“The marketing mix srategy of Viettel’s prepaid package”
Today, cell phone is an indispensible appliance in our life because of its benefits like communicating with other people everywhere easily, updating information quickly... . That why the demand for cell phone has been increasing worldwide day by day. As that result, more and more network systems for cell phone have been developing rapidly in every country, including Vietnam. At present, there are many network providers joining in Vietnamnese market, both domestic and foreign companies. To sucess in this high competitive market of network, each provider must have its own strategy to attract customers. Viettel - a Vietnamese telecommunication company has a developed strongly network to provide more attractive prepaid packages , is a typical example. Since Viettel progressing the mobile – network service with the marketing mix strategy, it has achieved a particular sucess. Several researchers have studied different aspects of marketing mix. According to experience, Mc Carthy – the prominent marketer of America, introduces this method of marketing firstly in the world in 1960. Walter van Water Schoot and Chirtophe Van den Bulte (1992) relised the inherent negative definition of sales promotion of Mc Cathy’s 4P classification in marketing mix, then studied and presented an improved classification. Luke Althor (2010) found that the marketing mix involves the various aspects of marketing that can have an influence on sales and the effectiveness of your advertising strategies. We can increase our business profit if we understand how this makes works. There were many studies on marketing mix in foreign countries. Butfew works have been done on it in Vietnam. The objective of this research is to investigate the application of marketing mix in Vietnam by analyzing how Vietel has applied this strategy from 2006 until now.
This research was carried out around several districts such as district 7, 10, Phu Nhuan and Binh Thanh district ( Dist.), Ho Chi Minh City (HCMC). Instruments of this investigation were observation, questionaires and interview. The majority of subjects were people around the age 18 to 50 who currently are students, sim card - sellers and employees. Observations were performed at local simcard stores in Binh Thanh and Phu Nhuan Dist., HCMC; canteens and surrounded coffee shops of Huflit University, Dist.10, HCMC; A total of 200 questionnaires were delivered randomly to students of Huflit Universities, Dist.10, HCMC, and customers shopping at Parkson Paragon, Dist.7, HCMC. And an online version of this questionnaire was made under the help of Google Spreadsheet (spreadsheets.google.com) and was shared on the micro blog Twitter™ (twitter.com), the social network Facebook™ (www.facebook.com). All collected data was digitalized and statistics were made using Microsoft® Excel.
Observations were performed at local simcard stores in Binh Thanh and Phu Nhuan Dist., HCMC, and near the simcard vending machine in the school yard of Huflit University, Dist.10, HCMC in order to learn the volume of using Viettel network, the consumers’ attentions on Viettel, and their final buying decisions. The opinions of customers were collected by questionnaire. In the questionnaire, there are two main parts: personal information section and research information section. The personal information part was designed to collect some private information of interviewees: particularly age, gender, job and personal income. And the research information consists of 19 research questions: _ The purpose of questions 1 to 6 was designed to identify the customers’oppinions about many network suppliers in Vietnam; _ Questions 7 to 15 to find out the customers’ feelings about using Viettel and their loyality for it; _ And the question 16 to 19 aimed at the estimation of customers about Viettel.
I’m students of class KT0901 of International...
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