Luận văn planning sale communication for xuan mai complex project

When new types of real estate appear and develop, the demand and choice of customers increasingly strict, enterprises will have lo enter the Gerce competition, So to keep and empower t

13.1 Characteristics of the real estate product 4

1.33 The company’s budgsl for narkoling carnmmicalion strategies 5 13.4 ‘The business production target of the company 6 13.5 - Consumet behavior nnủ purchase motivation

14.6 Mcasure and contra! cornmunication activities results 9

2.1.1 Listory of evolution and development, Organizational characteristics and

2.2.1.2 Charucteristics of Vietnum real estate markei and the market af

2.2.2 Analyses competitors the middle-class apartment segment and the position of

2 2.2.2, Analysis of Xuan Mai's position in the mid-range apartment segment 30

CHAPTER 3 RESEARCH ON FACTORS AFFECTING BUYING DECISION 32

3 1.3 The qualrtative research result 33

4.242 Factors affecting apartment buying decision of customers 38

3.2.4.3 Awareness of customers about Xuart Mai brand cece esses AG

3.2.4.3 Assess customers satisfaction and loyalty with Xuan Mai brand 47

3.244 The source that helps customer to aware about Xuan Mai Corp 49

CHAPTER 4 PLANNING MEDIA FOR SALES AND SALES PERFORMANCE

RESULTS OF XUAN MAI COMPLEX PROJECT, 1A DONG, 1A NOL 32

4.1 General marketing plan for sales of Xuan Mai Complex projeet 52: 4.2 Detail Marketing plan for Xuan Mai Complex project 33

y

CHAPTER 5 PROPOSE SOLUTIONS ‘TO ENUANCE LEMICIENCY IN THỂ

MARKETING cọ thọ HH HH ghe ho goen „.đŨ

5.1 General conanents on the marketing, activities 0Ÿ the coimpaRiy GÚ

5.2 Propose solutions to enhance efficiency in marketing 60

List of figure and Lables

Table 2 1 Pros and cons of Xuan Mai and competitors

Table 2 2 Overall assessment score of Kuan Mai and competitors

Table 3 1 Customer’s expectation to buy an apartment

Table 3 2 Affecting factors customer’s making decision of choosing apartament Table 4 1 The marketing plan à cà

Table 4 2 Sale resulis of Xuan Mai complex project

Table 4, 3, Sales results of three companies

‘Table 4 4 Xuan Mai Housing’s sales result

Figure 2 | Structure organization of Xuan Mai Corp

Figure 2 2 Structure organization of’Xuam Mai real estate investment & businzss JSC

Figure 2, 3, Organization of marketing activities

Figure 2 4 Vienam GDP growih from 2010 to 2017,

Figure 2 5 Percentage of strat phone user

Figure 4, 1, Totl number of sold aparuneni of Xuan Mai cotnplex

Figure 4 2, The number of sold apartment by the distributor

Chart 3 1 Age and gender of swvey’s respondents

Chart 3 2, Working ñeld

Chart 3 3 Monthly household income

Chart 3.4 Apartment price

Chart 3 5, Apartment price

Chart 3 6 Apartment price by job

Chart 3 7 Apartment price by incame

Chart 3 8, Apartment aoreage cà na

Chart 3 9 Apartment acreage by income

Chart 3 10 Pramotion, sale policies

Chart 3 L1 Reputation of investor

Chart 3 12 Location, utility, infrastructure

Chart 3 13 Complete quality, management and operation service

Chart 3 14, Reasonable apartment design

Chart 3 15 Awareness of customers about Xuan Mai brand

Chart 3 16 Cuslomer’s evaluation of Xuan Mai product.

Price- it is the actual amount the end user is expected to pay for a product It can

be understand that a real estate product is priced will directly afiéet how it sells This is linked to whut the perceived valuz of the prodnct is to the customer ralher than an objective costing of the product on offer If a product is priced higher or lower than its perceived value, then it will not sell, This is why it is imperative to understand how a customer sees what a realtor is selling, If there is a more positive customer value, a product may be successfully priced higher than its objective monetary value Conversely, if a product has little value in the eyes of the consumer, then it may need to

be underpriced to soll, Price may also be affected by distribution plans, value chain

xd markups and how compelitors price a rival pradnel Place- buyers hire realtors to assist them in finding the most appropriately home based on their formmla and expectations Agents who represent these buyers rely on being exposed to the properties that arc oul there, From their own chamels and nctwork

a seller’s agent should work to expose the property for sale to any and all available channels so that buyers who may be interasted are aware of the property they want to buy Tharetore inthis case, distribution is a key factor of placement

Promotion- it is not just limited to listing a home on listing services Effective promotion may include advertising, sales promotions, special offers and public relations, especially in the technology cra, using social nctwork like Facebook, rcal estate websites ole tars an mors popular Also, word of moulh plays an important role in the success of a sale

1.2 The role of communication strategics

An cficctive communication strategy starts with dctenmining clear objectives, forges and maintains connections, allowing the property business to work efficiently toward its goals, ‘Ihe most basic dynamic in communication exists between the message and the audience For example, a realtor’s orders are her message to her employees,

who are her audisuce TẾ connections are clear, each party receives and understands the messages of the other it will fosters synchronized, efficient performance

