Xây dựng một new brand cho thương hiệu Vingroup Bài làm đã được 9 điểm môn Marketing Management. Trong bài sẽ phân tích đầy đủ các bước để thành lập một brand mới. Phân tích chiến lược của Vingroup, Vinfast và đề xuất thành lập Vingo.
Table of contents Part A - Introduction of company VINGROUP’S HISTORY VINGROUP’S BUSINESS .3 VINGROUP’S MISSION VISION MISSION .3 Part B – Situation analysis .3 Microenvironment analysis a Customer analysis b Brand analysis Brand Name: VinGo Product category Target customers and brand positioning c Competitors analysis Macroenvironment analysis Part C – Marketing mix Product .9 Place 10 Promotion 10 Price 10 Referencing 10 Marketing Plan – Brand Extension VINGO Part A - Introduction of company VINGROUP’S HISTORY Vingroup's predecessor is Technocom Group, established in 1993 in Ukraine In the early 2000s, Technocom returned to Vietnam, focusing on investing in tourism and real estate with two initial strategic brands, Vinpearl and Vincom In January 2012, Vincom Joint Stock Company and Vinpearl Joint Stock Company merged, officially operating under the Group model with the name Vingroup - Joint Stock Company VINGROUP’S BUSINESS The Group's three key groups of activities include: - Technology - Industry - Trade in Services - Social Volunteering VINGROUP’S MISSION VISION “Vingroup aims to develop into a leading Technology – Industry – Services group in the region.” MISSION “To Create a Better Life For People” Part B – Situation analysis Microenvironment analysis a Customer analysis Vingroup’s Ability Vingroup has shown its pioneering and leading role in any industry by bringing to the market products and services of worldwide standards as well as completely new experiences in modern lifestyle Vietnam's economy is rapidly expanding As a result, Vingroup's target consumer base is middle to upper class Vinhomes Grand Park, Thu Duc city Vingroup has a number of million-dollar real estate developments in several provinces and cities throughout Vietnam, and they have recently focused on the automotive business with the Vinfast brand Vingroup is unquestionably a sign of grandeur and upper class in Vietnam As a result, VinGo will continue to target the upper-class client category in its future brand expansion strategy About the upper class in VietNam Vietnam was an Asia's top performing economy in 2020, with an annual growth rate of 2.9 percent According to CNBC, this increase would enable Vietnam surpass China, whose GDP will rise by only 2.3 percent in 2020 Furthermore, the number of persons in Vietnam with a high income but not yet affluent (HENRY - High Earners, Not Rich Yet) and super rich is growing According to Knight Frank, the world's top real estate consultancy and services organization, the number of Vietnamese with a net worth of $1-30 million will rise by 32% to more than 25,800 by 2025 Conclusion : VinGo will continue to focus on this upper class market in order to use its brand name and business capabilities to meet the market's rising demand b Brand analysis Brand Name: VinGo We use a brand extension strategy to quickly enter this market by using Vingroup's brand name This will be a company that provides transportation services similar to the ride-hailing apps Grab and GoJek The unique feature here is that all VinGo vehicles will be provided by Vinfast and will be entirely environmentally friendly electric automobiles VinGo will be developed with two aims in mind: the first is to make profit, but the more significant and immediate goal is to increase VinFast's car experience and boost VinFast's brand awareness However, this does not mean that VinGo is a subsidiary of Vinfast; rather, VinGo is a subsidiary of VinGroup and is wholly separate from Vinfast Product category VinGo will provide transportation services with two types of vehicles: motorbikes and cars Customers can book a car using the VinGo app on their phone like Grab, GoJek or call the switchboard like a traditional taxi Target customers and brand positioning Target VinGo's customers in the car mobility service market are the upper class, while in the form of electric motorbikes, it will be quite diverse because the demand for mobility in this segment spans all subjects and ages These customers will have in common are people who love the environment, have a high sense of national pride, have belief in Vingroup's name Positioning To affirm the position of a national brand, VinGo will compete in the market because of its quality, the quality