Branding is the best way to create and reach out to customers' desires.Established in 2007, M_service is one of the pioneers in the field of providing mobilepayment solutions, with the d
Summary
Brand building is the core strategy for becoming a leading player in any field, reflecting a company’s production and business ambitions while showcasing competitive strength in an increasingly integrated regional and global economy; in this context, a strong brand is the best way to reach and satisfy consumer desires Established in 2007, M_service has been a pioneer in mobile payment solutions, delivering value and convenience through the MoMo e-wallet app, which enables users to access hundreds of utilities and promotes the cashless trend MoMo stands as Vietnam’s leading e-wallet with a market share of 68% and brand awareness of 97%, and this momentum is leveraged to craft a marketing plan that attracts new customers, addresses weaknesses and opportunities, and raises awareness of MoMo’s brand and services through targeted future communications.
This report not only analyzes and evaluates the key influencing factors but also delivers a foundational framework, essential data, and a concrete strategy to help Momo achieve its stated goals The detailed contents will be presented in the marketing plan described below.
Introduction to MoMo
MoMo’s current marketing position
MoMo is Vietnam's leading mobile e-wallet and payment platform, enabling seamless transactions at the point of sale With more than 4,000 MoMo outlets across 54 provinces and cities nationwide, the service reaches over 23 million customers, including those in remote locations This expansive network reflects MoMo's ambition to evolve into a SuperApp—an all-in-one application that integrates payments and broader digital financial services for everyday use.
MoMo maintains its leadership and outruns competitors by optimizing every product detail to meet customer needs while reducing checkout steps for a smoother, faster experience It makes its familiar features feel distinct through the memorable slogan "Transfer money - Instant MoMo," a tagline that is easy to remember and understand, leaving a strong impression on customers.
2.1.1 MoMo’s Points of Parity (POP):
MoMo e-wallet meets the needs and provides basic payment services to customers
MoMo wallet is licensed and regulated by the State Bank of Vietnam and is directly connected to a broad network of partner banks, enabling seamless, secure login and payments Enhanced security features include OTP verification and fingerprint biometric authentication to protect user accounts.
Implement links, expand cooperation with many different partners in the industry (Gojek, Bee )
Take advantage of the push from the context of the Covid 19 pandemic to change the perception among users, businesses, and state agencies towards electronic payments
Raise awareness through promotional activities and attractive promotions and cashback programs
2.1.2 MoMo's Points of Difference (POD):
MoMo wallet is a mobile payment platform that promotes a cashless economy by delivering a seamless one-touch payment experience across hundreds of service utilities, including basic payments for electricity, water, telecommunications, and cable TV, as well as e-commerce, tourism, transportation, entertainment, consumer finance, insurance, shopping, and food services.
MoMo is trusted by consumers thanks to its strict safety standards, including PCI DSS certification—the highest international security standard—along with 2FA, SSL/TLS, tokenization, and multi-layer login security featuring OTP authentication, fingerprint and facial recognition, auto-lock of apps, and proactive fraud prevention As one of the first payment intermediaries to achieve this certification, MoMo demonstrates a commitment to robust protection for online payments.
MoMo is the only e-wallet app in Vietnam that enables external cash withdrawals, with more than 5,000 withdrawal points spread across the country for convenient access You can visit MoMo withdrawal points for easy cash withdrawals anywhere While most e-wallets charge withdrawal fees, MoMo provides free withdrawals for up to 10 withdrawals per month.
In a DecisionLab survey of 329 respondents exploring why customers use e-wallets more frequently than others, PayPal leads in the fastest transaction process, with 59% of respondents preferring it This puts PayPal ahead of the other three wallets, including ShopeePay and two additional rivals.
ViettelPay) It shows that the MoMo e-wallet is capable of managing customer payments quickly and efficiently (See Figure 2 in Appendix)
As mentioned above, one of MoMo’s points of difference (POD) is its security MoMo's security system has achieved the highest level of Service Provider PCI DSS (Payment Card Industry Data Security Standard) global security certification (Service Provider level 1) and is recognized as the first among the few e-wallets in Vietnam to receive this certification (ZaloPay, AirPay, Moca ) At the same time, MoMo Wallet also applies advanced and outstanding authentication technologies such as two-factor authentication, authentication by fingerprint or face recognition, tokenization, etc With this PCI DSS International Security certification, MoMo E-Wallet is ranked first for the strict security system that partners and customers can be completely assured of.
