MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING

Subject code: 2221702049706
Class: CLC_20DMA06

FINAL ASSIGNMENT
INTEGRATED MARKETING COMMUNICATIONS
(IMC)
Name
Vo Minh Thanh
Nguyen Linh Nhi
Nguyen Thi Bich Ngoc
Ly Hong Pham
Tran Hong Thy

Student code
2021008547
2021008505
2021008497
2021008521
2021008564

Ho Chi Minh City, 2022.
i


ii

Tên

MSSV

Đánh giá

Võ Minh Thành

2021008547

100%

Nguyễn Linh Nhi

2021008505

100%

Nguyễn Thị Bích Ngọc

2021008497

100%

Lý Hồng Phẩm

2021008521

100%

Trần Hồng Thy


2021008564

100%


TABLE OF CONTENTS
LIST OF ABBREVIATIONS..................................................................................................vi
LIST OF TABLES..................................................................................................................vii
EXERCISE 1............................................................................................................................1
1.

Explain the communication process.............................................................................1
1.1. The elements..............................................................................................................1
1.2. The process................................................................................................................1
1.2.1. Source Encoding: The sender encodes the message...........................................1
1.2.2. Message...............................................................................................................1
1.2.3. Channel...............................................................................................................2
1.2.4. Receiver/Decoding..............................................................................................2
1.2.5. Noise...................................................................................................................2
1.2.6. Response/Feedback.............................................................................................2

2.

Example........................................................................................................................3
2.1. Sender and the source................................................................................................3
2.2. Receiver.....................................................................................................................3
2.3. Channel......................................................................................................................3
2.4. Encoding....................................................................................................................3
2.4.1 Verbal...................................................................................................................3

2.4.2 Graphic.................................................................................................................4
2.4.3 Musical.................................................................................................................5
2.4.4 Animation............................................................................................................5
2.5 Decoding.....................................................................................................................5
2.6. Noise..........................................................................................................................5
2.6.1. Resulting from the receiver’s own issues...........................................................5
2.6.2. Resulting from the receiver’s external environment...........................................6
2.7. Response & Feedback................................................................................................6

EXERCISE 2............................................................................................................................7
1.

Introduction...................................................................................................................7

2.

Target Audiences..........................................................................................................7
2.1. Group 1: Target Customers........................................................................................7
2.2. Group 2: Educators....................................................................................................8
2.3. Group 3: Community members - mainly Saigonese..................................................8
2.4. Group 4: Media..........................................................................................................8

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2.5. Group 5: Intermediaries.............................................................................................8
3.

Objectives.....................................................................................................................8
3.1. Business objectives....................................................................................................8

3.2. Marketing objectives..................................................................................................9
3.3. Communication objectives.........................................................................................9
3.4. Market potential.........................................................................................................9

4.

Overview.......................................................................................................................9
4.1. Product’s Analysis(VF8)...........................................................................................9
4.1.1. Positioning..........................................................................................................9
4.1.2. Key attributes......................................................................................................9
4.1.3. Some key stores in HCMC, Ha Noi..................................................................10
4.1.4. Price range........................................................................................................10
4.2. Creative Strategy......................................................................................................10

5.

Program.......................................................................................................................11
5.1. Internet Marketing...................................................................................................11
5.1.1. Objectives, KPIs & Timeline............................................................................11
5.1.2. Main Activities..................................................................................................11
A detailed content calendar for all will be shown in Appendix 1...............................11
5.1.2.1 Facebook/Meta............................................................................................11
5.1.2.2 Instagram (Vinfastofficial)..........................................................................11
5.1.2.3 Tiktok..........................................................................................................12
5.1.2.4 Youtube.......................................................................................................12
5.1.3. Internet Advertising..........................................................................................12
5.1.3.1 Facebook.....................................................................................................12
5.1.3.2 Instagram.....................................................................................................12
5.1.3.3 Youtube.......................................................................................................12
5.1.3.4 Google (vinfastauto.com)...........................................................................12

5.1.4. Budget...............................................................................................................13
5.2. Advertising...............................................................................................................13
5.2.1. Objectives.........................................................................................................13
5.2.2. Timeline............................................................................................................13
5.2.3. Main Activities..................................................................................................13
5.2.3.1

iTVC.......................................................................................................13

