TABLE OF CONTENTS
CHAPTER 1: OVERVIEW REPORT ABOUT INTERNSHIP INSTITUTION. 2
1.1
Background informations:........................................................................2
1.2 Brief history and mission of each period.....................................................2
1.3 Mission and vision:......................................................................................3
1.4 Organization structure:................................................................................4
1.5 Product, target customer:.............................................................................6
CHAPTER 2: BUSINESS ACTIVITIES OF THE COMPANY..........................8
2.1 Business activities in general.......................................................................8
2.2 Thorough analysis about marketing and sale activities.............................10
CHAPTER 3: AIMS OF INTERNSHIP, THE CONTENT OF WORK BY
DIVISION AND METHODS OF IMPLEMENTATION...................................16
3.1
Aims of internship:.................................................................................16
3.2
Working task by division:......................................................................16
3.3
Methods of implementation:..................................................................17
CHAPTER 4: THE OUTCOME OF INTERNSHIP..........................................24
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CHAPTER 1: OVERVIEW REPORT ABOUT INTERNSHIP
INSTITUTION
1.1 Background informations:
Name: Thanh Phuong Limited Company
Address: 156 Viet Hung, Long Bien, Hanoi
Function: Thanh Phuong Company was founded on the basis of the
quality of products, services and progress as a guideline for the
executive management; ensured business operations developed to
increase profit, generate income for the labor and contribute to the state
budget.
Manager: Mrs. Nguyen Phuong Dung
1.2 Brief history and mission of each period
In 1993, Vietnam had just experienced the Renovation in seven years. Thanh
Phuong Co.ltd is one of the largest chemical distributors in Vietnam. Thanh
Phuong created a large number of chemicals market. The main products are
from China and imported directly into Vietnam, Thanh Phuong Co.ltd put
chemicals into containers, and then transported to other small sellers throughout
Vietnam. These products were hazardous products and chemicals, which used to
make pesticides. The target customers were distributors and a big seller in
Vietnam. During the period, the task was unclear. CEO of Thanh Phuong saw
the opportunity and she tried to make the supply of goods to meet the demand.
The company's structure was not complicated, and Mrs. Phuong Dung mainly
operated all activities within the company.
In 1996, by realizing the great potential of the agriculture sector, Thanh
Phuong Co.Ltd leadership has decided to move the business .The director of
Co.ltd Thanh Phuong, Mrs. Phuong Dung think that the agricultural sector was
very potential to the company with huge financial resources to move the
business into a new direction. However, it is a very dangerous movement
because Thanh Phuong’s core competencies are not related to the agricultural
sector. After researching the market, with the consensus of the board, the
company decided to break into agriculture. The agriculture at that time earned a
lot of profit for Co.ltd Thanh Phuong. Thanh Phuong slowly turned into
products plant protection chemicals. Customers, farmers do not have many
choices at that time and the Thanh Phuong easily broke into the market, with the
competitive advantage of lower costs and booming agricultural market, Thanh
Phuong company went to the peak with the highest profit ever. During the
period, the task of Thanh Phuong was enhancing agricultural production in
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Vietnam, reducing poverty, building a strong domestic Vietnam after the
stagnation of the economy. Thanh Phuong has completed the task partly because
Thanh Phuong has helped a lot of farmers to improve agricultural productivity
and their lives.
In 1998, Thanh Phuong was one of the first companies offering products of
biological crop protection and herbs. With this product, Mrs. Phuong Dung
wanted to change the agriculture of Vietnam farmers. Its objectives were to
provide less toxic products for both the farmer and the final consumer. Thanh
Phuong Co.Ltd was interested in cooperating with agricultural cooperatives to
bring to market vegetable products, safely. However, this plan did not succeed
as expected. The market did not accept the company's products. The reason for
this situation was the high cost of the product and the awareness of people about
food safety had not been right. Therefore, Thanh Phuong companies must go
back to the products of chemical pesticides. Operations and sales of Thanh
Phuong Co.Ltd relied heavily on these products until 2008.
The financial crisis in 2008 had a very bad impact on the business of Thanh
Phuong Co.Ltd. The money collection from the distributors and retailers had
become very difficult. In addition, there were a lot of competitors appear on the
market. All of the above made the company step into a severe crisis. The Board
of Directors must scale down dimension of production and reduced number of
labor, and tried their best to maintain the company's operations. This decline
lasted until 2014, when the company signed a large contract with a major
partner from Ho Chi Minh City.
