Vietnam Cell Phone ProposalSarah Daniels, Kim DiVincenzo, Peter Gett, Seda Gokoglu

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.

¾ live in rural areas

4 basic tenets of culture Allegiance to family Yearning for a good name Love of learning Respect for others

People

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

Needs

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

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

Develop a cell phone designed specifically to increase agricultural productivity and efficiency as well as improve connectivity in rural areas

Solution

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

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

Positioning

Points of Parity Talking

Texting

Picture messaging

3G availability

Points of Difference Agricultural focus

Government support

Simplistic design and enhanced durability

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

Positioning

Positioning

AgricommSupportive, Agricultural Communication

Message Development

Supporting your business. Sustaining your world.

Sign contracts with 25% of agricultural business within 3 years of market entry

Achieve a minimum satisfaction rating of 8.5 with all customers

Objective

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

Marketing Plan

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

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

Marketing Plan

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)

Distribution

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

Media Plan

Skywriting

Digital billboards on delivery trucks

Agri-APP scavenger hunts

BTL & Internet Strategies

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

Brand Extensions

Long-Term Expand into other agricultural/industrial dependent countries

Geographic Expansion

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

CRM