Tài liệu Advertising and PR campaign of Mobifone docx

Advertising and PR campaign Advertising and PR campaign Agenda Agenda Agenda 1. An overview of MobiFone 2. Research Highlight 3. Marketing Environment 4. Situation Analysis (SWOT analysis) 5. Marketing Mix 6. Marketing Strategy ( Ads, PR, Creative, Media) INTRODUCTION  The company Vietnam Mobile telecom Service (VMS) was established in 1993, VMS is joint venture between VNPT and Comvik (Sweden)  3 main centers: the First Center (North), the Second Center (South) and the Third Center (Central)  Nearly 1500 staffs at nation wide  The main service of VMS is Mobile telecom service with 2 kinds of services: prepaid and postpaid.  Beside those 2 main services, VMS also provides a lot of value-added services like SMS, voice mail, GPRS, MMS, and many others. Coverage Network Nationwide (64 provinces) Subscribers 3.87 Millions Base Transceiver Station 1350BTS International Roaming Service Agreement with many networks in 57 countries Source: www.mobifone.com.vn Research Highlight Research Highlight MCA service and MCA service and MobiFone MobiFone Research objectives:  To launch new service of MobiFone cal "Missed call Alert"  To learn how customers perceive about MobiFone brand and assess brand position  To find out about service usage that can help in building Marketing promotion, ads & PR campaign. Method used in the Research: Quantitative Research Method: Based on the research’s objectives, we created questionnaires to find out some information related to service. We send questionnaires to 100 peoples whose ages range from 20 to 65. Qualitative Research  5 in-depth interviews. The purpose was to discover the psychological nature, motivations and reasons behind customer attitudes and behavior toward new services. RESEARCH HIGHLIGHT RESEARCH HIGHLIGHT • Findings  64% want to try the service even if they have to pay  29% only want to use the service if it is free.  5% say they don’t want to try it 33% of interviewees use Vinaphone 37% use MobiFone 12% use S-fone 18% use Vietel Mb phone Vnphone Sphone Viettel S1 27.3% 27.3% 9.1% 36.4% 0.0% 10.0% 20.0% 30.0% 40.0% Ad messages of Mb services provider remind customer the most Ad messages of Mb services provider remind you the most RESEARCH HIGHLIGHT • People impress ads message by: 38.9% 38.9% 22.2% Sound Images Content of Services RESEARCH HIGHLIGHT The most useful way of recieving new information of VAS 49% 25% 13% 0% 13% Mes TV Ad News Workshop From close friend Situation Analysis Situation Analysis MobiFone MobiFone [...]... Strategy Creative PR Ads campaign For MCA service and MobiFone ADVERTISING Objectives: ִTo inform existing and potential customers of MCA as a new value added service of MobiFone, and some sales promotion program increase customer awareness of MobiFone as a leading operator in VN ִTo persuade customers to use MobiFone and MCA service ִTo highlight the diversified characteristic of MobiFone as the best... existing subscribers of MobiFone (provide this service automatically) in Jan and Feb 2006 ִBroadcast marketing (send message to all subscribers of MobiFone after 1 month launches MCA service) ִUndertake 6 months advertising campaign to inform existing and potential customer of MCA as a new value added service of MobiFone ִConduct PRs activities: sponsor for “Gap nhau cuoi tuan” program on VTV3 Saturday... to MobiFone outlets and mobile handset outlets in some big cities and provinces: Hanoi, Haiphong, HCM, Danang, Nhatrang, Dongnai PR campaign For MCA service and MobiFone PUBLIC RELATIONS Objectives: ִIncrease the awareness of general pubic especially mobile phone user segment on MCA service and MobiFone as a useful service of a best network in Vietnam ִTo strengthen favourable positive image for MobiFone. .. Objectives: ִTo describe to the target market of MobiFone the major benefits of the MCA service and MobiFone brand ִTo enhance the MobiFone brand image: the best technology, best quality and best customer care service network in Vietnam ִTo drive customers attention to MCA and MobiFone service CREATIVE Strategies: ִFor Print ads: show poster introducing MCA, show MCA and MobiFone users are excited about the... services ADVERTISING Strategies: ִUse traditional media channels: PrintAds (Poster, leaflets, some newspapers and margazines LaoDong, TienPhong, Tuoitre) 5 times and TV commercials ִCo-branding program with Nokia, Samsung, Motorola with 4 months campaign from Jan- May 2006 ִSend message through broadcast channel to exisiting customers, 4times/2months from Jan 2006 ִ6 months advertising campaign on MobiFone. .. leader) by providing Missed Call Alert within 1 year of 2006, increase subscribers from 3.873 mil to 5.5 million ִTo increase sale of MobiFone • From the main service of phone call: increase 25-30% call volume in 2007 • MobiFone try to get more new subscribers from other mobile network thanks to value added service, around 300.000 subscribers MARKETING Strategies: ִUndertake TET promotion program: Free...STRENGTHS One of the biggest mobile service provider in Vietnam It is the first comer in Mobile telecom service market at Vietnam Presently, MobiFone stand in Second position in mobile service sector, its account for 42% marketshare Have a strong brand name (good image) in the mobile market Have a wide coverage network in Vietnam (1350 BTS, with the coverage of 64/64 province) Wide International... for “Gap nhau cuoi tuan” program on VTV3 at 10am Saturday, 6 months campaign from Jan 2006 ִ Roadshow campaign about MCA and MobiFone in some key cities: Hanoi, HCM, Danang, HaiPhong on Tet occasion ִ Product publictity: the best Tet wishes message contest on Jan 2006 during TET holiday ִ Giving TET gifts for children at SOS school on Tet occasion Creative For MCA service and MobiFone CREATIVE Objectives:... somewhere out of service (out of network – limited service) Officers who do not want to interrupt during meetings, seminar, conference Quiet people who often turn off their mobile phone when stay at home Potential customers: who are going to use mobile phone Marketing Strategy For MCA service and MobiFone MARKETING Objectives: ִIncrease market share: to be the leading mobile phone service provider in... quality of voice& call Best customer care services Good at management and also have strong human resource Source: www.saigontimesweekly.saigonnet.vn WEAKNESSES Relatively high price: Do not count small block like Vietel, SFone is 6 second for a block Have not got wide network (BTS) like Vinaphone This thing prove the reason why Vinaphone has more users than MobiFone MobiFone is under government and VNPT . Advertising and PR campaign Advertising and PR campaign Agenda Agenda Agenda 1. An overview of MobiFone 2. Research Highlight 3 launch new service of MobiFone cal "Missed call Alert"  To learn how customers perceive about MobiFone brand and assess brand position  To