Tài liệu Luận văn thạc sĩ triển khai chiến lược marketing online tại thị trường việt nam, ứng dụng trong công ty cổ phần hàng không jetstar vietnam

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TABLE OF CONTENT ACKNOWLEDGMENTS ........................................................................... i ABSTRACT ................................................................................................. ii TÓM TẮT .................................................................................................... v TABLE OF CONTENT ........................................................................... viii LIST OF TABLES ..................................................................................... xi LIST OF FIGURES .................................................................................. xii LIST OF ABRREVIATION ................................................................... xiv INTRODUCTION ....................................................................................... 1 1. Research background ............................................................................... 1 2. Research objectives and research question ............................................... 2 3. Research Scope ......................................................................................... 3 4. Research methodology .............................................................................. 3 5. Research structure ..................................................................................... 7 CHAPTER 1: LITERATURE REVIEW.................................................. 8 1.1 Online marketing ..................................................................................... 8 1.2 The advantage of the online marketing ................................................. 10 1.3 The factors of the online marketing ...................................................... 12 1.3.1 Website and web 2.0 (provider) ......................................................... 12 1.3.2 Target customer .................................................................................. 14 1.3.3 Advertising measurement................................................................... 15 1.4 Online marketing tools .......................................................................... 16 1.4.1 Display advertising............................................................................. 16 viii 1.4.2 Email marketing ................................................................................. 18 1.4.3 Search Engine marketing ................................................................... 21 1.4.4 Social Media Marketing ..................................................................... 25 1.5 Model of assessing online marketing effectiveness ............................. 29 CHAPTER 2:ONLINE MARKETING CAMPAIGN IN VIETNAM. 34 2.1 The development of internet in Vietnam market and all over the world. ... 34 2.2 Online Advertising market in Viet Nam ............................................... 36 2.2.1 Website system - publisher ................................................................ 37 2.2.2 Characteristic of internet user ............................................................ 40 2.2.3 The firm and media agency ................................................................ 43 2.3 Online marketing tool in Vietnam market ............................................ 46 2.31 Display Advertising ............................................................................ 46 2.3.2 Email marketing ................................................................................. 50 2.3.3 Search engine ..................................................................................... 53 2.3.4 Social Media marketing ..................................................................... 58 CHAPTER 3: ONLINE MARKETING CAMPAIGN FOR JETSTAR VIETNAM.................................................................................................. 61 3.1 Executive summary ............................................................................... 61 3.1.1 Introduction Air Industry in over the world and Vietnam ................. 61 3.1.2 Introduction of Jetstar pacific ........................................................... 63 3.2 Oline marketing campaign .................................................................... 65 3.2.1 Market research .................................................................................. 65 3.2.2 Online marketing campaign ............................................................... 68 ix 3.3 Evaluation on effectiveness of internet marketing campaign ............... 75 3.3.1 Survey................................................................................................. 75 3.3.2 Some successful factor of Jetstar campaign....................................... 80 3.3.3 Some weakness of Jetstar Internet Marketing. .................................. 84 CHAPTER 4: RECOMMENDATIONS ON JETSTAR MARKETING OLINE CAMPAIGN AND APPLICATION FOR OTHER AIRLINES. ..................................................................................................................... 85 4.1 Recommendations on Search engine plan of Jetstar Vietnam .............. 85 4.2 Recommendations on Social media ...................................................... 85 4.3 Application for the other airline. ........................................................... 