LV thạc sỹ_Some PR proposals for Piaggio in Vietnam to attract more customers

ACKNOWLEDGEMENT
My report is completed not only thanks to my efforts but also with many
people to whom I would like to express my deep and sincere gratitude
Firstly, I would like to express my warm and sincere thanks to

my

supervisor , Ms ….
Lastly, and most importantly, I would like to thank my parents, my friends
for supporting and encouraging me throughout the process of doing this graduation
report.


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TABLE OF CONTENTS
EXECUTIVE SUMMARY……………………………………………………....1
INTRODUCTION...................................................................................................2
1. Introduction of the research topic………………………………………………..2
2. Rationales………………………………………………………………………..3
3. Research questions………………………………………………………………4
4. Scope of the research……………………………………………………………4
5. Methodology…………………………………………………………………….5
MAJOR FINDINGS AND ANALYSIS
CHAPETR I: UNDERSTANDING OF PUBLIC RELATION...............................6
1.1. Definition of public relation.............................................................................7
1.2. The significance of public relation to Piaggio..................................................7
CHAPTER II: REAL SITUATION OF PR ACTIVITIES OF PIAGGIO ...............8
2.1. Specific PR activities of Piaggio in previous years..........................................9
2.1.1. Vespa festivals ..............................................................................................10
2.1.2. Sponsoring for fashion shows........................................................................11

2.1.3. Inauguration of manufacturing factory in 2009............................................12
2.1.4. Other activities..............................................................................................13
2.2. Evaluation of PR activities of Piaggio..............................................................15
CHAPTER III: PERCEPTION IMAGE OF PIAGGIO IN CONSUMERS’ MIND
AND CONSUMER HABIT OF USING MEDIA
3.1. Perception image of piaggio in consumers mind..............................................17
3.2. Consumer habit of using media .......................................................................19
CHAPTER IV: PR PROPOSALS FOR PIAGGIO
4.1. General objectives............................................................................................21
4.2. Proposed PR activities for the Piaggio company .............................................23
4.3. Proposed PR activities for its products.............................................................25
CONCLUSION
APPENDIX
REFERENCES


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EXECUTIVE SUMMARY
My report aims to suggest some PR proposals for Piaggio in VN to attract
more consumers. Nowadays, PR becomes more and more important for businesses to
confirm the brand’s position in consumers mind as well as to raise the companies’
profit, sales . However , PR activities play an important role in helping the company
reconfirm its brand position as well as launch its new products like Piaggio VN to
consumers. This report aims to give some PR proposals for piaggio VietNam to attract
more cusotmers as well as raise brand’s position in consumers mind.
The report are devided into four main chapters. The first chapter is about
Public relation . Readers will know more clearly about PR concept and its process.
Moreover , the role of PR to businesses in general and for Piaggio company in
particular will be specificly clarified . The second chapter is about specific Piaggio

PR activities. Also, in this chapter, PR activities of the company are pointed out and
evaluated on the basic theory of the first chapter and the result of survey. So, PR
activities of

Piaggio has gained lots of achievements as well as has its own

problems. The awareness of Piaggio brand’s position as well as its new products
are not very high. In other word, PR activities of this company are not successful in
raising the knowledge of brand’s position in consumers’ mind. In third chapter,
readers will know about perception image of piaggio in consumers’ mind and
consumers’ habit of using media. Again, the company don’t really leave impressive
image in consumers’ mind. Besides, readers will have more understanding of
consumers’ using habit of media. The second , third chapter will be the basis of
suggestions in the last chapter for PR activities in the company. The suggestions
aim to reconfirm its famous brand and launch its new products to consumers more
effectively. These are conveyed on the most favorite information channels. These
are famous magazines like heritage, gold…or popular websites such as dantri.vn,
vnexpress.com, vietnamnet.vn … (according to the result of survey conducted on
sirvina.com).


