1.

Introduction
The Italian motor vehicle manufacturer Piaggio & C.SpA was established in 1884, which is
one of the forerunners in the scooter and motorcycle industry with the mission of
enhancing the lives of Italians in particular and Europeans in general (Piaggio Group n.d.).
The corporation is present in over 100 nations and owns eight factories, with Vietnam
being honoured to be chosen as one of the locations of Piaggio ( Piaggio Group n.d.).

The Vespa Sprint with TFT is a scooter that is a trendy design combined with modern
technology that Piaggio formally introduced to the Vietnamese market in 2023. The main
attraction of this product line is the TFT (Thin-Film Transistors) dashboard, which offers
users to connect to smartphones utilising the Vespa Mia system (Vespa n.d.). In addition,
this model has two engine options, 125cc and 150cc, helping customers enjoy the feeling
of luxury and novelty from the most advanced technology (Vespa n.d.)

2. SWOT analysis

Strengths

Marketing Intermediaries: There are 100 resellers spread across the country in the shape of
the letter S such as Piaggio Topcom, Piaggio Rita Vo, Piaggio Sapa, and so on (Piaggio n.d.).

Publics: Piaggio supports the Solar Power project, a collection of Vespa Cho Em initiatives
that benefit the local community to create an eco-friendly atmosphere to guarantee children in
Vietnam an amazing life (Nguyen 2020).

Cultural: In Asian and Vietnamese cultures, choosing a colour based on the owner's date of
birth compatibility will bring good luck. Consequently, colour is a factor consumers use to
choose their scooters (Tran 2017). One of the strategies Vespa uses to assist them in leaving
a favourable impression on customers is offering a selection of colours for their models
(Figure 1).

Opportunities
Customers: In Vietnam, every resident owns at least one motorcycle; thus when incomes
rise, individuals will tend to purchase expensive and premium scooters ( Tuoi tre 2022).
Consumer’s expenditure on transportation will continue to rise substantially in the future,
reaching a peak in 2028 (Figure 2). Therefore, a good opportunity will be established for
Vespa in the Vietnam market.

Economic: Due to the impact of the conflict between Russia and Ukraine, our economy is
currently experiencing numerous hurdles and difficulties (Tran 2023). In actuality, the economy
shrank by roughly 2.26 from 8.02 in 2022 (Figure 3). However, the reopening of China after
the COVID-19 outbreak lasted for three years will aid in the economy's recovery in the next
few years (Hung 2023). According to forecasts, Vietnam's economy would recover and
expand gradually over the next five years , increasing by roughly 7% (Figure 3).
SO Strategy: Thanks to a large number of resellers, interacting with the community and
adapting to Vietnamese culture will be able to help Vespa's scooters increase their sales.
In
addition, the development of the economy and consumer income will help Vespa gain
more success in Vietnam's scooter market share

3. Target audience

Most Vespa models always possess vibrant youthfulness; therefore, their

customers will target young people aged 18 to 35 (Behara 2021). Along with the
design, regardless of gender, the Vespa is suitable for both men and women (Das
2021). The marketing campaign “The root of passion is family” which describes
previous generations passing Vespa's scooter versions to the young generation,
which is excellent for psychographic segmentation based on belief and family's
lifestyle (Figure 4).

Vespa’s Sprint S with TFT customers will likewise target the above audiences and
extend to technology lovers (Piaggio 2023). This object is a person who often goes
to the street by scooter, so they need equipment to help them check notifications
from their smartphone while driving. Moreover, this version is also beneficial for
upper-class families who constantly seek out something new and opulent to set
them apart from other people. According to Cafe Auto, owning a Vespa scooter
means coming from a wealthy and illustrious family. Therefore, Vespa has done a
great job in solving these problems when offering a new line of vehicles that
combine with TFT screens that allow users to connect to their smartphones.

4. Differentiation and Positioning

4.1 Product differentiation

More than just a type of transportation, Vespa also represents the owner's lifestyle,
culture, and style (Phan 2021). Furthermore, Vespa has also made a significant
difference in the scooter market thanks to distinctive and classic designs that have
been associated with it over decades, while rivals are always updating their
designs to attract customers. Besides, with an aesthetic and classic design, Vespa
also equips scooters with modern technologies recently, a perfect combination that
the company has connected between classic and modern without losing its brand
symbol (Forbes 2021).

