‘Therefore, I chose the project “Marketing plan for mobile teleconmmuication services fo atract young customers of Viettel Cambodia company VIC in Cambodia market for the years 2018-2019
MARKETING STR.ATEGY
Objective - - 2A 2 Strategy 2A 2 Brand positioning strategy eee A
- Regain lost market share for 4 consecutive years
- To become No | on Top of Mind - equivalent to 40% of telecommunication services in Cambodia in the mind of customers by the end of 2018 (30% in urban areas only)
Repositioning the Metfone brand emphasizes it not only as a provider of affordable, high-quality network services but also as a champion of empowering Cambodian youth to transform their lives and support their loved ones Unlike other brands like Smart, Metfone's new messaging focuses on inspiring progress and social impact, highlighting its commitment to helping young people advance and create a better future for themselves and their communities.
Targeting young customers is essential for regaining urban market focus; a new brand positioning will refresh the brand image and enhance top-of-mind awareness among this key segment Focusing on young consumers helps attract a vibrant, trend-conscious audience, strengthening brand recognition and recapturing market share Prioritizing this demographic will foster a modern brand identity and ensure long-term competitive advantage in urban markets.
Strong basic The largest telecommunications Wester thinking and development, point network infrastructure, No 1 professional, Potential finance
The business model is active, highly enforceable
Competitive Direct competitor: Smart, Direct competitor: Metfone,
Indirect competitor : OTT- Latent Indirect competitor : OTT, Latent competitor competitor
Customer Mass: 15-54+, Nationwide scale Mass: 15-54+ Nationwide scale
Target Focus: 15-30, worker, Foccus: 15-30, urban area students
I want affordable telecommunication networks that offer quality services, enabling me to stay connected with the world for a better life for myself and my loved ones By upgrading to cost-effective and reliable technology, I can ensure seamless communication and stay informed about the latest industry trends Access to affordable, high-quality telecom solutions is essential for staying connected and improving my quality of life.
Benefit when | Strong notwork, cheap, Multi Cheap, new technology using offer, Connestion - New Young; Update trends, lead-in perception
Valuc, Beloive in progress, better Morden, technology and loader
Contidence _| tomorrow, humanity, creativity and personality
The treason of Nelwork of Cambodians, Tonyg- International network, from Malaysia
Difference | Kind, Be personalized to you and ‘Always lead with the latest the people you love technology
Core value —_| Caring and Innovator Morden and updated
Since a comprehensive brand repositioning plan involves extensive and time-consuming research, this report will focus on the branding strategy outlined above as the foundation for developing a marketing plan aimed at attracting young customers in the next chapter.
RESEARCH METHODS, DATA ANALYSIS AND RESULTS
Qualitative stuly cceeeeieeie 36 1 Spocifie objectives
Customer insight of young customer or young commmnity in Cambodia in using mobile services and lcolmology
Consumer behavior of young cuslomners
Evaluation of young customer about 3 MNOs (Metfone and 2 competitors: Smart and Cellcard) about network coverage, network quality, brandname, services
Young customers in Cambodia arc using tlccomumunication services regardicss of
‘Metfone customers and competitors in urban areas, especially customers in the capital region of PNP
2.1 Specific objectives © Uneorstand consumer insighls ¢ study and other methods
0 Find out the trends in the mark21 © Discover/Explore qualitative information about customers to compare with cuurent data
This study employs a combination of focus group discussions and secondary data analysis through a case study of young customers of leading global telecommunications companies, providing in-depth insights into youth behavior The research specifically targets respondents aged 18 to 30 who actively use smartphones within the PNP area, ensuring the data reflects the habits and preferences of the young demographic This methodological approach allows for a comprehensive understanding of youth engagement with telecom services in a competitive market.
Group # Age | Segment Area respondents
(2: Evaluation about Metfone, Smart, Celteard: Network coverage, network quality, brandname
(3): Decision of choosing to use package (4): Image of 3 MNOs for young customer
Analysis results 1⁄7 2.3.1, General charaoterisiics
2.3.1, General characteristics of Young customer
Young people in the 4.0 technological era exhibit four key characteristics: they are early adopters of new technologies, often embracing innovations before others; they act as trendsetters, influencing fashion, lifestyle, and consumer habits; they serve as game changers by challenging traditional norms and driving societal shifts; and they represent a significant potential customer base, making them a crucial target for businesses aiming to innovate and stay competitive These insights, derived from secondary data, highlight the importance of understanding youth behavior to develop effective marketing strategies in the digital age.
Youth play a pivotal role in shaping market trends as early adopters who are not afraid to experiment with new products and services Despite stereotypes of rebellion and anti-establishment attitudes, most young people are willing to try innovative offerings that older generations might view as risky Their openness to experimentation significantly influences mainstream consumer behavior and drives market evolution.
