Tài liệu sưu tầm. Group3_Marketing campaign

MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING □□&□□ MID-TERM REPORT
COURSE: PRINCIPLES OF MARKETING
EVALUATING THE MARKETING CAMPAIGN AND
SUGGESTING NEW PLANS FOR VIEON (2024 – 2025) MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING □□&□□ MID-TERM REPORT
COURSE: PRINCIPLES OF MARKETING
EVALUATING THE MARKETING CAMPAIGN AND
SUGGESTING NEW PLANS FOR VIEON (2024 – 2025)
Lecturer: PhD. Ngo Minh Trang
Course code: 25311910004202
The Students: Phung Thi Tuyet Nhi – 2421004305
Nguyen Huynh Phuc – 2421004308
Nguyen Ngoc Mai Anh - 2421004277 TABLE OF CONTENTS
EXECUTIVE SUMMARY .......................................................................................... 3
CHAPTER 1: CURRENT MARKETING SITUATION ......................................... 4
1.1 Market description ................................................................................. 4
1.2 Product review ........................................................................................ 4
1.3 Review of competition ............................................................................ 5
1.4 Review of distribution ............................................................................ 5
CHAPTER 2: SWOT ANALYSIS .............................................................................. 6
2.1. Strengths ................................................................................................. 6
2.1.1. Customer experience ........................................................................ 6
2.1.2. Marketing strategy ............................................................................ 6
2.1.3. Vietnamese cultural value ................................................................. 6
2.2. Weaknesses ............................................................................................. 6
2.2.1. Consumer trends: .............................................................................. 6
2.2.2. Copyright policies: ........................................................................... 7
2.3. Opportunities ......................................................................................... 7
2.3.1. Large domestic market ..................................................................... 7
2.3.2. Growth of interactive features .......................................................... 7
2.4. Threats .................................................................................................... 7
CHAPTER 3: OBJECTIVES ..................................................................................... 8
CHAPTER 4: MARKETING MIX ............................................................................ 9
4.1. Poduct ..................................................................................................... 9
4.1.1. Launch of VieON Shorts (short-video content) ................................ 9
4.1.2. Strengthening Vietnamese Originals ................................................ 9
4.1.3. Content collaboration with Miss Universe Vietnam 2024 ................ 9
4.2. Price ...................................................................................................... 10 1
4.2.1. VieON Global – one-month free trial for international users ......... 10
4.2.2. Local new-user offer – VIP at 49,000 VND ................................... 10
4.2.3. VNPAY partnership – instant discount ........................................... 10
4.3. Place ...................................................................................................... 10
4.3.1. Global expansion with VieON Global ............................................ 10
4.3.2. Samsung partnership – Smart TV integration .................................. 11
4.3.3. Multi-platform content presence ...................................................... 11
4.4. Promotion .............................................................................................. 11
4.4.1. “Bật VieON – GameON đón Tết” (2024) ........................................ 11
4.4.2. CSR “Kiến Tạo Nhịp Cầu” .............................................................. 11
4.4.3. Offline fan-engagement events ....................................................... 12
CHAPTER 5: BUDGETS ......................................................................................... 12
CHAPTER 6: CONTROLS ...................................................................................... 13
6.1. User Monitoring ................................................................................... 13
6.2. Marketing Campaign Evaluation ....................................................... 13
6.3. Content Quality Measurement ........................................................... 13
6.4. Financial Control ................................................................................. 13
6.5. User Feedback ...................................................................................... 13
CHAPTER 7: EVALUATION AND RECOMMENDATIONS ............................. 14
7.1. Evaluation ............................................................................................. 14
7.2. Recommendation ................................................................................. 14
7.2.1. Develop region-based content ........................................................ 14
7.2.2. Improve user features ..................................................................... 14 2 EXECUTIVE SUMMARY
In the highly competitive digital entertainment market in Vietnam, VieON – a
product of DatVietVAC – is strengthening its position as a leading digital content
platform thanks to its licensed Vietnamese content and personalized technology.
