1. Thy TrangVn AnhHong GiangThy GiangKim TuynThnh TiuHong MinhMinh Hiu Ngc Tr

2. GII THIU TI ti:Xy dng k hoch Digital MarketingGame Tiu V LmGame do Vinagame t sn xut v trin khai 3. NI DUNG1. Phn tchth trng2. i thcnh tranh4.Mc tiuMarketing3. Phn tchSWOT5. Mc tiuDigitalMarketing7. K hoch 8. nh githc hin6. Khchhng mctiu 4. PHN TCH TH TRNG 5. PC games v Web games th trng game ang dn u72,1%67%ang phttrin nhanhPHN TCH TH TRNG 6. PHN TCH TH TRNGDanh mc cc sn phm Game tiu biuTH TRNG SN PHM THNG TIN S LCang dn u web gameV lm chi mng n v pht hnh: VNGLng users: ~ 840.000Phong vnn v pht hnh: VNGLng users: ~ 810.000ang pht trin mobile gameIwinn v pht hnh: iwin onlineLng downloads: hn450.000 7. Xu hng pht trin ngnh game Vit Nam 2014 2017Xu hng cng ngh S thay i ca cu th trngNhu cu gii tr ca th trngPHN TCH TH TRNGTheo VinaGame 8. PHN TCH TH TRNGCu v th trng Game ti Vit NamCu gii tr ti Vit Nam c xu hng tng trng v thay i v quym. Gia tng xu hng chi game trn my tnh bng (47,8%) vsmartphone (18,8%) so vi nm 2012.Bo co t Newzoo Vietnam mobile game trend report 2013 9. Phn tch th trng Game Vit Nam tui Gii tnhMc sng ngh nghip trnh hc vna im chi GamePHN TCH TH TRNG 10. PHN TCH TH TRNGPhn tch th trng Game Vit NamLi ch nh gi (%)S ng cm 53,5Tt cho sc khe 21Phn x tt cho mt 48Gim cn 18,5Tng th lc 7To cm xc tt 56Mt cch gio dc tt 33Gim au 42Khm ph bn thn 60,5ng c chi gameYu t quyt nh la chn gamenh gi v li ch ca vic chi game 11. PHN TCH I TH CNH TRANH 12. PHN TCH I TH CNH TRANHKhong 600.000users trung thnh Giao din bt mt,ng xu hng gamenhp vai chin thut.- C hiu phngthc chi C nn tng nidung, to c skhc bit.Chn Long Ging Th 13. PHN TCH I TH CNH TRANHNi dung mang xu hngphng Ty Li th v thng hiu,cng ngh. Ni bc v hnh nh vthao tc chi kt hp gianhp vai v dn trn. To hnh nhn vt hpdn. Giao din c th so snhc vi mt s gamechy trn PC.Thn Khc 14. Ni dung c scht ln gn linvi b truyntranh One Piece Thng hiu,cng ngh ch tohnh nh. Chi trn nhiuplatform. Thaotc chi nginPHN TCH I TH CNH TRANHVua Hi Tc 15. Phn tch SWOT i th cnh tranh Tnh cnh tranh cao. Th trng ang bo ha Cc cng ty Game angqung co rt mnh Xu hng Game trn mobileang pht trin nhanh Xu hng webgame honhp c th loi kt hpgia nhp vai v dn trn. Xu hng ang ng h thtrng game ni a. Xut hin 2 nm Khduy tr lng user nh c Khng update nhiu phinbn mi Gy nhm chnvi ngi chi. Thng hiu, cng ngh To hnh nhn vt hp dn Ni dung c sc ht, gnlin vi cc b truyn tranh Giao din n nh, bt mtimmnhimyuThchthcC hi 16. Quy m th trng Game Tiu V LmNh sn xut VNG VinaGamenh dng Game Game 2D Web game Game mobileTh loi Game nhp vaiPlatform Game360, vuigame, zingme 17. PHN TCH SWOT TIU V LMS W- Thng hiu, cng ngh- To hnh nhn vt hp dn- Ni dung c sc ht, gnlin vi cc b truyn tranh- Ni bt vi hnh nh nhnvt Chibi- Thao tc chi n gin- Cng ngh sn xut chatheo kp cc nh sn xutnc ngoi.- Vng i th loi gamengn (trung bnh 3-4 nm)- D gy chn nu khngcp ci tin thng xuyn- C hi th phn cho nhsn xut game ni a- Xu hng s dng hngVit.- Pht trin phin bngame trn mobile- Tnh cnh tranh cao.- Th trng ang bo ha- Chuyn ti ni dung cttruyn to c s thu ht- Phi t mc ch doanhthu nm u tinT O 18. GI TR SN PHM 19. MC TIU MARKETINGMc tiu doanh thu: 135 t VN/3 nmS lng ngi chi duy tr: 500.000 acting users/thng 5% tikhon acting users tr tin.S tin trung bnh 1 ti khon ngi chi b ra: 150.000 VN/thng.Gp phn qung b v xy dng nn tng cho dng game chnhthng do VNG sn xut.Xy dng cng ng V Lm Chi Bi khch hng trung thnhTo li th cho vic pht hnh phin bn Tiu v lm trn mobile. 20. MC TIU DIGITAL MARKETINGDuy tr slngngi chi500.000/ThngTng slngngi chimiAvg 250.000Doanh thut DigitalMarketing67.65 TVNBc uxy dngcng ngV LmChibiQung bvic phthnh VLm Chibitrn MobileMc tiu tng qut 21. Mc tiu theo lch trnhMC TIU DIGITAL MARKETINGJan Feb Mar Apr May JunRelease A30 = New Reg 30A30500,000 500,000 500,000 500,000 500,000 500,000Churn 30 70% 50% 50% 50% 40%New register 30500,000 350,000 250,000 250,000 250,000 200,000Conversion rate 30 5% 7% 5% 5% 6% 8%Paying users 3025,000 35,000 25,000 25,000 30,000 40,000Avg paying150,000 200,000 150,000 150,000 150,000 200,000Rev3,750,000,000 7,000,000,000 3,750,000,000 3,750,000,000 4,500,000,000 8,000,000,0006% 10% 6% 6% 7% 12% 22. Mc tiu theo lch trnhMC TIU DIGITAL MARKETINGJul Aug Sep Oct Nov DecRelease A30 = New Reg 30A30500,000 500,000 500,000 500,000 500,000 500,000Churn 30 40% 50% 50% 50% 50% 50%New register 30200,000 250,000 250,000 250,000 250,000 250,000Conversion rate 30 8% 8% 5% 5% 5% 7%Paying users 3040,000 40,000 25,000 25,000 25,000 35,000Avg paying260,000 250,000 150,000 150,000 150,000 150,000Rev10,400,000,000 10,000,000,000 3,750,000,000 3,750,000,000 3,750,000,000 5,250,000,00015% 15% 6% 6% 6% 8% 23. Sales ForecastMC TIU DIGITAL MARKETING 24. KHCH HNG MC TIUNam &N15-22 tuiHc sinhcp 2,3, svSng thnh th:TPHCM,HN, NThu nhpdao ng1.700.000/thngThchkhm ph 25. KHCH HNG TIM NNGKhch hng trungthnh vi webgameKhch hng c chigame mobileKhch hng mi chigameKhch hng chatng chi game 26. PHN TCH KHCH HNGHot ng trn internet Cc hot ng, hnh thc gii tr yu thchC cu mc chi trung bnh 27. K HOCH THC HI.N 28. Chin lc ni dung k hoch pht trinDuy tr, to sc ht cho game,Pht trin phin bn trn mobilea gi tr sn phm n gn vi th trng hnXy dng cng ng TVLPhc v l hi CosplayKt ni th trng khch hng- gi tr sn phmPhc v gii uPht trin cng ng TVLT chc li c cu fans, nh hng cho vic xy dng cng ng TVL 29. Chin lc ni dung k hoch pht trinThi gian Chin lc K hochThng 1- T chc li c cu fan V lmChibi, nh hng xy dngcng ng V lm Chibi.- Phc v gii u.- Bt u kt ni th trngkhch hng vi gi tr snphm- Mng nm mi mng sinh nht Tiu v lm.- Thng bo k hoch t chc li c cu hot ng fan ca Tiu v lm theo bang phi, cp .Thng 2 - Gii thiu gii u ma xun.Thng 3- Cp nht thng tin, kt qu gii u.- Truyn ti thng ip v s khc bit to n tng ca game Tiu v lm.- Cng b kt qu c cu t chc ca cng ng V lm chibi.Thng 4- Phc v chin dch l hicosplay ma thu.- Xy dng cng ng V lmChibi.- a gi tr sn phm n gnvi th trng hn.- Nhn mnh tnh cch (tr trung, yu thch kim hip) v s thu hiu tm l khch hng ca sn phm(mong mun c th hin v ha thn vo nhn vt).Thng 5 - Gii thiu l hi cosplay ma thu.Thng 6- Cp nht thng tin s kin l hi.- Phc v hot ng bnh chn cosplay chibi.- Thng tin kt qu bui casting.- Thng tin v phin bn mobile ca Tiu v lm.- Nhn mnh li ch ca sn phm (gii tr, thao tc chi n gin tng thch vi game mobile), uy tnthng hiu (sn phm ca VNG).Thng 7Thng 8Thng 9 - Pht trin cng ng V lmChibi.- Duy tr v to sc ht chogame th n vi phin bntrn mobile.- H tr tng trng doanhthu.- M rng hot ng ca cng ng V lm chibi hng ti cc cuc thi nh gia cc bang phi.- Thng tin gi - phin bn mobile s c tung ra vo dp ging sinh.Thng 10Thng 11- Cng ng V lm chibi cho n ging sinh v nm mi.- Chnh thc cng b thi im pht hnh phin bn Tiu v lm trn mobile.Thng 12 - Chun b sinh nht ln 3 ca Tiu v lm 30. Cng c digital marketing trong tng th k hochDigitalTools 31. K hoch trin khai cc knh/cng c digitalJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecFacebookZingmeWebsiteYoutubeForumBi PR, boBanner, Richbanner, Google AdsMicrositeKOLs key opinionleaders 32. V tr vai tr cc knh/cng c digital marketing trongtng th k hochKnh/ cng c Nhim vFacebookDuy tr lin tc 1 nm, ln bi hng ngy. Cng giao tip chnh vi fan ca game. Khu vc thng tinhot ng trong 8 thng u nm ca cng ng Tiu v lm. Kt ni thng tin, kt qu vi 2 chindch. Tham gia vo chin dch 2 l hi cosplay ma thu.ZingmeDuy tr lin tc 1 nm, ln bi hng tun. H tr cung cp thng tin cng vi facebook (cc thngbo, thng tin quan trng)WebsiteCng thng tin chnh thc ca sn phm cng thng. Duy tr cc thng tin, thng bo quan trng.m bo thng tin chnh xc, nhanh chng.YoutubeCng youtube i din cho Tiu v lm, cng ng Tiu v lm. Duy tr lin tc 1 nm, ln cliphng tun (trung bnh 2 clip/tun).ForumPht trin sn chi cho cng ng Tiu v lm a bn hot ng ca cc ban phi. Kt ni vi ccforumgame khc: gamek.vn, forum.gamevn.com,Bi PR boH tr thng tin, ni dung 2 chin dch. Nhm vo vic truyn ti gi tr sn phm. Thng tin vvic pht trin Tiu v lm phin bn mobile. D kin: ti thiu 7 bi PR trn 7 knh.Banner/ Rich Google adsDuy tr lin tc thng qua Google Ads. m bo trn 90% mc tiu doanh thu.Micro-sitePhc v 2 chin dch. Cung cp thng tin, kt qu, din bin 2 chin dch. Mi micro-site phc vmt chin dch.KOLs Key opinionleadersPhc v chin dch 2 l hi cosplay ma thu. Tng s lng ngi chi tham gia s kin ny.D kin: Sn Tng MTP Hong Yn Chibi 33. Campaign 1: V Hip nh Cao- Tranh ngi Minh ChMc ch:Campaign 1Campaign 2- Tng mc chi tin cho game- Tng user miThi gian:- 01/01/ 2015 31/3/2015Thng ip:- Tm kim Minh ch cng ngV Lm Chibi 34. Campaign 1: V Hip nh Cao- Tranh ngi Minh ChC s t chc s kin: Gii u tranh ngiMinh Ch V LmThch s ththch, munc th hinbn thn Phn thng hp dn (1 Gii 1: 1macbook pro, 1 Ipad, 1 Iphone 5S; 2gii nh: 1 Ipad; 3 gii ba: 1 Iphone 5S) Ngoi ra cn nhiu gii thng quyi t im tch lyThch snphm cngngh 35. Trin khai trn cc cng c 36. Campaign 2: Sn boss nhn qu ngay Cosplay ngay nhn vtMc ch:- To khng gian giao lu chothnh vin- Tng user mi- Tng mc chi tin cho game- To s kin qung b Tiu V Lmtrn nn tng mobileCampaign 1Campaign 2Thi gian:- 01/6/ 2015 31/8/2015Thng ip:- L hi cosplay ma thu, sn chicho cng ng Tiu V Lm 37. Event 2: Sn boss nhn qu ngay Cosplay ngay nhn vtNi dung s kin:Sn Tng MTPHong Yn Chibi- To sn chi vui ti, b ch cho cc bn yu thchcosplay c giao lu vi nhau- Mi hai nhn vt c gii tr yu thch hin nay lSn Tng MTP, Hong Yn Chibi tham gia vo s kin,C s gp mt ca Minh Ch V Lm s kin trc.- Cp nht tin tc lin tc v qu trnh chun b, tchc- ng thi t chc cc hot ng ph tng sc htcho s kin (cosplay nhn vt n tng nht, lt bnhchn nhiu nht,) 38. Trin khai trn cc cng c 39. NGN SCHjan Feb Mar Apr may Jun JulMKT budget 413,895,048 221,729,490 221,729,490 266,075,388 473,022,912 614,929,786 591,278,640Target user 350,000 250,000 250,000 250,000 200,000 200,000 250,000CPC Google budget 3,000 80,000,000 60,000,000 60,000,000 60,000,000 200,000,000 250,000,000 250,000,000CPC Google new reg 26,667 20,000 20,000 20,000 66,667 83,333 83,333CPC FB budget 1,050 220,000,000 100,000,000 100,000,000 100,000,000 150,000,000 200,000,000 200,000,000CPC FB new reg 209,524 95,238 95,238 95,238 142,857 190,476 190,476Total CPC 236,190 115,238 115,238 115,238 209,524 273,810 273,810Convertion rate 25% 25% 25% 25% 25% 25% 25%Total CPA 59,048 28,810 28,810 28,810 52,381 68,452 68,452Total budget VND 300,000,000 VND 160,000,000 VND 160,000,000 VND 160,000,000 VND 350,000,000 VND 450,000,000 VND 450,000,000CPA input by cross promotion 290,952 134,762 134,762 134,762 (9,524) (73,810) (23,810)CPC input by cross promotion 1,163,809.52 539,047.62 539,047.62 539,047.62 (38,095.24) (295,238.10) (95,238.10)Budget used for other Media chanel 113,895,048 61,729,490 61,729,490 106,075,388 123,022,912 164,929,786 141,278,640PR 1 2 1 1Game K 20,000,000 20,000,000 20,000,000 20,000,000Kenh 14 20,000,000 20,000,000 20,000,000Total PR 20,000,000 40,000,000 40,000,000 40,000,000ForumGame 4PForum.gamevn.comTotal Forum - - - -InfluencerSon Tung 5,000,000 5,000,000Hoang Yen 3,000,000 3,000,000Total Influencer - - 8,000,000 8,000,000Budget remain 93,895,048 21,729,490 61,729,490 106,075,388 123,022,912 116,929,786 93,278,640 40. NGN SCHJul Aug Sep Oct Nov DecMKT budget 591,278,640 221,729,490 221,729,490 221,729,490 310,421,286 221,729,490 4,000,000,000Target user 250,000 250,000 250,000 250,000 250,000 2,750,000CPC Google budget 3,000 250,000,000 60,000,000 60,000,000 60,000,000 80,000,000 60,000,000 1,280,000,000CPC Google new reg 83,333 20,000 20,000 20,000 26,667 20,000 426,667CPC FB budget 1,050 200,000,000 100,000,000 100,000,000 100,000,000 200,000,000 100,000,000 1,670,000,000CPC FB new reg 190,476 95,238 95,238 95,238 190,476 95,238 1,590,476Total CPC 273,810 115,238 115,238 115,238 217,143 115,238 2,017,143Convertion rate 25% 25% 25% 25% 25% 25% 3Total CPA 68,452 28,810 28,810 28,810 54,286 28,810 504,286Total budget VND 450,000,000 VND 160,000,000 VND 160,000,000 VND 160,000,000 VND 280,000,000 VND 160,000,000 2,950,000,000-CPA input by cross promotion (23,810) 134,762 134,762 134,762 32,857 (115,238) 910,000CPC input by cross promotion (95,238.10) 539,047.62 539,047.62 539,047.62 131,428.57 (460,952.38) 3,640,000Budget used for other Media chanel 141,278,640 61,729,490 61,729,490 61,729,490 30,421,286 61,729,490 1,050,000,000PR 1 2 1Game K 20,000,000 20,000,000 20,000,000Kenh 14 20,000,000 20,000,000Total PR 40,000,000 40,000,000 20,000,000Forum 1 1 1 1Game 4P 10,000,000 10,000,000 10,000,000 10,000,000Forum.gamevn.com 10,000,000 10,000,000 10,000,000 10,000,000Total Forum - - 20,000,000 20,000,000 20,000,000 20,000,000InfluencerSon Tung 5,000,000 5,000,000Hoang Yen 3,000,000 3,000,000Total Influencer 8,000,000 8,000,000 -Budget remain 93,278,640 13,729,490 41,729,490 41,729,490 (9,578,714) 41,729,490 1,050,000,000 41. O LNG NH GI 42. Tiu ch:- nh gi hiu qu hot ngda trn Mc tiu Marketing- nh gi Hiu qu s dng ngn schMarketingdatrn ch s: Cost Per engage, cost per action, ROI.- nh gi th trng (so snh vi cc i th cnh tranh)qua cc ch s:alaxa rank, traffic, % Reach, page view, time onsite, % Bounce, % Pageview, Pageview per user, % search.- nh gi mc hi lng ca khch hng bng cch khost kin thng xuyn.Cng c:http://www.alexa.comGoogle analyticH thng qun tr siteO LNG NH GI 43. Chi tit nh giO LNG NH GIThng 1 Thng 2 Thng 3 Thng 4 Thng 5 Thng 6Facebook CPC 209,524 95,238 95,238 95,238 142,857 190,476Convertion rate -Duy tr 25% 25% 25% 25% 25% 25%A30 52,381 23,810 23,810 23,810 35,714 47,619Fans and Followers 50,000 60,000 72,000 86,400 103,680 124,416Like in 1 post 0.005% 0.006% 0.007% 0.008% 0.009% 0.010%Comments 0.001% 0.002% 0.003% 0.004% 0.005% 0.006%Share 0.0025% 0.0027% 0.0029% 0.0031% 0.0033% 0.0035%Zingme CPC 581,904.76 269,523.81 269,523.81 269,523.81 (19,047.62) (147,619.05)Convertion rate -Duy tr 25% 25% 25% 25% 25% 25%A30 145,476 67,381 67,381 67,381 (4,762) (36,905)Website Tng Traffic 10% 30% 40% 20% 20% 30%Duy tr Bounce rate 40% 30% 30% 40% 30% 30%Tng Time on site 30% 40% 40% 30% 30% 40%Youtube Tng Subcribes 20% 30% 30% 30% 30% 40%Forum View topicCommentPosition of the topicBanner/ Rich banner Google AdsImpression 2,666,667 2,000,000 2,000,000 2,000,000 6,666,667 8,333,333CTR 1% 1% 1% 1% 1% 1%CPC 26,667 20,000 20,000 20,000 66,667 83,333CPA 6,667 5,000 5,000 5,000 16,667 20,833Micro-site Tng Traffic 20% 30% 40% 20% 30%Duy tr Bounce rate 40% 40% 40% 40% 40%Tng Time on site 30% 40% 40% 30% 40% 44. Thng 7 Thng 8 Thng 9 Thng 10 Thng 11 Thng 12Chi tit nh giFacebook CPC 190,476 95,238 95,238 95,238 190,476 95,238Convertion rate -Duy tr 25% 25% 25% 25% 25% 25%A30 47,619 23,810 23,810 23,810 47,619 23,810Fans and Followers 149,299 179,159 214,991 257,989 309,587 371,504Like in 1 post 0.011% 0.012% 0.013% 0.014% 0.015% 0.016%Comments 0.007% 0.008% 0.009% 0.010% 0.011% 0.012%Share 0.0037% 0.0039% 0.0041% 0.0043% 0.0045% 0.0047%Zingme CPC (47,619.05) 269,523.81 269,523.81 269,523.81 65,714.29 (230,476.19)Convertion rate -Duy tr 25% 25% 25% 25% 25% 25%A30 (11,905) 67,381 67,381 67,381 16,429 (57,619)Website Tng Traffic 40% 20% 20% 25% 25% 25%Duy tr Bounce rate 30% 30% 40% 40% 30% 30%Tng Time on site 40% 40% 30% 30% 30% 40%Youtube Tng Subcribes 40% 40% 30% 30% 30% 30%Forum View topic 5000 6000 7000 8000Comment 250 420 630 800Position of the topic Top 10 Top 10 Top 10 Top 10Banner/ Rich banner Google AdsImpression 8,333,333 2,000,000 2,000,000 2,000,000 2,666,667 2,000,000CTR 1% 1% 1% 1% 1% 1%CPC 83,333 20,000 20,000 20,000 26,667 20,000CPA 20,833 5,000 5,000 5,000 6,667 5,000Micro-site Tng Traffic 40% 20%Duy tr Bounce rate 40% 40%Tng Time on site 40% 40%