(TIỂU LUẬN) MARKETING PLAN FOR THE WOMENS FASHION COLLECTION TRE MADE FROM BAMBOO FIBER MATERIAL BY KILOMET 109

UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING MANAGEMENT MARKETING 2021702006005 FINAL EXAM ASSIGNMENT MARKETING PLAN FOR THE WOMEN'S FASHION COLLECTION "TRE" MADE FROM BAMBOO FIBER MATERIAL BY KILOMET 109 Student: Phạm Thảo Nguyên – 1921005570 Huỳnh Anh Tuấn – 1921005749 Hồ Xuân Trường – 1921005745 Class: CLC_19DMA05 Ho Chi Minh City, 2021 TALBE OF CONTENTS EXECUTIVE SUMMARY INTRODUCTION 2.1 Achievable Objective 2.2 Specific Goals (1 year) SWOT & MACRO- ENVIRONMENT ANALYSIS 3.1 SWOT 3.2 Macro - Environment Analysis SEGMENTATION AND POSITIONING STRATEGY 4.1 Segmentation 4.2 Targeting 4.3 Positioning MARKETING MIX STRATEGIES 5.1 Product strategy Product’s attributes Value propositions Features Style design of products Branding Packaging Labeling (stamp) Product Support Service 5.2 Pricing strategies 5.3 Distribution strategy 10 5.4 Marketing communications strategy 10 Advertisement 10 Public Relations (PR) 10 Personal selling 10 Direct marketing 11 ACTION PLAN 11 CONCLUSION 12 APPENDIX 13 LIST OF REFERENCES & ORIGINALITY 15 TALBE OF PICTURES, GRAPHS, TABLES Picture 1.1 Kilomet 109’s Logo Picture 6.1 Marketing plan timeline 11 Graph 4.1 Sustainable fashion brand positioning map Table 4.1 Segments that are relevant to Kilomet 109 Table 5.1: Price list of competitors and of Kilomet109 Table 8.1: Built-in web into the Kilomet109 website 13 Table 8.2: Making advertising 13 Table 8.3: Introduction of products to the press 14 Table 8.4: Organizing a press conference to introduce products 14 Table 8.5: Cost of purchasing machinery used for production 14 Table 8.6: The total cost of marketing activities 14 Table 8.7: Sales Forecast 15 Table 8.8: Break – even 15 Executive summary Sustainable fashion is a movement and a process that aims to improve the ecological integrity and social justice of fashion goods and the fashion sector It looks at the entire system of how clothing is made, who makes it, and how long a product lasts before it ends up in a landfill The benefits of product level initiatives, such as replacing one fiber type with a less environmentally harmful choice, are a fundamental example of the necessity for systems thinking in fashion Kilomet 109 brand have been the first names acknowledged in the field of sustainable fashion in Vietnam ras a result of their diligent study and creative process After conducting research from the macro environment, analyzing competitors, influencing factors, analyzing STP strategies, our team proceeded to design a Marketing plan for new fashion collection “Tre” includes product strategy, pricing stategy, distribution strategy, and promotion strategy; action plan and appendix The plan will be organized and conducted in 2022 The market in which the company wishes to participate is still relatively new, with few competitors This gives Kilomet 109 a fantastic opportunity to expand its market Although there are a number of companies that have launched similar sustainable fashion products with bamboo fibers, we still can effectively compete with them as our products offer a combination of eco-friendly materials and unique natural dyeing techniques from local artisans throughout Vietnam throughout the world production chain Using sustainable fashion products is a trendy lifestyle in modern society We are targeting specific segments in the customer market, taking advantage of the growing interest in environmentally friendly products Kilomet 109 will use a variety of communication channels to achieve communication goals The first year, Kilomet109 with the main marketing goal is to build a brand to reach more customers and stimulate existing customers to buy new products and attract more new customers The key financial targets are 15% year-over-year revenue growth Picture 1.1 Kilomet 109’s Logo Introduction Kilomet 109, launched in 2012 by designer Vu Thao, is a high-end fashion line for both men and women But what makes Kilomet109 unique in today’s fashion world is the story behind the garments Thao collaborates with several teams of local craft artisans around Vietnam to grow, spin, weave, print and naturally dye Kilomet109 fabrics Only locally sourced materials and homegrown eco-friendly colors are used in the whole production chain, which is self-contained inside the creative communities This hyper-localized method places a premium on environmental sustainability and material support for the craftspeople The fashion of Kilomet 109 has an environmental and social responsibility objective Wishing to introduce innovative and eco-friendly clothing to the market This is couture from the ground up, and it defines a new kind of ready-to-wear couture: handcrafted, hand-stitched clothes created by a 1 designer who collaborates directly with local craftspeople on every detail And since these practical, affordable garments are made by human artisans rather than mass-produced by machines, each is like a work of art - hand-crafted, visionary, unique 2.1 Achievable Objective Launched a new fashion line collection: Tre Colection; With materials made from bamboo fibers, because this is a