UNIVERSITY OF ECONOMICS AND FINANCE
FACULTY OF INFORMATION TECHNOLOGY
ONLINE CUSTOMER BEHAVIOR
Project Report on Thien Long Group
Lecturer: Nghiem Tan Phong
Class: A01E
Group 4:
Phạm Ngọc Anh Lan - 205120525
Trịnh Hội An - 205120905
Nguyễn Tâm Tuấn - 205121283
Đỗ Lê Tường Vy - 205121498
Phạm Minh Đạt – 205120212
March 31, 2024
ABSTRACT
With the topic "Stationery" for the subject "Online Customer Behavior", our group discussed
and chose Thien Long Group Joint Stock Company (abbreviated as TLG) as the main research
topic in the field of Writing Pens. Thien Long is a long-standing Vietnamese brand associated
with the majority of Vietnamese people who grasp the trend of online shopping along with the
explosion of e-commerce platforms in general in recent years, which has changed their habits.
and consumer shopping behavior. From very early on, Thien Long has paid great attention to
the visual aspect of "images" on online channels such as websites, youtube, social media
channels such as facebook, tiktok, .... At the same time, promote retail and product distribution
on e-commerce platforms such as Shopee, Tiki, Lazada, ...
During the preparation of this report, we researched, collected and analyzed data conducted
by TLG. On that basis, this report analyzes online consumer behavior of Thien Long Group
Joint Stock Company, in order to clarify and evaluate the factors that affect online consumers'
purchasing decisions. From there, make improvements and suggestions for future management
activities.
We hope that this article will provide new perspectives and provide students with useful
knowledge about online consumer behavior as well as provide practical solutions for your
corporation. Thien Long Group in a dynamic and strongly developing economic environment.
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ACKNOWLEDGEMENT
Our group of 4 would like to thank City University of Economics and Finance. HCM has
created conditions and opportunities for them to be exposed to the subject "Online Consumer
Behavior". This is a subject that provides us with solid knowledge of the topic as well as
teamwork skills and problem-solving skills through real-life situations. We would like to
sincerely thank Mr. Nghiem Tan Phong for guiding and giving much useful advice for our topic
"Analysis of Thien Long Group Joint Stock Company". Within the scope of the subject and the
time allowed, our group's work will inevitably make mistakes, as well as need to be improved
and we hope to receive comments from the teacher.
Once again, we would like to express our deep gratitude for your support and encouragement
during our studies and hope to receive more encouragement and support from you in the future.
Best regards,
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TABLE OF CONTENTS
ABSTRACT ...........................................................................................................................1
ACKNOWLEDGEMENT .....................................................................................................2
TABLE OF CONTENTS .......................................................................................................3
TABLE OF ABREVIATION ................................................................................................5
TABLE OF FIGURE .............................................................................................................5
LIST OF TABLES .................................................................................................................5
PART 1: OVERVIEW OF THIEN LONG GROUP .............................................................6
I. Introduce about Thien Long Group Joint Stock Company .................................................6
I-1. History of Formation and Development ......................................................................6
I-2. Field of Activity ..........................................................................................................6
I-3. The success of Thien Long ..........................................................................................7
II. Market analysis of Thien Long Group ..............................................................................7
II-1. Microenvironment analysis ........................................................................................7
II-2. Macro environment analysis ......................................................................................8
II-3. SWOT model analysis ...............................................................................................9
II-4. Competitors in the same industry...............................................................................9
PART 2: ANALYZE ON CUSTOMER BEHAVIORS ......................................................11
III. Customer portrait ...........................................................................................................11
III-1. Demographic segmentation ....................................................................................11
III-2. Psychologic segmentation ......................................................................................11
IV. Factors affects to customer behavior .............................................................................12
IV-1. Social and culture factors .......................................................................................12
IV-2. Individual experiences factors ................................................................................12
IV-3. Psychological factors ..............................................................................................13
PART 3: STRATEGIC ANALYSIS ....................................................................................13
V. Strategy "Radiating knowledge, blowing atmosphere" through the new Pastel product set
..................................................................................................................................................14
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V-1. Aims to aim for ........................................................................................................14