From subjective assessments of e-wallet users (through market survey results) in combination with the reference information, we propose a perceptual map based on security and speed of payment for MoMo e-wallet
MoMo’s Marketing Mix
MoMo aims to be the nation's leading e-wallet service that will promote the development of the cashless economy by providing its customers with one-touch payment.
Brand name: MoMo Super App.
Quality: fast, convenient, and safe All of the world in a single tap.
- MoMo Money transfer: Free, fast, secure Transfer money by phone number How much is transferred, even if it's only 100 VND Send messages with cards and stickers.
Túi Thần Tài: Only 10,000 VND with daily interest up to 6% per year Fee-free instant deposit The balance is both profitable and payable on MoMo.
Postpaid wallet: zero interest rate; no activation fee; no service fee.
MoMo Entertainment: Buy movie tickets, lottery tickets, karaoke at your fingertips, pay just one second No waiting time, save time.
- MoMo Donation: Join hands to help in difficult situations Donate the ‘Heo Vàng’, give thousands of gifts Generate merit, make offerings and pray for peace.
- MoMo Travel: Manage your entire trip, compare all prices Paying for air tickets, passenger cars, trains, hotels Safe and secure, full of promotions.
Main screen: The main menu contains four prominent features: deposit money, withdraw money, view QR codes, and scan codes along with other services provided by MoMo.
Safety: MoMo security technology is globally certified Ensure user accounts will be protected with the highest level of security.
Performance:Transfer money in just 1 second, super-fast payment/recharge, save customers time and serve customer 24/7.
MoMo offers a user-friendly interface that simplifies every operation, making the MoMo e-wallet easy and convenient for users of all ages and professions Perceived ease of use is a key driver of adoption, influencing people’s intentions to use MoMo and underscoring its accessibility across diverse demographics.
There are often many attractive incentive programs associated with hundreds of partners, so users save more money when using MoMo.
Cimigo Market's study of 505 respondents who had used at least one e-wallet in Ho Chi Minh City and Hanoi found that Momo is among the three most popular e-wallets in Vietnam's two major cities These three wallets together account for more than 90 percent of e-wallet users in Ho Chi Minh City and Hanoi.
MoMo e-wallets are primarily used for mobile top-up, money transfer, utility bill payments, and payments for food delivery and ride-hailing services When compared with rival ZaloPay, both wallets offer similar core products; however, ZaloPay's business centers on leveraging Zalo's user data Additionally, ZaloPay allows free deposits and withdrawals, though these transactions must be made from linked bank accounts By contrast, MoMo's fee schedule is more detailed, with a variety of charges for different services, while ZaloPay provides many services for free.
MoMo e-wallet is positioning itself as a highly secure wallet offering rapid payments, differentiating itself from competitors like Zalo Pay The company is actively developing a smart one-touch payment mechanism and continually raising product quality to enhance user experience Simultaneously, MoMo aims to establish a super app with an all-in-one platform, making it the go-to digital ecosystem for users These priorities—security, speed, quality improvements, and a comprehensive all-in-one experience—define MoMo's current strategic focus.
MoMo withdrawal fees are higher than withdrawing cash from bank accounts, making cash access through the mobile wallet less economical This higher cost can be off-putting for the target customers—workers who live away from home—who need to send money home every month as the family's primary source of income When remittances are essential, the relative cost of MoMo withdrawals may influence how these users manage their finances and choose between wallet-based and bank-based cash withdrawals.
Their main priority is to use MoMo to pay for all expenses while receiving great deals at the most competitive prices (See Table 1 and Figure 8 in Appendix)
By June 2018, MoMo had expanded to cover all essential personal and family payments, with integration in convenience stores (Circle K, MiniStop), supermarkets (Lotte Mart, Coopmart), and popular food chains (Gongcha, Tocotoco, Royal Tea) In these outlets, customers simply open MoMo, present their payment code (barcode) to the cashier, or scan the store’s QR code to pay Marketing objectives show strong potential to broaden MoMo’s reach into postal and telecommunications services.
