A STUDY ON CONNECTED MARKETING AND THE CASE OF FPT CORPORATION’S PROJECT VICONGDONG

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS

A STUDY ON CONNECTED MARKETING AND THE CASE OF FPT CORPORATION’S PROJECT VICONGDONG

Major: Business Administration Code: 60 34 05

MASTER OF BUSINESS ADMINISTRATION THESIS

Supervisors: Dr. TRAN DOAN KIM

Hanoi – 2010

TABLE OF CONTENTS

ACKNOWLEDGEMENTS i
ABSTRACT ii
TÓM TẮT iv
TABLE OF CONTENTS vi
LIST OF ABBREVIATIONS viii
LIST OF TABLES ix
LIST OF FIGURES ix
INTRODUCTION 1

Chapter 1: Literature review – Connected marketing

1.1 Definition: Connected Marketing 4
1.1.1 Marketing 4
1.1.2 Connected Marketing 4
1.2. Types of Connected Marketing 8
1.2.1 Word of mouth marketing 8
1.2.2 Buzz marketing 12
1.2.3 Viral marketing 15
1.3.2 Building customer’s trust 18
1.3.3 Cutting marketing cost 19
1.3.4 Measuring communication result 20
1.4 Marketing model 20
1.4.1 Ways of transferring information 20
1.4.2 Marketing model 22
1.5.3 Seeding trials 28
1.5.4 Spreading a Connected Marketing Campaign 32
1.5.4.1 Transferring information principles 32
1.5.4.2 Method of transferring information 33
1.6 Measurement of transferring information 37

Chapter 2: External environment analysis and connected marketing activity of Vicongdong

2.1 External environment analysis 39
2.1.1 Conditions for the application of Connected Marketing activity in Vietnam 39
2.1.2 Analysis on charity activities in Vietnam 50
2.2 Connected Marketing activity at Vicongdong 53
2.3 Some comments on the efficiency of Connected Marketing Campaign at Vicongdong project
5
CHAPTER 3: RECOMMENDATIONS 91
3.1 Developing direction of business and Marketing strategy of Visky – FPT 91
3.2 Developing new marketing solution 93
3.3 Some other proposals 106
CONCLUSION 107
REFERENCES 109

LIST OF ABBREVIATIONS

AMA : American Marketing Association
C2C : Customer-to-Customer
CEO : Chief Executive Officer
CPC : Cost Per Click
CSR : Corporate Social Responsibility
CTR : Click Through Ratio
G.A : Google Analytics
NGO : Non-Governmental Organization
OL : Opinion leader
OPA : Online Publisher Association
WOM : Word of Mouth
WOMMA : Word of Mouth Marketing Association

LIST OF TABLES

Table 2.1: Statistics on Vicongdong.vn Page 90
LIST OF FIGURES

Figure 1.1: An example of a social network diagram Page 5 Figure 1.2: Ordering Icecards process. Source: Icemedia Company Page 10

Figure 1.5: Traditional marketing model Page 22
Figure 1.5: Models of media influence Page 33 Figure 2.1: Internet users in Vietnam during 2004 – 2009 Page 40

Figure 2.2: Age of Internet user vs. total population Page 41
Figure 2.5: Frequency of Internet usage by city Page 44 Figure 2.6: Website visited in 4 weeks from October to November Page 45

Figure 2.7: Website visited in 4 weeks from October to November
by classifying
Figure 2.8: Website visited in 4 weeks from October to November

INTRODUCTION

There are only some separate activities which have not related tightly to FPT Corporation. Whereas FPT fund is a fund used to implement FPT’s corporate social responsibility (CSR) and Vicongdong plays the most important role to its CSR. Secondly, Vicongdong.vn is only a website used Web technology 2.0. Its propagation or distribution may reach much more than geometrical progression. The thesis has been much spent time on it with the objective of studying the theory of connected marketing and then study the case of Vicongdong in marketing field. Vicongdong is a for-runner project of Visky –FPT in plemeting CSR. So the author would like to study how it can contribute the most important part in FPT’s CSR. 

Scope

In the name of field, the thesis belongs to marketing topic which is theory of connected marketing. In the name of of FPT Corporation. Time for studying the content of thesis is about one year from the establishment of the project
Data source:

The thesis takes many secondary data from FPT Corporation, books, internet.  The author has many advantages in collecting this kind of data which is online comment of website’s member stead of implementing a small survey. Besides that, the data has been collected by interviewing some important people such as head of the project, Mr. Do Huu Hung, marketing expert of some companies such as ETC center, Sunhouse company, FPT Corporation, members of the website…

Method/ Approach

The method of the thesis includes interviewing experts, theory access from executive books, Internet search, observation.
Research question
Why the project hasn’t had a clear marketing plan?
How will connected marketing theory be more suitable for building marketing plan for Vicongdong?

Significance

The thesis seems to be necessary for Vicongdong at this period and it may be reference for other companies want to do CSR most effectively.
Limitation
Connected marketing theory is relatively new and incipient in Vietnam so it requires some different factors. It requires some certain knowledge on donation and community activities.

Expected result

Follow up potential
It will be basic for studying theory “built to last” for FPT Corporation. The author also want to study an adjusted theory suitable for Vietnamese companies

Content

Chapter 1: Literature review – Connected marketing
Chapter 2: External environment analysis and connected marketing activity of Vicongdong
Chapter 3: Recommendations

Chapter 1: Literature review – A STUDY ON CONNECTED MARKETING

1.1 Definition: Connected Marketing
1.1.1 Marketing
The term of marketing is very popular to all of organizations and businesses. Especially, it has a special effect on the image of an organization.  According to American Association – AMA, “Marketing is a business activity which drives products and service from the manufacturer to customer”..identifying and meeting human and social needs.”

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