foreign language department principal marketingessay foreign language department principal marketingessay tiểu luận phân tích chiến lược nhãn hàng vinaphone

Corporate Structure:VNPT owns eight state-affiliated companies, eight joint ventures and 13 other subsidiaries.Vinaphone is one of the biggest mobile networks in Vietnam which is owned b

FOREIGN LANGUAGE DEPARTMENT

PRINCIPAL MARKETING

ESSAY ANALYZE THE VINAPHONE BRAND

Lecturer: Professor Le Thi Hong Minh

Ho chi Minh, Tuesday ,October 15, 2023

ĐẠI HỌC UEH KHOA NGOẠI NGỮ

Môn: MARKETING CĂN BẢN

PHÂN TÍCH CHIẾN LƯỢC NHÃN HÀNG VINAPHONE

Người thực hiện: Nguyễn Ngọc Đức GVHD: GsThs Lê Thị Hồng Minh Khoá học: VB25.1AV01-VB2TTP3/K25.1

Mã khoá học: MAR50316101

Hồ Chí Minh, ngày 15 tháng 10 năm 2023

CONTENT

1 A concise business overview about Vinaphone

2 Characteristics of prospective clients of Vinaphone

3 The product portfolio of the brand of Vinaphone

4 Pricing bundles of brand-name products of Vinaphone

5 Distribution channels for Vinaphone brands

6 Vinaphone Brand marketing strategies

6.1 Target market segment and positioning Brand Target market segment

Positioning Brand

6.2 Product Strategy

6.3 Price Strategy

6.4 Mix Promotion Strategy

6.5 Distribution Strategy

Summary

1 A concise business overview about Vinaphone

Company Overview:

Wholly owned by the government, Vietnam Posts and Telecommunications (VNPT) is the country's main post and telecommunications service provider in 63 cities and provincial areas and

- indirectly - controls the country's two leading mobile operators, VinaPhone and MobiFone operate GSM networks- more than 67-year experience-top 10 nations with highest posts-telecommunication growth rate-connects to over 240 countries in the world.VNPT takes the lead

in the market, accounting for 42,1% In the field of broadband service

Corporate Structure:

VNPT owns eight state-affiliated companies, eight joint ventures and 13 other subsidiaries Vinaphone is one of the biggest mobile networks in Vietnam which is owned by VNPT, with around 29,7 million mobile subscribers

Report on business activities Vinaphone

- As of December 2022, VNPT VinaPhone serves nearly 30 million mobile subscribers, more than

8 million fixed broadband subscribers and 4.5 million MyTV television subscribers nationwide and provides VT-IT services for hundreds of thousands of businesses nationwide

- Important growth indicators for 2022: Labor productivity increases by an average of 8.53%/year; After-tax profit margin on equity grew by an average of 39.2%; Payment to the state budget increased by an average of 4.5%; Profit before tax grew by an average of 12.1%; Total revenue grew by an average of 4.6%; Average income increased by 9.3%/year

Strategy

The potential merger with company MobiFone, if approved by the government, would significantly boost its position in the Vietnamese mobile market

2 Characteristics of prospective clients of Vinaphone

There are 2 easily recognizable customer groups:

- Group of customers loyal to the network: The influence of the group This customer is price sensitive or promotions are not tall And card sales and postpaid fees from loyal customers will account for it a very large percentage of sales compared to the group of disloyal customers This group of customers are mobile users for business and creative purposes brand, maintaining business relationships, or civil servants and people in organizations officials, older people, usually

20 years old or older, capable of generating their own income import This group of customers is very loyal, they often use fixed SIM numbers and numbers Only 1 subscriber number However, sometimes they also use another subscriber number other than business purposes or maintaining relationships but still maintain the main number

Customer groups like to use multiple SIMs, numbers, and subscriptions: Revenue from work

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Selling sim cards to these customers is huge, but the revenue from selling top-up cards and charges Pay later is very little Although they also have fixed numbers to maintain contact but very Sensitive about rates and promotions, often using multiple SIMs Take turns to enjoy promotions and low fares Characteristic is the group Students, students, very young, not yet generating income or having income low, no business This is also a danger to network operators problem of junk sims and burned numbers *

3 The product portfolio of the brand of Vinaphone

Vinaphone mobile, internet, MyTV and VNPT's information technology services

4 Pricing bundles of brand-name products of Vinaphone

a VD90 package:

-Free: 1500 minutes on-net (calls under 10 minutes) - 30 minutes off-net 1GB/day

-Includes 1, 3, 6, 12month packages, 1 month package 90,000 VND - 30 days

b YOLO70 package:

1 GB data/day (out of capacity, stop accessing)

-Includes 1, 3, 6, 12 month packages, 1 month package 70,000 VND - 30 days

c VD120N Package

(calls under 10 minutes) -50 minutes off-network - 1.5 GB/day

-Includes 1, 3, 6, 12month packages, 1 month package 120,000 VND - 30 days

3 kind of this will be (multiply the number of months and the amount for the remaining packages respectively)

d HOME NET 2+ package

- 150Mbps transmission line

- 180 My TV channels (01 Wifi Mesh 5)

- Green Net Internet DV

HOME NET 2 + (inner city of Hanoi & Ho Chi Minh City)

1,440,000 VND - 7 months

HOME NET 2 + (suburban Hanoi, Ho Chi Minh City & 61 T/TP

1,200,000 VND - 7 months

e HOME BIG 2 ORANGE OUTDOOR

Internet connection speed 150Mbps

Equipped with 01 Wifi Mesh 5 +01 Outdoor Camera

HOME BIG 2 CAM OUTDOOR (inner city of Hanoi & Ho Chi Minh City) 1,860,000 VND - 7 months

HOME BIG 2 CAM OUTDOOR (Outskirts of Hanoi, Ho Chi Minh City & 61 T/C) 1,620,000 VND - 7 months

5 Distribution channels for Vinaphone brands

Including 5 main channel:

6 Vinaphone Brand marketing strategies

6.1 Target market segment and positioning Brand

Target market segment

Market survey :

Mobile phone usage is increasing popular for all ages and demography groups, particularly young people they use mobile phone for their work and with cost below 200,000 VND/month Male use mobile phone more than female On average they make 3 calls and SMS daily and 20 minutes calling out weekly The need to use value-added services is increasing Mobile phone users in Vietnam in general are divided in four groups of customers: the conservative, the price-conscious, the fashion follower and the influencer The largest market segment belongs to the group of mid-age (31-55 ) customers or the price-conscious (30%)

However, about 20-22% mobile phone users are fashion followers and the influencers, who concern most on brands, images, fame and advanced technology The development of technology from 2G to3G, 4G is changing customer needs, opening up a whole new.

The survey on consumer behavior :

Understanding of customer service on the 3G mobile network is significantly Specifically, there are 70.2% of customers said that 3G services have the ability to access high-speed Internet by mobile phone, 68.6% understand that lets perform video calls, 64.3% 3G is a service that provides more applications for users, and 63.8% said that 3G means data transmission speed is faster than data transmission services other

By age: customer group aged under 45 understanding of the service on most 3G mobile network.

On the usage time: the customers of ages 15-45, those have used mobile phones for a year are

only 15.3%, for two years this number is 18.7%

Call frequency: Young customers call frequency statistics: the largest group is 29.2% who make

3 to 5 calls a day, while service video call expected usage frequency of about 10 calls a day increase over 20% percentage and using an intranet calling network or combo package " 3G + intranet calls"

Message per day: Young people today tend more message is calling because the message that

more effective when communicating with direct call According to the survey results, 41.4% available to young customers have the level most frequently messaging over 20 messages in a day

or some

Web browse: Since the provision of 3G services, customers often lead surf accounted for only

28.7% they only surf when really necessary

Download application and game: The survey results showed that only 10.3% of the customers in

the form of music downloads, clips often by cellphone mainly of songs that they love While there were only 51.7% load customers, they have needs, the remaining 33.9% no load ever

Customer loyalty:

27% of young subscribers of Vinaphone had the idea of the network, of which 37% plan to move

to MBF, 28% switched to Viettel, and 34% switched to other networks

21% of MobiFone subscribers intending to switch to other networks Of these, 25% switched to

Vinaphone network, 39% switched to Viettel, and 36% switched to other networks

31% of subscribers of Viettel had the idea of networking Of these, 27.7% switched MobiFone, Vinaphone 48% switched, 24% switched to other networks

-The remaining 20.6% of the network had the idea of networking Of these, 10% switched MobiFone, Vinaphone 49% and 40% switched to switch to Viettel

Highlight :

 Up to 80% of the customers are students using the services of Viettel, 15% use the services of VNPT, the rest are of other networks

 Most customers use 2 SIM, in which a long-term fixed-SIM uses a SIM chasing promotions

 Most young clients have rated Viettel quite amazing because they understand the customer, the customer received a lot of deals, deals waves often very timely, fast and consistent with the wishes

of groups this has the psychological switch to number of Viettel to be used to call packages or internal messaging network with very low cost

Positioning Brand

Assess Vinaphone current brand positioning is the third position .To rise to second place, Vinaphone needs:Efforts to build brand image associated with community activities and accompany in programs with retailcustomers

6.2 Product Strategy

Base on BCG growth share matrix to divide 4 portfolio product become to 4 region to determine the life cycle of a product help company decide what if should keep , sell or invest more or change

model

6.3 Price Strategy

Our pricing strategy is based on 4 criteria: Cost based, Target profit, Value pricing, Competition based

Cost-based pricing is easy to calculate and implement, covers all expenses and can justify price increases effectively to customers.

A target pricing strategy will be Increased Profitability, Improved Customer Perception, Increased Sales Volume, Flexibility, Reduced Risk

Customer value-based pricing is a pricing strategy where businesses charge a price based

on the perceived value of their product or service to the customer

Competition Based Pricing is a pricing model where your price points are heavily influenced by those of your competitors

6.4 Mix Promotion Strategy

VNPT made successful steps in promoting communication activities to customers, expanding market share and enhancing competitiveness

Table 1 Promotion methods to customers of network operators (Unit: %)

Messages from the network operators

Leaflets, banroll, etc promotion methods

Direct selling progra

Friends, relatives

Mass media channels such as newspapers, television,

radio.

Network operators’ websites

Others

(Source: authors’ synthesis from the survey)

7.2 18.8 5.3

13

4.9 18 7.4 3.7

Customers receive promotional information

Viettel Vinaphone Mobifone

94.6 7.3

96.3 6.2

95.7 8.7

9 4.7

5.8 4.3

According to Table 1, the ratio of customers who receive information about promotions, new products are a high proportion rate of Viettel is 94, 6%; Vinaphone is 96.3%; and Mobifone is 95.7%., which proves that advertising activities to promote products for customers are activities that are organized continually on a regular basis the most effective means of communication is the network message sent to customers when having promotion program

To increase competitive advantage: Compared with the two carriers Viettel,MobiFone Vinaphone is the network that should be offers a 50% promotion value of top up: on average, there are about 3 promotion programs for all mobile subscribers a month (other networks are 2 program / month) with 6-12 promotion programs to recharge cards for specific groups of customers using 2 sim

Applying Unique and differentiated customer care programs:combo package call 2 network free

or carry out many meaningful for the community and society: implementing connecting Vinaphone and Mobifone subscribers with messaging programs: supporting the poor through National Humanitarian Portal 1400; and supporting the "Cow Bank" program to help farmers in poor districts across country

6.5 Distribution Strategy

Building distribution systems to ensure the coverage of goods, making it easy for customers to find high quality products should be develop synchronized

According to the survey of consumer when being asked “When there is a demand for a product (for example, buying a scratch card or a network adapter), are you easy to buy that product?”, more than 90% of the respondents said easily buy the products of the network when being in need, and more than 95% of customer said that they often choose to buy products from points of sale of sim cards, groceries the orientation of building distribution channels of the mobile telecommunications service enterprises as Vinaphone is very suitable with customer needs, helping customers easily experience and use the services of the network operators

To expand the market size and increase sales volume, Vinaphone need to Connect with many other types of distribution channels such as banking and school channels

YES NO YES NO YES NO 90.7 9.3 91.4 8.6 91.3 8.7 Buy at retail points (sim card, grocery,

pub ) near living, studying, working places

Online stores

Authorized dealer

Buy via online channels (online shop, fanpage )

of the telephone network

(Source: authors’ synthesis from the survey)

Table 2 Places to buy products of customers on the market of mobile telecommunications services (Unit: %)

Viettel Vinaphone Mobifone Easy to buy products

97.3 95.1 98.6

Summary

To promote the development of a healthy, safe and efficient market is vinaphone must be focus on for category mobile telecommunications services to enhance ability competition & effort more in internet connecting with 5 G network in accordance with the orientation of Vietnam's telecommunications market development strategy to 2025

THANH YOU FOR YOUR READING