Brand managemenông thônof viettien garme

then in recent years Hsome domestic brands also offer some premium brands with high quality and extremely competitive prices as An Phuoc, Tien Sanciaro and Mahatan of Viet Tien and some

1 Overview of Viet Nam fashion market 2

1.1 Overview 2

1.2 Market Scale: 2

2 About VIETTIEN GARMENT JOINT STOCK CORPORATION 3

2.1 Overview about Viet Tien 3

2.2.Viet Tien Brand 3

2.3 Product lines of Viet Tien 4

2.4 Price range: 6

2.5 Distribution channel 6

2.6 The brand communication activities 7

2.6.1 Promotional activities: 7

2.6.2 Sale season campaign 7

2.6.3 Community Relations 7

2.7 SWOT Analysis 8

2.8 Competitors 8

3 4A proposed strategy 9

3.1Acceptance 9

3.2 Affordability 10

3.3 Accessibility 10

3.4 Awareness 12

3.4.1 Advertising activities 12

3.4.2 The promotions 12

3.4.3 Pr Activity 12

4 Conclusion 13

Brand Management Topic: Brand management of VIETTIEN GARMENT JOINT

STOCK CORPORATION

1 Overview of Viet Nam fashion market.

1.1 Overview

In recent years the fashion market in south Vietnam, especially clothing items outstanding development

in terms of both quality and quantity A series of fashion brand for men launched offers many different products to meet the growing needs of clients were men with many different segments from budget to luxury If previous years menswear segment executive for leadership, business was monopolized by the giants come from abroad as Pier Cardin, Calvin Klein, Valentino, Hugo Boss then in recent years Hsome domestic brands also offer some premium brands with high quality and extremely competitive prices as

An Phuoc, Tien Sanciaro and Mahatan of Viet Tien and some other brands of Thanh Cong Garment Factory Rafting For fashion segment for young people, some local companies also account for a significant market share and create the trust and love of customers like PT 2000, Blue Exchange

These can be summarized characteristics menswear market Vietnam today as follow :

 The product is diverse and abundant meet needs and different tastes of customers Stylish designs and quality companies are increasingly interested

 Still lack of attractive in a high counter product for the high-income market share as a compare with the big brand come from abroad

 Wide range of price ( with different market segment), but in overview is cheaper than the abroad brand

 The system stores and distribution channels costume for men more and evenly

distributed in all provinces in the country

 The advertising and promotion activities of companies is relatively small and not attract the attention of customers

1.2 Market Scale:

According to statistics, the average growth rate of male Vietnam from 2000 to 2006 was 101.3% of which aged 15 to 45 accounted for approximately 51.46% of the male population (about 21 million) This

is the market quite the potential, especially the market for ages 15 to 19 accounted 11:43% (about 4.7

million people) (Up to 4.2007, the male population has crossed puberty was 28.71 million people.

2 About VIETTIEN GARMENT JOINT STOCK CORPORATION.

2.1 Overview about Viet Tien

International Business name: VIETTIEN GARMENT JOINT STOCK CORPORATION

Vietnamese Name : Tổng công ty cổ phần may Việt Tiến

Short Name : VTEC

Address: 07 Le Minh Xuan, Tan Binh District

The predecessor company is a private garment factory "Pacific engineering company" Pacific Enterprise's trading name Enterprise is 8 shareholder capital contribution by Mr Sam Bao Tai -one Chinese entrepreneurs as a Director Factory activity in an area of 1,513m2 with 65 home sewing machines and about 100 workers

2.2.Viet Tien Brand.

With sales of more than $ 20 billion and owns four luxury fashion brand for the domestic market is the Vee Sendy, TT-ups, SanSciaro and Mahatan, Viet Tien is currently leading textile enterprise in the main domestic market Viet Tien brand built based on fully specify criteria for development policy, economic efficiency, corporate culture, product quality, fashion models, credibility of customer

In order to develop a consistent brand, Vietnam Tien strengthen professional looking design, diversified product categories on the basis of the maximum development of the product is strong; application of advanced process technology to create fashionable products, high quality in order to meet consumer demand

Through a company developing commercial promotion of Japan, Viet Tien has conducted its branding in six ASEAN countries including Singapore, Thailand, Philippines, Indonesia, Malaysia, Brunei and are registered trademarks in other markets

Along with strategies for building and developing strong brands, Viet TIen also attached great

importance to the protection of its brand Company registered trademark protection in the potential market in the US and Canada

We can say that the Vietnamese brand quite outstanding progress on the domestic market Referring to Viet Tien, consumers think of a reputable brand, quality, extensive product and affordable But for consumers, especially high-end customers, the brand is for class-average income, although this brand has four brands serving luxury class especially for Vee Sendy and TT brands-up little-known customers The main reason is because Viet Tien not paying enough attention in to the promotion and elevate it

2.3 Product lines of Viet Tien.

The product lines of Viet Tien including: shirts, trousers, vest, tie, accessories, jackets

In general, the products of Viet Tien quite diverse and rich in variety of items In addition to the main products are office clothing, products support are varied to meet many different needs of customers such as hats, bags, belts, Cravat However, there are some downsides as follows:

 Most of these products despite diverse design but no breakthrough and creativity

 The model is almost similar if there is a change, it will only change slightly

 Packaging is still sketchy not match with the brand, especially the high-end products such as Vee Sendy, TT up

 No special highlight for products such as fragrance, material, style

 Awareness of high-end products is still very low progress of Vietnam, especially the two brands for women's Vee Sendy and TT up

 No products for teenagers, although this is a potential customer

Some product from Viet Tien company :

2.4 Price range:

Prices of Viet Tien products are quite diverse depending on the brand On average the price of products from around 100,000 to around 1 million with prices as on the Viet Tien is evaluated as a service brand for customer class-average income Except franchised products from abroad as Mahatan have relatively high price, the remaining product with quite reasonable price and customer acceptance However, Viet Tien should focus on hitting product lines with an average price of about 300-500 thousand to service the middle-management staff due to the price of 1 million or more, the high customer this level tends to use a foreign brand to present class

2.5 Distribution channel

In domestic markets, Viet Tien Company has established a chain of stores distributed throughout the country, with 3 marketing channels include independent stores, dealers and systems through the supermarket system , major commercial centers in Hanoi and Ho Chi Minh city Currently, Viet Tien has

an extensive distribution network from Lang Son to Ca Mau with 1,000 points, which has about 500 official dealers, 92 points by the Corporation directly at street retailers, supermarkets and trade Center Despite being one of the garment enterprises have extensive networks However, this channel is quite normal nothing special the store decorate is monotonous,not deep impression on customers

Viet Tien to consolidate existing distribution channels, developing new distribution channels, more modern, in order to meet new needs arising from the clients, for instance home delivery, costume design on request

2.6 The brand communication activities

2.6.1 Promotional activities:

Viet Tien almost do not have an advertising on television such as TVC Media advertising of Viet Tien was primarily the fashion show, introducing new collections, appear in major fashion weeks However, the target customer arriver to this event still low.Because they are successful business people have less time

on the frequented sites Another subject that the young people, they tend to prefer to watch television and listen to radio Attending the fashion week, the most popular show is very rare Thus the level of awareness of these customers for the new products of Viet Tien was very limited

Companies should focus on advertising in the media in the coming period, especially TVC and Internet

2.6.2 Sale season campaign

The promotional activities hardly had not been conducted There is only the activities to attract

customers and increase sales volume when launching a new product

Forms of promotion rather monotonous mostly discounted and donated products attached These forms are also applicable to other companies that increase customer attraction is also limited

It should have the promotional activities more attractive to consumers and create a major conversion costs to retain and maintain customer loyalty for its products

2.6.3 Community Relations

The community activities of the company are quite diverse and create a good impression on the public

It can be said that Viet Tien is one of the units for community activities are always at the forefront of charitable activities, contributions to society

With brand perception is not only quality products, Viet Tien has indirectly promote the image, making it closer to consumers through community care programs For example, each customer purchase Viet Tien garment 1 is contributed to charity 500 million to help poor patients eye surgery and care for 40

mothers Vietnam hero, helping 500 students have completed primary particularly difficult situation in -Thai Nguyen Dinh Hoa

In addition the company also donated the Support Housing, the gratitude for the local in remote areas, combined with youth union finance development projects peasant life in the poor delta Cuu Long province , annual funding for the program gracefully Vietnam is held

These activities are related to the high-end target customers such as sponsoring the contest golf, tennis hardly do not happend Viet Tien should pay more attention to activities related to this premium

customers

2.7 SWOT Analysis.

S

S1: Diverse products - for many market segments

S2: Product quality, favored by consumers

S3: Reasonable price for each segment

S4: Well-known brand

S5: Experience in distribution

S6: Large market share (25%)

