Phát triển hoạt động truyền thông marketing trực tuyến cho Sky Forest Dự án Ecopark của Công ty Cổ phần Tập đoàn VHS Tiền thân của Công ty Cổ phần Tập đoàn VHS là Công ty Cổ phần Viethousing, ra đời vào năm Năm 2013 khi thị trường bất động sản bắt đầu có dấu hiệu hồi phục, Viethousing ban đầu chỉ có 10 thành viên là người Việt Nam. Một chàng trai trẻ đầy hoài bão và khát vọng tiên phong thị trường bất động sản đầy tiềm năng nhưng cũng đầy thách thức. Tháng 62016, Công ty Cổ phần Địa ốc VHS VHS Land ra đời, ngay từ đầu ngày thành lập VHS đã định hướng phát triển thành công ty bất động sản hàng đầu chuyên phân phối các dự án bất động sản. Sản phẩm của Vincom. Các sản phẩm chính của VHS giao dịch tại đây là các căn hộ thuộc khu đô thị cao cấp do Tập đoàn VinGroup khai thác, đầu tư và phát triển.
MARKETING MANAGEMENT AND SALES FACULTY Course: 2019 - 2022 INTERNSHIP REPORT SUBJECT: Developing online marketing communication activity for Sky Forest Ecopark project of VHS Group Joint Stock Company Tutors in university: Tutor in company: Prof Conrine Montoya Mrs Bui Lan Phuong Mr Do Minh Tuan Name: Date of birth: Student ID: Class: Duong Thanh Cong 18/01/2001 19K640017 CN16-MAR1 Hanoi, June 2022 TABLE OF CONTENTS ACKNOWLEDGEMENT……………………………………………………………………………3 Chap I: General introduction………………………………………………………………………….4 1.1 Company biography.…………………………………………………………………………… 1.2 Organizational structure …………………………………………………………………………5 1.3 Product/project information …………………………………………………………………… 1.3.1 Company’s products.………………………………………………………………………… 1.3.2 Products and projects implemented ……………………………………………………………7 Chap II: Industry environment analysis…………………………………………………………… 10 2.1 Macro environment.…………………………………………………………………………….10 2.2 Micro environment.…………………………………………………………………………… 12 2.3 SWOT Analysis.……………………………………………………………………………… 14 Chap III: Intership activity………………………………………………………………………… 15 3.1 Work position………………………………………………………………………………… 15 3.2 Tasks…………………………………………………………………………………………….16 3.3 Company's current marketing communications……………………………………………… 16 3.3.1 Communication goals……………………………………………………………………… 16 3.3.2 Targeted customers……………………………………………………………………………17 3.3.3 Current marketing communications activities ……………………………………………… 18 3.4 Suggestions of suitable activities ……………………………………………………………….25 Chap IV: Internship evaluation …………………………………………………………………… 32 4.1 Achivements…………………………………………………………………………………….32 4.2 Struggles……………………………………………………………………………………… 33 4.3 Gained experience and contributions………………………………………………………… 33 4.4 Conclusion…………………………………………………………………………………… 34 APPENDIX………………………………………………………………………………………….34 ACKNOWLEDGEMENT The time of three years studying at Thuong Mai University under the Faculty of International Training, I have had the pleasure of being under the mentorship of many lecturers from both Thuong Mai University and Jean Moulin Lyon University First and foremost, I would like to express my greatest gratitude to VHS Group Joint Stock Company for enabling me to complete this report on “Developing online marketing communication activities for Sky Forest Ecopark project of VHS Group Company” Successfully fulfilled any report requires so much help from number of people These people have helped me a lot on the process of completing the report I would like to express my infinite gratitude to these people: Mr Do Minh Tuan - Leader of a team VHS group, JSC Professor Corinne Montoya from Jean Moulin Lyon University Mrs Bui Lan Phuong – Tutor teacher in Thuong Mai University Finally, I would also like to thank all the employees in the Marketing department of VHS group,.JSC for supporting me in the process of this report Thanks for your help! Chap I : General introduction 1.1 Company biography Company name VHS Group Joint Stock Company Established 06/2016 Head office 2A floor, Building R6 Royal City, Thanh Xuan, Hanoi Hotline 0906829999 Website http://vhsgroup.vn/ E-mail Bds@vhsland.vn Director Nguyen Mai Khanh (Company logo) • The establishment and development of the company The predecessor of VHS Group Joint Stock Company is Viethousing Joint Stock Company, born in 2013 when the real estate market began to show signs of recovery, Viethousing initially had only 10 members who were Vietnamese people A young man full of ambition and aspiration to pioneer in the potential but also challenging real estate market In June 2016, VHS Real Estate Joint Stock Company - VHS Land was born, right from the early days of establishment VHS has been oriented to develop into a leading real estate company specializing in the distribution of real estate projects Vinhomes products The main products VHS deals in are apartments of high-class urban areas exploited, invested and developed by Vingroup (The employees of company) • Vision By pioneering aspiration and business strategy, sustainable development VHS strives to become a reputable and leading company in the field of high-end real estate distribution of major investors other than Vingroup, such as Sungroup, Doji, Mipec, Flamingo, T&T group, Crystal Bay, Ecopark along with a team of employees With dedicated and professional staff, VHS will bring products of real value to customers, aspire to bring the dream of settling down to customers in a new look and stature • Mission “Helping customers achieve their dream of Settling in’’ • Intrinsic value “Dedication - Prestige - Professionalism” 1.2 Organizational structure 1.3 Product/project information 1.3.1 Company's products Currently, VHS group is the main distribution agent of large projects in the northern region These include partners such as Vingroup, Sungroup, Doji, Mipec, Flamingo, T&T group, Crystal Bay, Ecopark High-end real estate products in different segments include: resort real estate; adjoining, single-family real estate; apartment real estate;… The projects are real estate products that meet the diverse needs of customers Especially, it comes with high legality and good liquidity, so it will ensure the commitments to meet the needs of customers (Sun Grand Marina Town Hạ Long) Sun Grand