GROUP ASSIGNMENT REPORT

ANALYSIS OF MARKETING
PLAN OF VIETTEL
Lecturer: Doan Thi Thu Huong

GROUP 3
Team members:
 Pham Hoang Mai – HS160238
 Nguyen Thi Thuy Linh – HS160695
 Tran Vu Hoang – HS160296
 Nguyen Huy Hoang – HS160269
 Vu Minh Duc – HS160569
 Tran Minh Ngoc – HS160900

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 MKT 101 | MKT1609 | July 10, 2021

TABLE OF CONTENTS

I. Executive summary.........................................................................................3
II. Company description......................................................................................3
1. Company profile..........................................................................................3
2. From the values inside................................................................................4
3. Development strategy:................................................................................5
4. Organization chart......................................................................................6
5. Achievements...............................................................................................6
III. Situation analysis............................................................................................7
1. Company SWOT analysis..........................................................................7
2. Product/service SWOT analysis................................................................9
3. Competitive analysis.................................................................................10
4. Customer analysis.....................................................................................13
IV. Marketing analysis.......................................................................................14
1. Market and target customer....................................................................14
2. Differential/competitive advantage:........................................................15
3. Marketing objectives................................................................................16
4. Overall marketing strategy......................................................................17
a. Product strategies and description.......................................................17
b. Pricing strategy......................................................................................24
c. Promotion strategy................................................................................27
d. Distribution strategy..............................................................................29

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V. Recommendation...........................................................................................30

I. Executive summary
- In this report, we analyzed the outline of the marketing plan of Viettel Military
Telecommunications Group that has contributed to the success of this company.
Currently, Viettel is the most valuable brand in Vietnam, ranked No. 1 in
Southeast Asia, 9th in Asia and 28th out of 150 most valuable carriers in the world
with a brand value of 5.8 billion USD. USD. Viettel has become a model of a
state-owned enterprise accepting the market mechanism, doing business creatively
and effectively. Our content consists of 4 parts: executive summary, company
introduction, situational analysis, and marketing analysis.

II. Company description

1. Company profile 

Type: State-owned enterprise Founded: 1 June 1989

Headquarters: Hanoi, Vietnam Website: http://viettel.com.vn/vi
ISIN: VN000000VGI0 Industry: Telecommunication
Parent: Government of Vietnam Area served: Worldwide
Products: Fixed line telephony, Mobile Key people: Le Dang Dung -
telephony, Broadband, Digital television, Chairman
Internet television
Revenue: 251 trillion VND (2019) Services: General clinic,

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 investing, real estate
Net income: 39 trillion VND (2019) Number of employees: 50.000
(2018)
2. From the values inside
- SLOGAN: “Your way” 
- VISION: Pioneering in innovation and creation. Listening to and
understanding in order to serve the people.
- MISSION: With the mission of Creation for People, Viettel always
considers each customer as a person - a separate individual who needs to be
respected, cared for and listened to, understood and served separately. The
foundation for a thriving business is social. Viettel is also committed to
reinvesting in the society by linking production and business activities with
social activities, especially programs for health care, education and support
for the poor. 

- CORE VALUES:

 Value innovation
Innovation is new thinking about an old issue. Passive agreement means decline.
Doing things differently, respecting and honoring every idea, no matter where it
comes from. Building a creative environment that encourages innovation for both
customers and employees.
 Change is a norm
Competitive strength is based on rapid adaptability.
Considering changes to ensure adaptability is a norm. Thinking and managing
continuously to efficiently adjust strategies and operational structures.
 Discipline is a norm
Developing strict discipline, solidarity and acceptance of hardships while being
devoted to the work. Performing in a decisive, quick and thorough manner.
 The company is a second family.

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 Every employee has a role to play in developing this family. Respecting co-
workers including when involving the smallest of jobs. Do teamwork to promote
individual responsibility and engagement. Understand each member as an
indispensable part of the organisation.

 System thinking
Possessing a strategic vision and knowledge to master the the organisation’s
system. Fully understanding the roots of every issue. Professionalising every work
stage to ensure rapid development and sustainability. Simplifying complicated
problems.

- BUSINESS PHILOSOPHY

 Customers are cared as separate individuals: They listen to and try to

understand each customer so as to provide tailored services that most come up to
customer’s demands.
 Business development goes with social responsibility: As the development of
society is the foundation for business growth, companies should take action to
improve and develop the society in which they operate in.
 Human resources are the key to development: Each employee should be happy
and play a creative role; therefore, a good working environment is essential.

3. Development strategy:
The Group's strategy in the next period 2018 - 2030 is to maintain a growth
rate of 10-15%, become a global business technology group, and continue to
maintain its leading position in Vietnam. in Telecommunications and High-
Tech Industry, becoming the top 150 largest enterprises in the world by
2030, of which the top 10 is in Telecommunications and IT; Top 20 in
Electronics and Telecommunication Industry; Top 50 for Industry safety,
network security. Revenue structure of telecommunications and information
technology accounts for 55%; high-tech industry accounts for 25%,
investment in innovation and creativity 10% and traditional sector 10%. In
its phase 4 strategy, Viettel also determined to be at the forefront of the 4.0
revolution for the economy with a leading and pervasive role in technology,
services, business models, research and production. , product. Which focuses
on 4.0 projects for e-Government, education, agriculture, smart city, etc.

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 from the central level to the local level, to each area of life. Viettel also
continues to maintain the model of state-owned enterprises, taking on
difficult tasks with a national mission. 

4. Organization chart

5. Achievements
Currently, Viettel has invested in 10 foreign markets in 3 continents including
Asia, America and Africa. In 2018, Viettel achieved revenue of 10 billion USD

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 (234.5 trillion VND). Viettel is considered as one of the fastest growing
telecommunications companies in the world. In 2019, Viettel became one of
the Top 15 largest telecommunications companies in the world in terms of
subscribers and the Top 40 largest telecommunications companies in the world
in terms of revenue. Viettel's brand value was identified by Brand Finance as
$4.3 billion - in the Top 500 largest brands in the world, and the most valuable
brand in Vietnam. 

III. Situation analysis

1. Company SWOT analysis

STRENGTHS
 Stable financial: Is a trading company on post and telecommunication equipment

with a large amount of own capital and a stable financial situation. Have the

highest market share 54%

 Take a leading role in the field of telecommunication, nationwide network,

prioritized for development by the government.

 Viettel has the most extensive coverage area with 120,000base stations, serving

approximately 200 million calls and 500 million incoming and outgoing messages

per hour.

 The current staff of Viettel has high qualifications and extensive experience in

the field. Most of them are university graduates or specializing in

telecommunications with great responsibility and enthusiasm for the job.

 The company has many relationships with domestic and foreign customers in

the field of providing information, enabling the company to provide all kinds of

products, meeting customers’ demands. It is one of the conditions to enhance the

prestige that other units are not easy to achieve.

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WEAKNESSES

 Because of born later but develop fast include the price policy, attractive service
so that lead to the change frequency of the numbers of people use service from
Viettel.
 The management and administration have many military cultural features, so the
freedom of doing business and operating is limited. Management is very
commanding, so flexibility is not high. Governance is affected by non-business
factors such as national defense and security.  
 In addition, despite the investment to expand, the scale and network, in general,
have not met the current demand: resources, workforce, operations,...Those
lacking and difficulty some way influence the quality of the work.
 Some items and parts of operations are not effective, losses are incurred which
creates difficulty for Viettel when the environment is increasingly in fierce
competition. Competitors come after just focus on some products, give better price
thanks to expenses and costs savings.
 The warehouse is far away from the center so the transport a little bit difficult.
OPPORTUNITIES
 Chance to expand and succeed more in the future. Viettel quite successful when
expanding to Laos, Cambodia, Timor-Leste, Myanmar, Mozambique, Cameroon,
Burundi, and Tanzania.
 The industry has the opportunity to expand its business due to the growing
economy, the demand for mobile networks and the internet is still very high. Even
there are some places in Viet Nam that have not approached the internet.
 Income is higher and higher, high-end customer segment increases. They are
willing to pay for the internet because of their work. 
 The need for communication shows no signs of stopping because of job demand,
entertainment, studying, taking care of the family,...
 A huge workforce with high educated that improved the quality 
 The telecommunications industry is paid attention to development by the State.
With the strategy of accelerated development of industry sectors, the market is
expanded, demands for materials and equipment under the telecommunications
sector will increase. Like VNPT, the import of specialized posts is company basic
functions. This is a big advantage because it got the early investment in the
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 development of local industries, the marketing plan is more proactive. Sector and
network speed development is increasing well, which is a basic favorable
condition for company growth. The more construction is, the more demand for
equipment and suppliers is.
THREATS

 The mobile network market is becoming more and more saturated because
many networks in Vietnam, especially the two big Vinaphone and Mobiphone,
which lead to revenue can be reduced because of high competition.
 Seem that high-income customers live in a large city like Hanoi, Ho Chi Minh,...
are now stable so the demands will not increase. Viettel needs to change the
target customers to lower-income ones and build an appropriate business strategy. 
 Posts and Telecommunication industry is changing in the future because of new
technic and fastly development of world technology. This is also a chance and
challenge for the company.
 The company is operating with various state incentives, but the legal system set
forth by the state has not been agreed upon, although Telecommunications
Ordinance has been recently enacted, the decrease wrote lack details and
inconsistencies on the same issue creating many difficulties for the company.
Loopholes and inconsistencies in legislation, in regulations, prescribed by the state
in import and export activities, inconsistency between the provisions on taxation
create difficulties for the company. These problems need to be removed by the
State to create conditions for growing fast.
 Open borders for economic changes have developed to create favorable
conditions for the private sector to import goods with a large amount, tax evasion,
lower price leading to the loss of competitive advantage in the market.
2. Product/service SWOT analysis

STRENGTHS
 Viettel has stores nationwide, that make things easier for them to promote, sell,
provide their service for wide a large of customers.
 Diverse kinds of products for customers: application, smartphone, wireless
network, mobile recharge,... Customers can freely choose which service they want
at a good price.

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  Viettel provides good products and services quality. Before sales, products
have been checked and thoroughly evaluated. Sales staff always assist clients in
consulting, installation, freight, repair, and maintenance when required.
 The company has the strength in technology, so the product is improved
regularly.
 Offers a super attractive service plan. The price of mobile phones is cheap
compare to the market price.
WEAKNESSES
 Viettel’s mobile phone can only serve a small number of customers, mainly the
elderly and low-income people.
 Although there have been a lot of efforts to improve technology for smartphones,
it still not attracts and meets users' needs for features. The percentage of users
who use Viettel’s phone is small.
 3G, 4G was intermittent, unstable. 
  OPPORTUNITIES
 Have big opportunities both in and out of the country. Viettel has expanded to
another 11 countries and get successful results just only for a short period of time
in each country. This also a large step help Viettel go farther and bring their
products and services to any part of the world.
 Internet development is a chance to provide equipment and telematics services.
 Study from other companies and bring that knowledge to improve organization,
products, and services.
 Develop some applications help social in studying, working, health, reading,...
THREATS
 Industry competition must be reoriented due to the development of technology,
leading to the appearance of diverse and fast-growing substitute products such as
Zalo, Line, Viber,...
 Threaten by other technology devices of Apple, Samsung, Xiaomi, Oppo,...
 Competition among retailers like Đien may xanh, FPT shop, Media Mart,
Pico,...
 The demand for a variety of services and marketing methods is increasing because
consumers are sensitive to prices and promotional policies.

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  The problem of fake sims leads to virtual subscribers, loss of phone number
resources, many spam messages, fraudulent messages that make customers react
negatively due to the lax management system of the added services on SMS.
3. Competitive analysis
 Who are Viettel's competitors?
- The first task in any field is to determine who your competitors are.
Identifying the right competitors allows for accurate data comparison. You
will gain experience by observing the opponent's effective and ineffective
actions. Determined competition is an unavoidable issue in a market
economy, but it must ensure healthy competition and benefits for customers,
so Viettel has always been creative in business activities while maintaining
market integrity. Along with Viettel's strong development, social,
humanitarian, and charitable activities to help the poor and difficult cases are
always taken care of.
STRENGTHS: 
- First of all, from the perspective of network infrastructure: Now in addition
to the three big giants Viettel, Mobi and Vina, FPT. According to the
Information and Communication Technology White Paper (published in
September 2017), Viettel holds the dominant market share with 46.7% -
currently also the enterprise holding the dominant position in the market;
followed by MobiFone with 26.1% and VNPT (VinaPhone) with 22.2%
market share. Based on available data, Viettel is the largest operator with an
overwhelming market share, almost equal to the market share of MobiFone
and Vinaphone combined. 
 Viettel currently has the largest subscribers (about 70 million subscribers) and
owns a nationwide network infrastructure.
 MobiFone - (Co., Ltd. a member state ownership) owns 65,000 3G, 4G BTS
stations with about 40 million subscribers. However, MobiFone has the advantage
of being voted by customers to have the best and most professional customer care
quality among the carriers providing services in the market. In which, MobiFone is
highly appreciated in providing services in big cities and southern provinces.
Although MobiFone is facing certain problems, it is still a serious competitor of

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 Viettel.Specifically, MobiFone has announced a series of customer incentive
programs such as subsidized purchase prices, data incentives, and tariff incentives
roaming, offer movie packages and other utilities as well as implement customer
care policies for subscribers in general and subscribers who switch networks to
keep numbers to MobiFone...
 VinaPhone - (Vietnam Post and Telecommunications Group) currently has
about 74,000 3G, 4G BTS stations, with over 30 million mobile subscribers. In
terms of market share, VinaPhone is lower than Viettel and MobiFone, but
VinaPhone is the most "unpredictable" network. Because, in addition to the
advantage of nationwide network infrastructure, VinaPhone also has the strength
and support of VNPT Group in providing services, with high-speed and stable 3G
and 4G quality. , especially in big cities and urban areas. Recently, VinaPhone has
just strengthened 3G and 4G BTS stations for coastal provinces, serving fishermen
and tourists. In addition, after restructuring, VinaPhone's sales and sales team has
become more professional, following the market closely to make decisions to
compete fiercely with rivals. It is known that VinaPhone has a policy of
prioritizing customers to switch networks and keep numbers at 1,000 stores
nationwide…..
 FPT: Advantages of FPT fiber optic service.There are many different packages
for customers to choose from to suit their usage needs. Many attractive promotions
such as: monthly fee, discount, modem gift, etc. Good customer care mode,
attentive, dedicated and fast after-service support. With a dedicated technical
support team even after hours, Sundays and holidays. The network connection
speed is stable even when accessing domestic or foreign websites. The network
has high security, ensures the safety of user information and is not blocked from
accessing IP addresses. Dedicated advice on intranet solutions, wifi solutions for
cafes, restaurants, hotels, etc. Hi FPT application helps customers pay bills easily
and quickly and get 24/7 technical support.

WEAKNESS:

 Mobifone: Although it is the oldest mobile operator in Vietnam (born in 1993),

like other carriers, the promotion services and charges of this service plan are only
"even" like Viettel and VinaPhone.The weakness of this network operator lies in
the coverage, if considered in big cities alone, the MobiFone network is not
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 inferior to its competitors and even sometimes surpasses the opponent as in the
case of 4G speed matches in Hanoi. As for in rural and remote areas, the story
seems to be reversed, even the normal network services of MobiFone are facing
difficulties, while 3G services are quite intermittent and even in some places are
affected. Of course, MobiFone is not picky about customers in the city, but for
those who often access the mobile Internet and have the need to move frequently
to remote areas, they should consider choosing this career.
 Vinaphone: As the first mobile network with 100% capital and human resources
in Vietnam, established in 1996, Vinaphone has the advantage of "long-term
connection" with its loyal customers. But everything seems to still stop there, it
has been a long time since this operator has made a breakthrough in terms of
service plan and preferential policies for users. The fact that VinaPhone jumped
into the 4G race has more or less shown their efforts to keep customers, but the
biggest obstacle of this network operator is still the coverage that cannot match the
"king" Viettel. Even VinaPhone has to "pass" its brother MobiFone, both of these
networks almost use the same network infrastructure in some areas. VinaPhone
may still have its own loyal customer base, but what they need is to expand
Internet coverage to rural and remote areas, where customers need mobile Internet
access most of all.
 FPT: The new network infrastructure system is only being constructed in major
cities. For outlying and outlying areas... In the coming years, FPT Telecom will
complete the infrastructure. When a problem arises with the transmission line
cable, it will be more difficult to resolve because the optical cable is made of
crystal glass, which is difficult to solder and connect.
 Viettel: With the current Viettel service fees, this operator is no longer a "student's
network," but rather on par with VinaPhone and MobiFone. However, the pre-
positioned psychological barrier of "student carrier" will remain something that
this network operator must overcome, particularly for business customers.
4. Customer analysis
- Customer analysis or consumer analysis is the process of obtaining
information about consumers from market research such as consumer needs,
target markets, and relevant demographics. This information can be used in
market segmentation for the next steps of market research.

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 - Customers have many options in a market economy. For example: good
voice quality, nationwide coverage and high call success rate,
MobiFone,Vinaphone; Consider Viettel for a low-cost service plan with
extensive coverage.Viettel's slogan"Your way" always targets all types of
customers, from high-income to low-income. Viettel is always the first
choice of customers due to its nationwide coverage, from remote areas to
island borders.
 For low-income customers, mainly: students, students and low-
income employees.  This group of customers use the mobile phone
network mainly to communicate with family and friends because
they have to go to school away from home or work away from
home. In addition to using the communication function, this target
group also uses  utility services of the network such as : web , music
player , game download ... and other utility services. 
 Middle-income people are mainly workers, officials, and small
business people. This group often uses mobile networks to
communicate with colleagues, family and business partners.  This
group often uses prepaid packages of Daily, Tomato Economy.
 High-income people are mainly high-income merchants and
successful entrepreneurs.  This target group often uses mobile
networks to create business connections, exchange friends, relatives
and family.  This group often uses prepaid subscribers because they
have a high and stable income, so it seems that charging a card is a
bit inconvenient and unnecessary for them.
-  In addition to easy communication,Viettel also has other services to serve
the interests of customers such as money advance, money transfer between
subscribers, request to call back via 9119, music on hold, missed call
notification, GPRS and many other utilities in the market. In Vietnam, not
only Viettel Telecom is a distributor of mobile phone networks, but also
other mobile networks. Vinaphone, mobifone, S - fone These are the main
competitors that Viettel needs to overcome on the way to conquering the
Vietnamese market…

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 IV. Marketing analysis
1. Market and target customer
 Viettel is a Vietnamese multinational company. They are one of the
telecommunications enterprises with the largest number of customers in the world.
They are also the largest telecommunications service provider in their key market,
Vietnam. Currently, Viettel Telecom is the operator holding the largest market
share in the Vietnamese telecommunications service market.
 They also invest, operate and do business in 13 countries, stretching from Asia,
America, Africa with a market size of 270 million people, about 3 times as much
as the population of Vietnam.
 Besides telecommunications, Viettel also participates in the field of high-tech
manufacturing research and a number of other fields such as post, construction,
trade and import-export, IDC
 Their infamous slogan is “Your way”, showing that their customer can be anyone,
no matter who they are or what their social status is, everyone, in every country
can be their customer.

2. Differential/competitive advantage:
 As I have said in the first part, Viettel is the biggest integrated telecom operator in
Vietnam. Driven by its ambition to become a globally top-tier full-service carrier
that spans mobile, fixed and media services, Viettel aggressively seeks to attract
new users and launch new services domestically while also expanding the overseas
market through its international arm, Viettel Global. Viettel now has operations in
nine countries with a combined population of over 270 million. In countries such
as Cambodia, Laos and Mozambique, Viettel is already a market leader.
 Viettel adheres to the business philosophy of "putting customers at the center to
pursue harmonious and sustainable development". Accordingly, its brand building
is centered around respecting, serving, and listening to customers. Network service
quality is directly related to customer satisfaction. This is how the company
created their advantage in their homeland, Vietnam.
 The biggest advantage of Viettel lies in the mobile sector, where the operator
accounts for 46% of the domestic market. Viettel had found a way to tap its
strength in mobile services to develop fixed-line services through network
convergence.
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  While other businesses are satisfied with the concept of "anytime, anywhere",
Viettel has set itself the goal of 4 any (anytime, anywhere, anybody, any price) to
continue making efforts to bring mobile services to all Vietnamese people.
Community is clearly shown in this business goal of Viettel. Currently in the
Vietnam market, Viettel is the cheapest mobile telecommunications service
provider and that is their biggest advantage.
 In conclusion, Viettel's success has proven that selecting a less difficult market
segment with bold business ideas that stimulate the desire of the target group in
that market is the optimal principle to achieve good results in business.

3. Marketing objectives
- Marketing Objectives definition: Marketing Objectives should be based on
understanding the oganization’’s strengths and weaknesses, and the business
environment you operate in. In other words, marketing objectives are the
marketing strategies set in order to accomplish the overall objective of an
organization. Increase product recognition among targeted consumers, provide
information about product features, and reduce consumer reluctance to purchase
the product are all examples of marketing objectives for a corporation.
- When setting future marketing objectives, such as in a marketing plan, it is very
important to ensure that they are specific, measurable, actionable, relevant, time-
bound- or SMART for short. SMART is the tool that helps as a test or filter
which businesses often use to assess the quality of measures. SMART's definition
of Smart Insights is:
 Specific – Can the detail in the information sufficient to pinpoint problems or
opportunities? Is the objective sufficiently detailed to measure real-world
problems and opportunities?
For Example, you might set an objective of getting ten new customers.
 Measurable –  whatever your objective is, you need to be able to check whether
you have reached it or not when you review your plan
 Achievable – you must have the resources  you need to accomplish the objective.
The key resources are usually people and money.
 Realistic – targets should stretch you, not demotivate you because they are
unreasonable and seem to be out of reach.

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  Time-bound – you should set a deadline for accomplishing the objective. For
example, you might aim to get ten new customers within the next 12 months 
- The Marketing Objectives of Viettel:
 To strive to complete the goal of becoming a leading enterprise in creating a
digital society in Vietnam, reaching 100 trillion in service revenue by 2025,
Viettel Telecom has set a goal of maintaining its number one position in mobile
market share. mobile and fixed broadband in Vietnam, by 2025, broadband and
ultra-broadband Internet connections will cover 100% of households; transforming
Viettel Telecom into a digital telecommunications enterprise with the number 1
customer service and customer experience in Vietnam.
 At the same time, Viettel aims to be a pioneer in 5G technology, IoT and
infrastructures to meet development opportunities in the Industrial Revolution 4.0.
Completing the digital product and service ecosystem, bringing the proportion of
digital service revenue equivalent to that of network operators in the region and
the world. Focus on creating products and services; digitizing sales activities,
taking customers as the center; training a team of experts, managers with
international certificates in business, management, engineering and information
technology... Besides, building a strong and comprehensive corporation, modern
and effective model fruit; to lead and well organize the task of developing
production and business in peacetime and performing military and defense tasks,
ensuring communication when required.

4. Overall marketing strategy

a. Product strategies and description.
 Brand
- The brand vision is condensed from understanding customers' wishes and
Viettel's efforts to meet them.
- Viettel understands that customers always want to be listened to and cared
for as separate individuals. And Viettel will make efforts to creatively serve
those unique needs with the most sharing and understanding

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 - Slogan: Built with an open structure, the new slogan "Your way" helps
Viettel convey a message that encourages each person to be more creative
and express themselves, together creating better values for life. Besides, the

new slogan also shows the open message for many new digital services of
Viettel, not just telecommunications like the previous slogan,
- Logo: Viettel's new logo has the main color red with the meaning of
youth,desire, passion and dynamism. This is also a symbol of the national
flag color, national pride, strength and pioneering bravery of the Viettel
brand. In terms of design, the new logo removed the "double quotes’’
surrounding the word Viettel and developed into an electronic dialogue
frame to preserve the spirit of respect, listening and serving people as
separate individuals. This is also a way to show Viettel's transformation
from a telecommunications company to a digital service provider. The shape
of the logo is simplified and lowercase is used to show openness and
friendliness. 
 Product packaging strategy
- For marketing activities, the strategy on product packaging is to attract
customers' choices to meet the increasing requirements of customers on
product form when the level of wealth and purchasing power of consumers
more and more increasing, contributing to building the image of the
company and the brand, thereby developing and creating its own brand,
creating the ability and concept of product improvement, core service
improvement as well as having add additional services…

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  Product category strategy
- Mobie
As a company operating in many fields with an appropriate diversified
product line structure, it is able to compete in large domestic and foreign
markets. Therefore, the company has been researching to come up with a
product strategy suitable to customer tastes and market needs in terms of
age, personality, interests... This shows Viettel's efforts in product policies.
diversified products and packages, in the universalization of mobile services,
bringing opportunities to all Vietnamese people to use mobile services, in
accordance with Viettel's original operating principles.
            + Postpaid packages: Basic+, Family, Corporate, VIP,...

 VIP Package: Always different

Target users: Packages for high-income customers with many special incentives.
Benefits of using the package: Customers are free to deposit Roaming when
registering for a Roaming limit of less than 5 million VND; Postponement of
charge blocking time; Installed value-added services immediately when registering
for a package; Free first 200 minutes of domestic calls/month; Free first 100
domestic SMS/month; Free monthly subscription fee for MCA service; Registered
to use Data DVIP service package
Service fee: calling on Viettel network (Mobile, Fixed) 790 VND/minute; call
outside Viettel network (Mobile, Fixed) 890 VND/minute; Call the number 069,
charge 623 VND/minute; Call VSAT service number 300 VND/message; SMS
outside the domestic network 350 VND/message.
 Corporate Package: Economical solutions for business
Target users: (renamed from VPN package) is a postpaid package for businesses
and organizations with 5 or more postpaid subscribers of Viettel.
Benefits of using the package: Create a long-term connection between group
members with cheap intra-group calling rates, attractive discounts, economical
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 solutions for businesses, and the best customer care policy for customers.
enterprise
Service fee: Charge for on-net calls 890 VND/minute; The cost of calling outside
the network is 1090 VND/minute; Intranet texting fee is 300 VND/message; Out-
of-network texting fee is 350 VND/message; Intra-group calls 495 VND/minute. 
 Family Package
Target users: For family customers from 2 to 4 people using Viettel subscription.
Benefits of using the package: Free 115 minutes of group calls/subscriber. After
115 minutes, the charge will be 49.5 VND for the first 6 seconds + 82.5 VND for
the next 1s (Only applicable for free intra-group calls for postpaid mobile
subscribers using the Basic+ package with the Family group. Subscribers using the
OTHER package Basic+ package. Grouped Family group before June 19, 2015 is
still maintained as a Family member and directs the price for intra-group calls to
495 VND/p); Call rates to 02 landline numbers (including numbers) fixed wired
and wireless of all networks) pre-registered only 495 VND/minute; Enjoy all the
best value-added services and customer care.
Service fee: Charge for on-net calls 890 VND/minute; Charge for calling outside
the network is 1090 VND/minute; Intranet texting fee is 300 VND/message; Out-
of-network messaging fee is 350 VND/message; Other offers: Free 115 minutes of
intra-group calls/subscriber.

 Basic+ Package
Target users: for individual customers to use alone, not in groups (using fee over
150,000 VND / month)
Benefits of using the package: Payment at the end of each month, low call rates,
convenient payment via scratch cards, via Pay 199, via bank accounts, USSD (*
199 #), Bank Plus… many value-added services for postpaid subscribers such as
call blocking, call diverting, etc., and have the facility to gather points to join the
Loyalty program…
Service fee: Network call charge: 890 VND / minute; Exotic network value: 990
VND / minute; Network messaging content value: 300 VND / message; Out-of-
network message value: 350 VND / message

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  Prepaid Package: Tomato, Economy, Hi School, Student, Tourist,...

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 - Tomato Package: Mobile phones for everyone
Unlimited usage time, with zero monthly fee!
Tomato package is Viettel's most popular package, especially for the group  of
customers who want to use mobile phones but have little need to call, but mainly
listen. Unlimited usage time, with zero monthly fees. 
- Economic package: Friendly and economical
Simple, convenient and easy to use, Economy is the first rate of package, the most
convenient and easy to use of Viettel Mobile. Other with postpaid packages (Basic
+, Family) and prepaid packages, other packages, Economic package with low
cost, for individual customers who call a lot with usage under 150,000
VND/month
- Hi School Package- Viettel's new package for teenagers: Accompanying with
teenagers. 
The package is for teenagers aged 14-18. With the name Hi School, Viettel has
designed a new package for teenagers, this is a special offer for teenagers. Hi
School is also particularly attractive right from the moment of registration, with a
Kit with a face value of only 25,000 VND, which is very suitable for the age of
students who are still financially dependent. After successful registration, Viettel
will add 25,000 VND to the original account. During the initial launch of this
package, Viettel applied a special promotion program to give 100% of the
recharge card value for 3 consecutive months since joining the network.
- Student Package: I'm a student
Prepaid package for customers who are students; as a gift Viettel gives exclusively
to students - who are diligent in their studies and are the pride of family and
friends. Student package converges all the best features from existing packages of
Viettel:
✔The cheapest call and texting rates among prepaid packages.
✔ Unlimited use time.
✔ Get 25,000 VND to your account every month
✔ Be automatically registered and free of charge for high-speed data packages
with 30MB of free monthly usage.
                    ✔ Use the group calling feature to save 50% of costs.
- Family package: Effective spending - bonding

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 Viettel's Family package is a postpaid package for family and friends with 2-4
postpaid subscribers of Viettel.
- Tourist package
Tourist Sim is the first mobile package in Vietnam designed specifically for
foreign customers coming to Vietnam for business, tourism, or visiting friends.

 Internet
- Viettel is the leading operator in 4G in Vietnam. This is the basic condition to
provide 4G-based services from voice to data with the best quality at the widest
range. 

- In the era of explosive information technology, the demand for high-speed

wireless internet, VIETTEL Company has researched and improved to make the
product more modern and convenient to meet the increasing demands of
customers. market, along with promotions for those in high demand. On January
17, 2020, at the headquarters of Viettel High-Tech Industry Corporation in Hoa
Lac Hi-Tech Park (Hanoi), Military Industry-Telecommunications Group (Viettel)
made the first 5G call. on 5G equipment researched and manufactured by Viettel
itself. This event puts Vietnam in the top 5 countries in the world that can research
and produce 5G equipment. This is a clear demonstration of Vietnam's
acceleration in the Industrial Revolution 4.0. Self-designing and manufacturing 5G
equipment helps Viettel to be proactive in deploying 5G for its mobile network

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 and accompanying added services, in order to create the best 5G experiences for
customers.

 Fixed Products
- Viettel TV
Viettel TV (formerly known as NextTV) is an online TV viewing application that
supports many different devices, tablets, and mobile phones running iOS and
Android operating systems. There is no need to meet any conditions, because this
is an application for all Viettel mobile subscribers who are still operating two-way
across the country.

- Homephone
Homephone is a landline phone service that uses a mobile SIM with a fixed
subscriber number and is inserted into a wireless fixed line to help customers
move within a certain range.
-PSTN (Public Switched Telephone Network)

• Public switched telephone network, in which a telecommunications service

provider builds the network infrastructure to provide fixed telephone service to a
wide range of users.

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 • Officially provided since 2003, Viettel's landline phone service is present in 64
provinces/cities across the country with stable voice quality, simple registration
and installation procedures.
• Viettel's landline phone provides traditional local, inter-provincial and
international calling services, inter-provincial and international VoIP, mobile calls
and other value-added services.
b. Pricing strategy
 In VietNam

- Market-penetration skimming: 
- As a "latecomer", Viettel has drawn its own lesson: If you do better than others,
the chance of success will be less, but if you do it differently, the chance of
success will be great.

- In 2007, Viettel entered the Vietnamese mobile market and gradually approached
customers. Viettel assessed that Vietnam's mobile telecommunications charges at
that time were still high compared to the world and compared to the average
income in the country. Vietnam has more than 80% of the population living in
low-income rural areas, so for this communication service to reach them, low cost
is a prerequisite. Recognizing the tastes of customers, Viettel has concretized its
goal of bringing telecommunications to all Vietnamese people with preferential
rates and many attractive promotions. Low prices are applied in competitive
strategies and bring remarkable effect. Viettel's number of customers increased
significantly. By 2010, Viettel had captured 42% of the mobile market share.

- The Economy service plan was introduced to the market with a huge promotion
policy for free on-net calls 24/24 on the first day, attracting the attention of a large
number of customers to the military network.

- In 2008, the promotion policy for both listeners (giving 100 VND to the
promotional account when listening for 1 minute of calling) increased the amount
of service usage, which had a stimulating effect on demand. Call duration
increased and brought a great source of revenue for this operator.
The low-price strategy that firmly clings to the market focusing on middle-income
people (rural residents, students, etc.) also helps Viettel find a very large number

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 of customers. Viettel Telecom has been very clever and flexible when applying a
competitive pricing strategy by offering low-cost packages, focusing on a specific
group of customers with low income. Therefore, the number of customers is
always kept at a stable level.

- Target groups that are businesses are also the customer groups targeted by Viettel.
Group calls will be exempted from 50% off when making group calls. Sticking to
the market in cities and industrial zones with a group service plan is a business
strategy to help stimulate consumption demand for high-income customers.

- By continuously offering promotions to the right target groups, Viettel has won a
large number of loyal customers with its services.
In fact, Viettel always pursues the best price policy, in order to bring maximum
benefits to customers. Viettel has positioned itself as a "brand" of low-cost
services in the minds of customers. Therefore, as of 2018 when the call charge
rate of MobiFone and Vinaphone was lower than that of Viettel, in the minds of
the majority of customers in the telecommunications market, Viettel's call charge
rate was still very cheap or appropriate.

- Price adjustment strategy: 

Adjusting prices by geographical area pricing, discounting and discounting, and

implementing promotional programs is one of Viettel's pricing strategies.

For the HappyZone service plan, when customers move out of the registered area,
the tariff will increase and add a surcharge if calling outside the network. Or if
customers go out of the territory of Vietnam and still use their phone numbers,
they will be registered for Roaming. Service plan Roaming will be higher than
normal service plans.

In addition, Viettel also paid attention to discounting and reducing prices. With a
large sales, the trade discount will be done when the members of the system pour
the product down to subordinates or agents. This discount can be up to 6.3% for
agents. This is a high discount for this type of telecommunications service.

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 In 2011, Viettel implemented the payment of postpaid charges after combining
with MB Military Bank. Customers can enjoy a discount of up to 6% or more
when making transactions at the bank's points of view or via the Bank Plus ATM
card. This not only brings convenience and benefits to customers, but also helps
businesses increase profits.

Still focusing on students who are students, Viettel encourages the purchase and
use of services in the form of installment payments. With moderate spending, this
is a quite comfortable form of consumption, so more and more customers are
students and students using this telecommunications service, thereby helping
Viettel dominate the market share. mobile thanks to its large customer base.

Most of the customers who come to Viettel are those with low consumption levels,
but most of them are very loyal and stick together for many years. Viettel's pricing
strategies have proved to be quite effective in retaining customers. Therefore,
Viettel's telecommunications mobile network occupies a large market share and is
always leading in the Vietnamese mobile service market.
 In other countries
From a small telecommunications business, after 30 years Viettel has had a global
market with 320 million people and more than 100 million customers. 
Viettel has used many similar pricing methods in Vietnam such as:
+ Cheap, flexible service plan, suitable for ordinary people. Viettel's pricing
strategy is considered very flexible because it gives the people of
Cambodia, Mozambique, Tanzania, Peru, Myanmar, Lao, Timor-Leste
many choices through diverse service plans with low denominations and
rich value-added services. Viettel always ensures lower rates and fees for
added services than competitors from 20-25%.
+ Profit-sharing policy with consumers through the number of minutes they
listen to in a month: customers will be credited with money in their account
corresponding to the number of minutes they have listened to in a month,
both on-net and off-net.

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 Viettel brings those best values to serve all customers regardless of rich, poor,
urban or rural. This is both Viettel's customer development strategy, and also
demonstrates the social responsibility of a business in any country. With such a
pricing policy, Viettel can attract customers to use mobile phone services of
competitors to switch to using the services it provides.

However, in the price strategy of Viettel in recent years, there has been a lot of
instability when partners providing value-added services on Viettel's mobile
subscription platform automatically activate the service, leading to the system
recording as registration and deducting the customer's money while the customer
is not registered to use this service.

c. Promotion strategy
 Advertising
    Advertising activities are used by Viettel on many means:
- Group of advertising media in magazines and publications: Tien Phong, Tuoi
Tre...
- Electronic media group: radio, television, internet, electronic catalog. Of these
electronic media, television is the most expensive, but it has the most pervasive
influence. Through advertising videos with youthful colors and lively sounds
suitable for young people, the slogan "Your way" is effectively conveyed to
customers.
- Outdoor media such as billboards, posters, and signs are also applied by Viettel to
advertise 4G networks. Signboards are placed in high-traffic places such as
buildings in the city center, train stations, and on both sides of the street, with the
aim of attracting customers' attention to causing curiosity and progress. Come to
learn about the 4G network provided by Viettel, which is the basis for generating
needs and wants, and counting the behavior of buying products and services.

 Public relations & Publicity

- Relation with the press, providing valuable information to the media to attract
attention about 4G/5G service.
- Organize press conferences, conduct interviews, reportage to promote and
introduce products to bring services closer to customers.

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 - Viettel is also a regular sponsor for television programs and social activities.
+ The humanitarian program "Trai tim cho em" after 2 years of operation,
from a program initiated by Viettel, co-organized with Vietnam Television
Station and East Meets West, has been strongly socialized and attracted a
lot of attention. domestic and foreign organizations and individuals
responded. In addition, Viettel also contributed 8 billion VND to the
program to build 1,500 gratitude houses of the Ministry of National
Defense, 10 billion VND to the Agent Orange Fund and to support people
in provinces affected by natural disasters in 2009. 
+ The program " Chung toi la chien si” also attracted a large audience of
fans.
+ Viettel was also the first-ever sole sponsor of the finals of the MOSWC
held in Dallas, US, in August 2015.
+ Recently, Viettel has founded the VIETTEL TALENT STUDENT
program to attract talents and promote the company's image.

 Sales promotion
- Viettel's promotions are very diverse, which include: discount programs to
facilitate customers to continue to explore Viettel's services. Telecom offers:
+ Mobile charges
+ Data
+ Calling Minutes
+ SMS
- Sales promotion of Viettel has the following advantages:
+ Attract new trial customers
+ Encourage customers to use immediately
+ Retain loyal customers
+ The form of advertising to spread the image of Viettel is diverse and rich
in many mass media
- For each group of customers with different needs and different profits, different
policies must be used. For example, the VIP customer group is a group with high
income, more interested in convenience and class than price. Therefore, Viettel
has offered the following benefits:
+ No deposit required for international roaming

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 + Delayed call blocking time
+ Installed value-added services immediately when registering for a
package
+ Free first 200 minutes of domestic calls/month
- As for the students who are aiming for Studentsim products, organize sample
sales, sell cheap sims with great account value. These campaigns are often carried
out in universities, colleges... to attract a large number of students.

In conclusion, flexibility in image promotion and especially having a friendly

and dedicated customer care strategy is a very right business strategy.

d. Distribution strategy
- The distribution channel system is a bridge between businesses and customers, the
distribution channel system not only performs the function of transferring
telecommunications services to customers but also is a good tool for businesses to
implement programs. marketing effectively, contributing to improving
competitiveness and market penetration. On the basis of deeply understanding the
importance of the distribution channel system, Viettel considers the task of
building, consolidating and developing distribution channels as a task that needs to
be performed regularly in a long time.
- With that in mind, Viettel has been making efforts to build a diversified and
flexible distribution channel system, expanding nationwide such as a system of
direct transaction stores, authorized agents, sales channels, etc. Direct goods, retail
system.
- Viettel uses three types of distribution: 
+ Intensive distribution: Viettel has organized a network of sim agents
throughout the country.
+ Exclusive distribution: In the districts, depending on the concentration of
population, Viettel allows one or a few exclusive Viettel branches to open
and they only trade in Viettel's services, not the services of any competitors.
+ Selective distribution.
- The successes that Viettel has achieved:
+ Viettel Mobile's network coverage currently covers 90% of the
population of Vietnam, larger than other networks.

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 + In Cambodia, Metfone network (Viettel's brand in Cambodia) for the first
time covered 97% of the population and quickly became the network with
the No. 1 market share in this country. 
+ In 2015, Viettel officially deployed 4G service in Laos, before Vietnam
and created an internet boom in this country: total data consumption
increased by 48.6%, the proportion of subscribers using data increased from
29.6%. up 49.2%. In Laos, telecommunications infrastructure increased
fourfold after Viettel invested.
+ In East Timor, Telemor is the number 1 operator in the market in terms of
market share, revenue, network infrastructure, technology and is also the
best brand in East Timor. The appearance of Telemor has had certain
effects on the telecommunications industry in this country, specifically the
rate of people accessing telecommunications services increased from 30%
to 60% of the population. In 2018, Telemor continued to make its mark as
the first and only business in East Timor that was allowed to provide e-
wallet services to help East Timorese people have easier access to financial
services instead of having to depend on a poor banking network. This event
was assessed by the Central Bank of East Timor as one of the four major
milestones of the country's banking industry in the period 2016-2018.
+ Since entering the telecommunications market, Mytel - the Viettel brand
invested in Myanmar has helped popularize Internet services in this
country with an increase in density from 31% (June 2018 - the time when
Mytel provided Internet services). service) to 55% (September 2019).

- Up to now, broadband internet services based on fiber optic and 4G have been
covered by Viettel in 5 ASEAN countries. This is an important foundation for
each country to implement a series of 4.0 projects in many fields of e-government,
e-payment, education, agriculture, transport, security...

V. Recommendation
- Product strategy:
 Focusing on products in which Viettel has competitive advantages and is
suitable for business development strategy:

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 Viettel is a telecommunications service provider, so Viettel's strengths are
customers, deployed infrastructure including: nearly 50 million subscribers,
transmission lines, data centers, digital Number of connection points, technical and
sales staff are present throughout the country, Call Center system supports 24/7.
Viettel's development strategy is to popularize services aimed at ordinary
customers, so the price policy and customers that Viettel is targeting are middle
and low-income customers.

From the above point of view, Viettel will focus on investing in the following
projects: Value-added services/ Producing low-cost terminals (computers,
phones)/ Connected information technology projects online and deployed on a
large scale. Combining information technology and telecommunications is
Viettel's difference, it creates a new creative space with a broader scope in all
aspects of life.

 Create for customers an overall value towards a package service:

To ensure an application for customers to run, many factors are needed: Hardware
equipment, software solutions, terminals, connection lines, digital content, human
resources to exploit and maintain the system…. If customers use a few single
services of Viettel, the value that Viettel brings to customers will be limited.
Conversely, if the customer chooses Viettel as a service provider, package,
customers will enjoy much greater benefits. For example, in the project of
providing tablet devices. If Viettel separates the computer as an independent
product, it will be difficult for Viettel to compete with dozens of tablets being sold
on the market. But on the contrary, if Viettel writes more software for the tablet
computer to turn it into a salesman's tool, then that tablet has a completely
different value for customers. And that is the way for Viettel to bring value to
customers while also giving Viettel products a foothold in the market.
 Prioritize focusing on stages that bring high added value:
To produce a device, Viettel needs to invest in many stages: Design, Prototyping,
Mass Production, and Commercialization. Among those stages, mass production
takes the most labor and investment, but the value added per product is the lowest.
Therefore, Viettel will focus mainly on the stages of design, trial production and

32
 commercialization of products. This way is completely different from the way
other companies in Vietnam have used it.

- Price strategy: The construction and development of the Viettel brand needs to
coordinate elements in a flexible pricing strategy and in line with Marketing
objectives in each period to create a professional and dedicated brand image for
customers. with good service quality and suitable price for each customer. Viettel
needs to actively choose methods of behavior on product selling prices, make
adjustments and changes in selling prices to suit each period and the goals that the
Viettel brand aims to achieve. Ensure pricing decisions reflect the flexibility and
adaptability of Marketing solutions to market and customer fluctuations. Assessing
the reaction of competitors helps Viettel to have a suitable way to react to always
ensure a reasonable price image in the minds of customers. On the basis of
applying effective pricing strategy, it will positively affect the construction and
development of Viettel's brand in the coming years

- Promotion strategy
 Contests as a Promotional Strategy: Contests are a frequently used
promotional strategy. Many contests don't even require a purchase. The
idea is to promote your brand and put your logo and name in front of the
public rather than make money through a hard-sell campaign. People like to
win prizes. Sponsoring contests can bring attention to your product without
company overtness.
 Social Media Promotion: Social media websites such as Facebook and
Google+ offer companies a way to promote products and services in a more
relaxed environment. This is direct marketing at its best. Social networks
connect with a world of potential customers that can view your company
from a different perspective.
 Customer Referral Incentive Program: The customer referral incentive
program is a way to encourage current customers to refer new customers to
your store. Free products, big discounts and cash rewards are some of the
incentives you can use. This is a promotional strategy that leverages your
customer base as a sales force.

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  Causes and Charity: Promoting products while supporting a cause can be
an effective promotional strategy. Giving customers a sense of being a part
of something larger simply by using products they might use anyway
creates a win/win situation. You get the customers and the socially
conscious image; customers get a product they can use and the sense of
helping a cause. One way to do this is to give a percentage of product profit
to the cause your company has committed to helping.
 Branded Promotional Gifts: Giving away functional branded gifts can be
a more effective promotional move than handing out simple business cards.
Put your business card on a magnet, ink pen or key chain. These are gifts
you can give your customers that they may use, which keeps your business
in plain sight rather than in the trash or in a drawer with other business
cards the customer may not look at.
 Customer Appreciation Events: An in-store customer appreciation event
with free refreshments and door prizes will draw customers into the store.
Emphasis on the appreciation part of the event, with no purchase of
anything necessary, is an effective way to draw not only current customers
but also potential customers through the door. 
 After-Sale Customer Surveys: Contacting customers by telephone or
through the mail after a sale is a promotional strategy that puts customer
satisfaction first while leaving the door open for a promotional opportunity.
Skilled salespeople make survey calls to customers to gather information
that can later be used for marketing by asking questions relating to how
customers feel about the products and services purchased. This serves the
dual purpose of promoting your company as one that cares what the
customer thinks and one that is always striving to provide the best service
and product.

- Distribution strategy: 
 Viettel needs to choose intermediaries that match its business model and
goals. Since these companies are experts in their field, intermediaries can
increase sales volume and reduce costs. 
 Strengthening centralized supply chain management also increases
distribution channel efficiency. Implementing strategies such as training

34
 programs and project plans, introducing automation, and increasing supply
chain visibility are a few options. Doing so can reduce inventory-related
costs, improve delivery, and enhance product availability through dedicated
supply chain managers. 

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