FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS (IMC)

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 VinF

MINISTRY OF FINANCE UNIVERSITY OF FINANCE –

MARKETING FACULTY OF MARKETING

Subject code: 2221702049706 Class: CLC_20DMA06

FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATIONS

(IMC)

Vo Minh Thanh 2021008547 Nguyen Linh Nhi 2021008505 Nguyen Thi Bich Ngoc 2021008497

Ly Hong Pham 2021008521 Tran Hong Thy 2021008564

Ho Chi Minh City, 2022.

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TABLE OF CONTENTS

LIST OF ABBREVIATIONS

LIST OF TABLES

EXERCISE 1

1 Explain the communication process

1.1 The elements

1.2 The process

1.2.1 Source Encoding: The sender encodes the message

1.2.2 Message

1.2.3 Channel

1.2.4 Receiver/Decoding

1.2.5 Noise

1.2.6 Response/Feedback

2 Example

2.1 Sender and the source

2.2 Receiver

2.3 Channel

2.4 Encoding

2.4.1 Verbal

2.4.2 Graphic

2.4.3 Musical

2.4.4 Animation

2.5 Decoding

2.6 Noise

2.6.1 Resulting from the receiver’s own issues

2.6.2 Resulting from the receiver’s external environment

2.7 Response & Feedback

EXERCISE 2

1 Introduction

2 Target Audiences

2.1 Group 1: Target Customers

2.2 Group 2: Educators

2.3 Group 3: Community members - mainly Saigonese

2.4 Group 4: Media

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2.5 Group 5: Intermediaries

3 Objectives

3.1 Business objectives

3.2 Marketing objectives

3.3 Communication objectives

3.4 Market potential

4 Overview

4.1 Product’s Analysis(VF8)

4.1.1 Positioning

4.1.2 Key attributes

4.1.3 Some key stores in HCMC, Ha Noi

4.1.4 Price range

4.2 Creative Strategy

5 Program

5.1 Internet Marketing

5.1.1 Objectives, KPIs & Timeline

5.1.2 Main Activities

A detailed content calendar for all will be shown in Appendix 1

5.1.2.1 Facebook/Meta

5.1.2.2 Instagram (Vinfastofficial)

5.1.2.3 Tiktok

5.1.2.4 Youtube

5.1.3 Internet Advertising

5.1.3.1 Facebook

5.1.3.2 Instagram

5.1.3.3 Youtube

5.1.3.4 Google (vinfastauto.com)

5.1.4 Budget

5.2 Advertising

5.2.1 Objectives

5.2.2 Timeline

5.2.3 Main Activities

5.2.3.1 iTVC

5.2.3.2 Out Of Home

5.2.4 Budget

5.3 Public Relations (PR)

5.3.1 Objectives

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

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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

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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

- 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 thescene 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 manytimes greater than others can do

Đưa con đi thật xa

Mẹ sẽ là cành hoaCho 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: "Hanh phúc nhé, con gai cua 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 nay 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

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

“Sông Như Y” 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

"sông như đúng y minh": 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

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 "Sông Như Y" 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, “Sông Như Y” 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 planet through green

-clean - safe movement Simultaneously, it inspires VinFast's customers to unite and

join hands in the electric vehicle revolution, creating a sustainable future for

everyone VinFast VF8 will use its advantages to convince customers in choosing

their 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 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:

- 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

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(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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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

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

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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

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

5.3.3 Activities

5.3.3.1 Press Conference (Appendix 6)

1) Target Audiences: Group 1 and The Media

- CEO of VinFast - Le Thi Thu Thuy

- The Media: Ô tô xe may, Kenh14, VNExpress, Tuổi Trẻ

- Car lovers

Vinpearl Luxury Landmark 81: 720A Dien Bien Phu, Binh Thanh District, HCMC

4) Timing: From 9:00 to 12:00 AM, 05/10/2022

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 (Ô tô xe may, 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.

- Influencers/KOLs: Ho Ngoc Ha Family

- The Media: Ô tô xe máy, Kenh14, Tuổi Trẻ và VNExpress

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 attractcustomers, the family of singer Ho Ngoc Ha was chosen because of its suitable characteristics and stronginfluence

- 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 (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.

