Introducing A Branded Cell Phone To Vietnam

1.  Vietnam Cell Phone Proposal Sarah Daniels, Kim DiVincenzo, Peter Gett, Seda Gokoglu
2. Vietnam Vietnam is a country going through rapid changes as they become a more global player in world trade and increase the connectivity within their country.
3. People  ¾ live in rural areas  4 basic tenets of culture  Allegiance to family  Yearning for a good name  Love of learning  Respect for others
4. Needs  Independent, Economic Sustainability & Increased Exports  Stagnant agricultural productivity due to lack of efficiencies and environmental conditions  Majority of rural population (3/4 of population) grows and sells crops  22% of GDP, 30% of exports, and 60% of employment are in the agricultural sector  Became a member of the WTO in Jan. of 2007
5. Needs  Increase Connectivity Across Vietnam Business Sector  Behind other countries in terms of ICT trade metrics  The government working to bring the country online  Connectivity strong on consumer side but business community is far behind  Current cell phone market is on younger generation using data snacking
6. Opportunity  Bring business communications to the agricultural sector  Microsoft pilot program confirms the need for this type of business entry  Sugar cane famers were given phones with SMS texting to improve efficiency & productivity  100% of farmers were in support  7 out of 10 said service exceeded expectations  98% would continue to use service
7. Solution  Develop a cell phone designed specifically to increase agricultural productivity and efficiency as well as improve connectivity in rural areas
8. Positioning  Frame of reference: B2B communications  Target audience:  Farms in need of streamlining operations  Specifically coffee production companies  Coffee is the country's second-largest agriculture product export item in terms of value, after rice.  Decreases in commodity prices could impact profitability  Government is pursuing higher quality coffee through careful and slow production of Arabica beans
9. Positioning  Target audience Cont.  Vinacafe (Vietnam National Coffee Corporation)  Largest member of the Association of Coffee and Cacao  Accounts for 20-25% of coffee production and exports  56 companies, enterprises and agricultural fields  Also export pepper and cashew nuts  Looking for joint ventures with mutual benefit
10. Positioning Points of Parity Points of Difference  Talking  Agricultural focus  Texting  Government support  Simplistic design and enhanced  Picture messaging durability  3G availability  Locally made  Applications specific to the agricultural industry that keep farmers and factory counterparts up to date on road, weather and crop conditions as well as pricing  Environmentally minded
11. Positioning Agricomm Supportive, Agricultural Communication
12. Message Development Supporting your business. Sustaining your world.
13. Objective  Sign contracts with 25% of agricultural business within 3 years of market entry  Achieve a minimum satisfaction rating of 8.5 with all customers
14. Marketing Plan  Product  High performing talk, texting, picture messaging features  Made for rugged work environment  Simple design and easy to use to use features  Large buttons, loud speakers, large screen, light, attachable to work belt, built in flashlight  Business specific applications  Real time updates on crop prices, weather reports, road conditions, crop health  Waterproof cases  Variety of belt clips
15. Marketing Plan  Support  24/7 call center  On-site training and tech support  Unique wear and tear warranty  Variety of payment plans including cash  Government financing available  Portion of proceeds go the environmental causes  Strict QA standards, faulty cell phones replaced immediately
16. Marketing Plan  Value Pricing Strategy  Product design and delivery  Simplistic design and minimal technological capabilities enable low cost structure  Product costs  Leverage efficient manufacturing technology by partnering with Thuan Phat  Only local cell phone company  Annual capacity of 3 million units  Product Prices  Leverage competitive success in the low end market by introducing phones at VND 3 million  Government support and financing enable further financial incentives
17. Distribution  Use Thuan Phat to manufacturer products  Not distributing to 3rd party retailers  Use our own sales force to sell  Provide store to door delivery (like Snapple)
