TABLE OF CONTENTS
CHAPTER ONE.. 2
INTRODUCTION OF MOBIFONE COMPANY WITH THE ISSUES RELATED TO THE RESEARCH TOPIC.. 2
1. Introduction of the company. 2
2. Introduction of the research topic. 8
2.1 General information about the product Q student 8
2.2. Introduction of the research topic. 10
CHAPTER TWO.. 12
THEORETICAL FRAMEWORK.. 12
CHAPTER THREE.. 17
FINDINGS ON CHARACTERISTICS AND DEMANDS OF THE STUDENTS ABOUT Q STUDENT 17
1. General analysis. 17
1.1 Some features that Q Student are good at understanding students’ characteristics 17
1.2 Some weaknesses MobiFone has when offering promotion with the package Q Student 18
1.3 Opportunities the company can get through developing Q Student 18
1.4 Challenges MobiFone has to face when it provides a new student package. 19
1.4.1 Challenges from the two other operators providing the same student package 19
1.4.2 Challenges from new mobile operators. 20
2. Findings on consumer behavior and demands on using mobile. 22
2.1 Consumer behavior on using mobile. 22
2.2 Consumer demands on using mobile. 23
2.3 Consumer behavior on receiving information. 24
2.4 Conclusion from the survey. 24
CHAPTER FOUR.. 26
RECOMMENDATIONS TO IMPROVE PROMOTION PROGRAMS FOR Q STUDENT 26
1. Recommendations to develop the promotion of Q Student to students. 26
2. Recommendations to develop the promotion of Q Student to pre-students. 28
3. Recommendations to improve the promtion of Q Student to graduates. 29
The research topic is improving the promotion of Q Student, a product of MobiFone Company through offering various benefits to different groups of customers.
The reason for the interest in this topic is from the researcher’s situation. Like almost students in Vietnam, the researcher is very happy when three mobile operators (Viettel, MobiFone, and Vinaphone) launch a new product which is designed for only students with a lot of benefits. MobiFone is the provider which offers more benefits than the two others. However, I feel dissatisfied when I can not take full advantage of all benefits which this provider offers. For example, I use a normal mobile phone which only has the basic functions like calling and answering, sending and receiving messages; so I can not spend 35 free megabytes monthly using GPRS. I had a question: why I can not receive other benefits such as some free calling minutes? That is the original idea for my research.
To start the research, there are two research questions that help the researcher broaden the content of the topic. They include: 1) how many groups are there among students according to their personal factors relating to using mobile? , 2) which kinds of promotion should we apply to different groups?
One of the methodologies of this research is analyzing. Through observing the packages of some mobile operators, the researcher draws some strengths, weaknesses, and challenges that Q Student has and faces with. As a result, the researcher can suggest some recommendations to make the product better.
Questionnaire is the second methodology. 200 students at NationalEconomicsUniversity and Hanoi University of Technology were asked to fill out the form. The result of the survey provides findings on consumer behavior and characteristics on using mobiles.
The researcher also interviewed 30 students among 200 students above. From their answers, there was information about their feelings on Q Student and their recommendations to improve the product.