HT Mobile _ Marketing Plan

8/9/2019 HT Mobile _ Marketing Plan

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Marketing Plan

Course: Marketing Principles _ MKTG 1205

Instructor: Mrs. Elizabeth Erasmus

Group 2 _ HED S4

Nguyen Minh Thu _ s3123858

Nguyen Thi Tram Anh _ s3123871

Truong Manh Quan _ s3132118Trinh Ngoc Khanh _ s3131854

Vu Ho Quang _ s3153777

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Table of content

Age pyramid of Vietnam population.............................................................................31Price list of advertising on TuoiTre newspaper.............................................................31

Television Advertising Price List..............................................................................32

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1.0Executive summary

Hanoi Telecom, established in 2001, is one of Vietnams leading service providers in

telecommunication, while Hutchinson Telecom is one of the largest of the same business

but in an international perspective. The two organizations are co-operating in an attempt

to take advantage of a promising Vietnamese market through the introduction of a new

CDMA2000-1X mobile network.

Hanoi Telecom was given the permit to produce CDMA services in 2003 and is now

aiming to become Vietnams number 1 provider of the service. At the same time,

Hutchinson Telecom has been exploiting several Asian markets such as India, Israel,

Ghana, and Indonesia; and now sees Vietnam as their next primary target. The two have

signed a 15 year-long contract in 2005 to bind their commitment and their new service

shall be introduced as HT Mobile.

In the overall mobile industry, the subscribers development has been growing by 30%

expectedly. By 2010 Vietnam would have 45% of its population as mobile service

subscribers. CDMA is the fastest-growing form of telecommunication, with the overall

increase of 61,700,000 subscribers all over the world. Specifically in Vietnam, only a

single CDMA provider existed before, but from 2006 the number has risen to 3. Vietnamis an extremely promising market with the economic growth second only to China in the

whole world, expected revenue of mobile service in Vietnam in 2007 amounts to 2 billion

USD.

At the moment, HT Mobile faces competition from 4 existing providers, with 3 GSM

providers (MobiFone, Vinaphone and Viettel) currently possessing 94% of the market,

and a fellow CDMA provider (S-Fone) taking up the remaining 6%. However, HT

Mobile aims to be the fastest growing and most preferred mobile communication service

in Vietnam. HT Mobile offers:

An advanced, world class CDMA network

Superior voice quality, matching that of landlines

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High-speed multimedia wireless broadband service

National coverage

To achieve its goal of most preferred service, HT Mobile is introducing discount

packages to produce stronger ties between friends and families such as unlimited free

calls and SMS between a circle of limited users. At the same time, they will work under a

customer-centered policy:

affordable and attractive tariff

flexible and fair

24hr/day customer service line

Sponsoring many charity events of Vietnam

To sum up, HT Mobile are proud to be introducing their Best Values: highly affordable

tariff, innovation, care and convenience as their primary principles in their attempt to

penetrate the Vietnam Telecommunication network.

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2.0Background

HT Mobile is the brand name of the mobile network which provided by two investors:

HanoiTelecommunications Joint Stock Company (HTC) and HutchisonTelecommunications under the CDMA2000 Business Cooperation Contract Project,

issued by the Ministry of Planning and Investment on February 4, 2005.

HT Mobile has a wide range of action including building, developing and operating

mobile network using CDMA2000 technology, providing voice services and other value

added services such as fax, data transmissions, international long-distance calls, Internet

access and local wireless services.

With the opening ceremony on January 15, 2007, HT Mobile officially joined the

Vietnam market and on the way to become the leader in providing telecommunications

service.

3.0 Situational Analysis

3.1 Market Share Analysis

Market Share - Vietnam's Mobile Operators

29%

30%

35%

6%

Viettel

Vinaphone

Mobifone

S-fone, E-vn, HT Mob

Figure 1 Vietnam's Mobile Market Share

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Until the end of October 2006, all GSM operators take the biggest shares of the market

up to 94%. CDMA operators only hold 6% of the pie.

