MARKETING PLAN OF MUA BOUTIQUE FROM OCTOBER 2017 TO MARCH 2018

Marketing plan ABSTRACT With the slogan Love at first sight, Mua Boutique is always a reliable and indispensable fashion address for ladies who pursuing the style of tenderness princess. Mua Boutique is famous for beautiful design, exquisite dresses and meticulous technology. The dresses are very diverse, transformed many different styles from short dresses, elegant dresses to lovely dresses for weekend coffee with friends. Coming to Mua Boutique, customers will be able to choose for themselves the appropriate designs, comfortable materials or costume designed on demand. The major purpose of this report is to build a marketing plan for customed dresses of Mua Boutique. Based on the SWOT analysis, our company confidently introduce new styles of dress fit to the requirements of each customer. In the marketing mix, our company always focus on how to gain popularity and get people to acknowledge our new product. Our target consumers are the ladies who are in the age range of 18 to 35. Furthermore, our company continuously promotes the effectiveness of the 4Ps (Product, Price, Promotion, Place) strategies. We hope that with our marketing plan, our product will earn customer’s heart and have a proper place in this large fashion competition.

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION

SUBJECT OF BASIC MARKETING



REPORT PAPER

MARKETING PLAN OF MUA BOUTIQUE FROM OCTOBER 2017 TO MARCH 2018

HCMC - November, 2018

ADVISOR’S ASSESSMENT

With the slogan "Love at the first sight," Mua Boutique is always a reliable and indispensablefashion address for ladies who pursuing the style of tenderness princess Mua Boutique isfamous for beautiful design, exquisite dresses and meticulous technology The dresses arevery diverse, transformed many different styles from short dresses, elegant dresses to lovelydresses for weekend coffee with friends Coming to Mua Boutique, customers will be able tochoose for themselves the appropriate designs, comfortable materials or costume designed ondemand

The major purpose of this report is to build a marketing plan for customed dresses of MuaBoutique Based on the SWOT analysis, our company confidently introduce new styles ofdress fit to the requirements of each customer In the marketing mix, our company alwaysfocus on how to gain popularity and get people to acknowledge our new product Our targetconsumers are the ladies who are in the age range of 18 to 35 Furthermore, our companycontinuously promotes the effectiveness of the 4Ps (Product, Price, Promotion, Place)strategies We hope that with our marketing plan, our product will earn customer’s heart andhave a proper place in this large fashion competition

TABLE OF CONTENTS

ABSTRACT i

TABLE OF CONTENTS ii

LIST OF TABLES iii

LIST OF FIGURES iv

I INTRODUCTION 1

II GENERAL INFORMATION 2

2.1 Company Profile 2

2.2 SWOT Analysis 2

2.3 Competition and Customer Analysis 3

III MARKETING PLAN 5

3.1 Goals and Objectives 5

3.2 Market segmenting – targeting – positioning 5

3.3 Marketing mix (4Ps) 7

3.3.1 Products strategy 7

3.3.2 Pricing strategy 13

3.3.3 Channel strategy 14

3.3.4 Promotion strategy 15

3.4 Marketing budget and financial projection 21

3.5 Long-term projection (from 2019 to 2021) 32

IV CONCLUSION 33

V REFERENCES 34

LIST OF TABLES

Table 1 Marketing budget in October and November 22

Table 2 Marketing budget in December 23

Table 3 Marketing budget in January 24

Table 4 Marketing budget in February and March 25

Table 5 Total revenue 26

Table 6 Costs of production 28

Table 7 Tailors salary 29

Table 8 Expected income in October, November and December 30

Table 9 Expected income in January, February and March 31

Y LIST OF FIGURES Title Page Figure 1 Positioning of Mua Boutique and competitors 6

