Digital marketing plan - Bazooka restaurant 2015

Create an Office Mix
Let’s Get Started…
Google Premium Partner in Vietnam ⅼ
DIGITAL MARKETING PLAN 2015
Customer: 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
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
2h23m
Average 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

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

Online Brand recognition
Competitors
From Brains Daiviet JSC.,From Golden Gate., JSC From Golden Gate., JSC

38500 29900
5310
378000
2540
0
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
Google index
Source: Google.com.vn

399
657
5400
198 1214 48 74 2
248
0 0 0 0 023 96 41 0 10 0 0 0 0
0
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
PR 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
159
177
53
3
28
5
124 124
0 0 0 0 00 0 0 0 00 0 0 0 0
0
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
Forum 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 -
Facebook
Source: Fanpagekarma.com

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 sales
1 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 Mng
Major tools
Tactics
Develop Unique Selling point Push sale & connect customer with brand
New experiences with special services
01/5 – 31/12/2015
GDN Google Search
Mobile 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 + Facebook
GDN
FB Mng
GDN
Facebook Ads Facebook AdsSEO SEO

Main activations
Promotion: 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 activations
Weekly lucky draw & Mini games
Puzzle Watch picture, guest words Lucky Draw Combo promotions

Main activations
CONTEST “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 activations
CONTEST “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

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

Budgets & KPIs
Estimated 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%

Budgets & KPIs
Estimated Budget
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

Budgets & KPIs
Estimated Budget
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

Budgets & KPIs
Estimated Budget
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 & KPIs
Estimated 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 & KPIs
Estimated 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 Long
Deputy Sales Manager
Mobile: 0989 204 270
Email: long.nguyen@cleverads.vn
Contact me
Contac us at www.cleverads.vn

Digital marketing plan - Bazooka restaurant 2015

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Digital marketing plan - Bazooka restaurant 2015