Bài viết lấy ví dụ về chiến lược Marketing 4P cho công ty Vinfast về việc phát triển và quảng bá xe điên, bài viết là bài hướng dẫn thực hiện một chiến lược Marketing căn bản với các bước cụ thể. Tuy nhiên, chỉ nằm ở cấp độ căn bản cho tân sinh viên và những người muốn tìm hiểu sơ về cách thức để lập một kế hoạch Marketing căn bản.
Marketing Strategy GROUP GOBLIN MEMBER: • • • • • LE THANH HUYEN MAI TRAN NHUT THANH THIEN NGUYEN LE THANH TA PHUC LOI VUONG THI TRUC LINH Executive Summary Vinfast is a company specializing in the segment of vehicles (motorcycles, cars, ) under the Vingroup Group, also the first and only car company that produces cars in Vietnam up to now Vinfast started construction on Cat Hai island near Hai Phong city in September 2017 The company designed its models with the help of Pininfarina, BMW and Magna Steyr In addition to selling and manufacturing vehicles using gasoline, oil, besides, Vinfast is developing more electric cars, especially electric cars Perhaps, electric cars are still new to the majority of domestic customers, but this is a reckless step of the company to meet and pioneer in the use of green cars to protect the environment in Vietnam in the coming years Because of its brand positioning as the "leader", factors from production capacity, manufacturing technology, product diversity, design and quality, Vinfast has the first choice for products mine With the announcement in December 2019 that VinFast plans to market electric cars to the United States by 2021, by the end of 2020 and early 2021, Vinfast will launch its first electric car product To ensure quality and prestige, Vinfast products are carefully invested in stages such as: Vinfast cooperates in technology and technique with leading European car manufacturers; Hire the famous Italian designer ItalDesign, who made a name for Ferrari and Lamborghini; Diversify products, suitable for all types of life style as well as market segments; In terms of price, Vinfast will use the strategy of a market segment (Low - Mid High) as applied on its gasoline / oil cars In addition, the company applies a discount policy and a payment policy Vinfast will apply a wholesale form, a 1-level distribution channel (Vinfast -> Distributor -> Car Buyer) and in the future Vinfast will also create a car sales service on its website Further is the export of vehicles to foreign markets Product promotion is indispensable, important and indispensable In addition to organizing car events and exhibitions, the company promotes advertising campaigns on the internet and on the media, newspapers, … Through our defined strategies, we aim to increase the number of purchases above the set level, increase sales, increase% market share, increase the number of new customers, higher website visits, and more interactions social networks, order conversion rate, In addition, the company wants to create a great influence on all audiences so that everyone knows the Vinfast brand with the desire to reach out further in the market domestic as well as international car schools Table Of Contents I Background: The company was founded in 2017 by Vingroup The company designed its models with the help of Pininfarina, BMW and Magna Steyr and participated in the 2018 Paris Motor Show VinFast claims it will be the first volume automotive manufacturer in Vietnam as well as the first Vietnamese automaker to participate in a major international auto show VinFast broke ground in September 2017 on an 828-acre facility in an industrial park located on Cat Hai Island near the city of Hai Phong The investment is US $1.5 billion in the first phase of a program to make cars and electric motobikes at a greenfield factory on the facilities The company claimed that it has aggregated talent from multiple established companies and is sourcing European design, engineering, and production technology partners The first two vehicles that were shown at Paris motorshow in the fall of 2018 are the LUX SA2.0 and the LUX A2.0, designed by Pininfarina Additionally, General Motors recently announced a partnership between Chevrolet and VinFast VinFast will have exclusive rights to distribute Chevys in Vietnam and will take ownership of the existing General Motors (GM Korea) factory in Hanoi (VIDAMCO) That factory will then build a GM-licensed “all-new global small car” to be sold under the VinFast name VinFast signed two contracts with Siemens Vietnam, a unit of Siemens AG, for the supply of technology and components to manufacture electric buses in the Southeast Asian countries For the 2020 Vietnamese Grand Prix, VinFast will be the title sponsor It was announced on December 2019 that VinFast plans to market electric vehicles to the United States by 2021 In February 2020, ex-Holden engineers are being recruited by VinFast in Port Melbourne, making Australia the first overseas country to have a VF branch after the company moved in December 2019 The branch is known as VinFast Engineering Australia, staffed by ex-Ford, Holden and Toyota employees II Industry research: Overview of the electric car industry: a) Early period: Electric cars are not a new concept but in fact have a long history Since the beginning of the 19th century, vehicles powered by electric power have had a competitive position comparable to cars powered by steam engines Between 1832 and 1839, Robert Anderson of Scotland invented the first electric tram In 1842, American inventors Thomas Davenport and Scotsmen Robert Davidson became the first people to put batteries into use for electric cars By the 1865s, Camille Faure had succeeded in improving the ability to store electricity in batteries, enabling electric vehicles to travel longer distances France and the United Kingdom were the first countries to introduce electric cars in the transportation system by the end of the 18th century b) Weakening and disappearing: By the early 20th century, electric cars became weaker than cars using internal combustion engines due to the following reasons: At this time, major oil fields in the world were found to lead to lower prices of oil and derivative products around the globe The fuel problem for vehicles running on internal combustion engines becomes simple In terms of price, in 1928, an electric car cost about $ 1750, while a gasolinepowered car cost about $ 650 Technically, the technology of making internal combustion engines and the automobile industry made great progress: Charles Kettering invented the starter for gasoline cars, Henry Ford invented the internal combustion engine lower price, etc As a result, by 1935, electric cars were almost gone because they could not compete with cars powered by internal combustion engines c) The return and development: Starting in the 1960s and 70s of the last century, the world faced two major global issues: Energy issues: fossil energy sources such as oil and coal are not infinite, they are likely to be exhausted and non-renewable Vehicles directly using this source of energy (gasoline, oil) will certainly not exist in the future Meanwhile, electricity is a very flexible type of energy, it can be transformed from many other energy sources, including endless sources of renewable energy such as wind, solar, ocean waves, etc As a result, electric vehicles are the vehicles of the future transportation, especially cars Electric cars are the answer to this problem because they have no emissions at all Thus, we see that electric cars are the optimal solution for both major problems, which is why it has become a special concern since the second half of the 20th century, and has become increasingly Great concern of the automotive industry and scientists around the world d) Tesla prince the electric vehicle industry: California electric car maker Tesla Motors began developing in 2004, later becoming the Tesla Roadster (2008), the first product to be delivered to customers in 2008 Roadster was the first vehicle to be manufactured The all-electric series uses a lithium-ion cell battery that is allowed to travel on highways and is the first product of an all-electric vehicle capable of traveling more than 200 miles (320 kilometers) after each charge Tesla is named after electrical engineer, inventor Nikola Tesla The Tesla Roadster uses an AC motor based directly on Tesla's original 1882 design Tesla Roadster, the company's first vehicle model, was also the first car to use lithium-ion panels, the first electric vehicle to run more than 200 miles on a single charge In March 2012, Tesla sold more than 2,250 Roadsters to 31 countries Tesla stopped accepting orders for the Roadster in the US market in August 2011.Tesla introduced the Tesla Model S on March 26, 2009 As of March 2013, Tesla currently has around 3,000 full-time employees General market information: a) Key players: Tesla.Inc Over the past year or so, a number of carmakers like Audi, Jaguar and Porsche have launched new models to compete with Tesla electric cars Yet they have hardly made any impact, at least in the US The sales of Jaguar I-Pace, an electric sports car similar to the Tesla Model Y, reached just over 1,000 this year Porsche also reported similar sales for its electric car sedan, Taycan Audi, which has grown steadily in the US over the past decade, introduced the Etron sports car last year but sales were quite "out of reach" So far, Audi has sold less than 2,900 units In many states, E-tron is advertised at a price that is at least 13% lower than the listed price, which is unusual for the Audi brand General Motors is somewhat better off with the Chevrolet Bolt, which it introduced in 2016 It sold more than 8,000 Bolt this year Meanwhile, Nissan Leaf sales are just over 3,000 units Tesla is clearly operating at another level 56,000 new Tesla vehicles have been registered this year in 23 states, including California, Florida, New York and Texas Tesla's total sales in 50 states could exceed 70,000 Globally, the company sold about 180,000 vehicles in the first months Tesla's superiority can be partly explained by its pioneering beginnings Tesla has sold a significant number of electric vehicles since 2012 The company and its CEO Elon Musk have built a passionate fan base Tesla has long introduced new technologies, while others are just trying to catch up, such as software updates or wireless bug fixes, to help car owners avoid the need for an agent Value of Tesla's core products: Tesla is always aiming to develop a vehicle that is capable of moving at high speeds and accelerating fast, fashionable, but also environmental and convenient, scientific Since then Tesla has launched its core products such as Tesla motor S, Tesla Model X, Tesla model … Business model : Founded in March 1, 2003, Tesla has never had CMO-marketing director during its operations Tesla also does not hire any external agencies in charge of communication activities, no distribution agency system like some other famous car brands Since 2015, Tesla has not spent any money to run ads Not long ago, an investor suggested that Tesla should spend at least $ 50 on each car produced to advertise but CEO Elon Musk resolutely objected He even criticized other companies that only spend money to run ads, instead of improving products to become better Tesla places stores or galleries, in shopping malls, in 22 U.S states and Washington DC Consumers cannot buy a car at a store; They have to order on the Tesla Motors website The stores act as showrooms that allow people to learn about Tesla Motors and its models Galleries located in states with laws restricting the discussion of pricing, finance, test drives, and other restrictions Tesla's strategy of direct sales through its stores is a significant start in the modern business model in the US market Tesla, Inc is a manufacturer that sells cars directly to customers, while other manufacturers through independent dealers With this policy, Tesla will overcome the disadvantages of traditional sales model such as: - Do not interact directly with customers - Depends too much on a sales channel, when the channel changes policies, sales activities are affected - Uncontrollable wholesale price mechanism, dumping, reducing the rate of single closing - High cost of bringing in a new order - Unable to predict user trends Thanks to this model (Direct To Customer), Tesla owns impressive business results Last year, they sold nearly 400,000 cars, 1.5 times higher than 2018 and times more than 2017 In fact, the number of cars the company does not keep up to distribute and the only problem is that customers have to wait too long But now 48 states have laws that restrict or prohibit manufacturers from selling cars directly to consumers, and even though Tesla doesn't have independent dealers, dealer associations in many states have given many litigation against Tesla, trying to ban Tesla Toyota Vietnam ranked second, selling 79,328 Toyota cars and 1,511 Lexus cars, totaling 80,838 vehicles TC Motor ranked third, reaching 79,568 units, up 25% compared to 2018, its car is almost fully assembled If only the car segment, Toyota is still the "king" in Vietnam with 78,795 units The company mainly sells cars, with only one commercial vehicle being the Hiace, with modest sales of 533 cars throughout the year Ranked second is TC Motor 69,916 and Thaco comes third with 66,470 units Thaco has the advantage of selling all three brands, but separating each brand, Kia and Mazda sell less than Honda This shows that Japanese and American automakers have a relatively high market share in Vietnam This is more emphasizing about the outward preference of Vietnamese people The market for electric cars in Vietnam is also difficult to develop and many difficulties because at present, the infrastructure for electric cars is not completely suitable and convenient as possible, for example electric charging stations for motorcycles There is very little electricity even though electric motorbikes have been deployed in Vietnam for many years In addition, supporting industries in Vietnam have not really developed For a car, the details that make up are not simple Therefore, the company has components factories approved for investment policy, in the stage of contract signing and factory design, with diversified partners from Germany, USA, France and Thailand This is even more emphasized, to be able to produce a car made in Vietnam 100% absolutely not easy Years of research show that Vietnamese customers are a bit shy about buying highvalue items made in Vietnam, they are afraid of quality It doesn't matter if you buy food, drinks, or Vietnamese furniture But for complicated and expensive things like cars, they may be shy The final challenge is about new technology Batteries are not the only clean technology In 2015, Honda tested hydrogen technology on taxi models to prepare for the 2020 Tokyo Olympics Hydrogen fuel technology was considered cleaner than gasoline engines and batteries, and more convenient for users If Honda or the automobile companies apply this technology on future scooters and cars distributed in Vietnam, these are not small challenges for VinFast's electric car project III Situation Analysis After we conducted a survey with a customer group of 56 people as shown in the chart above, we have the following conclusions and surveys: In the Vietnamese market, the first car brand that the customer thinks about is none other than Mercedes, the German car company that has stormed Vietnam for many years and shaped with luxury and elegant style in mind Vietnamese consumers, so we can see that although they love cheap prices, what most customers like and want to aim for is the optimal luxury and elegance Out of 56 customers, up to 98.1% of customers know the car brand Vinfast, Vinfast has become more and more popular for all customers of different ages in Vietnam Customers know Vinfast in many different forms: Out of 56 customers, only 31% have the opportunity to experience a Vinfast car When asked whether customers want to use electric cars or gasoline engines in the future, 55.6% choose electric cars and 49.4% choose gasoline cars, showing that gasoline cars have gradually increased the trend, although the distance is not too large, is somewhat dominant and is an inevitable trend of the future car market With the opinions of customers, we form the price list of electric cars as follows: With the survey results, customers say that in the coming years when Vinfast produces electric cars, the number of customers who want to use is up to 96.3% and requires building more power stations to facilitate the migration transport and operate the company's electric cars Customers evaluate Vinfast cars as relatively good, they pay much attention to product quality and service quality when doing surveys, in which customers assess the importance of car quality when choosing products, accounting for 96 , 3%; service quality is 53.7%; Brand name 40.7% and price 51.7% Customers appreciate the Vinfast brand reputation, environmental protection, fuel economy, good quality and price However, in terms of design, there are still many customers wondering and thinking that Vinfast car design is not as beautiful as they expected 35.2% of customers said that the car's interior was not eye-catching, the operation was not smooth, the soundproofing was poor, the space was narrow; Those are the main weaknesses that customers think are not good and need Vinfast to improve The Vinfast car manufacturer rating table for customers to vote: IV Budget: TOPIC TIME Advertise on TV 30s channels like VTV3 COST NOTE 100.000.000VNĐ The time is at 19:55 after the 24/7 sports new ends Advertise on channels 30s HTV7-HTV9 25.000.000-33.000.000VNĐ The period is from 19:45 to 20:15 Do a TVC advertisement included Approximately 30,000,0001,000,000,000 VND in which: Depending on the cast and equipment, the cost may increase or decrease - Investing ideas - 1,000 - 5,000 USD - Actor selection - 300 -500 million VND - Key Opinions Leaders (KOLs) - Video recording equipment - Production crew /production personnel YouTube advertising reaches 100,000 viewers 20.000 USD Banner on Youtube 4.000VNĐ/1CPC Vinfast year-end concert show About 1-2 billion VNĐ Right position and in the video Total cost (BUDGET): 115,843.76$ - (2,692,000,000 VNĐ) The golden hours for advertising are considered as sacred hours of the day for products It is known that a commercial for about 30 seconds is broadcast on VTV3 at 19h55, which means that after the 24/7 sports news ends, the package price is 100,000,000 VND while also in that time frame VTV9 channel has The softer price is only about 30,000,000 VND As for the HTV7 & HTV9 channels, 25,000,000 to about 33,000,000 is the amount that needs to be spent in the period from 19:45 to 20:15 Also for HTV7, the world news advertisement (19:45) has a cost of 70,000,000 VND / program The price of a TVC clip does not have a certain number, but depending on the actual needs of customers, there will be many different prices However, the prices given are also carefully calculated based on many factors such as actors, filming equipment, location, production crew A clip with the lowest price is 30 million VND: his is a fee charged for a normal standard TVC, not too investment in technical terms or actors This TVC product may be the result of semi-professional or amateur promotional filmmaking groups Although the quality of advertising is normal but still widely used, the effectiveness of the message and communication effects will be lower than those of a large investment advertising price The highest price ad on billion: The reason TVC has such a high price is because businesses focus on investing in modern machines, famous actors like Tran Thanh, Minh Hang, Son Tung MTP or advertising uses many difficult techniques Usually, big businesses are willing to spend a billion to produce advertising films to assert their scale and attract customers With such a high TVC value, of course it would also yield a high amount of effective active communication Investment Ideas The most important thing when producing TVC advertising is probably the idea It is the new and different ideas that will make the value and effectiveness of a TVC One idea developed to make promotional videos is the result of hard work So the price to pay for consideration, creative thinking will usually cost from 1,000 to 5,000 USD Paid creativity includes draft ideas, storyboards, and brand research to come up with the right concept However, in fact, not all videos need to invest carefully in terms of ideas if the budget for production is limited There are also TVCs with a simple idea, parody or copy from an idea, sometimes when the brand has a preliminary idea, the cost of implementing the idea to produce production is about million - million Select Actor Considering the whole cost that constitutes the price of a promotional video, the cost for actors is more than the cost of producing a TVCs clip If you are willing to invest in TVC by inviting famous A-list actors like Pham Huong, Minh Hang, etc., the cost will be spent on such actors (including filming clips, using images, speaking, etc.) .) it can be over billion, while the production cost is only 300-500 million If you book new actors who can act and match your ideas and brands, the cost is about 1/3 of the production value of the clip Along with the cost of the actor, there will be other costs incurred such as casting costs, costumes, makeup, finding actors, so not to waste money and time for the actors The public opinion leader (KOLs) One of the tools used when the commercial clip is broadcast are the KOLs KOLs can be famous singers, actors, influencers in a field, hot faces to help promote advertising clips or reduce media costs Choosing the right KOLs with the TVCs campaign and ideas will help you create a terrible advertising push like the success of big brands like Bitis hunter, Omo, Tiki, Sometimes KOLs also selected as a part of the advertising campaign that businesses are willing to pay in addition to spending a sizable amount on actors Video recording equipment: When making a professional TVC, it is indispensable for the film equipment Perfect, eye-catching movies get when you invest in recording equipment Usually the manufacturers advise you to shoot the most expensive film equipment (Red Gragon, Arri, ) but sometimes the quality of the clip you not need When you invest a large sum of money you will not be afraid to upgrade and use modern rotating equipment with large models For example, if you want to have panoramic frames from above, the Drones also cost you a large amount of money to own before using them On the other hand, when shooting with high-end camcorders will also incur costs with professional auxiliary equipment such as lighting, lens, dolly, monitor, gimbal, You can not use daylight 1kg5 for kino, daylight red, arri machine is that must go with it M16, daylight 6kg4, However paying for the device means you will get sparkling beautiful frames, virtual pan, smooth and vivid images Production crew / production personnel: A professional production team is essential, even mandatory when doing TVC advertising, you have a good idea, good equipment, a famous actor, but you choose a production team with no experience, it will also throw it away money through the window Because in order to make a TVCs clip expressing all your ideas, the director, DOP, production director, post-production director, cameraman are extremely important decision makers Choosing the TVCs production team that is still inexperienced, lacking in shooting skills, you cannot make an impressive clip of TVCs with precise frames This is a factor that often leads to overspending while producing promotional videos if not carefully invested and selected However, with a clip of TVCs, even though the equipment is not too pro, the actor is not too good, the experienced director, dop and production director will handle it all for you YouTube ads have an average cost-per-view of $ 0.10 - $ 0.30 The average cost of reaching 100,000 viewers is around $ 20,000 V Timetable: Time Activities Establish an official social networking site for the event • Use blog post to outline mission topics • Update product notifications on all social networks • 8/2020 – early 2/2021 – 9/2020 11/2020 • • • Find media partners Contact The influencer/ KOL/ Artist Create ideas for product ads • • Shooting product promotional videos Post the news, product demo in Social media • • 12/2020 Paid advertisement screenings PR product through The influence/ KOL, Organize incentive and discount programs for customers who buy products (Combined with Vsmart to organize this event) • Early 1/2021- early 2/2021 Event announcements: including celebrity concerts + actual product experience on all social media sites and reputable media Early 2/2021 • Organize this event combine support from social media and journalists • VI Marketing mix: Marketing Mix (or Marketing Mix) is a concept commonly known as 4P marketing, including marketing tools used by marketers to achieve their marketing goals Marketing Mix 4P consists of basic elements: Product (Product), Price (Price), Place (Location), Promotion (Promote) These factors are also known as Mixed Marketing or Marketing Mix The level of success in applying 4P in marketing will greatly affect the company's revenue Product: Main product name: Vinfast electric car Vinfast currently has up to models of cars have been launched on the market and is coming in late 2020 Vinfast will launch the 6th model car and is the first electric car model of this company Vinfast's small electric car is temporarily called IDG EV A IDG EV A electric car emphasizes the width with definitive and dynamic lines For the domestic automotive products and industry, electric vehicles are a new product to the majority of customers and there are still not many car companies participating in this market in Vietnam Vinfast electric cars will have a lot of potential to meet and pioneer in the use of green cars to protect the environment in Vietnam in the coming years Although Vinfast cars have only been sold for nearly year, thanks to good product quality and beautiful models, Vinfast cars have ranked 5th in Vietnam after Hyundai, Toyota, and Kia and Honda As the first and only car company in Vietnam today, Vinfast should take advantage of opportunities and opportunities to seize, pioneer and promote the Vietnamese market of trending electric vehicles protect the environment and the future, implementing the strategy to cover the market of electric vehicles in Vietnam before other big automobile companies start to bring electric cars to Vietnam Vinfast's marketing strategy is the Market-Leading Strategy Vinfast's brand positioning is "The first automobile manufacturer in Vietnam" Because of the market leader strategy and brand positioning as the leader, Vinfast must be the leader In order to this, Vinfast needs the following elements: a) Leading manufacturing technology: VINFAST has and will continue to cooperate more technologically and technically with major European car and component manufacturers such as BMW, Siemens AG and Robert Bosch GmbH of Germany, Magna Steyr of Austria b) Leading design: Vinfast hired famous Italian designer ItalDesign and Italian design firm Pininfarina (ItalDesign famous designer associated with the names of Ferrari and Lamborghini) And in the future, Vinfast needs to have more innovative and breakthrough designs but still suit the tastes of future car users c) Diversified products: With the new electric car models Vinfast, there must always be different electric car segments for each segment, different target customers such as: - Model electric cars divided by life style: love sports, love speed, luxury, - Model of cars divided by market segment: Luxury, high-end, affordable d) Vinfast car quality: VinFast sedans and SUVs have good components The specifications of VinFast LUX A2.0 and SA2.0 have many points higher than many common cars of the same segment in our country today Vinfast car quality needs to be upgraded and improved more to meet international standards e) Production direction: Electric vehicle products will follow the direction of mass production to popularize and supply enough quantities for Vietnam and international markets f) Product attributes: Electric vehicles are a special item that customers only buy a few times in their life, this is an expensive item so it is necessary to understand the product attributes to make an appropriate marketing plan Price: a) Price strategy: Vinfast should use a market penetration price strategy Vinfast car prices must be cheaper than electric cars in the market in order to easily reach customers and better penetrate the market better as Vinfast has done with its cars: BMW quality but the price only at Mazda level With the cheaper price of electric cars in the world, Vinfast will have more opportunities to bring the experience of electric cars to Vietnamese people and have a larger number of consumers price of Vinfast The reasonable starting price for Vinfast is VND 700 million to VND billion by competitors such as Nissan Leaf (the world's best-selling electric vehicle costs VND 750 million and imported to Vietnam is VND 1.5 billion while Tesla with the cheapest model is Tesla S imported to Vietnam cost more than billion) Vinfast does not use the strategy of skimmed milk price (high price) because Vin is a new member who has not entered the industry yet b) Discount policy: Apply the discount policy and adjust the price for electric cars such as exchanging used cars for new ones, the program of giving high value vouchers when buying a car, integrating a home to buy electric car vouchers or combos buy a house and a car, a lucky customer program, … c) Payment policy: Paying for Vinfast electric cars is the same as Vinfast's gasoline / oil models paid in full by cash, installment payment or via bank payment Place: d) Place: Vinfast instead of setting up its own distribution system, from the beginning, it bought the entire Chevrolet car distribution system in Vietnam Immediately Vinfast has a relatively wide distribution system that takes many years to be formed if it is made from the beginning, these distribution locations will be the place for Vinfast to officially sell its car products e) Form: Vinfast should choose the form of wholesale distribution, 1-level distribution channel (Vinfast -> Distributors -> Car buyers) and in the future Vinfast should also have a car sale service on its website Vinfast should set standards for recruitment and distributors support policy From there inviting units and individuals who are distributing other cars such as Ford, Honda, Mazda, Kia, Suzuki to participate in Vinfast's car distribution In addition to building strong distribution channels, Vinfast will sponsor and cooperate with line ministries and local governments to use Vinfast cars for public and public transport systems similar to Vinfast's Signed a contract to supply 1500 vehicles for FASTGO to enter the technology vehicle market Cooperating to make Vinfast LuxA and LuxSA cars as vehicles for the Traffic Police industry f) Manufacturing If on schedule, VinFast's electric car model for the US market will appear at the Los Angeles Auto Show in November 2020 Mass production time is expected in July 2021 Promotion: a Exhibitions, trade shows, events: If true to the plan, Vinfast will launch the electric car in Los Angeles Auto show a world-class event to confirm its position as a pioneer in the Vietnamese automobile industry No other Vietnamese automakers have appeared at the world's auto industry events Vinfast did it) The slogan that Vinfast uses "Intense Spirit of Vietnam" is also the display of the message "Pride of Vietnamese" In Vietnam, when Vinfast is launched, it will bring its electric vehicles to auto exhibitions and will organize the launch events themselves b) Internet: Vinfast will launch a promotional video for the launch of its electric vehicle on the website and youtube and run ads to increase coverage of the event to introduce the Vinfast electric car c) Media : Focusing on appearing in international, domestic and automotive magazines, advertising on television and preparing a series of continuous communication activities such as inviting the Prime Minister to test electric vehicles first in Vietnam, Chairman Vinfast himself experienced the quality of the car … VII Goals and Objectives: Marketing goals: Through our established strategies, we aim to purchase above the set level, sales, increase % market share, increase the number of new customers, higher website visits, and online interactions social, order conversion rates … Marketing objectives: In years, increase company sales by 25% by 2021 and 50% by 2022 by increasing advertising, introducing electric cars to customers that get the most interactions, the most known SMART OBJECTIVES Specific • Increasing Vinfast brand awareness with customers and shaping customers' minds in Vietnam about electric cars, covering Vinfast throughout Vietnam Measurable: • The target is to increase the number of people known to VinFast's electric vehicle line and brand by 50% Achievable • weeks ago, we conducted a survey and as a result, 51.7% of customers appreciate the prestige and expectations Increase advertising through the Internet, newspapers, TV ⇒ Possible Relistic • By increasing our advertising, we will help our website traffic grow fast, increase brand awareness, attract more potential customers to know and trust our products The competition for Vietnamese car brands on newspapers, television stations and internet is not too fierce, so it can be done Timebound • Within 18 months After product launch, we expect and intend that our products in the market will be positioned as the following in the electric vehicle market : PRICE QUALITY VIII Evaluation − Helping Vinfast's electric car products to become more popular and shaping the mindset of using electric cars in Vietnam − Help VinFast engage with their customers and find out what people are talking about VinFast − Use social media for advestising, promotional giveaways, voucher, car warranty promotions,… − Help VinFast to attract customers, get customers feedback and build customers loyalty IX Human Resources: − − − − − − − − − − − − Executive Summary : Trúc Linh Content list : Thanh Thiên Background:Huyền Mai Industry Research :Thanh Thiên Situation Analysis: Trúc Linh, Phúc Lợi, Lê Thành Budget : Huyền Mai Timetable : Trúc Linh Goals and Objectives : Huyền Mai,Thanh Thiên Marketing- Mix (4P) : Thanh Thiên Evaluation :Phúc Lợi PowerPoint: Lê Thành, Thanh Thiên Format and edit Word : Thanh Thiên, Huyền Mai ⇒ All members complete the quest 100% THE ELECTRIC CAR FUTURE CONVENIENT ... journalists • VI Marketing mix: Marketing Mix (or Marketing Mix) is a concept commonly known as 4P marketing, including marketing tools used by marketers to achieve their marketing goals Marketing Mix... understand the product attributes to make an appropriate marketing plan Price: a) Price strategy: Vinfast should use a market penetration price strategy Vinfast car prices must be cheaper than electric... Lợi, Lê Thành Budget : Huyền Mai Timetable : Trúc Linh Goals and Objectives : Huyền Mai,Thanh Thiên Marketing- Mix (4P) : Thanh Thiên Evaluation :Phúc Lợi PowerPoint: Lê Thành, Thanh Thiên