- Influencers/KOLs: Ha Anh Tuan Singer

- The Media: Kenh14, Tuổi Trẻ, and VNExpress

3) Event: “Kiến tạo Thiên nhiên cùng VinFast”

4) Timing: 04/02/2023 to 05/02/2023.

5) Location: Dong Nai Cultural Nature Reserve.

6) 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 rừ̀ng” (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

Group 1 and The Media.

5.4.2 General Descriptions

In summary, VinFast will organize 3 scattered promotions from October 2022 to

March 2023, summarized as below with the overall goal of selling 3,000 cars

Detailed information about each program will be provided in the next section

Table 6: General Descriptions of Sales Promotion.

5.4.3 Detailed Descriptions

5.4.3.1 Chương trình “Xe cũ đổi xe mới”

a) Main Activities (Appendix 12)

Vehicles from any brand with a maximum use period of 7 years can participate in the

program “Xe cũ đổi xe mới” from VinFast The renewal program is not the first

time appearing in Vietnam, but buying other brands' cars is only available in

VinFast's program The preferential value will be deducted directly from the new car

sales price

When customers change cars from any brand, they will receive a discount of

10 million VND (maximum 100 vouchers)

In particular, customers who change from VinFast petrol cars to VinFast electric

cars will receive a very special offer, will have the opportunity to participate in the

sweepstakes with vouchers from 20 to 50 million, and will have a chance to

reduce up to 10% value of VF8 cars The awards include:

During the program, there will be 1 article (posted on Kenh14), 4 posts on

Instagram and Facebook to announce, update or summarize the program (3 on

Facebook and 1 on Instagram)

- Reach 30,000 Facebook and Instagram users

- 5000 visits to VinFast showroom

- 1000 VF8 electric cars sold

5.4.3.2 Program “Khách hàng Loyal”

a) Main Activities (Appendix 13)

- Incentives for customers who already own Vingroup products (VinFast petrol cars, Vinhomes)

- Customers who already own Vingroup products will be given priority to “Lái thử” the

VF8 electric car before the Lunar New Year (January 1, 2023 - January 20, 2023)

- And after the Tet holiday, you will get free “Bảo dưỡng xe - Tri ân khách hàng” after the period of use, this offer is applied from February 1, 2023 - February 16, 2023.

b) Promotional Activities

Regarding owned media, there will be a total of 7 Facebook and Instagram

posts throughout the program (5 on Facebook and 2 on Instagram)

5.4.3.3 Program“Hành trình mới, vi vu muôn nơi”

a) Main Activities (Appendix 14)

When customers buy a VF8 electric car, they will be given 2 Vinpearl tourist

tickets (400 tickets, the program will run until the tickets are sold out)

b) Promotional Activities

This program will take place on all VinFast distribution channels in Vietnam (online

and offline platforms) But posters and standees are only used at 12 3S showrooms

of VinFast in Ho Chi Minh City Online activities will include 4 social media posts

(3 on Facebook and 1 on Instagram)

c) KPIs

- 1,000,000 hits for all channels

- Number of free tickets: 400

5.4.4 Budget

The 3 activities mentioned above will cost about 3,580,500,000VND the

specific costs can be found in Appendix 15.

6 Measurement and Evaluation

The evaluation and measurement process will take place before, during, and after the

campaign occurs, which can be simplified as “putting the outcomes next to the

initial objectives - then make the comparison”

As stated above, there would be pretests, during, and post-tests for each activity

included in this IMC campaign For the pretest, we will use a combination of focus

groups and in-house team members for judging what will be publicized to the world

Through Comprehension & Reaction Tests, the evaluation and measurement at

this stage will mostly include issues related to POSM, OOH ads, Internet posts,

and iTVC

Most of the time, the use of focus groups will only be applied for key cases,

for example, special posts on social media Meanwhile, internal employees

will be utilized for other normal topics for the sake of saving costs

As for the during and post-tests, communication activities will mainly get measured

on how effective they are through a combination of several metrics covered by

each and every tool included in the plan (except for the OOH) Changes in these

metrics will be kept track by analytical platforms periodically so that real-time

results and suitable corrective actions may be provided on time The overall cost

for the Measurement and Evaluation will be 100,000,000 VND Details on these

types of tests can be found in Appendix 16.