(English) Phân tích hành vi người tiêu dùng sản phầm giày MLB tại Việt Nam

MLB is known to many Vietnamese people when it launches Authentic MLB Shoes designed in sneaker style but still slightly oriented with Asian characteristics and especially suitable for y

PART 1: INTRODUCTION 1

1.1 Short profile of MLB 1

1.2 Target customer and target market 2

1.3 Aims: make a research and analyze the current marketing strategy and some suggestions 2

PART 2: ANALYSIS ABOUT THE CURRENT 4PS MARKETING STRATEGY OF MLB 4

2.1 Secondary research 4

2.1.1 Product 4

2.1.2 Price 5

2.1.3 Promotion 6

2.1.4 Place 7

2.2 Primary research 8

PART 3: SUGGESTIONS A MARKET CAMPAIGN AND CONCLUSION FOR MLB 11

3.1 Suggestions a market campaign 11

3.2 Conclusion 12

PART 1: INTRODUCTION 1.1 Short profile of MLB

MLB stands for Major League Baseball, is a Korean fashion company founded in

1997, developing and producing sports fashion trends and mainly in the direction of baseball sports Over 23 years of operation, the company has achieved many successes for itself Today, MLB operates 280 stores in Korea and also operates overseas business in the Asia region

In 2019, this fashion brand has an official store in Vietnam MLB is known to many Vietnamese people when it launches Authentic MLB Shoes designed in sneaker style but still slightly oriented with Asian characteristics and especially suitable for young Vietnamese people

Korean MLB shoes possess a modern,

fashionable design made from high-quality

leather, which is durable and long-lasting MLB

shoes are easily combined with many different

outfits to create a beautiful set of clothes when

going out, going to school or walking on the

street, etc The high padded sole helps to

enhance the wearer's figure, the seams are

delicate and sharp

If you love Sneakers, the MLB is a great

choice with many styles and designs that are

very trendy and always ahead of their time

1.2 Target customer and target market

- MLB's target customers are in the age group of 18 – 35;

- Who are dynamic, personality, love street style and looking for sporty footwear;

- They have a moderate income or higher, living in big cities such as Hanoi, Hai Phong, Ho Chi Minh City

Recently, MLB sneakers are dominating the street fashion style in Korea Not only young people, but also many Korean celebrities are conquered by this sports shoe MLB Korea collaborated with top famous groups such as TWICE, EXO to create extremely wide coverage product promotion campaigns

Today, the influence of the Korean cultural wave "Hallyu" on the young Vietnamese generation is extremely strong Therefore, MLB's target customers are young (Vietnamese) people who love Korean idols They are willing to spend money

to buy the sneakers that their idols wear in the advertisement

1.3 Aims: make a research and analyze the current marketing strategy and some suggestions

One of the most important things a business does to drive brand recognition to customers is the campaigns of marketing strategy According to the United Nations Refugee Agency, a campaign is critical to the success of any planned registration

exercise, whether initial registration, verification or other activity Regarding MLB, they also design their own campaign that has made a strong impression on customers Many of their strategies up to now have been reworked for many time, which has shown the success of campaign-building in their marketing strategy

As a young fashion brand that is loved by many

young people, MLB originates from the famous

baseball game The company's products all carry the

symbol of baseball such as logos, initials or the name

of the most famous and favorite football team, in the

NY Yankees shoe model is the New York Yankees

football team NY Yankees shoes with youthful,

dynamic and personality designs are "loved" by

young people Among them, the most popular model

of MLB is Bigball Chunky New York Yankees shoes

Not only because of coincidence that many young

people like it so much, MLB's NY shoes are designed

to be not only youthful, dynamic but also very

fashionable

MLB Korea collaborated with top famous groups such as TWICE, EXO to create extremely wide coverage product promotion campaigns Twice’s contract with NBA Style led to a full-on partnership and collaboration with MLB Korea where I'm confident in saying that all nine members of Twice redefined the term hypebae (how K-Pop insiders refer to “girl crushes”) MLB Korea's revenue in the first half of 2018 reached 135.2 billion Won, up 56.66% from the first half of last year (83.3%) This is the result after this brand invited EXO to be MLB’s representative model, causing the purchasing power of consumers to grow positively in different markets

