Direct marketing activities for Phuc Kich game product of VTC Mobile Joint Stock Company in Vietnam

GRADUATION REPORT
Subject: Direct marketing activities for Phuc Kich game product of VTC Mobile
Joint Stock Company in Vietnam

Instructors:    Ms. Corine MONTOYA
Mr. Nguyen Hoang Giang
Class:

CN17.Mar2

Student:      

VO Hoang Yen

Date of birth: 25/03/2002


Acknowledgement
In order to complete this essay and have a successful file implementation process, in
addition to my own efforts and applying the learning knowledge used during the 3 years at
the Thuong Mai University, I was also helped by many people.
Thank you to Ms. Corine Motoya for having more detailed instruction sessions on
report making and for explaining more things I did not understand so that I had an overview
and know how to make this report completely. more fine-tuned
I would like to thank Mr. Nguyen Hoang Giang - my instructor during my internship
for guiding me to choose the right topic and guiding me through the tools to complete this
report.
Thank you to Mr.Nguyen Phuc Vuong for guiding me at the internship so that I can
get a good job and experience during my internship.
In the process of making the thesis report, if there are any mistakes, I hope the jury
will have comments to help me improve.

Best regards.


Reasons for choosing the topic
Playing online games has probably become one of the most popular entertainment
games among schoolchildren, students and many office workers alike. The strong
development of the Internet as well as mobile technology in Vietnam in recent years has
made online games more and more open and made it an indispensable entertainment game
for many people. .
However, the online game market in Vietnam is also facing great challenges. Firstly,
most of the games being released are imported games from abroad. The publisher's revenue
must therefore be shared with partners. Besides, because it is an imported game, the content
of some games is not suitable for Vietnamese culture. That's why there are many opinions
that we do not really have a game industry in the true sense. Second, the fierceness in the
online game business has really begun, which is typical of the fact that not all games
imported into Vietnam are successful.
With the outstanding development trend of the online game industry along with the
increasingly outstanding progress of Internet Marketing, users can clearly see the drastic
change in the way developers approach players. operating Game Online in Vietnam in the
past 5 years. Currently, in Vietnam, there are only two big game companies, VTC mobile
and Vinagame VNG, that produce games and initially export games to the international
market. A series of activities bombarding traditional advertising, PR on social networking
sites, forums and a number of other forms ... we can see that companies have applied very
popularly and quite effectively Internet activities. Marketing into your business model.
And in fact, for VTC's PhucKich game product, it has built a fairly large Fanpage as
well as available the basic foundations of an online game in the Vietnamese market, now
with the development trend of the Internet, People's entertainment needs are increasing, so I
feel it is necessary to seize the opportunity and promote marketing activities for the game at
this time. The marketing tool I choose is Online Marketing, specifically the social network
Facebook and on some Game Forums

TABLE OF CONTENTS
Acknowledgement...................................................................................................................2
Reasons for choosing the topic...............................................................................................3
I. Introduction about VTC Mobile and Phuc Kich game products....................................5
1. Company introduction:......................................................................................................5
2. Products.............................................................................................................................5
II.Analysis of the environment..............................................................................................7
1. Macro environment analysis..........................................................................................7
a. Political..........................................................................................................................7
b. Economic.......................................................................................................................7
c. Social.............................................................................................................................7
d.Technological.................................................................................................................8
e. Legal..............................................................................................................................8
2. Micro-environment analysis...........................................................................................8
a. Targeted customer:........................................................................................................8
b. Competitors:..................................................................................................................8
c. Pressure from suppliers.....................................................................................................8
d. Company organizational structure:................................................................................9
3.SWOT:............................................................................................................................10
II.Activities during the internship.......................................................................................11
1. Missions overview:.........................................................................................................11
2. Details of the job in charge.............................................................................................13
III. Results of the internship:...............................................................................................22
1. The results of the tasks:...................................................................................................22
2. Experiences gained during internship:............................................................................23
3.Difficulties encountered during practice..........................................................................25
4. Some personal solutions and suggestions.......................................................................25
CONCLUSION.....................................................................................................................31

