Photograph: Kiribane Scdadfadfad PREPARED FOR TIME TO REST ... · Thao Dien Pearl, D2 Viettel, D10...

PREPARED FOR

June 26th, 2014

Scdadfadfad

TIME TO REST…OR TIME TO ACT? William P. Badger, Jr., Associate Director, Office Services, CBRE Vietnam

Photograph: Kiribane

2

VIETNAM’S REAL ESTATE MARKET

FROM TRADITIONAL MARKETS…

Dong Xuan Market – Hanoi (1890) Ben Thanh Market – HCMC (1914)

3


HIGH STREETS

Hanoi Old Quarter District 1 – HCMC

4


….TO SHOPPING CENTERS

Vincom Megamall – Royal City, Hanoi

Crescent mall – HCMC

5


AND LANDMARK PROJECTS – COMING UP

Lotte Center Hanoi SC Vivo City – HCMC

6


Vietnam has witnessed high annual growth in retail space

RETAIL EXISTING SUPPLY

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

2008 2009 2010 2011 2012 2013 2014f 2015f

HCMC Hanoi Phnompenh Yangon

Source: CBRE

7


Low retail density indicates room for growth or transition from wet markets/ street

shops to formal trade

SHOPPING CENTRE SPACE PER CAPITA SQM 2013

Source: CBRE Research Source: TNS

0.53

0.07 0.07 0.07 0.03

0.52

0.59

0.43 0.45

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

Kuala

Lu

mp

ur

Ha

no

i

HC

M

Ph

nom

Penh

Ya

ngo

n

Ja

kart

a

Ba

ngko

k

Ma

nila

Sin

gap

or

e

Re

tail

sp

ace

pe

r ca

pita

(sm

)

Retail Space per capita, Hanoi / HCMC vs. Regional markets

8


In 2014, Hanoi supply is twice as much as HCMC’s

RETAIL SPACE: HANOI’S VS. HCMC’S

448

32

41 16 6

2013 Supply

Aeon

SCVivoCity

Thao Dien Pearl

Others

Source: CBRE

HCMC, Retail supply in 2014 (NLA, ‘000 sqm) Retail supply by city (NLA, ‘000 sqm)

HANOI, Retail supply in 2014 (NLA, ‘000 sqm) -

200

400

600

800

1,000

1,200

HC

MC

Han

oi

HC

MC

Han

oi

HC

MC

Han

oi

HC

MC

Han

oi

2011 2012 2013 2014N

LA (

‘000

sm

)

Existing supply New supply 570

23

100

35

24

20 257

2013 Supply

Ho Guom Plaza

Times City (P2)

Lotte Centre

Mo Market Shopping Centre

Lotte (Mipec Tower)

Others

9


Hanoi ranked 1st with 30 new entries in 2013

TOP CITIES FOR NEW BRANDS, 2013

Source: CBRE’s Retail Hotspot s in Asia Pacific 2013

10


Big retailers entering the market

NEW ENTRANTS

New retailers in Hanoi

Upcoming in Hanoi?

Lotte Mart • 1st store in Hanoi

in March 2014

• 2nd store in Hanoi

in September

2014

McDonald’s • 1st store in HCMC in

February 2014, total

area 1,300 sqm

• 2nd opening soon in

HCMC

Starbucks • 3 stores in HCMC

• The 1st Starbucks in

Hanoi is expected to

open in 2014?