1.3 Factors affecting communication in marketing

The snovess of a marketing communication strategy depend on several unmber of factors such as characteristics of producl, merkel, company’s budget and business production targets, customer behavior and purchase motivation

List of figure and Lables

Table 2 1 Pros and cons of Xuan Mai and competitors

Table 2 2 Overall assessment score of Kuan Mai and competitors

Table 3 1 Customer’s expectation to buy an apartment

Table 3 2 Affecting factors customer’s making decision of choosing apartament Table 4 1 The marketing plan à cà

Table 4 2 Sale resulis of Xuan Mai complex project

Table 4, 3, Sales results of three companies

‘Table 4 4 Xuan Mai Housing’s sales result

Figure 2 | Structure organization of Xuan Mai Corp

Figure 2 2 Structure organization of’Xuam Mai real estate investment & businzss JSC

Figure 2, 3, Organization of marketing activities

Figure 2 4 Vienam GDP growih from 2010 to 2017,

Figure 2 5 Percentage of strat phone user

Figure 4, 1, Totl number of sold aparuneni of Xuan Mai cotnplex

Figure 4 2, The number of sold apartment by the distributor

Chart 3 1 Age and gender of swvey’s respondents

Chart 3 2, Working ñeld

Chart 3 3 Monthly household income

Chart 3.4 Apartment price

Chart 3 5, Apartment price

Chart 3 6 Apartment price by job

Chart 3 7 Apartment price by incame

Chart 3 8, Apartment aoreage cà na

Chart 3 9 Apartment acreage by income

Chart 3 10 Pramotion, sale policies

Chart 3 L1 Reputation of investor

Chart 3 12 Location, utility, infrastructure

Chart 3 13 Complete quality, management and operation service

Chart 3 14, Reasonable apartment design

Chart 3 15 Awareness of customers about Xuan Mai brand

Chart 3 16 Cuslomer’s evaluation of Xuan Mai product.

Evaluate customers liked to use Xuan Mai's product

Rvaluale customer loyally Reason for choosing Kuan Mai products

‘The channels help customer know about Xuan Mai corp TCID Coinplex projce

The K-patk projEbE co na

Mipee city view pTojeet

Vesta project Xuan Mai Complex projeet

Abbreviations

Engineering Procurement and Construction

‘Xuan Mai real estate investment & business JSC (Xuan Mai Housing)

Xuan Mai Corp

Construction Investment and Initastructure Development Limited Company

Military Petroleum Joint Stock Company Voice of Vietnam

Evaluate customers liked to use Xuan Mai's product

Rvaluale customer loyally Reason for choosing Kuan Mai products

‘The channels help customer know about Xuan Mai corp TCID Coinplex projce

The K-patk projEbE co na

Mipee city view pTojeet

Vesta project Xuan Mai Complex projeet

Abbreviations

Engineering Procurement and Construction

‘Xuan Mai real estate investment & business JSC (Xuan Mai Housing)

Xuan Mai Corp

Construction Investment and Initastructure Development Limited Company

Military Petroleum Joint Stock Company Voice of Vietnam

INTRODUCTION

1 ‘The basis for the formation of research

The real estate markel in Vietnam is in the conlaxd of polontial 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 lo enter the Gerce competition, So to keep and empower the cnterprise in the market is very difficult, Therefore, the planning, strategies for business is always focused, In that, have to mention marketing planning Kor that reason, T chose [he subjecl “Sel up communication plan for sates al Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company,

2 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 teal estate project of Kuan Mai

3 Structure of the research

Chapter I: The rationale of marketing in enterprises

Chapter Il: Entexprise introduction and real situation of communication for enterprises

in general and real estate projects in particular in recent years

Chapter TIT: 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

Evaluate customers liked to use Xuan Mai's product

Rvaluale customer loyally Reason for choosing Kuan Mai products

‘The channels help customer know about Xuan Mai corp TCID Coinplex projce

The K-patk projEbE co na

Mipee city view pTojeet

Vesta project Xuan Mai Complex projeet

Abbreviations

Engineering Procurement and Construction

‘Xuan Mai real estate investment & business JSC (Xuan Mai Housing)

Xuan Mai Corp

Construction Investment and Initastructure Development Limited Company

Military Petroleum Joint Stock Company Voice of Vietnam

INTRODUCTION

1 ‘The basis for the formation of research

The real estate markel in Vietnam is in the conlaxd of polontial 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 lo enter the Gerce competition, So to keep and empower the cnterprise in the market is very difficult, Therefore, the planning, strategies for business is always focused, In that, have to mention marketing planning Kor that reason, T chose [he subjecl “Sel up communication plan for sates al Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company,

2 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 teal estate project of Kuan Mai

3 Structure of the research

Chapter I: The rationale of marketing in enterprises

Chapter Il: Entexprise introduction and real situation of communication for enterprises

in general and real estate projects in particular in recent years

Chapter TIT: 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

The real estate market is not perfect because it requires a lot of directly

inlervention by the stalz, the perfeet level of this market is always lower than of consumer

goods market or production market and some other markets, In addition, because of non-

renewable or scarcity of land the market is monopolistic ‘he information on planning,

