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My Marketing Portfolio MY MARKETING PORTFOLIO Thu Nguyen [email protected] Contents Section 1. Brand Analysis & Content Writing….3 For Hellomam………………………….....……………4 For: Smile with Vietnam….………………………28 For: bTaskee….……………………………………..…38 Section 2. Photography & Editing…………………44 Brand Analysis & Content Writing Agenda Company Profile Company Profile Market Assessment Hellomam Brand Element Analysis Competition Assessment Top Competitors Brand positioning SWOT Recommendations Guideline for posting on fan page Other recommendations Company profile About Products Customer profile ● Hellomam is a food company ● Food-safety ingredients Consumers: committed to food safety in the light of terrifying uncontrolled food ● Sets of prepared (chopped, ● Mostly Vietnamese women problems in Vietnam. sliced, peeled,etc.) ingredients aged 25-38, some expats for quick cooking, including ● Founded in 2015 by Viet Duong, cooking instructions ● Educated Thuy Le, and Vinh Truong, funded ● Have high disposable by SSIAM and the PAN group ● Cooked dishes income ● A small company with less than 200 ● Whole sets for praying ● Have little time to cook employees traditions twice a month Organizations: ● Has operations in Hanoi and Ho Chi ● Others Minh, Vietnam. ● International or high-end kindergartens ● Has some orders in other cities which will be delivered by intercity ● Supermarkets buses. However, these orders often have trouble regarding food quality due to long-distance shipping. Company profile Competition Assessment SWOT Recommendations Market Assessment ● There have been numerous ● Online shopping has ● The main social media terrifying problems related to food increasingly gaining favor of channel/communication quality in Vietnam. The most vietnamese consumers. channel in Vietnam is notable was that vendors use toxic ● Moreover, they have shifted to Facebook. It is also a popular chemicals to wash spoilt intestines using smartphones to read marketplace. and pork to make them look fresh news and search. again. Besides, the ingredients used in some restaurants were found to be bought from suppliers who have dirty facilities and disqualified food processes. Tendency to buy safe and/organic Digital experience, especially the Presence on Facebook is food and to eat at home version for mobile phone, must essential be well designed Company profile Competition Assessment SWOT Recommendations Brand elements Quality Convenie Reliability nce Company profile Competition Assessment SWOT Recommendations Quality Services Products ● Helpful and friendly sales team who bring ● Safe: very customized experience to customers ○ Quality controlling from periodically inspecting suppliers ● Customer service listens and responds to to conduct quick tests at the stores and sending customer feedback. samples to accredited institutions for testing. ● Return policy guarantees the rights of ○ Publishing the test results. customers, which is not common in the Vietnamese market. ○ The stores are strictly governed to ensure cleanliness ● Fresh: ○ Conducting quality control regularly to ensure products freshness ● Well-packaged: ○ Products placed in different disposable bags, then placed in a carton box. Each set of ingredients for cooking go with a beautifully designed cooking instruction card. Company profile Competition Assessment SWOT Recommendations Convenience Products Services ● Sets of prepared ingredients for quick cooking including cooking ● To-door delivery service even when customers live instruction cards. Customers only need 15 minutes on average in condos. Most of other companies only ship to to cook. the condos and call the customers to go down and take the package. Quick lead time (2-3 hours for ● Cook complicated dishes for instant eating. Customers need 5 preparing the order and shipping) minutes to reheat. ● Sets for praying tradition. The praying that happens twice a Payment methods month is always time-consuming. These sets help customers ● All the popular payment methods (CoD, bank save a whole morning on each occasion. transfer, credit and debit cards, cash) Access to information ● Website content (About us & blog posts) is poorly written: wrong categorization, too much texts, no photos and videos ● Website and fanpage do not give new prospects the full idea of all products the company is selling. Giving information depends on the sales team to privately talk with customers ● The food menu on website is better designed than that of competitors: accurately categorizing food, search function. ● Mobile app is being developed Company profile Competition Assessment SWOT Recommendations Reliability Honest, transparent Expertise ● Some blog posts and response to customer ● Published posts about suppliers and photos of suppliers’ facilities questions about