Marketing plan for mobile telecommunication services to attract young customers of viettel cambodia company vtc in cambodia market for the years 2018 2019

Corhot 2016-2018 MARKETING PLAN FOR MOBILE TELECOMMUNICATION SERVICES TO ATTRACT YOUNG CUSTOMERS OF VIETTEL CAMBODIA COMPANY (VTC) IN CAMBODIA MARKET FOR THE YEARS 2018-2019 Program : Master of Marketing and Prospective Author : Chu Thị Vân Supervisors : Mr Đào Tùng PhD Hanoi, June 2018 ACKNOWLEDGEMENT I would like to express my deepest thanks in my heart to my respected advisor Mr Do Tung, PhD for his valuable contributions in this internship graduation report I have attended this course while still having a lot of problems with my current job An unexpected long day business trip made my report completed late, but he was very enthusiastic about helping me to complete this report in only one week before the deadline I am also grateful to respected Vice -Director of Viettel Cambodia - Mr Pham Doan Cuong and to my respected Foreign Strategy Investment Manager – Mr Phan Truong Son for permitting me to utilize all the necessary facilities and helping me a lot in doing the research and I came to know about so many new things I am also thankful to International School and Nantes University for their kind cooperation and help Lastly, I would like to express my deep apperception towards my classmates and my indebtness to my parents for providing me the moral support and encouragement Hanoi, June 20th, 2018 TABLE CONTENT CHAPTER 1: INTRODUCTION Rationale Subjects of project: Mission of project Research Methology CHAPTER 2: THEORETICAL BACKGROUND Marketing 4.0 in the digital economy: Viral Marketing 4P mix Marketing Analysis Model 10 CHAPTER 3: METFONE’S OVERVIEW 11 Viettel Cambodia (Metfone) Introduction overview 11 1.1 Metfone’s history 11 1.2 Metfone’s Mission 11 1.3 Metfone’s Core Value 12 1.4 Metfone’s Vision 12 1.5 MetFone’s business Philosophy 12 Metfone’s Business result 12 2.1 Revenue and Profit 12 2.2 Mobile subcribers 13 2.3 Arpu 14 2.4 Market share 15 2.5 Brandname 15 CHAPTER 4: BUSINESS ENVIRONMENT AND COMPETITOR ANALYSIS 16 Business environment 16 1.1 Overview 16 1.2 Market characteristic: 16 1.3 PESTEL Analysis 16 1.4 SWOT analysis 17 1.5 Competitor analysis 18 CHAPTER 5: REAL SITUATION AND MARKETING PROBLEM OF METFONE 21 Real Situation of Metfone 21 1.1 Network and product quality 21 1.2 Price: 21 1.3 Channel system 22 1.4 Communication 22 Marketing Problem of Metfone : 23 CHAPTER 6: MARKETING STRATEGY 24 Objective 24 Strategy 24 2.1 Brand positioning strategy 24 CHAPTER 7: RESEARCH METHODS, DATA ANALYSIS AND RESULTS 26 Research overview 26 1.1 Research problem 26 1.2 General objective of research 26 1.3 Research subject 26 Qualitative study 26 2.1 Specific objectives 26 2.2 Research method 26 2.3 Analysis results 27 2.3.1 General characteristics 27 2.3.2 Mobile phone usage behavior of youth 29 2.3.3 Cambodia young customers’ perceptions on existing MNOs (compare between Metfone and competitors: Smart and Cellcard) 38 2.3.4 Factors influencing using services 42 Quantitative study 43 3.1 Specific objectives 43 3.2 Research method 43 3.3 Analysis results 44 3.3.1 Bivariate correlation test results 44 3.3.2 Testing for Hypothesis 45 3.3.3 Testing for Hypothesis 2: 46 CHAPTER 8: RECOMMENDATIONS ON MARKETING PLAN 47 Plan overview 47 1.1 Marketing objective 47 1.2 Target Customer 47 1.3 4P Mix 47 Product & Price 47 Channel system 48 Communication 49 4.1 General means of communication 49 4.2 Viral Marketing campaign 49 4.2.1 Name: AmazingMe 50 4.2.2 Message: 50 4.2.3 Objectives: 50 4.2.4 Target customer: 50 4.2.5 Communication Channel 50 4.2.6 Key topics and milestones 50 4.2.7 Program details 50 Marketing expense 52 KPI evaluation 52 Overall implementation timeline 53 CHAPTER 9: CAVEAT FOR THE YEAR 2019 54 REFERENCES 56 ABBREVIATION 57 LIST OF FIGURES 58 LIST OF TABLES 58 LIST OF DIAGRAMS 58 Appendix 01: Interview Guideline for Qualitative research 59 Appendix 02: Online Survey Questionnaire 62 PREFACE Young customers, potential customers of many firms, especially in the field of telecommunications, the role of young people is more and more important Global telecommunication in general and Telecomunication in Cambodia in particular is facing many challenges as technology evolves, the shift in consumer behavior is evident: the demand for voice and sms is decreasing, demand for data booms and young consumers lead the trend of using data and applying technology on the data platform