ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 24. Digital Marketing

Submission date 16/08/2021 Date Received 1st submission 16/08/2021

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Cao Phuong Linh – GBH190801 Linh

2. Phan Thi Thao Dung - GBH190236 Dung

Group number:
3. Pham Nhu Quynh - GBH18791 Quynh

4. Nguyen Ngoc Long - GDH190072 Long

5. Bui Quoc Huu - GBH18684 Huu

Class GBH0809 Assessor name Nguyen Phuong Tu

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.

P1 P2 P3 P4 M1 M2 D1

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 OBSERVATION RECORD

Student 1 Cao Phuong Linh

Description of activity undertaken

- Customer research
- Evaluation of the company’s current use of digital tool and platform

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Linh Date: 16/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 2 Phan Thi Thao Dung

Description of activity undertaken

- Introduction & Conclusion

- Intermediaries analysis

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student dung Date: 16/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 3 Pham Nhu Quynh

Description of activity undertaken

- Online marketing concept

- Macro analysis

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student quynh Date: 16/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 4 Nguyen Ngoc Long

Description of activity undertaken

- Identify the company’s opportunities and threats

- The growth of E-commerce and online shopping platform in Vietnam

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Long Date: 16/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 5 Bui Quoc Huu

Description of activity undertaken

- Overview of online micro&macroenvironment
- Competitor analysis
- Explain software & hardware available for marketers

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Huu Date: 16/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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 Table of Contents

PART 1: INTRODUCTION.........................................................................................................................9
PART 2: ANALYSIS & RESEARCH............................................................................................................10
I. Online Marketing concept..........................................................................................................10
II. External digital environment audit.............................................................................................11
1. Overview of online Micro & Macro environment....................................................................11
2. Online Microenvironment......................................................................................................12
3. Online Macro-environment....................................................................................................26
4. Opportunities and threats......................................................................................................29
III. Digital tools, channels, platforms and digital hardware...........................................................32
1. Digital marketing software & hardware..................................................................................32
2. The growth of E-commerce and online shopping platform in Vietnam....................................34
3. Evaluation of Coolmate current use of digital tool and platform.............................................37
PART 3: CONCLUSION...........................................................................................................................43
REFERENCES.........................................................................................................................................44

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 PART 1: INTRODUCTION

Coolmate is a fashion brand launched in Vietnam market in March 2019. Coolmate positions itself as a
solution for men's wardrobe, with basic products suitable for daily essentials. The criterion Coolmate is
aiming at is to improve product quality and customer service quality to aim for the most perfect
professionalism, for customer convenience. Besides, as a Vietnamese fashion brand with a different way
of operating from the traditional one, Coolmate sells through an online platform, a modern website with
a user-friendly interface.

After a year of operating under the model of direct production and retail on the self-developed e-
commerce website platform, Coolmate has been gradually affirming the direction that the company
chose is the right one. Coolmate currently has a stable monthly growth rate of 20-30% even during the
COVID-19 pandemic; successfully built 2 operation centers in Hanoi and Ho Chi Minh City to be able to
complete inner city orders within 24 hours. (Tu, 2021)

With the context, our team are working for Coolmate company, which is a Fashion Company in Vietnam.
To improve competitive advantages and catch up on the current market trend, our company has decided
to change from traditional marketing to digital marketing strategies. Our team is assigned to develop a
digital marketing plan for the firm in order to improve its business performance.

In this assignment, our group will provide assessments and analysis, which include:

• Examine the external digital environment in order to demonstrate an understanding of the

opportunities, challenges and impact of the digital environment

• Review and examine key digital tools, platforms and channels to help Coolmate get an overview of
digital marketing development plans in advertising projects.

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 PART 2: ANALYSIS & RESEARCH

I. Online Marketing concept

• Definition of Marketing

The activities that a company engages in to promote the purchase or sale of a product or service are
referred to as marketing. Advertising, selling, and making products available to consumers or other
businesses are all examples of marketing. Affiliates carry out some marketing activities on behalf of a
company. (TWIN, 2020)

• Definition of Internet marketing

Measures and activities used to promote products and services and build relationships with customers
over the Internet are referred to as online marketing. Burrett (2008) defines online marketing as
"targeting users with care and getting them to interact while they're immersed in the most personal,
intimate medium ever invented". Chaffey (2007) provides the most comprehensive definition: "Applying
Digital technologies that form online channels (Web, e-mail, databases, plus mobile/wireless & digital TV)
to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers
(within a multi-channel buying process and customer lifecycle) through online marketing". As these
definitions of the relationship concept demonstrate, online marketing is centered on customer
interaction and relationship building, which distinguishes it from traditional, offline marketing.
(Bostanshirin, 2014)

• Definition of Social Media Marketing

Social media marketing is broadly defined as “a process of empowering individuals to promote their
websites, products or services through online social channels and to communicate and engage in a much
larger community that may not be available through traditional advertising channels".Social Media
Marketing, particularly Social Networking, is becoming increasingly important in consumer purchasing
decisions, owing to the fact that it amplifies word of mouth. As a reliable source of information, they may
even become more important than advertising. It's important to note, however, that marketers in Social
Media Marketing have less control over messaging and positioning. (Karimi, 2015)

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 • Definition of Inbound Marketing

Inbound marketing is a type of marketing that necessitates precise audience targeting and personalized
communication with them via high-quality content. As a result, "inbound marketing" is defined as "the
strategy of connecting with potential customers through materials and experiences that they find
valuable." Marketers hope to entertain and inform viewers with content they seek on their own using
media such as blogs and social networking. (Patrutiu-Baltes, 2016)

• Definition of Opt-in Marketing

Opt-in marketing is a type of permission marketing in which customers must formally opt-in to receive
follow-up communications, offers, and other information. Opt-in marketing allows marketers to
communicate with contacts who want to receive content on a regular basis. Marketers use this format to
ensure that recipients are fully aware that they will receive additional information at a later date,
avoiding any unpleasant surprises or anger when the information arrives. (Yildiz, 2007)

II. External digital environment audit

1. Overview of online Micro & Macro environment

The digital marketing environment involves two major elements, including micro-environment and
macro-environment.

