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“The marketing strategy
to hold steady the number 1 position of Viettel Hai Phong Branch”
I.

INTRODUCTION ABOUT VIETTEL HAI PHONG BRANCH:

-

Date of establishment: October 15 th,

-

2001.
Directly

under:

Viettel

Telecommunications Group, Military
Telecommunications Group
Headquarter: Le Hong Phong street,

-

Thanh To, Hai An, Hai Phong.
The Branch possesses the largest telecommunications network infrastructure in
Hai Phong city and trades in the authorized telecommunications services in Hai
Phong. The major services include: Landline phone, Internet, and Mobile
phone. In 2011, the branch achieved 890 billion VND of turnover, the highest


-

level among all other telecom businesses operating in this region.
Organizational structure: Board of Directors; 7 Departments; 15 District

-

Centers; 300 employees.
The Viettel Hai Phong’s

telecom

services:

2G

and

3G

Mobile

telecommunications services include prepaid subscribers and postpaid
subscribers which accounting for 40.6% mobile phone market share in Hai
Phong. The mobile phone services’ turnover represents more than 90% Viettel
Hai Phong’s total amount.
II. INTRODUCTION ABOUT THE TARGET MARKET:
1. Macro environment:
The natural conditions, population, and cultural characteristics of Hai
Phong:

-

Total area: 1,512 km2, accounting for 0.45% of the nation’s natural area.
Hai Phong is a first – ranking city at national level which operates sea and
island tourism.


-

The total population in 2012 are expected to reach 1,952,153 people (of
which, people within work age: 1,511,936, representing 75,2% of the total
population).

-

Administrative border line: 07 urban districts, 8 suburban districts with a
total of 228 wards and communes.

-

29 schools includes: 04 universities & 25 colleges and intermediate
schools, and 742 schools ranging from preschools to high schools.

-

At the end of 2011, there are 13,826 enterprises to pay taxes in Hai Phong
– and it is predicted that more 2,051 enterprises shall enter this market in
2012.

GDP and the economic structure:

-

GDP in 2012 is predicted to increase by 11% to 12.5% compared with the
preceding year.

-

Per capita income: 1,550 USD per capita per year.

-

Telecom services expenses represents nearly 4.7% of per capita income
which give advantage for telecom services suppliers in Hai Phong.

-

GDP structure:
+ Agriculture, forestry, aquaculture: 9%
+ Industries and constructions: 37%
+ Services: 54%

-

The economic structure has rapidly transformed toward industries and
services

Hai Phong’s socioeconomic development orientation:
-

Hai Phong’s first objective is to build an information infrastructure at

national level with a modern technology network, big capacity and high
speed. The city gives first priority to information technology development in
its departments, branches.

-

Some large industrial projects which will be put into operation such as:
Dinh Vu Polyester Fines Factory, Kyocera Mita factory, Hanoi Beer Factory
which is at stage 2 in An Lao suburban district.

-

In 2012, the city has attracted more foreign direct investment, especially
from Japan.


The urban area has undergone an evolution: There are new districts of

-

Hai An and Duong

Kinh, Ho Sen – Cau Rao 2 new urban area etc;

speeding up the ongoing urban area development projects like VSIP
urban-industrial zone, new town and new 100m road located in Lach TrayHo Dong, etc.
Invest in social infrastructures, pay attention to some key projects for

-


example: the Second establishment of Vietnam-Czechoslovakia Hospital,
Hai Phong University, Specialized High School of Tran Phu, The city’s
palace of culture…
 The telecom business opportunities provided by the macro environment:
With
the
GDP
growing rate of 11% – 12.5% in 2012, Hai Phong’s telecom growing rate is
expected to double the GDP rate, which is equivalent to 22% - 25%.
The telecom consumption density per GDP per capita income tends to increase

-

strongly. The average expense for telecom services only represents 4.7 % of their
total income.
The transformation of industrial and service structures with a series of investment

-

projects which have been put into operation will attract a large number of workers
from the adjacent provinces.
2. Micro environment:
2.1

