This document provides a marketing proposal and agenda for William Do, a marketing consultant. It includes an introduction to Vietnam and Laguna Lang Co, highlighting economic growth in Vietnam and details about the integrated resort. It discusses the current owners and targets wealthy Asian individuals and families. It outlines a vision to promote Laguna Lang Co as a leisure destination among the wealthy and increase property sales. The mission is to connect with owners on a deeper level through integrated marketing communications tactics. It proposes strategies for the website, content marketing, social media, videos and business development to achieve the objectives.

1. WILLIAM DO
Marketing Consultant
MARCOM PROPOSAL

2. Agenda
1. Introduction
2. Vision
3. Mission
4. Conclusion

3. Glossary
• ASEAN – Association of Southeast Asian Nations; political and economic organization of ten
Southeast Asian countries (comparable to the European Union)
• AEC – ASEAN Economic Community; the AEC aims to integrate South-east Asia’s diverse economies
into a single market with 625 million people
• APEC – Asia-Pacific Economic Cooperation; a forum for 21 Pacific Rim member economies that
promotes free trade throughout the Asia-Pacific region.
• BYTG – The BanYan Tree Group (founded by husband and wife, Ho Kwon Ping and Claire Chiang);
owns and manages 40 international resorts and hotels including Laguna Lăng Cô
• EU-Vietnam FTA – Free Trade Agreement signed between the European Union and Vietnam mainly
aims to eliminate tariff barriers
• FDI – Foreign direct investment; the private sector in Vietnam is the main beneficiery
• IMC – Integrated Marketing Communications; expansion of utilizing both modern and traditional
marketing strategies, to optimize the communication of a consistent message
• TPP – Trans-Pacific Partnership; trade agreement signed between Vietnam and 11 other Pacific Rim
countries, among which The USA, Korea and Japan

4. 1. Introduction
“Men will only throw stones at trees
that are laden with fruit”
French Proverb

5. 1.1 Vietnam
KEY FACTS
• GDP increasing
• Trade agreements: TPP + EU-Vietnam FTA +
AEC
• FDI-friendly – South Korea #1 investor
i.e. Samsung has invested $7 billion USD to date
• Boost of industrial sector (> agriculture)
• Rising elite in big cities
e.g. Da Nang, Da Lat, HMCC, etc.
• Real estate market is booming
To expect: Consumption and investment growth

6. 1.2. Laguna Lăng Cô
• Banyan Tree Group’s first luxury integrated
resort in Vietnam (2 hotels & 1 residential area)
• Banyan Tree hotel: 32 Lagoon Villas, 17 Beach
Villas (hotel managed)
• Angsana hotel: 229 rooms & suites (hotel
managed)
• Laguna Park Residences: 20 townhouse and
semi-detached houses (owner managed)
• Facilities – an 18-hole world-class golf course,
convention facilities, gym, branded spas,
private beaches, etc.
• Activities – water sports, archery, mountain
biking, horse riding, touring trips, etc.

7. 1.2.1 Owners
PROFILE
• Male dominance
• Laguna Park Residences: Mainly single men
BanYan hotel and Angsana: Married couples
i.e. Lower price entry for the residences
• Asian owners > Western owners
i.e. Most owners are based in Hong-Kong
• Finance executives + Entrepreneurs
• Majority possess an additional BYT property
• South Korean ownership surge
To expect: Domestic sales growth (Locals +
expats)

8. 1.2.2 Additional information
• CULTURE
Laguna Lang co is located near UNESCO World
Heritage sites (Hue, Hoi An, My Son)
• EXPANSION
Locally – 6 more hotels to be developed at Lăng
Cô, Casino application in process
Internationally – Middle East, Central America,
Europe, and Africa
• LEASE
50 years limitation for private individuals
(possibility to renew the contract)
• OWNERSHIP
Owners are entitled 60 days/year use of their
property - 15 of these 60 days can be swapped
amongst owners (“Sanctuary Club” – access to
international Banyan Tree Residences)
• PRICE
Laguna Vietnam properties cost 50% less than
in Laguna Phuket (Original concept)
• SOCIAL
The BYTG finances local development
programs

