outline of the marketing plan

Executive
Summary .............................................................................
................1

2.

Situation
Analysis ..............................................................................
..................4
2.1. Market
Summary .............................................................................
..............4
2.1.1. Market
Demographics......................................................................
.......5
2.1.2. Market
Needs ..................................................................................
........5
2.1.3. Market
Trends .................................................................................
........6
2.1.4. Market
Growth ................................................................................
........7
2.2. SWOT
Analysis ..............................................................................
...............9
2.2.1.
Strengths .............................................................................
....................9
2.2.2.
Weaknesses .........................................................................
....................9
2.2.3.
Opportunities ......................................................................
..................10
2.2.4.
Threats ................................................................................
..................10
2.3.
Competition ........................................................................
.........................10
2.4. Product
Offering ..............................................................................
............10
2.5. Keys to
Success ...............................................................................
............11
2.6. Critical
Issues ..................................................................................
............12

3.

Marketing
Strategy ...............................................................................
.............13
3.1.
Mission ...............................................................................
.........................13
3.2. Marketing
Objectives ...........................................................................
.......13
3.3. Financial
Objectives ...........................................................................
.........13
3.4. Target
Market .................................................................................
.............13
3.5.
Positioning ..........................................................................
.........................14

3.6.
Strategies ............................................................................
.........................15
3.7. Marketing
Program ..............................................................................
........16
3.8. Marketing
Research .............................................................................
........18
4.

Financials ............................................................................
...............................18
4.1. Break-Even
Analysis ..............................................................................
.....18
4.2. Sales Forecast (Not
Available) ....................................................................19
4.3. Expense
Forecast ...............................................................................
..........19

5.

Controls ..............................................................................
................................20
5.1.
Implementation ...................................................................
.........................20
5.2. Marketing
Organization .......................................................................
........20
5.3. Contingency
Planning...............................................................................
...20

1. Executive Summary
Vingroup, formerly known as Technocom Corporation,
was founded in 1993 in
Ukraine. From 1993-2000s, Technocom had successful
trade in instant noodle, fast
food. In the early 2000s, Vingroup started in Vietnam
with two key brands: Vincom
and Vinpearl. In January 2012, Vinpearl JSC merged with
Vincom JSC to form
Vingroup Joint Stock Company.
With the mission "To create a better life for the
Vietnamese people", Vingroup has
developed a diversified portfolio across several business
segments:
✓

Technology

Heavy industry

Consumer Retail

Property
✓

Hospitality and Entertainment

Healthcare

Education

Agriculture

Vingroup continues to pioneer and lead consumer trends

in each of its businesses

introducing Vietnamese consumers to a brand new,

modern life-style with
international-standard products and services. Vingroup
has created a respected, wellrecognized Vietnamese brand
and is proud to be one of the nation’s leading private
enterprises.
VISION
With pioneering aspirations and a long-term investment
strategy, Vingroup
positions itself as the property developer and retailer in
Vietnam, with growing
reputation and position on the global economic map and a
portfolio of quality
products and services.

MISSION
To create a better life for the Vietnamese people.
CORE VALUES
"CREDIBILITY - INTEGRITY - CREATIVITY -
SPEED – QUALITY –
HUMANITY”
CREDIBILITY
•

Vingroup places utmost importance on building its

Credibility. The Group
believes Credibility is a competitive advantage and
vigorously protects its
Credibility as one would protect one’s honor.

Vingroup is fully prepared to execute its plans and spares

no effort in meeting
its commitments, even going beyond the expectations of
customers and
partners, particularly on those related to product quality –
services and
implementation progress.

INTEGRITY
•

Vingroup considers Integrity an important foundation of

its business. We
comply fully with the law and maintain the highest level
of professional and
social ethics.
•

Vingroup adopts a customer-centered approach, in which

the Group places the
interests and wishes of the customers above its own.
Vingroup strives to
provide its customers with the best products and services,
and considers
customer satisfaction as the measure of success.

Vingroup upholds a customer-service approach, and only

takes on a task when
the Group is confident of its execution capability.