To evaluate the local telecommunications market:
The market share of telecom services suppliers in Hai Phong until December
31, 2011.

a. Regster 2G Mobile phone subscribers:
2010

Res
N0. SUPPLIERS

Res 2G’s

2G’s

subscribers

market
share

1
2
3
4
5

Viettel
Mobi
Vina
Beeline
VN Mobile
Total

644.049
635.980
329.857
19.550
35.188

1.664.624

38,7%
38,2%
19,8%
1,2%
2,1%
100%

Res 2G’s
progressive
subscribers

783.803
755.744
268.862
53.520
70.254
1.932.183

2011
Res
2G’s
market
share

40,6%
38,2%
13,9%
2,8%

3,6%
100%

Res 2G’s

Growing

additional

Rate

subscribers

139.754
119.764
-60.995
33.970
35.066
267.559

122%
119%
82%
274%
200%
116%


Until the end of 2011, Viettel has still represented the leading market
share in Hai Phong with the density of 40.6% market share (of which Viettel’s

prepaid subscribers is the largest of 46,367, accounting for 45% prepaid
subscriber market share – However, the Average Revenue per User (APRU)
of Viettel’s postpaid subscribers has been 250,000 per subscriber, much lower
than the APRU of MobiFone which has reached 480,000 per subscriber. In
2012, Viettel shall pay attention to this challenge).
b. 3G Mobile phone subscribers:
3G mobile phone
No.

Suppliers

subscribers
Subscribers
Market
share
46,9%
25,1%
27,6%
0,40%

The
1
Viettel
61.639
subscribers
2
Mobi
32.949
3
Vina

36.314
have been
4
DN Khác
520
unhabituated
Total
131,422
100%
to the 3G technology to contact leading to the low number of 3G users. Other
reasons should be their doubt about the unstable phone call quality and the
percentage of 2G users using cheap input and output devices accounting for
70% of the total mobile phone subscribers results in limited percentage of 3G
subscribers in 2011.
c. Real turnover: (The Inspection Department is the only resource to collect the
turnover data)

No. Content
1
2
3

VND

Viettel VNPT

Turnover Billion 890
Market
%
30,9%

share
Gr
%
130%
owing rate

Mobi

Beeline VN

Others Total

900

42

94

64

2,810

29,3% 32,6% 1,5%

3,4%

2,3%

100%


101%

448% 102%

810

120%

382%

2011/2010

20%


d. The distribution network until December 31st, 2011:
No
.
1

2
3
4
5

Content
Store/supermark
et
% Market share
Authorized


Unit

Viettel Mobi VNPT Beeline VN

Others Total

Store

17

18

38%

Agent
7
agents
% market share
20%
Common agents Agent
14
% market share
15%
Point of sales
Location 2.879
Location
Employee 460
employees
% market share

58%

18

1

1

5

45

40% 40%

2%

2%

11%

100%

5

5

2

3


6

35

14%
26
28%
2.870

14%
26
28%
2.870

6%
11
12%
2.870

9%
8
9%
2.870

17%
11
12%
2.870

100%

93
100%

150

150

-

-

150

800

0%

0%

19%

100%

19% 19%

A diversified distribution network in large number which cover all over the
Hai Phong cities has supplied its product to individual customers. The distinctive
difference between Viettel and its rivals is Viettel’s local distribution employee
network in every ward and commune.


h. Mobile phone network in 2011

No Content
Unit
*
BTS
Tủ
2G
1
"
network
Market
%
share
3G
2
"
network

Viettel Mobi
805
381

Vina
442

Beeline VN
88
75


Others Total
175
1,966

459

250

273

88

75

135

1,280

36%

20%

21%

7%

6%

11%


100%

346

131

169

40

686


Market
share

%

50%

19%

25%

0%

0%

6%


100%

Evaluation: In 2011, Viettel was still regarded as the leading telecom
infrastructure supplier in Hai Phong, including 2G and 3G network. However,
due to the city’s relatively even and flat terrain, Viettel’s existing advantages of
modern infrastructure and bigger capacity are not the long term strengths,
especially when its rivals launch their ultimate services.
2.2

