Báo cáo cuối kỳ môn Truyền thông tích hợp IMC cho Công ty Vietstar Airline gồm phân tích doanh nghiệp và kế hoạch truyền thông cho Công ty. Unlike charter flights serving large groups of tourists, Fly VIP service of Vietstar Airlines is aimed at meeting the needs of business people and prominent figures in society. Therefore, the means of transport for this service are not ordinary civil aircraft with hundreds of seats, but business class jets.
UNIVERSITY OF ECONOMICS AND FINANCE HO CHI MINH CITY IMC PLAN GROUP LECTURER: Lê Hồng Đắc TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Table of Contents INTRODUCTION 1.1 Overview 1.2 The Goal 1.3 Mission 1.4 Fleets 1.5 Fly “VIP” Service PEST 2.1 P ( Political ) 2.2 E (Economic) 2.3 S ( Society ): 2.4 T ( Technology): SWOT 3.1 Strengths: 3.2 Weaknesses 3.3 Opportunities: 3.4 Threats: MARKETING STRATEGY 4.1 Marketing Objective 4.2 Target segmentation 4.3 Demand in pandemic 4.4 Positioning OBJECTIVE AND INSTRUDUCTION OF THE PROGAM: 5.1 System objective in 2021- 2022 5.2 Message: “Đẳng cấp tầm tay - VietStar Airlines Đến ngay” IMC Mix 6.1 Innovation Adoption Model 6.2 Advertising – Awareness 10 GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH 6.3 PR 14 6.4 Innovation Adoption 15 BUDGET – SALE FORCAST 17 7.1 Budget 17 7.2 Sale Forecast 19 MARKETING COMMUNICATION MIX 20 CONCLUSION 21 GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH IMC FINAL REPORT “VIETSTAR AIRLINES” - IMC PLAN By GROUP • Trần Lê Tường Vy - 185090043 • Nguyễn Thị Ngọc Mai - 185040085 • Trần Thị Hồng Anh - 185040777 • Lê Vũ Thu Ngân - 185040905 • Phạm Thị Mỹ Linh - 185040869 • Đinh Thị Linh Nhi - 185040922 INTRODUCTION 1.1 Overview - Vietstar Airlines Dual-use Aviation Company (Vietstar Airlines was established from main shareholders, A41 Aircraft Repair Company (Air Defense - Air Force, Vietstar Aviation Joint Stock Company and Joint Stock Company) Tin Thanh Express with initial legal capital of 400 billion dong - The airline was licensed by the Department of Planning and Investment of Ho Chi Minh City on April 27, 2010 and licensed by the Civil Aviation Administration of Vietnam on June 16, 2011, only after more than year of operation - This is the first airline in Vietnam that is a joint venture between the private sector and the military Vietstar Airlines will provide VIP flight services for domestic and foreign individuals, organizations and businesses This is the first airline to be granted a commercial AOC for business jets in Vietnam The airline GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH was granted the Aircraft Operator Certificate (AOC) on July 23, 2019 An AOC is a regulatory authority-approved certificate that grants an airline the right to operate an aircraft for commercial purposes or only within the scope of the certificate 1.2 The Goal - Vietstar Airlines was established with the goal of providing passenger, luggage and cargo transportation services for the increasing needs of customers in the Vietnamese market, especially air taxi services by small aircraft For customers who need to move quickly In addition, Vietstar Airlines also provides other services related to the general operation of the specific aviation industry: Air Ambulance, aircraft maintenance and repair, ground service (including terminals passengers and aprons), training of human resources for aviation services (pilots, technical staff), … 1.3 Mission - With modern and advanced infrastructure and experienced human resources, Vietstar Airlines ensures to bring customers the best quality service and great experiences in terms of privacy, speed, convenience most suspicious 1.4 Fleets Accordingly, three types of licensed aircraft are the Embraer Legacy 600, the Embraer Legacy 650, the Beechcraft King Air B300 The Embraer Legacy 600 is a business jet, with a non-stop range of up to hours within the Asia-Pacific region GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Also a representative from Embraer, Embraer Legacy 650 is a high-class business jet with the same amenities as Embreer Legacy 600 such as spacious cabin, bar, wifi, wardrobe, promise promises to bring you memorable experiences on air journeys with Fly VIP Air The Beechcraft King Air B300 is a modern, high-speed propeller plane, carrying a maximum of passengers; The aircraft is compact, but inside the luxurious cabin, it is guaranteed to bring you a great experience of privacy and comfort 1.5 Fly “VIP” Service - In September 2019, Vietstar Airlines officially launched the brand "Fly VIP by Vietstar Airlines", "launching" the first and only business flight service in Vietnam today With modern, advanced infrastructure and experienced human resources - The airline has officially launched the provision of business jet charter services for domestic and foreign individuals, organizations and businesses, with the