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Live Green

CommunicationProgram

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L E C T U R E R

M S . B U I T H I H A N H T H A O

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TABLE OF CONTENTS

<small>Introduction1.1 Company1.2 Objectives1.3 Products</small>

1

<small>Analysis of Promotional Program Situation2.1.1 Internal Analysis</small>

<small>2.2.1 Consumer behavior analysis</small>

<small>2.2.2 Market segmentation and target marketingMarket positioning.</small>

<small>Analysis of Promotional Program Situation3.1 Analyze receiver’s response processes</small>

<small>3.3 Analyze source, message, channel factors.3.2 Establish communication goals and objectives</small>

3

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<small>4.3 Digital/Internet marketing4.4 Public Relations/Public City4.5 Sale Promotion</small>

<small>Budget Determination</small>

<small>5.1 Set tentative marketing communicationsbudget</small>

<small>5.2.Allocate tentative budget </small>

<small>Evaluate promotional programresults/effectiveness</small>

6

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Introduction 1.1.Company

In 2003, a group of

investors, with enthusiasmand successful experience inmany business fields,

decided to establish VietHung Urban Developmentand Investment Joint StockCompany (Vihajico). Thebirth of the company isassociated with the missionof building the first functionalecological urban area inVietnam following the trendof modern urban

development of countriesaround the world: Ecoparkurban area (ecopark.vn,2021)

After more than 15 years ofdevelopment, Ecopark hasbecome a model functionalcity, a pioneer in setting thetrend of Green Real Estatewith reasonable prices,internationally honored withmany prestigious awards. Thecompany's managementdecided to change its name toEcopark Group Joint StockCompany, aiming forsustainable development,multi-sectoral investment infields such as education,health, clean agriculture, hightechnology , tourism,

entertainment…; (ecopark.vn,2021)

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1.2. Product

Ecopark is the largest planned urban area in the North with atotal area of up to 500ha. In which, excluding the naturalwater surface area, the area of green trees and lakes has

reached 110 hectares, ensuring a green and fresh life inurban areas (ecopark.city, 2021)

Location: Ecopark is planned to the southeast of Hanoi city,located in Van Giang district, Hung Yen province, adjacent to

Bat Trang pottery village, 12.8 km from the center of Hanoicapital

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<small>Total project area:499.07ha. In which, thespatial planning of theproject's landscapearchitecture includes(ecopark.city, 2021):Residential land: 168.95ha(33.85%)</small>

<small>Commercial, tourist andservice land: 111.18ha(22.28%)</small>

<small>Urban traffic land: 85.48ha(17.13%)</small>

<small>Land for greenery and watersurface: 109.09ha (21.86%)Land for public works:24.37ha (4.88%)</small>

<small>Commencement: 2009 isdivided into 9 phases in 20years. Expected completionin 2029 20</small>

<small>Investor: Viet Hung UrbanDevelopment and</small>

<small>Investment Joint StockCompany (Vihajico)</small>

Successful transaction of 50%of the apartments. Boost salesright in the first sale.

Positioning the image of end products that Ecopark firstlaunched.

high-Elevate high-end products inthe chain of top-notch realestate of Ecopark.

Ecopark Group strives tobecome a leading enterprise inVietnam and the region in thefield of real estate investmentand smart eco-urban

development following the trendof Green Real Estate.

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2.Analysis of PromotionalProgram Situation

2.1.1 Ecopark board of directors:

Operations DirectorLuong Xuan HaCreative DirectorTrần Quốc ViệtInvestor

Công ty Cổ phần Tập đoàn Ecopark.(ecopark.vn,2021)

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<small> On May 5, at Ecopark urban area, the Vietnam Record Organization set the record of"Vietnam's largest outdoor music event stage" for the NEX by VinaPhone MusicFestival organized by Vietnam Translation Corporation. Telecommunications ServiceVNPT VinaPhone and Ecopark jointly organized (Chinhphu.vn, 2018).</small>

<small> In December 2015, at Eco Park, 15,000 music-loving audiences were fully immersedin art. "The King of Trance" had an impressive performance night with world-classsound and light quality in the concert called ARMIN VAN BUUREN ( Soha.vn, 2015) Ecopark Marathon (EPM) always impresses with the most "beautiful-green-expensive"road in the Gulf of Tonkin. In 2021, EPM officially restarted with the version of "runningin the middle of nature" held on the occasion of Hung Kings Anniversary, attracting2,000 participants (Ngaynay.vn, 2021).</small>

<small> On January 11, 2020, at the Swan Lake Park - Ecopark, the Ballet of Swan Lakejointly organized by Ecopark Group and the Vietnam National Opera and Ballet (VNOB)was sold out for Vietnamese audiences (Ecopark, 2029). </small>

2.1.2 The firm’s ability to implement the promotionalprogram:

=> Large following on fanpage, widerelationship and abundant financial

resources show that Ecopark have strongability to launch promotional program.

