Vũ Nguyễn Mai Linh - Cuộc thi Young Marketer 9

1. VUNGUYENMAILINH
YOUNGMARKETERS9
MARKETING PROPOSAL
VSMART
ARIS PRO

2. Vsmartishaving9%ofthemarketshare,rankedatthe
5th place(inthe3rd quarterof2020)(Canalys’sreport)
MARKET
UNDERSTANDING
2
33
159 12
9
22
Marketshare
Samsung
Oppo
Xiaomi
Vsmart
Vivo
Others
Vsmart’sstrategysincebeginningwastotargetthelow price
section andVsmart Aris Pro withthepriceof9.990.000VNDisthe
firststepforVsmarttoentermid-range price segment
3 key factors helpedVsmartwon9%ofmarketshare
-Beautifuldesign
-Reasonableprice(especiallytothelowpricesegment)
-Goodafter-salesservice
What’skeepingVsmartfromtargetinganew pricesegment:
PROBLEM:Lackofuserexperience

3. PRODUCT UNDERSTANDING AND SEGMENTATION
-Invisiblecameratechnology,
fullscreendisplay
-Premiumdesign
-QuantumphysicssecurityQuantisQRNGChip
-VOS4.0
STRENGTHS
-Weakestfrontcamera
-Lowestbattery life
-Smallestscreen size
WEAKNESSES
KEY TAKEAWAY:VsmartArisProcanpositionitselfasasmartphone
with a premium experience at a reasonable price as
competitive advantages
VS
OP
SS
VI XI
Lowprice Highprice
Premiumexperience
Basicexperience

4. 4
OBJECTIVES
Increase brand
awareness:Vsmart
becomesatopofmind
brandwhenitcomesto
mid-rangephones
Generate
100,000,000,000VNDin
saleswith 10,000
productsafter3
months
Increasepenetrationby
convertingconsumersof
Oppo, Vivo and Xiaomi
fromthepricerangeof
3-7,000,000VNDand
upgradingconsumersof
Vsmart’s old generations
toamid-rangephone.
BUSINESS
OBJECTIVE
Z
MARKETING
OBJECTIVE
COMMUNICATION
OBJECTIVE

5. Male:75%
SECAB
25-30
B&C
GENDER
TARGET CUSTOMER
AGE
30-35
Fulltime
work
-WorkinginSMEsorinstateagencies
-Workingfreelance
Current
phone
-UsingVsmartphonesinthepricerangeof3-5.000.000VND
-UsingOppo,Xiaomi,Vivophonesinthepricerangeof3-7.000.000VND
Behaviors 1. Selecting behaviors:
Carefullyresearch,considerandcompare
2. Buying behaviors:
-Buyphonesdirectlyatretailstore
-Muchinfluencedbythesalesmenandthepromotionactivitiesofeachstore
3. Using behaviors:
-Workingpurposes:Call,email,MSoffice…
-Entertainingpurposes:Playgames,watchYouTube…
These“busy“customerswork8hoursperdayandplaygamesorwatchYouTube
intheirfreetime
Reason
tobuy Afterbeingpromotedorachievedanewgoalincareer
Media
preference
-Facebook,technology
community(VsmartFans
Community…)
-Website:Cafef.com,
genk.vn,tinhte.vn…
-Youtubechannels:Duong
De,VatVoStudio,AnhEm
TV,TanMotCu,…

6. Iwanttobuyanewphone:“
FROM TARGET CUSTOMER’S NEEDS TO PRODUCT PROPOSITION
Fordailyworkingpurposes
Forentertainingpurposes
Atreasonableprice
AIassistant,VOS4.0,securitychip
Biggerscreendisplay,Snapdragonchip,“Gamemode“
Premiumexperienceat9.990.000VND,
withpromotionsandafter-saleservices
VsmartArisProisaperfectphoneforworking
andentertaining,withapremiumexperience
atareasonableprice.

7. INSIGHT
“Iwantanewphoneasa rewardformyhardworkand anewphonewithanabsoluteexperience
willhelpmeunleashmyhiddenstrengthstogofurtherinmycareer“
BRAND ROLE• “Creativitythatchangesthegame“,Vsmartismakingeffortsto
changeandriseintheVietnamesetechnologyindustry.
• VsmartunderstandsVietnameseusers,Vsmartproductsarepremium
butalwayseconomicalandsustainable.
APPROACH
VsmartArisProisa symbol for the potential power ofVietnameseyoungpeople
VsmartArisProisa perfect assistant thathelpsVietnamesepeoplegofurtherintheircareers.

8. BIG IDEA
HIDDEN
POWER
“UNLEASHYOURHIDDENPOWER“
MESSAGE
- Invisible camera, VOS 4.0
- Chip
- Design
THE POWER INSIDE
EVERY PERSON
THE POWERS OF
VSMART ARIS PRO

9. THE HIDDEN POWER TEST
– VSMART PERSONALITY TEST
To discover
hidden powers
Results
Reports
• Vsmartwillcreateapersonalitytestbasedonbigdata
ofVietnameseusers
• ThetestresultwillshowtheStrengths–Weaknesses
andtheanalysisofwhatshouldbeimproved
illustratingimages:DISCpersonalitytest

10. THE COACH/THE ASSISTANT
VSMART ARIS PRO
From the results
Practice
Keep track
Suggest
VsmartArisProwillbeacoach/anassistantthroughVOS4.0,
withmanyusefulapplicationsthathelptheusersunleash their
hiddenpowers
Personality Visitcard Health
Habit Financialassist Calendar
illustratingimages

