Factors Behind Dien May Xanh's Success: A Marketing Report

This report provides a comprehensive analysis of Dien May Xanh's marketing strategies, examining the factors contributing to its success in the Vietnamese electronics retail market. It delves into the company's use of CRM technology, highlighting its Omnichannel model and the integration of various tools to optimize customer experience and streamline operations. The report also assesses key metrics such as total visits, average time spent on the site, and bounce rate, providing insights into website traffic and user engagement. Furthermore, it explores the implications of GDPR and the Data Protection Act, emphasizing the marketer's responsibilities in ensuring data privacy and ethical marketing practices. Finally, the report evaluates Dien May Xanh's creative digital storytelling, particularly its viral marketing campaigns, and their impact on brand awareness and customer perception. The analysis underscores the importance of a customer-centric approach, innovative marketing, and adherence to data protection regulations in achieving market leadership.

1. Introduction to the campaign
Dien may XANH brand is no stranger to everyone in recent years, and it is known as one
of the giants of the electronics retail industry with unique and strange advertisements.
Indeed everyone has undoubtedly heard of the blue whirlwind campaign of Dien may
XANH created unexpected success and coverage throughout social media in 2017. The
firm has created a different scenario for marketing campaigns aimed at viewers
accompanied by humorous elements with the criterion “the more you watch, the more
you want” (Hải, 2020). People dressed in blue dance singularly with models of
televisions, refrigerators, washing machines, air conditioners on blue background for
advertising make viewers feel odd but spread at a dizzy pace throughout social media
and became a trend throughout 2016 and 2017 (Hải, 2020). However, Dien May Xanh
also very successful in obsessing thanks to strange repetitive lyrics. It is also the unique
element that makes the listener immediately realize which brand it is. Despite receiving
much negative feedback from viewers, the firm’s purpose has been achieved in a short
time so that whenever consumers want to buy electronic products, they will
immediately think of the brand “Dien may XANH” (Tô, 2020). In addition to investing in
marketing campaigns and services quality, Dien may XANH also adds electronic payment
methods by partnering with most banks and e-wallets helps consumers have a variety of
options in payment methods and save time. Understanding the psychology and
behaviour of consumers, Dien may XANH often launches massive promotional
campaigns on significant holidays of Vietnam to stimulate shopping. The impact of the
Covid 19 throughout 2020 caused heavy damage to Vietnam’s economy. As a result, a
series of firms in the retail industry announced bankruptcy and those firms that remain
in the market have to close many branches and lay off large numbers of employees to
cut losses.

Conversely, Dien may XANH launched a different strategy when expand with the
supermini model in residential areas to dominate the affordable segment and achieved
very positive results when revenue reaches 1 billion VND per store (Lữ, 2020). With the
current business situation, the firm plans to take more than 60% of the retail market
share by 2022 (Lữ, 2020). Thanks to clear objectives and ideas with unique marketing
strategies have helped Dien may XANH become the leading retail chain of the
electronics retail industry when accounting for more than 40% of the market share.
Therefore, this report will analyze the main factors that make up the success beyond the
waiting buttocks of Dien may XANH.
2. Analysis
2.1. CRM technology use
It is indisputable that the development of e-commerce in Vietnam is extensive, and only
in the first months of 2020, the growth rate of the e-commerce market reached up to
81% compared to the same period last year (Dương, 2020). The landing of a series of
foreign brands in recent years helps consumers have more choice shopping. Hence,
organizations that have difficulty satisfied and retain consumers, and Customer
Retention Management is an effective method used by most organizations to gain trust
and satisfaction from consumers. Customer Retention Management is an effective
customer management software system, and it is also a business strategy developed by
the company to increase customer satisfaction and loyalty (Nguyễn, 2020). In addition,
Customer Retention Management supports businesses in managing consumer
data warehouses effectively and providing businesses with data on consumer
needs, habits, and market trends (Nguyễn, 2020). The current model of Dien may
XANH is Omnichannel with four main parts that intimately support each other:
make the request, deployments, sales, and critical support. The integration of
consult tools and order processing into the main website by the technical team of

