INTRODUCTION

Internship Context

Internship Background

Social Media Marketing is a great field to find growth in Industry 4.0. This is also a major that helps
promote the knowledge I have learned at the University of Economics Ho Chi Minh City (UEH).

After a period of exploration and research, I am very honored to be able to intern at the position of
Media Intern at Lua Chau Co., Ltd., under the guidance of Ms. Ho Thi Quynh Nhu as the Media
Leader at the company, I have been able to accumulate professional experience and analytical ability,
handle their problems related to social marketing

Besides, with the enthusiastic help from Ms. Duong Ngoc Hong, I also completed my internship
report. Therefore, I try to finish my report as well as I can.

Internship Period: August 01 - October 13

Reason for choosing the topic

Today, marketing is an integral part of how companies can come up with the right strategies to bring
business profits. With the rapid development of the internet and smart mobile devices, social
networking platforms such as Facebook, TikTok, and Instagram also have an important position when
companies think about marketing strategies. Therefore, a social marketing strategy can bring a
spectacular breakthrough to be able to brand, high profits for businesses or even expand the market.
In fact, this is also the reason that social marketing is especially important for companies today in the
country and around the world.

For international business, social media marketing is even more important when it can expand many
avenues to reach customers, generate more leads, and reach the end point. For some businesses
today, social marketing is a step for them to implement global business strategies, reach new
customer sources, thereby expanding the scale of their business.

This is a major that deserves attention by businesses because of its practicality and high efficiency in
today's business field.

Scopes of study

Objectives: Analysist and optimize the digital marketing which used on platform Facebook strategies
of retail industries.

Period: From August 1 to October 13

Method

Quantitative data from social marketing analytics tool as Karma.

Qualitative data from the internet, and information which companies provide.

Outline

The research includes 3 main chapters:

− Chapter 1: Overview of Asia Flame Company

− Chapter 2: The current state of social media marketing in the retail industry
− Chapter 3: Recommendations

Chapter 1. Overview of Asia Flame Company

1.1. About Reputyze Asia Co., Ltd.

1.1.1. Basic information

Full name: Asia Fire Co., Ltd.

International Trading Name: Asia Flames Company Limited

Abbreviation: AFCL

Tax code: 0315089499

Address: 72/24 Phan Dang Luu, Ward 5, Phu Nhuan District, Ho Chi Minh City

Legal representative: Ms. Duong Thi Phuong Dung

Brand Name: Reputyze Asia

Phone: 0903 98 38 11

Website: http://reputyze.asia

Logo:
1.1.2. Formation and development process

Asia Flames Company Limited – established on June 4, 2018 by Mr. Doan Thai Kien as
the Chief Executive Officer (CEO) and Ms. Duong Thi Phuong Dung as the legal
representative.

After more than five years of establishment and development, Asia Flames is gradually
affirming its position in the field of research as well as Internet communication. Asia
Flames has been a strategic partner for companies such as HMD Global (owns the right to
sell all types of phones and tablets under the brand name "Nokia"), Fast Delivery, MM
Mega Market, Becamex IDC, Grab, Pigeon Vietnam, Pharmacity, etc.

1.1.3. Vision, mission, core values

1.1.3.1. Eyesight

As a digital advertising and media company based in Ho Chi Minh City, Asia Flames with
the vision of becoming an innovative and creative advertising communication company
Asia's leading digital technology with professional services in Brand Reputation
Management Online and Digitalization of Communication & Camp; Marketing.

1.1.3.2. Mission

Asia Flames was established with the mission of creating brand reputation, the company
always strives to establish and protect the brand position of customers on the Internet.

1.1.3.3. Core Values

The company always strives to establish and protect the brand position of customers on
the environment Internet school by:

- Establish brand reputation on the internet

- Listen and follow brands online

- Prediction, risk management & camp; brand reputation crisis

- Brand engagement in greater relationships with customers and influencers

- Nurture the brand throughout its lifecycle effectively

1.2. Organizational Structure

1.2.1. rganizational structure and personnel situation

Figure 1.2: Organizational structure of Asia Fire Co., Ltd.

