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UNIVERSITY OF FINANCE - MARKETING

LECTURER: NGUYEN THI MINH NGOC

Ho Chi Minh City, 2022

UNIVERSITY OF FINANCE - MARKETING

LECTURER: NGUYEN THI MINH NGOC

Ho Chi Minh City, 2022

Table of Contents

QUESTION 1: “SONG NHU Y” ADVERTISEMENT 8

QUESTION 2: VINFAST VF 8 CASE STUDY 15

1 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 8 20

1.5 Competitors: 20

1.6 Positioning 23

1.7 SWOT 24

2 Objectives 26

3 Target Audiences: 26

3.1 Internal: 26

3.2 External 29

4 Creative strategy 36

4.1 Truth-Tension-Motivation: 36

4.2 Insight 37

5 Develop plan (October 2022 - March 2023) 37

Phase 1 39

Phase 2 45

Phase 3 49

Sale promotion 53

1 Lucky draw program : “Vui trải nghiệm - Rinh quà to” 53

2 Pre-deposit program with discount : “Đặt trước xe - Vàn ưu đãi” 54

Personal Selling 55

1 Budget 57

59

2 KPIs 59

60

3 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 8 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 8 Slogan 43

Image 2.19: VF 8 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 1 41

Table 2.6: Timeline for phase 2 46

Table 2.7: Timeline for phase 3 50

Table 2.8: Personal Selling Stage 56

Table 2.9: Budget for the campaign 57

Table 2.10: KPIs’ campaign 59

Marketing 100% (1)

41

Content Marketing THE INTERNSHIP…

Tài liệu tự học TA1 tài liệu mọi người tự…

-Marketing 88% (8)

40

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).

Source: 2 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 2 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 cả để con được sống như ý - Sống là chính 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 do 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

customer group The goal is to increase Generali's ability to convert from awareness to buying behavior.

Encoding by:

- Verbal:

+ Spoken word: dialogue between three characters and their daughter + Written word: “một bộ phim của Generali”; dialogue, lyrics are vietsub right in the musical film; “Sư tử không có cánh”; articles posted by the character on social networks, “Đề bài: Hãy vẽ người cha trong mắt em”;

“Cảm ơn Cha đã làm tất cả để cho con được là chính con.”; “Mừng Ngày Của Cha”; “#SốngNhưÝ”

+ Song lyrics: “Âm nhạc cho ngày của Cha”; “Cho Con”

- Musical:

+ The opening is still the soundtrack of the main song "Bella ciao" which

is rewritten with Vietnamese lyrics to fit the context and situation of the story in the musical film

+ In the middle of the musical film, the song "Cho Con" by musician Pham Trong Cau appeared, expressing the sincere, tolerant and understanding feelings of parents for their children

+ Actor's voice and lyrics

- Animation : Action/Motion, Pace/ Speed, Shape/ Form

- Scenes content:

+ Father and son dress up as two female characters in two paintings "Mona Lisa" and "Girl with a Pearl Earring"

+ The white chrysanthemum curtain represents filial piety

+ In their daughter's wedding ceremony, all father and his daughter broke the usual rules and costumes according to Vietnamese cultural traditions

- Characters’ Names:

+ The father's name is Nguyen Thanh Minh - the same name as an expert

in emotional troubleshooting for women, from which, it can be understood that this is a father who understands the feelings, the knots that his daughter is facing, always moving member and accompany the daughter

+ The girl character's name is "Nguyen Nhu Y"

Message and Decoding:

Image 1.2: Song Nhu Y Campaign for Father ‘s Day by Generali

Decoding is the message that the company sends with the hope that customers or viewers can understand and decode it

- Bella Ciao is still the title track This is an Italian protest folk song For Generali, using this song to express the desire to fight for their own life to become better,

to fight against the prejudices that force people to go down those stereotypes If anyone likes the series Money Heist, you know how this song conveys the protest message of the bandits causing a worldwide fever Because of Bella Ciao's craze, Generali used this song in all the series as desired in the hope that every time people hear this tune, people will remember Generali and Song Nhu

Y

- At the 56th second of the ad on the phone screen, it reads: "It is always the people you love who hurt you the most!" The message we want to convey is to those who love us, always support them to be themselves, because the pain when

we accidentally or intentionally create them is much greater than a stranger creates for them

- The female character's name is "Nguyen Nhu Y", unsigned and changed her name to "Nhu Y Nguyen", which can be understood with the meaning of "Nhu