This report focuses on analyzing VieON’s marketing strategy through four main
parts: market description, product review, review of competition, and review of
distribution, to provide a clearer view of VieON’s operations in the Vietnamese OTT
market. Based on the SWOT and the Marketing Mix (4Ps), our team will examine
VieON’s internal capabilities and business environment by identifying its strengths,
weaknesses, opportunities, and threats, while also reviewing product, pricing,
distribution channels, and promotional activities.
This report aims to apply learned knowledge to real-world analysis and provide
practical recommendations to help VieON strengthen its competitive advantages and
maintain its leading position in Vietnam’s digital entertainment industry. 3
CHAPTER 1: CURRENT MARKETING SITUATION 1.1 Market description
VieON operates in the Vietnamese OTT market, serving domestic audiences and
overseas Vietnamese who want legal content, multi-device access, and cultural
connection. Since 2025, VieON Global has reached over 6 million overseas Vietnamese
in 130+ countries, including the U.S., Australia, Japan, and South Korea. With
Vietnamese content supported by bilingual or multilingual subtitles, the platform helps
overseas users stay connected to their roots and introduces Vietnamese culture to international viewers. 1.2 Product review
Launched in 2020, VieON offers licensed TV dramas, movies, game shows, and
reality shows through the DatVietVAC Eco-Complex. Popular programs include Anh
trai “Say Hi”, Em xinh “Say Hi”, and 2 Ngày 1 Đêm Vietnam. Beyond VOD, it provides
140+ TV channels, HBO Go, and sports content. VieON applies AI and Big Data for
recommendations, uses DRM for security, and maintains stable streaming across
devices. The global version adds multilingual subtitles and works with overseas distributors to expand reach. 4
1.3 Review of competition
VieON competes with Netflix, VTV Go, DANET, and iQIYI. While these
platforms attract viewers with trending titles, VieON differentiates through strong
Vietnamese game-show content. Despite ranking fourth in early 2023, by 2025 it
became the most discussed entertainment app online with about 990,000 mentions,
showing strong growth in a highly competitive market.
1.4 Review of distribution
VieON is available on mobile app, website, and Smart TV, offering consistent
streaming. Besides online access, it organizes offline events, such as the 2025 VieON
All-Star Championship in Ho Chi Minh City and the “Say Hi” Brother show in Las
Vegas. Future plans include online fan meetings and cultural events to reach overseas
communities and reinforce brand presence. 5
CHAPTER 2: SWOT ANALYSIS 2.1. Strengths
2.1.1. Customer experience
Through its API-based data system, VieON can understand user needs and
preferences. The company also develops a recommendation system to suggest suitable
content for each customer group. This makes VieON stand out by fully using digital
strengths and understanding customer profiles. Besides online services, VieON also
creates offline experiences such as press events, fan meetings, and live shows. These
activities help build brand awareness and bring diverse revenue sources.
2.1.2. Marketing strategy
VieON promotes its brand through platforms like Facebook, Instagram,
YouTube, and TikTok. Unlike other companies that rely heavily on frequent ads, VieON
uses the image of influencers to engage the public.
2.1.3. Vietnamese cultural value
When first launched, VieON aimed to bring Vietnamese cultural and social
stories to viewers in a friendly and modern way. This quickly attracted interest and
support. To continue spreading Vietnamese culture, especially to overseas Vietnamese,
VieON launched VieON Global in early 2024, offering a free one-month trial with extra benefits. 2.2. Weaknesses
2.2.1. Consumer trends:
Consumer trends and the market can change very quickly, which may make
VieON’s business strategies outdated or no longer suitable. VieON still faces high costs
for content production and licensing, while the number of users willing to pay in 6
Vietnam is still low. Many viewers prefer free options, so they often choose illegal
streaming sites instead of paying for legal platforms.
2.2.2. Copyright policies:
Competition and the fight for content rights can increase costs and create legal
risks for VieON. Copyright issues may affect content supply and cause financial loss. 2.3. Opportunities
2.3.1. Large domestic market
With Vietnamese language and familiar features, most Vietnamese users prefer
apps made by local companies. Investors are also increasingly prioritizing Vietnamese
products and services (“Vietnamese use Vietnamese goods”). This helps VieON reduce
challenges when competing with foreign platforms.
