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Number of Customers of Philip Entertainment in the Period of 2018 - 2020

Graduation thesis Supervisor: MSc. Nguyen Thi Thuy Dat



Table 2.3: Number of customers of Philip Entertainment in the period of 2018 - 2020



Service type

Year

Compare

2019/2018

Compare

2020/2019

2018

2019

2020

Quantity

(People)

Structure

(%)

Quantity

(People)

Structure

(%)

Quantity

(People)

Structure

(%)

+/-

%

+/-

%

Fanpage Management

52

12.18

80

13.91

120

30.15

28

56

40

50

TVC advertising

25

5.85

35

6.09

15

3.77

10

40

-20

57.14

Livestream Service

30

7.03

45

7.83

20

5.03

15

30

-25

55.56

Short Film Production – Viral

10

2.34

7

1.22

5

1.26

-3

-30

-2

28.57

Mixing – Mixing – Recording

105

24.59

138

24

85

21.35

33

31.43

-53

41.41

Filming – Photography

(Wedding, event,..)

100

23.42

140

24.35

60

15.08

40

40

-80

57.14

Training in filming and photography,

video editing, image processing

60

14.05

80

13.91

55

13.81

20

33.33

-25

31.25

Online Marketing Training,

business communications

45

10.54

50

8.69

38

9.55

5

11.11

-12

24

Total

427

100

575

100

398

100





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(Source: Accounting Department of Philip Entertainment Media and Entertainment Company Limited, year

2020


In general, the number of customers in 2019 compared to 2018 increased sharply for all services (except for short film production services - viral). Fanpage Management service increased the most with 56% and Online marketing training service, communication for businesses increased the least with 11.11%. Entering 2020, the number of customers decreased seriously due to the Covid epidemic. Filming - photography, TVC advertising, Livestream are the 3 services that decreased the most (decreased by more than 50%); the exception is Fanpage Management service increased sharply (increased by 50% compared to 2019) due to the company changing its business strategy.

2.1.4.3 . Business performance results of Philip Entertainment LLC in the period 2018 - 2020

The company's business performance in the period 2018 - 2020 has many fluctuations. In 2019 compared to 2018, business performance increased slightly, total profit after tax increased by 42.53% compared to 2018, which means an increase of 370 million VND. In 2020, due to the development of the Covid epidemic causing many difficulties in business activities, total profit after tax decreased by 31.05% compared to 2019, which means a decrease of 385 million VND. Specifically as follows:

Table 2.4: Business performance of Philip Entertainment LLC in the period 2018 - 2020


Target

Unit of measure

Year

Compare

2019/2018

Compare

2020/2019

2018

2019

2020

+/-

%

+/-

%

Total revenue

Tr.đ

2,900

3,100

1,900

200

6.9

-1,200

38.71

Total cost

Tr.đ

1,740

1,550

855

-190

10.92

-695

44.84

Total profit before tax

Tr.đ

1,160

1,550

1,045

390

33.62

-505

32.58

Corporate income tax

Tr.đ

290

310

190

20

6.9

-120

38.71

Total profit after tax

Tr.đ

870

1,240

855

370

42.53

-385

31.05

( Source: Accounting Department of Philip Media and Entertainment LLC

Entertainment 2020)

2.1.4.4. Capital assets situation

The company's capital situation in the period 2018 - 2020 has many changes.


dynamic. In 2019 compared to 2018, total assets increased slightly, short-term assets increased by 39.41% compared to 2018, long-term assets decreased by 0.119%. In 2020, due to the development of the Covid epidemic causing many difficulties in business activities, total assets decreased by 0.472 billion VND (or 32.58%) compared to 2019. Specifically as follows:

Table 2.5: Capital assets situation in the period 2018 - 2020



Target


Unit of measure

Year

Compare

2019/2018

Compare

2020/2019

2018

2019

2020

+/-

%

+/-

%

Current assets

Billion VND

0.657

0.916

0.674

0.259

39.41

-0.242

38.71

Long-term assets

Billion VND

1,524

1,643

1,413

-0.119

7.80

-0.23

44.84

Total assets

Billion VND

2,181

2,559

2,087

0.378

17.33

-0.472

32.58

Short-term debt

Billion VND

0.187

0.659

0.48

0.472

252.40%

-0.179

38.71

Long-term debt

Billion VND

1,125

0.974

0.684

-0.151

13.42%

-0.29

31.05

Equity capital

Billion VND

0.869

0.986

0.923

0.117

13.46%

-0.063

-6.83

Total capital

Billion VND

2,181

2,559

2,087

0.378

17.33%

-0.472

22.61

( Source: Accounting Department of Philip Media and Entertainment LLC

Entertainment 2020)