Y Nguyen" that the advertisement wants to convey to everyone The father's dream of raising "Nhu Y" gave way to the daughter's dream to live as she wanted

For your pleasure, Generali strives to be your companion, supporting you to live

up to your desires

- In the scene where the father leaves a comment on his daughter's Facebook post, the father's account is named Nguyen Thanh Minh, if you search people will see that this is an expert in emotional troubleshooting for women But in this ad, it shows that no matter in any field from work to love, a girl has to go through ups and downs It is at this time that the father will always be a companion, debug for his daughter, always a solid shoulder for the daughter to lean on when tired and stuck

- The drawing "Lion without wings" was scored by the teacher at 0 seconds at 2:50: This is a way to insert the brand's logo, borrow the picture so that people remember the Generali logo The story of the teacher scoring 0, referring to the story of the Lion without wings, shows that the previous generation has habits, prejudices, or imposes standards on the next generation

- The white chrysanthemum curtain at the end of the clip at 3:33 seconds: White chrysanthemums represent filial piety, not only implying the filial piety of the daughter in the clip, but Generali also wishes that everyone would send a best wishes to fathers on Father's Day

- "Nhận ra con không giống ba từng ước mong" The verse is repeated over and over in the song And at 1:30, the father and son sang "Dù cho con không giống

ba từng ước mong nhưng ba chưa từng trách con một lời" Show that no matter what you are, if you choose the opposite of what your father once wished, choose the opposite of the views that people set, your father will always be there and support you and never scold

→ Insight: Any father has high hopes for his child However, not every child can achieve what his father wants Sometimes the child's life path has many stumbles, the child will have other paths that are not as desired by the father At that time, father was not gentle and warm enough to comfort, but could only give me wings

to fly away, a solid shield to protect his child and let the child lean on when tired The father is always the home, the one to discuss and also the one who always accompanies the child and never leaves the child

Channel:

- Non Personal Channel

- Specifically Broadcast Media: Youtube

Respond:

- Stage: Affective stage

Also known as the “feeling” phase This is the period when consumers begin to develop

a liking for the brand, so this is not the time when advertisers should focus on the product, its positive attributes or technical capabilities product Instead, advertisers should strive to appeal to consumers' values, emotions, self-esteem or lifestyle

In the above advertisement, the advertiser tried to attract the emotional values of consumers with the main message "Dù cho con không giống ba từng ước mong, nhưng

ba chưa từng trách con một lời" This is truly the dream of all children, a love without comparison, without conditions from the father, a love with tolerance, acceptance and for their children to be free to live as themselves Generali wants to encourage everyone to accept and share the dreams of their loved ones, so that everyone can live

“Nhu Y” – courageously living the life they dream with enthusiasm and passion

- Model: Information processing model

This is an advertisement template that contains a lot of information, so in order for viewers to understand the advertising meaning, it is necessary to present the content first The content of the video is the "challenges" given by the girl from childhood to adulthood – from getting bad grades, skipping school and failing the "skateboard", breaking curfew, pursuing passion rock music or culminating in the launch of a

"tattooed boyfriend" who she wants to be with for the rest of her life In response to his daughter's doubts about her father's feelings after she repeatedly made choices "unlike her father's wishes", the father played by the elite artist Huu Chau responded with a familiar song and close but full of love like the words of all parents: "… Ba sẽ là cánh chim, đưa con đi thật xa…" No matter what happens to the child, the father is the shield, protecting his child all his life In the lovely melody of the song "Cho Con", the memories from the past come flooding back As it turns out, the father is always behind the children's mistakes and stumbles, and always supports and accompanies them so that they can live as they want, as long as it is their legitimate ambitions and dreams

Noise: activities happen too fast (interlacing past and present) making the audience

easily confused between current and past scenes, not grasping, keeping up with the content of the musical film,

Viewers may misunderstand the content of the message because there are too many scenes where the daughter doesn’t live up to the father's wishes and expectations (encouraging a selfish lifestyle, thinking only of themselves, no words and respect everyone's opinions and comments)

The title is "Ngay cua cha" but the content is indirectly conveyed through the times the child lives differently from the father's expectations, but the father is still behind the scenes to support If you don't look carefully at the content, the viewer may not be able

to encode the message content (no mention of what father's day is or directly honoring the father)

Get feedback: audience can comment under the video, like, dislike and share this video Risks:

- Controversial girl image (strong >< gentle, breaking >< stereotype, ) because each girl has her own personality

