HNK COMPANY OVER VIEW
INTRODUCTION
In today's global fashion landscape, the demand for elegant and luxurious dress styles is on the rise To empower Vietnamese individuals to compete internationally, we are dedicated to crafting high-quality leather boots with exceptional designs This commitment to excellence is the foundation of HNK's establishment, aiming to support the "Children of the Fairy and Dragon" in every aspect of their lives.
To achieve sustainable development and solidify its position as a leading shoe manufacturer and distributor in Vietnam, the company is committed to elevating its brand influence, with the ultimate goal of becoming the number one brand in the country Beyond domestic success, the company also aims to expand its reach through international integration, strategically entering promising markets across Asia to drive growth and expansion.
Providing quality finished leather shoes with outstanding design and elegance in classic style for Vietnamese men so they can shape their own style
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:
At our company, we view customers as close friends rather than distant deities We prioritize understanding their needs and emotions, fostering an open line of communication As true friends, we are committed to delivering the best possible experience and value for them.
Embrace innovation and creativity by welcoming change and actively seeking learning opportunities Don't fear failure; instead, view it as a chance for improvement Strive to be inventive in every aspect of your work and aim to create breakthroughs that benefit your customers.
Experience happiness with our commitment to "Quality, Prestige, Service," ensuring that every dollar you spend feels worthwhile We prioritize the quality of our products, with meticulous machining and finishing that deliver an exceptional user experience Our strong reputation is a key factor in our brand, allowing us to effectively address and resolve any customer issues.
In addition, there are three factors that form the foundation of the corporate culture
• “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
To develop an effective marketing plan for HNK's new Chelsea Boot, it's essential to focus on the target audience and market trends from December 2021 to December 2022 This plan should include strategies for brand positioning, promotional activities, and distribution channels to maximize reach and engagement Emphasizing the unique features and benefits of the Chelsea Boot will help attract potential customers Additionally, leveraging digital marketing techniques, such as social media campaigns and influencer partnerships, will enhance visibility and drive sales during this crucial period.
"Đoàn," which translates to "unite," embodies the essence of teamwork and collaboration An old Vietnamese proverb states, "one tree can't be young, three trees together make a high mountain," highlighting the importance of solidarity among individuals The unity of all members within a company is a crucial determinant of its overall success.
STRATEGIC OBJECTIVES
HNK aims to boost brand awareness by increasing product visibility, targeting 20,000 visits to its media channels within three months This strategy leverages current capital and expertise to engage potential customers and enhance brand value in consumers' minds.
To enhance brand value for customers, HNK aims to be the top choice for stylish, personalized, quality, and affordable leather shoes in Vietnam The goal is to establish HNK as a leading leather shoe manufacturer, ensuring that the brand is synonymous with excellence in the minds of consumers.
• Reaching a total revenue of about 50000 USD ~ 1.1 billion VND in the first 1 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
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 The strategy should focus on identifying target demographics, leveraging social media platforms, and utilizing influencer partnerships to enhance brand visibility Additionally, incorporating SEO best practices will optimize online presence, driving traffic to the product page Engaging content, promotional campaigns, and customer feedback mechanisms will further strengthen market positioning Continuous assessment of marketing efforts will ensure adaptability and success throughout the campaign period.
SWOT & MACRO – ENVIROMENT ANALYSIS
SWOT OF COMPANY
The team is composed of young, dynamic, and enthusiastic professionals who are passionate about their work Their deep understanding of contemporary Vietnamese fashion enables them to introduce innovative trends that resonate with customer psychology.
HNK targets fashion-forward men in Vietnam, tapping into a unique segment of the local shoe market By offering innovative dressing solutions, HNK sets itself apart from other Vietnamese shoe brands, helping customers enhance their personal style with creative footwear options.
The research team lacks significant experience in understanding product demand, resulting in slow design changes that do not keep pace with the preferences of young customers This demographic seeks footwear that reflects their desire for style, vibrant colors, and a youthful aesthetic.
• 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
• 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
Recently, there has been a growing trend among consumers to prefer "Vietnamese people using Vietnamese goods," as domestic products have significantly improved in quality, proving to be on par with international brands.