Secondly, youth are trendsetters Youth are the Now Generation customers who demand instant everything When it comes to trends, they are very agile They follow trends so fast that marketers often fail to keep up But the upside is that this allows markelers tu quickly pinpoint trends that will inllucnec the market in the near future,
‘Their tribal nature means that youth are also very fragmented Thus, trends that youth follow are cqually fragmented Cortain sports, rnusic, and fashion trends might have cult following among some youth tribes but might not be relevant for others Perhaps ¢ only trend that most youth follow is the movement toward a digital lifestyle
Many youth-endorsed trends tend to be short-lived fads due to market fragmentation, but some evolving trends manage to reach the mainstream For example, Justin Bieber's rise from a popular YouTube artist discovered by millions of young fans exemplifies this shift Similarly, social media platforms like Facebook and Twitter began as youth-driven trends that eventually became essential tools for global communication Additionally, music streaming services such as Spotify, Apple Music, and Joox were introduced to the mainstream market primarily through young consumers, highlighting how youth-driven trends can influence and reshape popular culture.
- Finally, youth are game changers They are often associated with irresponsible and selfish behaviors But recent trends show that they are maturing much earlier
Young people are highly responsive to global changes, such as globalization and technological advancements, making them proactive drivers of societal transformation Their awareness and concern about current events position them as key influencers in shaping the future As active participants in the modern world, youth play a crucial role in accelerating progress and innovation across various sectors.
Youth play a crucial role in shaping consumer mind-share, as early adopters, trendsetters, and game changers influence mainstream audiences To effectively sway broader customer preferences, brands must prioritize engaging and convincing young audiences first, since they are the key to gaining widespread influence and establishing trending narratives.
Specifically in Asia, research about young Customer behavior in telecom and technology reveals the following insights:
- Youth are confident, adaptive and Knowledgable (Source: Epinion, OMD 2015-2016)
Courses that study Personal care products for myself
College and university that | study at YW cnn bade tr em ba go
Technology product: for myself s - ene tere tn ar
Internet subscription at home Personal eare products fer other family 1 orem macy
TV channels the family subscribes to (ny ceion wa nt ted
Technology products for the home
Diagram 7 1; Influence of Purchase decision of Youth © 83% know more about technology than their parents © 30% know more about technology than their friends
Young customers are a valuable asset for telecom operators, as they represent both current and future high-income clients who drive long-term growth Investing in nurturing this demographic is essential, as their present value cannot be fully captured through immediate figures but will significantly contribute to the operator’s future success Notably, young urban consumers are high telecom users, utilizing an average of 5 mobile internet services compared to only 3.6 among other consumer segments, highlighting their importance for telecommunications providers.
1 © Data Arpu of Youth customer is 2 times more than other sepTnents 3.2 Mobile phone usage beha wf youth
(1) Calling is evsential demand to contact with your family and friends
@) They spent abnost time using mobile phone and internet
(3) They like to live in Social online world ( especially FB, Youtube, Line appi
(#) They are turst of content
(3) They like to use OLT apps platform more than waditional voice and SMS
(6) They recharge many times in month, they recharge weekly
(7) They can use multi sims at the same time
(8) They like mobile internet more than wift
(9) They are attracted hy viral compaign
To identify these nine key customer behaviors, I utilized primary data through qualitative research and complemented it with secondary data from in-depth reports and real-world Metfone data This comprehensive analysis highlights customer behaviors within the Metfone network, emphasizing how these behaviors are reflected through actual performance metrics The detailed results demonstrate the effectiveness of Metfone's strategies in addressing customer needs, providing valuable insights into user engagement and loyalty These findings are essential for optimizing service delivery and enhancing overall customer satisfaction, ensuring alignment with SEO best practices for improved online visibility.
+ 98% young customer are using smartphone
= MOUssub of young customer: 250 minutes/month,
- DOU/sub of young enstomer: 10GB/ month, and GB is used for FB, Youtube, Line apps and other social network
Focus group analysis { quatitative research analysis):
What Metfone learned ‘What this means to Metfone
7 Mobile phone usage primarily involves calling ace messaging apps: Facebook messenger is the essing social media and using instant | 4 must (hal these activities should be preferred instant messaging app to use because of | services package offers its user hasv, no a lol use Viber
Being the more relevant activities, itis covered in Metfone’s planned multi
~ ‘They focus on instant messaging apps, most use Facebook because of the big user base iLhas pomparodl lo ather apps like viber
Many people prefer to use Facebook Messenger and Line because these apps are popular among friends and colleagues, making communication more convenient Both platforms offer multiple functions such as voice calls, video calls, and the ability to send photos and documents, enhancing user experience In contrast, only a few users utilize Viber, primarily for work purposes, as it is perceived to have fewer features Viber's limited capabilities, such as only supporting calls and messaging, lead to decreased popularity compared to more versatile messaging apps.
