final report electric car vinfast vf9

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MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE

FACULTY OF INFORMATION TECHNOLOGY

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ĐẠI HỌC KINH TẾ TÀI CHÍNH

FINAL REPORT

ELECTRIC CAR — VINFAST VF9

Course Title: Digital Marketing Class ID: A02E

Lecturer: Mr Bui Anh Dung Topic: Create a digital marketing plan

Vo Nhu Y - 205121371

ACKNOWLEDGMENTS

Our team would like to express our sincerest thanks to Mr Bui Anh Dung — Lecturer

of Digital Marketing In the process of studying and implementing subject projects, we have received extremely useful knowledge as well as dedicated attention and guidance from her With limited time and knowledge, our team could not avoid errors in this project

We look forward to receiving his guidance and suggestions to improve as well as draw experiences for the next time Once again, our team would like to sincerely thank you!

TABLE OF CONTENTS

ACKNOWLEDOMENTS Q.00 nh nh HH HH HH HH He ii TABLE OF CONTENTS LH HT HH Hà TH HH HH HH HH Ha iii

Chapter 1: Define Goals And Business Objectives Là HH Ha tàu 1 Chapter 2: Audience Segmentation And Buyer Personas c nhe 2 Chapter 3: Competitive Analysis And Determine Market Share 3 Chapter 4: SVVOT analySiS LL L2 n SH nh HT n nh nh nen tk khen Ha tk cha 4 Chapter 5: Define Digital Marketing Channels -.- c0 1n nề nhau 5 5.2 YouTube social network s†afiSfÍCS eerie 6 5.3 TikTok Social Media S†atiSiiCS ere Hà Hà KH KH khi 6 Chapter 6: Develop Strategies And TIactiCS LH nh Hà hà ke ke Ha 7

Phase 1 : Write SEO articles about the VF9 series, promote keywords for articles, share to

groups and run Google Ads throughoul ch nh HH gu ki áa 7 Phase 2 : Combined with KOLs, KOC to strongly advertise the car line and emphasize the importance of electric vehicles †Oday cu ch nh kg kg 8 Phase 3 : Organize offline sessions throughout making banners, billbord 9 Chapter 7: Create A Marketing Calendar c0 1 1n nh kẻ 12 Chapter 8: Calculate Plan Budget LH nn ng kho 13 Chapter 9: Measure the results and KPIs of Marketing Plan ccccccàộ: 14 n0 15

Chapter 1: Define Goals And Business Objectives

With the current era, everyone has gradually switched to using electric cars to gradually

replace traditional cars because of convenience factors, the environment and above all,

everyone wants to experience high-tech cars The appearance of the pure electric car VF9 - a pioneer in modern automobile technology, a pioneer in domestic brand bravery has evoked a strong national spirit: Vietnamese people use: “Người Việt dùng hàng Việt, hàng Việt đi đầu

add a price in line with demand, there is a great sense of natic pride This will be the perfect choice for everyone

Chapter 2: Audience Segmentation And Buyer

Personas

- Successful people have h

certain successes in life -

Income and economic

autonomy, affordability at a

high level

- Age: 25-55 years old

- Live in big cities

A survey from VinFast

showed that nearly 90% of

customers receiving the firs

wave of VF 9 cars were

- Regularly update official

news about society, life, ne’

- Prefer to own a modern,

high-end and comfortable

car, but the price must be

appropriate

- Have high national self-

esteem, trust and support

Vietnamese brands

- Pay attention to green living trends, protect the envir.onment and nature

- Interest and hope in the development of technology

in the future

- Like to be coin leaders New direction and always want to be at the forefront ¢

choice for these customers

-Every time a high-tech item is about to be launched, young technology enthusiasts mostly cannot control their desires when they go to all websites day by day to update

information, explore features, prices And of course, each of them aspires to own their own item

Chapter 3: Competitive Analysis And Determine

Market Share

2,289 billion Form 1,491 to 1,685 billion 1.209 billion

7-seater family car, spacious, airy and luxurious

- Car line from high-end -As a pure high-end - A 7-seater car from Mercedes brand Vietnamese car line of KIA brand is

- Charging time from 10- vinfast, luxurious design = popular in Vietnam 80%: 32 minutes and equipped with safety - There are 2

- Travel distance on 1 features no less than versions: oil charge: average from 42 competitors machine and

—473km - Charging time: charge 10 gasoline machine

- Equipment: LED High - 70% of battery capacity -Equip:

Performance front lights; for up to 26 minutes Safety technologies PARKTRONIC Active - Travel distance: up to 68C 7 airbags, tire Parking Assist System; km with Plus version and pressure sensor, 36\