• Many Vietnamese companies process and export the leather industry, but few brands focus on the domestic market
In the domestic footwear market, HNK faces significant competition from companies like The Wolf, Rowan, and JOG4, which benefit from a diverse range of designs and an earlier market presence.
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan for the period from December 2021 to December 2022 is essential This plan should focus on identifying target audiences, setting clear marketing objectives, and leveraging various channels to maximize brand visibility Key strategies may include digital marketing campaigns, social media engagement, and collaborations with influencers to enhance product awareness Additionally, monitoring performance metrics will be crucial for adjusting tactics and ensuring the success of the Chelsea Boot in the competitive footwear market.
• 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.
THE SITUATION OF LEATHER SHOES MARKET IN VIETNAM
2.2.1 Size and growth rate of Vietnam's leather shoes market
Between 2016 and 2020, Vietnam's footwear export turnover experienced an average annual growth rate of 7%, according to the General Department of Customs Despite a continuous increase in footwear exports from 2016 to 2019, the Covid-19 pandemic caused a decline in 2020, with total exports reaching $16.8 billion, an 8% decrease from 2019 but a 29.2% increase from 2016 However, in the first half of 2021, Vietnam's footwear exports rebounded, achieving $10.4 billion, which marked a 27.7% increase compared to the same period in 2020.
Vietnam's footwear industry boasts significant export turnover, primarily driven by foreign direct investment (FDI) enterprises However, domestic companies face challenges in competitiveness compared to their FDI counterparts in the export market Currently, many Vietnamese footwear enterprises focus on processing and manufacturing for foreign brands, highlighting a crucial opportunity for these domestic firms to establish and grow their own footwear brands.
2.2.2 Trends of Vietnam's leather shoes market
According to a study published in the Journal of Industry and Trade, Vietnam's open door policy and deeper integration into the global economy have positively impacted its footwear manufacturing and exporting sector The country's participation in numerous free trade agreements has led to steady growth in footwear exports, with turnover increasing annually and products reaching over 100 countries However, this expansion has highlighted a significant gap in supplying the domestic market, presenting a valuable opportunity for leather shoe businesses to invest locally.
In an interview with 10 men between the ages of 18 and 35 (3 people 18 years old,
The fashion preferences of a diverse group, including three individuals aged 20, two aged 25, one aged 30, and one aged 35, reveal interesting trends, especially among the younger demographic Notably, two 18-year-olds and two 20-year-olds, along with four others, favor minimalistic fashion, predominantly using classic colors like black and white, complemented by subtle shades such as gray and brown In today's globalized world, the emphasis on appearance has grown, with beauty now encompassing both men and women Additionally, fashion operates in cycles, as past trends from the last decade have made a resurgence in the 21st century.
To effectively market HNK's new Chelsea Boot during the period from December 2021 to December 2022, a comprehensive marketing plan is essential This plan should include targeted strategies that highlight the unique features and benefits of the Chelsea Boot, appealing to the fashion preferences of the target audience Utilizing various digital marketing channels, such as social media and email campaigns, will enhance brand visibility and customer engagement Additionally, collaborations with influencers and fashion bloggers can further amplify the product's reach Monitoring market trends and customer feedback will be crucial for adapting the marketing strategies over time, ensuring sustained interest and sales growth for the Chelsea Boot throughout the year.
2.2.3 C ompetition in the Vietnamese leather shoes market
Vietnam is the second largest footwear exporter in the world (after China), but at home, Vietnamese shoe businesses face many difficulties in the long run Specifically, in
In 2019, Vietnam's footwear exports reached $18 billion, yet the domestic market imported over 100 million pairs, costing around $1 billion and fulfilling 60% of local demand Popular international brands like Adidas, Nike, Puma, Vans, and Converse dominate the market, attracting middle-class consumers who prefer foreign footwear over less distinguished local options The elimination of import taxes for goods traded within ASEAN and with China has further facilitated the influx of foreign footwear into Vietnam, intensifying competition for domestic products and posing significant challenges for local manufacturers.
