To start the research, there are two research questions that help the researcher broaden the content of the topic.
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INTRODUCTION
The research topic is improving the promotion of Q Student, a product of MobiFone
Company through offering various benefits to different groups of customers.
The reason for the interest in this topic is from the researcher’s situation. Like
almost students in Vietnam, the researcher is very happy when three mobile
operators (Viettel, MobiFone, and Vinaphone) launch a new product which is
designed for only students with a lot of benefits. MobiFone is the provider which
offers more benefits than the two others. However, I feel dissatisfied when I can not
take full advantage of all benefits which this provider offers. For example, I use a
normal mobile phone which only has the basic functions like calling and answering,
sending and receiving messages; so I can not spend 35 free megabytes monthly
using GPRS. I had a question: why I can not receive other benefits such as some
free calling minutes? That is the original idea for my research.
To start the research, there are two research questions that help the researcher
broaden the content of the topic. They include: 1) how many groups are there
among students according to their personal factors relating to using mobile? , 2)
which kinds of promotion should we apply to different groups?
One of the methodologies of this research is analyzing. Through observing the
packages of some mobile operators, the researcher draws some strengths,
weaknesses, and challenges that Q Student has and faces with. As a result, the
researcher can suggest some recommendations to make the product better.
Questionnaire is the second methodology. 200 students at National Economics
University and Hanoi University of Technology were asked to fill out the form. The
result of the survey provides findings on consumer behavior and characteristics on
using mobiles.
The researcher also interviewed 30 students among 200 students above. From their
answers, there was information about their feelings on Q Student and their
recommendations to improve the product.
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CHAPTER ONE
INTRODUCTION OF MOBIFONE COMPANY
WITH THE ISSUES RELATED TO THE
RESEARCH TOPIC
1. Introduction of the company
Official name Vietnam Mobile Telecom Service Company
Short name VMS
Official 216 Tran Duy Hung street, Hanoi, Vietnam
address
Website http://www.mobifone.com.vn
Telecom 84 - 4 -38649533
Fax 84 - 4- 38649534
Vietnam Mobile Telecom Services Company – VMS, a state-owned company under
Vietnam Posts and Telecommunications Corporation, was founded in April 16th
1993, VMS has become the first GMS 900/1800 mobile telephony services provider
in the brand name MobiFone, marking the beginning momentum of the mobile
telephony industry in Vietnam. MobiFone specializes in building, developing
network and providing mobile telephony.
Currently, Vietnam Mobile Telecom Services Company has five Mobile Telecom
Services Centers and one Design Factory. Head office is located in Hanoi City.
Mobile Telecom Services Centre I located in Hanoi City, in charge of operating and
doing business in the North. (North areas to Ha Tinh province). Address: 811A Giai
Phong Road, Hoang Mai District, Hanoi City. Mobile Telecom Services Center II,
located in HoChiMinh City, in charge of operating and doing business in the South
(Ninh Thuan province to the Eastern areas and Ho Chi Minh City).Address: MM18
Truong Son Road, Ward 14, District 10, Ho Chi Minh City. Mobile Telecom
Services Center III, located in DaNang City, in charge of operating and doing
business in the Central and Highlands (Quang Binh province to Khanh Hoa and Dac
Lak province).Address: 263 Nguyen Van Linh Road, Da Nang City. Mobile
Telecom Services Center IV, located in CanTho City, in charge of operating and
doing business in ten provinces in the Mekong Delta. Address: No.6, Hoa Binh
Avenue, An Cu Ward, Ninh Kieu District, Can Tho City. Mobile Telecom Services
Center V, located in Hai Phong City, in charge of operating and doing business in
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14 Northern provinces and cities. Address: No.8, Lot 28, Le Hong Phong Str, Hai
Phong City. Value Added Services Center was established in October 6th 2008, its
headquarter is located in Hanoi City specialized in developing, managing and doing
business of value added services on GSM (including short message, short message
based services, GPRS based services, 3G services and national and international
roaming services).
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Chart-1: Structural organization of Vietnam Mobile Telecom Services
Company
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The company has six main kinds of products (these products can be called
packages). They are mobigold, mobicard, mobi4U, mobiQ, mobi365, mobizone.
Each product is designed for one group of target customers which are suitable for
customers’ needs, wants and demands. Mobigold service offers perfect voice
quality, wide coverage, and more value-added services. Customers will enjoy more
in daily life. This product is after-paid package. Customers just present the ID, pay
activation fee (99.000 VND/ subscription) and pay the subscription fee (49.000
VND per month). Then they can get a lot of benefits such as easy to pay bill,
national customer care 24 hours/ day, and enjoy some of utilities services free. With
Mobicard, customers can connect in the quickest way because it offers customers
such a high quality of MobiFone network at a very short time. Mobi4U connects U
with friends, family and places at any time. No limit to whom and what you can
connect to. It also offers a wide range of attractie services for you. MoiQ is for two
kinds of customers: student and teenager with two packages Q Student and Q Teen.
This is new type of call package with a lot of benefits for customers. With
Mobi365, customers can have chances of calling with economical charges. They
only pay 200 VND for the the ten seconds. MobiZone is the newest package
designed for customers who want to call mainly within a zone.
The company has received a lot of awards since 2005:
Awards in 2005
- “The best mobile telephony operator in 2005” voted by E-Chip Mobile
Magazine
- “Strong Brand 2005” voted by Vietnam Economic Newspaper.
Awards in 2006
- “The most favourite operator 2006” and “The best customer care
operator 2006” voted by E-Chip Mobile Magazine under the Vietnam Mobile
Awards chain
- “The famous brand 2006” voted by Vietnam Chamber of Commerce
and Industry
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- “Ranked 1st among TOP 10 strong and potential brand of Vietnamese
economy” voted by Le Courierr du Vietnam newspaper on the occasion of APEC
Summit 2006
Awards in 2007
- “The most favorite mobile telephony operator 2007” voted by E-Chip
Mobile Magazine - Vietnam Mobile Awards
- Ranked TOP 20 among 200 biggest businesses in Vietnam by UNDP
- TOP 10 “Strong Brand” in 2006 - 2007 voted by Vietnam Economic
Newspaper
Awards in 2008
- “The excellent ICT business in 2008” voted by PC World’s readers
- “The best quality service provider in 2008” voted by Saigon Tiep Thi
Newspaper
- “The most favorite mobile operator in 2008”; “The best customer care
operator in 2008” voted by Vietnamnet cyber newspaper and E-Chip Mobile
Magazine
- “The excellent mobile operator” granted by Vietnam Ministry of
Information and Communications at Vietnam ICT Awards 2008
- “The best customer care operator in 2008” granted by Vietnam
Ministry of Information and Communications at Vietnam ICT Awards 2008
Awards in 2009
- “The most favorite mobile telephony operator 2009” voted by Vietnam
Mobile Awards
- “The best customer care operator in 2009” granted by Vietnam Ministry of
Information and Communications at Vietnam ICT Awards 2009
The company has developed its market share through the growing number of
subscribers during years. The chart-1 below shows the number of subscriber from
1993 to 2010 (planing). According to the chart, there is a great increase in the
subscribers. Starting with only below 2.000.000 customers at 2002, the number was
11.000.000 in 2007.