Being the first two operators in Vietnam mobile market, Mobifone (1993) and Vinaphone

(1996) recently lead the market share with 35% and 30%.Viettel Mobile (29%) with its

promotion and lower price in compare with these two giants, also got a gigantic

development.

CDMA operators such as S-Fone, HT Mobile and EVN Telecom are quite new with

customers, therefore, their market share is still low. However, CDMA is a higher

technology than GSM, so it surely will have a bright future in Vietnam market.

3.2 Market Analysis

3.2.1 Macro Environment

Demographic: The Vietnamese population is about 80 million and 65%

are under 35. Vietnam is a potential market with a young population. HT

Mobile mostly focuses on young customers, so it has many good

opportunities to develop.

Economic: The economic growth rate of Vietnam in the last year was

8.17%, rank the second in the world, only after China. The average

income also increased from $600 in 2005 to $725 in 2006. The number of

unemployed in the city and the number of poor people decreased to 4.4%

and 19% respectively.

In the future mobile market (2010), Vietnam would have about 40 million

subscribers, the mobile service revenue in 2007 is expected to reach $2

billion.

Technological: CDMA2000 1x is a world-class advanced network, which

can bring a superior voice quality and excellent connectivity. Customers

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can access a high speed multi-media wireless broadband service with peak

data transfer rate up to 2.4 Mbps (30 times faster than GPRS). Until the

end of 2005, CDMA has been used in 73 countries with 203 million

subscribers and 159 operators.

Political: The Vietnamese Government has limited the number of mobile

operators was six, so HT Mobile is the last one. Consequently, HT Mobile

can have time to analyze the advantages and disadvantages of other

competitors in order to find the most appropriate promotion and pricing.

3.2.2 Micro Environment

Marketing Intermediaries: HT Mobile has the coverage network in64 cities and provinces; the number of showroom is also increasing

significantly. At the moment, HT Mobile is opening many new stores

in the big cities such as Hanoi and Ho Chi Minh to attract new

customers.

Customers: HT Mobile focus on the young people, they are a type of

consumer markets. In order to get the highest market share as soon aspossible, the company will provide an excellent service as well as

attractive promotion and pricing.

Competitors: There are five competitors in the market, three of them

are using GSM technology, the rest are using CDMA 800 (lower

technology than CDMA2000 1x). Vinaphone and Mobifone have

existed for over 10 years, while HT Mobile and EVN Telecom are

very new to customers.

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3.3 SWOT analysis

3.3.1 Strengths

The modern 3G technology : CDMA2000

Has the wide distribution network after 2 years of preparing.

The network coverage in 64 cities and provinces in Vietnam.

The investors experience and finance.

The young and enthusiastic employees and staffs.

The cheapest fee in compare with other competitors.

New services, for example, SMS Talk.

3.3.2 Weaknesses

HT Mobile is the new network provider the current market share is

low.

Using the CMDA technology customer must have a CMDA cell

phone, while most of Vietnamese customers are used to using GSM

phone.

3.3.3 Opportunities

The young population of Vietnam.

The low price.

No more new competitor.

3.3.4 Threats

The long lasting of other network providers such as Vinaphone and

Mobifone.

Low support from value added services providers.

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Internal

External

Strengths Weaknesses

Opportunities

(Use Strengths to take

advantage of Opportunities)

_ The wide distribution

network in 64 cities and

provinces can help HT Mobile

expand and gain its image.

_ The low price of packages

can attract the youngpopulation easier.

_ Advertise the new services,

for example, SMS talk (the

new way to transmit

information and express

emotion) to customers,

especially young generation.

(Take advantage of

Opportunities by overcoming

Weaknesses)

_ The advantage in technology

and no new competitions, HT

Mobile can slowly increase the

market share step by step.

_ Customers can purchase a newCDMA cell phone because of its

low price.

Threads

(Use Strengths to avoid

Threads)

_ Promote and advertise

through multi-media such as

TV, newspapers and magazine

to increase the interest of

customers.

