FINAL REPORT SERVICE MARKETING SERVICE MARKETING ZALOPAY

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION FINAL REPORT SERVICE MARKETING SERVICE MARKETING: ZALOPAY By: Group 06 Advised by: Phan Hà Thanh Nhã Major: Marketing Year: 2022 Ho Chi Minh City, April 23, 2022 0 TEACHER’S COMMENT 0 Member List Full Name Bùi Thị Ngân Thuỷ (Leader) Nguyễn Minh Quang Student ID Working 719H0132  Market Overview  Target Customer  Value through the Complete 100 % marketing mix 719H0900   Customer attrition About ZaloPay  Price  Customer retention 100 % strategies  People Hà Thúc Vũ 719H0934  Physical evidence  Value through the  marketing mix Value through the 100 % marketing mix Nguyễn Trung Quân 719H0104  Place  Build customer 100 % engagement Phan Hoàng Huy Nguyễn Lê Thanh Thảo 717H0322 71704416 0  Promotion  Process  About company  About ZaloPay  Conclution 100 % 100% THANK FOR To be able to carry out and complete the report on the topic "Service Marketing ZaloPay.", I have received a lot of support and help as well as concern and encouragement This report is also completed based on the reference, learning experience from related research results, specialized books, and newspapers of many authors at universities, research organizations, organizations, politics published on the internet, books, newspapers, etc Especially, the support and guidance from teachers who are teaching at Ton Duc Thang University and the help, facilitate material and spiritual support from family and friends First of all, we would like to express our deep gratitude to lecturer Mr Phan Hà Thanh Nhã - the instructor who directly teaches the class always spent a lot of time and effort in guiding and supporting us throughout the learning process, practice, accumulating knowledge, and make and complete reports Although I tried very hard to complete the report, it was due to my nascent knowledge, lack of professional experience, as well as difficulties in teamwork due to the impact of the ongoing epidemic situation Complicated, so there are many shortcomings I hope that the teachers will have comments and help to improve the topic Ho Chi Minh City, April 23, 2022 0 DECLARATION OF AUTHORSHIP THE THESIS HAS BEEN ACCOMPLISHED AT TON DUC THANG UNIVERSITY I here by declare that this thesis was carried out by myself under the guidance and supervision of Mr Phan Hà Thanh Nhã; and that the work contained and the results in this thesis are true and have not been either submitted anywhere for any previous purpose or published in any other literature The data and figures presented in this thesis are for analysis, comments, and evaluations from various resources by my own work and have been fully acknowledged in the reference part In addition, other comments, reviews and data from other authors, and organizations used in this thesis have been acknowledged, and explicitly cited I will take full responsibility for any fraud detected in my thesis Ton Duc Thang University is unrelated to any copyright infringement caused on my work (if any) Ho Chi Minh City, April 23, 2022 0 MENU INTRO .1 Market size: .1 Market trends: 1 About the Service: .2 1.1 VNG Company: .2 1.2 ZaloPay: Target customer: 2.1 Partner 2.2 Potential partners .6 2.3 EndUser Delivering customer- experience value: 3.1 Value through the marketing mix: 3.1.1 Service quality: .8 3.1.2 Service guarantees: 3.1.3 Service recovery program: 11 3.2 Price .12 3.3 Place 15 3.4 Promotion: .19 3.4.1 “Lì xì gắn kết tình thân” campaign .19 3.4.2 IMC tools of campaign 20 3.4.3 Results of the campaign 23 3.5 People 24 3.5.1 Coaching: .24 3.5.2 Consultant: 25 3.6 Process: 25 3.7 Physical evident .27 3.7.1 Facilities: Website: https://zalopay.vn/ 28 3.7.2 Ideal working environment 28 Customer attrition: .28 Customer retention strategies: 29 0 5.1 Loyalty schemes: 29 5.2 Customer club 30 5.3 Sales promotion .31 Build customer engagement: .31 6.1 Gamification: 33 6.2 Relational attachment: 35 6.2.1 Influencer Marketing 35 6.2.2 Partner Marketing: VNG Promotes Strategic Cooperation With Universities 35 6.2.3 Affiliate Marketing: 37 6.2.4 Referral Marketing .37 6.3 Values-based attachment 38 6.3.1 Campaign "Million