Digital marketing strategy of Dien May Xanh supermarket

Abstract
The development trend of technology has made Digital is the desire of every marketer. 2017 can be said to be a year
Marketing an indispensable part for most businesses. of great success for Dien May Xanh, a series of clips about
However, when learning about definitions and concepts green people were born following the great success of the
related to this field, there are many results returned with first viral clip released in November 2016. Recently, the
many different opinions and concepts, making it difficult for sharing About the Marketing Strategy of Dien May Xanh
us to recognize and approach these concepts. most accurate which is considered very successful in 2017 was revealed by
and relevant information. According to Philips Kotler: Mr. Chau Chan Quyen - Creative Director of Dien May
“Digital Marketing, or electronic marketing, is the process Xanh TVCs. This is also an inspiration as well as a case
of planning the product, price, distribution, and promotion study worth learning in the media advertising industry. At
of products, services and ideas to meet the needs of that time, Dien May Xanh stores had covered the whole
organizations and individuals. According to Joel Reedy: country, surpassing all other stores, so the Marketing
“Digital Marketing: includes all activities to satisfy the department's task was to increase brand awareness. And the
needs and wants of customers through the internet and other main goal is to help customers think of "Green Dien May"
media. In general, what is Digital Marketing, can be when they are intending to buy electronics. It can be said
understood as marketing activities and information that this brief is very unique, when in the past,
exchange, brand promotion through Internet and digital advertisements always crammed product benefits in, and
platforms. In the era of social media marketing boom like Dien May Xanh just let people know that they sell
today, owning unique marketing campaigns that have good electronics, no need to say good things, good service.
virility and stimulate consumers to interact (like, comment)

Keywords: Digital Marketing, Social Media Marketing, Information Exchange, Brand Promotion, Marketing Campaign,
Brand Awareness

1. Introduction
1.1 Research overview
In business, marketing is likened to the "spine" of the whole business, it is the art of understanding the needs and meeting the
needs of customers. Therefore, in a fiercely competitive market like the electronics market in Vietnam, each company involved
in the supply must invest a lot in marketing strategies to gain a stable foothold. Marketing strategy is an effective competitive
tool aimed at bringing a new and positive image of the company to consumers. Currently, when it comes to electronics,
consumers immediately remember the name Dien May Xanh. So why does Dien May Xanh have such a position in the hearts
of customers, why is it that among a series of names such as Nguyen Kim, Cho Lon, etc., the name Dien May Xanh appears. Is
it the result of different marketing activities? Because of the above problems, I decided to choose the topic "Analyze the
marketing strategy of Dien May Xanh store chain" - which to research and find out why. Besides, through this topic, I will
draw some useful experiences for myself and my future work. With the development of the world economy, the Vietnamese
market has also begun to change thanks to external influences. The demand for high-tech electronic products is becoming a
trend, so many people need to find an address to buy. Thanks to the marketing plan of Dien May Xanh, Dien May Xanh with
more than 10 years of operation has been present in almost all provinces and cities with 991 supermarkets. There are also many
chains on the market when providing technological products similar to Dien May Xanh. However, with market pressure, many
units have sold themselves to foreign brands, only Dien May Xanh is still developing.

1.2 Urgency of the research problem

Most consumers know about Dien May Xanh supermarket, which is the merit of Dien May Xanh's promotional activities. With
the intensity of the volume of advertising information that According to Marketing Online magazine (2011), Digital
consumers now have to "suffer", if Dien May Xanh does not Marketing is a form of applying information technology
open activities to retain and find new customers, Dien May tools instead of conventional tools to conduct marketing
Xanh will gradually lose market share. into other electronics processes.
supermarkets such as Nguyen Kim, Cho Lon, etc. Dien May In short, Digital Marketing (or Online Marketing or E-
Xanh was very creative in designing short and memorable Marketing) is the use of the Internet, electronic devices,
messages. So that everyone remembers the phrase "Buy software and applications of information technology to find
electronics - Go to Dien May Xanh". In the plan to deploy customers, sell customers, take care of customers and
the communication process, Dien May Xanh has carefully maintain long-term relationships with loyal customers.
considered the choice of operating frequency of the tools. Through Digital Marketing, businesses can promote brands,
With advertising tools, Dien May Xanh advertises densely products, and events to customers quickly and easily, not
on TV channels with the aim of retaining and reminding limited by time and geographical space.
