The analysis will analyze the company''''s overview, including the company''''s history and the productsand services it owns; analysis of Vietjet Air''''s competitor Bamboo Airways by SWOT model;
Trang 1Group 4
MKT 3 1 8 M
FINAL GROUP PROJECT
Trang 2INTRODUCTION COMPANY OVERVIEW MARKETING RESEARCH RECOMMENDATION AND CONCLUSION
Table Of Conten
Trang 3The subject of analysis of the report is Vietjet Aviation Joint Stock Company The analysis will analyze the company's overview, including the company's history and the productsand services it owns; analysis of Vietjet Air's competitor Bamboo Airways by SWOT model; Analysis of the company's target customers
The analysis will focus mainly on analyzing distribution channels, Marketing activities on social networking platforms based on Fanpage Karma and Ad Library, and Marketing activities on search engines through the distribution table Analysis on Similar Web and SEMRUSH Suggestions will then be given to the company on improving communication channels and marketing activities on social networking platforms and search engines.
Finally, there will be a Reference List of reference sources according to Harvard format standards.
Trang 4Tran Hoang Anh
Trang 5II COMPANY
OVERVIEWAbout company
Vietjet Air was established from 3 mainshareholders: T & C Group, Sovico Holdingsand HD Bank.
Licensed in November 2007
December 20, 2007, the company wasofficially awarded a business license
November 2009, officially opened
2023, Vietjet was honored in the top 50strong brands in Vietnam voted by VietnamEconomy magazine.
Airline tickets, travel product packages
Signed luggage LuggageFood Service
Trang 6Entertainment service Special service,
Trang 7Distributed widely throughout the country.Capture a significant market share.Strong local brand.New, diverse aircraft, high operating time, low fuel
consumption and costsavings The fleet ismodern, numerous andthriving.
The staff is young, always enthusiastic and very professional.
As the first private airline in Vietnam
The fleet includes modern wide- body aircraft such as A321neo, A320neo and Embraer
Good service quality, highlyappreciated for crewservice, in- flight meals, andentertainment Ticketprices are flexible,.
Poor productivity
management Overcrowded, flights are often delayed.Experience in the customer service industry is quite limited Management experience is still not much.
As a young airline, it lacks operational experience and has limited management personnel The fleet size and route network are still small compared to
Service policy is not stableand changes frequently
Trang 8at first.
Trang 9Strong international growth The government has many support policies for aviation businesses.The development of science and technology is
increasingly modern and highly applicable in the customer service industry.Cross-line partnerships and joint ventures are on the rise.
Vietnam's aviation market is growing rapidly and travel demand is increasing.Expand more domestic and international routes.Invest in technology andimprove customer service Cooperate with major airlines to expand flight routes.Building an effective brand and marketing strategy.
Competition with other
airlinesmajorFierce competition from The growth rate of theairlines such as Vietnam
Airlines,domestic economy is slower,Vietjet,
Airport congestion.Rising fuel prices greatly affect
Customer demands areoperating costs.increasingly high and
customer Laws and regulations areTHREATbehavior is changing.increasingly strict.
Fuel prices to operateImpact of COVID epidemic andmachines tend to increase.economic recession.
Natural conditions such as
rain,staffRecruiting qualified aviation storms, etc due to climate(pilots, flight attendants, etc.)
change affect flight quality Vietnam faces many
Trang 10flights.due to limited trainingcapabilities.
Trang 11TARGET CUSTOMER
VietJet's motto is to create aircraft opportunities at lower
costs for domestic people and Vietnamese tourists.
Gender: Vietjet Air customers are mainly male, accounting for 51.18%.
Age: The average age of Vietjet Air customers is 25-34 years old Income: The average income of Vietjet Air customers is 10-20 million VND/month.
Place of residence: Vietjet Air customers mainly live in big cities such as Hanoi, Ho Chi Minh City, Da Nang,
Level of internet usage: Vietjet Air customers use the internet regularly, especially social networks such as
Facebook, Instagram, Ticket booking habits: Vietjet Air
customers often book flight tickets online on Vietjet Air's website or application
Trang 12Owned media is created by businesses and isthe official channels of the business Helpsbuild good relationships with customers,ability to control content, low risk and long-term benefits.
Currently, Vietjet owns 5 Owned mediachannels, including 1 official website and 4social media channels: Facebook, Instagramand Youtube.
Trang 13ONLINE CONSUMER BEHAVIOR
Vietjet Air customers usually spend about 15 minutes a day searching for information about flights, ticket prices, promotions,
Vietjetair receives the majority of customer traffic via social networks from
Facebook, accounting for about 85%, with 5.5M followers on its page.
Similarweb, the number of
customers accessing the business's website and social channelsis mainly mobile
Trang 14devices.
Trang 15III MARKETING
Channel Analysis (P-O-E)
Marketing Research
Trang 16OWNED MEDIA
Currently, Vietjetowns 5 Owned mediachannels, including 1official website and 4
social mediachannels: Facebook,
Instagram andYoutube.
