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Báo cáo tiếng Anh FTU Some methods PR Piaggio in Vietnam for several years.doc

Đỗ Tuấn Anh 7C
ACKNOWLEDGEMENT
My report is completed not only thanks to my efforts but also with many
people to whom I would like to express my deep and sincere gratitude
Firstly, I would like to express my warm and sincere thanks to my supervisor ,
Ms Van Anh, teacher of English , Foreign Trade University for her continuous
support of my study and research, her great efforts to explain things clearly and
simply, for her corrections, comments, criticism, suggestions during the process of
report. Her guidance helped me very much in all the time of research and writing of
this report.
Lastly, and most importantly, I would like to thank my parents, my friends for
supporting and encouraging me throughout the process of doing this graduation
report.
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TABLE OF CONTENTS
EXECUTIVE SUMMARY……………………………………………………....1
INTRODUCTION...................................................................................................2
1. Introduction of the research topic………………………………………………..2
2. Rationales………………………………………………………………………..3
3. Research questions………………………………………………………………4
4. Scope of the research……………………………………………………………4

5. Methodology…………………………………………………………………….5
CHAPETR I: THEORETICAL BACKGROUND....................................................6
1.1. Definition of public relation..............................................................................7
1.2. The significance of public relation to Piaggio....................................................7
CHAPTER II: REAL SITUATION OF PR ACTIVITIES OF PIAGGIO ................8
2.1. Specific PR activities of Piaggio in previous years............................................9
2.1.1. Vespa festivals ...............................................................................................10
2.1.2. Sponsoring for fashion shows...........................................................................11
2.1.3. Inauguration of manufacturing factory in 2009................................................12
2.1.4. Other activities..................................................................................................13
2.2. Evaluation of PR activities of Piaggio...............................................................15
CHAPTER III: PERCEPTION IMAGE OF PIAGGIO IN CONSUMERS’ MIND
AND CONSUMER HABIT OF USING MEDIA
3.1. Perception image of piaggio in consumers mind................................................17
3.2. Consumer habit of using media ........................................................................19
CHAPTER IV: PR PROPOSALS FOR PIAGGIO
4.1. General objectives.............................................................................................21
4.2. Proposed PR activities for the Piaggio company ...............................................23
4.3. Proposed PR activities for its products.............................................................25
CONCLUSION
APPENDIX
REFERENCES
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EXECUTIVE SUMMARY
My report aims to suggest some PR proposals for Piaggio in VN to attract
more consumers. Nowadays, PR becomes more and more important for businesses to
confirm the brand’s position in consumers mind as well as to raise the companies’ profit,
sales . However , PR activities play an important role in helping the company reconfirm
its brand position as well as launch its new products like Piaggio VN to consumers. This
report aims to give some PR proposals for piaggio VietNam to attract more cusotmers as
well as raise brand’s position in consumers mind.
The report are devided into four main chapters. The first chapter is about
Public relation . Readers will know more clearly about PR concept and its process.
Moreover , the role of PR to businesses in general and for Piaggio company in
particular will be specificly clarified . The second chapter is about specific Piaggio
PR activities. Also, in this chapter, PR activities of the company are pointed out and
evaluated on the basic theory of the first chapter and the result of survey. So, PR
activities of Piaggio has gained lots of achievements as well as has its own problems.
The awareness of Piaggio brand’s position as well as its new products are not very


high. In other word, PR activities of this company are not successful in raising the
knowledge of brand’s position in consumers’ mind. In third chapter, readers will
know about perception image of piaggio in consumers’ mind and consumers’ habit of
using media. Again, the company don’t really leave impressive image in consumers’
mind. Besides, readers will have more understanding of consumers’ using habit of
media. The second , third chapter will be the basis of suggestions in the last chapter
for PR activities in the company. The suggestions aim to reconfirm its famous brand
and launch its new products to consumers more effectively. These are conveyed on
the most favorite information channels. These are famous magazines like heritage,
gold…or popular websites such as dantri.vn, vnexpress.com, vietnamnet.vn …
(according to the result of survey conducted on sirvina.com).
INTRODUCTION
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1. Introduction of the research topic
Nowadays, PR activities in Viet Nam has a lot of shortcomings. Piaggio VietNam is
not an exceptional one. Entered Viet Nam from the beginning of 20th century,
piaggio is not very successful in ancient motorbike line. Recently , a manufacturing
factory of Piaggio is established in Vinh Phuc in 2009 with investment capital thirty
millions USD. In addition, a factory will be inaugurated in 2012 with investment
capital up to 40 millions USD. Apparently, the company puts their big hope in Viet
Nam motorbike market.
