MKT304 - SPRING 2022

VNG Game

MEDIA PLAN

PHAM KHANH DUY - HS160568

LECTURER:
 INTRODUCTION
1.1. COMPANY
1.2. PRODUCTS/SERVICES/CUSTOMERS

THE SITUATION ANALYSIS

THE MEDIA STRATEGY PLAN

GUILINE 3.1. OBJECTIVES - SMART GOALS

3.2. MEDIA STRATEGY
3.3. SELECTING BROAD MEDIA CLASSES
3.4. SELECTING MEDIA WITHIN CLASSES
3.5. MEDIA USE DECISION

CREATIVE STRATEGY PLAN

4.1. SCHEDULE
4.2. EVALUATION AND FOLLOW UP

CONCLUSION
1.1.COMPANY.
VNG is a famous company in Vietnam in the
technology world as well as those who often

1.INTRODUCTION
have the habit of playing video games. Lauched
in 2004, VNG has grown to become a leading
company in Vietnam in the field of technology
as well as developing video games (games).
VNG is a rich and diverse ecosystem that wins
1.3.CUSTOMER.
the trust of customers.
VNG's customers are not limited, they are
people with hobby of playing video games,
people of many different professions and ages.
But the age will be limited to some titles that
are not suitable for young ages. VNG not only
1.2. PRODUCTS / SERVICES. serves domestic but also foreign and
Currently, VNG is serving more than 100 international customers. Anyone in need can
million domestic and foreign customers. Build easily access the games distributed by VNG.
trust with consumers. Vng Company is
developing four strategic products and
services: online games, connectivity platforms,
financial payments, and cloud services. VNG
games is the field of game development,
domestic and foreign online games.
STRENGTHS 2.SWOT ANALYSIS WEAKNESS
As a pioneer in the field of The trends and tastes of
online games, building images consumers have not been
with many famous games and caught up, and there are still
applications as well as winning many shortcomings in the
prestigious awards in the security and copyright stages.
industry.

S W
THREATS
There are more and more
OPPURTUNITIES
competitors in the same field.
Online games and internet
Develop new games and apps
applications need new

O T
for different markets based on
breakthroughs Producing and
the company's long experience
promoting new products with
and brand The internet market
quality associated with the
in Vietnam is expanding in
established brand, building
many different fields
trust and support from users.
 3. THE MEDIA STRATEGY PLAN
Repositioning the
customer awareness
VNG NOT ONLY PUBLISHES FOREIGN GAMES BUT
ALSO DEVELOPS PURE VIETNAMESE GAMES TO
HELP BRING PLAYERS NEW BUT CLOSE
EXPERIENCES. AT THE SAME TIME, RELEASING
MORE FREE GAMES TO ATTRACT A LARGE NUMBER
OF PLAYERS.
3.1 OBJECTIVE - SMART GOAL
Community development
VNG IS AIMING TO DEVELOP GAMES FOR FREE,
PLAYERS WILL NOT HAVE TO PAY RECURRING FEES
TO USE THE GAME. VNG DOES NOT RUN AFTER
HIGH PROFITS BUT DEVELOPS A COMMUNITY OF
PLAYERS, CREATING A HEALTHY PLAYGROUND.
ORGANIZE OFFLINE EVENTS TO HAVE A MEETING
PLACE BETWEEN GAMERS AND GAME PUBLISHERS.
 A. Websites and forums about games.

3.2. MEDIA STRATEGY First of all, this is a simple and quite effective promotional tool.
Most games build their own websites. This is the official
channel of information between publishers and players. It is
also the place where players update news about the game.

B. Internet agency development.

VNG provides management software for internet business
agents, on the condition that it helps promote VNG. This is a
good promotion as it is home to the majority of regular players,
around 70%.

C. The messages must be truly relevant to young people

(both in content, presentation and media vehicles)
Timely and personalized content generate strongs feeling of
relatability and motivation. They have to appear on media
with a high involvement rate in accordance with male
youngsters’ concerns and interests , avoiding any fleeting
effects.

D. Choosing influencers with demographic and social

compatibility
This in promoting and introducing products is not too strange
for industries such as cars, phones and online games. This is
even a small part of the success of VNG. Can mention the
appearance of Mai Phuong Thuy in the game Thuan Phuong
and the legendary Vo Lam event.
 3.3. Selecting broad media classes

VNG

Internet Online Game Support Media CSM

Advertising Website Marketing
 3.4 - 3.5. Selecting media within classes
Media use decision

Media within classes Media use decision

Game marketing
Games:
- Type of advertisements: banners in games.
- Valorant
- Frequency: low to medium.
- League of legent: Wild Rift
- PUBG Mobile VN
- Legent of Runeterra

Support media
- Big cities (Hanoi, Ho Chi Minh city, Da Nang,
- Digital billboards (in big revues of cities, Hai Phong, Can Tho).
attention-catching). - Estimated number of digital billboards in
Vietnam: 300.Regular billboards at every store.
 Media within classes
Online website
- Promoting for the product,
the games: Vnggames.com, Zing.vn.
- Promoting for the company: Kenh14, THVL.
CSM
- Free installation at internet business
locations.
- Using promotional interface for VNG and
VNG's products.
Internet Advertising
Google:
- Focus on optimizing Google algorithms).
- Run online advertisements.
- Upgrade the official website
Media use decision
- Not only promoting Vietnamese and foreign
new video games, the press and social
networks should clearly announce to the
audience about the change in positioning
strategies of VNG.
- The CSM software will be freely installed and
used as a business management tool and
simultaneously providing VNG's services for
business such as scratch cards and game codes.
- Run image and video ads interspersed with
information about promotional programs.
- Geographic scale: large, like VNG has internet
business locations everywhere to promote
themselves through CSM.
 Media within classes
Internet Advertising
Facebook:
- Run online advertisements.
- Upgrade the fan page with more viral
content.
- Advertising on famous pages
- Seeding in relevant groups
Youtube:- Run online ads.
- Appears in video game videos.
- Appear on channels with high
subscriptions: 200k or more.
- Research on the habits of customers to
appear ads in a reasonable way.
Media use decision
- Run both imagery ads (appearing on
audiences’ newsfeed) and video ads (appearing
on Facebook watch).
- Viral content for fan page can be based on:
social trends, sales promotions/give game code.
- Advertising on famous pages: 1 post/page.
- Seeding in relevant groups: use personal
accounts to create favourable earned opinions.
- Frequency: 1 post/group.
- Run video ads (These ads must be skippable,
efficiency considerations and
interested customers).
- Sponsor the channel of macro influencers:
+ Chimsedinang - a special influencer who follows
strategy games.
+ Bomman - KOL about video games and FPS
game titles.
 4. CREATIVE 4.1. Schedule (3 months)
STRETAGY PLAN August September October
Internet
Advertising

Support
Media

Game
Marketing

Online
Website

CSM
 4.2. EVALUATION AND FOLLOW UP

Internet Advertising Support Media CSM Online Website Game Marketing

Generate interes
High reach and Wide coverage Wide coverage
Effective andexpansive
S
coverage Target precision
reach Easy to install Easy to install
Effective image Attention effectiveness
Creativity Easy to manage Easy to manage
showing
Easy tracking

Impact on users is not

Wide coverage
w
high
Cost Immeasurability Easy to install Low retainability
Haven't created a
Clutter High cost Easy to manage
novelty

Quick and effective

Free installation Wide coverage
O
awareness building Advertising monopoly
Retainability Widely promote offline Easy to install
Storng brand image
products and events Easy to manage

Many service and

Annoyance Many service and
T
quality problems
Consistency and quality problems Cost problem
No innovation to
coherence No innovation to
compete
compete
 FAILED GOOD EXCELLENT

Failed to reach 50%

positive response
INTERMET rate. Positive response rate ranges Positive response rate
from 50 - 70%. ranges from 70 - 100%.
ADVERTISING Negative response
rate exceeds 20%.

Failed to reach over 90%

CSM internet agency allocation good publicity get positive feedback
target.

If VNG develops more about

There are still mixed Still ensuring a high number of
CUSTOMER opinions from users players
the community, users will
support it

Views of online articles are Views of online articles are

Views of online articles equals
lower than the site’s average higher than the site’s
ONLINE WEBSITE post views.
the site’s average post views.
average post views.

GAME MARKETING Under 20% people exposed 20-40% people exposed More than 40% people
clicked the banner. clicked the banner. exposed clicked the banner.
 5.CONCLUSION
With two clear goals, 5 main media classes were selected to
promote VNG (the pioneer and leading game brand in Vietnam)
about new foreign and pure Vietnamese video games. While there
are many strengths and weaknesses of each media type choice, they
work interdependently to deliver the best big picture compositing.
 REFERENCES
TARGET CUSTOMERS AND MARKETING STRATEGY OF VNG:

HTTPS://TOC.123DOCZ.NET/DOCUMENT/466973-KHACH-HANG-MUC-TIEU-CUA-GAME-
ONLINE.HTM

VNGGAMES PUBLISHING

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