Tmanagemenl, socio-economic related (a land has not been thoroughly disszinated so that the competition in the reat estate market is only implicit competition [21, 22]

The real estate market is closely related to other markets, especially financial and

credit markels and to the economic developrnent of a nation Most of the investments

come in two streams consist of investing in property or investing in financial and

monetary markets On the other hand, real estate transactions themselves often require Fuge capital demand

1.3.3 The company’s budget (or marketing communication strategies

‘The objective of the marketing communication budget is to achieve the communication goals as cost effectively as possible and demonstrate a successful

return on investment The businesses do not calculate a budget for marketing

communication in the same way because it depends on the industry, product, business model, marketing strategy and even life-stage of the company Jamie McAinsh (2016)

proposed thre: methods in setting marketing communication budget [20]

v Percentage of revenue

Setimg a budgel based on percentages of cwrent or forecasted revenue is often

used and can be benchmarked across industries, A general rule that is applied by many companies in setting their marketing budgets is a spend between 1 and 10% of total

company revenue ‘his method sets a finite budget with limited flexibility, so a

downlum in sakzs could potentially require a bndget reduction During a sales decline,

marketing budgets are often the first to be cut whereas maintaining it and making some

strategic changes can certainly be more effective

v Competitive parity

A second method is to assess competitors’ marketing communications spend and adjust then company’s budget accordingly Whilst this can be difficutt to pinpoint, it

docs provide a benchmark for historical spend on promotion by the competition so the

company’s leader can apply a similar level to their industry’s standard

Y Objective and task

Setting a budget can be achicved by estimating the cost of the planned initiatives

in telalion to the company’s marketing objectives This method requires establishing

5

The real estate market is not perfect because it requires a lot of directly

inlervention by the stalz, the perfeet level of this market is always lower than of consumer

goods market or production market and some other markets, In addition, because of non-

renewable or scarcity of land the market is monopolistic ‘he information on planning,

Tmanagemenl, socio-economic related (a land has not been thoroughly disszinated so that the competition in the reat estate market is only implicit competition [21, 22]

The real estate market is closely related to other markets, especially financial and

credit markels and to the economic developrnent of a nation Most of the investments

come in two streams consist of investing in property or investing in financial and

monetary markets On the other hand, real estate transactions themselves often require Fuge capital demand

1.3.3 The company’s budget (or marketing communication strategies

‘The objective of the marketing communication budget is to achieve the communication goals as cost effectively as possible and demonstrate a successful

return on investment The businesses do not calculate a budget for marketing

communication in the same way because it depends on the industry, product, business model, marketing strategy and even life-stage of the company Jamie McAinsh (2016)

proposed thre: methods in setting marketing communication budget [20]

v Percentage of revenue

Setimg a budgel based on percentages of cwrent or forecasted revenue is often

used and can be benchmarked across industries, A general rule that is applied by many companies in setting their marketing budgets is a spend between 1 and 10% of total

company revenue ‘his method sets a finite budget with limited flexibility, so a

downlum in sakzs could potentially require a bndget reduction During a sales decline,

marketing budgets are often the first to be cut whereas maintaining it and making some

strategic changes can certainly be more effective

v Competitive parity

A second method is to assess competitors’ marketing communications spend and adjust then company’s budget accordingly Whilst this can be difficutt to pinpoint, it

docs provide a benchmark for historical spend on promotion by the competition so the

company’s leader can apply a similar level to their industry’s standard

Y Objective and task

Setting a budget can be achicved by estimating the cost of the planned initiatives

in telalion to the company’s marketing objectives This method requires establishing

5

CHAPTER 1 THE RATIONALE OF MARKETING IN

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 mux helps thm ean receive information filly and accurately fiom the business, thereby evaluate and make the appropriate choice for their product and business opzration

Therefore marketing mix is simplistically defined as ‘putting the right product in the Tight place, at the right price, al tha right time.” Though this sounds like an casy cnough propositions, a tot of hard work and research needs to go into setting this simple definition up Tt is most commonly execnted through the 4 P’s of marketing: Price, Produel, Promotion, and Place In real estate markeling, 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 markst 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 identificd and understood.

Price- it is the actual amount the end user is expected to pay for a product It can

be understand that a real estate product is priced will directly afiéet how it sells This is linked to whut the perceived valuz of the prodnct is to the customer ralher than an objective costing of the product on offer If a product is priced higher or lower than its perceived value, then it will not sell, This is why it is imperative to understand how a customer sees what a realtor is selling, If there is a more positive customer value, a product may be successfully priced higher than its objective monetary value Conversely, if a product has little value in the eyes of the consumer, then it may need to

be underpriced to soll, Price may also be affected by distribution plans, value chain

xd markups and how compelitors price a rival pradnel Place- buyers hire realtors to assist them in finding the most appropriately home based on their formmla and expectations Agents who represent these buyers rely on being exposed to the properties that arc oul there, From their own chamels and nctwork

a seller’s agent should work to expose the property for sale to any and all available channels so that buyers who may be interasted are aware of the property they want to buy Tharetore inthis case, distribution is a key factor of placement

Promotion- it is not just limited to listing a home on listing services Effective promotion may include advertising, sales promotions, special offers and public relations, especially in the technology cra, using social nctwork like Facebook, rcal estate websites ole tars an mors popular Also, word of moulh plays an important role in the success of a sale

