(TIỂU LUẬN) TOPIC BUILDING a MARKETING PLAN FOR VINFASTS ELECTRIC CAR PRODUCTS

THE FINANCIAL
UNIVERSITY OF FINANCE – MARKETING
----------

Class: CLC_19DM07

MARKETING MANAGEMENT
TOPIC
BUILDING A MARKETING PLAN FOR VINFAST'S ELECTRIC CAR
PRODUCTS
FACULTY OF MARKETING
SPECIALIZED MARKETING MANAGEMENT

Ho Chi Minh city, 2021

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THE FINANCIAL
UNIVERSITY OF FINANCE – MARKETING
----------

Lớp: CLC_19DM07
MARKETING MANAGEMENT
TOPIC
BUILDING A MARKETING PLAN FOR VINFAST'S ELECTRIC CAR
PRODUCTS
FACULTY OF MARKETING
SPECIALIZED MARKETING MANAGEMENT

Lecturers:
Students do:

Ngô Minh Trang
Phan Trí Dũng

1921005398

Lâm My Sa

1921005634

Lê Huỳnh Nhật Nguyệt

1921005573

Ho Chi Minh city, 2021

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TABLE OF CONTENT
1. EXECUTIVE SUMMARY...........................................................................2
2. INTRODUCE................................................................................................2
3. MARKET ANALYSIS..................................................................................3
3.1.

Macroenvironment.............................................................................................................................................. 3

3.1.1.

Economic........................................................................................................................................................ 3

3.1.2.

Natural............................................................................................................................................................ 5

3.1.3.

Political........................................................................................................................................................... 5

3.1.4.

Social - Cultural.......................................................................................................................................... 5

3.1.5.

Technological................................................................................................................................................ 6

3.2.

Competition............................................................................................................................................................ 6

3.3.

Electric car industry........................................................................................................................................... 8

4. SWOT ANALYSIS........................................................................................8
4.1.

SWOT of Vinfast.................................................................................................................................................. 8

4.2.

SWOT of product................................................................................................................................................ 9

5. SEGMENTATION AND POSITION STRATEGY.................................10
5.1.

Segmentation strategy..................................................................................................................................... 10

5.1.1.

Geographic Segmentation................................................................................................................... 10

5.1.2.

Demographic Segmentation............................................................................................................... 11

5.1.3.

Income Segmentation............................................................................................................................ 11

5.1.4.

Psychographic Segmentation............................................................................................................ 12

5.2.

Posititation Strategy........................................................................................................................................ 13

5.2.1.

Value-based positioning strategy..................................................................................................... 13

6. MARKETING MIX STRATEGY.............................................................14
6.1.

Product................................................................................................................................................................... 14

6.1.1.

Product adaptation strategy.............................................................................................................. 14

6.1.2.

Strategy for each product.................................................................................................................... 16

7. ACTION PLAN...........................................................................................21
8. CONCLUSION............................................................................................22
9. LIST OF REFERENCES & ORIGINALITY..........................................22
10. APPENDIX..................................................................................................23
10.1.

Financial Paper............................................................................................................................................. 23

10.2.

Expense Budget............................................................................................................................................. 23

10.3.

Member’s group work assessment...................................................................................................... 24

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1. EXECUTIVE SUMMARY
The report fully shows the activities in the integrated communication plan for electric cars
under the VinFast brand. The communication strategy will be focused on implementing in
some forms such as advertising, PR, events, OOH and hitting the Vietnamese market hard.
In the world today, electric cars are very popular and popular, but in Vietnam, the market
share of this car is less and new to users. Vinfast's electric cars have only just entered its first
phase, so Vinfast is under a lot of pressure to compete with rivals that gasoline cars have been
around for a long time.
The objective of the communication plan is to increase customer awareness about electric
cars and build trust in customers about this model. Therefore, the communication strategy is
implemented through TVC with the message "Explode electric Era to save the Earth" to
enhance the value and outstanding benefits of electric cars compared to gasoline vehicles in
terms of environment and clean energy, while highlighting its superior features.
Besides, accompanied by interactive Event activities, CSR. is also an activity that helps
businesses take responsibility to the community and impact consumer awareness in protecting
the environment better and better.
2. INTRODUCE
VinFast is an automotive startup with the backing of Vingroup - the largest private

