vietjet air reputation has been severely damaged by the changzhou bikini scandal regarding the reception of the u23 vietnam football team after the 2018 afc u 23 asian cup

This approach makesVietJet attractive to travelers looking for thrilling and memorable journeys.Vietjet Air has planned a communication project whereby Vietjet General Director LuuDuc Kh

Student: Nguyễn Đoàn Kim Anh - SS160506Lecturer: Nguyễn Trần Hương ThảoSubject: CCM201

INDIVIDUAL REPORT: CASE STUDY ESSAYTopic:Vietjet Air reputation has been severely damaged by the "Changzhou bikiniscandal" regarding the reception of the U23 Vietnam football team after the 2018AFC U-23 Asian Cup final

TABLE OF CONTEN:

A Abstract introduction……… 1B Organization introduction……….… 1-3C Overview……… 3-4D About the crisis……… ….5-111 Crisis timeline

2 Actions and responses taken3 Media analysis

company How they affect the people involved and the image of the company Theanalysis is created based on research through articles, sources, and learned knowledge…From there, this report will evaluate and suggest further solutions to the crisis.

B Introduction about Vietjet Airline:

Vietjet is a low-cost airline based in Ho Chi Minh City, Vietnam This is the largestairline in Vietnam by fleet size and passenger traffic Vietjet was founded in 2007 by Ms.Nguyen Thi Phuong Hang and started operating in December 2011 The airline has a fleetof more than 100 aircraft, flying to more than 100 destinations in Vietnam, SoutheastAsia and China Vietjet is known for its cheap fares, young and vibrant brand The airlinehas been praised for its innovative marketing campaigns and commitment to socialresponsibility In 2018, Vietjet was honored by Skytrax as "World's Best Low-CostAirline".

Vietjet has been and is the main growth driver of Vietnam's aviation market In 2019, theairline carried more than 20 million passengers, accounting for more than 40% of thetotal number of passengers transported in Vietnam Vietjet's success has contributed tomaking Vietnam a more attractive destination for tourists and business people.

Brand image:

Use red and yellow - the colors of the country's flag

Logo: use text – stylized brand name as the main identity symbol.

Using red to symbolize enthusiasm, passion, is also a bright, outstanding color thatalways creates attraction and freshness.

- Meaningfulness: Emphasizing Vietnamese identity, the slogan "Flying is likeimmediately" is based on 4 core values: Safety, Fun, Cheap, Punctuality, focusingon conveying the message that the company wants customers to use the service ofthe airline will feel fun and interesting.

- VietJet has built the image of a young and dynamic airline in incorporating funelements into their brand image and marketing activities The airline is known forhosting in-flight shows, special events, and promotions that aim to create anenjoyable and entertaining travel experience for passengers This emphasis on funhelps evoke positive emotions and associates the brand with a lively and excitingjourney.

- VietJet often promotes itself as an airline that offers interesting travel experiences.Their marketing campaigns and activities, such as unique destination selection,creative advertising, and partnerships with celebrity or celebrity events, aim tocreate a sense of adventure and excitement encourage This approach makesVietJet attractive to travelers looking for thrilling and memorable journeys.

Vietjet Air has planned a communication project whereby Vietjet General Director LuuDuc Khanh announced on his personal Facebook that he will paint a picture of the U23Vietnam team on the planes if they win the championship and present Special awards forthe team On January 3, 2018, Vietjet was honored to be the airline to welcome theVietnam U23 football team after they returned from the 2018 Asian U23 Championshipand held an in-flight bikini show This bikini show has caused a lot of controversy andprotests from the public and the online community.

