Apply marketing mix theories to evaluate the current marketing mix effectiveness of vietnammobile

Master thesis for the attainment of the academic degree of ‘Master of Business Administration in Small and Medium-Sized Enterprise Development’ International SEPT Program, University of Leipzig APPLY MARKETING-MIX THEORIES TO EVALUATE THE CURRENT MARKETING-MIX EFFECTIVENESS OF VIETNAMMOBILE Name of Student: Nguyen Trung Kien Email of student: kien143@gmail.com Matriculation Number: 1830864 SEPT ID Number: VN04-26 Supervisor: Prof Dr Utz Dornberger Date of assignment of topic: March 01st 2012 Date of submission: July 9th 2012 TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Problem statement 1.2 Objectives of the research 1.3 Research methodology .9 Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 1.3.1 Framework of analysis 1.3.2 Information for the research 10 1.3.3 Sources of information 10 1.3.4 Methodology 11 1.4 Scope and limitation of the research .11 1.5 Organization of the research 11 CHAPTER 2: LITERATURE BACKGROUND 13 2.1 Concept and definition of basic mobile services 13 2.2 Marketing Mix .14 2.3 PEST analysis 16 2.4 Product Life Cycle 17 2.5 Competitive Forces analysis - Five Forces model 17 CHAPTER 3: EXTERNAL ANALYSIS 19 3.1 Macro-environment - PEST analyses 19 3.1.1 Political and Legal environment 19 3.1.2 Economic environment .19 3.1.3 Social and cultural environment 20 3.1.4 Technological environment 20 3.2 Vietnam telecommunications industry overview 21 3.2.1 Overview 21 3.2.2 Vietnam Mobile Market SWOT 23 3.3 Vietnamese consumers behaviors analyses 24 3.3.1 Main common characteristics of Vietnamese consumer 25 3.3.2 Differences in consumption among different regions .27 3.4 Mobile Usage Behavior - Trend and Opportunities 34 3.4.1 Mobile user by demography .34 3.4.2 Mobile user profile by region .35 3.4.3 Usage trend - Multiple SIMs 35 3.5 Competitive forces analysis 36 3.5.1 Entrance barriers 36 Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 3.5.2 Bargaining powers of suppliers 37 3.5.3 Bargaining powers of buyers 37 3.5.4 Industry competitors 37 3.5.5 Threat of substitutes 37 3.6 Competitors analysis .38 3.6.1 MobiFone 38 3.6.2 VinaPhone 39 3.6.3 Viettel 41 3.6.4 Beeline 42 3.6.5 S-Fone 42 3.6.6 EVN Telecom 44 CHAPTER 4: INTERNAL ANALYSIS .46 4.1 Vietnamobile profile 46 4.2 Vietnamobile Organization 47 4.3 Vietnamobile Performance 48 4.4 Vietnamobile SWOT analyses 49 4.4.1 Strengths 49 4.4.2 Weaknesses 49 4.4.3 Opportunities .49 4.4.4 Threats 50 CHAPTER 5: MARKETING-MIX MEASURES FOR VIETNAMOBILE 51 5.1 Vision - Mission - Objectives 51 5.1.1 Vision 51 5.1.2 Mission 51 5.1.3 Objectives 51 5.2 Market segmentation .51 5.2.1 Vietnamobile customer profile 52 5.2.2 Customer survey - Result and Discussion 53 5.2.3 Marketing-mix for students segment 57 5.2.4 Marketing-mix for jobbers segment 59 Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 5.2.5 Marketing-mix for self-employed segment 60 5.2.6 Marketing strategy for mass customer - 3G 60 CHAPTER 6: CONCLUSION 63 REFERENCE 65 APPENDIX 1: QUESTIONNAIRE 68 APPENDIX 2: CUSTOMER SURVEY SUMMARY 71 Declaration of Academic Honesty 75 LIST OF FIGURES AND TABLES Figure TitleName Page 1.1 Framework of analysis 2.2 Marketing mix - 7P model 13 2.4 Product life cycle 16 2.5 Five forces model 17 3.2.1 Mobile market share in Vietnam 20 Nguyen Trung Kien – Sept 4 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 3.2.2 Mobile subscriber in Vietnam 21 3.2.3 Trend of ARPU 22 3.3.1 Key differences between Ha Noi and Ho Chi Minh city 24 3.3.2 Decision making process 26 3.3.3 Outcomes of customer 32 3.4 Reasons to use multiple SIM 34 3.6 Mobile operators in Vietnam 37 4.1 Mobile operators