Digital Marketing

ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 5 HND Diploma in Business
Unit number and title Unit 34. Digital Marketing
Submission date April 26th, 2023 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student names & codes Final scores Signatures
1. Thân Thùy Linh GBD210072 Linh
Group number: 2. Nguyễn Trung Mỹ GBD201846
3. Nguyễn Phạm Bảo Ngân GBD210063 Ngan
4. Nguyễn Phạm Duy Uyên GBD210263 Nguyen Pham Duy Uyen
Class GBD1003 Assessor name Trần Nhật Pháp
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.
P4 P5 P6 M3 M4 D2
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OBSERVATION RECORD
Student 1 Thân Thùy Linh
Description of activity undertaken
1 EXECUTIVE SUMMARY
1.1 Introduction
1.1.1 Purposes of the Report
1.1.2 Main content of the report
1.2 About Katinat
3 OBJECTIVES AND ISSUES
3.1 Message strategy
3.2 The big ideas
3.3 Objectives
5 TACTICS
5.1 Omni channels
5.1.2 Online channel
5.1.2.1 Digital platform
5.1.2.1.1 Website
5.1.2.1.2 Facebook
5.1.2.1.3 Instagram
5.1.2.1.4 TikTok
5.1.2.1.5 YouTube
5.1.2.1.6 ShopeeFood/GrabFood/Baemin
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6 ACTION PLAN
6.1 List timeline of activities/tasks of digital marketing campaign
6.2 Determine the milestones, and stages of the campaign
6.3 Budget breakdown for each activity
8 CONCLUSION
Assessment & grading criteria
How the activity meets the requirements of the criteria
Student
Date:
signature:
Assessor
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signature:
Assessor
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Student 2 Nguyễn Trung Mỹ
2 SITUATIONAL ANALYSIS
2.1 Overview of the Vietnamese coffee market
2.2 7Ps of Katinat Saigon Kafe
2.2.1 Product
2.2.2 Price
2.2.3 Promotion
2.2.4 Place
2.2.5 People
2.2.6 Physical Evidence
2.2.7 Process
2.3 Recent marketing strategy
2.3.1 Risk of customer loyalty
2.3.2 Affix the brand with a contentious product in terms of quality
2.4 SWOT
4 DIGITAL MARKETING CAMPAIGN STRATEGIES
4.1 Target market
4.1.1 USP
4.1.3 Customer personas
5 TACTICS
5.1 Omni channels
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5.1.2.2 Digital channel
5.2 Touch points
7 EVALUATION AND CONTROL
7.1 List of measurement metrics/indicators used in digital marketing
7.3 List a set of actions to improve performance in Digital Marketing
7.3.1 Focus on Conversion, Not Just Leads
7.3.2 Set the Stage for Long-Term Value
7.3.3 Double Down on Customer Service
7.3.4 Create the Ultimate Buying Journey
7.3.5 Know When and How to Go Back and Refine Processes
Student
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Student 3 Nguyễn Phạm Bảo Ngân
3.2 The big ideas
4.1 Target market
4.1.2 Customer insight
4.1.2.1 Geographic
4.1.2.2 Demographic
4.1.2.3 Psychographic
4.1.2.4 Behavioristic
4.2 Define Online Value Proposition (OVP)
5 TACTICS
5.1 Omni channels
5.1.1 Offline channel
5.2 Touch points
7.2 List measurement tools
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Student
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signature:
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Student 4 Nguyễn Phạm Duy Uyên
3.2 The big ideas
3.3 Objectives
5 TACTICS
5.1 Omni channels
5.1.2.1.1 Website
5.1.2.1.2 Facebook
5.1.2.1.3 Instagram
5.1.2.1.4 TikTok
5.1.2.1.5 YouTube
5.2 Touch points
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Student
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 Summative Feedback:  Resubmission Feedback:
Grade: Assessor Signature: Date:

Internal Verifier’s Comments:
Signature & Date:
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Table of Contents
Table of Tables .......................................................................................................................................................................................................... 15
Table of Figures ......................................................................................................................................................................................................... 15
1 EXECUTIVE SUMMARY ................................................................................................................................................................................ 19
1.1 Introduction ................................................................................................................................................................................................. 19
1.1.1 Purposes of the Report ......................................................................................................................................................................... 19
1.1.2 Main content of the report.................................................................................................................................................................... 19
1.2 About Katinat .............................................................................................................................................................................................. 19
2 SITUATIONAL ANALYSIS ............................................................................................................................................................................. 23
2.1 Overview of the Vietnamese coffee market ................................................................................................................................................ 23
2.2 7Ps of Katinat Saigon Kafe ......................................................................................................................................................................... 26
2.2.1 Product ................................................................................................................................................................................................. 26
2.2.2 Price ..................................................................................................................................................................................................... 27
2.2.3 Promotion............................................................................................................................................................................................. 30
2.2.4 Place ..................................................................................................................................................................................................... 31
2.2.5 People................................................................................................................................................................................................... 33
2.2.6 Physical Evidence ................................................................................................................................................................................ 34

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2.2.7 Process ................................................................................................................................................................................................. 36
2.3 Recent marketing strategy ........................................................................................................................................................................... 36
2.3.1 Risk of customer loyalty ...................................................................................................................................................................... 36
2.3.2 Affix the brand with a contentious product in terms of quality ........................................................................................................... 39
2.4 SWOT.......................................................................................................................................................................................................... 40
3 OBJECTIVES AND ISSUES ............................................................................................................................................................................. 41
3.1 Message strategy ......................................................................................................................................................................................... 41
3.2 The big ideas ............................................................................................................................................................................................... 42
3.3 Objectives .................................................................................................................................................................................................... 53
4 DIGITAL MARKETING CAMPAIGN STRATEGIES .................................................................................................................................... 55
4.1 Target market .............................................................................................................................................................................................. 55
4.1.1 USP ...................................................................................................................................................................................................... 55
4.1.2 Customer insight .................................................................................................................................................................................. 58
4.1.2.1 Geographic ....................................................................................................................................................................................... 58
4.1.2.2 Demographic .................................................................................................................................................................................... 59
4.1.2.3 Psychographic .................................................................................................................................................................................. 59
4.1.2.4 Behavioristic..................................................................................................................................................................................... 59
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4.1.3 Customer personas ............................................................................................................................................................................... 60
4.2 Define Online Value Proposition (OVP) .................................................................................................................................................... 62
5 TACTICS............................................................................................................................................................................................................ 63
5.1 Omni channels ............................................................................................................................................................................................. 63
5.1.1 Offline channel..................................................................................................................................................................................... 63
............................................................................................................................................................................................................................ 66
5.1.2 Online channel ..................................................................................................................................................................................... 67
5.1.2.1 Digital platform ................................................................................................................................................................................ 67
5.1.2.1.1 Website ....................................................................................................................................................................................... 70
5.1.2.1.2 Facebook ..................................................................................................................................................................................... 73
5.1.2.1.3 Instagram .................................................................................................................................................................................... 78
5.1.2.1.4 TikTok ........................................................................................................................................................................................ 82
5.1.2.1.5 YouTube ..................................................................................................................................................................................... 86
5.1.2.1.6 ShopeeFood/GrabFood/Baemin ................................................................................................................................................. 89
5.1.2.2 Digital channel ................................................................................................................................................................................. 94
5.2 Touch points ................................................................................................................................................................................................ 99
6 ACTION PLAN ................................................................................................................................................................................................ 100
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6.1 List timeline of activities/tasks of digital marketing campaign ................................................................................................................ 100
6.2 Determine the milestones, and stages of the campaign ............................................................................................................................. 101
6.3 Budget breakdown for each activity.......................................................................................................................................................... 103
7 EVALUATION AND CONTROL ................................................................................................................................................................... 104
7.1 List of measurement metrics/indicators used in digital marketing ........................................................................................................... 104
7.2 List measurement tools.............................................................................................................................................................................. 107
7.3 List a set of actions to improve performance in Digital Marketing .......................................................................................................... 115
7.3.1 Focus on Conversion, Not Just Leads ................................................................................................................................................ 115
7.3.2 Set the Stage for Long-Term Value ................................................................................................................................................... 115
7.3.3 Double Down on Customer Service .................................................................................................................................................. 116
7.3.4 Create the Ultimate Buying Journey .................................................................................................................................................. 116
7.3.5 Know When and How to Go Back and Refine Processes ................................................................................................................. 117
8 CONCLUSION ................................................................................................................................................................................................ 118
REFERENCES ........................................................................................................................................................................................................ 119
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Table of Tables
Table 1: Katinat Saigon Kafe's SWOT analysis ........................................................................................................................................................ 41
Table 2: Katinat Saigon Kafe's customer demographic ............................................................................................................................................. 59
Table 3: Katinat Saigon Kafe's customer behavioristic ............................................................................................................................................. 60
Table 4: Pros and Cons of Google Mobile App Analytics (Menda, 2021).............................................................................................................. 110
Table 5: Fanpage Karma's pros and cons (TrustRadius, 2023) ............................................................................................................................... 112
Table 6: Brand24's pros and cons (Connell, 2023) .................................................................................................................................................. 114
Table of Figures
Figure 1: Katinat Saigon Kafe's logo (Katinat, 2023) ............................................................................................................................................... 20
Figure 2: Katinat Saigon Kafe's taste (Katinat, 2023) ............................................................................................................................................... 21
Figure 3: Katinat Saigon Kafe's store (Katinat, 2023) ............................................................................................................................................... 22
Figure 4: Total Coffee Consumption in Vietnam 2018-2021 (Dinh, 2023) .............................................................................................................. 24
Figure 5: Number of coffee chain stores in Vietnam in 2022, by city (Dinh, 2023) ................................................................................................. 25
Figure 6: Katinat Saigon Kafe's products (Katinat, 2023) ......................................................................................................................................... 27
Figure 7: Katinat Saigon Kafe's price (1) (Dinh, 2023) ............................................................................................................................................. 28
Figure 8: Katinat Saigon Kafe's price (2) (Katinat, 2023) ......................................................................................................................................... 29
Figure 9: Katinat Saigon Kafes’s promotion (Katinat, 2023) .................................................................................................................................... 31
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Figure 10: Katinat branch at Binh Tan district (Zebra Design, n.d.) ......................................................................................................................... 32
Figure 11: Katinat Saigon Kafe's people (Katinat, 2023) .......................................................................................................................................... 33
Figure 12: Katinat Saigon Kafe's physical evidence (Katinat, 2023) ........................................................................................................................ 35
Figure 13: Katinat Saigon Kafe's rainbow cup (lygiaythanhtam.com, 2022) ............................................................................................................ 37
Figure 14: Attraction of Katinat's rainbow cup (Khanh Vy, 2022) ........................................................................................................................... 38
Figure 15: Katinat's April Fool's joke (Thanh Vu, 2023) .......................................................................................................................................... 39
Figure 16: New collection "O Thuoc Bridge" ........................................................................................................................................................... 44
Figure 17: "Rainbow Cup" marketing strategy (Vu, 2023) ....................................................................................................................................... 46
Figure 18: Katinat app: Home.................................................................................................................................................................................... 48
Figure 19: Katinat app: Matching function ................................................................................................................................................................ 49
Figure 20: How's Tinder works (Quoc Kinh, 2021) .................................................................................................................................................. 51
Figure 21: Profile on Tinder (Ngoc Anh, 2021) ........................................................................................................................................................ 52
Figure 22: Katinat Saigon Kafe's competitors (Dinh, 2023) ..................................................................................................................................... 56
Figure 23: The Coffee House's rainbow cup (Quang Vu, 2022) ............................................................................................................................... 57
Figure 24: Katinat Saigon Kafe's customer personas ................................................................................................................................................ 61
Figure 25: Check-in background ............................................................................................................................................................................... 65
Figure 26: Campaign standee..................................................................................................................................................................................... 66
Figure 27: Essential digital headlines (AsiaPac, 2022) ............................................................................................................................................. 68
Figure 28: Daily time spent with media (AsiaPac, 2022) .......................................................................................................................................... 69
Figure 29: Most-visited Websites (WordStream, 2019) ............................................................................................................................................ 71
Figure 30: Banner on website .................................................................................................................................................................................... 72
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Figure 31: Facebook users in Vietnam (HR1Tech, 2021) ......................................................................................................................................... 73
Figure 32: Facebook post 1 ........................................................................................................................................................................................ 75
Figure 35: Instagram users in Vietnam (HR1Tech, 2021) ......................................................................................................................................... 78
Figure 36: Instagram post 1 ....................................................................................................................................................................................... 79
Figure 39: TikTok's market penetration increased dramatically (Pmax, 2022) ......................................................................................................... 82
Figure 40: Long Chun's TikTok and the series dating Tuan Trinh (tuncamon, 2023) .............................................................................................. 84
Figure 41: TikTok video collab with KOLs .............................................................................................................................................................. 85
Figure 42: Forecast of the number of YouTube users in Vietnam from 2017 to 2025 (Degenhard, 2021) .............................................................. 86
Figure 43: YouTube video collab with KOLs ........................................................................................................................................................... 88
Figure 44: Update campaign on ShopeeFood ............................................................................................................................................................ 91
Figure 45: Update campaign on GrabFood ................................................................................................................................................................ 92
Figure 46: Update campaign on Baemin ................................................................................................................................................................... 93
Figure 47: Search Engine Market Share (Hollingsworth, 2021) ............................................................................................................................... 94
Figure 48: Katinat search result on Google ............................................................................................................................................................... 95
Figure 49: Katinat key word search on Google ......................................................................................................................................................... 96
Figure 50: Backlink explanation (Backlinko, n.d.) .................................................................................................................................................... 97
Figure 51: Blog for backlink ...................................................................................................................................................................................... 98
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Figure 52: Customer journey map ............................................................................................................................................................................. 99
Figure 53: Work breakdown structure ..................................................................................................................................................................... 100
Figure 54: Milestone ................................................................................................................................................................................................ 101
Figure 55: Timeline.................................................................................................................................................................................................. 102
Figure 56: Budget estimation ................................................................................................................................................................................... 103
Figure 57: Google Mobile App Analytics (Pitchel, 2015) ....................................................................................................................................... 109
Figure 58: Fanpage Karma Explanation (TrustRadius, 2023) ................................................................................................................................. 111
Figure 59: Brand24 explanation (TrustRadius, 2022) ............................................................................................................................................. 113
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1 EXECUTIVE SUMMARY
1.1 Introduction
1.1.1 Purposes of the Report
The aim of this report is to do research for reinforcing to extend online presences and investing more in digital platforms in the context of
Katinat Saigon Kafe. Specifically, the report will elaborating an annual digital marketing plan for the brand to push sales both online and offline
and achieve omni-channel marketing in order to build excellent customer experience.
1.1.2 Main content of the report
The report below includes analysis of both macro (PESTLE model) and micro environment (7Ps and SWOT analysis) of Katinat Saigon Kafe
context in order to identify opportunities and threats from the current digital environment. And from the above proof, the report will elaborate an
annual digital marketing plan for the brand. The digital marketing plan will include an objective for the campaign that following the SMART
model. There are also the campaign strategies and a full digital marketing plan will be created that included application of online and offline
channel and platform. In addition, a touch points path will also be analyzed to illustrate customer experience. Then, an action plan included work
breakdown structure, Gantt chart, milestone and budget estimation for the digital marketing plan will be created. Last but not least, the report
will also provide evaluation and control measurement metrics to maintain the quality of the plan.
1.2 About Katinat