According to information in the media, Vietjet has stated that this activity is to welcomeand honor the achievements of the U23 Vietnam team with a dynamic and youthfulimage However, many people have considered this to be an act of disrespect andobjection, seeing it as a violation of the morality and traditional cultural values ofVietnam After the news of this incident spread, Vietjet received a lot of criticism from

the online community and women's organizations Vietjet was fined 40 million dong fororganizing an event on the plane without permission The airline later had to publiclyapologize and admit that the practice hurt and damaged the company's reputation.However, that apology did not satisfy the audience but also sparked a wave of

indignation, who said that Vietjet blamed, irresponsible, and insincere After the incident,Vietjet received a great lesson They continue to organize meaningful activities OnFebruary 14, 2018 (for the 29th Lunar New Year), Vietjet still carried out a flight of lovedeparting from Ho Chi Minh City Ho Chi Minh to Hanoi on a youth plane bearing thesymbol "I love my country", the same ship that carried the U23 team from Changzhou toHanoi Free flights for young people and students with difficult circumstances, bringingjoy and warm atmosphere to young people far from home who can return to theirhometown to celebrate Tet with their families Things have calmed down down but it isalways remembered as a historic crisis of Vietjet Air.

E About the crisis:1 Crisis timeline:

22/1, Luu Duc Khanh - CEO of Vietjet Air announced that he would paint the image ofthe U23 team on the fuselages of Vietjet Air with the meaning of bringing the symbol ofVietnam tourism to promote and bring the country and people of Vietnam Nam tointernational friends In addition, the Board of Directors of Vietjet also announced areward for Coach Park Hang-Seo and members of the U23 Vietnam team for 1 year offree flight on the entire network that Vietjet is exploiting (Vietjet (.net))

VietjetGeneralDirectorannouncedonhispersonalFacebook

26/1 VFF sent an official dispatch to the General Department of Physical Education andSports about the cancellation of the return flight ticket (Shanghai - Hanoi) of the VietnamU23 team with the reason: With the football team's outstanding performance The 2018AFC U23 Championship Final featuring U23 Vietnam, Vietnam U23 football team wasawarded a flight by Vietjet exclusively to welcome the coaching staff and members of theU23 Vietnam team from Changzhou - China Noi Bai International Airport.

13 hours 18 minutes, 28/1 Flight VJ7268 carrying the U23 Vietnam team and coach ParkHang Seo landed at Noi Bai airport, Hanoi capital with the welcome of thousands of fans.

Theplanecarriesthesymbol"Ilovemycountry"ontheflighttowelcomeU23VietnamhomeJanuary28

On the afternoon of January 28, the image of bikini models performed on a special planelike a stage to congratulate the U-23 players in Vietnam However, the lack of clothes ofthe model made the young players shy , even close my eyes in front of the beautyThese images were posted on an online newspaper site, and also on the facebook of oneof the models performing a bikini performance and quickly spread on social networksand caused anger among fans They consider this to be offensive.

On the evening of January 28, CEO Nguyen Thi Phuong Thao, had an apology letterposted on the airline's fanpage

29/1, the representative of the Ministry of Culture, Sports and Tourism (VH-TT-DL) hada working session with the representative of VietJet about the offensive images, contraryto fine customs and traditions on the flight carrying VJ7268.

VietJet's representative apologized to the authorities and took responsibility for the wholeincident.

30/11 the Civil Aviation Administration of Vietnam said that it had imposed a fine of 40million VND on Vietjet for some models wearing revealing and offensive clothes on itsplane to welcome the Vietnamese U23 team.

2 Actions and responses taken:

28/1 CEO Nguyen Thi Phuong Thao, had an apology letter posted on the airline's fanpageand said that this was an impromptu performance of the actors, this performance was notincluded in the program of the company that spontaneously from the trip organizers Thecompany's leadership has had a deep review and experience as well as disciplined theindividuals involved After that, Vietjet's fan page was closed The company continued toreceive a lot of anger from the audience.

They believes that Vietjet is not actively admitting fault, but is blaming its subordinatesand the actors Others said that if the apology is true, Vietjet is too bad at managing itsown crew, even having a model that can't control it, so how can a passenger give his lifeon the flight Some people argued that Vietjet was lying because the bikinis wereprepared and it was part of a planned program organized by Vietjet.

29/1 VietJet's representative apologized to the Ministry of Culture, Sports and Tourism,the Vietnam Football Federation (VFF), the Training Board, the U23 players in Vietnamand the fans At the same time, he accepted responsibility for the entire incident thathappened on the flight, which angered the public Vietjet admitted that it had not reportedthe content of the program to the Ministry of Culture, Sports and Tourism because of the

urgent flight time Besides, the company also wants to create a surprise for the U23players in Vietnam (Nguoi Lao Dong newspaper).

This apology once again made the public angry, because of the contradiction between theprevious information that they said that the spontaneous bikini performance was causedby the actors and staff Now they admit that due to the urgent organization time, thisshow is intentionally organized by Vietjet.

- Foreign press: Like the reaction from the press, Vietnamese public opinion andforeign press also have a negative view of the incident Specifically: US mediaCBS "Airline apologizes for vulgar 'performance'" British website MailOnlinewrote that "many people in the country were angry with this action and used socialmedia to condemn the airline, some even threatening to boycott" French newsagency AFP "Red card for Vietjet after lingerie models' performance" describes"social media has exploded with photos, including one showing a young footballerlooking confused and embarrassed in the arms of the model in red panties and asilver belly short shirt" Newspapers of Thailand, Korea, and Taiwan were alsointerested in the incident and reported it.

- According to professional marketing media analysts: They think that Vietjet hasbeen extremely successful in attracting public attention from its association withthe U23 image, which is difficult for any airline to do "It's an act of Vietjet torepaint an aircraft on the occasion of the victory PR is quite good But playingbikini show again in the plane is not clean at all They want to take advantage ofthe iconic role of U23 Vietnam Nam to once again look forward to spreading itfreely in the community, frankly shared by Tran Bang Viet, CEO of Dong ASolutions, President of the Global Federation of Young Leaders and Entrepreneurs

(JCI) in Vietnam Professional analysts believe that Vietjet should spread andadvertise with a cleaner and more beautiful image to bring positive response fromthe community as well as build a good brand image.

4 Stakeholder impacts:

- The image of Vietjet company and the prestige and honor of Vietjet leaders havebeen seriously affected The community and customers ignored the beautifulimages that Vietjet had built before, and instead began to dig up the bad cases thatVietjet had done before The brand is labeled "cheap airline", "unclean, unculturedairline"

- The members on the flight, the crew, Vietjet staff and beloved passengers of theairline are the ones most hurt by this incident According to the company'sinformation, they are the main victims, constantly receiving harsh words from thepublic, their friends, relatives and family will also be affected.

- Investors were also severely affected when Vietjet received a wave of boycotts.Stock prices and profits fall

- The VFF organization and the U23 team were also affected when they canceled aprevious Vietnam Airlines flight and received a flight supported by Vietjet.- Women's associations, cultural departments, and the government are also involved

when they can't control the situation and let the public press too much.F Lessons learned and Recommendation

- Calling the incident its right name, correcting it somewhere, sincerely admittingthe error is the demand of the general public and the fans of the national U23football team When the incident happened, Vietjet leaders need to seriouslyreview the whole incident and give a sincere apology, avoiding blaming anyone.- It is necessary to make a corrective action or a solution to the public immediately.

CEO Nguyen Thi Phuong Thao did a good job when immediately apologizingwithin 2-4 hours as soon as the incident happened, but her apology was notsincere, so she received a negative response from the public.

- Respect and promote cultural values: Ensure that communication activities do notviolate ethics, cultural values and respect partners, customers and employees.Vietjet needs to change the direction of pure communication in line with culturalvalues.

- Build trust: Take advantage of a crisis to build or restore public trust throughaction such as fixing bugs, communicating openly and honestly, and ensuring thatimprovements have been made.

References:Vietjet Air

Phạt Vietjet 40 triệu đồng vụ diễn bikini trên chuyến bay đón U23 Việt Nam

Vietjet xin lỗi kiểu đổ vấy trách nhiệm, thiếu chân thành

Vietjet sẽ sơn hình đội tuyển U23 Việt Nam lên máy bay

Vì sao VFF đề nghị hủy chuyến bay ở phút chót của U23 Việt Nam?

Xin lỗi sự cố phản cảm với U23, Vietjet càng nhận thêm “gạch đá”

Báo chí nước ngoài chú ý đến màn diễn bikini trên máy bay đón U23 Việt Nam

Bài học đắt giá cho Vietjet từ chuyến bay đón U23 Việt Nam

https://theleader.vn/bai-hoc-dat-gia-cho-vietjet-tu-chuyen-bay-don-u23-viet-nam-20180131063935382.htm