BRAND VALUATION & MARCOM PLANNING .MOBIFONE

Everytime - Everywhere.


BACKGROUND.

Mobifone is one of the three major telecommunication companies in Vietnam. In 2015, Mobifone expanded into a multidisciplinary group with 4 main business sectors: Telecommunication - Information Technology - Radio - Retail & distribution. A communication strategy of both Brand and Product  is needed to:Hợp nhất và duy trì vị trí số 2 trong ngành:

•  Consolidate and maintain the No. 2 position in the industry:
 
•  Promote the brand as a multi-service corporation.
 
•  Enhance communication efforts to support sales programs and promotional campaigns.

SOLUTIONS.

We formulate strategies and plans base on  04 main factors:

•  Develop a 360-degree communication strategy to increase brand awareness on a large scale.
 
•  Develop promotions and sales campaigns (differentiated and consistent between businesses and markets).
 
•  Brand reputation management and communication crisis management.
 
•  Conduct Brand valuation and Brand Strength analysis to determine the future growth potential of Vietnamese telecommunications brands.

BRAND COMMUNICATION STRATEGIES.

•  Developing thematic TVC: Introducing 04 business activities of the brand with the participation celebrity endorsement - Minh Hang.
 
•  Standardize multi-channel brand images: Update the interface and UX of the website, build a billboard system and brand identity.
 
•  Develop communication platform via Facebook fanpage, MobiRadio program ...

BRAND COMMUNICATION STRATEGIES.

Event/ Activation

•  Corporate brand communication and events.
 
•  CSR activities.
 
•  MobiFone football tournament.
 
•  Sponsorship event (Swan Lake).
 

CSR event

•  Labour community: Sponsor transportation to come back  home for the Lunar New Year, 'Green Connection' Newsletter, the program broadcasts happiness 365 days.
 
•  Farmers community: Chapi, Ba Khia, Song Hong Newsletter ...
 
•  Student community: mtrend music competition.
 
•  Entrepreneur community: Conference with Apple co-founder Steve Wozniak.
 
•  Community office staff: Khu8 forum.

MARCOM STRATEGY & PLANNING.

•  Product and sales communications plan develop 4 major marketing campaigns according to the sales program TVC production for Mobifone products and services: 3G, Vimo, MobiFone NextExecute a comprehensive customer service program: Care360 - the largest customer service campaign in the market.
 
•  Important creative design for products - sales program: Vimo, MobiFone 3G, 360 Care, ...

RESULTS.

ABOUT THE BRAND:

•  MobiFone maintains its No. 2 position in being one of the largest telecom companies in Vietnam.
 
•  MobiFone brand equity capital increased by 5%.
 
•  Maintain the status as a Network Operator with the best customer service.
 

ABOUT THE RETAIL STORES & CUSTOMER SERVICES

•  Modernised images of MobiFone.
 
•  Total revenue increased by 10%, market share increased by 5%, 4 big marketing campaigns contributed to increasing revenue by 20% compared to smaller campaigns.

RESULTS.

Through the valuation process, Mobifone is valued at US $ 391 million, ranking No. 2 in Vietnam Telecom Brands and No. 17 in Southeast Asia.

The project also helped Mobifone to gain a more comprehensive picture of the brand value and implement actions to enhance this value in a sustainable manner as proposed by Brand Finance - a strategic partner of Mibrand.a

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We achieve measurable results so you can make
calculated product decisions.