Established in early 2016, the Katinat Saigon Kafe system of Café Katinat Joint Stock Company (Katinat Café Company) is known as a typical
coffee brand in Ho Chi Minh City not only by its drinks but also by the space where it is located. This is suitable for almost all customers
(Katinat, 2023).
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Figure 1: Katinat Saigon Kafe's logo (Katinat, 2023)
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Inspired by the lifestyle and culture of enjoying coffee of the city "Pearl of the Far East", Katinat Saigon Kafe is a combination of old features
with the representative of Catinat street name, but stylized with the letter "K" in modern style. Not only is the standard coffee and drink, Katinat
also brings a unique experience with an impressive design space, overlooking the roundabouts and busy main streets of Sai Gon (Katinat, 2023).
Figure 2: Katinat Saigon Kafe's taste (Katinat, 2023) 21

Katinat constantly pursues the mission of bringing new flavors from famous lands in Vietnam and the world to customers. From the passion to
discover flavors in new lands with the wonderful altitude, soil, humidity and climate that nature bestows, Katinat artisans begin their journey to
conquer and discover the quintessential source of raw materials. Each tea bud, each coffee bean is an endless source of inspiration for
breakthrough recipes and dedicated products that help Katinat conquer the taste buds of customers. Katinat is proud to bring products with
unique flavors and you are a special part of the "Journey to conquer new tastes" (Katinat, 2023).
Figure 3: Katinat Saigon Kafe's store (Katinat, 2023) 22

By the end of 2021, the Katinat Saigon Kafe store chain has 10 branches located in District 1 and District 3, one in Bien Hoa. This brand is not
very famous in Ho Chi Minh City because they do not conduct any aggressive marketing campaigns in the media (Katinat, 2023).
However, "taking advantage" of the "restructured" F&B market opportunity after Covid-19, by the end of July 2022, Katinat Saigon Kafe
continuously expanded 23 more branches, bringing the number of ownerships to 33 in Ho Chi Minh City. Ho Chi Minh City, Dong Nai, Binh
Duong and Tien Giang. Different from the narrow spaces of the original 10 branches, the new branches have both large and high-rise spaces,
commonly from 2 to 3 floors. Not only that, this brand also changed the brand identity, concept and color of the store (Katinat, 2023).
The goal of this brand will be to expand the chain to 50 stores in the future. And with this outstanding development, Katinat has become one of
12 famous tea and coffee brands in Vietnam. Katinat is also part of the supply system, rich F&B culinary ecosystem of D1-Concepts Joint Stock
Company along with other popular brands (Katinat, 2023).
2 SITUATIONAL ANALYSIS
Most people will focus on Katinat's layout, color scheme, current news coverage, and, in particular, the post-pandemic boom when discussing it.
The name Katinat Saigon Kafe is gradually being remembered by many people, by 'taking advantage' of the "restructured" F&B market
opportunity after Covid-19. Katinat took advantage of the time when competitors were having problems with many post-pandemic problems to
increase scale. After the pandemic was brought under control, many prime locations in the large roundabouts in the city center were returned,
they rented and invested in a large and beautiful restaurant. This campaign was successful in terms of attracting customers. The idea is not that
great, but the reviews are good and effective.
2.1 Overview of the Vietnamese coffee market

Over the past decades, Vietnam has always affirmed its position as one of the leading coffee exporting countries in the world. According to
Euromonitor's forecast, Vietnam's coffee market will have a CAGR of 8.07% in the period 2022 - 2027. The total market volume is estimated at
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1 billion USD/year. Of the total coffee consumption in Vietnam, 78.4% is roasted and ground coffee and the remaining 10.2% is
instant coffee. According to data from the General Statistics Office of Vietnam, the average person consumes 1.25 kg of coffee per year (Dinh,
2023).
For the cafe business market, according to iPOS's report, in June 2022 alone, the number of newly opened cafes increased by 24.37% over the
same period last year. On average, there are 139.67 new cafes opening every month. Vietnam's coffee market is always a fertile land, but it is not
easy to develop for coffee brands in general and Katinat in particular (Dinh, 2023).
Figure 4: Total Coffee Consumption in Vietnam 2018-2021 (Dinh, 2023)

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Coffee consumption market in Ho Chi Minh City
Katinat is a coffee brand from Ho Chi Minh City, and is also a strategic development location of the brand. Therefore, analyzing Katinat's
marketing strategy in the coffee market in Ho Chi Minh City is essential to be able to go into depth and understand in detail what this brand
does. According to Statista's statistics, the number of chain cafes in Ho Chi Minh City in 2022 is 701. This number is the highest in the country,
out of a total of 1524 cafes across the country. According to data from the Saigon Economic Times, nearly half of Saigonese choose to drink
coffee at coffee shops. A statistic of Kantar Worldpanel in 2019 also said that up to 60% of Saigonese go to the street to drink coffee. These
numbers are much higher when compared to Hanoi. Therefore, it must be said that Saigon is an ideal "starting point" for coffee brands (Dinh,
2023).
Figure 5: Number of coffee chain stores in Vietnam in 2022, by city (Dinh, 2023) 25
2.2 7Ps of Katinat Saigon Kafe
2.2.1 Product
The first attraction of Katinat is the extremely diverse menu with more than 40 different drinks with all colors from traditional such as Black
Coffee, Milk Coffee, Bac Xiu, etc. to modern ones like Peach Tea, Lychee Tea, Strawberry Yogurt, Ice Chocolate Caramel, etc. In particular,
Katinat also has a number of drinks with extremely "trendy" names such as Hong Dai Peach Tea, Tu Quy Milk Oolong Tea, or Pearl Chain
Grape Tea, etc. (Dinh, 2023).
Not only diverse in drinks, Katinat also quickly grasps customers' preferences when creating many attractive toppings such as Soft Cheese Pearl,
Jelly Cheese, Caramel Pearl, etc. and menu with more than 10 types of cakes ranging from salty to sweet, thoroughly minimizing the boredom in
menu choices for customer (Dinh, 2023).
Katinat always strives to develop more new drinks to diversify the menu and satisfy customers' tastes but still ensure to focus on its featured
product line. Thanks to that, the entire menu has its own character only at Katinat, completely unmistakable with any other brand (Dinh, 2023).
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Figure 6: Katinat Saigon Kafe's products (Katinat, 2023)
2.2.2 Price
Price is an important factor that directly affects purchasing decisions, affecting sales and profits of the brand. Therefore, Katinat is very careful
in pricing and considering how to apply pricing strategy to her menu. Accordingly, with such a diverse menu, the price of drinks at Katinat
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ranges from 32,000 to 65,000 VND, and between different size options, there will also be different prices. This price difference,
known as a segmented pricing strategy, allows Katinat to maximize its ability to serve multiple customer segments (Dinh, 2023).
In addition, Katinat also applies the promotional pricing strategy and the combo pricing strategy (Product bundle pricing/Combo pricing). It is
easy to see that Katinat often has promotions to attract customers such as buy 1 get 1 free (buy any L size drink, get a topping), free upsize, and
water combos or combos. water-cake. In particular, these programs often only take place for a limited time, promoting more buying behavior
(Dinh, 2023).
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Figure 7: Katinat Saigon Kafe's price (1) (Dinh, 2023)

The accompanying price is usually applied by the program to buy water to promote the price of cakes. Likewise, promotional prices are used by
Katinat every special occasion to attract new customers (Dinh, 2023).
Figure 8: Katinat Saigon Kafe's price (2) (Katinat, 2023)