enterprise in Vietnam, that's why we freely design cars in new and bold directions. From the
very beginning, our goal was to create world-class cars with a Vietnamese identity.
VinFast is Vietnam's first branded car. This brand is owned by VinFast Manufacturing and
Trading Company Limited (VinFast LLC), a member of Vingroup Group, led by Mr. Pham
Nhat Vuong as Director.
With the mission of "Creating a better life for the people of Vietnam", Vingroup has
developed a diversified investment portfolio in many business areasVingroup continues the
prerequisite style and first guide used in each of its businesses, introducing customers to a
completely new, modern lifestyle with products and services of international standards.
Vingroup continues to pioneer and lead the consumption trend in each of its businesses,
introducing to Vietnamese consumers a completely new and modern lifestyle with products
and services of international standards. Vingroup has built a prestigious Vietnamese brand,
recognized and proud to be one of the leading private enterprises in the country.

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Let's see how Vinfast's Social Media strategy has exploded so that it can have a dream start
in the market.
3. MARKET ANALYSIS
3.1. Macroenvironment
3.1.1. Economic
Economic growth rate (GDP)
In recent years, Vietnam has had a remarkable and stable growth rate. The year VinFast
was established - 2017 is considered a miracle year of the Vietnamese economy. The
economic growth rate reached 6.81%, exceeding the set target of 6.7%. In the second half of
the year, there was a spectacular breakthrough of over 7% (7.46% in the third quarter, 7.65%)
in the fourth quarter, creating a big boost for our economy. This is also a record number in the

past 10 years. In the following years, the economic growth rate remains impressive when
reaching 7.08% in 2018 and 7.02% in 2019. Although in 2019, the growth rate is somewhat
reduced, but the This number is still very high compared to previous years. These remarkable
economic growth marks have created momentum for the development of Vinfast with many
open opportunities and a solid foundation, especially in expanding its scale and increasing
investment..

GDP growth rate in the last 10 years
8
7
6.87
6

6.24

5
5.32

6.81

6.68
5.42

2012

2013

7.02

2018

2019

6.21

5.98
5.25

7.08

4
3
2
1
0
2009

2010

2011

2014

2015

2016

2017

Economic growth rate

Chart 1: GDP growth rate in the last 10 years (Source: General Statistics Office)

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CPI
The inflation rate (consumer price index – CPI) also affects both production and
consumption. When the inflation rate is high, it will adversely affect consumption, reduce
demand, reduce consumption, discourage production and reduce investment.

Poisonous CPI changes in recent years
25

20

%

15

10

5

0
2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

Chart 2: Poisonous CPI changes in recent years (Source: General Statistics Office)
Inflation index in 2019 is about 2.79%, the lowest in the last 3 years when it was 3.54% in
2018 and 3.53% in 2017, this index is much lower than growth, helping to increase inflation.
growth makes more sense.
In Vietnam, the automobile industry also accounts for 3% of the country's GDP. It is for
this reason that the industry always receives special attention and treatment from the
government.

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Contribution of the auto industry to GDP
14
12

12
10
8
6

5

4

4

3.25

3

2
0

America

Thailand

Germany

China

Viet Nam

Contribution of the auto industry to GDP (%)

