ASSIGNMENT GROUP WORK

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 34: Digital Marketing

Submission date 9/8/2024 Date Received 1st submission 9/8/2024

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures
Nguyen Dang Nam Nam
Nguyen Thu Huong Huong
Group number: Nguyen Hoang Long Long
Tran Thi Thuy Linh Linh
Pham Thi Thanh Huong Huong
Pham Manh Cuong Cuong
Class MA06202 Assessor name Ngo The Nam

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 OBSERVATION RECORD
Student Pham Thi Thanh Huong
Description of activity undertaken
Part 1 : Analyse the opportunities and challenges for business organisations in the digital marketing
landscape.
Part 2: Evaluate methods of monitoring and measuring a digital marketing campaign in line with
marketing objectives
Critically evaluate the application of key digital measurement techniques and performance
metrics used in digital marketing

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Contents
I. Introduction.......................................................................................................................................................8
II. Main contens.....................................................................................................................................................9
2.1. Name of the organization...............................................................................................................................9
2.2. The business field, business goals main, products/services :.........................................................................11
2.3. Review/overview the digital landscape........................................................................................................18
2.3. Opportunities and challenges for business/industry organizations.................................................................19
2.3. What opportunities and challenges does DIGITAL MARKETING bring to TH True Milk?.................................22
2.3.1. The Opportunities Digital Marketing Presents for TH True Milk....................................................................22
2.3.2. The Challenges of Digital Marketing for TH True Milk....................................................................................23
4.1. Digital Marketing Tools.................................................................................................................................26
4.1.1. Website........................................................................................................................................................27
4.1.2. Tiktok...........................................................................................................................................................30
4.1.3. Facebook......................................................................................................................................................32
4.2. Digital Marketing Techniques.......................................................................................................................38
4.2.1. Content Marketing.......................................................................................................................................38
4.2.2. Influencer Marketing....................................................................................................................................44
4.2.3. Display ads of TH True Milk...........................................................................................................................49
V. Discuss their effectiveness in terms of reach, impact and cost..........................................................................50
VI. Analyse the effectiveness of applying an integrated marketing approach and the benefits this has for an
organisation.....................................................................................................................................................59
6.1. Concept of ICM.............................................................................................................................................59
6.2. Communication Tools/Channels and Techniques..........................................................................................59
6.2.1. Brackground..........................................................................................................................................59
6.2.2. Website................................................................................................................................................60
6.3. Social Media.................................................................................................................................................64
VII. Critically analyse digital marketing to draw valid conclusions for effective marketing of business organisations
........................................................................................................................................................................71
VIII. Content............................................................................................................................................................72
8.1. Design a digital marketing campaign that use multi-digital channels to reach target key audiences...................72
8.1.1. Strategic goals of TH True Milk...................................................................................................................72
8.1.2. Message conveyed: “True Milk – Natural Power”..................................................................................74
8.1.3. TH True Milk's target audience:.............................................................................................................75
8.1.4. Channels I will use in my campaign.......................................................................................................76
8.1.5. Explain how these channels can be integrated to reach the desired audience........................................78
 8.1.6. Estimated Marketing Costs for TH True Milk..........................................................................................79
8.2. Creative ideas to capture people's attention and inspire a “call to action”....................................................81
8.2.1. TH True Milk's Natural Fresh Milk Products Promotional Video...................................................................81
8.2.2. TH True Milk website introduces farms.................................................................................................85
8.2.3. TH True Milk Exciting Experience Video Series.......................................................................................87
8.2.4. TH True Milk Campaign Promotions......................................................................................................90
8.2.5. Specific plan roadmap...........................................................................................................................91
IX. Evaluate methods of monitoring and measuring a digital marketing campaign in line with marketing objectives
........................................................................................................................................................................94
9.1. The Company’s Digital Marketing Situation.................................................................................................103
9.2. The Actions To Improve Performance Increase Engagement And Conversions.............................................105
9.2.1. Personalize Customer Experience........................................................................................................105
9.2.2. Optimize Customer Experience with Chatbots and Live Support..........................................................106
9.2.3. Increase Engagement Through Social Media........................................................................................106
9.3. Problems That May Occur...........................................................................................................................107
9.3.1. Problems With Personalize Customer Experience...............................................................................107
9.3.2. Problems with Chatbots......................................................................................................................108
9.3.3. Problems with Increase Engagement Through Social Media.................................................................108
X. Conclusion......................................................................................................................................................111
XI. Referrences....................................................................................................................................................112
I. Introduction
Fueled by a digital revolution, Vietnam's online landscape is experiencing explosive growth, creating a
dynamic marketplace brimming with opportunities for businesses like . Recognizing this transformative
power, the Board of Directors (BOD) has made a strategic call to action: significantly invest in digital
marketing activities. This plan serves as a comprehensive roadmap, designed to leverage the power of the
digital world and propel TH True Milk towards achieving its ambitious goals within the next 12 months.
Our mission is clear: cultivate exceptional customer experiences that foster long-term, profitable
relationships. This digital marketing plan offers a flexible approach, catering to two potential strategies.
We can either craft a laser-focused campaign specifically for a star product within TH True Milk portfolio,
maximizing impact and driving sales. Alternatively, we can develop broader digital marketing initiatives
that encompass all offerings, solidifying the company's position in the Vietnamese market and enhancing
its overall brand image and performance. Ultimately, this data-driven plan, anchored in a customer-
centric approach, aims to cultivate brand loyalty, accelerate sales growth, and firmly establish TH True
Milk as a leader in the ever-evolving Vietnamese digital landscape.

In the essay below to develop a digital marketing plan for the company's products, our team will present
the opportunities and challenges of digital marketing for effective marketing for organizations. business
position. From there, analyze the opportunities and challenges for business organizations in the context
of digital marketing. Not only that, we also apply key digital tools and techniques available to marketers
to create an integrated marketing approach. To analyze the effectiveness of applying integrated
marketing methods and the benefits this method brings to the organization. To be able to discuss their
effectiveness in terms of reach, impact and cost. Finally, thoroughly analyze digital marketing activities to
draw valid conclusions about the effective marketing activities of the business organization.
II. Main contens

2.1. Name of the organization

TH True MILK - full name is TH Dairy Food Joint Stock Company, international transaction name is TH Joint
Stock Company, is a company of TH group established in 2009 in Nghe An. This is a 100% Vietnamese
dairy brand specializing in producing and supplying milk and dairy products. (Hoang, 2023)

Although it has only been in the market for more than

10 years, far behind the history of formation and development of Vinamilk, Moc Chau, even Friesland
Campina,... but that is only a loss in time, not in terms of development speed or growth. popularity in
the
market, TH true MILK has proven its superiority in the Vietnamese dairy segment. According to retail
market measurement data as of March 2021, TH true MILK has reached 30% of the market. share in the
fresh milk segment in urban retail channels. At the same time, TH Dairy Joint Stock Company has affirmed
its position in the dairy industry with the proof of ranking 2nd in the Top 10 prestigious food companies in
2020, in the Dairy and dairy products industry group. ( Le Mai , 2024)

Main office: Nghi Son, Nghia Dan, Nghe An province Main products: Milk and nourishment
Website: http://www.thmilk.vn/

2.2. The business field, business goals main, products/services :

The business field :

The outstanding business field of TH Group is the production and processing of fresh milk with the project
"Dairy farming and concentrated milk processing on a high-tech industrial scale", producing branded dairy
products. TH true MILK. The project was implemented in October 2009 with a total investment of 1.2
billion USD. As of this month, the project has completed phase 1 investment with a total capital of 500
million USD, a total herd of cows of more than 45 thousand, and an area of livestock and raw material
fields of up to 8,100 hectares. (Tcct, 2017)

Main business goal :

TH Group wishes to become Vietnam's leading manufacturer in the clean food industry originating from
nature. With serious and long-term investment combined with the world's most modern technology, we
are determined to become a world-class food brand that every home trusts, everyone loves and the
nation is proud of. (a280004, 2024)

Products/services :

•TH true MILK sterilized fresh milk

This product line provides the body with an abundant source of minerals, especially calcium. Using milk
regularly every day will help promote height and weight development.
•TH True Nut milk

Nut milk products have main ingredients from macadamia nuts, almonds, gac seeds, walnuts,... dogs
combined with fresh milk to create a delicious, fatty taste. Furthermore, nut milk is sweetened with dates
instead of refined sugar to create a natural flavor.

•TH True Yogurt

Using milk from TH farm is extremely clean and nutritious, combined with natural fermentation
technology. Yogurt provides the body with many beneficial bacteria that help limit diseases of the
digestive tract, bones and skin.
.

•TH True Ice Cream

The cool and greasy ice cream taste from fresh milk caused a fever in our country's "ice cream" industry
at that time.

TOPKID popsicles.

Popsicles of all flavors.

Canned ice cream.

Ice cream cone.

With flavors from familiar to new such as: Chocolate, strawberry, vanilla, cheese, durian, coconut, matcha
green tea, sandwich, salted coffee caramel that you should not miss.

•Types of butter
Butter has a rich taste. When made from fresh milk, it will have a light taste without being boring. Natural
unsalted butter.
Phomat que Mozzarella.

• Drinks

Expanding into the beverage industry, TH products are very popular with consumers. Natural lemon green
tea TH True Tea.
TH True Tea natural oolong tea. TH True Rice roasted rice water. TH True Rice red brown rice water.
TH True Juice natural fruit juice orange, apple, peach flavors.

TH True Juice Milk fruit milk with orange, strawberry, blueberry, banana flavors.

•TH True Herbal tea bags

With the motto of promoting consumer health, TH Group continues to launch the TH True Herbal tea bag
product line. Healthy herbs are dried and meticulously packaged, bringing purity to every drop of tea. TH
True Herbal teas include:

Gynostemma - Ganoderma herbal tea. Perilla - ginger tea

Tran Nhan tea - chrysanthemum flower. Passionflower tea - lotus heart.
2.3. Review/overview the digital landscape

Vietnam's Digital Boom: A Landscape of Opportunity (2023)

Vietnam's digital environment in 2023 witnessed a period of remarkable expansion, driven by high
internet and mobile penetration rates, a population enthusiastic about social media, and a burgeoning e-
commerce sector. This essay explores the key elements of Vietnam's digital landscape in 2023,
highlighting the opportunities it presents for businesses and outlining strategies for success in this
dynamic market.

A substantial internet user base forms the foundation of Vietnam's digital environment. DataReportal
estimates that by 2023, there were 77.93 million internet users in Vietnam, representing a significant
79.1% penetration rate. Mobile connectivity is even more impressive, with Kepios analysis indicating
161.6 million active cellular connections in early 2023, exceeding the total population. This suggests
multiple SIM card ownership, further emphasizing the mobile-centric nature of Vietnamese digital
interaction.

Social media plays a crucial role in connecting Vietnamese citizens. Statistics reveal that 70 million
Vietnamese, translating to 71% of the population, actively engage with social media platforms
(DataReportal, 2023). This widespread social media usage presents a golden opportunity for businesses to
establish a digital presence and connect with potential customers directly.

E-commerce serves as a potent driver of Vietnam's digital economy. According to VietNamNet (2023), the
digital economy held an estimated value of $30 billion in 2023, with projections reaching a staggering $45
billion by 2025. This rapid growth signifies a thriving online marketplace ripe for businesses to tap into.
Several key opportunities emerge for businesses seeking to capitalize on Vietnam's digital boom.
Prioritizing a mobile-first approach is paramount. Developing a user-friendly mobile app or website
specifically optimized for Vietnamese users is essential for seamless online interaction (AJ Marketing,
2023). Furthermore, embracing social commerce by leveraging popular platforms like Zalo, Facebook, and
Shopee allows businesses to directly reach a vast and engaged customer base (VietNamNet, 2023).

Expanding into e-commerce necessitates offering diverse payment options. Integrating popular
Vietnamese e-wallets like Momo and ZaloPay alongside traditional cash-on-delivery options caters to a
wider range of customer preferences. Additionally, data-driven marketing strategies utilizing customer
behavior analytics empower businesses to personalize their marketing campaigns and enhance customer
engagement.

Success in Vietnam's digital landscape hinges on a strategic approach that prioritizes localization.
Translating marketing materials and websites into Vietnamese, while ensuring cultural sensitivity, fosters
trust and brand recognition. Integrating mobile-first payment solutions with popular e-wallets streamlines
the customer journey (AJ Marketing, 2023). Providing exceptional customer service in Vietnamese is
another crucial element in building lasting customer loyalty. Finally, forging partnerships with established
Vietnamese influencers or businesses allows companies to leverage existing networks and gain a foothold
in the market (AJ Marketing, 2023).

Vietnam's digital environment is on a trajectory of continued growth, further fueled by initiatives like the
"National Digital Data Year," which emphasizes data-driven development (Vietnam News Agency, 2024).
Businesses that can adapt to this dynamic landscape, prioritize mobile-first strategies, and embrace social
commerce will be well-positioned to thrive in the Vietnamese digital market.

2.3. Opportunities and challenges for business/industry organizations.

Opportunities

Opportunities to access global markets:

In Vietnam, TH True MILK Group has reached the majority of the domestic consumer market share as well
as owns a stable loyal customer base. Furthermore, the group's brand and product quality are also
recognized and highly appreciated. (Vui, 2024)
Internal Market:
The growth rate of consumption of milk and dairy products is growing again. According to the Kantar
Worldpanel market newspaper, the reason for this positive change is due to the young population
structure, average income of people and the tendency of people to use nutritional products, enhancing
immunity against the effects of the increasing Covid epidemic. Specifically, in 2020, it is estimated that
the revenue of Vietnam's dairy industry will reach 135 trillion VND (up 8.3% over the same period). In
particular, although milk consumption output remains the same compared to 2020 (accounting for
11.9%), people's need to use yogurt and fresh milk to increase immune resistance during the epidemic is
tends to increase. (Vui, 2024)
Foreign markets:

Chinese market: TH Group is the first dairy enterprise in Vietnam qualified to officially export to the
Chinese market (licensed by the General Department of Customs of China in 2019) 2 groups of dairy
products, These are sterilized pure fresh milk and sterilized fresh milk with natural flavors. This is a great
opportunity to help the group obtain an official "passport" to operate in this billion-dollar Chinese market.
Russian market: The group invests in building livestock farms and high-tech milk processing factories,
along with a number of other food projects with an estimated value of more than 2.7 billion USD in the
Russian market. Under constant efforts, TH True MILK Group has affirmed its brand position through
honorable awards at home and abroad. Specifically, World Food Moscow Award (4 consecutive years
since 2015), Top 10 Strong Brands in Vietnam 2018, National Quality Gold Award 2020, World Class Asia-
Pacific International Quality Award 2021. (Vui, 2024)
Focus on improving consumer health:

The Group has oriented from the beginning its strategic vision for its business to take consumers' feelings
and health as the focus of action. Therefore, the group has researched and launched a line of organic milk
products that are popular with consumers.

It is estimated that by 2025, global revenue of the TH brand organic milk product line will increase by
200%. Accordingly, to seize the opportunity, the group has been developing plans and strategies to
promote penetration into this potential new market. In 2017, during the 26th International Food
Exhibition held in Moscow, TH True MILK Group was honored to receive the "Best New Product 2017"
award. In
addition, participating in the APEC Economic Leaders' Conference in Da Nang also creates favorable
conditions for the group to expand many new global cooperation opportunities in the future. (Vui, 2024)

Challenges.

Competition is increasingly fierce:

In Vietnam, milk and dairy products are one of the most fiercely competitive industries in the market, and
this is also a big challenge for TH True MILK Group. Because, in terms of price segment, the price of TH
products is slightly higher than many other brands, which is a disadvantage for the group in competing in
the market. Furthermore, new product strategies and ideas in today's flat economy are also easily
"copied" by other brands at more appropriate prices. In addition, not only facing domestic competition
but also in international markets, TH Group is also under other pressures regarding regulations on export
product quality approval. From the above challenges, TH True MILK Group is required to build a
development roadmap with a more precise and careful direction in each step in the future. (Vui, 2024)

Competition among TH True MILK substitutes:

In the dairy industry, the market not only provides fresh milk but also many other types of milk such as
powdered milk, nut milk, etc. Besides, it also provides many other drinks such as green tea, fruit tea, etc.
… These new products that hit demand and attracted consumer attention have increased competition in
the industry. Although TH Group has quickly responded to changing user tastes, it has launched many
unique and delicious product lines such as TH True MALT (barley germ drink), TH True Herbal (herbal
drink). pharmacy). This is good news for the brand as it has partly resisted competitive pressure from

alternative products. However, the market is always changing, the group still has to increase vigilance. It
is necessary to quickly catch up and try to stay ahead of industry trends to diversify the product portfolio,
aiming to dominate the beverage market. (Vui, 2024)

Pressure from future commitments:

Another challenge that TH True MILK Group faces is implementing what the business has committed to in
the future. Although the business is still on the rise and increasing its scale. However, the huge scale
requires a lot of investment resources and implementation time, not to mention the emergence of future
variables. These things have put a lot of pressure on the corporation. Not only that, at the present time,
the group is also being entangled in allegations of environmental pollution around its factory and farm
areas. Although the problem has been proposed to be resolved, it has not been completely resolved
properly and still poses potential risks in the future. (Vui, 2024)

2.3. What opportunities and challenges does DIGITAL MARKETING bring to TH True Milk?

2.3.1.The Opportunities Digital Marketing Presents for TH True Milk

TH True Milk, a Vietnamese dairy giant, isn't exempt from the challenges of digital marketing. The
competition is fierce, and grabbing attention requires creative strategies (Smith, 2023). But there's a
bright side! Digital marketing offers a treasure trove of opportunities for TH True Milk to shine.

