VINFASTS BRANDING discussions on the brands background, brand name, slogan, logo, colors, personality and value

On October 2, 2018, Vinfast officially introduced two Vinfast products: VinFast LUX A2.0 and Vinfast LUX SA2.0 at the Paris Motor Show.. Brand name: Many people think of "speed" when the

TABLE OF CONTENTS

3

VINFAST'S BRANDING

Discussions on the brand's background, brand name, slogan, logo, colors, personality and value.

8

ORGANISATION

The Organisation Structure of Vinfast

9

PRINT ADS

Our team's design for the company's print advertisment.

11

MARKETING CAMPAIGN

Discussions on the marketing campaign our group developed for VinFast

15

CURRICULUM VITAE

our team members' CV

5

CRISIS

VinFast and GoGoTV lawsuit

10

VINFAST ADVERTISEMENT

Discussions on VinFast's advertisments

14

TURNITIN RECEIPT

Logo and color:

VinFast logo is designed with 2 letters "V" 3D stacked on top of each other The letter “V” represents Vietnam, VinGroup, rising up In addition, the symbol "V" also affirms the

"Victory" There is only one symbol "V" in the VinFast logo, but it represents many meanings The image of the two letters "V" in the interlocking VinFast logo creates a close connection as if opening a new era of development Using delicate silver tones, the logo on VinFast cars shows class and elegance, especially prominent on the black and red tones Below is the word VinFast which also stands out in sparkling silver color

VinFast logo is designed according to simple criteria but conveys great communication meaning We can feel the pure Vietnamese

as well as another worldwide meaning, right

in the logo

Background

VinFast is one of many subsidiaries of

VinGroup founded by Mr Pham Nhat Vuong

VinFast or VinFast LLC, abbreviated as VF

with full name VinFast Production and

Trading Company Limited, is one of the

leading manufacturers of automobiles and

electric motorcycles in Vietnam, established

in 2017 The head office of this enterprise is

located in Hai Phong city On October 2,

2018, Vinfast officially introduced two Vinfast

products: VinFast LUX A2.0 and Vinfast LUX

SA2.0 at the Paris Motor Show This is the

first time the Vietnamese car brand has

appeared at the world's largest auto show

With Vingroup, in the future VinFast will be a

new and breakthrough field in the

development strategy, playing a key role of

the corporation

Brand name:

Many people think of "speed" when they hear

the word "VinFast," but this is not the case

VinFast is the abbreviation with the great

meaning of Vietnam Style Safety

-Creativity - Pioneer From the meaning of the

term, it is clear that there is a strong desire in

the automotive sector for industrialization and

modernization Not only VinFast, but also

VinGroup, are currently working to strengthen

and improve the country's economy

Furthermore, VinFast is the pride of Vietnam,

and it aspires to promote the Vietnamese

vehicle brand throughout the world

Smart Technology For The Future

Passionate Design

Slogan:

It can be seen that Vinfast uses a strong and

powerful slogan "Strong Vietnamese spirit"

towards a world-class Vietnamese brand with

the vision of becoming one of the leading

automobile and motorbike manufacturers

leading in Southeast Asia, so the slogan

carries a strong spirit to bring the Vietnamese

brand to the world The slogan is perhaps a

positive, inspirational message

Brand Personality:

Stylish Safe Creative Pioneering Proud

-Global

Brand Values:

With customer-centred philosophy, VinFast

smart cars are integrated with world's most

advanced techonologies, namely Al based

machine learning & deep learning, high-level

autopilot for a comfortable ride, immersive

entertainment & personalized experience

In collaboration with Pininfarina, a

world-famous car design firm, VinFast offers

premium & classy design for every line of car

Each model is packed with distinctive &

elegant exterior as well as modern interior

with meticulous attention to details

Excellent Experience

World-class Safety Standards

Understanding Polices

VinFast cars enable their owners to enjoy the best values of our ecosystem, from the Online-To-Offline business model that integrates e-commerce and in-person experiences at dealership, showrooms and charging stations nationwide, to outstanding after-sales service quality and dedication to customers

With customers assurance as the top priority, VinFast cars are equipped with state-of-art safety features to protect drivers and passengers, meeting the rigorous standards of the world's top vehicle assessment organizations, such as ASEAN NCAP, EURO NCAP, and NHTSA

VinFast always has the most beneficial sales and after-sales policy for customers VinFast

is also a pioneer in promoting the trend of using electric vehicles, towards a green and sustainable future with a battery policy and the only 10-year warranty on the market for electric cars

After just over a year of being on the market, VinFast is gradually showing the image of a Vietnamese car company for Vietnamese people, and is aiming to become a car company with the best customer service in Vietnam

2 During the crisis

On January 28, 2021, Mr Tran Van Hoang, owner of YouTube channel GoGo TV, uploaded a clip of more than 29 minutes to reflect on errors related to the white VinFast Lux A 2.0 car with license plate number 66A-139.45 that he is currently driving According

to Mr Hoang, he brought his VinFast Lux A2.0 to repair and maintain 10 times at VinFast's genuine service workshop However, the errors on the car have not been completely fixed, which made him feel tired when it took too long, and at the same time affected his work

1 Overview

VinFast is under Vingroup – the largest

private enterprise and one of the leading

technology, industry and service groups in

Vietnam VinFast's vision was to create cars

with a strong Vietnamese identity that would

represent the country and be competitive on

the global automotive stage VinFast stands

for: "Vietnam Style Safety Creativity

-Pioneer" (means: “Việt Nam – Phong Cách –

An Toàn – Sáng Tạo – Tiên Phong“) A name

that at first glance sounds very Western but

turns out to be very Vietnamese

VinFast's marketing strategy for products is a

market leader strategy VinFast's brand

positioning is "The first automobile

manufacturer in Vietnam'' They have

succeeded in creating brand identity

Everyone knows about VinFast now

Vinfast uses smart and powerful

communication strategies:

They enhance "national pride" in all

advertising strategies When the first car with

a Vietnamese brand name, owned by

Vietnamese people, will be produced in

Vietnam, launched at an international auto

show of the caliber like the Paris Motor Show,

it has created "a joy" national pride” stronger

than ever Thereby, enhancing the brand

positioning of Vinfast not only in Vietnam but

also in the world

The video on the GoGo TV channel caused a

stir in public opinion On the internet, many

people criticized Mr Hoang, saying that he

was giving false information and had bad

intentions Meanwhile, many other opinions

believe that Mr Hoang as a customer has the

right to speak up when the product he bought

is faulty Public opinion also questioned the

quality of VinFast's products as well as

expressed concern about VinFast's

reputation

As for VinFast, they announced this incident

on the official Facebook page

VinFast affirms that they always listen to

customers' comments about the product, but

will not tolerate behavior that causes

confusion for users Therefore, VinFast

officially announced the lawsuit against Mr

Tran Van Hoang, owner of YouTube channel

GoGo TV

3 After the crisis

Since it is unclear whether the dispute between VinFast and GoGoTv was taken to court, it is impossible for us to conduct an analysis on the result of this case However,

to hypothetically analyze the probable lawsuit

is possible, thus our goal is to divide the outcome into two scenarios: one is VinFast win the case against GoGoTv and the other is opposed

If the authorities had have enough evidence

to confirm that GoGoTV was spreading false information on VinFast, Mr Hoang must immediately correct it and remove the false content from social media Moreover, it is possible that the owner of GoGoTV has to pay a fine of up to 20 million Vietnam Dongs With VinFast's victory, the public opinion might be mixed On the one hand, people would have more trust towards VinFast, since the brand was falsely accused of having malfunctioned cars On the other hand, VinFast can lose future customers, due to the fact that the brand might sue their clients

However, the internet is becoming more ingrained into people's daily lives, with billions

of international social media users spreading information rapidly Nowadays, the wide spreading of false news can be detrimental not just to individuals, but also to organizations, businesses, and even countries Thus, VinFast winning the case against their own customer will create a deterrence premise, preventing similar cases

of false accusations in the future

4 Lesson learned

Before putting information regarding products

from particular companies, especially when

the information is rather controversial and

debatable, be certain to consider all the

possible outcomes and consequences

If one does decide to propagate information

about others’ possessions or assets,

especially in a critical manner, it is crucial that

they need to have appropriately supporting

evidence, proof, or facts to support their

argument This is because without the

required verification for their claim, such acts

would be considered slander, which is a

crime in most nations across the globe

Consequently, the one spreading harmful

information could be faced with a lawsuit by

the opposing party

Although Vin Fast has announced a lawsuit

against Mr Hoang, so far there has not been

any official information about this case

Each person will have their own thoughts, but Vin Fast's handling of this media crisis can be considered a success

Firstly, as soon as there was a crisis, Vin Fast explained and received the incident immediately to reassure public opinion and consumers

Second, the enterprise has taken legal measures to protect the brand and ensure business operations When the law intervenes, consumers will trust more Vin Fast products This will help maintain the reputation of the business

Finally, suing customers can cause businesses to lose customers in the future However, in this case, Vin Fast's solution will gain more than lose In the future, no one will dare to do things that damage the reputation

of the business and they will not be entangled

in crises like this for the second time

The Organisation Structure of Vinfast

Thêm tiêu đề phụ

VinFast is a member of Vingroup, one of

the leading conglomerates in Asia The

brand is a global, smart #EV company

accelerating the electric revolution by

delivering high-quality products and

advanced innovation opportunities

VinFast represents the product of our

aspiration to launch a distinctive,

world-class automotive brand within Vietnam,

and demonstrates the ability of the

Vietnamese people to skillfully implement

cutting-edge technology The development

of the automotive manufacturing industry

will have a profound influence on the rise

and growth of a myriad of other industries

Vingroup’s aim is to bolster to the industrial development of Vietnam, and spearhead the modernization of the country Aiming for a rich product portfolio including e-scooter, gasoline vehicles (sedan, SUV, hatchback), small electric vehicles and electric buses and an expected capacity of 250,000 cars in the first phase and 500,000 cars in the next phase, VinFast are partnering with leading OEM’s and are investing heavily in technology and people to build a world class operation Based in Hai Phong, Vietnam, construction is well underway, with e-scooters scheduled to be produced from Q3 2018 and Q3 2019 for vehicles

When mentioning the phrase "environmental pollution", people often immediately think of the image of smoke emitted from cars, but with VinFast's electric vehicle product line, that image has disappeared Electric vehicles are a means of transport that do not directly emit emissions into the environment, helping to minimize air pollution as well as global warming People are becoming more and more concerned about environmental conservation and to do that, first of all, change the means of transport to be more environmentally friendly with a Vinfast’s electric car And then “Let nature thanks you”

Middle and upper class

Want to show self level

High demand for mobility

Enjoying lifestyle

Want to receive more offers and save

money

Situation:

Time: early Nov - late Dec

This is the time when people's shopping needs

increase It is also a good time to review your

personal finances and set goals for the coming

year With abundant financial resources, people

will think a lot about buying a new car

Moreover, this is also the time to discharge

goods, to push sales of old model cars and to

launch new models Used car models need to

be sold to recapitalize and make room for new

cars Another issue is that at the end of the

year, traffic accidents increase, so people have

a need for health insurance

Psychographic Segmentation:

Objective:

When buying a VinFast car, customers will

receive a Vinmec Ruby health insurance card at

Vinmec hospital With this marketing

campaign, VinFast hopes to boost sales at the

end of the year and offer preferential services to

customers to increase the number of loyal

customers This campaign not only benefits

VinFast but also advertises Vinmec hospital,

further reinforcing Vingroup's brand

At the end of the year, people often want to treat themselves or give their families gifts as a reward for a hard year And VinFast always wants their product to be one of those meaningful gifts VinFast focuses on middle and upper-class customers, and with this campaign, VinFast continues to retain existing customers Moreover, the whole country had to go through

an extremely difficult epidemic year

Through this campaign, VinFast wants customers to see the care and support from the brand, especially the safety when they trust and choose the VinFast brand

The months-long social distancing combined with the reduction of sports activities has made everyone's health somewhat worse The epidemic also makes people more concerned and worried about their health, so a health insurance card at a prestigious hospital worth VND 30 million is very meaningful and brings great benefits to customers: The membership benefits of the Vinmec Ruby health insurance card are a free unlimited number of polyclinic, specialized, on-site examinations with an appointment and emergency examinations It can reduce the cost of many other medical services by 30-50%