(Source: Company Internal)

Date of establishment: 04/06/2018

After more than five years of establishment, up to now, the company has about 20 official personnel,
more than 30 trainees, apprentices, and collaborators, ...

A number of policies to attract and foster personnel such as: training, fostering personnel for long-
term development, cohesion with the company, competitive salary and bonus policies, building
marketing training courses for internal employees with real situations, building and developing a
team of managers, etc development orientation and career ranks, ...

For the long-term development orientation of human resources, the company builds the most solid
accounting department to be able to directly manage projects and at the same time support other
 specialized departments as well as be able to advise and support customers as best as possible. At
the same time, focus on developing the Planner department to manage projects and plans in the
most efficient and efficient way.

1.2.2. Functions and tasks of departments in the organization

1.2.2.1. Chief Executive Officer (CEO)

- Responsible for managing and administering all general activities of the company.

- Organize the development, implementation and evaluation of the company's business

results according to the plan.

- Propose, direct the implementation, directly participate in developing, supplementing and

completing mechanisms, policies, regulations and professional processes of the company.

- Carry out organizational work according to the company's regulations.

1.2.2.2. Finance & HR Department

- Human Resources Administration Department: responsible for recruitment, human

resource management and building company culture.

- Accounting Department: declaring and paying taxes, recording, collecting, processing

and archiving invoices and accounting vouchers, managing and monitoring social
insurance, health insurance, unemployment insurance, salary payment.

1.2.2.3. Account Department

- Project participation: Participation throughout from the stage of receiving draft

requirements from customers, bidding for ideas to project execution. Participate in the
development of the competency profile for the project.

- Budget management: Participate in budget management, profit and loss, progress, time,
quality and customer satisfaction every day.

- Report: Submit regular reports on the project situation in detail and detail. Work with
clients when there is a change in requirements or feedback on the competency profile.

1.2.2.4. Planner Department

 - Strategize: Collect and clarify requirements from customers and thoroughly
understand those requirements. Identify the right strategic solution & creative
direction for the creative department. Establish strategic (and well-formed)
communication proposals. Work with the Account department and the Creative
department to win the project.
- Develop proposals: Establish strategic (and well-formed) communication
proposals. Participate in internal projects and handle paperwork together with other
project members and assist the team in strategic analysis on other assignments.

1.2.2.5. Creative Department

- Develop creative content and visuals to form a communication profile for new
project tenders and key clients. Build creative content and visuals for projects.
- Analyze and report on the progress of campaigns and proactively handle them with
the aim of developing the current strategy, identifying and optimizing growth
opportunities. Suggest ideas on how to improve your campaigns, effectiveness, and
future impact through channels.

1.2.2.6. Tech Department

- Take overall responsibility for all technical activities related to the project. Choose tools,
find solutions before and during software development.

- Manage technical-related activities such as training, review, and supervision, to ensure

that the development team writes code and documentation in accordance with the specified
system requirements.

- Apply best practices to improve the process and quality of software at all stages such as
development, testing, deployment, and conversion.

1.2.2.7. Data Department

- Process data and complete project comment reports. Collect and analyze system
requirements and propose optimal integration solutions, ensuring detailed support for the
proposed architectures.

- Work closely with the software development team as well as customers and stakeholders
to support the software development process, requirements presentation meetings, and
training on software knowledge and features.
1.3. Services provided by the company

1.3.1. Strategic Consulting

- Crisis management, brand reputation

- Digital Marketing Transformation

- Innovative application of digital transformation technology for marketing

1.3.2. Digital Marketing

- Digitally integrated communication plan

- Social Listening & Research Solutions

- Managing social influencers

- Campaign development & management

- Plan and book media

- Manage social media sites and community management packages

1.3.3. Technology & Production:

- Digital asset production (web & mobile)

- Manufacturing of digital communication media

- Develop and integrate digital platforms

1.3.4. Branding & Creative:

- Brand strategy and development

- Innovative design

- Content development

1.4. Business Situation and Performance

Table 1. The Asia Flames’ business operation

 Year 2021 2022 2023
Revenue 13.385.972.003 14.012.713.704 14.656.060.727
Cost 12.994.818.462 14.099.485.648 14.157.521.827
Profit 391.153.541 (86.771.944) 498.538.900

_ Comment: The company achieved positive growth through 2021 and 2023, but in 2022
there was a negative growth rate, the company's growth rate over the years was not high and
remained at a stable level.