Aeon Mall • 1st shopping center in HCMC opened in January

2014 (47,000 sqm GFA)

• Aeon Mall Hanoi expected to open in 2015

Robins Department

Store • Occupied 10,000 sqm in

Vincom MegaMall – Royal

City

11


Completions in 2013 & 2014

NEW RETAIL DEVELOPMENTS

Pico Plaza, Tan Binh

Royal City, Thanh Xuan Times City, Hai Ba Trung Parkson Cantavil Premier, D2

HCMC HN

Aeon Mall Celadon City, Tan Phu

SC VivoCity, D7

Times Square, D1

Thao Dien Pearl, D2

Viettel, D10

Hanoi Square, formerly Hang Da Galleria

Lotte Shopping Center Ho Guom Plaza Lotte Mart (Mipec Tower)

Trang Tien Plaza

12


OFFICE MARKET

13


OFFICE MARKET OVERVIEW The overall Occupier Trend …

ECONOMIC

SOCIAL ENVIRONMENT

EFFECTIVITY

EMOTION

EFFICIENCY

2010 2011

2014

14


OFFICE MARKET ANALYSIS

Asia Pacific, Office rental cycle, Grade A&B, Q4 2013

Shanghai New Delhi Adelaide

Guangzhou

Hanoi

Shenzhen

Tokyo

Melbourne

Singapore

Manila

Taipei

Auckland

Kuala Lumpur

Brisbane

Beijing

Seoul

Ho Chi Minh City

Jakarta

Hong Kong

Bangkok

Canberra

Perth Sydney

Wellington

Bangalore A

K

M S

H

S G

C

W

A T

M

T

J

B B

S

N

P S

H S

B

H

M

B

Mumbai

HCMC

LANDLORDS TENANTS

Grade A and B vacancy rate: y-o-y

Grade A and B asking rent: slightly –

but watch for Grade B supply

HANOI

TENANTS LANDLORDS

Grade A vacancy rate:

Grade B vacancy rate:

Grade A and B asking rent: y-o-y

The Rental Cycle

15


VACANCY AND DEVELOPMENT PIPELINE, % OF STOCK Particularly in some emerging markets

Source: CBRE Research (As of Feb 2014)

High Risk of Oversupply Moderate Risk of Oversupply Low Risk of Oversupply

Sh

en

zh

en

New

De

lhi

Mu

mb

ai

Ba

nga

lore

Sh

an

gh

ai

Gu

an

gzh

ou

16


VACANCY RATE AT HISTORIC LOW IN SOME MARKETS Particularly in some emerging markets

Historic low Historic peak

Current level Long term average

Source: CBRE Research (As of Feb 2014)

Markets above 10-year average Markets below 10-year average

Low risk of oversupply High risk of oversupply

17


OCCUPIER TRENDS Work styles have changed

Technology rapidly changing

our world

Shift work – life balance

From individual to team focus

Changing generations

any time

any place

any device

More complex work

Need for communication

Source: CBRE EMEA Occupier Survey 2013

18


OCCUPIER TRENDS

Optimal work/life balance drivers

EFFECTIVITY

EMOTION

EFFICIENCY

1. Enjoyment at work

2. Flexible workspace

3. Mobile connectivity


19


OCCUPIER TRENDS

New ways of working

1. Corporate branding

2. Sense of belonging

3. Stylish and colourful


20


DESIGN TRENDS

Building Criteria for Corporates

1. Location - district, accessibility, transport, address, access to clients

2. Pricing - rent per sq ft, incentive packages

4. Building profile - architecture, street presence, identity

5. Design – floor plate, layout, efficiency

6. Specification - design criteria, quality of finishes, technical resilience

7. Arrival experience - size, finishes, level of service, security

8. Building management - efficiently run, service charges, security protocol

9. Landlord - reputation, "customer“ focused or shareholder focused?

3. Lease Flexibility - lease term, expansion / contraction options

10. Sustainability - BREEAM / LEED rating, green credentials


21


BUILDING TRENDS

Building profile

1. Architecture

2. Visibility

3. Lighting

4. Art

ICC, Hong Kong

CBRE Appointed Marketing and Leasing Agent

22


BUILDING TRENDS

Design

1. Main lobby

2. Lift experience

3. Natural light

4. Health, safety and security

CBRE Appointed Marketing

and Leasing Agent

Cannon Place, London

23


BUILDING TRENDS

Arrival experience

1. Multiple cafes, restaurants and bars

2. Soft seating areas

3. Trendy and expressive lobbies

4. The ‘shopping center experience’

CBRE Appointed Marketing

and Leasing Agent

TAIPEI 101, Taiwan

24


SUCCESSFUL LEASING STRATEGIES

Research

1. Design

2. Specifications

3. Facilities

4. Management

5. Environment

6. Accessibility

7. Ownership

• Introduced the “Village Concept”

• Business support services

• Community focused

• Building strategic partnerships

“Our goal is to foster a relationship between

the tenant and landlord based on trust. At

the very least, it’s about giving the tenant

peace of mind, but more than that, we

want tenants to feel valued and have a

genuine sense of belonging”.