- The story is too emotional, attracting viewers along with the honest acting of the two actors can overshadow the product as well as the brand

QUESTION 2: VINFAST VF 8 CASE STUDY

1 Introduction:

1.1 Overview of the electric vehicle market:

Today, in the context of constantly fluctuating gasoline and oil prices, electric car models are attracting more and more attention and consumer demand, according to Bloomberg This will be a long-term trend and 2022 will be the year marking a breakthrough in the sales of electric vehicles in general and electric cars in particular

Image 2.1: JATO Dynamics research of electric car consuming around the world

According to market research data of automobile company JATO Dynamics, the global consumption of electric cars has increased sharply in the past 3 years In 2019, electric car sales reached only 1.4 million vehicles (1.9% market share), in 2020 reached 2.01 million vehicles (3.1% market share) and increased to 4.2 million vehicles (6.2% market share) in 2021 It can be said that electric vehicle market share has doubled after one year and accounts for 6.2% of total car sales worldwide (Source: Thanh Nien Newspaper)

Image 2.3: Electric vehicles sales in 2010-2020

According to research prediction of VinFast, with the growth rate of electric cars in the past 10 years, in 2030 the world will consume about 34 million electric cars/year and will account for 70% of the car market share cars by 2050, which means that for every

100 cars on the road, there will be 70 electric cars (Source: Thanh Nien Newspaper)

In Vietnam, the electric car market has just prospered in recent years, but it is extremely potential With a population of nearly 100 million people, a young population structure and a high ability to learn and love new technologies, many car manufacturers around the world have plans to export electric cars to Vietnam such as Tesla, Hyundai (Ioniq 5), KIA (EV6), etc At the same time, with policies to encourage consumption from the government and manufacturers, the electric car market on the S-shaped land will become busier than ever and have the opportunity to reach international level because

of the strong pioneering from the domestic brand VinFast

Image 2.4: Global air quality rankings

In Vietnam, the number of private vehicles in circulation is relatively high, so that Vietnam ranks 15th in the world with air pollution In addition to air pollution becoming heavy, the price of fuel for transportation fluctuates constantly, making people gradually aware of the importance of the environment Therefore, the trend of green cars is gradually blossoming in the Vietnamese market with advantages that are hard to ignore when supportive policies come not only from the government but also from manufacturers, in addition to the integrations In terms of automation technology, a very modern and intelligent virtual assistant brings a safe, convenient and environmentally friendly driving experience However, the infrastructure for electric cars in Vietnam is still not popular and there are many shortcomings But because protecting the environment is a millennium task, electric cars will greatly contribute to shaping the future of people

1.2 Current consumer trends in the electric vehicle market:

Currently, the amount of emissions directly polluting the environment mainly originates from vehicles running on gasoline and oil At the same time, this resource is

at an alarming rate and may not be in sufficient supply in the future To overcome that situation, many electric cars were born

In the world, electric cars appeared from the end of the 19th century, but until the beginning of the 21st century, this market began to move strongly in the US, China, Japan and European countries

According to a survey with content related to awareness of electric vehicles of a car forum in Vietnam, 99.4% of consumers over 25 years old have heard of electric cars,

of which 82% are interested in electric cars interested and used to learn about electric

Image 2.5: Willingness to buy electric cars in next 12 months (From 2021) According to a survey with content related to awareness of electric vehicles of a car forum in Vietnam, 99.4% of consumers over 25 years old have heard of electric cars,

of which 82% are interested in electric cars interested and used to learn about electric cars This is an impressive number showing the attraction of electric cars to Vietnamese consumers (Source: VinFast Auto)

For those who have been deeply learning about electric cars, grasping the outstanding advantages that electric cars bring, especially in the context of fluctuating petrol prices, 46% definitely choose to buy electric cars in the next 12 months These numbers have

cars This is an impressive number showing the attraction of electric cars to Vietnamese consumers (Source: Vinfast Auto)

1.3 General introduction about VinFast:

1.3.1 General introduction about VinFast:

- VinFast's full name is VinFast Trading and Service Company Limited This is one of the car manufacturers in Vietnam, established in 2017, is one of the largest multi-industry private economic groups in Asia The head office of this enterprise is located in Hai Phong city

