WELCOME TO OUR

PRESENTATION
 “ĐÀN CON THẤT LẠC CỦA PNV” GROUP:
 TRẦN THỤY YẾN THU BAFNIU17051
 NGUYỄN VÕ HÀ PHƯƠNG BAFBIU17032
 NGUYỄN BẢO NGỌC BAFNIU17016
 VÕ HOÀNG MINH NHỰT BAFNIU17005
 TRẦN NGUYỄN KỲ DUYÊN BABAWE17136
TOPIC: VINFAST- IS IT ANOTHER

B-PHONE IN VIETNAM ?
 INTRODUCTION:
• BPHONE:
A smartphone series running Android operating
system
Designed and produced by Bkav Corporation
Launched the first generation in 2015
• VINFAST:
VinFast Manufacturing and Trading Limited Company
A Vietnamese car manufacturer founded in 2017
A member of Vingroup Group founded by Mr. Pham
Nhat Vuong
Headquartered in Hanoi
INTRODUCTION:
High-tech products "Made in
BPHONE Vietnam".
AND
VINFAST High quality products by
cooperating with foreign businesses

• BPHONE: cooperates Japanese, American and

European manufacturers
• VINFAST: cooperates with German and Italian
manufacturers
INTRODUCTION:
BUT
BPHONE: VINFAST:
• Suffered from public • Received the support of
opinion and did not really consumers
break through • Developed and established a
new feat in the world
automotive industry
REASON 1 TWO OPPOSITE
COMMUNICATION STRATEGIES
1. LAUNCHING
EVENTS
 
Live on most of the
country's largest
media, from
television to live
stream, from major
newspapers. to social
networks.
1. LAUNCHING EVENTS
VINFAST BPHONE
• In a coherent and methodical • Media tricks were considered
manner on all fronts as farce and ridiculous

Social networks with Vinfast to guide VinFast's

“Pouring money" KOLs public opinion and create an
identity
2. ASSESSING THE PSYCHOLOGY OF "RESPECTING ETHNIC MINORITY"

• Vinfast from beginning to end does not mention about the

“Vietnamese car brand”, the label "Made in Vietnam“
BUT: The contract signing ceremony, openly buy designs from
abroad ...
• Create a Vietnamese spirit car let people know that this is a
Vietnamese car manufacturer, bearing Vietnamese identity and brand
• Vinfast also did not talk about national pride, that "Vietnamese
people use Vietnamese goods", but naturally everyone felt that.
 1. LAUNCHING EVENTS
REASON 1: 2. ASSESSING THE PSYCHOLOGY OF
"RESPECTING ETHNIC MINORITY"

Vinfast with more effective communication

strategies has made it completely different
from Bphone.
REASON2:TWO CONFLICTING
PRICING STRATEGIES

Pricing strategies and

product pricing strategies are
very important to businesses
because it directly affects
sales, profits, and the ability
to attract customers.
REASON2:TWO
CONFLICTING
PRICING STRATEGIES

In 2015, Bkav introduced to

consumers the first Bphone
model with the price of about
10 million VND / unit.
What happened showed
that they completely failed,
when Bphone could not prove
it was worth the price of tens of
millions of dong.
REASON2:TWO CONFLICTING
PRICING STRATEGIES

Conversely, VINFAST chooses to

approach the common user at the
beginning when launching low-priced
products.

Electric motorcycles Mid-range cars Luxury cars

 REASON 3:
SCALE AND I NVESTMENT SCALE
VINFAST:
• Recruit excellent experts.
• Cooperating with renowned design firm
(Pininfarina).
• Magna Steyr engineering corporation and
AVL engineers.
=>VinFast has been able to create world-class
cars.
VINFAST IS MADE WITH THE MOST
MODERN EQUIPMENT
VinFast
Fully automatic
factory
Schuler's
and
robotic
power
production
hull
press
workshop
workshops
BPHONE:
• Bkav Group (producing B-Phone) has only Engineer Nguyen Tu Quang and CEO.
 Show that B-Phone is not strong in product development.
• Almost all components for Bphone were purchased from famous manufacturers such
as Qualcomm, Sharp, SK Hynix ... Then brought and assembled in Vietnam.
 Just a brand
• The factory size is small and besides, it has to hire more facilities for processing and
assembling.
No large investment in scale
In contrast to VinFast, it wants to create a product that is
completely manufactured and assembled by Vietnamese people.
REASON 4
VINFAST:
BPHONE:
THANK YOU FOR
YOUR ATTENTION