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Chart-2: Subscription Growth from 1993 to 2010
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Chart-3: Market share – Quarter I 2009
From the chart-3, MobiFone is the provider who gets the largest market share with
41%. That can be explained for some reasons. The contingent of 3000 MobiFone
staff in ready to effectively meet every demand of customers. MobiFone is the first
and exclusive mobile telephony services provider in Vietnam which is selected as of
the best mobile operator in three consecutive years (from 2005-2008) in the
Vietnam Mobile Awards Ceremony organized by E-chip Mobile Magazine,
Especially in 2009, MobiFone was honored to receive the Excellent Operator 2008
granted by Vietnam Ministry of Information and Communications.
2. Introduction of the research topic
2.1 General information about the product Q student
Q Student is a call package designed for only students at all universities, colleges,
and training schools in Vietnam with a lot of special features. This new package
was introduced on 25th August 2009 after Viettel Telecom (1st June 2009) and
before Vinaphone (1st September 2009). Q Student was developed from package
MobiQ which was for all young customers. This package is only valuable for
student time. After that, customers’ packages would be changed to MobiQ
Benefits and regulations
* Benefits
Charges:
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Customers will receive VND 25000 monthly during the effective time of the
subscription. If customers do not use all, they can keep extra money until the next
month.
Mobile Internet service
Customer will receive 35 MB using internet free during the effective time of the
subscription. If customers do not use all, they can keep free megabyte until the next
month.
Multimedia message service
Customers will receive 25 free MMS during the effective time of the subscription
including messages with texts or with pictures or sounds. If customers do not use
all, they can not keep free messages until the next month.
* Regulations
Validity days will be 92 for Q Student.
It remains 92 days since customer makes an outgoing call. If customer makes an
outgoing call while a validity day is more than 92, it will be remained. Time out,
customer will get 10 days additional for incoming calls and top-ups. Out of date,
customers' calls will be barred.
Disconnection validity day is 92. Out of date without any top-ups, the subscription
number will be discharged.
Validity days will be added in every top-up.
Tariffs
Table-1 Tariffs of Q Student
L Type Rate (VAT
ist included)
1 Domestic calls
a Intra network VND
) 1.380/minute
First 6 second VND 138
bloc
Subsequent 1 VND 23
second
b Other VND
) operators 1.580/minute
First 6 second VND 158
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bloc
Subsequent 1 VND 26,33
second
c Group calls VND
) 830/minute
First 6 second VND 83
bloc
Subsequent 1 13,83
second
3 Short
messages
a Intra network VND 99/SMS
)
b Other VND 250/SMS
) operators
(Source: www.mobifone.com.vn)
2.2. Introduction of the research topic
Q Student is really a good package for students. It is the first time Vietnamese
students have such many benefits. Mobifone and two other big operators in
Vietnam, Viettel and Vinaphone have this special package designed for students.
They are “I am student” of Viettel and “Talk student” of Vinaphone. Without
mentioning other features, we just focus on benefits students receive from these
operators and then analyze them.
Table-2 Benefits offered by three operators
Viettel MobiFone Vinaphone
(1st Jun e 2009) (25th August 2009) (1st September
Operators 2009)
Benefits
Extra charge VND 25000 VND 25000 VND 30000
Free Internet Mobile 30 MB 35MB 30MB
service
Free Multimedia 25 MMS 25 MMS
message service
50 % off to 5 VND 840/minute to
Group call registered intra 5 registered intra
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network numbers network numbers.
From the figures, we can see that there is no much difference among benefits which
three operators offer to students. To contact with a fixed number, customers only
choose one package from one mobile operator. There is still case when customers
have more than one mobile phone. Whenever it is, they still need one fixed package
to use. That is the chance for MobiFone to make their product different and keep
students as regular customers through particular products. However, MobiFone has
not attracted the whole group of students. MobiFone’s promotion has not effective
in order to satisfy the whole group of customers’ needs wants and demands.
MobiFone has not understood clearly different characteristics of different groups of
students. Thefore, this research is carried out in order to improve the promotion of
Q Student through offering various benefits to different groups of students.
The starting point for this research is the two research questions: the first one is how
many groups are there among students according to their personal factors relating to
using mobile? , and which kinds of promotion should we apply to different groups?
To answer these questions, there was a survey among 200 students at National
Economics University and Hanoi University of Technology. They were asked about
their behavior and demands on using mobile. The scope of this survey is 200 first
year and second year students at two universities. These two universities are near
together, so it is easy for the researcher to implement the survey. In addition, they
are students major in two fields: economics and techonoly, so they can help the
sesearcher a lot in having more ideas for the research. Along with delivering the
questionnaire for students to fill out, the researcher also interviewed 30 students
among 200 students above. From their answers, there was information about their
feelings on Q Student and their recommendations to improve the product. The other
methodology of this research is analyzing. Through observing the packages of some
mobile operators, the researcher draws some strengths, weaknesses, and challenges
that Q Student has and faces with. As a result, the researcher can suggest some
recommendations to make the product better.
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CHAPTER TWO
THEORETICAL FRAMEWORK
To understand different factors that affect consumer behavior, we first identify
consumer needs, wants, and demands. The reason for studying different factors is to
satisfy customers better through understanding their needs, wants and demands.
Needs, wants, and demands are all the core concept of marketing.
According to Philip Kotler in the book named “Principles of Marketing” (1996)1,
“Human needs are states of felt deprivation”. When you are hungry, you need to
eat. However, when you are sad, you need to someone to share your sadness, for
example. Different people have different kinds of needs. When you can not obtain
your need, you will try your best to have it. People in different situations have their
own needs. Also in this book, Philip Kotler wrote that “Wants are the form taken by
human needs as they are shaped by culture and individual personality”. In this
concept, there is the appearance of culture and individual personality. When we talk
about culture, we think of the differences between countries or even areas in the
country. For example, Vietnamese people living in the south like to eat fried
chicken with sweat favor while people in the north want salty favor. That is the
difference in culture between two areas in a country. Another concept that Philip
Kotler introduced in this book is “demands”. He presented that “When backed by
buying power, wants become demands”. Although you want to have a luxurious car
or a modern laptop, but if you do not afford them, you can not obtain your
demands.When studying marketing subject, the researcher found intertesting
information about the customer needs, wants, and demands at the website
http://www.estateofflux.com. The writer of this article showed the types of needs and
demand which are listed by Kotler, Keller and Burton.