4.2 Image differentiation

Vespa concentrates not only on emphasising product improvement but also has
extensive success in building a unique brand image in the Vietnam market. As a
result, the company proclaims that “Italian classic" represents a timeless symbol of
Italian culture and lifestyle (Wunker 2011). In addition, the company has also been
very successful in creating a fashion standard associated with Vespa by
supporting young designers to organize fashion shows, and they will help Piaggio
create designs. Unique design on Vespas (Tuyen 2019). With all these efforts,
Vespa has affirmed that it is a brand of transportation, and fashion.
4.3 Positioning map

4.4 Value proposition

Vespa is using “More for More" as a proposition strategy. Customers frequently
select Vespas because of their fashionable designs, which amplify their beauty
and allow them to display their personality and class. Vespa has made an effort to
produce models with the most distinctive designs to meet these targets.
Customers who purchase items purely for the reasons of fashion frequently don't
care about the price of the product. Hence, the more a company attempts to
develop new experiences, the more customers will be willing to pay.

5. Marketing Mix

5.1 Product:
Product Classification:
Pure intangible goods are Vespa Sprint S with TFT. It is a consumer good since the owner
purchases it to meet their wants. Additionally, clients usually research a Vespa
motorbike's pricing, quality, and features before purchasing, so it is a shopping product.
Three Levels of Products:
+ Core value: Providing fashionable and quality scooters to enhance human life.
+ Actual product: Vespa Sprint S with TFT is a luxury scooter with modern
technology. It has an eco-friendly, fuel-efficient engine, 12-inch wheels, and an
ABS brake system, helping users enjoy the trip with perfect speed while ensuring
safety (Joumet 2023). Its feature enables the phone to TFT screen connectivity
mixed with classic design (Thanh nien 2023)
+ Augmented product: Vespa scooters include a three-year warranty for the
customer (Vespa Sapa 2020). Additionally, they have experienced staff assisting
with motorcycle maintenance at the showrooms from North to South (Thanh nien
2023). In addition, they have email and a hotline to address any issues or queries
from customers (Vespa n.d.).
Product Life Cycle:
After many years of joining the Vietnamese market, Vespa is at the maturity stage
because there have been few breakthroughs. The most recent update came in 2013 when
the company switched from a 4-stroke engine to an i-Get (Auto Fun 2023). Furthermore,
the fact that rivals are consistently improving their products may be a factor in Vespa's
declining profitability. Honda and Yamaha held 72.1% and 25.5% of the market share,
respectively, while Piaggio held just 1% of the market (Figure 19)
Brand development strategy:
+ Line extension: There are four main lines of scooters with different colours and
designs (Figure 12). Piaggio used this strategy to diversify its models to attract
customers' attention.
+ New brands: The corporation not only owns the well-known scooter brands Vespa
and Piaggio, but it has also moved into powerful motorcycles like Moto Guzzi and
Aprilia (Nguyen 2017). By doing this, the business will be able to reach new
markets and audience segments.

5.2 Promotion mix tools:

+ Advertising: Vespa promotes their products on platforms like Facebook and
YouTube, which helps the company reach more Vietnamese consumers and
increase their brand awareness for the audience (Figures 13 and 14).
+ Sales promotion: To express appreciation and draw customers on holidays, Vespa
also runs promotions (Figures 15 and 16). Additionally, on their Facebook page,
Vespa organises a Mini game for Sprint S with TFT to ask brief questions and
award prizes to those who correctly respond, facilitating easier client interaction for
the business (Figure 17).
+ Public relations: Vespa has used influencer marketing to promote its vehicle lines
by sponsoring The Face online program (Figure 18). Vespa further coordinates
charitable fundraising events "For the roof of a school for children" to aid in the
building and upkeep of schools in remote areas (Tu 2022).

5.3 Evaluation:
Vespa has established itself in the motorcycle market and helped customers become
more aware of its premium brand by producing a variety of models in a variety of colours
and using a variety of marketing techniques. Vespa also develops new brands to target
different segments. However, the scooter is too heavy, which is not suitable for the
average body weight of Vietnamese people. In addition, Vespa has not had any campaign
imbued with Vietnamese culture to make an impression as well as to show gratitude to
customers who have bought this company's products. In addition, Vespa has not had any
campaign imbued with Vietnamese culture to make an impression as well as to show
gratitude to customers who have bought this company's products.
 6. Marketing Objective
Within two months (April 28, 2023, and June 28, 2023) , there will be a 15% increase in
new customers and a 30% increase in visitors to Vespa's social networking sites in search
of the Sprint S with TFT scooter. To draw attention and persuade many customers to
make a purchase, the company has to hold family day-themed events at malls, where
Vespa Sprint S with TFT will be on display.
7. Marketing Recommendations (2Ps)

7.1 Product
After years of steadfast adherence to a traditional key, Vespa GTS super has embraced a
smart key which has been acclaimed and well received by journalists (Nam 2022). Hence,
for Sprint S with TFT version, a smart key should be applied to offer safety and
convenience for the users. Additionally, the TFT screen has to be improved so that users
can utilise touch controls rather than physical buttons.

Finally, Vespa must take advantage of its image differentiation, which is a unique design
to draw customers' attention to the goods. For this strategy, the business has to
collaborate with designers to paint distinctive patterns on Vespa Sprint S TFTs for
customers who buy the product during a family day campaign. Additionally, the business
could organise workshops for clients who purchase this model during the family day
campaign to make it more novel and distinctive. Participants will be given the opportunity
to design their own patterns for their new vehicles with the assistance of designers.
Customers will enjoy a new experience since they may personally design patterns that are
unique to them.

7.2 Promotion
Vespa needs to develop a campaign that is appropriate for Vietnamese culture and Family
Day in order to get its products in front of consumers. Because it is a mode of
transportation that the members can use to visit their family, we can christen the
campaign "Vespa where the connection is born" is “ —that is, the Vespa where the family
is formed.

Additionally, Vespa must collaborate with Youtubers or influencers to gain popularity and
resonance on social media sites. The channel Cam Cam Family, which has roughly 1
million subscribers, can be a potential partner of Vespa.The main content of this channel
is mainly about family activities, product reviews, or family travel vlogs, which has a
steady stream of views for more than five years. Therefore, Vespa can cooperate with this
channel, and then they will review Vespa Sprint S with TFT to give honest comments
about this scooter on social media.

There will be two stages to this campaign. The Cam Cam family will use the Vespa sprints
with TFT in the first phase to move around while engaging in regular activities like taking
their children to school and going to the store, as they often do in daily vlog videos on
YouTube. In the second phase, they will publish an accurate video evaluation of the
Vespa Sprint S with TFT. They will highlight both the advantages and things for the
improvement of this scooter. Customers will be comfortable seeing this video because
they can see both sides of it, as opposed to when they simply hear praise that sounds a
lot like flattering advertising.

8. References

1. Auto Fun (2023) 'Độc lạ' Piaggio Vespa và lý do vì sao buôn bán ế ẩm tại thị
trường Việt? ('Unique' Piaggio Vespa and the reason why sales are sluggish in the
 Vietnamese market?), Auto Fun website, accessed 22 May 2023.
https://www.autofun.vn/tin-tuc-xe-may/piaggio-vespa-unique-and-the-reason-for-sl
uggish-sales-in-the-vietnamese-market-60405
2. Behara (2021) Vespa Marketing Strategy: Success Secrets of Italian Brand
Scooter, startuptalky website, accessed 15 May 2023.
https://startuptalky.com/vespa-marketing-strategy/
3. Das (2021) Why Vespa scooters are so expensive and influencing ? A
comprehensive study, HT Auto website, accessed 15 May 2023.
https://auto.hindustantimes.com/auto/two-wheelers/why-vespa-scooters-are-so-ex
pensive-and-influencing-a-comprehensive-study-41640667501328.html#:~:text=V
espa%20has%20been%20a%20symbol,and%20women%20in%20fashionable%2
0skirts
4. Forbes (2021) How Vespa became a cultural icon, Cata Wiki website, accessed 16
May 2023.
https://www.catawiki.com/en/stories/6185-how-vespa-became-a-cultural-icon
5. Hung (2023) Kinh tế Việt Nam năm 2023 và triển vọng năm 2024 (Vietnam's
economy in 2023 and prospects for 2024), Dang Cong San website, accessed 13
May 2023.
https://dangcongsan.vn/kinh-te/kinh-te-viet-nam-nam-2023-va-trien-vong-nam-202
4-634828.html
6. Joumet (2023) Vespa Sprint S lên đời màn hình lớn giá cao hơn SH (Vespa Sprint
S launched with a large screen, priced higher than SH), Auto Fun
website,accessed 17 May 2023.
https://www.autofun.vn/tin-tuc-xe-may/vespa-sprint-s-launched-with-a-large-screen
-priced-higher-than-sh-63340
7. Nguyen (2017) Piaggio Việt Nam với 4 thương hiệu xe máy đẳng cấp (Piaggio
Vietnam with 4 high-class motorcycle brands), Hai quan website, accessed 18
May 2023.
https://haiquanonline.com.vn/piaggio-viet-nam-voi-4-thuong-hieu-xe-may-dang-ca
p-90576.html#:~:text=(HQ%20Online)%2D%20Kh%C3%B4ng%20ch%E1%BB%8
9,l%E1%BB%9Bn%20Moto%20Guzzi%20v%C3%A0%20Aprilia
8. Nguyen (2020) Piaggio Việt Nam đồng hành cùng Dự án từ thiện “Điện năng
lượng mặt trời (Piaggio Vietnam accompanies the Charity Project “Solar Power”),
Hai quan online website,accessed 13 May 2023.
https://haiquanonline.com.vn/piaggio-viet-nam-dong-hanh-cung-du-an-tu-thien-die
n-nang-luong-mat-troi-139320.html
9. Phan (2021) Sắc trẻ Vespa - hơn cả một chiếc xe, đó là thời trang và phong cách
sống (Vespa youth color - more than a scooter, it's fashion and lifestyle), Xe Hay
website, accessed 16 May 2023.
https://xehay.vn/sac-tre-vespa-hon-ca-mot-chiec-xe-do-la-thoi-trang-va-phong-cac
h-song.html
10. Piaggio (2023) Vespa Sprint S TFT - Đột phá công nghệ, ấn tượng thiết kế (Vespa
Sprint S TFT - Breakthrough technology, impressive design), Thanh Nien website,
accessed 16 May 2023.
https://thanhnien.vn/vespa-sprint-s-tft-dot-pha-cong-nghe-an-tuong-thiet-ke-18523
0314112431984.htm
11. Piaggio (n.d.) Hệ thống cửa hàng và trung tâm dịch vụ uỷ quyền của Piaggio
(Authorized Piaggio stores and service centers), Piaggio website, accessed 9 May
2023. https://www.piaggio.com/vn_VI/dealer-locator/?f=all
12. Piaggio Group (n.d.) History, Piaggio Group website, accessed 9 May 2023.
https://www.piaggiogroup.com/en/group/history
13. Piaggio Group (n.d.) Where we are, Piaggio Group website, accessed 9 May
2023. https://www.piaggiogroup.com/en/group/history
14. Thi (2019) Phải chăng Vespa đắt vì thương hiệu? (Is Vespa expensive because of
the brand?), Cafe Auto website, accessed 16 May 2023.
https://cafeauto.vn/thi-truong/phai-chang-vespa-dat-vi-thuong-hieu-21825.html
15. Tuyen (2019) 200 triệu đồng và chiến lược truyền thông đưa Vespa từ dòng xe ế
ẩm thành một "tiêu chuẩn thời trang" bán chạy thứ 3 Việt Nam (200 million dong
and a communication strategy to bring Vespa from a sluggish car line to the third
best-selling "fashion standard" in Vietnam), Cafe F website, accessed 16 May
2023.
https://cafef.vn/200-trieu-dong-va-chien-luoc-truyen-thong-dua-vespa-thanh-mot-ti
eu-chuan-thoi-trang-chiem-thi-phan-so-3-tai-viet-nam-20190207220343125.chn
16. Tran (2017) Tại sao phải chọn màu xe theo phong thủy, có ‘mê tín’ không? (Why
choose the color of the car according to feng shui, is it 'superstitious'?), Thanh
Nien website, accessed 13 May 2023.
https://thanhnien.vn/tai-sao-phai-chon-mau-xe-theo-phong-thuy-co-me-tin-khong-1
851265265.htm
17. Tran (2023) Kinh tế thế giới có thoát khỏi khủng hoảng trong năm 2023? (Will the
world economy get out of the crisis in 2023?), Cafe F website, accessed 13 May
2023.
https://cafef.vn/kinh-te-the-gioi-co-thoat-khoi-khung-hoang-trong-nam-2023-20230
2010907268.chn
18. Tu (2022) Lễ trao xe Vespa trong chương trình gây quỹ Vì mái trường cho em
(Vespa scooter donation ceremony in the fundraising program For the school roof
for children), The thao and van hoa website, accessed 19 May 2023.
https://thethaovanhoa.vn/le-trao-xe-vespa-trong-chuong-trinh-gay-quy-vi-mai-truon
g-cho-em-20220707161109123.htm
19. Tuoi Tre (2022) Những tiêu chí lựa chọn xe và xu hướng sử dụng xe thông minh
(Scooter selection criteria and smart scooter usage trends), Tuoi Tre website,
accessed 13 May 2023.
https://tuoitre.vn/nhung-tieu-chi-lua-chon-xe-va-xu-huong-su-dung-xe-thong-minh-
20221010164541881.htm
20. Tuyen (2019) 200 triệu đồng và chiến lược truyền thông đưa Vespa từ dòng xe ế
ẩm thành một "tiêu chuẩn thời trang" bán chạy thứ 3 Việt Nam (200 million dong
and a communication strategy to bring Vespa from a sluggish car line to the third
best-selling "fashion standard" in Vietnam), Cafe F website, accessed 16 May
2023.
https://cafef.vn/200-trieu-dong-va-chien-luoc-truyen-thong-dua-vespa-thanh-mot-ti
eu-chuan-thoi-trang-chiem-thi-phan-so-3-tai-viet-nam-20190207220343125.chn
21. Vespa (n.d.) Chăm sóc khách hàng (Customer Care), Vespa website, accessed 18
May 2023. https://www.vespa.com/vn_VI/cham-soc-khach-hang/
22. Vespa (n.d.) SPRINT S WITH TFT 150, Vespa website, accessed 9 May 2023.
https://www.vespa.com/vn_EN/models/sprint/sprint-s-with-tft-150-4s3v-2021/
23. Vespa Sapa (2020) 3 lưu ý đặc biệt khi mang xe Vespa đi bảo hành (3 special
notes when bringing Vespa for warranty), Piaggio Sapa website, accessed 18 May
2023.
https://piaggiosapa.vn/3-luu-y-dac-biet-khi-mang-xe-vespa-di-bao-hanh#:~:text=1
%2F%20Ghi%20nh%E1%BB%9B%20th%E1%BB%9Di%20gian%20mang%20xe
%20%C4%91i%20b%E1%BA%A3o%20h%C3%A0nh&text=%C4%90%E1%BB%
91i%20v%E1%BB%9Bi%20xe%20Vespa%2C%20ng%C6%B0%E

9. Appendices
Figure 1: the color variety of vespa

Figure 2: Real total consumer spending on transportation in Vietnam from 2013 to 2028
(Statista 2023).

Figure 3: Vietnam: Growth rate of real gross domestic product (GDP) from 2018 to 2028*
(Statista 2023).
Figure 4: family marketing campaign "Gia đình là khởi nguồn của đam mê" on vespa
Vietnam chanel.

Figure 5: Latte's price (Yamaha n.d.). Figure 6: Grande's price (Yamaha n.d.).
Figure 7: Attila's price (Sym n.d.). Figure 8: Vision's price (VTC 2023).

Figure 9: Lead's price (Thethao 247 2023). Figure 10: NVX's price ( Auto Fun n.d.).
Figure 11: Price of SH 160i ( Honda n.d.).

Figure 12: Vespa’s lines ( Vespa n.d.)

Figure 13: Advertising videos on Youtube. Figure 14: Advertising post on Facebook.

Figure 15: Vespa holds a big promotion for Tet 2022 (vespa n.d)
Figure 16: Vespa holds a promotion for Tet 2023 (Vespa 2023).

Figure 17: Mini game about Vespa Sprint S with TFT.

Figure 18: Online The Face by Vespa in 2020.

Figure 19: Market share of motorcycle manufacturers in Vietnam in 2022, based on unit
sales (Statista 2023).