1.

Executive summary
1.1 History of the company
With the economic market, Vietnam is increasingly expanding and developing with many
different types of competition models.

New Retail Technology Joint Stock Company was established in 2018, is an enterprise
operating in the field of utility applications for users, quick connection between
consumers and retailers in a fast - compact - safe way and nationwide customer care.

The New Retail Technology Joint Stock Company is an innovative new retail technology
startup that applies technology in the most practical ways to improve operational
efficiency and solve business problems by a strong team with expert experience in
Product Development, Retail, E-commerce and Finance.

The company operates in the following fields:

 Organization of trade introduction and promotion

 Refund electronic application on Mobicash portal
 Market research and opinion polls
 Mobicash is a cashback application for spending at dining, beauty, entertainment and
shopping locations in Vietnam.
1.2 Mission and Vision
1.2.1 Mission
The New Retail Technology Company with the desire to be a bridge between partners
with consumers, between consumers and a "land" of many gifts and benefits, multiple
brands, many utilities, and savings will suit users young.

1.2.2 Vision
The NRT Company will become a revenue-generating partner as well as a cost-effective
approach to consumers for businesses. Consumers at the same time can improve their
personalized consumer experience and expand the scale of broad access, leading in new
technology in the Vietnam market today.
2. Situation and Market Analysis
2.1 Macro environment:
Based on the statistics of business cooperation partners and the number of attracting
consumers to use the application, NRT Company is currently a partner of famous brands
such as Grab, CGV, BHD Star, Coffee House. , Lottteria, Gongha, 7-Eleven,
FamilyMart… and many other famous brands, used to redeem products / services / gifts /
gift codes / vouchers in KaiPass Rewards apps or to participate in mini programs -game;
Charity activities are linked.

2.1.1 Political
The political-legal factor of Vietnam today is stable and favorable for business and this
factor influences the viability and development of all types of business. In particular, the
NRT company to influence and grow the business needs to be transparent about the
origin of a clear partner brand, to ensure the satisfaction of consumers and ensure the
interests of consumers. In addition, NRT is also responsible for paying License Fee Tax
in the form of an online business in accordance with the laws and policies of the State.

2.1.2 Economics
Vietnam's economy is increasingly developing in parallel with technology 4.0 as a perfect
foundation, positively impacting the behavior and purchasing power of consumers with
technology 4.0, which has created opportunities for Strong development of technology
application of NRT company ... Besides, when Vietnam joined the WTO, it created
extremely competitive pressure among businesses in today's market.

2.1.3 Social-Cultural
Cultural values are the values that make up a society, which can be nurtured to exist and
develop. Therefore, these cultural elements are normally protected on a large scale and
closely, especially the spiritual culture. Even in Vietnam, the intersection of cultures can
be immediately recognized through the cultural trend with neighboring countries
spreading, which creates a modern lifestyle, the shopping market by technology. 4.0
increasingly expanding. The people's living standard is on the rise and the need to
improve health and beauty is increasing.

2.1.4 Technology
The whole world is still in a revolution of technology, especially in the fields of
information technology and modern communication technology. Helped to bridge
geographical distances and means of transmission.The global e-commerce market is
expected to grow at a compound annual growth rate of 17%, from $ 1.3 trillion to $ 2.5
trillion.

The NRT Company recognizes that today's consumer sentiment has created an online
shopping experience with technology that is easy to find, convenient and fast to pay with
the KaiPass name in the heart of the Covid19 epidemic happening around bridge. This
brand has created product diversification and linked brands online. Besides, creating
many incentives, attracting consumers by earning points for the next purchase and
especially for all brands in the Vietnamese market. It is the exclusive strategy of the
application from the NRT company that has created a wave of response from consumers
and business cooperation partners quite high on the market today.

2.2 Micro environment:

2.2.1 Company:

New Retail Technology Joint Stock Company is a company with a lot of experience in
retail and technology, the founding team understands the needs of businesses, especially
SMEs in the retail sector. Through the market research process, on 12/12 the application
named Kaipass was officially launched. Through applications from Big Data - AI
technology, Kaipass has the ability to personalize the user experience and understand
their purchase behavior. Kaipass application is developed on an advanced platform that
can easily be integrated with most other retail applications such as iPOS, Haravan,
KiotViet, KAS, LoopPOS...
Kaipass is an application that can scan the QR code of the invoices already when paying
at partner companies. After scanning the QR code of invoices, Kaipass will accumulate
points of each invoice into Kaicoin points, Kaicoin is a point unit used to redeem offers
and products at stores of nearly 200 partner brands.

The company has quite strong financial potential and is willing to invest in strategies to
advertise its products to users. The company also has a team of many experiences from
Marketing, Sales, Technology, Finance, ... Especially the company's outstanding ability is
Digital, because New Retail Technology is a company specializing in technology and
manufacturing. In the fields of technology application, employees here are recruited
based on their own capabilities and experience. The company uses most of the social
marketing methods: The company has its own website, has a Facebook channel called
Kaipass with quite a number of interactions, the company also has a Youtube channel
called Genz specializing in reviewing technology products with the view is quite high.
Most companies use owner media because they already have employees experienced in
producing high quality social media. In addition to corporate media methods, there are a
number of paid media fees that the company also applies. However, the other forms of
payment are direct communication.

2.2.2 Customer:

New Retail Technology is a company working on the application of voucher hunting. As

a result, the company has affiliated with nearly 500 retail outlets with more than 200
brands from partner companies. Kaipass's target customers are all customers of the
partner companies. The current partner companies are: The Coffee House, Seafood
Island, iBasic, Kingfood, King of Bread ... These partner companies cooperate and have
used Kaipass application when making payments to customers. That's how Kaipass is
communicating with their customers.

2.2.3: Competitor:
Currently on the market there are also many other companies doing the same fields as
New Retail Technology, but typically Utop, Got it, Savyu ... They are also mobile apps
for voucher hunting service, discount codes customer pricing and focus on the same
segment as Kaipass. In addition, the potential competitors are the partner companies
themselves, when they open their own websites or apps on their phones and create a lot
of incentives using the products of the companies they create.

2.3 SWOT analysis:

Strength

New Retail Technology is a company specializing in sale and voucher hunting; it will be
more advantageous than other competitors because it is simple and clear content so
customers can easily access it. Access to information of customers who have purchased,
use vouchers. Access reports, dashboards on customer profiles, transactions, customer
analysis ... Easily receive and respond to Feedback from customers.

Weakness

Kaipass is a relatively new platform compared to the competition, so it is quite difficult to

assert a brand in the market. In addition, Kaipass uses mobile applications, so it is
relatively difficult to reach elderly customers or do not like to use services on mobile
phones.

Opportunity

There are many famous brands that have linked and committed to recommend the
Kaipass app to customers. It will create an initial reputation for customers to feel secure
in the application experience. In addition, users are gradually adapting the form of using
vouchers to hunt for attractive offers on products.

Threat

The company's direct competitors such as Utop, Got it, Savyu ... They are applications
that also work on voucher hunting, discount codes when buying. In addition, many
companies have become competitors when they step into mobile app creation and offer
multiple vouchers when using their products.
3. Marketing Strategy and Action Plan

3.1 Marketing Goal and Objective

New Retail Technology Company is an expert company in the retail market in the
market. Therefore, the company has cooperated with many famous retail brands in Ho
Chi Minh City area. This shows that the company's target customers are customers who
have a habit of using discount codes or often use smartphones of the brands partner with
Kaipass.

3.2 Target Customer

New Retail Technology Company is an expert company in the retail market in the
market. Therefore, the company has cooperated with many famous retail brands in Ho
Chi Minh City area. This shows that the company's target customers are customers who
have a habit of using discount codes or often use smartphones of the brands partner with
Kaipass.

3.3 Message development and creative idea

Although 12/12/2020 is the day when most brands are discounted with extremely
attractive promotions. However, with the name "Using Kaipass - Get IPhone", the
strategy has also created a special highlight when using extremely valuable gifts such as
vouchers from 3,000,000 VND to 15,000,000 VND or the newly launched IPhone 12 on
the market and many other attractive gifts. The message the company wants everyone to
aim for is to help people get in the habit of using discount codes through the Kaipass app.

The company's innovative idea is to give incentives to the KaiPass member community,
distribute Cash vouchers through the KaiRewards gift shop, and increase sales with
special promotions. In addition, the company also created a new sales channel via
KaiPass mobile app with the media sponsorship cooperation with KaiPass of popular
media channels.

3.4 Action Plan

New Retail Technology Company used 4 tools in this campaign: Kaipass Facebook,
Press release, Youtube.

Kaipass Facebook is the main tool that NRT Company used. It has run from 12/12/2020
to 1/1/2021.

Date 12/12 12/12 21/12 22/12 22/12 24/12

Name KUDOVA KAIPAS SỰ KIỆN KAIPASS GIÁNG “MEO”RY
NAY LÀ S - ĐẶC OFFLINE ĐỒNG SINH CHRISTM
KAIPASS QUYỀN GIỚI HÀNH NÀY HÃY AS AND
ƯU ĐÃI THIỆU CÙNG ĐÓN CHỜ HAPPY
ỨNG DOANH BẤT NGỜ NEW
DỤNG NGHIỆP LỚN TỪ YEAR
KAIPASS TRONG KAIPASS
KỶ
NGUYÊN
CHUYỂN
ĐỔI SỐ
Reaction 34 28 28 17 17 13
Commen 8 0 1 0 4 0
t
Share 3 0 4 0 1 0
Hashtag #KaiPass #KaiPass #KaiPass #KaiPass #KaiPass #KaiPass
#Dacquyen #KaiKat #KaiKat #KaiKat #KaiKat #Dacquyen
uudai #Dacquy #Dacquyen #Dacquyen #Dacquyen uudai
enuudai uudai uudai uudai

Date 25/12 28/12 29/12 29/12 30/12 1/1/2021

Name ĐẶC 4 BÍ KÍP Update 3 CÁCH VÒNG HAPPY
QUYỀN GIÚP BẠN Avatar TÍCH QUAY NEW
CỦA RINH ĐIỂM MAY YEAR –
KAIPAS QUÀ MỎI KAI, MẮN THAY
S CÓ GÌ TAY NHẬN KAIK AVATAR
HẤP QUÀ AT CÓ MỪNG
DẪN HOÀI GÌ NĂM
HOÀI HOT? MỚI
LUÔN CÙNG
KAIPASS
Reaction 13 12 29 8 26 4
Comment 0 3 0 0 0 0
Share 0 0 0 0 1 1
Hashtag #KaiPass #KaiPass #KaiPass #KaiPa #KaiPass
#Dacquye #KaiKat #Dacquye ss #Dacquye
nuudai #Dacquyen nuudai #KaiKa nuudai
uudai t #kaipass4
#Dacqu wish
yenuud
 ai

Press Release is the parallel tool with Facebook. NRT Company holds a press in
12/12/2020 to introduce Kaipass to NRT’s partners and communication units.

Newspaper Content Date release

Thanhnien Trình làng ứng dụng tích 13/12/2020
điểm đổi quà KaiPass

Congngheviet New Retail Technology ra

mắt ứng dụng KaiPass, ứng
dụng tích điểm đa thương
hiệu, tiện ích và tiết kiệm
dành cho người tiêu dùng
trẻ
Genz NEW RETAIL 12/12/2020
TECHNOLOGY GIỚI
THIỆU ỨNG DỤNG
KAIPASS, “CÁ NHÂN
HÓA” TRẢI NGHIỆM
TIÊU DÙNG
Mediaonline Ứng dụng KaiPass tích 12/12/2020
điểm đổi quà một cho tất cả

Nhanhmua KaiPass là gì?

Techmag Ra mắt ứng dụng KaiPass: 12/12/2020

Tích điểm đổi quà thú vị
cho các thương hiệu
Trainghiemso KaiPass: ứng dụng tích 12/12/2020
 điểm đa thương hiệu thú vị

Techtimes KaiPass: Ứng dụng tích 13/12/2020

điểm kiểu mới của New
Retail Technology được ra
mắt
Vietbao KaiPass: Ứng dụng tích 12/12/2020
điểm đổi quà mới ra mắt
dành cho người Viê ̣t
Tgs Ra mắt KaiPass: ứng dụng 12/12/2020
tích điểm, đổi ưu đãi khi
mua bất kỳ sản phẩm nào
Echip KaiPass: Ứng dụng tích 12/12/2020
điểm đổi quà mới ra mắt
dành cho người Viê ̣t
Laptrinhx New Retail Technology ra 12/12/2020
mắt ứng dụng KaiPass, ứng
dụng tích điểm đa thương
hiệu, tiện ích và tiết kiệm
dành cho người tiêu dùng
trẻ
Techrum Ứng dụng KaiPass được ra 14/12/2020
mắt giúp kết nối người
dùng và người bán hàng
trên nền tảng số
Vnreview RA MẮT KAIPASS: TÂN 12/12/2020
BINH ỨNG DỤNG TÍCH
ĐIỂM ĐỔI QUÀ TẠI
VIỆT NAM
Doanhnhanplus KaiPass: Ứng dụng tích 19/12/2020
điểm kiểu mới của New
Retail Technology được ra
mắt
Sporttimes Ứng dụng tích điểm của 13/12/2020
New Retail Technology
được ra mắt
Yeucongnghe247 Ứng Dụng KaiPass Được 14/12/2020
Ra Mắt Giúp Kết Nối
Người Dùng Và Người Bán
Hàng Trên Nền Tảng Số

Genz channel is the third part review Kaipass on Youtube.

Genz channel
Content KaiPass: ứng dụng săn voucher cho các
dân chơi hệ mua sắm #Shorts
Duration 49s
View 3839
Like/ Dislike 90/4
Comment 32

https://www.youtube.com/watch?v=HwmsKixTMto

The campaign "Using Kaipass - Get IPhone" is divided into 3 phases: Before the event,
during the event and after the event.

Before the event: The company mentioned about the Refferal program taking place in the
retail clusters on the online and In-App media channels. Then NRT Company develops
postings to prepare for the upcoming program.
In the program: The Company continuously updates information and images about the
program's activities. In addition, Kaipass urges users to gather at Hot & Cold (a partner
brand of Kaipass) during the program to focus on the special gift together. Posts referring
to merchants are also constantly updated. Importantly, the company will boost posts for
product descriptions on online media channels.

After the show: Kaipass will announce the winner and livestream to followers on
Facebook and YouTube channels.
4. Evaluation

Based on the above analysis, we can compare KPIs between internet marketing methods.

The KPI for this campaign is increased from 2000 users to 5000 users. It is specified
through the KPIs of each individual online marketing method. NRT Company calculates
KPI of Facebook posts of a minimum of 50 interactions, 10 comments and 5 shares, 5-6
posts per week. So the total number of similar interactions is 750 interactions, 150
comments and 75 shares. However, as we can see above, the number of interactions,
comments and questions answered is less than the target set. In conclusion, we can
conclude that New Retail Technology's Facebook communication strategy is not really
effective.

Moving forward to the second media channel, Press Release, we can see that this channel
looks more successful than Facebook. KPIs of this method, which the company set out,
are that the launch of the Kaipass application must appear on at least 6 famous electronic
newspapers in Vietnam. Unlike the interaction from Facebook channel, this way of
communication through the press will reach more potential users. Each newspaper can
have more than thousands of interactions, customers will follow these pages and know
about Kaipass. In fact, the company held a press conference on December 7, 2021; there
were many representatives of online newspapers and partners participating. As a result,
there are more than 17 news channels from the electronic newspaper reporting the launch
of the Kaipass app to readers. The obvious fact is that the success of this media channel
outweighs the Facebook channel.

Another form of paid communication the company uses to bring users closer to the
Kaipass app is through YouTube. A popular newspaper channel with more than
100,000,000 followers is Genz, which introduced the launch of a new technology
platform called Kaipass with nearly 4000 views. The company has set KPIs for this
channel to attract more than 2000 views. The results showed that they also successfully
met the set targets.