Báo cáo cuối kỳ môn Truyền thông tích hợp IMC

Báo cáo cuối kỳ môn Truyền thông tích hợp IMC cho Công ty Vietstar Airline gồm phân tích doanh nghiệp và kế hoạch truyền thông cho Công ty. Unlike charter flights serving large groups of tourists, Fly VIP service of Vietstar Airlines is aimed at meeting the needs of business people and prominent figures in society. Therefore, the means of transport for this service are not ordinary civil aircraft with hundreds of seats, but business class jets.

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LECTURER: Lê Hồng Đắc

IMC PLAN

FINANCE HO CHI MINH CITY

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Table of Contents

INTRODUCTION 1

1.1 Overview 1

1.2 The Goal 2

1.3 Mission 2

1.4 Fleets 2

1.5 Fly “VIP” Service 2

PEST 3

2.1 P ( Political ) 3

2.2 E (Economic) 4

2.3 S ( Society ): 4

2.4 T ( Technology): 5

SWOT 6

3.1 Strengths: 6

3.2 Weaknesses 6

3.3 Opportunities: 6

3.4 Threats: 7

MARKETING STRATEGY 7

4.1 Marketing Objective 7

4.2 Target segmentation 7

4.3 Demand in pandemic 8

4.4 Positioning 8

OBJECTIVE AND INSTRUDUCTION OF THE PROGAM: 9

5.1 System objective in 2021- 2022 9

5.2 Message: “Đẳng cấp trong tầm tay - VietStar Airlines Đến ngay” 9

IMC Mix 9

6.1 Innovation Adoption Model 9

6.2 Advertising – Awareness 10

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6.3 PR 14

6.4 Innovation Adoption 15

BUDGET – SALE FORCAST 17

7.1 Budget 17

7.2 Sale Forecast 19

MARKETING COMMUNICATION MIX 20

CONCLUSION 21

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IMC FINAL REPORT

“VIETSTAR AIRLINES” - IMC PLAN

- The airline was licensed by the Department of Planning and Investment

of Ho Chi Minh City on April 27, 2010 and licensed by the Civil

Aviation Administration of Vietnam on June 16, 2011, only after more than 1 year of operation

- This is the first airline in Vietnam that is a joint venture between the private sector and the military

Vietstar Airlines will provide VIP flight services for domestic and foreign individuals, organizations and businesses This is the first airline

to be granted a commercial AOC for business jets in Vietnam The airline

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was granted the Aircraft Operator Certificate (AOC) on July 23, 2019 An AOC is a regulatory authority-approved certificate that grants an airline the right to operate an aircraft for commercial purposes or only within the scope of the certificate

1.2 The Goal

- Vietstar Airlines was established with the goal of providing passenger,

luggage and cargo transportation services for the increasing needs of

customers in the Vietnamese market, especially air taxi services by small aircraft For customers who need to move quickly In addition, Vietstar Airlines also provides other services related to the general operation of the specific aviation industry: Air Ambulance, aircraft maintenance and repair, ground service (including terminals passengers and aprons), training of human resources for aviation services (pilots, technical staff), …

1.3 Mission

- With modern and advanced infrastructure and experienced human

resources, Vietstar Airlines ensures to bring customers the best quality service and great experiences in terms of privacy, speed, convenience most suspicious

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Also a representative from Embraer, Embraer Legacy 650 is a high-class

business jet with the same amenities as Embreer Legacy 600 such as spacious cabin, bar, wifi, wardrobe, promise promises to bring you memorable

experiences on air journeys with Fly VIP Air

The Beechcraft King Air B300 is a modern, high-speed propeller plane,

carrying a maximum of 8 passengers; The aircraft is compact, but inside the luxurious cabin, it is guaranteed to bring you a great experience of privacy and comfort

1.5 Fly “VIP” Service

- In September 2019, Vietstar Airlines officially launched the brand "Fly VIP by Vietstar Airlines", "launching" the first and only business flight service in Vietnam today With modern, advanced infrastructure and experienced human resources

