Thương hiệu và hoạt động truyền thông marketing tổng hợp đẩy mạnh thương hiệu tại ngân hàng thương mại cổ phần đầu tư và phát triển việt nam

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THỊ HIỀN BRANDING AND INTEGRATING MARKETING COMMUNICATIONS TO STRENGTHEN BRAND AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM THƯƠNG HIỆU VÀ HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TỔNG HỢP ĐẨY MẠNH THƯƠNG HIỆU TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH NGUYỄN THỊ HIỀN BRANDING AND INTEGRATING MARKETING COMMUNICATIONS TO STRENGTHEN BRAND AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM THƯƠNG HIỆU VÀ HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TỔNG HỢP ĐẨY MẠNH THƯƠNG HIỆU TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS HOÀNG ANH TUẤN Hà Nội - 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration Hanoi, date of …… / …… /…… Nguyen Thi Hien ACKNOWLEDGEMENT I hereby certify that I am the sole author of this thesis and no part of this thesis has been published or submitted for publication I certify that, my thesis does not violate anyone’s copyright Additionally, all ideas, quotations, or material from the work of other people included in my thesis, published or otherwise, are fully acknowledged with the standard of references I declare that this is a true copy of my thesis The content of this thesis has been approved by the committee of Vietnam National University, Hanoi – Hanoi School of Business and Management (HSB) This thesis has not been submitted for a higher degree to any other University or Institution In order to finish this project successfully, I have received many helps, supports and guidance from many people who I would like to thank sincerely First of all, I would like to thank all the professors of MBA program, especially Dr Hoang Anh Tuan – my supervisor Then I would like to thank deeply the respondents and interviewees who allowed me to gather enough data for this research Finally, I would like to express my thanks to my family, my colleges and my fellow friends who created convenient conditions and give me encouragement and understanding for me to complete this degree I sincerely thank you! Hanoi, date of …… / …… /…… Nguyen Thi Hien TABLE OF CONTENTS ABBREVIATION i LIST OF FIGURES .ii LIST OF TABLES iii INTRODUCTION 1 Rationale Literature review Aims of research Objects of research Scope of research Research methodology Thesis structure CHAPTER I BASIC THEORY ON BRANDING AND INTERGRATING MARKETING COMMUNICATIONS TO STRENTHEN BRAND 1.1 Some basic concepts 1.1.1 Brand definition and its importance 1.1.2 Brandequity 1.1.3 Brand identityand positioning 1.1.4 Trade finance .11 1.2 Integratingmarketing communications to strengthenbrand 12 1.2.1 Marketingcommunications mix 13 1.2.2 Integrated marketingcommunicationsconcept .19 1.2.3 Integratingmarketing communications to strengthenbrand inthebankingsector ……………………………………………………………………………………20 CHAPTER II ASSESSING THE SITUATION IN THE JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM 25 2.1 Vietnamese banking sector 25 2.1.1 Overview of Vietnamese banking sector .25 2.1.2 Vietnam banking system 26 2.1.3 Trends of Vietnam banking system development 31 2.1.4 SWOT analysis 34 2.1.5.Branding and IMC of main players in Vietnamese banking system ………………………………………………………………………………… 35 2.2 THE CASE OF JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM .40 2.2.1 BIDVintroduction 41 2.2.2 Brand of BIDV 44 2.2.3 Trade finance services of BIDV 46 2.2.4 Currentmarketingcommunication mix of BIDV 47 CHAPTER III PROPOSAL ON SOLUTION TO S TRENGTHEN BRAND OF BIDV 51 3.1 Situationanalysis 51 3.2 Promotionalobjectives 55 3.3 Targeting 55 3.4 Promotion mixstrategy 56 3.5 Resources andbudgeting 56 3.6 Promotional tools 57 3.7 Implementation 59 3.8 Monitoring,evaluation and control 59 CONCLUSION, LIMITATION AND IMPLICATION .61 Conclusion 61 Limitation 61 Implication 62 REFERENCES 63 APPENDIX 66 APPENDIX 1: LIST OF COMMERCIAL BANKS IN VIETNAM 66 APPENDIX 2: VIETNAM TOP 50 BRANDS IN 2015 71 AGRIBANK AMA BIDV CAD CAR CTG D/A D/P FB FDI IMC JSCB JVB L/C MB MHB NPLs SBV SME SOCB SOE TFC T/T VCB VIETCOMBANK VIETINBANK UPAS L/C LIST OF FIGURES FIGURE 1: Elements of brand FIGURE 2: Brand Equity FIGURE 3: Marketing Communications Mix 14 FIGURE 4: Marketing Communications Planning Framework .20 FIGURE 5: IMC Planning Process 21 FIGURE 6: Promotional Objectives Elements 22 FIGURE 7: Total Assets of largest banks in 2014 26 FIGURE 8: Vietnamese Banking System 27 FIGURE 9: Cross-ownership in Bank System 34 FIGURE 10: Key Performance Indicators of BIDV in the period 2009-2013 .43 FIGURE 11: Organization of BIDV 43 FIGURE 12: Trade Finance Market Share of BIDV in 2010-2012 .52 FIGURE 13: Target and Implementation in Trade Finance of BIDV 52 FIGURE 14: Market Share in Trade Finance of some main banks 53 LIST OF TABLES TABLE 1: Marketing Communications Mix 14 TABLE 2: Advantages and Disadvantages of each Tool .18 TABLE 3: State-owned Commercial Banks 27 TABLE 4: Top 10 JSCBs in Charter Capital 29 TABLE 5: Foreign Banks 30 TABLE 6: List of Joint Venture Banks 31 TABLE 7: Restructuring small JSCBs 33 TABLE 8: SWOT analysis of Vietnam Commercial Banks 35 TABLE 9: Strengths and Weaknesses of VCB's brand 36 TABLE 10: Strengths and Weaknesses of Vietinbank's brand .39 TABLE 11: Strengths and Weaknesses of HSBC's brand 40 INTRODUCTION Rationale Vietnam’s economy has faced instability since 2008 and has been gradually recovering since late 2012 Continuing the recovery trend, Vietnam’s economic performance has been improving over the year 2014 The economic growth is stronger thanks to solid growth in trade Vietnam has managed to improve macroeconomic stability, with the consumer price index rising only 0.6% year-on-year in August 2015, down from 4.3% a year earlier The authorities have prioritized maintaining macroeconomic stability, dealing with banking sector vulnerabilities and restructuring SOEs Established in 1990, Vietnam’s banking industry has grown tremendously from a mono-banking system to a huge network of banks and financial institutions Over the past 24 years, the Vietnamese government has initiated many banking reforms for decades to improve the efficiency and competitiveness of the banking system in the country, especially via the privatization of its state-owned banks and restructure of weak banks Moreover, many of the banking reforms in Vietnam have been motivated by the country’s entry into international trade and investment agreements, such as the US-Vietnam Bilateral Trade Agreement in 2001 and its accession to the World Trade Organization (WTO) in 2007 The country has gradually deregulated to allow entry of foreign banks This has led to an increase presence of foreign banks in Vietnam, which has helped to increase the competitiveness and strengths of the banks There are currently state-owned commercial banks (SOCBs), 33 joint stock commercial banks (JSCBs), joint venture banks and wholly foreign-owned banks In the market economy,wheremanyactive competitors provide thesameand similarproductsor services, brandingis the strategickeyindicatorthat facilitatesacompanyinachievingits financialtarget, reputation and customer’sloyalty Brand is a valuable asset which not only differentiates one seller from its competitors, but also represents its products, service, business identity and philosophy Marketingprograms playanimportant role in brandingstrategybecause theyaredirect or indirectchannelthatgrab the consumers’attention to the brand Besidesproduct,price, serviceanddistribution strategies, marketingcommunicationsarethe most adaptable elements ina marketingprogram They aremeans ofcommunication that helpthe brandrepresentits voice,createconversation andestablishrelationship with customers The thesisconcentrateson analyzingbrandingstrategyandintegratingmarketingcommunications tostrengthen brand with APPENDIX APPENDIX 1: LIST OF COMMERCIAL BANKS IN VIETNAM State-owned over 50% charter capital commercial Banks Unit: Billion dong Item Bank’s na Vietnam Joint Stock Commercial Bank of Industry and Trade Joint Stock Commercial Bank for Investment and Vietnam Vietnam Bank and Rural Agribank Joint Stock Commercial Bank for Foreign Trade of Vietnam - VCB Ocean Commercial One Member Limited Liability Bank Global Member Limited Bank - GP Bank Construction Member Limited Liability Bank (Source: website of State Bank of Vietnam – up to 31/12/2015) Joint stock commercial banks Item Bank’s name Asia Commercial Joint Stock Bank - ACB Petro 66 An Binh Commercial Joint Stock Bank Bao Viet Joint Stock commercial Bank Viet Capital Commercial Joint Stock Bank BAC A Commercial Joint Stock Bank LienViet Commercial Joint Stock Bank Public Vietnam Bank PVcomBank) Dong A Commercial Joint Stock Bank Southeast Asia Commercial Joint Stock Bank The Maritime 10 Commercial Joint Stock Bank 11 Kien Long Commercial Joint Stock Bank Viet Nam Technological 12 and Commercial Joint Stock Bank TECHCOMBANK Nam A Commercial Joint 13 Stock Bank - NAM A BANK 14 15 Orient Commercial Joint Stock Bank - OCB Military Commercial Joint Stock Bank - MB Vietnam International 16 Commercial Joint Stock Bank - VIB 17 18 19 National Citizen bank NCB Sai Gon Commercial Joint Stock Bank - SCB Saigon Bank for Industry & Trade - SGB Saigon-Hanoi 20 Commercial Joint Stock Bank - SHB) Saigon Thuong 21 Tin Commercial Joint Stock Bank - Sacombank 22 TienPhong Commercial Joint Stock Bank - TPB Viet A Commercial Joint 23 Stock Bank - VIETA Bank 68 Vietnam Commercial 24 Joint Stock Bank for Private Enterprise VPBank Viet Nam Thuong Tin 25 Commercial Joint Stock Bank - Vietbank Petrolimex Group 26 Commercial Joint Stock Bank - PGBank 27 Viet nam Commercial Joint Stock - Eximbank Ho Chi Minh city 28 Development JSC Bank HDBank (Source: website of State Bank of Vietnam – up to 31/12/2015) Foreign Banks Unit: Billion dong Item (Source: website of State Bank of Vietnam – up to 31/12/2015) 69 Joint Venture Banks Item (Source: website of State Bank of Vietnam – up to 31/12/2015) 70 APPENDIX2: VIETNAM TOP 50 BRAND Rank Brand Vinamilk Viettel Telecom Vinhomes MobiFone PetroVietnam Gas FPT Corp VietinBank Vinaphone Brand 2015 Parent Rank BrandValu Company 2015 Enterprise BrandRa Value ting Value /EnterpriseV alue (%) GROUP BANK FOR INVESTMENT BIDV AND AA DEVELOPMEN T OF VIETNAM 10 Vietcombank BANK FOR A+ FOREIGN Masan 11 Consumer TRADE JSC MASAN AA GROUP CORP thegioididong.c 12 om MOBILE AA WORLD INVESTMENT 13 Sacombank CORP SAIGON AA- THUONG TIN 14 Techcombank COMMERCIAL AA- VIETNAM TECHNOLOGI 15 MB Bank CAL & COMM AA MILITARY 16 17 HAGL COMMERCIAL Bao Viet JOINT Holdings HAGL JSC AAA+ BAO VIET HOLDINGS 72 Rank Rank Brand L JOINT STOCK BANK 28 Vincom PetroVietnam 29 Transportation Corp 30 Hoa Sen Group 31 Vinh Hoan Corp 32 Vinpearl Pvi 33 Holdings/Vietn am 34 Ha Tien Cement PetroVietnam 35 Nhon Trach Power 36 37 Vietnam Sun Corp Pha Lai Thermal Power 74 Rank Brand 38 Vinaconex 39 DGC 40 Dabaco Corp Saidong Urban 41 Development & Investment 42 Saigon Securities 43 Traphaco Hoa Binh 44 Construction And Real Estate Corp 45 Rank Hanoi Southern City Brand Development 46 47 Cotec Construction Digiworld Corp PetroVietnam 48 Fertilizer & Chemicals 49 577 Corp Vietnam 50 Electric Cable Corp 76 ... DEVELOPMENT OF VIETNAM THƯƠNG HIỆU VÀ HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TỔNG HỢP ĐẨY MẠNH THƯƠNG HIỆU TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM Chuyên ngành: Quản trị kinh doanh... VÀ KINH DOANH NGUYỄN THỊ HIỀN BRANDING AND INTEGRATING MARKETING COMMUNICATIONS TO STRENGTHEN BRAND AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM THƯƠNG HIỆU... DEVELOPMENT OF VIETNAM 25 2.1 Vietnamese banking sector 25 2.1.1 Overview of Vietnamese banking sector .25 2.1.2 Vietnam banking system 26 2.1.3 Trends of Vietnam banking