Faculty Of Marketing Final Assignment Of Course Subject Integrated Marketing Communication 2.Pdf

Question 1: Using the theory of communication process to explain the below advertisements Second ad: https://youtu.be/PpZV V Y 7OBok Question 2: You are required to prepare an integrate

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING

TAL CHINH - MARKETING FACULTY OF MARKETING

FINAL ASSIGNMENT OF COURSE SUBJECT:

INTEGRATED MARKETING COMMUNICATION

Lecturer: Mrs Ninh Duc Cuc Nhat

No Student name : Student ID

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING

TAL CHINH - MARKETING FACULTY OF MARKETING

FINAL ASSIGNMENT OF COURSE SUBJECT:

INTEGRATED MARKETING COMMUNICATION

Lecturer: Mrs Ninh Duc Cuc Nhat

NLiEiI dung

023)05 Sẽ

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Question 1: Using the theory of communication process to explain the below advertisements

Second ad: https://youtu.be/PpZV V Y 7OBok

Question 2: You are required to prepare an integrated marketing communications campaign for Vinfast with the purpose of launching VF8 in Vietnam market You are asked to:

(i) Create awareness and liking for Vinfast in aspirational way that makes Vinfast a desire for its target cus tomers;

(11) Be able to convince the company’s target customers about the VF8 car ’s values Additional information:

Budget: 12 billions VND

Timing: 6 months (Oct 2022 - March 2023)

Business objectives: Number of cars sold from Oct 2022 to March 2023: 10.000

QUESTION 1 1.1 Explain the communication process

Picture 1 Communication Process

1 Sender: The sender/source of a communication is the person or organization that has information to share with another person or group of people The source may be

an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a non personal entity (such as the corporation or organization itself)

2 Encoding: The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receiver(s) This process (encoding process) involves putting thoughts, ideas, or information into a symbolic form The sender’s goal is to encode the message in such

a way that it will be understood by the receiver This means using words, signs, or symbols that are familiar to the target audience Many symbols have uni - versal meaning, such as the familiar circle with a line through it to denote no parking, no smoking, and so forth

3 Message: The message may be verbal or nonverbal, oral or written, or symbolic Messages must be put into a transmittable form that is appropriate for the channel of communication being used For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates

4 Communication Channel: The channel is the method by which the

communication travels from the source or sender to the receiver At the broadest level, channels of communication are of two types, non personal and personal

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— Nonpersonal Channels: consist of two major types, print and broadcast Print

media include newspapers, magazines, direct mail, and billboards; broadcast

media include radio and television

— Personal Channels: involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media They often represent word-of- mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful source of information

(The Internet has characteristics of both non personal as well as personal forms of communication )

5 Receiver: The receiver is the person(s) with whom the sender shares thoughts or information Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it

6 Decoding: Decoding is the process of transforming the sender’s message back into thought This process is heavily influenced by the receiver's frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values

he or she brings to the communication situation

7 Feedback/Response: The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response.Recipient's response may fluctuate from nonobservable actions to immediate action Feedback, which may take a variety of forms, closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received

® Note:

Noise: Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception This unplanned distortion or interference is known as noise For instance, errors or problems that occur in the encoding of the message, distortion in a radio or television signal, and distractions at the point of reception

1.2 Illustration by a sales promotion activity

Video Sales promotion <SPNG NH Y=

1.2.1 Sender: The father and daughter character in the video With the participation

of “hot girl IELTS" Thao Tam — the daughter, and the actor Huu Chau — the father

1.2.2 Attribute

1.2.2.1 Credibility

Knowledge:

Skill:

Actor Huu Chau is a Vietnamese comedian, film actor, television actor, theater

actor and comedian He has been known through a number of classic works such as the role of Nguyen Trai in The Secret Garden of Le Chi, the role of Ferdinand in the plot and Love, the role of Binh in Don't Say Goodbye, the role of the old hermit in In the play "Heroic Life", Lu Quy in the famous play

"Loi Vu" With many events and sufferings from family tragedy, he has constantly honed and tried many things on the stage In 2012, for his

contributions and achievements in the arts, Huu Chau was awarded the title of

Distinguished Artist by the State of Vietnam

Thao Tam — this girl born in 2000 is a Vietnamese actress, model, and speaker Not only famous for having a pretty face Thao Tam is also known for her excellent academic achievements She once caused a storm in the online community and was nicknamed "hot girl IELTS” besides Thao Tam is also better known for her role as Miss Hong in the movie Mat Biec

