Developing Online Promotion Mix For Mobile Application

Abstract

The proliferation of mobile phones has led to a growing number of mobile applications on the market. As a result, the mobile application market has been more competitive than ever with many players. This requires any mobile application company to adopt a strategic online promotion mix to increase its market share and user base. Company X is a mobile application company whose main product is a mobile web browser called product X. Product X aims at providing better browsing experiences to the users. The company is expanding its market in Vietnam and looking forward to increasing the user base for product X. The thesis attempts to develop a new online promotion mix for product X to achieve its objectives by reviewing literature and practices about online promotion tools. The author employs qualitative method and deductive approach in the research. Data is obtained from both primary and secondary sources. Primary data is collected through an unstructured interview with the country manager and the author’s observations. Secondary sources vary from books, articles, journals to industry reports. Theoretically, the author reviews SOSTAC planning process which is used as the framework for the thesis. The concepts of Internet marketing and online promotion tools are also explained clearly. In the empirical part, the author analyzes the company situation in terms of the company itself, competition, industry environment and demand. The objectives and the strategy are examined carefully. Later, the current online promotion mix is described thanks to information provided by the manager. Based on the Case Company’s analysis and theoretical reviews, the author comes up with a new online promotion mix for the company to apply in its marketing plan in 2014. In short, the thesis develops the new online promotion mix for the Case Company to acquire more users and grow its market share.