Putting these two findings together, the internet marketing strategy of the company in question has been quite well executed, but it needs to be improved considerably in the near future. I was motivated to analyze the current situation in the business environment and present appropriate marketing solutions for the company's case.
The purpose of the study
Objectives of the study
Research questions
Conceptual framework of reference
I would examine Antorea's marketing mix and summarize their strengths, weaknesses, opportunities and threats in a SWOT analysis to provide an overview of their target market marketing. Then, next in the analysis, all the channels and marketing tactics implemented by the company will be described.
Service marketing mix in the impact of the Internet
Organizations need to make use of the Internet to attract a target audience and build long-term customer relationships (Website of Learn Marketing 2016). The development of the Internet has become a significant influence on the way of marketing, especially marketing mix elements (Stokes 2011), which is discussed further in the next chapter.
Marketing mix elements
- Product
- Pricing
- Place
- Promotion
- Physical evidence
- Process
- Managing people
In the world of internet power, services exist as digital products thanks to the internet (Stokes 2011). In the blueprint, the service company describes in detail the whole process of the service product delivered to customers.
Internet marketing in a service provider
Three main skills are required for service personnel: interpersonal skills to interact with customers, product knowledge to provide information to customers, and process skills to optimize consulting success (Donovan & Henley 2010, 315). Internet marketing is now more popular in today's marketing as it would reach a more targeted audience with less cost compared to offline marketing activities (Mattson 2012, 87).
Marketing strategy
Segmentation
Marketing teams could communicate with the market segment about the product that the company offers (Blythe 2012, 78). Consumers in the segments must be clearly defined and effectively reached with a specific marketing mix.
Targeting
The marketing messages to the target audience and the marketing tactics must be relevant to the corporate strategy of the company. Marketers choose the first option when they decide to focus only on one segment in the market.
Positioning
Meanwhile, in the second option, they concentrate on several selected groups and offer a differentiated mix for each group. The brand image must be clarified; thus targeted customers could recognize them and their values in the market.
Types of Internet marketing
- Website and Web search
- Email marketing
- Content marketing
- Social media marketing
By definition, content marketing means the creation and dissemination of consistent content to attract and engage target audiences in the market to achieve marketing objectives (Stokes 2014, 71). The more detailed information you provide, the more likely your business will appear in advanced search results.
Integrated online marketing
Therefore, the information must remain up to date, content must be in various forms, comments must be responded to, messages must be answered. The first tactic is to build contests, polls and questions that marketers attract new visitors and increase traffic on the page. Ads appear on Facebook from those who are targeted either in the News Feed or in the right-hand column (Ray 2012, 61).
Social media marketing is the biggest element that contributes to the success of the marketing plan. Promotional activities such as gift cards, gift sets and coupons are distributed through all popular channels to increase consumer demand (Tsai.
Antoree International Pte. Ltd
Segmentation and Targeting
Positioning
Marketing objectives
SWOT Analysis
Sometimes it's harder to figure out weaknesses compared to strengths; nevertheless, one appropriate method is to visit current threats, opportunities and even competitors' strengths. In terms of opportunities and threats, these parts come from external business environment which may include information about policies, economics, technology and customer behavior, etc. In today's world, it is essential for the firm to adapt to the rapid changes in the environment that can easily shift elements from opportunities to threats or vice versa.
Antoree kid SWOT analysis
Middle-low income households in the world - Target customers unfamiliar with online study habits. On the other hand, regarding weaknesses, in the initial stage of development, the course plan provided to the child customer segment has not yet been standardized by any official publishers. This implies a high potential in the targeted market growth leading to opportunities for Antoree's development.
Notably, Vietnam was considered one of the world's fastest growing markets for Facebook when the monthly active user count increased from 10 million in 2012 to 30 million in the first quarter of 2015 (Website of Thanh Nien News 2016). Furthermore, the GDP per capita in Vietnam was around 5300 USD in 2015, which was still much lower than that of other countries in the same region (Website of Trade Economy 2016).
Marketing mix of Antoree
- Product
- Pricing
- Place
- Promotion
- Physical evidence
- Process
- Managing people
Unfortunately, online payment such as card payment or PayPal, or other online payment is not yet included in the payment method of Antoree. The service only takes place on the official website of Antoree when potential customers register in the online form. The first phase's messages are "Online learning is the innovative useful method in the young generation", "The Internet is the greatest source of knowledge that we can build an e-learner community".
The first office is in Hanoi - the capital of Vietnam, which is also one of the most developed and innovative cities in the country. In order to become a professional and recognizable brand, all Antoree employees are provided with a uniform, i.e. polo shirts in white and green - the characteristic color of Antoree.
Internet marketing channels of Antoree
- Website and search engines
- Blog
- YouTube
- Integration of marketing activities
Customer reviews are welcome to be published on the company's website at the end of the courses. A video clip from a demo class run by Antoree is shown on the right side of the page so that users can better understand the service. On the top left of the page there is a logo of Antoree, while on the top right is the hotline number for customers to call the service team directly.
Users can find the link to the blog from the front page of Antoree's website. The name of the site is in Vietnamese which is translated into English: “Antoree.com – High Quality 1-on-1 English Programs for Kids”.
Qualitative research method: Observation
They sometimes post small quizzes and mini-games to increase interaction with followers and build a strong bond in the community. When executing a specific event campaign, the team produces consistent content to support the message and build strong bond within the team. Otherwise, in deep observations, the shadow activity lasts longer then more profound insights can be revealed.
Therefore, it is crucial that the observer conducts the research in the natural atmosphere and environment of the participants. The first pretends you are not there and observes the participants, while the second directly asks questions about their current activities in context.
Quantitative research method: Online survey
Qualitative research is a method to gather deep knowledge and reasons for a reality based on a small number of respondents or observations that are conducted through an intensive contact within the situation (Richards & Munsters 2010, 34). This method takes a lot of time when the observer has to cover every necessary activity that would affect the results of the findings. Theoretically, survey is the method of asking a selected group of people from a prepared questionnaire to gather information for further analysis.
This is an efficient and quick method of gathering information from a wide range of people. To plan effective and successful investigative research, one must stay on track and deeply know the objectives of the investigation as well as the topic he or she is to discover (Steinberg & Steinberg.
Combination of qualitative and quantitative methods
Online survey is another approach of survey that collects data from targeted audience electronically using the internet tools. However, the survey designer must consider the boundaries, such as targeted respondents, locations, implementation timeframes, and ways to distribute and analyze the data (Steinberg & Steinberg 2015, 166).
Observation
Planning and implementation
The way a person is converted into a customer is also accessible through the Antoree web portal.
Findings
In addition, while working with the marketing team, I also observed the interactions of Antoree users and teachers with the company. Moreover, among hundreds of registered teachers, not all are active in marketing channels. However, some of them are actively engaged with marketing channels as they want to promote themselves on blogs, YouTube or Facebook so that clients notice them and have preferences for teachers they would like to study with. .
Free choice of teachers is an added value of Antoree that many customers are interested in.
Survey
- Planning
- Making questionnaire
- Population and sample
- Implementation
- Data collection
Since the population is not too large, all the customers would participate in the survey. Almost 90% of respondents would like to recommend Antoree service to their relatives and friends. Most of the respondents would like to receive promotions for loyal customers, which accounted for 73.7%.
Almost 80% of respondents would like more standardized and clearly defined programs of study, which was relevant to their comments in the free comment section. However, 36% of respondents wanted to have a better internet connection option while learning online.
Validity and reliability of the research
Research result analysis
In addition, as the parents, according to the survey, would like their children to fully improve their English skills, they also cared about the relevant content of the messages they received every day through Antoree's marketing channels. This would affect Antoree's consumer awareness and brand credibility on social media. In fact, many responses were about their satisfaction with Antoree's service process.
Considering that all the marketing mix elements have been analyzed throughout the study, Antoree has done quite well in marketing. Based on the analysis and the real situations of the company's resources, I would like to suggest several recommendations that will increase the marketing efficiency of Antoree.
Can tick more than one box) o Parents do not have enough time to take their children to academies o Children can become confident to communicate with native speakers o Children can gain concrete and comprehensive knowledge. Do you follow Antoree Facebook page. o Yes, I always follow and actively comment o Yes, I follow but rarely comment. Can tick more than one box) o Discounts on special events. o Discount for loyal customers o Discount for referrals.
Please write something about your experience with the services: the progress of your children's improvement or the quality of the teachers, etc.
Your goals for learning English from your children (You can tick more than one box) o To start learning English from the beginner level.