Imagine crafting impactful stories about TH True Milk's brand. Digital platforms allow them to showcase
their commitment to quality, be it through highlighting sustainable practices or supporting local farmers.
This emotional storytelling can build a strong connection with consumers (McCaffrey, 2019).

Digital marketing also allows for laser-focused campaigns. By leveraging data on demographics, interests,
and online behavior, TH True Milk can deliver messages that resonate with specific consumer groups. No
more scattershot marketing – they can tailor their approach for maximum impact (Chaffey & Chadwick,
2020).

TH True Milk can also leverage the power of social media and influencers to expand their reach and brand
awareness. Interactive campaigns, contests, and user-generated content can spark a two-way dialogue
with consumers, fostering loyalty and a sense of community (Peck & Ritchie, 2015).

This community building doesn't stop there. Digital tools allow TH True Milk to nurture a dedicated online
following by addressing customer concerns, offering exclusive content, and fostering conversations. It's all
about building a strong brand relationship (Helm, 2018).

The beauty of digital marketing is that everything is measurable. TH True Milk can track website traffic,
engagement rates, and conversions to see what's working and what's not. This real-time data allows them
to constantly optimize their strategies for maximum impact (Singh & Choudary, 2022).
2.3.2.The Challenges of Digital Marketing for TH True Milk

The dairy industry has seen a shift towards plant-based milk alternatives in recent years, driven by
concerns about sustainability, animal welfare, and health. This presents a key challenge for TH True milk,
as they will need to understand these changing consumer preferences and adapt their digital marketing
strategies accordingly.

The dairy milk market is highly competitive, with established players as well as newer plant-based brands
vying for consumer attention. TH True milk will need to find ways to differentiate itself and stand out in a
crowded digital landscape. Consumers today are also increasingly concerned about the authenticity and
transparency of the brands they support, so TH True milk will need to proactively address any concerns
about their production practices, ingredients, or sustainability efforts through their digital marketing.

Effective digital marketing requires a deep understanding of the target audience - their demographics,
behaviors, and preferences. TH True milk will need to conduct thorough market research and use data-
driven targeting to reach the right consumers. Additionally, the digital marketing landscape is constantly
evolving, with new platforms, algorithms, and consumer trends emerging regularly. TH True milk will need
to stay agile and adaptable, continuously monitoring and adjusting their strategies to keep up with the
changes.

Measuring the success and impact of digital marketing campaigns is crucial. TH True milk will need to
invest in robust analytics and reporting capabilities to track key metrics, optimize their efforts, and
demonstrate the return on investment. While digital marketing is essential, it should be integrated with
the brand's offline marketing and sales efforts to create a cohesive and consistent customer experience.
(Kotler & Keller, 2016).

III. Analyse the opportunities and challenges for business organisations in the digital marketing
landscape.
The current digital landscape and its impact on TH True Milk
The Vietnamese dairy market is witnessing increasingly fierce competition, especially in the rapidly
growing digital context. Below are some main factors affecting TH True Milk:
Smarter customers Thanks to the development of the internet and social networks, consumers have
access to huge amounts of information. They easily compare products, search for reviews and make more
proactive purchasing decisions.
Fierce competition Vietnam's dairy market has fierce competition from domestic and foreign brands.
Competitors are constantly launching new products, attractive promotions and creative marketing
campaigns.
E-commerce development The rise of e-commerce creates many new distribution channels for dairy
products, while also placing many new requirements on customer service and delivery.
Personalization trend: Customers increasingly want to experience personalized products and services.
Opportunities and challenges
Opportunity
Direct interaction with customers
Building community TH True Milk has succeeded in building communities on Facebook and Instagram
with more than 2 million members, creating regular competitions and interactive events. This helped
increase the site's engagement rate by 30% over the previous year (Nielsen, 2023).
Personalize experience Thanks to analyzing customer data, TH True Milk is able to provide promotions
and products suitable for each customer, thereby increasing revenue from individual promotions.
increase to 25% in 2022 (Internal report of TH True Milk, 2022).
Market expansion
Rural market: Thanks to digital marketing campaigns targeting this audience, TH True Milk has increased
its market share in rural provinces by 15% over the past 3 years.
International markets: Revenue from TH True Milk's export markets increased by 30% in 2022, mainly
thanks to promotional activities on international e-commerce platforms.
Cost optimization
SEO: Website optimization has helped TH True Milk increase organic traffic by 25% in the past 6 months,
reducing Google Ads advertising costs by 15%. (Source: Google Analytics)
Email marketing: The email open rate of TH True Milk's email marketing campaigns reached 35%, higher
than the industry average.
Challenge
Fierce competition: Vietnam's dairy market has more than 10 large and small brands, competing on price,
quality and promotion programs.
Customer information security: According to Kantar Vietnam's 2023 report, 60% of Vietnamese
consumers are concerned about personal information being leaked. This shows that personal information
security is an important issue that businesses, especially businesses in the food sector, need to pay
special attention to (Kantar, 2023).
Measuring effectiveness: Measuring the effectiveness of digital marketing campaigns requires specialized
tools and skills. Currently, many Vietnamese businesses still have difficulty evaluating the ROI of digital
marketing activities.
Solution
To make the most of opportunities and overcome challenges in the digital landscape, TH True Milk needs
to. Build a comprehensive digital marketing strategy: This strategy needs to include activities such as
branding on social networks, SEO, email marketing, content marketing, online advertising... Invest in
technology TH True Milk needs to invest in technology tools and platforms to support digital marketing
activities. Focus on customer experience All digital marketing activities must aim to improve customer
experience. Measurement and optimization TH True Milk needs to regularly monitor and evaluate the
effectiveness of digital marketing campaigns to make timely adjustments. Human resource training TH
True Milk's staff needs to be equipped with the necessary knowledge and skills to perform digital
marketing activities.
 Analyze the opportunities and challenges for business organizations in the digital marketing
landscape

Opportunities:
Expanded reach and increased recognition: Digital platforms such as websites, social media, and online
advertising allow businesses to reach a wider global audience. Effective digital marketing strategies can
increase brand recognition and visibility, making it easier for potential customers to discover and engage
with your business. Targeted and personalized marketing: Digital marketing tools allow businesses to
collect and analyze user data, allowing them to design more targeted and personalized marketing
campaigns. Personalized content, product recommendations, and targeted advertising can lead to
increased customer engagement and higher conversion rates. Cost-effective and measurable: Digital
marketing channels are often more cost-effective than traditional marketing methods, allowing small
businesses to compete with larger competitors. Furthermore, digital marketing campaigns can be easily
tracked and measured, providing valuable insights into the effectiveness of different marketing strategies.
Challenges:
Rapidly changing landscape: The digital marketing landscape is constantly evolving, with the constant
emergence of new platforms, algorithm acquisition, and changing consumer behavior. Keeping up with
these changes and adapting marketing strategies accordingly can be a major challenge for businesses.
Competitive saturation: As more and more businesses adopt digital marketing, competition for attention
and visibility in the online space can become fierce. Businesses need to constantly innovate and
differentiate their digital marketing efforts to stand out in an already saturated market. Data Privacy and
Regulations: Stringent regulations on personal data protection, such as the General Data Protection
Regulation (GDPR) and the California Consumer Privacy Act (CCPA), have introduced new compliance
requirements for businesses. Ensuring data privacy and security while still harnessing customer data for
effective marketing is a delicate balance.
 Digital marketing brings opportunities and challenges to TH Truemilk

Strengths Weakness Opportunities Threats

TH True Milk  TH  Online  Fierce
brand is firmly managers' platforms such as competition from
established, awareness social networks, other major dairy
known and and websites, and brands is also
trusted by experience in videos are increasing digital
Vietnamese digital increasingly marketing
consumers marketing are becoming the activities
TH milk still limited main customer  Rapid
products are  Lack of access channels changes in
produced with staff with in-  Vietnamese technology and
modern depth consumers, online consumer
technology, expertise in especially young behavior require
achieving digital customers, are TH to constantly
international marketing, increasingly adapt
quality digital content switching to  Increasingly
certifications management, digital channels strict consumer
The company digital data  Digital data privacy
has abundant analysis marketing regulations affect
financial  TH's technology is data collection
resources to current digital constantly and use
 invest in marketing evolving, creating
digital activities are many
marketing still opportunities to
activities spontaneous, reach and
without a interact with
long-term target customers
strategy and
plan

IV. Digital Marketing Tools (P2)

4.1. Digital Marketing Tools

4.1.1.Website

A website is a collection of publicly accessible, interlinked web pages that share a single domain name.
Websites can be created and maintained by an individual, group, business, or organization to serve a
variety of purposes. A website is also known as a “web presence” or simply “site.” (Margaret Rouse, 2024)

True Milk's website is not simply an e-commerce platform but also a space dedicated to discovering and
exploiting the full potential of dairy products. Here, there is no presence of high quality products but also
a reliable source of information on nutrition and health. With the mission of creating a close connection
between users and optimal nutritional solutions, True Milk is proud to be a trusted partner in the
personal and family health care journey.

TH True Milk has built 3 different websites to introduce information about the company and products
including: THMilk.vn, THShop.vn and THTrueMart.vn.
(thmilk.vn)

THMilk.vn: is a website specializing in introducing the company and introducing products under the TH
brand.

THShop.vn: is a website specializing in trading all products that subsidiaries of TH Group produce,
including brands such as Da Lat Milk, FVF clean food or TRUST FARMA INTERNATIONAL.

THTrueMart.vn: is a website specializing in trading products branded TH.

Among these 3 websites, THMilk.vn attracts the most traffic from Google with more than 219 thousand
visits per month according to SEMRush data in October 2023, while the remaining 2 websites attract
about More than 2 thousand traffic/month. (Chung, V.Đ, 2024)

Ubersuggest's report shows that website THMilk.vn is ranked in the Top 10 Google Search with nearly 400
keywords, of which only more than 15% of keywords do not contain TH's brand name.

In other words, customers mainly come to TH True Milk's website through keywords that directly refer to
the company's products or brands, and the website acts like a basket placed at the end of the Marketing
funnel to welcome customers. Get customers who want to find detailed information about this brand.

 Provide product and nutritional information :

Th True Milk's website plays an important role as a comprehensive source of information about the
company's products and services. This is where consumers can learn details about the high quality dairy
products that True Milk provides. The website not only lists product types but also provides information
about the nutritional composition, nutritional value, and production process of each product. Thanks to
this information, consumers can evaluate the quality and safety of the product before deciding to buy.

 Customer communication and support:

True Milk's website provides contact information and contact forms for users to easily access and receive
support from the company. This ensures that consumers can answer questions, request additional
information or report problems quickly and effectively.

Through the website, users can find detailed information about contact channels such as phone number,
email address, and True Milk's office address. This information is clearly displayed on the homepage and
other related pages, helping users easily choose the appropriate contact method.

In addition, True Milk regularly provides contact forms on the website. These forms are designed to be
simple and easy to use, allowing users to fill in necessary information such as name, email, phone number
and message content. Information submitted via this form will be transferred to True Milk's customer
support team, allowing them to respond promptly and provide detailed answers to users.

In addition, the website is also a place to provide information about certifications and quality standards
that True Milk complies with, thereby increasing trust and peace of mind for consumers. Providing this
detailed and transparent information helps increase consumer awareness of the nutritional value of dairy
products and also helps them make smarter and more effective purchasing decisions.

And these are the ways that TH truemilk has used the website in marketing :

 Website helps reach international customers:

TH True Milk has reached international customers through its website in many different ways. First, they
developed the website with many language versions, from English and Spanish to Chinese and Japanese,
to meet the information needs of customers from all over the world. This helps True Milk increase its
reach and attract interest from international markets.

Additionally, the company has also SEO optimized each language version of their website, ensuring that
their website appears high in search results on important search engines like Google and Bing. This helps
True Milk increase its ability to be found by international users and access the company's product and
service information.

Up to now, TH Group has the right to be proud that TH true MILK fresh milk products account for 45% of
the fresh milk market share in Vietnam with about 160 products, having expanded the market to China,
other countries. ASEAN countries and the Russian Federation. (P.v, 2023)

4.1.2.Tiktok

TikTok is a social media platform for creating, sharing and discovering short videos. The app is used by
young people as an outlet to express themselves through singing, dancing, comedy, and lip-syncing, and
allows users to create videos and share them across a community.

With the explosion in the number of users, brands from high-end to popular brands cannot stay out of
the game when continuously organizing campaigns on TikTok. In particular, the results obtained by these
brands are also very surprising! (McGarrigle, J, 2023)

Joining tiktok in 2015, TH True Milk has succeeded in promoting its products through humorous short
videos on TikTok. This campaign not only attracts attention but also spreads the fun and youthfulness that
True Milk wants to convey to the audience. By combining sound effects, vivid images and relatable
stories, True Milk has created viral videos on social networks, helping to increase brand recognition and
reach an audience. vast on this platform.

True Milk's short videos on TikTok are not simply product advertisements but have also become a part of
online culture, attracting viewers not only by entertainment but also by creativity and interactivity. High.
The characters in the videos are usually young boys and girls, with funny and cute acting, creating
humorous situations and amusing lines without forgetting to emphasize the outstanding features of the
product. True Milk milk.
Calculate

(tiktok.com)

 Specifically, TH Official Channel reached 375 thousand followers and 3,4 million likes, while TH True
Mart channel also achieved 26.4 thousand followers and 87.6 thousand likes.
 Besides, TH True Milk does not have any Tiktok channels under the TH Shop brand, once again
proving that TH Shop is not part of the business's long-term development strategy. (Chung, V.Đ, 2024)
 Thanks to creative content strategies, catching trends and effectively collaborating with KOLs to
attract potential customers and increase sales. TH truemilk's sales on its Tik Tok Shop grew 300% in 2022.
TH True Milk's milk products are loved by TikTok users for their good quality and delicious taste. (f.chat,
2022)
TikTok has become an important platform in TH True Milk's marketing strategy, bringing many significant
results. With a young user base and the ability to spread quickly, TikTok helps TH True Milk increase brand
recognition and reach potential customers effectively. By creating creative, entertaining content like
challenges, behind-the-scenes videos, and product stories, the brand not only attracts users' attention but
also increases engagement. Collaborate and engage with customers. Through the ability to interact
directly with users through comments and feedback, TH True Milk is able to build strong relationships and
create trust with customers, thereby driving sales and strengthening position in the market.

4.1.3.Facebook
Facebook is a social networking site that makes it easy for you to connect and share with family and
friends online. Originally designed for college students, Facebook was created in 2004 by Mark
Zuckerberg while he was enrolled at Harvard University. By 2006, anyone over the age of 13 with a valid
email address could join Facebook. Today, Facebook is the world's largest social network, with more than
1 billion users worldwide. (GCF, 2024)

Currently, TH True Milk is building 3 different business pages on Facebook, including

TH True Milk Fanpage: Built to communicate all news and events related to the TH True Milk brand. This
fan page is receiving 471 thousand likes and 494 thousand registrations from Facebook users.

(facebook.com) TH Shop Fanpage: Focus on promoting incentive programs and promotional events being
held at TH Shop
- TH's official online sales channel. The page currently has 3.6 thousand likes and 3.8 thousand followers
on Facebook

Fanpage TH True Mart: Specializes in introducing promotional events currently running for the traditional
dairy supermarket chain TH True Mart, with 103 thousand likes and 109 thousand followers on Facebook
(Chung, V.Đ, 2024)
TH True Milk has used Facebook as an important platform to advertise its products through the following
strategies and methods

 Upload High Quality Image and Video Content:

TH True Milk has taken advantage of Facebook to post high-quality images and videos to effectively
promote its products. They share product images with good lighting and vibrant colors, which help stand
out and create a fresh, clean feeling. In addition, videos introducing products, production processes from
raising cows to packaging, and clean farm landscapes are all meticulously made, demonstrating
transparency and commitment to quality. TH True Milk also posts videos and images from customers,
including reviews and images of product use, helping to build trust and interaction between the brand
and consumers. This image and video content not only helps the product stand out, but also builds a
strong brand image, attracts interest and creates a sense of trust from consumers.

Paid Advertising Campaigns

 Paid Media

TH True Milk has used paid media on Facebook creatively and effectively to carry out marketing
campaigns. They deploy Facebook Ads in many different forms such as image, video and carousel ads,
helping to introduce products, production processes and product benefits to customers. High-quality and
eye- catching image advertisements of products such as fresh milk and yogurt have created appeal and
attraction for users. Short promotional videos introduce the clean, safe and natural production process of
the product, as well as the health benefits, not only for promotional purposes but also to tell the brand
story, creating a connection with customers. row. The carousel ad format is used to display multiple
products or different aspects of the same product in a single ad, helping to showcase product variety and
tell a richer brand story.
(facebook.com)

 Livestream :

TH True Milk has taken advantage of livestreams and live videos on Facebook to promote products and
interact with customers effectively. During the livestream sessions, representatives of TH True Milk
introduced details about the products, from fresh milk to yogurt and nutritional supplements, while also
presenting the production process, origin of raw materials and benefits. nutritional benefits. They also
take the time to answer questions from viewers, giving customers the opportunity to learn more about
the product and answer questions immediately. These livestreams are often accompanied by special
promotions or mini-games, attracting viewers to participate and retain them longer. Using livestream and
live video not only helps TH True Milk create a strong connection with customers but also enhances
transparency and trust in the brand.

However, except for the TH True Milk fanpage, which is doing the right communication function to build
value for the brand, the remaining two fanpages are overlapping and overlapping in the same functions
when all content is focused on posting. participate in promotions of TH products.