Figure 2 Halloween collection 8

Figure 3 Christmas collection 9

Figure 4 Year-end and Lunar New Year collection 10

Figure 5 Facebook fanpage of Mua Boutique 12

Figure 6 Facebook fanpage of Mua Boutique 12

Figure 7 MC Cat Tuong with Mua Boutique's dress 17

Figure 8 Singer Phuong My with Mua Boutique's dress 17

Figure 9 Create Facebook advertising 18

Figure 10 Create Facebook advertising 19

I Introduction

I INTRODUCTION

Vietnam is the world’s fourteenth most-crowded nation and the eighth-most-crowded Asiancountry Therefore, it becomes a potential market for any fashion brand, domestic as well asforeign and Mua Boutique is not an exception

Mua Boutique is a fashion shop specializing in selling princess-style dresses with delicateand beautiful designs, established in Ho Chi Minh City in 2013 Not only selling princessdresses, Mua Boutique is also expanding into accessories, handmade jewelry with pretty andfemininity items, imported in limited quantities or handmade in great detail and unique

Our marketing plan will be started from October 2018 to March 2019 with the main purposesare that we can expand target customers and increase revenue This report will bring thedetails of our marketing plan that includes:

 General Information of Mua Boutique

 Marketing plan includes Goals and Objectives, Market Segmenting – Targeting –Positioning, Marketing Mix, Marketing Budget and Financial Projection and LongTerm Projection

II GENERAL INFORMATION 2.1 Company Profile

About us, Mua Boutique fashion brand – which was first established in 2013, wishing todifferentiate choice for customer in searching demand-based clothing We have only onestore located in 49 Tran Quang Khai Street, Tan Dinh Ward, District 1, Ho Chi Minh City Inthose first day, we are only being well-known by custom dresses After 5 years in developing,special thanks to customer supporting, our products are having good reputation and positiveeffect day by day Leading to upper-middle class, we always want to diversify our items,design as many suitable and attractive dress to provide satisfaction to women in many age

On top of that, our brand most focus on slogan “Not only design clothes, we also designcustomers’ trust” Mua Boutique’s design patterns must be bold and light blended with theperfect created of a given created for each product made a private slice is not duplicated.Design samples are carefully selected from material selection, modeling and finishing.Therefore, the products to customers are always the best products With a team of highlyskillful and well-trained designers, the Mua Boutique brand hopes to satisfy the customers'high quality clothes No matter who you are, your style of fashion, Mua is fully confident tomeet all your needs The designs of Mua are innovative, new and unique Moreover, Muaalways updates new products every week so you can "update" your wardrobe in the mostcutest and trendy way Mua always wants to bring convenience, comfort and friendliness tocustomers during the shopping process Do not hesitate any more, come to Mua to become afashionable lady you the most

2.2 SWOT Analysis

2.2.1 Strengths

I Introduction

As a demand-based design fashion brand, we have many strengths in the variety of designs.These are very suitable for customers in many cases such as prom, wedding or birthdayparties Moreover, we accept to change and customize on customers’ requirement if there ispossible for them After four years of establishment, our products is being well-known andvoted for many customers A loyal-customers based has developing strongly and increasingevery years Mua Boutique mostly focus on online marketing so high quality images is thekey elements of us to attract customers All of the pictures of the collection were planned forshooting at least 1 months before releasing and uploading into social media Not only focus

on seasonal collection, we also focus on trendy, new arrivals every week It doesn’t have to

be a completely new one, with our strengths, just change some details or material, we cannow have a new dress to broader both current and potential customers in every week

2.2.2 Weaknesses

First of all, our clothes have a long producing time – this is the biggest weakness in ourbusiness Normally it will take us three to four week to finish completely a dress forcustomers With some cases more special, two to three months may be happen Another point

is Mua Boutiques only have 1 store which located in District 1, and pretty small, we alsohave only three consultants We use Facebook is the only one to connect with online andpotential customers All of these reasons lead to our difficulties in customer service quality.Last but not least, our items are limited due to the customized and rare materials We cannotadapt all of customers too many dress in a same time

