Improving effectiveness in online marketing strategy of VTV Broadcom

Internship report 2014 TABLE OF CONTENTS INTRODUCTION CHAPTER 1: OVERVIEW OF VTV BROADCAST AND TELECOM SERVICE COMPANY LIMITED .3 1.1 Formation and development of VTV Broadcom .3 1.1.1 Formation of the company 1.1.2 Development of the company 1.2 Organizational structure 1.3 Recent business result and operation of the company 10 CHAPTER 2: 12 ONLINE MARKETING STRATEGY OF VTVHD/T2 AT VTV BROADCOM .12 2.1 Basic concepts about online marketing 12 2.2 About the new product: receiver hub – VTVHD/T2 .14 2.3 Current online marketing situation of the new product 18 2.4 Results of online marketing after months 21 CHAPTER 3: 22 EVALUATION AND SUGGESTIONS TO IMPROVE THE ONLINE MARKETING AT VTV BROADCOM 22 3.1 Evaluation of current situation 22 3.1.1 Achievements 22 3.1.2 Limitations .22 3.2 Suggestions 23 CONCLUSION 26 Internship report 2014 INTRODUCTION Nowadays, marketing is a key factor for every single business Furthermore, in this era of information, the power of Internet is immeasurable and it can help enterprises to reach more customers So besides traditional marketing, enterprises can take advantage of this powerful tool not only for having a better performance but also for reaching new potential customers The Internet is one of the most efficient and cheapest ways to promote a company and its products With the Internet, promoting a business can be done for a shoe-string budget Aside from cost-efficiency, one advantage of online advertising is that there many creative and efficient ways to advertise online The Internet is a much more flexible method to advertise compared to print or broadcast media For example, aside from static ads, a company can create active ads with sounds, motions, etc…Ads on Internet can include links and interactive advertising features There are also many creative ways to highlight your products online and they are often much more affordable than creating advertising on TV The most important reason why businesses should consider using the Internet as a marketing tool is because it is an increasing important connecting method In the next few years, more people will get connected through the Internet The Internet has allowed people to communicate instantaneously to anybody around the world and it has changed the way people collect information It also changes the way people shop It will continually change the way people lead their lives in the coming years The Internet is continually breaking barriers every day Internet will become an even more essential part of people's lives so it is essential for companies to utilize this modern communication tool to their advantage VTV Broadcom is a startup company, which was established in 2010 This is one of the leading companies in providing new solutions and services in television and media industry in Vietnam Recently, the company has developed a new product named VTVHD/T2 After being tested carefully, it was evaluated as a focused product of the company and is expected to bring so much benefit to customers with a low cost Internship report 2014 The board of directors decides to establish a new marketing team which will consider online marketing as a main method to advertise The purposes of this small project is: (1) to introduce the new product to customers, (2) to push up the sale of the new product at a highest level as possible, (3) to consider all marketing tools, especially the internet to reach to a huge amount of potential customer, and (4) to get more experience in launching and marketing a new product To understand more about online marketing strategy of VTV Broadcom, I had a desire to have an intern position at VTV Broadcom Thanks to the support of the company’s directors, thoughtful recommendations of the office staffs there and enthusiastic instruction of Mr Tran Nam Trung, I had the chance to be in direct contact with real situations, to observe and know more about a real online marketing strategy Therefore, I choose the topic “Improving effectiveness in online marketing strategy of VTV Broadcom” to be the title of my report Other than the introduction and conclusion, the report is divided into main chapters:  Chapter 1: Overview of VTV Broadcom  Chapter II: Online marketing strategy of VTVHD/T2 at VTV Broadcom  Chapter III: Evaluation and suggestions to improve the marketing online strategy at VTV Broadcom Internship report 2014 CHAPTER 1: OVERVIEW OF VTV BROADCAST AND TELECOM SERVICE COMPANY LIMITED 1.1 Formation and development of VTV Broadcom 1.1.1 Formation of the company VTV Broadcast and Telecom Service Company limited (VTV Broadcom) was establish in 2010 It is one member state owned; operating under the Enterprise Law (2005) by Vietnam Television founded and owns 100% of the charter capital The predecessor of the company is Center for Technology Television Services which was established on 18th June, 2007  International Trade name: VTV BROADCAST AND TELECOM SERVICE COMPANY LIMITED (VTV Broadcom LTD )  Head Office: 43 Nguyen Chi Thanh, Ngoc Khanh, Ba Dinh District, Hanoi  Transaction Office: 2nd Floor 3D building, Duy Tan Street, Cau Giay District, Ha Noi  Branch in Chi Ho Chi Minh City: No Nguyen Khac Vien, Tan Phu, District 7, Ho Chi Minh City  Tel: (+84.4) 3795.8181  Fax: (+84.4) 3795.8080  Email: info@vtvbroadcom.vn  Website: http://vtvbroadcom.vn  Business Code 0104686418 Scope of business (according to the Certificate of business registration of Limited Company issued by the Department of Planning and Investment in Hanoi on 15/6/2010) This company was established for the purposes of: Internship report 2014  Participating in developing strategies for technology development plan of Vietnam Television  Implementing advanced television technologies; developing technology services on television; and improving telecommunications infrastructure  Manufacturing and doing business on new generation of TV equipment and telecommunications devices  Providing consulting services, systems integration; building business plan on existing channels; and developing digital content on television and communications infrastructure  Doing scientific research in the field of Broadcasting, Telecommunications and IT  VTV Broadcom Corporation has team of professionals with a deep experience in the field of Broadcasting, Telecommunications and IT 1.1.2 Development of the company After more than years of operation, VTV Broadcom has been growing up in strength, gradually asserting to be a prestigious brand name in television and telecommunication industry including (1) Providing television & telecommunication solutions and equipments; (2) Mobile TV service T-DMB; (3) Production TV program services; (4) Online business; (5) Providing solutions for digitized text documents The company has finished and is carrying out many important projects and contracts with high value in Vietnam (30 contracts and projects in total) Table1.1: List of finished and ongoing contracts/projects of VTV Broadcom Order Contract/Project Provide consulting service Investor Hanoi Television Value 51,904,866 Time 05/2010 No.12/2010/DVCN-HNTV Provide consulting service Department of VND 127,014,000 07/2010 No.26/2010/DVTHVT- Cable T.V program VND BTC Provide consulting service Hanoi 183,520,000 08/2010 Internship report No.28/2010/DVTHVT- Conservatory of BTC Music Provide consulting service Ministry of Public 921,000,000 No.2010/DVTHVT- Security VND TCXDLLCAND Supply equipments for the Of Vietnam Center of 336,000 USD project: “Terrestrial digital broadcasting and broadcasting first stage in transmission 513,900,000 Hanoi and HCMC” Supply equipments for the Technique Quang Ninh Radio VND 5,890,000,00 package "Investment on and Television VNĐ 10kW broadcasting Station machines” Dismantle, move, install, Project 447,424,000 measure and inspect management of VND 2014 VND 08/2010 03/2011 03/2011 09/2011 equipments of Son Tra - Da National network Nang Radio and Television Broadcast Station Supply light and sound Cultural Center of 542,124000 equipments Ham Thuan Nam VND 10/2011 District, Binh Repair microwave devices Thuan province Ben Tre Radio and 182,710,000 12/2011 10 Supply encoders for TV Television Station Gia Lai Radio and VND 690,030,000 02/2012 11 signals Supply materials and Television Station International VND 557,227,000 03/2012 12 relocate equipments system Media Corporation VND for TV production Repair broadcast machines 279,070,000 Long An Radio 04/2012 Internship report 13 14 (10kW) and Television VND Repair switcher and router Station Vinh Long Radio 220,220,000 system and Television VND Provide equipments for Station Ben Tre Radio and 17,511,527,0 project: “Broadcast and Television Station 00 VNĐ system” Upgrade transmitters for Center of 4,350,000,00 both analog and digital broadcasting VND broadcasting of VTV6 transmission Supply equipments and Technique SCJ TV Shopping 27,999,000,0 built-in systems for Company Ltd 00 VND SCJ Studio Supply equipments for MTV Company 3,109,165,40 upgrading coaxial network Ltd.