In other words, TH True Milk's Digital Marketing strategy only stops at the Multichannel Marketing level
and cannot develop to the Omnichannel Marketing level, when the company is positioning TH Shop and
TH True Mart as completely independent channels. together, and customers need to subscribe to all
channels if they don't want to miss promotional news.
Besides, statistics from Meta Ad Library show that TH True Milk's current Facebook Ads campaigns are
focusing on two fanpages TH True Milk and TH True Mart, but lack of interest in developing the TH Shop
channel.

4.2. Digital Marketing Techniques

4.2.1.Content Marketing

TH True Milk has launched a series of promotional programs to expand its brand and attract more
customers. One of their outstanding campaigns is the winning purchase program, in which each customer
who purchases TH True Milk products has the opportunity to receive valuable gifts such as vouchers, free
products, or larger prizes like trips or electronics. These programs not only create excitement and
shopping motivation for consumers but also help increase brand recognition.

On Facebook :

TH True Milk has taken advantage of social media platforms, especially Facebook, to widely promote
these promotions. By using Facebook images and eye-catching content. These ads are often designed to
attract attention and encourage users to participate in promotions.
(facebook.com)

In addition, TH True Milk also organizes online events such as livestream product introductions with
special offers and mini-games with attractive prizes, encouraging users to participate and share to receive
rewards. These interactive activities not only help strengthen the bond between brands and customers
but also create a strong spillover effect, attracting more people to pay attention and participate.

On tikotk :

TH True Milk has deployed effective content marketing strategies on TikTok to attract the attention of
young and dynamic customers, creating a fresh and familiar brand image. They create short, fun and
engaging videos, taking advantage of music and popular trends on the platform to vividly introduce their
products. These videos not only focus on promoting products but also create entertaining moments,
helping users easily absorb the brand message. TH True Milk also initiates unique challenges and
hashtags, such as cooking challenges with their products or sports and healthy lifestyle activities,
encouraging users to participate and create content relate to. These challenges are often designed to
attract user participation and create new trends on TikTok.
In addition, TH True Milk cooperates with prominent TikTok influencers to create product review videos,
instructional videos on recipes using milk, and videos sharing personal experiences with the products.
This partnership not only expands the brand's reach but also increases consumer trust through honest
and creative reviews from influencers. They also use TikTok to share educational content about the health
benefits of milk and the product's clean and natural production process, from dairy cow care to
processing and packaging. These videos not only provide valuable information but also help customers
better understand the quality and value of the product. TH True Milk also focuses on interacting with
users by responding to comments, participating in conversations, and responding to videos users create
related to their products. This not only builds an engaged online community but also creates an effective
communication channel between the brand and customers. Thanks to these diverse and creative content
marketing strategies, TH True Milk has succeeded in building a strong brand image on TikTok, attracting
the attention of young consumers, increasing its presence. brand and maintain connection with
customers.

On Instagram :

How TH True Milk Used Content Marketing on Instagram

TH True Milk has deployed a strong content marketing strategy on Instagram to increase brand presence
and connect deeply with customers through creative and interactive content. On the Instagram platform,
TH True Milk has applied many effective promotion and interaction methods to attract consumer
attention and enhance the brand's image.high quality of its products such as fresh milk, yogurt, and soy
milk. These photos were taken in the context of children using TH truemilk milk, highlighting the fresh
taste and outstanding quality of the product. For example, they used product images in dishes, like fresh
milk smoothies, or fresh milk in beautiful glasses, along with captions describing the health benefits of TH
True Milk and fresh milk. outstanding features of the product.

(Instgram.com)

Instagram Stories and Reels have been used by TH True Milk to create highly interactive content with
consumers. They have organized contests and promotions through Stories, such as “Fresh Milk Creativity
Challenge” or “Yoghurt Creation Contest”. These Stories often include polls, questions, and quizzes to
encourage follower participation and create opportunities to win attractive giveaways from TH True Milk.
(Instagram.com)

In today's digital era, using content marketing has proven to be an extremely effective strategy for TH
True Milk. Not only does it help brands build a friendly and close image with consumers, content
marketing also contributes to enhancing brand recognition, building customer trust and loyalty.

Through diverse content campaigns, from articles sharing knowledge about nutrition, product
introduction videos, to inspirational stories about the journey of clean milk production, TH True Milk has
skillfully conveyed conveys the message of quality and dedication. This not only helps the brand score
points in the eyes of consumers but also significantly boosts sales.

The effectiveness of using content marketing for TH True Milk not only stops at creating positive
interactions with customers, but also plays a key role in building and strengthening its position. brand on
the market. This is clear proof of the importance and power of content marketing in sustainable brand
development.

4.2.2.Influencer Marketing

TH True Milk has applied influencer marketing strategies to increase brand presence and connect with
customers effectively. Influencer marketing, or influencer marketing, is a marketing method that uses
influential individuals on social networks to promote products and services. TH True Milk has deployed
many creative strategies with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) to expand
reach and increase brand awareness. Below are ways TH True Milk has used influencer marketing to
achieve its business goals.

Collaborating with tiktoker Tunpham :

True Milk has effectively applied the Influencer Marketing strategy by collaborating with famous
TikTokers like Tun Pham to promote their ice cream products. Tun Pham, with his large following and
influence on TikTok, has become the perfect representative for this advertising campaign. In promotional
videos, Tun Pham often shares personal experiences when praising TH True Milk's ice creams, delicious
fragrance and excellent quality of the products. These videos are creatively designed, eye-catching and
often combined with action blasts on TikTok to attract the attention of young people. In addition to
product introduction, Tun Pham also skillfully crafted messages about nutritional benefits and TH True
Milk's commitment to providing safe, quality products.

(tiktok.com) Collabolaring With Reviewer Mini Titan

TH True Milk has deployed an innovative marketing strategy by partnering with KOL Mini Titan, a TikToker
famous for her product review videos. Mini Titan, which stands out in the TikTok community thanks to its
humorous and honest product review videos, has become an important partner in TH True Milk's
marketing campaigns to attract customers' attention. products and build brand image.
TH True Milk invited Mini Titan to participate in a series of video reviews of their products. Mini Titan has
made detailed video reviews of many types of TH True Milk products, including pure fresh milk, yogurt
and soy milk. In each video, Mini Titan introduces products in a humorous and friendly style, while
providing objective assessments about the taste, quality, and health benefits of each product. He not only
focuses on the outstanding features of the product but also shares his personal experiences, from his
taste to the health benefits he feels from using the product. These videos not only generate interest from
viewers but also help build trust in TH True Milk, thanks to the authenticity of Mini Titan's reviews.

(Tiktok.com) Collaborating
with reviewer Hoai Thuong :

Hoai Thuong, a famous reviewer on TikTok , has made a series of product review videos for TH True Milk,
giving viewers detailed and honest reviews of the brand's fresh milk products. In these videos, Hai Thuong
uses an approachable and sincere style to describe the taste, quality, and health benefits of milk.

Hoai Thuong sincerely shared his feelings about the taste and quality of the product. He described TH
True Milk fresh milk as a product with a fresh flavor, with a smooth texture and moderate creaminess,
bringing
a refreshing and comfortable feeling when enjoying. He also emphasized that TH True Milk fresh milk is
produced from pure fresh cow's milk, free of flavors and preservatives, which helps preserve nutritional
value and brings clear health benefits to people consumption.

(tiktok.com)

Collaboration activities with influencers and media have helped TH True Milk enhance its brand image,
strengthen connections with customers, and expand the influence of its products. Thanks to authentic
video reviews and creative promotional campaigns, TH True Milk not only builds a solid identity in the
minds of consumers but also encourages customers to experience and trust in product quality. brand
products. These strategies have brought clear positive results, from increasing TH True Milk's presence on
social media platforms to creating opportunities for deep interaction and engagement with customers. .
The success of these campaigns proves that

combining influencer marketing and media is not only a smart strategic move but also an effective
method in building and developing a long-term brand.

4.2.3.Display ads of TH True Milk

Attractive design, High-quality images: TH True Milk uses high-quality images of products and footage
from dairy farms to create attractive advertising banners. Images of fresh, vibrant products, accompanied
by scenes of healthy dairy cows in a natural environment, bring a sense of trust and quality to viewers.

Bright colors: TH True Milk's banner often uses bright colors, especially white and green, reflecting the
freshness and purity of the product. Colors in harmony with brand identity help the banner stand out and
easily attract attention.

Clear message: Messages on advertising banners are often short and clear, focusing on the product's
strengths such as "Clean milk from nature", "100% organic", "Good for health" , "Natural ingredients".
This helps consumers quickly grasp the value of the product at first sight. Critical position, Related
websites: TH True Milk places banner ads on websites related to health, nutrition, and family. These
websites often have high traffic from TH True Milk's target customers, such as parents and people
interested in nutrition and healthy lifestyles. For example, health news sites, nutrition blogs, and family
forums are ideal places to place banner ads. E-commerce sites: TH True Milk also cooperates with major
e-commerce sites to place advertising banners on product pages related to food and beverages. Banner
placements are often on similar product pages or within food product categories, helping to reach
consumers right when they are searching for similar products.

Combine CTA (Call to Action) elements: Clear call-to-action buttons: On banners, TH True Milk often uses
clear call-to-action (CTA) buttons such as "Buy now", "Learn more", "Discover products", helping people
Consumers can easily take the next steps.

Promotions and offers: To increase effectiveness, TH True Milk often includes promotional messages and
special offers on the banner, such as discounts, free gifts, or free shipping, to encourage consumers. Click
on the ad and complete the transaction.

V. Discuss their effectiveness in terms of reach, impact and cost

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VI. Analyse the effectiveness of applying an integrated marketing approach and the benefits this has
for an organisation.
6.1. Concept of ICM
Integrated marketing communications is abbreviated as IMC, also known as integrated communications.
Integrated Marketing Communications is a combination of IMC's marketing communications activities,
closely linked together with the purpose of delivering consistent, clear messages, convincing customers to
come to the organization and business. . . IMC marketing includes the means to carry out the
communication function through the 4Ps (Product, Price, Place, Promotion) in the marketing mix to help
businesses achieve their business goals. (Dreammotion, 2020).

6.2. Communication Tools/Channels and Techniques

6.2.1.Brackground

Marketing on social networks through platforms such as Facebook, Tik Tok, Instagram, Youtube,...
TH True Milk has deployed a diverse and effective communication strategy to reach and interact with
target customers. First, they use paid advertising on digital platforms to target specific audiences by age,
interests, and behavior. This helps increase the effectiveness of advertising campaigns, ensuring messages
are conveyed to the right customer groups. In addition, TH True Milk also focuses on creating interactive
content to attract consumers' attention. They organize competitions, live broadcasts and produce videos
related to the aviation industry, the field in which the brand operates. Using features like Stories and
Social Stories also helps increase engagement between customers and brands. At the same time, TH True
Milk also created a campaign hashtag so users can easily search and interact with related content. In
addition, TH True Milk also applies techniques such as short video ads, challenges and cooperation with
Influencers
in the aviation industry. This helps them create creative content, attract customer attention, and spread
the brand's message widely. Finally, using the official YouTube channel to share content about flight
experiences, destinations and promotions also contributes to increasing interaction and reaching
customers on the video platform.
6.2.2.Website
Campaign "Collect canrtons, spread green living" - TH True Milk's environmental protection initiative.
With the goal of raising community awareness about recycling and environmental protection, TH True
Milk Group has launched the campaign "Collect canrtons, spread green living" from August 15, 2023 to
August
31. December 2023. This is a meaningful initiative, contributing to promoting the recycling and reuse of
packaging products, towards a green, clean and sustainable society. Within the framework of the
program, consumers only need to clean and fold used paper milk cartons, regardless of brand or
manufacturer, then bring them to 1 of 20 TH true mart stores in Hanoi. and Ho Chi Minh City to
participate. This not only helps effectively recycle milk cartons, but also contributes to forming awareness
and good habits in the community about collecting and recycling waste. The campaign has received
enthusiastic response from tens of thousands of customers. During peak days, the amount of milk cartons
collected reaches nearly 6,000 throughout the system. This shows consumers' concern and responsibility
for environmental protection. In addition to collecting and recycling milk cartons, TH True Milk also
implements many other initiatives to reduce plastic waste, such as stopping the use of single-use plastic
bags throughout the TH true mart system, replacing them with bioplastics; use yogurt spoons made from
biological materials; 50% off disposable spoons included with TH true YOGURT products. Through the
campaign "Collect canrtons, spread green living", TH True Milk not only contributes to protecting the
environment, but also spreads the message about the necessity of recycling and reuse in the community.
This is a typical example of businesses' efforts in implementing social responsibility and environmental
protection, towards a green, clean and sustainable future for Vietnam (LThanh, 2023).
Reach
With more than 3.03 billion monthly active users, equivalent to more than 1/3 of the world's population
(Vnexpress, 2023), Facebook is an effective platform for TH True Milk to reach a large number of potential
customers worldwide. gender. bridge. Facebook's targeting feature allows TH True Milk to advertise to
specific user groups based on geographic location, age, gender, interests and consumer behavior. With a
huge customer base from Facebook, TH True Milk can reach a large number of the business's target
customers and thereby turn them into real customers. Besides, TH True Milk also reaches customers
through Instagram, mainly young customers, so TH True Milk will not be able to ignore an important
market like this. This is a suitable social networking platform for sharing image content, videos and brand
stories. TH True Milk can increase its Instagram activity by using Stories, Reels, image and video ads to
reach young customers. Using tools like Instagram Stories and Reels helps TH True Milk's ads stand out
and attract attention from this potential customer base. Next is TikTok, an ideal platform for creating
creative and viral promotional content. This is a very popular social networking platform, especially
among young customers. TH True Milk can create short, challenging videos to attract user attention and
engagement. With tools like Instagram Stories and Reels, TH True Milk creators can leverage challenges
and collaborate with TikTokers to expand their reach. Partner with TikTokers to spread awareness about
TH True Milk's experience and services to customers from the TikTok platform. Finally, Youtube is the
largest video platform in the world. With the official YouTube channel, TH True Milk can share video
content about flight experiences, destinations and promotions. This will help increase interaction and
reach with customers on video platforms. YouTube supports tools like Instagram Stories and Reels to help
TH True Milk use video ads to reach millions of users every day. Ads can appear before, during, or after
the video the user is watching. In addition to social networking platforms, TH True Milk can also use
targeted advertising tools such as Google Ads, Facebook Ads, LinkedIn Ads... to reach specific customer
groups based on their criteria. . including age, interests, behavior... Cooperation with Influencers: TH True
Milk can cooperate with influencers in the media field to create creative content and spread the brand's
message. signal.

TH True Milk can take advantage of the features of social networking platforms such as Facebook and
Instagram to expand its reach to potential customers. The company can create custom audience groups
based on existing customer lists and people who have interacted with TH True Milk's website or app. This
helps the company target users with similar behavior to existing customers, expanding its potential
customer base. In addition, TH True Milk can also design advertising campaigns targeting specific
geographical areas such as big cities or famous tourist destinations. Image content, videos, contests and
inspirational stories can also be created to encourage user interaction and sharing, thereby strengthening
TH True Milk's brand recognition. In addition, TH True Milk can encourage customers to share their
experiences using the product using a campaign hashtag. The company can reshare this content on its
owned channels, helping to increase trust and connection between customers and the brand. By
combining these strategies, TH True Milk can expand its potential customer base, increase brand
recognition and attract customers effectively.

"Collect canrtons, spread green living" campaign - Digital Optimization to Expand Reach
TH True Milk's "Collect canrtons, spread green living" campaign on the website platform has achieved
medium to high coverage, thanks to search engine optimization (SEO) efforts to attract Natural traffic
from search engines like Google. By using keywords related to recycling, environmental protection and
green living, such as "recycling", "eco-friendly", "green living", TH True Milk's website was able to
promote increase rankings on search results. The effective use of these keywords in the title, meta
description and main content of the article, combined with building a system of internal links between
blog posts and external links to reputable websites reputation, helped significantly improve the
campaign's SEO performance. This comprehensive digital strategy not only enhanced the site's search
rankings but also helped increase organic traffic, thereby improving search rankings. government and
marketing effectiveness of the campaign "Collect canrtons, spread green living". Using an effective SEO
strategy has allowed TH True Milk to reach a wider audience, when users looking for information related
to recycling, environmental protection and green living will easily find it. See the content of the campaign.
This is an approach that aligns with the brand's goal of creating a strong emotional connection with
customers, harnessing the power of storytelling and the popular theme of green living. By effectively
leveraging the digital space and optimizing its online presence, TH True Milk was able to increase the
reach and impact of its "Collect canrtons, spread green living" campaign. , effectively engage with target
customer groups and strengthen brand position in the market.
Impact

In addition to owning high-quality products, TH True Milk also pays great attention to brand promotion
activities. Continuously displaying advertisements with consistent images and messages helps build and
strengthen TH True Milk's position in the minds of customers. Emotional advertising content such as
videos capturing memorable moments on flights has created an emotional connection with customers,
making them think of TH True Milk every time they think about traveling or booking a ticket. plane.

TH True Milk also actively deploys advertising strategies on social networks. Ads often come with call-to-
action (CTA) buttons like "Book now", "Learn more", "Get offer", which help motivate users to take
immediate action. The company also uses retargeting ads to re-reach people who visited the website but
didn't complete a booking, helping increase conversion rates and revenue.

Activities such as live broadcasting with the crew, contests, and customer surveys are also implemented
by TH True Milk to strengthen cohesion and build community. In addition, the company also actively uses
social networks to promote customer loyalty programs, encouraging customers to return and use services
regularly.