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INTRODUCTION
1. Introduction of the research topic

Nowadays, PR activities in Viet Nam has a lot of shortcomings. Piaggio VietNam is
not an exceptional one. Entered Viet Nam from the beginning of 20th century,
piaggio is not very successful in ancient motorbike line. Recently , a manufacturing
factory of Piaggio is established in Vinh Phuc in 2009 with investment capital

thirty millions USD. In addition, a factory will be inaugurated in 2012 with
investment capital up to 40 millions USD. Apparently, the company puts their big
hope in Viet Nam motorbike market.
Therefore, PR activities will be very helpful to Piaggio in this time. On the other
hand, they will help to launch its new products to consumers and help to the
company to reconfirm its brand position. Because of these , the report “some PR
proposals for Piaggio in Viet Nam to attract more customers” is complemented .
2. Rationals

The report aims to measure, evaluate the effectiveness of Piaggio PR activities. The
report also give readers the consumers’ understanding, perception

about the

company . Then, some PR propsals will be brought out to help the company
develop more and attract more consumers. To do this, it is neccessary to have
thorough understanding about PR activities , the role of PR to the company and
perception image of company in consumers’ mind.
So the report focuses on three main points:
-

Theories of PR and the role of PR to the company.

-

Analyzing, evaluating PR activities of

Piaggio, the company image in

consumers’ mind.

-

Providing some PR proposals for the company to attract more customers.


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3. Research questions

The report will focus on these following questions:
a. What is Public Relation and the role of PR to the company?
b. How are PR activities conducted at the company?
c. What are the specific PR proposals for the company?
4. Methodology

In this report, most information was collected and extracted English books,
newspapers, and websites. In addition, a survey of 100 consumers on sirvina
( />is carried out to serve the analysis of the report. The analysis of report will base
on general reports, research results of company. With these materials, the author
has applied a number of research methods including statistical, synthetical, and
analytical and comparative methods to highlight the discussed issues.
5.

Scope of the study

PR is a new and broad concept. However , in this report the author will focus on
real situation of Piaggio PR activities, consumers’ awareness of the company and
then give some PR proposals .

MAJOR FINDINGS

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CHAPTER I: UNDERSTANDING OF PUBLIC RELATION (PR)
1.1. Definition of PR
There are many ways to define PR, but in the scope of this report, the author just
focus on some that is popular and easy to understand. According to Wikipedia,
“Public relations (PR) is a field concerned with maintaining a public image for
businesses, non-profit organizations or high-profile people, such as celebrities and
politicians Public relations is used to build rapport with employees, customers,
investors, general public and provides an organization or individual exposure to
their audiences through using topics of public interest and news items”
The International Public Relations Association defines Public Relations as “Public
Relations is the art and social science of analyzing trends, predicting their
consequences, counseling organization leaders and implementing planned
programmers of action which will serve both the organization’s and the public
interest.” However, some people suppose that PR is the practice of managing
communication between an organization and its publics.
Another definition from the website is that “Public relation
is all about reputation. It's the result of what you do, what you say, and what others
say about you. It is used to gain trust and understanding between an organization
and its various publics - whether that's employees, customers, investors, the local
community - or all of those stakeholder groups”.
Another definition from Philip Kotler in the book “principle of marketing”
published in 1996, public relation means “building good relations with the
company’s various publics by obtaining favorable publicity, building up a good
“corporate image”, and handling or heading off unfavorable rumors, stories, and
events”.

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In short, PR aims to influence public opinion to create a positive image for
company, organization, corporation through all media (press, newspaper,
newsletters, photographs, internet...) This fragment clearly describes the essence of
PR, which is an effort to change, modify, or influence public attitude and thought
that will turn into behaviors and actions
1.2. PR process
According to John Marston, a PR professor, PR process includes 4 steps called
RACE in the textbook “Nature of Public Relations” published in 1963. This word is
the abbreviation of PR process:
-

Research

-

Action plan

-

Communication tactics

-

Evaluation

(Source: online - pr.com)