food quality showed ● Published test results about quality of products, soil, water, and feeds. expertise in food science and quality control ● Included origin of products in posts ● Response to customer complaints about the excessive use of plastic bags showed ● Using TraceVerified technology so that consumers can scan the QR expertise in packaging, environment code printed on packaging of products to access full information about protection, and receiving customer feedback their process starting from the farm to getting to the stores. ● Appeared in many TV shows about safe food and trace verification technology Customer reviews ● Until Feb 27, 2018, Facebook fanpage has more than 44,000 followers and 249 reviews (of which 221 are 5-star and 17 4-star) (96% customer SEO satisfaction) ● The company barely appeared on the first page of search results for keywords related ● Hellomam is not often mentioned in discussion on safe food in forums to demand for safe and convenient food. probably because of the characteristics of its target group of customers who do not usually like, share, and talk publicly about their purchases. Company profile Competition Assessment SWOT Recommendations Top competitors - Soi Bien Similar products (less The big number innovative) and of stores plays a 77 target part in raising thousand fan customer brand awareness page followers group Poorly designed food menu: not Focus on categorized in opening chain of Good details (beef, pork, stores, which SEO fish, etc.belong to makes quality the same category control an issue “meat”), not in alphabeticla oder Top competitors - Cleverfood Products Fresh and safe ingredients. 63 Good Prices lower thousand fan page SEO than followers Hellomam’s Poorly Posts use a Better designed non-profession product website al voice variety Top competitors - Buatoihanhphuc Products Not Sets of emphasizing ingredients for food safety quick cooking Well designed website and food menu. Has sort 7 function by alphabet, thousand fan page most recent, and followers price. Has categorization for cooking methods Brand positioning - Safety & Price Safety Price Company profile Competition Assessment SWOT Recommendations Brand positioning - Convenience & Price Safety Price Company profile Competition Assessment SWOT Recommendations SWOT Strengths Weaknesses ● Financial capability (funded by 2 big organizations - SSIAM & the PAN group) ● Poor website content. Too much text in “About ● Innovative products bringing convenience us” and blog posts. No photos or videos. ● Having only 2 stores (1 in Hanoi and 1 in HCM) ● The website and fan page content does not enables quality control show fully what the company has to offer ● Well-designed menu/categories for food on ● Bad SEO. Hellomam often appears on the 4th website, easing customers’ search for products and after of search results for keywords related ● Good customer reviews due to good products and to demand for safe and convenient food. services quality ● Transparency about suppliers and food test result ● Consumers increasingly demand for safe food ● More companies are joining the competition because there have been numerous scandals ● Products are easy to replicate about using deadly chemicals for preservation and ● There are possible shortages of regional for turning spoilt meat to seemingly edible one. products due to climate and fluctuating quality ● Organic food is on the trend Opportunities Threats Company profile Competition Assessment SWOT Recommendations Recommendations on content creation Website content (About us & blog posts) is poorly organized: wrong categorization, too much texts, Rewrite and recategorize “About us” and blog no photos and videos posts. Add infographics to summarize text content. Website and fanpage do not give new prospects the full idea of all products the company is selling. Post on fanpage daily to inform followers of what is Giving information depends on the sales team to available for purchase. privately talk with customers Write posts with keywords frequently about The company barely appeared on the first page of suppliers, food science explaining seemingly search results for keywords related to demand for defective-product phenomenons and preservation safe and convenient food. methods. Use visual content. Add description with keywords to products image. Company profile Competition Assessment SWOT Recommendations Guideline for posting on fan page ● Topic: ○ Available products (new arrivals, high margin products including sets of ingredients, cooked dishes, sets for praying, fresh fish on order, and products high in stock) ○ Suppliers ○ Agriculture standards that we follow ○ Facts about ingredients, kitchen tips Safety ○ Viral content on Facebook related to food (at least once a week) ● Content:
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