CREATING a MARKETING PLAN FOR HNK’S NEW PRODUCT – CHELSEA BOOT IN THE PERIOD 122021 – 122022

Therefore, with the desire to bring Vietnamese people to standshoulder to shoulder with other countries in the world, we are constantly trying tocreate leather boots with the best design

Ho Chi Minh city, 2021

Instructors: Master Đặng Huỳnh PhươngStudent Implementation:

Ho Chi Minh city, 2021

TEACHER’S COMMENTSStudent Implementation:

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Score in numbers Teacher signature

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MAJORS MARKETING

MASTER ĐẶNG HUỲNH PHƯƠNG

EXECUTIVE SUMMARY 3

CHAPTER 1: HNK COMPANY OVER VIEW 4

1.1 INTRODUCTION 4

1.1.1 Vision 4

1.1.2 Core values 4

1.1.3 Mission 4

1.1.4 Business philosophy 4

1.2 STRATEGIC OBJECTIVES 5

1.2.1 Marketing Objectives 5

1.2.2 Brand Objectives 5

1.2.3 Financial Objectives 5

CHAPTER 2: SWOT & MACRO – ENVIROMENT ANALYSIS 6

2.1 SWOT OF COMPANY 6

2.2 THE SITUATION OF LEATHER SHOES MARKET IN VIETNAM 7

2.2.1 Size and growth rate of Vietnam's leather shoes market 7

2.2.2 Trends of Vietnam's leather shoes market 7

2.2.3 Competition in the Vietnamese leather shoes market 8

2.3 SWOT OF PRODUCT 8

2.4 COMPETITORS 10

2.4.1 Direct competitors 10

2.4.2 Indirect competitors 10

CHAPTER 3: STP STRATERGY 11

3.1 SEGMENTATION 11

3.2 TARGETING 12

3.3 POSITIONING 12

CHAPTER 4: MARKETING MIX STRATEGIES 14

4.1 PRODUCT STRATERGY 14

4.1.1 Product mix 14

4.1.2 Product Value 15

4.1.3 Packaging 15

4.1.4 Style and Design 15

4.1.5 Product support service 16

4.2 PRICE STRATEGY 16

4.2.1 Valuation target 16

4.2.2 Pricing strategy 17

4.3 DISTRIBUTION STRATEGY 18

4.3.1 Distribution chanel 18

4.3.2 Distribution channel management 19

4.4 MARKETING COMMUNICATION STRATEGY 19

4.4.1 Advertising: Online advertising only 19

4.4.2 Public relation (PR) 20

4.4.3 Promotion 20

CHAPTER 5: ACTION PLAN 21

CHAPTER 6: FINANCE 22

CONCLUSION 24

EXECUTIVE SUMMARY

HNK is a start-up company from 2021 specializing in the production ofEuropean-style leather shoes with the leading product of chelsea booths and itsvariations Our brand name is HNK which is inspired by our shareholders in order topartly appreciate the enthusiastic contribution from the company's shareholders (K:Khang, King – H: Huy – N: Nam, Nghia) Today, there are really few communities forVietnamese men to express their individuality With the current trend of globalization,when cultures are imported from abroad, "beauty" is no longer only for women, menalso have needs in this regard Understanding that, HNK was established to bringclassic European-style thick leather shoes, creating a playground for Vietnamese menwho are passionate about classic style Therefore, the topic “Creating a marketing planfor HNK's new product, Chelsea boot for the period 12/21 - 12/2022" will be discussed.The structure of the thesis consists of 6 main chapters:

Chapter 1: HNK Company OverviewChapter 2: SWOT & Macro Analysis - Environment AnalysisChapter 3: STP Strategy

Chapter 4: Marketing - mix StrategiesChapter 5: Action plan

Chapter 6: Financial

CHAPTER 1: HNK COMPANY OVER VIEW

1.1 INTRODUCTION

In the era of global open trend, elegant, stylish and luxurious dress styles areincreasingly popular Therefore, with the desire to bring Vietnamese people to standshoulder to shoulder with other countries in the world, we are constantly trying tocreate leather boots with the best design and quality to accompany "Children of thefairy and dragon" in every way That’s the reason why HNK was established

1.1.1 Vision

Towards the goal of sustainable development and becomes a leading shoemanufacturing and distribution company in the Vietnamese market Enhancing theinfluence of the brand with the number 1 goal in Vietnam Not only developingstrongly in the country but also promoting international integration, stepping intopotential markets in Asia

