Vietnam Business Case Competition 2021 (VBCC) organized by VinUniversity and Vincom Retail JSC, empowered by Cornell University. Our team has to propose a solution to reinforce the No.1 place of Vincom Mega Mall Royal City by applying digital transformation. Looking forward to receiving your feedback.

1. VINCOM MEGA MALL ROYAL CITY CASE STUDY 2021
Hello, we are BERNICE
“REJUVENATE THE FUTURE OF RETAIL EXPERIENCE”
_____

2. SITUATION
Malls in Vietnam are in a fast-growing trend. Vincom Mega Mall Royal City is
the largest retail in the Vincom Retail shopping chain
COMPLICATION
Growth of E-commerce + New Retail Trends force Retailers to change to exist
QUESTION
How to rejuvenate Vincom Mega Mall Royal City to become the No.1 place that
initiates and spreads trends to the targeted customers?
ANSWER
• Enhance customer experiences by integrating new features into VinID app
• Increase the footfall & revenue by trade marketing and rebranding activities
EXPECTED OUTCOME
• Becoming the top-of-mind shopping mall of 2 million people in Hanoi
• Increase 15% of footfalls and generate 250 billion VND after 6 months
EXECUTIVE SUMMARY

3. Malls in Vietnam are in a fast-growing trend...
Malls in Vietnam are developing significantly, with the nurture of rising consumer spending, yet are
threatened by growing e-commerce
However, along with numerous opportunities, they encounter several challenges
Increasing consumer spending
16.31%
Average Growth Rate
of Shopping Malls,
2010 - 2020
Opportunities
Increasing urbanization
32315
33311
34319
35332
36346
30000
32000
34000
36000
38000
2016 2017 2018 2019 2020
(thousands)
Urban Population of Vietnam, 2016 - 2020
74,295
75,052
74,542
74,042
74,632
73,500
74,000
74,500
75,000
75,500
2015 2016 2017 2018 2019
Vietnam's Consumer Expenditure, % of GDP,
2015 - 2019
Challenges
➢ Growing E-commerce
➢ Lack of customers' insights
➢ MKT channels are losing impact
➢ Changes to the tenant mix
➢ Enhance retail experience – a way to drive traffic
➢ Technological innovations
1
In the near future, Mall is not simply a
destination - It is about experience.
Traditional retailers are gradually
transforming from department stores
into shopping malls.
Key trends to watch
Transformation
MALL ANALYSIS
75% Active e-commerce penetration
33M Number of digital consumers
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
2
Source: Urban population in Vietnam from 2015 to 2020 (Statista)
Urban population (Data.worldbank)

4. High Price
Whereas being positioned mid-to-high-end by customers. Vincom Mega Mall aims is to cover all income
segments from competitors.
Low Price
Upper Middle
Classe
Middle Class
COMPETITORS
Top key players in retail which integrated many services
Target
Positioning
Location
Omni-
channel
Vincom
Mega Mall AEON Mall
Lotte
Department
Center
BigC Go
Mass to middle
income (most
under 35)
All – in - one
In the center of
key cities
App VinID, Shop
& Go
Middle to upper
middle income
One-stop
shopping;
affordable price
In the suburb of
key cities
Website
AeonEshop;
App Aeon
VietNam
Upper middle
income
High experience
High price
In the center of
key cities
Smart brochure
& smart pick-up
(click & collect
model);
Lotte.vn
Mass to middle
income
Low price
In the heart of
provincial
towns + urban
non-center
districts of key
cities
Prepare to
launch
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
Source: Lottemart.com.vn
Aeon.com.vn
BigC.vn

5. Mall is still a very excellent place, but it still be a best choice
for visitors in the future?
When people's demand is more sotisphicated than ever...
People have focused on health and wellness and dining at
home, as well as a broad-based shift towards e-commerce.
They both ask for convenience, safety, healthiness...
Vietnamese consumers have
reduced their frequency of
visits to supermarkets, grocery
stores, and wet markets
Customer expectations have changed, we live in an era where
customers expect us to understand their wants and needs
Vietnamese have increased
their online shopping
Customers are more likely to purchase
from the company that offers
personalized experiences
... and also want beyond of their expectations
KEY ISSUES
50% 25% 80%
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
Source: Vietnam consumer retail 2020 (Deloitte)
Connecting with meaning 2020 (Deloitte)

6. BUSINESS OBJECTIVES
➢ Increase 15% of footfalls after 6 months
➢ Generate 250 billion VND after 6 months
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
The largest complex of commercial and entertainment centers in Asia,
according to the international standard mega mall model, with more
than 600 stalls, food streets and many unique experiences
Positioned as "One destination - All needs - Many options“, VMMRC
aims to become the “No.1” place in targerted customers
MARKETING OBJECTIVES
➢ Becoming the top-of-mind shopping mall
of 2 million people in Hanoi
➢ Reinforce the leading position and mission
of Vincom Mega Mall Royal City
➢ Increase 50% customer loyalty
BUSINESS OBJECTIVES

