Advertising and PR campaign
Advertising and PR campaign
Agenda
Agenda
Agenda
1. An overview of MobiFone
2. Research Highlight
3. Marketing Environment
4. Situation Analysis (SWOT analysis)
5. Marketing Mix
6. Marketing Strategy ( Ads, PR, Creative, Media)
INTRODUCTION
 The company Vietnam Mobile telecom Service (VMS) was
established in 1993, VMS is joint venture between VNPT and
Comvik (Sweden)
 3 main centers: the First Center (North), the Second Center
(South) and the Third Center (Central)
 Nearly 1500 staffs at nation wide
 The main service of VMS is Mobile telecom service with 2
kinds of services: prepaid and postpaid.
 Beside those 2 main services, VMS also provides a lot of
value-added services like SMS, voice mail, GPRS, MMS,
and many others.
Coverage Network
Nationwide (64 provinces)
Subscribers
3.87 Millions
Base Transceiver Station
1350BTS
International Roaming Service
Agreement with many

33% of interviewees use Vinaphone
37% use MobiFone
12% use S-fone
18% use Vietel
Mb phone
Vnphone
Sphone
Viettel
S1
27.3%
27.3%
9.1%
36.4%
0.0%
10.0%
20.0%
30.0%
40.0%
Ad messages of Mb services provider
remind customer the most
Ad messages of Mb services
provider remind you the most
RESEARCH HIGHLIGHT
• People impress ads
message by:
38.9%
38.9%
22.2%
Sound
Images

 Best customer care services
 Good at management and also have strong human resource
Source: www.saigontimesweekly.saigonnet.vn
WEAKNESSES
 Relatively high price: Do not count small block like Vietel, S-
Fone is 6 second for a block
 Have not got wide network (BTS) like Vinaphone. This thing
prove the reason why Vinaphone has more users than
MobiFone
 MobiFone is under government and VNPT influence.
Sometimes, MobiFone can not do what they want although
these decision can make more benefits for customers
OPPORTUNITIES
 Demand for mobile service is increasing: when living
standard increasing and demand for communication of
people much higher. This is good opportunities for mobile
service
 The economic integration: MobiFone will cooperation with
some mobile network in many countries to implementing
“international roaming service”
 Low density : around 11% (estimated figure of 2005)
 Mobile phone users wants more value added not only make
phone call, send or receive message
THREATS
 Tough competition: At present, MobiFone has to deal with a lot
of competitors in telecommunication industry. Some big
competitor has good technology infrastructure like Vinaphone,
competitor with strong finance source such as Vietel, VP
Telecom
 Price are controlled by Gov, so there will a trend that, all mobile

S-Fone
VP Telecom
 Hanoi Telecom
MARKETING ENVIRONMENT
Source: www.mobifone.com.vn
Marketing Mix
Marketing Mix
For
For
MCA service and
MCA service and
MobiFone
MobiFone
PRODUCT
 Description: Missed Call Alert (MCA) is a service that will help
you keep in touch with people even when you are out of service.
The detailed information is that, if you use MCA service, when
your battery runs out, when you are out of network coverage, or
any reason make you switch off your phone, you will be informed
with a message. A short message includes all information
relating to people that have made a call to you: their phone
numbers, the called time, how many times they called you
 For using this service you have to register (send a message to
Service Center).
PRICE
 The cost for sending registration message to
9232 is only 350 VND/message
 Monthly fee is 6.000 VND for using MCA service. You have to
pay nothing out of mentioned fee.
PROMOTION

MARKETING
 Objectives:
ִIncrease market share: to be the leading mobile phone
service provider in Vietnam (shift from 2
th
position to market
leader) by providing Missed Call Alert within 1 year of 2006,
increase subscribers from 3.873 mil to 5.5 million
ִTo increase sale of MobiFone
• From the main service of phone call: increase 25-30% call
volume in 2007
• MobiFone try to get more new subscribers from other
mobile network thanks to value added service, around
300.000 subscribers