HO CHI MINH CITY OPEN UNIVERSITY

SCHOOL OF ADVANCED STUDY

----------

GRADUATION INTERNSHIP REPORT

MAJOR: BUSINESS ENGLISH

Exploring the effectiveness of Vanilla

promotional activities connecting with Dcine
membership cards at Dcine Joint Stock
Company, Ben Thanh branch.

Student: Tống Thị Thanh Giang

Student ID: 2057010163
Major: Business English
Mentor: Nguyễn Châu Bích Tuyền

Ho Chi Minh City – 2023

ACKNOWLEDGEMENTS
First of all, I would like to sincerely thank and express my deepest gratitude to
the teachers of Ho Chi Minh City Open University always supporting and
creating all conditions for me to have a favorable internship semester. With all
my sincerest feelings, I would like to express my deep gratitude to the mentor -
Mrs.Nguyen Chau Bich Tuyen who always dedicatedly guided me so I could
complete my internship report.
Next, I do not forget to thank Dcine Joint Stock Company, Ben Thanh branch
for allowing me to practice and experience real work. With deep appreciation, I
would like to sincerely thank Mrs. Nguyen Le My Phuong for her enthusiastic
guidance. Even though the nature of the work is very demanding and stressful,
she still takes the time to help, support, and provide data for me to complete the
report. Through my internship period at Dcine Joint Stock Company, Ben
Thanh branch, I have gained a lot of useful knowledge. Once again, I would
like to express my gratitude to the company and my colleagues.
And finally, due to limited personal experience, there are many shortcomings
in the report. I look forward to receiving enthusiastic guidance and feedback so
that the report can be better completed and I can confidently enter the real
working environment. Thank you sincerely!
INTERNSHIP CERTIFICATE
(bổ sung sau)
MENTOR’S FEEDBACK
Student’s full name: Tống Thị Thanh Giang
Class: TA20DB06 Student ID:
2057010163
Faculty: School of Advanced Study School: HCMC Open
University
Address: 97 Vo Van Tan Street, District 3, Ho Chi Minh City
Mentor: Nguyễn Châu Bích Tuyền
After the internship period, the mentor's comments and evaluations related to
the student’s internship report are as follows:
1. About the content of the report:

2. About student’s attitude during the process of implementing the

internship report:

The evaluation score on the performance of the internship report is given

by the mentor:
Approve to submit this report
- In figures:
- In words:
Ho Chi Minh City, January…, 2023
Mentor’s signature
(Sign with full name)

Nguyen Chau Bich Tuyen

HO CHI MINH CITY OPEN UNIVERSITY
SCHOOL OF ADVANCED STUDY
-------------------

INTERNSHIP DIARY
(Internship company’s confirmation)

(bổ sung sau)

HO CHI MINH CITY OPEN UNIVERSITY
SCHOOL OF ADVANCED STUDY
-------------------

INTERNSHIP DIARY
(Mentor’s confirmation)
Student’s name: Tống Thị Thanh Giang Student ID:
2057010163
Email: [email protected] Phone number:
0946127294
Major: Business English Class: TA20DB06
Mentor: Nguyễn Châu Bích Tuyền Phone number:
0906663979
Internship company: Dcine Joint Stock Company, Ben Thanh branch
Company’s address: No. 6 Mac Dinh Chi, Ben Nghe Ward, District 1, Ho
Chi Minh City, Vietnam
Phone number: 086 876 0420
Title of internship report: Exploring the effectiveness of Vanilla promotional
activities connecting with Dcine membership cards at Dcine Joint Stock
Company, Ben Thanh branch.
In order to achieve good graduation internship results for the students, School
of Advanced Study would like to ask the lecturers to comment on the student's
learning style and attitude after each instruction session. At the end of the
internship period, the mentor please give the final conclusion and a signature
confirmation for the student's internship.

MENTOR’S
No. DURATION TASK CONTENT COMMENTS AND
CONFIRMATION

1 October 24 , • Read the company's

2023 – documents to understand the
October 30, company's situation
2023 • Collect the previous
researches to choose an
 internship report
• Brainstorm ideas to
assess the feasibility of the topic

MENTOR’S
No. DURATION TASK CONTENT COMMENTS AND
CONFIRMATION

• Meeting with the mentor

for guidance on writing the
internship report
October 31, • Present the topic title for
2023 – the mentor to give suggestions
2
November 6, on how to get ideas for topics
2023 • Collect research based on
the teacher's suggestion
• Start brainstorming ideas
and write outlines

November 7, • Complete the outline and

2023– send it to the mentor
3
November 13, • Edit outline after
2023 receiving feedback

• Complete the outline for

November
the second time
14, 2023–
4 • Prepare materials to
November 20,
write chapter 1
2023
• Start writing chapter 1

November
• Complete chapter 1
21, 2023–
5 • Find documents to
November 27,
prepare questionnaires
2023

November
• Complete questionnaires
28, 2023–
6 • Start surveying
December 4,
• Start writing chapter 2
2023
 MENTOR’S
No. DURATION TASK CONTENT COMMENTS AND
CONFIRMATION

• Complete chapter 2
December 5,
• Continue doing survey
2023–
7 • Exchange questions with
December 11,
the mentor via Zalo
2023
• Start writing chapter 3

• Collect, statistics data

December
from the survey and close the
12, 2023–
8 data
December 18,
• Continue writing chapter
2023
3

December
19, 2023– • Complete chapter 3
9
December 25, • Start writing chapter 4
2023

• Complete chapter 4
• Submit the whole report
to the mentor via Gmail for
review and editing
• Mentor comments on the
December report and returns it to the
26, 2023 – student
10
January 1, • Finalize the report
2023 • Prepare relevant
documents to collect signatures
and comments from the
company
• Complete and submit the
final version to the school

Mentor’s final conclusion:

r Agree for the submission of student’s internship report
r Deny for being student’s mentor
 Reason:

r.....................
Other suggestion:

Ho Chi Minh City, January…, 2023

Mentor’s signature
(Sign with full name)

Nguyen Chau Bich Tuyen

LIST OF TABLES
TABLE 2. 1: INCOME STATEMENT FORM 2019 TO 2021...................................

