Question 1 Source: Generali Vietnam Sender: The father named Nguyen Thanh Minh and the daughter named Nguyen Nhu Y Encoding O Verbal O _Spoken Word “Sao cô biết trên đời này không có con
Company IntrodU€fIOH c2 211221221211 111 2211512111212 01 201115110111 re 8 In" ,G,ỶÝiÝi.i L
VinFast’s outstanding stages of developmeni .- 5c c2 s22 8 1.2 A detailed siftuation anaẽyĐIS .- - c1 122122121121 12 1112211111211 x 1 ray 8 1.2.1 Overview of VinFast’s electric car In Viefnam - con erirey 8 1.2.2 VinFast VF 8 ÔVeTVICW nh nh Hà TH HH ty 9 2 IMC objectives 10
- 2017: Establishment of VinFast automotive manufacturing complex
- 2018: Official launch of Lux models at the Paris Motor Show, awarded “A Star
- 2019: Official launch of 3 models (VinFast Lux SA2.0, VinFast Lux A2.0 and VinFast Fadil) & 3 e-scooters (Ludo, Impes, Klara) in Vietnam market PHASE 2: Acceleration
- 2020: VinFast became the best-seller in all 3 segments in Vietnam
- 2021: Launch of 3 brand-new smart EVs (VF e34, VF 8, VF 9), 2 new e- scooters (Theon & Feliz) and E-Bus
- 2022: Global pre-order and delivery of VF 8 and VF 9
1.2.1 Overview of VinFast’s electric car in Vietnam
VinFast has now become the first brand to be considered by Vietnamese when it comes to electric cars in Vietnam and is also the top choice for consumers to switch to eco-friendly vehicles As a result, it is the absolute overwhelm of the Vietnamese
8 car brand in the natural perception of consumers that confirms VinFast's pioneering position when opening the electric car era as well as creating a strong demand for electric cars in Vietnam
VinFast currently owns 6 electric car products in different segments After VF e34, VF 8 and VF 9 (formerly known as VF 35 and VF e36), there was a new breakthrough when they were sold in Vietnam, the US, and European countries With new product lines, VinFast has removed the prefix “e” from its name to confirm its intention to become a pure electric car company by the end of 2022
Six trendy, impressive models of VinFast electric cars were created by famous Italian designing brands - Pininfarina and Torino Design Moreover, VinFast electric cars have many superior advantages in terms of operation, integrating many smart self-driving features and equipped with digital 4.0 platforms compared to traditional internal combustion engines With this complete range of products, VinFast is looking forward to strongly contributing to the global electric vehicle revolution while making the conversion of electric vehicles easier and faster for customers The wave of electric vehicles is also being strongly received in Vietnam, when
VF 34 sales in the first 6 months of 2022 reached more than 2.100 units, far exceeding the total number of registered electric vehicles from 2021 onwards This figure would certainly be much higher if VinFast had sufficient product supplies to deliver the car to the 25.000 orders that were collected from the sale
The VinFast VF8 has attracted global consumers with its unique appearance and modern technology when it was officially launched at the 2021 Los Angeles Auto Show (USA)
VF 8 is the perfect combination of quality and value through premium technology, exceptional manufacturing techniques and dedicated service The modern design ratio 1s shaped by the Dynamic Balance philosophy, which focuses on two factors: balance and movement Soft curved blocks punctuated by sharp cuts create a powerful, breath-taking impression of the future
The VinFast VF 8 has an overall length x width x height of 4,750mm x 1,934mm x 1,667mm This is the ideal size for mid-size SUVs, which balance the car's structure, highlights the modern, luxurious design, and supports automobiles to control traction, providing flexibility in all terrain.
Figure 1.6: Modern, luxurious electric SUV VF 8 ECO
Source: VinFast’s website, 2022 The standout front part of the car’s design with a broad range of LED lights that embrace the “V” logo, both bringing modernity and luxury and a proud symbol of Vietnam, Vingroup and VinFast
The VinFast VF 8 was changed from a slim LED strip to large LED bulbs with a spherical mirror In addition, the VF 8’s light system is equipped with a guiding light and that can control the remote illumination angle intelligently and has automatic on/Off feature The VF 8’s rear design impresses with its soft wind wings, which add aesthetics and help the vehicle to move steadily at high-speed range
- Number of cars sold from October 2022 to March 2023: 10.000 VF 8 electric cars
- Create awareness and liking for VinFast VF 8 in an aspirational way that makes VinFast a desire for its target customers
- Convince the company’s target customers about the VF 8 car’s values.
Target Audience 10 4 Program 12 4.1 Creative strategy ccccccccceccneeneceseneecseescssecseeeecaecsesseeaeesssneeseeneeeseeenes 12 4.2 Media Strategy e.-
Phase 1 (01/10/2022 - 31/10/2022) 4.4.2 Phase 2 (01/11/2022 - 31/12/2022) 4.4.3 Phase 3 (01/01/2023 - 31/03/2023) c2 Ha HH He 25 “ốc
Table 4-3; Timeline and budget for Phase 1
Internet YouTube Skippable ad 2.000.000 views (CPV) | 200.006
Google | Appeared first 2.000.000 clicks (CPC) | 130.000
TikTok _ | Short video (3-video package) a video! week 10.000
Media TVC “Chuyển động 24h” a video 450.001 program
Table 4-4: Timeline and budget for Phase 2
Vehicle Activity NOVEMBER DECEMBER Quantity Cos (VN wi W2 | W3 | W4
Produce and post a video of
Press conference Int mene" | Facebook | Ads t 20 paid contents | 120.00¢ a video/ week i i 12.000
TikTok Short Video Combo (4 videos)
Media Magazine | Forbes VN a magazine 105.00
OoH |3D LED HCM city a billboard 768.00(
PR Press Conference an event/ day 1.450.0C
Table 4-5; Timeline and budget for Phase 3
Vehicle Activity JANUARY FEBRUARY MARCH
| Phase 1 | Phase 2 | Phase 3 | Total Budget
| 1.515.000.000 VND | 3.201.000.000 VND | 7.235.000.000 VND | 11.951.000.000 VNI Planned costs incurred: 49.000.000 VND
5 The effectiveness of the planned program
- Sale of a product after advertising
- Number of customer feedback and comments Number of people interested and participating in the competition in phase 3
- Number of ad views on social networking platforms
- Sales of products before and after advertising
- Number of people who know VF 8 car’s information and value
- Number of reach and engagement
- Number of people interested and participating in the press conference
- Number of people sharing the event on social networks
- Number of people concerning and watching the news after the Press conference
- Comments and shares on brand topics and products
- The ratio of new and old customers
- Sales before and after promotions
- Number of people who know and participate in promotion
- Negative comments and reactions content
- Reach decline - Expanding the scope of the
- Responding with positive words to navigate public opinion across platforms
Broadcast - Not specifically targeting - Using specific TV stations, Media the desired audience advertise at prime-time slots
It costs quite a lot - Allocate the budget to other tools
OOH - The design is not eye - Each ad must be well- Advertising -catching and attractive proportioned and planned
- Customers may not fully properly receive advertising - Focus on building visual and information or receive audio ads information interference
Print Media | - The trend of reading online | - Research trends, content posted, newspapers changes presentation style
- The number of buyers by - Control information by hiring month changes writers
- The content is - Check the content before inappropriate, and posting misleading
Public - Technical problems of - Ensure security throughout the relations equipment event
- Event security - Prepare backup machines (such as generators, etc.) Sales - Low interaction - Reconsidering the location of the Promotion | - Trade centers do not accept | booth booth reservations - Choosing another location with a nearby location and high traffic volume
1 VinFast The global intelligent mobility company Retrieved 16/08/2022, from https://vinfastauto.com/en/
2 VinFast VinFast dang dan tro thanh danh tir chung, de chỉ ô tô điện, retrieved
-tro- - -tu-chung-de-chi-o-to-dien
3 VinFast Retrieved 16/08/2022, from https://shop VinFastauto.com/vn_vi/car- vf8 html
4, VinFast Retrieved 16/08/2022, from https://VinF astauto.com/yn_vi/hinh-anh- thuc-te- VinFast-vf-8
5 VinFast Retrieved 16/08/2022, from https://VinFastauto.com/vn_vi/vf-8-tang- toc-nhanh-co-nao
6 VinFast Official 2021 VinFast - Boundless together (Official TVC) Retrieved 17/08/2022, from https://youtu.be/f62 10GsCmto
7 Viet Ha (2022) VinFast VF 8 chay thir trén đường tuyết tại Đức Retrieved 17/08/2022, from https://zingnews vn/vinfast-vf-8-chay-thu-tren-duong-tuyet- tai-duc-post1318469 html
8 Diép, N (2022) Xe dién VinFast VF8 lan dau xuat hién tai Việt Nam Retrieved 17/08/2022, from https://vnexpress.net/xe-dien-vinfast-vf8-lan-dau- xuat-hien-tai-viet-nam-4449243 html
9, Binh, P (2022) Uu nhuoc diém VinFast VF8 ma ban nén biét Retrieved 19/08/2022, from https://bacangiang.com vn/uu-nhuoc-diem-vinfast-vf8-ma- ban-nen-biet-a323428 html
10 Tới, N (2022) Cận cảnh VinFast VF8 thu nghiệm ban Eco va Plus tai nha may 6 Hai Phong Retrieved 20/08/2022, from https://autodaily.vn/2022/04/can-canh-vinfast-vf8-thu-nghiem-ban-eco-va- plus-tai-nha-may-o-hai-phong
11 Garden Media Bang Gia Quang VTV Trong Chuong Trinh Chuyén Dong 24h Retrieved 21/08/2022, from http://gardenmedia.vn/bang-gia-quang-cao-truyen- hinh/bang-gia-quang-cao-truyen-hinh-trong-chuong-trinh-chuyen-dong- 24h html
12.Minh, Q (2022) Car Choice Awards 2022 công bố Hội đồng tư vấn chuyên môn: 10 chuyên gia đa góc nhìn từ phía người dùng ô tô Retrieved 21/08/2022, from https://autopro.com.vn/car-choice-awards-2022-cong-bo- hoi-dong-tu-van-chuyen-mon- 10-chuyen-gia-da-goc-nhin-tu-phia-nguoi-dung- 0-to-2022073 1215313388 chn? fbclid=IwAROqgUL2KJjGzt55FefSXzgTe 18cxCNHY3jDCX_eqzRrT9S AnHB 46INdVPPk
13.Forbes Vietnam (2021) Giải pháp truyền thông Retrieved 22/08/2022, from https://forbes.vn/quang-cao/