Recommendations for particular communication tool- 123docz.net

3.4. Put communication mix together

3.4.2. Recommendations for particular communication tool

Base on particular conditions, securities companies can choose its advertising objective among five following objectives:

(1) Awareness: To let customers recognize and remember about company, brand name and products. Therefore, crucial information related to companies such as name, logo and slogan, address and telephone of head office and branches must be presented. More important, advertisement with such objective is create something special that can attract the attention of customers immediately and customers can remember the image or saying in the advertisement. Newborn securities companies should consider this objective is the most important.

(2) Increase: Advertisements of securities can be to increase the number of trading account or to make customers use service such as: brokerage, OTC brokerage, portfolio management, and investment delegation. Therefore the content of such kind of advertisement must show clearly the benefit customers can get from opening account or using service. Companies in group 2 and 3 can target their advertising toward this objective.

(3) Evaluation: Advertisement for evaluation must present the outstanding features of securities companies against theirs competitors. For example, one company is established for long time and have wide relationship, thus its OTC service is really productive, then company should emphasize in this point to advertise and create a good evaluation of customers about the service. Companies in Group 1 might consider this objective in advertisement campaign to compete with other big companies.

(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam(LUAN.van.THAC.si).research.and.recommendations.about.marketing.comunication.of.securities.companies.in.vietnam

(4) Trial: This advisement must create a interest to test the service of securities companies. The content can be announcement of sales promotion. Group 3 need to implement such kind of activity.

(5) Adoption: the advertisement for adoption is normally focused on the close relation between companies and customers, therefore customers will continue to use the service. Company in group 1 and 2 is recommended to follow this objective.

After define the objectives, securities companies must set up the budget of advertisement. Company can base on the ration of marketing, advertising per total revenue or base on the budget of competitors as a standard and adjust.

Company should try advertising with more complicated forms. TV commercials can be very impressed at this time because no securities companies to launch such kind of advertisement. For adverting in newspaper and websites, the content now only simple and basic element but instead, companies should more efficient images and effects, such as to use celebrities in investment field to represent for companies.

About advertising on newspapers, as the survey results, securities companies can choose three following papers.

 Vietnam Investment Review

 Information documents of HOSE and HASTC

 Sai Gon Times

To advert on news websites, best options are:

 http://www.vir.com.vn

 http://forum.vietstock.com.vn

 http://www.chungkhoan24h.com.vn

Three T.V shows that can be used to post advertisement are:

 “Ban tin tai chinh” on VTV1

 “Ban tin tai chinh” on InfoTV

 “Khoanh khac vang” on VTC1 3.4.2.2. Recommendations for PR

Continue to use PR as main tool and diversify in various forms: newspapers, news in websites, taking part in interview, events, conference, training course. In which conference and training course can be organized more to attract the attention of customers because almost customers find these activities is beneficial to them.

Besides, company can establish “Investment clubs” for customers and investors create chances for them to expand relationship and share information. Another activity is to do charity after gaining a big profit from investment, such kind of PR activity can create good image about company.

3.4.2.3. Recommendations for Sales Promotions

Sales promotion can be very effective for new established companies to attract customers. To support sales promotion, related advertising should be done to make sure that a lot of investors know about the sales and come to receive the promotions.

The forms of sales promotion should be diversified. Besides using coupons and deals by reducing transactions fee, securities companies can use the form of contest, samples. For example, with contest form, company offers a special, high- value gift for the 1000 th customers. With sample form, customers are recommended

to try value added service such as portfolio management, “special broker” who provide investment advice whenever customers need.

3.4.2.4. Recommendations for Person Selling

Company must organize human resource to attract customers and service them with highest satisfaction. Not only brokers, but staffs in other departments must be trained how to behave and serve customers.

Brokerage team is recommended to two groups, in which one group specializes to take care vip customers. Each broker must be assigned target by number of account, transaction value and customer satisfaction level.

Besides, managers should develop policy to control the negative behaviour of brokers such as: ask for money of customers, get big commissions, only provide advice to some people who brokers has close relationship and ignore the others. It‟s certain that brokers will invest for themselves, but manager need limit this action in a reasonable time, if not brokers will only focus on his personal things.

3.4.2.5. Recommendations for Direct Marketing

Direct mail and SMS should be used more frequently and updated hot informative.

When customers receive update information, not only about their account but also about the market and company operation, they will associate with companies more naturally and strongly. Besides, company should set a telephone line to answer enquiries from customers.

3.4.2.6. Recommendations for E-Marketing

As the survey result, internet is the main source for investors to find the information. Therefore securities companies should push communication by e- marketing with the application of websites, search engines and especially blogs and forum.

Securities companies which have not applied trading online should quickly improve the technology to launch this service soon because it‟s convenient for customers and make them log in website regularly.

Besides, companies can build up blogs, forums where analysis of company can put their articles, market forecast, ext; and customer can join in the blog, forum to comment and share their opinion. This way can create a two-dimension communication between companies and customers, making the relationship closer.

CONCLUSION

Competition in securities market is tougher and tougher. More and more securities companies are established create a war to attract investors and maintain them. In order to approach to customers, the only is to communicate with them. Therefore, marketing communication has become very important to all securities companies.

