Tài liệu Advertising and PR campaign of Mobifone docx

RESEARCH HIGHLIGHT Research objectives: = To launch new service of MobiFone cal "Missed call Alert’ = lo learn how customers perceive about MobiFone brand and assess brand position

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Mobi¥one

7D mại lúc mọi nơi

Advertising and PR campaign

INTRODUCTION = The company Vietnam Mobile telecom Service (VMS)

established in 1993, VMS is joint venture between VNPT and Comvik (Sweden)

= 3 main centers: the First Center (North), the Second Center

(South) and the Third Center (Central)

= Nearly 1500 staffs at nation wide

= The main service of VMS is Mobile telecom service with 2

kinds of services: prepaid and postpaid

= Beside those 2 main services, VMS also provides a lot of

value-added services like SMS, voice mail, GPRS, MMS,

and many others

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Source: www.mobifone.com.vn

Research Highlight

MCA service and MobiFone

Missed Call Alert

Better Late than Never

RESEARCH HIGHLIGHT

Research objectives:

= To launch new service of MobiFone cal "Missed call Alert’

= lo learn how customers perceive about MobiFone brand and

assess brand position

> To find out about service usage that can help in building

Marketing promotion, ads & PR campaign

Method used in the Research:

Quantitative Research Method:

= Based on the research's objectives, we created questionnaires to

find out some information related to service

= We send questionnaires to 100 peoples whose ages range from

20 to 65

Qualitative Research

=> 5 in-depth interviews The purpose was to discover the

psychological nature, motivations and reasons behind customer

attitudes and behavior toward new services.

18% use Vietel

Y 64% want to try the service even if they have to pay

v 29% only want to use the service if it is free

v 5% say they don’t want to try it

RESEARCH HIGHLIGHT

Ad messages of Mb services provider remind you the most

Ad messages of Mb services provider

remind customer the most

13%

STRENGTHS

> One of the biggest mobile service provider in Vietnam

It is the first comer in Mobile telecom service market at Vietnam

Presently, MobiFone stand in Second position in mobile service

sector, its account for 42° marketshare

> Have a strong brand name (good image) in the mobile market

> Have a wide coverage network in Vietnam (1350 BTS, with the coverage of 64/64 province)

> Wide International Roaming Service (5/7 countries)

> High technology, big investment for technology

> More value added services for users, highest quality of voice& call

> Best customer care services

> Good at management and also have strong human resource

Source: www.saigontimesweekly.saigonnet.vn

WEAKNESSES

> Relatively high price: Do not count small block like Vietel, S-

Fone is 6 second for a block

> Have not got wide network (BTS) like Vinaphone This thing

prove the reason why Vinaphone has more users than

MobiFone

> MobiFone is under government and VNPT influence

sometimes, MobiFone can not do what they want although

these decision can make more benefits for customers

OPPORTUNITIES

> Demand for mobile service is increasing: when living

standard increasing and demand for communication of

people much higher This is good opportunities for mobile

service

> The economic integration: MobiFone will cooperation with

some mobile network in many countries to implementing

“International roaming service’

> Low density : around 11% (estimated figure of 2005)

> Mobile phone users wants more value added not only make

phone call, send or receive message

THREATS

> Tough competition: At present, MobiFone has to deal with a lot

of competitors in telecommunication industry Some big competitor has good technology infrastructure like Vinaphone,

competitor with strong finance source such as Vietel, VP Telecom

> Price are controlled by Gov, so there will a trend that, all mobile

services providers seem to competed by value added services

MARKETING ENVIRONMENT

¢ Political - Legal:

— MobiFone has deeply influence by Gov't and VNPT

— Some regulations, decision create disadvantages for MobiFone

— Influenced of liberalization in Telecommunication market

— More opened policies from Gov on Telecommunication sectors

¢ Economic:

- High economic growth rate

- GDP per capita

Year 2000 2001 2002 2003 2004 GDP $402 $415 $440 $482 $510

(Source: General Statistic Office website: )

> GSM technology: Vinaphone, MobiFone,

Vietel, VP telecom

> CDMA: S-Fone, VP telecom

> 3G: Hanoi Telecom

Source: www.vnpt.com.vn

MARKETING ENVIRONMENT

¢ Competition:

MobiFone have to compete with several competitors

in mobile phone sector:

MCA service and MobiFone \

Missed Call Alert

Better Late than Never

PRODUCT

Y Description: Missed Call Alert (MCA) is a service that will help

you keep in touch with people even when you are out of service

The detailed information is that, if you use MCA service, when

your battery runs out, when you are out of network coverage, or

any reason make you switch off your phone, you will be informed

with a message A short message includes all information

relating to people that have made a call to you: their phone

numbers, the called time, how many times they called you

\issed Call Alert

PRICE

Y The cost for sending registration message to

9232 Is only 350 VND/message

Y Monthly fee is 6.000 VND for using MCA service You have to

pay nothing out of mentioned fee

PROMOTION

v Use many kind of media tool such as TVCs, print ads, internet

to introduce MCA service

v Undertake sales promotions: free usage with 2 first launching

months for every existing subscribers

Y Co-promotion with other mobile handset providers like: Nokia,

samsung, Motorola

PLACE

v It is very convenient for customers to register and

use MCA service, no need to go anywhere or

bring anything to show to register, you can register

by yourself through the system Its automatically.