18. Media Plan  Channel Strategy  Utilize indirect and direct channels to reach target businesses  Media Advertising: Radio, Newspaper  Place Advertising: Billboards  Direct Marketing: Newsletters, postcards, flyers, telephone  Online: Ads on business news websites, e-mail ads  Event Marketing: Sponsoring a tree planting event  Personal Selling
19. BTL & Internet Strategies  Skywriting  Digital billboards on delivery trucks  Agri-APP scavenger hunts
20. Brand Extensions  Short-Term  Accessories: Phone cases, Clips, Head pieces  Long-Term  Develop similar coordination systems for other crops (Rice, sugar cane, etc.)  Expand into the industrial industry
21. Geographic Expansion  Long-Term  Expand into other agricultural/industrial dependent countries
22. CRM  Provide excellent personalized customer service  Continue R&D to identify future needs and wants of businesses we are servicing or plan to service  Provide regular updates on environmental practices and achievements

Hinweis der Redaktion

Social/CulturalPopulation: 90,549,390Urban pop: 30% of total populationLack of local professionals and market leadershipLocals missing working attitude, professionalism, global mindsetMedian age 27.8Urban population = 30%High risk for major infectious diseases20.2% children underweight94% literatevalue system is based on four basic tenets: allegiance to the family, yearning for a good name, love of learning, and respect for other peopleWomen play a major role in managing financesFamily is very importantWork from early morning until early evening with extended rest period in the heat of middayUrban Vietnamese Stroll in great numbers on evening and weekends, especially in the parks and along the banks of the lakes and riversIn larger cities, young people enjoy western dancing and listening to western music in coffeehousesTwo large distinctive groups: Hanoians & Saigonese
Stagnant Agricultural productivity -Slow rate of investment in agricultural diversificationUnderdeveloped marketing channels, institutions, and infrastructure,. Farmers don’t receive timely information on crop prices; Lack of roads and road troubles prevent them from getting their crops to market on timeVulnerability to natural hazards (floods and storms cause crop failure and livestock disease)Growing urban industrialization and population migration are degrading environment in Hanoi and Ho Chi Minh CityDeforestation and soil degradationWater pollution and overfishing threaten marine lifeLimited potable water supplyMajority of people in rural areas make living by growing or selling crops90% of the poor in Vietnam (3/4 of the population) live in rural areas – which is why rural development and agriculture are critical to Vietnam’s development. Agriculture accounts for 22% GDP, 30% exports, 60% unemployment
Vietnam leaped up four ranks to stand at 15th on the 2010 Connectivity Scorecard, Meanwhile, the business community scored 0.19 points in terms of telecom infrastructure and 0.23 point in terms of telecom spectrum usage and skills, much lower than the maximum of 0.72 points and 0.79 points, respectively.Industry insiders said domestic businesses should pour more investment into IT facilities if they want to narrow the technological gap with other nations.
LookAtVietnam – Microsoft Viet Nam LLC and Nghe An Tate & Lyle (NAT&L) Sugar Cane factory met on Thursday and declared the initial stage of their automatic short messaging system (SMS) pilot project a success.The pilot project sponsored by Microsoft began this past February at the NAT&L sugar cane factory. Instead of having farmers come to the company’s representative offices or making phone calls to give and receive information, the usage of mobile phone text messages has been introduced to improve efficiency. The project aims to improve collaboration between factory and farmers, help farmers minimise their risk, reduce communication costs and improve the productivity and efficiency of both factory and farmers.