Vietstar Airlines - Group 5 - Ko Tvc Để Nộp Lms.pdf

VIETSTAR AIRLINE INTERGRATED MARKETING COMMUNICATIOPNS LECTURER LÊ HỒNG ĐẮC GROUP 5 CLASS B04E Presenter ：Group 5 Date：2021 TRẦN LÊ TƯỜNG VY TRẦN THỊ HOÀNG ANH ĐINH THỊ LINH NHI PHẠM THỊ MỸ LINH NGU[.]

VIETSTAR AIRLINE

INTERGRATED MARKETING COMMUNICATIOPNS

LECTURER : LÊ HỒNG ĐẮC GROUP : 5 - CLASS: B04E

Presenter ：Group 5 Date ：2021

TRẦN LÊ TƯỜNG VY TRẦN THỊ HOÀNG ANH ĐINH THỊ LINH NHI

PHẠM THỊ MỸ LINH

NGUYỄN THỊ NGỌC MAI

LÊ VŨ THU NGÂN

STRATEGY

COMPANY - PROGRAM

INTRODUCE

TRẦN LÊ TƯỜNG VY

VIETSTAR AIRLINE

In 2010, Vietstar Airlines was established and located in Ho Chi Minh City, Vietnam

In September 2019, Vietstar Airlines officially launched the brand "Fly VIP by Vietstar Airlines" - the first and

02

03

Provide passenger, luggage and

cargo transportation services

Air taxi service by small aircraft for customers who need to move quickly

Other services related to the general operation of the specific aviation industry

TRẦN LÊ TƯỜNG VY

• Ensures to bring customers the best

quality service and great experiences in terms of privacy.

• Speed.

• Convenience.

• Most suspicious.

TRẦN LÊ TƯỜNG VY

AIRCRAFT IN SERVICE ORDERS

1 EMERGENCY

FLYING SERVICES

2 PRIVATE RENTAL AIRLINES.

3 BUSINESS RENTAL AIRLINES.

TRẦN LÊ TƯỜNG VY

OBJECTIVE

INSTRUDUCTION OF THE PROGRAM

TRẦN LÊ TƯỜNG VY

The number of flights using popular wide-body aircraft decreased in the first 10

months of 2020

CAMPAIGN

TRẦN LÊ TƯỜNG VY

The rich choose private flights to ensure safety during the Covid-19 pandemic

• 40% of the reason for renting a plane is because of Covid-19

CAMPAIGN

TRẦN LÊ TƯỜNG VY

“ ĐẲNG CẤP TRONG TẦM TAY –

VIETSTAR AIRLINES ĐẾN NGAY”

MESSAGE

TRẦN LÊ TƯỜNG VY

ĐINH THỊ LINH NHI

z

This is a factor that affects all business industries in a territory, institutional and legal factors can threaten the viability and development of any industry.

Vietnam has a stable political system, a stable mechanism is a premise for long-term business development, along with a complete legal apparatus, creating confidence for businesses.

ĐINH THỊ LINH NHI

ĐINH THỊ LINH NHI

• Vietnam's economy is changing face,infrastructure is upgraded, investment isincreasing

• Vietnam's economy achieved a relatively highgrowth rate However, the third wave ofCOVID-19 epidemic broke out during the Tetholiday in 2021, causing the revenue of theaviation industry to decrease by 80%compared to the same period in 2020.Forecast of transportation activities Theaviation industry will continue to facedifficulties in 2021

Currently, Vietnam is in the period of

"Golden population structure" due to the

rapid change of population structure by

age.

With economic development and integration

with major cultures in the world, living

standards are increasingly raised, leading to

higher and higher human needs The demand

for travel is great, especially by plane.

SOCIETY

ĐINH THỊ LINH NHI

• Technological change has had the most direct and strongest impact on the business

of the airline industry It not only ensures safe flights, but also involves many other

activities in the air transport business.

• The first is aircraft manufacturing technology.

• The second technology affecting the air transport business is the Internet and

computer networks.

ĐINH THỊ LINH NHI

PHẠM THỊ MỸ LINH

SWOT

ANALYSIS

S trengths

• The target market is the North-South

domestic axis, Northeast - Southeast

Asia as the first passenger and cargo

airline in Vietnam

• Airlines are operating in the

domestic market with the type of

"civil aviation" - Vietstar is different

from "general aviation"

• FLY VIP service - "air taxi": a business

jet charter service with 5-star service

and a team of professional pilots

New type compared to Vietnam, no

airline has deployed this type

W eaknesses

• Having to compete in markets where famous airlines already exist,

especially in the Thailand

• Advertising communication is not widespread

• Fares are higher than other airlines

• FLY VIP service has not been applied much in Vietnam

• The revenue scale of Vietstar Airlines

of VSA Corp is still too small

PHẠM THỊ MỸ LINH

O pportunities

• Vietnam is emerging as a popular

tourist destination.

• Vietnam's geographical location is very

convenient for transporting passengers

from Southeast Asia to Northeast Asia.

• FLY VIP service - Vietstar Airlines

expects to be able to deploy SOS

emergency service by plane In

Vietnam, there are currently no units

implementing this type And Vietstar

Airlines is connecting with major

emergency centers and hospitals on

domestic and international flight

• Leading Southeast Asian airlines such

as AirAsia and Lion are both planning

to set up joint ventures in Vietnam.

• Airlines operating in the domestic market that are well known by the market include Vietnam Airlines, Vietjet Air, Jetstar Pacific, Vasco and Bamboo Airways.

