Bài tiểu luận kết thúc môn học truyền thông marketing tích hợp (imc)

3 QUESTION 2: PREPARE AN INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN FOR VINFAST WITH THE PURPOSE OF LAUNCHING VF 8 IN VIETNAM MARKET.. Phụ nữ ơi, chẳng cần như ai, chỉ cần như ý." Thu

THE FINANCIAL

UNIVERSITY OF FINANCE & MARKETING

Bài tiểu luận kết thúc môn học Truyền thông Marketing tích hợp (IMC)

Majors: Marketing Specialized: Marketing Management Class: CLC_20DMA09 Course code: 2221702049709 Instrutor: Master Ninh Đức Cúc Nhật

Student Implementation:

TEACHER’S COMMENTS

Student Implementation:

(This part is for teachers to directly guide and comment on students)

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MAJORS MARKETING

MASTER NINH ĐỨC CÚC NHẬT

Table of Contents

QUESTION 1: USING THE THEORY OF COMMUNICATION PROCESS TO EXPLAIN

“FIRST AD – CHẲNG CẦN NHƯ AI, CHỈ CẦN NHƯ Ý” ADVERTISEMENT 1

1.VERBAL 1

2.GRAPHIC 1

3.MUSICAL 3

4.ANIMATION 3

QUESTION 2: PREPARE AN INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN FOR VINFAST WITH THE PURPOSE OF LAUNCHING VF 8 IN VIETNAM MARKET 6

CHAPTER 1: MARKETING SITUATION 6

1.1.MARKET RENDT 6

1.2.CONSUMER RENDT 8

CHAPTER 2: BRAND UNDERSTANDING 9

2.1 B RAND VERVIEWO 9

2.2 C OMPETITORS WITH INFAST S AUTOMOTIVE PRODUCTSV ' 10

2.2.1 D IRECT AND INDIRECT COMPETITORS 10

2.2.2POTENTIAL COMPETITORS 11

2.3 B RAND PRODUCT LINES 12

2.4 P RODUCT ON CAMPAIGN INTRODUCTION 12

CHAPTER 3: CAMPAGIN OBJECTIVE 14

3.1.BUSSINESS BJECTIVEO 14

3.2 MARKETING OBJECTIVE 14

3.3.COMMUNICATION BJECTIVEO 14

3.4.MEDIA BJECTIVEO 14

CHAPTER 4: TARGET AUDIENCE (USING EXTERNAL MARKETING) 15

4.1.CUSTOMER (5W) 15

4.2.CLIENT 16

4.3.EDUCATOR 16

4.4 MEDIA 17

CHAPTER 5: STRATEGY APPROACH 18

5.1.CREATIVE AMPAIGNC 18

5.2.ADVERTISING PPEALA 18

5.2.1.EMOTIONAL PPEALA 18

5.2.2.RATIONAL PPPEALA 19

CHAPTER 6: MARKETING COMMUNICATION PROGRAM 20

6.1.TIMELINE ROADMAP 20

6.2.PHASE 1:AWENESS 21

6.2.1.TELEVISON IDEO OMMERCIALS V C (TVC) 21

6.2.2.DISPLAY DVERTISINGA 22

6.2.3.OUTDOOR DVERTISINGA 24

6.2.3.OBJECTIVE OF HASE P 1:AWARENESS 25

6.3.PHASE 2:LIKING 25

6.3.1.PRINT MEDIA 25

6.3.2.ADVERTISING 26

6.3.3.OBJECTIVE OF HASE P 2:LIKING 27

6.4.PHASE 3:CONVICE 28

6.4.1.PUBLIC ELATIONR 28

6.4.2.ADVERTISING 29

6.4.3.OBJECTIVE OF HASE P 3:CONVINCE 29

CHAPTER 7: BUDGET 30

CHAPTER 8: EVALUATION 32

8 A.1 DVERTISING & P RINT MEDIA 32

8.2.PUBLIC ELATIONR 32

REFERENCE 33

Question 1: Using the theory of communication process to explain “First

ad – CHẲNG C N NHƯ AI, CH Ầ Ỉ CẦ N NHƯ Ý” advertisement

Answer

1 Verbal

Spoken word: Generali used at the end of the clip, so that a female voice with a gentle,

elegant voice said meaningful sentences such as: "Có niềm vui trong ngôi nhà nhỏ, có

niềm vui với cuộc hẹn hò, có niềm vui ngắm nhìn thành quả, có niềm vui chờ chuyến