_ Focus on the younggeneration with low price

package.

(Minimize Weaknesses and

avoid Threads)

_ Cooperate with value added

service providers to have the

same or even more support.

_ Sell low price CDMA cell

phone to encourage customers

switch to the new technology.

4.0Target market

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The market for mobile phone is large.The number of people is using mobile phone increa

se significantly; even 1 person can have 2 or more mobile phones. Currently, HT mobile t

argets some main segmentations:

Geographic: HT Mobile focuses on big cities in Vietnam: Hanoi, Ho Chi Minh

city, Hue, and Da Nang. These cities have developed economies, the living

standard is higher than other places; thus, people use mobile. There a potentail ma

rket to bring new kind of mobile service.

Demongraphic

o Age: HT mobile specially focus on youngsters who use mobile phone the

most. The age ranges from fifteen to tweenty five years old. Today, Vietna

mese young people are active so they want to reach the latest technology.

o Income:HT Mobile target the consummers have the income from 150$ per

month.

5.0 Product positioning

5.1 Positioning statement

To the consumers who want a qualified service with a cheap price, HT Mobilewill recently be their first choice. Our service provides customers an excellent call

performance and connectivity with make before break capability, as well as a

high speed multi-media wireless broadband service (HT Mobile, 2007). With a

mission of To be a customer-centered, HT Mobile is building a slogan Circle

of Friends to make a friendly-service.

5.2 Perceptual MapVietnam currently has 6 mobile service companies; according to what we find out

from Mr. Nguyen Manh Ha, marketing management of HT Mobile, it will be the

last mobile service in Vietnam.

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Table 1: Cost of mobile fee in Vietnam

Figure 2 Vietnam's Mobile Perceptual Map

Price High

Low

Quality

High

Low

HT MobileE-Vn

S-Phone

Viettel

MobiFone

Vinaphone

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6.0 Objective Statement

6.1 Market Objectives

Increase the market share about 5% -8% by the end of 2008.

Introduce new services and sorts of postage for customers' choices. Expand the stores and service-center to the lower economy areas.

Continue promoting to make the brand become familiar with consumers.

Increase the revenue to ....... by the end of year 2007 one year.

Import more new CDMA model cell phones for consumers' choices.

6.2 Financial Objectives

Increase the profit margin ...... by the end of year 2008. Heavily investing on advertising budget from 15% to 20% of the revenue

Invest on building and upgrading base stations.

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7.0 Marketing mix strategies

7.1 Product

HT mobile is an innovative service in Vietnam mobile market so people only has

a little awareness about it. Therefore, HT mobile needs to have a clarity product

strategy in order to compete with others.

Product quality: CDMA2000 1x is an new technology with absolutely

faster data transfer rate than GPRS, about 30 times. It shows the way to

satisfy consumer through a better quality mobile net. Thus, CDMA2000

1x is actually an advantages of HT mobile.

Figure 3 HT Mobiles Technology

Product feature: creating innovative features for HT mobile to be

differentiated is the key point to reach the objectives. However, features

do not always suit with consumer needs. Therefore, to reduce the failure

rate, it is necessary to take survey. In fact, HT mobile has applied Happy

Ring, Voice Mail, IDD/VoIP, and Internet Access services which are

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some basic services for a mobile net. In the future, it is expected to open

more services which adapt to the increasing in consumers need.

Table 2: Price Hunter to VAS Fan

Branding

o Name: HT mobile is the result of co-operating between Hanoi

Telecom Corporation and Hutchison Telecommunications

International Limited. Actually, HT Mobile might not make

sense to customers, but it is easy to remember. Nevertheless, for a

brand, easy to remember is the most important factor to attract

customers.

o Symbol

Figure 4 HT Mobile symbol

It is clearly to see that HT mobile is an absolutely new brand in the

mobile market. Building strong brand name is the first companysmission in the long-term strategy.

