Planning sale communication for xuan mai complex project

Cohort 2016 – 2018 Master’s Thesis By Do Hoai Thu PLANNING SALE COMMUNICATION FOR XUAN MAI COMPLEX PROJECT Supervisor: Dr Hanoi, August 2018 Nguyen Thi Hong Hanh ACKNOWLEDGMENT To complete this thesis, I would like to give deep gratitude to my supervisor Dr Nguyen Thi Hong Hanh and her enthusiastic guidance during writing the graduation report I would also like to thank International School - Vietnam National University, Nantes University for useful supports during studying and researching to complete this paper This course has equipped and improved and added a lot of knowledge about the different areas In addition, the course also helps me to have a relationship, have the opportunity to share information and learn from other students in the program I am pleased to gratitude my directors, colleagues and customers of Xuan Mai investment and construction Corporation for their enthusiastic support and creating favorable conditions for me to have more useful information to complete thesis Finally, I would like to send many thanks to my family and friends, who inspired and supported me to write this thesis Sincere thanks Author Do Hoai Thu ii ABSTRACT The study on “Planning sale communication for Xuan Mai Comppex project” aim to clarify the factors that affect the purchase decision of the apartment of the customers and set up communication plan for sale at Xuan Mai Complex project – the new real estate project of Xuan Mai Corporation It was conducted base on results of a research market and an investigation to evaluate the factors affecting consumer buying decision of apartment The study used both qualitative and quantitative methods with in-deep interviews and a questionnaire to assess customer awareness about Xuan Mai brand, their satisfaction and loyalty with this real estate brand There were 300 participants who are current customers and potential customers of Xuan Mai corp took part in the survey The result showed that Xuan Mai's brand is known to the majority of customers in the region The factors reasonable price and good reputation of the investor have got the most impact on customer satisfaction and their choosing Xuan Mai products However more than half of respondents evaluate Xuan Mai’s quality of management service in normal level From these study results, a communication plan is proposed to enhance sale performance for Xuan Complex project in the year 2018 The marketing plan was divided into certain phases and stages with detail items and their budget include PR online newspapers, advertising campaigns on banner online, LCD-frame in elevator, social ads, direct marketing and events A part sale result of this plan was denoted with significant increase in sale from the fourth quarter 2017 to the second quarter 2018 The result of analysis shows that the most important factor affecting intention to use and buy is Quality of the house Other factors that influence to intention include quality of service and complete qualit y management and operation service of project Other factors showed insignificant influence to intention to use iii Table of content ACKNOWLEDGMENT ii ABSTRACT iii Table of content iv List of figure and tables vii Abbreviations viii INTRODUCTION CHAPTER THE RATIONALE OF MARKETING IN ENTERPRISE 1.1 Marketing mix (4P) 1.2 The role of communication strategies 1.3 Factors affecting communication in marketing 1.3.1 Characteristics of the real estate product 1.3.2 Characteristics of the real estate market 1.3.3 The company’s budget for marketing communication strategies 1.3.4 The business production target of the company 1.3.5 Consumer behavior and purchase motivation 1.3.6 Competitors of the company 1.4 Process of marketing communication 1.4.1 Identify the target audience 1.4.2 Define the communication objectives 1.4.3 Designing the media message 1.4.4 Select the communication channels 1.4.5 Allocate communication budget 1.4.6 Measure and control communication activities results 1.5 Communication tools in Marketing 10 1.5.1 Advertisement 10 1.5.2 PR 10 