Most people learn about MOMO e-wallets through word of mouth, public relations, or television advertising, with referral marketing emerging as a pivotal information channel that shapes the decision to use the service Referral marketing promotes MOMO through user referrals, rewarding those who successfully invite others to sign up or pay with the wallet This incentive-driven approach motivates active users without relying on additional promotional channels When users have a positive experience, they summarize and share that information concisely, helping listeners understand MOMO more quickly and increasing the likelihood they will try it.
SWOT Analysis
Weaknesses
Momo's usage is concentrated in major cities and provinces, leaving rural areas with limited access to direct deposit and withdrawal services As a result, many residents in rural communities lack convenient digital payment options, and there are relatively few shops in rural areas that accept Momo payments.
MoMo users can transfer money without fees when they stay within the MoMo app For transfers to a bank account or withdrawals from MoMo, there is a free transfer limit; once this limit is reached, a fee is charged, up to 0.6% of the transaction value.
Opportunities
Demand for online payments is rising as consumer behavior shifts across generations, with Gen Z emerging as the key future consumer Gen Z is quick to adopt new technologies, and the convenience of e-wallets has accelerated their adoption, transforming payment habits and driving a surge in online payment usage This shift signals huge market potential for digital payment solutions, fintech platforms, and retailers who can meet Gen Z’s expectations for fast, seamless, and secure transactions.
With an increasingly connected young population and a strong growing economy, Vietnam has become a promising market for the Fintech sector in general and e-wallets in particular.
This proves that the potential for development of the e-wallet market in Vietnam is huge In
2020, there are an estimated 19.2 million e-wallet users in the country and the number of users is forecast to nearly triple in the next 5 years.
In addition to the fact that urban centers have been directing people to cashless purchases and
QR codes enable businesses to accept cashless payments, reducing infection risk and helping people access goods and services as the Covid-19 pandemic accelerated a shift from in-store shopping to online forms This transition marks a turning point for payment gateways and e-wallets, boosting the adoption of online payments across the industry, with wallets like Momo seeing notable growth As cashless and contactless payments expand, QR-based transactions and e-wallets drive faster, safer payments and contribute to a broader digital economy.
Vietnam's economy has grown rapidly in recent years, with notable momentum in digital economy development, e-commerce expansion, and digital payments adoption These trends are driving opportunities for MoMo to innovate its products and services and to reach new customers, as shown in Figures 3–6 in the Appendix.
Momo e-wallet, a leading digital wallet in Vietnam, offers more than 200 features—from instant money transfers and savings with interest to donations and loans—making it a one-stop toolkit for everyday finance With its easy-to-use interface, nationwide popularity, and top-tier security, Momo e-wallet is widely regarded as a frontrunner in the Vietnamese tech race among digital-wallet providers Looking ahead, the digital wallet industry is expected to enhance user experiences through global access, a superior user experience driven by high security, and broad customization options that tailor how customers manage money online.
Threats
Vietnam's legal and institutional framework currently does not foster the development of the digital economy This is evidenced by insufficient implementation of programs and policies to promote the digital economy, a shortage of digital skills and digital talent that meet the sector's needs, and weak digital transformation capabilities among enterprises.
Digital wallet providers are rapidly upgrading and diversifying their services to meet growing demand for broader asset support and payment options The assets and payment methods a wallet supports are critical considerations for users, because a digital wallet acts as both a secure storage and a transaction medium Wallet types range from closed to semi-closed to open, indicating whether the wallet can interact with other services or banks These wallets operate on centralized or decentralized architectures, shaping control, security, and governance Access to users' assets today spans mobile apps, web interfaces, Internet of Things devices, and PTO channels, reflecting the broad reach and evolving capabilities of modern wallets.
With more than 40 e-wallet providers in the Vietnamese market, competition is fierce as players race to capture market share Recognizing the growth potential of digital wallets, many businesses are crafting strategies to expand their footprint The battle features heavyweight names such as Momo, alongside rivals Moca, ZaloPay, Viettel Pay, ShopeePay, and VNPAY, while smaller providers deploy enticing promotions to attract users Ultimately, the contest centers on who can build a robust ecosystem that attracts both users and merchants, delivering seamless payments, promotions, and integrated services.
The table below examines the three brands and demonstrate the rivalry that MOMO faces in the e-wallet business.
