Young Marketers Elite 3 Graduation Presentation - Ôi, Ra Rồi!

Dinh Giang – Truong Liem – Thien Van – Khanh Thy – Hong Phong – Van Hien

BRIEF RECAP

CATEGORY

E-wallet

BRAND

BUSINESS ISSUE

Low retention

THE REASON

Under-developed ecosystem

No proper positioning

Current services cannot drive frequent usage

JOB TO BE DONE

Building ecosystem to make

MOMO more convenient &

accessible

Building an unique positioning

to use MOMO frequently

CATEGORY

Biggest truth of wallet

D A I L Y P A Y M E N T

E-wallet ambition

REPLACE

TRADITIONAL

WALLET

TARGET

DEMOGRAPHIC

Age: 18 – 30

Urban & Sub-urban

Have smartphone

BULL-EYES

Student & first jobber

ATTITUDE

Open to adopt new technology

Have advance demand of payment

Happy seeker

7 MILLION

PEOPLE

46% say that they spending too

much on un-necessary

(Nielsen Vietnam)

92% confess they have borrowed

from others, <1mil

to buy “something”

(Q&Me)

87% consumers care about

promotion

63% willing switch to buy

promoted product

THE

NEEDS

In the modern days, daily

payment has some impulse

needs which occur so frequently

that traditional wallet can’t cover

T H E Y A R E N O T

M A N A G E W E L L

T H E I R S P E N D I N G

T H E Y ’ R E

L O O K I N G F O R

P R O M O T I O N T O

O P T I M I Z E

B U D G E T

T H E Y H AV E T O

B O R R O W M O N E Y

F R O M O T H E R S

These impulse issues around daily payment constrain

me from enjoying my daily life.

INSIGHT

COMPETITORS

NGAN LUONG

Enhance online

payment

experience

BANKPLUS

P2P transfer & bill-payment

FPT PAY

Online wallet for FTP

online- shoppers

N O C O M P E T I T O R S S E R V E S T H E S E

N E E D SWHITE SPACE

T H E B I G AV A I L A B L E

T O D R I V E R E T E N T I O N

PRODUCT

CONCEPTT H E 1 S T E V E R D A I LY

PAY M E N T A S S I S TA N T

M I C R O

C R E D I T

D A I LY

PAY M E N T

M A N A G E M E N T

R E C O M M E N D

A - T I O N

K E Y F E AT U R E S

P R O D U C T V A L U E S

UNLEASH

HAPPINESS

FROM DAILY

PAYMENT

B R A N D I D E A

These impulse issues around

daily payment constrain me

from enjoying my daily life.

I N S I G H T

Functional: Optimize daily payment capacity

Emotional: Feel the happy through daily payment

Positioning Statement

WHAT NEED

Functional benefit:

optimize your payment

capacity

Emotional benefit:

Feel the happy through

daily payment

TO WHOM

18-30 y.o

Urban & sub-urban

Tech savvy

Happy seeker

DIFFERENTIATE BY

The 1st ever daily

payment assistant

RTB

Multi-features to solve

daily payment impulse

troubles

Brand Key

Insight

Root StrengthThe market leader in E-wallet

category with high investment

Essenc

eUnleash

happiness

from daily

payment

Competitors Consumers

Happy

Helpful

Friendly

Smart

Caring

Mindful

Multi-features designed to

solve daily payment related

issues

Functional Benefit:

Optimize your paying capacity

Emotional Benefit:

Everyday Happy

The impulse issues around daily payment

really constrain me from enjoying my daily

life

Direct: 365VTC, Ngan Luong,

BankPlus, FPT

Indirect: Timo, Money Lover, Other

Online Banking Services 18 – 30 y.o, urban & sub-

urban, digital savvy, easy

to adopt new tech (size: 7

million people)

Lead the trend in

serving daily payment

needs

Unleash

happiness from

daily payment

ACTIVATION

PLATFORM

COMMUNICATION

BIG IDEA

BRAND

BIG IDEA

Each daily payment is

happiness

Daily payment issue

6Ps

Product

- Micro Credit

- Daily Payment Management

- Recommendaiton

PriceFree Download

Fee:

- Micro credit: 8%/per

- Daily Payment Management:

100.000đ to unlock functional

management

- Recommend : 4%/per

transaction (3rd Parties)

Place

• App Store

• CH Play

• Store

Proposition

The happy solution

to the issue daily

payment

Packaging

Friendly and funny design

PromotionOn-ground activation to

introduce the product’s

usage

Give 300.000 VND

borrow money account

for the first download

20182017 2019

Portfolio Planning

Micro credit

Daily payment management

+ Recommendation

Build Daily payment Ecosystem

Borrow money from

Momo when out-of-

money

10% Momo takes back the

money afterwards.

MICRO CREDIT

DAILY PAYMENT MANAGEMENT

Automatic

collects all

expenditure

Classifies them

into categories.

Use Momo to

pay money

when buying

Recommendation

about daily

payment

Statistic

The most effectiveness

way to spend money

The current promotion

On location base

RECOMMENDATION

Merchants

Regulator & Influence

Banks

MoMo Agents

International Remittance Service

Providers

Momo Users

Momo Accepted Point

Online Merchants

Source of Funds

LAUNCHING

PLAN

OBJECTIVE

Attract 10,000,000 audiences and

3,000,000 active users with Momo Micro

credit funtion

TARGET

Profile

18 – 30 y.o, urban & sub-urban, digital

savvy, easy to adopt new tech.

Having problem of lacking money in

unexpected occasion or month end.

CAMPAIGN

BIG IDEA Month end mare

LAUNCHING PLAN

Raise awareness of

month end mare and promote Momo

Micro Credit

as a instant solution.

Over buying through month makes

month end become a mare with

lacking of money problem.

VIRAL CLIP

10 short 30-seconds videos showing

10 weird and funny situations of

TA in month end – lacking

money problem.

PR articles

K E Y M E S S AG E

K E Y H O O K

S U P P O R T I N G

TAC T I C S

O B J E C T I V E

Facebook challenge activities

Sharing TVC link

with caption of TA’s real experience

With hashtag

#mymonthendmare #MomoMicrocredit

Huhu, giống mình dễ sợ.

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