V-2. Insight ......................................................................................................................14
V-3. Communication activities ........................................................................................14
V-4. Achieved numbers ...................................................................................................15
VI. Strategic analysis: Formula to create "emotional domino effect" of CSR Thien Long .15
VI-1. Objectives: ..............................................................................................................15
VI-2. Insight: ....................................................................................................................16
VI-3. How to create a chain of "domino" effects of the divine Thien Long ....................16
VI-4. The results achieved by the campaigns led to the Domino phenomenon...............18
VII. Conclusion: ...................................................................................................................18
PART 4: CONCLUSION AND SOLUTIONS ....................................................................19
VIII. Overview .....................................................................................................................19
IX. Our suggested solution...................................................................................................19
IX-1. Solution 1: Build app ..............................................................................................19
IX-2. Solution 2: Increase purchase rate through Livestream..........................................19
CONCLUSION ....................................................................................................................20
REFERENCES.....................................................................................................................21
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TABLE OF ABREVIATION
Abreviation
Describe
TLG
Thien Long Group Joint Stock Company - ThienLong Group
HS
Pupil, students
PH
Parents
Gen Z
Generation Z, also known as Zoomers, is a demographic group between
the Millennials and Alpha generations
KOC
Key opinion consumer - Consumers have influence in the market
KOL
Key opinion leader - influential person
PR
Public relations
TABLE OF FIGURE
Figure II-1: Thien Long's competitors in 2023 ....................................................................10
Figure V-1: Strategy "Radiating knowledge, blowing atmosphere" through the new Pastel
product set. ................................................................................................................................14
Figure VI-1: Image of volunteers in event “Support the exam season” ..............................16
Figure VI-2: Poster of results from campaign “Supporting exam season 2023” .................17
Figure VI-3: Poster of campaign “Share with teachers 2023” .............................................17
Figure VI-4: Poster of Campaign “Sustainable CSR strategy” ............................................18
LIST OF TABLES
Table I-1: Table of main groups products from Thien Long .................................................6
Table II-1: Comparison table of the above 3 companies .....................................................10
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PART 1: OVERVIEW OF THIEN LONG GROUP
I. Introduce about Thien Long Group Joint Stock Company
I-1. History of Formation and Development
Founded in 1981 with the first ballpoint pen product, Thien Long began an ambitious journey
of development to dominate the market. From 2000-2010: Thien Long period of development.
With unremitting efforts, Thien Long has created its own segment, winning the trust of
consumers and industry partners. From there, we can affirm our position throughout the
territory. During the period from 2010 to 2015: witnessed Thien Long's progress in integrating
technology and optimizing production processes. Since then, Thien Long has not only improved
the efficiency of the production line but also improved the quality of each product. thereby
seeing incredible adaptation to changing market requirements. From 2015 to present: despite
facing challenges, Thien Long has developed and expanded beyond Vietnam to conquer
international markets. Today, Thien Long still stands at the forefront of the stationery industry,
continuing to affirm its position in the world
I-2. Field of Activity
Thien Long produces and sells main product groups:
-
-
Popular writing pen product groups: ballpoint pens, gel pens, gel butter, ballpoint pens,
needle markers...
Office product group: pencil, whiteboard marker, oil marker, erasable pen, erasing tape,
highlighter pen, pen stand, paper knife, stapler, stamping needle, needle remover, error
puncher
Student tool group: ink, student whiteboard, chalk, ruler, wooden/chunk pencil, pencil
sharpener, eraser, dry glue, nail glue, compass, scissors, notebook
Technical tool group: wax, crayons, colored pencils, coloring brushes, watercolors,
Posca colors
Table I-1: Table of main groups products from Thien Long
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With rich designs, high quality and reputable brands. Thien Long is committed to meeting
all customer needs. From products for preschool, elementary school, high school, university...
to employees and executive levels, Thien Long always brings the most satisfaction to users. In
addition to product quality, we also care about convenience and comfort for users. At the same
time, we always set reasonable prices, helping people easily access and use the best quality
products from Thien Long.
I-3. The success of Thien Long
Thien Long is the number 1 brand in the field of stationery in Vietnam and the leading brand
in the region, ranked in the top 17 best business partners in the world stationery market. Thien
Long has built and developed an extensive distribution channel in the Vietnamese market from
north to south, with more than 60,000 retail points.
