“Thai Thu Marketing staff are always cheerful and enthusiastic” has an average value of 3.76, showing that customers rate this criterion as good. When customers hire an external Marketing service, the business will work with the Marketing team throughout the contract signing process. The customer's criteria and requirements will be discussed directly with the staff of each department, even when the customer is angry and requests many revisions. The staff always shows a polite attitude, is always cheerful and enthusiastic towards the business customers.
“Consulting on customer problems and providing solutions”. For a Thai Thu Marketing company providing marketing services, it must always ensure that customer problems are resolved in the fastest and best way. The problems that customers encounter during the contract signing process, the company will always monitor and provide the most effective solutions for the customer's brand. Therefore, this criterion is highly appreciated by customers, customers are satisfied. However, 13% of customers are still not satisfied with the consulting service, answering questions is not enthusiastic and the solution is general and not specific.
“Ensure customer satisfaction to the end when using the service” has a fairly good average value of 3.77 customer reviews. When customers use the service at Thai Thu Marketing company, it will be done according to the customer's needs and wishes, customers can set out criteria, requirements and have the right to tell the marketing team to edit until it is to the customer's wishes. And to ensure consistency, the relationship between the two sides, Thai Thu will ensure customer satisfaction at each level calculated by the number of edits depending on the products and services that customers choose at the company. Especially products that are easy to change such as developing Brand Identity allow the customer to edit up to 5 times after the customer hands over the plan.
High professionalism
Criteria "Thai Thu Marketing staff is highly professional". This criterion is rated by customers as quite good, but not good because it is still quite high with customers rating it as not good at 18.8%. Showing that the team works
The work of Thai Thu Marketing company is not really professional. With listening skills, understanding customer needs, employees have not responded quickly and sensitively, so customers rate this criterion as not good.
The criterion “Employees understand customers the fastest” is rated quite well by customers. Customers rated good to very good accounting for 47.4%, mostly real estate businesses and shops, cafes because the company has a team of employees who have good knowledge of these fields of operation. Therefore, for marketing in those fields, customers only need to hand over the plan once, the marketing team has planned and implemented it well.
With 22.7% of customers giving a poor rating on this criterion, many restaurant business customers and business owners who have used outsourced marketing services at competitors' companies believe that the staff understands the customers' wishes but is not quick enough and customers have to answer many times.
The criterion “Customers are always consulted and have their questions resolved after using the service” is rated as very good by customers, accounting for 70.8%. Thai Thu Marketing Company will have a policy to support old customers and those who have used the company’s services by answering questions and providing advice on solutions for customer businesses. Even better, the company’s leadership will directly resolve customer issues in the best way.
Thus, Thai Thu Marketing company has outstanding criteria such as quality, price, and brand recognition in the perception of customers in Hue city.
2.2.6 Questions related to the development orientation of Thai Thu Marketing company
Customer feedback when using services at Thai Thu Marketing: Most customers evaluate the quality of Digital Marketing products, Brand recognition and training courses that have received many compliments and are accompanied by comments that the staff needs to improve their understanding skills and work professionally.
Customer feedback and comments on customer service: Customers rated the staff as enthusiastic and cheerful, especially Ms. Thu, the company director. However, there were many comments on customer service regarding more thorough and quick consultation on courses, consultation on service packages and solutions after using the service should be clearer for each customer's business needs.
Customer suggestions for Thai Thu Marketing's brand development in the future such as increasing brand promotion to expand the market and increase brand coverage in Hue, improving the quality of the Marketing staff in terms of understanding of customer products/services, and professionalism.
Table 2.19: Qualitative table of development orientation questions of Thai Thu Marketing company
STT
Question | Example answers | |
1 | When using the services at Thai Thu Marketing company, how do you feel about the product quality? Do you have any comments about the product quality? | “The digital marketing course is very good. The teacher teaches enthusiastically and is easy to understand. Suggestion: Add more classes.” |
“Design a beautiful Brand Identity. But you must improve your skills to quickly understand customers to be effective. fastest.” | ||
“Satisfied with the advertising service. Achieved the right targets.” the criteria given by the customer.” | ||
“Good courses.” | ||
“Building a new real estate project strategy is very good.” | ||
“Logo design is confusing. Overcoming the question mark while work both ways.” | ||
2 | Please give your comments about the service. | “The staff are enthusiastic, cheerful, and always respectful of customers.” |
“Ms. Thu is very enthusiastic and works very professionally. provide brand development solutions for very satisfied customers. |
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Thai Thu Marketing customer care? | heart." | |
“Improve customer service after use service." | ||
“Consulting on courses is not enthusiastic or quick.” | ||
“Customer consulting and providing solutions are still common. general. Should be more specific” | ||
3 | Could you please give your comments on the development of Thai Thu Marketing's brand in the future? | “Enhance the Marketing team with professional quality more professional.” |
“Improve the quality of the company's service packages.” | ||
“Advertise more, so customers can recognize trademark." | ||
“Develop courses with multiple schedules for customers to selectable goods.” | ||
“Training professional staff.” | ||
“Should learn about the customer's products or services do business more carefully to ensure quality." | ||
“Expanding the business market to provinces and cities. Increasing the brand coverage in Hue market.” |
(Source: Customer survey via questionnaire)
CHAPTER 3: SOLUTIONS TO BUILD A STRATEGY TO POSITION THE BRAND OF THAI THU MARKETING IN THE PERCEPTION OF CUSTOMERS IN HUE CITY
3.1. Basis for proposed solution
3.1.1. Development orientation of Thai Thu Marketing company in the future
next year
- Currently, the company has a large number of customers from North to South. Most of the customers are from Hue and Da Nang. In the following years, the company will continue to develop and build its brand, increasing coverage in the Hue and Da Nang markets.