here will be covered with many factors from spirit to technology And to create more competitiveness, VinGo will initially have the same price as the highest priced brand in the market, but provide the best service in here c Competitors analysis There will be two types of rivals in this market: traditional taxis and applications like Grab, Gojek, and Be We shall, however, identify and analyze the direct competitors Grab, Gojek, and Be Because Grab is currently the most popular, focusing on competing with Grab means conquering this market Grab Target customers Grab is currently a multi-service company, offering ride-hailing, delivery, grocery buying, and meal delivery, among other things As a result, Grab's target audience is fairly broad and spans various segments In this section, we will only look at two major aspects relevant to VinGo: the target customers of GrabCar and Grabbike Age Gender Income Occupation Psychographic Geographic GrabCar 25-50 All Middle-High income Self employed, Retired, Stable Job, Well-paid job Ambitious, Innovators,Leaders All areas in VietNam (except big cities, the rest still have limit) GrabBike 18-24 All Low – middle income Student, Part-timers, Workers Adventurer, Extroverted, Hardworking, Friendly In some cities like TPHCM, Ha Noi, Da Nang… Brand positioning With the diversification of areas, Grab is gradually presenting itself as a widely popular brand Furthermore, they offer huge discounts and ongoing discounts to entice people to utilize their services more frequently Marketing Mix Product Grab's products and services range from GrabTaxi to GrabCar, GrabBike, GrabExpress, GrabMart, and, most recently, GrabShare The benefits of Grab include the fact that the program is simple to install, transparent, and fast, and that the forms of advertising or welcoming new clients are always targeted Furthermore, when customers opt to use services such as Grab Pay, Grab Awa, or Grab Chat, Grab always considers the multiple benefits they receive Place The Grab operating system controls both direct and indirect distribution You can utilize applications downloaded from the App Store or Google Play on a smartphone with an Internet connection Grab is famous among many individuals due to its simple UI, push notifications, and flexible features Furthermore, it is not uncommon to see drivers wearing familiar blue shirts on the streets, in commercial centers, and amusement parks; it is not an exaggeration to claim that Grab has coverage throughout Vietnam, in many provinces and cities Promotion This brand connects with its target customers through a multi-channel strategy, utilizing social networks, YouTube, Instagram, and other platforms where they may engage and interact with customers People are particularly "acquainted" with green - the color language that Grab uses to imprint in clients' thoughts, thereby maintaining brand pictures and messaging through Visual Marketing To conquer psychology as well as client trust, the brand identity is continually maintained in communication initiatives Price When it originally entered the Vietnamese market, Grab burnt money and endured losses in order to promote, increase brand recognition, and eventually change customers' habits Grab's "strong weapon" is promotions and discount codes, which motivate you to go more, cheaper, and more conveniently This encourages clients' usage habits while approaching them closer Furthermore, they keep their costs fairly steady and allow users to pay in a variety of ways Positioning map => Conclusion: VinGo will not be a popular brand, but to compete with Grab at first, we will set the same price as Grab but provide a much better service quality Macroenvironment analysis Natural environment Consumers today always support brand growth related with environmental preservation values Electricity is clean energy and will be the trend of the future As a result, it makes perfect sense for VinGo to use VinFast electric vehicles for business to become a green brand Political environment In 2021, The Vietnamese government has made clear actions and plans for lowering the tax on electric vehicles If this proposal is granted, the price of VinFast cars will be greatly decreased, which will benefit VinGo Demographic: Today's younger generation is well-informed about climate change, and Vietnam has a young demographic pyramid So environmentally meaningful brands are always especially supported by young people Part C – Marketing mix Product VinGo will solely use