ACKNOWLEDGMENT I wish to express my deep gratitude to my advisor and Committee Chairman, Professor Thang for his useful guidance, suggestions and encouragement through out the research work I also would like to extend genuine thanks to Mr Huy, Ms Tâm and other staffs at VTCHCM company for their help and suggestion during the implementation of my research study Thanks are also due to my friend, Dung, who had helped me during the customer survey And the most wholehearted gratitude I wish to express to my parents and my brother for their endless love, cares, encouragement and supporting to me during the course of my study Last, I would like to thank overall professors from Solvay Business School and Ho Chi Minh City Open University as well as my classmates for their supports via lectures, discussions, debates, comments and feedbacks throughout my all Master program iii TUTOR’S COMMENTS I am writing to confirm that the project entitled: MARKETING PLAN FOR MINI GAME ONLINE OF VTC COMPANY IN HO CHI MINH CITY MARKET Prepared by Mr THAI HOANG TU Has satisfied the requirement for a Master’s project in Business and Marketing Management I, therefore, recommend that the project be presented Tutor NGUYEN THANG iv TABLE OF CONTENT Title Page Title Page i Declaration ii Acknowledgement .iii Tutor’s comment iv Table of Content v List of Figure .vii List of Table .viii Excutive Summary 1 INTRODUCTION 1.1 Company descriptions 1.2 Problem statement 1.3 Objectives 1.4 Conceptual frame work of the study 1.5 Scope and limitation of the work GAME ONLINE MARKET IN VIETNAM 2.1.Macro enviroment analysis 2.1.1 Economic trends and outlook 2.1.2 Economic remarks on the regulatory enviroment 2.1.3 Major Political issues affecting the business climate 7Error! Bookmark not defined INTERNAL ENVIROMENT ANALYSIS AND REVIEW OF CURRENT MARKETING STRATEGIES OF VTCZONE 3.1.Challenge 3.2.Situation analysis 3.2.1 Company analysis 3.2.2 Customer analysis 3.2.3 Industry attractive and competitor analysis 3.2.3.1 Market position 3.2.3.2 Branding 3.2.3.3 Porter's forces 3.2.4 Collaborators 13 3.2.5 Climate 13 3.3.Review of current marketing strategies of VTCZone 13 3.3.1 Media relationship 13 3.3.2 Website: 14 3.3.3 Events 14 3.4.SWOT analysis 14 3.5.Use Swot analysis's results 16 3.5.1 Use Strength 16 v 3.5.2 Stop weaknesses 16 3.5.3 Exploit opportunity 16 3.5.4 Defense against threats 16 3.6.Collusion 16 NEW MARKETING PLAN FOR MINI GAME ONLINE OF VTC IN HOCHIMINH CITY MARKET 17 4.1.Positioning and Market Segmentation 17 4.1.1 Positioning 17 4.1.2 Officer 10 minutes segment 17 4.1.3 Gamer segment 17 4.1.4 Other segments 17 4.2 Marketing Mix 18 4.2.1 Product 18 4.2.2.Price 20 4.2.3.Distribution 20 4.2.4.Promotion 20 4.3 Selected Marketing Strategies 21 4.3.1 Encourage member to play 22 4.3.2 Attract and recruit new users 22 4.3.3 Customer care and royalty program 22 4.3.4 Maintaining positive image 22 4.3.5 Brand-building via brand ambassador 22 4.3.6 Sponsorship in game shows, top programs, event 23 4.3.7 Outcome projection 23 4.4.Alternative Marketing Strategies 23 4.4.1 Re-branding 23 4.4.2 Discontinuting Product 23 4.4.3 Repositioning 23 4.5 Implementation plan 23 4.5.1 Product Design and Developement 23 4.5.2 Marketing & Sales 23 4.5.3 Distributors 24 4.5.4 Resource Requirements 24 4.5.5 Scheduling 24 EVALUATION AND MONITORING FINACIAL INFORMATION 6.1 Budgeting 26 6.2 Short & Long-term Projections 26 CONCLUSIONS 28 BIBLIOGRAPHY APPENDICES vi LIST OF FIGURE Figure 1.1 Framework of the study Figure 2.1 Milestone of shorterm and longterm projections vii 28 LIST OF TABLE Table 1.1 Swot analysis 16 Table 2.1 Promotional programs 21 Table 3.1 Implementation plan 25 Table 3.2 Budget 26 viii Executive Summary A high-level summary of the marketing plan At present, mini games online (MGO) market in HCM