Competitor analysis:

a. Mobifone
-

Strengths :

 MobiFone operates at highly professional level of management thanks to the
overseas joint-venture period. MobiFone Hai Phong has been given
comprehensive and direct assistance from VNPT’s the Center at the Area 5.
 Roaming with Vinaphone network and other 80 countries worldwide.
 Significant investment in point of sales and after-sales authorized agents,
good image development and quick implementation.
 Huge potential investment capital.
 The network quality regarded as a stable and reliable one.
 Prequent and regular customer care services which have been highly
appreciated as the best among other mobile phone suppliers in Hai Phong.
 Highly flexible promotion campaigns – mobile sale.
 Frequent public relation events which attract alot of attention such as : Rock
Storm – Sing with the autumn, Road show, ect.
-


Weaknesses :

 Shallow distribution networks, lack of customer care and sales agents at
commune and village levels.
 Thin direct shops and no transactions on Sunday and other national holidays.
 Temporary employees resulted in lack of strategic and sustainable attachment
among the group staff.


 Slow implementation of additional infrastructure and network, heavily
depending on the human resorces of Vinaphone and VNPT Hai Phong ; poor
network quality on some islands like Cat Hai, Cat Ba, Thuy Nguyen.
b.Vinaphone:
-

Strengths:

 Good relationships establishment with local authorities and having given
favourable conditions.
 Extensive distribution network and high commission.
 The cable network covers the whole city with distinct sale and management
units – VNPT Hai Phong.
 Huge experienced human resources in telecom services supply.
 Value added services usage and supply including: 1080, 1088, 19001570…
MyTV service and VIP Tivi.
 Ability to quickly launch services supply, providing prompt and enthusiastic
services of maintainment and repair to customers.
 Some formal and important positions in the city have been put underground.
 Customers are provided with qualified products which have been highly

appreciated by customers.
 Develop service packages for various user groups with favourable discount
(create the biggest difference among other telecom suppliers in Hai Phong).
-

Weaknesses:

 Narrow postpaid subscribe distribution networks which are mainly carried out
by post offices at district and city level. The VinaPhone image has not been
expanded in the city.
 Initial installation cost remains at high level and their services are inflexible.
 Lack of direct marketing programs or communications, thin promotion
campaigns and undetailed discount prices.
 High employee average age of 38 which results in heavily slow development.
c.Vietnam mobile
-

Strengths :


 Highly specialization thanks to the foreign joint-venture. Huge potential
investment capital.
 The company image and the customer service manner represent its highly
professional nature, bearing the ‘youthfulness’.
 Qualified network, wide bandwidth which limit the percentage of drop-out
during conversations up to 99%.
 15% to 25% lower service price compared to other supplier with constant
creative breakthroughs to bring out new packages.
-


Weaknesses:

 Cope with much prevention from local authorities during its network
infrastructure implementation leading to slow infrastructure development and
unsatisfactory cover area.
 Have not been able to launch 3G service (which is a disadvantage for Vietnam
mobile to develop its high-class subscribers who use Smart phone).
 Small and scattered customer care operations which has left no reputation.
d.Beeline:
-

Strengths :

 Beeline is a join-venture mobile phone network with a Russian telecom group
– Vimpelcom, therefore it is highly specialized with huge potential
investment capital.
 Its image is attached with the MU Football Club which helps make strong
impression on MU fans and a highly professional customer service manners.
 Very qualified network with wide bandwidth which limit the percentage of
drop-out during conversations up to 99%.
 15% - 25% lower service price compared with other suppliers with constant
creative breakthroughs to bring out new packages.
-

Weaknesses:

 Slow network infrastructure implementation resulting in unsatisfactory cover
areas.
 Have not been able to launch 3G service (which is a disadvantage for Vietnam
mobile to develop its high-class subscribers who use Smart phone).