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<small>There are almost no houses in the study area, soinvestment costs for site clearance are low (mediaz,2020)</small>

<small>Well located (ecopark.city, 2021) 25 minutes to the center of Hanoi22 minutes to My Dinh Center</small>

<small>25 minutes to Noi Bai International Airport</small>

2.1.3 Agency evaluation and selectionand Review of

previous program results

<small>According to the planning of Hanoi until 2020, the projectlocated below the Red River overpass on the ring road3.5 will lead to noise and dust, so it is difficult toimplement the eco-resort real estate model.</small>

<small>The project is located on the left dyke of the Red River,so the embankment surrounding the project as well asraising the foundation to prevent future flooding will costmore.</small>

<small>The land is located outside the river, so buildingapartments and high-rise buildings will be expensive(mediaz,2020)</small>

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<small>Highly competitive market (mediaz,2020)The mid-end real estate market is still morewelcome</small>

<small>Customers are not used to the trade-offbetween geographical distance, locationwith clean, pollution-free air and a civilizedand cultural community.</small>

<small>Projects need large investment capitalThe project scale is smaller than Ecopark,the utilities will be less, so it needs specialhighlights, flexible products or attractivesales policies</small>

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<small>On the other hand, young people are also increasingly focusing on green lifestyle.According to Vietnam Natural Resources and Environment Newspaper (2019),green lifestyle is a modern civilized lifestyle suitable for young people today. Thepriority of customers who buy apartments is also green areas. So greenapartments are the target of young real estate buyers today. At the same timewith the epidemic environment of Covid-19, more and more customers care abouttheir health and care about green apartments (Thanhnien Newspaper, 2021).According to Vietnamnet (2019), customers come to Ecopark mainly from greenlifestyle and convenience. It is suitable for Gen Z and Gen Y generations who areasking for green and convenient living space.</small>

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<small>Buying Behaviour</small>

<small>Ecoparks customers make high involvement and high habituationdecisions when purchasing Ecopark departments. As a result, customersdevelop a loyalty to the brand and what it means to them. Based oncustomer loyalty, Ecopark focuses on advertising to show customers itsobvious strengths such as green space, convenience, spaciousness, andbeauty to continue to attract its customers. For example, in 2020 whenSky Oasis Ecopark opens for sale, the number of people queuing up to2000 and more because they want to buy an Ecopark apartment for agreen, clean and beautiful lifestyle and also for the benefit of the family.Many customers queue to buy an apartment because they already haveone and expect to buy another one for their family members. Some otherreasons are that people who have been to an acquaintance's house inEcopark all want to buy a house in this place (ThanhnienNewspapers,2020).</small>

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Market positioning

Ecopark will be shaped by extremely outstanding featuresand are also important factors that make customers come toit. Customers are people who want to settle down in life anda place to live. In other words, they care about safety,

quality, green lifestyle and comfortable space. Therefore,the campaign message will be "LIVE GREEN, GO TOECOPARK". This is a simple message that hits the strengthof Ecopark, green space. Things to keep in mind is that thecampaign must highlight the strengths and attract

customers in a way that stands out from other types of realestate. The price of Ecopark apartments is consideredreasonable even cheap, so the price problem is not to worryabout.

Marketing Segmentation

For this campaign, we decided to use demographicsegmentation, which is dividing the market byfactors like age, sex, income, and social class.

Particularly, the decided market for the campaign ispeople in the age of 25 to 35 , preferably those wholive in Vietnam urban areas. The market consists ofGeneration Y and Z.

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3. Analysis of CommunicationProcess

3.1. Analyze receiver’s response processes

Apartment- Real estate is a high-priced product thatrequires a high level of experience and feeling beforemaking a decision. Therefore the communication processwill be awareness-> interest -> evaluation-> trial->

adoption. The IMC plan will start from the awareness chainall the way to the purchase.

The process:

Cognitive stage: Awareness => Knowledge

Affective stage: Interest -> Evaluation => ConvictionBehavioral stage: Adoption => Purchase

Advertising occurs for a short time but continuously tocreate a positive effect combined with telemarketing anddirect marketing. The model must clearly emphasize thebenefits and necessity of the product so that customerscan be sure of the purchase decision.

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3.2. Analyze source, message, channel factors

Source: Ecopark

Credibility: Customers who have bought apartments orused services at ecopark have high trust when continuingto buy or recommend to acquaintances (vietnamnet, 2020).These still have not had high popularity because of notfocusing too strongly on advertising.

Attractiveness: has great appeal to those who valuecomfortable living space and green space.

Power: stable purchasing power.

Message: "GO GREEN, GO TO ECOPARK '' is a simplebut easy to remember message and focuses on Ecopark'sstrength which is a green lifestyle. A simple message butgoing to the main point will make it easier for customers toapproach the brand.