city is spontaneous There are not really strong brands Except Zing of Vina Game Co is free playing VTC HCM will establish MGO department in next few month Main functions and missions of this department are to develop MGO in HCM Especially, products will be produced on demand (outsourcing) by MGO production partners It is a potential opportunity for VTC which builds a marketing planning for MGO approach in HCM market Designing Marketing planning for this market will be a decision factor for market share and sales 10 minutes officer and card player are good selections  1 INTRODUCTION 1.1 Company description Branch of Vietnam Multimedia Corporation in Ho Chi Minh City (here is shortened Branch) is a subsidiary company directly under VietNam Multimedia Corporation-VTC; established by Decision No 264-QĐ/TCCB-VTC dated June 14th, 2006 of VTC’s Management Board; Scope of business is performed on Registration Certificate No 4116000735 that has been issued by Business Registration Office - Department of Investment and Planning of HCMC VIET NAM MULTIMEDIA CORPORATION-VTC BRANCH OF VIETNAM MULTIMEDIA CORPORATION IN HO CHI MINH CITY Address: 43C - 43D Ho Van Hue Street, Ward 9, Phu Nhuan Dist, HCMC, VietNam Tel/Customer Care: 19001593 - Fax: 08 997 6384 Website: http://vtczone.vn Services: Supplying services directly - Added value services on television (SMS) by 8x39 - Online games: Qworld, Zhu Xian, Chi Bi Supplying services as an area contributor - Space Cowboy, Audition, Crazy Kart, Cross Fire, FIFA Online 2, Ling Wang Supplying services in the future - Mini games for cell phone - Educational Equipment and digital book for all ages Vision: General Target Making to be a strong brand, business activities specialize in field of multi-media that is based on application of modern technics, multipartite cooperation relations, together staff with high professional level, dynamic, enthusiastic and high discipline in order to bring to customer services with rich healthy quality contents, high educational and aesthetic Target in details - For the period from 2006-2010: Consolidating the structure; Enlarging cooperation relations; Developing and supplying services based on application of modern technics; Investing in infrastructure suitably and re-preparing for making brand - For the period after the year 2010: Developing and supplying services selectively; guarantee quality; satisfied demand; making to be strong brand and operating from ISO 1.2 Problem statement In the past, VTCZone always catch market informations, breakthrough revenue growth, purpose for advoid risks, company must struggle for survival itself VTCZone currently operates to process order forms from other customers So the company business is depend significantly to the outside order To survive in the long run, company must develop its own brand name and product capability to compete in the domestic market The problem is extending business market share in Game Online(GO) market Market tendency is digital content provider of mobiphone will very develop, it need many products which intergrate 3G, 4G In there, GO is one of early and timely development products will situable with developmet tendency of VietNam Therefore, VTCZone prepare caraefully products and Marketing strategies in order to broadcast and launching products to market, achieve a certain market share To make trust and stable growth in business 1.3 Objectives Specific objectives: The focus of the thesis is to address and solve the following issues: Analysis overall, current market and industry condition for online mini games , specifically for officer in Ho Chi Minh city market What are the strengths, weaknesses, opportunities and threads of mini games of VTC in market HCM city? How to develop alternative competitive strategies and recommendations