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

THE FINANCIAL UNIVERSITY OF FINANCE - MARKETING Class: CLC_20DMA09 CREATING A MARKETING PLAN FOR HNK’S NEW PRODUCT – CHELSEA BOOT IN THE PERIOD 12/2021 – 12/2022 Majors: MARKETING Specialized: MARKETING MANAGEMENT Ho Chi Minh city, 2021 THE FINANCIAL UNIVERSITY OF FINANCE - MARKETING Class: CLC_20DMA09 CREATING A MARKETING PLAN FOR HNK’S NEW PRODUCT – CHELSEA BOOT IN THE PERIOD 12/2021 – 12/2022 Majors: MARKETING Specialized: MARKETING MANAGEMENT Instructors: Master Đặng Huỳnh Phương Student Implementation: Name Student code Trương Quốc King 2021008461 Nguyễn Hoài Nam 2021008483 Trần Hữu Huy 2021007644 Huỳnh Trọng Nghĩa 2021009395 Nguyễn Phúc Bảo Khang 2021007850 Ho Chi Minh city, 2021 TEACHER’S COMMENTS Student Implementation: Name Student code Trương Quốc King 2021008461 Nguyễn Hoài Nam 2021008483 Trần Hữu Huy 2021007644 Huỳnh Trọng Nghĩa 2021009395 Nguyễn Phúc Bảo Khang 2021007850 (This part is for teachers to directly guide and comment on students) Score in numbers Teacher signature (Score in numbers) (Teacher signature) MAJORS MARKETING MASTER ĐẶNG HUỲNH PHƯƠNG EXECUTIVE SUMMARY CHAPTER 1: HNK COMPANY OVER VIEW 1.1 1.1.1 1.1.2 1.1.3 1.1.4 1.2 1.2.1 1.2.2 1.2.3 INTRODUCTION Vision Core values Mission Business philosophy STRATEGIC OBJECTIVES Marketing Objectives Brand Objectives Financial Objectives CHAPTER 2: SWOT & MACRO – ENVIROMENT ANALYSIS 2.1 SWOT OF COMPANY 2.2 THE SITUATION OF LEATHER SHOES MARKET IN VIETNAM 2.2.1 2.2.2 2.2.3 Size and growth rate of Vietnam's leather shoes market Trends of Vietnam's leather shoes market Competition in the Vietnamese leather shoes market 2.3 SWOT OF PRODUCT 2.4 COMPETITORS .10 2.4.1 2.4.2 Direct competitors 10 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 of Europeanstyle leather shoes with the leading product of chelsea booths and its variations Our brand name is HNK which is inspired by our shareholders in order to partly appreciate the enthusiastic contribution from the company's shareholders (K: Khang, King – H: Huy – N: Nam, Nghia) Today, there are really few communities for Vietnamese men to express their individuality With the current trend of globalization, when cultures are imported from abroad, "beauty" is no longer only for women, men also have needs in this regard Understanding that, HNK was established to bring classic European-style thick leather shoes, creating a playground for Vietnamese men who are passionate about classic style Therefore, the topic “Creating a marketing plan for HNK's new product, Chelsea boot for the period 12/21 - 12/2022" will be discussed The structure of the thesis consists of main chapters: Chapter 1: HNK Company Overview Chapter 2: SWOT & Macro Analysis - Environment Analysis Chapter 3: STP Strategy Chapter 4: Marketing - mix Strategies Chapter 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 are increasingly popular Therefore, with the desire to bring Vietnamese people to stand shoulder to shoulder with other countries in the world, we are constantly trying to create leather boots with the best design and quality to accompany "Children of the fairy 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 shoe manufacturing and distribution company in the Vietnamese market Enhancing the influence of the brand with the number goal in Vietnam Not only developing strongly in the country but also promoting international integration, stepping into potential markets in Asia 1.1.2 Core values Providing quality finished leather shoes with outstanding design and elegance in classic style for Vietnamese men so they can shape their own style 1.1.3 Mission HNK always upholds the bravery of men, does not hesitate or falter in the face of difficulties and challenges HNK takes two core factors to develop products and brands: • Customers are all our friends: We 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 create breakthroughs 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 corporate culture “Đổi - Nhiệt - Đồn” • “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 everything, enhancing the youthful spirit of the whole company 4 • “Đồn” means unite There is an old saying in Vietnam that "one tree can't be young, three trees together make a high mountain" The solidarity of all members of the company 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 target customers knowing about the product with the number of people accessing the media channels looking for information about the product reaching 