PRESENTATION

VINCOM

MEGA MALL
SMART CITY
Group 3
Đinh Thị Mỹ Linh
Bùi Thị Ánh Nguyệt
Nguyễn Thị Thu Trang
 COMPANY BACKGROUND
RESEARCH RESULTS
CUSTOMER SEGMENTATION & PERSONA
COMPETITORS
SWOT ANALYSIS
MARKETING TRENDS B2B STORES
CONSUMING TRENDS
DEVELOPMENT TRENDS

AGENDA
STEP 1: OBJECTIVES AND AIMS
STEP 2: DEFINING TRENDS
STEP 3: CONCEPT DEVELOPMENT

STEP 4: SCREENING AND FEASIBILITY

STEP 5: DEFINING STAKEHOLDERS

https://vincom.com.vn/
STEP 6: SIGN-OFF
PRODUCTION & OPERATIONAL LOGISTICS
VINCOM MEGA MALL
SMART CITY

COMPANY
BACKGROUND

Vision
Mission
Core Values
Positioning
 VISION
To develop into the most successful retail
space in Vietnam, both in terms of volume and
speed of development, as well as the high-
class service quality that is offered in all
provinces and cities across the country, with

VISION &
the ultimate goal of competing on an

MISSION
international level.

MISSION

Delivers retail, entertainment, and dining

experiences that help shape lifestyles for
the people of Vietnam.
B ringing modern shopping, quality
products, and premium services,
introducing consumers to the latest trends
in retail experiences.
VINCOM MEGA MALL SMART CITY

PIONEERING
By introducing cutting-edge
shopping, entertainment, and
dining experiences, this initiative
contributes to the development
of novel consumption patterns
CORE VALUES
among the Vietnamese
population, while also fostering
enhanced connectedness.

INNOVATIVE
Increasing Vietnamese
consumer spending through a
cutting-edge shopping center,
premium goods, and first-rate
service.

NEW LIFESTYLE ICON

A new icon of the urban way of
life that helps propel the growth
of contemporary cities.
POSITIONING
The initial appearance of the Life-
design Megamall paradigm was
observed in Vietnam, providing
customers with diverse and
distinctive experiences

The proposed concept entails the

creation of a novel experiential
environment, serving as a
destination that draws inspiration
from futuristic elements .

The entertainment complex is

characterized by its
distinctiveness and individuality .

The anticipated course of events in

light of Generation Z 's projected
preferences.
TARGET AUDIENCES
Shopping Mall Visitors
Vincom citizens
Upper middle to high-income
segment
Familiar with Vingroup's all-in-one
system, love the convenience of all
amenities being right under the
doorstep
Desire to experience new, colorful
things to enjoy the joy of life
Surrounding citizens
Living near VCCM
Middle to upper middle
Familiar with shopping at markets
and small stores
Passengers
Middle to high income
The target audience is quite wide:
people who come to shopping
malls to visit and experience
entertainment services
Attracted by event activities, WOM
TARGET AUDIENCES
Event targeted audience: Gen Z

Behavi our Psychographi c

desire to discover new

Motivate
Eager with sales
promotion things/ new experiences
Often have partners when Want self understanding,
go to shopping mall attracted to self-discovery
Buying channels: activities

Object
On: Ecommerce & High price products
Scommerce: Focus on low price with low quality
convenience and speed when
purchasing; compare prices;
See product feedback
Demographi c
Off: Focus more on Age: 15-26 Marital status: Single, young
entertainment and Gender: F & M family, in relation
experience when shopping Location: Western Hanoi Income: mostly low to middle

Fi nanci al pai npoi nt: Gen Z i s qui te pri ce s ensitive

 TARGET AUDIENCES
Tenants
Demographi cs Psychographi c
Vincom mega mall smart city Impulsements to join the event program
has nearly 130 tenants to High volume of visitors
serve the consumers and Purchase conversion
enhance their shopping Attractive and suitable event
experience. program
Food and Beverage Objections to join event program
Fashion Lack of support actions from the
Entertainment organization unit
Others Irrelevant/ conflict program’s
message/ concept

Behavi our
Compare the event program with the core value of their brand to
find a common voice
Approve incentive programs with brand leaders

scared of joining event without help when

Support painpoint they are in trouble
Pai npoi nt s Process painpoint scared of complicated flow design, which
slows their customer experience
COMPETITORS ANALYSIS
COMPETITORS ANALYSIS
AEON MALL
Identify : Biggest and most directive competitor Target segment: Middle & Upper middle income
Mission: Aeon's mission is to bring maximum Slogan: “ Sharing a sense of lively participation”
satisfaction to customers Products/Services offering:
Vision: Fashion
Basic philosophy: Customer first Entertainment
Management philosophy: AEON MALL is a Life Cuisine
Design Developer that works with
communities and produces ways of living for
the future .