Table 3. 1: Influencing factors and sources of scale construction 15

LIST OF FIGURES
Figure 2.1: Personnel structure diagram of Dcine Joint Stock Company Figure
4. 1: Ratio of gender Figure

4. 2: Ratio of age Figure

4. 3: Ratio of occupation Figure

4. 4: Percentage of movie viewings at Dcine theaters Figure

4. 5: Ratio of awarenes Figure

4. 6: Ratio of evaluate usefulness Figure

4. 7: Ratio of assessing accessibility Figure

4. 8: Ratio assessment of awareness Figure

4. 9: Ratio of satisfaction assessment Figure

4. 10: Ratio of customer satisfaction with the price of movie tickets and
popcorn at Dcine cinemas Figure

4. 11: Ratio of customer satisfaction with the service attitude of staff at Dcine
Cinemas Figure

4. 12: Ratio of customer satisfaction with sound quality and movie screen at
Dcine cinema Figure

4. 13: Ratio of customer trust in Dcine cinemas through promotional activities

TABLE OF CONTENT
MENTOR’S FEEDBACK..............................................................................................................................4
INTERNSHIP DIARY..................................................................................................................................6
LIST OF TABLES......................................................................................................................................10
CHAPTER 1: INTRODUCTION......................................................................................................13
1.1 Reason for choosing the topic..................................................................................................13
1.2. PURPOSE OF THE REPORT................................................................................................14
1.2.1 Research objectives......................................................................................................14
1.2.2 Particular objectives......................................................................................................14
1.3 Research Subjects And Methods.............................................................................................15
1.3.1 Research Subjects.........................................................................................................15
1.3.2 Research Methods.........................................................................................................15
1.3.2.1 Method of collecting information.......................................................................15
1.3.2.2 Research tools....................................................................................................15
1.4 Report Structure..............................................................................................................15
Chapter 2:Introduction to the Business/ Company Overview.........................................................16
2.1. General introduction about the company................................................................................16
2.2 History of formation and development of Dcine cinema Ben Thanh branch..........................17
2.3 Vision, mission and core values..............................................................................................18
2.4 DCINE MEMBERSHIP CARD...........................................................................................18
2.5 ORGANIZATIONAL STRUCTURE AND PERSONNEL....................................................19
2.5.1 Organizational structure................................................................................................19
2.5.2 Functions and tasks of departments..............................................................................20
2.6 The company's business results for the period 2019 - 2022.....................................................22
Table 1.1: Enterprise revenue: 2019- 2022................................................................................22
CHAPTER 3: LITERATURE REVIEW...........................................................................................23
3.1 Vanilla.....................................................................................................................................23
3.1.1`Concept Of Vanilla.......................................................................................................23
3.1.2 Characteristics Of Vanilla.............................................................................................24
3.2 PROMOTIONAL....................................................................................................................24
3.2.1 Concept Of Promotion..................................................................................................24
3.2.2 The Importance of Promotion in Marketing..................................................................25
3.2.3 The goal of a Promotion campaign...............................................................................26
3.2.4 Forms of Promotion......................................................................................................27
3.2.5 Some Concepts Related To Promotion.........................................................................28
3.2.6 Elements Of a Successful Promotion Campaign...........................................................29
CHAPTER 4 - DATA ANALYSIS AND DISCUSSIONS AND SUGGESTED SOLUTIONS......31
4.1 PROMOTION PROGRAM OVERVIEW...............................................................................31
4.1.1 Number of customers registering for Dcine membership cards before and after
running the promotion program on September 2023..........................................................31
Table 4.1: Summary table of the number of customers registering for Dcine membership
cards before and after running the promotion program in September 2023......................31
4.2 SAMPLE DESCRIPTION.......................................................................................................32
4.3 Analyze the effectiveness of Vanilla promotional activities connected to Dcine membership
cards..............................................................................................................................................36
4.3.1 How satisfied are customers with promotional activities?............................................36
4.3.1.1 Evaluate usefulness............................................................................................36
4.3.1.2 Assessing accessibility.......................................................................................37
4.3.1.3 Assessment of Awareness..................................................................................38
4.3.1.4 Satisfaction assessment......................................................................................39
4.3.2 How do customers feel about Dcine Cinema, after experiencing watching movies at
Dcine cinema through promotional activities........................................................................40
4.3.2.1 Evaluate customer satisfaction with the price of movie tickets and popcorn at
Dcine cinemas...............................................................................................................41
 Figure 4. 10: Ratio of customer satisfaction with the price of movie tickets and
popcorn at Dcine cinemas.............................................................................................41
4.3.2.2 Evaluate customer satisfaction with the service attitude of staff at Dcine
Cinemas.........................................................................................................................42
Figure 4. 11: Ratio of customer satisfaction with the service attitude of staff at Dcine
Cinemas.........................................................................................................................42
4.3.2.3 Evaluate customer satisfaction with sound quality and movie screen at Dcine
cinema...........................................................................................................................43
Figure 4. 12: Ratio of customer satisfaction with sound quality and movie screen at
Dcine cinema.................................................................................................................43
4.3.2.4 Evaluation of customer trust in Dcine cinemas through promotional activities
.......................................................................................................................................44
Figure 4. 13: Ratio of customer trust in Dcine cinemas through promotional activities
.......................................................................................................................................44
4.4 Discussion...............................................................................................................................45
CHAPTER 5: CONCLUSION...........................................................................................................48
5.1 Conclusion...............................................................................................................................48
5.2 Limitations of the subject........................................................................................................48
5.3 Recommendations...................................................................................................................49

CHAPTER 1: INTRODUCTION

1.1 Reason for choosing the topic

In the current 4.0 era, as the increasingly integrated economy develops,

competition between businesses becomes increasingly fierce and forces
businesses to constantly bring scientific and technical advances into
production, capturing timely information to increase their position in the
market. For consumers, competing businesses bring to consumers more and
more types of goods, meeting more and more fully the needs of customers and
consumers. Not only that, competition between businesses also gives
consumers greater satisfaction of their needs. Promotion appears to help
businesses attract customers so that customers know their brand, in addition,
consumers and customers can experience using the business's services to
choose a product that suits them best.
Promotion is done through promotions and product introductions. Organizing
activity programs will help businesses better understand customers' needs,
grasp their wishes, and from there can create plans and strategies to attract
customers' successful goals.
Promotion is known as one of the important elements in the 4P, 7P or
marketing mix marketing strategy, helping businesses position their brand or
position their media. Depending on the product, customer goals, budget, etc. of
each business, they will offer appropriate promotional activities. And according
to my research, currently, promotional activities related to the Vani points
application linked to business membership cards are being actively
implemented by many businesses to attract new customers, for example For
example: Lotteria, Chicken plus, KFC, ToCoToCo, BHD Cineplex, Galaxy
Cinema, Dcine Cinema…. However, the effectiveness of this activity has not
yet been specifically evaluated. That is also the reason why I chose the topic
"Discovering the effectiveness of Vanilla promotional activities connected to
Dcine membership cards at Dcine Joint Stock Company, Ben Thanh branch" as
the topic of my internship report to explore and Learn more about its
effectiveness.

1.2. PURPOSE OF THE REPORT

1.2.1 Research objectives

First of all, this report is prepared to meet one of the requirements to complete
the Bachelor of Business English program at the Graduate School, Ho Chi
Minh City Open University. Next, the research aimed to understand the
effectiveness of Vanilla promotional activities connected with Dcine
membership cards at Dcine Joint Stock Company, Ben Thanh branch to
evaluate and improve the quality of operations.

1.2.2 Particular objectives

Objective 01: Analyze the situation of Vanilla promotional activities when

linking Dcine membership cards at Dcine Joint Stock Company in the period
2022-2023?
Objective 02: Analyze and evaluate customer satisfaction with promotional
activities at Dcine Joint Stock Company.
Objective 03: Propose solutions to improve promotional activities to improve
efficiency and meet the company's goals.