CBRE Appointed as Marketing and Leasing Agent

Heron Tower, London

25



Create a theme and be more visible

China World Tower, Beijing

CBRE Appointed as Marketing Consultant

Global Destination Inspiring Business

26



Increase your marketing budget

1. Traditional:

• Print

• Show suite

• Banners

• Events

2. New :

• Digital

• Social media

• Advertising

27


CBRE GLOBAL OFFICE LOCATIONS

© 2012 CB Richard Ellis (Vietnam) Co., Ltd. This report has been prepared in good faith and with due care by CB Richard Ellis (Vietnam) Co., Ltd. We obtained some of the information above from sources we believe to be reliable. However, we have not verified the accuracy of the information which we obtained from other sources and make no guarantee, warranty or representation about it. We include projections, opinions, assumptions or estimates which are made with careful consideration of factors known to us for example only, and they may not represent current or future performance of the market. This information is designed exclusively for use by CB Richard Ellis clients, and cannot be reproduced without prior written permission of CB Richard Ellis.

THANK YOU

Power brand building with impact For retail & leasing professionals

June 26th 2014, Hanoi

P A brief introduction to our process

How to create a distinctive Brand Personality to build long-term trust

and emotional connection with customers

How to consistently communicate your Brand Personality to appeal to

your target customers at touch-points that drive experience & leasing

We are a multi-national

branding consultancy &

marketing agency team

inspired by the colour of

prosperity, passion and love

Credentials

Since 2004 we create & shape

unique brand personalities

to form emotional connections

and trust with consumers

from Australia to Vietnam

Credentials

Our senior team build long-term partnerships by keeping our promises

Connect with us at: red.tm/team

Ha Tran Chief Accountant

Dung Huynh

Business Strategy Consultant

Uyen Nguyen Client Representative

Director

Chris Elkin Managing Director

Marc Gough Chairman

Lennart Schaberg Creative Director

Tra Nguyen Senior Designer

Dammy Abdulkadri Digital Art Director

Credentials

Our clients include challenger brands & blue chip brands, local & international

Read client case studies at: red.tm/work Credentials

Our real estate and retail clients include local & international developers

Read client case studies at: red.tm/work Credentials

Let’s get started…

As Bill from CBRE have shared… It’s time to adapt to the changing market place and customer needs, wants, desires & changing buying behavior to succeed as the market improves…

Consumers are rapidly evolving

their approach to brand choice &

purchase-behavior decisions

Technology is influencing every stage of the

consumer’s shopping journey

- from personalized promotions, to in-store

research and price checks

Retailers can not survive just by being

“pass through” sellers They have to give consumers clear reasons, an experience, to

choose their stores/destination over competitors

Office leasing customers have more choices

than ever and are extra-cautious, only trusting

the most credible developers - they are

looking for something different

You’re probably here... A vision from the Chairman & Board

Large Leasing & Sales targets

A demanding boss

Hopefully not here…

Your competition has grown … your bosses got more demanding : )

copy your products imitate your sales promotions cut prices target the same customers…

Competitors can…

Copy your products Imitate your sales promotions Cut prices Target the same customers…

But there is an extra way to… Compete more strategically…

Brand asset

GROWTH…

Brand choice

Price premium

Greater ROI

Happy bosses :-)

A brand lives in the

mind of consumers

and is the sum total of

what they experience

& feel about a product

& service

What is a brand?

