Luận văn research and recommendations about marketing comunication of securities companies in vietnam

Nguyen Xuan Quynit ~ Remba$ Hanoi School of 2.3, Survey on efficiency of marketing communication from securities companies and customers behaviour 3.1, Define the target audience and obj

VIETNAM NATIONAL UNIVERSITY, HANOI

SCHOOL OF BUSINESS

rt

aHS B=

Nguyen Xuan Quynh

RESEARCH AND RECOMMENDATIONS ABOUT MARKETING COMUNICATION OF SECURITIES

COMPANIES IN VIET NAM

MASTER OF BUSINESS ADMINISTRATION THESIS

Hanoi - 2007

Nguyen Xuan Quynh

RESEARCH AND RECOMMENDATIONS ABOUT MARKETING COMUNICATION OF SECURITIES

COMPANIES IN VIET NAM

Major: Business Administration

Code: 60 34 05

MASTER OF BUSINESS ADMINISTRATION THESIS

SUPERVISOR: DR CLIU T1LANIT

Hanoi - 2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

TABLE OF CONTENT ACKNOWLEDGEMENTS

1.1, General about Marketing, Communications

1.2, Setting Marketing Communication Strategy for Service Firms

1.2.1, Define the Target Audience and Objectives

1.2.2 Divide the Communications Objectives and Targel Audiences among

the Channels

1.2.3 Define Communications Messages

1.2.4 Put the Communications Mix Togotlor

3 Marketing Communication Tools

1.3.1 Advertising

1.3.2, Public Relations ceeccseessesssessuiineeseeessseeevensee

1.3.3 Personal Selling .cccccsssscsusssessessssssseesesssasetnssnsnstiae vase

2.1 Summary about Vietnam securities market and securities companies

2.2, Research ont communication lols used by securities companics

3,1,1 Publie relafiONS cọ neo nai

CHAPTER 1 THEORY FOUNDATION ABOUT

MARKETING COMMUNICATIONS

1.1 General about Marketing Communications

Communications is the process of conveying a message to others and require six

elements: a source, a message, a channel of communication, a receiver and the

processes of encoding and decoding The source may be a company or person who

has information to convey The information sent by a source, such as a description

of a new service, forms the message The message is conveyed by means of a

channel of communication such as a sales person, advertising media, or public

relations tools Clients who read, hear, or see the message are the receivers

Figure 1-1: The Communication Process

‘The Communications Process

~“

Source: Managing Service Marketing, John E.G Baterson, K Douglas Hofjiuan

Marketing communications are all the communications between the organization and all other parties, especially with customers Part of the wider academic research

area of marketing, it encompasses all the traditional forms of promotion including

advertising, sales promotion, personal selling, publicity, public relations, direct

marketing and e-marketing But it aims to be broader than this It includes all points

of contact between the organization and other parties

The Marketing Communications Mix is the specific mix of advertising, personal

selling, sales promotion, public relations, and direct marketing a company uses to

pursue its marketing objectives

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

Research on the communication with individual customers only, not including institutional investors