Source: Aeon Mall ESG Report 2022

 COMPETITORS ANALYSIS
LOTTE MART
Mission: We enrich people’s lives
by providing superior products and services
that our customers love and trust.
Vision: Lifetime Value Creator
Core value: Challenge, Respect, Originality
Target segment: Upper middle income
Slogan: “Next standard of grocery shopping in
Vietnam”
Products/Services offering:
Fashion
Entertainment
Cuisine

Source:
https: //www. lotte. co. kr/global/en/about/mi ssi on. do
COMPETITORS ANALYSIS
BIG C GO

Mission: To be the destination for consumers and

the best retailer to satisfy customers
Vision: Towards sustainable development
Value :
Customer satisfaction
Innovation initiatives
Sustainable development
Transparency
Shared value

Target segment: Mass to middle income

Slogan: “ Price is always cheaper”
Products/Services offering:
Fashion
Entertainment
Cuisine

Source: https: //go-vi etnam. vn/home. html

COMPETITORS ANALYSIS
Competitor Strength Weakness

Their people: Staffs are professional with

strict requirement to generate happy
experience to customers
Aeon Mall Appealing promotion
Far from city centre

Japanese products and events

Diverse types of entertainment

Located in the crowded area of the city

High income segmentation may reduce the
Lotte Mart Diverse and high-quality products and
strength of crowded area
services

Cheap price Focus mostly on purchase product, less activities,

Big C Go High identity, brand awareness events and entertainment services
Quite convenient location Customers in the tenant stores are not huge
 SWOT ANALYSIS
Modern design, leading the trend with the model of "life
design mall”

S W
Unique and new architecture integrating modern Geographical location far away from the busy urban city
technology and natural indoor architecture => impressive causes obstacles and reduces footfall
experience to visitors and shoppers. Unprofessional staff + loose management actions =>
Vincom retail is at dominant position and nationwide scale prevent customers from having an enjoyable experience
Leverage the Best in Country Vingroup Ecosystem
Vietnamese shopping centre
Financial support from Vingroup

The economy is recovering after the covid 19 pandemic

People want to go out to gather, interact, and have

O T
experiences together Strong and intense competitors
State preferential policies to promote domestic - Offline: located in a more convenient location, has a
enterprises competitive advantage
Area with high growth rate => long-term opportunity - Online: Strong development of e-commerce platforms
Technological development => deepen and enlarge the
experience of customers
MARKETING TRENDS
AT THE POINT OF SALE
Product display : Stores often display products in an
eye-catching and attractive way, to impress customers.

Product introduction : Stores often organize product

introduction activities to help customers better
understand the products and brands.

Promotions and discounts: Stores often organize

promotions and discounts to stimulate customers'
shopping needs.
 CONSUMING
TRENDS
Shopping for furniture, phones,
motorbikes : low demand
Jewelry and accessories : low demand
Fashion : Gen Z rarely buys clothes here
because brands have prices ranging
from medium high to luxury.

Food and beverages:

Customers and residents mainly go

Entertainment : mainly attracts children and young
families. Gen Z rarely plays here, because there are
few attractive games.
to Winmart to buy food and daily
necessities
Korean and Japanese restaurants
are very popular with customers.
Milk tea and ice cream stores,
especially Japanese milk tea on the
boat, are very attractive to Gen Z
DEVELOPMENT
TRENDS

Vincom Mega Mall Smart City is th e first new

generation shopping m all in Vietnam, following
the model of "Life-desig n mall". This model
provides customers with a space for shopping,
entertainment and connection with many high-
class and diverse brands.

Vincom Mega Mall Smart City i s also a pioneer in

applying smart technologies to enhance
customer experience and satisfaction.
 1.VCMM objectives:
Reach 110% footfall

OBJECTIVES
Increase 10% total revenue during event

2. Marketing objectives:
Increase the event's social media presence
B oosting community involvement
Increase brand recognition for VMMC.

3. 5Es:
Engage: Engage and emotionally connect with
participants
Entertain: With a wide range of entertainment
activities, customers can feel happy and enjoy
their moment there.
Educate: understanding characteristics of each
person and cultural values all over the world.
 DEFINING TRENDS
1.MACRO TRENDS
TECHNOLOGICAL FACTORS
The internet is lightning-fast and
available everywhere. Organizing events
requires cutting-edge technologies like
AI, VR, etc.
Various ways to approach customers:
social media, website, Online registration.
THE RISE OF EXPERIENTIAL
MARKETING
Consumers are increasingly looking for
experiences that are more than just
transactional. They want to be entertained,
educated, and inspired. Malls can capitalize
on this trend by organizing events that offer
unique and memorable experiences.
ENVIRONMENTAL FACTORS
The growing awareness of
environmental issues is leading to a
demand for more sustainable events.
More event organizers are increasingly
looking for ways to reduce their carbon
footprint and use recycled materials.
THE NEED FOR
PERSONALIZATION
Consumers want experiences that are
tailored to their interests and needs.
Malls can personalize events by offering
different options for attendees.
 DEFINING TRENDS
2.MICRO TRENDS
RISE OF MICRO-EVENTS AND
ART AND CULTURAL EVENTS
HYBRID EVENTS
Art and cultural events are designed
Micro-events are smaller, more intimate
with various themes and concepts. It will
gatherings that offer a more personalized
become even more critical as a way to
experience for attendees. They are often
promote understanding, tolerance, and
used to connect with a specific audience
creativity.
or to promote a particular product or
service

Hybrid events are partially or fully online.