Owned media isowned media,
created bybusinesses and is
the officialchannels of thebusiness Helps
build goodrelationships withcustomers, abilityto control content,low risk and long-
term benefits.
Trang 175 OWNED MEDIA CHANNELS
Trang 18PAID MEDIA
Paid media is a paid media channel to promote products and services It brings unique experiences but is expensive However, Paid media can convey
information instantly and have the ability to control content.
Trang 19the children, nurturing the dreams of the younggeneration."
Trang 20VietJet brings Tet joy to ethnic people
With the desire to help poor people have a full and warm traditional Tet, Vietjet donated 500 gifts to households, including 150 gifts and warm clothes for preschool students, primary school andteachers at Ban Kha school, Sin Cheng commune.In addition, the program also organized medical examination, treatment, and medicine
distribution for 500 people with the support of doctors and nurses from the Vietnam-Soviet Friendship Hospital (Hanoi).
The Tet of Kindness Program is an activity in a series of volunteer activities organized by Vietjet over the years to spread the spirit of good living and beautiful living of Vietjet employees to the
Trang 21Earned media
Earned media is a viral media channel, the voice and sharing of users about the brand The advantage is that it creates high prestige and trust for the business, and a largereach, but on the contrary, Earned media has the
disadvantage that it is difficult to control.
On the airline's official Facebook channel, Vietjet created ahashtag that many users responded to, shared widely andattracted a large number of people interested in thebrand.
Trang 22SOCIAL MEDIAMARKETING
M ENGINE GSEARCHARKETIN
III MARKETING
Digital Marketing Application
Marketing Research
Trang 23Posts per day
With theperformance
index,Facebookaccounts for arelatively lowrate of 3.0% Itproves thatVietjet is notdoing a goodjob in bringing
a goodexperience tothis platform
Topp thechart with2.4 millionfans Whencompared tothe averagenumber offollowers of
otherairlines,Vietjet has a
fairly highand goodnumber offollowers.
Facebook'sfollower growth
slightly to
-0.076% Thereason maycome from
ineffectivestrategies,reduced travel
demand orcompetition from
other airlines.
Facebook postinteraction
rate is 0.049%.
Maybe thequality of the
images andcontent is not
attractiveenough, or the
advertising isnot right for
the rightcustomerbase.
2.3 is Vietjet Air's post index on the Facebook platform, the highest among the 3 platforms Looking at the statistics, it can be seen that Vietjet Air isfocusing the most on distributing content
via the Facebookplatform but it has
not really broughtabout certaineffectiveness.
Ranked 1stwith aperformance
index of 25%,
quite good foran Instagramchannel builtmainly in theform of images
and reels Itcan be seenthat Vietjet Airis also focusingon developing
this channelquite a lot.
19k followerson Instagramplatform.This is not a
very largenumber but
is stillconsidered
okaycompared to
o n channelof aVietnamese
Instagramchannel'sfollowergrowth rate is
1.9% Thisnumber isquite good,proving thatVietjet Air is onthe right track,reaching the
right targetcustomers.
interaction rate onInstagram is a good
indicator.Vietjet Air is doing well
in building a series ofquality content,attractive and eye-
catching images,suitable for thoseusing the Instagram
platform.
Trang 241.6
Vietjet Air's post index on Instagram This is a pretty good index,
clearlyreflectingFacebook,is apotential
thatVietjet Air
g.
Trang 25Posts per day
Tik Tok
Ranked 3rdin theperformanc
e indexranking.
4.0% is afairly lowindex thatVietjet Air is
focusing onthiscommunication channel Itcan be seenthat TikTok is
a potentialcommunicati
on channelbut Vietjet Airhas not used
it muchrecently.
893k followersis quite a highnumber onthe TikTokplatform
today.Proving thatVietjet Air ison the righttrack inapproaching
andcommunicating its imageto the public
1.2% is a prettygood growthrate index, far
average Thereason may be
due to thestrongdevelopment of
TikTok, givingVietjet manyorganicfollowers.Or maybebecause Vietjet
has applied asuccessfulmarketingstrategy andhas viral clips, it
has attracted asteady increasein followersevery month.
0.050% is therate of usersre- engagingthroughvideos onTikTok This isa low number,compared tothe number offollowers andgrowth index.It may bebecause usersfeel the videocontent isinappropriate
or notattractiveenough tomake themdiscuss the
0.4 is the post index on TikTok.
This numberis quite low
if Vietjetreally wants
to promoteandincreaserecognition
on thisplatform.
0.025% is ameasure ofuserengagement
with a poston TikTok.This indexclearlyreflects that
content isnot reallyattractiveenough toretainviewers.
Overall, itshows thatVietjet does not
have any pageperformance
indicators,which shows
that Vietjetdoes not focus
on the socialnetworkingplatform
136N is aquite large
number,showing that
Vietjet Air'sYouTubechannel has
attracted alarge number
of viewers.However,compared toother airlines
this number isstill quite
0% is anumber that
shows thatVietjet Air'sYouTubechannel hashad no growthin the numberof followers
recently.This provesthat Youtubeis not the
media channelVietjet Air wantsto focus on
developing.The interactionrate with videosposted toYouTube every
month stillincreases by
0.0040%.This is not a veryhigh number butis still okaycompared to an
undevelopedVietjet media
Trang 26Vietjet'sYoutubechannelhas a smallnumber of
the postsnot fixed.
Thenumber of
posts isvery small,
someweeks 1-2
posts,someweeksa week.
number of interactions per impression of each video on Youtube andis a stable level.Compared to
0% growthand poorperformance
this is stillcounted as a
steadynumber ofinteractions
becauseVietjet Airbuilds itsimagethrough other
platforms.
Trang 27There are 5 main types: link, photo, reel, status and video However, it can be seen that photo is the main type used by Vietjet Air with 18 articles accounting for 80%, followed by video and ranked last is reel, status and link.
Top post
Posts with the highest engagement performance:
+ All have specific and clear topics, related to the needs that customers are looking for.
+ Beautifully designed photo, outstanding message+ There is a call to action at the end of the article+ Sufficient text length (40~60 words)
Posts with the worst engagement:
+ General content, notification of flight delay, lost luggage+ There are usually no accompanying images or images that do not attract the viewer's eyes
+ Text is usually long > 70 words
In terms of post engagement, images are the most engaging and postedcontent format Videos, links, status, and others rank behind with relatively low engagement.
Hashtag Top hashtags were #vietjet used 22 times and #enjoyflying 19 times Vietjet Air is doing a great job of synchronously using hashtags in all posts, helping to increase brand awareness on media channels.
Time In terms of time, fanpage posts are mainly on weekdays such as 2nd, 4th, 5th, 6th and less gradually posted on Tuesdays and weekends.
Frequency Vietjet Air's posting frequency of the week is 2.3% This is a pretty good number, steadily with the general ground of other airlines.
Best time to
post
Trang 28can be said that in these 2 time frames on weekdays from 2nd to 6th(except 3rd and weekdays), Vietjet Air earns quite high interaction
with consumers.
Trang 29Top post
Posts with the highest engagement performance:+ All are real people, clear, eye-catching+ True, close, useful content to users
+ Attach appropriate hashtags, post at times when many people interact
Posts with the lowest engagement performance:+ The content is almost all advertising about travel tickets, incentives of Vietjet Air
+ The image does not attract the viewer's eye+ Post at a time frame with few people interacting
Time In terms of timing, Instagram posts are generally fairly even and stable However, on the 5th day will post mainly and evenly divided into days from 3rd to Sunday except 2nd.
Frequency1.6 is the posting frequency on Instagram This is a fairly stable number, proving that Vietjet Air is increasingly focusing on the
Trang 30Best time to
post p.m daily, with an average of 15.5 engagements per hour 2nd andThe golden time to post on Instagram is between 10:00 and 12:003rd are the days with the least interactions: 13.8 interactions/hour.
Trang 31YOUTUBE
Trang 32TIKTOK
Trang 33FACEBOOK ADS
In September 2023, Vietjet conducted 14 advertisements
+ Vietjet mainly advertises on Facebook, Instagram, messengerand audience network Advertising mainly focuses on sellingairline tickets and finding potential customers.
Advertisements repeated 3 times
=> The advertising content focuses on introducing cheap airticket promotions for flights from Da Nang, Phu Quoc toHong Kong for only 410,000 VND Vietjet repeat thisadvertisement to reach more potential customers, increasebrand awareness and motivate customers to buy tickets.
Trang 34FACEBOOK ADS
1/09/2023 - 30/9/2023
In September 2023, Vietjet conducted 14 advertisements
Advertisements repeated twice
India is a potential tourism market, but there are still many Vietnameseusers who do not know about VietJet Air's flights to India VietJet Aircontinuously promotes destinations in India to reach many users andincrease brand awareness In addition, VietJet Air can also rerun ads toencourage flight bookings and sell trips to India All articles about Indiandestinations are aimed at different audiences, including PotentialCustomers interested in summer travel and Customers interested in travelingto India.
Characteristics of VietJet's advertisements
+ The purpose of the VietJet Air advertising campaign is to raise brand awareness, attract new customers and encourageticket purchases.
+ The main target audience is individual travelers, targeting young travelers and those interested in summer trips to foreign destinations and frequent flyers.
+ Vietjet air has a large advertising budget so it still maintains the campaign even though the effectiveness maynot be high Therefore, VietJet Air maintains a large advertising campaign to maintain its competitive position even though the effectiveness may not be high.
+ Most advertising content focuses on introducing ticket promotions and preferential policies for customers Images and videos in advertising articles mainly introduce promotional programs, accompanied by short, easy-