topic describe the success service marketing situation of the bay là thích ngay campaign

The airline continues to play a significant role in the growth of the Vietnamese aviation industry and is expanding its presence in the broader Southeast Asian market.- Introduce the “Ba

FPT UNIVERSITY- CAMPUS CAN THO



Individual Assignment [MKT202]

TOPIC: Describe the success service marketing situation of the “Bay là thích ngay” campaign.

Student name: Hà Lam Thanh Code: CS170419

Class: BA1703 Phone: 0385255699 Email: thanhhlcs170419@fpt.edu.vn

Cần Thơ, 22/6/2023

TABLE OF CONTENTS Table of Contents

I Introduction 1

A Briefly explain the concept of service marketing 1

B An overview of Vietjet Air and introduce the "Bay là thích ngay" campaign 1

II Description of the Service Marketing Situation 3

A Provide a detailed description of the service firm's success 3

B Include relevant information such as the industry, target market, and specific challenges faced by the firm 5

III Relation to Contents in Services Marketing Management Course 6

A Identify and discuss the key concepts or topics covered in the services marketing management course that are relevant to the situation 6

IV Lessons Learned from the Service Marketing Situation 7

A Identify and discuss the lessons learned from the service marketing situation 7

B Discuss how these lessons can be applied to other service firms or industries 8

V Conclusion 10

VI References 10

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I Introduction

A Briefly explain the concept of service marketing

- Service marketing is a specialized branch of marketing that focuses

on promoting and delivering intangible services to customers Unlike tangible products, services are intangible, perishable, and typically involve a direct interaction between the service provider and the customer Service marketing recognizes the unique characteristics of services and develops strategies to effectively market and deliver them to meet customer needs and expectations

- In service marketing, the emphasis is placed on creating and delivering value through the service experience This involves understanding customer preferences, designing service offerings, managing customer interactions, and building long-term

relationships Key elements of service marketing include service quality, customer satisfaction, service diffirentiation, and effective communication

- Service marketing strategies often revolve around the "7 Ps" framework, which extends the traditional marketing mix (product, price, place, and promotion) to include additional elements specific

to services These additional elements include people, process, and physical evidence, which focus on the role of employees, service delivery processes, and tangible cues in shaping the customer experience

- Overall, service marketing recognizes the unique challenges and opportunities that arise when marketing intangible services, and it aims to develop effective strategies to meet customer needs, enhance customer satisfaction, and build strong customer relationships

B An overview of Vietjet Air and introduce the "Bay là thích ngay" campaign

- Overview of Vietjet Air:

+ Vietjet Air is a low-cost airline based in Vietnam that was established in 2007 It has quickly grown to become one of the leading airlines in the region, offering domestic and international flights Vietjet Air operates an extensive network of routes, connecting various destinations within Vietnam, as well as destinations in Southeast Asia, East Asia, and South Asia

+ The airline is known for its vibrant branding and focus on affordability, targeting both leisure and business travelers Vietjet Air aims to make air travel accessible to a wider range of customers by offering competitive fares and a range of ancillary services + Vietjet Air operates a modern fleet of aircraft, primarily consisting

of Airbus A320 and A321 models The airline is committed to maintaining high safety standards and has received various certifications and accolades in recognition of its safety practices + In addition to its focus on cost-effective operations, Vietjet Air has been proactive in implementing innovative marketing campaigns and partnerships to enhance its brand visibility The airline has garnered attention through creative and engaging marketing initiatives, including collaborations with celebrities and the launch

of unique promotional campaigns

+ Vietjet Air has also expanded its services beyond air travel by establishing subsidiaries and joint ventures in various areas, such as cargo transportation, aviation training, and maintenance services This diversification has allowed the airline to broaden its offerings and strengthen its position in the aviation industry

+ Overall, Vietjet Air is recognized for its low-cost model, extensive route network, vibrant branding, and commitment to customer satisfaction The airline continues to play a significant role in the growth of the Vietnamese aviation industry and is expanding its presence in the broader Southeast Asian market