• Customers are all our friends: We do not consider customers as gods, but here they

are close friends We understand them, ready to share all thoughts and feelings with each other And

as a friend, we will strive to bring out the best for our friend

• Innovate and creative: Always ready to accept and lead change, seek to

learn and not be afraid of failure, always improve, be creative in everything and createbreakthroughs for the benefit of customers

1.1.4 Business philosophy

Let us make you happy Get “Quality, Prestige, Service” to bring the feeling of being worth the money spent by customers We put the quality of each product first, machining and finishing to near perfection to provide the best user experience Reputation is one of the deciding factors for the brand and service that will help customers to solve any problems.

In addition, there are three factors that form the foundation of the corporateculture “Đổi - Nhiệt - Đoàn”

• “Đổi” means always innovating not only the product but also the working style, must change to adapt to the changing environment

• “Nhiệt” means Enthusiasm, blood is always hot, burning wholeheartedly with

• “Đoàn” means unite There is an old saying in Vietnam that "one tree can't beyoung, three trees together make a high mountain" The solidarity of all members of thecompany is the decisive factor for its success.

1.2 STRATEGIC OBJECTIVES

1.2.1 Marketing Objectives

With the current capital and expertise, HNK will increase the number of targetcustomers knowing about the product with the number of people accessing themedia channels looking for information about the product reaching 20000 visits in 3months to enhance brand value in the mind of consumers

1.2.2 Brand Objectives

Enhancing brand value for customers so that when it comes to stylish,personalized, quality and affordable leather shoes, HNK will appear in the minds ofconsumers Aiming to build HNK to become one of the leading leather shoemanufacturers in Vietnam within 2 years

1.2.3 Financial Objectives

• Reaching a total revenue of about 50000 USD ~ 1.1 billion VND in the first 1 year.

• Maintain growth of at least 10% a year

• Maintaining marketing and promotion costs about 10-15% of the total cost of the business

• Increasing product purchases boosts sales and helps businesses thrive

CHAPTER 2: SWOT & MACRO – ENVIROMENT ANALYSIS

2.1 SWOT OF COMPANY

Strengths

• The staff is young, dynamic, enthusiastic and full of enthusiasm at work Havingknowledge and understanding about Vietnamese fashion today brings many new things aboutfashion trends to hit the right psychology of customers

• HNK is always aiming for men with fashionable and creative dressing style,this is also a new market of the Vietnamese shoe market Giving our customers creative ways

to dress and bring more style to them, is something that few Vietnamese shoe brands can dotoday

Weaknesses

• The research team does not have much experience in product demand, so the design changes are slow compared to the needs, especially the young customers who always want to change their appearance, prefer shoes style, rich colors, youthful.

• As a new enterprise in the market, it has not been able to gain the trust of many customers in the domestic market

• Lack of funding is what HNK enterprises are currently facing, as a business with little experience in the market

Opportunities

• A young and potential enterprise that promises to bring freshness to theVietnamese shoe market in general and Vietnamese fashion in particular with thedevelopment of design and reasonable prices

• In recent times, consumers are gradually tending to "Vietnamese people useVietnamese goods" because Vietnamese products have had many changes, confirming thatthe quality is not inferior to products from abroad

• Many Vietnamese companies process and export the leather industry, but few brands focus on the domestic market

Threats

• In addition, in the domestic footwear and footwear market, the maincompetitors for HNK's shoes are the following companies: The Wolf, Rowan, JOG4 theyhave the advantage of having a wide variety of designs and appearing on the market sooner

• The theft of copyrights, designs and industrial designs that are common in our country also causes many difficulties in the company's production.

• Fashion trends are volatile and constantly changing Since HNK is an enterprise with a young and inexperienced design team, this is a big challenge for HNK

2.2 THE SITUATION OF LEATHER SHOES MARKET IN VIETNAM 2.2.1 Size and growth rate of Vietnam's leather shoes market

According to statistics from the General Department of Customs (2020),Vietnam's footwear export turnover in the 2016-2020 period will grow at an averagerate of 7% per year Footwear export turnover increased continuously in the period

2016 - 2019 In 2020, due to the influence of the Covid-19 epidemic, the export offootwear of all kinds reached USD 16.8 billion, down 8% compared to 2019, but up29.2% compared to 2016 In the first half of 2021, Vietnam's footwear exportturnover reached 10.4 billion USD, up 27.7% over the same period in 2020