TH True Milk's "Collect canrtons, spread green living" campaign - Increase Outreach and Business Impact
TH True Milk's "Collect cartons, spread green living" campaign achieved medium to high coverage and
impact, thanks to digital optimization efforts. TH True Milk's website and blog provide many useful
articles about products, stories about clean and natural products, service experiences, as well as
promotions. This quality and engaging content not only increases the time users spend on the site, but
also increases conversion rates. TH True Milk's website is designed to be direct, optimized for mobile
devices, enhancing user experience and helping to reduce bounce rate. Interactive features such as
chatbots, contact forms, and online booking are integrated on the website, making it easy for users to
take desired actions, improving user experience and increasing conversion rates. Combining these
elements, TH True Milk was able to improve marketing efficiency, increase traffic and boost sales. The
"Collect canrtons, spread green living" campaign not only contributes to protecting the environment, but
also helps strengthen customer engagement with the brand and expand the reach of TH True Milk.
Through optimizing digital platforms and providing valuable content, TH True Milk has demonstrated its
ability to effectively combine traditional and digital marketing strategies, thereby enhancing impact.
Business activities of the campaign "Collect canrtons ,spread green living".
Cost

Taking advantage of social networking platforms plays an important role in TH True Milk's brand
promotion strategy. These platforms allow companies to tightly control budgets through payment
methods such as CPC (Cost Per Click) and CPM (Cost Per Thousand Impressions). This helps ensure
advertising costs are used most effectively. Furthermore, TH True Milk can also perform A/B tests to
compare the effectiveness of different advertising models, thereby optimizing campaigns and minimizing
unnecessary costs.
Additionally, TH True Milk taps into the analytics tools of platforms like Facebook, Instagram, and Google
to track key metrics like views, clicks, conversion rates, and cost per action. Based on this data, companies
can adjust their strategies, focusing on the most effective campaigns. Flexible budget allocation for
different advertising campaigns based on actual effectiveness is also the approach that TH True Milk
applies. For example, if a campaign on Instagram results in higher conversion rates than on Facebook, the
company will increase the budget for Instagram advertising.

When implementing TH True Milk's "Collect canrtons, spread green living" campaign, effectively managing
costs is extremely important. Through cost optimization, we can significantly reduce costs while still
ensuring the quality and effectiveness of the campaign:

 Regarding initial development costs, I estimate it will be around $2,000 - $5,000. In particular, the cost
of website design and development is about 500 USD - 1,000 USD, using appropriate tools and platforms
to optimize costs. Blog design and development costs approximately 500 USD - 800 USD, taking
advantage of available design templates and content created by quality content service providers. For
initial SEO optimization, the estimated cost is around 500 - 1,000 USD, focusing on basic activities such as
keyword optimization, website structure, and link generation.
 In terms of monthly costs, I estimate it will be around $1,000 - $2,550. Specifically, website hosting and
maintenance costs are about 50 USD - 150 USD, using cheap web hosting services and optimal
configuration. The cost of creating blog content is around 300 USD - 500 USD, when using available
content sources and hiring competitively priced content writing service providers. Ongoing SEO
optimization costs around $200 - $400, focusing on activities like keyword analysis, content optimization,
and link building. Content advertising costs are about 500 USD - 1,500 USD, focusing on effective and
reasonably priced advertising channels. Finally, supporting tools and software cost around $50 - $100
when using free or low-cost solutions.

6.3. Social Media

To ensure the spread of information about the "Collect canrtons, spread green living" contest widely and
effectively, TH True Milk has implemented a diverse cooperation strategy with KOLs (Key Opinion
Leaders). and Influencers in each target country.
The company has identified and selected KOLs in the field of environmental protection and sustainable
development, people with great reputation and influence in the community interested in this issue.
Through their social media channels, KOLs will share detailed information about the contest, instructions
on how to participate, and emphasize the importance of protecting the environment through collection
activities cans. The participation of reputable KOLs will help increase credibility and attract public interest
in the contest.

In addition, TH True Milk has also established cooperative relationships with Influencers in the field of
family and green lifestyle. These Influencers have great influence on families and consumers interested in
living green and protecting the environment. On social media platforms, they will share stories,
experiences and opinions about practicing green living, thereby indirectly promoting information about
the contest "Collecting canrtons, spreading green living." " and attract the audience's attention.

In addition, TH True Milk has also established relationships with Influencers in the field of education and
inspiration. These Influencers have the ability to attract a young audience, which is an important target
group for the contest. On social media channels, they will share inspirational content, encouraging
participants to protect the environment, thereby calling and encouraging viewers to participate in the
contest.

By cooperating diversely with KOLs and Influencers in related fields, TH True Milk can reach and attract
many target audiences, thereby spreading information about the "Attraction" contest collect canrtons,
spread "green living" comprehensively and effectively. The combination of reputable KOLs in the
environmental field and influential Influencers in different target groups will help increase its spread and
reach widely to the public.
Reach

The implementation of the campaign "Collect canrtons, spread green living" on social networking
platforms has brought very widespread coverage. This is because social media is becoming one of the
most popular and influential media channels globally.

Social networking platforms such as Facebook, Instagram, TikTok and YouTube all have a huge number of
users, up to billions of people worldwide. This provides a huge opportunity for the "Collect cans, spread
green living" campaign to reach and attract the attention of a large target audience.
Furthermore, social networking platforms also possess unique features that help optimize campaign
coverage. Specifically, content on social networks has the ability to spread very quickly thanks to its high
shareability. When users like, comment or share content related to the campaign, the message will be
replicated and reach more people.

In particular, social media advertising tools allow specific targeting based on criteria such as age, gender,
geographic location, user interests and behavior. This helps the campaign accurately reach the target
audience, increase engagement levels and improve marketing effectiveness.

With the outstanding advantages of social networks, the campaign "Collect canrtons, spread green living"
was able to reach and attract the attention of an extremely large number of users. This not only
contributes to improving the effectiveness of the campaign, but also promotes the spread and influence
of the message about environmental protection in the community.
Impact

It cannot be denied that social networks play a key role in enhancing the impact of the campaign "Collect
canrtons, spread green living" implemented by TH True Milk. The outstanding advantages that social
networking platforms bring have helped this brand achieve significant results.

First of all, social networks provide TH True Milk with a channel to interact directly and deeply with
customers like never before. Through features like comments, messages, and other interactions, brands
can build strong, engaging relationships with consumers. This not only helps increase customer
engagement, but also creates an opportunity for TH True Milk to listen and better understand their
needs, desires and feedback. From there, brands can flexibly adjust communication strategies and
content, better meeting consumer expectations.

Besides, social networks also allow TH True Milk to diversify content creatively and effectively. Brands can
share different articles, images, videos, live streams, and stories, each type of content capturing user
interest in its own way. In particular, the use of video, especially on platforms such as TikTok and
YouTube, can create a powerful impact thanks to its visual nature and high viral potential. Vivid, attractive
videos with positive messages about environmental protection will help TH True Milk impress and attract
the attention of many users.
Furthermore, social media also allows TH True Milk to collaborate with major influencers who have loyal
followings. These influencers can share personal experiences using TH products, creating authentic and
engaging content, thereby motivating followers to participate in the campaign. The trust and reputation
of influencers will contribute to increasing consumer trust in the TH True Milk brand.

In addition, social networks also allow TH True Milk to track and analyze the effectiveness of the
campaign in detail. Through data analysis tools and statistics, brands can continuously adjust and
optimize their communication strategies, aiming to achieve the best impact and deliver impressive
campaign results." Collecting canrtons, spreading green living."

With outstanding advantages in direct interaction, content diversification, cooperation with influencers
and effective analysis capabilities, social networks have become a key communication channel,
contributing significantly to the success of the campaign "Collect cans, spread green living" implemented
by TH True Milk. Thanks to the power of social networks, this brand was able to reach and attract the
attention of a large number of consumers, thereby promoting the spread and influence of the message
about environmental protection in the community copper.
Cost

Regarding advertising on Facebook, TH True Milk expects costs to range from 1,000 USD to 2,000 USD per
month. The main goal of using this platform is to reach a large number of users and target the right target
audience. Through optimizing advertising campaigns, we aim to maximize user interaction and conversion
rates.

On Instagram, advertising costs are estimated to range from $500 to $1,000 per month. The main goal
here is to increase appeal and engagement with the user community. By posting engaging content and
proactively engaging with users, we hope to increase brand awareness on the platform.

For TikTok, it is expected that advertising costs will range from 1,000 USD to 2,000 USD per month. Our
main goal is to increase the spread and create great attention from the young user community. Through
creating engaging content and actively participating in trends on the platform, we hope to attract interest
and interaction from the target customer group.

On YouTube, video advertising costs are estimated to range from $3,000 to $5,000 per month. The main
goal here is to target the right user audience, increase views and actively interact with the content. By
producing high-quality videos and optimizing advertising campaigns, we hope to attract interest and
engagement from the audience.

Finally, in terms of collaborating with influencers, we expect it to cost around $1,000 to $2,000. The main
goal of this activity is to create authentic interactions with products/services, taking advantage of
influencers' widespread influence and ability to spread content to reach the target customer group
effectively effective.
Results of the campaign

TH True Milk's "Collect canrtons, Spread green living" campaign has achieved outstanding success in
communication and community interaction, with impressive results. With nearly 20 million approaches
and 2 million interactions on many platforms such as Youtube, Tiktok, Facebook, Instagram, the campaign
has attracted great attention from the user community on media platforms. The MVs about this campaign
also achieved a lot of specific views:

On Youtube, the video responding to TH True Milk's campaign "Collect canrtons, Spread green living" was
posted on TH Official Channel and received nearly 2 million views.
On Tiktok channel the video responding to TH True Milk's campaign "Collect canrtons, Spread green
living" was posted on TH True Mart and received nearly 25 million views.

On TH True Milk's Facebook home page, articles responding to the campaign also received a high amount
of reach with nearly 2 million hits.
On Instagram, the campaign also received a response but not as high as on other platforms when the
campaign received more than 4 thousand views.

In just four months, more than 1.5 tons of milk cartons were collected and recycled. The program
received enthusiastic response from tens of thousands of customers. On peak days, nearly 6,000 milk
cartons are collected throughout the system. In total, the campaign has attracted tens of thousands of
other customers who enthusiastically responded to the program "Collect cans - Spread green living 2023"
implemented by TH Group in collaboration with partners. These achievements demonstrate that the
campaign was successful not only in generating interest but also in stimulating active participation and
engagement from TH True milk customers.
Effective

The combination of website and social networking platforms has brought great benefits to TH True Milk's
campaign. Using the website https://thugomvohop.thmilk.vn/ has helped attract a large number of
participants from all over the world. This website provides users with an easy channel to enter contests
and share personal experiences related to the campaign.

At the same time, social networking platforms such as Facebook, Instagram, Tiktok, Youtube have helped
TH True Milk reach a wider customer base. Through these channels, the brand has increased its presence
and direct interaction with the community that loves to travel and cares about environmental protection.
This has helped TH True Milk encourage users to actively participate in the campaign "Collect canrtons,
spread green living".

Creating engaging content, such as TikTok videos with nearly 25 million views, has contributed to raising
awareness of the TH True Milk brand. These contents not only attract attention but also help spread the
campaign's message effectively.

Connecting directly with users through online channels has helped TH True Milk build a supportive
community and actively participate in campaign activities. This plays an important role in spreading the
message of environmental protection and promoting the green living movement.

In addition, the application of websites and social networks also helps TH True Milk manage costs more
effectively than traditional communication methods. Operating on online platforms often has lower
investment costs but brings benefits in terms of interactivity and community outreach. Thanks to the
effective combination of website and social network channels, TH True Milk's "Collect canrtons, spread
green living" campaign has achieved many significant successes, contributing to spreading the message of
protection. environment and promote the green living movement in the community.

VII. Critically analyse digital marketing to draw valid conclusions for effective marketing of business
organisations
The impact of digital marketing on effective marketing: A case study of TH True Milk
The advent of digital technology has completely transformed the marketing landscape, presenting
unprecedented opportunities for businesses to connect with consumers and drive growth. The dairy
industry, once dominated by traditional advertising, is no exception. TH True Milk, a prominent company in
the Vietnamese market, is a testament to the potential of digital marketing to revolutionize industry
operations.
Digital marketing has helped TH True Milk build a deeper connection with consumers. By establishing
strong online communities and participating in interactive platforms, the company has built a loyal
customer base. The ability to collect and analyze consumer data has enabled TH True Milk to tailor its
offerings, improve customer satisfaction and boost sales. Furthermore, digital marketing is instrumental in
expanding a company's market reach, especially in rural areas where traditional advertising is often in short
supply.
However, the digital sector is a competitive arena. Fierce competition, rapid technological advances and
evolving consumer behavior pose significant challenges. To thrive, businesses must continuously adapt and
innovate. For TH True Milk, this means investing in data analysis, content creation and social media
engagement. Additionally, prioritizing customer experience and ensuring data privacy is paramount.
To optimize digital marketing efforts in the dairy industry, businesses should focus on creating engaging
content, leveraging social media platforms, and optimizing for mobile devices. Building a strong email
marketing list and investing in video content is also essential. For TH True Milk, expanding into new digital
channels, strengthening influential partnerships and enhancing e-commerce capabilities are key areas for
growth.
Key Advice for Digital Marketing Activities
A comprehensive strategy that includes SEO, social media, email marketing, and content creation is vital for
building brand presence and engaging customers. Businesses in the dairy industry should regularly refine
their digital strategies to keep up with consumer trends and technological advancements.
Prioritize Customer Experience and Personalization
Leveraging data to personalize customer interactions can significantly enhance customer loyalty and
increase sales. TH True Milk's success in personalized promotions serves as a model for how data-driven
marketing can yield tangible results.
Invest in Technology and Security
To ensure sustained success, businesses must invest in the right digital tools and platforms. Equally
important is the need to prioritize customer data security to build trust and protect brand reputation.
Expand into Untapped Markets
Digital marketing allows for targeted campaigns that can help businesses expand into new markets, such as
rural areas or international regions. TH True Milk's growth in these sectors illustrates the potential of such a
strategy.
Focus on Continuous Measurement and Optimization
The effectiveness of digital marketing campaigns should be continuously monitored and optimized.
Businesses must use advanced analytics to measure ROI and make data-driven adjustments to their
strategies.
In short, digital marketing has emerged as a cornerstone of effective marketing strategies. By harnessing
the power of technology, businesses like TH True Milk can build strong brands, nurture customer loyalty
and achieve sustainable growth. As the digital landscape continues to evolve, companies that prioritize
innovation, data-driven decision making, and a customer-centric approach will be best positioned to
succeed.

VIII. Content
8.1. Design a digital marketing campaign that use multi-digital channels to reach target key audiences
8.1.1. Strategic goals of TH True Milk

Specific objectives : Sales growth: Increase sales by 20% in the next 12 months compared to the previous
year. Increase market share from 15% to 20% in the fresh milk segment. Through the smart framework we
can see our specific goals.

Increase recognition: Increase brand awareness from 80% to 90%. Build a loyal customer community on
social networks with 500,000 members.
Increase conversion rate : Website Optimization and User Experience: Increase website conversion rate
from 2% to 3.5% by 2025. Reduce bounce rate to below 50% by 2025, from 55% in 2025. Improve user
experience (UX) score to 4.5/5 by 2025, from 4/5 in 2025.

By applying the SMART framework, we have transformed general goals into specific, easily measurable and
achievable targets. This will help us track the implementation process, evaluate the effectiveness of
strategies and make timely adjustments if necessary.
8.1.2.Message conveyed: “True Milk – Natural Power”

This message focuses on emphasizing that True Milk is a completely natural milk product, without any
added chemicals or preservatives. Honoring the simplicity and purity of fresh milk, at the same time
conveying the message of the strength and nutrition that consumers can receive from True Milk.
The message "True Milk - Strength from nature" clearly reflects the production philosophy and
commitment of the True Milk fresh milk brand. The focus of the message is to affirm the completely natural
origin of the product, without adding any additives or preservatives. This is the core criterion that True Milk
always strives to maintain and develop, in order to bring consumers safe, healthy and nutritious fresh milk
products. This message also strongly conveys the great strength and benefits of the original nutrients in
True Milk fresh milk. This product contains abundant vitamins, minerals, proteins and other nutrients,
meeting the maximum nutritional needs of the body. The preservation of all natural nutrients during the
production process has created the difference and superiority of True Milk compared to conventional fresh
milk products on the market. Thereby, True Milk affirms its leading position in the line of natural, safe and
quality fresh milk. This not only creates a sense of trust and close connection with consumers but also
enhances the difference and competitiveness of True Milk in the fresh milk market. The appeal of the
message is further enhanced by the connection between natural origin and outstanding health benefits for
consumers. This message also clearly conveys the strength and health benefits of pure nutrients in True
Milk fresh milk. This product provides abundant nutrition, replenishes energy for the body, meets the
needs of all ages, from children to adults, clearly demonstrating the core value of the True Milk fresh milk
brand. The focus of this message is to emphasize the natural origin of the product, affirming that True Milk
does not contain any additives or preservatives. True Milk's modern production process has preserved the
natural nutritional value of fresh milk, bringing safety and health to consumers.

Overall, the message "True Milk - The power of nature" is an impressive and convincing marketing strategy,
clearly demonstrating the philosophy, commitment and core values of the True Milk fresh milk brand. This
is a solid foundation for True Milk to continue to affirm its leading position and increase its competitiveness
in the market. Through this message, True Milk affirms its leading position in natural and quality fresh milk.
This creates a sense of trust and connection with consumers, while enhancing True Milk's differentiation
and competitiveness in the market. Overall, this message effectively conveys True Milk’s natural origins,
nutritional value and health benefits, making it an impressive and persuasive marketing strategy. This
message can be used in True Milk’s advertising campaigns, product packaging, website and other
communication channels. It creates a vivid image of a high-quality fresh milk brand that meets the growing
consumer demand for natural and healthy products.