86 CONCLUSION .......................................................................................... 89 REFERENCES .......................................................................................... 90 APPENDIX 1: GOOGLE ANALYTICS ................................................ 91 APPENDIX 2: SOCICAL MEDIA CAMPAIGN APPLICATION FOR HENESY REPORT JUNE/2011 .............................................................. 99 APPENDIX 3: SURVEY:ASSESSING THE QUALITY OF AIR SERVICES ............................................................................................... 113 x LIST OF TABLES Table 2.1: The number of internet user in Vietnam .................................... 34 Table 2.2: Statistics on Internet development up to 5/2011 ...................... 35 Table 2.3 Statistic of name internet in Vietnam ( VNNIC – 5/2011) ......... 36 Table 2.4 Ranking Vietnamese Website up to 6/2011 (alexa.com) - New. 38 Table: 2.5: Vietnam Website Ranking (social Media or Social Network) . 39 Table 2.6 Overview Portrait of Vietnam internet users .............................. 43 Table 2.7 Market share of publisher .......................................................... 44 Table 3.1: Market Analysis ......................................................................... 65 Table 3.2: The description of Jetstar target customer ................................. 66 Table 3.3: Market Demographics ................................................................ 66 Table 3.4: Competitor Analysis .................................................................. 67 Table 3.5: The budget marketing ................................................................ 69 Table 3.6 Assessing the effectiveness of Jetstar Internet Marketing Campaign .................................................................................................... 70 Table 3.7: the model of Jetstar Relationship ............................................... 81 Table 4.1: The role of the internet tool for internet marketing campaign .. 87 xi LIST OF FIGURES Figure 1.1: The Marketing Process ............................................................... 9 Figure 1.2: website provide website ranking services for all internet users ..... 14 Figure 1.3: Display advertising on website - cnn.com................................ 17 Figure 1.4: The email marketing of ANZ ................................................... 19 Figure 1.5: email Marketing in spam mail .................................................. 21 Figure 1.6: The model of Search Engine Marketing (SEM ........................ 22 Figure 1.7: Search engine tool of Google SEO & PPC .............................. 23 Figure 1.8: Some websites provide search engine services all over the world ... 24 Figure 1.9: To assess the website traffic by Google Analytics tools................ 25 Figure 1.10: The model of Social Media .................................................... 26 Figure 1.11: the model of Web2.0 .............................................................. 27 Figure 2.1: The answers descriptions about their main internet activities . 41 Figure 2.2: top website has the big page views in Vietnam Market ........... 42 Figure 2.3: the relationship Advertiser – Media Agency - Publisher ......... 44 Figure 2.4: Advertising banner size (iab.com) ............................................ 47 Figure 2.5 Display advertising on web site http://vnexpress.net ................ 48 Figure 2.6: Display advertising banner with expandable action ................. 48 Figure 2.7: Contextual advertising is kind of display advertising. ............. 49 Figure 2.8: 68% online citizen uses email ................................................. 51 Figure 2.9: 24% online citizen check email everyday ................................ 51 xii Figure 2.10: Assessing Social Website in Vietnam .................................... 59 Figure 3.1: Demo of Jetstar‟s Advetising banner on Ngoisao.net .............. 71 Figure 3.2: Email marketing: advertsing email in box ............................... 72 Figure 3.3: Search engine on Google.com .................................................. 72 Figure 3.4: Traffic Ranking of Jetstar Website (Alexa.com – 7/2011) ...... 74 Figure 3.5: The individual information of interviewers.............................. 76 Figure 3.6: Customer perception of low- cost airline ................................. 78 Figure 3.7: The factors that interviewer want Jetstar improve in near future. .... 78 Figure 3.8: Jetstar Assessment .................................................................... 79 Figure 3.9: Communication way ................................................................. 80 Figure 3.10: Jet star‟s email marketing on Gmail ....................................... 83 Figure 3.11: The design and content of email ............................................. 