customers about the brand, promotional tools are The role of digital platforms in supporting integrated
implemented loudly and loudly by Dien May Xanh., hit the omnichannel marketing is to support different customer
customer's psychology with extremely attractive journeys through alternative communication and distribution
promotional rewards. The 2 tools Direct Marketing and channels. Online channels can also be managed to support
Personal Offerings are tools for possible cost savings. the entire purchasing process from pre-sale to post-sale and
However, with the Communication tool, Dien May Xanh further develop customer relationships. The benefits of
still has no outstanding activities. Thereby, it shows that digital marketing in supporting marketing are suggested by
Dien May Xanh has been very successful in choosing applying the marketing definition of the Chartered Institute
promotional tools to promote the image of Dien May Xanh of Marketing ([Link]): Marketing is the process of
to consumers, retaining and reminding old customers, and managing identity, Responsible for, anticipating and
also in opening expand to take the electronics market to satisfying customer requirements profitably. This definition
their side. emphasizes that the focus of marketing is on the customer,
and implies that it needs to be linked with other businesses
1.3 The significance of the study for management in order to be profitable. Chaffey and Smith (2012) note that
practice digital marketing can be used to support these goals as
Nowadays, market research is not new for small to large follows:
businesses. It is extremely important in the development ▪ Identity: The Internet can be used for marketing
practice of administrators. The study and research helps research to find out customer needs and wants.
managers, as well as businesses, grasp the inevitable needs ▪ Anticipation: The Internet provides an additional
of the market. So is Green Machine, they are a large and channel through which customers can access
extremely developed business in the country, so the research information and make purchases – this need assessment
and research is like a compass to guide businesses towards is key to managing the allocation of resources for e-
the direction they are going and make the right choice. In marketing.
addition, not only helps managers towards success, research ▪ Satisfaction: The main success factor in e-marketing is
also helps managers go a long and long way in the coming achieving customer satisfaction through the electronic
years. channel, which raises questions like: is the website easy
to use, does the website work? fully functional, what is
1.4 Objectives of the study the standard of customer service involved and what is
Research objectives of Dien May Xanh's digital marketing the website like.
strategy: A powerful method for assessing the strategic marketing
▪ Understand the theoretical basis of promotional opportunities of using the Internet is the application of
activities in the marketing strategy. Ansoff's strategic marketing grid (1957). This shows how
▪ Analysis of the characteristics of the electronics market. the Internet can be used to achieve four strategic directions:
▪ Learn about Dien May Xanh supermarket. - Market penetration: The Internet can be used to sell
▪ Understand the promotional activities of Dien May more existing products into existing markets.
Xanh and offer some solutions. - Market development: The Internet is used to sell into
new geographic markets, taking advantage of low
2. Theoretical Basis international advertising costs without the need for a
According to Phillip Kotler: “Digital marketing is the supporting sales infrastructure in the customer's home
process of planning the product, price, distribution, and country.
promotion of products, services, and ideas to meet the needs - Product development: Newly developed products or
of organizations and individuals. – based on electronic services can be provided by the Internet. These are
media and the internet”. In addition, “Digital marketing is usually digital products.
also the management and implementation of marketing - Diversification: In this area, the Internet supports the
activities using electronic media such as website, email, sale of newly developed products and sells into new
wireless means combined with digital data on characteristics markets.
and behavior of customers. customer behavior” (by Dave Currently, businesses use a lot of tools to do Marketing, here
Chaffey, Director of ClickThrough Marketing). are some popular tools:
According to Calvin Jones & Damiab (2009), Digital
Marketing is marketing activities for products and services Search Engine Marketing (SEM = SEO + PPC)
by using available tools of the Internet to reach out to
Internet users.
SEM is a combination of many Internet marketing methods online marketing to increase sales efficiency and reach
aimed at helping your website stand in the position you want customers.
in the search results on the Internet.
SEO (Search Engine Optimization): is the process of Strategies for the number of intermediate types at all
optimizing web search to increase traffic to a website from levels:
search engines. SEO uses web tools to put company Exclusive distribution strategy: limit the number of buyers
information, products, services ... of the company on the top in the middle, in order to easily manage, protect the image
of search engines, in our country today people often use of the brand and products, and avoid the loss of information.
search engines such as Google, Bing, Yahoo, Yandex… The Selective distribution: clearly select the intermediaries
goal of SEO is to bring your website to the top of the search most likely to distribute to the business.
results for some specific keywords. Mass distribution: develop as many distribution
PPC (Pay Per Click): A form of advertising in the form of intermediaries as possible.
a sponsor on the Internet. The effect of this form of Strategy on terms and distribution responsibilities of channel
advertising is to increase traffic to the website through the members.
posting of banner ads about your website right next to it in ▪ Pricing policy of the Enterprise for members.
the search results. ▪ Sales conditions.