5.2.3.2

Out Of Home...........................................................................................15

5.2.4. Budget...............................................................................................................15
5.3. Public Relations (PR)...............................................................................................15
5.3.1. Objectives.........................................................................................................15
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5.3.2. Timeline............................................................................................................16
5.3.3. Activities...........................................................................................................16
5.3.3.1. Press Conference (Appendix 6).................................................................16
5.3.3.2. Brand activation(Appendix 8)....................................................................17
5.3.3.3 Event Sponsorship (Appendix 10)..............................................................18
5.4. Sales Promotion.......................................................................................................19
5.4.1. Target Audience................................................................................................19
5.4.2. General Descriptions.........................................................................................19
5.4.3. Detailed Descriptions........................................................................................19
5.4.3.1. Chương trình “Xe cũ đổi xe mới”..............................................................19
5.4.3.2 Program “Khách hàng Loyal”.....................................................................20

5.4.3.3. Program“Hành trình mới, vi vu mn nơi”...............................................21
5.4.4. Budget...............................................................................................................21
6.

Measurement and Evaluation......................................................................................21

7.

Total Budget................................................................................................................22

REFERENCES.......................................................................................................................23
APPENDIX.............................................................................................................................24

v


LIST OF ABBREVIATIONS
Ad: Advertising
CEO: Chief Executive Officer
IMC: Integrated Marketing Communication
iTVC: Internet Television Commercials
LCD: Liquid-crystal display
HCMC: Ho Chi Minh city
KOL: Key opinion leader
KPI: Key performance indicator
PB/PG: Promotion boy/Promotion girl
PR: Public Relation
Q&A: Question and Answer
TVC: Television Commercials
TA: Target Audiences

VND: Vietnam Dong
OTS: Opportunity to see

vi


LIST OF TABLES
Table 1: Objectives, KPIs & Timeline of Internet Marketing...........................11
Table 2: Timeline of Advertising......................................................................13
Table 3: Billboards’ locations............................................................................15
Table 4: LCD’s locations...................................................................................15
Table 5: Timeline of PR....................................................................................16
Table 6: General Descriptions of Sales Promotion...........................................19
Table 7: Total budget.........................................................................................22

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EXERCISE 1
1. Explain the communication process
1.1. The elements
The major participants:
- The sender/source: the person or organization that has information to share
with another person or group of people (Sender)/an individual (a salesperson
or hired spokesperson, such as a celebrity, who appears in a company’s
advertisements) or a non-personal entity (the corporation or organization)
(Source).
- The receiver: the person(s) with whom the sender shares thoughts
information.
The major communication tools: message and channel.

The major communication functions and processes: encoding, decoding, response,
and feedback.
Noise: extraneous factors in the system that can interfere with the process and work
against effective communication.
1.2. The process
1.2.1. Source Encoding: The sender encodes the message.
The first step in the communication process is that the sender/source of
communication selects words, symbols, pictures, and the like to represent the
message that will be delivered to the receiver(s).
 This process (encoding): involves putting thoughts, ideas, or information into a
symbolic form.
1.2.2. Message
Resulting from the encoding process is the development of a message containing the
information/meaning the source hopes to convey.
This message may be verbal or nonverbal, oral or written, or symbolic, however,
regardless of its type, it must be put into a transmittable, appropriate form for the
chosen channel of communication.
In general, there are 3 decisions for marketers to make: the content, structure, and
design of the message.
1.2.3. Channel
After having the message to communicate, the sender selects which channel of
communication will be used.
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The channel is the method by which the communication travels from the
source/sender to the receiver. It contains two types, non-personal and personal, at the
broadest level.
1.2.4. Receiver/Decoding
After traveling over the channel of communication, the message gets read, heard,