“1) Stated needs
A customer wants an inexpensive car
2) Real needs
The customer wants a car whose operating cost, not initial price is low.
1
The main references of this part are from the book “Principles of Marketing” by Philip Kotler and Gary
Armstrong, seventh editiion, published by Prentice Hall, Englewood Cliffs, New Jersey 07632. Therefore,
when the researcher mentions the writer Philip Kotler, it means the information is from this book in the part
“what is marketing” (page 7), and characteristics affecting consumer behavior ( page 144-154).
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3) Unstated needs
The customer expects great service from the car salesman.
4) Delight needs
The customer would like the dealer to include a GPS.
5) Secret needs
The customer wants friends to see her as a savvy consumer.”
And then the eight types of demands
“1) Negative demand
Consumers dislike the product and may even pay a price to avoid it.
2) Nonexistent demand
Consumers may be unaware of uninterested in the product.
3) Latent demand
Consumers may share a strong need that cannot be satisfied for an existing product.
4) Declining demand
Consumers begin to buy the product less frequently or not at all.
5) Irregular demand
Consumers purchases vary on a seasonal, monthly, weekly, daily or even hourly basis.
6) Full demand
Consumers are adequately buying all products put into the marketplace.
7) Overfull demand
More consumers would like to buy the product than can be satisfied.”
This list helps producers a lot in developing the suitable products for different
needs, wants and demands of customers. Therefore, the task of marketers is very
important. They have to spend a lot of time learning about and understanding
customers’ needs, wants and demands. They must do some methods like conducting
consumer research, focus groups, and customer clinics. They analyze customer
complaint, inquiry, warranty, and service data. They observe customers using their
own and competing products, and interview them in depth about their likes and
dislikes. In short, understanding customer needs, wants, and demands in detail
provides important input for designing marketing strategies.
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“A focus group is a form of qualitative research in which a group of people are asked
about their perceptions, opinions, beliefs and attitudes towards a product, service,
concept, advertisement, idea, or packaging2.”
Among methods to tunderstand customers’ needs, wants, and demands, we can tell
the “focus group”. One of the benefits of group discussion is:
“Group discussion produces data and insights that would be less accessible without
interaction found in a group setting—listening to others‟ verbalized experiences stimulates
memories, ideas, and experiences in participants. This is also known as the group effect
where group members engage in “a kind of „chaining‟ or „cascading‟ effect; talk links to,
or tumbles out of, the topics and expressions preceding it” (Lindlof & Taylor, 2002,
p. 182).”
After understanding customers’ needs, wants, and demands, this part will give
characteristics influencing consumer behavior. “Consumer behaviour is the study of
when, why, how, and where people do or do not buy product”, footnote number
one. Consumer behaivor relates to buying behavior. That is the decision process for
consumers to buy a product. Decision process includes problem recognition,
information search, and evaluation of alternatives, purchase decision, purchase, and
post-purchase evaluation.
It is also useful to know customers’ demands. According to Philip Kotler, there are
four main factors. They are cultural factors, social factors, personal factors, and
psychological factors. Philip Kotler summerised these factors in the following
figure:
2
Henderson, Naomi R. (2009). Managing Moderator Stress: Take a Deep Breath. You Can Do This!.
Marketing Research, Vol. 21 Issue 1, p28-29.
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Cultural
Social
Culture Personal
Age and lifecycle Psychological
Reference Motivation
groups stage
Subculture Occupation Perception
Economic situation Learning
Family Beliefs and
Lifestyle
Social class Personality and Attitudes
Roles and status
Self-concept
Figure-1 Factors influencing consumer behavior
People buy products from different brands to satisfy their needs. The way customers
decide to purchase depends on these factors above. Each factor plays an important
role in creating different styles among groups of customers, or even individuals.
Therefore, marketers not only know about these factors, but also take them into
account.
According to Philip Kotler in the book “Principles of Marketing” (1996), “cultural
factors exert the broadest influence and deepest influence on consumer behavior.
The marketer needs to understand the role played by the buyers‟s culture,
subculture, and social class”. This factor seems to not affect in this research
because the scope of this research is students in the same country as well as they are
one kind of tarket customers which the company have their ideas of clasifying. The
personal factors are relating to the research topic because of the similiarity in
analyzing and styding. According to this figure, there are six small groups in
personal factors: age and lifecycle stage, occupation, economic situation, lifestyle,
personality and self-concept.
Starting with age and life cycle stage, Philip Kotler wrote that: “people change the
goods and services they buy over their lifetimes”. “Taste in food. Clothes, furniture,
and recreation are often age related”. Buying is also shaped by the stage of family
life cycle. Traditional family life cycle stages include young singles and married
couples with children. Sony recently overhauled its marketing approach in order to
target products services to consumers based on their life stages. From the writer’s
idea, we can summerise these sub-factors to understand more how they affect
consumers in buying decision. Occupation: a consumer’s occupation affects the
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goods and services bought. Blue collar workers tend to buy more rugged work
clothes, whereas executives buy more business suits. Economic situation: A
consumer’s economic situation will affect product choice. If economic indicator
point to recession, marketers can take steps to redesign, reposition, and reprice their
products closely. Lifestyle: people coming from the same subculture, social class,
and occupation may have quite different lifestyles. Lifestyle is a consumer’s pattern
of living as expressed in his or her psychographics. It involves consumer’s
activities, interest and opinions. When used carefully, the lifestyle concept can help
the marketer changing consumer values and how they affect buying behavior.
Personality and self concept: each consumer’s distinct personality influences his or
her buying behavior. Personality refers to the unique psychological characteristics
that lead to relatively consistent and lasting response to one’s own environment. For
example, coffee marketer have discovered that heavy coffee drinker tend to be high
on sociability. Thus Starbucks and other coffee houses create environments in
which people can relax and socialize over a cup of steaming coffee.
We can now appreciate the many forces acting on consumer behavior. The
consumer’s choice results from the complex interplay of cultural, social, personal,
and psychological factors. Although many of these factors cannot be influenced by
the marketers, they can be useful in identifying interested buyers and in shaping
products and appeals to serve consume needs better.