Research question: How effective are Vanilla promotional activities

connected to Dcine membership cards?
1.3 Research Subjects And Methods

1.3.1 Research Subjects

Research object: customers using services at Dcine Joint Stock Company, Ben
Thanh branch.

Space scope: research, analyze, and evaluate the effectiveness of the Vanilla
promotion program connected to the Dcine membership card at Dcine Joint
Stock Company, Ben Thanh branch.

1.3.2 Research Methods

1.3.2.1 Method of collecting information

Secondary data: Includes data and reports for the period January 1, 2023 -
November 30, 2023, provided by Dcine Joint Stock Company.

Primary data: In this research article, I use the method of surveying the
opinions of 116 customers about promotional activities via Google Forms.

I collect information from customers who are using services at Dcine Joint
Stock Company, Ben Thanh branch to know customer reviews about the level
of accessibility and satisfaction with the promotional program that the company
is applying. This helps the company make appropriate adjustments to better
meet customers' wishes and entice them to use the company's services in the
future.

1.3.2.2 Research tools

Quantitative method: Using survey and investigation questionnaires, which

synthesize all prepared questions to collect information from customers using
services at Dcine Joint Stock Company, Ben Thanh branch. Then, from the
results collected through the survey, proceed to analyze and evaluate.

Number of survey participants: 116 people

Survey implementation time: about 2 weeks

1.4 Report Structure

This internship report is divided into 5 chapters as follows:
Chapter 1: Introduction

This chapter presents an overview of the report, including the reasons for
choosing the fields and topics, the purpose of the report, the methodology, the
object and scope of the report, and the structure of the report.

Chapter 2: Company Overview

Overview of Dcine Joint Stock Company, fields of operation, organizational

structure and human resources department of the company, results of
production, and business activities of the company in the past 3 years.

Chapter 3: Literature Review

This chapter includes definitions or concepts of Vanilla, promotion, forms of

promotion, goals of Promotion campaigns, and elements of a successful
Promotion campaign.

Chapter 4: Data analysis and discussion

Analyze and discuss the effectiveness of promotional activities Vanilla

connects to the Dcine membership card at the Dcine Joint Stock Company, Ben
Thanh branch.

Chapter 5: Conclusion, limitations, and recommendations

This chapter presents the report's conclusions, limitations, and proposed

solutions.

Chapter 2:Introduction to the Business/

Company Overview

2.1. General introduction about the company

DCINE Cinemas is a cinema system belonging to DCINE Joint Stock

Company - a Vietnamese company with investment capital from Korea and
operating in the field of Cinema. Currently, DCINE Cinemas includes 2 main
cinema complexes: Dcine Ben Thanh branch and Dcine Soc Trang branch and
1 franchise theater complex, Dcine Quy Nhon.

Company contact information:

Dcine Joint Stock Company
English name: DCINE JOINT STOCK COMPANY
Abbreviation: DCINE ., JSC
Tax code: 0108599484
Head office: BT28, La Casa, 25 Vu Ngoc Phan, Lang Ha Ward, Dong Da
District, Hanoi City, Vietnam
Branch office: No. 6 Mac Dinh Chi, Ben Nghe Ward, District 1, Ho Chi Minh
City, Vietnam
Representative: Mr. Nguyen Quynh Duong
Phone: 086 876 0420
Website: https://www.dcine.vn
Email: [email protected] / [email protected]

2.2 History of formation and development of Dcine cinema

Ben Thanh branch

Dcine cinema Ben Thanh branch was established on January 23, 2019 has gone
through 3 stages during its operation:
Phase 1: Establishment and operational stabilization phase

From 2019 to the first half of 2020, the company had just been established,
revenue was not too high because the cinema brand was still new, but
operations were still stable.

Second stage: Crisis stage

From the second half of 2020 to the first half of 2022, due to the serious impact
of the Covid-19 pandemic, the service industry in general and the cinema
industry in particular are in serious crisis. All activities have been suspended
due to social distancing. According to Associate Professor, Dr. Nguyen Van
Nam, former Director of the Institute of Trade Research (Ministry of Industry
and Trade), the situation of cinemas is also the general situation of the cinema
industry in the world and many other economic sectors during the pandemic.
Statistics show that the global cinema industry has suffered tens of billions of
dollars in losses since the Covid-19 epidemic occurred.

Phase three: Recovery and re-stabilization phase

From the first half of 2022 until now, the company has passed the peak of the
epidemic and are back in operation. Up to now, the cinema complex under the
company has gradually stabilized and developed again, with positive changes
in revenue thanks to the newness of the brand and service quality.
2.3 Vision, mission and core values

Vision
DCINE is one of the largest cinema complexes operating in Vietnam with the
best quality movie screenings and services. DCINE's goal is to become a
typical joint stock company, contributing to the continuous development of the
Vietnamese cinema sector in particular and the cultural industry imbued with
Vietnamese identity in general. DCINE integrates, harmonizes, and contributes
to the unique concept of transforming traditional cinema complexes into
cultural complexes "Cultureplex", where audiences not only come to enjoy
diverse cinema through advanced technology such as SCREENX, IMAX,
STARIUM, 4DX, and Dolby Atmos, but also to enjoy completely new and
different cuisine with the best quality service experiences at DCINE Cinemas.

Mission
DCINE focuses attention on the internal development of the cultural industry in
Vietnam, accompanying the country's cinema. DCINE is on the journey to
bring cinema to all regions of the country, targeting audiences in areas with
little access to cinema, by building quality cinema complexes in provinces and
cities and creating opportunities so that local people can enjoy the best quality
cinema through promotions with super preferential ticket prices.

Core values
The core values that our company pursues are:
Dedicated to customers: we always consider customers as the most important
subjects thanks to which our company survives and develops.
Enthusiasm for work: Each individual in the company always tries their best at
work for the organization and themselves.
Community responsibility: We are committed to linking our business with
community responsibility through the quality of goods and services we provide
and through that we contribute to building the projection service industry the
film is more developed.
Listen and improve: We consider the process of receiving feedback and
continuous improvement as the most important driving force in helping us
achieve our mission.

2.4 DCINE MEMBERSHIP CARD

With DCINE Movie Club, you will receive countless special and exclusive
offers exclusively for members.

How to register to join DCINE Movie Club

You can register to become a member of DCINE Movie Club easily and
quickly via the website www.dcine.vn or register directly at DCINE theaters.
DCINE Movie Club membership levels
DCINE Movie Club offers 3 membership levels: Member, VIP, and VVIP with
many exclusive gifts and offers.

DCINE Movie Club membership program incentives

When participating in the DCINE Movie Club program, you will receive many
incentives:
- Accumulate points when buying tickets and popcorn.
- Convert reward points into movie tickets/cocoa combos or exclusive gifts
from DCINE.
- Birthday gift for DCINE Movie Club members.
- Participate in promotions and events exclusively for DCINE Movie Club
members.