of Hutchison 46 4.2 Organization charge of Vietnamobile 46 4.3 Vietnamobile subscriber movement 47 5.2.1 Vietnamobile customer profile 51 5.2.2 Vietnamobile customer use multi SIM 52 Table TitleName Page 2.3 Factors of PEST analysis 15 5.2.1 Vietnamobile student package 57 5.2.2 Vietnamobile corporate package 58 5.2.3 Figure of 3G in Vietnam 60 ABBREVIATION 2G Second Generation 3G Third Generation ARPU Average Revenue Per User BOM Board of Managers BTS Base Transceiver Station Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CDMA Code Division Multiple Access CP Content Provider CRBT Caller Ring Back Tone FMCG Fast Moving Consumer Goods GDP Gross Domestic Product GPRS General Packet Radio Service GSM Global System for Mobile communications IPO Initial Public Offering LCD Liquid Crystal Display LTE Long Term Evolution MCA Missed Call Alert MCC Mobile Communication Center MIC Ministry of Information and Communications MMS Multimedia Messaging Service MNVO Mobile Network Virtual Operator ROA Return On Assets SIM Subscriber Identity Module SMS Short Message Service VAS Value-added Service VNPT Vietnam Posts and Telecommunication Group WTO World Trade Organization CHAPTER 1: INTRODUCTION 1.1 Problem statement Mobile communication plays an increasingly important role in the human life and for the economic development of the country Mobile communication helps people to exchange information quickly and accurately anywhere and at any time Initially in Vietnam, only two mobile network operators and business areas of mobile communication, which are MobiFone and VinaPhone, exploited the market Now mobile communication market becomes highly dynamic thanks to the entrance of several business networks and operators such as Viettel, S-Fone, Beeline and Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Vietnamobile The integration of these networks has made the mobile market more vibrant and it also leads to the increasingly fierce competition for market share Mobile service market in Vietnam has been assessed as potential and still has opportunities to develop for the new players But after several years focusing on developing strategies to increase the market share, mobile operators began to realize the need to change their strategy to increase their revenues (see below chart) Vietnamobile, a new player in market, will meet more difficulties than others will As Vietnamobile joined the market late, it is very difficult for this operator to gain the quality customers After over two operating years, reaching the fouth position in the market marked is considered a great success for Vietnamobile However, Vietnamobile should review and adopt more efficient marketing policies to increase its market share and increase its revenue by promoting ARPU (Average Revenue Per Unit) This research will apply marketing-mix theories to evaluate the current marketing-mix effectiveness of Vietnamobile and to propose the appropriate recommendations which will help Vietnamobile to reach higher business growth Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 1.2 Objectives of the research This research likes to draw the focus on a real case study: joining market late, but rapid success in terms of market share, now Vietnamobile seems need to innovate its marketing-mix policies to develop more strongly in terms of number of subscribers and quality of services Thus, the objectives of this research are applying marketing knowledge gained from MBA course of SEPT to help Vietnamobile achieving its target 1.3 Research methodology 1.3.1 Framework of analysis The aim of this research is: - Evaluating the current marketing-mix situation of Vietnamobile, analyzing the pros and cons of its