Product support service: consumer service is the major issue in product

strategy. Therefore, along with company strategy, HT mobile will pay

more on individual customer and treat them fairly.

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o Build a call center in line to improve the service after selling.

o Take the consumers awareness by:

- Send postcard to consumers in special events such as birthday,

Chirstmas and Tet Holiday.

- Describe the discount programs usually to consumers.

7.2 Price

List price

o Company realizes that it is hard to compete with others which have

been existed in the market for a long time and held a large market

share such as Mobifone, Vinaphone, and Viettel. Hence, HT

mobile would use technology as its advantage, CDMA; it tends to

use market penetration price strategy which means setting lower

price to attract a great number of buyers and large market share.

o Product mix pricing strategies:

VND 0.00

VND 20.00

VND 40.00

VND 60.00

VND 80.00

VND 100.00

VND 120.00

VND 140.00

VND 160.00

Mobifone Vinafone Viettel S-Fone EVN HT Mobil

Activation fee Monthl subscri t ion fee

Figure 5 Comparison of cost of using mobile in Vietnam

As the diagram shown, HT mobile has low price in Vietnam

mobile net. With competitive price, it also opened many mobile

packages such as: Prepaid with B-Easy, B-Saving, B-Data, and B-

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Smart; postpaid with B-Standard, B-Business, B-VIP and B-

Corporate which point to different group of consumers. In the

long-term strategy, each package fee will be decreased slightly.

Discounts

o Postpaid: reducing total fee for consumers who use large volumes.

For example: giving 250 minutes free/ month for B-Business

package to consumers.

o Prepaid: decreasing fee per minute and increasing card time.

Allowances: allow consumers to change the package within HT net

without any charge.

7.3 Promotion

Advertising

o Create an impressive advertising message in the next 3 months:

- The general message that HT mobile wants to bring to consumers

is not only the cheap price but also a good quality network.

- Obviously to see that advertisements focus on lifestyle andmusical attract more people, the youth especially.

- Use multi-media as the main advertisement tools such as TV,

Direct mail, Internet and magazine. For creating consciousness, we

decide to put advertising about 10 minutes each day at the golden

hours in some famous channels, game shows of television media.

Furthermore, outdoor advertising is another effective method,

particularly on the street, caf-shops and even outside of taxies andbuses.

Personal selling: identifying the biggest potential consumers as students.

o Hire students as part-time worker. Students usually know how to

build up a relationship and persuade other students.

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o Train sales-people to improve the efficiency.

Sales promotion

o Consumer promotion: mobile network is a special business, there

are some particular ways to motivate consumer in buying and

using the service:

- Price packs

- Within 950.000VND, consumer can buy a couple mobile phones

with 200.000VND in account and use freely in 6 months.

- Members in family use HT mobile together, the total fee will be

discounted 30% for each.

- A company can provide HT Mobile phones for its staff with 20%

discount for each.

- Contests, sweepstakes:

+ Organize a music contest for students only. The award

might be a trip to China in next year, 2008.

+ Open a sweepstake: consumers will receive a series

number each time they purchase a mobile card. The award

can be a mobile phone each month.

o Trade promotion:- Put posters on shops, restaurants and entertainment.

- To be sponsor for some programs such as student football

champion league and music activities.

o Business promotion: participating in any trade shows which relates

to mobile and information technology such as Expo exhibition, and

Vietnam strong brand name trade show.

o Design subsidies to motivate the sales promoting program.

Public relations

Public relationship (PR) not only builds a good relationship with consumers

but also takes care about companys image in the public. PR becomes an

important key for company to pass up images problems and achieve goals,

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especially for HT Mobile. To create a good public relationship, HT mobile is

going to be a sponsor of Vietnam Student Football League. Its advantages:

o The logo of HT Mobile will appear in each match.

o HT mobile appears on the Sport News of many media.

o There are numerous of speeches has arrived to build up company

image.

o Open special events such as football educational program and

game shows.

