Contents

I. Executive summary.............................................................................................................2
II. Marketing audit....................................................................................................................2
1. External analysis..............................................................................................................2
1.1 Pestel............................................................................................................................2
1.2 Porter’s 5 forces analysis..............................................................................................3
2. Internal analysis...............................................................................................................5
2.1. Internal factors..............................................................................................................5
2.2. Current marketing mix program...................................................................................6
2.3. Swot analysis................................................................................................................8
III. Marketing proposal..........................................................................................................9
1. Marketing objectives........................................................................................................9
2. STP strategy.....................................................................................................................9
3. Product...........................................................................................................................10
4. Price...............................................................................................................................11
5. Place...............................................................................................................................12
6. Promotion.......................................................................................................................12
7. People strategy...............................................................................................................13
8. Process strategy..............................................................................................................13
9. Physical evidence...........................................................................................................13
10. Action plan.................................................................................................................13
11. Budget allocation........................................................................................................15
12. Measures for monitoring and controlling...................................................................19
IV. Media plan.....................................................................................................................19
1. Media objectives............................................................................................................20
2. Campaign insight...........................................................................................................20
3. Segmentation..................................................................................................................20
4. Offer message development and creative......................................................................22
5. Budgeting and media mix..............................................................................................23
6. Integration into overall media schedule or plan.............................................................24
 I. Executive summary
II. Marketing audit
1. External analysis
1.1 Pestel
Factors In Vietnam market
Political Tax and - https://vnexpress.net/topic/phi-truoc-ba-
fees doi-voi-oto-16332 - increased car
registration fees in two big cities, Hanoi
and Ho Chi Minh City. Ho Chi Minh
City to 15% and 20%.
- https://luatvietnam.vn/thue/thong-tu-31-
2010-tt-btc-bo-tai-chinh-50575-d1.html
Circular 31/2010/TT-BTC dated
09/03/2010 of the Ministry of Finance
on amending and supplementing tax
rates applicable to passenger vehicles
with cylinder capacity over 2500cc but
not exceeding 3000cc (code
8703.33.51) is 83% import tax, 45%
excise tax and 10% VAT.
- The political system in Vietnam is quite
stable. In recent years, the problem of
corruption in Vietnam is less and less,
the political system is better than
before, there are no riots that disrupt the
state apparatus.
https://www.mt.gov.vn/matgt/tin-tuc/
988/32099/giao-thong-duong-bo-viet-nam---
thuc-trang-va-giai-phap-(ngo-xuan-
thang).aspx Traffic system in Vietnam is
still complicated: frequent traffic jams in big
cities and frequent traffic accidents, unclear
road and bridge policy.
- Aside from monitoring the auto industry's
safety, lawmakers are also worried about the
environmental repercussions of automobiles.
Almost all automobiles, motorbikes, and
buses run on fossil fuels like gasoline and
diesel, which emit a variety of pollutants
when burned. Carbon emissions, or the
quantity of carbon dioxide created when
driving, are the primary concern for
automobiles. Another round of regulation
for automakers to navigate, in addition to
existing environmental worries.
Economic Corona - In recent years, due to the impact of
Virus the covid epidemic that has broken
pandemi the supply chain in business, many
c companies have to close, leading to
an increase in the unemployment
rate.
Implication for Vinfast
(T) Buyers feel hesitant
before making a decision to
buy a Vinfast car because of
the cost they have to pay to
the tax office to own a car
compared to normal.
(T) This high tax rate makes
businesses like Vinfast afraid.
The first is because they have
to invest a large amount of
capital, and the second is the
increase in taxes and fees,
which means that the price of
the car also increases, fearing
that customers will no longer
support.
(O) Assisting Vinfast in
avoiding business disruption.
(T) People prioritize using
motorbikes or bicycles to
save time and other costs,
leading to a decrease in the
number of Vinfast buyers.
(O) Vinfast invests in new
cars with forms of
environmental protection. As
such, they can improve
revenue because customers
want to choose a vehicle that
is environmentally friendly
and does not cause pollution
(T) The percentage of car
buyers decreases
(T) Impact on Vinfast
 - Companies that import and export
raw materials and products from
abroad have to wait a while because
many countries around the world are
under lockdown.(
https://congthuonghcm.vn)
because raw materials and
auto parts they import mainly
from other countries.
Therefore, because of the
epidemic, the delay in
transportation has greatly
affected Vinfast's income and
profit.