The operating environment is a micro-environment that focuses on the players who shape the
immediate trading environment. Customers, competitors, intermediaries, and suppliers are among the
players who must have their needs and wants met. These actors shape the online marketplace, and if an
organization is to develop an effective digital marketing strategy, a digital marketer must understand
their behavior and the implications of changes. The macro-environment, also known as the "remote
environment," is made up of external forces that can have a significant impact on an organization's
success. The marketplace is the source of these forces, which is largely beyond the immediate control of
an organisation – e.g. economic conditions, changes to international trade legislation, technological
developments and innovations, social change and political interventions. (Chaffey, 2016)

An overview of online Micro & Macro environment:

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 Figure 1: Online Micro & Macro - environment

2. Online Microenvironment

• Customer research

In term of demand analysis, fast fashion has modified the method individuals look. the arrival of this
accessible, reasonable fashion business has created it attainable for shoppers to buy quite ever before.
With new product lines launching weekly, shoppers do not get to stay up for the season to still get
merchandise. merchandise in keeping with the newest trends. The newest analysis by YouGov Omnibus
reveals the extent of wear waste in Vietnam in 2020. Survey results show that three-quarters (74%) of
Vietnamese adults have given away/discarded garments at some purpose within the last year, and simple
fraction (19%) have given back/discarded quite ten costumes within the past year. This shows that
people have got to get new garments is incredibly giant, they have an inclination to buy and alter their
garments fairly often. (yougov, 2020)

According to YouGov Omnibus research in Vietnam, fashion is business in Vietnam with one in twenty
individuals surveyed (6%) estimating that they own quite a hundred items of attire (not together with
undergarment or accessories). This shows the demand of Vietnamese individuals for garments
Millennials (ages sixteen to 34) have the very best proportion of recent clothes; fifty fifth of individuals
during this cluster aforementioned they bought a minimum of 1/2 the garments they'd within the last
year alone. Meanwhile, this rate within the baby-boom generation is twenty second. Attire can invariably

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be a product utilized by shoppers, as a result of within the growing era, the demand for enjoyment and
therefore they would like for human beauty is increasing along side the demand for fashion get a raise.
(yougov, 2020)

Nowadays, there has been a major modification within the searching behavior of men these days. In step
with initial Insight's shopper behavior analysis report, it's stunning that men look a lot of typically than
girls, each on-line and in brick-and-mortar stores. The bulk of men tend to follow a method for the aim of
exploitation it for a particular purpose, whereas girls area unit in the main those that buy excitement and
pleasure. Men area unit typically involved with the perform, use, and effectiveness of a product, whereas
girls get pleasure from emotions throughout their shopping for expertise. Men obtain info to form getting
selections with numbers, facts and knowledge. It's an incontrovertible fact that men pay longer
researching valuation on mobile devices than girls. 69% of men investigate costs on websites before
finding and shopping for merchandise elsewhere (in women, 63%). (Cask, 2020)

More and a lot of men area unit shifting searching from brick-and-mortar stores to mobile devices. Their
on-line purchase rate is currently near to that of ladies. Between 2017 and 2018, the share of men who
never created a mobile purchase (less than once a month) born dramatically from forty eighth to
eighteen - nearly constant range as girls. Besides, men embrace technology at a quicker rate: seventieth
of men use sensible devices to analysis merchandise and costs, whereas girls solely have forty sixth. The
searching want of recent men is modified, they even have a high demand for fashion searching. This
shows the potential for growth for firms merchandising toilet facility article of clothing, they'll expand
several designs further as sales forms attributable to the increasing range of consumers. (Cask, 2020)

In terms of customer behavior analysis, Coolmate's customer characteristics will be explained below. The
initial is about the consumer segment, according to the company's target to reach customers, Coolmate's
main customer group is young men aged 18-35 years old and living in two big cities. such as Hanoi and Ho
Chi Minh City (Anh Tu, 2020). According to experience and based on the survey of CEO Coolmate, when
shopping, the majority of men do not care too much about fashion but look for comfort and usefulness,
so men tend to buy basic clothes more than women. Not only that, men also like to buy many things
(shirts, pants, socks, underwear, ...) once for convenience. In addition, according to The Journal of
Retailing, research shows that the majority of men tend to follow the Utilitarian style (Utilitarian:
Designed to highlight the usefulness and practicality of a product, rather than attractiveness. Customers
shop for the purpose of using it for a specific purpose), while women are mainly those who shop for

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excitement and pleasure. Men are often concerned with the function, use and effectiveness of a product,
while women enjoy emotions throughout their buying experience (CASK ACADEMY, 2019). Male
consumers believe that can influence many aspects of daily life. This is mainly due to the strong
development of social networks and the increased digital level. (Ha, 2020)

Besides, according to a recent report from Nielsen in 2019, more men are shifting shopping from
traditional stores to mobile devices. Their online purchase rate is now close to that of women. Between
2017 and 2018, the percentage of men who never made a mobile purchase (less than once a month)
dropped dramatically from 48% to 18% - almost the same number as women. Besides, men embrace
technology at a faster rate: 70% of men use smart devices to research products and prices, while women
only have 46% (CASK ACADEMY, 2019). Furthermore, Reuters reports that there is a large shift in demand
towards casual clothing, which is driving sales of men's clothing even more. There are no longer
"uniforms" just for women, but instead a series of new and fashionable designs for men. Now, men shop
not only to meet their personal needs anymore, but also to express their own personal style.

The second is about consumer behavior in the buying process, Coolmate customers are often willing to
buy goods through electronic websites such as Shopee, Lazada or right on their main website. Shopping
activities on forums and social networks are still quite active, growing by 57% in 2019 compared to 36%
in 2018 despite a sharp increase in the risk of fraud and scams on social networks. However, according to
a study, up to 88% of shoppers choose to pay in cash, this figure is only a slight decrease of 2% compared
to the previous year (Nguyen, 2020). The forms of payment by domestic ATM cards, e-wallets... are few
and even tend to decrease slightly in 2018 and 2019. In addition, men's buying decisions are also based
on price, materials, simple colors and accessories. Accordingly, Coolmate has deployed product combos
including shirts, pants, underwear and socks with many preferential prices for its customers. For the male
customer segment under 16 years old, usually parents will be the ones to buy clothes for them to wear.
For this audience, it will be more difficult to reach when buying and selling online because for many
adults, they always give priority to choosing at stores. As for the male customer segment over 35 years
old with a family, they are often less interested in buying clothes, mainly their spouse will often provide
them. For the wife when shopping for clothes for her husband, they will be interested in the price, quality
and brand of the product.

Three Coolmate’s personas:

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From the analysis of customer needs and behavior as well as based on some sketches of Coolmate's
customer portraits, it can be seen that online shopping trends are the key to the development of digital
marketing. Online shopping is dominating and exploding impressively. This trend is expected to continue,
especially after local authorities have campaigned to avoid crowd contact and instead shop online to
minimize the spread of the disease. Nielsen research shows that, in Vietnam, the impact of the Covid-19
pandemic has caused more than 50% of people to reduce the frequency of visiting traditional stores
(Đặng, 2021). Coolmate is taking the opportunity to build an online commerce site and cooperate with
sales on e-commerce sites such as Lazada and Shopee to continue interacting with consumers during the
epidemic outbreak.