W W1: Omission segment from 15 to 18 years W2: Products in segments not shown the class W3: The brand communication activities have not hit right on target customers

W4: Less Diverse on accessorize product

O

O1: people's lives increasingly improved, rising

demand Dressed

O2: Growth rates of males aged 16-45 annual high

O3: The number of entrepreneurs, especially those

with higher incomes and more

O4: Demand for products for men increased

T T1: Products for men especially business people are rising

T2: Competition is getting fiercer

T3: The foreign brands landfall in Vietnam more and more

By SWOT analysis it was found that in order to increase the number of customers and sustainable development in a fiercely competitive market today, Viet Tien need :

 First, take advantage of existing strengths as the distribution system, quality products to fully exploit the particular customer group customers aged 16-18 is segment Viet Tien not focus too much

 Product diversification, especially accessorize products to meet the diverse needs of customers

 Strengthen the brand communication activities targeting the right audience is customers who have high income and young customers

 Finally, creating the differences of the product, set the brand communication programs to elevate the premium brand of Viet Tien

2.8 Competitors.

Currently on inland fashion market has many companies operating in the field of fashion However it can

be said that the main competitors of Viet Tien is Pierre Cardin, An Phuoc, May 10, and thanhcong These are well-known brands, recognized by customers provide similar products and serve the same

customers are entrepreneurs, people with high incomes and young people love high fashion, quality as Viet Tien

Product Price Distribution

channel

Marketing campaign

Pierre Cardin Quality,

world-class, diversified models, elegant chic design, multiple-product comes

High, serve for customer entrepreneurs, administrators have a high income

Selective primarily

in major cities such as Ho Chi Minh City, Hanoi,

Da Nang, Can Tho

Few marketing programs because

of well-known brand and a certain number of customers The level of brand awareness is very high

An Phuoc Quality products

The design has not varied, no

personal imprint

The number of products is limited

Quiet High and server for high income class of customer

Quite small and selective Mainly

in large cities

There are basically marketing

activities but much less frequency

May 10 Is good, reputable

Designs are also quite monotonous not meet

consumer tastes

Ranging from

100-500 thousand Serving customers fairly average income

Relatively small mainly

concentrated in the north the number of stores

as well as quite a few dealers

No prominent strategies brand awareness level is low less emphasis

on the promotion

Thanh Cong Quality products

product applies mainly sports products serving youth Business attire is small and not diverse

Relatively, matching clients with above average income

Relatively little is not extensive, coverage remains low

Activities also focus on small some certain stage Media planning are not effective formal yet

3 4A proposed strategy.

3.1Acceptance.

Goal oriented: Product is generated by the client and the client accepts the optimal satisfaction though

in certain segments Viet Tien is a domestic brand prestige and class Products closeness nature more advanced applications and high-end brand in every segment Should the proposed solutions are as follows:

 Always maintain product quality, maximum satisfy customer needs Create a "scent

characteristic for advanced products Viet Tien"

=> R & D department must regularly inspect, study and improve product quality in materials, color of dress

 Regular study about habits, hobbies of customers to create attributes of products to meet customer demand and adapt to every market share that Viet Tien want to take

=> Hire market research companies or self-organized study of consumer behavior by doing research or a survey of customer feeling when purchase Viet Tien product The survey should be conduct to ask the needs of sellers of Viet Tien as well

 Improving the intangible value of the product, the product must reflect the elegance, class, affordable

=> Raising the premium feel through images, messages, advertising and related services For instance: the right services for the premium customer, after sale campaign The packing need to change to become more profession and more high-class to serve this market segment- For rich people

 Improve customer service, respond to inquiries, customer complaints quickly, promptly

=> Establishment of a Call Center, room service and customer care Focus on service steps to solve problem could occurs

3.2 Affordability.

Goal oriented: Reasonable price that customers in any segment is already used to paying but at the same time not losing caste was positioning for high-end product line

 Always keep a stable price level does not rise too much and discounts As the result of changing price too many time, the customer trust on Viet Tien brand will decrease The price should reasonable for each market segment that Viet Tien want to take and it should related

to quality of product based on the price

 In the premium segment when the decision gives a discount promotion program should be carefully considered Because if too much discount will drain away the elegance and class of product Instead there should be for valuable gifts such as : tie, belt… But it must remain the image of the premium brand of Viet Tien