Social Media Marketing Strategy for Nin Jiom Pei Pa Koa: MBA Project

This project presents a comprehensive marketing plan for Nin Jiom Pei Pa Koa, a Chinese medicine manufacturer, focusing on transforming its traditional marketing approach into a robust social media strategy. The report begins with an overview of the market conditions, including political, economic, social, technological, environmental, and legal factors influencing the business. It then analyzes Nin Jiom Pei Pa Koa's current social media presence, which is limited, and proposes a detailed social media marketing effort, including YouTube commercials, Twitter, Facebook, and Instagram strategies. A key component of the project is a competitive analysis, focusing on Hung Fook Tong, a major competitor, evaluating their social media channels and engagement tactics. The plan outlines specific goals, including increasing social media presence, consumer retention, and market share. It targets specific demographic and psychographic audiences, and develops content creation strategies for each platform, including Twitter, Facebook, and Instagram. The project also includes a monitoring and measurement plan to assess the success of the social media campaign, along with references to relevant marketing literature.

Marketing plan of Nin Jiom Pei
Pa Koa
Name of the University:
Name of the Student:
Authors Note:

Introduction
• Nin Jiom Pei Pa Koa is a leading Chinese
manufacturer of medicines in Hong Kong that
is renowned worldwide as its products are
made of natural herbs and ingredients.
• The objective of the report is to analyze the
traditional marketing transformation effort of
Nin Jiom Pei Pa Koa into social media
marketing strategies.

A Brief Overview of Market Conditions
• Political: Taxation policies, government resource
allocation, governance system and armed conflict
• Economic: Availability of key infrastructure, skill
level of employees in the Chinese market,
financial market efficiency and downward
pressure on consumer spending
• Social: Media playing increased role on public
opinion, attitudes towards health and safety and
societal norms and hierarchy

A Brief Overview of Market Conditions
• Technological: Focused on lowering production
cost, supply chain partners empowerment and
latest supply chain innovations used by competitors
• Environmental: Recycling is an emerging norm, use
of renewable energy and increasing consumer
activism
• Legal: Existence of data protection laws, strict
employment law in the country and stringent health
and safety norms

Current Position in Social Media
• Integrated offline and online promotional
channels in sponsoring several sporting events
• Low existence on the social media marketing
platform and high use of traditional media for
promotion
• Promotes advertorials regarding maternal and
herbal medicine benefit topics on Television,
magazine, newspaper and billboards.

Proposed Social Media Marketing Efforts
• YouTube commercials in
illustrating clear vision
of the company
regarding its quality
products for ensuring
healthy life for
consumers.

Analysis of Competition
Hung Fook Tong Presence in Social
Media
Social Media
Channels Used
Use in Engaging
Consumers
This company is the
largest competitor
as it offers similar
products focused
on high quality,
herbal features and
at affordable costs.
Renowned products
include healthy
herbal tea and
homemade soup
Very active
presence in the
social media
channels and
increased reliance
on online product
promotion
Facebook
YouTube
Promotes products
as better lifestyle
practices
Engaging contents
on its new product
lines on a regular
basis

Analysis of Competition
Presence in Social
Media
Social Media
Channels Used
Use in Engaging
Consumers
The company is
another competitor
in the Chinese
market with
increased
popularity among
consumers because
of its high selling
products including
herbal drinks ,
Chinese-style
soups, tortoise
herbal jelly and
other food products
Medium presence
on social media
channels. Employs a
promotional mix of
both traditional and
online medium for
advertising medical
and herbal
offerings.
Instagramm
Facebook
YouTube
Promoting products
among target
audiences as
helpful for
maintaining
wellness
Product sample
based promotions
and charity raffle
tickets increases
number of website
viewers

Traditional Advertisement
• Television
advertisement of
Nin Jiom Pei Pa
Koa is decided to
be promoted on
the selected social
media channels.

Traditional Advertisement
• The television commercial of ” Nin Jiom Pei Pa
Koa cough syrup” promotes ”live healthier”
strategy
• This promotes no sugar added formula in
soothing and clearing throat and lung
congession.

Strategy Development
Goals of Marketing
Plan
• To obtain trending social
media presence within the
first year with attaining
2000 likes and followers
• To attain consumer
retention rate increase by
20% in the first year of its
social media commercial
launch
• To attain increase in market
share by 15% within the
first year after launch on its
social media commercials

Strategy Development
Targeting the Audiences
Targeting Medium Key Segment Variables
Demographic Gender, age breakdown, education
and family status of Chinese
consumers
Geographic Chinese as well as global
marketplace
Psychographic Employment and socio-
demographic status and family
status
Behavioral Chronic illness, increased health
consciousness in families and
people dealing with frequent cold
and cough symptoms

Targeting the Audiences
• The target consumer
market segment will be
males and females
belonging to age group of
10 to 60 years
• The target consumers will
be urban population that
are full time workers, have
families and an income
more than national
average
• Target market will be
individuals facing chronic
illness and the families
aimed at improving their
general health and
wellbeing

Strategy Development
Developing strategies and
choosing tactics (Twitter)
• “Nin Jiom Pei Pa Koa” can attain
high consumer engagement
through promotional contents
sharing on Twitter
• Twitter commercials and sharing
of posts on medicinal qualities
of “Nin Jiom Pei Pa Koa”
products can increase content
sharing by 150% providing value
added information to users
• Commercials with Twitter search
function “hash tag” can reach
out maximum target audiences

Facebook Media to Engage Consumers
• “Nin Jiom Pei Pa Koa” can
use Facebook social media
through sharing engaging
images, links and videos
on its medicinal products
• Increased visisbility from
consumers can be attained
by “Nin Jiom Pei Pa Koa”
through advertising as
Facebook ads on the side
columns that will have a
click-through link to its
website

Instagram Media to Engage Consumers
• Instagram promotion
can facilitate “Nin Jiom
Pei Pa Koa” in
developing user-
generated contents that
can encourage cosumers
to share pictures and
videos of their positive
experience from using
“Nin Jiom Pei Pa Koa”
• Location tags used by
“Nin Jiom Pei Pa Koa”
can encourage in-person
interaction among
target audiences

Strategy Development
Creating content on Twitter

Creating Content on Facebook

Creating Content on Instagram

Strategy Development
Monitoring and
measuring
• Observing drastic increase in
number of followers reflecting
increasing brand popularity
• Increase in number of positive
reactions attained on the social
media posts
• Increase in the “Click-through-
rate” that can signify increasing
number of visitors to the
company's website
• Evaluation of social media
promotional campaign
performance through
measuring difference between
target set and actual target
attained

Conclusion
• Nin Jiom Pei Pa Koa offers a full range of products in
effectively curing sore throats, colds, fever, heatiness
and spot-prone skin.
• Instagram, Facebook and Twitter promotion can
facilitate “Nin Jiom Pei Pa Koa” in developing user-
generated contents that can encourage cosumers to
share pictures and videos of their positive experience
from using “Nin Jiom Pei Pa Koa”
• Evaluation of social media promotional campaign
performance through measuring difference between
target set and actual target attained

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