PART 2: ANALYSIS ABOUT THE CURRENT 4PS MARKETING STRATEGY 2.1 Secondary research

2.1.1 Product

MLB shoes are a Korean-origin brand, inspired by baseball, this is also a new trend, created from the perfect combination of many modern fashion elements The love that young people have for MLB shoes is undisputed when most of MLB's collections are always sought after by fans all over the world Although Vietnam does not have baseball, Vietnamese young people quite love the dynamic and fashionable style that MLB brings

Although the age of the MLB shoe brand is

still very young, it has great attraction not only in the

Vietnamese market but also welcomed all over the

world If you love Sneakers, the MLB is a great

choice with many styles, very trendy and always

ahead of its time

Therefore, to keep up with the current youth

trend, every year MLB will launch a new shoe

model so that customers can add to their collection

more and more rich

With a design that is more fashion than sports shoes MLB is a line of shoes with a big baby style design with a rather high sole, respecting the shape and full of personality In addition to the unique and breakthrough in design, MLB is like a new

"wave" to save trendy sneakers that are gradually becoming out of fashion The buzz

of these loafers has been around for a few years, but it's still at the top Although it is a pair of sports shoes, they are very fashion-oriented, so the height of the shoes is also calculated a lot in the design to reduce the cost for the user and support the maximum

height for those who can short So these shoes are designed with a sole height of up to

5 cm with rubber material for comfortable use

2.1.2 Price

The price of MLB shoes is quite cheap when compared to the general level of a sneaker like Nike, Gucci or Jordan If you like the big look at an affordable price, then the MLB is the right product for you

In Vietnam, the price of authentic Nike shoes from 3-5milion VNĐ, specialty limited edition can be up to more than 10 million VND Or genuine Adidas shoes must

be from 3 million VNĐ or more

Authentic MLB shoes are priced from 1 - 3,000,000 VNĐ for a pair depending

on the product line With this price range, you can easily own authentic MLB shoes

As for other shoe brands like Yeezy or Nike, you can only buy Fake rep 1:1

And the following is the price of each line of MLB Shoes sold in Vietnam:

- MLB Mickey : 2,600,000 VND

- MLB NY : 1,100,000 VND - 2,200,000VND (up to version)

- MLB Boston: 2,400,000 VND

- MLB LA : 2,400,000 VND

- MLB Dodger : 2,100,000 VND

This price can fluctuate in a small range depending on the supplier

2.1.3 Promotion

The goal of promotion for MLB is to create long-lasting relationships with customers Besides that, MLB wants to keep a positive image of the shoes One way of promoting MLB shoes is advertising by collaborating with KOLs With the competitive advantage of Korean brands, MLB collaborates with K-Pop idols to promote products worldwide They use online advertising and social media, which are cheaper due to the increasing internet usage After that, they attract customers to shop with huge discounts every year or even monthly

- They launch discounts up to 50-70% for all items at the end of the year or special occasions

- Giving limited gifts on the occasion of Grand opening

2.1.4 Place

The goal of MLB is to become an international brand, so their products are available in most countries Distribution channels include distributors and some stores

in some shopping malls in the countries Consumers can directly transact through this retail channel Besides, they also have a global commercial website, customers can order directly and use international Because there are no major distribution channels

in some countries, the problems of product return with customers are through several stores receiving and processing

Nowadays, with the development of digital social networks, people's shopping needs not only direct shopping but

also online shopping Customers'

shopping behavior is also influenced

by their environment and culture

In Vietnam, MLB' products are

distributed at genuine stores located at

Vincom Center in HCM and Hanoi, a number of large shopping centers and a number of genuine MLB retail stores in some other provinces such as Da Nang, Hai Phong, Vung Tau

In addition, with the trend of online shopping due to the impact of the Covid epidemic, consumers can shop through MLB's Shopee Mall or MLB’s Lazada Mall

2.2 Primary research

After conducting secondary research methods and having some overview of the 4PS MARKETING STRATEGY of MLB, we also apply the primary research method

to gain more insight into the market as well as the MLB 4Ps strategy

The primary research method we choose here to analyze the current 4Ps marketing strategy is: setting up an online survey questionnaire with the help of google forms Name of the survey we work on: survey a group of consumers through the selection of MLB products The aims of using this method are less time consuming and lower associated costs for collecting personal data of each individual and customer We focus on brand’s feedback, the needs of customers, the ideas put forward, feedback about the color of the product and how much customers are willing

to pay

There are 10 respondents which correspond to 10 observations including people who were using a genuine MLB’s product living around Hanoi This offers us obvious insights into consumer behavior of MLB

