VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS TRAN THI THUY DEVELOPING A MARKETING PLAN FOR THE KEYWORDZ SERVICE OF GAPIT COMMUNICATION JOINT-STOCK COMPANY MASTER OF BUSINESS ADMINISTRATION THESIS Hanoi - 2011 VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS TRAN THI THUY DEVELOPING A MARKETING PLAN FOR THE KEYWORDZ SERVICE OF GAPIT COMMUNICATION JOINT-STOCK COMPANY Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Ph.D: Tran Doan Kim Hanoi-2011 vi TABLE OF CONTENT ACKNOWLEDGMENT i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENT vi LISTS OF TABLES ix LIST OF GRAPHS x INTRODUCTION 1 1. Necessity of The Thesis 1 2. Research Aims and Purposes 2 3. Research Scope 2 4. Data sources and Processing 2 5. Methodology 3 6. Limitations of the Thesis 3 7. Expected finding 3 CHAPTER 1: LITERATURE REVIEW 4 1.1. Marketing plan 4 1.1.1 Marketing plan definition 4 1.1.2 Process to formulate Marketing plan 5 1.2 Mobile marketing 15 1.2.1 Mobile marketing definition 15 1.2.2 Mobile marketing solution 18 vii 1.3 Special considerations for a marketing plan of a Mobile marketing service 23 CHAPTER 2: GAPIT COMMUNICATION AND KEYWORDZ SERVICE SITUATION ANALYSIS 26 2.1 Introduction Gapit JSC and Keywordz 26 2.1.1 Background of Gapit communication 26 2.1.2 Gapit keywordz 28 2.2 Marketing situation analysis 31 2.2.1 Keywordz market and customer analysis 31 2.2.2. Competitors analysis 35 2.2.3 Partners 40 2.2.4 Environment: PEST analysis 40 2.3 Opportunities and issues analysis 42 2.3.1. SWOT analysis 42 2.3.2. Analysis of marketing issues for the Keywordz services 47 CHAPTER 3: SET UP MARKETING PLAN TO GAPIT KEYWORDZ SERVICE 48 3.1 Marketing objective 48 3.2 Marketing strategies 48 3.2.1 Market segmentation and selecting target market 49 3.2.2 Product positioning 50 3.2.3 Recommending a marketing strategy for the Keywordz service 53 viii 3.2.4 Keywordz service 54 3.2.5 Price 55 3.2.6 Place 56 3.2.7. Promotion 57 3.2.8. People 61 3.2.9. Process 62 3.2.10. Physical evidence 64 3.3 Action plan 64 3.4 Expected turnover and loss 72 3.5 Control 74 CONCLUSION 75 REFERENCE 76 APPENDIX 77 ix LISTS OF TABLES Table 1.1 Bluetooth Content 19 Table 1.2 Type of Coupon 20 Table 2.1: Characteristics of SWOT of Gapit Keywordz service 42 Table 3.1: Description the action plan 66 Table 3.2: Estimated Cost 72 Table 3.3. Estimated Profit & Loss account 73 x LIST OF GRAPHS Graph.2.1: The data on mobile subscribers in 2006, 2007, 2008, 2009 year……………………………………………………………… ………….32 Graph 2.2: The turnover of digital mobile content service………………. 33 Graph 2.3: The main download content in Mobile phone 45 Graph 2.4: The operating subscribers up to 6/2008 45 Grap 3.1: Positioning chart of Gapit keywordz and direct competitors 51 Graph 3.2: Process to supply Gapit keywordz service: 62 Graph 3.3: Process to implement Mobile maketing 63 1 INTRODUCTION 1. Necessity of The Thesis Founded at the first time in American in 2004, up to now, the definition of Mobile marketing has not been new thing in the world because a half of decade recently, Mobile marketing is effective real tool to many service, food product, fashion firms…to promote their products and brand name. According to statistic of Yakee, now there are more 2.5 billion people use mobile phone in the world, more 90% of them have send or receive message demand, not only call and answer. Mobile phone is the nearest medium beside owner in 24 hours in all days of week, more permanently than any means of transportation included Internet and Television. Catch up this demand; companies exploit value added service on mobile phone launch new application is Mobile marketing. This marketing channel is exploited successfully in Europeans countries, America, South of America, and many countries in Asia. Immediately, Mobile marketing have attracted attentions of many advertisers and prestigious corporations as Wheat Crunchies (Golden wonder) fast food, Dunkin Donuts café (Italy), or marketing campaign of Sony Ericson, Nokia, LG… Mobile marketing is step-by-step gaining foothold in the advertising field. Mobile marketing is a growing two-way marketing medium that is already today cost- effective and more importantly, interactive channel that can be utilized to drive the sales of myriad products and services. Now, advertisers, firms, can approach this online Mobile marketing solution, the first appear in Vietnam named Gapit Keywordz by Gapit Communication JSC developing. This solution is combine between E-commerce and M-comerce, bring to useful of the most favorite commerce both forms. The different point in this solution is only through website www.keywordz.vn, individuals, enterprises can implement buy code process fast, create online 2 marketing scenario simply, manage and update online customers’ database, and analyze customers’ database optimally through online report. This product launched in to market from 27/3/2008. After four mounths, the account registered number is 400; the total access to website/mounth is about 7.000 people; the SMS number send via system is 77.637 SMS (Vietnamnet.vn) From the meaning of application Mobile marketing in companies’ marketing campaign, author decides study Mobile marketing and choice topic “Developing a Marketing plan for the Keywordz service of Gapit Communication Joint Stock Company” to study and write my MBA thesis. 2. Research Aims and Purposes Based on reasons above, the purpose of this study is to gain a better understanding of Mobile marketing, how organization do plan Mobile marketing and epecially writing a Mobile marketing plan for Gapit Keywordz in next year 2012. In order to reach the research purpose for this study the following research questions are stated: 1. What is Mobile marketing and other related definitions to Mobile marketing? 2. How is application of Mobile marketing in Vietnam? 3. What are steps in building marketing plan for Mobile marketing service for Gapit JSC? 3. Research Scope The scope of study is Mobile marketing and how to plan Mobile marketing campaign. The research scope is also in Gapit Communication Technology JSC. 4. Data sources and Processing The data sources is used in the Thesis is colected by many sources, from Internet; newspapers; VMA and MMA Mobile marketing documents; Gapit’s financial report 2006, 2007; International Conferrence on Digital Marketing documents. They are colected and analyzed, used as secondary data. In addition, informations about Gapit 3 in my thesis is experienced after I worked for Keywordz department as Asistant, product and contract management. 