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2.2.3 Promotion
Referring to Katinat, it is definitely impossible to ignore the ingenious marketing strategy of this brand, especially with the extremely successful
"rainbow cup" trend in recent times. Although the strategy of giving away tailor-made products is not new at all, there have been many brands
that have used this strategy in the past, but thanks to the understanding of customer psychology, Katinat's "rainbow glass" Just appeared, it was
quickly received and resonated more than ever (Dinh, 2023).
Knowing that her customers love new and exciting experiences, Katinat's "rainbow glasses" are not only eye-catching but also have the ability to
change color depending on the temperature of the water. It is this uniqueness that has helped Katinat successfully attract a lot of attention from
the public, receive a series of shares from many different media, and create a trend of giving free glasses when buying drinks for both. other
F&B brands. Up to now, although the trend has passed, when it comes to successful marketing campaigns, people will always remember how
Katinat's "rainbow cup" fever used to "storm" (Dinh, 2023).
In addition to special marketing strategies during the festive seasons, Katinat also maintains her identity on widely used social networking
platforms such as Facebook and Instagram. Katinat's posts are always carefully invested and have high aesthetics from image quality, fonts to
layout arrangement. At the same time, Katinat also organizes a lot of minigames to create two-way interactions and engage with its customers. In
addition, although it does not have its own application like many major brands in the industry, in return, Katinat owns a professionally designed
website, making it easy for customers to operate, convenient to register for membership and participate in loyalty programs (Dinh, 2023).
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Figure 9: Katinat Saigon Kafes’s promotion (Katinat, 2023)
2.2.4 Place
Business premises are one of the highlights and leading competitive advantages of Katinat. For the F&B industry in general, and the coffee shop
business in particular, location is an important factor affecting the success or failure of the brand. Katinat Saigon Kafe owns 48 stores including
systems in Ho Chi Minh, Binh Duong, Dong Nai, Tien Giang, Can Tho and Hanoi. With Katinat, stores are always concentrated on prime
premises, in the central area or on the busiest streets of Ho Chi Minh City such as Dong Khoi, Ham Nghi, Nguyen Du, Tran Hung Dao, or Tran
Quang Khai. These areas are also close to schools, offices and tourist attractions, which are very effective in making an impression on potential
customers. Katinat develops both indoor and outdoor spaces to serve different needs of customers (Dinh, 2023).
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Figure 10: Katinat branch at Binh Tan district (Zebra Design, n.d.)
Besides developing the indoor space, Katinat also expands its presence on food delivery platforms such as GrabFood, Baemin and Shopee Food.
As a result, Katinat is able to meet the different needs of all types of customers, without missing any opportunity to build a growing customer
base and enhance the service experience for its brand (Dinh, 2023).
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2.2.5 People
Emotional attachment is an indispensable element for the service industry. Good product quality will help brands attract customers, but satisfied
service quality will retain customers for a long time, and people are the key to bringing those things. Understanding this, Katinat's personnel
recruitment and training is always invested in a methodical and professional process, ensuring that each employee has the necessary knowledge
and standard manners when serving customers (Katinat, 2023).
Right from the homepage of Katinat's website, there is a lot of emphasis on the "experience" factor. This is also the affirmation of Katinat that
customers will bring not only delicious and popular drinks, but also complete service quality right from the simplest details (Katinat, 2023).
Figure 11: Katinat Saigon Kafe's people (Katinat, 2023) 33

2.2.6 Physical Evidence
The spatial design is the perfect coat for Katinat stores that can take full advantage of their location and easily attract the eyes of passersby. With
the main colors of duck-neck blue, beige and gray, combined with large glass windows that can see inside with bright light strips, Katinat is very
eye-catching and easy to identify wherever it is located (Dinh, 2023).
In particular, pursuing Retrospective (Retro) design style combined with a little Minimalism style turns every corner of Katinat's store into a
great "background" check-in for young people, but still ensures necessary functions to meet the needs of customers coming to study, work and
meet. Interior architectural design has helped Katinat successfully leave a mark in the customer's impression (Dinh, 2023).
Thanks to the strategy of combining the best of the essentials for a business, Katinat is able to establish a strong position for herself in the
southern market and increasingly conquer. In the near future, Katinat is preparing to go North while simultaneously posting recruitment notices
for three of her new facilities. With the current growth rate, Katinat is a name that is very interesting and looks forward to what this brand can do
in the future (Dinh, 2023).
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Figure 12: Katinat Saigon Kafe's physical evidence (Katinat, 2023)
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2.2.7 Process
From the personnel training process, to the service process to the process of supplying and preparing drinks, Katinat has been built and
completed comprehensively. Thanks to that, the operation line in the entire Katinat store system is always operated smoothly in order and
without any disturbance, making the management work more convenient and optimal. Through that, customers can also be assured of the quality
of the brand during their experience (Dinh, 2023).
If only focusing on the external image and promoting Marketing but forgetting the core element of the operation process, it is likely that Katinat
will not be able to achieve the current success. It is thanks to the homogeneity in the entire process that is a solid foundation for Katinat to
increasingly expand its brand and scale of operations (Dinh, 2023).
2.3 Recent marketing strategy
2.3.1 Risk of customer loyalty
The Katinat Saigon Kafe brand chain has created a MXH fever with a Rainbow cup that can change color according to color. With just ordering
the drink "Oolong Tu Quy Sua", you can immediately own this unique and cute cup. With the initial information about the free rainbow glass
when buying the brand's new drink with size L, it immediately became a trend with young people in Ho Chi Minh City. It can be seen from the
first days that the brand opened the rainbow cup for sale, there were many posts on social networks showing enthusiasm for this product. Even
long lines of people come very early or try to wait for 2-3 hours to buy a glass. Some people suffer in the early morning, some can't wait in
fatigue, so they decide to order through delivery apps with a desire to have this superhot cup. Through the images on social media, it can be seen
that at the brand's stores, there are still many people with an impatient mood waiting in line to buy a unique rainbow cup (lygiaythanhtam.com,
2022).
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Figure 13: Katinat Saigon Kafe's rainbow cup (lygiaythanhtam.com, 2022) 37
A very common effect in marketing is FOMO (Fear of Missing Out), the fear of missing out. This is probably the effect applied by many
businesses because its efficiency level is very high. This mentality is the desire for customers to catch up with trends and make buying decisions
based on emotions. The FOMO effect affects the behavior and buying habits of customers, especially with Gen Z. Katinat's potential audience
this time is online customers, so the business has relied on the combined FOMO effect. with other products. Limited promo code to own a
rainbow cup and capture the fear of crowds, so order through the app. If Katinat's goal is to attract a new set of customers to shop on Katinat
stores at food apps, then this campaign is on the right track. But if it's for all of Katinat's current and future customers, that strategy is wrong.
Due to the nature of the customer file on the dining app, the loyalty is low. According to statistics, more than 80% will buy products based on
promotions. Therefore, customers who order through the application to take the cup, next time choose the store with many promotions and then
"order" (Khanh Vy, 2022).
Figure 14: Attraction of Katinat's rainbow cup (Khanh Vy, 2022) 38

2.3.2 Affix the brand with a contentious product in terms of quality
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Figure 15: Katinat's April Fool's joke (Thanh Vu, 2023)
On April 1 (April Fools), on the media channel of the Katinat Saigon Kafe beverage chain, a post appeared to introduce a new product, which is
a combination of milk tea and dirty skewers. "Standing between the choice of Dirty Skewer and Milk Tea, Katinat chose both. Unique drink
exclusively for April 1, visit Katinat to enjoy it," wrote Katinat's Fanpage. Immediately after noticing that the "April Fool's joke" seemed to go
too far when receiving user reactions, this drink chain changed the original content and image, from "dirty skewer" to "skewed" stick". This post
has now been removed. Experts say that attaching a brand image to a product that is controversial in terms of quality (dirty skewer) is a
marketing mistake that brands need to avoid (Thanh Vu, 2023).
According to observation, customers mostly think that Katinat's joke is inappropriate, when indirectly promoting a product that is still considered
unsafe for food safety such as dirty skewers, which are often peddled outside. street, especially with a drink brand associated with a luxurious
image like Katinat. This dish is often sold on sidewalks near school gates, market gates, places where many people pass, especially groups of
students. The word "dirty" here is used literally, indicating unsanitary, unsafe. Vehicles selling "dirty skewers" often appear on sidewalks, school
gates, where vehicles travel a lot, so it is easy to stick to dirt. Although it was just a joke on April 1, this campaign made many people feel that
the brand was promoting the behavior of consuming products of unknown origin and unsafe food hygiene. This is considered a content creation
strategy to attract customers, but it is backfired (Thanh Vu, 2023).
2.4 SWOT
Strengths Weaknesses
- Katinat's stores all have prime locations, are the "eating - - The network system is not widespread. The coverage is not
playing" centers of young people and are close to the office large enough to impress customers.
areas. - There has not been much investment in communication.
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- There is a seasonal beverage R&D development room. Katinat has not heavily invested in media and advertising, but
- The concept of the space has its own "quality" with a bit of has only taken advantage of resources on social networking
British antiquity, a little underground direction, very suitable platforms.
for Gen Z. - The brand catches the trend, not paying attention to building a
long-term branding position.
Opportunities Threats
- The capacity of the Vietnamese coffee market is large. The - The development of large and long-standing competitors
Vietnamese coffee market still has a lot of room for creates many challenges for Katinat when it wants to expand
development when coffee consumption is increasing. the northern market.
- Coffee is a favorite drink for many Vietnamese. - Barriers of coffee cultural differences. The basic difference in
- The trend on social networks is growing day by day coffee culture between regions will also make it difficult for
Katinat to expand its scale.
Table 1: Katinat Saigon Kafe's SWOT analysis
In the past, if you had to go to the cinema or the restaurant alone, many people would be very shy. Because the common psychology when
seeing someone go alone will often bring a feeling of "half sad and half happy" and next to that are the looks around or the judgment of the
people around. However, this is becoming very common for young people today. It is not difficult to see young people going out alone instead of
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dating or gathering with friends. Additionally, a lot of young individuals are presently choosing this trend for their lives. When
asked if the tendency to go out alone stems from the feeling of being "afraid" to love, and "lazy" to expand relationships, young people hesitated
and thought for a long time. Part of that is that it is the right comment because they just like to focus their time on studying, working and just
loving themselves. The rest said, sometimes not "afraid", but not ready enough (Hai My, 2022). Taking into account the psychology of young
people, Katinat Saigon Kafe creates a playground where, even if you go to coffee alone, you can still find a companion. This sends the message
that: Keep loving, don't be self-deprecating because you are a perfect version, because somewhere you will find yourself a piece of the puzzle
that the universe has given you.
Key communication messages:

“Distance doesn't matter when love clatters”
3.2 The big ideas
Every new campaign needs to have a central idea or message that you want people to remember, spread, and act upon. The campaign's central
theme, which unifies all of its components and aims to appeal to the target demographic, is known as the big idea. To guarantee that the big idea
has the greatest possible effect and relevance, it must be informed by insight and be in line with the campaign's objectives (Llewellyn , 2021).
The Qixi Festival originates from the love story of Nguu Lang and Chuc Nu, who could only meet once a year on the seventh day of the seventh
lunar month. The "Cau O Thuoc" campaign, which strives to bring lonely hearts together and celebrate love in life, was launched by Katinat
Saigon Kafe on this unique festival (Ha Vy, 2022). Especially on this occasion, young people often invite each other to eat dishes from red beans
to pray for predestined relationships, hoping to meet their lover soon. Red beans are regarded as a fortunate charm in many Eastern countries'
folklore because the color red stands for kindness, pleasure, and happiness. People believe that luck also "matches" the love story if red beans are
eaten on the day of the Seven Dead. To implement this campaign, Katinat Saigon Kafe has launched a "pairing" event and a special collection of
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water made from red beans. Katinat Saigon Kafe hopes that the items in the red bean collection will help the couple's love
become stronger and the singles will soon find their soulmate at Katinat Saigon Kafe.
The Qixi Festival only became popular in China more than 20 years ago. Since 2001, this day has become the Chinese Valentine's Day after a
propaganda campaign. The reason is that before, in the 90s, Western cultural trends penetrated China, young people loved this wave and
gradually forgot about traditional values. Before this situation, Mr. Zhou Yaoting, founder of Hong Dau Group (Hongdou) came up with the
initiative to restore the tradition and create a new trend. The festival called Qixi Hongdou is held for couples. The symbol of this festival is the
Acacia beans - the image appearing in the poem "Acacia beans was born in the South Country" by the famous Chinese poet - Vuong Duy. This
festival has received the response of cultural and community management agencies because it combines the elements of time and tradition,
enriching Asian culture but still being close to young people. However, it is a fact that the Acacia beans mentioned are not the edible red beans
used to make tea, even though they are homophones. In fact, this red bean, also known as soybean, is toxic and cannot be processed at all.
Acacia beans are bright red, outside the shell is solid, the shape is a bit like a heart. They can be preserved for a long time, so people often use
them to string them into rings, give them to their loved ones, symbolizing love "elderly". In Chinese culture, a man giving Acacia beans to his
lover can replace the promise of loyalty. And women wear Acacia beans bracelets to pray for a happy life or propose to the person of their
dreams. Due to the similarity with the red bean, when "introducing" this holiday to Vietnam, many people were confused, thinking that eating
red beans on the Qixi Festival can pray to find a lover and create this trend (Nguyen Chi, 2022).
With that tradition, this year's Katinat brings a brand-new O Thuoc Bridge collection, which includes drinks and cakes made with the main
ingredient of red beans. New menu in response to Qixi Festival from Katinat includes a total of 4 new drinks, 2 new cakes and 2 new toppings.
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Figure 16: New collection "O Thuoc Bridge"
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- Drinks:
• Red bean latte (Azuki latte): The drink combines the bitterness of espresso, the richness of milk, the sweetness of red bean jam and
the soft taste of red beans.
• Red bean matcha: The drink has soft red beans, acrid taste of matcha (green tea powder), and the aroma of fresh milk, suitable for use
as a summer cooling drink.
• Red bean matcha latte: A update version from red bean matcha but it more suitable with coffeeholic
• Red bean milk tea: The milk tea is a combination of milk, black tea and red bean paste.
- Cakes:
• Red bean mousse: The cake made with custard, whipping cream and red bean jam.
• Red bean mochi: Outside is the sticky dough around red bean paste filling.
- Topping:
• Red bean bubble: Bubble made by the combination of Tapioca Starch and red bean paste
• Red bean cheese mochi: The topping made with a red bean flavor cover and a cheese cube inside.
The price of this O Thuoc Bridge collection will still follow the price range of Katinat's fixed product lines depending on the size and
requirement to drink cold or hot. In addition, when purchasing drink from the O Thuoc Bridge collection, the drink will be served with a limited
collection of cups for the occasion of Qixi.
Regarding Katinat, it is undoubtedly impossible to deny the effective marketing technique of this business, particularly in context of the
incredibly popular "rainbow cup" trend in recent years. Although many firms have utilized the tactic of giving away customized products in the
past, it is not at all new. However, thanks to Katinat's "rainbow glass" just appearing and its understanding of consumer psychology, it was
immediately embraced and resonated more than before. Katinat's "rainbow glasses" are not only eye-catching but also have the capacity to
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change color based on the temperature of the water because she is aware that her consumers enjoy novel and interesting
experiences. Due to its distinctiveness, Katinat has been able to gain widespread public notice, garner numerous media shares, and start a trend
of providing free glasses with the purchase of drinks for both customers and other F&B firms. Even though the fad has since faded, people will
always recall how Katinat's "rainbow cup" fever used to "storm" when discussing effective marketing initiatives (Vu, 2023).
Figure 17: "Rainbow Cup" marketing strategy (Vu, 2023)
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Katinat's marketing initiatives have hit the mark thanks to client understanding. Katinat gained more potential clients and a devoted customer
base as a result. Brands will be able to maximize their capacity to service the various needs of each client segment if they understand each
customer group (Dinh, 2023). As a result, Katinat seeks to be a brand that "catch the trend," launches new recipes, or organizes special events
both online and offline throughout particular seasons and festivals in order to attract and maintain potential and loyal customers.
In this campaign, Katinat, with the ambition to be a trend-setting brand and understand clients, will organize a campaign called "O Thuoc
Bridge" to respond to the Qixi festival in August. The festival of Qixi, sometimes known as East Asian Valentine's Day by Westerners, is
observed on the seventh day of the seventh lunar month every year. This festival is inspired by the Chinese folk tale Niu Lang Zhi Nu. Qixi
festival has long existed in Vietnamese culture, and people frequently visit pagodas to pray for good fortune, serenity, and ideal conditions in the
road of love. Furthermore, young people frequently promote the rumor that eating red bean can bring good luck, lasting love, or help single
people find love (Nguyet Anh, 2022). Understanding young people's desire to find love before the Qixi festival, Katinat launched the "O Thuoc
Bridge" campaign, which included Katinat's partnering application, a collection of red bean cakes and water, and many other events to attract
young people.
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Figure 18: Katinat app: Home
Figure 19: Katinat app: Matching function
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The "O Thuoc Bridge" campaign will be conducted both online and offline. Customers will join the pairing through the Katinat application;
simply log in to the Katinat app; if the customer has not registered the app, they must register to become a member of Katinat in order to
participate. Then, pair with the "O Thuoc Bridge" campaign. Customers will choose the gender of the person they wish to match with, create
their own personal profile with their own sayings, and so on. Following that, Katinat will allow consumers to select their favorite drinks and
sweets from the Katinat menu. When finished, the program will display profiles with 70% or higher customer compatibility. Customers swipe
right to show their liking for an opponent and left to dismiss them. If the opponent and the customer both swipes right, the program will
immediately open a chat box so they may converse and get to know one another. Additionally, after answering the questions, consumers will
receive a voucher for a selection of red bean cakes and drinks manufactured especially for the Qixi Festival by Katinat. When customers use the
voucher to purchase water, they will be given water glasses designed especially for the festival. With the help of this campaign, Katinat will be
able to successfully increase its brand recognition and will also have the chance to learn more about its insight customer. The brand can then
grow by developing other fresh concepts from there. In addition, Katinat will select a large branch in Ho Chi Minh City and Hanoi to decorate
magnificent check-in places for consumers. The Qixi holiday was inspired by the campaign's name "O Thuoc Bridge" with a little Chinese
decoration. Customers can come here to make meaningful memories, get to know one another, and enjoy fresh desserts and drinks from Katinat
that are only available during the holidays.
The Tinder app will be used as an example in the pairing promotion on the Katinat app. The most popular cough appointment app currently
available, Tinder, can help users meet a lot of new people, chat with those who share their interests, and possibly discover their soul mate.
Simply clicking the flame icon will allow users to browse other user profiles in the designated area. If the image is not the profile users are
interested in, swipe their finger to the left, and if it is, swipe it to the right. The user can start conversing with the person they matched with on
Tinder. Click on the dialogue icon at the top of the screen to go to the chat screen (Luong, 2022).
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Figure 20: How's Tinder works (Quoc Kinh, 2021)
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Figure 21: Profile on Tinder (Ngoc Anh, 2021)
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3.3 Objectives
As a powerful tool for setting goals, Katinat employs the SMART approach. Companies can then determine and assess the specificity, viability,
relevance, and reasonableness of the goals in the plan.
Specific: Create an "O Thuoc Bridge" campaign to help young people discover their half or make more friends before the Qixi holiday.
Customers can engage in the pairing campaign using the Katinat app. Furthermore, a unique holiday red bean drink and cake collection, as well
as a glass developed exclusively for Qixi, were launched, and the campaign was finally pushed throughout multiple online and offline venues.
The campaign's purpose is to assist Katinat in raising awareness and attracting new consumers, particularly young people, through the pairing
feature on the Katinat App. Furthermore, gain a better understanding of the brand's consumer insight by having customers choose their favorite
drink and cake at Katinat when participating in the pairing campaign. Finally, for the Qixi holiday, release a new red bean collection to watch
how consumers react to it.
Measurable: The company's goal for this campaign is to have 100 people join the pairing campaign on the Katinat app in the first week. And
after two weeks, there must be 100 comments on the campaign, which includes a new collection of drinks and desserts produced from red bean,
as well as the special design glass for this festival, a pairing campaign, and check-in decoration at the Katinat shop on social media. Katinat's
fanpage and Instagram account must also gain 100 likes and 50 followers. Finally, hashtag about Katinat and the campaign must reach 200
within two weeks of the campaign's launch.
Achievable: Initially, Katinat's stores were exclusively accessible in the Ho Chi Minh City region with 10 branches, primarily in Districts 1 and
3. However, by 2022, when the F&B industry "restructures" as a result of the pandemic, Katinat Saigon Kafe will have added dozens of
additional branches in addition to a steady stream of new products. The Katinat retail network currently has close to 50 branches. Katinat stores
are typically clustered in upscale locations, in the city center, or on the busiest roadways. These locations in Ho Chi Minh City are also adjacent
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to businesses, offices, and tourism attractions, which is quite useful in catching the attention of potential clients. In addition to
unique marketing techniques for the holiday seasons, Katinat keeps a presence on popular social networking sites. The aesthetics of Katinat's
postings, including the image quality, font choices, and layout design, are consistently high-class and well-invested. In order to engage its clients
and foster two-way conversations, Katinat also plans a number of minigames. The website's expert design makes it simple for users to navigate,
register as members, and take part in loyalty programs. When serving customers, every member of the Katinat staff has the requisite expertise
and manners. The "experience" component has been heavily emphasized on Katinat's website since the very first page, and this is also Katinat's
declaration that it would deliver clients not just delicious and well-liked drinks, but also quality. service in its entirety, starting with the smallest
aspects. The stores at Katinat can make the most of their location and quickly draw passersby's attention thanks to the space-saving design.
Wherever it is placed, Katinat is quite recognizable thanks to its primary hues of duck-neck blue, beige, and gray, as well as its wide glass
windows that can see inside and dazzling light strips. Particularly, pursuing Retrospective (Retro) design with a touch of minimalism transforms
every nook of Katinat's store into a beautiful "background" check-in for young people while still ensuring vital functions to suit the needs of
clients coming to study, work, and meet. Katinat has been able to successfully make an imprint on the customer's perception thanks to interior
architectural design. Katinat is able to develop a strong position for herself in the southern market and expand her dominance because she
employs a strategy that combines the best elements needed to run a firm. Katinat is getting ready to move north while concurrently announcing
job openings for three of her new facilities. Katinat is a name that is highly interested in and looks forward to what this brand can do in the future
given the present rate of growth (Vu, 2023). With the available conditions of the brand as above, developing a campaign with the scale as stated
is one thing within reach.
Relevant: Katinat uses a unique approach to draw in and keep clients. To broaden the selection of beverages available, Katinat has concentrated
on both creating highlighted product lines and discovering and creating new items. Even if Katinat's drink menu can serve a sizable number of
patrons, it nevertheless distinguishes out since the highlight demonstrates inventiveness in beverage taste study. Gen Y and Gen Z are the two
main client files at Katinat. Katinat needs to persuade Gen Y, office clients, and adults with premium drinks and workplace. Gen Z is known for
having more experience, therefore the current challenge for Katinat Saigon Kafe is to create drinks that are high-quality, diverse, and creative
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while maintaining an appealing space design and brand concept. Young folks may or may not 'check-in' for images. Because of
the distinctive experiences and remarkable design environment that this brand offers, Katinat Saigon Kafe is progressively becoming
"remembered" by many people. (Linh, 2023) The objective of Katinat is to grow the brand, boost recognition, particularly in the North progress,
as well as provide new goods with Katinat's traits. The company's strategy is fully supported by the upcoming campaign.
Time-bounded: The campaign will run from August 14, 2023 - August 22, 2023, for one week (not include preparation period).
4.1 Target market
4.1.1 USP
• Altering brand identity
Positioned as a typical coffee brand of Saigon, Katinat has a different USP. The name Katinat is also inspired by the name Catinat street of old
Saigon. The stylized letter K shows the modern features of the brand. It can be said that Katinat is the typical brand for the lifestyle and culture
of enjoying coffee of "Pearl of the Far East". At the same time, the brand is a harmonious combination of ancient and modern features.
- Established in 2016, Katinat stores usually have a narrow area, choose locations with open views, crowded street corners, intersections
between two premises. Drinks are mainly coffee, tea, nothing outstanding.
- From 2016 to 2020, Katinat Saigon Kafe is a not-so-famous name in Ho Chi Minh City. Ho Chi Minh City does not run aggressive
marketing, so it is quite faint. From 2021, Katinat belongs to D1-Concepts - the company that owns 3 other brands: San Fu Lou, Aunt
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Mai restaurant and Japanese restaurant Sorae. Thanks to the support from the powerful "financial force", Katinat has the
momentum to expand the chain rapidly.
- The turning point has come since the pandemic. When many prime locations were returned, Katinat quickly grasped and built large and
beautiful stores, changing the brand identity, concept, and colors to be more modern and luxurious. By the end of 2022, the number of
stores will reach 33. Along with the strategy of diversifying products according to each holiday of the year as well as creating trends to
help attract potential customers and promote customer behavior more. At the same time, trends are also a way to effectively promote
brands in the era of growing youth trends on social networks.
• Katinat's competitors
In the Vietnamese coffee market, there have been many big players such as Highlands Coffee, The Coffee House, etc. Therefore, Katinat also
has to compete directly with these rivals. Besides, local cafes also create pressure for the development of Katinat (Dinh, 2023).
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Figure 22: Katinat Saigon Kafe's competitors (Dinh, 2023)
The brand positioning (Positioning) of Katinat is in the mid-range but is more geared towards Gen Z youth, so actually, Katinat is different from
the previous brands. While Highlands focuses more on the office world and traditional beverage lines. The Coffee House is the same, but more
contemporary. Design changes but the coffee taste is still traditional. Moreover, the R&D (research and development) products of these brands
are not unique yet. That's why Katinat Saigon Kafe's strength is its seasonal beverage R&D development department. This is an effective
marketing strategy for the brand, helping to capture the consumer trends of customers and create products that match their preferences and tastes.
From there, businesses can create a competitive advantage and increase the uniqueness of their brand. Although compared to Highlands, The
Coffee House and Phuc Long, it is true that the number of Katinat's current stores is not equal, but the diversified and constantly innovative
product development strategy is a lesson from Katinat that brands tea-coffee top should concern. (Dinh, 2023)
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Figure 23: The Coffee House's rainbow cup (Quang Vu, 2022)
Regarding the difficulty, when a brand continuously develops the chain model too quickly, it will affect the operation process, as well as product
quality. This difficulty is not only for Katinat Saigon Kafe but also any brand that develops the chain too quickly. Along with that, when
expanding the brand to other cities, obstacles in the supply of human resources and input materials will affect product quality, as well as the
brand. In particular, when a brand opens many branches, it will inevitably compete with itself. Because if the concept is the same, the layout
space does not change, customers will ask themselves what is new to check in. Because Katinat has positioned the brand through creative trends,
this is considered a difficult problem because there are advantages and disadvantages.
4.1.2 Customer insight

