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).

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

REFERENCE