ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Nguyen Thi Phuong Thao Student ID number: 21001461

UNIT AND TUTORIAL DETAILS

Unit name: BAS Unit number: 11

Tutorial/Lecture: Lecture Class day and time:
Lecturer or Tutor name: Annette Swale

ASSIGNMENT DETAILS

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A Givral bakery does not know how to promote itself on social media.
Title:
Length: 1007 Due date: 30/11/2022 Date submitted: 30/11/2022

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from the Lecturer / Tutor / Unit Coordinator for this unit.
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Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 1

 Givral bakery: find out new marketing strategy

Written For
Western Syney University, Student, Businessmen, Public

Written By
Nguyen Thi Phuong Thao
21001461

BAS - T322-WSU-11
Annette Swale
Western Sydney University

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 2

Table of Contents

Executive Summary…………………………………………………………………….i
Introduction…………………………………………………………………………….5
Background…………………………………………………………………………….6
Causes
1. Buy followers………………………………………………………………………7
2. Cannot think up creative content ideas……………………………………………..8
3. Only focus on Facebook……………………………………………………………8
Possible solution………………………………………………………………………9

1. Decide Target customers

2. Choose the suitable content

3. Build brand awareness through influencers

Conclusion……………………………………………………………………………10

Recommendation………………………………………………………………………11

References…………………………………………………………………………….12

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 3

Executive summary
The purpose of this report is to determine the solution for Givral bakery to effectively use the social
media marketing strategies to increase the awareness of brand and product sales. The research was
wholly dependent on secondary research.
The overall result of this research points out that three main key ideas to effectively promote the
Givral bakery on social media are the tragating of the right customers, recreation of content for the
post and hiring of influencers to increase the reputation of Givral bakery.

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 4

Introduction
Givral is a famous cake brand of Saigon with more than 70 years of history. Givral attracted most of
the customers only by traditional marketing methods with high quality products. More and more new
bakeries are emerging with impressive marketing projects on social media which cause a threat to
Givral’s bakery as it lacks the use of technology.Fail on facebook The research and analysis will be
done about Givral bakery in order to expand their market using marketing that is social media
marketing.

The research was done on different websites, articles and news. All the data collection and analysis
was wholly dependent on secondary sources data.

There are some limitations in this research as some of the sources lack authors’ names and some of
the relevant data for the topic was outdated. Therefore, further studies, field research and surveys are
highly recommended in order to get the most accurate and updated information.

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 5

Background
The customers change their purchasing habits into online shopping accompanied with the more
widespread digital adoption since covid 19. Even post-lockdown and after the vaccination rollout,
the number of consumers willing to shop in essential stores has not gone up significantly. According
to Qudini (2020) revealed that 42% of consumers were more likely to avoid stores because of queues.
To catch up with the recent situation, more and more businesses focus on marketing on social media
after covid 19 pandemic.

Givral bakery was established in 1950 by the very famous French pastry chef Alain Portier. With
tasty products and reasonable prices, this bakery attracts a lot of loyal customers.Till now, Givral
already owns a distribution system with more than 30 stores in Ho Chi Minh city. Many new
bakeries generated significant marketing projects that caused the struggle for Givral to stand out in
the market. To catch up with the other competitive bakeries, Givral tries to build brand awareness on
social media through Facebook platform. However, Givral failed to capture the attractions from
customers through the Facebook platform.

Figure 1: Qudini (2020) revealed that 42% of consumers were more likely to avoid stores because of
queues

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 6

Causes:

1. Buy followers

Like other businesses, Givral tries to gain a reputation on social media, but the way that they use it is
ineffective. Take a look on Givral Facebook page, it is obvious to recognize that the business is
purchasing followers with the hopes that they were buying “real followers” that would engage with
their content and possibly buy products. Givral page already has more than 100.000 followers, but
each of their recent posts just receive lower than 100 reactions from these followers. Buying
followers also makes page managers have difficulty to know the number of real customers who
actually like the brand. According to Juwah (2020), the only way to acquire real social media
followers that will engage with your content and buy from you is to consistently build your followers
over a long period of time.