- The airline has officially launched the provision of business jet charter services for domestic and foreign individuals, organizations and

businesses, with the name Fly VIP, serving the network of 23 domestic

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airports, or passengers Round trip from Vietnam to Asia - Pacific

countries within 8 hours flight range

- Serving on Vietstar Airlines flights is a team of foreign pilots, ready 24/7 for passengers' travel requests The flight attendants are trained according

to a special program for the business class During the flight, customers can pre-order meals with menus from the kitchens of five-star hotels, arrange tables to sign business contracts, or relax and entertain through the TV screen system In addition, there is also high-speed Wi-Fi on board, meeting all the entertainment needs of customers

- In addition to luxury aircraft, the Fly VIP service of Vietstar Airlines also helps customers save time by eliminating the familiar procedures of

queuing for check-in, waiting for flight, and waiting for landing

PEST

2.1 P ( Political )

- Vietnam is considered to have the most stable and peaceful political environment With a stable political background leading to unoccupied airports, free skies, unregulated, favorable conditions for airlines to do business

- Vietnam is continuing to affirm its integration path, strengthen

multilateral and bilateral relations within the regional and global

framework, in line with the globalization trend of economic integration

- In parallel with the process of international integration, the State

continues to adopt policies to improve the investment environment,

increase the attractiveness of foreign investment, and focus on investment

of multinational companies; Encourage and promote tourism

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development, shift from exploring tourism business to building a real tourism industry, considering tourism as a spearhead economic sector; Foreign investment (FDI) achieved a growth rate of about 5-7%/year; the source of tourists from abroad to Vietnam will grow at 10-12%/year, domestic tourists 10-11%/year

- The Vietnamese government's removal of the 15% tax on imported fuel and investment in infrastructure to meet future demand is considered an important step Vietnam has well implemented the conversion of paper tickets to electronic tickets, next needs to promote freight transport

through electronic transactions to serve exports

Covid-19 epidemic, but the demand for traveling by plane of the people is still very much

2.3 S ( Society ):

- Currently, Vietnam is in the period of "Golden population structure" due

to the rapid change of population structure by age In 2006, Vietnam entered the period of "golden population" structure when over 66% of the population was of working age (from 15 to 64 years old) According to the General Statistics Office (2016), the period of "golden population" structure of Vietnam will last until about 2041 This is a period that

brings many opportunities thanks to the population of working age

abundant movement However, it is also a challenge in the process of improving the quality of human resources, creating jobs and jobs with high productivity, quality and income Vietnam is recording the highest proportion of young population in history The population aged 10-24 in our country currently accounts for nearly 40% of the population

- Each country and territory has its own unique cultural values and social factors, and these factors are the characteristics of consumers in those regions

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- Cultural values are the values that make up a society, which can foster the existence and development of that society Therefore, the common

cultural elements are protected on a very large scale and closely,

especially the spiritual cultures

- Besides culture, social characteristics also make businesses interested in market research, social factors will divide the community into customer groups, each with its own characteristics, psychology, income enter… different:

o Average life expectancy, health status, nutrition, eating

o Average income, income distribution

o Lifestyle, education, aesthetic views, life psychology

o Living conditions

2.4 T ( Technology):

- 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 This is the most important factor in the success of airlines The production of safe, good quality, fuel

efficient, business efficient aircraft of medium and large sizes ensures flights requiring high technology These aircraft were born, making the previous aircraft lines obsolete, reducing the competitiveness of less innovative airlines, modernizing the fleet, creating a pressure on airlines

- The second technology affecting the air transport business is the Internet and computer networks The development of communication and data technology helps airlines make flights safer With the rapid development

of data communication technology in recent years, Vietnam has taken important steps towards the world communication technology With the number of 21 million Internet users today, it has opened the door for companies to carry out their buying and selling activities over the

Internet According to the assessment, the period from 2006 to 2010 has the fastest growth rate In addition, one of the regulations of the World Airline Association, which is that member airlines must do business based on the Internet, specifically online ticket sales This requires

domestic airlines to have a new approach policy, to conduct business effectively but safely

- Applying advanced technology is the Company's breakthrough compared

to competitors in the market The company currently uses over 20

advanced software to manage its operations

- A place to get together and chat

- Sale of articles made by hand, protection of the environment

- Playground useful, preserving Vietnamese culture

- Help us get back to infancy

- The things bestowed are valuable to society

3.2 Weaknesses

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

especially in Thailand

- Advertising communication is not widespread

- Fares are higher than other airlines but still low compared to Vietnam Airlines for normal fares