Application Main color: purple (a Main color: Blue and Main color: blue. mixture of red and Green >
Color psychology in branding uses blue to signal financial security and loyalty, purple to convey financial security with a sense of balance and trust, and green to symbolize dependability, stability, growth, and trust Blue is often associated with maturity and reliability, making it a popular choice for apps that promise future stability and aim to evoke customer trust Together, these colors help brands differentiate themselves and build a strong, recognizable identity that communicates reliability and growth to consumers.
MoMo is a leading e-wallet that offers a wide range of digital payments services, including money transfers, withdrawals, deposits, and merchant payments It supports bill payments for electricity, telecoms, and cable TV, as well as prepaid mobile top-ups and internet payments, making it a go-to platform for everyday transactions As a major player in the digital payments space, MoMo has forged strategic alliances with partners like Grab to expand its online and offline payment reach and stay competitive alongside peers such as ZaloPay and Moca.
Moca, with its commerce, personal TV finance, and so forth.
Clever QR codes enable friends to pay and transfer money quickly using MOMO and ZaloPay MOMO is Vietnam's first e-wallet, letting users pay at authorized merchants, withdraw cash from their MoMo balance, and transfer funds to contacts with ease The service works across spots like convenience stores, shopping centers, and eateries, and it even supports ride-hailing or car hire via Grab for faster transactions.
Users and The app has over 31 In 2021, this app has Moca has
Partnerships million users, and 6.9 million downloads approximately 5
50,000 corporate and 8.17 million million customers of partners including the users It has Moca mobile payment
25 biggest banks in collaborated with 269 solutions in general as VietNam new key partners, a result of its
Through the MoMo e- including Baemin, cooperation with
Tiki, and Sendo Grab. wallet, millions of transactions are Moca currently has processed through direct connections with
MoMo Wallet every 25 commercial banks day and one digital bank, allowing it to serve about 92% of ATM card users in Vietnam.
Media National television Website Website channels
Important 3/2018: MoMo was 2019: ZaloPay 2020: The
Achivement named one of the top earned the Vietnam International Data s 100 Fintech firms in Typical Electronic Group (IDG) in the world Wallet Award partnership with the
10/1/2019: MoMo is 27/8/2020: ZaloPay Vietnam Banks
Association named "The e-wallet e-wallet was recognized Moca as of the year" by The rewarded in the the typical fintech Asian Banker category of "E- business.
On September 4, 2020, MoMo was highlighted as a wallet with a rich ecosystem, reflecting its broad network of services and partners Back in 2018, Moca was named Best Digital Wallet, the only fintech honored in the Wallet Product category at the Vietnam Iconic Awards The recognition continued in 2020 with The Asian Banker Wallet 2020 voting, cementing continued honors within the Vietnam Awards Program for four consecutive years.
Risks in e-wallet payment/technology risks:
Vietnam has a young user base, widespread cheap internet, and a large number of smartphone users, which accelerates the adoption of digital payments but also creates security vulnerabilities Criminals are shifting their focus from financial infrastructure to individual users, making user protection the biggest risk in electronic payments As online and mobile transactions grow, safety remains the top concern for users seeking secure electronic payment experiences.
Scammers increasingly exploit reward-seeking behavior and perceived benefits to prey on user gullibility, using enticing incentives to drive risky clicks and insecure actions Many users also install numerous apps without thorough vetting or proper permission controls, creating a large attack surface for hackers This combination of psychology-driven manipulation and lax app-install habits gives attackers an easier corridor to compromise devices, access personal data, and spread malware Raising security awareness and promoting safer app practices helps reduce exposure to mobile and online threats.
Experiences from other countries show that the end user is the most important and hardest-to-upgrade link in a security system, and without the end user feeling secure, even a bank’s strongest defenses cannot fully protect against transaction malpractice In Vietnam, awareness of copyright use remains low, and reliance on jailbreak or pirated licenses further weakens security, reducing the effectiveness of security methods.
Product Improvement Opportunities
Product support
To safeguard the MoMo e-wallet brand and protect user rights, we recommend implementing OTP verification or secure questions for large-value transfers to significantly strengthen transaction security for customers This approach is applicable to all user segments and meets the highest security standards customers expect from a secure payment experience.
