VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION FINAL REPORT SERVICE MARKETING SERVICE MARKETING: ZALOPAY By: Group 06 Advised by: Phan Hà Thanh Nhã Major: Marketing Year: 2022 Ho Chi Minh City, April 23, 2022 0 0 TEACHER’S COMMENT. 0 0 Member List Full Name Student ID Working Complete Market Overview Target Customer Bùi Thị Ngân Thuỷ 719H0132 Value through the 100 % (Leader) marketing mix Customer attrition About ZaloPay Price Nguyễn Minh Quang 719H0900 100 % Customer retention strategies People Physical evidence Hà Thúc Vũ 719H0934 100 % Value through the marketing mix Value through the marketing mix Nguyễn Trung Quân 719H0104 Place 100 % Build customer engagement Promotion Phan Hoàng Huy 717H0322 100 % Process About company Nguyễn Lê Thanh 71704416 About ZaloPay 100% Thảo Conclution 0 0 THANK FOR To be able to carry out and complete the report on the topic "Service Marketing ZaloPay.", I have received a lot of support and help as well as concern and encouragement. This report is also completed based on the reference, learning experience from related research results, specialized books, and newspapers of many authors at universities, research organizations, organizations, politics published on the internet, books, newspapers, etc. Especially, the support and guidance from teachers who are teaching at Ton Duc Thang University and the help, facilitate material and spiritual support from family and friends.
First of all, we would like to express our deep gratitude to lecturer Mr. Phan Hà Thanh Nhã - the instructor who directly teaches the class always spent a lot of time and effort in guiding and supporting us throughout the learning process, practice, accumulating knowledge, and make and complete reports. Although I tried very hard to complete the report, it was due to my nascent knowledge, lack of professional experience, as well as difficulties in teamwork due to the impact of the ongoing epidemic situation. Complicated, so there are many shortcomings.
I hope that the teachers will have comments and help to improve the topic. Ho Chi Minh City, April 23, 2022 0 0 DECLARATION OF AUTHORSHIP THE THESIS HAS BEEN ACCOMPLISHED AT TON DUC THANG UNIVERSITY I here by declare that this thesis was carried out by myself under the guidance and supervision of Mr Phan Hà Thanh Nhã; and that the work contained and the results in this thesis are true and have not been either submitted anywhere for any previous purpose or published in any other literature. The data and figures presented in this thesis are for analysis, comments, and evaluations from various resources by my own work and have been fully acknowledged in the reference part. In addition, other comments, reviews and data from other authors, and organizations used in this thesis have been acknowledged, and explicitly cited.
I will take full responsibility for any fraud detected in my thesis. Ton Duc Thang University is unrelated to any copyright infringement caused on my work (if any). Ho Chi Minh City, April 23, 2022 0 0 MENU INTRO. About the Service:.
Delivering customer- experience value:. Value through the marketing mix:. Service recovery program:. “Lì xì gắn kết tình thân” campaign.
IMC tools of campaign. Results of the campaign. Facilities: Website: https://zalopay. Ideal working environment.
Customer retention strategies:. Build customer engagement:. Partner Marketing: VNG Promotes Strategic Cooperation With Universities. Values-based attachment.
Campaign "Million hearts of gold, join hands to fight the epidemic":. Campaign “Saigon is tolerant”. Campaign “Mang Tet ve nha” 2022:.45 0 0 Figure List Figure 1: Logo of VNG Company.2 Figure 2: Logo of ZaloPay.3 Figure 3: ZaloPay ' phone interface.4 Figure 4: Flowchart of service delivery.6 Figure 5: Grocery stores combine traditional payment methods with modern ones.15 Figure 6: ZaloPay has cooperated with Lotte Mart.16 Figure 7: Lazada users can pay via ZaloPay.17 Figure 8: Paying with ZaloPay is very popular right now.18 Figure 9: MV Tấm Cám Đại Chiến.35 Figure 13: Partner Marketing.36 Figure 14: Affiliate Marketing.37 Figure 15: Nitizen's Responding.39 Figure 16: Campaign app interface.41 Figure 17: Campaign "Mang Tet ve nha".43 Table List Table 1: Table of fees for using ZaloPay's services.12 Table 2: Popular types of transaction via e-wallets.19 Table 3: ELECTRONIC Wallet ACTIVITIES COMPLAINT PROCESS.27 Table 4: Customer Respondents.32 0 0 INTRO Market size: The Vietnam mobile payment market size was valued at $250 billion in 2019, and is projected to reach $2,732 billion by 2027, growing at a CAGR of 30. Mobile payment refers to a payment method in which money is transferred from various mobile devices such as smartphones, tablets and other smart devices, for purchasing a product or services.
In addition, various banks and financial institutions are providing mobile payment services as it provides bank customers with convenient, fast and secure payment processing systems. Furthermore, mobile payments eliminate the need of carrying cash, credit cards and debit cards for paying for a particular product and services as well as provide a secured substitute for the cash-based transaction. In addition, various industries such as entertainment & media, transportation, BFSI and others, are rapidly adopting mobile payment services. This helps in improving the security of the payment method and provides faster payment services, which is propelling the Vietnam mobile payment market growth.
Market trends: With the growth of the Vietnamese e-commerce segment and the COVID-19 pandemic have made using digital payment services, especially e-wallets, the “new normal” among many of the highly connected consumers in Vietnam. In 2020, there were around 19.2 million mobile wallet users in the country, and the number of users was forecast to grow almost three-fold between 2020 and 2025. According to a survey conducted in 2021, the usage rate of e-wallets reached close to 60 percent among respondents across Vietnam. This rate was noticeably higher in bigger cities, such as HaNoi or Ho Chi Minh City.