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CHAPTER THREE
FINDINGS ON CHARACTERISTICS AND
DEMANDS OF THE STUDENTS ABOUT Q
STUDENT
1. General analysis
1.1 Some features that Q Student are good at understanding students’
characteristics
MobiFone offered the largest number of Student Sims (375000 cards) at 300
universities, colleges, and training schools in the school year 2009-2010. This large
number of Sims enables more students to have chance to use mobile phones easily
and cheaply.
MobiFone seems to understands students’ characteristics rather well when this
operator costs students only VND 99 per one intra network message. It is a fact that
to save money, students are people who usually send messages to their relatives and
friends. That is the cheapest way as well as the way to show their different styles.
With this method, Q Student is considered to be the hottest package for students by
a lot of students.
Students are people who always concern charges. Knowing this characteristic,
MobiFone provides students a new benefit-group call. Students register five
mobiFone numbers and then they can call these numbers with cheap fees (only
VND 840 per minute). This company makes students feel more comfortable when
they use this special benefit.
MobiFone also understands the new trend among students. That is the new
generation of students seem to use more modern kinds of mobiles. Besides offering
35 free megabyte to use GPRS monthly, this operator provides students 25
multimedia messages. Thanks to this, active and modern students can send
messages with interesting pictures, special sounds to their friends. Students freely
express their own styles.
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In addition to good features of benefits that Q Student bring about, MobiFone has
been the very good mobile operator when it has been voted for years as the best
quality service provider or the most favorite mobile operator. These features help
students believe more in selecting the mobile operator.
1.2 Some weaknesses MobiFone has when offering promotion with the
package Q Student
Firstly, when MobiFone gave this new package, their advertising campaign was not
strong enough that many students had not known about it. When asked about this,
51 out of 100 first year students at Foreign Trade University and National
Economics university said that they knew about this new package one or two
months after it started.
Staffs that are responsible for doing this task are not really helpful. Most students
felt uncomfortable when they worked with these staffs. Some students complained
that they had to wait for a long time to register while some staffs talked with their
co-workers and did nothing. They did not really show their respect to customers.
There were only a few people replying hundreds of students.
Benefits that the company offers students monthly are not effective. Many students
do not have chance to use modern mobiles to use GPRS or send multimedia
messages. They have other demands like talking for long hours or sending more
short messages. The company has not care much about student’s needs, wants, and
demands when providing benefits monthly. Students account for a large number of
customers who are not only students for long time but become business men, staffs
or even leader in the future. Therefore, grouping students is a necessary task to
provide suitable promotion programs monthly.
1.3 Opportunities the company can get through developing Q Student
The first thing that is the company can get the larger market share. We can use the
figure of the year 2008 to analyze. According to General Statistics Office, the
number of students at universities, and colleges, were 1675700 (that number did not
include students at training schools) whereas the number of subscribers at
MobiFone company was 21000000. Moreover, more and more students are using
mobile phones. In recent years, the prices of mobile phones have been reducing.
The needs of using mobiles to contact are increasing. These prove that students
account for the large number of customers in telecommunication market. If
MobiFone can attract this group of customers, they can develop more their market
share.
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Secondly, improving Q Student is a good opportunity for MobiFone to advertise
their brand name. Students are people who have much time and knowledge to study
products before deciding to buy them. Once MobiFone shows its impression on
students’ minds, it will be interested in by following generations as well as other
group of customers. As a result, MobiFone can confirm their brand to compete well
with other mobile providers.
The next opportunity can be called “good effect”. If Q Student can satisfy students,
it will be a good starting point for company to improve more.
1.4 Challenges MobiFone has to face when it provides a new student
package
1.4.1 Challenges from the two other operators providing the same
student package
As mention before, a long with MobiFone the two other mobile operators Viettel
with “I am student”, and Vinaphone with “Talk student”, MobiFone face with a lot
of challenges. Now, let look at again the table comparing the benefits that three big
mobile operators provide students.
Viettel MobiFone Vinaphone
Operators (1st June (25th August (1st September
2009) 2009) 2009)
Benefits
Extra charge VND 25000 VND 25000 VND 30000
Free Internet 30 MB 35MB 30MB
Mobile service
Free Multimedia 25 MMS 25 MMS
message service
50 % off to 5 VND 840/minute
Group call registered intra to 5 registered
network intra network
numbers numbers.
The first challenge is that Viettel is the first operator which offers this new student
package. It started on 1st June 2009 while Q Student began more than two months
later on 25th August 2009. Being the first mover, Viettel has more advantages when
accessing the market earlier. To be the second operator providing the student
package, MobiFone has to think of strategies which need to attract student more and
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make them become the regular customers. It is difficult for MobiFone when
customers do not want to change their existing numbers because not many students
have more than one mobile and it will take a long time to inform their friends and
relatives the new numbers.
Vinaphone is the latest mobile operator providing student package until now.
However, this provider has some interesting benefits such as it offers students more
money than the two other operators above. While MobiFone offers VND 25000,
Vianphone provides VND 30000. Most students like having more money to do
anything they like. Therefore, this benefit makes students feel more attractive.
1.4.2 Challenges from new mobile operators
Nowadays there are some new mobile providers in the market. These new mobile
providers are owned by foreign investors who have a lot of experience in the
telecommunication area and much capital.
Firstly, we can talk about Vietnammobile. By March 2009, The Company got GSM
liciense from goverment to provide GSM mobile services. Vietnamobile is the GSM
network brand that Hanoi Telecom and its partner Hutchison Telecom are
operating. The target of Hanoi Telecom is to become a leading telecommunications
service provider in Vietnam. This new brand name has attractive packages for
everyone and a lot of interesting promotion. Students can save a lot of money if
they use these packages. Moreover, this operator also provides interesting
promotion programs, especially the new one on 24th August 2009 named “Your
companion” on the occasion of students coming back to school. Students can use
VM24 nationwide with Ucard Starter Kit, enjoy special promotion for new
customers, receive additional premiums like bags, pen, notes...Beside; customer
will be received gifts if the customer buys Ucard Starter Kit at the POS mobility of
Vietnamobile. From seeing some features of VM24 package, we will know the
benefits customers get from this mobile provider:
Offer: Students can use VM24 nationwide with Ucard Starter Kit; Enjoy
special promotion for new customers; Additional premiums like bags, pen,
notes… (Customer will be received gifts if the customers buy Ucard Starter
Kit at the POS mobility of Vietnamobile)
Details: Activate Ucard Starter Kit in above period to get total 80K airtime
right after activation, in which 30K anynet, 50K for onnet: VM24 across the
nation. Plus 200% for next 3 top up minimum 50.000 VND + 60 extra active
days for each time.