Proposal

We believe people choose brands on their

perception of it's reputation and it's unique

ability:

To understand and satisfy

their desires on a functional &

emotional level

To express their personality

Brands with

strong personalities

+ emotional connection

= succeed

Brand Personalities

have a clear

understanding of

what they stand for, with

focus & consistency

succeed

So, how can you

create and shape your own

Brand Personality?

Our proprietary

3- step

brand building

process

Proposal

Step one

If your audience can’t identify what

your brand stands for, they won’t

consider it.

“You can’t sell a secret.”

Remember your audience are hardwired

only to notice what is different

Target Audience segmentation

?

? ?

?

?

?

?

Consumer-first:

Demographic

Geographic

Psychographic

Life-Stage

Behavioral

Retail (retail/brand managers)

in Vietnam and overseas

Office leasing managers

Target Audience segmentation – end consumer

aged

30-36

Female -primary target- with 1-2

Children

Married

Director

University

graduate

A-A+ Vy Nguyen Living & working in HCMC

“ I am always striving to improve

myself and my families lifestyle.

I am looking for…”

8

16

9

11

21

20

25

22

23

35

50

46

50

62

61

50

56

54

58

57

49

36

46

34

29

28

28

23

20

20

20

15

13

0

0

0

0

0

0

0

1

0

0

0

Education

Health care products / services

Food & beverages products

Household care products

Communications

Household utilities

Personal equipment

Transportation

Personal care products

Home appliances

Entertainment & dining out

Less Same More Don't Know

-

Consumer spend a mix bag of conserving and maintaining

lifestyle in 2014 vs 2013

59

Source: TNS VIETCYCLE 2014 – Urban only

+

2014 appears to be a mixed bag – Note: F&B increase at 20% noting more spend,

while entertainment and dining out’s sharp decline

15

27

32

10

9

3

4

49

45

36

43

36

45

48

3

10

28

14

29

10

6

60

Urban Rural

The reality of incomes

Source: TNS VietCycle 2014

Base: n = 3,100

Huge disparities in income levels still prevalent between urban and rural Vietnam,

creating further polarization and product and service affordability

(%) USD Monthly

Declared monthly household income % :

A 1,501 +

B 1,001 – 1,500

C 701 – 1,000

D 526 – 700

E 326 – 525

F1 176 – 325

F2 Below 175

Wealthy7

%

Lower

74%

Wealthy

16%

Middle

43%

Lower

41%

Middle

19%

Competitor trends

How will your brand stand out

from the competition?

Competitor trends

The retail market has not only

grown but has evolved

Open Air

Markets Mass

Grocery

Retails

Retail

Centres Malls

Entertainment

Centres

Shop

Houses

View our full services at: red.tm/services

Collate, document and analyze everything

your team have learned…

Collate document & analyze

Step two


Creating a Brand Personality Framework

allows your team to align and design

around a shared Brand Proposition

To inspire future distinctive, appealing and

consistent brand communications

The Brand Personality Framework is the

written foundation of your future brand

React – Creating a Brand Personality Framework

7. Core Reasons to Believe

Why should your customers believe what you

say?

5. Core Brand Values

What does your brand value

the most? 9. Your Brand

Proposition

6. Core Brand

Personality

What personality

characteristics does your

unique brand have?

8. Your Brand Discriminators

How is your brand distinctive from its

competitors?

1. Competitive

Environment

How does your brand/ services fit

in the market – what are the

drivers and barriers to your brand

success?

2. Target Customer

Segments

Who is going to buy or influence

the choice of your brand?

3. Target Customer Insights

What’s the most valuable insight(s) we

know about the target customers

behavior?

4. Core Brand Benefits

How will your brand/ services benefit

target customers, partners and

shareholders?

