Topic content about the situation of marketing success in the mobile world joint stock company

FPT UNIVERSITY- CAMPUS CAN THO Individual Assignment [MKT101] TOPIC: Content about the situation of marketing success in the Mobile World Joint Stock Company... Currently, Mobile W

FPT UNIVERSITY- CAMPUS CAN THO



Individual Assignment [MKT101]

TOPIC: Content about the situation of marketing success in the

Mobile World Joint Stock Company.

Student name:

Code:

Class:

Cần Thơ, 16/6/2022

TABLE OF CONTENTS

1 Copy content about situation of marketing success or failure in a real company Please describe the situation of marketing success or failure in a real company you know (In real life or search on the internet or other source)? 1

2 According to you, what does this marketing situation relate to in which contents in principles of marketing course? 10

3 What do the marketing lessons you learn? 12

1 Copy content about situation of marketing success or failure in a real company Please describe the situation of marketing success or failure in a real company you know (In real life or search on the internet or other source)?

Overview of Mobile World Joint Stock Company

Mobile World Co Ltd was established in March 2004 by five co-founders: Tran Le Quan, Nguyen Duc Tai, Dinh Anh Huan, Dao Chinh Hai Trieu and Tran Huy Thanh Tung Mr Nguyen Duc Tai is chairman of the Board of Directors and General Director at Mobile World Investment JSC, currently the board of directors has members Tran Business, Dang Minh Gup, Dao Chinh Hai Trieu, Huy Thanh Tung, Doan Van Understand Em, Dao The Vinh, Thomas Lanyi, Robert Willett

The company's main areas of operation include: buying and repairing mobile devices, digital devices and e-commerce-related fields Currently, Mobile World Investment Joint Stock Company is the No 1 retailer in Vietnam in terms of revenue and profit, with a network of more than 2,200 stores nationwide The mobile world operates retail chains thegioididong.com, Green Electronics, Green Department Store Also Mobile phones have also expanded to overseas markets with the Bigphone mobile device retail chain in Cambodia

Headquarters of Mobile World Joint Stock Company in Ho Chi Minh City

Analysis of the Mobile World's Marketing Mix Strategy

The mobile world's marketing strategy for products

For product marketing strategies, Mobile World uses product diversification strategies to improve market competitiveness while increasing sales Currently, Mobile World owns the supermarket chain Thegioididong, Green Electronics and Green Department

Thegioididong.com

The supermarket system Thegioididong.com offers a wide variety of products of world famous brands

 Smartphones: iphone, Samsung, Oppo, Vivo, Xiaomi, Realme, Nokia, Mobell, Itel, Masstel

 Laptops: Macbook, Asus, HP, Lenovo, Acer, Dell, MSI, LG, Gigabyte, Intel, Itel, Surface, Chuvi

 Tablet: Ipad, Samsung, Xiaomi, Nokia, Huawei, Lenovo, Masstel, Alcatel

 Accessories: Portable, Laptop, Audio Equipment, Smart Home Devices, Storage Devices and other accessories

 Smartwatch: Apple watch, Samsung, Garmin, BeU, Xiaomi, Kidcare, Amazfit, Oppo

 Fashion watches, jewelry, eyeglasses

 PC, printer: Printer, Ink, Computer Screen, Desktop – Canon, Brother, HP, Apple, Asus, Samsung, Levono, Viewsonic, Dell

 Scratch card sim, installment service – electricity and water: Viettel, Vina, Mobi, Itel, Vietnamobile

 All products of major brands are imported directly from the world without going through distributors From there, the products are also distributed to consumers faster Customer care, after-sales, warranty programs are also better implemented

Green Electricity (Dien May Xanh)

Green electronics is a supermarket chain that provides household items such as:

 TV, Speakers, Karaoke

 Refrigerator, Freezer, Refrigerator

 Washing Machine, Drying Clothes

 Air Conditioner , Air Conditioner Fan

 Household Electricity, Tools

 Kitchen Utensils, Electric Stove

 Water Filter, Beauty Equipment

 Phone, Laptop, Tablet

 Accessories, Watches

 Old machine, display

 Bicycles, Bicycle Accessories

 Useful service

Green department store (Bach Hoa Xanh)

Green Department store is a mini supermarket chain established in 2015, where it specializes in selling fresh food and necessities Product portfolio of the Green Department store chain:

 Meat, fish, eggs, vegetables:

 Cool winter goods

 Noodles, sorghum, porridge, pho

 Rice, flour, dry goods

 Cooking oil, dipping sauce, spices

 Milk of all kinds

 Confectionery of all kinds

 Personal care

 Cleaning the house

 Products for mother and baby

 Household items

Because it is a supermarket chain specializing in providing food items, necessities as vegetables and fish meat items at GREEN Department stores must always go through the process of strict inspection of hygiene and safety, certified by the authorities before distributing at GREEN Department stores to reach consumers

Not only focusing on the quality of products from the supermarket chain Thegioididong.com, Green Electricity or Green Department, this brand also focuses a lot

on the quality of customer service Customers are an important factor in profitability and lead to the success of businesses Therefore, with the cultural foundation that puts customers first as the focus, mobile world has brought customers the most interesting and satisfying experience

Every time you go to the stores of the Mobile World, customers will feel the excellent quality of service here The salesperson is always cheerful, polite and very open Not

only that, customers are also consulted, supported very enthusiastically and professionally

At the website thegioididong.com and dienmayxanh.com, Mobile World also builds a consulting - Q&A section to answer all customer questions in a convenient and time-saving way This has been highly appreciated by customers

This is the mobile world culture style that a lot of businesses need to learn from

Mobile World's Marketing Strategy for Price

For price marketing strategies, the mobile world uses a good-value pricing strategy." The price policy is reasonably formulated based on the products along with the excellent quality of service With the variety of product lines, along with a diverse customer base, the price of the company falls into the mid-range suitable for the pockets of most people

Mobile World's Marketing Strategy for Distribution (Place)

For distribution marketing strategies The mobile world has built a vast distribution system, covering 63 provinces and cities across the country According to the business results report at the end of 2021, Mobile World system currently has 1,992 green electronics store systems, 970 mobile world store systems, 10 topzone stores, 2,148 Green Department stores nationwide and will continue to grow to meet the purchasing needs of customers everywhere Mobile World Store is ready to serve the shopping needs

of customers in the time frame from 8:00 to 22:00 (including Sundays and public holidays)

Mobile World Store

In addition, customers can buy online without going directly to the store through the website

Dienmayxanh.com

Bachhoaxanh.com

The Covid-19 pandemic that has emerged since 2019 has so far changed the shopping habits of many people To protect health as well as make shopping more convenient, today users are tending to switch to online shopping, especially through livestream channels

Facing the shopping needs of users, at the Mobile World system has also started online business in the form of livestreaming on Fanpage In addition to making purchases on the website, customers can also make purchases directly through livestreaming on the Mobile World Fanpage and Green Electronics

Selling through livestreaming at The Mobile World's Green Electronics Fanpage

Sell through livestream at Mobile World Fanpage

Mobile World's Marketing Strategy for Promotion

Advertise

Advertising is an indispensable activity in marketing strategies To promote its products, Mobile World also promotes many advertising programs such as broadcasting impressive new TVC ads on outdoor LED screens to promote phones such as Samsung, iPhone, Xiaomi, Oppo

https://youtu.be/TRa2LWY-upA/

The communication campaign of The Mobile World chooses to deploy on two outdoor LED screens at Artemis Shopping Mall (No 3 Le Trong Tan) and at the intersection of

Le Van Luong, Hoang Dao Thuy, these are two positions with a lot of great advantages in communication with a lot of people passing by daily

Maquette's advertising of The Mobile World includes 4 TVCs advertising for the 4 hottest smartphone brands today are Samsung, Iphone, Xiaomi, Oppo Each TVC is 30 seconds long, broadcasts every 8 minutes, and alternates between TVCs TVC is designed in the form of animations to highlight and emphasize the promotional message, with vibrant and eye-catching colors intended to attract the attention of passersby

TVC advertising of the mobile world

At the end of November 2016, tv audiences were shocked by the Green Telegraph commercial with catchy melodies and memorable images repeated on the golden hour – the time frame has a sky-high advertising cost for brands

The novel and impressive advertising of the Mobile World has quickly gone viral and attracted millions of views after just a few days, not to mention the coverage, spreading

on social networks has made the Green Electronics brand reach all segments of customers

https://youtu.be/Ukiq1g900aE/

Promotion

Besides advertising programs, promotional campaigns are also implemented by Mobile World such as:

Discount on purchases

Add accessories

Golden hour promotions, holiday discounts, Tet holidays

Mobile World Marketing Strategy for SEO Optimization

One of the most successful and effective marketing strategies of the mobile world can not fail to mention is the marketing strategy of SEO

SEO stands for Search Engine Optimization SEO involves a set of actions and methods

to improve a website's display ranking on the search engine's results page thereby increasing organic traffic to the site

SEO is a highly effective and cost-effective digital marketing channel, but it takes a lot of time and effort for the website to show up in the top positions on the search engine and bring organic searches to the website

How has the mobile world implemented SEO?

