STRATEGIC COMMUNICATION PLAN 2018-2020

Introduction

Within a few years, there is a significant increase in the number of affordable airways in Vietnam’s airline industry. This acts as a barrier for Vietnam Airlines since a large number of existing customers is changing their preference into the alternatives. In order to face with this problem, Vietnam Airlines considers a strategy which is reducing ticket price to regain market share.

Client

Vietnam Airlines

Duration

2018-2020

Objectives & Strategies

Communication Objectives:

  • Becoming a 5* international airline but still keep a friendly and dynamic vibe.
  • Brand strength indicator in Vietnam market
  • Brand strength indicator in international market (Japan, Korea, France, Germany and Australia)

Communication Strategies:

  • Brand differentiation strategy
  • Affirming the brand position compared with other competitors
  • Sustaining a development and social responsibility

Deliverables

A 3 year strategic plan