LV Thạc sỹ_Development marketing communication mix in Hien Duc corporation

RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 87 25... CURRENT SITUATION OF MARKETING COMMUNICATION MIX IN HIEN DUC CORPORA

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Firstly, upon the formation of this research ideas and paper, I would like to send my most sincere thanks to my supervisor, Dr Nguyen Quang Hong … for his valuable support in my MBA thesis

I am also indebt to all of the lecturers and instructors in Business School of Hanoi National Economic University who are very whole- hearted in lessons, speeches, case studies and teaching method All these lessons gave me precious knowledge in business that I will have more chance to apply in practice in future.

I am also grateful to the helps of my colleagues in HDC for sharing data, motivating and encouraging me so much to come to conclusions in my research.

Last but not least, I would like to send my thanks to my family, my classmate

in class EMBA8B for their strong support and being the companions in the progress

of my work.

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TABLE OF CONTENTS

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LIST OF REFERENCES 94 4 22

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CHAPTER 4 87 25

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RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 87 25

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APPENDIX 1 100 8 33

APPENDIX 2 101 8 33

APPENDIX 3 103 8 33

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CHAPTER 4 93 35

LIST OF REFERENCES 104 35

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RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 38

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CURRENT SITUATION OF MARKETING COMMUNICATION MIX IN HIEN DUC CORPORATION 46

3 5 39

CHAPTER 4 83 3 5 39

RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 5 40

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THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 22 6 40

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LIST OF REFERENCES 94 4 13 42

APPENDIX 1 96 4 14 42

APPENDIX 2 97 4 14 42

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17 45

CHAPTER 4 93 18 45

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CHAPTER 3 67 47

CURRENT SITUATION OF MARKETING COMMUNICATION MIX IN HIEN DUC CORPORATION 67 47

CHAPTER 4 104 47

1.4.2 Data collection method 54

1.4.3 Data analysis method 55

1.5 Research scope 55

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2.1.4 Marketing communications mix 62

2.2 Different theories and models of marketing communications mix 62

2.2.1 Theories and models as the view of four authors: Dr Phillip Kottler, PhD Veronica Wong, Ph.D John Saunders, Ph.D Gary Amstrong (11) 62

2.2.2 Theories and models as the view of two authors: Dr Philip Kottler and Kevin Lane Keller (10) 68

2.2.3 Characteristics of the Marketing Communication mix 69

2.3 Theoretical framework applied to propose solutions about marketing

communication framework for HD Complex project of Hien Duc Corp, 72

2.3.1 The communication Process model 72

2.3.2 Steps in Developing Effective Communication 74

CHAPTER 3 84

3.1 Hien Duc Corporation introduction 84

3.1.1 Mission and Vision 85

3.2 Analyze current situation of Marketing Communication mix for Project of HDC 94 3.3 Introduction of HD complex Project 101

3.4 Findings from survey and in-depth interview 108

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CHAPTER 4 121

RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 121

4.1 Orientation of Hien Duc Corporation up to 2015 121

4.2 Objectives of marketing communication mix for HD Project 122

4.3 Specific Plan to perform marketing communication mix 123

LIST OF REFERENCES 132

APPENDIX 1 134

APPENDIX 2 135

APPENDIX 3 137

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APPENDIX 1 100 8 33 8

APPENDIX 2 101 8 33 8

APPENDIX 3 103 8 33 8

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3 5 39 12

CHAPTER 4 83 3 5 39 12

RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 5 40 12

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THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 22 6 40 13

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LIST OF REFERENCES 94 4 13 42 14

APPENDIX 1 96 4 14 42 14

APPENDIX 2 97 4 14 42 14

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17 45 18

CHAPTER 4 93 18 45 18

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CHAPTER 3 84 20

CHAPTER 4 121 21

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APPENDIX 1 96 4 6 63

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CHAPTER 4 93 66

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APPENDIX 1 96 4 6 71

APPENDIX 2 97 4 6 71

APPENDIX 3 99 4 6 71

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CHAPTER 4 83 3 13 73

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3 5 14 74

CHAPTER 4 83 3 5 14 74

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THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 22 6 15 75

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CHAPTER 4 104 78

LIST OF REFERENCES 115 79

APPENDIX 1 117 79

APPENDIX 2 118 79

APPENDIX 3 120 79

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1.4.2 Data collection method 85

1.4.3 Data analysis method 86

2.1.3.2 The role of marketing communications 92

2.1.4 Marketing communications mix 93

2.2 Different theories and models of marketing communications mix 93

2.2.1 Theories and models as the view of four authors: Dr Phillip Kottler, PhD Veronica Wong, Ph.D John Saunders, Ph.D Gary Amstrong (11) 93

2.2.3 Characteristics of the Marketing Communication mix 100

2.3 Theoretical framework applied to propose solutions about marketing

communication framework for HD Complex project of Hien Duc Corp, 103

2.3.1 The communication Process model 103

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2.3.2.1 Identify the target audience 106

2.3.2.2 Determine the communication objectives 106

2.3.2.3 Design the Communications 107

2.3.2.4 Select the communications channels 108

2.3.2.5 Establish the total marketing communication budget 110

2.3.2.6 Deciding on the marketing communication mix 112

2.3.2.7 Measure results 114

CHAPTER 3 115

3.1 Hien Duc Corporation introduction 115

3.1.1 Mission and Vision 116

3.2 Analyze current situation of Marketing Communication mix for Project of HDC 125

3.3 Introduction of HD complex Project 132

3.4 Findings from survey and in-depth interview 139

CHAPTER 4 152

RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 152

4.1 Orientation of Hien Duc Corporation up to 2015 152

4.2 Objectives of marketing communication mix for HD Project 153

4.3 Specific Plan to perform marketing communication mix 154

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LIST OF REFERENCES 163

APPENDIX 1 165

APPENDIX 2 166

APPENDIX 3 168

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HD Corp, : Hien Duc Corporation

Officetel : Office and Hotel

VCCI Vie Vietnam Chamber of Commerce and Industry :

HD Corp, : Hien Duc Corporation

VCCI Vie Vietnam Chamber of Commerce and Industry :

Officetel : Office and Hotel

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LIST OF TABLES

Table 2.1: Marketing Communications mix in Dr Philip Kotler and Kevin Lane Keller’s theory 33

Table 2.2: Role of advertising and Personal Selling

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Table 3.10: Advertising expenses and revenues of Dien Bien market and HD Plaza 64

Table 3.11: HDC’s main marketing communication tools

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ABRREVIATIONS 5 2 22 3 LIST OF TABLES 7 2 22 3 LIST OF FIGURES 9 2 22 3 EXECUTIVE SUMMARY 11 2 22 3 CHAPTER 1 13 2 22 3 INTRODUCTION 13 2 22 3 CHAPTER 2 18 2 22 3 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 18 2 22 3 CHAPTER 3 46 3 22 3

3 22 3 CHAPTER 4 83 3 22 3 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 22 3 LIST OF REFERENCES 94 4 22 3

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APPENDIX 1 96 4 23 4 APPENDIX 2 97 4 23 4 APPENDIX 3 99 4 23 4 ABRREVIATIONS 9 23 4 LIST OF TABLES 11 23 4 LIST OF FIGURES 13 23 4 EXECUTIVE SUMMARY 15 23 4 CHAPTER 1 17 23 4 INTRODUCTION 17 23 4 CHAPTER 2 22 23 4 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 22 23 4 CHAPTER 3 50 24 4

CURRENT SITUATION OF MARKETING COMMUNICATION MIX IN HIEN DUC CORPORATION 50 24 4 CHAPTER 4 87 25 4

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RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 87 25 5 LIST OF REFERENCES 98 25 5 APPENDIX 1 100 25 5 APPENDIX 2 101 25 5 APPENDIX 3 103 25 5 ABRREVIATIONS 26 5 LIST OF TABLES 28 5 ABRREVIATIONS 5 2 30 5 LIST OF TABLES 7 2 30 5 LIST OF FIGURES 9 2 30 5 EXECUTIVE SUMMARY 11 2 30 5 CHAPTER 1 13 2 30 5 INTRODUCTION 13 2 30 5 CHAPTER 2 18 2 30 5 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 18 2 30 5

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CHAPTER 3 46 3 30 6

3 30 6 CHAPTER 4 83 3 30 6 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 30 6 LIST OF REFERENCES 94 4 30 6 APPENDIX 1 96 4 31 6 APPENDIX 2 97 4 31 6 APPENDIX 3 99 4 31 6 ABRREVIATIONS 5 2 5 31 6 LIST OF TABLES 7 2 5 31 6 LIST OF FIGURES 9 2 5 31 6 EXECUTIVE SUMMARY 11 2 5 31 6 CHAPTER 1 13 2 5 31 6 INTRODUCTION 13 2 5 31 6

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CHAPTER 2 18 2 5 31 7 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 18 2 5 31 7 CHAPTER 3 46 3 5 31 7

3 5 31 7 CHAPTER 4 83 3 5 31 7 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 5 32 7 LIST OF REFERENCES 94 4 5 32 7 APPENDIX 1 96 4 6 32 7 APPENDIX 2 97 4 6 32 7 APPENDIX 3 99 4 6 32 7 ABRREVIATIONS 9 6 32 7 LIST OF TABLES 11 6 32 7 LIST OF FIGURES 13 6 32 7

