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UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS
SCHOOL OF BUSINESS
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END-MODULE ASSIGNMENT

Module: Marketing Communications in the Digital Age

Code: MAR021-2

FOR EXAMINERS ONLY

Student: PHẠM DUY Grade (in number):

………………..
Student ID: 2045519141
Grade (in words):
Cohort: K58BF-A ………………..
Semester: I Examiner 1
Academic year: 2020-2021 (Signature & Fullname)
………………..
Headteacher: Pham Thi Thu Chieu
Examiner 2
Submission date: 21 October 2020 (Signature & Fullname)
Student’s signature: ………………..

Ho Chi Minh City, October 2021

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UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS
----------***---------- ----------***----------

END-MODULE ASSIGNMENT

Module: Marketing Communications in the Digital Age

Code: MAR021-2

Student’s fullname: PHẠM DUY

Student ID: 2045519141
Cohort: K58BF-A
Semester: II Academic year: 2021-2022
Lecturer: Assoc. Prof. Dr Nguyen Thi Minh ha
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STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the end-module assignment, this
assignment contains no material published elsewhere or extracted in whole or in part
from an assignment which I have submitted or qualified for or been awarded another
degree or diploma.
No other person’s work has been used without due acknowledgements in the end-
module assignment.
This end-module assignment has not been submitted for the evaluation of any
other modules or the award of any degree or diploma in other tertiary institutions.

Ho Chi Minh City, October 2021

(signature and fullname)

Phạm Duy
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TABLE OF CONTENTS
Page

Statement of Authorship.................................................................................................. i
Table of Contents ............................................................................................................ii
CHAPTER 1:INTRODUCTION
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CHAPTER 1: INTRODUCTION
Vingroup is Vietnam's largest private company and the country's largest publicly traded
company by market value. Vingroup has been constantly developing and expanding into
other business areas throughout its existence, including the development of Vinpearl and
Vincom-branded hotels and residential real estate, as well as competition in the fields of
Industry, Technology, Real Estate, Hospitality&Entertainment, Healthcare, and
Education. In all of its business categories, VinGroup is pleased to be a pioneer and
market leader.

CHAPTER 2:
2.1 What is marketing communication?
Marketing communication is an important and complicated aspect of a company's
marketing strategy. MarCom is a loose term that refers to all of the communications and
media you use to communicate with your target audience.

Advertising, direct marketing, branding, packaging, your web presence, printed

materials, public relations efforts, sales presentations, sponsorships, trade show
appearances, and other forms of marketing communication are all examples of marketing
communication. This is a method for organizations and audiences to interact with one
another.

Participants aim to build and present messages based on their awareness of an audience's
preferred communication environments before analyzing and acting on any responses.
Participants are encouraged to offer attitudinal, emotional, and behavioral responses by
delivering messages that are relevant and significant.

2.2 Evaluate marketing communications in Vinfast’s launch campaign

According to the marketing communication definition, it is pointed out from the case that
Vinfast did a really fantastic job for their cooperation in most of the aspects. The
concrete evidence lies on the Klara launch – the first line of E-commerce which was
officially released in 2018. To date, the company has introduced five new E-commerce
lines: Ludo, Impens, KlaraS, Theon, and Feliz.The total orders VinFast received in 2019
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were 50,000 vehicles. Most recently, with the "Building a Blue Future" program, VinFast
successfully sold nearly 16,000 vehicles in just 3 months from July to September 2020.
This achievement indicates Vinfast’s direct marketing is undoubtedly measurable.
Moreover, it only took Vinfast 21 months on road to becoming the sales leading in all
participating segments from its establishment which is really appreciative and admirable.
Eventually, the communication of this launch campaign is to educate, raise awareness
and reform the attitude of the customers towards the electric motorcycle and the
electric bicycle.

2.3 What are the objectives of marketing communication?

All marketing communication approaches have three primary goals: to communicate,

compete, and persuade. Organizations must ensure that whatever information they
convey is clear, accurate, truthful, and beneficial to the stakeholders involved in order to
be effective. In reality, being truthful and accurate in marketing communications is more
than a question of ethics; it's also a question of legality, because false marketing
communications can lead to litigation and even criminal prosecution.

2.4 Opinion about the objectives of Marketing Communication for developing

Vinfast company.

Despite its successful achievements, Vinfast is still challenging to eliminate the

stereotype of the customers is that electric motorcycles are electric bicycles. From my
perspective and personal expriences I do really highly recommend that Vinfast ought to
propose some effective solutions in Marketing Communication to strengthen the quality
and value of electric motorcycles bring to modern life. First of all, it is undeniable that
the old-fashioned mindset in every character about electric motorcycles is due to the uses
and influences, since electric motorcycles are still understood as electric bicycles, used
for students or the elderly; cheap, of poor quality, and only be used for 2-3 years. Power
problem: long charging time, if the battery runs out in the middle of the road, it is
difficult to charge the battery or change the battery, it is not as easy to buy gasoline as a
gasoline-powered car. Having said that, currently Vinfast cooperation have to pose an
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impact on the customer engagement which will be seen as stable foundation for the
upcoming plans. From this engagement we can easily to manipulate the behavioral
expression of customers. It is unrealistic to believe that all audiences always want a
relationship with your organisation/brand, and, for some, one-way communications are
fine. In addition to this statement, evaluating the emotional and cognitive responses of
customers plays a fundamental role for this development.

Cognitive responses, assume that your target audience is a proactive problem-solver

who uses marketing communications to assist them in their daily lives, in the purchase of
products and services, and in the management of company-related activities. Brands, for
example, are created in part to assist consumers and in part to aid the host organization's
marketing efforts.

Emotional responses, on the other hand, suggest that decisions are made as a result of
an emotional reaction to a communications input rather than through rational, cognitive
analysis.

In overall, there are two main objectives: direct marketing and advertising should be
taken into account with a view to developing brand image

2.5 To achieve the objectives, what does the brand have to do? Propose the idea you
might have with a plan.

There is a number of plans for Vinfast in order to reshape the stereotype of customers
about electric motorcycle such as marketing, advertising which are listed in the second
part. I will elaborate it on my personal view.

Vinfast should get in touch the customers through social media facebook, Instagram,
twitter, for instance. Moreover, with a view to seeking attention for a further better result,
inviting influencer and presenting a perfectly attractive content are one of the most
effective strategies for this plan, which would make the customers differentiate the
electric motorcycle and electric bicycle.
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In this current state of modern world, workshops about the environment in order to
encourage customers for using green products are easily to organize and from this the
customers can reshape their perspective about electric motorcycle. Moreover, electric
motorcycle brings a major change to a vehicle industry because of its environmentally
friendly quality. Events with the presence of celebrities or ambassadors from famous
brand can also a great tool for spreading the influence of electric bicycle and showing the
usage of it.

Make use of a push and pull marketing strategy.

Push Strategies: Using advertisements to communicate Vinfast's messages to users.

Send targeted messages and offers to certain clients. Improve mail, direct mail, and print
product marketing policies.

Pull Strategies: In contrast to the pull strategy, Vinfast now needs to attract potential
clients through social media ads and website content that piques their interest.

In addition to this statement, platform of the brand plays a pivotal role in this challenge
which represents for the value and quality of the whole cooperation. Vinfast should run
the advertisement in big cities such as HCMc, Ha Noi, Da Nang, Can Tho, Hai Phong,
…… about the function of this type of vehicle, how it works, how about its quality,
durable aspect. Furthermore, they can provide the customers free-charge for a real
experience, since it is really tough to judge without deeply researching about it.

Last but not least, the aim of this strategic plan is guiding the people to a more healthier,
happier, safer lifestyle. The electronic motorcycle flawlessly tackle all of these problems
which make it worthwhile the value. Every type of vehicle has its own usage and
function, so I do really hope that people do not judge a book by its cover without
experiencing it.
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