Email Marketing is a form in which marketers use email, e- ▪ Territorial powers of distribution.
books or electronic catalogs to send to customers, motivate ▪ Define support services and conditions and
and lead customers to make a decision to purchase responsibilities between the manufacturer and the
products., their services. The purpose of E-mail Marketing is intermediary.
to advertise, build relationships with new customers and
maintain and take care of existing customers. Marketing strategy
Banner advertising is the first form of advertising of Digital Marketing strategy is one of the important strategies. The
Marketing. Banner advertising can be understood as the goal of promotion is to bring supply and demand together.
installation of Banners on Websites, when users click on the Promotion not only supports but also enhances product,
banner, they will point to the link of the Web page they want pricing and distribution strategies. It not only makes more
to advertise. products, faster, but also makes the reputation of the
PR Online PR Online is quite similar to the traditional form business consolidated and developed. Support and
of PR, it just differs in that if traditional PR mainly appears promotion activities in online business are ways of using
in newspapers and magazines, PR Online appears on the online means to introduce, offer and provide information
Internet environment. about a distributor's products, goods or services to
Blog & Social Media Marketing Doing online marketing on consumers. Through online marketing tools such as website,
Blogs and social networks is the trend of modern Marketing email, SEO ... businesses can conduct activities to introduce
and it will continue to be effective in the future. The and promote products as well as the prestige and reputation
creation of Blogs and Fanpages not only helps to attract fans of the business.
on social networks but also creates many business Thereby showing that Digital Marketing is a very useful
opportunities for businesses. strategy for green electronics.
SMS/ Mobile Marketing The number of people using Easily take care of customers and learn new markets, saving
Smartphone and mobile devices is increasing rapidly, the costs and time.
number of people using mobile devices to access the Improve product quality and synchronization, control
Internet to watch news and shop online is increasing. branches and distribution systems.
Therefore, the use of Mobile Marketing is an indispensable
thing for online marketers. 3. Research Method
Viral Marketing Viral Marketing is a form of viral 3.1 Data source
marketing, when a person who knows about certain products There are two basic types of data sources as (1) secondary
and services that the company provides can pass on to those data and (2) primary data
around them. In eMarketing viral marketing is a form of Secondary data:
spreading information on the Internet, the speed of ▪ Secondary data: is data collected by others, used for
spreading information on the Internet is extremely fast, purposes that may be different from our research
which can be likened to: "the speed of spread of computer purposes. Secondary data can be unprocessed data (also
viruses". called raw data) or processed data. Thus, secondary data
Video Marketing The form of using video to do Marketing is not directly collected by the researcher.
is probably not new to us recently. One of the largest video
social networks is Youtube, in addition, businesses can Advantage
create video clips on social networks, Websites or on - The use of secondary data is to save money and time.
forums. Vietnamese businesses or most businesses in the
world still tend to look for less expensive but highly The disadvantages of using secondary data sources are:
effective Internet marketing tools. - This secondary data has been collected for studies with
Article marketing is a form of marketing through articles to other purposes and may not be relevant to our problem
introduce the company's products and services to all at all. difficult to categorize data, variables and units of
customers. In fact, when doing online marketing, depending measure may differ...
on different conditions and circumstances, each business - Secondary data is often processed, so it is difficult to
chooses for themselves different forms of online marketing. assess the accuracy and reliability of the data source.
A business often uses a combination of many forms of - Therefore, it is the responsibility of the researcher to
 ensure the accuracy of the data, to check whether the With the development of today's era, Digital Marketing is
research results of others are based on primary or one of the types of business marketing that cannot be
secondary data. So, it's important to check the original ignored in the development process. Due to the development
data. of the Internet today, shopping for goods and services on e-
commerce sites is also more and more convenient than ever.
