Realme Marketing Plan Đại học Mở TPHCM

Một bài Marketing Plan hoàn chỉnh đến từ sinh viên ngành tiếng anh thương mại của khoa ngoại ngữ Đại học Mở Tphcm. Bài dựa theo khuôn mẫu của giảng viên đưa ra và đạt điểm cao. Bài viết về sản phẩm Realme bao gồm các mục lớn: Business Summary Business Background Analysis Marketing Mix Planning Conclusion

TABLE OF CONTENT

I/ Business Summary 2

1) Overview 2

2) Survey Summary 3

II/ Business background and Initiatives 3

1) Initiatives 1: Brand awareness 3

2) Initiatives 2: Increase market share 4

3) Initiative 3: Consolidate customer relationship 4

III/ Analysis 5

1) Industry analysis 5

2) Consumer analysis 10

3) Target market 11

4) PEST Model: 13

5) SWOT analysis 14

IV/ Marketing Mix 15

1) Product 15

2) Price 16

3) Promotion 17

4) Place 17

V/ Planning 17

1) Objectives: 17

2) Strategies: 18

3) Tactics: 18

4) Budget 20

5) Schedule (3 PHASES) 21

VI/ Conclusion 22

1) Evaluation 22

2) Recommendation 22

- Realme was born as a sub-brand of OPPO and was founded by its then Global

VP, Sky Li, established on 4th May, 2018 Realme was split from Oppo to become separate brand on July 30th, 2018 Within a year of establishment, Realme had already entered the markets of India, Indonesia, Vietnam, Thailand, Phillipines, Malaysia, Singapore, Myanmar, Pakistan, Nepal, Bangladesh, United Arab Emirates, Egypt, Italy, Spain, France, England, Russia and China

- Realme has won the wide recognition for its “Power” and “Style”, affirmed vigorously its slogan “Proud to be Young” With the brand recognition is more and more widespread, Realme has become one of the most desirable brand in the segment of mid-range

- Logo:

• On November 15, 2018, Realme introduced a new logo

• Realme indicated that the new logo was an artistic and impactful representation of both the Realme brand identity and its vision of being

‘Proud to be Young’ by which the brand hoped to become a symbol of youth culture of all around the world

- Mission: To let more young people enjoy the happy life brought by beauty of technology

to investigate the demands and expected functions in mid-range smartphone

(5-7 millions)

- 57.9% of female and 42,1% of male participating in our survey were with the ages of under 18, 18-22, 23-28, 29-40 and above 40 Apart from basic functions including voice calls, 90,7% respondents revealed that they used smartphones

to take pictures, update information and read news Besides, the number of people who used smartphones with the aims of taking pictures, playing games, working and entertaining were 62.6%, 51.4%, 46.7%, 6.5% respectively

- Users tended to purchase smartphones which meet their demands Through the survey, smartphones with powerful configuration and high resolution attracted 80.4% of customers In addition, 71% and 61.7% of buyers gave prominence to long-life battery and camera quality Demands including eye-catching design and others occupied 41.1% and 22.2% respectively

II/ Business background and Initiatives

Launching in Vietnam in October, 2018, up to now, Realme has accounted for 2.45% of the market share in Vietnam In past years, Realme took on lots of PR and marketing plans to develop in mobile phone market in Vietnam Realme got wide recognitions from Vietnamese (accounted for 56.1% in survey)

1) Initiatives 1: Brand awareness

- Description: In the next 4 months, we will carry out marketing plan to build brand awareness in cities and urban areas of Vietnam

Percentage of Realme awareness

Yes No

4

- Goal of initiative: Increase recognition from public

- Metrics to measure success: 5,000 will visit Realme fanpage per month, and get10,000 clicks from Google Display Network (GDN)

2) Initiatives 2: Increase market share

- Description: executive marketing strategy for new product (Realme X) andreinforce customer relationships

- Goal of initiative: Raise market share and sales volumes of Realme products(especially Realme X)

- Metrics to measure success: Increase by 1% - 2% of market share in mobilemid-range segment in comparison with a half-year

3) Initiative 3: Consolidate customer relationship.

- Description: Build and keep up with customers using Realme products

- Goal of initiative: Strengthen connection with clients to have loyal customers

- Metrics to measure success: expand Realme fans’community and gain loyalcustomers by customer service

Overview Realme X

- After the success of Realme 3 Pro in Vietnam, we are going to launch newproduct called Realme X This product offers a lot of new features which aretrendy in 2019

- Realme X has a Super AMOLED of 6.5-inch Full HD+ 2340x1080 pixelsdisplay that offers rich and vibrant colors, plenty of sharpness and excellentviewing angles This new product possesses trending features such as notch-free screen, pop-up camera and dual camera

- Moreover, Realme X comes with an optical in-display fingerprint sensor that isquick to register and unlock the device This smartphone is powered by aSnapdragon 710 chipset which is extremely fast and snappy and helps Realme