suitable strategy for gamers in this market? How to encourage more gamers to join in MGO? What improvements to increase the images of VTC mini games online Conceptual frame work of the study The analysis of current performance of industry and company is based on the process of strategic management, which is used to implement SWOT analysis for the company First company missions and goals are examined Then external and internal environments are analyzed to identify strategic situation that company is facing Strategies are developed for the company and evaluated to choose the most suitable one for recommendation Figure 1.1 illustrates the framework of the research study Introduction External Analysis SWOT analysis Strategic Choice Internal Analysis Alternative Strategy Plan Strategy evaluation Marketing Plan, actions Conclusion Figure 1.1 Framework of the study Scope and limitation of work The objectives of this paper are only focuses on mini games online on Game Online market of VTC game online in HCM branch The reason to choose this product is that it contributes an important proportion in company total revenue and that this one is still new in company operation Focus segment is officer using 10 minutes to relax by playing MGO The reason to choose this segment is that it is a new segment, potential market that competitors are not focus on developing yet If focusing and dominate this segment, we will create niche market, enable to increase sales A contract is signed with defined term and attached with certain conditions in order to protect company rights 4.3.6 Sponsorship in game shows, top programs, event: To build a better brand image, we can sponsor the folk game show, the program's activities in the segment, such as: - The music competition, the intellectual competition, the school activities in secondary school, high schools, University - Favorite Teen album introduction, music show programs - Folk meaning competitions 4.3.7 Outcome projection: The estimate result includes: - Quantity of account (new, out, in, potential, etc…) - Brand name - Efficency of events, action plan - Consumer experience - Consumer interface 4.4 Alternative Marketing Strategies: 4.4.1 Re-branding: When branding is not suitable, we have to re-branding Present in front of company leaders, and show new exploit solutions, attaching Expensives, time plan, and estimate efficiencies 4.4.2 Discontinuting Product: Every products have a life cycle When it comes time-end, we have to discountinue product Hence, within months we need alternative products before stopping it When market tendency change, product is not suitable, we should adjust product to suit market 4.4.3 Repositioning: When positioning is not suitable, company have to re-positioning, include: - Build new strategy (STP, marketing strategy, action plan) - Rebuild branding system - Rebuild budget resource 4.5 Implementation plan: 23 ACTIVITY START DATE TARGET END DATE KEY PEOPLE CONCERN COMMENTS Product, Sales & Marketing, Game PRODUCT DESIGN AND DEVELOPMENT - Prepare products, ideas Sep 2010 31 Dec 2010 - Finish and launching products -1 Jan 2011 -31 June 2011 -1 July 2011 -31 Dec 2011 -1 Jan 2012 -31 Dec 2015 - maintain products - develop products - monthly review Product, Sales & Marketing, Game, Admin SALES & MARKETING - Prepare advertising, materials Jan 2011 -31 Jan 2011 - Setup target sales and -1 Jan 2011 bonus -31 Jan 2011 - Communication plan -15 Jan 2011 -31 Jan 2011 - Meeting and review -15 Feb 2011 -16 Feb 2011 -monthly review -1 June 2011 -31 Dec 2015 DISTRIBUTORS - Review distribution agreement -10 Jan 2011 -12 Jan 2011 -15 Jan 2011 -31 Jan 2011 -Field action plan(bilateral with distributors) -monthly review 24 -Analyse and evaluate the ideas/ result -Game, Distributors -offer the target, prepare inventory