Chiến dịch truyền thông marketing tích hợp cho dòng xe điện vinfast. Đặc biệt trong bối cảnh cạnh trang với dòng ô tô điện tesla, các chiến dịch marketing mà vinfast cần thực hiện là gì? The shortterm outlook for electric vehicle sales is quite bright as global EV sales in 2021 increase by about 140% yearonyear, driven by vehicle sales in China of around 500,000 vehicles, and in Europe about 450,000 vehicles.
THE FINANCIAL UNIVERSITY OF FINANCE & MARKETING Bài tiểu luận kết thúc mơn học Truyền thơng Marketing tích hợp (IMC) Majors: Marketing Specialized: Marketing Management Class: CLC_20DMA09 Course code: 2221702049709 Instrutor: Master Ninh Đức Cúc Nhật Student Implementation: Name Student Number Trương Quốc King 2021008461 Nguyễn Hoài Nam 2021008483 Huỳnh Ngọc Tâm 2021008541 Lê Thanh Thảo 2021008550 Đặng Thị Tú Anh 2021008227 Ho Chi Minh city, 2022 i TEACHER’S COMMENTS Student Implementation: Name Student Number Contribution (100%) Trương Quốc King (Team Leader) 2021008461 20% Nguyễn Hoài Nam 2021008483 20% Huỳnh Ngọc Tâm 2021008541 20% Lê Thanh Thảo 2021008550 20% Đặng Thị Tú Anh 2021008227 20% (This part is for teachers to directly guide and comment on students) Score in numbers Teacher signature (Score in numbers) (Teacher signature) MAJORS MARKETING MASTER NINH ĐỨC CÚC NHẬT ii Table of Contents QUESTION 1: USING THE THEORY OF COMMUNICATION PROCESS TO EXPLAIN “FIRST AD – CHẲNG CẦN NHƯ AI, CHỈ CẦN NHƯ Ý” ADVERTISEMENT 1 VERBAL GRAPHIC MUSICAL ANIMATION QUESTION 2: PREPARE AN INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN FOR VINFAST WITH THE PURPOSE OF LAUNCHING VF IN VIETNAM MARKET CHAPTER 1: MARKETING SITUATION 1.1 MARKET TREND 1.2 CONSUMER TREND CHAPTER 2: BRAND UNDERSTANDING 2.1 BRAND OVERVIEW 2.2 COMPETITORS WITH VINFAST'S AUTOMOTIVE PRODUCTS 10 2.2.1 DIRECT AND INDIRECT COMPETITORS 10 2.2.2 POTENTIAL COMPETITORS 11 2.3 BRAND PRODUCT LINES 12 2.4 PRODUCT ON CAMPAIGN INTRODUCTION 12 CHAPTER 3: CAMPAGIN OBJECTIVE 14 3.1 BUSSINESS OBJECTIVE 14 3.2 MARKETING OBJECTIVE 14 3.3 COMMUNICATION OBJECTIVE 14 3.4 MEDIA OBJECTIVE 14 CHAPTER 4: TARGET AUDIENCE (USING EXTERNAL MARKETING) 15 4.1 CUSTOMER (5W) 15 4.2 CLIENT 16 4.3 EDUCATOR 16 4.4 MEDIA 17 CHAPTER 5: STRATEGY APPROACH 18 iii 5.1 CREATIVE CAMPAIGN 18 5.2 ADVERTISING APPEAL 18 5.2.1 EMOTIONAL APPEAL 18 5.2.2 RATIONAL APPPEAL 19 CHAPTER 6: MARKETING COMMUNICATION PROGRAM 20 6.1 TIMELINE ROADMAP 20 6.2 PHASE 1: AWENESS 21 6.2.1 TELEVISON VIDEO COMMERCIALS (TVC) 21 6.2.2 DISPLAY ADVERTISING 22 6.2.3 OUTDOOR ADVERTISING 24 6.2.3 OBJECTIVE OF PHASE 1: AWARENESS 25 6.3 PHASE 2: LIKING 25 6.3.1 PRINT MEDIA 25 6.3.2 ADVERTISING 26 6.3.3 OBJECTIVE OF PHASE 2: LIKING 27 6.4 PHASE 3: CONVICE 28 6.4.1 PUBLIC RELATION 28 6.4.2 ADVERTISING 29 6.4.3 OBJECTIVE OF PHASE 3: CONVINCE 29 CHAPTER 7: BUDGET 30 CHAPTER 8: EVALUATION 32 8.1 ADVERTISING & PRINT MEDIA 32 8.2 PUBLIC RELATION 32 REFERENCE 33 iv Question 1: Using the theory of communication process to explain “First ad – CHẲNG CẦN NHƯ AI, CHỈ CẦN NHƯ Ý” advertisement Answer Verbal Spoken word: Generali used at the end of the clip, so that a female voice with a gentle, elegant voice said meaningful sentences such as: "Có niềm vui ngơi nhà nhỏ, có niềm vui với hẹn hị, có niềm vui ngắm nhìn thành quả, có niềm vui chờ chuyến xa, có niềm vui ngày làm mẹ Vì niềm vui xứng đáng yêu chiều Phụ nữ ơi, chẳng cần ai, cần ý." Thus, it will be easy to convey to the listener in a gentle but profound way Generali's message: Although knowing that friends only care and worry about each other, they become a bit too "imposed", but each person only have a life to live If you love, please accept and share so that everyone can have the courage to live with their own joys Song lyrics: Variations of rap lyrics based on Becky G's Bella Ciao This is the main song of the “SỐNG NHƯ Ý” series, Generali hopes that with the same melody that repeats throughout the series, later on When it comes to that song, listeners will remember Generali's “SỐNG NHƯ Ý” Graphic Pictures: Generali uses the image of girls who are close friends but have different lives, linked to the image of modern women today They have a reunion after years of not seeing each other and recreate the lives of each girl, some are about to buy a house, some are getting a raise, some are rewarded with a trip abroad, others are dating a perfect guy Each style and color on each girl's outfit represents their personality as well as their life With the first girl in a white and red outfit, the modern chic style shows that she is a noble person