and/or seen then decoded (transforming back into thought) by the receiver.
The receiver, with whom the sender shares thoughts or information, is the most
important factor in the communication process because when the receiver changes,
other elements also change.
This decoding process is heavily influenced by the receiver’s frame of reference or
field of experience, meaning the experiences, perceptions, attitudes, and values they
bring to the communication situation.
1.2.5. Noise
Throughout the communication process, there are extraneous factors that can distort
or interfere with the message’s reception.
Known as noise, this unplanned distortion or interference includes (but is not limited
to) errors or problems that occur in the encoding of the message, distortion in a radio
or television signal, and distractions at the point of reception.
Another factor that may cause noise is that the fields of experience of the sender and
receiver don’t overlap. This lack of common ground may result in the improper
encoding of the message— for example, when the sender uses a sign, symbol, or
words that are unfamiliar or have different meanings to the receiver. By contrast, the
more common ground there is between the sender and the receiver, the less likely it is
that this type of noise will occur.
1.2.6. Response/Feedback
Finally, after receiving the message, the receiver decodes the message and reacts.
Their set of reactions after seeing, hearing, or reading the message is known as a
response - the result of the communication process. Receivers’ responses can range
from nonobservable actions (storing information in memory) to immediate action
(clicking through an online ad to go to a marketer’s landing page/website or dialing a
toll-free number to order a product).
Then, the feedback (part of the receiver’s response that is communicated back to the
sender) may be created to start an interaction.
2. Example
Generali Vietnam upload TVC called “Sống Như Ý | Phim Âm Nhạc Cho Ngày Của

Cha | GENERALI VIETNAM” on Youtube on June 14, 2020.
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2.1. Sender and the source
Generali Vietnam is the sender and elite artists Huu Chau and Nguyen Lam Thao
Tam are the sources.
2.2. Receiver
Target customers of Generali Vietnam.
The community.
2.3. Channel
Youtube of Generali Vietnam.
2.4. Encoding
2.4.1 Verbal
Spoken
-

-

From the beginning to the middle of the video, the daughter's narration is
written into a song with the music "Bella Ciao" about the times when she did
things that did not go the way her father wanted but was still not punished. The
phrase that appears often is “con không giống ba từng ước mong”.
The father's talking with the teacher about his daughter's drawing: "Sao cô biết
trên đời này không có con sư tử nào có cánh?". The father wants his daughter
to be herself so that she can live the way she wants.

Written
-


-

At the beginning of the TVC, the word "Vu Quy" on the wall will tell the
viewer that the scene they are watching is a wedding ceremony and the
daughter is wearing a wedding dress in her own way.
The phone displays the phrase "It is always the people you love who hurt
you the most". The message conveyed is if we love someone, let's
encourage them to be themselves and support them in everything they want
to do; Because the pain we accidentally or intentionally create for them is
always many times greater than others can do.

Song lyrics
-

-

The song "Bella Ciao" is the main character's narration about the times when
she did things not as her father wanted. Not only did she not get punished, but
she also received support from her father.
The father used the lyrics in the song “Cho con” to respond to the daughter:
“Ba sẽ là cánh chim

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Đưa con đi thật xa
Mẹ sẽ là cành hoa
Cho con cài lên ngực”.
-


Through the father's singing, we understand the immense love of parents for
their children. Parents are always by their side, protecting and supporting their
children.

-

The father's speech in the end: "Hạnh phúc nhé, con gái của ba!". Through the
father's wishes, Generali Vietnam wants to send the message that parents
always want their children to live as themselves.

2.4.2 Graphic
Pictures
-

-

Image of a daughter being able to do what she wants in the wedding
ceremony.
The drawing "Lion with wings" is a subtle integration of Generali
Vietnam's image into TVC.
The picture commented on the status of his daughter "Trừ ông này ra"
shows the love of a father for his daughter. No matter what the kind of
children, they still mean everything to their parents.
Lion with wings - the logo of Generali Vietnam.

Drawings
-

The white chrysanthemum curtain represents filial piety.
Main colors: warm deep tones, mainly blue, red, and orange. Orange makes

the space cozy. Red is often associated with vitality and energy. Blue
represents relaxation. The above colors are suitable to show the warmth of
a family.

2.4.3 Musical
Voices
-

The gentle voice mainly appears through the lyrics, expressing all the
content of TVC, be as yourself, live as you want.