name Fly VIP, serving the network of 23 domestic GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH airports, or passengers Round trip from Vietnam to Asia - Pacific countries within hours flight range - Serving on Vietstar Airlines flights is a team of foreign pilots, ready 24/7 for passengers' travel requests The flight attendants are trained according to a special program for the business class During the flight, customers can pre-order meals with menus from the kitchens of five-star hotels, arrange tables to sign business contracts, or relax and entertain through the TV screen system In addition, there is also high-speed Wi-Fi on board, meeting all the entertainment needs of customers - In addition to luxury aircraft, the Fly VIP service of Vietstar Airlines also helps customers save time by eliminating the familiar procedures of queuing for check-in, waiting for flight, and waiting for landing PEST 2.1 P ( Political ) - Vietnam is considered to have the most stable and peaceful political environment With a stable political background leading to unoccupied airports, free skies, unregulated, favorable conditions for airlines to business - Vietnam is continuing to affirm its integration path, strengthen multilateral and bilateral relations within the regional and global framework, in line with the globalization trend of economic integration - In parallel with the process of international integration, the State continues to adopt policies to improve the investment environment, increase the attractiveness of foreign investment, and focus on investment of multinational companies; Encourage and promote tourism GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH development, shift from exploring tourism business to building a real tourism industry, considering tourism as a spearhead economic sector; Foreign investment (FDI) achieved a growth rate of about 5-7%/year; the source of tourists from abroad to Vietnam will grow at 10-12%/year, domestic tourists 10-11%/year - The Vietnamese government's removal of the 15% tax on imported fuel and investment in infrastructure to meet future demand is considered an important step Vietnam has well implemented the conversion of paper tickets to electronic tickets, next needs to promote freight transport through electronic transactions to serve exports 2.2 E (Economic) - Vietnam's economy is changing face, infrastructure is upgraded, investment is increasing - Vietnam's economy achieved a relatively high growth rate However, the third wave of COVID-19 epidemic broke out during the Tet holiday in 2021, causing the revenue of the aviation industry to decrease by 80% compared to the same period in 2020 Forecast of transportation activities The aviation industry will continue to face difficulties in 2021 If the COVID-19 epidemic is contained, it will take until 2024 for the aviation industry to recover to the way it was before the epidemic The economic situation of our country has made difficult changes when facing the Covid-19 epidemic, but the demand for traveling by plane of the people is still very much 2.3 S ( Society ): - Currently, Vietnam is in the period of "Golden population structure" due to the rapid change of population structure by age In 2006, Vietnam entered the period of "golden population" structure when over 66% of the population was of working age (from 15 to 64 years old) According to the General Statistics Office (2016), the period of "golden population" structure of Vietnam will last until about 2041 This is a period that brings many opportunities thanks to the population of working age abundant movement However, it is also a challenge in the process of improving the quality of human resources, creating jobs and jobs with high productivity, quality and income Vietnam is recording the highest proportion of young population in history The population aged 10-24 in our country currently accounts for nearly 40% of the population - Each country and territory has its own unique cultural values and social factors, and these factors are the characteristics of consumers in those regions GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH - Cultural values are the values that make up a society, which can foster the existence and development of that society Therefore, the common cultural elements are protected on a very large scale and closely, especially the spiritual cultures - Besides culture, social characteristics also make businesses interested in market research, social factors will divide the community into customer groups, each with its own characteristics, psychology, income enter… different: o Average life expectancy, health status, nutrition, eating o Average income, income distribution o Lifestyle, education, aesthetic views, life psychology o Living conditions 2.4 T ( Technology): - Technological change has had the most