— Security market in Vietnam in 2005 — 2007

Survey mainly in llanoi

5 Data source & Processing

— Primary data: questionnaires

— Secondary data: newspapers, websites

— Processing: to use MS Excel

‘Theory: understand about marketing communication

— Practice: recommendation for securities coupanics lo communicate more

effectively with customers

8 Limitation:

~ Time 2005 — 2007

- Survey mainly in Hanoi

- Survey only with individual investors

2007

LIST OF FIGURES

Figure 1-1: The Communication Process

Figure 1-2; The tools of the marketing communication mikx

Figure 1-3: Marketing Communication Strategy for Service Firms

Figure 2-1: Percentage of Accounts Opened at Securities Companies

Figure 2-2: One article about SSI when it fust listed on HASTC 00

Figure 2-3: $Si with the event of being listed on HOSL

Figure 2-4: Announcement about the establishment of STB Securities

Figure 2-5: VisDirect launches new service

: Bien Viet Securities with CBV-Index

Figure 2

Figure 2-7: SSI and its CRO Tran Duy Hung

Tigue 2-8: CEO oÍ VndirecL— Ms Phạm: Minh Huong

Tigure 2-9: 'Chưng khoan cuoi tuạn” on VTV1

Figure 2-10: INFOTV

Figure 2-11; Viet Dragon Securities Corp holds training course for customers

Figure 2-12: Advertising of Qcean Securities on InfoTV

Figure 2-13: Advertising of Thang Lang Scourities ov Tnveatmenl Review

Figure 2-14; image of brokers

Figure 2-15: Promotion of Viet Tin Securities Company

Figure 2-1 6: hitp:/Awww bse.com.vn

2007

uw as

tà 9

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

2.3, Survey on efficiency of marketing communication from securities companies

and customers behaviour

3.1, Define the target audience and objectives of communication

3.1.1 DeGne the target audience of communication slralegy

3.1.2 Define the communication objectives 0 eee

3.2, Divide the target audience and objectives of communication among the

channels

3.3 Define comimunication messaees 5c

3.4 Pụt communication mix together

APPENDIX: Questionnaires for ‘Thang Long Securities JSC

2007

Figure 1-2: The tools of the marketing communication mix

Marketing

Communicati

Miy

1.2 Setting Marketing Communication Strategy for Service Firms

The setting of a communications strategy follows a common pattern in irresponsive

of whether the firm is producing a goods or services The first is to define a target

audience and clear objectives for the complete communication mix The main

elements of the communication mix include advertising, public relations, personal

selling, sales promotion and direct marketing Only personal selling is normally a

two-way process The remainders are one-way communication, from the marketer

to the customer only With services, however, the service providers at the point of

communication can also have an important two-way communication role

Figure 1-3: Marketing Communication Strategy for Service Firms

2007

Nguyen Xuan Quynh ~ Remba + Hanoi School of

Source: Managing Service Marketing, John E.G, Baterson, K Douglas Hoffinan

1.2.1 Define the Target Audience and Objectives

Defining the target audience

2007

INTRODUCTION

1 The Problem

Recently, after the booming from the end of 2006 and beginning of 2007, Vietnam

stock market has had downward adjustment The investors don't rush to the trading

floors like they did before Seourities companies, especially new-born companies

are facing a lot of trouble in attracting customers They really need effective

markeling communication fools to conmmumicate more with customers, undersland

and find the way to attract and maintam them Therefore, this research was

conducted to give out recommendations about market cammunication for securities

compartics to help (hers communicate more

ectively with customers

2 Objectives and aims

Objectives:

Sludy aboul marketing communication Know how securities companies are communicating with customers and

the effectiveness of these activities

- Know how customers gct communication messages from sccuritics

companies

- Know media tools and other communication tools which are being used

by customers to search information about stock market

- Give recommendations about marketing communication for securities

companies

Aims: Help securities companies build up comprehensive marketing siralogies

3 Research Questions

- Which communication tools are use by securities conspanies im Vietnam

- How ctfective are these tools?

- How do customers aware of the communication of securities companies

- By which way do customers find information about stock markel?

- Which media platform do customers prefer and use most?

4 Scope of work

2007

Nguyen Xuan Quynh ~ Remba + Hanoi School of

1.2 Setting Marketing Communication Strategy for Service Firms

The setting of a communications strategy follows a common pattern in irresponsive

of whether the firm is producing a goods or services The first is to define a target

audience and clear objectives for the complete communication mix The main

elements of the communication mix include advertising, public relations, personal

selling, sales promotion and direct marketing Only personal selling is normally a

two-way process The remainders are one-way communication, from the marketer

to the customer only With services, however, the service providers at the point of

communication can also have an important two-way communication role

Figure 1-3: Marketing Communication Strategy for Service Firms

2007

Source: Managing Service Marketing, John E.G, Baterson, K Douglas Hoffinan

1.2.1 Define the Target Audience and Objectives

Defining the target audience

2007

Nguyen Xuan Quynh ~ Remba + Hanoi School of

Source: Managing Service Marketing, John E.G, Baterson, K Douglas Hoffinan

1.2.1 Define the Target Audience and Objectives

Defining the target audience

2007

CHAPTER 1 THEORY FOUNDATION ABOUT

MARKETING COMMUNICATIONS

1.1 General about Marketing Communications

Communications is the process of conveying a message to others and require six

elements: a source, a message, a channel of communication, a receiver and the

processes of encoding and decoding The source may be a company or person who

has information to convey The information sent by a source, such as a description