Cambodian telecom market is also experiencing fierce competition to entice young customers to lead the market and boost sales as Cambodia's mobile penetration is high at 70% Therefore, "Marketing plan for mobile telecommunication services to attract to young customers" is considered the priority of Telcos in Cambodia CHAPTER 1: INTRODUCTION Rationale Marketing Plan plays an important role in realizing strategies to achieve business goals of business Practical experience shows that if the strategy is good, in the right direction but without a well-planned marketing plan, the business is unlikely to succeed Especially in the telecom industry, marketing planning is even more important because telecom products change day by day according to the change of technology world and are the owners of large customer data Viettel Cambodia PTE (VTC) with the brand name Metfone is the first foreign market Viettel Goup - the top 30 largest subscriber base in the world - invested VTC launched service in 2009 and quickly became the largest operator in terms of subscriptions and revenue in Cambodia after three years of business (2012-2013) However, with the rapid technological change, competition in many aspects of rival networks from within and outside Cambodia, Metfone has lost market share for three consecutive years (2014 -2016) and growing again in 2017 has gradually regained the trust of customers On the road to regaining consumer confidence, Metfone is struggling, not only requiring a sound, long-term strategy, but also a good enforcement capability Therefore, I chose the project "Marketing plan for mobile telecommunication services to attract young customers of Viettel Cambodia company (VTC) in Cambodia market for the years 2018-2019" with the desire to put a further action option to help Metfone return home Market leader and target is the billion dollar company - Metfone's big challenge in the future Subjects of project: Young customers using mobile services in Cambodia market Mission of project Propose a marketing plan, an option for Metfone to implement to achieve strategic goals in the short and long term Research Methology Since telecommunication is a business field ranked in technology group, the telecom industry research method uses big data, data mining and available internal data sources and selects the use of secondary data purchased from the Global telecoms consultancy However in some case, we use primary data to verify again research info we get in other sources So in the report I will use methology as below: (1) Qualitative and quantitative research (primary data) (2) Secondary data analysis included: Available in-depth research report/ case study in Telecomunication of reputable organization/consultant company / specific websites (3) Internal data in BI ( Billing Inteligence system) of Viettel Group CHAPTER 2: THEORETICAL BACKGROUND Marketing 4.0 in the digital economy: Viettel Group is a business operating in the field of telecommunications and information technology so that the marketing activities of Viettel closely related to the 4th industrial revolution which is going on around the world It’s simply because Telecom Operator is an ISP - Internet-Service Provider And moreover, telecom operators must be pioneers of application in the 4.0 era According to “Marketing 4.0 Moving from Traditional to Digital” (Philip Kolter, Hermawan Kartajaya, Iwan Setiawan), “Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers In the digital economy, only digital interaction is not sufficient Infact, in an increasingly online world, offline touch represents a strong differentiation Marketing 4.0 also blends style with substance While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever In an increasingly transparent world, authenticity is the most valuable asset.” “Marketing 4.0 leverages machine-to-machine connectivity and artificial intelligence to improve marketing productivity while leveraging human-to-human connectivity to strengthen customer engagement.” Every customer owns a mobile phone, just online they can buy everything they want through their websites, platform apps, social networks, and their behaviors are recorded by the system to lead customers Viral Marketing “Viral Marketing is that which is able to generate interest and the potential sale of a brand or product through messages that spread like a virus, in other words, quickly, and from person to person The idea is for it to be the users themselves that choose to share the content