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Young Marketers Elite Graduation 2015 - Team 1

Young Marketers
Young Marketers

This document discusses the market opportunity for a new smartphone called the B Phone aimed at rural Vietnamese consumers between ages 35-45. It notes that over half of Vietnamese currently use feature phones, but smartphone penetration is growing rapidly. The target segment, called "The Progressive," wants better mobile experiences through connection, entertainment and information access. However, they find smartphones complicated. The document proposes the B Phone as the easiest to use smartphone for this group, with features like a virtual assistant, large screen, simplified operating system and apps that meet their key needs like video calling, mobile TV and updated information. It positions the B Phone as improving users' lives through upgraded connectivity from a brand that understands Vietnamese culture better than foreign competitors.

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GRAND PRESENTATION - B PHONE Nh畉t Duy Minh V滴 Kim H V探 Thi T炭 Oanh
49% 51% - M O B I L E M A R K E T - Source : GfK 2014 MORE THAN HALF Vietnamese are using FEATURE PHONE The penetration of smartphone is more than 200%/YEAR * Theres a BIG OPPORTUNITY in SWITCHING this group to use smartphone * Source InMobi 2013 (n =1,200)
- KEY DRIVER - TO MOVE TO SMARTPHONE - KEY BARRIER - TO MOVE TO SMARTPHONE BETTER MOBILE EXPERIENCE ITS COMPLICATED
OUR TARGET THE PROGRESSIVE Relatively BIG size Have motivation to move on in life - S E G M E N T A T I O N I N R U R A L -
- A R E A S O F I M P R O V E M E N T - DEMOGRAPHICS ≒Age: 35 - 45 ≒76% having families ≒Income: B C+ ≒Mostly have not passed high school ≒Location: RURAL ATTITUDES Positive outlook towards life (72%) Make further progression in life by f ollowing plans patiently (78%) Wiling to pay for high quality bran ds (79%) OPEN TO NEW THINGS (60%) CONCERN Family health THEIR FUTURE MOBILE USAGE MOST DESIRED FUNCTIONS 1. Calls 2. Text message 3. Listening to FM radio 4. Taking photo 5. Playing game 6. Internet browsing CONNECTION ENTERTAINMENT INFORMATION - T H E P R O G R E S S I V E
- B I G N E E D S - CONNECTION ENTERTAINMENT INFORMATION - B A R R I E R - ITS COMPLICATED - I N S I G H T - I know how a smartphone can help me to have better mobile experience. However, smartphone is SO COMPLICATED that Im afraid I cant use it
Top need of them is to connect with their children Every year, more than 2,000,000 students & workers travel from rural areas to big cities to study & work 2/3 parents call their children at least 1 a week Parents always care about how their children are doing especially when theyre living far away and seeing their faces make parents feel closer. Listening to FM radio on phone is their top need for entertainment 53% listen to radio and they often listen to radio when away from home. While they watch TV instead of radio when staying at home. They listen to radio because of its convenience, even they prefer to enjoy things combining sound and Image. Top need is to update daily information immediately They know that e-information can keep them up-to-date even faster than TV or newspaper. They know that their current sources of information are slower than e-information meanwhile PC with big screen is not convenient. - CONNECTION - - ENTERTAINMENT - - INFORMATION -
CONNECTION ENTERTAINMENT INFORMATION - SOLUTIONS - Video Call Mobile TV Wide angle camera Voice enhancing mic Big screen size: 5.7 inch HD speaker Big screen size: 5.7 inch Reading mode enhancing Categorized information E-newspaper BO A virtual assistant for Vietnamese JUST ASK and BO will complete every task through Vietnamese Voice Send MSM Control Mobile TV and more Make calls/ video calls Search movies & music
- P O S I T I O N I N G - A smartphone improving mobile experience The progressive - Age: 35 - 45 - 76% having families - Income: B C+ - Mostly have not passed high school - Location: Rural The most EASY-TO-USE mobile experience - BO a virtual assistant for Vietnamese - BOS - Simplified and Localized OS for Vietnamese Provide what NEED To WHOM Differentiated by Reason to believe The most Easy-To-Use smartphone to improve mobile experience of Vietnamese
I know how a smartphone can help me to have better mobile experience. However, smartphone is SO COMPLICATED that Im afraid I cant use it Functional: Improve mobile experience The most EASY TO USE experience THE PROGRESSIVE Competitors: - Phillips - Samsung - Zenphone.... And other Chinese brands Vietnamese Technology Brand Software Development and Cloud computing service - Values, Beliefs: Upgrade, Simplicity Convenience - Personality: Insightful Friendly Smart IMPROVING LIFE BRAND ESSENCE - BO a virtual assistant for Vietnamese - Bigger screen - Big Physical keyboard - Simplified and Localized OS for Vietnamese DEMOGRAPHICS ≒Age: mostly 35 - 45 ≒76% having families ≒Income: B C+ ≒Mostly have not passed high school ≒Location: RURAL Mobile phone usage ≒Use basic functions : call, sms Emotional: Life gets better BRAND ESSENCE IMPROVING LIFE COMMUNICATION BIG IDEA UPGRADE YOUR LIFE
- P O R T F O L I O -
- 6 P S -
is well known as a leading SOFTWARE DEVELOMENT company of VIETNAM They truly UNDERSTAND VIETNAMESE life more than any foreign competitors DREAM.

