By the beginning of 2014, eBrand got started to officially cooperate with the world’s fourth-largest handset maker, offering stylish and intelligent devices for consumers around the world, ZTE Corporation, as a strategic Marketing and Communication partner. This is such a great challenge but worth taking ahead for eBrand.
New comer, huge challenge.
Founded in 1985, ZTE Corporation (formerly Zhongxing Telecommunication Equipment Corporation) is a Chinese multinational telecommunications equipment and systems company headquartered in Shenzhen, China. With operations in over 180 countries, the company is not only a globally-leading provider of telecommunications equipment and network solutions but also a leader in technology innovation, delivering superior products and business solutions to clients all over the world.
Moreover, ZTE Corporation is the world's fourth-largest mobile phone manufacturer measured by 2012 unit sales and the world's fifth-largest telecoms equipment maker measured by 2012 revenues (after Ericsson, Huawei, Samsung, and Nokia Siemens Networks).
With the evolution of mobile industry, ZTE has developed significantly in its handset business and ranked No.4 for both mobile phone and smartphone domains as of Quarter 2, 2013. Besides, ZTE won the fifth place in U.S. smartphone market.
As a part of their expansion strategies, ZTE considers Vietnam as a high potential market while executing the smart terminal development. Hence, at the end of 2013, ZTE decides to have an official coming to Vietnam market because mobile phone manufacturers all have noted the growing tendency of people using low cost smart phones worldwide, including in Vietnam, and they have to get adapted to this. And at the beginning, ZTE will only focus on the segment of low-cost smartphone.
The question for a new comer is how to position their brand among the smartphone market and attract customer’s consideration.
A start from the same value
One feature worth taking into consideration is that ZTE believes in technology innovation as a core value of the company. And so does eBrand. This is exactly what makes the partnership of ZTE Corporation and eBrand.
In order to communicate and position ZTE brand, as a very new comer in such a smartphone market with a wide range of products like Vietnam, eBrand defines three key features that must focus on: trust, awareness and trials. Hence, with the direction of communication “Build the TRUST from the REAL quality of the product”, eBrand creates key activities according to three previous features to help ZTE get access to their target market bed, particularly building an official channel, using social media broadcasting with online activities and using Sampling.vn platform.
Trust: By building a corporate website with well design, eBrand aims to generate a reliable channel in order to not only indicate necessary information about ZTE and their products but also create a well-structured and up-to-date website which may help build trust and loyalty in a long run.
Awareness: eBrand uses both unpaid and paid tools of communication to raise and enhance target audience’s awareness.
· Contact good-technical-reviewers and invite them to use and review the products. Written articles will be used as broadcasting materials to convince customers about the quality and the reliability of the product.
· Spread the awareness widely by ensuring forum, document sharing sites, discussion sites and social network (i.e: Facebook fanpage) always full of information which is utilized from ZTE official materials and well-updated Q&A.
Create online activities – ZTE 4REAL campaign with ZTE devices as attractive prizes to enhance interaction and trial opportunities.
Trials: Utilize sampling.vn platform 7-day trial campaign to give customer more opportunities to try and easier to make decisions.
Sampling.vn is a platform created by eBrand. This is where a company brand name can provide samples to their customers by easy action and without any communication steps.
In short, despite the fact that ZTE has been coming to Vietnam for a short time, it is possible to predict that the brand name of ZTE Corporation can be ensured and maintained because of the right direction of communication and a variety of interaction in both online and offline activities in the near future./.
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