hearts of gold, join hands to fight the epidemic": 38 6.3.2 Campaign “Saigon is tolerant” .39 6.3.3 Campaign “Mang Tet ve nha” 2022: 41 CONCLUSION 44 REFERENCE 45 0 Figure List Figure 1: Logo of VNG Company .2 Figure 2: Logo of ZaloPay Figure 3: ZaloPay ' phone interface .4 Figure 4: Flowchart of service delivery .6 Figure 5: Grocery stores combine traditional payment methods with modern ones 15 Figure 6: ZaloPay has cooperated with Lotte Mart 16 Figure 7: Lazada users can pay via ZaloPay .17 Figure 8: Paying with ZaloPay is very popular right now 18 Figure 9: MV Tấm Cám Đại Chiến 21 Figure 10: Gamification 33 Figure 11: Gamification 34 Figure 12: Gamification3 35 Figure 13: Partner Marketing 36 Figure 14: Affiliate Marketing 37 Figure 15: Nitizen's Responding .39 Figure 16: Campaign app interface 41 Figure 17: Campaign "Mang Tet ve nha" 43 Table List Table 1: Table of fees for using ZaloPay's services 12 Table 2: Popular types of transaction via e-wallets 19 Table 3: ELECTRONIC Wallet ACTIVITIES COMPLAINT PROCESS 27 Table 4: Customer Respondents 32 0 INTRO Market size: The Vietnam mobile payment market size was valued at $250 billion in 2019, and is projected to reach $2,732 billion by 2027, growing at a CAGR of 30.2% from 2020 to 2027 Mobile payment refers to a payment method in which money is transferred from various mobile devices such as smartphones, tablets and other smart devices, for purchasing a product or services In addition, various banks and financial institutions are providing mobile payment services as it provides bank customers with convenient, fast and secure payment processing systems Furthermore, mobile payments eliminate the need of carrying cash, credit cards and debit cards for paying for a particular product and services as well as provide a secured substitute for the cash-based transaction In addition, various industries such as entertainment & media, transportation, BFSI and others, are rapidly adopting mobile payment services This helps in improving the security of the payment method and provides faster payment services, which is propelling the Vietnam mobile payment market growth Market trends: With the growth of the Vietnamese e-commerce segment and the COVID-19 pandemic have made using digital payment services, especially e-wallets, the “new normal” among many of the highly connected consumers in Vietnam In 2020, there were around 19.2 million mobile wallet users in the country, and the number of users was forecast to grow almost three-fold between 2020 and 2025 According to a survey conducted in 2021, the usage rate of e-wallets reached close to 60 percent among respondents across Vietnam This rate was noticeably higher in bigger cities, such as HaNoi or Ho Chi Minh City The same survey also revealed that over 60 percent of Vietnamese users had at least two e-wallet apps in use 0 About the Service: 1.1 VNG Company: Full name: VinaGame Figure 1: Logo of VNG Company - Mission: Technology Creation and People Development For a better life VNG believes in the power of the Internet and sets the mission of giving Internet users a meaningful experience - Core Value: VNG's strength is its people and corporate culture Based on the guideline of core values, members at VNG always have a spirit of dedication for the common development of VNG and the community - Location: VNG Campus - Z06 Street No.13, Tan Thuan Dong Ward, District 7, Ho Chi Minh City - Typical products:  VNG is the leading Internet and Technology Company in Vietnam, has an extremely rich ecosystem of Technology products, meets the needs and builds solid trust with more than 100 million customers both at home and foreign countries  Currently, the company is focusing on developing strategic product groups including: Online games (Games): Vo Lam Truyen Ky, Kiem The, etc.; Connection platforms such as Zing, Zalo, 123 Go, Bao Moi ; Electronic payment method: 123 Pay, ZaloPay and Cloud service VNG CLOUD 0 Figure 5: Grocery stores combine traditional payment methods with modern ones - MT : Expand into chains Convenience stores: GS25, 7-Eleven, Vinmart, Family mart, 15 0 Figure 6: ZaloPay has cooperated with Lotte Mart - E-commerce: Cooperate with B2B channels such as Sendo, Lazada and Shopee to make it easier for customers to pay 0 services such as direct money transfer via zalo messages without having to access the app and many other incentive programs such as, accumulate points for gifts, longtime members or save gold pigs With a survey on consumer behaviour and evaluation when using the application, the majority of people think that Zalopay is a good application with many utilities 6.1 Gamification: Another highlight is Adtima's in-app gamification strategy to encourage users to regularly interact with the online payment feature right on the chat box The game "Rain of lucky money" encourages users to complete transaction tasks, helping them get used to this new form of payment - Simple rule Figure 10: Gamification 33 0 - Encourage the use of ZaloPay to change turns Figure 11: Gamification - Practical Award 34 0 Figure 12: Gamification3 6.2 Relational attachment: 6.2.1 Influencer Marketing Mỹ Tâm is a celebrity who is regularly invited by ZaloPay as a special guest in ZaloPay's advertising programs and campaigns, based on the influence of Zalo's main customer group (GenX, Y) through the following channels events, activities that can help customers use products like their favourite celebrities 6.2.2 Partner Marketing: VNG Promotes Strategic Cooperation With Universities With the mission "Grow People’, VNG has promoted cooperation with universities through signing MOUs with University of Engineering and Technology - Vietnam National University Hanoi City, University of Information Technology - VietNam National University Ho Chi Minh City, Hanoi University of Science and Technology, 35 0 Ho Chi Minh Foreign Trade University, Fullbright University with many meaningful activities has been implemented Employee Mobilisation:  On November 15, 2020, VNG CEO, Mr Le Hong Minh appeared at the talk show “Build technologies Grow people” was held at Danang University of Science and Technology The event attracted more than 1,000 students from the Information Technology faculty of the University to participate  Although the epidemic is complicated, CodeTour 2020 - an annual algorithm contest organized online by VNG and Big-O Coding, still attracts more than 1,000 contestants to participate in the competition VNG hopes that this competition will be a place where young people worldwide can practice together and nurture the young generation of technology in Vietnam  In 2020, VNG Campus has welcomed more than 2,500 visitors, including VNG's strategic partners such as the Embassy of Indonesia, the Embassy of the United Kingdom, etc and many students from universities across the country Figure 13: Partner Marketing 36 0 6.2.3 Affiliate Marketing: With many applications linked and advertised right in the ZaloPay application Partner applications such as Fahasa, VietJet Air, or the hotel chain SaiGon Hotel, affiliate advertising help distributors and Zalo create a connection with customers, and customers are also easier to use in a variety of ways service right in ZaloPay Figure 14: Affiliate Marketing 6.2.4 Referral Marketing  As an application that is regularly present in campaigns aimed at the charity community, the transmission of positive messages is what ZaloPay always aims for users At the same time, special offers only for the user community are also helping ZaloPay users to convey to friends and relatives the utility of the application This helps to expand the user community 37 0 6.3 Values-based attachment ZaloPay has had many campaigns with high ethical value, but the most prominent in the last years are the following three campaigns: 6.3.1 Campaign "Million hearts of gold, join hands to fight the epidemic":  Timeline: ZaloPay launched a campaign from April to June 30, 2020 in the program of the whole people to support epidemic prevention  Key Message: "Million hearts of gold, join hands to fight the epidemic" - A small action with great meaning  Idea: Derived from responding to the call of the Praesidium of the Central Committee of the Vietnam Fatherland Front ZaloPay accompanies the fight against COVID-19 as a channel to receive contributions from the