Repositioning strategy to affirm potential position and attract customers - "The golden hill attracts investors" Beverly Hills Ha Long

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Beverly Hill Ha Long is a project of villas, townhouses, hotel apartments, luxury apartments with a scale of up to 10.8 hectares . Beverly Hills is located in a prime location, fully equipped, luxurious, has a reputable investor in the field, but is not effectively communicated and has not affirmed its competitive advantage, mainly based on the investor's relationship.

Introduce

✪ Project: Brand Awareness & Sales Boosting Strategy

✪ Brand: Beverly Hills

✪ Field: Real estate

✪ Implementation time: 12 months

Background

The Beverly Hills Ha Long project has 35 remaining villas that are unsold due to their inconvenient location compared to other villas in the area. Accompanying Beverly Hills, NOVA Media has come up with a strategy to increase brand awareness & boost sales.

Target

General Objective:

Brand Analysis

Competitors

Grand Bay Ha Long

Overview

Product

Place

Price

Promotion

Promotion program:

– 3% discount for customers paying on schedule

– 2% discount for customers choosing 0% Interest Support Loan for 30 months

– 10%- 12% – 15% discount for customers who pay 50%, 70% and 95% early

– In particular, when the customer pays 50%, that is when the customer will receive the house.

– Give away PHU QUOC TOUR worth 100 million VND until July 31, 2024

=> There are discount programs to stimulate customers but they are not attractive enough.

Communication

– Communication channels:

+ Website: provides full information about the luxurious and classy Grand Bay Ha Long area. Customers can easily search for information and reference.

Latest update of apartment price list April 2024

+ Facebook: updates advertising information about Grand Bay villas, mainly in the form of videos with invested content

Run various types of Facebook Ads

+ Email marketing

+ Cooperate with newspapers and magazines for promotion

– Communication content: Grand Bay Ha Long's communication content focuses on:

About the resort, services and amenities

Share travel experiences at Grand Bay Ha Long

Customer Engagement

Building a luxurious and classy brand image

Strengths

– Owns a prime location on Bai Chay beach, beautiful view of Ha Long Bay

– Modern, luxurious, classy design with full amenities

– Good communication, creating a prestigious brand for Grand Bay Ha Long, attracting many domestic and foreign guests

Weaknesses

– Compared to other resorts in the area, Grand Bay Ha Long has higher prices.

– Focus on accommodation and resort services, and limit entertainment activities for tourists.

Sun Grand City Ha Long Park

Overview

– The first resort-style real estate complex planned synchronously in Bai Chay by Sun Group.

– Location: Located on the coast of Bai Chay, adjacent to the project's internal lake, next to the 5-star resort villa area Sun Premier Village Ha Long Bay and the bustling Shophouse area Sun Plaza Grand World.

Product

Place

Exclusive distributor:

– FourHome Real Estate Trading Floor

– NewStarLand Real Estate

Unit price: 90 million/m2 – 200 million/m2

Promotion

0% interest support for 30 months for loans up to 70% of the selling price.

-> There is a promotion program but the time and effectiveness of the program are unclear.

– Communication channels:

+ Website Sun Grand City

+ Sun Group Website

-> Only basic information about real estate projects and products, no public product prices.

Strengths

– There is no separate social media channel for the project.

– Agents do not communicate the project.

– Prime location, well planned and close to large entertainment complexes.

– Diverse and competitive price segments.

Weaknesses

– Limited communication, little information about projects, products and prices.

– Limit indoor entertainment activities.

– Limit incentives when buying real estate.

Source of growth

B2B Customers

Large Enterprise

B2B Customers

SME Business

B2C Customers

Retail customers

Characteristic

Retail customers with 1-2 users

Gender

Male, Female

Place to live

Nationwide

Cities, industrial zones

Nationwide

Age

Buyer decision maker: 35 – 50 years old

Buyer decision maker: 25 – 35

Income range

Because the demand is not much, the payment for the service is not much.

Consumer insight

They are large-scale enterprises, divided into many branches and systems.

They want products and services that can be custom made – private servers, self-control of data

Prioritize high security and convenience.