who has achieved much success at work And the second girl, although wearing a black suit, the story on the emotional side is somewhat difficult when she has experienced many sad relationships Next, is the girl in a white dress who loves to travel and take pictures, always cheerful and upbeat, loves the experience The girl who just got a raise with a red dress represents luck and advancement Finally, the mother is a nursing mother, dressed simply but still highlights her gentleness and talent in taking care of the family The lives of girls appear to be joy, pride, and satisfaction with the present However, the girls think that the other girl has a bright future, but choosing to become a mother is a waste of a girl's youth and very sorry for this friend Musical Arrangement: At the first part of the video, the lyrics are a bit sad, quiet (Đồ ăn nguội hết nè chế; Trời ơi, tưởng mày không tới rồi; Hazz, năm cịn gì) Then there is the joy of bringing out the joys in life and the success that each person achieves Followed by a fun, vibrant pace telling about the joys of each person's life (mua nhà trung tâm, chơi tinder quen người ưng ý, du lịch nhiều nơi, tăng lương) After that, there was a rapping conversation, summarizing the achievements of each person in the past years, and at the end, asking about the joy of the nursing mother At this point, the music quiets down again and she gives pictures and videos about her happy life with her family in the past time With the arrangement and music, the clip highlights that each woman always has her own joys in life No need to care about anyone, as long as they live according to their hobbies and wishes to make them always happy Instrumentation: Drums, guitar, piano, violin With the beat of the drums, it helps to make the music more lively while also keeping the rhythm of the music Along with the guitar, it plays out low notes to support the main melody, and along with the drums, it holds the beat to help keep the piano and violin in tune with the overall rhythm of the piece Finally, with the combination of all instruments, the music is bassy and quiet but follows a common rhythm Voices: The first is the fast-paced, happy rap voice, loving life with the present life, then the quiet, prolonged, choir singing together expressing concern for the friend who is a nursing mother This is also the mood of the girls who both want to express their own joy and express their grief for the other girl in the guild Animation Action/Motion: At first, there were girls on the dining table, who answered the phone, dressed as a businesswoman, showing their busyness at work, the one sitting to check in food posted on social networks, the other girl put her hands on each other's, chatting happily after many days of not seeing each other, now everyone has their own lives Until the appearance of the 5th girl, everyone's eyes began to look at her with a few light reproaches While rap is the act of dancing, enjoying, smiling, showing satisfaction in girls and when it comes to commenting on the other girl's life, all girls act quickly, urgently, expression of sadness, displeasure on the face By the time the girl who is a mother of milk re-enacted her life, they used more expressive facial expressions All girls were sitting under the stage admiringly watching the performance of their 5th daughter, while the mother smiled brightly to show satisfaction and pride Finally, the actions of parents, caring, loving and watching their children grow up day by day, recreate an extremely happy and joyful family, so that when recalling, the mother must also shed tears - tears of happiness to be the mother of children And finally, the actions of lying down on the sofa, looking at the phone and texting and smiling, looking at your achievements in your hand, hovering to buy clothes for the upcoming trip and finally The gentle caress of a mother's head for her first child as he leans against his mother's womb listening to his brother's heartbeat Each action represents each person's own life and has its own meaning, all of which are geared towards the brand's message: "CHẲNG CẦN NHƯ AI, CHỈ CẦN NHƯ Ý" Pace/Speed: Speed divided into segments Before rapping, every action is slow and gentle, while rapping, the speed starts fast and rushing, after the rap part is the deposition, rhythm, slow down This also shows the ups and downs in human life, life is not always sublimated, there will be times when it will not be as expected Shapes/Forms: Starting with the restaurant space, with yellow