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Current Status of Building and Developing Vnpt Brand


VNPT is responsible for conducting business according to the State's planning, plans and policies, including directly carrying out investment, production, business activities or investing in other enterprises in the following industries and fields:

- Backbone telecommunications services.

- Telecommunication services - information technology and communications.

- Survey, consult, design and install telecommunications and IT projects.

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- Production, import and export business, telecommunications and IT materials and equipment.

- Financial, credit and banking services.

Current Status of Building and Developing Vnpt Brand

- Advertising services.

- Real estate business, office rental.

- Other industries and professions as prescribed by law.

The development of VNPT is mainly based on the premise of the successes of the whole development journey. Currently, voice services (including fixed and mobile subscribers) have a positive growth rate, and exceeded the target for 2010. Mobile information services alone currently account for nearly 50% of VNPT's revenue. The mobile information networks of VinaPhone and MobiFone have been strengthened and their coverage has been expanded to the centers of districts nationwide.

Along with the traditional Internet, the broadband Internet network has also been invested in and developed strongly. VNPT has completed the program of bringing MegaVNN Internet to Universities, Colleges, Vocational High Schools and High Schools nationwide. In 2004, along with the exploitation of the new generation network NGN, many services were opened on the NGN platform such as fixed telephone using 1719 card, toll-free service 1800, entertainment information service 1900, MEGAWAN service, VPN... contributing to enriching the telecommunications market.

The postal network and services continue to be expanded and enhanced to better meet the needs of customers. The model of the Cultural Post Office continues to operate effectively, promoting its role as an information channel and sales support in rural, remote and isolated areas. The postal transportation and exploitation network is consolidated, ensuring the delivery and exploitation of international and domestic postal services.

2.1.4.2. Strengths and weaknesses of VNPT.

Strengths:


- As a State economic group operating in the field of telecommunications and information technology, one of the country's key industries, supported and encouraged by the State. The business environment is favorable in terms of law as well as favorable for market growth in the coming years.

- VNPT's network of operations spans across all regions of the country, from bustling urban areas to rural areas, islands and mountainous areas... VNPT has a large human resource, which is being rejuvenated to suit the large market and potential for future development.

- With more than 60 years of history of formation and development, VNPT has been a close friend, a bridge of communication with generations of Vietnamese people, so it always receives the sympathy and love of consumers.

Weaknesses:

- The administrative structure is still overlapping, the organizational arrangement is still scattered and ineffective.

- Investment management is still scattered and does not consider infrastructure investment as the key to development potential.

- Low quality of human resources: Although the staff is large in quantity, their quality is limited. Many staff do not have foreign language skills or the ability to use advanced information technology in the world. Staff doing research and strategic planning still have many limitations in knowledge of telecommunications and modern IT.

- The information system for managing BC-VT services has not yet taken advantage of modern information technology, so daily operations are often performed manually, slowly and inefficiently.

- Products and services are not diversified, mass products and services are not designed for different customer groups, the Postal Service focuses mainly on traditional products and services. Competitiveness in potential market areas such as International Express Delivery, Wireless Telecommunication Services, Financial Services is still weak.

2.2. VNPT brand, construction and development.

2.2.1. Basic identification of VNPT brand.

VNPT Brand Identity includes all perceptible and impressive elements of the name and recognition of the Post and Telecommunications industry.


The elements that make up the VNPT brand identity system include: Brand name, Logo, slogan, jingle, packaging, website, and advertising materials designed specifically based on the basic characteristics and unique identity of the VNPT brand to help consumers easily recognize and distinguish it from other similar products and services on the market.

The first milestone of change came to VNPT since 2003 when the Corporation launched the first slogan for its mission " Connecting all distances ", and VNPT set the goal for 2003 as " Year of action for all customers " and 2004 as " Year of commitment for community development ". However, VNPT's great efforts were accompanied by ineffective traditional media and lack of outstanding brand advertising programs, making VNPT's change in the minds of customers quite vague. According to the assessment, VNPT's communication strategy is fragmented, inconsistent, unprofessional and has not conveyed necessary information to consumers.

To overcome the above situation, at the end of 2005, after conducting a general survey on the recognition and level of consumer preference for the VNPT brand, a new brand identity system was born with full elements of Logo, color, vision, mission... and especially with the slogan " Real life " has given VNPT a new, prominent appearance and steady development in a fiercely competitive environment.

Before continuing the journey to find “ Real Life ”, let’s review the past journey of the VNPT brand through the actual survey charts in 2005, to have a more realistic view for evaluating and building strategic solutions for the VNPT brand in the battle for position in the minds of consumers.

2.2.2. Current status of building and developing VNPT brand

2.2.2.1. VNPT brand from market research results

(Source: 2005 VNPT brand survey by BC-VT Group).

Consumer understanding of VNPT brand


* Rate of knowledge about VNPT Logo - Chart 1



Don't know

41.6%


Do you know?