- This company is a member of VinGroup, founded by billionaire Pham Nhat Vuong

- VinFast is the company name that is abbreviated from the phrase "Việt Nam – Phong cách – An toàn – Sáng tạo – Tiên phong" The meaning of this name is

to express the aspirations of bringing the Vietnamese brand to the international community through the production of cars VinGroup wants to contribute to

creating motivation, promoting heavy industry, manufacturing industry and supporting industries in Vietnam to have the opportunity to develop Việt Nam – Phong cách – An toàn – Sáng tạo – Tiên phong are not merely acronyms that make up VinFast, but also represent the values and guidelines for every daily decision of VinFast to bring benefits best for customers

Image 2.6: VinFast Name Meaning Logo meaning: If you look closely, VinFast's logo is made up of 3 consecutive V-shaped lines The meaning of the VinFast car company logo is to represent Vietnam, Vingroup and Rise Before being selected to use the stylized V-shaped logo, VinFast continuously edited the logo design The company's logo is built by 2 famous studios

in the world

Image 2.6: Logo VinFast

With VinFast, VinGroup has created an international brand that Vietnamese people can

be proud of VinFast meets the needs of domestic drivers, as well as addresses the needs

of the growing domestic market

1.3.2 Vision, mission of Vinfast:

- Vision: To become a smart electric vehicle brand that strongly promotes the global electric vehicle revolution

- Mission: "For a green future for everyone"

- Brand philosophy: Putting customers at the center, VinFast is constantly innovating to create high-class products and excellent experiences for everyone

- Core values: Classy products Good price Outstanding after-sales

1.4 Introducing Vinfast's new electric vehicle VF 8

- VinFast VF8 is a luxury car in terms of design, powerful in operation and interesting in technology but with a reasonable price

- Possessing a modern sporty appearance with a more eye-catching front end than previous models, bringing a new experience to consumers

- Not inferior to other vehicles, Vinfast VF8 also equips itself with advanced technology and intelligent services such as voice control, advanced driver assistance features to recognize blind spots or collisions, mobility assistance moving when the traffic jams,

- In addition, the VF8's engine is quite durable along with the censored 5-star safety system that makes consumers feel more secure during use

- Price: fluctuates about 1 billion 3 VND

1.5 Competitors:

1.5.1 Direct competitors

- According to consulting firm Dezan Shira & Associates, with a rapidly growing population, an expanding middle class and increasing environmental awareness, Vietnam is expected to become a strategic market for many manufacturers produce electric vehicles, in addition to traditional markets such as North America, Europe and China Vinfast faces many opponents at home Vinfast's direct competitor is Tesla with Tesla Model 3 and Nissan Leaf 2022

Image 2.7: A Tesla electric car

- Design: It borrows some styling inspiration from the Model S sedan and Model

X SUV, but goes its own way with a unique interior design and

- all-glass roof

- Performance: For electric car buyers, they're often more concerned with vehicle range than speed or handling, and they'll be pleased to

- know that the Tesla Model 3 is the go-to electric sedan as far as possible It

- can go 531 km per full charge, run from 0 to 100 km/h in 3.4 seconds and reach

- a top speed of 261 km/h

- Price: Tesla Model 3 is priced from 780 million VND

Image 2.8: A Nissan Leaf 2022 electric car TESLA MODEL 3

NISSAN LEAF 2022

- Design: The car still has the same appearance as the 2017 Leaf but will have the option of 16- and 17-inch wheels In it, there are 2 colors Universal Blue and Magnetic Blue shared with the new Nissan Qashqai and Ariya lines

- Performance: Uses available 40 kWh and 62 kWh batteries As a result, the Leaf still has a maximum range of 385 km (239 miles) on a single charge as measured

by the European WLTP standard

- Price: The price of Nissan Leaf 2022 is about 920 million VND

Image 2.9: A Mazda CX-5 electric car

- Design: The exterior of the car is faithful to the new generation Kodo design with youthful and personality lines, suitable for both male and female customers Overall length reaches 2,700 mm, Mazda CX-5 offers a spacious and comfortable cabin for all 5 seating positions

- Performance: Mazda CX-5 has two engine versions 2.0 and 2.5, upgraded with SkyActiv technology to promise fuel economy and flexible operation The suspension system on the latest version has also been upgraded by adding springs to suppress external forces and absorb force for smoother operation

- Price: The price of Mazda CX5 depending on the version will cost from 950 million to 1 billion 200 million VND

MAZDA CX-5

Image 2.10: A Huyndai Tucson electric car

- Design: The Hyundai Tucson has a tough, ribbed and cut-out block The most attractive point is at the front of the car, when each side has up to 5 strips of daytime lights, the design of the same block with the grille creates the feeling that the grille extends from side to side of the front of the car

