Assignment Marketing Plan
Added on 2020-11-09
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Assignment MarketingTable of Contents Part A: Compare how Vietnam Airlines and VietjJet Air use the various elements of the 7Psmarketing mix....................................................................................................................4SERVICES or PRODUCTION:.............................................................................................4PRICE:.............................................................................................................................5PROMOTIONS/COMMUNICATION:.................................................................................5DISTRIBUTION or PLACE:.................................................................................................6PHYSICAL EVIDENCES:.....................................................................................................8PROCESS:........................................................................................................................8PEOPLE:..........................................................................................................................8Part B: Produce a marketing plan to meet marketing goals and objectives. The marketing plan should include all elements of 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives.....................9EXECUTIVE SUMMARY:...................................................................................................9SITUATION ANALYSIS:...................................................................................................101.Marketing Analysis...........................................................................................................10MARKETING OBJECTIVE:...............................................................................................201
MARKETING STRATEGY:................................................................................................201.Marketing Segmentation and targeting........................................................................202.Marketing Proportioning and Differentiation..............................................................21MARKETING MIX:..........................................................................................................221.Product...............................................................................................................................222.Price....................................................................................................................................223.Place...................................................................................................................................234.Promotion..........................................................................................................................24BUDGETING:.................................................................................................................241.Flight Operating Budget..................................................................................................242.Marketing Budget.............................................................................................................263.Training Budget.................................................................................................................274.In-flight and airport services...........................................................................................28IMPLEMENTATION AND CONTROL:...............................................................................29Reference.........................................................................................................................30Part A: Compare how Vietnam Airlines and VietjJet Air use the various elements of the 7Psmarketing mix.Marketing mix is the process of designing and integrating different marketing elements to ensure the achievement of business goals (Chand, n.d.). According to Friesner (2013), the marketing mix is also called 4Ps (prices, place, products and promotions) and 7Ps (process, people and physical evidence). This part will be comparing the marketing mix between two Vietnamese airlines, namely Vietnam Airlines and VietJet Air.SERVICES or PRODUCTION: Understanding the important role of products in the field of air transport business, especially in the context of global competition, Vietnam Airlines and VietJet Air have constantly improved the quality of their services. Both airlines offer services such as seat 2
selection, in-flight meal, disability assistance, and many other services. The staff of both Vietnam Airlines and VietJet AIr are well-trained and professional (Travelus.vn, n.d.).However, VJA is a low cost airline so they will focus on souvenir items such as cool flying models, handbags, toys, etc., as a way to increase revenue as well as show that VJA is responsible to customers. VietJet Air is a low-cost carrier, therefore food and beverage catering (canned snacks) on planes such as noodles, pho, porridge for VND 30,000 / bowl. VJA’s late flight situation is also quite good when the rate of on-time flights reaches 67% (VEMÁY BAY TRUNG THIÊN, n.d.).About Vietnam Airline, they do not provide any physical products that link customers to them. In addition to providing fights for passengers, they also have service called “Freight Vietnam Airlines Cargo”, which provides freight services. For example, if someone wants to buy something from another, Vietnam Airlines can also act as a carrier, transporting goods to that customers. Food served on Vietnam Airlines are more diversified with full sandwiches (such as tuna, mixed, sausage rolls for VND 35,000 / piece) and canned foods. The rate of on-time flights of VNA is larger than that of VJA, with 90%.PRICE:For prices, VNA charges customer higher than VJA. For example, VNA’s fare from Hanoi to Ho Chi Minh City is VND 3,320,000 while VJA’s fare is VND 2,726,000 (Google.com, n.d.). This reflects that Vietnam Airlines is a more advanced airline than VietJet Air, targeting a higher income group while VietJet targets a lower income, most Vietnamese. In addition to VietJet Air’s low price, Vietjet also offers promotional prices, in which tickets are cheaper in a short period of time. Vietjet Air’s price strategy, has achieved business goals.3
Although Vietnam Airline has such a high price, it focuses on secondary products (including all services provided before the fight, on the plane, after landing), collecting feedback from customers to make the perfect product they provide. PROMOTIONS/COMMUNICATION:Both Vietnam Airlines and VietJet Air use some common promotion methods such as advertising on TV, Internet, fairs, etc. Along with that are promotions for customers for customers on special occasions such as Tet holiday, combined with direct marketing to promote brands, products and services to customers. However, the first difference between VNA and VJA is PR. As an official carrier, Vietnam Airlines sponsors national, cultural, social, educational, sports events and community supports. With national events, VNA participates in sponsoring most major national events such as the APEC Summit, Women’s Summit, etc., support the overseas Vietnamese community. In addition, VNA also strengthened coordination in promoting tourism in collaboration with the Vietnam National Administration of Tourism to build a TV show “Hidden Beauty”, “SVietnam” to introduce cultural features and highlights, Vietnamese society, country and people (Xemtailieu.com, 2015).4
About VietJet Air, it has many impressive PR skills. In 2013, VJA invited Ngoc Trinh with a hotmodel group and bikini to pose on the plane, making it famous. With the new 2018 calendar, VietJet Air still pursues the images of bikini models. Latest, VJA shocked the community in bringing models to Vietnam flight. (Wattpad.com, n.d.).DISTRIBUTION or PLACE:Currently, Vietnam Airline and VietJet Air are applying the distribution method through: the traditional channel is the box office of the company and its agents, new online channels. However, Vietnam Airline expanded its network more than VietJet Air. Vietnam Airline can take its passengers around the world like America, Asia, Europe, Africa, etc. In addition, the wide network of accessible locations worldwide provided by Vietnam Airline has fulfilled their business goals, to make VNA more accessible to people and bring them to more places.5
However, because VietJet Air is still a young infant company of an airline company and because of its low cost core, VJA is only open to Asian and domestic (Vietjetair.com, 2018). Therefore, the only option to fly to places other than Asia is through Vietnam Airline PHYSICAL EVIDENCES:When flying Vietnam Airlines or VietJet Air, their customers are presented with something that can represent the physical evidence of the service, for example, spacious seating with comfortable foot room, flight magazine, flight scent, in flight blankets and meals are provided. Furthermore, both airlines have luxurious lounges for VIP passengers, which offer a variety of different foods and drinks, free WIFI, a wide variety of newspaper and magazines, beautifully decorated TVs and a wide screen.PROCESS:Vietnam Airlines and VietJet Air bring value to their customers through many different ways,called process in 7Ps. Both airlines have common processes such as booking process, check-6
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