The document outlines objectives and strategies for re-positioning the MOMO e-wallet over three years in Vietnam. The objectives are to build a new product and marketing strategy for MOMO, launch an initial marketing campaign, and achieve specific targets for awareness, new users, and market share. The strategies proposed include leveraging real-time data and analytics to optimize the daily payment experience for millennial target customers and maximize their opportunities to engage in new experiences each day within their budgets. A marketing mix is proposed including product features, pricing, placement, and promotional activities to attract new users and maintain engagement over three years.

2. CASE REVIEW
OBJECTIVES
• Re-positioning MOMO e-wallet
• Build product & marketing strategy for MOMO in 3 years with new
positioning
• Build first marketing campaign to re-launch MOMO.
• 10,000,000 consumers awareness
• 300,000 new active users
• No.1 e-wallet in Vietnam
• 3,000,000 active users
3 YEARS AFTER
RE-LAUNCHING
LAUNCHING
CAMPAIGN

3. AND WE WANT TO
MAKE IT HAPPENS
HERE IN VIETNAM
E-wallet will replace traditional wallet
In the near future

4. WHY WE ARE SO SURE ABOUT IT?
Euromonitor report in 2015 | Moore Corporation KPBC Internet Trends 2015 | Nielsen Research Vietnam
1.1
bil USD
0.71%
per
year
SIZE GROWTH
58% Digital natives
145% Mobile penetration

5. E-WALLET WITH SUPERIOR FEATURES
1. Manage all cash-in and out
3. Peer to peer transfer
2. Retail pay
4. Mobile topup
5. Bill payment
6. Online shopping
But the most
important one
REAL TIME DATA

6. REAL TIME DATA
Real time insight
Real time actions
No longer demo graph
Now taste graph
Enable us to interact with
consumers in an very
personal way
LOCATION
GRAPH
We know
where they
are
INTEREST
GRAPH
We know
what they
buy
AUDIENCE
GRAPH
We know
who they are
INTENT
GRAPH
We know
what they
like

7. MoMo – smart wallet that gives recommendation
for your daily payment habit
OPTIMIZE DAILY PAYMENT
PRODUCT CONCEPT

8. MILLENIALS
• Age 21-29, Urban, sec BC+
• Personality:
Young and always in the know
Carefree, dare to take risk
• Behavior:
Mostly pay with cash, owning at
least 1 credit/debit card but use
it mostly for withdrawing money.
Spend money mostly on Food &
Drink, Shopping..
WHY WE CHOOSE
THEM?
• Accounting for 35% Vietnam
population
• 2.5 times more likely to be
early adopters of technology.
KPCB report
TARGET CONSUMERS

9. CONSUMER TRUTH
They crave more experiences
82% attended in a variety of live
experiences in the past year.
72% would like to increase their spending
on experiences rather than physical
things in the next year.
But their daily life is monotonous
CATEGORY TRUTH
Smart wallet that optimizes your
daily payment.
INSIGHT
Because experience is the greatest treasure of youth, I always
want to have more new experiences every day. But new
experience often costly so can’t always do that.
INSIGHT

10. Age 21-29, balanced
gender, urban, sec
BC+, who crave more
experiences but worry
about cost
New interesting
experiences
everyday in
specified budget.
Big data & analysis
algorithm.
E-wallet that
understanding your
daily payment habits
and recommend you
the best budget-fit
experiences.
Unique RTBWhat need
BRAND ESSENCE
MAXIMIZE YOUR DAILY EXPERIENCE
To Whom
BRAND POSITIONING

11. BRAND WHEEL
BRAND INFRASTRUCTURE
MAXIMIZE
YOUR DAILY
EXPERIENCE
Personality Discriminator
RTBBenefit
Root strength
Competitive environment
Target
Brand insight
Aged 21-29, Young, carefree,
dare to take risk. who crave more
experiences but worry about cost
Other e-wallet
(Timo, MobiVi,
Moca), raditional
wallet
Database
Because experience is the greatest treasure of youth, I always
want to have more new experiences every day. But often
costly new experience so I do not always do that.
Carefree, Fun
Loving experience
Live for now
Real time data
Big data &
analysis
algorithm.
Function:
Optimize daily
payment
Emotional: live the
max experience
BRAND KEY

12. Automatically
payment
Group sharing
payment
Customized payment
Pre-ordering
Price comparison
Less payment
Year 1 Year 2 Year 3
Objective: attracting
consumer to use app
Advanced payment
Advanced
Recommendation
QR code
Coin fund
Recommendation best deal
(relevant, favorite & cheap)
Objective: maintaining consumers
PORTFOLIO

13. PRODUCT
Data tracking and
recommendations.
PRICE
Source of business
- Data & Insight: Understanding transaction amount/time, daily
payment habits & motivation of consumers:
+ Mobile marketing targeted by payment habits.
+ Reach out to new customers with Momo.
- Charge fee
PLACE
Convienience Stores, shopping
stores, coffee shop, medium and
high restaurants...
PROMOTION
PACKAGING
- Keep old color of
MoMo: Purpule
- Add 1 button:
Coint Fun (to clarify 1st feature)
MARKETING MIX

14. OBJECTIVE:
- Marketing Objective: Increase
penetration to 300.000 active users
- Communication Objective: Raise
awareness about MoMo as an e-
wallet that optimizes your daily
payment
INSIGHT:
I want to use my vouchers or all
accumulated point promotion on
time and wherever I go
TARGET:
- First jobbers belong to millennial, 22
– 25 y.o,
- Always seek for new experience in
life, high tech savvy
OBSERVATION:
Accumulated point promotion
often expires
before I can use it
FACT:
-7/10 first jobber said that they feel
it’s is wasteful when they cannot
used up all their vouchers or
membership card
-6/10 said that I they often receive
vouchers that are not their favorite
RELAUNCHING CAMPAIGN

15. JUMPING COINS
Key message: Take and exchange coins wherever you want
Exchange coins at any stores having partnership with MoMo
Phase 1 Phase 2
Objective Trigger the pain when realizing
that membership card expired
before using
Call to use MoMo to take
and exchange coins
Message Expiring voucher is a pain. Use
MoMo now!
Take and exchange coins
with MoMo
Key hook TVC, PR, Social Media In-store activation

16. THANK YOU
10/15/2016