- Performance: This model is equipped with 4 engine options with the center being a 1.6L T-GDi petrol engine block, 4 cylinders in line as standard, for a maximum capacity of 148 horsepower In addition, an electronic suspension with adaptive dampers is also fitted separately, to provide a significantly sportier driving experience than standard

- Price: The price of Hyundai Tucson depends on the version that ranges from

950 million to 1 billion 150 million VND

1.6 Positioning

- Vinfast VF8 locates based on 3 criteria of quality, difference, safety,

- Vinfast is proud to be the first car manufacturer in Vietnam The Vinfast VF8 model is a harmonious combination of unique art, high practical application and breath of the future To create this design, VinFast cooperated with the famous Italian studio - Pininfarina This is the "father" of legendary cars with a sporty and liberal style that has been popular for decades.The VF8 electric car color palette offers a variety of exterior colors for users to freely choose, tailored to your age, interests and personal style

- At the same time, safety is still one of the top factors to bring peace of mind and comfortable experiences for customers VF8 is equipped with advanced safety technologies along with the highest safety standards from leading regional and international assessment programs such as: ASEAN NCAP, EURO NCAP, NHTSA

HUYNDAI TUCSON

- VF 8 brings quality according to international standards The chassis and body are manufactured by VinFast using BMW technology, guided and supervised

by BMW experts Other details are supplied by the world's leading manufacturers such as ZF gearboxes, Bosch accessories Besides, VF8 has also passed hundreds of the most severe tests of leading laboratories top of Europe

- Below is the price and quality of the VF8 compared to other competitors

Table 2.1: Price and quality comparison of some popular electric cars’ brands

Vinfast VF8 1B100 VND *****

Mazda CX-5 version 2.5 Signature Premium AWD 1B200 VND ****

Hyundai Tucson 2.0 Diesel Special Version 1B150 VND ****

Image 2.11: Positioning Map of electric cars’ brands

1.7 SWOT

- As a member of Vingroup, VF 8 has good and stable financial resources

- Well-trained human resources, the leaders are all experienced figures in this field

- VF 8 inherits the positive brand images that Vingroup brings

- Dense Vinfast dealer network, many showrooms

- High degree of standardization - Quality management: high technology investment,

looking to the future

- Not really a brand that has a foothold in the automotive market in general, not the first choice that consumers think of

- The cost of warranty, maintenance, and maintenance services has not satisfied customers: the popularity of repair parts of VF 8 is a weakness compared to previous brands, especially Toyota

- Marketing and PR ability for VF8 products is not an advantage

- Having the opportunity to create products suitable for the masses by inheriting

and taking advantage of technology from partners

- High support from Vietnamese users in the context that domestic consumption is

always in the top of Southeast Asia

- There is great potential when meeting the mentality of Vietnamese people who

want to own an electric car when the infrastructure is improved and in line with

today's modern trends

- Brand barriers: VF 8 will have to confront experienced and established names in Vietnam such as Toyota, Mazda, Ford or higher, BMW, Mercedes with the same price segment

- The auto auxiliary industry in Vietnam is still limited

- Pressure to expand the market

Increase target customers' understanding of upcoming VF8 product information by 50%

from October 2022 to March 2023

Image 2.12: Main Targets of VF 8

Table 2.2: Main TA analysis

Demographic

Marital

Occupation Business people, CEOs of industries

Geographic In the Vietnamese market but focusing mainly on 3 key cities of the three regions: Hanoi capital, Da Nang city and Ho Chi Minh city.

Psychological

Lifestyle

People with a modern lifestyle, sensitive to new trends, easily absorb new things Passionate about cars and collecting them, leading an eco-friendly

gasoline-Barrier

- The price is quite high for experiencing the new car

- Passionate and prioritize consumption of foreign car companies

- The trend of electric vehicles is still quite new in the Vietnamese market, so many people are still quite concerned about the quality, components and convenience of electric cars compared to traditional gasoline cars

Facebook, Instagram, Tiktok: Review groups,

car experiences, technology products, environmental protection, pages of famous car

manufacturers

Youtube: vloggers, car advertisements on the

official homepages of car manufacturers

- Psychology: Having expertise, knowledge or passion to learn and collect in the

field of cars, components and especially interested in environmentally friendly cars

- Behavior: There have been studies, analysis, evaluation and comparison

between car models, especially electric, modern and stylish cars in recent years