INTRODUCTION

BOO started as a shop selling skateboarding clothes and accessories in Hanoi in 2003
(BOO, 2023). After 6 years, the limited liability company BOO was officially established and
numerous t-shirts were inspired by the culture and features of Vietnamese youth is BOO’s feature
(BOO, 2023). BOO has operated for more than 20 years in the fashion market with 25 stores
which are located in several big cities in Vietnam (BOO, 2023).
The vision of BOO is to create young lifestyles for people with young minds and young
spirits (BOO, 2023). BOO’s mission is to create various inspiring lifestyle items that are
innovative, sustainable, and young at heart (BOO, 2023).
 BOO provides various types of shirts, pants, and accessories for both genders such as t-
shirts, jeans, bags, and hats,... BOO uses 100% organic cotton, quality fabrics, and ink which are
friendly to the environment and users (BOO, 2023). Street style, contemporary urban fashion,
and Vietnamese youth culture are the inspirations for BOO's products (BOO, 2023). BOO
products have prices between 49.000 VND to 2.599.000 VND.
 MICRO DIGITAL ENVIRONMENT
1. Customer analysis
1.1. Demographics

BOO’s target customers are teenagers and adults of both genders from 12 to 28 years old.
Because the financial status of teenagers depends on their families, one other kind of BOO's
customers are parents. BOO's customers are people who have medium to high incomes.

1.2. Geographics

Although BOO's customers live in the 63 provinces of Vietnam due to the large
delivering distribution network, BOO's customers are more concentrated in big cities where
BOO has official stores: Hanoi, Ho Chi Minh, Hai Phong, Vinh, Da Nang, Bac Ninh, Quang
Ninh, Hoa Binh, and Thanh Hoa.

1.3. Psychographics

BOO's customers from 12 to 28 years old belong to Gen Z. These customers are increasingly
concerned about the products’ origin and their impacts on the environment and society (Agency
Chin Media, 2023). Gen Z styles are influenced by Influencers, and KOLs (Trang, 2022). They
also like expressive, thrifting, and vintage fashion items representing their sustainable mindset
(McKinsey & Company, 2023). The ’90s and Y2K-style clothes are Gen Z’s trend in 2023,
including fast-fashion dupes and clothes dug out of closets and thrift stores (McKinsey &
Company, 2023).

Parents of BOO are mostly Gen Y who value eco-friendly materials and practices (Ngoc,
2022). Millennials rely on their life experiences to choose information to believe. They trust
online communities, Micro and Nano Influencers (Huyen, 2021). Generally, parents are willing
to invest in clothes that are suitable for the lifestyle and rapid development of their teenagers
(Dwivedi, 2023). They also prefer natural, hypoallergenic, and soft fabrics for their children
(Dwivedi, 2023).

1.4. Behavioural
 Teenagers and young adults prefer online purchasing through E-commerce and social media
platforms (Ngoc, 2022). There were 74% of users who are from 18 to 24 years old choose
mobile phones for shopping (Ngoc, 2022). Gen Z's shopping habits and buying decisions are
heavily influenced by social media, Influencers, and KOLs (Trang, 2022). Gen Z usually reads
comments and watches reviewing videos before purchasing (Agency Chin Media, 2023). They
are willing to pay for personalized products, and services, are attracted by discounts, and are less
loyal to brands (Trang, 2022).

Millennials' parents are willing to pay for convenient shopping experiences and sustainable
goods (Ngoc, 2022). Gen Y pays attention to discounts and tends to re-purchase from brands they
have used and appreciate the quality. Moreover, 60% of Millennials say they would remain loyal
to businesses that provide good customer-centric experiences (Costin, 2019).

1.5. Media habits

Teenagers and young adults spend more time on mobile devices than other devices
(Agency Chin Media, 2023). Gen Z tends to research information through TikTok, Instagram,
Facebook, and YouTube (Agency Chin Media, 2023). Gen Z likes short videos, they spend 24 to
48 hours per month on TikTok (Anh, 2023). In terms of fashion, Gen Z tends to follow
Influencers, KOLs, and celebrities’ social media accounts that have attracted styles for them.
Gen Y’s parents check their phones about 43 times per day and like social media platforms,
particularly Facebook (Data Analysis Marketing, 2020). They like to participate in online
communities (Huyen, 2021). Compared to Gen X and Gen Z who often update news via
Facebook, Gen Y is still loyal to reputable online newspapers (Nền tảng Haravan, 2022).
Notably, two kinds of content that Millenials like are humorous and witty storytelling videos
(Marketing AppROI.co, 2020).
1.6. Pain points
Parents and young adults are usually busy and having time for in-person shopping and
updating with fashion trends can be challenging (Hamilton, 2021). Finding clothing that
accommodates the changes of teenagers' rapid growth while maintaining quality can be difficult
for parents (Hamilton, 2021). Teenagers’ choices and budgets are limited by their parent's
permission. Although Gen Z is very supportive of sustainable brands and mindset, high prices of
green products and preferring to try new styles can be barriers for them in purchasing sustainable
items (McKinsey & Company, 2023). Moreover, finding brands and products that are affordable
and quality can be a struggle for all people.
1.7. Customer Persona
 2. Intermediaries analysis

