MoMo - Digital Marketing Proposal

MASTERY DIGITAL MARKETING PLAN
Marketing
PROPOSAL
BILL-PAYMENT SERVICES
NGUYEN VU CAT TUONG Tran nguyen tu linh THAI TU phuong

LE HOAI NAM Rizwanullah Bahrami nguyen ngoc hoang kiM
Group 04
bill-payment services
table of analysis & ISSUES
CONTENT
Explore what our team
objectives
covers today in our TARGET AUDIENCE

digital marketing proposal
DIGITAL CAMPAIGN
GROUP 04
Agenda
01.
Explore core values and unique selling point
of MoMo bill-payment services
bill-payment services
GROUP 04 MASTERY DIGITAL MARKETING

introduce
BILL-PAYMENT
SERVICES group
To pay all bills
04
Paying monthly living bills: Electricity, Water,
Television, Internet, Apartment, Postpaid Mobile,
Tuition, Environment quickly and conveniently via
MoMo Wallet with many outstanding benefits
Electricity Water Internet Apartment Television

Core Value Unique Selling Point
introduce
Diversity of services Don't worry about being late
MoMo supports payment of all MoMo reminds you to make an
bills: Electricity, Water, Television. appointment monthly when the billing
Internet, Tuition, Hospital, period arrives, to avoid lateness.
Apartment, ... nationwide.
SIMPLE & FAST BETTER FINANCIAL CONTROL

Just enter the Customer Code to
Save monthly payment history
pay, the system will save and
for your statistics and financial
update as soon as there is a
balance.
successful transaction.
01.
Unique Selling Point
MOMO HOUSEKEEPER
An extended product embedded into MoMo
ecosystem to manage monthly budget and
expenses. This add-on feature also reminds users on
bill-payment due date and sends alerts when
spending goes beyond allocated budget.
02.
BILL/CUSTOMER CODE SCAN
The only E-wallet on the market allows bill/customer
code scan and auto-detect bill for
easy & fast billpayment
03.
THE MOST
18+ bill-payment services available
highest number of services of bill-payment provided
by E-wallet on the market
Agenda
02.
Explore the E-wallet market, MoMo's performance on the market &
marketing issues of the company
analysis & ISSUES

1. E-wallet has grown popularly and still sees many potentials to be unlocked
However, the total spending of Vietnamese E-wallet users are

Vietnamese users are getting familiar with E-wallet and use this
significantly low, which opens up opportunities to nudging
payment method more frequently.
average transaction values & frequency of E-wallet payment.
51% of E-wallet users spend less than Major reason can be low willingness to
E-wallet penetration rate 1 million VND per month top-up high amount to E-wallet balance
77% in Vietnam
Source: Thao P, 2021
Less than 100K 4% Less than 100K 21%
70% users use mobile payment at least once a week

Between 100K & 500K 24% Between 100K & 500K 25%
Less often
Once/month 6%
Everyday Between 500K & 1M 23% Between 500K & 1M 15% 23%
5%
21%
Between 1M & 1.5M Between 1M & 1.5M
2-3 times/month
19%
Between 1.5M & 2M Between 1.5M & 2M
Between 2M & 3M Between 2M & 3M
Once/week More than 3M More than 3M

12% 2-3 times/week
0% 5% 10% 15% 20% 25% 0% 5% 10% 15% 20% 25%
37%
Source: Decision lab, 2021 Source: Decision lab, 2021
About Market About Company Issues Recap

2. With such opportunities, more and more players are entering the market WHILE CUSTOMERS ARE
INCREASINGLY AWARE OF E-WALLET SERVICES
Until August 2020, estimated 40+ E-wallet applications have

Fortunately, customers are well aware of key differentiator
entered onto Vietnam market. Other mixed models also
between those mixed business models & services.
emerges impressively.
2015
2017
76%
Understand that internet banking
2020
& E-wallets
are inherently different despite
their similar functions

Source: Decision lab, 2021
3. MOMO IS CURRENTLY LEADING E-WALLET MARKET WITH HIGHEST level of POPULARITY AND USES
Until 2021, MoMo has successfully acquired

53% total market share of Vietnamese MoMo is also the most popular & most used E-wallet
E-wallet market
Source:
E-wallet brand in use E-wallet brand used most often
MoMo 86% MoMo 56%
ZaloPay ZaloPay
ShopeePay ShopeePay
Viettel Pay Viettel Pay
GrabMoca GrabMoca
VNPT Pay VNPT Pay
0% 25% 50% 75% 100% 0% 20% 40% 60%
Source: Vir, 2021 Source: Decision lab, 2021

4. EXPLAIN WHY MOMO IS THE TOP-OF-MIND E-WALLET TO USERS...
MoMo ranks #1 in popularity among users, especially on digital platforms
Most popular E-wallet on social media Top #1 user's interest Highest rate of E-wallet brand awareness rate (73%)
MoMo
ViettelPay
Airpay
ZaloPay
0% 25% 50% 75%

Source: Reputa, 2021
This is also because during & after COVID-19, MoMo brand awareness is booming than ever
Campaign "Chuyển tiền MoMo liền" during Ví điện tử thanh toán Giải trí thả ga,
COVID-19 has left impactful impression on mọi lúc mọi nơi không lo về giá
users with easy-to-remember key
message, especially when compared to
Cho mọi người, Kiế n tạo
other competitors' brand statement vì mọi gắ n kế t cuộc số ng mới

5. WITH VERY STRONG BRAND POSITIONING
Positioning statement
For all the young and middle aged Vietnamese, MoMo is the
E-wallet that offers the utmost service in a fast, convenient and
highly-secured manner.
Value proposition
Target market: young and middle-age Vietnam.
Benefits offered: fast, convenient and secure.
Price range: great deals, discounts and vouchers.

6. THEREFORE, THE COMPANY HAS HIGHEST ADOPTION RATE ACROSS SERVICES. HOWEVER, THE STORY GOES
DIFFERENTLY WITH BILLPAYMENT SERVICES
Compared to the direct competitor - ZaloPay,
Despite being top #2 key reasons why users use E-wallet, bill payment's
MoMo has higher use rate across services,
use rate of MoMo is also lower than industry benchmark
except for billpayment services
E-wallet brand in use

% Reasons users use E-wallet
% Users use MoMo to pay bills
MoMo ZaloPay
80% 74%
Mobile Top-up
60%
Money Transfer
40%
Bill-Payment
62%
20%
Food delievery
0%
up
lls
ey
ng
bi
on
pi
p
op
To
M
Pa
Sh
ve
ile
Payment at checkout counter
ei
ob
e
in
ec
M
nl
/R
O
er
sf
an
Tr
0 10 20 30

5. TO RECAP...
OPPORTUNITIES CHALLENGES
Market growth rate at +14,8% by 2025, with increasing

Despite increasing number of users and high volumes of
adoption and uses of E-wallet
transaction, the average transaction value and total monthly
Customers are more well-aware about personal wealth &
transaction value is still very low
financial services, E-wallet
due to unwillingness of high amount cash-in top up
MoMo is now the market leader with very strong brand
positioning as the top-of-mind E-wallet
ISSUES PROPOSED BRAND STRATEGY
One of key growth-driven services, bill-payment is facing To increase average transaction value & total monthly
low use rate, transaction value, bill-payment service can help drive
both key measures for its high value.
which may detrimentally hinder business growth
in the future Next action: Increase awareness and conversion rate
of bill-payment services

Agenda
03.
What we aim for
MoMo via our digital campaign
OBJECTIVES

OBJECTIVES
Increase penetration of Approach users efficiently
Acquire and maintain 15 bill-payment services and drive transaction
million users active by acquiring 2.6 million
monthly of bill- users to bill-payment
Gain awareness of bill- Reach 30.5 million
payment services service from existing
payment services across platform (per
Achieve a total of 11 MoMo users' pool
Increase conversion of phase)
million bill-payment Increase frequency of
users to use bill- View 20.7 million across
transactions on a users using bill-
payment services platform (per phase)
monthly basis payment services in 6
key cities - at least 1.5
(For further information, please refer
(The business objectives are provided transaction per user the details in excel file of Digital plan)
by Ms. Luong Kim Thanh - Growth monthly.
Director of MoMo)
BUSINESS OBJECTIVES MARKETING OBJECTIVES COMMUNICATION OBJECTIVES MEDIA OBJECTIVES
Refer to Appendix 1 for further explanation on objectives justification

Agenda
04.
Explore on
our target audience
TARGET AUDIENCE

Target Audience Why Target This Group Customer Insights
Urghh... when will the
Target
'electricity man'
Have I paid this month come by my house?
utility bills? Hmm..
AUDIENCE Why this month bill seems to be

higher than that of last month...?
Oh no...
My electricity will be cut
off by tomorrow!
UNIVERISTY STUDENTS
Age: 18-to-24 years old I'm running out of
Monthly income: 4 million VND (+~4 million from money, AGAIN!
family support)
Living areas: 6 key cities
Target audience size: 5 million
Payment & Spending behavior:
Increasing preference for cashless payment
Lack of saving consciousness but increasing
interest on investment
1. THE LONG-STANDING AND VERY HARD-TO-CHANGE BEHAVIOR OF MAIN TARGET PERSON (mom & housewife)
PAYING BILL IN HOUSEHOLD
This is Ly, she represents a When it comes to bill-paying, Ly The transition to mobile banking
1 typical housewife in Vietnam,

who holds the responsibility
to pay for the household bills 2 has been a super loyal users of
cash payment ever since she
started to do this task 3 application is because she has
been a users for the bank for
years, so she believes in their
creditability & safety
Every month, she waits

for the "electricity guy"
to come and pay the
bills via this guy
And with the current banking app, she

Recently, Ly also starts using
finds new technology is unnecessary for
mobile banking application
her daily life, she has
to pay for some bills such as
education fee for her child, NO WILLINGNESS
insurance fee, etc. to save to try new ways of paying bills, such as
time & efforts MoMo

2. WHILE THE MAIN GROUP OF MOMO USERS - Gen-z people HAVE THE LOWEST RATE OF BILL-PAYMENT SERVICES USES
COMPARED TO OTHER age group
However, this groups's adoption of TARGET AUDIENCE

GenZ (18-to-24) is the key customer group
billpayment services is the lowest UNIVERSITY STUDENTS
of MoMo with largest population
among age group
MoMo population by age group contribution Purposes of E-wallet using by age group
100%
55-64
2.4%
35-44
High willingness to try
4.5%
new digital services
75%
EASIEST GROUP OF PEOPLE TO CONVERT

50%
with full potential WOM power
18-24
in long-term
48.6%
GenZ tends to
25%
recommend and get
25-34
39.8% 45% recommended E-wallet
services to their friends
& family
0%
Gen Z Millennials Gen X

Audience
INSIGHTS
PAINT POINTS: LO HẾ T TIỀ N, SỢ HẾ T HẠN
OVER BUDGET - HẾT TIỀN
Lack of budget management

OVER DUE DATE - HẾT HẠN
Overdue of bill payment, not aware of timing.

Less foreseeing on what to spend
In general Inaccessible means of payment on weekend or holiday
Unavailable means of payment & forget to pay
Unavailable cash when it comes to bill paying
WHAT THEY ARE LOOKING FOR:

Time-saving, secure & simplified process of bill
Have to financially prepare for numerous things: Family-oriented
paying
Especially New clothes Need qualified time with family:
Better foreseeing & monitoring & controlling on Lucky money Cleaning house
at the end of
monthly budget & expenses Gifts Cooking Tet specialty
the year
Family stuffs Visiting relatives
Reminder on near-due-date bill paying & Holiday
season Customers’ expenses are boosted up Customers focus on effectively spiritual value for your family
➪ Should they be well-prepared for the budget? ➪ Customers have no available time and little recall on bill paying
WHAT MAKES THEIR LIFE EASIER:
All-in-one application
Financial pressure
Anytime & anywhere Emotional disorder and stress
“Fear”
Low credit rating
DAILY LIFE INTERRUPTION
Agenda
05.
Last but not least,
welcome to our digital campaign for Tet 2023 of bill-payment services
DIGITAL CAMPAIGN

1. BACKGROUND: TET 2023 IS AN STRATEGIC OCCASION TO START PENETRATING MOMO'S BILL-PAYMENT SERVICES
CURRENT CONTEXT STRATEGIC APPROACH

The AFRAID OF "LO HẾT TIỀN, SỢ HẾT HẠN" , especially during SITUATION
the current situation of downtrend economic during the end
of 2022 Tết is the occassion that everyone would like to IDEAS FOR
Despite being the top #2 concern of customers during Tet spend quality time with their family & friends
holiday, bill-payment so far has not yet been promoted
and be worry-free from financial pressure CAMPAIGN
Priority of E-wallet uses during Tet 2022

USERS Leverage MoMo's
Receive/Give money
billpayment services &
During Tết, users have to be money-saving on help Gen-Z
utilities to splurge for special activities while erase their fears of "lo
Pay bills
there are limited access to utility payment hết tiền, sợ hết hạn"
services. to enjoy fulfilled &
Online shopping
meaningful 2023 Tet
MOMO & BILL-PAYMENT SERVICES holiday with their beloved
Food & Drinks and start on a new smart
Can leverage the product & its features to financial lifestyle.
Promotions tackle the painpoint of the users to help Gen-Z
monitor their personal finance and manage
0% 20% 40% 60%
their monthly budget better
Background Campaign Overview Phase 1 Activity Phase 2 Activity Phase 3 Activity Timeline
2. CAMPAIGN OVERVIEW: ERASE ALL FEARS OF MONEY & DUE DATE
KEY MESSAGE
HẾT LO TIỀN - HẾT SỢ HẠN
MOMO HELPS YOU RESOLVE ALL BILL-PAYING PROBLEMS TO ENJOY YOUR WORRY-FREE FINANCE TO WELCOME NEW YEAR!
Phase Awareness Engagement & Conversion Advocacy/Loyalty
Build awareness of TA about the campaign & Trigger engagement and social buzz Retain users keep using bill-payment services
Objectives
MOMO bill payment service Drive transaction post-Test
Timing 22/12/22 - 10/01/23 11/01/22-04/02/22 04/02/22-28/02/22
Message Lo hết tiền - Sợ hết hạn MOMO - Hết lo tiền, Hết sợ hạn Làm gì khó, có MoMo
Series of viral videos capturing 2022 trend and Gamification: In-app Game
Key hook Social contest
emphasize fears of bill-payment 2022 personalized video recap
Facebook/Instagram
Facebook/Instagram
YouTube Facebook/Instagram
TikTok
Channel TikTok Challenge TikTok
Owned Media (MoMo mobile app)
Ad Network Owned Media (MoMo mobile app)
KOL & Influencer
KOL & Influencer
3,5M Reach 3.5M Reach

2.5M reach
Measurement 9M View 6,5M view
4.5M view
KPI 3,5M Click 10M click
4M engagement
1,5M Engagement 4M conversion
3. CAMPAIGN PHASE 1: BUILD AWARENESS OF TA ABOUT THE CAMPAIGN & MOMO BILL PAYMENT SERVICE
KEY HOOK: VIRAL VIDEOS TIKTOK CHALLENGE:

Use the viral clip as materials for re-
MoMo recaps monthly viral activities & trends ADS NETWORK
create, recap and recall on valuable
throughout 2022 (learn from case study of Spotify moments of 2022 Ads are displayed based on the digital
Wrapped 2022 - Appendix 1) for everyone and also There will be special footprint of TA across ads platform.
integrate the difficulties and stresses hat GenZ have to duet version with KOLs There will be 2 types of ads:
deal every month when paying their bills. 1. Promote trending TikTok
At the end of every clip, there will be the MoMo's mascot challenge clips
2. Lead to in-app game
pops up with key message:
"MOMO - HẾ T LO TIỀ N, HẾ T SỢ HẠN"
KOLS/ INFLUENCERS
BÀY
KOLs/ INFLUENCERS KOLs will co-join to promote viral
clips (of themselves & outstanding
TIỆC
MỪNG
OWNED MEDIA
TikTokers) with attached link to open NĂM
For month that have trends initiated by the KOLs, they game in-app of MoMo MỚI
will participate in the month viral video OUTAPP: Social media of MoMo
SUPPORTING IN APP:
Push notification
TACTICS Pop up Banner
Display ads/banners
Mono Wren Evans Le Duong Hoang Thuy Linh

Bao Lam
3. CAMPAIGN PHASE 1: THEMES OF MONTHLY VIRAL VIDEOS -
VIRAL VIDEO IDEA: JAN FEB MAR APR MAY JUN

First 4 videos: Emphasize
on fears of "lo hết tiền, sợ quay quay quay quay thử thách Em ơi đừng khóc tiền
mới gặp lần đầu mà đầu Giờ mình đóng trễ nước trước mắt đã
hết hạn" Hong bé ơi, chưa tới Trả bill nhiều 6 ngày 6 đêm
mình quay quay điện rồi, đóng xong rồi,
4 follow videos: ngày nhận lương, quá giờ nó KHÔNG ĐỂ LỠ
bill ơi bill à bill bỏ bùa Phải làm sao Em ơi đừng lo, em ơi
Emphasize on MoMo's chưa trả bill gì mà làm em hết tiền Ô DỀEE... phải làm sao... ANH THU ĐIỆN điện nhà sẽ không vụt
được đâu!
bill-payment service nhanh vậy
GÉC GÔ!!! tắt
solution - "hết lo tiền, hết
sợ hạn"
Last 4 videos: Emphasize
on the ultimate JUL AUG SEP OCT NOV DEC
competitiveness - "cần
gì khó, có MoMo" SAO HAY Anh làm nỗi lo của anh viral
GA DẺ
(ey)
Để anh nhìn thấy mình không
ÚOÀ
Ú OÀ 2 ba con mực I could have my hoá đơn điện
TONE & MOOD: QUÁ ÀAAAA...

phai màu (no)
LƯƠNG TRẢ BILL TIỆN I could have my hoá đơn nước
But even with nô hoá đơn
CÓ MOMO RỒI,
Đóng tiền điện trước như ĐỪNG LO HOÁ ĐƠN
Bright không còn là người
12h đêm mà còn đòi một vị thần (đê) CỰCCCC Bet I made you good NỮA
Dynamic trả bill
Không để cắt nước như nhà đến sau bill
bạn mình (oh yeah)
Humorous
Entertaining
3. CAMPAIGN PHASE 2: GAMIFICATION - IN-APP GAME
STAGE 2: PLAY GAMES & COMPLETE MISSION

In each area, there will be a set of challenges according to BÀY TIỆC MỪNG
BÀY TIỆC NĂM MỚI, for example:

Living room: wipe TV screen, clean fans & air conditioner,...
MỪNG NĂM MỚI Kitchen: trash throwing, clean dishes, wash Kiệu, cook Thịt Kho Tàu,...
The game will recreate activities of

NƯỚC! ÀNH
preparing for a year-end party in CẮT HOÀN TH
BÀY TIỆC every user's MoMo house CHÚC MỪNG BẠN NHẬN
MỪNG NĂM MỚI (6 areas in total). ĐƯỢC 1,200 ĐIỂM
STAGE 1: UNLOCK THE ROOM After complete the mission, their will be a pop-up video:
If users have not yet pay their bills: issues of bill-payment that causes
In every area of the party, there will be a list of
disruption of their preparation for Tết (fun & bright feelings) (+100 points) - There
missions to prepare for the party that users
will be linked button for users to pay their bills
have to complete by level.
If users already pay their bills: a funny - trendy compliment from families with
Users are allowed to unlock their first area for
tagline "HẾT LO TIỀN, HẾT SỢ HẠN" and 'COMPLETED' mark - + 1350 points
free. However, they have to record their bill-
payment on MoMo by saving the bill-code.
If manually enter the bill-code: Unlock 3
room
STAGE 3: REWARDS
If use features scan code: Unlock 1 room + The total reward of 5 billion VND will be shared to
BIL
350 points
5 VND
users based on their point compared to total points
gained throughout the game
3. CAMPAIGN PHASE 2: TRIGGER ENGAGEMENT AND SOCIAL BUZZ & DRIVE TRANSACTION
OWNED MEDIA
OUTAPP: Social media of MoMo
HAPPY
Dọn
Đó
Nhà
n
NEW
YEAR
IN APP:
Push notification
Đ Pop up Banner
Display ads/banners
Tết Hello Rizwan,

You're such a CHIẾN SĨ DỌN NHÀ!
IN 2022, YOU ARE ALSO A TRUE

MONEY SAVER
PUBLIC RELATIONS
Push social buzz via

multiple community
platforms that TA (Gen
Users that have unlock YOU SPEND BUT YOU ALSO SAVE
Z) are highly engaged
1..6 million 687K 968K
137% 235% members followers followers
over 60% of missions and pay at MORE THAN 2021 MORE!
least 1 bill Every month, you use around:

357KW 318 m3
KOLS/ INFLUENCERS
will receive a PERSONALIZED video ELECTRICITY WATER
KOLs will co-join to promote game

recap on their 2022 spending
KEEP ON YOUR GOOD SPENDING &
HẾT LO TIỀN - HẾT SỢ HẠN by playing the game and share their
WITH MOMO
personalized recap video on MoMo
3. CAMPAIGN PHASE 3: RETAIN USERS KEEP USING BILL - PAYMENT SERVICES POST-TEST
SOCIAL CONTEST OWNED MEDIA
OUTAPP: Social media of MoMo
Bạn có phải USERS WILL CREATE

AR VIDEO EFFECTS BÀ HOÀNG
CHIẾN THẦN on TikTok, Instagram THANH TOÁN
IN APP:
DIỆT BILL & Facebook

Push notification
Pop up Banner
Display ads/banners
Users can click on the After users start
stickers to change the choic record video for PUBLIC RELATIONS
to display their favorite ones 3secs the tagline
will replace the Push social buzz via
Number of bills payed multiple community
stickers
this month platforms that TA (Gen
1..6 million 687K 968K
Làm gì khó, Z) are highly engaged members followers followers
% increase/decrease of có MoMo
bill value compared to last motnh
KOLS/ INFLUENCERS
MOMO BADGES: REWARDS:
Chiến thần diệt bill Random voucher KOLs will co-join to promote the
Người làm bill hoảng sợ discount 10%, 20% & social contest
Bà hoàng chi tiêu 50% on bill-payment
3. CAMPAIGN PHASE 3: RETAIN USERS KEEP USING BILL - PAYMENT SERVICES POST-TEST
PHASE 1 AWARENESS (1/11 - 31/11)
BURGET
IMC TOOL TACTICS KPI PHASE 2 ENGAGEMENT (22/11 - 31/12)
(VND)
PHASE 3 AMPLIFICATION (22/12 - 22/1)
TIMELINE 51B W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11
VIRAL CLIP (PRODUCTION): TẾT ĐẾN RỒI, ĐỪNG HÓA ĐƠN NỮA 9M View NA
TIKTOK CHALENGE 700k players NA

KEY HOOK
20M players
GAMEMIFICATION: DỌN NHÀ ĐÓN TẾT NA
2M transaction
GAME ACTIVITY: BẠN CÓ PHẢI CHIẾN THẦN DIỆT BILL? 700k players NA
Bumper ads 5.5M View 1.3B

YOUTUBE True view
5.5M View 1.29B
instream
Awareness 4.7M View 25.4B

FACEBOOK
1.1M Reach
&INSTAGRAM
Engagement 2.7M Engagement 4.4B
TARGET ADS Tiktok

10M View 4.4B
Challenge
SUPPORTING TIKTOK
ACTIVITIES In-feed Ads 6.3M View 1.26B
Engagement 3.9M Engagement 6.3B
AD Awareness 1.9M Clicks 6.7B

NETWORKS Engagement 1.5M Conversion 4.7B
KOLs influencer 4M reach

PUBLIC RELATION -
Social Community 1M Engagement
25M reach
OWNED MEDIA Momo App -
20M players
MASTERY DIGITAL MARKETING PLAN
thank you
FOR YOUR LISTENING
Group 04
LIST OF REFERENCES
Giang H. (2022, November 16). https://vneconomy.vn/vi-dien-tu-pho-bien-tren-mang-xa-hoi-momo-gap-gan-13-
lan-zalopay.html
Nhàn D. (2022, August 26). 5 năm qua, quy mô sinh viên tăng nhưng tỷ lệ tốt nghiệp lại giảm. Giáo Dục Việt
Nam. https://giaoduc.net.vn/5-nam-qua-quy-mo-sinh-vien-tang-nhung-ty-le-tot-nghiep-lai-giam-post229122.gd
Sương N. (2020, August 31). 99,44% học sinh TP.HCM đỗ tốt nghiệp THPT. ZingNews.vn.
https://zingnews.vn/99-44-hoc-sinh-tphcm-do-tot-nghiep-thpt-post1126123.html
Thanh Van Vietnam Investment Review. (2021, July 15). Vietnam set to reach mobile wallet penetration of nearly
55 per cent by 2025. Vietnam Investment Review - VIR. https://vir.com.vn/vietnam-set-to-reach-mobile-wallet-
penetration-of-nearly-55-per-cent-by-2025-85688.html
Thao P. (2021, September 26). Toàn cảnh ngành Ví điện tử (E-wallet) tại Việt Nam 2021 [Video]. Tomorrow
Marketers. https://blog.tomorrowmarketers.org/toan-canh-nganh-vi-dien-tu-e-wallet-viet-nam-2021/
Decision lab (2021). The rise of E-wallet in Vietnam
APPENDIX 1: objectives justification
BUSINESS OBJECTIVES MARKETING OBJECTIVES
CURRENT NEW USERS ACQUIRED THE CURRENT NUMBER OF
BILL-PAYMENT VIA THIS TOTAL USERS 33M GEN-Z USERS USE BILL-
SERVICES USERS DIGITAL CAMPAIGN
OF MOMO USERS PAYMENT IS
11.5M 2.6M
MONTHLY
ACTIVE USERS
ACTIVE USERS
gen z 49%
8.7M
USERS
since the services CONTRIBUTES 17.3% TOTAL population out of 16.7M gen-Z users
launched in 2018 USERS TO ACHIEVE
BUSINESS OBJECTIVES OF
Unlock 2.6M users from this

gen z USES 55%
15M MONTHLY ACTIVE
USERS
BILL-PAYMENT
potential room & nudge
frequency to
1.5 transaction per month

MoMo - Digital Marketing Proposal

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MoMo - Digital Marketing Proposal

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MASTERY DIGITAL MARKETING PLAN

NGUYEN VU CAT TUONG Tran nguyen tu linh THAI TU phuong

table of analysis & ISSUES

covers today in our TARGET AUDIENCE

GROUP 04 MASTERY DIGITAL MARKETING

Electricity Water Internet Apartment Television

SIMPLE & FAST BETTER FINANCIAL CONTROL

analysis & ISSUES

GROUP 04 MASTERY DIGITAL MARKETING

However, the total spending of Vietnamese E-wallet users are

70% users use mobile payment at least once a week

Between 1M & 1.5M Between 1M & 1.5M

Between 2M & 3M Between 2M & 3M

Once/week More than 3M More than 3M

Source: Decision lab, 2021 Source: Decision lab, 2021

About Market About Company Issues Recap

Until August 2020, estimated 40+ E-wallet applications have

About Market About Company Issues Recap

Until 2021, MoMo has successfully acquired

MoMo 86% MoMo 56%

Viettel Pay Viettel Pay

VNPT Pay VNPT Pay

0% 25% 50% 75% 100% 0% 20% 40% 60%

Source: Vir, 2021 Source: Decision lab, 2021

About Market About Company Issues Recap

0% 25% 50% 75%

Source: Decision lab, 2021

About Market About Company Issues Recap

About Market About Company Issues Recap

E-wallet brand in use

About Market About Company Issues Recap

Market growth rate at +14,8% by 2025, with increasing

ISSUES PROPOSED BRAND STRATEGY

About Market About Company Issues Recap

GROUP 04 MASTERY DIGITAL MARKETING

BUSINESS OBJECTIVES MARKETING OBJECTIVES COMMUNICATION OBJECTIVES MEDIA OBJECTIVES

Refer to Appendix 1 for further explanation on objectives justification

GROUP 04 MASTERY DIGITAL MARKETING

Urghh... when will the

AUDIENCE Why this month bill seems to be

1 typical housewife in Vietnam,

Every month, she waits

And with the current banking app, she

Target Audience Why Target This Group Customer Insights

However, this groups's adoption of TARGET AUDIENCE

EASIEST GROUP OF PEOPLE TO CONVERT

Target Audience Why Target This Group Customer Insights

Lack of budget management

Overdue of bill payment, not aware of timing.

WHAT THEY ARE LOOKING FOR:

GROUP 04 MASTERY DIGITAL MARKETING

CURRENT CONTEXT STRATEGIC APPROACH

Priority of E-wallet uses during Tet 2022

Phase Awareness Engagement & Conversion Advocacy/Loyalty

Timing 22/12/22 - 10/01/23 11/01/22-04/02/22 04/02/22-28/02/22

3,5M Reach 3.5M Reach

KEY HOOK: VIRAL VIDEOS TIKTOK CHALLENGE:

Mono Wren Evans Le Duong Hoang Thuy Linh

VIRAL VIDEO IDEA: JAN FEB MAR APR MAY JUN

TONE & MOOD: QUÁ ÀAAAA...

STAGE 2: PLAY GAMES & COMPLETE MISSION

BÀY TIỆC NĂM MỚI, for example:

The game will recreate activities of