Chart 3: Contribution of the auto industry to GDP (Source: Eurostat, Synthetic CTS)
Electric cars are becoming more popular than ever when they can solve the problem of
urban pollution, self-driving systems are also being invested and developed strongly.
3.1.2. Natural
In Vietnam, dust pollution caused by vehicles such as cars, motorbikes, etc. in urban areas
continues to remain at a high level, which has also caused negative impacts on people's
health. The production of electric vehicles is also a way to reduce pollution and is supported
by the people and the government.
3.1.3. Political
The automobile industry has always received enthusiastic attention from the government,
making a large contribution to the country's GDP.
The business environment has changed, however, the two industries that always receive
priority are Automotive and Steel and are usually not included in the list of exempted or
reduced tax lines, except for ATIGA and possibly EVFTA.
3.1.4. Social - Cultural
VinFast up to this point has had a result that, according to the foreign press, is promoting
national pride, bringing a dynamic and modern Vietnam image but also rich in national
identity. ethnicity. Just like the recent trend "Vietnamese people give priority to using
Vietnamese products" has shown a positive side in the development of Vietnam's automobile
industry.

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3.1.5. Technological
Vingroup has chosen the world's leading partners and has advanced solutions in the
application of 4.0 technology to design and install production lines for VinFast's 5 automobile
factories.

Picture 1: Inside the vinfast factory (Source: Báo Thanh Niên)
Currently, Vinfast produces and markets electric vehicles, along with the cooperation with
major petroleum distributors in Vietnam such as Petrolimex, PVOil... to develop infrastructure
and systems. various charging stations (normal charging station, fast charging station, battery
rental); integrating overnight charging stations in apartment basements and charging stations
at VinMart, creating convenience for car users and contributing to solving the challenge of
environmental pollution.
3.2. Competition
Every business does business in an environment with different competitors:
• Competitors in different industries
• Competition takes place within the same industry
• A product category with competition between brands.

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With the habit of using traditional cars in the Vietnamese market (gasoline-powered
engines), the competitors here can be mentioned as corporations as well as big car
manufacturers such as THACO, Honda, Hyundai, Toyota, Ford,....
Competitive market: Thaco regains market leading position; Honda and Hyundai achieved
outstanding results by focusing on CKD vehicles; Toyota and Ford regain a share of market
share.

Picture 2: Vinfast's competitors (Source: Vinfast web)
VinFast can increase industry competition.
VinFast, a subsidiary specializing in automobile manufacturing of Vingroup (HSX: VIC),
seems to be ready for entry into the automobile market in Vietnam. Firstly, the company has
invested strongly in VinFast automobile production complex (335 ha) in Hai Phong with an
expected capital of USD 3.5 billion in the period of 2018-2019. The factory has been urgently
built and is about to be completed. Secondly, VinFast acquired General Motor (GM) Vietnam
in June 2018. Accordingly, Vinfast will receive:
1. Heowns GM Hanoi factory to produce hatchbacks;
2. Nationwidenetwork of agents;
3. Vehicledistribution.
Based on that, VinFast intends to build an automotive industry ecosystem consisting of
assembly plants, suppliers and auto dealer.

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For the international market, Tesla is a formidable rival of Vinfast, has been born for a long
time and has a reputation in electric cars, but with the prospect of international integration
Vinfast will go further and further in the future.
3.3. Electric car industry
In addition, the electric car industry is a synthesis of many other industries, so if electric
vehicles develop, the anth aid industry also develops accordingly, can create breakthroughs,
solve macro problems such as jobs, income as well as raise national status. On a national
scale, electric vehicles are the trend and ambition of most governments, from developed to
developing countries. If you replace gasoline and oil vehicles with electric vehicles, the air
will be greatly cleaner because of a significant reduction in fine dust. In addition, greenhouse
effects, noise pollution are also problems that electric vehicles will solve thoroughly

compared to gasoline and oil vehicles. That means vinfast is on the right track and becoming a
pioneer in bringing electric cars into the Vietnamese market, which is a strength of Vinfast
that makes competitors hesitate for the monopoly for a period of time before the electric cars
of rival companies start to enter. A system of synchronization from production, consumption
to use is being applied by countries to promote electric vehicles and limit gasoline vehicles.
What kind of incentives are applied depends on the reality of the economy, the state budget as
well as the long-term orientations in each place. But according to experts, in order to populare
new types of vehicles, there still needs to be separate mechanisms for all 3 processes as
countries are doing. Even if Vingroup's proposal is approved, it may not be enough to
motivate consumers to buy electric cars.
4. SWOT ANALYSIS
4.1. SWOT of Vinfast
Strengths