Channels: focus on channels like social networks toincrease awareness. According to Statista(2021), Thenumber of social network users in Vietnam was forecastedto reach about 52.8 million by 2023( 95% Facebook and86% Zalo in 2021). But Ecopark has not yet focused onsocial media channels. TV media or leaflets, Ecopark hasdone well.

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The number of visitors to the Ecopark raiseby 25%

The number of visitors to the website

increased and the number of 30% increasein clicks

The number of customers buy apartments inEcopark increase 15%

Qualitative goals

Keep continue with company message"THÀNH PHỐ XANH TƯƠI - CUỘC ĐỜITRỌN VẸN". Campaign will increase

customer awareness and recognition aboutEcopark also its message (Go Green)

Ecopark becomes one of the most expensivereal estate because of its green and eco-friendly lifestyle.

By the way, increase coverage, expandmarkets and drive sales.

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4. Developing integrated marketingcommunications program

4.1 Advertising

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<small>4.3. Sale promotion</small>

<small>The township's facilities andamenities include: Commercial andoffice centres, International hospital</small>

<small>International school, ChadwickInternational, Internationaluniversity, British UniversityVietnam (BUV), Themed oldtown,Cinemas,Clubhouse area,Swimming pools, Tennis courts,Gyms,Parks,Children's</small>

<small>playgrounds,18-hole golf course. </small>

<small>Customers who becomeresidents of ecopark canexperience all of the aboveservices at a cheaper price10%.</small>

<small>Moreover, Customers who buyapartments in the above 4months will be provided withfree eco-friendly furniture (tablesand chairs, kitchen tools) byecopark. </small>

<small>Direct mail: Informationabout Ecopark's</small>

<small>environmental campaigns,sale promotion </small>

<small>Direct personal selling:Focus on training</small>

<small>professional staff, besidesconsulting to buy</small>

<small>apartments, They willspread Ecopark's greenmessage to customers.4.2. Direct marketing</small>

<small>With a segment of customersaged 30 and over, with stableincome. With the productcharacteristics of theapartments, buyers have tospend a lot of time thinkingand learning. Direct mail anddirect personal selling wouldwork best.</small>

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5. Budget Determination

5.1.Set tentative marketing communicationsbudget

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5.2. Allocate tentative budget:

The pie chart below illustrates the proportion of budgetfor the media classes chosen:

Outdoor 37%

Sale 35%

Publicity 23%Other

5%

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6. Evaluate promotional programresults/effectiveness

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7. 7.Conclusionn:

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<small>Ecoparkvangiang,2021. ‘Giới thiệu dự án Ecopark VănGiang’ [online].[Viewed:15 July 2021] . Available from: Ecopark – The Collection | Truyền thông ramắt BĐS cao cấp đầu tiên tại Ecopark [online].[Viewed: 15July 2021]. Available from:</small>

<small> Lợi nhuận đều đặn vài trăm tỷ mỗi năm,những ai đang sở hữu Ecopark Group? [online].[Viewed:15July 2021].Available from: y/tag/vihajico/</small>

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Bighomes.vn,2021. BigHomes đồng hành cùng tậpđồn Ecopark lan tỏa thơng điệp về cuộc sống xanh[online].[Viewed:15 July 2021].Available from: Nghiên cứu và Đào tạo Bất động sản | Nghiên cứu | Đàotạo. 2019. Những phân khúc khách hàng trong bất động sản.Available from: </small>

vietnambiz. 2021. Vì sao người trẻ ngày càng chuộngmua chung cư?. [online]. [Accessed 17 July 2021].Available at: <

Ecopark.city,2020. Vở ballet ‘Hồ Thiên nga’ là sự kiệnvăn hoá tiêu biểu 2019 [online].[Viewed 20 July 2021].Available from: y/vo-ballet-ho-thien-nga-la-su-kien-van-hoa-tieu-bieu-2019-2/

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Bao chinh phu ,2018.‘Sân khấu sự kiện âm nhạc ngoàitrời’ lập kỷ lục Việt Nam [online] . [Viewed: 20 July 2021].Available from: 2021. Ecopark Marathon 2021 - Ngắm cungđường chạy giữa thiên nhiên 'siêu chất' trước giờ G

[online].[Viewed:20 July 2021]. Available from:

Thanh Niên. 2021. Sống xanh - Xu hướng tất yếuvà bền vững. Available at: <

Báo Tài nguyên & Môi trường. 2019. Tại sao giới trẻhiện đại ưu tiên lựa chọn không gian sống xanh.Available from :

hien-dai-uu-tien-lua-chon-khong-gian-song-xanh-312964.html>

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<small>< 2019. Lý do Ecopark ngày càng hấp dẫn nhà đầutư. Available at: < </small>

<small>Statista. 2021. Vietnam: popular social media in 2018 | Statista.Available at:</small>

<small>< </small>

<small>Báo Thanh Niên. 2020. Khách xếp hàng cả cây số để xem nhàmẫu và mua nhà tại Ecopark. Available at:</small>

<small>< </small>

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