_ Reason:

+ In 2021, achieving growth because this is still in the period when the economy has not been
affected by any external impacts, the profit earned is not significant

+ In 2022, negative profits due to the resurgence of the covid-19 pandemic, deteriorating the
economy of the whole world, at the same time, the global inflation level also increased,
leading to difficulties in doing business

+ In 2023, profits have improved markedly, even higher than in 2021, although profits are not
too high compared to 2021, but it also shows that the company has taken practical actions
to recover business during this difficult period.

Chapter One Summary

Asia Flames Co., Ltd. has been established for a long time and has a solid position in the
market. With a variety of services provided, this is a place where you can develop and
orient yourself. For me personally, being an intern at Asia Flames is an honor and a blessing
because I can accumulate a lot of knowledge and experience.

Chapter 2. The Current State of Social Media Marketing in the Retail Industry at Asia Flames Co., Ltd.

2.1. Theoretical Basis Overview

2.1.1. Social Media Marketing

Social media marketing (SMM) is a kind of internet marketing that utilizes social networking
websites as amost related: what's the fundamental purpose of advertising and an public
adapt your business with our website? With SMM, you make use of these platforms to be
able to connect with your target audience via content material which is usually inside
variety of posts, images, videos, livestreams and this may also just take the type of driving
paid ads.

Social media marketing activities usually involve the following;

Publish Interesting & Useful Content.

Involving commenting and direct messages with customers.

Paid ads should come to mind, targeting the perfect people.

Measure tools to analyze user behavior and optimally utilize them for your marketing
strategies.

Improving visibility using social media marketing

Create a large target customer base: With millions of users on social media platforms,
businesses can reach their desired audience without breaking a sweat. More Available to A
Global Audience- SMM not just concerning geography but is also used by businesses to get
in touch with international customers without paying what old marketing would cost.
Enhance brand awareness

Enhance brain awareness: Brands, through frequent social media use, make it easier to get
impressions from consumers and develop their brand recognition. Because it extends the
reach of visual content, videos and messages are better able to circulate and remind both
new and existing users who come across the brand in shopping situations.

Drive People to Engage and Connect with Customers: Businesses can market their
products and communicate with customers through social media. Customer responses
and comments, questions and answers or simply comments can all be used to generate a
long-term relationship with them implying closeness and trust in the view that you have
chosen to communicate.

2.1.2. The Retail Industry and the fundamental of Social Media Marketing in Retail Industry

2.1.2.1. The Retail Industry

Today, the retail industry is the most dynamic and competitive sector in our economy. This
includes delivering goods directly to consumers, either through brick-and-mortar stores or
increasingly through online Ecommerce channels. Digital technology is rapidly growing,
and customer behaviors are changing, which is why retailers must look for new, innovative
ways to reach their customers before the competitors do. Social media remains one of the
best tools to achieve this.

2.1.2.2. The fundamental of Social Media Marketing in Retail Industry

Enhanced Customer Engagement

Retailers can communicate with customers directly through Facebook, Instagram, TikTok
and Twitter. With the help of posts, comments and messages, retailers can interact with
their audience, solve queries and reply to feedback in real-time. This two-way
communication helps to further connect with your customers, develop brand loyalty, and
build relationships.

For brand awareness and visibility

Retail branding is very heightened with the social media. This is where platforms come in
handy—they enable businesses to tell their stories, display products, and promote deals
to a wide audience. This is because something like visual images or creative videos will go
viral and people get a million opportunities. Brands that are there day in and day out on
social media become ingrained in consumer's minds, making it more likely a purchase will
result from the relationship.
Targeted Advertising

Social media is one of the best platforms capable of serving hyper-targeted ads.
Advertisers can craft campaigns that target different audience groups and their purchase
behavior, interests etc. This helps in targeting the right audience with marketing
campaigns, thereby improving conversion and maximizing ad spending.

