Objectives: Increase Dai-ichi Vietnam Brand Recognition by

20% by September 2024

Activity 1:
Email Marketing Campaign:

Subject: Secure Your Tomorrow with Dai-ichi Life Việt Nam! 🌟

Email Content:

Dear [Recipient's Name],

We hope this message finds you well. At Dai-ichi Life Việt Nam, we are committed to providing you
with the financial security you deserve, ensuring you can embrace tomorrow with confidence.

🌈 Discover Security, Embrace Tomorrow!

In our latest Facebook post, we shared insights into why thousands trust Dai-ichi Life Việt Nam for
their financial well-being. We believe in reliability, innovation, and a steadfast commitment to your
security.

🔐 Why Choose Dai-ichi Life Việt Nam?

 Decades of Trust: We have been safeguarding dreams for decades.

 Tailored Solutions: Innovative plans for your unique needs.

 Your Security, Our Priority: A commitment you can count on.

🚀 What We Offer:

 Life Insurance: Protection for you and your loved ones.

 Health Insurance: Comprehensive coverage for your well-being.

 Investment Plans: Grow your wealth with confidence.

 Retirement Solutions: Secure your future, starting today.

💼 Ready to Secure Your Future? [Insert CTA Button: Discover More]

👍 Why Thousands Trust Us?

 24/7 Customer Support

  Seamless Claims Process 📄

 Exclusive Rewards & Benefits 🎁

📌 Connect With Us: Follow us on [Facebook], [Twitter], [Instagram], and [LinkedIn] for more updates,
tips, and exclusive insights into securing your financial future.

🌐 Visit our Website: Explore our comprehensive offerings at [Insert Website Link].

Your financial security matters, and we're here to empower you on your journey. Discover the Dai-
ichi Life Việt Nam difference today!

Best regards,

[Your Name] Dai-ichi Life Việt Nam Team

Activity 2:
YouTube Marketing Integration with Facebook Post:

Content: Create a YouTube video that complements the Facebook post's message "Discover Security,
Embrace Tomorrow with Dai-ichi Life Việt Nam." The video should be engaging, informative, and
visually appealing. Here's a breakdown of the content:

1. Introduction:

 Open with a visually captivating introduction featuring the Dai-ichi Life Việt Nam logo
and a brief animation or motion graphics highlighting the key message.

2. Narration:

 Have a confident and friendly narrator who introduces Dai-ichi Life Việt Nam,
emphasizing the importance of financial security and future planning.

3. Storytelling:

 Incorporate real-life stories or testimonials from individuals who have benefited from
Dai-ichi Life Việt Nam's services. This adds a personal touch and credibility to the
message.

4. Visual Elements:

 Include visually appealing graphics, charts, or animations to explain insurance and

investment concepts. Use on-screen text to highlight key points mentioned in the
Facebook post.

5. Service Highlights:
  Showcase the different insurance plans and services offered by Dai-ichi Life Việt
Nam. Use engaging visuals to demonstrate the reliability, innovation, and
commitment mentioned in the Facebook post.

6. Customer Testimonials:

 Feature snippets of customer testimonials within the video. This reinforces the
trustworthiness and positive impact of Dai-ichi Life Việt Nam.

7. Call-to-Action (CTA):

 Towards the end of the video, include a strong CTA encouraging viewers to visit the
Facebook page for more details. Use annotations or on-screen text to display the
Facebook page link.

8. Engagement Elements:

 Encourage viewers to like, share, and comment on the video. Pose questions related
to financial security, inviting the audience to share their thoughts or experiences.

9. Transition to Facebook:

 Close the video with a seamless transition mentioning that more in-depth
information and community engagement can be found on Dai-ichi Life Việt Nam's
Facebook page.

SMART OBJECTIVE
Specific: The objective clearly states the desired outcome: a 20% increase in Dai-
ichi Vietnam brand recognition. However, it could be further specified by defining the
target audience and the specific type of brand recognition (e.g., aided brand recall,
top-of-mind awareness).

