VINFASTS BRANDING discussions on the brands background, brand name, slogan, logo, colors, personality and value

TABLE OF CONTENTS VINFAST'S BRANDING Discussions on the brand's background, brand name, slogan, logo, colors, personality and value CRISIS VinFast and GoGoTV lawsuit ORGANISATION The Organisation Structure of Vinfast PRINT ADS Our team's design for the company's print advertisment 10 VINFAST ADVERTISEMENT Discussions on VinFast's advertisments 11 MARKETING CAMPAIGN Discussions on the marketing campaign our group developed for VinFast 14 TURNITIN RECEIPT 15 CURRICULUM VITAE our team members' CV Background VinFast is one of many subsidiaries of VinGroup founded by Mr Pham Nhat Vuong Logo and color: VinFast logo is designed with letters "V" 3D stacked on top of each other The letter “V” VinFast or VinFast LLC, abbreviated as VF with full name VinFast Production and represents Vietnam, VinGroup, rising up In addition, the symbol "V" also affirms the Trading Company Limited, is one of the leading manufacturers of automobiles and "Victory" There is only one symbol "V" in the VinFast logo, but it represents many electric motorcycles in Vietnam, established in 2017 The head office of this enterprise is meanings The image of the two letters "V" in the interlocking VinFast logo creates a close located in Hai Phong city On October 2, 2018, Vinfast officially introduced two Vinfast connection as if opening a new era of development Using delicate silver tones, the products: VinFast LUX A2.0 and Vinfast LUX SA2.0 at the Paris Motor Show This is the logo on VinFast cars shows class and elegance, especially prominent on the black first time the Vietnamese car brand has appeared at the world's largest auto show and red tones Below is the word VinFast which also stands out in sparkling silver color With Vingroup, in the future VinFast will be a new and breakthrough field in the development strategy, playing a key role of the corporation VinFast logo is designed according to simple criteria but conveys great communication meaning We can feel the pure Vietnamese as well as another worldwide meaning, right in the logo Brand name: Many people think of "speed" when they hear the word "VinFast," but this is not the case VinFast is the abbreviation with the great meaning of Vietnam - Style - Safety Creativity - Pioneer From the meaning of the term, it is clear that there is a strong desire in the automotive sector for industrialization and modernization Not only VinFast, but also VinGroup, are currently working to strengthen and improve the country's economy Furthermore, VinFast is the pride of Vietnam, and it aspires to promote the Vietnamese vehicle brand throughout the world Slogan: It can be seen that Vinfast uses a strong and Excellent Experience powerful slogan "Strong Vietnamese spirit" towards a world-class Vietnamese brand with VinFast cars enable their owners to enjoy the best values of our ecosystem, from the the vision of becoming one of the leading automobile and motorbike manufacturers Online-To-Offline business model that integrates e-commerce and in-person leading in Southeast Asia, so the slogan carries a strong spirit to bring the Vietnamese experiences at dealership, showrooms and charging stations nationwide, to outstanding brand to the world The slogan is perhaps a positive, inspirational message after-sales service quality and dedication to customers World-class Safety Standards With customers assurance as the top priority, VinFast cars are equipped with state-of-art safety features to protect drivers and passengers, meeting the rigorous standards of the world's top vehicle assessment organizations, such as ASEAN NCAP, EURO NCAP, and NHTSA Brand Personality: Stylish- Safe - Creative - Pioneering - Proud Global Brand Values: Smart Technology For The Future With customer-centred philosophy, VinFast smart cars are integrated with world's most advanced techonologies, namely Al based Understanding Polices machine learning & deep learning, high-level autopilot for a comfortable ride, immersive VinFast always has the most beneficial sales and after-sales policy for customers VinFast entertainment & personalized experience Passionate Design is also a pioneer in promoting the trend of using electric vehicles, towards a green and In collaboration with Pininfarina, a worldfamous car design firm, VinFast offers sustainable future with a battery policy and the only 10-year warranty on the market for premium & classy design for every line of car Each model is packed with distinctive & electric cars elegant exterior as well as modern interior with meticulous attention to details 1 Overview VinFast is under Vingroup – the largest private enterprise and one of the leading After just over a year of being on the market, VinFast is gradually showing the image of a technology, industry and service groups in Vietnam VinFast's vision was to create cars Vietnamese car company for Vietnamese people, and is aiming to become a car with a strong Vietnamese identity that would represent the country and be competitive on company with the best customer service in Vietnam the global automotive stage VinFast stands for: "Vietnam - Style - Safety - Creativity Pioneer" (means: “Việt Nam – Phong Cách – An Toàn – Sáng Tạo – Tiên Phong“) A name that at first glance sounds very Western but turns out to be very Vietnamese During the crisis VinFast's marketing strategy for products is a market leader strategy VinFast's brand positioning is "The first automobile manufacturer in Vietnam'' They have succeeded in creating brand identity Everyone knows about VinFast now Vinfast uses smart and powerful communication strategies: They enhance "national pride" in all advertising strategies When the first car with a Vietnamese brand name, owned by Vietnamese people, will be produced in Vietnam, launched at an international auto show of the caliber like the Paris Motor Show, it has created "a joy" national pride” stronger than ever Thereby, enhancing the brand positioning of Vinfast not only in Vietnam but also in the world On January 28, 2021, Mr Tran Van Hoang, owner of YouTube channel GoGo TV, uploaded a clip of more than 29 minutes to reflect on errors related to the white VinFast Lux A 2.0 car with license plate number 66A139.45 that he is currently driving According to Mr Hoang, he brought his VinFast Lux A2.0 to repair and maintain 10 times at VinFast's genuine service workshop However, the errors on the car have not been completely fixed, which made him feel tired when it took too long, and at the same time affected his work 3 After the crisis The video on the GoGo TV channel caused a Since it is unclear whether the dispute stir in public opinion On the internet, many people criticized Mr Hoang, saying that he between VinFast and GoGoTv was taken to court, it is impossible for us to conduct an was giving false information and had bad intentions Meanwhile, many other opinions analysis on the result of this case However, to hypothetically analyze the probable lawsuit believe that Mr Hoang as a customer has the right to speak up when the product he bought is possible, thus our goal is to divide the outcome into two scenarios: one is VinFast is faulty Public opinion also questioned the quality of VinFast's products as well as win the case against GoGoTv and the other is expressed reputation concern about VinFast's opposed If the authorities had have enough evidence to confirm that GoGoTV was spreading false information on VinFast, Mr Hoang must immediately correct it and remove the false content from social media Moreover, it is possible that the owner of GoGoTV has to pay a fine of up to 20 million Vietnam Dongs With VinFast's victory, the public opinion might be mixed On the one hand, people would have more trust towards VinFast, since the brand was falsely accused of having As for VinFast, they announced this incident on the official Facebook page VinFast affirms that they always listen to malfunctioned cars On the other hand, VinFast can lose future customers, due to the fact that the brand might sue their clients customers' comments about the product, but will not tolerate behavior that causes confusion for users Therefore, VinFast officially announced the lawsuit against Mr Tran Van Hoang, owner of YouTube channel GoGo TV However, the internet is becoming more ingrained into people's daily lives, with billions of international social media users spreading information rapidly Nowadays, the wide spreading of false news can be detrimental not just to organizations, individuals, but also to businesses, and even countries Thus, VinFast winning the case against their own customer will create a deterrence premise, preventing similar cases of false accusations in the future 4 Lesson learned Before putting information regarding products from particular companies, especially when the information is rather controversial and debatable, be certain to consider all the possible outcomes and consequences If one does decide to propagate information about others’ possessions or assets, especially in a critical manner, it is crucial that they need to have appropriately supporting evidence, proof, or facts to support their argument This is because without the required verification for their claim, such acts would be considered slander, which is a crime in most