VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022 UNDER THE SUPERVISION OF: Văn Đức Sơn Hà CLASS: 03 GROUP: 01 STUDENTS: 1. Trần Minh Thư 719H0915 2. Trương Nguyễn Hiền Thơ 719H0911 3. Nguyễn Thị Tuyết Nhung 719H0096 4.
Lê Phạm Thanh Huyền 719H0044 5. Lý Ngọc Minh Trân 719H0919 6. Ngô Nguyễn Xuân Mai 719H0064 7. Vũ Nam Phương 719H0897 8.
Vũ Nguyễn Bình Giang 719H0027 HO CHI MINH CITY, NOVEMBER 2021 1 2 0 GROUP PERFORMANCE Student Student Completion Contribution No. Task name ID rate rate SWOT analysis, propose idea and Trần complete digital 1 Minh 719H0915 100% 12.5% marketing plan, POE Thư media, executive summary Trương Propose idea and Nguyễn complete digital 2 719H0911 100% 12.5% Hiền marketing, POE media, Thơ budget research Business Nguyễn information, propose Thị 3 719H0096 idea and complete 100% 12.5% Tuyết digital marketing plan, Nhung POE media Lê Phạm Objectives analysis, 4 Thanh 719H0044 design poster, 100% 12.5% Huyền powerpoint Lý Ngọc Competition analysis, 5 Minh 719H0919 POE media, 100% 12.5% Trân presentation Ngô Nguyễn Target customers.5% Xuân media, presentation Mai 2 2 0 Market summary, SEO Vũ Nam 7 719H0897 research, contribute 100% 12.5% Phương idea, edit report Vũ Objectives analysis, Nguyễn 8 719H0027 design poster, 100% 12.5% Bình powerpoint Giang 3 2 0 COMMENT. 4 2 0 TABLE OF CONTENTS CHAPTER 1: EXECUTIVE SUMMARY. Video OTT market.
Digital marketing plan 2022. 1 CHAPTER 2: MARKET OVERVIEW. 3 CHAPTER 3: SITUATION ANALYSIS. Goals for each stage.
17 Digital marketing channels:. Error! Bookmark not defined. Two Options + Actionable plan. 69 6 2 0 CHAPTER 1: EXECUTIVE SUMMARY 1.
Business background WeTV is an application to watch movies and TV shows with a variety of genres, recently launched by Tencent. WeTV was launched in Vietnam in June 2020 to increase the reach of users and better serve viewers through the video experience. WeTV initially broadcasted original Chinese programming that was dubbed into Thai. Then, to suit the entertainment needs of audiences in many nations, it was created and upgraded with many more languages such as Vietnamese and Indonesian.
Video OTT market Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development in Vietnam, people can access these types of services easily. This report outlines the consumer’s behavior and habits about video streaming services. Smartphones (76%) & smart TV (73%) are used the most when watching video streaming. The majority of consumers watch videos at their homes (97%) with their partner (husband/wife) 45%.
Consumers prefer watching video streaming on topics related to "TV series/Feature film" (60%), "Music" (50%) & "Entertainment program/ Gameshow/ Reality show" (48%). Due to COVID 19, the number of users watching video OTT has increased extremely, because cinema is not opening, which is why people download video streaming applications. Furthermore, people must stay at home, get lots of leisure time so watching films is one of the daily routines. Digital marketing plan 2022 Before planning, summarize the video OTT market to get important information about numerous users and how much they spend time.
Then analyze competitors, understand completely their strengths and weaknesses to improve our service and avoid their mistakes. Next, analyzing SWOT, recognize what weTV has strengths and weaknesses and what chance or risk of the environment to guide WETV the right way to achieve higher goals. 1 2 0 Positioning target customers to choose suit channels to reach them effectively. Move to objectives, analyze depending on SMART metrics, set customer journey, and last but not least KPI settings.
WeTV chose 6 digital channels as social marketing, content marketing, video marketing, email marketing, banner display marketing and the last one is SEO. The reason why they chose these is they are appreciated for WeTV's objectives in 2022 and popularity to approach audiences in Viet Nam. For each channel, we set different KPIs. A sum plan for the whole year, then each month demonstrates specific tasks and goals.
2 2 0 CHAPTER 2: MARKET OVERVIEW According to the Viet Nam Digital 2021 report conducted by We Are Social and Hootsuite, Vietnam is a country with a large population, with an urban population of 36%, including 68.17 million Internet users and 65 million active users on social media. In addition, the percentage of residents with mobile phone connections is up to 150%, corresponding to 145.8 million phones used. This is a potential market for tycoons in the online entertainment industry, especially online movies, expanding the market. WeTV is one of them.
Currently, the streaming tv service is increasingly popular in Vietnam with a variety of providers such as FPT Play, Netflix and VieOn,. 42% of users spend an average of 2 hours a day watching movies online according to Q&Me's report, February 2020. Statistics also show that the percentage of consumers who prefer to watch topics about feature films, music and other shows is 60, 50 and 48%, respectively. In the field of feature films, Korean and Chinese films have been dominating compared to other countries' films.