2.4.4 Animation
Action
-

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Actions: The father creates a room for his daughter to play the drums,
comments on the article, puts on makeup, calls the teacher, shows his


-

daughter that he wears different socks, empathy and understanding. All of
the above actions are to show empathy and share joy with the daughter,
want to do different things with her, and support her to live as she wants
and dreams.
Transitioning the scene of a father holding a child from the past to the
future, from childhood to adulthood, conveys the message that parents are
always solid spiritual support for their children, always protecting their

children.

Speed
-

The speed of TVC is fast at first and then slows down.

2.5 Decoding
The message that Generali Vietnam wants to share with audiences
“Sống Như Ý” spreads the light of joy, and optimism “La Dolce Vita” of the Italians the country of Generali Life Insurance. Wishing to encourage everyone to boldly
"sống như đúng ý mình": Life is just, don't think you have to have a life for anyone but live happily as you want, everyone please support and respect the people you love
to live as they please.
2.6. Noise
2.6.1. Resulting from the receiver’s own issues
Physiological noise
Related to their own abilities to see and hear or their state of health. While interacting
with the message they may be so exhausted or sleepy that they cannot pay much
attention to the information.
They do not have an overlapping frame of reference with the sender.
They may lack the necessary cultural or educational knowledge to understand
correctly what Generali Vietnam is trying to convey. In this case, the content creators
can be careless to the point of using strange jargon that leads to customers being
confused or misunderstood.
Their own lack of attention.
The receiver may be so uninterested in the message that they choose to do something
else instead, or multitask while receiving the message.
2.6.2. Resulting from the receiver’s external environment
Technical Noise: Problems concern technical equipment. Poor internet
connection/breakdown of devices (smartphone, laptop...) may lead to the audience
being unable to see TVC.

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Physical Noise: Interference comes from the environment in which the
communication is occurring. Customers watching the TVC may get interrupted by a
phone call, app sounds, or conversations with someone around them.
2.7. Response & Feedback
-

Views: Over 27 million views.
Likes: More than 7.7 thousand likes.
The awards "Sống Như Ý" achieved:
o Winner in the category “Marketing Campaign of the Year” awarded by
Insurance Asia News.
o Honored to be featured in YouTube's "Most viewed commercials on
YouTube Asia - Pacific" chart.
o In addition, “Sống Như Ý” also helped Generali Vietnam win the Gold
Award for “Brand Identity” at the MMA Smarties Awards 2020,
honoring achievements in the field of marketing.

EXERCISE 2
1. Introduction
VinFast is a member company of Vingroup, one of the largest multi-industry private
economic groups in Asia, founded by Mr. Pham Nhat Vuong. VinFast is an electric
car and motorcycle factory established in 2017, run by two executives James
Benjamin DeLuca and Le Thanh Hai. VinFast is an acronym for the phrase: "Việt
Nam - Phong cách - An toàn - Sáng tạo - Tiên phong". After nearly 6 years of
continuous development, VinFast has brought itself many significant successes, as
well as many awards from famous voters (AUTOBEST, ASEAN NCAP, NHTSA in
the US and Europe). In 2022, VinFast launched a high-end smart electric car model

VF8 for the US, European and Vietnamese markets. VinFast is committed to
improving vehicle design, quality, and technology along with customer service; at the
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same time, building a sustainable future for people and the
clean - safe movement. Simultaneously, it inspires VinFast's
join hands in the electric vehicle revolution, creating a
everyone. VinFast VF8 will use its advantages to convince
their new products.

planet through green customers to unite and
sustainable future for
customers in choosing

This integrated communication campaign was started from October 2022 to March
2023, with the desired result of creating awareness and love for VinFast in an
aspirational way to make VinFast a wants of the target customer group (Vietnamese
customers). Besides, it is possible to convince this group of customers based on the
values that VF8 brings. Through the campaign, VinFast aims to sell 10,000 cars
within 6 months with a budget of 12 billion VND.
After the research on the target customer group, an idea of the campaign will be given
and then the main message used. Through the integration of 4 tools: Internet
Marketing, Advertising, PR, and Sales promotion, the campaign will convey a unified
message on all platforms, ensuring the effectiveness of the campaign. After planning
all the details of each tool used in the campaign, a measurement and evaluation
process will take place to ensure that all set goals are achieved.
The VinFast VF8 advertising campaign in Vietnam is expected to be a source of
growth for VinFast in the Vietnamese market as well as attract a large number of
domestic customers.

2. Target Audiences
2.1. Group 1: Target Customers
Geography: Urban areas (especially big cities).
Demography:
-

Gender: Male.

-

Age: 30 - 55 years old.

-

Family size: Available to every family size.

-

Income: High class.

Psychology:
-

The self-respect of the nation.

-

Wanting to experience new things.

-


Being influenced by the "green lifestyle" trend.

-

Loving products with luxurious designs.

Behavior:
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-

Favorite sites: Facebook, Youtube, and Google.

-

Interests: Vehicles, sports, properties, ...

-

Favorite source of information: Family&friends, e-newspapers, TV, …

-

Benefits sought: Ways to self-express & comfortable feelings when using.

-

Purchasing channels: Physical stores.


2.2. Group 2: Educators
-

Influencers/KOLs: Ho Ngoc Ha Family.

-

Groups, Fanpages, and organizations specializing in vehicles, especially
cars, on Facebook.

2.3. Group 3: Community members - mainly Saigonese
2.4. Group 4: Media
Popular e-newspapers and magazines that usually have articles on technology and
vehicles, especially cars. The main readers of those have matching characteristics
with VinFast's main target audience.
-

E-newspapers: Kenh14, VnExpress, Tuổi Trẻ,...
Magazines: Xe 360, Auto5, Tạp chí bốn bánh,...

2.5. Group 5: Intermediaries
Partners in distribution channels, especially physical stores in HCMC.
3. Objectives
3.1. Business objectives
Sell 10,000 products (with Ho Chi Minh City as the focus).
3.2. Marketing objectives
Market penetration reaching 25% of the target audience.
3.3. Communication objectives
In 6 months, VinFast aims to:

(1) Brand awareness: Reaching 75% of target audience.
(2) Love the brand: Reach 60% of the known target audience.
(3) Purchase: 25% of the target audience liked VF8.
3.4. Market potential
Assumptions:
(1) Each customer buys only one VF8 vehicle.
xv


(2) The average price of a VF8 is VND 1,200,000,000.
Market potential = Population of Vietnam x % of people living in urban areas x % of
people 30-55 years old x % of people with income ≥50 million VND x Price x
Quantity purchased.
=> Market potential in Viet Nam = 99.050.227 x 38,05% x 36% x 10% x
1,200,000,000 x 1 = 1.628.148.011.335.200 VND
4. Overview
4.1. Product’s Analysis(VF8)
4.1.1. Positioning
“Triết lý cân bằng động”
4.1.2. Key attributes
Benefits of functions:
-

Enjoy ultimate comfort and convenience with the most advanced equipment.

-

Sleek and stylish design with a variety of colors.

-


Absolute product stability.

Long term benefits:
-

Contributing to the reduction of air pollution.

-

It is a car using advanced software, in the future VinFast will update and
improve many parts to increase the user experience.

Reasons to believe:
-

Vingroup is the first large corporation to produce electric vehicles in Vietnam.

-

The group is trusted and trusted by many people in the country.

4.1.3. Some key stores in HCMC, Ha Noi
1. Nguyen Van Linh Street, Tan Phong Ward, District 7, Ho Chi Minh City.
2. 464 Kinh Duong Vuong Street, An Lac A Ward, Binh Tan District, Ho Chi
Minh City.
3. 770 Nguyen Van Tao, Hiep Phuoc Commune, Nha Be District, Ho Chi Minh
City.
4. 382 Bach Dang, Ward 14, Binh Thanh District, Ho Chi Minh City.
5. 948 Quang Trung Street, Yen Nghia Ward, Ha Dong District, Hanoi City.

6. Floor L1, Vincom Center Pham Ngoc Thach, Kim Lien, Dong Da, Hanoi City.

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4.1.4. Price range
-

Eco version: 900,000,000 VND - 1,000,000,000 VND

-

Plus version: 1,000,000,000 VND - 1,300,000,000 VND

4.2. Creative Strategy
Insight
I am a successful, modern and eco-friendly man. I don't want to live in the polluted
and noisy atmosphere from the engine noise of the vehicles. I wanted to find
something different, when all current vehicles make noise and emit harmful
emissions into the environment.
Big Idea
The world is constantly changing every day, technology is evolving. The quality of
life has been improved, people need a quiet space to enjoy life, and want to
experience new things, and at the same time can contribute to the protection of the
living environment. Therefore, VinFast has launched the VF8 electric car line to suit
the tastes of customers. The top benefit of using electric vehicles is protecting the
environment, contributing to reducing CO2 emissions - the leading cause of air
pollution. Thanks to the use of electric motors, electric vehicles operate smoothly and
without noise. Driving VinFast VF8 will bring you an exciting and outstanding
experience, not only limiting noise but also contributing to protecting the fresh

atmosphere.
Key Message
VinFast understands that a noise-free living environment with clean, pollution-free
air is essential for people in this day and age. VinFast VF8 will work with you to
improve the environment, making life more quiet for a “Tương lai của hiện tại”.
Slogan “Tương lai của hiện tại”
5. Program
5.1. Internet Marketing
5.1.1. Objectives, KPIs & Timeline
Table 1: Objectives, KPIs & Timeline of Internet Marketing

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5.1.2. Main Activities
A detailed content calendar for all will be shown in Appendix 1.
5.1.2.1 Facebook/Meta
VinFast has groups with the names of major branches, each week there will be 5-6
posts on the brand's official accounts and more than 5 posts per week for related
groups. The contents of the post are summarized as follows:
(1) Focus mainly on characteristics, functions and design.
(2) Big events and programs such as the launch of VF8.
(3) Future goals.
5.1.2.2 Instagram (Vinfastofficial)
Instagram will get less attention so there will be only 2-3 updated posts per week
about this medium. These posts will be modified versions of those from Facebook.
5.1.2.3 Tiktok
VinFast currently owns a Tiktok channel with 34,800 followers specializing in
answering customer problems and listening to customers' comments after using VF8.
In addition to the content on VinFast's Tik Tok, it also works on topics. Topics

related to "how to" such as tips or things to do when buying a VF8. The frequency of
posting will be 2 videos per month.
xviii


5.1.2.4 Youtube
The campaign plan will be implemented in 6 months. In which, there will be 6 videos
posted related to VF8, with iTVC and other short videos. These short clips last from
15 to 30 seconds with the participation of famous artists/KOLs such as the Ho Ngoc
Ha family with the content revolving around the changed life since the appearance of
VF8.
5.1.3. Internet Advertising
As the flow is stopping at the Internet Marketing section, we now will move on to
online advertising first to keep the report seamless. The online ads included in this
report will take place on the same groups of platforms as in Internet Marketing (but
adding Google while minusing Tiktok). Detailed activities can be found in the tables
in Appendix 2.
5.1.3.1 Facebook
At VinFast's official page, many people are interested, so this platform will be as
important as the previous ones. Therefore, there will be at least 30 posts per month
divided into 4 categories: brand awareness, increase engagement, bring customers to
the event, disseminate current situations and promised future goals to bring customers
to experience the benefits that VF8 brings.
5.1.3.2 Instagram
As mentioned before, Instagram will be a less important platform in this campaign.
Therefore, only 10-15 posts (divided into 4 categories similar to Facebook) will be
promoted.
5.1.3.3 Youtube
VinFast will promote product information to customers through iTVC.
5.1.3.4 Google (vinfastauto.com)

Vinfastauto.com is the main website of the VinFast brand. When a customer visits a
link or a certain word is entered into a search engine related to VinFast, the customer
can search for anything related to the product and solve the problem. In addition,
there are services such as warranty, test drive registration, old collection and renewal.
5.1.4. Budget
All activities included in the this tool will cost around 3.472.350.000 VND, with the
details shown in Appendix 3.
5.2. Advertising
In this tool, the main target audiences will also be the ones in Group 1 with the
xix


Objectives are to reach:
5.2.1. Objectives
(1) Brand awareness: up to 90% of the target audience.
(2) Brand liking: up to 75% of those have already been aware.
5.2.2. Timeline
Table 2: Timeline of Advertising.

5.2.3. Main Activities
5.2.3.1 iTVC
a) KPIs:
- 12.000.000 reach
- 2000 engagement
- 2000 brand mention
b) Approach to identify a major selling idea: USP
The unique selling proposition (USP) used as the dominant factor in advertising is the
high-tech aspect of VF8. There will be 3 characteristics worth mentioning about
advertising as below:
1) It will focus on using electric motors that are environmentally friendly

and reduce noise.
Electric cars are developed with a positive impact on the environment. The structure
of electric vehicles has no exhaust pipes, thereby contributing to limiting emissions to
the environment, helping to reduce local air pollution, especially in large densely
populated cities. Thanks to the use of electric motors, electric vehicles operate
smoothly and without noise. This is considered an effective solution to clean the air
quality, reduce noise pollution, improve the quality of life and human health. This
will form an attractive proposition and a proven uniqueness claim to consumers.
2) A product from a Vietnamese brand, for Vietnamese people.
While the car companies present in Vietnam are from abroad. VinFast enhances
"national pride" in all advertising strategies. VinFast positions its brand as “The first
automobile manufacturer in Vietnam”. When the first Vietnamese-branded electric
car, owned by Vietnamese people, to be manufactured in Vietnam, was first
xx


introduced at the Los Angeles Auto Show 2021, creating "national pride" stronger
than ever.
3) The VF8 not only possesses high-tech features but is also very luxurious.
VinFast cooperates with a series of well-known international partners in the fields of
vehicle design, battery production, digital technology development and technology
companies of Vingroup to bring smart, modern electric vehicles, world-class luxury
and modernity, making this proposition compelling enough to draw customers to this
product.
c) Advertising appeals: Proud, luxurious.
An overly information-based marketing will have a harder time persuading
consumers when they are more likely to base their decisions on their emotions when
it comes to purchasing transportation-related products. Therefore, combining those
two would be the best option in this scenario.
Advertising will choose the need to communicate the individual's self-esteem and

pride as a Vietnamese as the basis for creative tactics in order to affect consumers
emotionally. Customers can express themselves and win others' appreciation and
admiration by displaying the VF8's opulent appearance. Advertising will highlight the
vehicle's technology and capacity to save the environment in order to appeal to
reason. By using this strategy, it will be simpler to depict VinFast as an aspirational
brand that truly knows its customers and to create a stronger platform on which to
grow brand love and awareness. After that, a stronger message is delivered to
persuade the buyer to make a purchase while also strengthening the bond between the
brand and the consumer.
d) Creative execution: Imagery
To convey both of these appeals, iTVC will use imagery execution.
Specifically, iTVC will focus on illustrating environmental pollution and the main
advantages of electric vehicles in actual use (by Ho Ngoc Ha's family use) to
convince consumers that it is modern and How luxurious it is when you drive it.
Visual elements (images, background settings, character costumes ...) will dominate
the ad, showing how electric vehicles impact the environment. Since then, the
aspirational image of electric vehicles and the brand itself will be communicated.
5.2.3.2 Out Of Home
a) Billboard
There will be billboards with pictures of VinFast VF8, campaign name "VinFast VF8
- Tương lai của hiện tại" and the car's features and utilities appear at locations in the
city center (one billboard per place).
Table 3: Billboards’ locations.
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b) Street furniture
Put 5 posters on the body of VinBus trams with the same content as billboards.
c) LCD
10 shopping centers, mainly Vincom, were selected to place 20 LCD screens (two

screens in each center) with short videos introducing VinFast VF8 products and
special features, non-polluting features environment and reduce noise.
Table 4: LCD’s locations

5.2.4. Budget
All activities included in the this tool will cost around 2,414,160,000 VND, with the
details shown in Appendix 5.
5.3. Public Relations (PR)
5.3.1. Objectives
VinFast VF8 sets goals in 6 months (October 2022 to March 2023):
(1) Increase Brand Mention on digital media by 70%.
(2) Increase active social media interactions between brands and users by 60%.
(3) Increase the Brand Interest Index to 40%.
5.3.2. Timeline
Table 5: Timeline of PR

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5.3.3. Activities
5.3.3.1. Press Conference (Appendix 6)
1) Target Audiences: Group 1 and The Media
2) Guest:
-

CEO of VinFast - Le Thi Thu Thuy.

-

The Media: Ơ tơ xe máy, Kenh14, VNExpress, Tuổi Trẻ.


-

Car lovers.
3) Location:

Vinpearl Luxury Landmark 81: 720A Dien Bien Phu, Binh Thanh District, HCMC.
4) Timing: From 9:00 to 12:00 AM, 05/10/2022
 Description
Organized primarily to introduce VF8, the press conference will include sharing from
VinFast’s CEO highlighted information about this electric car (the design inspiration,
functional benefits, differences from other cars, production process, and the like) plus
a Q&A session.
5) Promotional Activities:
To spread the information about this conference to target audiences, VinFast will
have articles booked from 4 media (Ơ tơ xe máy, Kenh14, Tuổi Trẻ and VNExpress)
plus 2 posts on Facebook and Instagram, being advertised.
6) KPIs
-

100.000 reach

-

500 engagement

-

150 participants (no The Media and KOLs included).


-

500 brand mention

-

500 positive sentiment
7) Budget

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This Press Conference will cost about 492,901,500 VND, with the details in
Appendix 7.
5.3.3.2. Brand activation(Appendix 8)
1) Target Audiences: Group 1, The Media and Educators.
2) Guest:
-

Influencers/KOLs: Ho Ngoc Ha Family.

-

The Media: Ô tô xe máy, Kenh14, Tuổi Trẻ và VNExpress.
3) Location:

Vinpearl Luxury Landmark 81: 720A Dien Bien Phu, Binh Thanh District, HCMC.
4) Timing: From 9:00 to 12:00 AM, 07/10/2022.
Description:
-


Focusing on sales and giving customers a trial experience of VinFast VF8.
To attract customers, the family of singer Ho Ngoc Ha was chosen because
of its suitable characteristics and strong influence.

-

Activities that will take place during the event:

 The first is the sharing of product experiences from the Ho Ngoc Ha
family.
 Second, the staff will advise as well as help customers in experiencing the
product.
5) Promotional Activities:
VinFast will have posts on the media to announce the VinFast VF8 product
experience session to customers (Ơ tơ xe máy, Kenh14, Tuổi Trẻ và VNExpress) and
2 posts on social networking platforms Facebook, Instagram. The above posts will be
promoted 3 days before the event starts.
6) KPIs:
-

100.000 reach

-

3.000 engagement

-

2.000 brand mention


-

400 participants (no Media and KOLs included)

-

2.500 positive sentiment

-

25 cars get sold

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7) Budget:
This Brand Activation will cost about 1,487,010,000 VND, with the details in
Appendix 9.
5.3.3.3 Event Sponsorship (Appendix 10)
1) Target Audiences: The Media, Community members and Educators.
2) Guest:
-

Influencers/KOLs: Ha Anh Tuan Singer.

-

The Media: Kenh14, Tuổi Trẻ, and VNExpress.


3)
4)
5)
6)

Event: “Kiến tạo Thiên nhiên cùng VinFast”
Timing: 04/02/2023 to 05/02/2023.
Location: Dong Nai Cultural Nature Reserve.
Description:

The program was implemented by 100 high school students from Vinschool Central
Park and 20 volunteers from the Youth Union. All are transported by VinBus (5
buses) to the participating location “Trồng cây gây rừng” (Dong Nai).
The program will plant 10,000 trees (about 4.000 VND/tree)
- First: Ha Anh Tuan will speak and plant the first trees.
- After that: Students will plant trees.
- Finally: 2 students will share their thoughts on the meaning of the program.
After that, interviewing Ha Anh Tuan's feelings about the value of planting
trees and about VinFast VF8.
7) Promotional Activities:
The details of the event were posted on 3 media (Kenh14, Tuổi Trẻ and VNExpress)
and 2 posts on Facebook, Instagram. These posts will be promoted.
8)
9)

KPIs:
120 participants (no Media and KOLs included)
30.000 reach
1.100 engagement
200 band mention

3.000 positive sentiment
Budget

This Event Sponsorship will cost about 318,675,000 VND, with the details in
Appendix 11.
5.4. Sales Promotion
5.4.1. Target Audience
xxv