“The SMS usage idea comes from Microsoft’s Unlimited Potential program, which aims to fill the IT gap between country-dwellers and city-dwellers in Viet Nam in order to improve their living standard”, said B Rimes Mortimer, GM Strategic Alliance, Microsoft Corporation.Approximately 25,000 households spread out over six districts in the northwest of Nghe An Province grow and supply cane to the NAT&L company. Via SMS, farmers have been receiving information regarding the harvesting timetable, accounts receivable, transport timetable and the information about vehicle’s ID.Every two minutes from November to April, a truck carrying 10-12 tonnes of cane rolls into the factory. This represents an enormous amount of harvesting and transport co-ordination between factory and farmers to meet production goals.In a survey given to 200 group leaders and farmers, who have directly used the SMS application in harvesting and transporting processes between cane fields and the factory, the results were quite positive. Out of the group leaders, 95 per cent saw benefits already from the new communication method, and 100 per cent of farmers were in support.The general consensus in the survey was that using SMS has helped group leaders and farmers get information from the factory conveniently and easily. Every 7 of 10 said that the service exceeded their expectations. Ninty-eight per cent of the interviewees said that they would continue to use this service.Hoang Van Dung, a sugar cane grower, said that with the support of this SMS system, he was able to be much more proactive in arranging his work, harvesting plan and transportation with less time and effort than before.NAT&L’s general director, Michael GoonewArdene said: “We are always concerned about the efficiency of our business and are happy we decided to co-operate with Microsoft to improve it.”“The first success of the pilot project at Nghe An Sugar Cane factory has opened opportunities to apply SMS in many other circumstances such as collecting an distributing agricultural products’ price information, informing farmers of environmental and disease information (storm forecast, area under impact of poultry flu epidemic),” said Mortimer.In addition, SMS is also now being used in an e-Government program to enhance the communication flow between state officials and farmers about policies, regulations, and for the government to answer people’s question, according to Mortimer.VietNamNet/Viet Nam News
http://www.new-ag.info/02-6/develop/dev04.htmlIn suitable areas, i.e. high altitudes, the government promotes the careful and slow expansion of Arabica plantations and washing stations. The ultimate goal for 2010 is to have a stable production at 600,000 tons, consisting of 70% Robusta and 30% Arabica.Brazil is #1 2.85 million metric tons Vietnam is #2 .85 million metric tons;Times-BoldUN food and agricultural organizationhttp://www.vietnamimportexportnews.com/vietnam-statistics/vietnam-export-statistics/39588-vietnams-coffee-exports-rise-53-percent-.htmlExport growth, meanwhile, stayed solid at 46% inJuly, even faster than the 36% registered in the firsthalf. But a notable portion of this growth camefrom price increases. For example, exports ofthree main non-oil commodities (coal, rice andcoffee) grew by 40% in the first seven months.But accounting for a 76% price increase,volume shrank by 21%. The price impact ofthese commodities accounted for about aquarter of the increase in total non-oil exports.The recent decline in commodity prices couldreduce this windfall growth. Moreover, weaknessin global demand is becoming deeper and morewidespread, with Europe and Japan now leadingthe pack. Growth in Vietnam’s other main exports,such as apparel and electronics, may also comeunder pressure, especially as the downturn isexpected to last well into 2009.About Vinacafe The Vietnam National Coffee Corporation (Vinacafe) is the biggest state owned corporation specializing in coffee producing, processing, and exporting in Vietnam. Established in 1995, Vinacafe is a corporation with 100% capital of the state. It is the largest member of the Association of Coffee and Cacao Vietnam. This is a large business, with up to 56 companies, enterprises and agricultural fields. Vinacafe annually accounts for about 20 - 25% of coffee production in the country, and about the same percentage of coffee been exports for the country.Beside coffee beans as their main commodity, Vinacafe also exports other agricultural products such as pepper, and cashew nuts, and imports fertilizers and facilities for the coffee industry. Vietnam has promoted the export of such high value products as roasted beans, ground coffee, instant coffee. Today, when talking about coffee in Vietnam, Vinacafe is a top-of-mind consideration. The company states directly that they are “willing to cooperate and enter joint ventures with domestic and foreign organizations on the basic of mutual benefit” (www.vinacafe.com.vn/en).