Dien may XANH help optimize time and call centre staff more conveniently in
advising customers. Therefore, employees receive calls and orders from many
different platforms, and they use support tools to listen to calls, process orders,
and live chat.
Moreover, the technical team attach comment boxes in the corner of the website
so that customers can easily view comments on the sales landing page and
optimize promotions during the period. In 2018, Dien may XANH’s technology team
brings out four main factors that e-commerce businesses focus on: optimizing the user
experience on the website, increasing conversion rates by testing novel new forms of
contents, and replacing live chat with chatbox. Moreover, convert tools such as CMS,
CRM, order processing or live chat into mobile applications for high efficiency (Hien,
2019). All department operations in the firm, from human resources, supply, marketing,
and management, are automated to help the operation process smoothly, quickly, and
accurately (Hien, 2019). It also helps the firm save many costs, and there is no denying
the success of the technical team has built, develop tools to support the firm optimize in
all aspects. With the criteria “customers are god” learned from Amazon, Dien may XANH
has successfully given consumers a great experience, create trust and loyalty from
consumers, thereby affirming the brand position in the Vietnamese market.
2.2. Suggested Metrics
A set of numbers used to measure, track, evaluate the effectiveness and performance of
an organization is called Metrics (‘Metric là gì? Metric khác KPI như thế nào & Các Key
Metric trong Marketing’, n.d). This report will analyze critical factors that affect the
survival of Dien may XANH.
a. Total visit
Measuring the number of users who visited the site is known as the total visit (Klipfolio,
2021). Many visits show that the company’s website has done a great job promoting the

image, attracting customers, and increasing profit. According to the ranking of electronic
enterprises in Vietnam as the fourth quarter of 2020, the company has more than 16,3
million visits per month, ranked 5th in both two years 2019 and 2020 (Iprice, 2021).
b. The average time
The period a person spends on a particular site is called the average time of a page, and
if the site content is eye-catching, engaging to viewers, the viewing duration will
increase (Naim, 2019). Based on the chart of Similarweb, the average time spent on
Dien may XANH site is 2,29 minute.
c. Bounce rate
Bounce rate used to the percentage of visitors who visit the website and leave without
using any service (Kingsnorth, 2019). The high escape rate shows that the customer’s
experience for that site is terrible (Chaffey and Ellis-Chadwick, 2019). Based on
Similarweb figures aggregated from April 2021 of Dien may XANH, the exit rate is up to
64,29 %, and this is an alarming number for one of Vietnam’s leading e-commerce sites.
d. Website traffic sources
Traffic website is the total number of visits to that website, and it is used to assess how
attractive that site, its growth ability and maintain its ranking on Google (Nguyễn, 2018).
Dien may XANH has three primary sources of traffic: Direct, Referrals, and Search, while
Search has the highest rate when account for 82,26 %, followed by Direct with 7,96 %
and Social with only 7,40%.
2.3. Implications of GDPR, Data Protection Act and marketer’s
responsibilities
Industrial Revolution 4.0 has created opportunities for the significant development of
information technology and digital transformation in recent years (Le, 2020). On the
other hand, many organizations exploited customers loopholes to track, control and
collect their personal information to sell to media and advertising units for illegal profits.

In addition, the scandal between Cambridge Analytica and Facebook in 2018 is an
excellent example of personal data scandals and caused people concerned about their
privacy (Hải, 2018). Not only that, members of the European Union identified potential
risks to the security of user information. Hence, they decided to enact the General Data
Protection Regulation, and it took effect shortly afterwards (Vân, 2019). General Data
Protection Regulation is known as the general provisions on information security (Vy,
2020). Apart from it, this regulation requires that in transactions between European
Union member countries, businesses must keep personal data and citizens’ privacy
confidential (Vy, 2020). The regulation forces technology firms to comply with new
security standards for EU citizens and give users control over how firms collect their
data (Vân, 2019).
Furthermore, the primary purpose of the creation and development of the General Data
Protection Regulation is to protect all people of the European Union and replace Data
Protection Directive 95/46/EC (Microsoft 365 Team, 2019). Equally important, a law in
the UK that controls how businesses and governments use users’ personal information
is known as the Data Protection Act (‘Data Protection’,n.d). Not only that, Data
Protection Act plays a vital role in the security of user information through the
adjustment of the processing of personal data, the protection of the interests of the
data subject and the permission of the data protection authority to enforce the rules
(‘Data Protection Act’, n.d). The organization will be severely penalized if they violate
the rules. Although the General Data Protection Regulation and Data Protection Act are
not yet in force in Vietnam, this right is protected by various legal documents such as
information technology law, consumer rights protection law, cybersecurity law, and e-
trading law (Vũ and Lê, 2020). On Dien may XANH’s website, a table of contents named
“Protecting customer information” lists the privacy of personal data and customers’
interests when purchasing products at Dien may XANH. The company refers to critical
benefits such as data collected from customers for appropriate purposes; an advanced

