Digital marketing plan - Bazooka restaurant 2015

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DIGITAL MARKETING PLAN 2015Customer: Bazooka Restaurant

CONTENT

1. ONLINE MARKET OVERVIEW

2. CUSTOMERS BEHAVIOR

3. COMPETITOR ANALYSIS

4. TARGET & PLAN STRATEGY

5. ONLINE MARKETING CHANNELS

6. BUDGET & KPIs

ONLINE MARKET

OVERVIEW

Online Market Overview

92.477.857

36.140.967

TOTAL POPULATION

INTERNET USERS

31% 69 %

39%

URBANRURAL

Access devices

Mobile

Desktop

Laptop

56%

81%

47%

Access times

Mobile : 1 hour 43 minutes

Desktop : 4 hours 37 minutes

& Laptop

Source: Wearesocial.net

Internet market size in Vietnam


38%Social media penetration as a

percentage of the total population

2h23mAverage time social medial user

spend on social media each day

58%Percentage of mobile users using

social media apps on their phone


97%

81%

76%

34%

95%

67%

45%

16%

22%

8%

18%

5%

All social network

Faecbook

Google +

Twitter

Linkedin

Pinterest

1st Social network in Vietnam

Top Social Network in Vietnam


Source: Comscore Media Matrix

691 online videos

viewed per second

90% internet users

view online video

1st video entertainment channel in Vietnam

Top Video Network in Vietnam



20% 97% 95% 60%

Smartphone penetration

as a percentage of the

total population

Smartphone user searching

for local information via

their phone

Smartphone user

researching products via

their phone

Smartphone who have

made a purchase via their

phone

Mobile market trends in Vietnam


Source: Google Trend

Trends search keywords "a", "b" have tended to

increase from 2009 until now

These keywords tend to increase in 2015

Search trends about Restaurant


Source: Keywords planner

Total monthly search volume about restaurant > 130.000

The average monthly searches of keywords are quite large

Search capacity in Vietnam

CUSTOMERS BEHAVIOR

Primary Customer

Socialization Group Age: 23 - 45

Income: A,B

Gender: Male & female

Interest: enjoy meeting, gathering

with friends, chatting…

Business Group Age: 27 - 45

Income: A, B

Gender: Male

Needs: Regularly meet partners

to discuss work

Who is our customers?

Secondary Customer

Group, family Age: 22 - 35

Income: A,B

Gender: mainly women

Interest: Shopping, cooking, surfing

web, taking care family…

Primary Customer

Socialization & Business Group

Where do they search information mainly?

Google.com.vn

Which forum & website do they often visits?

News website: VNE, Dantri, baomoi, vtc

Forum: webtretho, lam chame, Tinhte, Voz, Vnzoom…

Where do they often have entertainment?

Video on youtube

Social Network Facebook

Entertainment website like games, funny site…

What do they often do on mobile?

Check mail

Web surfing

Playing games

What do they often do when online?

Secondary Customer

What do they often do when online?

Family Group

Where do they search information mainly?

Google.com.vn

Which forum & website do they often visits?

Shopping website: hotdeal, lazada, zalora, sendo,…

Forum: webtretho, lam chame, eva.vn, meyeucon.org.…

Where do they often have entertainment?

Video on youtube

Social Network Facebook, secret group for female…

Entertainment website like games, funny site…

What do they often do on mobile?

Check mail

Web surfing

Playing games

Purchasing Decision Making

Space &

Decoration

Quality of

services &

products

Promotion

& Price Location

Location, Promotion & Price are now the 1st factors that new customers concern,

after they come and try it, quality of services, space & decoration are the reasons

that they have decision to come back or not.

FOR NEW CUSTOMERS FOR MAINTAIN CUSTOMERS

COMPETITOR ANALYSIS

Online Brand recognitionCompetitors

From Brains Daiviet JSC.,From Golden Gate., JSC From Golden Gate., JSC

38500 29900

5310

378000

25400

50000

100000

150000

200000

250000

300000

350000

400000

Vuvuzela beer Legend beer Bazooka beer City Beer Sư tử Beer

Vuvuzela beer Legend beer Bazooka beer City Beer Sư tử Beer

Brand “City Beer” was searched highest but this

brand not used in Vietnam, the city beer station in

Vietnam was not search like this

Vuvuzela seemed to be stood over other brands

as it was searched highest (nearly 8X

compare with Bazooka), many customers

knew this brand already.