2.2.3 Opportunities

Differently with other competitors, we focus mainly on demand-based dress so we have goodreputation about the products Besides, in the same market segmentation with middle-upperclass clothing, Mua Boutiques has only a few rivals compete directly Coming along with the

good reputations, we now starting to associate with celebrities and KOLs to use our productsand then show up in their special events Ho Chi Minh City is not the only market we haveloyal and potential customers, most of them are from big cities such as Ha Noi, Da Nang,even though we don’t have any official showrooms in those Internet marketing is one of ouropportunities, with high quality images we have invested, this tool really attract more

2.2.4 Threats

Our products is being copied by others with poor materials so it cannot express the form orthe unique of a collection Secondly, competition from new entered foreign brands that offervery fast fashion styles at more affordable prices Another threat to us is negative impact oncelebrities’ endorsement campaign – debate on their choices In opening another store, it ishard to find very good locations in order to be accessible, to expand brand knowledge andimage

2.3 Competition and Customer Analysis

2.3.

2.3.1 Competitions

In the same market segmentation and levels, we have many competitors There is two of themwhich can be considered as a fierce competitor to us: Poxi Fashion and Little Paris LittleParis is an brand which was developed about eight to ten years, and have wide range of loyalcustomers About Poxi Fashion, they mostly focus on elegant, simple white dress, don’t haveany specific or some little customized details on their dresses

2.3.2 Customer analysis

Targeting customer of Mua Boutique is female from eighteen to thirty five This range isconsidered as a potential customer We do have some customers over forty, but it is a rarenumber Customers come to Mua those are want to first find a unique, customized dress

I Introduction

Moreover, they want a perfectly fit dress with twinkle and floral details in a dress for theirspecial occasion On top of that, some of them are in a pretty big size which can find anydress in fast fashion stores, we can also adapt their need

III Marketing Plan

III MARKETING PLAN 3.1 Goals and Objectives

First, Mua Boutique long-term goals are able to provide a premium brand to the middle class

of Vietnam and become the leading high-grade fashion brand with other rivals Theobjectives of this marketing plan in 4 months are: increasing revenue in the end of 2018(from October to January to 30%), reaching 20% new and potential customers to broadernumbers of customers ordering new dress

3.2 Market segmenting – targeting – positioning

3.2.1 Segmenting

With our level in products, pretty high price, our demographic are female from 18 to 35 yearsold living in Ho Chi Minh City Specially, their incomes must be more than 15 million VNDper a month and being attracted in unique, customized clothing This is an appropriatesegmenting for us They all have psychographic is a requirement in having perfectly fit form

up to their bodies shape

3.2.2 Targeting

15% is the target we focus mainly on to achieve this target This number means thatdefinitely fifteen percentage of women from 18-35, in need of dress for special occasions willbecome our customers to order a dress Many holidays are coming, with our seasonalcollection and promotion campaign in this marketing plan, 15% of the total will be gained inthe revenue after Though this is just an expected data in targeting after we had completedthis marketing plan 15% is not too difficult to get due to the demand of girls, women Theydefinitely willing to pay at any price to become more beautiful and attractive

III Marketing Plan

in dress They are more likely fast-fashion brand such as Zara or H&M, but their do alsoprovide simple, basic dress but not too focus on them Besides, they only have 3 particularsize: S, M, L It’s very hard for some woman with a special body shapes to fit on theirproduct That’s why with the quality element, Mua Boutiques has a stronger positioning inthe market coming along But with the “price” element, Poxi Fashion is higher than us.Customers can pay a dress with twinkle and floral in Mua Boutiques about 2 million VND,but with Poxi, only simple and plain white dress can cost up to 3 million VND

POXI Little Paris

Mua Boutique Price

Quality

III Marketing Plan

Figure 1 Positioning of Mua Boutique and competitors

3.3 Marketing mix (4Ps)

Having a clear vision about the target customers and goals for Mua Boutique is not enough,

we have to define an appropriate marketing mix to guarantee the possibility of our decision.The marketing mix (4Ps) is a crucial tool to help understand what the product or service canoffer and how to plan for a successful product offering

