1. About Client
Thientue Pharmaceutical Joint Stock Company (Thientue Pharma JSC) started with a raw materials business project, inheriting and promoting the culture of professionalism and quality from International Medical Consultants Company Limited (IMC Co., Ltd).
Currently, Thientue Pharma JSC has developed strongly and become a supplier of raw materials for the production of pharmaceuticals, functional foods, cosmetics, foods, aquaculture medicines, aquaculture feeds, veterinary medicines, and feeds for livestock in Vietnam.
Thien (Sky) is a full-stack marketer and a full-time employee at Thientue Pharma JSC. Sky’s job is to receive and develop the company’s marketing system with the highest goal of maximizing the number of quality customers for the company.
On October 10, 2022, Sky officially joined Thientue Pharma JSC and is responsible for all operations of the company’s marketing department.
2. Project information
Client: Thientue Pharmaceutical Joint Stock Company
Industry: Pharmaceutical & Agriculture
Agency: Sky
Position: Senior Marketing Executive and Product Development Specialist
The highest goal: shifting the company from providing raw materials for the pharmaceutical industry to completely providing raw materials for the agricultural industry (aquaculture & livestock). Develop a company brand identity in the agricultural industry and bring in as many agricultural customers as possible.
Cooperation period: October 2022 – June 2024
3. Phase 1 (year 2022)
3.1. Evaluate and plan
Because I joined the company in the last days of 2022, I did not have time to implement any plans for 2022. Therefore, I will temporarily review and reevaluate the company’s entire marketing system, and check the company’s capabilities to see what we currently have, what we can do, and what we need more, to achieve the company’s goals.
After checking everything, proceed to make an action plan for 2023.
| Thientue’s Marketing systems | Result of evaluation | Action |
| Website | • Too bad, slow page loading, bad interface, incomplete information, confusion between the pharmaceutical industry and the agricultural industry. • Former employees do not hand over administrative information of the website system or SEO system. | • Split into two separate websites, one for the pharmaceutical industry and one for the agricultural industry, with the website for the agricultural industry being the company’s main website. • Completely remove the old website and redesign it for the best. • Create new administrative information, hand over and guide the company on how to control and own website administrative information or SEO system. |
| Fanpage | • Sketchy, no cover photos and posts that aren’t up to standard. Reach, Likes and Follows are extremely low. • The former employee also did not hand over the Fanpage. | • Create a completely new Fanpage. • Hand over and guide the company on how to control and own |
| Youtube | Not yet | Create new |
| Tiktok | Not yet | Create new |
| Ecommerce | Not yet | Create new |
| Email system | The company already has an internal email system, but the operating and maintenance costs are very high. | Changing the internal email system at a much cheaper cost. |
| Workflow of Marketing team | Not yet | Create new |
3.2. Results
3.2.1. Design
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Design banners and article images
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Design product labels
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Design letter, invitation card & notification banner
3.2.2. Deploy website building
Redesign the website interface. Split into two separate websites, one for the pharmaceutical industry and one for the agricultural industry, with the website for the agricultural industry being the company’s main website.
 Home page |  About Us page |  Single Product page |  Single Blogpost page |
 Contact Page |  Documents Download page |  Product Category page |  Blog Archive page |
Agricultural industry Website: thientue.net.vn
 Home page |  Blog Archive page |  Single Blogpost page |
 Product Archive page |  Single Product page |  About Us page |
Pharmaceutical industry Website: nguyenlieuthuoc.com
Redesigning the website according to SEO standards requires changing some URL structures, resulting in the old URLs being damaged or having 404 Error. So we have to navigate the old and damaged URLs back to the new URLs properly.
Redirect the old and damaged URLs back to the new URL
4. Phase 2 (year 2023)
4.1. Evaluate and plan
From 2023 on, the company wants to focus on developing strongly in the aquaculture industry. The 2023 marketing plan will focus on developing products for the aquaculture industry and orienting to find customers in the aquaculture industry.
The company’s main tasks in 2023 are:
- Focus on keyword optimization (SEO), increasing organic traffic to the website.
- Create and take care of Fanpage.
- Plan content and deploy content development for the website (for SEO) and the Fanpage.
- Participate in events to promote company products.
- Conduct internal training and improve qualifications for subordinates.
4.2. Results
4.2.1. Website
Website traffic of thientue.net.vn received in 2023:
Click & Impressions were tracked by Google Search Console
Views, Users and New Users were tracked by Google Analytics
Organic traffic was tracked by Ahrefs
4.2.2. Fanpage
Focus on developing the company’s fanpage system, including: the aquaculture fanpage, livestock fanpage, and company’s fanpage.
