Brand communication plan

Positioning: Vincom Mega mall Royal City – ALL TO ONE

Message: New hall of experiences

Rasing awareness Bringing customers to RC

1 2
(1) PR - Article Music Event: "ALL TO YOU"
ALL TO ONE By most influential singers on the gen Z.
(2) Facebook Ads

(3) Billboard
Amee Hoang Dung Hoa Minzy
VinID will be used to check in the program

Encouraging customers’ avocation and VinID usage in Royal City

3
(1) Tiktok challenge: Challenge to experience all the "wow spaces" (2) Gameshow – Supermarket Sweep with VinID: Gameshow players
at Vincom Mega Mall Royal City will receive all products placed in the shopping cart if within a certain
time they can complete the challenge path through the VinID app.
Revenue Structure

Traditional Rent Structure New Rental Structure (McKensey)

The traditional rent structure undervalues the role The new rent structure allows mall operators to
of physical stores in the shopping journey capture the full value from retailers

Base rent $15 PSF/month + Base rent $11,25 PSF/month (25% discount)

Revenue share + +

-> Missing Omichannel purchase Footfall Charge ($1/customer)

How to persuade the tenant

● Since the ommi channel is gradually being applied by tenants -> The needs to have the customer's database -> Tenants
can completely track the customers entering the store to be able to target the correct set of customers and remarketing at
other touch points.
● Motivation for the mall to pull the customer into the mall and encourage them to come to their matched tenant.
Motivation for tenants to make the most out of customers once they stepped through the gate.
● Mall will create multiple promotions and point-of-sale activation activities to effectively increase the tenants' footfall.
Impact
Our repositioning strategy redesigns shopping experiences by

Tenant Reallocation Strategic digitalization

creating "wow space" to help Optimize VinID app to personalize the user
customers easily access exciting experience through directions, suggest products
experiences from the following they've just experienced, suggest the optimal
areas: technology, finess, fashion,... one-day rout for a group of friends or family

*Increase footfall
(Since our strategy increases the value bringing to the new target)

*Increase revenue
(Mall managers will increase rental revenue by implementing a flexible, footfall rent structure)
ALL TO ONE