I. Introduction about VTC Mobile and Phuc Kich game products
1. Company introduction:
VTC Mobile Services Joint Stock Company (abbreviated as VTC Mobile) is a
member unit of Vietnam Multimedia Communications Corporation - VTC. VTC Mobile was
established in 2009, operating in the field of digital content industry, one of the three
spearheads of TMT (Technology - Media - Telecom) being developed by VTC in the overall
strategy "COMMUNICATION ECONOMY" “DIGITAL KNOWLEDGE”.
As a subsidiary of the leading telecommunications corporation in Vietnam, VTC
Mobile has inherited more than 20 years of experience as well as a solid foundation in
branding and synergy. Along with a professional, young, dynamic and enthusiastic team,
VTC Mobile has quickly achieved many successes in the fields of: game publishing, game
production, social networking, electronic payment, training. technology and digital content,
online education...
- Mission & Core Values
"Pioneer for Vietnamese mobile life"
As technology develops, digital life becomes closer and becomes an indispensable
part of modern society. Understanding that, and at the same time seeing the development
potential of technology and digital content in Vietnam, along with inheriting the experience
and results from VTC Corporation's long experience in this field. VTC Mobile has
determined for itself the task of becoming a pioneer organization in building and developing
digital life, especially entertainment services, utilities, mobile connectivity, contributing to
improving the quality of life. quality of life of Vietnamese people.
With 5 core values:







Pioneering technology, creating markets
People are the key factor
Creative and dynamic
Teamwork and unity
Share and collaborate

2. Products
Phuc Kich is a game following the trend of Esport, is an electronic sport with a
clearly defined form of competition like in sports, the rules of determining victory and defeat
are strictly regulated. E-Sports is different from regular games in that it requires gamers to
think in competition, practice skills, ability to combine with teammates and have a sports
spirit.


Phuc Kich is MMOFPS (it's an acronym for Massively Multiplayer Online First
Person Shooter, a multiplayer first-person shooter genre, where players compete their talents
through Rooms, each of which consists of 8-12 rooms. people, games of this genre often
have a diverse arsenal of weapons, even with some games including tanks, helicopters and
fighters. and character level doesn't matter) developed by Crytek.
The difference of Phuc Kich is that gamers can play on the Web platform, however,
before that, they still have to download the installation version to their computer. In addition
to owning a beautiful and eye-catching graphics platform, Phuc Kich, although a shooting
game, requires teamwork and high coordination between players. The game owns a diverse
and interesting mission system, divided into 2 types, "Normal" and "Professional" with the
main forms being map crossing, target hunting, building defense or escorting.
Due to the nature of an online game, players anywhere can participate in the game at
any time as long as there is a network and a computer with a pre-installed client.
Phuc Kich is completely free to all players. But to achieve a high level or a different

level, you will have to pay a cost for extra items in the game through coin recharge
(converted from vcoin - VTC's main currency system).

(Poster on Phuc Kich’s Website)
II.Analysis of the environment
1. Macro environment analysis
a. Political
Vietnam is currently being evaluated as a country with a stable political background
regulation, security, social order and national defense are maintained, the legal system is
completed, the economic environment develops dynamically. This is a very important


premise for fast and sustainable socio-economic development, improving the attractiveness
and Vietnam's competitive position, especially in the current international political context
many uncertainties and complications. The increase in foreign investment, international
economic cooperation in Vietnam due to political stability will be an important factor
promoting the growth of television and mobile services. This is a good condition for VTC to
have the opportunity to cooperate with major partners in the world to improve
competitiveness as well as provide service for partners

b. Economic
The development of the economy has a great influence on the demand for different
types of products services in general, including television and mobile services. Economic
factors affecting the strategic planning of VTC include: economic growth rate, inflation,
fluctuations in prices and exchange rates.
c. Social
•Population:
As of December 31, 2022, the population of Vietnam is estimated at 99,329,145
people. The number of men is 49.61 million people, accounting for 49.9%, (Source:
Among them, young people account for about 60%.

The large population as analyzed above is a very favorable condition for service
deployment as well as market expansion of VTC.
•Income
In 2022, Vietnam strives to achieve a GDP per capita of about 3,900 USD. People's
living standards are increasingly improving, helping people have access to increasingly
diverse and rich entertainment services.
d.Technological
Along with the advancement of science and technology, the entertainment industry
develops relatively quickly and there is always a breakthrough in technology, standards and
technologies are constantly born to overcome the limitations of the industry current
technology and meet the needs and experiences of users.
Therefore, choosing the right technology and investing in equipment will ensure the
improvement of quality and user experience. Therefore, technology is a very important factor
for the development and market expansion of VTC.