Weaknesses

· Stable human resources

· Not yet a floating brand in the

· Strong financial resources

market

· Positive brand image

· Maintenance and maintenance
service costs are not satisfied

· High Level of Standard Fit - Quality

customers

Management

· Marketing ability, PR for VinFast

· Dense agent network

products is not yet an advantage

Opportunities

Threats

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· Have the opportunity to create products that

· Brand barriers

are suitable for the majority through inheriting

· The automotive anillaion industry in

to take advantage of technology from partners.

Vietnam has many limitations.

· Received high support from Vietnamese
people in the context of the strongest increase
in domestic consumption in Southeast Asia
4.2. SWOT of product
Strengths

Weaknesses

- The first electric car in Vietnam

- Not yet built its own strengths-Brand is

- Warranty and offer (10 years)

young.

-Supported by the government
- Strong finance
- There's Vin ecosystem
Opportunities

Threats

- No company has promoted communication

- The competitive pressure from the

about electric cars in Vietnam

gasoline cars is too great

- Support for Vietnamese brand (as

- Consumers lack knowledge of electric

evidenced by Vsmart's success: accounting

vehicles

for 15.2% of Vietnam's market share in
2020)

- Customers are concerned about the risks
of electric vehicles

- The trend of using electric cars is growing.
- Environmental protection issues are

- Consumers have reliability with longestablished brands such as Toyota.

increasingly of interest to consumers.
- Determination of the government in the
development of the automotive industry.
5. SEGMENTATION AND POSITION STRATEGY
5.1. Segmentation strategy
5.1.1. Geographic Segmentation
The results of the 2019 census also show that Vietnam is a country with a high population
density compared to other countries in the world and in the region. In 2019, the population

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density of the whole country reached 290 people/km2, an increase of 31 people/km2
compared to 2009.
Two cities with high population density in the country are Hanoi 2,398 people/km2 and Ho
Chi Minh City 4,363 people/km2. The population density of these two socio-economic
centers is more than 10 times higher than that of the whole country.

Picture 3: Vinfast factory seen from above (Source: CafeF)
From there, it can be seen that the demand for car ownership will be greater due to the
larger and larger population size. Abundant labor resources, the quality of labor resources is
increasingly improved. VinFast will receive a lot of advantages from the population
environment in Vietnam. However, Vietnam's population is aging and Vietnam's attractive
market attracts many domestic and foreign businesses, making the competition in the market
increasingly fierce.
5.1.2. Demographic Segmentation
As a car company targeting many target classes, Vinfast car lines are suitable for all
genders, customer age ranges from 30 to 50 years old, and there are always available models
for all sizes. family size.
5.1.3. Income Segmentation
Per capita income has grown well (about 3000 USD/person), which has created favorable
conditions for people to have access to cars - an asset that was previously considered a luxury.

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It is expected that in 2025, Vietnam's GDP per capita will reach about 4,688 USD, bringing
Vietnam into the group of high-middle-income countries.
Stable macro environment supports car demand growth. Per capita income grew well,
while inflation and exchange rate were managed in a timely and reasonable manner, creating
favorable conditions for people to access cars - an asset that was previously considered a
luxury.

Average monthly income per month in 2020
8000
7000
6000

Thousand VND

5000
4000
3000
2000
1000
0
nh
Bì

ng
ươ
D

CM

.H
TP

Hà

i
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Đ

ng
ồồ

i
Na

nh
Ni
c
ắ
Bắ

Đà

ẵng
Nắ

Hả

ng
hị

P
i

ồn
Cầ

ơ
Th

Bà

g
ũn
V
a
Rị

u
Tà
Qu

g
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m
Na

Average monthly income per month in 2020

Chart 4: Average monthly income per month in 2020 (Source: CafeF)

With such income, the customer group is also divided into 3 groups:


Average customer group

Income: From 30-40 million VNĐ, interested in price.