direct and strongest impact on the business of the airline industry It not only ensures safe flights, but also involves many other activities in the air transport business The first is aircraft manufacturing technology This is the most important factor in the success of airlines The production of safe, good quality, fuel efficient, business efficient aircraft of medium and large sizes ensures flights requiring high technology These aircraft were born, making the previous aircraft lines obsolete, reducing the competitiveness of less innovative airlines, modernizing the fleet, creating a pressure on airlines - The second technology affecting the air transport business is the Internet and computer networks The development of communication and data technology helps airlines make flights safer With the rapid development of data communication technology in recent years, Vietnam has taken important steps towards the world communication technology With the number of 21 million Internet users today, it has opened the door for companies to carry out their buying and selling activities over the Internet According to the assessment, the period from 2006 to 2010 has the fastest growth rate In addition, one of the regulations of the World Airline Association, which is that member airlines must business based on the Internet, specifically online ticket sales This requires domestic airlines to have a new approach policy, to conduct business effectively but safely - Applying advanced technology is the Company's breakthrough compared to competitors in the market The company currently uses over 20 advanced software to manage its operations GROUP 5 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH SWOT 3.1 Strengths: - The social business model, such as the House of Kids, is rarely seen on the market - Go on green Helping society and community - Cozy room - A place to get together and chat - Sale of articles made by hand, protection of the environment - Playground useful, preserving Vietnamese culture - Help us get back to infancy - The things bestowed are valuable to society 3.2 Weaknesses - Having to compete in markets where famous airlines already exist, especially in Thailand - Advertising communication is not widespread - Fares are higher than other airlines but still low compared to Vietnam Airlines for normal fares - FLY VIP service has not been applied much in Vietnam - The revenue scale of Vietstar Airlines of VSA Corp is still too small compared to civil airlines such as Vietnam Airlines, Vietjet Air or Bamboo Airways with annual revenue reaching tens of trillions of dong per year 3.3 Opportunities: - Vietnam is emerging as a popular tourist destination, the number of visitors exceeded 10 million in 2016, an increase of 26% over the previous year In the first months of 2017, the number continued to increase by 30% compared to the same period last year This trend is expected to continue - Vietnam's geographical location is very convenient for transporting passengers from Southeast Asia to Northeast Asia - In Vietnam, there are currently no units implementing this type Most emergencies need to travel long distances, while road or commercial aircraft are quite passive in terms of time, and using a helicopter is not guaranteed for patients because this is an open chamber aircraft Many insurance carriers now provide emergency services to customers, but most of them book flights from abroad The cost is higher and the waiting time is also longer - Vietstar Airlines is connecting with major emergency centers and hospitals on domestic and international flight networks It takes only a few minutes to convert the aircraft's function from carrying passengers to GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Lifestyle Personality Demand 4.3 Busy Luxury Rich Enjoy Determined Ambitious Trendy Show-off Using a very luxury service Save time Safe Private Convenient Demand in pandemic To ensure safety when traveling during the pandemic season, many wealthy people have chosen to rent private jets to limit contact in crowded places and return home with their families to avoid the pandemic and get treatment - 4.4 Positioning - Unlike charter flights serving large groups of tourists, Fly VIP service of Vietstar Airlines is aimed at meeting the needs of business people and prominent figures in society Therefore, the means of transport for this service are not ordinary civil aircraft with hundreds of seats, but business class jets - The difference of this airline is that the Fly VIP service of Vietstar Airlines is no different from "calling a taxi" When renting, customers only need to call to book a trip On the right day, on time according to the reservation request, the car will come to the customer's house or hotel Vietstar Airlines staff will pick up passengers at the gate of the check-in area, have their