FPT UNIVERSITY

Individual
Assignment
SUBJECT: DMA301m
CLASS: MK18C
STUDENT: Lê Thu Thương
STUDENT'S ID: QS180146

Topic: Competitor Analysis in Digital Marketing.

Conduct a competitor or other group analysis to examine how a
brand's digital marketing strategy compares to its competitors.
1. Select two direct competitors.
2. Analyze their use of digital marketing channels (e.g., website, social
media, email, SEO, paid ads).
3. Evaluate the effectiveness of their strategies using publicly
available metrics (social media engagement, website traffic
estimates).
4. Identify gaps or opportunities for the brand to differentiate itself.
5. Provide recommendations based on findings.
I. Introduction two direct competitor:

I decided to choose Bánh Nhà Homie and Thế Giớ i Bánh Ngọt - Saigon Bakery
as direct competitors. Both are mainly in the business of selling sweet and savory
cakes.
Bánh Nhà Homie focuses on serving customers mainly students and employees
at FPT University Quy Nhon, on a small scale and selling through online channels.
Meanwhile, Thế Giớ i Bánh Ngọt - Saigon Bakery is a large bakery with premises
located on Ngo May Street, serving many customers in Quy Nhon and selling in
larger quantities to outside customers.

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II. Analyze The Use of Digital Marketing:
Bánh Nhà Homie

Social Media Marketing

Bánh Nhà Homie mainly operates on Facebook - a popular platform and suitable for small
online business models. They maintain an active presence, regularly posting images and
videos of the store's best-selling products. These contents are designed to be eye-
catching, attracting the attention of followers and potential customers.

In addition, a highlight is that they often survey customers' opinions, and collect feedback to
improve product quality and service. Besides, Banh Nha Homie also shares tips on
preserving cakes, a smart tactic to build customer loyalty.

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 Thế giớ i bánh ngọt - Sài Gòn Bakery

Social Media Marketing

Saigon Bakery mainly operates on a single platform, Facebook. They are very active in
posting articles introducing new cakes and diversifying content through eye-catching
images. However, focusing only on Facebook can bring about concentrated
effectiveness but also has limitations, when not exploiting the full potential of other
social networking channels.

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III. Evaluate the effectiveness of their
strategies using publicly available metrics
Bánh Nhà Homie
Paid Advertising:
Banh Nha Homie used Facebook advertising to increase the effectiveness of their marketing
campaigns. Specifically, they ran three different advertising campaigns:
Campaign 1: Opening post advertising
Reach: 6,921
Impressions: 13,962
Interactions: 45
Link clicks: 40
Results: This was the first campaign and was quite effective, especially in terms of reach
and impressions, which shows the community's interest in this new brand.

Campaign 2: Video advertising reviewing cakes.

Reach: 2,788
Views: 507
Results: Compared to the opening campaign, this campaign had lower results, but still
generated a certain amount of interaction. This may be because the video content is
not really attractive or suitable for potential customers.

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Campaign 3: Advertising for the holiday of October 20
Number of people reached: 9,200
Number of impressions: 18,240
Total number of clicks: 1,150
Results: This is the most successful campaign of Bánh Nhà
Homie. Not only did the number of reach increase but there
was also a large number of clicks on the article, showing
that the marketing strategy and the holiday cakes attracted
a lot of attention.

Overall Evaluation:
Bánh Nhà Homie's advertising efforts, particularly the holiday campaign,
reflect a strategic understanding of how to engage their audience at the right
moments. While the cake review video underperformed, it provided valuable
insights into content preferences. Their success with the holiday campaign
suggests that focusing on seasonality with special occasions can greatly
enhance brand engagement and customer action. To further improve, Bánh
Nhà Homie could refine their content strategies and continue to leverage
occasions that resonate with their audience to maximize the effectiveness of
future campaigns.