83 xiii LIST OF ABRREVIATION SOV Share of voice CPM Cost per mile CPC Cost per click CTR Click to rate CPD Cost per duration SMO Search engine optimize UBE unsolicited bulk email SEM Search engine marketing MDC Most Desired Customer xiv INTRODUCTION 1. Research background After 15 years of penetrating and developing, internet has become a common factor in Vietnam. The stable technology infrastructure and system has enlarged the number of internet user. Also, various kinds of value added services are provided such as news content, music, game and other services, etc. The rapid development of internet community creates big opportunity for many enterprises to access their target customers. Many marketers take its advantages as non-boundary and interactive factors to obtain their goals. Online marketing has become an important part of the marketing strategy. In developed countries, online marketing activities are studied deeply and implemented professionally. But in developing countries in Asian like Vietnam, we do not have official online marketing training program. Most of people who have good knowledge of internet marketing are trained aboard or study themselves thought internet information or their experiences. So far, internet appears in Vietnam about 15 years; online marketing tools appear about 10 years and begin its development about 5 years. Online marketing in Vietnam is considered the first stage of growth process. All enterprises and marketers understand the role and impacts of internet, but it is not easy to deploy and assess overall online marketing campaign. Internet environment keeps changing, all ideas are copied quickly. The information flows in contrast are uncontrolled. All these factors create big challenges for marketers. 1 Online marketing depends much on the technology system and the ability of the marketers. The comprehensive knowledge of internet factors is crucial and necessary for marketers to conduct the online marketing campaigns. Jetstar Airline is the second airline appearing in Vietnam but it is the first low-cost airline in Vietnam. It faces many difficulties when it competes directly with Vietnam Airline which has monopoly this market for a long time. Besides competing with this giant competitor, Jetstar also suffers as “low – cost airline” is a quite new concept in customer‟s mind. However, after 5 years carrying out many marketing activities, it gets certain success on the market. 2. Research objectives and research question Research objective: In this study, the author focused on four main research objectives as follows:  To identify and explain basic concepts of the online marketing and application for Jetstar Airline or Other Services Companies.  To analyze the current online marketing tools in Vietnam.  The effectiveness of Jetstar‟s online marketing campaign in Vietnam.  To suggest some solutions for Jetstar Vietnam or other airlines or other sensitive services provider. Research questions In this thesis, the author tries to answer the main question: How to build successful internet marketing campaigns in Vietnam. 2 To answer this question, the author will find the answer for other small questions as follows - How are online marketing tools in Vietnam. - What are the characteristics of Vietnamese internet users? - What is online marketing campaign of Jetstar? - What are the strong points of Jetstar campaign? Application for other airline. - What are the weak points of its campaign? Some recommendations improve them. - Some suggestions for marketer to user online marketing tools and building online marketing campaign 3. Research Scope The thesis focuses on 4 main factors of internet marketing in Vietnam as display advertising, email marketing social media and search engine marketing. To help the readers have clear sight about internet marketing, the study also focuses on analyzing internet marketing of Jetstar since Jetstar penetrate in Vietnam 2007 up to now. Based on the strong or weak point of jets tsar‟s online marketing campaign, the author gives some recommendation for Jetstar to improve them and the other airline or other sensitive services providers can apply when they do online marketing campaign. 4. Research methodology 4.1 The research process 3 The research process is illustrated in the figure below Expectation Customer’s Survey Assessment Perception Data Collection In depthInterviews Recommendation Data Process 4.2 Data collection  Second data collection: From online marketing plan of Jetstar Vietnam (Application in Vietnam market from 2009 to 2011). From this report, the author got detail information related its target customers, the target market, market position and market trend. The report also provides the characteristics of the target customers and all services that they design to meet their demand. All basic information help author to assess the effectiveness and build the communication solution. From FPT Online Business Report in 2011: To become the biggest online provider in Vietnam market, FPT online report gives author a lot of information about the market as the growth rate, current advertising online services and the real efficiency of online marketing tools, all member of this market. This information helps the 4 author and reader to understand more about Vietnam internet market and how to use this tools more efficiency From Vietnam Net Citizens Report of Cimigo about Internet Usage and Development in Vietnam in April 201. Based on this report help the reader can imagine about Vietnam internet user‟s portrait as the habit, online favorite activities and hobbies. Internet user is the target subject of internet marketing campaign. This report added more information about the growth rate of Vietnam internet market. All marketers want to succeed in online marketing they have to know it deeply. All information help author identifies the way to collect data and gives solution for Jetstar  Primary data collection: The author uses 2 methods to find primary data: Table of Data collection Interviewee and survey Data collecting methods Instruments Type of information Experts: 5 Qualitative method Customers: 10 (In-depth interview) Interview guideline Point of view about effectiveness of Internet marketing campaign in Vietnam. Assessing the Jetstar Campaign Customer: Quantitative Questionnaire 165 method (survey) Their expectation about Airline services and perception of Jetstar‟ brand and services Source: data collected from Research Methodology  In Depth interview: 5 The interviews were conducted with 5 expert (one Business Director of FPT Online, one Marketing Manager of Jetstar, One director of advertising company, one search engine expert, one Director of media Company and 10 Jetstar Customer. For expert group, the author tries to get information about:  To assess the growth of online marketing in Vietnam.  