MARKETING MANAGER GROUP 4

PHAN MINH VIỆT

VŨ THỊ TUYẾT MAI
NGUYỄN HOÀNG LAN
LÊ THỊ BÍCH THỦY
HỒ THỊ KIM CHI
BÙI NGỌC PHƯƠNG AN
 TABLE OF CONTENTS

BUSINESS ENVIRONMENT B. TARGET MARKETING C. 4P

A
ANALYSIS

MICRO ENVIRONMENT TARGET MARKET PRODUCT

MACRO ENVIRONMENT MARKET SEGMENTS PRICE

SWOT PLACE

PROMOTION
 A. BUSINESS ENVIRONMENT ANALYSIS
I. MIRCO EVIROMENT
1. The company's production and business
capacity
VinFast - a member company of Vingroup - has a vision to
become a smart electric vehicle brand that strongly promotes
the global electric vehicle revolution.

According to the financial statements, the total investment

capital for production is up to 70,337 billion VND.

VinFast electric motorcycle factory has a total area of 6.4

hectares, the design capacity of phase 1 is 250,000
vehicles/year, phase 2 is 500,000 vehicles/year and can be
expanded to 1 million vehicles/year, aiming to To become the
most modern electric motorcycle production base in
Southeast Asia.
2. Customers
Customer components include: Internal customers and External customers.

Customer's need

Customer Behavior

Shopping Methor

ShoppingLorem Ipsum
Pyschology
3. Competitors
In Vietnam, about 3-5 years ago, the electric bicycle market was imported into Vietnam a lot.

Right from the launch of the first electric motorcycle model Klara with 2 versions: a high-end
version using Lithium-ion batteries and a version using lead-acid batteries, Vinfast has had to
compete with many famous brands. and popular in Vietnam such as Dibao, Giant, Honda, Pega,
Kymco, DK bike,...
II. MARCO EVIROMENT
1. Economic environment
Vietnam's economy is developing and growing quite steadily. A decrease in the
unemployment rate means an increase in employment. It also means increased
income and purchasing power and ability to pay, which in turn increases consumer
output, which is important for overall economic growth. People's income and living
standards increase, so the demand for using motorbikes to travel in Vietnam is
increasing and to be environmentally friendly, electric motorbikes will be one of the
people's choices.
2. Political and legal environment
Realizing the importance of the auto-motorcycle industry, right from the
beginning of 2017, the Government has announced many policies to facilitate and
support Vietnamese businesses to participate in this field.
In fact, the State's facilitation of international integration and globalization has
created conditions for automakers of electric cars and motorbikes in general and
especially VinFast to access advanced and modern technology. as well as
mechanization, cooperation with international companies and corporations.
3. Cultural environment
Vietnam is a developing country, but the number of car users is not much and
currently motorcycles account for a high percentage. And Vietnam is a well-
developed country, in recent years, there have been more personal vehicles on the
market, such as electric bicycles and electric motorbikes, used by a large number of
students, creating more pressure on our country's road traffic system.
4. Technological environment
Catching up with the 4.0 technology trend – VinFast electric motorbike factory has the
world's leading scale and modernity.
VinFast also has a team of experienced design engineers who can convert conceptual
designs and 2D designs provided by manufacturers into detailed, complete designs
as required.
VinFast is one of the first electric motorbike factories in Vietnam to master the core
stages, capable of producing key auto components such as tires, engines, etc.,
thereby affirming its position of a independent electric motorcycle manufacturer.
 STRENGHT WEAKNESS
 Good brand image  Having to borrow foreign technology for production
 Strong financial resources and abundant labor  Being an electric motorcycle brand is still too new for
resources Vietnamese people.
 Price is suitable for customer segments  The limited charging location is an electric vehicle, so the
 Products bring high technology and are charging time must be quite long and the charging
environmentally friendly. locations are limited.
 There are some versions that use halogen bulbs for poor
light efficiency.
III.SWOT
OPPORTUNITY
 Eco-friendly trend THREATS
 Supported by government and  Customer Habits
consumers  Compete with big players
 Potential electric motorcycle market  Distribution channels and service systems are
 With Vietnamese brand name also an issue
 B. TARGET MARKETING
Vinfast's Marketing Goals in 2023:
 Sold about 150,000 electric motorbikes of all kinds.
 Bringing electric motorbikes closer to people, mainly students, students and commuters.
 Promote the image of electric cars closer to the people in the western provinces
 Special cooperation with VinFast headquarters in private car salons in 13 Western
provinces.

I. TARGET MARKET

In 2023, the market that Vinfast wants to target is the southern market, focusing
on big provinces and cities such as Can Tho, Kien Giang, Bac Lieu, Ben Tre,...

Besides, Big markets like in Ho Chi Minh City and Hanoi and Danang will not stop
growing.
PPREMIUM SEGMENT MID-RANGE SEGMENT
II. MARKET
SEGMENTS

UNIVERSAL SEGMENT
 C. 4PS
I. PRODUCTS OF VINFAST
1. TYPES OF PRODUCT
1.1 UNIVERSAL USE
 TEMPEST
 IMPES
 LUDO

1.2 INTERMEDIATE
 FELIZ
 KLARA S
 KLARA A2

1.3 PREMIUM
 THEON
 VINFAST VENTO
2. PRODUCTS SERVICES
 WARRANTY POLICY FOR MOTORCYCLE
 BATTERY SERVICE
 SYSTEM OF STATIONS AND CHARGING DEVICES
- VINFAST PROVIDES ELECTRIC MOTORCYCLE CHARGING UNIT PRICES AS FOLLOWS:
• CHARGING UNIT PRICE:  3,117 VND/kWh
• HOURLY CHARGING UNIT PRICE:  1,100 VND/minute
- MODEL OF 5 COMPONENTS OF VINFAST
PRODUCTS
II. PRICE
The price is divided into 3 segments:
 Popular price: 12 million to 20 million
 Mid-range price: 20 million to 40 million VND 10.000 FIRST
 Premium price: 50 million to 70 million VND CUSTOMER

*NEW* KLARA A2
25.900.000 VNĐ

26.900.000 VNĐ
III. PLACE
1. DIRECT DISTRIBUTION
Currently, VINFAST has 200 showrooms for electric cars and motorbikes across the country.
However, the porch to the south has about 20 to 30 showrooms.
And in the near future, there will be more shorows focused on opening in the western provinces,
which will increase from 20 to about 80.

2. INDIRECT DISTRIBUTION
VINFAST will establish a contract to supply electric motorbikes at a mid-range car dealer in the
western provinces. It is expected to sign with more than 300 agents.
IV. PROMOTION

 KOLS FOR TVC : SƠN TÙNG

 ADVERTISING ON TV STATIONS
+ The favorite channel of the majority of people in the western
region in the golden hour at 20:00.
+ Student's favorite channel at 6:30pm
 Advertise on social networking sites Facebook, Twitter,.. to
attract young people.
 Open free music shows through which to promote the
functions and good features of electric motorbikes.
 ESTABLISHED 2 CAMPAIGN:
 + New collection of old cars: for used cars under 3 years, 10%
discount to exchange for new cars, 80% subsidy for cars still
under warranty, up to a more advanced car.
 + Selfie with Vin: Customers who check in new products have
high interactions
1 First prize 10.000.000 VNĐ + A tour of the factory

1 Second Prize 8.000.000 VNĐ

1 Third Prize 6.000.000 VNĐ

2 Consolation Prizes 4.000.000 VNĐ

THANK YOU !
:)

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