The trend of online shopping not only from women but also from men has turned a new company with a
small scale like Coolmate forced to push into digital marketing. The implementation of promotional tools
and effective use of digital marketing is playing a huge role in saving costs as well as improving results.
According to the survey of Vietnam Digital Trends 2021 compiled by Novaon, with 17% of business
revenue invested in Digital Marketing, the contribution to revenue of enterprises reaches 34%. This
proves a clear effect that makes businesses more confident when investing. Specifically, up to 12% of
businesses confirmed that Digital Marketing contributed more than 80% of their revenue in the past
year. On a more modest level, there are also close to 20% claiming that Digital Marketing brings in more
than 50% of sales. Some Digital Marketing channels worth investing in at this point are: Social Media,
Online Banner, SEO and Content Marketing, etc. The above examples show that the online consumption
trend is very beneficial to the development of digital marketing, opening a new digital era to serve
people's interests. (Novaon Communication, 2021)

• Competitor analysis

The fashion industry in Vietnam is currently experiencing intense marketing competition. The digital
marketing method is now widely used in the fashion industry, and it has become indispensable for many
major brands in Vietnam, resulting in a race to find digital marketing solutions. Quick access to customers
is a problem that many companies are interested in solving. Foreign businesses are the leaders in digital
transformation in fashion marketing, they are very responsive, keep up with trends and formidable
opponents for domestic firms.

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As a fashion brand specializing in the production of men's clothing, Coolmate has continuously launched
shopping solutions for men with a more convenient, more economical model - customers can buy a
complete wardrobe. Simply because Coolmate always set their customers as their first priority due to

the power of customers’ experience in the field. Guaranteed quality, great prices, prompt delivery, and
unsurpassed care. Coolmate's mission is to make shopping easier for men because Coolmate believes
men deserve it. Some of the outstanding benefits that make men attracted to Coolmate can be
mentioned such as: Innovative shopping solutions, smart shopping experience, reasonable prices and
ready to support customers to buy comfortably shopping products from Coolmate. These benefits really
attract men to come and experience Coolmate products (Coolmate, 2021)

Understanding power of supplier is important for Coolmate. With suppliers that have been with
Coolmate since the very first days of its launch, their power is great, so Coolmate understands the trust
that manufacturers have in them and tries harder to create more value. Not only with customers but also
with factories. In order to gain 8 years of experience and be imported by brands, the company has gone
through a lot of difficulties and improved a lot in sewing, sewing techniques and many incentives for
companies to be able to produce the best products to customers (Coolmate, 2021). Coolmate is now one
of the famous men's fashion companies in Vietnam and is difficult to replace in the market. Every day
Coolmate has thousands of orders on online shopping applications enough to see the appeal of this
brand to men.

Despite being one of the major fashion brands, Coolmate always has to be wary of threats of new
entrants as the barrier to entry the field are relatively low. They may be new companies, but they always
have hidden tactics and competition to replace Coolmate. That's why Coolmate always has to try, try to
create new products as well as satisfy customers in order to attract and retain them to stay with
Coolmate. The threat of new entrants is huge because the designs can be changed by young people who
have new thoughts on design and outsourcing. Not only that, their communication can be better than the
older generations due to their technological knowledge and industry knowledge. In addition, they also
have a pretty big price competition. The items they sell can be cheaper than the models being sold
because they don't have to spend a lot of money on labor and space.

The threat of a Coolmate substitute is always present. Alternatives to men's t-shirts and vests can be
oversized models from other local brands. In the past 3 years, the Local Brand movement has become
more and more popular as more and more Vietnamese brands participate in the fashion development of

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the country. Local Brands in Vietnam are mostly popular, mainly focusing on T-shirt product lines,
specifically oversize/freesize shirts. As Local Brands become more and more saturated in print and
embroidery designs, they are gradually being noticed and used more because of their distinctiveness and
special emphasis. Embroidery also helps Local Brand's designs become special and much more beautiful.
Threat of Substitution. This refers to the likelihood customers finding a different way to replace the old
product. With newly launched products with better designs and more reasonable prices, it is completely
possible for customers to abandon old products and try new products. Therefore, it is always necessary
to think of new products that can satisfy customers and keep them with their brand. Currently, there are
many Local Brands in Vietnam that have appeared on the market with all different models and designs
and the prices at the stores are very cheap because they focus on many stores in one place. Sales and
labor are also not much, so the cost of each product will be cheaper than stores that have to rent space
and hire many workers like Coolmate. So Coolmate can be completely replaced by other items on the
clothing market.

Our team have put a breakdown of Coolmate competitors below:

CATEGORIES COOLMATE BILUXURY ARISTINO ADAMSTORE

Focus mainly on Operating on men’s Operating on Operating on

men’s sport and working suits and men’s working men’s working
casual wears at least tie, sports and suits and tie, suits and tie,
the next 2-3 years casual wears. Have sports and casual office-related
with e-commerce as their presents on wears. Have their clothes. Have no
main operating many e-commerce presents on many present on any e-
STRATEGIC platforms, ready to platforms. But see e-commerce commerce
INTENTION spread their brand no futuristic platforms but less platforms. Having
AND equity across Asia and strategy on spread competitive see no futuristic
PLANNING further is the whole its products across compared to strategy on spread
world, has their the world. Coolmate and its products across
presents in seven Biluxury. Planning the region and the
different countries to spread the world.
already. brand across
South-East Asia

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 Own warehouses; Operating mainly Operating mainly Operating mainly
Operating and selling on physical assets on physical assets on physical assets
mainly on their own such as stores and such as stores and such as stores and
e-commerce warehouses; warehouses; warehouses;
platform; sell Also partly Also partly Very little
RESOURCES products on other e- operating and operating and operation and sell
AND commerce platforms selling on e- selling on e- on e-commerce
CAPABILITIES such as Lazada, commerce commerce platforms such as
Shoppee, etc. Have platforms such as platforms such as Lazada, Shoppee,
no physical store. Lazada, Shoppee, Lazada, Shoppee, etc.
etc. etc.

The following charts and graphs are the main comparison among Coolmate and its biggest competitors in
Vietnam regarding their website performance. These comprises traffic & engagement, total visits, visits
over time, top organic search terms and social traffic. As can be seen clearly from the following charts,
despite losing the top position to Biluxury and Aristino in terms of traffic on Facebook, Coolmate shows
their dominance in all the remaining fields. This indicates and implies strong presents of Coolmate in
terms of smooth operation in its digital performance even though they not have physical stores.