lights being the color of a joyful, optimistic, warm, rich and prosperous life, then the restaurant is painted white, representing lightness, no strings attached, no irritation, anger or negativity Curtains with bright orange hues radiate energy and warmth It can be said that the layout of the restaurant can create a space to chat and confide in each other Next is in each scene is in a small space, taking the dark color and red background as the main In each scene is each person's own life, combined with the red background shows that to have such a life is the dedication of each person The scene is almost all dark, but only the main character is always illuminated by the lights Creating a scene with such a small space can help viewers focus on the main story of each character through lighting that makes them stand out At the end, the white screen, representing light, freedom, with a red background, symbolizes fire, goes with dedication and sacrifice as conveying to the audience the same content with the message that "Live your life to the fullest with passion and enthusiasm as long as you feel it's right for you” Question 2: Prepare an integrated marketing communications campaign for Vinfast with the purpose of launching VF in Vietnam market Answer Chapter 1: Marketing Situation 1.1 Market Trend World situation The short-term outlook for electric vehicle sales is quite bright as global EV sales in 2021 increase by about 140% year-on-year, driven by vehicle sales in China of around 500,000 vehicles, and in Europe about 450,000 vehicles Particularly, electric car sales in the United States doubled compared to 2020 Currently, governments around the world are trying to support and promote the sale of electric cars Picture 1.1: Sales of electric cars in the world increased sharply over the years from 2010 to 2020 According to the forecast of Bloomberg NEF (BNEF), the trend of electric cars will continue to explode in the near future with sales expected to increase by 66% in 2021, surpassing million vehicles and equivalent to 7% of the total number of vehicles That number continues to increase and reaches 30 million vehicles sold by 2028, the proportion of electric vehicles will reach 48% of all commercial cars sold by 2030 Right from the beginning, VF8 has received great love from the Vietnamese people Because these are the first products of a Vietnamese brand catching up with future trends, ready to compete with a series of famous car brands in the world In addition to the safety of environmental protection that products bring, Vietnamese consumers feel safer when using products made by Vietnamese themselves Vinfast has given users a sense of the safety of leading technologies along with actual figures on quality, fuel, Social-based feeelings New Technology + Expensive = Recognition For the first time, a product manufactured by Vietnamese hands carries all the criteria of a future vehicle "green, clean and safe" Not only popular in Vietnam but also appear in many fastidious markets such as the US or Europe VF8 is not only recognized by Vietnam but also the world for its improvement in technology as well as its features 5.2.2 Rational Apppeal Affordable Price: Invested by the most advanced technology line along with the nonstop efforts of each member of Vinfast The VF8 product was born with a large capacity engine, many safety technologies, an eye-catching design beyond the times and the complete use of electric battery-powered motors that have proven quality, efficiency, and convenience and its economics Many Features: Vinfast's VF8 offers many impressive features such as: Integrated control of Smart Phone devices; Advanced driver assistance system; has given consumers the feeling of "receiving" rather than paying for this product 19 Chapter 6: Marketing Communication Program 6.1 Timeline Roadmap 2022 Time October November 2023 December January February March Skippable Masthead Feature Video Advertising Out Door Internet Slide of Life Program Facebook Tinh te Print Media Public Relation Elleman Tinh te Client Total Cost Table 6.1: Timeline & Total cost of Campaign Phase 1: Awareness Phase 2: Liking Phase 3: Convince 1/10/2022 – 31/11/2022 1/11/2022 – 28/2/2023 1/2/2023 – 31/3/2023 Create customer awareness of the VF8 product campaign that will represent your style The goal of this stage is to try to bring the spirit of the campaign into the minds of consumers, creating empathy and closeness for customers Convince target customers by giving them hands-on experiences with VF8 