cielle.
My Academic Projects
Through these projects, I have experienced and learned creating different types of marketing campaigns in the context of a team. At the same time, working independently to conduct brand audits and competitor analysis, which are essential skills for a marketer.
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1. MARKET RESEARCH PLAN
Date: Completed in 09/2023
Client: Bo Ong Hoang: A premium B2B avocado brand from Thien Nong Farm located in Binh Duong province, Vietnam.
Situation:
- Client Objectives: Evaluating investments for direct outreach to B2C consumers interested in premium organic avocados, moving beyond B2B channel.
- Student's tasks: Provide comprehensive marketing research report and presentation encompassing research methods, hypotheses, and both primary and secondary data analysis, to deduce key findings and recommend a B2C marketing strategy.
- Outcome: The top 5 teams will present their proposal to the client, who will select the winning team.
My Responsibilities:
- Conduct secondary research.
- Process, visualize and analyze data using SPSS and NVivo.
- Extract key findings from the analyzed data.
- Collaborate with team members to solidify and finalize the strategic approach based on the key findings, ensuring a coherent narrative in both the presentation and report.
Thanks to this course, I've learned to not make quick assumptions about the market and brands while doing research, but rather to take a lot of data into consideration before jumping to conclusions. In the 1st assignment, we conducted a research plan for the client, then do deeper into collecting data, analysing and providing recommendations in the next assignments.
Achievements:
- Winning Team in the Pitching Session.
- Earned a High Distinction - scored 86/100 for the pitching.
- Achieved a High Distinction for the overall result in the Marketing Intelligence course - scored 81/100.
2. GLOBAL BRAND LAUNCH CAMPAIGN
Date: Completed in 06/2023
Client: BOO Vietnam: A Vietnam-based company that specializes in high-quality fashion and accessories with a street-style cultural focus, catering to the youth market.
Situation:
- The student is required to select and assess five most potential countries considering geographic, cultural, and political factors for BOO's market entry.
- Determine the most suitable country, conduct market evaluation to develop a brand-launch IMC plan, outlining detailed activities, budget allocation, and KPIs.
My Responsibilities:
- Evaluated the Philippines market
- Took a primary role in developing the Customer Insight, Big Idea, and IMC Plan sections.
- Monitored and supported teammates to finalize Business Objectives, Timeline, KPIs & Budget items, ensuring the set goals make sense.
- Reviewed the entire presentation flow, ensuring a cohesive storytelling approach.
This is a new and tough experience for me as this was my 1st time creating an IMC plan in a whole different country. Thus, I had to conduct a very in-depth market research and thoroughly evaluated local customer insights to come up with a feasible solution that suited BOO's vision, with a sensible budget. Fortunately, we received the highest mark of the course, which helped me to understand more what I'm capable of.
Achievements:
- Achieved a High Distinction for The Philippines market evaluation report - scored 80.25/100
- Achieved a High Distinction for the Brand-launch Campaign - scored 81/100
- Achieved a High Distinction for the complete Global Branding course - scored 83/100
Date: Completed in 03/2023
Client: BOO Vietnam: A Vietnam-based company that specializes in high-quality fashion and accessories with a street-style cultural focus, catering to the youth market.
Competition Case:
- Competition by L'Oréal Group that aims for business/product solution of "Disrupt Beauty".
My Responsibilities:
- Conduct Market Research, Brand Understanding and Customer Insights
- Coordinate with team members to finalize the new product idea
- Ensure the flow of the presentation
- Developed the video flow and scripted the presentation video to outline the product.
Since my team chose to challenge ourselves with the competition's Tech Track, I had to try thinking out of the box to come up with an innovative, tech-driven idea, while adhering to the customer insight (We even consulted an engineer for this contest). Though I didn't get into the next round, this was still was still a great learning opportunity for me.
3. PRODUCT INNOVATION PROPOSAL
4. SOCIAL MEDIA AND MOBILE MARKETING CAMPAIGN
Date: Completed in 03/2023
Client: MB Bank: A prominent Vietnamese financial institution known for its extensive banking services and nationwide presence.
Situation:
- Client Objectives: Increase the usage of MB App as the leading platform for International Wire Transfers. Attract 500,000 new customers to register for MB App and conduct at least 1M transactions of international money transfer.
- Timeline: 3 months, starting from January to March 2022.
- Budget: 1 billion VND (equivalent to approximately 44,000 USD).
- Student's Tasks: Identify the suitable target segments within all current and prospective customers of MB Bank, including three main client types (Mass, Priority and Private) by evaluating the market. From there, propose marketing activities for the campaign, with detailed KPIs and budget allocation.
- Outcome: The course coordinator selects the top 10 teams, and the client picks 5 for pitching, with 1 team emerging as the winner.
As this was the first time all my team members created a Mobile-Marketing campaign, our campaign lacked innovative, technology-driven ideas. Nonetheless, I learned hard from this on how to differentiate between IMC and solely mobile-marketing campaigns to enhance my skills in doing different campaign types.
