INTRODUCTION AND BACKGROUND
INTRODUCTION
As climate change leads to more frequent extreme weather events, rising temperatures pose significant health risks, particularly during the hot summer months The increased heat can contribute to various health issues, including a heightened risk of skin cancer According to WHO statistics, Vietnam ranks among the top two countries on the global cancer map, with approximately 315 cancer-related deaths occurring daily; skin cancer accounts for a small fraction of this at just 0.2% Professor Nguyen Chan Hung, chairman of the Vietnam Cancer Society, notes that cancer incidence is on the rise in most countries worldwide.
Despite the common perception that sunscreen is primarily for women, it's crucial for men to recognize the importance of skin protection In Vietnam, societal norms often lead men to neglect their skin health, associating darker skin with masculinity and strength However, both men and women share the same skin structure and are equally vulnerable to harmful sun exposure, which can increase the risk of serious skin conditions, including skin cancer It's essential to raise awareness among men about the benefits of using sunscreen to protect their skin from external factors and maintain overall health.
- First create a new product for the company
- The second is to bring a product useful for society
- Make a profit for the company
- Survey the consumers through the questionnaire
- Participants include instructors, instructors and students
- Research on the consumer market
+ convenient for the survey information collection
High accuracy in data analysis
+ need to interview enough people to have the most accurate
+ The interviewer may hesitate to give honest answers
DAP CAU GARMENT CORPORATION JOINT STOCK COMPANY
1 Dap Cau Garment Company Background
Over its 50 years of establishment, Dapau Garment Company has significantly contributed to national construction, defense, and economic development From 1966 to 1975, the company navigated the challenges of the anti-American war while establishing and consolidating its operations Through various phases, including socialist construction (1976-1985) and economic integration (1986-2005), the company evolved into a joint-stock entity in 2006, expanding its scale and capabilities With three subsidiaries located in Bac Ninh, Bac Giang, and Vinh Phuc, Dapau boasts modern facilities equipped with 5,000 advanced garment machines This technological investment has enhanced production capacity to meet the demands of a dynamic economy Notably, between 2012 and 2017, the corporation experienced remarkable growth, with industrial production value increasing by 193% and total revenue reaching impressive levels.
In 2017, the Corporation achieved significant milestones, with an export turnover of 69 million USD and a profit of 50 billion, marking a remarkable 320% increase since 2012 Transitioning from a 100% state-owned entity to a joint stock company, it now employs nearly 6,000 individuals, offering an average monthly income of approximately VND 8 million Recognized for its excellence, the company has consistently earned the title of clean and strong Party for 25 consecutive years from 1992 to 2017 Its achievements have been honored with prestigious awards, including the Second Class Labor Medal in 1996, the Third Class Medal of Victory in 1997, and the First Class Labor Medal.
In 2000, numerous organizations and individuals received prestigious accolades, including certificates of merit and medals These honors were bestowed by various authorities such as the Ministry of Industry and Trade, the Ministry of Public Security, the Ministry of Defense, and the Vietnam Textile and Garment industry, recognizing their outstanding contributions and achievements.
On the occasion of its 50th anniversary, Mr Nguyen Huu Quat, Deputy Secretary of the Standing Committee of the Party, recognized the Dap Cau Garment Corporation for its outstanding contributions to labor, production, and national development during the 2012-2017 period.
- The garment company is directly authorized to import and export high-quality apparels according to customers' orders at home and abroad.
- a company specializing in the production of garments with the capacity to produce 10 million products per year
- Planning, training and professional training for staff - professional staff and resources development for the company
- research and development of new products
- With a long history of being established and one of the leading brands in Vietnam, it is able to compete with domestic and foreign retailers.
- combining the reproduction of business and exploiting the potential of the business
- Dapau Garment Company has set a target of at least 25% of retail market share in 2025
- Diversify product and product range, establish brand in the market
- Re-organization of new business models
- Professional training and professional selection for employees once a year to help improve the quality of production to meet the needs of consumers and company brand.
THE MANAGEMENT OF THE COMPANY
As the company evolves, its organizational and management structure is continuously adapted to align with the production needs at each stage of overall development and direct modeling.
- The managerial apparatus plays an important role in the development of the company.
As the leadership is on the right track, the company can achieve efficiency in production and business.
1 The managerial apparatus of the company
2 Functions and tasks of the management apparatus
The General Director is the highest authority in a company, overseeing all operations and ensuring compliance with legal and state regulations This individual is accountable for the overall management and performance of the business, holding ultimate responsibility for all activities conducted by the organization.
- Deputy Technical Director: helps the General Manager to grasp the operation of steering output, labor management, technical management and product quality.
The Deputy General Director of Economics is responsible for overseeing the establishment of the enterprise's business organization, managing the finance and accounting department, and ensuring accountability for all financial activities within the company.
- Deputy General Director of Home Affairs: directing the work of personnel organization, directing the security, order and safety in the enterprise.
Customer satisfaction is crucial for garment companies, necessitating the pursuit of reliable information sources To enhance production and business activities, these companies must implement modern information management systems that effectively gather and utilize data.
- Objectives of Information System and Data Analysis:
- improve the efficiency of the quality management system
- for analysis of production and business
- Satisfy customers a Import-export department :
- Production contract information: capture information on raw materials and market situation
- monitor the fluctuation of prices on the market, the way of delivery and payment
- customer information and ability to respond to maintain and attract new customers b Office supplies
To ensure timely delivery and accurate tracking of supplies, it is essential to monitor the import status of each customer's orders individually This proactive approach allows for the identification of any delays, enabling prompt communication with customers to take necessary actions.
To ensure efficient operations, it is essential to monitor both production and delivery schedules closely This allows for timely corrective actions or negotiations with customers when production delays occur The Technical Department plays a crucial role in addressing these challenges.
- information on preparation of orders
- Raw materials used in production such as quality, technical standards, types of fabrics, colors, product shapes.
- technical progress, inventive innovations, improved productivity - product quality d Quality management Department
- information on the quality of products in the production process to ensure that products meet the technical requirements
- information on data analysis to improve product quality e Financial Accounting
Effective annual financial planning, accounting, and bookkeeping are essential for managing a company's monetary revenues and expenditures in accordance with the established statistical financial system.
- Management of the company by way of dispatch, FAX, by phone, email. g M & E workshop
- Develop a plan for management of technical processes, safety of electric equipment,management of operation of machinery and equipment, periodic maintenance and repairs,transfer of equipment to meet production export.
Clearly defining roles and responsibilities for each department enhances the effectiveness of a company's production and business operations When tasks are assigned without overlap, it minimizes redundancy and fosters collaboration Although each department has distinct functions, their interconnection within the organizational structure means that the performance of one directly influences the overall business results.
ELEMENTARY THEORY
Marketing Strategy
Identifying unmet customer needs allows for the development of a strategic plan to capitalize on opportunities Conducting market research provides essential insights, enabling the company to choose an appropriate target market segment and enhance its position within that segment This process culminates in a compelling value proposition tailored for the target audience Subsequently, effective marketing strategies can be formulated to engage this market segment.
- Locate the product in the target market.
- Propose the value to the target market.
Mixed Marketing
The marketing mix consists of controllable variables that companies use to shape consumer responses, specifically focusing on the four Ps: product, price, place (distribution), and promotion By strategically optimizing these elements, businesses aim to achieve the highest level of consumer satisfaction.
- simultaneously meet the goals of the organization Consequently, this mixture is assembled taking into account the needs of the target customers and it varies from one organization to another.
- depending on its available resources and marketing objectives Now we have a brief idea about the four components of the marketing mix.
Products encompass the goods and services offered by an organization, such as shoes, dahi-vada, and lipstick, all of which fulfill specific consumer needs When purchasing these items, customers are not just buying the physical products but the benefits they provide, like comfort from shoes or enhanced beauty from lipstick Essentially, a product can be seen as a bundle of advantages that marketers present to consumers at a certain price Additionally, products can also take the form of services, including travel and telecommunications In summary, "product" refers to the goods and services available for sale by an organization.
Price, a crucial element of the marketing mix, refers to the amount charged for a product or service Setting the right price is challenging, as it requires consideration of various factors including product demand, production costs, consumer affordability, competitors' pricing, and regulatory constraints Ultimately, pricing significantly influences both product demand and the company's profitability.
Goods are manufactured for consumer sale and must be conveniently accessible in local shops In Ludhiana, woolen products are produced on a large scale, making it essential for these items to be available in stores within your city This distribution involves a network of individuals and organizations, including distributors, wholesalers, and retailers, collectively known as the distribution channel.
- The organization must decide whether to sell directly to the retailer or through distributors, wholesalers It can even plan to sell directly to consumers.
When products are custom-made for customers, their prices are often reasonable and accessible in convenience stores; however, consumers may remain unaware of their pricing, features, and availability This lack of awareness can hinder effective marketing efforts Consequently, advertising plays a crucial role in the marketing mix by facilitating communication, persuasion, and influence, encouraging consumers to make purchasing decisions Promotions are carried out through various channels, including personal sales, advertising, and promotional activities.
This article aims to inform potential customers about the product's availability, features, and usage, while also highlighting its advantages over competitors It effectively engages the target audience's interest and emphasizes the role of print and electronic media in enhancing the advertising process.
Promotion tools
Advertising encompasses any paid or promotional communication aimed at products, services, and ideas It's utilized not just by businesses, but also by museums, governments, and charities This approach has evolved to facilitate interactions between advertisers and various organizations.
- Advertising development includes a decision in five missions, money, messages, communication and measurement.
Promotions serve as effective incentives to drive short-term sales, targeting both consumers and trade partners Advertising plays a crucial role in motivating purchases by offering compelling reasons to buy For consumers, incentives may include samples, coupons, free trials, and demonstrations, while trade promotions can involve pricing strategies, free goods, and allowances Additionally, motivated sales incentives can be enhanced through conventions, trade shows, and competitions among sales staff, all aimed at boosting engagement and sales performance.
Sales promotion activities serve multiple objectives, including capturing the attention of new customers, rewarding loyal patrons, and encouraging increased purchases from infrequent users These promotions primarily focus on engaging fencers and brand converters to enhance overall market reach and customer retention.
To thrive, companies must maintain ongoing interactions with customers, employees, and stakeholders, which is facilitated by their public relations offices These offices play a crucial role in managing press releases, promoting products, shaping and sustaining corporate image, addressing issues with lawmakers, and providing management guidance on public matters.
Companies are increasingly integrating marketing functions with public relations through public relations marketing (MPR) MPR plays a crucial role in enhancing the company's branding efforts and promoting its products effectively.
MARKETING & ENVIRONMENT ANALYSIS
macro environment
Vietnam's garment industry faces significant challenges due to limited production capacity and outdated technology Currently, much of the industry relies on outsourcing or focuses on simple products, failing to meet the demand for high-tech, high-value items By investing appropriately in technology, Vietnam's garment sector can fully leverage its labor potential and enhance product quality.
As economies develop, consumer focus shifts towards clothing, leading to a dynamic appetite for garment products Businesses must prioritize strategic investments in design to remain competitive, especially against low-cost Chinese garments that appeal to Vietnamese tastes However, the Vietnamese preference for quality—summed up in the mindset of "eating well, wearing durable"—ensures that domestically produced, high-quality items still hold significant appeal This presents an opportunity for local enterprises to reclaim market share from Chinese competitors Additionally, environmental considerations are becoming increasingly important, particularly in the EU, which imposes strict regulations on garment imports Compliance with eco-labeling and labor conditions is essential; failure to meet these standards can hinder export opportunities or result in penalties.
Bac Ninh has a population of 1,153,600, representing just 1.21% of Vietnam's total population Among this, there are 568,055 males, making up approximately 50% of the local demographic, highlighting significant potential for customer growth in the region.
In Vietnam, urban living standards are rising, leading to a growing preference for high-end imported garments from countries like Korea, Taiwan, and Japan Many consumers are also opting for tailor-made clothing, not just for luxury occasions but for everyday wear as well Additionally, domestic brands such as Viet Tien, May 10, Thanh Cong, and Thang Long maintain a strong presence in the market.
Cities and towns prioritize style, quality, color, and fashion, while many rural residents focus primarily on durability and practicality in their clothing choices Ready-made garments have become the preferred option due to their convenience, affordability, and diverse designs However, these garments often face discounts due to lower quality, slow sales, and surplus inventory Conversely, high-quality labeled products cater only to a niche segment of consumers.
- In Decision 36 / QD-TTg dated 14 March 2008 approving the strategy for development of Vietnam's textile and garment industry up to 2015 with orientation towards
In 2020, Vietnam set a goal to elevate its textile and garment industry as a key sector for export growth, addressing the rising demands of domestic consumption This initiative aims to generate more jobs, boost competitiveness, and strengthen the country's integration into the global economy.
The garment sector in Vietnam is prioritized due to its competitive low-cost exports However, this industry faces challenges as importing countries may impose anti-dumping tariffs, making it a sensitive area in international trade relations.
In 2007, Vietnam faced dumping investigations regarding its apparel exports Although the United States determined that Vietnam did not engage in dumping practices, Vietnamese apparel exports were significantly affected in 2008, creating challenges for the country's garment export growth in the future.
Vietnam's political stability and social safety make it an attractive destination for foreign traders and investors The country's active involvement in regional and global economic integration has expanded market access for exports, especially in the textile and garment sector Despite a significant decline in 2008, foreign direct investment in Vietnam continued to rise from 2000 to 2007.
Vietnam's integration into the regional and global economy enhances market access for its textiles and garments sector As a member of the WTO and through significant free trade agreements like the Vietnam-Japan trade partnership, Vietnam showcases its commitment to economic reform Additionally, ASEAN agreements such as ACFTA and AKFTA further bolster Vietnam's appeal to investors, fostering new partnerships and opening new markets.
Micro environment
Dapaco Garment Company (DAGARCO), established on February 2, 1967, operates under the Vietnam Textile and Garment Corporation (Vinatex) The company specializes in the direct import and export of high-quality garments tailored to meet the needs of both domestic and international clients With an ISO 9001:2000 quality management system in place, DAGARCO is committed to manufacturing excellence while adhering to social responsibility standards, specifically SA-800.
Dagarco specializes in the production of garments: jackets, feathers, jackets, men's and women's shirts, trousers, dresses, knitwear, felt, children and adults uniforms, trousers sportswear etc.
Dagarco operates approximately 5,000 state-of-the-art sewing machines sourced from leading countries like the USA, Japan, and Germany The facility is equipped with advanced specialized equipment, including automatic spreading machines and automatic toner bags, as well as computer-designed systems for garment and jacket production.
Dagarco has 8 member factories and 3 subsidiaries with a total of 6,000 employees, including one joint venture with Singlun (Singapore)
Dagarco's products have been exported to many countries in the world such as USA, Japan, Germany, Spain, France, Denmark, Sweden.
Dagarco is willing to cooperate with domestic and foreign partners to invest in garment production and trading.
B2C customers: are people living in Bac Ninh and neighboring areas: people, students,foreigners,
Dap Cau Garment Company focuses on meeting the needs of its target customers by prioritizing product quality, efficient distribution channels, and exceptional services Recognizing the importance of pricing, the company is dedicated to providing consumers with the best possible prices for their products.
In the country of competitors estimated Dap Cau Garment Company is: may10 and Viet Tien, because of the same business type and have a long history
Since Vietnam's accession to the WTO in 2007, Vietnamese garment companies, including Dapau Garment Company, face intense competition from foreign firms with established retail systems The garment industry in Vietnam is significantly less developed compared to international standards, as seen with brands like Tokyolife.
The main raw materials of the company are mostly imported from different countries depending on each order each year, countries that import raw materials companies are: Germany, China
The company directly imports raw materials from abroad up to 60%, imported raw materials in the country only accounts for 40%
SWOT ANALYSIS FOR THE GARMENT COMPANY
- With a long history of prestige, the brand is known in the market In particular, the company has a lot of B2B customers
Different organizations and companies come from different places, including foreign and Vietnamese businesses.
The extensive distribution network significantly boosts product consumption, enabling suppliers to implement price support policies that lower product prices As a result, customers benefit from access to competitively priced goods The company is proudly established in Bac Ninh.
50 years, so the company has some loyal customers, so new products can easily be sold.
Despite being a well-established brand, its primary focus on selling and nurturing relationships with B2B customers has resulted in a growing disinterest in B2C customers, contributing to a gradual decline in the local retail market share against competitors.
Many leaders in the garment industry have long tenures within their companies, bringing valuable experience; however, their limited creative thinking hampers the development of effective business strategies and responsiveness to recent market trends Additionally, there is a noticeable neglect in recruiting and training new staff, which further impacts the company's growth and adaptability.
With a population of approximately 93 million, half of which are under the age of 30, there is significant potential for businesses The annual growth rate of 1% translates to nearly 1 million new potential customers each year, presenting a valuable opportunity for companies to expand their market reach.
- Vietnam is increasingly integrated into the world, creating opportunities for many enterprises throughout the country, including retail distribution business.
The garment industry is facing intense competition from both domestic and international players, particularly from financially robust companies like Viet Tien, Garment 10, and Thang Long This competitive landscape exerts significant pressure on garment companies, necessitating the adoption of innovative strategies to enhance their competitiveness Without substantial innovations, not only will garment companies struggle to navigate these challenges, but other domestic firms may also risk failure in the local market.
Vietnam's retail market is highly attractive, ranking 4th globally with approximately 90 million consumers Despite its significant potential, the market faces challenges, including the nascent stage of new markets, informal business relationships, a lack of professionalism, insufficient supply chain information, and outdated purchasing methods.
➡ SO: The company can produce and focus on research and development of new products rather than just acting as the distribution channel to provide products from the required supplier.
The company should take advantage of the perennial brand and long-standing prestige to develop the brand, expand its branches to other cities across the country.
Apply technology to manage, organize business, help customers easily find information, purchase and payment.
Despite the influx of large foreign retailers into the Vietnamese market, Bac Ninh's established distribution system and longstanding tradition provide a competitive edge To effectively compete, local businesses must implement appropriate strategies and continuously innovate to adapt to the evolving market landscape.
In today's competitive market, acquiring new customers can be both challenging and costly However, the garment company benefits from a strong base of loyal B2B customers The focus should shift towards retaining these existing clients rather than expending excessive resources on attracting new ones, ultimately leading to significant cost savings for the company.
Vietnam's retail market, ranked 4th globally, presents significant threats to foreign competitors In response, companies are compelled to implement innovative business strategies aimed at harnessing the full potential and enhancing the strength of their distribution systems.
To remain competitive in the garment industry, companies must prioritize staff training and leverage technology in business management and purchasing strategies This approach will help reduce operational costs, enhance customer convenience, and ensure quick and easy access to services, regardless of geographic barriers By doing so, companies can avoid losing market share to foreign retailers.
WO: The garment company should implement training programs for employees to enhance their professional skills, focusing particularly on short-term training abroad for managers and senior staff to learn innovative leadership approaches.
To enhance competitiveness, the garment company must prioritize comprehensive improvements in product quality and market research Elevating customer service standards and nurturing relationships with B2C customers prior to purchase are essential Furthermore, the company should adapt its products to align with the diverse needs of customers across various markets.
- The number of great loyal customers.
- Losing influence in the domestic market.
- Depends heavily on the business decisions of the state.
- Old and obsolete company’s leaders.
- The recruitment and staff training are not done well.
- There are more and more potential customers, especially in the world such as : American , Germany ,
- The signing of several economic agreements.
- Have enough potential to do research and develop new products.
- Develop the brand, expanding its branches to other cities.
- Applying technology to management, business organizations.
- Organize many trainings to improve professional skills for the company’s staff.
- Focus on improving the products’ quality and adjustment to suit for each market.
- Doing market research thoroughly, improving customer service, maintaining relationship with customers.
- The market is increasingly competitive, especially from foreign rivals.
- The ageing market and poor organization.
- Take advantage of the wide and stable distribution channel as competitive advantage.
- Focus on maintaining the market instead of trying to expand it.
- Focus on staff training,technology application to business management , sales and purchasing as well as business strategies.
INTRODUCTION ABOUT “SUNCOAT FOR MAN”
PRODUCT AND PRODUCTION PROCESS
Both men and women require effective sun protection, making the purchase of a men's sun protection suit essential Contrary to popular belief, thick clothing does not adequately shield the skin from harmful UV rays; instead, typical fabrics merely lessen the burning sensation without fully blocking these rays Prolonged exposure to UV radiation can lead to serious skin issues, including skin cancer and premature aging.
The quality of a product is significantly influenced by its material, and this holds true for sunscreen as well When selecting men's suits, it is essential to opt for high-quality, durable materials, as men typically shop less frequently, making it crucial for the product's quality to be exceptional.
Affordable men's suits are widely available on the market, particularly on sidewalks, with prices ranging from 70,000 to over 100,000 However, many of these suits lack proper standards and primarily offer minimal protection against sunburn, proving ineffective against harmful rays.
When purchasing a men's sun protection jacket, it is essential to consider the product's sunscreen level to ensure adequate UV protection Look for Arpansa UPF certification from the Australian government agency ARPANSA, which tests and certifies sun protection quality This guarantees that you are choosing a stylish and classy shirt that effectively safeguards your health.
UPF protection level % Ultraviolet radiation is prevented
The sleeveless shirt features a durable design with two layers of thick cotton, providing optimal UV protection Unlike traditional styles, this innovative shirt ensures you stay safe from sunburns, making it an ideal choice for hot weather.
Intelligent ventilation technology enhances comfort by incorporating extra ventilation nets in the armpit area and intelligent ventilation holes along the arms, sides, neck, and shoulders This innovative design ensures optimal airflow, keeping you cool and comfortable.
- 40 degrees of sunshine you still have a cool feeling
- Detachable cap: can be covered with head, detachable and convenient to protect you from harmful UV rays head, neck and face.
Cotton is a soft and breathable fabric that effectively wicks away sweat, keeping the body dry and comfortable The moisture-releasing properties of cotton help maintain a cool feeling by reducing humidity between the fabric and the skin Under optimal temperature and humidity conditions, cotton can restore its natural moisture content up to 8.5%, making it a durable and biodegradable material.
This oil-based polyester is highly water-resistant, with a natural moisture recovery rate of just 0.4% under optimal temperature and humidity conditions As a result, polyester fabrics do not absorb sweat, leading to a feeling of humidity and discomfort.
Polyester yarns serve as effective insulation materials and can be blended with natural fibers to produce durable fabrics The cotton-polyester blend, known as polycotton, offers strength, resistance to wrinkles and tears, and has a tendency to shrink Additionally, polyester yarns exhibit water and wind resistance, making them environmentally advantageous compared to plant-derived fibers While they are less flammable, it is important to note that they can melt when exposed to high heat.
This oil-based polyester is highly water-resistant, with a natural moisture recovery rate of only 0.4% under optimal temperature and humidity conditions As a result, polyester fabrics do not absorb sweat, which helps prevent feelings of humidity and discomfort.
After extensive research, the company has developed an ideal suncoat for men by merging two innovative fabrics The shirt features a breathable cotton inner layer that effectively manages sweat, while the outer layer provides protection against sun, dust, and rain.
- Most of the stickiness is good
- Easy storage (washing, drying, ironing)
- Suitable for all skin types
Combining cotton and polyester fibers results in a cost-effective fabric that offers high durability, elasticity, and excellent color retention This blend minimizes wrinkles, making it an ideal choice for consumers seeking low-maintenance options With a composition of 65% cotton and 35% polyester, this fabric provides significant advantages for both manufacturers and users, catering to those who may not afford 100% cotton.
Chapter5: Marketing strategy for “SUNCOAT FOR MAN”
Define goals
- Attract customer attention: Use marketing strategies and advertising to create a new shopping habit for customers, making customers know and remember the product method: use posters or stickers.
Optimizing revenue is crucial for any business, as high revenue signifies success Demonstrating satisfactory sales is essential to assess a product's growth potential and its ability to compete against strong market rivals Ultimately, all marketing and advertising efforts aim to boost sales and maximize profits.
Market situation
Sunscreen for men is gaining traction in Vietnam, driven by changing weather conditions and increasing consumer demand As a result, the country has begun importing men's sunscreen from nations like Japan and China In response, some local Vietnamese companies have started producing their own men's sunscreen products to cater to this emerging market Despite the significant potential for growth, the number of suppliers remains limited, particularly in Bac Ninh, which is home to numerous companies and industrial parks.
Market segmentation
- Organizations buying products for resale to consumers (shops, clothing dealers and supermarkets)
Group 2 ; Customers buy for relatives (wife buy for husband, mother buy for children, )
Group 1: Buyers to use are clients who have outdoor work, exposure to the sun for long time and frequency as much as the environment and construction.
Group 2: customers buy for relatives who are aware of the impact of sun and health are friends and relatives should have the need to buy.
- B2B customers: enterprise, shops, agents and supermarkets want to buy back to consumers
Marketing positioning
Currently, health and safety concerns are a top priority for the Vietnamese community, particularly amid increasingly severe weather and negative changes The introduction of beneficial products offers consumers more options to safeguard their health As societal demands for quality of life and aesthetics rise, companies must ensure their products feature appealing designs, high durability, and reasonable pricing.
Brand positioning
Dap Cau Garment Company, a leading name in Vietnam's garment industry with over 50 years of established reputation, enjoys strong customer loyalty This solid brand presence positions the company favorably as it introduces its new line of men's sun protection products, ensuring a positive reception from consumers.
Price strategy
The objective of the price appraisal is from successive strategies; and marketing position The company evaluates based on the following objectives:
- First objective : Increase market share.
Dapau Garment Company, a well-established brand for over 50 years, primarily targets B2B customers while overlooking the potential B2C market in Bac Ninh To enhance its competitive edge, the company is currently assessing its pricing strategy to capture a portion of the initial market competition, with plans to strategically position itself against competitors in the future.
- Second objective : Attract as many customers as possible
- Third objective : Objective to meet the needs of the market.
This objective is based on the analysis of current competitors in Vietnam The company has determined prices based on several methods: Determining aggregate demand (total demand)
The company focuses on analyzing the number of potential buyers, their purchasing power, and individual budget allocations for goods and services, alongside understanding consumer desires.
Based on the formula to determine aggregate demand: QD = MQP
+ M: number of customers in the target market with some assumptions.
+ Q: The average number of products purchased per customer.
We use price penetration strategies
We have adopted a strategic penetration pricing approach due to the abundance of alternatives in the market, despite the limited competition for men's suits in Bac Ninh This strategy aims to attract a larger customer base, particularly among young consumers, and enhance brand awareness Additionally, with a significant number of B2B clients, immediate profit targets are less critical for our current business landscape While there is strong demand for new products, setting high prices could invite new competitors, especially since this product can be easily replicated.
We have the ability to choose this strategy because we produce without any intermediaries like some other competitors so it allows us to lower prices on them.
Distribution Channel
The consumption of products depends very much on the organization of distribution network, distribution companies through:
Direct distribution channel: the company's showroom
Indirect distribution channels: shops, agents, supermarkets to sign consumption contracts
Communication
• Banner, Standee: In front of the supermarket, there will be banner and standee with
"Discover the power of male sunscreen with eye-catching slogans designed to grab attention while shopping In a self-service environment, vibrant posters serve as effective tools to engage customers, making them a cost-efficient choice for promotion."
• Website: Design a separate website for the product line with specific information about the product such as: utility, quality, material, design, price,
Google AdWords is a powerful advertising platform offered by Google that enables businesses to buy text and image ads displayed in search results and on websites affiliated with Google AdSense This versatile tool allows companies to design comprehensive online marketing campaigns featuring display, mobile, video, and text ads With significantly lower costs compared to traditional TV advertising, Google AdWords provides impressive results for businesses looking to enhance their online presence.
Create a video showcasing the production process of men's suits and share it on Facebook This approach will enhance customer understanding of the product and foster trust in your brand.
Zalo is a powerful tool for advertising and nurturing relationships with loyal customers When these customers encounter the company's advertisements, they are more likely to choose to purchase the "male sunscreen."
Promotion
When customers buy products in large quantities will be discounted
+ with customers: buy from 3 units will be reduced 5%
+ with the organization: the larger the purchase, the higher the discount from 10-20% depending on the geography and mode of transport
When new products are launched in the early days apply only 80% of the price has been built
At the opening of each store to buy the product will be gifted glasses or gloves
Dap Cau Garment Company, renowned for its extensive experience in the apparel industry, is well-positioned to introduce and market a new line of men's suits, leveraging its established reputation and expertise.
However, I have researched the market through questionnaires and interviews before deciding on the new product "Men's suits" will debut.
The primary challenges we face in the market stem from our initial decision to pursue a B2B model for selling new products, which later shifted to B2C due to resource constraints and a desire for brand development Our focus on demand, long-term growth, and sustainability is crucial, especially given the intense competition in the retail sector, particularly within the garment industry This competitive landscape necessitates thorough market research and the formulation of effective marketing strategies to enhance our market share Although my marketing strategy is currently limited, I am optimistic that its implementation will benefit Dap Cau Garment Company and help achieve our marketing objectives.
I have been trying to complete the project with the help of Dap Cau Garment Company.
I hope someday I will be working on the project if I have the opportunity to work at Dap Cau Garment Company.
I would like to thank everyone, the relevant department for helping us complete the report.
Assess the suitability of the project with the objectives of the company
This project focuses on developing a new product marketing strategy for Dap Cau Garment Company, leveraging insights from professors and sales staff It combines general sales and marketing knowledge with specific expertise in launching new products and understanding market dynamics Given the intense competition from both domestic and international retailers, this product aims to enhance Dap Cau Garment Company's brand presence and competitiveness in the market.
The limitations and limitations of the project
After conducting the study, I identified several shortcomings in my marketing project for men's sunscreen products A significant challenge is the inability to fully manage risks once the product is launched, as the practical execution often diverges from the initial plans This is particularly evident in the difficulties encountered when estimating budgets for product distribution and marketing strategies.
When I was working on the project, I encountered some difficulties in finding information about the men's suits market because no company has ever researched on this topic before The information given in the report primarily from the research articles, research and analysis of competitors.
PERSONAL INTERSHIP PROCESS IN DAP CAU GARMENT COMPANY
1 The company's projects are implemente
- Following and study market situation and customer needs regularly.
- Track price movements in the market
- Always seek information about the original material
- The company target to account for at least 25% of the retail market share by 2020
- Bac Ninh market research and strategy suitable for men
- Learn about the products, business model and operation of the company from previous years
- The history of the company
- Understand the company to be able to carry out the next job
- Main duties assigned after a period of internship at the company: to support the market research strategy for import and export suitable for men.
- Monitor the market situation to always give the best strategies for the company
- Market surveys regularly capture the needs of consumers
- Build the best marketing strategy, capture, adjust and implement goals
- Link with departments to create the best strategy for the company
After analyzing consumer preferences, it's crucial to effectively communicate the product's value and its essential benefits Highlighting aspects such as health protection, effective sunscreen capabilities against harmful UV rays, and affordability will resonate with consumers, ensuring they recognize the product's worth.
The Bac Ninh area offers a significant advantage for businesses due to its concentration of companies and industrial parks, leading to increased construction activity This environment creates a substantial pool of target customers, providing a competitive edge for companies at the initial stages of their projects.
Delivered to the consumer market in Bac Ninh in April 2019
Accepted and used by consumers
Create a new product for the company and a product that is useful for everyone and society.
Bring profits to the company
Strengths: A new and limited product on the market
Through the survey, it was found that the interest and needs of consumers with the product is feasible
Is a product that has the latest design and manufacturing in the market and not competitors
- Access to consumers is limited and difficult
- Products are made from a reputable company and brand in the market should have the confidence of customers