TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA: MARKETING
MÃ ĐỀ/ĐỀ SỐ

1 ĐỀ THI KẾT THÚC HỌC PHẦN

Môn thi: Integrated Marketing Communications (IMC)

Lớp học phần: 2221702049701 – 9710 (CT Chất lượng cao)

Thời gian: 15/8/2022 – 28/8/2022

Hình thức thi: tiểu luận nhóm (nhóm tối đa 5 sinh viên)

Họ và tên:........................................................ Lớp học phần: ........................................

1. (2 points) Using the theory of communication process to explain ONE of the two
below advertisements.

First ad: https://youtu.be/9Sy3Nb7At-g

Second ad: https://youtu.be/PpZVVY70Bok

2. (7 points)

ELECTRIC VEHICLES: THE REVOLUTION FINALLY REACHES

VIETNAM!
Electric car companies are popping up at an impressive rate and creating the future
of transportation in the process. Silicon Valley startup Tesla Motors incorporated in
2003 with the goal of becoming “a car manufacturer that is also a technology
company” (to quote co-founder Martin Eberhard) and soon has become an icon
company for electric car industry.
But Tesla is not the only electric car company in the world. In the Far East, a
rather quiet player, is working steadily hard to find its place, not only in the local market,
but also in some important international markets. That company is Vinfast.
VinFast - a member of Vingroup – envisioned to drive the movement of global
smart electric vehicle revolution. Established in 2017, VinFast owns a state-of-the-art
automotive manufacturing complex with globally leading scalability that boasts up to
90% automation in Hai Phong, Vietnam.
Madam Le Thi Thu Thuy, Vinfast Global CEO once said that: “VinFast envisions
a sustainable future for people and the planet through green, clean and safe mobility.
1
This is a future built on intelligent services, outstanding customer experience, and a deep
care for the planet and future generations. VinFast is committed to innovative vehicle
design, quality, and technology, along with excellent customer service. We even aspire
to greater achievements - to be one of the leading electric vehicle manufacturers in the
world while inspiring our customers to be boundless together and join hands in the
electric vehicle revolution, creating a sustainable future for all”.
At VinFast Global EV Day, the company also officially announced retail pricing
and a groundbreaking reservation campaign for the VF 8 and VF 9 in the US, Europe
and Vietnam.
Vietnamese consumers are known for their eagerness, early adoption of new
innovative products and their sentiments towards national brands. However, buying a
1.3 billion VND electric car is not at all an impulsive decision, full of eagerness of trying
new toys or could be overwhelmed by some sorts of sentiments. Consumers need to be
convinced properly with its quality, efficiency, convenience and economy.
You are required to prepare an integrated marketing communications campaign
for Vinfast with the purpose of launching VF 8 in Vietnam market. You are asked to:
(i) Create awareness and liking for Vinfast in aspirational way that makes
Vinfast a desire for its target customers;
(ii) Be able to convince the company’s target customers about the VF 8 car’s
values.
Additional information:
Budget: 12 billions VND
Timing: 6 months (Oct 2022- March 2023)
Business objectives: Number of cars sold from Oct 2022 to March 2023: 10.000.
Report presentation and writing style (1 point).

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