of a new service, forms the message The message is conveyed by means of a

channel of communication such as a sales person, advertising media, or public

relations tools Clients who read, hear, or see the message are the receivers

Figure 1-1: The Communication Process

‘The Communications Process

~“

Source: Managing Service Marketing, John E.G Baterson, K Douglas Hofjiuan

Marketing communications are all the communications between the organization and all other parties, especially with customers Part of the wider academic research

area of marketing, it encompasses all the traditional forms of promotion including

advertising, sales promotion, personal selling, publicity, public relations, direct

marketing and e-marketing But it aims to be broader than this It includes all points

of contact between the organization and other parties

The Marketing Communications Mix is the specific mix of advertising, personal

selling, sales promotion, public relations, and direct marketing a company uses to

pursue its marketing objectives

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

LIST OF FIGURES

Figure 1-1: The Communication Process

Figure 1-2; The tools of the marketing communication mikx

Figure 1-3: Marketing Communication Strategy for Service Firms

Figure 2-1: Percentage of Accounts Opened at Securities Companies

Figure 2-2: One article about SSI when it fust listed on HASTC 00

Figure 2-3: $Si with the event of being listed on HOSL

Figure 2-4: Announcement about the establishment of STB Securities

Figure 2-5: VisDirect launches new service

: Bien Viet Securities with CBV-Index

Figure 2

Figure 2-7: SSI and its CRO Tran Duy Hung

Tigue 2-8: CEO oÍ VndirecL— Ms Phạm: Minh Huong

Tigure 2-9: 'Chưng khoan cuoi tuạn” on VTV1

Figure 2-10: INFOTV

Figure 2-11; Viet Dragon Securities Corp holds training course for customers

Figure 2-12: Advertising of Qcean Securities on InfoTV

Figure 2-13: Advertising of Thang Lang Scourities ov Tnveatmenl Review

Figure 2-14; image of brokers

Figure 2-15: Promotion of Viet Tin Securities Company

Figure 2-1 6: hitp:/Awww bse.com.vn

2007

uw as

tà 9

Source: Managing Service Marketing, John E.G, Baterson, K Douglas Hoffinan

1.2.1 Define the Target Audience and Objectives

Defining the target audience

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

INTRODUCTION

1 The Problem

Recently, after the booming from the end of 2006 and beginning of 2007, Vietnam

stock market has had downward adjustment The investors don't rush to the trading

floors like they did before Seourities companies, especially new-born companies

are facing a lot of trouble in attracting customers They really need effective

markeling communication fools to conmmumicate more with customers, undersland

and find the way to attract and maintam them Therefore, this research was

conducted to give out recommendations about market cammunication for securities

compartics to help (hers communicate more

ectively with customers

2 Objectives and aims

Objectives:

Sludy aboul marketing communication Know how securities companies are communicating with customers and

the effectiveness of these activities

- Know how customers gct communication messages from sccuritics

companies

- Know media tools and other communication tools which are being used

by customers to search information about stock market

- Give recommendations about marketing communication for securities

companies

Aims: Help securities companies build up comprehensive marketing siralogies

3 Research Questions

- Which communication tools are use by securities conspanies im Vietnam

- How ctfective are these tools?

- How do customers aware of the communication of securities companies

- By which way do customers find information about stock markel?

- Which media platform do customers prefer and use most?

4 Scope of work

2007

Research on the communication with individual customers only, not including institutional investors