Marina Town Ha Long: A symbol of Vietnam's international reach with modern twin towers stylized from the image of "Dual Long Trieu Nhat" bold Asian philosophy placed in front of 5* Cruise Bay on the sea's heritage of the world Each apartment here is a yacht in the middle of the air, bringing a membership card to the "Upscale Club" for owners - who are rewarded with their own view of hundreds of large and small islands Ha Long is magnificent in perspective (Ivory Villas & Resort Hoa Binh) Ivory Villas & Resort: is planned on an area of 66ha, Ivory Villas & Resort consists of main subdivisions, each subdivision is a resort complete with its own features and linked in a whole to create a chain of high-class amenities 1.3.2 Products and projects implemented • Project overview With the great success together with previous outstanding projects of the investor Ecopark, they continue to develop into the high-end apartment segment The investor Ecopark once again silenced the audience with the news of a new super project Sky Forest Ecopark apartment complex, the last piece of the bay and island road, where the house is in the park and the garden is in the house The specific location of the project is in Ecopark urban area in Phung Cong commune, Van Giang district, Hung Yen province (Sky Forest Residences) Recently, Hanoi is at an alarming level of pollution, specifically many streets in Hanoi have been covered with dense dust and Hanoi is at the top of the list of polluted cities The highest ranking in the world with a US AQI index of 174 And finding a place for a family to have a "green nest" for the sake of the whole family's health and safety is a top problem for people With a reasonable construction density and design planning for nearly 100 hectares of green space and water surface, Ecopark is especially known as the largest green urban area in Vietnam This is not only impressive to the domestic media but also abroad For the project, the location of Sky Forest is right next to Ecopark Grand island villa area, southwest of Ecopark urban area, Hung Yen province Located here, opposite the project is the beautiful Swan Lake ecological park and swan lake, giving people here a perfect and extremely rare living space (Sky Forest location) o Utility Link: Radius: 100m Radius: 500m Radius: 1km Vietnam Japan Inter-School Chadwick Middle School Haven Park Park Complex Ecopkar Grand lake space Swan Lake Park Lotte Department Store Aeon Mall Paris Inter-School Ecopark outdoor sports center Tokyo Medical School British University BUV Island Mall on the water Along with many other utilities … o Project’s bacsic information: Project name: Sky Forest Residences Ecopark Apartment Investor: Ecopark Group Total area: 03 hectares Number of towers: 03 Buildings: SF1, SF2, SF3 Number of apartments 1,468 Number of floors: Building SF1: 30 floors, Building SF2: 38 floors Building SF3: 41 floors Operator: CBRE Types of apartments: Sky Forest Studio apartment, bedrooms, bedrooms Garden Villas, Mezza, Duplex, Penthouse,Shophouse Product: Complete handover Ownership form: Long-term ownership The project will be built on a land bank of hectares, expected to supply the market with about 1,468 luxury apartments with flexible areas and many different models Details like: + Studio apartment has an area of 30m2 + One-bedroom apartment has an area from 60 - 73.8m2 + bedroom apartment with area from 73.8m2 + 3-bedroom apartment with area from 91 - 125m2 Accordingly, the project site will be designed with a density of 16 apartments / floor, especially there will be 14 luxury apartments with private gardens Most prominently, apartments 10 and 11 will have spacious balconies and beautiful bathtubs, ideal for the elite to "buy" right away for themselves and their families (Sky Forest premises) → Suitable for a variety of customers: The tenants of Sky Forest apartments are very diverse It can be families, extended families or groups of young people, or foreign experts Therefore, it can be said that accommodation services that can be operated here are not picky about customers Chap II : Industry environment analysis 2.1 Macro environment • Economic Vietnam's GDP continues to grow in the context of the global economic downturn affected by the recent COVID-19 pandemic Vietnam is one of the few Asian countries with high growth and rapid recovery Realized FDI inflows remained at stable figures, in which many real estate projects were implemented such as buildings, hotels, resorts, offices, apartment buildings Currently, the real estate market across the country faces risks and challenges, but there are still many opportunities when Vietnam is still in the developing countries and will develop in real estate Therefore, economic factors need to be taken into account such as the conditions of the real estate market in the region (whether the area is oriented or focused on real estate investment and development); the current status of the vicinity (construction works, infrastructure such as roads, electricity and water systems, communication); annual GDP growth rate of the region (high GDP will lead to cash flow into real estate); monetary policy and system (when monetary policy is loosened and interest rates are low, people, investors and businesses will borrow more money for market price changes) Besides, we will also need to pay attention to the ability to bring income from real estate The story is that income from real estate is good, everyone will find it and it becomes more valuable Vietnam's real estate has only recovered since 2016 and this time is an active development phase in a real estate life cycle Next is economic events, integration events, attracting foreign investment capital (FDI, FPI) will increase the demand for real estate and the value will increase accordingly Speaking of major regional events: joining WTO, ASEAN, TPP, → All of the above will directly affect market demand, thereby affecting VHS's marketing and communication activities Specifically, in the short term, when the cracks caused by COVID-19, the 10