tiểu luận marketing finalassignment of course integrated marketing communications imc

MINISTRY OF FINANCE

UNIVERSITY OF FINANCE —- MARKETING FACULTY OF MARKETING

FINAL ASSIGNMENT OF COURSE

INTEGRATED MARKETING COMMUNICATIONS (IMC)

Class ID: 2221702049705

Student Name Student ID 1 Ho Ngoc Gia Linh 2021006897 2 Dinh Le Uyen Phuong 2021008524 3 Truong Bao Tran 2021008574 4 Tran Thi Ngoc Tuyen 2021003840 5 Nguyen Tuong Vi 2021006745

Ho Chi Minh City, August 2022

TABLE OF CONTENTS

9-7 1 9-2 8 II on .A 8 1.1 Company IntrodU€fIOH c2 211221221211 111 2211512111212 01 201115110111 re 8 In" ,G,ỶÝiÝi.i L 8 1.1.2 VinFast’s outstanding stages of developmeni - 5c c2 s22 8 1.2 A detailed siftuation anaÏy§IS - - 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 ƠVeTVICW nh nh Hà TH HH ty 9 2 IMC objectives 10 PC NHÀ) (phai “hŸ‡4ÄÄ4 10 PA ®uunn oi an 10 3 Target Audience 10 4 Program 12 4.1 Creative strategy ccccccccceccneeneceseneecseescssecseeeecaecsesseeaeesssneeseeneeeseeenes 12 4.2 Media Strategy e.- 13 “+, na e.a 15 4.3.1 Phase l: 1/10/2022 - 31/10/2022 - c2 H111 re 15 4.3.2 PHASE2: 1/11/2022 - 31/12/2022 - 2: 221212121 rrey 17 4.3.3 Phase 3: 01/01/2023 — 31/03/2023 cớ 21 AI liioaađadadđdiaiadaii 22

4.4.1 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 26 5 The effectiveness of the pl d program 26 5.1 Measurement 26 3.2 COmTOl 2.01 22112111121121 1121112111112 11 1 112g 1511 1xx Hy 28

Table 3-1: Table 4-1: Table 4-2: Table 4-3: Table 4-4: Table 4-5: Table 5-1: Table 5-2:

LIST OF TABLES

Target Customer of VinFast VF 8

Media S†raf€gØy c c1 110111101 1121121111111 11 51 1 1xx g Timeline and budget for Phase Ì G2 222222121221 221 1212125112 ray 23 Timeline and budget for Phase 2 0 22012112121 121 181121212211 re 24 Timeline and budget for Phase 3 20 2122121121221 121 212 re 25 Total budget ccc ccccccceccneecscnecaeceseeecaeesesaeesecsscaeseseeeneesteeeneeieeeseeenas 26 j5 88A 27 Control A.A aẼ.ẼỐẼỐ 28

Figure 1.1: Figure 1.2: Figure 1.3: Figure 1.4: Figure 1.5: Figure 1.1: Figure 4.1: Figure 4.2: Figure 4.3: Figure 4.4: Figure 4.5: Figure 4.6:

LIST OF FIGURES

Written Word on the 56th second phone screen c c2 1 The father and his daughter dressed up S2 c2 n2 rerrsey 3 Image of the status line on the phone S222 2n ren ye 4 The daisies curtain at the end of the film - nn nhe re nà 4 The drawing “Winged Lion” scored Ô c2 2221221222121 re 5 Modern, luxurious electric SUV VE § ECÔ Q.02 2 nhe 10 Example the scene of VinFast VE 8 on TVC

Mr Bùi Ngọc HẢiI Q2 Q20 221221211211 21111 21210121111 2111 20111511021 1x ket Mrs Pham Thi Thu Thủy 0 22 201221211121 121221 281181122822 rrre 19

Mr Nguyễn Thanh Hải Q0 2S 2222222212212 rrre 19 Mĩ Nguyễn Mạnh Thắng 2 2 2n n Hung 20 Mr Hùng Lâm S21 121221222 H 22121111201 ve 20

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 sư tử nào có cánh - “Nhà tôi có một con nẻ.” - “Hôm nảo cô rảnh, cô tới đây, tôi cho cô coI.”