In the middle of 2013, Thanh Phuong Co.ltd and their group of professors
successfully found out the formulas of Herbal Shampoo, Body cream,
Cosmetic… It took more a year to finish the registered license from Hanoi
Health Department, testing on a human and large number of people. The
company officially entered a new development phase with new herbal products.
1.3 Mission and vision:
From 2014, due to commodity production conversion, mission and vision of
Thanh Phuong company have changed. The company's new mission is to bring
the products of natural origin to consumers Vietnam. We have lived too long in
the polluted environment; used across multiple products containing toxic
chemicals; has too many products imported cheap, poor quality of China. Thanh
Phuong's goal is to change the habits of consumers, providing them with the
natural herbal products in Vietnam.
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Thanh Phuong's vision is to become the leading manufacturer and largest
distributors of herbal products body care in Vietnam. The biggest goal is to
bring the natural products to all parts of the country
1.4 Organization structure:
Thanh Phuong company is a private company with the owner and CEO is
Mrs. Nguyen Phuong Dung. The structure of the company is divided into five
departments: Marketing, Sales, Production, Accountant, Research and
Development. In this report, as well as practice in the marketing department of
the company, I will analyze mainly about marketing and sale department of
Thanh Phuong Co.Ltd.
The below drawing describes the organization structure of Thanh Phuong
Co.Ltd.
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5
1.5 Product, target customer:
Product: Now, Thanh Phuong Co.Ltd mainly produces and delivers the
herbal health care products. The outstanding product brands are such as
Herbal Hair Growth Shampoo, Herbal Anti-Hairloss Shampoo, Herbal
hair- conditional, Herbal Whitening Body Cream, Herbal Skin-Care
Cream, Herbal Hair Anti-Greyhair Serum…
Target customer: The targeted customer of Thanh Phuong co.ltd is
o Women, from 24-64 years old.
o High-paid willingness,
o Lived in urban
o Love Vietnamese natural products and expect to be more beautiful.
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CHAPTER 2: BUSINESS ACTIVITIES OF THE COMPANY
2.1 Business activities in general
A) Business activities strategy/plan:
Initially, the company has a business plan in the next 5 years.
In 2016, Thanh Phuong Ltd focuses mainly on the distribution, to expand
the network throughout the territory of Vietnam. The company increased
cooperation with pharmacies, cosmetic stores, spas to expand the market. In
addition, the marketing team has a very important task is to develop and
complete online marketing system through social networking channels and
websites. Further, the company also aims to offline marketing direction to reach
more customers, for example, advertising on television or printing products.
By 2017, the company plans to equitize enterprise. This aims to call for
more investment. This is the right time because the product has started to
penetrate deep into the market; brand has initially been identified; the company
has the research and understanding of the product, market, customer tastes
should need a large capital to expand the market, to attract customers in large
numbers
B) Business production process:
Supply and logistic:
Main ingredients for the company's products are quite diverse and mostly
natural herbs such as black locust, grub, coconut oil, lemongrass, lemon. They
come from all parts of Vietnam. The company was ordered in two ways: buying
directly from farmers or through forms of cooperation. With this form of
cooperation, the company will provide the plant variety and cultivation process
for farmers. Whereby companies are controlled by the number and quality of
herbal medicine it needs.
Currently, the company has a warehouse located near the factory. But the
future, by the expansion needs of the national market, the company aims to hire
warehouse big logistics firms. This will help the company's products are present
in the warehouse in all provinces across the country of the partner. Whereby the
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movement of goods to the distribution center, the store quickly, conveniently
and cheaper
Productivity:
The company always aims to standardize the productivity to the highest
efficiency. Leadership of the company always pays attention to the technical
improvement and modernization of machinery and to increase labor
productivity and to bring the best products to consumers
An example of quality priority is the company barely uses cheap
materials but poor quality from China, including the packaging. Thus, Thanh
Phuong Co.Ltd has the ISO certificate for the production.
Distribution:
Currently, the main distribution channels of the company are drug stores,
cosmetic stores, spas. This is possible because the channels they are common
and where customers go to for solving hair problems. Moreover, they also help
the company to get closer to your target customers (women). Now, products of
Thanh Phuong Co.Ltd are available in: Hanoi, Hai Phong, Quang Ninh, Thai
Nguyen, Lang Son, Da Nang, Hue, Quang Ngai, Quang Tri, Ho Chi Minh, Binh
Duong… and other cities. To develop the market, deep and width penetrating
into the channel is very important. Therefore, as mentioned above, the
company's strategy is to have as many distribution channels as possible. The
company aims to cover 50 cities and provinces at the end of 2016.