9. 1.3 Insight
• AIRLINES
Domestic and international flights from/to
Vietnam are intensifying
i.e. Vietnam airlines business-class travel
increased +14% in 2015 (Routesonline)
• BUSINESS
Possibility to establish and run 100% foreign
owned company in Vietnam
• ENTREPRENEURSHIP
Women entrepreneurs are more successful in
Asia than in Western Europe or North America
i.e. 40% of Asian entrepreneurs are women; 48%
in Hong-Kong (HSBC)
• FURNITURE (wood)
Continued transfer of export orders from China
to Vietnam
i.e. In 2014, exports rose to US$6.5 billion, while
domestic consumption reached $2 billion (EVBN)
• POLLUTION
There is no significant commercial production
of renewable energy sources in Vietnam
• TRADE
Vietnam is the big winner of the signed trades
i.e. Nation’s GDP may gain 11% in 10 years just
with the TPP (WorldBank)

10. 2. Vision
“The best time to plant a tree was 20 years ago;
the next best time is now”
Chinese Proverb

11. 2.1 Target
WEALTHY* PERSONA
• Being healthy
Exercising, playing sports, meditating
• Collecting
Art, cars, boats, wine, sports memorabilia
• Learning
They read a minimum of 30’/day
• Managing their money
24/7
• Networking
They 5h/month
• Registries
Having their names next to the most luxurious
items
*Wealthy: earning at least 160K USD/year + min. 3.2M assets

12. What do the BYT Group and Laguna Lăng Cô
can offer to the Wealthy?
2.2 Question

13. 2.3 Answer
TAGLINE*
“A secret worth sharing”
Secret = Privacy (“Strategic location”)
Integrated
Worth = Value (“Guarantee ROI”)
Marketing
Sharing = Sanctuary Club
Communication
*The purpose of the tagline is to help the target understand
the company vision and leave them wanting to know more

14. A secret worth
sharing

15. 3. Mission “You only see the trees and not the forest”
Korean Proverb

16. • SELECTIVE
Increase the barrier of entry – Select owners
that Laguna want to invest time; professionals
who are great at what they do (mutual benefits)
e.g. Furniture companies: new deals
• OPEN MINDED
Welcome new ideas and business approaches –
technology will play an even bigger big role in
the success of companies across all industries
i.e. Marketing Automation software
• INDEPENDENT
Create an in-house full-spectrum creative
agency to gain time and expertise – Rely less
on third party for creative or marketing input
i.e. Freelance designer Ta Nguyen Thy
• TRANSPARENT
Share more about the company and its
operations – If the competition copies BYT
business strategies, it only proves the impact
of the company on the industry
3.1 Be more

17. 3.2 Plan
OBJECTIVE
Promote Laguna Lang Co as a leisure destination
among the wealthy and Increase property sales
STRATEGY
Connect with Owners and Target on a deeper level
through IMC tactics
One clear message across all channels
IMPACT
includes but not limited to
Boost Company Competitiveness
Develop Word-of-Mouth Marketing
Drive Leads – Expand customer base
Brand Equity => Brand Resonance

18. Take a leaf out of the book
3.2.1 DIGITAL
MARKETING

19. Website
INSIGHT
• Design
Beautiful pictures
Unprofessional look
No luxury appeal
e.g. Semi-finished look: Buttons are blur, logo is too small
• Message
No clear primary message
• Mobile (unfriendly)
Poor display
• Information
Rich content
Some misspelled words
• Navigation
Lack of directional cues – too many options
i.e. Booking option is not obvious
• Spam
Floating windows are annoying
OVERALL
• Website has a strong impact
on trust and respect
• Website should never be
viewed as finished
• If it’s important it should be
obvious
• Less is more
• Headlines: Large and concise
• Unique design shows
personality

20. Simplify
• DESIGN
Decide on a color scheme (3-4 colors)
Logo needs to stand out
Use more white spaces (margins)
• INFORMATION
Contact – Use a request form to fill
Home page – Take out redundant content
Section titles – Be consistent
i.e. facilities vs. activities & tours
• MESSAGE
Set the tagline on the home page
Use big headlines (6 words)
e.g. Happiness is a flight away
• MOBILE
Embellish the look
Make it more intuitive
e.g. Eyes-catching booking button
• NAVIGATION
Add a searching bar
Bring booking buttons on top
Limit options ton increasing interaction
i.e. Golf section, spa -> activities and tours
• SPAM
Show it > Say it (ads)
Use videos to promote
e.g. Set important news on the home slideshow