Huu Chau is a veteran actor in the Vietnamese film industry, he is very successful in building very natural images, besides he is also known as an expert in emotional troubleshooting for women With his natural, deep acting along with the harmony between the message that Generali wants to bring and his style, the video is probably quite successful in attracting and capturing the audience's and customers’ tears

Thao Tam represents a dynamic, rebellious, young generation full of ambitions, dreams and their own paths With Thao Tam’s acting ability and charisma, this role is quite successful in building the image of the child that the brand wants to target and the customers want to see

Expertise: Actor/ Actress

1.2.2.2 Attractiveness

Similarity: Huu Chau's image and personality are comparable to what the brand seeks to achieve - love and understanding of people's psyche As for Thao Tam,

her rebellions and individual actions have contributed to the image of a flawless, patient parent, the attitude of a father that most young people today desire for Familiarity: Huu Chau is renowned as an endearing actor with a filial and affectionate private life He is also regarded for being a specialist in emotional debugging for women

Likability: Huu Chau is regarded as an acting master with different transformations for a wide range of parts, not only for possessing the attributes of his family but also for being conscious of and cultivating his innate skill The spirit is constantly open to new experiences, people, and places Huu Chau is a very amusing, caring person who is always contributing wonderful things to the theater by mentoring, educating, and introducing parts to generations of junior performers 1.2.2.3 Power

Perceived concern: Bang cach truy An tai thong didp thong qua cau chuyan thành công của những bạn tra seng hat minh vai wac mo, dam mé cua minh thong qua khÁu hiáu “S éng Nhu Y”, Generali da tao ra mét cái nhìn tích cực hơn để khuyan

khích khách hàng mua dếch vụ của mình

Generali has produced a more optimistic approach to attract clients to acquire your services by communicating the message via the success stories of young people who pursue their ambitions and passions through the phrase “Séng Nhu Ý” 1.2.3 Encoding

Verbal: The song is as well as a dialogue between father and son to convey the message of “Séng Nhu Y”

Graphic: The way the Generali brand's message and image are embedded into the "Séng Nhu Y universe" is fairly natural, yet smartly "matching" with the video material The brand's message and image are integrated very effectively in the drawing of the "winged lion" with a score of 0, similar to the tale of the older generation (here is a teacher) forcing outdated prejudices on young people with the recognition that "a lion without wings" And Generali’s image is one of erasing all preconceptions, regulations, and boundaries, and allowing individuals to always

"Séng Nhu Y”

Picture 2 The image of a lion with wings has a score of 0 The symbol of a winged lion with a score of 0 conveys the message: old generation biases are always forced on the current generation

The white chrysanthemum curtain at the end of the film represents filial piety,

as if it were conveying a message to the children to send a lovely wish to their father

on "Father's Day", who always tries to ensure that his children "Séng Nhu Y":

"Support whatever your child do or get your child a life insurance policy”

Musical: Huu Chau and Thao Tam’s voices Bella Ciao remains the major theme of "Séng Nhu Y" The song Bella Ciao began gently, became louder in the scene where lovely memories flooded back, then sublimated in the part where each individual was content with their own happiness The song Bella Ciao runs

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throughout the three episodes as a "identification set" for viewers about the “Séng Nhu Y” universe no matter how many episodes afterwards The song "For you" is in the midst of the video, which Generali seamlessly transitions from the daughter's point of view to the father's point of view => Show that the father always wants to be the wings to defend the kid, allowing the child to live Fly high and far as Generali intends them to be like a pair of wings, a shield to guard each person's life so that they may feel safe “Séng Nhu Ý”

1.2.4 Key message

"Support whatever your child do or get your child a life insurance policy” Emotional appeal: Father, however dry, silent, and severe Although you are not the same as I previously wanted, I still want to be a good parent, a shield to protect you from all the storms of life, and for you to be yourself The message for the children to send a wonderful wish to their father on "Father's Day”, who constantly tries for his children to "live as they desire”, in whatever form, "support whatever your child do or get your child a life insurance policy”

1.2.5 Communication Channel: Nonpersonal Channel

Media: To acquire a big audience and diversify client groups, use social

networking sites such as Youtube, Facebook, Instagram, TikTok, and others to

publish advertising to audiences

1.2.6 Receiver

— Demographic: The audience that “Séng Như Y” target this period is separated into two groups: the young generation, the children who are commonly referred to as "Gen Z" around adolescence, and the parents, who are around middle age; from 15 to 50 years old

— Behavior: Looking for products to take care of and protect the health of yourself and your family

1.2.7 Response

The message leaves a deep impression on customers’ concern and empathy for the right to be happy and to be free to live their lives to the fullest compared to the old frameworks and prejudices of the old generation

1.2.8 Feedback

— Comment and react on the website, Facebook or on Youtube, in addition, you

can download and rate the Genvita application on the Appstore or CH Play

— Ifcustomers have questions or problems related to Generali life insurance,

they can contact Generali via website, hotline, local customer service, etc

` Í Picture 4 Generali's market share after the "Sông Nh° Ý" campaign With the right message orientation to target users, Generali’s campaign "Living

as you wish” has been strongly discussed on social networks

After episode 3 went viral on social media in June, the total discussion about Generali exploded by 1.5 times compared to the previous month The generali brand's user sentiment index is also approximately 50% positive This proves that the "Séng Như Y universe" has successfully capture with the target users by understanding the discussions related to the brand's general message, as well as diversifying the way it

is expressed

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Picture 5 Generali discussion chart after

QUESTION 2

I INTRODUCTION

1.1 Car market overview

1.1.1 Overview of the car market in Vietnam

According to the Vietnam Automobile Manufacturers Association's sales

report, total market sales reached 132,800 units in the first four months of 2022,

increasing 31% over the same time in 2021 Meanwhile, domestically produced and assembled vehicles sold 79,442 units, a 38% increase Imported automobiles grew by 22% over the previous year, with 53,423 units supplied to the market

According to the Vietnam Automobile Manufacturers Association's sales

report, total market sales reached 132,800 units in the first four months of 2022,

increasing 31% over the same time in 2021 Meanwhile, locally produced and assembled vehicles sold 79,442 units, a 38% increase Imported automobiles grew by 22% over the previous year, with 53,423 units supplied to the market

Except for the Toyota Corolla Cross and Mitsubishi Xpander, the market- leading list of automobile sales in April saw the entrance of eight locally built car manufacturers With 3,013 units sold, Honda City has surpassed the total market sales for the first time in 2022 Vinfast Fadil fell to the eighth position after a month of ruling the market with only 1,654 units sold (a 35.5% reduction)

Following the implementation of Covid-19, Vietnam's automobile market has

seen some improvements, thanks to Decree 103/ND-CP, which reduced the

registration tax by 50% for locally built and assembled vehicles This Decree has influenced increasing customer demand and encouraged vehicle manufacturing and assembly businesses in Vietnam

1.1.2 Consumption trends of the car market of Vietnamese consumers

Experts believe that the auto market in the second half of 2022 will have unpredictable developments, especially when the shortage of supply in imported cars begins to be resolved

According to Bloomberg, the global automotive chip crisis that has lasted for the past two years is showing signs of cooling down A survey of some famous

European car manufacturers such as Mercedes Benz, BMW, Daimler Truck,

Bloomberg said that the shortage of goods and serious shortage of supply due to the crisis of automobile chip production has subsided In extreme cases, the shortage of

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goods will be solved, which will promote the development of the whole market But not so good prospects for both international and domestic markets are still forecast, despite the slight growth shown

The US-based news agency warned: "Currently, thanks to improved chip supply, auto manufacturers are rushing to clear their backlog of orders The current preoccupation is with what consumer demand will be amid rapid inflation and higher interest rates”

Agreeing with Bloomberg's view, automotive market analyst Nguyen Ngoc Duong said: "In the context of the Russia-Ukraine war still tense, the supply chain is broken, leading to an increase in raw material prices and inflation When inflation increases, consumers will be very careful in spending a large amount of money on liabilities such as cars”

Mr Duong believes that because Decree 103 officially expires on May 31, automobile costs in Vietnam would be tough to lower further High gasoline prices are another aspect influencing the market As a result, Mr Duong believes that the Vietnamese car market will remain relatively stable in the second half of 2022, albeit

"cooling down” from the start of the year

Experts believe that the market potential for electric vehicles exists, but that it will be tough for this segment to climb to dominate the market

Elon Musk's move demonstrates two points First, the world's richest billionaire warns of an impending worldwide economic collapse Second, Tesla's employment reduction will have an immediate impact on the company's operations and output This will also have an impact on the electric vehicle market

1.2 Company overview

1.2.1 Company background

VinFast (or VinFast LLC; abbreviated as VF), full name VinFast Manufacturing and Trading Company Limited, is a Vietnamese manufacturer of automobiles and electric motorcycles established in 2017, with headquarters is located in Hai Phong city, led by Mr James Benjamin DeLuca and Le Thanh Hai as CEO This company is a member of Vingroup, founded by Mr Pham Nhat Vuong The company's name is abbreviated from the phrase "Viat Nam — Phong cach — An toan — Sang tao — Tién Phong" (the letter Ph changed to F)

VINFAST represents a desire to establish a modern, high-tech brand in Vietnam As automobile and motorcycle production is in itself an important and impactful industry, Vingroup also hopes to promote the development of the industrial

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and manufacturing sector in Vietnam, contributing to the industrialization and modernization of the country

1.2.2 Vision

To become the leading car manufacturer in Southeast Asia - bringing together the best of the world's industry to create products worthy of international standards Mission Mark the Vietnamese identity on the map of the global car manufacturing industry

— Vingroup considers creativity to be vitality, a development lever, to create different values and unique identities in each product and service package In addition, Vingroup upholds the policy of a "learning enterprise", not afraid to leave a towel to learn, self-study and "go beyond yourself”

— Vingroup takes "Speed, efficiency in every action” as its guiding principle and takes "Fast decision - Fast investment - Fast deployment - Fast sales - Quick change and adaptation " as its identity value

— Vingroup's goals are: Gathering elite people to create elite products and services; all members enjoy elite life and contribute to building an elite society

— Vingroup builds relationships with customers, partners, colleagues, investors and society with goodwill, compassion, and humanity Vingroup always respects employees as the most valuable asset; building a professional, dynamic, creative and humane working environment; practice preeminent welfare policies, create favorable conditions for high income and equal development opportunities for all employees

1.2.4 Mission

Vinfast's mission is to commit to providing top quality and prestigious automotive products and services with its own dedication, professionalism and high responsibility to customers - “Vi mét cuéc sêng tết đẹp hơn cho mọi ngưãi”

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1.2.5 Competitors

Table 1 Direct competitor

Table 2 Indirect competitor Brand Version Image

Honda CR-V ME

Attract and increase the number of loyal customers by over 7%

Allocate the right stages to achieve the business goal: 10,000 products

+ 400.000 target audiences know about the communication campaign

+ 90% target audiences understand the message and remember the campaign

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+ 70% of target audiences research product information

+ 40% target audiences switch know to like and remember the Vinfast VF8 + 30% of target audiences prefer the Vinfast VF8 to another of competitor

+ 15% of target audience intend to buy the Vinfast VF8

+ Vinfast become the top-of-mind electric car in 20% target audiences

+ 3% of target audiences (~10.000 users) decide to buy the product

Average 20-40 More than 40 mill

Income

Gender Male and Female

Geography City Urban (Ho Chi Minh City and Ha Noi)

Psychographic

Lifestyle Busy, focused on career | Busy, focused on work, tends to

relationships socially development, tend to expand

prioritize family and self-care

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Personality | Self-control,stable,empowered, Sustainable, steady, and self-sufficient

independent Always be cautious while making Generously spending money when | plans; appreciate simplicity in life; and shopping pay attention to the future's sustainable Love to experience new things growth

Live with a purpose Sensitive and easily receptive to new expericences and technology Have a strong desire to express oneself and be admired by everyone Motivation | Experience new things Pursuing a sustainable future, caring

Pay attention to environmental BHHhMHHLDEHS/DđULLSHD0U051) issues Support the national industry Support the national industry

Barriers Image of brand: Vinfast is still a} Image of brand: This segment is loyal

new indigenous brand in_ the

Vietnamese market, and it has yet to attain the status of the "big guys”

with long-standing brands in the global automobile business

High price: With the price of 1.3 billion VND, the high price is also a big barrier for VF8 to reach this

segment

More option: Can select different brands with lower pricing and more brand recognition to iconic and long-standing brands in

the car market Therefore, a fledgling brand like Vinfast has difficulty approaching this segment

New product: Electric — vehicle products are quite new in the mind of this segment They are concerned about the difference in operation, the difficult

to find fuel charging station, the difficult warranty and other risks of using a product line they have never experienced

Lack information/communication:

of The concept of electric cars is quite new for this age group

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Due to the nature of work and busy life,

it is difficult to grasp information quickly

Attitude Optimistic attitude Optimistic attitude:

Want to experience new technology | Excited, curious about new products products, express yourself as 4) proud and want to support the country's pioneer and modern auto industry

Interested in living green, protecting the environment

Pessimistic attitude:

Afraid to change the habit of using Want to support the brand, the petrol cars to electric cars

national auto industry

Concerned about the difference in operation, difficult to find fuel Pessimistic attitude: charging station, difficult warranty and Doubts about the quality, features, other risks when using a product line and operation of cars they have never experienced Confused about the price and value

received when buying the product