Therefore, PR activities will be very helpful to Piaggio in this time. On the other
hand, they will help to launch its new products to consumers and help to the
company to reconfirm its brand position. Because of these , the report “some PR
proposals for Piaggio in Viet Nam to attract more customers” is complemented .
2. Rationals
The report aims to measure, evaluate the effectiveness of Piaggio PR activities. The
report also give readers the consumers’ understanding, perception about the company
. Then, some PR propsals will be brought out to help the company develop more and
attract more consumers. To do this, it is neccessary to have thorough understanding
about PR activities , the role of PR to the company and perception image of company
in consumers’ mind.
So the report focuses on three main points:
- Theories of PR and the role of PR to the company.
- Analyzing, evaluating PR activities of Piaggio, the company image in
consumers’ mind.
- Providing some PR proposals for the company to attract more customers.
3. Research questions
The report will focus on these following questions:
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a. What is Public Relation and the role of PR to the company?
b. How are PR activities conducted at the company?
c. What are the specific PR proposals for the company?
4. Methodology
In this report, most information was collected and extracted English books,
newspapers, and websites. In addition, a survey of 100 consumers on sirvina
(http://www.sirvina.com/WebSurvey/129488127685300000/63406F.aspx .com ) is
carried out to serve the analysis of the report. The analysis of report will base on
general reports, research results of company. With these materials, the author has
applied a number of research methods including statistical, synthetical, and
analytical and comparative methods to highlight the discussed issues.
5. Scope of the study
PR is a new and broad concept. However , in this report the author will focus on real
situation of Piaggio PR activities, consumers’ awareness of the company and then
give some PR proposals .
CHAPTER I: THEORETICAL BACKGROUND
1.1. Definition of PR
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There are many ways to define PR, but in the scope of this report, the author just
focus on some that is popular and easy to understand. According to Wikipedia,
“Public relations (PR) is a field concerned with maintaining a public image for
businesses, non-profit organizations or high-profile people, such as celebrities and
politicians Public relations is used to build rapport with employees, customers,
investors, general public and provides an organization or individual exposure to their
audiences through using topics of public interest and news items”
The International Public Relations Association defines Public Relations as “Public
Relations is the art and social science of analyzing trends, predicting their
consequences, counseling organization leaders and implementing planned
programmers of action which will serve both the organization’s and the public
interest.” However, some people suppose that PR is the practice of managing
communication between an organization and its publics.
Another definition from the website http://www.prca.org.uk is that “Public relation is
all about reputation. It's the result of what you do, what you say, and what others say
about you. It is used to gain trust and understanding between an organization and its
various publics - whether that's employees, customers, investors, the local community
- or all of those stakeholder groups”.
Another definition from Philip Kotler in the book “principle of marketing” published
in 1996, public relation means “building good relations with the company’s various
publics by obtaining favorable publicity, building up a good “corporate image”, and
handling or heading off unfavorable rumors, stories, and events”.
In short, PR aims to influence public opinion to create a positive image for company,
organization, corporation through all media (press, newspaper, newsletters,
photographs, internet...) This fragment clearly describes the essence of PR, which is
an effort to change, modify, or influence public attitude and thought that will turn into
behaviors and actions
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1.2. PR process
According to John Marston, a PR professor, PR process includes 4 steps called RACE
in the textbook “Nature of Public Relations” published in 1963. This word is the
abbreviation of PR process:
- Research
- Action plan
- Communication tactics
- Evaluation
Research
Communication Tactics
EvaluationAction plan
Dynamic
Model
(Source: online - pr.com)
So what is research? Research is the systematic gathering of information to
understand: client organization, problem/opportunity; issues/environment, key
Publics. Research is carried out by using secondary documents such as: library books
& periodicals, other published research, newspaper, magazines…and primary source
like surveys, interviews, or researches by walking around.
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In the stage of step- action plan and communication tactics, we must develop a
strategy that involves in setting objectives, key publics, and time line, budget for PR
activities.
Finally, it is the evaluation stage. In this stage, research methods will be used to
consider whether PR activities get success or not. The success of program will be
measured by the numbers of exposure in media, the increase in consumers’ awareness
before and after the program. Surveys are necessary for the company to measure the
effectiveness of its PR activities.
In conclusion, Public relation is a two way process. On the one hand, it seeks to
interpret an organization to society while on the other it keeps the organization
informed about the expectation of the society. Fundamentally public relation is a
means by which an organization improves its operating environment.
1.3. Measures to evaluate the effectiveness of PR activities
Evaluation is a measurement activity in order to systematically compare the
effectiveness of PR programs before & after implementing the program. To evaluate
whether a PR campaign is effective or not, there should specific evaluating criteria.
Series of evaluating criteria are divided into two types.

The first is the quantitative evaluating criterion which includes number of people
attending the event, number of people who know the event and number of news,
articles posted on the means of mass communication, the level of conveying the
message to consumers, as well as coverage of the message.
The second is qualitative criterion like the public's attitude, whether PR programs
leave unforgettable impression in consumers’ mind or not and how the program
affects consumers.
In a Pr program, evaluation of the effectiveness of a PR program means evaluating
the impact of perception, attitude or behavior of consumers.
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Measuring the public perception means investigating the public's attention to the
message, understanding the messages, their memory of messages ...
Measuring the public attitude means finding out public opinions before, during and
after the a PR campaign or program or specific event.
Measuring public behavior is to know whether these programs influence consumers’
behavior or not. If yes, this will lead to the increase in the company’s profit
(vietnambranding.com).
In this report , a survey of 100 consumers questioned is to consider whether
specific Piaggio PR activities are effective or not.
1.4. The significance of public relations to Piaggio Company.
Public relation plays a key role in helping business create strong relationships with
customers.
Public relations involve supervising and assessing public attitudes, and maintaining
mutual relations and understanding between an organization and its public. The
function of public relations is to improve channels of communication and to institute
new ways of setting up a two-way flow of information and understanding.
Public relations are effective in helping:
* Corporations convey information about their products or services to potential
customers
* corporations craft their public image as well as confirm their brand’s position by
raising funds, holding events or charity programs for poor people…
For Piaggio, PR activities help the company build consumers’ belief and confirm an
initial brand of vehicles in consumer’s mind when there are lots of strong
competitors in Vietnam motorbike market like Honda, Yamaha, and SYM...
Moreover, that effective PR activities bring corporate image to every people will
appeal to talented staff to the company. Because everyone would like to work in large
organizations with professional working environment and he/she has lots of
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opportunities to get promotion. Besides, PR activities consists of community
programs like charity, support program for the poor, the handicapped, the blind…will
gain not only the truth but also good feeling from customers. For example, typical PR
activities like “Tiep Suc Mua Thi” of Thien Long corporation, “ Uom Mam Tai
Nang” of Vinamilk Co, “ Ao Trang Ngoi Sang Tuong Lai” of Omo company. It is
clear that apart from real value taken to society , these PR programs play an important
role in “ finding a stable position in customers’ mind”. Meanwhile, Piaggio company
hardly set up many these like community programs. Finally, Piaggio established a
new manufacturing factory in Vinh Phuc, Viet Nam in 2009. This is a really starting
point of Piaggio Vietnam. This is important time to broadcast corporate image and its
products to consumers. PR activities are the best solutions because they produce
positive effects, convey the message “ Italian legend in Vietnam” of Piaggio VN. In
addition, PR activities also help consumers clearly know about its new products.
In conclusion, effective PR activities gain the confidence and good feeling from
consumers about corporate image that advertising is difficult to bring to the company.
Because for PR activities, other people talks about the company while for advertising,
the company itself talks about it. Moreover, nowadays there are so lots of advertising
programs that make consumers get headache. Therefore, the image, the message
percept by consumers will be more objective and reliable than interior information. In
fact, PR is the most effective way but the lowest cost to build good relationship with
customers.
CHAPTER II: REAL SITUATION OF PR ACTIVITIES OF PIAGGIO
2.1. Specific Piaggio’s PR activities
2.1.1. Vespa festivals every year
Certainly, Vespa lovers have to hear of Vespa festivals taken place from 2005 to
now. In 2005, the festival was taken place in Da Nang, Hue. In 2007 , the festival
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was held in flower city – Da Lat. Mr. Nguyen Vu Hoang - Director of Tourism
Cultural Festival Center in Lam Dong said: "The Center organized this festival to
create events for the cultural development of local tourism and meet
the needs of vespaers around the country” (camnangdulich.com).
The festival lasts 4 days from 29/4 to 1/5. There are about 300 different kinds of
ancient Vespa from all over the country. In this festival, vespaers ride decorated
vespas around Xuan Huong lake with the attention of a great number of viewers, and
have photographs . Besides, “ vespa queen”, “ vespa charm” prizes are also given to
the most beautiful lady and vespas. In 2008, Dong Nai is the destination selected of
vespaers around the country. In 2010, Ha Noi is selected to hold the meeting of vespa
family. This festival last 2 days with the title “ Three areas’ meeting – Vespa friends”
in Thien Duong Bao Son park. Again , the festival is the time for Vespaers to meet,
exchange with one other. The festival attracted nearly about 1000 Vespaers from all
three regions: northern, central & southern region. The program is sponsored by
forum vespafriends.com and Ha Noi vespa group. Apart from the aim to create
playing yard for vespaers, the program also directs toward “ Great Celebration of
1000 Years of Thang Long, Ha Noi”.
2.1.2. Sponsorship for fashion shows in recent years
Besides organizing Vespa festivals, Piaggio focuses on mainly sponsoring for fashion
shows in recent years. The program aims to introduce its products to viewers by the
appearance of Piaggio’s vehicles with famous models such as Ngo Thanh Van, Ha
Anh , Phi Thanh van… These events catch the attention from a large numbers of
viewers. In addition, in 2010, Piaggio Viet Nam sponsor the award “ The Beautiful
Women Who Audience Select” . The prize is a Vespa lx pink with limited number.
This prize belongs to the official prize system of Miss Viet Nam 2010 according to
audience‘s selection through mobiphone. this sponsoring program aims to convey the
message “ Piaggio always go with the beauty”. These like programs also help to
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contribute the increase in knowledge about Piaggio brand as well as confirm its
position.
2.1.3. Inauguration of a manufacturing factory in 2009
In 2009, Piaggio organized successfully the event “Inauguration of the first factory in
Viet Nam” with investment capital up to 30 million USD. In 4 /2011, Piaggio held
Ground-breaking ceremony of the second factory in Vinh Phuc with the cost of 40
millions USD. It is scheduled to start in 2012. Its capacity of production is 300.000
motorcycles per year instead of 100.000 ones in 2009. So, Piaggio really puts their
big hope in Vietnam market.
2.1.4. Other activities
Every year, there are some videos, clips about Piaggio and its products on YouTube
channel. These clips like “ Vespa – green action because of environment”, or “ Vespa
friendly to environment”. Moreover, the company indirectly creates topics on forums
like ttvnol.vn, vespafriends.com, vespafamily.com, webtretho.vn, diendanvespa.com
to help customers with technical information, other support service. These forums are
the places for every member get experiences, share information mutually about how
to use vehicles as well as vehicles related matters. These forums are also the places
for them to exchange, hold the meeting among the users of Piaggio motorbike firm.
2.2. Evaluation about the effectiveness of Piaggio’s PR activities
To measure how PR activities affect consumers, a survey of 100 people ( people
with different age and career ) was conducted on website sirvina.com. firstly , Vespa
festivals with long travels attract a large number of users of this motorbike line as
well as gain admiration from others. Mr.Hung - a tourist from Da Nang province said
that: " This is a wonderful surprise for our family when we travel to Da Lat. Vespas
become more and more beautiful when they are decorated with various flowers in Da
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Lat. This is really our unforgettable experiences ". Ian Kitching , an English teacher
in HCM yells “ great” when being questioned about his feeling with this festival
(vietbao.vn) . However, the festivals are not organized simultaneously everywhere so
they don’t create widespread effect . In fact, the festivals are just taken place in some
cities like Ha Noi, HCM, Da Nang, Da Lat, Hue. From the result of survey, only
about 30% said that they know about these festivals.
Next, the programs go with beauty, fashion like fashion shows that actually convey
its message about Piaggio motorcycle. The Piaggio‘s vehicles always shine by
famous models in this festival night. Meanwhile, they put some flesh to the attraction
of fashionable designs. The appearance of Piaggio’s motorbike in this show actually
make viewers thirst for owning a motorbike like this because of its beauty, fashion
and luxury. Yet, due to the nature of the show, the guests are the people who are
famous, or have status in society. This makes people, especially for many consumers
who have average income in Viet Nam feel difficult to access to its products. In
another word, consumers feel that these motorbikes are dedicated to rich people.
According to the result of survey, 70 % interviewees agree that only rich people can
use these motorbike lines. It is not good for Piaggio Viet Nam when this company is
in the stage of launch Piaggio Viet Nam motorbike with cheaper price.
Thirdly, forums play an important role in advertising, introducing its products as well
as supply information of product, product related matters. Furthermore, forums are
the place for motorbike users to share, exchange information and hold the meeting.
Among forums, ttvnol.vn is considered one of the strongest forums. But some people
complain that they don’t often get answer from the admin of products related topics.
If yes, it will take them few days to get answers. This makes them lose confidence in
these forums. Next, YouTube is the most initial social network nowadays. Thus, a
great number of businesses take advantage of this network to broadcast its brand and
products. Piaggio is not an exceptional one. The company related videos, clips like
Vespa adventures, Vespa –friendly to environment, Vespa- green action of
environment… are broadcasted on you tube . But these videos are not carefully
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