Before 2017, renowned Vietnamese brands like Vina Shoes and Biti's primarily offered traditional footwear, catering mainly to middle-aged customers and students However, the rise of young entrepreneurs and the influence of global fashion trends led to a shift towards dynamic sneakers favored by the youth and associated with international sports stars This shift created a market divided between high-end imported brands and affordable options Recognizing this consumer trend, Vietnamese shoe companies began to innovate, with Biti's leading the charge by launching the Biti's Hunter line and collaborating with popular artists like Son Tung M-TP and Soobin Hoang Son, significantly enhancing the perception of high-end Vietnamese footwear.
To strengthen their presence in the domestic market, Vietnamese shoe companies are committed to the principle of "where the customer is, we are there." Currently, Vietnamese footwear is offered across all market segments, ranging from affordable to high-end options, featuring designs that cater to diverse preferences while ensuring quality and pricing that align with customer expectations.
The company offers a range of classic, elegant, and luxurious products that empower men to define their unique style, contributing to the evolution of a sophisticated and refined aesthetic for men in Vietnam.
To successfully launch HNK's new Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 This plan should focus on identifying target audiences, utilizing digital marketing strategies, and leveraging social media platforms to maximize brand visibility Additionally, incorporating influencer partnerships and engaging content will enhance customer interest and drive sales Monitoring market trends and customer feedback will be crucial for adapting the marketing approach and ensuring the product meets consumer expectations Ultimately, a well-structured marketing plan will position HNK's Chelsea Boot for success in a competitive footwear market.
HNK, a newly established business, is committed to offering a diverse range of leather footwear products tailored to meet the distinct needs of various customer groups, reflecting its core value of customer satisfaction.
HNK offers high-quality products that align with their pricing, ensuring brand value is maintained while safeguarding the interests of their customers This commitment reflects the second core value of HNK.
HNK specifically targets Vietnamese men seeking a classic style, catering to a niche segment within the broader fashion and footwear markets As a result, the consumer base for HNK is relatively limited and not highly diverse.
W2: As a new enterprise in the market, HNK's products can be said to be not completely excellent products, so the occurrence of product defects is something that HNK may encounter
In my experience, the absence of a professional design team has necessitated a blend of expertise and creativity in product design at HNK Consequently, this approach may expose HNK's products to various risks during the initial months of their launch.
O1: Industry 4.0 helps to produce high-quality leather shoes but significantly reduces input costs Leather shoes are considered to become the most noticeable trend in
2021 because of their elegance, elegance, versatility and never out of fashion
O2: Minimalist fashion style is increasingly popular So leather shoes are the first choice in coordinating clothes Therefore, the demand for leather shoes is increasing day by day
T1: Although never out of fashion, fashion trends are always volatile and unpredictable, easily leading to large sales fluctuations
T2: The uses are not as diverse as the sports shoes that go out, work and play sports
T3: The design is simple and has little variation, so almost a customer will only buy one pair to two pairs of leather shoes to use
T4: The design is simple and has little variation, so almost a customer will only buy one pair to two pairs of leather shoes to use
T5: The hot and humid climate in Vietnam is one of the conditions that make leather shoes easily damaged and difficult to maintain
To effectively launch HNK's new product, the Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 This plan should outline targeted strategies to reach the desired audience, enhance brand visibility, and drive sales Key components will include market research, promotional tactics, and digital marketing initiatives to engage potential customers By focusing on these elements, HNK can successfully position the Chelsea Boot in a competitive market and achieve its business objectives.
