VNU- UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS AND ADMINISTRATION BRAND AWARENESS ASSESSMENT OF TELECOM AND 3G INTERNET SERVICE: CASE STUDY OF VIETTEL AND VINAPHONE Supervisor’s name: Dr. NGUYEN Cam Nhung Student’s name : PHAM Hai Yen Student ID : 12050136 Intake : QH2012-E Hanoi — May 2016 TABLE OF CONTENTS ACKNOWLEDGEMENT. ch nh HH HH HH HH TH HH HH i LIST OF ABBREVIA TIONS. LH HH HH HH như ky il LIST OF FIGURES 117.
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Limitations of the study. ch Tnhh ưườ 53 CONCLUSION.niissamsrssmpsenmman sommes gapcanigtlrnuriBndigGBiU8Nng4303d0g:.0-4)558/58/5 54 REFERENCES sessions nxanam cnssnnnonsacemsarsnensaneanarascuassee sock snsanensssesast sowsssseseansere 0005000018 55 APEENNDÔscecenonninnrrroibiiniitesbisintcaisDHEAG211030158545600855550868.0813993585/80085i01088s58cgnn VÉ aT 58 ACKNOWLEDGEMENT It has been over months since I started conducting this study. In this opening, I would like to show my gratitude for people who has been always encouraged me to overcome challenges and supported me while working at Viettel Store Lang Son as well as doing research. First of all, it is my honor to be instructed by a devoted lecturer and always be a source of inspiration for me, Dr.
NGUYEN Cam Nhung. Besides, I would like to give my appreciation to Mr. DO Trong Ha — my supervisor at Viettel Store for his valuable feedback and helpful suggestion during my internship time. Without their advices, I hardly finish my work today.
Finally, I would like to send my thankfulness to all colleagues in Faculty of Business Administration, University of Economics and Business as well as Dr. NGUYEN Dang Minh for their thoroughly supporting so far. Student, Pham Hai Yen il LIST OF ABBREVIATIONS No. | Abbreviation Explanation | SPSS Statistical Package for the Social Sciences — 2 VIF Variance Inflation Factor 3 EFA Exploratory Factor Analysis — 4 KMO Kaiser-Meyer-Olkin Test ] 5 VIF Variance Inflation Factor 6 EFA Exploratory Factor Analysis ili LIST OF FIGURES Bigure Jel.
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Vinaphone — Regression analysis summary (NAME-LOG-SLO-AD- C00 nh. Vinaphone — Hypotheses tested resulÏfs.-- ---sc+c++ccccscsrces 48 ABSTRACT Our globe has gone so far since the new age of technology, in which, the telecommunications and its application has totally changed our living life. Hardly imagine our life nowadays without telephone and our work without data network. In Vietnam, the business of providing telecom services has set up for nearly three decades, gradually transforming from monopoloy to competitive market.
Throughout, this benefical business has seen various new entrance and exist market players suffering upturn and downturn. However, it has never been tedious to look at this market and see how the suppliers deal with users and their huge demand growing continously without any sight ofpause in the future. In 20th century, the first telecom service in provider was established as a state-owned enterprise, under the name Vinaphone, enjoyed all advantages of the market leader. Then, Viettel, a military-served corporation came into as inferior follower.
But now, the rule of game changes. Even though two of them become the biggest players in the market, the significance market share is in hand of Viettel in stead of Vinaphone. This study would like to take involve of two competitors, one military-served and one originally state-owned enterprise, to research about their success in building brands since years. After years doing branding, it is neccesary to understand which brand elements make the audience impressive and remember more, whether Brand Name, Logo, Slogan or the Jingle on TV commercial advertisement.The contribution of brand elements is evaluated in term of raising brand awareness.
Looking from the perspective of younger generations in the context of Vietnam society in 2016, this essay also interprete the customers’ preference by implementing a simple comparison between Viettel and Vinaphone. To achieve this goal, quantitative method was chosen to analyze data and previous analysis result was used to refer. In details, the author reviewed theory of brand equity, brand awareness and brand elements to form a conceptual framework to analyze statistics. Define the significance of research The Telecommunications has become more and more essential in modern society, defined itself as the most crucial technology foundation of any country.
