Vinfast 7 MARKETING STRATEGIES 1.Product: Vinfasts product portfolio includes: Electric motor cars, Gasoline engine cars, Electric motorbikes, Batteries, and charging stations. 2.Services

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VINFAST GOAL:

Vinfast's target customers are considered to be very diverse due to the characteristics of Vinfast's market segments spanning all segments.

- For high-end cars, their target customers are people with high incomes, and national spirit, and tend to favor using high-quality Vietnamese goods.

- For mid-range models, customers with low or moderate income only need to use cars as means of transportation. Shape and design features are optional.

- Vinfast electric scooters are aimed at students who are students and people who tend to live green, using electric energy to protect the environment.

- Target customers of smart electric cars are people with medium to high incomes, Vietnamese families living in urban areas, people who tend to live green, use electric energy to protect the environment, and are young and modern.

What value do they commit to delivering to the customer

- Combining premium design, cutting-edge technology, and state-of-the-art production lines to create Vietnam's first global automaker. Vingroup has changed the lives of Vietnamese people for thirty years, and now, VinFast brings that mission to the world. Vinfast's mission is simple: create a sustainable future for everyone.

- Core Values: World-class Quality: Bringing together the best of the world's car industry features to create cars of international standards.

- Optimal value: Bringing high-class service features according to the modern lifestyle of customers

- Customers are companions: Connecting customers to the Vingroup ecosystem ensures long-term value and experience for Vinfast owners.

- Professionalism from production, and sales to after-sales support, encouragement to peace of mind and satisfaction for consumers.

• Commitment to product life-long care

• New promotions do not "miss" old customers

7 MARKETING STRATEGIES

1. Product : Vinfast's product portfolio includes: Electric motor cars, Gasoline engine cars, Electric motorbikes, Batteries, and charging stations.

2. Services : care for, and repair electric motorbikes, cars

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- In less than 3 years of being on the market, VinFast has become one of the 5 car manufacturers with the largest service workshop system in Vietnam. VinFast's service workshops are located in commercial centers in many provinces and cities with large-scale and professional services. The nationwide network of VinFast car maintenance centers ensures maximum convenience for customers who own VinFast cars.

- VinFast service workshops all operate according to a professional process with 4 main services: warranty, maintenance, repair, and rescue 24/7.

3. Brand

- VinFast (or VinFast LLC; abbreviated: VF, full name: VinFast Manufacturing and Trading Limited Liability Company). This company is a member of Vingroup.

- Subsidiaries:

 Vinfast Business and Service Joint Stock Company  VinFast Business and Service Company Limited

 VinFast Escooter Manufacturing and Trading Joint Stock Company 

4. Price

- VinFast cars always have a lower graded price and a higher quality of the classification: - The pricing strategy that VinFast uses is a market segmentation strategy

 Along with the market segment pricing strategy, VinFast also makes full use of the factors that make VinFast car price adjustments more receptive, such as: giving a car voucher up to VND 70 million when buying a Fadil car, giving a voucher to buy a car 150 million VND when buying a LuxA car and giving a voucher of 200 million VND when buying LuxSA for customers who already own a Vin house under 2 billion, from 2-3 billion and over 3 billion

 Vingroup's car company made the audience admire it when it launched a "3-no" program with a price policy to support consumers (no depreciation, no financial costs, and no interest).

5. Incentives

- Vinfast implements unique sales policies such as a 3-zero price policy (no investment depreciation, no financial costs, and no profit) on the first day of launch.. preferential "0 registration tax and 5-year warranty", 10% discount when paying directly, no interest for the first 2 years for installment customers... At the same time, a 5-year installment policy and after-sales service also help VinFast retain old customers and even turn them into "brand ambassadors" of this car company.

- Combining the push and pull promotion mix strategy will increase consumer demand and push products to VinFast's showrooms and distributors that have been built throughout Vietnam.

a. Push strategy

VinFast has also used promotional tools to directly influence agents and distributors or cooperation partners. For example, these business establishments will be invested by VinFast according to its 5-star brand identity standards to bring synchronous and

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high-class reception to customers; receive preferential policies, and bonuses according to attractive sales. As a result, VinFast's authorized distributors can sell the right price of products announced by VinFast on their media channels and attract customers with the 5-star showroom space that VinFast invests in design.

b. Pull strategy

VinFast entered the Vietnamese car market later than other competitors, so VinFast has used a pull strategy with promotional mix tools to reach consumers as quickly as possible. With the acquisition of an existing distribution system, the building of Showrooms, and searching for distributors nationwide, VinFast has covered a wide distribution channel throughout Vietnam.

6. Communication a) Direct Marketing

VinFast has developed its own communication websites such as the VinFastVietnam fan page on Facebook, VinFast Official Youtube channel, VinFastauto.com website, and many different social networking sites. Thereby, the company will reach out to most potential consumers across the country as well as through these information pages, customers in need will easily find out direct information about the company's products and will receive answers to their questions if any.

b) Advertising

This is one of the tools that VinFast spends money on advertising campaigns in launching new products or advertising periodically during the year

 VinFast promotes advertising coverage on social networking sites such as Facebook, Youtube, and online newspapers and puts posters on commercial centers of VinCom, public transport of VinBus, convenience stores of VinMart, apartments of Vin Homes, hotels and resorts of VinPearl

 Such as Paid advertising tool on Facebook; Fanpages with high interaction regularly update information about VinFast products on Facebook; VinFast's paid promotional videos on Youtube are always mixed with the message "intense Vietnamese spirit"; Articles about VinFast's products on reputable online newspapers of VietNam like VnExpress, Dan Tri, Kenh 14, Vietnamnet

c) Personal selling:

VinFast has more than 200 showrooms and different authorized distributors across the country to ensure the management of customer relationships or consumer choice, so VinFast must use the personal selling tool to sell its products and services effectively.

d) Public relations is a very important tool that VinFast must use to build the brand image of Vietnam for Vietnamese consumers.

- VinFast has covered up by using the media message "intense Vietnamese spirit" to attack the national pride of Vietnamese consumers

- VinFast debuted to the world on October 2, 2018, at the Paris Motor Show which is the world's largest auto show with the first two models Lux A2.0 and Lux SA2.0 of VinFast. That is what no other Vietnamese brand car company can do.

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 Moreover, VinFast was also honored as a "new star" of the world car industry by a leading European car organization, AutoBest, and appeared in the world's major newspapers.

 Moreover, at the Paris Motor Show event, VinFast's brand representative had the appearance of Miss Tieu Vy and world-famous player David Beckham with the image of an elegant gentleman, a famous player, a successful businessman, and a notorious car collector. Making Vietnamese people have a different view of the Vietnamese car company, a look full of admiration and pride. Making Vietnamese people see the Vietnamese car manufacturer in a new light, with admiration and pride.

- The story of the extraordinary and special journey of a Vietnamese car company -VinFast has inspired Discovery Channel which is America's leading pay-TV channel to make a documentary film "Geared for the Recommended for your future".

- Some special sponsorship of VinFast:

 VinFast sponsored 393 cars to serve the ASEAN Conference to transport delegates during their arrival in Vietnam to attend the Conference

 VinFast has sponsored and cooperated with ministries, agencies, and local authorities to use VinFast cars for the public system and public cars such as bringing VinFast Lux A and Lux SA cars to service in the industry of the traffic police.

 VinFast is the main sponsor of the Formula 1 (F1) race in Vietnam with the name Formula 1 VinFast Vietnam Grand Prix 2020. VinFast has become the youngest main sponsor in the history of the World F1 Racing Championship among the world's top famous brands.

7. Distribution

a) Direct marketing channel

- VinFast has opened 70 showrooms in more than 30 provinces in Vietnam to directly sell its genuine car lines to customers. Furthermore, customers can also order and pay directly on VinFast's website and then receive their goods at the showroom of their choice.

- In the international market, VinFast is currently participating in supply chains in Europe and America. For example, in 2022, the company plans to open more showrooms in the largest electric vehicle markets in the US, Los Angeles, San Diego, and San Francisco. b) Indirect marketing channel

- VinFast also cleverly applies the indirect distribution method, which is selective distribution by a 1-level distribution channel (VinFast -> distributors -> customers) - VinFast acquired Chevrolet's entire car distribution system in Vietnam =>More than 100

authorized distributors and VinFast. Chevrolet showrooms have been established now, covering and greeting all consumers across Vietnam

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