INTRODUCTION
The research topic is improving the promotion of Q Student, a product of MobiFone
Company through offering various benefits to different groups of customers.
The reason for the interest in this topic is from the researcher’s situation. Like
almost students in Vietnam, the researcher is very happy when three mobile
operators (Viettel, MobiFone, and Vinaphone) launch a new product which is
designed for only students with a lot of benefits. MobiFone is the provider which
offers more benefits than the two others. However, I feel dissatisfied when I can not
take full advantage of all benefits which this provider offers. For example, I use a
normal mobile phone which only has the basic functions like calling and answering,
sending and receiving messages; so I can not spend 35 free megabytes monthly
using GPRS. I had a question: why I can not receive other benefits such as some
free calling minutes? That is the original idea for my research.
To start the research, there are two research questions that help the researcher
broaden the content of the topic. They include: 1) how many groups are there
among students according to their personal factors relating to using mobile? , 2)
which kinds of promotion should we apply to different groups?
One of the methodologies of this research is analyzing. Through observing the
packages of some mobile operators, the researcher draws some strengths,
weaknesses, and challenges that Q Student has and faces with. As a result, the
researcher can suggest some recommendations to make the product better.
Questionnaire is the second methodology. 200 students at National Economics
University and Hanoi University of Technology were asked to fill out the form. The
result of the survey provides findings on consumer behavior and characteristics on
using mobiles.
The researcher also interviewed 30 students among 200 students above. From their
answers, there was information about their feelings on Q Student and their
recommendations to improve the product.
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CHAPTER ONE
INTRODUCTION OF MOBIFONE COMPANY
WITH THE ISSUES RELATED TO THE
RESEARCH TOPIC
1. Introduction of the company
Official name Vietnam Mobile Telecom Service Company
Short name VMS
Official 216 Tran Duy Hung street, Hanoi, Vietnam
address
Website http://www.mobifone.com.vn
Telecom 84 - 4 -38649533
Fax 84 - 4- 38649534
Vietnam Mobile Telecom Services Company – VMS, a state-owned company under
Vietnam Posts and Telecommunications Corporation, was founded in April 16th
1993, VMS has become the first GMS 900/1800 mobile telephony services provider
in the brand name MobiFone, marking the beginning momentum of the mobile
telephony industry in Vietnam. MobiFone specializes in building, developing
network and providing mobile telephony.
Currently, Vietnam Mobile Telecom Services Company has five Mobile Telecom
Services Centers and one Design Factory. Head office is located in Hanoi City.
Mobile Telecom Services Centre I located in Hanoi City, in charge of operating and
doing business in the North. (North areas to Ha Tinh province). Address: 811A Giai
Phong Road, Hoang Mai District, Hanoi City. Mobile Telecom Services Center II,
located in HoChiMinh City, in charge of operating and doing business in the South
(Ninh Thuan province to the Eastern areas and Ho Chi Minh City).Address: MM18
Truong Son Road, Ward 14, District 10, Ho Chi Minh City. Mobile Telecom
Services Center III, located in DaNang City, in charge of operating and doing
business in the Central and Highlands (Quang Binh province to Khanh Hoa and Dac
Lak province).Address: 263 Nguyen Van Linh Road, Da Nang City. Mobile
Telecom Services Center IV, located in CanTho City, in charge of operating and
doing business in ten provinces in the Mekong Delta. Address: No.6, Hoa Binh
Avenue, An Cu Ward, Ninh Kieu District, Can Tho City. Mobile Telecom Services
Center V, located in Hai Phong City, in charge of operating and doing business in
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14 Northern provinces and cities. Address: No.8, Lot 28, Le Hong Phong Str, Hai
Phong City. Value Added Services Center was established in October 6th 2008, its
headquarter is located in Hanoi City specialized in developing, managing and doing
business of value added services on GSM (including short message, short message
based services, GPRS based services, 3G services and national and international
roaming services).
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Chart-1: Structural organization of Vietnam Mobile Telecom Services
Company
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The company has six main kinds of products (these products can be called
packages). They are mobigold, mobicard, mobi4U, mobiQ, mobi365, mobizone.
Each product is designed for one group of target customers which are suitable for
customers’ needs, wants and demands. Mobigold service offers perfect voice
quality, wide coverage, and more value-added services. Customers will enjoy more
in daily life. This product is after-paid package. Customers just present the ID, pay
activation fee (99.000 VND/ subscription) and pay the subscription fee (49.000
VND per month). Then they can get a lot of benefits such as easy to pay bill,
national customer care 24 hours/ day, and enjoy some of utilities services free. With
Mobicard, customers can connect in the quickest way because it offers customers
such a high quality of MobiFone network at a very short time. Mobi4U connects U
with friends, family and places at any time. No limit to whom and what you can
connect to. It also offers a wide range of attractie services for you. MoiQ is for two
kinds of customers: student and teenager with two packages Q Student and Q Teen.
This is new type of call package with a lot of benefits for customers. With
Mobi365, customers can have chances of calling with economical charges. They
only pay 200 VND for the the ten seconds. MobiZone is the newest package
designed for customers who want to call mainly within a zone.
The company has received a lot of awards since 2005:
Awards in 2005
- “The best mobile telephony operator in 2005” voted by E-Chip Mobile
Magazine
- “Strong Brand 2005” voted by Vietnam Economic Newspaper.
Awards in 2006
- “The most favourite operator 2006” and “The best customer care
operator 2006” voted by E-Chip Mobile Magazine under the Vietnam Mobile
Awards chain
- “The famous brand 2006” voted by Vietnam Chamber of Commerce
and Industry
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- “Ranked 1st among TOP 10 strong and potential brand of Vietnamese
economy” voted by Le Courierr du Vietnam newspaper on the occasion of APEC
Summit 2006
Awards in 2007
- “The most favorite mobile telephony operator 2007” voted by E-Chip
Mobile Magazine - Vietnam Mobile Awards
- Ranked TOP 20 among 200 biggest businesses in Vietnam by UNDP
- TOP 10 “Strong Brand” in 2006 - 2007 voted by Vietnam Economic
Newspaper
Awards in 2008
- “The excellent ICT business in 2008” voted by PC World’s readers
- “The best quality service provider in 2008” voted by Saigon Tiep Thi
Newspaper
- “The most favorite mobile operator in 2008”; “The best customer care
operator in 2008” voted by Vietnamnet cyber newspaper and E-Chip Mobile
Magazine
- “The excellent mobile operator” granted by Vietnam Ministry of
Information and Communications at Vietnam ICT Awards 2008
- “The best customer care operator in 2008” granted by Vietnam
Ministry of Information and Communications at Vietnam ICT Awards 2008
Awards in 2009
- “The most favorite mobile telephony operator 2009” voted by Vietnam
Mobile Awards
- “The best customer care operator in 2009” granted by Vietnam Ministry of
Information and Communications at Vietnam ICT Awards 2009
The company has developed its market share through the growing number of
subscribers during years. The chart-1 below shows the number of subscriber from
1993 to 2010 (planing). According to the chart, there is a great increase in the
subscribers. Starting with only below 2.000.000 customers at 2002, the number was
11.000.000 in 2007.