Middle-class customer group

Income: From 40 to 40 million VNĐ, interested in price and utility.


High-class customer group

Income: over 60 million VNĐ, interested in quality, technology, convenience
5.1.4. Psychographic Segmentation


Popular customer group: Price

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The purpose of buying a car of this group of customers is the need to move. They often
focus on price, product costs (fuel, maintenance, spare parts, ...), compare with many different
product lines to consider options.


Middle-class customer group: Price, utility

With a stable economic background, this group of customers will consider a more fully
equipped car in a certain price range.

Picture 4: Image of staff advising customers (Source: Tin Tức Xe Cộ)


High-class customer group: Quality, technology, convenience

Customers in this group will prioritize the quality, technology and comfort of the car. The
mentality of enjoying and wanting the most comfortable space when moving is probably the
top priority of people with money.


Family customer group: Safe, comfortable, durable

Families with small children when buying a car often prioritize safety, comfortable space,
and spacious enough for members. Because young children are often active and playful,
manufacturers are also "very psychological" when designing the most optimal storage space
for these vehicles, so that families can have comfortable and enough trips. storage space.


Individual customer group: Convenience, showing individuality

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Groups of customers who are single or only have personal use needs and have high
incomes will aim for cars that show their own personality. The car is not only a means of daily
transportation, but also acts as a "jewelry" that enhances the value of the owner.
5.2. Posititation Strategy
5.2.1. Value-based positioning strategy
In Vietnam, Vingroup is a group of companies with great influence, which is one of the
reasons for Vinfast to become one of the most valuable companies with the second largest
market capitalization in the automotive industry. Vietnam.
Many young companies believe that profit is the most important thing to develop a
company. However, Vinfast is not like that, Mr. Pham Nhat Vuong (Chairman of Vingroup's
Board of Directors) said that in order to compete with other brands, market share is a
prerequisite factor to lead to profits later, which As a result, Vinfast accepted a capital loss in
order to gain a large market share in Vietnam.

Picture 5: Mr. Pham Nhat Vuong (Chairman of Vingroup's Board of Directors)
To be able to capture market share, it can be seen that Vinfast has manufactured cars
according to BMW technology, under the guidance of BMW experts, and other details are
made by the world's leading famous manufacturers. .
Indeed, VinFast's strategy of gaining market share was realized shortly after the brand
entered the market not long after.

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6. MARKETING MIX STRATEGY
6.1. Product
6.1.1. Product adaptation strategy

Thanks to the combination with the famous Italian brand Pininfarina, VinFast VF E34,
VFe35 has conquered all the most demanding customers with its luxurious and sporty design.

Picture 6: Product image VFe35 ( Source: Web)

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Picture 7: Product image VFe34 (Source: Website)
In addition, Vinfast also invested in the interior design of this electric vehicle product line,
as well as equipped with safety systems for these models (certified from the new car
evaluation program of Southeast Asia Asean). NCAP, 04 stars for Vinfast VF E34 (standard
version). The high-end version is also rated 05 stars by Euro NCAP for safety features).
VFe34

VFe35

Digital

Number of seats

5 seats

Hips

Dimension

Length x Width x Height:

4750 x 2950 x ? mm

4,300 x 1793 x 1,613 mm
Base length: 2611mm
Ground clearance: 180mm
Weight (self-esteem)

1,490 kg

?

