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.
General introduction
Company biography
Company name VHS Group Joint Stock Company
Head office 2A floor, Building R6 Royal City, Thanh Xuan, Hanoi
• The establishment and development of the company
The predecessor of VHS Group Joint Stock Company is Viethousing Joint Stock Company, born in
In 2013, as the real estate market began to recover, Viethousing started with just 10 members, all of whom were Vietnamese This group was led by a young man brimming with ambition and a desire to lead in the promising yet challenging real estate sector.
Founded in June 2016, VHS Real Estate Joint Stock Company, known as VHS Land, aims to become a leading real estate firm specializing in the distribution of Vinhomes projects The company primarily focuses on high-end apartments located in urban areas developed by Vingroup.
VHS aims to become a leading and reputable company in high-end real estate distribution, partnering with major investors like Sungroup, Doji, Mipec, Flamingo, T&T Group, Crystal Bay, and Ecopark With a dedicated and professional team, VHS is committed to delivering valuable products that fulfill customers' dreams of homeownership, presenting them with innovative and elevated living solutions.
“Helping customers achieve their dream of Settling in’’
Product/project information
VHS Group is the leading distribution agent for major projects in the northern region, collaborating with prominent partners like Vingroup, Sungroup, Doji, Mipec, Flamingo, T&T Group, Crystal Bay, and Ecopark They offer a diverse range of high-end real estate products, including resort properties, adjoining single-family homes, and apartments, catering to various market segments.
Our real estate projects are designed to cater to a wide range of customer needs, offering high legality and excellent liquidity This ensures that we fulfill our commitments and provide reliable solutions for our clients.
(Sun Grand Marina Town Hạ Long)
Sun Grand Marina Town Ha Long stands as a testament to Vietnam's global ambition, featuring striking twin towers inspired by the "Dual Long Trieu Nhat" concept, which embodies bold Asian philosophy This architectural marvel is strategically positioned to enhance the landscape, symbolizing the nation's modernity and international appeal.
Experience the unparalleled luxury of 5* Cruise Bay, where each apartment resembles a yacht suspended in the air, offering breathtaking views of Ha Long's stunning landscape Owners enjoy exclusive access to the "Upscale Club," enhancing their lifestyle with membership benefits Revel in the beauty of hundreds of islands, both large and small, as you immerse yourself in this unique heritage destination.
(Ivory Villas & Resort Hoa Binh)
Ivory Villas & Resort spans an expansive 66 hectares and is divided into four distinct subdivisions, each functioning as a unique resort These subdivisions are interconnected, offering a comprehensive range of high-class amenities designed to enhance the overall guest experience.
Ecopark, renowned for its previous successful projects, is making a significant move into the high-end apartment market with the launch of the Sky Forest Ecopark apartment complex This new super project, located in the Ecopark urban area of Phung Cong commune, Van Giang district, Hung Yen province, offers a unique living experience where homes are integrated with lush parks and gardens, enhancing the appeal of modern urban living.
Hanoi is facing a severe pollution crisis, with many streets blanketed in thick dust, making it one of the most polluted cities globally, as evidenced by a concerning US AQI index of 174 Consequently, finding a healthy "green nest" for families has become a pressing issue Ecopark, recognized as Vietnam's largest green urban area, offers nearly 100 hectares of thoughtfully designed green space and water surfaces, providing a viable solution for those seeking a healthier living environment Its impressive features have garnered attention from both domestic and international media.
Sky Forest is ideally situated adjacent to the Ecopark Grand villa area in the southwestern part of the Ecopark urban area, Hung Yen province This prime location offers stunning views of the picturesque Swan Lake ecological park, providing residents with an unparalleled and serene living environment.