8.1.3. TH True Milk's target audience:

Customers are the target audience that the company needs to serve and are the deciding factor for the
success or failure of the company. Customers include individual customers or distributors such as
supermarkets and agents. From the company's large customers, we can come to smaller customers who
can also be considered product consumers such as: Families with young children in their growing age.
People who are on a diet or people following an eatclean diet or people who play sports. Consumers who
are conscious of the origin of the product are interested in clean, safe dairy products, without preservatives
and prioritize products from Vietnamese brands. Not only targeting the above potential customers, TH True
Milk also focuses on female customers, aged 15 to 35 and focuses on the target audience from 25 to 35
years old, or people in urban areas, concentrated in big cities with dynamic, modern lifestyles, caring about
the health of themselves and their families.

To be able to give more details about the target audience, I have divided it into 2 groups to be able to
clearly identify the target customers such as:

Group 1: Adults: 18-30 years old, income level: average, occupation: students, office workers. Behavior:
Love brands that have a positive impact on society, clear and transparent origin. Busy with work, or lazy to
cook for yourself because your food portions are often very small, often snack, aiming for snack products
that are still nutritious. Brand search: Young people tend to look for healthy, compact products, products
that can be snacked on, health-oriented, guaranteed to be low in sugar.

Group 2: Women with families and children: age (20-45), above average income. Occupation, position:
specialist, team leader, department head. They tend to prefer domestic brands, carefully research food
features and spend a lot of time searching for information, considering on social networks, researching
food improvement trends, good products and through advice from colleagues, family... Brand search:
Convenient products for families, products that are good for the health of family members.

From identifying the target customer, we identify new products suitable for the target customer: Adults
who both go to school and work will not have much time, need convenient products.

8.1.4. Channels I will use in my campaign

 Facebook:

As a social networking platform with a huge user base of many ages and diverse users. Facebook is a strong
potential environment for TH True Milk's digital marketing plan. With such a potential environment, we will
have the role of building communities, interacting directly with customers, sharing information about
products, promotions, brand events and answering customer questions. From there, create community
groups according to customer target (mothers, athletes) to increase interaction. And we can also use
Facebook Live to organize live chats with nutritionists, KOLs. To increase the coverage of TH True Milk, from
here we can create filters and stickers on Facebook to increase brand awareness, helping customers know
more about this nutritional supplement product.

 TikTok:

As a powerful social networking platform for young people, it attracts a lot of attention from young people
by attracting young people, creating trends and challenges related to the product. Because we cannot deny
the great effects of nutritional foods on our young generation. From creating trends to attract young
people, increasing the nature of brand promotion, helping TH True Milk reach more people.

From the platform to create creative, fun short videos with the participation of cartoon characters or
mascots of TH True Milk. From there, TH True Milk can reach customers quickly and save time because the
video capacity is quite short and it does not take much time to realize the focus of the video. The approach
to customers in the form of short videos is very interesting by condensing the video content into just a few
dozen seconds but we still understand the important message of the video.

A powerful platform like Tiktok cannot lack famous TikTokers. To promote the product more widely, we can
use famous tiktokers such as Pham Thoai, Ha Linh,... Known as tiktoker reviews with a large number of fans
and huge interactions. From the undeniable effects of milk on daily life and more, owning a brand from
Vietnam makes customers feel more secure. Not only that, we can also create exclusive sounds for TH true
milk to easily identify the brand. Create a short, memorable song that is associated with the brand. Jingle
can be used in advertising and events.

 YouTube:

Produce high-quality videos about production processes, recipes, brand stories and nutrition education
videos. From building a strong and consistent brand image to conveying core messages to conveying
messages about the quality, naturalness and origin of TH True Milk. Not only conveying messages, but
creating high-quality YouTube videos can create a brand experience through creating high-quality, sharp
videos and containing many messages in the video. TH True Milk can create vivid, visual experiences for
viewers, thereby building a unique and memorable brand image. To have a successful marketing campaign
on YouTube.
TH True Milk needs to build a detailed strategy and implement specific tactics. For example, creating long-
form video series about TH's farm life and community activities. It's as simple as creating quality and
diverse content such as combining learning and entertainment at the same time with videos instructing
how to make delicious dairy dishes and nutritious drink recipes. Sharing knowledge about the nutrition and
health benefits of milk.

Organizing interactive live streams with nutritionists to answer users' questions about the quality and origin
of TH. At the same time, it is possible to organize content creation competitions with attractive prizes to
encourage people to come to the program. Thereby increasing the attractiveness of the product and
introducing the image of TH to more people

 Website :

The website THTrueMilk.vn plays an important role in the online sales system of TH Group. The website's
homepage is designed with an intuitive interface, helping customers easily search and choose products
such as fresh milk, yogurt, powdered milk or functional foods. Each product category is clearly classified,
with photos, product names, prices and basic information. When customers click on a specific product, they
will be redirected to the product detail page. Here, they can view full information such as photos, detailed
descriptions, nutritional ingredients, and instructions for use. In addition, this page also provides prices,
inventory status, as well as customer reviews and comments about the product. The shopping functions on
the website are also very convenient. Customers can easily add products to their shopping cart and make
online payments through many different methods. They are also provided with information about shipping
costs and expected delivery times. In particular, the THTrueMilk.com.vn website is integrated with other
digital sales channels such as mobile applications, Shopee, Tiki, helping customers easily switch to these
channels to continue shopping. In addition, the website regularly updates promotions, special offers,
integrates the feature of registering to receive notifications and accumulating reward points. Customers
can also receive support via online chat, email, hotline, and can rate and comment on products. These
features and activities help THTrueMilk.com.vn become an important online sales channel, bringing a good
shopping experience to customers.
8.1.5. Explain how these channels can be integrated to reach the desired audience.

To effectively reach and attract target audiences, TH True Milk needs to combine and integrate many
different communication channels such as TikTok, YouTube, Facebook and its website. On TikTok, TH
should create short videos, use effects, music and popular hashtags to attract viewers' attention. Videos
need to have attractive content, in line with the trends of this platform. TH can launch challenge
campaigns, cooperate with KOLs/KOCs with a large number of followers to increase coverage and
interaction. Importantly, TikTok videos need to have links leading customers to the website or the main
sales channels of the business. On YouTube, TH can create longer videos, providing detailed information
about products and services. Using effective titles, descriptions and keyword tags will help optimize SEO,
increasing the visibility of videos in search results. Introduction videos, user manuals, and product reviews
are also good strategies to attract customers. In addition, integrating links to websites or other sales
channels in the video description will increase conversion opportunities. On Facebook, TH should create
official pages/groups, post attractive content and update regularly. Running Facebook ads can help reach
target customers more effectively. Organizing promotions and giving gifts on Facebook is also a good way
to increase interaction and attract users. Integrating links to the website is also very important. For the
website, TH needs to focus on designing a friendly, easy-to-use interface and optimizing the user
experience. Integrating social sharing buttons to increase virality, providing registration and tracking
features to collect customer information. By combining and integrating these channels synchronously, TH
True Milk will be able to reach and attract target customers more effectively, increasing reach, interaction
and conversion.

8.1.6. Estimated Marketing Costs for TH True Milk

TH True Milk is a large dairy company in Vietnam

Estimated marketing costs for TH True Milk Assumptions: Large dairy company in Vietnam Target audience:
Diverse age groups Focus on digital marketing channels Moderate production value for content. Here I will
analyze the potential costs of each marketing channel for TH :

Marketing cost estimate table for TH True Milk

Monthly Annual
Cost
Expense Detailed Note
Approxim Cost
item costs
ate Approxi
 mate
(USD)
(USD)
 Including
Social $240,00 advertising,
Facebook $20,000 -
0 -
, TikTok $40,000 content
Media
$480,00 production,
Marketi
0 influencer
ng
collaboration
Video
YouTub productio $84,000 Assuming
$7,000 -
e n, - production of 2
$12,000
Marketi advertisin videos/month
$144,00
ng g
0
(optional)
Webs Video Website
ite productio $2,500 - $30,000 updates
mainte n, $6,000 - and
nance advertisin $72,000 maintenance
g
Public $60,000
Other $5,000 - -
costs relations, $10,000
$120,00
agency
0
fees
Estimat $240,000
ed -
total
$480,000
annual
cost

 Social media marketing Facebook: Ad spend: $5,000 - $10,000/month (varies depending on

targeting and campaign) Content creation (in-house): $2,000 - $4,000/month (including graphic design,
copywriting) Influencer partnerships: $5,000 - $10,000 per campaign (depending on influencer reach).
TikTok: Ad spend:
$3,000 - $6,000/month (similar to Facebook). Content Creation: $2,000 - $4,000/month (short-form video
production). Influencer Partnerships: $3,000 - $8,000 per campaign (TikToker typically charges less). Total
Social Media Marketing: $20,000 - $40,000/month. Estimated Total Annual Marketing Spend $240,000 -
$480,000.

 YouTube Marketing Content Creation: $5,000 - $8,000 per video (including production, editing, and
can be outsourced) Ad Spend (optional): $2,000 - $4,000/month (for promotional videos) Total YouTube
Marketing: $7,000 - $12,000/month (assuming 2 videos per month). Estimated total annual marketing
costs $84,000 - $144,000.
 Website maintenance Website hosting and domain: $500 - $1,000/year Website updates and
maintenance: $2,000 - $5,000/year Total website costs: $2,500 - $6,000/year Total estimated annual
marketing costs $30,000 - $72,000.
 Additional costs Public relations: $5,000 - $10,000/year (for media relations and crisis
management). Estimated total annual marketing costs $60,000 - $120,000.

8.2. Creative ideas to capture people's attention and inspire a “call to action”

8.2.1. TH True Milk's Natural Fresh Milk Products Promotional Video

In the "True Milk – Natural Power" campaign, the selection of outstanding products and organic milk
production locations is an important factor to attract customers' attention and increase sales. First, TH
True Milk will conduct research and analyze customer needs to determine the types of milk products that
customers love the most. In addition, current and predicted future consumption trends will also be
considered, combined with ratings and reviews from nutrition experts. The criteria for selecting products
include quality, freshness, natural origin and health benefits.
The promotional video begins with a scene from the TH True Milk farm, where healthy dairy cows are
grazing on green pastures. The morning light shines through the dew drops on the grass leaves, creating a
peaceful and close-to-nature scene. The sounds of nature, cows mooing and birds chirping blend with the
soft background music, bringing a sense of relaxation to the viewer. Next is a scene inside the milk
processing factory, where the modern and closed production process is introduced. Images of workers
taking care of each product with meticulousness and love for the job, along with high-tech equipment,
demonstrate TH True Milk's commitment to product quality.
The video then moves on to introduce TH True Milk's outstanding dairy products such as fresh milk,
yogurt and other dairy products. Each product is presented in an eye-catching way, with images of
families enjoying milk in their daily meals. Scenes showing children happily drinking milk, parents
preparing dairy dishes together, create a warm and happy atmosphere. Real customers in the video,
diverse in age, gender and lifestyle, share their experiences with the product, for example: "TH True
Milk's milk is so fresh and nutritious! My child loves it!" Images of families enjoying breakfast with TH
True Milk products create a sense of friendliness and closeness.
At the end of the video, a strong message is sent to viewers: “Choose True Milk – Natural Power for your
family’s health!” The final scene shows all family members posing happily together, expressing happiness
and satisfaction when using the product. The cheerful background music combined with images of
beautifully displayed milk products encourages viewers to take immediate action. The message “Order
today to experience the natural power of True Milk!” appears on the screen, urging consumers to choose
quality milk products from TH True Milk for their families.
Multi-channel video communications
Spring, the beginning of a new year, is a time when people often look for freshness and new vitality. TH
True Milk will take advantage of the spring atmosphere to launch a campaign to promote fresh milk
products. Starting in January, we will release a promotional video on Facebook, emphasizing the
nutritional benefits of fresh milk, such as calcium, vitamins and protein, which help improve the health of
the whole family. The video will feature vivid images of nutritious breakfasts with milk, combined with
fresh ingredients from nature. In addition, TH True Milk will organize online seminars to educate
consumers about the importance of milk in their daily diet. In February, we will create short videos on
TikTok, introducing how to prepare attractive spring dishes with milk, such as fruit smoothies and milk
salads. These videos will use cheerful music effects and eye-catching images to attract the attention of
young people. At the same time, we will launch a social media contest, encouraging consumers to share
their favorite dairy recipes, with attractive prizes for the best entries. In March, TH True Milk will host
Facebook livestreams where consumers can interact directly with nutritionists. We will share recipes for
dairy dishes, such as milk pudding and fresh milk ice cream, and answer questions about the benefits of
milk. At the end of the month, we will send out a monthly email newsletter with new videos, recipes and
attractive promotions to drive shopping actions.
Summer is the ideal time to introduce fresh milk products as an indispensable part of cooling activities
and picnics. In April, TH True Milk will launch a summer campaign with videos on Facebook, introducing
recipes for making cool milk drinks, such as milk smoothies and fresh milk ice cream. We will use
advertising to target summer food lovers, encouraging them to try new dishes. In addition, we will
organize product experience sessions at supermarkets and shopping malls, where customers can taste
and receive special offers. In May, TH True Milk will post videos on YouTube, sharing fresh and cool dairy
dishes, such as milk cakes and milk tea. We will create playlists to make it easy for viewers to find and
follow the content. At the same time, we will organize an online cooking competition, encouraging
consumers to share videos of making dairy dishes, with attractive prizes for the most creative dishes. In
June, TH True Milk will update the website and blog with summer recipes, including videos and detailed
articles. We will send monthly email newsletters with attractive promotions and product packages,
encouraging customers to experience the products during the hot summer days. At the same time, we
will also launch promotional activities on social media, such as live cooking and sharing recipes from
famous chefs.
Autumn, the time of changing weather, is when TH True Milk will focus on introducing the health benefits
of fresh milk. In July, we will release a video on Facebook, highlighting the health benefits of fresh milk,
such as strengthening the immune system and supporting digestion. The video will feature nutritionists,
helping consumers better understand the product. In addition, we will organize online seminars where
customers can participate and ask questions about nutrition. In August, TH True Milk will post videos on
YouTube, sharing research and the benefits of fresh milk. We will invite medical experts to participate to
provide accurate and useful information. At the same time, we will launch the "Milk Month" program
with special offers for customers, encouraging them to buy milk and experience the product. During
September, we’ll be creating short TikTok videos featuring fall foods like milk soup and cake. These videos
will be warm and cozy, perfect for the fall season. We’ll also be updating our website and blog with
articles detailing the health benefits of milk and product discounts, and sending out a monthly email
newsletter with new videos and fall promotions.Finally, in winter, TH True Milk will focus on introducing
fresh milk products as an indispensable part of warm and nutritious meals. In October, TH True Milk will
officially kick off the winter season by introducing fresh milk products as an indispensable part of warm
and nutritious meals. We will release a video on Facebook, introducing recipes for hot milk drinks, such as
hot milk and hot chocolate. This video will create a warm and friendly feeling, attracting consumers in the
cold season. In addition, we will organize product experience sessions at winter events, where customers
can try new milk products and receive special offers. These events will be promoted on our website to
attract attention from the community. The content on the website will include detailed information about
the events, as well as instructions on how to participate and receive offers. In November, TH True Milk
will post videos on YouTube, sharing winter activities associated with dairy products, such as traditional
dishes and warm recipes. We will use advertising to expand our reach and encourage consumers to buy
milk for winter parties. The website will also be updated with detailed articles on winter dishes, making it
easier for customers to find recipes and ideas for family meals. Furthermore, we will create a dedicated
blog section on the website, where customers can find tips and recipes related to dairy products during
winter. Finally, in December, on TikTok, we will create short videos about warm dairy dishes, such as milk
cookies and desserts. These videos will use appropriate background music and visual effects to create a
sense of closeness and fun. We will also update our website and blog with detailed winter recipes and
product discounts. We will also send out a monthly email newsletter with our latest winter videos and
special offers to connect with customers and drive purchase action. The newsletter will include links to
YouTube and TikTok videos as well as blog posts, creating a cohesive and engaging experience for
consumers.
Special Offers and Promotions for the "TH True Milk - Fresh Milk From Nature" Campaign
To encourage action from viewers, TH True Milk videos will include a prominent “Order Now!” tagline at
the end of the video, along with a link to TH True Milk’s website. A button directly on the video will allow
viewers to click and place an order immediately.
During the spring, when the fresh air is everywhere, TH True Milk will launch a 15-day “Spring Happiness”
promotion, from January 1 to 15. This program will offer a 15% discount on all dairy products, to
encourage consumers to choose milk as an essential part of their daily diet. In particular, to enrich the
shopping experience, customers will receive a nutritious breakfast recipe set when ordering from VND
300,000. This recipe set not only helps customers have nutritious breakfasts but also creates
opportunities for the whole family to enjoy delicious dishes. In addition, TH True Milk will also organize a
“Spring Recipe Contest”, where customers can share creative recipes with milk. The best recipes will
receive attractive gifts, thereby encouraging creativity and connecting the community of food lovers.
As summer approaches, TH True Milk will launch the “Cool Summer” program with the desire to bring
freshness to consumers during the hot days. The program will take place over 20 days, from May 1 to 20,
with a 20% discount on dairy products such as smoothies and ice cream, making it easy for customers to
enjoy delicious refreshments. To enhance the experience, we will organize product experience sessions at
supermarkets, where customers have the opportunity to try the product and receive a 30% discount on
the product they have tried. This not only creates an opportunity for customers to learn more about the
product but also encourages them to try new dishes. In particular, the “Summer Cooking” contest will be
held, encouraging customers to submit videos of cooking with milk. The most creative dishes will have the
opportunity to receive a gift card worth 1 million VND, promoting creativity in cooking. As the weather
turns colder in the fall, TH True Milk will focus on the “Autumn Health” program. The program will run for
10 days, from July 1 to 10, with a 15% discount on dairy products, emphasizing the health benefits of milk
such as boosting the immune system and aiding digestion. We will use social media channels to convey
this message, helping consumers become more aware of the nutritional value of the product. August will
be called “Special Milk Month”, in which the first 100 customers who buy dairy products will receive
attractive gifts. This not only encourages customers to shop but also gives them the opportunity to
experience new products. In addition, we will organize “Online Seminars” on nutrition with experts,
providing discount codes for participants. This is a great opportunity for customers to learn more about
the benefits of milk in their daily diet.
As winter approaches, TH True Milk will launch a “Warm Winter” promotion, offering 20% off hot milk
products such as hot milk and hot chocolate in October. This is the perfect time to enjoy warm drinks to
help ward off the cold. The program will run for 15 days, from October 1 to 15. We will organize product
experience events during the holiday, where customers will have the opportunity to test products and
receive discount vouchers for their favorite products. These experiences will not only help customers
experience the great taste of the products but also create memorable memories with family and friends.
Finally, the “Winter Recipe” contest will encourage customers to share hot milk recipes, with attractive
prizes for the most creative recipes. This not only gives customers the opportunity to show off their
cooking skills but also promotes family bonding over cozy meals. We also offer a wide range of products
from fresh milk to fruit yogurt products to meet the diverse needs of customers.
8.2.2.TH True Milk website introduces farms