 Small and scattered customer care operations which has left no reputation.
2.3

Viettel Hai Phong’s reputation and brand name evaluation at local

level
-

Viettel branch name has been elevated to a higher level and has been recognized
by the city authorities as one of the typical enterprises to make biggest
contribution to the city’s budget (52 billion in 2011), it has also created jobs for
over 1,500 employees (including freelance cost collectors: 460 people, Call center
agents: 800 people). Viettel Hai Phong awarded and praised by the city Chairman.
Viettel Hai Phong has gained trust of and developed business cooperation with

-

project investors, building owners, industrial zones and export processing zones
managers. There have been large projects at national level; Viettel Hai Phong also
invested in some projects like VSip project by Japan and Singapore, etc.
After a decade of development, Viettel Hai Phong remains the single unit which

-

has built brand head office and Call center. These developments represent its
strong development.
2.4
-


Branch internal evaluation:
Viettel Hai Phong’s strengths in 2011

 Management method is heavily influenced by military principles:
resoluteness and strictness.
 Modern tools to support management system: the television bridge system.
 Equal specialized knowledge with understanding of the area and the market
demands.
 Effective distribution network (Viettel Hai Phong has transaction centers at
every urban and suburban – point of sales and field agents to every ward
and commune).
 Having the largest 2G and 3G network infrastructure with the best quality.
 Diversify its products and services
-

Weaknesses:
 Low level of specialization (develop too many areas – professional
deviation)


 Wide but not deep distribution network (untrained field agents, ineffective
after-sales authorized agents)
 Slow reactions to competitors’ new operations (promotion policies behind
those of the rivals – phone card recharge at the beginning of month,
exchange Viettel SIM to MobiFone SIM, provide money to sale locations
who agree to take down Viettel signs….)
 Limited impact on the local authorities (based mainly on the suportive
policies to the local community on funding, exchanges and cooperations).
General evaluation on business environment

-

Advantages :
 Viettel Hai Phong has always received assistance from the headquarter and
the regional Board of Directors.
 The network infrastructure has turned to the largest after the EVN
integration.
 The 100% commune network has television bridge which provides strong
support to the management operations.

-

Difficulties and threates :
 Larger organization – higher turnover – heavier duties : The human
resources should meet new qualification requirements (experience –
educationa
 The Centers at commune level have been given greenlight to take initiative
in all operations while the management and supervision system is not
professional : easy to rise negative problems, losing internal unity.
 The EVN integration is likely to cause human resources redundance which
make the employees worry about becoming laid off ; lower their voice ;
and avoid breakthrough ideas.
 Business opportunities in 2012
 The first opportunity : With the GDP growing rate of 11% – 12.5% in 2012, Hai
Phong’s telecom growing rate is expected to double the GDP rate, which is
equivalent to 22% - 25%. Therefore, the telecom business area in 2012 still
enjoys a good growing rate.


The second opportunity: the telecom expense per GDP per capita

income is likely to increase strongly. Currently, the average expense for
telecom services is 4.7% of the total capita income. There have been
opportunities to increase APRU.
The third opportunity: The structural transformations of services and
industries with a series of investment projects which have been put into
operation are likely to draw a large number of unskilled workers from
adjacent provinces into Hai Phong. Consequently causing a major
population transfer, Viettel Hai Phong, therefore, has opportunities to
develop low-cost packages and much more internal network calls.
The last opportunity: The Viettel-EVN integration provides favorable
conditions for Viettel to possess nearly 100 million subscriptions, which are
likely to attract customers in 2012.

3. Define target markets:
3.1 : Market segments

No

1

Customer
groups

Farmers,

Potential
subscribers

610.500


2011
Viettel

Number

estimated

of Viettel

percentate

2012

Total

non-

subsription

subscribe

s

rs

52%

317.460

293.040


Estimate% of
Viettel’s
future
subscribers

15%

2012 Viettel

Viet

potential

2012

subscribers

subsc

43.956

361


fishermen,
the poor,
the elderly
and the
nonresident

Civil
servants
(doctors,
2

police
officers,

240.123

45%

108.055

132.068

20%

26.414

134

310.229

60%

186.137

124.092


15%

18.614

204

300.345

48%

144.166

156.179

18%

28.112

172

29.728

45%

13.378

16.350

40%


6.540

19.