The trend emerged in response to the
pandemic to reach a larger audience
while maintaining personalization and
social distancing.
CONCEPT SCREENING
Budget
800M VND for 2 months Marketing
event ~ 100M VND for a Design events & Potential attendees'
week engage with insight
attendees
TA: Vincom citizens, Wants:
surrounding people, - Memorable
Time tenants experience
Nov & Dec Ads: Online ads reach - Beautiful place to
check in and share
photos
Overall fact of gen Z:
Event Operation
- Confused in orienting
Aims and objectives 8 events in 8 weeks
self-image, not
Increase Footfall 10% during 2 months
understanding themself
Increase sales 10%
- Now, they are nearly
Attract gen Z
in adult age => Focus on
Fit with company's
the future orientation
value Health and safety
CONCEPT SCREENING
Potential
Aims and Event Health and
Concepts Finance Time Marketing attendees'
objectives operations safety
insight

The Future is
now

Explore the
world,
discover
yourself
 CONCEPT1
THE FUTURE IS NOW

Honoring the present, shaping the future

with Vincom Mega Mall Smart City

Vincom Mega Mall Smart City is a place where

the future is happening now. We are committed
to providing our customers with the latest and
greatest in retail, dining, and entertainment, so
that they can have the best possible experience.

=> Rejected because this concept does not

represent pioneering or innovation in Vincom's
core value. They want the newest things and
stay ahead of new trends
CONCEPT2
EXPLORE THE WORLD,
DISCOVER YOURSELF

Insight Idea
”As a Gen Z, I am trying my best to Vincom Mega Mall Smart City is like
understand myself, find the place an adventure that takes you to new
where I belong, and meet like-minded lands, approaching new and
people. I would love to explore and interesting cultural colors. Using
adventure myself to the new land in the image of the “inspiration
both physical and mental meanings. It waterfall”, we built a commercial
is a good way to understand every port for cultural exchange ,
aspect of life, find out the real color of bringing you interesting
who I am, and shape my lifestyle” experiences in food, entertainment,
and fashion, thereby helping you
better understand yourself and
shape your favorite style .
CONCEPT DEVELOPMENT2
Why
(Purpose, Motives, and
Objective)
Increase 10% Footfall and 10% sales for the shopping mall
Concept: Life design, New style
Convey the spirit of the campaign: offers a creative experience
where young people express their individuality and meet like-
minded people
Key image: Inspiration waterfall

Who Gen Z
(Target audience, Attendee
Tenants
numbers)

What Series of events to help visitors adventure and understand

(Activities, Program, Format) themself

When November and December 2023

Where Vincom Mega Mall Smart City

EVENT FLOW 8-week events

First destination: Vietnam

Western culture
Second destination: Korea
Explore the world
Third destination: Italia
Eastern culture
Fourth destination: France
Explore the world,
discover yourself
The World is Yours to
Explore: A Photo Exhibition
Understand yourself
Art creation workshop

Discover yourself
Christmas Festive

Connecting people
Year-end party: Dance
challenge Live Audition
 HOW IT FIT WITH CORE
INNOVATION
Use the natural in-house
VALUE OF VCCM?
material “inspiration waterfall”
to generate the event
Latest technology is also
applied in the event to
profound the experience of
visitors

PIONEERING
Being the first shopping center
to celebrate commercial port
event inside the mall

NEW LIFESTYLE
Discover who you are and
shape your favorable lifestyle
Moodboard_Explore the world
Eastern
W1 W2
Moodboard_Explore the world
Western
W3 W4
Moodboard_Discover yourself
Understand yourself
W5 W6
Moodboard_Discover yourself
Connecting people
W7 W8
STAKEHOLDER ANALYSIS

INTERNAL EXTERNAL

EVENT MANAGER EVENT ATTENDEES

EVENT ORGANIZING TEAM KOLS
LOGISTICAL DEPARTMENT SUPPLIERS
MARKETING TEAM LOCAL COMUNITY
LOCAL AUTHORITIES
MEDIA
SPONSORS AND PARTNERS
EMERGENCY SERVICES
STAKEHOLDER ANALYSIS