2.5 ORGANIZATIONAL STRUCTURE AND

PERSONNEL

2.5.1 Organizational structure

2.1: Personnel structure diagram of Dcine Joint Stock Company

2.5.2 Functions and tasks of departments

Chairman:
Mr. Nguyen Quynh Duong is currently the chairman of the board of directors
of Dcine Joint Stock Company. He is the person with the highest authority on
the Board of Directors. He makes key strategic decisions, oversees business
operations, and sets governance standards within the organization. In addition,
he is an effective communicator and negotiator with association members and
leads and chairs shareholder meetings. At the same time, he is the person most
responsible for promoting the performance of members of the Board of
Directors and Board of Directors.

Chief Executive Officer

Ms. Truong Ngoc Thuan is currently the CEO of Dcine Joint Stock Company.
She is the person holding the highest position in the company's operating
structure. She is the person who directly leads and operates all daily activities
in the organization and directs the subordinate team to implement the business
plans approved by the Board of Directors. In addition, she is the person who
evaluates and approves projects from subordinates, controls and approves
financial policies, and evaluates and makes appropriate adjustments to business
costs. At the same time, she is also the person who monitors, measures, and
evaluates the business activities of the enterprise and sets up the management
apparatus, organizes the structure, operates the human resources apparatus, and
at the same time determines the tasks, goals of each specific department or
department.

Marketing
The Marketing department's main task is to build and develop the company's
image. This department will be responsible for collecting the latest information
and trends about the market to come up with appropriate strategies or
competitive options to catch up with the market and defeat competitors.
Besides, this department also has the role of creating and developing
relationships with customers. Create marketing strategies and plans as well as
be in charge of implementing, monitoring, and evaluating marketing activities.

Partnership
This department is responsible for helping the company build strong and
growing partnerships. Responsible for updating policies and partner classes
according to the company's partner program and coordinating with the
company to deploy sales support activities, maximizing the company's support
resources (funds, vouchers, training) course, pre-sales project support...) for the
company. At the same time, weekly updates on the progress and status of
coordinated activities with the company.

Accountant:
This department is responsible for making annual financial plans and managing
the Company's assets and capital. In addition, this department is also
responsible for monitoring the settlement of revenues and expenditures,
organizing an inventory of assets and cash flow of the enterprise at the end of
the fiscal year, ensuring legality in accounting books, and participating in
analyzing and forecasting financial resources for the organization.

Operations manager:
The operation manager is responsible for managing recruitment and training,
handling labor regimes for employees, planning, monitoring, and evaluating
staff capacity, business strategy assessment, process management, inventory
handling, and other issues related to the delivery and receipt process, to ensure
a safe and healthy working environment.

Assistant Cinema Manager:

The Assistant Cinema Manager is responsible for supporting theater
management, ensuring each theater's business and operational results,
promoting work efficiency, and continuously improving operating processes
towards growth and development. of the business unit. Directly participate in
managing and operating the theater's daily activities, make direct adjustments,
or propose adjustments and improvements to superiors. At the same time,
effectively manage marketing programs and support theater management to
build and develop teamwork and internal culture.

Floor Supervisor Project

The main task of the Floor Supervisor Project is to manage & control the
projector and sound systems, arrange and put screenings on the projector
system as well as other content that runs before the movie is shown.

Floor Supervisor Con

The main task of Floor Supervisor Con is to control daily activities of the
warehouse such as import - export - inventory, transportation and distribution
of inventory to meet the business needs of the enterprise.

Floor Supervisor Accountant

The mission of the Floor Supervisor Accountant is to guide, monitor processes,
and maintain accounting activities at the theater complex. At the same time,
control goods and revenue, check and compare data between internal units,
detailed and general data, check arising operational provisions, and check the
balance between accounting data. Detailed and general accounting, checking
whether the ending balance is reasonable and consistent with detailed reports,
accounting for income, expenses, depreciation, fixed assets, debts, other
operations, VAT, preparing Monthly profit and loss reports of the theater
complex, and report to the chief accountant.

Floor Supervisor Customer Service

The mission of Floor Supervisor Customer Service is to resolve customer
complaints and questions about services/products/regulations at the theater
complex, and respond to customers promptly and effectively to resolve issues
matters arising.

2.6 The company's business results for the period 2019 -

2022

Table 1.1: Enterprise revenue: 2019- 2022

Unit: Billion
(Source: Summary from Dcine cinemas income statement from 2019 to 2022)

CHAPTER 3: LITERATURE REVIEW

3.1 Vanilla

3.1.1`Concept Of Vanilla

Vanilla is a global financial service established by Hanwha Group. Vanilla

Studio was established by Hanwha Group to build a digital business platform in
Southeast Asia. Vanilla Studio entered the Vietnamese market in 2022 and
established the subsidiary Vani Studio Vietnam (Công Ty Cổ Phần Vani Studio
Việt Nam, 2022).

Vani is a membership points application launched in April, allowing users to

link with membership cards of many brands and brands on the market. Each
account is given a barcode by Vani to accumulate points at brands and stores
that are linked to the application.
With each purchase and point accumulation transaction through the platform,
users will receive a reward of "Vanilla Coins". According to the publisher, this
number of "coins" is given randomly, completely independent of the
transaction value or the number of membership points accumulated from that
transaction. Users can also receive additional coins through programs available
on the app such as "Dynamite", "Ice Cream" and "Shake". Accumulated coins
can be exchanged for linked membership points and used to redeem movie
tickets or other benefits from partner brands (Hoài Phương, 2022).
3.1.2 Characteristics Of Vanilla

(Công Ty Cổ Phần Vani Studio Việt Nam, 2022)

Provide various benefits by linking membership cards

Vanilla, the Vietnamese word for Vanilla, is inspired by Plain Vanilla. Vanilla
offers the most basic structured product in the financial markets. Vanilla's goal
is to bring many easy and convenient financial services to users.

Revolutionize your financial life with leading technology

Vani is the membership wallet created by industry-leading Fintech experts.
With simple service and absolute security, our challenge to innovate everyday
financial life will continue.

Vani membership card

Earn points for every membership card with just one barcode: Nowadays,
business owners tend to issue membership cards as a way for them to retain
customers. However, it will cause many inadequacies for customers in setting
up membership accounts, preserving cards, and making it difficult to control
when they have to bring too many cards every time they go out. But when
creating a Vani membership card, with just one account and one barcode, you
can easily link members with businesses that are affiliated with Vani, easily
controlling information and managing the numbers of accumulated points,...
Link your membership card in just 3 seconds and manage accumulated points
easily.

Collect Vani Coins by playing Shake every day or doing tasks that Vani offers
to accumulate a lot of Vani Coins when using Vani Barcodes and exchange
them for the membership points you want.

Easily update all brand offers: Vani will always send notifications about
promotions from partners as quickly as possible. With vanilla, you will never
miss event information and countless new offers.

3.2 PROMOTIONAL

3.2.1 Concept Of Promotion

The promotion is a fundamental tool of marketing concept. It is the purpose of

informing customers and the public about the characteristics of the product /
service, communicative means of persuasion to use or buy a service / products.
The information system present existence of the product, so that consumers
have knowledge about. The system of belief are positive signs out of the
product relative to other products such purposes or substitutes. (Palevski, V.
M., & Rusiti, A. (2014)).