cybersecurity system will secure customer data and transactions (Dien may XANH, n.d).
More importantly, the collection and use of personal information are carried out only
with the customer’s consent (Dien may XANH, n.d).
The marketer’s responsibility is to ensure marketing campaigns reach targeted
customers and save costs (Pandey, 2021). Therefore, marketing control is an impossible
step in the company’s marketing activities. It helps analyze sales, market share, costs,
finance, probe consumer satisfaction, regulate operations (Đỗ, 2019), and Dien may
XANH is no exception. Equally important, marketing control helps the company’s
marketing activities follow the goals set out, such as increasing revenue, brand
awareness to control, and assessing the campaign’s effectiveness and expenditure
sources (Đỗ, 2019). More to the point, good supply chain management will help the firm
have competitive advantages, a foothold in the market and at the same time expand its
strategies for long term developments (Do, 2017). In addition, members of the
management board of Dien may XANH e-commerce website have obligations and
responsibilities to advise and provide accurate information about the products that
come with the promotions and receive customer complaints regarding the products
(Dien may XANH, n.d). Above all else, Dien may XANH fully responsible and compensate
the buyers if the users receive products that differ from the purchased information
(Dien may XANH, n.d).
2.4. Evaluation of Creative digital storytelling
At the end of 2016, Dien may XANH released videos, TVC ads about blue people that
created the fever (TEKKA, 2020). With fancy shapes as the cast of characters dressed in
tight blue clothes dance on a haunting music background, viewers feel uncomfortable
and angry (Lê, 2016). However, the most obsessive thing is the melody used in those
commercials; although the lyric of the song easy to remember but the phrase “Đến Điện
máy Xanh” repeated up to 5 times in 30 seconds (Tô, 2020). It highlights the Viral

marketing of Dien may XANH strategy, and it creates a sense of curiosity for those who
have not seen it. In addition, it created a considerable effect when it has been spread at
a dizzying and attracted the attention of social media users. It has become a trend that
most users respond to after seeing funny images about Dien may XANH’s ads (Tô, 2020).
Thanks to the success of TVC in 2016 and 2017, Dien may XANH affirms the brand image
and creates a foothold in the minds of viewers. In 2018, Shopee Vietnam also used the
same method and made a significant impact with a promotional video based on Baby
Shark’s song, which is already very popular and familiar worldwide (Đặng, 2018). Shopee
Vietnam did this campaign by replacing the original lyrics with the brand name with a
humorous dance performed by two celebrities, goalkeeper Bui Tien Dung and singer Bao
Anh (Đặng, 2018).
2.5. Digital Advertising methods used
Thanks to the successful development of information technology and digital in recent
years, most companies grasp market trends, so they gradually switched to digital
advertising instead of traditional advertising. Digital advertising works more efficiently
because it reaches more people with a more extensive range at a low price. Based on
the concept of marketers, digital advertising is a combination of plans with electronic
devices and social media (McStay, 2016).
a. Video advertising
Video advertising is one of the most popular forms of advertising today, and it works by
conveys a short video that brings messages to the most direct and lively customers
(Matthews, 2019). Dien may XANH has been very successful with this form of
advertising through the company’s television ads in 2017 became the subject of gossip
on social media and received much negative feedback (Tâm, 2021). However, thanks to
those opportunities, their advertising has become a trend for a long time (Tâm, 2021).
The creation of successful viral videos not only help Dien may XANH increase brand
awareness it also helps the company’s website increase user traffic and sales. Therefore,

