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FINAL REPORT SERVICE MARKETING SERVICE MARKETING ZALOPAY

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Tiêu đề Service Marketing: Zalopay
Tác giả Group 06
Người hướng dẫn Phan Hà Thanh Nhã
Trường học Ton Duc Thang University
Chuyên ngành Marketing
Thể loại Final Report
Năm xuất bản 2022
Thành phố Ho Chi Minh City
Định dạng
Số trang 102
Dung lượng 1,8 MB

Cấu trúc

  • 1. About the Service (16)
    • 1.1. VNG Company (16)
    • 1.2. ZaloPay (18)
  • 2. Target customer (24)
    • 2.1. Partner (24)
    • 2.2. Potential partners (24)
    • 2.3. EndUser (26)
  • 3. Delivering customer- experience value (28)
    • 3.1. Value through the marketing mix (28)
      • 3.1.1. Service quality (28)
      • 3.1.2. Service guarantees (30)
      • 3.1.3. Service recovery program (34)
    • 3.2. Price (36)
    • 3.3. Place (72)
    • 3.4. Promotion (0)
      • 3.4.2. IMC tools of campaign (0)
      • 3.4.3. Results of the campaign (0)
    • 3.5. People (0)
      • 3.5.1. Coaching (0)
      • 3.5.2. Consultant (0)
    • 3.6. Process (0)
    • 3.7. Physical evident (0)
      • 3.7.1. Facilities: Website: https://zalopay.vn/ (0)
      • 3.7.2. Ideal working environment (0)
    • 5.2. Customer club (0)
    • 5.3. Sales promotion (0)
  • 6. Build customer engagement (0)
    • 6.1. Gamification (78)
    • 6.2. Relational attachment (82)
      • 6.2.1. Influencer Marketing (82)
      • 6.2.2. Partner Marketing: VNG Promotes Strategic Cooperation With Universities (82)
      • 6.2.3. Affiliate Marketing (86)
      • 6.2.4. Referral Marketing (86)
    • 6.3. Values-based attachment (88)
      • 6.3.1. Campaign "Million hearts of gold, join hands to fight the epidemic" (88)
      • 6.3.2. Campaign “Saigon is tolerant” (90)
      • 6.3.3. Campaign “Mang Tet ve nha” 2022 (94)

Nội dung

About the Service

VNG Company

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.

VNG's core strength lies in its people and corporate culture, which are guided by three fundamental values The team at VNG embodies a spirit of dedication, focusing on the collective growth of both the company and the community it serves.

- Location: VNG Campus - Z06 Street No.13, Tan Thuan Dong Ward, District 7, Ho Chi Minh City.

VNG is Vietnam's premier Internet and Technology Company, boasting a diverse ecosystem of innovative technology products that cater to the needs of over 100 million customers both domestically and internationally, establishing strong trust in its brand.

The company is currently prioritizing the development of four strategic product groups: online games like Vo Lam Truyen Ky and Kiem The; connection platforms such as Zing, Zalo, 123 Go, and Bao Moi; electronic payment solutions including 123 Pay and ZaloPay; and the cloud service VNG CLOUD.

The final report on service marketing for Zalopay highlights key strategies and outcomes It emphasizes the importance of understanding customer needs and preferences to enhance service delivery The report outlines effective marketing techniques that have been implemented, showcasing their impact on customer engagement and retention Additionally, it discusses the integration of digital tools to streamline operations and improve user experience Overall, the findings indicate a positive trend in service marketing effectiveness, positioning Zalopay for continued growth in a competitive market.

Founded in 2004, VNG has significantly shaped the entertainment landscape for young people in Vietnam, effectively tapping into the gaming potential of the local market The company's efforts have played a crucial role in ushering in a new golden age for online entertainment platforms in Vietnam.

VNG leverages its technological strengths and human resources to diversify its business into promising yet challenging sectors, including entertainment platforms and electronic payments, achieving notable success in these areas.

ZaloPay

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and brand loyalty It emphasizes the importance of targeted marketing campaigns, effective communication channels, and data-driven decision-making to optimize service delivery Additionally, the report outlines the significance of understanding customer needs and preferences to tailor services that meet market demands By leveraging innovative marketing techniques, Zalopay aims to strengthen its market position and drive sustainable growth in the competitive landscape.

