Marketing Internet - Group 6 - INS303902 - Slides Form

Digital Marketing
Strategy Hi Teacher, we’re group 6. When you are here, maybe

you can’t see all of contents that we done. Because it’s
USING SOSTAC® FRAMEWORK just short version we made it for meeting tomorrow.
But we’ve already created the PDF report form that
included all of things we done. So please take a look
to PDF report.
Group 6, Marketing Internet, INS303902 Thanks a lot.
Table of contents
# 1. Situation Analysis - ‘Where are we now’
Internal audit - digital channels
Target customer segment and Buyer personas
Identify and Analyze competitors
SWOT
# 3. Strategy - ‘How do we get there?’
# 2. Objectives - ‘Where do we want to be?’ Approach to achieving the objectives
Vision for using digital channels STP strategies
Specific, numercial objectives Digital branding strategy and how it aligns with the
company
Key elements of the marketing Mix
(Product, Price, Place, Promotion)
#1
Situation Analysis
“Where are we now”
Internal audit - digital channel
Target customer segment and Buyer personas
SWOT
Internal audit - Key Metrics
Web Site Facebook Tiktok
1. Followers: 1.1M, Likes: 1M 1. Followers: 67,9K

Co Mem homepage and
2. Average engagement: 300 - 400 2. Videos: 283 videos
product pages feature
likes, comments and shares per post 3. Views: thousands views
visually appealing designs
3. General evaluation: Co Mem 4. General evaluation
with detailed product
Homelab boasts a sizable Facebook Co Mem Homelab has a
information and high-
following with an average relatively high number of
quality images. Co Mem
interaction rate. Content primarily followers on Tiktok.
offer attractive promotions
consists of product showcases, The engagement rate of the
and clear, concise content
beauty tips, and promotions through videos is average.
that provides valuable
images and videos. The content on the channel is
information to users.
mainly short videos
Target customer segment and
Buyer personas
- Target customers: Females aged 18-25, income group AB, nature lovers
preferring natural products with minimal chemicals.
- Demographics: Primarily urban dwellers in Ho Chi Minh City and Hanoi, with
incomes ranging from 7.5-150 million VND.
- Shopping behavior: Prefer e-commerce for home consumption, typically

purchase 1-2 times/month.
- Lifestyle: Environmentally conscious, prefer herbal and safe products for

facial cleansing, hair care, and beauty.
- Cocoon
They are Cosmetic brand belonging to Nature Story
Cosmetics Company Limited.
Cocoon is also known as the first brand in Vietnam to
start the vegan cosmetics trend.
Cocoon leverages influencer partnerships with Trinh

Pham and Suboi for brand exposure and credibility.
Collaborating with Lazada, they drive sales and raise
awareness through social media promotions."
S W O T
Strengths Weaknesses Opportunities Threats
1. Nature-extracted products: 1. Made entirely from natural 1. Global trend: Natural 1. Many fierce domestic
safe, eco-friendly. ingredients that require short cosmetics popular in competitors: Cocoon, Antisol,
2. Manufactured meeting storage time. Vietnam and worldwide, Charm, Morra,...
Health Ministry standards. 2. The length of the hair care particularly in skincare, 2. Although there is growth
3. Many branches nationwide product list is not yet diverse haircare, and perfumes. potential, the brand's
with a highly qualified 3. Communication is still 2. Vietnam's abundance of presence in the market is
product development team. weak compared to natural resources offers quite lackluster.
4. Purchasing in many competitors. high-value products at 3. Most Vietnamese people
different farm areas, 4. Production scale and competitive prices. tend to prefer foreign
minimizing dependence on technology are limited 3. With a youthful products rather than using
suppliers. because of the need for demographic and openness domestic products.
5. Strong in online sales large capital. to global beauty trends, 4. Vietnamese people's
activities online shopping is becoming confidence in domestic
increasingly favored for its products is not great.
convenience.
#2
Objectives
“Where do we want to be”
Vision for using digital channels
Specific, numercial objectives
Vision
Through digital channels,
we want to share our commitment to
transparency, authenticity, and
sustainable beauty with consumers
around the world
Increase brand awareness
Increase social media followers by 30% within one year.
Increase online sales

Objectives Increase online sales through website and
social media platforms by 20% within 6 months.
Specific, Numercial
Expand target audience
expand the target audience for the 'Co Mem'
product to include women aged 18-45,
increasing the number of new customers by
15% within one year.
Back to Agenda Page

#3
Strategy
“How do we get there”
Approach to achieving the objectives
STP strategies
Digital branding strategy and how it aligns with the
company
Approach to achieving
the objectives
Increase brand awareness Increase online sales Expand target audience

Targeted social media ads, collaborations Enhance website user experience Collaborate with influencers for
with micro-influencers, and active through mobile optimization and audience expansion and monitor KPIs
follower engagement for broader brand utilize data analytics for for marketing effectiveness.
reach and interaction. performance-driven improvements.
STP strategies
- Geography: Scale across the country
Segmentation - Customer psychology: HOME LAB's diverse products appeal to customers of all ages and
incomes, prioritizing convenience and technology-driven shopping preferences.
Primary target: predominantly female, prioritize environmentally-conscious, vegan, and cruelty-

Targeting free products for facial care and beauty. Secondary targets: environmentally-conscious men and
consumers from Gen Z or baby boomer demographics interested in vegan beauty options.
1. Value Proposition: Position Co Mem HomeLab as a top provider of vegan cosmetics, recognized
for sustainability and ethical practices by UNESCO.
2. Brand Personality: Establish an eco-conscious, socially responsible brand personality through
Positioning
storytelling and visual branding.
3. Points of Differentiation: Highlight Co Mem's unique features like innovative formulations and
transparent sourcing to set it apart as a premium brand with ethical standards.
Digital branding strategy
Social Marketing Influencer Content Marketing

Media Marketing
Product Price Place Promotion
- Showcase high-quality - Targeted social media

images and videos - Clearly communicate ads.
highlighting ingredients the value of natural - Develop user-friendly - Partner with micro-
and benefits. ingredients. e-commerce platform. influencers for authentic
- Provide detailed - Use targeted - Partner with online endorsements.
descriptions promotions and marketplaces and utilize - Create engaging video
emphasizing natural discounts to attract and social media for sales. content and use email
ingredients and retain customers. marketing for
sustainability. promotions and loyalty.
Thank you for listnening!

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Digital Marketing

Strategy Hi Teacher, we’re group 6. When you are here, maybe

1. Followers: 1.1M, Likes: 1M 1. Followers: 67,9K

- Shopping behavior: Prefer e-commerce for home consumption, typically

- Lifestyle: Environmentally conscious, prefer herbal and safe products for

Cocoon leverages influencer partnerships with Trinh

Strengths Weaknesses Opportunities Threats

Increase online sales

Back to Agenda Page

Increase brand awareness Increase online sales Expand target audience

Primary target: predominantly female, prioritize environmentally-conscious, vegan, and cruelty-

Social Marketing Influencer Content Marketing

Product Price Place Promotion

- Showcase high-quality - Targeted social media

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