- Hospitality - Real Estate - Marketing Sales: - Hospitality - Real Estate - Marketing Manager: - Hospitality - Real Estate - Marketing

1. Marketing Plan for New Limited
Ownership Apartment in Vietnam
Presented by: Nguyen Anh Tuan, MA
Consultancy Project - 12/2010

2. AGENDA
Chapter 1: Executive Summary.
Chapter 2: Analyze the current external and internal situation.
Chapter 3: Research & analyze markets and customers.
Chapter 4: Determine segmentation, targeting and positioning.
Chapter 5: Set marketing plan objectives and direction.
Chapter 6: Plan marketing strategies, programs and support.
Chapter 7: Integrated Marketing Communication Strategy.
Chapter 8: Evaluation and Monitoring.

3.  The need of housing in HCMC is very huge, but the price set is too high
for almost people here.
 The real estate market is in condition of “fever” or “cool” is not because
of market principles but because of government regulation.
 There are a withdrawn of speculators and short term investors which
accounted for 40-60% of purchasers after 71 Decree effective.
 There are an oversupply for mid & high-end apartment in HCMC due to
some uncertainty economic matters and regulation.
 Low-end segment is sold well due to its affordable price setting can skim
genuine purchasers.
 Some project postponed in HCMC due to new legislation to compensate
& land use fee follow market price.
 Freehold is the most ownership in Vietnam and “people” ownership
under government administration
 Limited ownership is not familiar with almost people here and
diversified ownership is government focus in their policy in near future
EXECUTIVE SUMMARY

4. SUPPLY & DEMAND TREND
 12 new projects with total primary supply has reach
approximately 17,000 units, increase70% year on year.
 Grade C projects still dominate the market with
more than 80% of the primary supply.
 The secondary supply rose to approximately
55,000 units, 8% increase compared to the last
quarter and 25% year on year.
 About 3,000 units were absorbed in Q4, 2010, a 30% decrease from
the last quarter and a 10% decrease y-o-y. 63% of apartments sold
(approximately 1,900 units) were below US$ 1,000 per square
meter.
 In the next several quarters, the market expected to recover, but an
at a slow pace. Affordable pricing will be the market trend since
they meet the real accommodation demand of the population.
4

5. MARKETING RESEARCH
5
 Research methodology: Qualitative &
Quantitative:
 Samples:
 Focus Group: 2 groups
Group 1: 12 people aged from 26 -36
Group 2: 8 people aged from 46-56
 Questionnaire Survey: internet
Qualified Sample:
No of responses: 192
Qualified responses: N=128
Real Pics taken in Focus Group in Palace Hotel Saigon

6. MARKET RESEARCH – KEY FINDINGS
Table 3: Q3_Maried_Status
Freq. %
Valid
%
Cum.
%
Valid Married 90 46.9 70.3 70.3
Single 38 19.8 29.7 100.0
Total 128 66.7 100.0
Missing System 64 33.3
Total 192 100.0

7. RESEARCH - KEY FINDINGS
• 70.5% people can afford to buy apartment below
1.5 mil vnd
• 78% prospects are agreed to make buying decision
below 3 months
• Just only 2% said that they took over 6 months for
home buying.

8. RESEARCH - KEY FINDINGS
This means that 71.9%
interested in buying apartments
in general.
Just only 16.3% show their
opinions are not interested and
not interested at all
Apartment Buying Interested Level
 64.1% show their interested in limited ownership
apartment.
 If compared to qualified samples, this rate is 46%, this
is a high rate of interest for a new product.
 71.2% willing to purchase if price is down 30%-35%
compare to similar products but permanent ownership
 8.5 % willing to paid if price down to 20%
Limited Ownership ApartmentNormal Apartment
Customers willing to purchase Limited
Ownership Apartment if product offer is
ATTRACTIVE !