React – Creating a Brand Personality Framework – 9 key questions

Proposal

Step three

Proposal

Case Studies

Read case studies at red.tm/work

The Crescent Brand creation

Credentials

Create your

Brand Hierarchy

Investor Brand

Developer / Corporate Brand

Project ‘Umbrella ’ Brand

Project Brand(s)

Structure how your developer brand and

project brands relate to, support and

reinforce each other

Create your Brand Name

Take inspiration from your

Brand Personality Framework

An effective name is:

• Meaningful & distinctive

• Easy to remember and pronounce

• Culturally sensitive

• Future orientated

• Modular / stretchable

• Trademark protectable

• Domain name available Positive Visual


Create your Brand Identity Guidelines to

express your brand story consistently


Logo Treatments

This may include stacked, horizontal, small and large versions. It may also cover

different colour amounts.

Do’s and Dont’s

Treatments such as logo rotation, embossing, colour variation and glow effects

are example of what you may want to avoid.

The Brand Colours

Supply PANTONE, CMYK, RGB and Hexadecimal values of the intended house

colours. Consider what their associative colours are too.

House Typefaces

You may give examples of header fonts, secondary fonts and body fonts along

with possible leading and tracking properties.

The Brand Imagery

Giving examples of styles of imagery is crucial to maintaining brand consistency

too. Remember to allow flexibility for brand evolution.

The Brand Identity Guideline Content

Signage- 03

Billboard - 02

Billboard - 05

www.the-crescent.com

10/12/11 www.the-crescent.com

www.youtube.com/redbrandbuilder


Savico Megamall Brand Creation

Credentials


Big C Brand Re-positioning

Credentials

Brand audit at project start 2013


Centre Point Brand launch

Credentials

centre point

tower centre point print campaign introducing the first green office in vietnam

Proposal Proposal

CRM

content

Brand site

event

mobile content social

Licensed brand

paid search OOH

radio

print

tv sponsorship

UGC

PR

blogs review social

news

mobile

content

owned brand

earned consumer

paid media owners

camera

Proposal

Media touch points

50% of all U.K. in-store sales

will be influenced by digital

services by 2014”

Source: Deloitte

“

In-store conversion rates are

13% higher when shoppers

can use their digital devices

to research products and

services online.”

Source: Deloitte

“

Peer recommendations carry

10 times more weight than

recommendations from

salespeople…. social media

could be 22% of marketing

budgets by 2019 – U.K.”

Source: McKinsey

“


Connecting with your audience where

they really are these days…

Marketeers need to create a

personalised, consistent ‘omni-

channel’ brand experience, that is

relevant & appealing throughout

the retail experience and

purchase lifecycle”

Source: McKinsey

“

Large shift to digital media across Vietnam

Time spent online increases, across all ages

When and where they access the internet

Online activities aged 25-35

Online activities aged 35-43

Most popular websites in Vietnam

30% of mobile users here have a Smartphone

You must use Search Engine Optimization

(SEO) – to ensure your website is found

You must use Search Engine Marketing

(SEM)

– select key words buying & sponsored links

You must use Social Media – blogs, forums,

facebook, linkedin to be part of the conversation

Use ‘adaptive interface design’ – to

communicate across all digital touch-points

1 in 3 consumers are impacted to purchase by in-store ads, while over two thirds deemed these ads to be influential.

144

65

50 47

38

28

38

Shopping malls/

centers

Modern

department

stores

Supermarkets Convenient

stores

Minimarkets Wet markets

Influence of ads on purchase decision (%) - Nationwide

SOURCE: Q109bc Thinking of your last visit to this type of store, did you notice any new advertising at the store, did it influence you to buy? Base: n= 1041 (nationwide)

In summary…

Our proprietary brand building process


Give your brand impact™

Brands with impact™ have

strong brand personalities built upon

Emotional Connections & trust with consumers

From first impression to action… Checklist…

- Know WHAT your brand stands for first

- Have a clear FOCUS

- Know HOW to tell your brand story

- CONSISTENTLY

- CONNECT with audiences in new ways

- Use new and digital communication

touch-points where your target audience

really discover, share and EXPERIENCE

your brand to drive sales

Visit our brand building blog at: brandbits.vn Credentials

Credentials

Thank you, we’d love to help you add impact™ to your brand

Please visit: red.tm

Why red brand builders?

Credentials

Brand building is our passion, we genuinely understand and care about your brand, marketplace and customers

We bring over 10 years experience partnering with local and international brands

Our process, international experience and local know-how deliver the right strategic brand direction and expressions to realize your brand’s full potential

We keep our promises and have a strong track-record of successful, long-term client partnerships

For more information visit: red.tm Credentials

Chris Elkin Managing Director

A UK Chartered Marketer and based in S.E. Asia for 14 years, Chris has helped to build many famous brands throughout the U.K., S.E. Asia and Vietnam. Based initially in London, New York and then Singapore, Chris has held a number of big agency regional Asia-Pacific roles, with in-market experience ranging from Japan and Hong Kong to Singapore, Malaysia, Indonesia and Vietnam with brands including Tiger Beer, Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen and L’Oreal. Chris came to Vietnam in 2005 managing the largest FMCG account in Vietnam. As partner and Managing Director of red, his active clients include a broad range of brands in the FMCG, Retail, Education, Personal Care, Healthcare, Real Estate and Financial Services categories, including partnerships with Unilever, VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C, Commonwealth Bank, Liberty Insurance, Apollo English and Budweiser.

Credentials Connect with us at: red.tm/team

•To maintain consistency in the brand proposition

•To update and maintain the brand framework & identity - with brand guidelines to ensure that everyone associated understands what the brand stands for and how it will be communicated

Recommended

brand building approach

Brand Design and Management

Brand Awareness Brand Engagement &

Loyalty

•To develop an ongoing marketing campaign based on our local and international target audience insights (considering both B2B & B2C audiences) to amplify the brand story and to support retailer promotions

•The strategy will be to focus on securing potential ‘anchor’ retail tenants initially, with a strong communications presence before the opening of each project

•Progressively communications will then target specific retail

consumer audiences to attract visitors/shoppers. Communication

presence will increase before the opening of each project, anchor

tenant's launch and during key shopping seasons

Recommended




Loyalty

‘Post opening’

•To develop all necessary branding and marketing collaterals to support an ongoing program of activities/events within The Crescent precinct / Mall

•To provide local area and on-site marketing to support retail tenants:

•To drive foot traffic (getting masses of people to the site)

•To drive cheque average (getting our audiences to spend

as much money and time as possible per visit)

Recommended




Loyalty

The Crescent Mall Co-operative Advertising Fund

red recommend that part of the Lease cost to the retailers is a contribution to a central marketing fund (a Co-operative Advertising Fund) which is then deployed on behalf of the whole development to create and run a monthly calendar of events, supported by a consumer Loyalty Program:

•To drive traffic to the site (increase penetration of our target audience - the % of available customers who have visited the site)

•To increase visit frequency of those who have visited

(give audiences reasons to keep coming back)

•Support TET, Xmas, Ind’ Day, Victory/Labour Days,

Mall’s Birthday sales promotion etc.

Recommended




Loyalty

Measurements of Success:

• Brand Equity: - Awareness

- Image

- Perceived quality

• Brand Sales / Leasing B2B:

- Number of inquiries / requests for information

- Number of sales / leasing (and speed of sales)

B2C:

- Total of audience traffic visiting

- Frequency of audience traffic visiting

- Sales

- Website traffic / Loyalty Program participation

• Brand Campaigns - Each campaign will measured against ‘S.M.A.R.T.’ objectives

(Specific, Measurable, Achievable, Realistic and Time bound)

- Measurements should be conducted pre-and-post each campaign

Recommended


Photograph: Kiribane Scdadfadfad PREPARED FOR TIME TO REST ... · Thao Dien Pearl, D2 Viettel, D10...

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Transcript of Photograph: Kiribane Scdadfadfad PREPARED FOR TIME TO REST ... · Thao Dien Pearl, D2 Viettel, D10...