PHẠM THỊ MỸ LINH

MARKETING

STRATEGY

NGUYỄN THỊ NGỌC MAI

Gender Males & Females

Occupation Businesses, politicians,

celebrities, millionaires

Income > 1 Billion VND/ month

NGUYỄN THỊ NGỌC MAI

Social class Upper upper classUpper class

Lifestyle

Busy Transfer ragularly

Luxury Rich Enjoy

Personality

Determined Ambitious Trendy Show-off

Demand

Using a very luxury service Demonstrate status

Save time Safe Private Convenient

NGUYỄN THỊ NGỌC MAI

TARGET SEGMENTATION

NGUYỄN THỊ NGỌC MAI

DEMAND IN PANDEMIC

• To ensure safety when traveling during the pandemic season, many wealthy people have chosen to hire a private jet.

• Limited contact in crowded places.

• Return to the country to avoid the pandemic and treat the disease.

High Quality

High Price

POSITIONING

NGUYỄN THỊ NGỌC MAI

IMC MIX

INNOVATION - ADVERTISING - PR

NGUYỄN THỊ NGỌC MAI – TRẦN THỊ HOÀNG ANH

Cognitive Stage Affective Stage Behavior Stage

Awareness Customers pay attention to the brand through advertising

evaluate it.

Trial

Vietstar Airlines run a campaign that popular Vlog-ers (have knowledge and experiences in aviation) reviewing inside a plane to provide more necessary information about

the service

Adoption Customers are convinced and decide to use the service.

Advertising on newspapers: Zingnews, Thanh Nien

ADVERTISING - AWARENESS

NGUYỄN THỊ NGỌC MAI

Advertising Print Ads and achivements on magazine, website.

Some of VietStar achivements:

• VietStar Airlines is the first airline inVietNam to be granted an AOC for businessjets

• President Truong Tan Sang visited andencouraged the company’s officers andemployees

• The Director of the Department of Planningand Investment of the Ministry of NationalDefense visited and worked at the company

Số 0 THỨ HAI Gía 000đ

Vie ar Airline ra m d ch

ba VIP i n

Cuối tháng a qua Vietstar Airlines trở thành hãng hàng không đầu tiên đ ợc cấp ch ng nhận khai

thác tàu ba Aircraft Operator Certificate AOC cho má ba phản l c th ơng gia t C c Hàng

không Việt Nam

Mới đâ hãng chính th c triển khai cung cấp dịch thuê má ba phản l c th ơng gia cho các cá

nhân tổ ch c doanh nghiệp trong à ngoài n ớc ới tên gọi Fl VIP ph c mạng ba sân ba

trong n ớc hoặc hành trình kh hồi t Việt Nam đến các quốc gia châu Á Thái Bình D ơng trong tầm

ba tiếng

ADVERTISING - AWARENESS

NGUYỄN THỊ NGỌC MAI

TRẦN THỊ HOÀNG ANH

ADVERTISING

AWARENESS

TRẦN THỊ HOÀNG ANH

ADVERTISING

AWARENESS

TRẦN THỊ HOÀNG ANH

ADVERTISING

AWARENESS

TRẦN THỊ HOÀNG ANH

ADVERTISING

AWARENESS

TRẦN THỊ HOÀNG ANH

ADVERTISING

AWARENESS

TRẦN THỊ HOÀNG ANH

ADVERTISING - AWARENESS

“ FLY VIP” SERVICE

• VIP flight back to VN in

PR ON YOUTUBE

• This channel is popular and easy to keep in

touch with customers

• Trader do not have a habit to use social media

much, they prefer Youtube instead

• Vietstar should PR on this channel to collect

customers’data with rating and reviews; the

more subscribers, the more contacts TRẦN THỊ HOÀNG ANH

Buzz Marketing

• We will hold a launch event at the

same time for customers to experience

visiting the aircraft for VIP flight

service They can visit the pilot's

cockpit to the luxury seats, modern and

comfortable for passengers, and at the

same time will show customers the

benefits to use the airline's VIP flight

service.

• After visiting, some of them are

Vlog-ers and they filmed the process then

posting on social media to make

contact and introduce the brand to

more people so that we can increase

brand awareness.

TRẦN THỊ HOÀNG ANH

BUDGET – SALES FORECAST

MARKETING COMMUNICATION MIX

LÊ VŨ THU NGÂN

Description Category Level ABudget > 300 mil Level BBudget 100-300 mil Level CBudget < 100 mil

Post-production

Painting (33 pictures)- Script ( )

Storyboard-X

Airport - Inside

Fanpage “FLY VIP “ on Facebook

5.000.000 VND 10 50.000.000

4

Pr on Magazines, Newspapers

44.600.000 VND 5 223.000.000

5

Seeding Service (Youtube, FB)

SALES FORCAST

LÊ VŨ THU NGÂN

BUSINESS RESULTS

LÊ VŨ THU NGÂN

GDP GROWTH IN 2010-2020

YOUR TEXT HERE

MARKETING COMMUNICATION MIX

LÊ VŨ THU NGÂN

Mission August September October November December Accountability

TVC Online Script &

Browse script

Run TVC(

Youtube,

Facebook) Day 1-20 Day 16-31 Day 18-25 Day 1- 14 Team

Advertising“FLY VIP” Service

Pr magazines,

newspapers Day 1-15 Day 1-20 Day 1-15 Day 1-17 Day 1-14 Team

Event “Dang cap

trong tam tay”

THANK YOU