products Campaign Process Objective Key Message Media/ Tools Be confident in expressing your own style, so that people have a different view of you -Advertising: Display, Masthead, Out Door - Advertising: Display, Masthead, Out Door, Internet, Slide of Life, Facebook, Tinh te - Advertising: Out Door - Print Media - Public Relation: Tinh Te - Public Relation: Tinh te, Client Table 6.2: Campaign Process 20 6.2 Phase 1: Aweness 6.2.1 Televison Video Commercials (TVC) Run TVC ads again on social media channels and outdoor advertising during 10/2022 - 1/2023 to increase ad impressions for target customers According to a report from google trends, consumers tend to search for keywords about car information about a month before the Lunar New Year and after Tet Specifically for this year, consumers have a high demand to buy in October, November 2022 and January2023 Therefore, it is advisable to promote the campaign to make consumers aware of the new VF8 series from October 2022 to January 2023 TVC Script Title: Vinfast – Who you are Time: minute to minute 30 seconds Type of Video: Voiceover Video Structure: part (Intro Dramatic event – The climax Deposition – CTA) CTA: Answer the question “Who you are” (Hãy trả lời cho câu hỏi Bạn ai) Content: a/ Verbal Spoken Word: Use a heroic and inspirational voice throughout the video Focus heavily on inspirational words like: “Style; Distinctive; Bravery; Strong; Pioneering… to promote the benevolence of a person Content appeared in TVC: “Every person is a different individual, whoever you are? what is your occupation? Feel free to choose your own style Be a pioneer, Be different, Be yourself, Answer the question Who you are” b/ Graphic Picture: In this campaign, Vinfast will use each color of the car to represent each person's personality In order to express the message "each style is different after that, there will be a separate color" c/ Musical Arrangement: The beat of the song will be divided into parts The first part will gently go into depth, aiming to deepen and settle down to make the viewer's emotions light and slow (Each person is a different individual, whoever you are? What you do?) Then, the tempo will speed up and push everyone to the highest level, in order to create inspirational feelings, admiration for the product (Be confident in choosing your own style Be a pioneer, be different, be yourself.) Finally, when the emotions are pushed up, they will suddenly interrupt and settle down, creating a confusing feeling 21 for viewers with TVC's main question "Who you are" (Answer the question Who you are) d/ Animation Action/ Motion: In the first part, we'll be shooting a slow shot of each person leaning against the car, there will be style-appropriate outfits for the colors The next part will be slices of all people climbing into the car driving the VF8 - all will face the challenges they face in life (procrastination, negative thinking, etc.) In the end, all stop at the top of glory, and they will meet together, smiling contentedly looking into the distance Pace/Speed: Speed divided into segments In the first part, all actions are slow and gentle, in the difficult period of work, the speed begins to be fast, rushing, and finally, the calm and gentle This also shows the ups and downs in human life, when reaching the top of glory, life will be lighter 6.2.2 Display Advertising Running Time: 10/2022 - 1/2023 Chanel: Youtube & Facebook Youtube YouTube is planned by 69% of marketers to increase their YouTube video usage, and 55% of marketers consider it the number one video channel to post their promotional videos (Stelzner, 2020) As a result, YouTube Ads (advertising on YouTube) is considered as one of the ideal advertising methods (Ahmad et al., 2020) and will continue to thrive in the future a/ Format: Skippable instream ads Content: Youtube will display 5s interrupt ads at videos with content about sports, cars, business, family Frequency: time / video Specifications: - Video length: Duration minute to minute 30 seconds Picture 6.1: Example of Skippable Ads Time: Before the video, the display content introduces the focus to VF8 so that customers can get information about the new product CTA: Answer the question Who you are Banner: The 300px×60px companion banner is shown on the right hand side 22 - Pay for: CPM (Cost per Impressions) Objective: Reach 2.000,000 Viewers b/ Format: Masthead Ads Videos appear at the top of the YouTube Home page, configured for both mobile and desktop devices This ad is currently only available to