relatively new product line, we set the following goal: to capture 30% of the market share of sustainable fashion in year 2.2 Specific Goals (1 year) Build and increase brand awareness in the middle-class customer segment, from 10% to 50% in the first year of product launch Achieve a high level of customer satisfaction, approximately 95% of the target customers Since the Brand has new products entering the market, it can be expected that sales will grow by 15% compared to last year This is the goal to try to achieve to increase the profit guarantee and product market share in the market Maintain quarterly positive and high growth and encourage current customers to purchase the new product Set a goal to sell 150 products per week in the first months and sell 3000 products in year of the plan SWOT & Macro- Environment Analysis 3.1 SWOT STRENGTHS WEAKNESSES • The brand has been at the forefront of sustainable fashion, created a lot of buzz when it was first launched, won the award: Young Creative Entrepreneur 2014 champion by the British Council; on a prestigious fashion magazine in Vietnam: style-republik; fashion forum ELLE Vietnam ; to the New York Times; introduced on CNN's "Iconic Hanoi" Series and other famous fashion magazines This firmly establishes the prestige and quality of the brand, which will surely be trusted by consumers for the product • This product line is picky, especially in the middle and lower-middle class because the price is quite high, so it will lose a certain part of market share as well as profit • Headquartered and factory located in Hanoi with a team of experienced, creative workers, professional design team, able to grasp fashion trends very well, many years of working experience • The brand's production process brings together local artisans and craftsmen both in Hanoi and ethnic minorities in the highlands of Hoa Binh, Cao Bang, Lao Cai • The value of a shirt can be up to or million VND It is this value factor that has created the "conservative" mentality of customers with products of "Kilomet 109" • High cost of the production process and a relatively long time to complete the product • During the time of the covid epidemic, which severely affected businesses, especially fashion brands The store was forced to close because of social • Collaborate with typical art spaces in the country such as Manzi Art Space, Work Room Four and London College for Fashion Studies, with a new creative learning channel in New York, USA – VAWAA (Vacation with an artist), organization British Council, as well as local and international freelance artists distancing, leading to a sharp drop in sales • In particular, for this newly launched product, our strong point is that the product is made from bamboo fiber and the design is a combination of the two famous previous collections, Phieu and Mien • Marketing activities have not been diversified and popularized much Therefore, this is a weak point that needs to be improved if you want to have a successful product launch campaign OPPORTUNITY THREATS • This is a new product with a unique idea, the company will have the advantage of being a leader in this potential field • The sustainable fashion market is gradually getting more attention, with strong competitive brands emerging, including the two biggest competing brands of Kilomet109, Moi Dien, and Metiseko, which requires kilomet 109 to always innovate strategies marketing to maintain its leading position • During the period of social distancing due to the epidemic, customers are spending more time online than ever before For sustainable fashion brands, this is a great opportunity to experiment and connect with customers on a wide range of online channels such as Facebook, Instagram, Pinterest… and use it to increase customer sentiment towards the brand with its brand • Currently, customers tend to spend more on sustainable and high-quality products even though the products are expensive Brands with stories - visions - ethical values are preferred by consumers • Sustainable brands like Kilomet109 always share stories behind them as the brand's founder took the time to research how the product is made, the ingredients that make up the product are grown by local farmers and how they are paid fairly, how the process of making products is handmade… This creates trust and love of customers for the products that the company makes At the same time, it also promotes customers' purchasing decisions, making them feel that spending on a useful and environmentally friendly product is completely worth it • Currently there is only one store in Hanoi, which leads to a disadvantage when customers want to visit the store in another location • Reaching high-end customers and consumer trends change towards being more careful in purchasing products, requiring brands to know how to build effective "content", such as providing consumers with information practical, useful, and reliable information, convincing customers to buy the product • Prices in the market today are very diverse, counterfeit goods on the market are born very quickly at very cheap prices, this is also a huge challenge for the company when trading this product Competitors: - Indirect competitors: fashion brands that are in line with current trends and are favored by many customers, using synthetic fibers, familiar and popular with customers - 3.2 Direct competitors: brands dealing in sustainable fashion products, using environmentally friendly materials: Môi điên, Metiseko, Macro - Environment Analysis ● DEMOGRAPHICS ENVIRONMENT: Vietnam has more than 90 million people, increasing to about million people every year, the highest population density is in big cities, the population structure is young, the number of people of working age is large, all factors The above makes Vietnam a market with abundant labor resources, cheap labor and also a promising and fertile market for consumer goods and garments in particular Besides, the majority of the population lives in urban areas, so Kilomet109's products are aimed at the middle class, who prefer to use high-end products ● ECONOMIC ENVIRONMENT: According to a 2017 survey by Asia Plus market research company, young Vietnamese are currently significantly increasing spending on clothing According to the report, 26% of people surveyed said they shop for clothes 2-3 times per month, 52% said they usually shop for clothes once a month It is estimated that the value of Vietnam's textile and garment consumption per year is about 5-6 billion USD, equivalent to nearly 120,000-140,000 billion VND According to industry experts, the consumption value is much greater, because on the market today, goods of unknown origin, imitation goods, hand-carried goods are also strongly consumed, especially in rural areas that cannot be fully enumerated According to Nielsen's report in the second quarter of 2018, the Vietnamese fashion market will have a growth rate of 15-20% per year in the coming years In particular, according to another survey, the women's fashion segment in Vietnam for the age group 20-45 is worth about billion USD by 2022 and has an average growth rate of about 30%/year Grasping this, Kilomet109 has planned to launch a collection of Tre collection to serve this segment ● TECHNOLOGY ENVIRONMENT: Today's technological environment is changing rapidly It includes research and development, the rapid pace of technological change, and unlimited innovation opportunities However, Kilometers still apply traditional weaving techniques because this is the difference and affirms the meticulousness in each quality with each product made ● POLITICAL LEGAL ENVIRONMENT: The country is now politically stable as the government has taken steps to address security issues and is a good investment opportunity Current conditions also indicate the future stability of the country The internal affairs of Vietnam are always smooth and present good business opportunities ● SOCIAL-CULTURAL ENVIRONMENT: Kilomet109 is a company that is currently a leading brand in the sustainable fashion market in terms of products made from environmentally friendly green materials Very good sales Day by day, the more the economy develops, the higher the life and income, the more people focus on consumer products, including clothing In addition, the current trends and aesthetic tastes of consumers towards apparel products also change, typically they will prefer to use products of high quality and especially useful for the environment and safety Kilomet109's upcoming Tre Collection is sure to match this trend and help customers satisfy their needs Segmentation and positioning strategy 4.1 Segmentation Table 4.1 Segments that are relevant to Kilomet 109 Segmentation Office Worker Demographic  Female  Age: 23-35  Income: > 10 millions  Having job, stable income Psychographic  Lifestyle:  Busy, usually dress up and make.up; interested in fashion and beauty  Fashion style: chic, elegant  Personality:  Feminine, gentle Single Middle-age  Female  Age: 20-30  Income: > millions  Studying university, having job, stable income  Female  Age: 40-60  Income: > 20 millions  Having job, stable income  Lifestyle: Freedom, love the health and fashion Have a sense of style Fashion style: trendy  Personality: Feminine, gentle  Lifestyle:  High requirements for product quality  Fashion style: classic  Personality:  Sophisticated     Behavioral  Like promotional items  Price goes hand in hand with quality  Usually pay for products from affordable to intermediate  Like promotional  Pay much attention items to the quality of the products  Price goes hand in hand with quality  Use products according to habits  Requirements on the price of fashion  Willing to buy a products product of good quality but a bit high price  Usually pay for mid to high-end products Demand  Usually use and necessary for working  Products with reasonable prices  Quite necessary because they are single, they want to become more confident in life and work  Products with reasonable prices  Very essential (Used in business like going to meet customers and partners Help yourself more confident in the relationships around)  Not too concerned about the price just quality 4.2 Targeting  Demographic segmentation: Gender: Female Age: 25-45 Income: middle class, well-off, good income > 15 000 000 VND Education: Highly educated, knowledgeable, have a stable job  Psychographic segmentation: Customers with aesthetics of fashion and interested in quality of life Pursuing a meaningful, balanced and healthy lifestyle; taking good care of health Appreciating the sustainable values of the product Loving the environment and willing to change shopping habits to reduce environmental impact Customers prefer brands that are sustainable and environmentally responsible and use eco friendly products  Behavioral segmentation: High requirements for price and product quality Willing to buy a good quality product but a bit high price 4.3 Positioning Positioning strategy is more product based in the sense that it has tried to emphasis individual product properties rather than a common brand image Kilomet 109 still inherits and promotes traditional handicraft techniques of ethnic minorities in the Northern mountainous region Kilomet 109 using differentiation strategy to position “Tre Collection” as a high-end sustainable fashion line for women, with eco-friendly materials such as bamboo fibers High price Less quality High quality Less price Graph 4.1 Sustainable fashion brand positioning map Marketing Mix Strategies 5.1 Product strategy Product’s attributes Kilomet 109's products are a closed design process, from planting cotton, hemp, silkworms, silkworms, weaving, and dyeing by hand from organic materials, flowers, and plants Especially this time using a new material which is high-quality bamboo fiber fabric with the following characteristics: - It is a natural fabric synthesized from the wood pulp of the bamboo tree with the most advanced process Has extremely good hygroscopicity, superior to cotton fabric by 60%, and high colorfastness Bamboo fiber has anti-mildew and anti-bacterial properties According to the results of scientific tests, bamboo fibers have achieved a bactericidal rate of up to 75% The finished bamboo fabric does not contain any harmful chemicals According to the OekoTex standard assertion Especially, it does not cause allergies or irritation to the user's skin, even those with sensitive skin, so it can be used for all ages Value propositions  Relevancy: Tre Collection products are produced in line with the trend of using environmentally friendly and socially beneficial products, besides satisfying the need to buy high quality fashion clothes, good and safe Solve the problem of customers wondering if this product is worth the price  Quantified value: First, the product is made from bamboo fiber material, so it has extremely good features such as antiultraviolet rays, moisture absorption, softness, which will help consumers feel comfortable, protect their skin but also suit their needs The demand for using environmental protection products, fast selfdegradation also meets the desire to limit environmental pollution In addition, this is also a high-end fashion collection with prestigious brands like Kilomet 109 that surely highlights the wearer's elegance and brings the benefit of satisfying customers' desire to be admired by others  Unique differentiation: Firstly, Kilomet 109 is a brand that is one of the famous sustainable fashion brands known Especially the success from the previous collections, Mien and Phieu, is the basis for customers to be assured of the quality and reliability of the products In addition, with a closed production process, traditional weaving techniques and skilled artisans to create each product are the special and different points of Kilomet 109 compared to other brands When holding the product in hand, customers will both feel the excitement in each shirt, dress or skirt and see how meticulous and delicate the product is Features - With bamboo fiber material meticulously woven by skilled artisans in the northern mountains - Special design with the bold traditional culture of regions - The designs are inspired by techniques of weaving silk, cotton, hemp or indigo dyeing, traditional beeswax painting of Nung, Dao, Thai, Tay, Muong, H'Mong women in Mai Chau, Hoa Binh, Cao Bang Style design of products Products that embody the "zero-waste" qualities of Kilomet 109's transformative "multi-purpose" designs Clothes with adjustable shapes, new inspiration, and fun in dressing, diversifying styles and minimizing the need to own too many similar clothes – one of the problems that lead to the overabundance in the garment industry today Branding Kilomet 109 brand was founded by designer Vu Thao in 2012, is oriented to be a high-end fashion line for both men and women, with eco-friendly materials from farming, handling, and processing yarn management to dyeing and designing and manufacturing In Hanoi, the designs of the Kilomet 109 brand are available at Module Studio (83 Xuan Dieu) Kilomet109's logo is a letter logo, black letters on a white background with the highlight of the number 109 in the middle of the letter O Sustainable fashion brand image is the goal of Kilomet 109 Therefore, customers when looking at the Tre Collection will easily imagine the effects they will get when using this product Each design of Kilomet 109 has its way of telling a story Bringing the essence of East Asia combined with practical details of the American fashion style, Kilomet 109 applies hand-embroidered sewing techniques to modern cuts and designs With a close, simple inspiration from Vietnamese life, nature and people, conveying a series of intertwined feelings: Urban - minimalism - tradition - ethnicity, Kilomet 109 appears as an "eccentric" in the myriad of fast-cheap-mass fashion recipes today Packaging Products will be put in paper bags to protect the environment and affirm the brand's environmental friendliness Paper bags can easily be recycled into creative products such as bookmarks, cards, decorative products, The packaging also has the brand's logo This helps Kilomet 109 to promote its brand and products more widely to everyone Labeling (stamp) Because the product is Vietnamese, on each garment Kilomet 109 will use Vietnamese to illustrate information with the name, weight, and image of Kilomet 109 printed on the front and instructions for use printed on the back Product Support Service Kilomet 109 also includes support services to help consumers have a better shopping experience, increase customer loyalty, boost customer decision-making, as well as support customers in the postpurchase process, address their wants and concerns Professional staff of well-trained advisors available in-store or online to answer product queries and assist customers in selecting the product that best meets their needs and situations Official website: Kilomet109 will provide information about ingredients, materials, and processes to create products to help consumers clearly understand that each shirt, dress, and dress they wear is worthy of their value and Shipping: Free shipping via EMS for all orders in Vietnam Kilomet 109 will send orders to customers within days from the date of purchase, excluding weekends and Vietnamese holidays If the processing takes longer, Kilomet 109 will contact the guest via the email address they provided at checkout Customers will be notified with a tracking number when their order has been shipped If an item suddenly sells out before we can ship it to a customer, they'll be notified by email and offered to exchange for another item or get a cash refund Currently, the default payment channel on Kilomet 109's website is PayPal Return policy: Besides, Kilome 109 also has a return policy to facilitate customers Items purchased from Kilomet109 may only be returned to store credit within 15 days of receipt provided they are in their original condition, unworn, unworn, with tags and packaging original Privacy policy: Kilomet109 pledges to never sell or share customer information with outside parties company or a third party  Product strategy: With the product features we described above, we will be launching our first Tre collection in Spring 2022 (March), which will be the right time for Tre Collection to bring to the best experience for customers because this is the time when fashion consumption trends are on the rise, as well as the sustainable fashion sector, is growing stronger than ever, along with the beginning of the month of Season change also increases the need to change the fashion style of some customers and this is an opportunity for the brand to increase sales after having built awareness from the previous product 5.2 Pricing strategies Vietnam, a purely sustainable fashion brand that counts only on the fingers The three sustainable fashion brands that are developing and making a name for their name in Vietnam are Kilomet109, Moses and Metiseko As Kilomet109 has great merit in inheriting and promoting the traditional handicraft techniques of ethnic minorities in the Northern mountainous region; Môi Điên always makes full use of all old materials to make designs and accessories for new collections and deducts revenue to charity work useful to the society; while Metiseko operates as a professional sustainable fashion business model, applying advanced technology and imported materials Kilometer 109 spends time researching and searching for natural, environmentally friendly materials and takes a lot of time to process its products, and uses craft techniques from artisans in the mountains in the north So the price of fashion products of Kilomet 109 is quite expensive Trouser Top Dress Skirt Table 5.1: Price list of competitors and of Kilomet109 Moidien Metiseko Kilomet109 63$ 150$ 159$ 37$ 100$ 189$ 67$ 150$ 249$ 126$ 126$ 139$ Psychological pricing is a very good price strategy for fashion industry products Because this price strategy is that we will set a completely higher price forcompetitors in the same industry and will give them the feeling that among the products with less money, the most expensive one will be the one of the highestquality 5.3 Distribution strategy Kilomet 109 is on display at the only address Module (83 - Xuan Dieu) in Hanoi This main street gathers a lot of passersby, both locals and foreigners In addition, Kilomet 109 also sells products online on the company's own website Kilomet 109 builds its own stores and sells fashion products manufactured by the business itself Kilomet 109 uses chanel 1, is a direct marketing channel Kilomet 109 manufactures products and transfers them to retail store located in Hanoi and sells to customers Kilomet 109 uses an exclusive distribution strategies for its products As Kilomet 109 is a high-end fashion brand, Kilomet 109 wants to maintain a strict control for itself to ensure customer satisfaction on product or service 5.4 Marketing communications strategy Advertisement When “Tre Collection” is launched, Kilomet 109 will announce the product widely on the media by TVC Kilomet 109 introduces the Tre collection with the story of the image of bamboo tree as the symbol of our country to evoke the culture in the product On Facebook, Youtube, Tiktok: upload TVC on Kilomet109's official page and combine with running ads for audiences aged 25 - 45 years old Besides, we also regularly upload the lookbook on Facebook Kilomet 109 also advertises LCD screens at the elevator of apartments In addition, Kilomet 109 also runs wifi advertising at major airports as well as Vincom commercial centers, The Garden, AEON Mall, to increase collection awareness Public Relations (PR) Kilomet 109 sents articles to introduce products to the press with the same message content as TVC's in order to: attract customers' attention to the product, make customers aware of its superiority as well as its features and benefits product benefits and increase customer preference for the product Kilomet 109 organized a fashion show during the launch of Tre Collection and invited representatives of journalists, influential KOLs in the fashion industry: Chau Bui, Quynh Anh Shyn, DeCao as well as singers, actors, fashion channel representatives and loyal customers of Kilomet 109 to bring real experiences to show guests and attract more potential customers to experience new products and increase brand awareness Personal selling When choosing products at Kilomet 109, customers can easily get advices from staff The staff is knowledgeable about the materials and characteristics of the products, identifies customer needs and consults customers to buy products 10 Direct marketing When shopping at Kilomet 109, customers will be asked to provide a phone number and email Kilomet 109 can send email about the newly launched Collection Thereby, it will help customers access more easily and grasp information quickly and accurately Action plan Picture 6.1 Marketing plan timeline We will use the communication channel to announce to the public and also increase information about the product to customers Provide customers with information about products, opening date, how to buy in the most complete way  - Time: 1/1/2022 – 31/01/2022 Take a lookbook photo for the product to post on the brand's website  Use the story of bamboo as a symbol of our country to arouse the culture in the product The article, written by the company itself, aims to introduce the Kilomet109 brand, the unique features of the product, emphasizing the possibility of being able to decompose in nature safely, with materials made entirely of natural chemicals - Create accounts on Tiktok and youtube - Length 15s Making TVC clips set in bamboo clusters in northwestern villages - Laundry products are clean and carefully packed at the production site to wait for transportation to Hanoi  Time: 01/02-28/02 - Select and contact KOLs to cooperate, - Build a website according to the bamboo idea of the collection 11 - Design a new website's interface - Send invitations to representatives of electronic newspapers: Dan Tri Newspaper, Vnexpress, Viẹtnamnet, Thanh nien, Youth (Each journalist will have a hat made of bamboo fibers in the collection, a 30% discount coupon when buying products) Journalist's representative: ELLE Women magazine, L'Officiel Vietnam - Invite representatives of 10 customers who have purchased Kilomet109 products - Find a place and make a reservation for a press conference  Time: 01/03-31/03 - Announce extensive collections on social media: such as Facebook, Instagram, youtube - Sell products - Product Introduction and Shipping 3000 Products for Kilomet109's Existing Store - Text to customers who have purchased old products to introduce new product information to customers - Hold a press conference  - Time: 01/04-30/12 01/04 - 29/07: Post about products on social networks with a high frequency of about 2-3 posts in a week: tiktok, facebook, instagram, youtube  On Facebook: TVC will be posted on the official fanpage of Kilomet109 and combined with running ads  On Youtube: TVC will be uploaded on Kilomet109's channel in combination with running ads - 01/08 – 31/12: Post about products on social networks with a low frequency of post in a week - 01/04 - 29/04: Submit articles to PR products for newspapers  Kenh 14: The post featured prominently on the 2-hour homepage Displayed in the 1day content box  Article Type Dan Tri, VnExpress: Top category outside the homepage hours Top 1-day column page.Maintain posts with low frequencies of about post/week - 01/06 - 31/08: LCD- Frame: set TVC at LCD screen elevators of apartment buildings such as: Vincom, at RoyalCity, at Times City Conclusion This marketing plan is aimed at goal of support Kilomet 109 pushes a new product into the market by offering a clear outline of marketing strategies throughout the situation analysis, the overall mission of the business and the level of competition