Problem
a) Product policy: The company provides many value-added services, but the number
of services that really attract customers is not much. The revenue brought in is
concentrated in some key value-added services, the rest from other services is
insignificant. The reason is that the content of some content-providing services is still
sketchy and has not yet met the needs. In the beginning, in implementing a content
control system, the information provided to customers has not been built yet Rich
content provider system.
b) Price policy: Vinaphone’s price policy has not really attracted customers. The form of
packages is not attractive, especially for students, thus limiting the use of value-added
services of this group of customers.
c) Distribution policy: The distribution policy at Vinaphone has many shortcomings,
namely the distribution agent network is not reasonable, the agent registration
procedure is cumbersome, the sales staff at the distribution points. distribution is still
weak in professional expertise for value-added products
d) Promotion activities: The implementation of advertising, promotion and PR activities
for value-added services is still limited because it has to focus on overall strategies such
as branding, developing subscribers. Therefore, the implementation of marketing for
specific value-added products and services is not much. The form of advertising is
simple, not really attracting and satisfying customers’ tastes, so attracting customers is
still very limited. Because there are too many services, it is not possible to do media
advertising for all widely and with high investment, some services that have not been
focused on communication will be blurred and not attract customers.
e) Customer care
– Customers still have complaints and questions about some services, including many
VAT services. The care and guidance for customers to use value-added services is not
specific, it is clear that many times when customers use the service incorrectly or have
not run out of features of the service.
f) For marketing activities to develop new services
– Market research activities and target market selection have not yet achieved long-