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Chart-2: Subscription Growth from 1993 to 2010
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Chart-3: Market share – Quarter I 2009
From the chart-3, MobiFone is the provider who gets the largest market share with
41%. That can be explained for some reasons. The contingent of 3000 MobiFone
staff in ready to effectively meet every demand of customers. MobiFone is the first
and exclusive mobile telephony services provider in Vietnam which is selected as of
the best mobile operator in three consecutive years (from 2005-2008) in the
Vietnam Mobile Awards Ceremony organized by E-chip Mobile Magazine,
Especially in 2009, MobiFone was honored to receive the Excellent Operator 2008
granted by Vietnam Ministry of Information and Communications.
2. Introduction of the research topic
2.1 General information about the product Q student
Q Student is a call package designed for only students at all universities, colleges,
and training schools in Vietnam with a lot of special features. This new package
was introduced on 25th August 2009 after Viettel Telecom (1st June 2009) and
before Vinaphone (1st September 2009). Q Student was developed from package
MobiQ which was for all young customers. This package is only valuable for
student time. After that, customers’ packages would be changed to MobiQ
Benefits and regulations
* Benefits
Charges:
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Customers will receive VND 25000 monthly during the effective time of the
subscription. If customers do not use all, they can keep extra money until the next
month.
Mobile Internet service
Customer will receive 35 MB using internet free during the effective time of the
subscription. If customers do not use all, they can keep free megabyte until the next
month.
Multimedia message service
Customers will receive 25 free MMS during the effective time of the subscription
including messages with texts or with pictures or sounds. If customers do not use
all, they can not keep free messages until the next month.
* Regulations
Validity days will be 92 for Q Student.
It remains 92 days since customer makes an outgoing call. If customer makes an
outgoing call while a validity day is more than 92, it will be remained. Time out,
customer will get 10 days additional for incoming calls and top-ups. Out of date,
customers' calls will be barred.
Disconnection validity day is 92. Out of date without any top-ups, the subscription
number will be discharged.
Validity days will be added in every top-up.
Tariffs
Table-1 Tariffs of Q Student
L Type Rate (VAT
ist included)
1 Domestic calls
a Intra network VND
) 1.380/minute
First 6 second VND 138
bloc
Subsequent 1 VND 23
second
b Other VND
) operators 1.580/minute
First 6 second VND 158
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bloc
Subsequent 1 VND 26,33
second
c Group calls VND
) 830/minute
First 6 second VND 83
bloc
Subsequent 1 13,83
second
3 Short
messages
a Intra network VND 99/SMS
)
b Other VND 250/SMS
) operators
(Source: www.mobifone.com.vn)
2.2. Introduction of the research topic
Q Student is really a good package for students. It is the first time Vietnamese
students have such many benefits. Mobifone and two other big operators in
Vietnam, Viettel and Vinaphone have this special package designed for students.
They are “I am student” of Viettel and “Talk student” of Vinaphone. Without
mentioning other features, we just focus on benefits students receive from these
operators and then analyze them.
Table-2 Benefits offered by three operators
Viettel MobiFone Vinaphone
(1st Jun e 2009) (25th August 2009) (1st September
Operators 2009)
Benefits
Extra charge VND 25000 VND 25000 VND 30000
Free Internet Mobile 30 MB 35MB 30MB
service
Free Multimedia 25 MMS 25 MMS
message service
50 % off to 5 VND 840/minute to
Group call registered intra 5 registered intra
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network numbers network numbers.
From the figures, we can see that there is no much difference among benefits which
three operators offer to students. To contact with a fixed number, customers only
choose one package from one mobile operator. There is still case when customers
have more than one mobile phone. Whenever it is, they still need one fixed package
to use. That is the chance for MobiFone to make their product different and keep
students as regular customers through particular products. However, MobiFone has
not attracted the whole group of students. MobiFone’s promotion has not effective
in order to satisfy the whole group of customers’ needs wants and demands.
MobiFone has not understood clearly different characteristics of different groups of
students. Thefore, this research is carried out in order to improve the promotion of
Q Student through offering various benefits to different groups of students.
The starting point for this research is the two research questions: the first one is how
many groups are there among students according to their personal factors relating to
using mobile? , and which kinds of promotion should we apply to different groups?
To answer these questions, there was a survey among 200 students at National
Economics University and Hanoi University of Technology. They were asked about
their behavior and demands on using mobile. The scope of this survey is 200 first
year and second year students at two universities. These two universities are near
together, so it is easy for the researcher to implement the survey. In addition, they
are students major in two fields: economics and techonoly, so they can help the
sesearcher a lot in having more ideas for the research. Along with delivering the
questionnaire for students to fill out, the researcher also interviewed 30 students
among 200 students above. From their answers, there was information about their
feelings on Q Student and their recommendations to improve the product. The other
methodology of this research is analyzing. Through observing the packages of some
mobile operators, the researcher draws some strengths, weaknesses, and challenges
that Q Student has and faces with. As a result, the researcher can suggest some
recommendations to make the product better.
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CHAPTER TWO
THEORETICAL FRAMEWORK
To understand different factors that affect consumer behavior, we first identify
consumer needs, wants, and demands. The reason for studying different factors is to
satisfy customers better through understanding their needs, wants and demands.
Needs, wants, and demands are all the core concept of marketing.
According to Philip Kotler in the book named “Principles of Marketing” (1996)1,
“Human needs are states of felt deprivation”. When you are hungry, you need to
eat. However, when you are sad, you need to someone to share your sadness, for
example. Different people have different kinds of needs. When you can not obtain
your need, you will try your best to have it. People in different situations have their
own needs. Also in this book, Philip Kotler wrote that “Wants are the form taken by
human needs as they are shaped by culture and individual personality”. In this
concept, there is the appearance of culture and individual personality. When we talk
about culture, we think of the differences between countries or even areas in the
country. For example, Vietnamese people living in the south like to eat fried
chicken with sweat favor while people in the north want salty favor. That is the
difference in culture between two areas in a country. Another concept that Philip
Kotler introduced in this book is “demands”. He presented that “When backed by
buying power, wants become demands”. Although you want to have a luxurious car
or a modern laptop, but if you do not afford them, you can not obtain your
demands.When studying marketing subject, the researcher found intertesting
information about the customer needs, wants, and demands at the website
http://www.estateofflux.com. The writer of this article showed the types of needs and
demand which are listed by Kotler, Keller and Burton.