Measurable: The objective includes a quantifiable target (20% increase) and a

timeframe (by September 2024). This makes it measurable and allows for evaluating
the campaign's success.

Attainable: A 20% increase in brand recognition within a year is ambitious but

achievable with a well-planned and executed marketing campaign. The feasibility
depends on factors like budget, chosen marketing channels, and target audience
size.

Relevant: Increased brand recognition is significant for Dai-ichi Vietnam as it can

lead to increased brand trust, customer loyalty, and ultimately, market share.
Time-bound: The objective has a clear deadline of September 2024, which provides
a sense of urgency and facilitates progress tracking.

1. Company:
Strengths:
  Strong financial performance: Dai-ichi Vietnam is a financially stable company
with a consistent track record of profitability and growth.
 Well-established brand: As the leading foreign life insurance company in
Vietnam, Dai-ichi Vietnam enjoys a strong brand reputation and recognition
among consumers.
 Extensive distribution network: The company has a wide network of branches
and agents across Vietnam, providing access to a large customer base.
 Innovative product offerings: Dai-ichi Vietnam offers a diverse range of life
insurance products and services, including traditional and innovative
solutions.

Weaknesses:

 Highly competitive market: The Vietnamese life insurance market is highly

saturated and competitive, with many established domestic and foreign
players.
 Dependence on traditional distribution channels: While the company has a
strong network, it may need to expand its digital presence to reach younger
tech-savvy customers.
 Limited product portfolio in certain segments: Dai-ichi Vietnam may need to
consider expanding its product offerings in specific segments, such as micro-
insurance or health insurance.

2. Competitors:
Main competitors:

 Prudential Vietnam: The market leader with a strong brand presence and a
wide range of products.
 Bao Viet Life Insurance: A leading domestic player with a large customer base
and a strong focus on product innovation.
 Manulife Vietnam: Another established foreign life insurance company with a
well-established reputation and a diverse product portfolio.

Competitive landscape:

 Intense competition: The Vietnamese life insurance market is characterized

by intense competition, with companies vying for market share through
aggressive marketing campaigns, competitive pricing strategies, and
innovative product offerings.
 Focus on digitalization: Competitive players are increasingly focusing on
digitalization to improve customer experience, reach new customer segments,
and offer personalized solutions.
 Regulatory changes: The Vietnamese government has implemented various
regulatory changes in the life insurance sector, which impact how companies
operate and compete.
  Criteria Dai-ichi Việt Prudential Bao Viet Life Manulife
Nam Vietnam Insurance Vietnam

Market 10.2% 18.2% 21.4% 12.7%

Share
(2023)

Total Assets VND 21.5 VND 79.3 VND 93.2 VND 54.1
(2023) trillion trillion trillion trillion

Premiums VND 6.1 VND 14.7 VND 17.4 VND 8.9

Collected trillion trillion trillion trillion
(2023)

Net Profit VND 1.2 VND 3.4 VND 4.2 VND 2.1
(2023) trillion trillion trillion trillion

Customer 4.2 out of 5 4.3 out of 5 4.1 out of 5 4.4 out of 5

Satisfaction stars stars stars stars
Rating

Product High High High High

Portfolio
Diversity

Financial A+ A+ AA (Very AA (Very

Strength (Excellent) (Excellent) Strong) Strong)
Rating

Branch Extensive Extensive Extensive Extensive

Network

Digital Well- Well- Basic Well-

Platform developed developed developed

Strengths Strong Strong Largest Strong

financial brand market brand
performance recognition share, recognition,
 , diverse , extensive strong diverse
product branch financial product
portfolio, network, stability, portfolio,
excellent diverse extensive well-
customer product branch developed
service portfolio network digital
platform

Weaknesse Relatively High Limited High

s new player, premiums, product dependenc
limited brand limited innovation, e on agency
recognition digital bureaucrati sales
in rural areas platform c processes

Overall 2nd 1st 3rd 4th

Ranking

3. Customers:
Target audience:

 Young professionals: A growing segment with rising disposable income and a

need for financial security.
 Families: Seeking financial protection and savings solutions for their children's
education and future needs.
 Entrepreneurs: Looking for financial protection and business succession
planning solutions.

Customer needs and preferences:

 Personalization: Customers expect personalized solutions and services

tailored to their individual needs and financial goals.
 Convenience: Customers demand easy access to information, products, and
services through digital channels.
 Financial security: Customers prioritize financial security and seek reliable
insurance solutions from trusted brands.

Challenges in reaching customers:

 Low insurance penetration: The overall insurance penetration rate in Vietnam

remains low, indicating there is a large untapped market potential.
 Limited financial literacy: Many Vietnamese consumers lack knowledge about
insurance products and benefits, impacting their decision-making process.
  Competition from informal financial services: Traditional savings and
investment methods still hold significant influence among Vietnamese
consumers.

External Factor

Social:

 Changing demographics: Vietnam has a young and growing population, which

represents a large potential customer base for Dai-ichi Vietnam.
 Increasing urbanization: The rapid urbanization trend in Vietnam creates
opportunities for Dai-ichi Vietnam to expand its presence in major cities.
 Rising social media usage: The growing popularity of social media in Vietnam
provides a valuable platform for Dai-ichi Vietnam to engage with customers
and build brand awareness.

How the strengths of DAI-ICHI Vietnam aid the above activities and how the
weaknesses of DAI-ICHI Vietnam hindrance the above activities

Strengths of Dai-ichi Vietnam in the Integrated Marketing Plan:

1. Reputation and Trust (Strength): Dai-ichi Vietnam's decades of trust and

reliability form a strong foundation for the marketing plan. This reputation
enhances the credibility of the brand's messaging, especially in the Facebook
post and customer testimonials in the YouTube video.
2. Diverse Product Offerings (Strength): The range of products offered by Dai-
ichi Vietnam, including life insurance, health insurance, investment plans, and
retirement solutions, provides a comprehensive suite of financial services. This
diversity strengthens the value proposition mentioned in the Facebook post.
3. Customer Support (Strength): Highlighting 24/7 customer support in the
Facebook post and reiterating it in the email marketing newsletter
underscores Dai-ichi Vietnam's commitment to customer service, a crucial
factor in the financial services industry.
4. Exclusive Rewards (Strength): The mention of exclusive rewards and
benefits in the Facebook post provides an additional incentive for potential
customers. These perks can differentiate Dai-ichi Vietnam from competitors.
5. Multichannel Presence (Strength): Connecting with the audience on Twitter,
Instagram, and LinkedIn demonstrates Dai-ichi Vietnam's commitment to a
multichannel approach. This aligns with modern marketing strategies,
increasing the brand's visibility.

Weaknesses of Dai-ichi Vietnam in the Integrated Marketing Plan:

1. Limited Visual Content (Weakness): While the Facebook post and YouTube
video aim to convey a visual message, if Dai-ichi Vietnam has limited visual
 content or struggles with video production, it could hinder the impact of the
marketing efforts.
2. Complexity of Financial Products (Weakness): The diverse product
offerings, while a strength, can also be a weakness if not communicated
effectively. The complexity of financial products may require clear and concise
communication to avoid overwhelming the audience.
3. Limited Social Media Engagement (Weakness): If Dai-ichi Vietnam faces
challenges in engaging effectively on social media platforms, it might hinder
the success of the multichannel approach. Social media is a key component of
the integrated plan, and low engagement could limit reach.
4. Website Link in Facebook Post (Weakness): While the Facebook post

encourages visitors to "Discover the Dai-ichi Life Việt Nam difference today! 🌐
[Insert Website Link]," not having a specific link may lead to a missed
opportunity. A direct and easy-to-remember link could improve user
experience.
5. Competitive Industry (Weakness): The financial services industry is highly
competitive. If Dai-ichi Vietnam doesn't effectively differentiate itself, it may
face challenges in standing out amidst competitors.