- Introduce the “Bay là thích ngay” campaign:

+ The "Bay là thích ngay" campaign was a marketing initiative launched by Vietjet Air, aimed at promoting affordable air travel and attracting more customers The campaign's name translates to "Fly and you'll instantly love it" in English, reflecting its focus on the positive experience of flying with Vietjet Air

+ The primary objective of the "Bay là thích ngay" campaign was to position Vietjet Air as a low-cost airline and emphasize the ease and convenience of choosing their services It sought to capture the attention of both domestic and international travelers, offering discounted fares and highlighting the affordability of flying with Vietjet Air

+ The campaign utilized various marketing channels, including digital platforms, traditional media, and outdoor advertising, to reach

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a wide audience and generate awareness It employed vibrant visuals, catchy slogans, and engaging content to communicate the key messages of affordability, accessibility, and enjoyable travel experiences

+ Through the "Bay là thích ngay" campaign, Vietjet Air aimed to differentiate itself from competitors by offering competitive prices while maintaining quality service By leveraging the campaign's messaging and promotions, the airline sought to attract price-sensitive travelers who value affordable air travel without

compromising on their experience

+ The "Bay là thích ngay" campaign demonstrated Vietjet Air's commitment to understanding the needs and preferences of its target market It recognized the importance of cost-effectiveness in the highly competitive airline industry and leveraged creative marketing strategies to effectively communicate its value proposition to customers

+ In short, the "Bay là thích ngay" campaign played a significant role in raising Vietjet Air's brand visibility and attracting customers through its emphasis on affordability and enjoyable flying experiences

II Description of the Service Marketing Situation

A Provide a detailed description of the service firm's success

- The "Bay là thích ngay" campaign launched by Vietjet Air achieved significant success in promoting the airline's services and attracting a large customer base The campaign's focus on affordability, convenience, and targeted marketing contributed to its overall success Here is a detailed description of the service firm's success with the campaign:

+ Increased Brand Awareness: The "Bay là thích ngay" campaign successfully increased brand visibility and awareness for Vietjet Air Through its vibrant and engaging marketing materials, the campaign caught the attention of potential customers and generated positive buzz around the airline's offerings The catchy slogans, visually appealing advertisements, and effective use of social media platforms helped in spreading awareness about Vietjet Air and its affordable air travel options

+ Attracted Price-Sensitive Travelers: The campaign's emphasis on affordable air travel played a crucial role in attracting price-sensitive

travelers By offering discounted fares and promotions, Vietjet Air positioned itself as a cost-effective alternative to other airlines The attractive pricing strategy helped the airline tap into a larger customer segment that valued affordability without compromising on the quality of their travel experience

+ Increased Customer Base: The "Bay là thích ngay" campaign contributed

to a significant increase in Vietjet Air's customer base The combination of discounted fares, convenience-focused messaging, and broad targeting of both domestic and international travelers led to a surge in bookings and reservations The campaign successfully captured the attention of a wide range of customers, including budget-conscious individuals, families, and tourists, resulting in a notable growth in customer numbers

+ Positive Customer Perception: The campaign's messaging highlighting the ease and convenience of flying with Vietjet Air helped create a positive perception among customers By emphasizing a hassle-free travel experience and comfortable journey, Vietjet Air positioned itself as a customer-centric airline This positive perception contributed to customer satisfaction and enhanced the likelihood of repeat business and positive word-of-mouth recommendations

+ Competitive Advantage: The "Bay là thích ngay" campaign provided Vietjet Air with a competitive advantage in the airline industry, particularly

in the low-cost carrier segment By effectively communicating its value proposition of affordability and convenience, Vietjet Air distinguished itself from competitors and positioned itself as a preferred choice for customers seeking cost-effective air travel options The success of the campaign helped the airline solidify its position in the market and gain a competitive edge

