this report will analyze analyze vietjet air digital marketing strategy evaluate its digital applications and make recommendations

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;

Group 4

MKT 3 1 8 M

FINAL GROUP PROJECT

INTRODUCTION COMPANY OVERVIEW MARKETING RESEARCH RECOMMENDATION AND CONCLUSION

Table Of Conten

The 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

Tran Hoang Anh

Licensed in November 2007

December 20, 2007, the company was officially awarded a business license

November 2009, officially opened

2023, Vietjet was honored in the top 50 strong brands in Vietnam voted by Vietnam Economy magazine.

Entertainment service Special service,

Distributed widely throughout the country.

Capture a significant market share.

Strong local brand.

New, diverse aircraft, high operating time, low fuel

consumption and cost savings The fleet is modern, numerous and thriving.

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, highly appreciated for crew service, in- flight meals, and entertainment Ticket prices are flexible,.

WEAKNESSES

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 stable and changes frequently

at first.

Strong 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 and improve customer service Cooperate with major airlines

to expand flight routes Building an effective brand and marketing strategy.

Competition with other airlines majorFierce competition from The growth rate of the airlines such as Vietnam

Airlines, domestic economy is slower, Vietjet,

Airport congestion Rising fuel prices greatly

affect Customer demands are operating costs.

increasingly high and customer Laws and regulations areTHREAT behavior is changing increasingly strict.

Fuel prices to operate Impact of COVID epidemic and machines tend to increase economic recession.

Natural conditions such as rain, staffRecruiting qualified aviation storms, etc due to climate (pilots, flight attendants, etc.)

in change affect flight quality Vietnam faces many

and difficulties

flights due to limited training

capabilities.

TARGET CUSTOMER

DEMOGRAPHICS

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

Owned media is created by businesses and is the official channels of the business Helps build good relationships with customers, ability to control content, low risk and long- term benefits.

Currently, Vietjet owns 5 Owned media channels, including 1 official website and 4 social media channels: Facebook, Instagram and Youtube.

ONLINE CONSUMER BEHAVIOR

Vietjet Air customers

usually spend about

devices.

to control content, low risk and long- term benefits.

5 OWNED MEDIA CHANNELS

PAID 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.

ADVERTISEMENT

Vietjet advertises on corporate social

media channels such as Facebook,

Instagram and Messenger using dynamic ads Advertisements on these channels are automatically displayed to target

customers who have shown interest in

services on Vietjet's website.

Sponsorship Activities

Vietjet accompanies the Vu A Dinh scholarship fund to support poor ethnic minority and island students with hundreds of free air tickets to return home to visit during holidays and summer vacations Vietjet Deputy General Director Do Xuan Quang said: “Vietjet always cares and wants to give the best things to the young

generation Accompanying the Vu A Dinh Scholarship

Fund, Vietjet wishes to contribute to giving wings to the

dreams of poor students overcoming difficulties, especially

children of ethnic minorities and islands, to give strength to

the children, nurturing the dreams of the young

generation."

VietJet 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 and teachers 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

Earned 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 large reach, but on the contrary, Earned media has the

disadvantage that it is difficult to control.

On the airline's official Facebook channel, Vietjet created a hashtag that many users responded to, shared widely and attracted a large number of people interested in the brand.

SOCIAL MEDIA

MARKETING

2.1

M ENGINE G SEARCH ARKETIN

Posts per day

Facebook

With the performance

index, Facebook

this platform

Topp the chart with 2.4 million fans When compared to the average number of followers of other airlines, Vietjet has a fairly high and good number of followers.

Facebook's follower growth percentage decreased

slightly to

-0.076% The reason may come from ineffective strategies, reduced travel demand or competition from other airlines.

Facebook post interaction

rate is 0.049%.

Maybe the quality of the images and content is not attractive enough, or the advertising is not right for the right customer base.

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 is focusing the most on distributing content via the Facebook platform but it has not really brought about certain effectiveness.