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 Figure 2: Websites performance of Coolmate with its competitors (Similarweb, 2021)

• Intermediaries analysis:

In an age where it's easy for any company to set up shop with an e-commerce website, eliminating the
middleman to maximize profits can be tempting for a small business. Currently, intermediaries are
providing effective solutions and tools for businesses' digital marketing activities. Digital communication
channels have the fastest data and use the right marketing channels to be effective. Companies use
distribution channels, with many intermediaries, to capture customer feedback. In Vietnam market,
affiliate marketing platforms and websites are expanding and developing rapidly. From mid-2015, the
affiliate marketing market in Vietnam began to have serious participation of marketing sites and
promoters. (Linh, 2015)

The intermediaries Coolmate has used include Search and review engines, Social apps, Virtual resellers
and Financial intermediation.

Firstly, Search and Review Engines are the middle layer containing any digital tool or capability that helps
consumers find information or recommendations about a particular query. The best search engine allows
the company to filter the wide range of information available on the Internet and get the most accurate
results. Google is the typical middleman in the market today that helps advertising influence consumers
in the retail sector. Indeed, according to Google's Customer Barometer survey in 2015, more than 70% of
users in Vietnam have a habit of using search engines to find out information about products/services
before making a shopping decision. By targeting on search history, ads will reach audiences who have
been searching for keywords that correspond to the products or services that the advertiser offers.
Currently, Google is focusing on the right needs, at the right times when they are searching with
keywords and customer visit history. (Linh, 2015)

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According to a survey from similarweb.com, customers often use search keywords to access the page
they want. Accordingly, 33.49% of the traffic is from Search.

Figure 3: Search traffic (Similarweb, 2021)

Secondly, among the most common means of corporate exposure between fashion-related
intermediaries are social media platforms. As younger generations adopt existing and new social
capabilities at a faster rate than previous generations, these platforms become increasingly important in
consumer engagement.

When it comes to social media in Vietnam, the four major social media sites are the most active,
according to a 2020 Decision Lab research, including Facebook, Youtube, Zalo and Instagram. These
social platforms average over 20 million monthly active users, making these platforms one of the best
ways to reach new customers and increase brand awareness.

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 Figure 4: Four famous social media sites (Decision Lab, 2020)

According to a survey from website similarweb.com, 32.64% of traffic is from Social Networks.
Coolmate's customers see and access the website most through Facebook, with a rate of 92.21%,
followed by Youtube with 7.55%.

Figure 5: Traffic is from Social Networks

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The next intermediaries are about virtual agents. One of the virtual resellers is an e-commerce trading
floor, which is understood as a website providing e-commerce services (collectively referred to as a
website providing e-commerce services).

Currently, in Vietnam, there are a number of e-commerce platforms that are leading in terms of traffic
and influence on consumers. Famous e-commerce platforms in Vietnam that are popular with customers
include Shopee, Tiki, Lazada, Sendo, etc. Coolmate has also selected Shopee and Lazada as two e-
commerce trading platforms so that customers can easier selection in the shopping experience.
Accordingly, Shopee is a fast-growing e-commerce platform with a traffic of up to 33.6 million / month
and more. Shopee is also continuously in the top 1 of commercial applications. E-commerce is the most
used (according to iPrice's report). Following Shopee is Lazada, Lazada ranked second in terms of
application users but only ranked 5th in terms of website traffic. (Diep Quynh, 2020)

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 Figure 6 & 7: Coolmate in Shopee & Lazada

Indeed, the development of technology, the application of online business to life makes buying and
selling transactions much more convenient. Since the appearance of the e-commerce trading floor,
consumers can buy goods anywhere, anytime because the time on the e-commerce platform is never
limited, they can buy 24/7/ 365 and also regardless of region. In addition, an e-commerce platform helps
sellers like Coolmate to effectively save costs such as space rental, warehousing, data, electricity and
water, even human resources. Moreover, when selling on the e-commerce platform, Coolmate must
comply with regulations, ensuring the business goes into orbit.

Last but not least, a financial intermediary is an organization that acts as a link between an investor and
a borrower to meet the financial goals of both parties. Online payment can be understood as money
exchanged in electronic form. Typically, online payments will involve the use of computers, the internet,
and digitally stored value systems. Online payment is also an intermediary service that helps customers
easily pay for purchases on the website connected to an e-commerce payment gateway. Coolmate also
chooses 2 payment methods suitable for Vietnamese people such as MoMo, Zalo Pay in a various of
digital payment.

Figure 8: List of Digital payment in Vietnam

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In summary, by analyzing customer research, competitor analysis and intermediary analysis, it can be
seen that the online microenvironment of Coolmate company.

3. Online Macro-environment

The macro environment refers to the set of external factors and forces that influence the company's
development but are beyond the company's control. Macro environment is refered to PESTEL analysis,
which includes Political factors, Economic factors, Sociocultural factors, Technological factors, Legal
factors and Environmental factors. Technological, Economy and Legal factors, will be examined in this
section to clarify the macro environment of the fashion industry, highlighting Coolmate's opportunities
and challenges.

• Technological factor

In recent years, it can be seen technology has changed the way fashion businesses operate today, just as
it has in every other industry. Businesses have been able to significantly expand their reach since the
introduction of the online fashion store concept. Similarly, companies have become more efficient as a
result of the use of artificial intelligence, data analytics, and a variety of other technological tools. Fashion
clothing, bags, and accessories, as well as everything else in the fashion industry, are heavily influenced
by technological advancements. From production automation to design, marketing, management,
inventory and sales. (Tuman, 2020)

The manufacturing process is one area where technology has had a significant impact on fashion (Bella,
2013). Technology is used in production, communication, ordering, design, and distribution, and most
textile and other fashion design companies are automating to save money. Connect with suppliers,
retailers, and distributors to cut costs and speed up production. This somehow accelerates and simplifies
the exchange of information, resulting in a huge opportunity to meet customer needs at the right time. It
is becoming easier to design and discover new fabrics, designs, and styles as technology becomes more
automated. There are advanced methods such as digital fabric printing, synthetic fiber creation, and
improving safety clothing such as sweat- or flame-retardant clothing available today.

As can be seen from the above analysis, technological advancements have provided Coolmate with
numerous opportunities. To begin with, information transmission to customers and consumers is much
more efficient than before, but at a lower cost. Text, images, sounds, movies, games... are all examples
of information that is diverse, rich, and appealing. Customers can access it as long as they use electronic
devices. Even more so than face-to-face contact, with brands. To attract trend seekers and participants,

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new styles and trends are easily launched online. A single Facebook post can easily raise awareness of a
new fashion clothing or handbag design trend, resulting in a massive surge in demand.

Second, users can access product information and make transactions, buy and sell anytime, anywhere
using a large amount of data (big data), and consumers can access product information and make
transactions, buy and sell anytime, anywhere. This is a significant benefit, as it allows users to access the
product in the most convenient manner possible. The use of technology in marketing also allows
Coolmate to easily determine sales, demand, and supply, as well as to significantly reduce sales staff
while increasing outstanding sales, and to reach out to a large and growing market globally.