“1) Stated needs
A customer wants an inexpensive car
2) Real needs
The customer wants a car whose operating cost, not initial price is low.
1
The main references of this part are from the book “Principles of Marketing” by Philip Kotler and Gary
Armstrong, seventh editiion, published by Prentice Hall, Englewood Cliffs, New Jersey 07632. Therefore,
when the researcher mentions the writer Philip Kotler, it means the information is from this book in the part
“what is marketing” (page 7), and characteristics affecting consumer behavior ( page 144-154).
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3) Unstated needs
The customer expects great service from the car salesman.
4) Delight needs
The customer would like the dealer to include a GPS.
5) Secret needs
The customer wants friends to see her as a savvy consumer.”
And then the eight types of demands
“1) Negative demand
Consumers dislike the product and may even pay a price to avoid it.
2) Nonexistent demand
Consumers may be unaware of uninterested in the product.
3) Latent demand
Consumers may share a strong need that cannot be satisfied for an existing product.
4) Declining demand
Consumers begin to buy the product less frequently or not at all.
5) Irregular demand
Consumers purchases vary on a seasonal, monthly, weekly, daily or even hourly basis.
6) Full demand
Consumers are adequately buying all products put into the marketplace.
7) Overfull demand
More consumers would like to buy the product than can be satisfied.”
This list helps producers a lot in developing the suitable products for different
needs, wants and demands of customers. Therefore, the task of marketers is very
important. They have to spend a lot of time learning about and understanding
customers’ needs, wants and demands. They must do some methods like conducting
consumer research, focus groups, and customer clinics. They analyze customer
complaint, inquiry, warranty, and service data. They observe customers using their
own and competing products, and interview them in depth about their likes and
dislikes. In short, understanding customer needs, wants, and demands in detail
provides important input for designing marketing strategies.
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“A focus group is a form of qualitative research in which a group of people are asked
about their perceptions, opinions, beliefs and attitudes towards a product, service,
concept, advertisement, idea, or packaging2.”
Among methods to tunderstand customers’ needs, wants, and demands, we can tell
the “focus group”. One of the benefits of group discussion is:
“Group discussion produces data and insights that would be less accessible without
interaction found in a group setting—listening to others‟ verbalized experiences stimulates
memories, ideas, and experiences in participants. This is also known as the group effect
where group members engage in “a kind of „chaining‟ or „cascading‟ effect; talk links to,
or tumbles out of, the topics and expressions preceding it” (Lindlof & Taylor, 2002,
p. 182).”
After understanding customers’ needs, wants, and demands, this part will give
characteristics influencing consumer behavior. “Consumer behaviour is the study of
when, why, how, and where people do or do not buy product”, footnote number
one. Consumer behaivor relates to buying behavior. That is the decision process for
consumers to buy a product. Decision process includes problem recognition,
information search, and evaluation of alternatives, purchase decision, purchase, and
post-purchase evaluation.
It is also useful to know customers’ demands. According to Philip Kotler, there are
four main factors. They are cultural factors, social factors, personal factors, and
psychological factors. Philip Kotler summerised these factors in the following
figure:
2
Henderson, Naomi R. (2009). Managing Moderator Stress: Take a Deep Breath. You Can Do This!.
Marketing Research, Vol. 21 Issue 1, p28-29.
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Cultural
Social
Culture Personal
Age and lifecycle Psychological
Reference Motivation
groups stage
Subculture Occupation Perception
Economic situation Learning
Family Beliefs and
Lifestyle
Social class Personality and Attitudes
Roles and status
Self-concept
Figure-1 Factors influencing consumer behavior
People buy products from different brands to satisfy their needs. The way customers
decide to purchase depends on these factors above. Each factor plays an important
role in creating different styles among groups of customers, or even individuals.
Therefore, marketers not only know about these factors, but also take them into
account.
According to Philip Kotler in the book “Principles of Marketing” (1996), “cultural
factors exert the broadest influence and deepest influence on consumer behavior.
The marketer needs to understand the role played by the buyers‟s culture,
subculture, and social class”. This factor seems to not affect in this research
because the scope of this research is students in the same country as well as they are
one kind of tarket customers which the company have their ideas of clasifying. The
personal factors are relating to the research topic because of the similiarity in
analyzing and styding. According to this figure, there are six small groups in
personal factors: age and lifecycle stage, occupation, economic situation, lifestyle,
personality and self-concept.
Starting with age and life cycle stage, Philip Kotler wrote that: “people change the
goods and services they buy over their lifetimes”. “Taste in food. Clothes, furniture,
and recreation are often age related”. Buying is also shaped by the stage of family
life cycle. Traditional family life cycle stages include young singles and married
couples with children. Sony recently overhauled its marketing approach in order to
target products services to consumers based on their life stages. From the writer’s
idea, we can summerise these sub-factors to understand more how they affect
consumers in buying decision. Occupation: a consumer’s occupation affects the
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goods and services bought. Blue collar workers tend to buy more rugged work
clothes, whereas executives buy more business suits. Economic situation: A
consumer’s economic situation will affect product choice. If economic indicator
point to recession, marketers can take steps to redesign, reposition, and reprice their
products closely. Lifestyle: people coming from the same subculture, social class,
and occupation may have quite different lifestyles. Lifestyle is a consumer’s pattern
of living as expressed in his or her psychographics. It involves consumer’s
activities, interest and opinions. When used carefully, the lifestyle concept can help
the marketer changing consumer values and how they affect buying behavior.
Personality and self concept: each consumer’s distinct personality influences his or
her buying behavior. Personality refers to the unique psychological characteristics
that lead to relatively consistent and lasting response to one’s own environment. For
example, coffee marketer have discovered that heavy coffee drinker tend to be high
on sociability. Thus Starbucks and other coffee houses create environments in
which people can relax and socialize over a cup of steaming coffee.
We can now appreciate the many forces acting on consumer behavior. The
consumer’s choice results from the complex interplay of cultural, social, personal,
and psychological factors. Although many of these factors cannot be influenced by
the marketers, they can be useful in identifying interested buyers and in shaping
products and appeals to serve consume needs better.