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So what is research? Research is the systematic gathering of information to
understand: client organization, problem/opportunity; issues/environment, key
Publics. Research is carried out by using secondary documents such as: library
books & periodicals, other published research, newspaper, magazines…and primary
source like surveys, interviews, or researches by walking around.
In the stage of step- action plan and communication tactics, we must develop a
strategy that involves in setting objectives, key publics, and time line, budget for PR
activities.
Finally, it is the evaluation stage. In this stage, research methods will be used to
consider whether PR activities get success or not. The success of program will be
measured by the numbers of exposure in media, the increase in consumers’
awareness before and after the program. Surveys are necessary for the company to
measure the effectiveness of its PR activities.
In conclusion, Public relation is a two way process. On the one hand, it seeks to
interpret an organization to society while on the other it keeps the organization
informed about the expectation of the society. Fundamentally public relation is a
means by which an organization improves its operating environment.
1.3. Measures to evaluate the effectiveness of PR activities
Evaluation is a measurement activity in order to systematically compare the
effectiveness of PR programs before & after implementing the program. To evaluate
whether a PR campaign is effective or not, there should specific evaluating criteria.
Series

of

evaluating

criteria

are

divided

into

two

types.

The first is the quantitative evaluating criterion which includes number of people
attending the event, number of people who know the event and number of news,
articles posted on the means of mass communication, the level of conveying the
message to consumers, as well as coverage of the message.


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The second is qualitative criterion like the public's attitude, whether PR programs
leave unforgettable impression in consumers’ mind or not and how the program
affects consumers.
In a Pr program, evaluation of the effectiveness of a PR program means evaluating
the impact of perception, attitude or behavior of consumers.
Measuring the public perception means investigating the public's attention to the
message, understanding the messages, their memory of messages ...
Measuring the public attitude means finding out public opinions before, during and
after the a PR campaign or program or specific event.
Measuring public behavior is to know whether these programs influence consumers’

behavior or not. If yes, this will lead to the increase in the company’s profit
(vietnambranding.com).
In this report , a survey of 100 consumers questioned is to consider whether
specific Piaggio PR activities are effective or not.
1.4. The significance of public relations to Piaggio Company.
Public relation plays a key role in helping business create strong relationships with
customers.
Public relations involve supervising and assessing public attitudes, and maintaining
mutual relations and understanding between an organization and its public. The
function of public relations is to improve channels of communication and to
institute new ways of setting up a two-way flow of information and understanding.
Public relations are effective in helping:
* Corporations convey information about their products or services to potential
customers
* corporations craft their public image as well as confirm their brand’s position by
raising funds, holding events or charity programs for poor people…


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For Piaggio, PR activities help the company build consumers’ belief and confirm an
initial brand of vehicles in consumer’s mind when there are lots of

strong

competitors in Vietnam motorbike market like Honda, Yamaha, and SYM...
Moreover, that effective PR activities bring corporate image to every people will
appeal to talented staff to the company. Because everyone would like to work in
large organizations with professional working environment and he/she has lots of
opportunities to get promotion. Besides, PR activities consists of

community

programs like charity, support program for the poor, the handicapped, the blind…
will gain not only the truth but also good feeling from customers. For example,
typical PR activities like “Tiep Suc Mua Thi” of Thien Long corporation, “ Uom
Mam Tai Nang” of Vinamilk Co, “ Ao Trang Ngoi Sang Tuong Lai” of Omo
company. It is clear that apart from real value taken to society , these PR programs
play an important role in “ finding a stable position in customers’ mind”.
Meanwhile, Piaggio company hardly set up many these like community programs.
Finally, Piaggio established a new manufacturing factory in Vinh Phuc, Viet Nam in
2009. This is a really starting point of Piaggio Vietnam. This is important time to
broadcast corporate image and its products to consumers. PR activities are the best
solutions because they produce positive effects, convey the message “ Italian legend
in Vietnam” of Piaggio VN. In addition, PR activities also help consumers clearly
know about its new products.
In conclusion, effective PR activities gain the confidence and good feeling from
consumers about corporate image that advertising is difficult to bring to the
company. Because for PR activities, other people talks about the company while for
advertising, the company itself talks about it. Moreover, nowadays there are so lots
of advertising programs that make consumers get headache. Therefore, the image,
the message percept by consumers will be more objective and reliable than interior
information. In fact, PR is the most effective way but the lowest cost to build good
relationship with customers.


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CHAPTER II: REAL SITUATION OF PR ACTIVITIES OF PIAGGIO
2.1. Specific Piaggio’s PR activities

2.1.1. Vespa festivals every year
Certainly, Vespa lovers have to hear of Vespa festivals taken place from 2005 to
now. In 2005, the festival was taken place in Da Nang, Hue. In 2007 , the festival
was held in flower city – Da Lat. Mr. Nguyen Vu Hoang - Director of Tourism
Cultural Festival Center in Lam Dong said: "The Center organized this festival to
create events for the cultural

development

of local tourism and

meet

the needs of vespaers around the country” (camnangdulich.com).
The festival lasts 4 days from 29/4 to 1/5. There are about 300 different kinds of
ancient Vespa from all over the country. In this festival, vespaers ride decorated
vespas around Xuan Huong lake with the attention of a great number of viewers,
and have photographs . Besides, “ vespa queen”, “ vespa charm” prizes are also
given to the most beautiful lady and vespas. In 2008, Dong Nai is the destination
selected of vespaers around the country. In 2010, Ha Noi is selected to hold the
meeting of vespa family. This festival last 2 days with the title “ Three areas’
meeting – Vespa friends” in Thien Duong Bao Son park. Again , the festival is the
time for Vespaers to meet, exchange with one other. The festival attracted nearly
about 1000 Vespaers from all three regions: northern, central & southern region.
The program is sponsored by forum vespafriends.com and Ha Noi vespa group.
Apart from the aim to create playing yard for vespaers, the program also directs
toward “ Great Celebration of 1000 Years of Thang Long, Ha Noi”.
2.1.2. Sponsorship for fashion shows in recent years
Besides organizing Vespa festivals, Piaggio focuses on mainly sponsoring for
fashion shows in recent years. The program aims to introduce its products to

viewers by the appearance of Piaggio’s vehicles with famous models such as Ngo


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Thanh Van, Ha Anh , Phi Thanh van… These events catch the attention from a
large numbers of viewers. In addition, in 2010, Piaggio Viet Nam sponsor the
award “ The Beautiful Women Who Audience Select” . The prize is a Vespa lx pink
with limited number. This prize belongs to the official prize system of Miss Viet
Nam 2010 according to audience‘s selection through mobiphone. this sponsoring
program aims to convey the message “ Piaggio always go with the beauty”. These
like programs also help to contribute the increase in knowledge about Piaggio brand
as well as confirm its position.
2.1.3. Inauguration of a manufacturing factory in 2009
In 2009, Piaggio organized successfully the event “Inauguration of the first factory
in Viet Nam” with investment capital up to 30 million USD. In 4 /2011, Piaggio
held Ground-breaking ceremony of the second factory in Vinh Phuc with the cost of
40 millions USD. It is scheduled to start in 2012. Its capacity of production is
300.000 motorcycles per year instead of 100.000 ones in 2009. So, Piaggio really
puts their big hope in Vietnam market.
2.1.4. Other activities
Every year, there are some videos, clips about Piaggio and its products on YouTube
channel. These clips like “ Vespa – green action because of environment”, or “
Vespa friendly to environment”. Moreover, the company indirectly creates topics on
forums

like

ttvnol.vn,

vespafriends.com,

vespafamily.com,

webtretho.vn,

diendanvespa.com to help customers with technical information, other support
service. These forums are the places for every member get experiences, share
information mutually about how to use vehicles as well as vehicles related matters.
These forums are also the places for them to exchange, hold the meeting among the
users of Piaggio motorbike firm.


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2.2. Evaluation about the effectiveness of Piaggio’s PR activities
To measure how PR activities affect consumers, a survey of 100 people ( people
with different age and career ) was conducted on website sirvina.com. firstly , Vespa
festivals with long travels attract a large number of users of this motorbike line as
well as gain admiration from others. Mr.Hung - a tourist from Da Nang province
said that: " This is a wonderful surprise for our family when we travel to Da Lat.
Vespas become more and more beautiful when they are decorated with various
flowers in Da Lat. This is really our unforgettable experiences ". Ian Kitching , an
English teacher in HCM yells “ great” when being questioned about his feeling
with this festival (vietbao.vn) . However, the festivals are not organized
simultaneously everywhere so they don’t create widespread effect . In fact, the
festivals are just taken place in some cities like Ha Noi, HCM, Da Nang, Da Lat,
Hue. From the result of survey, only about 30% said that they know about these
festivals.
Next, the programs go with beauty, fashion like fashion shows that actually convey