Influencer Marketing

In the retail sector, for a few years now influencer marketing has been an increasingly
popular trend. Social media influencers (those celebrity status individuals who have very
large followings and are super engaged with them) work to partner with big brands offering
all kinds of products. They are authentic and resonate with other consumers, which means
that they can drive considerable traffic through good old-fashioned word-of-mouth
advertising, but on a vast scale.
Insight From Customers

Social media, we are sitting in a goldmine of customer information. Analytics can provide
retailers with information on what their customers like, how they shop, and what they
think. Retailers can use this data to improve their products, marketing, and customer
service. Further, by listening to social platforms for consumer feedback retailers can
implement changes that are needed to address customer needs in a more efficient
manner.

Driving E-Commerce Sales

Certainly, now a days social media is one of the Major factors driving buying online. Most
platforms have now incorporated e-commerce functionalities like “Shop Now” buttons or
in-app purchase options, allowing the consumer to order and receive products directly
through social media. This should be capitalized by retailers through promotional content
on new collections or special deals for social media followers.
Competitive Advantage

Social media can provide a useful edge in the retail market that is constantly competitive.
Brands that use these platforms correctly can set themselves apart from the competition,
discover new customer groups, and more easily adapt to emerging trends in the market.
Not being on social media is tantamount to ceding valuable territory to more web-
entrenched competitors for a retailer.
The Comparation of Traditional Market and Social Media Market in Retail Industry
Table 2.1. The Difference between Traditional Marketing and Social Media Marketing

Aspect Traditional Marketing Social Media Marketing

Facilities TV ads, magazines, Email, Websites, Social
billboards Platform
Engagement Low direct engagement More options for customer
from the consumers, to feedback or comments,
monologue exchange
Capability Imprecise More accurate
measurement via tools
such as Google Analytics,
Facebook Insights
Cost High Flexible
Reach Geographical areas and On-demand, worldwide,
broadcast times targeted correctly
Spreading speed Dependency on broadcast Longevity and scale through
schedules or print dissemination
circulation
Personalization Difficult to personalize Simple to personalize
advertising messages, ads can be
adjusted for individual
behavior and interests
Customer Engagement Passive, customers can Active interaction in
hardly communicate discussions and experience
variety

Not being part of the current digital fad is perhaps the last survival trick for the retail
landscape today. As such, it is a staple for brand awareness, customer engagement and
conversions. They are by far the most convenient and cost-effective means of placing
yourself where your audience is, tracking market changes, and keeping up with
competition. So, in a nutshell, social media is now part and parcel of the retail lifecycle.

The current situation of customer in the Retail Industry of Asia Flames Company
An overview of MM Mega Market
Figure 2.1. Logo MM Mega Market

MM Mega Market — one of the leading wholesale and retail businesses in Vietnam, offering
to supply goods categories from food & beverage, household goods and electronics to
apparels. Founded in 2002 as a subsidiary of Metro Cash & Carry, the company was re-
branded for MM Mega Market in 2016. MM Mega Market, which offers quality goods at fair
prices, is tailored to meet varied demands of individual customers and businesses. Over
the years, MM Mega Market has built a strong capability in multi-channel retail, through its
network of stores and significant presence online. According to Vietnam Report, MM Mega
Market was in top 10 Reputable Retail in 2023.
Figure 2.2. Top 10 Reputable Retail in 2023 (Vietnam Report)

2.3. MM Mega Market Analytic

2.3.1. Types of Content

MM Mega Market uses a combination of content on social media to target different

segments of customers.
Promotions & Deals: They post regular discounts on items; bulk-buy offers and retailer–
guided promotions that are good for both professional buyers and shoppers. To attract
value and convenience customers, this content is a must.
Figure 2. The promotion of MM Mega Market on Facebook

Recipes & Cooking Ideas: As a source of quality food products, MM Mega Market publishes
interactive cooking rubrics and video tutorials on the dishes prepared with ingredients
from their stores. This content offers value to both home chefs and professional cooks,
attracting leads to their fresh food and grocery sections.
Figure. A cooking tutorial video

Health and Safety Tips: Alongside the health and safety announcement through various
channels, MM Mega Market continually shares tips on food safety, product conservation as
well as sanitation process to offer reassurance about the quality and freshness of their
products.
Figure. The product which provides multifidous vitamin

Specific Seasonal and Holiday-Related Content: Each holiday or festive season is thought
for MM Mega Market sectors are always setting up themed content about special product
lines, new recipes should be cooked on that occasion and discounts only with the event.