Due to their speed and ease to shar e, social networks are the natural habitat of this kind of marketing The most widespread example in recent times is the creation of moving, surprising or spectacular videos on YouTube, which are then shared on Facebook, Twitter and other channels.” (https://www.cyberclick.es/numericalblogen/what-is- viral-marketing-advantages-and-examples ) 4P mix Marketing Source: https://managementmania.com/en/marketing-mix-4p Marketing Mix 4P is a method for determining product strategy and product portfolio Father of this thought was Neil H Borden and E Jerome McCarthy continued on these thoughts McCarthy conceived the mix as we know it today According to him, the marketing mix of the enterprise (or product) consists of four components:  Product - the product and its features from the customer perspective - quality, reliability, design, brand, warranty, service and other services, etc  Price - the price of the product and total pricing policy  Place - the way of distribution the product from the manufacturer to the final customer  Promotion - the ways of product promotion Analysis Model  SWOT (Strength, Weakness, Opportunity, Threats) matrix to analyze the factors that effect to business operation and identify the company’s internal strengths and weaknesses  PESTEL (Political, Economy, Social- Culture, Technological, Environment, Legal) model to analyze and evaluate comprehensively the elements of macro environment affecting to the mobile telecommunication market in Cambodia in general and Viettel Cambodia in particular 10 o Unlimited content services satisfy the youthful thirst for content Content is not just entertainment like Smart's product (movie store) but also information stores, knowledge world o Register easily through Metfone's selfcare apps (both online channel & offline channel)  PROPOSED PACKAGE: MET@1 50$ Unlimted Facbook Unlimted Youtube Unlimited on-net voice with 10 subs; 20 minutes free roaming in countries Laos, Camodia, Myanmar and Vietnam = $ in week  Difference, Competitive advantage of MET @ is: (1) Suitability of youth: $ / week ~ $ / month - arpu of Youth in PNP (2) Unlimited Youtube and in-network services, especially Roaming in Southeast Asian countries (no competitor), $ 50 extra for optional service (3) Compared with competitors: not compete directly with the exchange program; Offer what customers need in a face-to-face manner Channel system (1) MET@1 Confession: Organizes sales through groups and student associations, especially through social channels (2) MET@1 Store: Promotional shows not only in Viettel's traditional stores, but also in coffee shop / fastfoods (3) MET@ Activation: organize a series of activities linked to MET @ at universities, youth outreach spots shared by young people about start-ups, knowledge (4) MET @ Date: Dating site for young people find love, make friends 48 Communication 4.1 General means of communication TV + print Ad + Newspaper Equivalent market share SOM (share of market) với SOV (share of voice) Mass Media Event AmazingMe- viral marketing compaign PR Participating in Metfone's volunteer charity helps the poor to show maturity, caring for other people's youth Change how to implement online advertising Promote content creation on Microsite / DIGITAL FB, Website, Apps YoutubeChanel / Facebook Page and App based Positioning ( based on AmazingMe below) Support, build and develop Confessions at universities OOH Boost plate size, however, does not run under Smart / Cellcard but rather selective investment Explode images according to new identities POS Young image at MET @ Store Promoting Poster / Leaflets at rural selling points 4.2 Viral Marketing campaign - 4P Marketing aims to convey the outstanding features of products and services Viral Marketing will be deployed in parallel with 4P Marketing to focus on customers Customer's emotions, customer needs, and the interaction between those expectations and what the product or service can deliver It is no longer the exchange of direction and direction, but more than that, it is interaction and connection, to optimize the value of products and services to individual individuals - The advantage of viral marketing is to impress consumers, beliefs and product penetration quickly what Metfone needs when launching new products - When analyzing the marketing campaigns for the young people, viral marketing is used in a thorough way Most of Vodafone's advertising campaigns will only feature the brand logo at the last