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and brand visibility It emphasizes the importance of tailored marketing approaches to meet the unique needs of the target audience The report also discusses the effectiveness of various digital marketing channels in driving user acquisition and retention Additionally, it outlines actionable recommendations for improving service delivery and customer satisfaction, ensuring Zalopay remains competitive in the rapidly evolving market landscape.

Zalo Pay, a mobile payment application developed by VNG Company and owned by Zion Joint Stock Company, has been licensed by the State Bank of Vietnam since January 18, 2016 With its robust security features and a wide range of useful functionalities, Zalo Pay has gained significant popularity, particularly due to its integration within the already extensive Zalo social network ecosystem Today, it stands out as one of the most favored e-wallets in Vietnam.

Zalo Pay wallet offers a range of essential features designed to meet users' payment needs efficiently Key functionalities include money transfers, QR code payments, and NFC/Bluetooth transactions for Android devices Users can conveniently pay utility bills, send gifts for special occasions, and make credit card payments with VISA and MasterCard With a strong emphasis on information security and a commitment to "Payment in 2 seconds," Zalo Pay prioritizes speed and convenience for its users.

Currently, there are 4 ways to classify services such as:

+ People Processing+ Mental Stimulus Processing+ Possessing Processing+ Information ProcessingZaloPay's e-wallet service belongs to the group of Information Processing, which directly provides possessing and intangible acts.

The final report on service marketing for Zalopay highlights key strategies and insights into enhancing customer engagement and satisfaction It emphasizes the importance of digital marketing techniques tailored to the unique needs of Zalopay's target audience The report also outlines effective promotional campaigns that have successfully increased brand awareness and user acquisition Additionally, it discusses the integration of customer feedback mechanisms to continually improve service offerings Overall, the findings provide a comprehensive overview of Zalopay's marketing efforts and their impact on business growth.

Figure 4: Flowchart of service delivery

Step 1: Users download ZaloPay application from Appstore or CH Play Step 2: User logs in to confirm personal information

Step 3: User selects the link with the desired type of bank or payment Step 4: Choose the type of service you want to use

Step 4.1: Pay for purchases, goods, services, etc via QR code or BarcodeStep 4.2: Transfer money via e-wallet

Target customer

Partner

ZaloPay currently partners with over 100 major enterprises across Vietnam, offering comprehensive collection and payment services Its partners span diverse industries, including electricity, telecommunications, mobile services, television, personal finance, banking, aviation, entertainment, and gaming.

Potential partners

The final report on Zalopay's service marketing highlights key strategies and outcomes that enhance customer engagement and brand visibility The analysis emphasizes the importance of targeted marketing campaigns, effective use of digital platforms, and customer feedback integration By focusing on these areas, Zalopay aims to strengthen its market position and drive growth in the competitive landscape of financial services.

 Collect money for goods and services

EndUser

 Both male and female, but according to Neilsen 54% ZaloPay accounts are female

 ZaloPay's target audience was young adults (20 to 35-years-old), who already had an active demand for mobile payment or transfer b Hobbies:

 Online purchase, online payment, online transaction on a regular basis on Lazada, Baemin, Tiki, Sendo.

 Loving the convenience of cashless payments. c Location:

 Ho Chi Minh city is the biggest target market (41%)

 Ha Noi city is the second (23%)

 Other big cities such as: HaiPhong, DaNang, CanTho, BinhDuong, etc (36%) d Behavioural:

 Internet savvy, open-minded and quickly adopt new trend adopters

To effectively compete in the crowded mobile payment market, ZaloPay needed to offer a user-friendly and intuitive money transfer solution that would encourage users to engage with its services alongside popular alternatives like Momo and Viettel Pay.

The final report on service marketing for Zalopay outlines key strategies and insights aimed at enhancing customer engagement and driving brand loyalty It emphasizes the importance of targeted marketing campaigns and the integration of digital platforms to reach a wider audience Additionally, the report highlights the effectiveness of personalized communication and customer feedback in refining service offerings By leveraging data analytics, Zalopay can optimize its marketing efforts and improve overall service delivery, ultimately leading to increased customer satisfaction and retention.

 Want to be an explorer, tend to link with the purposeful brand

Delivering customer- experience value

Value through the marketing mix

ZaloPay has distinguished itself in the e-wallet industry by fostering familiarity, reliability, and convenience for users, thanks to its integration with the widely-used Zalo messaging app This seamless transition encourages more people to adopt ZaloPay, significantly enhancing trust in its products and services.