e. Legal
Most recently, on July 15, 2013, the Government continued to issue Decree
72/2013/ND-CP on management, provision and use of Internet services and online
information, which officially took effect on June 15, 2013. On September 1, 2013, Circular
60/2006 was annulled. Accordingly, the Government will again license the release of online
games in Vietnam with very specific regulations on the content and script of licensed games.
The Decree also sets forth strict regulations, limiting the negative effects of games on social
life.
Game Phuc Kich of VTC has been licensed and approved, always ensuring the
provisions of the law.
2. Micro-environment analysis
a. Targeted customer:
Male, 18 - 30 years old, loves playing games and has a hobby of experiencing FPS
Game lines.

b. Competitors:
In Vietnam, in addition to products such as Special Hero, Fast Squad, etc. of three
major publishers, FPT Online, VTC game and Vinagame, Raid with attractive gameplay has
surpassed to become a game game. Online shooting is very successful. The game has created
a craze and created a trend about shooters over the years in Vietnam. Although the same
company VTC, but Raid is a game product of the subsidiary VTC Intecom (also known as
VTC Game). With the super product Ambush, VTC Mobile is hoping to attract many players
to compete with the FPS game Raid.
c. Pressure from suppliers
The pressure from suppliers is increasing, requiring VTC to strongly increase its
initiative in ensuring a stable, quality and effective supply.


d. Company organizational structure:

Advantages and disadvantages of the organizational apparatus

-


-

Advantage:
The parent-subsidiary company form has great capital advantages, rapidly
expands the scale of production and business, innovates technology, improves
product quality, and meets the requirements of the market.
Ability to concentrate, harmonize capital, overcome limitations and lack of
capital of each separate unit, enabling subsidiaries to raise capital internally
with lower cost of capital. compared to the market.
Defect:

Being dominated by the parent company, so the autonomy in the operation of
the subsidiaries is still limited, so sometimes the subsidiaries will not operate
as efficiently as separate companies.
In the course of operation, conflicts may arise between the subsidiary and the
corporation because some of the subsidiary's activities will benefit the
company but not the whole parent-child combination. It could be a product
development conflict new products, product strategy…

3.SWOT:
Strengths (S)

Weakness (W)


1. Having technical and
technological advantages and scientific
research ability.

1. There are still some technical
errors when operating the game, leading to
reduced competitiveness.

2.The ability to research and develop
advanced product platforms with reasonable
prices

2. Large number of employees,
inefficient use.

3. Young staff

4. Online game platform and large
customer base
5. Large-scale distribution, warranty
and customer consulting system.
6. Powerful, wide and effective
communication channel.
7.Have a close relationship with
major domestic and foreign partners

(O) Oppoturnity
1.Vietnam market is large, there are
about 3.99 million gamers and more than
60% are between the ages of 18 and 30.
2. With the development of
technology, the number of Internet users
and entertainment demand has increased
sharply

Threat (T)
1. Great competitive pressure from
strong competitors such as VNG, VietNam
Esports has penetrated the market and used
new technology.
2. Increasing demand for the quality
of online game services of customers
3. Events of rapid technology change
and consolidation
4. Diversity of suppliers, easy to join
VTC's distributor system
5.Online games still have some

negative effects on users.


II.Activities during the internship
1. Missions overview:
My internship took place from 01/03/2023 to 01/06/2023
Position: Marketing intern
Department : Online game room


Content writing

At the company where I execute the file, I take on the task of writing content and
posting it on Facebook, the website of the game I work for. And this is also the job where I
spend the most time in the file execution process and also the job that gives me the most
useful experience.
Content is very important in attracting customers, increasing access every day, I have
to come up with new ideas about content, images, special events, upcoming discounts so that
it is appropriate for the time. Along with that is to support team members to come up with
ideas for advertising campaigns.


Select message and form of forum seeding:

Type of forum used:
Gamevn, Voz, Vzoom, Exquisite, etc.: this is a place where a lot of gamers visit every
day to find information, ask questions and debate about problems that occur while playing.
Moreover, these forums have been around for a long time and are reputable, trusted and
shared by many people.
Along with seeding at the large and small forum, Phuc Kich's team also makes use of

commenting on news sites such as gamek, game8, playpark, game4v... to create more
attraction.


Manage Facebook account

The second task that I undertake is manage Facebook account. Fanpage management
work includes the process of monitoring and operating Facebook Fanpage.


It involves tasks such as creating content, responding to comments, processing
messages, monitoring and analyzing performance, and building interactive relationships with
users. The main goal of this work is to establish and maintain a positive brand image and
wide presence by interacting with followers, providing valuable content and fostering a sense
of community. It is an integral part of modern digital marketing strategies, allowing
businesses to connect directly with their target audience and build a loyal customer base.