From among 10 forms, 60%

are female and the percentage of

male is 40% All respondents had

used MLB’ product 8 respondents

are aged above 18-25, the above 25

is 2 people From this data, we can

see that the target group of the

MLB brand is none other than

young people, accounting for more

than 80% of the market share of

MLB

We went deeper into demographics by gathering these audiences' earnings (including family allowance) data for a month Specifically, the group of income from

3 to 5 million reaches nearly by a half, while the group of income below 3 million accounts for 30% The group of over 10 million accounts for just over 20% And the other group is from 5 to 10 million, just 10% From the above numbers, we can see that MLB is focusing on people with mid income

To better understand this issue and study micro-consumer goods in-depth, This section uses some optional questions and does not require the user to be a dictionary About 4Ps, there are 2 questions about Product, 1 questionnaire about Price, 2

questionnaires about Promotion and 1 questionnaire about Product The total is 8 questions

About Product, we focus on 2 main issues: design and quality We can see that 6

people (60%) are quite satisfied with the quality of MLB products The number for the normal is only about 1 person (10%) and absolutely no one is dissatisfied The majority of customers (50%) feel quite satisfied and even completely satisfied with the design of MLB products

About Price, our question is “Are you satisfied with the price listed on MLB’s

product in the market?” The answer “Quite satisfied” is more than a half 3 people feel “Normal” about the price of MLB The number of people who choose

“Completely satisfied” is 1 And no one feel “Dissatisfied”

About Promotion, we make 2 questions about the advertising, customer

relationship and the annual sale/discount policy, and is this really suitable for the customer? From the figures, about 10% of respondents choose “Quite satisfied” for both sale/discount policy and advertising, sale and customer relationship

The number of people who feel “normal” for the annual sale/discount policy of MLB is 4 while the percentage of people who feel “normal” for advertising, sales and customer relationships is lower, just 2 The number of people who choose “Satisfied”

is the highest for advertising, sales and customer relationships, 60%

About Place, because MLB is a foreign brand, in Vietnam MLB has only main

sales channels such as selling through dealers and a number of franchised stores in shopping centers Foreign websites will make it difficult for people to buy and experience the product So we set up a satisfaction survey on this issue with a question

"Are you satisfied with MLB'S current marketing and sales funnel?" From the figures, about 40% of respondents choose “Quite satisfied” The number of people who choose

“Completely satisfied” and “Normal” account for 30%

From the primary survey questionnaire data, we can conclude that out of 10 respondents, most people feel normal and satisfied with the problem of products, prices, promotions and places of MLB in the Vietnamese market However, MLB should still pay more attention when approaching the Vietnamese market to improve customer experience Some suggestions and solutions we will mention in the next section

PART 3: SUGGESTIONS A MARKET CAMPAIGN AND CONCLUSION

3.1 Suggestions a market campaign

Since MLB is an imported brand, they have very few stores and branches in Vietnam Currently, in Vietnam, they only have 08 branches, but mainly in franchised stores in large commercial centers such as Vincom Center, Aeon Mall and Van Hanh Mall, and have 02 their own stores in Hanoi, Da Nang,

From here we can see that MLB’s marketing level in Vietnam is not high, customers cannot access genuine products, which leads to widespread fake products in the market If consumers want to buy MLB's products, they will have to order or ask relatives to hand-carry them from Korea to Vietnam at a high cost

Therefore, our recommendation for this brand is: MLB should open more franchised and genuine stores in Vietnam, so that consumers can easily access and avoid buying fake and inferior goods quality in the market

3.2 Conclusion

MLB has made its name from a fashion brand that develops and produces according to sports fashion trends and mainly in the direction of baseball sport, MLB's products are a combination of utility and fashion Not only focusing on clothes and accessories, but the brand's sneakers are also outstanding in design, full of sophistication and strangely attractive to customers

Currently, MLB has become a brand trusted by many celebrities Although the brand is still very new, it has great appeal not only in the Vietnamese market but also welcomed all over the world If you are a lover of Sneaker shoes, then MLB is a great choice