2.3.2. Growth of interactive features
Interactive functions such as livestreams and real-time comments help users
connect more with each other. This is a promising direction to attract young audiences.
If VieON keeps improving technology, diversifying content, and strengthening
interactive features, future growth potential will be high. 2.4. Threats
VieON must deal with widespread copyright infringement, changes in content
regulations, and rising licensing costs, especially for sports and live shows.
Moreover, VieON is facing many strong competitors such as Netflix, VTV Go,
DANET, and iQIYI. These platforms own streaming rights to many popular movies,
making them direct competitors of VieON. 7 CHAPTER 3: OBJECTIVES
- VieON Global aims to expand its reach, build more international partnerships,
and enter 20 major markets in the near future.
- It will boost its “online to offline” (O2O) strategy by holding real-life events—
concerts, tournaments, and fan meetings—to increase user interaction and
loyalty. VieON will use AI and Big Data more deeply, improve streaming quality,
and personalize content to give users a better experience.
- VieON wants to be a “cultural bridge” between Vietnam and Vietnamese people
worldwide, so Vietnamese content can reach more global audiences. The
platform will grow its licensed content library, add multi-language subtitles, and
work with international distributors to spread Vietnamese culture. 8
CHAPTER 4: MARKETING MIX 4.1. Poduct
4.1.1. Launch of VieON Shorts (short-video content)
VieON introduced VieON Shorts in 2024 to match TikTok-style consumption
among younger audiences, allowing short-video viewing directly in the app. The
initiative aimed to boost engagement and screen time, attracting users who enjoy quick
entertainment formats. Promotion centered on in-app exposure and social-media
communication to encourage trial and strengthen platform relevance among youth.
4.1.2. Strengthening Vietnamese Originals
VieON continued prioritizing exclusive Vietnamese Originals to retain users and
differentiate from global OTT services. In 2024, standout titles such as 7 Năm Chưa
Cưới Sẽ Chia Tay, Yêu Trước Ngày Cưới, and Ước Mình Cùng Bay drew strong
attention; notably, 7 Năm Chưa Cưới Sẽ Chia Tay received the Mai Vàng 2024 award.
These Originals achieved high viewership and reinforced VieON as a platform shaped
for Vietnamese tastes. They were released exclusively on VieON and were heavily
promoted through social media, news outlets, and celebrity appearances to expand awareness.
4.1.3. Content collaboration with Miss Universe Vietnam 2024
VieON partnered with Miss Universe Vietnam 2024 to reach beauty-focused
audiences and enhance its content library. The platform streamed Beauty Brush, a four-
episode behind-the-scenes reality series featuring makeup and hairstyling experts
working with contestants. Conducted from August–September 2024, the campaign
leveraged the event’s popularity and was promoted via the VieON app, VieON’s social
networks, Miss Universe Vietnam’s channels, and press activity to improve seasonal reach. 9 4.2. Price
4.2.1. VieON Global – one-month free trial for international users
Upon launching VieON Global in early 2024, all new international users
received one free month of full access, helping reduce entry barriers and stimulate sign-
ups while promoting Vietnamese content abroad. The trial was announced via PR, press
releases, and platform banners.
4.2.2. Local new-user offer – VIP at 49,000 VND
In Vietnam, new users could subscribe to the VIP plan for 49,000 VND instead
of 69,000 VND to encourage paid adoption and build habits of premium viewing. The
initiative ran throughout 2024, especially during holidays, and was promoted through the app and social media.
4.2.3. VNPAY partnership – instant discount
VieON partnered with VNPAY-QR to offer a 35,000 VND discount on VIP
purchases from October 21, 2024. During Black Friday 2024, subscription plans were
discounted 50%, improving affordability and encouraging longer-term sign-ups.
Communication included in-app messaging and digital-payment partners. 4.3. Place
4.3.1. Global expansion with VieON Global
In January 2024, VieON Global was launched on iOS, Android, web, and Smart
TV to reach overseas Vietnamese. With over 10,000 hours of subtitled Vietnamese
content, the service targeted communities in 130+ countries, especially North America,
Australia, Japan, and South Korea, supporting cultural connection and niche expansion. 10
4.3.2. Samsung partnership – Smart TV integration
VieON collaborated with Samsung so premium Smart TVs included built-in
access. During Tet 2024, buyers of 2023 Neo QLED/OLED TVs received 12 months of
VieON All Access, while 2022 high-end models included six months of VieON VIP.