marketing application - Propose the appropriate innovations for the marketing-mix policies of Vietnamobile in order to help the company reaching new strategic objectives Figure 1.1 illustrates the framework of analysis for this research This framework guides the planner to follow a logical direction and gain target The planner has to start their marketing planning by understanding the missions and objectives of their company Then, the planner should analyze the current market’s situation It is necessary to analyze the market situation at both external and internal sides External analysis helps planner find out opportunities, and become aware of threats Meanwhile, internal analysis shows to planner weaknesses and strengths of the company Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Figure 1.1: Framework of analysis 1.3.2 Information for the research In order to analyze the marketing-mix implication inside Vietnamobile, it is very important to collect information about below issues: - Important information about Vietnamese economy - Policies of telecommunication industry - Behavior of Vietnamese consumers - Information of mobile operators in the market, focus on top three: Viettel, MobiFone, VinaPhone - Information of Vietnamobile: objective, strengths and weaknesses, products, and marketing activities Nguyen Trung Kien – Sept LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 1.3.3 Sources of information The necessary information and data is obtained from following sources: - Information from telecom journals, books, articles, forums - Information collected from mobile operators’ website - Quantitative survey on existing customers of Vietnamobile - Information obtained from the in-depth interviews with some specific groups: students, job-holders and self-employed people 1.3.4 Methodology Information to analyzed the needs and behaviors of customer of mobile service wasis obtained by quantitative research method The quantitative research wasis implemented by in-depth interviews with existing customers of Vietnamobile and other random people The interview with existing customer of Vietnamobile wasis executed by staff of customer service center They called to a chosen list of customers who are using Vietnamobile and asked questions That is “Outbound Call Survey” Staff of callcenter called to around 2,000 customers Each call lasts from 10 to 15 minutes The objective of this survey wasis to gain understanding about: - Vietnamobile customer profile - Mobile usage behavior Members of Marketing Team of Vietnamobile also helped conducting another survey by interviewing random candidates Each person sent questionnaire form to their friends, relatives and asks them to complete Places of interview awerere anywhere and each interview lasts around 20 minutes Totally, there are 447 successful interviews The objective of this survey wasis to get understanding about: - Mobile usage behavior - Media habits - Differences in demand on mobile serviced of different segments 1.4 Scope and limitation of the research This research has the ambition to help Vietnamobile in evaluating which marketingmix implementations are successful and what should be improved in the future time Thus, the scope of the research mainly focuses on the marketing-mix policies and will not analyze, neither recommend the marketing strategy for Vietnamobile Nguyen Trung Kien – Sept 10 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com further the topic by analyzing the rest elements and designing a back-up plan for Vietnamobile REFERENCE Books: Philip Kotler, “Marketing Management”, eleventh edition, Pearson Education, USA, 2003 Kotler, P & Keller, L K (2009), “Marketing Management”, 13th edition