This document provides information about Vingroup, a Vietnamese conglomerate founded in 1993. It details Vingroup's subsidiaries which operate in various industries like real estate development, automobiles, education, healthcare, and retail. The document also outlines Vingroup's vision, mission, values and achievements. It proposes a marketing communication plan and timeline for fundraising events to support a hospital, including a football match, online surveys to evaluate the events, and a budget breakdown. Risks to the events and mitigation strategies are also discussed.
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Type: Public
Industry: Conglomerate
Founded: August 8, 1993; 28 years ago
Founder: Phạm Nhật Vượng
Headquaters: Vinhomes Riverside, Long Bien District, Hanoi, Vietnam
Area served: Vietnam
Key people: Phạm Nhật Vượng (Chairman)
Nguyễn Việt Quang (CEO)
Website: vingroup.net
Subsidiaries:
• Vinhomes: residential real estate development
• VinFast: automobile, cars and motorbike manufacturing
• VinSmart: The Vingroup Smartphone Company.
• Vincom: shopping malls (Vincom Centre, Vincom Plaza, Vincom Mega
Mall, Vincom+)
• Vinpearl: Vinpearl owns major resorts in Vietnam
• Vinschool: education from kindergarten, elementary school, middle
school to high school.
• Vinwonders : Amusement parks and attractions such as an ice skating
rink and a water park and Vinpearl Safari Phu Quoc.
• Vinmec: Officially opened in 2012, Vinmec currently consists of 7
general hospitals
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• VinUniversity: higher education institution, in partnership with Cornell
University and University of Pennsylvania
• VinFa: Pharmacy.
• VinID: A technology product development - developing a super app
called VinID providing Fintech, Loytal and Digital Marketing services with
roughly 7 million users in 2019.
• VinCommerce: convenience stores (VinMart+), supermarkets (VinMart).
Controlling stake sold to Masan Group in 2019, but VinGroup retains a large
stake.
• VINCSS: Network Security Services
• Vincom Office: office real estate
• Thien Tam Fund: philanthropical organisation on behalf of Vingroup
• VinBigdata
• VinAI
• VinES (Vin Energy Solution): EV battery manufacturer
Customer services:
• Research, analyze, evaluate and synthesize the needs, desires and
aspirations of customers deeply and comprehensively (from the angles:
economy, culture, politics, society, art). ...)
• Research, design and invest in building a system of products and services
with the best quality, meeting the needs and bringing satisfaction to customers.
• Building a business culture based on the motto "Taking customers as the
center", all activities of the Company and employees are directed towards the
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highest goal of satisfying the needs of customers, always putting themselves in
the right position. client's mind to evaluate and review any issues.
• Develop a system of principles of communication and behavior towards
customers for employees, which clearly define functions, tasks and standard
behaviors to be performed.
• Implement customer care programs with many attractive and practical
contents, ensuring benefits and increasing benefits for customers.
• Actively building, implementing (and always accompanying customers)
in community-oriented charity social programs, environmental protection
programs...
Vision, Mission and Core Values
• Vingroup's goals are: Gathering elite people to create elite products and
services; all members enjoy elite life and contribute to building an elite society.
• Vingroup wishes to build a lean human resources team with both Duc and Tai,
where each member is an excellent factor in his or her field of work.
• Vingroup's concept: Its system must be like a healthy, toned person without
excess fat. We "treat sage" and "find the sand to find gold" in the hope of
finding the right people, putting the right people in the right jobs to promote
their full potential, but also ready to screen those who are not suitable.
Vingroup's predecessor is Technocom, an organization specializing in providing
instant noodles, born in 1993 in Ukraine. During the 2000s, through two joint-
stock units Vincom and Vinpearl, Technocom Group invested in Vietnam in the
fields of tourism, hotel, real estate, securities, and capital trade.
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Vincom: the name is mostly Vincom Joint Stock Organization, formerly known
as Vietnam General Commercial Joint Stock Company, was officially born on
May 3, 2002.
- Address: Head office: No.7 Bang Lang 1 Street, Viet Hung Ward, Long
Bien District, Hanoi
- Mission: To Create a Better Life For People
- Vision: Vingroup aims to develop into a leading Technology – Industry –
Services group in the region.
Vingroup aims to develop into a leading Technology – Industry – Services
group in the region. We will continuously innovate, create sustainable
ecosystems of quality products and services, to improve the lives of the
Vietnamese people, and elevate the position of Vietnamese brands globally.
- Values: “Credibility – Integrity – Creativity – Speed – Quality –
Humanity”
Vingroup fosters “Harmony” based on fairness, integrity, and compassion. The
Group values teamwork, solidarity, discipline, and loyalty while demonstrating
corporate social responsibility that harmonizes corporate goals with community
contributions.
- Achievement:
. Vingroup breaks the record of the tallest building in Vietnam: Landmark 81.
. Producing and bringing Vietnamese-branded cars to the world: Vinfast
. Pham Nhat Vuong – Top richest people in the world: Chairman of the Board
of Directors of Vingroup.
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- Product:
Vincom, Vinhomes, Vincity – Real Estate.
Vinmart – Retail.
VinFast – Heavy industry.
VinEco – Agriculture.
- Service:
Vinpearl – services, entertainment.
- Award:
+ Top 100 best places to work in Vietnam with 4 leading positions in the
industry belong to brands: Vinhomes, Vinpearl, Vinmec, and Vincommerce.
+ Award "The most successful IPO deal in Asia and Vietnam" in 2018 was
voted by Finance Asia.
+ The "Best in Vietnam" award in the most important categories: Complex
project investor, Trade center investor and resort project investor in 2016" by
Global Finance Magazine awarded by Euromoney.
+ Top 10 awards "Vietnam Gold Star 2018".
Bizplus page with the title "VinFast puts Vietnam on the map of car-producing
countries. Today, a Vietnamese man or woman of a certain class might live in a
Vinhome, send their children to a Vinschool (and, from 2020, a VinUni),
holiday at a Vinpearl resort and charge their VinFast electric scooter at a
VinMart.
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customers more confident when using Vingroup's products. However, because
of its great reputation and influence, there are also a lot of speculations from the
outside that affect the company's image, so in the coming time, the
communication plan's goal will be the top priority. continues to build a solid
foundation for the reputation of the subsidiaries, not only within the scope of its
activities but also in the priorities of the society.
In order for Vingroup's image to be more beautiful and professional, the
communication plan needs to do the following things.
• Hiring KOLs to promote all Vingroups images to customers.
• Using social networks TikTok, Facebook, Instagram, ..... to reach customers.
Post official information and best pictures.
• Using donation and charity activities to improve Vingroup's position in the
eyes of customers.
• A communication event with preferential vouchers will be operated from
12 March to 12 May 2022, Full-Service packages at Vinpearl will be given to 5
families who got problems with the delay of the Vinhomes Skylake
development in 2019 and 1000 customers enjoy great services at Phu Quoc
Vinpearl when buying luxuty flat at Vinhome on the website.
• July 2022: We will organize a communication event as sponsorship for
500 patients with difficult circumstances who can use care services at Vinmec.
That fundraising football event gathers a series of artists as well as players of
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the Vietnamese team with over 20000 audiences on 12 July 2022 at My Dinh
National Stadium.
Community: Vingroup is attempting to give the greatest and most realistic
experiences about the products and services that Vingroup will provide when
customers plan to choose Vingroup, therefore maintaining the direction is
crucial. In addition, to upholding the reputation and quality of all services and
goods in the eyes of customers.
Customer: The consumer experience following the marketing campaign is
equally critical. Vingroup will enhance consumer trust if we consistently
provide the greatest product or service and constancy experience, which is also
a long-term marketing approach - word of mouth.
The media: The media plays a vital role in our plan. It aids in regaining client
trust as a result of unexpected situations involving Vingroup's products and
services. Besides, the media assist us in spreading Vingroup's newest goods and
services to consumers who are unable to attend the launch event.
Vingroup has used many different messages over the years such as:
“A Pioneering Mission”
“Shaping the future”
And Vingroup’s theme for 2021 is “Shaping a Technology-Driven Future.”
Vingroup defines science and technology as the prerequisites in all management
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national flag, expressing our pride in the Vietnamese identity, spirit and
intellect.
SOCIAL MEDIA : Vinfast's marketing strategy is to understand the media,
understand consumer psychology and know how to apply, take advantage of
many strong media sources to increase its reputation.
-Vinfast social media strategy
• WEBSITE MARKETING : Create a website with content to introduce the
company, products, services, receive customer opinions
• SOCIAL NETWORKING :
FACEBOOK, TIKTOK,INSTAGRAM : Build effective content and
interact on fanpage
BOOKING KOLS,INFLUENCERS FOR PR : promote the products
line,compete with other competitors
ENGINE MARKETING (ADWORD & SEO) : Increase user traffic to your
website with content they are interested in. If access to the website increases,
the potential for customers will be higher
• VIRAL MARKETING : Create program activities or affiliations in
communities for the purpose of promoting the company's products and services
EVENT PARIS MOTOR SHOW (VINFAST) : invite the famous global
star David Beckham to promote at the Paris Motor Show event
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These are the timelines we have arranged for upcoming plans and events.
DATE ACTIVITY
12/03/2022-12/05/2022 Give away preferential vouchers
20/05/2022 Hold a press conference to announce
the fundraising event.
22/05/2022 Send invitations to football matches
to celebrities.
20/06/2022 – 03/07/2022 Promote the event with TV ads and
posters.
04/07/2022 Officially selling tickets to the
stadium for spectators.
12/7/2022 The day of the football match.
17:00 – 18:00 Welcome spectators into the field.
18:00 – 18:15 Performances by singers.
18:15 – 18:20 Speech of the Representative of the
Organizing Committee.
18:30 – 19:40 The match starts and ends.
13/07/2022 All money raised will be sent to
Joint Stock Company
Vinmec International General
Hospital.
15/08/2022 Customer Reunion Event -
preferential vouchers
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We choose to use online surveys to measure and evaluate the results of
effectiveness of our events. We know that online survey often produce volatile
response rates and that the data collected is often unreliable because we have no
control over the group of respondents. However, the new generation of online
survey applications that integrate AI with modern algorithms have overcome
these limitations such as Google Form, Limesurvey... we will also use
applications. this to identify the number of participants. Online survey is a
simple method and less expensive to collect customer opinions and preferences.
The survey will include the following questions:
1. Did you attend at our first event? (yes/no)
2. Did you see our message? (yes/no)
3. Do you understand our message? (yes/no)
4. Can you recall our message? (yes/no)
5. Would you support our message by joining our event?
6. What is your feeling about our event?
7. What do you expect at our event?
1. Unpredictable Weather
- Weather conditions are always something that affects events whether indoor or
outdoor. For indoor events, the weather will only make it difficult for guests
who can't come or leave at the end of the event. However, for outdoor events,
unfavorable weather is really a serious risk such as the risks of collapse, fire,
explosion because of rainstorms, or fire incidents because dry grass is easy to
catch fire when the sun was burning hot.
2. Covid pandemic Risk
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- As Vietnam faces its most serious outbreak yet, companies are facing
significant operational, financial, and strategic challenges due to the COVID-19
outbreak and associated restrictions. Businesses need to evaluate the risk of
infection and effectively manage their liquidity to survive this difficult period.
3. Events with children, unforeseen risks
- For children, often naughty, tinkering with things they do not know, this not
only affects the equipment serving the event but can also cause a tragic
accident.
4. Risk of fire and explosion
- Explosions are not what everyone imagines will happen at the event
1. It is necessary to check and update the weather forecast continuously, at least
7 days before the event to come up with the most appropriate and safest plan.
Make sure that the roofs, tents, or items to cover the sun and rain can be used
effectively. Besides, sometimes we also have to use lightning rods in case the
thunder is too strong, causing direct danger to many people.
2. Ensure absolute health for guests, check information about Covid-
vaccination before entering the shop, to minimize the spread of disease, to
prepare alcohol sanitizer, masks at each entrance.
3. To ensure safety in cases where there are children, we need the following
activities:
- Build a loudspeaker system to find lost children.
- Always remind parents to take care of their children.
- Areas near electricity are locked and supervised.
- Devices should be kept out of reach of children.
- Build a few concentrated play areas for children.
4. First, we need to be aware of all fire risks so that we can list all possible
prevention options. Second, make sure that fire prevention equipment is in place
wherever a potential fire or explosion is suspected or easily accessible at the
event. They can immediately extinguish a small fire that occurs in the stage
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area, or the tarp area where brand experience activities take place,… it can
prevent smoke from spreading throughout the event. Finally, make sure that
you have contacted the fire department in the area in case of an emergency, they
can understand the terrain and timely approach.
Time Location Content Budget
12/ 07/ 2022 My Dinh
National
Stadium
LOVE BALLS -
Fundraising
football event
o $7.000 include stage, audio system
or light system
o $20.000 for football team (U23
Vietnam)
o $15.000 KOLS: Miss Grand
International 2021 - Nguyen Thuc
Thuy Tien, Comedian Hoai Linh,
MC Tran Thanh, Singer Thuy Tien.
o outside activities (mini games)
o $9.000 100 staffs and 50
volunteers.
o $7.000 for gifts (award for
custormer).
o $2.000 for MC (Thanh Thanh
Huyen).
Total: $60.000 all cost
15/ 08/ 2022 Vincom
Centre
Customer
Reunion Event -
preferential
vouchers
o $2.500 Snack and beverage.
o $500 for MC (LONA - Nguyen Ha
Kieu Loan).
o $2000 for performances: Ho Ngoc Ha
(2 songs).
o $100 for Standee.
o $10.000 for 5 families at Vinpearl
Phu Quoc.
o $5.000 voucher for 1000 loyal
custormers
Total: $20.100 for the event
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Social media Instagram Facebook Tiktok Youtube
$15.000
(For 3 months
from
12/07/2022 to
12/010/2022)
$3.000 $6.000 $6.000 $4.000
Advertising Standee Banner Billboard Brochure
$5.000
(For 2 weeks
from
28/06/2022 to
12/07/2022)
$1.000
Vincom
Centre
$1.000
Vincom
Centre
$10.000
Vincom
Centre
$6.000
Vincom
Centre
Total: $57.000
TOTAL: $137.100
