Marketing Strategy

GROUP GOBLIN
MEMBER:

 LE THANH HUYEN MAI

 TRAN NHUT THANH THIEN
 NGUYEN LE THANH
 TA PHUC LOI
 VUONG THI TRUC LINH

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  Executive Summary
Vinfast is a company specializing in the segment of vehicles (motorcycles, cars, ...)
under the Vingroup Group, also the first and only car company that produces cars in
Vietnam up to now. Vinfast started construction on Cat Hai island near Hai Phong city in
September 2017. The company designed its models with the help of Pininfarina, BMW
and Magna Steyr.

In addition to selling and manufacturing vehicles using gasoline, oil, ... besides,
Vinfast is developing more electric cars, especially electric cars. Perhaps, electric cars are
still new to the majority of domestic customers, but this is a reckless step of the company
to meet and pioneer in the use of green cars to protect the environment. in Vietnam in the
coming years. Because of its brand positioning as the "leader", factors from production
capacity, manufacturing technology, product diversity, design and quality, Vinfast has
the first choice for products. mine.

With the announcement in December 2019 that VinFast plans to market electric
cars to the United States by 2021, by the end of 2020 and early 2021, Vinfast will launch
its first electric car product.

To ensure quality and prestige, Vinfast products are carefully invested in stages
such as: Vinfast cooperates in technology and technique with leading European car
manufacturers; Hire the famous Italian designer ItalDesign, who made a name for Ferrari
and Lamborghini; Diversify products, suitable for all types of life style as well as market
segments; ...

In terms of price, Vinfast will use the strategy of a market segment (Low - Mid -
High) as applied on its gasoline / oil cars. In addition, the company applies a discount
policy and a payment policy.

Vinfast will apply a wholesale form, a 1-level distribution channel (Vinfast ->
Distributor -> Car Buyer) and in the future Vinfast will also create a car sales service on
its website. Further is the export of vehicles to foreign markets.

Product promotion is indispensable, important and indispensable. In addition to

organizing car events and exhibitions, the company promotes advertising campaigns on
the internet and on the media, newspapers, …

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 Through our defined strategies, we aim to increase the number of purchases above
the set level, increase sales, increase% market share, increase the number of new
customers, higher website visits, and more interactions. social networks, order conversion
rate, ... In addition, the company wants to create a great influence on all audiences so that
everyone knows the Vinfast brand with the desire to reach out further in the market.
domestic as well as international car schools.

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 Table Of Contents

 Executive Summary................................................................................................................................................2
I. Background:............................................................................................................................................................6
II. Industry research:....................................................................................................................................................7
1. Overview of the electric car industry:...............................................................................................................7
a) Early period:..................................................................................................................................................7
b) Weakening and disappearing:.......................................................................................................................7
c) The return and development:.......................................................................................................................7
d) Tesla prince the electric vehicle industry:.....................................................................................................8
2. General market information:.............................................................................................................................8
a) Key players: Tesla.Inc....................................................................................................................................8
b) Growth :......................................................................................................................................................12
c) Trends:.........................................................................................................................................................14
3. Competitors:....................................................................................................................................................14
d) Top leading electric vehicle companies and bestselling products:.............................................................14
e) Strengths and weaknesses of the main opponent:....................................................................................15
4. Vinfast and Vietnam's electric car market......................................................................................................17
a) Strengths and opportunities of Vinfast in Vietnam market:.......................................................................17
b) Weaknesses and challenges:.......................................................................................................................19
III. Situation Analysis.................................................................................................................................................21
IV. Budget:..................................................................................................................................................................23
1. Investment Ideas.............................................................................................................................................25
2. Select Actor......................................................................................................................................................25
3. The public opinion leader (KOLs).....................................................................................................................26
4. Video recording equipment:...........................................................................................................................26
5. Production crew / production personnel:.......................................................................................................26
V. Timetable:.............................................................................................................................................................27
VI. Marketing mix:......................................................................................................................................................28
1. Product:...........................................................................................................................................................28
a) Leading manufacturing technology:...........................................................................................................29
b) Leading design:............................................................................................................................................29
c) Diversified products:...................................................................................................................................29
d) Vinfast car quality:......................................................................................................................................29
e) Production direction:..................................................................................................................................30
f) Product attributes:......................................................................................................................................30
2. Price:................................................................................................................................................................30
a) Price strategy:.............................................................................................................................................30

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 b) Discount policy:...........................................................................................................................................30
c) Payment policy:...........................................................................................................................................31
3. Place:...............................................................................................................................................................31
d) Place:...........................................................................................................................................................31
e) Form:...........................................................................................................................................................31
f) Manufacturing.............................................................................................................................................31
4. Promotion:.......................................................................................................................................................31
a. Exhibitions, trade shows, events:................................................................................................................31
b) Internet:......................................................................................................................................................32
c) Media :........................................................................................................................................................32
VII. Goals and Objectives:...........................................................................................................................................32
1. Marketing goals:..............................................................................................................................................32
2. Marketing objectives:......................................................................................................................................32
VIII.Evaluation.............................................................................................................................................................33
IX. Human Resources:................................................................................................................................................34

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 I. Background:
The company was founded in 2017 by Vingroup. The company designed its models
with the help of Pininfarina, BMW and Magna Steyr and participated in the 2018 Paris
Motor Show. VinFast claims it will be the first volume automotive manufacturer in
Vietnam as well as the first Vietnamese automaker to participate in a major international
auto show.

VinFast broke ground in September 2017 on an 828-acre facility in an industrial

park located on Cat Hai Island near the city of Hai Phong. The investment is US $1.5
billion in the first phase of a program to make cars and electric motobikes at a greenfield
factory on the facilities. The company claimed that it has aggregated talent from multiple
established companies and is sourcing European design, engineering, and production
technology partners. The first two vehicles that were shown at Paris motorshow in the fall
of 2018 are the LUX SA2.0 and the LUX A2.0, designed by Pininfarina.

Additionally, General Motors recently announced a partnership

between Chevrolet and VinFast. VinFast will have exclusive rights to distribute Chevys
in Vietnam and will take ownership of the existing General Motors (GM Korea) factory
in Hanoi (VIDAMCO). That factory will then build a GM-licensed “all-new global small
car” to be sold under the VinFast name.

VinFast signed two contracts with Siemens Vietnam, a unit of Siemens AG, for the
supply of technology and components to manufacture electric buses in the Southeast
Asian countries.

For the 2020 Vietnamese Grand Prix, VinFast will be the title sponsor.

It was announced on December 2019 that VinFast plans to market electric vehicles
to the United States by 2021.

In February 2020, ex-Holden engineers are being recruited by VinFast in Port

Melbourne, making Australia the first overseas country to have a VF branch after the

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company moved in December 2019. The branch is known as VinFast Engineering
Australia, staffed by ex-Ford, Holden and Toyota employees.

II. Industry research:

1. Overview of the electric car industry:

a) Early period:

Electric cars are not a new concept but in fact have a long history. Since the
beginning of the 19th century, vehicles powered by electric power have had a competitive
position comparable to cars powered by steam engines.

Between 1832 and 1839, Robert Anderson of Scotland invented the first electric
tram. In 1842, American inventors Thomas Davenport and Scotsmen Robert Davidson
became the first people to put batteries into use for electric cars. By the 1865s, Camille
Faure had succeeded in improving the ability to store electricity in batteries, enabling
electric vehicles to travel longer distances. France and the United Kingdom were the first
countries to introduce electric cars in the transportation system by the end of the 18th
century.

b) Weakening and disappearing:

By the early 20th century, electric cars became weaker than cars using internal
combustion engines due to the following reasons:

At this time, major oil fields in the world were found to lead to lower prices of oil
and derivative products around the globe. The fuel problem for vehicles running on
internal combustion engines becomes simple.

In terms of price, in 1928, an electric car cost about $ 1750, while a gasoline-
powered car cost about $ 650.

Technically, the technology of making internal combustion engines and the

automobile industry made great progress: Charles Kettering invented the starter for
gasoline cars, Henry Ford invented the internal combustion engine. lower price, etc.

As a result, by 1935, electric cars were almost gone because they could not compete
with cars powered by internal combustion engines.

c) The return and development:

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 Starting in the 1960s and 70s of the last century, the world faced two major global
issues:

Energy issues: fossil energy sources such as oil and coal are not infinite, they are
likely to be exhausted and non-renewable. Vehicles directly using this source of energy
(gasoline, oil) will certainly not exist in the future. Meanwhile, electricity is a very
flexible type of energy, it can be transformed from many other energy sources, including
endless sources of renewable energy such as wind, solar, ocean waves, etc. As a result,
electric vehicles are the vehicles of the future. transportation, especially cars. Electric
cars are the answer to this problem because they have no emissions at all.

Thus, we see that electric cars are the optimal solution for both major problems,
which is why it has become a special concern since the second half of the 20th century,
and has become increasingly Great concern of the automotive industry and scientists
around the world.

d) Tesla prince the electric vehicle industry:

California electric car maker Tesla Motors began developing in 2004, later
becoming the Tesla Roadster (2008), the first product to be delivered to customers in
2008. Roadster was the first vehicle to be manufactured. The all-electric series uses a
lithium-ion cell battery that is allowed to travel on highways and is the first product of an
all-electric vehicle capable of traveling more than 200 miles (320 kilometers) after each
charge.

Tesla is named after electrical engineer, inventor Nikola Tesla. The Tesla Roadster
uses an AC motor based directly on Tesla's original 1882 design. Tesla Roadster, the
company's first vehicle model, was also the first car to use lithium-ion panels, the first
electric vehicle to run more than 200 miles on a single charge. In March 2012, Tesla sold
more than 2,250 Roadsters to 31 countries. Tesla stopped accepting orders for the
Roadster in the US market in August 2011.Tesla introduced the Tesla Model S on March
26, 2009. As of March 2013, Tesla currently has around 3,000 full-time employees.

2. General market information:

a) Key players: Tesla.Inc

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 Over the past year or so, a number of carmakers like Audi, Jaguar and Porsche have
launched new models to compete with Tesla electric cars. Yet they have hardly made any
impact, at least in the US.

The sales of Jaguar I-Pace, an electric sports car similar to the Tesla Model Y,
reached just over 1,000 this year. Porsche also reported similar sales for its electric car
sedan, Taycan.

Audi, which has grown steadily in the US over the past decade, introduced the E-
tron sports car last year but sales were quite "out of reach". So far, Audi has sold less than
2,900 units. In many states, E-tron is advertised at a price that is at least 13% lower than
the listed price, which is unusual for the Audi brand.

General Motors is somewhat better off with the Chevrolet Bolt, which it introduced
in 2016. It sold more than 8,000 Bolt this year. Meanwhile, Nissan Leaf sales are just
over 3,000 units.

Tesla is clearly operating at another level. 56,000 new Tesla vehicles have been
registered this year in 23 states, including California, Florida, New York and Texas.
Tesla's total sales in 50 states could exceed 70,000. Globally, the company sold about
180,000 vehicles in the first 6 months.

Tesla's superiority can be partly explained by its pioneering beginnings. Tesla has
sold a significant number of electric vehicles since 2012. The company and its CEO Elon
Musk have built a passionate fan base.

Tesla has long introduced new technologies, while others are just trying to catch up,
such as software updates or wireless bug fixes, to help car owners avoid the need for an
agent.

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  Value of Tesla's core products:

Tesla is always aiming to develop a vehicle that is capable of moving at high speeds
and accelerating fast, fashionable, but also environmental and convenient, scientific.
Since then Tesla has launched its core products such as Tesla motor S, Tesla Model X,
Tesla model 3 …

 Business model :

Founded in March 1, 2003, Tesla has never had CMO-marketing director during its
operations. Tesla also does not hire any external agencies in charge of communication
activities, no distribution agency system like some other famous car brands.

Since 2015, Tesla has not spent any money to run ads. Not long ago, an investor
suggested that Tesla should spend at least $ 50 on each car produced to advertise but
CEO Elon Musk resolutely objected. He even criticized other companies that only spend
money to run ads, instead of improving products to become better.

Tesla places stores or galleries, in shopping malls, in 22 U.S. states and Washington
DC. Consumers cannot buy a car at a store; They have to order on the Tesla Motors
website. The stores act as showrooms that allow people to learn about Tesla Motors and
its models. Galleries located in states with laws restricting the discussion of pricing,
finance, test drives, and other restrictions.

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 Tesla's strategy of direct sales through its stores is a significant start in the modern
business model in the US market. Tesla, Inc. is a manufacturer that sells cars directly to
customers, while other manufacturers through independent dealers.

With this policy, Tesla will overcome the disadvantages of traditional sales model
such as:

- Do not interact directly with customers

- Depends too much on a sales channel, when the channel changes policies, sales
activities are affected

- Uncontrollable wholesale price mechanism, dumping, reducing the rate of single

closing

- High cost of bringing in a new order

- Unable to predict user trends

Thanks to this model (Direct To Customer), Tesla owns impressive business results.
Last year, they sold nearly 400,000 cars, 1.5 times higher than 2018 and 3 times more
than 2017. In fact, the number of cars the company does not keep up to distribute and the
only problem is that customers have to wait. too long.

But now 48 states have laws that restrict or prohibit manufacturers from selling cars
directly to consumers, and even though Tesla doesn't have independent dealers, dealer
associations in many states have given many litigation against Tesla, trying to ban Tesla
from selling cars in some states. North Carolina and New Hampshire sided with Tesla
while Virginia and Texas sided with the other. This has prevented Tesla from operating
in both states, where Tesla has showrooms. It is increasingly difficult for Tesla to sell
cars directly to customers in the United States because the government has repeatedly
advanced and sued Tesla for ignoring the law.

 Customers aim to:

Tesla's strategy is to provide consumers with electric products and enter the car
market with high-end cars targeted at wealthy buyers. When the product is gradually
completed and sold well, the Company will enter the affordable market with more
competition.

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 Targeting high-end products for wealthy leaders is a common business strategy in
Silicon Valley and the global technology industry, where the prices of the first versions
of phones and laptops hands, flat-screen televisions are all very high at the beginning and
subside at later product cycles. According to a blog posted by Musk, "New technology in
any field needs several versions to optimize before becoming popular on the market, in
this case, competition with 150 years and thousands. billion dollars for gasoline-powered
cars.

While the Roadster is priced at $ 109,000, the Model S price is only $ 57,400 and
the company is planning to launch cars priced at only $ 30,000 in the near future, under
the code name BlueStar.

Tesla focuses on pure electrical technology, even for large car sections and over 200
miles. Musk won the 2010 Inventor Award in the field of car manufacturing for
accelerating the development of electric vehicles for the global car industry.

b) Growth :

As fossil fuel resources become increasingly exhausted and expensive, and the
impact of emissions and air pollution is increasing, electric vehicles become a more
viable option. Let's take a look at the statistics below to see that the era of electric cars is
really coming.

In the US market, electric vehicle sales in 2017 increased by 21% over the previous
year, the number of electric vehicles sold increased from 158,614 in 2016 to 199,826 in
2017. In Europe, from January to June This year, the number of electric cars sold was
approximately 195,000, an increase of 42% over the same period last year. Norway is the
leading country with 36,500 vehicles sold, accounting for 37% of the country's new
registered vehicles. The UK market has grown at a slower pace, and has sold only 30,040
cars since the beginning of the year, due to less attractive domestic production of electric
vehicles from Ford and Vauxhall.

Consulting firm Wood Mackenzie forecasts that by 2035, 1 out of every 9 cars sold
will increase the total number of electric cars to 125 million. Bloomberg New Energy

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Finance also expects that by 2022 or earlier, electric cars will be cheaper than gasoline
cars. By then, expect the market and sales of electric vehicles will grow even stronger.

The electric vehicle industry has grown rapidly over the past ten years, with the
number of global electric passenger cars reaching 5 million in 2018, up 63% from the
previous year. About 45% of electric cars on Chinese roads in 2018 - a total of 2.3
million - compared to 39% in 2017. By comparison, Europe accounted for 24% of the
global and the United States was 22%.

Figure 1 Chart showing sales of electric and hybrid cars sold between 2010-2017

We can see that electric cars and vehicles using clean, environmentally friendly
materials are completely the trend in the future and this market is a big piece of cake and
will be even bigger in the near future.

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 According to a recent study in the US, the number of electric vehicles sold in the
US from 2019 to 2028 will skyrocket from 382,920,000 units to 3,000,000 electric cars a
year, which proves that the electric car craze will Come to the world in the near future.

c) Trends:

Currently, many electric car manufacturers are looking at the electric car market in
Vietnam and we believe that it is a legitimate basis for the near future. When in the world
in general, Vietnam in particular, fossil fuel resources are scarce, the environment is
polluted, the price of gasoline increases ... Oto electricity will gradually replace other
means of internal combustion with gasoline . The trend of developing electric cars has
become a strong wave around the world, neighboring countries such as Thailand,
Indonesia and then Cambodia are also actively following this trend.

In addition, electric cars are said to have a better safety mechanism for drivers than
internal combustion engines. In the event of an accident, the electric system will
disconnect directly from the battery and the engine will stop working faster, helping the
driver and other passengers in the car minimize the risk of serious injury or death.

A study in the US last year also said that the cost of fuel consumption (electricity)
of electric cars after 100 km is equivalent to 1.8 liters of gasoline, if converted into
money value.

In addition, electric vehicles run on electric motors and therefore do not require
engine lubrication. According to calculations by Tesla, the largest electric vehicle

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company in the world, the maintenance cost of electric cars is less than 30% of cars
running on other fuels.

Electric cars also bring comfort to people in the car. The noise of an electric car is
almost only noticeable when the vehicle is moving at high speed. Engine noise,
especially when traveling under 30 km / h, is difficult to notice.

3. Competitors:

d) Top leading electric vehicle companies and bestselling products:

 Tesla (Main rival):

Tesla is by far the most popular and recognizable electric vehicle manufacturer.
Tesla is a fully electric car manufacturer, as its entire product line includes only electric
vehicles. They started selling the Tesla Roadster sports car in 2008, then the Model S,
Model X, a midsize CUV and most recently the Model 3, this is a midsize car and has
soared in Car sales in general. They are currently developing the all-electric Y, CUV
model and a pure electric pickup concept in action. Tesla is the world leader in electric
vehicle sales and has sold nearly half a million EV so far.

 Chevrolet:

Chevrolet started selling the Volt, an extended electric vehicle (EREV) in late 2010.
Chevy Volt has been one of the best-selling electric cars in the US since its launch. In
fact, it was the best-selling EV car in the US in 2012 and 2013, and was in the top 5 in
the US EV sales each year when it was available. The Chevy Bolt is an all-electric EV
from Chevrolet launched in 2016 and the second in EV sales in the US in 2017, only after
Tesla Model S. cars Chevrolet can be fast charged with level 2 charging station.

 BMW:

BMW currently has 5 different electric cars for sale. The I3 is an all-electric
hatchback, and also comes with a petrol range extender as an option. Four other electric
BMWs are plugged into hybrid electric vehicles (PHEV). These include the i8, a high-
performance sports car, the X5-40e, the electric version of the famous SUV X5, 330e, the
electric version of BMW's best-selling car, the 3-Series, 530e, plug- Print version of the
530 and 740e sedan, PHEV version of BMW's flagship luxury car is the 7-Series. BMW
sold more than 100,000 electric cars in 2017 and of course will sell about 125,000

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electric cars in 2018. All BMW cars can use a second-class charger for fast charging at
home.

 Nissan:

Nissan only offers the EV is LEAF, a medium-sized 5-passenger hatchback. LEAF

was launched in 2010 and, as mentioned above, has become the world's best-selling
electric vehicle. Nissan has sold more than 350,000 LEAF worldwide and recently started
selling 2nd generation LEAF. Besides increasing the range of LEAF, 2nd Generation
LEAF also charges faster than the original LEAF, and now comes standard with the
onboard 6.6 kW charger, double that of the original 3.3 kW LEAF charger.

e) Strengths and weaknesses of the main opponent:

 Tesla:

Advantages :

- Reasonable price

- Autopilot

- Strong operation

- Low operating costs

- Safe, smart and quality thanks to integrated technology

- Many interesting hidden features

- One charge can run 400km

Defect:

- Driving is not convenient because there are few refueling stations

- Not suitable for cold weather

- Tesla upgraded the software, not the hardware

- Only the US market is in favor, and not everyone is in this category

 Chevrolet:

Advantages:

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- Long operating distance after only one charge: 350km

- Modern infotainment system

- Brake for sure

- Smooth running ability

- Outstanding safety features

Defect:

- Chervolet models of electric seats are hard and uncomfortable

- The design is not beautiful yet

- Outdated sound system

- The standard version lacks some essential features

 BMW:

Advantages:

- Nice design, luxury.

- There are compact, luxury cars suitable for urban travel

- Stable speed, fast acceleration.

- The steering system provides a gentle feel and precise handling

- Good party

Defect:

- The price is too high and towards the luxury customer market

- Operating distance after 1 short charge: 150km

- Steering system is not working well when cornering

- Low roar

 Nissan:

Advantages

- Low price

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 - Dramatic appearance

- Eye catching interior

- Strong engine

- Many smart features

Defect:

- Speed is not a strong point

- The driving experience is not interesting

4. Vinfast and Vietnam's electric car market

a) Strengths and opportunities of Vinfast in Vietnam market:

Vinfast is the first car manufacturer in Vietnam, so Vinfast has many opportunities
to develop and attract customers because currently the demand for buying and using cars
in Vietnam is gradually increasing and catching up. compared to the trend with ASEAN.

Thanks to the fact that cars are manufactured and assembled in Vietnam, the prices
of cars and equipment on the car are much higher than that of other cars in the same
segment because they do not have to carry import car taxes, which makes the fleet. price
up 2-3 times.

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 The market of electric cars in Vietnam is still young and new to the majority of
consumers, so Vinfast can take advantage of this time and opportunity to launch
Vietnamese brand electric cars. and won consumers' trust before electric car giants like
Tesla, BMW, and Chervolet attacked Vietnam market.

One of the secrets to help VinFast gain great momentum, overcome challenges in
terms of time and produce products in a very short time is because Vinfast has
experienced, reputable partners and Long-term operation in the field of research,
manufacture and manufacture of automobiles and motorcycles in the world. VinFast
products are born from the experience and understanding of partners and the serious,
drastic and persistent investment of Vingroup.

One of the great advantages of VinFast is that Vinfast is not a traditional car
company. Therefore, VinFast is not constrained by traditional product thinking as well as
having to maintain and develop products that are 'inherited' or restricted in terms of
pendant and technology. Therefore, Vinfast is free to produce products that Vinfast
believes will catch the market trend.

Right from the beginning, VinFast has cooperated closely with the world's leading
partners, having experience and reputation in the fields of engineering, technology and
manufacturing, such as BMW, General Motors, Magna Steyr, AVL. , Bosch, Siemens,
Pininfarina, Ital Design, GROB-WERKE, Eisenmann, Schuler, Dors, ABB, FFT, EBZ ...
This partnership is an important basis for VinFast to build a modern production complex.
leading the region and producing products of the same quality as the most famous
automobile brands in the world, sold at prices consistent with the income of Vietnamese
people.

On the other hand, the advantage that VinFast might use is the national spirit. Many
Asian carmakers have risen from their "homeland", using national pride as a competitive
advantage in the race against the "big" Western.

b) Weaknesses and challenges:

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 Output of the three leading companies
Units: PCS
100000
90000
80000
70000
60000
50000
40000
30000
20000
10000
0
TC Motor Toyota Thaco

Car All Vehicles

In the car market, Vingroup has not had any experience, which makes it difficult for
car production and installation as well as access to this new market. We can see the
market share of cars in 2019 in Vietnam Truong Hai (Thaco) still holds the number one
position in market share with 91,710 vehicles of Kia, Mazda, Peugeot, trucks and buses.
Toyota Vietnam ranked second, selling 79,328 Toyota cars and 1,511 Lexus cars, totaling
80,838 vehicles. TC Motor ranked third, reaching 79,568 units, up 25% compared to
2018, its car is almost fully assembled. If only the car segment, Toyota is still the "king"
in Vietnam with 78,795 units. The company mainly sells cars, with only one commercial
vehicle being the Hiace, with modest sales of 533 cars throughout the year. Ranked
second is TC Motor 69,916 and Thaco comes third with 66,470 units. Thaco has the
advantage of selling all three brands, but separating each brand, Kia and Mazda sell less
than Honda. This shows that Japanese and American automakers have a relatively high
market share in Vietnam. This is more emphasizing about the outward preference of
Vietnamese people.

The market for electric cars in Vietnam is also difficult to develop and many
difficulties because at present, the infrastructure for electric cars is not completely
suitable and convenient as possible, for example electric charging stations for
motorcycles. There is very little electricity even though electric motorbikes have been
deployed in Vietnam for many years

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 In addition, supporting industries in Vietnam have not really developed. For a car,
the details that make up are not simple. Therefore, the company has 8 components
factories approved for investment policy, in the stage of contract signing and factory
design, with diversified partners from Germany, USA, France and Thailand. ... This is
even more emphasized, to be able to produce a car made in Vietnam 100% absolutely not
easy.

Years of research show that Vietnamese customers are a bit shy about buying high-
value items made in Vietnam, they are afraid of quality. It doesn't matter if you buy food,
drinks, or Vietnamese furniture. But for complicated and expensive things like cars, they
may be shy.

The final challenge is about new technology. Batteries are not the only clean
technology. In 2015, Honda tested hydrogen technology on taxi models to prepare for the
2020 Tokyo Olympics. Hydrogen fuel technology was considered cleaner than gasoline
engines and batteries, and more convenient for users. . If Honda or the automobile
companies apply this technology on future scooters and cars distributed in Vietnam, these
are not small challenges for VinFast's electric car project.

III. Situation Analysis

Customer sample survey

7%

37%
57%

30-45 Under 25 26-30

After we conducted a survey with a customer group of 56 people as shown in the

chart above, we have the following conclusions and surveys:

In the Vietnamese market, the first car brand that the customer thinks about is none
other than Mercedes, the German car company that has stormed Vietnam for many years
and shaped with luxury and elegant style in mind. Vietnamese consumers, so we can see
that although they love cheap prices, what most customers like and want to aim for is the

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optimal luxury and elegance. Out of 56 customers, up to 98.1% of customers know the
car brand Vinfast, Vinfast has become more and more popular for all customers of
different ages in Vietnam.

Customers know Vinfast in many different forms:

How do you know Vinfast?

Advertisement

Internet

Newspaper& Magazine

0 10 20 30 40 50 60

Out of 56 customers, only 31% have the opportunity to experience a Vinfast car.
When asked whether customers want to use electric cars or gasoline engines in the future,
55.6% choose electric cars and 49.4% choose gasoline cars, showing that gasoline cars
have gradually increased. the trend, although the distance is not too large, is somewhat
dominant and is an inevitable trend of the future car market.

With the opinions of customers, we form the price list of electric cars as follows:

Best Price For Customer

6%
Less than 1 billion
1% 1-2 billion
2-3 billion
41% Over 3 billion

52%

With the survey results, customers say that in the coming years when Vinfast
produces electric cars, the number of customers who want to use is up to 96.3% and
requires building more power stations to facilitate the migration. transport and operate the
company's electric cars.

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 Customers evaluate Vinfast cars as relatively good, they pay much attention to
product quality and service quality when doing surveys, in which customers assess the
importance of car quality when choosing products, accounting for 96 , 3%; service
quality is 53.7%; Brand name 40.7% and price 51.7%. Customers appreciate the Vinfast
brand reputation, environmental protection, fuel economy, good quality and price.
However, in terms of design, there are still many customers wondering and thinking that
Vinfast car design is not as beautiful as they expected. 35.2% of customers said that the
car's interior was not eye-catching, the operation was not smooth, the soundproofing was
poor, the space was narrow; Those are the main weaknesses that customers think are not
good and need Vinfast to improve.

The Vinfast car manufacturer rating table for customers to vote:

Vinfast customer rating score

30

25

20

15

10

0
1 2 3 4 5 6 7 8 9 10

IV. Budget:

TOPIC TIME COST NOTE

1 Advertise on TV 30s 100.000.000VNĐ The time is at

1 channels like VTV3 19:55 after
the 24/7
sports new
ends.

2 Advertise on channels 30s 25.000.000-33.000.000VNĐ The period is

2 HTV7-HTV9 from 19:45 to
20:15

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 3 Do a TVC Approximately 30,000,000- Depending on
3 advertisement 1,000,000,000 VND in the cast and
included which: equipment,

- Investing ideas - 1,000 - 5,000 USD the cost may

increase or
- Actor selection - 300 -500 million VND
decrease
- Key Opinions
Leaders (KOLs)

- Video recording
equipment

- Production crew
/production personnel

4 YouTube advertising 20.000 USD

4 reaches 100,000
viewers

5 Banner on Youtube 4.000VNĐ/1CPC Right position

5 and in the
video

6 Vinfast year-end About 1-2 billion VNĐ

6 concert show

Total cost (BUDGET): 115,843.76$ - (2,692,000,000 VNĐ)

The golden hours for advertising are considered as sacred hours of the day for
products. It is known that a commercial for about 30 seconds is broadcast on VTV3 at
19h55, which means that after the 24/7 sports news ends, the package price is
100,000,000 VND while also in that time frame VTV9 channel has The softer price is
only about 30,000,000 VND. As for the HTV7 & HTV9 channels, 25,000,000 to about
33,000,000 is the amount that needs to be spent in the period from 19:45 to 20:15. Also
for HTV7, the world news advertisement (19:45) has a cost of 70,000,000 VND /
program.

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 The price of a TVC clip does not have a certain number, but depending on the
actual needs of customers, there will be many different prices. However, the prices given
are also carefully calculated based on many factors such as actors, filming equipment,
location, production crew ...

A clip with the lowest price is 30 million VND:

his is a fee charged for a normal standard TVC, not too investment in technical
terms or actors. This TVC product may be the result of semi-professional or amateur
promotional filmmaking groups. Although the quality of advertising is normal but still
widely used, the effectiveness of the message and communication effects will be lower
than those of a large investment advertising price.

The highest price ad on 1 billion:

The reason TVC has such a high price is because businesses focus on investing in
modern machines, famous actors like Tran Thanh, Minh Hang, Son Tung MTP ... or
advertising uses many difficult techniques. . Usually, big businesses are willing to spend
a billion to produce advertising films to assert their scale and attract customers. With
such a high TVC value, of course it would also yield a high amount of effective active
communication.

1. Investment Ideas

The most important thing when producing TVC advertising is probably the idea. It
is the new and different ideas that will make the value and effectiveness of a TVC. One
idea developed to make promotional videos is the result of hard work. So the price to pay
for consideration, creative thinking will usually cost from 1,000 to 5,000 USD. Paid
creativity includes draft ideas, storyboards, and brand research to come up with the right
concept.

However, in fact, not all videos need to invest carefully in terms of ideas if the
budget for production is limited. There are also TVCs with a simple idea, parody or copy
from an idea, sometimes when the brand has a preliminary idea, the cost of implementing
the idea to produce production is about 1 million - 5 million.

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 2. Select Actor

Considering the whole cost that constitutes the price of a promotional video, the
cost for actors is more than the cost of producing a TVCs clip. If you are willing to invest
in TVC by inviting famous A-list actors like Pham Huong, Minh Hang, etc., the cost will
be spent on such actors (including filming clips, using images, speaking, etc.). .) it can be
over 1 billion, while the production cost is only 300-500 million.

If you book new actors who can act and match your ideas and brands, the cost is
about 1/3 of the production value of the clip.

Along with the cost of the actor, there will be other costs incurred such as casting
costs, costumes, makeup, finding actors, ... so not to waste money and time for the actors.

3. The public opinion leader (KOLs)

One of the tools used when the commercial clip is broadcast are the KOLs. KOLs
can be famous singers, actors, influencers in a field, hot faces ... to help promote
advertising clips or reduce media costs. Choosing the right KOLs with the TVCs
campaign and ideas will help you create a terrible advertising push like the success of big
brands like Bitis hunter, Omo, Tiki, .. Sometimes KOLs also selected as a part of the
advertising campaign that businesses are willing to pay in addition to spending a sizable
amount on actors.

4. Video recording equipment:

When making a professional TVC, it is indispensable for the film equipment.

Perfect, eye-catching movies get when you invest in recording equipment. Usually the
manufacturers advise you to shoot the most expensive film equipment (Red Gragon, Arri,
..) but sometimes the quality of the clip you do not need.

When you invest a large sum of money you will not be afraid to upgrade and use
modern rotating equipment with large models. For example, if you want to have
panoramic frames from above, the Drones also cost you a large amount of money to own
before using them.

On the other hand, when shooting with high-end camcorders will also incur costs
with professional auxiliary equipment such as lighting, lens, dolly, monitor, gimbal, ...
You can not use daylight 1kg5 for kino, daylight. red, arri machine is that must go with it

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M16, daylight 6kg4, .. However paying for the device means you will get sparkling
beautiful frames, virtual pan, smooth and vivid images.

5. Production crew / production personnel:

A professional production team is essential, even mandatory when doing TVC

advertising, you have a good idea, good equipment, a famous actor, but you choose a
production team with no experience, it will also throw it away. money through the
window.

Because in order to make a TVCs clip expressing all your ideas, the director, DOP,
production director, post-production director, cameraman .. are extremely important
decision makers. Choosing the TVCs production team that is still inexperienced, lacking
in shooting skills, you cannot make an impressive clip of TVCs with precise frames. This
is a factor that often leads to overspending while producing promotional videos if not
carefully invested and selected. However, with a clip of TVCs, even though the
equipment is not too pro, the actor is not too good, the experienced director, dop and
production director will handle it all for you.

YouTube ads have an average cost-per-view of $ 0.10 - $ 0.30

The average cost of reaching 100,000 viewers is around $ 20,000.

V. Timetable:

Time Activities

 Establish an official social networking

site for the event.
8/2020 – early 2/2021  Use blog post to outline mission topics
 Update product notifications on all
social networks

 Find media partners

8 – 9/2020  Contact The influencer/ KOL/ Artist
 Create ideas for product ads

11/2020  Shooting product promotional videos

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  Post the news, product demo in Social
media

 Paid advertisement screenings

 PR product through The influence/
KOL,...
12/2020
 Organize incentive and discount
programs for customers who buy products
(Combined with Vsmart to organize this event)

 Event announcements: including

Early 1/2021- early
celebrity concerts + actual product experience
2/2021
on all social media sites and reputable media.

 Organize this event combine support

Early 2/2021
from social media and journalists.

VI. Marketing mix:

Marketing Mix (or Marketing Mix) is a concept commonly known as 4P marketing,
including marketing tools used by marketers to achieve their marketing goals. Marketing
Mix 4P consists of 4 basic elements: Product (Product), Price (Price), Place (Location),
Promotion (Promote). These 4 factors are also known as Mixed Marketing or Marketing
Mix. The level of success in applying 4P in marketing will greatly affect the company's
revenue.

1. Product:

Main product name: Vinfast electric car

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 Vinfast currently has up to 5 models of cars have been launched on the market and
is coming in late 2020 Vinfast will launch the 6th model car and is the first electric car
model of this company. Vinfast's small electric car is temporarily called IDG EV A. IDG
EV A electric car emphasizes the width with definitive and dynamic lines.

For the domestic automotive products and industry, electric vehicles are a new
product to the majority of customers and there are still not many car companies
participating in this market in Vietnam. Vinfast electric cars will have a lot of potential to
meet and pioneer in the use of green cars to protect the environment in Vietnam in the
coming years. Although Vinfast cars have only been sold for nearly 1 year, thanks to
good product quality and beautiful models, Vinfast cars have ranked 5th in Vietnam after
Hyundai, Toyota, and Kia. and Honda. As the first and only car company in Vietnam
today, Vinfast should take advantage of opportunities and opportunities to seize, pioneer
and promote the Vietnamese market of trending electric vehicles. protect the environment
and the future, implementing the strategy to cover the market of electric vehicles in
Vietnam before other big automobile companies start to bring electric cars to Vietnam.
Vinfast's marketing strategy is the Market-Leading Strategy. Vinfast's brand positioning
is "The first automobile manufacturer in Vietnam". Because of the market leader strategy
and brand positioning as the leader, Vinfast must be the leader. In order to do this,
Vinfast needs the following elements:

a) Leading manufacturing technology:

2
 VINFAST has and will continue to cooperate more technologically and technically
with major European car and component manufacturers such as BMW, Siemens AG and
Robert Bosch GmbH of Germany, Magna Steyr of Austria.

b) Leading design:

Vinfast hired famous Italian designer ItalDesign and Italian design firm Pininfarina
(ItalDesign famous designer associated with the names of Ferrari and Lamborghini). And
in the future, Vinfast needs to have more innovative and breakthrough designs but still
suit the tastes of future car users.

c) Diversified products:

With the new electric car models Vinfast, there must always be different electric car
segments for each segment, different target customers such as:

- Model electric cars divided by life style: love sports, love speed, luxury, ...

- Model of cars divided by market segment: Luxury, high-end, affordable

d) Vinfast car quality:

VinFast sedans and SUVs have good components. The specifications of VinFast
LUX A2.0 and SA2.0 have many points higher than many common cars of the same
segment in our country today. Vinfast car quality needs to be upgraded and improved
more to meet international standards.

e) Production direction:

Electric vehicle products will follow the direction of mass production to popularize
and supply enough quantities for Vietnam and international markets.

f) Product attributes:

Electric vehicles are a special item that customers only buy a few times in their life,
this is an expensive item so it is necessary to understand the product attributes to make an
appropriate marketing plan.

2. Price:

a) Price strategy:

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 Vinfast should use a market penetration price strategy. Vinfast car prices must be
cheaper than electric cars in the market in order to easily reach customers and better
penetrate the market better as Vinfast has done with its cars: BMW quality but the price
only at Mazda level. With the cheaper price of electric cars in the world, Vinfast will
have more opportunities to bring the experience of electric cars to Vietnamese people and
have a larger number of consumers. price of Vinfast. The reasonable starting price for
Vinfast is VND 700 million to VND 2 billion by competitors such as Nissan Leaf (the
world's best-selling electric vehicle costs VND 750 million and imported to Vietnam is
VND 1.5 billion while Tesla with the cheapest model is Tesla S imported to Vietnam cost
more than 3 billion)

Vinfast does not use the strategy of skimmed milk price (high price) because Vin is
a new member who has not entered the industry yet.

b) Discount policy:

Apply the discount policy and adjust the price for electric cars such as exchanging
used cars for new ones, the program of giving high value vouchers when buying a car,
integrating a home to buy electric car vouchers or combos buy a house and a car, a lucky
customer program, …

c) Payment policy:

Paying for Vinfast electric cars is the same as Vinfast's gasoline / oil models paid in
full by cash, installment payment or via bank payment.

3. Place:

d) Place:

Vinfast instead of setting up its own distribution system, from the beginning, it
bought the entire Chevrolet car distribution system in Vietnam. Immediately Vinfast has
a relatively wide distribution system that takes many years to be formed if it is made
from the beginning, these distribution locations will be the place for Vinfast to officially
sell its car products.

e) Form:

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 Vinfast should choose the form of wholesale distribution, 1-level distribution
channel (Vinfast -> Distributors -> Car buyers) and in the future Vinfast should also have
a car sale service on its website.

Vinfast should set standards for recruitment and distributors support policy. From
there inviting units and individuals who are distributing other cars such as Ford, Honda,
Mazda, Kia, Suzuki ... to participate in Vinfast's car distribution. In addition to building
strong distribution channels, Vinfast will sponsor and cooperate with line ministries and
local governments to use Vinfast cars for public and public transport systems similar to
Vinfast's. Signed a contract to supply 1500 vehicles for FASTGO to enter the technology
vehicle market. Cooperating to make Vinfast LuxA and LuxSA cars as vehicles for the
Traffic Police industry.

f) Manufacturing

If on schedule, VinFast's electric car model for the US market will appear at the Los
Angeles Auto Show in November 2020. Mass production time is expected in July 2021.

4. Promotion:

a. Exhibitions, trade shows, events:

If true to the plan, Vinfast will launch the electric car in Los Angeles Auto show a
world-class event to confirm its position as a pioneer in the Vietnamese automobile
industry. No other Vietnamese automakers have appeared at the world's auto industry
events. Vinfast did it). The slogan that Vinfast uses "Intense Spirit of Vietnam" is also the
display of the message "Pride of Vietnamese". In Vietnam, when Vinfast is launched, it
will bring its electric vehicles to auto exhibitions and will organize the launch events
themselves.

b) Internet:

Vinfast will launch a promotional video for the launch of its electric vehicle on the
website and youtube and run ads to increase coverage of the event to introduce the
Vinfast electric car.

c) Media :

Focusing on appearing in international, domestic and automotive magazines,

advertising on television and preparing a series of continuous communication activities

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such as inviting the Prime Minister to test electric vehicles first in Vietnam, Chairman
Vinfast himself experienced the quality of the car …

VII. Goals and Objectives:

1. Marketing goals:

Through our established strategies, we aim to purchase above the set level, sales,
increase % market share, increase the number of new customers, higher website visits,
and online interactions. social, order conversion rates …

2. Marketing objectives:

In 2 years, increase company sales by 25% by 2021 and 50% by 2022 by increasing
advertising, introducing electric cars to customers that get the most interactions, the most
known.

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 SMART OBJECTIVES

Specific
Increasing Vinfast brand awareness with customers and shaping customers' minds in
Vietnam about electric cars, covering Vinfast throughout Vietnam.
Measurable:
The target is to increase the number of people known to VinFast's electric vehicle line
and brand by 50%.
Achievable
2 weeks ago, we conducted a survey and as a result, 51.7% of customers appreciate
the prestige and expectations. Increase advertising through the Internet, newspapers,
TV  Possible

Relistic
By increasing our advertising, we will help our website traffic grow fast, increase
brand awareness, attract more potential customers to know and trust our products. The
competition for Vietnamese car brands on newspapers, television stations and internet
is not too fierce, so it can be done.
Timebound
Within 18 months.

After product launch, we expect and intend that our products in the market will be
positioned as the following in the electric vehicle market :

PRICE

QUALITY

VIII. Evaluation
 Helping Vinfast's electric car products to become more popular and
shaping the mindset of using electric cars in Vietnam

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  Help VinFast engage with their customers and find out what people are
talking about VinFast
 Use social media for advestising, promotional giveaways, voucher, car
warranty promotions,…
 Help VinFast to attract customers, get customers feedback and build
customers loyalty.

IX. Human Resources:

 Executive Summary : Trúc Linh
 Content list : Thanh Thiên
 Background:Huyền Mai
 Industry Research :Thanh Thiên
 Situation Analysis: Trúc Linh, Phúc Lợi, Lê Thành
 Budget : Huyền Mai
 Timetable : Trúc Linh
 Goals and Objectives : Huyền Mai,Thanh Thiên
 Marketing- Mix (4P) : Thanh Thiên
 Evaluation :Phúc Lợi
 PowerPoint: Lê Thành, Thanh Thiên
 Format and edit Word : Thanh Thiên, Huyền Mai

 All members complete the quest 100%

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THE
ELECTRIC
CAR

FUTURE

CONVENIENT