118

44%

52

66

40%

26

7

420

40%

168

252

40%

101


2

20.500

70%

14.350

6.150

50%

3.075

17.

783.766

728.197

126.838

910

small
businessper

3

4


son)
Pupils,
students
Workers in
industrial
zones
University,
college and

5

intermediat
e school

6
7
8

lectures
Artists
Reporters
and writers
Soldiers –
naval forces
Total

1.511.963

3.2 Define target markets:

-

With such a “well-experienced” telecom market in Hai Phong, in order to
draw more subscribers in 2012, Viettel Hai Phong should focus on the
young users who are likely to react to new policies, they include: Pupils –


Students, Farmers – the unresident, Civil servants – serviceperson –
educators, unskilled workers at industrial zones.
 Pupils - students: Enjoy new, exciting and low-cost programs with
value added services (music, movies,…).
 Farmers, fishermen, the poor, the elderly and the unresident:
limited intellectual standards and low income but enjoy low-cost
services. They mostly use basic telecom services such as: receiving
and making phone calls, or sending messages.
 Civil servants – serviceperson - educators: higher intellectual
standards and stable income, some even have high income, they use
various telecom services.
 Unskilled workers in industrial zones: stable income, low-cost
enjoyment
III. INTRODUCTION ABOUT MARKETING MIX STRATEGY
1. The development objective of Viettel Hai Phong’s mobile services in 2012:
Maintain the number 1 position on mobile services; mobile phone subscribers
represent 50% population based market share; 3G subscribers account for 10%
to 15% of the total mobile phone subscribers, of which, the number of 2G and 3G
registered subscribers increase by 141,000 which make the total number in 2012 is
910,640 subscribers, making up 45% market share of the total subscribers.
2. Define position for Viettel Hai Phong’s mobile service: The best quality, the
most competitive price, and a wide range of products and services which suited
to individual customers (with 4 postpaid packages: Vip package, Basic package,

Family package, and Cooperate package; and 7 prepaid packages: Student
package, Hi School package, Happy Zon package, Ciao package, Sea + Tomato
package, economy package. Each of them has different value which should meet
any customer requirement).
3. Solutions:
III.1 Solutions to services:
a. With customer group of Pupils – students: introduce Student package and Hi School
package.


-

Student package: the prepaid package converge all premium features of
Viettel existing packages:



The lowest rate of phone call and message among other prepaid
packages.



No time limitation



Being added 25,000 VND into the account every month.




The automatic registration and fee of charge of the high speed Data
package with 30MB fee monthly.



Use group call to save up to 50% cost.



Registration condistions: the subscribers must be students.

-

Hi School package: the prepaid package for pupils within 14 to 18 years old.
With the message of “accompany with green age”, Hi School will represent
Viettel to accompany the pupils throughout their high school to exchange and
to develop skills and knowledge for their future life:



Lowest charge call and message services of prepaid packages



Unlimited use duration



to register SMS internal network: 3,000 VND per 100 SMS




The automatic registration and free of charge of the high speed Data
package with free 10MB monthly.



Free of charge of Imuzik incoming call music.



Registration condition: the subscribers must be from 14 – 18 age

b. For the group of farmers, fishermen, the poor, the elderly and the unresident,
Viettel introduces Tomato package and Sea+ package (for fishermen)
- Tomato package: Viettel’s most popular package, especially designed for user
group who want to use mobile phone but mostly for receiving incoming calls.
The package has unlimited use period with a zero monthly fee.


Unlimited use time => as long as the subscriber account is not out of charge;



No monthly subscription fee;



No connection fee;




Make just a single outgoing call within two moths



The subscribers are able to make phone calls or to send messages at
any time as long as their account is more than zero.


