Vietcetera Marketing Strategy

Customer segment Customer Relations

Diversification and diversification - Community Relationships:
of markets Build up many common
- In podcasts, Vietcetera is communities for
aimed at people aged 16 individual customer files.
years old, young people There is interaction
who want to acquire and between customers –
develop themselves with people who watch through
many new sources of comments/shares on social
knowledge. networking sites.
- Intellectual, business, or
entrepreneurial class
(Vietnam Innovators
series)
- Educated and affluent
audiences: Podcasts
appeal to the segment of
potential audiences that
brands desire but pose
many challenges. They are
usually educated and
wealthy and invest more
in consumer sectors such
as tourism, technology,
entertainment, and
transportation.
- Active content pickers:
These listeners also tend
to actively select content
based on their interests, so
a dynamic brand can
promote itself on podcasts
based on their industry or
reflect their desired image.
+ Young people who think freely or
want to learn more about sex and
sex education,... (Open Happy
Hours series).
+ Series First, Lady is aimed at girls
who want to develop independently
and confidently.
+ Those who want to heal
themselves, wish to seek a healthy
self or a healthier love (Love
Series)
Product/service offering and value proposition
- Function :
+ Provide entertainment videos that are carefully invested, from
images and sounds to content.
+ Provide knowledge bases in business, communication, love,
gender, life experience, ...
-Society:
+ The community of podcast listeners has thrived since Vietcetera
promoted podcast programs
+ Create content that brings knowledge to the community
- Hedomic:
+ Extremely entertaining value in the video series that Vietcetera
provides, series such as Open, have a Sip, Business Innovators,...
(cut laughter videos from the above three series)
- Affection:
+ Bring a lot of emotions from happy, sad, comfortable, and relaxed
through video podcast series in general (excerpts of Vu saying cry NYC,
etc.)
-

Key Partners
- Brands wishing to communicate products (Fonos, Durex, BingX,
Laurié ... – this video cuts 1 number of sponsor clips)
- Artists, directors, screenwriters, poets, book writers, speakers,
content creators.... In all fields, of all ages, from all countries.
Channel Key Resources
- Vietcetera's podcast - Get exclusive content
distribution channels are - A wide range of guests,
 YouTube and Spotify, providing professional
Apple Music, and postal– knowledge and different
specialized platforms for experiences for the
audio content. audience.
- Professional, creative
content creation team
- Professional and
sophisticated image team.
Main activities
- Develop Vietnamese and English podcasts, video series, and
editorial content in various fields (such as love, business,
experience sharing, showbiz, etc.)
(yes, because I am working on Vietcetera's podcast, the main
content is definitely to build the podcast)

Cost Structure (no one is public)

- Salary of staff positions: host, content creator,
- Advertising and communication fees
- Cost of internationalizing technology transition (moving to AWS
cloud computing)
Revenue stream
- Vietcetera's primary income is advertising. Advertising funds
from big businesses and brands looking to connect with
Vietnamese end users are attracted to it.
- Donate from fans; in the description, each video/clip on YouTube
has an account to receive donations.
- Revenue from audiences

4Es of Vietcetera
 - Excite
The first shots of the "Open" series turned out to be Vietcetera's web posts from
around mid-2020, with "firsts."
https://www.facebook.com/vietcetera/posts/1632017896958697/
Next, the video series "Stranger" was born - a safe bed for young people to talk to
each other about their secret thoughts, and the podcast/video series Openness, rich
in practical and multidimensional experiences, has now reached its 3rd season.
And the audience reaction was quite the... Mixed opinions:
These are the comments in the article in December 2020
As of March 2021, under another article about the series:
Although there are still mixed opinions, the series has been more well-received.
Right from the first episodes of the podcast series from May 5, 2021, born with the
combination of the "giant" Durex, the series "Open" with the participation of 3
hosts, Thuy Minh, Trang Banana, and Ta Quoc Flag Nam, has received quite a lot
of positive feedback right at the post on the fan page of Durex Viet Nam:
People found it interesting and funny, and some felt like someone was saying
things for me that I was afraid to say before. Then, everyone tagged each other in
the article, exchanging excitedly.
The show garnered countless positive comments when the first episode aired on
YouTube on May 16, 2021.
- Education
The starting point of the open series is to share and transmit professional and
social knowledge on sex education and sex life.
More than just videos and podcasts, Vietcetera and Durex accompany Open Go
Unitour 2022 with the mission of helping the generation of students discover
themselves and their untapped potential.

Openness Go Unitour 2022 cooperates with leading universities in Vietnam and a

generation of famously dynamic and interested students. The trip will visit 16
campuses across Hanoi and Ho Chi Minh City between April and October 2022.

Half-day events, including:

+ Exhibition <Me!> to learn about yourself and your personality
+ Gen Z corner, where students experience answering Gen Z questions in an
exciting space
+ Enneagram personality test to discover who you are
+ In-depth discussion seminar to learn about yourself, explore potential, sex
education
https://vietcetera.com/vn/bo-suu-tap/coi-mo-di-unitour
- Experience:
The guests of the podcast series "Open" are young people or professionals
(doctors, masters, doctors) majoring in foreign hormones, psychology or content
creators, influential young people, the LGBTQ+ community (Huyme, Sweet
Valentine - Drag Queen, Minh Tu,....) and have an "open" mindset as the name of
the show.
+ The Cognitive Dimension: When thinking of "Open," right from the name
evokes the audience to think about the topics "out of the box," the right
conversations "open," almost no free gender. "Openness" here means being open
about sex, sexuality, and an "open" lifestyle. Now, when it comes to saying
"openness," what shows up on the Vietnamese GG will be:
+ The Emotional Dimension: "Openness" brings a lot of emotions to the audience
and listeners. Especially those who are interested and become "guests" of this
podcast series:
' The narration of 2 Hosts, Minh Trang and Ta Quoc Flag Nam, is highly natural
and attractive, creating new perspectives for audiences and listeners.
In addition, with a youthful spirit and always eagerness to bring new things to the
show, the hosts of the show also have incarnations to become closer to guests
(excerpts from the episode with Sweet Valentine - Drag Queen, two hosts cx
transformed into dragqueens)

' The emotions that the program team brings can be mentioned: surprise to turn on
the back because of the expertise in sex education, fun, humor, sympathy,
gratitude,... In addition, viewers can understand themselves and their bodies better
through podcast episodes with psychological topics.
The "Open" podcast received much support and thanks from listeners. IS one of the
first programs in Vietnam with content oriented towards sex education, bringing
professional knowledge and practical experience through liberal but not ridiculous
language.
+ Sensational experience
Vietcetera, in general, and "Openness," in particular, are very invested in terms of
image and sound and the space or concept of each episode. This thoughtfulness
brings a feeling of great satisfaction to the audience because of the professionalism
of the show. The sound, from music to recording, is all logistical, bit by bit.
In addition, Vietcetera's signature, open "proactive" advertising, is worth
mentioning or considering. "Openness" or other podcast series of Vietcetera spend
about 15-20 seconds editing and advertising partners = the host's voice. This eases
listeners' discomfort when listening to the program and is interrupted by Trueview
in-stream ads.
- Behavioral experience:
The touchpoint of "Open" shows not only through 1 and 2 but through each
episode of the series; the gentle and graceful way of talking of the host and guests
is always the biggest plus. In addition, the team is constantly changing in terms of
background, images, and content throughout the sessions. Instead of in ss1,
episodes only last about 30-40p, and the duration is not uniform; by season 3, the
program capacity has been synchronized and more uniform: about 60p / 1 episode.
One touchpoint cannot fail to mention that it is a significantly "expensive" guest
force. Many times, it is the guest who pulls the main "view" for "openness"
because of their name, reputation, or experience in the field of sex education.

 Betroth:
After nearly three years of development, the "Open" series has not reached the top
10 podcasts on platforms such as Spotify and Podtail, But there have been certain
rewards.
A steady and growing "fan base" is watching each episode every week.
Now, when it comes to "Gender," "Openness" is one of the first options that
Vietnamese audiences think of.
The host and editorial staff of the show are also very interested in constructive
feedback from the audience to provide comfort and content that the audience
needs.
Improving with each season, Open ss3 has a new step when each episode has a
clear timeline and content. Each part is noted on the YouTube description, and at
the end of each episode, there is a "comment answer" section, and the audience's
questions will be answered directly. This activity makes the show more desirable
and closer to the audience. The show's audience will also be more eager for the
show to know their questions will be answered live.

Thus, when all users are "overwhelmed" with information, from newspapers,
audiobooks, and information on social networks spreading at a dizzying speed,
70% is spam, spam, spam, and Vietcetera, with a highly dynamic and youthful
force, brings exceptionally quality information. From style to images to content
transformed into podcasts, they are always invested very well, bringing exciting,
engaging, and professional experiences to the audience.