9.  Apartment size come up with financial
conditions and needs of customers
 Customer show their concern on rational
design & using function in line with
customer need
RESEARCH - KEY FINDINGS
The most concern of the people who are
interested in buying limited ownership apt
is not depreciation of value or qualities of
services but the developer reputation and
legal status

10. CỘNG HÒA GARDEN
05/18/14 10
 Location: 20 Cong Hoa, Tan Binh District
 Project Size: 30,000 m2
 Type of development: Mix Used (Retail, Apartment, and Offices)
 GFA: 150,000 sqm for total development
 Total development
Apartment:126,830 sqm; Retail: 13,027 sqm;
Office: 10,143 sqm.
 Phase 1: 52,765 m2for apartment, retail and office for lease.
 Apartment: 216 units (17,534 m2 )

11. SWOT ANALYSIS-CONG HOA GARDEN
STRENGTHSSTRENGTHS WEAKNESESSWEAKNESESS
OPPORTUNITIESOPPORTUNITIES THREATHSTHREATHS
 Location.
 Larger scale development: “Green”
concept
 Main Contractor: Cofico
 Competitive price offers & Flexible
payment schedule.
 Solid ground land
 Legislation status.
 New concept product development.
 Network distribution
 Limited potential database.
 Developer reputation
 Unstable Macroeconomic economic:
interest rate, mortgages, CPI, etc.
 Uncertainty legislation in Vietnam
 Vietnamese buying pattern
 Real estate market is still stagnant.
 New Entrant in the market
11

12. OBJECTIVES
 Marketing Objectives:
 Building brand awareness of Cong Hoa
Garden as a top of mind & preferences as
a value for money property product.
 Launching successful phase 1 to create
lever for the next phase development.
 Financial Objectives:
 Achieving sales target of 259,845,581
thousands vnd for products launching
within 2 year.
 Make sure that budget is spending
effectively & efficiency .
 Social Objectives:
 Create new housing products &
transforming communities to contribute &
create new face for development of Tan
Binh District

13. 13
SEGMENTATION & TARGETING
 Age: 26-35 years old, Single or Marriaged
 S.Class: B, B+
,
 College graduation
 Position: Specialist, Intermediate or senior
manager
SEG. INSIGHT DESCRITION
Seg. A
Seg. B
 Age: 36 – 45 year old
 Marriage couple having children(s)
 Social class: B,B+, A
 Position: Inter –Senior or higher
management
Seg. C
Seg. D
 Rich provincial family whose children
are studying in HCMC.
 OV or Expats who working in HCMC
 Age: 46 -56
 Social class: B,B+,A, A+
 Position: High level management
Factors
Seg.
A
Seg.
B
Seg.
C
Seg.
D
Opportunity 9 7 6 3
Environment 7 7 5 4
Reach & Response 8 7 5 7
Internal consideration 7 7 7 5
Total Score 31 28 23 19
SegmentationSegmentation
TargetingTargeting

14. Price vs Convenience
10,000
15,000
20,000
25,000
30,000
35,000
40,000
40 45 50 55 60 65 70 75 80 85 90 95 100
Convenience
PricePositioning Map
Saigon Airport
Plaza
Central Plaza
Luxury Tower
Phu Nhuan
Harmona
Bau Cat 2
Ruby Garden
584 Lilama
Phu Thanh
Phu Long
Nam Minh Long
Lotus Garden
19 Cong Hoa
Milano Apt
Carillon Apt
14
Cong Hoa Garden
Positioning Statement:
“For specialists, intermediate and senior management who are working in Ho Chi Minh City having
a need of housing for living or investment, Cong Hoa Garden is a residential complex inspired by a
balanced environment as a garden in busy city in which to live while still enjoying the advantages of
modern lifestyle because it is developed on master plan that addressed the elements of Live-Work-
Play concept”.

15. Product Strategy
Product 1 :
1 Bed, 1 toilet
50-54 sqm
Segment A,
Segment C
Product 4
3 beds, 2 toilet
88 -95 sqm
Product 3
2 beds, 2 toilet
75 -80sqm
Product 2:
2 beds, 1 toilet
65-69 sqm
Segment A,
Segment B,
Product
Offers
Target Market
40%
Ratio
10%
Seg.A, Segment B,
Segment C
Segment B,
Segment C
40%
10%
Product Strategy Objective
 Diversified products to meet every single need of market
 The customer segment being targeted by each product
 The needs satisfied by each product and the value created
 Make it easy to create product innovation
Product development proposal
MARKETING PLAN

16. Price vs Convenience
10,000
15,000
20,000
25,000
30,000
35,000
40,000
40 45 50 55 60 65 70 75 80 85 90 95 100
Convenience
Price
Saigon Airport
Plaza
Central Plaza
Luxury Tower
Phu Nhuan
Harmona
Bau Cat 2
Ruby Garden
584 Lilama
Phu Thanh
Phu Long
Nam Minh Long
Lotus Garden
Cong Hoa Garden
19 Cong Hoa
Milano Apt
Carillon Apt
Competitive prices
Value added to product
PRICE & PRODUCT STRATEGY
 Strategy approach: Customer – driven pricing
Penetration prices setting a price far enough below economic value to attract
and hold large base of customers.

17. PLACE STRATEGY
 KDL are main channels in delivery Cong Hoa Garden products and services to
customers.
 Set up one Sales Representatives outside of Sale Gallery at site (maybe in the
downtown).
 Recruit a selective distribution with reputation brands.
Cong Hoa Garden Products
Direct channel system
KDL Sales Office
Indirect channel systems
Sales
Reps
Tele
Marketing
Direct
Marketing
Online
Marketing
Direct
Sales
Investor
Wholesales
Agents
Customer markets
Pull Promotion Strategy

18. Primary
procedure
Teaser
activities
Soft launch Official launch
Cognitive ConativeAffective
Awareness Knowledge Liking Preference Conviction Purchase
Design a Message
Times
Channels
Teaser
Activities
Soft
Launch
Official
Launch
Ongoing
Marketing
Digital Marketing H H H M
Road show L L L H
Public Relation Activities H M M L
Newspapers & Magazines H H H M
Direct Marketing L M M H
Outdoor Advertising H H H L
Promotion/Personal selling L L M H
Radio Campaign H L L L
MESSAGE DESIGN

19. ADVERTISING CONCEPT DESIGN
Mean-End Chain Model
Product Attributes
• Strategic & ideal location
• Fully services & facilities
• Live, Work, Play concept
• Co-Brand: Cofico, AIC,A41
• Housing Affordable
• Payment Flexibility
Customer Benefits
• Fulfill housing needs
• Near their working office
• Reasonable price & good
investment return,
• All services at door
Personal Values
• Comfortable life
• Self-fulfillment
• Sense of belonging
• Wisdom
• Freedom
Leverage point

20. ADVERTISING CAMPAIGN AND AD DESIGN
 Creative Brief:
 Objectives: increase awareness, build brand image, encourage action
 Target audience: specialists, intermediate and senior management.
 Message theme: The new residents is that not only ideal location in the
main strategic highway but are fully services and facilities at door with
very reasonable prices.
 Support: Ideal location, facilities & amenities, main constructor, prices,
payment schedule, services
 Constraint: Kinh Do Land brand awareness, Legislation status,
 Message strategy: Cognitive + Affective + Conative
 Appeal: Rational and Emotional.
 Execution framework: Testimonials
 Spokesperson: Airport citizen, Blue Workers from E-Town, Logistic
& forwarding Company (Manager & Midmanagement level)

21. IMC CHANNELS
1. Online Marketing
- Web development: www.conghoagarden.com
- SEO, SEM to push website to be high ranking
- Facebook
- Mass Media: ad on : VNexpress.net; vietnamnet, tienphong..
- Specific Media: www.vneconomy.vn; www.cafef.vn for stock exchange market
www.Muabannhadat.com.vn; www.dicoconline.vn for real estate market
2. Print Ad & Advertorial: Saigon Tiep Thi, Doanh nhan Saigon, Thoi Bao Kinh te Saigon,
Saigon Time Weekly, Thanh nien, Tuoi Tre, Nguoi lao dong,etc.
3. Promotion: Parkson voucher
4. Roadshow: 1/ Diamond Plaza, Vincom Plaza, Tax Center, Hung Vuong Parkson Plaza,
Winsor Plaza.
2/ Companies based in E-Town; Airport; Logistics; Tan Binh industrial zone.
5. Direct Marketing: Leaflets & Brochures to be sent to specific groups & residents area and
office workers in Tan Binh & Phu Nhuan district
6. Billboards: Next to site.
7. Radio Campaign: conduct at teaser activity stage.
8. Point of purchase communications: Show house, others (in-store displays, posters, signs
and other materials designed to influence consumer buying decision at the point of purchase)

22. SALES FORECASR & MKT BUDGET
75%
15%
10%
Media Buys Creative Work (Agency) Ad Production
Unit: 1000 VND
Revenue 259,845,581
Marketing Buget (3%) 7,795,367
Creative works (15%) 1,169,305
Ad Production (10%) 779,537
Media Buy (75%) 5,846,526
 Money Spent on Media
 Sales Forecast
Unit:1000 VND
Stage
No of
unit
Percent
(%)
Size
(m2)
Price Revenue
(1000 vnd)
Sales
Percent
Sales
Revenue
Year 1
(40%)
Year 2
(60%)
1st 24 10 1,459 16,000 23,347,200 100% 23,347,200 9,338,880 14,008,320
2nd 24 10 1,459 16,800 24,514,560 100% 24,514,560 9,805,824 14,708,736
3rd 63 30 4,378 17,220 75,382,272 70% 52,767,590 21,107,036 31,660,554
4 54 25 3,648 18,081 65,959,488 70% 46,171,642 18,468,657 27,702,985
5 27 15 2,189 18,985 41,554,368 80% 33,243,494 13,297,398 19,946,097
6 24 10 1,459 19,934 29,087,693 90% 26,178,924 10,471,569 15,707,354
Total 216 100 14,592 17,837 259,845,581 5.1 206,223,410 82,489,364 123,734,046
Total revenue : 259,845,581
Sales revenue : 206,223,410
Year 1 revenue : 82,489,364
Year 2 revenue : 123,734,046
Payment schedule: : 40/60

23. BLUEPRINT FOR SHOW FLAT
 Select right people: experience on
real estate and hospitality industry
 Training on
– Know how: Training/ on job
coaching
– Relevant knowledge/skills
 Standard reinforcement: evaluation
grid with clear KPIs etc.
 Remuneration package & incentive
programme to motivate employees:
attractive offer, employee of the
month/Year etc.
Mock up
show
Model
Presentation
Probing
& Tell story
Welcoming
Table
consultancy Departure
• Security help
• Reception
• Probing &
Guiding
• Sale Greetings
• Drinking serve
• Lead children to
playing area
• Tell”CHGD”
Concept storey
• Grand model
Presentation.
• Unit model
presentation
 Try to show
all units
 Follow training
procedures
 Inquiry record
 Sales Kit
 Sales doc.
• Doc. Package
• Say”Thankyou”
• See you again.
• Security help
SOLUTION
Sales Gallery Moments of True: with the aimed to create a friendly environment and
excellence customer services during customer’ time at Cong Hoa Sales Gallery
 Illustrate project concept (LiveWorkPlay) by emotional visualizing
elements:
+ Live: Tell modern lifestyle story: young couple with their children
at living home with modern facilities.
+ Work: Officer (airport citizen), blue workers, logistic
+ Play: Center Park, Children Playing Ground, Shopping, Fitness
Center..
 Beside other elements, sales gallery must be roomed to design for:
+ Children playing ground with table for coloring painting
+ LCD Computer to excess internet.
+ LCD hanging demonstrate project unit layout floors
+ Area & open spaces for small cocktail party
 Sound system

24. Evaluation and Monitoring
PROGRAM MEASUREMENT
1. Marketing 1. Qualitative and Quantitative method
Website: www.conghoagarden.com Number of visitors
Newspaper & magazines Number of calling back
Billboard Traffic meter & number of responses
Direct marketing Number of sending & feedback
Road show Number of visitors to booth, deposit, visit show flat.
Brand awareness Ratio of public know
Online marketing Effective keywords, google statistic, responses,
appointment,
Show flat Number of visitor
2.Finance 2. Quantitative method
Budget (3%) Market value, implementation cost, material cost, media
cost, marketing online cost.
Revenue 1st
year (82,489,364,000 vnd) Sales Target
3. People 3. Qualitative & quantitative
Set KPI for each department

25. THANK YOU