Third, every product can be detailed illustrated; customers do not need to see the product in person.
Chatbots and voice assistant devices such as Amazon Alexa, Apple Siri, Google Home, and Microsoft
Cortana will also consult customers on a regular basis. By asking customers questions, understanding
their wants and trends, digging deeper into their purchasing patterns, and making recommendations, the
use of a chat interface aids data collection. Add-ons and related items In comparison to traditional in-
store consultations, this can be a huge benefit.
• Ecomomic factor

Although this is the lowest increase of the years in the period 2011-2020, in the context of the Covid-19
epidemic, which is complicated and negatively affecting all socio-economic fields, this is a great success
for Vietnam, with the growth rate in 2020 among the highest in the world (cucthongkelangson, 2020). As
a result of the epidemic, fashion market revenue in Vietnam decreased by more than 10% in 2020
compared to 2019. Clothing continues to contribute a significant amount of revenue, accounting for
more than half of the total revenue of the entire industry. (viracresearch, 2021)

In recent years, the Vietnamese fashion market has become more vibrant as a result of the proliferation
of a number of fashion brands focusing on a variety of segments, including office fashion for women (Eva
de Eva, Elise, etc.) Emigo...), men's fashion (Owen, Phan Nguyen, Veneto...), and home fashion (Owen,
Phan Nguyen, Veneto..). (Vera, Romance, Winny...),... Furthermore, more and more international brands,
such as H&M, Zara, and Uniqlo, are entering the Vietnamese market and becoming increasingly
dominant. There are currently over 200 foreign fashion brands ranging from mid-range to high-end. In
Vietnam, there is an official store. Many foreign fashion brands have "landed," further shrinking the
domestic fashion industry, which already has a small market share (viracresearch, 2021). This

27
competition forces brands to constantly strive to improve quality, which helps to build consumer
confidence in domestic products. For a pure Vietnamese brand like Coolmate, this is also a benefit.

The implementation of new-generation free trade agreements creates favorable conditions for the
fashion industry to develop in the context of our country's growing international integration. The Free
Trade Agreement (EVFTA) between Vietnam and the European Union is a good example (EU). Prior to the
EVFTA, Vietnam's garment exports to the EU dropped dramatically in the first months of 2020, but from
August 2020 (when the EVFTA goes into effect) to the end of the first quarter of 2021, the country's
exports began to improve. Despite the Covid-19 epidemic, according to Vu Duc Giang, Chairman of the
Vietnam Textile and Apparel Association, the Vietnamese textile and garment industry has made a
breakthrough in exporting to this market thanks to the effects of the EVFTA agreement. Textile and
garment exports totaled 18.79 billion USD in the first six months of 2021, up 21.27 percent from the
same period the previous year. Textile and garment exports totaled over US$1.4 billion in the first half of
this year, up about 14% from the same period the previous year. Prior to that, when there was no EVFTA,
textile and garment exports to this market totaled only about 1 billion USD in the first six months of
2020. (Nghĩa, 2021)

As can be seen, Vietnam's economy is currently stable, providing favorable conditions for businesses like
Coolmate to operate efficiently. The fashion industry's growth rate is considered to be very positive, and
consumers are increasingly purchasing, particularly fashion products, creating favorable conditions for
the company. Not only that, but the globalization trend has aided the development of the fashion
industry, and economic agreements between Vietnam and major countries have taken effect, opening up
numerous opportunities for Coolmate to expand its market.

Coolmate has worked hard to capture customer psychology as well as apply technology in marketing, as
evidenced by an examination of the micro and macro environments of the Vietnamese fashion industry.
The company's mobile-platform promotional campaigns have yielded excellent results. The company's
image in the hearts of the Vietnamese people has been enhanced by a focus on product quality and
promotion at the same time. However, being subjective is impossible until foreign companies occupy a
higher position in the Vietnamese people's choice. Coolmate's products are primarily for men, and the
company's marketing campaigns frequently target young, middle-class customers. Big fashion brands
have a more diverse customer base, and they also understand how to appeal to the Vietnamese people's

28
brand preferences. As a result, if Coolmate wants to grow, it must redefine its promotional campaign
vision and focus on developing better products.

• Legal factors

Last but not least, legal considerations such as Vietnam's commercial advertising law benefit both
domestic businesses and Coolmate. According to Clause 1, Article 2 of the Law on Commercial
Advertising 2012, organizations and enterprises are permitted to use means to introduce products,
goods, and services to the general public. As a result, commercial advertising is a form of trade
promotion in which businesses inform customers about their goods and services. Commercial advertising
serves as a link between a company and the general public, demonstrating the company's role and
activities. Advertising also motivates companies to assist customers and contribute to a better society. It
encourages businesses to improve their operations on a continuous basis while also boosting employee
morale and brand reputation. (thuvienphapluat.vn, 2012)

CoolMate has worked hard to capture customer psychology as well as apply technology in marketing, as
evidenced by an examination of the micro and macro environments of the Vietnamese fashion industry.
The company's mobile-platform promotional campaigns have yielded excellent results. The company's
image in the hearts of the Vietnamese people has been enhanced by a focus on product quality and
promotion at the same time. However, being subjective is impossible until foreign companies occupy a
higher position in the Vietnamese people's choice. CoolMate's products are primarily for men, and the
company's marketing campaigns frequently target young, middle-class customers. Big fashion brands
have a more diverse customer base, and they also understand how to appeal to the Vietnamese people's
brand preferences. As a result, if Coolmate wants to grow, it must redefine its promotional campaign
vision and focus on developing better products.

In short, by analyzing 3 factors Technology, Economy and Legal in macroenvironment, it is possible to see
the macro environment of the fashion industry. Besides, through both microenvironment and
macroenvironment factors, our team can see and point out opportunities and challenges of Coolmate
company.

4. Opportunities and threats

• Opportunities

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Ecommerce changes quickly relying on new technologies, which have leveled the playing field with
traditional retailers. For instance, improvements to shopping cart software have created a quicker,
smoother, more customer-friendly experience in a long-term goal. And also analytics applications can
help Coolmate understand customer preferences better, which helps them to further improve and
enhance product quality. Also, in this Covid-19 pandemic era arised, all the transaction in terms of buying
and money transferring has to be made online. That is why all the e-wallet platforms are so powerful to
give people a lift for online shopping.

The expanding market is one of the most significant opportunities for the online shopping business and
Coolmate in particular. Since most consumers and people in developed and developing countries possess
electronic and innovative devices, they could spent their time buying goods and stuffs online as a newly
built habits. As well as the cost of devices continues to fall, it is likely that the number of prospective
internet shoppers will rise. As a result, there will be a higher volume of eCommerce sales. Currently
running on a variety of social media platfroms to promote and advertise products, Coolmate is doing just
great on these platforms with a blowing amount of traffic, especially Facebook and Instagram.

With a number of internet users make use of their big social followings to promote a variety of products
and services, Coolmate can also hire those to further expand and spread their cross-continent

popularity. Influencers, as they are known, provide clever eCommerce retailers a strong marketing
opportunity. Influencers are poised to play an increasingly essential role in how products are advertised,
and eCommerce retailers are best positioned to take advantage of this, given social media has become
such an integral part of our daily lives.

• Threats:
- Competition

Although the eCommerce industry’s low barrier to entry is, on the one hand, a Strength, it also poses a
significant threat for potential opponents. This is because of how easy it is for just about anyone —
anywhere — to launch a new eCommerce store and compete with other online shopping businesses. It is
crucial and vital to know that this element of competition does not impact the success of the eCommerce
industry as a whole, but affects individual ones who do businesses.

- Fraud

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Digital payments power the eCommerce sector, whether they're credit or debit cards, bank transfers, or
even cryptocurrency. As a result, it has become a major target for fraudsters, who now have an easier
opportunity to profit from their illegal actions. Fraudsters can buy items online using other people's
payment information while remaining entirely anonymous, then deliver them to neighbors' doorsteps,
where they'll be swiped while the homeowner is at work. Unfortunately, combating internet fraud is
extremely tough, which is why it is such a significant danger to the industry.

- Data concerns

Aside from potential fraud, there is a lot of potential for things to go wrong with online shopping —
especially when it comes to users’ data. Shopping online forces users to hand over a lot of their sensitive
data, including their payment details, address, and other assorted information. If this information gets
into the wrong hands, it can have devastating consequences for both businesses and users. That is why
Coolmate should improve their security level for its online platform.

- Newly introduced regulations from law and governments which could curb business (Legal
change)

Internet as having a potentially profound effect on the global trade in services, whether these involve
computer software, entertainment products, information services, product licences, financial and
professional services, or in terms of direct retail sales and marketing where customers are able to shop in
their homes for products from all over the world. The above applications potentially raise problems
which could lead to governments attempting to regulate. Coolmate in particular and the whole business
in general are greatly affected by the legal considerations from Vietnam commercial law. If there is going
to be a new regulation implemented on the online shopping platform or new taxation applied, such a tax
could, however, present many problems -for instance, it could not discriminate between high
volume/low value uses and sales rate declined might be recorded.

Derived from above opportunities and threats, there are possible impacts taken place in the
development of Coolmate’s digital performance. On the one hand, as regarded negative impacts, on its
way to further enhance its digital performance, Coolmate can be curbed from newly introduced
regulations on digital law in the future as it is becoming top trends on way of doing business. As a matter
of fact, recently, competitions on these platforms drastically emerged, and rules are set to cut down on
fraud showing up on these platforms. On the other hand, they can also enhance risk management,

31
enabling new capabilities and unlocking possibilities considered infeasible in the past. Investments in
digital technologies to manage risk can increase effectiveness and efficiency and even transform
approaches that render certain risks irrelevant. Coolmate can use digital as a lever to rationalize and
optimize their risk management practices to derive efficiencies and reinvest in modernizing risk.
Therefore, Coolmate should be conscious that digital development involves more than technology
adoption. It requires concerted efforts to define how enterprises organize, operate, and behave by
aligning strategy, structures, processes, people, and technology to build a unique digital DNA. They can
sidestep unnecessary risks and harness risk to power performance by adopting a risk lens and a holistic
approach as part of their efforts.

In summary, by analyzing both online microenvironment and online macroenvironment, it can be seen
that online microenvironment has a huge impact on the digital marketing environment in general and for
Coolmate in particular.

III. Digital tools, channels, platforms and digital hardware

1. Digital marketing software & hardware ❖

Digital marketing software

Figure 9: Software platforms for managing modern marketing

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For marketing management, there is a bewildering array of software, services, and systems available
today. Many are now available as SaaS platforms, making marketing management services more
accessible to small businesses and easier to manage for everyone because no installation is required.
Scott Brinker, who publishes an annual summary of the marketing technology landscape, has ably
summarized the range of options. For the variety of technologies available, he recommends that
marketers review the following six main categories of system: (Chaffey, 2016)

• Marketing encounters Advertising, email, social media, search engine optimization, content
marketing, A/B testing, and marketing apps – the ‘front-office' of modern marketing – are
more specialized technologies that directly affect prospects and customers throughout their
lifecycle.

• Promotional activities. Analytics, Marketing Resource Management (MRM), Digital Asset

Management (DAM), and agile marketing management are some of the tools and data used to
manage the ‘back-office' of marketing.

• Marketing middleware such as Data Management Platforms (DMPs), tag management, cloud
connectors, user management and API services.

• Marketing backbone platforms such as customer relationship management, marketing

automation, content management and e-commerce engines.

• Infrastructure services such as databases, big data management, cloud computing and
software development tools.

• Internet services such as Facebook, Google and Twitter that underlie today’s marketing
environment.

❖ Hardware of digital marketing

A hardware platform is a collection of hardware that can run software applications together. Each
hardware platform has its own machine language, and programs must be tailored to the platform's
standardized processor and related hardware. (Chaffey, 2016)

Aside from desktop and mobile access, there are a slew of other, ever-expanding platforms for
interacting with customers.

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 • Gaming platforms. Whether it’s a PlayStation, Nintendo or Xbox, there are increasing options to
reach gamers through ads or placements within games, for example in-game ads.

• Indoor and outdoor kiosk-type apps. For example, interactive kiosks and augmented reality
options to communicate with consumers.

• Interactive signage. The modern version of signage is closely related to kiosk apps and may
incorporate different methods such as touchscreen, Bluetooth or QR codes to encourage
interactive.

• Wearables. Smart watches such as the Apple Watch and smart glasses such as Google Glass.

2. The growth of E-commerce and online shopping platform in Vietnam

The massive growth regarding all the e-commerce platforms and online shopping has been recorded
from all over the world, and in Vietnam it is not an exception. Also, the internet economy in Southeast
Asia was forecasted to triple its market value in the next few years, with e-commerce accounting for the
largest part of its total value. Among one of the fastest-growing internet economies within the region,
Vietnam's e-commerce market value reached around 12 billion U.S. dollars in 2020, ranking only after
Indonesia, Thailand, and Singapore. In Vietnam, the present digital population and rising internet
penetration provide suitable conditions for e-commerce businesses to grow. Consequently, the e-
commerce share of total retail sales has been increasing fast in the country, while online channels have
surpassed modern retail channels in terms of growth within the (fast moving consumer goods) FMCG
market. (Nguyen, 2021).