— Security market in Vietnam in 2005 — 2007

Survey mainly in llanoi

5 Data source & Processing

— Primary data: questionnaires

— Secondary data: newspapers, websites

— Processing: to use MS Excel

‘Theory: understand about marketing communication

— Practice: recommendation for securities coupanics lo communicate more

effectively with customers

8 Limitation:

~ Time 2005 — 2007

- Survey mainly in Hanoi

- Survey only with individual investors

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

2.3, Survey on efficiency of marketing communication from securities companies

and customers behaviour

3.1, Define the target audience and objectives of communication

3.1.1 DeGne the target audience of communication slralegy

3.1.2 Define the communication objectives 0 eee

3.2, Divide the target audience and objectives of communication among the

channels

3.3 Define comimunication messaees 5c

3.4 Pụt communication mix together

APPENDIX: Questionnaires for ‘Thang Long Securities JSC

2007

LIST OF FIGURES

Figure 1-1: The Communication Process

Figure 1-2; The tools of the marketing communication mikx

Figure 1-3: Marketing Communication Strategy for Service Firms

Figure 2-1: Percentage of Accounts Opened at Securities Companies

Figure 2-2: One article about SSI when it fust listed on HASTC 00

Figure 2-3: $Si with the event of being listed on HOSL

Figure 2-4: Announcement about the establishment of STB Securities

Figure 2-5: VisDirect launches new service

: Bien Viet Securities with CBV-Index

Figure 2

Figure 2-7: SSI and its CRO Tran Duy Hung

Tigue 2-8: CEO oÍ VndirecL— Ms Phạm: Minh Huong

Tigure 2-9: 'Chưng khoan cuoi tuạn” on VTV1

Figure 2-10: INFOTV

Figure 2-11; Viet Dragon Securities Corp holds training course for customers

Figure 2-12: Advertising of Qcean Securities on InfoTV

Figure 2-13: Advertising of Thang Lang Scourities ov Tnveatmenl Review

Figure 2-14; image of brokers

Figure 2-15: Promotion of Viet Tin Securities Company

Figure 2-1 6: hitp:/Awww bse.com.vn

2007

uw as

tà 9

Nguyen Xuan Quynh ~ Remba + Hanoi School of

1.2 Setting Marketing Communication Strategy for Service Firms

The setting of a communications strategy follows a common pattern in irresponsive

of whether the firm is producing a goods or services The first is to define a target

audience and clear objectives for the complete communication mix The main

elements of the communication mix include advertising, public relations, personal

selling, sales promotion and direct marketing Only personal selling is normally a

two-way process The remainders are one-way communication, from the marketer

to the customer only With services, however, the service providers at the point of

communication can also have an important two-way communication role

Figure 1-3: Marketing Communication Strategy for Service Firms

2007

Research on the communication with individual customers only, not including institutional investors

— Security market in Vietnam in 2005 — 2007

Survey mainly in llanoi

5 Data source & Processing

— Primary data: questionnaires

— Secondary data: newspapers, websites

— Processing: to use MS Excel

‘Theory: understand about marketing communication

— Practice: recommendation for securities coupanics lo communicate more

effectively with customers

8 Limitation:

~ Time 2005 — 2007

- Survey mainly in Hanoi

- Survey only with individual investors

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

2.3, Survey on efficiency of marketing communication from securities companies

and customers behaviour

3.1, Define the target audience and objectives of communication

3.1.1 DeGne the target audience of communication slralegy

3.1.2 Define the communication objectives 0 eee

3.2, Divide the target audience and objectives of communication among the

channels

3.3 Define comimunication messaees 5c

3.4 Pụt communication mix together

APPENDIX: Questionnaires for ‘Thang Long Securities JSC

2007

Source: Managing Service Marketing, John E.G, Baterson, K Douglas Hoffinan

1.2.1 Define the Target Audience and Objectives

Defining the target audience

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

INTRODUCTION

1 The Problem

Recently, after the booming from the end of 2006 and beginning of 2007, Vietnam

stock market has had downward adjustment The investors don't rush to the trading

floors like they did before Seourities companies, especially new-born companies

are facing a lot of trouble in attracting customers They really need effective

markeling communication fools to conmmumicate more with customers, undersland

and find the way to attract and maintam them Therefore, this research was

conducted to give out recommendations about market cammunication for securities

compartics to help (hers communicate more

ectively with customers

2 Objectives and aims

Objectives:

Sludy aboul marketing communication Know how securities companies are communicating with customers and

the effectiveness of these activities

- Know how customers gct communication messages from sccuritics

companies

- Know media tools and other communication tools which are being used

by customers to search information about stock market

- Give recommendations about marketing communication for securities

companies

Aims: Help securities companies build up comprehensive marketing siralogies

3 Research Questions

- Which communication tools are use by securities conspanies im Vietnam

- How ctfective are these tools?

- How do customers aware of the communication of securities companies

- By which way do customers find information about stock markel?

- Which media platform do customers prefer and use most?

