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MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING Subject code: 2221702049706 Class: CLC_20DMA06 FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS (IMC) Name Vo Minh Thanh Nguyen Linh Nhi Nguyen Thi Bich Ngoc Ly Hong Pham Tran Hong Thy Student code 2021008547 2021008505 2021008497 2021008521 2021008564 Ho Chi Minh City, 2022 i ii Tên MSSV Đánh giá Võ Minh Thành 2021008547 100% Nguyễn Linh Nhi 2021008505 100% Nguyễn Thị Bích Ngọc 2021008497 100% Lý Hồng Phẩm 2021008521 100% Trần Hồng Thy 2021008564 100% TABLE OF CONTENTS LIST OF ABBREVIATIONS vi LIST OF TABLES vii EXERCISE 1 Explain the communication process 1.1 The elements 1.2 The process 1.2.1 Source Encoding: The sender encodes the message 1.2.2 Message .1 1.2.3 Channel .2 1.2.4 Receiver/Decoding 1.2.5 Noise 1.2.6 Response/Feedback 2 Example 2.1 Sender and the source 2.2 Receiver 2.3 Channel 2.4 Encoding 2.4.1 Verbal 2.4.2 Graphic .4 2.4.3 Musical .5 2.4.4 Animation 2.5 Decoding 2.6 Noise 2.6.1 Resulting from the receiver’s own issues 2.6.2 Resulting from the receiver’s external environment 2.7 Response & Feedback EXERCISE Introduction Target Audiences 2.1 Group 1: Target Customers 2.2 Group 2: Educators 2.3 Group 3: Community members - mainly Saigonese 2.4 Group 4: Media iii 2.5 Group 5: Intermediaries Objectives 3.1 Business objectives 3.2 Marketing objectives 3.3 Communication objectives .9 3.4 Market potential .9 Overview .9 4.1 Product’s Analysis(VF8) 4.1.1 Positioning 4.1.2 Key attributes 4.1.3 Some key stores in HCMC, Ha Noi 10 4.1.4 Price range 10 4.2 Creative Strategy 10 Program .11 5.1 Internet Marketing 11 5.1.1 Objectives, KPIs & Timeline 11 5.1.2 Main Activities 11 A detailed content calendar for all will be shown in Appendix .11 5.1.2.1 Facebook/Meta 11 5.1.2.2 Instagram (Vinfastofficial) 11 5.1.2.3 Tiktok 12 5.1.2.4 Youtube .12 5.1.3 Internet Advertising 12 5.1.3.1 Facebook 12 5.1.3.2 Instagram 12 5.1.3.3 Youtube .12 5.1.3.4 Google (vinfastauto.com) 12 5.1.4 Budget .13 5.2 Advertising .13 5.2.1 Objectives .13 5.2.2 Timeline 13 5.2.3 Main Activities 13 5.2.3.1 iTVC .13 5.2.3.2 Out Of Home 15 5.2.4 Budget .15 5.3 Public Relations (PR) .15 5.3.1 Objectives .15 iv FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTE GRATED.MARKETING.COMMUNICATIONS.(IMC) FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) 5.3.2 Timeline 16 5.3.3 Activities 16 5.3.3.1 Press Conference (Appendix 6) .16 5.3.3.2 Brand activation(Appendix 8) 17 5.3.3.3 Event Sponsorship (Appendix 10) 18 5.4 Sales Promotion .19 5.4.1 Target Audience 19 5.4.2 General Descriptions .19 5.4.3 Detailed Descriptions 19 5.4.3.1 Chương trình “Xe cũ đổi xe mới” 19 5.4.3.2 Program “Khách hàng Loyal” 20 5.4.3.3 Program“Hành trình mới, vi vu muôn nơi” .21 5.4.4 Budget .21 Measurement and Evaluation 21 Total Budget 22 REFERENCES .23 APPENDIX 24 v FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTE GRATED.MARKETING.COMMUNICATIONS.(IMC) FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) LIST OF ABBREVIATIONS Ad: Advertising CEO: Chief Executive Officer IMC: Integrated Marketing Communication iTVC: Internet Television Commercials LCD: Liquid-crystal display HCMC: Ho Chi Minh city KOL: Key opinion leader KPI: Key performance indicator PB/PG: Promotion boy/Promotion girl PR: Public Relation Q&A: Question and Answer TVC: Television Commercials TA: Target Audiences VND: Vietnam Dong OTS: Opportunity to see vi 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FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) LIST OF TABLES Table 1: Objectives, KPIs & Timeline of Internet Marketing 11 Table 2: Timeline of Advertising 13 Table 3: Billboards’ locations 15 Table 4: LCD’s locations 15 Table 5: Timeline of PR 16 Table 6: General Descriptions of Sales Promotion 19 Table 7: Total budget .22 vii FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) Appendix 5: Appendix 6: xliii 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FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) Appendix 7: Appendix 8: xliv 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FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) Appendix 9: Appendix 10: xlv 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FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) Appendix 11: Appendix 12: xlvi FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTE GRATED.MARKETING.COMMUNICATIONS.(IMC) FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) Appendix 13: Appendix 14: As the flow is stopping at the Internet Marketing xlvii FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTE GRATED.MARKETING.COMMUNICATIONS.(IMC) FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) Appendix 15: Program Xe cũ đổi xe Khách hàng Loyal New journey, traveling everywhere Items Quality Cost (VND) 10 million VND voucher 20 million VND voucher 50 million VND voucher 10% discount voucher 100 50 10 Promotional posts Post in Kenh14 Test drive the car - Vehicle maintenance - Promotional posts Travel ticket Poster Standee 400 12 12 Promotional posts 10,000,000 20,000,000 50,000,000 100,000,000 Internal staffs 7,000,000 Internal staffs 500,000,000 Internal staffs 500,000 50,000 200,000 Internal staffs ESTIMATED COST INCURRED (5% of estimated cost) TOTAL xlviii Total cost (VND) 1,000,000,000 1,000,000,000 500,000,000 300,000,000 7,000,000 400,000,000 200,000,000 600,000 2,400,000 3,410,000,000 170,500,000 3,580,500,000 FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTE GRATED.MARKETING.COMMUNICATIONS.(IMC) FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC) Appendix 16: Objectives Business Selling 10.000 cars Marketing 25% Penetration Rate Increase Brand awareness up to 75% Communication Increase Brand Interest up to 60% xlix Measurement Numbers of cars sold Number of First time Buyers Share of Voice Share of impressions Organic, direct and refernal traffic to VinFast's platforms Branded Search Volume Social shares in Facebook and Instagram Backlinks Social Engagement Total likes & followers Organic, direct and refernal traffic to VinFast's platforms Social Engagement Retention rate Number of Marketing qualified leads Scoll Depth on social media content In-View Time for iTVC Interaction Time for iTVC FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTE GRATED.MARKETING.COMMUNICATIONS.(IMC) FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGNMENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)FINAL.ASSIGN MENT.INTEGRATED.MARKETING.COMMUNICATIONS.(IMC)