In the highly competitive e-wallet industry, brands must innovate their marketing strategies to effectively attract customers Zalopay has excelled in this area by leveraging customer insights and executing impactful marketing campaigns that include extensive brand activations and social media communications A key to their success has been the integration of their services into the Zalo chat application, which aligns with the successful super-app model.

Zalopay utilizes technology to enhance customer access to features and announce new programs, demonstrating commitment and professionalism through well-defined touchpoints Their 24/7 customer support service is designed to address all inquiries, reflecting a strong dedication to timely and effective customer care.

The app has undergone significant upgrades to enhance user experience and strengthen brand visibility Additionally, strategically placed static QR codes in stores consistently offer promotions and are designed with a professional touch.

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and brand visibility It emphasizes the importance of targeted marketing campaigns that resonate with the audience, leveraging digital platforms to maximize reach Additionally, the report discusses the effectiveness of data-driven decision-making in optimizing marketing efforts and improving customer satisfaction Overall, it serves as a comprehensive guide for implementing successful service marketing initiatives within the Zalopay framework.

Zalopay, integrated within the Zalo application, consistently engages customers by reminding them of exclusive offers, vouchers, and upcoming bill payments The app's notifications also highlight new promotions, enhancing customer retention through multiple touchpoints This ongoing communication fosters a sense of care and reinforces brand loyalty among users.

Zalopay addresses customer inquiries by offering a range of topics on its website, allowing users to easily find answers to their service-related questions Additionally, the app provides a convenient support center, enabling customers to reach out via text or call for assistance at any time.

As the market modernizes and shopping becomes increasingly technological, convenience is emerging as a key competitive factor across various service industries In sectors like mini supermarkets and restaurants, payment options such as Mastercard, Visa, and electronic wallets have gained acceptance Among these, ZaloPay stands out for its user-friendly interface, speed, and extensive partnerships with major businesses, fulfilling all the essential criteria for an effective e-wallet application.

ZaloPay is a mobile payment platform, or e-wallet, that allows users to make online money transactions on phones and tablets.

ZaloPay, owned by VNG, a leading technology company in Vietnam, is rapidly growing within the online payment market, leveraging its integration with a community of 70 million Zalo users.

Currently, ZaloPay is a payment partner of Visa, MasterCard, Vietcombank,Vietinbank, BIDV, Sacombank, Eximbank, SCB Bank, Viet Capital Bank, JCB,

The final report on service marketing for Zalopay highlights key strategies and insights that enhance customer engagement and brand visibility It emphasizes the importance of tailored marketing approaches to meet consumer needs effectively The report also details the impact of digital marketing channels in driving user acquisition and retention Additionally, it outlines the significance of data analytics in optimizing marketing campaigns and improving service delivery Overall, the findings underscore the necessity of innovative marketing techniques to maintain a competitive edge in the digital payment sector.

ZaloPay is accessible on both the App Store and CH Play platforms, and users can also download the APK file directly from Zalo's homepage Upon opening the application, users receive step-by-step guidance for basic operations to help them navigate and become familiar with its features.

The Support Center directory provides detailed answers to user manual inquiries, frequently asked questions, and common customer issues Customers can also submit support tickets or reach out via the Zalo switchboard and the application's Facebook Fanpage for assistance.

ZaloPay offers a variety of integrated applications through its platform, allowing users to easily access services based on their needs Customers can click on specific service icons to utilize features such as booking movie tickets, paying tuition fees, and managing apartment payments, all within the ZaloPay app.

Customers can easily rate and comment on the application in the customer feedback section or on app stores like CH Play and App Store ZaloPay prioritizes the security of customer information, incorporating advanced fingerprint security features to ensure a safe user experience This commitment to security helps users feel confident when using ZaloPay.

ZaloPay maintains a comprehensive transaction history, clearly documenting each transaction with essential details such as the date, time, and unique transaction code, enabling customers to easily review their activities.

Price

ZaloPay has emerged as a leading player in the e-wallet industry, employing a competitive pricing strategy to retain existing customers and attract potential users from rival brands.

The overview of usage costs is not too different from direct competitors such as: Momo, AirPay, ViettelPay, etc.