The purpose of this thesis is to emphasize the role of communication in securities companies and give out the evaluation of this activity in different companies.

Besides, by the survey, the author also wants to find ways to make marketing companies of securities companies in Vietnam more efficient. The important tasks are to define clearly target audience and objectives of marketing companies for the whole strategy as well as for each communication tool. After that, company must consider its particular condition to decide about budget and implement communication mix.

Leaders in securities companies should pay more effort in marketing communication because it is one way to help company build up its brand and develop firmly. The more developed the securities market is, the more professionally marketing communication should be implemented.

REFERENCES

Vietnamese

1. Giuseppe Iarossi (2006), “Sức mạnh của thiết kế điều tra”, Nhà xuất bản Chính Trị Quốc Gia

English

1. Alvin C. Burns, Ronard F. Bush (2005), “Marketing Research”, Prentise Hall Publisher

2. “Develop an E-marketing plan” on http://businesslink.gov.uk,

3. John E.G. Bateson, K.Douglass Hoffman (2004), “Managing Services Marketing”, Fourth Edition, Harcourt Brace College Publishers

4. Paulina Papastathopoulou, Lecture in Marketing: “Introduction to Financial Services”

5. Phillip Kotler (2003), “Marketing Management”, Eleventh Edition, Prentise Hall Publisher

APPENDIX: Questionnaires for Thang Long Securities JSC

1. Trong những hình sau, hình nào là logo (biểu tượng) của Công ty Chứng khoán Thăng Long (CKTL) ?

  

2. Bạn đã bao giờ xem/đọc/nghe một quảng cáo của CKTL chưa?

Rồi Chưa

Nếu rồi, bạn có nhớ nội dung của quảng cáo đó không?

Nhớ rõ Nhớ mang máng Không nhớ

3. Bạn đã bao giờ đọc một bài báo viết về CKTL chưa?

Rồi Chưa

Nội dung của bài báo đó để lại ấn tượng như thế nào trong bạn?

Ấn tượng rõ nét Bình thường Không ấn tượng gì

4. Trang web của CKTL mang đến cho bạn các thông tin:

Rất hữu ích Hữu ích Bình thường Không hữu ích Không muốn xem

5. Bạn đã bao giờ tham gia các buổi hội thảo do CKTL tổ chức chưa?

Rồi Chưa

Nếu rồi, bạn thấy cuộc hội thảo này:

Rất hữu ích Hữu ích Bình thường Không hữu ích Không muốn xem

6. Trung bình, một tuần bạn lên sàn mấy lần?

Gần như không lên sàn 1 lần 2 – 3 lần 4-5 lần

7. Bạn có hài lòng với sự phục vụ của các nhân viên trong CKTL không?

Rất hài lòng Hài lòng Bình thường Không hài lòng Rất không hài lòng

8. Những tư vấn đầu tư của nhân viên CKTL đối với bạn là?

Rất hữu ích Hữu ích Bình thường Không hữu ích Không muốn xem

9. Bạn đã bao giờ được hưởng các khuyến mãi từ CKTL chưa?

Rồi Chưa

Nếu rồi, bạn có thấy hài lòng với cách khuyến mãi này không?

Rất hài lòng Hài lòng Bình thường Không hài lòng Rất không hài lòng

10. Trước khi mở tài khoản ở CKTL, bạn đã mở tài khoản ở công ty chứng khoán nào khác?

Vui lòng ghi rõ tên: ………...

11. Bạn có thấy điểm khác biệt gì giữa công ty chứng khoán này và CKTL không?

Có Không

Nếu có, vui lòng ghi

rõ:………

12. Bạn có thấy dễ dàng để liên hệ hoặc phản hồi các ý kiến của mình với CKTL không?

Rất dễ dàng Dễ dàng Bình thường Khó khăn Rất khó khăn

13. Nhìn chung, bạn cảm thấy như thế nào khi là một khách hàng của CKTL?

Rất hài lòng Hài lòng Bình thường Không hài lòng Rất không hài lòng

14. Bạn thường sử dụng các phương thức nào để tìm hiểu thông tin về chứng khoán?

Vui lòng đánh giá mức độ thường xuyên (từ 1-4) cho các phương thức, trong đó:

1.Rất thường xuyên 3. Hiếm khi

2.Thường xuyên 4. Rất hiếm khi

Phương thức 1 2 3 4

Trang web của CKTL    

Trang web khác về chứng khoán    

Báo, tạp chí giấy    

Chương trình TV về chứng khoán    

Trao đổi trực tiếp với nhân viên công ty    

15. Bạn vui lòng ghi rõ tên 3 trang web mà bạn thường vào nhất để tìm hiểu thông tin về chứng khoán?

1………

……

2………

……

3………

……

16. Bạn vui lòng ghi rõ tên 3 tờ báo/tạp chí mà bạn thường vào nhất để tìm hiểu thông tin về chứng khoán?

1………

……

2………

……

3………

……

Recommendations for particular communication tool

Summary about Vietnam securities market and securities companies