http://www.new-ag.info/02-6/develop/dev04.htmlIn suitable areas, i.e. high altitudes, the government promotes the careful and slow expansion of Arabica plantations and washing stations. The ultimate goal for 2010 is to have a stable production at 600,000 tons, consisting of 70% Robusta and 30% Arabica.Brazil is #1 2.85 million metric tons Vietnam is #2 .85 million metric tons;Times-BoldUN food and agricultural organizationhttp://www.vietnamimportexportnews.com/vietnam-statistics/vietnam-export-statistics/39588-vietnams-coffee-exports-rise-53-percent-.htmlExport growth, meanwhile, stayed solid at 46% inJuly, even faster than the 36% registered in the firsthalf. But a notable portion of this growth camefrom price increases. For example, exports ofthree main non-oil commodities (coal, rice andcoffee) grew by 40% in the first seven months.But accounting for a 76% price increase,volume shrank by 21%. The price impact ofthese commodities accounted for about aquarter of the increase in total non-oil exports.The recent decline in commodity prices couldreduce this windfall growth. Moreover, weaknessin global demand is becoming deeper and morewidespread, with Europe and Japan now leadingthe pack. Growth in Vietnam’s other main exports,such as apparel and electronics, may also comeunder pressure, especially as the downturn isexpected to last well into 2009.About Vinacafe The Vietnam National Coffee Corporation (Vinacafe) is the biggest state owned corporation specializing in coffee producing, processing, and exporting in Vietnam. Established in 1995, Vinacafe is a corporation with 100% capital of the state. It is the largest member of the Association of Coffee and Cacao Vietnam. This is a large business, with up to 56 companies, enterprises and agricultural fields. Vinacafe annually accounts for about 20 - 25% of coffee production in the country, and about the same percentage of coffee been exports for the country.Beside coffee beans as their main commodity, Vinacafe also exports other agricultural products such as pepper, and cashew nuts, and imports fertilizers and facilities for the coffee industry. Vietnam has promoted the export of such high value products as roasted beans, ground coffee, instant coffee. Today, when talking about coffee in Vietnam, Vinacafe is a top-of-mind consideration. The company states directly that they are “willing to cooperate and enter joint ventures with domestic and foreign organizations on the basic of mutual benefit” (www.vinacafe.com.vn/en).
http://www.new-ag.info/02-6/develop/dev04.htmlIn suitable areas, i.e. high altitudes, the government promotes the careful and slow expansion of Arabica plantations and washing stations. The ultimate goal for 2010 is to have a stable production at 600,000 tons, consisting of 70% Robusta and 30% Arabica.Brazil is #1 2.85 million metric tons Vietnam is #2 .85 million metric tons;Times-BoldUN food and agricultural organizationhttp://www.vietnamimportexportnews.com/vietnam-statistics/vietnam-export-statistics/39588-vietnams-coffee-exports-rise-53-percent-.htmlExport growth, meanwhile, stayed solid at 46% inJuly, even faster than the 36% registered in the firsthalf. But a notable portion of this growth camefrom price increases. For example, exports ofthree main non-oil commodities (coal, rice andcoffee) grew by 40% in the first seven months.But accounting for a 76% price increase,volume shrank by 21%. The price impact ofthese commodities accounted for about aquarter of the increase in total non-oil exports.The recent decline in commodity prices couldreduce this windfall growth. Moreover, weaknessin global demand is becoming deeper and morewidespread, with Europe and Japan now leadingthe pack. Growth in Vietnam’s other main exports,such as apparel and electronics, may also comeunder pressure, especially as the downturn isexpected to last well into 2009.About Vinacafe The Vietnam National Coffee Corporation (Vinacafe) is the biggest state owned corporation specializing in coffee producing, processing, and exporting in Vietnam. Established in 1995, Vinacafe is a corporation with 100% capital of the state. It is the largest member of the Association of Coffee and Cacao Vietnam. This is a large business, with up to 56 companies, enterprises and agricultural fields. Vinacafe annually accounts for about 20 - 25% of coffee production in the country, and about the same percentage of coffee been exports for the country.Beside coffee beans as their main commodity, Vinacafe also exports other agricultural products such as pepper, and cashew nuts, and imports fertilizers and facilities for the coffee industry. Vietnam has promoted the export of such high value products as roasted beans, ground coffee, instant coffee. Today, when talking about coffee in Vietnam, Vinacafe is a top-of-mind consideration. The company states directly that they are “willing to cooperate and enter joint ventures with domestic and foreign organizations on the basic of mutual benefit” (www.vinacafe.com.vn/en).Sustainability is our middle nameCoordinate sustainabilityCultivate the future Coordinate the futureCommunicate. Sustain. Improve.Communicate. Cultivate. Improve.Raising the bar
Support:24/7 call centerOn-site tech supportUnique wear and tear warrantyportion of proceeds go to environmental causesStrict QA standards, faulty cell phones replaced immediately

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