- FLY VIP service has not been applied much in Vietnam

- The revenue scale of Vietstar Airlines of VSA Corp is still too small compared to civil airlines such as Vietnam Airlines, Vietjet Air or

Bamboo Airways with annual revenue reaching tens of trillions of dong per year

3.3 Opportunities:

- Vietnam is emerging as a popular tourist destination, the number of

visitors exceeded 10 million in 2016, an increase of 26% over the

previous year In the first 9 months of 2017, the number continued to increase by 30% compared to the same period last year This trend is expected to continue

- Vietnam's geographical location is very convenient for transporting

passengers from Southeast Asia to Northeast Asia

- In Vietnam, there are currently no units implementing this type Most emergencies need to travel long distances, while road or commercial aircraft are quite passive in terms of time, and using a helicopter is not guaranteed for patients because this is an open chamber aircraft Many insurance carriers now provide emergency services to customers, but most of them book flights from abroad The cost is higher and the waiting time is also longer

- Vietstar Airlines is connecting with major emergency centers and

hospitals on domestic and international flight networks It takes only a few minutes to convert the aircraft's function from carrying passengers to

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an ambulance The rescue equipment used on the airline's three aircraft lines is also specialized, imported from the US, ensuring the condition of patients as well as first aid activities of medical professionals

3.4 Threats:

- According to the aviation industry update report of FPT Securities, the Covid-19 epidemic has seriously affected the world aviation industry with an estimated loss of about 130 billion USD in 2020 In Vietnam, the first months In 2020, passenger volume through airports has dropped sharply over the same period In particular, the decrease in volume

mainly came from international visitors such as China, Hong Kong, and South Korea The airline has just been licensed to fly but has faced the COVID-19 epidemic that has lasted until now

- The competitive environment in the aviation industry is increasingly fierce Leading Southeast Asian airlines such as AirAsia and Lion are both planning to establish joint ventures in Vietnam Many low-cost

airlines also see the potential of our country's market and are eager to jump in

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

Demographic

Gender Males & Females

Occupation Businesses, politicians, celebrities,

millionaires

Income > 1 Billion VND/ month

Psychographic

Social class Upper class

Upper upper class

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Lifestyle

Busy Luxury Rich Enjoy

Personality

Determined Ambitious Trendy Show-off

Demand

Using a very luxury service

Save time Safe Private Convenient

4.3 Demand in pandemic

wealthy people have chosen to rent private jets to limit contact in

crowded places and return home with their families to avoid the

pandemic and get treatment

4.4 Positioning

- Unlike charter flights serving large groups of tourists, Fly VIP service of Vietstar Airlines is aimed at meeting the needs of business people and prominent figures in society Therefore, the means of transport for this service are not ordinary civil aircraft with hundreds of seats, but business class jets

- The difference of this airline is that the Fly VIP service of Vietstar

Airlines is no different from "calling a taxi" When renting, customers only need to call to book a trip On the right day, on time according to the reservation request, the car will come to the customer's house or hotel Vietstar Airlines staff will pick up passengers at the gate of the check-in area, have their own security check and have a vehicle to take them

directly to the aircraft parking space

- Thanks to this process, passengers only need to notify the airline 1-2 hours in advance to be able to depart The airline meets the demand of flying "morning to afternoon" for domestic itineraries, such as Ho Chi Minh City - Hanoi Or customers fly in, comfortably work or travel for a few days Then just notify the pick-up time a few hours in advance, the plane will be there to take you home Vietstar Airlines also provides a guide or a personal driver for the entire journey

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- Based on the survey, below is a comparison of the airline “Vietstar

Airlines” with its main competitors:

OBJECTIVE AND INSTRUDUCTION OF THE PROGAM:

5.1 System objective in 2021- 2022

- Revenue increased by 9,61%

- 10% increase in flights

- Bringing 100 overseas Vietnamese back to Vietnam

5.2 Message: “Đẳng cấp trong tầm tay - VietStar

Airlines Đến ngay”

IMC Mix

6.1 Innovation Adoption Model

Cognitive Stage Affective Stage Behavior Stage Awareness

Customers pay attention to the brand through advertising (TVC, print ads)