1.5.3 Sale Promotion 10 1.5.4 Direct sales 10 CHAPTER ENTERPRISE INTRODUCTION AND REAL SITUATION OF COMMUNICATION FOR ENTERPRISE IN GENERAL AND REAL ESTATE PROJECTS IN PARITICULAR IN RECENT YEAR 12 2.1 Enterprise introduction 12 iv 2.1.1 History of evolution and development, Organizational characteristics and business management system of the company 12 2.1.2 Functions and duties of the company 15 2.1.2.1 Business, distribution activities 15 2.1.2.2 Operation management activities 15 2.1.3 Characteristics of Marketing activities in the company 16 2.2 The status of marketing activities at the enterprise 17 2.2.1 Market overview 17 2.2.1.1 PESTEL analysis 17 2.2.1.2 Characteristics of Vietnam real estate market and the market of Hanoi western area 21 2.2.2 Analyses competitors the middle-class apartment segment and the position of Xuan Mai Corp on the market 23 2.2.2.1 Analysis competitors 23 2.2.2 Analysis of Xuan Mai's position in the mid-range apartment segment 30 CHAPTER RESEARCH ON FACTORS AFFECTING BUYING DECISION 32 3.1 Qualitative research 32 3.1.1 Qualitative research objectives 32 3.1.3 The qualitative research result 33 3.2 Quantitative research 35 3.2.1 Quantitative research objectives 35 3.2.2 Quantitative sample and questionnaires 35 3.2.3 Data Collection 35 3.2.4 The quantitative research result 36 3.2.4.1 Sample description 36 2.4.2 Factors affecting apartment buying decision of customers 38 3.2.4.3 Awareness of customers about Xuan Mai brand 46 3.2.4.3 Assess customers satisfaction and loyalty with Xuan Mai brand 47 3.2.4.4 The source that helps customer to aware about Xuan Mai Corp 49 3.2.5 Model analysis (Regression analysis) 50 CHAPTER PLANNING MEDIA FOR SALES AND SALES PERFORMANCE RESULTS OF XUAN MAI COMPLEX PROJECT, HA DONG, HA NOI 52 4.1 General marketing plan for sales of Xuan Mai Complex project 52 4.2 Detail Marketing plan for Xuan Mai Complex project 53 4.3 Sale results of Xuan Mai Complex project 57 v CHAPTER PROPOSE SOLUTIONS TO ENHANCE EFFICIENCY IN THE MARKETING 60 5.1 General comments on the marketing activities of the company 60 5.2 Propose solutions to enhance efficiency in marketing 60 CONCLUSION 62 REFERENCE 63 APPENDIX 65 vi List of figure and tables Table Pros and cons of Xuan Mai and competitors 27 Table 2 Overall assessment score of Xuan Mai and competitors 29 Table Customer’s expectation to buy an apartment 33 Table Affecting factors customer’s making decision of choosing apartment 34 Table The marketing plan 53 Table Sale results of Xuan Mai complex project 57 Table Sales results of three companies 58 Table 4 Xuan Mai Housing’s sales result 59 Figure Structure organization of Xuan Mai Corp 13 Figure 2 Structure organization of Xuan Mai real estate investment & business JSC .13 Figure Organization of marketing activities 16 Figure Vietnam GDP growth from 2010 to 2017 18 Figure Percentage of smart phone user 19 Figure Total number of sold apartment of Xuan Mai complex 58 Figure The number of sold apartment by the distributor 59 Chart Age and gender of survey’s respondents 36 Chart Working field 37 Chart 3 Monthly household income 37 Chart Apartment price 38 Chart Apartment price 38 Chart Apartment price by job 39 Chart Apartment price by income 39 Chart Apartment acreage 41 Chart Apartment acreage by income 41 Chart 10 Promotion, sale policies 42 Chart 11 Reputation of investor 42 Chart 12 Location, utility, infrastructure 43 Chart 13 Complete quality, management and operation service 44 Chart 14 Reasonable apartment design 44 Chart 15 Awareness of customers about Xuan Mai brand 46 Chart 16 Customer’s evaluation of Xuan Mai product 47 vii Chart 17 Evaluate customers liked to use Xuan Mai’s product 47 Chart 18 Evaluate customer loyalty 48 Chart 19 Reason for choosing Xuan Mai products 48 Chart 20 The channels help customer know about Xuan Mai corp 49 Picture ICID Complex project 23 Picture 2 The K-park project 24 Picture Mipec city view project 25 Picture Vesta project 26 Picture Xuan Mai Complex project 27 Abbreviations EPC Engineering Procurement and Construction XMH Xuan Mai real estate