ABS anti-lock braking 485 km with Eco version camera, hill start

system; ESP® electronic - Equip: assist, adaptive body stabilization; Al artificial intelligence cruise control ATTENTION ASSIST technology, ADAS superior (SCC), lane keeping distraction warning driver assistance system, assist (LFA), lane

function; Hé thong kiém super fast charging battery departure warning

soat hanh trinh CRUISE technology, iTPMS direct (LKA) and forward CONTROL; The rear tire pressure sensor systen collision avoidance trunk opens and closes equipped with 11 advancec assist (FCA) electrically; Reversing airbags, IP6/7 waterproof

camera; Tire pressure standard, safe when

monitoring sensor

system; 3-point seat belt roads

for all seats with Lane control

traveling through flooded

emergency belt tensione featureAutomatic headlight

- Dimensions: Spacious, comfortable with a 3,150mr

wheelbase and standard dimensions of 5,120 x 2,00

1,721mm Suitable for large families in Vietnam

- Exterior: 5-spoke wheels of VF9 with 2 tones up to

inches The hidden door handles in the body reduce

wind resistance when operating, demonstrating the

luxury of the 7-seater electric SUV

- Interior HUD screen up to 15.4 inches, panoramic

sunroof, area of 2.63m2, UV resistant glass door up

99% Premium leather seats, integrated ventilation 42

modern heating

- Comfortable and modern equipment:

+ Control functions remotely through VinFast app

+ Air conditioning system using activated carbon filte

and HEPA filter

+ Online shopping connection service

+ Various video games

+ Office utilities

- Powerful engine: combines 2 electric motors, giving

maximum capacity of 402 horsepower and maximun

- Large vehicle sizes cause inconvenience when moving into small roads in cities

- With hot weather in Vietnam,

the panoramic sunroof of VF9 will cause heat sensation for cz

) occupants

- The suspension is not smoot! when crossing rough roads

- Some features are still buggy,

power failure, air conditioner is not cold,

NCAP and NHTSA

- With more than 150,000 charging stations distribut:

in 63 provinces and cities, convenient for users

- Many roads in major cities are flooded during

rainstorms, with IP67, VF9 waterproof standards saf

when passing through flooded roads

O pportunities

- Using electric vehicles to protect the environment i:

currently a trend

Doanh số bán xe điện hàng năm thế giới

- VF9 is a pure Vietnamese car, supported by many

- Brand barriers: for electric models in the same segment a} VF9 launched by decades-old brand competitors in the marke dominating customer decisions

- Maintenance warranty costs,

maintenance warranty services have not satisfied customers

Chapter 5: Define Digital Marketing Channels

5.1 Facebook social network statistics

- The most popular social network

globally is Facebook with 3.03

billion accounts now using

Facebook every month In

particular, Vietnam accounts for

nearly 76 million monthly active

The use of Facebook by teenagers is said to be declining While 71% of teens used the platform in 2015, this number has now dropped to 67% Facebook is most liked by people between 35 and 45 years old

5.2 YouTube social network statistics

Youtube is the second largest

search engine on the Internet with

1.9 billion users, accounting for 63

million users in Vietnam

Promote images on Youtube:

manuals, reviews, academic

lectures, music videos, combined

with influencers to communicate

for the brand

Figure 3: YouTube social network statistics

On mobile alone, YouTube reaches

many people, especially 18- to 24-year-olds

5.3 TikTok Social Media Statistics

TikTok reached 1 billion users,

Vietnam accounted for 39.7 million

users With a huge number of users,

Gen Z accounts for a high

proportion, TikTok marketing is a

potential communication channel for

brands

Updating trends every day, the

opportunity to convey messages

Figure 4: TikTok Social Media Statistics

increases the likelihood of attracting

high users Outstanding and distinct

images and short videos help tiktok explode in 3 years of release

(See more - Appendix 1)

Chapter 6: Develop Strategies And Tactics

VINFAST COMMUNICATION CAMPAIGN ( 1/11/2023- 31/12/2024)

e Big Idea: “Khang dinh chat Viét”

Arousing curiosity,

stimulating awareness,

hitting the psychology

of wanting to live green

and healthy customers

Product Highlights

Write SEO articles

about the VF9 series,

promote keywords for

articles, share to group

and run Google Ads

throughout

Phase 2 Phase 3 1/3/2024-1/7/2024 1/7/2024- 31/12/2024

Emphasizing the Hitting the psychology

importance of electric of customer choice,

vehicles today, the raising the spirit of advantages that VF9_ pride when using brings Vietnamese cars

Basis for selection The pride of

Vietnamese cars

Combined with KOLs, Organize offline

KOC to strongly sessions throughout

advertise the car line making banners,

and emphasize the billbord

importance of electric vehicles today

Phase 1 : Write SEO articles about the VF9 series, promote keywords for articles, share

to groups and run Google Ads throughout

Objectives: Arousing curiosity, stimulating awareness, hitting the psychology of wanting to live green and healthy customers

Key message: Product highlights

-Make content articles about vinfast VF 9 electric cars on Google, using the most common and popular words, to reach the top of Google search (free traffic) Understanding customer psychology to write the right thing about what they need, that's how to quickly top the search

+ Name of some articles: Vinfast 9 is the first choice for today's electric car line, Choose an

7

electric car — convenient for every ,

+ Condition: All articles must be written in an attractive way to readers, have the first and last

letters suitable to their search needs, use eye-catching images and link the article combined with the main website of the car so that readers can be more convenient if they want to buy a Car

Choose Facebook to reshare created posts because Facebook has nearly 31.8 percent of users who can afford a car (35-55 years old) Hire reputable websites to reshare articles

* Run Google Ads , Facebook Ads to increase searches for articles Use the CPC (Cost

per click) method Use Affiliate Marketing to combine with many other bloggers to

get the article known by many people in many fields

* Put the article on facebook groups specializing in cars: Association of beautiful car

lovers, Vietnam EV electric car community, car addicts

Time: 1/11/2023- 1/3/2024

Tool: Facebook, Google Ads ,Google ,Facebook Ads, Affiliate Marketing,Cost per click

Phase 2 : Combined with KOLs, KOC to strongly advertise the car line and emphasize the importance of electric vehicles today

Objective: Emphasize the importance of electric vehicles today, the advantages that VF9 brings

Key message : Basis for selection

Opening message of the video: You want to own a comfortable spacious car that can accommodate many seats and you are also a person who likes the modern luxury design in electric cars, Vinfast 9 is always the first choice that never goes out of style

1 Ngo Duc Duy (Duy Tham)

Tiktok: 7.2M subscribers Facebook: 940K followers, 220K likes

Youtube channel: 2.02 million subscribers

2 Hung Lam Xehay (One of the No 1 KOLs for Vehicles in Vietnam)

Fanpage: 1.3K likes, 1.5K followers Youtube channel: 2.22 million subscribers

3 Delicate

Youtube channel: For techies, Delicate is already famous with more than 1 million

subscribers on Youtube Not only stopping at technology electronic products, this page also encroached on many other fields, including car reviews

Facebook channel :687K likes 859K followers

4 AutoBikes Vietnam

YouTube channel: 272K subscribers

Time: 1/3/2024-1/7/2024

Tool: KOLs, KOC, Youtube, Tiktok, Facebook

Phase 3 : Organize offline sessions throughout making banners, billbord

Objective: Hit the psychology of customer choice, raise the spirit of pride when using

Vietnamese cars

Key Message: “Niém ty hao cua xe Viét”

The offline event for Vinfast electric car association will officially Open: June 20-6 Close: June 27, 2024, and officially take place in July 3, 2024 and July 5, 2024 (maximum: 700 participants)

VinFast community coordinates with VinFast car user groups nationwide to organize the program “Khang dinh chat Viét” will be accompanied by the Global VinFast Community (vinfast.vn) page to join the journey

This will be an offline event that converges 3 regions of the VinFast community, affirming the love and pride for Vietnamese cars

Program: “Khang dinh chat Viét — Gia dinhVinFast 3 mién”

On 1-7, the car owner and relatives simultaneously departed from both North - Central

- South to Nha Trang (Khanh Hoa)

During the offline journey, the system of public charging stations distributed throughout the provinces will support drivers to fully charge the vehicle, ensuring a smooth trip In addition, VinFast also prepares Mobile Charging and Mobile Service

at all delegation points to ensure the best support for members

On 3-7” Khang dinh chat Viét — Gia dinhVinFast 3 mién” converge at Luong Son Pass

- one of the most beautiful sea viewing spots in Nha Trang, to start a series of meaningful activities taking place 3/7/2024- 5/7/2024

The convoy participated in the parade, V-shaped to spread the message of the

Vietnamese brand automobile community; At the same time, conduct exciting

teambuilding exchange and bonding activities

On this occasion, participants will donate a few gifts and many regional specialties to send to the soldiers in the Spratly Islands as a sincere and meaningful gift of

encouragement