DSpace at VNU: A study on connected marketing and the case of FPT Corporation's Project Vicongdong

A study on connected marketing and the case of FPT Corporation's Project Vicongdong Trần Thi ̣ Chiên Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Kinh doanh và quản lý; Mã số: 60

A study on connected marketing and the case of

FPT Corporation's Project Vicongdong

Trần Thi ̣ Chiên

Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Kinh doanh và quản lý; Mã số: 60 34 05

Người hướng dẫn: TS Trần Đoàn Kim

Năm bảo vệ: 2010

Keywords: Quản trị kinh doanh; Marketing; Dự án; Tập đoàn FPT; Tiếp thị Content

TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

ABSTRACT i i TOM TAT iv

TABLE OF CONTENTS vi

LIST OF ABBREVIATIONS vii i LIST OF TABLES ix

LIST OF FIGURES ix

INTRODUCTION 1

CHAPTER 1: LITERATURE REVIEW- CONNECTED MARKETING 4

1.1 Definition: Connected Marketing 4

1.1.1 Marketing 4

1.1.2 Connected Marketing 4

1.2 Types of Connected Marketing 8

1.2.1 Word of mouth marketing 8

1.2.2 Buzz marketing 12

1.2.3 Viral marketing 15

1.3 The power of Connected marketing in digital age 18

1.3.1 Widely connection between the company/organization and customer 18

1.3.2 Building customer's trust 18

1.3.3 Cutting marketing cost 19

1.3.4 Measuring communication result 20

1.4 Marketing model 20

1.4.1 Ways of transferring information 20

1.4.2 Marketing model 22

1.5 The process to practice a Connected Marketing Campaign 24

1.5.1 Customer investigation and choosing Opinion leaders (OL) 24

1.5.2 Creating transferred messages 27

1.5.3 Seeding trials 28

1.5.4 Spreading a Connected Marketing Campaign 32

1.5.4.1 Transferring information principles 32

1.5.4.2 Method of transferring information 33

1.6 Measurement of transferring information 37

CHAPTER 2: EXTERNAL ENVIRONMENT ANALYSIS AND CONNECTED MARKETING ACTIVITY OF VICONGDONG 39

2.1 External environment analysis 39

2.1.1 Conditions for the application of Connected Marketing activity in Vietnam 39

2.1.2 Analysis on charity activities in Vietnam 50

2.2 Connected Marketing activity at Vicongdong 53

2.2.1 Introduction about Vicongdong project 53

2.2.2 Condition for Vicongdong doing Connected Marketing 60

2.2.3 Analysis on Connected Marketing activities in Vicongdong project 62

2.3 Some comments on the efficiency of Connected MarketingCampaign at Vicongdong project 85 CHAPTER 3: RECOMMENDATIONS 91

3.1 Developing direction of business and Marketing strategy of Visky-FPT 91

3.2 Developing new marketing solution 93

3.3 Some other proposals 106

CONCLUSION 107

REFERENCES 109

References:

1 Administration Department (2007), Visky FPT

2-5 Alexa.com

6 Arndt (1994), Word of Mouth Advertising, page3

7-8 baamboo.com

9 Blythe Mason, Worldwide Marketing Program manager on the website

Connectedmarketing.com 10-21 Cimigo (October and November 2009), Vietnam Netcitizens online,

slideshare.net

22-24 Community Developing Department, Visky- FPT

25-26 FLI blog (2009)

27 - 28 FPT (2007), “Documentary of establishing FPT’s Foundation”, FPT Corp

29 Gladwell,M (2000), “The Tipping Point: How Little Things Can Make a Big

Difference”, Boston: Little, Brown and Company, page 259

30 Greg Nyilasin (2006), Word of mouth: what we really know - and what we

don’t, “Connected Marketing - The Viral, Buzz and Word of mouth Revolution”, page 164

31 http://vnmedia.com

32 http://vnnic.vn

33 http://www.internetworldstats.com/pr/edi036.htm

34 http://www.slideshare.net/ (on 12 April 2009)

35-37 Internet

38-39 Jim Stengel, Global Marketing Officer, Procter & Gamble (2004)

40 Jurvetson, Draper (1997)

41 Jurvetson, Draper (1998)

42 Jurvetson, Steve and Tim Draper (2000)

43-45 Justin Foxton, Founding Partner and CEO, Comment UK (2006), “Live buzz

marketing”, “ConnectedMarketing, The Viral, Buzz and Word of Mouth

Revolution ”, page 24

46-47 Justin Kirby and Paul Marsden (2006), “Connected Marketing - The Viral, Buzz

and Word of Mouth Revolution”, page 8

48 Kevin Roberts, Chief Executive, Saatchi & Saatchi (2005)

49 Larry Light, Chief Marketing Officer, McDonalds (2004)

50-51 Longman dictionary of contemporary English

52 Oxford University (2006), Shorter Oxford English Dictionary, Sixth edition,

Oxford University Press

53-54 Paul Marsden (2006), “Introduction and summary”, “Connected Marketing - The

Viral, Buzz and Word of mouth Revolution”, page xvi

55-56 Paul Marsden (2006), “Seed to spread: how seeding trials ignite epidemics of

demand”, “ConnectedMarketing, The Viral, Buzz and Word of Mouth

Revolution”, page 5

57 Philip Kotler (2007), Marketing for new age

58 Russell Goldsmith (2008), “Viral Marketing”, Prentice Hall Business

59 Silverman, George (1942), The secrets of word- of- mouth marketing: how to

trigger exponential sales through runaway word of mouth, p.25

60 Thomas Jr, Greg (2006), "Building the buzz in the hive mind", “Journal of

Consumer Behaviour 4 (1)”, page 64-72

61 Tschong (1998)

62 US figures, various sources

63-65 Vicongdong (2007), http://www.vicongdong.vn

66 vnexpress.net

67-68 Wikipedia.com

69 Wilson, Dr Ralph F (2000), “The six simple principles of viral marketing”, Web

Marketing Today, Issue 70