its message about Piaggio motorcycle. The Piaggio‘s vehicles always shine by
famous models in this festival night. Meanwhile, they put some flesh to the
attraction of fashionable designs. The appearance of Piaggio’s motorbike in this
show actually make viewers thirst for owning a motorbike like this because of its
beauty, fashion and luxury. Yet, due to the nature of the show, the guests are the
people who are famous, or have status in society. This makes people, especially for
many consumers who have average income in Viet Nam feel difficult to access to its
products. In another word, consumers feel that these motorbikes are dedicated to
rich people. According to the result of survey, 70 % interviewees agree that only
rich people can use these motorbike lines. It is not good for Piaggio Viet Nam when
this company is in the stage of launch Piaggio Viet Nam motorbike with cheaper
price.


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Thirdly, forums play an important role in advertising, introducing its products as
well as supply information of product, product related matters. Furthermore, forums
are the place for motorbike users to share, exchange information and hold the
meeting. Among forums, ttvnol.vn is considered one of the strongest forums. But
some people complain that they don’t often get answer from the admin of products
related topics. If yes, it will take them few days to get answers. This makes them
lose confidence in these forums. Next, YouTube is the most initial social network
nowadays. Thus, a great number of businesses take advantage of this network to
broadcast its brand and products. Piaggio is not an exceptional one. The company
related videos, clips like Vespa adventures, Vespa –friendly to environment, Vespagreen action of environment… are broadcasted on you tube . But these videos are
not carefully prepared, the content & image are too simple, unattractive. This leads
to a too small number of viewers. In detail, video “Vespa – friendly to environment”
just take about 32 viewers. Or videos of Vespa festivals are also viewed by 340
people (Youtube.com). Whereas, the programs “I love Vietnam” that is sponsored

by Honda Vietnam company attracts 5 million watchers (vietbao.vn). So, this is a
too big number compared to number of watchers in Piaggio’s programs.
Finally, an important event for motorbike market in general and for Piaggio VN in
particular is the inauguration of the first Piaggio factory in Vinh Phuc in 2009. The
newly set up factory aims to convey the message “Italian legend in Viet Nam”. It
means that Piaggio motorbike line with fashion, luxury of Italian style appears in
Viet Nam, not in far place. However, this event does not create a big echo to
consumers because there are only some print ads, articles about Piaggio Viet Nam.
These are famous magazines, webs like Gold, Heritage magazine, nhipcaudautu.vn,
Saigon economics time…. Consequently, only 35% interviewees said that they have
heard of this event. Meanwhile, this is key stage for Piaggio Viet Nam to launch its
new products to all consumers. Every year, there are 50 articles , stories about the
company and its products on Heritage magazine, 45 on Gold , some on other
newspapers & websites (according to the result of Rich Media ‘s analysis). For


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these magazines, newspapers, this is a relatively large circulation. But they lack of
regularity as well as large scale among lots of newspapers, magazines, websites….
Therefore, these activities cannot give widespread effect, raise high increase in the
knowledge of consumers about Piaggio brand.


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CHAPTER III: PERCEPTION IMAGE OF PIAGGIO IN CONSUMERS
MIND AND CONSUMERS HABIT OF USING MEDIA
3.1. Perception image of Piaggio in consumers’ mind
According to the result of survey, about 95 % people said that they have ever heard

of Piaggio brand. 60 % of these people know about this company through internet.
35 % said that their knowledge of the company is through friends, relatives. The
rest is due to other information channels like radio, newspaper, magazines. Piaggio
is one of the most initial motorbikes in the world. About 70% interviewees agree
that Piaggio is the brand with stylish, fashionable, and expensive motorbikes. Only
60% said that Piaggio is Italian brand . Only 50% agree that they think of Piaggio
first when talk about famous motorbike brand. However, a large number up to 75%
agree that only rich people can own this motorcycle line . 55% people agree that
Piaggio motorbike line brings users the confidence, the pride as well as the
admiration from others when riding on these motorbikes. Just 50% people agree
that Piaggio motorbikes spend a little gasoline. 49 % people said that Piaggio has
good customer service, technical support, or regular check. Only 20 % agree that
piaggio is friendly to environment, and close to customers. Just 5% said that
Piaggio brand has lots of community programs: charity, sponsoring programs for
the poor, the handicapped, the blind….
In summary, Piaggio is a famous brand not only in the world but also in Viet Nam.
In general, the consumers in Viet Nam highly appreciate Piaggio brand (according
to the result of survey). However, piaggio brand has not yet caught good feeling
from consumers because the company is weak at customer service as well as
community programs which create the best impression in consumers’ mind.
3.2. The consumers’ habit of using media
About 95% people said that they access to internet frequently, more than one times /
a day. And internet is also the most means of media they use.


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The following table expresses the level of the most means of media among 100
consumers questioned in the survey.
Internet

70%

Magazines, newspaper

15%

Television

6%

radio

7%

Other

2%

(Source: The result of survey of 100 consumers on sirvina.com
70% said that internet is the most favorite means of media they use to search
information, read news. Online newspaper is means of media that consumers would
like to receive news about Piaggio most. Also according to the result of survey, the
most favorite information channels are news.zing.com, dantri.vn, vnexpress.com,
vietnamnet.vn.

Information

channels

that

provide

economic

news

are

nhipcaidautu.vn, saga.vn, Saigon economics time, Vietnam economics time,
vneconomy.vn. These are the most favorite channels people use to search for
economic information.


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CHAPTER IV: SOME PR PROPOSALS FOR PIAGGIO
4.1. General objectives
According to the assessment of PR activities in Piaggio and perception image in
consumers mind, proposed PR activities will be divided into two following
directions: proposed PR activities for Piaggio brand & for its products. For piaggio
brand, PR activities focus on the increase in knowledge, awareness of an initial,
famous, fashionable brand with Italian style and gain good feeling from consumers
through the improvements of community programs. For its products, PR activities
aim to reconfirm dominant characteristics of this motorcycle line: fashionable,
durable, little gasoline, modern, stylish. In addition, there are some stories to raise
the confidence, pride of users as well as the admiration from other transporters.
These messages are conveyed and public through information channels such as
famous magazines, newspapers, websites, and social networks …These are

information channels which are widely covered, accessed most by consumers
according to the result of survey.
4.2. Proposed PR activities for Piaggio brand
According to the evaluation of piaggio PR activities, the company has had lots of
PR activities in recent years. However, due to lack of widespread scale, it is not
highly effective. These are some specific proposals for PR activities for Piaggio.
Firstly, the company should organize Vespa festivals periodically in large scale.
Three Vespa festivals are held synchronously every year. This will cause an echo
and catch great attention from consumers. Secondly, the company ought to focus
more company related forums with current PR groups. A professional PR group on
forums will be very help to deal with rumors, bad news or even complaints from
consumers. They will know how to relieve these kinds of news and help to improve
company’s image in consumers’ mind. For instance, there are some complaints


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about Piaggio motorbike’s quality, this PR group will find ways to make it a normal
thing and let the topic toward direction that is good for the company. In addition, to
serve customers better, Dr.Know (a specialist who knows everything about product
related matters) will be hired to answer all queries for users and provide useful
advice for customers so that they feel safe to use motorcycles. Also, the company
will take chance to release positive message to enhance its brand as well as clarify
all related rumor. Forums are the places that attract the most number of people.
Therefore , for the company related forums like Piaggio.com, diendanvespa.vn ,
vespafamily.com , a writing contest of the best memory of life that is related to
piaggio motorcycle line should be held and the best writer will be awarded. This
contest not only gives participants excitement but also leaves unforgettable
memories in consumers’ mind about this famous brand.
In short, the shared & contributed information, experiences from the forum will be

very helpful for writing advertorials, adjusting communication business program
and products also. So, apart from the aim to give information, the forum is very
ideal to consolidate solidity, connection among Piaggio community. Thirdly in
fashion shows that take place per year, the company should hold auctions of VesPa.
Money received will be given to the poor, the handicapped… This will be highly
appreciated by consumers and get positive thought of the company. Besides, the
image of Piaggio motorbike with famous models appeared on newspaper, magazine
will prove an initial brand’s position of high class, stylish, fashionable motorbike
line.
Next, the company should improve its community programs. Only 10% people said
that they have ever heard of charity or sponsoring programs . It is the sponsoring
program for the prize “The beautiful women who audiences select” in Miss Viet
Nam in 2010. It is clear that the company lacks of community programs that are
valuable to society and the best way to get good feeling from consumers as well as
increase brand ‘s position in customers’ mind. The company can hold fund raising
programs in auctions, exhibitions or charity programs for the poor. The company


20

also sponsors for the community programs. The company also follow Some other
successful community programs such as “ Uom mam tai nang” of Vinamilk
company , “ Ao trang ngoi sang tuong lai” of Omo company…
Finally, there should be stories to reconfirm an initial motorbike brand. The stories
are about the history and origin of the company that bring the respect, admiration
from others. The stories relate to Italian style of romance, love that inspires this
motorbike line. These stories should be posted on a large scale of different kinds of
newspaper (online report and magazines) to catch great attention from readers.
About 90% people said that they often access to the information channels like
dantri.vn, vnexpress.com, vietnamnet.vn, news.zing.vn. A large number of 87%

said that trade magazine, Vietnam economics time, Saigon times, vneconomy.com,
Saigon businessmen are information they often use to seek for economic
information.
These are proposed headlines to widen consumers’ awareness of Piaggio brand as
well as its products posted on the most accessed information channels.

No
1

Subject
History of

Magazine/ newspaper
Piaggio brand attached to Gold

Italian style

Heritage
Vietnam economics time

2

Piaggio – high class motorcycle line

Vneconomy.vn
Consumer
Young fashion
Trade magazine
Dantri.vn
News.zing.vn

Vnexpress.com
Vietnamnet.vn


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3

Why choose Piaggio, not another brand?

Motorcycle forums
Trade magazine
Dantri.vn
News.zing.vn
Vnexpress.com
Vietnamnet.vn

4

Piaggio Vietnam - my choice, my love, my Business Forum
life.

The young
News.zing.vn
Kenh14.vn

5

Fashion magazine
Piaggio – the initial motorbike brand in Vneconomy.com

the world

Kenhthuonghieu.vn
Vnbrand.net
Business forums
Dantri.vn
Vnexpress.com
Heritage
Gold

Figure2. Some proposed headlines to strengthen Piaggio brand’s position on the
most accessed information channels (according to the result of survey)
4.3. Proposed Pr activities for Piaggio’s products
Piaggio motorcycle line is well known for fashionable, modern but romantic style.
The company should make a direct introduction of the standard quality, customer
care services as well as indirect performance of Italian elegant style, culture. This
motorcycle line’s style will be confirmed by series of stories written on:


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-

Normal travelling

-

On successful people

-

Those who have intention and plan to buy a motorbike

Besides, the message of love dedicated to this motorcycle line (vespa) will express
admiration, personality to the Italian designed motorbike. These stories should be
posted on first traffic rank online newspapers to get more customers’ attention.
Moreover, many stories of stars, models…will be posted on newspapers having
their photos accidentally taken with Piaggio motorcycle line. This aims to show
high rank of this motorcycle line. In addition, this is an important stage for the
company to raise the consumers’ awareness of new products. There should be more
newspapers, articles about Piaggio Viet Nam motorbikes especially for dominant
characteristics of Piaggio Viet Nam. For example, Piaggio Viet Nam is cheaper than
imported ones with the same quality, Italian style. Moreover, the stories about its
durability, convenience, comfort should be posted on large numbers of newspapers,
magazines that raise consumers’ knowledge of new product’s functions.
Next, the company should focus on the confirmation of wonderful feelings that this
motorbike line brings for users. In detail, articles, newspapers, newsletters aim to
express the pride, confidence of users as well as the admiration from other
transporters.
These articles, newsletter will be systematically distributed on different websites,
magazines. It yes, during a few months, Piaggio Viet Nam related articles will
appear on all kinds of newspaper, websites, or famous magazines. This will create a
large influence on the consumers’ awareness, and then change consumer habit to
increase company’s turnover. These are some proposed headlines for the company
to scatter its related information, news, stories through the most favorite
information channels of consumers (according to the result of survey of 100
consumers).


23

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Figure3. Proposed headlines on different magazines on the most accessed
information channels consumers’ use (according to the result of survey conducted
on sirvina.com)

CONCLUSION