11. DEPLOYMENT PLAN
PHASE 1: TRIGGER PHASE 2: ENGAGEMENT
Objective
Triggerthecuriosityforthelatesttechnologyof
VsmartArisPro
IncreasetheawarenessforArisProandincrease
brandloveforVsmart
Key
message
Everyonehastheirownhiddenpowers,what’s
yourhiddenpower?
Unleashyourhiddenpowerwiththenewest
technologyofVsmartArisPro
Key hook Digitalvideoandmicrosite Technologyevent:Unleashyourhiddenpower
Brand role
VsmartunderstandsVietnameseusers,helps
youngVietnamesepeopleunleashtheirhidden
capacities
Vsmartcommitstodevelopandempoweryoung
Vietnamesepeople

12. PHASE 1: TRIGGER
DIGITALVIDEO&MICROSITE:
WHAT’SYOUR
HIDDENPOWER?-
PERSONALITYTEST
KEYHOOK
illustratingimages
Digital video:
-Mainidea:Aboutyoungpeoplewhoare
strugglingtounlocknewgoalsintheir
career.VsmartArisProistheperfect
assistantwithhiddenpowers:Camera,
AI,chip,design.What’syourhidden
power,discovernow.
-Therewillbealinktodopersonality
testattheendofthevideo.
-Thedigitalvideowillbeairedonsocial
media,website,youtubeads.
Microsite: For personality test
-Themicrositewillbeplaceonwebsite
suchas:Vsmart.net,Cafebiz.vn,GenK.vn,
CafeF.com,…
-Peoplewilldothetest,receivereports
andticketstoTechnologyevent
VSMART
WHAT’S YOUR HIDDEN POWER?
Unleash your hidden power with Vsmart ArisPro
Do theVsmart personality test hereandreceivepresent
Unleash Your Power
Unleash Your Power

13. PHASE 1: TRIGGER
OHH
DigitalbannersshowingVsmartArisPro’s
casecolordesignwiththemessage:
“What’syourhiddenpower?“
SOCIAL
MEDIA
(FACEBOOK)
Raisediscussionandawarenessaboutthe
personalitytestwiththehelpofKOLS
PR
BOOKING
Unbox,reviewthefirstVsmartArisProto
discoveritshiddenpowers.
Website:Genk.vn,Cafef.com,Tinhte.vn…
Youtubechannels:DuongDe,VatVoStudio,
AnhEmTV…
illustratingimages
Resource:thegioididong.com
Vsmart Aris Pro đánh thức tiềmnăng Việt
Nhà Vsmart đang cam kết phát triển con người bằng bài test tính cách,
ứng dụng bằng trợ lý ảo AI trong hệ điều hành VOS 4.0 mới nhất.
Làm ngay bài test tính cách tại đây và nhận nhiều phần quà giá trị từ
Vsmart: https://www.vsmart.net/vi/

14. PHASE 2: ENGAGEMENT
TECHNOLOGYEVENT:
UNLEASHYOUR
HIDDENPOWER
KEYHOOK
TheeventwilltakeplaceatVCCA-
VincomCenterinHanoiandHoChi
MinhCity
SUPPORTING
TACTICS
-Socialmedia,KOL
-PRarticles
Purpose: Visitorscandirectly
experiencethenewesttechnologyof
VsmartArisPro
Main activity: Conferenceabout
humandevelopment,guidetounleash
yourhiddenpowerandintroducethe
assistant–VsmartArisPro
=>ShowingthecommitmentofVsmartin
empoweringVietnamesepeople
Exhibition:
-Othertechnologyproductsfrom
VinGroupsuchas:TV,cars…
-Mobilegamingcompetition
=>ShowingthehiddenpowerofVsmart
illustratingimages
VSMART ARIS PRO
Technology event

15. PHASE 2: ENGAGEMENT
OOH
POSM
DigitalbannersatVincomShopping
Center,VinMart,retailstoreswith
themessage:“Unleashyourhidden
powerwiththenewesttechnology
ofVsmartArisPro“
illustratingimages
Sales&Trade
Marketing
-Shopperpromotion:
+Truefanpromotion:OldVsmart
phonestradeinforVsmartusers
+ ExchangeVinIDpointstoe-
vouchers
-Retailstoredecorationand
merchandisingforVsmartwith
the“Hiddenpower“themeand
VinSmartbranding
illustratingimages
VSMART
UNLEASH YOUR HIDDEN POWER
OldVsmartphonestradein

16. COST AND TIMELINE
1
ST
MONTH 2
ND
MONTH 3
RD
MONTH
Cost
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Phase1:Trigger Phase2:Engagement
Reach and
frequency
Heavy Medium Heavy Low
Social media Digital video,Personality test Tech event Sales 400.000.000
Microsite Personalitytest 3.000.000.000
Event Tech event 2.000.000.000
OOH/POSM
Digitalbanner:“What’syour
hidden power?“
Digital banner:“Unleash yourhidden powerwith…“ 600.000.000
PR/Booking Bookingforthepersonality test Bookingfortheevent 500.000.000
KOLs KOLs:Personality test-> Tech event 500.000.000
Trademkt Sales&trademarketing 3.000.000.000

17. THANKYOU
FORLISTENING