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As a marketing assistant for VTC Mobile Joint Stock Company, my primary responsibility is to oversee the direct marketing activities for our popular game product, Phuc Kich, in Vietnam. To achieve this objective, I will employ a variety of direct marketing techniques such as targeted email campaigns, SMS promotions, and telemarketing initiatives. These strategies will enable us to directly reach out to our customers and provide them with information about the latest updates and promotions related to Phuc Kich.Moreover, I will also collaborate with our sales team to organize events and product exhibitions in key locations across Vietnam. This approach will help us to engage with potential customers, generate interest in the game, and ultimately increase sales.In addition, I will analyze customer data to identify trends and preferences that can help us to refine our marketing strategies and tailor our campaigns to suit the needs of our customers.Overall, my goal is to increase brand awareness and drive sales for Phuc Kich through targeted and effective direct marketing activities.
GRADUATION REPORT Subject: Direct marketing activities for Phuc Kich game product of VTC Mobile Joint Stock Company in Vietnam Instructors: Ms Corine MONTOYA Mr Nguyen Hoang Giang Class: CN17.Mar2 Student: VO Hoang Yen Date of birth: 25/03/2002 Acknowledgement In order to complete this essay and have a successful file implementation process, in addition to my own efforts and applying the learning knowledge used during the years at the Thuong Mai University, I was also helped by many people Thank you to Ms Corine Motoya for having more detailed instruction sessions on report making and for explaining more things I did not understand so that I had an overview and know how to make this report completely more fine-tuned I would like to thank Mr Nguyen Hoang Giang - my instructor during my internship for guiding me to choose the right topic and guiding me through the tools to complete this report Thank you to Mr.Nguyen Phuc Vuong for guiding me at the internship so that I can get a good job and experience during my internship In the process of making the thesis report, if there are any mistakes, I hope the jury will have comments to help me improve Best regards Reasons for choosing the topic Playing online games has probably become one of the most popular entertainment games among schoolchildren, students and many office workers alike The strong development of the Internet as well as mobile technology in Vietnam in recent years has made online games more and more open and made it an indispensable entertainment game for many people However, the online game market in Vietnam is also facing great challenges Firstly, most of the games being released are imported games from abroad The publisher's revenue must therefore be shared with partners Besides, because it is an imported game, the content of some games is not suitable for Vietnamese culture That's why there are many opinions that we not really have a game industry in the true sense Second, the fierceness in the online game business has really begun, which is typical of the fact that not all games imported into Vietnam are successful With the outstanding development trend of the online game industry along with the increasingly outstanding progress of Internet Marketing, users can clearly see the drastic change in the way developers approach players operating Game Online in Vietnam in the past years Currently, in Vietnam, there are only two big game companies, VTC mobile and Vinagame VNG, that produce games and initially export games to the international market A series of activities bombarding traditional advertising, PR on social networking sites, forums and a number of other forms we can see that companies have applied very popularly and quite effectively Internet activities Marketing into your business model And in fact, for VTC's PhucKich game product, it has built a fairly large Fanpage as well as available the basic foundations of an online game in the Vietnamese market, now with the development trend of the Internet, People's entertainment needs are increasing, so I feel it is necessary to seize the opportunity and promote marketing activities for the game at this time The marketing tool I choose is Online Marketing, specifically the social network Facebook and on some Game Forums TABLE OF CONTENTS Acknowledgement Reasons for choosing the topic .3 I Introduction about VTC Mobile and Phuc Kich game products Company introduction: Products II.Analysis of the environment Macro environment analysis a Political b Economic .7 c Social d.Technological .8 e Legal Micro-environment analysis a Targeted customer: b Competitors: c Pressure from suppliers d Company organizational structure: 3.SWOT: 10 II.Activities during the internship .11 Missions overview: .11 Details of the job in charge 13 III Results of the internship: .22 The results of the tasks: 22 Experiences gained during internship: 23 3.Difficulties encountered during practice 25 Some personal solutions and suggestions .25 CONCLUSION 31 I Introduction about VTC Mobile and Phuc Kich game products Company introduction: VTC Mobile Services Joint Stock Company (abbreviated as VTC Mobile) is a member unit of Vietnam Multimedia Communications Corporation - VTC VTC Mobile was established in 2009, operating in the field of digital content industry, one of the three spearheads of TMT (Technology - Media - Telecom) being developed by VTC in the overall strategy "COMMUNICATION ECONOMY" “DIGITAL KNOWLEDGE” As a subsidiary of the leading telecommunications corporation in Vietnam, VTC Mobile has inherited more than 20 years of experience as well as a solid foundation in branding and synergy Along with a professional, young, dynamic and enthusiastic team, VTC Mobile has quickly achieved many successes in the fields of: game publishing, game production, social networking, electronic payment, training technology and digital content, online education - Mission & Core Values "Pioneer for Vietnamese mobile life" As technology develops, digital life becomes closer and becomes an indispensable part of modern society Understanding that, and at the same time seeing the development potential of technology and digital content in Vietnam, along with inheriting the experience and results from VTC Corporation's long experience in this field VTC Mobile has determined for itself the task of becoming a pioneer organization in building and developing digital life, especially entertainment services, utilities, mobile connectivity, contributing to improving the quality of life quality of life of Vietnamese people With core values: Pioneering technology, creating markets People are the key factor Creative and dynamic Teamwork and unity Share and collaborate Products Phuc Kich is a game following the trend of Esport, is an electronic sport with a clearly defined form of competition like in sports, the rules of determining victory and defeat are strictly regulated E-Sports is different from regular games in that it requires gamers to think in competition, practice skills, ability to combine with teammates and have a sports spirit Phuc Kich is MMOFPS (it's an acronym for Massively Multiplayer Online First Person Shooter, a multiplayer first-person shooter genre, where players