Promotional activities are marketing instruments that announced all the

knowledges about the products and services to their consumers, for surviving
and developing the firms. (Bilgener, E., Asil, E., & Özçelikay, G. (2004))

Promotion is a term that is no longer unfamiliar to those who are studying and
working in the Marketing industry with the simplest meaning of trade
promotion activities, promoting sales including advertising, promotions, and
PR, ... Promotion is also the letter P in the 4Ps of a Marketing campaign,
including Price, Place, Product, and Promotion (CareerBuilder, n.d.).

3.2.2 The Importance of Promotion in Marketing

(Quỳnh Khoa, 2023)

Promotion plays an important role in Marketing and is the final step in

convincing customers to buy a business's products and services. Therefore,
when building a Marketing strategy, businesses need to determine strategies for
each P and especially Promotion to achieve the best business results.

The Ps in the 4Ps of Marketing are all closely linked together, to create a
perfect overall Marketing strategy that achieves results. Specifically:

Promotion is responsible for organizing communication and advertising

activities to meet customers' search needs and promote brand recognition.

For pricing strategy - Price, Promotion helps promote sales through discount
and promotion programs.

Regarding the distribution location strategy - Place, Promotion helps ensure

that goods are distributed in the market before the Promotion program
launches.

For product strategy - Product, Promotion provides a variety of goods for

distribution channels.
3.2.3 The goal of a Promotion campaign

(Quỳnh Khoa, 2023)

Customer perception
The purpose of Promotion campaigns is always to convey messages and
remind and position the brand in the minds of customers. That's why creating
customer awareness about the brand is the first step to helping the product get
closer to customers. Through many forms of Promotion such as promotions,
trials, issuing vouchers,... and smoothly combining Above the line and Below
the line to attract customer awareness of brand value.

Brand building
Branding represents the whole process of creating a positive perception of the
image of a business, product, or service in the minds of customers. Therefore, it
can be said that the result of successful Promotion campaigns is the brand
image that is always present in the minds of customers.

Brand positioning
Brand positioning is the most distinct and outstanding value and image of a
business that customers can remember the most. In other words, brand
positioning is also the "place" of the brand in the minds of customers. More
specifically, the result of the brand positioning process is that customers can
immediately associate or remember the brand when encountering related
images and messages.

Therefore, Promotion campaigns need to be carried out based on a synchronous

"concept" in terms of image, color, and brand personality so that customers can
remember longer and gradually "go" deeper into their mind's Surname.

Customer acceptance
After the process of Branding and brand positioning, the business's products
will gradually be accepted by the market when mentioned. However, this also
needs to be combined with the quality and suitability of the product at that time
or for the customer segment that the business is targeting. In many cases,
despite efforts to implement promotional campaigns, the market still refuses to
accept the product because it is inappropriate.

Target customers
One of the factors that make Promotion campaigns successful is identifying the
correct target customers by market segment and focusing on exploiting this
target group. Depending on the industry, product, or service, businesses will
have their target customer groups and can be identified based on demographic
characteristics.
From there, it helps position the brand and build a "place" in the minds of
customers when there is a need related to the business's products and services.

Brand Recall
One of the goals of Promotion is brand recall. In the context of more and more
brands being born, leading to extremely fierce competition. Implementing
advertising programs, and participating in fairs, exhibitions, PR, Online
Promotion, etc. are efforts to help customers remember the business when they
need to buy.

Attract new customers

The ultimate goal that every business wants to achieve after Promotion
campaigns is to attract more new customers in addition to retaining old
customers. To achieve this, businesses need to carry out Above-the-line and
Below-the-line activities in parallel with an appropriate Marketing plan.

3.2.4 Forms of Promotion

(Quốc Hội, 2005)

Article 92 of the 2005 Commercial Law regulates the following types of

promotions:

1. Provide sample goods and provide sample services for customers to try
without paying.

2. Giving away goods to customers and providing services without collecting

money.

3. Selling goods or providing services at prices lower than the previous sales
price or service provision price, applicable during the registered or announced
promotion period. In case goods and services are subject to price management
by the State, promotions in this form shall be carried out in accordance with the
Government's regulations.

4. Sales and service provision are accompanied by purchase vouchers and

service usage vouchers so that customers can enjoy one or a number of certain
benefits.

5. Selling goods and providing services with contest entry forms for customers
to choose award givers according to announced rules and prizes.

6. Selling goods and providing services with participation in programs of

chance where participation in the program is associated with purchasing goods
and services and winning prizes based on the participants' luck according to
announced rules and prizes.

7. Organize a regular customer program, whereby rewards are given to

customers based on the quantity or value of purchases of goods and services
that customers make in the form of customer cards and vouchers. accept the
purchase of goods, services, or other forms.

8. Organize customers to participate in cultural, artistic, and entertainment

programs and other events for promotional purposes.

9. Other forms of promotion if approved by the state management agency in

charge of commerce.

3.2.5 Some Concepts Related To Promotion

(Quỳnh Khoa, 2023)

Sales Promotion
Sale Promotion is understood as a form of organizing one or more promotion
programs to promote demand and convince customers to buy products and
services. This is also considered an important skill that every marketer needs to
have to stimulate the market and create customer shopping needs.
Sale Promotion usually includes two main activities: encouraging consumption
and encouraging business development. Depending on each stage of business
and the growth of products and services, businesses can choose appropriate
sales promotion programs.

Promotion Mix
Promotion Mix is also known as combined advertising. To achieve high
efficiency in the Promotion Mix, businesses and marketers need to know how
to apply and combine many different advertising methods in the same
campaign to reach the target customer group.

The components incorporated in the Promotion Mix typically include

advertising, direct selling, sales promotions, and public relations. Using
Promotion Mix well, businesses will improve business efficiency, segment
target customers more clearly, create attraction, and especially bring the most
authentic experiences to customers. Thereby promoting sales naturally and
effectively.

Trade Promotion
Trade Promotion are sales method at the point of sale that plays a direct
decisive role in the sales of products and services. Trade Promotion is installed
right at the store in the form of promotions, gifts, lucky draws, etc. to increase
sales, promote sales to inefficient locations, and increase brand awareness, new
products, or brand repositioning.

There are 4 main types of Trade Promotion, including:

Discount strategy: temporary discount, issue coupons, buy 1 get 1 free.

Product display: display on walls and floors, issue integrated coupons, banners,
signs, and bonus gifts.
Competition among retailers: Offer rewards to agents and retailers with high
sales.
Event organization: Usually applied to new products and brands launching on
the market or increasing brand awareness by organizing events, placing booths
in shopping centers, supermarkets, markets, and residential areas gathering in
large numbers, or giving out samples for testing.

Promotion Strategy
Promotion Strategy is the common name of small strategies designed to
achieve the ultimate goal of the overall Marketing strategy. The main goal of
Promotion Strategies is to promote sales and increase sales for businesses.