SO ST - - WO WT Strategies -
S1+O2: Promote communication channels, create a community for vintage style enthusiasts
S3+O1: Create products with lower prices than the market average but still ensure quality
STP STRATERGY
SEGMENTATION
HNK divides the Vietnam market into 3 segments: 18-25 years old, 25 35 years old - and 35-40 years old Each segment has its own characteristics
From 18 to 25 From 25 to 35 From 35 to 40
Geographic Region: VietNam, concentrated in big cities, especially universities,
Region: VietNam, concentrated in big cities, high-rise buildings, concentrated in a large number of offices, apartments,
Region: VietNam, concentrated in big cities, high-rise buildings, concentrated in a large number of apartments, parks, training areas,
Gender: Male Gender: Male Gender: Male
Occupation: Students, students and new graduates,
Occupation: Office worker, worker, public servant Occupation: Longtime employee,
Family: Independent Family: Recently married or with young children Family: Stable, raising children until independent
Income: dependent on family or low average income
Income: Medium low to medium high or high Income: Above average
Class:popular, middle class Class:popular, middle class Class: middle class
Lifestyle: Being sharp in life, easily absorbing science and technology, quickly contacting media programs
Lifestyle: Working hard, taking care of family, trying hard at work
Lifestyle: Slow down, tend to take care of health, beauty
Personality: Cheerful, ambitious and inquisitive
Personality: Careful, calm, peaceful Personality: Quiet, stable
Motivation: high need for self-expression, dynamic
Motivation: Express yourself, serve daily needs
Motivation: Serving personal needs, hobbies
Behavioristic Reason for purchase: Buy to use, buy to give away
Reason for purchase: Buy to use, buy to give away
Reason for purchase: Buy to use, buy to give away
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 The strategy should focus on identifying target audiences, leveraging digital marketing channels, and creating engaging content that highlights the unique features of the Chelsea Boot Emphasizing seasonal promotions and collaborations with influencers will enhance brand visibility Additionally, monitoring market trends and customer feedback will allow for timely adjustments to the marketing approach, ensuring the product resonates with consumers and drives sales.
Product quality, price and design, feeling of use
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: High, once they put their trust they rarely change
Usage status: Potential users, regular users
Nhạy cảm về giá: Trung bình và cao
Usage status: old user ,potential user
Nhạy cảm về giá: Trung bình
Usage Status: Former User, Potential User
Nhạy cảm về giá: ít và trung bình
Price sensitive: Medium and High Price sensitive: Medium Price sensitive: Low and
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
Our target market consists of men aged 18 to 40 who seek high-quality leather shoes with striking designs However, the high prices of foreign brands make it challenging for Vietnamese consumers to afford these products.
Between the ages of 25 and 40, men typically establish a distinct fashion sense and personality, making their shoe choices highly deliberate For Vietnamese men in this age group, leather shoes play a significant role in defining their personal style and serving as a means of self-expression.
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.
MARKETING MIX STRATEGIES
PRODUCT STRATERGY
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
Chelsea boots, similar to oxford or derby shoes, feature a captoe or brogue design and are typically crafted from two distinct pieces of leather—one for the front and one for the back These components are joined at the ankle and secured with one or two elastic bands or vulcanized rubber for a comfortable fit.
Some chelsea boots products that HNK will aim to produce Product’s name Illustrations Characteristics Design
The shoes have elastic on both sides running from the ankle down
The shoe features an ankle-high collar and a rounded toe, complemented by a low heel measuring between 1 to 3 cm Constructed from just two distinct pieces of leather, the shoe's design includes two elastic side panels that connect the upper and lower sections, extending from the collar to approximately 3 to 4 cm above the sole.
Commando It's a kind of military shoe
The Commando sole is a traditional rubber sole designed for hiking and work boots, featuring distinctive plus-shaped protrusions These soles are typically larger than many other types, providing enhanced grip across various terrains and weather conditions.
Jodphur specifically for horse A product riding
The design of these shoes closely resembles the classic Chelsea style, featuring wraparound belts instead of the traditional elastic skin Emphasizing simplicity, these variations of Chelsea shoes prove that less is often more, enhancing both aesthetics and comfort.
A zip-up shoe with padding at the ankle
It will definitely help the boys become more "dusty" and
The most contemporary variation, this style is minimally influenced by classical design, yet remains highly adaptable for various situations, largely due to its innovative buckle feature.
To develop an effective marketing plan for HNK's new Chelsea Boot, it is essential to focus on the target market, establish clear objectives, and utilize various promotional strategies throughout the period from December 2021 to December 2022 Key components of the plan should include market research to understand consumer preferences, a competitive analysis to identify market positioning, and the selection of appropriate channels for advertising and outreach Engaging content, social media campaigns, and partnerships with influencers will enhance brand visibility and drive sales Continuous assessment and adaptation of the marketing strategies will ensure alignment with market trends and consumer feedback, ultimately leading to a successful product launch and sustained growth.
15 somewhat more formal and elegant than traditional Chelsea boots
Brogue shoes are low-soled footwear crafted from animal skin, featuring stitched patches of durable leather shaped into a complete shoe The edges of the leather are serrated to highlight the joints, adding to their distinctive design.