 Aquaculture fanpage (@thuysanthientue) |  Livestock fanpage (@channuoithientue) |  Company’s fanpage (@duocphamthientue) |
Due to not having enough human resources, I can only focus on developing one fanpage, which is the Aquaculture fanpage. And this is the result:
 Overview
Content overview |  Fanpage’s result
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4.2.3. Events
Participate in organizing and attending events:
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Vietnam FoodTech (09.12.2022 – SECC)
New year party of Pharmaceutical Supply Association 2023 (left) and Ca Mau Shrimp Festival 2023 (right)
4.2.4. Company KPIs
Deploy the article system:
| Channel | Number of Pharmacy – Functional Foods Articles | Number of Aquaculture Articles | Number of Livestock Articles |
| Website | 113 | 51 | 181 |
| 50 | 82 articles, 97 videos | 0 | |
| Others | 62 | 147 | 0 |
Number of customers reached in 2023:
| Total | KPI | Ratio | |
| Total number of customers | 392 | 1000 | 39.20% |
| Number of customers in the livestock and aquaculture sectors | 315 | 800 | 39.38% |
| Number of customers arising from the livestock and aquaculture sectors | 37 | 640 | 5.78% |
| Number of customers in the pharmaceutical and functional food sectors | 93 | 200 | 46.50% |
| Number of customers arising from the pharmaceutical and functional food sectors | 9 | 160 | 5.63% |
5. Phase 3 (year 2024)
5.1. Evaluate and plan
2023 is the year the company tests the market. Although 2023 is one of the most difficult years for the agricultural industry in general and the livestock and aquaculture industry in particular, the company has also learned some profound lessons and achieved some successes. certain result.
Orientation in 2024, the company will focus all its resources on developing the company’s livestock and aquaculture segments. Promote the retail segment and build a solid name in the market.Participate in organizing and attending events.
The company’s main tasks in 2024 are:
- Standardize the marketing team’s working process.
- Deploy training and update knowledge, improve personnel qualifications.
- Increase the number of articles on Website and Facebook.
- Increase the number of keywords in the top 5 of Google while increasing the amount of organic traffic.
- Focus on developing the advertising segment, increasing the number of customers, and especially focusing on the retail segment.
- Deploy social network activities, increase interaction with customers in more vivid forms (live stream).
5.2. Results
5.2.1. Marketing team’s working process
Marketing team workflow
5.2.2. Website
Website traffic of thientue.net.vn received in 03/2024:
79% traffic from Organic Search
Click & Impressions were tracked by Google Search Console
Views, Users and New Users were tracked by Google Analytics
Organic traffic was tracked by Ahrefs
5.2.3. Keyword rankings
 Keywords on top 1 |  Keywords on top 2,3,4 and 5 |
5.2.4. Fanpage
Information of Aquaculture fanpage (@thuysanthientue) received in 03/2024:
 Overview |  Fanpage’s result |
5.2.5. Company KPIs
| (Southern region only – The 1st quarter of 2024) | Total | KPI | Ratio |
| Total number of contacts | 172 | 1200 | 14.33% |
| Number of contacts in the aquaculturre sector | 145 | 900 | 16.11% |
| Number of contacts in the aquaculture sector generating orders | 12 | 180 | 6.67% |
| Number of contacts in the livestock sector | 5 | 240 | 2.08% |
| Number of contacts in the livestock sector generating orders | 0 | 48 | 0% |
| Number of contacts in the pharmaceutical and functional food sector | 22 | 60 | 36.67% |
| Number of contacts in the pharmaceutical and functional food sector generating orders | 3 | 12 | 25% |
| Number of articles on Website – Fish sector | 14 | 100 | 14% |
| Number of articles on Website – Shrimp sector | 64 | 125 | 51.20% |
| Number of articles on Website – Cattle sector | 1 | 150 | 0.67% |
| Number of articles on Website – Poultry sector | 9 | 25 | 36% |
| Number of posts on Facebook – Fish sector | 0 | 75 | 0% |
| Number of posts on Facebook – Shrimp sector | 62 | 100 | 62% |
| Number of posts on Facebook – Livestock section | 0 | 100 | 0% |
| Number of posts on Facebook – Poultry sector | 0 | 10 | 0% |
Thank you for reading my sharing, hopefully it has brought more or less useful value to you.
- Sky -