20000 visits in months 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 of consumers Aiming to build HNK to become one of the leading leather shoe manufacturers in Vietnam within years 1.2.3 Financial Objectives • Reaching a total revenue of about 50000 USD ~ 1.1 billion VND in the first 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 Having knowledge and understanding about Vietnamese fashion today brings many new things about fashion 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 today 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 the Vietnamese shoe market in general and Vietnamese fashion in particular with the development of design and reasonable prices • In recent times, consumers are gradually tending to "Vietnamese people use Vietnamese goods" because Vietnamese products have had many changes, confirming that the 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 main competitors for HNK's shoes are the following companies: The Wolf, Rowan, JOG4 they have 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 average rate 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 of footwear of all kinds reached USD 16.8 billion, down 8% compared to 2019, but up 29.2% compared to 2016 In the first half of 2021, Vietnam's footwear export turnover 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, but export turnover is mainly from foreign direct investment (FDI) enterprises The competitiveness of domestic enterprises is still lower than that of FDI enterprises in the export segment Vietnam's footwear enterprises are still mainly processing and producing shoes for foreign enterprises Therefore, this is an opportunity for domestic 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 years old, people 20, people 25, person 30 and person 35), the results are surprising when there are young people 18 years old, people 20 and the other people all tend to have minimal fashion, using fashion colors mainly black and white combined with 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 old trends of the last decade have reappeared in the 21st century Benefits to look for: Product quality, price and design, feeling of use 3.2 Benefits to look for: Product quality, price and design, feeling of use Benefits to look for: Product quality, price and design, feeling of use Loyalty level: Average, easily fluctuating if there is a cheaper product that still ensures quality Loyalty level: Medium high Loyalty level: High, once they put their trust they rarely change Usage status: Potential users, regular users Nhạy cảm giá: Trung bình cao Usage status: old user ,potential user Nhạy cảm giá: Trung bình Usage Status: Former User, Potential User Nhạy cảm giá: trung bình Price sensitive: Medium and High Price sensitive: Medium Price sensitive: Low and Medium Reference groups: Friends, youtube,tiktok, facebook, Reference groups: Family, colleagues Friends, social networks Reference groups: Family, colleagues, Friends 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 Positioning on quality: With the desire to bring to Vietnamese consumers products made by Vietnamese themselves with perfection, design and durability comparable to products from abroad 12 Price positioning: Price is always a problem for those who have a taste for leather shoes Understanding this, the company has tried to reduce all possible costs to create leather shoes that are affordable The price is suitable for everyone to own and experience Although HNK offers quality products that are comfortable to use compared to competitors, it has a cheaper price to meet all men's needs for a pair Quality leather shoes 13 CHAPTER 4: MARKETING MIX STRATEGIES 4.1 PRODUCT STRATERGY 4.1.1 Product mix The HNK Chelsea boots will have many different variations but they always have the following common characteristics: • Height more than or equal to the ankle • The toe of the shoe is often pointed, it is also possible to vote • Just like the oxford or derby shoes, the Chelsea has a captoe or brogue design or is simply made of two separate pieces of leather: the front and back They will be assembled and met at the ankle position and connected by one or two pieces of stretchy material such as elastic band or vulcanized rubber • Low or high heels Some chelsea boots products that HNK will aim to produce Product’s Illustrations Characteristics Design name Short ankle boots The shoes have elastic on both sides running from the ankle down Classic Chelsea Commando It's a kind of military shoe