Lead Generation Plan

Confidential
LEAD GENERATION LEAD

M A R K E T I N G C E N T E R
1
ABOUT FE CREDIT
Page 2
ABOUT FE CREDIT
Company History
2010 2011 2012 2013 2014 2015 2016
Launch Personal Win “Best Consumer Finance Company Vietnam

Loan product Vietnam 2016” -BGlobal Banking & Finance Review – UK
Founded as Served 150.000 Win “Best Consumer Finance Company Brand

Consumer Finance customers Vietnam 2016” - Global Brands Magazine – UK
Division of VPBank
with Two Wheels Become the leading Awarded Top Brand Certificate – Institude of Economic
product finance company in Research & The Global Trade Alliance
Vietnam
Awarded Vietnam Excellence Brand – Vietnam
Economic Times
Launch Consumer
Durable product Expanded the cooperation with nearly 4,000 partners
and more than 5,800 Points of Sales (POS) nationwide
Served 450.000
customers Served nearly 4.000.000 customers
Successfully transferred to the new independent

company –VPB FC under brand name FE CREDIT
Win “Best Consumer Finance Company Vietnam

2015” - Global Banking & Finance Review
Launch Credit Card

Served 2.200.000 customers
OVERVIEW
Product Information
Personal Loan with maximum amount is up to VND 70,000,000, with tenure is up to 36

months which can be fast & easily tailored to fulfil various customers’ demands.
• No collateral required
• No application fees
• On-site consulting service
• Quick & simple application procedures
With loan amount is up to 100% motorcycle value and maximum tenure is 36 months,
customers would able to realize their dreams.
• Only ID & Driving license are required • Flexible payment methods
• Monthly instalment is from VND 300,000 • Service network available nationwide
Customers can purchase up to 3 products with no required collateral, down payment is only
from VND 0; and the tenure is within 18 months.
• Only ID & Driving license are required
• Flexible payment methods • Service network available nationwide
First credit card in consumer finance market offers to low and medium
income customers with numbers of benefits :
• Lifetime free annual fee
• Low withdrawal rate - 1%
• Interest free on purchase up to 45 days.
FEC BRAND MODEL – FOR A BETTER FUTURE
Essence
Nurture
Your
Future
A Caring Financial
Partner Personality
Expertise, Understanding, Trustable,
Approachable, Friendly
•“Fast and Easy” •Released

service
Functional •Secured
Emotional
Benefit Benefit
•“Fast and Easy” product
portfolio •Supported
•World class service

•Confident
Call to action brand message

• •“Customer centric” innovation Attributes
/RTB
 Shortest TAT •Mass distribution
Shortest underwriting

•A caring CC with expert look and professional consultation
FE Credit as a true partner to provide the most fast and easy financial solutions to low-income people to
Positioning Statement overcome any difficult situation / financial crisis for a better future
Page 5
2
THE MISSION
Page 6
FE CREDIT CORE PRODUCT
What to advertise?
1. Personal Loan (PL)

• Loan amount up to 70 millions
• No collaterals required
• Flexible payment terms
• Minimal required documents:
• ID + Family record book and 1 of the
following:
• Payslip
• EVN bills
• Life insurance contract
• Other CF’s contract
• Bike surrogates
• Disbursement in 3 days or less
What to advertise?
2. Credit Card (PL)

• 2 types of cards
• 1% cash withdrawal fee
• No annual free
• Only require minimum income from 3 millions
What to advertise?
Required weight:
• 70% budget should allocate to Personal Loan Product (PL)
• 30% budget should allocate to Credit Card (CRC)
DIGITAL TARGET AUDIENCE – CORE TARGET
Who to advertise to?
• Age: 25 - 34
• Income Segmentation:
• 3 – 8 mio VND: key focus
• 8- 15 mio VND: exploring
• Occupation:
• Blue collar worker : >60% budget allocation
• Open( white collar workers, housewives, first
jobbers, etc) <40% budget allocation
• Psychographic/ Behaviours:
• Heavily rely on friends & relatives for references
• Do not have saving plan/motivation
• Think & plan short-term
• Credit hunger
• Work hard to earn a modest living
• Junkie news fan
• Heavy smartphone users
• In favor of ads click
*Base on current customer database, 83% FE CREDIT customers are blue workers
THE ULTIMATE OBJECTIVE
The goal to reach
Normal
business pace 600 for 2
Qualify daily Products

leads (PL & CRC)
High season or as 800 for 2

per request
(will be no more than 1 Qualify daily Products

month)
leads (PL & CRC)
3
THE CHALLENGES &
OPPORTUNITIES
Page 12
THE CHALLENGE
The Lead Generation Roadmap
1. Digital Vendor propose channels and strategies