Social
Technological
Environmental
Legal
- https://congthuonghcm.vn/index.php?mod=article&id=340
1.2 Porter’s 5 forces analysis
Competitive Rivalry
- Vinfast's major product in
the A-class car market is the
Fadil model. The i10
Hyundai and the KIA
Morning are its main rivals.
- Vinfast's LUX A2.0 model
competes against Toyota
Camry and Mazda 6 in the
D-segment category.
- Vinfast released the SA2.0
model in the SUV market,
but other companies, such as
Toyota Fortuner and Honda
CR-V, also fought to launch
it.
Buyer Power
Threat of Substitution
- Because Vietnam's traffic is
so congested, most
individuals will opt for
products like motorcycles,
bicycles, or other similar
items. A automobile is also
out of reach for many people.
+ Motorbike: has a price that is
affordable to the majority of people
and is appropriate for Vietnam's
High (T) Honda and Toyota have similar prices and
quality to Vinfast, plus they have a larger brand
awareness because they have been around for a
long time, therefore many buyers choose older
brands.
(T) Vinfast faces fierce competition because many
other car manufacturers are offering similar
products. Customers can choose similar product
models of other brands instead of choosing Vinfast.
Medium (O): With rising consumer demand for "clean"
automobiles, Vinfast has introduced new compact,
ecologically friendly electric vehicles that no other
Vietnamese company has been able to produce.
(T): Instead of investing in Vinfast, investors can
choose to invest in another product such as real
estate.
(T): Investors can put their money into automakers
like Honda and Kia, which have greater long-term
experience and potential than Vinfast.
High (O): The Covid-19 outbreak has made many people
fearful of taking public transportation, forcing them
to rely on personal automobiles to preserve their
health.
(T): Because there are some cheaper alternatives,
such as motorcycles, bicycles, and buses, some
customers will choose for them.
(T): To encourage people to use public
transportation and minimize traffic congestion, the
government may impose a fee for driving a private
underdeveloped transportation
infrastructure.
+ Bicycle: Affordably priced with
the added benefit of exercise.
+ Bus: Buses are inexpensive, can
transport a big number of
passengers, and are readily available
on the roadways, decreasing the
clogging of private automobiles.
Threat of New Entry
Supplier Power
- Vinfast works with a
domestic supplier, An Phat,
Southeast Asia's largest
plastic firm, which
specializes in thin film
packaging. An Phat works
closely with Toyota, Honda,
and Piaggio in the
automotive auxiliary
business.
- However, Vinfast chose to
develop a Vinfast - An Phat
joint venture in order to
ensure that 100% of the
products are delivered to the
Vinfast factory in the near
future.
- In the automotive sector,
Vinfast works with and can
work with numerous well-
automobile.
Medium (O): Because Vietnam's economy is still
developing, many consumers are unable to afford
high-priced goods. As a result, even if high-end
electric cars from manufacturers like BMW and
GM enter the Vietnamese market, people will still
prefer Vinfast's affordable electric automobiles.
(O) O: Vietnam has strict regulations in place to
ensure the quality of car sector assembly and
production, making it even harder to break into the
business.
https://www.pwc.com/vn/vn/publications/2021/
pwc-vietnam-ptb-2021-vn.pdf (T): The Vietnamese
government provides tax breaks to new businesses
(Duc, 2021). As a result, now is a good time for
new car manufacturers to enter the Vietnamese
market and compete with existing car
manufacturers.
(T) T: As environmentally friendly automobiles
become more popular, global companies such as
BMW and GM are increasing their investments in
electric vehicles.
Medium (O): Because the business in which Vinfast
operates has a large number of suppliers from all
over the world, Vinfast can look for suppliers in a
variety of nations.
(O): As a result of the Covid-19 pandemic, raw
material inventories are still high, leading prices to
fall.
(T) The switch between cable providers makes the
product quality not guaranteed evenly
(T): Because Vinfast only uses An Phat's plastic
products, this supplier will be able to demand a
premium fee in exchange for their collaboration.
(T): Because Vinfast works with well-known
foreign auto suppliers, the prestige and quality of
the company's vehicles will suffer if it ends its
relationship with them.
 known overseas vendors
such as Bosch, Eisenmann,
and Durr LG.
2. Internal analysis
2.1. Internal factors
Strategy - VinFast's vision is to develop a car with
(vision and Vietnamese identity that represents the
mission) country and is competitive enough in the
global auto market.
- Mission: Constantly innovating and creating
to create an ecosystem of high-class
products and services, contributing to
improving the quality of life of Vietnamese
people.
- VinFast invites potential future customers
from Vietnam to participate in the design
selection from the very beginning
- Continuing promotions for customers (free
maintenance, registration fees, discounts,
renewal of old collections, gifting
accessories, home vouchers, Vinhome, ...), a
large number of family members opened
showrooms and went out. foreign.
Productivity - https://baophapluat.vn/doanh-so-vinfast-
dung-thu-5-thi-truong-post343420.html
VinFast ranked 5th in terms of sales in the
first quarter of 2020, with a total of 5,124
vehicles sold. Passenger cars and light
commercial vehicles are included in the
statistics.
- · Sales in Q1/2021- 6,849 units, Q2/2021-
12464 units, October: 3320 units
- https://vingroup.net/vi/tin-tuc-su-kien/bai-
viet/2446/vinfast-chinh-thuc-ra-mat-tru-so-
tai-my Vinfast invested $200 million and
hired over 1,000 people at its headquarters
in California. (VinFast picked California as
its home because it is the best place in the
world to encourage the usage of electric
vehicles and self-driving technologies.)
- At the Los Angeles Auto Show 2021, one
of the greatest worldwide auto exhibitions,
VinFast unveils two completely new electric
car models, the VF e35 and VF e36.
System - Has a constructed customer relationship
management system
- The supply chain of VinFast - Careful
planning from the start (collaboration with
the world's leading brands: GM, VinGroup,
and Bosch - providing technology, AAPICO
Hitech - producing tires, Pininfarina,
(S1) Appealing to Vietnamese people's
"national pride" in order to encourage
them to support Vietnamese goods.
(S2) Attracting Vietnamese people to buy
Vinfast items because it is not just a
Vietnamese product, but it is also a
product developed for Vietnamese
people, with Vietnamese tastes in mind.
(S3) Increase the likelihood of selling
things by using promotions to attract
more customers and showrooms to make
it easier for them to find products.
(S4) Create possibilities to find new
customers by increasing brand
awareness.
(S5) A well-defined plan with
measurable objectives.
(S12) Excellent financial standing (Due
to the impact of covid-19, Vinfast
continues to expand at a rapid pace.)
(S3) Business development prospects in
new markets.
(S4) Product quality and efficiency are
constantly enhanced in order to suit the
needs of a large number of potential
customers.
(S1) Easily manage existing customer
interactions and cultivate long-term
relationships.
(S2) Possibility of building a brand and
gaining customer trust.
(W2) Making substantial payments to
vendors.
 Zagato, Turin, and Italy Design - four of the
world's leading automotive designers)
https://vilas.edu.vn/chuoi-gia-tri-
vinfast.html
Tangible Vinfast has launched many quality car product
Value lines, 100% manufactured and assembled in
Vietnam, by the hands and creativity of
Vietnamese people.
- The logo of Vinfast is designed as the letter "V"
representing Vietnam, Vingroup rises up
- Vinfast showroom system nationwide
- When coming to Vinfast automobile store,
customers are not only impressed with the car
product lines but also impressed by the staff
wearing beautiful Vinfast uniforms, representing
the only automobile brand in Vietnam.
Intangible - Brand positioning "First auto manufacturer in
Value Vietnam"
- Slogan "Strong Vietnamese spirit", full of
national strength, the will to rise like the meaning
of the name VinFast.
- Vinfast has close relationships with suppliers
- Vinfast website: https://vinfastauto.com/vn_vi
is connected to third-party websites, has support
services on maintenance, warranty and consulting
services,.
2.2. Current marketing mix program
Product Car models:  VinFast Fadil, VinFast Lux, VinFast
President and VinFast Premium
- The brand name was inherited from the parent
firm, Vingroup.
- Customers who purchase a Vinfast car can
take advantage of incentives such as a resort
experience at Vinpearl resort or tickets to the
Vinpearl safari in Phu Quoc.
- Two famous Italian designers: ItalDesign and
Pininfarina
- - Cooperation with well-known global
automotive engineering and manufacturing
companies such as Magna Steyr and Bosch,
AVL, ZF, GROB, Thyssenkrupp, AVL and
MAG.
Price - Market penetration
(S) design a quality brand identity
system, attracting customers from the
first meeting => showing an extremely
polite and luxurious space for customers
to take time to visit the products
(S) High product quality.
(S) An attractive brand launch ceremony
to help people know about vinfast
(s) a wide distribution system to increase
brand awareness and bring its products to
all parts of the country.
(W) There are few product testing
sessions
(S) Strong brand identity
(S) Slogan with Vietnamese national
spirit
(S) There are many benefits from
collaborative relationships with
stakeholders
S: Introducing a slew of new
automobiles with cutting-edge designs
and a range of prices, giving customers
more options = increased revenue and
profit.
(S): This will assist Vinfast inherit the
parent company's reputation and appeal.
(S): improve product competitiveness,
attract new customers, and increase sales
(S): Collaboration with designers,
engineers, and foreign companies aids in
the expansion of business thinking, as
well as the absorption and updating of
global trends to fit the same consumers.
It's past time to improve product and
service quality.
(S): attract more supportive customers at
cheaper prices in its segment
(W): suffered a long loss because he

Promotion - Expensive media campaign at the car launch
ceremony at the Paris Motor Show 2018.
- VINFAST also chooses to cooperate with the
world's top star David Beckham to elevate its
products to compare with other foreign
products. Not only livestream at VINFAST's
official fanpage, but also in other information
channels such as Channel14, VnExpress,
CafeBiz..
- Communication campaign through billboards.
After launching the billboards of VINFAST car
company stretching on roads across the country
- VINFAST's products appear in showrooms and
agents across the country
- Campaigns through media networks.
Advertising on TV
Place - Can be bought directly from the website
- General Motors acquired manufacturing and
distribution system
People - Mr. Michael Lohscheller, who previously held
the positions of Vice President of Volkswagen
USA and General Director of Opel Worldwide,
has been appointed as the General Director of
wanted to build a reputation
(S) Creating media effects to increase
brand recognition
(S) There are many promotions to
motivate customers to buy cars
(S) create conditions for customers to
buy products=> increase revenue
(S) Effective use of online advertising
with positive results with minimal cost.
(W) Not yet a well-known brand in the
market
(W) Expensive
S: Reaching more customers during the
Covid-19 outbreak, when clients are
unable to leave their homes.
S: Take advantage of a long-established
company's professionalism and
production excellence.
S: Take advantage of a well-known
brand's distribution infrastructure to
promote items.
S: Don't waste time starting over with
the distribution system.
W: If this company has a problem,
Vinfast will be in big danger, as it will
be unable to produce on its own.
S: Has the ability to reach a huge
number of customers throughout all
provinces.
W: It's expensive, but it's unlikely to be
profitable.
S: Recruiting qualified and potential
agents to provide clients with the highest
quality of service and products.
W: Because many dealers are terrified of
the severe criteria, they do not join
Vinfast, causing the company to lose
money.
(S): create a good product, improve the
customer experience, and meet the needs
of the customer
 VinFast Global (CEO). Aside from that,
assembling and training a team of engineers to
satisfy manufacturing demands is a major
undertaking. (S): Foster a sense of belonging among
- They want to make sure that staff get the finest employees and inside the organization,
training and development available. Each while also retaining top talent.
employee must be accountable for his or her
own responsibilities, and each department must
manage its own staff. Furthermore, vinfast
guarantees that staff are provided with a good
working environment.
Process Visit showrooms for automobile buying guidance, (S): Purchasing and hiring a car through
or use Vinfast's website to select and purchase a the website will help you save money on
vehicle. travel and avoid the present epidemic.
When registering a vehicle, you must have the
following paperwork ready:
Vehicle registration certificate - The manufacturer's
factory quality check document (original)
- Invoice for car purchase and sale between the (W): The documentation needs to be
dealer and the buyer (original) completed a lot because of the new
- Invoice between the manufacturer and the auto requirements in 2021. The delivery of
dealer for the purchase and sale of a car (Photocopy) the car to the customer will take longer
- The car owner's personal papers: Household than anticipated.
registration book and identity card/citizen ID (Copy
and - attach the original for comparison)
- A private company's certificate of business
registration or a foreign joint venture company's
investment license (Photocopy)
- Voucher for the registration fee (photocopy)
Pay all fees, including automobile rental, taxes, and
other obligatory expenses.
Physical - Luxury car design, driving stability comes (S): Customers will give good reviews
Evidence with warranty costs with very good customer about the product and can PR about the
service. product with their friends and relatives

2.3. Swot analysis

Strengths
1. Stable human resources
2. Strong financial resources
3. Positive brand image
4. High level of compliance - Quality
management
5. Dense dealer network
Opportunities
1. Inheriting and utilizing technology
from partners to develop new
products
Weaknesses
1. There isn't a well-known brand on the
market.
2. Customers are dissatisfied with the
cost of warranty, maintenance,
warranty service, and maintenance.
3. The ability of VinFast to promote and
publicize its products is not an
advantage.
4. Complicated paperwork, long waiting
time to receive the car
5. High cost of marketing
Threats
1. Brand barriers
2. Customers can easily choose other
alternative car companies
 2. Receiving consumer support in the 3. The automotive auxiliary industry in
context of robust domestic Vietnam is still limited
consumption in Vietnam 4. The required costs are too high
3. When the infrastructure in Vietnam 5. Pressure to expand the market
improves, it hits the Vietnamese
people's desire to own an automobile.
4. There are many opportunities to
invest in marketing as well as product
development
5. there are many opportunities for
international cooperation with famous
and reputable suppliers

III. Marketing proposal

1. Marketing objectives
- Achieve at least 75% awareness of Vietnamese people about Vinfast electric cars - the
first electric car in Vietnam by 2022
- Set a target to reach 3% of electric car market share in Vietnam by the end of 2022
- Increase sales by at least 10% per year for the next 3 years (2022-2024) (expected to
sell 7000 units by 2022)
- Increase Facebook visits to 5000 followers and 1000 followers on Youtube by
December 30, 2022
2. STP strategy
A. Segmentation
a. Demographic segmentation
Segment Age Gender Income Occupation Life- cycle
Young adult 18-25 Female and Male No income or Students, Bachelor stage
low income employees young, single
people.
Adult 26-40 Female and Male High-mid Employees, Newly married
income professionals couples young,
couple with 1 child.
Middle age 40-55 Female and Male High-mid Employees, Married, couple
income professionals, with 1 or 2 or more
Retired children.
The elderly Up to Female and Male Low income Retired Married, dependent
56 on pension and
children.

Targeting: The main segment that Vinfast should focus on is Adult and Middle Age.
The first reason is because persons in these two categories are more likely to have
secure occupations, therefore their income levels will be medium to high. The cost of
an electric car is sometimes several hundred million dollars or more due to the high
cost of production. Customers must therefore have a moderate to high income to
acquire an electric vehicle.
https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/07/thong-cao-bao-chi-ve-
ket-qua-khao-sat-muc-song-dan-cu-nam-2020/ Furthermore, Vietnam's GDP per
capita surged 2.7 times, reaching nearly 2800 USD, while the poverty rate dropped
dramatically from 32% to 2%.
b. Psychological segmentation
Customers often tend to care about environmental sustainability. They aim for
environmentally friendly products to improve the quality of the environment for
 Vietnam. Besides, there are customers who buy cars to serve their personal needs and
care whether the quality service is good without caring about environmental
protection. Therefore, there are two segments of customers who are interested and not
interested in environmental protection
Targeting: https://scp.gov.vn/tin-tuc/t10537/tac-dong-cua-xu-huong-tieu-dung-xanh-
den-doanh-nghiep-viet-nam.html The trend of green consumerism is now gaining
popularity, and the use of environmentally friendly items is likely to rise significantly
in the near future.(2018). As a result, the market for environmentally friendly
automobiles is a lucrative one with limited competition. When Vinfast invests in this
area, it can expand its market share. As a result, Vinfast should concentrate on clients
that are interested in long-term environmental trends in order to manufacture electric
vehicles that are environmentally benign.
c. Behavioral segmentation
Many individuals require an electric vehicle with standard features and a large
enough battery pack to allow for long-distance driving without having to be
recharged. Aside from seeking for electric cars with better battery packs, they also
want more modern features like a bedroom and a dining area inside for camping
and traveling.
B. Targeting:
Vinfast will concentrate on expanding its customer base in the long-distance travel
category. It will take a long time and a lot of money to generate electric automobile with a
dining room and a bedroom like well-known foreign companies. A freshly founded
automobile manufacturer will be unable to compete. Furthermore, rather than staying in
the car, the majority of consumers will rent a motel or pitch a tent when traveling and
camping. As a result, Vinfast will concentrate its efforts on developing superior battery
packs that deliver higher power and super-fast charging for long-distance travel.
C. Positioning:
Vinfast will promote itself in the minds of buyers as Vietnam's first electric car brand,
focusing on vehicle quality rather than pricing. Vinfast will focus on product features that
are modern and ideal, such as high-end battery packs that are comparable to European
electric vehicle manufacturers, in order to achieve this position. The product's pricing, on
the other hand, is comparable to Asian mid-range vehicles. This will cause Vietnamese
citizens to reconsider using foreign goods in order to ensure quality. They will work to
promote "high-quality Vietnamese goods" that are of good quality, affordable, and reflect
the country's spirit.
- Positioning message: To differentiate itself from other vehicles, Vinfast will try
to "Protect Vietnamese People's Health." When other automobiles in Vietnam
pollute the air and harm the Vietnamese people's health. Vinfast's electric
automobiles will not contaminate the environment and will help to enhance
Vietnamese people's health.
3. Product
- Ansoff Matrix: using Market penetration or expansion
Vinfast is no stranger to market penetration strategy. They have launched different models in
the market through many different distribution channels. Vinfast cars can be easily purchased
at many stores across the country
- 5 product levels:
+ Core benefit: means of transport for daily transportation
+ Generic product: Electric vehicles make it simple to move in the same way that a
regular automobile does, but they are far more environmentally friendly. Has all of the
characteristics of a typical automobile.
+ Expected product: Vinfast electric cars have high battery capacity, which means they
have a lot of energy to function, and they can charge in just 30 minutes using an inductive
 charging cord. They can also go great distances with good stability. Furthermore, driving
this electric vehicle is a pleasurable experience.
+ Augmented product: Vin's electric car also solves the problem of stalling when it rains
or floods. It is equipped with many propellers below and an engine system with a buoy
that helps the car float on the water like a canoe when flooded.
+ Potential product: Customers who purchase a Vinfast car will receive preferential
treatment at commercial areas such as Vincom and Vinhomes residential buildings,
among others. To suit the needs of clients, Vinfast will invest in new equipment for
electric vehicles. All three capabilities (land, sea, and air)
- Brand name: Viheca31
When the word "Vi" is placed at the beginning of each product, it keeps the Vinfast
brand's characteristic. He means "helicopter," and Ca means "canoe," implying that this
electric vehicle can go underwater as well as fly fish in the air. 31 focuses on three
incredibly useful functions that can only be found in the same product, three in one.
- Conduct test marketing for the new product version: Vinfast will use the Viheca31
model as part of a concept testing strategy to gain consumer approval and generate
finance. Participants will be introduced to the Viheca31 idea, and they will be given
the opportunity to deposit 1/3 of the car's price and try it out for a month. It is up to
them to decide whether or not to acquire the car once they are familiar with its
numerous features and benefits. If customers do not purchase, the deposit will be
repaid in full. As a result, clients will become familiar with the car they use once a
month and recognize its many benefits without the need for vinfast's ads. Furthermore,
if Viheca31 is as amazing as they had hoped, they will purchase a car right away.
Customers, on the other hand, are likely to feel humiliated if they seek for a refund,
therefore they will frequently prefer to buy a car instead.
- As a result of the product concept test, Viheca31 has gathered client feedback as well
as financial resources to continue launching.
4. Price
a. Based for pricing
- Based on competitor’s price:
Kia Morning (Korea) - cheap car: 304 million VND
· Hyundai Kona (Korea) - mid-range: 690 million VND
· Honda E (Japan) - mid-range: 742 million VND
· Nissan Leaf (Japan) - mid-range: 720 million VND
Tesla model 3 (USA) - mid-range: 800 million VND
· MG ZS EV (Thai) - mid-range: 887 million VND
Tesla model S (USA): 3 billion 121 million VND
· Kia Soul EV (Korea): 1 billion 780 million VND
 Electric automobiles are sold at various prices by Vinfast's competitors. VinFast's
target clients, on the other hand, are individuals looking for high-quality cars at a
reasonable price, and the company has priced the product higher than Korean-
Japanese cars but lower than U-cars. As a result, we may compare the VF e34 to
the price of electric cars in the low-medium class of competitors.
- Value- based pricing: https://vietnamnet.vn/vn/kinh-doanh/thi-truong/ty-le-so-huu-o-
to-tai-viet-nam-670787.html The number of people in Vietnam who wish to buy a car
is growing: the country's average per capita income is predicted to expand at a quick
rate of 8-10 percent per year over the next ten years. Vietnam's current average
income is quite close to the tipping point of demand for cars for various purposes
when compared to other countries in the region.
b. Set a new price
- Market penetration: starting price 600-650 million VND
 - Introducing a new automobile model at a cheap price to raise awareness and allow for
larger sales than competitors' electric vehicles in the same sector. When comparing the
features and utilities of Vinfast VF e34 with comparable models at greater costs in the
same segment, it can be observed that the Vinfast VF e34 does not lose. Customers
will also benefit from favourable policies and no import tax when purchasing electric
vehicles in Vietnam: Battery rental for 1.45 million people on a monthly basis, with
new batteries available at any moment. When the quality of old batteries has degraded
to 70%
-
5. Place
Distribution system - Vinfast continues to cooperate with 16 Chevrolet dealer systems of General
through Motors across Vietnam to distribute electric cars.
intermediaries - Vinfast continues to invite units that are distributing other car models such as
Ford, Honda, and Kia to join the Vinfast distribution system.
Continue to take advantage of the space at Vincom supermarkets nationwide to
display electric cars to the public and make sales showrooms.
- Continue to use 39 showrooms from North to South in favorable geographical
locations to bring electric car products to all parts of the country.
Production system - Vinfast will form a joint venture with LG Chem and Kreisel Electric to create
high-quality lithium-ion batteries for electric vehicles that meet international
standards.
- Vinfast will continue to create thin film packaging for the outside shell of
Vinfast electric cars entirely with An Phat.
- Vinfast will continue to employ the General Motors Vietnam production
system that it purchased before in order to benefit from their superior
technologies and manufacturing expertise.
Direct sales system - Vinfast continues to post electric vehicle products on Vinfast's website so that
customers can view product details and order directly. The staff will be
responsible for delivering the car directly to the customer so that the customer
does not have to go out during the Covid pandemic
- Customers can also continue to schedule maintenance, repair and test drive
electric cars directly on the website.
Distribution pattern Vinfast will maintain its selective distribution methodology and impose stringent
requirements for becoming a Vinfast agent. This will aid Vinfast in identifying
possible dealers with whom to collaborate when it comes to distributing electric
vehicles.

6. Promotion

Vinfast's customer segment focuses on high-middle income groups. Customers in this

segment want to own world-class cars, but at a reasonable price, suitable for their pocket, and
friendly to the environment.
For customers with average income, Vinfast will approach people with low or middle income,
or just need to use a car as a means of transportation, without requiring the characteristics of
shape and design.
In order to produce high-quality cars that meet international standards, from the very
beginning, VinFast has paid great attention to finding qualified parts and components
suppliers.
Planned communication; Product experience-based communication; 
Detailed planned communication plan:
Tools Media/ Content
Advertising • Promote goods, services and
products through television, print
media such as magazines or online
channels
• Display products at events or in
parks, malls
• Use review channels on youtube:
supercar . channel
Sales • Promotions when buying a car
promotion such as discounts for the second
purchase, gifts included when
buying products
• Apply free parking program at
Vincom shopping centers
nationwide
• 24/7 rescue
Free battery replacement
Public Organize trial events for electric
relation vehicles at parks or shopping
centers to help customers feel more
secure when buying products.
Direct Customer information and data are
Marketing available such as: Email, phone
number, address, etc.
Periodic reminders for standard
maintenance according to the
company's regulations: Customer
service staff will check the vehicle
repair schedule and notify the
customer about the term of the
standard maintenance level that the
customer's car is about to be
approved. direct calling or texting
Personal Combining in-store online
selling marketing and online consulting on
Vinfast's website or customer
service hotline
7. People strategy
8. Process strategy
9. Physical evidence
10. Action plan
Purpose
- Use KOLs (invite famous KOLs to be
known by many people and promote a green
lifestyle to protect the environment such as to
direct public opinion, create brand identity)
- The appearance in major foreign
newspapers including car-specific pages also
helps Vinfast promote its products to partners
or customers.
• To stimulate demand and expand the brand
• Help customers trust and feel secure during
the process of using the product
• Tapping into the psychology of the
customer's maintenance and replacement
accessories promotion program to increase
the likelihood of buying
Retaining old and potential customers
The primary objective of PR is to maintain a
positive brand reputation and to maintain
strategic relationships with the public,
potential customers, partners, investors,
employees and other stakeholders leading to
The positive image of the brand becomes as
relatable, practical and successful as possible.
- for the purpose of maintaining,
connecting and developing the
relationship between businesses and
customers
- Shorten response time to
customers=> businesses can improve
product quality
The consultants will help customers choose
the best product according to their needs =>
aim to catch the needs of customers, find
potential customers
Tasks Tháng T1/2022 T3/2022 T5/2022 T7/2022 T9/2022 T11/2022 T12/2022
12/2021

Market and v
customer
research

New product v v
design

Recruiting v v
staff with
expertise in
management
and sales

Uniform v
design

Looking for v v
qualified
suppliers of
spare parts
and
components

Building v v v v v v v v
charging
stations in all
provinces and
cities in
Vietnam

Survey and v v
consult
competitor's
selling price

Initial product v
pricing

Identify v v
processes,
systems of
production,
sales,
distribution
parties

Implement v
preferential
policies to
support
customers:
deposit, free
car model
transfer,
online loan
limit, sync
home service
system

Implement v v
campaigns to
promote
goods,
services, and
promotions
through
media
channels and
websites

Organize an v
experience
showroom for
customers

Collect v v
customer
reviews

Change and v
perfect the
product

Price v v
adjustment

Expansion of v v v
car
distribution
locations,
showrooms

Maintain v v
marketing
through
Vinfast's
website and
social
networking
sites
11. Budget allocation
Plac Activities Cost Explain Source
e
Formed a 13,000 For each battery pack produced, https://
joint venture billion you will have to pay for 2 brands a www.daily3svinfast.com/
with LG total of 130 million. 1 year gia-pin-o-to-dien-vinfast-
Chem and production of 100,000 electric vfe34-la-bao-nhieu/
Kreisel vehicles is equivalent to 13,000
Electronic billion.

Exclusive 5,000 With each set of covers, the N/A

cooperation billion production cost is about 50
with An Phat million. 1 year production of
company 100,000 vehicles is equivalent to
10,000 billion.

Using the 0 VND Vinfast has acquired the N/A

production production system of General
system of Motors since the production of
General gasoline-powered cars, so Vinfast
Motors does not have to pay any fees to
Vietnam. continue using it to produce
electric cars.

Cooperating 32 To be authorized by the Chevrolet N/A

with 16 billion dealer network in Vietnam,
Chevrolet Vinfast will have to pay the
dealer cooperation price each year. 2
systems in billion/year for each system, so 16
Vietnam. systems will be 32 billion.

Displaying O Vincom and Vinfast both belong N/A

and selling VND to Vingroup, so Vinfast does not
goods at incur any fees when displaying
Vincom electric cars at Vincom.
supermarket.

39 Showroom About The price of renting premises in https://batdongsan.com.vn/

từ Bắc vào 6 favorable geographical locations is can-thue-nha-mat-pho-cau-
Nam ở các vị billion often very expensive. The average giay/hang-o-to-vinfast-can-
trí địa lý falls in the range of over 100 thue-179-showroom-trung-
thuận lợi. million-200 million. bay-va-ban-hang-tai-ha-noi-
can-thue-mat-tien-rong-
ad96075

Bán trực tiếp O Vinfast establishes its own website N/A

trên website VND online, so there is no cost.

People Activities Cost Explain Source

Recruiting VinFast aspires to become a

professional representative of the Vietnamese
s, especially spirit with world-standard
 those who automobile projects
have worked
in the field
of auto parts
and
equipment

Training Vinfast cooperates with 5 https://

fresh colleges to deploy a model of vingroup.net/
graduates in joint training at College level tin-tuc-su-
engineering majoring in Mechatronics and kien/bai-viet/
Automotive Engineering 2193/vinfast-
nationwide. hop-tac-dao-
tao-cao-dang-
chuyen-nganh-
co-

Hiring it is directly associated with the

Production quality of the top product, so it
Manager should be recruited carefully to
avoid lax management and poor
product quality

Salesperson  Firmly grasp the legal aspects

and Sales and policies of Vinfast such as
Service warranty policy, return defective
goods

Process Vinfast 10.000. Vinfast announced a new sales https://

officially 000 policy when they launched the vn.sputniknews
accepts million vinfast vfe34 model .com/
deposits to dong 20210324/
buy cars vinfast-vua-
nhan-dat-coc-
oto-dien-dau-
tien-voi-gia-
chi-10-trieu-
dong-
10263681.html

Vinfast has When customers have a need to https://

implemented learn and want to experience vinfastauto.co
a driving, the staff can approach m/vn_vi/mua-
synchronous and deliver cars to the place for xe-vinfast-tai-
home patrons to experience, consult nha-dam-bao-
service and sign a contract. at the present an-toan-5k
system time.

Physical Vinfast has Helping to relieve consumers' https://

Evidence completed concerns about the range of vinfastauto.co
the electric cars, when they can be m/vn_vi/2000-
development easily recharged to continue the tram-sac-xe-
 of 500 journey similar to refueling. dien-vinfast-
charging dang-duoc-
stations trien-khai-nhu-
across cities the-nao

Expansion Reach more customers

of vehicle
distribution
locations,
Expanding
more
showrooms

Design a When all staff wear beautiful

sample of Vinfast uniforms, combined with
Vinfast staff elaborate and synchronous space
uniforms decoration will create an
extremely polite and luxurious
space for customers to take time
to visit the products. mine
 

Promotion Activities Cost Explain Source

Articles on 140.000.000 Appeared in the newspapers https://

Vietnamese brandcom.vn/
websites and bang-gia-pr-bai-
magazines viet-tren-bao-
dan-tri/

Run ads on 110.000.000

Facebook,
Instagram or
other websites

Ads on Pay when https://

youtube people watch www.bin.vn/
30s videos or youtube-ads/
the whole bao-gia-quang-
video cao-youtube

Invite KOLs 500.000- The website to book events https://

1.000.000 with world famous superstars advertisingvietn
USD celebritytalent.net offers a am.com/chien-
reference price to invite David dich-truyen-
Beckham thong-dat-do-
hao-nhoang-cua-
vinfast

Produce videos Invite a quality team to make

to advertise and promotional videos for
introduce products
electric vehicle
 products

Products Các loại đèn 209.000-

(đèn báo rẽ 3.701.000
trái, phải, đèn
chân, đèn hậu,
đèn phải
chiếu, đèn
phanh,...)

Lưới tản nhiệt 263,000- Bảo vệ bộ tản nhiệt và động

291,000 cơ

Kính chắn gió 593,000- Chắn bụi, mưa, gió và bảo vệ

667,000 hành khách

Gương chiếu 2.331.000- Hỗ trợ người lái quan sát 2

hậu 3.507.000 bên và phía sau

vô lăng 4.119.000 thiết bị hỗ trợ lái

Bảng đồng hồ 367,000- Hệ thống thông tin hiển thị

1.620,000

Bàn đạp ga, 362,000-

đạp phanh, 421,000
đạp ly hợp

Lốp xe 4.097.000- Hỗ trợ xe trong việc di

5.803.000 chuyển

Ắc quy 3.667.000

Động cơ 232.825.000 Giúp xe vận hành

Giảm âm, 225.000-

giảm rung, 1.823.000
giảm xóc

chân vịt 5.870.000 Tạo ra dòng chảy hướng trục

có tốc độ lớn, tạo ra động
năng lớn

Phao 730.000 Giúp xe có khả năng nổi trên

mặt nước khi trời mưa, ngập
lụt

12. Measures for monitoring and controlling

Factors Metrics
Revenue In VND per 12 months
Profit In VND per 12 months
Market share % per 12 months
Brand equity, customer satisfaction, Findings from customer research
 Cost effectiveness of marketing Using Romi, it stands for return on
investments for each promotional tools marketing investment
and chanel Romi=Revenue- Marketing expenses/
Marketing expenses
IV. Media plan
1. Media objectives
We opted to prioritize reach over frequency in our new PR plan to increase brand
awareness in potential electric car markets. The plan's overall reach will be between
71 and 84, with a moderate frequency of 2.4, according to the Ostrow's Model Reach:
>60 (high), 40-60 (medium), and 40 (low).
>6 (high frequency); 4-6 (medium frequency); 4 (low frequency)
Metrics Objectives

Attraction efficiency Ad impressions 4000000

Media cost 1, 875 billion

VND

Click-through rate 5%

Site conversation Clicks 200000

efficiency
Cost-per-click (CPC) 9375

Conversion rate (click to 35%

quote)

Lead conversion rate Opportunity response 50000

Cost-per-opportunity 37500
(CPO)

Conversion rate 30%

(Opportunity to sale)

Number of outcomes Sales 15000 units

delivered
Cost-per-sale (CPS) 125000

2. Campaign insight
3. Segmentation
Segmentation Target audience
variable

Relationship with - Because new clients have never purchased anything, Vinfast will not
company have their personal information to SMS or call for advise.
=> Vinfast should concentrate on placing product messaging and
visuals on television commercials, as well as adverts before each video
on Facebook and Instagram stories, online newspapers, and radio. The
electric car message not only adds value to users, but it also adds life to
them. It follows clients every step of the way as a nice companion who
has no negative impact on the environment. Images, advertising voices,
and the offer must be visible, but it must also be short and easy to grasp
 in order to stick in the thoughts of clients and prevent them from
becoming too lethargic to read. This will pique the interest of new
clients who are wondering choosing a car company to use
- Existing customers' personal information is already stored by Vinfast.
Via email and phone conversations, Vinfast will introduce electric cars
with the same functionality and offers. Vinfast does not need to go into
great detail because they have used Vinfast items, but they will commit
to the same level of quality as the things they have used. To prevent
causing clients discomfort and difficulty, emails and phone calls should
be sent every two weeks and should be brief. They should also be sent
outside of office hours.

Demographic - Intended for people in their middle and upper income brackets.
segmentation + Because they are all employed, advertisements on television,
Facebook, online newspapers, and radio must be broadcast outside of
business hours. Advertising for persons with moderate means must
place a major emphasis on reasonable prices and qualified vehicle
features. + Advertising for those with high earnings should emphasize
the value provided by luxury, ultra-modern functions, because this
audience wants to flaunt their wealth, and price isn't an issue
Married people are the target audience: Because people with families
are generally busy, they watch TV around dinner and spend less time
online than other audiences. As a result, ads on television must be
displayed during mealtimes. Because this object requires a vehicle that
can accommodate the entire family, including parents and children, it is
vital to enter in a message that benefits the entire family.

Psychographic of
attitudinal Most customers are afraid of quality risks for both themselves and the
segmentation environment. Cars are valuable and long-lasting goods, so customers
are not only worried about quality but also about safety, price and harm
to the environment.
=> TV and Facebook ads, online newspapers, radios need to put strong
emphasis on ensuring safety messages in terms of both quality and
price, so that customers feel that the product is quality and safe to use.
use and prices are not too oppressive. Emphasizing the brand value that
electric cars bring to users and the environment, both bring value to the
national spirit and are very friendly to the environment.
- For customers who like to experience something new
=> TV ads, Facebook ads, online newspapers, radios focus heavily on
new functions such as running on super-fast rechargeable batteries
without having to spend money to buy gas continuously, new AI
technologies appear. in the interior of the car. Hitting the brand value
strongly is to build a new one, but the price is not new, that is, the price
remains at the same level as the price of a gasoline-powered car, but the
quality and features of an electric car are completely new. cool and
modern.

Behaviour
Focus on office people because they have income and need a means to
move to work.
+ They often receive information through online newspapers or social
 networks such as Facebook, Instagram
+ Ads through online newspapers, Facebook, Instagram, Youtube
should be displayed at lunch break or around 8pm when they have
finished their dinner. Those are the times when they have time to read
newspapers, surf the Internet, watch entertaining videos.
+ Ads should be displayed in the form of photos and videos that will
make users feel attracted and see the heart of the message, instead of
text ads that will make them lazy to read. However, the video is not too
long and the photo is not too detailed, focusing on the outstanding
message to impress customers.

4. Offer message development and creative

Content Marketing
- Message: Vietnamese car company made for Vietnamese people, the first electric car
product in Vietnam, not inferior to foreign car manufacturers, incentives and utilities.
- Tone: strong, persuasive tone.
- Slogan: Strong Vietnamese spirit
Media Chanel & Idea Justification

Radio VOV traffic: Because car - Radio is not a medium that many
users are interested in traffic people listen to on a regular basis.
news while driving, traffic- Radio listeners in the auto industry, on
related radio advertising will the other hand, are people who already
reach a larger number of own automobiles and have moderate to
potential buyers. high salaries. Vinfast will reach
Idea: direct marketing: qualified buyers with a basic
Vietnamese brand, first understanding of automobiles by
electric vehicle in Vietnam, advertising on the radio. Vinfast may
registration charge, battery be able to sell more products as a
rental fee, charging station result of this.
system, etc.

Television TVC, sponsoring the program - Because the recently introduced car is
on channel VTV3, VTV6 at still fresh to everyone, Vinfast's goal is
8pm-21pm to boost brand recognition. Use mass
media to reach potential buyers more
simply and swiftly.
- Entertainment categories should
appeal to a broad audience and be
appropriate for late-arriving workers.

Internet Vnexpress: The newspaper is trusted and read by many

Idea: New car news, new Vietnamese people and has high credibility.
models, electric car
advertising. Reach customers in a different way, make
- Website: Otosaigon.com, them curious to find out.
Bonbanh.com,
Autopro.com.vn
Idea: create a topic to share Easily maintain relationships with old
vehicles, evaluate vehicles customers
plus seeding for Vinfast
 electric cars
- Email: Invitation to attend
showroom, product
advertisement: the first
electric car in Vietnam, ....

Smartphone  Advertise with SMS Customers will be able to recognize the brand
Brandname more easily if a conventional phone
Ideas: number is replaced with a business name.
Vinfast vf e34- the first As a result, there will be more contact
electric car in Vietnam. We between customers and brands.
recommend customers to Increase brand recognition while saving
showrooms to design and buy money and time.
products with high efficiency
in this month. If you have any
questions, please contact him
0912345678.

Social Facebook: trên trang của
media Vinfast
ü  Quảng cáo bài viết, video.
Seeding và chạy ads vào ü  Hiện nay, hầu hết khách hàng của doanh
khung giờ vàng (8h30
sáng đến 7h tối)
Idea: đăng tải các thành
tựu, sự kiện triển lãm,
minigame, các mẫu mã xe,
feedback khách hàng,....
ü  Do target customer của Vinfast là người
Việt và FB phổ biến nhất ở Việt Nam
với 68 triệu người dùng
nghiệp đều truy cập Internet và sử dụng
các nền tảng mạng xã hội hàng ngày.
Theo như thống kê của trang
Statista.com năm 2020 cho thấy, mọi
người trung bình dành 135 phút mỗi
ngày để sử dụng mạng xã hội.

Press Tạp chí: ô tô xe máy, Những người quan tâm đến ô tô thường sẽ
Xeplus tìm hiểu về các loại ô tô thông qua tạp chí,
Idea: Giới thiệu các thông báo mạng. Việc pr qua tạp chí giúp tiếp cận
số kĩ thuật, tiện ích, ưu đãi, được khách hàng có mục đích mua xe.
dòng xe của Việt Nam, bảo
vệ môi trường, giá cả hợp
lý, feedback của khách
hàng, đánh giá của người
trong giới,....

5. Budgeting and media mix

Media type Budget (Mil. VND) Media mix (%)

Television 300 triệu/5 tháng 36

Internet 50 triệu/1 tháng 6

Press 50 triệu/1 tháng 6

Outdoor 400 triệu/1 tháng 48

Radio 11 triệu/1 tháng 1.3

Smartphone 4 triệu/1 tháng 0,48

Social 10 triệu/1 tháng 1.2

media

Total 825 triệux5 tháng= 4 tỷ 125 triệu 100

6. Integration into overall media schedule or plan

Phase 2: Building brand awareness 2021

Month Month Month Month Month

1 2 3 4 5

Press

Newspaper (daily)

Automotive related magazines

Print outdoor billboards

bus waiting advertisement

Print advertising at the airport

Vnexpress

tạp chí Oto,xe máy

Digital

Radio ads

TV ads

Facebook ads

Exchange your old car for a new one

through TV media or social networking
sites

Use of KOLs through social networking

sites or newspapers

Via email or phone, the staff will call to

remind customers to go for car
maintenance

Advertise articles, videos. on Facebook,

youtube

Advertising by SMS