Jodphur A product specifically for horse riding Zip A zip-up shoe with padding at the ankle It will definitely help the boys become more "dusty" and "personal" 14 The collar is ankle high or can be a little over Rounded toe Low heel 1-3cm The body of the shoe is made of only two separate pieces of leather The two parts of the shoe are connected by two pieces of elastic on the side of the shoe This stretchy piece runs from the collar to near the bottom of the shoe, 4cm from the sole The Commando sole is the classic rubber sole for hiking or working boots Characteristic of this type of sole is the plusshaped protrusions of the shoe Compared to many other types of soles, Commando soles are usually larger to create better grip in all terrain and weather conditions … Similar in construction to the traditional Chelsea shoe design However, they are wraparound belts instead of elastic skin Like variations of Chelsea shoes, the simpler the better and the better Considered the most modern variation, less influenced by the classical style However, they are still very flexible in all situations That's thanks to the buckle part In addition, they are somewhat more formal and elegant than traditional Chelsea boots Brogue shoes are a form of low-soled shoe, made from animal skin Patches of hard leather are stitched together in the shape of a finished shoe To distinguish between the joints, between the leather edges will be serrated Broguing The highlight of the Brogue shoe is the perforations used as decoration on the shoe Due to the harsh terrain conditions in the past, these holes played a role in providing ventilation They make it possible for men to use in different harsh terrains, especially wet places 4.1.2 Product Value • A man's class is made up of many factors, including fashion style To honor the beauty of a man, it is impossible not to mention the boots • Exuding an elegant and luxurious style for men • The shoes designed by HNK are suitable for guys who like simplicity, sophistication but no less luxury in the way they dress The benefits that HNK boots bring • When walking, you will feel the quality of the shoes through the feeling of softness, comfort, flexibility and especially protect your feet in the most effective way • Choose the right quality leather shoes that are worth your money • Exuding an elegant and luxurious style for men • Owning a pair of quality HNK men's leather shoes will show off your own fashion sense 4.1.3 Packaging When buying HNK products, they will be put in boxes made of Carton material with outstanding colors: skin color and black so that consumers can reuse it many times with HNK logo printed and equipped eye-catching design The box is designed to be the most square so that the buyer can hold the lightest and help honor the beauty of the shoes In addition, there will be a small cloth bag made of good materials that can be used many times and also helps to protect the environment to be able to store the shoe box 4.1.4 Style and Design Produce boots with simple designs that are easy to match but still have a classic, elegant and luxurious look With many different colors for buyers to choose their favorite color Usually, the Boots have specific colors such as: Black, Brown Tan (black rose-brown), Burgundy (wine red) and non-traditional colors (green, blue, yellow ) 15 4.1.5 Product support service When buying HNK's products, you will receive a lot of incentives and also support from our staff on the issue of leather shoes We will support both online and offline consultation for customers who are having trouble with our leather shoes When buying HNK products, if there is a problem or any defect from our manufacturer, it will be returned within 30 days from the first purchase And after the exchange, we will give the customer a small gift instead of apologizing to the customer for the unfortunate mistake 4.2 PRICE STRATEGY 4.2.1 Valuation target Price target of the business As a new enterprise in the market, HNK's policy is to "Survival" in its target market In the Vietnamese market, the footwear industry is always fiercely competitive, and even the market in which HNK is currently operating The target is to include both the lower middle and the upper middle class, so the price sensitivity in each shoe will have huge fluctuations Policy plan that our business aims to achieve break even point in the first year Our investment capital starts at 500 million VND So the goal of the business in the first year is to recover its capital