21. Regnum (link)

22. Solage [link]

23. Constance [link]

24. Inbound
INSIGHT
• Blogging
lagunalangco.blogspot -> No posts in 2016
• Content
Rich content (CRM)
Lack of consistency in posting
• Headlines
Lack of headlines use
Often too long
Poor wording
• Landing pages
None
• SEO/SEM
Poor keywords
Ad strategy?
• Targeted emailing
Dependence on third party for data collection
OVERALL
• Consistency is the key
• Blogging is the fuel for other
content marketing initiatives
• Favorite marketing strategy
regardless of industry
• Landing pages persuade
visitors to take action
• The sole purpose of ads to
redirect to great content
• Visual content drives
engagement

25. Connect
• BLOGGING
Blog about the industry, world news
=> Relate posts to the company
Set a time frame for posting
• CONTENT
Audiohooks
i.e. Lăng Cô beach tunes – listen and relax
Free business Guides, Webinars
i.e. “How to … series” (See videos section)
• HEADLINES are everything
Short, ask a question, use numbers, negative
wording, use adjectives
i.e. Invest in Vietnam: DOs and DONTs
• LANDING PAGES
Encourage social sharing
Headline + Offer + Simple form to fill
i.e. Allow data collection
• SEO/SEM
SEO-friendly URLs, key tags for images and
blog posts for the website
Publish your on quality sources
e.g. Asiatravel, LuxuryAsia
• TARGETED EMAILING
Send personalized newsletters featuring free
downloadable PDFs, EBooks and Whitepapers
i.e. Secret worth sharing of the week/month

26. Online Advertising
1. DO YOUR HOMEWORK
Get to know your target on Social Media
2. SEO + SEM
Combines both to stand out on search engines –
SERP
3. AD + CONTENT
Create ads that become or promote great content
4. SOCIAL MEDIA
The Big 4: Facebook, Google+, LinkedIn, Twitter
Special mention: Instagram, Pinterest, Snapchat
5. INBOUND
Keywords + Landing pages + Matching ads
6. MONITOR
Dedicate some hours/week to evaluate the impact
7. STRATEGY
Content strategy: provide relevant insight
8. CONVERSION
Success determined by visitor activities when
browsing the website
9. A/B TEST
Experiment with tactics: More options = More data
10. DATA DRIVEN
Data should determine the success of paid-ad
campaigns
11. BE USEFUL AND CREATIVE
Capture your target attention with “cool” tips
12.GOAL
Set a defined objective for each campaign

27. Social Media
INSIGHT
• Facebook
Only one video (from 2013)
Posts are too often “sales-oriented”, too long
• Google+
Similar pictures to Facebook page, Instagram & website
Poor keywords strategy
• LinkedIn
No blog posts
No industry articles
• Pinterest
None
• Twitter
First person tweeting – lack of branded communication
No use of hashtag, lack of creative writing
• Instagram
No quotes
Pictures similar to Facebook page, Google+ & website
OVERALL
• Build relationships with
influential people
• “Free” advertising
• Interact with target audience
• Opportunity to build a
community
• Sharing is caring
• Word-of-Mouth (WOM) is the
original Social Media

28. Share
• Facebook
Ideal length: 40 characters
Post visuals people want to share
e.g. quotes, branded images (energy saving
campaign)
• Google+
Connect with like-minded people
Help you stand out in search results
i.e. Smart keywords, community posting
• Instagram
Get emotional: share quotes, ask questions
Show more of “behind the scenes”
Use more videos – Hyperlapse
• LinkedIn
Communicate with visuals – Graphics, Charts
Engage with influential figures
Turn into an industry thought leader
i.e. Post articles, blog posts – share new ideas
• Pinterest
Stock and show beautiful images – tell a story
Create and share company infographics
e.g. Hotel activities infographics (flat design)
• Twitter
Engage with your audience – Call out people
Share exclusive deals, company updates
i.e. Tweets with pictures get more retweets

