MASTER IN MARKETING, SALES AND SERVICES

PROGRAM DELIVERED BY IAE PARIS AND ESCP - EUROPE

CONSULTANCY PROJECT:
(Confidential □ Not confidential □)

INTEGRATED MARKETING COMMUNICATIONS TO

STRENGTHEN THE BRAND OF MARITIME BANK

Author: NGUYEN THI MAI SAO Tutor: Prof. NATHALIE PRIME

INTAKE 10
Academy year 2015 - 2017

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 AUTHORIZATION

I hereby declare that I am author of the thesis.

I authorize CFVG to lend this thesis to
other institutions or individuals for the purpose of scholarly research.
I further authorize CFVG to reproduce
the thesis by photocopying or by other means, in total or in part, at the request of
other institutions or individuals for the purpose of scholarly research.

___________________________________________

Nguyen Thi Mai Sao

February 2017

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 ACKNOWLEDGMENT

I would like to express my sincere thanks to the Maritime Bank’s Brand team for
their sufficient grace and knowledge that has enabled me to accomplish this
project. I have made a lot of sacrifices when doing this project, but I acknowledge
that it would not have been possible without the kind support and help of family,
especially my husband, colleagues and friends.

In addition I acknowledge the valuable guidance from my supervisor Professor

Nathalie PRIME who made it possible for me to complete this research. Her
constant guidance made me understand this project and helped me to complete the
assigned tasks.

Our particular thanks also go to marketing departments of Maritime Bank and the
management at Nielsen for many valuable insights and consultation. I would also
like to thank all professors at CFVG who have tirelessly giving us precious time,
providing us useful lessons as well as teaching and sharing valuable knowledge
during the course.

We would like to thank all the individuals who in some way have contributed to
the outcome of this thesis. Thank you all!

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 EXECUTIVE SUMMARY

In recent years, Vietnamese banking operations has made profound changes.

Business scale is expanding both in quantity and scope, the type of business
diversification and richer. Since then, the marketing of banking products and
services is essential. Without marketing, the bank will be a lot of stagnation and
gradual loss of competitiveness in the market. So the marketing communication
activities were interested by banks. With an increasing competition in the banking
service, Integrated Marketing Communication (IMC) is one of the marketing
communication tools used to achieve a competitive advantage. The good
Integrated Marketing Communication will support to strengthen the brand of the
banks in the long term.

In July 2016, Maritime Bank faced the biggest media crisis in the last six years.
The bank has problems with rumor that Maritime Bank's President - Mr. Tran Anh
Tuan gutted 30.000 Billions VND from the bank. The entire operation of Maritime
Bank turned upside down; agitated customers table, anxious, go withdrawals jam;
investors looked to sell shares. In that situation, the Maritime Bank's brand was
severely damaged. However, the Marketing and Communications Department of
the Bank was very active in developing an integrated marketing communications
strategy to cope with this media crisis as well as gradually reinforcing the
Maritime Bank’s brand.

After the crisis, Maritime Bank (MSB) wants to check the bank’s brand health
check, analysis of effectiveness of communication channels, analysis of factors
affecting consideration as well as Maritime Bank’s activities on key
communication channels to strengthen the brand.

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This study concentrates on analyzing Maritime Bank’s brand after the crisis and
how the integrating marketing communications to strengthen the brand. The
purposes of this study are:
 Provide an overall understanding market competition and evaluating brand
performance of Maritime Bank and key players in the banking market in Ha
Noi and Ho Chi Minh after the crisis.
 To suggest recommendations for Maritime Bank’s brand strengthening by
applying most effective integrated marketing communications (IMC) tools.

To do the thesis, I used the internal and external findings; especially quantitative
market research as primary research methodology to understand current situation
of Maritime Bank’s brand and analysis of effectiveness of communication
channels. The qualitative research was carried out with door-to-door recruitment
for face-to-face interview to help quantify the data and suggest a clear direction
for the integrated marketing communications. The fact findings show that
Maritime Bank’s total awareness and conversion rate are increasing but still low
compared to other banks.

Harmoniously combining the tools of integrated marketing communications,

including advertising, sales promotion, events and sponsorship, public relation,
direct marketing, internet marketing and personal selling is critical for building a
strong brand for Maritime Bank. Advertising, PR and interactive/internet
marketing tools are the best and most appropriate tools to build, create and
develop a Maritime Bank’s brand at that time and the bank could promote the
image as a “Bank that I consider a friend” since it is one of the top key factors
and also the bank has a relative strength on this.

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 TABLE OF CONTENTS

Chapter 1: Introduction 1
1.1. Vietnam Country And Economy Outlook 1
1.2. Vietnam Banking Industry Overview 2
1.3. Maritime Bank, Target Customers And Competitor 4
1.4. Our Current Marketing Communication Mix 8

Chapter 2: Literature Review 20

2.1. Brand 20
2.1.1. Branding And Its Importance 20
2.1.2. Brand Equity 22
2.1.3. Brand Awareness 24
2.1.4. Brand Imagine 26
2.1.5. Brand Identity And Positioning 27
2.2. Integrating Marketing Communications To Strengthen Brand 29
2.2.1. Marketing Communications Mix 30
2.2.2. Integrated Marketing Communications Concepts 37
2.2.3. Integrated Marketing Communications To Strengthen Brand 39

Chapter 3: Research Study – Hypothesis And Methodology 41

3.1. Hypothesis 41
3.2. Research Objectives 42
3.3. Research Design 42
3.4. Data Analysis 44

Chapter 4: Research findings 44

4.1 Findings 44
4.2. Conclusions 55

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Chapter 5: Integrated Marketing Communications To Strengthen Maritime
Bank’s Brand 55
5.1. Advertising 56
5.2. Sales promotion 59
5.3. Events And Sponsorship 60
5.4. Public Relation 62
5.5. Direct Marketing 65
5.6. Interative Marketing (Internet Marketing) 68
5.7. Personal Selling 70
5.8. Summary 71

Conclusions 72

References 73

Appendix 75

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CHAPTER 1: INTRODUCTION

1.1. Vietnam Country And Economy Outlook

According to Global Intelligence Alliance, Vietnam is ranked at the seventh

position among top 10 emerging markets for 2012 – 2017 with 20.1 percent of 431
respondents planning to enter the country (Business Perspective for Emerging
Markets 2012). It shows clear evidence that nowadays, Vietnam appears to be an
attractive emerging market for investors from all over the world.

Vietnam's socialist-oriented market economy is a developing planned

economy and market economy. Since the mid-1980s, through the Doi Moi reform
period, Vietnam has made a shift from a highly centralized planned economy to
a mixed economy that uses both directive and indicative planning through five-year
plans. Over that period, the economy has experienced rapid growth. In the twenty-
first century, Vietnam is in a period of being integrated into the global economy.
Almost all Vietnamese enterprises are small and medium enterprises (SMEs).
Vietnam has become a leading agricultural exporter and served as an attractive
destination for foreign investment in Southeast Asia. In a similar fashion to other
Communist countries after the end of the Cold War the planned economy of
Vietnam lost the momentum for productivity and sustainable growth. In the current
period the economy of Vietnam relies largely on foreign direct investment to attract
the capital from overseas to support its continual economic rigorousness. Vietnam's
Nominal GDP reached 205.3 USD in Dec 2016, compared with 193.4 USD in the
previous year. Nominal GDP in Vietnam data is updated yearly, available from Dec
1983 to Dec 2016 with an averaged 32.7 USD.

Operating oriented economy - society in the period 2016 - 2020 by the Government
and Parliament identified as a high priority focus for macro-economic stability,
control inflation; reasonable growth and improve the quality, efficiency and

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competitiveness of the economy on the basis of accelerating the implementation of
three strategic breakthroughs associated with innovation growth model, economic
restructuring, guarantee social security and social welfare. At the same time striving
to achieve the main economic indicators of the years 2016-2020: total domestic
product (GDP) increased by about 6.5-7%; controlled inflation below 5%; export
growth of 10%. Banking sector, as one of "three pillars" (including public
investment, state-owned enterprises and the banking sector) of country’s economy,
plays an important role in process to achieve these economic indicators.

1.2. Vietnam Banking Industry Overview

The banking sector has been substantially in recent years since the banking market
opened to foreign and private sector banks in 1991. Commercial banks, which are
the main type of banking operation in Vietnam, have been structured and developed
in association with the development of the commodity economy. Commercial
banks offer a variety of financial services to customers, ranging from payment
service, investment service, and insurance service to credit service and brokerage
service.

In November 2006, Vietnam officially became the 150th member of the World
Trade Organization (WTO). 2006 also saw the miraculous transformation
commercial banks in Vietnam. The advent of commercial banks shares (JSB) new,
the transformation and upgrading of the rural commercial banks up urban and
especially the acceleration of all banking financial capacity, modernization of
banking technology, accelerate the training of human resources to prepare for the
fierce competition of the year after.

The banking sector, which is always considered the most lucrative business field,
has experienced several tough years from 2012 to 2016. It is currently under the
restructure period after several years of tremendous development. The difficult
economic conditions came to a head with the proposed merger of some small banks

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from 2011 up to now, all of which have significant liquidity problems and the State
Bank of Vietnam approved the merger. By end 2016, there are 4 state owned credit
institutions, 31 joint stock commercial banks, 5 joint venture banks, 5 wholly
foreign owned banks together with 56 foreign bank’s branches in Vietnam.
Therefore, it can be easily seen that the competition in the banking sector is
exceptionally fierce. Especially, Vietnam nowadays is highly evaluated as a new
potential market for international enterprises to invest. Although the economy of
Vietnam is highly evaluated with constant growth rate, it is still vulnerable and
easily affected by worldwide economic situation. The banking sector has been
considerably affected with the decrease in investing capital from customers,
diminishing profit margin and several banks are forced to mergers and acquisitions.

Traditional boundaries between different service providers are also becoming

increasingly blurred and new entrants are emerging to intensify the competition.
The speed and extent of this change now means that all participants in this sector
need to take a holistic view whilst obtaining a better understanding of the
consumers in each market. In addition, market information for financial services
needs to incorporate all of the key product markets, players, consumer segments
and channels, to allow for new levels of integrated market information and more
sophisticated decision making platforms. Under this context, the banking
competition is getting severe and all credit institutions here are doing by all means
to maintain and increase the market share.

In recent years, the country developed into a middle income country. Vietnam is
moving forward in the direction of producing more sophisticated capital-intensive
goods to maintain its world economy competitiveness in hand with an increasing
per capita income, creating a rewarding investment climate for the national and
international retail banking industry. Though retail banking in Vietnam market is
growing and changing rapidly both in quality and quantity, its development is still
in infancy. However, the potentiality and fascination of this segment have lured

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attention of financial institutions those set the target to reach high yield in this
sector. Besides the visible upper class in the big cities, there is an emerging middle
class with a growing demand for retail banking products and services. Thus, the
retail banking market remains to be interesting and this sector becomes the main
focus of many banks, state owned and joint stock commercial banks alike.

1.3. Maritime Bank, Target Customers And Competitors

Vietnam Maritime Commercial Joint Stock Bank (Maritime Bank) was established
on 12th July 1991, right after the ordinance on Joint Stock Bank, Credit
Cooperative and Finance Company took effect. Indeed, Maritime Bank became
one of the first commercial join stock banks in Vietnam while all the debates on the
fitness of the model of join stock bank was still unsettled.

The birth of the bank was the direct results of the collaborative strength and
innovative thinking of its founders: Vietnam Maritime Administration, Vietnam
Post and Communication Group, The Civil Aviation Administration of Vietnam
and other shareholders. It may even be said that the establishment of Maritime
Bank in the early 1990s represented a major breakthrough during the
transformation of economic structure in Vietnam.

In 2005, the Bank relocated its Head Office to Hanoi and begun a new era of
development which significantly expanded its operation. After 24 years of
continued growth and the official merger with Mekong Development Bank (MDB)
on Aug 12th, 2015, MSB has become one of the 5 largest joint - stock commercial
banks in Vietnam with total assets of VND 111.753 billion, charter capital of VND
11.750 billion and a network of almost 300 branches and 500 ATMs in 38
provinces throughout the country.

Besides strong financial resources, Maritime bank continuously upgrades

technology system, improves product and service quality, focuses on develop

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human resources quality and hence consolidating its position as a multifunction and
modern bank, providing comprehensive financial services to meet the ever-
increasingly diverse demand of individual, small and medium enterprises as well as
large corporate. Currently, Maritime is serving nearly 2 millions individual
customers, nearly 30.000 business customers, 600 large enterprises and financial
institution across Vietnam.

Thanks to the decision to comprehensively restructure the bank, ranging from

revising business strategy, to upgrading the technology platform, to bringing
onboard talented management team and revamping the dedication of 5,000
experienced and creative staff, Maritime Bank is recognized as one of the best
commercial joint stock banks in Vietnam.

Maritime Bank has successfully ridden the wave of financial liberalization and the
ensuring rapid growth of the financial service sector in Vietnam to become among
the largest and most profitable banks in the country.

Currently, Maritime Bank has two different sectors of banking services: Personal
Banking and Wholesale Banking. Wholesale Banking is aimed to provide services
for corporations, companies and SMEs. In this study, I only centralize in the
Personal Banking operation - which means private and personal customers.

Maritime Bank’s Target Customers

According to the Neilson research about the Banking users in 2015, Maritime
Bank’s target customers are divided into five (5) segmentations including Cautious
Customer, Modern Middle-class, Wealthy & Wise, Budding bankers and Old &
Easy. In which, Cautious Customer segmentation has income in Class A or B, they
are from 26 to 45 year olds, are office workers and self-employed and almost
having children. This segmentation is very clear bent for convenience, content with
their current lifestyle. They are ambitious and future driven but influenced by

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colleagues. They appreciate good service in line with their growing social status.
While not rejecting new things, this is not their top priority and will prioritize form
over function. The second segmentation is modern middle-class who has income in
class A or B, from 26 to 45 year olds. They are normally office workers with higher
education. They like showing off class in a high priority, willing to pay a price
premium for the privilege but need service to match. They are receptive to new
things, usually spend more to enjoy their life, underlying concern for safety and
security that is yet to manifest it’s self in banking behavior. The third one is
wealthy & wise segmentation who normally is business owners, wide range of
education. They are very well in planning and investing, therefore, they may worry
over money. Their banking decisions are driven by business decisions. For them,
convenience is important and takes precedence perceptions of quality. The forth
one is budding bankers – mass market, who is very young from 18 to 25 year olds,
usually is students and office workers. This segmentation is young and dynamic
cluster, feel little need for planning financially for the future. They care about the
convenience of the life, spend time and trust the online environment and keep up to
date with trends and technology. The last segmentation is old and easy one. They
are over 50 year olds, in class C and retired. Their children have grown up with the
average age from 25 year olds. They are unlikely to pay for quality goods. They are
not worried about cash on hand but care about saving money in the banks, prudent
money management means they are not highly concerned for the future.

Maritime Bank’s Competitors

So far Vietnam's banking system has not really had a good brand, until now not a
bank which produces the high reliability for customers. Overall, the brand of the
domestic banking sector was lackluster compared to the region and the world. This
can be explained by the banks despite the thick of the promotion, changing the
logo, name, increasing service but not really the difference to the customers. In
terms of service, most joint-stock banks were launched into the retail-oriented, but

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when the retail products are the same, there is little added value in every products
but only each little competition on interest rates while customer psychology is not
easy to change overnight.

For that reason, despite nearly 100 banks and foreign bank branches in Vietnam but
remains in customer is still just names already very familiar but most of them are
banks state-owned commercial banks.

Among the state-owned commercial banks - banks in which the State holds a
majority stake, the remaining stake of individuals and economic organizations other
prominent faces Vietcombank, Agribank, Vietinbank and BIDV (Vietnam Bank for
Agriculture and Rural Development). These banks operate primarily for the
management of the state of the banking sector and currency only.

Following is the group of joint-stock commercial bank which is the bank's capital
without state activities aimed at the business in the field of currency. Featured in
this group are Military Bank, Techcombank, Sacombank, ACB, Dong A... These
banks do not get the support from the state should have set a target profit is the
motto.

Two banking groups mentioned above continue to be distributed basing on brand’s

position as follows:

- Group 1 - strong brand: The big banks are well known. These banks
basically have gained the trust of our customers and is the first name in the
minds of customers when the customers want to deal with the banks. In
Vietnam, the bank has achieved a strong brand such as Vietcombank,
Vietinbank, Military Bank, Techcombank, Sacombank, ACB, Dong A ...
- Group 2 - The average brand known banks but not many and not as common
as banks VIB Bank, SHB, Maritime Bank ...

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 - Group 3 - Brand is weak and difficult to identify the small banks is less
widely known, customers may not be aware of the existence of these banks.
These include a number of banks like NCB (National Commercial Bank),
Kien Long Bank, Nam A bank, Dai A Bank ...

Maritime Bank - currently is ranked in Group 2 and more and more actively
transforming itself to take into the Group 1 - the group strong brand in the market.

1.4. Maritime Bank’s Current Marketing Communication Mix

In this part, I analyze promotional tools (Marketing Communication Tools) that

have been current used at the Maritime Bank to promote its brand. The analysis is
done through my observation and my experiences during the time I work for the
Bank.

Advertising

Advertising is also a valuable tool for building company or brand equity as it is a

powerful way to provide consumers with information as well as to influence their
perceptions. Advertising can be used to create favorable and unique images and
associations for a brand which can be very important for companies selling
products or services that are difficult to differentiate on the basis of functional
attributes. Brand image plays an important role in the purchase of many products
and services, and advertising is still recognized as one of the best ways to build a
brand.

In 2010, Maritime Bank officially launched the new logo to brand positioning with
a commitment to diversity and to further improve the quality of products and
services, the maximum benefit for customers. It can be seen advertising is one of
the important tools in promoting business activities of Maritime Bank. Bank has
conducted advertising campaign to promote the brand in the mass media such as

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TV, radio, press and outdoor advertising... with total fees amounted to nearly dozen
billion.

- Production: Maritime Bank launched the advertising TVC with the length of
60s with the appearance of Binh Minh – the most famous actors / model and
Mai Phuong Thuy - Miss Vietnam 2006. Two influencers helped to draw the
attention from publics to Maritime Bank’s advertising TVC at that time;

Picture 1: Maritime Bank’s TVC in 2010

- Television: Maritime Bank was conducted advertising the new brand image
as the emergence of new icons on all channels of Vietnam television such as
VTV1, VTV3; Ho Chi Minh City Television includes: HTV7, HTV9
Danang and TV peak hours Into the frame usually has multiple audiences
tracker within 60 days starting with the total budget of up to 4 billion VND;
- Radio: Activity on radio ads focused primarily on VOV Traffic channel out,
besides some advertisements on AM and FM waves;
- Newspaper advertising took place with the total budget of 1 billion VND;

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 - Outdoor advertising: banners with the image of Maritime Bank's new logo
hanging on most streets billboard in all major cities: Hanoi, Ho Chi Minh
City, Da Nang and below the slogan “Tạo lập giá trị vững bền - Creating
sustainable value". Maritime Bank also advertise on public buses in high
traffic routs like Bus No 29 with the total budget up to 1.2 billion VND;
- Advertising on the web pages: The Bank mainly used the electronic media
such as vnexpress, BBC; dantri.24h.com; Vneconomy; Reuters;
nganhangtaichinh.com; vietnamnew; tintuc.com; vietnambusinessforum;
business forum ... with the total expenditure of up to nearly 1 billion;
However, in two recent years, due to the lack of brand budget, Maritime Bank has
not focused on advertising. No more high street outdoor advertising but the
billboard on the branches’ building and LCD advertising on the high office building
in the big cities such as Hanoi, HCM city and Danang; no more advertisement on
the public buses or Radio. Especially, Maritime Bank hasn’t spent money for TVC
productions and advertisement on Television – one of the most expensive but
effective advertising channel in Vietnam.

Direct marketing

Direct marketing activities are mainly carried out at transaction points, through
direct communication between employees and customers. The staffs at Maritime
Bank's transaction offices are the ones who convey the message that the bank
wishes to reach the target customers with high efficiency. In addition, the form of
telephone consultation or contact via SMS and e-mail ... is also used frequently and
bring high efficiency for business activities in transaction offices. At the point of
sale, the bank's service advisors deliver leaflets promoting the brand as well as
attractive promotions to customers.

In the banking sector in general and at Maritime Bank in particular, direct

marketing usually focuses on roadshows, where bank employees in the transaction

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offices will wear bank’s uniforms, using their vehicles along with synch posters and
go to the major streets near the location of their transaction office and introduce to
customers about the bank as well as promotions and promotions that banks are
applying to in order to increase the bank’s brand awareness as well as attract more
new customers to the bank. It can be said that the big promotion has just taken
place as effective as the roadshows were held in nearly bank promotions programs
such as programs on the bank’s birthday "Offering promotion, Sharing inspiration "
and the promotion program on the occasion of Lunar New Year 2017 with message
"Thank you gifts for a happy Tet holiday" . The roadshow programs attracted the
participating of thousands of employees at 195 transaction offices of Maritime
Bank and collected thousands of new customer data who were interested in the
bank's products and services.

Picture 2: Roadshow ceremony in promotions programs

"Offering promotion, Sharing inspiration” in 2016

Internet Marketing
Currently, Maritime Bank has its own official website running in both English and
Vietnamese. The website is logically structured with all necessary information
about banking services are well – provided. Furthermore, the website additionally

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enables customers to log in to online banking, register for personal loan service and
other associated services linking to bank account. The address of Maritime Bank’s
website is www.msb.com.vn. This is the first and one of the most important digital
marketing for MSB. This is also the hub to collect all traffic from many types of
digital marketing tools such as facebook, youtube, forum, landing pages... The
marketing activities in this tools is quite good with full information about products,
services, the network of branches and ATM, the reports and other information
related to MSB and finance sector. In other channel such as facebook, email or even
SMS, we often put the address of the website to link these links together.

To sum up, Maritime Bank’s website has good brand identity, consistent across the
pages. However, the images do not have identifying elements, the functionality on
the website is difficult to use with customers. (Eg, find the nearest branch).

Piture 3: Maritime Bank’s website

Aprt from website, Maritime Bank has another website https://ebank.msb.com.vn –

where provides the banking online products for customers of retail bank and
cooperate bank. It is very smart and convenience for the end users. In general,
Maritime Bank’s internet banking system is well recognized, even across screens

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However, the image does not highlight the Maritime Bank brand personality, the
operation steps are difficult, the interface is not intuitive enough, eye-catching and
user-friendly and the nearest ATM / branch finder function does not work.
Therefore, the internet banking hasn’t brought the best experience for customers.

Picture 4: Internet banking of Maritime Bank

Understanding and staying updated to the latest trend of online social marketing,
Maritime Bank also establishes its official Facebook page (Fanpage) to connect
directly to its customers. The Facebook Page has developed with more than
120,000 fans following on the Social networking. This page is used to update
promotions programs of Maritime Bank’s products and other corporate social
responsibility activities organized by the Bank. The Facebook also functions as a
direct channel to connect customers to the Bank straightforwardly, where they can
ask questions and get speedy response from the Bank’s representative.

Picture 5: Maritime Bank Fanpage

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In addition, basing on the huge database of existing customers as well as potential
customers, Maritime Bank uses EDM (Email direct marketing) and SMS as a
effective channels to approach its customers.

Sales promotion

The main target of sales promotion is to accelerate the sales amount of product or
service by offering customers more added values to basic product. In the conducted
survey, 75% of respondents agreed that service promotion is one of the main
criteria affect to their choices. In each banking service, different kinds of sales
promotion are applied.

From 2016, Maritime Bank offers a lot of sale promotions for customers in some
special cases of the Bank. For saving and account services, the Bank usually offers
of special gifts or lottery when customers participate in the programs. For card
service, the Bank cooperates with its trade partners to create attractive promotions
for customers. Main partners of Maritime Bank are such as Lotte Mart (one of the
biggest super market chain in Vietnam) with cash back for spending card up to 30%
or Golden Gate group (the biggest restaurant chain in Vietnam) with discounts 30%
for meal in group in some occasions, etc…For mortgage services, the promotion is
more limited with gift vouchers, decrease in interest rate or cash back.

For example, on the occasion of 2016 Tet Lular New Year, the bank launched the
customer sale promotion programs "Thank you gifts for a happy Tet holiday"
program from 08/12/2015 to 06/3/2016. In this program, customers will have
opportunities to receive codes and participate the Lucky Draw at the end of each
month for meaningful gifts for your family.

During the time of crisis, Maritime Bank used occasion of the Bank’s birthday (July
2016) to carry out the biggest promotion campaign named “Offering promotion,

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Sharing inspiration” which is effective from 25/7 through 22/10/2016 with 60,000
awards for customers transacting at the counter, many opportunities to get up to
100% cash back, together with lucky awards every month and at the end of the
program. The meaning of the promotion campaign’s name and mechanism plays an
important role in inspiring customers as well as improving the brand image of the
bank.

Picture 6: 2016 Birthday Sale Picture 7: 2016 Tet Sale promotion

promotion program program

In addition, in order to push the card spending of Maritime Bank’s card holder as
well as increasing the number of new card opening, the Bank spends a lot of money
for monthly sale promotion for card. For example, from 22nd September until 24th
September 2016, the customer have an opportunity to enjoy rotary hotpot buffet
with more than 100 unique dishes at Kichi-Kichi restaurant (one of the most
famous hot-pot chain in Vietnam) and get 30% cash back with Maritime Bank
international cards. Another example of this kind of promotion is the program
“Easy flight with Vietnam Airlines” for customers paying for air ticket by domestic
card or post-payment on M-Banking from 9/5 to 8/6/2016.

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 Picture 8: “Easy flight with Vietnam Airlines” promotion program

Picture 9: Hot deal for Maritime Bank card holder at Kichi-Kichi restaurant

Public Relation

A PR activity for the banks is very important, it is vital for banks. So PR activities
in Maritime Bank are of particular interest and investment.

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In July 2016, the Maritime Bank had problems with rumor that Maritime Bank's
President - Mr. Tran Anh Tuan from the bank gutted 30.000 Billion. The entire
operation of Maritime Bank turned upside down; agitated customers table, anxious,
go withdrawals jam; investors looked to sell shares. In this situation, Maritime
Bank showed initiative, rotated through situations and reduced the crisis in the
banking spreading internal as well as external public. For external public, the Bank
actively connected with the press as well as focused on staff morale. For internal
public, President Tran Anh Tuan wrote a letter to reassure the Bank's staff and
organize a series of events to promote the connection among the Maritime Bank’s
staffs and build trust for the bank in this bad circumstance.

Events
During the journey of its development, Maritime Bank also focused on organizing
events, press conferences, product introduction, exhibitions, etc to contribute to
improving its brand image in the consumer's mind. Sometimes, event is the most
effective tool to gain the belief and loyalty of Bank’s staffs and customers.

For example, during the crisis in 2016, the Maritime Bank organized series of
internal events to reinforce the confidence of the staff in the bank and external
events to reassure customers and minimizes the loss of major customers and loyal
customers. There were at least ten (10) events ranging from small size with dozens
of people to the large one with thousands of people. These internal events realy
were useful for the bank to protect the brank’s brand and strengthen the staff’s
belief as well as customers’ loyalty. During and after the crisis, events played a
critical role in reviving the MSB's positive image after the media crisis and
reinforced the bank's brand image.

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 Picture 10 & 11: Maritime Bank organizes the internal event for 4000 staffs to
reinforce the confidence of the staff in the bank in August 2016

Picture 12 & 13: MSB organizes series of customer care events for VIP and their
families in the late months of 2016 after the crisis in July.

Sponsership
Until now, Maritime Bank has always contributed positively to the development of
the community through the work of gratitude, charity work. With a view to
bringing a warm and full-of-love traditional Tet 2016, Maritime Bank collaborated
with Poverty Support Fund under the Hanoi Union of Associations of Industry &
Commerce in organizing a Gift-Giving Program for the poor in the Mekong River
Delta on the Tet of the Year of Monkey. The program visted and gifted hundreds of
poor households, families under preferential treatment policy concentrated in 15
communes/ districts in Hau Giang, Bac Lieu, An Giang, Dong Thap, Ca Mau
provinces. In August 2015, Maritime Bank gave 370 cows, equivalent to above 5.5
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billion dong, to needy households in Khanh Hoa, Quang Nam, Binh Dinh province
respectively. This activity was in the nation-wide cow-giving program with budget
up to 10 billion dong of the bank. On new school year and mid autumn festival
occasions, Maritime Bank continued the travel to bring gifts to hundreds of poor
students who overcome difficulties in 5 provinces: Thai Nguyen, Quang Ninh,
Dong Nai, Binh Dinh and Can Tho and difficult pediatric patients who are being
treated in Vietnam National hospital of Pediatrics. Yearly, Maritime Bank
participates as the main sponsor of the program free health examination and drug
distribution to people of poor provinces in the central of Vietnam.

Piture 14: Maritime Bank brings gifts to Piture 15: Maritime Bank donated 370
200 poor households in Mekong Delta cows for difficult people

Piture 16: Maritime Bank awarded Piture 17: Maritime Bank funded
scholarships to poor students who manage patients in difficult circumstances at
to overcome difficulties Children's Hospital
Personal selling

19
Due to the characteristics of banking services, personal selling is the way that most
banks prefer in expanding selling. Personal selling occurs in two ways. First occurs
in a way that customer and banker perform interaction face to face at branch office.
In this case, whole personnel, bank employees, chief and office manager, takes part
in selling. Second occurs in a way that customer representatives go to customers’
place. Customer representatives are specialist in banks’ services to be offered and
they shape the relationship between bank and customer.

At present, Maritime Bank uses both ways to support the business of the bank in
general and of the branches in particular. After the time of communication crisis in
July 2016, MSB wanted to gain its’ customers by running the campaign named
“Customer reactivation”. This campaign was launched to gain the existing
customers who has used Maritime Bank’s current account product but haven’t used
this product for 6 months. The telesales would call to these customers and give
them some big offers for their coming back to the bank. If the customers were
willing to come to the bank’s branches, the salesman in the branches would support
them to finish the document and activate their product. If the customers couldn’t
come to the bank, the salesman would bring the documents to the customers’ home
and help them to process the procedure to finish reactivate the customers’ current
account product in the bank. The campaign was successful and gained thousand
customers to come back to the bank. However, the cost of this tool is high and the
bank is always careful to select campaign and customers to use this tool.

CHAPTER 2: LITERATURE REVIEW

2.1. Brand
2.1.1. Branding And Its Importance
For many centuries, branding has been considered as an efficient tool to
differentiate goods of one producer from the others (Keller 2008, 2). According to
20
the American Marketing Association (AMA), a brand is a “name, term, sign,
symbol, or any feature that identifies one seller’s good or service as distinct from
those of other sellers” (American Marketing Association 2009). In this situation,
brand is defined as a tangible asset which helps company create a certain amount of
awareness, reputation and value in marketplace. Therefore, a brand is more than a
product or service as it provides; it has the power to differentiate itself from the
others which supply the same or similar products.

Besides the definition of AMA, brand has been defined in many other ways; one of
those is in accordance to customer relationship. Brand is a symbol that represents
the experience of customers towards company’s services or products. The
experience includes perception, feelings, image and identities of the brand
perceived by customers (Kotler et al. 2009, 426.) Branding is the process in which a
company manages to establish its own name, image, sign or symbol in customers’
mind through different marketing channels and campaigns. It aims to allocate its
difference among other brands in the same market to attract and retain loyal
customers. A brand is also considered as a commitment between a seller and a
buyer, a company and a customer, a manufacturer and a consumer – in which the
value and quality of the brand is perceived, obtained and appreciated by people
using its products or services.

In the market where many active competitors provide the same or similar products
or services, branding is the strategic key indicator that facilitates a company to
achieve its financial target, reputation and customer’s loyalty. A brand represents
everything that a product or service means to customers. As the former CEO of
McDonald said, the brand is more valuable than the totality of all tangible assets
company owns (Kotler& Armstrong 2010, 259). It can be clearly seen that branded
commodity brings higher revenue to the company than the unbranded one.
Customers are willing to pay for extra price to purchase the product that comes
21
from a good brand with long – term reputation, trust, authencity and perception of
added value in their mindsets. Clark shoes, Apple computers, Diesel jeans or
Marimekko clothing – these brands are top choices of buyers because it has been
set in their minds that they are exceptionally well – reputated for their quality,
authencity and designs for a long time. Customers tend to put their trust in good
branded commodities and believe that these will fulfill their needs (Ind 2005, 4.)

In general, brand is a valuable asset which must be carefully managed and

developed because it provides the primary points of differentiation between
competitive offerings (Wood 2000). Furthermore, a brand also represents the
company’s image, value, mission and customers’ experience towards it. Creating a
presence of product in a customers’ mind through a variety of marketing campaigns
is branding. Through this process, the company obtains potential to increase their
sales revenue, profit, reputation and competitive advantage.

2.1.2. Brand equity

Brand equity, which is one of the most essential and common marketing concepts,
emerged during the 1980s (Hampf et al. 2011, 6). Since then, it has not only been
used to define the relationship between customers and brands, but also fortified the
importance of brand in marketing strategies. This concept explains the most
important aspect of marketing today, is how to measure value of the brand. Brand
equity includes value of the brand, proprietary technologies, patents, trademarks
and other intangible assets (Tuominen 1999). Although there have been many
scholarly records defining the term “brand equity”, one of the most common one
was specified by Kotler and Keller. They defined brand equity as the added value
endowed on products and services, which may be reflected in the way consumers
think, feel and act with respect to the brand (Creating Brand Equity 2011). Brand
equity is closely related to customers, and they are those who will define the value

22
of the brand. It is also a measure used to evaluate how well the brand is recognized,
how capable it is to capture consumer preference and how large percentage of
market share the brand comprises.

Brand equity has both a financial and a consumer perspective towards the firm
(Elliott & Percy 2007, 81).Since it appeared; there has been an increasing
awareness of the importance of strong brand names to company’s long –term
financial success. It can be clearly seen that powerful brand has to face less risk in
comparison to the weaker one. The hidden reason is that brand acquires solid
income from high relative market share, which results in better margin and
dominating return on investment. Kotler (2000, 189) also points out that the
marketing cost is reduced because the brand has already had high awareness,
loyalty and credibility from customers. Furthermore, high positive brand equity also
stimulates the distribution network of brand’s product, which facilitates in retaining
high market share.

A strong brand also has advantage in the consumer perspective. It can be

understood simply that high brand equity allows a company to strengthen its brand
awareness that set in the customers’ mind. This leads to the formation of their
attitude towards the brand. This attitude is built by every associated aspect in
relationship between the brand and its customers. Consequently, the brand
preference and loyalty of customers are created, which are meaningful contributors
to high positive brand equity (Elliott & Percy 2007, 86.). The brand which receives
more favorable reactions from customers is the one that has high positive brand
equity.

23
 Chart 1: Brand equity drivers (A.Aaker 2002, 9)

In this part, I have gone through all drivers of brand equity, which are summarized
in the figure above. These are contributors that bring both financial and consumer -
oriented benefits to company. To gain high brand equity, a brand itself must stand
out in ways that are relevant to the needs of consumers, differentiate from other
competitors and understand how highly its products are perceived or appreciated.

2.1.3. Brand Awareness

Brand awareness refers to the strength of a brand’s presence in consumers’ minds.

It is an important component of brand equity (Aaker, 1991; Keller, 1993). In
particular, brand name awareness relates to the likelihood that a brand name will
come to mind and the ease with which it does so. Brand awareness consists of
brand recognition and brand recall performance (Keller, 1993). People will often
buy a familiar brand because they are comfortable with the familiar (Aaker, 1991).
Or there may be an assumption that brand that is familiar is probably reliable, in
business to stay and of reasonable quality. The awareness factor is particularly

24
important in contexts in which the brand must first enter the consideration set; it
must be one of the brands that are evaluated.

Chart 2: The Awareness Pyramid (Aaker, 1991)

Aaker’s (1991) figure with four stages of brand awareness and the role of brand
equity is dependent upon both the context and which level of awareness that is
achieved. The lowest level (except unawareness), brand recognition, is based upon
aided recall test. It is especially important when a buyer chooses a brand at the
point of purchase.

The second level is brand recall. Brand recall is based upon asking a person to
name the brand in a product class, it is termed “unaided recall” since the respondent
is not aided by having the names provided. The first-named brand in an unaided
recall task has achieved top of- mind awareness, a special position. In a very real
sense, it is ahead of the other brands in a person’s mind.

Brand awareness plays an important role in consumer decision making for three
major reasons (Keller, 1993):

25
 - It is important that consumers think of the brand when they think about the
product category. Raising brand awareness increases the likelihood that the
brand will be a member of the consideration set, the handful of brands that
receive serious considerations for purchase.
- It can affect decisions about brands in the consideration set even if there are
essentially no other brand associations. Consumers have been shown to
adopt a decision rule to buy only familiar, well established brands.
- It affects consumer decision making by influencing the formation and
strength of the brand associations in the brand image. A necessary condition
for the creation of a brand image is that a brand node has been established in
memory, and the nature of that brand node should affect how easily different
kinds of information can become attached to the brand in memory.

Brand awareness might be thought of as a buyer’s ability to identify a brand within

a category in sufficient detail to make a purchase. It is important to remember that
sufficient detail does not always require identification of the brand name. Often it is
no more than a visual image that stimulates a response to the brand. Recall of the
name is not necessarily required because brand awareness may proceed through
brand recognition. When a brand is recognized at point of purchase brand
awareness does not require brand recall. This is a key point in the consideration of
brand awareness as a communication objective. Brand recognition and brand recall
are two separate types of brand awareness (Percy and Rossiter, 1992). The
difference among the two is essential, especially in advertising and creating an
advertising strategy. That depends on the communication effect that occurs first in
the buyer’s mind: category need or brand awareness.

2.1.4. Brand Image

Brand image is the current view of the customers about a brand. The impressions
consumers have of a company extend well beyond the product or service the firm

26
provides. According to Porter (1985), brand image is a mental image that reflects
the way a brand is perceived, including all the identifying elements, the product or
company personality, and the emotions and associations evoked in the consumer’s
mind. It can be defined as a unique bundle of associations within the minds of
target customers. Keller (1993c) defines brand image as perceptions about a brand
as reflected by the brand associations held in consumer’s memory. It is a set of
beliefs held about a specific brand. In short, it is nothing but the consumers’
perception about the product. It is the manner in which a specific brand is
positioned in the market. Brand image conveys emotional value and not just a
mental image. Brand image is a composite of perceived quality and esteem
dimensions. In other words, brand image is a perception of a brand held in customer
memory and reflecting a customer’s overall impression. A positive brand image can
be considered as a crucial ability of a corporation to hold its market position. A
brand image of a bank is not absolute; it is relative to brand images of competing
banks. The customers often form a brand image of a bank from their own banking
experience. Furthermore, bank brand image possesses a strategic function. Through
strategic marketing activities, the brand image of a bank can be used to help it
improve its competitive position. Thus, a favorable bank brand image helps
strengthen the intentions customers have for selecting a bank.

2.1.5. Brand identity and positioning

Brand identity is the first step to establish the relationship between a firm and
customers because it is the premier impressions about the brand in their minds.
Brand identity is more than logo, slogan, brand name or packaging – which are
visual elements; it is also the commitment, promise, vision and business philosophy
behind the brand that company seeks to convey to customers.

27
Positioning the brand has been long acknowledged as a core activity of the
branding process (Romaniuk 2001). It is described as the act of establishing right
brand identity and brand image based on points of parity and difference in relation
to competitor’s brand in the market (Keller 2008,97). According to Keller (2008,
98), brand positioning is about designing the company’s offer and image in order to
create distinct impression and occupy a valued place in the target customer’s mind.
To marketing strategist, it is exceedingly important to maximize the potential
benefit to company through positioning the brand. In order to achieve that target,
they need to define target customer, main competitors, similarities and differences
between the brand and its competitors (Keller 2008, 99).

- Identification of target customer, which is also known as customer

segmentation, is the first step that should be taken into action. However,
it has both advantages and disadvantages. By concentrating on target
customers, company can establish desirable marketing campaign which
fully meets their needs. Furthermore, company is able to reduce its
unnecessary cost and maximize the outcome of marketing strategies on
certain customers. On the other hand, customer segmentation also
restricts potential customers that the brand does not reach.

- Competition between brands which provide similar offers is always

tough. Every brand tries to gain customers preference and dominates the
market by its products. Therefore, marketers should not define the
competition narrowly. Evaluating the competitors at proper level can
support company to create suitable brand positioning strategies, take
advantage of competitor’s weaknesses and strengthen competitive
advantage of the brand.

28
 - Similarities and differences between the brand and its competitors:
Definition of positioning requires establishing correct points of
difference (PODs) and points of parity (POPs). PODs are unique
attributes that customers believe they could not find the same in
competitor’s offer. They are distinct, customer – oriented, positively
evaluated and profitable to both company and customers. On the other
hand, POPs concerns about associations that are shared by other brands.
POPs is explained as the aspects of product offering that are mostly
similar to the offerings of competitors (Market segmentation study guide
2012). In order to win the market share, company should not only meet
the core need of product but also try to implement new features to the
marketplace to differentiate itself from other competitors.

To sum up, both brand identity and positioning are core attributes to branding
process. Brand identity is a set of brand associations that marketers aim to create or
sustain. They could be visual elements – logo, brand name, packaging, and slogan;
especially, they are also commitment, business value and vision behind the brand.
Addressing brand identity into customers mind to create unique impressions and
occupy valued place, is brand positioning. In order to tackle this process, it is
necessary to (1) select customer segmentation, (2) define main competitors and (3)
determine points of difference and points of parity.

2.2. Integrated Marketing Communications To Strengthen Brand

As mentioned in the part 2.1 of Chapter 2, branding is the process in which a

company manages to establish its own name, image, sign or symbol in customers
mind through different marketing channels and campaigns. In order to create and
deliver appropriate brand identity, brand image and build strong brand equity;
marketing plays an important role to brand marketers.

29
As being explained by Kotler & Amrstrong (2010, 29), marketing is “the process in
which companies create value for customers and build strong customer relationship
in order to capture value from customers in return”. The concept of marketing mix
4Ps – product, place, price and promotion; which has been widely used for a long
time, is the fundamental tool for marketers to achieve their marketing targets or
objectives. Nevertheless, in this thesis, I only concentrate on the last variable,
which is promotion. After creating customer value, company should utilize
promotion as an effective channel to clearly and persuasively communicate that
value to customers. However, promotion is not a single tool; it is a combination of
different tools and methods. Marketing communications, or promotion as it was
originally known, is an “audience centered activity which attempts to encourage
engagement between participants and provoke communications” (Fill 2011, 5). In
branding, marketing communications is used to build brand image, reinforce
memories and understanding about brand’s product, inform and attract public
attention to raise awareness of brand presence and finally persuade customers to
buy or consume the products. In today’s marketing revolution, along with the huge
development in technology, there have been remarkable changes in the ways of
communication between brands and customers. Nowadays, the brand not only uses
traditional or single tools to communicate and build relationship with customer,
they are about moving towards integrated a variety of marketing communications to
reach customers. Within this part, I focus on presenting the theory of integrated
marketing communications to strengthen brand. Definition and importance of
integrated marketing communications, promotion mix (IMC mix) and steps to
involve IMC in strengthening brand are included. This theoretical framework is
used to support my imperial part with the case of Maritime Bank.

2.2.1. Marketing communications mix

30
Marketing communications is an “audience centered activity which attempts to
encourage engagement between participants and provoke conversations” (Fill 2011,
5). To achieve these targets, there is a variety of marketing communications tools
that could be applied to support brand marketers. The figure below summarizes
seven main tools which are widely used in marketing strategy.

Chart 3: Marketing communications mix (adapted from Keller 2008, 365)

Advertising
Advertising, which is the best - known form of promotion, has been considered to
be a significant means of communicating for a long time. It is defined as “a paid
form of nonpersonal communications about an organization, product, service, or
idea by an identified sponsor” (Belch et al. 2001, 15). Advertising is available in
different channels of communication; ranging from television, radio, posters to
magazines, newspaper, etc.

31
Advertising is commonly used because it is nonpersonal means of communicating,
which means it has ability to reach huge audiences with cost – efficient budget. In
branding, advertising is excellent at differentiating and positioning brands (Fill
2011, 223). It could be employed to create and stimulate brand awareness, promote
brand image and develop positive customers’ perceptions towards products or
services of brands. Popular advertising campaign has the ability to attract public
attention and consequently generate sales for the brand (Belch et al. 200, 17).

Sale Promotion
Sales promotion is the short – term incentives that the brand offers to encourage
trial or usage of a product or service (Keller 2008, 256). Similar to advertising,
sales promotions have many variables, ranging from price deals, coupons, and
sampling to gift vouchers, awards and free gifts. The main target of this tool is to
accelerate the sales amount of product or service by offering customers more added
values to the basic product.

There are two main types of sales promotions: consumer promotions and trade
promotions (Clow & Baack 2012, 330). While consumer promotions concern about
incentives that are straightly offered to brand’s customers, the latter one is used to
motivate distribution channels of brand. Trade promotions are aimed at
wholesalers, retailers, sales agents and distributors. However, both types of sales
promotions have the same objectives which are to accelerate the selling process and
increase sales volume of the brand. Although promotions have a hand in gaining
financial perspective of brand equity, they could affect negatively to brand loyalty
and quality perceptions in customer’s mind.

Event Marketing And Sponsorship

Event marketing occurs when the brand sponsors a specific event or activity related
to sports, arts, entertainment or social causes. A compelling visible presence at the
32
event is one of the strategic factors to successfully link the brand’s name with the
program (Clow & Baack 2012, 377). The brand should carefully take the objective
of the event into consideration, match it with the brand strategy and targeted
customers in order to reach the maximum benefit of event marketing.

Sponsorship has increasingly become a popular element of the mix because of the
huge benefit that it generates (Fill 2011, 265). Sponsorship marketing means that
the brand ties its image to a person or group of people and sponsors by paying
money to support them. Sponsorship is an effective branding communications tool
because it is able to reach large audiences and create strong impacts on brand
image. Furthermore, it is also an excellent way to express the brand’s commitment
to the community or on social issues (Keller 2008, 262.)

In general, by choosing the right event and target to sponsor, brand marketers could
gain opportunity to enhance the brand – name recognition, increase brand
awareness among the publicity, develop closer relation with vendors and customers
and especially stimulate morale among employees to participate or attend in.

PR (Public relations)
As defined by the Institute of Public Relations, public relations practice is “the
planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organization and its publics” (Fill 2011, 250). Public
relation comprises a variety of activities that are designed to promote and preserve
company’s image and its products or services. They are press releases, press
conference, newsletter, public affairs, event, lobbying, etc.

The target audiences of public relations vary greatly depending on different

objectives of activities. It can be classified into two groups: internal audiences and
external audiences. Internal audiences are employees of company, stockholders and
33
investors, suppliers, customers and members of local community. External
audiences are those who are not closely related to the brand, for example
governments, financial groups or business organizations. (Belch et al. 2001, 584-
587.)

Being identical to other promotional tools, public relations contribute huge

advantages to enhance the brand image and equity. It is considered to be a cost –
effective means of transmitting message to large target audience with high level of
credibility.

Direct marketing
Direct marketing is one element of the marketing communications mix which
focuses on communicating directly to customers. Through this tool, the brand
attempts to generate responses and transactions from customers (Belch et al. 2001,
471.). The revolution of communication technology has empowered the
development of direct marketing. One of the most significant and fundamental
conditions of direct marketing is customer database. Therefore, it is required that
the entire relevant information about customers’ needs to be collected to generate
personalized message. The message must reach the customers’ needs and offer
them the best available choice or solutions.

Equivalent to other mentioned marketing communications tools; direct marketing is

composed of variety of forms, such as online catalogs, direct mails, telemarketing
and infomercials. This promotional tool enables company to not only reach a large
number of customers, reduce unnecessary cost, but also meet the right demand of
customers.

Internet/ Interative marketing

34
Internet has changed the way people communicate to each other dramatically since
its appearance in 1969 (History of the Internet 1999). Internet, which is considered
to be the fastest – growing form of communication, has also strongly affected
marketing strategies of companies around the world. Internet marketing is defined
as the act that brands market, sell their products or services and build customer
relationship over the Internet (Kotler & Amrstrong 2010, 528). The Web has given
marketing strategists a brand new way to inform customers about their products,
create value for them and establish close relationship.

There are many options for brands to choose to set up their presence on the Internet.
Webpage is one of the most compulsory criteria because it is the premier
engagement between the brand and their customers. Webpage allows them to get
knowledge about products or services and make direct purchase or contact to the
brand. Besides creating attractive and informative website, the brand could prefer to
place appealing online advertisement. It has benefit to capture immediately
customers’ attention and link straightforward to website. With the increasing
number of online social network users, the brand also obtains the opportunity to
enhance relationship with customers by participating in those networks. They are
speedy, reliable and convenient for both the brand and their loyal customers. Viral
marketing strategy is another option that brand could consider. It is defined as any
strategy that encourages customers to spread a marketing message to the others
(Wilson 2000). Viral marketing can be applied under many forms, such as video, e-
mail message, Website, posters, etc. Last but not least, nowadays, there is a new
trend in the Internet marketing called “Search Engine Marketing” (SEM). It
contains strategies that using current search engines to attract customers to specific
Websites and gain more site traffic.

Personal Selling

35
In the era when marketing strategies focus deeply on customer relationship,
personal selling is considered to be the most customers – oriented communications
tool. Personal selling involves intensive selling through person – to – person
communication between vendors and buyers (Belch et al. 2001, 614). This
communication tool allows the sellers to create direct contact to potential buyers
and persuade them to purchase the brand’s product or service, through both face –
to – face conversation and telephone sales (Belch et al. 2001, 24). Because of its
nature, personal selling is able to gain immediate and direct feedback from
customers, which empowers the seller to react or tailor the message to satisfy the
customer’s needs or circumstances and solve their problems. Furthermore, person –
to – person communication enables customers to pay thoroughly attention to the
specifications of presented products or services.

However, besides many benefits that personal selling tool bring towards brand,
there are many existing weaknesses also. Firstly, it is cost – consuming and requires
great amount of human resources effort. Secondly, to ensure the quality and
consistency of given information as well as avoid confusion for customers, specific
and intensive training among sales personnel is necessary. Last but not least,
personal selling communication could exclusively reach a limited number of
customers. Because of those indicated weaknesses, instead of using this tool solely,
marketers tend to integrate another marketing communications tool to maximize the
outcome.

To sum up, within this part, I have introduced briefly about marketing
communications and explained further about each tool in the marketing
communications mix. Each of these tools has both its strengths and weaknesses that
brand should carefully choose and integrate to maximize the outcome of marketing
strategy. However, in today’s marketing world, instead of utilizing single tool,
brand has moved forward to integrate different forms of marketing communications
36
to take advantage of each tool and combine them into a comprehensive and
strategic marketing plan. In the next two sections, I concentrate on delivering the
IMC concept, its importance in branding and how to apply it to strengthen brand.

2.2.2. Integrated marketing communications concept

When people think about a brand’s marketing communications, generally they are
thinking of traditional advertising in mass media, such as radio, newspaper,
television, magazines, outdoor banner (Percy et al. 2011, 129). Nevertheless,
nowadays there are many other ways rather than the conventional ones that the
brand could choose to deliver its message. Several factors are contributing to the
change of the today’s marketing communications. The first change is in consumer’s
purchasing habit. Living in the digital age has enabled consumers to approach
closer to brand-related information, easily connect with other consumers to
exchange experience and create their own marketing message based on their
feelings towards the brand. Secondly, marketers are shifting the strategies from
mass marketing to more specific and intensive marketing programs designed for
target groups of customer. They are focusing on building closer relationship with
customers to provide the best offerings to them. The last change is in
communication technology. It has dramatically changed the way of communicating
between customers and the brand. New communication tools have been invented
and they are gradually enhancing their importance to our daily lives. Fifteen years
ago, a cell phone was considered to be a valuable asset which had only functions of
calling, texting and taking photos. Nowadays, smart phones or tablets with effective
performance of connecting to Internet could be seen everywhere. The emergence of
new communications tools has given potential opportunities for the brand to
interact with their target customers (Kotler &Armstrong 2010, 427.)

Because of those indicated reason the emergence of integrated marketing

communications since 1990s has become one of the most remarkable exemplar of
37
development in the marketing discipline (Holm 2006). It has influenced and
modified thinking and acting of companies in marketing strategies. Shimp (2010,
10) defined the meaning of integrated marketing communications in his book: IMC
is a communications process that entails the planning, creation, integration, and
implementation of diverse forms of marketing communications (advertisements,
sales promotions, publicity releases, events, etc.) that are delivered over time to a
brand’s targeted customers and prospects.

According to Shimp, IMC aims to attentively integrate all marketing

communication channels to maximize impact on customers by creating and
transmitting constant message about the brand, building and sustaining strong
customer relationships. IMC needs to tie into overall function, purpose and future
direction of company to be competent with the brand’s targeted value and mission.

One of the main reasons for the increasing importance of IMC over the past decade
is that it plays a significant role in developing and sustaining brand identity and
brand equity. As mentioned earlier, living in the digital age has changed not only
the purchasing habit of customers but also the way they communicate with the
brand. Therefore, the brand needs to adapt to this new trend to successfully deliver
its message and identity to customers, remind and reinforce the brand’s image in
their minds, fulfill consumers’ demands and build exceptionally strong relationship
with them. These are great contributors for the brand to gain high and sustainable
brand equity, which is the priority of every company.

However, IMC demands a more coordinated and strategic approach rather than
simply employing a number of different marketing tools on the assumption to
achieve desired results (Strategic direction 2006). The brand should carefully select
and integrate communications tools which are appropriate to a comprehensive
marketing strategy. Company’s long – term direction, competitive advantage and
38
relationship with customers should be taken into consideration to successfully
structure and integrate marketing communications to strengthen brand.

2.2.3. Integrated Marketing Communications To Strengthen Brand

Schultz, Tannenbaum, and Lauterborn (1993) conceptualize the effects of

integrated marketing communication in terms of “contacts”. According to these
authors, a contact is any information-bearing experience that a customer or prospect
has with the brand, including word of mouth and the experience of using the
product15. All of these contacts with customers can potentially influence the firm’s
brand equity. Keller (2001) considers that customers or prospects can also have
contacts with the brand through marketer-controlled communication, such as:
media advertising; direct response and interactive advertising; place advertising;
point of-purchase advertising; trade promotions; consumer promotions; event
marketing and sponsorship; publicity and public relations; and selling. There is
evidence in the literature that suggests that various marketing communications
influence brand equity, including advertising, sponsorship, and various alternative
communication options.

Integrated marketing communication has been advanced as a strategic business

process that could contribute to building brand value. Although systematic research
on several strategic and tactical aspects of IMC is gaining momentum, it is widely
accepted that effective communication is critical in enabling the formation of brand
awareness and brand image, that is, brand equity. Brand equity has been identified
as a valuable source of competitive advantage for many organizations. Given its
importance, it is not surprising that many organizations devote considerable
amounts of resources to developing strategies that will allow them to build and/or
maintain strong brands. For Duncan (2002), marketing communications is the glue
that enables the connection between the firm’s efforts and customers’ favorable

39
responses. As Schultz (2004b) notes, brand equity is not merely built through
independent forms of communication (such as advertising or public relations), but
is generated by managing brand equity contacts via IMC. IMC, with synergy
among the various communications vehicles as its fundamental concept, could
potentially create the greatest persuasion effect in consumers’ encounters with
brand contacts. Indeed, based on their empirical study, Naik and Raman (2003)
conclude that by adopting an IMC perspective, marketers harness synergy across
multiple communication vehicles to build brand equity across products and
services.

Effective marketing communication enables the formation of brand awareness and

a positive brand image. These then form the brand knowledge structures, which, in
turn, trigger the differentiated responses that constitute brand equity. These
researchers effectively argue that the IMC strategy is essential to the firm’s
strategic brand development and that it strengthens the interface between the
company’ s brand identity strategy and its customer-based brand equity, that is,
brand awareness and brand image. Specifically, they propose a conceptual model of
brand equity in which the aspirational brand identity guides IMC in an effort to
develop and maintain customer-based brand equity.

In conclusions, the ability to measure the strength of the ongoing brand relationship
has been enhanced through advanced technologies that enable interactive IMC. By
understanding the value and nature of customer relationships, it becomes practical
for the marketer to categorize customers based on their value to the brand and the
value of the brand to the customer. Where moderate relationships exist, they might
be strengthened. Where they are strong, they can be reinforced. The marketer can
become proactive in developing lasting relationships with desirable customers and
prospects by understanding the reciprocity that must exist between the two. In order
for companies to display an integrated marketing communication which will
40
enhance brand equity, they have to begin with a very well-defined and
operationalized brand identity. This is the reason why firms should focus on efforts
that define and develop brand identity. Next, the brand managers and firm
employees should concentrate on communicating the established brand identity to
every individual responsible for the firm’s marketing communications efforts. After
brand managers clarify their aspirations for the brand, and are able to clearly and
accurately communicate them to the brand stewards, the IMC program should
commence. Whether internal or external to the marketing firm, if the brand
stewards have a clear and accurate understanding of the brand identity, they are
better able to develop a comprehensive, strategic IMC program that more clearly
and accurately communicates that brand identity. Finally, feedback from customers,
prospects, and publics regarding brand awareness and brand image, along with
feedback from other entities in the environment, including competitors, will enable
brand owners to adjust their brand image strategy, and/or its IMC strategy.
Therefore, the firm should pay particular attention to brandrelated market
information from the environment.

CHAPTER 3: RESEARCH STUDY- HYPOTHESES & METHODOLOGY

3.1. Hypothesis
As mentioned from the begingining of the study, in July 2016, Maritime Bank
faced the biggest media crisis in the last six years. The bank has problems with
rumor that Maritime Bank's President - Mr. Tran Anh Tuan gutted 30.000 Billion
VND from the bank. The entire operation of Maritime Bank turned upside down;
agitated customers table, anxious, go withdrawals jam; investors looked to sell
shares. In that situation, the Maritime Bank's brand was severely damaged.
However, the Marketing and Communications Department of the Bank was very
active in developing an integrated marketing communications strategy to cope with
this media crisis as well as gradually reinforcing the Maritime Bank’s brand.

41
This research aims to identify the perception of customers towards Maritime Bank
after the crisis and the role of integrated marketing communications in
strengthening the bank’s brand.

The initital hypotheses are as belows:

- Hypothesis 1: Maritime Bank has high brand equity in the market
- Hypothesis 2: Integrated marketing communications do not help to
strengthen Maritime Bank’s brand.

3.2. Research Objectives

The main objectives of this thesis are to analyze how marketing communications
can be integrated to strengthen brand and propose an improved intergrated
marketing communucations to enhance the brand of Maritime Bank in the future.

3.3. Research Design

Before doing primary research, we review our secondary data. For primary data,
quantitative research was applied to find out the answers. With the banking target
customer’s major living in big cities, the research will be conducted in Ha Noi and
Ho Chi Minh City.
3.3.1. Quantitative Research
We decide to do the survey with the following detail information:
Criteria Details
The first survey was carried out with the banking target
Sample size
customer’s major living in big cities
Location Ha Noi: 900; HCMC: 900
Individual random sampling to ensure statistical validity
Interview method Door-to-door recruitment for face-to-face interview
Approx. 30 minutes per interview.

42
 - Male & Female
Respondent criteria:
- 18-50 years old; HIB: ABC
- Decision maker on personal finance matters
Table 1 – Quantitative research design

Questionnaires Design Summary

The questionnaire is divided into 5 parts, the detail questionanaire attached in
appendix 1:

Part Content Purpose

1 Screening - To filter responders by: Area, Income, etc.

- To determine customer awareness level toward

Brand
2 brand of Maritime Bank and main players in the
Awareness
banking market
- To discover customer’s usage in Vietnamese
3 Brand usage
banking sector.

- To understand customer’s perception towards bank

4 Brand image imagery (Maritime Bank and main players in the
banking market)

- To determine the most effective marketing

Brand communication tools (touch – points) for Maritime
Communications Bank’s Brand to communicate with Customer.
5 (Marketing - Which is the most popular communication toools
communication people usually use to get banking information
tools) - Which tools are familiar to push Maritime Bank
Brand’s image
Table 2 – Questionnaires Design

43
3.4. Data Analysis
In this project, both secondary and primary data are used. Secondary data is
collected and synthesized from government reports, market research company
(Nielsen Vietnam, TNS, etc), website, and other media, etc.

Primary data will be collected by a survey to get information from targeted

customers of the bank and Maritime Bank awarers/products users who are decision
maker on personal finance matters and living in Hanoi and Ho Chi Minh City.

Besides, we will find more information from the bank operations as well as the
previous research of the bank to support the survey with figures and details.
Therefore, all the data from secondary and primary will help us analysis the
situation and get recommendation for the proposal of the integrated marketing
communication plan in the future.

CHAPTER IV: KEY FINDINGS/RESEARCH RESULTS

4.1. Findings
4.1.1. Brand Performance
Brand equity index (BEI)
The research’s results show that Vietcombank continues to lead on BEI in total
level and in Hanoi. In Ho Chi Minh City, Dong A Bank has the highest BEI.
Maritime Bank needs to strongly focus on Ho Chi Minh City whereas its BEI is
very limited.

44
 Chart 4: BEI of main players in Vietnam banking market

The opportunity to futher increase consideration rate for Maritime Bank, as it is still
in the lower tier with VIB.

Chart 5: Total BEI – Comparision BEI, Main Bank, Considerated Bank

45
Note: Brand Equity Index is calculated based on consumers’ response to their (1)
favorite brand, (2) brand they would recommend and (3) willingness to pay a price
premium.

Bank And Advertising Awareness

Vietcombank still leads in term of Top- of- mind awareness. Following
Vietcombank, Agribank, ACB and Sacombank are the the most popular banks, next
are Dong A Bank and VietinBank, consideration and main bank scores. Compared
to Quarter 2 of 2015, brand awareness of Maritime Bank has shown a good
increase, but others also gain in Quarter 3 of 2016.

Chart 6: Brand awareness comparision in term of TOM, spontaneous and promted

Brand awareness of Maritime Bank has increased 11% but still the opportunity to
catch up with other competitors, particularly in Ho Chi Minh City.

46
 Chart 7: Brand awareness in Hanoi & HCM
in term of TOM, spontaneous and promted

Meanwhile, advertising awareness for Maritime Bank in Quarter 3 of 2016 is no

change much compared to Quarter 2 of 2015. Advertising awareness of Maritime
Bank in both cities seems stagnant over the time.

Chart 8: Total advertising awareness comparision in term of TOM,

Spontaneous and Promted

47
 Maritime Bank’s total awareness and conversion rate are increasing but still have
room to growth further:
Total Awareness Consideration Usage BEI
Q2/2015 Q3/2016 Q2/2015 Q3/2016 Q2/2015 Q3/2016 Q2/2015 Q3/2016
VCB 91% 99% 51% 49% 27% 23% 2.4 2.4
BIDV 55% 78% 21% 29% 7% 8% 0.7 1.1
Agribank 76% 95% 33% 39% 16% 16% 1.5 1.7
Vietinbank 73% 94% 34% 32% 12% 8% 1.2 1.2
Techcombank 73% 88% 32% 32% 8% 10% 1.0 1.3
ACB 95% 96% 39% 33% 11% 9% 1.6 1.4
VP Bank 48% 69% 16% 17% 2% 4% 0.4 0.6
Sacombank 94% 97% 24% 32% 10% 12% 1.1 1.5
Dong A Bank 91% 94% 35% 35% 14% 17% 1.5 1.6
MaritimeBank 28% 39% 6% 10% 1% 1% 0.1 0.3
Eximbank 69% 67% 9% 5% 2% 2% 0.3 0.2
MB 53% 74% 21% 21% 2% 3% 0.5 0.7
VIB 45% 51% 12% 9% 1% 1% 0.3 0.3
Table 1 – Banks’ brand awareness comparision

Bank usage
As the Consideration rate for Maritime Bank has increased over the years,
especially in Hanoi but still stagnant in Ho Chi Minh City.

Chart 9: Bank usage based on the location

48
Critical to improve on the conversion from awarers to considers also to users from
Maritime Bank, when benchmarking with competitors.

Chart 10: Total Brand Leverage

Concerning the reason for chosing a bank, convenience is still top concern. The
details of the convenience include two elements such as “The bank has branches
close to my house/my company” and “The bank has ATM machines widely
available”.

Word of mouth (WOM) and bank popularity are important for banking users. As
the chart showed below, the elements “the bank is recommented by family” and
“the bank is recommented by friends” are very dominant, especially in Hanoi and
seem not change the role in term of time of the research from 2015 up to now.

In 2016, some factors concerning the bank’s services such as competitive interest
fee rates and clear and fast procedure and good customer service are more and more
important to the customers.

49
 Chart 11: Reason for chosing a bank
Concerning the trigger for bank usage, WOM appears more important amongs
higher class customers.

Chart 12: Trigger for bank usage

50
In comperision to 2015, overall, Maritime Bank usage has slightly increased,
especially for class B in Ha Noi. However, Maritime Bank needs to boost the
awareness and the conversion rate from awareness to consideration in HCM, and
from consideration to usage in Ha Noi. Convenience is the main trigger for people
when choosing a bank, recommendation comes in second. In HCM, factors relating
to emotional benefits are highly rated, while Ha Noi users consider more about
Bank Prestige factors when choosing a bank. Therefore, Maritime Bank could focus
to promote the image as a bank that people ‘Consider a friend’ since it is a top
important factors and also one of Maritime Bank’ strength.

Brand Image
Maritime Bank strongly associated with “Provide convenience” and “Bank that I
consider as a friend”

Chart 13: Total branding image – All criteria

In Quarter 3 of 2016, Vietcombank and Techcombank lead in all attributes, ACB
has dropped their leading position while Maritime Bank has improved in most of
attributes compared to Quarter 2 of 2015.

51
 Chart 14: Total branding image – Important criteria

Trust & prestigious is the most important driver to BEI and consideration, followed
by Customer service and then Convenience.

According to the outside-in branding strategy approach, knowing well what

customers expect from banking company would help Marititime Bank match its
identity to customers’ needs and wants and build a strong brand image. There are
several resons for a customer to choose a bank including reasonable fees,
prestigious bank, popular bank, wide ATM network, wide branch network, strongly
recommended, consider a friend, respect and trust the brand ans understand
customer’s needs...

The most influent factors include understands customer’s needs, respect and trust
the brand and bank that customer considers a friend. Maritime Bank should

52
consider these factores into its branding strategy and brand identities if market
orient strategies are adopt. It should work on the weakness that is of high influence
to customers’ choice. As shown in above chart Maritime Bank is strongly
associated with “Provide convenience” and “Bank that I consider a friend”.
Therefore, Maritime Bank could focus to promote the image as a bank that people
“Consider a friend” since it is a top important factors and also one of Maritime
Bank’s strength.

4.1.2. Brand Communication (Marketing Communication tools)

In terms of our online channels, Maritime Bank website and fanpage are the two
most effective channels in reaching our target audiences, among which Maritime
Bank’s website is the most trusted channel. Direct email more and more play an
important role in brand communication between the bank and customers.

As shown in the table below, we can see that WOM from family and friends is
considering being the most trusted source. Bank staff and website also have great
impact on customers. According to the report, it is noticeable that bank staff is the
second most trusted channel amongs Word of Mouth (WOM) sources, implying the
importance of other factors at branch network.

In terms of mass communication channels, Billboard, TV, Poster/banners are in

turn the most reaching channels with highest exposure to target audiences while TV
and Billboard are the two most trusted channels. The result is similar when we
compare between the locations as well as the income groups. Billboard, through
gaining a high reach, shows a similar impact in term of “trust” as compared to other
communication channels.

53
Chart 15: Source of awareness

54
4.2. Conclusions
In conclusion, after implementing qualitative research, I found some main finding
as below:
- Major banks such as Vietcombank, Agribank, DongA, Sacombank & ACB
still have high BEI in total level. A correlation between BEI and
Recommendation is observed: the brand awareness appears to have a strong
relationship with the recommendation of a bank. Level of awareness is
maintained among big and popular banks i.e. ACB, Vietcombank, DongA
Bank, Agribank…
- Maritime Bank’s total awareness and conversion rate are increasing but still
low compared to other banks, especially in HCM. Maritime Bank could
promote the image as a “Bank that I consider a friend” since it is one of the
top key factors and also MSB has a relative strength on this vs. others.
- About marketing communications, in terms of our online channels, Maritime
Bank’s website is the most trusted channel in reaching our target audiences.
In terms of word of mouth, family and friends is considering being the most
trusted source. In terms of mass communication channels, Billboard, TV,
Poster/banners are in turn the most reaching channels with highest exposure
to target audiences while TV and Billboard are the two most trusted
channels. Especialy, direct email becomes the most seen channels towards
the banking customers.

CHAPTER 5: INTEGRATED MARKETING COMMUNICATIONS TO

STRENGTHEN MARITIME BANK’S BRAND

Maritime Bank's development strategy is the foundation for the process of building
and developing the Maritime Bank’s brand.

55
According to the findings in the research mentioned above, word of mouth (WOM)
is one of the important elements for banking users to chose a bank and the elements
“the bank is recommented by family” and “the bank is recommented by friends” are
very dominant. Therefore, Maritime Bank continues keeping positioning statement
“Maritime Bank – Bank of your family”. From that, Maritime Bank builds up the
goal brand in 2017 which is to increase 4% in terms of brand consideration country
wide (in which 5% increase in HCMC), by pass VP Bank, MB, VIB in HCMC and
Eximbank country wide and increase BEI by 0.2%.
In order to achieve the goal, the bank will has sub-goals as follows:
- Increase 11% total awareness, 2% spontaneous country wide (in which, in
HCMC it is 12% total awareness, 2% spontaneous).
- Enhance trust element of Maritime Bank in the eyes of customers by 50%.
- Increase positive and objective talkong about Maritime Bank by 10%.
- Increase traffic to all touch points by 10%.

Along with the steps to build the brand, Maritime Bank must use mixed marketing
strategy by harmoniously combining the tools of integrated marketing
communications, including:
- Advertising
- Sales promotion
- Events And Sponsorship
- Public Relation
- Direct Marketing
- Interative Marketing (Internet Marketing)
- Personal Selling

Based on the findings in the Chapter 4, Maritime Bank will know the way to use
marketing communication tools to fit with its’s current situation and its brand’s
strength.

56
5.1. Advertising
Advertising is essential to promote and introduce Maritime Bank's image, services,
achievement and contribution to society. Therefore, Maritime Bank should focus on
promoting advertising, implementing advertising with the following methods:
- Outdoor advertising (billboard, sigboard),
- Advertising on newspapers, magazines
- TV Ads (Spot 30 '', 20 '', 10 '', 5 ''): advertising spot about the bank, bank’s
operation of the bank during the prime time (for example: Gameshow
programs).
- Advertising on Radio and on the Internet
At present, the forms of advertising on TV and newspapers are popular but high
cost. Internet advertising is cheap and will more and more becomes popular.
Banner, radio and newspapers advertising will become less common in the future.
As mentioned in the Chapter 4, in terms of mass communication channels,
Billboard, TV, Poster/banners are in turn the most reaching channels with highest
exposure to target audiences while TV and Billboard are the two most trusted
channels. Billboard, through gaining a high reach, shows a similar impact in term
of “trust” as compared to other communication channels. Therefore, I propose the
Anticipated Advertising activities as below:
Advertisement Note Timeline
Television advertisement
Playing Spot Advertisement in movie
show. Choose a good movie at 21:00 in the
evening on VTV3 (For North regions) and Advertising on the frame
on HTV7 (For Southen regions) (or time of the show which Full year
Saturday on VTV1, weekend on HTV9), has high rating.
High frequency with an attractive movie/
one week will attract many viewers.

57
Participating in sponsoring for 03 famous
and high rating television gameshows
3 months/1
attracted the attention of Maritime Bank's
year
target customers including Ai là triệu phú,
Ơn giời cậu đây rồi, Cười xuyên Việt.
Broadcasting Spot advertisement at stations Focus on promoting
When has big
of the provinces which have transaction continuously for 1 - 2
events/
offices of Maritime Bank. Especially in weeks when promoting
Promotion
Hanoi, Ho Chi Minh, Da Nang, Can Tho, promotions, special
programs
Quang Ninh, Nam Dinh, Hai Duong... events, etc.
Broadcasting Spot advertisements on In Seagames event, it is
channels of Vietnam Cable Television expected 40% - 67% of 19th August
(VTVcab) in the time of the Seagames 29 Vietnamese citizens to 31st
when Vietnamese national football team watching TV. (Depends August 2017
plays the games.. games)
Printed advertisement
Maritime Bank purchases a dominant
column in famous newspapers to advertise
the bank and bank’s big event/programs. I
propose the conner named "Personal
Finance Consultant" for Maritime Bank in Full year
2017, 52 weeks with 52 smart personal
financial management tutorials,
incorporating an introduction to Maritime
Bank’s products and services.
Advertising on famous newpapers such as When has big
Tuoi Tre, Thanh Nien, Tiep thi gia dinh events/
which are good quality reporting sites and Promotion

58
attracts many readers who are the targeted programs
customers of Maritime Bank’s retail bank.
Other advertisement
Installing large Billboard at Maritime The billboard with down
Bank’s transaction offices/branches which light for using both day Full year
have good traffic location. and night
Maritime Bank works with major
When has big
advertising companies such as Chicilon,
events/
Goldsun to run adverstisement on
Promotion
billboards with down lights in the major
programs
streets.
Maritime Bank works with major
advertising companies such as Chicilon,
Goldsun to play the 30’ spot on the LCD
systems at major supermarkets and the
Full year
elevators systems of office buildings in the
big cities and in Vietnam’s international
and domestic airports of Vietnam which
have high traffic.
Table 2 – Anticipated Advertising activities in 2017

5.2. Sale promotion

In addition to interest rates, Maritime Bank’s customers are also interested in the
other material factors comes through the promotion. Therefore, Maritime Bank will
improve some activities for sale promotions as follows:
- It is advisable to hold some customer conference, especially at the end of the
year or some special occasions of the bank such as birthday. The bank

59
 should care the VIP customers called First Banking Class in order to build a
good long-term relationship with the bank.
- Develop the loyalty programs, in which the customers will receice more and
more added-value benefits from Maritime Bank whenever they use more
products or services of the bank. The customers can receives some benefits
from Maritime Bank's strategic partners such as Vietnam Airline, Lazada,
Lotte supermarket systems, etc. In addition, Maritime Bank can offer plus
interest rates for older customers, or customers who have high deposit
balance or cas, etc.
- The forms of promotion programs, customer care must be uniformed
throughout the system. Promotional gifts must be diversed and have high
usage value such as microwave ovens, separators, ocean, iron, kettle,
vitamins ...

5.3. Events And Sponsorship

Through the events program being held on special occasions, Maritime Bank takes
its name to the public. The event includes "Maritime Bank’s anniversary",
"Customer care" event, "Press conference to introduce products” or internal events
such as "Staff Days", “Sports and Entertainment day” “Family day”, etc.

Events are organized by Maritime Bank’s Marketing and Communication

Department (for small events) or by hiring professional event organizers (for big
events). Through the organization of internal programs, the relationship between
leadership with employees, employees and employees (in-house PR) will be better,
building a corporate culture of sustainability and promoting personal selling
activities of higher quality.

Here are some highlights events for 2017:

60
Event Note Timeline
Maritime Bank’s anniversary (August 2017), Events with live Based on
Customer care events, Staff Days, Sports and show music, occasions
Entertainment day, Family day, etc, will be games, gifts and
organized at the Park, Gymnasium, Sports Center other treats
with a capacity of 3000 - 5000 people.
Promotions events, Preferential loan program, When have
Bonus savings program, etc. programs
Announcing new products events,
Opening branches, etc.
Table 3 – Maritime Bank’Events in 2017

Sponsorship
Sponsorship is a marketing communication tool associated with events. In 2017,
Maritime Bank needs to find good programs, suitable for customers to sponsor to
promote the brand identity and opportunity to reach the target customers of retail
banking. Through sponsorship, Maritime Bank will be redeemed through the
advertising benefits of the program as well as opening good image of the Bank in
public.

Sponsorship programs can be:

- Music, dance, fashion or charity programs.
- Sponsor movie screenings on TV, will redeem the advertising Spot.
- Sponsorship of charitable programs (Social Work).
- Gameshows, talkshow.
- Academic contests.
- Sponsor forums, news categories, radio.

61
Belows are the expected sponsorship programs for 2017:
Sponsor Timeline
Sponsorship in the form of logos posted in the Sai Gon Economic Full year
Times, The Labor, Securities Investment, Bank Magazine etc.
Sponsorship VTV1 in broadcasting Banking and Finance news from Quarter 3
7h15'-7h20’ on Saturdays and Sundays and the 24h Market Daily
program at 11h45' and 18h45 '; Banking and Finance consultants
broadcast on HTV9 channel every Saturday night.
Main sponsors and co-sponsors of pro-poor music, social and more. When have
Funding for study promotion scholarships, etc. suitable
programs
Funding for the activities of students at the University of Economics, Full year
Banking University, and some other universities Through these
activities, Maritime Bank will get advertising benefits as well as have
the chance for recruitment good staffs in the future.
Table 4 – Anticipated sponsorship activities in 2017

5.4. Public Relation

According to the findings of the reaerch which were mentioned in the Chapter 4,
the most influent factors on Maritime Bank’s brand include “respect and trust the
brand” and “bank that customer considers a friend”. WOM from family and friends
is considering being the most trusted source; bank staff also has great impact on
customers. All of these things can be built up from the PR activities of Maritime
Bank not only in the short term but also in the long term.

PR work of Maritime Bank will be carried out by all staffs and leaders of Maritime
Bank. PR will help convey good information and messages about Maritime Bank to
the public. Every member of Maritime Bank must do good PR job for his bank.

62
Through the skills of contacting and consulting clients, employees will convey
information about Maritime Bank, encourage the public and mobilize customers to
deal with Maritime Bank.

Through employee relations with customers, Maritime Bank’s employee will

convey good information to the customer and receive feedback. Through the
feedback (whether good or bad) the leadership of Maritime Bank and related people
will solve related issues.

From there, it is possible to distinguish groups and levels of PR implementation as

follows:

- For the Media Group (Television, Radio, and Newspapers): The leaders of
Maritime Bank need to have good relationship with this group. Through
these relationships, Maritime Bank will be invited to participate in the
program or this group will give advice on the Maritime Bank in term of
unwared crisises in the future. Through cooperation with the media,
Maritime Bank will be able to know the good and bad news about the bank
for timely resolution;

- Political Group: In relations with politicians, heads of Maritime Bank will be

easier to implement than the other levels. Maritime Bank can help agencies,
departments, unions, etc. by supporting a number of charity programs to
build the strong relationship. Through communication with this group,
Maritime Bank will build trust for politicians who can introduce businesses
and other customers to trade at Maritime Bank;

63
 - Group of Investors: Through the establishment of relationships with
investors, Maritime Bank can introduce and bring information to them as
quickly as possible. Through stock investors, information of Maritime Bank
is always hot news on the stock market;

- Group of reporters: Maritime Bank needs a good relationship with reporters

and radio stations that help to give news for the bank. After Maritime Bank
sends "press release" to the reporters, the reporters will edit and convey the
good information about Maritime Bank;

- Group of advertising companies: Maritime Bank will create a good

relationship with this group; they will spread to the public good information
about Maritime Bank.

- Group of staff: To do a good job for PR, Maritime Bank need to do the
traing programs for staffs about ability to speak in public as well as updating
good information of the bank. Maritime Bank should issue regulations on
customer communication and training of communication skills for
employees and leaders. Leaders often do better in PR activities than others in
the bank.

PR is an important communication tool for marketing, which introducing new

products, existing products as well as financial issues of the bank.

Belows are some highlights PR activities for Maritime Bank in 2017:

Public Relation Note Timeline
PR in the printed newspapers such as the Labor, Full year
Youth, Youth. ...

64
Creating relationships with the press, Full year
information about Maritime Bank is always
provided to from 10 reporters.
Create close relationships between Editorial Full year
Board of good reputation newspapers and
Maritime Bank
In term of PR news on television, the image of Monthly/
Maritime Bank monthly/ quarterly is appeared Quarterly
on high rating channels such as VTV1, VTV3,
HTV7 and HTV9, etc.
Create good relationships with political groups Full year
(People's Committee, State Bank, sector ...)
Create good relationships with investors groups Full year
PR on good online website such as:
PR about the
Tuoitre.com.vn, Thanhnien.com.vn,
bank, big
vnexpress.net, vnn.vn, 24h.com.vn,
promotions
tuoitre.com.vn, thanhnien.com.vn, sggp.org.vn,
and more.
nld.com.vn, sgtt.com.vn, v.v
Table 5 – Anticipated PR activities in 2017
5.5. Direct Marketing
As findings in the research, the most influent factors on customer’s usage include
“understands customer’s needs”. “Understands customer’s needs” means that
Maritime Bank understands customers’ financial problems and propose the suitable
products/ service to meet their demand in general and Maritime Bank’s staff know
the way to communicate with customers to find out their financial problems and
brind the good services for them during the time they come to bank. From that,
customers will select Maritime Bank as the main bank and stay with the bank in the
long time.

65
Direct Marketing tool directly and positively has strong impact on the customer's
use and selection of the bank, to increase operational turnover and increase
competitive advantage of the bank. This tool has many forms; however, with
existing resources, Maritime Bank will choose the most suitable forms to increase
the effectiveness of direct marketing on the bank's brand as well as business
performance. In particular, Maritime Bank should apply the forms of email
marketing, direct selling, telemarketing and customer service (call center).

In the form of email marketing, with the number of 60% of customers have email
on the total number of existing customers of the bank, Maritime Bank should use
email marketing to bring high efficiency while cost is extremely low. The downside
of this form is that emails from the bank can go to spam mail boxes and Maritime
Bank messages will not reach customers. Therefore, Maritime Bank needs to
improve many factors to increase its efficiency using this cheap marketing method.
First thing is the filtering of customer data to identify the customer’s profile of the
bank, from that, the bank can send the the right message to the right customers as
well as select the right product, service, program or message for the customers. At
the same time, this improvement will help to Increase the cohesion of Maritime
Bank brand with existing customers. It is expected in the first quarter of 2017,
Maritime Bank will buy email marketing software to master email from the bank
and measure the effectiveness of this channel for customers.

Telemarketing is a marketing communication tool that has been focused at

Maritime Bank, especially since 2016, with two telemarketing teams for two types
of bank’s products and services. However, the bank has not used tools to evaluate
and measure the efficiency of customer data which areexploited of these two these
teams but only based on the results of the sale of the final used products/ services.
Therefore, in 2017, I propose to the head of marketing department and the head of
66
retail banking who directly manage these two telemarketing groups to adjust the
following issues:

- Build a data collection process and forms to track customers’ data when the
online marketing department runs programs to attract customer data and
send to telemarketing team. Especially, this process emphasizes the time of
receiving and processing customer data within 24h after customers register
to products and services of Maritime Bank.

- Standardize customer data right from the start before moving to Telemarking
team to exploit.

- Set up performance metrics of telemarketing teams and run a weekly report

on the results to speed up interventions and improve the performance of
Telemarketing teams.

In addition to email marketing, telemarketing and direct marketing still has a very
important form which is customer service (Customer Service) and/or Call center.

To be able to serve customers better, the bank must anticipate, anticipate possible
problems to take precautionary measures. Giving up having a good customer
service must be seen as Maritime Bank top priority. It can be said that spending on
customer service is the most profitable investment for bank’s brand.

Therefore, in every direct marketing program, Maritime Bank always need to

associate it with a phone number. We can call it hotline, customer advisory line,
helpline, etc. Maritime Bank currently only has 10 call center staff and is often
overloaded due to the need from too many customers. Therefore, in 2017, Maritime
Bank needs to invest in the bank’s Call Center system to increase the quality of its
banking services while preserving its image and brand positioning "consider as a
friend" in the mind of the customers.

67
5.6. Interative Marketing (Internet Marketing)
As findings in the research, in terms of our online channels, Maritime Bank’s
website and fanpage (facebook page) are the two most effective channels in
reaching our target audiences, among which Maritime Bank’s website is the most
trusted channel. It means that internet marketing more and more play an important
role in strengthen brand image of the bank.

Official website of a bank plays a role of online brochure to introduce every thing
about the bank. The image, the content, the structure as well as customer experience
on this channel also help to build the belief of customer towards the bank.
However, website is only one of internet marketing tools in nowadays. The website
is only the final destination of online customer’s journey. The customer will be
drawed from digitalized environments to Maritime Bank’s website. Now, they
come to the website not only organically but by some other channel such as paid
search engine optimization (SEO), search engine marketing (SEM), google display
network (GDN) (banner and text advertisement), Social Media Marketing (Social
News such as Digg, Sphinn, Newsvine; Social Sharing such as Flickr, Snapfish,
YouTube; Social Networks such as Facebook, LinkedIn, MySpace, Twitter; Social
Bookmarking such as Delicious, Faves, StumbleUpon, BlogMarks and Diigo), etc.

In 2017, as the budget for the marketing activities is limited, the concentration on
online marketing is highly recommended. There are many different techniques of
online marketing, however, I chose to focus on GDN (paid search, link – building)
and social online media channels.

According to a Neilson’s report for Maritime Bank, the services that are most
frequently used by private customers are cards (Visa, MasterCard and International
debit card) and personal loan. Therefore, the online marketing techniques paid

68
search and link – building are especially targeted for those two services. The first
concentration is using Google paid search to boost site traffic by having the
advertisement appearing on top or right hand side of search result. This method is
also known as “pay – per – click” as the Bank only has to pay when a visitor clicks
the advertisement that leads to the website. For example, when customers search for
the key word such as: “Visa Card promotion” or “personal loan interest”; the
advertisement that links directly to the Bank’s website appears in a yellow boxed
text. I suggest that Maritime Bank should run the paid search in two months.
Afterwards, evaluation for amount of traffic and impact to the sales should be
conducted for further purchase of paid search technique.

Link – building refers to an online marketing strategy in which the link to the
Bank’s website is promoted in another partner’s site. Currently, to the card and
personal loan services, the Maritime Bank is in partnership with many trade
associates in providing promotions to customers. The partners of the Bank vary
from international airline, food chain, and high – class resorts to entertainment
center. Therefore, the bank could select few potential partners and generate mutual
benefit through link – building advertisement. However, the selection of partners
should be seriously taken into consideration so that the image and value of the Bank
is protected. Link – building not only creates direct traffic to the Website, but also
contributes hugely to the branding of the Bank. Even if the visitors do not click on
the link, they get to know about the brand and recall it gradually.

The last concentration is online social channel, in this situation, I refer to Facebook.
As mentioned in the part 1.4 of Chapter 1, Maritime Bank currently is running its
official Facebook page to update variety of activities of the Bank. However, more
customer – oriented activities should be added to make the Facebook page more
attractive, informative and interactive. The Facebook page should be a channel in
which the customers are directly connected to the Bank and they become part of the
69
Bank’s brand. Via Facebook, the Bank could provide a series of smart individual
financial proposals to the customers in order to help them control their finance
problems in the good way. Based on the positioning “Bank of your family”, the
content manager of Mariritime Bank’s fanpage is developing the image of smart
family with five (05) members – 05 characters who are very financial oriented and
know the way to magage to manage personal and family’s finances. These five
characters will give to the fans of Maritime Bank’s fanpage the intelligent financial
advices by using flexibly and intelligently financial products of the bank.

5.7. Personal Selling

As mentioned in the part 2.2.3 of Chapter 2, personal selling is an effective
marketing communication tool to draw customers’ attention and transfer great deal
of information. There is a flexible interaction between the seller and the buyer,
tailored to the unique requirements of the customer and can lead the purchase
behavior. These are things that advertising can not do. Salesman can also convince
and resolve customers’ inquiries very quickly. In addition, personal selling can
establish and develop sales relationships.

At retail banking of Maritime Bank is currently using two types of personal selling
are customer manager and field representative. Customer managers are the saleman
who directly care a group of customer, especialy important customers of the bank.
Field representative are sellers who do not stay inside Maritime Bank’s branches
but stay at the purchase point in some real estate selling events, shopping malls or
large supper market as Lottle Marts for a certain time. They will listen customer’s
financial needs and propose suitable products or services of Maritime Bank to solve
customers’ financial problems.

Both Maritime Bank’s customer manager and field representative are the personal
sellers who convey the message to reach the target customers with high efficiency.
70
Therefore, the image of these sellers is very important. All of them have to wear
uniform of the bank in order to bring the professional image to the customers at the
first glance.

Picture 18: Maritime Bank’s staff in uniform

In addition, the way of their communication plays an important role in direct

marketing of the bank. In order to improve the communication skills of Maritime
Bank’s staffs, the bank should carry out the communication training programs for
all staffs who regularly work directly with the customers.

5.8. Summary
In conclusion, Brand building is a collective task from leaders to employees of
Maritime Bank. Advertising, PR and interactive/internet marketing tools are the
best and most appropriate tools to build, create and develop a brand. Along with the
process of building and developing the brand, brand protection is essential.
Research and set up a steering committee for crisis prevention and resolution. From
the study of the thesis also set new direction of brand strategy is to determine the
brand value, business from the value of the brand has invested time to build.

71
CONCLUSIONS
The purpose of this thesis is to generate the integrated marketing communications
plan to strengthen the brand of Maritime Bank.

In this thesis, I proposed some recommendations for Maritime Banks’ integrated

marketing communications tools based on my findings and observations. To
successfully implement the suggestions into action, Maritime Bank will evaluate
and adjust the plan to be better – fitted with its contemporary situation.

The research aims to promote the Bank’s brand to targeted customers and
gradually, increase the sales revenue of the Bank. Therefore, Maritime Bank will
maintain and improve its customer services regularly to retain customers’ loyalty
towards the brand. Building a long – term customer relationship is the key indicator
for the sustainable development of the Bank in the Vietnamese banking market.

I strongly believe that with the improved marketing communication tools as

mention in the Chapter 5 of this thesis, Maritime Bank could successfully achieve
its objectives and become the leading retail bank in Vietnam in the next 5 years.

72
REFERENCES

A.Aaker, D. 2002. Building Strong Brands. London: Simon & Schuster UK Ltd.

Belch, G. E. & Belch, M. A. 2001. Advertising and Promotion: An Integrated

Marketing Communications Perspective. New York: Irwin/McGraw-Hill.

Business Perspectives on Emerging Markets 2012-2017 Findings from global

survey, June 2012All Rights Reserved ©2012 www.globalintelligence.com

Duncan, T.R. (2002), IMC: Using Advertising and Promotion to Build Brands,
Boston: McGraw-Hill

Elliott, R. & Percy, L. 2007. Strategic Brand Management. Oxford: Oxford

University Press.

Fill, C. 2011. Essentials of marketing communications. Essex : Pearson Education

Limited.

Fill, C. 1999. Marketing Communications: contexts, contents and strategies.

London: Prentice Hall Europe.

Hampf, A. & Lindberg-Repo, K. 2011. Branding: The past, present and future: A
Study of the Evolution and Future of branding. Helsinki: Hanken Schools of
Economics.

Ind, N. 2005. Beyond Branding. London: Kogan Page.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based

brand equity. Journal of Marketing, 57(1), 1–22.

Keller, K.L. (1993), Conceptualizing, Measuring, and Managing Customer-Based

Brand Equity in “Journal of Marketing”, 57 (January), pp. 1-22

Keller, K.L. (2001), Mastering the Marketing Communications Mix: Micro and
Macro Perspectives on Integrated Marketing Communication Programs in
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Keller, K. L. 2008. Strategic Brand Management. New Jersey : Pearson Education,

Inc. Clow, K. E. & Baack, D. E. 2012. Integrated advertising, promotion, and
marketing communications. New Jersey: Pearson Education Limited.

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Knight Frank Research. 2012. The Wealth Report 2012. London: Think Publishing.
Kotler, P., Keller, K. L., Brady, M., Goodman. M. & Hansen. T. 2009. Marketing
Management. Essex : Pearson Education Limited.

Kotler, P. & Armstrong, G. 2010. Principles of Marketing. New Jersey: Pearson

Education, Inc. 81.

Naik, P.A., Raman K. (2003), Understanding the Impact of Synergy in Multimedia

Communications in “Journal of Marketing Research”, 40 (November), pp. 375-
388.

Percy, L., Rosenbaum-Elliott, R. & Pervan, S. 2011. Strategic Brand Management.

New York: Oxford University Press Inc.

Porter M. (1985) Competitive Advantage, New York, Free Press

Schultz, D.E. (2004b), A Clean Brand Slate in “Marketing Management”, 13

(September/October), pp. 10-11.

Shimp, T. A. 2010. Integrated Marketing communication in advertising and

promotion. Stamford: South - Western Cengage Learning.

Thomas, R. M. 2003. Blending Qualitative and Quantitative Research Methods in

Theses and Dissertations. New York: Corwin Press.

Thuc, V. V. 2013. Restructuring the Commercial Banking System in Vietnam.

Hanoi: Tap Chi Phat Trien & Hoi Nhap.

Vietnam Property Market Brief, JLL, Research 2Q16

Michael Kokalari and Arup Raha1 (2016), Vietnam: The Next ASEAN Tiger. pp.
4-8.

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APPENDIX – QUALITATIVE SURVEY
KHẢO SÁT NGHIÊN CỨU THỊ TRƯỜNG
THƯƠNG HIỆU MARITIME BANK 2016

Mã số Bảng câu hỏi Mã số đáp viên.

Mã số Phỏng vấn viên Độ dài Cuộc phỏng vấn

Số lượng câu hỏi Mã số Tham khảo

Q1 HỎI TẤT CẢ Code Đường

KHU VỰC PHỎNG VẤN (Mã số) dẫn
KHÔNG HỎI (127)
PVV tự khoanh khu vực phỏng vấn.
HN/HCM: 50/50.Câu hỏi một câu trả lời.

Hồ Chí Minh 1
Hà Nội 2

PHẤN 1: THÔNG TIN CHUNG

Q2 TUỔI Code Đường

Xin anh/chị vui lòng cho biết anh/chị nằm trong nhóm tuổi nào dưới (Mã số) dẫn
đây? (128)
PVV: vui lòng khoanh nhóm tuổi của đáp viên. Câu hỏi một câu trả lời.

Nhỏ hơn 18 tuổi 1 ĐÓNG

18 - 25 tuổi 2
26 - 35 tuổi 3
36 - 45 tuổi 4
46 - 50 tuổi 5
Lớn hơn 50 tuổi 6 ĐÓNG

Q3 GIỚI TÍNH Code Đường

KHÔNG HỎI (Mã số) dẫn
PVV tự khoanh giới tính của đáp viên.Câu hỏi một câu trả lời. (129)

Nam 1
Nữ 2

75
Q4a THU NHẬP CÁ NHÂN HÀNG THÁNG
Anh/chị vui lòng cho biết thu nhập cá nhân hàng tháng từ tất cả các nguồn (lương, phụ cấp,
trợ cấp, thưởng, thu nhập khác nhưng không bao gồm tiền trợ cấp từ cha mẹ, người thân
trong gia đình) sau khi trừ thuế, của cá nhân anh/chị là bao nhiêu (tính sau thuế)?
Anh/chị không cần phải đưa ra số chính xác, anh/chị chỉ cần đưa ra khoản tiền xấp xỉ dựa
vào bảng sau. Câu hỏi một câu trả lời.

Q4b CHI PHÍ CÁ NHÂN HÀNG THÁNG

Anh/chị vui lòng cho biết chi phí cá nhân hàng tháng (tiền chi tiêu cho bản thân hàng tháng
bao gồm chi phí đi lại, chơi thể thao, chi tiêu cho việc ăn uống không phải tại nhà, thuốc lá,
sách vở, giải trí, quần áo, và những mặt hàng cá nhân khác) của cá nhân anh/chị là bao
nhiêu?
Anh/chị không cần phải đưa ra số chính xác, anh/chị chỉ cần đưa ra khoản tiền xấp xỉ dựa
vào bảng sau. Câu hỏi mot câu trả lời.

Q4c THU NHẬP HỘ GIA ĐÌNH HÀNG THÁNG

Anh/chị vui lòng cho biết thu nhập hộ gia đình hàng tháng sau khi đã trừ thuế (từ tất cả các
nguồn thu nhập như lương, phụ cấp, trợ cấp, thu nhập khác) của gia đình anh/chị là bao
nhiêu?
Anh/chị không cần phải đưa ra số chính xác, anh/chị chỉ cần đưa ra khoản tiền xấp xỉ dựa
vào bảng sau. Câu hỏi một câu trả lời.

Q4d CHI PHÍ HỘ GIA ĐÌNH HÀNG THÁNG

Anh/chị vui lòng cho biết chi phí hộ gia đình hàng tháng (không bao gồm việc mua sắm
những vật dụng đắt tiền) của gia đình anh/chị là bao nhiêu?
Anh/chị không cần phải đưa ra số chính xác, anh/chị chỉ cần đưa ra khoản tiền xấp xỉ dựa
vào bảng sau. Câu hỏi một câu trả lời.

Q6c Q6d Q6a Q6b

(H1) (H1) (H1) (H1)
Thu nhập Chi phí cá Thu nhập Chi phí
cá nhân nhân hộ gia hộ gia
đình đình
(132-133) (134-135) (136-137) (138-139)
(R1) 0 - 1,499,999 01 01 01 01

(R2) 1,500,000 - 2,999,999 02 02 02 02

(R3) 3,000,000 - 4,499,999 03 03 03 03

(R4) 4,500,000 - 7,499,999 04 04 04 04

(R5) 7,500,000 - 14,999,999 05 05 05 05

(R6) 15,000,000 - 22,499,999 06 06 06 06

(R7) 22,500,000 - 29,999,999 07 07 07 07

(R8) 30,000,000 - 37, 499,999 08 08 08 08

(R9) 37,500,000 - 49,999,999 09 09 09 09

76
 (R10) 45,000,000 - 74,999,999 10 10 10 10

(R11) 75,000,000 - 149,999,999 11 11 11 11

(R12) 150,000,000VND + 12 12 12 12

(R13) Không có thu nhập 13 13 13 13

(R14) Không biết/không nhớ 14 14 14 14

Q5 HIBs Code Đường

KHÔNG HỎI (Mã số) dẫn
PVV: Ghi nhận tầng lớp kinh tế - HIB tương ứng.Câu hỏi một câu trả (140)
lời.

Class A5 (150,000,000VND +) 01
Class A4 (75,000,000 - 149,999,999VND) 02
Class A3 (45,000,000 - 74,999,999VND) 03
Class A2 (30,000,000 - 44,999,999VND) 04
Class A1 (15,000,000 - 29,999,999VND) 05
Class B (7,500,000 - 14,999,999 VND) 06
Class C (4,500,000 - 7,499,999 VND) 07
Class D (3,000,000 - 4,499,999 VND) 08 ĐÓNG
Class E (1,500,000 - 2,999,999 VND) 09 ĐÓNG
Class F (0 - 1,499,999 VND) 10 ĐÓNG

PHẦN SÀNG LỌC

Q6 NGƯỜI QUYẾT ĐỊNH CHÍNH CÁC VẤN ĐỀ TÀI CHÍNH Code Đường
Anh/chị có phải là người quyết định chính các vấn đề liên quan đến sản (Mã số) dẫn
phẩm tài chính và ngân hàng cho bản thân không? (Bao gồm những (141)
quyết định có liên quan đến việc chọn ngân hàng cho từng dịch vụ tài
chính).Câu hỏi một câu trả lời.

Có 1
Không 2 ĐÓNG

PHẤN 2: NHẬN BIẾT VỀ NGÂN HÀNG

Q7a NGÂN HÀNG - TOM

Anh/chị vui lòng cho biết khi nói về ngân hàng, anh/chị nghĩ đến ngân hàng nào đầu tiên?
Câu hỏi một câu trả lời.

Q7b NGÂN HÀNG - NHẬN BIẾT KHÔNG TRỢ GIÚP KHÁC

77
 Ngoài ra, anh/chị còn nghĩ đến ngân hàng nào khác nữa? Câu hỏi nhiều câu trả lời

Q7c QUẢNG CÁO - TOM

Bây giờ, chỉ nghĩ về quảng cáo, anh/chị có thể cho biết thương hiệu ngân hàng nào anh/chị
đã từng nghe/ nhìn/ xem quảng cáo trong vòng 3 tháng qua?Câu hỏi một câu trả lời.

Q7d QUẢNG CÁO - NHẬN BIẾT KHÔNG TRỢ GIÚP KHÁC

Còn quảng cáo của thương hiệu ngân hàng nào khác nữa không?Câu hỏi nhiều câu trả lời

Q7e QUẢNG CÁO - NHẬN BIẾT CÓ TRỢ GIÚP

Dựa vào bảng này, anh/chị vui lòng cho biết anh/chị đã từng nghe/nhìn/xem qua quảng cáo
của ngân hàng nào trong vòng 3 tháng qua? Câu hỏi nhiều câu trả lời

Q10a Q10b Q10c Q10d Q10e

(H1) (H1) (H1) (H1) (H1)
Ngân Ngân Quảng Quảng Quảng
hàng -hàng - cáo - cáo - cáo -
TOM Nhận biết TOM Nhận biết Nhận
không trợ không trợ biết có
giúp giúp trợ giúp
(351-365) (366-380) (415-429) (430-444) (445-
459)
Ngân hàng TMCP An Bình (AB 001 001 001 001 001
(R1) Bank)
(R2) Ngân hàng TMCP Á Châu (ACB) 002 002 002 002 002
Ngân hàng Nông Nghiệp và Phát 003 003 003 003 003
(R3) Triển Nông Thôn (Agribank)
(R4) Ngân hàng ANZ (ANZ) 004 004 004 004 004
Ngân hàng TMCP Đầu tư và Phát 006 006 006 006 006
(R6) triển Việt Nam (BIDV)
(R7) Citibank 007 007 007 007 007
Ngân hàng TMCP Đông Á (Dong A 008 008 008 008 008
(R8) Bank)
Ngân hàng Xuất Nhập Khẩu Việt 009 009 009 009 009
(R9) Nam (EximBank)
Ngân hàng TMCP Phát Triển Nhà 010 010 010 010 010
(R10) (HD Bank)
Ngân hàng Hồng Kông Thượng Hải 011 011 011 011 011
(R11) (HSBC)
Ngân hàng TMCP Hàng Hải 012 012 012 012 012
(R12) (Maritime Bank)
Ngân hàng TMCP Phát triển nhà 014 014 014 014 014
(R14) Đồng bằng sông Cửu Long (MHB)
(R15) Ngân hàng Quân Đội (MB) 015 015 015 015 015

78
 Ngân hàng TMCP Phương Đông 016 016 016 016 016
(R16) (OCB)
(R17) Ngân hàng Đại Dương (Ocean Bank) 017 017 017 017 017
Ngân hàng TMCP Sài Gòn Thương 018 018 018 018 018
(R18) Tín (Sacombank)
Ngân hàng TMCP Sài Gòn - Hà Nội 020 020 020 020 020
(R20) (SHB)
(R21) Ngân hàng Standard Chartered Bank 021 021 021 021 021
Ngân hàng TMCP Đông Nam Á (SeA 022 022 022 022 022
(R22) Bank)
Ngân hàng TMCP Phương Nam 023 023 023 023 023
(R23) (Southern Bank)
Ngânhàng TMCP Kỹ Thương Việt 024 024 024 024 024
(R24) Nam (Techcombank)
Ngân hàng TMCP Quốc Tế (VIB 025 025 025 025 025
(R25) Bank)
Ngân hàng TMCP Ban Việt 026 026 026 026 026
(R26) (VietCaptial Bank)
Ngân hàng TMCP Ngoại thương Việt 027 027 027 027 027
(R27) Nam (Vietcombank)
Ngân hàng TMCP Công Thương Việt 028 028 028 028 028
(R28) Nam (Vietinbank)
Ngân hàng Việt Nam ThịnhVượng 029 029 029 029 029
(R29) (VP Bank)
Ngân hàng TMCP Tiên Phong 041 041 041 041 041
(R41) (TPBank)
Ngân hàng TMCP Đại Chúng Việt 055 055 055 055 055
(R55) Nam (PVCombank)
Ngân hàng TMCP Quốc Dân NCB 056 056 056 056 056
(R56) (NCB)
(R98) Khác (ghi rõ) 098 098 098 098 098
DK/NA ( Không biết/Không nhớ) 099 099 099 099 099
(KHÔNG ĐỌC/ KHÔNG
(R99) SHOWCARD)

Q8a NGÂN HÀNG - YÊU THÍCH

Vậy ngân hàng nào anh/chị yêu thích nhất?
Và ngân hàng nào anh/chị yêu thích nhì?Câu hỏi một câu trả lời.

Q8b NGÂN HÀNG - NHẬN BIẾT CÓ TRỢ GIÚP

Xin vui lòng nhìn vào bảng này và cho biết anh/chị nhận biết được những ngân hàng
nào?Câu hỏi nhiều câu trả lời

Q8c NGÂN HÀNG - GIỚI THIỆU

Nếu phải giới thiệu với người khác một ngân hàng, anh/chị sẽ giới thiệu ngan hàng
nào?Câu hỏi một câu trả lời.

79
Q8d NGÂN HÀNG - ĐANG SỬ DỤNG
Anh/chị vui lòng cho biết anh/chị đang sử dụng sản phẩm/dịch vụ ở những ngân hàng
nào?Câu hỏi nhiều câu trả lời

Q8e NGÂN HÀNG CHÍNH

Vậy ngân hàng nào là ngân hàng chính mà anh/chị hiện đang sử dụng?
(Chỉ giải thích khi đáp viên không rõ về câu hỏi này:"Ngân hàng chính là ngân hàng mà
anh/chị có số tiền gửi nhiều nhất tại ngân hàng này hoặc số lượng giao dịch với ngân hàng
này nhiều nhất")Câu hỏi một câu trả lời.

Q11a Q11b Q11c Q11d Q11e

(H1) (H2) (H1) (H1) (H1) (H1)
Ngân Ngân Ngân Ngân Ngân Ngân
hàng - hàng - hàng - hàng - hàng - hàng
Yêu Yêu Nhận Giới Đang sử chính
thích thích nhì biết có thiệu dụng
nhất trợ giúp
(460- (475- (524- (539- (554- (569-
474) 523) 538) 553) 568) 617)
Ngân hàng TMCP An Bình 001 001 001 001 001 001
(R1) (AB Bank)
Ngân hàng TMCP Á Châu 002 002 002 002 002 002
(R2) (ACB)
Ngân hàng Nông Nghiệp và 003 003 003 003 003 003
Phát Triển Nông Thôn
(R3) (Agribank)
(R4) Ngân hàng ANZ (ANZ) 004 004 004 004 004 004
Ngân hàng TMCP Đầu tư và 006 006 006 006 006 006
(R6) Phát triển Việt Nam (BIDV)
(R7) Citibank 007 007 007 007 007 007
Ngân hàng TMCP Đông Á 008 008 008 008 008 008
(R8) (Dong A Bank)
Ngân hàng Xuất Nhập Khẩu 009 009 009 009 009 009
(R9) Việt Nam (EximBank)
Ngân hàng TMCP Phát Triển 010 010 010 010 010 010
(R10) Nhà (HD Bank)
Ngân hàng Hồng Kông Thượng 011 011 011 011 011 011
(R11) Hải (HSBC)
Ngân hàng TMCP Hàng Hải 012 012 012 012 012 012
(R12) (Maritime Bank)
Ngân hàng TMCP Phát triển 014 014 014 014 014 014
nhà Đồng bằng sông Cửu Long
(R14) (MHB)
(R15) Ngân hàng Quân Đội (MB) 015 015 015 015 015 015

(R16) Ngân hàng TMCP Phương 016 016 016 016 016 016

80
 Đông (OCB)
Ngan hàng Đại Dương (Ocean 017 017 017 017 017 017
(R17) Bank)
Ngân hàng TMCP Sài Gòn 018 018 018 018 018 018
(R18) Thương Tín (Sacombank)
Ngân hàng TMCP Sài Gòn - Hà 020 020 020 020 020 020
(R20) Nội (SHB)
Ngân hàng Standard Chartered 021 021 021 021 021 021
(R21) Bank
Ngân hàng TMCP Đông Nam 022 022 022 022 022 022
(R22) Á (SeA Bank)
Ngân hàng TMCP Phương 023 023 023 023 023 023
(R23) Nam (Southern Bank)
Ngânhàng TMCP Kỹ Thương 024 024 024 024 024 024
(R24) Việt Nam (Techcombank)
Ngân hàng TMCP Quốc Tế 025 025 025 025 025 025
(R25) (VIB Bank)
Ngân hàng TMCP Bản Việt 026 026 026 026 026 026
(R26) (VietCaptial Bank)
Ngân hàng TMCP Ngoại 027 027 027 027 027 027
thương Việt Nam
(R27) (Vietcombank)
Ngân hàng TMCP Công 028 028 028 028 028 028
Thương Việt Nam
(R28) (Vietinbank)
Ngân hàng Việt Nam 029 029 029 029 029 029
(R29) ThịnhVượng (VP Bank)
Ngân hàng TMCP Tiên Phong 041 041 041 041 041 041
(R41) (TPBank)
Ngân hàng TMCP Đại Chúng 055 055 055 055 055 055
(R55) Việt Nam (PVCombank)
Ngân hàng TMCP Quốc Dân 056 056 056 056 056 056
(R56) NCB (NCB)
(R98) Khác (ghi rõ) 098 098 098 098 098 098
DK/NA ( Không biết/Không 099 099 099 099 099 099
nhớ) (KHÔNG ĐỌC/ KHÔNG
(R99) SHOWCARD)

PHẤN 3: TÌNH TRẠNG SỬ DỤNG NGÂN HÀNG

Q9 TÌNH TRẠNG SỬ DỤNG

NGÂN HÀNG - Ý ĐỊNH SỬ DỤNG
Bây giờ hãy nghĩ về tất cả những ngân hàng mà anh/ chị có nhận biết. Đối với những nhận
định mà tôi sắp đọc ra sau đây, anh/ chị vui lòng cho biết nhận định nào miêu tả chính xác
nhất ý định sử dụng của anh/ chị đối với từng ngân hàng.
- Tôi dự định sẽ sử dụng ngân hàng này.
- Tôi không dự định sử dụng ngân hàng này.

81
 Câu hỏi một câu trả lời.

Q11
Ngân Ngân Ngân Không biết
hàng hàng - hàng - (KHÔNG
đang sử Dự định Không ĐỌC/KHÔNG
dụng sử dụng dự định SHOWCARD)
(PVV tự sử dụng
sang code
từ Q11D)
(2180)
(R1) Ngân hàng TMCP An Bình (AB Bank) 1 2 3 4
(2215)
(R2) Ngân hàng TMCP Á Châu (ACB) 1 2 3 4
(2216)
Ngân hàng Nông Nghiệp và Phát Triển 1 2 3 4
(R3) Nông Thôn (Agribank)
(2217)
(R4) Ngân hàng ANZ (ANZ) 1 2 3 4
(2219)
Ngân hàng TMCP Đầu tư và Phát triển Việt 1 2 3 4
(R6) Nam (BIDV)
(2220)
(R7) Citibank 1 2 3 4
(2221)
(R8) Ngân hàng TMCP Đông Á (Dong A Bank) 1 2 3 4
(2222)
Ngân hàng Xuất Nhập Khẩu Việt Nam 1 2 3 4
(R9) (EximBank)
(2223)
Ngân hàng TMCP Phát Triển Nhà (HD 1 2 3 4
(R10) Bank)
(2224)
Ngân hàng Hồng Kông Thượng Hải 1 2 3 4
(R11) (HSBC)
(2225)
Ngân hàng TMCP Hàng Hải (Maritime 1 2 3 4
(R12) Bank)
(2227)
Ngân hàng TMCP Phát triển nhà Đồng bằng 1 2 3 4
(R14) sông Cửu Long (MHB)

82
 (2228)
(R15) Ngân hàng Quân Đội (MB) 1 2 3 4
(2229)
(R16) Ngân hàng TMCP Phương Đông (OCB) 1 2 3 4
(2230)
(R17) Ngân hàng Đại Dương (Ocean Bank) 1 2 3 4
(2231)
Ngân hàng TMCP Sài Gòn Thương Tín 1 2 3 4
(R18) (Sacombank)
(2233)
(R20) Ngân hàng TMCP Sài Gòn - Hà Nội (SHB) 1 2 3 4
(2234)
(R21) Ngân hàng Standard Chartered Bank 1 2 3 4
(2235)
Ngân hàng TMCP Đông Nam Á (SeA 1 2 3 4
(R22) Bank)
(2236)
Ngân hàng TMCP Phương Nam (Southern 1 2 3 4
(R23) Bank)
(2237)
Ngânhàng TMCP Kỹ Thương Việt Nam 1 2 3 4
(R24) (Techcombank)
(2238)
(R25) Ngân hàng TMCP Quốc Tế (VIB Bank) 1 2 3 4
(2239)
Ngân hàng TMCP Bản Việt (VietCaptial 1 2 3 4
(R26) Bank)
(2240)
Ngân hàng TMCP Ngoại thương Việt Nam 1 2 3 4
(R27) (Vietcombank)
(2241)
Ngân hàng TMCP Công Thương Việt Nam 1 2 3 4
(R28) (Vietinbank)
(2242)
Ngân hàng Việt Nam ThịnhVượng (VP 1 2 3 4
(R29) Bank)
(2254)
(R41) Ngân hàng TMCP Tiên Phong (TPBank) 1 2 3 4
(2268)
Ngân hàng TMCP Đại Chúng Việt Nam 1 2 3 4
(R55) (PVCombank)

83
 (2269)
(R56) Ngân hàng TMCP Quốc Dân NCB (NCB) 1 2 3 4
(2345)
(R98) Khác (ghi rõ) 1 2 3 4

Q10 SẴN SÀNG TRẢ GIÁ CAO

Bây giờ anh/chị vui lòng nghĩ đến bất kỳ chi phí nào liên quan đến việc sử dụng các dịch vụ
tài chính của các ngân hang sau. Anh/chị hãy cho biết câu nào trong các câu dưới đây diễn tả
đúng nhất ý định của anh/chị về việc đăng ký sử dụng dịch vụ ở ngân hàng (đọc code 1/2 ở
Q15). Câu hỏi một câu trả lời.

Sử Tôi vẫn Tôi vẫn Tôi vẫn Chỉ khi Tôi sẽ Không
dụng sử sử sử mức không biết/không xác
với bất dụng dụng dụng phí sử định (không
cứ mức cho dù cho dù cho dù bằng dụng SHOWCARD)
phí nào mức mức mức với với bất
phí cao phí cao phí cao ngân kỳ giá
hơn tất hơn rất hơn hàng nào
cả các nhiều một có mức
ngân so với chút so phí rẻ
hàng ngân với nhất
khác hàng ngân
có mức hàng có
phí rẻ mức
nhất phí rẻ
nhất
(2432)
Ngân hàng TMCP An 1 2 3 4 5 6 7
(R1) Bình (AB Bank)
(2433)
Ngân hàng TMCP Á 1 2 3 4 5 6 7
(R2) Châu (ACB)
(2434)
Ngân hàng Nông Nghiệp 1 2 3 4 5 6 7
và Phát Triển Nông Thôn
(R3) (Agribank)
(2435)
(R4) Ngân hàng ANZ (ANZ) 1 2 3 4 5 6 7
(2437)
Ngân hàng TMCP Đầu tư 1 2 3 4 5 6 7
và Phát triển Việt Nam
(R6) (BIDV)
(2438)
(R7) Citibank 1 2 3 4 5 6 7
(2439)

84
 Ngân hàng TMCP Đông 1 2 3 4 5 6 7
(R8) Á (Dong A Bank)
(2440)
Ngân hàng Xuất Nhập 1 2 3 4 5 6 7
Khẩu Việt Nam
(R9) (EximBank)
(2441)
Ngân hàng TMCP Phát 1 2 3 4 5 6 7
(R10) Triển Nhà (HD Bank)
(2442)
Ngân hàng Hồng Kông 1 2 3 4 5 6 7
(R11) Thượng Hải (HSBC)
(2443)
Ngân hàng TMCP Hàng 1 2 3 4 5 6 7
(R12) Hải (Maritime Bank)
(2445)
Ngân hàng TMCP Phát 1 2 3 4 5 6 7
triển nhà Đồng bằng sông
(R14) Cửu Long (MHB)
(2446)
Ngân hàng Quân Đội 1 2 3 4 5 6 7
(R15) (MB)
(2447)
Ngân hàng TMCP 1 2 3 4 5 6 7
(R16) Phương Đông (OCB)
(2448)
Ngân hàng Đại Dương 1 2 3 4 5 6 7
(R17) (Ocean Bank)
(2449)
Ngân hàng TMCP Sài 1 2 3 4 5 6 7
Gòn Thương Tín
(R18) (Sacombank)
(2451)
Ngân hàng TMCP Sài 1 2 3 4 5 6 7
(R20) Gòn - Hà Nội (SHB)
(2452)
Ngân hàng Standard 1 2 3 4 5 6 7
(R21) Chartered Bank
(2453)
Ngân hàng TMCP Đông 1 2 3 4 5 6 7
(R22) Nam Á (SeA Bank)
(2454)
Ngân hàng TMCP 1 2 3 4 5 6 7
Phương Nam (Southern
(R23) Bank)

85
 (2455)
Ngânhàng TMCP Kỹ 1 2 3 4 5 6 7
Thương Việt Nam
(R24) (Techcombank)
(2456)
Ngân hàng TMCP Quốc 1 2 3 4 5 6 7
(R25) Tế (VIB Bank)
(2457)
Ngân hàng TMCP Bản 1 2 3 4 5 6 7
(R26) Việt (VietCaptial Bank)
(2458)
Ngân hàng TMCP Ngoại 1 2 3 4 5 6 7
thương Việt Nam
(R27) (Vietcombank)
(2459)
Ngân hàng TMCP Công 1 2 3 4 5 6 7
Thương Việt Nam
(R28) (Vietinbank)
(2460)
Ngân hàng Việt Nam 1 2 3 4 5 6 7
(R29) ThịnhVượng (VP Bank)
(2472)
Ngân hàng TMCP Tiên 1 2 3 4 5 6 7
(R41) Phong (TPBank)
(2520)
Ngân hàng TMCP Đại 1 2 3 4 5 6 7
Chúng Việt Nam
(R55) (PVCombank)
(2521)
Ngân hàng TMCP Quốc 1 2 3 4 5 6 7
(R56) Dân NCB (NCB)
(2563)
(R98) Khác (ghi rõ) 1 2 3 4 5 6 7

Q11 SẴN SÀNG ĐÁNH ĐỔI SỰ THUẬN TIỆN

Bây giờ vui lòng nghĩ đến sự tiện lợi của anh/chị khi thực hiện giao dịch tại ngân hàng ở
khía cạnh vị trí ngân hàng, số lượng chi nhánh hoặc dịch vụ ngân hàng trực tuyến/ngân
hàng qua điện thoại. Câu nhận định nào dưới đây diễn tả đúng nhất mức độ anh/chị sẵn
sàng sử dụng từng ngan hàng? (đọc tên từng ngân hàng). Câu hỏi một câu trả lời.

Q17a
Sử Sử Sử Sử Chỉ sử Tôi sẽ Không biết
dụng dụng dụng dụng dụng không (NO
ngân ngay ngay nếu khi sử SHOWCARD)

86
 hàng cả khi cả khi ngân mức độ dụng
với bất ngân ngân hàng tiện lợi ngân
kì mức hàng hàng này chỉ bằng hàng
độ tiện này ít này ít tiện với các này với
lợi nào tiện lợi không lợi một ngân bất kì
so với tiện lợi chút so hàng mức độ
hầu hết nhiều với các có mức tiện lợi
các so với ngân độ tiện nào
ngân các hàng lợi
hàng ngân có mức trung
khác hàng độ tiện bình
có mức lợi
độ tiện trung
lợi bình
trung
bình
(2650)
Ngân hàng TMCP An 1 2 3 4 5 6 7
(R1) Bình (AB Bank)
(2651)
Ngân hàng TMCP Á 1 2 3 4 5 6 7
(R2) Châu (ACB)
(2652)
Ngân hàng Nông Nghiệp 1 2 3 4 5 6 7
và Phát Triển Nông Thôn
(R3) (Agribank)
(2653)
(R4) Ngân hàng ANZ (ANZ) 1 2 3 4 5 6 7
(2655)
Ngân hàng TMCP Đầu tư 1 2 3 4 5 6 7
và Phát triển Việt Nam
(R6) (BIDV)
(2656)
(R7) Citibank 1 2 3 4 5 6 7
(2657)
Ngân hàng TMCP Đông 1 2 3 4 5 6 7
(R8) Á (Dong A Bank)
(2658)
Ngân hàng Xuất Nhập 1 2 3 4 5 6 7
Khẩu Việt Nam
(R9) (EximBank)
(2659)
Ngân hàng TMCP Phát 1 2 3 4 5 6 7
(R10) Triển Nhà (HD Bank)
(2660)

87
 Ngân hàng Hồng Kông 1 2 3 4 5 6 7
(R11) Thượng Hải (HSBC)
(2661)
Ngân hàng TMCP Hàng 1 2 3 4 5 6 7
(R12) Hải (Maritime Bank)
(2663)
Ngân hàng TMCP Phát 1 2 3 4 5 6 7
triển nhà Đồng bằng sông
(R14) Cửu Long (MHB)
(2664)
Ngân hàng Quân Đội 1 2 3 4 5 6 7
(R15) (MB)
(2665)
Ngân hàng TMCP 1 2 3 4 5 6 7
(R16) Phương Đông (OCB)
(2666)
Ngân hàng Đại Dương 1 2 3 4 5 6 7
(R17) (Ocean Bank)
(2667)
Ngân hàng TMCP Sài 1 2 3 4 5 6 7
Gòn Thương Tín
(R18) (Sacombank)
(2669)
Ngân hàng TMCP Sài 1 2 3 4 5 6 7
(R20) Gòn - Hà Nội (SHB)
(2670)
Ngân hàng Standard 1 2 3 4 5 6 7
(R21) Chartered Bank
(2671)
Ngân hàng TMCP Đông 1 2 3 4 5 6 7
(R22) Nam Á (SeA Bank)
(2672)
Ngân hàng TMCP 1 2 3 4 5 6 7
Phương Nam (Southern
(R23) Bank)
(2673)
Ngânhàng TMCP Kỹ 1 2 3 4 5 6 7
Thương Việt Nam
(R24) (Techcombank)
(2674)
Ngân hàng TMCP Quốc 1 2 3 4 5 6 7
(R25) Tế (VIB Bank)
(2675)
Ngân hàng TMCP Bản 1 2 3 4 5 6 7
(R26) Việt (VietCaptial Bank)

88
 (2676)
Ngân hàng TMCP Ngoại 1 2 3 4 5 6 7
thương Việt Nam
(R27) (Vietcombank)
(2677)
Ngân hàng TMCP Công 1 2 3 4 5 6 7
Thương Việt Nam
(R28) (Vietinbank)
(2678)
Ngân hàng Việt Nam 1 2 3 4 5 6 7
(R29) ThịnhVượng (VP Bank)
(2724)
Ngân hàng TMCP Tiên 1 2 3 4 5 6 7
(R41) Phong (TPBank)
(2738)
Ngân hàng TMCP Đại 1 2 3 4 5 6 7
Chúng Việt Nam
(R55) (PVCombank)
(2739)
Ngân hàng TMCP Quốc 1 2 3 4 5 6 7
(R56) Dân NCB (NCB)
(2815)
(R98) Khác (ghi rõ) 1 2 3 4 5 6 7

Q12 LÝ DO THÚC ĐẨY TIÊU DÙNG ĐỐI VỚI DỊCH VỤ NGÂN Code Đường
HÀNG (Mã số) dẫn
Anh/ chị có nói ngân hàng (đọc ngân hàng được chọn ở Q11E) là ngân (2868)
hàng anh/ chị hiện đang có tài khoản chính. Vui lòng cho biết lý do gì
đã ảnh hưởng đến quyết định của anh/ chị khi bắt đầu sử dụng ngân
hàng đó? Câu hỏi nhiều câu trả lời

Mức phí sử dụng dịch vụ thấp 01

Lãi suất cạnh tranh 02
Công ty tôi đang làm việc có giao dịch với ngân hàng này 03
Thấy quảng cáo gần đây 04
Được gia đình giới thiệu 05
Được bạn bè giới thiệu 06
Ngân hàng đó có chi nhánh gần nhà/ công ty tôi 07
Ngân hàng đó là ngân hàng có nhiều người sử dụng 08
Ngân hàng đó có quảng cáo về dịch vụ mà tôi thích 09
Ngân hàng đó có nhiều chương trình khuyến mãi hấp dẫn 10

89
 Tôi có người quen đang làm tại ngân hàng đó 11
Được miễn phí dịch vụ khi làm thẻ 12
Ngân hàng có mối liên kết với nhà bán lẻ/ đại lí tôi dùng tiền vay để 13
thanh toán
Ngân hàng đó có thủ tục, giấy tờ dễ dàng 14
Ngân hàng có chất lượng dịch vụ khách hàng tốt 15
Ngân hàng có hệ thống máy ATM rộng khắp 16
Khác (ghi rõ) 98

PHẦN 4: HÌNH ẢNH THƯƠNG HIỆU

Q HÌNH ẢNH THƯƠNG HIỆU

13 Sau đây là một số câu nhận định của mọi người về các ngân hàng với nhiều khía cạnh khác
nhau. Vui lòng dùng thang điểm từ 1 đến 5 để đánh giá từng ngân hàng sau cho từng câu nhận
định.

1 - Hoàn toàn không đồng ý

2 - Hơi không đồng ý
3 - Bình thường/không đồng ý cũng không phản đối
4 - Hơi đồng ý
5 - Hoàn toàn đồng ý

Mariti BI VI Exim Ocea Vietco VP Techco Do AC Vieti Saco MB TPb HS

meban DV B bank nbank mbank Ba mbank ng B nbank mban Ban ank BC
k ban nk A k k
k
(2933) (29 (29 (293 (2937 (2938) (29 (2940) (29 (29 (2943 (2945 (294 (29 (29
34) 35) 6) ) 39) 41) 42) ) ) 6) 47) 48)
(R UY
1) TÍN
(2950) (29 (29 (295 (2954 (2955) (29 (2957) (29 (29 (2960 (2962 (296 (29 (29
51) 52) 3) ) 56) 58) 59) ) ) 3) 64) 65)
Là
ngân
hàng
phổ
biến,
được
nhiều
người
(R biết
2) đến
(2967) (29 (29 (297 (2971 (2972) (29 (2974) (29 (29 (2977 (2979 (298 (30 (30
68) 69) 0) ) 73) 75) 76) ) ) 0) 15) 16)
(R Là

90
3) ngân
hàng
được
mọi
người
giới
thiệu
(3018) (30 (30 (302 (3022 (3023) (30 (3025) (30 (30 (3028 (3030 (303 (30 (30
19) 20) 1) ) 24) 26) 27) ) ) 1) 32) 33)
Là
ngân
(R hàng
4) uy tín
(3035) (30 (30 (303 (3039 (3040) (30 (3042) (30 (30 (3045 (3047 (304 (30 (30
36) 37) 8) ) 41) 43) 44) ) ) 8) 49) 50)
Là
ngân
hàng
luôn
đảm
bảo
an
toàn
trong
(R giao
5) dịch
(3052) (30 (30 (305 (3056 (3057) (30 (3059) (30 (30 (3062 (3064 (306 (30 (30
53) 54) 5) ) 58) 60) 61) ) ) 5) 66) 67)
SẢN
PHẨ
M/
(R DỊC
6) H VỤ
(3069) (30 (30 (307 (3073 (3074) (30 (3076) (30 (30 (3079 (3115 (311 (31 (31
70) 71) 2) ) 75) 77) 78) ) ) 6) 17) 18)
Là
ngân
hàng
tiến
bộ,
luôn
đổi
mới
để
đáp
ứng
nhu
(R cầu
7) của

91
 khách
hàng
(3120) (31 (31 (312 (3124 (3125) (31 (3127) (31 (31 (3130 (3132 (313 (31 (31
21) 22) 3) ) 26) 28) 29) ) ) 3) 34) 35)
Là
ngân
hàng
có sản
phẩm/
dịch
(R vụ đa
8) dạng
(3137) (31 (31 (314 (3141 (3142) (31 (3144) (31 (31 (3147 (3149 (315 (31 (31
38) 39) 0) ) 43) 45) 46) ) ) 0) 51) 52)
Là
ngân
hàng
có qui
trình/
thủ
tục
nhanh
chóng
(R , hiệu
9) quả
(3154) (31 (31 (315 (3158 (3159) (31 (3161) (31 (31 (3164 (3166 (316 (31 (31
55) 56) 7) ) 60) 62) 63) ) ) 7) 68) 69)
CHI
PHÍ/
(R LÃI
10 SUẤ
) T
(3171) (31 (31 (317 (3175 (3176) (31 (3178) (31 (31 (3215 (3217 (321 (32 (32
72) 73) 4) ) 77) 79) 80) ) ) 8) 19) 20)
Là
ngân
hàng
có
mức
phí
(R giao
11 dịch
) hợp lí
(3222) (32 (32 (322 (3226 (3227) (32 (3229) (32 (32 (3232 (3234 (323 (32 (32
23) 24) 5) ) 28) 30) 31) ) ) 5) 36) 37)
Là
(R ngân
12 hàng
) có lãi

92
 suất
cạnh
tranh
(3239) (32 (32 (324 (3243 (3244) (32 (3246) (32 (32 (3249 (3251 (325 (32 (32
40) 41) 2) ) 45) 47) 48) ) ) 2) 53) 54)
MẠN
G
LƯỚ
I CHI
(R NHÁ
13 NH/
) ATM
(3256) (32 (32 (325 (3260 (3261) (32 (3263) (32 (32 (3266 (3268 (326 (32 (32
57) 58) 9) ) 62) 64) 65) ) ) 9) 70) 71)
Là
ngân
hàng
có
mạng
lưới
chi
nhánh
giao
(R dịch
14 rộng
) khắp
(3273) (32 (32 (327 (3277 (3278) (32 (3280) (33 (33 (3317 (3319 (332 (33 (33
74) 75) 6) ) 79) 15) 16) ) ) 0) 21) 22)
Là
ngân
hàng
có hệ
thống
(R ATM
15 rộng
) khắp
(3324) (33 (33 (332 (3328 (3329) (33 (3331) (33 (33 (3334 (3336 (333 (33 (33
25) 26) 7) ) 30) 32) 33) ) ) 7) 38) 39)
CHƯ
ƠNG
TRÌN
H
ƯU
ĐÃI/
CHĂ
(R M
16 SÓC
) KH
(3341) (33 (33 (334 (3345 (3346) (33 (3348) (33 (33 (3351 (3353 (335 (33 (33

93
 42) 43) 4) ) 47) 49) 50) ) ) 4) 55) 56)
Là
ngân
hàng
có
dịch
vụ
chăm
sóc
(R khách
17 hàng
) tốt
(3358) (33 (33 (336 (3362 (3363) (33 (3365) (33 (33 (3368 (3370 (337 (33 (33
59) 60) 1) ) 64) 66) 67) ) ) 1) 72) 73)
Là
ngân
hàng
có các
chươn
g
trình
khuyế
(R n mãi
18 hấp
) dẫn
(3375) (33 (33 (337 (3379 (3380) (34 (3416) (34 (34 (3419 (3421 (342 (34 (34
76) 77) 8) ) 15) 17) 18) ) ) 2) 23) 24)
Là
ngân
hàng
có
nhiều
ưu đãi
đặc
biệt
cho
khách
hàng
có số
(R dư tài
19 khoản
) lớn
(3426) (34 (34 (342 (3430 (3431) (34 (3433) (34 (34 (3436 (3438 (343 (34 (34
27) 28) 9) ) 32) 34) 35) ) ) 9) 40) 41)
(R PHẦ
20 N
) WB
(3443) (34 (34 (344 (3447 (3448) (34 (3450) (34 (34 (3453 (3455 (345 (34 (34
44) 45) 6) ) 49) 51) 52) ) ) 6) 57) 58)

94
 Thươ
ng
hiệu
ngân
hàng
này
có nét
đặc
(R trưng
21 riêng
) biệt
(3460) (34 (34 (346 (3464 (3465) (34 (3467) (34 (34 (3470 (3472 (347 (34 (34
61) 62) 3) ) 66) 68) 69) ) ) 3) 74) 75)
Ngân
hàng
này
thấu
hiểu
nhu
(R cầu
22 của
) tôi
(3477) (34 (34 (348 (3515 (3516) (35 (3518) (35 (35 (3521 (3523 (352 (35 (35
78) 79) 0) ) 17) 19) 20) ) ) 4) 25) 26)
Tôi
đánh
giá
cao
và rất
tin
tưởng
(R ngân
23 hàng
) này
(3528) (35 (35 (353 (3532 (3533) (35 (3535) (35 (35 (3538 (3540 (354 (35 (35
29) 30) 1) ) 34) 36) 37) ) ) 1) 42) 43)
Tôi
hầu
như
nắm
rất rõ
thông
tin về
(R ngân
24 hàng
) này
(3545) (35 (35 (354 (3549 (3550) (35 (3552) (35 (35 (3555 (3557 (355 (35 (35
46) 47) 8) ) 51) 53) 54) ) ) 8) 59) 60)

95
 Là
ngân
hàng
nhận
được
các
giải
thưởn
g uy
tín/da
nh giá
cho
chất
lượng
phục
(R vụ
25 của
) mình
(3562) (35 (35 (356 (3566 (3567) (35 (3569) (35 (35 (3572 (3574 (357 (35 (35
63) 64) 5) ) 68) 70) 71) ) ) 5) 76) 77)
Là
ngân
hàng
luôn
cập
nhật/c
ung
cấp
cho
tôi
đầy
đủ
thông
tin về
các
chươn
g
trình
sản
phẩm/
(R dịch
26 vụ đa
) dạng
(3579) (35 (36 (361 (3617 (3618) (36 (3620) (36 (36 (3623 (3625 (362 (36 (36
80) 15) 6) ) 19) 21) 22) ) ) 6) 27) 28)
Là
ngân
(R hàng
27 mang
) đến

96
 sự
tiện
lợi
cho
khách
hàng
(v.d.
mở
cửa
ngoài
giờ
làm
việc,
làm
việc
cuối
tuần,
cung
cấp
dịch
tại
nhà...)
(3630) (36 (36 (363 (3634 (3635) (36 (3637) (36 (36 (3640 (3642 (364 (36 (36
31) 32) 3) ) 36) 38) 39) ) ) 3) 44) 45)
Là
ngân
hàng
luôn
có
chươn
g
trình
chăm
sóc
khách
hàng
đặc
biệt
cho
nhữn
g
khách
hàng
trung
(R thành
28 với
) mình
(3647) (36 (36 (365 (3651 (3652) (36 (3654) (36 (36 (3657 (3659 (366 (36 (36
48) 49) 0) ) 53) 55) 56) ) ) 0) 61) 62)

97
 Là
ngân
hàng
luôn
nhớ
đến
khách
hàng
trong
các
dịp
đặc
biệt
(như
lễ,
Tết,
(R sinh
29 nhật...
) )
(3664) (36 (36 (366 (3668 (3669) (36 (3671) (36 (36 (3674 (3676 (367 (36 (36
65) 66) 7) ) 70) 72) 73) ) ) 7) 78) 79)
Là
ngân
hàng
luôn
làm
tất cả
để tôi
thấy
"Khác
h
hàng
(R là
30 trọng
) tâm"
(3715) (37 (37 (371 (3719 (3720) (37 (3722) (37 (37 (3725 (3727 (372 (37 (37
16) 17) 8) ) 21) 23) 24) ) ) 8) 29) 30)
Là
ngân
hàng
có
nhữn
g
chươn
g
trình
ưu đãi
(R việc
31 sử
) dụng

98
 thẻ tín
dụng/
thẻ
ghi
nợ
hấp
dẫn
và
phù
hợp
vơi
nhu
cầu
khách
hàng
(3732) (37 (37 (373 (3736 (3737) (37 (3739) (37 (37 (3742 (3744 (374 (37 (37
33) 34) 5) ) 38) 40) 41) ) ) 5) 46) 47)
Là
ngân
hàng
mà tôi
có thể
xem
như
người
bạn
đồng
hành
thân
(R thiết
32 của
) mình

Q14 TẦM QUAN TRỌNG CỦA HÌNH ẢNH THƯƠNG HIỆU

Hãy nghĩ về tầm quan trọng của những yếu tố sau đối với anh/chị khi anh/chị đánh giá về
hình ảnh ngân hàng. Từ đó, vui lòng chọn ra và xếp hạng 3 yếu tố trong danh sách này, với
1 là yếu tố quan trọng nhất và 3 là yếu tố ít quan trọng nhất.

Hạng
(R1) UY TÍN (3748)

(R2) Là ngân hàng phổ biến, được nhiều người biết đến (3749)

(R3) Là ngân hàng được mọi người giới thiệu (3750)

(R4) Là ngân hàng uy tín (3751)

(R5) Là ngân hàng luôn đảm bảo an toàn trong giao dịch (3752)

(R6) SẢN PHẨM/ DỊCH VỤ (3753)

99
 Là ngân hàng tiến bộ, luôn đổi mới để đáp ứng nhu cầu của khách (3754)
(R7) hàng
(R8) Là ngân hàng có sản phẩm/ dịch vụ đa dạng (3755)

(R9) Là ngân hàng có qui trình/ thủ tục nhanh chóng, hiệu quả (3756)

(R10) CHI PHÍ/ LÃI SUẤT (3757)

(R11) Là ngân hàng có mức phí giao dịch hợp lí (3758)

(R12) Là ngân hàng có lãi suất cạnh tranh (3759)

(R13) MẠNG LƯỚI CHI NHÁNH/ ATM (3760)

(R14) Là ngân hàng có mạng lưới chi nhánh giao dịch rộng khắp (3761)

(R15) Là ngân hàng có hệ thống ATM rộng khắp (3762)

(R16) CHƯƠNG TRÌNH ƯU ĐÃI/ CHĂM SÓC KH (3763)

(R17) Là ngân hàng có dịch vụ chăm sóc khách hàng tốt (3764)

(R18) Là ngân hàng có các chương trình khuyến mãi hấp dẫn (3765)
Là ngân hàng có nhiều ưu đãi đặc biệt cho khách hàng có số dư tài (3766)
(R19) khoản lớn
(R20) PHẦN WB (3767)

(R21) Thương hiệu ngân hàng này có nét đặc trưng riêng biệt (3768)

(R22) Ngân hàng này thấu hiểu nhu cầu của tôi (3769)

(R23) Tôi đánh giá cao và rất tin tưởng ngân hàng này (3770)

(R24) Tôi hầu như nắm rất rõ thông tin về ngân hàng nay (3771)
Là ngân hàng nhận được các giải thưởng uy tín/danh giá cho chất (3772)
(R25) lượng phục vụ của mình
Là ngân hàng luôn cập nhật/cung cấp cho tôi đầy đủ thông tin về các (3773)
(R26) chương trình sản phẩm/dịch vụ đa dạng
Là ngân hàng mang đến sự tiện lợi cho khách hàng (v.d. mở cửa ngoài (3774)
(R27) giờ làm việc, làm việc cuối tuần, cung cấp dịch tại nhà...)
Là ngân hàng luôn có chương trình chăm sóc khách hàng đặc biet cho (3775)
(R28) những khách hàng trung thành với mình
Là ngân hàng luôn nhớ đến khách hàng trong các dịp đặc biệt (như lễ, (3776)
(R29) Tết, sinh nhật...)
(R30) Là ngân hàng luôn làm tất cả để tôi thấy "Khách hàng là trong tâm" (3777)
Là ngân hàng có những chương trình ưu đãi việc sử dụng thẻ tín (3778)
(R31) dụng/thẻ ghi nợ hấp dẫn và phù hợp với nhu cầu khách hàng
Là ngân hàng mà tôi có thể xem như người bạn đồng hành thân thiết (3779)
(R32) của mình

PHẦN 5: TRUYỀN THÔNG THƯƠNG HIỆU (CÁC CÔNG CỤ TRUYỀN THÔNG)

100
Q15 BẠN BIẾT ĐẾN NGÂN HÀNG TỪ CÁC KÊNH TRUYỀN Code Đường
THÔNG NÀO? (Mã số) dẫn
Vui lòng cho biết anh/chị biết đến ngân hàng từ các kênh truyền thông
nào? Câu hỏi nhiều câu trả lời.

Website của ngân hàng 01

Cá c mạng xã hội 02
Thông tin trên các báo, tạp chí online 03
Forum 04
Các kênh online khác 05
Gia đình/ Người thân 06
Bạn bè 07
Nhân viên ngân hàng 08
Đồng nghiệp 09
Biển quảng cáo ngoài trời 10
Băng rôn, poster 11
Quảng cáo trên tivi 12
Quảng cáo trên các ấn phẩm in ấn của ngân hàng 13
Quảng cáo trên các phương tiện giao thông 14
Quảng cáo trên các trang web online 15
Email 16
Quảng cáo in ấn 17

Thank you!

101