56.4%


Through the chart above, the rate of knowing about VNPT through the image and text of the Logo is too low, while VNPT is a leading corporation in the field of Posts and Telecommunications.

* Customer access channels to VNPT - Chart 2



Staff shirts, uniforms


Sponsorship activities


TV advertising


Printed publications (invoices, envelopes, etc.)


Signboard, advertising billboard


0.2%

0.6%

7.2%


4.7%


22.7%

26.5%

26.8%

30.4%

33.4%


47.5%


0 10 20 30 40 50

VNPT has not effectively exploited communication channels, and access through television and newspapers is low.

* VNPT is an abbreviation for the phrase - Chart 3


Vietnam Post and Telecommunications Postal


BCVT Services

Names close to the original name such as: Vietnam post,

2.3%

Vietnam Post

3.1%

1.1%0.9%

4.9%

Vietnam phone


4.3%

Vietnam Telecom

3.5%

Wrong names such as: Vietnam broadcast news, Vietnam media



3.5%

Vinaphone

53.3%

Don't know



3.6%

Vietnam Post


3.6%


7.2%

Vietnam…

8.7%

Vietnam development

Vietnam Post and Telecommunications


VNPT brand communication work is still weak and inconsistent.


* How to read the name VNPT - Chart 4


33.9%



The pet

3%

About 27.3%


1% off


Other

3.4%


Can't say no 17.5%


Pretend to be 43.9%

VNPT has not communicated its brand name well to consumers. Consumers read the VNPT name in many different ways, creating distortion of the brand.

* Customer understanding of VNPT's field of operation - Chart 5


80 74% 75.5%


70


60


50


40


30


20


10


46.9%


37.8%


16%


10.3% 9.6%

5.5%


0

Postal (letters, express delivery...)

Telecommunications (local, long distance)

Phone

mobile

Information technology (Internet, messaging)

Post and Telecommunications Training

Construction of Post Office

Postal Insurance

Don't know, replied the bud.


Telecommunications and postal services are two areas that consumers know a lot about VNPT. The number of consumers who fully understand VNPT services is very low.


* Customer perception of type of activity – Chart 6



Post office

0.1%


Joint venture 0.4%


Social and professional organizations

2.3%


Telephone service 0.3%

Don't know Refuse to answer

13%


State agencies 58.7%


Business unit 25.2%


Confusion in customers' understanding of VNPT has created adverse reactions to the brand, hindering its development to consumers.

Customer sentiments about VNPT

* Satisfaction level with postal services – Chart 7



Normal, moderate: 36.5%


Dissatisfied: 6.2%


Very dissatisfied: 1.7%


Quite satisfied: 35.7%


Completely satisfied: 19.9%


The level of user dissatisfaction with the postal service is only about 8%, so it is not really dangerous for the postal service. However, up to 36.5% are at an unspecified neutral level.

* Satisfaction level with landline telephone service – Chart 8



Completely satisfied: 23.6%

Very dissatisfied: 1.5%


Dissatisfied: 7.2%


Normal, moderate: 28.4%


Quite satisfied: 39.3%


Consumers are relatively satisfied with their landline service. However, nearly 10% of customers are still dissatisfied and up to 28% are neutral.

* Satisfaction level with mobile phone service – Chart 9


Completely satisfied: 10.70%


Quite satisfied: 32.80%

Very dissatisfied:

4.90% Dissatisfied: 20.10%


Normal, moderate: 31.50%


The level of dissatisfaction and lack of affection for mobile phone services is very worrying at over 50%. VNPT is facing increasing expectations from consumers and competitive pressure.

* Internet service satisfaction level – Chart 10


Normal, moderate: 27.9%


Dissatisfied: 15.3%


Very dissatisfied: 6.3%


Quite satisfied: 39.6%


Completely satisfied: 10.6%


The satisfaction level is only about 50% for Internet services, strong innovation is needed.

* Postal service dissatisfaction stems from – Chart 11


Word of mouth 7.50%


From information channels 8.40%


No reason 35.10%



Experience 49.00%


49% had a negative experience with Postal services indicating that further improvements are needed to meet customer needs.

* Landline Service Frustrations Originate From – Chart 12



From information channels 8.30%

Word of mouth 5.80%


No reason 33.40%


Experience 52.50%

Media channels and word of mouth play a secondary role in customer dissatisfaction. Customer experience is the primary driver of dissatisfaction with landline service.

* Mobile phone service dissatisfaction stems from – Chart 13


Word of mouth

From information channels 5.4%

7.2%


No reason 24.9%


Experience 63.5%

Much of the frustration with cell phone service comes from consumer experience.

* Internet service dissatisfaction originates from – Chart 14



Word of mouth 5.4%


No reason 24.3%


From information channels 4.5%

Experience 65.8%

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