advertiser in each country per day This video will have no sound by default When users click on the video, they will be navigated to the original video of TVC Vinfast VF8 - Picture 6.2: Example of Masthead Ads Pay for: CPM (Cost-per-impression or Cost per 1000 impressions) Objective: Reach 50,000 Clicks Facebook Format: Feature Videos - Advertise featured videos Objective: Reach 10,000,000 Viewers, 100,000 Clicks to Website In Wyzowl's 2018 State of Marketing Survey, 81% of people were convinced to make a purchase after watching branded video content When both video and text appear on the same page, 72% of people want to use video to learn about a product or service So instead of just using text and data to talk about the product in a dry and boring way, Vinfast chose to post a short promotional video about VF8 products By being outstanding and vivid, it will attract great attention from target customers Not to mention the use of images and videos will help users remember products and brands more Picture 6.3: Example of Feature Video 23 6.2.3 Outdoor Advertising Time: 10/2022 - 11/2023 Format: Advertising in the mall Vinfast will place billboards of Vinfast VF8 cars outside Vincom commercial centers of major cities across the country, such as: Vincom Da Nang: At 910A Ngo Quyen, Son Tra District, Da Nang This is currently the largest shopping center in Da Nang Located right in the center of the city, next to the Han River Bridge, where many delicious restaurants, beautiful cafes and above all, VF8 has a large number of tourists and target customers Vincom Mega Mall Ho Chi Minh City: With its location in the heart of Vinhomes megacities, each Vincom Mega Mall has the opportunity to quickly and effectively reach customers In which, the two largest groups of visitors are 150,000 - 200,000 residents of urban areas and - 1.5 million customers living in neighboring areas Vincom Mega Mall - Smart City Hanoi: Located at the first entrance of the Vinhomes Smart City urban area, Vincom Mega Mall is easily accessible to a large number of residents in the western area of the city Vincom Mega Mall Ocean Park Hanoi: Located in the "golden" position of flexible connection of the project in the administrative territory of Gia Lam district It only takes a few minutes to drive through Vinh Tuy Bridge, Thanh Tri Bridge, and Chuong Duong Bridge, residents living here can move quickly to the central areas of the capital, the old quarter and the new administrative area West of Hanoi With a prime location and a wide view, VF8's billboards are known to more people Ads placed at Vincom system? VF8's outdoor advertising is placed at Vincom systems because this is a commercial center system located in the Vingroup ecosystem, so it is easier to set up ads Along with that, outdoor advertising at Vincoms will help shorten the approach distance to 24 potential customers of VF8 In addition, customers living in Vinfast's central areas will receive many benefits in the complex, including Vinfast's electric car parking and charging station 6.2.3 Objective of Phase 1: Awareness - Reach 12 millions viewer on Vinfast campaign, have 150,000 clicks to website - Get 60% of the audience's attention to the campaign, and have 1000 in Order 6.3 Phase 2: Liking 6.3.1 Print Media One of the best things about newspaper advertising is that businesses can be creative with different designs With unique press ads, you can help users remember longer for years because it doesn't lose anything Print Media can advertise to a broader target market Research has shown that most social media users are under the age of 30, so your business may have an age-restricted customer base One of the advantages of print is that it can reach a much wider group of people, since almost everyone can read magazines or billboards Use Cover position to introduce VF8 electric car product in Car and Life magazine, Car and Motorcycle magazine Write popular post "Utilities and economics of using VF8 electric car", post about "Green moving trend", post about "Instructions on battery management and charging on the app" VINFAST" in BEAUTIFUL magazines in the "Home" category, elle man magazine, using Creative Space template to design Picture 6.4: Example of Creative Space 25 Running Time: 1/12/2023-31/12/2023 Objective: Reach Million Viewers on Elle Content: briefly talk about the current green migration trend, the preference for products that not negatively affect the environment Offering the conveniences of VF8: Modern and luxurious exterior, Spacious and