Final course subjects integrated marketing communication course id 2221702049701

UNIVERSITY OF FINANCE - MARKETING MARKETING MAJOR FINAL COURSE SUBJECTS INTEGRATED MARKETING COMMUNICATION COURSE ID: 2221702049701 TEAM MEMBERS 2021001564 Le Nguyen Minh Anh 2021000058 Le Thuy An 2021006503 Lam Hoang My Linh 2021001806 Trinh Nam Phuong 2021001579 Tran Thi Cam Tien LECTURER: NGUYEN THI MINH NGOC Ho Chi Minh City, 2022 UNIVERSITY OF FINANCE - MARKETING MARKETING MAJOR FINAL COURSE SUBJECTS INTEGRATED MARKETING COMMUNICATION COURSE ID: 2221702049701 TEAM MEMBERS 2021001564 Le Nguyen Minh Anh 2021000058 Le Thuy An 2021006503 Lam Hoang My Linh 2021001806 Trinh Nam Phuong 2021001579 Tran Thi Cam Tien LECTURER: NGUYEN THI MINH NGOC Ho Chi Minh City, 2022 Table of Contents QUESTION 1: “SONG NHU Y” ADVERTISEMENT QUESTION 2: VINFAST VF CASE STUDY .15 Introduction: 15 1.1 Overview of the electric vehicle market: 15 1.2 Current consumer trends in the electric vehicle market: .17 1.3 General introduction about VinFast: 18 1.4 Introducing Vinfast's new electric vehicle VF 20 1.5 Competitors: 20 1.6 Positioning 23 1.7 SWOT 24 Objectives 26 Target Audiences: 26 3.1 Internal: 26 3.2 External 29 Creative strategy 36 4.1 Truth-Tension-Motivation: 36 4.2 Insight 37 Develop plan (October 2022 - March 2023) 37 Phase 39 Phase 45 Phase 49 Sale promotion 53 Lucky draw program : “Vui trải nghiệm - Rinh quà to” 53 Pre-deposit program with discount : “Đặt trước xe - Vàn ưu đãi” 54 Personal Selling 55 Budget 57 59 KPIs 59 60 Measure and Evaluate 60 APA List .62 Table of Images Image 2.3: Electric vehicles sales in 2010-2020 16 Image 2.4: Global air quality rankings 17 Image 2.5: Willingness to buy electric cars in next 12 months (From 2021) .18 Image 2.6: VinFast Name Meaning 19 Image 2.7: A Tesla electric car 21 Image 2.8: A Nissan Leaf 2022 electric car 21 Image 2.9: A Mazda CX-5 electric car 22 Image 2.10: A Huyndai Tucson electric car 23 Image 2.11: Positioning Map of electric cars’ brands .24 Image 2.12: Main Targets of VF 27 Image 2.14: Thanh Nien Newspapers home page .34 Image 2.15: Tuoi Tre Newspapers home page 35 Image 2.16: Environmental organizations 35 Image 2.17: Environmental Protection Congress 36 Image 2.18: VF Slogan 43 Image 2.19: VF Outdoor LED billboards .44 Image 2.20: Vui trai nghiem – Rinh qua to Sale Promotion .54 Image 2.21: Dat truoc xe – Van uu dai Sale Promotion 55 Tables Table 2.1: Price and quality comparison of some popular electric cars’ brands .24 Table 2.2: Main TA analysis .27 Table 2.3: Develop Plan for Khong ngai chong gai, tu tin the hien campaign 38 Table 2.4: Specific content in TVC 40 Table 2.5: Timeline for phase 41 Table 2.6: Timeline for phase 46 Table 2.7: Timeline for phase 50 Table 2.8: Personal Selling Stage 56 Table 2.9: Budget for the campaign 57 Table 2.10: KPIs’ campaign 59 Document continues below Discover more fMroamrk:eting MARKETING K19 Trường Đại học Tài… 999+ documents Go to course Nội dung thuyết trình Vinasoy 18 100% (25) Giải đề Cam 16 Izone team 193 96% (81) Bài thi International MAR - mì Hảo Hảo 39 Marketing 100% (2) 123doc ananas international… 41 Marketing 100% (1) Content Marketing - THE INTERNSHIP… 49 Marketing 100% (8) Tài liệu tự học TA1 - tài liệu người tự… 40 Marketing 88% (8) QUESTION 1: “SONG NHU Y” ADVERTISEMENT Song Nhu Y - Musical film for Father's Day Image 1.1: Song Nhu Y Campaign by Generali Sender: Generali Vietnam (Italian Life Insurance) Receiver: - Main TA: people who have a need or interest in protecting themselves and their families against risks related to health, body and life - Publics: people who approach musical film because of good content, share it with people around → Increase Generali brand awareness Source: main characters in musical film playing father and daughter: Meritorious artist Huu Chau, actor Nguyen Lam Thao Tam Source Attributes: - Credibility: + Information: Trustworthy: Generali Vietnam has used actors: Meritorious artist Huu Chau, who has been known to the public for a long time with many years of experience in the profession, is always associated with fatherly roles in his acting career Nguyen Lam Thao Tam is an actor, MC of VTV with a high level of education Thereby, it is easy to create sympathy and trust for viewers → Information from actors playing in musical film gives viewers confidence - Attractiveness: + Similarity: The similarity of the two characters in the musical film and receiver that Generali wants to send In the clip, the father is always worried and protective for his daughter This is similar to the worries of parents with their children in real life Besides, there are similarities in the personality, words and actions of the children in the musical film with everyone in the process of growing up can go through + Familiarity: Meritorious artist Huu Chau is a familiar face to the mass audience (especially the middle-aged audience) Actor Nguyen Lam Thao Tam is quite popular and loved by young people + Likeability: The roles of artist Huu Chau have left a deep impression on the audience, especially the middle-aged audience, they love it because of the wit, humor or father image that artist Huu Chau has demonstrated so far Actress Nguyen Lam Thao Tam with her lovely face, charming way of talking and admirable academic achievements has left many imprints in the hearts of young people through television programs, reality shows as well as other shows active on social networks - Power: + Perceived control: Viewers will have a positive view Because artist Huu Chau has a clean private life with many years of experience in the profession combined with actor Nguyen Lam Thao Tam, a young and talented person + Perceived concern: Musical film "Song Nhu Y - Ngay cua cha" borrowed the love of father and son along with the message sent through it: "Cha sẵn sàng hi sinh tất để sống ý - Sống con" Specifically in the musical film, the daughter has hobbies, but passions and personalities such as playing skateboards, drawing pictures of unusual animals, practicing playing drums, tattooing, piercing, makeup and so on fashion style personality, bold, has surprised and confused the father, not simply the generation gap but the father does not know what to for his daughter and also needs time to adapt to his daughter's differences Although the father has his own wishes and worries for his daughter, he is always ready for the differences and changes of his son and always supports and accompanies his daughter in any situation any situation in her adult journey instead of expressing frustration, blame and imposition It can be said that family love is always something extremely close and sacred, easily affecting the psychology and emotions of most people, making viewers feel touched, empathetic, sometimes lenient create feelings of nostalgia, nostalgia and thereby make them easy to form awareness and need to learn about Generali insurance services for their loved ones + Perceived scrutiny: With the positive image that the two actors Huu Chau and Thao Tam bring together with the realistic, profound and close content, the message is conveyed clearly, hitting the psychology of the