DẤU CHÂN HÀ THÀNH

MARKETING
PLAN
FOR TOURISM OF HANOI
Get Started
 DẤU CHÂN HÀ THÀNH

PART 1
Company Summary

MARKETING PART 2

PLAN
Situational Analysis

PART 3
Marketing Strategy
 PART 1
COMPANY
SUMMARY
DẤU CHÂN HÀ THÀNH
 Dấu chân Hà Thành
since 2024

ABOUT US
As a travel company specializing in providing unique and
personal tours, we are delighted to help visitors discover the
hidden treasures of Hanoi.
More than just visiting famous landmarks, Dấu chân Hà
Thành offers a profound cultural experience, enhancing
tourists' appreciation of and understanding of Hanoi.
With a commitment to authenticity, personalized service and
sustainable tourism practices, Hanoi Footprints hopes to
bring visitors unforgettable memories and contribute to the
Unveiling the Encha sustainable development of Hanoi tourism .
nting
Essence of Hanoi
DẤU CHÂN HÀ THÀNH

OUR SERVICES

Ticketing Transport Tour Guide Special passport

Hotel Reservation Meals Entertainment

DẤU CHÂN HÀ THÀNH

MARKETING
TEAM
Thuong Dung
Nguyet Thao

Linh Phung

g Pham Hoang Han

Khan h
 PART 2
SITUATIONAL ANALYSIS

DẤU CHÂN HÀ THÀNH

 HANOI CATEGORIZATION
Historical Cultural Entertainment

Famous landmarks: Public spaces: Old Quarter,

Imperial Citadel of Thang Cuisine: famous for street vendors West Lake, Hoan Kiem Lake
Long, Hoan Kiem Lake, with street dishes: pho, banh tom, Museums: Vietnam National
Temple of Literature bun dau mam tom Fine Art Museum, Hanoi
Temples and pagodas: Ngoc Festivals: most are in spring: Huong Museum
Son Temple, Tran Quoc Pagoda festival, Giong festival
Pagoda, Huong Pagoda Resorts: mostly in Hanoi’s
Traditional village: Duong Lam old
outer city: Khoang Xanh-
village, Bat Trang porcelain village,
Suoi Ten, Ao Vua
Ngu Xa bronze molding village
MACRO
ENVIRONMENT
Political

A stable political environment, honored with the

title of City for Peace by UNESCO (1999)
The resolution on visa exemption for 13 countries
Government investment in tourism promotion and
heritage preservation
Economic

The successful control of Covid-19 and

enormous efforts to restore the economy
The affordable cost of living in Hanoi
Social-cultual

Numerous historical landmarks and a rich cultural

heritage with a myriad of traditions and festivals
Hanoi cuisine with vibrant flavors, fresh ingredients,
and diverse culinary traditions
Hospitable, warm and generous Hanoians

DẤU CHÂN HÀ THÀNH

MACRO
DẤU CHÂN HÀ THÀNH

ENVIRONMENT
Technological Environmental Legal

Various travel websites and Hanoi is a treasure trove of

Local laws regarding licensing,
apps for booking services natural beauty along with rich
safety standards, and
Tourism businesses can architectural heritage and
environmental conservation
leverage social media to historical landmarks
Government’s policies
attract more potential visitors Strenuous efforts to address
promoting green tourism
Tourists can research pollution and protect the
Heritage preservation laws
destinations before traveling environment to develop Hanoi
Visa regulations and
and share their experiences as a green and sustainable
immigration policies
online (WOM promotion) tourism destination
DẤU CHÂN HÀ THÀNH

SUPPLIERS Accommodation

Various types with different budget

levels: hotels, hostels, bed and
breakfasts (B&B), guesthouses...
Online travel agencies:
Booking.com, Agoda, Traveloka...
Transportation

Traditional types: airlines, railways,

buses, taxis...
Ride-hailing apps: Grab, Be,

MIRCRO
XanhSM...
Car, motorbike and bicycle rentals

ENVIRONMENT
 DẤU CHÂN HÀ THÀNH

SUPPLIERS
MICRO ENVIRONMENT
Attractions and Tourism support
Food and Beverage
entertainment services