TARGET MARKET PROFILE

Target Seqment:

“Missed Calls Alert’ will focus on target markets:

_]JBusinessman who often go on business Some time they go

abroad or go somewhere out of service (out of network —

MCA service and MobiFone\

Missed Call Alert

Better Late than Never

IATo increase sale of MobiFone

¢ From the main service of phone call: increase 25-30% call volume in 2007

¢ MobiFone try to get more new subscribers from other

mobile network thanks to value added service, around 300.000 subscribers

for all existing subscribers of MobiFone (provide this

service automatically) in Jan and Feb 2006

ANiBroadcast marketing (send message to all subscribers

of MobiFone after 1 month launches MCA service)

ANiUndertake 6 months advertising campaign to inform

existing and potential customer of MCA as a new value

added service of MobiFone

ANiConduct PRs activities: sponsor for “Gap nhau cuotl

tuan” program on VTV3 Saturday 10am

Marketing Strategy

MCA service and MobiFone \

Missed Call Alert

Better Late than Never

ADVERTISING

_ÌObjectives:

AITo inform existing and potential customers of MCA as

a new value added service of MobiFone, and some sales promotion program increase customer awareness of MobiFone as a leading operator in VN

AITO persuade customers to use MobiFone and MCA

service

AITo highlight the diversified characteristic of MobiFone

as the best network with diversified value added

ADVERTISING

LI Strategies:

AlUse traditional media channels: PrintAds (Poster, leaflets,

some newspapers and margazines LaoDong, TienPhong, Tuoitre) 5 times and TV commercials

A|lCo-branding program with Nokia, Samsung, Motorola with

4 months campaign from Jan- May 2006

AlSend message through broadcast channel to exisiting customers, 4times/2months from Jan 2006

Al6 months advertising campaign on MobiFone website from Jan 2006

AiMatching posters to MobiFone outlets and mobile handset

outlets in some big cities and provinces: Hanoi, Haiphong,

HCM, Danang, Nhatrang, Dongnai

MCA service and MobiFone

Missed Call Alert

Better Late than Never

AITo strengthen favourable positive image for MobiFone

Roadshow campaign about MCA and MobiFone in some key

cities: Hanoi, HCM, Danang, HaiPhong on Tet occasion

Product publictity: the best Tet wishes message contest on Jan 2006 during TET holiday

Giving TET gifts for children at SOS school on Tet occasion

MCA service and MobiFone \

Missed Call Alert

Better Late than Never

CREATIVE

LI Objectives:

IAITo describe to the target market of MobiFone the major

benefits of the MCA service and MobiFone brand

LATo enhance the MobiFone brand image: the best technology,

best quality and best customer care service network in Vietnam

IAITo drive customers attention to MCA and MobiFone service

CREATIVE

LI Strategies:

AlFor Print ads: show poster introducing MCA, show

MCA and MobiFone users are excited about the

service

AlFor TV commercials: script about 2 funny situations

showing how MCA service helps customers

PRINT ADS - Poster

mobiconeprepait | Missed Call Alert j +

In touch with others

Tagline Better Late than Never

our group

PRINT ADS - Poster

⁄ KhsgU Call Alert

Designed by our group

PRINT ADS - Poster

CL ou want to know who called you when uouwr mobile phone

can not received ineoming eall because:

be OK if you

have MCA

Designed by

our group

© sack - - |MỊ 2) CA p- Search 5) 2 Favorites €4) + te eal Load á WB 3%

New user? & Register hes

For interests of safety and information security of

"ì AcHuaG 44, www mobifone.com.¥n of MobiFone,

0903721849 subscriber becomes the most luckly

winner in the Lucky Draw I of the Ford Focus 1.8 AT

auto worth USD 37,300 run by MobiFone

MCA service and MobiFone \

Missed Call Alert

Better Late than Never

MEDIA

_ÌObjectives:

(existing customers of MobiFone, Vinaphone, Vietel}

Conclusion

¢ Throughout market research, we saw that almost

people would like use Missed call Alert service

¢ MobiFone should use various media tools introduce

new service MCA as well as strengthen MobiFone

brand, image

¢ Provide MCA service in TET holiday is good time to

achieve best result

THANK YOU FOR YOUR ATTENTION !!!

QUESTIONS