RESOURCE -Setup Mini Game Dept -Setup Mar Dept -Training products -1 Mar 2011 -31 Dec 2011 -Evaluate and correct the field action plan, review inventory, Evaluate achievements Sep 2010 -3 Mar 2011 -HR, Game -1 Sep 2010 -3 Mar 2011 -HR, Mar -Recruit, training Table 3.1: implementation plan EVALUATION AND MONITORING Meeting Schedule: - Establish schedule for meeting to review and track progress of marketing activities - Establish time-based checkpoints for reassessing strategies, for considering adding new ones or for reassessing budgets Market test: - Market characteristics, Scalse of test (specific products vs whole product line, (un) stricted distribution channels, (un)limited media usage, etc.) - Timing - Establish metrics for analyzing performance of test, - Establish performace levels that must be met in order to carry on with strategy as planned Report: build report system (daily, weekly, monthly, project) Monthly review: evaluation and correction, update plan Assignment: fairness Risk management: build risk management system, when there are risks, we will have good solutions Training: training knowledge, skill, professional Leader: motivate, controlling project, re-planning VI FINANCIAL INFORMATION 6.1 Budgeting: The marketing budget that can be spent maximum in theory: 25 According to circular 128/2003/TT-BTC, company can spend 10% rational tocal cost on marketing activities Now, revenue is 10 bill/month, year 2010 forecast 120 bill/year.(all of VTCZone) First investment cost for MGO is bill (include Server, System,Products) Total cost of yearly gain 60% of total revenue Forecast as deploy game, year 2011 gain bill /month during last months of year for MGO field And bill /month for 2012 , and increase 5% /year for else Year 2015 is billion/month Rate of return is 44% Billion VNĐ 2010 2011 2012 2013 2014 2015 Revenue 18 60 63 66,15 72 Total cost 10,8 36 37,8 39,69 43,2 Marketing cost 1,08 3,6 3,78 3,969 4,32 Table 3.2: budget In terms of finance, we have enough resource to cover marketing activities Break even Point for any additional spending: After this program deploy 1,5 year(31/12/2011), company will recover capital (break even) Remain years will get profit Year 2014 invest more money for reparing to sale products(franchise, saling) into oversea Forecasting that revenue increase high suddenly 6.2 Short & Long-Term Projections The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them This section may include forecasts of revenues and expenses as well as the results of a break-even analysis Phase 1: Reparing Time: 01/06/2010 – 31/12/2010 Goals: preparing resource for startup phase Special actions required to achieve them: - Invest Server, Core system - recruit employee for Marketing Department - Setup Master, Moderator of games - Setup process of work, process of games, documents, brochure, forum, website interface, PR Revenue: Phase 2: Startup Time: 01/01/2011 – 31/12/2011 26 Goals: billion VNĐ/month during last months of year Special actions required to achieve them: - Promotion programs, Marketing Strategies, alternative strategies Revenue: 18 billion VNĐ Phase 3: Maintain Time: 01/01/2012 – 31/12/2014 Goals: billion VNĐ /month Special actions required to achieve them: - Promotion programs, Marketing Strategies, alternative strategies - Setup e-news, game-magazine - Upgrade Server, Core Game Revenue: 60 billion VNĐ Phase 4: Development & Extending Time: 01/01/2015 – 31/12/2015 Goals: billion VNĐ /month Special actions required to achieve them: - Promotion programs, Marketing Strategies, alternative strategies - Upgrade Server, Core Game - Sale/export to oversea(Malaysia, Laos, Singapore, Cambodia) Revenue: 72 billion VNĐ 27 Figure 2.1 Milestone short-long term projections VII CONCLUSIONS Current market has big competiros: Zing, Benthuonghai