3.2.6 Elements Of a Successful Promotion Campaign

(Quỳnh Khoa, 2023)

Personal Selling
Personal Selling - personal selling, also known as sales team, is considered the
"golden key" to help businesses get closer to customers. The sales staff is the
"face" of the business and represents the business to convey all messages and
values of products and services.

Sales Promotion
Promotion is the most commonly mentioned form of promotion to stimulate
demand, encouraging customers to buy even if they do not need the first place.
However, the application of promotions or promotional programs needs to be
applied appropriately and at the right time. If overused, it can be
counterproductive, causing customers to think later about brand positioning or
rotation back with the product.

Public Relations
The next factor that helps a Promotion strategy become successful is PR, also
known as Public Relations. PR activities need to be organized regularly and
flexibly in all forms and means to establish and maintain prestige, emotional
value, and understanding between businesses and customers.

Direct Marketing
Direct marketing is any business action that directly interacts with customers
without going through any intermediaries or distributors. Forms of Direct
Marketing can include: send paper letters or emails, call, collect survey forms,
advertising at point of sale, organize outdoor events.
This is how businesses can reach deeper and understand what each of their
customer groups is thinking, what they want, and how their needs change over
each age. From there, not only does it help customers know the brand, but they
also become familiar with and willing to introduce their products to friends and
relatives - the greatest value that every business wants to achieve.

Trade fairs and exhibitions

Trade fairs and exhibitions for each industry from agricultural products to
electronics and technology are held annually at many locations and times. This
is an opportunity for businesses to reach target customer groups as well as
partners who can cooperate.

Advertising
Any Promotional campaign needs to have advertising elements to contribute to
success. Advertisements are often made into TVCs shown on television, social
networks, radio, etc. to convey a certain message, such as introducing
information about products, services, promotions, or programs some sense for
the community. From these advertising messages, customers will know the
brand more and make purchases when needed.

Sponsorship
This is considered the most successful Promotion factor of many brands, the
most typical examples being diamond sponsors, platinum sponsors,... of TV
shows or football tournaments.
Businesses will have to contribute certain sponsorship costs depending on the
location and broadcast time to display their logo, image, or message to the
public.

Online Promotions
Different from the above forms of promotion at the point of sale, Online
Promotion is a form of interaction with customers on a digital platform. Online
Promotions include paid advertisements placed on social networks or Google
search engines, and sending emails to the mailboxes of potential customers.
CHAPTER 4 - DATA ANALYSIS AND
DISCUSSIONS AND SUGGESTED
SOLUTIONS
4.1 PROMOTION PROGRAM OVERVIEW

Realizing the convenience and usefulness of the Vani Points Card, Dcine
Cinemas has cooperated with Vani to bring customers the best experiences.
Along with that are a series of promotional activities combining Dcine cinema
and Vani. Most recently, on September 2023, Dcine and Vani conducted
promotional activities for customers using the Vani application for the first
time to link membership cards at DCINE. The purpose of the promotion is to
promote and attract Vani customers who will know and become Dcine
Cinemas members. Each participating customer will immediately receive a
coupon of the same price of 45.000VND/ticket (1 coupon can be used to buy a
maximum of 2 tickets for 45.000VND/ticket) and an exclusive hologram bag.

4.1.1 Number of customers registering for Dcine

membership cards before and after running the promotion
program on September 2023

Table 4.1: Summary table of the number of customers registering for

Dcine membership cards before and after running the promotion program
in September 2023

(Source: Summary of report on the number of customers registering for

membership cards in 2023)

According to the data provided, we can see that the number of customers
registering membership cards at Dcine cinemas tends to increase but there is a
difference between months, especially months when promotional programs are
running. Specifically, in January, 1,213 customers registered for Dcine
Cinemas membership cards, this number is considered relatively high at the
beginning of the year. February is the time near Tet when there are many new
movies released in theaters, attracting a large number of customers to watch
movies in theaters, leading to an increase in the number of customers
registering for Dcine cinemas membership cards compared to January (there
are 1679 subscribers). Next, in March and April, the number of customers
registering for Dcine Cinemas membership cards still increased but not as
much as in January and February (in March there were 897 people registered
and in April there were 954 people registered), possibly Because these months,
the number of movies shown in theaters is small, causing the number of people
going to see movies in theaters to decrease and leading to a decrease in the
number of people registering for membership cards. From May to August, the
number of customers registering membership cards at Dcine still increased but
there was a clear difference between months (May had 1355 people registered,
June had 1002 people registered, July there were 1120 subscribers, and in
August there were 1234 subscribers). However, from September to November,
this is the time when the company runs promotional programs. Based on the
data, we can see that the number of members registering for membership cards
at Dcine has increased sharply compared to the remaining months. (In
September there were 2051 people registered, in October there were 2520
people registered, in November there were 2921 people registered).

In general, during the implementation of Vanilla promotional activities

connected with Dcine membership cards, the number of customers registering
for membership cards at Dcine has increased sharply. This not only helps
Dcine Cinemas attract new customers from Vani but also helps Dcine Cinemas
increase sales and increase brand awareness.

4.2 SAMPLE DESCRIPTION

This section is intended to provide general information to respondents. The

total number of respondents was 116 people.

Regarding gender: Survey results showed that there were 35 men and 81
women participating in the survey, men accounted for 30.2% and women
accounted for 69.8%.
Figure 4. 1: Ratio of gender

Gender

30,2% Men
Women
Other

69,8%

Regarding age: The highest is from 19 to 24 years old, with 73 people

accounting for 62.9%. Next is the age group from 25 to 35 years old, with 32
people accounting for 27.6%. The remaining people are over 35 years old, with
11 people accounting for 9.5%.

Figure 4. 2: Ratio of age

Age

9,5%

From 19 to 24
From 25 to 35
27,6% Over 35

62,9%
About occupation: Most of the survey participants were pupils and students,
with 73 people accounting for 62.9%. Next, 42 participants are currently office
workers, accounting for 36.2%. Finally, the group of survey participants who
chose another industry group was 1 person, accounting for 0.9%.

Figure 4. 3: Ratio of occupation

Occupation

0,9%

Pupils and Students

36,2% Office workers
Other

62.9%

Number of times watching movies at Dcine Cinemas: According to the survey

results, most of the survey participants have watched movies at Dcine Cinemas
more than 4 times, with 79 people accounting for 68.1%. The remaining 37
survey participants have seen movies at Dcine cinemas from 1 to 4 times,
accounting for 31.9%.
Figure 4. 4: Percentage of movie viewings at Dcine theaters

Number of times watching movies at

Dcine Cinemas

31,9%
From 1 to 4
Over 4

68,1%

Awareness: According to the survey results, 77 participants knew about Dcine

cinema through the Vani point accumulation app and Vanilla promotional
activities connected to Dcine membership cards, accounting for 66.4%. The
remaining 39 participants knew Dcine through social networking applications:
Facebook, website, momo,... accounting for 33.6%.
Figure 4. 5: Ratio of awarenes

Awareness

The Vani point accumulation app

and Vanilla promotional activities
connected to Dcine membership
33,6% cards

Social networking applications:

Facebook, website, momo,...