MoMo should introduce an offline money transfer service that works over the mobile network without requiring an internet connection This feature enables users to send and receive funds while at work or school without Wi‑Fi, delivering fast and convenient mobile payments for students and workers in any location By supporting offline transfers, MoMo meets the demand for reliable digital payments that function even in wifi-scarce environments, strengthening its competitive edge in the mobile payments market.
Focus on training and transferring technologies, especially in developing, maintaining, and fixing errors that occur when withdrawing or depositing on MoMo for the employees.
Brand value
To drive adoption of MoMo’s transaction service, MoMo should lower withdrawal fees for cash withdrawals from bank accounts and at transaction points A practical solution is to partner with other banks and financial institutions across the country to reduce MoMo’s withdrawal fees, aiming for a range of VND 1,000–3,000, which aligns with the standard withdrawal fees charged by other banking systems.
To serve two key customer groups—workers away from home and students—this strategy aims to optimize delivery services ahead of the Lunar New Year With demand for Post Office deliveries peaking before the holiday, freight traffic doubles versus weekdays, especially in Ho Chi Minh City and Hanoi To ensure a stable flow of goods and effectively meet the needs of postal-service users, MoMo should partner with Vietnam Post Corporation to develop and execute comprehensive production plans for this period.
Marketing Goal
MoMo’s reach is limited, with most users concentrated in major cities, leaving rural areas and small towns underserved and causing a significant portion of potential customers to be missed This urban bias stems from factors such as weak internet coverage in rural regions, slower adoption of e-wallet payments, and a shortage of stores and supermarkets that accept e-wallets or offer internet banking options Extending rural penetration and expanding merchant acceptance—alongside improving connectivity—are needed to unlock MoMo’s full market potential.
However, if MoMo intends to reach out to this group, this will be a prospective customer file.
Our marketing goal is to reach rural customers, showcase the ease of e-wallets through hands-on experiences, and help them form a lasting habit of using digital payments We also aim to partner with owners of small stores, grocers, and rural supermarket chains to offer and support the e-wallet payment option, ensuring broader access and adoption across rural regions.
Demand for e-wallets is rising, especially among Generation Z, whose digital-native traits are accelerating the adoption of e-wallet payments Vietnam’s young population means there are many students each year, creating a sizable pipeline of potential MoMo customers.
MoMo remains the market leader in the e-wallet space, but the rapid proliferation of new e-wallets threatens its market share Although MoMo is top-of-mind today, failing to implement marketing initiatives that target younger users—students and recent graduates—could allow rivals to erode its position To capitalize on growth opportunities and safeguard MoMo’s appeal among the youth, the brand must deploy youth-focused campaigns that build lasting brand loyalty and prevent the oblivion effect, ensuring MoMo stays front-and-center in the minds of young consumers and maintains its leadership in the market.
In addition to concentrating on the target customers, we have numerous other objectives for our marketing effort We have the following specific objectives:
- Increase the provision of financial services to 31 million existing customers and expanding the market through providing financial and digital transformation solutions
- Increase the number of people who know about charity programs, situations, and other special features on the MoMo e-wallet platform.
- Expand and strengthen its services in tier-2 and tier-3 cities as well as in rural areas all across Viet Nam.
- Participate in the development and implementation of communication, PR, and programs about features associated with charity activities.
- Building a financial service provider network with tens of thousands of transaction points nationwide to increase sales and find new customers and improve its security system
- Develop a community of financial service users on mobile devices
Marketing Strategy
Target markets
MoMo's marketing strategy hinges on segmentation because it serves a diverse customer base The MoMo e-wallet applies four primary market segmentation types—geographic, demographic, psychographic, and behavioral—to guide targeting, messaging, and product decisions Geographic segmentation targets users by location to tailor regional offers, while demographic segmentation analyzes factors such as age, income, and family status Psychographic segmentation groups users by lifestyle, interests, and values, and behavioral segmentation examines usage patterns, transaction history, and loyalty Integrating these dimensions helps MoMo craft personalized experiences and optimize outreach across markets.
City the whole territory of Vietnam
Gender Both male and female
Income Mainly low or middle-income
Life stage Single, couple, family
AIO represents a consumer profile focused on activity: people who prefer to pay quickly but don’t feel pressured to hurry, combine a tech-loving mindset with a cash-oriented approach, and relentlessly seek the best deals while minimizing spend.
- Cashback has the highest refund rate of up to 40% (total bill).