community  Implement: The goal that ZaloPay expects will be billion VND, of which billion will be received from the community and the remaining billion will be contributed by ZaloPay The most obvious difference that ZaloPay's campaign brings is doubling the donation amount That is, if the community supports 1, ZaloPay will contribute more, the total fund will receive This is an attraction and creates many emotions for the online community  Result: On April 10, 2020, VND 1.6 billion was transferred to the COVID-19 prevention fund As soon as the campaign is launched and spreads to the community, it is also the time when they give a lot of sympathy and positive feedback about this campaign 38 0 Figure 15: Nitizen's Responding 6.3.2 Campaign “Saigon is tolerant”  Timeline: ZaloPay launched a campaign from the middle of July 2021  Key Message: "Million hearts of gold, join hands to fight the epidemic" - A small action with great meaning  Idea: VNG Joint Stock Company (VNG) has officially launched the project 'Saigon Bao Dung', a technology platform that helps prestigious voluntary units in Ho Chi Minh City, the 'strong sponsors' on the Internet The whole country and people facing difficult circumstances during the Covid-19 epidemic connect with each other  Implement: Born after less than 72 hours of pregnancy, Saigon Bao Dung project wishes to connect the sponsors and volunteer units to the people who are in need of 39 0 aid the most in the City Even many volunteer units that are present on the Saigon Bao Dung platform are expanding to provide thousands of meals to be sent to isolation areas, field hospitals for doctors, nurses and anti-epidemic forces At the same time, people across the country can "contribute" to support Ho Chi Minh City by directly donating through bank accounts or via ZaloPay e-wallet to units carrying out relief activities In addition, people who need help can also search for support locations based on the lookup feature by District, District in the most accurate and fastest way In parallel with the above project, VNG also urgently contacted suppliers to support 150,000 masks, 11,000 level protective suits and 110 boxes of medical gloves for doctors and medical staff at the hospital 23 hospitals in HCMC Besides, ZaloPay e-wallet has also cooperated with Lazada and its partners to launch the initiative of '0 Dong mini supermarket' right on Lazada From here, the disadvantaged will be able to go to the 'supermarket' free of charge with goods donated from benefactors across the country 40 0 Figure 16: Campaign app interface  Result: More than 20 volunteer units have been present on the Saigon Bao Dung platform, spread across 10 districts and districts in the city, typically Cho Lac Xuong organisation, Ho Chi Minh City Youth Social Work Team, Foundation Charity and Social Protection of the Crescent Moon, etc It is expected that the platform will connect with 60 prestigious social organizations in the coming time to expand the network to support people and orient to maintain long-term help Volunteer units carry out many meaningful community activities not only during the Covid-19 epidemic 6.3.3 Campaign “Mang Tet ve nha” 2022:  Timeline: ZaloPay launched a campaign from April to June 30, 2020 in the program of the whole people to support epidemic prevention 41 0  Key Message: ZaloPay e-wallet is very honored to accompany the Program Organizing Committee, we believe that your contribution, big or small, means a lot to the community  Idea: The program is organized with the goal of giving free round-trip air tickets, round-trip car tickets and round-trip train tickets to students, young workers and laborers with difficult circumstances who are having a baby living and working in the southern provinces, returning home to celebrate Tet in the central and northern provinces  Implement: "Mang Tet ve nha" in 2022 will continue to be held under the coordination of the Ho Chi Minh Communist Youth Union Central Committee and Suntory PepsiCo Vietnam Beverage Co., Ltd In which, ZaloPay e-wallet is proud to be the companion to call for individuals and organisations to replicate the journey during the Lunar New Year this year  Result: The program "Bring Tet home" in 2022 is expected to give away 540 round-trip air tickets, 2,475 round-trip car tickets, 275 round-trip train tickets and meaningful gifts for students and young workers People and workers away from home with difficult circumstances return to their hometown to celebrate the Lunar New Year of the Tiger in 2022 42 0 Figure 17: Campaign "Mang Tet ve nha" 43 0 CONCLUSION As for the values that Zalopay brings to customers, it is preferential policies, promotions, utilities with each service integrated on the application platform and customer care services with the same capabilities Absolute account security The above are the core values of ZaloPay for customers to help increase customers' trust in Zalopay According to experts, in order for users to change their payment habits and switch to non-cash payment methods, Vietnam needs a diverse, rich, and confidential application ecosystem essential for everyday applications that users use all the time Well aware of this trend, ZaloPay has constantly improved to build a wide-ranging ecosystem with the desire to become an indispensable wallet in the daily life of Vietnamese users Up to now, ZaloPay has linked with 33 banks and international card organizations Visa, Mastercard, JCB, and connected with hundreds of payment partners nationwide Customers can transfer money and pay for daily utilities such as electricity, water, internet fee, recharge phones, buy airline tickets, movie tickets, etc or shop online and scan QR payments at stores Thus, right on the phone with the ZaloPay application, users can experience seamless payment from essential needs, daily utilities to shopping, travel, dining, entertainment with just a few minutes The fact that ZaloPay accompanies the "Cashless Day 2020" is an act of great significance, especially in the context that the Bank, ministries and sectors are focusing on implementing tasks to promote cashless payments according to the Government's policy Through practical activities, ZaloPay has contributed to perfecting the Government's goals, improving the user experience, and gradually making efforts to change the payment habits of people across all regions 44 0 REFERENCE Anh, P (2020, 27) ZaloPay đẩy mạnh phát triển 'cộng đồng không tiền mặt' tảng Zalo Retrieved from TuoiTre Online: https://tuoitre.vn/zalopay-day-manh-phat-triencong-dong-khong-tien-mat-tren-nen-tang-zalo-20200527063448397.htm Minh, N N (2021, 10 28) E-wallets in Vietnam - statistics & facts - Nguyễn Ngọc Minh Retrieved from Statista: https://www.statista.com/topics/8647/e-wallets-in- vietnam/#dossierKeyfigures Môi trường làm việc hấp dẫn (2022, 17) Retrieved from VIECOI.vn: https://viecoi.vn/camnang-nghe-nghiep/chi-tiet-moi-truong-lam-viec-hap-dan-tai-vng-1143.html Nhân, L D (2018, 7) Tìm hiểu mơ hình đào tạo nhân VNG Retrieved from HACHIUM: https://hachium.com/blog/tim-hieu-mo-hinh-dao-tao-nhan-su-cua-vng/ Trang, H T (2019, 12 9) VNG gì? Những thơng tin thú vị liên quan đến tập đoàn VNG Retrieved from 365 TIMVIEC: https://timviec365.vn/blog/vng-la-gi-new7835.html VNG (n.d.) VNG information Retrieved from VNG.com: https://www.vng.com.vn/ Wikipedia (2021, 11 27) ZaloPay gì? Retrieved from Indovermetal: https://mindovermetal.org/zalo-pay-la-gi-1638014780/? fbclid=IwAR0vJ8AQl4vGcneEm8ZalVa5DzuGYgwxjFguvvQgpmS0JHMPyFpuBRU 4Ods ZaloPay (2022) Quy định dịch vụ Retrieved from ZaloPay: https://zalopay.vn/quydinh/chinh-sach-phi-dich-vu-tren-ung-dung-thanh-toan-zalopay? fbclid=IwAR2U9AV98bdhFfOZSI1dhkg5oOFQ9WlnlmhAQN9LQ segObGw1R48wZQE 45 0 ... to carry out and complete the report on the topic "Service Marketing ZaloPay. ", I have received a lot of support and help as well as concern and encouragement This report is also completed based... research and improve ZaloPay'' s services Besides that, ZaloPay won’t share any customer’s information to the third person unless that bank or companies provide the service on ZaloPay Exceptions... for services  This fee schedule is effective from March 1, 2022  The above fees are inclusive of VAT Table 1: Table of fees for using ZaloPay'' s services Number Service Charges A Top up/Pay ZaloPay