X perform well

- Besides, Realme X comes with VOOC technology 3.0, which supports rapidly

in charging up the battery from 0-100% in just 80 minutes It will be available

in two variants: 6GB of RAM/64GB of ROM and 8GB of RAM/128GB ofROM And Realme X comes in two space-inspired 3D colors: Space Blue andPolar White will amaze the eyes at first sight

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III/ Analysis

1) Industry analysis

- According to global market research company GfK, by the end of November

2017, total smartphone shipments in Vietnam reached more than 13.5 million,

an increase of 3.1 per cent over the same period of previous year Compared to last year, smartphone's growth this year is not high

- Vietnam smartphone market is said to reach saturation point and the level of

competition in the industry becomes higher and higher when there are nearly 20 phone brands sold in Vietnam

- However, major players of this field are still foreign brands and three brands

including Samsung, OPPO and Apple account for up to 75 per cent of market share of which only South Korea's Samsung holds 46.5 per cent

6

- Chinese mobile phone brands only had to spend five years to grab a high market share in the Vietnamese mobile phone market In the past in Vietnam, Chinese mobile phones meant low-quality products which imitated the designs of Nokia and Sony But now, as Nokia has sold its brand, and Sony is considering stopping making smartphones, Chinese brands such as Huawei, Xiaomi and Realme have emerged as a new power

- Commenting on the findings, Associate Director, Tarun Pathak said, “Even

though the Vietnamese smartphone market is increasing at a healthy pace, the local players are facing stiff competition from Chinese and Global counterparts, favorite the Chinese brands, which now hold around 39% of the market in Vietnam.”

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- The report noted that Xiaomi had only 1 percent of the market share in the

second quarter of 2017, but it surged to 5 percent a year later Overall, Chinese brands had a market share of around 39 percent in the form of Oppo (22 percent), Xiaomi (5), Huawei (5), another smaller names

- Two Asian brands - Samsung and OPPO - retained their leading positions in

Vietnam’s smartphone market in the fourth quarter of last year, according to the latest report from IDC Indochina

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- More than 15 million smartphones were purchased in the country in 2018

- Samsung led in terms of volume, with a market share of 34.5 per cent, followed

by OPPO with 23.6 per cent then Huawei with 6.9 per cent Samsung and OPPO have been locked in competition over recent years to secure even higher market shares The competition really heated up last September, when Samsung officially launched the Galaxy J7 Prime to compete directly with the OPPO F1s

in the mid-end segment of around VND6 million ($265)

- The Galaxy J7 Prime and OPPO F1s contributed significantly to growth in sales

at the two major mobile retailers in 2016 “Vietnamese consumers are persuaded

by the trendy functions of the two products, including selfie cameras, fingerprint sensors, fashionable design, and competitive prices,” said Mr Tran Nguyen Truc, Head of Telecom & Mobility Category at the Mobile World JSC (MWG)

a) Samsung

- Samsung is a South Korean multinational conglomerate headquartered in

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a trading company Over the next three decades, the group diversified into other areas including food processing, textile, insurance, security, and retail Samsung

shipbuilding industries in the mid-1970s

Samsung headquarters

- In Vietnam, not only selling phones, Samsung also built its ecosystem that manufactures and assembles smartphones in Vietnam through cooperation with South Korean and Japan's suppliers

b) Oppo

to as Oppo, is a Chinese consumer electronics and mobile communications

• 72% of the Vietnamese people own Smartphone

• 68% of the Vietnamese come online via smartphone more often than

computer

• 25% of the Vietnamese are frequent mobile internet users, engage in all

online mobile-related activities

• Many Vietnamese people own more than two Internet-connected devices,

as the national average is 1.7%

• 69% of The Vietnamese watch video and listen to music on their phone

every day

• Smartphone plays an essential part in the Vietnamese daily life A vast amount of the Vietnamese checks their mobile phone right after waking up

and spend over 2 hours a day on their phone

- Smartphone now exists everywhere in Vietnam, penetrate most parts of the country In major cities such as Hanoi, Ho Chi Minh city; The average adoption rate of smartphones is 6.5% per years

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- The Vietnamese are moving away from “big screen” and shifting towards

smartphones This can be explained by the rise of on-the-go lifestyle of

Vietnamese people, demanding for a more convenient device Furthermore, a

smartphone is far more accessible than a TV or any other personal computers

3) Target market

- Through the survey, which we collected from 107 people (57.9% female, 42.1%

male), most participants are from 18 to 22 years old with 44.9% and only 0.9%

in the group above 40 years old Therefore, it shows the mission of Realme “To

let more young people enjoy the happy life brought by beauty of technology”

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- As we can see, 71% responders are students and 25.2% are working, in that about 56.1%, which means 60 people out of 107 people know about Realme

In conclusion, we have 3 target groups of consumers:

- Group 1 (<18 years old): Students who don’t have ability to earn money and still rely on parents These consumers are interested in having trendy phones, low-budget, good quality for selfies, play games, listen to music and surf social media, etc

- Group 2 (18 – 22 years old): College students as well as Consumers in this group have the need to have stylish, low-budget, yet effective smartphones that can help with daily works

- Group 3 (>28 years old): middle age consumers that have disposable income as well as take care of their children Consumers in this group might not be an end-

< 18 31%

18 - 22 45%

23 -28 18%

29 - 40 5%

> 40 1%

Yes No

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user but demand having a stylish smartphone with high quality performance for their children as well as a second smartphone with reasonable price for their work

of tax avoidance becomes relatively popular

- Recently, in the supportive document for the program of expanding tax base and opposing to the loss of national budget of the Finance Department, People’s Committee of Ho Chi Minh city has proposed to impose tax on many of special products such as smartphones, beauty products and perfumes

- With an increasing in the FDI investments in this industry, Vietnam determines considerable influence in the map of smartphone industry of all over the world And through the US-China trade war, some global smartphone corporations

intend to move to Vietnam in order to avoid the tariff barriers

b) Social

- In Vietnam, smartphone is considered one of the most popular products

- However, the percentage of people who do not have smartphones is still high

- Vietnamese people are willing to pay the price

- Based on the statistical results of IDC, in the first quarter of 2017, Vietnamese people consumed up to 3.6 million smartphones In consequence, with this quantity of smartphones, Vietnamese people had no hesitation to spend more than 19.800 billion dongs, increased by 2000 billion dongs in comparison with

2016

- Despite the expensive prices, Vietnamese people chose to pay by instalments

in order to get it

c) Economical

- According to the analysis of GfK, in November of 2017, the total number of smartphones purchased in Vietnam was more than 13,5 million, increased by 3.1% compared with the same period of 2016

- The smartphone industry of Vietnam is now on top of the South East Asian (with Indonesia and Thailand) not only in terms of quantity, but also consumed

d) Technological

- If we take a look at the development of smartphone industry, it’s not difficult to realize the sensitiveness of the manufacturers They always change, renovate the technology, utilize the technological progress in order to enhance the productivity and raise immense benefits When the profits rise, they stimulate the manufacturers to develop new more products It is really fundamental trend

As a result, the supply will go up

- Recent users have gradually imposed heavy demands on screen experience Subsequently, there is a trend in which pop-up camera is utilized in order to provide customers with valuable experience Unintentionally, a technological race is created amongst corporations, later, not only is the technology similar, but also the appearance

5) SWOT analysis

a) Strengths

- Realme is a mid-range smartphone brand but has a stunning design with high display performance As a result, Realme has offered a lot of handsets with different designs and kept up with the youth trend

- Realme has placed customer service centres across nearly Vietnam This not only helps the customer easily approach after-sales service but also foster better relationship with Realme’s community

- Up to now, Realme has entered the markets of more than 18 countries such as China, India, Indonesia, Vietnam, Thailand, Malaysia, Pakistan, Egypt, etc In May 2019, we’ve launched in the Europe regions

b) Weaknesses

so far, it could be the choice limitation for the customers

running on ColorOS as the company has been sharing resources with our parent company Oppo

SoC which result in overheating in long-duration use

c) Opportunities

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- Vietnam has been at the high places in quality as well as quantity smartphone consumption in the Southeast Asia market, together with Indonesia and Thailand Mid-range smartphone segment, which the price is lower than 10 million VND, has the most consumption

- According to an analysis of International Data Corporation (IDC), there were about 3.5 million smartphones with the average price from 5 to 7 million VND contributed to Vietnam market only in the second quarter of 2018 Mid-range smartphone segment used to account for 27.3% of Vietnamese total smartphone sales in 2017

- Realme is contributed by Thegioididong, FPT and VienthongA which are having enormous retailer chains throughout the country As a result, despite being a new-comer contributing in this market in Vietnam, Realme has reached 2.45% in the market share after nearly one year, according to data by global market research company Gfk

- Realme Community in Vietnam (namely Realfans) are growing day by day in Vietnam There have been many beneficial activities for the community not only to foster the relationship with the customer but also to strengthen the prestige and the position in this competitive market

d) Threats

there has been a race among mid-range smartphone brands As a consequence, smartphone in this segment normally has many similarities not only in the design but also the feature technology innovation

- Recently, in the supportive document for the program of expanding tax base and opposing to the loss of national budget of the Finance Department, People’s Committee of Ho Chi Minh city has proposed to impose tax on many of special products such as smartphones, beauty products and perfumes

IV/ Marketing Mix

1) Product

- The product portfolio of Realme is quite rich in designing We only focus on smartphone and invest a lot in research and development of our designs, committed to offering powerful performance, stylish design and and catching trend