DaNang University of economic University of TOWSON

The

Report proposal
Marketing campaign and custumers behaviour about 3G service of MobiFone

Subject teacher: Mr.Aung Student: Hoai Sa &Quoc Viet Class: TUD09 Da Nang, May, 2010

Da Nang University of Economics Towson University Degree Programme English for Academic Purposes

The Report proposal Topic: Marketing campaign and customers behaviour about 3G services of Mobifone.

By: Le Nguyen Quoc Viet and

Huynh Nguyen Hoai Sa

TUD-09

May, 2010 Da Nang

Da Nang University of Economics Towson University Degree Programme

Table of Contents

Table of Contents.........................................................................1 Chapter I. Introduction:...............................................................2

1.1.MobiFones history.......................................................................................2 1.2.Objectives to develop 3G..............................................................................2 1.3.What is 3G?...................................................................................................2

Chapter II. Literature Review:...................................................12 Chapter III. Methodology:.........................................................13 Chapter IV. Research Findings:.................................................18 Chapter V. Conclusion:.............................................................19 Appendixes................................................................................20 References.................................................................................21

Da Nang University of Economics Towson University Degree Programme

Chapter I. Introduction:

Research background
MobiFone Company, 3G product and 3G Services. 1.1. MobiFones history
Vietnam Mobile Telecom Servies Company - VMS, a state-owend 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 telephone.

1.2. Objectives to develop 3G

Achieving significantly higher transmission speed capability, encompassing circuitand packet- switched networks as well as support of multimedia services. Higher spectral efficiency and overall cost improvement by utilizing advanced technologies. Maximizing the commonality by radio interfaces for multiple operating environments. Compatibility of services within IMT-2000 and fixed networks.

1.3. What is 3G?

The third Generation of Telecommunication hardware standards and general technology for mobile networking, superseding 2.5G. 3G networks enable network operations to offer users services like wide-area wireless voice telephone, video calls, and broadband wireless data, all in mobile environment. Provides data rates up to 14.4 Mbps on the downlink and 5.8 Mbps on the uplink. Based on the International Telecommunication Union (ITU) family of standards under the IMT-2000.

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An organization called 3G Generation Partnership Project (3GGPP) has continued work by defining a mobile system that fulfills the IMT-2000 standard. This system is called Universal Mobile Telecommunications System (UMTS).

1.4. Features of 3G
For the customers: Video streaming, TV broadcast Video calls, video clips- news, music, sports Enhanced gaming, chat, location services For business: High speed teleworking/ VPN access Sales force automation Video conferencing Real-time financial information

1.5. 3G services
1.

Video call

What is Video Call?

Video Call is IMAGE TELEPHONE. That helps MobiFone customers see

each others face while making calls through a camera on handset.

2.

Mobile internet

What is Mobile Internet?

Mobile Internet allows customers connect internet on mobile phone via

GPRS/EDGE/3G of MobiFone operator.

3.

Fast connect

What is Fast Connect?

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Fast Connect allows customers access mobile broadband and send

outgoing text in MobiFone coverage via GPRS/EDGE/3G internet devices.

4.

Mobile TV

What is Mobile TV?

Mobile TV service allows MobiFone customers watch live local and

international television programs and/or on demand (archives of television programs, video clips, films, music) and/or send contents to other mobile phone subscribers.
5.

Warp portal

What is WAP Portal? 3G Wap Portal provides customers a world of news, information, sports,

business and entertainments such as Mobile TV, music, chat with stars. Furthermore, customers can look for dictionaries and online utilities services.

1.6. The Marketing Campaign. Some information of marketing campaign from Mobifone.

At afternoon 8/13/2009, MobiFone had officially received 3G licenses from

the Ministry of Information and Communications. According to the commitments in the recruitment profile, MobiFone will cover 100% urban population of 63 eastern provinces and cities nationwide after three months after receiving the official license.

After that, in 15/12/2009, MobiFone stalemated open 3G services and

registration using for customers. From 24-26/12/2009, MobiFone with the help of Nokia, the organization were opened many points directly promote 3G services in office buildings and large shopping malls in Hanoi and Ho Chi Minh. Specifically, on 26.12,
MobiFone also held at the foot of the tower Gala 3G MobiFone Vincom (191 Ba Trieu, Hanoi) and the front yard of Hoa Binh Theatre (No. 14 Road 3 / 2, Ho Chi Minh City)

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In the central region of the country, MobiFone also created many booths to

advertising. The subscribers would have chance have a 3G mobile phone when registration in there.

daily.

Current, the advertisement about 3G appears frequently on TV and Newspaper

After this advertises campaign, MobiFone published have more than 100.000 customers registration. Until today, they published have more than 6 millions customers use 3G services daily. (From MobiFone reports) Beside, Mobifone was shake hands with Nokia to provide cheap 3G mobiles phone for customers.

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Research objectives The Marketing Campaign of MobiFone and Customers Behavior.

2.1 The marketing campaign. Our target goal
To find out the affect of marketing campaign to customers market. How the marketing campaign of MobiFone affect to customers and result

of the last marketing campaign. To find out the marketing campaign of MobiFone in past and future. What the MobiFone want do to in the future and compare with the past

marketing to show the difficult strategy in To find out the target of MobiFones marketing campaign in future nearly. Current, when other companies focus to the high income customers like

designer, business man; MobiFone was focus to the normal customers like students, teachers and workers...

2.2

The Customers behavior. Our target goal

Find out level of customers knowledge for 3G services.

How many percent of customers really know about 3G and 3G

services of MobiFone, and what is the not understood of almost customers.

