EAP Final Exam Group 3

DaNang University of economicUniversity of TOWSON

TheReport proposal

Marketing campaign and custumers behaviour about 3G service of

MobiFone

Subject teacher: Mr.AungStudent: Hoai Sa &Quoc VietClass: 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



Table of Contents

Chapter I. Introduction:...............................................................2

Research background..............................................................................................21.1. MobiFone’s history....................................................................................21.2. Objectives to develop 3G...........................................................................21.3. What is 3G?................................................................................................21.4. Features of 3G............................................................................................31.5. 3G services..................................................................................................31.6. The Marketing Campaign.........................................................................4

Research objectives..................................................................................................62.1 The marketing campaign...........................................................................62.2 The Customers behavior............................................................................6

Research questions...................................................................................................8Research limitations................................................................................................9Research Plan.........................................................................................................10

Chapter II. Literature Review:...................................................12

Chapter III. Methodology:.........................................................13

3.1 Population.......................................................................................................133.2 Sample size......................................................................................................133.3 Sampling method............................................................................................133.4 Data analysis method.....................................................................................133.5 Data collection method..................................................................................133.6 Data collection tool.........................................................................................14

Chapter IV. Research Findings:.................................................17

Chapter V. Conclusion:.............................................................18

Appendixes................................................................................19

References.................................................................................20

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Chapter I. Introduction:

Research background

MobiFone Company, 3G product and 3G Services.

1.1. MobiFone’s 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 circuit-

and 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 other’s 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

W hat 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.

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

daily.

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.

5



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 MobiFone’s 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.

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

they want to make they choose MobiFone.

7



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 details By Date

Brainstorm the topicWe brainstormed about the 3G services to

discuss the topicSa and Viet 18th – 20th May, 2010

Find information:We went to the regional center of

MobiFone and searched from the internet, report to find the information

Sa 21st May,2010

Prepare IntroductionWe used the information for preparing the

introduction of our projectSa and Viet 22nd – 26hMay,2010

Finalize the Research Report Proposal

Sa and Viet 27th – 28th May,2010

Prepare presentation We prepare presentation using power point. Sa and Viet 28th-30th May, 2010

Conduct presentation We used MS PowerPoint to present Sa and Viet 31st May,2010

Design a questionnaire form

From the objectives of the project, we design the questionnaire.

Sa and Viet 1st- 3rd June,2010

Distribute it to 40 respondents

Go to school, super market to get information.

Sa and Viet 4th – 8th June,2010

Record our data in Excel We use SPSS to produce the data Viet 9th – 10th June,2010

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We analyze the dataAnalyze the data in Report. Provide

summaries, conclusion and recommendations in the final report.

Sa and Viet 12th – 17th June,2010

Conduct presentation. by showing the slides in Power Point Sa and Viet 18th June,2010

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Chapter II. Literature Review:

12

Da Nang University of EconomicsTowson University Degree Programme


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 MobiFone’s 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.

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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

[email protected].

1. What is your sex:

Male Female

2. What is your age?

Under 20 Between 20 and 30

Over 30

3. How much is your total income a month?

Under 2 million VND Between 2 million

Over 5 million VND and 5 million VND

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mailto:[email protected]



4. How do you know about 3G services MobiFone?

Magazines and newspapers Television

Internet Friends

Other: ..............................................................................................................................

5. How long have you use the 3G service?

Over 5 months 2 months to 5 months

Under 2 months

6. Why did you choose the 3G services of MobiFone?

The quality of service Price

The serve style of staff Allowing to movement

Other: .................................................................................................................................

7. What do you thinks about 3G’s price?

Very chip Chip

Normal Expensive

Very expensive

8. Do you think 3G services of MobiFone is a right choice with you?

Yes No

Other: .................................................................................................................................

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

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

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

serviceVery

goodGood

Quiet

goodNormal

Not

goodVery bad Not use

Video call

Mobile internet

Fast connect

Mobile TV

Wap portal

12. How is your satisfied level about the 3G?

Very unsatisfied unsatisfied

Normal Quiet good

Satisfy 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

18



Appendixes

19



References

20

Documents

EAP Final Exam Group 3