these ads are considered the most effective way to reach customers on a large scale
(Prajapati, 2020).
b. Display advertising
Advertising that shows images, text, and even sounds are called display advertising
(Husam, 2011). It is often placed on a third-party platform to direct customers to its
website (Srivastava, 2012). Great promotions and incentives on the holidays of Dien may
XANH displayed on social media platforms, youtube, influential newspapers. Moreover,
these ads appear with large fonts such as reduce all products by up to 50%; delicious
gifts, extremely shocking prices.
2.6. Social Media
Thanks to television advertising in 2016, Dien may XANH has become a hot topic on
social media platforms throughout 2016 and 2017. Social media platforms will help
social media marketing increase website traffics and attract users (Srivastava, 2012).
Therefore, the firm has made good use of this opportunity. They constantly update with
the latest youth trends and integrate blue characters into those trends that entertain
social media users. In addition, the firm also focuses on developing content for fan page
sites with a large following by creating new trends with blue characters that already very
famous in their ads. Facebook and Youtube are the two largest user platforms globally
and leads Vietnam with 2 billion 375 million users and 2 billion 090 million users, so the
focus on developing on these two platforms of Dien may XANH is understandable. Dien
may XANH’s Facebook fan page has more than 1,7 million followers, and Dien may
XANH youtube channel owns more than 540 thousand subscribers show the great
success and the massive attraction of this brand. TVC of Dien may XANH is widely
shared, famous thanks to the sharing of significant fan page that attracts the attention
of many users. Thanks to the widespread of that impressive TVC, a series of images,
paintings, music inspired by it that obtain a large amount of interaction, sharing from
social media users, thereby creating the trend of Dien may XANH for a long time. Since

the start of the campaign, it has only taken two months for Dien may XANH to have
more than 1,3 million interaction are synthesized original posts, comments, shares on
social networking platforms (‘Đằng Sau Sự Thành Công Của Điện Máy Xanh Từ Chiến
Lược IMC’, n.d). Although there are no celebrities presences, the campaign has created
a great buzz in the history of Vietnam’s advertising industry, and it is an excellent
example for Shopee to apply with the song Baby Shark causing fever then two years
later. According to the statistics of Buzzmetrics from March to the end of May 2017,
Dien may XANH is the most talked-about brand with several discussion articles up to
389,714 and accounting for 73,8% market share of discussion. The posting of cooking
tutorial videos also attracted many viewers on the fan page of Dien may XANH. It also
shared by other major fan page sites, thereby creating a considerable distance from
other competitors on social network platforms. Therefore, the launch of advertisings in
combination with activities on social media has changed the entire electronics retail
industry because it attracts great attention and diversifying the content of the whole
industry (Buzzmetrics, 2017).
2.7. Overall evaluation
Although Dien may XANH established in 2010 while a wide range of long-standing
brands dominates the market, such as Nguyen Kim and Cho Lon, they only took eight
years to lead the Vietnamese market with more than 40% market share. Dien may XANH
has successfully identified insight, target market, impressive TVC and Activation
activities to help the firm build brand image and attract many consumers. In addition,
Dien may XANH also provides excellent services such as interest-free instalment;
genuine home warranty help customers feel comfortable and happy when shopping
here.

3. Conclusion
It can be said that Dien may XANH has been very successful in combine two core
elements are brand and product, into the company’s business strategies help the
company’s brand recognition increase many times. It also brings vast profits from
attracting many consumers to the shop through intelligent marketing campaigns,
excellent product warranty and customer care service. The electronics market in the
first quarter of 2019 grew by only 5%, while the growth rate of Dien may XANH is 20%
compared to the same period last year, and with the current business situation, Dien
may XANH will still grow strongly in the future. Thereby, the company has defeated a
series of direct competitors to confidently lead the market and own a system chain with
more than 1000 stores throughout the provinces and cities. Although throughout 2020
is volatile due to the impact of covid 19 caus a series of companies to go bankrupt but
Dien may XANH has opened up to 300 more branches to dominate the affordable
consumer segment, and the organization intends to account for more than 60% of the
market share of the electronics retail industry. Therefore, Dien may XANH is considered
a symbol of success for young businesses to learn while they took less than ten years to
overcome a series of famous brands to top the market.
Google Analytics is one of Google’s free tools to support businesses with data statistics
such as visitor statics, real-time, user interest, and behaviour (SEMTEK, 2019). In
addition to core informatics Google analytics theory, the Google Analytics Individual
Qualification includes technical data. The questions cover a wide range of topics in
Google Ads, ranging from easy to complex, such as models and technical terms. These
include Planning and principles; implementation and data collection; configuration and
administration; conversion and attribution; and reports, metrics, and dimensions. It is
one of the most valuable tools that allow marketers to customize the date range, collect
demographic reports and website traffic data. Furthermore, certification qualifies