4.1.2.1 Geographic
The Katinat Saigon Kafe system, a part of Café Katinat Joint Stock Company (Katinat Café Company), was established in early 2016. It is
renowned as a typical coffee brand in Ho Chi Minh City, not only for its beverages but also for the location and suitability of its space for
practically all clients. The Katinat Saigon Kafe network will have 10 locations, nine in Districts 1 and 3, and one in Bien Hoa, by the end of
2021. Because they don't run any aggressive media marketing initiatives, this company is not very well-known in Ho Chi Minh City. However,
by the end of July 2022, Katinat Saigon Kafe had steadily added 23 more branches, bringing the total number of owners in Ho Chi Minh City,
Dong Nai, Binh Duong, and Tien Giang to 33. This was achieved by "taking advantage" of the opportunity presented by the "restructured" F&B
industry following the COVID-19 conference (Dinh, 2023). After a period of development and achieving sustainable successes in Ho Chi Minh
City and the Southern region, it will be necessary for Katinat to expand its brand in Hanoi. The location that Katinat Saigon Kafe chooses to
expand in Hanoi is very favorable, being the 'play-out' center of young people and close to the office area, specifically 3 stores located on
Nguyen Chi Thanh Street (District Dong Da), Phan Dinh Phung (Ba Dinh District), and Ly Thuong Kiet (Hoan Kiem District) (Ha Anh, 2023).
And recently, the shop at Ly Thuong Kiet opened and attracted a large number of young people queuing to buy.
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4.1.2.2 Demographic
Age 16 - 25 25 - 40
Student, the young Office workers, people working online, freelancers, Family, etc.
Profession
Unstable income but diverse needs Have a stable income and long-term ability to pay for the products
Income
Group of customers who need to meet friends need study This group of customer needs space, quality products, and
Demand
space services
Table 2: Katinat Saigon Kafe's customer demographic
4.1.2.3 Psychographic
Duck-neck blue, gray, and beige, along with the opulent glass windows, have produced a particularly special appeal for Katinat. Many young
people, notably members of Generation Z and Generation Y, enjoy "check-in" at Katinat because of its outstanding architectural space. Many
visitors to Katinat especially like coming here to socialize, work, and study because of its attractive look. Katinat has progressively turned to
maximize the "indoor" area after being first drawn to the "outdoor" design near the sidewalk space. Optimizing space and decor has
demonstrated the Katinat coffee chain's attention to changes in consumer lifestyles in addition to offering stability.
4.1.2.4 Behavioristic
Customers might be either male or female and range in age from 15 to 40. These customers are students, students who are more or
Persona less financially dependent or have average - good income. Additionally, office employees, independent contractors, etc. have
factor steady salaries, are ready to pay for beverages, and are happy with the bar's setting. Typically, these clients come to Katinat
looking for a location to work and study, as well as a place to hang out with friends. It will be a venue that many consumers adore
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with an attractive setting and beautiful and spacious hues.
Customers come to Katinat looking for a large room to congregate and speak with friends or simply want a quiet place to study
and work alone. In addition to the benefits of space, Katinat offers a comprehensive range of beverages, including coffee, tea,
Psychologic
milk tea, and desserts, to meet the needs of visitors to the business. Additionally, more individuals working and studying at the
factor
coffee shop will foster a serious environment that encourages everyone to be motivated and pay closer attention to what they are
doing.
Culture is the driving force behind consumer needs and behavior. With the tendency to find creative stimulating spaces to work,
Culture
rather than "binding feet" in offices with only computers, monotonous tables, and chairs. Therefore, customers are always looking
factor
for spaces that meet their needs so that they are not limited and can unleash their creativity.
Each item at Katinat typically costs between 32,000 and 65,000 VND. Segmented pricing helps brands provide a wide range of
clients with the best possible service. A product might have several variations depending on the demands of the consumer. As a
Social
result, beverages at Katinat are divided into two sizes, M and L, with a 10,000–15,000 VND price difference between them.
factor
Katinat has improved its capability to serve all client groups, from students with low purchasing power to office employees,
young adults who have worked, and those who are willing to pay more "strongly" for superior goods and services.
Table 3: Katinat Saigon Kafe's customer behavioristic
4.1.3 Customer personas
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Figure 24: Katinat Saigon Kafe's customer personas 61
4.2 Define Online Value Proposition (OVP)
In marketing, a value proposition is a succinct description of the advantages that customers who purchase a company's goods or services would
experience. It acts as a statement of purpose both within the organization and in the marketplace. A value proposition is a promise made by a
business to a market or client segment. The proposition is a clear justification for a client to purchase a good or service from that specific
company. The characteristics of a product's added advantage should be communicated, together with the justification for why it is superior to
competing products, in a value proposition. The optimal value proposition is direct and appeals to the main factors that influence a customer's
choice. Companies utilize this claim to target clients who will gain the most from utilizing their products, which contributes to the preservation
of their economic moat (Alexandra, 2023).
The Katinat Saigon Kafe chain was initially focused on Saigon-style Street coffee culture. Currently, this business places a lot of emphasis on
milk tea goods that are appealing to youthful clients with higher spending habits. Not following the path, Katinat still makes a difference in its
products. In contrast to 2016, when the company picked tea components from Bao Loc (Lam Dong), the Katinat Saigon Kafe fan page
frequently promotes the worth of Oolong tea buds cultivated on the Moc Chau plateau. In addition, Katinat promotes the introduction of fresh
milk tea goods such as rambutan milk tea, D'ran pink milk tea, four-quarters milk oolong tea, pearl cheese topping, etc. A special thing in
Katinat's business strategy is that this brand also brings value to customers through price, also known as "Value Proposition". For example,
along with the price of 45,000 VND for a cup of lychee tea, other brands will give about 4 pieces of cloth, while Katinat will be 6 pieces. This is
a way for brands to attract customers by offering them products or services that are worth more than what the customer pays. This can help
Katinat create a competitive advantage and foster brand loyalty (iPOS.vn , 2023)
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5 TACTICS
5.1 Omni channels
Regardless of the channel clients utilize, the goal of the omnichannel sales, marketing, and customer service strategy is to give them a consistent
and seamless brand experience. The organization's distribution, advertising, and communication channels are effectively connected on the back
end, ensuring a seamless and uniform shopping experience for customers whether they are making purchases online from a desktop or mobile
device, over the phone, or in a physical store. Customers have access to several communication and buying alternatives when using an
omnichannel strategy. A client is more likely to support a company and make repeat purchases when they can shop utilizing their chosen
channel. Additionally, omnichannel marketing enhances customer experiences, which raises the possibility of repeat business and brand loyalty
from customers (Awati, et al., 2023).
5.1.1 Offline channel
The main benefit of offline marketing is that it may be very specialized in terms of geography and interests. Despite the fact that you may not
reach as many people as you would with online advertisements, those who do see your advertisement are more likely to act (or convert) than
those who read about it on a website. In order to make your marketing initiatives seem genuine and connected to your company's local
community, offline marketing also allows you the ability to build brand recognition and construct a company image through appropriate
messages and locally relevant imagery. Offline marketing is still a very successful technique to contact the target market, despite the fact that
more and more individuals are conducting business online. Most people can easily see offline marketing every day. Everything has it, from the
advertisements in your neighborhood newspaper to the leaflets stuck to the phone poles on your block. Never underestimate the potential
potency of your offline marketing activities, no matter how big or little they appear to be (Horowitz, 2023).
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Customers who sign up for the campaign will be asked to complete a survey about their interests directly on the application. Based on the
findings, the application will then identify customers who are highly compatible. Customers will receive an e-voucher as a reward for
completing the survey. Throughout the campaign days, a promotion for this e-voucher will run. Customers simply need to download this coupon
to their smartphone in order to use it when they visit any businesses between August 18, 2023, and August 22, 2023. Katinat has merged the
details of the client who holds this e-voucher in order to demonstrate the connection between online and physical channels. As a result,
whenever a consumer visits any Katinat branch and utilizes it, their information is instantly displayed and points are automatically paid to their
account.
Standee is a type of large self-standing display used to promote a brand, product, or event. They can be anything from self-standing posters to
3D displays with moving parts and lights. Their portable nature makes them an easy and attractive promotional tool. It is for this reason that
Katinat decided to use the standee to advertise this campaign. Standees will be placed at Katinat stores in Ho Chi Minh City and Hanoi with the
hope of attracting young people to participate in this campaign. Besides, Katinat cooperates with famous KOLs such as Dang Thu Ha and team
Schannel, Tun Pham, and Long Chun. To promote the campaign among Katinat's clients, particularly young people, Kol will feature in
advertisements, television commercials, and offline events for the "Cau O Thuoc" campaign. Hopefully, the campaign will be successful because
of the message and the tale that Katinat and the KOLs worked together to deliver to everyone.
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Figure 25: Check-in background
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Figure 26: Campaign standee 66