In addition, Thien Long also builds online sales channels for schools, businesses (B2B),
supermarkets, shopping centers, chain stores and online sales channels to promote sales
activities, thereby staying ahead of distribution and consumption trends through digital
transformation. Thien Long is committed to always developing, continuing to invest and
develop foreign markets, bringing products under the FlexOffice and Colokit brands to more
than 60 countries across 6 continents.
II. Market analysis of Thien Long Group
II-1. Microenvironment analysis
Currently, in the Vietnamese ballpoint pen market, there are a few companies and
corporations specializing in manufacturing and supplying products in the stationery industry,
especially ballpoint pens. Currently, there are 3 large companies holding the majority of the
market:
-
Thien Long Production and Trading Joint Stock Company: accounts for 40% of the
ballpoint pen market share
- Ben Nghe Company: accounts for 25% of the ballpoint pen market share
- Deli: accounts for 12% of the ballpoint pen market share
In addition to the three companies mentioned above, the stationery industry also has many
small, family-owned stationery production facilities.
Thien Long ballpoint pen has always been at the forefront of the Vietnamese ballpoint pen
market in recent years, thanks to the following factors:
-
Manufactured using advanced, modern machinery and high-quality raw materials, Thien
Long's products always achieve durable quality, high aesthetics, and stability.
Product designs and features are continuously improved, in order to meet changes in the
tastes of the company's potential customers for research and development.
o Thien Long company also has a large distribution system nationwide including
many agents and retail stores: more than 30,000 retail points; two distribution
channels at supermarkets, bookstores, convenience stores and schools, ...
o Carry out corporate responsibility to society through activities to help students
such as exam season support, teacher support, ...
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Threat of alternative industries:
The characteristic of ballpoint pen products is that they have the same uses as fountain pens
and needle pens, which are currently widely sold on the market and are mass-produced by
foreign companies and then imported into the Vietnamese market, mostly. products originate
from China. That's why the competitiveness of this product with the Thien Long ballpoint pen
is very high. In addition, with the explosion of technology in products such as electronic pens,
apple pens, book readers, Tablets, etc., the need to use ballpoint pens is reduced. This trend is
also a significant influence on the demand and market share of the traditional writing pen
segment in the future.
II-2. Macro environment analysis
a. Natural environment
According to a survey by a third-year student at Ho Chi Minh Foreign Trade University, in
Ho Chi Minh City there are currently more than 200 schools with more than 400 thousand
students. On average, each person uses about 2-3 ballpoint pens/month, with more than 800
thousand ballpoint pen shells equivalent to about 8,000 kilograms of CO2 eliminated into the
environment/month. Currently, Vietnam follows the path of green economic development.
Specifically, on June 13, 2003, the Prime Minister signed and issued Decree 67/2003/ND-CP
regulating the collection of environmental fees for wastewater. Therefore, to reduce costs
incurred in collecting wastewater fees, Thien Long ballpoint pens will need alternative, more
environmentally friendly raw materials.
b. Cultural and social environment
In the time of our ancestors Vietnamese people had a tradition of studiousness. Following
the example of their predecessors, generations of descendants always cultivate knowledge and
practice morality - that is considered the first goal of studiousness. Knowledge is understanding
about all aspects of life; "understanding is lifelong" and part of knowledge is transmitted
through writing. Therefore, the important role of a pen is undeniable. Therefore, Vietnamese
consumers will always pay attention to the quality and convenience of a ballpoint pen.
c. Population environment
2009: Source from Vietnam General Statistics Office:
The total population of our country at 0:00 on April 1, 2009 is 85,789,573 people. The
number of females is 43,307,024 people; the gender ratio is 98.1 males per 100 females.
Population growth rate: 1.2%.
With a large population size, population growth momentum is still high and can be
maintained for many more years. According to forecasts, our country's population will continue
to increase until the middle of the 21st century, that is, by 2048-2050. Our country has just
stabilized and will not continue to grow with a population of more than 100 million people. It
is absolutely no exaggeration to assert that everyone at least once in their life has used a
ballpoint pen because of its superior features. Therefore, as the population increases, the market
size of ballpoint pens increases.
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II-3. SWOT model analysis
a. Strength
-
A strong brand, leading in the pen business in Vietnam.
Offers a wide range of office products, from pens, textbooks, student tools to high-end
products such as pen, notebook.
The extensive distribution network is spread across 63 provinces across the country.
Modern manufacturing facility, advanced technology, guaranteed high product quality.