According to our survey of raw materials, the leather material market has a variable cost per unit of 200,000 VND, as well as our estimate, the fixed cost for the first year is in the range of 300 million VND Because it's a new business on market with a small amount of capital, we will proceed to provide our products on the Online platform And expected sales is 500 products in the first year, corresponding to the target of 40 products per month Select the product price According to calculations, the cost for each product is 800,000 VND Unit cost = variable cost + (fixed cost/ unit sales) = 200,000 + ( 300,000,000/ 500) = 800,000 VND After determining its unit price, in order to achieve its goal of breaking even in the first year, HNK has determined the profit per product to be 20% After calculating to reach the breakeven point, HNK must sell products with an average price of million Target-return price = unit cost + (desired return * invested capital) / unit sales = 800,000 + (20% * 500,000,000)/ 500 = 1,000,000VND 16 To reach breakeven point at the price of million VND per pair, 375 products need to be sold Break-even volume = fixed cost / (price - variable cost) = 300,000,000/ (1,000,000 - 200,000) = 375 products Specifically, the prices of some products that HNK will aim to produce Shoes Classic Chelse Chelsea Commando Jodhpur Zip Broguing Price (VND) 900,000 1,000,000 1,300,000 1,000,000 950,000 In the product line of HNK, although Jodhpur Shoes have the highest price, it is only 1,300,000 VND, a price that anyone can easily own Besides, the two shoe products, Chelsea Commando and Zip, priced at 1,000,000 VND There are also two popular products, Chelsea boots and Broguing Shoes, with relatively low prices for Vietnamese men to easily access and own possess 4.2.2 Pricing strategy As a new brand, HNK needs to define a pricing strategy that is to penetrate a large customer market, so that people know the brand more Although the price is relatively low 17 compared to the common ground, the quality of the product always ensures satisfaction of the needs of consumers With only an average price of about million VND, you can own a beautiful pair of boots with great quality In order for consumers to pay more attention to the quality of the products we provide without worrying about the price, we have proposed the following methods: • The associated organization buys used shoes to make use of usable materials and then transfers them to leather shoe factories that can be recycled in order to minimize the cost of buying new materials and protect the environment • Greater emphasis on service: Relationships between friends are built on trust A good customer care policy will make HNK more connected with its friends HNK provides shoe cleaning, shoe repair, shoe polishing, etc., depending on the type of customer care service, there will be different limits 4.3 DISTRIBUTION STRATEGY 4.3.1 Distribution chanel Using direct distribution channels: • • • • Distribution channel structure Distribution Channel Length: Zero Level Type of intermediaries joining the channel: None Distribution channel width: Modern distribution channels and traditional distribution channels Traditional distribution channel Because the business is new to the market, the problem that HNK faces is how to make the product reach customers in the easiest way The use of traditional distribution channels helps customers experience the most authentic products through resellers So HNK will build a small store, decorated with classic style for consumers to come try their own shoes Modern distribution channel With the strong development of the internet, the demand for using social networks is increasing, so it is not possible to maintain the old distribution direction forever, but it is necessary to innovate to adapt to specific markets such as selling online on the Internet ecommerce sites, social networks, websites HNK will focus on developing distribution channels in major e-commerce products such as TIki, shopee, lazada, Create a separate website for the company with outstanding, easy-to-see and easy-to-use features Images posted on e-commerce platforms need to be clear, true to reality, and have regulations on product size and size to bring products closer to consumers 18 4.3.2 Distribution channel management For an enterprise, the consumption of goods is always an important issue, deciding the existence and development of the business In order to manage the distribution channels of enterprises effectively, HNK must be knowledgeable about products, target markets as well as distribution channels and grasp market changes Here are some ways to manage distribution channels for HNK: According to the traditional distribution channel • Evaluating business activities: HNK needs to regularly evaluate employees and make detailed reports to be able to understand the development and development of the business • Careful in recruiting and using people: HNK will focus on getting to know its employees and from there find out the company's strengths and weaknesses to put in the search for employees for HNK According to the modern distribution channel • Applying technology to distribution channel management: The application of software can help HNK overall manage all business activities of the company, from employee monitoring, customer’s oreder management • Process orders carefully and quickly for customers buying online: Customers today tend to make purchasing decisions quite quickly Therefore, HNK will always try to process quickly: confirm with the customer, package, send to the shipping unit These should be completed within 24 hours of receiving a new order 4.4 MARKETING COMMUNICATION STRATEGY 4.4.1 Advertising: Online advertising only Use ads on Facebook and Instagram • Use ads on facebook and instagram to let users know the brand name more • Use facebook and instagram as a conversion channel: increase click-through rate on fanpage and website Channel Facebook Format Time (week) Quanity Unit Post: Video Ads - Create a short TVC to reach consumers Post Post: Link Click Ads - Use to bring users to the Website 20000 Click 20000 Click Story: Link Click Ads - To bring users Instagram to the Website 19 Using Tik Tok ads: Using TVC on products to increase brand awareness Time (month) Quanity Unit Note 1 Video Reach at least 50,000 views 4.4.2 Public relation (PR) Influencer • Contact two Influencers who pursue the classic style to collaborate on reviewing and promoting products • Use facebook and instagram as a conversion channel: increase click through rate on fanpage and website Create a Youtube chanel • Create videos to introduce products • Educating consumers on how to coordinate and preserve products Create a Facebook group • Create a community where vintage people can socialize • Support, interact with consumers about their feelings in the process of using the product 4.4.3 Promotion During the period: 5/2022-7/2022 • Promotion form: Every week Give away for the luckiest customers, when participating in the following steps: Subscribe to youtube channel and comment on Youtube After customers receive the gift about months, invite them to share their experiences when using the product • Purpose: To increase the consumer experience on HNK shoes Increase brand awareness • Quanity: 15 product During the period 7/2022-9/2022 • Promotion form: Organize a contest about matching on shoes of HNK HNK will be partnering with two influencers who have an understanding of the classic style and are following the trend • Purpose: Create a playground for consumers, so that they know HNK as a community rather than a relationship between a seller and a buyer • Quanity: o First prize: 10 million cash pair of shoes of HNK year shoe cleaning service o Second prize: pair of shoes from HNK year shoe cleaning service o Third prize: year shoe cleaning service 20 CHAPTER 5: ACTION PLAN 12 2021 Category Time Create Fanpage Facebook, Instagram & Website 1/12/2021 Post in Facebook, Instagram & Website 1/12/2021 Run Ads in Facebook & Instagram 1/12/2021 Cooperate with Influencers 18-25/01/2022 and 21-28/11/2022 Create TVC 1/1/2022 Create Tik Tok chanel 1/2/2022 Run Ads Tik Tok about TVC 1/2/2022 Run Ads Facebook & Instagram about TVC First week in months Create Youtube Chanel 1/3/2022 Create Facebook Group and Invite every one to join 1/4 Run Give away Promotion 1/5/2022 Competition announcement 1/7/2022 Run Competition 1/8/2022 Awards 1/9/2022 21 4 2022 10 11 CHAPTER 6: FINANCE Break-even analysis • Number of products sold by quarter to break even: 94 products • Quarterly breakeven revenue: 93,750,000 (VND) Assumptions: • Average revenue per product: 997,000 (VND) ~ 1,000,000 (VND) • Average variable cost per unit: 200,000 (VND) • Estimated quarterly fixed costs: 75,000,000 (VND) Sale Forecast Dự báo doanh số bán hàng Time 1st quarter (12 - - 2) 2nd quarter ( – - 5) 3rd quarter (6 - - 8) 4th quarter (9 - 10 - 11) Sales (products) 80 110 130 180 Revenue (VND) 80,000,000 110,000,000 130,000,000 