MARKETING PLAN

for Ijob.go.vn (Apr 2010- Apr 2011)

Proposed by Nguyen Quynh

April 2010

Overview

Background

What is Ijob?

Market summary

Competitor analysis

SWOT

Strategic positioning

Marketing plan

Background- Vietnam Internet Statistics

According to the research on

Vietnamese NetCitizens

2009 reported by Cimigo, the

most common occupation of

internet users is

officers/executives,

professional (31%), student

(33%).

This is an opportunity for us

to penetrate this market

especially nowadays many

firms are always willing to

spend on seeking for talents.

Background- Vietnam Internet Statistics

90% job-seekers are looking for job offers on internet by visiting vietnamworks,

kiemviec.com, vietladders.com, firstalliance.com…

The chance for recruitment website to develop and success in the market when

more and more seekers have confidence in job seeker website. Therefore, there is

a demand for us to supply services through a new product – IJOB.vn

Background- Vietnam Internet Statistics

What is Ijob?

Ijob is a job seeker website that offer communication, community and real

opportunities to employees

Content customisation, best of category quality

Our challenge: Make the difference to compete with Vietnamworks. Help people

believe in job seeker website.

Product portfolio:

o Employee: Find a suitable job, Job consultancy, skill training, introduce to

friends, comment

o Clients: High quality CV and qualified employees, HR training, Monitoring

recruitment, recruitment consultancy

Market summary

After entering as a membership in WTO, Vietnam has become a potential market

for global investors.

Demand in seeking talents and employees among global and local companies has

been growing up dramatically.

Job seeker websites are becoming a popular tool for employers and job seekers

such as kiemviec.com, timviecnhanh.com, careerlinkvn.com, caravat.com,..

Among them, Vietnamworks.com.vn is occupying almost of market segments and

they might take the next step to be a monopolist website in job seeker.

Competitor analysis

Strength: Top of mind in perception of customer

Supported and combined with Navigos group

High reputation in recruitment

Professional structure

Strong marketing and sales support

Weakness: Not update for a long time. No unique product features

IJOB SWOT Analysis

Strengths

Fully supported by internal channels

as VTC tivi, VTC mobile,..

Linking with mangvietnam.go.vn.

Ability in providing excellent services.

Long experience in R&D process.

A perfect combination of popular job

seeker websites in VN and global

brand

Opportunities

Fully supported by Government.

Demand in seeking talent is growing

fast after recession

People place confident in Job seeker

websites.

Return of oversea students is

increasing highly

Threats

Anxiousness of next economic

downturn.

Threats from direct competitor-

Vietnamworks if they spend more in

R&D and marketing

Weaknesses

Suspicion of customers about Ijob

Not provide fully services such as

headhunter, survey,.. For clients

Ijob strategic positioning

It is critical for Ijob.go.vn to identify brand positioning to be more differentiated to

compete with Vietnamworks and other website competitors.

The most important thing of differentiation is to identify their Possible Selling Points,

which is mostly focused in:

Friendly-user layout

More effective and faster search engine Easier in posting and searching job

offers and CV of high qualified candidates

More options for customer with Video CV feature differentiated from current job

seeking websites in Vietnam

Multi-functional online job seeking website

High quality job and CV database- Global brand: Advantages of having huge

database of good job offers from prestige companies/ employers and more than

that, chances for job-seekers to work for overseas companies in other countries

to be more suitable with challenge taker and become global brand.

Ijob positioning

MARKET COMPARISON- COMPETITOR ANALYSIS

No. Website

Job and CV database

quality Rated Web function Rated

Service

quality Rated Reputation Rated

Total Points

(1-5) 5

Points

(1-5) 4

Points

(1-5) 3

Points

(1-5) 2

1 Vietnamworks 4 20 5 20 5 15 5 10 65

2 Kiemviec.com 3 15 4 16 3 9 4 8 48

3 HR2B 4 20 4 16 3.5 10.5 3 6 52.5

4 Timviecnhanh.com 2 10 3 12 4 12 4 8 42

5 Ungvien.com.vn 2 10 2 8 2.5 7.5 1 2 27.5

6 Careerlink.vn 2 10 2 8 2 6 1 2 26

7 chonviec.com 1 5 2 8 1 3 2 4 20

vieclam.24h.com.vn

jobsvietnam.com.vn

vinacareers.com

viechay.vn

sieuthitimviec.com

vieclam.vnexpress.net

1001vieclam.com

vieclam.tuoitre.vn

vncomputerjobs.com

cohoivieclam.com

8 Ijob 4 20 5 20 5 15 4 8 63

Ijob positioning

Vietnamworks

Kiemviec.com

HR2B

Timviecnhanh.com

Ungvien.com.vn Careerlink.vn

chonviec.com

Ijob

0

10

20

30

40

50

60

70

0 2 4 6 8 10 12 14 16 18 20

Po

ints

Rank

Project positioning

Target users

Senior students Unemployed

Challenge taker

Customer insights

Job-seeker

What they need?

- Recruitment information from prestige companies

- Network and relationship

- Job application and interview instruction

- Skill training

- Motivation

How to access them?

- Online marketing (SEO, Website, Online banner, Online seeding on social network,

Video seeding) on internal VTC and external websites

- Networking (Word-of-mouth)

- Advertising (Printed Ads, Online banner, LCD Ads in commercial and office

building, TVC in cinemas) on internal VTC and external channels

- PR (Press and Online news) on internal VTC and external channels

- Events and Activations (Job fairs, Job consulting day, seminar in universities etc…)

• Characteristics: Enthusiastic and eager for success; Want to express themselves

• Desire to work in big company

• Need more skill training

Just graduated

• Characteristics: Lack of motivation, low-spirited

• They need sharing and support to start another journey

Unemployed • Officers/ Junior and Senior executive, professionals

• Characteristics: More than 2 year working experience; Lack of motivation because of their routine work or working environment.

• Want to seek for another job with challenges and more benefit.

Challenge taker

Job-seeker- Customer insight

Target clients – firms with demand in hiring

Customer insights

Employers/ Companies

What they need?

- High quality manpower from qualified list of candidate

- Business network and relationship

- Consultancy and support in recruitment process

- Skill training courses

- Full range of HR services: head-hunting, recruiting, announcement on hiring

requirement, contacting, prior interviewing and selecting candidate

How to access them?

- Direct marketing (Email marketing, Direct Mail, Brochure, Tele-marketing)

- Events (Seminar, Networking parties for CEO and HR manager community…,

sponsored events etc…)

- Online marketing (SEO, Website, Online banner, Online seeding on social network,

Video seeding) on internal VTC and external websites

- Networking (Word-of-mouth)

- Advertising (Printed Ads, Online banner, LCD Ads in commercial and office building,

TVC in cinemas) on internal VTC and external channels

- PR (Press and Online news) on internal VTC and external channels

Marketing strategy

Strategic development

Partnership with small HR companies in Vietnam to provide better services

- Partnership with small HR companies including those with small online job seeking

website or those who are strong in offline head-hunting services with good database

but bad online services in early stages, these partners can share profit with us by

providing clients with offline HR/ hunting/ database services and we offers online HR

services

- Focus in branding

- Significantly develop in high quality job and CV database, relationship with big

companies (HR managers and CEO network)

- Take advantages of internal network within VTC for marketing and sales activities

Acquire small HR companies in Vietnam to develop the market share

- Acquire those small HR companies

- More direct marketing and sales

- Full range of HR services: head-hunting, recruiting, announcement on hiring

requirement, contacting, prior interviewing and selecting candidate, Skill training

courses

Direct compete to Vietnamwork

- More efforts in marketing and sales

- Continuously upgrade website with more key features

Marketing plan

Marketing objectives

Create and increase brand awareness

Position Ijob as the one of the top online job seeking website in

Vietnam, direct competitor of Vietnamworks

Increase numbers of qualified candidate and job offers

Support sales to increase revenue from providing HR services to

clients

Together with sales to reach the target of:

- Phase 1: 10,000 CV, 1000 jobs.

- Phase 2: 30,000 CV, 2000 jobs

- Phase 3: total 60,000 CV, 3000 jobs

Marketing phases

Phase 1

• Build awareness

• Build traffic of website

• Attract people to join in

• Attract clients in searching and posting

Phase 2

• Increase brand awareness

• Increase traffic

• Build up customer services

• Start sales

Phase 3

• Increase sales

• Keep relationship with clients

• Bring IJob to top of Vietnam

Marketing tools

Banner Ads

Full-page

Banners

Branded

Mobile Phone

Sites

iTV

Elevator Advertising

Household PDAs

Branded Sceens Viral Mail

Branded Games

Mobile Mkt.

PDAs

PVRs

Telematics

Screens on

Exercise Bikes

Image Content Scanner

Bar Code

Scanner

Branded CDs

Branded Web Content

Outdoor

Mail

Retail Point of Sale

Face-to-Face

Delivery

Fulfillment

Event/

Sponsorships Magazines

Radio

Television

Telemarketing

Fax

Customer

Service

Newsprint Placement/

Product

Sampling

I d e a

Press conference

Event party for clients

Activation at universities

Online marketing

Internal marketing -

WOM

PR

Phase 1

Advertising (printed/ online)

Phase 1

Marketing phase 1

Action plan – Phase 1

This is the period for senior students who want to seek opportunities for their

career.

It's also our advantage to launch this product with the perfect functions,

Especially support from Go.vn and internal channels. Press conference for

announcement, event party for clients who are HR managers to introduce Ijob

as a faultless option.

Activation campaign to be aim at students from 15 universities.

Promotion event of internal channel such as VTC SMS, VTC mobile, VTC TV

channels offered to clients.

Internal marketing campaign for TVC community

Action plan – Phase 1

Duration: From May to June ( detail is attached in excel file )

Marketing tools

Advertising: online banner on top websites, forums and Yahoo Messenger and

offline on mass media to drive traffic of website

SEO

PR: online and offline PR after official launching. Online PR to attract users join

in community.

Direct marketing: Email marketing

Online seeding/ Video seeding on top forums/ social network (internal and

external)

Maximize all the internal channels of VTC for launching product completely.

1- Advertising

Purpose:

- Online advertising is important as it will drive the traffic to Ijob directly when

users are surfing on the internet

- Offline advertising is powerful for creating and increasing brand awareness

during the early introduction of Ijob to the market

Duration: From May to June ( detail is attached in excel file )

Marketing activities:

1) Online banner on top websites, forums and Yahoo Messenger and offline on

mass media to drive traffic to the website

2) Maximize all the internal channels of VTC for launching product completely.

3) LCD Ads in high traffic commercial and office buildings in HCMC and Hanoi

4) Posters and TVC in cinemas of HCMC and Hanoi

5) Using customised online banner such as I-frame (make Ijob banner as a part of

that websites/ forum with updated contents: new CV, hot job offers etc… or

make it like a job search engine)

Estimated budget:

2- SEO

Purpose:

Duration: From May to June ( detail is attached in excel file )

Marketing activities:

1) Google Ads Word

2) Add in top keywords to increase rank in google search results

3) Adding customised search engines of Ijob in other VTC internal websites and

some high traffic external websites which many target users visiting everyday

such as Vnexpress.net, forums such as: openshare, diendantinhoc… with

specific topics in new job offers

Estimated budget:

3- Events

Purpose:

Duration: From May to June ( detail is attached in excel file )

Marketing activities:

1) Pre-launching press Conference

2) Official launching event

3) Cocktail party for clients (HR managers and CEO) to create and enhance

business network as well as develop high quality job database

4) Seminars about HR

5) Activations and job fairs/ seminars for job seekers

Estimated budget:

4- Online seeding

Purpose:

Duration: From May to June ( detail is attached in excel file )

Marketing activities:

1) Online seeding with topics on "hot job offers" in top forums

2) Online seeding/ Video seeding on internal and external social networks and

websites

Estimated budget:

5- Direct Marketing

Purpose:

- To increase brand awareness

- To introduce about services

- …

Duration: From May to June ( detail is attached in excel file )

Marketing activities:

1) Sending email to job-seekers

2) Email to potential clients

Estimated budget:

6- Internal Marketing

Purpose:

- Marketing activities within VTC

Duration: From May to June ( detail is attached in excel file )

Marketing activities:

1) Online seeding with topics on "hot job offers" in top forums

2) Online seeding/ Video seeding on internal and external social networks and

websites

Estimated budget:

Seminar for challenge taker

Event/ sponsorshi

p

Online marketing –

online contest

Viral marketing –

external WOM

PR

Phase 2

Online

advertising

Phase 2: From July to September ( detail is attached in excel file )

A period for graduated students and unemployees. Career festival in TPHCM

and Hanoi in order to increase brand image to clients and the qualified

candidates.

Seminar for brand manager, sales manager, business development to

increase IJOB image in their mind.

Sponsor for seminar of global company as IBM, microsoft, HSBc,..Directed to

candidates from IT, banking,..

Launching the unique function “video CV” website for guiding how to use and

create Video CV especially new members.

Action plan – marketing tools

Phase 2: From July to September ( detail is attached in excel file )

Online marketing: Online contest" your CV, your life" to get people join in and

show their ability to employer, simultaneously boost brand image as a

professional

Online banner, online seeding follow up with contest to annouce popularly

Email marketing and Pr plan to promote contest

Viral marketing such as " Catch the opportunities to get oversea jobs in USA,

Australia,.."

Video clip on Youtube, website.

Internal media communication of VTC channels.

Action plan – marketing tools

Seminar for Clients

Event/ sponsorship

Online marketing – customer services

Sales promotion

Year end party for clients to keep

relationship

PR

Phase 3

Phase 3: From September to January

• During this period, IJOB will meet with serious difficulties because of low demand in hiring and

employees do not change their jobs. This phase just keeps building brand image and

relationship with clients.

• Seminar about "Professional skill in HR career" for target customers " HR manager" in order

increasing brand image and relationship.

• Year end party in order to say “thanks” and keep relationship with clients to be aimed at

demand for seeking talent after Tet holiday.

• Sales promotion to boost sales

• Internal marketing campaign with VTC channels

• Online marketing: email marketing, online banner about seminars

Action plan – marketing tools

Thank you