own security check and have a vehicle to take them directly to the aircraft parking space - Thanks to this process, passengers only need to notify the airline 1-2 hours in advance to be able to depart The airline meets the demand of flying "morning to afternoon" for domestic itineraries, such as Ho Chi Minh City - Hanoi Or customers fly in, comfortably work or travel for a few days Then just notify the pick-up time a few hours in advance, the plane will be there to take you home Vietstar Airlines also provides a guide or a personal driver for the entire journey GROUP TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH - Based on the survey, below is a comparison of the airline “Vietstar Airlines” with its main competitors: OBJECTIVE AND INSTRUDUCTION OF THE PROGAM: 5.1 System objective in 2021- 2022 - Revenue increased by 9,61% - 10% increase in flights - Bringing 100 overseas Vietnamese back to Vietnam 5.2 Message: “Đẳng cấp tầm tay - VietStar Airlines Đến ngay” IMC Mix 6.1 Innovation Adoption Model Cognitive Stage Affective Stage Customers pay attention to the Awareness brand through advertising (TVC, print ads) GROUP Behavior Stage TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Customers have informatio n of the brand: Service (FL Y VIP AIR) - Hire a private plane - Emergency flight Customers may compare to other brands and know deeply about the service, then evaluate it Interest Evaluation Vietstar Airlines run a campaign that popular Vlogers (have knowledge and experiences in aviation) reviewing inside a plane to provide more necessary information about the service Trial Customers are convinced and decide to use the service Adoption 6.2 Advertising – Awareness 6.2.1 Advertising on newspapers: - To access all campaign, VietStar offer popular newspapers and magazines to advertising like Zingnews, Thanh Nien, Dien Dan Doanh Nghiep,… GROUP 10 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH 6.2.2 Advertising Print Ads and achievements on magazines, website - To build up customers’ loyalty and trust, VietStar’s print ad appears on magazines about business and some specific newspapers like Thanh Nien, Dien dan doanh nghiep, Doanh Nhan,… - Some of VietStar achivements: o VietStar Airlines is the first airline in VietNam to be granted an AOC for business jets o President Truong Tan Sang visited and encouraged the company’s officers and employees o The Director of the Department of Planning and Investment of the Ministry of National Defense visited and worked at the company GROUP 11 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Số 20 (1496) - THỨ HAI 30/09/2019 - Gía: 5.000đ Vietstar Airlines mắt dịch vụ bay VIP Cuối tháng vừa qua, Vietstar Airlines trở thành hãng hàng không cấp chứng nhận khai thác tàu bay (Aircraft Operator Certificate - AOC) cho máy bay phản lực thương gia từ Cục Hàng khơng Việt Nam Mới đây, hãng thức triển khai cung cấp dịch vụ thuê máy bay phản lực thương gia cho cá nhân, tổ chức, doanh nghiệp nước, với tên gọi Fly VIP, phục vụ mạng bay 23 sân bay nước, hành trình từ Việt Nam đến quốc gia châu Á - Thái Bình Dương tầm bay tiếng 6.2.3 TVC Online: VietStar is a newbie in aviation, through TVC Onl, customers’target will appear and attract to the brand - Below is the storyboard of the TVC Online campaign: GROUP 12 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH GROUP 13 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH 6.3 PR 6.3.1 Youtube - This channel is popular and easy to keep in touch with customers - Trader not have a habit to use social media much, they prefer Youtube instead - VietStar should pr their TVC on this channel to collect customers’data with rating and reviews; the more subscribers, the more contacts GROUP 14 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH 6.3.2 Buzz marketing - We will hold a launch event at the same time for customers to experience visiting the aircraft for VIP flight service They can visit the pilot's cockpit to the luxury seats, modern and comfortable for passengers, and at the same time will show customers the benefits to use the airline's VIP flight service - After visiting, some of them are Vlog-ers and they filmed the process then posting on social media to make contact and introduce the brand to more people so that we can increase brand awareness ( A video review of a tour of the interior of Vietstar Airlines' Super King Air 350 aircraft ) 6.4 Innovation Adoption - Innovation Adoption Model: is a model that classifies adopters of innovations based on their level of readiness to accept new ideas Innovation adoption characteristics are assigned to groups to show that all innovations go through a predictable process before becoming widely adopted - Due to Vietstar Airlines, the company use this model like the table below: Cognitive Stage GROUP Affective Stage Behavior Stage 15 