Individual Assignment

Subject: Marketing Management

INDIVIDUAL ASSIGNMENT
Subject: MARKETING MANAGEMENT
The holistic marketing activities carried out by Vietnam Mobile Telecom Services.
Company Vietnam Mobile Telecom Services Company (VMS) is a State subsidy under
the Vietnam Posts and Telecommunications Corporation. The company was formed in
April 16th 1993; it has become the first mobile communication operator GSM
900/1800 with the brand MobiFone, land marking the start of the telecom sector in
Vietnam. MobiFone is specialized in setting up network and delivering telecom
services.

4. Relationship Marketing
4.1 Customers
The goal: strengthen the implement activities for customers retention, and seek
potential customers.
4.1.1 Client Database and customer classification
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Individual Assignment

Subject: Marketing Management

Collect and store customers information of MobiFone

Currently, MobiFone is using software billing systems and customer care (Customer
Care and Billing), also known as software checking billing FBT.ICBS from FPT (a
multinational information technology company of Vietnam). Due to the characters of
the mobile communications industry, from the information gathered, the company has
managed the customers database into two groups: - Postpaid Prepaid subscribers
Determine Type of Customer: MobiFone classifies customer combines between
defining target users and frequency of using. There are 5 types of customers: VIP
customers; major customers; business; internal customers; agents; personals customers.
4.1.2. Identify target customers
MobiFone determines developing subscriber for all users who could use mobile
phones.
4.1.2. The tools to influence target customers
Direct Customer Care: Mobifone implement customer care through main stores
of MobiFone, market development group and authorized agents system and chargeable
partners
Website: Mobifone.com.vn
E-mail: send email of billing notifications to individuals
SMS marketing: 090, 18001090.
Call Center: 0905.144.144, 18001090, 9090
4.1.3. Designing policies to interact with the target customers
Services Customer Support: provides forms of postpaid contracts for customers or
the Tool Customer SelfCare allows customers of MobiFones subscribers can use USSD
message or request to resolve complaints or automatically lookup some basic information.
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The regular programs to maintain customers loyalty: The annual customer care
program, Irregular customer care program. For example: - For customers who register
long-term connection will receive Birthday Gifts for Members, Incentives of service
(connection speed, speed of access, use limit, payment charges ..), provides Free SIM
with the highest capacity which MobiFone provides current subscription (01 times / year
when members need to replace the SIM card)
Current Promotions program:
+ Promotion prepaid: for active subscribers: MobiFone offers 50% for every topup into balance of prepaid customers (active, incoming/outgoing barred but during the
validity of subscription numbers), offer up to 50% for postpaid customers who use online
bill payment For new subscribers: offer up to 100% for the first deposit money into
their account and up to 50% for the next time.
+ Promotion postpaid: MobiFone offers 50% discount promotion of postpaid
customers when deposit money into their account for active subscribers
+ Promotion services: Drawing for prize, Samsung Galaxy S4 for nice messages,
Play Exciting Game show Earn Happy Money, Auction for LG G Pro Lite Dual D686,
12 VTVcab channels on Mobile TV
4.2. Channel
4.3. Partners
ICTnews - With the open cooperation policy and diverse forms, MobiFone is ready
to shake hands with all providers of value-added services on mobile in Vietnam, and
accepts revenue sharing up to 90% for partners. To become a partner of MobiFone,
enterprises have large investment, transparent. The cooperation will take place the longterm, equal; the best solution would be a priority, especially the exclusive cooperation
with MobiFone.
http://ictnews.vn/vien-thong/mobifone-san-sang-phan-chia-90-doanh-thu-chodoi-tac-120659.ict
1. Internal marketing
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Subject: Marketing Management

