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

Integrated marketing Communication

Program

TABLE OF CONTENTS

Introduction 1.1 Company 1.2 Objectives 1.3 Products1

Analysis of Promotional Program Situation

2.1.1 Internal Analysis

2.1.2 External Analysis

2.1.3 Agency evaluation and selection Review of

previous program results

2.1

2.2

External analysis 2.2.1 Consumer behavior analysis 2.2.2 Market segmentation and target marketing Market positioning.

Analysis of Promotional Program Situation

3.1 Analyze receiver’s response processes

3.3 Analyze source, message, channel factors.

3.2 Establish communication goals and objectives

3

5.2.Allocate tentative budget

Evaluate promotional program results/effectiveness

5

6

1.1.Company

In 2003, a group of

investors, with enthusiasm

and successful experience in

many business fields,

decided to establish Viet

Hung Urban Development

and Investment Joint Stock

Company (Vihajico) The

birth of the company is

associated with the mission

of building the first functional

ecological urban area in

Vietnam following the trend

of modern urban

development of countries

around the world: Ecopark

urban 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 hasreached 110 hectares, ensuring a green and fresh life in

urban areas (ecopark.city, 2021)

Location: Ecopark is planned to the southeast of Hanoi city,located in Van Giang district, Hung Yen province, adjacent toBat Trang pottery village, 12.8 km from the center of Hanoi

capital

Total project area:

499.07ha In which, the

spatial planning of the

Commercial, tourist and

service land: 111.18ha

divided into 9 phases in 20

years Expected completion

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 trend

of Green Real Estate

2.Analysis of Promotional Program Situation2.1.1 Ecopark board of directors:

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 Music

Festival organized by Vietnam Translation Corporation Telecommunications Service VNPT VinaPhone and Ecopark jointly organized (Chinhphu.vn, 2018).

In December 2015, at Eco Park, 15,000 music-loving audiences were fully immersed

in art "The King of Trance" had an impressive performance night with world-class sound 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 "running

in the middle of nature" held on the occasion of Hung Kings Anniversary, attracting 2,000 participants (Ngaynay.vn, 2021).

On January 11, 2020, at the Swan Lake Park - Ecopark, the Ballet of Swan Lake jointly 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, wide relationship and abundant financial

resources show that Ecopark have strong ability to launch promotional program.

High-end real estate product line and high-class

shophouses and garden apartments.

Large area from 150-200 + with unique design

Owning a beautiful view of the lake and golf course The land use tax in the province will be much lower than

in Hanoi, so it will save investment costs

There are almost no houses in the study area, so

investment costs for site clearance are low (mediaz, 2020)

Well located (ecopark.city, 2021)

25 minutes to the center of Hanoi

22 minutes to My Dinh Center

25 minutes to Noi Bai International Airport

2.1.3 Agency evaluation and selection

and Review ofprevious program results

Weakness:

Location: Located in Ecopark, and according to

customer's thinking, the area

Ecopark is about 15km from the center of Hanoi.

Large area, not easy to sell.

The public transport system is still weak, the main road leading to the project is currently dyke 195 (narrow road, bad road surface).

According to the planning of Hanoi until 2020, the project located below the Red River overpass on the ring road 3.5 will lead to noise and dust, so it is difficult to

implement 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 as raising the foundation to prevent future flooding will cost more.

The land is located outside the river, so building

apartments and high-rise buildings will be expensive (mediaz,2020)

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

Customers are not used to the trade-off between geographical distance, location with clean, pollution-free air and a civilized and cultural community.

Projects need large investment capital The project scale is smaller than Ecopark, the utilities will be less, so it needs special highlights, flexible products or attractive sales policies

Opportunities:

The high-end real estate market is

being absorbed well

Foreign potential customers are

increasing day by day

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 The priority of customers who buy apartments is also green areas So green apartments are the target of young real estate buyers today At the same time with the epidemic environment of Covid-19, more and more customers care about their health and care about green apartments (Thanhnien Newspaper, 2021) According to Vietnamnet (2019), customers come to Ecopark mainly from green lifestyle and convenience It is suitable for Gen Z and Gen Y generations who are asking for green and convenient living space.

Buying Behaviour

Ecoparks customers make high involvement and high habituation decisions when purchasing Ecopark departments As a result, customers develop a loyalty to the brand and what it means to them Based on customer loyalty, Ecopark focuses on advertising to show customers its obvious strengths such as green space, convenience, spaciousness, and beauty to continue to attract its customers For example, in 2020 when Sky Oasis Ecopark opens for sale, the number of people queuing up to

2000 and more because they want to buy an Ecopark apartment for a green, clean and beautiful lifestyle and also for the benefit of the family Many customers queue to buy an apartment because they already have one and expect to buy another one for their family members Some other reasons are that people who have been to an acquaintance's house in Ecopark all want to buy a house in this place (Thanhnien Newspapers,2020).

Market positioning

Ecopark will be shaped by extremely outstanding featuresand are also important factors that make customers come to

it Customers are people who want to settle down in life and

a 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 strength

of 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 considered

reasonable even cheap, so the price problem is not to worryabout

Marketing Segmentation

For this campaign, we decided to use demographic

segmentation, which is dividing the market by

factors like age, sex, income, and social class

Particularly, the decided market for the campaign is

people in the age of 25 to 35 , preferably those who

live in Vietnam urban areas The market consists of

Generation Y and Z

3 Analysis of Communication

Process3.1 Analyze receiver’s response processes

Apartment- Real estate is a high-priced product that

requires a high level of experience and feeling before

making 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

Attractiveness: has great appeal to those who value

comfortable 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 forecasted

to 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

100,000 discussions with hashtag

#GOGREENGOECOPARK

The number of visitors to the Ecopark raise

by 25%

The number of visitors to the website

increased and the number of 30% increase

in clicks

The number of customers buy apartments inEcopark increase 15%

Qualitative goalsKeep continue with company message

"THÀNH PHỐ XANH TƯƠI - CUỘC ĐỜI

TRỌN 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, expand

markets and drive sales

4 Developing integrated marketing

communications program

4.1 Advertising

4.3 Sale promotion

The township's facilities and amenities include: Commercial and office centres, International hospital

International school, Chadwick International, International university, British University Vietnam (BUV), Themed old town,Cinemas,Clubhouse area, Swimming pools, Tennis courts, Gyms,Parks,Children's

playgrounds,18-hole golf course

Customers who become residents of ecopark can experience all of the above services at a cheaper price 10%.

Moreover, Customers who buy apartments in the above 4 months will be provided with free eco-friendly furniture (tables and chairs, kitchen tools) by ecopark

Direct mail: Information

apartments, They will

spread Ecopark's green

message to customers.

4.2 Direct marketing

With a segment of customers

aged 30 and over, with stable

income With the product

characteristics of the

apartments, buyers have to

spend a lot of time thinking

and learning Direct mail and

direct personal selling would

work 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 program

results/effectiveness

7 7.Conclusion n:

Ecopark.city 2021 Tổng quan dự án Ecopark [online].

[Viewed: 15 July 2021] Available

Ecoparkvangiang,2021 ‘Giới thiệu dự án Ecopark Văn

Giang’ [online].[Viewed:15 July 2021] Available from:

http://www.ecoparkvangiang.com/

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

thong-ra-mat-bds-cao-cap-dau-tien-tai-ecopark/

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:15 July 2021].Available from: https://ecopark.city/tag/vihajico/

Bighomes.vn,2021 BigHomes đồng hành cùng tập

đoàn Ecopark lan tỏa thông điệp về cuộc sống xanh

[online].[Viewed:15 July 2021].Available from:

https://bighomes.com.vn/bighomes-dong-hanh-song-xanh.htm

cung-tap-doan-ecopark-lan-toa-thong-diep-ve-cuoc-Viên Nghiên cứu và Đào tạo Bất động sản | Nghiên cứu | Đào tạo 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: ngay-cang-chuong-mua-chung-cu-

<https://vietnambiz.vn/vi-sao-nguoi-tre-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:

duong-chay-giua-thien-nhien-sieu-chat-truoc-gio-g-

https://ngaynay.vn/ecopark-marathon-2021-ngam-cung-post106422.html

Báo Thanh Niên 2021 Sống xanh - Xu hướng tất yếu

và bền vững Available at: chinh-kinh-doanh/song-xanh-xu-huong-tat-yeu-va-

<https://thanhnien.vn/tai-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 :

<https://baotainguyenmoitruong.vn/tai-sao-gioi-tre-

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

VietNamNet 2019 Lý do Ecopark ngày càng hấp dẫn nhà đầu

tư Available at: ecopark-ngay-cang-hap-dan-nha-dau-tu-619474.html>

<https://vietnamnet.vn/vn/bat-dong-san/ly-do-Statista 2021 Vietnam: popular social media in 2018 | <https://vietnamnet.vn/vn/bat-dong-san/ly-do-Statista Available at:

social-media-

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

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

cay-so-de-xem-nha-mau-va-mua-nha-tai-ecopark-

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