Manage group members on facebook

Group facebook is a place where members can share feelings and exchange to create a
community that loves this game. Group management includes moderating members, posts,
sharing new information for members. Maintaining group activity will increase interaction
and retain potential customers.

( Official Group )

2. Details of the job in charge
a. Content writing
Every day I have the task of creating content for about 2-3 articles on the Facebook

platform and can also take advantage of it for the Website platform. Usually every weekend I


will receive requests in the coming week such as: The schedule to post about the new event
includes new offers, characters, and items in the game, and I have to arrange the time and
content so that it is reasonable and then have a meeting with the designer because under each
post will be accompanied by vivid images that match the content.
Before posting, I also have to come up with ideas about sentences, images, and later
through the manager.
Our target customers are men, aged 18-30, so often with each post, use simple words,
right to the point to be mentioned, do not use words that are too fancy, flowery, indirect
writing. With each post only about 5-7 lines with the right focus of the content set out with
links to support downloading games for Appstore, Android,website, official group, group for
VIP customers.

(A
posts
events

few
about
and

promotions )
In addition to game-related posts, the fanpage also regularly publishes humorous and
witty side content articles to bring relaxing moments to fanpage members. Another purpose
is also to avoid saturating the content of the page when continuously posting the same news
but still ensuring the amount of interaction between members and the fanpage

( Funny Image )
A few notes about the job:
-

-

-

In order to get the content that meets the requirements set by the leader, I have
to spend time researching about the target customers, the target audience of
each strategy, which events need to be promoted more and arrange the time
appropriate posting tiap.
Keywords are also an important factor to drive reach. The content posted is
concise, to the point, and especially must contain important keywords because
it is a decisive factor in the article coming to search customers.
Along with the status lines are images, I have to coordinate and support the idea
with the visual design team so that the text and images combine perfectly,
attractive and vivid. The images are often colorful, combined with characters
and accessories in the game. Especially the images for events and promotions,
attractive images, new viewers stop reading the content and click on the link to
access the game.
In addition, there should also be consistency in each post, because this work is
done by the team, it is also necessary to have consistency between the posted
content to avoid having too many expressions appear on the page.
Need to update new trends quickly to make the post more attractive, avoid
boring, outdated


(Interactions on Story)

( Likes and comments on a Facebook post )
b. Manage Phuc Kich official Facebook account - VTC Game:
The content of the fanpage is very complete and detailed, from the information
section (About) with all the most basic information such as the publisher's address, user
support phone number, email address, official website. , with some information of the game
along with the awards the game has won,...


( Official Fanpage )
Not only creating content for the fan page, but I also have the task of managing, acting
as an admin in the game's official account.
I feel lucky because I manage a large fan page, have a high number of followers, my
job is to maintain customer interaction and attract new customers, monitor the process. reach
after everproces.
To maintain engagement and attract new customers we have a timeline of posts as
folltim.
-Number of posts: 2-3 posts a day
-Time: 12h00-16h00-20h00
12.00, we will usually post some entertaining content to increase interaction
16:00 will post content about outstanding things, recalling some ongoing events in
the game
20:00 is a golden time to pull interaction on articles as well as game time because this
is the time when many people get to rest, so they will focus on posting about upcoming
events, promotions, incentives.


The division of the number of posts and the specific posting time plays an important
role in maintaining a fanpage because if you post too little, you will lose interaction, not
attract customers or post too much will also cause trouble and not attractive about the time I
chose the time frame with high traffic of the day.

In addition, I also have to report on the performance of the whole fanpage, including:
analyzing data on the number of followers, the number of interactions through each post to
make certain adjustments to the content.

Facebook Page Likes
126.534

Age&Gender
60%
50%
40%
30%
20%
10%
0%

18-24

25-34
Male

35-44
Female

45-54


Facebook Page visits
71.434 ↑ 12,9%
30000

25000

20000

15000

10000

5000

0



Reply comments:

Customer comments also have many categories such as: need advice, answer
questions about events, discounts, items, new characters in the game or complaints about
slow recharge, errors while loading, game errors, game maintenance,... so for each type of
customer comments I have to have different ways of replying, usually my side will not use
automatic messages to increase interaction with customers

.


( In Vietnamese)

( Reply to customer comments )

c. Select message and form of forum seeding:
The use of Forum seeding tool in the following forms: