Target customers:

VinFast's target market for its electric cars and scooters is broad, but it can be broken down into a
few key segments:

 Environmentally conscious consumers: VinFast is targeting consumers who are

concerned about the environment and want to reduce their carbon footprint.
 Cost-conscious consumers: VinFast is also targeting cost-conscious consumers
who are looking for an affordable electric vehicle option.

In addition to these general segments, VinFast is also targeting specific demographics, such as:

 Young families: VinFast is targeting young families who are looking for a
practical and affordable electric vehicle.
 Luxury car buyers: VinFast is also targeting luxury car buyers who are looking
for an electric vehicle that offers the same level of performance and style as a
traditional luxury car.

Value proposition:
VinFast, a Vietnamese automotive manufacturer, offers several value propositions to its customers:
· Appropriate price: VinFast aims to provide quality vehicles at competitive prices, making them
accessible to a wide range of consumers
· Advanced Technology: VinFast utilizes cutting-edge technology in its vehicles, including electric
cars, autonomous driving features, and connectivity solutions
· Customer benefits: VinFast places a strong emphasis on customer satisfaction by providing
responsive customer service, warranty programs, and after-sales support.
Positioning:
VinFast, the Vietnamese automotive manufacturer, has positioned itself strategically in the minds of
its customers through various marketing initiatives and product offerings. Here's an analysis of
VinFast's positioning:
· National Pride and Identity: VinFast has capitalized on national pride as a symbol of its positioning
strategy. Being Vietnam's first domestic car manufacturer, VinFast has captured the emotional
connection Vietnamese consumers have with a locally produced automotive brand. This sense of
pride is evident in their marketing campaigns, which often emphasize the company's Vietnamese
heritage and its contribution to the country's economic growth.
· Quality and Innovation: Despite being a newcomer in the global automotive industry, VinFast has
positioned itself as a manufacturer of high-quality vehicles with advanced technology and innovative
features.
· Affordability and Accessibility: VinFast has also positioned itself as a brand that offers affordable
vehicles without compromising on quality. This positioning resonates well with the middle-class
segment in Vietnam, making their cars accessible to a broader range of consumers
· Customer-Centric Approach: VinFast has positioned itself as a customer-centric brand by focusing
on providing exceptional customer service and big after sales support.
· Part of a massive corporation: being part of Vingroup, Vinfast brings a sense of trust to its
customers and gives them a chance to reach the benefits of services belonging to Vingroup when
possessing a Vinfast car.
Differentation:
- Part of the Vingroup conglomerate, trusted by millions of Vietnamese people.
- First Vietnamese Automobile Brand to have the quality and pretige to compete in the U.S.
market, where the automobile market is very competitive and dynamic.
- For the first time, a car company applies a policy of direct support by voucher or money to users
if VinFast cars have a manufacturer error.
- The cheapest range of prices for an automobile brand.
Marketing Mix:
1. Product:
 Quality: the vehicles have high-quality components. As for cars, they surpass many mainstream
models in the current Vietnamese market segment. They have a rather nice operation, good frame
balance, and a certain throttle delay but still provide excellent acceleration. The gearshift is nice
and the chassis is robust, providing a confident driving experience even at high speeds. The
vehicles offer good sound insulation and don’t make lots of noise.
 Variety:

- Gasoline-powered cars: Vinfast Fadil, Vinfast Lux, Vinfast President, Vinfast Premium
(discountinued but still have maintenance services).

- Electric cars: Vinfast VF series (VF3, the will-be cheapest electric car sold in the U.S. market, VF
e34, VF5, VF6, VF7, VF8, VF9, VF Wild, a Truck-type car)

- Electric buses (VinBus)

- Electric motorcycles: VinFast Klara, VinFast Ludo, VinFast Impes, VinFast Klara S, VinFast Feliz,
and VinFast Theon.

 Design: different colors for customers to choose from. In terms of motorcycles, they are state-of-
the-art in Vietnam. When it comes to cars, the vehicles’ body is thick and sturdy, similar to
European standards, firm doors with quite closing sounds. There is also no unpleasant odor in the
interior cabin.
 Features: data management system, smart software update, battery support, smart control system,
safe support system, navigation, entertainment service.
 Brand name: first automaker in Vietnam

2. Price:
 Low-cost: scooters ranging from 700 usd (18 million vnd) to 2.600 usd (63 million vnd), or VF3
11.000 usd (275 million vnd), Vinfast Fadil 14.000 usd (350 million vnd).
 Middle and High cost: electric cars, ranging from to 20.000 (500 million vnd) to 80.000 (2 billion
vnd).
 Discount: including the longest loan term - up to 8 years; the highest loan value - 70% of the car
price; and the lowest interest rate - 5% for the first 2 years, 8% for the following 3 years, and 9.5%
for the last 3 years
 Tax credit 4.000 usd when buying a used EV (in the U.S.)
3. Place:
 Purchasing other marketing channels: to retain factories, dealership networks and customer
services. This, in turn, makes it easier to penetrate the market, saving time and cost of building the
 brand’s system of networks or place of distributions). For example, they purchased Chevrolet
from GM.
 Extensive distribution: Dealerships are spread across Vietnam, with different models: 1S (small),
2S (medium), 3S (big, this model of dealerships are presented in every provinces, providing a
premium, synchronized experience for customers). In America, dealerships are focused in
California.
 Showrooms: All across Vietnam, in Europe, Canada, Australia, other U.S. states, etc.
4. Promotion
 Advertising:
- Attending various motor shows in the world: Geneva, Paris, Bangkok, Los Angeles.
- They also invite celebrities (actress Ngo Thanh Van, former footballer David Beckham, model
Tran Tieu Vy, etc) to cooperate and promote their brand.
- Producing short films, ads, etc. with different messages to attract wider public or customers.
 Sales Promotion:
- Buy Vinhome  different vouchers to buy Vinfast cars.
- Implementing for the first time the '3 best' installment purchasing package, including the longest
loan term - up to 8 years; the highest loan value - 70% of the car price; and the lowest interest rate -
5% for the first 2 years, 8% for the following 3 years, and 9.5% for the last 3 years." è Customers
can pay 176.000 vnd (71 usd) a day in 8 years to have a VF5.
 Direct Marketing:
- Offering customers the experience to drive the cars themselves before making the decision to
purchase or not. They are also accompanied with experts in cars from PitCrew.
- Customers can rent Vinfast cars to experience before buying. They also are lending electric cars to
Green GM, a taxi company, to market their brand to customers.