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 Figure 10: E-commerce market value in Vietnam from 2014 to 2020 in billion U.S. dollars (Statista, 2020)

The biggest player in the Vietnamese eCommerce Market is thegioididong.com. The store had a revenue
of US$553 million in 2020. It is followed by hoanghamobile.com with US$197 million revenue and
dienmayxanh.com with US$181 million revenue. Altogether, the top three stores account for 15% of
online revenue in in Vietnam.

Store rankings are based on every store that generates revenue in in Vietnam. These stores can either
have a national focus and only sell in their main country or operate on a global scale. For this evaluation,
only revenue created in in Vietnam was considered.

One of the fastest-growing stores in the Vietnamese market is hoanghamobile.com. The store achieved
sales of about US$0.2 billion in 2020. Its revenue growth amounted to 67% in the previous year.

• Key online shopping platforms in Vietnam

As the demand for online shopping in Vietnam grows, businesses must give consumers with the tools
they need to make decisions and purchases. Currently, four businesses – Lazada, Shopee, Tiki, and
Sendo – dominate the internet market for general purchases. Each has established massive online
marketplaces supported by advanced web technology and apps. These major online retailers had
substantial growth in their mobile apps in 2020 but the main social media giants, such as Facebook and
Zalo, continue to dominate this space. These two apps are loaded on 80-90 percent of internet
customers' smartphones, providing them instant access to buying at the touch or swipe of a screen.

35
 Figure 11: Percentage of shopping platforms' usage from 2019-2020 in Vietnam (Cimigo, 2020)

Unsurprisingly, online store mobile apps do not come close to such numbers, although Lazada and
Shopee apps have been downloaded by roughly 40% of online buyers of all ages. More than half of
younger shoppers (ages 18-35) have downloaded Shopee's mobile app (Cimigo, 2020). Because mobile
devices and apps have become such an integral part of people’s lives, we have to believe that online
retailers will turn to these channels to increase market share in what will become a more competitive
environment.

Fashion is a popular usage of Facebook, accounting for nearly two-thirds of all sales made on the
platform. It's not surprising that younger, fashion-conscious buyers are flocking to Facebook instead of
malls, given the social media giant's omnipresence and the ease with which small shops can build fan
pages and online stores.

Online platforms are also discovering their niches. Lazada is known for its apparel sales, but it also sells
electronics, such as gadgets and accessories, accounting for over a quarter of its total sales, making it the
biggest marketplace in this category. While Shopee is great in fashion, they are the most powerful
marketplace for cosmetics and personal care products. Tiki, on the other hand, is an online retailer that
has actually cornered a market niche, with a market share in books and stationery that exceeds all other
markets combined.

Ecommerce has had a beneficial and negative impact on businesses. On the one hand, ecommerce
enables businesses to reach a much larger audience at a lower cost than would be required if they used
the traditional retail method. With online, there is no need to invest in high-priced stores on main
streets. Marketers can manufacture or store the items in a remote part of the country and nevertheless

36
market and sell them globally. While establishing a professional website can be expensive, it is far less
expensive than leasing expensive high-street stores. Furthermore, once the company’s main webpage is
up and running, it will be able to reach a large number of people.

Established businesses, most of which are vertically integrated, are, on the other hand, finding it more
difficult to maintain market share than ever before when e-commerce drastically immersed. More
adaptable competitors are joining the market on e-commerce that has previously been dominated by
these established firms, making competition way harsher than ever due to the rapid growth of urging
people and stores to move up using online platforms. To stay relevant, old school businesses must adapt
to new technologies and invest in building new competencies. For illustration, Coolmate can grab such a
substantial market share from traditional men’s clothing stores forcing them to start selling online as
well.

3. Evaluation of Coolmate current use of digital tool and platform

Coolmate mainly uses a variety of software platforms to manage the modern marketing of businesses.
The software platforms are listed and evaluated for current performance of these platforms respectively
below.

• A variety of internet digital platforms

First of all, the success when Coolmate built its own website (https://www.coolmate.me/) to create an
online shopping experience for its customers. Website is the focus and essential foundation of Digital, the
core of Owned Platform. At the website, the information will be received and it has the role of creating a
user experience with the ability to interact - convert. When a customer clicks on a link, an advertisement
banner, it all goes to the brand's website.

37
 Figure 12: Website https://www.coolmate.me/

The second internet digital platform that Coolmate has used is social media (mainly Facebook, Instagram
and Tiktok). Social media platforms allow Coolmate marketers to reach their potential customers in a
variety of ways. Accordingly, interacting with customers on social media or answering customer service-
oriented questions is a great way to ensure continued brand engagement and at the same time increase
the positive experience as well as customer loyalty.

The next internet digital platform that Coolmate used was the search engine (Google, Bing, Safari). When
Coolmate customers are doing research on which men's t-shirts to buy, they're likely to click on one of
the first results that pop up on Google. With this in mind, Coolmate's marketing team always wants to
make sure their articles appear in those top results. This is done by optimizing content for user
experience and making sure the technical elements are available to allow search engine crawlers to easily
find and index this content.

The following internet digital platform that Coolmate used is the digital payment platform, including
Momo and Zalopay. Digital payment is a type of cashless payment in which payments are made through
digital nodes, without the use of hard cash or physical forms of cash in digital payments. Marketing
campaigns including promotional information, events allow Coolmate to increase the shopping
experience of customers.

38
The last internet digital platform Coolmate used was email marketing. Email marketing campaigns allow
Coolmate to stay connected with potential customers and customers, sending them customized
newsletters or offers based on past shopping history or interactions with the brand.

• Marketing backbone platforms

Coolmate used the marketing backbone platforms from two e-commerce sites, including Lazada and
Shopee to market their products to customers (Figure 6&7). With these two e-commerce platforms,
Coolmate is stronger than the revenue of a specific category and attracts more new potential customers
in the same segment from many other provinces in Vietnam.

• Marketing experience

Coolmate aims to put the customer's shopping experience first, so Coolmate has used chat box support
as well as sales support (also known as customer care) to increase the experience. when Shopping
Online. Chat box is powerred by LiveChat and chat box will advise customers what customers want. The
time that Coolmate can respond directly is from 8:30 to 22:00, if customers need support or advice after
this time, they will be responded to as soon as possible.