Footwear is one of the industries with high export turnover of Vietnam, butexport turnover is mainly from foreign direct investment (FDI) enterprises Thecompetitiveness of domestic enterprises is still lower than that of FDI enterprises inthe export segment Vietnam's footwear enterprises are still mainly processing andproducing shoes for foreign enterprises Therefore, this is an opportunity fordomestic enterprises to develop their own footwear brands

2.2.2 Trends of Vietnam's leather shoes market

In a research result of the Journal of Industry and Trade, it was said that: "The open door policy and deeper integration into the regional and world economy have been bringing positive impacts to the footwear manufacturing and exporting industry Thanks to participating in many free trade agreements, the market is increasingly expanding, Vietnam's footwear export industry

is going through a fairly good growth period With export turnover to each market area increasing steadily every year Currently, Vietnam has exported footwear products to more than 100 countries For that reason, Vietnam has been missing a huge aspect that is supplying products

to its domestic market It can also be said to be an opportunity for businesses in leather shoes to start investing in the domestic market.

In an interview with 10 men between the ages of 18 and 35 (3 people 18 yearsold, 3 people 20, 2 people 25, 1 person 30 and 1 person 35), the results are surprisingwhen there are 2 young people 18 years old, 2 people 20 and the other 4 people alltend to have minimal fashion, using fashion colors mainly black and white combinedwith some simple colors such as gray or brown Today, with the trend of globalization,when appearance is enhanced Today's beauty is not only a word to describe a woman,but a man also has a need for his own beauty Fashion is also known as a cycle, the oldtrends of the last decade have reappeared in the 21st century

2.2.3 Competition in the Vietnamese leather shoes market

Vietnam is the second largest footwear exporter in the world (after China), but at home, Vietnamese shoe businesses face many difficulties in the long run Specifically, in

2019, Vietnam exported all kinds of footwear with a turnover of 18 billion USD, but the domestic market had to import over 100 million pairs of footwear, worth up to 1 billion USD, accounting for 60% of the demand Imported footwear group, in addition to the popular segment, also has a series of world famous brands such as Adidas, Nike, Puma, Vans, Converse And middle-class consumers in Vietnam do not hesitate to spend money for foreign shoes but ignore Vietnamese goods which are not outstanding In addition, the reduction of import tax to 0% for goods circulated within ASEAN and between ASEAN and China has paved the way for these countries to boost footwear exports to Vietnam In addition, the appearance of giants such as Adidas and Nike is also increasing competitive pressure on Vietnamese products in the domestic market.

Back to the time before 2017, the products of famous Vietnamese enterprisessuch as Vina Shoes, Thuong Dinh, Hong Thanh, Biti's are still just old-fashionedsandals, leather shoes, sponge sandals, canvas shoes, usually only meet for middle-aged customers, office workers, students Meanwhile, entrepreneurs and young people

in the entertainment industry in Vietnam have rapidly changed the way they access tofashion footwear So gradually, young, dynamic sneakers, associated with worldfamous sports stars are gradually becoming popular The domestic market has become

a place for two groups of high-end imported brand shoes and cheap goods Graspingthe new consumer trend and taking advantage of the familiar Vietnamese brand,Vietnamese shoe businesses have begun to change direction and focus on investing inthe production of new product lines to please domestic customers Pioneering the mostfamous brand is Biti's, with the introduction of the new product line Biti's Hunter, alongwith the image promotion strategy with singers Son Tung M TP, Soobin Hoang Son, create a breakthrough in the look of high-end Vietnamese shoes

To affirm their position in the domestic market, Vietnamese shoe businesseshave oriented "where the customer is, we are there" On the market today, Vietnameseshoe products are available in all segments from affordable to high-end, not only withsuitable designs but also with quality and price that also meet customer needs

2.3 SWOT OF PRODUCT

Strength

S1: The company provides products with classic, elegant and luxuriousstyles that help men shape their own style From there, creating a play about theclassic, luxurious and elegant style of men in Vietnam

S2: Although it is a newly developed business, HNK always tries to bringdiversified leather footwear products in order to meet the unique needs of eachcustomer group, which is also the core value that HNK is aiming for.

S3: HNK brings products with quality commensurate with the price, which willnot lose the brand value as well as protect the interests of "friends", this is also thesecond core value of HNK

Weaknesses

W1: The customer group that HNK targets are only Vietnamese men who want to pursue a classic style This is only a small niche in the fashion market in general and the footwear market in particular, so the number of consumers of HNK is not very diverse.