They are smaller businesses that have not used the e-Contract service and have not seen the need for the service.

Documents other than transaction contracts are mainly internal documents (internal contracts: receipts, payments; announcements, authorizations circulated internally, etc.)

They are small business owners, shop owners, decision makers on paper, etc.
They don't have much documentation. Just keep contracts (sales contracts, company legal documents, etc.)

They want convenience through Mobile app, easy to use and store

Provide product packages on electronic contract systems as desired;
Sign up and easy to manage, good experience;

Ensure high transparency and security;

Fully meet legal standards.

Product packages according to number of users and number of contracts.

Besides good customer experience, also information security;

Convenient, fast and resource-saving

There are separate packages for the number of contracts per month/year, convenient storage.
Has easy to use Mobile app

Reasonable price

Expected Attitude

(Describes customer expectations of the product)

Knowing VNPAYCONTRACT is a highly secure electronic contract product, businesses can build their own system, manage and coordinate easily.

Know VNPAYCONTRACT as the electronic contract product with the best features and experience on the market

Know VNPAYCONTRACT with a variety of products depending on your needs, easy to store and use when needed.

Expected Activities

(Describe the behavior the brand expects customers to perform)

Experience using Electronic Contracts from VNPay
Sign up and receive advice on a customized system for your business.

Experience the convenience of VNPAY Electronic Contract

Use VNPAYCONTRACT according to Bulk Contract packages

Word of mouth communication about the convenience of the product

Register and use VNPAYCONTRACT Mobile App

Long term use of the product

Word of mouth communication about the convenience of the product

Characteristic

Enterprise customers use their own server system to control documents.

Large number of users, divided into many branches.

Small and medium enterprises with the number of users in the system greater than 5 users

Place to live

Large businesses are willing to pay for services if they see the importance and necessity of the service.

SME businesses are not yet ready to pay for e-Contracts because they do not see the need.

SWOT

S

W

O

T

– VNPay brand advantage has recognition and large number of customers. Can take advantage of existing media and customer files
– Product Portfolio: Diverse product packages, suitable for the needs of many customer groups

– Brand Positioning: No brand positioning, unclear positioning direction
– Product Concept: No specific concept yet

– Price: no specific price policy yet, expected price is in the average range

– Market: The electronic contract market has not yet received much attention and use from many businesses.
– Brand Positioning: Building brand positioning in the market, creating a difference and leaving an impression

– Product Concept: Build VNPAYCONTRACT according to the feature concept to help customers visualize easily.

– Customer Experience: Enhance superior customer experience and security, legality

– Competitor: Products that are behind the market, have many big competitors with outstanding promotion programs and attract large customer files.

Strategy -> Brand Strategy, Marketing Strategy

Brand Positioning: Top 5 Brand in Electronic Contracts

Brand Attributes

Product: add pricing packages based on the time of using the electronic contract such as: monthly, yearly, etc.

Build a concept for VNPAYCONTRACT based on the service's features + benefits that the service brings

Place: Create a separate website for VNPAYCONTRACT. The website will provide full information about products, services, prices, and promotions. The website can also be used to conduct electronic contract transactions.

Promotion: media coverage on all platforms: from direct marketing to indirect marketing

→ VNPAYCONTRACT should focus on channels that reach the maximum number of B2B customers: email marketing or web SEO, events (talkshow/webinar/...)

Campaign

Phase 1: Base

– Build an overall marketing strategy in 2024.

– Build core product platform.

(Product story, product identity, positioning…)

Phase 2: Launching

– Research customer insights, attract customers to interact with products;

– Implement approach through brand touch points with individuals and businesses;

– Build trust in product quality and brand reputation;

– Access to VNPay's existing customer base.

Stage 3: Consideration & Conversion

– Promote communication activities and reach target customers;

– Implement transformational impact activities;

– Build customer content lines about brands and products based on content lenses.

Phase 4: Amplify

– Maintain touch points and product communication;

– Evaluate and optimize conversion impact activities;

– Spread and enhance love for branded products;

– Customers introduce products and services to friends, relatives and partners;

– Develop customer files from the experience journey with the brand.

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