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CHAPTER THREE
FINDINGS ON CHARACTERISTICS AND
DEMANDS OF THE STUDENTS ABOUT Q
STUDENT
1. General analysis
1.1 Some features that Q Student are good at understanding students’
characteristics
MobiFone offered the largest number of Student Sims (375000 cards) at 300
universities, colleges, and training schools in the school year 2009-2010. This large
number of Sims enables more students to have chance to use mobile phones easily
and cheaply.
MobiFone seems to understands students’ characteristics rather well when this
operator costs students only VND 99 per one intra network message. It is a fact that
to save money, students are people who usually send messages to their relatives and
friends. That is the cheapest way as well as the way to show their different styles.
With this method, Q Student is considered to be the hottest package for students by
a lot of students.
Students are people who always concern charges. Knowing this characteristic,
MobiFone provides students a new benefit-group call. Students register five
mobiFone numbers and then they can call these numbers with cheap fees (only
VND 840 per minute). This company makes students feel more comfortable when
they use this special benefit.
MobiFone also understands the new trend among students. That is the new
generation of students seem to use more modern kinds of mobiles. Besides offering
35 free megabyte to use GPRS monthly, this operator provides students 25
multimedia messages. Thanks to this, active and modern students can send
messages with interesting pictures, special sounds to their friends. Students freely
express their own styles.
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In addition to good features of benefits that Q Student bring about, MobiFone has
been the very good mobile operator when it has been voted for years as the best
quality service provider or the most favorite mobile operator. These features help
students believe more in selecting the mobile operator.
1.2 Some weaknesses MobiFone has when offering promotion with the
package Q Student
Firstly, when MobiFone gave this new package, their advertising campaign was not
strong enough that many students had not known about it. When asked about this,
51 out of 100 first year students at Foreign Trade University and National
Economics university said that they knew about this new package one or two
months after it started.
Staffs that are responsible for doing this task are not really helpful. Most students
felt uncomfortable when they worked with these staffs. Some students complained
that they had to wait for a long time to register while some staffs talked with their
co-workers and did nothing. They did not really show their respect to customers.
There were only a few people replying hundreds of students.
Benefits that the company offers students monthly are not effective. Many students
do not have chance to use modern mobiles to use GPRS or send multimedia
messages. They have other demands like talking for long hours or sending more
short messages. The company has not care much about student’s needs, wants, and
demands when providing benefits monthly. Students account for a large number of
customers who are not only students for long time but become business men, staffs
or even leader in the future. Therefore, grouping students is a necessary task to
provide suitable promotion programs monthly.
1.3 Opportunities the company can get through developing Q Student
The first thing that is the company can get the larger market share. We can use the
figure of the year 2008 to analyze. According to General Statistics Office, the
number of students at universities, and colleges, were 1675700 (that number did not
include students at training schools) whereas the number of subscribers at
MobiFone company was 21000000. Moreover, more and more students are using
mobile phones. In recent years, the prices of mobile phones have been reducing.
The needs of using mobiles to contact are increasing. These prove that students
account for the large number of customers in telecommunication market. If
MobiFone can attract this group of customers, they can develop more their market
share.
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Secondly, improving Q Student is a good opportunity for MobiFone to advertise
their brand name. Students are people who have much time and knowledge to study
products before deciding to buy them. Once MobiFone shows its impression on
students’ minds, it will be interested in by following generations as well as other
group of customers. As a result, MobiFone can confirm their brand to compete well
with other mobile providers.
The next opportunity can be called “good effect”. If Q Student can satisfy students,
it will be a good starting point for company to improve more.
1.4 Challenges MobiFone has to face when it provides a new student
package
1.4.1 Challenges from the two other operators providing the same
student package
As mention before, a long with MobiFone the two other mobile operators Viettel
with “I am student”, and Vinaphone with “Talk student”, MobiFone face with a lot
of challenges. Now, let look at again the table comparing the benefits that three big
mobile operators provide students.
Viettel MobiFone Vinaphone
Operators (1st June (25th August (1st September
2009) 2009) 2009)
Benefits
Extra charge VND 25000 VND 25000 VND 30000
Free Internet 30 MB 35MB 30MB
Mobile service
Free Multimedia 25 MMS 25 MMS
message service
50 % off to 5 VND 840/minute
Group call registered intra to 5 registered
network intra network
numbers numbers.
The first challenge is that Viettel is the first operator which offers this new student
package. It started on 1st June 2009 while Q Student began more than two months
later on 25th August 2009. Being the first mover, Viettel has more advantages when
accessing the market earlier. To be the second operator providing the student
package, MobiFone has to think of strategies which need to attract student more and
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make them become the regular customers. It is difficult for MobiFone when
customers do not want to change their existing numbers because not many students
have more than one mobile and it will take a long time to inform their friends and
relatives the new numbers.
Vinaphone is the latest mobile operator providing student package until now.
However, this provider has some interesting benefits such as it offers students more
money than the two other operators above. While MobiFone offers VND 25000,
Vianphone provides VND 30000. Most students like having more money to do
anything they like. Therefore, this benefit makes students feel more attractive.
1.4.2 Challenges from new mobile operators
Nowadays there are some new mobile providers in the market. These new mobile
providers are owned by foreign investors who have a lot of experience in the
telecommunication area and much capital.
Firstly, we can talk about Vietnammobile. By March 2009, The Company got GSM
liciense from goverment to provide GSM mobile services. Vietnamobile is the GSM
network brand that Hanoi Telecom and its partner Hutchison Telecom are
operating. The target of Hanoi Telecom is to become a leading telecommunications
service provider in Vietnam. This new brand name has attractive packages for
everyone and a lot of interesting promotion. Students can save a lot of money if
they use these packages. Moreover, this operator also provides interesting
promotion programs, especially the new one on 24th August 2009 named “Your
companion” on the occasion of students coming back to school. Students can use
VM24 nationwide with Ucard Starter Kit, enjoy special promotion for new
customers, receive additional premiums like bags, pen, notes...Beside; customer
will be received gifts if the customer buys Ucard Starter Kit at the POS mobility of
Vietnamobile. From seeing some features of VM24 package, we will know the
benefits customers get from this mobile provider:
Offer: Students can use VM24 nationwide with Ucard Starter Kit; Enjoy
special promotion for new customers; Additional premiums like bags, pen,
notes… (Customer will be received gifts if the customers buy Ucard Starter
Kit at the POS mobility of Vietnamobile)
Details: Activate Ucard Starter Kit in above period to get total 80K airtime
right after activation, in which 30K anynet, 50K for onnet: VM24 across the
nation. Plus 200% for next 3 top up minimum 50.000 VND + 60 extra active
days for each time.