2.2. Evaluation of Online Marketing activities of Philip Entertainment Media and Entertainment Company Limited

2.2.1. Objectives of marketing activities

Philip Entertainment Media and Entertainment Company Limited has been established for 3 years, the company has continuously developed and always brought satisfaction to customers. With the philosophy "customer is king" is a glue to strengthen the relationship between businesses and customers. The goal of the business is not only profit but also market share, growth rate, awareness, brand development Philip Entertainment is the leading media company in Hue in particular and in the Central market in general. And the specific goal of online marketing activities that


The company aims to focus on developing Facebook and Youtube communication channels to create customer awareness; increase interaction levels (likes, shares, comments, etc.); increase the rate of purchasing service packages through communication channels, etc. to create profits for the business.

2.2.2. Introduction to Online Marketing implementation methods of Philip Entertainment Media and Entertainment Company Limited

Philip Entertainment is a company operating in the field of media communications that has established a foothold in Hue city. To achieve that achievement, Philip Entertainment has focused on investing in online marketing activities. Below are 5 online marketing methods the company is using:

Facebook Advertising: Advertise products/services to millions of Facebook social network users.

Fanpage Care: A bridge to bring Philip Entertainment closer to customers through a professional and international image.

Youtube Care: Upload quality products that Philip Entertainment has made to the Youtube channel, so that those products can spread further to millions of Youtube users.

Press relations: Book directly with major domestic newspapers, provide information

by Philip Entertainment to millions of readers.

Email Marketing: Helps Philip Entertainment promote services or products

Take care of your customers at low cost.

2.2.3. Online Marketing activities that Philip Entertainment Media and Entertainment Company Limited has implemented

Online Marketing activities of Philip Entertainment Media and Entertainment Company Limited mainly take place on the fanpage “Philip Entertainment & Digital Marketing” on the social network Facebook. Therefore, in this study, the author will focus on analyzing Online Marketing campaigns taking place on Philip Entertainment’s fanpage in addition to other supporting communication tools.


Fanpage Care

As of December 25, 2020, the fanpage "Philip Entertainment & Digital Marketing" (https://www.facebook.com/PhilipEntertainment/) has 20,518 page likes and 20,842 page followers, with 5/5 stars based on 33 people's reviews and 18 customer reviews.

The special thing that makes the fanpage “Philip Entertainment & Digital Marketing” attract customers is the images and videos that are professionally designed and eye-catching by the technical staff. The images and videos are designed in a main color, increasing brand identity. Along with that, the content of the posts is scheduled according to different topics to create appeal, attracting viewers to stay on the fanpage longer.


Figure 2.1 Fanpage of Philip Entertainment company

Source: Fanpage “Philip Entertainment & Digital Marketing”

An example of a November posting schedule at Philip Entertainment:



Figure 2. 2 Philip Entertainment's November 2020 Facebook Content Plan

(Source: Planning - Marketing Department)

Content on the fanpage is planned at the beginning of each month, based on this plan, the marketing and technical departments coordinate to implement. The goal of each month's content is different to match the company's development strategy. Articles are posted daily with different topics to create appeal and increase interaction for the fanpage.

Run Facebook Ads

Some examples of advertising on Philip Entertainment's Fanpage:

(1) Advertising the No. 1 professional wedding reportage service in Hue



Figure 2.3 Advertising articles on Wedding reportage service

(Source: Fanpage “Philip Entertainment & Digital Marketing”)

The advertisement for the Wedding Reportage service was carried out on the company's Fanpage "Philip Entertainment & Digital Marketing" with a budget of 500,000 VND in 5 days, bringing good results as shown by the following numbers: 41,144 views, 23,030 interactions, 263 people expressing emotions on the post, 16 shares and 8,200 ThruPlays (watching the video for more than the first 15 seconds), meaning the cost for each ThruPlay was only 61 VND.

Figure 2.4 Advertising results Wedding reportage service

(Source: Fanpage “Philip Entertainment & Digital Marketing)


(2) Advertising Fanpage Management service


Figure 2.5 Advertising posts Fanpage management service

(Source: Fanpage “Philip Entertainment & Digital Marketing)


Figure 2.6 Advertising results Fanpage management service

(Source: Fanpage “Philip Entertainment & Digital Marketing

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