Currently, the company has 5 departments which have marketing activities are:
- Postage Marketing Department
- Planning Sales Department
- Customer Care Department
- Billing Center
- Payment Billing Department
In addition, other departments also coordinate with each other to carry out marketing
activities, such as coordination among Accounting Division - Statistics - Finance in
providing financial resources for marketing activities, coordination between the Technical
Department and Postage Marketing Department to build the features of the product ...
The Marketing departments always have intimate relationship with the other departments.
+ Postage Marketing Department.
Activity of this department is divided into three main groups: Group
Communication, Creative group and Postage - Services.
Communication Group is responsible for reporting all over the media,
establishing and implement plans, events, researching and organizing the sponsor
activities and customer conference, working with the press agencies to advertise...
Group Postage - Services are responsible for coordinating with other departments
build medium and long-term business plan, and proposed research postage plan....
Creative Group is responsible for designing the communication messages on the
media, watch for progress of job and payment of the contract, the advertising-related
packages and value-added services, collaboration of designing website...
Manager of this department manage and guide directly the activities of
Communication and Postage - Services the group, also deputy manager is responsible to
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manage creative team. Thus, the division of work has specified definitely duties of each
employee in the department.
+Planning Sales Department.
The planning and implementation of the sales are split into a separate department to
quickly provide material products to customers through the distribution channel. Planning
Sales Department is responsible to build the distribution system to meet the demand for
the product, and resolve the conflicts which takes place in the channel, develop
horizontal, vertical channel to suit the size and coverage of the market, look for
intermediaries involved in the distribution channel and manage the flow in the channel.
+ Customer Care Department.
As the service element of the variable product, this department was established to
ensure the company's customers are cared carefully: answer customers questions and
complaints, gather information from them. Specific tasks are followed:
Management of subscribers.
After subscribers services in the company.
Proposeing new services.
Connecting and disconnecting subscribers.
Managing customers records.
Replying customers complaints.
Repairing and giving a warranty to terminal equipment, simcard ..
2. Socially responsible Marketing
2.1 Ethics
2.2 Environment
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Subject: Marketing Management

2.3 Legal
2.4 Community
Besides the business development, participation in social activities is the goal of
MobiFone. MobiFone has joined so many charitable programs and community activities
for the recent 20 years especially programs to support and care for orphans, disabilities
people, Agent Orange Victims, the gift of life program for the poor patients ... towards
a community of happiness and prosperity.
to Japan", to help Japanese people during the tsunami in this country in 2009.
In 2009, Mobifone implemented the program Operation Smile which was marked
with the cooperation between MobiFone and one of 200 non-governmental organizations,
for the goal of bringing bright smiles on the faces of the children and unlucky families in
Vietnam. In addition, MobiFone is the only mobile network which introduced free SMS
and calls to Japan "Closer to Japan", to help Japanese people during the tsunami in this
country in 2009.
For the poor, MobiFone has organized program to auction Sim to build a house for
people who are in danger by the flood disaster. In addition, Mobifone had participated
program "One Heart - One World" for 10 years with Invalids and Social Affairs, Disabled
and Orphans sponsoring Centre raised hundreds of billion for the poor, the disabled,
orphans ... For talented pupils, MobiFone gave scholarships for them to encourage young
talent, ...
The company also launched the program "Together with MobiFone connection
loving arms" to raise funds, clothing items, school supplies ... to give orphan in Charity
Center of Hanoi and some neighboring provinces.
3. Integrated Marketing
3.1 Product and service: including products (equipments: USB 3G and cell phone) and
services
Service are divided into two group of customers: personal and business
3.1.1 Personal product and service
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Currently, MobiFone are exploiting in the first 4 numbers is 090; 093; 0122 and 0126
many packages with different target customers. Each package aims at certain
customers with the different pricing and services policies.
- For customers who prefer talk: MobiGold, MobiCard and MobiZone
+ MobiGold is prepaid packages which are developed based on the needs of target
customers are business people in urban areas. As a postpaid package, the customer
will pay the expenses incurred by each month and at the end of each month. By using
this service customers will receive the benefits:
Easy to pay: customers ask for at-door bill collection, ATM by Vietcombank and/or walk
in MobiFone shops.
Customers care service: dial 9393 for 24 hour support service.
More utilities services free.
Happy birthday: MobiGold customers will get presents on their birthdays.
Special customers: MobiFone will present special customers who are big users to
MobiFone periodically.
Loyalty Program: applicable for program members which is based on monthly bill and
bonus point collected during their usage for awards. The starting point for bonus is
300 points.
+ MobiCard is a prepaid package and also the mobile service which easily helps
customers connects to MobiFone operator. MobiCard is the best way to connect
mobile communications. This package is not calculated monthly subscription fee,
subscription date mainly for customers with high income and their main needs is
conversation

Individual Assignment

Subject: Marketing Management

+ MobiZone: is for who rarely remove and mainly remove in the local area. This package
is no roaming charges, no subscription fee with the cheap fee (880VND/minute) for
the same mobile network from the registered area. (Apply in 62 provinces except for
HCM city).
- For customers who prefer text messages: MobiQ package
Target customers:

Customers need more text messages

Long time validity

+ MobiQ: A postpaid package. This package is not calculated monthly subscription fee,
roaming charges. Designed to meet the needs of customers using mobile
communication services primarily for messaging and receive calls, contacting for a
long time.
In addition, Mobifone also supplies many other packages for different customer
group. For instance:
+ For youngsters: Q-263 (Youth officers), Q-student (Students), Q-Teen (Pupils), Q-Kids
(Kids).
+ For those who prefer data: Basic Fast Connect plan, Offers to journalist, Teenagers and
for those who have devices).
+ For group: for friends Mfriends, For family Mhome
+For foreigners: Happy Tourist
- Additional products.
Additional products are the value added services that Mobifone provides based
current technology-systems. The value-added services can be divided into two types:
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value-added services with content (the company must provide the content and transfer to
subscribers) and value added services which are no content (GMS technology gives itself
to subscribers or transferred content is given by subscribers. Mobifone is successful in
offering variety additional services which satisfy customers by giving many
entertainments. It is clearly that Mobifone has kept up with general trend when people
need more means to enrich their modern lives. Mobifone has understood these things and
offers many extra services, not just calling and messaging service: These are:
- Mobile Internet: MI plans, Opera Mini plans, Blackberry plans
- Music: EmotionalFunRing, Funring, creative funring, mMusic, Music World, Music
Talk, mRing
- Video: Mobile TV, Mobiclip, mFilm, MediaCall, VideoCall
- Game: mGame, vGame, Wegames
- Entertainment: East Sea Package, mFun, FunFootball, Golden Health, Live Info, Voice
Chat, Weather Info, magic call, Super Sim
- Utilities: mKids, Missed Call Alert, Call Me, mStatus, eSchool, eStatus, FoneBackup,
Call Barring, Call Forward, Call Busy, Conference Call
- Messaging: SMS Barring, SMS Plus, Color SMS, Voice SMS, MMS, Fast Mall
- Education: mFunKid, mStudy, FunClass
- Roaming Service: Direct Call IDD and Call 171/1717, Global Saving
- International Roaming: Postpaid, Prepaid, In-flight roaming and on-ship roaming,
Callback Service
- Consulting Register/Cancel the service: guidance for 3G setting, guidance for use of
BlackBerry models, Guidance for Email settings
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Subject: Marketing Management

- Other services: 6/7/8xxx and 9xxx

3.1.2 Product and Services for Business Customer
The Company offers some common services for business such as: M business
policies, Connecting Service, special solutions: Finance Accounting, electricity,
transportation and integrated solutions such as: EasyMail and BlackBerry Those
services help the enterprises enhance customer care service by using the messaging or
sending mails to partners more easily
3.2 Price policy
3.3 Distribution channel
The company has an extensive distribution network throughout the country, enough to
cover the market, the choice of members to participate in the distribution system is
selected carefully based on their qualification
VMS developed distribution channels according to two directions: online stores under the
management of the company and vertical Marketing System (VMS).
A vertical marketing system (VMS) refers to a channel of distribution in which there is
formal cooperation among members at the manufacturing, wholesaling, and retailing
levels. Unlike a conventional marketing system, where each channel member is an
independent business that competes for their own profits, the VMS channel members act
as a unified system. (Marketing binder). There are two types of vertical marketing
system: the corporate VMS and the contractual VMS. In this case, Mobifone has applied
the contractual VMS which A contractual VMS would include a franchise relationship
between a franchise store and the corporate office or producer. The producer likenesses a
wholesaler to distribute its products.
+ VMSs stores: are managed by mobile information centers, the salesperson at the
store are managed by VMS. In addition, VMSs stores also are functioned as the local
representations of VMS, collect market information, proposals and suggest solutions...
The stores are decorated in a certain standard, create a separate space sales without
competing with other products.
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Subject: Marketing Management

+ Main agents: are external meditations which are selected by mobile information
centers based on the criteria of VMS and then signing the contract. These are distribution
centers which play the role of distributing scratch cards of Mobiphone, the agents are not
allowed to distribute the prepaid package and postpaid contract. This means they have no
role in the development of subscribers. The main agents of VMS are legal organization in
Vietnamese market, signing a contract in the form of company. Each purchase must be
over 2 billion VND and not based on the area. This is the main distribution accounts for
80% -90% of sales scratch cards of Mobifone. Main agents have right to receive the
products at the information centers or the stores of Mobifone and then sell to agents.
+ Agents: to be allowed in distribution, these organizations have to adapt some.
3.4 Integrated Marketing communications
3.4.1. Promotional activities
In recent years, VMS has gradually modernizing the region coverage, improve the
quality of the network, to deploy new services. To support the development and increase
the number of subscribers, the company is paying importance to promotional activities for
subscribers, potential customers of
The company has enough information about the types of services convenient to use for
their information needs. Advertising and promotion of new products high technical
quality of the company VMS with Mobi Fone icon. Promotional activities for the services
being applied in the Company VMS be implemented in various forms and media
combinations in each period and period specific. The promotional activities have been
The company made.
a) Newspaper advertising
New Hanoi, Labor Market Prices, Business, Saigon Award reporter, VN News, Trade,
Sports ... and the local newspaper where