Telecommunications creates a platform that helps enclose individuals to individuals. groups to groups, organizations to organizations, business to its customers, government to its popular and governments to governments. It enables participation and development, thanks to the ability to transfer data through distance. Also, telecommunications also provide vital infrastructure for national security.
The technologies and its application has changed the way we live since the last century, consequently, changed the face of doing business. Such importance, the Telecom Service suppliers own a huge advantage in doing business. Hardly imagine our life nowadays without telephone and our work without data network. In Vietnam, this business sector has typical features of oligopoly market when the majority of market share is in the hands of the few.
This study conduct research on two big player Viettel and Vinaphone, one military- served and one originally state-owned enterprise, in term of mass marketing — assessment the brand awareness in customers’ mind. The research intends to draw a general picture of brand awareness of two Telecom Service providers Viettel and Vinaphone, in order to have deeper understand of this business market in present. To business, it is time to review gain and loss. To further studying, this research can be considered as a reliable source of academic reference with realistic data and appropriate scientific methodology in the context of Telecommunication sector and in the subject of building strong brand.
The author stands on the neutral point of view, collects answer from clients toward two brands, then applies quantitative method to analyze and compare. The final research result would be an overview of what elements they are doing well and opposite, accompanying with discussion on the strength and recommendation on improving their weakness. Aims of research From the requirement of my internship at Viettel Store, it is essential to look at a report with figures of the current situation of the Telecom Services market from the perspective of customers, as the basis to build marketing plan for my project. Despite searching efforts, there is not any reliable previous work equivalently.
Hence, this study was conducted comprehensively to serve the purpose of a stakeholder. Objectives Telecom Services suppliers Viettel and Vinaphone are the objectives of the study. Note that in case of Viettel, the name of company and telecom services brand name is the same, however, for Vinaphone, the brand name is put into reserch is called Vinaphone. In details, the level of brand awareness that Viettel and Vinaphone has achieved is main content.
Acting as third party, the researcher took involvement of telecom service users to talk about two providers and their opinion about two brand identities. The participants were chosen randomly, belonged to diversified social classes with different occupation, income level and certainly distinctive in demand. Research Questions Brand awareness level of Telecom Services and 3G Internet in case of Viettel and Vinaphone is defined by answering three questions: - After 15 years building brand, which brand elements has most impact on their customers’ brand awareness. in case of Viettel and Vinaphone? - What is customers’ preference between two brands.
in term of four brand elements: Brand name, Logo, Slogan and Advertisement? - What should Viettel and VNPT telecom services providers do to improve in the future? 5. Research Scope It is impossible for a SME to conduct research on national scale of whole telecommunication industry. Therefore, our Project concentrated on two services of telephoning and mobile Internet 3G provided by Viettel and Vinaphone, which are familiar to mass audience and certainly strong impact on our business. The author contacted 500 people living in 7 big districts around Ha Noi and in 3 districts in Lang Son province from client database to ask for participation.
There were 300 valuable feedback forms received after 3 weeks from March 25th to April 8th 2016. Research Process This research is result of three-month internship at Viettel Store Lang Son. Initially, the author participated in market research activities: collected data of clients, contacted as a part of customer service. Next stage, a questionnaire was built and spread through to randomly chosen 500 customers who has business transaction with our company during a month.
The response were filtered and cleaned before going to analyzing process in later stage. This essay is divided into five main chapters with four main contexts: Chapter 1: Literature review Theoretical framework related to the research is presented,contains main concepts about brand awareness topic. Chapter 2: Research methodology Chapter 2 provides research methodology in details, from preparing for collecting data to analyzing plan. Chapter 3: Analysis This chapter describes the research context, introduces the objectives.
Then, it encompasses data analysis and shows results after using SPSS 20. Chapter 4: Research results/ Discussions This chapter shows the implications, conclusion and recommendations based on results and findings in chapter 3. All research questions will be answered, besides some suggestions to enhance brand awareness for two companies in further future.