Advertising and PR campaign

Transcription

1 Advertising and PR campaign

2 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)

3 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.

4 Coverage Network Nationwide (64 provinces) Base Transceiver Station 1350BTS International Roaming Service Agreement with many networks in 57 countries Subscribers 3.87 Millions Source:

5 Research Highlight MCA service and MobiFone

6 RESEARCH HIGHLIGHT 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.

7 RESEARCH HIGHLIGHT Findings 33% of interviewees use Vinaphone 37% use MobiFone 12% use S-fone 18% use Vietel 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

8 RESEARCH HIGHLIGHT Ad messages of Mb services provider remind you the most Ad messages of Mb services provider remind customer the most 40.0% 30.0% 20.0% 27.3% 10.0% 27.3% 36.4% 0.0% Mb phone Vnphone 9.1% Sphone Viettel S1

9 RESEARCH HIGHLIGHT 22.2% 38.9% Sound Images People impress ads message by: 38.9% Content of Services The most useful way of recieving new information of VAS 13% 0% 13% Mes TV Ad News 49% Workshop 25% From close friend

10 Situation Analysis MobiFone

11 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:

12 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

13 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

14 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

15 Marketing Environment

16 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 GDP $402 $415 $440 $482 $510 (Source: General Statistic Office. website:

17 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:

18 MARKETING ENVIRONMENT Competition: MobiFone have to compete with several competitors in mobile phone sector: Vinaphone Vietel S-Fone VP Telecom Hanoi Telecom Source:

19 Marketing Mix For MCA service and MobiFone

20 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).

21 PRICE The cost for sending registration message to 9232 is only 350 VND/message Monthly fee is 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

22 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.

23 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

24 Marketing Strategy For MCA service and MobiFone

25 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 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 subscribers

26 MARKETING Strategies: Undertake TET promotion program: Free 2 first months for all existing subscribers of MobiFone (provide this service automatically) in Jan and Feb Broadcast marketing (send message to all subscribers of MobiFone after 1 month launches MCA service). Undertake 6 months advertising campaign to inform existing and potential customer of MCA as a new value added service of MobiFone Conduct PRs activities: sponsor for Gap nhau cuoi tuan program on VTV3 Saturday 10am

27 Ads Media Marketing Strategy PR Creative

28 Ads campaign For MCA service and MobiFone

29 ADVERTISING Objectives: To inform existing and potential customers of MCA as a new value added service of MobiFone, and some sales promotion program increase customer awareness of MobiFone as a leading operator in VN To persuade customers to use MobiFone and MCA service To highlight the diversified characteristic of MobiFone as the best network with diversified value added services

30 ADVERTISING Strategies: Use traditional media channels: PrintAds (Poster, leaflets, some newspapers and margazines LaoDong, TienPhong, Tuoitre) 5 times and TV commercials Co-branding program with Nokia, Samsung, Motorola with 4 months campaign from Jan- May 2006 Send message through broadcast channel to exisiting customers, 4times/2months from Jan months advertising campaign on MobiFone website from Jan 2006 Matching posters to MobiFone outlets and mobile handset outlets in some big cities and provinces: Hanoi, Haiphong, HCM, Danang, Nhatrang, Dongnai

31 PR campaign For MCA service and MobiFone

32 PUBLIC RELATIONS Objectives: Increase the awareness of general pubic especially mobile phone user segment on MCA service and MobiFone as a useful service of a best network in Vietnam To strengthen favourable positive image for MobiFone

33 PUBLIC RELATIONS Strategies: Sponsor for Gap nhau cuoi tuan program on VTV3 at 10am Saturday, 6 months campaign from Jan 2006 Roadshow campaign about MCA and MobiFone in some key cities: Hanoi, HCM, Danang, HaiPhong on Tet occasion Product publictity: the best Tet wishes message contest on Jan 2006 during TET holiday Giving TET gifts for children at SOS school on Tet occasion

34 Creative For MCA service and MobiFone

35 CREATIVE Objectives: To describe to the target market of MobiFone the major benefits of the MCA service and MobiFone brand To enhance the MobiFone brand image: the best technology, best quality and best customer care service network in Vietnam To drive customers attention to MCA and MobiFone service

36 CREATIVE Strategies: For Print ads: show poster introducing MCA, show MCA and MobiFone users are excited about the service For TV commercials: script about 2 funny situations showing how MCA service helps customers

37 PRINT ADS - Poster Objective Introduce MCA service Target audience Mobile phone Users Message Help you keep in touch with others Tagline Better Late than Never Designed by our group

38 PRINT ADS - Poster Designed by our group

39 PRINT ADS - Poster Tagline Everything will be OK if you have MCA Designed by our group

40 ADVERTISE ON MOBIFONE WEBSITE Banner

41 Media For MCA service and MobiFone

42 MEDIA Objectives: To reach the mobile phone users nationwide (existing customers of MobiFone, Vinaphone, Vietel) To reach the new customers in nationwide

43 MEDIA Strategies: Publish print ads in some newpapers: Laodong, Tienphong, Tuoitre within 3 months from Jan 2006 Put 2 billboards/cities on some big cities: Hanoi, HCM, Danang TV commercial: 30s TV commercial on VTV3 after Gap nhau cuoi tuan program for 6 months

44 Conclusion Throughout market research, we saw that almost people would like use Missed call Alert service MobiFone should use various media tools introduce new service MCA as well as strengthen MobiFone brand, image Provide MCA service in TET holiday is good time to achieve best result

45 THANK YOU FOR YOUR ATTENTION!!!