Social media marketing is a powerful way for businesses of all sizes to reach leads and customers. People discover, learn, follow and shop from
brands on social media like Facebook, Instagram. Effective social media marketing can bring significant success to a business, generate
dedicated brand advocates, and even drive leads and sales. Social media marketing is a form of digital marketing that leverages the power of
popular social media networks to achieve marketing and branding goals. But it's not just about creating a business account and posting when you
feel like it. Social media marketing requires a growing strategy with measurable goals and includes posting photos, videos, stories and live
videos that represent the brand and attract the right audience (WordStream, 2019).
Vietnam has 98.56 million people overall, of which 73.2% use the internet, and 78.1% are active users of social media. Even though Vietnam's
rate of urbanization is below average when compared to other Southeast Asian nations, a surprising number of people there use digital devices to
access the internet every day.
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In Vietnam, the average person uses the internet for 6 hours and 38 minutes per day, while watching television for about 3 hours.
(Including broadcast and streaming). They spend 2 hours and 38 minutes per day on social media, on average, in the interim. The source claims
that both of these activities continue to grow (+4.4% and +5.0%, respectively), suggesting that digital content, particularly that on social media,
is increasingly a part of Vietnamese people's daily lives.
Figure 27: Essential digital headlines (AsiaPac, 2022)

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Figure 28: Daily time spent with media (AsiaPac, 2022)
With the advantages of social networks and Vietnamese people's usage patterns, Katinat believes that this is an ideal medium for advertising and
expanding the campaign to additional clients. The timing of the "O Thuoc Bridge" campaign to capitalize on the trend, along with the
widespread use of social media, will aid Katinat in drawing in the brand's target demographic.
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5.1.2.1.1 Website
In many other markets, including Vietnam, Google has always been the dominant search engine. Particularly, in 2022 there will be 226 million
Vietnamese users of Google, which is 100 million more than YouTube, the website that is ranked second. In Vietnam, Google is without a doubt
the most effective digital advertising platform for business growth. VnExpress, Channel 14, and 24H, three well-known local online newspapers,
are among the top three most visited websites in Vietnam, according to this source. These platform sites can be a good place for foreign
businesses to start digital marketing campaigns because a sizable local Vietnamese audience regularly visits the site for the most recent news and
information, the first in Vietnam to use programmatic advertising to successfully target local prospects. (WordStream, 2019)
Website is still a wonderful option for posting and informing customers about this promotion. Regarding Katinat's website, the business did a
superb job creating and establishing it. Katinat will thoughtfully plan and conceptualize the image and language used in this campaign to draw in
viewers. A website is a particularly effective tool for online branding when the company image and product information are consistently
available and leave a lasting impact on visitors, helping them to remember the brand. Having a website with a lovely UI that gives users clear
and helpful information is one method to make Katinat stand out from the competition.
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Figure 29: Most-visited Websites (WordStream, 2019)
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Figure 30: Banner on website
5.1.2.1.2 Facebook
In Vietnam, Facebook is a social platform that is used by most people even when they spend a lot of time in the day. According to statistics by
June 2021 of NapoleonCat (a tool to measure social network indicators), the total number of Facebook users in Vietnam is nearly 76 million
people, accounting for more than 70% of the national population increased by 31 million users compared to 2019 and still leads the list of
popular social networks in Vietnam.
Figure 31: Facebook users in Vietnam (HR1Tech, 2021) 73

For this campaign, Katinat will give Facebook top priority when it comes to advertising platforms. Katinat's Facebook page currently has
123,000 likes and 128,000 followers. It will be a good platform for Katinat to promote the future "O Thuoc Bridge" campaign with these many
likes and engagements. To be diversified and available to various audiences, posts will mostly take the form of images, videos, memes, and
reels. Katinat intends to disseminate the campaign on this platform with success by utilizing the lovely color scheme and the design team, who
constantly improve the graphics and text while uploading.
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Figure 32: Facebook post 1
Figure 33: Facebook post 2 76
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Figure 34: Facebook post 3
5.1.2.1.3 Instagram
Instagram has 10,717,000 users (up to now) of which the audience is mainly young people, aged 18-24 (accounting for more than 30% of the
total), mainly women (62.7 %) with content focusing on art, entertainment, food, travel & fashion.
Figure 35: Instagram users in Vietnam (HR1Tech, 2021)

Understanding Instagram is a platform that draws a lot of foodies and food enthusiasts, particularly female friends. Katinat has 3,367 followers
on their own Instagram account, which is a sizable figure. Young people enjoy Katinat's Instagram because it has gorgeous designs and attractive
information. Katinat will use the same content that was published on Facebook to promote Instagram methods in order to broaden the audience
for their products.
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Figure 36: Instagram post 1
Figure 37: Instagram post 2 80
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Figure 38: Instagram post 3
5.1.2.1.4 TikTok
TikTok advertising is one of the popular options to help businesses reach young customers in a creative and fun way. From promotional posts to
influencer collaboration campaigns, TikTok gives brands the freedom to express their creativity with a variety of ad formats. According to the
latest research by Decision Lab, TikTok is gradually catching up with YouTube as the favorite platform to "surf time" with a popularity of 13%,
behind Facebook 48% and YouTube 15%. At the same time, in the latest survey, 1455 Vietnamese people were asked: "What is the social
networking platform you are using?" The published results show that Tik Tok and Instagram are the two social networks with the highest market
penetration of 58% and 49%, respectively. When comparing with historical data, it is easy to see that Tik Tok is growing fastest as market
penetration increased from 15% to 58%, up 43% within 2 years.
Figure 39: TikTok's market penetration increased dramatically (Pmax, 2022)

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Hashtags play an important role on TikTok. Hashtags (#) help users find videos they're interested in, engage with, and build communities based
on the things they love. In addition to increasing post visibility, Hashtags become even more powerful when used in challenging ad campaigns.
The Branded Hashtag Challenge encourages users to reinvent influencer videos. When participating in the hashtag challenge, users can post their
video with the corresponding hashtag to interact with the brand. From there, the Branded Hashtag Challenge helps businesses increase brand
awareness, boost engagement, and expand their fanbase. Not stopping there, research from TikTok and Nielsen also showed an increase in ad
recall (Ad Recall Lift) by 66.3%, and a significant increase in brand preference by 15.7% (Pmax, 2022).
The "O Thuoc Bridge" campaign's centerpiece is a matching program that gives young people the chance to find a partner before the Qixi
festival. Katinat will collaborate with well-known KOLs on social media, particularly TikTok, with the aim of creating material that is similar to
the desired brand campaign. Long Chun and Tun Pham, two TikTokers who are in the campaign's target customer file and have a sizable fan
base, received an offer from Katinat to collaborate because they are currently producing a series about a couple that is in line with the goals of
the campaign.
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Figure 40: Long Chun's TikTok and the series dating Tuan Trinh (tuncamon, 2023)
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Figure 41: TikTok video collab with KOLs
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5.1.2.1.5 YouTube
According to the statistics below, the percentage of YouTube viewers in Vietnam by 2022 is 70 million people and is expected to continue to
increase in the next 2 years (Degenhard, 2021) while by 2022 the population of Vietnam is 98,186,856 people (Macrotrends, 2023). It means
more than 71% of the population in Vietnam has at least 1 YouTube account. From those data, we can see that the YouTube platform is a
potential place and it has a very high audience reach. Therefore, promotional videos can be uploaded to the YouTube platform to reach more
people.
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Figure 42: Forecast of the number of YouTube users in Vietnam from 2017 to 2025 (Degenhard, 2021)
Advertisement on YouTube can help connecting with the audience. Ads that appear on or next to YouTube videos can help connect with
potential customers in a memorable and unique way. Besides, the business can also reach the right people by using YouTube to reach out to
your customers based on topics, keywords, or demographics. Moreover, the company can also calculate your success as follows, check to see if
they are reaching the right people. The unique combination of video access, sharing, and community on YouTube provides an unrivaled
opportunity for audience engagement. Sight, sound, and motion can elicit emotional involvement with content that other forms of media cannot
(Google, 2023).
By promoting ads through YouTube advertising and hosting them on a YouTube curated profile page, it can improve their discovery and
engagement (shares, comments, and likes). A sophisticated set of measurement tools, including YouTube Analytics, can teach video creators a
great deal about their viewers. Some of the data available includes audience demographics, levels of engagement, and performance compared to
similar videos. This data can be used by video creators to increase and deepen viewership among a target audience (Google, 2023).
To publicize and evaluate the business's new campaign, Katinat will work with Schannel. Along with the clientele that Katinat is aiming to reach
with the campaign, Schannel has drawn a sizable fan audience, primarily made up of Gen Z with 3,72 million subscribers, thanks to its
inventive, amusing programming and endearing VJ (Schannel , 2023).
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Figure 43: YouTube video collab with KOLs
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5.1.2.1.6 ShopeeFood/GrabFood/Baemin
Online food ordering applications have many benefits to follow. It is the main sales channel during the pandemic. Online food ordering
applications help restaurants and eateries to maintain business, especially in times of epidemics and social distancing. If in the past, restaurant
chains appeared on food ordering applications to catch up with trends, promote brands and reach potential customers, the "big lesson" from the
Covid-19 epidemic had a great impact on the world. food industry. Many restaurants and cafes were heavily affected by the epidemic, causing a
serious decline in the main sales channel - direct sales. Thanks to the "app", sales on online food ordering applications that the number of orders
is maintained. This is also the "salvation" of many small brands to be able to stand and continue to develop after social distancing. Even, due to
the characteristics of models and dishes, where revenue comes mainly from offline channels, Covid-19 creates a very different picture.
Customers tend to order food online more than choosing to go to restaurants to use direct services, which means that restaurant owners are
forced to shift sales from offline to online channels to fill the gap in sales. revenue due to a decrease in customer arrivals. Since then, the food
delivery model suddenly became a popular service and achieved surprising growth. (iPOS.vn , 2022)
Otherwise, online food ordering applications have an impressive growth. Selling online as a solution to "live with the flood" is chosen by many
restaurants and cafes to maintain operations. At the same time, it is undeniable that online business on applications is an opportunity for many
brands when they not only reach an increased customer source but also access a new source of customers, improve the quality of food and create
trust with customers. The form of ordering food online is no longer strange to users, but during the epidemic season, this form is more popular
than ever. In fact, the comparison of eating out and ordering delivery does not differ too much in terms of cost. The applications even launched
promotions and discounts, making this service even more "popular". The negative effects of the Covid-19 epidemic cannot be denied. However,
this change in general has caused a big change in consumers' eating habits, shifting to online ordering even when the epidemic is under control.
(iPOS.vn , 2022)
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According to some restaurant owners, after the period of social distancing, although the number of customers returning to eat at
the restaurant gradually increased, the order-ordering applications still maintained a good rate. The "new normal" that Covid-19 established
contributed to the formation of new eating habits for some users. If during the period of social distancing, customers order food online because
they have no other choice, now they begin to realize the utility of this channel. Therefore, many brands have also changed their strategies and put
more effort into promoting this channel. They began to realize other benefits from the ordering application such as maintaining sales with a
significantly reduced number of employees, not afraid of narrow selling locations without customers, etc. to more important things in business
such as focus on optimizing content, digital marketing strategies, promotions, etc. At a time when online platforms specializing in food delivery
are developing strongly, the fact that restaurants and eateries "apply" is now not only a "symbiosis" during the pandemic, but can also bring
brands to customers. "bumper" with a series of unimaginable benefits. The first benefit to mention is the access to a large number of potential
customers from many regions, which is limited when doing traditional business. No need to spend too much communication costs, just cooperate
with ordering applications to be able to connect with millions of diners. In addition, the brand also minimizes the cost of "prime" premises and
saves budget and time for delivery. From the customer's side, when ordering through applications, they also save time traveling, crowded,
queuing, etc. when buying things at restaurants. There is no denying the explosion of the Vietnamese F&B market on online platforms. Brands
should take full advantage of the technology that online food ordering applications support to improve business performance. "Convenient to
push the boat", sales channel via online ordering application is expected to continue to be focused and invested to ensure a balance in revenue
from channels. (iPOS.vn , 2022)
In all 3 platforms Shopee Food, GrabFood and Baemin; Katinat currently has good buys and reviews:
- ShopeeFood page of Katinat Cong Hoa branch, Ho Chi Minh City has a total of nearly 2000 reviews with 1340 5-star reviews, averaging
4.8 stars. In addition, all items on the ShopeeFood menu have an average of 1,000 cups sold. (ShopeeFood, 2023)
- GrabFood page of Katinat Cong Hoa branch, Ho Chi Minh City currently has a total of nearly 338 reviews with a majority of 5 stars, an
average of 4.4 stars. (Grab, 2023)
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- Baemin page of Katinat Cong Hoa branch, Ho Chi Minh City has a total of more than 500 reviews with the majority of 5
stars, averaging 4.4 stars. (Data from app Baemin)
With such positive signals on food delivery platforms, it makes sense to promote the new collection on those platforms. Changes on food
delivery platforms include: change the banner, add new collection items to the top in 1 week of campaign promotion.
Figure 44: Update campaign on ShopeeFood 91