66,4% Other

Because this is a report exploring the effectiveness of Vanilla promotional

activities connected to Dcine membership cards, when analyzing in-depth the
results collected from the survey, only data from 77 people will be taken survey
participants learned about Dcine cinemas through the Vani point accumulation
app and Vanilla promotional activities connected to the Dcine membership
card.

4.3 Analyze the effectiveness of Vanilla promotional

activities connected to Dcine membership cards

4.3.1 How satisfied are customers with promotional

activities?

4.3.1.1 Evaluate usefulness

The survey results show that most survey participants agree and completely
agree that Vanilla promotional activities connected to Dcine membership cards
are useful to them, with 54 people agreeing (accounting for 70.1%) and 9
people completely agreeing (accounting for 11.7%). However, 14 participants
felt this activity was normal (accounting for 18.2%), and no participants
disagreed about the usefulness of promotional activities.

Figure 4. 6: Ratio of evaluate usefulness

Evaluate usefulness

18,2% Agree
Completely agree
Normal
Disagrees
11,7%
Completely disagree

70,1%

4.3.1.2 Assessing accessibility

According to survey results, more than half of participants agree and

completely agree that information about promotional programs is continuously
updated on relevant Facebook pages to help them easily access it, with 42
people agreeing (accounting for 54.5%) and 15 people completely agreeing
(accounting for 19.5%). However, 19 people feel that the update level of the
promotion program is normal (accounting for 24.7%), there is 1 person who
disagrees (accounting for 1.3%), and the number of people who completely
disagree is zero (accounting for 0%).
Figure 4. 7: Ratio of assessing accessibility

Assessing accessibility

1.3%
Agree
24.7% Completely agree
Normal
Disagrees
54.5% Completely disagree

19.5%

4.3.1.3 Assessment of Awareness

According to the survey results, survey participants all agree and completely
agree that Vanilla promotional activities connected to Dcine membership cards
help them know more about quality cinema, with 57 people participants
agreeing (accounting for 74%) and 20 people completely agreeing (accounting
for 26%). And the number of people who feel normal and disagree is zero
(accounting for 0%).

Figure 4. 8: Ratio assessment of awareness

Assessment of awareness

Agree
26%
Completely agree
Normal
Disagrees
Completely disagree

74%

4.3.1.4 Satisfaction assessment

According to the survey results, more than half of the participants felt satisfied
with the coupons and gifts from the promotion program, with 43 people
agreeing (accounting for 55.8%), and 20 people completely agreeing
(accounting for 26%). However, 14 people felt that the coupon codes and gifts
of the program were normal (accounting for 18.2%), and the number of people
who felt dissatisfied was none.

Figure 4. 9: Ratio of satisfaction assessment

Satisfaction assessment

18,2% Agree
Completely agree
Normal
Disagrees
Completely disagree
55.8%
26%

4.3.2 How do customers feel about Dcine Cinema, after

experiencing watching movies at Dcine cinema through
promotional activities
4.3.2.1 Evaluate customer satisfaction with the price of
movie tickets and popcorn at Dcine cinemas
According to survey results, through promotional activities, they have the
opportunity to experience watching movies at Dcine and most of them feel
satisfied with the price of watching movies and popcorn at Dcine cinemas, with
48 people agreeing (accounting for 62.3%) and 14 people completely agree
(accounting for 18.2%). However, 15 survey participants felt that the ticket
prices and popcorn prices at Dcine cinemas were normal, accounting for
19.5%, and the number of people who were dissatisfied was zero (accounting
for 0%).

Figure 4. 10: Ratio of customer satisfaction with the price of movie tickets
and popcorn at Dcine cinemas

Rate

19.5%
Agree
Completely agree
thường
Disagrees
18.2% 62.3%
Completely disagree
4.3.2.2 Evaluate customer satisfaction with the service
attitude of staff at Dcine Cinemas
According to survey results, through promotional activities, they have the
opportunity to experience watching movies and interact with Dcine cinemas
staff. Most of them feel satisfied with the service attitude of the staff at Dcine
Cinemas. 49 participants agreed (accounting for 63.6%), and 19 participants
completely agreed (accounting for 24.7%). Of these, 9 survey participants felt
normal, accounting for 11.7%, and the number of people who were dissatisfied
was zero (accounting for 0%).

Figure 4. 11: Ratio of customer satisfaction with the service attitude of

staff at Dcine Cinemas

Rate

11.7%
Agree
Completely agree
Normal
24.7% Disagrees
Completely disagree
63.6%
4.3.2.3 Evaluate customer satisfaction with sound quality
and movie screen at Dcine cinema

According to survey results, through promotional activities, they have the

opportunity to experience watching movies at Dcine cinemas. Most participants
felt satisfied with the sound quality and movie screen of Dcine Cinemas, 47
participants agreed (accounting for 61%), and 23 participants completely
agreed (accounting for 29.9%). Among them, 7 people feel that the sound
quality and movie screen at Dcine cinemas are normal and no one is
dissatisfied (accounting for 0%).

Figure 4. 12: Ratio of customer satisfaction with sound quality and movie
screen at Dcine cinema
 Rate

9.1%
Agree
Completely agree
Normal
29.9% Disagrees
Completely disagree
61%

4.3.2.4 Evaluation of customer trust in Dcine cinemas

through promotional activities
According to survey results, through promotional activities, they have the
opportunity to experience watching movies and learn about Dcine cinemas.
Most participants agree and completely agree that they will continue to choose
Dcine Cinemas as a place to experience watching movies after the promotion
ends, 54 people agreed (accounting for 70.1%), and 21 people completely
agreed (accounting for 27.3%). Of these, 2 people felt normal (accounting for
2.6%), and there were no survey participants who disagreed (accounting for
0%).

Figure 4. 13: Ratio of customer trust in Dcine cinemas through

promotional activities
 Rate

2.6%
Agree
27.3% Completely agree
Normal
Disagrees
Completely disagree

70.1%

4.4 Discussion

This internship report investigates the effectiveness of Vanilla promotional

activities linked to Dcine membership cards of 116 customers who used movie
viewing services at Dcine cinemas. I conducted a survey with two main parts
including customer satisfaction with promotional activities and customers'
feelings about Dcine Cinema, after experiencing watching movies at Dcine
Cinema through promotional activities.

We can see that Dcine Cinema has been successful in implementing the Vanilla
promotion program connected to the Dcine membership card. Compared with
the theoretical basis in Chapter 3, we can see that through this promotional
activity, Dcine Cinemas has built customer awareness, attracted new
customers, and positioned the business's brand through this promotional
activity. Through analyzing and evaluating the survey, it shows that out of 116
customers participating in the survey, 77 customers know about Dcine cinemas
through the Vani point accumulation app and Vanilla promotional activities
connected to Dcine membership cards (accounting for 66.4%). At the same
time, the effectiveness of this promotional activity is demonstrated by
customers participating in the survey in section 4.3, questions about satisfaction
with this promotional activity all received positive feedback.