Diverse types: restaurants, Historical sites: Hoan Kiem Lake,

street food vendors, bars The Temple of Literature... Tour guides
and pubs, teahouses and Museums and art galleries: The Interpreters and translators
coffee shops, bakeries and Vietnam Museum of History, Travel agencies and tour
dessert shops... Vietnam Fine Arts Museum... operators
Food delivery services: Craft villages: Bat Trang, Van Phuc...
Insurance
Amusement parks: Ba Vi National
GrabFood, ShopeeFood... Visitor information center
Park, Thien Duong Bao Son...
MIRCRO Teenagers & Young adults
ENVIRONMENT Age range: 18-25
Geographic: Viet Nam
CUSTOMERS ANALYSIS Family lifecycle: Independence/Coupling

Income: no-income, mid- Psychographics: Factors affecting

income, high-income - Looking for interesting & unique - Social Media Influencers and
Social media: Facebook, experiences when traveling Digital Content
Instagram, Tik Tok, - Technology tourism and digital experiences - Peer Recommendations and
Threads, Youtube, Zalo - Self-guided travel and small group travel Social Proof
Preferred channel Challenges: - Online Reviews and Ratings
- Social media: 9/10 - Financial Constraints - Visual Content and Aesthetics
- Website: 7/10 - Balancing travel aspirations with work or - Affordability, Safety & Security
- Traditional ads: 5/10 study commitments - Convenience and Ease of Booking
- Email: 7/10 - Safety is a significant concern - Special Offers and Discounts

DẤU CHÂN HÀ THÀNH

MIRCRO Adults with kids
ENVIRONMENT Age range: 25-40
Geographic: Viet Nam
CUSTOMERS ANALYSIS Family lifecycle: Parenting

Psychographics: Factors affecting

Income: mid-income,
- Looking for educational experiences for - Flexibility and Family-Friendly
high-income
their children, and creating lasting memories Policies
Social media: Facebook,
- Prioritizing family; Safety and Security - Kids’ interests
Instagram, Youtube, Zalo
- Family travel - Safety & Security, Affordability
Preferred channel
Challenges: - Reviews & Recommendations of
- Social media: 8/10
- Cost: Travel expenses can quickly add up friends, family
- Website: 7/10
when traveling with children - Social Media Influencers &
- Traditional ads: 8/10
- Child’ s care & entertainment Reviews
- Email: 6/10
- Balancing the parents’ entertainment with - Convenience and Ease of Booking
the care for children - Special Offers and Discounts

DẤU CHÂN HÀ THÀNH

MIRCRO Adults
ENVIRONMENT Age range: Over 25 years old
Geographic: Viet Nam
CUSTOMERS ANALYSIS Family lifecycle: Empty nest/Child-free

Income: mid-income, Psychographics: Factors affecting

high-income - Looking for exploration, Relaxation & - Personal Interests and Hobbies
Social media: Facebook, Leisure - Recommendations from Peers
Instagram, Youtube, Zalo - Connecting with partner/friends and Friends
Preferred channel - Solo/Couple/Group travel - Special Offers and Discounts
- Social media: 8/10 Challenges: - Travel Reviews and Online
- Website: 7/10 - Budgeting and Financial Considerations Resources
- Traditional ads: 8/10 - Health and Well-being - Bucket List Experiences
- Email: 6/10 - Convenience and Ease of Booking

DẤU CHÂN HÀ THÀNH

MIRCRO Foreign
ENVIRONMENT Age range: Over 20 years old

CUSTOMERS ANALYSIS
Income: mid-income, Psychographics: Factors affecting
high-income - Looking for Exploration, Cultural - Personal Interests and Hobbies
Social media: Facebook, experience - Recommendations from Peers
Instagram, Youtube, - Eco-friendly travel and Friends
Thread, Twitter - Solo/Couple/Group travel - Travel Reviews and Online
Preferred channel Challenges: Resources
- Social media: 9/10 - Budgeting and Financial Considerations - Bucket List Experiences
- Website: 7/10 - Health and Well-being - Convenience and Ease of Booking
- Traditional ads: 4/10 - Language barrier & Different Culture
- Email: 6/10 - Traffic and Transportation
- Currency Exchange and Payment Methods
DẤU CHÂN HÀ THÀNH
MIRCRO Business
ENVIRONMENT Example: Schools, companies...
CUSTOMERS ANALYSIS
Psychographics Factors affecting
- Economic efficiency - Budget
- Loyalty - Travel Reviews and Online Resources
- Has space/activities for team building - Special Offers and Discounts
- Small/Big group travel - Convenience and Ease of Booking
Challenges:
- Financial Constraints
- Big group
- Balancing team building activities with personal
experience
- Safety & Security
DẤU CHÂN HÀ THÀNH
 DẤU CHÂN HÀ THÀNH

