VNPay Contract's launch strategy focuses on building a top 5 brand in the field of electronic contracts, enhancing customer experience, and covering media on multiple platforms to achieve 20 billion in sales.

+ LITE: free. Contract documents from 50 - 5000 documents: 1,100,000 VND - 50,000,000 VND

VNPay brand is the leading Fintech in the field of electronic payment. With core business areas of Finance - Banking, Information Technology - Telecommunications, VNPAY provides payment services and solutions to thousands of domestic and international enterprises.

– With the desire to build a diverse service ecosystem of products and utilities, bringing superior service experiences to customers and partners. VNPay has continuously researched and developed products/services to provide optimal and convenient solutions for business processes.

After the research process, VNPay has launched the VNPay Contract electronic contract solution: Convenient, safe, secure, easy to use. Meeting all the needs of individual and corporate customers.

Accompanying VNPay, SEFA Media has researched and developed a new product launch and development strategy to help VNPay Contract penetrate the market among extremely strong competitors with a long-standing position in the market.

General Objective:

+ Online: Facebook, Youtube, Website, Mobile App

+ LITE: free. Contract documents from 50 - 5000 documents: 1,100,000 VND - 50,000,000 VND

+ Regularly organize Webinars to convey the benefits of digital technology and reach corporate customers.

+ Facebook Fanpage: well optimized, professional in information and interface. Diverse content but poor interaction.

+ Website: has completed website functions. Provides full product information and public quotes. Blog line provides knowledge, promotions and events.

+ Mobile app: The app still has many errors and is not compatible with many devices. Still in the process of updating and editing.

+ Good communication, through the well-known FPT brand

+ Diverse touch points, many promotional programs to attract new customers

+ Channels that have not been properly invested in content

+ User experience is not good yet

+ Just launched in May 2023, there are many competitors in the market

Viettel vContract

+ Head office: No. 1 Giang Van Minh, Kim Ma Ward, Ba Dinh District.

+ Online: Website, Mobile App

20 – 5000 documents: 1,440,000 VND – 38,500,000 VND

+ Website: beautiful interface but not optimized for features, sitemaps and user experience. Service fee linked to main website viettel.vn, causing slow speed

+ Mobile app: Poor user experience, low rating

+ Good communication via Google

+ Take advantage of Viettel's available customer files

+ The price of the multi-contract combo package is cheaper than the market

+ Few communication touch points to customers, difficult to reach new customers.

+ User experience not optimized

Source of growth

B2B Customers

Large Enterprise

B2B Customers

SME Business

B2C Customers

Retail customers

Characteristic

Retail customers with 1-2 users

Gender

Male, Female

Place to live

Nationwide

Cities, industrial zones

Nationwide

Age

Buyer decision maker: 35 – 50 years old

Buyer decision maker: 25 – 35

Income range

Because the demand is not much, the payment for the service is not much.

Consumer insight

They are large-scale enterprises, divided into many branches and systems.

They want products and services that can be custom made – private servers, self-control of data

Prioritize high security and convenience.

They are smaller businesses that have not used the e-Contract service and have not seen the need for the service.

Documents other than transaction contracts are mainly internal documents (internal contracts: receipts, payments; announcements, authorizations circulated internally, etc.)

They are small business owners, shop owners, decision makers on paper, etc.
They don't have much documentation. Just keep contracts (sales contracts, company legal documents, etc.)

They want convenience through Mobile app, easy to use and store

Provide product packages on electronic contract systems as desired;
Sign up and easy to manage, good experience;

Ensure high transparency and security;

Fully meet legal standards.

Product packages according to number of users and number of contracts.

Besides good customer experience, also information security;

Convenient, fast and resource-saving

There are separate packages for the number of contracts per month/year, convenient storage.
Has easy to use Mobile app

Reasonable price

Expected Attitude

(Describes customer expectations of the product)

Knowing VNPAYCONTRACT is a highly secure electronic contract product, businesses can build their own system, manage and coordinate easily.

Know VNPAYCONTRACT as the electronic contract product with the best features and experience on the market

Know VNPAYCONTRACT with a variety of products depending on your needs, easy to store and use when needed.

Expected Activities

(Describe the behavior the brand expects customers to perform)

Experience using Electronic Contracts from VNPay
Sign up and receive advice on a customized system for your business.

Experience the convenience of VNPAY Electronic Contract

Use VNPAYCONTRACT according to Bulk Contract packages

Word of mouth communication about the convenience of the product

Register and use VNPAYCONTRACT Mobile App

Long term use of the product

Word of mouth communication about the convenience of the product

Characteristic

Enterprise customers use their own server system to control documents.

Large number of users, divided into many branches.

Small and medium enterprises with the number of users in the system greater than 5 users

Place to live

Large businesses are willing to pay for services if they see the importance and necessity of the service.

SME businesses are not yet ready to pay for e-Contracts because they do not see the need.

SWOT

S

W

O

T

– VNPay brand advantage has recognition and large number of customers. Can take advantage of existing media and customer files
– Product Portfolio: Diverse product packages, suitable for the needs of many customer groups

– Brand Positioning: No brand positioning, unclear positioning direction
– Product Concept: No specific concept yet

– Price: no specific price policy yet, expected price is in the average range

– Market: The electronic contract market has not yet received much attention and use from many businesses.
– Brand Positioning: Building brand positioning in the market, creating a difference and leaving an impression

– Product Concept: Build VNPAYCONTRACT according to the feature concept to help customers visualize easily.

– Customer Experience: Enhance superior customer experience and security, legality

– Competitor: Products that are behind the market, have many big competitors with outstanding promotion programs and attract large customer files.

Campaign

Phase 1: Base

– Build an overall marketing strategy in 2024.

– Build core product platform.

(Product story, product identity, positioning…)

Phase 2: Launching

– Research customer insights, attract customers to interact with products;

– Implement approach through brand touch points with individuals and businesses;

– Build trust in product quality and brand reputation;

– Access to VNPay's existing customer base.

Stage 3: Consideration & Conversion

– Promote communication activities and reach target customers;

– Implement transformational impact activities;

– Build customer content lines about brands and products based on content lenses.

Phase 4: Amplify

– Maintain touch points and product communication;

– Evaluate and optimize conversion impact activities;

– Spread and enhance love for branded products;

– Customers introduce products and services to friends, relatives and partners;

– Develop customer files from the experience journey with the brand.

Strategy -> Brand Strategy, Marketing Strategy

Brand Positioning: Top 5 Brand in Electronic Contracts

Brand Attributes

Product: add pricing packages based on the time of using the electronic contract such as: monthly, yearly, etc.

Build a concept for VNPAYCONTRACT based on the service's features + benefits that the service brings

Place: Create a separate website for VNPAYCONTRACT. The website will provide full information about products, services, prices, and promotions. The website can also be used to conduct electronic contract transactions.

Promotion: media coverage on all platforms: from direct marketing to indirect marketing

→ VNPAYCONTRACT should focus on channels that reach the maximum number of B2B customers: email marketing or web SEO, events (talkshow/webinar/...)

Novaadworks.com / All rights reserved to NOVA Inc. © 2023