3.3.1 Products strategy

3.3.1.1 Promoting product images in social media

We would like to use our strengths and opportunities as padding steps to develop thisstrategy:

 S1: Variety of designs

 S5: High quality

 O1: Good reputation about the products

By the time our Marketing Plan takes place (from October 2018 to March 2019), there arefour events to focus on: Halloween (31 October), Christmas (24 December), Year-end partyand Lunar New Year (October to February), we are going to release 4 collections for eachevent including Look book and short video

Main concept: Sexy, fierce and mysterious city girls

Releasing day: 05 October

III Marketing Plan

Preparation: 20 – 30 September

III Marketing Plan



Christmas look book: This collection is made for Halloween occasion with these particular

characteristic

Name: Cloches de noël

Number of product: 12

Main concept: Elegant, modern French ladies

Releasing day: 15 November

Preparation: 20 October – 10 November

Source: Mua Boutique, 2018

Figure 2 Halloween collection

III Marketing Plan

 Year

-end and Lunar New Year:

Name: Blossom

Number of product: 22

Main concept: Elegant, girly, innocent Vietnamese girls

Releasing day: 01 December

Preparation: 01 October – 25 December

Figure 3 Christmas collection

Source: Mua Boutique, 2018

III Marketing Plan

The preparation time of these collections is based on the importance of each event and theestimated revenue it will bring In the three events listed above, Year-end and Lunar NewYear event is expected to bring the most revenue because in the end of the year and LunarNew Year, customers tend to spend more on shopping, especially on clothings Christmas andHalloween are also expected to bring in revenue, but not too much So, while preparing andrunning the project for those two collections, Mua Boutique is also preparing the necessarysteps for the Year-end and Lunar New Year collection

customers Moreover, constantly making quality collections can help us nurture a highly

Figure 4 Year-end and Lunar New Year collection

Source: Mua Boutique, 2018

III Marketing Plan

intimate relationship with our target customers With Halloween and Christmas collections,

we estimate the revenue will gain more than 20% and there will be more than 50% with theYear-end and Luna New Year collection

3.3.1.2 Focusing on product title

We would like to use our weaknesses and opportunities as padding steps to develop thisstrategy

 W5: Web shopping – no specific information about the product

 W3: Weak in consulting services

 S1: Good reputation about the products

a) Content

Mua Boutique is just a medium shop and from the beginning up to now, we only focus oncaring the customers visiting shop The fact that there is about 40% the amount of ordercomes from online customers Our Facebook fanpage does have all the pictures of ourproduct but the information is not enough, which makes customers confused and they have tosend messages to ask for more detail Moreover, the amount of work in shop is quite big andthe staffs are not so effective in answering online messages Therefore, we would like toimprove our Facebook fanpage by updating more specific information about product: Name,material, price, color, production time, product status,… The hotline number of our shop will

be also added below the product titles so that if customers are bored of waiting for messages,they can call us right away to ask for information Our staffs will be assigned to check email/Facebook messenger/hotline frequently to make sure all the messages will be replied withinless than 20 minutes

III Marketing Plan

Source: Mua Boutique, 2018

Figure 5 Facebook fanpage of Mua Boutique

III Marketing Plan

The valid day of this strategy will be 01 October, 2018

b) Result

By doing so, we hope the brand will be more well-known by the customers In addition,updating the product titles can meet the satisfaction of the customers for the productinformation and brand policy All in all, we do hope we will get more than 650 ordersthrough Facebook and Instagram fanpage/hotline

3.3.2 Pricing strategy

We would like to use our strength and opportunities as padding steps to develop this strategy:

 S4: Loyal-customer based

 O3: Not too much competitors in the same market segmentation

Source: Mua Boutique, 2018

Figure 6 Facebook fanpage of Mua Boutique