-

Sea+ Package: With message of “sail out together”, Viettel’s prepaid Sea+
package is designed with preferential and special features to help the life of the
people living in coastal regions become more security and comfortable:



Emergency notification feature via text message with the first number
of 1111: subscribers register a list of message receivers (maximum 10
phone numbers). When encounter dangers, the subscribers send
message to 1111, the message will be automatically sent to the list
numbers.



Provide sea weather bulletins of 10 territorial waters and emergency
phone numbers (border phone numbers, SOS phone numbers) through
SMS (5x55) and via the direct answer operators (Telephone Center
1111).




Group call feature via the first 186: subscribers are able to register 10
Viettel mobile phone numbers in order to save 50% call charge when
making phone calls to these registered numbers (10,000 vnd monthly
fee, deducting from the original account)



Unlimited use time; only need to make a single outgoing contact
(making a phone call or sending a message), or recharge within 60
days.

c. For the group of unskilled workers: Viettel is to develop a Worker package:
- Worker package: the prepaid package converges all premium features of
Viettel existing packages:


The lowest rate of phone call and message among other prepaid
packages.



No time limitation



25,000 VND added into account monthly.




The automatic registration and fee of charge of the high speed Data
package with 30MB fee monthly.



Use group call feature to save up to 50% cost.



Registration condition: the subscribers must be workers.

d. For the group of civil servans, educators, and servicemen: Viettel introduces
Economy, Happy Zon, Basic, and Family Packages.


-

Economy Package: Viettel’s simple and convenient prepaid package, and
easiest to use, Economy packages includes a lowest call cost package of under
150,000 vnd per month for individual subscribers who frequently make phone
calls



No subscription contract;




No connection free;



No monthly or daily subscription fee;



No monthly bill of charge;



Payment per phone call;



Extremely low call cost;



Able to use the services at any time.

-

Happy Zon Package: the package is specially designed for frequent traveler
within a certain area (within a province or a city). Happy Zon distinguishes the
subscription rate when the user is in the registered region with the subscription
rate when the user is out of the registered area. The subscribers will enjoy
preferential rate when making calls in the active region.




No monthly subscription.



Enjoy preferential rate when making calls in the registered region.

-

VIP Package: the prepaid package designed for high income customers with
many preferential offers.



No deposit when registering for international roaming services;



Charge blocking postponement;



After subscription, the subscribers are to be installed with value added
services;



Enjoy the first 200 minute free of charge domestic calls per month;




Enjoy the first 100 SMS domestic messages free of charge per month;



Enjoy free monthly subscription for MCA service;



Enjoy free monthly subscription for V-mail services:



Register to use Dvip data service package with the following
preferential offers:
+ Free of charge of monthly subscription;


+ Free of charge capacity: 300MB;
+ Charge for excess quantity: 0,25vnd per 1kb (for the excess of the first 300
MB).
-

Basic Package: Viettel’s one of the popular postpaid packages for individual

customers who has the average use of more than 150,000 vnd per month.
 Charge payment at the end of every month;
 Enjoy best value added and customer care services;
 Attractive and competitive call charge: low call charge, suited to users with

intensive calls;
 Enjoy convenient and flexible payment methods: the subscribers may pay
monthly charge with prepaid phone cards via Pay 199 method through a bank
account. Besides, if required, there will be bill collectors to their door;
 Many preferential offers: the subscribers enjoy many value added services for

the postpaid users such as: block incoming calls, swift incoming calls etc, and
-

have opportunity to participate the regular customer programs, etc.
Family Package: a postpaid package exclusively designed for family
members, friend groups which consist of minimum 2 to 4 Viettel’s postpaid