Figure 45: Update campaign on GrabFood
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Figure 46: Update campaign on Baemin
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5.1.2.2 Digital channel
Marketing channels are tools used by marketers to connect a producer or business with a group of potential customers. Professionals can manage
sales through a variety of channels and create a successful marketing plan for their company. Each channel may have a distinct function, such as
establishing a brand identity or disseminating details about a new product (Indeed, 2023).
• SEO
This year, demand for SEO has risen to an all-time high. As consumers massively move to online, even the most traditional businesses realize
they need to accelerate their digital transformation. SEO is the most viable and cost-effective way to understand and reach customers at the times
that matter. Google, being the most visited website in the world (and especially in the US), is also the most popular email provider globally with
over 1 billion users. Google, is the most visited website The most popular email provider in the world (and especially in the United States), is
also the most popular email provider globally with over 1 billion users. Being valued by Google and other search engines as a trusted resource
will always work in favor of the brand. Quality SEO and a branded high-quality website there. (Hollingsworth, 2021)
Figure 47: Search Engine Market Share (Hollingsworth, 2021)

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The benefits that SEO brings such as:
- Builds Trust & Credibility (Hollingsworth, 2021)

- The Best Way to Understand the Voice of the Consumer (Hollingsworth, 2021)
- Good SEO Also Means a Better User Experience (Hollingsworth, 2021)
- Increased Engagement, Traffic & Conversions (Hollingsworth, 2021)
- Impacts the Buying Cycle (Hollingsworth, 2021)
- Relatively Cheap and Very Cost-Effective (Hollingsworth, 2021)
- It’s a Long-Term Strategy (Hollingsworth, 2021)
Figure 48: Katinat search result on Google

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Katinat enhances website rankings through keyword research, content updates, and traffic tracking. For example, search terms on Google such as
"Saigon coffee", "Saigon beautiful coffee".
Figure 49: Katinat key word search on Google
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• Backlinks
Backlinks (also known as “inbound links”, “incoming links” or “one way links”) are links from one website to a page on another website.
Google and other major search engines consider backlinks “votes” for a specific page. Pages with a high number of backlinks tend to have high
organic search engine rankings. (Backlinko, n.d.)
Figure 50: Backlink explanation (Backlinko, n.d.)

So, for this Katinat campaign, it is necessary to create blogs with prominent titles and at the end of the articles with links to Katinat's website, the
campaign posted on social networking sites as well as the download link of the Katinat app. The title will focus on the customer's problem,
which is the desire to find a lover and thereby offer a solution. Thereby, customers see this as a solution to their problem, not an advertising
article of the brand. (Backlinko, n.d.)
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Figure 51: Blog for backlink
5.2 Touch points
Figure 52: Customer journey map
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6 ACTION PLAN
6.1 List timeline of activities/tasks of digital marketing campaign
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Figure 53: Work breakdown structure
6.2 Determine the milestones, and stages of the campaign
Figure 54: Milestone
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Figure 55: Timeline
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6.3 Budget breakdown for each activity
Figure 56: Budget estimation
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7.1 List of measurement metrics/indicators used in digital marketing
The key performance indicators (KPIs) known as digital marketing metrics are used to assess the effectiveness of a company's online marketing
initiatives. Utilizing digital marketing analytics is intended to monitor and analyze how customers engage with your business on websites and
social media platforms (Indeed, 2022).
Businesses may assess the tactics employed to reach both current and potential clients through targeted campaigns or broad marketing initiatives
using the framework provided by digital marketing analytics. These data may also assist marketers in coming up with fresh approaches to tailor
their strategies for boosting client acquisition and brand recognition. Professionals may optimize their efforts on successful campaign tactics by
avoiding potentially unproductive techniques with the help of digital marketing data. Budgets, advertising campaigns, and sales estimates may
all be impacted by the data that digital marketing analytics provide (Indeed, 2022).
Considering the objectives that the firm has set for the campaign, such as getting 100 users to join the matching campaign on the Katinat app in
the first week. Additionally, there must be 100 comments on the campaign after two weeks. Additionally, Katinat's Instagram account and fan
page must amass 100 likes and 50 followers. Finally, within two weeks of the campaign's start, there must be 200 hashtags mentioning Katinat.
Since then, Katinat Saigon Kafe has used a number of indicators to achieve this objective.
Search engine optimization (SEO)
Marketing professionals use search engine optimization as both a technique and a measure to increase website traffic and evaluate outcomes.
These metrics will be utilized to generate possible keywords and examine the primary keywords related to the website because SEO relies on
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keywords to produce search results. then find out how keyword techniques have increased traffic to the pages on your site
(Indeed, 2022). Utilizing the primary keywords will improve consumer accessibility and boost traffic to the campaign's content. The information
from there will be used by Katinat to determine whether the campaign is successfully reaching the intended customer file.
Conversions
The number of website visitors who actually sign up for newsletters or make purchases is shown by conversions. Users who download material
from your website are included in the conversion metric. The objective of growing website traffic is to convert visitors into consumers because
this results in more followers or outright purchases. A greater conversion rate denotes effective product offerings, compelling online content, and
successful marketing initiatives (Indeed, 2022). Katinat manages this campaign using her own app, and with the help of this statistic, she can see
how many people have signed up as members. You may then utilize the client data you have to advertise the campaign to customers. The
effectiveness of this Katinat campaign will be determined by the conversion rate.
Trends in searches
Look at the usage of search results and search trends. The need to update material like blog posts and landing pages may be indicated by
keyword trends. With this effort, Katinat wants to revive the rainbow cup experiment's earlier success as a trend. Utilize search trends from
specific data periods to assess periods of high and low traffic and compare year-to-year variances in search results.
Demographic data
Demographic information is used by marketers to identify the traits of website users. They use this information to make decisions about where to
position their advertisements and how to provide the best content for their target market (Indeed, 2022). Katinat conducts surveys to acquire data
and identify complementary things. Additionally, by taking that step, Katinat may quickly get data on consumers' preferences and needs, which
will help to optimize the experience and reassess the company's long-term customer goals.
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Brand awareness
Brand mentions in third-party reviews and social media discussions provide marketers with anecdotal proof of a brand's effectiveness in the
broader market, even if brand awareness can be a difficult statistic to assess with precise numerical data. The following techniques can be used
to gauge brand awareness:
• Branded searches: These occur when customers use search engine websites to look for your brand name. This is an additional metric to
assess organic traffic. (Indeed, 2022)
• Social media post likes: Tracking social media post likes can help you determine how many interactions or engagements are taking place
on your website. (Indeed, 2022)
• Sharing of content: Tracking how many people share your social media posts is another approach to gauge the level of online brand
awareness that has been created. Reposting articles from the page for your company might be one example of this. (Indeed, 2022)
• Social media comments: Comments on social media platforms also indicate that customers are interacting with your business, which is a
sign of its popularity there. (Indeed, 2022)
• The number of followers: Brand recognition is directly correlated with the number of users that follow your brand on online social media
platforms. Gaining more followers may boost website traffic and signal effective marketing efforts. (Indeed, 2022)
• Brand mentions: Online discussion or mentions of a brand demonstrates brand awareness. Marketing experts monitor good and negative
mentions to find strategies to reshape a brand's online reputation. (Indeed, 2022)
In particular, Katinat wants to leverage the social media platforms like Facebook, Instagram, TikTok, and others as a communication platform
for this campaign in order to gather campaign comments as well as likes and followers.
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Click-through rate
The percentage of persons that clicked on an advertisement that directed them to your website is measured by click-through rates. Increasing
click-through rates is a key objective for marketers since it may provide more leads (Indeed, 2022).
Response rate
The number of users that react or look into a company's offers are indicated by the response rates for digital marketing communications. This
might refer to how many email newsletter subscribers respond to a survey or whether potential customers fill out a form expressing interest in
the company. Response rate analysis aids in the campaign's success and achievement of its goal (Indeed, 2022).
7.2 List measurement tools
For evaluating the campaign by measuring the initial goals set out. The company's goal for this campaign is to have 100 people join the pairing
campaign on the Katinat app within the first week. And after two weeks, there will be 100 comments on the campaign, including a new
collection of drinks and desserts made with red beans, as well as mugs specially designed for this festival, the grafting campaign double and
page. Katinat's fanpage and Instagram account must also reach 100 likes and 50 followers. Finally, the hashtag about Katinat and the campaign
must hit 200 within two weeks of the campaign's launch. So here are different tools to measure for each campaign goal.
• Measure the number of people who download the application to the device: Google Mobile App Analytics
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This is the most famous Analytics tool not only by brand but also with the features and services provided by it. It will help you to grow your user
base on all platforms and in one central location, we can measure everything from user engagement to app crashes. The main feature is it is
providing infrastructure to build along with analyzing the app.
Platforms: Many people will say it's an android centric tool but it also provides services to other platforms like iOS & unity
Pricing: It is providing basic services for free of cost
Spark- Free with limited services
Flame - 25$ / Month
Blaze - Can opt for this service based on our requirements. The price will be calculated according to it.
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Figure 57: Google Mobile App Analytics (Pitchel, 2015)
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Pros Cons
- Application performance and monitoring, A/B tests, Advanced - No integration with iTunes for conversion analytics
crash reporting, In-depth audience segmentation, Deep linking - No cohort analysis
performance - Usage is difficult for first-time users, need assistance to
- Can able to combine App & web data for unified reporting & explore all the features
analysis - Pricing is not fair for the apps with high traffic
- Omni channeled product
- Integrated with google play for conversion tracking and easy &
comprehension to use.
- Constant development and enhancing the product
Table 4: Pros and Cons of Google Mobile App Analytics (Menda, 2021)
• Measure the number of people reached on social networking sites: Fanpage Karma
Fanpage Karma is a tool to support analysis and evaluation including: Facebook and Instagram. These include: engagement, growth, commonly
used content sources and keywords, top post content, frequency, engagement by day and time, post type, and other metrics. A detailed Fan page
breakdown of keywords and interactive content sources (tagged by color to indicate level), length, post type, post history, etc. The software
enables reputation management by helping users discover influencers and copywriting ideas while allowing them to respond to messages from
multiple social media channels in one place. With personalized reports that can be generated on demand or scheduled in advance with team
members, the Karma fanpage simplifies digital content management for businesses. A centralized repository that allows professionals to monitor
content makes it easy for teams to share real-time updates. In short, the tool streamlines many of the tasks involved in social media management,
leaving more time for other important business activities.
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Figure 58: Fanpage Karma Explanation (TrustRadius, 2023)
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Pros Cons
- Real-time insights: Several users have praised Fanpage Karma for - Data visualization: Some users have expressed that
providing real-time insights on social media posts, making it easier to the data visualization of Fanpage Karma's reports
track, analyze and report on their performance. The platform provides needs improvement, especially when it comes to
detailed data on what's happening on social media profiles as well as interpreting Facebook insight data
competitors' profiles. This feature has been a game-changer for businesses - Automated reports: A few users have reported that
looking to stay up-to-date with their digital marketing strategies. the automated reports provided by Fanpage Karma
- Competitor analysis: Many reviewers appreciate the ability of Fanpage are unattractive and difficult to interpret.
Karma to monitor competitors in one look and provide in-depth - Pricing and free trial period: According to some
competition analysis, hashtag analysis, and content analysis. The side-by- users, Fanpage Karma can be costly and has a
side comparison of the user's brand and competitors makes it easy to keep short free trial period. Additionally, some find that
everything together while also allowing them to benchmark analytics for all pricing for additional features can add up quickly.
social channels.
- Customizable reporting: A common sentiment expressed by customers is
that they appreciate Fanpage Karma's customizable reporting feature that
provides useful insights in a very effective and graphical way. With the
ability to export readymade reports in many formats, including built-in
infographics, creating presentations using this tool is both easy and
efficient.
Table 5: Fanpage Karma's pros and cons (TrustRadius, 2023)

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• Measure the number of users using hashtags on TikTok: Brand24
Hashtag tracking is just a feature of Brand24. The tool allows not only tracking but also analyzing hashtag performance and more. The Analytics
tab inside the tool contains a lot of data that gives you better context around your campaign hashtags. Some of the most important metrics you
should focus on are: Mentions Volume; The social reach of a hashtag; Interactive volume; Sentiment analysis around hashtags; Other common
hashtags; Discussion context.
Figure 59: Brand24 explanation (TrustRadius, 2022) 113

Pros Cons
- Cross-platform monitoring. Brand24 scours the entire length and breadth of the - Not an all-in-one tool. Brand24 is a great
internet for mentions. It doesn't just track the main social media channels: choice for social listening—but that's pretty
Depending on the plan you subscribe to, it can also track review sites (e.g., much all it can do. Unlike some
TripAdvisor, Yelp, etc.), online marketplaces (App Store), Google Play), forums, competitors (e.g. Agorapulse), Brand24
blogs, news sites, newsletters, and even podcasts doesn't have any comment publishing,
- Deep insights. Brand24 offers deeper insights than many of its competitors. It goes scheduling or management features. So, it
beyond the basics and offers a wealth of metrics to help you analyze the quality may be necessary to use it in conjunction
and quantity of mentions, including useful proprietary metrics like Presence Score. with other tools for a complete social
- Clean user interface. Unlike some competitors, it doesn't feel cluttered or difficult media management solution. Brand24, on
to navigate. Everything is condensed and organized into a number of dashboards. the other hand, has more in-depth social
There's no learning curve—it's super intuitive and simple enough for beginners. listening than can be found in any 'all-in-
- Easy reporting. All you have to do is select the data and time period you want to one' tool.
include and it will take care of the rest for you. - There are no real-time updates on lower
- Industry-leading social listening functionality. Brand24 is a feature-rich platform prices. Real-time data is not received on
100% focused on social media tracking. This means that all of their time and Individual or Group plans. This is an
resources are spent developing functionality for this exact task – no distractions or important feature and can be a problem
building features you might not need. solver for small businesses that can't justify
the cost of a Pro or Enterprise plan.
Table 6: Brand24's pros and cons (Connell, 2023)

114
7.3 List a set of actions to improve performance in Digital Marketing
With this constantly changing environment it's a good idea to find ways to continually update and refine digital marketing strategies so as not to
become stale or out of place in the noise. Here are 5 ways marketers can re-evaluate their digital marketing goals to maximize impact and
results.
7.3.1 Focus on Conversion, Not Just Leads

Data is one of the key components of a successful digital marketing strategy. Every choice a marketing team makes should be influenced by data
and metrics. In the current market, this entails sifting through the data to determine which social platforms and websites potential customers
frequent in order to target them with relevant content. (Manthei, 2017)
The traditional strategy of B2C marketing teams has been to cast a wide net and hope for the best, but developments in big data and machine
learning have made it possible to delve deeper and have an impact on conversion rates on a personal level. Marketers can further influence a
customer's decision to buy by directing certain types of content, incentives, or product recommendations at particular demographics and
audience segments. (Manthei, 2017)
7.3.2 Set the Stage for Long-Term Value

While it can be tempting to focus on immediate success, always have the foresight when choosing your strategy. Marketers would be wise to
conduct due diligence and research before investing money in a one-time campaign for a particular social media platform to ensure the
investment pays off in the long run. (Manthei, 2017)
This attitude also affects tools and solutions. When navigating the buying process, marketers should ensure that solutions are established to
support the team's success in the long run, rather than just addressing immediate problems. The team should have a growth strategy and an
115
understanding of how a tool will help make that strategy a reality, although not necessarily perfecting every aspect of the multi-
year strategy. (Manthei, 2017)
There will always be 'trending' or 'novelty' ideas and trends in the industry because technology is changing at an exponential rate. Before making
any choices that could affect long-term growth or revenue, marketers should take care to understand where brands will benefit most from these
trends. (Manthei, 2017)
7.3.3 Double Down on Customer Service

Even though it can be simple to overlook, every single interaction a customer has with a brand affects how they feel about it and is therefore
regarded as "customer service." For digital businesses that must replicate brand-conscious customer service strategies across numerous platforms
and channels, this is even more crucial. Making sure a single customer has a seamless, integrated buying experience across all platforms and
channels is essential to the success of omnichannel marketing. (Manthei, 2017)
Even though providing excellent customer service may seem like a more fundamental concern for traditional brick and mortar retailers than for
online merchants, many of today's brands have demonstrated the value of it in e-commerce transactions. Digital marketers are crucial in helping
the brand develop a reputation for being customer-focused. That personal touch can really stand out in the eyes of the customer, whether it be
through personalized emails, welcome pages, or product recommendations. In fact, 56% of consumers are more likely to make a purchase from a
company that knows their name. Because they anticipate receiving excellent customer service, consumers expect personalization. (Manthei,
2017)
7.3.4 Create the Ultimate Buying Journey

It is possible to streamline procedures and design the ideal buying journey as it becomes simpler for marketers to comprehend their consumer
audience in greater depth. Digital marketers can identify the content that is most popular with consumers and strategically build on that trend for
116
the best possible results. For instance, if a company is aware that the majority of its customers access its website through social
media, it can bolster its social media campaigns and create more efficient workflows to guide the customer from point A to point B. (Manthei,
2017)
Optimizing customers' online and mobile shopping journeys is a crucial part of designing the ideal customer experience. Brands must ensure that
their sites render well, are consistent with brand guidelines, and make it easy for customers to find what they're looking for as shopping shifts to
the internet and then to mobile devices. After all, the likelihood of a conversion is higher the more seamless the purchasing process is. (Manthei,
2017)
7.3.5 Know When and How to Go Back and Refine Processes

While discussing process improvement is simple, it can be a little more challenging for marketers to actually put their hands in the dirt. It might
be time to look back and reconsider what went wrong if a workflow or process simply isn't working. Additionally, this is an excellent chance to
A/B test various campaigns and tactics. Digital marketing is one of the industry's most dynamic aspects. Marketing itself is an industry that is
constantly changing. To stay informed about the processes that are effective and where it might be time to refine them, marketers need to keep
an eye on the metrics and data. (Manthei, 2017)
117
8 CONCLUSION
This study had provided both macro (PESTLE model) and micro environment (7Ps and SWOT analysis) of Katinat Saigon Kafe context in order
to identify opportunities. Furthermore, the report has elaborated an annual digital marketing plan for the brand. There was also an objective for the
campaign that following the SMART model, the campaign strategies and a full digital marketing plan has been created that included application
of online and offline channel and platform. In addition, a touch points path has also been analyzed to illustrate customer experience. Then, an
action plan included work breakdown structure, Gantt chart, milestone and budget estimation for the digital marketing plan have also been
created. Finally, the report has also provided evaluation and control measurement metrics to maintain the quality of the plan. In short, the report
has researched for reinforcing to extend online presences and investing more in digital platforms in the context of Katinat Saigon Kafe. And
elaborated an annual digital marketing plan for the brand to push sales both online and offline and achieve omni-channel marketing in order to
build excellent customer experience.
118
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ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 34. Digital Marketing

Submission date April 26th, 2023 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Thân Thùy Linh GBD210072 Linh

Group number: 2. Nguyễn Trung Mỹ GBD201846

3. Nguyễn Phạm Bảo Ngân GBD210063 Ngan

4. Nguyễn Phạm Duy Uyên GBD210263 Nguyen Pham Duy Uyen

Class GBD1003 Assessor name Trần Nhật Pháp

Description of activity undertaken

1.1.1 Purposes of the Report

1.1.2 Main content of the report

1.2 About Katinat

3 OBJECTIVES AND ISSUES

3.1 Message strategy

3.2 The big ideas

5.1 Omni channels

5.1.2 Online channel

5.1.2.1 Digital platform

6.1 List timeline of activities/tasks of digital marketing campaign

6.2 Determine the milestones, and stages of the campaign

6.3 Budget breakdown for each activity

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

2.1 Overview of the Vietnamese coffee market

2.2 7Ps of Katinat Saigon Kafe

2.2.6 Physical Evidence

2.3 Recent marketing strategy

2.3.1 Risk of customer loyalty

2.3.2 Affix the brand with a contentious product in terms of quality

4 DIGITAL MARKETING CAMPAIGN STRATEGIES

4.1 Target market

4.1.3 Customer personas

5.1 Omni channels

5.2 Touch points

7 EVALUATION AND CONTROL

7.1 List of measurement metrics/indicators used in digital marketing

7.3 List a set of actions to improve performance in Digital Marketing

7.3.1 Focus on Conversion, Not Just Leads

7.3.2 Set the Stage for Long-Term Value

7.3.3 Double Down on Customer Service

7.3.4 Create the Ultimate Buying Journey

7.3.5 Know When and How to Go Back and Refine Processes

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

3 OBJECTIVES AND ISSUES

3.1 Message strategy

3.2 The big ideas

4 DIGITAL MARKETING CAMPAIGN STRATEGIES

4.1 Target market

4.1.2 Customer insight

4.2 Define Online Value Proposition (OVP)

5.1 Omni channels

5.1.1 Offline channel

5.2 Touch points

7 EVALUATION AND CONTROL