The same survey also revealed that over 60 percent of Vietnamese users had at least two e-wallet apps in use. About the Service: 1. VNG Company: Full name: VinaGame. Figure 1: Logo of VNG Company - Mission: Technology Creation and People Development.
For a better life. VNG believes in the power of the Internet and sets the mission of giving Internet users a meaningful experience. - Core Value: VNG's strength is its people and corporate culture. Based on the guideline of 3 core values, members at VNG always have a spirit of dedication for the common development of VNG and the community.
- Location: VNG Campus - Z06 Street No.13, Tan Thuan Dong Ward, District 7, Ho Chi Minh City. - Typical products: VNG is the leading Internet and Technology Company in Vietnam, has an extremely rich ecosystem of Technology products, meets the needs and builds solid trust with more than 100 million customers both at home and foreign countries. Currently, the company is focusing on developing 4 strategic product groups including: Online games (Games): Vo Lam Truyen Ky, Kiem The, etc.; Connection platforms such as Zing, Zalo, 123 Go, Bao Moi.; Electronic payment method: 123 Pay, ZaloPay and Cloud service VNG CLOUD. 2 0 0 Founded in 2004, VNG has strongly influenced the entertainment needs of young people at that time and quickly effectively exploited the potential of games in the Vietnamese market.
It can be said that VNG has contributed to promoting and bringing the online entertainment platform in Vietnam to a completely new golden age. Not only making games, thanks to its strengths in technology and humans, VNG continues to expand its business into potential but also challenging segments such as entertainment platforms, electronic payments, etc and achieve certain achievements. ZaloPay: Figure 2: Logo of ZaloPay 3 0 0 Figure 3: ZaloPay ' phone interface 4 0 0 Zalo Pay is a mobile payment application owned by Zion Joint Stock Company and developed by VNG Company. This product has been licensed by the State Bank of Vietnam since January 18, 2016, providing many useful features and extremely safe security methods.
Thanks to the Zalo social network's ecosystem, which was already very crowded before, the Zalo Pay wallet has been strongly received and is considered one of the most popular e-wallets today. In terms of use, Zalo Pay wallet has developed many essential and unique features that fully meet the payment needs of users in life at that time. For example, the main and typical utilities of Zalo Pay are worth mentioning such as money transfer; direct payment transactions by QR code or, if it is an Android device, via NFC and Bluetooth links, payment transactions of electricity, water, and Internet bills; send congratulation gifts on important special occasions; Payment of credit card transactions, VISA / MasterCard, etc. Besides information security, with the motto "Payment in 2 seconds", Zalo Pay also focuses on the fastest and most convenient for users.
Currently, there are 4 ways to classify services such as: + People Processing + Mental Stimulus Processing + Possessing Processing + Information Processing ZaloPay's e-wallet service belongs to the group of Information Processing, which directly provides possessing and intangible acts. 5 0 0 Figure 4: Flowchart of service delivery Step 1: Users download ZaloPay application from Appstore or CH Play Step 2: User logs in to confirm personal information Step 3: User selects the link with the desired type of bank or payment Step 4: Choose the type of service you want to use Step 4.1: Pay for purchases, goods, services, etc via QR code or Barcode Step 4.2: Transfer money via e-wallet 2. Partner ZaloPay's main source of income is from business partners. Therefore, the target customers that ZaloPay focuses on are businesses.
Currently, ZaloPay is a partner providing collection and payment services for more than 100 partners who are large enterprises nationwide. Partners spread across all fields: electricity, telecommunications, mobile, television, personal finance, banking, aviation, entertainment, games, etc. Potential partners ZaloPay continues to target businesses looking for a versatile sales and payment channels to support business development nationwide with the following functions: 6 0 0 Online sales Collect money for goods and services Paying commissions and services Direct interaction with sales agents 2. Demographic: Both male and female, but according to Neilsen 54% ZaloPay accounts are female Income: No limited ZaloPay's target audience was young adults (20 to 35-years-old), who already had an active demand for mobile payment or transfer.
Hobbies: Online purchase, online payment, online transaction on a regular basis on Lazada, Baemin, Tiki, Sendo. Loving to using vouchers. Loving the convenience of cashless payments. Location: Ho Chi Minh city is the biggest target market (41%) Ha Noi city is the second (23%) Other big cities such as: HaiPhong, DaNang, CanTho, BinhDuong, etc (36%) d.
Behavioural: Internet savvy, open-minded and quickly adopt new trend adopters Their mobile payment behaviour included internet mobile banking apps and other non-social mobile payment services such as Momo and Viettel Pay. To compete with this plethora of mobile payment options, ZaloPay had to find an easy and intuitive way to get people to experience its money transfer solution. 7 0 0 Want to be an explorer, tend to link with the purposeful brand 3. Delivering customer- experience value: 3.
Value through the marketing mix: 3. Service quality: Reliability ZaloPay has achieved remarkable achievements compared to its competitors that are creating familiarity, reliability and convenience for customers when setting up. Because many people have used Zalo for messaging, it is both easy to adopt ZaloPay. It is extremely important in the e-wallet industry, which invokes greater trust in the products and services.
In the competitive e-wallet industry, nowadays, some brands have a need to innovate in approaching and attracting customers with outstanding marketing campaigns.