Instagram

Ranked 1st

with a performance

This is not a very large number but

is still considered okay compared to the communicati

o n channel

of a Vietnamese

airline

Instagram channel's follower growth rate is

1.9% This number is quite good, proving that Vietjet Air is on the right track, reaching the right target customers.

0.18%

interaction rate on Instagram is a good indicator Vietjet Air is doing well

in building a series of quality content, attractive and eye- catching images, suitable for those using the Instagram platform.

1.6

Vietjet Air's post index

on Instagram This is a pretty good index, clearly reflecting Facebook,

is a potential future communic ation channel that Vietjet Air is developin g.

Posts per day

Interactions per impression

but Vietjet Air

has not used

it much

recently.

893k followers

is quite a high number on the TikTok platform today.

Proving that Vietjet Air is

on the right track in approaching and communicati

ng its image

to the public

1.2% is a pretty good growth rate index, far average The reason may be due to the strong development of TikTok, giving Vietjet many organic followers.

Or maybe because Vietjet has applied a successful marketing strategy and has viral clips, it has attracted a steady increase

in followers every month.

0.050% is the rate of users re- engaging through videos on TikTok This is

a low number, compared to the number of followers and growth index.

It may be because users feel the video content is inappropriate

or not attractive enough to make them discuss the clip.

0.4 is the post index on TikTok.

This number

is quite low

if Vietjet really wants

to promote and increase recognition

on this platform.

0.025% is a measure of user engagement with a post

on TikTok This index clearly reflects that content is not really attractive enough to retain viewers.

Youtube

Overall, it

shows that

Vietjet does not

have any page

of viewers.

However, compared to other airlines

this number is still quite modest.

0% is a number that shows that Vietjet Air's YouTube channel has had no growth

in the number

of followers recently.

This proves that Youtube

is not the

media channel Vietjet Air wants

to focus on developing The interaction

rate with videos posted to YouTube every month still increases by

0.0040% This is not a very high number but

is still okay compared to an undeveloped Vietjet media

of each video on Youtube and

is a stable level Compared to 0% growth and poor performance this is still counted as a steady number of interactions because Vietjet Air builds its image through other platforms.

There 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)

Weakest

post

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

Engagement

In terms of post engagement, images are the most engaging and posted

content 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

content types There are 2 main types: photo and with hashtag However, photo

with hashtag is used mostly 100% It can be seen that Vietjet Air

is exploiting quite well the highlights of this communication

channel.

Top 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

Weakest

post

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

Engagement

In terms of post engagement, it's generally okay The lowest liked post

is 25 likes and the most likes are 121 likes.

Hashtag The main hashtags Vietjet Air is using are #baylathichngay and #vietjet.It can be said that the brand is doing quite well in synchronizing

hashtags in all articles, increasing brand awareness on communication

channels

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.

Frequency 1.6 is the posting frequency on Instagram This is a fairly stable

number, proving that Vietjet Air is increasingly focusing on the

Best 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 12:00

3rd are the days with the least interactions: 13.8 interactions/hour.

YOUTUBE

TIKTOK

FACEBOOK ADS

In September 2023, Vietjet conducted 14 advertisements

+ Vietjet mainly advertises on Facebook, Instagram, messenger and audience network Advertising mainly focuses on selling airline 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

FACEBOOK ADS

1/09/2023 - 30/9/2023

2.1

In September 2023, Vietjet conducted 14 advertisements

Advertisements repeated twice

India is a potential tourism market, but there are still many Vietnamese users who do not know about VietJet Air's flights to India VietJet Air continuously promotes destinations in India to reach many users and increase brand awareness In addition, VietJet Air can also rerun ads to encourage flight bookings and sell trips to India All articles about Indian destinations are aimed at different audiences, including Potential Customers interested in summer travel and Customers interested in traveling

to India.

Characteristics of VietJet's advertisements

+ The purpose of the VietJet Air advertising campaign is to raise brand awareness, attract new customers and encourage ticket 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 may not 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,