TABLE OF CONTENT

EXECUTIVE SUMMARY BRAND ANALYSIS ACTIONABLE PLAN

BUSINESS LANDSCAPE CUSTOMER

RISK MANAGEMENT
OVERVIEW ANALYSIS
 Executive Summary
Objective: Rejuvenate the Vincom Mega Mall to become the “number one” place that initiates
and spreads trends to the targeted consumers
Issue: After 8 years of operation, Vincom Mega Mall has always been good at commoditized
shopping experience. However, experience in Vincom Mega Mall is now considered to be
"repetitive and less rejuvenated", which will degrade customer delight and lose loyal customers
into competitors.

Solution:
Route application
New attractions in a mall: Fury room and Galaxyland
Engaging activities and events in each month
Redesign fanpage

Size of prize in 1 year:

NPS >= 8 Customer Retention Rate = ((CE – CN) / CS)) x 100
Increase customer retention rate CE = Number of customers at end of period
month on month 4% CN = Number of new customers acquired during period
Increase visitors per day by 8% CS = Number of customers at the start of a period
Business Landscape
Retail market analysis
The Retail industry is estimated to be one of the most important businesses of Vietnam economy.
With 142 billion USD in the scale of the entire retail market until September 2020, it accounted
for 59% of the country's GDP
Factors of Vietnam economy that
benefit the retail industry
Golden population structure
High GDP growth rate
Stable inflation rate
High urbanization rate

Retail sales of goods and services (2010-2020) Trillion VND

Brand Analysis
High footfall Vincom Mega Mall Royal City is having a solid position in the
market with a large amount of footfall and GFA. However, it is
facing strong competitors which have great potential for growth
VRE's core business is leasing retail space in shopping malls.
Low High
Vincom's tenant revenues would increase as more brands come to
GFA GFA an expansive scale.
Thus, Vincom always has to take action to push more footfall to
attract brands, not only international brands but also local brands
by redesigning the customer experience.
Big C and Aeon Mall are the key competitors for high footfalls
Low footfall
at Vincom mega mall, as seen in the table categorizing chart
above.

Omnichannel: connect with customers,

advertise through offline stores, social “All-in-one" complex, mini-size
media platforms, websites. Channel POSITIONING Image of a European city
Free attending holiday events are held differentiation STRATEGY differentiation Biggest underground Shopping
frequently with different concepts each mall & Entertainment in Asia
year.
4. Customer Analysis
Generally, VMM does not have a specific target and is addressed to integrated development catchment areas and
families across all income segments. But the most potential is the age group under 35 and have an average income of
below 15 million VND per month that covers around 70% of current visitors. We divided into 2 types of customers.
Primary customer Secondary customer
16-25 youngsters live in the urban area 26-35 young couples with small kids at the age of 5-10
Income: 2-10M/month or have comfortable allowances Upper middle or high income, live in an urban area
Demographics from parents Professionals, officers
Occupation: Students, professionals Taste
Distance to the mall: drive time polygons of 10-20 min

Love to sightseeing and entertain in one place with friends Convenience and multitude of choices is prefer
Have a place to hang out with friends without thinking Want to take children outsides while spending time doing what they
Motivators
about where to go like
Love to go outside not too far from their house
Easily to be attracted into a same-aged concourse of
people/ Love trends Young, dynamic family with a modern lifestyle
Identifier Take much emphasis on themselves/ Themselves are Spending time with family is important
important

Occasions: regular occasion with friends or colleagues
Benefits: experience “all-in-one”. They can decide what
to play, what to eat or drink impulsively on the way while
Behavioral they are window- shopping
Spend money in a range of 100 - 500,000 VND, mainly on
entertainment activities or dining out for 2-4 hours, no or
less intention for shopping
Loyalty status: low - medium
Occasions: holidays, special anniversaries
Benefits: Time-saving, without moving a lot. Enough spaces and
attractions for kids while having their own recreation
Often spend more than 700,000 VND for restaurants, games for kids
Women usually spend money on shopping for themselves,
husbands, kids
Loyalty Status: quite strong because they have less motivation to
experience far new places except for special occasions.
Target customer profile

16-25 youngsters live in the urban

area
Income: 2-10m VND/ month
Desire to have “all-in-one"
experiences
Easily to be attracted into a same-
aged the concourse of people/
Love trends
Have a place to hang out with
friends mainly on entertainment
activities or dining out for 2-4
hours
They can decide what to play, what
to eat, or drink impulsively on the
way while they are window
shopping
Loyalty status: low medium
Customer journey
 Customer
Insight

I desire to enjoy and have a complete

experience journey with my beloved friends,
but a lot of choices in the mega mall make me
confused.
 BIG IDEA

Mall is not Small. Just See and Seek more!

Brand role: Vincom Royal City Mega Mall refreshes customers with new
and outstanding experience while maintaining high quality of products
and services.
a. Route App - Friend on every step
create a complete experience from open to end for customers in Vincom Mega Mall
b. New attraction and Events
Appendix
Vincom website, fanpage on Facebook
https://www.facebook.com/vmmroyalcity
https://vincom.com.vn/
Data about retail industry in Vietnam: https://www.statista.com/
Report about retail industry in Vietnam: https://bom.to/retailreport
Google Map: https://www.google.com/maps/