=> This conversation shows that the prejudice of the old generation (teachers) always imposes on young people and the father is speaking out to break that margin so that children can always live as they want

“Hanh phúc nhé, con gái của ba!”

=> This statement of the father shows that he always expects his daughter to be happy and reassured to live as she wants

=> A brief but emotional tribute from the daughter to her father “Mimg ngay cla Cha” - #SéngNhuY

n

Generali’s ad 2 is a masterful blend of Vietnamese and Italian culture Generali uses ordinary words to turn into lyrics, which make the audience feel the idyll, closeness and ordinary life when watching film

Song 1; Italian folk song — Bella Ciao

The story in the lyrics seems to be a moment of re-enactment of life from childhood to adulthood of the daughter The girl's original lyrics tell of actions she thought were against the father’s wishes

Chắc con no đòn dưới tay ba rồi Người mà con muốn cùng trọn đời bên

Ba có nhớ không? nhau dù giàu có hay là lúc khốn khó

Người con thương không giống ba từng Ngày con trốn hoe, tap tanh choi ‘

ước mong skateboard rồi té u đầu mẻ hết tran

Nhân ra con không giống ba từng tước Tưởng dau ba tir dura con nay roi mong Dù cho con không giống ba từng ước

, a ok are mon:

Tưởng đâu con bị câm cung luôn rỗi ong

Rồi con biết yêu và con biết đau Nhung ba chưa từng trách con một lời Song 2: Cho con

No matter where the father’s daughter wants to go or do anything, he'll always be behind her The father’s voice was low and warm as touching the daughter’s heart But deep in his heart, he always wished himself to be a good father, the one who raised her dreams, supported his children to fly away, the shield to stop all thunderstorms behind the door.

The spirit of the song also reflects the struggle for a better life, extremely consistent with the spirit of “Séng Nhu Y” — Live as you want

Lyrics: “Ba sé la canh chim, dua con di that xa Me sé la canh hoa, cho con cải lên ngực.”

Figure 1.2: The father and his daughter dressed up

Source: Generali’s YouTube Channel, 2020 Image of the status line on the phone “Han dan 6ng” - and the commentary with the image ““Irừ ông này ra” appears in the segment of the daughter who is unfaithful and the father seeing his daughter's post on social media He left a comment with a funny image of himself as looking for ways to ease her sadness and make her happier He acted as both a father and a friend to comfort his daughter.

Figure 1.3: Image of the status line on the phone

Source: Generali’s YouTube Channel, 2020 The daisies curtain at the end of the film with a message to the girl is assumed to be a special final highlight before the film closes White daisies and curtains are all chosen using white - a color associated with purity, innocence, safety The reason is that the use of daisies to impress the filial piety of the child, and at the same time is a message for the children to send a beautiful wish to their father on “Father’s Day”, who always strives to let the children live as they want and support everything they do or prepare a life insurance policy for their child "II

Figure 1.4: The daisies curtain at the end of the film Source: Generali’s YouTube Channel, 2020 The image of “Winged Lion” is a symbol of strength and courage, with wings that protect the whole life of each person, so that they can be assured of living as they want in every moment of life

CT Drawings

The drawing “Winged Lion” scored 0 is a way to dub the image of the brand in real life The story of the teacher giving her a score of 0 because of winged lion shows that the previous generation has mostly habits, prejudices, or standards imposed on the next generation

Figure 1.5; The drawing “Winged Lion” scored 0

Source: Generali’s YouTube Channel, 2020 O Musical

QO Arrangement

The first part has a quick repertoire of the original Bella Ciao When it comes to the scene of the eldest and rebellious daughter, it shifts to the strong and heavy tempo of the rock and roll genre Then there is the gradually gentle rhythm of the song “Cho con” by the musician Pham Trong Cau The skillful harmony of Vietnamese — Italian culture when bringing the combination of the Italian folk melody “Bella Ciao” and the familiar melody for many generations of Vietnamese people has well expressed the emotional level from humor, deep to a happy and cheerful ending in Generali’s music film, at the same time has conveyed the positive message of “Séng Nhu Y” encouraging sharing and sympathy among family members

n

The musical film “Father’s Day” cleverly combined the folk song “Bella Ciao” with the song “Cho con” as a musical with a mixtape including key instruments such as piano, guitar, electric guitar, drum, symphony orchestra and harmonica

0D vei

At the beginning of the music, the daughter’s call to her father sounds like the beginning of a chain of memories when she was young, stubborn, rebellious, and living against the father’s will The daughter’s voice in the kid and teenager version

exudes mischief, hilarity, and innocence as she recounted times when she was not what her father wanted

In the middle of the musical film, when she grew up and encountered obstacles in love, the tone of her voice expressed in each frame of emotion from joyful to quiet, hesitant in the more intense rhythm And when her father saw her hurt, he with a warm low tone, patted the same voice of her softer and gentler voice seems to show the viewer that her father never blames her even though she is not what he ever wanted

At the end of the music film, the father with a warm and sweet low tone sang the song “Cho con” and talked to the teacher about the painting “Winged Lion” showing that despite the strictness of him, he still hoped that he would be a good father, wings for his offspring to fly far, give her freedom to do what she likes and always be there to encourage and help her regain her faith when she encounters obstacles

Finally, after she understands her father’s love, the opening will be slow motion scene where he and his daughter hug each other, then gradually appear the memories with the father taking Halloween photos together, graciously wear knee protection for his offspring, teach her to skate, and a series of slow-moving scenes that relive old moments At the end of the scene, the camera shifted from left to nght to the image of the daisies curtain with the winged lion and the words celebrating Father’s Day also gradually appeared to be the Generali’s ingenuity in bringing the brand image and message

O Pace/ Speed

The one — third segment of MV has a fast tempo, and the rest is slower and gentler Generali uses a fast tempo in scenes describing the circumstances in which the daughter’s character expresses disapproval, stubbornness, defiance, rebellion with

the father and to reduces the tempo to slow down moments of confidant conversation and express the feelings of the father and his daughter

- Level of Audience Aggregation: Market Segment Channel: Personal Channel

- Viral marketing: Customers actively communicate about the brand through the musical “Séng Nhu Y” episode of Father’s Day

=> Customers love and identify Generali Vietnam as a different insurance brand having overcome barriers, prejudices, and aversions about the insurance industry Generali wishes to be the lifelong friend standing by you you, protecting and accompanying you through the ups and downs of life, helping you confidently pursue your life as told in the musical series “Séng Nhu Y”

Receiver/ Decoding

Customers begin to encode images and sounds from the music film “Father’s Day” They may relive old memories between them and their father, and then give their feelings through many emotional levels from humor, depth to happy ending in the film Also, customers wonder: “Have we at least once in our life listened to our father’s wishes?”’, etc

Finally, customers notice that the story in the musical film seems to reflect the current reality They reconsider the humanistic meaning that Generali wants to convey and receive information from Generali

Response, feedback

After the launch of “Séng Nhu Y - Phim Âm Nhạc cho Ngày Của Cha”, customers will eventually respond, and Generali Vietnam's Marketing department will review and evaluate the level of customer feedback on this activity Through interactions on social media platforms such as Facebook, YouTube, etc., likes, shares, comments, followers, and the number of people buying life insurance of Generali Vietnam have increased since the product was launched

Noise

“Sống Như Ý - Phim Âm Nhạc cho Ngày Của Cha” with a constantly melody can easily make customers not keep up with the story that Generali Vietnam wants to convey

Question 2 1 Introduction

1.1 Company introduction

1.1.1 VinFast

VinFast is an Automotive Start-Up Company founded in June 2017 with the backing of Vingroup - the largest private enterprise and one of Vietnam's leading Technology — Industry — Services Group VinFast is the abbreviation of Vietnam — Style — Safety — Creativity — Pioneer, demonstrating the desire to build a high-class and internationally recognized Vietnamese brand, opening opportunities to own cars and motorbikes suitable for the market, tastes, and income of people The company's headquarters are in Hai Phong, where James Benjamin DeLuca and Le Thanh Hai are the executives

1.1.2 VinFast’s outstanding stages of development PHASE 1: Foundation

- 2017: Establishment of VinFast automotive manufacturing complex - 2018: Official launch of Lux models at the Paris Motor Show, awarded “A Star

Is Born” by AutoBest

- 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 PHASE 3: Go Global

- 2022: Global pre-order and delivery of VF 8 and VF 9 1.2 A detailed situation analysis

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

1.2.2 VinFast VF 8 Overview

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

There are 2 versions:

- ECO version: 1,109,000,000 VND - Plus version: 1,289,000,000 VND

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 2 IMC objectives

Table 3-1: Target Customer of VinFast VF 8

DEMOGRAPHICS

Age 30 — 44 45 —55 Gender Male and female

Income Able to be economically autonomous and have medium to high income (More than 25.000.000 VND)

Benefits - Care about the price, color, - Care about the size of the car

II

sought quality inside - There is a high need for safety - Interested in car models that - Pay special attention to the show the personal ego, quality and information of experience new things products/ services - Shop according to preferences _| - Prefer making a purchase and habits, spend according to quickly and a clear process

your existing Tinances - Interested in an electric car - Interested in an electric car must | must have many amenities and have many amenities and meet meet the long travel distance and the long travel distance and fast _| fast charging time

VinFast VF 8 not only carries a national brand but also converges the breakthrough elements of the electric car model coming from the future In addition to the fact that VinFast VF 8 is an electric car that uses electric energy to protect the environment, VinFast VF 8 also gives customers an enjoyable experience of fast acceleration, shock resistance with a smooth experience, superior energy consumption time can run up to 460 - 510 km with smart features, high-class safety technology such as virtual assistant to support the driver to ensure the convenience for users on every journeys Besides, the more fuel-efficient the electric car is, the lower the cost of fuel for electric cars compared to gas cars, the more cost-effective the customer is With the above experiences, VinFast VF 8 will be a touch point to bring customers to great places, achieve things as expected and not miss anything important in the future

Campaign theme: Diém cham trong lai - Future Touchpoint 12

Key message: A car that includes elements of its quality, efficiency, convenience, and economy will be the touch point tha to your destination

Tagline:

#Diémchamtuonglai (Future Touchpoint)

#Manetuonglaidénganban (Bring your future closer to you

4.2 Media Strategy

Table 4-2; Media Strategy

Stage 1; Cognitive Stage 2: Affective Stage 3: Behaviora Plan Awareness (15 | Knowledge (16 Liking (20 days) Preference (10 Conviction (31 Pure days) days) days) days) € Objective | 500.000 target | - 70% of the 45% of the target 35% of the - 12% of the target | - 0,3% s audience know | target audience | audience switch from | target audience | audience intends to | target about the (about 350.000 | the knowledge stage | prefers the buy the electric car | (abou communication | target audience) | to the liking stage - electric car VF | VF 8 new u campaign understand the they remember the 8 to - 8% of the target make message and electric car VF 8 competitors’ audience thinks that | decisi remember the products the electric car VF 8 | the vc campaign is the Top-of-mind | at leas - 55% of target product, in which at | produ customers least 8.500 selled

research VF 8 customers having paid car deposit