INDIVIDUAL ASSIGNMENT

Full name: Pham Quang Hung

MSSV: DS180203
Course: Digital Marketing Strategy(DMS301)
Instructor: Nguyen Tran Ha Linh
A. Marketing in Digital World
 4Ps
1. Product
- Five product Level Model (5 level): provides a view of the different levels of demand that
customers have for a product such as: key benefits, general products, expected products,
complementary products, and potential products.
+ Core benefit: basic needs or wants that customers satisfy when they buy products. Grab meets
the basic needs of customers, which is to meet the needs of transportation conveniently and
quickly.
+ General product/ basic product: showing all the features of a product.At this level, Grab has
provided customers with basic features such as booking a car on the app, tracking the journey
and payment.
+ Product expectations: These are expectations when they buy and use products. Grab has met
expectations by providing transportation services, also providing delivery services, ordering Grab
Food, providing promotions for customers.
+ Additional products: all additional factors that make a product different from competitors.
Grab has added a feature to view information and evaluate driver quality. In addition, customers
can choose and exchange the price of the trip on the app.
+ Potential product: is the expansion and transformation that the product may have to undergo
in the future. : (Personal view) Grab is researching and developing new products such as self-
driving cars, Grab buses and drone delivery.
- Customer co-creation: Customers are involved in stages from idea formation, product/service
characteristics evaluation, to communication. Ex: LEGO Ideas is a platform that LEGO uses to
allow the LEGO community around the world to propose and vote on new ideas to become true
LEGO products that create environments for customer interaction. Like Lego, Mandarin, Yin,
Bodhisattva...
- Sharing economy is the economic model by which activities of buying, providing or sharing
access to goods and services are based on a peer-to-peer network, usually provided by
community-based online platforms. Ex: Grab has shared the economy by sharing its resources
among all drivers to increase driver resources to respond promptly to customer needs.
2. Price:
- The Tripod pricing: is a pricing strategy based on three factors: price based on cost, price based
on competitors, price based on value.
+ Cost plus: price based on production cost plus a desired profit.
+ Competitor prices: prices of similar products or services from competitors.
+ Market-based price: the price of a product or service is based on the value it brings to
customers.
 Ex: Apple launches an iPhone product with a production cost of $ 500 with the expectation
of a profit of 50%, then the selling price of the iPhone will be $ 750.So compared to
competitors Samsung, Apple will offer a price equal or lower than the competition to attract
customers. However, the price must be appropriate and reflect the functions and values that
the iPhone brings.
- Pay what you want (PWYW) is a pricing strategy that allows customers to offer a price for the
product they want to buy, even zero. Ex: In 2007, the band Radiohead released the album "In
 Rainbows" for free on their website. Fans can download the album without paying anything, but
they also have the option of paying a price of their choice to support the band.
- Freemium is a business model that combines "free" and "premium". Ex: Spotify music
application allows users to listen to music for free with ads and to want to listen to unlimited
music and without ads, users will buy premium to experience the full utility of Spotify.
3. Place
- Direct: + Physical distribution: location is used for corporations with a strong financial
background and they are used to position the brand and familiarity with customers. Ex:Vinmart
has built many stores in multiple locations that can be in the same area to help buyers
conveniently buy goods and is a way to create familiarity and identity for customers.
- + Electronic distribution: helps to find products or services simply through platforms, the
internet .. Ex: At Vinmart, customers can search for product information or order through the
Vinmart app to find information and save time.
- Indirect: Intermediate.Ex: Customers can order food through Grab instead of buying it directly at
the store.
- New retailer is an adaptive business model that puts the customer at the center by combining
technology, commerce and logistics. Ex: Shoppee is one of the new retailer models. Customers
can search for products on many different stores and buy according to their preferences. Sellers
save a lot of costs when applying this model.
- Self-manufacturing: with typical application of 3D printing. Ex: In medicine, people use 3D
printing technology to print skin, bone, tissue, pharmaceutical products and even human organs.
4. Promotion:
- IMC tools: are methods and communication channels used to convey marketing messages
consistently and effectively to target customers. Ex: Grab in addition to advertising through
media channels, newspapers,.. it also advertises through brand recognition coverage through
uniforms, banners in buildings and on the media.
- User-Generated content (UGC): is exclusive content created by customers, related to the brand
and posted on a variety of platforms. Ex: Starbucks – Starbucks White Cup competition.
Starbucks encourages customers to unleash their creativity by decorating white cups
emblazoned with its logo and taking photos and sharing them on social media with hashtags
#WhiteCupContest produced in limited quantities.
- Doppelganger Brand Image (DBI): is a collection of negative images and stories about a brand
that are handed down in popular culture. Ex: "McCancer" is a dual brand image parody of
"McDonald's," implying that fast food consumption may be linked to cancer risk. This image uses
a hamburger with a tumor on it to strongly show this connection.
B. The Digital Marketing Revolution
 4 Possiblities:
- Digital dominance is when the benefits of digital outweigh the benefits of analog. Ex: Instead
of buying tickets to watch music, users can listen to music through Spotify, Youtobe ...