- Easily compare fares, use and pay for all travel services, always have great deals at the most competitive prices
- Meets the highest secure payment standards with PCI DSS international security certification
Targeted markets of MoMo e-wallet:
- Behavior: There is a need to use e-wallets for shopping and eating
An active, healthy, and practical lifestyle that is self-directed and oriented toward convenience and time-saving solutions People who embrace this approach seek out new services and conveniences to streamline daily life, while maintaining diverse eating and shopping preferences and a flexible, varied overall lifestyle.
- Occupation: Workers, including farmers, craftsmen, self-employed people, etc…
Many workers living and working away from home rely on monthly remittances as the main source of their family income, and they need fast, reliable ways to transfer funds from abroad to their hometowns They seek quick, secure, and affordable money transfers that ensure their loved ones receive support on time, wherever they are in the world.
- Education level: At the upper secondary level, the majority are in high school.
- Lifestyle: Love family, care about the life of their loved one, like convenience, desire to find good utility services
Distribution channel in product expansion strategy
We propose that MoMo provide an online payment application for domestic and international use, enabling payments through postal and telecommunications channels By collaborating with the postal service in key cities like Ha Noi and Ho Chi Minh City, the traditional payment process can be shortened dramatically, supporting MoMo's growth in the digital payments market Customers will simply scan the MoMo QR code to pay for postal services without cash and will receive a complete electronic invoice instead of an information sheet, making the process more environmentally friendly and easier to reference This strategy saves time, speeds up payments during busy hours, and meets the needs of both domestic and international customers.
Promotion - Integrated Marketing Communications - IMC
Increase consumer awareness of MoMo while also encouraging them to use online payment methods, including the MoMo wallet, when shopping.
Shaping the target audience's perception of Momo's quality and utility for online payments.
The unskilled laborers with relatively low income who are between the ages of 18 and 45 are the target audience for this promotion strategy.
Urban customers are the primary target group most likely to engage with the business’s products and services via digital media and communication tools This audience offers Momo a prime growth opportunity because urban households are typically the main family income earners who prioritize their family's well-being and conduct frequent, regular transactions online.
6.3.3 Choose effective communication channel (WHERE)
When the Momo e-wallet enters the target market, the primary objective is to build brand recognition and shape the audience’s perception of quality and usability to accelerate adoption Advertising on TV will be the cornerstone of the campaign, with Television Commercials (TVC) used to introduce the product and reinforce the messages viewers see on TV channels The effectiveness of product communication depends on TVC length and delivery, so shorter TVCs can more directly address advertising challenges and keep audiences engaged TVC advertising delivers quick and widespread reach, accelerating product awareness and ensuring broad market visibility By pairing concise, compelling TVCs with a clear value proposition for the Momo e-wallet, the campaign can foster trust and drive rapid user uptake.
Successful TVC production hinges on meticulous preparation and execution from concept and script development through final delivery; neglecting ideas and scripting can backfire by failing to persuade customers and harming the brand To mitigate this risk, TVC Producer.vn offers a decade of experience—10 years of market recognition—that helps ensure campaigns meet industry standards For maximum impact, a concise 30-second TVC duration is recommended to reach a broad target audience, reinforce perceived quality, and deliver essential information about the product, such as the Momo e-wallet Data shows that viewership peaks in the first 30 seconds, with a sharp drop by 60 seconds, and audiences watching 30-second ads are roughly twice as large as those who view the full 90-second version.
Besides, the cost level to carry out TVC advertising on television requires a large budget to gain certain effects However, it is not necessary to put the product on prime time slots of national television stations or in big cities because the target audience is not always able to follow If starting to deploy the product to a new locality, advertising campaigns on that particular local media channel will be a reasonable choice for the purpose of saving costs (TV advertising costs) local television is often much lower than national television) At the same time, providing information to the right target audience, when advertising in the locality, people will have the opportunity to get early access if the product is aimed at everyone. a Expense
TVC Premium Package, priced at 70 million VND, promises a top-tier production backed by substantial investment in every creative and technical aspect—from the director and scriptwriter to post-production, stylist, actors, set design, studio space, and costumes Clients benefit from high-end equipment and advanced production techniques applied to craft the best possible advertising video.