5. Methodology Analysis and Generalization : The information in the thesis was analyed and created by a number of documents and records of electronic marketing, digital marketing, concepts and ideas of planned digital marketing, mobile marketing. In addition, the research conducted with data from company, digital conferences, and consulting experts in the implementation of campaign planned for mobile marketing. These sources are not only theoretical but also practical. Survey: In the process, the author has surveyed a number of key customers and partners of GAPIT Keywordz to find out GAPIT Keywordz’s weaknesses, opportunities and threats as well as the reasons they use Keywordz of GAPIT Communication JSC but services of other companies. Case Studies: the thesis concentrate analysis the case of Gapit Communication JSC, the mobile marketing service named Keywordz of that company. 6. Limitations of the Thesis Because E-marketing is very broad and extensive, and due to limited time allocated for undertaking this research. This thesis will only focus on examining the use of Mobile marketing and how can develop a mobile marketing plan, to further limit the research only Gapit Communication JSC and companies implement sucessfully Mobile marketing of Gapit. 7. Expected finding The expected findings in study is have an overview of Mobile marketing and Mobile marketing plan; how companies see the benefit of applying Mobile marketing in Marketing campaign. And more important thing is complete writing Mobile marketing plan for Keywordz service of Gapit Communication JSC in 2012. [...]... formulate any marketing plan Based on “Destination Marketing by Richard B Gartrell (by Publisher: Kendall/Hunt Publishing Company in January 1994) Marketing plans may be long or short, and they will vary among organisations/regions Whatever their length of character, marketing plan are valued as a tool for effective planning and assessment of productivity To have a successful marketing plan, companies...CHAPTER 1: LITERATURE REVIEW 1.1 Marketing plan 1.1.1 Marketing plan definition Form the Marketing text book, the nature and contents of a marketing plan can be understand that marketing plan is one of the most important outputs of the marketing process It relies very heavily on an analysis of the industry, the business and the product situation.1 It is also the instrument for planning and organising... projected (pro forma) financial statements a) Executive Summary Executive Summary is brief explanation of what the organization does its mission statement, the management’s infrastructure, and a short summary about the marketing objectives and the proposed plan Summary is one of the most important parts of the marketing plan The objective is to give clear understanding what this marketing plan is about without... created at the business level of the organization The plan may address a multiple year time horizon but it should be reviewed and updated on an annual basis Plans tend into one of two categories: a new products/services introduction plan or an annual marketing plan that addresses products and/or services that already in your company profile 1 KoTler, Armstrong, Brown, Adam and Chandler, “ Marketing ... B Gartrell, “Destination Marketing , Developing a Marketing plan 13 g) Assessment 10 Last, an organisation has to be able to assess the effectiveness of its marketing programs This does not always mean change; in fact, if a program continues to prove of value, then there may be little reason to change it On the other hand, if a marketing effort seems to fizzle, being able to make an evaluation then... yet attainable for the organization The second element in developing a marketing plan is the establishment of measurable goals This can be accomplished only after carefully considering the demand and supply potential of the customers Questions that address this issue are 4 Richard B Gartrell, “Destination Marketing , Developing a Marketing plan 7 as follows:5  What kind of goals should be established?... organising the company s resources and capacities for achieving marketing objectives for the new firm It has to identify the most promising business opportunities for the company and details how to enter, capture and retain positions in identified markets The marketing plan can and should be an essential document for organizational success The marketing plan is also an operational document that is created at... where a number of competitors already exist When selecting a target market an organization has to consider the different patterns to chose e) Marketing Strategies Marketing Strategy is plan for meeting the marketing objectives The fourth element in a marketing plan is that of identifying and selecting the appropriate and most productive marketing strategies for the targeted market Based 9 on understanding... business Gapit Keywordz is special product, to understand the characteristic about it, in researching progress, the author had collected primary data by set up a list of questions and interviewed main Gapit keywordz s partners to find more informations of Gapit keywordz service (The list of interviewers and questionaires can be found in the appendix) Through the answer of some directors of Gapit keywordz s... timecales into the marketing objective (for example, to capture 20 per cent by value of the market within two years) and into the corresponding strategies Plans only have validity if they are actually used to control the progress of a company: their success lies in their implementation, not in the writing 10 Richard B Gartrell, “Destination Marketing , Developing a Marketing plan 14 1.2 Mobile marketing . concentrate analysis the case of Gapit Communication JSC, the mobile marketing service named Keywordz of that company. 6. Limitations of the Thesis Because E -marketing is very broad and extensive,. VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS TRAN THI THUY DEVELOPING A MARKETING PLAN FOR THE KEYWORDZ SERVICE OF GAPIT COMMUNICATION JOINT-STOCK COMPANY MASTER OF BUSINESS ADMINISTRATION. document for organizational success. The marketing plan is also an operational document that is created at the business level of the organization. The plan may address a multiple year time horizon