Some PR proposals for piaggio in viet nam to attract more customers

Đỗ Tuấn Anh 7C ACKNOWLEDGEMENT My report is completed not only thanks to my efforts but also with many people to whom I would like to express my deep and sincere gratitude Firstly, I would like to express my warm and sincere thanks to my supervisor , Ms Van Anh, teacher of English , Foreign Trade University for her continuous support of my study and research, her great efforts to explain things clearly and simply, for her corrections, comments, criticism, suggestions during the process of report Her guidance helped me very much in all the time of research and writing of this report Lastly, and most importantly, I would like to thank my parents, my friends for supporting and encouraging me throughout the process of doing this graduation report Đỗ Tuấn Anh 7C TABLE OF CONTENTS EXECUTIVE SUMMARY…………………………………………………… INTRODUCTION Introduction of the research topic……………………………………………… 2 Rationales……………………………………………………………………… 3 Research questions………………………………………………………………4 Scope of the research……………………………………………………………4 Methodology………………………………………………………………… ….5 CHAPETR I: THEORETICAL BACKGROUND 1.1 Definition of public relation 1.2 The significance of public relation to Piaggio CHAPTER II: REAL SITUATION OF PR ACTIVITIES OF PIAGGIO .8 2.1 Specific PR activities of Piaggio in previous years 2.1.1 Vespa festivals 10 2.1.2 Sponsoring for fashion shows 11 2.1.3 Inauguration of manufacturing factory in 2009 12 2.1.4 Other activities 13 2.2 Evaluation of PR activities of Piaggio 15 CHAPTER III: PERCEPTION IMAGE OF PIAGGIO IN CONSUMERS’ MIND AND CONSUMER HABIT OF USING MEDIA 3.1 Perception image of piaggio in consumers mind 17 Đỗ Tuấn Anh 7C 3.2 Consumer habit of using media .19 CHAPTER IV: PR PROPOSALS FOR PIAGGIO 4.1 General objectives 21 4.2 Proposed PR activities for the Piaggio company 23 4.3 Proposed PR activities for its products 25 CONCLUSION APPENDIX REFERENCES EXECUTIVE SUMMARY My report aims to suggest some PR proposals for Piaggio in VN to attract more consumers Nowadays, PR becomes more and more important for businesses to confirm the brand’s position in consumers mind as well as to raise the companies’ profit, sales However , PR activities play an important role in helping the company reconfirm its brand position as well as launch its new products like Piaggio VN to consumers This report aims to give some PR proposals for piaggio VietNam to attract more cusotmers as well as raise brand’s position in consumers mind The report are devided into four main chapters The first chapter is about Public relation Readers will know more clearly about PR concept and its process Moreover , the role of PR to businesses in general and for Piaggio company in particular will be Đỗ Tuấn Anh 7C specificly clarified The second chapter is about specific Piaggio PR activities Also, in this chapter, PR activities of the company are pointed out and evaluated on the basic theory of the first chapter and the result of survey So, PR activities of Piaggio has gained lots of achievements as well as has its own problems The awareness of Piaggio brand’s position as well as its new products are not very high In other word, PR activities of this company are not successful in raising the knowledge of brand’s position in consumers’ mind In third chapter, readers will know about perception image of piaggio in consumers’ mind and consumers’ habit of using media Again, the company don’t really leave impressive image in consumers’ mind Besides, readers will have more understanding of consumers’ using habit of media The second , third chapter will be the basis of suggestions in the last chapter for PR activities in the company The suggestions aim to reconfirm its famous brand and launch its new products to consumers more effectively These are conveyed on the most favorite information channels These are famous magazines like heritage, gold…or popular websites such as dantri.vn, vnexpress.com, vietnamnet.vn … (according to the result of survey conducted on sirvina.com) INTRODUCTION Introduction of the research topic Đỗ Tuấn Anh 7C Nowadays, PR activities in Viet Nam has a lot of shortcomings Piaggio VietNam is not an exceptional one Entered Viet Nam from the beginning of 20th century, piaggio is not very successful in ancient motorbike line Recently , a manufacturing factory of Piaggio is established in Vinh Phuc in 2009 with investment capital thirty millions USD In addition, a factory will be inaugurated in 2012 with investment capital up to 40 millions USD Apparently, the company puts their big hope in Viet Nam motorbike market Therefore, PR activities will be very helpful to Piaggio in this time On the other hand, they will help to launch its new products to consumers