Young Marketers Elite 3 Graduation Presentation - Ôi, Ra Rồi!

1. Dinh Giang – Truong Liem – Thien Van – Khanh Thy – Hong Phong – Van Hien

2. BRIEF RECAP
CATEGORY
E-wallet
BRAND
BUSINESS ISSUE
Low retention
THE REASON
Under-developed ecosystem
No proper positioning
Current services cannot drive frequent usage
JOB TO BE DONE
Building ecosystem to make
MOMO more convenient &
accessible
Building an unique positioning
to use MOMO frequently

3. CATEGORY
Biggest truth of wallet
D A I L Y P A Y M E N T
E-wallet ambition
REPLACE
TRADITIONAL
WALLET

4. TARGET
DEMOGRAPHIC
Age: 18 – 30
Urban & Sub-urban
Have smartphone
BULL-EYES
Student & first jobber
ATTITUDE
Open to adopt new technology
Have advance demand of payment
Happy seeker
7
MILLION
PEOPLE

5. 46%say that they spending too
much on un-necessary
(Nielsen Vietnam)
92%confess they have borrowed
from others, <1mil
to buy “something”
(Q&Me)
87%consumers care about
promotion
63% willing switch to buy
promoted product
THE
NEEDS
In the modern days, daily
payment has some impulse
needs which occur so frequently
that traditional wallet can’t cover
T H E Y A R E N O T
M A N A G E W E L L
T H E I R S P E N D I N G
T H E Y ’ R E
L O O K I N G F O R
P R O M O T I O N T O
O P T I M I Z E
B U D G E T
T H E Y H AV E T O
B O R R O W M O N E Y
F R O M O T H E R S

6. These impulse issues around daily payment constrain
me from enjoying my daily life.
INSIGHT

7. COMPETITORS
NGAN LUONG
Enhance online
payment
experience
BANKPLUS
P2P transfer & bill-payment
FPT PAY
Online wallet for FTP
online- shoppers
N O C O M P E T I T O R S S E R V E S T H E S E
N E E D SWHITE SPACE
T H E B I G AVA I L A B L E
T O D R I V E R E T E N T I O N

8. PRODUCT
CONCEPT
THE 1ST EVER DAILY
PAYMENT ASSISTANT
M I C R O
C R E D I T
D A I LY
PAY M E N T
M A N A G E M E N T
R E C O M M E N D
A - T I O N
KEY FEATURES

9. PRODUCT VAL UES
UNLEASH
HAPPINESS
FROM DAILY
PAYMENT
BRAND IDEA
These impulse issues around
daily payment constrain me
from enjoying my daily life.
INSIGH T
Functional: Optimize daily payment capacity
Emotional: Feel the happy through daily payment

10. Positioning Statement
WHAT NEED
Functional benefit:
optimize your payment
capacity
Emotional benefit:
Feel the happy through
daily payment
TO WHOM
18-30 y.o
Urban & sub-urban
Tech savvy
Happy seeker
DIFFERENTIATE BY
The 1st ever daily
payment assistant
RTB
Multi-features to solve
daily payment impulse
troubles

11. Brand Key
Insight
Root Strength
The market leader in E-wallet
category with high investment
Essenc
e
Unleash
happiness
from daily
payment
Competitors Consumers
Happy
Helpful
Friendly
Smart
Caring
Mindful
Multi-features designed to
solve daily payment related
issues
Functional Benefit:
Optimize your paying capacity
Emotional Benefit:
Everyday Happy
The impulse issues around daily payment
really constrain me from enjoying my daily
life
Direct: 365VTC, Ngan Luong,
BankPlus, FPT
Indirect: Timo, Money Lover, Other
Online Banking Services 18 – 30 y.o, urban & sub-
urban, digital savvy, easy
to adopt new tech (size: 7
million people)
Lead the trend in
serving daily payment
needs

12. Unleash
happiness from
daily payment
ACTIVATION
PLATFORM
COMMUNICATION
BIG IDEA
BRAND
BIG IDEA
Each daily payment is
happiness
Daily payment issue

13. 6Ps
Product
- Micro Credit
- Daily Payment Management
- Recommendaiton
PriceFree Download
Fee:
- Micro credit: 8%/per
- Daily Payment Management:
100.000đ to unlock functional
management
- Recommend : 4%/per
transaction (3rd Parties)
Place
• App Store
• CH Play
• Store
Proposition
The happy solution
to the issue daily
payment
Packaging
Friendly and funny design
Promotion
On-ground activation to
introduce the product’s
usage
Give 300.000 VND
borrow money account
for the first download

14. 20182017 2019
Portfolio Planning
Micro credit
Daily payment management
+ Recommendation
Build Daily payment Ecosystem

15. Borrow money from
Momo when out-of-
money
10% Momo takes back the
money afterwards.
MICRO CREDIT

16. DAILY PAYMENT MANAGEMENT
Automatic
collects all
expenditure
Classifies them
into categories.
Use Momo to
pay money
when buying
Recommendation
about daily
payment
Statistic

17. The most effectiveness
way to spend money
The current promotion
On location base
RECOMMENDATION

18. Merchants
Regulator & Influence
Banks
MoMo Agents
International
Remittance Service
Providers
Momo Users
Momo Accepted Point
Online Merchants
Source of Funds

19. LAUNCHING
PLAN
OBJECTIVE
Attract 10,000,000 audiences and
3,000,000 active users with Momo Micro
credit funtion
TARGET
Profile
18 – 30 y.o, urban & sub-urban, digital
savvy, easy to adopt new tech.
Having problem of lacking money in
unexpected occasion or month end.
CAMPAIGN
BIG IDEA Month end mare

20. LAUNCHING PLAN
Raise awareness of
month end mare and promote Momo
Micro Credit
as a instant solution.
Over buying through month makes
month end become a mare with
lacking of money problem.
VIRAL CLIP
10 short 30-seconds videos showing
10 weird and funny situations of
TA in month end – lacking
money problem.
PR articles
K E Y M E S S AG E
K E Y H O O K
S U P P O R T I N G
TAC T I C S
O B J E C T I V E
Facebook challenge activities
Sharing TVC link
with caption of TA’s real experience
With hashtag
#mymonthendmare #MomoMicrocredit
Huhu, giống mình dễ sợ.
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21. THANK YOU