Kotler, P., Adam, S., Brown, L & Amstrong, G (2005), “Principles of Marketing”, 2nd edition; Biggam, J (2009), “Succeeding with your Master’s Dissertation- A step- byStep handbook”; Henry Assael – Peter Reed – Mark Patton, ‘Marketing Principle & Strategy’ Harcourt Brace, Australia, 1995 Philip Kotler, ‘Marketing Insights from A to Z’, John Wiley & Sons, Inc., USA, 2003 John E.G.Bateson., 1995, ‘Managing Services Marketing’ Third Edition London: The Dryden Press Websites: Nguyen Trung Kien – Sept 70 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com http://mic.gov.vn/Attach%20file/sachtrang/SachtrangVietnam2010_Eng.pdf , http://www.gbvs.com.vn/Uploads/Nhan_dinh_dau_tu/Vietnam %20telecommunications%20Report%20_19052011_BMI.pdf http://www.mmclearning.com/elearningdemo/ professionalcertificateinmarketing/tutorials/c9t11/index.html http://www.lookatvietnam.com/2009/06/mobile-price-war-keeps-peopletalking.html, http://vietnambusiness.asia/vietnam-achieves-high-telecom-growth/ http://vietnambusiness.asia/telecom-market-enters-fierce-competition/ http://vietnambusiness.asia/telecom-market-continues-to-be-hot/ http://www.vnpt.com.vn/en/News/SocialAct/View/tabid/241/newsid/11138/ seo/Vietnam-Telecom-market-2010-new-investment-opportunities/ Default.aspx, http://english.vietnamnet.vn/biz/2006/06/586244/ http://english.thesaigontimes.vn/Home/business/ict/16908/ http://vicongdong.vn/news/view.aspx?newsId=1427611 http://vietnambusiness.asia/vietnams-telecom-market-still-on-high-prospect/ http://www.telecomasia.net/node/3583 http://vietnambusiness.asia/a-lot-of-challenges-still-exist-in-vietnam %E2%80%99s-telecom-market/ http://www.vnpt.com.vn/en/News/NewsEvents/View/tabid/219/newsid/ 14627/seo/ITU-Vietnam-ranks-8th-globally-in-terms-of-mobile-penetration/ Default.aspx http://tutor2u.net/business/presentations/marketing/marketingobjectives/ default.html, http://www.consumerpsychologist.com/cb_Segmentation.html, http://static.globaltrade.net/files/pdf/20100403004552.pdf 10 http://mobifone.com.vn 11 http://vinaphone.com.vn 12 http://vietteltelecom.com 13 http://beeline.vn Nguyen Trung Kien – Sept 71 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 14 http://evntelecom.com.vn 15 http://sfone.com.vn 16 http://mic.gov.vn 17 http://gso.gov.vn 18 http://www.nielsen.com/vn.html 19 www.businessmornitor.com APPENDIX 1: QUESTIONNAIRE Full name: ………………………………………………………………………………………… Occupation: ……………………………………………………………………………………… Address: ………………………………………………………………………………………… Segment: Jobber Self-employed A General information Age 22 - 25 26 - 30 31 - 40 Nguyen Trung Kien – Sept 72 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Marriage status Children: Gender Income per month (Million VND) Single Married Male ≤ 10 - 15 Female 3 - ≥ 15 B Mobile Usage Behavior Are you currently using a mobile phone? Are you using prepaid/postpaid? Yes Yes Both 5 - 10 No No How many mobile numbers are you using? ……………………………… Which network are you using for your primary number ……………………………… Which network are you using for your secondary number ……………………………… 10 How long have you been using mobile service? ……………………………… For primary number: ……………………………… For secondary number: ……………………………… 11 What reasons contribute to your choice of primary network operator? (02 main reason) For primary number Tariff Promotion Availability Network quality Network coverage Advertising Recommended Customer service Brand Other …………………………………………………… For secondary number Availability Tariff Promotion Network quality Network coverage Advertising Recommended Customer service Brand Other …………………………………………………… 12 Do you often change your mobile number? No 1 month 3 months? 1 year Other …………………………… 13 Reasons why you change your mobile number? Tariff Promotion Availability Network quality Network coverage Advertising Recommended Customer service Brand Other …………………………………………………… 14 On a monthly basis, how much you spend on mobile usage? (Thousand VND) Nguyen Trung Kien – Sept 73 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com < 100 100 - 200 200 - 300 300 - 500 > 500 15 How much credit you often recharge? (thousand VND) ≤ 50 100 200 300 > 500 16 Which recharge service is most convinient to you ? Retailer Supermarket Internet Automaticial machine ATM Other …………………………………………………… 17 What are the most two favourite services you often use ? Voice SMS VAS 18 Within the last 30 days, which VAS activities did you use ? Exchange rate Wallpaper Game Lottery result Weather forecast CRBT Horoscope Other …………………………… 19 Have you heard about Vietnamobile ? Yes No 20 If yes, please specify through which media types ? TV Leaflet Print Internet Recommended OOH Other …………………………………………………… 21 Which reasons will persuade you use Vietnamobile ?  Support changing number’s notification  Cheaper rate to call off-net comparing to other mobile networks  Join group package (free on-net call for five numbers)  VIP Package (ex:>200,000VND, free on-net voice/sms,50% discount on GPRS fee)  Loyalty programe (ex: monthly gift, discount voucher, lucky draw, gift voucher )  Free data service (GPRS)  Free on-net SMS  Lifetime validity  Nice number/ Meaning number  Other …………………………………………………………………………………… C Media habbit 22 Which are the two media channels you often use ? TV Radio Print Internet 23 Within the last 30 days : What time you watch TV …………………………………………………………… What programs you watch? (tick 02) News Entertainment Sport Series Education Other …… What TV channels you watch (list 03) …………………………… Nguyen Trung Kien – Sept 74 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Which type of TV receiver? Cable Satellite Anten 24 Within the last 30 days,what type of prints you read Print Magazine 25 What are 03 prints you ofter read ……………………………………………………… 26 Within the last 30 days : What time you listen the radio ………………………………………………………… What programs you listen ? News Entertainment Sport (tick 02) Education Other ………………………… What TV channels you watch (list 03) ……………………………………………… Where you listen ? At home Mobile phone On car 27 What are 03 websites you ofter access …………………………………………………… 28 What you mostly use the Read news Entertainment Print internet for ? Email Search information Other … 29 What TV advertising you like the most ? ……………………………………………… 30 What telecom advertising you like the most ? ………………………………………… D Optional 31 What mean of transport you often use ? Car Taxi Motorbike Bus 32 Do you like to use Facebook on mobile phone ? Yes Bike Other … No Nguyen Trung Kien – Sept 75 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com APPENDIX 2: CUSTOMER SURVEY SUMMARY A Age From 22 to 40 years old Jobber Self-employed Catergory Number of sample 337 110 General information 22 - 25 100 22% 13 12% Age 26 - 30 153 34% 35 32% 31 - 40 84 19% 62 56% Single 172 41% 38 35% Married status Married 146 35% 72 65% Children 102 24% 63 57% Male 173 52% 65 59% Gender Female 159 48% 44 41% ≤3 Income per month (million VND) B Are you currently using a mobile phone? Are you using prepaid or postpaid? How many mobile number are you using? Which mobile operator are you using for your primary number ? 70 21% 5% 03-May 96 29% 05-Oct 90 27% Oct-15 37 11% 15 43 13% Mobile Usage Behaviour Yes 337 100% No 0% 213 64% Prepaid Postpaid 86 26% Both 35 10% 207 61% 122 36% >2 3% MobiFone 129 38% VinaPhone 74 22% Viettel 121 36% Vietnamobile 10 3% S-Fone 1% 13 23 22 46 12% 21% 20% 42% 110 43 42 27 50 54 44 30 35 100% 0% 38% 38% 24% 45% 50% 5% 39% 27% 31% 3% 0% Nguyen Trung Kien – Sept 76 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Which mobile operator are you using for your secondary number ? 