1.2 The role of communication strategics

An cficctive communication strategy starts with dctenmining clear objectives, forges and maintains connections, allowing the property business to work efficiently toward its goals, ‘Ihe most basic dynamic in communication exists between the message and the audience For example, a realtor’s orders are her message to her employees,

who are her audisuce TẾ connections are clear, each party receives and understands the messages of the other it will fosters synchronized, efficient performance

1.3 Factors affecting communication in marketing

The snovess of a marketing communication strategy depend on several unmber of factors such as characteristics of producl, merkel, company’s budget and business production targets, customer behavior and purchase motivation

INTRODUCTION

1 ‘The basis for the formation of research

The real estate markel in Vietnam is in the conlaxd of polontial 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 lo enter the Gerce competition, So to keep and empower the cnterprise in the market is very difficult, Therefore, the planning, strategies for business is always focused, In that, have to mention marketing planning Kor that reason, T chose [he subjecl “Sel up communication plan for sates al Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company,

2 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 teal estate project of Kuan Mai

3 Structure of the research

Chapter I: The rationale of marketing in enterprises

Chapter Il: Entexprise introduction and real situation of communication for enterprises

in general and real estate projects in particular in recent years

Chapter TIT: 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

Price- it is the actual amount the end user is expected to pay for a product It can

be understand that a real estate product is priced will directly afiéet how it sells This is linked to whut the perceived valuz of the prodnct is to the customer ralher than an objective costing of the product on offer If a product is priced higher or lower than its perceived value, then it will not sell, This is why it is imperative to understand how a customer sees what a realtor is selling, If there is a more positive customer value, a product may be successfully priced higher than its objective monetary value Conversely, if a product has little value in the eyes of the consumer, then it may need to

be underpriced to soll, Price may also be affected by distribution plans, value chain

xd markups and how compelitors price a rival pradnel Place- buyers hire realtors to assist them in finding the most appropriately home based on their formmla and expectations Agents who represent these buyers rely on being exposed to the properties that arc oul there, From their own chamels and nctwork

a seller’s agent should work to expose the property for sale to any and all available channels so that buyers who may be interasted are aware of the property they want to buy Tharetore inthis case, distribution is a key factor of placement

Promotion- it is not just limited to listing a home on listing services Effective promotion may include advertising, sales promotions, special offers and public relations, especially in the technology cra, using social nctwork like Facebook, rcal estate websites ole tars an mors popular Also, word of moulh plays an important role in the success of a sale

1.2 The role of communication strategics

An cficctive communication strategy starts with dctenmining clear objectives, forges and maintains connections, allowing the property business to work efficiently toward its goals, ‘Ihe most basic dynamic in communication exists between the message and the audience For example, a realtor’s orders are her message to her employees,

who are her audisuce TẾ connections are clear, each party receives and understands the messages of the other it will fosters synchronized, efficient performance

1.3 Factors affecting communication in marketing

The snovess of a marketing communication strategy depend on several unmber of factors such as characteristics of producl, merkel, company’s budget and business production targets, customer behavior and purchase motivation

Evaluate customers liked to use Xuan Mai's product

Rvaluale customer loyally Reason for choosing Kuan Mai products

‘The channels help customer know about Xuan Mai corp TCID Coinplex projce

The K-patk projEbE co na

Mipee city view pTojeet

Vesta project Xuan Mai Complex projeet

Abbreviations

Engineering Procurement and Construction

‘Xuan Mai real estate investment & business JSC (Xuan Mai Housing)

Xuan Mai Corp

Construction Investment and Initastructure Development Limited Company

Military Petroleum Joint Stock Company Voice of Vietnam

The real estate market is not perfect because it requires a lot of directly

inlervention by the stalz, the perfeet level of this market is always lower than of consumer

goods market or production market and some other markets, In addition, because of non-

renewable or scarcity of land the market is monopolistic ‘he information on planning,

Tmanagemenl, socio-economic related (a land has not been thoroughly disszinated so that the competition in the reat estate market is only implicit competition [21, 22]

The real estate market is closely related to other markets, especially financial and

credit markels and to the economic developrnent of a nation Most of the investments

come in two streams consist of investing in property or investing in financial and

monetary markets On the other hand, real estate transactions themselves often require Fuge capital demand

1.3.3 The company’s budget (or marketing communication strategies

‘The objective of the marketing communication budget is to achieve the communication goals as cost effectively as possible and demonstrate a successful

return on investment The businesses do not calculate a budget for marketing

communication in the same way because it depends on the industry, product, business model, marketing strategy and even life-stage of the company Jamie McAinsh (2016)

proposed thre: methods in setting marketing communication budget [20]

v Percentage of revenue

Setimg a budgel based on percentages of cwrent or forecasted revenue is often

used and can be benchmarked across industries, A general rule that is applied by many companies in setting their marketing budgets is a spend between 1 and 10% of total

company revenue ‘his method sets a finite budget with limited flexibility, so a

downlum in sakzs could potentially require a bndget reduction During a sales decline,

marketing budgets are often the first to be cut whereas maintaining it and making some

strategic changes can certainly be more effective

v Competitive parity

A second method is to assess competitors’ marketing communications spend and adjust then company’s budget accordingly Whilst this can be difficutt to pinpoint, it

docs provide a benchmark for historical spend on promotion by the competition so the

company’s leader can apply a similar level to their industry’s standard

Y Objective and task

Setting a budget can be achicved by estimating the cost of the planned initiatives

in telalion to the company’s marketing objectives This method requires establishing

