DSpace at VNU: A study on connected marketing and the case of FPT Corporation's Project Vicongdong

A study on connected marketing and the case of
FPT Corporation's Project Vicongdong
Trầ n Thi ̣Chiên
Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Kinh doanh và quản lý; Mã số: 60 34 05
Người hướng dẫn: TS. Trầ n Đoàn Kim
Năm bảo vệ: 2010
Keywords: Quản trị kinh doanh; Marketing; Dự án; Tập đoàn FPT; Tiếp thị
Content
TABLE OF CONTENTS

ACKNOWLEDGEMENTS ...........................................................................................................i
ABSTRACT ................................................................................................................................ i i
TOM TAT ................................................................................................................................... iv
TABLE OF CONTENTS ............................................................................................................ vi
LIST OF ABBREVIATIONS ................................................................................................... vii i
LIST OF TABLES ...................................................................................................................... ix
LIST OF FIGURES ..................................................................................................................... ix
INTRODUCTION ........................................................................................................................ 1
CHAPTER 1: LITERATURE REVIEW- CONNECTED MARKETING ..................................... 4
1.1 Definition: Connected Marketing ............................................................................ 4
1.1.1 Marketing .............................................................................................................. 4
1.1.2 Connected Marketing............................................................................................. 4
1.2. Types of Connected Marketing........................................................................................... 8


1.2.1 Word of mouth marketing ...................................................................................... 8
1.2.2 Buzz marketing.................................................................................................... 12
1.2.3 Viral marketing.................................................................................................... 15
1.3 The power of Connected marketing in digital age.................................................. 18
1.3.1 Widely connection between the company/organization and customer .................. 18

1.3.2 Building customer's trust ..................................................................................... 18
1.3.3 Cutting marketing cost ......................................................................................... 19
1.3.4 Measuring communication result ......................................................................... 20
1.4 Marketing model................................................................................................... 20
1.4.1 Ways of transferring information ......................................................................... 20
1.4.2 Marketing model ................................................................................................. 22
1.5 The process to practice a Connected Marketing Campaign .................................... 24
1.5.1 Customer investigation and choosing Opinion leaders (OL) ................................. 24
1.5.2 Creating transferred messages .............................................................................. 27
1.5.3 Seeding trials ....................................................................................................... 28
1.5.4 Spreading a Connected Marketing Campaign....................................................... 32
1.5.4.1 Transferring information principles................................................................... 32
1.5.4.2 Method of transferring information ................................................................... 33
1.6 Measurement of transferring information ............................................................... 37
CHAPTER 2: EXTERNAL ENVIRONMENT ANALYSIS AND CONNECTED MARKETING
ACTIVITY OF VICONGDONG ................................................................................. 39
2.1 External environment analysis ............................................................................... 39
2.1.1 Conditions for the application of Connected Marketing activity in Vietnam ......... 39
2.1.2 Analysis on charity activities in Vietnam ............................................................. 50
2.2 Connected Marketing activity at Vicongdong ............................................................ 53
2.2.1. Introduction about Vicongdong project ......................................................................... 53


2.2.2 Condition for Vicongdong doing Connected Marketing ....................................... 60
2.2.3 Analysis on Connected Marketing activities in Vicongdong project ..................... 62
2.3 Some comments on the efficiency of Connected MarketingCampaign at Vicongdong project 85
CHAPTER 3: RECOMMENDATIONS ...................................................................................... 91
3.1 Developing direction of business and Marketing strategy of Visky-FPT ................ 91
3.2 Developing new marketing solution ....................................................................... 93
3.3 Some other proposals ........................................................................................... 106

CONCLUSION ........................................................................................................................ 107
REFERENCES ......................................................................................................................... 109

References:
1
2-5
6
7-8
9

Administration Department (2007), Visky FPT.
Alexa.com
Arndt (1994), Word of Mouth Advertising, page3.
baamboo.com
Blythe Mason, Worldwide Marketing Program manager on the website

10-21

Connectedmarketing.com
Cimigo (October and November 2009), Vietnam Netcitizens online,

22-24

slideshare.net.
Community Developing Department, Visky- FPT.

25-26

FLI blog (2009)

27 - 28

FPT (2007), “Documentary of establishing FPT’s Foundation”, FPT Corp.

29

Gladwell,M. (2000), “The Tipping Point: How Little Things Can Make a Big

30

Difference”, Boston: Little, Brown and Company, page 259.
Greg Nyilasin (2006), Word of mouth: what we really know - and what we

31

don’t, “Connected Marketing - The Viral, Buzz and Word of mouth Revolution”,

page 164.


32



33

/>
34

(on 12 April 2009).

35-37

Internet

38-39

Jim Stengel, Global Marketing Officer, Procter & Gamble (2004)

40

Jurvetson, Draper (1997)

41

Jurvetson, Draper (1998)

42

Jurvetson, Steve and Tim Draper (2000)

43-45

Justin Foxton, Founding Partner and CEO, Comment UK (2006), “Live buzz

46-47

marketing”, “ConnectedMarketing, The Viral, Buzz and Word of Mouth
Justin
Kirby”,and

Paul
Revolution
page
24.Marsden (2006), “Connected Marketing - The Viral, Buzz

48

and Word of Mouth Revolution”, page 8.
Kevin Roberts, Chief Executive, Saatchi & Saatchi (2005)

49

Larry Light, Chief Marketing Officer, McDonalds (2004)

50-51

Longman dictionary of contemporary English

52

Oxford University (2006), Shorter Oxford English Dictionary, Sixth edition,

53-54

Oxford University Press.
Paul Marsden (2006), “Introduction and summary”, “Connected Marketing - The

55-56

Viral, Buzz and Word of mouth Revolution”, page xvi

Paul Marsden (2006), “Seed to spread: how seeding trials ignite epidemics of

57

demand”, “ConnectedMarketing, The Viral, Buzz and Word of Mouth
Philip
Kotler page
(2007),
Revolution”,
5 Marketing for new age.


58

Russell Goldsmith (2008), “Viral Marketing”, Prentice Hall Business.

59

Silverman, George (1942), The secrets of word- of- mouth marketing: how to

60

trigger exponential sales through runaway word of mouth, p.25.
Thomas Jr, Greg (2006), "Building the buzz in the hive mind", “Journal of

61

Consumer Behaviour 4 (1)”, page 64-72.
Tschong (1998)

62

US figures, various sources.

63-65

Vicongdong (2007),

66

vnexpress.net

67-68

Wikipedia.com

69

Wilson, Dr Ralph F. (2000), “The six simple principles of viral marketing”, Web
Marketing Today, Issue 70.