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

CONTENTS PART 1: INTRODUCTION .1 1.1 Short profile of MLB 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 2.1.1 Product .4 2.1.2 Price 2.1.3 Promotion 2.1.4 Place 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 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 million VNĐ or more Authentic MLB shoes are priced from - 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 respondents are aged above 18-25, the above 25 is 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 to million reaches nearly by a half, while the group of income below million accounts for 30% The group of over 10 million accounts for just over 20% And the other group is from 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 questions about Product, questionnaire about Price, questionnaires about Promotion and questionnaire about Product The total is questions About Product, we focus on main issues: design and quality We can see that people (60%) are quite satisfied with the quality of MLB products The number for the normal is only about 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 people feel “Normal” about the price of MLB The number of people who choose “Completely satisfied” is And no one feel “Dissatisfied” About Promotion, we make 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 while the percentage of people who feel “normal” for advertising, sales and customer relationships is lower, just 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% 10 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, 11 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 It can be said that MLB achieves such success because of their excellent marketing strategy This essay clearly analyzes some marketing strategies that make MLB successful in the international market and analyzes the marketing strategies of MLB in Vietnam market as well as the reasons why MLB has not yet achieved success as expected in the Vietnamese market and solutions 12 ... 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. .. 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... 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