Figure 2: The current number of followers on Givral’s page

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 7

2. Can’t think up creative content ideas

The other reason make the Givral’s marketing project on social media unsuccessful is lack of
creativity in their post. The content play an important role in building interaction between the brand
and followers. If their posts are not impressive enough, the online users might not pay attention to
their products. According to Web FX (2020), as content powers your social media marketing, so you
need to provide your audience with content to interact with your brand. Most of Givral’s posts on
Facebook just introduce their new products, not including trending words or interesting photos.
Therefore, even though the Givral page have a lot of followers, it is hard for them to stand out from
massive posts on Facebook.

3. Only focus on facebook

With over 3 billion downloaded and 1 billion monthly active users, Tiktok become the most popular
social platform. TikTok is in many ways easier to use than other social media platforms for
marketers. According to Dean (2022), if you run ads by or featuring creators, your brand will be
directly in front of tens of thousands of Tiktok uses because Tiktok content creators know exactly
how to show off products in action.

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 8

Possible solution

1. Decide Target customers

The brand message becomes clearer once you know who the target customer is. Define the ideal
customer, and then make certain that only they receive your marketing and promotions. The person
you believe will be most interested in your products and services is Givral’s target customer.

2. Choose content for the post

Content Marketing is an important part of digital marketing strategy. Good content can catch the
attention and be able to convince the audience into the potential customers. Continuous changing the
design of content will give higher chances for the customers to bring awareness of the brand.

3. Build a brand awareness and reputation through influencers

The influencers and famous figures have the ability to capture the customer’s attention and turn
them into loyal customers. Not only helping in awareness of the brand, they can also increase the
sale of the products by being the example for others in using the product. Hiring the influencers is a
smart way to gain more customers to inspire the potential customers and easily gain trust through
video vlogs and advertisement the revenue of the shop will increase significantly and be one step
ahead of the rivals in the market.

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 9

Conclusion
To sum up, the Givral bakery provides good quality products, due to the lack of digital marketing
strategy it has the possibility of lagging behind the rivals in the bakery business. After the careful
research and analysis the results have provided the solution to address the issue which are
retargeting of customers, and recreating of the content with creative designs and hiring influencers
for increasing brand awareness.

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 10

Recommendation

The information in this report has provided a clear description of the solution for the marketing
technique for Givral bakery. However, further research and reliance on primary sources are highly
recommended to get the accurate data for this research.

Nguyen Thi Phuong Thao_21001461_BAS-T322-WSB-11 11

References

Wethered, I. (2020). Consumer Shopping Habits During and After The Pandemic. Qudini.com from
https://www-cdn.qudini.com/wp-content/uploads/2021/07/16215508/Consumer-Shopping-Habits-
During-Beyond-COVID-Report-Qudini-Retail-Choreography.pdf

Tšernov, K. (2021). Consumer Behavior During and After Pandemic: 4 Trends to Watch. Qminder
from https://www.qminder.com/blog/customer-service/consumer-behavior-post-pandemic/

Juwah, R. (2020, August 13). 5 Reasons Why Some Businesses Fail in Social Media Marketing.
JumpStory from https://jumpstory.com/blog/5-reasons-why-some-businesses-fail-in-social-media-
marketing/

Anonymous. (2020). Social Media Marketing: What It Is and How To Get Started. WebFX from
https://www.webfx.com/social-media/glossary/what-is-social-media-marketing/

Dean, B. (2022, January 5). User Statistics (2022). Backlinko from https://backlinko.com/tiktok-
users

Wiley, K. (2022, June 20). Advertising on TikTok: Pros & Cons You Should Know. Influencer
Marketing from https://brands.joinstatus.com/advertising-on-tiktok

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