Discuss about the customers comment on 3G services. Find out and discuss about 3G services with customers. Thinking of

customers about 3G services Find out customer suggestions for MobiFone. What is the thing MobiFone should change in the customers viewpoint.

Customer requirements about 3G services for MobiFone. 6

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What is customers want when using 3G services of MobiFone and what is

they want to make they choose MobiFone.

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Research questions
For marketing campaign
o How the marketing campaign affect of MobiFone to customers market? o What would MobiFone do to marketing for 3G? o What do MobiFone want with their marketing campaign? o What do customers thinks about 3G services of MobiFone? o Why the customers choose the 3G services of MobiFone? o What are the customers requirements for 3G services? o What is MobiFone need change to meet customers requirements?

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Research limitations
When do this project, we have some difficult like: Resources: Did not have book, journal about the marketing campaign of

MobiFone for 3G. Did not have a report or any book about customers behavior of 3G services.
Time: We do not have enough time to find out the customers behavior on using 3G services. Addition, the 3G services is new technology so we can not test the 3G services. Place: Current, MobiFone still focus on development the 3G services in HCM city and HN city, the services in DN city still weak, not really development. Financial: we do not have enough money to buy the 3G mobile and pay for 3G services.

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Research Plan
Task Brainstorm the topic details We brainstormed about the 3G services to discuss the topic We went to the regional center of MobiFone and searched from the internet, report to find the information We used the information for preparing the introduction of our project By Sa and Viet Date 18th 20th May, 2010

Find information:

Sa

21st May,2010

Prepare Introduction Finalize the Research Report Proposal Prepare presentation Conduct presentation Design a questionnaire form Distribute it to 40 respondents Record our data in Excel

Sa and Viet Sa and Viet

22nd 26hMay,2010 27th 28th May,2010 28th-30th May, 2010 31st May,2010 1st- 3rd June,2010

We prepare presentation using power point. We used MS PowerPoint to present From the objectives of the project, we design the questionnaire. Go to school, super market to get information. We use SPSS to produce the data

Sa and Viet Sa and Viet Sa and Viet

Sa and Viet Viet

4th 8th June,2010 9th 10th June,2010

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Analyze the data in Report. Provide summaries, conclusion and recommendations in the final report. by showing the slides in Power Point

We analyze the data Conduct presentation.

Sa and Viet Sa and Viet

12th 17th June,2010 18th June,2010

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Chapter II. Literature Review:

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Da Nang University of Economics Towson University Degree Programme English for Academic Purposes

Chapter III. Methodology:

Our research was conducted by questionnaires to find out the affect of marketing campaign of 3G services to customers market in the past and in present, so we find out the target of MobiFones campaign in the future nearly. There are 30 questionnaire in this survey, a random customers will answer 13 question on the questionnaire include opened and closed questions. No personal information was collected and completely voluntary customers. We use statistic methods to analyze data and evaluate the results

3.1

Population

The population in the research is all customers using 3G services of MobiFone in Vietnam.

3.2

Sample size

The research was carried out by 40 respondents using 3G services of MobiFone in Vietnam to know how they assess about 3G services.

3.3

Sampling method

Forty random customers using 3G services of MobiFone on the campus and strangers in Vietnam were invited to answer the questionnaires on Tuesday June 4th, 2010.

3.4

Data analysis method

The statistical method were analyzed by computer tabulation. Addition, percentages and diagrams such as pie graphs, bar charts, or table were used by Microsoft Office Excel and Microsoft Office Word to analyze the data in order to make a reliable estimate of customers behavior on using 3G services.

3.5

Data collection method

The survey method was chosen. Collection of these databases was followed by face to face interview with a stratified random sample, using a detail semi-structured questionnaire devised in consultation. The research was conducted with approximately random numbers of male and female customers and indiscriminate ages. 13

Da Nang University of Economics Towson University Degree Programme English for Academic Purposes

3.6

Data collection tool.

Questionnaire about customers behavior on using 3G services of MobiFone.

Thank you for your help in the collection about customers behavior on using 3G services of MobiFone. If you have any questions regarding the completion of this questionnaire please contact Viet or Sha, TUD09 class by phone 0905888899/ 0984849595 or email Tud09class@gmail.com. 1. What is your sex: Male 2. What is your age? Under 20 Over 30 3. How much is your total income a month? Under 2 million VND Over 5 million VND Between 2 million and 5 million VND Between 20 and 30 Female

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4. How do you know about 3G services MobiFone? Magazines and newspapers Internet Other: Television Friends

..............................................................................................................................

5. How long have you use the 3G service? Over 5 months Under 2 months 6. Why did you choose the 3G services of MobiFone? The quality of service The serve style of staff Price Allowing to movement 2 months to 5 months

Other: ................................................................................................................................. 7. What do you thinks about 3Gs price? Very chip Normal Very expensive 8. Do you think 3G services of MobiFone is a right choice with you? Yes No Chip Expensive

Other: ................................................................................................................................. 9. What do you think is the strong point of 3G when compare with other system? .......................................................................................................................................

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10. What do you think is the defect of 3G when compare with other system? .......................................................................................................................................

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11. What is your estimate about 3G services of MobiFone? (use X to make your choice) assessment service Very good Good Quiet good Normal Not good Very bad Not use

Video call Mobile internet Fast connect Mobile TV Wap portal

12. How is your satisfied level about the 3G? Very unsatisfied Normal Satisfy unsatisfied Quiet good Very satisfied

13. Do you have any idea to MobiFone for develop the 3G services? ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. .............................................................................................................................................

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Chapter IV. Research Findings:

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Chapter V. Conclusion:
Work Count: 0

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Appendixes

20

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References

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