180,000,000 Cost (VND) 64,000,000 88,000,000 104,000,000 144,000,000 As expected, sales from December 2021 to December 2022 are 500 products with total expected revenue of 500,000,000 (VND) and total cost is expected to be 400,000,000 (VND), so the expected profit in year is: 500,000,000 - 400,000,000 = 100,000,000 (VND) Cost Forecast Format Process Quanity Unit Unit price (VND) Cost (VND0 Note TVC Create TVC PER 2,000,000 2,000,000 DIY Per Creation fee: 1,400,000 Maintaining fee: 450,000 * 12 6,800,000 Easy to use and beautiful Website Create website Total fee of TVC and Website MEDIA Post: Video Ads – Use TVC to 8,800,000 Post 22 5,000,000/ post 20,000,000 In one quarter reach customer on Facebook Post: Link Click Ads - Used to bring users to the Website from Facebook 20000 click 700/ click 14,000,000 First week in every quarter Story: Link Click Ads - Used to bring users to the Website from Instagram 20000 click 500/ click 10,000,000 First week in every quarter Using TVC on products to increase brand awareness from Tik Tok 50,000 View 230,000/ thousand view 11,500,000 Total fee of Media Promotion 55,500,000 Give away 15 Product 800,000/ product 12,000,000 Organize a contest Prize Cash: 10,000,000 Product: 11,600,000 Total fee of Promotion PR Contact with Influencers 23,600,000 People 5,000,000 30,000,000 Total fee of PR 30,000,000 Total fee 117,900,000 23 Young people and often review leather shoes CONCLUSION The above pricing strategies, product strategies, distribution strategies as well as communication plans are analyzed based on the company's strengths, weaknesses, and challenges as well as that of the product With the desire to build for Vietnamese men a place to exchange and learn about classic style, HNK builds an image in consumers' minds as a friend who brings the best to consumers "Thousands of beginnings are difficult", so the start of HNK will face many difficulties in the initial steps of building its business It is extremely important to closely monitor communication and promotion activities and train dynamic staff to easily reach consumers In the following years, HNK will continue to deploy many other communication activities as well as invest more in production activities “A good marketing strategy must first have a good product” - Donald Trump, so HNK will try to invest in the production of products in the future In order to launch a new product effectively and accepted by consumers, it is required that HNK understand the market and be agile in recognizing and catching market trends If the above criteria are well implemented, perhaps HNK will achieve its vision in the future to become the number one leather shoe brand in Vietnam, as well as not only develop strongly in the country but also strengthen the association international import 24 REFERENCES Chapter 2: • Bộ Cơng Thương Việt Nam (2021) Sản phẩm giày dép Việt Nam tăng sức cạnh tranh nhờ ứng dụng công nghệ 4.0 Truy cập ngày 31/10/2021 tại: https://moit.gov.vn/tin-tuc/phat-trien-cong-nghiep/san-pham-giay-dep-cua-vietnam-tang-suc-canh-tranh-nho-ung-d.html 25 JOB DESCRIPTION & CONTRIBUTION NO FULL NAME Trương Quốc King (Leader) JOB DISCRIPTION • • • • Nguyễn Hoài Nam • • • • • • Nguyền Phúc Bảo Khang • • Huỳnh Trọng Nghĩa • • • • • Trần Hữu Huy • • CONTRIBUTION Excusive Sumary Chapter 2: SWOT of Product Chapter 4: Pricing Strategy + Distribution + Marketing Comunication Conclusion 20% Chapter 1: Introduction Chapter 2: SWOT of Product Chapter 3: STP Stratergy Chapter 4: Pricing Strategy + Distribution + Marketing Comunication Chapter 6: Financial 20% Chapter 2: SWOT of Company + Market Situation Chapter 4: Product Strategy + Distribution + Marketing Comunication Chapter 5: Action Plan 20% Chapter 1: Strategic Objective Chapter 3: STP Stratergy Chapter 4: Distribution + Marketing Comunication Chapter 6: Financial Chapter 2: SWOT of Company + Market Situation Chapter 4: Product Strategy + Distribution + Marketing Comunication Chapter 5: Action Plan TOTAL 20% 100% 26 20% .. .THE FINANCIAL UNIVERSITY OF FINANCE - MARKETING Class: CLC_20DMA09 CREATING A MARKETING PLAN FOR HNK’S NEW PRODUCT – CHELSEA BOOT IN THE PERIOD 12/2021 – 12/2022 Majors: MARKETING Specialized:... 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 great purchasing power in the international market and... 1.2.3 Financial Objectives • Reaching a total revenue of about 50000 USD ~ 1.1 billion VND in the first year • Maintain growth of at least 10% a year • Maintaining marketing and promotion costs about