This helped strengthen big-screen usage and household adoption.
4.3.3. Multi-platform content presence
VieON expanded its reach by streaming major shows such as Ca Sĩ Mặt Nạ and
Rap Việt across the app, Vie Channel, and YouTube, followed by offline events
attracting tens of thousands. Activities such as Anh Trai “Say Hi” performances in the
U.S. supported the promotion of VieON Global within overseas communities. 4.4. Promotion
4.4.1. “Bật VieON – GameON đón Tết” (2024)
VieON launched a Tet gamification event offering over 55,000 prizes worth
more than 2.5 billion VND, including gold bars, Samsung 55’’ TVs, and one-year VIP
codes. Winners met Hoàng Hải and The Masked Singer season-2 champion Anh Tú.
Promotion ran on VnExpress, Ngoisao, social media, and Sóng 24 featuring Trấn Thành and Orange.
4.4.2. CSR “Kiến Tạo Nhịp Cầu”
VieON partnered with Nam Phương Foundation to build rural bridges, winning
the AREA 2024 Social Empowerment award. Four documentary seasons gained
500,000+ views and involved 400+ artists, including Trấn Thành, Hari Won, Ngô Kiến
Huy, Lâm Vỹ Dạ, and Thúy Ngân. 11
4.4.3. Offline fan-engagement events
Concerts and fan-meetings for Rap Việt season 3 and Ca Sĩ Mặt Nạ season 2
attracted ~20,000 attendees, building loyalty. VieON won “Outstanding Vietnamese
Entertainment Platform” at Tech Awards 2024 and expanded its presence via press,
social media, YouTube recaps, and livestreams. CHAPTER 5: BUDGETS Not Available 12 CHAPTER 6: CONTROLS 6.1. User Monitoring
VieON tracks key metrics such as MAU (Monthly Active Users), paid
subscribers, retention rate, and watch time. The platform also collaborates with
MoEngage to analyze user behavior and optimize conversion rates.
6.2. Marketing Campaign Evaluation
Campaign effectiveness is measured through indicators like CTR (Click-
Through Rate), Conversion Rate, CPA (Cost per Acquisition), and ROMI (Return on
Marketing Investment). These metrics help adjust messages, channels, and budgets accordingly.
6.3. Content Quality Measurement
VieON monitors views, video completion rates, and social media engagement
to assess the attractiveness of each program and replace underperforming content. 6.4. Financial Control
The company tracks profit by content type, compares marketing costs with
revenue, and evaluates investment efficiency to ensure overall financial performance. 6.5. User Feedback
VieON collects feedback through ratings, social media, and surveys (CSAT,
NPS) to detect and improve viewer experience early. 13
CHAPTER 7: EVALUATION AND RECOMMENDATIONS 7.1. Evaluation
Overall, VieON has built a strong position in Vietnam’s digital content market
thanks to its deep understanding of local tastes and a rich library of Vietnamese content.
However, the platform still faces big challenges: high production and licensing costs, a
low share of paying users, and heavy competition from global OTT services. To keep
its advantage, VieON should go deeper on localization, stay user-centric, diversify
revenue streams, and improve technical performance. 7.2. Recommendation
7.2.1. Develop region-based content
VieON should study culture and user preferences in each region to produce
content that fits local tastes. It can also partner with local creators to make unique shows
that attract regional audiences. Marketing strategies should be tailored to each region.
7.2.2. Improve user features
Upgrading the mobile experience is key because over 70% of Vietnamese people
access the internet via smartphones. A good example is a “VieON Lite Mode” that lets
users adjust video quality, pre-download on Wi-Fi, and watch offline to save data. This
suits users in areas with weak networks or low-spec devices, helping VieON increase
reach, extend watch time, and reduce churn. This approach shows a commitment to
serving all audience groups and strengthens VieON’s image as a flexible, friendly,
locally focused Vietnamese platform. 14