4 Scope of work

2007

Source: Managing Service Marketing, John E.G, Baterson, K Douglas Hoffinan

1.2.1 Define the Target Audience and Objectives

Defining the target audience

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

INTRODUCTION

1 The Problem

Recently, after the booming from the end of 2006 and beginning of 2007, Vietnam

stock market has had downward adjustment The investors don't rush to the trading

floors like they did before Seourities companies, especially new-born companies

are facing a lot of trouble in attracting customers They really need effective

markeling communication fools to conmmumicate more with customers, undersland

and find the way to attract and maintam them Therefore, this research was

conducted to give out recommendations about market cammunication for securities

compartics to help (hers communicate more

ectively with customers

2 Objectives and aims

Objectives:

Sludy aboul marketing communication Know how securities companies are communicating with customers and

the effectiveness of these activities

- Know how customers gct communication messages from sccuritics

companies

- Know media tools and other communication tools which are being used

by customers to search information about stock market

- Give recommendations about marketing communication for securities

companies

Aims: Help securities companies build up comprehensive marketing siralogies

3 Research Questions

- Which communication tools are use by securities conspanies im Vietnam

- How ctfective are these tools?

- How do customers aware of the communication of securities companies

- By which way do customers find information about stock markel?

- Which media platform do customers prefer and use most?

4 Scope of work

2007

INTRODUCTION

1 The Problem

Recently, after the booming from the end of 2006 and beginning of 2007, Vietnam

stock market has had downward adjustment The investors don't rush to the trading

floors like they did before Seourities companies, especially new-born companies

are facing a lot of trouble in attracting customers They really need effective

markeling communication fools to conmmumicate more with customers, undersland

and find the way to attract and maintam them Therefore, this research was

conducted to give out recommendations about market cammunication for securities

compartics to help (hers communicate more

ectively with customers

2 Objectives and aims

Objectives:

Sludy aboul marketing communication Know how securities companies are communicating with customers and

the effectiveness of these activities

- Know how customers gct communication messages from sccuritics

companies

- Know media tools and other communication tools which are being used

by customers to search information about stock market

- Give recommendations about marketing communication for securities

companies

Aims: Help securities companies build up comprehensive marketing siralogies

3 Research Questions

- Which communication tools are use by securities conspanies im Vietnam

- How ctfective are these tools?

- How do customers aware of the communication of securities companies

- By which way do customers find information about stock markel?

- Which media platform do customers prefer and use most?

4 Scope of work

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

2.3, Survey on efficiency of marketing communication from securities companies

and customers behaviour

3.1, Define the target audience and objectives of communication

3.1.1 DeGne the target audience of communication slralegy

3.1.2 Define the communication objectives 0 eee

3.2, Divide the target audience and objectives of communication among the

channels

3.3 Define comimunication messaees 5c

3.4 Pụt communication mix together

APPENDIX: Questionnaires for ‘Thang Long Securities JSC

2007

CHAPTER 1 THEORY FOUNDATION ABOUT

MARKETING COMMUNICATIONS

1.1 General about Marketing Communications

Communications is the process of conveying a message to others and require six

elements: a source, a message, a channel of communication, a receiver and the

processes of encoding and decoding The source may be a company or person who

has information to convey The information sent by a source, such as a description

of a new service, forms the message The message is conveyed by means of a

channel of communication such as a sales person, advertising media, or public

relations tools Clients who read, hear, or see the message are the receivers

Figure 1-1: The Communication Process

‘The Communications Process

~“

Source: Managing Service Marketing, John E.G Baterson, K Douglas Hofjiuan

Marketing communications are all the communications between the organization and all other parties, especially with customers Part of the wider academic research

area of marketing, it encompasses all the traditional forms of promotion including

advertising, sales promotion, personal selling, publicity, public relations, direct

marketing and e-marketing But it aims to be broader than this It includes all points

of contact between the organization and other parties

The Marketing Communications Mix is the specific mix of advertising, personal

selling, sales promotion, public relations, and direct marketing a company uses to

pursue its marketing objectives

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

2.3, Survey on efficiency of marketing communication from securities companies

and customers behaviour

3.1, Define the target audience and objectives of communication

3.1.1 DeGne the target audience of communication slralegy

3.1.2 Define the communication objectives 0 eee

3.2, Divide the target audience and objectives of communication among the

channels

3.3 Define comimunication messaees 5c

3.4 Pụt communication mix together

APPENDIX: Questionnaires for ‘Thang Long Securities JSC

2007

Research on the communication with individual customers only, not including institutional investors