The next brand is Legend beer, Bazooka Beer &

Sư tử Beer were search lowest

Online Brand recognitionGoogle index

Source: Google.com.vn

399657

5400

198 1214 48 74 2248

0 0 0 0 023 96 41 0 10 0 0 0 00

1000

2000

3000

4000

5000

6000

dantri.com.vn vnexpress.net baomoi.com vietnamnet.vn 24h.com.vn

Vuvuzela Legend beer Bazooka beer City beer Sư tử beer

10X – 100X Vuvuzela brand was promoted via PR online

a lot, especially on baomoi.com

Other brand like Legend beer has

promoted on PR also but not frequently like

Vuvuzela, and the left brand seem to be not

on PR

Online Brand recognitionPR Online

Source: Top news website in Vietnam – Google.com.vn

Vuvuzela brand is still be interested in almost forum

and well-known with high rate of recognition.

In the forums about females & family, Legend Beer

seemed to be a bit better than Vuvuzela Brand

In the forums about Males, Vuvuzela is the most well-

known brand, a bit for Legend beer to appeared.

232

446

159177

53

328

5

124 124

0 0 0 0 00 0 0 0 00 0 0 0 00

50

100

150

200

250

300

350

400

450

500

tinhte.vn vozforums.com vn-zoom.com webtretho.com lamchame.com

Vuvuzela Legend beer Bazooka beer City beer Sư tử beer

Online Brand recognitionForum seeding

Source: Top forums in Vietnam – Google.com.vn

No. Items Vuvuzela Legend beer Bazooka City beer Sư tử Beer

1 Total fans 82,561 240 419 3,987 -

2 Average weekly growth 0.4% n.a n.a n.a -

3 Engagement 0.1% 0% 2.1% 0.2% -

4 Post interaction 0.06% n.A 4.2 n.a -

5 Response time 6.2h n.A 18h n.a -

6 Post per day 2.4 n.A 0.5 n.a -

Online Brand recognitionFacebook

Source: Fanpagekarma.com

TARGET & PLAN

STRATEGY

Campaign Target

• Introduce services, foods to

potential customers

• Introduce launching events

to all customers

Increase brand

awareness

• Increasing customers’

interaction with special

activities

• Convert 5% potential

customer from activations

Increase

interaction

• Increase quantity of

customers to restaurant

more 100 – 150 seats every

evening after 1 month

• Increase quantity of seat at

noon around 100 after 1

month

Push sales1 2 3

Concept & Brand positioning

Restaurant was based at a good place

where a lot of tracffic can go throught,

near many office buildings

Restaurant has reasonable price, very nice decoration

for the space, various foods, special Germany beer

and it is where always happen special events

Reason to

Believe (RTB)

Positioning “The Most suitable restaurant for

everyone’s entertainment”

When people come to restaurant, they will taste & feel the the best services from it, they feel

relax, exciting… they will find a special space for themselves, for their own family, for their

friends with special events which often hold on.

Marketing Strategy

Brand

recognition

Develop

Unique points

Push sales &

connect

customers

Brand Stage 1

Brand Stage 2

Brand Stage 3

Marketing Strategy

Objective Brand recognition

Key message

Use display ads to increase awareness, attach with

communication message

Key activities

Facebook MngMajor tools

Tactics

Develop Unique Selling point Push sale & connect customer with brand

New experiences with special services

01/5 – 31/12/2015

GDN Google SearchMobile App

Restaurant for everyone’s entertainment

Connect with your family, your friendsTaste, feel & enjoy

Bring crazy events, big promotions to get the new

customers to try at restaurant

Prepare activations that make customer remember

more about brand, make them to like to join it.

Seach Google Search

Big event on launching day

Facebook check in & lucky draw

Weekly random combo

01/01 – 31/01/2015

Contest “Happy Family”

Contest “Who is your closest friends?”

Timing 01/02 – 30/04/2015

PR + FacebookGDN

FB Mng

GDN

Facebook Ads Facebook AdsSEO SEO

Main activationsPromotion: Free beer for New members

Target:

Get more people know about restaurant

Stimulate people to come and try drinking, eating at restaurant

Collect customers database

Content:

500 vouchers, each voucher for 100 free glass of beer will be given to 500

customers in lucky draw

Requirement:

- Customers must registry to become member online

- Customers must come to restaurant at once

- Customers must like fanpage & check in facebook when they are there

Duration: 02 weeks – 04 weeks

Main activationsWeekly lucky draw & Mini games

Puzzle Watch picture, guest words Lucky Draw Combo promotions

Main activationsCONTEST “Happy Family”

Target:


Get 200 – 300 participants, in crease interaction customers with brand


Content:

People when join this contest will share a stories, photos, videos to show how

happy their family is. The result will calculate on the total share, like, comments

and ½ total points from Board of Directors

Prizes:

- 1st prize: a special meals value 5M VNĐ & a tour to Halong value 10M VNĐ

- 2nd prize: a special meals value 5M VNĐ

- 3rd prize: a special meals value 3M VNĐ

- 10 x 4th prize: Voucher 500k VNĐ

Duration: 01 month

Main activationsCONTEST “Who is your closest Friends”

Target:


Get 200 – 300 participants, in crease interaction customers with brand


Content:

Everyone, everything could be your best friends now or in the past, people

will have many beautiful memories with them… and now they want to share it

and thanks it with friends or others. Any great shares & receive like +

comments will be prized

Content method: Video, photos, actions…

Prizes:

- 1st prize: a special meals value 5M VNĐ & a discount card 20% for 1 year

- 2nd prize: a special meals value 3M VNĐ & a discount card 10% for 1 year

- 3rd prize: a special meals value 3M VNĐ

- 10 x 4th prize: Voucher 500k VNĐ

Duration: 01 month

ONLINE MARKETING CHANNELS

Marketing channels

Landing page

Online Marketing Channels

Landing pages are a focused and

customized sales pitch, specifically designed

to get your visitor to take an action.

Landing pages are a focused and

customized sales pitch, specifically designed

to get your visitor to take an action.


Google Solution

Google Search

Selection of keywords related to the restaurant industry,

competitors, niche keywords directly related to the product

Construction advantage and attract more customers via add

extensions as site link, call extesions. location

Optimize your content and advertisement to achieve the best

quantity score, achieve good position on Google Search

Search from desktop

Search from mobile


Google Display Network

Selecting more than 1,600 kinds of

customers with different preferences

Forms of advertising Target audience Display advertising

on partner sites

Contextually

Audience

Your

Ads

Here

YOUR ADS HERE

YOUR ADS

HERE

Determining the appropriate contextually

to relevant ads appear


Remarketing

Increase customer

conversion rate after leaving

the website returned to

booking table

Increase brand awareness

for the program

To introduce new promotion

to customers already visit


Youtube Trueview


A video ad format which requires advertises only pay when viewers choose to watch their ad

Before the video After the video In the recommendations In the search results

Facebook Content


o Prepare weekly content according the defined topic.

o Take care & follow posts.

o Answer for fan’s questions

o Handling crisis if happen

o Reporting & optimizing monthly

1. Engagement: increase reaction like, comment, share according insight of Brand Page community

2. Casual: relate to random topics, viral news, gossip, celeb… which is often be interested by customers

3. Brand: making a smart combination between product brand with customers according to promotion, contest…

Orientation

Create special stories about family connecting, about beers, foods… to make customers more curiosity…

Every 2 month, prepare a big activation to connect & maintain customers

Management Plan

Activation & reaction

Facebook Ads


Like page

Attracting customers become fans Fanpage

Page post engagement

Increased interaction for the post on the

fanpage

Facebook Ads


Click to website

Attracting customers access the website,

increase traffic’s web

Offer claim

Promoting the promotion, attracting

customers to participate in

Email Marketing


Creat and maintaining a mailing list

is easy

Easy integration with customers

Low cost, cheaper than other form

advertising

Campaign are easy to track and ROI

is measurable

BUDGET & KPIs

Budgets & KPIsEstimated Budget

50%

40%

10%

Google Solutions

Facebook Solutions

Other cost

Solutions Budget %

Google Solutions 500,000,000 50%

Facebook Solutions 400,000,000 40%

Other cost 100,000,000 10%

TOTAL 1,000,000,000 100%


Google Solutions Estimated Prices Budget 1st Period Budget 2nd Period Budget 3nd Period

Google Search 1,500 – 2,500/CPC 10,000,000 20,000,000 50,000,000

Google Display Network 1,200 – 2,000/CPC 70,000,000 100,000,000 150,000,000

+ Contextual 1,200 – 2,000/CPC 50,000,000 60,000,000 30,000,000

+ Interest 1,200 – 2,000/CPC 20,000,000 30,000,000 40,000,000

+ Remarketing 1,200 – 2,000/CPC - 10,000,000 80,000,000

Youtube 1,500 – 1,800/CPV 20,000,000 30,000,000 50,000,000

TOTAL 100,000,000 150,000,000 250,000,000

Giá chưa bao gồm 10% VAT

Giá đã bao gồm 10% phí quản lý tài khoản


Facebook Solutions Estimated Prices Budget 1st Period Budget 2nd Period Budget 3nd Period

Fanpage management 6,000,000/month 6,000,000 18,000,000 48,000,000

Page Post 1,000 – 1,200/CPC 36,000,000 76,000,000 126,000,000

Page Like 400 – 800/CPC 8,000,000 8,000,000 16,000,000

Get Offer 1,500 – 1,800/ CPC 10,000,000 18,000,000 30,000,000

TOTAL 60,000,000 120,000,000 220.000




Others Solutions Estimated Prices Budget 1st Period Budget 2nd Period Budget 3nd Period

Event 10,000,000/event 10,000,000 20,000,000 20,000,000

Landing page 5,000,000/page 5,000,000 10,000,000 10,000,000

Email Design 500,000/template 500,000 1,500,000 4,000,000

Email Care 200/email 1,300,000 2,100,000 9,600,000

Banner Design 600,000/banner 1,200,000 2,400,000 2,400,000

TOTAL 18,000,000 36,000,000 46,000,000



Budgets & KPIsEstimated KPIs

Google Solutions Unit 1st Period 2nd Period 3nd Period

Conversion Clicks Conversion Clicks Conversion Clicks

Google Search CPC 100 4,000 – 6,667 200 8,000 – 13,333 300 20,000 – 33,333

Google Display Network CPC 350 35,000 – 58,333 500 50,000 – 83,333 1,130 75,000 – 125,000

Youtube CPV 55 11,111 – 13,333 80 16,667 – 20,000 270 27,777 – 33,333

TOTAL 505 50,000 – 78,333 780 74,667 – 116,666 1,700 122,777 – 191,666

Facebook Ads Unit 1st Period 2nd Period 3nd Period

Convesions Clicks Convesions Clicks Convesions Clicks

Page Post CPC 600 30,000 – 36,000 900 63,000 – 76,000 1,050 105,000 – 126,000

Page Like CPC - 10,000 – 20,000 - 10,000 – 20,000 - 20, 000 – 20,000

Get Offer CPC 400 5,555 – 6,667 2,000 10,000 – 12,000 3,000 16,667 – 20,000

TOTAL 1,000 45,555 – 62,667 2,900 83,000 – 108,000 4,050 141,667 – 166,000

Budgets & KPIsEstimated KPIs

Other solutions Unit 1st Period 2nd Period 2nd Period Total

Event Event 01 02 02 05 event

Landing Page Page 01 02 02 05 page

Email Design Email Template 01 03 08 12 template

Banner Design Banner 02 04 04 10 banner

Email care Email 6,500 10,500 48,000 65,000 email



Nguyen Hoang LongDeputy Sales Manager

Mobile: 0989 204 270

Email: [email protected]

Contact me

Contac us at www.cleverads.vn

https://mix.office.com/Home/GettingStarted

https://mix.office.com/Home/GettingStarted

Digital marketing plan - Bazooka restaurant 2015

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