5

Evaluate customers liked to use Xuan Mai's product

Rvaluale customer loyally Reason for choosing Kuan Mai products

‘The channels help customer know about Xuan Mai corp TCID Coinplex projce

The K-patk projEbE co na

Mipee city view pTojeet

Vesta project Xuan Mai Complex projeet

Abbreviations

Engineering Procurement and Construction

‘Xuan Mai real estate investment & business JSC (Xuan Mai Housing)

Xuan Mai Corp

Construction Investment and Initastructure Development Limited Company

Military Petroleum Joint Stock Company Voice of Vietnam

INTRODUCTION

1 ‘The basis for the formation of research

The real estate markel in Vietnam is in the conlaxd of polontial 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 lo enter the Gerce competition, So to keep and empower the cnterprise in the market is very difficult, Therefore, the planning, strategies for business is always focused, In that, have to mention marketing planning Kor that reason, T chose [he subjecl “Sel up communication plan for sates al Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company,

2 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 teal estate project of Kuan Mai

3 Structure of the research

Chapter I: The rationale of marketing in enterprises

Chapter Il: Entexprise introduction and real situation of communication for enterprises

in general and real estate projects in particular in recent years

Chapter TIT: 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

1.3.1 Characteristics of the real estate product

Kiniborly Arrudeo (2018) ireticated that Real estate is the properly, land, buildings, air tights above the fand and underground rights below the land ‘The term real estate means real, or physical, property [16] There are four types of real estate including

> Residential real estate includes both now construction and resale homes The most common category is single-family homes, There are also condominiums, co-ops, townhouses, duplexes, triple-deckers, quadplexes, high-value homes, multi-generational and vacation homes

> Commercial real gslalo includes shopping centers and strip alls, medical and educational buildings, hotels and offices Apartment buildings are often considered commercial, even though they are used for residences, ‘That's because they arz owned to produes income

> Industrial real estate consists of manufacturing buildings and property as well as warehouses ‘The buildings can be used for research, production, storage and distribution of goods, Some buildings that distiibute poods are considered commercial real estate The classification is important because the ning, construction and sales are handled differently

> Land includes vacant land, working farms and tranches The

subcategories within vacant land include undeveloped, carly development or reuss subdivision and site assembly

1.3.2 Characteristics of the real estate market

There is no ceniral market: the real cstate market has not formed a central market where buyers

and sellers can meet and interact directly with one another Most of all transactions are made primarily by intermediaries, real estate businesses, by media, or realtors Due to lack of central market, it is difficult to collect market information and lew rehability lead to this market ineffective, In recent years, in Vietnam, real estate brokerage companies have been established and developed rapidly, facilitated the

transactions smooth, safety and more efficient |1,7]

The read estate marke! is regional and locally, because property charactexistics arc indestructible and difficull to separate, ean not move; the abundemee of this place can not offset the shortage elsewhere, so it makes the locally real estate market On the other hand, the differences in the development level of economic, cultural, social and population densitics make the demand for real estate also differ in terms of quantity, shape and quality and thereby lead to the differences in development level of a real estate market in each locality | L1, 121

Price- it is the actual amount the end user is expected to pay for a product It can

be understand that a real estate product is priced will directly afiéet how it sells This is linked to whut the perceived valuz of the prodnct is to the customer ralher than an objective costing of the product on offer If a product is priced higher or lower than its perceived value, then it will not sell, This is why it is imperative to understand how a customer sees what a realtor is selling, If there is a more positive customer value, a product may be successfully priced higher than its objective monetary value Conversely, if a product has little value in the eyes of the consumer, then it may need to

be underpriced to soll, Price may also be affected by distribution plans, value chain

xd markups and how compelitors price a rival pradnel Place- buyers hire realtors to assist them in finding the most appropriately home based on their formmla and expectations Agents who represent these buyers rely on being exposed to the properties that arc oul there, From their own chamels and nctwork

a seller’s agent should work to expose the property for sale to any and all available channels so that buyers who may be interasted are aware of the property they want to buy Tharetore inthis case, distribution is a key factor of placement

Promotion- it is not just limited to listing a home on listing services Effective promotion may include advertising, sales promotions, special offers and public relations, especially in the technology cra, using social nctwork like Facebook, rcal estate websites ole tars an mors popular Also, word of moulh plays an important role in the success of a sale

1.2 The role of communication strategics

An cficctive communication strategy starts with dctenmining clear objectives, forges and maintains connections, allowing the property business to work efficiently toward its goals, ‘Ihe most basic dynamic in communication exists between the message and the audience For example, a realtor’s orders are her message to her employees,

who are her audisuce TẾ connections are clear, each party receives and understands the messages of the other it will fosters synchronized, efficient performance

1.3 Factors affecting communication in marketing

The snovess of a marketing communication strategy depend on several unmber of factors such as characteristics of producl, merkel, company’s budget and business production targets, customer behavior and purchase motivation

CHAPTER 1 THE RATIONALE OF MARKETING IN

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 mux helps thm ean receive information filly and accurately fiom the business, thereby evaluate and make the appropriate choice for their product and business opzration

Therefore marketing mix is simplistically defined as ‘putting the right product in the Tight place, at the right price, al tha right time.” Though this sounds like an casy cnough propositions, a tot of hard work and research needs to go into setting this simple definition up Tt is most commonly execnted through the 4 P’s of marketing: Price, Produel, Promotion, and Place In real estate markeling, 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 markst 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 identificd and understood.