Promotion of TVC on TV channels: expected 4.11 billion VND. b Model
TVCs are broadcast on local television across the South Central Coast and Mekong Delta, targeting urban audiences in class II and III areas in Vĩnh Long, Ninh Thuận, and Quảng Nam The advertisements air in two daily slots, 11:50–12:00 and 18:45–19:00, after the news and before the weather forecast, to maximize reach among the primary audience and raise awareness of product quality as well as essential information about the Momo e-wallet.
To maximize reach, Momo should invest in large outdoor advertising by placing billboards along national highways and major roads to capture attention and boost brand awareness Thanks to their size and standalone presence in open spaces, billboards convey the brand’s images and messages in a vivid, memorable way, leaving a strong impression on frequent passersby Outdoor advertising is seen as a premium form of communication, and a brand displayed in beautiful, prime locations can elevate its perceived prestige in customers’ eyes Unlike online campaigns, outdoor billboards require no internet access and can reach rural and mountainous areas, often standing alone to minimize competitive distractions and ensure the target product remains the focal point.
Outdoor advertising campaigns are typically deployed over six months to a year or longer to build brand identity and imprint on consumer minds, so a six-month period for Momo Wallet is a practical choice Within these six months, a continuous two-month event can run as needed, with Momo able to select from channels such as high‑reach advertising (billboards, panoramic displays), mid- to low‑range placements (bus stops, street decorations), roadshows, or Digital Out-of-Home (DOOH) formats using LED screens, ICD frames at malls, or airport frames Budget and expense considerations should be estimated upfront to align the plan with reach, frequency, and overall impact. -**Support Pollinations.AI:**🌸 **Ad** 🌸 Scale your Momo Wallet campaign with smart DOOH placements—[Support our mission](https://pollinations.ai/redirect/kofi) to keep AI accessible for everyone.
Cost of renting location and designing advertising: expected 2.79 billion VND. b Model:
Order outdoor advertising design at On Digitals Company Limited.
Hire an outdoor advertising location at Goldsun Company Limited.
MoMo has tapped into the needs of Vietnamese consumers, especially young people, who prefer new, convenient, and fast payment experiences For market expansion, MoMo should form media partnerships with reputable outlets like Zing.vn, VnExpress, and Tuoi Tre, disseminating campaign information and publishing in-depth content that demonstrates the real value MoMo brings to the community Simultaneously, MoMo should push multi-channel communication on social platforms, engage influencers, KOLs, and singers (negotiating fees and scheduling), and post the latest campaign updates on its main Facebook and TikTok pages with tailored content to spread the media message and build anticipation among the target audience.
Students routinely check their emails every day to hear about new services, creating a prime opportunity for Momo to reach users directly By leveraging this habit through targeted email marketing, Momo can deliver product updates, announcements, and personalized offers straight to inboxes, enhancing user engagement, driving conversions, and strengthening brand loyalty.
Introducing the upcoming product to customers via the MoMo list Moreover, giving instructions to customers about the product as well as the prices of the proposed offers
Our newsletters deliver exclusive offers to subscribers Customers who receive the email and forward it to friends unlock a 10% discount on lotion products In addition, you’ll earn an extra voucher, and your friends will receive their own vouchers as well.
To nurture customer retention and reward loyalty, send thank-you emails to customers who purchased from your company in the previous year and trusted your products On each customer's birthday, contact them with a birthday message via phone or email using your house list, and offer a 10% discount on MoMo transactions to encourage engagement and future purchases.
As people's social circles grow, they feel a greater need to share, contribute to society, help disadvantaged communities, and navigate difficult situations; Momo can capitalize on this trend by strengthening its charitable offerings, since giving tends to boost happiness and user retention The charity donation feature lets benefactors donate any amount with a single action, without needing to remember accounts or other details While fundraising often requires coordinating with multiple agencies, the MoMo e-wallet enables individuals, benefactors, and businesses to share the load by donating directly through the platform.
Marketing Plan Implementation
Campaign public impression
• Target Audience: Focus on target group 1, especially freshmen who have just entered university (18 years old)
• Slogan for the campaign: You don't need to worry, MoMo has your back!
