MARKETING PLAN FOR THE WOMENS FASHION COLLECTION TRE MADE FROM BAMBOO FIBER MATERIAL BY KILOMET 109

UNIVERSITY OF FINANCE – MARKETINGFACULTY OF MARKETING MANAGEMENT MARKETING 2021702006005 FINAL EXAM ASSIGNMENT MARKETING PLAN FOR THE WOMEN'S FASHION COLLECTION "TRE" MADE FROM BAMBOO FI

UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

MANAGEMENT MARKETING

2021702006005 FINAL EXAM ASSIGNMENT

MARKETING PLAN FOR THE WOMEN'S FASHION COLLECTION "TRE" MADE FROM BAMBOO FIBER MATERIAL BY

TIEU LUAN MOI download 1 : 0 skknchat123@gmail.com

TALBE OF CONTENTS

EXECUTIVE SUMMARY 1

INTRODUCTION 1

2.1 Achievable Objective 2

2.2 Specific Goals (1 year) 2

SWOT & MACRO- ENVIRONMENT ANALYSIS 2

3.1 SWOT 2

3.2 Macro - Environment Analysis 4

SEGMENTATION AND POSITIONING STRATEGY 5

4.1 Segmentation 5

4.2 Targeting 6

4.3 Positioning 6

MARKETING MIX STRATEGIES 7

5.1 Product strategy 7

Product’s attributes 7

Value propositions 7

Features 7

Style design of products 8

Branding 8

Packaging 8

Labeling (stamp) 8

Product Support Service 8

5.2 Pricing strategies 9

5.3 Distribution strategy 10

5.4 Marketing communications strategy 10

Advertisement 10

Public Relations (PR) 10

Personal selling 10

Direct marketing 11

ACTION PLAN 11

APPENDIX 13

LIST OF REFERENCES & ORIGINALITY 15

TALBE OF PICTURES, GRAPHS, TABLES Picture 1.1 Kilomet 109’s Logo 1

Picture 6.1 Marketing plan timeline 11

Graph 4.1 Sustainable fashion brand positioning map 6

Table 4.1 Segments that are relevant to Kilomet 109 5

Table 5.1: Price list of competitors and of Kilomet109 9

Table 8.1: Built-in web into the Kilomet109 website 13

Table 8.2: Making advertising 13

Table 8.3: Introduction of products to the press 14

Table 8.4: Organizing a press conference to introduce products 14

Table 8.5: Cost of purchasing machinery used for production 14

Table 8.6: The total cost of marketing activities 14

Table 8.7: Sales Forecast 15

Table 8.8: Break – even 15

Executive summary

Sustainable fashion is a movement and a process that aims to improve the ecological integrityand social justice of fashion goods and the fashion sector It looks at the entire system of howclothing is made, who makes it, and how long a product lasts before it ends up in a landfill Thebenefits of product level initiatives, such as replacing one fiber type with a less environmentallyharmful choice, are a fundamental example of the necessity for systems thinking in fashion

Kilomet 109 brand have been the first names acknowledged in the field of sustainable fashion inVietnam ras a result of their diligent study and creative process After conducting research fromthe macro environment, analyzing competitors, influencing factors, analyzing STP strategies, ourteam proceeded to design a Marketing plan for new fashion collection “Tre” includes productstrategy, pricing stategy, distribution strategy, and promotion strategy; action plan andappendix The plan will be organized and conducted in 2022

The market in which the company wishes to participate is still relatively new, with few competitors This gives Kilomet 109 a fantastic opportunity to expand its market Although there are a number of companies that have launched similar sustainable fashion products with bamboo fibers, we still can effectively compete with them as our products offer a combination of eco-friendly materials and unique natural dyeing techniques from local artisans throughout Vietnam throughout the world production chain Using sustainable fashion products is a trendy lifestyle in modern society We are targeting specific segments in the customer market, taking advantage of the growing interest in environmentally friendly products Kilomet 109 will use a variety of communication channels to achieve communication goals The first year, Kilomet109 with the main marketing goal is to build a brand to reach more customers and stimulate existing customers to buy new products and attract more new customers The key financial targets are 15% year-over-year revenue growth.

Picture 1.1 Kilomet 109’s Logo

Introduction

Kilomet 109, launched in 2012 by designer Vu Thao, is a high-end fashion line for both men andwomen But what makes Kilomet109 unique in today’s fashion world is the story behindthe garments Thao collaborates with several teams of local craft artisans around Vietnam togrow, spin, weave, print and naturally dye Kilomet109 fabrics Only locally sourced materialsand homegrown eco-friendly colors are used in the whole production chain, which is self-contained inside the creative communities This hyper-localized method places a premium onenvironmental sustainability and material support for the craftspeople

The fashion of Kilomet 109 has an environmental and social responsibility objective Wishing to introduce innovative and eco-friendly clothing to the market This is couture from the ground up, and it defines a new kind of ready-to-wear couture: handcrafted, hand-stitched clothes created by a

designer who collaborates directly with local craftspeople on every detail And since thesepractical, affordable garments are made by human artisans rather than mass-produced bymachines, each is like a work of art - hand-crafted, visionary, unique.