- Analog Resistant: when the benefits of analog outweigh the benefits of digital. Examples of
banh chong, banh tat.. without Digital, it is still known as consumption.
- Analog and Digital synergy: is a combination of analog and digital that creates synergy.
Customers can refer to the price on the website, e-commerce platform and then go to the store
 to buy. Ex: About Showroom, customers can search for product information on the website or
Fanpage before buying at the store.
- Analog Transformation is the transition from traditional modes of operation (analog) to modern
(digital) modes. Ex: Specifically, the online learning platform Coursera, which is a gradual
transition from face-to-face classes to online.
C. Digital Media and Marketing Principle
- Target audiences: are individuals or groups that consume media content.Categorized based on
geography, demographics, psychographics, or behavior.Ex: Apple uses storytelling to portray its
image as a disruptive and innovative brand with a "Think Different" mindset that stimulates the
curiosity and engagement of its target audience.
- Programmatic Advertising: is a digital marketing method that automates advertising through the
use of programming algorithms to buy and manage online advertising campaigns. Ex: Amazon
uses programmatic advertising to serve personalized ads to users based on their browsing and
purchase history.
- Real-time Bidding: is an automated real-time auction that takes place in open advertising
exchanges to buy and sell digital ad impressions. Ex: a frequent internet user uses Cốc Cốc to
access financial sites. At a certain time when this user opens the browser, Cốc Coc's banner
auction system will check how many banners are trying to display ads to this user.
- Search Marketing is a marketing strategy that uses search engines to attract potential customers
to your website or app. Ex: Shoppee cooperates with Cốc Cốc in the event "9.9 Super Shopping
Day" displaying advertising information when opening Cốc Cốc.Help increase awareness and
receive event information for customers.
- Social Media Marketing: is a part of Digital Marketing that uses social networking platforms to
engage customers thereby creating awareness, building brands, increasing website visits and
driving sales. Ex: Biti's Hunter with the "Go to Return" campaign on Facebook uses images of
young people traveling to convey a message of self-discovery. Partner with KOLs on Instagram to
promote your products.
- Marketing Attribution: is the process of identifying and evaluating the impact of each marketing
channel in the customer conversion journey. Ex: Durex's #Connect campaign focused on TVC and
YouTube platforms and achieved staggering numbers. 3.9 billion views, 62 million views on
Youtube
- Mobile Marketing is the process of marketing and advertising to consumers using smartphones
and tablets. Ex: F&M fashion company launches mobile marketing campaigns on TikTok and
Instagram to increase brand awareness and attract new customers. They create creative fashion
videos on TikTok and use paid ads to reach their target customers.
- Location-based marketing: is a form of marketing that uses information about the location of a
company or business to plan and display appropriate advertising based on the geography of
consumers. Traveloka uses location data to personalize the experience. It uses location data to
personalize the customer experience. Ex: When potential customers access the Traveloka app in
Da Nang, the app will automatically display suggestions of popular tourist destinations and
hotels in Da Nang.
- Conversational Marketing is a new and exciting form of marketing that helps you connect and
interact directly with customers through conversations. Ex: Traveloka will provide chatbots,
virtual assistants or support staff via zalo, SMS to advise and provide services.
D. Digital Media and Marketing Strategy
- Target consumers: is the group of people that businesses want to target and focus their
marketing and sales efforts to attract, convert into customers and retain them. Ex: Amazon
always clearly understands and reaches its target audience to optimise sales.
- Online Advertising: is the use of the internet to convey advertising messages to the target
audience. Ex: When the iPhone 15 launched, Apple advertised with videos about the product on
youtube, facebook, tiktok.
- Search optimization (SEO): is the process of optimizing a website or online content to improve
its position on the search results pages of search engines such as Google, Bing,.. and other
search engines. Ex: Gadget Flow implements an SEO strategy to increase organic traffic and
increase visibility on search engines.
- CRM And Marketing Automation: is an approach to manage a company's interaction with
current and potential customers. Ex: For Vinamilk, CRM helps store and classify customer
information. Vinamilk will use CRM to send email notifications about promotions and incentives
to customers.
- Online video marketing: is a form of marketing that uses video to promote products, services or
brands on online platforms such as YouTube, Facebook, Instagram, TikTok ,.. Ex: Coca promoted
the entertaining video "Share a Coke" that has garnered more than 80 million views on YouTube.
This video is highly entertaining and encourages viewers to share it with friends.
- Social Media Marketing Strategies: are strategies used to promote and market products,
services or brands through social networking platforms such as Facebook, Instagram, Twitter,
LinkedIn, and others. Ex: Coca Cola is a well-known brand in the market.In order to cover the
brand and reach potential customers, it has created attractive content, videos, events to increase
interaction and collect customer information.
- Buzz & Influencer Marketing: is a word-of-mouth marketing strategy aimed at creating virality,
buzz in the community about a product, service or brand. Ex: Aba laundry detergent is known for
its unrelated strategies of building unrelated content.This created buzz and buzz among the
press and consumers about that campaign.
- Big Data: is a collection of information and data with large volume and complexity. Ex:
companies can rely on information from Big Data to analyze behaviors, interests, trends to create
campaigns, products or services aimed at customers.