(Facebook DLine P Whatsapps I Tango PWechatP Viber)
Soci ok Social ‘ocial net network Social networ! network
Youtube ( movie, Instant massaging Instant massaging (Line, songs) (Line, Telegram.) Telegram.)
Built in SMS Google search Google search
Online games Online games online
Download apps Online game Online shopping
Dictionary) inconsistent than Wifi ¥ Most still use Mobile data because of its accessibility, though connection is more
They mostly connect to wifi out of home (Coffee shop for Phnom, Penh
Student, university or at their workplace),
Only a few have a wifi connection at
Most use it at -home given that most don't have wifi connection Usage is often at night and in the weekends, home
Activities Download app Online games
Sending large document Youtube ( movie and songs)
Generally prefers mobile data Reliable when it comes to dowloading over wifi but they still face large document but still have issues with speed
Most students report slow internet speeds, particularly in crowded public areas and during nighttime, due to network congestion and bad weather When it comes to mobile top-ups, most allocate around USD 1 per week, with both Metfone and competitors typically topping up four times a month, and the $1 weekly option being the most popular Many respondents do not actively monitor their data usage, trusting their promotional packages to sufficiently cover their weekly needs; however, a few high school students who use multiple SIM cards frequently check their data Typically, Metfone and Cellcard are used for calls to family and internet access, while Smart is mainly used for communicating with friends.
No of sim using | Metfone subcribers Smart subscribers Cellcards subs
Family in the Province and contact people in
Friend and internet also occasionally with | Family internet is super slow" (
High school student) rural area family
Call family and internet | Friends intemet, maily for calling
Metfone is my go-to for calls, especially when I need to reach my family and access the internet I use Cellcard to stay connected with my loved ones, while Smart is my preferred choice for reaching friends and classmates Smart makes it easy to communicate with friends, which is especially important for students like me Overall, I choose different networks based on my specific communication needs to stay connected efficiently.
Cellular internet access allows users to make free calls and stay connected anytime, even when in their hometown Many rely on their cellular network to ensure uninterrupted internet access without additional costs For example, a student might say, "Cellular" means I don't have to spend more on internet, highlighting the affordability and convenience of mobile data services Staying connected through cellular networks provides reliable communication and internet access, making it an essential tool for daily life.
Young people in Asia predominantly enjoy spending time online, engaging with social media and digital platforms, which serve as their primary means of social interaction and entertainment Research indicates that teens and young adults prefer online environments where they can socialize, relax, and cocoon at home, highlighting the significance of digital connectivity in their daily lives Understanding these behaviors is crucial for telecom and technology brands aiming to connect effectively with the youth demographic.
Quantitative study - eee BB 1 Specific objectives - — 2 Research method Analysis results 1 Bivariate correlation test results 2 Testing for Hypothesis |
This quantitative study aims to identify key factors that positively influence Cambodian young customers' purchasing decisions for data plans, building on insights from previous qualitative research A hypothetical unlimited social media data plan for Facebook and YouTube was created, informed by secondary research on Cambodian youth’s online behavior Based on these findings, two hypotheses were developed to further explore the determinants of data plan adoption among this demographic.
Hypothesis 1: Social media positively impact the purchasing decision of Facebook!
Youtube- unlimited data plans of Cambodian youth
Tiypothesis 2: Peer reviews positively impact the purchasing decision of Facebook!
Youtube-untimited data plans of Cambodian youth
This study employed a correlational research design analyzed through quantitative methods Data collection was conducted using online self-administered questionnaires, distributed via Gmail, Facebook, and Line—popular communication apps in Cambodia The questionnaires were shared through my professional network, including colleagues and Viettel’s student collaborators in Cambodia, ensuring efficient and targeted data gathering.
The questionnaire was developed through a rigorous two-stage process Initially, an academic advisor reviewed the draft, providing valuable suggestions for improving wording and content clarity After significant revisions, focus group participants tested the revised questionnaire to ensure it was clear and comprehensive This thorough development process helped create a reliable and user-friendly questionnaire.
, which resuiicd in & few stnalt mmol with the foons graup participants to discuss their respons changes The collection of data lasted for two weeks, from 1/2/2018 to 20/2/2018
A total of 340 responses were collected through the online survey, resulting in a response rate of 20.1% However, responses from individuals outside the designated youth age group (15-30 years old) were excluded, leaving 325 usable responses This response rate falls within the expected range for online surveys, ensuring the data's reliability for analysis.