nations across the globe Consequently, the one spreading harmful information could be faced with a lawsuit by the opposing party Although Vin Fast has announced a lawsuit Each person will have their own thoughts, but Vin Fast's handling of this media crisis can be considered a success Firstly, as soon as there was a crisis, Vin Fast explained and received the incident immediately to reassure public opinion and consumers Second, the enterprise has taken legal measures to protect the brand and ensure business operations When the law intervenes, consumers will trust more Vin Fast products This will help maintain the reputation of the business Finally, suing customers can cause businesses to lose customers in the future However, in this case, Vin Fast's solution will gain more than lose In the future, no one will against Mr Hoang, so far there has not been dare to things that damage the reputation of the business and they will not be entangled any official information about this case in crises like this for the second time Thêm tiêu đề phụ The Organisation Structure of Vinfast VinFast is a member of Vingroup, one of Vingroup’s aim is to bolster to the the leading conglomerates in Asia The industrial development of Vietnam, and brand is a global, smart #EV company spearhead the modernization of the accelerating the electric revolution by delivering high-quality products and country Aiming for a rich product portfolio including e-scooter, gasoline advanced innovation opportunities vehicles (sedan, SUV, hatchback), small electric vehicles and electric VinFast represents the product of our aspiration to launch a distinctive, worldclass automotive brand within Vietnam, and demonstrates the ability of the Vietnamese people to skillfully implement cutting-edge technology The development of the automotive manufacturing industry will have a profound influence on the rise and growth of a myriad of other industries buses and an expected capacity of 250,000 cars in the first phase and 500,000 cars in the next phase, VinFast are partnering with leading OEM’s and are investing heavily in technology and people to build a world class operation Based in Hai Phong, Vietnam, construction is well underway, with escooters scheduled to be produced from Q3 2018 and Q3 2019 for vehicles When mentioning the phrase "environmental pollution", people often immediately think of the image of smoke emitted from cars, but with VinFast's electric vehicle product line, that image has disappeared Electric vehicles are a means of transport that not directly emit emissions into the environment, helping to minimize air pollution as well as global warming People are becoming more and more concerned about environmental conservation and to that, first of all, change the means of transport to be more environmentally friendly with a Vinfast’s electric car And then “Let nature thanks you” Situation: Time: early Nov - late Dec At the end of the year, people often want to This is the time when people's shopping needs treat themselves or give their families gifts as a increase It is also a good time to review your personal finances and set goals for the coming reward for a hard year And VinFast always wants their product to be one of those year With abundant financial resources, people meaningful gifts VinFast focuses on middle and will think a lot about buying a new car upper-class customers, and with this campaign, Moreover, this is also the time to discharge goods, to push sales of old model cars and to VinFast continues to retain existing customers Moreover, the whole country had to go through launch new models Used car models need to an extremely difficult epidemic year be sold to recapitalize and make room for new cars Another issue is that at the end of the year, traffic accidents increase, so people have a need for health insurance Psychographic Segmentation: Middle and upper class Want to show self level High demand for mobility Enjoying lifestyle Want to receive more offers and save money Objective: When buying a VinFast car, customers will receive a Vinmec Ruby health insurance card at Vinmec hospital With this marketing campaign, VinFast hopes to boost sales at the end of the year and offer preferential services to customers to increase the number of loyal customers This campaign not only benefits VinFast but also advertises Vinmec hospital, further reinforcing Vingroup's brand The months-long social distancing combined with the reduction of sports activities has made everyone's health somewhat worse The epidemic also makes people more concerned and worried about their health, so a health insurance card at a prestigious hospital worth VND 30 million is very meaningful and brings great benefits to customers: The membership benefits of the Vinmec Ruby health insurance card are a free unlimited number of polyclinic, specialized, on-site examinations with an appointment and emergency examinations It can reduce the cost of many other medical services by 30-50% Through this campaign, VinFast wants customers to see the care and support from the brand, especially the safety when they trust and choose the VinFast brand Marketing Campaign: 5W1H What? At the end of the year, people tend to buy new things or reward themselves after a year of hard work Taking this opportunity, Vin Fast launched the campaign ''Buy a Vin Fast car, get a Vinmec Ruby health insurance card at Vinmec hospital'' In this campaign, the brand targets products already on the market such as LUX SA, Fadil, When buying a car, they will receive health insurance at Vin Mec hospital worth up to 30 million VND This is a very realistic campaign during the Covid epidemic situation It has made a difference for the brand compared to other competitors because consumers can feel the interest of the brand Who? Vinfast is mainly aimed at middle and upper class In addition, this campaign mainly focuses on middle-aged and older customers because this class is very concerned about health issues while young people seem to care less These subjects have a high demand for products, not only for their own travel purposes but also for family members When? As stated priorly, our group choice for the time this marketing campaign occurs is the end of the year This point of time was chosen due to the fact recent years’ trends have shown increased demand for automobiles Consumers have the tendency to make purchases of cars for numerous reasons First, after revision of personal financial status, it is possible for people to have sufficient funds for a new car Purchasers may have precedent savings or investing capital, which supports the acquisition of an automobile Second, it is customary for Vietnamese people to go to their hometown to visit relatives and ancestors' altars In Vietnamese society, cars, especially those manufactured by VinFast, are regarded as a significant asset that can heighten one's social status For that reason, people who have the need for flaunting wealth with their relatives may invest in an automobile Moreover, it is more convenient to travel long distances by personal vehicles, thus the demand for cars tends to surge near the end of the year Third, the number of traffic accidents escalates in this period of time, thus intensifying the desire for medical insurance As VinMec is regarded as a superior healthcare system, a VinMec insurance plan is no doubt valued 4 Where? Our marketing campaign is deemed suitable for all VinFast’s markets, namely Vietnamese, US, and European Even though VinMec is yet to reach the US and European markets, it is still possible for foreigners to receive treatments as long as they visit Vietnam Additionally, advertisements for this campaign Thus, Vinfast is confident that implementing such a marketing strategy would be effective in generating more purchase from potential customers, as well as spreading awareness and boosting the brands image How? Online: multimedia 1/7: Posting advertisements of the promotion on multiple social medias namely Facebook, Instagram, YouTube, and on the company’s official website The offer would be highlighted and emphasised in a way it is eye-catching and appealing to its viewers will appear on the traditional media, social platforms, point of sales, billboards in every market in order for potential customers to be informed of the promotions Why? Vinfast will be released in the market and target customers who are middle working class and above As the world is battling with a lot of energy issues and global warming, Vinfast’s energy efficient stance will see it gaining global recognition and acceptance Additionally, due to the Covid 19 pandemic, health care has gained immense attraction Offline: Print ads Featured on magazines, newspaper Billboards LE HONG PHONG St ude nt Uni ver sit y ACADEMIC BACKGROUND NATIONAL ECONOMICS UNIVERSITY Bachelor of Digital Business in English BAC DUYEN HA HIGH SCHOOL Graduated in 2021 Average score: 8.8 Interest Chess Photography Cycling WORK EXPERIENCES AMATE ENGLISH Sep - Dec 2021 Seller Art ACTIVITIES Skills English Graphic Design Photography Word & Excel Videography SEED - STUDENT OF EBBA/EBDB'S EVENT DEPARTMENT Member of Communication Team Video editing SEED's 6th Birthday NECo - NEU ENGLISH COMMUNITY Video maker in Content/Media Department Leader of Round - The Conquerour 2022 Contact TECHNICAL SKILLS 0934250285 77 Tha St, Hung Ha district, Thai Binh Event Organisation phonglh@gmail.com Video editing in Adobe Premeire and Davinci Resolve Graphic designing in Canva NGUYEN THUY LINH St ude nt Uni ver si ty ACADEMIC BACKGROUND NATIONAL ECONOMICS UNIVERSITY Bachelor of Business Administration in English LE QUY DON - HA DONG HIGH SCHOOL Academic Excellence in Literature and English Member of the performance team Interest Graduated in 2021 Average score: 9.0 Marketing Travel Reading Fashion France Skills ACTIVITIES PROJECT MEMBER FEED YOUR SOUL The project provides knowledge about eating disorders syndrome to the community Worked as a member of the media department English Writing content for page Presenting ORGANISATION COMMITEE Creativity TALKSHOW " DAU LA PHAI NOI DOI LA PHAI AN" Content writing Send confirmation of successful registration of talkshow to people Contact Communication for talk show Write a script for the video Recap talk show 0975221548 Ma Lao, Ha Dong Ha Noi thuylinhng.work@gmail.com 2021 PERFORMER ENGLISH DRAMA PROGRAM Performing Vietnamese literary works in English in high school ACADEMIC BACKGROUND 2021 - now NATIONAL ECONOMICS UNIVERSITY Bachelor of Digital Business in English 2019 - 2021 ERASMUS UNIVERSITY ROTTERDAM International Bacherlor of Comunication and Media 2016 - 2019 KIM LIEN HIGH SCHOOL Primary subjects: Mathematics, Literatures, English GPA: 9.2 & 8.8 PHAM QUOC SANG University Student Interest EXPERIENCES 2020 - now FOUNDER MAISON ECSTASY Founded an independent women's clothing brand Operations management namely annual sales projections, managing budgets, inventory Marketing Finances management, staff hiring and scheduling Create consistent branding Plan and execute sales and marketing Fashion Collaborate with manufacturers and manage Real Estates partnerships with vendors Stock Exchanges Skills Leadership 2021 TRADE MARKETING SPECIALIST VINCOMMERCE GENERAL COMMERCIAL SERVICES JSC Supervised point of sales' design and construction according to monthly plans Teamwork Monitered and ensured construction quality of Planning point of sales materials Research Planned, implemented and monitored the implementation of activations and promotional Time management events Communication Investigated and collected competitors Creativity informations Content writing 2016 - 2019 Contact KIMLIENNEWS - Kim Lien Highschool's Press and MEMBER OF MEDIA DEPARTMENT Debate Club +843 8933 3398 Lang Ha, Dong Da, Hanoi sangpham1912@gmail.com KPC - Kim Lien Highschool's Photography Club Woman Up - Feminist project Managed social media Graphics design and video edit NGUYEN GIA HUY St ude nt Uni ver si ty ACADEMIC BACKGROUND NATIONAL ECONOMICS UNIVERSITY Bachelor of Business Administration in English Libra, 2002 ACTIVITIES Interest Music - guitar Traveling VOLUNTEER & COMMUNITY ENGAGEMENT Temporial Member @ School Board National Economics University Reading books Sports Learning languages Skills English Task management Microsoft Office EXPERIENCES PROMOTER @ The Circle Advertise parties, events, and venues to potential partygoers Communication and interpersonal skills and a polite, patient manner Knowledge of foreign languages Ability to work in a public-facing role Knowledge of communication techniques Problem solving BARTENDER @ Highland coffee French Able to perform tasks under pressure SALE @ Home Contact 0366133201 Accessories HONOR & AWARDS Ha Noi giahuy151002@gmail.com • 92 TOEFL (October 2019) HOANG NGOC LINH St ude nt Uni ver si ty “ Know your limits, but never stop trying to e xce ed the m” ACADEMIC BACKGROUND Libra 2/10/2001 NATIONAL ECONOMICS UNIVERSITY Interest Travelling Bachelor of Business Administration in English Quang Trung - Dong Da HIGH SCHOOL Graduated in 2018 Photography Business Professional Experience Reading books Skills GO VIETNAM TRAVEL Sales staff 2019-2021 VTVCab English, Germany Project management MS Office Internship No9 NKC Manager Sales management software TECHNICAL SKILLS Contact 0962332616 Ha Noi ngoclinhlinh0210@gmail.com Use sales management software proficiently ... OF CONTENTS VINFAST'S BRANDING Discussions on the brand' s background, brand name, slogan, logo, colors, personality and value CRISIS VinFast and GoGoTV lawsuit ORGANISATION The Organisation Structure... Vietnamese brand with VinFast cars enable their owners to enjoy the best values of our ecosystem, from the the vision of becoming one of the leading automobile and motorbike manufacturers Online-To-Offline... as there was a crisis, Vin Fast explained and received the incident immediately to reassure public opinion and consumers Second, the enterprise has taken legal measures to protect the brand and