In the future, HT Mobile will focus on being a sponsor of sport and music

activities.

* Opening an emergency center to secure any trouble which relates to HT Mobile.

7.4 Place

Channels: creating a selling channel system which including:

o Sell directly to consumers by delivery service.

o Make deals with mobile card retailers.

o Sell phone card via the Internet.

o Allow consumers pay bills through Internet.

o Open some big departments of each province, big cities especially

such as Hanoi, DaNang, and Ho Chi Minh city.

Locations

o Build a few big departments at some central streets of four main

cities, also renting good positions in some buildings which are

inside cities.o The potential consumer of HT Mobile is student. Thus, HT will

open some stores in the area which around school and university.

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8.0 Action and Budget

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9.0 Control program

Being a newest mobile service in Vietnam, this early period is very important to HT

Mobile; therefore, in order to control the program and achieve the most effective and

efficiency goals, the top managers of the company need to review and check the business

performance regularly, basically one per month. There are some factors that should being

care:

Customers feedback: for service industry, customer is God; thus, by

collecting the consumers opinions about the products, the services as well

as the signal, the company can improve their business to bring the most

convenience to their customers.

Total costs: this moment is still an early stage of HT Mobile so the

company spends quite a lot of money on marketing and expanding their

stores. If the company can reduce some advertisements, for example, the

company can use newspapers, magazine or e-newspapers instead of TV

ads, the profit will increase. However, if continuing these marketing, the

cost will increase significantly, the managers then need to work effectively

to find the best solutions.

Number of postpaid and prepaid phone: HT Mobile is holding a verylittle market share, so if the company can increase the number of

customers using their phone and service, the market share will raise. The

company can develop their promotion program to attract more customers

in the short term, but not in a long term business.

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10.0 Reference

1) E-vn website, viewed on 5 May 2007, http://www.enet.vn/giacuoc_e-mobile.asp

2) Fong E.,2006, CDMA 2000 1X EVDO 092 Success Together.

3) General Statistics Office, 2006, Statistical Handbook of Vietnam, Statistical

publishing house

4) HT Mobile, 2007, Life is mobile.

5) HT Mobile website, viewed on 5 May 2007,

http://www.htmobile.com.vn/htmobile/htmls/index.php?tpl=info&mod=info&c=64

6) Lam M., 2007, Investing and developing.

7) Sfone website, viewed on 5 May 2007,

http://www.sfone.com.vn/webportal/tariffView01_vi.html?

menuId=44&pageNum=4&subNum=2&idxNum=021

8) Viettel website, viewed on 5 May 2007, http://www.vietel.com.vn/Detail.asp?

CartType=DV&idNews=70&idDetail=1557

9) Vinaphone website, viewed on 5 May 2007,

http://www.vinaphone.com.vn/inform.jsp?g=tariff&p=Tariff_Vinaphone

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http://www.enet.vn/giacuoc_e-mobile.asphttp://www.htmobile.com.vn/htmobile/htmls/index.php?tpl=info&mod=info&c=64http://www.sfone.com.vn/webportal/tariffView01_vi.html?menuId=44&pageNum=4&subNum=2&idxNum=021http://www.sfone.com.vn/webportal/tariffView01_vi.html?menuId=44&pageNum=4&subNum=2&idxNum=021http://www.vietel.com.vn/Detail.asp?CartType=DV&idNews=70&idDetail=1557http://www.vietel.com.vn/Detail.asp?CartType=DV&idNews=70&idDetail=1557http://www.vinaphone.com.vn/inform.jsp?g=tariff&p=Tariff_Vinaphonehttp://www.enet.vn/giacuoc_e-mobile.asphttp://www.htmobile.com.vn/htmobile/htmls/index.php?tpl=info&mod=info&c=64http://www.sfone.com.vn/webportal/tariffView01_vi.html?menuId=44&pageNum=4&subNum=2&idxNum=021http://www.sfone.com.vn/webportal/tariffView01_vi.html?menuId=44&pageNum=4&subNum=2&idxNum=021http://www.vietel.com.vn/Detail.asp?CartType=DV&idNews=70&idDetail=1557http://www.vietel.com.vn/Detail.asp?CartType=DV&idNews=70&idDetail=1557http://www.vinaphone.com.vn/inform.jsp?g=tariff&p=Tariff_Vinaphone