subscribers:
 The call charge made between the group members reduce to 495vnd/minute;
 Outgoing calls to registered 02 landline phones (including wire and wireless
landline phones of all telecom networks) decreases to 495 vnd/minute;
 Enjoy best value added and customer care services;
III.2 Solutions to distribution and sales networks:
 Develop more intensive sales and distribution networks based on the existing ones
with 2012 viewpoints described as follows: Good images – Good products –
Good customer care services”
 To expand the existing sales and distribution networks, establish more than new
700 point of sales at universities, colleges, intermediate schools, stations and
transaction points of the Military Bank, VCB Bank through comprehensive
cooperation agreements.
 To ensure the frequency care for point of sale per week.
 Proposals to change care method for the points of sale in 2012. Viettel’s staffs
only sell products and give answer to their questions; the Sales Department will
employ a fixed regional collaborator force to take responsibility for printed

advertisements, public communication. This collaborator force not only


distributes printed advertisements but also supervise sales performance of Viettel
staffs.
 To apply modern information technology to manage and supervise Points of sale
and Sale agents. Take advantage of Google Map to bring their locations and
images on Offline Google Map so as to the Point of sale covered areas on the
map. Develop new points of sale to ensure the areas covered with 1 point of sale
at least for every 300m to 500m.
 The Sale Department give directions to collect accurate data of 100% points of
sale in order to precisely define how to invest and equip them with proper images.
For example: if the point of sale located at a good and convenient area, it may
need a bigger sign than the normal of 3 million per point of sale. Then the
Department submits proposal paper; if the point of sale has nice looking showcases and good sales revenue, it should be provided with decorative decants. It
should not be all equal.
 Since the market has become saturated, the best solutions to a better sales is to sell
directly, including sales teams or groups (collaborators are the core force to
develop this form of selling), mobile selling (multitasking employees are the key
force) and direct sale (The Board of Directors – Department Managers and their
vice are the core force). If the solutions are to be followed adequately, they shall
be very effective and efficient.
 Increase the temporary labor forces to sell products based on the ground that

Viettel provide them with equipments and initial costs, however, they have to pay
in full for the products. The first year and the second year students studying at the
local universities and colleges should be the chosen ones. Through the Youth
Committee of the schools to inform they of their chance to work for Viettel and to
earn some extra income.
 Narrow the regional existing sales agents and eliminate those of no sales capacity.


To become Viettel bill collectors, Collaborators have to make sure the number of
bills in order to earn enough income, besides, they also have to be equipped with
sales knowledge and skills to be qualified enough to enter into collaborator
contract with Viettel.
III.3 Communication solutions:


 The 2012 communication viewpoint is to shift into Listening and Reading, in
which, the listening is to focus on the communication systems of wards and
communes. Take advantage of newspapers, televisions and turn them into
moderators for Viettel. This approach has shown more effectiveness than the
traditional ones. (The frequency of appearance on newspaper is twice per month)
and radiobroadcast 3 time a day. The reading is to focus on some certain readers
through some approaches like sending direct letters via mail to customers or
enterprises with frequency.
 Launch long term communication plan (to save advertising cost), sign quarterly
agreements with its strategic partners in order to lower the prices of some
traditional products.
 Build public relationships and expand Viettel brand name, however the campaigns
must attach with sale operations, especially the communication through mobile
selling and team or group selling. Every plan must be put into consideration based
on the ground of short term and long term “receipts and expenses”.
 Maintain a 3G corner at each transaction shops
 Attach the images of 3G services with every mobile sales operation. Use 3G
images for all printed advertisements and sponsor programs in 2012.
 Implement lively scene programs at weekend at transaction centers such as lucky
draw for pupils-students, sending message contests, 3G service understanding and
answers.
 Precise determination of target markets and services; bravely choose new

approaches to build services, and distribution, sales, communication networks;
and In association with 300 Viettel’s employees’ solidarity, performance and
creation and with the resolute and thorough management method which have
been traditional reserved and developed in military forces, Viettel Hai Phong
will continue to comprehensively develop at high speed and with stableness,
maintaining the number 1 position on mobile phone services in the area of the
Port city.
IV. Reference materials:
1. Maketing 101, Society and Labour Publisher;
2. Maketing Management by Philip Kotler, Society and Labour Publisher;
3.
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