Regarding financial intermediaries, BOO offers various online payment methods to its
customers. These payment transactions’ popularity is growth by customers’ preferences (Anh,
2023). BOO's cooperation with VNPAY to give customers numerous discount codes when
paying by QR codes. This cooperation helps BOO to motivate customers to purchase in the
context of falling GDP and high inflation causing buyers to become price sensitive and less
likely to purchase unnecessary items like fashion products. Moreover, BOO’s target customers
prefer online payment methods and convenient experiences (McKinsey & Company, 2023),
(Ngoc, 2022).

E-commerce intermediaries become popular with customers (Hang, 2023). These channels
allow all brands to reach a wider audience, increasing brand exposure and sales (SoftLoom It
Solutions, 2023). E-commerce platforms help BOO collect customers' data to adjust appropriate
plans, and product offerings to align with the customer. These platforms provide monthly
discount codes and free shipping services to motivate customers to purchase and brands can gain
more sales. However, the popularity of e-commerce makes many brands join this platform which
increases the competition level. Positive comments on e-commerce platforms help BOO
motivate potential customers to purchase while unsatisfied comments can spread quickly and
affect BOO's reputation.

3. Competitors analysis
3.1. Strategic intention and planning

DirtyCoins is a Vietnamese streetwear brand, that aims to become the top 1 Vietnamese
streetwear brand for the young generation (DirtyCoins, 2023). Their streetwear clothing and
accessories are bold and accessible priced from 69.000 VND to 1.790.000 VND (DirtyCoins,
2023). They collaborate with popular rappers and have launched a collection with B Ray.
DirtyCoins's best-selling product is a t-shirt from this collection (3.3k purchases on Shopee).
Despite limited quantity and high prices, the collaboration has generated profits, reached more
customers, and promoted hip-hop culture.
 MLB entered the Vietnamese market in 2019 (MaisonOnline, 2023). MLB’s items are
inspired by baseball, street style, and dynamic spirit. MLB's products are clothes, shoes, bags,
and accessories for both genders from 159.000 VND to 6.890.000 VND (MaisonOnline, 2023).
As a Korean brand, MLB has approached Vietnamese customers by continuously collaborating
with famous Vietnamese KOLs, Influencers, and celebrities. Besides, MLB’s ambassador is the
Korean girl group Aespa which is very popular in Vietnam (Vu, 2022). Consequently, MLB can
successfully approach the Vietnamese young generation, especially fans of Korean idols (Vu,
2022).

Levents, a street-style fashion brand, offers high-quality streetwear products for both
genders, priced between 60.000 VND and 620.000 VND. (Levents, 2023). The brand focuses on
investing in exclusive fabric for a comfortable, thick feel (Levents, 2023). To encourage Gen Z
to express their individuality through fashion and understand Gen Z’s preferences for
personalized products and experiences, Levents organized a pop-up event to launch the special
collection (Levents, 2023). Customers can experience customizing their shirts, witness the
process of making a shirt, receive limited gifts, and experience Levents’ exclusive photo booth.
This event, organized in one day and one store, enhances customer engagement and promotes the
newest collection.

3.2. Resources and Capabilities

DirtyCoins operates effectively and became the most popular local brand in 2020 by
using experience gained from the founder’s predecessor brand (DirtyCoins, 2023). DirtyCoins is
the first Vietnamese fashion brand that has 1 million followers on Facebook and Instagram
(DirtyCoins, 2023). Now, the brand still maintains its good brand image. DirtyCoins’ human
resources also enhance the great experience for customers by providing quality delivery service,
fast customer response speed, and clear warranty and return policies.

MLB has financial resources from F&F Co., Ltd – MLB’s parent company
(MaisonOnline, 2023). These products are high applicability (for sportswear and daily wear), use
quality fabrics, and are designed by Korean designers (MaisonOnline, 2023). The quality service
team is indicated by the positive feedback and high rate on E-commerce platforms.
 Levents has a professional R&D team specializing in researching and improving
exclusive fabrics to enhance Levents’s competitive advantage. The brand has solutions to
optimize production costs to make the product prices suitable for young people’s financial status
while ensuring quality. The service team provides convenient and on-time service which is
represented through indicators on E-commerce platforms.