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11.0 Appendix

11.1 Appendix A

GDP Growth rate in Vietnam from 2003 to 2006

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11.2 Appendix B

E-Newspaper advertising price list

BO IN T GII TR HP DN NHT VIT NAMBO GI QUNG CO

V tr

M t n gi (VN/thng)

Kch thc

(pixels)C ch Trang ch

Trang chuynmc

Top Banner 468x60 C nh, chia s 3banner

35.000.000 20.000.000

Heart Banner 1 420x58 C nh, chia s 3banner

36.000.000 20.000.000


30.000.000 N/A


25.000.000 N/A


20.000.000 N/A

Large Logo 150x180 C nh chia s 2 40.000.000 20.000.000

Big Logo 1 150x125 C nh, chia s 2 25.000.000 17.000.000




Basic Logo 150x90 Ngu nhin, khng chias

8.000.000 3.500.000

Right Float 115x242 Trt, khng chia s 50.000.000 35.000.000

Left Float 115x242 Trt, khng chia s 50.000.000 30.000.000

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Great Banner 770x120 C nh, chia s 3banner

18.000.000 5.000.000

Pop Under 400x500 Khng chia s 3.000.000/ngy 1.000.000/ngy

Expanding Logo 728x90(120)

Chia s 3 Logo 5.000.000 /ngy

2.000.000/ ngy

Article banner: ( 400x80 pixels) V tr 1,2,3 Khng chia s di mi tin bi trn trangNgoisao.net

V tr n gi Ghi ch

Article banner trn tin l: 300.000 VN/01 tin Logo t di bi vit caNgoisao.net link n trang thng tin

qung co

Articial banner trn tin khung 15.000.000 VN / thng Tin khung gm 2 tin ni bt c cpnht lin tc trong ngy ( 5 tin/ngy)

Articial banner Tin ni bt 30.000.000 VN/ thng Mi ngy c 7 tin ni bt trn trangch v c cp nht lin tc (15 tin/

ngy)

Articial banner Tin chuyn mc 10.000.000 VN/ thng Lng cp nht trung bnh 2 bi/ngy

Cc khi nim :

- Expanding banner: Kch thc ln, ngang ton mn hnh (728x90 pixels),

khi di chut qua, s m rng gp i (728x120 pixels). Trn banner c cc nt:

+ Xem li: xem li qung co

+ Thu nh: thu nh kch thc thnh 728x60 pixels

+ M rng: m rng kch thc thnh 728x120 pixels

+ ng: ng qung co expanding

- Banner trt (Right float/Left float): Xut hin vi cc mn hnh xem

phn gii t 1024x768 pixels tr ln. Trt theo ni dung bo.

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- Ch chia s: Lun phin xut hin 03 cng ty cng mt v tr, mi

logo/banner xut hin 15 giy.

- Ch ngu nhin: Chuyn i v tr gia cc logo cng kch thc trn

trang.

Cc Quy nhchung:

- Gi trn cha bao gm thu VAT 10%

- Chi ph thit k

Logo/banner gif ng: 300.000 VN/logo;

Logo/banner flash: 2.000.000 5.000.000 VN/logo hoc banner

Trang thng tin: 500.000 VN/Trang di khng qu 02 trang A4.

- Qung co thi hn di 01 thng (tr pop-under) c tnh nh sau:

T 1 n 10 ngy : 50% gi nguyn thng



Yu cu k thut:

- Logo dng ha, GIF hoc flash- Qung co dng Banner c kch thc


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Top Banne(468x60

Left Float(115x242

Big Logo 1

(150x125

Large Logo(150x180

Left Float(115x242

Heart Banner(420x58

Big Logo 3(150x125

Small Logo(150x90

Heart Banner 3(420x58



pixels)

Great Banner(770x120

ExpandingLogo

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Article banner(logo di tinbi)(400x80 pixels)

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11.3 Appendix C

Age pyramid of Vietnam population

11.4 Appendix D

Price list of advertising on TuoiTre newspaper

Size 4 colors Black and white

Whole page 260mmx375mm 45,000,000 VND 32,000,000 VND

1/2 page 260mmx185mm 24,000,000 VND 17,000,000 VND





11.5 Appendix E

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Television Advertising Price List

Symbol Time DayPrice

10" 15" 20" 30"

KNH VTV1 : Hour A From 5h30 17h

A15h30-7h30

Mon - Sun 5.000.000 6.000.000 7.500.000 10.000.000

A27h30-9h30

Mon - Sun 3.500.000 4.200.000 5.250.000 7.000.000

A39h30-11h

Mon - Fri 3.500.000 4.200.000 5.250.000 7.000.000

A411h-12h

Mon - Sun 6.000.000 7.200.000 9.000.000 12.000.000

A512h -14h

In and outprogram

3.500.000 4.200.000 5.250.000 7.000.000

A6 14h-17h

In and outprogram

3.500.000 4.200.000 5.250.000 7.000.000

A7 9h -11h

In film time andSundayEntertainmentProgram

6.000.000 7.200.000 9.000.000 12.000.000

Hour B From 17h to 24h

B1 17h-18h Out film time 7.500.000 9.000.000 11.250.000 15.000.000

B2 17h-18h In time film 9.000.000 10.800.000 13.500.000 18.000.000

B3 Before 18h 7.500.000 9.000.000 11.250.000 15.000.000

B4 After 18h 7.500.000 9.000.000 11.250.000 15.000.000

B4.1Before NewsProgram 19h

9.000.000 10.800.000 13.500.000 18.000.000

B5 19h45 After News 24/7 12.500.000 15.000.000 18.750.000 25.000.000

B6.119h55-21h

In (Out)Program

11.000.000 13.200.000 16.500.000 22.000.000

B6.221h -22h

In (Out)Program

11.000.000 13.200.000 16.500.000 22.000.000

B7 22h-23hIn (Out)Program

10.000.000 12.000.000 15.000.000 20.000.000

B821h -23h

Before weekendfilm

14.000.000 16.000.000 21.000.000 28.000.000

B9 21h -23h In weekend film 15.000.000 18.000.000 22.500.000 30.000.000

B1020h -22h

Stage Program 5.000.000 6.000.000 7.500.000 10.000.000

B11 After 23h 2.500.000 3.000.000 3.750.000 5.000.000

KNH VTV3 :

Hour D 6h-10h Mon - Fri

D1 6h-8hIn (Out)Program

2.500.000 3.000.000 3.750.000 5.000.000

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2.500.000 3.000.000 3.750.000 5.000.000


2.500.000 3.000.000 3.750.000 5.000.000

D410h-11h55

In (Out)Program

2.500.000 3.000.000 3.750.000 5.000.000

6h -9h45 Sat & Sun


2.500.000 3.000.000 3.750.000 5.000.000


6.000.000 7.200.000 9.000.000 12.000.000

D7 9h-9h30In (Out)Program

8.000.000 9.600.000 12.000.000 16.000.000

Hour C

11h55-19h

Mon - Fri

C1

11h55-

14h

Out film and

entertainment 9.000.000 10.800.000 13.500.000 18.000.000

C2 12h-14hIn film andentertainment

11.000.000 13.200.000 16.500.000 22.000.000

C3.1 14h-17hIn (Out)Program

6.500.000 7.800.000 9.750.000 13.000.000

C3.214h-17h30

In (Out)ChildrenProgram (wholeweek)

11.000.000 13.200.000 16.500.000 22.000.000

C4.1 17h-19hOut film andentertainment(whole week)

11.000.000 13.200.000 16.500.000 22.000.000

C4.2 17h-19hOut film andentertainment(whole week

13.000.000 15.600.000 19.500.000 26.000.000

C4.3 17h-19hBefore NewsProgram 19h

14.000.000 16.800.000 21.000.000 28.000.000

9h30 -

18h Sat & Sun

C59h30-12h

Outentertainmentprogram

13.000.000 15.600.000 19.500.000 26.000.000

C6.19h30-12h

Inentertainmentprogram

17.000.000 20.400.000 25.500.000 34.000.000

C712h-

13h30

Outentertainmentprogram

14.000.000 16.800.000 21.000.000 28.000.000

C812h-

13h30In CNKD, ONCN 16.000.000 19.200.000 24.000.000 32.000.000

C913h30-17h

In otherprograms

10.000.000 12.000.000 15.000.000 20.000.000

C10In film VNCN,ACT7

10.000.000 12.000.000 15.000.000 20.000.000

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19h45 -23h

Every evening

C11 19h40Between BTDBTT and 24/7

27.500.000 33.000.000 41.500.000 55.000.000

C12 19h45 After BT 24/7 18.000.000 21.600.000 27.000.000 36.000.000

C13

19h50-

21h10

In Film and

Entertainment 1 16.000.000 19.000.000 24.000.000 32.000.000

C1419h50-21h10

Out film andEntertainment 1

18.000.000 21.600.000 27.000.000 36.000.000

C13A19h50-21h10

Out CTALTP,HCG,TCAN

18.000.000 21.600.000 27.000.000 36.000.000

C14A19h50-21h10

In CTALTP,HCG,TCAN

26.000.000 31.500.000 39.000.000 52.500.000

C1521h-22h

Out Film andEntertainment 2

14.000.000 16.800.000 21.000.000 28.000.000

C1621h10-

22h10

In Film and

Entertainment 215.000.000 18.000.000 22.500.000 30.000.000

C1722h10-23h

In (Out) otherprograms

12.500.000 15.000.000 18.750.000 25.000.000

C18 After 23h 5.850.000 7.020.000 8.775.000 11.700.000

Hour F VTV2: (06h-24h) 2.500.000 3.000.000 3.750.000 5.000.000

Hour E VTV4: (0h-8h) 1.250.000 1.500.000 1.875.000 2.500.000

(Source: Information from the website of Advertising and Service Centre)

34
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35/37

11.6 Appendix F

Cost list of HT Mobiles service

1. Package ( 10% VAT including)

35


36/37

Packag

e

Registr

ation

fee

(VND)

Subscript

ion fee

(VND)

Voice call

(VND/minute)

SMS

(VND/SMS

) Note

On-netOff-

net

On-

net

Off-

net

RUIM fee: 18.000 VND/RUIM

Prepaid

- Customers control their

account

- No contract, no

registration fee.

B-Easy 0 0 1.5002.10

0300 300

- If dont call, account

will not be deducted.

- Suitable for those who

use mobile phone under

130.000 vnd/month

B-

Saving0

1.500

vnd/day1000

1.30

0300 300

- Low tariff


use mobile phone from

130.000 to 300.000

vnd/month

B-Data 0

20.000

vnd/mon

th

NA 300 300

- Access Internet: only

2vnd/Kb


want to access internetanytime, anywhere

B-

Smart

020.000

vnd/mon

th

1.500

(Monday to

Friday) 2.10

00 300

- Free on-net SMS

everyday

- Free on-net voice call

whole Saturday and

Sunday0

(T7,CN)

Postpaid

B-

Standa

rd

100.00

0

50.000

vnd/mon

th

1.0001.30

0300 300


use mobile phone

frequently from 130.000

to 300.000 vnd /month

B-Busine

100.00 300.000vnd/mon

9001.20

0

300 300

- Free250

minutes/month

(including on-net and

off-net)

36


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Documents

HT Mobile _ Marketing Plan