CREATIVITY
•

Vingroup considers Creativity as the source of vitality and

innovation in each
of its products and services. Creativity enables the Group
to deliver on its
philosophy of “Dare To Think, Dare to Do” aimed at
building an organization

eager to learn and to apply modern scientific and

technical technologies into
its production and management. The Group always looks
into improving its
efficiency and enhancing the quality of its products and
services.
•

Vingroup promotes the development philosophy of a

"Learning enterprise" in
which its employees are not afraid to learn, to self-study
and to overcome their
limits.

SPEED
•

Vingroup considers “Speed and efficiency in every

activity” as our guiding
principle and “Fast Decision – Fast Investment – Fast
Deployment – Fast Sales
– Fast change and Quick Adaptation” as our core value.

Vingroup believes that “Glory goes to those who meets

deadline”. Vingroup
understands the importance of speed whilst upholding its
commitment to
quality.

QUALITY
•

Vingroup aims to gather the best people to deliver the best

products and
services and to contribute to building the best society.

Vingroup strives to develop a force of effective and

efficient human capital
with sound Ethics and Knowledge, where each member is
an expert in his
field.

Vingroup believes that: The Group must be like a healthy

and well-shaped
body without redundant fat. We attract and retain the right
person for each
position, allowing each employee to grow in their role or
face elimination if
unsuited.

HUMANITY
•

Vingroup fosters close relationships with our customers,

business partners,
colleagues, investors and society with goodwill,
compassion and a humane
spirit.
3

We value employees as our most important resource; we

build a professional,
dynamic, creative and compassionate work environment,
and provide a
superior compensation package and fair development
opportunities to all
employees.

Vingroup fosters “Harmony” based on fairness, integrity

and compassion. The
Group values teamwork, solidarity, discipline and loyalty,
and demonstrates
corporate social responsibility that harmonizes corporate
goals with
community contributions.
VINFAST
As a subsidiary of Vingroup, VinFast is the first large-
scale automobile
manufacturer in Vietnam and will be the first company to
participate in the
international auto exhibition. The company is currently
developing and
manufacturing innovative cars of world-class level.
As a Vietnamese enterprise with international vision,
VinFast is cooperating
with leading European design, engineering and
component companies to
create products that meet international standards and
customer expectations.
in terms of design, quality, ability, features in the car and
driver experience.

2. Situation Analysis
2.1. Market Summary
Vietnamese market has none local car brand before
Vinfast which makes Vinfast
being the first Vietnamese car brand and known by almost
all the Vietnamese people.
Because of being controlled by Vingroup, a local
company, Vinfast has good
information about Vietnamese market such as the average
income, policy and citizens
demand. Therefore Vinfast can launch their new products
which are based these
information.
Target Markets: Low-cost

2.1.1. Market Demographics

The customer of Vinfast consists of the following
geographics, demographics and
behavioral factors:

Geographics: Focus on big cities in Vietnam.

Demographics:
• Age: From 30 to 50 yrs
• Family size : Available to every family size.
• Income: High Class (Over 50m/month)
• Psychographic: The vehicle of vinfast is suitable for the
personal lifestyle of
favoring luxurious, world-class cars but still bearing the
pride of Vietnamese
brand with competitive starting price.
Behaviorals:
Vinfast products are suitable for users who use car usually
because its low cost and
easy to maintain.
Volume usage: suitable for people who use car regularly.
Brand loyalty: loyalty customers of Vingroup are Vinfast
potential.

2.1.2. Market Needs

Quality
•

Durable: use it in long-term.

Safety: Adaptive Cruise Control, Camera System, saved

gasoline.

Comfortable: wide space, air-conditioner, odorous, radio,

…
•

Many features.

Design
•

Northern: Small size, luxurious, easy to move.

South: Big size.

Customer Service
•

Guarantee in long-term.

•
Organize many event about maintenance, repair.

Sales off in next time or customer’ friend.

2.1.3. Market Trends

In 2018 there is a name not to be missed: VinFast, the car
brand of VinGroup, will
be produced in Vietnam, competing in urban and mid-
range car groups. VinFast was

born in late 2017, and in 10/2018 officially launched the

world, when attending the
Paris Motor Show 2018 took place in France. The
ambitious project with a long-term
vision, VinFast's goal is to become the leading automobile
manufacturer in Southeast
Asia with a capacity of 500,000 cars / year and 1 million
electric motorbikes by 2025.
The automobile market is full of top names in the world
such as BMW, Mercedes,
Toyota, Ford ... Vingroup offers cars that are evaluated by
experts as high-end,
European technology but the price is "chestnut".
Electric motorbikes are advertised as designed for
Vietnamese people and the
special feature of "amphibious cars" is suitable for
Vietnamese conditions, but the
price of electric motorbikes is much more controversial.
Phones from 2.5 to 6.3
million in the first phase are also said to be quite pleasant.
The above price is thanks to Vingroup applying a "3 no"
price policy, including no
depreciation, no financial costs and no interest but loss on
the business side.
VINFAST'S MARKET TREND IS FOLLOWING THE
WORLD TREND
Communication method upholds the brand of VinFast
1. Build a high-profile international brand image
VinFast with the ambition of products of international
stature, so when it started
building a brand that chose Paris Motor Show - the most
prestigious exhibition.

6
2. Encourage national pride
The media that has hit the "national pride" has always
been exploited by
Vietnamese brands and the users have been very
supportive. National pride is also
one of the great competitive advantages of VinFast when
Vietnamese car company
entered the race to compete with "big men" from the
West.
3. Coverage communication with expensive Influencers
Invited guests to the event launched VinFast: Miss Tran
Tieu Vy, Queen Hoang
Thuy and model Quang Dai partly caused attention for
users. Especially, the

appearance of David Beckham with 15,837 discussions

helped VinFast improve its
brand.
In the future, it is hoped that VinFast will have further
strategies to enhance brand
identity both in social media and in real life. Being a
brand can be strong enough to
compete with foreign brands and really create a pride for
Vietnamese people in the
international arena.

2.1.4. Market Growth

VinFast is the "offspring" of billionaire businessman
Pham Nhat Vuong - who
from a 40,000 USD loan many years ago built a Vingroup
with an estimated value of
10 billion USD operating in many fields including
manufacturing. cars, trade centers,
complex housing, resort, education, health, .... In 10/2018,
VinFast announced the
first two models of new cars to the world at the Paris
Motor Show. This will be the
first major challenge of this young automaker. Within a
year, Vietnamese consumers
will have the opportunity to own a VinFast vehicle.
More than 200,000 vehicles are sold in Vietnam market in
2017 and the growth
rate is about 25% / year in the past few years. Most
observers, at home and abroad,
see Vietnam as a growing potential market. However, the
technology change will put
VinFast ahead of many challenges, especially when
VinFast engine is developed on
the basis of BMW engines. Many years of research show
that Vietnamese customers

are reluctant to buy high-value products made in Vietnam,

they are afraid of quality.
It's okay to buy Vietnamese food and drinks, or furniture.
But for things that are as
complicated and expensive as cars, they may be shy, "said
market researcher.
VinFast's original plan is to focus on the domestic market.
With a forecast of GDP
growth of about 6-7% per year, automobile sales are
expected to increase strongly in
the coming years. Even the new production line of
VinFast has enough capacity to

meet domestic demand and its leaders are looking for

export opportunities, mainly to
Southeast Asian countries. VinFast factory is being
constructed at an amazingly fast
speed. Even when the rain is torrential, workers still work
hard to keep the retail
production of the first VinFast products: two small cars
and one electric vehicle
before the second quarter of 2019, which is not yet full. 2
years since the project was
started. According to VinFast data, Vietnam's economy is
growing very fast, but per
capita income is only about 2,000 USD / year. Consumers
who are still struggling to
save can buy motorbikes very popular in big cities like
Hanoi and Ho Chi Minh City.
According to Ms. Le Thi Thu Thuy - Chairman of
VinFast, the income of people in
urban areas is much higher than in rural areas. With this
significant difference, Ms.
Thuy said that VinFast's plan to produce and consume
250,000 cars is feasible.
In fact, the calculation of 250,000 vehicles / year is
equivalent to 38 cars / hour - a
figure that is quite modest compared to the general
standard of the world. VinFast
leader said when needed, the company can push capacity
to 60 vehicles / hour,
approaching the industry's practice.
Thus, the value system that VinFast has created from its
aspirations clearly does
not stop at a specific car. It is the value of the belief that
Vietnamese enterprises are
capable of being able to lead the production chain with
the links of big names in the
world. It is also the value of the desire to contribute to
promoting the development of
domestic enterprises, thereby creating momentum for the
rise of the country's
economy.

According to BMI Research, Vietnam and the Philippines

will be the two fastestgrowing automobile production
markets in Southeast Asia from 2017 to 2021.
Economic growth of both the Philippines and Vietnam is
expected to exceed 6%,
among the fastest growing countries in the world.
In the past four years, the average rate of urban
consumers in ASEAN economies
that intend to buy cars is 25%. In Vietnam, the average
proportion in 2016 and 2017

is over 15%, up from 11.9% in 2013 and the highest

among five ASEAN countries
including Philippines, Indonesia, Thailand, Malaysia and
Vietnam.
Official figures show that car sales in Vietnam increased
sharply from 2013-2016,
although it slowed down from the beginning of 2017 to
the end of 2017. According
to FTCR, the reason for this slowdown is that Vietnamese
consumers delay the
decision to buy cars until 2018 to wait for the
Government to cut import tax from
other ASEAN countries from 30% currently to 0%. FTCR
forecast sales of cars in
Vietnam will increase from 2018.

2.2. SWOT Analysis

2.2.1. Strengths
•

Awareness: Having an amount of awareness which comes

from Vingroup.

• Strong finance: make sure that the marketing mix

strategies flow goes
smoothly as planned.
• Vingroup Ecosystem: Using VinID and Adayroi as tools
to help the marketing
strategies.

2.2.2. Weaknesses
•

Reputation: Vingroup is always known as a leader in real

estate market, which
will make the customers beware of the quality of Vinfast.

• Limited product line: Recently entered the car market

last year so not be
diverse in product line.
• Weak brand: Vinfast can’t charge the same prices for
goods and services as
their competitors, because consumers don’t value the
brand (new car brand).
9

2.2.3. Opportunities
•

Metro: base on the new infrastructure, the traffic

problems will be solved.
Therefore the demand of using car increase strongly.

Average income of the citizens increase ( 20%).

The first Vietnamese Car: this is the advantage of Vinfast

because we need no
money in advertising for the first step of introducing new
products.

2.2.4. Threats
•

Tax free for the asean imported cars => 2019, low-cost
imported cars increase.

Metro: an alternative transportation which competes

directly to traditional
transportation.

Pollution: Vinfast new products have no environment

solving solution.

2.3. Competition
Toyota
−

Long-standing brand in VN

−
Quality- easy to repair

Device is simple

Satisfy many consumer segments

Hyundai
−

Low-cost

Be designed very attractive

Other: Honda/Ford/BMW….
−
The reputed brand in VN

2.4. Product Offering

10

Vinfast Lux A2.0 is a complex car for a sophisticated

audience. From the aircraftlike hood, classic cab rearward
to large wheels and tires, the sense of harmony and
balance is unrivaled.
DESIGN CHOSEN BY ITS PEOPLE
A car specifically designed and voted by Vietnamese
users
MUSCULAR YET ELEGANT
A combination of muscular shape and taut forms give Lux
A2.0 a very
contemporary and timeless look.
DISTINCTIVELY VIETNAMESE
A design that is dramatic and world-class but also
surprisingly fluid, typical of the
Vietnamese landscape and culture.

2.5. Keys to Success

According to Vietnambiz (https://vietnambiz.vn/doanh-
nghiep-ban-le-o-to-datang-truong-se-tro-lai-trong-2019-
115720.htm), VDSC expects that the automotive
retail industry in 2019 will get better but at the same time
the market is expected to
be more competitive. 2017 witnessed a decline in
automobile purchasing power due
to the expectation of reducing import tax from consumers
of ASEAN. Through 2018,
the industry continues to face a shortage of supply due to
strict requirements from
Decree 116.
According to the latest analysis report of Viet Rong
Securities Joint Stock
Company (VDSC), despite high demand, the total sales of
the whole market in the

first 10 months of 2018 are still equivalent to the same

period last year.
However, in the last months of 2018, most importers can
meet government
regulations on quality, technical safety and emission
standards. VDSC expects that
the automotive retail industry in 2019 will get better but at
the same time the market
is expected to be more competitive.

11

Automotive supply is expected to rebound strongly in

2019
The constraint on type certificate of quality (VTA) from
Decree 116 made it
difficult to import cars in the first 7 months of 2018. The
supply of imported cars in
11 months of 2018 decreased by about 16%.
However, considering the final months of 2018, supply
started to show signs of
growth again when the Government of most exporting
countries met the requirements
of this decree.
Therefore, VDSC assesses that the recovery will continue
in the coming months,
while the CBU supply in 2019 will increase sharply from
the relatively low level of
2018. However, growth will stop. on a reasonable level
through government
regulation.
Automobile purchasing power remained high
The import of cars seems to be temporarily interrupted in
the early months of 2018,
so for the whole year, the supply cannot meet the high
demand of the market.
Therefore, customers have to wait another two to three
months to be able to own the
car.
Many customers agreed to deposit early in 2018 and wait
until early next year to
receive the car. Besides, Vietnam's automobile retail
industry still has a lot of room
for growth.

2.6. Critical Issues

Because Vinfast is the first Vietnamese Car brand,

Vinfast has to be very
careful to protect its image which is also represent for
Vietnam.
−

Basing on the tax advantage, Vinfast products price need

to be fixed as equal
as global cars which have the same quality.

12

Ensuring the first experience by the consumers are

exellence to enhance
Vinfast reputation.

3. Marketing Strategy
3.1. Mission
VinFast is a member of VinGroup (Vietnam’s leading
private corporation), but
VinFast’s mission is not only business and trade. The
Ministry of Industry and
Trade has studied that a country with more than 50
million people must have a car
brand of that country. The leaders of Vietnam also
expressed many times, Vietnam
must have a national car brand. Therefore, the birth of
VinFast is the desire of both a
political system and a series of support policies not only
for VinFast but also for
VinGroup.

3.2. Marketing Objectives

Take a market share in global market

Increasing recognition for Vinfast but not yet needing a

sales strategy

3.3. Financial Objectives

Increase profit margin to 1, to 2% per quarter Maintaining
product research and
development budgets, keeping at 10% of quarterly profit,
promoting products in the
quarter by the media because it is the first product line
about Vietnamese cars.
Economic growth will double in the first 3 years, and will
produce new products.

3.4. Target Market

Vinfast’s aim is concentrating on group of customers
whose age about 30-50 with
more than 50 millions per month of income in both
genders. This group has a stable
life and income therefore they would be able to buy car.
At this age, they will care
more about their life and their family.

13

SEGMENTATION
Segment 1

Demographic

Geographic

Segment 2

Gender: All

Gender: All
Age: From 30 to 50 yrs

Age: Over 50 yrs

Income: Over 50m/month

Income: Over 50m/month

big cities in Vietnam

big cities in Vietnam

• Their life is stable

• They buy product for their life

or their children

• They use Vinfast products for

personal, family...
• They spend many their time
on finding high quality
• They want to improve the
product and it make them
quality of their life
feeling safely
Psychographic • They want to buy expensive
• Their family have many
product
people
• They want to show their asset

• Their family doesn’t have

many people

Behavioral

Enhance their position & life

Enhance their position & life.

Usually update in news

Often read news.

3.5. Positioning
Vigor of Vietnamese spirit, Vinfast chose to locate itself
as Vietnamese car line
and produced by Vietnamese people for the first time.
Vinfast creates world-class
cars with Vietnamese identity.

14

“By inviting the people of Vietnam - our first future

customer - to be directly involved
in the car design process from the very beginning, we
have changed the way of
traditional design."- Quote Vinfast.
Vinfast will position Lux A2.0 as a luxury product but
relevant. This positioning
will define the value of Vinfast products and the segment
that Vinfast is concentrating
on. Moreover, Vinfast positions itself as a Car brand for
Vietnameses which makes
people feel that Lux A2.0 is also a car for Vietnameses
with suitable price and high
quality.

3.6. Strategies
Both Vinfast and Lux A2.0 are new to not only
Vietnamese Market but also the
world. Therefore the very first step of the marketing
strategy will seek for awareness.
Firstly, Vinfast will release the reservation’s prices which
are much more lower than
the original price. This will offer the attention for our
targeting customers and also
develop the customer base. At the same time, Vinfast
release the official website with
rich of information about Lux A2.0. It will be designed
for customer seeking
informations as quickly and easily as possible. This
combination will serve the
immediate demand of seeking information by customers
to increase the awarenes.
Then Vinfast will use the social media such as social
networks, online magazine,
online newspaper,… to update the complition of the
commercial version. Once again,
the awareness goes up.
The second marketing method will be advertisements.
After having enough
famous, Lux A2.0 will be released as the commercial
version with official price.
Advertising at this time is the most suitable strategy
because Vinfast need to update
the price again and emphasize that the Lux A2.0 is
available.
Lastly, Vinfast will combine three strategies, which are
sale promotions, direct
marketing and public relations. The reason is the life
cycle of Lux A2.0. At this time,
Lux A2.0 has entered the Growth, which is the time for
Vinfast taking money back.

15

Using three strategies at once will push the sale up as

mush as possible and directly
because this period of time is short.

3.7. Marketing Program

Focus on promoting advertising to increase awareness by
tools such as PR, digital
marketing, direct marketing.
Pricing
The first time buy (pre-order) is 900 millions VND, after
March 2019 back to the
basic price 1.366 billions VND, lower price when buying
on Adayroi.com
Vingroup's carmaker makes the auditorium admiring the
"3 no" price policy to
support consumers (no depreciation, no financial costs
and no interest)
Distribution
Currently, VinFast is building a nationwide distribution
channel with 15
showrooms displaying products, 400 selling points and 22
authorized dealers selling
electric motorbikes nationwide. At the same time, VinFast
is also establishing a
special service ecosystem, including service complexes,
charging stations, customer
care center systems and warranty and repair points for
products. Electric motorbike
products when going into circulation.
Advertising and promotion
Tools: Digital marketing (Website, Facebook and Google
Ads, SEO,...)
from January to December in 2019 has budget : 100
billion VND
− First quarter: from January to March in 2019
✓ We need to show at book arcticals over 9 famous new
papers , online

news and new papers for trades and economic => budget:
300 billions
VND

16

− Second quarter: from April to June in 2019

✓ Event launched at Vinhomes Hai Phong (April 6th -
April 7th) and

Landmark HCMC for 2 days (April 13th - April 14th),

invited KOLS:
Vinh Thuy, Noo Phuoc Thinh, Thuy Tien - Cong Vinh,
Cong Phuong,
Tran Thanh, Quang Dai, Miss Vy Vy=> budget: 10.5
billion VND
✓ Make posters, billboards in residential areas, rich
houses, commercial

centers, luxury apartments like Vincom area, shopping

mall => budget:
10 billions VND
✓ Need to make some advertise on the TV and Youtube
=> budget: 50

billion VND
− Third quarter: from July to September in 2019
✓ Direct marketing targets customers with VIN ID=>
budget: 500 million

VND
✓ Advertising on aircraft, television, newspapers =>
budget: 100 billion

VND
− Fourth quarter: from October to December in 2019
✓ Set up customer appreciation event to invite customers
of Vin
ecosystem to attend. Use email to invite guests to attend
based on
financial ability. KOLs: Quang Dai, Miss Tieu Vy, ... =>
budget: 40
billion
Total budget: 311.3 billions VND

Customer Service:
✓ Call for vehicle maintenance after 6 months of
purchase.
✓ Integrated Voucher in VinID

17

✓ Send congratulatory messages, gifts on birthday,

March 8th, October 20th, ...

3.8. Marketing Research

After a period of launching products to the market,
Vinfast began to conduct
surveys of customers who have used the product, as well
as learn about the wishes of
new customers to be able to renew designs and increase
product quality.

4. Financials
✓ Demand for buying cars
✓ The amounts of people who buy Vinfast Automobile
production costs
account for 30-40% of the total selling price 500,000 cars
sales to 2025
(Urban Environment)

4.1. Break-Even Analysis

− The fee (include marketing fee) is 1000 billions VND.

The word of a car is 300 million.

=> Breakeven point = fixed fee / profit per vehicle =
33,333 units.
=> Except for the deposit, from the second quarter - the
fourth quarter, Vinfast have
to sell 30,000 cars.
− In the second and third quarters, the car price is 900mil
VND (sold 24,000).

=> 1 month sold 6000 units, turnover = 6000 x 900

million: 3600 billions VND.
− In the fourth quarter, the car price is 1 billion 300
million (must sell 6,000).

=> 1 month sold 2000 units, turnover = 2000 x 1 billion

300 million: 2600 billions.
VND
− Assumption: average 1-item sales:
✓ at the price of 900 million VND => variable fee: 300
million

18

✓ when the price is 1.3 billion VND => variable fee: 300
million
✓ fee: 1000 billion / 12 months

4.2. Sales Forecast (Not Available)

4.3. Expense Forecast
Milestones
Plan
Milestones
Start Date End Date

Budget

Manager

Department

Marketing plan
completion

02/01/2019 03/01/2019 0 VND

Vo Quang
Hue

Marketing

Digital Marketing

04/01/2019 31/12/2019 100

billions
VND
Vo Quang
Hue
manage
outsource

Marketing

News paper and

online news

04/01/2019 31/03/2019 300

billions
VND

Vo Quang
Hue

Marketing

Event
01/04/2019 30/06/2019 70.5
Marketing Offline
billions
Advertise on the TV
VND
and Youtube

Vo Quang
Hue

Marketing

Direct Marketing
Advertising on
aircraft, television,
newspapers

01/07/2019 31/09/2019 100.5

billions
VND

Vo Quang
Hue

Marketing
Customer
appreciation event

1/10/2019

31/12/2019 40 billions Vo Quang

VND
Hue

Marketing

Total

311.3
billions
VND

19

5. Controls
−
Installation fee

Communication

Operating costs

Project control, control human resources and

implementation schedule project,
control results of each stage, control feelings feedback
from customers through
communication channels

5.1. Implementation

− The following milestones odentify the key marketing

programs. It’s important
to accomplish each on time and on budget.
5.2. Marketing Organization
− Mr Vo Quang Hue will be responsible for the marketing
activities.

5.3. Contingency Planning

Difficulties and Risks
The event did not achieve the expected effect, few
customers attended, did not
create resonance
Worst-Case Risks
Already fake customers, book more news and boost SEO.
Reference

http://vingroup.net/
https://vinfast.vn/vi/homepage
http://vingroup.net/Uploads/6_An%20pham%20tai
%20lieu/Vingroup%20Cor
porate%20Profile%20(ENG).pdf
http://ndh.vn/Pages/News/PrintPage.aspx?
Cat_ID=95&News_ID=201707061
25917898
https://autodaily.vn/2017/09/rat-nhieu-nguoi-viet-dang-
co-nhu-cau-mua-oto
https://tuoitre.vn/nhu-cau-mua-oto-tai-viet-nam-dang-bat-
kip-cac-nuoc-asean20170925145938339.htm

20

21