7. CUSTOMER PERSONA
Demographic
➢ Male/ Female of 18-27 Y.O
➢ Living in Ha Noi
➢ Income class CBA+
Lifestyle
➢ Tech-savvy, active on social platform
➢ Look for the modern & convenient lifestyle after
normal daily
Shopping mall behaviour
➢ Go to the mall with friends/partner or alone
➢ Prefer going to the shopping mall in freetime 2-4
times/month, spend 1-3 hours for intergration
demand (shopping/ entertainment/ dining)
Visitors have intergration demand
whenever go to the mall
Main type
Frequency
(month)
Prioriry
demand
Spend
University
students
2-4 times
Entertainment
Dining
Shopping
Kill time/
Hangout
100k-500k
Later of
millienials
2-4 times
Dining
Entertainment
Shopping
Supermarket
300k-1000k
Family
1-3 times
Dining
Shopping
Supermarket
Kid play
ground
500k-1000k
18 – 23 23 – 27 27 – 35
TARGET CUSTOMER
More frequency, prefer personalized
services, easy to catch and spread the
technology trend
"Experience Seeker"
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
Source: Customer interview & survey
The future of the shopping mall (Mckinsey)
Going to the Mall – Survey Report (Jakpat)

8. PRE-EXPERIENCE EXPERIENCE POST-EXPERIENCE
PHASES
TOUCH
POINTS
CUSTOMER
THOUGHTS
CUSTOMER
ACTIONS
PROPOSED
SOLUTIONS
Consideration
Awareness Arrival In-mall stroll Entertaining Eating Shopping Resting Travel home Remember
Find a place
to entertain
Discuss with
partners &
compare
between places
Make decision
on VRC
Find parking
lot Navigate to the
planned destination
Window shopping
and buy deals
Pay for ticket & enjoy
Decide foodshop
on the go
Find my
vehicle
Find the
resting area
✓ ads
✓ WOM
✓ google
✓ Social network
✓ reviews
✓ safeguard
✓ parking
machine
✓ mall layout
✓ signposts
✓ elevators
✓ assistants
✓ payment
✓ location of
restaurant
✓ restaurant
cuisines &
services
✓ merchandise
✓ promotion
✓ customer
service
✓ payment
rest area
availability
& distance
Instruct customers
the easiest and
shortest way to the
destination
Help customers to
update about the
reservation status &
review of restaurants
Help customers to
update deals and
promotions of
brands
✓ safeguard
✓ parking
machine
Relax & recall
the journey
Instruct customers
where to find and
remember their
parking lot
Delight point
Pain point
CUSTOMER JOURNEY MAP
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS

9. Parking and navigation issues in the mall are an underappreciated
point
I am always looking for enjoyable experiences for my integration
needs in a modern and convenient way
Just one factor can make me hesitant to visit the mall rather than
other similarly convenient locations
TRUTH
MOTIVATION
TENSION
I prefer the modern and convenience in one place like
malls for my integration demands. But the difficulties in
the parking or navigation in malls easily make me
reluctant a little when thinking of.
INSIGHT
CUSTOMER INSIGHT
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS

10. BIG IDEA
DIGITALIZE THE ORDINARY EXPERIENCES
Reluctant visitors
People are reluctant to
go to the mall when
think of the difficulties in
parking or navigation.
Break all the barriers
and bring the services of
mordern life
---
By applying
digitalization to solve the
customer painpoint
Enthusiastic visitors
People do not hesitate to
choose mall in order to
fulfill their integration
demand thanks to being
taken care of every
experiences
“Bring the best experiences to fulfill every ordinary customer demands”
With digital transformation, our mission is to digitalize and personalize every customers' experience to enhance customer loyalty
BRAND PROMISES
STRATEGIC APPROACH
Vincom Mega Mall
Royal City
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS

11. Promotion
List
NAVIGATION
Location-based indoor map
Parking spot map
JOURNEY SUGGESTION
Find the nearest restaurant
Quiz to suggest journey & activities -
"Build your journey with us"
PROMOTION LIST
Store list, promotion
information & pre-order
Push notification for new service/
promotion
Navigation Journey
Use the data-driven AI algorithm called
"Find the nearest restaurant" to suggest
the best choices based on customers's
preferences of food type, price range,
attached with restaurants’ reviews,
availability and promotions.
Provide smart card/digital payment
methods in VinID instead of visible
card, use GPS tracker to
navigate parking location to navigate
when going between in-store
and parking lot.
Provide free Wifi and GPS tracker
technology to instruct customers to
navigate to destinations (stores,
entertainment hubs, restrooms,…)
Notification bell to remind users with
daily updated brands good deals,
promotion and new services provided
at Mega Mall.
Provide user with a list of stores and
promotion information (discounts
level, expiration), allow them to pre-
order online and pick-up at Mega Mall.
Use the predictive learning algorithm
called "Build your journey with us" to
customize the mall journey (shopping,
experience, F&B) based on customers'
interests and past behaviours.
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
INTEGRATED FEATURES IN VINID APP