3.3. Current digital performance

DirtyCoins MLB Levents

Website

Organic traffic 34.2K 48.2K 73.7K

Page per visit (Similarweb, 2023) 4.57 4.24 4.79

Bounce rate (Similarweb, 2023) 37.66% 25.86% 14.98%

Average Visit Duration (Similarweb, 00:02:44 00:02:17 00:03:33

2023)

Facebook

Followers 1M 361K 636K

Page likes 994K 343K 568K

Instagram (inBeat, 2023)

Followers 1.1M 97.5K 719K

Engagement rate 0.12% 0.05% 0.13%

Average likes 1.3K 45 914

Average comments 104 14 0

TikTok
Followers 32.1K 1572 538.7K

Likes 85.5K 605 7.5M

YouTube

Subcribers 7.61K N/A 991

Shopee

Followers 699.7K 267.4K 960.2K

Rate 4.9/5 4.8/5 4.9/5

Lazada

Followers 65.1K 86.8K N/A

Rate 97% 96% N/A

TikTok Shop

Number of selling products 32.5K N/A 28.3K

Rate 4.9 N/A 4.9

Response rate 99% N/A 100%

3.4.
 MACRO DIGITAL ENVIRONMENT

1. Political

Government departments examine the responsibilities of E-commerce platforms and social

media in finding and blocking business accounts that do not provide enough information and
accounts with signs of fraudulent business or trading in infringing goods (Chi, 2023). All
businesses are required to provide detailed and public information about goods and services on e-
commerce websites (Khanh, 2023).

As a result, BOO has an opportunity to highlight their differences and strengths to their
customers. Therefore, customers may be attracted by the differences in BOO's products and buy
clothes in BOO. However, by publicizing product differences, BOO risks losing its competitive
advantage and increasing the competitive level.

2. Economic

Vietnam witnessed weaker growth than expected in the first half of 2023 because global
markets' demands are continuing a decline and rising inflation which reduces consumer
purchasing power (Tổng Cục Thống Kê, 2023). Vietnam's growth is forecast to remain at a low
percentage for the remainder of 2023 and reach 4.9% which is lower than the GDP in 2022 at
8.02% (Tổng Cục Thống Kê, 2023).

A decrease in GDP means that income and non-essential items like clothing are also
decreased and makes the customer price-sensitive. Moreover, in this context, customers prioritize
basic fashion items over luxury fashion products. Consequently, this will be a barrier for BOO’s
revenue in 2023.

3. Social

Numerous people prefer shopping online and the most popular is buying through e-
commerce platforms with 78% of consumers online (Vietnamplus, 2023). Notably, Gen Z and
Gen Y are the two generations that use E-commerce the most, thus, selling on E-commerce
platforms is an opportunity to reach target customers (Nền tảng Haravan, 2022).
 People worry about product quality because there are many poor-quality products on online
shopping platforms (Hoi, 2023). This concern is also a barrier that prevents customers from
making purchasing decisions through online platforms.

4. Technology
Vietnam has 77.93 million Internet users, and 70 million social media users (VNETWORK,
2023). The development and popularity of the Internet and social media bring more opportunities
for digital marketing activities. Businesses can easily reach countless customers through diverse
online platforms.

Currently, technologies such as AI, VR/AR, and chatbots are widely used to enhance
customer experience and improve interaction between customers and businesses in retail and
applied in the fashion industry (Vietnamplus, 2023Therefore, if BOO cannot keep up and
promptly apply these technologies to improve the customer experiences, BOO will be left behind
by its competitors’ technologies.
 TOOLS AND PLATFORM AUDIT

1. Search engine marketing

BOO’s website is user-friendly and maximizes experience on both mobile phones and
desktops. Clear categories help customers to search and choose easily. BOO provides integration
with its social media accounts, phone numbers and email. The pictures and descriptions of the
product are publicized and prepared in detail. The purchase steps are simple with various
payment methods.

BOO’s website has 14.9k monthly organic visitors. BOO homepage has the highest
number of visitors with 7.6k traffic. In second place is BOO’s map list with 350 traffic which
indicates that people have demand for searching BOO’s store location. The women's category
and item “Quần jeans nữ cắt eo BOOLAAB” have quite similar traffic at 247 and 250 traffic,
respectively. Gilet items rank last with 244 organic visitors per month.
 According to (Similarweb, 2023), BOO’s bounce rate is 41.29% which shows a moderate
number of visitors to the website. A high average page per visit at 3.61 indicates that BOO's
website has suitable content for user's needs and can encourage users to explore more content
and pages. An average visit duration of 00:03:09 shows that the visitors are engaged with BOO's
website and want to spend more time exploring more content on the website. This high
engagement may increase profit, customer loyalty, and brand exposure.

BOO enhances the popularity of keywords like BOO, bò sữa by BOO, boo shop, bò sữa.
When searching for these keywords, BOO’s website, e-commerce, social media account,... are
displayed on the first result page of Google. Search engine optimization (SEO) helps BOO
optimize website content and improve rankings on the search results page. Consequently,
ensuring BOO's website and other channels can be easily found gives potential customers a
better search experience. Furthermore, the ability to appear on the first page of search results
helps BOO gain more organic traffic. When searching for the keyword BOO, over 1.1 billion
results appear within 0.41 seconds.

Sponsored BOO ads on Google Search are linked to BOO's products on Shopee. When
customers click on this ad, BOO will have to pay. Pay-per-click (PPC) helps BOO measure and
analyze the effectiveness of its advertising campaigns. PPC allows BOO to choose what content
will involve in the ad, where it appears, and for who. Thereby, BOO can proactively optimize
user experience and reach the target market. BOO can increase brand recognition, motivating
customers to access BOO's channels by utilizing PPC.

2. E-commerce platforms
 On Shopee, BOO has 234.6k followers which is only higher than Shopee’s followers of
MLB with an average rating of 4.9/5 stars. BOO's customer response rate is 99% representing a
fast-serving team. Fall and winter products are popular and the best-selling product has 397
purchases.

On Lazada, BOO has over 36k followers which is lower than MLB and DirtyCoins’s
followers with 97% positive customer feedback. BOO provides quality service on Lazada
because delivering on time and replying to all customers' messages. However, BOO products
sold on Lazada are less compared to Shopee. Besides, the number of followers on Lazada is quite
high which means that the followers may use Lazada to update about BOO.
 TikTok allows influencers, KOLs, and other people to include product links in videos and
sell BOO's products on livestream. Thereby, BOO's TikTok Shop account has the highest number
of purchases compared to other e-commerce channels, The total number of products sold on
TikTok Shop is 44.6k which is much higher than BOO’s competitors, and the products that have
the highest number of purchases is 547. The customer feedback rate of BOO on this platform is
high with 97% in 24 hours and an average rate from customers at 4.5/5.

Evaluation:

All platforms provide detailed product descriptions, images, and video reviews to support
the decision-making process of customers. Although BOO’s TikTok Shop account has the lowest
number of followers (19.5k) compared to other BOO’s e-commerce channels, TikTok Shop
brings the highest number of purchases. Moreover, the number of BOO's products sold on
TikTok is the highest compared to BOO's competitors. BOO's operation performance on Shopee
is also good by providing discount codes, an easy-to-use interface, fast and convenient shopping
experiences, and responding to all customer complaints. Therefore, the brand receives good
feedback from customers and gets high sales. Regarding weakness, BOO’s Lazada account has
low sales and a moderated rating by customers on TikTok Shop.

3. Social media marketing

On Facebook, BOO has 867k likes and 880k followers. However, the reach of the articles is
unstable, BOO has posted up to 1.1k to 1.7k reactions and also posts with only 15-50 reactions.
BOO provides high-quality content around products, campaigns, and discount programs,...
Facebook advertising is used to reach more target customers and promote products and some
information to the right audience. BOO interacts and responds with customers through comments
and Facebook Messenger. Facebook links closely to BOO's website which is presented in the
introduction part and the articles of Facebook account.

Eye-catching interface of BOO on Instagram

 On Instagram, BOO has 85,9k followers, its Reels videos usually have over 5k views and
the highest number of views is 127k. BOO designs an eye-catching profile and post to attract
visitors. All collections are displayed in the featured Stories section for people who want to
enquire about BOO. In the introduction, BOO attaches the website link and account name of
Facebook, Shopee, and TikTok. Generally, BOO has a low engagement rate with their customers
at only 0.10% (inBeat, 2023).

On TikTok, BOO owns three accounts. @boostorevn is used to post videos for product
promotion, and announce discount programs with 19.5k followers, 17.8k likes and the highest
views is 315.4k views. @boo.bosua has the lowest number of followers and likes with main
content on matching and posing tutorials, and fashion trends, with the highest view is 69.2k.
@boo.asia has trending and funny videos shot by BOO employees with 11.3k followers, 18.3k
likes, and the number of viewers of the current videos from 1024 to 6050.
 BOO's YouTube channel is not regularly updated with a small number of subscribers at
only 599 people and there are only 28 videos. The video that has the highest number of views is
a video with 6.6k views since 6 years ago.