They appear prior and each competitors have a private power In there, Zing is accupying large market share, it has many strength and advantage Besides, FPT and other digital content companies are potential competitors the strengths, weaknesses, opportunities and threats of mini games of VTC in market HCM city are: a Strong about Brand, resource, Experience Weakness about small scale of branch,Mar expense is not much, Risk for changing staff Opportunity for the more people using internet and playing game Officer group are ready to pay money for playing game with purpose for relaxing And threat from legal, laws which make harmful game, business How to develop competitive strategies and recommendations suitable strategy for gamers in this market? a In this time, VTCZone Expoit programs launching will have a lot of advantages as: - Old merbers come from other Servers, Games 28 - Experienced, enthusiasm young resources They ready for their best for working b Finance of company is enough spend for Marketing Programs.(medium level) More gamers to join in mini game online by: a Pull strategy b Promotion Programs The improvements to increase the images of VTC mini games online: a To run Promotion Programs b Improve quality of products, adding services Throughout results of above external, situation analysis , we realize that this is a real chance for deploying Marketing MGO to market Objectives will have be done well With marketing Strategies, alternative Marketing Strategies, Plan actions, we belive that we have a lot of deployment solutions, and follow close the market Marketing activities will assist Sales & Development which is easier in business implementation Have a good Marketing Planning! 29 BẢNG CÂU HỎI Chúng nhóm sinh viên ngành Quản Trị Kinh Doanh Tiếp Thị trường Đại Học Solvay Bỉ TP.HCM Hiện thực đề tài khảo sát “Nhân viên văn phòng có sẵn sàng bỏ 10 phút để chơi game online lúc thư giãn không?” Trong khảo sát này, quan điểm, thái độ hay sai mà tất thông tin hữu ích Do vậy, mong nhận cộng tác chân tình bạn Chúng mong bạn bỏ chút thời gian trả lời câu hỏi cách đánh dấu X vào ô với tình trạng suy nghĩ bạn  Tên bạn: ……………………………… Giới tính: Bạn có chơi Game Online(GO) chưa? a Chưa b Đã chơi GO bạn chơi gì?(bạn nêu ra): Bạn có biết game online VTC? a Không thích b Ghét c Không biết d Biết thích e Sẵn sàng chơi GO VTC Giả sử bạn chơi game, theo bạn mục đích bạn gì? (1 không , chút, dzị, ừh rồ; xin vui lòng khoanh tròn vào số tương ứng) a Thư giãn b Giao lưu c Khác (nêu cụ thể) ………… Thời điểm chơi game để thư giãn theo bạn thích hợp (Xếp theo mức độ ưu tiên: 1: ưu tiên … ưu tiên nhất; đánh số vào trước chữ câu trả lời) a Rãnh b Làm việc mệt mỏi muốn chơi game giải trí c Cuối tuần có người rủ chơi d Lý khác: …………………… Trang 1/2 Thời lượng chơi mini game online theo bạn hợp lý? ( Bạn chọn nhiều câu trả lời số câu dưới) a 10 phút nghỉ trưa b 10 phút làm việc c Tranh thủ buổi sáng d Tranh thủ buổi chiều e Tranh thủ buổi tối f Giờ được, muốn chơi g Lựa chọn khác: ……………… Thể lọai GO bạn muốn chơi? ( chọn 2-3 chỗ bạn bạn phân vân chọn vị trí bạn thích cách đánh số phía sau): a b c d e f g h GO dân gian Việt Nam Đánh Vui Tư Quản lý, chăm sóc Đánh Cá cược Ý kiến khác Mô tả… Bạn giới thiệu bạn bè chơi chứ? a Không b Có Bạn có ý kiến khác để góp ý không Chân thành cảm ơn Bạn dành thời gian trả lời bảng khảo sát ý kiến Chúc Bạn gia đình dồi sức khoẻ đạt nhiều thành công công việc sống Trang 2/2 Appendix Reference http://vi.wikipedia.org/wiki/VinaGame Philip Kotler and Kelvin Lane Keller (13th Edition) Marketing Management, Pearson Internatinal Edition O.C Ferrell and Micheal D Hartline (4th Edition) Marketing Strategy, Thompson South – Western Exhibits Survey: Are Officer willing to spend 10 minutes playing games for relaxing? What’s your Name: ……………………………… Sex: Have you ever played Game online? a not yet b already Which GO have you played?