foreign language department principal marketingessay foreign language department principal marketingessay tiểu luận phân tích chiến lược nhãn hàng vinaphone

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<b>FOREIGN LANGUAGE DEPARTMENTPRINCIPAL MARKETING</b>

<b>ANALYZE THE VINAPHONE BRAND</b>

<b>Lecturer: Professor Le Thi Hong Minh</b>

Ho chi Minh, Tuesday ,October 15, 2023

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<b>ĐẠI HỌC UEHKHOA NGOẠI NGỮ</b>

<b>Môn: MARKETING CĂN BẢN</b>

<b>PHÂN TÍCH CHIẾN LƯỢC NHÃN HÀNG VINAPHONE </b>

Người thực hiện: Nguyễn Ngọc Đức GVHD: GsThs .Lê Thị Hồng MinhKhoá học: VB25.1AV01-VB2TTP3/K25.1Mã khoá học: MAR50316101

Hồ Chí Minh, ngày 15 tháng 10 năm 2023

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1. A concise business overview about Vinaphone2. Characteristics of prospective clients of Vinaphone3. The product portfolio of the brand of Vinaphone4. Pricing bundles of brand-name products of Vinaphone5. Distribution channels for Vinaphone brands6. Vinaphone Brand marketing strategies6.1 Target market segment and positioning Brand

Target market segmentPositioning Brand6.2 Product Strategy 6.3 Price Strategy6.4 Mix Promotion Strategy6.5 Distribution Strategy

<b>Summary</b>

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<b>Corporate Structure:</b>

VNPT owns eight state-affiliated companies, eight joint ventures and 13 other subsidiaries.Vinaphone is one of the biggest mobile networks in Vietnam which is owned by VNPT, witharound 29,7 million mobile subscribers.

<b>Report on business activities Vinaphone</b>

- As of December 2022, VNPT VinaPhone serves nearly 30 million mobile subscribers, more than8 million fixed broadband subscribers and 4.5 million MyTV television subscribers nationwide.and provides VT-IT services for hundreds of thousands of businesses nationwide.

- Important growth indicators for 2022: Labor productivity increases by an average of 8.53%/year;After-tax profit margin on equity grew by an average of 39.2%; Payment to the state budgetincreased by an average of 4.5%; Profit before tax grew by an average of 12.1%; Total revenuegrew by an average of 4.6%; Average income increased by 9.3%/year.

The potential merger with company MobiFone, if approved by the government, wouldsignificantly boost its position in the Vietnamese mobile market.

<b>2. Characteristics of prospective clients of Vinaphone</b>

There are 2 easily recognizable customer groups:

- Group of customers loyal to the network: The influence of the group. This customer is pricesensitive or promotions are not tall. And card sales and postpaid fees from loyal customers willaccount for it a very large percentage of sales compared to the group of disloyal customers.This group of customers are mobile users for business and creative purposes brand, maintainingbusiness relationships, or civil servants and people in organizations officials, older people, usually20 years old or older, capable of generating their own income import. This group of customers isvery loyal, they often use fixed SIM numbers and numbers Only 1 subscriber number. However,sometimes they also use another subscriber number other than business purposes or maintainingrelationships but still maintain the main number.

Customer groups like to use multiple SIMs, numbers, and subscriptions: Revenue from work

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Selling sim cards to these customers is huge, but the revenue from selling top-up cards andcharges Pay later is very little. Although they also have fixed numbers to maintain contact but verySensitive about rates and promotions, often using multiple SIMs Take turns to enjoy promotionsand low fares. Characteristic is the group Students, students, very young, not yet generatingincome or having income low, no business. This is also a danger to network operators problem ofjunk sims and burned numbers. *

<b>3. The product portfolio of the brand of Vinaphone</b>

Vinaphone mobile, internet, MyTV and VNPT's information technology services<small> .</small>

<b>4. Pricing bundles of brand-name products of Vinaphonea. VD90 package:</b>

-Free: 1500 minutes on-net (calls under 10 minutes) - 30 minutes off-net 1GB/day-Includes 1, 3, 6, 12month packages, 1 month package 90,000 VND - 30 days

<b>b. YOLO70 package: </b>

1 GB data/day (out of capacity, stop accessing).

-Includes 1, 3, 6, 12 month packages, 1 month package 70,000 VND - 30 days

<b>c. VD120N Package </b>

(calls under 10 minutes) -50 minutes off-network - 1.5 GB/day

-Includes 1, 3, 6, 12month packages, 1 month package 120,000 VND - 30 days

3 kind of this will be (multiply the number of months and the amount for the remaining packagesrespectively)

<b>d. HOME NET 2+ package</b>

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<b>e. HOME BIG 2 ORANGE OUTDOOR</b>

Internet connection speed 150Mbps

Equipped with 01 Wifi Mesh 5 +01 Outdoor Camera

HOME BIG 2 CAM OUTDOOR (inner city of Hanoi & Ho Chi Minh City)1,860,000 VND - 7 months

HOME BIG 2 CAM OUTDOOR (Outskirts of Hanoi, Ho Chi Minh City & 61 T/C)1,620,000 VND - 7 months

<b>5. Distribution channels for Vinaphone brands</b>

Including 5 main channel:

<b>6. Vinaphone Brand marketing strategies6.1 Target market segment and positioning Brand</b>

<b>Target market segment</b>

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<b>Market survey :</b>

Mobile phone usage is increasing popular for all ages and demography groups, particularly youngpeople. they use mobile phone for their work and with cost below 200,000 VND/month. Male usemobile phone more than female. On average they make 3 calls and SMS daily and 20 minutescalling out weekly. The need to use value-added services is increasing. Mobile phone users inVietnam in general are divided in four groups of customers: the conservative, the price-conscious,the fashion follower and the influencer. The largest market segment belongs to the group of mid-age (31-55 ) customers or the price-conscious (30%).