comfortable VF interior, Powerful engine, Modern technology, Advanced steering assist system Detailed instructions on how to use and manage the battery on the app help customers better understand this advanced technology In addition, detailed specifications and prices are included so that customers have the most complete information and attract target customers 6.3.2 Advertising Internet Run ads on the official Facebook and Instagram pages of Vinfast Vietnam to remind about the promotional period for VF8 activities based on “Behavioral Targeting”: mainly for Vinfast's target audience Banner: insert banners about Who You Are campaign to appear on Vinfast's website, Instagram, and Facebook - SEO: Vinfast will pay to have its website appear first on search engines When internet users search for keywords related to "VF8", "electric car", "green move", "Vinfast car", Vinfast's website will appear first, when they click on it, they will see immediately "Who You Are campaign" of Vinfast Picture 6.4: Pay Search & SEO 26 - Latest Media Blogs: Insert campaign information on blogs about cars, sports, and more In addition, I also wrote a blog post to introduce the product, so that customers can feel the quality, efficiency, convenience and savings that VF8 brings Running time: 1/12/2023-31/1/2024 Slide of life Video 1: Produce a 1-minute short video on Tiktok and Instagram Reels platforms, where VF8 trams are combined and tailored to different events and personal styles During the campaign, exclusive designer Quach Thai Cong - who has great influence will share the scene that decorated his house for Tet with his family (15 seconds), the next scene is Thai Cong will switch to the car VF8 bought on the occasion of this Tet, introducing a bit of the VF8's superior features (30 seconds) Finally, there are continuously displayed images of Thai Cong accompanying VF8, choosing a variety of styles suitable for VF8 (15 seconds), so that Thai Cong can promote the advantages of the car, bronze While emphasizing that the VF8 is not exclusive to anyone, the confidence from the owner, the unique style when combined with the VF8 will be the perfect explosion Picture 6.5: Thai Cong review products on his Tiktok Video 2: Thai Cong will make content on how to prepare for Tet holiday Encourage people to confidently express their style through the riding of the red VF8 by Thai Cong Running Time: 1/12/2023-31/1/2024 Objective: Reach 500,000 viewers on Tiktok & 50,000 viewers on Reel & Have 50,000 Reacts on Thai Cong Postes Channel: Facebook, TikTok, Reels 6.3.3 Objective of Phase 2: Liking - Reach million people, have 3,000 VF8 products in Order - Have 50,000 Reactions on post about Vinfast 27 6.4 Phase 3: Convice 6.4.1 Public Relation Online Forum Tinh te Organize an event called “Vinfest - TimWho you are” Audience: Tinh te community and Target customers (expected 50 thousand people) Running Time: 15 – 16 – 17/3/2023 Location: - Hanoi: Ocean Park (Vinhome); Time City Ho Chi Minh: Sala urban area; Military Zone stadium Event content: At the event, it is a meeting place for people who are passionate about vinfast cars The event will display Vinfast's car lines Besides, will focus on introducing and promoting the VF8 series, contacting the campaign that each color of the VF8 is symbolic of each different style Create the opportunity to experience the line of cars for the luckiest 400 people In addition, to the participants of the event, Vinfast will give small souvenirs, including: Vinfast logo keychain, Voucher, VF8 car catalog Objecive: - From 5,000 to 6,000 products VF8 was sold - Have 50,000 people attend an event Client Grab: In order to encourage Grab's "partners" who are willing to have the need to use Vinfast cars more, Vinfast will subsidize drivers by 5% on each ride of drivers using Vinfast cars Besides the profit issue, Grab will also benefit from the media, as people see Grab increasingly "living green" Rent car Rang Dong: Vinfast will try to call for cooperation with Rang Dong car rental to import a large number of VF8 cars, discount if buying in large quantities (5% / 100 cars) Running Time: 1/2/2023 – 31/3/2023 Objective: - There are 50 VF8 products sold & The event was of great interest to everyone and had 30,000 attendees The effect of Grab starting to go green gets everyone's attention 28 6.4.2 Advertising Outdoor Advertising (Grab) With Grab customer, Vinfast will cooperate and use Mobile Billboard advertising campaign with this brand Example of mobile billboard advertising Time: 1/2/2023 – 