COMPETITORS ANALYSIS 1. DIRECT COMPETITORS

Vietravel
Hanoitourist
3. ALTERNATIVE COMPETITORS
Best price
Home entertainment services
Local entertainment activities
2. INDIRECT COMPETITORS
Adventure tourism activities
Domestic tourist attractions
Independent travel
Foreign tourist destinations

4.POTENTIAL
COMPETITORS
Travel Companies Startup

MIRCRO
ENVIRONMENT
DẤU
CHÂN Strength
Weaknesses
Limited social awareness and
HÀ Geographical advantages
organization capacity
THÀNH Rich resources, wide range of attractions
Synchronous coordination between
Domestic and International corporations
central and local levels
Completed technology network system
Negative urban environment factors
Stability of social safety
Lack of own brand

S
SWOT W
Hanoi Tourism
Analysis
Threats
Opportunities
Competition between localities, regions
Enhanced image and position regionally
and countries
and internationally
Resource degradation and
Expanding and increasing scale
environmental degradation lead to
Strongly developed road and aviation
limited sightseeing and entertainment
transport infrastructure services.
Socialization of tourism services Inappropriate tourism products and

O services.
T
PART 3
MARKETING
STRATEGY
DẤU CHÂN HÀ THÀNH
 DẤU CHÂN HÀ THÀNH

Increase brand recognition

Marketing
Attract potential customers
objectives

OBJECTIVES
Enhance brand reputation

Creative marketing team

Target Resources
20 billion VND in revenue in User-friendly website platform
the third quarter of 2024 Revenue Capabilities Professional customer
care system

Achieve net profit target of Budget dedicated to

15% of total revenue in 2024 marketing campaign
Partnerships to ensure
competitive prices and
Increased revenue by 20%
service quality
from cooperation
Professional tour
management system
 DẤU CHÂN HÀ THÀNH
Segment 1: Demographic Segmentation
Age: 1-70
Gender: Unisex
Income:
+ Low income - middle income
+ High income
Ethnic background: culture, characteristic,...
Family life cycle:
Segment 2: Behavioral Segmentation + Independent
Occasions: + Coupling
+ Universal occasion + Married and parenting
+ Personal occasion
User status:

STP
+ Potential users
+ Users
Usage rate

S- SEGMENTATION
+ Heavy users
+ Medium users
+ Light users
 DẤU CHÂN HÀ THÀNH

T - TARGETING
S T P
Target Audience: Young tourists (aged 18-35)
This age group comprises the majority of travelers
They are at a life stage (establishing careers, forming
families) where they seek new experiences, aligning with
the campaign's goals.

P- POSITIONING
Position: Friendly and supportive companion
Competitive opponent: other tourist agencies in Hanoi; travel
agencies in other cities (Da Nang, Sai Gon,...)
Focus on upgrading experience and bringing comfort to customers
 DẤU CHÂN HÀ THÀNH

Main
services
PRODUCT
STRATEGY

Culture- Tours for

focused tour schools
around Hanoi
 SERVICE 1
CULTURAL TOUR
3 packages
1-day tour
2-day tour
3-day tour
Activities:
Visiting destinations
Experience traditional craft making
Camping
Experience Hanoi’s culture (cuisine,
nightlife)
Tours could be characterized based on
customer’s wish

DẤU CHÂN HÀ THÀNH

 SERVICE 2
SCHOOL TOUR
Divided by ages
Secondary students
High school students
Activity:
Visiting historical, educational destinations
Experience work of a farmer, craft maker
Teambuilding, games and performances
Worshipping at famous pagodas, temples for lucky exams