Evaluation:

Instagram, TikTok, Facebook, and e-commerce platforms are all integrated into the
website, but e-commerce platforms are not integrated with BOO's social media accounts. Social
media accounts have also not been closely integrated together. Consequently, limiting customer
reach and engagement with BOO's other platforms and more content. BOO has a large following
on all platforms which are solid bases to reach more audiences. BOO’s strength is having high
visual quality and diverse content.

However, the videos on each TikTok account are not updated regularly, which affects the
interaction rate with audiences. Moreover, BOO's content has not aligned with the target
audience's preferences which decline customer engagement. YouTube is the channel with the
lowest engagement, the brand should consider the preferences of the young generation for short
videos to create short videos on YouTube Shorts.

4. Costs

PPC has become popular, therefore, BOO and others participating in price bidding have
fierce competition and make the price for each PPC are pushed up much. BOO needs to pay for
Facebook and Instagram advertising, BOO often pays to advertise promotional new collections
posts and promotion through Instagram and Facebook Story. To use SEO effectively, BOO
needs to pay for SEO optimization tools such as website audit, backlink analysis, and keyword
ranking checking tools. BOO often collaborates with models, influencers, and KOLs to take
photos, review, and livestream to sell BOO's products. The costs for these people depend on their
popularity and BOO’s requirements for promotional content.

5. Integrated digital marketing evaluation

BOO’s website is integrated with other platforms and Instagram is intergrated with other
social media accounts and Shopee. With the integration of SEO and PPC, BOO increases the
frequency of appearing on Google Search. Various payment methods are used for websites and e-
commerce platforms to create convenience for customers. Tight integrations help BOO reach
more customers, raise brand awareness and create a seamless customer experience. BOO's
messages are consistent across all marketing channels. BOO also optimizes its website for
mobile devices and desktops to bring convenient experiences to users. Besides, BOO's integrated
marketing approach brings data integration which is beneficial for BOO to analyze customer data
on channels and brings more effective marketing ways.

However, BOO's social media and e-commerce platforms are not integrated fully together.
This is a barrier for customers when they want to have more information about BOO. Moreover,
this incomplete integration may be a factor affecting low engagement on BOO's social media
accounts. Besides, in BOO's YouTube introduction, there is no general introduction information
about BOO and no links to BOO's channels.
 SWOT

Strengths Weaknesses

- High number of purchases on the TikTok Shop - Low sales on Lazada

and Shopee - Moderate customer rating on TikTok Shop
- Website is easy to use, optimized to suit both compared to BOO's competitors
desktops and phones - The articles’s interaction on Facebook is not stable
- Having various payment methods - Fragmented and incomplete integration between
- Good services on Shopee and Lazada BOO's platforms
- Diverse and quality promotional content - Haven't interacted regularly with audiences on
- High number of followers and likes on Facebook TikTok
- Good integration with the website - The content is not suitable for audiences’
preferences
- Lack of investing content and interaction on
YouTube

Opportunities Threats

- Highlighting products’ differences due to the - Losing competitive advantages

regulations of providing detailed product - High competitive level
information - A decrease in GDP causes reduced purchases of
- The popularity of online shopping non-essential products
- The high number of Internet and social media - The growth of technology, AI, VR/AR, chatbots
users - Customers’ concerns about poor-quality products
- Collecting customer data by from e-commerce on online platforms and are price-sensitive
platforms - The spread of unsatisfied comments
- Financial and e-commerce intermediaries’ - Competitors' strengths:
promotional codes  Levents has great engagement with visitors on
- The spread of satisfied comments the website, the highest number of followers
on Shopee, and the fastest response rate
 compared to BOO and other competitors
 DirtyCoins has a good brand image, and the
highest number of followers on Instagram,
Facebook, and YouTube compared to others
 MLB has the highest number of followers on
Lazada compared to other competitors and
BOO
 CONCLUSION

To solve the problems of integrated digital marketing, BOO needs to ensure that its social
media accounts are linked together to allow customers to find content and information, and help
them navigate more easily between platforms. In the products and profile introduction on e-
commerce platforms, BOO should provide links to its social network accounts. Sharing links to
e-commerce platforms on BOO's social media profile introduction and on posts when the brand
has discount programs on e-commerce platforms. Finally, the integration with the shipping
provider for TikTok Shop must be improved because the customer rating score is on average and
lower than other competitors.
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