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- Advertising and PR campaign
- Agenda
1. An overview of MobiFone
2. Research Highlight
3. Marketing Environment
4. Situation Analysis (SWOT analysis)
5. Marketing Mix
6. Marketing Strategy ( Ads, PR, Creative, Media)
- INTRODUCTION
The company Vietnam Mobile telecom Service (VMS) was
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.
- Coverage Network
Nationwide (64 provinces)
Base Transceiver Station
1350BTS
International Roaming Service
Agreement with many
networks in 57 countries
Subscribers
3.87 Millions
Source: www.mobifone.com.vn
- Research Highlight
MCA service and MobiFone
- RESEARCH HIGHLIGHT
Research objectives:
To launch new service of MobiFone cal "Missed call Alert"
To 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.
- RESEARCH HIGHLIGHT
• Findings
33% of interviewees use Vinaphone
37% use MobiFone
12% use S-fone
18% use Vietel
64% want to try the service even if they have to pay
29% only want to use the service if it is free.
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
40.0%
30.0%
20.0% 27.3%
27.3%
10.0% 36.4%
0.0% 9.1%
Mb phone S1
Vnphone
Sphone
Viettel
- RESEARCH HIGHLIGHT
22.2%
38.9% Sound • People impress ads
Images message by:
Content of Services
38.9%
The most useful way of recieving new
information of VAS
13%
0% Mes
TV Ad
13% News
49% Workshop
25% From close friend
- Situation Analysis
MobiFone
- 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 (57 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
- 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: www.gso.gov.vn)
- MARKETING ENVIRONMENT
• Technology:
Vietnam Telecom Industry has 3 kinds of
technology, each technology has different
advantages.
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:
Vinaphone
Vietel
S-Fone
VP Telecom
Hanoi Telecom
Source: www.mobifone.com.vn
- Marketing Mix
For
MCA service and MobiFone
- PRODUCT
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
For using this service you have to register (send a message to
Service Center).
nguon tai.lieu . vn