ZaloPay currently offers free deposits and money transfers within its wallet, with fees only applicable for services related to card signals and international payments Below is a detailed breakdown of the associated fees for these 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

A Top up/Pay ZaloPay with money sources

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and brand visibility It emphasizes the importance of targeted marketing campaigns and the utilization of digital platforms to reach a broader audience Additionally, the report outlines effective methods for analyzing customer feedback and adapting services to meet evolving market demands Overall, Zalopay's service marketing approach focuses on building strong relationships with customers while driving business growth through innovative marketing techniques.

Zalo Pay, a mobile payment app developed by VNG Company and owned by Zion Joint Stock Company, has been licensed by the State Bank of Vietnam since January 18, 2016 It offers a range of useful features and robust security measures Leveraging the existing popularity of the Zalo social network, Zalo Pay has quickly gained traction and is now regarded as one of the most popular e-wallets in Vietnam.

Zalo Pay wallet offers a range of essential and unique features designed to meet users' payment needs effectively These capabilities enhance the overall user experience, making transactions convenient and efficient in daily life.

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and satisfaction It emphasizes the importance of digital marketing channels in reaching target audiences effectively The report outlines various promotional tactics and their impact on brand visibility and customer acquisition Additionally, it discusses the significance of data analytics in refining marketing approaches and improving service offerings Overall, the findings provide a comprehensive overview of Zalopay's marketing efforts and their effectiveness in a competitive landscape.

+ Possessing Processing + Information Processing ZaloPay's e-wallet service belongs to the group of Information Processing, which directly provides possessing and intangible acts.

The final report on service marketing for Zalopay highlights key strategies and insights that enhance customer engagement and drive brand loyalty It emphasizes the importance of targeted marketing campaigns and the integration of digital tools to optimize user experience The report also discusses the effectiveness of various promotional tactics and their impact on sales performance By analyzing consumer behavior and preferences, Zalopay aims to refine its marketing approach, ensuring alignment with market trends and customer expectations Overall, the findings underscore the critical role of innovative service marketing in achieving business objectives and fostering long-term growth.

Figure 4: Flowchart of service delivery

Step 1: Users download ZaloPay application from Appstore or CH Play Step 2: User logs in to confirm personal information

Step 3: User selects the link with the desired type of bank or payment Step 4: Choose the type of service you want to use

Step 4.1: Pay for purchases, goods, services, etc via QR code or Barcode Step 4.2: Transfer money via e-wallet

2.1 PartnerZaloPay's main source of income is from business partners Therefore, the target

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and brand visibility It emphasizes the importance of targeted marketing campaigns, effective communication channels, and leveraging digital platforms to reach a wider audience Additionally, the report outlines performance metrics that assess the effectiveness of marketing efforts, ensuring continuous improvement and adaptation to market trends Overall, the findings provide a comprehensive overview of Zalopay's marketing initiatives, showcasing their commitment to delivering exceptional service and value to customers.

The final report on service marketing for Zalopay provides an in-depth analysis of the company's marketing strategies and their effectiveness It highlights key performance metrics, identifies target demographics, and evaluates customer engagement tactics The report also discusses competitive positioning and offers recommendations for enhancing brand visibility and customer loyalty Overall, it serves as a comprehensive guide for improving Zalopay's service marketing efforts to achieve greater market penetration and customer satisfaction.

 Direct interaction with sales agents 2.3 EndUser a Demographic:

 Both male and female, but according to Neilsen 54% ZaloPay accounts are female

 ZaloPay's target audience was young adults (20 to 35-years-old), who already had an active demand for mobile payment or transfer b Hobbies:

 Online purchase, online payment, online transaction on a regular basis on Lazada, Baemin, Tiki, Sendo.

 Loving the convenience of cashless payments. c Location:

 Ho Chi Minh city is the biggest target market (41%)

 Ha Noi city is the second (23%)

 Other big cities such as: HaiPhong, DaNang, CanTho, BinhDuong, etc (36%) d Behavioural:

 Internet savvy, open-minded and quickly adopt new trend adopters

To stay competitive in the crowded mobile payment landscape, ZaloPay needed to offer an easy and intuitive money transfer solution, catering to users of various internet mobile banking apps and non-social mobile payment services like Momo and Viettel Pay.

