the research topic is improving the promotion of q student, a product of mobifone company through

INTRODUCTION

The research topic is improving the promotion of Q Student, a product of MobiFone

Company through offering various benefits to different groups of customers.

The reason for the interest in this topic is from the researcher’s situation. Like

almost students in Vietnam, the researcher is very happy when three mobile

operators (Viettel, MobiFone, and Vinaphone) launch a new product which is

designed for only students with a lot of benefits. MobiFone is the provider which

offers more benefits than the two others. However, I feel dissatisfied when I can not

take full advantage of all benefits which this provider offers. For example, I use a

normal mobile phone which only has the basic functions like calling and answering,

sending and receiving messages; so I can not spend 35 free megabytes monthly

using GPRS. I had a question: why I can not receive other benefits such as some

free calling minutes? That is the original idea for my research.

To start the research, there are two research questions that help the researcher

broaden the content of the topic. They include: 1) how many groups are there

among students according to their personal factors relating to using mobile? , 2)

which kinds of promotion should we apply to different groups?

One of the methodologies of this research is analyzing. Through observing the

packages of some mobile operators, the researcher draws some strengths,

weaknesses, and challenges that Q Student has and faces with. As a result, the

researcher can suggest some recommendations to make the product better.

Questionnaire is the second methodology. 200 students at National Economics

University and Hanoi University of Technology were asked to fill out the form. The

result of the survey provides findings on consumer behavior and characteristics on

using mobiles.

The researcher also interviewed 30 students among 200 students above. From their

answers, there was information about their feelings on Q Student and their

recommendations to improve the product.

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CHAPTER ONE

INTRODUCTION OF MOBIFONE COMPANY

WITH THE ISSUES RELATED TO THE

RESEARCH TOPIC

1. Introduction of the company

Official name Vietnam Mobile Telecom Service Company

Short name VMS

Official

address

216 Tran Duy Hung street, Hanoi, Vietnam

Website http://www.mobifone.com.vn

Telecom 84 - 4 -38649533

Fax 84 - 4- 38649534

Vietnam Mobile Telecom Services Company – VMS, a state-owned company under

Vietnam Posts and Telecommunications Corporation, was founded in April 16th

1993, VMS has become the first GMS 900/1800 mobile telephony services provider

in the brand name MobiFone, marking the beginning momentum of the mobile

telephony industry in Vietnam. MobiFone specializes in building, developing

network and providing mobile telephony.

Currently, Vietnam Mobile Telecom Services Company has five Mobile Telecom

Services Centers and one Design Factory. Head office is located in Hanoi City.

Mobile Telecom Services Centre I located in Hanoi City, in charge of operating and

doing business in the North. (North areas to Ha Tinh province). Address: 811A Giai

Phong Road, Hoang Mai District, Hanoi City. Mobile Telecom Services Center II,

located in HoChiMinh City, in charge of operating and doing business in the South

(Ninh Thuan province to the Eastern areas and Ho Chi Minh City).Address: MM18

Truong Son Road, Ward 14, District 10, Ho Chi Minh City. Mobile Telecom

Services Center III, located in DaNang City, in charge of operating and doing

business in the Central and Highlands (Quang Binh province to Khanh Hoa and Dac

Lak province).Address: 263 Nguyen Van Linh Road, Da Nang City. Mobile

Telecom Services Center IV, located in CanTho City, in charge of operating and

doing business in ten provinces in the Mekong Delta. Address: No.6, Hoa Binh

Avenue, An Cu Ward, Ninh Kieu District, Can Tho City. Mobile Telecom Services

Center V, located in Hai Phong City, in charge of operating and doing business in

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14 Northern provinces and cities. Address: No.8, Lot 28, Le Hong Phong Str, Hai

Phong City. Value Added Services Center was established in October 6th 2008, its

headquarter is located in Hanoi City specialized in developing, managing and doing

business of value added services on GSM (including short message, short message

based services, GPRS based services, 3G services and national and international

roaming services).

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