moment, the main content being focused on small stories close to the customer Airtel India's appearance after ethnically-inspired programs does not obscure the brightness of translation quality, but only deepens the image of a respected service provider, a national territory, and endeavor to communicate for understanding between people in a country Customers love these little things from the internet, not everyone is a scientist or an economist who can quantitatively analyze and compare among complex features 49 4.2.1 Name: AmazingMe 4.2.2 Message: Every human being is a tiny giant with the potential to make miracles And Metfone will explore with you the little giant inside, for your better life and yours beloved 4.2.3 Objectives: Image orientation of Metfone is a warm and believable companion who explores the wonders inside everyone, supports and motivates them to their best in everything they and achieve the greatest results 4.2.4 Target customer: Young customer in PNP 4.2.5 Communication Channel - Online: Youtube, Facebook, Website, online periodical - Offline: event, banner, flyers, kiot and other activites 4.2.6 Key topics and milestones Phase Topic Amazing start Amazing love Amazing life Main objective and idea Spot the public with a big competition with impressive awards Create demand and build targeted customer communities Customer experiences Message A new beginning for work, study, a new year with wonderful luck along with Metfone Love brings miracles In particular is the love of the woman Metfone will be the thread that connects those loves Spread the message Each person is born a and personalize the small giant with service special abilities Special people make a colorful and beautiful society No more stopping at a connecting wire Metfone has become a community engagement network, as the miracles of being together make a wonderful life Time March - April Reasons New school year Woman’s day March - April Internation al labor’s day MayJune 4.2.7 Program details 50 Phase Program Objectives Contest: Amazing start Each new activation subscriber and subscriber of MET@1 will receive a lucky draw lottery ticket The award is a month scholarship to study a favorite skill in France Student Activities: Amazing start Prepare sales and introduce services at the university on the first day of admission, along with fun activities with attractive rewards Students check-in and post a photo of Metfone to Facebook will be posted to Metropolis on a fanpage, and will receive a lucky draw for a set of ipad + iphone products at the end of the day Impact on the psychological expectations of the customer's luck, attracting public attention to all classes of objects Attracting the attention of students, especially new potential students Viral video: How did love start? Short clips of love stories starting with different situations Sometimes it's just a look, when it's a light touch on the road, or sometimes just the wrong number and accidentally use the same MET @ Impact on the love of Valentine's Day sweetheart, bring sweet feeling, making the boys and girls network Metfone network become close and gentle Impact on the female audience, leaving a beautiful impression as the connectors all share to the women, take advantage of the time March 8th, the woman day Create community, stimulate consumption from this object Let customers experience and enjoy the feeling of attention and caring (in the event) Amazing women Club Deploying mobile phone apps in combination with Facebook fanpage, which is a shared forum on the lives of modern women, provides women with useful information for life, as well as a place to share stories, women, where women are voiced, heard and inspired to miracles Event Amazing women Event Amazing women Festival of Women's Day, award of excellent and favorite sharing on Amazing women forum In order that men could understand the value of women in their lives through a one-day experience as a woman, experiencing the series of booths is a daily activity for women Celebrate women who make small miracles (through the stories on the forum), honor the value and love of a woman, love her mother through live music at the event Amazing love The program is for any Metfone subs who send messages to the system, with love words and thanks to the women, his girlfriends Messages will be displayed on the Metfone website and Facebook fan page Metfone as an album of greeting cards with the content of the message and displayed on the big screen at the