Target Audience Mobile Phone Users

AdvertisingAdvertising andand PRPR campaigncampaign AgendaAgendaAgenda

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 ResearchResearch HighlightHighlight MCAMCA serviceservice andand MobiFoneMobiFone 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% 10.0% 27.3% 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 SituationSituation AnalysisAnalysis MobiFoneMobiFone 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 MarketingMarketing EnvironmentEnvironment 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 MarketingMarketing MixMix ForFor MCAMCA serviceservice andand MobiFoneMobiFone 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). PRICE

The cost for sending registration message to 9232 is only 350 VND/message Monthly fee is 6.000 VND for using MCA service. You have to pay nothing out of mentioned fee.

PROMOTION Use many kind of media tool such as TVCs, print ads, internet to introduce MCA service Undertake sales promotions: free usage with 2 first launching months for every existing subscribers Co-promotion with other mobile handset providers like: Nokia, Samsung, Motorola PLACE

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 Segment: “Missed Calls Alert” will focus on target markets:

Businessman who often go on business. Some time they go abroad or go somewhere out of service (out of network – limited service). Officers who do not want to interrupt during meetings, seminar, conference Quiet people who often turn off their mobile phone when stay at home. Potential customers: who are going to use mobile phone MarketingMarketing StrategyStrategy ForFor MCAMCA serviceservice andand MobiFoneMobiFone MARKETING

Objectives:

Increase market share : to be the leading mobile phoneִ service provider in Vietnam (shift from 2 th position to market leader) by providing Missed Call Alert within 1 year of 2006, increase subscribers from 3.873 mil to 5.5 million

To increase sale of MobiFoneִ • 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 MARKETING

Strategies:

Undertake TET promotion program: Free 2 first monthsִ for all existing subscribers of MobiFone (provide this service automatically) in Jan and Feb 2006. Broadcast marketing (send message to all subscribersִ of MobiFone after 1 month launches MCA service). Undertake 6 months advertising campaign to informִ existing and potential customer of MCA as a new value added service of MobiFone Conduct PRs activities: sponsor for “Gap nhau cuoiִ tuan” program on VTV3 Saturday 10am Ads

Media Marketing Strategy PR

Creative AdsAds campaigncampaign ForFor MCAMCA serviceservice andand MobiFoneMobiFone ADVERTISING

Objectives :

To inform existing and potential customers of MCA asִ a new value added service of MobiFone, and some sales promotion program increase customer awareness of MobiFone as a leading operator in VN To persuade customers to use MobiFone and MCAִ service To highlight the diversified characteristic of MobiFoneִ as the best network with diversified value added services ADVERTISING

Strategies:

,Use traditional media channels: PrintAds (Poster, leafletsִ some newspapers and margazines LaoDong, TienPhong, Tuoitre) 5 times and TV commercials Co-branding program with Nokia, Samsung, Motorola withִ 4 months campaign from Jan- May 2006 Send message through broadcast channel to exisitingִ customers, 4times/2months from Jan 2006 months advertising campaign on MobiFone website 6ִ from Jan 2006 Matching posters to MobiFone outlets and mobile handsetִ outlets in some big cities and provinces: Hanoi, Haiphong, HCM, Danang, Nhatrang, Dongnai PRPR campaigncampaign ForFor MCAMCA serviceservice andand MobiFoneMobiFone PUBLIC RELATIONS

Objectives:

Increase the awareness of general pubic especiallyִ mobile phone user segment on MCA service and MobiFone as a useful service of a best network in Vietnam

To strengthen favourable positive image for MobiFoneִ PUBLIC RELATIONS

Strategies:

Sponsor for “Gap nhau cuoi tuan” program on VTV3 at 10am ִ Saturday, 6 months campaign from Jan 2006 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 ִ CreativeCreative ForFor MCAMCA serviceservice andand MobiFoneMobiFone CREATIVE

Objectives:

To describe to the target market of MobiFone the majorִ benefits of the MCA service and MobiFone brand

,To enhance the MobiFone brand image: the best technologyִ best quality and best customer care service network in Vietnam

To drive customers attention to MCA and MobiFone serviceִ CREATIVE

Strategies:

For Print ads: show poster introducing MCA, showִ MCA and MobiFone users are excited about the service

For TV commercials: script about 2 funny situationsִ showing how MCA service helps customers PRINT ADS - Poster

Objective Introduce MCA service

Target audience Mobile phone Users

Message Help you keep in touch with others Tagline Better Late than Never Designed by our group PRINT ADS - Poster

Tagline Everything will be OK if you have MCA

Banner MediaMedia ForFor MCAMCA serviceservice andand MobiFoneMobiFone MEDIA

Objectives:

To reach the mobile phone users nationwideִ (existing customers of MobiFone, Vinaphone, Vietel)

To reach the new customers in nationwideִ MEDIA

Strategies:

,Publish print ads in some newpapers: Laodongִ Tienphong, Tuoitre within 3 months from Jan 2006

,Put 2 billboards/cities on some big cities: Hanoiִ HCM, Danang

TV commercial: 30s TV commercial on VTV3 afterִ “Gap nhau cuoi tuan” program for 6 months 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 !!!