- However, after 1 year of operation, Thai Thu Marketing has brought a fairly stable understanding of business marketing activities to these 2 markets. Therefore, Thai Thu Marketing will continue to expand the market to neighboring provinces, where many young businesses are forming but do not have the support and investment of Marketing to dominate the market such as Quang Ngai, Nghe An, ...
- Always consider the Marketing team as the core. Improve the quality of the staff. Build a highly professional marketing team for Thai Thu Marketing.
- At the same time, Digital Marketing and Brand Identity and courses will continue to be focused on as key products for long-term development, building a brand for Thai Thu Marketing.
3.1.2. SWOT analysis of Thai Thu Marketing company
Strengths:
- Management team with over 10 years of experience in the field of communications and Digital Marketing.
- Is a place that provides Marketing services and is also a place for professional Marketing training in Hue. This is also the most outstanding point of the company.
- Full Marketing package includes Digital service packages, social media, commercial marketing, website design and brand identity. All-inclusive convenience
Services for new businesses entering the market, easily gaining a foothold with competitors.
- Service prices are cheap, optimizing costs for businesses.
Weaknesses:
- As a newly established brand on the market, not yet known by many business customers.
- Competitive position in the industry is not high.
- Current human resources are limited in number of people and new employees, so professional training is needed.
- Advertising media is limited, there are few promotional programs on major holidays.
Opportunity:
- The potential for development in the Marketing industry is being promoted.
- Customer demand for advertising services is increasing.
- Businesses in the market focus on building and developing brands.
=> Great opportunity for the company.
Challenge:
- Competition in the industry is increasing
- Many strong and long-standing competitors such as: OABI, FLYADS,..
- Customer businesses are more demanding in choosing outsourced marketing services.
3.1.3. Solution to build a brand positioning strategy for Thai Thu Marketing in the perception of customers in Hue city
From analyzing and comparing competitors based on customer reviews of Marketing brands in the Hue City market, it can be seen that customers associate the most with 3 attributes: Brand recognition, Good quality, Price. These are the strongest attributes of the Thai Thu Marketing brand.
Thus, in the coming time, Thai Thu Marketing brand needs to invest more than half in service quality to maintain its Quality position in the hearts of customers.
At the same time, regularly coming up with development strategies not only retains loyal customers but is also a way to find new customers.
3.1.3.1.Solutions to enhance brand promotion
Any brand that wants to develop its brand positioning in the minds of customers cannot lack promotional programs. Nowadays, information technology is developing strongly, so it is easier for businesses to bring their brands closer to customers.
Thai Thu Marketing Company is a Marketing Startup company in the Hue market. With the past year of operation, the company has continuously developed its brand positioning in the Hue market. Thai Thu Marketing has promoted its brand mainly on social media channels Facebook and Zalo. And to increase brand awareness coverage, the author suggests:
Social media communication: Facebook, Instagram, Google Ads, Tiktok.
With the number of social network users constantly increasing, brand advertising on social networks is an extremely effective method. Increase advertising costs to target business customers. Help Thai Thu Marketing company easily increase brand coverage in the market, as well as find potential customers.
Regularly share business information about the company's vision, mission, development directions and achievements. To create trust and build brand reputation with customers.
Regularly post on social networks: Why do businesses need Marketing? What would businesses be like without Marketing? What are the benefits of outsourcing Marketing for businesses? It is important for customers to better understand the benefits of Marketing your business's products/services.
Website for branding and optimization on search engines
Currently, the website of Thai Thu Marketing Company has been established and optimized on search engines, which is known to many customers. However, the company needs to invest more in advertising on the website and optimizing on search engines. Invest in human resources for a long time to maintain website optimization to avoid being downgraded. Regularly update information about the company's services, share information about the Marketing industry to approach customers more intimately, helping customers remember for a long time.
Create a link between the Facebook link and the website link to increase interaction.
between the two parties. Help customers be more flexible in searching for company information.
Increase corporate participation from business seminars and community organizations.
Organize customer appreciation programs for large customers, using the company's services to increase customer loyalty to the brand over competitors.
3.1.3.2. Building and improving the qualifications of the Marketing staff
In any job or activity, people are always the key factor to determine the quality of products or services. Therefore, if you want a Marketing company to develop sustainably, the first thing to do is to build and improve a team of Marketing staff with good quality.
To improve the effectiveness of the company's marketing activities, first of all, retrain the Marketing team. Department heads are people with over 10 years of experience in the field of Marketing, working with optimal efficiency. However, the new team is mostly young people without in-depth experience in Marketing. Therefore, Thai Thu Marketing company needs to train specialized staff in courses according to each person's expertise: Digital marketing, social media communication, design, ... to improve the level of the company's team.
In addition to professional fields, employees need to practice skills such as: