Partnership marketing program for increasing sales of vpbank’s unsecred personal loan upl

Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE INTERNSHIP REPORT PARTNERSHIP MARKETING PROGRAM FOR INCREASING SALES OF VPBANK’S UNSECRED PERSONAL LOAN (UPL) By: LE DIEU TRANG Supervisor: PhD PHAM THI LIEN 6/20/2018 Acknowledgement This report has been prepared for the internship that has been done in Viet Nam Prosperity Joint stock Commercial Bank in order to study the practical aspect of the course and implementation of the theory in the real field with the purpose of fulfilling the requirement of the course of ISVN (Master of Marketing) All aspect of the report that has been prepared have been work-shopped with VPBank’s marketing team members who have provided extensive input and supportive participation I would like to pay gratitude, and want to give especial thanks to our respected superviser Dr Pham Thi Lien It was her encouragement, patience, and valuable feedback that enabled me to complete this work I am also deeply indebted to my academic supervisor, Mr Sandeep Deobakta, Head of retail Banking Division at VPBank The support that he provided motivated me to think more broadly about associated concepts and helped expand my understanding of product as well as consumers’ insight Invaluable discussions we held stimulated my enthusiasm and imagination in the research process Research has been carried out with the support, cooperation and assistance of VPBank’s customers that have been asked to participate in the study They have spent a significant amount of time and resources on providing input This project would not have been possible without the kind support and help of many individuals I would like to extend my sincere thanks to all of them Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE Contents Chapter 1: Introduction 7 1.1 Background of the study 1.2 General objectives of the study 1.3 Methodology of the study 1.4 Scope and Limitation of the study 8 1.5 Thesis outline 1.6 Contribution and future study Chapter II: Overview of unsecured personal loan product and partnership program 11 2.1 Bank and it activities 11 2.2 Unsecured lending market 11 2.2.1 Unsecured personal loan 11 2.2.2 Unsecured lending market 11 2.3 Partnership in marketing strategy 13 2.3.1 General view 13 2.3.2 Partnership approach 14 Partnership approaches can be broken into three levels of collaboration 14 Chapter 3: Overview of VPBank 16 3.1 Historical background of VPBank 16 3.2 Mission, Vision, Development Strategy and Core value of VPBank 17 3.3 Organogram of VPBank 19 3.4 Organogram of Retail Banking Division and Sales distribution 20 3.5 Financial performance of VPBank (Retail Banking Division) in 2017 21 3.6 VPBank’s UPL current situation and problems 23 3.6.1 SWOT analysis of VPBank’s UPL 23 3.6.2 Competition situation in unsecured lending market 24 Chapter 4: Qualitative and Quantitative study 28 4.1 Objectives of qualitative and quantitative study 28 4.2 Qualitative study 28 4.2.1 Sample of the study 28 4.2.2 Data collection method 28 4.2.3 Model of interview guide: Annex 28 4.2.4 List of respondents: Annex 28 4.2.5 Findings 28 Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE 4.2.6 Quantitative study 35 4.3 Summary findings from qualitative study 33 4.3.1 Model of questionnaire: Annex 35 4.3.2 Research objectives recall 35 4.3.3 Data analysis 35 Chapter 5: Recommendation and partnership plan 45 Recommendations: 45 5.1 5.1.1 Step 1: Product strategy 45 5.1.2 Step 2: Target partner identify 47 5.1.3 Step 3: Partnership program Development 49 a) Sales forces 49 b) Product 50 c) Process 50 d) Marketing and promotion 50 Chapter 6: Implementation and result 58 6.1 Implementation of the partnership program 58 6.1.1 Partner collaboration channel 58 6.2 Number of partners that VPBank collaborate in pilot time 59 6.3 UPL disbursement through parnership channels 61 6.4 Lesson learns 63 6.4.1 Key challenges 63 6.4.2 Key lessons 64 Chapter 7: Overall conclusion 65 Reference list 66 Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE Table of Figures Figure 2-1 Partnership pyramid 14 Figure 2-2 Partnership approach 15 Figure 3-1 VPBank branches allocation 16 Figure 3-2 VPBank organization chart 19 Figure 3-3 VPBank Retail Banking Division organization chart 20 Figure 3-4 Business Regions of Retail Banking Division 21 Figure 4-1 UPL customers’s loan purposes 35 Figure 4-2 House construction and decoration – specific purposes 36 Figure 4-3 Design consultancy service using 36 Figure 4-4 Suppliers chosen by customers for furnitures 36 Figure 4-5 Channel for finding information about suppliers 37 Figure 4-6 Electronics market share in 2016 38 Figure 4-7 Specific loan’s purposes among customers borrowed for their business 40 Figure 4-8 Source for input materials 40 Figure 4-9 Age of customers who borrowed money for personal hobbies 41 Figure 4-10 Customers’ personal hobbies 42 Figure 4-11 Suppliers for technology devices 42 Figure 4-12 Age of UPL customers 43 Figure 4-13 Income of UPL customers 43 Figure 4-14 Income of high income UPL customers 43 Figure 4-15 Age of high value customers 43 Figure 4-16 Loan’s purposes of high value customers 44 Figure 5-1 Benchmark of speed, loan condition and interest rate for UPL customers 46 Figure 5-2 List of partner for each fields 48 Figure 5-3 Target partner for business 48 Figure 5-4 Target partners for technology devices 48 Figure 5-5 Target partners for motorbike 49 Figure 5-6 Target partners for spa, beauty, cosmetic 49 Figure 5-7 Target partners for education 49 Figure 5-8 Example about promotional merchandise 51 Figure 5-9 Collaboration tools for each level of partnership 52 Figure 5-10 Partnership marketing plan 53 Figure 5-11 KPIs of partnership development (number of partners) 54 Figure 5-12 KPIs of partnership development (UPL disbursed through partnership channel) 55 Figure 5-13 Timeline for partnership development program 56 Figure 5-14 Projected cost for parnership development program in 2018 57 Figure 6-1 Number of partners after months implementation 60 Figure 6-2 Number of partners compared to target 61 Figure 6-3: UPL disbursement through partnership channel (Unit: Billion VND) 61 Figure 6-4 UPL disbursement, channels breakdown (Unit: Billion VND) 62 Figure 6-5 UPL new customers over months – channels breakdown (Unit: number) 63 Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE Abstract This is the internship report on Partnership program to increase sales of unsecured personal loan product (UPL) in VPBank The objectives of the study are to study consumers’s loan using behavior, to identify potential partner and the opportunity and seasonality to collborate with them Both primary and secondary data are used to prepare this report Companies across many industries are finding that more value comes from strategic partnerships, where two companies have a vested interest in and commitment to creating a mutually beneficial relationship that returns value to both the end customer and to the partners themselves Strategic partnerships extend beyond the initial deal and establish a culture of sharing between partners McDonald’s building global co-promotions with Coca-Cola and Walt Disney to Nike building trainers that talk to your iPhone But alliances can bring significant benefits for small firms too, as Andrew Armour explains Laptops that are bundled with anti-virus software The local gym membership giving you discount vouchers for a sports store when you join And more simply, the pub working with the local sports clubs so that the after-match drink is always held in the right bar A collaborative culture takes time and effort to develop, but it works — and the numbers prove it Understanding this trend among market, I spent my months of internship at VPBank to researches, broaden my knowledge and get advices from professors to develope a partnership program for one strategic product of VPBank - UPL Before drawing any conclusion based on this report it may be noted that the report was prepared in a very short term and there is lack in data But still the report may be useful for designing any further study to build much more potential and effective partnership program for VPBank and for other products of the Bank Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE Abbreviation and Elaboration VPBank/Bank Vietnam Prosperity Joint Stock Commercial Bank UPL Unsecured personal loan Division of activities which deal with individual Retail Banking customers Banking services which are regarded as retail Division include provision of savings and transactional accounts, mortgages, personal loans, debit cards, and credit cards Bancassurance Loan amount Loan tenor A product of collaboration between bank and insurance company The amount the borrower promises to repay, as set forth in the loan contract Period from the date of disbursement of loan to the date of the last payment or the date of closure of loan POSM Point of sales Materials PBT Profit before tax Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE 1.1 Chapter 1: Introduction Background of the study This report has been prepared as a mandatory requirement of the Master of Marketing and perspective program under International School, Vietnam National University, Ha Noi and Nantes’ University This report is entitled “Partnership program for increasing sales performance of VPBank’s unsecured personal loan (UPL)” The internship supervisor was Dr Pham Thi Lien – Professor of International School, Vietnam national University, Ha Noi Over the past decade, VPBank has always sought to become the leading retail banking in the Vietnamese Banking sector With that ambition, VPBank’s resources are focused on the following strategic segments: Individual customers, small and medium enterprise customers, small business customers, consumer loans For each of these segments, VPBank has the corresponding sales channels to provide products and exploit customers Among strategic products of VPBank in the period from 2012 to 2017 and from 2017 to 2022, unsecured personal loan (UPL) is considered to be the most important product This explains why VPBank has different kind of sales channels for this product In 2016, FE credit, a subsidiary company of VPBank operating in parallel with retail banking Division of VPBank in Unsecured personal lending sector, officially compete each other In the year 2017, VPBank had outstanding growth in consumer credit, however the growth came mainly from FE – credit (a subsidiary company) which made a big contribution to the bank total earning and account for more than 48% market share of consumer finance companies1 With consumer loans, VPBank’s Retail Banking Division has slower growth rate, not competitive enough to financial institutes and other Bank in the market.2 The experts in this fields believed that the challenge in 2018 will be greater as more and more banks come into this sector Despite of great potential for growth in Vietnamese market, customers for this segment is no longer plenty because of customers seeking and stalking activities of financial institutes In addition, banking industry has changed in the last 10 years, especially in the mindset about the position of bank and its customers If in the past, customers have to humbly ask for their loan from bank, nowadays, bank must rush to invite customer to borrow money VPBank’s report made by CEO in 2018 Annual General Meeting of Shareholders https://baomoi.com/vpbanktham-vong-gi-voi-tin-dung-tieu-dung/c/25327796.epi [MW Special Report] Vietnamese consumer finance market https://thelowdown.momentum.asia/plentyroom-growth-remains-vietnamese-consumer-finance-market/ Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE For seeking customers and optimizing selling opportunities and positioning Unsecured consumption loan - UPL product in consumer lending market, Retail Banking division – VPBank believe that it is important to understand customers and offer outstanding value proposition of the product Specifically, cooperation with partners, enterprises, brands to reach customers, sell product is a way to increase resource, reduce costs As such, this marketing task is aimed at studying opportunities and pointing out plans for cooperation and developing relationships with partners to boost sales of consumer credit products through partner network 1.2 General objectives of the study The study has been undertaken with the following objectives: • To build and implement PARTNERSHIP strategy (one P of marketing mix) to increase sales performance of VPBank’s unsecured personal loan (UPL), therefore evaluate the efficiencies of the plan and adjust it for a better application on a large scale 1.3 Methodology of the study Both primary data and secondary data were used in order to make the report Based on prior research report, author proposes a marketing mix plan Then the practical experiences and observations from the project work for during internship will be compared with literature Finally, quantitative research and customers’ awareness point at the end will lead us to the answer (a) Primary resource • Qualitative study: In – depth Interview with customers of VPBank • Quantitative study: Surveys via email or phone • Observing the effectiveness of marketing mix strategy on sales performance of the bank in a period (b) Secondary resource • From prior research reports • Journal and article related to banking industry and the similar topics • Bank’s monthly reports • Website information 1.4 Scope and Limitation of the study Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE This study focuses on UPL product of VPBank Market analysis has been carried out in VPBank’s business Region, where VPBank’s branches are located Although the research has reached its aims, there were some unadvoidable limitations First, because of the time limit, this research was conducted only on a small size of population who once had UPL loan with VPBank Therefore, to generalize the result for larger groups, the study should have involved more participants Secondly, due to limitation of finance resource and loan seems to be a sensitive issue to customers, they are not totally willing to answer all of the question Some of them did not tell the truth or reject answering Thirdly, partnership is a take – time – strategy, so with only months of implementation and evaluation, the result migh not reflect 100% the effectiveness of the strategy 1.5 Thesis outline This report is divided into six chapters Chapter 1: The first chapter of this study deals with introduction that presents the objectives, methodology, and scope of limitation of the study Chapter 2: In order to understand the Bank on which the study is carried on, the second chapter of the study deals with some theoretical concept about profile of Vietnam Prosperity Joint Stock Commercial Bank (VPBank) Chapter 3: The third chapther is about the conceptual framework of UPL product and UPL sales situation in VPBank, the issue that leads me to this study and the opportunity of partnership in the mission of increasing UPL sales Chapter 4: The fourth chapter is about different types of analysis and finding on customers’ behavior and potential partnership for VPBank Chapter 5: The fifth chapter is about conclusion and recomendation for partnership program which are drawn by analysis of whole study Chapter 6: The final chapter, the implementation of partnership program in pilot phase, the initial result and conclusion which is the base for partnership program in VPBank for the next phase will be presented 1.6 Contribution and future study 1.6.1 Contribution to VPBank • The study contributes to identify potential goods/services suppliers based on Chapter 1: Introduction | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE Reference list CIA World Factbook - This page was last updated on January 20, 2018 Report on consumption loan market in Viet Nam by TPBank: file:///C:/Users/trangld/Downloads/bao_cao_thi_truong_tai_chinh_tieu_dung%20(1).pdf MW Special Report] Vietnamese consumer finance market https://thelowdown.momentum.asia/plenty-room-growth-remains-vietnamese-consumerfinance-market/ VPBank monthly report on products VPBank internal document about organization chart http://www.vpbank.com.vn/bai-viet/gioi-thieu-vpbank The gioi di dong annual report 2016: https://mwg.vn/wp-content/uploads/delightfuldownloads/2017/05/MWG_BCTN-2016.pdf VPBank annual report: http://www.vpbank.com.vn/sites/default/files/pictures/VPBank_AR_2017_Vietnamese_part_1 pdf The theory of partnership: Why have partnerships by Ronald W McQuaid, University of Stirling 10 Delivering excellence in partnership marketing: https://gcs.civilservice.gov.uk/wpcontent/uploads/2017/10/6.3364_CO_Partnerships-guidance_FINAL_WEB.pdf 66 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE ANNEX 1: MODEL OF INTERVIEW GUIDE # Questions Guide (only for interviewer's reference) I Loan’s purposes that are most commonly seen among UPL’s customers - For business purpose: what is the business For the most current UPL contract between you and VPBank, what did you borrow the money for? sector? (Education, clinic, retail, whole sale, agriculture production, industrial production, motorbike, wedding, house fixing, investment, cameras, travel, collection other hobbies etc.) - Business: Purchase fixed assets, supplement capital - House fixing: rough construction, flooring, buy furniture, etc What exactly was the money paid for? - Wedding: wedding party, honey moon, wedding photo, etc - Investment on what? - Clinic: Cure, cosmetic surgery - Hobbies: Travel, electronic devices, camera, etc II The source of information customers often find when they need supplier For house fixing: - Super market - Interior center 3.1 Where did you prefer to come and find the - Buy from design company furniture? - Ordered at handicraft village - Interior shop near house - Other 3.2 Did you need an interior design? - full package or a part 67 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE - Search on Google: What is the key word did you use? 3.3 By which channel did you find the - Facebook group information about the supplier? - Go direct to the shops - Referred by friends - Others For buying a motorbike 4.1 What is the value of your motorbike? 4.2 What is the brand of your motorbike? - Search on Google: What is the key word did you use? 4.3 How did you find information before - Facebook group deciding the supplier to buy your motorbike? - Go direct to the shops - Referred by friends - Others 5.1 For wedding purpose Did you rent a wedding planner? If "yes", what is the name of your wedding planner - Search on Google: What is the key word 5.2 How did you find information before deciding to choose that wedding planner? did you use? - Facebook group - Referred by friends - Others 6.1 For clinic Which medical facility did you choose? State hospital, private hospital, foreign (exactly the name) hospital, etc - Search on Google: What is the key word 6.2 How did you find information before did you use? deciding to choose that medical facility? - Forum, group - Referred by friends 68 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE - Others - Super market For electronic devices, where did you go to buy it? - Online website - Shop near house - From friend - Others 8.1 For Travel In which form did you go travel? - Self or tour - If tour: What is the name of travel agency? - Search on Google: What is the key word 8.2 How did you find information before deciding to choose that travel agency? did you use? - Forum, group - Referred by friends - Others *Note: For other purposes, ask the same to know the name of suppliers and how did the respondent find the information about suppliers III About the loan and bank 10 11 12 13 14 15 How much did you need for the purpose you have mentioned? How much did you borrow, in fact? How much is your credit limit that you were offered by VPBank? Can you tell me the interest rate of the loan? In which month, did you have the demand for the loan? If not VPBank, where did you borrow this - Other bank: Interest rate? money? - Other sources? Who you first think of when you need an Relatives, friend, pawn service, etc 69 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE amount of money? 16 Do you know any other product of VPBank? - Interest rate, simple document required, 17 Which factor you think is most important for you to choose a bank for your loan? quick process, high credit limit, friends reference, service, etc (keep asking what else and mark the order of all the factors that are mentioned) 18 Why did you choose VPBank at that time? IV Customers demographic 19 Age? 20 Total income? 21 Occupation? 22 Ha Noi?/Ho Chi Minh city? 70 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE ANNEX 2: QUALITATIVE RESEARCH RESPONDENTS # Full Name Gender Age Career Location Income Tong Tat Dat M 32 IT Ha Noi 20 million VND/month no extra Nguyen Duy Thanh M 28 Driver Ha Noi 20-30 million VND/month Hua Manh Quan M 28 Event agency Ha Noi Bui Hai Anh Dau Sy Quyet Tran Chau Giang Nguyen Thi Hoai Tho 40 State employee 44 Worker 23 Promotion girl Seller at 26 bookshop Ha Noi Ha Noi Ha Noi 12 million/month + million extra (average) 15 million/month million/month, no extra 10-20 million/month Ha Noi million/month, no extra M M F F F 35 Accounting Ha Noi 10 million/month for full-time work, 2-3 million/month for parttime work F 49 Business Ha Noi 50-70 million/month F 32 Shop owner Ha Noi 30 million/month M 26 Logistic 12 Tran Thanh Tu M 37 Small business 13 Pham Minh Ha M 34 State employee 14 Le Minh Anh M 50 Small business 15 Pham Phuoc M 55 Driver F 43 Teacher 17 Nguyen Thi Tuoi F 31 Worker 18 Ta Minh Loan F 30 Banking 19 Hoang Thu Ha F 30 Driver Vu Thi Nhai To Phuong Thanh Nguyen Bao 10 Chau Pham Duy 11 Phuong 16 Huynh Thu Huong 20 Chu Thu Phuong F 21 Baker, student Ho Chi Minh city Ho Chi Minh city Ho Chi Minh city Ho Chi Minh city Ho Chi Minh city Ho Chi Minh city Ho Chi Minh city Ho Chi Minh city Ho Chi Minh city Ho Chi Minh 15 million/month 25 million/month 5.5 million/month 20 - 30 million/month 10-15 million/month 4.5 million/month, million/month for part - time work 11 million/month 25 million/month 10-20 million/month 15 million/month 71 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE ANNEX 3: MODEL OF QUESTIONAIRE UPL CUSTOMERS INSIGHT With purpose of improving product quality and service in order to bring customers better experience in the future, we would like to invite you to take 2-3 minutes to take participate in the survey from VPBank We affirm that your identity will be kept absolutely confidential This survey is conducted by an independent party Therefore, the results of the survey will not affect the credit monitoring process and the approval of your current or future credit Date_ _/ _ _/ 2018 A What you want to borrow UPL for? (only answer) □ Partially or fully for business purpose (skip to part B) □ For consumption and shopping (skip to part C) B Business (question -7) What is your business field? (only answer) □ Service (medical, beauty, cafe, ) □ Retail/wholesale (shop, online sale ) □ Industrial production (electronic, mechanical, garment, ) □ Agricultural production (grow and feed, ) □ Other (detail) 72 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE What is the purpose of your loan? (choose answer) □ Fix asset financing: Machine, equipment with high value □ Working capital financing: input materials, goods □ Both Where you usually buy machine, equipment for your business? (Multiple choice) □ New purchase from reputable firms in the country □ Import directly from abroad □ Buy from old machine and equipment traders □ Others (detail) How you find information about the sellers? (Multiple choice) □ Google search (specify which key words to use to search □ Suppliers' official website □ Friend referral □ Other (detail) Where you usually buy input materials? (multiple choice) □ Wholesales market, handicraft village □ Import directly from abroad □ Other (detail) What is the monthly purchase frequency? (only answer) □ time/ months and less □ times/ months □ From 1-2 times per month 73 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE □ More than times What is the value per purchase? (1 answer) □ Less than 20 million VND □ From 20 million VND to 50 million VND □ From 50 million VND to 100 million VND □ More than 100 million VND Skip to part K C What is the purpose of your loan? (multiple choice) □ House construction (rough construction, furniture, flooring, etc.) Skip to part D □ Motorbike (skip to E) □ Wedding (skip to F) □ Medical cosmetic (Skip to G) □ Personal hobbies (skip to H) □ Other: (Detail) - (Skip to part I) D House construction In case you borrowed to repair your house, please indicate the specific purpose (multiple choices) □ Raw building □ Buy furniture, households’ appliances, electronics devices, etc.) □ Flooring (wood, brick, stone, etc.) □ Paint □ Other: Detail 74 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE Did you use construction consulting service? (1 answer) □ Did not □ Partially used □ Used full package services Where you usually buy? (multiple choice) □ Buy from construction company □ Super market, interior super market, home appliance showroom □ Order at handicraft village □ Street full of furniture shop □ Retail stores near house □ Other: Detail How you find information about the sellers? (Multiple choice) □ Google search (specify which key words to use to search) □ Directly buy at interior super market, showroom □ Suppliers' official website □ Friend referral □ Other (detail) Skip to part I E MUA XE MÁY How much did your motorbike cost? (1 answer) □ 50 - 100 million VND □ 100 - 200 million VND 75 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE □ more than 200 million VND Of which brand? (1 answer) □ Honda □ Piaggio □ Yamaha □ Ducati □ Suzuki □ Kawasaki □ Other: detail How did you find information about motorbike seller? (multiple choice) □ Google search (specify which key words to use to search) □ Motorbike brand' official website □ Directly buy at showroom □ Friend referral □ Motorbike trade website □ Other (detail) Skip to part I F Wedding Where are you living? (1 answer) □ Ha Noi/Ho Chi Minh □ Suburban Ha Noi/Ho Chi Minh □ Other province Did you rent a wedding agency? (1 answer) □ No □ Yes 76 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE What was the specific purpose that you borrowed money for? (multiple choice) □ Wedding banquet □ Honey moon □ Wedding room interior □ Wedding photo album □ Other: Detail How did you find service supplier? (multiple choice) □ Google search (specify which key words to use to search) □ Suppliers' official website □ Friend referral □ Other (detail) Skip to part I G Medical/Beauty What was the specific purpose that you borrowed money for? (multiple choice) □ Health healing □ Cosmetic surgery □ Other (detail) Which health facility did you choose? (multiple choice) □ State hospital □ Private hospital □ Foreign hospital □ Other: detail How did you find information about that medical facility? (multiple choice) 77 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE □ Google search (specify which key words to use to search) □ Medical facility official website □ Friend referral □ Facebook page/ forum □ Other: detail Skip to Part I K Personal hobbies What was the specific purpose that you borrowed money for? (1 answer) □ Shopping (cameras, smart device, phone, tablet (skip to question No 2-3) □ Travelling (Skip to question 4) □ Other: detail Where did you mostly go for shopping (1 answer) □ Big super market, shopping center □ Street concentrated by electronic/house hold appliance shops □ Retail shops near house □ Website online □ Other: detail Did you rent a travel agency for your travel (1 answer) □ No □ Yes How did you find information about products/services supplier for your need? (multiple choice) □ Google search (specify which key words to use to search) □ Suppliers' official website 78 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE □ Facebook page/ forum/ club □ Friend referral □ Other: detail Skip to part I I General questions How much did you need to borrow for the purpose you have mentioned above? How much did you borrow in reality? In which month did you want to borrow this money? Rank your understand about VPBank's overdraft (from to with is the highest) ⃝ ⃝ ⃝ ⃝ Rank your understand about VPBank's credit card (from to with is the highest) ⃝ ⃝ ⃝ ⃝ Demographic Age: Income: □ Income from salary: □ Income from business: Thank you for your participant! 79 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE 80 Chapter 7: Overall conclusion | Year 2016 – 2018 MASTER OF MARKETING AND PROSPECTIVE ... as set forth in the loan contract Period from the date of disbursement of loan to the date of the last payment or the date of closure of loan POSM Point of sales Materials PBT Profit before tax... report is entitled ? ?Partnership program for increasing sales performance of VPBank’s unsecured personal loan (UPL) ” The internship supervisor was Dr Pham Thi Lien – Professor of International School,... local partnership policy to offer profits to retail shops, showroom if they join partnership program - For business purposes Types of business of all the customers who use VPBank’s UPL for business