(Sky Forest location) o Utility Link:
Radius: 100m Vietnam Japan Inter-School
Chadwick Middle School Haven Park Park Complex Ecopkar Grand lake space Radius: 500m Swan Lake Park
Lotte Department Store Aeon Mall
Paris Inter-School Ecopark outdoor sports center Radius: 1km 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
Number of towers: 03 Buildings: SF1, SF2, SF3
Number of floors: Building SF1: 30 floors, Building SF2: 38 floors
Types of apartments: Sky Forest Studio apartment, 2 bedrooms, 3 bedrooms
Garden Villas, Mezza, Duplex, Penthouse,Shophouse
Ownership form: Long-term ownership
The project will be built on a land bank of 3 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
+ 2 bedroom apartment with area from 73.8m2
+ 3-bedroom apartment with area from 91 - 125m2
The project will feature a design density of 16 apartments per floor, including 14 luxurious apartments with private gardens Notably, apartments 10 and 11 will offer expansive balconies and exquisite bathtubs, making them perfect for discerning buyers seeking a premium living experience for themselves and their families.
Sky Forest apartments cater to a diverse clientele, including families, extended families, groups of young people, and foreign professionals This variety ensures that the accommodation services offered here are inclusive and accessible to a wide range of customers.
Industry environment analysis
Macro environment
Despite the global economic downturn caused by the COVID-19 pandemic, Vietnam's GDP continues to grow, positioning it as one of the few Asian countries experiencing high growth and rapid recovery Stable foreign direct investment (FDI) inflows have facilitated the implementation of numerous real estate projects, including buildings, hotels, resorts, and apartments While the real estate market faces risks and challenges, significant opportunities remain as Vietnam continues to develop Key economic factors influencing this market include regional real estate investment conditions, the status of local infrastructure, and the annual GDP growth rate, which can drive cash flow into real estate Additionally, a loose monetary policy and low interest rates encourage borrowing, further impacting market dynamics.
When considering real estate investments, it's essential to focus on their income-generating potential The appeal of real estate lies in its ability to provide substantial returns, making it an increasingly valuable asset for investors.
Since 2016, Vietnam's real estate market has entered a dynamic development phase, driven by economic integration and significant events such as joining the WTO, ASEAN, and TPP This growth is expected to attract increased foreign investment, both foreign direct investment (FDI) and foreign portfolio investment (FPI), leading to heightened demand and rising property values.
Market demand is significantly influenced by factors such as COVID-19, interest rates, and inflation, which currently restricts the demand for real estate products Consequently, VHS must adapt its marketing and communication strategies, modifying messages and visuals to maintain customer engagement without causing confusion In the long term, Vietnam's real estate market is poised for growth, fueled by integration and favorable policies As the market evolves, effective communication will become crucial, requiring tailored messaging that aligns with the prevailing economic conditions.
Government organizational and construction policies significantly influence the real estate market in each region Policies related to investment, planning, zoning, and development create varying valuations for real estate Indirect effects include encouraging external investment, which stimulates local economies and increases demand for real estate, leading to rapid value appreciation Additionally, direct impact policies further shape the real estate landscape.
The policy allows overseas Vietnamese to buy real estate in Vietnam
+ The policy allows people without city registration to buy houses in the city
+ Financial policies apply to people who are allocated or leased land by the State
+ Credit policy for investment activities in the real estate sector
+ Tax policies of the State for real estate
While marketing plays a crucial role in helping companies meet customer needs and generate profits, it can also have detrimental effects on society, including environmental pollution, resource depletion, and health risks This highlights the necessity for businesses to adopt a new marketing perspective that balances satisfying customer desires with addressing the broader, long-term interests of the community.
Social factors significantly influence real estate values, with high population density leading to increased property prices due to disrupted supply-demand balance Additionally, regional elements such as the quality of healthcare, education levels, security concerns, and local customs play crucial roles in determining real estate value Furthermore, the development of a modern and well-connected urban infrastructure presents substantial opportunities for businesses to invest and grow within the real estate market, benefiting both medium and long-term prospects.
Marketing and communication activities significantly shape public perceptions of real estate, often leading individuals to view property purchases solely as profit-driven investments, neglecting their broader societal value This one-dimensional perspective arises from a collective mindset, highlighting the need for effective communication strategies that emphasize the core benefits of real estate To shift customer perceptions, VHS leverages the positive attributes of Sky Forest, counteracting the negative societal impacts often associated with real estate, and aims to convey more meaningful messages.
Vietnam is recognized as one of the top ten countries experiencing rapid growth in information technology, significantly impacting the real estate sector The integration of advanced technology has led to the emergence of smart buildings, enabling homeowners to monitor their properties remotely Innovative construction materials, such as lightweight concrete bricks utilizing German technology, have replaced traditional options, offering superior load-bearing capacity and excellent thermal and acoustic insulation Additionally, advancements in construction technology have allowed contractors to expedite projects, reduce costs, and create iconic skyscrapers in Vietnam These technological advancements are essential in bridging the gap between Vietnam and developed nations, facilitating accelerated progress.
Advancements in technology have significantly enhanced online platforms like social networks and search engines, leading to improved communication and connectivity Customers now enjoy quicker access to products with comprehensive information, resulting in increased demand For companies, these technological improvements facilitate diverse communication strategies, allowing them to reach customers more effectively and expand their market presence.
Natural factors play a crucial role in the real estate market, significantly influencing investor interest Key elements include location, area, form, characteristics, environment, and nature Each of these factors impacts customer buying decisions regarding specific properties, highlighting the importance of the natural environment in real estate investments.
The location of real estate is the primary factor influencing its value, with more profitable locations leading to higher property values Real estate positions are categorized into two types: relative position and absolute position, both of which are crucial in determining property valuation.
Real estate situated in urban centers or densely populated areas, especially within industrial, commercial, or service clusters, tends to hold significantly higher value compared to similar properties located in suburban regions.
+ Absolute location: Real estate located at intersections or intersections of roads, on major traffic routes has a higher value than properties located in other locations
When considering land for purchase, the optimal size and area should align with the specific needs of most buyers Typically, a square-shaped plot with ample frontage tends to command a higher market value.
The topography of a property significantly influences its value, with high-elevation locations typically commanding higher prices compared to low-lying areas Properties situated in low-lying regions are often vulnerable to flooding during rainy seasons or tidal events, particularly in coastal areas, leading to lower real estate values In contrast, properties on elevated terrain are generally more desirable and less affected by these environmental factors, resulting in higher market prices.
Micro environment
VHS Joint Stock Company specializes in real estate and serves as a key distributor for significant projects in and around Hanoi The company has experienced notable growth, enhancing both its workforce and overall capabilities.
To broaden its market reach and diversify its customer base, VHS has opened additional branches in northern provinces, enhancing service delivery and project distribution In response to the rapid advancement of technology and the growing trend of online sales, VHS has implemented distribution strategies via online platforms, supported by a team of dynamic personnel trained intensively in marketing.
Besides, thanks to online distribution campaigns, VHS team has improved their level of customer care and customer management
On the customer side, VHS distributes mid- to high-end products to meet the criteria of all customer segments VHS mainly focuses on the following three customer groups:
The mid-range real estate segment, primarily consisting of apartments, is highly valued by customers due to the variety of choices available Prices for these properties typically range from 1.5 billion to 3 billion Buyers in this segment prioritize key factors such as price, project amenities, and, crucially, the location of the property, as these elements significantly influence their purchasing decisions Additionally, they consider future plans when evaluating their options.
The high-end real estate market is experiencing significant growth, attracting both local and foreign investors Competing projects focus on superior utilities and service quality, with prices ranging from 3 billion to 5 billion Buyers in this segment are more knowledgeable and discerning, often prioritizing factors such as liquidity and investment security As a result, selecting a broker with extensive project knowledge and experience is crucial for success in this competitive landscape.
The VIP segment in real estate is gaining significant attention, featuring luxurious options such as resort villas, detached villas, adjacent villas, duplex villas, shophouse townhouses, penthouse apartments, duplex apartments, and garden apartments These high-end properties typically start at prices of 5 billion VND and can exceed 10 billion VND, appealing to affluent buyers seeking premium living experiences.
The VIP real estate market caters to affluent clients, including successful individuals and businesses, resulting in a limited customer base These investors prioritize the value they receive from a project, focusing on aspects like brand reputation, spaciousness, security, amenities, and service quality, while price becomes a secondary consideration.
VHS Joint Stock Company strategically collaborates with renowned suppliers to cater to diverse customer segments in the Vietnamese real estate market By partnering with industry leaders such as Vingroup, the company ensures a comprehensive range of high-quality products tailored to meet the specific needs of its clients.
Sungroup, Doji, Mipec, Flamingo, T&T group, Crystal Bay, Ecopark,…
VHS collaborates with prominent companies in the real estate sector, leveraging their strengths and significant projects to enhance economic growth With high-quality products from these suppliers, VHS confidently offers real estate solutions to investors and consumers alike.
VHS faces competition from real estate distribution companies that operate under a similar model, particularly in Hanoi, where numerous trading floors directly compete for market share These competitors possess varying strengths, including financial resources, human capital, market presence, and effective product communication.
+ CEN Land property joint stock company – CEN GROUP
+ Hungthinh Land property joint stock company
+ BHS property joint stock company
+ Haiphat Land real estate joint stock company
+ MAIVIET Land real estate joint stock company
CEN Land and Hungthinh Land are two prominent competitors in the real estate distribution market, both known for their experience, strong reputations among major suppliers, and solid financial backing To effectively compete, VHS must thoroughly understand these rivals and enhance the quality of its consulting and services to boost its credibility By prioritizing customer satisfaction and improving return rates, even for high-value, specialized products, VHS can excel in the "pre-care," "care," and "post-care" stages of customer engagement.
SWOT Analysis
Strengths (S) + Young - enthusiastic - dynamic staff
+ The quality of personnel training is methodical + Diversify real estate segments + Distribution system is expanded to the North + Apply distribution strategy through online and offline channels
Weaknesses (W) + The marketing communication strategy is not strong, the tools have not been optimized
+ Customer service activities are still underrated
+ Low rate of stay/return to purchase
+ The company's brand is not yet popular
+ The company's departments are limited
+ Vietnam's economy is having a general growth momentum in all aspects, such as factors: public investment
+ Capital flows (FDI, FPI) are pouring more and more into
+ The market economy is expanding
+ Increasing people's income affects demand
+ State policies increasingly create favorable conditions for the real estate market
+ The Code is increasingly transparent and untangled to help people and investors trust more
+ Modern technology applied to real estate
Leveraging the company's skilled human resources and available assets, we can capitalize on opportunities by implementing comprehensive marketing communication strategies This includes utilizing online promotional tools alongside offline channels such as public relations and direct marketing to enhance our outreach and effectiveness.
To enhance the communication strategy, it is essential to identify existing shortcomings and diversify tools in alignment with the business model Additionally, improving customer care training for the consulting team will enable the organization to indirectly capitalize on the opportunities present in the thriving real estate market.
+ Yếu tố tự nhiên: Thiên tai, dịch bệnh, thiếu hụt tài nguyên,
+ Chiến tranh giữa các nước
+ Lạm phát tăng cao, lãi suất ngân hàng bị thắt lại
+ Đối thủ cạnh tranh nước ngoài sẽ nhiều hơn khi hội nhập WTO
+ Những chính sách pháp lý không hợp lý về giao dịch bất động sản còn tồn đọng
+ Đòi hỏi của người dân ngày càng cao
→ Negative factors are inevitable in any industry
To enhance customer awareness of product features and their impact, the company must prioritize effective communication strategies that engage both customers and investors Ultimately, the success of these efforts will rely on the company's innovative marketing strategies and the dedication of its dynamic team.
To effectively navigate perceived disadvantages, companies should prioritize the "avoid/overcome" strategy This approach necessitates enhancing employee skills and acquiring knowledge about both domestic and international competitive factors.
Intership activity
Work position
As a marketing management and sales major, I pursued an internship as a marketing intern at VHS Company, a prominent real estate firm, focusing on the Sky Forest Ecopark project for my internship project.
The marketing department offers internship positions under the guidance of a group moderator and manager, providing valuable development opportunities for current students This initiative not only supports interns in gaining practical experience but also allows the company to train potential full-time employees and experts to meet its future needs.
With this current internship position, it requires me to be creative, dynamic and thinking as a marketer The job requirements of this position include:
+ Brainstorm online marketing campaign ideas;
+ Support ideas for media content/media messages;
+ Support to design posters, images of the project
Interning in a new position often presents initial challenges, including adapting to the work environment, understanding company culture, navigating specific job responsibilities, and meeting high performance expectations To ensure a successful internship experience, it is crucial to quickly acclimate to these obstacles and maintain a commitment to delivering quality work.
Tasks
During the internship in the implementation of the Sky Forest Ecopark project, the assigned tasks and tasks are as follows:
+ Research the behavior of the target customer group periodically
+ Support ideas for media content for business groups
Collaborate with team members to create engaging project posters for the Facebook fan page, while also contributing innovative ideas for the project's online communication campaign on the company's website Additionally, foster connections with potential customers through targeted communication activities.
The tasks assigned align with each student's academic major, ensuring they are manageable Additionally, departmental personnel provide support and guidance on the implementation of these tasks.
These are important tasks to evaluate the effectiveness of current communication activities and are the basis for proposing appropriate communication plans for VHS company during the internship.
Company's current marketing communications
In today's digital age, advancements in technology have significantly enhanced online communication through various platforms such as social networks and websites Access to information and connections among individuals and communities has become increasingly effortless, thanks to smart devices like smartphones and laptops To effectively leverage these communication technologies, it is essential to establish clear objectives prior to developing a strategic plan.
Based on SMART Objectives, I give the following communication goals of the project:
VHS aims to enhance customer awareness by ensuring they recognize their ownership or imminent purchase of Ecopark products This initiative focuses on building brand recognition and communicating the core values that align with customer needs Ultimately, VHS emphasizes the long-term value of investing in quality products that enrich their lives.
VHS aims to expand its project awareness among customers of all ages, particularly in Northern Vietnam, to enhance its community presence and elevate the project's appeal By fostering a deeper understanding of the project's value and the investor's prestige, VHS seeks to highlight the unique characteristics of each development, despite Ecopark's established reputation in the region This initiative is designed to ensure that every customer recognizes the distinct qualities that set each project apart.
The primary objective of the marketing communication strategy is to effectively engage and attract customers, with VHS aiming to draw at least 300 potential customers to explore their products and encourage around 150 of them to make a purchase This initiative for Sky Forest is supported by carefully selected communication channels and a dedicated budget allocated for the campaign's duration.
Increasing revenue is the primary objective for any business model, especially when launching a communication campaign, as consistent cash flow is essential for ongoing investment in operations VHS has established a revenue target of approximately VND 1,200 billion (around $52,000) for the Sky Forest project's communication campaign to serve as a benchmark for assessing its effectiveness.
VHS focuses on customers in the North - Vietnam
VHS approaches old and new customers
Customers who have a history of real estate transactions at Ecopark's projects are selected as the company's first target customers This customer source VHS is provided by the investor
Ecopark, with VHS company as the exclusive distributor for its projects, attracts a distinguished clientele of experienced senior investors This unique customer base positions VHS to offer high-quality, premium products tailored to their sophisticated needs.
Experienced consumers are meticulous about product selection and pricing To effectively engage this demographic, VHS will utilize existing data for direct connections and implement targeted communication campaigns to enhance attraction and reach.
Residents of Ecopark benefit from the ongoing Sky Forest project, which enhances the overall quality of developments in the area This familiarity with Ecopark’s offerings positions VHS advantageously, as they have a deep understanding of customer expectations regarding project quality.
VHS targets both short-term and long-term investors seeking profit through arbitrage in Vietnam's active real estate market, where demand is high Ecopark's diverse product offerings appeal to various investment purposes, attracting independent individuals with idle capital These customers prioritize competitive pricing and potential property value appreciation based on location and project amenities Additionally, they are particularly concerned with the project's legal compliance Engaging this client base is straightforward, as they already have investment needs; thus, VHS must focus on delivering quality options and implementing comprehensive communication strategies to expand its reach.
VHS is particularly focused on attracting households in densely populated urban areas, such as those near the Sky Forest project, which is expected to generate significant revenue This customer group prioritizes long-term living and has specific criteria, including high service quality, comprehensive facilities, a pleasant living environment, and robust security systems While price is not their primary concern, they demand a superior living environment, making them a discerning customer base To effectively engage this audience, VHS must leverage innovative online media campaigns to communicate the project's values Additionally, the real estate offerings from Ecopark investors must align with key criteria such as prime location, essential amenities, natural surroundings, and overall quality to successfully appeal to this segment.
VHS aims to target affluent customers, including successful business owners and married individuals, who possess the financial means to invest in the Sky Forest project.
VHS is actively utilizing widely accessible communication channels to engage with its customers, focusing on both online and offline platforms.
• Social Network Marketing & Online Marketing
Facebook is a highly effective and user-friendly platform for product communication, particularly in Vietnam, where it boasts a vast user base Currently, the company focuses on creating engaging content and promotional articles rather than utilizing Facebook ads to attract more customers This approach emphasizes organic reach through valuable content rather than actively driving customers back to the company.
The VHS marketing team employs an effective inbound marketing strategy to enhance its online presence Their skilled marketing staff specializes in creating visually appealing images and editing videos, ensuring high-quality content for the company's social media posts.
*This is the assigned task:
During my internship in the marketing department, I was responsible for assisting with communication activities on the company's Facebook fan page My key tasks included supporting the design of the project's visuals and generating creative content ideas.
Suggestions of suitable activities
The proposed communication activities for the Sky Forest Ecopark project will focus on enhancing online communication channels, building on VHS's existing strategies This initiative aims to introduce innovative communication solutions that can effectively reach potential customers, particularly those seeking projects through online platforms, given the significant rise in online search demand in today's information technology era Key online marketing communication channels will be identified to diversify and expand outreach efforts.
In the digital age, traditional newspapers are evolving as the internet enhances their reach and effectiveness in mass communication With technology deeply integrated into daily life, individuals increasingly rely on online platforms for news and information When an article gains front-page visibility, it can attract tens of thousands of visits daily, demonstrating the powerful impact of digital dissemination on information sharing.
In Vietnam's developing real estate market, newspapers often feature dedicated real estate sections, highlighting the sector's significance to readers Online platforms, particularly VNExpress and CafeF, play a crucial role in communication strategies, especially through PR articles For effective implementation, the marketing team should establish connections with the editors of these influential publications.
+ Create reputation about the project and promote the company brand
+ Reach the number of knowledgeable customers
+ Improve ROI (Return on investment)
Reaching the right audience is crucial for effective marketing, as newspaper readers tend to engage more deeply with advertisements compared to online users, who typically have an average attention span of just 8 seconds Consumers exposed to newspaper ads are more likely to connect with the relevant message, resulting in higher interaction rates with marketing materials.
When advertising in a newspaper, businesses face fewer competitors, as the limited space restricts the number of ads This results in less direct competition compared to online marketing, making it more likely that readers will notice and engage with the ads, rather than ignoring them amidst a sea of solicitations.
Newspaper advertising offers a cost-effective solution for reaching a large audience, as it is less expensive to connect with a thousand readers compared to other advertising methods Additionally, the flexibility of newspaper ads allows businesses to easily tailor their advertisements to fit within their budget.
VHS company must focus on media communication to align with industry trends, product relevance, and accessibility By implementing targeted marketing communication for the Sky Forest project in popular newspapers, VHS can enhance customer access and strengthen its competitive advantage within the industry.
Zalo, a leading multi-functional "Over the Top" (OTT) platform in Vietnam, has gained immense popularity among users for work-related tasks such as messaging, calling, and sharing information Its internet connectivity and user-friendly features make it unmatched by any other application For real estate projects, where timely updates are crucial, Zalo stands out as the most convenient platform for sharing essential information with customers.
Currently, Zalo provides the Zalo Official Account (OA) feature to serve businesses for business purposes; Brand building and customer care Features of Zalo OA will include:
+ Broadcast: Communication and content purposes - Reach 100% of customers after only 30 minutes; Save manpower and remarketing time to customers; Drive customers' demand for information about the brand
+ Message: Purpose of interaction, customer care 1:1 - Increase 20% of revenue from old customers on average at a cost of 0 VND; 28% increase in after-sales customer satisfaction
+ Voice call: Purpose of direct contact with customers - Two-way interaction listening and calling via Zalo to increase understanding and connect with customers; 99% of calls successfully connected
Chatbots streamline customer consultation and support, significantly reducing manpower and time spent on customer interactions They enable businesses to reach a broader audience while enhancing marketing efficiency With their versatility, chatbots cater to a variety of scenarios, making them ideal for diverse enterprise needs.
+ High interoperability: Zalo has a very large number of users, about 100 million
Vietnamese people use it This is a huge potential market that can be exploited to achieve effective sales
To minimize spam data, most Zalo users utilize a personal phone number for their accounts, which helps reduce the presence of fake accounts and virtual customers This approach enhances the interaction and effectiveness of corporate Official Accounts (OAs) on the platform.
Selling on this platform offers extremely low costs, allowing businesses to provide free consultations to customers regarding product selection, including design, color, size, and usage This approach significantly reduces marketing expenses for the company.
The Vietnamese support team for corporate OA accounts is characterized by its youthful energy and enthusiasm Comprising knowledgeable professionals, they are dedicated to providing thorough consultations to customers, ensuring all inquiries are addressed with care and expertise.
Currently, Zalo activities at the company are limited to interactions between individual customers and groups, primarily through personal Zalo accounts This results in fragmented communication marketing that is time-consuming and challenging to manage To enhance customer engagement and streamline information dissemination regarding the Sky Forest project, it is essential for VHS to adopt a communication strategy on the Zalo platform as a business Importantly, creating a business account on Zalo incurs no costs, aside from expenses related to standard sales strategies.
SEO is an essential tool for marketers, focusing on enhancing a company's website ranking on search engines, particularly Google Unlike Google AdWords, which can be expensive, SEO offers a cost-effective alternative In the real estate sector, especially for brokerage firms, SEO is the favored method for marketing new projects Given the vast number of daily information searches, companies have a significant opportunity to develop their SEO strategies, and VHS is no exception.
I propose that the marketing department of VHS implement SEO strategies for the Sky Forest project on the company website, concentrating on two key areas: keyword optimization and text-based SEO.
Internship evaluation
Struggles
During my internship, I faced several challenges that impacted my experience Initially, adapting to the design work for communication proved difficult, as I had to familiarize myself with new tools and tricks while meeting a daily KPI of generating three ideas for the company's Facebook content marketing This adjustment period took about two weeks Additionally, navigating personnel relations was challenging; despite the dynamic environment, the lack of connection among experienced employees made it hard to engage and collaborate effectively Lastly, the work culture posed its own difficulties, as new employees and interns were required to sit in close proximity without personal space, leading to discomfort and a lack of motivation due to limited movement and interaction.
Gained experience and contributions
After completing an internship at VHS Group, I faced various challenges that ultimately enhanced my real estate skills I developed expertise in sales, communication, marketing, and visual design, while also cultivating persistence in my work This experience has equipped me with valuable skills that will benefit my future career endeavors.
I take pride in successfully facilitating three transactions at the Sky Forest project, which significantly contributes to VHS This achievement not only enhances my satisfaction in my role but also adds substantial value to the company's marketing team by supporting my colleagues directly.
Conclusion
During my 3-month internship at VHS Group Joint Stock Company, I had the chance to work like a full-time employee, which allowed me to gain valuable experience and enhance my professional skills This experience highlighted my weaknesses, particularly in personal skills, that I need to improve Ultimately, my time at VHS was more beneficial than detrimental, providing me with important lessons and insights from my shortcomings I view VHS as an effective working environment that offered me invaluable opportunities for growth.
Appendix 1: Survey data on marketing and communication activities (Date: 17/05/2022)
VHS GROUP's SURVEY ABOUT QUALITY OF ONLINE COMMUNICATION ACTIVITY