29. Social Media Rules
• ENGAGE
Give your fans the gift of you. Engage with them. Listen to what they are telling you. Be part of the
conversation about your brand. Be a presence in your fans’ lives.
• EQUIP
Give them reasons to talk. It can be amazing products, great service, insider knowledge, social
elevation, incredible stories, unbelievable facts or even funny disclosures. It’s on you. It really depends
on you understanding your consumers and what they like about you and providing whatever it is they
need from you.
• EMPOWER
Give consumers different ways to talk and share. Let them know that they are important to you and
that sharing their opinions is important to you. Help them find ways to share within their circles and
find ways to help move their conversations around.
by Suzanne Fanning, President of WOMMA (Word of Mouth Marketing Association)

30. Videos
INSIGHT
• Distribution
Videos are not obvious on the website
Social media feature one or no video
• Format
2013 videos: Too long – Sky view (Good)
2016 videos format – 30 sec (Good)
• Message
Lack of creative copywriting
Poor choice of thumbnails
• Production
Poor wording in some videos
Lack of consistency in term of quality
• Storytelling - scenario
Strong focus on couples – Singles owners?
• Usage
CSR and Sales purpose
OVERALL
• 74% of consumer internet
traffic will be videos by 2017
• 9 out 10 searches in Google
now include video results
• Live streaming is booming
• Visitors spend more time on a
website that includes videos
• Viewers are more inclined to
take action after watching a
video
• YouTube is the 2nd largest
search engine

31. Inspire
• DISTRIBUTION
Create short-form videos on Twitter/Instagram
Insert a video on the website home page
i.e. Tour videos > Virtual tour (slow loading)
• FORMAT
One minute rule – ideal length
Try different approaches – Trial-and-error
i.e. Jay Alvarrez – Summer [Link]
• MESSAGE
Include call-to-action
Use a voice off for promotional videos
e.g. Vietnam airlines – “Reach further” [link]
• PRODUCTION
Be consistent with the quality (CSR)
Shoot in 4K – latest phones are 4k ready
i.e. Create a team dedicated to video shooting
• STORYTELLING
A story helps to convey the message
Make a series – create demand,
e.g. Solvil and Titus – Time is love [link]
• USAGE
Communicate more with videos
Encourage user-generated content
i.e. Ask customers to share personal content

32. Video Scripts
• SCENARIO #1: “A secret worth sharing”
The screen is divided into 2 parts. The viewer discovers 2 Asian characters (one male – left side, one
female – right side) waking up on screen. They get out of bed and go through their respective morning
routine. Once dressed and ready to go, each one walks towards their exit door. The camera goes
down, showing on one hand the man carrying a weekend bag and on the other hand, the woman
pulling a trolley. (Last scene – airport) (Side view) Both characters are walking toward the center of
the screen and finally meet up. *Hug* The 2 screen sides move into one. The camera goes up revealing
the boarding counter monitor and its caption : “Laguna, a secret worth sharing”.
• SCENARIO #2: “Live your dream”
The video starts from an upper view of the hotel pool. The view slowly goes down on a woman laid
down on an air mattress. She is wearing a bikini and sunglasses. The video suddenly accelerates and
the viewer is taken behind the sunglasses. Successive footages of the girl participating in several
activities happening in Laguna Lăng Cô. Everything stops. Black screen. (First person view) The girl
slowly opens her eyes. She realizes she was dreaming about her last trip to Laguna. *Sigh* (Last
scene) Laguna Lăng Cô website appears on screen – “Become an owner” page . *Click*

33. Apple never falls far from the tree
3.2.2 BUSINESS
DEVELOPMENT

34. Tree of Wife
SHE MAKES GREEN
• ½ of Hong Kong's millionaire
entrepreneurs are women
• Asian women are focused
business leaders
• Female owners are
underrepresented
• Large portion of female Hong
Kong wealthy operates in real
estate (UBS)
• Rising female elite in Asia
• Unvalued market segment

35. Hot Pot
SOLAR JAR
• Additional gallery item
• Exterior decoration object
• Green product merchandising
• Local development program
i.e. Made by disadvantaged
youth
• Low production costs
• Opportunity to created a
luxury product

36. Mi casa es su casa
Hotel showroom
• Acquire your room
decoration
• Create collections with local
furniture makers
• Collaborate with owners
i.e. Import/Export enterprises
• Mix Arts & business
• Promote Vietnamese
handicraft internationally
• World distribution channel
i.e. BYTG hotels & resorts