The first is about the level of customer satisfaction after participating in

promotional activities mentioned in the data analysis section 4.3.1. These
include The usefulness of the promotion, the level of accessibility of the
promotion program to customers, the level of awareness of Dcine cinemas with
customers, and the level of customer satisfaction with coupon codes and gifts
from promotional activities. Through the survey results, it can be seen that the
values that this activity brings make customers very satisfied. Specifically:
Regarding usefulness: 54 people agreed (accounting for 70.1%) and 9 people
completely agreed (accounting for 11.7%). As we know, the usefulness of an
activity is only evaluated when it truly brings benefits or effects to the user or
person who has access to this activity. Therefore, we can see that through this
activity, customers received a lot of useful information not only about
understanding Dcine cinemas but also about financial issues. There may be
many people who really want to experience watching but are still confused
about the quality and price, but through this activity they can not only use good
quality services but also save costs.
Regarding the level of reach: Currently, many businesses carry out promotional
activities to attract customers but are always concerned about their reach, not
knowing whether the organized activities can reach customers. goods or not.
But Dcine Cinemas can rest assured that 42 people agree (accounting for
54.5%) and 15 people completely agree (accounting for 19.5%) that
information about promotions is continuously updated on related Facebook
page to help customers easily reach them.

Regarding the level of awareness: 57 participants agreed (accounting for 74%)

and 20 people completely agreed (accounting for 26%) that Vanilla
promotional activities connected with Dcine membership cards help customers
know more a quality cinema.
Evaluating satisfaction with coupon codes and gifts from promotional
activities: Through the survey, 43 people agreed (accounting for 55.8%) and 20
people completely agreed (accounting for 26%).
In addition, through this promotional program, Dcine Cinemas has successfully
created a positive perception of the image of the business, products, and
services in the minds of customers, evaluated in section 4.3.2. Specifically:
Regarding price: 48 people agreed, accounting for 62.3%, and 14 people
completely agreed, accounting for 18.2%.
Regarding the service attitude of the staff: 49 participants agreed, accounting
for 63.6%, and 19 participants completely agreed, accounting for 24.7%.
Regarding sound and image quality: 47 participants agreed, accounting for
61%, and 23 participants completely agreed, accounting for 29.9%.

Inevitably, through this activity, 54 people agreed (accounting for 70.1%) and
21 people completely agreed (accounting for 27.3%) that after the promotional
activity ends, they will still choose Dcine Cinemas as a place to experience
movie-watching services. This shows that the effectiveness of this promotional
activity is relatively good. This will be the premise for the company to organize
more promotional activities to attract new customers.

However, in any program or activity, there will be some customers who have a
more difficult assessment of the activity. And this activity of Dcine cinemas is
no exception. In addition to customers who are satisfied with the activity, there
are still some customers who have a neutral view of the program. Specifically:
Regarding the usefulness of Vanilla promotional activities connected to Dcine
membership cards, 14 participants felt this activity was normal (accounting for
18.2%). Maybe this promotional activity has messages that don't attract them or
the price hasn't reached their desired level.

Regarding accessibility, 19 people feel normal (accounting for 24.7%), and 1

person disagrees (accounting for 1.3%) about information about promotional
programs being posted on related Facebook pages, which is not enough for
them to easily access. The explanation for this could be that the interaction
level of the posts is not high enough, causing the posts to flop, and the low
frequency of posts appearing, making it difficult for customers to recognize
their existence of promotional activities.
Regarding satisfaction, 14 people feel normal with the program's coupon codes
and gifts (accounting for 18.2%). It can be seen that depending on each
person's needs and financial level, they will have an objective view of what
they receive in promotional activities.
Regarding the price of movie tickets and popcorn at Dcine cinemas: 15 survey
participants feel that the price of tickets and popcorn at Dcine cinemas is
normal, accounting for 19.5%.
From the above results, to promotional activities can be carried out better and
attract many new customers. Dcine Cinemas should make new adjustments in
promotional activities as well as service quality at theaters to satisfy all
customers. First, regarding the promotion and outreach tools of the promotion
program, the company should flexibly use media applications to advertise and
increase the amount of interaction for posts about the promotion program, so
that customers can customers easier to reach them. Next, the company should
be flexible in providing more messages for the program to satisfy customers'
needs about the usefulness of the activity. In addition, the company should
make adjustments and upgrades in employee training to increasingly improve
service attitudes to bring absolute satisfaction to customers. Regarding the
quality of movie screens and audio equipment, the company should regularly
check and adjust periodically to bring the best quality of service to customers
when watching movies.

Overall, the company was successful in implementing Vanilla promotional

activities connected to Dcine membership cards. Dcine Cinemas has indirectly
attracted a large number of customers from Vanilla and through this
promotional activity affirmed its brand with customers about service quality.
Most customers after participating in this promotional activity are very
satisfied.

CHAPTER 5: CONCLUSION

5.1 Conclusion

Currently, many businesses are operating in the field of cinema, so the

competition between Dcine cinemas and other businesses is huge. It can be said
that Dcine cinema is a relatively small-scale cinema with low coverage as it
was only established near the end of 2019 and then encountered two serious
COVID-19 epidemics. By running this promotion program, Dcine has
indirectly brought the Dcine cinema brand closer to Vanilla customers, thereby
attracting many new potential customers. Dcine is very sophisticated when it
comes to easily attracting customers with coupon codes and highly applicable
gifts. For each customer participating in the promotional activity, they will be
given 2 coupon codes of 45 thousand for each movie ticket and 1 hologram bag
with 7 hot trend rainbow colors printed with the logos of vanilla and Dcine.
When implementing this program, customers will be able to experience
watching movies at a very preferential price but still receive the best service.
Besides, the gift bag they can also use to store things daily. As for the business,
this activity will help Dcine Cinemas get closer to customers. The bag with the
Dcine and Vanilla logo printed on it, when used by many customers, will also
contribute a part in bringing Dcine Cinemas to more people newer customers.

5.2 Limitations of the subject

This report aims to evaluate the effectiveness of the Vanilla promotion program
connected to the Dcine membership card at the Dcine Joint Stock Company,
Ben Thanh branch. However, due to limited capacity, when completing the
report there are some limitations:
- Firstly, because my major is Business English and this internship report is
based on my personal experience in the office, some specialized terms related
to promotion in marketing may not be explained. clear.
- Second, this report was only conducted with a small number of customers
using the service at Dcine Cinemas Ben Thanh branch, so it cannot accurately
 reflect the effectiveness of promotional activities for all customers. row. The
reason is due to time condition

5.3 Recommendations

Through evaluation from the survey, it can be seen that the Vanilla promotional
program connected to the Dcine membership card is receiving relatively good
feedback from customers. So to help make this promotion better and attract
more new customers, I have some recommendations as follows:
- After conducting promotional activities, the company should conduct surveys
with customers to listen to comments and make more appropriate
modifications.
- The company should provide more specific messages and detailed
instructions on promotional activities so that customers can easily receive
them.
- The company should promote communication about promotional activities on
more platforms, as wide coverage will easily attract more customers.
- The company should constantly upgrade promotional activities to be able to
satisfy increasing customer needs and to be able to easily reach and achieve the
set goals.

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