MKT Research 2023 For Mobile Application

MKT Research

1. Hoang ANH TU Pham Thi MINH PHUONG Du Thi THUY DUNG Le Thi ANH NHI Le Nguyen NGOC THANH MARKETING RESEARCH 2023 FOR MOBILE APPLICATION GROUP 03 MMSS17 Professor FABIENNE BERGER-REMY

2. AGENDA 1. OUR CURRENT STATUS - Evaluating 2021&2022 - Proposing Idea 2. OUR MARKET REACH FOR NEW IDEA - Outcome expectation - Zoom in per Method

3. 1. OUR CURRENT STATUS 1.1 Evaluating 2021&2022 After Covid 19 – New Chapter 2021 The year of change 2022 The new normal period OUR CHALLENGE OUR SOLUTION Online behavior is new normal behavior Consumers is more engaging & high demand on services. => Fact: What is your top priority: 45.9% customer experience , 33.6% product and 20.5% pricing (based on Gobranding article) Enhance Online shopping experience by: - Expanding online store on community app: Zalo - Integrating payment service with Bank, E-Wallet - Improving customer & delivery service Rapidly changing of buying behavior in Gen Y&Z to online platform : e-com, social pages, i n which mobile devices are used the most. => Fact: increase 29% compare to 2020 12% (based on PWC research) Decreasing spending cost by closing the low value offline stores Increasing Brand image on social campaign & open the online store on e-com websites: Shopee, Lazada OUR ACHIEVEMENT 19,547 BILLION VND (+11.6% compared to 2020) 33,876 BILLION VND (+73.3% compared to 2021) Mấy số liệu này có cần note source (link hoặc internal source) ko pà kon?

4. 1. OUR CURRENT STATUS 1.2 Proposing Idea PNJ Online Store PNJ is well-adapting to the trend of online buying. However, the long-term risk we can see that The Brand lack of official Online Hub where they can: Increasing their product experience with innovative technic Enhance the quality of service Completely control the data of customer to support for short-term promotion as well as long-term strategy Online hub hay mobile app vì wesbite cũng đã là online hub

5. 1. OUR CURRENT STATUS Three main functions and purposes PRODUCT EXPERIENCE - Increasing social awareness Using AR technic to create the virtual products for users trying and promoting these pics to social platforms SERVICE EXPERIENCE - Integrated many kinds of service in one channel to enhance the conveniences & quality on customer journey. LOYALTY EXPERIENCE - Increasing Data management to make an in-depth relationship to customer as well as support for business research

6. 2. OUR MARKET REACH 2.1 Outcome expectation We will use three type of research to qualify three main concerns: How many people will download this App How they engage with App functions What type of influencer will have a good impact

7. Goal: Describe how many gained customers welcome and be willing to experience of purchasing and getting care services on PNJ mobile app Make clusters of products/collections, promotions when purchasing via app Method: Quantitative surveys: structured design questionnaires, quota sampling Sample size : 1000 participants Sampling method: Quota sample Profile : Male & Female , Gen Y & Z: 20 to 35 , living in Vietnam . Criteria for people: interest in Jewelry, PNJ shopper. Duration: 4 weeks Data collection device: Face to face (PJN stores intercept) or Internet (Social media) to do survey questionnaire Estimated Budget: 10.000$ Key subjects: De mographic Purchasing behaviour Acceptance level 2. OUR MARKET REACH 2.2 DESCRIPTION RESEARCH: Quantitative Surveys THREE HYPOTHESIS for testing 1. “Gen Z easy to accept new concept of purchasing PNJ via app” ( Attitude test) 2. “Consumers accept to purchase products bellowed 3 MVND via app” (Product test) 3. “Consumers want to experience AR Try-on tech on app before purchasing” (Concept test) “ “

8. 1/ What is your age? Bellowed 20 20 - 28 2/ What is your gender? Male Others 3/ Where is your working place? Hanoi Da Nang 2. OUR MARKET REACH 2.2 DESCRIPTION RESEARCH: Quantitative Surveys 1/ How many times did you purchased via app in last 2 weeks ? 1 - 2 times 3 - 5 times 2/ What kind of products/services did you purchase via app ? Food/ drink Household appliances Clothes/ foot wearing Mother & baby Book 29 - 35 Above 35 HCMC Others Females 5 - 10 times Above 10 times Office items Accessory Beauty care Decoration items None of those DEMOGRAPHIC PURCHASING BEHAVIOUR

9. 2. OUR MARKET REACH 2.2 DESCRIPTION RESEARCH: Quantitative Surveys 1/ Have you ever purchased jewelry & watch via app? Yes Not yet 2/ If not yet, would you try our new app concept ? Yes, willing to try I’m not sure No 3/ What is limitation of budget you consider to purchase via app? Bellowed 1 MVND Bellowed 3 MVND Bellowed 5 MVND Bellowed 7 MVND Higher 4/ For premium product, do you want to check our collection by AR Try-on tech on app before purchasing offline? Yes I’m not sure Not necessary ACCEPTANCE LEVEL

10. CONCEPT TEST Focus Group on app PNJ Customer can experience the app through a tablet Customer rate satisfaction through questionnaires Collection device: questionnaires on tablet Moderator will discuss with respondents about their experience Collection device: take note from moderator Function Objective Outcome AR technic Increase brand awareness Increase customer knowledge about the product & interaction on social networks All in one Integrated Service improve brand engagement Increase the convenience in the process of online shopping experience through the PNJ app Data management Build brand loyalty Increase the number of promotions used and collect, analyze database 2. OUR MARKET RESEARCH 2.2 CONCEPT TEST RESEARCH: Focus Group

11. Sample size : 168 participants Profile : Male(10%) & Female (90%) , Gen Y& Z: 20 to 35 , living in key cities: Hồ Chí Minh, Hà Nội, Hải Phòng, Đà Nẵng, Cần Thơ. Criteria for people: PNJ shopper. Duration: 2 weeks Research Assets: Meeting Room & Tablet Estimated Budget: 10.000$ City # Showrooms #Groups # Respondents/ group Total (N=168) Hà Nội 2 8 6 48 Hồ Chí Minh 2 8 6 48 Hải Phòng 1 4 6 24 Đà Nẵng 1 4 6 24 Cần Thơ 1 4 6 24 2. OUR MARKET REACH 2.2 CONCEPT TEST RESEARCH: Focus Group

12. SHOWROOM Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Day 12 Day 13 Day 14 Hanoi Ho Chi Minh Hai Phong Da Nang Can Tho CONCEPT TEST 8 Groups WHEN? TIMELINE SURVE: 2 WEEKS DURATION: 2 – 4 HOURS/GROUP 4 Groups 8 Groups 8 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 4 Groups 8 Groups 8 Groups 8 Groups 4 Groups 4 Groups 4 Groups 4 Groups Flexible timeline Non-ideal timeline Questionnaire Answers 1/Which function do you like the most? A. AR technic B. All in one integrated service C. Data management 2/ For AR technic function, which feature do you like the most ? A. Virtual Try-on any jewelry piece on your hand, finger, neck, earlobe. B. Ring Stacking with Virtual try-on or stacking multiple rings on a model’s hand. C. Compare multiple style in different places 3/ For All in one integrated service, which feature do you like the most ? A. Consulting customers by voice ( Same Siri). B. connection with the customer care team at the showroom. C. Group counseling (group of friends, family members) 4/ For loyal experi ence , which feature do you like the most ? A. Send notification to email, phone number. B. Earn points by QR (Noted: fast, convenient, customers do not need to enter information many times) C. shopping cart (customers can choose the products they like, and save them on the cart, before deciding to buy) 2. OUR MARKET REACH

13. Goal: WHAT TYPE OF INFLUENCER WILL PROMOTE PNJ APP Manipulated variables: Favorite type of Influencer, Effective Social Platform Outcome variables: intention to download, main factors attracting customer Sample size : 300 participants Sampling method: Convenience sample (Respondents are selected because they happen to be in the right place at the right time) Profile : Female , Gen Y & Z: 17 to 35 , living in Vietnam . Criteria for people: interest in Jewelry, PNJ shopper. Duration: 3 weeks Research Assets: 2 videos & 1 google form Data collection device: F2F (in-home) to do survey questionnaire after watching a short video with main character using & introduction PNJ app which saving in researcher smartphone. Estimated Budget: 5.000$ 2. OUR MARKET REACH 2.3 CAUSAL RESEARCH TWO HYPOTHESIS for testing 1. “Which type of Influencer help consumers download app more? 2. “Which type of social platform in which Influencer appear help to increase download rate? “ “

14. Instagram Facebook Tiktok KOL (Key Opinion Leader) 50 KOL video/ Web 50 KOL video/ FB 50 KOL video/ Tiktok KOC (Key Opinion Consumer) 50 KOC video/ Web 50 KOC video/ FB 50 KOC video/ Tiktok Type of Influencer Type of platform Influencer appear 1/ What is your initial reaction when you see the promotion in this platform? I like it Normal I’m not sure I like it or not Too bad 2/ Do you want to experience with this app like the main character in this platform? Yes No 3/ Which factors do you think that make you want to try this app? Main character is famous New functions Be attracted by discount/ preferential Be persuaded by their real experiences None of it is 4/ Would you like to try to download app on your smartphone ? Yes I’m not sure No 2. OUR MARKET REACH 2.3 CAUSAL RESEARCH

15. PNJ Annual Report 2021 – Miracles from pressure: https://cdn.pnj.io/images/quan-he-co-dong/2022/3-Bao-cao-thuong-nien-2021-V3-EN.pdf 9 development trends for mobile application in 2023: https://www.brandsvietnam.com/congdong/topic/329521-Bat-mi-9-xu-huong-phat-trien-mobile-app-nam-2023 PNJ customer service successful case study in Zalo – Vietnamese communication app: https://www.pnj.com.vn/blog/thanh-cong-cua-pnj-tren-zalo-nhung-li-do-khien-ban-phai-bam-theo-doi/?gidzl=VmS-2vRGTGXr6pS4cSbr2diSDm6EcoSAOnri08sPBmnXJJa2Zvz-06qOD5c7p7PGFaemMZdRvNCwbTDq0W Users change their behavior to approach brands and shop online https://vneconomy.vn/nguoi-dung-thay-doi-hanh-vi-tiep-can-nhan-hang-mua-sam-online.htm The Factors are influencing online shopping decisions https://vneconomy.vn/yeu-to-tac-dong-quyet-dinh-mua-sam-online.htm Consumer outlook improves despite difficult environment https://www.pwc.com/vn/vn/publications/vietnam-publications/consumer-insights-survey.html PNJ announced the profit in 2022, exceeding 36.9% of the plan https://nhipsongkinhdoanh.vn/pnj-cong-bo-loi-nhuan-nam-2022-vuot-369-ke-hoach-post3106541.html Consumer behavior trends on the Internet 2022 https://gobranding.com.vn/xac-dinh-xu-huong-hanh-vi-nguoi-tieu-dung-tren-internet/ OUR REFERENCE SOURCE

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