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Subject: Marketing Management

Thematic graduation coverage of the company and the foreign press: UK, France, China.
Business charge for newspaper advertising is 6.831,525.000 e.
b) In the document, print advertising gifts.
- Brochure coverage, brochures Mobi Fone service, price charges, guide service use
voicemail, fax and data transmission, flag advertising, bags for customers, posters,
signs ... Mobi Fone agent.
Funding for this printer is: 4,003,200.000d.
c) Maintain and refresh billboard
In Ho Chi Minh City 2 sea:
- Sea in the airport lounge.
- Sea of TP.
In Hanoi 2 sea:
- Sea of TP
- Sea in the airport lounge.
In Danang 2 sea.
- Sea of TP
- Sea in the airport lounge.
There are also signs in the area of Quang Ninh, Hai Phong Nha
Trang, Can Tho, Mong Cai.
The costs of maintaining and refreshing billboard is 1.505.000.000d.
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d) Advertisements on TV
In 2001, the Company undertook the construction promotions for new services such as W
@ P service is performed on television as TV Tw, VTV 1, VTV3, HTV and the local TV
station where coverage to live. Advertise on W @ P services aimed at further information
and persuade customers to use the service. Advertise highlight special focus usability and
economic efficiency of the service "W @ P allows you to access Internet by mobile
phone, send and receive email using mobile phones "message is sent to the customer for
this service. Funding is 4,002,043.000 e ad. In addition, the company advertising on
vehicles such as taxis and 777, Taxi 333 (referred to as 777 or 333 car Taxi) and press 320
to contact the airline VN Airlines at any place Where in the coverage of Mobi Fone.
II.3.4.2. Public relations.
Thematic graduation Production and business activities in the fiercely competitive
environment becoming more intense, to create and position the product as well as image
and reputation of the company in the minds of the customers, the company is focused on
the construction and development of public relations as:
* Organize Customer Conference.
On 04/21/2000 at Melia Hanoi, mobile communication company conference held Mobi
Fone customers in the North. To attend Meeting with company representatives and 80
customers using the service. Customer has been invited to give comments on the
operation of the service provider. The company in recent years. At the conference, VMS
announced to customers issued new rates effective from 05.01.2000 on payment of
renewal fees and charges information about coverage, international roaming services
MobiFone. Through the Conference of customers have contributed ideas about the
network MobiFone mobile communication difficulties in the use of servicesto help
MobiFone increasingly complete. Customers and companies together each table the
proposed plan, action plan in time to follow principle of effective customer the highest
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Subject: Marketing Management

purpose. After all, the core company of the activities necessary to achieve organizational
meeting was to give needs of customer and think freely arise. The next step is how to
respond adequately to that need.
* The active communication with customers.
The company has implemented measures such as customer care contact
meet with customers to capture, collect information on the supply
services as well as other needs of the customers.
+ Mobi Fone achievements exhibition introduces the representative office water
outside Hanoi.
+ Mobi Fone participate in Hue Festival 2000
+ Special night of music celebrating 7 years of establishment of VMS.
+ "Strange story VN" VMS sponsored by the Labor newspaper.
* The social activities such as:
Help the people in the disaster area, flood Mobi Fone help bring smiles to children with
deformities Vietnam ...In recent years the company has used some form of order
sales promotion as:
- Giving gifts to celebrate the big day, discounts for customers purchasing one of the full
Mobi Fone package, Tet ... according to the usage of customer service.
- Gifts for the occasion VMS customers who turns 8 years old.
II.3.4.3. Buy direct management (marketing).
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Subject: Marketing Management

Direct sales activities of VMS is dedicated team should

The company has invested heavily in the training of staff to enhance and promote up the
sales marketing to individual agencies, enterprises and individuals the potential
customers. In addition to the travel time for the direct marketing of subjects that need to
use the service, the team also conducted bhtt mail greeting goods, promotional letters and
letters of recommendation to the new coverage for potential customers in areas under their
charge.

REFERENCE LIST

VMS

Mobile communication
centers (I, II, II, IV, V)

Main agent

Branches

Agents

Mobifones stores

Retailers

Direct selling

Customers

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