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Young Marketers Elite Graduation 2015 - Team 1

  • 1. GRAND PRESENTATION - B PHONE Nh畉t Duy Minh V滴 Kim H V探 Thi T炭 Oanh
  • 2. 49% 51% - M O B I L E M A R K E T - Source : GfK 2014 MORE THAN HALF Vietnamese are using FEATURE PHONE The penetration of smartphone is more than 200%/YEAR * Theres a BIG OPPORTUNITY in SWITCHING this group to use smartphone * Source InMobi 2013 (n =1,200)
  • 3. - KEY DRIVER - TO MOVE TO SMARTPHONE - KEY BARRIER - TO MOVE TO SMARTPHONE BETTER MOBILE EXPERIENCE ITS COMPLICATED
  • 4. OUR TARGET THE PROGRESSIVE Relatively BIG size Have motivation to move on in life - S E G M E N T A T I O N I N R U R A L -
  • 5. - A R E A S O F I M P R O V E M E N T - DEMOGRAPHICS ≒Age: 35 - 45 ≒76% having families ≒Income: B C+ ≒Mostly have not passed high school ≒Location: RURAL ATTITUDES Positive outlook towards life (72%) Make further progression in life by f ollowing plans patiently (78%) Wiling to pay for high quality bran ds (79%) OPEN TO NEW THINGS (60%) CONCERN Family health THEIR FUTURE MOBILE USAGE MOST DESIRED FUNCTIONS 1. Calls 2. Text message 3. Listening to FM radio 4. Taking photo 5. Playing game 6. Internet browsing CONNECTION ENTERTAINMENT INFORMATION - T H E P R O G R E S S I V E
  • 6. - B I G N E E D S - CONNECTION ENTERTAINMENT INFORMATION - B A R R I E R - ITS COMPLICATED - I N S I G H T - I know how a smartphone can help me to have better mobile experience. However, smartphone is SO COMPLICATED that Im afraid I cant use it
  • 7. Top need of them is to connect with their children Every year, more than 2,000,000 students & workers travel from rural areas to big cities to study & work 2/3 parents call their children at least 1 a week Parents always care about how their children are doing especially when theyre living far away and seeing their faces make parents feel closer. Listening to FM radio on phone is their top need for entertainment 53% listen to radio and they often listen to radio when away from home. While they watch TV instead of radio when staying at home. They listen to radio because of its convenience, even they prefer to enjoy things combining sound and Image. Top need is to update daily information immediately They know that e-information can keep them up-to-date even faster than TV or newspaper. They know that their current sources of information are slower than e-information meanwhile PC with big screen is not convenient. - CONNECTION - - ENTERTAINMENT - - INFORMATION -
  • 8. CONNECTION ENTERTAINMENT INFORMATION - SOLUTIONS - Video Call Mobile TV Wide angle camera Voice enhancing mic Big screen size: 5.7 inch HD speaker Big screen size: 5.7 inch Reading mode enhancing Categorized information E-newspaper BO A virtual assistant for Vietnamese JUST ASK and BO will complete every task through Vietnamese Voice Send MSM Control Mobile TV and more Make calls/ video calls Search movies & music
  • 9. - P O S I T I O N I N G - A smartphone improving mobile experience The progressive - Age: 35 - 45 - 76% having families - Income: B C+ - Mostly have not passed high school - Location: Rural The most EASY-TO-USE mobile experience - BO a virtual assistant for Vietnamese - BOS - Simplified and Localized OS for Vietnamese Provide what NEED To WHOM Differentiated by Reason to believe The most Easy-To-Use smartphone to improve mobile experience of Vietnamese
  • 10. I know how a smartphone can help me to have better mobile experience. However, smartphone is SO COMPLICATED that Im afraid I cant use it Functional: Improve mobile experience The most EASY TO USE experience THE PROGRESSIVE Competitors: - Phillips - Samsung - Zenphone.... And other Chinese brands Vietnamese Technology Brand Software Development and Cloud computing service - Values, Beliefs: Upgrade, Simplicity Convenience - Personality: Insightful Friendly Smart IMPROVING LIFE BRAND ESSENCE - BO a virtual assistant for Vietnamese - Bigger screen - Big Physical keyboard - Simplified and Localized OS for Vietnamese DEMOGRAPHICS ≒Age: mostly 35 - 45 ≒76% having families ≒Income: B C+ ≒Mostly have not passed high school ≒Location: RURAL Mobile phone usage ≒Use basic functions : call, sms Emotional: Life gets better BRAND ESSENCE IMPROVING LIFE COMMUNICATION BIG IDEA UPGRADE YOUR LIFE
  • 11. - P O R T F O L I O -
  • 12. - 6 P S -
  • 13. is well known as a leading SOFTWARE DEVELOMENT company of VIETNAM They truly UNDERSTAND VIETNAMESE life more than any foreign competitors DREAM.