integrated marketing communication program ecopark live green

Thebirth of the company isassociated with the missionof building the first functionalecological urban area inVietnam following the trendof modern urbandevelopment of countriesaround the

Live Green

CommunicationProgram

L E C T U R E R

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

TABLE OF CONTENTS

Introduction1.1 Company1.2 Objectives1.3 Products1

Analysis of Promotional Program Situation2.1.1 Internal Analysis

2.2.1 Consumer behavior analysis

2.2.2 Market segmentation and target marketingMarket positioning.

Analysis of Promotional Program Situation3.1 Analyze receiver’s response processes

3.3 Analyze source, message, channel factors.3.2 Establish communication goals and objectives

3

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

Budget Determination

5.1 Set tentative marketing communicationsbudget

5.2.Allocate tentative budget

Evaluate promotional programresults/effectiveness

6

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)

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

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

Commercial, tourist andservice land: 111.18ha(22.28%)

Urban traffic land: 85.48ha(17.13%)

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

Commencement: 2009 isdivided into 9 phases in 20years Expected completionin 2029 20

Investor: Viet Hung UrbanDevelopment and

Investment Joint StockCompany (Vihajico)

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.

2.Analysis of PromotionalProgram Situation2.1.1 Ecopark board of directors:

Operations DirectorLuong Xuan HaCreative DirectorTrần Quốc ViệtInvestor

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

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).

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).

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)

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.

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

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

25 minutes to Noi Bai International Airport

2.1.3 Agency evaluation and selectionand Review of

previous program results

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.

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.

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

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

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

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

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.

Buying Behaviour

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).

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.

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.

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.

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.

4 Developing integrated marketingcommunications program

4.1 Advertising

4.3 Sale promotion

The township's facilities andamenities include: Commercial andoffice centres, International hospital

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

playgrounds,18-hole golf course

Customers who becomeresidents of ecopark canexperience all of the aboveservices at a cheaper price10%.

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

Direct mail: Informationabout Ecopark's

environmental campaigns,sale promotion

Direct personal selling:Focus on training

professional staff, besidesconsulting to buy

apartments, They willspread Ecopark's greenmessage to customers.4.2 Direct marketing

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.

5 Budget Determination5.1.Set tentative marketing communicationsbudget

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%

6 Evaluate promotional programresults/effectiveness

7 7.Conclusionn:

Ecoparkvangiang,2021 ‘Giới thiệu dự án Ecopark VănGiang’ [online].[Viewed:15 July 2021] Available from:http://www.ecoparkvangiang.com/

Mediaz.vn,2021 Ecopark – The Collection | Truyền thông ramắt BĐS cao cấp đầu tiên tại Ecopark [online].[Viewed: 15July 2021] Available from:

https://mediaz.vn/portfolio/ecopark-the-collection-truyen-Ecopark.city,2021 Lợi nhuận đều đặn vài trăm tỷ mỗi năm,những ai đang sở hữu Ecopark Group? [online].[Viewed:15July 2021].Available from: https://ecopark.city/tag/vihajico/

Bighomes.vn,2021 BigHomes đồng hành cùng tậpđoàn Ecopark lan tỏa thông điệp về cuộc sống xanh[online].[Viewed:15 July 2021].Available from:https://bighomes.com.vn/bighomes-dong-hanh-cung-tap-doan-ecopark-lan-toa-thong-diep-ve-cuoc-song-xanh.htm

Viên Nghiên cứu và Đào tạo Bất động sản | Nghiên cứu | Đàotạo 2019 Những phân khúc khách hàng trong bất động sản.Available from: http://tri.edu.vn/nhung-phan-khuc-khach-hang-trong-bat-dong-san-7723

vietnambiz 2021 Vì sao người trẻ ngày càng chuộngmua chung cư? [online] [Accessed 17 July 2021].Available at: <https://vietnambiz.vn/vi-sao-nguoi-tre-ngay-cang-chuong-mua-chung-cu-

2020111523200418.htm>

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

Huyen My,2016 Đại tiệc âm nhạc đúng nghĩa: "Ngày đó"có còn xa xôi? [online].[Viewed:20 July 2021] Availablefrom: https://soha.vn/dai-tiec-am-nhac-dung-nghia-ngay-do-co-con-xa-xoi-20160907184117116.htm

Bao chinh phu ,2018.‘Sân khấu sự kiện âm nhạc ngoàitrời’ lập kỷ lục Việt Nam [online] [Viewed: 20 July 2021].Available from: http://baochinhphu.vn/

Ngaynay.vn, 2021 Ecopark Marathon 2021 - Ngắm cungđường chạy giữa thiên nhiên 'siêu chất' trước giờ G

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

https://ngaynay.vn/ecopark-marathon-2021-ngam-cung-Báo Thanh Niên 2021 Sống xanh - Xu hướng tất yếuvà bền vững Available at: <https://thanhnien.vn/tai-chinh-kinh-doanh/song-xanh-xu-huong-tat-yeu-va-ben-vung-1413709.html>

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>

<https://baotainguyenmoitruong.vn/tai-sao-gioi-tre-VietNamNet 2019 Lý do Ecopark ngày càng hấp dẫn nhà đầutư Available at: <https://vietnamnet.vn/vn/bat-dong-san/ly-do-ecopark-ngay-cang-hap-dan-nha-dau-tu-619474.html>

Statista 2021 Vietnam: popular social media in 2018 | Statista.Available at:

<https://www.statista.com/statistics/941843/vietnam-leading-platforms/#:~:text=The%20number%20of%20social%20network,to%20inquire%20about%20brand%20services.>

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

<https://thanhnien.vn/tai-chinh-kinh-doanh/khach-xep-hang-ca-1288166.html>