The final report on service marketing for Zalopay highlights key strategies and insights into enhancing customer engagement and brand visibility It emphasizes the importance of targeted marketing campaigns to effectively reach the desired audience The report also discusses the integration of digital platforms to streamline service delivery and improve customer experience Additionally, it outlines metrics for measuring the success of marketing efforts, ensuring continuous improvement in service offerings Overall, the findings provide a comprehensive overview of effective service marketing practices tailored for Zalopay's growth and success.

 Want to be an explorer, tend to link with the purposeful brand

3.1 Value through the marketing mix:

The final report on Zalopay's service marketing highlights key strategies and outcomes that have shaped its market presence This comprehensive analysis delves into various marketing techniques employed by Zalopay, emphasizing their effectiveness in enhancing customer engagement and brand visibility The report also outlines the challenges faced in the competitive landscape and the innovative solutions implemented to overcome them Overall, Zalopay's service marketing efforts demonstrate a commitment to adapting and thriving in a dynamic market environment.

In previous years, Zalopay has effectively utilized marketing strategies and promotions that focus on customer insights, achieving significant success through numerous brand activations and social media communications Notably, the integration of services within the Zalo application has proven to be a successful approach, reinforcing the effectiveness of the super-app model.

Zalopay leverages technology to enhance customer access to features and announce new programs, demonstrating a commitment to professionalism through well-defined touchpoints The company offers 24/7 customer support, adhering to established care processes and scenarios, showcasing the service team's dedication to timely assistance and responsiveness to customer inquiries.

The app has undergone significant upgrades over the years, enhancing its user-friendly design to leave a lasting impression and strengthen brand identity Additionally, the strategically placed static QR codes in stores are complemented by attractive promotions and professional setups, ensuring an engaging customer experience.

Place

- GT : Grocery stores, Coffee shops can apply to speed up customer service,

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and optimizing marketing efforts It emphasizes the importance of targeted campaigns, effective communication channels, and data-driven decision-making to improve service delivery The report also discusses the role of digital marketing in reaching broader audiences and the necessity of adapting to market trends to stay competitive By focusing on customer needs and leveraging technology, Zalopay aims to strengthen its market position and foster long-term loyalty among users.

Figure 5: Grocery stores combine traditional payment methods with modern ones

- MT : Expand into chains Convenience stores: GS25, 7-Eleven, Vinmart, Family mart,

The final report on Zalopay's service marketing highlights key strategies and outcomes that have shaped its market presence Emphasizing the importance of digital marketing techniques, the report outlines how Zalopay has effectively engaged its target audience Additionally, it discusses the integration of innovative payment solutions that cater to customer needs, driving user adoption and satisfaction The findings suggest that a focused approach to service marketing can significantly enhance brand visibility and customer loyalty in the competitive fintech landscape.

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

The final report on Zalopay's service marketing outlines key strategies and outcomes of the marketing efforts It emphasizes the importance of digital marketing channels in enhancing brand visibility and customer engagement The report highlights successful campaigns that have driven user acquisition and retention, showcasing Zalopay's innovative approach to service marketing Additionally, it provides insights into market trends and customer preferences, which are crucial for future marketing initiatives Overall, the report serves as a comprehensive analysis of Zalopay's marketing performance and strategic direction.

Build customer engagement

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.

The final report on service marketing for Zalopay highlights key strategies and insights that can enhance customer engagement and drive brand loyalty By focusing on targeted marketing campaigns and leveraging digital platforms, Zalopay aims to improve user experience and increase market share Additionally, the report emphasizes the importance of data analytics in understanding consumer behavior and tailoring services to meet their needs effectively Overall, the findings suggest that a comprehensive approach to service marketing is crucial for sustaining growth and competitiveness in the financial technology sector.

- Encourage the use of ZaloPay to change turns

The final report on Zalopay's service marketing outlines key strategies and insights aimed at enhancing customer engagement and satisfaction It emphasizes the importance of targeted marketing campaigns and effective communication channels to reach potential users Additionally, the report highlights the need for continuous market analysis to adapt to changing consumer preferences By leveraging data-driven approaches, Zalopay aims to strengthen its brand presence and drive growth in the competitive digital payment landscape.

Relational attachment

Mỹ Tâm, a prominent celebrity, frequently collaborates with ZaloPay as a special guest in their advertising campaigns This partnership leverages her influence among Zalo's primary customer demographic, Gen X and Y, through various events and activities designed to encourage customers to engage with products endorsed by their favorite stars.