W2: As a new enterprise in the market, HNK's products can be said to be notcompletely excellent products, so the occurrence of product defects is somethingthat HNK may encounter

W3: Professional knowledge, as well as creativity in product design, are allincluded in my own experience, because there is no professional design team.Therefore, HNK's products will face many risks in the first months

Opportunities

O1: Industry 4.0 helps to produce high-quality leather shoes but significantlyreduces input costs Leather shoes are considered to become the most noticeable trend

in 2021 because of their elegance, elegance, versatility and never out of fashion

O2: Minimalist fashion style is increasingly popular So leather shoes are thefirst choice in coordinating clothes Therefore, the demand for leather shoes isincreasing day by day

T4: The design is simple and has little variation, so almost a customer willonly buy one pair to two pairs of leather shoes to use

T5: The hot and humid climate in Vietnam is one of the conditions that makeleather shoes easily damaged and difficult to maintain

S3 + T3,4: Focusing on investing in production, constantly updating trends tocreate breakthrough products for consumers.

2.4.2 Indirect competitors

In addition to domestic brands specializing in Chelsea shoe products, HNK alsofaces the clothing market in general and the footwear market in particular In thefootwear market in Vietnam, in addition to imported fake products, it is impossible not tomention the big men in the footwear industry from abroad, which can be named as: Dr.Martens; H&M; Zara; Vindi …All of them have a long-standing name, and have greatpurchasing power in the international market and the Vietnamese market

CHAPTER 3: STP STRATERGY 3.1 SEGMENTATION

HNK divides the Vietnam market into 3 segments: 18-25 years old, 25-35

years old and 35-40 years old Each segment has its own characteristics

Region: VietNam, Region: VietNam, Region: VietNam, concentrated in big cities, concentrated in big cities,

Geographic concentrated in big cities, high-rise buildings, high-rise buildings,

concentrated in a large concentrated in a large especially universities,

number of offices, number of apartments, apartments, parks, training areas, Gender: Male Gender: Male Gender: Male Occupation: Students,

Occupation: Office worker, Occupation: Longtime students and new

worker, public servant employee, graduates,

Family: Independent Family: Recently married or Family: Stable, raising

Income: dependent on

Income: Medium low to family or low average Income: Above average income. medium high or high

Class:popular, middle

Class:popular, middle class Class: middle class class

Lifestyle: Being sharp in

Lifestyle: Working hard, Lifestyle: Slow down, tend life, easily absorbing

taking care of family, trying to take care of health, science and technology, hard at work beauty quickly contacting media

programs.

Psychographic

Personality: Cheerful, Personality: Careful, calm,peaceful. Personality: Quiet, stable.

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Benefits to look for: Benefits to look for: Product Benefits to look for: Product quality, price and quality, price and design, Product quality, price and design, feeling of use feeling of use design, feeling of use

Loyalty level: Average,

Loyalty level: High, once easily fluctuating if there

Loyalty level: Medium high they put their trust they

is a cheaper product that

rarely change still ensures quality.

Usage status: Potential Usage status: old user Usage Status: Former User,

Nhạy cảm về giá: Trung Nhạy cảm về giá: Trung Nhạy cảm về giá: ít và

Price sensitive: Medium

Price sensitive: Medium Price sensitive: Low and

Reference groups: Reference groups: Family, Reference groups: Family, Friends, youtube,tiktok, colleagues Friends, social colleagues, Friends.

3.2 TARGETING

HNK always creates suitable leather shoes for all segments Each product is

changed to suit the needs and preferences of each customer

However, our target market is men between the ages of 18 and 40 They

always want to have quality leather shoes and eye-catching designs, but at the

price of foreign brands, it is difficult for a Vietnamese person to easily buy

For the age group from 25 to 40, at this age men have formed their own fashion style

and have their own personality, so the choice of shoes is extremely thoughtful So leather

shoes help Vietnamese men to define their own fashion style and express themselves.

About young people from 18 to 25, outstanding design is for young people who love

strong and brave style This is an extremely potential market for product development.

3.3 POSITIONING

There are many famous brands of leather shoes on the market today They offer

quality products but with very high prices and no design breakthroughs It is very difficult to

reach young people with middle incomes HNK positions itself as a quality product but the

price is still very suitable for all men to help young people can own the shoes they want.

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