DSpace at VNU: A study on connected marketing and the case of FPT Corporation's Project Vicongdong

A study on connected marketing and the case of FPT Corporation's Project Vicongdong Trầ n Thi ̣Chiên Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Kinh doanh quản lý; Mã số: 60 34 05 Người hướng dẫn: TS Trầ n Đoàn Kim Năm bảo vệ: 2010 Keywords: Quản trị kinh doanh; Marketing; Dự án; Tập đoàn FPT; Tiếp thị Content TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT i i TOM TAT iv TABLE OF CONTENTS vi LIST OF ABBREVIATIONS vii i LIST OF TABLES ix LIST OF FIGURES ix INTRODUCTION CHAPTER 1: LITERATURE REVIEW- CONNECTED MARKETING 1.1 Definition: Connected Marketing 1.1.1 Marketing 1.1.2 Connected Marketing 1.2 Types of Connected Marketing 1.2.1 Word of mouth marketing 1.2.2 Buzz marketing 12 1.2.3 Viral marketing 15 1.3 The power of Connected marketing in digital age 18 1.3.1 Widely connection between the company/organization and customer 18 1.3.2 Building customer's trust 18 1.3.3 Cutting marketing cost 19 1.3.4 Measuring communication result 20 1.4 Marketing model 20 1.4.1 Ways of transferring information 20 1.4.2 Marketing model 22 1.5 The process to practice a Connected Marketing Campaign 24 1.5.1 Customer investigation and choosing Opinion leaders (OL) 24 1.5.2 Creating transferred messages 27 1.5.3 Seeding trials 28 1.5.4 Spreading a Connected Marketing Campaign 32 1.5.4.1 Transferring information principles 32 1.5.4.2 Method of transferring information 33 1.6 Measurement of transferring information 37 CHAPTER 2: EXTERNAL ENVIRONMENT ANALYSIS AND CONNECTED MARKETING ACTIVITY OF VICONGDONG 39 2.1 External environment analysis 39 2.1.1 Conditions for the application of Connected Marketing activity in Vietnam 39 2.1.2 Analysis on charity activities in Vietnam 50 2.2 Connected Marketing activity at Vicongdong 53 2.2.1 Introduction about Vicongdong project 53 2.2.2 Condition for Vicongdong doing Connected Marketing 60 2.2.3 Analysis on Connected Marketing activities in Vicongdong project 62 2.3 Some comments on the efficiency of Connected MarketingCampaign at Vicongdong project 85 CHAPTER 3: RECOMMENDATIONS 91 3.1 Developing direction of business and Marketing strategy of Visky-FPT 91 3.2 Developing new marketing solution 93 3.3 Some other proposals 106 CONCLUSION 107 REFERENCES 109 References: 2-5 7-8 Administration Department (2007), Visky FPT Alexa.com Arndt (1994), Word of Mouth Advertising, page3 baamboo.com Blythe Mason, Worldwide Marketing Program manager on the website 10-21 Connectedmarketing.com Cimigo (October and November 2009), Vietnam Netcitizens online, 22-24 slideshare.net Community Developing Department, Visky- FPT 25-26 FLI blog (2009) 27 - 28 FPT (2007), “Documentary of establishing FPT’s Foundation”, FPT Corp 29 Gladwell,M (2000), “The Tipping Point: How Little Things Can Make a Big 30 Difference”, Boston: Little, Brown and Company, page 259 Greg Nyilasin (2006), Word of mouth: what we really know - and what we 31 don’t, “Connected Marketing - The Viral, Buzz and Word of mouth Revolution”, http://vnmedia.com page 164 32 http://vnnic.vn 33 http://www.internetworldstats.com/pr/edi036.htm 34 http://www.slideshare.net/ (on 12 April 2009) 35-37 Internet 38-39 Jim Stengel, Global Marketing Officer, Procter & Gamble (2004) 40 Jurvetson, Draper (1997) 41 Jurvetson, Draper (1998) 42 Jurvetson, Steve and Tim Draper (2000) 43-45 Justin Foxton, Founding Partner and CEO, Comment UK (2006), “Live buzz 46-47 marketing”, “ConnectedMarketing, The Viral, Buzz and Word of Mouth Justin Kirby”,and Paul Revolution page 24.Marsden (2006), “Connected Marketing - The Viral, Buzz 48 and Word of Mouth Revolution”, page Kevin Roberts, Chief Executive, Saatchi & Saatchi (2005) 49 Larry Light, Chief Marketing Officer, McDonalds (2004) 50-51 Longman dictionary of contemporary English 52 Oxford University (2006), Shorter Oxford English Dictionary, Sixth edition, 53-54 Oxford University Press Paul Marsden (2006), “Introduction and summary”, “Connected Marketing - The 55-56 Viral, Buzz and Word of mouth Revolution”, page xvi Paul Marsden (2006), “Seed to spread: how seeding trials ignite epidemics of 57 demand”, “ConnectedMarketing, The Viral, Buzz and Word of Mouth Philip Kotler page (2007), Revolution”, Marketing for new age 58 Russell Goldsmith (2008), “Viral Marketing”, Prentice Hall Business 59 Silverman, George (1942), The secrets of word- of- mouth marketing: how to 60 trigger exponential sales through runaway word of mouth, p.25 Thomas Jr, Greg (2006), "Building the buzz in the hive mind", “Journal of 61 Consumer Behaviour (1)”, page 64-72 Tschong (1998) 62 US figures, various sources 63-65 Vicongdong (2007), http://www.vicongdong.vn 66 vnexpress.net 67-68 Wikipedia.com 69 Wilson, Dr Ralph F (2000), “The six simple principles of viral marketing”, Web Marketing Today, Issue 70  ... doing Connected Marketing 60 2.2.3 Analysis on Connected Marketing activities in Vicongdong project 62 2.3 Some comments on the efficiency of Connected MarketingCampaign at Vicongdong project. .. CONNECTED MARKETING ACTIVITY OF VICONGDONG 39 2.1 External environment analysis 39 2.1.1 Conditions for the application of Connected Marketing activity in Vietnam 39 2.1.2 Analysis... buzz 46-47 marketing , “ConnectedMarketing, The Viral, Buzz and Word of Mouth Justin Kirby” ,and Paul Revolution page 24.Marsden (2006), Connected Marketing - The Viral, Buzz 48 and Word of Mouth