(TIỂU LUẬN) THE 7ps MARKETING MIX OF VIETJET AIR

THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING oOo THE 7Ps MARKETING MIX OF VIETJET AIR Branch of learning: Marketing Class: CLC_19DMA12 Course code: 2021702052712 Student’s name: Nguyễn Duy Tân – 1921002948 Trương Minh Mẫn – 1921000917 Phan Gia Cát Tường – 1921003892 Nguyễn Nhựt Hải Long – 1921004477 Nguyễn Thành Được - 1921005399 Hồ Chí Minh City, 15 July, 2021 TABLE OF CONTENT LIST OF TABLES LIST OF PICTURES CHAPTER 1: INTRODUCTION 1.1 OVERVIEW 1.1.1 Reasons for choosing the topic 1.1.2 Objectives of the study 1.1.3 Research subjects 1.1.4 Research scope 1.1.5 Research Methods 1.1.6 Structure of topic 1.2 OVERVIEW OF VIETJET AIRLINES JOINT STOCK COMPANY 1.2.1 About VJA 1.2.2 Vision and mission 1.2.3 Goals and Core values 1.2.4 Operational scale CHAPTER 2: MARKET ANALYSIS OF AVIATION INDUSTRY AND COMPETITORS: Overview of the world Aviation Industry and the Domestic Aviation market: 2.1 MACRO ENVIRONMENT : 2.1.1 Economic environment 2.2.2 Technology environment 2.2.3 Political - legal environment 2.2.4 Socio-cultural environment 2.2.5 Natural environment 2.2 MICRO ENVIRONMENT: 2.2.1 Finance 2.2.3 Customers 10 2.2.4 Media 11 2.2.5 Employees 11 2.2.6 Shareholders 12 2.3 COMPETITOR 13 2.3.1 Direct Competitors: 13 2.3.2 Potential Competitors 13 CHAPTER 3: TARGET CUSTOMERS AND POSITIONING STRATEGIES 15 3.1 TARGET CUSTOMERS AND POSITIONING STRATEGIES 15 3.1.1 Target customers 15 3.1.2.1 Customers' perception of using Vietjet Air's services: 15 3.1.2.2 Customers searching for information about Vietjet Air's services: 16 3.1.2.3 Customer reviews of other options or alternatives: 16 3.1.2.4 Customers' experiences when using Vietjet Air's services: 16 3.1.2.5 Feedback from customers after using Vietjet Air's services: 17 3.2 POSITIONING STRATEGY OF VIETJET AIR: 17 3.2.1 Positioning distinguishes a brand from its competitors: 17 3.2.2 Developing an effective positioning strategy: 18 3.2.2.1 Market analysis: 18 3.2.2.2 Internal corporate analysis: 18 3.2.2.3 Competitor analysis: 20 3.2.3 Using positioning maps to plot competitive strategy: 21 3.2.3.1 Marketing Strategy Evaluation: 21 3.2.3.2 Customers' perceptions: 22 CHAPTER 4: MARKETING MIX STRATEGIES 23 4.1 PRODUCT STRATEGY 23 4.1.1 What is product strategy? 23 4.1.2 Product portfolio 23 4.1.3 Product strategy analysis 24 4.1.3.1 Core product 24 4.1.3.2 Supplementary services 24 4.1.4 Evaluate VJA's product strategy 25 4.1.5 Solution to complete the company's product strategy 26 4.2 PRICING STRATEGY 27 4.2.1 Definiton of price 27 4.2.2 VJA’s Pricing Strategies 27 4.2.2.1 Cost-Based Pricing 27 4.2.2.2 Value-Based Pricing 32 4.2.2.3 Competition-Based Pricing 33 4.2.4 The solution to complete the company's pricing strategy 33 4.3.1 Definition 34 4.3.2 VJA’s Distribution of Supplementary and Core Services 34 4.3.3 VJA’s Distribution Strategies 36 4.3.2.1 Indirect Distribution 36 4.3.2.2 Direct Distribution 36 4.3.3 VJA’s Place Decisions of Service Delivery 37 4.3.3 VJA’s Delivering Services in Cyberspace 37 4.3.3 Đánh giá Distribution strategy VJA (Ưu, nhược điểm) 37 4.3.4 Giải pháp hoàn thiện Distribution strategy công ty 38 4.4.1 What is a Promotion Strategy? 38 4.4.2 Actual situation of promotion strategy activities of VJA 39 4.4.2.1 Advertisement 39 4.4.2.2 Promotions 40 4.4.2.3 Public relations 41 4.4.2.4 Personal selling 42 4.4.2.5 Direct Marketing 43 4.4.3 Evaluate VJA's promotion activities 43 4.4.4 Complete solution for promotion activities 44 4.5.1 4.5.1.1 Definition: 44 Processes: 44 4.5.1.2 Flowcharting customer processes: 45 4.5.2 Processes in Vietjet: 45 4.5.2.1 Vietjet’s booking and payment process: 45 4.5.2.2 Vietjet’s air ticket refund process: 46 4.5.2.3 Vietjet's complaint and compensation process: 46 4.5.2.4 Vietjet’s maintenance process: 47 4.5.3.2 Propose solutions for Vietjet: 48 4.6 PHYSICAL EVIDENCE MANAGEMENT 49 4.6.1 Definition of evidence 49 4.6.3 Physical evidence assessment of Vietjet Air 52 4.6.4 Solutions and proposals for Vietjet Air company 53 4.7 PEOPLE 55 4.7.1 Service employees 55 4.7.1.1 Service employees are crucially important 55 4.7.1.2 Service employees as a source of Customer Loyalty and Competitive Advantage 55 4.7.2 Human Resource 56 4.7.3 Customer services 57 4.7.4 Problems and suggestions for future 58 4.7.5 Pros and Cons of People’s Strategy 59 4.7.6 Solutions and proposals for Vietjet Air company 60 CHAPTER 5: SUMMARY 61 DOCUMENTATION 63 LIST OF TABLES Table 1: Structure of the company's shareholders as of January 4th, 2021 Table 2: List of Board of Directors 12 Table 3: The service of each levels of price 28 Table 4: table of ticket prices of VietJet Air compared to Vietnam Airlines, Pacific Airlines from Ho Chi Minh city to some provinces 30 LIST OF PICTURES Picture 1: Life of cycle cost analysis .19 Picture 2: Scale and the level flight route coverage .20 Picture 3: Staff and aircraft of VJA .21 Picture 4: Positioning map 21 Picture 5: Positioning map 22 Picture 6: “Hunting 0-VND tickets to fly around VietNam Campaign” .31 Picture 7: 77% discount program forr passengers 32 Picture 8: Minh Tu and Celine Farach in VJA’s calenndar in 2018 41 Picture 9: VJA’s promotion on VietNam Teacher’s day .42 Picture 10: VJA for bikini model to welcome U23 VietNam caused a lot of controversy 43 CHAPTER 1: INTRODUCTION 1.1 OVERVIEW 1.1.1 Reasons for choosing the topic The aviation market is now more interested than ever Because life is more and more modern, people's needs are increasing From old bicycles, to motorbikes, to cars People's means of transportation are getting more modern over the years Moving between faraway places is no longer something that makes us think twice No need to say much or discuss deeply, there is one thing that everyone must admit that traveling by air will be much more convenient than other types of means Although the cost is much higher, flying gives us commensurate benefits First of all, the issue of time, traveling by "birds of flight" helps us save a lot of time And thanks to that, our time will be longer, longer, and we can more of our plans Besides, health issues are also very important, instead of having to sit for hours on end tired in cars and trains, we can sit comfortably on airplanes in a much shorter time Along with the growth rate of the economy, the aviation market also develops in a proportional manner According to IATA data, Vietnam's aviation market has the third fastest growth rate in the world with an average rate of 16.6% per year in the period 2001-2014 IATA also forecasts that Vietnam will be the fifth fastest growing aviation market in the world, reaching 150 million passengers by 2035 Vietnam's aviation industry is also the fastest growing industry in Southeast Asia It can be said that the success of the aviation market that Vietnam has cannot fail to mention the names Vietjet Air, Vietnam Airlines, Bamboo, etc Among them, Vietjet is the name that is making waves when it was born but both growth and revenue are outstanding According to the announcement of the 2020 financial report, Vietjet announced a profit of 70 billion dong, while Vietnam Airlines lost more than 11,000 billion dong Realize the resounding success of VJA and the importance that the Marketing Mix strategy contributes to that success We decided to choose the topic: "Marketing Mix Strategy of Vietjet Aviation Joint Stock Company" as our research topic 1.1.2 Objectives of the study - Learn about Marketing Mix activities of Vietjet Aviation Joint Stock Company - Analyzing the current situation of VJA's Marketing Mix - Analyze the business environment of VJA to see strengths, weaknesses, opportunities and threats And from there, propose measures to improve VJA's Marketing Mix strategy 1.1.3 Research subjects Marketing Mix Strategy of Vietjet Aviation Joint Stock Company 1.1.4 Research scope - Time range: 2017 – 2021 - Scope of space: in Vietnam 1.1.5 Research Methods - Collect secondary data and business results of VJA in recent years - Collect data and information from newspapers, TV, Internet, - Using analytical methods, comparing data between years to come up with VJA's performance results 1.1.6 Structure of topic CHAPTER 1: INTRODUCTION CHAPTER 2: MARKET ANALYSIS OF AVIATION INDUSTRY AND COMPETITORS: CHAPTER 3: TARGET CUSTOMERS AND POSITIONING STRATEGIES CHAPTER 4: MARKETING MIX STRATEGIES CHAPTER 5: SUMMARY 1.2 OVERVIEW OF VIETJET AIRLINES JOINT STOCK COMPANY 1.2.1 About VJA VietJet's full name is VietJet Aviation Joint Stock Company This is Vietnam's first private airline Not only air transportation, Vietjet also provides consumer demand for goods and services through e-commerce technology applications Currently, Vietjet Air is an official member of the International Air Transport Association (IATA) with the Operational Safety Certificate (IOSA) Currently, Vietjet is operating 80 A320 and A321 aircraft, carrying out more than 385 flights per day, transporting more than 65 million passengers This airline currently has 105 routes covering destinations in Vietnam and a number of international routes such as Japan, Hong Kong, Singapore, Korea, Taiwan, etc In the future, Vietjet Air will open more routes flies throughout the Asia-Pacific region Vietjet's headquarters in Hanoi, address: Van Phuc Diplomatic Corps, Ngoc Khanh ward, Ba Dinh district In Ho Chi Minh City, the head office is at 260 Ung Van Khiem, Binh Thanh District In addition, the company's hotline number is 1900.1796 (support 24/7) 1.2.2 Vision and mission Vision: To become a multinational airline corporation, with a wide network of flights throughout the region and the world, developing not only aviation services but also providing consumer goods on an e-commerce platform, a brand that is loved by customers love and trust Mission: - Exploiting and strongly developing domestic, regional and international routes - Bringing a breakthrough in aviation services - Make air service a popular means of transportation in Vietnam and internationally - Bringing joy and satisfaction to customers with outstanding, luxurious service and friendly smiles 1.2.3 Goals and Core values Goals: Creating a new historical milestone for the aviation industry, making Vietjet a "made in Vietnam" global airline 4.6 PHYSICAL EVIDENCE MANAGEMENT 4.6.1 Definition of evidence Physical Evidence is understood as the location and environment where customers buy and consume products It is the environment in which the company and the customer interact in the exchange of products Initially, this was most relevant to service products, but the line has become blurred between service products and physical products Companies that deal in both service and physical products want to control the physical proof of their products, as it contributes to the overall customer experience It is a way to control and add value through the presentation of intangible elements of the product 4.6.2 Physical evidences in Vietjet Air Physical Environment This is the location and surrounding factors that the customer is in when the product is consumed This is an essential component of Physical Evidence Because it can set thoughts and moods and is a high contributor to perceived value • Ticket counters and check-in areas: the main locations are large and small airports across the country such as Tan Son Nhat, Noi Bai, Phu Quoc airports, etc In the ticket counter area, the Vietjet Air ticketing area will is a separate area from other airlines, in addition, at the check-in area, there will be Vietjet Air's own staff to serve and guide enthusiastically • Lounge: Vietjet has a system of modern and luxurious lounges at airports serving Skyboss passengers Passengers can rest, relax, exchange work, meet partners in a separate and fully equipped space such as a private screen providing information about the flight, a rich buffet and a bar, newspaper/magazine newspapers, free wifi and other amenities for business and leisure needs • In-flight service: comfortable seats that can be adjusted when sitting and lying down, rich and diverse menu including hot dishes, instant dishes, rich snacks and more than 20 kinds of hot drinks and Different cold Asian and European style prepared by chefs from star restaurants In addition, a special thing is that Vietjet also serves both vegetables and diet dishes according to the needs of customers 49 • In-flight entertainment: In addition to equipping screens, books and magazines, Vietjet regularly conducts a number of entertainment activities and exchanges with passengers on board such as Carnival dance, Gangnam style dance, etc wedding on the plane,… with the participation of famous artists In addition, on major holidays such as Tet, Vietjet organizes events to distribute lucky money, distribute fortune at the beginning of the year, Christmas gifts, gifts for women and children, etc Spatial Layout This is a component, acting in conjunction with the physical environment This is how the environment is set up • Ticket counter: as mentioned before, the ticket counter of Vietjet Air will be arranged separately with a distinctive red background to attract the attention of customers as soon as they enter the area inside the airport • On the plane: with a capacity of up to 100 people in which the seats are arranged in two rows with a total of six rows, three rows on each side are numbered from left to right with capital letters A respectively – B – C – are the rows right near the entrance of the aircraft until D – E – F inside In addition, there are areas on the plane with different prices to suit the needs of each customer: the front seating area is for VIP guests with the best quality, seats wide and very comfortable, followed by the regular row area, in this area the legroom will be somewhat more limited than the red seats, and need to be aware that this area is usually a bit noisy and more likely to cause intoxication because the rear rows are closer to the plane's engine, so during take-off and landing, there is often shaking combined with the noise of the aircraft engine Corporate Branding This is another component of physical evidence This is an important factor in how customers perceive your business Sometimes, brands are in other areas of the marketing mix However, it does have a definite place in the physical evidence as brands contribute to the intangible aspects of the customer experience Thus, branding helps to establish the customer's perception of your product For the airline Vietjet Air, which is already extremely famous with domestic customers, is the first private low-cost airline in Vietnam with a young, dynamic and professional staff Not only that, the airline often gives passengers promotions for dong airfares in the golden hour from 12 to 14 o'clock It can be seen that the "cheap" factor is the 50 best factor to attract customers to use its services, it seems that when it comes to cheap airfares, only Vietjet Air is the more appropriate choice than ever over In addition, the airline has a policy of easy ticket exchange, name change, and itinerary change with a fee Currently, Vietjet Air is rated as the second best low-cost airline in Southeast Asia The airline also offers a lot of impressive services to make customers most comfortable on flights With continuous efforts, Vietjet Air is currently a low-cost airline trusted by many passengers Consistency This is an important component of physical evidence You want your customers to know that when they use your product, what to expect and get in return Therefore, consistency allows you to perform above that expectation Consistency helps to reduce a large part of the risk when a buyer uses a new product As a result, a purchase is more likely to happen the first time as well as the next Vietjet Air's consistency is reflected in all aspects and is consistent from start to finish: • Main colors: red and a bit combined with yellow, these are the two main colors that Vietjet has always used since its inception until now It appears from the logo, paint color of the plane, the official website of the airline, staff uniforms, airplane seats and all printed products such as airline tickets, posters, banners, etc Because of this, the general invisible created Give customers a deep impression of the company • Main slogan of the airline: "Flying is like right away!" With thoughtful and concise content, it seems to be popular everywhere, from tangible printed items to such invisible campaigns, advertising, and marketing for brands • This "cheap" factor is also a decisive factor when customers choose its services It seems that when it comes to "low-cost airline", the majority of customers subconsciously think of Vietjet Air, this is also the airline's greatest success in building brand consistency Ambiance This is important in setting the customer's mood It can include a number of factors such as: lighting, music, clothing, employee attitudes, and many other components of external evidence • Clothing: as one of the most beautiful and attractive airline uniforms in the world, with the highlight of the new red shirt and plaid shorts, Vietjet Air believes that this outfit will bring a new feeling and a dynamic, youthful space for passengers on a long flight This uniform 51 model was inspired by European designers from the uniforms of "cadet soldiers" in the old national guard team The uniform consisting of a calorie hat, a red shirt, and a youthful and dynamic plaid shorts, worn by the airline's flight attendants, enhances the beauty full of vitality, aspiration, youth and strong faith List is always ready to conquer the skies of Vietnam and the world Vietjet Air uniforms are very popular with foreign tourists, because they can find a hint of luxury, modern British style in the outfit of a Vietnamese airline Besides factors such as modern aircraft fleet, friendly and professional crew of pilots, flight attendants, advanced distribution channels, economical fares It is these costumes that have gradually won many sympathy from customers • Employee attitudes: In addition to the standards of staff service attitude that are friendly, sociable and serious at work, the positions that have a direct influence on the customer's perception are pilots and flight attendants, Vietjet always train and select in a much more specialized way, they must always ensure the standards set by the company So when flight attendants and pilots serve passengers, it will be very different, for example, always smiling properly, service attitude is always positive, soft spoken, timely and agile handling of situations,… • Passenger services: This is also an extremely important factor for customers and airlines that is the customer's luggage, the staff as well as the flight attendants are always responsible for the customer's luggage Their task is to carry and move the luggage to the right place and to the customer at the right time, if there is any problem with the luggage, the airline staff is more or less affected so this is what Airline employees are required to their best from the time of picking up passengers from the airport to the time the customer leaves the airport • Flight support equipment: this is one of the airline's direct service product packages that come to customers from seats that are designed to help customers sit or lie down at will, menus The food on the plane must also ensure a certain quality, the toilet on the plane, although somewhat limited compared to the ground, still ensures sufficient hygiene, or is useful as the guide of the flight attendants about medical equipment, emergency exits, etc must also be clear 4.6.3 Physical evidence assessment of Vietjet Air Pros: In general, the service quality of Vietjet Air has mostly received positive responses from customers at a level that is just enough for that customer segment Perhaps the 52 biggest advantage of this airline is that it is a private airline, so it has great economic potential, both financial and legal risk tolerance, so it seems that the equipment serves the needs of customers seems to be fully satisfied The young, dynamic staff creates a positive feeling and conveys this fresh energy to customers very well The aviation market has always been a potential market and Vietjet seems to have seized the opportunity very well by continuously being in the top of the best airlines in Southeast Asia and also in Vietnam In the future, Vietjet and other private airlines will receive support from the Government to help Vietjet improve and develop even more Cons: Although Vietjet Air is a private airline, its ability to develop and innovate is enormous However, over the years, Vietjet has still received many negative reactions in many areas such as controversial advertising and marketing strategies and received mixed reviews (especially the 2018 event) , or the attitude of the staff to handle the situation and the quality of service many times is not correct because most of Vietjet's employees are young people who not have enough experience and are not professional, so it happened undesirable situations This also partly reflects the organizational structure, management sometimes has problems Therefore, in recent years, Vietjet's advertising and marketing campaigns have not achieved the desired effect A final factor is that in the long term, the more competitive the aviation market will be (for example, the introduction of Bamboo Airways) will partly reduce the interest in the airline 4.6.4 Solutions and proposals for Vietjet Air company In the long run, increasing customer demand requires airlines, not only Vietjet Air, to constantly update and meet those needs of customers, so Vietjet is forced to have long-term plans as long as it is still effective, then you can regain your position on the "battlefield" in the air So I have a few suggestions as well as solutions to overcome those situations: • Taking advantage of the existing physical evindence, now we will develop it further, the ticket counter will be compact but more convenient, or we can encourage customers to book tickets online printing will be much faster without waiting in line Besides, the training of all employees is a bit more rigorous, because in the past, the controversy about Vietjet Air's service quality happened mostly at the airport, so please train the airline Airport staff must also be very thorough and up to standards On the plane, it seems to be more stable and in the near future Vietjet Air promises to purchase more types of aircraft with more advanced technology 53 that will help overcome many technical problems on the plane such as strong shaking that makes customers uncomfortable, motion sickness or the quality of food is more diverse with more dishes to increase the choice of customers • Regarding the disadvantages that Vietjet Air is facing, we need to learn from and forgive more Although knowing that the company's strategies in recent years have encountered many difficulties due to the COVID-19 pandemic and have not achieved the desired effect, the need to so now is to wait and continue to try as much as possible more I realize that so far, Vietjet has always been associated with a young and dynamic image that attracts customers, so always keep it and re-train it in a more methodical way, even though you know that youth There will be times when it is impulsive and not well thought out, but I believe that it is completely possible for the company to train its staff to become more professional At the present time, Vietjet Air still maintains the quality of service which is extremely commendable, what they are lacking is a breath that can revive them 54 4.7 PEOPLE 4.7.1 Service employees 4.7.1.1 Service employees are crucially important Among the most demanding jobs in service businesses are the so-called frontline jobs Employees working in these customer-facing jobs span the boundary between inside and outside the organization They are expected to be fast and efficient in executi pera tional tasks as well as courteous and helpful in dealing with customers In fact, frontline employees are a key input for delivering service excellence and competitive advantage Therefore, behind most of today's successful service organizations stands a firm commitment to effective management of human resources (HR) including recruitment, selection, training, motivation, and retention of employees Organizations that display this commitment understand the economic payoff from investing in their people These firms are also characterized by a distinctive culture of service leadership and role mod cling by top management It is probably harder for competitors to duplicate high performance human assets compared to any other corporate resource 4.7.1.2 Service employees as a source of Customer Loyalty and Competitive Advantage From a customer's perspective, the encounter with service staff is probably th most important aspect of a service From the firm's perspective, the service levels and the way service is delivered by the frontline personnel can be an important source of differentiation as well as competitive advantage Service employees are so important to customers and the firm's competitive positioning because the frontline: • Is a core part of the product Often, the service employees is the most visible ele ment of the service, delivers the service, and significantly determines service quality • Is the service firm Frontline employees represent the service firm, and from a customer's perspective, they are the firm • Is the brand Frontline employees and the service they provide often are a core part of the brand The employees determine whether the brand promise is delivered 55 • Affects sales Service personnel often are crucially important for generating sales cross- sales, and up-sales • Determine productivity Frontline employees have heavy influence on the pro ductivity of frontline operations 4.7.2 Human Resource On entering the market with only the first aircraft, Vietjet's fleet has grown to more than 40 aircraft so far The company said that it has prepared very carefully so as not to face difficulties in human resources Vietjet Air currently has 154 pilots, 303 flight attendants including foreigners, 30 flight operators and 260 technical personnel VietJet's human resources are mainly in aviation such as managers, pilots, aircraft technicians, flight dispatchers, ground service staff, flight attendants, etc domestic and foreign training In addition to human resources with aviation experience, Vietjet also recruits input from universities, colleges, and other aviation training institutions at home and abroad These employees will continue to be trained according to the standards of the aviation industry at Vietjet's training center before joining the operation chain Therefore, Vietjet's human resources are selected from more than 30 different countries, fully meeting the capacity and experience in the aviation industry On average, this airline receives aircraft per month and needs to prepare 10 pilots, 18 flight attendants for A320 aircraft and 23 flight attendants for A321 aircraft From the beginning of 2016 up to now, the airline has received nearly 600 pilot applications, over 3,000 flight attendants From the beginning of 2016 up to now, the airline has received nearly 600 pilot applications, over 3,000 flight attendants With the goal of building Vietjet into a global multinational airline, having many foreign employees (pilots, flight attendants, technical staff) is in line with Vietjet's goals and development orientation The costume is also another outstanding highlight that attracts many customers both at home and abroad, the costume with the main color is red symbolizing the color of the flag of Vietnam Vietjet always brings goodwill to customers: Outfits for women: • Over-the-knee checkered shorts • Short-sleeved shirts 56 • Canoe hats • Wear skin-colored socks (if any), not wear socks of other colors • Bold makeup Outfits for men • Trousers • Short-sleeved shirtsy 4.7.3 Customer services Vietjet's online flight booking service is quite satisfied by customers, fast and accurate, saving time, there are always many reception staff to help customers book tickets whenever via phone number Vietjet Air box office 19001886 In addition to fierce competition with national airlines and other brands such as Jetstar or Air Asia, Vietjet Air is gradually asserting its position in the market Vietjet Air's success is primarily due to its wise brand positioning On 3th July, Vietjet signed a comprehensive cooperation agreement with Amadeus - a leading technology partner in the field of global aviation and tourism Through Amadeus' agent network, Vietjet will provide information on products, services, and promotions on domestic and international flights operated by Vietjet Through Amadeus' agent network, Vietjet will provide information on products, services, and promotions on domestic and international flights operated by Vietjet The parties will complete the connection in the shortest time In addition, Vietjet also chooses the Amadeus e-ticketing system to manage additional services serving markets in Vietnam and other countries in the region The birth of the private low-cost airline Vietjet Air has marked a strong development of the low-cost airline industry in Vietnam, now people with low incomes can still travel by air This is really foreign to them Vietjet Air is receiving a lot of love from customers Currently, the company is providing some special services as follows: • Vietjet Air service for blind and deaf customers • Vietjet Air service supports wheelchairs • Vietjet Air's additional seat purchase service 57 • Vietjet Air supports pregnant customers • Vietjet Air supports elderly customers To meet the needs of air travel for all passengers, Vietjet Air also provides basic transportation services at the most reasonable cost to customers for the additional service that will be served according to their needs customer needs, such as dining, management or seat selection,… • Recognizing the rising trend of social networks, mainly among young users, Vietjet Air integrates deeply into Zalo so that users can book tickets, check-in, and track schedules quickly and efficiently This is also one of the factors that brought Vietjet's strong boom in the past year • Hot meals cost about 50,000 VND for breakfast, lunch, and dinner such as: crab stir- fry, mixed fried rice, rice cake, fried noodles, spaghetti, etc For combo A hot meal with a drink costs about 65,000 VND Besides, Vietjet also serves instant meals such as instant noodles, instant noodle soup, and instant noodle soup with the price of 30,000 VND/serving • Vietjet Air not only serves bottled water and milk The airline also serves passengers traveling on flights with fruit juices such as orange juice, lemonade, watermelon or coconut water There is also instant coffee, but also coffee prepared by a professional bartender • Passengers traveling on Vietjet Air flights are not only served with the usual amenities but also can buy souvenirs at extremely cheap prices • On Vietjet Air's flights, there is extremely fast and quality medical service due to taking care of passengers who have health problems or are affected by the sudden change in the environment However, flight attendants will not provide injections or other medical services Flight attendants support professional cases Therefore, passengers, if they are in love after special services, it is as if they have to contact the goods in advance to be arranged separately 4.7.4 Problems and suggestions for future Although the quality is highly appreciated by customers, this airline has encountered many negative complaints such as: • There are consecutive scandals occurring with a dense level Recently, VietJet Air was accused of refusing to provide services to passengers with disabilities Specifically, a female 58 passenger with disabilities booked a round-trip ticket and boarded a VietJet Air flight from Hanoi to Da Nang, however, when she checked in to Hanoi, the airline refused • The staff points directly to the face and throws the luggage of the guest to the ground The incident happened when passengers on the flight arrived early but were still forced to wait in line for too long, leading to a delay He was asked to pay the penalty fee, so angry, the two sides exchanged words • The customer complained that her belongings were searched when she departed from Thailand airport to Noi Bai on May 23, she lost all her expensive clothes and was worth up to 20 million VND, making the passengers angry It is necessary to focus on developing and improving the quality of the staff, having more policies on rewards, insurance, security facilities such as insurance, appropriate New Year holidays and annual leave, periodical salary increases, identifying according to ability… In Vietnam, the aviation industry is in the process of development and is expected to grow strongly in the coming time Vietnam is located in a dynamic aviation sector with the recovery of world aviation, investment in tourism has increased sharply, people's living standards are increasingly improving the quality of tourism Expand the route system more to many different places in the world, not just domestic routes Building the right marketing strategies, targeting potential customers, Vietjet should have more attractive promotions on ticket prices, chances of winning tours organized by Vietjet, and other attractive incentives to create excitement for customers about the brand, strengthen trust and beat other competitors: Bamboo, Vietnam Airline, Jetstar pacific, 4.7.5 Pros and Cons of People’s Strategy Pros: • There is a team of professional and talented crews from many different countries, always answering about the performance, experience in the aviation industry • The leadership team is talented, decisive and close to employees and partners, ready to cooperate to help businesses develop more sustainably • Clear personnel policy, with remuneration and welfare regimes from airlines such as Singapore, Malaysia,… 59 Cons: • Employees often make mistakes in customer care, receive many complaints, and underestimate them compared to other airlines • VJA often has to delay flight time with domestic and foreign flights • Customer care service on each flight is lacking, the price of food sold is said to be quite high for customers 4.7.6 Solutions and proposals for Vietjet Air company Staff: Strict training and training on the process and attitude of service to customers (when Vietjet is not appreciated for its service attitude), strict sanctions to avoid the situation of staff showing disrespect to customers row Pilots: Promote quality pilot training to serve human resources, reduce pilots with licenses in Pakistan to avoid losing customers' trust in fake licenses, have a good salary policy to avoid situations Pilot shortage affects the frequency of flight operations Customer Pay more attention to customer service (call center, enthusiastic support to answer questions) Making cards for loyal customers (tracking flights, frequency of flights/year, accumulating points meeting the points requirements to receive special offers) 60 CHAPTER 5: SUMMARY Through the study of service quality about Vietjet, the first private airline in Vietnam was established in 7/2007 However, up to now, the airline has received great trust from customers and abroad with its outstanding development compared to competitors VNA, Bamboo, Jetstar Pacific, In addition, VJA is an airline operating under Vietnam Airlines new low-cost alternative aviation model and provide a wide range of services for customers, which help them have more choices to choose With more than 385 flights per day and more than 105 domestic and international routes to Japan, Hong Kong, Singapore, Korea, Vietjet Air currently has 154 pilots, 303 flight attendants including foreigners, 30 flight operators and 260 technical personnel VietJet's human resources are mainly in aviation such as managers, pilots, aircraft technicians, flight dispatchers, ground service staff, flight attendants, domestic and foreign training In addition to human resources with aviation experience VJA focuses much on segmenting target customers who are young and dynamic people VietJet Air had the idea to attract this group of customers, so the brand personality was built on three personality traits "playful", "creative" and "inspiring" In addition, VJA also targets customers who are proficient in using modern technologies For high-income customers, VJA has highclass services suitable for these customers who can enjoy personalized servies when they use Vietjet’s premium services Customers who use Vietjet services will feel extremely satisfied and excited when they can send feedbacks to the company to evaluate the qualities and hazards asscociated with a service offering during the decision-making process As a major airline, VJA's product portfolio is extremely diverse with flight ticket classes such as: Skyboss, Deluxe, Eco and Promo in addition to customer care support services such as catering and checked baggage service, disability support services, insurance, etc Vietjet will provide information on products, services, and promotions on domestic and international flights operated by Vietjet In addition, on each flight of the airline, there are other services: selling food, teddy bears, souvenirs To be known for its products, VJA always has reasonable and effective marketing communication advertising strategies with many promotional policies, VietJet Air still pursues the image of bikini models In particular, including supermodel Minh Tu and supermodel Celine Farach, 20 years old, who are "storming" with the title "Hottest girl on social networks, Vietjet allows models to wear bikinis to welcome requests Vietnam U23 team on the flight from Changzhou (China) to Vietnam after the end of the 2018 Asian U23 61 Championship Through these things, VJA has upgraded brand awareness for valuable customers and increase revenue VJA has invalid strategy properly by positioning links market analysis and competitor analysis to internal corporate analy-sis From these three, a position statement can be developed that allows the service organization to answer sis questions for developing an effective positioning strategy based on market analysis, internal corporate analysis, competitor analysis Along with the pricing strategy, VJA develops based on three main foundations: Cost-Based Pricing, Value-Based Pricing, Competition-Based Pricing with a reasonable strategy, customers with low income can still travel by air more VJA’s distribution strategy theo indirect distribution: Traveloka, Momo,… and direct distribution: Online channels websites, mobile booking, applications,… The distribution system includes agents and general sake agents located both in country and abroad 62 DOCUMENTATION Nguyen Thi Thuy Binh, 2021, Vietjet Air - Bay thích (https://www.vietjetair.com/vi) Do Xuan Quang, 2021, MUA HÀNH LÝ, GHẾ NGỒI, SUẤT ĂN VÀ HƠN THẾ NỮA (https://www.vietjetair.com/vi?fbclid=IwAR203xjqBMoT23GR- kzDd5tfSlONC8pzgdDOWGr5snyEMDtO5nr91XjK50E) 63 ... using Vietjet Air'' s services: During the experience of Vietjet Air'' s services, the airline has shown customers the true quality of service This thing is doing from the customer check-in before the. .. international people with the rate of on-time flights and service quality that is always at the forefront of the industry The highlight of the airline is that it always offers many choices of flights, not... to choose the topic: "Marketing Mix Strategy of Vietjet Aviation Joint Stock Company" as our research topic 1.1.2 Objectives of the study - Learn about Marketing Mix activities of Vietjet Aviation