-Vietnam VND Supply graphical system Cable Television Vietnam Television 666,182,000 2014 05/2012 05/2012 storage equipments 15 16 09/2012 12/2012 program production of 17 18 12/2012 12/2012 Center in Ho Chi VNĐ 11,222,284 12/2012 19 Supply lighting system for Minh City May Man 20 SCJ Studio Supply IT equipments for Company Ltd HCM C television VND 1,092,366,00 01/2013 21 HTV Supply equipments system (HTV) Quang Duong VND 16,410,150,0 01/2013 for SCJ Studio Communication 00 VND and Technology Joint Stock Internship report 2014 Repair 10kW broadcast Company Long An Radio 495,330,000 machines and Television VND Supply material and Planar Station Vietnam Capable 3,219,700,00 Lightwave Circuit Splitter Television VND 24 Supply mobile filmmaking Company Viettel Television 1.910.000.00 08/2013 25 equipments Supply of equipment for Company Center of IT and VND 4.435.706.00 09/2013 the project "Produce Metrology VND the Cambodia" Supply equipments for Vietnam Capable 14.975.000.0 upgrading coaxial network Television 00 VND 27 Supply coaxial capable Company Viettel Television 418.369.600 11/2013 28 RG6 Supply Antenna Parabol Company Center of VND 495.550.000 12/2013 broadcasting VND 22 23 03/2013 05/2013 programs in Khmer and broadcast on television in 26 09/2013 transmission 29 Supply electric generator Technique Quang Duong 750.275.256 and transcode sofware Communication VND 12/2013 and Technology Joint Stock 30 Supply and install systems Company Department of TV 8.420.526.00 of analysis audience program VND measurement data 05/2014 Internship report 2014 Besides, VTV Broadcom is assigned many others important tasks by VTV and is collaborating with certain strong domestic and foreign partners (such as Cisco, Sony, Panasonic, Vietmap…) to provide new technologies and services, such as OTT, HbbTV, Social media, etc to Vietnamese market 1.2 Organizational structure The company consists of a Director, functional departments; Centre of Telecommunications Television Consulting & Technology Services; a Branch in Ho Chi Minh City and Science Council  Company Director: bears responsibility in front of Board of Directors of VTV for the results of the business, duties and other activities; directs all activities of the company  Sale department (Business equipment department): Takes the responsible to supply and to business on technological devices; presides over the construction of the bidding documents and bid documents; manages customers’ database and perform customer services  Technical Department: Supports other departments in implementing projects of the Company; is responsible for the management and operation of technical systems and equipment of the company; does research on science and technology projects  Department of Finance and Accounting: is responsible for all the day to day transactional accounting for the business, for management of the organization’s cashflow and ensuring there are enough funds available to meet the day to day payments, for advising and sourcing longer term financing …  Department of Administration: is responsible for providing administrative and logistical support to the entire company  Branch in Ho Chi Minh City helps the company business in the southern area so it is able to meet closely potential customers in a more cost effective Internship report 2014 manner, as well as cater to, and be more informed in, the needs of specific locations  Counseling Center and Technology Services TV: provides and supplies consulting services for television solutions and equipments The organizational structure is shown in the following diagram: (Source: Administrative Department of VTV Broadcom) Diagram 1.1: Organizational structure of VTV Broadcom Until 1st July 2014, the total numbers of staff of VTV Broadcom were 37 people working under the direct management of director Table 1.1: Allocation of human resources Department Company Director Sale department Technical Department Department of Finance and Accounting Department of Administration Branch in Ho Chi Minh City Counseling Center and Technology Services TV Number of staff 01 05 05 04 04 06 12 VTV Broadcom has a highly qualified, experienced managers and technical professionals and they have worked in broadcasting for many years, some have been training abroad Table 1.2: Level of education Internship report 2014 This is the world’s most advanced digital terrestrial television (DTT) system, offering more robustness, flexibility and at least 50% more efficiency than any other DTT system It supports SD, HD, UHD, mobile TV, or any combination thereof The new standard with higher transmission capacity will help save frequency, broadcast more channels, improve quality of sound and image, and minimize the interference This scheme also indicates that the TV devices which not support TV decoder DVB T2 will not be able to emit the program as standard analog TV is switched off Using this latest receiver VTV HD/T2 is a good solution which helps customers save money and catch up with the trend of technology in the world as well Product features Image 2.1: Receiver VTVHD/T2 (Source: http://stb.vtvbroadcom.vn)  TV program schedule: days  Timer option  Recorder option  Playing music, movies, view photos stored on external devices Supported video formats, music, photos as MP4, MKV, VOB, AVI, MP3, JPEG  Child lock function  Software upgrade via USB 14 Internship report 2014  Standby power saving (consumption