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 - VietnamNational University Hanoi City, University of Information Technology - VietNamNational University Ho Chi Minh City, Hanoi University of Science and Technology,

The final report on service marketing for Zalopay highlights key strategies and outcomes in enhancing customer engagement and brand visibility This comprehensive analysis outlines the effectiveness of various marketing techniques employed by Zalopay, showcasing their impact on user acquisition and retention By leveraging digital channels and optimizing service offerings, Zalopay has successfully positioned itself in the competitive market The report emphasizes the importance of continuous improvement and adaptation in marketing strategies to meet evolving consumer needs and preferences.

Ho Chi Minh Foreign Trade University, Fullbright University with many meaningful activities has been implemented Employee Mobilisation:

On November 15, 2020, Mr Le Hong Minh, CEO of VNG, spoke at the talk show “Build Technologies Grow People” at Danang University of Science and Technology, engaging over 1,000 students from the university's Information Technology faculty.

Despite the complexities of the epidemic, CodeTour 2020, an annual online algorithm contest organized by VNG and Big-O Coding, successfully attracted over 1,000 participants VNG aims for this competition to serve as a platform for young people worldwide to collaborate and foster the next generation of technology talent in Vietnam.

In 2020, VNG Campus attracted over 2,500 visitors, featuring key strategic partners like the Embassies of Indonesia and the United Kingdom, along with numerous university students from across the nation.

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and satisfaction It emphasizes the importance of understanding target demographics and tailoring marketing efforts to meet their needs Additionally, the report discusses the effectiveness of digital marketing channels in reaching a wider audience and driving conversions By implementing data-driven approaches and leveraging customer feedback, Zalopay aims to optimize its service offerings and improve overall brand loyalty The findings suggest that continuous innovation and adaptation to market trends are crucial for maintaining a competitive edge in the service marketing landscape.

ZaloPay enhances user experience by integrating various partner applications like Fahasa, VietJet Air, and SaiGon Hotel directly within its platform This affiliate advertising strategy fosters connections between distributors and customers, making it more convenient for users to access a wide range of services directly through ZaloPay.

ZaloPay consistently focuses on delivering positive messages to the charity community through its campaigns, enhancing user engagement Exclusive offers for users not only showcase the application's benefits but also encourage them to share its utility with friends and family, thereby expanding the user community.

The final report on service marketing for Zalopay highlights the effectiveness of strategic marketing initiatives aimed at enhancing customer engagement and brand visibility It emphasizes the importance of understanding consumer behavior and preferences to tailor services that meet their needs The report also discusses the integration of digital marketing channels to optimize outreach and drive conversions Key performance metrics indicate a positive trend in user acquisition and retention, showcasing Zalopay's commitment to delivering exceptional service experiences Overall, the findings underscore the significance of continuous improvement and innovation in service marketing strategies.

Values-based attachment

6.3.1 Campaign "Million hearts of gold, join hands to fight the epidemic":

 Timeline: ZaloPay launched a campaign from April 1 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.

ZaloPay has joined the fight against COVID-19 by responding to the call from the Praesidium of the Central Committee of the Vietnam Fatherland Front, serving as a vital platform for community contributions.

ZaloPay aims to raise a total of 6 billion VND, with 3 billion coming from community contributions and the other half matched by ZaloPay itself This campaign uniquely doubles the donation impact; for every 1 VND donated by the community, ZaloPay adds another 1 VND, effectively increasing the total fund to 2 VND This approach not only enhances the fundraising effort but also resonates deeply with the online community, fostering a sense of connection and excitement.

On April 10, 2020, a significant contribution of VND 1.6 billion was made to the COVID-19 prevention fund, marking the successful launch of a community campaign that garnered widespread sympathy and positive feedback.

The final report on service marketing for Zalopay highlights key strategies and insights into effective marketing practices It emphasizes the importance of understanding customer needs and preferences to enhance service offerings The report also discusses the role of digital marketing in reaching target audiences, leveraging social media, and optimizing online presence Additionally, it outlines the significance of data analysis in measuring campaign success and refining marketing strategies Overall, the report serves as a comprehensive guide for improving service marketing efforts in the competitive landscape.

 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.

VNG Joint Stock Company has officially unveiled the 'Saigon Bao Dung' project, a technology platform designed to connect reputable voluntary organizations in Ho Chi Minh City with individuals across the country facing challenges during the Covid-19 pandemic This initiative aims to foster collaboration and support for those in need, highlighting the strength of community sponsorship online.