Although this is the advantage of WeTV, the statistics show that WeTV only accounts for no more than 10% of the market share when measuring the user aspects, discussions on social media,. Compared to its rival iQiyi, WeTV is currently somewhat inferior despite its very strong potential. In Vietnam, WeTV currently has only nearly 411,000 and 20,000 downloads on the Play and App Store platforms. However, WeTV's YouTube channel, which posts video clips related to the film, has a high interest of 2.
At the same time, WeTV's Facebook is currently having an unreasonable mark when it has more than 5.5 million followers but only nearly 800,000 likes. However, it can be said that raising market share in the Vietnam market of WeTV is extremely feasible if there is a good strategy and way to implement it. 3 2 0 CHAPTER 3: SITUATION ANALYSIS 3. Bussiness overview WeTV is the international version, the Chinese version is Tencent Video腾讯 视 频 播放 器 (Simplified: 腾讯 视频, traditional: 騰訊 視頻, pinyin: Téngxùn Shìpín) is a Chinese video streaming website, owned by Tencent - the giant that dominates China digital economy with a market capitalization of 500 billion USD.
This group owns the social network WeChat with more than 1 billion users. As of March 2019, the site had over 900 million monthly active mobile users, and 89 million registered users. WeTV is an entertainment application that is loved by many people, supporting use on both current popular mobile operating systems, iOS and Android. WeTV provides a treasure trove of famous game show programs, attractive TV series, all exclusively provided with Vietnamese subtitles and the best picture and sound quality.
To watch movies and shows on WeTV, you must have this application pre-installed on your device. We TV service is considered to be the most attractive service among foreign OTT applications being provided to Vietnam. Tencent currently holds the rights to hundreds of thousands of Chinese movies with millions of hours of movies. Therefore, We TV is providing tens of thousands of Chinese movies, series, TV series, game shows.
Just download the application, do not need to register for an account, you can watch a lot of movies, game shows for free, with a lot of new content updated daily. It can be said that Chinese films are very popular in Vietnam, and some domestic TV stations in recent years have also regularly bought Chinese films to broadcast on television. We TV has the advantage of having a lot of content and appealing to Vietnamese tastes. The remarkable thing is that all content has a Vietnamese subtitles version.
We TV service price is the cheapest on the current OTT TV market. WeTV users have a fee of 25,000 VND/month, 55,000 VND/quarter and 259,000 VND/year. With this subscription, the fee for using the VIP We TV package for 1 year is only equivalent to using Netflix for 1 month. Strength We TV's service price is the lowest on the current OTT TV market.
WeTV users pay 25,000 VND/month, 55,000 VND/quarter and 259,000 VND/year. With this subscription, the fee for using the VIP We TV package for 1 year is only equivalent to using Netflix for 1 month. The WeTV application also provides users with classified content by category. From there, viewers can easily select chapters.
program tailored to your needs and preferences. In particular, WeTV's mechanism of recommending content suitable for viewers optimized by age, interests and search history. That is one of the great steps forward compared to the Apps & platforms that are available not only in Vietnam but also in Southeast Asia (except for Netflix - The application that provides movie content to customers). from the US.
The WeTV application provides a choice of movie quality for users to watch movies or entertainment programs in a smoother and more satisfying way. It can be said that watching videos with HD + quality, Full HD 4K helps users have a better experience than ever. In particular, in the near future, developer Tencent Video has taken steps to integrate WeTV into a basic application available on SmartTVs of Sony, Samsung, LG and other major electronics distribution brands in Southeast Asia in order to encroaching on operating systems not only Mobile but also Tablet, iPad and SmartTV. WeTV has completely handled the content delay issue.
Especially for TV series, WeTV Application is well taken care of and almost regularly updated daily or hourly to serve viewers. What's more, the special feature of WeTV App is that users can watch short videos, interesting moments in daily life from idols and celebrities. In addition, with your favorite movies and shows, you can save them to the watch list later or through suggestions from the search history easily. Weakness The first of the factors that need to be improved is the strength of WeTV, with HD + video quality and more, WeTV makes many mid-range mobile devices become hot and drain the battery quickly.
This is also one of the things that makes most users lament 5 2 0 when experiencing not only WeTV but also heavy games or watching movies with Mobile Site. The second is the video download feature that is only used for limited use if you do not register for an account and activate a Premium account. For a large part of Vietnamese users in particular and Southeast Asia in general, paying for online video content seems uncomfortable. This is also one of the difficulties, although it is not big, but affects quite a lot the revenue not only of WeTV but also of other VOD entertainment applications.
After all, currently WeTV still has some issues with distribution rights and is allowed to officially release in a number of Asian countries. However, in those regions of the country, the market is very potential for Tencent Video Developer's quest to conquer the Asian market in the distant future. Payment coverage is limited for the Chinese apps WeTV. Users can purchase VIP packages using Apple and Google payment channels.
To use Apple Pay, you must first put money into your wallet from an overseas credit card. When it comes to Google, a variety of domestic e-wallets that are linked to Google's payment channel can be used to top up money. Each Apple or Google ID is only used to keep a We TV VIP account active. Opportunity Specifically, in the context of the entire country implementing social distancing to combat the COVID-19 epidemic, all of cinemas have been closed, there has been a sudden increase in the demand for enjoying information entertainment on people's OTT TV services.
Chinese films are particularly popular in Vietnam, and some domestic TV stations have regularly purchased Chinese films to air on television in recent years.