With great potential in information technology as well as financial potential, Mobile World has built a content management system (CMS) with basic SEO standards that makes it easy for the content production team to do well in the standardization of SEO for its articles and focus on content production

Next, they built a team specializing in producing large SEO content to constantly experiment, find the types of content that attract the interest of users about smartphones

and technology sectors Here users can search for any information about the technology they are interested in

Finally, they integrate comments and content reviews into the page so that users can share their opinions and views about smartphones similar to a technology forum

With the success of its SEO marketing strategy, website Thegioididong.com currently ranks 21st among the most visited websites in Vietnam with 3,558,800 users and 7,585,076 page views per day

Mobile World's SEO Strategy

Mobile World Marketing Strategy for Customer Journey Optimization (Customer journey)

Customer journey is also one of the factors that make up the success and reputation of the Mobile World The customer journey is understood as a set of customer touchpoints in all three stages before, during, and after the sale And if viewed from a business perspective, this depends on many different parts

There are two ways to divide the stage in the customer journey:

Option 1: Divide by purchase stage

Before a purchase

 Be aware of the need

 Look at the problem and research, learn the solutions

 Decide to choose a solution

Purchases:

 Pay, receive goods.

 Use

After the purchase

 Feel & evaluate

 Introduce yourself to others

Option 2: Divide by customer behavior:

- Awareness of the problem

- Interested in the solution

- Consider (Consideration) about the type of solution, supplier, price

- Decision to buy (Decision)

- After-sales support (Service)

- Acquisition, sharing, referrals (Loyalty)

With these two ways of dividing, businesses can choose one of the two ways to divide to suit the characteristics of customer buying behavior and understandable

How has the mobile world optimized the customer journey?

Pre-purchase stage: Thegioididong's website is one of the best experiences Fast, simple

and convenient A special point is that thegioidiong website follows the consulting model instead of selling online thanks to the feature of comparing any product line This is customer understanding For customers to pay for a smartphone, they need to look at features, fashion, technology and need advice

Purchase stage: Thanks to the consulting process of the previous period as well as the

product experience at the stores Customers can easily make choices On the other hand, thanks to the strong coverage of offline stores, the CES (Customer Effort Score) of the Mobile World reached almost the highest level of all businesses doing business in Vietnam

Post-purchase stage: When the phone arrives at the Call Center, the system will show

the entire history for the Consultant to support as much as possible Or the warranty process is carried out at any store of the Mobile World system

The mobile world allows employees of each department at "touchpoint" points on the customer journey to understand the customer's context; at the same time, they can cross-grasp the information for stricter management

By optimizing the customer journey, Mobile World has succeeded in engaging customers, increasing user experience, and delivering a positive customer experience

Mobile World Marketing Strategy on Customer Journey Optimization

Conclude

That's with your effective marketing strategies The mobile world is constantly evolving and achieving a lot of success Consolidated net revenue in 2021 reached VND122,958 billion (+13% compared to 2020) Online revenue reached VND 14,370 billion (+53% compared to 2020) With this result, MWG is the company with the largest sales in the online retail market in Vietnam The mobile world continues to be in the Top 10 largest enterprises in Vietnam according to the VNR500 ranking and maintains its position as the

No 1 retailer in Vietnam and is the only Vietnamese company in the Top 100 retailers in the Asia Pacific with a scale of more than 5,300 stores

Describe

The mobile world is a business that seamlessly applies the principles of customer experience management But the most important thing is to put the interests of customers as the biggest goal of the enterprise's efforts That is their biggest success point

There are many ways to successful business, but a sustainable company certainly cannot lack good relationships with customers Although customer experience management is still rarely applied in Vietnam, TGDD is a pioneer enterprise creating business advantages and succeeding in the market This is also a lesson for many Vietnamese businesses in the context of fiercely competitive domestic and foreign markets