- They are students from - They feel lonely when "I wish there were more the suburbs they step foot in the big companions to share and
-They had few friends city help overcome difficulties when they first entered - They feel unfamiliar with together at new school everything around them environment"
- They live far from home - They have to do
- Most of them have a low everything themselves. cost of living
- They are not used to how to study in a university environment
- They haven't adapted to the new environment yet
Every young person deserves a best friend to share the memorable moments of student life, turning school days into lasting memories MoMo stands by you in difficult times, always ready to help 24/7 whenever you need support With MoMo, you have a dependable companion who is available anytime, anywhere—prepared to listen, encourage, and help you navigate the ups and downs of your student journey.
• Concept: Young, modern, cute, and dynamic.
• Theme: Pink and white, MoMo character wearing student card
• Brand Ambassador: Actress Hau Hoang and Khanh Van
Marketing plan execution table
"YOU DON’T NEED TO WORRY, MOMO HAS YOUR BACK"
Stage 1 (76 days) Stage 2 (92 days) Stage 3 (61 days)
Establishing clear communication at the university’s MoMo Era orientation, the Activation Booth invites students to engage with a design-and-build experience powered by viral clips A companion mobile app unlocks gifts and interactive games, driving participation and sharing across social channels Freshmen can enter exciting giveaways, including tickets to the campus concert, as part of the MoMo Era welcome activities The event, titled “Momo greets new students,” aims to foster connection, engagement, and a smooth transition into university life.
MoMo kicked off a viral campus campaign in September 2021 with a music night, game-clip uploads, and booths set up at university locations, culminating in the welcome of 160 new MoMo ambassadors as part of a new MoMo era The events, which ran around September 21–25 and spanned multiple universities, spotlighted brand ambassadors and encouraged students to engage, share clips, and create buzz across social platforms.
Hau Hoang August 31, and Khanh 2021
Influencers OOH OOH Influencers Influencers
Run ads on Run ads on Run ads on Run ads on Run ads on Facebook
Facebook and Facebook Facebook Facebook and
Interactive communication fan page, facebook
Advertisemen Location Quantity Total Cost
TVC Implementation costs of TVC: 70 millions VND
VND Total cost: 4.18 billions VND
Outdoor Ninh Thuận 1 10/12/2022 10/06/2023 6 months 930 millions
VND Total cost: 3.2 billions VND
Social media Total cost: 7 billions VND
Influencers - Total cost: 60 millions VND
Total Advertisement Costs: 7.537 billions VND
Evaluation and Control
Performance standards and financial control
The following financial control and performance standards are recommended for MoMo:
The budget allocation in the project will be 50% for customer survey and marketing system development, 50% for function development and launch in new markets.
Each project team is responsible for reporting all financial expenditures, including personnel salaries and direct costs, for every project segment To streamline the process, the marketing manager will develop and deliver a standardized reporting form to be used by teams when submitting their expense data.
The marketing manager is responsible for ensuring project budget compliance and will report the weekly average to the company president They are also accountable for addressing any budget deviations for each project as required by the business analysis team.
Supervision procedures
Evaluating the effectiveness of MoMo's marketing plan requires comparing actual performance with the predefined objectives, and to support this evaluation we must establish monitoring procedures for each activity involved in executing the plan, including data collection, performance metrics, regular reporting, and corrective actions to guide timely adjustments as results unfold.
A project management concept that will be used to evaluate the implementation of the marketing plan by establishing time requirements, manpower needs, and financial or budgetary expenditures;
Monthly performance comparisons of actual versus planned activities will be conducted throughout the first year, with quarterly comparisons implemented after the initial implementation period The business analysis team, led by the marketing director, will provide direct reports detailing the variances between results and plans to the company president, ensuring clear visibility into performance against strategy.
Each project team, led by its team leader, is responsible for identifying and implementing the changes required to procedures, product focus, and operations based on the findings from studies conducted in the mining area.
Appendix
Figure 3 Digital Economies of ASEAN countries in 2020
Figure 4 Digital Economy scenarios of Vietnam to 2025
Figure 5 E-commerce revenue in Vietnam in 2021
Figure 6 Most popular mobile wallet brands Vietnam 2020
Figure 7 Most used e-wallets Vietnam 2021 by genaration
Figure 8 Competitive advantages of e-wallets in Vietnam
Table 1 Services fee at transaction points of MoMo
Until the end of May 31,2021 From June 1, 2021
Figure 9 Service fees when withdrawing money to bank accounts from MoMo