investment & business JSC (Xuan Mai Housing) XMC Xuan Mai Corp ICID Construction Investment and Infrastructure Development Limited Company MIPEC Military Petroleum Joint Stock Company VOV Voice of Vietnam viii INTRODUCTION The basis for the formation of research The real estate market in Vietnam is in the context of potential development 2016 and 2017 were the year witnessed the fierce competition of the real estate market When new types of real estate appear and develop, the demand and choice of customers increasingly strict, enterprises will have to enter the fierce competition So to keep and empower the enterprise in the market is very difficult.Therefore, the planning, strategies for business is always focused In that, have to mention marketing planning For that reason, I chose the subject “Set up communication plan for sales at Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company The research objectives The implementation of this research is aimed at two goals The first, clarifying the factors that affect the purchase decision of the apartment of the customers The second, setting up communication plan for sales at Xuan Mai Complex project – the new real estate project of Xuan Mai Structure of the research Chapter I: The rationale of marketing in enterprises Chapter II: Enterprise introduction and real situation of communication for enterprises in general and real estate projects in particular in recent years Chapter III: Research on Factors Affecting Buying Decision Chapter IV: Planning media for sales and sales performance results of Xuan Mai Complex project, Ha Dong, Hanoi Chapter V: Propose solutions to enhance efficiency in the marketing CHAPTER THE RATIONALE OF MARKETING IN ENTERPRISE 1.1 Marketing mix (4P) Kotler (2014) defined that marketing mix refer to a set of significant marketing tools that businesses use to achieve their goals in a chosen market Those tools are blended and combined together for creating the right marketing strategy that support businesses to cope with differences and changes in the marketplace For businesses, marketing mix keeps an important role in supporting them planning from a business development strategy, a market strategy to a competitive strategy [19] Based on these marketing mix activities that businesses can provide their information to outside and receive feedback about the business to be able to research and develop product strategies in a reasonable way Meting mix will help businesses change and adapt to the competition of other rivals, help businesses survive and develop in the market For customers, marketing mix helps them can receive information fully and accurately from the business, thereby evaluate and make the appropriate choice for their product and business operation Therefore marketing mix is simplistically defined as ‘putting the right product in the right place, at the right price, at the right time.’ Though this sounds like an easy enough propositions, a lot of hard work and research needs to go into setting this simple definition up It is most commonly executed through the P’s of marketing: Price, Product, Promotion, and Place In real estate marketing, a careful synergy of all four elements will make a property become more attractive prior to sale; it will appeal to buyers as realistically affordable, get ample exposure to the market through relevant channels and be well promoted [19] Product- house, apartment are big-ticket items that seem has to be attractive and meet potential buyer’s need or demand Similar other products they will follow a logical product life cycle and it is vital for marketers to understand and plan for the various stages and their unique challenges The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product need to be studied In addition, the potential buyers of the product need to be identified and understood Apartment prices are from 830 millions VND to 950 millions VND (with apartment 47 m2 – 49 m2), and from billion VND to 1,2 billion VND (with apartment 62 m2 – 68 m2), and average 1,5 billions VND (with apartment 80 