MKT20031-Frontiers in Digital Marketing

2022 HE semester (Jan)

Student: Le Bich Ngoc - 103430011
Date of submission: 13 February 2021

Assignment 3 Proposal
In the assignment 3, I am planning to create a digital marketing plan for Lai Phu Beverage Company
Limited – a Vietnamese brand. The company was established based on the parent company Lai Phu Joint
Stock Company with more than 15 years of experience in the production and distribution of
confectionery. Lai Phu Beverage offers many kinds of drinks, including: fruit juice, sweet beverage with
jellies as well as vegetable juice.
Lai Phu Beverage belongs in the Food&Beverage industry – an extremely competitive industry with
many strong competitors in the market, including both domestic and foreign companies. The company
has produced their main product line: A-Dew beverage, with a range of different flavors. There are some
reasons why I want to create an effective marketing strategy for this brand. As mentioned before, Lai Phu
has many products with interesting flavors that people may want to try. However, when I search the
keyword “fruit juice” on Google, there is no result of Lai Phu’s drinks, which means that the company did
not use SEO strategy effectively. In terms of advertisement, I found that the Youtube channel of Lai Phu
has very few interesting marketing innovations. Their videos are long and provide too much background
information for viewers to consume. Another important thing to note is that the brand’s Facebook page
has low level of interactions from customers, with approximately 10 likes for a post and very few
comments. All things considered, I want to develop a strategy that will help the company to get out of this
situation.