Amazing women event center 51 Phase Program Objectives Spread Metfone images as sharing, connecting, and spreading the magic Make customers feel special, personalized promotions, create excitement and expectations for customers TVC advertising: AmazingME Message: Every person born is a small giant Content is the great rise of people in all fields, hardships to exercise in sports, all at work, students throughout the academic years or women with extraordinary strength and love, loving, caring family and pursuing passion After all that magic there is Metfone's companion, like the call of the athlete after the win, the process of seeking information through the data service of the business, sharing information on the show Metfone provided to youth Amazing Color – Funding program Colorful race Colorful road Before the program, Youth like and share the article on Facebook Metfone to receive the award is a ticket to the festival Bring the Metfone image closer to the young, stimulating data consumption with all subscribers Marketing expense - I focus on Mass Media to increase brand awareness equivalent to competitors 2018- forecasted SMART CELLCARD USD % USD % 2,444,850 31% 2,575,004 59% 352,800 4% 352,800 8% 808,539 10% 478,988 11% 620,000 8% 250,000 6% Mass Media Internet Print Event METFONE USD % 2,500,000 34% 500,000 7% 382,566 5% 500,000 6.8% Outdoor image 2,000,000 27% 2,408,250 30% 496,667 11% Channel image 552,000 8% 915,000 11% 83,750 2% 914,000 12% 460,000 6% 150,000 3% No Activities Social sponsorship Total Marketing expense Services revenue % marketing expense/ Services revenue 7,348,566 8,009,439 4,387,209 240,964,672 241,766,409 146,794,257 3.05% 4.50% 4.20% Table 1: Marketing expense of Metfone KPI evaluation No KPI factor Subscribers Active subs Data subs +/-% inrcreased in comparison with before launching + 50% + 50% 52 No KPI factor +/-% inrcreased in comparison with before launching Customer behaviors MOU + 10% DOU + 30% Market share in PNP + 50% ( ~ 30% market share) Churn rate - 5% Consume in Basic Account + 10% Brandname Web traffic + 50% Page, video views and other channel + 50% Social media Post reach + 50% Brand identity 70% youth in PNP know Metfone Table 2: KPI evaluation of Metfone Overall implementation timeline Month " Met " pack Compaign Launch product Communication - Mass media TV + Print Ad + Newspapaer Event Pr - Digital: FB, websites, Apps - OOH - POS 10 11 12 FIRST PRODUCT LAUNCH IN MARCH In all hours with high rating, days/week in the national TV channel, Youth channel in first month, and decreased times/week from the 4th month of launching new product Amazing Me Start with new product cover all location to help young customer recognize Metfone in months Change image of "MET" and compaign Table 3: Marketing Timeline of Metfone 53 CHAPTER 9: CAVEAT FOR THE YEAR 2019 The global telecommunications industry in general and in Cambodia in particular are facing many challenges to continue to grow and retain customers, especially young customers - pioneers of the 4.0 technology era The challenges that come from Data Boom, creating an environment for technology to thrive (OTT, IOT) that explode the user experience OTT has become a substitute for traditional telecommunication (voice and SMS), data is growing strongly to compensate for lost voice sales, data prices in highly competitive markets such as Cambodia After the price war lasted for many years, the cost-price was close to the selling-price Thus, for Metfone, which needed a radical shift in the 4.0 revolution, it was necessary to consider building on a long-term marketing strategy and plan 4.0 Current competitive advantages such as broad channel coverage may become a burden in terms of cost During the study, I propose long-term solutions, vision 2019 as follows: (1) Move completely to Marketing 4.0 (from traditional to digital marketing): Digitize and sell online to reduce commissions for resellers through products and services designed for first-time online participation Figure 1: Differences between traditional Marketing to Digital Marketing Source: “Marketing 4.0 Moving from Traditional to Digital” (Philip Kolter, Hermawan Kartajaya, Iwan Setiawan) (2) Moving from an ISP to a CSP: expanding the product not just the data but also the content to compete with the OTT (3) Create a multi-service ecosystem service on the core service, breaking the barriers to designing a mobile product when young people are pioneers in trending and spreading the service 54 (4) KPIs