Highly skilled, experienced, enthusiastic and creative staff.
b. Weakness
Thien Long Company is experiencing a shortage of senior management personnel as the
company expands its scale of operations: With the new goal of ensuring the company's product
quality is equivalent to European standards, Therefore Thien Long is currently importing high
quality production equipment. If the import of high quality equipment is combined with the
cost of imported labor due to limited domestic labor resources, this will cause the cost and price
of the product to increase.
c. Opportunity
In the face of the global economy, Vietnam is a country that continues to grow and the total
retail index in Vietnam also increases, so the demand for machinery will increase.
The size of the Vietnamese market increases as the population increases. Vietnam's
accession to the WTO is an opportunity for Thien Long to buy machinery and equipment at
lower prices and expand its market globally.
d. Threats
Currently, due to the increase in crude oil and gasoline prices worldwide, the price of input
materials will increase, leading to an increase in product costs. Authorities have not yet resolved
the problem Counterfeit and counterfeit goods flooding the market.
Our country is moving towards a green path - paying more attention to environmental
protection. It is possible that in the future the government will raise waste fees or lower waste
standards, which could potentially increase waste treatment costs for Thien Long. This will
cause the price of the product to increase significantly.
II-4. Competitors in the same industry
Currently in the ballpoint pen market in Vietnam, the company has two main competitors:
Ben Nghe Company, is the second largest company in the field of stationery, second only to
Thien Long with a pen market share of about 25%, competing directly with Thien Long in the
pen market. Ben Nghe company's current advantage: this is a long-standing ballpoint pen brand
in the Vietnamese market, so they have experience in production and distribution, and they also
have a certain number of loyal customers, ...
The Deli brand is known as Asia's leading stationery group headquartered in China and has
exported its products to more than 130 countries across the continent. Established in 1981 but
did not enter the Vietnamese market until 2005. Deli provides a variety of stationery products,
including pens, pencils, crayons, highlighters, ink pens, ... Deli is a new company entering
Vietnam, after nearly 10 years it has risen to the top position. 3rd place in the pen industry with
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12% of the domestic pen market share. Deli focuses on online marketing such as: Advertise on
Facebook, YouTube, TikTok. They also cooperate with influencers and KOLs/KOCs to
promote products. Sell directly on e-commerce platforms.
Criteria
Thien Long
Deli
Ben Nghe
Brand
Positioning
"Nation", associated
with student age
Modern, youthful
High-class, luxurious
Marketing
channels
Traditional & Online
Online
Traditional
Strength
Prestigious brand,
quality products, wide
distribution network
Modern design,
competitive prices,
effective online
marketing
The products are of
high quality and the
company has a longstanding reputation in
the industry.
Weakness
The lack of
professional technical
staff cannot meet
development needs.
The brand is not widely
known and lacks access
to traditional sales
channels
Ineffective marketing
strategy to reach young
customers, lack of
online sales channels
Table II-1: Comparison table of the above 3 companies
Besides, there are other groups of companies such as: Chinese, Japanese, and Thai
companies with a variety of brands. Their strength is rich designs, low product prices, but the
quality of the products. The product is unstable, causing the product to limit many types of pens
imported into Vietnam through smuggled Paper Mate, Zebra, Staedtler, Pentel, Bic, Hero,
Parker.
Figure II-1: Thien Long's competitors in 2023
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PART 2: ANALYZE ON CUSTOMER BEHAVIORS
III. Customer portrait
III-1. Demographic segmentation
Based on the laws of the Ministry of Education and Training Viet Nam, the minimum age
that children have to come to school is 6 years old, which means any children must be educated
at school from primary education. Through their activities, we recognize those kids could start
to use Thien Long’s products:
With the children from kindergarten to primary school, they normally use the purple ink
pens, crayons and some products for hand-craft work. But since secondary school, which means
from 10 years old and over, using ballpoint pens will help them easier and faster while learning
at school. Even while they go to work, from 20 to 50 years old, they generally use nearly all of
their time. To buy those utensils, we surely have money, which means, we have some income
to analyze. From those ages, we will divide them into 2 groups: (1) they already have income
even if it's less or much, and (2) they don't have any money, still depend on an allowance from
parents.