VinFast electric vehicles, There will be kind: VinGo will purchase vehicle from VinFast and then employ a driver Drivers who already possess VinFast electric cars will be able to apply for freelancing for VinGo, similar to how car booking apps work now VinGo will only provide quality transportation services, not food delivery or delivery, due to the principal purpose of improving the customer's VinFast automobile experience This will also provide VinGo with a competitive advantage because buyers like brands that specialize in a single sector There are levels of product: Core product: Transportation service by car and motorbike Actual product: The car is beautifully designed, fully furnished, and really comfy Experienced and cautious driver A kind and polite personality The map identifies the customer's exact location and destination Augmented Product Insurance for every trip After each journey, take care of the customers by gathering comments and answering their questions Customers can use their’s VinGo membership card to gain points for additional benefits and services VinGo drivers are always willing to serve as consultants, answering all customer queries about VinFast car VinGo will raise the driver's attitude and the overall quality of the trip to a new level 100% electric car of VinFast – VinGo will be an eco-friendly brand Place We provide two types of car reservations to our customers: Via the application: The form is similar to the Grab or Gojek apps Customers will choose the place and service Then you'll know the precise pricing and driver Via switchboard: Similar to conventional taxis in Vietnam, users will phone VinGo's switchboard, explain their trip needs with employees, and wait for the car to arrive in a moment Mobile Marketing Furthermore, because today's businesses are heavily investing in mobile apps, this is the future trend Because user phone capacity is constantly limited, investing in gamification on the app can help the app retain users, increase time spent using the app, and lead to high brand awareness We will develop simple games for the VinGo app (complex games will cause the app to become heavy and slow to download), will allow users to connect with friends from Facebook pages here, and will establish a clear reward system, for example, 100 points earned from playing games on the app will exchange coupon for 10% off trip price on VinGo's app Promotion Advertising Using advertising by combining various types of media from offline such as magazines, banners, and postcards to online such as Facebook, Tiktok, and Youtube with the first objective of informing customers about the brand's establishment and then creating mass awareness in this market Sale promotion Many promotional codes will be launched in the long run to stimulate demand and create a habit of using VinGo for consumers Price VinGo has high brand awareness, the parent firm has strong financial potential, and VinFast, the automobile company that supplies cars to VinGo, has created a lot of buzz not only in Vietnam but even in the US market For the reasons stated above, VinGo will utilize a value-based pricing strategy to confirm the brand's quality with customers Referencing USD, G (2018) GDP bình quân đầu người Việt Nam vào khoảng 2.540 USD - Trí Thức VN Retrieved 12 May 2022, from https://trithucvn.org/kinh-te/gdp-binh-quan-daunguoi-cua-viet-nam-vao-khoang-2-540-usd.html News, V (2022) Tín hiệu khởi sắc đầu năm 2022 đến từ thị trường ô tô Việt Retrieved 12 May 2022, from https://vietnamnet.vn/tin-hieu-khoi-sac-ngay-dau-nam2022-den-tu-thi-truong-o-to-viet-815765.html Người giàu Việt Nam gia tăng, thị trường tiềm cho mặt hàng xa xỉ - Tổng liên đoàn lao động Việt Nam (2022) Retrieved 12 May 2022, from http://www.congdoan.vn/tin-tuc/thoi-su-487/nguoi-giau-o-viet-nam-gia-tang-thi-truongtiem-nang-cho-mat-hang-xa-xi-632731.tld Vingroup - Mãi tinh thần khởi nghiệp (2022) Retrieved 12 May 2022, from https://www.vingroup.net/linh-vuc-hoat-dong/thuong-mai-br-dich-vu ... C – Marketing mix Product .9 Place 10 Promotion 10 Price 10 Referencing 10 Marketing Plan – Brand. .. to meet the market''s rising demand b Brand analysis Brand Name: VinGo We use a brand extension strategy to quickly enter this market by using Vingroup'' s brand name This will be a company that... imprint in clients'' thoughts, thereby maintaining brand pictures and messaging through Visual Marketing To conquer psychology as well as client trust, the brand identity is continually maintained in