The TH True Milk website homepage will start with a prominent introduction to the “Power of Nature”
campaign. To create a strong first impression, we will produce a 1-2 minute opening video. The video will
introduce TH True Milk’s dairy farms, with beautiful images of farm landscapes, lush green fields, and
healthy dairy cows grazing. Soothing background audio combined with easy-to-understand narration will
emphasize TH True Milk’s commitment to product quality and environmental protection. The video will
be integrated right on the homepage, capturing users’ attention at first glance. In addition to the opening
video, the homepage will also feature prominent links to detailed pages about each farm, production
process, and quality commitment. This makes it easy for users to explore more about the campaign and
creates a seamless user experience.
TH True Milk's "Introduction to Farms" will begin with an overview of our farms. We will highlight the
harmonious combination of modern technology and traditional farming methods, creating an ideal
environment for the development of dairy cows. Every drop of milk is meticulously cared for from the
green fields to the glass of fresh milk in your hand. Here, we are committed to providing the highest
quality fresh milk, protecting public health and the environment.
On the website's introduction page, the interface design should be clear and easy to use, with a
prominent title such as "TH Nghe An Dairy Farm - Where Pure Fresh Milk Is Made." A detailed description
of the farm will be divided into small sections for easy reading, along with the main image and tour video
embedded on the page. An interactive map will display the farm's location on a map of Vietnam, helping
users easily visualize and learn about the farm's location.
Finally, we will develop interactive features such as slideshows with 15-20 images and animated videos to
highlight the farm's main activities. This will create a lively space, helping users feel the atmosphere of the
farm and the daily activities. In addition, we will post blog articles such as “Exploring TH Nghe An Dairy
Farm - The Birthplace of Pure Fresh Milk Bottles” and “Interview with TH Nghe An Farm Manager -
Sharing Success Stories.” These articles will provide more detailed information and success stories of the
farm, thereby helping users better understand the quality and commitment of TH True Milk to pure fresh
milk products.
Communication
To optimize the user experience, creating an intuitive interface is extremely important. First, add clear
links to social media platforms such as Facebook, Instagram, YouTube and TikTok. These link icons should
be placed in a prominent location, such as at the top of the page or in the footer, so that users can easily
access them. In addition, embedding the latest posts from social platforms into the website will help
update users quickly and effectively. For example, tour videos or photos from recent events can be
displayed prominently, attracting attention and encouraging users to interact.
Next, integrating widgets and live feeds from social media platforms into the website will create a more
seamless experience for users. Specifically, embedding Facebook Feed to display the latest articles and
videos will help users follow the latest activities of TH True Milk without leaving the page. Similarly,
Instagram Feed can be used to showcase engaging images from the Instagram page, giving users a sense
of the fun and fresh atmosphere of the brand. A YouTube playlist should also be embedded, allowing
users to watch related videos right on the page without having to switch between platforms. At the same
time, using UTM tags in links from social media posts will help track traffic and analyze the effectiveness
of social media campaigns. This will not only help TH True Milk better understand consumer behavior but
also allow for adjusting communication strategies to achieve the best results.
To increase engagement, TH True Milk can organize contests and promotions related to the Dairy Farm on
social platforms. These contests will not only create excitement but also encourage users to participate
and share their experiences. Furthermore, offering discount codes or special promotions to social media
followers will motivate them to visit your site and take the desired action. For example, a promotion
could be “Get 10% off your next purchase when you enter the contest!” Finally, creating interactive
content such as polls, surveys, and encouraging users to leave comments and reviews about your
products and farms will create a positive connection with your customers. This feedback not only helps
improve your products, but also creates an engaged community around your brand.
Call to Action (CTA)
To maximize the effectiveness of CTA buttons, they should be clearly and attractively designed with
encouraging language such as “Book Now” or “Get Your Deal Now.” These buttons should be placed in a
prominent location on the page, such as the top, middle, or bottom of the page, so that they can easily
catch the user’s attention. In particular, using elements that create urgency such as “Only 24 Hours Left”
or “Limited Offer” will help customers feel the need to act immediately, thereby increasing the possibility
of conversion.
To encourage customers to take action, providing immediate value is very important. TH True Milk can
create attractive incentives such as special discounts or free gifts when customers take action. For
example, promotions can include a 20% discount on the first order or a 100,000 VND discount on orders
over 500,000 VND. These incentives not only attract new customers but also encourage customers to
return. In addition, encouraging customers to sign up for newsletters is also an effective strategy.
Subscribers will receive a 15% discount coupon for products posted in the newsletter. This not only helps
build a list of potential customers but also creates opportunities to introduce new products or upcoming
promotions.
Finally, to create a connection with customers, TH True Milk can encourage users to share their
experiences with the product. Organizing surveys or polls will not only help the brand improve the
product but also create a positive space for communication between the brand and consumers. Feedback
from customers will be a valuable source of information for TH True Milk to continuously improve and
develop.
8.2.3.TH True Milk Exciting Experience Video Series
TH True Milk's "True Milk – Natural Power" campaign not only aims to increase sales but also raise brand
awareness and attract customers through real-life experiences. An important part of this campaign is to
deploy a series of videos and images about interesting experiences with TH fresh milk products. This
content will be shared on TH True Milk's official website, social media platforms and online advertising
channels to bring a vivid and authentic look at the product as well as the health benefits of natural fresh
milk. The campaign will focus on introducing the clean milk production process, stories from farm to
table, and the freshness of the product, helping consumers better understand the nutritional value and
benefits of TH fresh milk.
Production Process Introduction Video (January)
The first video in the campaign will start with an engaging journey from farm to table, providing an
overview of TH True Milk's product production process. The video content will be divided into several
parts, starting with an introduction to the high-quality dairy cows raised on the farm, along with the
optimal care conditions they receive. Viewers will see the milking process, from the use of modern
technology to ensure food hygiene and safety to the preservation of milk immediately after milking. The
video will also explain the product processing process, from fresh milk to products such as yogurt, cheese
and ice cream. The goal of this video is not only to help customers understand the origin and quality of
the products, but also to build a strong belief in their hearts when choosing TH True Milk for their
families. The video will be released on channels such as Facebook, YouTube and TH True Milk's official
website.
Farm Experience Video (March)
Next, the farm experience video will be an exciting journey where customers can witness the daily life of
dairy cows. The video will record moments of visiting the farm, where the audience has the opportunity
to participate in activities such as milking, feeding cows and learning about the dairy cow care process.
This not only creates a connection between the brand and consumers but also helps them feel the
freshness and naturalness in each product. By providing a real-life experience, the video will arouse love
and care for the origin of food, thereby encouraging customers to choose TH True Milk products. The
video will be widely shared on social media platforms such as TikTok and Facebook, creating
opportunities for many people to participate and experience.
Recipe Video (April)
In April, the video will focus on instructing how to prepare delicious dishes from TH True Milk products.
The video content will include simple but attractive recipes, making it easy for the audience to apply to
their daily meals. The dishes will be beautifully presented, from fresh fruit yogurt to delicious cakes, all
using ingredients from TH True Milk. The video not only brings creative ideas for meals but also
encourages customers to use the brand's products in their daily lives. To increase interaction, we can
encourage viewers to share images of their dishes on social networks, thereby creating a community that
loves TH True Milk cuisine and products. The video will be released on YouTube, Facebook and Website.
Customer Interview Video (May)
May will be the time to record customers’ real experiences through video interviews. This video will
include conversations with customers about their feelings when using TH True Milk products, from
quality, taste to the health benefits that the product brings. Authentic and emotional stories from
customers will create a strong connection with viewers, helping them feel the value and prestige of the
brand. The video will be shared on social media platforms such as Facebook and TikTok, encouraging
consumers to participate and share their own experiences with the product. This not only creates trust
from customers but also helps TH True Milk build a positive and close image in the hearts of consumers.
Community Activity Video (June)
The video in June will focus on community activities that TH True Milk participates in, demonstrating the
brand's commitment to society and the environment. We will capture memorable moments from events
such as charity programs, environmental protection activities or community exchanges. The video will
emphasize the importance of building a healthy and sustainable community, while affirming that TH True
Milk is not only a product brand but also a part of the community. Through this, the video will encourage
consumers to participate in community activities, create connections and spread good values in society.
This video will be released on Facebook, YouTube and Website.
Health Benefits Sharing Video (September)
In September, a video will be produced with the participation of nutrition experts, to share the health
benefits of milk in the daily diet. The video content will include scientific information about the nutrients
in milk and how they support health, from strengthening the immune system to improving bone and joint
health. The video not only provides useful knowledge but also encourages consumers to actively use TH
True Milk products to take care of their family's health. This video will be released on YouTube, Facebook
and Website, to reach a wide audience and create a dialogue about nutrition and health in the
community.
Photo/Video Contest Video (November)
Finally, in November, we will organize an interesting photo/video contest with a theme related to TH True
Milk products. The video will guide participants on how to participate in the contest, from taking photos
of food, family moments or other creative activities related to the product. The contest not only creates
excitement and interaction in the community but also encourages consumers to express their love and
creativity for TH True Milk products. We will use social media platforms such as Facebook, TikTok and
YouTube to promote the contest, thereby creating a space for communication and connection between
the brand and customers. This video will be a great opportunity for TH True Milk to leave a mark in the
hearts of consumers and promote long-term attachment to the brand.
In the “True Milk – Natural Power” campaign, TH True Milk is pleased to introduce a series of attractive
videos, starting with a video introducing the high-quality fresh milk production process. Click on the video
to explore the journey from farm to table, and receive a 10% discount code for your first order on the
website within 7 days of release. Next, join the farm experience journey through the March video, where
you will witness the daily life of dairy cows. Share the video and tag 3 friends to receive a gift voucher
worth VND 50,000, valid for 10 days. In April, watch the recipe video with TH True Milk products, and
share your dish image with the hashtag #THTrueMilkCooking for a chance to receive a gift set, only for the
first 50 participants in 2 weeks. In May, customer interview videos will bring authentic experiences; Leave
your thoughts in the comments section to enter the lucky draw to win a gift basket worth VND500,000
throughout the month. In June, explore community activities through videos and receive a 15% discount
code for your next order when you share your photos, for 2 weeks only. In September, don't miss the
video sharing the health benefits of milk, with a 20% discount code for the product when you order via
the website for 1 week. Finally, in November, join the exciting photo/video contest with TH True Milk
products and have a chance to win a prize worth VND1,000,000, for 3 weeks only. Let's experience, share
and spread the love for TH True Milk's natural products!
8.2.4.TH True Milk Campaign Promotions

Spring: "Discover the Flavor of Milk" (January - February)

In early spring, TH True Milk offers an attractive promotion program with a 20% discount on all fresh milk
and processed milk products. The "Buy 1 Get 1 Free" program allows you to buy a box of milk and get
another box for free. In particular, when you make a purchase during the promotion period, you will
receive a 10% discount voucher for your next purchase. Spring gifts include a free service package such as
choosing your favorite products and free delivery for orders over 500,000 VND, along with food bags or
spring-themed souvenirs. Customers participating in the "Buy Milk Get Gifts" program have the
opportunity to draw a lucky draw gift package from TH True Milk. Note that this program will take place
from January 10 to February 15. Don't miss this great opportunity!
Summer: "Cool Refreshment" (May - July)
This summer, TH True Milk is offering a 30% discount on yogurt and fresh milk products. The "Cool
Summer Combo" program allows you to buy 3 products and get 1 more product for free. Summer gifts
include a free delivery service package for large orders and the option to choose your favorite products,
along with a water bottle and a T-shirt with the TH True Milk logo. Join the summer photo contest with
the hashtag #THTrueMilkSummer for a chance to win attractive prizes such as free products and special
gift packages. Please note that this promotion runs from May 1 to July 10. Don’t miss out on these
fantastic offers!
Fall: “Discover Flavors” (August – October)
This fall, TH True Milk is offering a 25% discount on fresh milk and cheese products. When you buy 2
products, you will receive 1 more product for a trip with your loved ones and a 15% discount on orders
placed 30 days in advance. Fall gifts include free shipping and a favorite product selection package, along
with a milk recipe book and food-themed phone cases. Customers can participate in the “Discover
Flavors” event with new product testing programs and discounts on local culinary events. Note that this
program will run from August 1 to October 20. Hurry up to join so you don’t miss out on these great
deals!
Winter: “Enjoy the taste of milk” (November – December)
This winter, TH True Milk offers a 35% discount on fresh milk and ice cream products. The “Winter Offer”
program allows you to buy 1 product and get 1 free for a trip with your loved ones, and a 20% discount on
orders placed 10 days in advance. The Winter Gift includes a free delivery package and a package of your
favorite products, along with a warm jacket and a woolen hat with the TH True Milk logo. Customers also
have the opportunity to participate in special winter events such as the milk festival and Christmas
market with special discounts on participating products. Note that this program will take place from
November 10 to December 31. Don’t miss this great opportunity!
8.2.5.Specific plan roadmap