For data analysis, IBM's Statistical Package for Social Sciences (SPSS) software was utilized to ensure accurate and efficient processing Bivariate and hierarchical linear regression analyses were conducted to investigate the direct effects of social media and peer reviews on purchasing decisions These methods helped to identify the significant relationships and influence of online reviews and social media influence on consumer purchasing behavior.
Table 7.3 summarises the bivariate correlation test results for three variables
Table 7 3: Corretations of three variables
*4 Correlation is significant at the 0.01 level (I-tailed:
*4* Correlation is significant at the 0.001 level (1-tailed)
The diagonal of the table shows perfect correlations with r = 1, as each variable is perfectly correlated with itself Purchasing decision positively correlates with peer reviews (r = 0.320, p < 01), indicating a significant relationship Additionally, purchasing decision is positively associated with social media (r = 0.335, p < 01), and social media significantly correlates with peer reviews (r = -0.596, p < 001) These findings demonstrate that there are meaningful relationships between purchasing decision and peer reviews, as well as between purchasing decision and social media.
In order to test the casual relationships between these variables as predicted in the Hypotheses, rogrension tnadels were employed
For testing Hypothesis 1, a simple Linear model was developed as follows
PURCHASING DECISION fe +f; * SOCIAL MEDIA + ứ Social media (SOCIAL MEDIA) served as the sole independent variable and The the purchasing decision of Facebook’ Youtube - unlimited data plans of Cambodian youth
SION) was a sole dependant variable bits the relationship between the purchasing decision of Cambodia youth
Table 7, 4: Relationship between Purchasing decision of Camboiie youth and Social media
Independent Unstandardised Coefficients Standardised : Sig variable B ‘Std Error Coefficients
Table 3 presents the R and R’ values for the derived model, with R measuring the strength of the correlation In this dataset, R equals 0.320, indicating a moderate positive relationship Since the model includes only one predictor, this R value reflects the simple correlation between Cambodia youth's purchasing decisions and their social media usage This highlights the significance of social media as a key factor influencing purchasing behavior among Cambodian youth.
The study reveals that social media accounts for 10.3% of the variation in the purchasing decisions of Cambodian youth, with an R² value of 103 While numerous factors influence consumer behavior, this model demonstrates that social media alone explains approximately 10.3% of the variance in young consumers' purchasing choices in Cambodia.
The adjusted 2 indicates the model's generalizability, with its value ideally close to R In this case, the difference between the model's value (.103) and R (.088) is only 1.5%, demonstrating good cross-validity This small decrease suggests that if the model were derived from the entire population rather than a sample, it would account for approximately 1.5% of variance loss in the outcome, highlighting its robustness and reliability.
The key focus of the table is the F-ratio and its associated significance value, which indicates the model's predictive strength In this case, the F-ratio is 7.092, significant at p = 0.01, demonstrating that the regression model provides a significantly better prediction of purchasing decisions compared to using the mean value alone Overall, the regression model effectively predicts purchasing behavior, highlighting its importance in decision-making analysis.
The value of 8, as shown in the table, represents the gradient of the regression line and indicates the strength of the relationship between the predictor variable, social media, and the outcome.
45 and the dependent variable (Le the purchasing decision of Cambodia youth) In this case, the
Bi = 320, which decision of Cambodia youth
‘These findings supported the Hypothesis 1
3.3.3 Testing for Hypothesis 2: significant (p = 01) sử social media significanlly predict the purchasing
For testing Hypothesis 2, the simple linear regression model for testing Hypothesis 2 was spacified below
This study explores the impact of peer reviews on the purchasing decisions of Cambodian youth Peer reviews serve as the primary independent variable, influencing consumers' choices, which are measured as the dependent variable Understanding how peer reviews affect the purchasing behavior of young consumers in Cambodia is crucial for developing effective marketing strategies and enhancing product credibility Our findings highlight the significant role of peer feedback in shaping the buying decisions of Cambodian youth.
'Table 7.5 displays the relationship between the purchasing decision of Cambodia youth and peer reviews
Table 7 5: Retationship between Peer reviews and The purchasing decision
Tudependent Unstandardised Coefficients Slandardixed f Sử vartable B BetaSid Error Coefficients
The study found that the simple correlation between Cambodia youth's purchasing decisions and peer reviews of new product services is R = 0.335, indicating a moderate positive relationship Additionally, peer reviews account for 11.2% (R² = 0.112) of the variation in the purchasing decisions of Cambodian youth, highlighting the significant influence of peer feedback on consumer behavior.
The difference belween R? and the adjusled R? for the model is 112 - 098 = 0.014 (1.4%) which is small, indicating that the cross-validity of this model is good
‘The valus of # is 7.848 and its attendant significant level is p = 007 < 01 Therefore, tho regression madel overall prodicts the purchasing decision significantly wll
Morcover, the valus of fy is 335, which is significant (p