MARKETING

PROPOSAL
Proposed by Tiptoe
 CONTEXT RECAP BRAND TARGET AUDIENCE INSIGHT BIG IDEA IMC PLAN

The electric vehicle market in Vietnam is tend to become a trend and explode in 2024 with E2W sales
have increased significantly in recent years ... Source: ICCT, Nissan, NDC-TIA

CATEGORY DRIVER CATEGORY BARRIER

Better Safety standards

From 2019: 61%

Design and feature 14.4%

163,428 Ability to charge at work

56% Safety issues when 48.8%
using
Charging point at home
To 2020:
55% Can’t go far 60.8%

237,000 Option to charge fast

48% High price of vehicle 66.0%

Safety and charging convenience run high on ... so do price, range, and safety issues when they consider to buy
customers’ minds... an EV

While compared to gasoline-powered motorbikes, EVs are getting more favorable as being more cost-effective

Energy Cost Maintenance Cost Source: Bao Tien Phong

The energy cost of EVs (including battery rental and charging fees) The maintenance cost of EVs is only 50% of that of gasoline vehicles
is much cheaper than gasoline vehicles. because EVs have fewer moving parts.
 CONTEXT RECAP BRAND TARGET AUDIENCE INSIGHT BIG IDEA IMC PLAN
... and has been dominated by local brands such as Vinfast, Pega, Selex - MET.EV's direct
competitors in the price segment. This category witnessed a battle of functional values and
marketing strategies
Regarding Function, MET.EV should
Strength:
Marketing strategy: Distance Range
stand out with:
Promoting outstanding distance Charging Infrastructure network (1) Battery Swapping Station
range and water-proof Water-proof function functionality, which significantly
function: "Nối dài tự do - Mở LFP batteries reduces waiting time for battery
rộng trải nghiệm” Weakness:
Young and bright tone for Gen Z recharge
High price
(2) Safety with its 24/7 rescue team
and LFP batteries (explosion-proof)
Strength: (3) Potential AI personalize experience
Marketing strategy:
Battery Swapping Station
Collaborate with delivery
Load Capacity (around 1.8 times
brands to conduct drive tests. Regarding Marketing, MET.EV should
higher than MET.EV - KAGO)
Join a partner of UNDP in Hue take the chance to optimize
Weakness:
in promoting sustainability in customer engagement on social
Insufficient number of Battery
Vietnam. media and develop its own unique
Swapping Stations
key message that is both related to
Strength: MET's outstanding functional values
Marketing strategy: Trendy design and Gen Z's pain points
Shocking campaigns, where it Light weight
claims to be “Sát thủ xe ga” - Longer range than industry average
the assassin of gas vehicles (but shorter than MET's MB1 Bike) ROOM TO GAIN Brand trust
Result: Brand received much Weakness: by highlighting MET.EV's outstanding services
criticism Negative-tone marketing strategy
and optimizing Gen-Z marketing strategies
 CONTEXT RECAP BRAND TARGET AUDIENCE INSIGHT BIG IDEA IMC PLAN

S
MET.EV, as a new player in this field, has a lot of potentiality of growing giant

Dedicated Safety Measures: 24/7 rescue team, LFP technology

Rapid Battery Swapping
Powerful 3000W Motor
Strategic Location: Situated near university campuses, MET offer
convenient access to our target demographic, enhancing
accessibility and user convenience W
Limited Range, limited travel distances
Charging and Battery Swapping Infrastructure requiring strategic
investment and expansion efforts
Durability Concerns: May be affected by related to shock absorption
and water resistance

O T
Increased environmental awareness of consumers
Potential market with Promotional Incentives in 2024
AI Integration on App
Targeted Marketing Approach: Focusing on Battery Swap services,
Proximity to universities, and their commitment to Safety resonates Market Competition with established players and new entrants
with environmentally conscious consumers and advocates for continuously introducing innovative solutions
sustainable living. Public suspicion of EVs’ function and convenience, compared to
Welcome new waves of customers due to economical cost, gasoline vehicle
compared to gasoline vehicles: 75% traffic participants survey are The lack of necessity for large state investment to develop EV
willing to switch to alternative modes of transportation, such as infrastructure
electric motorcycles, technology vehicles, or even bicycles if the
gasoline prices increased by 18,000 VND
Source: Hoa Sen University Journal of Science
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BRAND CHALLENGE SOURCE OF GROWTH

High
THE MOVE-MAKER
As the pioneer, MET.EV has little relevant reference Currently pursuing a bachelor's or
of using AI in EV, brand also are under pressure of Currently pursuing a bachelor's or master's degree
master's degree High demand for daily commuting
finding a effective approach to launch their first Have a high self-awareness and Seek new efficient ways to travel
products and connect with young generation - a process-oriented mindset around the area
High demand for daily Wholeheartedly embraces
the segment believed to head to sustainable commuting sustainability as a lifestyle
future, aka brand purpose Eco-friendliness is not one of the Eco-friendliness is one of the top
top criteria for their purchase criteria for their purchase decision,
decision, they prefer trendy, they are willing to pay more if that
personalized items item related to sustainability
Education
Low High
Not pursue a bachelor's degree
High demand for daily
Not pursue a bachelor's degree commuting
Already possess a personal Seek new efficient ways to travel
vehicle around the area
There is no/little bond between Eco-friendliness is one of the top
them and an eco-friendly criteria for their purchase
lifestyle decision, they are willing to pay
more if that item related to

Eco-conscious
sustainability

Low
 CONTEXT RECAP BRAND TARGET AUDIENCE INSIGHT BIG IDEA IMC PLAN

Therefore we are aiming to:

Why Gen Z are potential: Source: Pew Research Centre, TechHq
THE 69% of Gen Z felt anxious about the future the most recent time they saw content about addressing climate change

MOVE-MAKER 57% Gen Z technology users surveyed said they would happily adopt technology where there was a clear benefit
and/or very few security downsides

PRIMARY TARGET AUDIENCE

PSYCHOLOGY PURCHASE BEHAVIOR MEDIA BEHAVIOR
Be mindful of their choice in Socially conscious -
Be high achievers
DEMOGRAPHICS Monitor self-growth progress
consumption, making Consume content around
sustainability a cornerstone of social issues constantly,
18-21 years old consciously and reflect on
their lifestyle leading them to be more
University students experience
Be mostly well-educated active in seeking change
Densely-populated cities Build up an advanced self-learn
about brands and the realities Actively seek change and
(3 key cities) system quickly
behind them so prefer use social media and online
Be pro-environmental - Well aware
“authentic” brand platforms to drive their eco-
of the consequences of human
Prefer to buy their vehicles in conscious agenda
actions on climate change
person rather than online Juggle multiple tasks and
Wholeheartedly embraces
Hate being rushed when devices at once
sustainability as a lifestyle; not
buying a vehicle
follow as a passing trend
Have high daily demand of travelling
from different spots in the area
PAIN POINTS
See no difference between electric Cost-consciousness
and gasoline vehicle when it comes Fear of powerlessness on climate change and global issues
to short commuting Stereotype of EVs’ battery, range and life span
Enjoy light weight of EVs

“We’re not the pioneers, but we will be the one who make the most significant difference
by every step we have gone and milestone we have riden”
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TRUTH TENSION MOTIVATION

As a passionate person who cares deeply I acknowledge that even minor I want to seek effective solutions to
about various aspects of life, including disruptions, such as questioning whether limit these disruptions, answer that
sustainability, I consistently strive to what I am doing is enough to bring about kind of questions and continue my
accomplish more and create greater value change, often cross my mind and distract progress sustainably
me from staying on track.

As a passionate person who cares about various aspects of life,

including sustainability, I consistently strive to accomplish more and

INSIGHT create greater value. However, along the journey, I encounter numerous
disruptions that divert my focus from the path toward sustainability.
Still, I’m determined to find ways to limit such disruptions and keep
progressing toward a more sustainable lifestyle.

BRAND ROLE BRAND APPROACH

We offer hundreds of battery swaps and a 24/7 MET.EV comprehends user’s feeling of powerlessness which
rescue team to quickly detach disruptions plus is similar to their feeling at the moment of stopping in the
MET Super App constantly provides data of every middle of nowhere because of “battery off”. Therefore,
inch of your journey, assist you to track your MET.EV services are exactly the solution to quickly solve EV's
sustainability progress typically perceived disruptions on users' journey. From
journey on the road to journey in life, MET.EV can be users'
assistants in staying focused on their progress toward
sustainability
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BUSINESS OBJECTIVE:
Big idea:
Getting 6000 customers to buy EVs
for the first time in the next 6 months

CÙNG TEAM MET HẾT BẬN TÂM MARKETING OBJECTIVES:

Raise brand awareness and MET’s
mate care-free from unexpected events on road social values in the young
generation in Vietnam, especially
Meaning: We believe that MET will become your reliable teammate on your way, who
460 universities and colleges
erase all your worry about trivial disruptions to keep you focus on your progress
Reach more than 3.000.000
target audience from online to
offline
Obtain more than 1.500.000
Key message: contacts of interested audience
13.000 test drives appointments.

NO PAUSE ON TRACK COMMUNICATION

Meaning: Your journey of development should be in its entirety without OBJECTIVE:
interruptions on the way
Build a close relationship with
target audience through multiple
online touchpoints
 CONTEXT RECAP BRAND TARGET AUDIENCE INSIGHT BIG IDEA IMC PLAN

STRATEGIC APPROACH
GET TO BY
The highly educated and MET.EV is a highly potential Showcasing MET's outstanding functional
environmentally-conscious THINK: Vietnamese EV brand with a unqiue values and key message with special
gen Z, aged from 18 to 21, key message and a creative focus Launching ceremony and Digital Clip
studying in big cities on environment
Raise mindfulness of unique carbon-
FEEL: Interested in and develop a brand tracking features for MET's SuperApp
love for MET.EV
Organizing creative drive-test activities,
DO: Consider and buy MET.EV's products including EV races and special drive-test
and services booths at walking streets and universities

In details:
ONLINE CHANNELS: Owned channels; Distributers’ channels; KOCs’ channels; PR articles; Forum discussions
Increase App Engagement
Social Media Visibility: Generate buzz and awareness for MET.EV
Leverage user-generated content to showcase real-life experiences with MET.EV
OFFLINE CHANNELS: EV Race; Drive-test booth
Encourage community engagement on eco-friendly activities
Make room for passive MET.EV drive tests
Actively raise awareness of MET.EV ecosystem
 CONTEXT RECAP BRAND TARGET AUDIENCE INSIGHT BIG IDEA IMC PLAN

Customer
Awareness Consideration Decision Post-purchase
Journey
Research the brand,
Search information compare it with
Actions Use the product and
on social media. competitors, look for Make a purchase
enjoy the service
Hear from friends reviews, and trial.

Showrooms,
Brand's social
Brand's social
Social media, WOM, media, Google App, roadside
Touchpoints media,
KOC, Google search search, WOM, assistants
e-commerce
landing page, trial
platforms

Interested, curious

Excited
Experience
Enjoying
"Just reading"
 CONTEXT RECAP BRAND TARGET AUDIENCE INSIGHT BIG IDEA IMC PLAN

Before the IMC plan, let's we introduce the new MET SUPER APP
MET Super App is an .... with its outstanding features based on user behaviors, MET Super App promises to
all-in-one app that not only become new trend in the green lifestyle community
supports MET customers
24/7, but also promotes
Your everyday Guarantee your Show your effort on #YourMilesMatter
environmental
app vehicle safety and reducing carbon Connect you with
sustainability, and fosters
keep track with footprint tracked your people online!
community engagement by
your progress while using MET.EV
leveraging AI.
In our first campaign, MET
Super App plays a crucial
role. With its bonus points of
easy and quick sign-in
steps, user-friendly design,
and ambitious
sustainability goals, it is
expected to engage a large
number of users

1 Sign in via social media

channels

2 Set password

Done!
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DEPLOYMENT PLAN
LAUNCH ENGAGE & AMPLIFY
TWO PHASE
6m/ 2024 June June July August September October November
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Introduce MET's
products and Increase drive tests and the trial use of SuperApp's unique carbon-tracking function, thus foster brand interest in MET.EV
ecosystem to the both functionally and emotionally
Objectives market,
highlighting
outstanding Public-focused Student-focused
functional values

Key message NO PAUSE ON TRACK NO PAUSE ON SUSTAINABILITY TRACK

Digital clip: Have you
Online Keyhook MET your goals?
MET Super App challenge

Product launching Drive-test booths on

Offline “Thay pin nhanh
EV Race: "Focus on track
with MET.EV" Walking streets with a Activation Booths at universities with the
Keyhook hơn ăn bánh” public digital carbon-
tracking screen
7-day sustainability streak challenge

Digital Ads KOC check-ins/reviews

Forum discussions and SEO Social posts on universities' channels

Supporting
tactics Social posts on owned channels and seeding

PR articles

Awareness: Awareness: 500.000 Awareness: 500.000 Awareness: 500.000

1.500.000 Contacts: 340.000 Contacts: 330.000 Contacts: 330.000
KPIs Contacts: Drive test appointments: Drive test Drive test appointments: 2000
500.000 5000 appointments: 6000 Sales: 400
Sales: 100 Sales: 2500 Sales: 3000
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KEYHOOK PHASE 1: 1. LAUNCHING CEREMONY Supporting tactics: Digital Ads, forum discussions, Social posts on
owned channels and seeding, PR articles, SEO

Activity:
The organizers will serve participants cake or a slight snack while Mood and tone: Exciting, 2. DIGITAL CLIP
powerful, enthusiastic
they swap the battery for MET.EV vehicles
The time for swapping the battery is much faster than Objective:
participants' eating cake showing that MET.EV's swapping battery Introduce viewers to
is “nhanh hơn ăn bánh” (faster than eating a cake) MET.EV, highlighting
its innovation in
Objective: Emphasize the two-minute speed of swapping battery everyday
transportation
Time & Place: Launching ceremony takes place in 3 weeks Aim to create
curiosity, enticing
The first week in Hanoi
viewers to explore its
The second week in Da Nang features further
The third week in Ho Chi Minh City

THAY PIN
Characters:
An: A determined college student, navigating her electric bike, The KAGO
Bình: A spirited competitor, steering his sporty E-Motorcycle, The M2.
Cường: A resilient high schooler, pedaling his trusty bike, The MB1.
Scene 1: In the heart of the racing world, three companions embark on a
nhanh hơn ăn bánh! thrilling race.
Scene 2: Each faces different challenges:
An's electric ride sputters as the charge runs low, but a quick battery
swap keeps her in the race.
Bình faces a flat tire, but the 24/7 rescue team gets him back on course.
Cường relies on his SuperApp for strategic navigation through every twist
and turn.
Scene 3: Crossing the finish line, all three return to reality

In the end, the race was more than just a competition; It was a journey
reflecting the challenges and triumphs of everyday life. With MET, any
finish line is reachable.
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Mission: Increase drive tests and the trial use of SuperApp's unique carbon-
KEYHOOK PHASE 2: 1. EV RACE tracking function, thus foster brand interest in MET.EV both functionally and
emotionally in the community

Set up the race using M1 - electric bike of MET in Hanoi, Danang, and KOC check-ins/reviews, Forum discussions, Social
HCMC' streets. Divide the race into 2 road phases: Supporting tactics: posts on owned channels and seeding, PR articles

01
Disruptive phase: A
rough street with a lot
of set-up disruptions
on the way such as
construction alerts, or
2. MET Super App
CARBON FOOTPRINT
people in disruptive-
looking costumes
REDUCED Challenge
3,400 gram

02
Introduction: For MET owners and participants
Nondisruptive phase: A smooth road and will be set up with of the EV Race, users can record their travel
"smooth signals" data with Super App and share it on social
E.g: all "Green" traffic lights media using the hashtag #YourMilesMatter.
It's a way to celebrate and highlight the
Objective: Emphasizing the message "with MET as your importance of each mile traveled, promoting
accompany, your journey will be smooth without disruptions" Distance Duration Speed sustainable transportation and community
engagement.
17km 1:03:45 53km/h
Before entering this phase, When participants reach the Finish line
there will be a Welcome gate with the phrase "You have MET the finish
with the phrase “Cùng team line!", there will also be a digital counting
MET, hết bận tâm!” on it board to count how much CO2 has been WILL YOU JOIN?
reduced
1 Sign in with 2 simple steps
CÙNG TEAM MET
HẾT BẬN TÂM
Keep your phone carefully
2 in your pocket

Check your progress and

3 share to your friends

Inspired by BMW Marathon

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2. In Universities
KEYHOOK PHASE 2: DRIVE TEST BOOTH SAMPLING
Place: 24 key universities across Vietnam

Participant requirements: Install and log in MET's Super App before drive-tests Duration: September till November, 2024

1. On walking streets Uni 7-day streak challenge "No pause on sustainability track":
While enjoying drive-tests with MET.EV at universities, students are
Place:
Hoan Kiem Walking Street, Hanoi encouraged to participate in a challenge to post their sustainability-
Bach Dang Walking Street, Danang related images on MET.EV's Super App every day. If participants can
Nguyen Hue Walking Street, Ho Chi Minh City maintain the streak for 7 days, they will receive a discount to buy
MET.EV's products.
Duration: August, 2024
The first-day image should be the image participants take after
Highlighting the public carbon-tracking screen while participants having drive-test with having a test drive with MET.EV at their university
MET.EV at the booths:

A writable board for A digital counting

participants to sign screen, which counts
their names on after the amount of CO2 that
contributing to the participants have
Carbon Footprint reduced after having a
reduction KPI drive-test at the booth,
tracked by Super App.
The CO2 reduction KPI
for the activity will also
be stated below

Mission: Increase drive tests and the trial use of SuperApp's unique carbon- KOC check-ins/reviews, Community discussions, Social
tracking function, raise awareness and engagement in uni student and larger Supporting tactics: posts on owned channels and seeding, PR articles, SEO
segment
Thank you for reading!