đi xa, có niềm vui mỗi ngày làm mẹ Vì mỗi niềm vui đều xứng đáng yêu chiều Phụ nữ

ơi, chẳng cần như ai, chỉ cần như ý." Thus, it will be easy to convey to the listener in

a gentle but profound way

Generali's message: Although

knowing that friends only care and

worry about each other, they

become a bit too "imposed", but

each person only have a life to live

If you love, please accept and share

so that everyone can have the

courage to live with their own joys

Song lyrics: Variations of rap lyrics based on Becky G's Bella Ciao This is the main

repeats throughout the series, later on When it comes to that song, listeners will remember Generali's “SỐNG NHƯ Ý”

2 Graphic

Pictures: Generali uses the image of 5 girls who are close friends but have different

lives, linked to the image of modern women today They have a reunion after 6 years

of not seeing each other and recreate the lives of each girl, some are about to buy a house, some are getting a raise, some are rewarded with a trip abroad, others are dating

a perfect guy Each style and color on each girl's outfit represents their personality as well as their life

With the first girl in a white and red

outfit, the modern chic style shows that

she is a noble person who has achieved

much success at work

And the second girl, although wearing a black suit, the story on the emotional side is somewhat difficult when she has

experienced many sad relationships

Next, is the girl in a white dress who

loves to travel and take pictures,

always cheerful and upbeat, loves the

experience

The girl who just got a raise with a red

dress represents luck and advancement

Finally, the mother is a nursing mother,

dressed simply but still highlights her

gentleness and talent in taking care

3 Musical

Arrangement: At the first part of the video, the lyrics are a bit sad, quiet (Đồ ăn nguội

hết rồi nè chế; Trời ơi, nay tưởng mày không tới luôn rồi; Hazz, đã 6 năm rồi còn gì)

Then there is the joy of bringing out the joys in life and the success that each person achieves Followed by a fun, vibrant pace telling about the joys of each person's life

(mua nhà tại trung tâm, chơi tinder quen được người ưng ý, được đi du lịch ở nhiều nơi, được tăng lương) After that, there was a rapping conversation, summarizing the achievements of each person in the past 6 years, and at the end, asking about the joy of

the nursing mother At this point, the music quiets down again and she gives pictures and videos about her happy life with her family in the past time

With the arrangement and music, the clip highlights that each woman always has her own joys in life No need to care about anyone, as long as they live according to their hobbies and wishes to make them always happy

Instrumentation: Drums, guitar, piano, violin

With the beat of the drums, it helps to make the music more lively while also keeping the rhythm of the music Along with the guitar, it plays out low notes to support the main melody, and along with the drums, it holds the beat to help keep the piano and violin in tune with the overall rhythm of the piece Finally, with the combination of all

4 instruments, the music is bassy and quiet but follows a common rhythm

Voices: The first is the fast-paced, happy rap voice, loving life with the present life,

then the quiet, prolonged, choir singing together expressing concern for the friend who

is a nursing mother This is also the mood of the 4 girls who both want to express their own joy and express their grief for the other girl in the guild

4 Animation

Action/Motion: At first, there

were 4 girls on the dining table,

who answered the phone, dressed

as a businesswoman, showing

their busyness at work, the one

sitting to check in food posted on

social networks, the other 2 girl

put her hands on each other's,

chatting happily after many days

of not seeing each other, now

everyone has their own lives

Until the appearance of the 5th girl, everyone's eyes began to look at her with a few light reproaches While rap is the act of dancing, enjoying, smiling, showing satisfaction in 4 girls and when it comes to commenting on the other girl's life, all 4 girls act quickly, urgently, expression of sadness, displeasure on the face By the time the girl who is a mother of milk re-enacted her life, they used more expressive facial expressions All 5 girls were sitting under the stage admiringly watching the performance of their 5th daughter, while the mother smiled brightly to show satisfaction and pride Finally, the actions of parents, caring, loving and watching their children grow up day by day, recreate an extremely happy and joyful family, so that when recalling, the mother must also shed tears - tears of happiness to be the mother

of children

And finally, the actions of lying down on the sofa, looking at the phone and texting and smiling, looking at your achievements in your hand, hovering to buy clothes for the upcoming trip and finally The gentle caress of a mother's head for her first child as

he leans against his mother's womb listening to his brother's heartbeat Each action represents each person's own life and has its own meaning, all of which are geared towards the brand's message: "CHẲNG CẦN NHƯ AI, CHỈ CẦN NHƯ Ý"

Pace/Speed: Speed divided into 3 segments Before rapping, every action is slow and

gentle, while rapping, the speed starts fast and rushing, after the rap part is the deposition, rhythm, slow down This also shows the ups and downs in human life, life

is not always sublimated, there will be times when it will not be as expected

in a small space, taking the dark color and red background as the main In each

scene is each person's own life, combined with the red background shows that to have such a life is the dedication of each person The scene is almost all dark, but only the main character is always illuminated by the lights Creating a scene with such a small

space can help viewers focus on the main story of each character through lighting that makes them stand out At the end, the white screen, representing light, freedom,

with a red background, symbolizes fire, goes with dedication and sacrifice as conveying to the audience the same content with the message that "Live your life to the fullest with passion and enthusiasm as long as you feel it's right for you”

Question 2: Prepare an integrated marketing communications campaign for Vinfast with the purpose of launching VF 8 in Vietnam market

Answer Chapter 1: Marketing Situation

1.1 Market Trend

World situation

The short-term outlook for electric vehicle sales is quite bright as global EV sales in

500,000 vehicles, and in Europe about 450,000 vehicles

Particularly, electric car sales in the United States doubled compared to 2020 Currently, governments around the world are trying to support and promote the sale of electric cars

Picture 1.1: Sales of electric cars in the world increased sharply over the years from 2010 to 2020

According to the forecast of Bloomberg NEF (BNEF), the trend of electric cars will continue to explode in the near future with sales expected to increase by 66% in 2021, surpassing 5 million vehicles and equivalent to 7% of the total number of vehicles That number continues to increase and reaches 30 million vehicles sold by 2028, the proportion of electric vehicles will reach 48% of all commercial cars sold by 2030

Continuous strong sales growth is expected to be the driving force behind the popularity of electric cars, towards the goal of 100% zero-emission vehicles (electric and hybrid) by 2050

Picture 1.2: Forecast of global share of zero-emission vehicles in the period from 2020 to 2050

Vietnam market Situation

Vietnam's electric car market has initially shifted and has been well received by the people A survey by the international strategic consulting firm Frost & Sullivan (USA)

in 2017 showed that 33% of Vietnamese consumers thought of buying an electric car for the first time Vietnam has a young population and lots of Internet users Vietnamese people's interest in electric vehicle technology has overcome its limitations such as high cost and time-consuming battery charging

The Vietnam Automobile Manufacturers Association (VAMA) has proposed the idea

of a roadmap to develop Vietnam's electrified vehicles from now to 2050 into 3 phases

In which, in the initial phase (2021-2030), Vietnam will reach 1 million electrified vehicles around 2028 In the second phase (from 2030-2040) of rapid growth, Vietnam maintains the rate electrified vehicles grow rapidly, by 2040 will reach about 3.5 million vehicles Phase 3 (from 2040-2050) steady growth will reach 4.5 million vehicles by 2050 and saturate after that with 100% electrified vehicle sales

Picture 1.3: Willingness to buy an electric car in the next 12 months

According to the same study, when it comes to the influence of electric vehicle purchase decisions, consumers in the Philippines and Vietnam pay much attention to personal health aspects

Picture 1.4: Factors affecting the decision to buy an electric car

CHAPTER 2: BRAND UNDERSTANDING

2.1 Brand Overview

Vinfast (or Vinfast LLC), full name is Vinfast

Manufacturing and Trading Company Limited, is a

Vietnamese automobile manufacturer established in

2017 This is a member company of the group

Vingroup, one of the largest multi-industry private

economic groups in Asia

Picture 2.1: Vinfast’s logo

Vinfast's name is connected from the abbreviation chain of the words "Vietnam - Style

- Safety - Creativity - Pioneer" with the meaning of honoring the Vietnamese brand car line The birth of Vinfast demonstrates the desire to build a world-class Vietnamese

brand Vinfast was introduced with the message that our country always creates its own preferences and always keeps safety in order to honor the first car and value of Vietnam's car Affirming the Vietnamese's ability to master modern

to creating a green future Smart and sustainable

Enterprises always focus on 3 core values: Classy products; Good price; Outstanding after-sales

2.2 Competitors with Vinfast's automotive products

2.2.1 Direct and Indirect competitors

Direct Competitors

At the end of 2021, Mercedes-Benz

introduced the EQS model at an online

event This car is capable of operating up to

770km, charging time at the fast charging

station from 10% to 80% battery is about 31

minutes

Picture 2.3: EQS car by Mercedes-Benz

Most recently, Thanh Cong Group and Hyundai Motor Company have launched the Ioniq 5 electric car, with a speed of

up to 185km / h, a maximum operation

of about 450km per charge

Picture 2.4: Ioniq 5 car by Hyundai

Another car from the Korean manufacturer

is Kia EV6, which is expected to launch in

Vietnam in the second quarter of this year

Newly completed in March last year, Kia

EV6 is designed with many engine

versions, including the version that has the

ability to accelerate to 100km / h in just 3.5

seconds, equivalent to many supercars

Picture 2.5: Kia EV6 car by Kia

Audi is also introducing the e-tron GT in Vietnam after a relatively successful launch in Thailand This is a sports car with

a luxurious appearance, compared with Porsche's Taycan model, which is also a sports electric car with a high selling price, about 5 billion VND

P icture 2.6: E tron GT car by Audi

-Tesla is 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 In the near future,

when Tesla is imported to Vietnam more,

this will be a strong competitor of Vinfast

Pictủe 2.7: Tesla Model 3 car by Tesla

Indirect Competitor

With Vinfast's 3 current electric car lines, businesses also have to confront their gasoline car rivals such as:

For the VF e34, it will have to face fierce rivals in the C-segment SUV segment The

-Picture 2.8: Honda CR-V; Mazda CX-5; Hyundai Tucson

Vinfast positions VF 8 in the D-segment SUV segment, it will be equivalent to Toyota Fortuner or Hyundai Santa Fe Two names that promise to become its main counterpart are Mazda CX-5 and Hyundai Tucson, the two best selling C size SUVs in recent - -

(1.03 - 1.34 billion VND), Mitsubishi Pajero Sport (1.11 1,345 billion VND), Kia Sorento (999 million VND) VND - 1,289 billion VND), Toyota Fortuner (995 million

2.3 Brand product lines

Vinfast also focuses on developing a variety of electric motorcycles and electric cars such as:

Electric motorcycles

Electric Car

Vinfast Ludo Vinfast Feliz S Vinfast Theon S Vinfast VF E34

Vinfast Tempest Vinfast Klara S (2022) Vinfast Vento S Vinfast VF 6

Vinfast Klara S Vinfast Vento Vinfast Klara A2

Table 2.1: Vinfast products line

2.4 Product on campaign introduction

Officially launched at the Los Angeles Auto Show

2021 (USA), VinFast VF 8 attracts global consumers

thanks to its unique appearance and modern

technology Only 48 hours after opening for sale,

VinFast has received 15,237 orders for this model

VinFast VF8 is a completely new name but promises to be a strong competitor in the

-VinFast VF 8 is a line of electric cars designed to meet the highest international quality standards ASEAN

-Vehicles are the perfect combination of quality and value through superior technology, exceptional manufacturing techniques and dedicated service

Information about VF 8:

• Acceleration time from 0 - 100 km/h < 5.5 seconds

• Airbag: 11 - Number of seats: 5 seats

VF 8 interior is spacious and comfortable

The actual image of VinFast VF 8 shows that this model has a more spacious interior compared to competitors in the same segment In particular, the cabin is covered with high-quality leather, the streamlined design brings elegance and sophistication The interior space is designed by the famous

studio Pininfarina, integrating a series of

advanced technologies to make each

customer's trip an impressive experience

Powerful engine

VinFast VF8 uses an electric motor, with

a capacity of 402 horsepower, 640 Nm of

torque, power is transmitted to 4 wheels

According to the manufacturer's announcement, VF8 can run 460 - 510 km for each full charge Acceleration time from 0-100 km / h of the car is 5.5 seconds

Modern technology

With the ability to recognize voice in Vietnamese regardless of region and many international languages, VF8 listens to you to adjust the air conditioning and entertainment system, becoming a reliable virtual assistant on every journey Towards maximum peace of mind and convenience for customers, VF8 will automatically update vehicle software remotely (FOTA), warn about battery status, search/locate and guide to charging station With a remote control system for car functions via VinFast App Owners can easily control and control their car

Some features in the advanced driver assistance system include

• Full parking assist (driver is in the car)

Chapter 3: Campagin Objective

Increase brand awareness by 60% and build the positioning of Vinfast campaign

is not only standing for “Green Vehicle” but also in “Life Style”

3.4 Media Objective

Reach Total 15 millions viewers on Vinfast Media

Use Facebook, Instagram, TikTok to reach 85% awareness of target customers

Youtube and Tiktok convey product knowledge and make about 55% of

customers have a positive attitude to product