Tài liệu Advertising and PR campaign of Mobifone docx

Advertising and PR campaign
Advertising and PR campaign
Agenda
Agenda
Agenda
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)
Subscribers
3.87 Millions
Base Transceiver Station
1350BTS
International Roaming Service
Agreement with many

networks in 57 countries
Source: www.mobifone.com.vn
Research Highlight
Research Highlight
MCA service and
MCA service and
MobiFone
MobiFone
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
RESEARCH HIGHLIGHT
• Findings
 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

33% of interviewees use Vinaphone
37% use MobiFone
12% use S-fone
18% use Vietel
Mb phone
Vnphone
Sphone
Viettel
S1
27.3%
27.3%
9.1%
36.4%
0.0%
10.0%
20.0%
30.0%
40.0%
Ad messages of Mb services provider
remind customer the most
Ad messages of Mb services
provider remind you the most
RESEARCH HIGHLIGHT
• People impress ads
message by:
38.9%
38.9%
22.2%
Sound
Images

Content of Services
RESEARCH HIGHLIGHT
The most useful way of recieving new
information of VAS
49%
25%
13%
0%
13%
Mes
TV Ad
News
Workshop
From close friend
Situation Analysis
Situation Analysis
MobiFone
MobiFone
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
Marketing Environment
Marketing Environment
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
• Competition:
MobiFone have to compete with several competitors
in mobile phone sector:
Vinaphone
Vietel

S-Fone
VP Telecom
 Hanoi Telecom
MARKETING ENVIRONMENT
Source: www.mobifone.com.vn
Marketing Mix
Marketing Mix
For
For
MCA service and
MCA service and
MobiFone
MobiFone
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
Marketing Strategy
Marketing Strategy
For
For
MCA service and
MCA service and
MobiFone
MobiFone

MARKETING
 Objectives:
ִIncrease market share: to be the leading mobile phone
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 MobiFone
• 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