10 How long have you been using mobile service ? a For primary number b For secondary number 11a What reasons contributr to your choice of primary network operator ? 11b What reasons contributr to your choice of primary network EVN Beeline MobiFone VinaPhone Viettel Vietnamobile S-Fone EVN Beeline ≤ month 0 35 25 39 36 2 0% 0% 24% 17% 27% 25% 1% 1% 3% 0% 0 11 16 28 0 0% 0% 17% 25% 43% 12% 0% 0% 3% 0% - 12 months 2% 1% - years - years > months ≤ month 12 61 184 5% 23% 70% 0% 18 73 1% 19% 78% 1% - 12 months 10 3% 2% - years - years > months ≤ month 25 99 182 33 8% 31% 58% 26% 23 72 13 5% 22% 70% 23% - 12 months 26 21% 11% - years - years > months Tariff Promotion Network quality Network coverage Customer service Brand Recommended Availibity Advertising Other Tariff Promotion Network quality 34 23 10 100 90 149 27% 18% 8% 14% 13% 21% 14 15 23 15 55 25% 26% 16% 21% 14% 50% 135 19% 51 46% 42 71 49 26 11 29 50 75 28 6% 10% 7% 4% 2% 4% 19% 29% 11% 14 26 24 12 17 32 12 13% 24% 22% 5% 5% 11% 17% 31% 12% Nguyen Trung Kien – Sept 77 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 12 13 14 15 16 Network coverage Customer service Brand Recommended operator ? Availibity Advertising Other No intention month months Do you oftern change your mobile number ? months year Other Tariff Promotion Network quality Network coverage Reason why you change Customer service your mobile network ? Brand Recommended Availibity Advertising Other ≤ 100 100 - 200 On a monthly basis, how much you spend on 200 - 300 mobile usage? 300 - 500 > 500 ≤ 100 100 - 200 How much credit you 200 - 300 often recharge? 300 - 500 > 500 Retailer Supermarket Automatical machine 27 10% 9% 11 10 25 13 12 279 12 41 45 45 4% 4% 10% 5% 3% 5% 87% 3% % 2% 4% 3% 21% 25% 18% 12 69 3 12 16 27 19 5% 2% 9% 3% 2% 12% 72% 3% 3% 6% 3% 13% 16% 28% 19% 20 7% 7% 2 24 28 108 104 78 41 43 155 66 28 36 209 17 2% 0% 2% 0% 0% 4% 8% 30% 29% 22% 11% 13% 47% 20% 9% 11% 61% 1% 5% 11 0 14 14 22 33 48 38 17 12 19 62 11% 0% 4% 0% 0% 14% 3% 12% 18% 28% 40% 4% 42% 19% 13% 21% 60% 4% 3% Nguyen Trung Kien – Sept 78 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 17 What are the most 02 favourite services you often you? 18 Within the last 30 days, which VAS activities did you use ? 19 Have you heard of Vietnamobile? 20 If yes, please specify through which media types 21 Which features you would like to receive if you choose Vietnamobile ? Internet ATM Other Voice SMS VAS CRBT Wallpaper Game Lottery result Weather forecast Exchange rate Horoscope Other Yes No Television Print Internet OOH Leaflet Recommended Other Changing number’s notification Cheaper rate to call off-net comparing to other mobile networks Join group package (free onnet call for five numbers) Join VIP Package (ex: >200K, free onnet voice/sms, 50% discount on 71 37 337 239 63 165 25 32 35 17 23 33 280 16 225 80 106 147 38 84 21% 11% 2% 53% 37% 10% 49% 7% 10% 10% 5% 7% 2% 10% 95% 5% 33% 12% 15% 21% 6% 12% 1% 23 110 76 16 33 13 14 16 89 12 56 19 27 25 30 22% 8% 3% 100% 69% 15% 30% 2% 6% 12% 2% 13% 4% 15% 88% 12% 51% 17% 25% 23% 5% 27% 5% 85 11% 26 24% 159 20% 40 36% 45 6% 15 14% 63 8% 23 21% Nguyen Trung Kien – Sept 79 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com C 22 Which are 02 media channels you often use? 23a What time you watch television? 23b What programs you watch? 23c What television channel you watch? GPRS fee) Loyalty programe (ex: monthly gift, discount 54 voucher, lucky draw, gift voucher ) Free data service 79 (GPRS) Free on-net SMS 54 Lifetime validity 81 Nice number/ 170 Meaning number Others 17 Media Habbit Television 270 Print 83 Radio Internet 270 am -11 am 11am - pm pm - 7pm pm - 11 pm 243 11 pm - am 27 News 185 Entertainment 161 Sports 95 Series 194 Education Other VTV3 197 VTV1 96 HTV 35 HTV3 12 HTV7 31 HBO 103 Cinemax 25 Starmovie 53 7% 29 26% 10% 17 15% 7% 10% 18 5% 16% 21% 61 55% 2% 15 14% 43% 13% 0% 43% 1% 2% 2% 86% 10% 29% 25% 15% 30% 1% 0% 32% 15% 6% 2% 5% 17% 4% 9% 94 32 77 82 63 43 41 58 70 32 13 6 35 19 45% 29% 5% 70% 4% 6% 4% 75% 8% 57% 39% 37% 53% 0% 1% 64% 29% 12% 5% 5% 32% 6% 17% Nguyen Trung Kien – Sept 80 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 23d TV receiver type 24 Type of prints you read in last 30days? 25 Three prints/ magazines you often read 26a What time you listen to radio? 26b 26c What programs you listen to? What radio channels you listen to? ESPN MTV Other Cable Satellite Anten Print Magazine Bongda Thoitrang Tiep thi gia ding Khong gian song Thanh dat Mua - Ban Cong an Nhan Dan An ninh The gioi Dang yeu The thao & Van hoa Dep Suc song moi Long dong Tien phong Tap chi PC World The thao 24h am - 10 am 10 am - pm pm - pm pm - 9pm pm - 12pm News Entertainment Sports Education Other VOV traffic Xone FM 30 35 289 15 23 177 77 5% 1% 6% 88% 5% 7% 70% 30% 12 21 97 63 20 11% 4% 19% 88% 8% 4% 76% 24% 83 67 12 10 13 45% 36% 6% 5% 7% 22 20 0 50% 45% 0% 0% 5% Nguyen Trung Kien – Sept 81 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 26d Where you listen to radio? 27 What are the most three website you often access? 28 What you mostly use the internet for? 29 30 D What TV advertising you like the most? What telecom advertising you like the most VOV At home Car Via mobile phone vnexpress.net vietnamnet.vn ngoisa.net dantri.com.vn nhaccuatui.com mp3.zing.vn youtube.com facebook.com google.com other News Entertainment Chat Email Search information Other None Vinamilk Vinaphone 3G Heineken Kiddy Xmen Sony Bravia Triump ACB MobiFone VinaPhone Viettel Vietnamobile Beeline S-Fone EVN Optional 58 42 50% 36% 28 15% 82% 16 14% 3% 187 35 64 128 27 28 31 73 32% 6% 11% 22% 1% 5% 1% 5% 5% 13% 70 12 13 37 4 16 31 82 29 25 48 64% 11% 12% 34% 0% 4% 1% 4% 15% 28% 75% 26% 23% 44% 54 49% 0% 24 21 14 17 0 30% 27% 4% 18% 22% 0% 0% 48 52 29 64 59 19% 20% 11% 25% 23% 1% 0% Nguyen Trung Kien – Sept 82 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 31 What mean of transport you often use? 32 Do you like to use facebook on mobile? Car Motorbike Bike Taxi Bus Other Yes No 77 248 13 10 134 155 22% 70% 2% 4% 3% 0% 46% 54% 41 67 1 25 75 Nguyen Trung Kien – Sept 83 36% 59% 1% 1% 2% 1% 25% 75% LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Declaration of Academic Honesty I hereby declare to have written this Master’s Thesis by my own, having used only the listed resources and tools It is well known to me that a false declaration is deemed to be an offence against the examination regulations of the International SEPT Program and the University of Leipzig Place, Date July 2012 Signature: Nguyen Trung Kien Nguyen Trung Kien – Sept 84 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... reformulation of an earlier idea by his associate, James Culliton, who described the role of the marketing manager as a "mixer of ingredients" in 1948 Elements of the marketing mix are often referred to the. .. there are few new customers buying the product and most of sales volume comes from loyal clients Besides, Therefore, operators often apply loyalty campaigns for their customers to keep them to. .. marketing policies to increase its market share and increase its revenue by promoting ARPU (Average Revenue Per Unit) This research will apply marketing- mix theories to evaluate the current marketing- mix