However, about 20-22% mobile phone users are fashion followers and the influencers, whoconcern most on brands, images, fame and advanced technology. The development of technologyfrom 2G to3G, 4G is changing customer needs, opening up a whole new

<b>.</b>

<b>The survey on consumer behavior :</b>

Understanding of customer service on the 3G mobile network is significantly. Specifically, thereare 70.2% of customers said that 3G services have the ability to access high-speed Internet bymobile phone, 68.6% understand that lets perform video calls, 64.3% 3G is a service that providesmore applications for users, and 63.8% said that 3G means data transmission speed is faster thandata transmission services other.

<b>By age: customer group aged under 45 understanding of the service on most 3G mobile network.On the usage time: the customers of ages 15-45, those have used mobile phones for a year are</b>

only 15.3%, for two years this number is 18.7%.

<b>Call frequency: Young customers call frequency statistics: the largest group is 29.2% who make</b>

3 to 5 calls a day, while service video call expected usage frequency of about 10 calls a dayincrease over 20% percentage and using an intranet calling network or combo package " 3G +intranet calls".

<b>Message per day: Young people today tend more message is calling because the message that</b>

more effective when communicating with direct call. According to the survey results, 41.4%available to young customers have the level most frequently messaging over 20 messages in a dayor some.

<b>Web browse: Since the provision of 3G services, customers often lead surf accounted for only</b>

28.7%. they only surf when really necessary.

<b>Download application and game: The survey results showed that only 10.3% of the customers in</b>

the form of music downloads, clips often by cellphone mainly of songs that they love. While therewere only 51.7% load customers, they have needs, the remaining 33.9% no load ever.

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Vinaphone network, 39% switched to Viettel, and 36% switched to other networks

31% of subscribers of Viettel had the idea of networking. Of these, 27.7% switched MobiFone,Vinaphone 48% switched, 24% switched to other networks.

-The remaining 20.6% of the network had the idea of networking. Of these, 10% switchedMobiFone, Vinaphone 49% and 40% switched to switch to Viettel.

<b>Positioning Brand</b>

Assess Vinaphone current brand positioning is the third position .To rise to second place,Vinaphone needs:Efforts to build brand image associated with community activities andaccompany in programs with retailcustomers

<b>6.2 Product Strategy </b>

Base on BCG growth share matrix to divide 4 portfolio product become to 4 region to determinethe life cycle of a product help company decide what if should keep , sell or invest more or change

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<b>6.3 Price Strategy </b>

Our pricing strategy is based on 4 criteria: Cost based, Target profit, Value pricing, Competitionbased

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<b>6.4 Mix Promotion Strategy</b>

VNPT made successful steps in promoting communication activities to customers, expandingmarket share and enhancing competitiveness.

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<small>Table 1. Promotion methods to customers of network operators (Unit: %)</small>

<small>Messages from the network operators Leaflets, banroll, etc promotion methodsDirect selling progra</small>

<small>4.9187.43.7Customers receive promotional information</small>

<small>Viettel VinaphoneMobifone</small>

According to Table 1, the ratio of customers who receive information about promotions, newproducts are a high proportion rate of Viettel is 94, 6%; Vinaphone is 96.3%; and Mobifone is95.7%., which proves that advertising activities to promote products for customers are activitiesthat are organized continually on a regular basis. the most effective means of communication isthe network message sent to customers when having promotion program.

To increase competitive advantage: Compared with the two carriers Viettel,MobiFoneVinaphone is the network that should be offers a 50% promotion value of top up: on average,there are about 3 promotion programs for all mobile subscribers a month (other networks are 2program / month) with 6-12 promotion programs to recharge cards for specific groups ofcustomers using 2 sim

Applying Unique and differentiated customer care programs:combo package call 2 network freeor carry out many meaningful for the community and society: implementing connectingVinaphone and Mobifone subscribers with messaging programs: supporting the poor throughNational Humanitarian Portal 1400; and supporting the "Cow Bank" program to help farmers inpoor districts across country

To expand the market size and increase sales volume, Vinaphone need to Connect with manyother types of distribution channels such as banking and school channels.

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YES NO YES NO YES NO90.7 9.3 91.4 8.6 91.3 8.7Buy at retail points (sim card, grocery,

pub ...) near living, studying, working places.Online stores

Authorized dealer

Buy via online channels (online shop, fanpage ...) of the telephone network.

(Source: authors’ synthesis from the survey)

Table 2. Places to buy products of customers on the market of mobile telecommunications services (Unit: %)

Viettel Vinaphone MobifoneEasy to buy products

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<b> THANH YOU FOR YOUR READING</b>

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