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Awareness Interest Evaluation Trial Adoption GROUP Customers pay attention to the brand through their ads (TVC Online, Print Ads,etc) Customers know information of the brand : Service (FLY VIP AIR) - Hire a private plane - Emergency flight Customer may compare to other brands (Hai Au Airline, Emirates,etc) and know deeply about the service (types of plane, ticket, how to book, price,etc) Vietstar Airlines run a campaign that popular Vlogers (have knowledge and experiences) reviewing inside the plane to provide necessary information about the service (Buzz marketing) Customers are convinced and decide to use the service 16 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH BUDGET – SALE FORCAST 7.1 Budget 7.1.1 TVC Description Category Post-production Storyboard - Painting (33 pictures) - Script ( ) Location - Airport - Inside the plane Props Production Designer Casting Talent Styling Total Level A Budget > 300 mil Level B Budget 100300 mil Level C Budget < 100 mil X X X X X X X About 550 million VND 7.1.2 IMC Mix - Cost: Use Google Adwords to increase findings on Google, let “FLY VIP ” key word on Top - Cost per Click/ CPC : Key words Service Cost Ad Cost 1.000.000 VND 4.000.000VND Total: 5.000.000 VND Offer Carly - Service Company to run the Google Adwords - Taking care of Website: FLY VIP Specialize 5.000.000 VND - 15 posts - banner or design ads - Report once/per week - Working w hosting & domain GROUP 17 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH - Working w website designers - Taking care of Fanpage “FLY VIP” on Facebook Cost 5.000.000 VND - 1-2 content/ day - Video, image following a day - Design as required designs/ week - Support people reacting Pr Cost on Magazines, Newspapers about Vietstar Airline’s achievement to increase brand awareness and attract customers Pr Cost Newspapers: Thanhnien.vn Newspapers: Dantri.com.vn Magazines: PrintAd 9.625.000/perpost 4.600.000/ per post 30.000.000/ per post Seeding service: Increase contact and followers More views on Youtube 200k/1k views Comment Youtube 10k/1 comment Comment Facebook 10k/ comment Number Name COST Unit Total CPC - Google Adwords 5.000.000 VND 20 100.000.000 Website “FLY VIP” 5.000.000 VND 10 50.000.000 Fanpage “FLY VIP “ on Facebook 5.000.000 VND 10 50.000.000 GROUP 18 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Pr on Magazines, Newspapers 44.600.000 VND 223.000.000 Seeding Service (Youtube, FB) 10.000 VND 10000 100.000.000 TVC Online 550 million VND 550 million TOTAL: 1.073.000 VND 7.2 Sale Forecast 7.2.1 Business results of Vietstar Airlines 7.2.2 GDP GROWTH IN 2010-2020 GROUP 19 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH 7.2.3 SALE FORCAST 2021 August September October November December 1.425 4.987 2.137 2.138 3.563 2022 January February March April May June July 3.206 4.275 2.138 2.565 2.565 2.351 4.275 Unit: billions VNĐ MARKETING COMMUNICATION MIX Mission August September October November December Accountability TVC Online GROUP 20 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH Script & Storyboard Day - 20 Team Browse script and storyboard Find an actor Capture video Edit video Day 21-23 Team Day 24-26 Day 26-27 Day 28-30 Day 31 Team Display video Run TVC ( Youtube, Facebook) Advertising “FLY VIP” Service Pr Day magazines, 1-15 newspapers Event “Dang cap tam tay” Customers (Vlog-ers) experience and review Team Team/ Designer Team Day 1-20 Day 16-31 Day 18-25 Day 1- 14 Team Day 1-20 Day 1-15 Day 1-17 Day 1-14 Team Day 15-31 Team, Vietstar Airlines , Influencers Day 21-30 CONCLUSION GROUP 21 TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH - Every business understands the importance of communication and marketing tools in reaching maximum customers Therefore, using only a single communication tool for a campaign will not bring the desired effect And that's why businesses use Integrated Marketing Communications to promote their businesses - coordinated and closely linked communications activities that deliver a clear, consistent message consistently and convincingly about the business and its products and services - Vietstar Airlines is a newly licensed airline, but it is not a civil aviation type like popular and well-known airlines such as Vietnam Airlines, Vietjet Air, Jetstar Pacific, Vasco and Bamboo Airways Therefore, with a new type of airline like Vietstar Airlines, it is even more necessary to create a strong brand impression and leave an impression on customers to be able to stand firmly in the aviation market - The purpose of this campaign is to build and develop the image of Vietstar Airlines closer to customers and especially to widely spread the "Go Home" campaign with the meaning of bringing international students or tourists goods stuck abroad due to the epidemic situation returned to their families GROUP 22