Their point of view about the effectiveness of online marketing tool.  The assessment of the airline‟s service and brand awareness. For customer group, the author tries to get information about:  Their assessment of Jetstar Services and other airline providers  Their perception of Jetstar brand.  Individual Information: experiment, level and age, total income, knowledge, job All information is basic back ground to assess Jetstar online marketing campaign and to give solution for them.  Customer Survey Conducting survey is the popular and common way to collect information in large quantity. The survey was carried out in 4 main cities as Da Nang, Ha Noi, Ho Chi Minh City, Hai Phong city where 4 main Jetstar‟ destination are located. The survey form includes 3 parts: 6  To make comparison between Jetstar and the biggest rival – Vietnam Airline: reason they choose provider, how to buy, the target when they use airline services  Their perception of Jetstar brand: quality of service, the way they access, point of view,  Individual information: habit, expectation, job, age and income All data allows author update all information about the market and customer. Statistic method helps author analytic and summary data to have clear sight about the market. 5. Research structure From the Introduction, the thesis includes five chapters. Introduction Chapter 1: Literature review. It includes some basic concept of internet marketing that the marketer had to know. Chapter 2: Overview of internet marketing in Vietnam. It provides all information about internet marketing factor as provider, internet user, email marketing, display advertising, social media and search engine marketing. The research will show the development of Vietnam internet marketing. Chapter 3: internet marking campaign for Jetstar Vietnam Chapter 4: Recommendation on internet marketing campaign of Jetstar and application for other airline Some conclusion and recommendation from the thesis will help the readers have clear sight about internet marketing and succeed in application in business 7 CHAPTER 1: LITERATURE REVIEW This chapter will provide all basic knowledge of online marketing concept. The reader can find all information related 4 online marketing factors as display advertising, Email marketing, social marketing and search engine marketing. Some information involve American shows its development in the world special in American market 1.1 Marketing and online marketing There are some different ways to define the marketing. The American Marketing Association offers the following definition :” Marketing is an organizational function a set of process for creating, communicating, and delivering value to customer and for managing customer relationship in way that benefit organization and its stakes holder”1 As the Philip Kotler define the marketing as “the process which companies create value for the customers and building strong customer relationship in order to capture the value from customer in return”2 The main target of marketing is making and developing the connection between supplier and consumer to capture the value from customer in return for long time. The marketing process starts by understanding the marketplace and the customer. After choosing overall market strategy (segmentation, targeting, differentiation and positioning) there need be a marketing program – a combination of the four market mix elements. The marketing mix consist 1 2 American Marketing Associate 2004 A framework for marketing management, page 3 8 of product, price, place and promotion- as in aspect that can influence the customer decision to purchase goods or services understand the marketplace & customer want and needs Market & customer reseach research Data managerment information managerment marketing strategy marketing programe Segmentation targetment Product Services Differentiation Positioning Pricing build the relationship capture value from the customer Customer relationship Managerment Partner relationship managerment Distribution Promotion Figure 1.1: The Marketing Process3 This thesis will cover the aspects of the marketing process that online channel and platforms can be leverage for, that we call online marketing. 3 Kotler - “Principles of Marketing, p.7 9 The online marketing, also known as digital marketing, web marketing, internet marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over Some tools of the online marketing are display advertising; email marketing, search engine, social media marketing 1.2 The advantage of internet marketing  Reach – advertiser can choose the internet marketing tool which have suitable viewer with overall marketing campaign. Technique can help advertiser recognize and describe the portrait of readers that they want to focus on.  Low cost: The emergence of Internet has brought many benefits such as low-cost transmission of information and communication to the large number of recipients, the message is transmitted in many different forms such as text, images, sounds, movies, games, ... This considerably reduces the costs because of a computer with world wide web capabilities  Immediacy - With the interactive functions of online marketing, the recipient can respond to messages immediately, or to communicate directly with the object sends a message. This is the greatest advantage of the online marketing compared with other forms.  Dynamic and Creation: Internet marketing combines creative and technical internet aspects, including design, development, advertising and sales. The online marketing‟s activities include search engine marketing (SEM), web display advertising, e-mail marketing, affiliate marketing, interactive advertising, blog marketing and viral marketing. Online marketing is the process of development and promotes the business using 10 online media. Online Marketing is not simply building a website. Online marketing is a part of marketing strategy and must be a reasonable investment.  Accessibility - Consumers can access product‟s information and conduct transactions, sale anywhere .Online marketing helps businesses access to a large market well. In addition, comparison with other media such as print, media, television, online marketing gets lower cost than others  Controlling - Online Marketing activities are easily monitored and evaluated. For example, the services 'Web Analytics' tracking number can access to the internet content and evaluate the message which is properly transmitted to the customer's desire. As expected, online marketing is growing more powerful than other types. However online marketing also has disadvantages that marketer had to be careful when doing online marketing campaign:  Perception of the consumer, economic and social condition: Because the World Wide Web is faceless, it can appear cold and inhuman. This can leave customer or advertiser feeling isolated and very inward. It is not a nice feeling at all. Everyone likes to socialize and meet people, but in this case, it‟s quite difficult to do in business anyway.  To be hard to control if people are lying: There is so much information on the World Wide Web, it's sometimes hard to tell the difference between crap and quality. A lot of the crap is targeted at new babies.  Information Overload: there are a lot of information on the World Wide Web including good or bad information and truthful or lying one. So it is 11 difficult for reader to classify the kind of information. If advertisers can‟t control or handle them, they can affect the perception of consumers. 1.3 The factors of online marketing In this section, Author wants to talk about some important factors of online marketing as website, target customer, advertising measurement. They are basic subject that marketer had to influence if they want to do internet marketing 1.3.1 Website and web 2.0 “A website (also written Web site or simply site) is a collection of related web pages containing images, videos or other digital assets”4. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address also called URL.A web page is a document, typically written in plain text interspersed with formatting instructions of Hypertext Markup Language (HTML, XHTML, A web page may incorporate elements from other websites with suitable markup anchors The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where users are limited to the passive viewing of content that was created for them 4 http://en.wikipedia.org/wiki/Website 12 Website or web 2.0 is basement to develop and apply the online marketing tools. Website‟s analysis always is essential request for making decision about choosing website and online marketing tool. Some indexes are considerable when the marketer ranks the website:  A page view (PV) or page impression is a request to load a single HTML file ('page') of an Internet site  A hit is a request to a web server for a file (web page, image, JavaScript, Cascading Style Sheet, etc.). When a web page is uploaded from a server the number of "hits" or "page hits" is equal to the number of files requested  A visit happens when someone or something (robot) visits your site. It consists of one or more page views/ hits. One visitor can make multiple visits to your site  Technically, a visitor is the browser of a person who accepts a cookie. Tracking user's behavior by cookies or other tools. When visitor open website, there is a technical to record a personal behavior of visitor usage to the website that we call cookie. Cookie will be stored on user's computer if user has been accepted to store cookie. Cookie will be content of an IP of visitor, which page visitor went to, which product on the website visitor visited at the last time, etc. The website owner can read a cookie on visitor's computer if they want to use the information on cookie do participate or offer the best experience to user. If visitor does not accept to store cookie, the website owner can use IP numbers to track visitors. For Social network, beside the number visits/ visitor, account is also the important factor ( including invisible account and active account)  Open tracker measures unique visitors, which we track over long periods of time by giving them a cookie, this cookie is unique to their browser 13
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