Precise Marketing Strategy of Viettel – With Company Overview

Updated on: Dec 29, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, NTT. In this article, we are going to elaborate on the marketing strategy of Viettel – the largest telecommunications group in Vietnam.

The objective is for Vietnam’s top telecom firm Viettel wants to pioneer a digital society in the country through technology and industry development.

Marketing is an essential part of the company that can change its lifespan. If you are interested in digital marketing training, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy for Viettel in this blog. Before we begin, let us start by learning the company’s story, target audience and digital presence.

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About Viettel –

marketing strategy of viettel - viettel logo

Source – Logos Download

A global Vietnamese telecommunications business with its headquarters in Hanoi, Vietnam, is known as the Viettel Military Industry and Telecoms Group, also known as Viettel Group or just Viettel. The largest mobile network provider in Vietnam is Viettel. It is a government-owned company that is run by the Ministry of National Defense.

With the biggest market share in the Vietnamese telecommunications services market, Viettel Telecom is currently the dominant network operator. Viettel, which started out as a construction firm, has evolved over the past 30 years into a complex of five business segments, including telecommunications and information technology (IT), research and production of electronic and telecommunications equipment, the defence sector, cyber security, and digital services.

Due to its biggest revenue, largest contribution to the State budget, and highest brand value, Viettel is regarded as one of Vietnam’s largest and most effective state-owned firms. Since 2000, Viettel has generated VND 1.78 quadrillion in revenue, with profits of VND 334 trillion, owner equity of VND 134 trillion, and return on equity of 30% to 40%, respectively. 3,500 billion VND have been spent on CSR initiatives by Viettel.

Quick Stats 

CEO Mr Cao Anh Son
CMO Le Tung
Area Served Asia, Africa and USA
Industry Telecommunication
Market Revenue 21.5 trillion
Vision Pioneering the creation of digital societies
Tagline Your way


Marketing Strategy Of Viettel –

The first important step of the Marketing Strategy Of Viettel is market analysis. The selection of the right market or recognised targeted audience, in which the business wants to enter, could lead to the enterprise’s future success, especially for small and medium enterprises. 

Segmentation, Targeting and Positioning 

Viettel uses an STP marketing strategy STP  denoted as Segmentation, Targeting and Positioning. An entrepreneur could not satisfy every person in the market world and so the solution came,  where marketers divide the market into various segments and positions.

The Viettel company will market its products to customer segments that require basic mobile telecommunication services (such as voice messaging, fax, and email) in a single solution. The company will spend their marketing efforts determining which set of features is the most effective for each customer segment. Offering customized quality products to each customer segment at a competitive price level will be one of the marketing goals of TeleSpace.

The next second strategy is Targeting which is a  method to select the right segment and the business must balance the capabilities and resources against the desirability of diverse segments.

The next stage is positioning which refers to a modest tool to build an image in consumers’ minds. 

Positioning is an endless effort by marketing and designing a particular product to fulfil desired requirements of the targeted market.

Marketing Campaigns 


marketing strategy of viettel - marketing campaign

 In Jan 2021, Viettel launched a new Combo package which offers an abundance of bundles for users. Under the current impact of Covid-19, there has been an increasing tendency to save, thus, affordable bundles would encourage customers’ purchasing decisions.

For any brand in Vietnam, Tet is a vital opportunity to show acknowledgement to customers, either through branding activities or promotions which further preserve and ameliorate customer loyalty.

Tet is also the golden period for numerous brands to launch marketing campaigns with huge investments, especially in music videos (MVs), and viral clips, accompanied by sequences of engaging promotions for customers. Challenges arise for Viettel as they need to stand out in a conflicting way, yet under a much smaller budget. During Tet, the search traffic for MVs and Tet comedy generally increases by 1-2 times, particularly “Kitchen’s Gods Show” – with soaring year-end searches, especially in 2020 when the show halted.

Interactive games also increase by 50%, whereas games can efficiently attract consumers because they don’t see games as advertising.

Through ‘Tet Combo’ Viettel wants to give the key message that they can fully embrace and celebrate Tet traditions in modern life by preserving traditional values with technology enhancement.

  • Mytel’s Garawa campaign –

marketing strtaegy of viettel - marketing campaign

Mytel’s Garawa campaign was launched on 5th September 2020. MyGarawa comes from the Burmese word “Ga Ra Wa”, which means to pay respect, reflecting upon the Myanmar season of Thadingyut. Thadingyut is an auspicious time when we pay homage and pay respect to our elders and seniors.

 Mytel introduced the MyGarawa promotion for our valued customers as a new way to celebrate the Thadingyut tradition and share thanks with all our customers during the COVID-19 pandemic in 2020. During the launch of the MyGarawa Game, Mytel became the first telecommunication operator to introduce a jumping game where the character could jump with voice activation “Speak to jump” feature. This feature became a viral sensation that set a trend nationwide during the Stay-at-home period in Myanmar, making MyGarawa a popular mobile game that could be enjoyed by all ages.

MyGarawa game became the most popular and successful game created by Mytel since its launch, able to bring smiles to the faces of our subscribers during a tough and restricted time of COVID-19 in Myanmar. MyGarawa game successfully reached 400k average daily users who were active players during the campaign period of September to December 2020.

  • Vietnam’s Broadband Market –

At the beginning of 2016, the Vietnamese Prime Minister approved a broadband initiative mandating that broadband penetration in Vietnam reach at least 40% by 2020. Amid cut-throat competition in Vietnam’s fast-growing broadband market, mainstream wireline operators are looking for transformation, using the PON technology to offer network access, IPTV, and CATV services.

SEO Strategies 

marketing strategy of viettel - ubersuggest seo screenshot

Source – UberSuggest

According to SEO rankings, organic keywords under 500 are terrible, over 1000 are good, and over 10,000 are wonderful. Viettel has 777 organic keywords, which is not good. Additionally, monthly traffic of over 20,000 is fantastic, and Viettel receives over 42K views per month, which is impressive. This demonstrates Viettel’s average SEO strategy. 

Influencer Marketing

Viettel does not use any kind of Influencer marketing. But they should try this tactic like their competitors for their own benefit.

E-commerce Strategies

Electronic commerce needs to develop technology platforms, and the core product to fully meet three factors. All three elements of the retail industry that Amazon and Alibaba have instilled: the price, quantity, and convenience of products contribute significantly to the success, and growth of exchanges on.

The price is determined by the supplier, pricing policies, business profitability operated by b2c websites, and community marketplace on price. The number of products is determined by the list of goods, the number of suppliers, and the magnitude of the supplier. The level of convenience with the payment of the contribution, the speed of delivery, and the change of delivery policy.

Mobile Apps

  • MyClip for Android TV VIETTEL TELECOM
  • MyClip – Mạng xã hội Video VIETTEL TELECOM
  • TV360 – Phiên bản Mobile VIETTEL TELECOM

 Content Marketing Strategies

Viettel should have content marketing strategies. It increases website traffic, helps to establish authority and trust, creates brand awareness among the customer, helps to develop brand personality, is the way to connect with your audience and is fuel to social media and PR, it supports the conversion funnel, and it helps to improve conversion rates.

This brings us to the end of the marketing strategy of Viettel.

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What’s Unique in the Marketing strategy of Viettel?

Viettel’s motto of action is “thinking not old about what is not new and respectfully honouring the smallest ideas” VIETTEL has built its strategic planning. Love and passion are part of VIETTEL culture like being solicitous, assisting others, and inspiring a passion in each other to deal with challenges.VIETTEL is in fact a good example for any enterprise in terms of planning and executing its strategies effectively.

Digital marketing is important because it connects an entrepreneur with its targeted customers all over the world when they are online, & is effective for all industries. It connects enterprises with targeted customers when they are on Google through SEO & PPC, on social media with social media marketing, & through email with email marketing.

Through digital marketing, we can boost the demand of our customers and influence them to buy our products. It makes it easier to survive in this competitive world of business.

In today’s world, the importance of digital marketing is increasing day by day so to survive in this digital era the first step is to decide the right path of learning. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of Viettel has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Viettel, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of Viettel in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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