So, through demographic segmentation from Thien Long products as general and ballpoint
pen in specific, we imagine that the customers will be any gender from 5 to 55 years olds in any
jobs or activities. In the sense that, in any geographic location in VietNam and other countries
in partnership with Thien Long Group, we will meet them. However, in the case of limited time,
cultural differences, we just research about people in VietNam.
III-2. Psychologic segmentation
As normal, from 10 to 20 years old, most of them would like to research and determine their
own character, which we call “their colors”. Therefore, it is easy to recognize the color of each
student or some adult from their utensils. Some get anything with green, or red, or pink while
somebody would like the sea pattern, ... There is a group who would like to pay for the set of
products that fit “their colors”.
On the other hand, they not only choose by “their colors”, it could depend on their hobbies
that they are influenced by KOC, KOL. Examples are using gel pens or pastel color pens to
write bullet journals or practicing calligraphy which is influenced by Happy Hidari, who is an
influencer to lots of adults. As normal, we couldn’t write the dairy or note something without
pens, from there, if they would like to have a notebook with beautiful handwriting as influence,
they could accept to pay the minimum amount of money to have a set of products - we would
like to mention about the pastel color products from Thien Long, to practice then.
Overall, if we just analyze through demographic, we will have the customer from the
Millennials generation, to Generation Z and Generation Alpha. But with the psychological
segments, we surely visualize the target customer and principal consumers is the Generation
Z - a generation that never steps back on learning and growing their individual career and color.
Which is to say Thien Long must focus on this group’s demand and specification: minimalist,
various designs, and responding to flexible demands.
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IV. Factors affects to customer behavior
This section focuses on consumer behavior and factors that influence purchasing behavior
such as cultural, social, personal, and psychological. Based on the consumer purchasing
decision process from need perception, product information search, evaluation, purchase
decision and post-purchase behavior. For Thien Long ballpoint pen products, the research is
based on 3 main factors including: cultural & social factors, personal factors - specifically, here
are the conditions that motivate consumers to choose to buy the product. of the brand, and
finally the psychological factor - specifically here, the psychological factor of self-affirmation
that drives the choice of Thien Long's products.
IV-1. Social and culture factors
In Southeast Asian culture in general, and Vietnamese culture in particular, we have the
saying "Your handwriting defines your personality", for that reason, choosing a pen also
becomes important. Mostly, for elementary school students, the school requires the use of
fountain pens and purple ink bottles to practice "clear and bold handwriting" for "roundness";
From middle school onwards, the need to write papers needs to be quicker and more flexible to
serve the learning process more effectively, which is why the use of ballpoint pens instead of
fountain pens is approved.
However, in the era of modernization, bringing purple ink pens to school also needs to be
convenient, so choosing purple gel ink pens or ballpoint pens for elementary school children
also becomes an option. choose to let the PHs decide to spend money to buy. From middle
school onwards, using purple ink or a fountain pen to write also becomes an option for
convenience, convenience and compactness.
In addition, the Thien Long brand is a big name for previous generations, also known as PH
of the Gen Z generation, so surely many times Gen Z friends see or hear their parents choose
to buy pens or utensils from Thien Long. Therefore, learning and perception are gradually
trained as part of Gen Z's memory, which will help promote product purchase decisions.
In addition, no matter where one is, as long as one is Vietnamese, one will certainly always
have the perception of mutual love (perception of...). Of course, supporting people is not just
about money, but also about contributing human strength and community solidarity to support
each other. Therefore, Thien Long's participation in programs related to strengthening and
supporting educational activities nationwide also helps improve the corporate responsibility
image to consumers. Along with the strong coverage and presence of its image, it will also help
users choose to buy products "Vietnamese people use Vietnamese products".
IV-2. Individual experiences factors
For Gen Z, choosing where to buy from the store is not an important factor in shopping,
because they have a new habit of buying from e-commerce platforms, also known as online
shopping. However, where to buy is also a personal need factor that affects your purchasing
decision:
For purchases at stores - offline channels: usually they have a clear picture of what their
needs are, they already know clearly about the product they want, or they simply need it quickly
and conveniently. A pen that is not too important about features or design but still has to be
cheap, and has a reputation of popularity. Most of the time, the choice to buy products at the
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store is usually that customers have previous experiences with certain products and they buy
again according to their previous purchasing experiences.