 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

The final report on service marketing for Zalopay highlights key strategies and outcomes in enhancing customer engagement and brand visibility It emphasizes the importance of targeted marketing campaigns and effective communication channels to reach potential users By analyzing market trends and consumer behavior, Zalopay aims to optimize its service offerings and improve customer satisfaction The report also outlines the impact of digital marketing initiatives and their role in driving user acquisition and retention Overall, the findings provide valuable insights for future marketing efforts to strengthen Zalopay's position in the competitive landscape.

ZaloPay plays a crucial role in supporting Ho Chi Minh City by facilitating the delivery of thousands of meals to isolation areas and field hospitals for healthcare workers and epidemic response teams Individuals nationwide can contribute to these relief efforts by donating directly through bank accounts or via the ZaloPay e-wallet Additionally, those in need can easily locate support services by utilizing the lookup feature organized by district Concurrently, VNG has reached out to suppliers to provide essential protective gear, including 150,000 masks and 11,000 level 3 protective suits.

In a significant initiative, 110 boxes of medical gloves have been donated to doctors and medical staff across 23 hospitals in Ho Chi Minh City Additionally, ZaloPay has partnered with Lazada to introduce the '0 Dong mini supermarket,' allowing disadvantaged individuals to access essential goods at no cost, thanks to generous donations from benefactors nationwide.

The final report on service marketing for Zalopay outlines key strategies and insights aimed at enhancing customer engagement and driving growth It emphasizes the importance of understanding target demographics and tailoring marketing efforts to meet their needs Additionally, the report highlights the effectiveness of digital marketing channels and the necessity of leveraging social media platforms to reach a broader audience By implementing data-driven approaches and continuous performance analysis, Zalopay can optimize its marketing strategies for better results and increased brand loyalty.

Over 20 volunteer organizations have joined the Saigon Bao Dung platform, covering 10 districts in the city, including notable groups like Cho Lac Xuong, the Ho Chi Minh City Youth Social Work Team, and the Crescent Moon Foundation The platform aims to connect with 60 reputable social organizations soon, enhancing its network to provide sustained support for those in need These volunteer units engage in numerous impactful community activities, extending their efforts beyond the Covid-19 pandemic.

6.3.3 Campaign “Mang Tet ve nha” 2022:

 Timeline: ZaloPay launched a campaign from April 1 to June 30, 2020 in the program of the whole people to support epidemic prevention.

The final report on service marketing for Zalopay highlights key strategies and insights aimed at enhancing customer engagement and brand visibility It emphasizes the importance of targeted marketing campaigns and the utilization of digital platforms to reach a broader audience The report also discusses the effectiveness of data-driven decision-making in optimizing marketing efforts Furthermore, it outlines recommendations for improving customer experience and increasing brand loyalty, ultimately driving growth for Zalopay in a competitive market.

 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.

The program aims to provide free round-trip air, car, and train tickets to students, young workers, and laborers facing challenging circumstances in the southern provinces This initiative supports those who are expecting a baby and wish to return home to celebrate Tet in the central and northern provinces.

The "Mang Tet ve nha" initiative in 2022 will be organized in collaboration with the Ho Chi Minh Communist Youth Union Central Committee and Suntory PepsiCo Vietnam Beverage Co., Ltd ZaloPay e-wallet is honored to partner in encouraging individuals and organizations to participate in this meaningful journey during the Lunar New Year celebrations.

In 2022, the "Bring Tet Home" program aims to provide 540 round-trip air tickets, 2,475 round-trip car tickets, and 275 round-trip train tickets, along with meaningful gifts for students and young workers facing challenging circumstances, enabling them to return to their hometowns for the Lunar New Year celebrations.

The final report on service marketing for Zalopay highlights key strategies and insights into enhancing customer engagement and brand awareness It emphasizes the importance of leveraging digital channels to reach target audiences effectively Additionally, the report outlines successful marketing campaigns and their impact on service adoption rates By focusing on user experience and feedback, Zalopay aims to refine its offerings and strengthen customer loyalty Overall, the findings provide a comprehensive overview of effective service marketing practices tailored for Zalopay's unique market position.

Figure 17: Campaign "Mang Tet ve nha"

Ngày đăng: 24/12/2023, 15:12

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