LOCAL AUTHORITIES EVENT MANAGER

SPONSORS AND PARTNERS EVENT ORGANIZING TEAM
EMERGENCY SERVICES MARKETING TEAM
SUPPLIERS

EVENT ATTENDEES
LOGISTICAL DEPARTMENT LOCAL COMUNITY
MEDIA KOLS
SIGN-OFF
CHOOSE AN EVENT
FOR PLANNING
WEEK 3 - DECEMBER
CHRISTMAS FESTIVAL
 Event activities
Christmas tree lighting ceremony
Santa Claus meet and greet
Young generation’s activities (face
EVENT painting, arts and crafts, etc.)
Food and beverage vendors

PRODUCTION Shopping discounts

Management of the people on site:

Vincom's human resources and event
organization team
EVENT Sound and lighting
For lighting, you we use a combination of

PRODUCTION traditional Christmas lights and LED lights. We

use spotlights to highlight specific areas of the
venue, such as the Christmas tree or the stage.
For sound, combining classical and modern
Venue selection
music brings a joyful, enthusiastic Christmas and
space that often hosts VCMM Events
New Year atmosphere
EVENT
PRODUCTION
In-person experience
Staging and decor Organize activities for participants such
We use colorful and modern decorations to as Christmas decorations, painting,
reflect the pioneering, innovation, and new life- writing cards for loved ones, and taking
style values of Vincom Mega Mall Smart City. photos with Santa Clause
LOSGISTICS
PLANNING
FOR EVENTS
PRE-EVENT Step 1: Deliver and load-in equipment, services
and goods.
From 18 to 19/12 (background, tables, chairs,
decoration…)
CHRISTMAS FESTIVAL
Step 2: Install temporary structures ( 20 /12)
Prepare stage, Christmas tree

Step 3 : Install technical equipment: sound and

lighting systems,F&B, emergency... (21-22/12)

Step 4: Decorate and prepare small items like

chairs, tables… (22-23/12 )

D ecorate in each store that has activities for

Christmas such as: gaming area, stage at 1st
floor…
 DURING THE
EVENT
Communication
For attendees, providing
information in advance of the
event, such as a detailed program
and map. It also mentions the use
of public address systems,
information boards, video boards,
and mobile apps to communicate
with attendees during the event.

Crowd management: For event team members, the

Conduct a risk assessment to identify potential
hazards and develop mitigation strategies.
Train staff on crowd management procedures.
Have a contingency plan in place in case of an
emergency.
Clear signed entrances and exits
Use of crowd barriers and fencing
paragraph emphasizes the
importance of having a clear
communications plan and using the
right equipment. It also stresses
the need to test the equipment in
advance to ensure that it is working
properly.
POST-EVENT Dispersing the event attendees

Clear plan in place. This involves opening

CHRISTMAS FESTIVAL additional exits, providing transportation, or
staggering the departure time.
=> Open up all of its exits to allow attendees to
leave the mall in a more dispersed manner /
provide shuttle buses or taxis to help attendees
get home.
Communicate the plan to attendees: signage,
public announcements, or social media =>
post signs at all of the exits with instructions
on how to leave the mall / make
announcements over the loudspeaker system
to let attendees know about the
transportation options available
 Loading out the equipment and goods
POST-EVENT Coordinate with suppliers and contractors. =>
have access to the site to load out the
equipment and goods
CHRISTMAS FESTIVAL => Coordinate with the vendors who provided the
decorations and food for the event to ensure that
they have a time and place to load out their
equipment.
Have a plan for storing the equipment and
goods => renting a storage facility or finding
a place to store the equipment on-site.

Cleaning up the site

Cleaning service/staff
Environment: Recycle or dispose of waste
properly=> recycle all of the cardboard and
plastic used for the decorations and food.
 RISKS ASSESSMENT
Significant Occurrence
Risks Mitigations
level probability

Crowd Management: many people participating in Avoid: Design the event appropriately so as not to overlap too
High High
the event => chaos many people, causing dilution of the event

Children Attending or Participating: Visitors include

High Medium Reduce: receptionists or supporters in the crowded place
children => risk of lost from adults

Tenants do not participate in promotional events High Low Avoid: consider the policy

Few people attended the event High Low Reduce

Aggressive behaviour Medium Low Accept: training employees to successfully deal with the situation

Unpredictable Weather Low Low Less effect because of in-house event

Health problems of attendees High Low Reduce: Medical Assistance Requirements

Reduce: equip event with fire-fighting equipment, train staff on

Potential Fire Hazards High Low
firefighting skills

Transfer: Food safety is on the responsibility of the restaurant

Food safety High Low tenant. However, actions on checking food safety weekly is
needed
 Vincom Mega Mall
Smart City
PRESENTATION

Thank
You.
Visit Us

https://vincom.com.vn/vincom-mega-mall-
smart-city