37. Be in for a treet
3.2.3 MICE

38. Laguna Treep
HOT AIR BALLOON
• A new way to discover
Central Vietnam
• Additional hotel activity
• Can be offered as a gift
i.e. gifting.banyantree.com
• Increase Brand visibility
i.e. Branded balloons
• Opportunity for video
marketing
• Romantic gateway for
couples
i.e. Balloon Tour + Picnic

39. Green Dinner
GARDEN PARTY
• Boost Destination marketing
i.e. Host during off-season
• Charity event for VIP
i.e. Limited seats
• Dress code: green only
• Invitees are invited to donate
• Green activities
e.g. Plant a tree
• Green menu
i.e. Prepared by restaurants
chefs

40. On the green
VIETNAM TOUR
• Educational golf tour – free
lessons
• Goal: Raise golf interest in
Vietnam and Data collection
i.e. Visitors information
• Gain media coverage
• Indoors: Golf simulator
• Strategic Cities (“Target”)
e.g. Da Nang, HMCC, etc.
• Upselling: Promote Laguna
Lăng Cô properties

41. Mix and Match
BUSINESS DATING
• Boost Destination Marketing
i.e. Quarterly event
• Business and romantic
matchmaking
• Dress code: Green for
business, Pink for romance
• Gain media coverage
• Industry party theme
i.e. February for Fashion
• Successful women are often
single

42. One, Two, Tree, …
3.2.4 PARTNERSHIPS

43. Lady Laguna
AWARD CEREMONY
• Aims to empower women and
celebrate their success
• Award nominees: Inspiring
Asian women
i.e. Entrepreneurs, Activists
• Held every year at Laguna
Lăng Cô
• Organized in association with
WomenTalk (Eunice Olsen)
• President: Claire Chiang
• Title stands for a year

44. Reach further
FLYING ADVERTISING
• Business partnership with
Vietnam Airlines
• Boost Brand Equity
• Selecting strategic air routes
e.g. South Korea - Vietnam
• Targeted advertising in plane
i.e. Business class only
• Use of sales collateral
i.e. Videos playing on screen
• Slogan: “Fly for business, Stay
for pleasure”

45. Vivo Vino
WINE FESTIVAL
• Business partnership with The
Annam Group
• Boost Destination Marketing
i.e. Host during off-season
• Exchange of customer data
• Gain media coverage
• Organize an auction for rare
items
i.e. Attract collectors
• Upselling: Room + festival
pass – Special offer

46. “When eating a fruit,
think of the person who planted the tree”
Vietnamese Proverb
4. Conclusion

47. This entire proposal relies upon the BYTG
outstanding business model and reputation

48. 4.1 Expectations
ROMI
Return on Marketing Investment
Becoming a bigger actor in the Vietnamese economy
Boosting online traffic/presence: Website, Social media
Enhancing Word-of-mouth Marketing – Owner referral
Diversifying revenue sources – Product development, Events Marketing
Encouraging customer engagement: Customers will become partners
Enhancing company image (Brand Equity) – Owners & Target mind
Reaching Brand Resonance while expanding customer base
Strengthening professional reputation – Thought-leader in the industry
Vietnamese clients will feel as valued as foreign owners

49. 4.2 Recommendations
• B2B – Target companies to increase customer base
i.e. Corporations could reward their high-performing executives by offering an all-in stay
• Casino – Organize high stake poker games (tournaments) to attract a wealthy crowd
i.e. Chinese people have a passion for gambling
• Green – Build and develop a local village – Self-sufficient green lifestyle
i.e. Water-processing plant, treatment of hotel waste (“crop fields”)
• Harbor – Welcome sailing enthusiasts and their boats
i.e. The Laguna Yacht club (“Hong Kong owners”)
• Mobile – Launch a property management app allowing owners to manage their investment 24/7
i.e. Current application was last updated in 2014 (App store) – Room booking only
• Technology – Control and manage property electrical/electronics devices at all time
i.e. Internet of Things (IoT) – Energy efficiency

50. A secret worth sharing
A secret worth
sharing

51. WILLIAM DO – Marketing Consultant
wd.williamdo@gmail.com
“When there is a Will, there is a Way”
English Proverb