Brand awareness enhancement through social media for a Chinese smartphone brand in Vietnam
Luu, Khanh Jr (2019)
2019
Kaikki oikeudet pidätetään
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201903163232
https://urn.fi/URN:NBN:fi:amk-201903163232
Tiivistelmä
This thesis project was commissioned by the author’s employer, a Chinese smartphone brand. The main purpose of the thesis project was to enhance the brand awareness of the company by using a social media strategy. Although the company is active on social media, their activities did not have enough impact to enhance brand awareness in the Vietnam market. The author’s mission was to deliver suggestions to help the company to develop a proper social media marketing plan. The social media marketing plan will include suggestions to improve the use of the client company social media channels. The suggestions will focus on Vietnam’s most popular social media platforms: Facebook, YouTube and Instagram.
The theoretical framework of this thesis project introduces concepts related to branding, social media and developing a social media marketing plan for the client company. The analysis part analyzes every aspect of the target market which are company analysis, market analysis, competitor analysis and finally SWOT analysis. These analyses support the case company in defining their place, gaining insights from the target audience and learning from competitors.
The type of research used in this thesis project was quantitative research. The research target is Vietnamese between the ages of 10 to 40 years old. The survey comprised 26 questions targeted to gain insights about the target market. The purpose of the research survey was to help the company to map out the target audience’s social media behavior and learn their content preferences. The survey received more than 100 responses and provided valuable insights for the author to deliver meaningful suggestions to improve social media marketing plan.
The concluding chapters combine informative theory from the theoretical framework together with the analysis and survey result to provide useful suggestions for the case company. These suggestions will help the company to recognize the impact of social media on branding and enhance the company’s brand awareness on social media platforms. By implementing these suggestions, the case company will be able to leverage their brand appearance on social media and popularize the corporate image to the target market.
The theoretical framework of this thesis project introduces concepts related to branding, social media and developing a social media marketing plan for the client company. The analysis part analyzes every aspect of the target market which are company analysis, market analysis, competitor analysis and finally SWOT analysis. These analyses support the case company in defining their place, gaining insights from the target audience and learning from competitors.
The type of research used in this thesis project was quantitative research. The research target is Vietnamese between the ages of 10 to 40 years old. The survey comprised 26 questions targeted to gain insights about the target market. The purpose of the research survey was to help the company to map out the target audience’s social media behavior and learn their content preferences. The survey received more than 100 responses and provided valuable insights for the author to deliver meaningful suggestions to improve social media marketing plan.
The concluding chapters combine informative theory from the theoretical framework together with the analysis and survey result to provide useful suggestions for the case company. These suggestions will help the company to recognize the impact of social media on branding and enhance the company’s brand awareness on social media platforms. By implementing these suggestions, the case company will be able to leverage their brand appearance on social media and popularize the corporate image to the target market.