2.1 Achievable Objective

Launched a new fashion line collection: Tre Colection; With materials made from bamboo fibers,because this is a relatively new product line, we set the following goal: to capture 30% of themarket share of sustainable fashion in 1 year

2.2 Specific Goals (1 year)

Build and increase brand awareness in the middle-class customer segment, from 10% to 50% inthe first year of product launch

Achieve a high level of customer satisfaction, approximately 95% of the target customers

Since the Brand has new products entering the market, it can be expected that sales will grow by15% compared to last year This is the goal to try to achieve to increase the profit guarantee andproduct market share in the market

Maintain quarterly positive and high growth and encourage current customers to purchase thenew product Set a goal to sell 150 products per week in the first 3 months and sell 3000 products

in 1 year of the plan

SWOT & Macro- Environment Analysis

3.1 SWOT

STRENGTHS

• The brand has been at the forefront of sustainable

fashion, created a lot of buzz when it was first launched, won the

award: Young Creative Entrepreneur 2014 champion by the

British Council; on a prestigious fashion magazine in Vietnam:

style-republik; fashion forum ELLE Vietnam ; to the New York

Times; introduced on CNN's "Iconic Hanoi" Series and other

famous fashion magazines This firmly establishes the prestige

and quality of the brand, which will surely be trusted by

consumers for the product.

• Headquartered and factory located in Hanoi with

a team of experienced, creative workers, professional

design team, able to grasp fashion trends very well, many

years of working experience

• The brand's production process brings together local

artisans and craftsmen both in Hanoi and ethnic minorities

in the highlands of Hoa Binh, Cao Bang, Lao Cai

WEAKNESSES

• This product line is picky, especially

in the middle and lower-middle classbecause the price is quite high, so it willlose a certain part of market share as well

as profit

• The value of a shirt can be up to 4

or 5 million VND It is this value factorthat has created the "conservative"mentality of customers with products of

"Kilomet 109"

• High cost of the production processand a relatively long time to completethe product

• During the time of the covid epidemic, which severely affected businesses, especially fashion brands The store was

• Collaborate with typical art spaces in the country

such as Manzi Art Space, Work Room Four and London

College for Fashion Studies, with a new creative

learning channel in New York, USA – VAWAA

(Vacation with an artist), organization British Council,

as well as local and international freelance artists

• In particular, for this newly launched product,

our strong point is that the product is made from bamboo

fiber and the design is a combination of the two famous

previous collections, Phieu and Mien

distancing, leading to a sharp drop in sales

• Currently there is only one store in

Hanoi, which leads to a disadvantagewhen customers want to visit the store

in another location

• Marketing activities have not been diversified and popularized much Therefore, this is a weak point that needs to be improved if you want to have a successful product launch campaign.

OPPORTUNITY

• This is a new product with a unique idea, the

company will have the advantage of being a leader in this

potential field

• During the period of social distancing due to the

epidemic, customers are spending more time online than ever

before For sustainable fashion brands, this is a great opportunity

to experiment and connect with customers on

a wide range of online channels such as Facebook,

Instagram, Pinterest… and use it to increase customer

sentiment towards the brand with its brand

• Currently, customers tend to spend more on

sustainable and high-quality products even though the

products are expensive Brands with stories visions

-ethical values are preferred by consumers

• Sustainable brands like Kilomet109 always share

stories behind them as the brand's founder took the time to

research how the product is made, the ingredients that make up

the product are grown by local farmers and how

they are paid fairly, how the process of making products is

handmade… This creates trust and love of customers

for the products that the company makes At the same time,

it also promotes customers' purchasing decisions, making

them feel that spending on a useful and environmentally

friendly product is completely worth it.

Competitors:

THREATS

• The sustainable fashion market is gradually getting more attention, with strong competitive brands emerging, including the two biggest competing brands of Kilomet109, Moi Dien, and Metiseko, which requires kilomet 109 to always innovate strategies marketing to maintain its leading position.

• Reaching high-end customers andconsumer trends change towards beingmore careful in purchasing products,requiring brands to know how to buildeffective "content", such as providingconsumers with information practical,useful, and reliable information,convincing customers to buy the product

• Prices in the market today are very diverse, counterfeit goods on the market are born very quickly at very cheap prices, this is also a huge challenge for the company when trading this product.

