INTRODUCTION OF A201
- VinFast VF 8 formerly known as VF ¢35, was first introduced at the Los Angeles a eZ j Auto Show, but in the official opening version, this name has been changed VinFast has cooperated with a series of well-known international partners in the fields of vehicle design, battery production, digital technology development, and technology companies of Vingroup such as VinAl, VinBigData, etc to bring a world-class smart, modern and luxurious electric car.
- VinFast VF 8 was introduced with 2 versions of Eco and Plus that are similar in size and safety technology but have differences in battery systems, engines and vehicle amenities In addition, the mid-size SUV model has an upgrade in the engine system as well as driver assistance technology and smart features compared to the VF e34 and previous gasoline models to meet the needs of customers in southern Vietnam and foreign customers.
COMPETITORS ANALYSIS TS HH ve, 8 (` (00000) ° 3
- Tesla - an American electric car company When it comes to electric vehicles, this is a formidable competitor in terms of advanced technology and eye-catching exterior
Soon, when Tesla is imported to Vietnam more, this will be a strong competitor of VinF ast, an electric vehicle startup (Netherlands)
- Honda - a familiar and popular brand in Vietnam Honda models, from motorcycles to cars, have the good fuel economy The above analyzed benefits, together with the durability and reasonable price, make Honda a formidable competitor of Vinfast
- Toyota — one of the most well-known brands in Vietnam The durability of Toyota cars has been confirmed after a long time in Vietnam Despite many years of use, Toyota cars still show their durability The engine runs durable, has a quiet explosion, has little damage, easy to find spare parts, etc
- Hyundai - a brand car that comes from Korea, has always been known for its comfort and convenience Hyundai cars are one of the car brands that have gained special popularity from Vietnamese consumers thanks to their low prices, which are suitable for many consumers’ budgets and designed to suit the conditions of Vietnam's roads
1.5 POSITIONING - According to a domestic auto expert, VinFast has positioned itself as a safe car company from the day it launched its first product when there are companies that build a brand image to keep prices, and there are companies that are strong in entertainment technology VinFast chooses a different path that is safe So here are some strategies that VinFast has positioned its brand in the Vietnamese market
- Vinfast positions its brand as "The first automobile manufacturer in Vietnam" To strengthen this brand positioning, Vinfast has hired two famous Italian houses, ItalDesign and Pininfarina Vinfast is implementing strong communication strategies, affirming itself as a pioneer in the domestic automobile manufacturing industry. cad lát PRICE =>
The number of cars sold from Oct 2022 to March 2023: 10.000
Communication ObjecfiVeS - L Q2 n HH HH H11 111g reg 9 2.3 Media selected vehicle objectives 2n n se 10 3 CAMPAIGN TARGET CUSTOMERS cece ecee eter tenet eneennee II T90) v00) 2000 .0)20°0 5 5
* PHASE 1: 01/10/2022 - 30/11/2022 Create awareness and liking for VinFast in an aspirational way that makes VinFast a desire for its target customers
* PHASE 2: 01/12/2022 - 31/01/2023 Convince the company’s target customers about the VF 8 car’s values Increase sales
* PHASE 3: 01/02/2023 - 31/03/2023 Maintain brand awareness and sales
II.3 Media selected vehicle objectives
Advertising PHASE 1: ° Reach over 1.000.000 viewers ° Increase brand identity: 65%
- Increase 60% in target customers’ brand awareness
- Increase by 50% of target customers who love VinFast's VF8 series
- Reach 40% of target customers to test drive the VF8
- Increase 65% in target customers’ brand awareness
- Increase by 60% of target customers who love VinFast's VF8 series
- Reach 55% of target customers to test drive the VF8
- Reach 40% of target customers who decide to deposit to buy VF8 i j PHASE 2:
"BAS RISB? Increase 65% brand awareness and recognition of VinFast’s products ° Reaching 80% of target customers to grasp information about VF8 electric cars ° Reaching 50% of target customers feel love and interest in electric car VF8 ° Reaching 20% of target customers decide to deposit to buy a VF8 electric car
PHASE 3: ° Reaching 80% of customers feel satisfied with the VE8 electric car ° Reaching 60% of customers willing to experience VF8 in the future
Sale Promotion PHASE 2: Increase sales, and brand recognition ° 20% increase in new customers using the products ° Transfer customers from other products to Vinfast’s products
Income High Income Middle-high Income
Occupation Businessmen, CEO Businessmen, Businesswomen,
Age 28-40 years old 30-50 years old
Demographic Marital status Single, married Married and have children
Geography Lives in big cities Live in big cities
Psychology Personality Love experiencing, smart Prefer eco-friendly cars, used for purchases, support products family made in Vietnam, use for personal
Lifestyle Modern lifestyle, luxury Green lifestyle, sustainable lifestyle lifestyle
Attitude Care about the quality of the Care about the quality of product product Care about the environment Searching for cars that can Concerning many options when show the trending of the car buying products owners
Social class Top-middle to high Top-middle
Willing to spend money to buy | Willing to buy eco-friendly products Behavior unique cars that lead the trend that bring benefits to their family and support Vietnamese cars
Since ancient times, patriotism and national pride have been instilled in the minds of millions of Vietnamese people In fact, customers still have doubts about quality and cannot show the level of consumer when using Vietnamese goods compared to imported brands
* Campaign Theme: “VF8 - DAN LOI TIEN PHONG, VAN SU HANH THONG”
With the desire to turn Vietnam into an automotive powerhouse at the speed of light, VinFast's VF8 electric car is expected to become a pioneer leading the way for Vietnam's first electric car brand, reaching international level with excellent quality
At the same time affirming the level of "leading the trend" of the owner In addition, VinFast's VF8 creates a sustainable future for people and the planet through green, clean, and safe mobility Not only that, VF8 with a luxurious interior and safe driving
12 system creates "VAN SU HANH THONG" (everything goes smoothly) in every customer's journey
* Key Message: “KHANG DINH DAU AN TIEN PHONG”
VinF ast has continued the pioneering spirit, not only affirming the brand's own mark but also helping owners to show their class and leading the trend of becoming a car company that cares about the environment through the line of cars electric motor VE8
Key Message KHANG DINH DAU AN TIEN PHONG
Key Hook Car Exhibition Experiential Activity Direct Mail
“Nhà xanh xe điện, mở lỗi trong Sending gratitude to lai" customers
Media Tools | - Advertising - Direct Marketing - Direct Marketing
- Public Relations - Personal Selling - Personal Selling
Vehicles - Advertising: - Direct Marketing: Catalog & - Direct Marketing: Direct
+ Print Ads - Personal Selling: - Personal Selling: Training + Magazine: Forbes Vietnam, | Training staffto consult 1:1 staff to consult 1:1 product Dep product through website, phone, through website, phone,
- Public relation: Car and showroom showroom
Activity “Nhà xanh xe điện, mở lối trong lai"
COMMUNICATION STRATEGIES SH Hye 13 FAN NI 0) 0ỏ 0 — Ãọ
13 ¢ TVC: “DAN LOI TIEN PHONG, VAN SU HANH THONG” e TVC duration: 45 second
- From 18h10 to 18h25, before the program “60 giây”
HTV7 & - From 21h15 to 22h, before ending the program “Cac
(Frequency: 3 times/week) “ZZZ chương trình truyền hình trực tiép”
VTV3 - From 19h55 to 20h, before the program “Ca tuan”
- From 19h50 to 20h, before the program “Phim truyén”
Scene 1: Voice: A masterpiece of art leading the way for the electric car industry in Vietnam
Filming closely the V logo on the car (flashing effect) Gradually move the camera away, gradually film the scene of a businessman (about 35-year-old) driving on his way to work (both sides of the road are peaceful nature, and fresh air)
Scene 2: Voice: With a modem, classic appearance Change the scene to the man getting out of the car with a confident and elegant demeanor At this time, all the colleagues around talked with admiring eyes about the glossy appearance of the VF8 The camera angle focuses on the flashy, classy exterior of the VF8
Scene 3: Voice: We take care and ensure the smoothness of your journey
Transitioning the scene of the man going on vacation with his family (wife and 2 kids) on the VF8 electric car, filming everyone in the car excitedly talking, enjoying a good time together While driving, the man controls the virtual assistant by voice to turn on utility and entertainment applications (Smart Service)
Scene 4: Voice: But we still ensure green energy
At the same time, the roof of the car opened, and the children enjoyed looking at the fresh natural scenery Panoramic view of the car on the road (emphasizing the environmental friendliness, with no harmful emissions of VF 8)
Scene 5: Voice: A good start to the new journey Switch to the panoramic view of the car going to the destination (the sky slowly turning dark) The whole family sat around the electric car VF8 The camera focuses on the sky and fireworks appear
Scene 6: The “V" logo slowly appears on the screen with the headline “DAN LOI
TIEN PHONG, VAN SU HANH THONG?” and then ends the TVC ¢ PRINTADS:
Color: red, blue Supermarkets, and shopping centers:
POSTER Sizes: 1244 mm*699 AEON Mall Binh Tan, Vincom Thao mm Dien, Gigamall, Big C Truong Chính, -Format: Amount: 15 Posters Crescent Mall, Van Hanh Mall
Imagery BILLBOARD - HEADLINE: Color: red, blue - Pham Van Dong intersection and (have lighting systems) ôvs DÂN LOI Sizes: 685 mm*229 Gia Dinh Park, Tan Binh District
TIEN PHONG mm - Along Mai Chi Tho Street
Color: red, blue +Tan Son Nhat Airport
IVAN SU HANH| Sizes: 1244 mm*699 | + Frame / LCD elevator
- Large buildings: Landmark 81, Amount: 15 Led Bitexco, etc
AEON Mall Binh Tan, Vincom Thao Dien, Gigamall ¢ MAGAZINE: FORBES VIETNAM, DEP
* NỮDOANH NHÂN VIỆT THÀNH CÔNG
DEP (magazine's car section) (Price: 65.000 VND/number)
Features ° Gender: mostly male | * Gender: mainly female readers ° Reader’s age: 30 - 45 years old ° Reader’s age: 30 - 50 | * Social Class: Top middle years old ° Behavior: 40% of magazine ° Social Class: Top middle readers are interested in a green to High lifestyle, sustainable lifestyle, and ° Behavior: 94% of care about the environment
Frequen magazine readers are | — There are many similarities that can t interested im business, the | be suitable for introducing the VF8 Readers lifestyle of successful | electric car to target customers 2 entrepreneurs, and luxury | How to do it: Post VF8 is a new goods electric vehicle product with many useful features, especially environmental protection (the image shows the model magazine along with
— There are many similarities that can be suitable for introducing the VF8 electric car to target the VF8 electric car) customers 1
Ht if, Posted VF8 ts a | peadline: VF8 — XU HUGNG XE Pioneer produei brnging | LIÊN CHO MOT TƯƠNG LAI BỀN
VUNG countries Headline: VF8 — DAN LOI TIEN PHONG CUNG VINFAST TAI CHAU AU
The 10 Coolest Cars From CES 2022
- Title event: “DAN LOI TIEN PHONG, VAN SU HANH THONG”
- Location: Saigon Exhibition and Convention Center - District 7 - Purpose:
+ To introduce more about the VF8 series to the Vietnamese public
+ Visually provides many outstanding features of the VF8 series
+ Create excitement and unique experiences about the VF8 series
- Participants: Target customers, celebrities, VinFast leaders, event organizers, VinF ast product consultants, media organizations, press + Miss Grand Nguyen Thuc Thuy Tien: Being the first representative of Vietnam to be crowned at Miss International Peace 2021 With her positive energy, Miss Thuy Tien has attracted a large number of fans on social networks, namely 595
17 thousand people followers on Facebook, 794k followers on Instagram and 2.4 million followers on Tiktok
+ Youtuber Hung Lam: As a presenter, and an influencer in the vehicle industry in Vietnam with many followers on the XE HAY Youtube channel, Hung Lam specializes in reviewing cases Up to now, Hung Lam's Youtube channel has had 2.17 million subscribers with a total of nearly 790 million views on the channel
- The main parts will be in the exhibition:
8:00 - 8:30 The opening consisted of 2 speeches:
(26/10/2022) - Ashort speech by VinFast's leadership on the content: the meaning of the title event, the purpose of participating in the event as well as the strategic orientations of the business soon with VF8
- A short speech by Miss Grand Nguyen Thuc Thuy Tien about the content: feelings about the guest position for the event, impressions of VinFast in general as well as VF8 electric cars in particular
8:30 - 9:45 A music performance opened with the participation of singer Ho Ngoc Ha
9:45 - 10:15 - The launch of the VF8 with outstanding aspects of the car will be presented during (26/10/2022 - 30/10/2022) the event including:
+ Savings: According to information provided by VinFast, for the same distance of 500km, a petrol car will cost 1.130.220 VND to operate, while an electric car costs a lower fee of 866.339 VND
+ Safety: VF8 is designed to meet the highest safety standards such as ASEAN NCAP 5*, EURO NCAP 5*, and NHTSA 5*; the VF8 charger and VinFast charging station system both meet European standards such as ISO-15118 and IEC 61851; ete
+ Environmentally friendly: VF8 uses energy from batteries to operate, so it does not emit carbon dioxide when operating, which is considered an environmentally friendly vehicle In addition, the VF8 simplifies the transmission, so it makes almost no noise when driving at normal speed, contributing to reducing urban noise pollution
+ Powerful engine: VF8 is equipped with a 2-pole electric motor with a maximum capacity of up to 260kW (Eco version) and 300kW (Plus version) to help the car accelerate impressively from 0 to 100km/h in an estimated time is about 5.9 and less than 5.5 seconds for each version in turn
+ Advanced Driver Assistance Systems ADAS: ADAS (Advanced Driver Assistance
Systems) is an advanced electronic driver assistance system applied to a number of high- end electric vehicles This superior driver assistance technology is equipped on VinFast VF8 to help make driving safer and more convenient