The real estate market is not perfect because it requires a lot of directly

inlervention by the stalz, the perfeet level of this market is always lower than of consumer

goods market or production market and some other markets, In addition, because of non-

renewable or scarcity of land the market is monopolistic ‘he information on planning,

Tmanagemenl, socio-economic related (a land has not been thoroughly disszinated so that the competition in the reat estate market is only implicit competition [21, 22]

The real estate market is closely related to other markets, especially financial and

credit markels and to the economic developrnent of a nation Most of the investments

come in two streams consist of investing in property or investing in financial and

monetary markets On the other hand, real estate transactions themselves often require Fuge capital demand

1.3.3 The company’s budget (or marketing communication strategies

‘The objective of the marketing communication budget is to achieve the communication goals as cost effectively as possible and demonstrate a successful

return on investment The businesses do not calculate a budget for marketing

communication in the same way because it depends on the industry, product, business model, marketing strategy and even life-stage of the company Jamie McAinsh (2016)

proposed thre: methods in setting marketing communication budget [20]

v Percentage of revenue

Setimg a budgel based on percentages of cwrent or forecasted revenue is often

used and can be benchmarked across industries, A general rule that is applied by many companies in setting their marketing budgets is a spend between 1 and 10% of total

company revenue ‘his method sets a finite budget with limited flexibility, so a

downlum in sakzs could potentially require a bndget reduction During a sales decline,

marketing budgets are often the first to be cut whereas maintaining it and making some

strategic changes can certainly be more effective

v Competitive parity

A second method is to assess competitors’ marketing communications spend and adjust then company’s budget accordingly Whilst this can be difficutt to pinpoint, it

docs provide a benchmark for historical spend on promotion by the competition so the

company’s leader can apply a similar level to their industry’s standard

Y Objective and task

Setting a budget can be achicved by estimating the cost of the planned initiatives

in telalion to the company’s marketing objectives This method requires establishing

5

Evaluate customers liked to use Xuan Mai's product

Rvaluale customer loyally Reason for choosing Kuan Mai products

‘The channels help customer know about Xuan Mai corp TCID Coinplex projce

The K-patk projEbE co na

Mipee city view pTojeet

Vesta project Xuan Mai Complex projeet

Abbreviations

Engineering Procurement and Construction

‘Xuan Mai real estate investment & business JSC (Xuan Mai Housing)

Xuan Mai Corp

Construction Investment and Initastructure Development Limited Company

Military Petroleum Joint Stock Company Voice of Vietnam

INTRODUCTION

1 ‘The basis for the formation of research

The real estate markel in Vietnam is in the conlaxd of polontial 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 lo enter the Gerce competition, So to keep and empower the cnterprise in the market is very difficult, Therefore, the planning, strategies for business is always focused, In that, have to mention marketing planning Kor that reason, T chose [he subjecl “Sel up communication plan for sates al Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company,

2 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 teal estate project of Kuan Mai

3 Structure of the research

Chapter I: The rationale of marketing in enterprises

Chapter Il: Entexprise introduction and real situation of communication for enterprises

in general and real estate projects in particular in recent years

Chapter TIT: 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

Price- it is the actual amount the end user is expected to pay for a product It can

be understand that a real estate product is priced will directly afiéet how it sells This is linked to whut the perceived valuz of the prodnct is to the customer ralher than an objective costing of the product on offer If a product is priced higher or lower than its perceived value, then it will not sell, This is why it is imperative to understand how a customer sees what a realtor is selling, If there is a more positive customer value, a product may be successfully priced higher than its objective monetary value Conversely, if a product has little value in the eyes of the consumer, then it may need to

be underpriced to soll, Price may also be affected by distribution plans, value chain

xd markups and how compelitors price a rival pradnel Place- buyers hire realtors to assist them in finding the most appropriately home based on their formmla and expectations Agents who represent these buyers rely on being exposed to the properties that arc oul there, From their own chamels and nctwork

a seller’s agent should work to expose the property for sale to any and all available channels so that buyers who may be interasted are aware of the property they want to buy Tharetore inthis case, distribution is a key factor of placement

Promotion- it is not just limited to listing a home on listing services Effective promotion may include advertising, sales promotions, special offers and public relations, especially in the technology cra, using social nctwork like Facebook, rcal estate websites ole tars an mors popular Also, word of moulh plays an important role in the success of a sale

1.2 The role of communication strategics

An cficctive communication strategy starts with dctenmining clear objectives, forges and maintains connections, allowing the property business to work efficiently toward its goals, ‘Ihe most basic dynamic in communication exists between the message and the audience For example, a realtor’s orders are her message to her employees,

who are her audisuce TẾ connections are clear, each party receives and understands the messages of the other it will fosters synchronized, efficient performance

1.3 Factors affecting communication in marketing

The snovess of a marketing communication strategy depend on several unmber of factors such as characteristics of producl, merkel, company’s budget and business production targets, customer behavior and purchase motivation

Evaluate customers liked to use Xuan Mai's product

Rvaluale customer loyally Reason for choosing Kuan Mai products

‘The channels help customer know about Xuan Mai corp TCID Coinplex projce

The K-patk projEbE co na

Mipee city view pTojeet

Vesta project Xuan Mai Complex projeet

Abbreviations

Engineering Procurement and Construction

‘Xuan Mai real estate investment & business JSC (Xuan Mai Housing)

Xuan Mai Corp

Construction Investment and Initastructure Development Limited Company

Military Petroleum Joint Stock Company Voice of Vietnam

List of figure and Lables

Table 2 1 Pros and cons of Xuan Mai and competitors

Table 2 2 Overall assessment score of Kuan Mai and competitors

Table 3 1 Customer’s expectation to buy an apartment

Table 3 2 Affecting factors customer’s making decision of choosing apartament Table 4 1 The marketing plan à cà

Table 4 2 Sale resulis of Xuan Mai complex project

Table 4, 3, Sales results of three companies

‘Table 4 4 Xuan Mai Housing’s sales result

Figure 2 | Structure organization of Xuan Mai Corp

Figure 2 2 Structure organization of’Xuam Mai real estate investment & businzss JSC

Figure 2, 3, Organization of marketing activities

Figure 2 4 Vienam GDP growih from 2010 to 2017,

Figure 2 5 Percentage of strat phone user

Figure 4, 1, Totl number of sold aparuneni of Xuan Mai cotnplex

Figure 4 2, The number of sold apartment by the distributor

Chart 3 1 Age and gender of swvey’s respondents

Chart 3 2, Working ñeld

Chart 3 3 Monthly household income

Chart 3.4 Apartment price

Chart 3 5, Apartment price

Chart 3 6 Apartment price by job

Chart 3 7 Apartment price by incame

Chart 3 8, Apartment aoreage cà na

Chart 3 9 Apartment acreage by income

Chart 3 10 Pramotion, sale policies

Chart 3 L1 Reputation of investor

Chart 3 12 Location, utility, infrastructure

Chart 3 13 Complete quality, management and operation service

Chart 3 14, Reasonable apartment design

Chart 3 15 Awareness of customers about Xuan Mai brand

Chart 3 16 Cuslomer’s evaluation of Xuan Mai product.

CHAPTER 1 THE RATIONALE OF MARKETING IN

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 mux helps thm ean receive information filly and accurately fiom the business, thereby evaluate and make the appropriate choice for their product and business opzration

Therefore marketing mix is simplistically defined as ‘putting the right product in the Tight place, at the right price, al tha right time.” Though this sounds like an casy cnough propositions, a tot of hard work and research needs to go into setting this simple definition up Tt is most commonly execnted through the 4 P’s of marketing: Price, Produel, Promotion, and Place In real estate markeling, 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 markst 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 identificd and understood.

INTRODUCTION

1 ‘The basis for the formation of research

The real estate markel in Vietnam is in the conlaxd of polontial 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 lo enter the Gerce competition, So to keep and empower the cnterprise in the market is very difficult, Therefore, the planning, strategies for business is always focused, In that, have to mention marketing planning Kor that reason, T chose [he subjecl “Sel up communication plan for sates al Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company,

2 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 teal estate project of Kuan Mai

3 Structure of the research

Chapter I: The rationale of marketing in enterprises

Chapter Il: Entexprise introduction and real situation of communication for enterprises

in general and real estate projects in particular in recent years

Chapter TIT: 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

Price- it is the actual amount the end user is expected to pay for a product It can

be understand that a real estate product is priced will directly afiéet how it sells This is linked to whut the perceived valuz of the prodnct is to the customer ralher than an objective costing of the product on offer If a product is priced higher or lower than its perceived value, then it will not sell, This is why it is imperative to understand how a customer sees what a realtor is selling, If there is a more positive customer value, a product may be successfully priced higher than its objective monetary value Conversely, if a product has little value in the eyes of the consumer, then it may need to

be underpriced to soll, Price may also be affected by distribution plans, value chain

xd markups and how compelitors price a rival pradnel Place- buyers hire realtors to assist them in finding the most appropriately home based on their formmla and expectations Agents who represent these buyers rely on being exposed to the properties that arc oul there, From their own chamels and nctwork

a seller’s agent should work to expose the property for sale to any and all available channels so that buyers who may be interasted are aware of the property they want to buy Tharetore inthis case, distribution is a key factor of placement

Promotion- it is not just limited to listing a home on listing services Effective promotion may include advertising, sales promotions, special offers and public relations, especially in the technology cra, using social nctwork like Facebook, rcal estate websites ole tars an mors popular Also, word of moulh plays an important role in the success of a sale

1.2 The role of communication strategics

An cficctive communication strategy starts with dctenmining clear objectives, forges and maintains connections, allowing the property business to work efficiently toward its goals, ‘Ihe most basic dynamic in communication exists between the message and the audience For example, a realtor’s orders are her message to her employees,

who are her audisuce TẾ connections are clear, each party receives and understands the messages of the other it will fosters synchronized, efficient performance

1.3 Factors affecting communication in marketing

The snovess of a marketing communication strategy depend on several unmber of factors such as characteristics of producl, merkel, company’s budget and business production targets, customer behavior and purchase motivation

INTRODUCTION

1 ‘The basis for the formation of research

The real estate markel in Vietnam is in the conlaxd of polontial 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 lo enter the Gerce competition, So to keep and empower the cnterprise in the market is very difficult, Therefore, the planning, strategies for business is always focused, In that, have to mention marketing planning Kor that reason, T chose [he subjecl “Sel up communication plan for sates al Xuan Mai Complex project” when I practiced in Xuan Mai real estate investment and business joint stock company,

2 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 teal estate project of Kuan Mai

3 Structure of the research

Chapter I: The rationale of marketing in enterprises

Chapter Il: Entexprise introduction and real situation of communication for enterprises

in general and real estate projects in particular in recent years

Chapter TIT: 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 1 THE RATIONALE OF MARKETING IN

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 mux helps thm ean receive information filly and accurately fiom the business, thereby evaluate and make the appropriate choice for their product and business opzration

Therefore marketing mix is simplistically defined as ‘putting the right product in the Tight place, at the right price, al tha right time.” Though this sounds like an casy cnough propositions, a tot of hard work and research needs to go into setting this simple definition up Tt is most commonly execnted through the 4 P’s of marketing: Price, Produel, Promotion, and Place In real estate markeling, 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 markst 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 identificd and understood.

Price- it is the actual amount the end user is expected to pay for a product It can

be understand that a real estate product is priced will directly afiéet how it sells This is linked to whut the perceived valuz of the prodnct is to the customer ralher than an objective costing of the product on offer If a product is priced higher or lower than its perceived value, then it will not sell, This is why it is imperative to understand how a customer sees what a realtor is selling, If there is a more positive customer value, a product may be successfully priced higher than its objective monetary value Conversely, if a product has little value in the eyes of the consumer, then it may need to

be underpriced to soll, Price may also be affected by distribution plans, value chain

xd markups and how compelitors price a rival pradnel Place- buyers hire realtors to assist them in finding the most appropriately home based on their formmla and expectations Agents who represent these buyers rely on being exposed to the properties that arc oul there, From their own chamels and nctwork

a seller’s agent should work to expose the property for sale to any and all available channels so that buyers who may be interasted are aware of the property they want to buy Tharetore inthis case, distribution is a key factor of placement

Promotion- it is not just limited to listing a home on listing services Effective promotion may include advertising, sales promotions, special offers and public relations, especially in the technology cra, using social nctwork like Facebook, rcal estate websites ole tars an mors popular Also, word of moulh plays an important role in the success of a sale

1.2 The role of communication strategics

An cficctive communication strategy starts with dctenmining clear objectives, forges and maintains connections, allowing the property business to work efficiently toward its goals, ‘Ihe most basic dynamic in communication exists between the message and the audience For example, a realtor’s orders are her message to her employees,

who are her audisuce TẾ connections are clear, each party receives and understands the messages of the other it will fosters synchronized, efficient performance

1.3 Factors affecting communication in marketing

The snovess of a marketing communication strategy depend on several unmber of factors such as characteristics of producl, merkel, company’s budget and business production targets, customer behavior and purchase motivation

List of figure and Lables

Table 2 1 Pros and cons of Xuan Mai and competitors

Table 2 2 Overall assessment score of Kuan Mai and competitors

Table 3 1 Customer’s expectation to buy an apartment

Table 3 2 Affecting factors customer’s making decision of choosing apartament Table 4 1 The marketing plan à cà

Table 4 2 Sale resulis of Xuan Mai complex project

Table 4, 3, Sales results of three companies

‘Table 4 4 Xuan Mai Housing’s sales result

Figure 2 | Structure organization of Xuan Mai Corp

Figure 2 2 Structure organization of’Xuam Mai real estate investment & businzss JSC

Figure 2, 3, Organization of marketing activities

Figure 2 4 Vienam GDP growih from 2010 to 2017,

Figure 2 5 Percentage of strat phone user

Figure 4, 1, Totl number of sold aparuneni of Xuan Mai cotnplex

Figure 4 2, The number of sold apartment by the distributor

Chart 3 1 Age and gender of swvey’s respondents

Chart 3 2, Working ñeld

Chart 3 3 Monthly household income

Chart 3.4 Apartment price

Chart 3 5, Apartment price

Chart 3 6 Apartment price by job

Chart 3 7 Apartment price by incame

Chart 3 8, Apartment aoreage cà na

Chart 3 9 Apartment acreage by income

Chart 3 10 Pramotion, sale policies

Chart 3 L1 Reputation of investor

Chart 3 12 Location, utility, infrastructure

Chart 3 13 Complete quality, management and operation service

Chart 3 14, Reasonable apartment design

Chart 3 15 Awareness of customers about Xuan Mai brand

Chart 3 16 Cuslomer’s evaluation of Xuan Mai product.