in an industry analyzed In addition, there are 12 many difficulties for the Kilomet 109 brand when many customers are not aware of the brand, and the demand for sustainable fashion products is still quite low To reduce the impact of these problems, marketing strategies have been implemented Evolution in marketing strategies in branding and marketing mix strategy enable Kilomet 109 to help build and connect with target audience and competitive advantage over competitors To control the completion of the plan, we set the following requirements: reporting indicators on the number of sales, the number of products reaching customers, the rate of customer awareness of the product Are useful indicators in controlling the market share of products in the market In addition, sending reminders and consumer satisfaction survey each time after purchasing a product will be assessed with the effectiveness of the plan and take corrective activities if necessary to assess the target Increase product awareness In addition, to evaluate the effectiveness of the sales growth target, our team set some requirements as follows: selling 150 products per week in the first months and 3000 products by december 2022 Products with the average goal of each remaining month: 300 products/month The marketing plan for bamboo fibers: kilomet 109's Tre collection from january 2022 to january 2023 outlines basic marketing mix strategies to focus on target markets for the brand With the planned marketing plan, kilomet109 needs to promote and improve its ability to communicate continuously to attract these new customers The distribution and pricing strategies outlined above also clarify the steps of the Kilomet 109’s strategy In addition, the highly traditional technical background, closed manufacturing process, renowned designers and skilled artisans are now the strength for the brand to continue to create fashion products in general and bamboo fiber products in particular With the mission of solving environmental problems and enhancing social responsibility, kilomet 109 is confident in developing to become a leading sustainable fashion brand, in the top insights of a large number of customers If the kilomet 109 is overwhelmingly successful in this segment and target market, the brand will move towards expanding the brand's product mix into other younger, lowerincome consumer segments and markets such as students and middle-income people, this is the leading potential market for fashion brands today Appendix Table 8.1: Built-in web into the Kilomet109 website Million VNĐ - Employee salaries: 100 - Brand identifying design costs: 20 Web design costs: 30 The cost of running ads on youtube and facebook: 30 Total: 180 Table 8.2: Making advertising Million VNĐ - Employee salaries: 100 - Cost of making TVC: 200 Lcd Frame Running Cost: 1,89/frame x – 11,34 The cost of running facebook ads: 50 The cost of running ads on youtube: 30 Total: 391,34 13 Table 8.3: Introduction of products to the press Million VNĐ - Employee salaries: 100 - Cost of advertising: 200 The cost of running Facebook, youtube ads: 50 Total: 350 Table 8.4: Organizing a press conference to introduce products - Employee salaries: 100 - Printing: - Computer equipment: 20 - Newspaper : 150 - Facebook events: - Telephone: 30 - Volunteers: 20 10 - Design: - Water: 10 - Guest: 200 Total: 580 Table 8.5: Cost of purchasing machinery used for production Million VNĐ - Hydraulic Crusher and Compressor: 50 - Annealing machine for creating bamboo cotton: 50 - Spinning Machine: 50 Total: 200 - Facilities: 50  Thus, the total cost of marketing activities is about billion VND 705.34 million Table 8.6: The total cost of marketing activities Begin Cost A month A year (million VND) Equipment costs 150 Facilities 50 Computer 20 Web design costs (package) 50 Cost of workers 20 33.33 Technical department Information management Distribution staff (2 people) 6.33 Reward Advertising costs 621.34 Internet installation costs 0.28 4.16 0.8 Installation fee (network connection fee) 0.28 Monthly maintenance fee (monthly fee) 200 Guest expenses 14 3.36 The cost of setting up the press conference 219 Total 450 33.89 848.66 Thus, with this way of watching, the overall cost of producing a product is about 60% including the cost of 20% of the garment industry according to tapchitaichinh.com and the cost of raw materials plus the cost of marketing about the remaining 40% Table 8.7: Sales Forecast Billion VND Sale Total sales Total cost Profit 2022 13.248 9.6528 3.5952 2023 17.664 12.984 4.680 Table 8.8: Break – even Million VND Break – Even Analysis: Monthly Units Break – Even 242 units Monthly Sales Break – Even 068 Assumptions: Average Per-Unit Revenue 4.416 Average Per-Unit Variable Cost 2.649 Estimated Monthly Fixed Cost 189.330 List of References & Originality Philip Kotler (2016) Marketing Management, 14th Edition Philip Kotler - Gary Armstrong (2012) Principles of marketing, 14th Edition Vietnamese fashion market is increasingly attractive Characteristics of bamboo fiber [Brand to know] Kilomet 109 is “how far”? What is local sustainable fashion? Is sustainable fashion only macro? Manual product repositioning nyewxfpz5s-34316>