Marketing and sale:
To bring its products to customers, Thanh Phuong is using two main ways
through traditional distribution channels and online channels. While revenues
from traditional distributors developed with high percentages, online channels
such as websites or Facebook page also proved very effective. Customers can
visit the website to make an order http://daugoithienthao.net/. Products will be
shipped to the customers within 1-4 days without a delivery fee. In addition,
customers only need to leave your phone number in Thien Thao's Facebook
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page, the staff of Thanh Phuong Co.Ltd will call customers to advise and
persuade the purchase.
Currently, the online marketing of Thanh Phuong just focused on
developing markets for the important product Herbal Hair Growth ThienThao
Shampoo. Thanh Phuong chooses SEO, landing pages system and Facebook ads
as 3 main tools to implement the digital marketing. It is the way that company is
using to rapidly increase the customer (user) on the website by a combination
of technological tool and marketing tool.
2.2 Thorough analysis about marketing and sale activities
A) Role in business activity:
Marketing and sales on digital play a very important role in the development
of the company. Access to bulk customers via website, Facebook page helps the
company's brand closer to consumers. In addition, the online sale also helps
companies save many costs, human resources. The digital software, utilities
greatly assist in the process of communication, sales between companies and
customers. A lot of the sales steps are automated by technology. This not only
saves time but also bring interesting and convenience experience for customers
making a purchase
B) Important aspect:
Marketing activities:
In late 2014, the first trial samples of ThienThao Herbal Shampoo Hair
Growth had been distributed to a thousand people. The main purpose of this is
to get the opinions of a large number of customers on product quality, flavor,
packaging. The feedback received was very positive. This gives great
confidence to the whole company into wards of the success of this product.
Much of this a thousand customers continue to use the product for a long time,
even a number of people signed the contract directly with Thanh Phuong Co.Ltd
to become retailers.
The positive sign of the end market has cheered the company's marketing
department quickly do more research about the market, competitors and
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products to quickly be able to launch our products Thanh Phuong Co.Ltd has
signed a contract with Rio Creative packaging, a famous design agency, in early
2015. After that, the product was officially launched in February 2015. This is a
landmark success for the efforts of all the companies, and especially marketing
staff.
April 2015, the company's official website was launched with the domain
name: http://myphamthienthao.vn. This website is the foundation for digital
marketing activities of the company.
Market research
Thanh Phuong company make a deep research and here are the result.
Shampoo market in Vietnam:
Total revenue shampoo market in Vietnam is about 5.5-6 trillion VND, with
the average growth rate of 11-12% / year
The herbal shampoo market still open, only Sao Thai Duong is the biggest
one with over 70% market share and some of the small brand, imported from
Korea, Japan as: Hasu, Olive, R & B ... small firms which sell products through
online channels and has no branding strategy
Vietnamese consumers receptive to new brands, "88%
consumers are willing to buy the new brand." (2013)
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Vietnamese
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Competitor research
Direct competition in Herbal Shampoo: Sao Thai Duong. Sao Thai
Duong was established in 2002. There are three shampoos solar products and
Thai Duong 3, Thai Duong 7 born in 2011, Valentine was sold widely in 2014
and became top of mind of customers.
Strong distribution: in 63 cities, covering in the pharmacy channel, there is
one less in the cosmetic effect. There is a good discount for distributors and
dealers.
Pricing strategy: Solar 40k for 3, 90k and 250k for solar 7 for Valentine
Strategic branding: Traditional + digital
Tradition: TVC regularly on the channel VTV, TV ... Sao Thai Dong invests
a lot of money to put hoardings, sponsored benches placed in the park, hotel
Unilever
Brands include Clear, Sunsilk, Dove …
P&G
Brands include Pantene, Head & Shoulder
UNZA
Brands include Romano
ITP joint stock
Brands include X-series, X-men, …
SWOT analysis
Strengths:
o Product quality is very good, the customer can use remarkably effective
o There are many loyal customers and use the product as a habit
o Having the support of 4 professors of pharmaceutical chemistry
biotechnology, professors willing to help to communicate Brands
o Close to traditional Vietnam
Weaknesses:
o It takes a long time to see clearly the result on customers
o The high price compared with ordinary shampoo products
Opportunities
o Vietnamese consumers easily use products with new brand
o People care about chemical products, the Vietnamese are returning to
using herbal products and natural
Threats
o Direct competitors have very strong brand
o People tend to foreign students, still not really trust in domestic products
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Marketing Strategy
Marketing strategy is all about the content marketing that provides the
useful information in order to educate people on the internet and directly
convert them into the customer (buyers) through a website system, which is
called the Funnel.
Creating Content for Marketing Funnel of Thanh Phuong Co.Ltd
Funnel is the system of website to optimize the conversion rate as high as
possible. So marketing department of Thanh Phuong Co.Ltd designed a
structure for
Marketing funnel of the company.
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C) Analysis:
Digital marketing and sale model is very suitable for the company. As small
company, relatively new product to market, Thanh Phuong Co.Ltd using the
digital tool to reach, communicate and introduce the product to the customer.
This not only helps companies get the products to market quickly but also
improves markedly brand name awareness.
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CHAPTER 3: AIMS OF INTERNSHIP, THE CONTENT OF WORK
BY DIVISION AND METHODS OF IMPLEMENTATION
3.1
Aims of internship:
With internship period at Thanh Phuong Co.Ltd, I have some aims such as:
Learning how to build an organization structure: This will help me to
understand how the human resources of small and medium-sized companies are
allocated. This is very important because a reasonable structure will help the
company operate better, save costs and promote the full potential of employees
Have an overview about the important stage of supply chain: Today in
business, supply chain plays a very important role for the success of the
enterprise. Clearly, fundamental factor to compete successfully today is an
effective supply chain. Therefore, I want to learn the basic stages of the supply
chain. Through which I can get an overview of how business organization create
and deliver value to the customers.
Gain knowledge about advertisement on social network, web: The rapid
development of the Internet has brought a huge change advertising industry.
With the website or especially social networking sites such as Facebook,
Twitter, ... online marketing is a great opportunity for businesses to reach
consumers. In internship period at Thanh Phuong Co.Ltd, I want to learn this
process because now, it is extremely important for the development of
enterprises.
3.2
Working task by division:
At office of Thanh Phuong, I was assigned to some task as below:
Input customer data: Thanh Phuong Co.Ltd has developed a platform to
collect customer information via the website or via Facebook page. During the
first week in Thanh Phuong, I had the task enter customer information into data
storage systems of the company. The recorded information is the name, address,
age, email, occupation, hair condition, purchases ... I think this information is
very valuable to the company. After classified, it will become the basis for the
company to understand and assess the habits, purchase preferences of each
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customer group; which can improve product quality. In addition, this
information will be forwarded to the customer care department could lead to
better customer service after purchasing.
Be trained about SEO, Facebook Marketing: Starting the second week, I
was guided on Facebook Marketing and SEO by the marketing department of
Thanh Phuong Co. Ltd. This is the main objective of this internship. With help,
just like friends of the marketing staff of Thanh Phuong, I have some useful
basic knowledge about online marketing through Facebook Marketing, and,
either way, is SEO. These experiences will be presented more clearly in the
following section.
3.3
Methods of implementation:
In this section, I will talk about my experience, the things I learned is in
Thanh Phuong Co.Ltd. I will not mention much about inputting data because it
is quite simple and not my main purpose to Thanh Phuong Company for
internship. I will write about Facebook Marketing and SEO, what has given me
new insight into online marketing.
A) Facebook Marketing:
Facebook Marketing is that you have products or services; you find out
the needs of users, customers for the product, your services are, what they really
need or can get from the service; and meet their needs in order to increase
profits or increase benefits through social networking site Facebook. There are
many ways you can get to the end user (End-User): Follower, Fan, User,
Customer, .. You can go into their emotions, you can go to their knowledge, you
what style goes well ... as long as not a hack, spam, break the law, ...it is you're
doing Facebook marketing.
First of all, a Facebook marketing strategies should not be separated, it
should be aligned with the overall marketing plans. If you do not have a strategy
and clear objectives for your Facebook fanpage, you will miss a great benefit
when using social media.
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Before starting a marketing campaign on Facebook, you should note the
following issues:
A beautiful website: Website is the face of your business. Demonstrate
professionalism and give your customers what they need.
A plan and a clear business model: You are making money in any way?
This is the age-old question, but many entrepreneurs still do not have a solid
business plan and do not understand things like the cost of goods, how much
money they can (and should) invest in marketing.
Using email as a form of marketing: Some consumer products with large
consumption may not need to send email, but most businesses still need to use
email marketing as part of your overall marketing strategy they. Email is the
best opportunity for you to view both current customer and potential customer.
There are many email providers out there for you to choose from, such as
Constant Contact, AWeber, iContact, Infusionsoft, MailChimp, Office Autopilot
and more. You should found a matching needs and your budget.
Optimize Facebook Page: Before you start doing marketing on Facebook,
you need to be master of the basic elements of an attractive Facebook page.
Once you have done this, you can begin to integrate Facebook marketing
with the overall marketing plan.
Here are 4 steps to get a Facebook marketing strategy effectively:
Set specific goals and measurable marketing campaign your Facebook
Any strategy should begin with the objectives defined. What do you want to
gain from the Facebook page? Sale order is certainly the obvious choice, but it
can only be a secondary target of making revenue. Consider some of the
following marketing objectives on Facebook on your plan:
o
Increase brand awareness: This goal can be a little difficult to verify,
but
also can know through the amount of Likes of the page .. You should have
a target figure (for example, 500 new target customers in the next 3 months).
o
Create a community of loyal fans: This objective will be assessed
through interactive data through People Talking About This (PTAT). In order for
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everyone to cooperate with your business, they need to learn, like and trust you
first. Create an interactive community that can help you strengthen the trust.
o Set permissions and demonstrate your knowledge: Facebook is the
perfect place to showcase previous work, your in-depth knowledge about the
work and show your personality at work.
o Data collection: Using Facebook as a channel data acquisition is a major
goal. Using some kind of opt-in email is a great way to collect data from people
who might be interested in the products or services you. You could offer a free
utility that is related to the product; hold a free webinar; or hold a contest and
give your product to the victor.
o Sale: Sales directly from Facebook is sometimes a challenge. You can’t
push your sales messages on your fan pages too often (I think the maximum
should be 10% -20% of the articles); you can track your sales. You should set up
Google Analytics to track conversions. If you're running ads on Facebook,
please make sure you are tracking ad conversion. Naturebox has a special
tracking link that will track when subscribers from Facebook. When you set
goals for yourself, let make sure it is attached figure and specific deadlines for
each goal. Also, make sure you know how to verify such data.
Look at Facebook will include the following areas:
o
Identifying objects and where you will spend time with them: If you
know about your target customer, you can look at the interaction of any
Facebook page by clicking on the tab Thanks to get more information. There is
very much information about the number of followers on any page Facebook
page.
o
Research your competitors: Search for other pages on Facebook has
actually harder than finding new. You can do some basic searches on Facebook,
but you should use Google to search for Facebook Pages. Facebook search
results are limited to the Graph Search.
o
Understand the latest features: Make sure you know the latest feature
on Facebook to be effective. Keep up with the trend, you will know what to do
Design an experience on Facebook
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o Set your goal: turned back from the original target to know how you will
achieve them. You want to get 500 new fans in the next 3 months? Make sure
you have the operation or marketing budget to support that goal.
o Establish what will do: Have a plan for what you will log each week to
help you streamline operations because you can put up some posts with good
content and more often. Moreover, a specific schedule posting on Facebook is
necessary.
o Set a specific activities schedule: One more thing you should do is to plan
your activities. You can schedule your daily activities, weekly activities and
monthly activities using a simple Excel spreadsheet. Also, let take some time to
map out the long-term operational and marketing plans, along with your
estimated results. That way, you can know what you need to do.
Measure progress
You should take the time to look back at your progress on Facebook, as you
will know that your digital marketing strategies are working effectively or not.
Facebook Insights working to understand how to understand the interaction
between the posts. You can sort your posts as pin post (attached to the top of the
page) to keep track of people are interacting with your content or use a number
of ways, such as LIKE, SHARE, COMMENT and click links).
B) SEO:
SEO stands for Search Engine Optimization, is a set of methods to
improve the ranking of a website in the results pages of search engines (Google
is the most popular). The method includes website optimization (effect on
HTML source code and website content) and building links to pages for the
search engines to choose the most appropriate site to serve the Internet search
with a specific keyword query users.
SEO brings several advantages:
The cost is very low when compared to other advertising methods on
other search engines.
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