Primary data: Digital Marketing is promotional activities for products or
- When secondary data is not available or cannot help brands with the aim of influencing the perception and
answer our research questions, we need to collect the buying behavior of customers. In simple words, Digital
data ourselves to suit the research problem posed. This Marketing is a term that refers to building awareness and
self-collected data is called primary data. In other promoting a brand or product or service based on digital
words, primary data is the data collected by the platforms. With the increasingly strong development of
researcher himself. information technology, new services also give businesses
interesting experiences about a quality and reputable service
3.2 Research method - Digital Marketing. So how important is Digital Marketing
The topic mainly uses secondary information collected from in this day and age?
books, newspapers and related documents shared on - Targeting the potential customer market
community and business websites to find out issues related The biggest advantage of Digital Marketing is easy access to
to the marketing strategy of the company. Dien May Xanh. potential customers for products and services. Customers
Information collected will be processed by methods of can not only find out information about the business, but
analysis, selection, comparison and judgment to implement they can also learn about images, materials, prices and
the topic. services. Digital Marketing is a form of marketing that can
reach customers anytime, anywhere.
3.3 Research process Helping businesses easily identify needs by age, gender,
2019 witnessed a rapid expansion when the whole system occupation, regional address... in addition, businesses can
opened nearly 300 new stores, an average of 1 Dien May also know about the preferences, shopping habits and
Xanh store was born every day. While the electricity and specific behaviors of many customers on the market today.
refrigeration market in the first months of 2019 only With this form of Digital Marketing, geographical distance
achieved a growth rate of less than 5%, Dien May Xanh is no longer a problem, as long as customers have a need,
increased by 20% over the same period last year and 4 times wherever the product or service is, it will reach you at the
higher than the growth rate of the general market. To right time.
achieve success, the chain's difference is to build mini Dien - Help save costs in the most effective way
May Xanh supermarkets next to large supermarkets. This Compared to other traditional methods from the past to now,
strategy is a strong start to enable Dien May Xanh to Digital Marketing Services have a much lower cost. Because
"sneak" into suburban urban areas and suburban residential the business does not lose any costs during the rental or
areas. maintenance process. With the traditional method of
Despite being born late the system has changed the game in advertising commonly used products and services such as
the electronics retail industry. Not only usurping the through television, signs, newspapers, magazines, etc., of
"kingdom" of a retail unit that has existed for many years, course, the service cost is a very large number.
when "advancing" to the North, Dien May Xanh bought out However, Digital Marketing is a form of corporate brand
one-time rival Tran Anh to quickly expand market share. promotion with a low cost, and this form has a very high
Dien May Xanh is also a pioneer in creating an innovative level of competition for small and medium businesses today.
and resonant media campaign that everyone and every home With this way, users can easily access quickly and know
must remember. your business.
- Determine effectiveness
4. Research results and discussion From the Digital Marketing tool, you can easily assess the
In the field of governance, strategic management is exact parameters of customer interest when accessing your
concerned with the continuous planning, monitoring, ads. Measurement tools also measure the direction of users
analysis and evaluation of all the necessary needs that a such as from which source they access your website:
business needs to meet its short-term goals and objectives. Facebook or Google, where they are navigated on your
Long-term goals are based on the review, management of website, how long they stay on your website, the content
resources and assessment of the internal and external they read on your website.
environment in which the business operates. Strategic - Increased flexibility
management includes setting goals for the company, The Internet grows at a rapid rate, so from start to finish
analyzing competitors' activities, reviewing the internal your digital marketing campaign can be tracked through
structure of the organization, evaluating current strategies, statistics.
and confirming that those strategies are effective. strategy is Currently, effective Digital Marketing tools are commonly
implemented throughout the company. used such as: SEO, Content Marketing, Social marketing,
The two main goals of strategic management in enterprises Native Advertising, Email marketing, Online PR, Pay Per
include: Click, Affiliate marketing, Marketing Automation, Inbound
- Helping businesses create a competitive advantage, Marketing... Depending on the needs of the business. but
with the goal of outperforming competitors. Achieve a choose the right tools for business to achieve high
dominant position in the market. efficiency.
