(TIỂU LUẬN) TOPIC BUILDING a MARKETING PLAN FOR VINFASTS ELECTRIC CAR PRODUCTS

THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING - - Class: CLC_19DM07 MARKETING MANAGEMENT TOPIC BUILDING A MARKETING PLAN FOR VINFAST'S ELECTRIC CAR PRODUCTS FACULTY OF MARKETING SPECIALIZED MARKETING MANAGEMENT Ho Chi Minh city, 2021 0 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING - - Lớp: CLC_19DM07 MARKETING MANAGEMENT TOPIC BUILDING A MARKETING PLAN FOR VINFAST'S ELECTRIC CAR PRODUCTS FACULTY OF MARKETING SPECIALIZED MARKETING MANAGEMENT Lecturers: Students do: Ngơ Minh Trang Phan Trí Dũng 1921005398 Lâm My Sa 1921005634 Lê Huỳnh Nhật Nguyệt 1921005573 Ho Chi Minh city, 2021 0 TABLE OF CONTENT EXECUTIVE SUMMARY 2 INTRODUCE MARKET ANALYSIS 3.1 Macroenvironment 3.1.1 Economic 3.1.2 Natural 3.1.3 Political 3.1.4 Social - Cultural 3.1.5 Technological 3.2 Competition 3.3 Electric car industry SWOT ANALYSIS 4.1 SWOT of Vinfast 4.2 SWOT of product SEGMENTATION AND POSITION STRATEGY .10 5.1 Segmentation strategy 10 5.1.1 Geographic Segmentation 10 5.1.2 Demographic Segmentation 11 5.1.3 Income Segmentation 11 5.1.4 Psychographic Segmentation 12 5.2 Posititation Strategy 13 5.2.1 Value-based positioning strategy 13 MARKETING MIX STRATEGY 14 6.1 Product 14 6.1.1 Product adaptation strategy 14 6.1.2 Strategy for each product 16 ACTION PLAN 21 CONCLUSION 22 LIST OF REFERENCES & ORIGINALITY 22 10 APPENDIX 23 10.1 Financial Paper 23 10.2 Expense Budget 23 10.3 Member’s group work assessment 24 0 EXECUTIVE SUMMARY The report fully shows the activities in the integrated communication plan for electric cars under the VinFast brand The communication strategy will be focused on implementing in some forms such as advertising, PR, events, OOH and hitting the Vietnamese market hard In the world today, electric cars are very popular and popular, but in Vietnam, the market share of this car is less and new to users Vinfast's electric cars have only just entered its first phase, so Vinfast is under a lot of pressure to compete with rivals that gasoline cars have been around for a long time The objective of the communication plan is to increase customer awareness about electric cars and build trust in customers about this model Therefore, the communication strategy is implemented through TVC with the message "Explode electric Era to save the Earth" to enhance the value and outstanding benefits of electric cars compared to gasoline vehicles in terms of environment and clean energy, while highlighting its superior features Besides, accompanied by interactive Event activities, CSR is also an activity that helps businesses take responsibility to the community and impact consumer awareness in protecting the environment better and better INTRODUCE VinFast is an automotive startup with the backing of Vingroup - the largest private enterprise in Vietnam, that's why we freely design cars in new and bold directions From the very beginning, our goal was to create world-class cars with a Vietnamese identity VinFast is Vietnam's first branded car This brand is owned by VinFast Manufacturing and Trading Company Limited (VinFast LLC), a member of Vingroup Group, led by Mr Pham Nhat Vuong as Director With the mission of "Creating a better life for the people of Vietnam", Vingroup has developed a diversified investment portfolio in many business areasVingroup continues the prerequisite style and first guide used in each of its businesses, introducing customers to a completely new, modern lifestyle with products and services of international standards Vingroup continues to pioneer and lead the consumption trend in each of its businesses, introducing to Vietnamese consumers a completely new and modern lifestyle with products and services of international standards Vingroup has built a prestigious Vietnamese brand, recognized and proud to be one of the leading private enterprises in the country 0 Let's see how Vinfast's Social Media strategy has exploded so that it can have a dream start in the market MARKET ANALYSIS 3.1 Macroenvironment 3.1.1 Economic Economic growth rate (GDP) In recent years, Vietnam has had a remarkable and stable growth rate The year VinFast was established - 2017 is considered a miracle year of the Vietnamese economy The economic growth rate reached 6.81%, exceeding the set target of 6.7% In the second half of the year, there was a spectacular breakthrough of over 7% (7.46% in the third quarter, 7.65%) in the fourth quarter, creating a big boost for our economy This is also a record number in the past 10 years In the following years, the economic growth rate remains impressive when reaching 7.08% in 2018 and 7.02% in 2019 Although in 2019, the growth rate is somewhat reduced, but the This number is still very high compared to previous years These remarkable economic growth marks have created momentum for the development of Vinfast with many open opportunities and a solid foundation, especially in expanding its scale and increasing investment GDP growth rate in the last 10 years 6.87 6.24 5.32 6.81 6.68 5.42 2012 2013 7.02 2018 2019 6.21 5.98 5.25 7.08 2009 2010 2011 2014 2015 2016 2017 Economic growth rate Chart 1: GDP growth rate in the last 10 years (Source: General Statistics Office) 0 CPI The inflation rate (consumer price index – CPI) also affects both production and consumption When the inflation rate is high, it will adversely affect consumption, reduce demand, reduce consumption, discourage production and reduce investment Poisonous CPI changes in recent years 25 20 % 15 10 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Chart 2: Poisonous CPI changes in recent years (Source: General Statistics Office) Inflation index in 2019 is about 2.79%, the lowest in the last years when it was 3.54% in 2018 and 3.53% in 2017, this index is much lower than growth, helping to increase inflation growth makes more sense In Vietnam, the automobile industry also accounts for 3% of the country's GDP It is for this reason that the industry always receives special attention and treatment from the government 0 Contribution of the auto industry to GDP 14 12 12 10 4 3.25 America Thailand Germany China Viet Nam Contribution of the auto industry to GDP (%) Chart 3: Contribution of the auto industry to GDP (Source: Eurostat, Synthetic CTS) Electric cars are becoming more popular than ever when they can solve the problem of urban pollution, self-driving systems are also being invested and developed strongly 3.1.2 Natural In Vietnam, dust pollution caused by vehicles such as cars, motorbikes, etc in urban areas continues to remain at a high level, which has also caused negative impacts on people's health The production of electric vehicles is also a way to reduce pollution and is supported by the people and the government 3.1.3 Political The automobile industry has always received enthusiastic attention from the government, making a large contribution to the country's GDP The business environment has changed, however, the two industries that always receive priority are Automotive and Steel and are usually not included in the list of exempted or reduced tax lines, except for ATIGA and possibly EVFTA 3.1.4 Social - Cultural VinFast up to this point has had a result that, according to the foreign press, is promoting national pride, bringing a dynamic and modern Vietnam image but also rich in national identity ethnicity Just like the recent trend "Vietnamese people give priority to using Vietnamese products" has shown a positive side in the development of Vietnam's automobile industry 0 3.1.5 Technological Vingroup has chosen the world's leading partners and has advanced solutions in the application of 4.0 technology to design and install production lines for VinFast's automobile factories Picture 1: Inside the vinfast factory (Source: Báo Thanh Niên) Currently, Vinfast produces and markets electric vehicles, along with the cooperation with major petroleum distributors in Vietnam such as Petrolimex, PVOil to develop infrastructure and systems various charging stations (normal charging station, fast charging station, battery rental); integrating overnight charging stations in apartment basements and charging stations at VinMart, creating convenience for car users and contributing to solving the challenge of environmental pollution 3.2 Competition Every business does business in an environment with different competitors: • Competitors in different industries • Competition takes place within the same industry • A product category with competition between brands 0 With the habit of using traditional cars in the Vietnamese market (gasoline-powered engines), the competitors here can be mentioned as corporations as well as big car manufacturers such as THACO, Honda, Hyundai, Toyota, Ford, Competitive market: Thaco regains market leading position; Honda and Hyundai achieved outstanding results by focusing on CKD vehicles; Toyota and Ford regain a share of market share Picture 2: Vinfast's competitors (Source: Vinfast web) VinFast can increase industry competition VinFast, a subsidiary specializing in automobile manufacturing of Vingroup (HSX: VIC), seems to be ready for entry into the automobile market in Vietnam Firstly, the company has invested strongly in VinFast automobile production complex (335 ha) in Hai Phong with an expected capital of USD 3.5 billion in the period of 2018-2019 The factory has been urgently built and is about to be completed Secondly, VinFast acquired General Motor (GM) Vietnam in June 2018 Accordingly, Vinfast will receive: Heowns GM Hanoi factory to produce hatchbacks; Nationwidenetwork of agents; Vehicledistribution Based on that, VinFast intends to build an automotive industry ecosystem consisting of assembly plants, suppliers and auto dealer 0 For the international market, Tesla is a formidable rival of Vinfast, has been born for a long time and has a reputation in electric cars, but with the prospect of international integration Vinfast will go further and further in the future 3.3 Electric car industry In addition, the electric car industry is a synthesis of many other industries, so if electric vehicles develop, the anth aid industry also develops accordingly, can create breakthroughs, solve macro problems such as jobs, income as well as raise national status On a national scale, electric vehicles are the trend and ambition of most governments, from developed to developing countries If you replace gasoline and oil vehicles with electric vehicles, the air will be greatly cleaner because of a significant reduction in fine dust In addition, greenhouse effects, noise pollution are also problems that electric vehicles will solve thoroughly compared to gasoline and oil vehicles That means vinfast is on the right track and becoming a pioneer in bringing electric cars into the Vietnamese market, which is a strength of Vinfast that makes competitors hesitate for the monopoly for a period of time before the electric cars of rival companies start to enter A system of synchronization from production, consumption to use is being applied by countries to promote electric vehicles and limit gasoline vehicles What kind of incentives are applied depends on the reality of the economy, the state budget as well as the long-term orientations in each place But according to experts, in order to populare new types of vehicles, there still needs to be separate mechanisms for all processes as countries are doing Even if Vingroup's proposal is approved, it may not be enough to motivate consumers to buy electric cars SWOT ANALYSIS 4.1 SWOT of Vinfast Strengths Weaknesses · Stable human resources · Not yet a floating brand in the · Strong financial resources market · Positive brand image · Maintenance and maintenance service costs are not satisfied · High Level of Standard Fit - Quality customers Management · Marketing ability, PR for VinFast · Dense agent network products is not yet an advantage Opportunities Threats 0 density of the whole country reached 290 people/km2, an increase of 31 people/km2 compared to 2009 Two cities with high population density in the country are Hanoi 2,398 people/km2 and Ho Chi Minh City 4,363 people/km2 The population density of these two socio-economic centers is more than 10 times higher than that of the whole country Picture 3: Vinfast factory seen from above (Source: CafeF) From there, it can be seen that the demand for car ownership will be greater due to the larger and larger population size Abundant labor resources, the quality of labor resources is increasingly improved VinFast will receive a lot of advantages from the population environment in Vietnam However, Vietnam's population is aging and Vietnam's attractive market attracts many domestic and foreign businesses, making the competition in the market increasingly fierce 5.1.2 Demographic Segmentation As a car company targeting many target classes, Vinfast car lines are suitable for all genders, customer age ranges from 30 to 50 years old, and there are always available models for all sizes family size 5.1.3 Income Segmentation Per capita income has grown well (about 3000 USD/person), which has created favorable conditions for people to have access to cars - an asset that was previously considered a luxury 0 It is expected that in 2025, Vietnam's GDP per capita will reach about 4,688 USD, bringing Vietnam into the group of high-middle-income countries Stable macro environment supports car demand growth Per capita income grew well, while inflation and exchange rate were managed in a timely and reasonable manner, creating favorable conditions for people to access cars - an asset that was previously considered a luxury Average monthly income per month in 2020 8000 7000 6000 Thousand VND 5000 4000 3000 2000 1000 nh Bì ng ươ D CM H TP Hà i Nộ Đ ng ồồ i Na nh Ni c ắ Bắ Đà ẵng Nắ Hả ng hò P i ồn Cầ Th Bà g ũn V a Rị u Tà Qu g ản m Na Average monthly income per month in 2020 Chart 4: Average monthly income per month in 2020 (Source: CafeF) With such income, the customer group is also divided into groups:  Average customer group Income: From 30-40 million VNĐ, interested in price  Middle-class customer group Income: From 40 to 40 million VNĐ, interested in price and utility  High-class customer group Income: over 60 million VNĐ, interested in quality, technology, convenience 5.1.4 Psychographic Segmentation  Popular customer group: Price 0 The purpose of buying a car of this group of customers is the need to move They often focus on price, product costs (fuel, maintenance, spare parts, ), compare with many different product lines to consider options  Middle-class customer group: Price, utility With a stable economic background, this group of customers will consider a more fully equipped car in a certain price range Picture 4: Image of staff advising customers (Source: Tin Tức Xe Cộ)  High-class customer group: Quality, technology, convenience Customers in this group will prioritize the quality, technology and comfort of the car The mentality of enjoying and wanting the most comfortable space when moving is probably the top priority of people with money  Family customer group: Safe, comfortable, durable Families with small children when buying a car often prioritize safety, comfortable space, and spacious enough for members Because young children are often active and playful, manufacturers are also "very psychological" when designing the most optimal storage space for these vehicles, so that families can have comfortable and enough trips storage space  Individual customer group: Convenience, showing individuality 0 Groups of customers who are single or only have personal use needs and have high incomes will aim for cars that show their own personality The car is not only a means of daily transportation, but also acts as a "jewelry" that enhances the value of the owner 5.2 Posititation Strategy 5.2.1 Value-based positioning strategy In Vietnam, Vingroup is a group of companies with great influence, which is one of the reasons for Vinfast to become one of the most valuable companies with the second largest market capitalization in the automotive industry Vietnam Many young companies believe that profit is the most important thing to develop a company However, Vinfast is not like that, Mr Pham Nhat Vuong (Chairman of Vingroup's Board of Directors) said that in order to compete with other brands, market share is a prerequisite factor to lead to profits later, which As a result, Vinfast accepted a capital loss in order to gain a large market share in Vietnam Picture 5: Mr Pham Nhat Vuong (Chairman of Vingroup's Board of Directors) To be able to capture market share, it can be seen that Vinfast has manufactured cars according to BMW technology, under the guidance of BMW experts, and other details are made by the world's leading famous manufacturers Indeed, VinFast's strategy of gaining market share was realized shortly after the brand entered the market not long after 0 MARKETING MIX STRATEGY 6.1 Product 6.1.1 Product adaptation strategy Thanks to the combination with the famous Italian brand Pininfarina, VinFast VF E34, VFe35 has conquered all the most demanding customers with its luxurious and sporty design Picture 6: Product image VFe35 ( Source: Web) 0 Picture 7: Product image VFe34 (Source: Website) In addition, Vinfast also invested in the interior design of this electric vehicle product line, as well as equipped with safety systems for these models (certified from the new car evaluation program of Southeast Asia Asean) NCAP, 04 stars for Vinfast VF E34 (standard version) The high-end version is also rated 05 stars by Euro NCAP for safety features) VFe34 VFe35 Digital Number of seats seats Hips Dimension Length x Width x Height: 4750 x 2950 x ? mm 4,300 x 1793 x 1,613 mm Base length: 2611mm Ground clearance: 180mm Weight (self-esteem) 1,490 kg ? Airbag System Engine Maximum power: Maximum power: 110kW/147HP 300kW/408HP Maximum torque: 242 Nm Maximum torque: 640 Nm Battery type: Lithium – ion Battery type: Lithium – ion (NCA) IP67 standard (NCA) IP67 standard Distance of 01 full charge: Distance in 30 minutes 300km (according to NEDC charging: Pin 0 standard) 70% charge and 300km Travel 180km after only 15 (fast charging technology minutes of charging using DC60kW CCS2) VinFast's fast charging port Featured Voice control   features Self-study, memority and       Environmentally friendly   Cost-effectiveness   Convenient   proposals Smart vehicle management application Smart vehicle management application 6.1.2 Strategy for each product Proactive innovation With the increasing number of cars in the Vietnamese market as well as the increase in air pollution caused by vehicles Understanding this, Vinfast is trying to develop electric vehicles, including models such as VFe34, VFe35 that are about to be launched in Vietnam (VFe34) and the US (VFe35) pole As a company with a position in the top list of Vietnam, Vinfast has combined with Pininfarina of Italy; and cooperates with famous global automotive engineering and manufacturing companies The cooperation with these famous brands not only helps Vinfast have the same quality as other car manufacturers around the world, but also strengthens the image of high-class Vietnamese cars in the hearts of users Price The price strategy will help businesses achieve one or more marketing goals (increased market share, maximum profit, ) mainly through the application of a reasonable price for products / services at a specified time Vinfast can apply the following price strategies for product lines of VF e34, VF e35 as follows: 0 a When launching: Market-penetration Pricing: This is the time to promote new products, so Vinfast needs to apply the lowest price possible with the goal of gaining market share and covering the awareness and favorite of both cars Vinfast must accept losses in the first place to achieve the goal, then gradually bring the product price back to the possible level to help the business be profitable: The recommended price in the first2 months of launch is as follows: VF e34 590 million VNĐ VF e35 estimated price 700 - 800 million VND Optional-product Pricing: Vinfast can sell cars with one or more optional products (car parts, car interior, spare tires, 1-for-1 policy when the car has problems) at a cheaper price if buying each product separately This strategy can increase the competition of the main product (electric cars have just launched) b After launching to the market for a while: Promotional pricing: On Tet holidays, Black Friday, Vingroup's birthday, Vinfast can offer promotional policies such as sharp discounts to boost its sales these days Credit-term pricing: The trend of installments and post-payment is gradually gaining popularity in today's society Vinfast can apply, customers can immediately own VF e34 with a pre-deposit and installment amount with 0% interest rate on term That helps to accelerate sales, satisfy customers in the best way Place In the Vietnam market, Vinfast is an exclusive enterprise producing and distributing rights in the country For car manufacturers being sold in Vietnam, in 2020, Vinfast has dominated and become the "leading" enterprise As a leading enterprise in the market, with strong financial resources, high ability to produce goods and services, and large markets Besides, Vinfast has also pioneered and launched VF e34 and VF e35 electric cars Therefore, the distribution strategies that Vinfast can apply are: Exclusive distribution: Vinfast manufactures and distributes its own vehicles on its system without intermediaries or other distributors That helps Vinfast to maintain strict control over the good image of its products and services 0 With the no position in the market, therefore the distribution strategies they apply are placed in each specific goal such as: + Increase total market demand: increasing total demand will increase the ability and market service capacity of leading enterprises Businesses increase total demand by: Picture 8: Customers come to the showroom to see Vinfast president (Source: Daily Xe) + Find new consumers: implement channel promotion strategies and develop distribution channels in new markets Expand vehicle distribution stores throughout the country to reach more customers + Develop new uses of products: attract customers, by launching products with better new uses, leading to a restructuring distribution system to suit new products Vinfast has been doing that, launching electric cars Vinfast needs to distribute to all stores so that customers can come and easily experience and order more + Maintain market share: continuous innovation, producing products with exclusive and superior features to serve customers better Increased market share Promotion Promotion in Marketing is the fourth and final P of marketing mix strategy This is because before implementing the Promotion strategy, the remaining P's (product, price and distribution) had to be ready Promotion often uses integrated marketing communications (IMC) – i.e using different media to convey the brand's message from business to consumer 0 Coming to Vinfast, the two latest electric cars: VF e34 and VF e35, are about to be launched in the market, Vinfast can apply the Promotion strategy through factors such as Personal Selling, Sales Promotion, PR, Direct Marketing, As follow:  Sales Promotion: Preferential when ordering in advance (Website): The official price when buying VinFast VFe34 is 690 million VND, the ideal price to own the first smart electric car of Vietnam More specifically, the price will only be VND 590 million exclusively for VFe34 deposit pioneers before June 30, 2021 Vinfast also reduces registration tax on VFe34's pre-orders Picture 9: Incentives when depositing in advance for VFe34 (Source: Vinfast's website) Products are always up-to-date (products, services, information, ) along with promotions through online forms: videos (Teaser, official video), Facebook ads, Google Ads and live forms: launch events, trade fairs  Public Relations: Create events such as + Launch event of VFe34 and VFe35 electric cars Through the event, highlight the features and benefits that these two cars bring Invite journalists and reporters to participate in writing and posting + After having the number of customers buying and testing VFe34, organizing the event "Vin Fresh" with the purpose of exchange about vehicle experience, enhancing education on environmental protection and the use of clean energy is one of the methods to protect the environment Highlights during the event is "Kilometers to Trees" Customers are using VF's 0 trams upon arrival at the event The kilometers of the car that have been run will be converted by VF into a mill for planting green hills + Organizing "Vin Figure" event on Vietnamese Family Day at Vinschool Through model assembly, model experience and products to introduce new products (VFe34 electric cars, VFe35) In addition, the event helps to create the value of education, develop children's thinking, increase the interaction between children and parents when vinfast is accompanied on all roads  Personal Selling: At Vinfast's showrooms and shopping malls such as Vincom, Landmark 81: display new products, VFe34 and VFe35 for customers to see and experience directly It is necessary to have a salesman at the showroom to guide and provide information about the product to customers, inform about promotions for customers  Direct Marketing Directly send emails to loyal customers of Vinfast, which can be expanded to those who have registered membership cards of Vingroup In addition, registered customers interested in Vinfast brand in general and new products in particular should also send emails to information about VFe34 and VFe35 models 0 ACTION PLAN Timeline 2021 July August Septembe r 2022 October Novembe r Decembe r Januar y Februar y March April May OWNE D Social Website Always - on product and promotion Fanpage Always – on content of Brand (product, service, information,… Youtube Always – on video: teaser, event, video official,… Debut official video VFe34 Gmail Debut teaser video VFe35 Debut official video VFe35 Inform customer of preorder VFe35 (Vietnam) POS Showroom Show product and display product’s information SHARE Ecosyste m Vincom Display shotcut video and Bilboard VFe34 Display shotcut video and Bilboard VFe35 Vinpearl Bilboard + transit +Street furniture (OOH) Vinschool Bilboard Vinbus Transit PAID OOH Bilboard Introduce VFe34 Transit Educate environment Communicate CRS Introduce VFe35 Ads TVC Introduce + Educate VFe34 Gmail Facebook Ads Google Ads Introduce + Educate VFe35 Inform customer of pre-order VFe35 (International ) Leak Review + Rating + News Clip AD SEO Activation Event Vinfresh News Debut VFe34 Leak VFe35 Debut VFe35 Press 0 Vinfigure Communicate to event June Conferenc e CONCLUSION Today, when the era of science and technology is making great progress, as well as when the environment is becoming more and more serious, the production of products that not affect the environment is gradually becoming the trend of most of the world In today's market, grasping that trend, Vinfast has made clear strides and choices in the application and use of electric vehicles in its ecosystem as well as their production and hit the Vietnamese market strongly South as well as the world With the strategy of targeting users' tastes first and ranking profits in second place, it shows Vinfast's willingness to play, as well as Vinfast's sales statistics are increasing, that One thing is for sure, with that strategy Vinfast is confident enough to be able to maintain the strategy, as well as succeed in the field of electric cars in the future LIST OF REFERENCES & ORIGINALITY Vietnamese reference material (1) Ngô Thị Thu Marketing Căn Bản Nhà xuất lao động – xã hội (2011) (2) Cẩm Tú Chiến lược sản phẩm (2016) Slideshare (3) Minh Hiếu Vinfast bán 67.000 sản phẩm ôtô-xe máy điện năm 2019 (17/01/2020) Vietnam+ (4) Cổng thông tin điện tử giao thông vận tải Vấn đề ô nhiễm môi trường từ phương tiện giao thông vận tải (22/07/2014) (5) Trung tâm Nghiên cứu – Phân tích Báo cáo ngành ô tô Vietin Bank secutiry (2019) (6) Thái Quỳnh (Theo Nhịp sống Kinh tế) Lộ diện top 10 tỉnh thành có thu nhập bình qn đầu người cao năm 2020: Cả TP HCM Hà Nội không dẫn đầu (22/05/2021) Hội doanh nghiệp hội nhập (7) Minh Anh Điều khiến cổ phiếu ngành tơ thu hút quan tâm lớn giới đầu tư? (17/04/2019) CAFEF (8) Ngọc Khánh Chiến lược khác người VinFast (09/07/2020) VTC News (9) Thành Phạm Chi tiết xe Vinfast VFe35 2021 – Mẫu SUV Xăng & Điện thông minh Vinfast (03/06/2021) MuaXeGiaTot.vn English reference material (1) Philip Kotler, Kevin Lane Keller Marketing Management 14E Publisher: Pearson (2011) (2) Pham Quang Thuy, Do Thanh Ngan, Trinh Quoc Bao, Phan Hoang Bao & Thai Ngoc Minh Uyen Marketing Plan For Vinfast Lux A2.0 University of Financial – Marketing (2019) (3) Vinfast's marketing strategy (2019) National University of Economics 0 10 APPENDIX 10.1 Financial Paper Table 1: Estimated budget report table (Million VNĐ) Revenue Quanlity Time Month Year VFe34 14 168 VFe35 10 120 Expected revenue Average revenue per unit Expected profit (60% sales) Breakeven sales Break-even profit Month Year Year Year 590 7,020 99,120 63,960 98,400 59,040 750 7,500 90,000 54,000 118,080 70,848 Year 10.2 Expense Budget Table 2: Budget for promotional activities BUDGET ( VND) OWNED Social POS SHARED Ecosystem OOH PAID ADS Activation Website 50 million Fanpage 30 million Youtube billion Gmail Showroom Vincom Vinpearl Vin School Vinhome Vinbus Billborad Transit TVC Gmail Facebook ads Google ads Events News 10 million billion billion billion billion 2,5 billion billion 12 billion 15 billion 100 million 100 million 60 million 45 billion 10 billion 10.3 Member’s group work assessment Name Student code 0 Evaluation of the process Phan Trí Dũng 1921005398 100% Lâm My Sa 1921005634 100% Lê Huỳnh Nhật Nguyệt 1921005573 100% 0 ... FINANCIAL UNIVERSITY OF FINANCE – MARKETING - - Lớp: CLC_19DM07 MARKETING MANAGEMENT TOPIC BUILDING A MARKETING PLAN FOR VINFAST''S ELECTRIC CAR PRODUCTS FACULTY OF MARKETING SPECIALIZED MARKETING. .. here can be mentioned as corporations as well as big car manufacturers such as THACO, Honda, Hyundai, Toyota, Ford, Competitive market: Thaco regains market leading position; Honda and Hyundai achieved... market increasingly fierce 5.1.2 Demographic Segmentation As a car company targeting many target classes, Vinfast car lines are suitable for all genders, customer age ranges from 30 to 50 years