+ In sum, the "Bay là thích ngay" campaign of Vietjet Air achieved notable success in terms of increased brand awareness, attracting price-sensitive travelers, expanding the customer base, creating positive customer perception, and gaining a competitive advantage The campaign's focus on affordability, convenience, and targeted marketing strategies played a pivotal role in driving these achievements for Vietjet Air

B Include relevant information such as the industry, target market, and specific challenges faced by the firm

- The "Bay là thích ngay" campaign of Vietjet Air was implemented in the airline industry, specifically targeting both domestic and international travelers Here is some relevant information regarding

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the industry, target market, and specific challenges faced by Vietjet Air:

+ Industry: Vietjet Air operates in the highly competitive airline industry, which is characterized by numerous players offering domestic and international flight services The industry is driven by factors such as affordability, convenience, customer experience, and efficient operations + Target Market: The "Bay là thích ngay" campaign targeted a broad range

of customers, including both domestic and international travelers The campaign aimed to attract price-conscious individuals, families, and tourists seeking affordable air travel options Vietjet Air positioned itself as a low-cost airline to cater to the needs of budget-conscious customers without compromising on service quality

- Challenges Faced: Vietjet Air faced several challenges in

implementing the "Bay là thích ngay" campaign:

+ Intense Competition: The airline industry is highly competitive, with several well-established airlines and low-cost carriers vying for market share Vietjet Air had to overcome competition from both domestic and international airlines to capture the attention of customers and differentiate itself in the market

+ Perceived Service Quality: As a low-cost carrier, Vietjet Air faced the challenge of managing customer perceptions of service quality The airline had to ensure that despite the affordable fares, it provided a satisfactory travel experience to customers, including reliable operations, comfortable cabins, and efficient customer service

+ Brand Building: Building brand awareness and establishing a strong brand presence in a crowded market was another challenge for Vietjet Air The "Bay là thích ngay" campaign aimed to address this challenge by effectively communicating the airline's value proposition and unique selling points to customers

+ Customer Loyalty: In the highly competitive airline industry, customer loyalty is crucial Vietjet Air faced the challenge of building and

maintaining customer loyalty in a market where customers often switch airlines based on price and promotions The campaign aimed to not only attract new customers but also retain existing ones by delivering a positive travel experience

- By addressing these challenges through targeted marketing, competitive pricing strategies, and a focus on customer experience,

Vietjet Air achieved success with the "Bay là thích ngay" campaign and positioned itself as a prominent player in the industry

III Relation to Contents in Services Marketing Management Course

A Identify and discuss the key concepts or topics covered in the services marketing management course that are relevant to the situation

- In the context of the "Bay là thích ngay" campaign by Vietjet Air, several key concepts and topics covered in a services marketing management course are relevant Here are some of the key concepts and topics that relate to the situation:

+ Service Differentiation: The campaign highlights the importance of service differentiation in the airline industry Vietjet Air aimed to position itself as a unique and cost-effective option by offering discounted fares and emphasizing the ease and convenience of flying with them This aligns with the concept of service differentiation, where companies strive to create a unique value proposition to stand out from competitors

+ Customer Segmentation and Targeting: The campaign's target audience included both domestic and international travelers Understanding customer segmentation and targeting was crucial in identifying the needs and preferences of different customer groups By catering to the preferences of price-conscious travelers, Vietjet Air effectively targeted a specific market segment to maximize the campaign's impact

+ Integrated Marketing Communications: The success of the "Bay là thích ngay" campaign can be attributed to the effective use of various marketing channels, such as advertisements, social media, and outdoor promotions This aligns with the concept of integrated marketing communications, which emphasizes the coordination and integration of different

communication channels to deliver a consistent and impactful message to the target audience

+ Branding and Brand Management: The campaign played a significant role in enhancing Vietjet Air's brand awareness and brand perception It focused on building a positive brand image by emphasizing affordability, convenience, and enjoyable travel experiences This relates to the concepts

of branding and brand management, where companies strategically create and manage their brand identity to influence customer perceptions and preferences

+ Customer Experience and Satisfaction: The "Bay là thích ngay" campaign aimed to provide customers with a positive travel experience By

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