and help to the company to reconfirm its brand position Because of these , the report “some PR proposals for Piaggio in Viet Nam to attract more customers” is complemented Rationals The report aims to measure, evaluate the effectiveness of Piaggio PR activities The report also give readers the consumers’ understanding, perception about the company Then, some PR propsals will be brought out to help the company develop more and attract more consumers To this, it is neccessary to have thorough understanding about PR activities , the role of PR to the company and perception image of company in consumers’ mind So the report focuses on three main points: - Theories of PR and the role of PR to the company - Analyzing, evaluating PR activities of Piaggio, the company image in consumers’ mind Đỗ Tuấn Anh 7C - Providing some PR proposals for the company to attract more customers Research questions The report will focus on these following questions: a What is Public Relation and the role of PR to the company? b How are PR activities conducted at the company? c What are the specific PR proposals for the company? Methodology In this report, most information was collected and extracted English books, newspapers, and websites In addition, a survey of 100 consumers on sirvina (http://www.sirvina.com/WebSurvey/129488127685300000/634 06F.aspx.com) is carried out to serve the analysis of the report The analysis of report will base on general reports, research results of company With these materials, the author has applied a number of research methods including statistical, synthetical, and analytical and comparative methods to highlight the discussed issues Đỗ Tuấn Anh 7C Scope of the study PR is a new and broad concept However , in this report the author will focus on real situation of Piaggio PR activities, consumers’ awareness of the company and then give some PR proposals CHAPTER I: THEORETICAL BACKGROUND 1.1 Definition of PR There are many ways to define PR, but in the scope of this report, the author just focus on some that is popular and easy to understand According to Wikipedia, “Public relations (PR) is a field concerned with maintaining a public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians Public relations is used to build rapport with employees, customers, investors, general public and provides an organization or individual exposure to their audiences through using topics of public interest and news items” Đỗ Tuấn Anh 7C The International Public Relations Association defines Public Relations as “Public Relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programmers of action which will serve both the organization’s and the public interest.” However, some people suppose that PR is the practice of managing communication between an organization and its publics Another definition from the website http://www.prca.org.uk is that “Public relation is all about reputation It's the result of what you do, what you say, and what others say about you It is used to gain trust and understanding between an organization and its various publics whether that's employees, customers, investors, the local community - or all of those stakeholder groups” Another definition from Philip Kotler in the book “principle of marketing” published in 1996, public relation means “building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image”, and handling or heading off unfavorable rumors, stories, and events” In short, PR aims to influence public opinion to create a positive image for company, organization, corporation through all media (press, newspaper, newsletters, photographs, internet ) This fragment clearly describes the essence of PR, which is an effort to change, modify, or influence public attitude and thought that will turn into behaviors and actions Đỗ Tuấn Anh 7C 1.2 PR process According to John Marston, a PR professor, PR process includes steps called RACE in the textbook “Nature of Public Relations” published in 1963 This word is the abbreviation of PR process: - Research - Action plan - Communication tactics - Evaluation (Source: online - pr.com) So what is research? Research is the systematic gathering of information to understand: client organization, problem/opportunity; Đỗ Tuấn Anh 7C 10 issues/environment, key Publics Research is carried out by using secondary documents such as: library books & periodicals, other published research, newspaper, magazines…and primary source like surveys, interviews, or researches by walking around In the stage of step- action plan and communication tactics, we must develop a strategy that involves in setting objectives, key publics, and time line, budget for PR activities Finally, it is the evaluation stage In this stage, research methods will be used to consider whether PR activities get success or not The success of program will be measured by the numbers of exposure in media, the increase in consumers’ awareness before and after the program Surveys are necessary for the company to measure the effectiveness of its PR activities In conclusion, Public relation is a two way process On the one hand, it seeks to interpret an organization to society while on the other it keeps the organization informed about the expectation of the society Fundamentally public relation is a means by which an organization improves its operating environment 1.3 Measures to evaluate the effectiveness of PR activities Evaluation is a measurement activity in order to systematically compare the effectiveness of PR programs before & after implementing the program To evaluate whether a PR campaign is Đỗ Tuấn Anh 7C 36 The purpose of this survey is to understand the attitudes and behavior of consumers for PR activities in general, with Piaggio's PR activities in particular In addition, your personal evaluation will help researchers find a suitable way for the company’s PR activities Again, thank you for your participation in answering questions All information provided is used only for research purposes and will not be sent to the company or any other individual Researcher, Do Tuan Anh Finding out PR activities of Piaggio Đỗ Tuấn Anh 7C 37 have you ever heard of Piaggio brand? Yes No Through what information channel you know this brand? internet relatives, friends other If through internet, what is website ? vespafriend.com piaggio.com diendanvespa.vn ttvnol.vn webtretho.com other How often you find the information about Piaggio and its related matters? time/ week Đỗ Tuấn Anh 7C 38 times/ week sometimes hardly Do you often talk about piaggio with your family, friends ? yes sometimes hardly through what information channel you get information about piaggio brand Magazines, newspapers Radio TV Online newspaper Messages mobi on Đỗ Tuấn Anh 7C 39 Call to inform Letter Other What reasons you choose to buy a new motorbike , rank from 1-5 with 1- the most important reason, 5- the least important one price quality promotion Customer service: technical support, regular check, free laundry… Assistant’s selling attitude of Đỗ Tuấn Anh 7C If you have intention of buying a motorbike, what brand will you choose? Piaggio Honda Yamaha Suzuki Sym other Please show your level of using means of media , rank from 1- with 1- the most favorite means of media, 4- the least favorite means of media Reading newspapers, magazines listening radio Watch tv access to internet to 40 Đỗ Tuấn Anh 7C Every day 41 , what information channels you often access to? 14channel.vn News.zing Dantri.vn Vnexpress Ngoisao.net The youth online Saigon times daily Vietnamnet other If you want to search for economic info, what information channels you will use? Family marketing Saigon businessman heritage gold Trade magazine Consumer Saga.vn Vietnam economic times Đỗ Tuấn Anh 7C 42 other please tell about your opinion about Piaggio according to the following criteria agree the leading motorbike brand the brand that many people believed and used everybody know about this brand when talking bout motorbike brand, people think about Rather Don’t agree agree Đỗ Tuấn Anh 7C Piaggio first the brand with stylish, fashionable ,expensive motorbikes the Italian brand with luxury only rich people are able to own this motorcycle line the brand bring users confidence, pride as well as the admiration from others this motorcycle 43 Đỗ Tuấn Anh 7C line 44 spend little gasoline, but bring comfort , safety the brand with good customer service: technical support, promotion, regular check… the brand is friendly to environment the brand has lots of community program like support, sponsor campaign for Đỗ Tuấn Anh 7C 45 the poor, the blind, the handicapped Have you ever heard of Piaggio’s community programs? If yes, what are they?? Have you ever heard of Vespa festivals? If yes, through what information channels? In 2009, piaggio launch a new manufacturing factory in Vinh Phuc And this factory produces thousands of motorbike with cheaper price than imported ones? Do you know this? If yes , through what information channels? In you opinion, what should Piaggio VN to communicate and broadcast its new products? Đỗ Tuấn Anh 7C CHARTS 46 Đỗ Tuấn Anh 7C 47 Đỗ Tuấn Anh 7C 48 Đỗ Tuấn Anh 7C 49 REFERENCE Philip Kotler (1996) “Principles of Marketing”, Prentice Hall, Engle Cliffs, New Jersey 07632, 518-522 Rich Media Company (2011) “The Analysis of Using Means of Media in Motorbike Companies Websites http://www.Wikipedia.com http://www.piaggio.com http://www.dantri.vn http://www.vnexpress.com http://ttvnol.com http://youtube.com http://vietnambranding.com Đỗ Tuấn Anh 7C http://vietbao.vn http://nhipcaudautu.vn 50 [...]... society , these PR programs play an important role in “ finding a stable position in customers mind” Meanwhile, Piaggio company hardly set up many these like community programs Finally, Piaggio established a new manufacturing factory in Vinh Phuc, Viet Nam in 2009 This is a really starting point of Piaggio Vietnam This is important time to broadcast corporate image and its products to consumers PR activities... However, PR in Vietnam hasn’t developed yet There are lots of drawbacks for PR Vietnam This leads to ineffective PR activities for enterprises Piaggio is leading motorbike company in Vietnam Recently, the company has established the first manufacturing factory in Vinh Phuc Vietnam It is necessary for the companies to implement well PR activities which not only help the company launch its new products... time, Vietnam economics time, vneconomy.vn These are the most favorite channels people use to search for economic information Đỗ Tuấn Anh 7C 24 CHAPTER IV: SOME PR PROPOSALS FOR PIAGGIO 4.1 General objectives According to the assessment of PR activities in Piaggio and perception image in consumers mind, proposed PR activities will be divided into two following directions: proposed PR activities for Piaggio. .. motorbikes are dedicated to rich people According to the result of survey, 70 % interviewees agree that only rich people can use these motorbike lines It is not good for Piaggio Viet Nam when this company is in the stage of launch Piaggio Viet Nam motorbike with cheaper price Thirdly, forums play an important role in advertising, introducing its products as well as supply information of product, product... Vneconomy.vn Piaggio – high class motorcycle Consumer line Young fashion Trade magazine Dantri.vn News.zing.vn Vnexpress.com 3 Vietnamnet.vn Why choose Piaggio, not another Motorcycle forums brand? Trade magazine Dantri.vn News.zing.vn Vnexpress.com Vietnamnet.vn 4 Piaggio Vietnam - my choice, my Business Forum love, my life The young News.zing.vn Kenh14.vn 5 Fashion magazine Piaggio – the initial motorbike... market in general and for Piaggio VN in particular is the inauguration of the first Piaggio factory in Vinh Phuc in 2009 The newly set up factory aims to convey the message “Italian legend in Viet Nam It means that Piaggio motorbike line with fashion, luxury of Italian style appears in Viet Nam, not in far place However, this event does not create a big echo to consumers because there are only some print... company ought to focus more company related forums with current PR groups A professional PR group on forums will be very help to deal with rumors, bad news or even complaints from consumers They will know how to relieve these kinds of news and help to improve company’s image in consumers’ mind For instance, there are some complaints about Piaggio motorbike’s quality, this PR group will find ways to make... magazine, Vietnam economics time, Saigon times, vneconomy.com, Saigon businessmen are information they often use to seek for economic information These are proposed headlines to widen consumers’ awareness of Piaggio brand as well as its products posted on the most accessed information channels No Subject Magazine/ newspaper 1 History of Piaggio brand attached Gold to Italian style Heritage Vietnam economics... position 2.1.3 Inauguration of a manufacturing factory in 2009 In 2009, Piaggio organized successfully the event “Inauguration of the first factory in Viet Nam with investment capital up to 30 million USD In 4 /2011, Piaggio held Ground-breaking ceremony of the second factory in Vinh Phuc with the cost of 40 millions USD It is scheduled to start in 2012 Its capacity of production is 300.000 motorcycles... sponsoring programs It is the sponsoring program for the prize “The beautiful women who audiences select” in Miss Viet Nam in 2010 It is clear that the company lacks of community programs that are valuable to society and the best way to get good feeling from consumers as well as increase brand ‘s position in customers mind The company can hold fund raising programs in auctions, exhibitions or charity programs ... report aims to suggest some PR proposals for Piaggio in VN to attract more consumers Nowadays, PR becomes more and more important for businesses to confirm the brand’s position in consumers mind as... However, PR in Vietnam hasn’t developed yet There are lots of drawbacks for PR Vietnam This leads to ineffective PR activities for enterprises Piaggio is leading motorbike company in Vietnam Recently,... company - Analyzing, evaluating PR activities of Piaggio, the company image in consumers’ mind Đỗ Tuấn Anh 7C - Providing some PR proposals for the company to attract more customers Research