participants to embark on this career as a form of employment analyst. All of these
benefits assist patients to quickly comprehend SEO and create more valuable campaigns
for their businesses.
Word count: 3066
References
A1 digihub (n.d) Metric là gì? Metric khác KPI như thế nào & Các Key Metric trong
Marketing. Available at: https://a1digihub.com/metric-la-gi/ (Accessed: 22 May 2021).
Buzzmetrics (2017) Thị trường Siêu thị điện máy: Điện máy xanh làm chủ cuộc chơi.
Available at: https://buzzmetrics.com/thi-truong-sieu-thi-dien-may-dien-may-xanh-lam-
chu-cuoc-choi/ (Accessed: 23 May 2021).
Chaffey, D. and Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation,
and Practice, 7th edn, Pearson Education Limited
Dương, N. H. (2020) Thương mại điện tử trong phát triển kinh tế tại Việt Nam. Available
at: https://tapchitaichinh.vn/tai-chinh-kinh-doanh/thuong-mai-dien-tu-trong-phat-trien-
kinh-te-tai-viet-nam-330340.html (Accessed: 22 May 2021).
debitoor (n.d) Data Protection Act. Available at: https://debitoor.com/dictionary/data-
protection-act (Accessed: 22 May 2021).
Do, T. (2017) Quản lý chuỗi cung ứng hiệu quả. Available at:
https://sites.google.com/site/quanlychuoicungung/home (Accessed: 22 May 2021).
Dien may XANH (n.d) CHÍNH SÁCH VÀ QUY ĐỊNH CHUNG. Available at:
https://www.dienmayxanh.com/dieu-khoan-su-dung (Accessed: 22 May 2021).

Đỗ, Đ. N. (2019) Kiểm soát marketing (Marketing Control) là gì? Các loại kiểm soát
marketing. Available at: https://vietnambiz.vn/kiem-soat-marketing-marketing-control-
la-gi-cac-loai-kiem-soat-marketing-201911171932049.htm (Accessed: 22 May 2021).
Đặng, Đ. T. (2018) Phân tích chiến dịch Baby Shark đưa Shopee bay cao khắp Đông Nam
Á. Available at: https://www.brandsvietnam.com/congdong/topic/13325-Phan-tich-
chien-dich-Baby-Shark-dua-Shopee-bay-cao-khap-Dong-Nam-A (Accessed: 23 May
2021).
Government UK (n.d) Data protection. Available at: https://www.gov.uk/data-protection
(Accessed: 22 May 2021).
Hải, N. (2018) Toàn cảnh khủng hoảng Facebook làm lộ dữ liệu người dùng. Available at:
https://vietnamnet.vn/vn/cong-nghe/media/toan-canh-khung-hoang-facebook-lam-lo-
du-lieu-nguoi-dung-440791.html (Accessed: 22 May 2021).
Hải, Y. (2020) Điện máy xanh tung chiến dịch quảng cáo chế từ hình ảnh “người đẹp Tây
Đô”. Available at: https://marketingai.admicro.vn/dien-may-xanh-tung-chien-dich-
quang-cao/ (Accessed: 22 May 2021).
Hien, N. S. T. (2019) Giai mã cách điện máy xanh và tgdd làm thương mại điện tử.
Available at: https://www.slideshare.net/HIENNGUYENSONGTHANH/giai-m-cch-in-my-
xanh-v-tgdd-lm-thng-mi-in-t (Accessed: 22 May 2021).
Husam, J. (2011) Display Advertising: The Billboards of the Web. Available at:
https://www.wsimarketbuilders.com/whitepaperdisplayadvertising.pdf (Accessed: 23
May 2021).
Iprice (2021) The Map of E-commerce in Vietnam. Available at:
https://iprice.vn/insights/mapofecommerce/en/ (Accessed: 22 May 2021).