(please listing): ………… Do you know VTC game online? a Don’t like b Hate c No d Know and like e Ready to play GO of VTC If playing game, follow you what is the purpose? (1 No , a litle, right, 4very true; please circle the appropriate number) a Relax b Exchange c Else (detail) ………… When are you most appropriate for relaxing by playing games? (In order of preference: 1: highest priority at most priorities; numbered letters in front of each answer) a Free b Tired and want to play GO for relaxing c Weekend, my friends call me to play d Else: …………………… According to you, which time you play GO is favourite? (You can choose multiple answers) a b c d e f g 10 minutes lunch break 10 minutes working time Morning Evening Night no matter what time Else: ……………… Which games you want to play ? (you can choose or lines if you're wondering, and you choose your favorite answer by typing number behind): a b c d e f g h Vietnam Folk game Fighting Funny Thinking Management, Take care Playing card Bet Other description… Do you want to invite your friend playing game together? a Agree b Disagree Any ideas Do you want to comment? 2 Levels of Game: Level Name Marks Win Numbers Mới nhập cư 1-20 Trẻ ranh 21- 40 Nhi đồng 41 – 70 10 Thiếu niên 71 – 150 27 Thanh niên 151 – 300 50 Trung niên 301 – 3.000 900 Già làng 3.001 – 6.000 1.000 Bô lão 6001 – 10.000 1.333 Trưởng lão 10.001 – 15.000 1.667 10 Tiền bối > 15.001 > 1.667 Comment VCoin - Regulations choosing room type: Stt Name dept Current assets vcoin Item Phú ông vcoin >= 1.000 > 50 vcoin used Quản điền vcoin >=100 1.000< vcoin < 50.000 used Tá điền vcoin > 1.000< vcoin < 5.000 no Figure : MGO interface Budget: No Spending Unit Amount Price (VNĐ) Total (VNĐ) 19.000.000 đ Total cost (VTC z-one) Water person 200 25.000đ 5.000.000 đ Sound, light, projector, internet cable times 2.000.000 đ 2.000.000 đ Hire PG Person 250.000 đ 500.000 đ Standy production thing 100.000 đ 300.000 đ produce horizon banner thing 100.000 đ 100.000 đ Singer times 3.000.000 đ 3.000.000 đ Computer cost machine 10 200.000 đ 2.000.000 đ Comment Water card Người MC cost Reporter cost 10 Leaf let cost Offline 11 Sudden cost 1.000.000 đ unit paper 3.000 700 Activity game award cost 2.000.000 đ (PR dept make relationship) 2.100.000 Deliver at GC of 5, 3, 10, 11, Tân Bình districts 1.000.000 đ Award cost for sponsor paid(Châu Huỳnh Mai company) 11 1.000.000 đ times 10 50.000 đ 6.000.000 đ 500.000 đ Châu Huỳnh Mai sponsor Game card 10 Lucky draw cost 11 Friendly competition awards cost times 11 times 10 4.500.000 100.000 đ 4.500.000 đ 1.000.000 đ Châu Huỳnh Mai sponsor (3.500.000 đ + 10 card 100.000 đ) Châu Huỳnh Mai sponsor Game card 14 25.000.000 Total cost POSM attached Pull shirt thing 50 GDP VietNam: 2004 2005 2006 2007 2008 - Growth (%) - GDP 7,79 8,44 8,23 8,46 6,3 - argicuturalaquatic products 4,36 4,02 3,69 3,76 4,07 - Industry Construction 10,69 10,38 10,22 6,11 - Service 8,48 8,29 8,85 7,18 - Contribution in growth of GDP according to percentage - GDP 7,79 8,44 8,23 8,46 6,18 - argicuturalaquatic product 0,92 0,82 0,72 0,70 0,73 - Industry Construction 3,93 4,21 4,17 4,19 2,54 - Service 2,94 3,42 3,34 3,57 2,90 10,22 7,26 ... am writing to confirm that the project entitled: MARKETING PLAN FOR MINI GAME ONLINE OF VTC COMPANY IN HO CHI MINH CITY MARKET Prepared by Mr THAI HOANG TU Has satisfied the requirement for a... 3.5.4 Defense against threats 16 3.6.Collusion 16 NEW MARKETING PLAN FOR MINI GAME ONLINE OF VTC IN HOCHIMINH CITY MARKET 17 4.1.Positioning and Market Segmentation... opportunity for VTC which builds a marketing planning for MGO approach in HCM market Designing Marketing planning for this market will be a decision factor for market share and sales 10 minutes officer