Airbag System

6

5

Engine

Maximum power:

Maximum power:

110kW/147HP

300kW/408HP

Maximum torque: 242 Nm

Maximum torque: 640 Nm

Battery type: Lithium – ion

Battery type: Lithium – ion

(NCA) IP67 standard

(NCA) IP67 standard

Distance of 01 full charge:

Distance in 30 minutes

300km (according to NEDC

charging:

Pin

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standard)

70% charge and 300km

Travel 180km after only 15

(fast charging technology

minutes of charging using

DC60kW CCS2)

VinFast's fast charging port
Featured

Voice control





features

Self-study, memority and













Environmentally friendly





Cost-effectiveness





Convenient





proposals
Smart vehicle
management application
Smart vehicle
management application

6.1.2. Strategy for each product
Proactive innovation
With the increasing number of cars in the Vietnamese market as well as the increase in air
pollution caused by vehicles. Understanding this, Vinfast is trying to develop electric vehicles,

including models such as VFe34, VFe35 that are about to be launched in Vietnam (VFe34)
and the US (VFe35). pole.
As a company with a position in the top list of Vietnam, Vinfast has combined with
Pininfarina of Italy; and cooperates with famous global automotive engineering and
manufacturing companies.
The cooperation with these famous brands not only helps Vinfast have the same quality as
other car manufacturers around the world, but also strengthens the image of high-class
Vietnamese cars in the hearts of users.
Price
The price strategy will help businesses achieve one or more marketing goals (increased
market share, maximum profit,...) mainly through the application of a reasonable price for
products / services at a specified time.
Vinfast can apply the following price strategies for 2 product lines of VF e34, VF e35 as
follows:

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a. When launching:
Market-penetration Pricing: This is the time to promote new products, so Vinfast needs to
apply the lowest price possible with the goal of gaining market share and covering the
awareness and favorite of both cars.
Vinfast must accept losses in the first place to achieve the goal, then gradually bring the
product price back to the possible level to help the business be profitable:
The recommended price in the first2 months of launch is as follows:
VF e34

590 million VNĐ

VF e35

estimated price 700 - 800 million VND

Optional-product Pricing: Vinfast can sell cars with one or more optional products (car
parts, car interior, spare tires, 1-for-1 policy when the car has problems) at a cheaper price if
buying each product separately. This strategy can increase the competition of the main
product (electric cars have just launched)
b. After launching to the market for a while:
Promotional pricing: On Tet holidays, Black Friday, Vingroup's birthday,... Vinfast can
offer promotional policies such as sharp discounts to boost its sales these days.
Credit-term pricing: The trend of installments and post-payment is gradually gaining
popularity in today's society. Vinfast can apply, customers can immediately own VF e34 with
a pre-deposit and installment amount with 0% interest rate on term. That helps to accelerate
sales, satisfy customers in the best way.
Place
In the Vietnam market, Vinfast is an exclusive enterprise producing and distributing rights
in the country. For car manufacturers being sold in Vietnam, in 2020, Vinfast has dominated
and become the "leading" enterprise. As a leading enterprise in the market, with strong
financial resources, high ability to produce goods and services, and large markets. Besides,
Vinfast has also pioneered and launched VF e34 and VF e35 electric cars. Therefore, the
distribution strategies that Vinfast can apply are:
Exclusive distribution: Vinfast manufactures and distributes its own vehicles on its system
without intermediaries or other distributors. That helps Vinfast to maintain strict control over
the good image of its products and services.

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With the no. 1 position in the market, therefore the distribution strategies they apply are
placed in each specific goal such as:
+ Increase total market demand: increasing total demand will increase the ability and
market service capacity of leading enterprises. Businesses increase total demand by:

Picture 8: Customers come to the showroom to see Vinfast president (Source:
Daily Xe)
+ Find new consumers: implement channel promotion strategies and develop distribution
channels in new markets. Expand vehicle distribution stores throughout the country to reach
more customers.
+ Develop new uses of products: attract customers, by launching products with better new
uses, leading to a restructuring distribution system to suit new products. Vinfast has been
doing that, launching electric cars. Vinfast needs to distribute to all stores so that customers
can come and easily experience and order more.
+ Maintain market share: continuous innovation, producing products with exclusive and
superior features to serve customers better.
Increased market share.
Promotion
Promotion in Marketing is the fourth and final P of marketing mix strategy. This is because
before implementing the Promotion strategy, the remaining P's (product, price and
distribution) had to be ready. Promotion often uses integrated marketing communications
(IMC) – i.e. using different media to convey the brand's message from business to consumer.

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Coming to Vinfast, the two latest electric cars: VF e34 and VF e35, are about to be
launched in the market, Vinfast can apply the Promotion strategy through factors such as
Personal Selling, Sales Promotion, PR, Direct Marketing,... As follow:


Sales Promotion:
Preferential when ordering in advance (Website): The official price when buying VinFast

VFe34 is 690 million VND, the ideal price to own the first smart electric car of Vietnam.
More specifically, the price will only be VND 590 million exclusively for VFe34 deposit
pioneers before June 30, 2021. Vinfast also reduces registration tax on VFe34's pre-orders

Picture 9: Incentives when depositing in advance for VFe34 (Source: Vinfast's website)
Products are always up-to-date (products, services, information,..) along with promotions
through online forms: videos (Teaser, official video), Facebook ads, Google Ads and live
forms: launch events, trade fairs


Public Relations:
Create events such as
+ Launch event of VFe34 and VFe35 electric cars. Through the event, highlight the

features and benefits that these two cars bring. Invite journalists and reporters to participate in
writing and posting
+ After having the number of customers buying and testing VFe34, organizing the event
"Vin Fresh" with the purpose of exchange about vehicle experience, enhancing education on
environmental protection and the use of clean energy is one of the methods to protect the
environment. Highlights during the event is "Kilometers to Trees". Customers are using VF's

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trams upon arrival at the event. The kilometers of the car that have been run will be converted
by VF into a mill for planting green hills.
+ Organizing "Vin Figure" event on Vietnamese Family Day at Vinschool. Through model
assembly, model experience and products to introduce new products (VFe34 electric cars,
VFe35). In addition, the event helps to create the value of education, develop children's
thinking, increase the interaction between children and parents when vinfast is accompanied
on all roads.



Personal Selling:
At Vinfast's showrooms and shopping malls such as Vincom, Landmark 81: display 2 new

products, VFe34 and VFe35 for customers to see and experience directly. It is necessary to
have a salesman at the showroom to guide and provide information about the product to
customers, inform about promotions for customers.


Direct Marketing
Directly send emails to loyal customers of Vinfast, which can be expanded to those who

have registered membership cards of Vingroup. In addition, registered customers interested in
Vinfast brand in general and new products in particular should also send emails to information
about VFe34 and VFe35 models.

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7. ACTION PLAN
Timeline
2021

July

August

Septembe
r

2022

October

Novembe
r

Decembe
r

Januar
y

Februar
y

March

April

May

OWNE
D
Social
Website

Always - on product and promotion

Fanpage

Always – on content of Brand (product, service, information,…

Youtube

Always – on video: teaser, event, video official,…
Debut
official
video
VFe34

Gmail

Debut
teaser

video
VFe35

Debut
official
video
VFe35

Inform
customer
of preorder
VFe35
(Vietnam)

POS
Showroom

Show product and display product’s information

SHARE
Ecosyste
m
Vincom

Display shotcut video and Bilboard VFe34

Display shotcut video and Bilboard VFe35

Vinpearl

Bilboard + transit +Street furniture (OOH)

Vinschool

Bilboard

Vinbus

Transit

PAID
OOH
Bilboard

Introduce VFe34

Transit

Educate environment

Communicate CRS

Introduce VFe35

Ads
TVC

Introduce + Educate VFe34

Gmail

Facebook
Ads
Google
Ads

Introduce + Educate VFe35
Inform
customer of
pre-order
VFe35
(International
)

Leak

Review + Rating + News

Clip
AD
SEO

Activation
Event

Vinfresh

News
Debut
VFe34

Leak
VFe35

Debut
VFe35

Press

0

0

Vinfigure

Communicate to event

June


Conferenc
e

8. CONCLUSION
Today, when the era of science and technology is making great progress, as well as when
the environment is becoming more and more serious, the production of products that do not
affect the environment is gradually becoming the trend of most of the world. In today's
market, grasping that trend, Vinfast has made clear strides and choices in the application and
use of electric vehicles in its ecosystem as well as their production and hit the Vietnamese
market strongly. South as well as the world.