need to focus on evaluating customer experiences, Customer Journey Index – until now Metfone haven’t applied Reason: Customer experience as a distinct element, in addition to the need for different personal and work connections, uneven network quality creates one-third of Multi- sim subscribers in the market A growing field like Cambodia is one example The proposed metrics for customer journey measurement in CJI include: o CSAT (Customer Satisfaction) o NPS (Net Promoter Score): 40% telcos of the world is using it to evaluate customer experiences o SM ( Social Monitoring) o CES ( Customer Effort Score) (5) Metfone considers creating a sub-brand similar to VOXI of VodafoneUK; SMARTY of ThreeMobile; FREEZONE by Vodafone Turkey) according to each target group, not just the youth 55 REFERENCES Books: Marketing 4.0 Traditional to digital (Philip Kolter, Hermawan Kartajaya, Iwan Setiawan) Marketing Moves (Philip Kolter, Dipak C Jain, Suvit Maesingee) Online source from Intelligence Center specified in Telecomunication; Ovum, GSMA, Rolland Berger, Deloite, IBM, Asia Foundation Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers Global telecommunications study: navigating the road to 2020 Demographic analysis for consumer spend in communications Genzilla – They are coming Get ready 10 Hot Consumer Trends 2016 Mobile Phones and Internet in Cambodia 2015 Online websites https://telecomtalk.info/vodafone-u-youth/153011/ ) http://www.biztechafrica.com/article/airtel-launches-go-it-youth-campaign/7264/ http://www.techtrends.co.zm/airtel-zambia-launches-youth-data-promo-a-review/ Punjabi, N (2016) Vodafone launches its latest ‘U’ pack for youth across India Available at: http://www.digit.in/general/vodafone-launches-its-latest-u-pack-foryouth-across-india-30105.html (Accessed: 15 July 2016) 2013, airtel Z (2013) Go for it Available at: http://airtelsocial.com/goforit/terms#.V4blodJ97IV (Accessed: 15 July 2016) Reserved, A.A rights (2014) Main menu Available at: http://adland.tv/commercials/mobile-telesystems-mts-experiment-4g-2014-300-russia (Accessed: 15 July 2016) Internal Source Viettel Group 56 ABBREVIATION 3G The third - generation technology 4G The fourth – generation technology Arpu Average revenue per user BI Billing Inteligence CSP Content service provider CJI Customer journey Index CSAT Customer Satisfaction CES Customer Effort score DOU Data of Use FB Facebook MSP Mobile services provider NPS Net promoter Score GDP Gross domestic product IoT Internet of things ISP Internet service Provider KPI Key Performance indicator LTE Long Term Evolution MOU Minutes of use MNO Mobile Network operator OTT Over-the-top content PNP Phnom Penh- Capital of Cambodia POS Point of Sales Sub Subscriber USD United States Dollar VTC Viettel Cambodia/ Metfone 57 LIST OF FIGURES Figure 1: 4P marketing Plan of Metfone 47 Figure 1: Differences between traditional Marketing to Digital Marketing 54 LIST OF TABLES Table 1: Succesful Factor Evaluation among MNOs 20 Table 1: The Price of Exchange package 2012-2017 22 Table 1: “U”package for the Indian Youth of Vodafone 36 Table 2: Survey Response Rate 44 Table 3: Correlations of three variables 44 Table 4: Relationship between Purchasing decision of Cambodia youth and Social media 45 Table 5: Relationship between Peer reviews and The purchasing decision 46 Table 1: Marketing expense of Metfone 52 Table 2: KPI evaluation of Metfone 53 Table 3: Marketing Timeline of Metfone 53 LIST OF DIAGRAMS Diagram Profit before tax and % growth of services revenue 13 Diagram 2: Service revenue structure of Metfone 13 Diagram 3: Mobile subs & Data subs from 2013-2017 14 Diagram 4: Metfone Subcribers divided by area 2013-2017 14 Diagram 5: Metfone subs’ Arpu and Market subs’ Arpu 2013-2017 15 Diagram 6: Market Share in Cambodia 15 Diagram 1: Influence of Purchase of decision of Youth 28 Diagram 2: % Activities enjojoyed by the Youth 32 Diagram 3: Contact Methods of The Youth 32 Diagram 4: The reason the Youth use social media network 33 Diagram 5: Numer of Mobile phone of the Youth 33 Diagram 6: Reason of Posting picture in FB 34 Diagram 7: Behavior of using internet of the Youth in Cambodia 34 Diagram 8: Clasification of using Internet divided by education level in Cambodia 35 58 Appendix 01: Interview Guideline for Qualitative research Identify respondents for interview - Students in high schools, Students in the university, worker, office staff, business man… Group # Age 15-19 20-24 25-30 Number of Segment respondents Metfone subs