- Corporate governance helps businesses adapt and cope Besides ABA, there is an advertising universe that also
with changes in the business environment. makes viewers "painful", which is Dien May Xanh. But it is
this unique marketing tactic that has helped the company to Let's see how successful Dien May Xanh was?
be successful on the front of building the reputation of An advertising campaign, no matter how viral, but the
"Going to Dien May Xanh if you buy a phone." This is a product does not meet the requirements of consumers, it
prime example where the assessment tools are a testament cannot create a push in the market. The great thing is that
to communication activities that do not follow tradition but Dien May Xanh has combined both of those things: a
affect a negative emotion of the viewer: from feeling successful brand campaign coupled with a quality product.
attracted to different. strange, unpleasant, and passively but Dien May Green alone has become the hegemon in the field
long-term brand memory. of electronics business, allowing other competitors to
- Obsessive advertising "breathe smoke". Only in the first quarter of 2019, Dien
Referring to Dien May Xanh, perhaps no one is unfamiliar May Xanh achieved an average revenue of 1 store of 6
with the image of dancers dressed in blue dancing crazy, or billion dong/store, many supermarkets' revenue also
pretending to be electronic and refrigeration equipment such skyrocketed to 38 billion dong/month.
as washing machines, air conditioners and then dancing to The system has now opened up to 1000 stores nationwide.
music. There was a time when just released TVC, Dien May Every corner in Vietnam has a huge green Dien May store
Xanh ads were controversial in every corner of netizens, located. At the beginning of 2020, the number of stores of
especially marketing service companies. The image of the the company is 1026, due to the Covid-19 epidemic, the
"weird" dancers immediately attracted the attention of system has not yet opened more branches. But in terms of
viewers. “It looks funny” “What is that” are the words that revenue success alone, perhaps no company can surpass
customers utter when they see the ads of Dien May Xanh for Dien May Xanh.
the first time.
- The advertisement of Dien May Xanh used to haunt 5. Conclusion and recommendations
the minds of viewers 5.1 Conclusion
Dien May Xanh became the focus of funny "manufacturing" Dien May Xanh also shows the agility in monitoring and
photos on Social Networks updating youth trends such as Lac Troi, Dragon Pikalong,
Soon after, a series of images and videos "made" by the how to avoid debt collection for Tet, haircuts on New Year's
online community made the image of Dien May Xanh Day, Tet in the past and present, etc. created memes with
spread. In addition to the content created naturally by users, weird green people that made the online community
according to marketing service companies, that virility does constantly share and discuss.
not lack the influence and leadership of Dien May Xanh Dien May Xanh is planning strict control measures to
itself. This is completely understandable and also shows that closely monitor product quality, brand awareness, brand
the business has prepared its Marketing strategy thoroughly image and customer satisfaction. This will allow the
and thoughtfully. After Dien may Xanh's advertisement was company to react quickly if customers change their buying
first premiered in 2016, it created a huge discussion storm. behavior. Contingency plans are also needed to handle any
The phrase Dien May Xanh has appeared on more than expected problems like the competition. The success of Dien
400,000 posts and comments on social networks. The ad May Xanh is created thanks to a methodical Marketing
attracts more than 3.4 million interactions, more than strategy from TVC advertising to marketing on social
300,000 shares and comments. networks, knowing how to take advantage of opportunities
- "Bullshit" but the message is clear and turn weaknesses into the following brand development
The song "If you want to buy electronics, come to Dien May platform. This.
Xanh" is deeply embedded in consumers' memory. Perhaps Thanks to choosing the right brief, with clear goals and
in the millions of comments and interactions out there, there ideas, combined with effective implementation of Dien May
are many negative feedbacks about Dien May Xanh such as Xanh's marketing strategy and constant creativity through
"bullshit", "smug"... but it is undeniable that the company's TVCs, this brand has received an extremely impressive
message when sending is too successful. labour. number of views despite do not use influencer marketing.
A series of songs "Buy electronics - Go to Dien May Xanh", By now, everyone knows about Dien May Xanh and the
"Want a washing machine - Go to Dien May Xanh", "Buy stormy TVCs that have been advertising for over a year, the
an air conditioner - Go to Dien May Xanh" has been stuck in great success of this brand is worth admiring and learning.
the viewer's mind, to the point that when they If you want to
buy something, the first thing that comes to mind is Dien
May Xanh.
The most successful campaign is the achievement of
business goals. And in this case, Dien May Xanh's goal of
"positioning" and awareness was completely successful.
- Advertising style throughout
No need for any famous people to do the media, Dien May
Xanh simply using their own characters is enough to make
its brand stand out in the midst of today's advertising forest.
After a successful launch, Dien May Xanh continuously
launches ads with a similar style, creating a unique
advertising universe of the company. The soundtrack of
Dien May Xanh also constantly repeats the message "Buy a
computer - Come to Dien May Xanh" making them
accidentally enter the listener's mind.