final report integrated marketing communications imc

THE FINANCIAL

UNIVERSITY OF FINANCE — MARKETING FACULTY OF MARKETING

TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING

FINAL REPORT

INTEGRATED MARKETING COMMUNICATIONS (IMC) CLASS CODE SECTION: 2221702049708

STUDENT IMPLEMENTATION 1 Tran Nhat Anh — 2021008408

2 Nguyén Thi Khanh Ha — 2021008607

3 Võ Hà Như - 2021008518 4 Truong Mỹ Thanh - 2021008546

5 Huỳnh Lệ Yến - 2021008598

TEACHER ADVISOR: THS NINH ĐỨC CÚC NHẬT

Ho Chi Minh City, 2022

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9, THE EFFECTIVENESS OF THE PLANNED MARKETING

COMMUNICATION PROGRAM SH 1H He 27 QA, Evaluation 27 9.2 Measurement (KPÌ) - - L1 22 2112121111511 1112111111111 11111 1 1 k1 ra 28 9.3 9 n8 .ẶẶẶẶỄY 29

- Sender: Generali Vietnam Life Insurance Company

- Source: Actor Hitu Chau takes on the role of the father (named Nguyén Thanh Minh) and Nguyễn Lâm Thao Tam takes on the role of the daughter (named Neuyén Nhu Y)

- Elite artist Hiru Chau:

* Source credibility: Elite artist Htru Chau has played the role of "father" many times in films across the big and small screens His roles have always received the love of the audience

* Source attractiveness:

> Similarity: The age of the father role that the elite artist Hữu Châu takes on is similar to the main target customer age of Generali Life Insurance Company towards middle-aged parents and their children.

> Familiarity: A longtime and familiar actor with Vietnamese audiences with many memorable roles in the hearts of the audience of Gen Y

> Likeability: He has received many awards voted by the audience in various categories such as Favorite Male Drama Artist, Favorite Stage Play, Favorite Movie Actor,

- KOL/Influencer Nguyễn Lâm Thao Tam:

ioe: io ww * Source credibility: She is a talented young

* Source attractiveness:

person who is known as the “hot girl IELTS” and recently also has a predestined relationship with the actor field through her role in the movie "Mat Biéc" This is the role that has helped Nguyén Lam Thao Tam's name to be known to more people and put her trust in the next role she takes on

> Similarity: The age of the child role that Nguyén Lam Thao Tam takes on is similar to the main target customer age of Generali Life Insurance Company towards middle-aged parents and their children

> Familiarity: A familiar face for many generations of Gen Z with coverage on talk shows, English forums and most recently through roles in movies > Likeability: There are a large number of followers on social networking

platforms, namely 257.268 followers on Facebook and 331.000 followers on Instagram

send to the receiver)

+ “ con không giống ba từng ước mong” repeated four times during the period from infancy to adulthood

— Changing the perspective of parents about the happiness of their children should be built on their own dreams, any parent always wants their children to live happily

- Father:

+ “Sao cô biết trên đời này không có cơn sư tử nào có cánh? Nhà tôi có một con nẻ Hôm nao cô rảnh, cô tới đây, tôi cho cô coi” + “Hạnh phúc nhé, con gái của ba! ”

- The dialogue of the father and daughter are | —> In this series of “Sống Như recorded in Vietnamese to run subtitles Y”, Generali Life Insurance

+ “Cảm ơn cha đã lam tat ca cho con được là | very meaningful message “Cam

- - được là chính con” in gratitude - At the end of the clip, there are short lines for Father's Day

in the written word that convey to the advertising message and brand image: + “Mừng Ngày Cúa Cha” + “#SốngNhưÝ”

“GENERALI - Báo hiểm Nhân thọ Italia”

- The first half of the clip appears with the |— The father represents the song “Bella ciao” image of the lyrics like a bird's wing guiding his daughter Song Lyrics - Italian protest folk songs about the harsh confidently into life and a

working regime in order to aim for a better life

- The second half of the clip is the lyrics of the song “Cho con” - this is a popular and familiar song about family that most children hear and sing through, with outstanding lyrics “Ba sẽ là cảnh chim, dwa con di that

2 xa

protective shield The lyrics also remind children of their gratitude to their parents on special occasions such as "Father's Day"

- The phone screen on Facebook of the girl

who once shared the lines "It's always the - Through the status line on the phone screen, the brand wants to

person you love that hurts you the most" convey the message that we - Picture of mother on the altar should respect and allow those

- White chrysanthemum background near the

end of the clip — Small details like a light - The "winged lion" icon appears at the end warning for everyone to rethink

- The picture of the mother on

the lack of mother's love from a

- The curtain contains a prominent motif of white chrysanthemums — symbolizing filial piety

— The message hopes that everyone sends good wishes to the father on Father's Day - The image of the "winged lion" is subtly integrated, and associated with the brand image of Generali Life Insurance Company

— The winged lion symbol is a symbol of strength and courage, with wings that protect each person's life, so that they can rest assured “Séng Nhu Y” in every moment of life

The "winged lion" drawing was given a 0 | — Breaking stereotypes so that

generation on the next generation)

The ` of the song during this clip has a | _„ The rhythmic order and the transition from fast to slow tempo: music in this video have Arrangement | _ The first half of the clip is the fast-paced | contributed to conveying the rhythm of the music with all the memories precious values of fatherhood

here easily - The second half of the clip is a slow

rhythm Musical

- The first half of the au Haims musical | _ The way to choose the instruments such as electric guitar and drums instrument to mix into the Instrumentation | © show the dynamism and rebellion of the So Cee

- The second half of the clip is used as a | highlight for the character's piano to create lightness and full of | personality

emotions

- The daughter's voice shows youthfulness, | — The voice reflects the true to the age of the girl's character character's spirit and conveys in

- The father's voice is warm, gentle, and | the brand wants to convey to the inspirational, showing the tolerant and warm | yecejver

personality of the father character

- Some of the outstanding actions throughout | — Although it is not expressed

Action Animation

+ The act of making a typical hand sign of a girl when her father supports her, this is a hand sign that usually means "I love you" to express the daughter's affection for her father

+ The act of kissing his daughter's wound when learning to play skateboard falls + The act of hugging his daughter in every

moment of her life directly express the love ofa father for his child

— The message is delivered in a memorable way with emotional details at the end of the clip

- Orange: positive emotions associated with orange include beauty, energy, enthusiasm, excitement, friendliness, health, vitality, humor, playfulness, and warmth

- Red: positive emotions we usually have with red include confidence, excitement,

love, passion, intense emotions, and warmth — Is the material that contributes to the success of the authenticity of the Music Video that touches the emotions of the viewers

> The general message of the entire movie music for Father's Day:

- Based on the old motif of exploiting fatherhood but opening a new perspective on how to raise children to be themselves Because each person only has one life, parents who have given their children life, please let them also live the way they want to live, support and respect those you love Love can also live as they want like the hashtag that the ad has given “#SéngNhuY”

- In addition, the movie music also inculcates the image of the father as the wings (linked with the image of the brand's "winged lion") that will support, guide, and protect the child in every moment of life And Generali Life Insurance Company will

be very honored to accompany the whole family in the mission of protecting and bringing love to everyone so that everyone can live as they wish

- Father's Day message of deep gratitude to the father who silently sacrificed for his children's dreams to fly high

RECEIVER’S FIELD OF EXPERIENCE

- Channel message: Nonpersonal Channels Broadcast media: on Youtube

- Decoding: The receiver will rely on the encoded messages of the brand to decode the message in their understanding through the Youtube channel that posts the video - Receiver: Focusing mainly on the target customers who need to buy insurance are middle-aged parents and their children In addition, the recipient of the message can also be other potential customers outside the target customer of the business - Respond: After the receiver has finished decoding the message, they will receive and have different levels of response based on the impact of the message according to each person's perception In which, NOISE can have the biggest impact on the receiver are the details in the story that sometimes move a bit too fast in some parts, with the interweaving of the past and the present so it needs attention or even goes back and watch it a few times to fully understand the entire message the brand wants to convey

- Feedback: The video is posted on the Youtube channel platform, so it is easy to get the recetver's feedback through the number of interactions like, shares and comments on the video

January 2012, Vinpearl JSC merged with

Can ' SC to form Vingroup Joint Stock VI N GRO U P

As a multi-sector corporation, Vingroup focuses on three core pillars: Technology & Industry, Trade & Services, Social Enterprise

Vingroup continues to pioneer and lead consumer trends in each of its businesses introducing Vietnamese consumers to a brand new, modern lifestyle with international-standard products and services Vingroup has created a respected, well- recognized Vietnamese brand and is proud to be one of the nation’s leading private enterprises

1.2 OVERVIEW OF VINFAST

VinFast is a member company of Vingroup, one of the largest multi-industry private economic groups in Asia Established in 2017, VinFast owns a state- of-the-art automotive manufacturing complex with globally leading scalability that boasts up to 90% automation in Hat Phong, Vietnam With the Initiation of “Putting customers first”, VinFast is Vv i N F A S T constantly innovating to create high-class products

and excellent experiences for everyone - Mission: “For a future green for everyone”

a eZ j - VinFast VF 8 formerly known as VF ¢35, was first introduced at the Los Angeles 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

1.4 COMPETITORS ANALYSIS

- 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.

TOYOTA

2 CAMPAIGN OBJECTIVES 2.1 Business Objectives

The number of cars sold from Oct 2022 to March 2023: 10.000 2.2, Communication Objectives

- 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

- Increase 65% brand awareness - Increase 50% liking - Increase sales 60%

Increase sales, and brand recognition

° 20% increase in new customers using the products ° Transfer customers from other products to Vinfast’s products

Occupation Businessmen, CEO Businessmen, Businesswomen,

H

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

owners

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

4 CREATIVE STRATEGY * Customer Insight:

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”

* Big idea:

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

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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

* Tagline: #Cungbanbutphamoigioihan, #VinFast2023, #VF8 5 MEDIA PLANNING

Key Message KHANG DINH DAU AN TIEN PHONG

“Nhà xanh xe điện, mở lỗi trong Sending gratitude to

Media Tools | - Advertising - Direct Marketing - Direct Marketing - Public Relations - Personal Selling - Personal Selling

- Public Relation - Sales Promotion

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,

Exhibition - Public Relation: Experiential

* ADVERTISING (01/10/2022 - 30/11/2022)

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¢ TVC: “DAN LOI TIEN PHONG, VAN SU HANH THONG”

VTV3 - From 19h55 to 20h, before the program “Ca tuan” Wi" For VTV3:

- From 19h50 to 20h, before the program “Phim truyén” Discovery 1500 clicks

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

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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:

TIMELINE: 1/10/2022 — 30/11/2022

Color: red, blue Supermarkets, and shopping centers:

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) «vs DÂN LOI Sizes: 685 mm*229 Gia Dinh Park, Tan Binh District

TIEN PHONG mm - Along Mai Chi Tho Street

> Amount: 2 15