Figure.
Personalization and Game: MM Mega Market is very interested in membership programs, a
need to win minigames to enhance the customer experience. The version of MM's Project
M-card is a program that makes sense for today's customer needs if it can cater to loyal
customers, improve personalization across the board and desire to keep going with the
product.

2.3.2.
Figure. Promotion program for M-Card members

2.3.2. Customer

Most of MM customers range from 24-60 years old (basically are MM TA). This group of TA
often uses social media platforms like Facebook, TikTok, Instagram and Youtube. Target
groups: (modern family, extended family, business customer) – by MM. Having preferential
policies, price competition, events and personalized projects MM wants to earn on B2B as
well as on B2C.

2.3.3. MM’s Competitor in Social Media Marketing

MM được xếp hạng thứ 4 trong Bảng top 10 doanh nghiệp bán trong chuyên ngành siêu thị
Việt Nam theo Vietnam Report. Dựa theo dữ kiện này, có thể liệt kê ra một số các thương
hiệu cạnh tranh đáng chú ý của MM bao gồm: AEON Mart, Saigon Co.op, BigC and GO!
Mall.

Table 2. Bảng đánh giá chiến lược Social Media Marketing

 Aspect AEON GO! Saigon Big C MM Mega
Co.op Market
Content Product Promotions Promotions Promotions, Fresh
Focus showcases, CSR, food, bulk
recipes, health community offers,
focus recipes

Engagement High Moderate Moderate High Moderate

Engaging Post High Moderate Moderate High Moderate
Collaboration Regular Sometimes Sometimes Often Hardly
with
Influencers
Advantage Nice content Promotion Sales, Community Bulk-buy,
Voucher Drive fresh food,
voucher
Disadvantage No primary Man Limit Little foreign Few
promotion amount of reach lifestyle
content

2.4. Current status of MM Mega Market

2.4.1. Current MM’s Social Media Marketing status

MM Mega Market has made great strides in connecting with customers via platforms like
Facebook, Instagram, YouTube and TikTok. Its current social media strategy includes:
- Bulk-buy deals and discounts
- Displaying the freshest productions of food and quality groceries.
- Recipes and Cooking Tricks
- Corporate social responsibility (CSR) activities
Different from competitors, where the content is more engaging and personalized, MM
Mega Market has trouble keeping the momentum going when it comes to these types of
transactions.

2.4.2. MM Mega Market’s Needs

- Take MM in a better position in the Retail Industry.

MM Mega Market has to compete with local and international retailers such as AEON, GO!,
Big C, and Saigon Co.op. Even just to stay ahead MM must continue innovating, especially
in their marketing including the digital and social media world. There are 2 effective
methods for MM’s Social Media Marketing:
Target a wider base: Take its coverage outside of the core audience and introduce itself to
younger, online consumers.
Brand loyalty — Use personalized content to drive customer engagement and foster long-
lasting relationships that will make your customers come back for more.

- Enhancing Customer Engagement

In the context of digitalization becoming increasingly common, MM Mega Market needs to

concentrate on:
Interactive Content: Sharing recipes, user-generated blogging, live streaming events
(utilizing online as an extension of on-premises), etc. to enhance you customer interaction.
Interactivity Fostering: Taking up customer feedback, comments, and questions with a
quicker audience response time

- Increase brand awareness and differentiation

In a crowded marketplace like Vietnams, MM Mega Market must clearly articulate its
strength as:
Call Out Fresh Foods: Its food offerings are already fresh and that it is a premium
experience, however, the sustainability element can be also tied in to attract yuppy
customers.
Improve Visibility of Corporate Social Responsibility (CSR): Greater visibility of MM's CSR
initiatives like backing local producers or sustainable sourcing, can help enhance brand
reputation.

2.5. Project Methodology and Step by step execution