31/3/2023 Amount: 200 Cars (100 in Ho Chi Minh, 100 in Ha Noi) Picture 6.6: Example of Mobile Billboard Promotional content: Share about color images representing each style Facebook Banner Ads Using Facebook as a communication tool for Vinfast's upcoming event - Banner: Event information "Vinfest - Who you are" Size 1200pxx900px Content: Introducing the upcoming Vinfast event, with an invitation to experience the VF8 CTA: Answer the question “Who you are” Pay for: CPM (Cost per Impressions) Running Time: 1/2/2023 – 31/3/2023 Objective: Reach 1,000,000,000 viewers Tinh te Advertising Use the sophisticated forum to create an advertisement to introduce Vinfast's upcoming event, especially emphasizing the invitation to "Exquisite Community" - Pay for: CPP (Cost per Post) Amount: posts Running Time: 15/2/2023 – 15/3/2023 Objective: Reach 500,000 Viewers 6.4.3 Objective of Phase 3: Convince - Have 5,000 to 6,000 VF8 cars Sold - Reach 1,000,000 Viewer & Have 50,000 attendee on event 29 Chapter 7: Budget Advertising Quanity (Unit) Cost/ Unit (VND) Cost (VND) video 200.000.000 200.000.000 Skippable 2.000.000 views 150 300.000.000 Masthead 50.000 clicks 3.500 175.000.000 22 220.000.000 1.380 138.000.000 22 44.000.000 250.000.000 2.000.000.000 Description TVC Youtube Display Facebook Feature Video Banner Ads Rent Vincom Out Door Slide of Life 10.000.000 views 100.000 clicks 2.000.000 views locations x months Installation Location 100.000.000 400.000.000 Grab Car seats 200 cars 3.500.000 700.000.000 Thai Cong videos in channel video 150.000.000 300.000.000 post 15.000.000 75.000.000 Tinh te Total Cost Advertising 4.552.000.000 Table 7.1: Adverting on Campaign Budget Print media Description Quanity (Unit) Cost/ Unit Cost Elle man Use Combo by Elleman article 22.000.000 66.000.000 Total Cost Print Media 66.000.000 Table 7.2: Print media on Campaign Budget 30 Public Relation Event Grab Description Quanity (Unit) Cost/ Unit Cost Location locations x days 100.000.000 1.200.000.000 Event Organization locations 1.000.000.000 4.000.000.000 Quà tặng 30.000 sản phẩm 20.000 600.000.000 Trợ giá 5% chuyến xe Dự kiến tỷ Total Cost Public Relation tỷ 7.800.000.000 Table 7.3: Public Relation on Campaign Budget Communication Tool Cost Advertising 4.552.000.000 Print Media 66.000.000 Public Relation 7.800.000.000 Total Cost of Campaign 12.418.000.000 Table 7.4: Total Campaign Budget 31 Chapter 8: Evaluation 8.1 Advertising & Print Media Evaluation criteria: Impression, campaign length, duration unit and program rate; brand awareness and interest in Vinfast's VF8 products Cost per thousand, click cost, click rate, visitor rate Monitor the attitude and reaction of the target audience to the idea of TVC advertising Number of likes, interactions and shares; Mentions of the business on the Internet; Number of visits to the website; Reach The reaction of customers and the public to the content on articles published on Vinfast websites, ELLE Man, Beautiful magazine channels, and car forums 8.2 Public Relation Evaluation criteria: Impression, campaign length, duration unit and program rate Brand awareness and interest in Vinfast's VF8 products The number of customers participating in the "Vinfast - Who You Are" event and the reviews on social networks based on: The number of likes, interactions and shares After the end of the campaign, it is necessary to re-statistic the increase in revenue compared to the costs spent and the same period of the previous years From there, conclude the effectiveness of the campaign 32 REFERENCE https://vov.vn/o-to-xe-may/o-to/o-to-dien-ngay-mot-bung-no-tai-thi-truong- viet-nam-post942782.vov http://mt.gov.vn/moitruong/tin-tuc/1089/78758/phuong-tien-xanh the-gioi nhay-vot va-thuc-trang-tai-viet-nam.aspx https://moit.gov.vn/tin-tuc/phat-trien-cong-nghiep/phat-trien-xe-oto-dien-phu- thuoc-3-tru-cot-chinh.html https://scp.gov.vn/tin-tuc/t12301/xu-huong-xe-dien-tai-viet-nam.html https://vinfastauto.com/vn_vi/xu-huong-o-to-dien-va-cac-yeu-to-thuc-day-thitruong-xe-dien-tuong-lai https://vietnamnet.vn/ky-vong-2022-viet-nam-bung-no-o-to-dien-812852.html https://tapchicokhi.com.vn/post/thi-truong-xe-o-to-dien-viet-nam-moi-nhunggiau-tiem-nang https://www2.deloitte.com/content/dam/Deloitte/vn/Documents/consumerbusiness/sea-cb-gacs-study-perspective-vn.pdf https://vinfastauto.com/vn_vi/ve-chung-toi https://m.oto.com.vn/bang-gia-xe-o-to-vinfast-vf-8-moi-nhat https://shop.vinfastauto.com/vn_vi/car-vf8.html 10 https://kinhdoanhthongminh.net/thong-ke-nguoi-dung-facebook-tai-viet-nam1648008605/ 33