- Indirect competitors: fashion brands that are in line with current trends and are favored by many customers, using synthetic fibers, familiar and popular with customers

3

- Direct competitors: brands dealing in sustainable fashion products, using environmentally

friendly materials: Môi điên, Metiseko,

3.2 Macro - Environment Analysis

● DEMOGRAPHICS ENVIRONMENT: Vietnam has more than 90 million people, increasing to about 1

million people every year, the highest population density is in big cities, the population structure is young, the number of people of working age is large, all factors The above makes Vietnam a market with abundant labor resources, cheap labor and also a promising and fertile market for consumer goods and garments in particular Besides, the majority of the population lives in urban areas, so Kilomet109's products are aimed at the middle class, who prefer to use high-end products.

● ECONOMIC ENVIRONMENT: According to a 2017 survey by Asia Plus market research company,

young Vietnamese are currently significantly increasing spending on clothing According to the report, 26% of people surveyed said they shop for clothes 2-3 times per month, 52% said they usually shop for clothes once a month It is estimated that the value of Vietnam's textile and garment consumption per year is about 5-6 billion USD, equivalent to nearly 120,000-140,000 billion VND.

According to industry experts, the consumption value is much greater, because on the markettoday, goods of unknown origin, imitation goods, hand-carried goods are also stronglyconsumed, especially in rural areas that cannot be fully enumerated According to Nielsen's report

in the second quarter of 2018, the Vietnamese fashion market will have a growth rate of 15-20%per year in the coming years

In particular, according to another survey, the women's fashion segment in Vietnam for the age group

20-45 is worth about 2 billion USD by 2022 and has an average growth rate of about 30%/year Grasping this, Kilomet109 has planned to launch a collection of Tre collection to serve this segment.

● TECHNOLOGY ENVIRONMENT: Today's technological environment is changing rapidly It

includes research and development, the rapid pace of technological change, and unlimited innovationopportunities However, Kilometers still apply traditional weaving techniques because this is thedifference and affirms the meticulousness in each quality with each product made

● POLITICAL LEGAL ENVIRONMENT: The country is now politically stable as the

government has taken steps to address security issues and is a good investment opportunity Currentconditions also indicate the future stability of the country The internal affairs of Vietnam are alwayssmooth and present good business opportunities

● SOCIAL-CULTURAL ENVIRONMENT: Kilomet109 is a company that is currently a leading

brand in the sustainable fashion market in terms of products made from environmentally friendly greenmaterials Very good sales Day by day, the more the economy develops, the higher the life and income,the more people focus on consumer products, including clothing In addition, the current trends andaesthetic tastes of consumers towards apparel products also change, typically they will prefer to useproducts of high quality and especially useful for the environment and safety Kilomet109's upcomingTre Collection is sure to match this trend and help customers satisfy their needs

Segmentation and positioning strategy

Table 4.1 Segments that are relevant to Kilomet 109

Office Worker Single Middle-age

Female Female FemaleAge: 23-35 Age: 20-30 Age: 40-60Income: > 10 Income: > 7 Income: > 20millions millions millionsHaving job, stable Studying university, Having job, stableincome having job, stable income

incomeLifestyle: Lifestyle: Lifestyle:

Busy, usually dress Freedom, love the High requirements

up and make.up; health and fashion for product qualityinterested in fashion Have a sense of Fashion style:

and beauty style classicFashion style: chic, Fashion style: Personality:

elegant trendy SophisticatedPersonality: Personality:

Feminine, gentle Feminine, gentleLike promotional Like promotional Pay much attentionitems items to the quality of thePrice goes hand in Price goes hand in products

hand with quality hand with quality Use productsUsually pay for Requirements on the according to habitsproducts from price of fashion Willing to buy aaffordable to products product of goodintermediate quality but a bit

high priceUsually pay formid to high-endproducts

Demand Usually use and Quite necessary Very essential

necessary for because they are (Used in businessworking single, they want to like going to meetProducts with become more customers andreasonable prices confident in life and partners Help

work yourself moreProducts with confident in thereasonable prices relationships

around)Not too concernedabout the price justquality

4.2 Targeting

Demographic

segmentation: Gender: Female

Age: 25-45

Income: middle class, well-off, good income > 15 000 000 VND

Education: Highly educated, knowledgeable, have a stable job

Psychographic segmentation:

Customers with aesthetics of fashion and interested in quality of life Pursuing a meaningful,

balanced and healthy lifestyle; taking good care of health

Appreciating the sustainable values of the product

Loving the environment and willing to change shopping habits to reduce environmental impactCustomers prefer brands that are sustainable and environmentally responsible and use eco

friendly products

Behavioral segmentation:

High requirements for price and product quality

Willing to buy a good quality product but a bit high price