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EXECUTIVE SUMMARY 15 6 32 8 CHAPTER 1 17 6 32 8 INTRODUCTION 17 6 32 8 CHAPTER 2 22 6 32 8 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 22 6 32 8 CHAPTER 3 50 7 32 8

7 33 8 CHAPTER 4 87 8 33 8 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 87 8 33 8 LIST OF REFERENCES 98 8 33 8 APPENDIX 1 100 8 33 8 APPENDIX 2 101 8 33 8 APPENDIX 3 103 8 33 8

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ABRREVIATIONS 9 33 9 LIST OF TABLES 11 33 9 LIST OF FIGURES 19 33 9 EXECUTIVE SUMMARY 21 33 9 CHAPTER 1 23 33 9 INTRODUCTION 23 33 9 CHAPTER 2 28 34 9 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 28 34 9 CHAPTER 3 56 34 9

CURRENT SITUATION OF MARKETING COMMUNICATION MIX IN HIEN DUC CORPORATION 56 34 9 CHAPTER 4 93 35 9 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 93 35 9 LIST OF REFERENCES 104 35 9

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APPENDIX 1 106 35 10 APPENDIX 2 107 35 10 APPENDIX 3 109 35 10 LIST OF FIGURES 36 10 ABRREVIATIONS 5 2 38 10 LIST OF TABLES 7 2 38 10 LIST OF FIGURES 9 2 38 10 EXECUTIVE SUMMARY 11 2 38 10 CHAPTER 1 13 2 38 10 INTRODUCTION 13 2 38 10 CHAPTER 2 18 2 38 10 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 18 2 38 10 CHAPTER 3 46 3 38 10

3 38 10

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RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 38 11 LIST OF REFERENCES 94 4 38 11 APPENDIX 1 96 4 39 11 APPENDIX 2 97 4 39 11 APPENDIX 3 99 4 39 11 ABRREVIATIONS 5 2 5 39 11 LIST OF TABLES 7 2 5 39 11 LIST OF FIGURES 9 2 5 39 11 EXECUTIVE SUMMARY 11 2 5 39 11 CHAPTER 1 13 2 5 39 11 INTRODUCTION 13 2 5 39 11 CHAPTER 2 18 2 5 39 11 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 18 2 5 39 11 CHAPTER 3 46 3 5 39 11

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3 5 39 12 CHAPTER 4 83 3 5 39 12 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 5 40 12 LIST OF REFERENCES 94 4 5 40 12 APPENDIX 1 96 4 6 40 12 APPENDIX 2 97 4 6 40 12 APPENDIX 3 99 4 6 40 12 ABRREVIATIONS 9 6 40 12 LIST OF TABLES 11 6 40 12 LIST OF FIGURES 13 6 40 12 EXECUTIVE SUMMARY 15 6 40 12 CHAPTER 1 17 6 40 12 INTRODUCTION 17 6 40 12 CHAPTER 2 22 6 40 12

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THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 22 6 40 13 CHAPTER 3 50 7 40 13

7 41 13 CHAPTER 4 87 8 41 13 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 87 8 41 13 LIST OF REFERENCES 98 8 41 13 APPENDIX 1 100 8 41 13 APPENDIX 2 101 8 41 13 APPENDIX 3 103 8 41 13 ABRREVIATIONS 9 41 13 LIST OF TABLES 11 41 13 ABRREVIATIONS 5 2 13 41 13 LIST OF TABLES 7 2 13 41 13

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LIST OF FIGURES 9 2 13 41 14 EXECUTIVE SUMMARY 11 2 13 41 14 CHAPTER 1 13 2 13 41 14 INTRODUCTION 13 2 13 42 14 CHAPTER 2 18 2 13 42 14 THERORETICAL FRAMEWORK OF DEVELOPING MARKETING COMMUNICATION MIX 18 2 13 42 14 CHAPTER 3 46 3 13 42 14

3 13 42 14 CHAPTER 4 83 3 13 42 14 RECOMMENDATIONS ABOUT SOLUTION TO PERFORM MARKETING COMMUNICATIONS MIX FOR HD COMPLEX OF HIENDUC CORPORATION 83 3 13 42 14 LIST OF REFERENCES 94 4 13 42 14 APPENDIX 1 96 4 14 42 14 APPENDIX 2 97 4 14 42 14

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8. Tran Thu Thuy (2010), Marketing communication mix to launch new products of Gummy bears in Song Thap Company	Khác
9. Philip Kotler (2000), Marketing management millennium edition, Prentice Hall Publisher	Khác
10. Philip Kotler and Kevin Lane Keller 13 th edition, Marketing Management	Khác
11. Philip Kotler, Veronica Wong, John Sauders and Gary Armstrong, Principles of Marketing, Prentice Hall	Khác