compete their talents through Rooms, each of which consists of 8-12 rooms people, games of this genre often have a diverse arsenal of weapons, even with some games including tanks, helicopters and fighters and character level doesn't matter) developed by Crytek The difference of Phuc Kich is that gamers can play on the Web platform, however, before that, they still have to download the installation version to their computer In addition to owning a beautiful and eye-catching graphics platform, Phuc Kich, although a shooting game, requires teamwork and high coordination between players The game owns a diverse and interesting mission system, divided into types, "Normal" and "Professional" with the main forms being map crossing, target hunting, building defense or escorting Due to the nature of an online game, players anywhere can participate in the game at any time as long as there is a network and a computer with a pre-installed client Phuc Kich is completely free to all players But to achieve a high level or a different level, you will have to pay a cost for extra items in the game through coin recharge (converted from vcoin - VTC's main currency system) (Poster on Phuc Kich’s Website) II.Analysis of the environment Macro environment analysis a Political Vietnam is currently being evaluated as a country with a stable political background regulation, security, social order and national defense are maintained, the legal system is completed, the economic environment develops dynamically This is a very important premise for fast and sustainable socio-economic development, improving the attractiveness and Vietnam's competitive position, especially in the current international political context many uncertainties and complications The increase in foreign investment, international economic cooperation in Vietnam due to political stability will be an important factor promoting the growth of television and mobile services This is a good condition for VTC to have the opportunity to cooperate with major partners in the world to improve competitiveness as well as provide service for partners b Economic The development of the economy has a great influence on the demand for different types of products services in general, including television and mobile services Economic factors affecting the strategic planning of VTC include: economic growth rate, inflation, fluctuations in prices and exchange rates c Social •Population: As of December 31, 2022, the population of Vietnam is estimated at 99,329,145 people The number of men is 49.61 million people, accounting for 49.9%, (Source: https://danso.org/viet-nam/) Among them, young people account for about 60% The large population as analyzed above is a very favorable condition for service deployment as well as market expansion of VTC •Income In 2022, Vietnam strives to achieve a GDP per capita of about 3,900 USD People's living standards are increasingly improving, helping people have access to increasingly diverse and rich entertainment services d.Technological Along with the advancement of science and technology, the entertainment industry develops relatively quickly and there is always a breakthrough in technology, standards and technologies are constantly born to overcome the limitations of the industry current technology and meet the needs and experiences of users Therefore, choosing the right technology and investing in equipment will ensure the improvement of quality and user experience Therefore, technology is a very important factor for the development and market expansion of VTC e Legal Most recently, on July 15, 2013, the Government continued to issue Decree 72/2013/ND-CP on management, provision and use of Internet services and online information, which officially took effect on June 15, 2013 On September 1, 2013, Circular 60/2006 was annulled Accordingly, the Government will again license the release of online games in Vietnam with very specific regulations on the content and script of licensed games The Decree also sets forth strict regulations, limiting the negative effects of games on social life Game Phuc Kich of VTC has been licensed and approved, always ensuring the provisions of the law Micro-environment analysis a Targeted customer: Male, 18 - 30 years old, loves playing games and has a hobby of experiencing FPS Game lines b Competitors: In Vietnam, in addition to products such as Special Hero, Fast Squad, etc of three major publishers, FPT Online, VTC game and Vinagame, Raid with attractive gameplay has surpassed to become a game game Online shooting is very successful The game has created a craze and created a trend about shooters over the years in Vietnam Although the same company VTC, but Raid is a game product of the subsidiary VTC Intecom (also known as VTC Game) With the super product Ambush, VTC Mobile is hoping to attract many players to compete with the FPS game Raid c Pressure from suppliers The pressure from suppliers is increasing, requiring VTC to strongly increase its initiative in ensuring a stable, quality and effective supply d Company organizational structure: Advantages and disadvantages of the organizational apparatus - - Advantage: The parent-subsidiary company form has great capital advantages, rapidly expands the scale of production and business, innovates technology, improves product quality, and meets the requirements of the market Ability to concentrate, harmonize capital, overcome limitations and lack of capital of each separate unit, enabling subsidiaries to raise capital internally with lower cost of capital compared to the market Defect: Being dominated by the parent company, so the autonomy in the operation of the subsidiaries is still limited, so sometimes the subsidiaries will not operate as efficiently as separate companies In the course of operation, conflicts may arise between the subsidiary and the corporation because some of the subsidiary's activities will benefit the company but not the whole parent-child combination It could be a product development conflict new products, product strategy… 3.SWOT: Strengths (S) Weakness (W) The division of the number of posts and the specific posting time plays an important role in maintaining a fanpage because if you post too little, you will lose interaction, not attract customers or post too much will also cause trouble and not attractive about the time I chose the time frame with high traffic of the day In addition, I also have to report on the performance of the whole fanpage, including: analyzing data on the number of followers, the number of interactions through each post to make certain adjustments to the content Facebook Page Likes 126.534 Age&Gender 60% 50% 40% 30% 20% 10% 0% 18-24 25-34 Male 35-44 Female 45-54 Facebook Page visits 71.434 ↑ 12,9% 30000 25000 20000 15000 10000 5000 Reply comments: Customer comments also have many categories such as: need advice, answer questions about events, discounts, items, new characters in the game or complaints about slow recharge, errors while loading, game errors, game maintenance, so for each type of customer comments I have to have different ways of replying, usually my side will not use automatic messages to increase interaction with customers ( In Vietnamese) ( Reply to customer comments ) c Select message and form of forum seeding: The use of Forum seeding tool in the following forms: