FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS (IMC)

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 chang

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

Subject code: 2221702049706 Class: CLC_20DMA06

FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS

(IMC)

Ho Chi Minh City, 2022.

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

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

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 muôn nơi” 21

5.4.4 Budget 21

6 Measurement and Evaluation 21

7 Total Budget 22

REFERENCES 23

APPENDIX 24

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

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

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

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 isthat 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

2.1 Sender and the source

Generali Vietnam is the sender and elite artists Huu Chau and Nguyen Lam Thao Tam are the sources

- The father's talking with the teacher about his daughter's drawing: "Sao cô biếttrên 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

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

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

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

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 privateeconomic groups in Asia, founded by Mr Pham Nhat Vuong VinFast is an electriccar and motorcycle factory established in 2017, run by two executives JamesBenjamin DeLuca and Le Thanh Hai VinFast is an acronym for the phrase: "ViệtNam - Phong cách - An toàn - Sáng tạo - Tiên phong" After nearly 6 years ofcontinuous development, VinFast has brought itself many significant successes, aswell as many awards from famous voters (AUTOBEST, ASEAN NCAP, NHTSA inthe US and Europe) In 2022, VinFast launched a high-end smart electric car modelVF8 for the US, European and Vietnamese markets VinFast is committed toimproving vehicle design, quality, and technology along with customer service; at the

same time, building a sustainable future for people and the planet through green clean - safe movement Simultaneously, it inspires VinFast's customers to unite andjoin hands in the electric vehicle revolution, creating a sustainable future foreveryone VinFast VF8 will use its advantages to convince customers in choosingtheir new products.

-This integrated communication campaign was started from October 2022 to March

2023, with the desired result of creating awareness and love for VinFast in anaspirational way to make VinFast a wants of the target customer group (Vietnamesecustomers) Besides, it is possible to convince this group of customers based on thevalues that VF8 brings Through the campaign, VinFast aims to sell 10,000 carswithin 6 months with a budget of 12 billion VND

After the research on the target customer group, an idea of the campaign will be givenand then the main message used Through the integration of 4 tools: InternetMarketing, Advertising, PR, and Sales promotion, the campaign will convey a unifiedmessage on all platforms, ensuring the effectiveness of the campaign After planningall the details of each tool used in the campaign, a measurement and evaluationprocess will take place to ensure that all set goals are achieved

The VinFast VF8 advertising campaign in Vietnam is expected to be a source ofgrowth for VinFast in the Vietnamese market as well as attract a large number ofdomestic 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:

- 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 andvehicles, especially cars The main readers of those have matching characteristicswith VinFast's main target audience

- E-newspapers: Kenh14, VnExpress, Tuổi Trẻ,

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

(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

- 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

Big Idea

The world is constantly changing every day, technology is evolving The quality oflife has been improved, people need a quiet space to enjoy life, and want toexperience new things, and at the same time can contribute to the protection of theliving environment Therefore, VinFast has launched the VF8 electric car line to suitthe tastes of customers The top benefit of using electric vehicles is protecting theenvironment, contributing to reducing CO2 emissions - the leading cause of airpollution Thanks to the use of electric motors, electric vehicles operate smoothly andwithout noise Driving VinFast VF8 will bring you an exciting and outstandingexperience, not only limiting noise but also contributing to protecting the freshatmosphere

Key Message

VinFast understands that a noise-free living environment with clean, pollution-freeair is essential for people in this day and age VinFast VF8 will work with you toimprove 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

(1) Focus mainly on characteristics, functions and design.

(2) Big events and programs such as the launch of VF8

5.1.2.4 Youtube

The campaign plan will be implemented in 6 months In which, there will be 6 videosposted 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 (butadding 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 3.472.350.000VND, 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

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

b) Approach to identify a major selling idea: USP

The unique selling proposition (USP) used as the dominant factor in advertising is thehigh-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 tothe environment, helping to reduce local air pollution, especially in large denselypopulated cities Thanks to the use of electric motors, electric vehicles operatesmoothly and without noise This is considered an effective solution to clean the airquality, reduce noise pollution, improve the quality of life and human health Thiswill 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 firstautomobile manufacturer in Vietnam” When the first Vietnamese-branded electriccar, owned by Vietnamese people, to be manufactured in Vietnam, was first

introduced at the Los Angeles Auto Show 2021, creating "national pride" strongerthan 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 ofvehicle design, battery production, digital technology development and technologycompanies of Vingroup to bring smart, modern electric vehicles, world-class luxuryand modernity, making this proposition compelling enough to draw customers to thisproduct

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 thevehicle'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 thebrand 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 thecity center (one billboard per place)

Table 3: Billboards’ locations.

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

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: Ô tô 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 fromVinFast’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 (Ô tô xe máy, Kenh14, Tuổi Trẻ and VNExpress) plus 2 posts on Facebook and Instagram, being advertised

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 Hafamily

 Second, the staff will advise as well as help customers in experiencing theproduct

5) Promotional Activities:

VinFast will have posts on the media to announce the VinFast VF8 product

experience session to customers (Ô tô 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

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) Event: “Kiến tạo Thiên nhiên cùng VinFast”

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