For purchasing behavior on e-commerce platforms including official websites, Shopee,
Lazada platforms... - also known as online channels: most customers are looking for specific
information. more about the product: like comparing prices in terms of design, features, colors,
reviews of previous customers on the product you choose or with products from other brands.
So, personal factors in choosing where to shop will be largely influenced by the user's
experiences and shopping needs. So, to fully exploit personal factors to help promote shopper
behavior towards the brand, the company should continue to maintain both its online and offline
stores.
IV-3. Psychological factors
As we have summarized the psychological factors in the portrait section above, with the
physiological age group from 15 to 27 years old, most users have the psychology to express
their own colors in a unique way through everyday items such as costumes, jewelry accessories,
and work items. There are people who favor a certain color, so the items they use will prioritize
that color. And combining products in a harmonious way partly depends on the user's aesthetic
taste, and also depends on the color palette of the products that the brand makes. Therefore,
when producing product sets with color tones that represent personal identity, brands should
consider treating the color tones so that they are not too bright, making it difficult to use in
combination with items. different colors, as well as not overdoing the color scheme so that
flexibility in work is affected.
Thien Long has grasped this need of users, so instead of producing each small set with
separate colors, the company has launched product sets with the same color tones, helping make
shopping more convenient. In addition, these product sets also have the same pastel color tones
that are both suitable for user trends and suitable and elegant for all different situations.
PART 3: STRATEGIC ANALYSIS
Thien Long's previous main designs and products mainly followed the main style of blue
and white, representing maturity and knowledge. Through the analysis above, the target
audience that Thien Long is targeting are students of school age, individuals with unique
personalities, new styles, following trends and design requirements. and diversity in product
colors. In addition, with the development of technology, supporting products such as e-readers,
apple pencils, tablets & laptops increasingly require Thien Long products to change products
to suit the needs and markets. filial piety. That's why Thien Long has researched and launched
a series of new products in the Pastel product range. To better understand this strategy, we will
clarify the following factors.
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V. Strategy "Radiating knowledge, blowing atmosphere" through the new
Pastel product set
Figure V-1: Strategy "Radiating knowledge, blowing atmosphere" through the new Pastel
product set.
V-1. Aims to aim for
Thien Long focuses its new product line on 3 major goals including:
-
Reposition the brand, increase brand loyalty, thereby consolidating a solid market share
in the stationery segment
Increase visual recognition through the new Pastel product set
Increase sales revenue through e-commerce platforms
V-2. Insight
Gen Z represents a vibrant, talented generation with its own personality and color. They are
people who had early exposure to the Internet, are tech-savvy and favor modern products that
"catch trends" with current trends and their needs and hopes of expressing themselves. For
them, stationery products are not only essential items for personal needs but also "accessories"
for them to express their own personality and mark. In particular, Thien Long always focuses
on activities related to charity and the environment towards the great mission of serving and
contributing to the social community; And that is also the heart and priority of Gen Z customers,
through which Thien Long understands and accompanies these customers.
V-3. Communication activities
a. TVC advertising through Social Media channels
The explosive start with the launch of the Pazto Collection includes: Ballpoint Gel Pen,
Highlighter Pen, Eraser/Eraser, Ruler, Storage Cover & Fiber Pen dressed in 5 Gen Z pastel
colors: purple, pink, turquoise, green, yellow, ... with the combination of two brand
ambassadors - representing prominent Gen Z: Player Tuan Tai and Singer My Anh. TVC
appeared on LCDs of busy commercial center buildings along with the video "Behind The
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Scene" of TVC "Radiating knowledge - Radiating temperament" which went viral throughout
the Tiktok platform.
b. PR series
The series of PR articles has the elements "NEW, UNIQUE and INSPIRING". Posts on
social media channels aim to spread complete and attractive information about the campaign
message, creating attention and lively discussions about knowledge and temperament among
young people. During the campaign, Thien Long introduced to users a new set of Pastel color
products through the promotion program "Welcome knowledge - Receive quality gifts" with a
prize value of up to 3 billion VND.
c. Combine KOL and KOC
Thien Long focuses on collaborating with famous KOC friends to review products in the
new Pastel collection on social network channels. Reviews are posted on multiple platforms
such as Facebook, Tiktok, Youtube, ... which are suitable for the shopping habits of today's
young people.
d. Series of events "Radiating intelligence - Sparking temperament"
A series of events in the series of events "Radiating intelligence - Sparking temperament" at
many locations such as Giga Mall Thu Duc, universities such as Hong Bang International, Ho
Chi Minh Polytechnic, .... A series of activities at points of sale with POSMs displayed and
games also attracted a large number of customers to participate and buy products.
V-4. Achieved numbers
The campaign "Radiate intelligence - ignite temperament" starting from August 2022 December 2022, within more than 4 months, has achieved impressive outreach numbers,
bringing the Thien Long brand from a national traditional product to people. Companion of
modern, youthful and dynamic Gen Z.
Statistics on achieved results:
-
More than 100k views for 12 PR articles, and the Emagazine series alone reached more
than 50k views.
- Exceeded revenue by 20% compared to expectations
- More than 65 million TVC views on a platform: 39 million views on Youtube, 26 million
views on Tiktok and more than 10 million on Facebook.
- More than 10,000 people participated in the series of events "Radiating spirit - glowing
spirit"
With clear directions, identifying potential target customers is the foundation for the success
of this campaign. This is a long-term campaign with a perfect combination of offline and online
activities. The campaign has created a buzz and once again reaffirmed the position of the brand
"Thien Long - National stationery brand". people".
VI. Strategic analysis: Formula to create "emotional domino effect" of CSR
Thien Long
VI-1. Objectives:
As analyzed in the first strategy, we have seen the success of the strategy "Radiating
knowledge, flaring temperament" Thien Long has achieved extremely impressive numbers.
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However, in addition to the above strategy, Thien Long was successful with their next
campaigns and how were they able to create such a successful series of events? We will also
delve into how they create the "Emotional Domino Effect", the harmonious combination of
each strategy that has helped Thien Long create strong breakthroughs.
VI-2. Insight:
Thien Long with the goal of serving (Corporate Social Responsibility), demonstrates
corporate social responsibility through meaningful and far-reaching community activities for
teachers and peers. Children are students
Figure VI-1: Image of volunteers in event “Support the exam season”
VI-3. How to create a chain of "domino" effects of the divine Thien Long
This effect refers to a change in a certain behavior at the starting point, automatically
generating successive chains of similar reactions. At the same time, these changes also affect
related behaviors, so the Domino effect gradually forms interconnected chains of reactions.
From a small trigger to everything “exploding” in consecutive order.
a. Campaign: “Support the exam season”
This is a program Thien Long always carries out regularly every year. Every year Thien
Long has innovation and creativity, typically with the participation of beauty queen Luong Thuy
Linh and MC Khanh Vy. Especially, Thien Long also received enthusiastic support and
response from students. With the contribution and cooperation of the community and society,
Thien Long has achieved success in the campaign "Supporting exam season"
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Figure VI-2: Poster of results from campaign “Supporting exam season 2023”
b. Campaign: “Share with teachers”
This year's sharing campaign with teachers had a change when all the ambassadors were
ethnic minorities. Through this, we can see that Thien Long's communication messages are
truly meaningful and humane. They want to spread to all parts of the country. This meaningful
message has empowered and inspired everyone. even those in remote areas
Figure VI-3: Poster of campaign “Share with teachers 2023”
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c. Campaign: “sustainable CSR strategy”
Thien Long has shown that the group's philosophy of action over the years has always
followed the spirit of deep responsibility sharing: receive more - give more. Thien Long's
regularity has somehow left a deep impression on teachers and students, the influence of Thien
Long's CSR programs not only brings success in terms of numbers but also success in the fact
that Thien Long has given humane values. . However, the CSR strategy will not be successful
without the contributions and sharing of the Central Youth Union, the Ministry of Education
and Training or TikTok Vietnam.
Figure VI-4: Poster of Campaign “Sustainable CSR strategy”
VI-4. The results achieved by the campaigns led to the Domino phenomenon.
-
-
"Support the 2023 exam season" campaign. More than 215,000 discussions about the
brand on social networking sites (accounting for 52%).
Campaign: "Share with teachers" More than 160 million views on multi-platform
TikTok, Facebook & Youtube, more than 700 news articles in the media, can be seen as
the Share with Teachers 2023 campaign, Clip The call for participation in the program
of 3 ambassadors has reached more than 75 million views on TikTok.
Campaign: "solid CSR strategy" Thien Long's CSR program covers TikTok and
Facebook in new forms. Numbers from social listening units, the number of people
participating in tiktok challenges...
VII. Conclusion:
After the success of the campaign, Thien Long said: The company will seriously consider
relaunching the campaign "Radiate knowledge - Shine spirit" in the 2023 back-to-school season
and the following years to affirm Thien Long's current mark. modern, youthful, always ready
to accompany generations of students with close, meaningful and impressive programs. This is
a campaign that perfectly combines offline and online activities. The campaign has created a
buzz and once again affirmed the position of the brand "Thien Long - National stationery
brand".
“Thien Long believes that the young generation of Vietnam with a variety of personalities,
a Tri-Chat generation that chooses to combine the power of Knowledge and Temperament, is
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ready to erase all limits, break through potential, and write different things, affirming the value
of our time: Knowledge is a solid foundation for personal temperament to shine brightly.
PART 4: CONCLUSION AND SOLUTIONS
VIII. Overview
Through the above analysis, we further confirm that Thien Long's target customers are
customers of the Gen Z age group. Many strategies that have been implemented quickly and
"trend" have begun to show transformation. through a series of content and videos targeting
this customer file. Thien Long's distribution channel ecosystem is very diverse and also invests
a lot in product image. However, to catch up and maintain its leading position, Thien Long is
required to always listen and always innovate in the increasingly competitive stationery
environment. Below are 2 solutions that we think will help Thien Long achieve that.
IX. Our suggested solution
IX-1. Solution 1: Build app
In Thien Long's ecosystem as of the time of the research (April 1, 2024), there are many
online channel systems covering all platforms Youtube, Facebook, Zalo, Website, Tiktok,... In
addition TL products are available on major e-commerce platforms in Vietnam such as Shopee,
Tiki, Lazada, etc. We realize that TL has not paid attention and does not have an official app
on mobile phones, so we group them together. I propose a plan to build an app for users on both
IOS and Android operating systems.
The reasons for this solution are:
-
The rate of smartphone users in 2024 in Vietnam is about 84%, equivalent to more than
80 million people.
- The average time spent using a smartphone is 3 hours and 22 minutes
- The "Golden Population Period" period for at least the next 10 years
- The future direction and potential segment is Gen Z
- GenZ - an independent generation, less dependent on family
The benefits that customers will receive when using the App include:
-
Convenient and fast
Products will be updated regularly
Discounts, vouchers, etc. only apply to orders on the App
Receive the fastest and most convenient response and service.
IX-2. Solution 2: Increase purchase rate through Livestream
The trend of livestream sales in recent years has become rampant, not only livestreaming on
the Facebook platform, but now stone sellers are starting with the Tiktok channel. The most
important thing about this model is that the company needs to ensure that the main factor is the
product, because when the product is not smooth, it is just a lie of the business and customers
will never come back to buy. Targeting Gen Z, users with technological strengths, innovations,
and trends, our team proposes a Livestream solution on the Tiktok platform.
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Some reasons why we recommend this solution are:
-
The above videos only reached about 3,000, 4,000 views, flopped and had little
interaction.
- The purchase conversion rate is still low
- The number of tyms and comments is only around a low level and is not really viral
The benefits that Thien Long will receive through promoting this model include:
-
Boost sales, increase visual
Update quickly and understand the needs of this customer file
Increase retail revenue in e-commerce segment
Low initial investment costs compared to other models
CONCLUSION
Stationery is a highly competitive market, especially in the pen segment, and in addition, the
explosive development of technology products has caused the demand for traditional school
products to be more or less affected. enjoy. In general, Thien Long has done very well in recent
years by maintaining its domestic market share, and in addition, promoting exports to Southeast
Asian countries. With a team of talented, dedicated leaders and the support of many generations
of students, Thien Long will continue to grow further.
Within the limited scope of the assignment, the research cannot cover every aspect of the
company, but it still ensures some important contents as follows:
Theoretically: Analyze environmental factors, socio-cultural and demographic factors that
affect user behavior and at the same time sketch out the portrait of target customers.
In practice: Analyze and comment on the effectiveness of the company's campaigns through
actual data provided on the company's official website.
Due to limited theoretical and practical understanding, the assignment cannot avoid errors.
My group would like to receive your comments and additional contributions to make the
assignment more complete.
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