Q1 (January - March)
January
January not only marks the beginning of the new year but is also an important time for the "TH True Milk
- Power from nature" campaign. The main goal of this month is to raise brand awareness and introduce
products to a wide range of customers. To achieve this, TH True Milk will deploy television commercials
(TVCs) on YouTube, along with launching strong communication campaigns on Facebook and TikTok. The
advertising content will emphasize the naturalness of the product, the health benefits of milk, as well as
the company's commitment to quality.
In addition, detailed articles on the website will provide useful information about the production process
and natural ingredients in TH milk. We will use infographics and short videos to attract attention from the
community. Interactive activities such as voting and customer surveys will also be carried out on
Facebook to create engagement and listen to feedback from consumers.
February
Moving into February, the campaign will focus on increasing brand awareness and customer engagement
across popular social media platforms. Multi-channel advertising campaigns will be rolled out
aggressively, including launching exciting minigames on Facebook and TikTok, where users will have the
chance to win attractive gifts when participating. We will also organize giveaways, encouraging
consumers to share their experiences with the product.
Linking with bloggers and influencers in the health and lifestyle space will be an important part of this
campaign. Influencers will help expand the product's presence on social media platforms, while creating
unique and engaging content, thereby attracting more potential customers.
March
March is the time to evaluate the initial effectiveness of the campaign and optimize the strategy based on
data collected from the Facebook, TikTok and website platforms. We will conduct customer surveys
through online channels to better understand their needs and desires. Based on this feedback, we will
optimize advertising content and adjust promotions to attract new customers.
In addition, we will also host livestreams on Facebook and YouTube, where customers can directly ask
nutritionists about the benefits of milk in their daily diet. This will not only help raise awareness but also
create opportunities for consumers to interact directly with the brand.
Q2 ( April – June)
April
In April, the campaign will focus on increasing brand presence during the spring festival. We will
participate in fairs, outdoor events, and organize product sampling activities so that consumers have the
opportunity to experience the product directly. Storytelling videos about the natural production process
of TH True Milk will be developed and shared on YouTube and Facebook, helping customers better
understand the value of the product.
In addition, we will also launch communication campaigns on TikTok, encouraging users to create content
related to the product, thereby creating a community that loves TH milk. These videos not only help
increase interaction but also create interesting and close stories for consumers.
May
May will be an important time to boost sales and brand awareness through retail channels and social
networks. We will cooperate with supermarkets and convenience stores to organize special promotions.
Advertising campaigns on Facebook, TikTok and YouTube will be strongly deployed, along with the use of
outdoor billboards in major urban areas to attract consumers' attention.
Email marketing will also be used to send special offers to loyal customers, helping to maintain their
loyalty and encourage them to continue choosing our products. The email content will be designed to be
attractive, including creative recipes with TH milk, to encourage customers to use the product in their
daily meals.
June
June will focus on maintaining customer interest and interaction, especially the younger customer group.
We will organize photo/video creation contests with the theme “Power of Nature” on Facebook, TikTok
and YouTube. Users will be encouraged to share interesting moments when using the product, thereby
creating a community that loves and supports the brand.
The campaign will also continue to cooperate with influential influencers on these social networks to
expand the reach. In particular, we will launch a limited edition of the product with a special packaging
design for the summer, to create novelty and attract customers' attention.
Q3 (July - September)
July
July will be a time to strengthen customer loyalty and expand the brand's influence. We will launch loyalty
and incentive programs on Facebook, TikTok and email marketing. Communication content will focus on
specific health benefits of the product during the summer, helping consumers better understand the
benefits of TH milk.
We will also conduct surveys via the website and social media to collect opinions, thereby improving the
quality of products and services. Feedback from customers will be taken seriously to improve the
consumer experience.
August
In August, the campaign will maintain customer interest and prepare for the fall. TH True Milk will launch
new products or upgraded versions of existing products, and increase promotion through blog posts and
instructional videos on YouTube. Posts on Facebook and TikTok will help introduce new products in an
attractive and accessible way.
We will also host online Q&A sessions with nutrition experts on these social media platforms to engage
with customers and provide useful information about nutrition. Consumers will have the opportunity to
ask questions and receive useful advice on how to use the products.
September
September will mark the innovation of the campaign to match the autumn trend. Images and media
content will be updated on Facebook, TikTok and YouTube with the autumn theme, creating a sense of
closeness and familiarity with consumers. Promotional programs and marketing campaigns targeting
students preparing for the back-to-school season will also be launched.
How-to content on using TH milk in autumn recipes will be developed, thereby increasing interaction on
these channels. Cooking tutorial videos will not only help customers know how to prepare delicious
dishes but also encourage them to use dairy products in their daily meals.
Q4 (October - December)
October
In October, the campaign will focus on increasing sales and boosting sales before the year-end festive
season. Major advertising campaigns will be launched on media such as TV, radio, and social media
platforms such as Facebook, TikTok and YouTube. TH True Milk will release special products or product
packages for the festive season, thereby attracting customers' attention.
We will organize offline or online events with the theme "Power of Nature", where customers can
participate in exciting activities, receive gifts and learn more about the products. This event will create an
opportunity for the brand to connect more closely with customers.
November
November will be the time to create a strong ripple effect during the festive season and strengthen the
brand image. Special promotions will be held on Facebook, TikTok and YouTube, in coordination with
major retail partners to attract more customers. Product promotion campaigns through influential media
channels such as TV and radio will also be stepped up.
Customer engagement through giveaways and lucky draws on social media platforms will help increase
engagement and attract customers’ attention. This will not only create excitement but also encourage
customers to share their experiences with the product.
December
December will be the end of the campaign and a review of the achievements of the year. We will evaluate
and analyze the results, draw lessons through reports from Facebook, TikTok, YouTube and email
marketing. This information will be shared with the internal team through the website and internal
communication channels, creating opportunities for everyone to review and learn.
Plans for the next campaigns will also be planned based on the data and feedback collected from the
communication platforms throughout the campaign. This will help TH True Milk continuously improve and
develop, better meeting customer needs in the future.
Frequency Table of Media Channels
IX. Evaluate methods of monitoring and measuring a digital marketing campaign in line with
marketing objectives
• Facebook.

Meta Business Suite is a free tool that helps users manage Facebook and Instagram activities. This allows
you to take full control of the personal or business accounts you own and manage them conveniently. The
main function of the tool is to create links with customers, research information about customers, easily
create and schedule posts and ads. This brings convenience and speed to your business. Currently, Meta
Business Suite has been developed on many platforms, including mobile devices such as laptops, phones
and tablets, along with desktop computers, to support users in using them anytime, anywhere. place.
With a simple and easy-to-use interface, Meta Business Suite integrates many useful features, helping to
optimize business efficiency for your business. Meta Business Suite provides a series of metrics to help
you evaluate the effectiveness of your Facebook and Instagram campaigns. Below are some scales used
for assessment:
Clicks: The number of times users clicked on your ad or content. This is an important indicator to consider
the attractiveness of content. Shows the uptake of the content you share, helping you evaluate the
effectiveness of the post and its ability to attract users to the desired landing page.
Sessions: A session is a series of interactions by a single user with your website or app over a certain
period. The number of user sessions (one visit) to your website or app . This metric shows potential
customer engagement, shows the average time users interact with your content, helps you evaluate the
absorption rate and engagement rate of your content.
CPC (Cost per Click): is an important tool in online advertising, is the average cost per click on your ad, It
allows advertisers to bid for each user who clicks to their advertising. This scale is very flexible, you can
set a maximum bid for each keyword or ad group, helping to tightly control your ad book. CPC helps you
calculate the cost to obtain in just one click, helping to evaluate the effectiveness of each advertising
campaign. By comparing CPCs between different campaigns, you can determine which campaigns are
performing well and need to start making more of them.
CPM (Cost per Mille): The cost you pay to have your ad displayed. Helps you compare the effectiveness of
different ads and optimize your advertising budget.
CTR (Click Through Rate) is an important number in online advertising, indicating the proportion of users
who see your ad and actually click on it. High CTR shows that your ad has attractive content, attracting
users' attention. CTR also reflects the level of compatibility between keywords and advertising content.
Engagement Rate: The ratio of users interacting (commenting, sharing, liking) with your content
compared to the total number of viewers. This indicator shows the level of interest of potential
customers. High discussion rates for your found content are creating engagement and community, and
that content is gaining customer interest.
Meta Business Suite is a powerful multi-channel management tool, specifically designed to help small and
medium-sized businesses effectively manage their Facebook and Instagram activities. With an intuitive
and easy-to-use interface, the tool This has become a powerful assistant for many businesses in
increasing customer interaction, measuring campaign effectiveness and making wise business decisions. It
is a useful and free tool, especially suitable for small and medium-sized businesses that are just getting
started with social media marketing. However, to achieve the best results, it is necessary to combine
Meta Business Suite with other marketing tools and strategies. At the same time, take the time to learn
and get familiar with the features of this tool. If you're looking for a simple and effective omnichannel
management tool, Meta Business Suite is a well-balanced choice.
Benefits of using Meta Business Suite:
One of the biggest benefits of Meta Business Suite is the ability to comprehensively manage a business's
social media platforms in a unified interface. Instead of having to switch between separate applications
such as Facebook, Instagram, WhatsApp, employees can perform all tasks such as posting, replying to
messages, analyzing data from a single place. This not only saves time but also creates synchronization
and consistency in the brand's communication strategy. In addition, Meta Business Suite provides
comprehensive analytics features, allowing businesses to track the effectiveness of campaigns, evaluate
user interactions and make data-driven marketing decisions. Detailed reports on followers, engagement
rates, and advertising performance can help managers optimize content and advertising to achieve
business goals.
Disadvantages of Using Meta Business Suite:
However, using Meta Business Suite also comes with certain disadvantages. First, relying on a single
platform can create security and privacy risks. Businesses will become vulnerable to incidents or adverse
policy changes from Meta. Additionally, integrating all communications activities into one Meta
ecosystem can limit diversity and innovation. Businesses risk becoming too dependent on the features
and ways of working prescribed by Meta, making it difficult for them to apply unique solutions to attract
customers.

• TikTok.

TikTok Analytics is a built-in tool on TikTok that helps business accounts effectively measure and analyze
videos on this platform. The tool provides data information about the number of views, likes, comments
and shares of each video. It is an extremely useful tool to help businesses better understand the
interaction ability of potential customers target users and measure the effectiveness of videos, better
understand the fictional audience and thereby devise appropriate development strategies (Ly, 2023).
However, to exploit the full potential of this tool, it is necessary to understand the scales and how they
work. Below are some scales used for assessment:
Engagement Rate:
Views: The total number of times a video has been viewed, this is just the most basic number, indicating
the popularity of the video but does not reflect viewer engagement).
Likes: The number of people who have clicked the like button on a video shows the viewer's level of
attention to the content.
Comments: The number of comments a video has received shows the level of engagement and discussion
the video generates.
Video completion rate: Shows your ability to retain video viewers.
Average watch time: Shows how much time users spent watching your video.

Clicks: Number of times users clicked on links, CTA buttons in videos or profiles, "Learn more" buttons,
links in bios. Clicks show how engaging your content is and how effective your CTA (call to action) is.
Frequent clicks mean users are interested in your product/service. The number of clicks aids in evaluating
the popularity of content and the effectiveness of subsequent targeted campaigns.
Potential customers (Leads): Number of users who have put the product in the cart or purchased the
product after viewing and referencing the product through advertising clips or content. This index directly
measures a campaign's effectiveness in attracting potential customers.
Video completion rate: Shown in the ability to retain video viewers. The average viewing time of a video
shows how much time users spend watching your video, whether your video is attractive enough for
viewers to watch the entire video or not.
CPM (Cost Per Thousand Impressions): The cost you pay to display your ad. CPM helps compare the
effectiveness of different campaigns and optimize budgets. ROI (Return on Investment): is the rate of
return on invested capital. This is an index that summarizes the effective results seen for the entire
campaign to quit. CPM and ROI support list optimization and evaluate total campaign effectiveness to
help you optimize advertising spend and ensure effective budget use.
CTR (Click Through Rate): is an important number in online advertising, indicating the proportion of users
who see your ad and actually click on it. High CTR shows that your ad has attractive content, attracting
users' attention. CTR also reflects the level of compatibility between keywords and advertising content.
TikTok Analytics is an extremely useful tool that helps content creators and marketers evaluate the
effectiveness of campaigns on this platform. However, this measurement method still has some
limitations, it only is relative and cannot measure all factors. To have an accurate and comprehensive
assessment, you need to combine metrics with many other factors and understand their limitations.
Advantage of TikTok analytic
TikTok Analytics is an important tool that helps content creators and businesses optimize their activities
on the platform, bringing many significant benefits. First, TikTok Analytics allows users to better
understand the performance of their videos by providing detailed data on views, engagement, watch
time, and audience retention. This helps you identify videos that attract a lot of attention and videos that
need improvement. Second, the tool provides information about the audience, including age, gender, and
geographic location, thereby helping you adjust the content to better suit your target audience.
Furthermore, TikTok Analytics allows you to track the growth of your account by observing the number of
new followers and their engagement, helping you evaluate the effectiveness of your promotional
campaigns. The tool also provides data on when users are most active, helping you choose the optimal
posting time to maximize your reach. For advertising campaigns, TikTok Analytics helps evaluate
effectiveness, thereby helping to adjust strategies for better results.
Disadvantage of TikTok analytic
However, there are also disadvantages to using TikTok Analytics. First, the reliance on metrics can put
pressure on users to continuously improve metrics, reducing creativity and inspiration when creating
content. Second, TikTok Analytics may not provide all the necessary detailed data, especially in-depth
information about user behavior. The analysis capabilities may also be limited, especially when there is a
lack of experience in data analysis. In addition, the delay in updating data can reduce the ability to quickly
respond to trends or changes in viewer behavior. Finally, although analytics provides a lot of information
about metrics, it cannot fully assess viewers' satisfaction and emotions towards the content, leading to
shortcomings in comprehensively evaluating the effectiveness of the content.

• Youtube.

YouTube Analytics is a built-in tool in YouTube Studio that helps track channel performance, providing
general reports, interaction reports, income, watch time, and reports on your channel's audience. Friend.
YouTube Analytics is an incredibly powerful tool that gives content creators an in-depth look at their
channel performance (cleverads, n.d.). However, to understand and make the most of the information
this tool provides, we need to carefully assess the scale it uses. Below are some scales used for
assessment:
View meter: The total number of times a video has been viewed, this is the most basic metric, indicating
the popularity of the video but does not reflect actual viewer interaction
Views: Total number of times the video was viewed.
Average views per viewer: Shows how many times each viewer watched the video.
Re-watches: is the number of times a viewer goes back and watches specific content in the video again.
When multiple viewers return to a certain piece of content in a video, this shows that they are specifically
interested in the topic or information presented at that point in your video.
Audience retention rate: Shows the percentage of people who watched the video for how long compared
to the total amount of video.
Views at different times: Helps you understand which segments viewers often skip and which segments
are most interested in.
Interaction count: the number of viewers liking and disliking the advertising video represents the viewer's
direct reaction to the video. Post comments indicate viewer engagement and discussion about the video.
Shares: Measure a video's appeal.
Click-through rate (CTR): Percentage of viewers who click on links and tags in the video.
Keywords: In the YouTube Reach Report, part of the Traffic Sources Report, you can see popular search
keywords that viewers use to find your videos. If these keywords are quite different from the main topic
of your video, you should consider adding related content or modifying the video to contain these
keywords. If the difference is too great, you may consider creating a new video related to this popular
keyword to optimize audience reach and engagement.
Lead scale:
Number of subscribers: Demonstrates long-term customer interest in the channel. Measures audience
loyalty and the brand's ability to build community.
Demographics: Gender, age, and interests of viewers help you target more accurately.
Conversion rate scale
Conversion rate: Percentage of viewers who take the desired action such as making a purchase,
registering, or filling out a form.
Cost Per Click (CPC): The cost you pay for each click on the ad. Helps you evaluate the effectiveness of
advertising campaigns and optimize your budget.
Cost per acquisition (CPA): Helps you evaluate effective advertising costs.
Return on investment (ROI): Measures the profit earned from a campaign compared to the cost of
investment.
CPM: The cost you pay to display your ad. Helps you compare the effectiveness of different ads and
optimize your advertising budget.
CTR (Click Through Rate) is an important number in online advertising, indicating the proportion of users
who see your ad and actually click on it.
Brand identification signs:
Channel growth: The number of subscribers increased over a certain period of time.
Brand Mentioned: Number of times the brand is mentioned in other comments and videos.
YouTube Analytics is a very effective tool in evaluation and measurement, it is extremely powerful and
useful for content creators on this platform. It provides an in-depth look at the performance of your
channel and videos, helping you better understand your audience, what content is popular and what
needs improvement, viewing trends and influencing factors to the success of the content. It is an
indispensable tool for any content creator who wants to grow their channel. However, to get the most
out of this tool, you need to have a clear understanding of your channel's metrics, goals, and how to use
them to create and grow your channel.
Benefits of YouTube Analytics:
One of the main benefits of YouTube Analytics is the ability to measure the effectiveness of content. This
tool provides detailed metrics on views, watch time, and engagement rates (likes, dislikes, shares) for
each individual video. This allows YouTube channel owners to understand which content attracts the
attention and interaction of the audience. From there, they can focus on producing more engaging
content and eliminate underperforming content.
In addition, YouTube Analytics also provides detailed information on viewer behavior, such as their age,
gender, and geographic location. This information helps channel owners better understand their target
audience, thereby being able to adjust and optimize content and marketing strategies more
appropriately.
In addition, YouTube Analytics also provides metrics on channel growth, such as the number of
subscribers, views, and watch time. These numbers help channel owners evaluate the effectiveness of
their marketing efforts and optimize their YouTube channel's performance. In addition, based on
information about peak viewing times, they can determine the best time to post content to attract the
most viewers.
Disadvantages of YouTube Analytics:
However, YouTube Analytics also has certain limitations. First, this tool only provides information about
activities on the YouTube platform, not taking into account other channels or channels scattered across
the internet. This may not be enough to comprehensively evaluate the effectiveness of a YouTube
marketing campaign.
Another disadvantage is that YouTube Analytics has difficulty tracking conversions, meaning it does not
provide detailed information about the number of viewers who convert into customers. This makes it
difficult to determine the ROI (return on investment) of a YouTube campaign.
Additionally, while YouTube Analytics offers a wealth of metrics, analyzing and interpreting these metrics
to make strategic decisions can be quite complex, especially for inexperienced users. Finally, the tool also
has limited customization, not allowing users to create custom reports or configure metrics sets to their
specific needs.

• Website.

