CHAPTER AN INTRODUCTION TO PTT SOLUTION., JSC
General information of PTT Solution., JSC
Table 1.1: General Information of PTT Solution., JSC
Trading Name PHU TRUONG TRANG SOLUTION
JOINT STOCK COMPANY Abbreviation: PTT SOLUTION., JSC
Head Quarter 2 nd Floor, 87 Nguyen Thai Hoc, Dien
Address Bien District, Ba Dinh District, Hanoi,
History of establishment and development of PTT Solution., JSC
Founded in 2009 by five passionate students from Hanoi University of Science and Technology, PTT Solution., JSC initially focused on software development and website design Recognizing the rapid growth of mobile gaming, the management pivoted to research and immerse themselves in this industry Between 2014 and 2015, the company achieved significant success with their hypercasual games, further establishing their presence in the gaming market.
Ketchapp - one of the biggest publishers and stood at first place in many countries’ charts such as the US, Russia, Hungary, Netherlands, and so on.
After extensive engagement with the hypercasual gaming genre, PTT Solution., JSC identified several significant drawbacks The short lifespan of hypercasual games, coupled with intense market competition and their simplistic design, hindered creativity and innovation As a result, the management concluded that concentrating exclusively on this genre offered limited advantages and motivation for their development efforts.
Therefore, the management board has decided to shift PTT Solution., JSC’s focus to simulation or idle games ever since to stabilize revenue.
In 2017, PTT Solution, JSC ventured into the idle game genre with their first title, Clicker Racing, investing significantly in game art and features, which established a foundation for future success Following this, they developed additional games and sought collaborations with publishers for prototyping and testing Their breakthrough came in 2019 with Idle Light City, achieving 20 million downloads This success was followed by the release of Idle Digging Tycoon and Idle Success in 2020, both of which garnered positive feedback and substantial downloads.
Since the latter half of 2020, PTT Solution., JSC has been focused on expanding the company across all dimensions Their goal is to create games with rich and meaningful content, while also prioritizing the uniqueness and quality of the final products Additionally, the management aims to enhance the company's image through a more professional and cohesive marketing approach.
PPT Solution., JSC manages and operates in the Agile Scrum model, which is the most optimal managing solution for software developing companies Being a download by : skknchat@gmail.com
Small-Medium-Enterprise (SME) company, this method has shown a lot of help when it comes down to managing different projects with limited human resources.
Figure 1.1: Organizational structure at PTT Solution., JSC
Mr Dang Van Hung Mr Ngo Duc Hiep
Chief Marketing Officer Chief Technology Officer
Marketing Department (Source: The Administration, Administration/HR Department, PTT Solution., JSC)
1.2.2 Functions and mission of departments a Administration/Human Resources
- In charge of administrative tasks: scheduling and coordinating meetings; organizing files, documents, and related paperwork; onboarding; and bookkeeping.
- In charge of recruiting procedure: job posting; contacting candidates; classifying resumes; and scheduling interviews.
- In charge of handling payrolls, budgeting, and managing expenses.
- Organize teambuildings, gatherings, and other bonding activities if needed.
- This department has the mission of maintaining a professional workspace as well as its human culture. download by : skknchat@gmail.com
- In charge of app campaigns for any new products: developing, researching, implementing and managing app campaigns; developing strategies to drive traffic and install rate; and managing social platforms.
- Raising brand awareness through unifying the brand, optimizing the use of social media, planning long-term strategies.
- Acquiring, engaging, and monetizing suite of products
- Planning social content plan and strategies to execute on social platforms.
- Managing and planning marketing budget.
- Studying reports and metrics to better all marketing campaigns.
- This department has the mission of building branding awareness, driving traffic, assuring user click-through-rate (CTR) and install volume. c Technical
- In charge of brainstorming, discussing, researching, and experiencing new ideas for games.
- In charge of developing, maintaining published games or prototyping new games as required from the Project Owner in charge.
- In charge of designing, researching, and conceptualizing game art as required from the Project Owner in charge.
- In charge of testing, assuring game quality, analyzing specifications, and reviewing as required from the Project Owner in charge.
- This department has the mission of building and maintaining the quality and results of mobile game products.
Major Business Activities
- Products: manufacturing of mobile games, developing and maintaining original hypercasual or idle games, releasing game titles by themselves or collaborating with publishers. download by : skknchat@gmail.com
- Services: advising on, designing, developing, and proceeding solutions; system maintenance; and delegation guarantee.
- Solutions: securing system; storing, copying, or recovering database; app monetization.
Business Performances from 2018 to 2020
Table 1.2: Consolidated Income Statement (in miilions VND, except numbers of shares)
(Source: The Administration, Administration/HR Department, PTT Solution., JSC)
Business Environment and Working Culture
PTT Solution., JSC always aims to encourage the company’s working environment and the management board holds a strong belief in human values PTT
Solution JSC aims to create a professional, cohesive, and innovative work environment As a mobile game development company, it emphasizes the importance of both technical skills and creativity in achieving exceptional product outcomes However, the company also prioritizes responsibility and punctuality as essential criteria for evaluating employee performance.
CHAPTER AN ANALYSIS OF BRANDING STRATEGY AT PTT SOLUTION., JSC
Theoretical basics on branding
2.1.1 Theoretical definitions a Brand: an intangible concept that helps people identify a particular company, product, or individual; assists in the creation of brand identities in the marketplace; and is often considered among a company’s most important assets. b Branding:
Branding, as defined by the Cambridge Dictionary, is "the act of giving a company a particular design or symbol to advertise its products and services." However, this definition has evolved, as branding now encompasses a broader range of strategies and emotional connections that shape consumer perceptions and loyalty.
- A process or a way of building a brand strategy, helping brands to approach and speed up the speed of persuading customer behavior in favor of the business.
- Refers to a set of specific actions taken to achieve customers’ perceptions about the brand and makes the brand impressionable to allow customers to know what to expect.
Therefore, to sum up, branding is the ongoing process of defining, generating, and organizing the assets and actions that form a brand's perception in the minds of stakeholders.
Branding is essential for establishing brand awareness, which arises from effective brand recognition through the development of a distinct brand image and voice in the market This awareness fosters an emotional and intellectual connection between the brand and its customers, encouraging habitual purchases and cultivating brand loyalty Ultimately, branding encompasses a series of strategic actions that ensure customers understand the brand's image, role, and values, leading to positive perceptions and engagement.
Branding is essential for enhancing customer perception and fostering positive awareness among potential clients, ultimately encouraging the sharing of favorable brand stories Word-of-mouth advertising serves as a powerful, cost-effective strategy to accelerate brand recognition Establishing brand credibility not only aids in customer retention but also cultivates trust, prompting customers to enthusiastically recommend the brand to others Through effective branding, consumers forge unique relationships with companies, allowing these businesses to leverage customer loyalty for a competitive advantage, which significantly contributes to increasing their market value.
2.1.3 How branding can impact a brand or a company? a Increase business value
Branding plays a vital role in driving future business growth, as a strong brand enhances a company's value and influence within its industry A well-established brand not only solidifies its market position but also attracts potential investors, making it a more appealing investment opportunity.
- Strong brand awareness can convert to the brand’s value itself, this value can then have an impact on the brand influence, shares, price, and so on. b Attract new customers
Branding is a crucial strategy for enhancing brand awareness and recognition, setting a brand apart from its competitors in the market This differentiation fosters a positive brand image that resonates with potential customers, ultimately serving as a cost-effective method for attracting new clientele.
An effective branding strategy not only enhances a company's reputation but also leverages word-of-mouth advertising to attract new customer segments with a positive perception This approach not only encourages these potential customers to purchase products or services but also contributes to increased employee satisfaction and morale.
Working for a reputable company that aligns with an employee's values significantly enhances their job satisfaction and fulfillment.
Employees who take pride in their brand foster a strong commitment to the company, which in turn enhances their interactions with clients and partners, ultimately spreading a positive perception of the brand.
2.1.4 Key components of a branding strategy
- Social Media download by : skknchat@gmail.com
Figure 2.1: The process of building a branding strategy
Discovery Positioning Creative Activation Manage ment
3 (Source: The Administration, Administration/HR Department, PTT Solution., JSC)
Analysis of branding strategy at PTT Solution., JSC
2.2.1 Overview of branding strategy at PTT Solution., JSC a Key takeaways:
PTT Solution, JSC faced branding challenges from 2014 to 2020, as their traditional and minimal approach lacked synchronization and creativity Despite launching successful products and collaborating with notable publishers, the brand's image remained underdeveloped, leading to low attraction from potential job applicants and partners.
Recognizing the need for a brand transformation, PTT Solution, JSC's management board understood that their current brand voice was lacking in energy and appeal To effectively scale the company and meet customer expectations in the competitive mobile gaming industry, it was essential to create a more dynamic, modern, and distinctive brand image.
- Expected results: A rebranding strategy that helps the company gain a more positive impression from its audience; build a polished, professional, and synchronous image. download by : skknchat@gmail.com
Table 2.1: Deployment plan of branding strategy at PTT Solution., JSC
Action Plan Expected Results Highlighted
- Identify advantages and disadvantages of
- Meetings held to current branding strategy interview
- Construct a relatively management board thorough branding
March 15 Discovery Build overall - Research, discuss to strategy
- Generate ideas on March 31 core values, vision statements, mission and direction
- Research and generate ideas, narrow down certain
- Identify customer segments of audience
- Identify target personas audience - Adjust strategy to
Positioning - Develop mission and vision
April 9 - Develop brand's positioning statements vision, purpose, plan - Construct a checklist mission, brand and deployment plan platform and other important key components
- Decide on the formality of the brand name
- Decide on the expectations and
- Discuss the requirements for the synchronization of the set of brand identities brand name and website renewal Develop visual - Generate ideas about - Construct a timeline
April 10 - identities and the set of brand and checklist to
Creative create brand identities and website monitor the process
June 1 touchpoints renewal - Proceed with
- Contact outsource designers to draft, designer and execute discuss, and complete according to the plan the set of brand identities
- Organize a photoshoot to collect visual materials and employee profiles
- Develop a content - Check, complete and implement the strategy marketing strategy
Activation Execute that communicate with
June 9 strategy on high customers efficiently: prioritize touchpoints website, social media platforms, content, June 10 - Manageme Develop a - Develop a marketing - Develop formal
15 long-term content templates and social content schedule tool kit
Now nt brand - Evaluate and track - Build a Google Drive management folder consisting of all
- Adjust and foster plan materials
(Source: Branding Strategy 2021, Marketing Department, PTT Solution., JSC) c Allocated personnel and budget:
Table 2.2: Allocated personnel and budget in PTT Solution., JSC’s branding strategy
Phase Estimated Time Person in Charge Budget Spending
1 - Discover 18 days - Mr Hung – 4,000,000VND
2 – Positioning 8 days - Mr Hung – CMO 2,500,000VND
3 – Creative 51 days - Mr Hung – CMO 38,000,000VND
- Outsource designers (1 for brand identities and 1 for website design)
4 – Execution 40 days - Mr Hung – CMO 18,000,000VND
5 – Management NA - Mr Hung – CMO NA
(Source: Cash Flow, Administration/HR Department, PTT Solution., JSC)
2.2.2 Achievements in the first three-month period
- Core values: Passionate, Goal-oriented, Committed, Courageous and Enjoyable. These values serve as guiding principles for PTT Solution., JSC, and a reminder of actions and decisions.
The five fundamental desires and expectations play a crucial role in shaping a company's communication, effectiveness, and sustainability By establishing clear and practiced values, organizations can foster an authentic and trustworthy culture that enhances their overall impact.
- Missions: “An enthusiastic game studio located in Hanoi that thrives to focus on developing casual games for the mobile world and create wholesome experiences to connect our amazing gamers.”
Our vision is to create exceptional content-driven games that maximize profitability We aim to develop games rich in narrative and challenging gameplay Embracing risks, we are committed to learning and gradually expanding our team to achieve our goals.
March 15 - April 1 18 days Build overall strategy download by : skknchat@gmail.com
April 2 - April 9 8 days - Identify target audience
April 10 - June 1 51 days Develop visual identities and create brand touchpoints
June 10 - Now NA Develop a long-term brand management plan
PTT Solution, JSC utilizes a positioning statement to align its marketing strategies with its branding objectives This positioning statement effectively conveys the brand’s value proposition to its target audience by highlighting its core characteristics.
PTT Solution, JSC is a dynamic mobile game studio dedicated to providing mobile gamers with joy and satisfaction through captivating casual games that boast high completion rates Our commitment to creativity and excellence in game design ensures that players can immerse themselves in exciting gaming experiences We embrace innovation and are unafraid to take risks, making us the ideal choice for gamers seeking thrilling entertainment.
- Definition: An ideal customer persona is a description of the type of customer who would derive significant benefits from a product or service.
- PTT Solution., JSC’s customer persona:
Location Ho Chi Minh City
Living situation Sharing an apartment with a friend
Active social media channels Facebook Personality Conservative, easy-going, calm Pain points He wants to look for a casual mobile game to entertain himself in his free time
Phase 3: Creative download by : skknchat@gmail.com
The management board of PTT Solution., JSC recognized that the existing name, Phu Truong Trang Solution., JSC, no longer aligned with the company's vision and values To address this, they engaged employees in brainstorming sessions, leading to the decision to adopt a new brand name that better reflects the essence and spirit of the brand's image.
New brand name: NoPowerup Vietnam Joint Stock Company
NoPowerup represents the main game genres that the company focuses on, which are Hypercasual and Idle These two genres allow gamers to continuously play without having to power up.
The brand name has been legally registered but will not be fully officiated until October 2021, and for the purposes of this report, it will be referred to as Phu Truong Trang Solution Joint Stock Company, or PTT Solution, JSC Additionally, the brand's logo, color palette, fonts, and tagline have been developed to establish a cohesive identity.
Logo on dark background Logo on light background
- Color palette download by : skknchat@gmail.com
Black Deep Saffron Light Grey
- Fonts: Rabbid Highway Sign II
Rabbid Highway Sign II is PTT Solution., JSCs primary typeface and should be used for all communications This typeface is used specifically for the brand.
- Tagline: More Games, More Fun c Brand identities:
- Clipboard download by : skknchat@gmail.com
- Uniform download by : skknchat@gmail.com
- Social media download by : skknchat@gmail.com
- Develop a contemporary social strategy for trial on Facebook and LinkedIn download by : skknchat@gmail.com
- Update brand identities on all social platforms
- Update an introduction post to announce the rebrand information download by : skknchat@gmail.com
- Build a new website with more synchronous content, clear messages, high- quality photos, and focus on interactive features.
- Develop a social content schedule for each month, with fixed topics and adjustable content
- Develop a set of social content templates for each category of content: social, interactive, recruitment, internal, link sharing including signatures, hashtags, graphics, color palette, fonts, and so on
- Update employee profiles and G-suite signatures download by : skknchat@gmail.com
An evaluation of the branding strategy at PTT Solution., JSC
Since May 1, 2021, PTT Solution., JSC has gradually executed their branding strategy on social media platforms based on basic principles and has gained significant results.
Between May 1, 2021, and July 1, 2021, the reach of the company's Facebook page surged by approximately 1300% compared to the previous three months This significant increase in reach indicates a higher number of people viewing the content from the page, including posts, stories, ads, and interactions related to the page.
Among 57 job applicants PTT Solution., JSC received from 1/5/2021 to 1/7/2021, 46 (nearly 81%) of them said that one of the reasons they apply for the job positions was working environment, and they could clearly see that on PTT Solution., JSC’s social media content (The data was collected through a short survey after the interview with each applicant in the first round of interview - virtual).
PTT Solution., JSC also conducted a survey among their employees to collect more insights:
- 83% said that they felt like sharing more posts on the company’s social platforms to their personal accounts
- 77% loved how the rebranding process changed the company’s image
- 77% said they would love to be able to contribute to the branding of the company
- 66% felt more motivated to work and proud of the company
(Source: Branding Strategy, Marketing Department, PTT Solution., JSC)
The branding strategy was developed to align with the company's specific needs, as the management board clearly identified their goals and expectations for the rebranding process This clarity allowed for a swift initiation of the branding strategy.
27 testified, and implemented This has saved a great amount of time and effort for the company since the branding was done before a new product was to be released.
The branding strategy was meticulously structured into distinct phases, each outlining expected outcomes, action plans, assigned personnel, and budget allocations This organized approach facilitated easy monitoring and allowed for necessary adjustments, ensuring the branding process remains both strategic and sustainable over time.
The branding strategy implemented by PTT Solution, JSC has provided a significant advantage through its consistency The brand stands out as authentic and vibrant, thanks to the marketing team's commitment to delivering cohesive and synchronized content across all platforms This approach has been crucial in enhancing the brand's image and establishing a professional presence with the audience.
The branding strategy effectively aligns with the company's vision and goals, presenting a polished and professional image By emphasizing core values like games, characters, and fun, the management team has successfully conveyed their vision through the brand This approach has also enhanced the company's ability to communicate effectively with its audience.
The primary challenge faced by PTT Solution, JSC in their branding strategy was timing Despite nearly 11 years in operation and a decade of experience in mobile gaming, it wasn't until 2021 that the management recognized the importance of investing in branding This delay caused the company to enter a crowded market late, resulting in missed opportunities and potential growth Consequently, enhancing their brand presence will demand significant effort and dedication moving forward.
One significant challenge facing the company’s social media platforms is the inconsistent audience reach, primarily due to difficulties in maintaining high-quality content Despite careful planning and a diverse content strategy, engaging the audience remains a struggle, as many users do not find the material entertaining.
Figure 3.1: PTT Solution., JSC’s Facebook page reach from Jun 3, 2021 to Jun 27, 2021
The final limitation of this branding strategy is the lack of sufficient data for evaluation, which renders its results theoretically positive but not statistically validated.
PTT Solution, JSC faces limitations in mobile game development due to two primary factors Firstly, the company, which only releases 3 to 4 mobile games annually, requires a minimum of 4 months for each game's development, resulting in a shortage of content ideas and challenges in executing and evaluating branding strategies based on sales and revenue Secondly, the marketing department, established less than two years ago, is still in the process of optimizing available resources, and the focus on ad campaigns may lead to a misallocation of resources during product releases.
CHAPTER RECOMMENDATIONS TO IMPROVE THE CURRENT
Development orientation of PTT Solution., JSC in terms of branding
The company aims to enhance its branding by aligning all internal and external elements Once the quarantine concludes, the management team will initiate the printing of brand identity materials for office use and distribute them as gifts to employees This initiative is designed to instill pride in the brand among staff and foster a positive workplace atmosphere.
PTT Solution, JSC is committed to enhancing its branding strategy by continuously recruiting talented marketers and consulting with industry experts who possess valuable skills and experience from successful projects As the company aims to establish itself as a game studio and release its own titles in 2023, developing a strong and sustainable brand is crucial for its long-term success.
Recommendations to enhance the performance of branding strategy at
After successfully navigating the four phases of aligning the branding strategy with business objectives and creating essential communication tools, the next critical phase is to strengthen the updated brand For PTT Solution, JSC, this stage requires particular attention, as it ultimately determines the brand's ability to advance in the market Maintaining branding consistency is key to achieving this goal.
Consistency is crucial for effective branding, as demonstrated by PTT Solution, JSC, which successfully maintains its brand identity To ensure ongoing alignment with the company's vision, all branding efforts must be executed consistently Additionally, leveraging online platforms strategically is essential for engaging the audience effectively.
While Facebook is a popular platform for audience engagement, companies with niche products should explore other avenues for insightful content sharing Adding a dedicated 'Blogs' section to their website can provide game developers with a platform to discuss current trends and controversial issues in the mobile gaming industry This strategy not only enhances search engine visibility but also fosters community building among their audience Additionally, investing in improved graphic design and optimization can further enhance the overall user experience.
While the graphics utilized in posts by PTT Solution., JSC effectively convey meaning and consistency, there is potential for further enhancement With in-house game art designers, the marketing team can develop a diverse range of high-quality, versatile, and user-friendly graphics, including photo frames, characters, icons, and overlays These elements reflect the company's commitment to a comprehensive branding strategy and can be utilized across various platforms, not just social media Additionally, PTT Solution., JSC should consider creating graphic design documents such as Job Descriptions, Company Profiles, and Product Introductions to strengthen their visual communication.
Branding is crucial in marketing, especially in mobile gaming, yet executing a successful and sustainable strategy remains challenging PTT Solution, JSC acknowledges the need to improve their branding efforts, albeit somewhat late, and has much to learn and adapt This report addresses three key areas: it outlines the theoretical principles of branding, including definitions, key components, impacts, and the building process; it analyzes PTT Solution's current branding strategy, detailing its origins, execution plan, initial achievements, and benefits and limitations; and finally, it evaluates the identified advantages and disadvantages, proposing solutions to enhance the company's branding strategy performance.
This report aims to assist those seeking materials for branding and marketing, particularly for small and medium enterprises (SMEs) Acknowledging the limitations in my knowledge, I recognize that there may be unavoidable errors within the report I welcome feedback and suggestions from my instructor and PTT Solution, JSC to enhance the overall quality of the work For further inquiries, please contact me at skknchat@gmail.com.