— Security market in Vietnam in 2005 — 2007

Survey mainly in llanoi

5 Data source & Processing

— Primary data: questionnaires

— Secondary data: newspapers, websites

— Processing: to use MS Excel

‘Theory: understand about marketing communication

— Practice: recommendation for securities coupanics lo communicate more

effectively with customers

8 Limitation:

~ Time 2005 — 2007

- Survey mainly in Hanoi

- Survey only with individual investors

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

INTRODUCTION

1 The Problem

Recently, after the booming from the end of 2006 and beginning of 2007, Vietnam

stock market has had downward adjustment The investors don't rush to the trading

floors like they did before Seourities companies, especially new-born companies

are facing a lot of trouble in attracting customers They really need effective

markeling communication fools to conmmumicate more with customers, undersland

and find the way to attract and maintam them Therefore, this research was

conducted to give out recommendations about market cammunication for securities

compartics to help (hers communicate more

ectively with customers

2 Objectives and aims

Objectives:

Sludy aboul marketing communication Know how securities companies are communicating with customers and

the effectiveness of these activities

- Know how customers gct communication messages from sccuritics

companies

- Know media tools and other communication tools which are being used

by customers to search information about stock market

- Give recommendations about marketing communication for securities

companies

Aims: Help securities companies build up comprehensive marketing siralogies

3 Research Questions

- Which communication tools are use by securities conspanies im Vietnam

- How ctfective are these tools?

- How do customers aware of the communication of securities companies

- By which way do customers find information about stock markel?

- Which media platform do customers prefer and use most?

4 Scope of work

2007

CHAPTER 1 THEORY FOUNDATION ABOUT

MARKETING COMMUNICATIONS

1.1 General about Marketing Communications

Communications is the process of conveying a message to others and require six

elements: a source, a message, a channel of communication, a receiver and the

processes of encoding and decoding The source may be a company or person who

has information to convey The information sent by a source, such as a description

of a new service, forms the message The message is conveyed by means of a

channel of communication such as a sales person, advertising media, or public

relations tools Clients who read, hear, or see the message are the receivers

Figure 1-1: The Communication Process

‘The Communications Process

~“

Source: Managing Service Marketing, John E.G Baterson, K Douglas Hofjiuan

Marketing communications are all the communications between the organization and all other parties, especially with customers Part of the wider academic research

area of marketing, it encompasses all the traditional forms of promotion including

advertising, sales promotion, personal selling, publicity, public relations, direct

marketing and e-marketing But it aims to be broader than this It includes all points

of contact between the organization and other parties

The Marketing Communications Mix is the specific mix of advertising, personal

selling, sales promotion, public relations, and direct marketing a company uses to

pursue its marketing objectives

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

Business

LIST OF FIGURES

Figure 1-1: The Communication Process

Figure 1-2; The tools of the marketing communication mikx

Figure 1-3: Marketing Communication Strategy for Service Firms

Figure 2-1: Percentage of Accounts Opened at Securities Companies

Figure 2-2: One article about SSI when it fust listed on HASTC 00

Figure 2-3: $Si with the event of being listed on HOSL

Figure 2-4: Announcement about the establishment of STB Securities

Figure 2-5: VisDirect launches new service

: Bien Viet Securities with CBV-Index

Figure 2

Figure 2-7: SSI and its CRO Tran Duy Hung

Tigue 2-8: CEO oÍ VndirecL— Ms Phạm: Minh Huong

Tigure 2-9: 'Chưng khoan cuoi tuạn” on VTV1

Figure 2-10: INFOTV

Figure 2-11; Viet Dragon Securities Corp holds training course for customers

Figure 2-12: Advertising of Qcean Securities on InfoTV

Figure 2-13: Advertising of Thang Lang Scourities ov Tnveatmenl Review

Figure 2-14; image of brokers

Figure 2-15: Promotion of Viet Tin Securities Company

Figure 2-1 6: hitp:/Awww bse.com.vn

2007

uw as

tà 9

Source: Managing Service Marketing, John E.G, Baterson, K Douglas Hoffinan

1.2.1 Define the Target Audience and Objectives

Defining the target audience

2007

Nguyen Xuan Quynit ~ Remba$ Hanoi School of

2.3, Survey on efficiency of marketing communication from securities companies

and customers behaviour

3.1, Define the target audience and objectives of communication

3.1.1 DeGne the target audience of communication slralegy

3.1.2 Define the communication objectives 0 eee

3.2, Divide the target audience and objectives of communication among the

channels

3.3 Define comimunication messaees 5c

3.4 Pụt communication mix together

APPENDIX: Questionnaires for ‘Thang Long Securities JSC

2007