Google Analytics is an extremely useful data analysis tool that is strongly applied in website performance
monitoring activities. Google Analytics is a web analytics service that provides statistical and data analysis
tools for search engine optimization (SEO) and downstream targeting. This service is part of the Google
Marketing Platform and is available for free to anyone with a Google account. Google Analytics is used to
track website performance and collect detailed information about customer file access, website traffic
reports, average visit time and website bounce rate use. It can help organizations and businesses
determine the traffic retention ability of the top users in the group, evaluate the success of follow-up
activities and advertising campaigns of the organization and business Karma (phucanh, 2022). However,
to understand and make the most of the information this tool provides, we need to carefully evaluate the
scale at which it is used. Below are some scales used for assessment:
Pageviews: This is another important engagement metric that shows the total number of times all pages
on your site were viewed. This metric shows how many people visited your site in a given period of time
determined. Some Google Analytics data uses tracking codes or so-called cookies to identify users. This
helps you better understand the size of your audience and track growth over time. By evaluating View
Metrics, you can come up with a more feasible and optimal SEO strategy. Additionally, views can help you
determine how your site is performing and how changes on your site may affect your user behavior.
Total traffic and traffic sources: is the total number of visits to a website in a certain period of time (day,
week, month, year...). GG Analytics website traffic statistics will not only provide total traffic but also
detailed analysis of how users found the website. These data provide an overview of a website's
popularity and activity.
Session: is a series of user actions interacting on a website within a specific time frame. A user accessing
a website is called a session. During one session, users can perform many interactions on the website
such as viewing pages, clicking, buying products, filling out forms, etc. The increased number of versions
means that the content is attractive and valuable to users. use and vice versa. This is a signal that the
content is boring, the website is unfriendly, and has little interaction with users.
Average time per session: is the aggregate time users spend exclusively on your site, not on a specific
page. The average instance duration is calculated by dividing the total duration of all instances by the
total number of instances. An increase in this index means that users are more involved in the website,
spending more time understanding the content. Therefore, to maintain this index, businesses need to
create attractive content and optimize the experience user experience and use images, infographics and
videos to attract attention.
Google Analytics data instance conversion rate: is the percentage of visit instances that ended in a
conversion action such as a purchase, registration, or filling out a contact form. This is some important
data to evaluate the effectiveness of subsequent campaigns in driving valuable actions for the business.
Knowing this ratio helps businesses evaluate the specified google analytics index more about the
effectiveness of the website and subsequent activities.
Bounce Rate: is the percentage of website visits where the user leaves in under 10 seconds without any
interaction. High bounce rate in google analytics often shows that the website is not attractive to visitors
due to unattractive design, unclear message or inappropriate content. Conversely, a low bounce rate
shows that users found the information necessary and are inclined to further engage with the website.
Returning Users: is a Google Analytics metric that shows the number of users who visited your website
more than once during the selected time period. This is a key metric for understanding user retention and
loyalty, as well as the effectiveness of your strategy for converting new users into returning customers.
Google Analytics is an indispensable tool for any business that wants to measure and improve the
performance of its website. With outstanding advantages, Google Analytics helps you better understand
customers, optimize user experience, and increase the effectiveness of marketing campaigns. However,
to exploit the full potential of this tool, you need to have basic knowledge of data analysis and take the
time to familiarize yourself with the interface and features of Google Analytics.
Benefits of using Google Analytics:
One of the biggest benefits of Google Analytics is its ability to provide comprehensive data on website
performance. This tool can track and analyze important metrics such as traffic, traffic sources, user
behavior, conversion rates, and many other parameters. This information helps businesses gain insight
into the effectiveness of their websites and online marketing campaigns. In addition, Google Analytics
also provides powerful data segmentation and filtering features. Businesses can break down data by
criteria such as geography, device, user behavior, etc. to provide more detailed analysis, serving decision
making and improving customer experience. Another benefit of Google Analytics is its built-in integration
with other Google products such as Google Ads, Google Optimize. This helps businesses connect data and
optimize marketing strategies on Google's platform.
Disadvantages of using Google Analytics:
However, using Google Analytics also comes with certain limitations. First, the data in Google Analytics
only reflects website activities, not including off-site marketing channels such as email and social media.
This can make it difficult to evaluate the effectiveness of the overall marketing campaign. In addition,
some users may be concerned about privacy when using Google Analytics, especially after the privacy
issues that Google has encountered recently. Businesses need to pay attention to comply with data
protection regulations when collecting and using information from Google Analytics. In addition, relying
entirely on a single analytics tool such as Google Analytics can also cause risks. Businesses need to
consider using other complementary analytics tools to have a more comprehensive view of website
activities and customer needs.
9.1. The Company’s Digital Marketing Situation.
TH True Milk, a leading milk brand in Vietnam, has been leveraging digital platforms to implement its
marketing strategy. Here is a detailed analysis of how the brand uses three main platforms: TikTok,
website, and Facebook.
TH True Milk's official website is an important information channel, providing details about the products,
brand values, and the company's development history. The website interface is professionally designed,
easy to navigate, helping customers find information and shop online conveniently. Each product on the
website has a detailed description, including information about nutritional ingredients, instructions for
use, and quality certifications.
TH True Milk's website is not only a place to sell but also a tool to educate customers about the benefits
of milk and dairy products. The company regularly updates its blog with articles about nutrition, health,
and recipes using its products. In addition, the website also supports loyalty programs, provides
promotional codes and announces upcoming events. This is part of the strategy to retain customers and
increase brand engagement.
On the TikTok platform, TH True Milk targets a young audience by using short, creative, and entertaining
videos. Content on TikTok often includes product introduction videos, instructions for use, and milk-
related challenges. One of their effective strategies is to participate in hot trends on TikTok, such as the
challenge of drinking milk in a special style or incorporating milk into creative dishes. This not only helps
increase brand awareness but also creates direct interaction with users through likes, comments, and
shares.
TH Official channel reached 375 thousand followers and 3.4 million likes, while TH True Mart channel also
reached 26.4 thousand followers and 87.6 thousand likes.
Facebook is one of the most important social media channels for TH True Milk, where the brand builds
community and interacts directly with customers. TH True Milk's Facebook page has a large following,
regularly updates articles about products, shares knowledge about nutrition and health, and introduces
social activities that the company participates in. Posts often combine high-quality images and friendly
messages, creating a sense of closeness and professionalism.
TH True Milk also takes advantage of Facebook to run paid advertising campaigns, targeting specific
audience groups. They use Facebook's advertising tools to optimize content and increase reach, thereby
increasing conversion rates. In addition, TH True Milk often organizes contests, minigames, and
livestreams to interact directly with customers, creating a two-way communication environment. These
activities not only help increase engagement but also provide important data on customer preferences
and feedback.
TH truemilk’s page is receiving 471 thousand likes and 494 thousand registrations from Facebook.
Influencers marketing :
TH True Milk has applied influencer marketing strategies to increase brand presence and connect with
customers effectively. Influencer marketing, or influencer marketing, is a marketing method that uses
influential individuals on social networks to promote products and services. TH True Milk has deployed
many creative strategies with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) for
examples Tun Pham, Mini Titan, and Hoai Thuong.to expand reach and increase brand awareness. Below
are ways TH True Milk has used influencer marketing to achieve its business goals.
Paid Advertising :
TH True Milk has deployed paid advertising on multiple platforms to effectively reach customers. Paid
advertising methods include:
Google Ads: The brand uses Google Ads to run search and display advertising campaigns. Search ads help
reach users when they search for keywords related to milk and nutritional products, while display ads
help increase brand awareness by showing ads on websites and platforms affiliated with Google.
Facebook advertising: TH True Milk runs paid advertising campaigns on Facebook to specifically target
audience groups based on interests, age, and geographic location. They use a variety of ad formats, such
as image, video, and carousel ads, to increase engagement and attract users' attention.
TH True Milk is running a diversified and effective digital marketing strategy, demonstrating a strong
presence on various platforms and channels. The company has built a positive brand image by
maintaining a professional website and actively interacting on social networks. The content shared on
these platforms is always rich, from product images, promotional videos, to brand stories and recipes, all
aimed at attracting and retaining customers.
TH True Milk also leverages the power of KOLs and influencers to reach the right customers and build
trust with potential consumers. Cooperating with influencers in the food and health sector has helped the
brand spread more widely and build strong trust from consumers.
In terms of paid advertising, TH True Milk deploys a series of online advertising campaigns on Google Ads,
Facebook Ads, and YouTube Ads. Google search and display ads help brands reach the right audience
when they search for related products, while Facebook and Instagram ads target precisely based on age,
interests, and user behavior. YouTube video ads help introduce products and brand stories in a visual and
engaging way.
Overall, TH True Milk has built and implemented a comprehensive and flexible digital marketing strategy,
effectively combining free and paid channels. However, it still needs to continue to update and optimize
to maintain competitiveness and sustainable development in a volatile market.

9.2. The Actions To Improve Performance Increase Engagement And Conversions

9.2.1.Personalize Customer Experience
Customer Data Analytics:
Data Collection and Analysis: TH True Milk needs to deploy data analytics tools to track customer
behavior and preferences across platforms such as websites, social media, and mobile applications. Use
analytics tools such as Google Analytics, Facebook Insights, and CRM systems to collect data on customer
actions, such as the products they viewed, the time they spent on the website, and other interactive
behaviors. Analyzing this data helps identify behavioral patterns and consumption trends, thereby better
understanding customer needs and desires.

Create Customer Profiles: Based on the collected data, build detailed profiles of each customer, including
information such as purchase history, personal preferences, and website behaviors. Customer profiles
should be updated regularly to reflect changes in customer needs and behaviors. Having a detailed
customer profile helps TH True Milk personalize marketing campaigns and provide more relevant
shopping experiences.
Personalize Content and Promotions :
Personalized Product Recommendations: Use information from a customer profile to provide
personalized product recommendations. For example, if a customer frequently purchases yogurt
products, send them recommendations for new yogurt varieties or yogurt recipes. These
recommendations can be sent via email, push notifications on the app, or displayed on the website when
the customer logs in.
Special Promotions: Provide personalized offers and promotions based on the customer's purchase
history and preferences. For example, if a customer has purchased fresh milk many times, send them a
discount code for their next fresh milk purchase or notify them of a special promotion related to this
product. These offers can be delivered via email marketing, text messages, or notifications on websites
and mobile apps.
Create Personalized Content: Develop marketing content such as blogs, videos, and articles that are
personalized based on your customers’ interests. For example, if your customers are interested in health
and nutrition, provide articles or instructional videos about the health benefits of dairy products. This
personalized content not only helps capture customers’ attention but also creates a stronger connection
with your brand.
9.2.2.Optimize Customer Experience with Chatbots and Live Support
Deploy Customer Support Chatbots
Create Smart Chatbots: Build and deploy chatbots on your website and social media platforms to provide
24/7 customer support. Chatbots can answer frequently asked questions about products, help customers
find information, and guide them through the shopping process. For example, chatbots can help
customers check order status, provide information about return policies, or suggest suitable products
based on user preferences.
Personalized Chatbots: Fine-tune chatbots to provide personalized experiences. Use customer data and
transaction history to enable chatbots to provide relevant product recommendations, send notifications
about personalized offers and promotions, or even create special promotions for loyal customers.
Chatbots can also collect feedback from customers and provide useful information to improve services
and products.
Live Chat and Online Support
Offer Live Chat Support: Integrate live chat functionality on your website so that customers can receive
immediate support from your customer service team. Live chat helps to answer questions or issues in real
time, reducing wait times and improving the customer experience. Ensure that your support team is
trained to provide accurate information and resolve issues quickly and efficiently.
Offer Multi-Channel Support: Ensure that customers can contact your support team through multiple
channels such as email, phone, and social media. This helps to meet customers’ needs in their preferred
channels and creates a more flexible customer support experience. Integrate and synchronize information
across channels to ensure that customers receive consistent and efficient support.
9.2.3.Increase Engagement Through Social Media
Run Engagement Campaigns
Create Contests and Giveaways: Host contests or giveaways on social media platforms such as Facebook,
Instagram, and TikTok. Encourage users to participate by sharing photos, videos, or stories related to TH
True Milk products. For example, ask users to share recipes using TH True Milk milk and bookmark the
brand’s official page. Contests can come with attractive prizes to encourage participation and increase
engagement.
Use Interactive Features: Take advantage of interactive features on social media platforms such as
Instagram Stories, Facebook Polls, or live questions in livestream videos. Create posts or stories that ask
users to participate in polls, answer questions, or provide product feedback. This not only increases
engagement but also provides TH True Milk with valuable information about customers’ preferences and
needs.
Building Online Communities
Creating Community Groups: Building and maintaining community groups on social media platforms, such
as Facebook Groups or online forums, to connect TH True Milk customers and fans. In these groups,
customers can exchange opinions, share experiences, and discuss the brand's products. TH True Milk can
participate in discussions, provide useful information, and organize special online events to maintain
interaction and engagement.
Sharing Valuable Content: Posting valuable content related to health, nutrition, and recipes on social
media platforms. For example, sharing articles, instructional videos, or health care tips to provide useful
information to the community. This content not only motivates users to interact but also builds the image
of TH True Milk as a reliable source of information in the field of nutrition and health
9.3. Problems That May Occur
9.3.1.Problems With Personalize Customer Experience
In implementing a customer data analytics and experience personalization strategy, TH True Milk may
encounter some potential issues. First, concerns about data privacy are one of the biggest challenges.
Collecting and analyzing customer data needs to strictly comply with data protection regulations such as
GDPR or local privacy laws to avoid legal issues. Customers may be concerned about the use of their
personal information, so TH True Milk needs to be transparent about how data is collected and used, and
provide options for customers to control their information.
Second, data accuracy is a key factor in determining the effectiveness of personalization strategies. If the
data collected or analyzed is inaccurate, customer profiles may be biased, leading to inappropriate
recommendations and promotions. This not only reduces the customer experience but can also damage
the brand's reputation.

Finally, customer resistance is also a factor to consider. Some customers may find personalized
recommendations intrusive or unwanted, leading to dissatisfaction or loss of trust in the brand. TH True
Milk needs to find a balance between providing a personalized experience and respecting customer
privacy, ensuring that marketing strategies are not too intrusive and always provide real value to
customers.
9.3.2.Problems with Chatbots
Implementing chatbots and live support can bring many benefits to TH True Milk, but it also poses many
challenges and issues that need to be addressed. First, the limitations of chatbots are a major issue.
Chatbots can struggle to handle complex queries or fail to anticipate exceptional situations, leading to
customer frustration when they do not receive the support they need. Therefore, TH True Milk needs to
ensure that the chatbot is designed with the ability to easily transfer to live support staff when needed, to
ensure that customers always receive effective assistance.
Second, the challenge of integrating chatbots with existing systems and customer data is also a factor to
consider. Ensuring that chatbots can work seamlessly with CRM platforms, websites, and social media
channels requires a lot of technical and resource expertise. If the integration is not good, the customer
experience can be interrupted and not smooth, leading to reduced customer satisfaction.
In addition, maintaining the personalization of chatbot services is also a matter of concern. In order for
chatbots to provide accurate and personalized responses, TH True Milk needs to continuously update
customer data and preferences. This requires continuous effort and resources to ensure that information
is always updated and reflects customer needs. Otherwise, suggestions and support from chatbots may
become outdated and no longer relevant.
9.3.3.Problems with Increase Engagement Through Social Media
Increased social media engagement brings many benefits to TH True Milk, but it also poses many
challenges and issues that need to be addressed. One of the biggest issues is the risk of copyright
infringement. When running contests, giveaways, or sharing content on social media, using copyrighted
images, videos, or music without proper permission can lead to serious legal issues. To avoid this, TH True
Milk needs to ensure that all content used is licensed or self-generated, and complies with copyright
regulations.
Another potential problem is negative feedback from users. While social media campaigns can generate a
lot of positive interactions, they can also attract negative feedback or criticism. For example, if there are
customers complaining about product quality, such as sour milk, defective milk cartons, or products that
do not meet the desired standards, this can lead to dissatisfaction and negative comments on social
media. These comments not only damage the brand's reputation but can also spread and affect the
perception of many other customers. In a worse case scenario, TH True Milk may face a media crisis when
it is "exposed" on social media, where the company's problems or errors are widely and quickly spread.TH
True Milk needs to be prepared to handle criticism and negative interactions tactfully and diplomatically,
in order to maintain its reputation and brand image. This includes listening to customer feedback,
responding promptly and professionally, and taking corrective action when necessary. Furthermore,
developing a crisis communications management plan is essential to deal with unexpected situations. This
plan should include procedures for identifying and assessing the severity of the crisis, immediate
response measures, and communications strategies to minimize damage and restore customer
confidence.
Managing a social media community also poses many challenges. Moderating community groups to
prevent spam, inappropriate content, or off-topic discussions can be difficult and time-consuming. TH
True Milk needs a team of experienced administrators and the right management tools to maintain a
positive and friendly online environment.
9.4. TH True Milk customer journey
The multimedia digital marketing campaign for TH True Milk will focus on creating a seamless and
consistent experience across Facebook, TikTok, YouTube and Website platforms, with the core message
“True Milk – Natural Power”. To do this, we'll start by mapping the customer journey to identify the key
stages in the brand interaction process.
At the awareness stage, we will deploy image and video ads on Facebook, along with creative short
videos on TikTok, to introduce TH True Milk and emphasize the message “True Milk – Natural Power” .
This content will help increase product and brand awareness. As customers begin to consider products,
we use YouTube to release how-to videos and reviews, and provide detailed information on our website,
making it easy for customers to learn about and evaluate products. than.
When customers are about to make a purchase decision, we will advertise promotions and discount
codes on Facebook and TikTok, and provide a convenient online shopping experience through the
website. The website will be optimized to provide easy purchasing functionality and quick customer
support. After making a purchase, we encourage customers to share feedback and reviews on YouTube
and Facebook, and maintain contact through customer service and loyalty programs on the website.
The brand identity and messaging will be maintained consistent across all channels, with the use of a
green and white color scheme, along with the “True Milk – Natural Power” logo and tagline to create
consistency across customer experience.
To measure effectiveness, we track metrics such as website traffic growth, conversion rates, social media
interactions, and email open rates. Analytics tools like Google Analytics and Facebook Insights will be
used to evaluate and adjust strategy, while A/B testing will help optimize advertising content and
messaging.
This multimedia digital marketing campaign will not only help TH True Milk create a seamless and
consistent customer experience but also enhance marketing effectiveness, increase customer loyalty, and
strengthen customer relationships. strengthen the brand's position in the market.

X. Conclusion

In this article to develop a digital marketing plan for TH True Milk company products, our team has
presented the opportunities and challenges of digital marketing for effective marketing for organizations.
business position. From there, analyze the opportunities and challenges for business organizations in the
context of digital marketing. Not only that, we also apply key digital tools and techniques available to
marketers to create an integrated marketing approach. To analyze the effectiveness of applying
integrated marketing methods and the benefits this method brings to the organization. To be able to
discuss their effectiveness in terms of reach, impact and cost. Finally, thoroughly analyze digital marketing
activities to draw valid conclusions about the effective marketing activities of the business organization.

In general, our group has completed all the requirements given for point D, although our group's efforts
still have some shortcomings in presentation and content. Our group will accept the lecturer's comments
to improve our essays in the near future.
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