12. PHASE
OBJECTIVE
BRAND ROLE
KEY HOOK
SUPPORTING
TACTIS
TRIGGER
➢ Trigger the curiosity for the
place that people often
spend after daily normal,
intertwine the VMMRC’s USP
image and increase the
awareness of the VinID app
for VMMRC
➢ Engage people to come and
experience
One destination for all needs -
now better.
Bumper ads, OOH
Fanpage content, Social media
ENGAGEMENT
➢ Introduce the latest
technology and engage
customer for trials VinID app
and Vincom’s new features
Break the barrier to bring the
best experiences
KOL reviews the experienced
adventure, booth activation,
trade marketing
Fanpage content, Social media,
PR, TVC
SUSTAIN
➢ Amplify & maintain awareness
and regular usage of mobile
app, reinforce the leading
position in technology
➢ Enhance the other experiences
to convert customers to loyalty
Always bring the
best experiences to the customers
Digital transformation
conferrence, technology exihition,
sponsorship
Fanpage content, Social media, PR,
email-marketing
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
DEPLOYMENT PLAN

13. ➢ Main idea: The 6s advertising series (Bumper ads) recreates everyday situations when people want to find an
entertaiment place which fulfills their demand. Integrate the VMMRC’s USP services and trigger the introduction of
the vin ID app
➢ Tone & mood: Simple, , attractive, convenient
➢ Tagline: “One destination for all your needs - Now better”
Idea 1: Mom, I want go to play this weekend,
Where to go?
=> Recommend the Kid Dream, ice rink, food street
Idea 2: So tired ! I want to relax.
Now where to go?
=> Recommend VCCA, bowling center...
Idea 3: Hey buddy, go to shopping
tomorrow? But where to go?
=> Recommend the fashion street
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
DEPLOYMENT PLAN | TRIGGER
1. BUMPER ADS
2. OOH
Print ads
demo in
the
building
A set of print-ads featuring the key messages to trigger the curiosity
In bus
stop
In mall

14. • There are 3 types of KOL representatives for 3 types of persona (family/ shopping/ hangout with friends)
• KOL review the experienced adventure with the features Vincome in VinID app, promote the feature of journey suggestion/ navigation/
parking/ promotion list
• Using VR games with instant interactive technology for
users to play a fun games. The rewards will be the
discounted shopping vouchers in VMMRC
• The condition is the visitor must download the app and use
the features to continue explore the journey in mall and
use the vouchers
When customers use the services and make payment
by VinID, they receive a discount voucher for another
type of services – cross selling helps increase ability to
buy
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS
DEPLOYMENT PLAN | ENGAGEMENT
1. KOL review the experienced adventure
2. BOOTH ACTIVATION 3. TRADE MARKETING

15. Conferences about digital transformation in
Vietnam, where gather most modern
technology applications in order to reinforce
the leading position in technology
Other technology products or services from Vingroup
such as: cars, TV, smartphone, Shop & Go... will be
presented in VCCA. Showing the development in the
application technology into every aspect of Vincom
Amplify & sustain awareness with relevant
sponsorship
Vin Retail can become the pioneer and
enhance the beautiful shopping experience
with subtle scent or light
DEPLOYMENT PLAN | SUSTAIN
1. Digital transformation conference 2. Technology exhibition
3. Sponsorship 4. Other suggestions
DIGITAL
TRANSFORMATION
V
C
C
A
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS

16. RISK & MITIGATION
TIMELINE & BUDGET
9th month
8th month
7th month 10th month 11th month 12th month
First 6 months
Budget
Engagement Sustain
Trigger
Technology
Marketing
Social media, PR
Develop the
features in VinID
Lauching new
features
Bumper ads, OOH Activation booth
KOL reviews
Trade marketing
Digital
transformation
conference
Technology
exhibition
Sponsorship
Other
development
Evaluation point
5.000.000.000 VND 500.000.000 VND 1.000.000.000 VND 500.000.000 VND 2.000.000.000 VND 1.000.000.000 VND
No Risk Mitigation
1 Customers complain about the
difficulties when using new app
features
- Launch a video of how to use new app features in Social
Media
- Organize personnel at VRC to guide customers directly
when using app at POS
2 Tentants reject to offer cross-
selling promotions
- Promise to synchronize tenants in Vincom Retail chain
(mega malls, shopping mall, centers)
- Share commissions with tenants
3 Great new product from
competitors
- Continuously innovate and improve app features and
retail experience to differentiate from competitors
Total: 10.000.000.000 VND
MARKET ANALYSIS CONSUMER UNDERSTANDING IDEA & EXECUTION
COMPETITORS ANALYSIS COMPANY ANALYSIS

17. _____
Love from Bernice Team
VINCOM MEGA MALL ROYAL CITY CASE STUDY 2021
THANKS FOR READING
“REJUVENATE THE FUTURE OF RETAIL EXPERIENCE”