Competitor subs Metfone subs Competitor subs Metfone subs Competitor subs Area PNP Location and time of Interview - Location: Coffee shop with modern style, separate and quiet area - Drink: Coffee, Mineral water and - Agenda Group Date Time start 1/3/2018 09:00 am - 10:00 am 1/3/2018 10: 30 am - 11:30 am 1/3/2018 15:00 pm - 16:00 pm 2/3/2018 09:00 am - 10:00 am 2/3/2018 10: 30 am - 11:30 am 2/3/2018 15:00 pm - 16:00 pm Method of Save information: Taping Interview scenario - Introduction: Firstly, Thank you so much for taking time to meet everyone for this discussion today My name is… and this is… , my collegue… Today we would like to discuss with you about your habit when using mobile phone, what you want from mobile operator, your feelings about mobile service quality, the reason why you choose operator to use as well as your evaluation in telecom industry in order to complete our report about Cambodian Youth Topic in detail is:  Mobile phone usage  Evaluation about Metfone, Smart, Cellcard: Promotion, brandname 59  Decision of choosing to use package  Image of MNOs for young customer The interview should take you not less than an hour We will taping the session because we don’t want to miss any of your sharing and comments All your response will be kept confidential This means that our interview will only be share under research report, we don’t identify exactly information of the respondents (such as your name, where you work, where you study ) Are there any questions about what I have just explained? Are you willing to participate in this interview - Topic and Questions No Topic Questions What you usually when using mobile phone? (Calling to your family, your friends, access to internet) When using Internet, what you spend time to do? Suggestion: apps, social network And How many hours/day you spend for each activity Mobile phone usage Evaluation between wifi and mobile internet via experiences when using services How much you recharge to use mobile services? How many times per month? Do you register mobile package or promotion program? How often you check data volume you used Evaluation about Metfone, Smart, Cellcard: Promotion, brandname What you think about promotion program of MNOs? Where you meet promotion info? About MSP brand in the market specifically Metfone, Smart, Cellard, how you evaluate? Which is the main reason you choose Metfone, Smart, Cellcard? Decision of choosing to use package Who influence your decision? Why you decide to give up/churn? How many sims are you using? If you are using sims more, for each sim in which activities are you using? And the reason why? 60 No Topic Questions Please let us know Your feelings about target customer Image of customer MNOs for of each MNOs? Strong point and weak point of each MNO (suggest: customer services, advertisement, price… ) Describe image of each MNO in your point of view - Conclusion: Thank you for participating in the interview 61 Appendix 02: Online Survey Questionnaire Please take a few moments to complete this survey Part I: Respondent background Please specify your current occupation: Student Company officer Government official University staff Please indicate your age? Blue-collar Worker Freelancer Business owner Other (please specify): Under 15 years old 20-25years old 35-40 years old 15-20 years old 25-30 years old > 40 years old Part II: Opinion demonstration To what extent you think that the following statements accurately describe your own situation? (1 = Not accurate, = Somewhat accurate, = Accurate, = Very accurate, = Extremely accurate) a I tend to choose the data plan with an unlimited Facebook and Youtube offer Not Accurate Extremely Accurate b I rely on social media to obtain information about new data plans available on the market Not Accurate Extremely Accurate c I trust my friends' recommendations on a new product/ service Not Accurate Extremely Accurate 62 ... project "Marketing plan for mobile telecommunication services to attract young customers of Viettel Cambodia company (VTC) in Cambodia market for the years 2018- 2019" with the desire to put a further... Therefore, "Marketing plan for mobile telecommunication services to attract to young customers" is considered the priority of Telcos in Cambodia CHAPTER 1: INTRODUCTION Rationale Marketing Plan plays... Top of Mind - equivalent to 40% of telecommunication services in Cambodia in the mind of customers by the end of 2018 (30% in urban areas only) Strategy - Repositioning the Metfone brand in the