• Evaluation about current performance of these platforms

Initially, from the buying experience on the website https://www.coolmate.me/, many advantages of
current performance of the website can be seen. First of all, it can be seen that Coolmate creates comfort
for users by simple website design, interface as well as categories are arranged at the top of the page
with Coolmate brand logo. Speaking of categories, the first is the SALE section, which is designed in a
striking orange color, helping the majority of customers with the psychology of buying discount items to
choose. Next comes the collection and wardrobe for men, so that customers can choose the combo
product to go with and then the Coolmate products sold separately. Coolmate also has a COOLXPRINT
section to meet the first community-based t-shirt ordering in Vietnam, allowing customers' ideas to be
turned into products. The last category is Coolmate which provides customers with three-round
measurements with weight so that customers can choose the right pants and tops at Coolmate.

Next, Coolmate also designed sections to create trust for customers such as customer delivery data,
customer feedback, and customer benefits and interests, respectively. Coolmate also adds value through
providing customers with additional benefits online or providing information on product developments

39
through online dialogue and feedback. Coolmate publishes a lot of good articles on men's clothing styles
as well as many tips to mix and match wardrobe to create many hastags as well as keyword searches
(SEO) to increase interaction with different content on the site. In addition, the duration of stay on the
website increased by 5%, the number of customers actively using online services reached more than 500
million total visits in the past 3 months. This has brought the evolution of digital marketing with
increased SEO as well as increased CRM for Coolmate customers. (Anh Tú, 2020)

In addition, the time and speed of running items in the website on the desktop is very responsive and
highly efficient at about 0.8 to 1.5 seconds (Similarweb, 2021). This speed makes the customer's shopping
experience smoother and more satisfied when purchasing products at Coolmate. In addition, Coolmate
also has a chat box support feature for customers. This support feature is responded to help customers
have the best experience when shopping online.

Secondly, from the experience of buying on two e-commerce platforms, Lazada and Shopee, we can see
many advantages of the current performance of the Marketing backbone platforms. First of all, the time
and speed of accessing these two platforms is quite fast and creates a sense of excitement for users.
Because these two platforms are two technology platforms, they handle the right speed and image
resolution for the smoothest shopping experience. Next, Coolmate also sells and designs an attractive
and beautiful online store, creating a friendly feeling when buying. Coolmate also pushes its own
discount codes and deep discounts of about 40-45% of the original price, making customers more
interested in buying. Along with shipping support from Shopee and Lazada with exclusive Mall stores,
Coolmate makes customers feel more secure when shopping and creates a great shopping experience.

However, Coolmate's website still has 2 main shortcomings that need to be improved to increase total
visits. The first disadvantage is that the time and speed of running the items in the website on the phone
is low at 2.3 seconds to 7.9 seconds. Coolmate needs to improve the mobile website speed to about 0.8-
1.7 seconds to make shopping more comfortable for customers by delivering images in a new and more
efficient format or resizing images. be suitable. The remaining downside is that in the product website,
Coolmate has not added the feature to recommend other products of the same price or products that
are on sale to attract and increase the time to stay longer when buying.

Secondly, from the experience of searching for SEO keywords related to Coolmate, the keywords in
Coolmate's articles have not been optimized. Our team tested the search examples with the main

40
keyword related to Coolmate products such as "men's t-shirt" or "men's shirt", we all found that
Coolmate always ranked 9th or 10th, behind a few brands Aristino, Biluxury, etc. Coolmate should
promote more searchable content to readers in order to attract a large number of total visits to the
online shopping experience.

Thirdly, Coolmate's Chatbox should operate 24/24 to increase customer shopping experience higher.
Supporting immediate services will help Coolmate increase the number of shoppers and create a
smoother buying experience in the online buying journey.

Last but not the least, Coolmate should still invest and build a hardware platform for its future stores.
Coolmate can build its own stores called Coolmate or it can build a system of stores in Vincom mall or
Vincom plaza located in big cities like Hanoi, Ho Chi Minh City and Da Nang to help customers have a
good experience. shopping experience in place, creating a feeling of peace of mind when buying.
Therefore, from building both hardware and software platforms, our team had the idea that Coolmate
could build its own Omni-channel to enhance customers' shopping experience. Omni-channel is a
prominent trend in marketing that many businesses are researching and implementing. Being
omnichannel is not easy, but no business wants to stay out of this game, and neither does Coolmate. The
immediate benefit is that omnichannel can help companies like Coolmate increase revenue many times
over. Besides, omni-channel also helps increase interaction with customers to understand their portrait
and consumer behavior. The company will discover undisclosed needs, from which there are many ways
to improve products, services and marketing methods.

Above all it can be seen that the advantages are beating the above small disadvantages, the effectiveness
of the website gives Coolmate unexpected things since its launch, from 2020, Coolmate's sales will
increase 6 times with T-shirts, underwear, and shorts for men. Revenue in 2020 reaches VND 39 billion
and is expected to be VND 139 billion in 2021. Since its establishment Coolmate has sold more than
200,000 orders with 2020 revenue reaching VND 39 billion and expected VND 139 billion in 2021. The
performance that current digital tools and platforms bring to the company's finances, is expected to
reach 139 billion VND in revenue in 2021. (Anh Tu, 2020)

In addition, the Coolmate website has increased visitors to the community site section by more than 60%
in the last 3 months (declining 7.82% to compare with last week) and increased email coverage to 85% of
its existing customer base. This helps Coolmate build an online shopping community, bringing the

41
development of digital marketing with a large database to reach a large network of potential customers.
(Anh Tu, 2020)

Figure 13: Traffic on website coolmate.me (Similarweb, 2021)

The effective from the commerce platform has helped Coolmate increase sales by distributing more
widely to its customers. Through two major platforms, Shopee and Lazada, Coolmate has an average
purchase of more than 1.5 million people/month for each of Coolmate's featured products on Shopee
and more than 1 million people/month on Lazada. This has brought about the development of digital
marketing, creating an online shopping platform, at a good experience for Coolmate customers.

42
 Figure 14: Coolmate in Shopee and Lazada

In summary, the three main software platforms that Coolmate has used are internet digital platform,
marketing backbone platform, and marketing experience. Most of the software platforms Coolmate uses
have advantages, disadvantages, and effectiveness. However, Coolmate should still invest in hardware
platforms for its future stores in big cities such as Hanoi, Ho Chi Minh City, and Da Nang to help
customers have a more shopping experience. From there, Coolmate can build an omni-channel strategy
system to help customers have the best and most shopping experience.

PART 3: CONCLUSION
In conclusion, this assignment has analyzed and examined the external digital environment to
demonstrate an understanding of the opportunities, challenges and impacts of the digital environment in
general and of Coolmate in particular. In addition, this report also reviews and examines the main digital
tools, platforms and channels to help Coolmate get an overview of the digital marketing development
plan in its next advertising projects. follow. The strength of this report is to provide sufficient information
as well as specific examples and evidence, but it is still necessary to rearrange the layout of the parts of
the whole article more logically.

43
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