DẤU CHÂN HÀ THÀNH

CONTENT
With individual Passport, customers will be able to
stamp their "footprints" in each "color" of Hanoi. -
each specialty that only Hanoi has through
destinations, dishes, and unique experiences

STRATEGY
Spark Excitement: Generate buzz
with campaign visuals (passport,
Inform & Engage: Create valuable
user experiences) and influencer
content (youth journey, capital beauty,
collaborations.
experience diary) to attract and educate
the target audience. Drive Engagement: Encourage
interaction through comments,
reviews, challenges, and photo booths
to create a dynamic user experience.

Optimize for Visibility: Use relevant

Multi-Platform Reach: Distribute
keywords, compelling descriptions, and
content across various platforms
high-quality visuals with signature
(Facebook, Tiktok, Threads) with
campaign elements (passport, stamp) for
targeted advertising.
increased recognition.

DẤU CHÂN HÀ THÀNH

 DẤU CHÂN HÀ THÀNH

Passport for customers

During the journey of discovering
Hanoi, each visitor will have a
special individual passport,
which will record their
marks across several
intriguing detinations.

We are delighted
HANOI to capture our
VIETNAM
customers' lovely
f e rent
moments in this
w ith dif
Sea ls
ep r e se nt experience
colors r marks of
p ica l land
ty a p ital
th e C
 PRICING
STRATEGY
Dynamic pricing
Increase prices during peak seasons, holidays, special events,
and weekends
Lower prices during quieter months and weekdays
Adjust prices based on the booking trends of customers.
Penetration pricing
Initially, the prices are lower than competitors to attract a
large customer base and maintain a large market share
In the long run, the prices will gradually rise as demand grows
Economy pricing
The prices of tours are economical and highly affordable to
meet the needs of target customers, especially the young
with average or low income.

DẤU CHÂN HÀ THÀNH

Discounts and incentives
Referrers who share their referral codes
New customers

PRICING
Customers accumulating enough footprints will
receive vouchers or presents
Early bird discounts
Group discounts

STRATEGY
Package deals
Promotional events and flash sales

Additional considerations
Showcase all value-added services
included
Collaborate with reputable
businesses for discounts and
bundled packages
All pricing information is
transparent

DẤU CHÂN HÀ THÀNH

 MULTI- COMMUNICATION
CHANNEL STRATEGY
Good UI, user friendly
Clear information
Customer care service
Online booking

Website Social Media

Facebook Instagram TikTok
Funny and Purely visual platform The most effective
One of the most effective way
recreational content Photos and stories platform to reach
Pushing potential leads to
Diem Thong Nhat and about Hanoi Millennials and Gen Z
customers’ decision
Hoa Lo Prison Consistent 2 ways: influencer
Help speed up decision
To raise brand characteristics marketing and affiliate
process
awareness marketing
Email Help reach huge amount
of potential customers

DẤU CHÂN HÀ THÀNH

SALE PROMOTION Discount

Coupons, vouchers
Early-bid, first-purchaser discounts
Newly-introduced-customer
discounts

Product Bundle and BOGO

Product bundles give customers a

reason to buy a larger variety of
products
Free service added may help
promote the business through
DẤU CHÂN HÀ THÀNH words of mouth
QUARTER BUDGET

Bali
 DẤU CHÂN HÀ THÀNH

ASSESSMENT OF CAPABILITES AND RISKS

Capabilities Risks
The internal capabilities that need to be assessed: Potential risks that need to be evaluated:
- Human Resource - External risks:
- Finance + Market fluctuations, changes in legal policies,
- Marketing and sales economic crises, natural disasters,...
- Research and development (R&D) + Competitor activities.
- Other capabilities - Internal risks:
+ Financial risks, human resources risks, technology
risks, operational risks.
+ Risks to brand reputation.
Some of the typical risks:
- Lack of staff in peak seasons
- Uncontrollable number of customers
- Lack of customers
- Lack of capital
CONTACT US
+123-456-7890

www.dauchanhathanh.travel.com

207, Giai Phong Road, HBT, HN

THANK YOU
www.dauchanhathanh.travel.com