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III. Evaluate the effectiveness of their
strategies using publicly available metrics
Thế giớ i bánh ngọt - Sài Gòn Bakery
Paid Advertising:
Through the analysis process from the Meta Advertising Library (Facebook), it can be seen
that Sài Gòn Bakery has only run a single advertising campaign on October 3, 2024. This is
a surprise for a large bakery like Sài Gòn Bakery because advertising is quite rare and
most recently there is only 1 single post running. However, since I don’t have detailed data
on their ad campaign, I’m going to guess from the post-engagement data that can be used
to estimate reach. Their ad post has interactions is 54 likes, and from this data, we can
guess that:
Reach: Around 20,000+ people. This is the number of people who are likely to have
seen their posts in their newsfeed.
Impressions: Can reach 40,000+, which is the number of times the post appeared in
front of users, including those who have seen it multiple times.

Here are the link of the post: https://www.facebook.com/ads/library/?id=501040616247907

Overall Evaluation: Given the size and reputation of Sài Gòn Bakery, their advertising
efforts seem quite limited. The single ad campaign shows a lack of consistent advertising,
which could hinder the brand’s ability to engage with a wider audience and maintain
visibility. To improve their advertising effectiveness, Sài Gòn Bakery could benefit from
increasing the frequency of their ad campaigns, experimenting with different types of
content (such as promotional offers or holiday specials), and using more compelling calls
to action to boost engagement and conversions. Their current strategy, while it may
generate some visibility, is likely underutilizing the full potential of digital marketing for a
bakery of their stature. 6
IV. Identify gaps or opportunities for the
brand to differentiate itself.

Bánh Nhà Homie

Gap:
Underutilization of digital channels: Banh Nha Homie relies heavily on Facebook.
Limited target audience: The brand primarily caters to a niche market of students
and staff at FPT University Quy Nhon, which could limit growth.
Opportunities:
Expand beyond the niche: Banh Nha Homie could explore targeting a broader
demographic by diversifying its offerings and tailoring its messaging to appeal to
more customers outside of FPT University Quy Nhon.
Increase social engagement with interactive content: Engaging customers with
more interactive content such as polls, contests, and giveaways will help build a
stronger online community, which could translate directly into higher sales.

Thế giớ i bánh ngọt - Sài Gòn Bakery

Gap:
Lack of consistency in advertising: The bakery only runs one advertising campaign
despite being a larger brand. This limited activity results in missed opportunities for
engagement and continuous visibility.
Insufficient use of digital channels: Saigon Bakery relies heavily on Facebook and
their single campaign shows a lack of diversity in both content and platform
strategy.
Opportunity:
Expand paid advertising efforts: Saigon Bakery should consider running more
frequent and diverse advertising campaigns to stay competitive. They could
benefit from promoting special offers, seasonal cakes, or even customer stories
to maintain visibility and generate more engagement.
Diversify social media platforms: Brands can expand their presence beyond
Facebook, potentially tapping into Instagram and TikTok, where visual content
and food-related posts tend to perform well. Attracting a younger, more active
audience can help the brand grow even further.
Introduce promotions or loyalty programs: To drive engagement and
conversions, bakeries can offer special promotions, discounts, or loyalty
programs. These efforts not only motivate new customers but also encourage
repeat purchases.

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V. Provide recommendations based on
findings.

01 Diversify digital channels:

Banh Nha Homie should expand its presence beyond Facebook to platforms like
Instagram and TikTok, where food-related content tends to perform well. Both
platforms provide great opportunities to showcase visually appealing cake designs
and behind-the-scenes content to appeal to a wider audience.

02 Expand its target audience:

To grow beyond its current niche, Banh Nha Homie could diversify its
offerings to appeal to families, office workers, or general cake lovers in
Quy Nhon. Tailoring their content to target these groups, such as creating
family-sized cake packages or themed corporate gift packages, could
expand their reach.

03 Increase engagement:
Increase customer engagement by integrating more polls, contests, and
user-generated content campaigns. For example, they can host contests
for customers to design a special cake or share their experiences with
Banh Nha Homie products. This not only drives engagement but also
builds loyalty among existing customers.

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Thank You
for
Watching