Advertising
Register on website with 06 fields
1. ID 4. DOB
2. Landing 2. Full name 5. Province
page 3. Phone number 6. Email
1. Supported provinces 4. Risk Checking

2. Bad debt 5. Customer is currently at step 5
3. Checking
3. Telco 6. De-dub against existing databases
Rule
4. Lead
allocation
LEAD PASSES STEP 3 IS CONSIDERED QUALIFIED LEAD
5. Lead
Processing
6. Deal
Closure
THE OPPORTUNITIES
Look on the bright side!
1. There are 22 millions of potential customers for Consumer Finance Industry.
2. Demand for FE CREDIT’s products is growing at a high speed.

• 2 millions customers at the end of 2015
• 4 millions customers at the end of 2016
• 6 millions customer only for the first half of 2017
3. Planning and strategy is completely up to vendor. Innovative & strategic ideas are
welcome.
4. Data set we use to check is renewed every day. It means if the target does not pass the
checking process today, it could pass tomorrow.
5. Two way infomation exchange with client

4
EXPECTATION, BUDGET & TIMELINES
Page 15
PROPOSAL EXPECTATION
1. Planning and strategy, including:

• Proposed channels
• Duration
• Ad format
2. Quotation including:
• Cost per Lead (CPL)
• Ad content & productions
3. Total qualify leads committed

BUDGET & TIMELINE
Budget 3.023.000.000 VND

incl. VAT
Brief to vendor 07.07.2017
Vendor send back proposal 14.07.2017
First round selection announce 18.07.2017
Final selection announce 21.07.2017
Contract and system setup 21.07.2017 - 31.07.2017
Estimated project duration 01.08.2017 - 28.02.2018
5
REFERENCE: WHAT WE DID LAST
YEAR
Page 18
THE CHALLENGE
The Lead Generation Roadmap of 2016
1. Digital Vendor propose channels and strategies

Advertising
Register on website with 04 fields
1. ID 3. Email
2. Landing 2. Full name 4. Phone number
page
1. Supported provinces
2. Bad debt
3. Checking 3. Existing customers
Rule
4. Lead LEAD PASSES STEP 3 IS CONSIDERED QUALIFIED LEAD

allocation
5. Lead
Processing
6. Deal
Closure
ACTUAL STATISTIC
2016 3 weeks
14.06.2017- 06.07.2017
Total pageview
3,189,576 357,520
(of landing page)
Total unique pageview

2,357,598 230,107
(of landing page)
57% 29%
Qualify lead
(passed checking 73,620 4,257
process)
Simpler checking process Sophisticated checking

and less information fields process and more
required information fields required
* 60% of qualify lead comes from Google Search

THANK YOU
Page 21

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What are the core products that FE Credit advertises?

What are the core products that FE Credit advertises?

What are the expectations from the vendor's proposal?

What are the expectations from the vendor's proposal?

Confidential

LEAD GENERATION LEAD

2010 2011 2012 2013 2014 2015 2016

Launch Personal Win “Best Consumer Finance Company Vietnam

Founded as Served 150.000 Win “Best Consumer Finance Company Brand

Successfully transferred to the new independent

Win “Best Consumer Finance Company Vietnam

Launch Credit Card

Personal Loan with maximum amount is up to VND 70,000,000, with tenure is up to 36

•“Fast and Easy” •Released

•World class service

Call to action brand message

1. Personal Loan (PL)

2. Credit Card (PL)

Qualify daily Products

High season or as 800 for 2

(will be no more than 1 Qualify daily Products

1. Digital Vendor propose channels and strategies

1. Supported provinces 4. Risk Checking

1. There are 22 millions of potential customers for Consumer Finance Industry.

2. Demand for FE CREDIT’s products is growing at a high speed.

5. Two way infomation exchange with client

1. Planning and strategy, including:

3. Total qualify leads committed

Budget 3.023.000.000 VND

1. Digital Vendor propose channels and strategies

4. Lead LEAD PASSES STEP 3 IS CONSIDERED QUALIFIED LEAD

Total unique pageview

Simpler checking process Sophisticated checking

* 60% of qualify lead comes from Google Search

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