m2) These types of apartments are rather suitable for most of customers in mid-range segment Therefore, this project come to market attracting the attention of many customers Before selling the project in October 2017, Xuan Mai ran the media from September 2017 to introduce the project to the market To promote the new project, Xuan Mai needs to cover the media on the channels, such as: PR articles on some big online newspapers (dantri.com, vnexpress.net, cafeF, batdongsan.com.vn,etc), online banner on some prestigious (vietnamnet, dantri, cafeF, vneconomy, etc) and an indispensable channel is facebook Besides, Xuan Mai often organize direct marketing activities, such as: - Organize big open sales ceremony every two months with high value rewards for customers - Organize small open sales ceremony every two week with small gift for customers - Use leaflets, street banner, and some types of publication for selling - Send SMS and other tools - Use positive communication tool is VOV channel Xuan Mai Corp is responsible to conducts overall communication on all major channels to cover project information everywhere, from online advertisement in the newspapers, reputable websites on real estate, to the direct marketing activities That aims to attract many customers, find out and come to Xuan Mai project As a result, distribution companies will communicate to their own small scale to collect customers, then approach, consult and sell the apartment 4.3 Sale results of Xuan Mai Complex project After Xuan Mai ran media, advertising, distribution companies very hard in sales activities, sales results as follows: Table Sale results of Xuan Mai complex project Number of sold apartment Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 March 2018 April 2018 May 2018 Jun 2018 Total number of sold apartment 22 33 49 52 73 328 252 97 68 Sold apartment rate (%) 2% 5% 10% 15% 23% 55% 80% 90% 97% Source: excel output 57 Figure Total number of sold apartment of Xuan Mai complex Source: excel output From the above figures show that: - From October 2017 to February 2018, the number of sold apartments increased slightly over the months - Especially, the number of sold apartments increased highest in March, April 2018 with 328, 252 apartments, it is the highest number of transactions for months - After months, amount of sales result achieved 97% total of apartments Xuan Mai Corp has three distribution companies: Dat Xanh, Phu Tai Land, Xuan Mai Housing Sales results of three companies as follows: Table Sales results of three companies The number of sold apartment by the distributors Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 March 2018 April 2018 May 2018 Jun 2018 Xuan Mai Housing 16 26 71 72 28 19 Dat Xanh 13 19 22 33 186 121 38 21 Phu Tai Land 11 14 25 14 71 59 31 28 Total 22 33 49 52 73 328 252 97 68 Source: Business Department of Xuan Mai corp 58 Figure The number of sold apartment by the distributor Source: Business Department of Xuan Mai corp Dat Xanh has highest sales result in companies because this is a big distribution company and had good sales force Dat Xanh sold 460 apartments of Xuan Mai Complex Phu Tai Land rank the second in three companies, total apartments sold by Phu Tai Land were 262 apartments Xuan Mai Housing is a distribution company of Xuan Mai Corp and it is a newest distribution company in three companies but Xuan Mai Housing’s sales result is rather good with 252 apartments Table 4 Xuan Mai Housing’s sales result Sold apartment Plan Result Rate (%) th 102 104 102 st 202 453 224 nd 303 417 138 rd Quarter 2018 303 4th Quarter 2018 98 Quarter 2017 Quarter 2018 Quarter 2018 Total 1008 974 Source: Author Xuan Mai Complex’s sales result is better than expected Especially, the result was 224% compared to the plan in the first quarter 2018, and 138% compared to the plan in the second quarter 2018 According to the plan, sale period is from October 2017 to December 2018 but the number of sold apartments achieved 974/1008 apartments (97% in Jun 2018) This is successful result, that is the combination between effective marketing activities and good distributors 59 CHAPTER PROPOSE SOLUTIONS TO ENHANCE EFFICIENCY IN THE MARKETING 5.1 General comments on the marketing activities of the company Xuan Mai Corp has no marketing department Therefore, Xuan Mai Corp has no professional PR activities to create the brand for Xuan Mai Customers know Xuan Mai through Xuan Mai projects have been implemented in the area of Hanoi Customers not know much about Xuan Mai through social activities, brand PR activities Most of current projects of Xuan Mai in Ha Dong district, some other areas in Hanoi, customers still not know much Xuan Mai brand Xuan Mai Complex is the first project planned and implemented by Xuan Mai Corp The marketing plan is approved by the Investment and Business Committee and then XMH will implement and monitor marketing activities Sales activities: XMH is a new company, a subsidiary of Xuan Mai Corp, who is in the process of organizing and perfecting the organization Therefore, Xuan Mai Corp has to hire more two distribution companies to sell the apartment with XMH company at Xuan Mai Complex The majority of customers also not know Xuan Mai investor has a distribution company - Xuan Mai Housing (XMH) 5.2 Propose solutions to enhance efficiency in marketing Xuan Mai is a prestigious company in the mid-range real estate market, Xuan Mai is known that the company has the leading construction technology, quality projects, always deliver the project on schedule, full project legal Xuan Mai has advantages in production, construction that many other competitors not have However, to Xuan Mai brand is known to more customers, more professional activities, I propose some solutions as follows: For Xuan Mai Corp (XMC): Xuan Mai should set up marketing department to make brand name, communication, PR, professional advertising for Xuan Mai in general and real estate projects of Xuan Mai in particular Add personnel for customer care department after sales At present, the workload of this department is overloaded so all staffs have not served thoughtfully to all customers 60 For Xuan Mai Housing (XMH): Build a better sales team in terms of quantity and quality The sales team of XMH has 15 people, while Phu Tai land has 50 people, Dat Xanh has 80-100 people This a big difference in personnel With a good team, XMH's business capabilities will be better, bringing better business results for the company Develop personnel training process, especially personnel of business department This team often communicates with customers so they need good training to bring prestige image of Xuan Mai to customers Promote XMH images for customers to know XMH is the direct distribution company of Xuan Mai Corp When Xuan Mai Corp and Xuan Mai Housing have positive changes in business management, Xuan Mai brand will spread to the market, build Xuan Mai image prestige in construction, professional in apartment distribution and customer service after sales 61 CONCLUSION Xuan Mai is an enterprise with strength in concrete production and construction With 34 years of experience, Xuan Mai has built many quality projects in many provinces and cities of the country Up to now, Xuan Mai wants to professionalize production and business, therefore the establishment of XMH is the last link in the chain of business production of Xuan Mai Xuan Mai is a reputable company in the field of construction but business activities, distribution of real estate is a new business Xuan Mai Complex is the first project Xuan Mai made directly from advertising, media to distribution of products From the customer demand survey, the factors that affect the decision to buy a home, Xuan Mai understands the target customers of Xuan Mai and the needs of many customers when buying a house Since then, Xuan Mai has planned the overall marketing for the project and developed sales plans for Xuan Mai Complex Sales results of Xuan Mai Complex project has been more successful than expected, the apartments were sold far exceeded the plan This success comes from three main reasons: first is the reputation of the investor, second is the marketing plan in line with the trend, the third is the good capacity of three distribution companies Longterm strategic objectives of Xuan Mai is to build a strong XMC system and professional XMH in real estate business Xuan Mai will continue to implement many projects in the coming time With the capacity of this business, Xuan Mai will develop further, especially in the real estate business From above analysis, there are some critical factors influence to the intention to use, intention to purchase, especially in apartment design The communication message from the company (Xuan Mai) to their customers should focus on quality, design to increase their customer intention to purchase 62 REFERENCES Aalbers M.B (2008), The Financialization of Home and the Mortgage Market Crisis Competition & Change, 12 (2), 148–66 Annual report of Xuan Mai Corp from 2012-2017 Ball M (1998) Institutions in British Property Research: A Review, Urban Studies, 35, 1501–1517 Beauregard R (1994), Capital Switching and the Built Environment: United States 1970-89, Environment and Planning A, 26, 715-732 Bolay J.-C (2006), Slums and Urban Development: Questions on Society and Globalisation, The European Journal of Development Research, 18/2, 284-298 Brenner N and Theodore N (2002), Cities and the Geographies of “Actually Existing Neoliberalism”, Antipode, 34, 349-379 Butler, T (2007), Re-urbanizing London Docklands: Gentrification, Suburbanization or New Urbanism, International Journal of Urban and Regional Research, 31, 759-781 Charney I (2001), Three Dimensions of Capital Switching within the Real Estate Sector: A Canadian Case Study, International Journal of Urban and Regional Research 25 (4), 740-58 Corpataux J., Crevoisier O and Theurillat T (2009), The Expansion of the Finance Industry and its Impact on The Economy: A Territorial Approach Based on Swiss Pension Funds, Economic Geography, 85 (3), 313-334 10 Crevoisier O (2011), Beyond Territorial Innovation Models: The Pertinence of the Territorial Approach, Regional Studies, online version 11 Development: Linking Public Pension Funds to Urban Revitalisation, Community Development Investment Review, 3, 45-65 12 Duncan S and Rowe A (1993), Self-provided Housing: The First World's Hidden Housing Arm Urban Studies, 30, 1331-1354 13 Haila A (1991) Four Types of Investment in Land and Property, International Journal of Urban and Regional Research 15, 343–65 14 Hagermann L., Clark G L and Hebb T (2007), Investment Intermediaries in Economic 15 ICID’ annual report 2017 63 16 Kimberly Amadeo (2018) Real Estate, What It Is and How It Works - Four Types of Real Estate An article post on website www.thebalance.com 17 Halbert L (2004), The Intrametropolitain Decentralization of Business Services in the Paris Region: Patterns, Interpretation, Consequences, Economic Geography, 80 (4), 381-405 18 Hai Phat investment JSC’s annual report 2017 19 Kotler, P and Keller, K (2014) Marketing Management 15th Edition, Prentice Hall, Saddle River 20 Jamie McAinsh (2016) How to budget for marketing communications? An article on website http://www.themarketingclan.com/blog 21 Lawson T (1997), Economics and Reality, London and New York: Routledge 22 Markowitz H (1959), Portfolio Selection: Efficient Diversification of Investments, London: J.Wiley 23 Mipec’s annual report 2016 24 Nielsen Vietnam smart phone insight report Q4 2017 25 Poggio T (2012), The Housing Pillar of the Mediterranean Welfare Regime Relations between Home Ownership and Other Dimensions of Welfare in Italy In Ronald R and Eslinga M (eds): Beyond Home Ownership Housing, Welfare and Society, London: Routledge, 51-67 26 The K-park’s annual report 2016 27 Zkjadoon (2015) Explain the Marketing Communication Process in Detail An article post on website www.businessstudynotes.com/marketing 28 National general Statistics Office (2017) Annual report from 2010-2017 64 APPENDIX Vietnamese version Interview guideline Ngày khảo sát: / /2018 Em chào anh/ chị Cơng ty em mong muốn ngày hồn thiện sản phẩm hộ chung cư để đáp ứng nhu cầu khách hàng nên em xin phép hỏi ý kiến anh/ chị số nội dung không ạ? Câu 1: Anh/ chị quan tâm tìm hiểu muốn mua hộ nào?  Giá trị hộ  Giá trị hộ ≤ tỷ đồng  Giá trị hộ tỷ đồng – 1,2 tỷ đồng  Giá trị hộ 1,3 tỷ đồng – 1,5 tỷ đồng  Giá trị hộ ≥ 1,8 tỷ đồng  Diện tích hộ  Diện tích 45 m2 – 55 m2 (2 phịng ngủ, wc)  Diện tích 60 m2 – 70 m2 (2 phòng ngủ, wc)  Diện tích 80 m2 – 85 m2 (3 phịng ngủ, wc)  Diện tích ≥ 90m2 (3 Phịng ngủ, 2-3 wc) Câu 2: Theo anh/ chị, yếu tố ảnh hưởng đến việc định chọn mua nhà anh/ chị? Anh/ Chị vui lịng tích vào yếu tố Trong yếu tố vui lịng chọn yếu tố quan trọng cách khoanh vào số ô bên phải theo thứ tự quan trọng số 4, quan trọng số 3, quan trọng số 2, khơng quan trọng số 1)  Giá bán hộ  Chương trình khuyến mãi, sách bán hàng  Uy tín chủ đầu tư  Vị trí dự án, tiện ích, hạ tầng dự án  Chất lượng hoàn thiện, chất lượng dịch vụ quản lý vận hành chung cư  Thiết kế hộ hợp lý  Khác Câu 3: Lĩnh vực nghề nghiệp anh/ chị ạ? 65  Khối Hành chính, văn phịng, kinh doanh doanh nghiệp  Lao động tự Câu 4: Thu nhập hộ gia đình anh/ chị ạ?  10 triệu – 15 triệu VNĐ/ tháng  >15 triệu – 20 triệu VNĐ/ tháng  > 21 triệu VNĐ/ tháng Câu 5: Thông tin khách hàng Họ tên khách hàng: Số điện thoại: Độ tuổi:  20 – 35 tuổi  36 – 45 tuồi Giới tính:  Nam  Nữ 66  Trên 45 tuổi English version Interview guideline Hello, We are expect to improve the quality of our apartments to meet customer needs of customers, so may I ask you some questions? Q1: How you find out and want to buy an apartment? Apartment price (VND) Apartment price ≤ billion VND Apartment price billion VND – 1,2 billion VND Apartment price 1,3 billion VND – 1,5 billion VND Apartment price ≥ 1,8 billion VND Apartment acreage Acreage 45 m2 – 55 m2 (2 bedrooms, toilet) Acreage 60 m2 – 70 m2 (2 bedrooms, toilets) Acreage 80 m2 – 85 m2 (3 bedrooms, toilets) Acreages ≥ 90m2 (3 bedrooms, toilets) Q2: According to you, what are important factors for you to make decision of choosing apartment? You kindly give score for these factors from to (1 = Not important, = Less important, = Important, = Very important) Apartment price Promotions, sales policies Reputation of investor Location, utility, infrastructure of the project Complete quality, management and operation service of project Reasonable apartment design Others Q3: What is your career field? Administration, office, business… at the enterprise Free labor Q4: Monthly household income (VND)? 10 millions – 15 millions VND >15 millions – 20 millions VND > 21 millions VND Q5: Customer information Your name: .Mobile phone: Age: Gender: 20 – 35 years old Male 36 – 45 years old Female 67 > 45 years old Vietnamese version QUESTIONNAIRE BẢNG CÂU HỎI DÀNH CHO KHÁCH HÀNG ĐANG TÌM HIỂU MUA CĂN HỘ KHU VỰC HÀ ĐÔNG, HÀ NỘI Ngày khảo sát: / /2018 Em chào anh/ chị Cơng ty em mong muốnngày hồn thiện sản phẩm hộ chung cư để đáp ứng nhu cầu khách hàng nên em xin phép hỏi ý kiến anh/ chị số nội dung không ạ? Câu 1: Anh/ chị biết đến công ty CP Đầu tư xây dựng Xuân Mai chưa ạ?  Chưa  Đã biết Câu 2: Anh/ chị thuê/ mua hay có người thân gia đình thuê/ mua nhà thuộc dự án Xuan Mai Corp chưa ạ?  Chưa  Đã biết Câu 3: Nếu anh/ chị sử dụng nhà thuộc dự án Xuân Mai, anh/ chị đánh chất lượng nhà Xuân Mai ạ? (Anh/ chị đánh giá theo thang điểm từ đến với = tồi, = tồi, = bình thường, = tốt) Chất lượng hoàn thiện hộ bàn giao Chất lượng dịch vụ quản lý vận hành Câu 4: Theo anh/ chị, yếu tố ảnh hưởng đến việc định chọn mua nhà anh/ chị? Anh/ Chị vui lịng tích vào yếu tố Trong yếu tố vui lịng đánh giá mức độ quan trọng yếu tố cách khoanh vào số ô bên phải theo thứ tự quan trọng số 4, quan trọng số 3, quan trọng số 2, khơng quan trọng số 1) Giá bán hộ Chương trình khuyến mãi, sách bán hàng Uy tín chủ đầu tư Vị trí dự án, tiện ích, hạ tầng dự án Chất lượng hoàn thiện, chất lượng dịch vụ quản lý vận hành chung cư  Thiết kế hộ hợp lý  Khác 68 Câu 5: Anh/ chị quan tâm tìm hiểu muốn mua hộ nào?  Giá trị hộ  Giá trị hộ ≤ tỷ đồng  Giá trị hộ tỷ đồng – 1,2 tỷ đồng  Giá trị hộ 1,3 tỷ đồng – 1,5 tỷ đồng  Giá trị hộ ≥ 1,8 tỷ đồng  Diện tích hộ  Diện tích 45 m2 – 55 m2(2 phịng ngủ, wc)  Diện tích 60 m2 – 70 m2 (2 phịng ngủ, wc)  Diện tích 80 m2 – 85 m2 (3 phòng ngủ, wc)  Diện tích ≥ 90m2 (3 Phịng ngủ, 2-3 wc) Câu 6: Lý anh/ chị lựa chọn thuê/ mua hộ chung cư thuộc dự án Xuân Maiạ?(có thể lựa chọn câu trả lời)  Uy tín chủ đầu tư  Giá bán hộ hợp lý  Chất lượng hoàn thiện hộ đảm bảo  Thiết kế hộ hợp lý Câu 7: Anh/chị có muốn tiếp tục thuê/ mua hộ Xuân Mai không (dành cho khách hàng thuê mua chưa thuê mua)  Không thuê/ mua hộ Xuân Mai  Tiếp tục thuê/ mua hộ Xuân Mai Câu 8: Lĩnh vực nghề nghiệp anh/ chị ạ? Khối Hành chính, văn phòng, kinh doanh doanh nghiệp  Lao động tự Câu 9: Thu nhập hộ gia đình anh/ chị ạ?  10 triệu – 15 triệu VNĐ/ tháng >15 triệu – 20 triệu VNĐ/ tháng > 21 triệu VNĐ/ tháng Câu 10: Anh/ chị biết đến dự án Xuân Mai Corp qua kênh nào?  Báo in (1)  Quảng cáo qua website (6)  Báo mạng (2)  Standee quảng cáo ngân hàng (7)  Qua diễn đàn (3)  Gia đình/ bạn bè/ người quen (8)  Banner quảng cáo internet (4)  SMS (9)  Quảng cáo facebook (5)  VOV (10)  leaflets (11) Câu 11: Thông tin khách hàng Họ tên khách hàng: Số điện thoại: Độ tuổi:  20 – 35 tuổi  36 – 45 tuồi Giới tính:  Nam  Nữ 69  Trên 45 tuổi Englishversion QUESTIONNAIRE (For customers want to buy an apartment in Hadong and Haoi ) Hello, We are expect to improve the quality of our apartments to meet customer needs of customers, so may I ask you some questions? Question Do you know Xuan Mai real estate investment & business JSC?  Yes  No Question Have you ever been rent/bought an apartment of Xuan Mai project?  Yes  No Question If yes, How you evaluate the apartment quality of Xuan Mai Housing (point scale from = very poor to = good)  quality of the complete apartment handover  quality of management service Question According to you, what are important factors for you to make decision of choosing apartment? You kindly give score for these factors from to (1 = Not important, = Less impportant, = Important, = Very important)  Apartment price  Promotions, sales policies  Reputation of investor  Location, utility, infrastructure of the project  Complete quality, management and operation service of project  Reasonable apartment design  Other Question How you find out and want to buy an apartment? Apartment price (VND) Apartment price ≤ billion VND Apartment price billion VND – 1,2 billion VND Apartment price 1,3 billion VND – 1,5 billion VND Apartment price ≥ 1,8 billion VND 70 Apartment acreage Acreage 45 m2 – 55 m2 (2 bedrooms, toilet) Acreage 60 m2 – 70 m2 (2 bedrooms, toilets) Acreage 80 m2 – 85 m2 (3 bedrooms, toilets) Acreages ≥ 90m2 (3 bedrooms, toilets) Question Why you choose/buy apartment of Xuan Mai project? (tick more than one option)  Reputation of investor  Reasonable apartment price  Quality of the complete apartment handover  Reasonable apartment design Question Are you going to rent/buy Xuan Mai apartment?  Not rent/buy Xuan Mai apartment  Will rent/buy Xuan Mai apartment Question 8: What is your career field? Administration, office, business… at the enterprise Free labor Question 9: Monthly household income (VND)? 10 millions – 15 millions VND >15 millions – 20 millions VND > 21 millions VND Question 10: what channels you know about Xuan Mai project?  printed newspaper (1)  online newspaper (2)  forum (3)  online banner (4)  facebook (5)  website (6)  Standee in the bank (7)  family/friend/acquaintance (8)  SMS (9)  VOV (10)  leaflets (11) Question 11 Customer information Your name: .Mobile phone: Age: Gender: 20 – 35 years old Male 36 – 45 years old Female 71 > 45 years old ... 50 CHAPTER PLANNING MEDIA FOR SALES AND SALES PERFORMANCE RESULTS OF XUAN MAI COMPLEX PROJECT, HA DONG, HA NOI 52 4.1 General marketing plan for sales of Xuan Mai Complex project 52... segment Xuan Mai Corp has have many projects in Vietnam, specially in Ha Noi In Ha Dong district, Xuan Mai had six projects, Xuan Mai Complex is the eighth project here All Xuan Mai? ??s projects... Departments Xuan Mai design consultancy JSC Xuan Mai concrete one member limited liability company Xuan Mai Dao Tu JSC Xuan Mai transport mechanic JSC Source: HR Department of Xuan Mai Corp 13 Xuan Mai