II.

MARKETING ENVIRONMENT:
1. Micro environment:
 The company: Vietnam Airlines’ marketing department had implemented a marketing
strategy by creating a new interesting and attractive safety guidelines video. The video
with bold ethics imprint makes viewers excited and received many interactions on the
social network has made this event of Vietnam Airlines known to more people.

 Competitors: not longer after Vietnam Airlines uploaded its safety guidelines video on
social media, a serious competitor- Vietjet, which provides customers airplane tickets at a
lower price- also did the same marketing by creating a short clip named “Vietnam Is
Calling” about the beautiful landscape in Vietnam such as Ninh Binh, Tuyen Quang, Ha
Noi, Hoi An.etc. to compete.

 Publics: Twenty hours after its release, the video got an overwhelming response from the
public. Currently, there are over 128.000 reactions, 8.3000 comments, and nearly
1.800.000 views on Vietnam Airlines’ official Facebook page. Therefore, we can see that
the public is extremely interested in the creative video and a message promoting the
beautiful image and the people of Viet Nam, besides, it also contributes to promoting
domestic and international tourism.

 Customers: Focusing on the consumer markets and international markets. By creating

the interest safety guidelines video, Vietnam Airlines also promote the beautiful
landscape in Vietnam and our tourism. After watching the viral video on the Internet,
domestic and foreign customers may book a ticket to travel and experience the services of
Vietnam Airlines.

2. Macro environment:
 Demographics: The safety video mentioned the age and gender to join the flight by
having dancers as adults, children, men, and women, which points out that every gender
or age can become a customer/ passenger of Viet Nam airlines. If you notice on the right
 corner of the video, it has a woman who is using sign language for those who have
disadvantages in communicating.

 Natural environment: Using hand-woven bamboo and bamboo materials to symbolize

luggage, utensils, and items on the plane in a simple way is a good and smart way to
show viewers the close to nature without any harmful action or pollution. at the same
time reducing the cost of creating a video, which has been viewed by thousands of people
on social networks, this is a huge success.

 Technological environment: We can see through the short video the simple items that
represent an airline with the most modern and improved technologies, such as life
jackets, emergency breathing tubes, etc. Modern technology can produce products that
protect customers' lives, reduce risks to the lowest level, and make customers feel secure
and feel cared for, and protected.

 Cultural environment: In the instructions in the video, we notice that not only
Vietnamese, there are also English interpreters to follow so that international customers
can understand the instructions. In addition, the airline has tacitly used Vietnamese local
items, places of residence, customs, and instrumental background music of ethnic
minority areas, thereby promoting tourism in Vietnam. these areas, making the tourism
industry of the minority areas more revenue, and promoting the diverse culture of our
country.

III. STDP:

S (Segmentation): is the division of a market into smaller segments with distinct needs and
characteristics that may be required by separate marketing strategies or combinations. The
launch event of this flight safety video of VA divides the first factor into 3 smaller segments
such as demographic segmentation, psychographics segmentation, and geographic segmentation.
In terms of demographics, VA split into groups depending on customers’ income and age. Since
this video will be shown on all Vietnam Airlines flights, it will be best appropriate for low-
middle-income to high-income customer groups. That is allocated based on ticket classes such as
economy class, premium economy class, and business class. Furthermore, teenagers & college
students (15 to 25 years old), who already have certain knowledge about the culture and customs
of the ethnic minority, and adults (25 years old and above) - who have a stable income, are the
most appropriate viewers to be targeted with this video. They have the propensity to adopt trends
and are easily influenced by outside events (media, press, comments from people around). In
addition, the point that makes this video special is that VA also divides customers with
disabilities through including captions in sign language in the right corner of the screen. With the
psychographics segmentation, VA has broadcast this flight safety video on all of its flights,
including domestic and international, from August 1, 2022. Due to that, not only domestic
customers be aware of the value brand of VA, but also passengers from other countries will be
captivated by the country's natural beauty and unique national traditions, which will lead to an
association between VA and the breathtaking views of Vietnamese nature. The segmentation of
this event is by nation unit. In terms of psychographics, VA divides into groups based on
interests, which are interested in information about the safe flight and interested in Vietnamese
culture. This video has provided all the necessary content for the above two groups of customers,
and at the same time creative to create their own identity, not having duplicate ideas with other
airlines.

T (Target): is an object-oriented concept that describes the process of researching, evaluating,

and choosing a target market and customer base. In order to develop appropriate strategies and
yield successful commercial results, consumer behavior at this stage is easily influenced by other
people's comments as well as the most recent trends. This video also caters to customers who
meet the following criteria: people with low-middle-income to high income, people with a
passion for or interest in Vietnamese national culture, and who frequently pay little attention to
the safety instructions on planes. As a result, the video is covered all of the airline's flights in
order to reach customers as quickly as possible.

D (Differentiation): In product differentiation, flight safety instructions are a mandatory

requirement in the service process of a flight to ensure the safety of passengers according to
aviation regulations. Vietnam Airlines is creative in refreshing flight safety videos with videos
imbued with the culture of Vietnamese ethnic groups. The clip is nearly 6 minutes long with the
appearance of 7 ethnic groups, stretching from the North to the South of Vietnam, passing
through the typical landmarks of the three regions of our country.
In image differentiation, after a day of launch, Vietnam Airlines' 2022 flight safety video has
attracted hundreds of thousands of views and thousands of shares on media platforms. This is a
great advantage in attracting customers of Vietnam Airlines to its services, the company
positions itself as "Vietnam's national airline", along with high quality. premium quality.

P (Positioning): Positioning is the process of forming a perception of a brand or product in the

mind of the customer. This approach determines the market to penetrate by demonstrating how
brands differentiate their products or services from their competition. The business then devises a
marketing strategy to gain a competitive advantage in the market and approach it in the most
effective manner.

Positioning map:
Our team has analyzed four airlines being operated in Vietnam based on the positioning map.
Vietnam Airlines is trying to maintain its position in the market by improving the quality of its
services. Although this is the airline with the highest price among the four airlines in Vietnam,
with the price, quality and customer service experience always come first. With the 2022 flight
safety instruction video, Vietnam Airlines has had a transformation to match the modern trend
mixed with tradition. And the airline has had great success in disseminating regulations on flight
safety through dances and the typical culture of the Vietnamese nation. In addition to spending a
large amount of money to receive commensurate service quality, customers also gain more
knowledge about flight safety and enjoy the landscapes of Vietnamese people and culture with
The most thoughtful investment.
IV. MARKETING STRATEGY:

1. Products: Vietnam Airlines affirms its continuous efforts to improve flight service and
launches in-flight safety video, quickly catching up with the general trend of the world.
This video not only makes it easy for passengers to understand the regulations, but it is
also a smart way to introduce Vietnamese people and culture to the world. According to
Vietnam Airlines, through the flight safety video, the airline wishes to introduce the
tourism potential, and the beauty of the country and the people of Vietnam, thereby
contributing to promoting domestic and international tourism.

2. Place: Vietnam airlines has started showing a new flight safety instruction video, the
version in 2022. On the plane, the live safety instruction by flight attendants was replaced
with a short 6-minute video, which is more concise but still follows the traditional way of
simulating an aircraft space, on all its domestic and international flights.

3. Promotion: Press advertising through major newspapers in Vietnam such as Laodong

newspaper, Youth newspaper, etc to promote Vietnam tourism. In addition, on social
networking platforms such as Facebook, Youtube, and Websites. In addition, “Twenty
 hours after its release, the video got an overwhelming response from the public.
Currently, there are over 20,000 reactions, 1200 comments, and nearly 200.000 views on
Vietnam Airlines’ official Facebook page. Locals complimented the airlines’ dedication
to producing the video — from the idea, music, and costumes to execution.”

4. Prices: Price strategy is an effective competitive tool of an airline, Vietnam Airlines has
successfully applied a diversified policy, combined with flexible discount programs to
serve the needs of all other customer segments. together. According to the research, the
ticket price offered by the airline is completely consistent with the required school, and
the quality is commensurate with the ticket price.