With the strategy of targeting users' tastes first and ranking profits in second place, it shows
Vinfast's willingness to play, as well as Vinfast's sales statistics are increasing, that One thing
is for sure, with that strategy Vinfast is confident enough to be able to maintain the strategy, as
well as succeed in the field of electric cars in the future.
9. LIST OF REFERENCES & ORIGINALITY
Vietnamese reference material
(1) Ngô Thị Thu. Marketing Căn Bản. Nhà xuất bản lao động – xã hội (2011)
(2) Cẩm Tú. Chiến lược sản phẩm (2016). Slideshare
(3) Minh Hiếu. Vinfast bán được hơn 67.000 sản phẩm ôtô-xe máy điện trong năm 2019
(17/01/2020). Vietnam+
(4) Cổng thông tin điện tử bộ giao thông vận tải. Vấn đề ô nhiễm môi trường từ các
phương tiện giao thông vận tải (22/07/2014)
(5) Trung tâm Nghiên cứu – Phân tích. Báo cáo ngành ơ tơ. Vietin Bank secutiry (2019)
(6) Thái Quỳnh (Theo Nhịp sống Kinh tế). Lộ diện top 10 tỉnh thành có thu nhập bình
quân đầu người cao nhất năm 2020: Cả TP. HCM và Hà Nội đều không dẫn đầu
(22/05/2021). Hội doanh nghiệp hội nhập.
(7) Minh Anh. Điều gì khiến cổ phiếu ngành ô tô thu hút sự quan tâm lớn của giới đầu
tư? (17/04/2019). CAFEF
(8) Ngọc Khánh. Chiến lược khác người của VinFast (09/07/2020). VTC News
(9) Thành Phạm. Chi tiết xe Vinfast VFe35 2021 – Mẫu SUV Xăng & Điện thông minh
của Vinfast (03/06/2021). MuaXeGiaTot.vn
English reference material
(1) Philip Kotler, Kevin Lane Keller. Marketing Management 14E. Publisher: Pearson
(2011)
(2) Pham Quang Thuy, Do Thanh Ngan, Trinh Quoc Bao, Phan Hoang Bao & Thai Ngoc
Minh Uyen. Marketing Plan For Vinfast Lux A2.0. University of Financial –
Marketing (2019)
(3) Vinfast's marketing strategy (2019). National University of Economics

0

0


10. APPENDIX
10.1. Financial Paper
Table 1: Estimated budget report table (Million VNĐ)

Revenue

Quanlity

Time

Month

Year

VFe34

14

168

VFe35

10

120

Expected
revenue

Average
revenue
per unit

Expected
profit
(60% sales)

Breakeven sales

Break-even
profit

Month

Year

Year

Year

590

7,020

99,120

63,960

98,400

59,040

750

7,500

90,000

54,000

118,080

70,848

Year

10.2. Expense Budget
Table 2: Budget for promotional activities
BUDGET ( VND)

OWNED

Social

POS

SHARED

Ecosystem

OOH

PAID

ADS

Activation

Website

50 million

Fanpage

30 million

Youtube

1 billion

Gmail
Showroom
Vincom
Vinpearl
Vin School
Vinhome

Vinbus
Billborad
Transit
TVC
Gmail
Facebook ads
Google ads
Events
News

10 million
1 billion
4 billion
3 billion
2 billion
2,5 billion
2 billion
12 billion
15 billion
100 million
100 million
60 million
45 billion
10 billion

10.3. Member’s group work assessment
Name

Student code

0

0

Evaluation of the process