My Responsibilities:
- Led a 6-member team, setting tasks and deadlines, tracking progress, evaluating results, and conducting reviews.
- In charge of Customer Persona & Insight, Big Idea and deploying content for phase 1 and 3 of the IMC Plan
- Established the storytelling direction for slides and presentation scripts.
Achievements:
- Top 10 teams of the Social Media & Mobile Marketing course.
5. GAMIFIED MARKETING CAMPAIGN
Date: Completed in 10/2022
Client: Zalo Pay: A digital payment service in Vietnam, integrated with the Zalo messaging app, offering mobile payments and money transfers.
Competition:
Competition 'Marketing On Air 2022' calls for the best marketing strategies, with thorough market research, audience analysis, and innovative ideas.
Tasks do to: Create a gamified campaign during Tet to amplify awareness of Zalo Pay's chat-based money transfer features.
After being a Finalist of Maggi's digital-led campaign's project, I wanted to submerge myself in more campaign types, thus participated in this contest since it focuses on Gamification. However, my team did not proceed further due to the lack of feasibility and attractiveness of our idea. Nonetheless, it was a valuable attempt as I learned how to actually run this type of campaign through listening to the top candidates' pitch in final round.
My Responsibilities:
- Market Research, Phase 2 & Timeline.
- Collaborated closely with team members to brainstorm and finalize the campaign ideas.
Situation:
- Client Objectives: Evolving its strategy to target young novice cooks, moving from a traditional, family-first media approach to a digital, two-way engagement emphasizing new experiences and sharing beyond just taste and the kitchen.
- Student's Tasks: Create a digital-led campaign that simultaneously targets young novice cooks and inspires progressive devoted ones, emphasizing a holistic digital journey with a concentrated focus on the lower funnel: shop, experience, and share.
- Outcome: The top 5 teams will present their proposal to the client, who will select the winning team.
As this was my first IMC plan, my research was limited and the insight I wrote lacked conciseness. Fortunately, we got to the final round thanks to the creative idea. Overall, I learned to deploy my content more straight to the point, as well as how to work with a big team, which is a great foundation for my future projects.
My Responsibilities:
- Led a 6-member team, setting tasks and deadlines, tracking progress, evaluating results, and conducting reviews.
- In charge of Customer Persona & Insight, Big Idea and deploying content for phase 1 of the IMC Plan
- Established the storytelling direction for slides and presentation scripts.
Achievements:
- Achieved a spot in the Top 5 best teams, earning the chance to pitch the idea directly to the client.
6. INTEGRATED MARKETING CAMPAIGN
Client: MB Bank: A prominent Vietnamese financial institution known for its extensive banking services and nationwide presence.
Date: Completed in 09/2021
7. BRAND CONTENT AUDIT
Date: Completed in 08/2021
Situation:
The student is set to comb through the brand's online channels, gather content samples, categorize them by type, and provide specific recommendations if needed for optimization.
This was my second time to dive into evaluating more of a brand deeply aside creating campaigns, which greatly improved my knowledge and skill of analyzing how brands approach customers.
Achievements:
- Achieved a High Distinction for the presentation - scored 85/100.
Client: P/S Vietnam: A leading toothpaste brand in Vietnam, widely recognized for its comprehensive range of oral care products that cater to the diverse dental needs of the Vietnamese population.
8. CATEGORY AND COMPETITOR REVIEW
Date: Completed in 06/2021
Client: Domino Pizza & Pizza Hut: 2 widely recognized Pizza chains operating in Vietnam.
Situation:
The student is required to select a primary brand and its competitor, analyze their online activities and consumer feedback using specific tools, and then draft an executive summary presenting key insights and marketing implications for the brand.
It was a memorable experience as I successfully used different tools to analyze brands' website and social media performance. It also helped me learn how to find reasons and improve a brand's engagement rate problem, and apply this skill to different works such as social media manager.
Achievements:
- Achieved a High Distinction for the presentation - scored 83.3/100
Competition Case:
- Competition by GREENACTUS 2021 that aims to spotlight the best product innovation for environmental protection while simultaneously elevating public consciousness about green initiatives.
This was the first contest I ever participated, it focused more on innovative start-up ideas than marketing, however, I tried to apply my marketing knowledge at the time to raise awareness for the product by utilizing social media. Our product concept perfectly fits the real world scene, as proven by Youtube's launch of a data saving feature (similar to our idea) just as we entered the final round, making my team became the champion.
My Responsibilities:
- In charge of the whole Market Research, Customer Analysis, Business Plan & Competitor Analysis.
Achievements:
- Champion of the GREENACTUS 2021 Competition.
9. INNOVATIVE PRODUCT PROPOSAL
Date: Completed in 05/2021
Client: MB Bank: A prominent Vietnamese financial institution known for its extensive banking services and nationwide presence.