Brogue shoes are distinguished by their decorative perforations, which not only enhance their aesthetic appeal but also serve a practical purpose Historically, these holes provided essential ventilation, making them suitable for various challenging terrains, particularly in wet conditions This unique combination of style and functionality allows men to confidently navigate diverse environments while wearing Brogue shoes.
• 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
When buying HNK products, they will be put in boxes made of Carton material with
The HNK logo is prominently featured on our standout shoe boxes, available in two striking colors: skin and black Designed for multiple uses, these boxes boast an eye-catching aesthetic and a square shape that ensures easy handling while elegantly showcasing the beauty of the shoes inside.
The article introduces a durable, reusable cloth bag designed to store shoe boxes, promoting environmental sustainability.
Produce boots with simple designs that are easy to match but still have a classic, elegant and luxurious look
Buyers can choose from a wide range of boot colors, including classic options like black and brown, as well as tan, burgundy, and unique shades such as green, blue, and yellow.
To successfully launch HNK's new Chelsea Boot product between December 2021 and December 2022, a comprehensive marketing plan is essential This plan should focus on identifying target audiences, leveraging digital marketing strategies, and utilizing social media platforms to maximize brand visibility Additionally, incorporating influencer partnerships and engaging content will help create buzz around the product Analyzing market trends and consumer feedback will be crucial for refining marketing efforts and ensuring the Chelsea Boot meets customer expectations Ultimately, a well-structured marketing approach will drive sales and establish HNK as a leader in the footwear industry.
When purchasing HNK's products, customers benefit from numerous incentives and dedicated support from our knowledgeable staff regarding leather shoes We offer both online and offline consultations to assist customers facing any issues with our leather footwear.
When purchasing HNK products, customers can return any defective items within 30 days of the initial purchase To express our apologies for any inconvenience caused by manufacturing issues, we offer a small gift to customers upon successful exchange.
PRICE STRATEGY
As a new enterprise in the market, HNK's policy is to "Survival" in its target market
The Vietnamese footwear market is highly competitive, particularly for HNK, which targets both lower middle and upper middle-class consumers This demographic's price sensitivity leads to significant fluctuations in shoe pricing Our business strategy focuses on achieving a break-even point within the first year of operation.
Our initial investment capital is set at 500 million VND, with the primary goal of recovering this capital within the first year Based on our analysis, the variable cost for raw leather materials is 200,000 VND per unit, and we estimate the fixed costs for the first year to be around 300 million VND As a new business with limited capital, we plan to sell our products primarily through online platforms, aiming for sales of 500 products in the first year, which translates to a target of 40 products per month.
According to calculations, the cost for each product is 800,000 VND Unit cost = variable cost + (fixed cost/ unit sales)
To achieve its goal of breaking even within the first year, HNK has set a profit margin of 20% per product After careful calculations, it has been determined that HNK needs to sell products with an average price of 1 million to reach this breakeven point.
Target-return price = unit cost + (desired return * invested capital) / unit sales
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 This plan should focus on identifying target audiences, utilizing digital marketing strategies, and engaging in social media promotions to enhance brand visibility Additionally, incorporating influencer partnerships and seasonal promotions will help drive sales and increase customer engagement By analyzing market trends and consumer preferences, HNK can position the Chelsea Boot as a must-have item, ensuring a successful introduction to the market.
To reach breakeven point at the price of 1 million VND per pair, 375 products need to be sold
Break-even volume = fixed cost / (price - variable cost)
Specifically, the prices of some products that HNK will aim to produce
Shoes Classic Chelse Chelsea Commando Jodhpur Zip Broguing
HNK offers a diverse product line of shoes, with Jodhpur Shoes priced at 1,300,000 VND, making them accessible to many The Chelsea Commando and Zip styles are available for 1,000,000 VND each Additionally, the popular Chelsea boots and Broguing Shoes are offered at affordable prices, ensuring that Vietnamese men can easily access and own these stylish options.
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
To effectively market HNK's new Chelsea Boot during the period from December 2021 to December 2022, a comprehensive marketing plan is essential This plan should focus on identifying the target audience, establishing clear branding, and utilizing various digital marketing strategies Incorporating social media campaigns, influencer partnerships, and engaging content will enhance visibility and drive customer interest Additionally, analyzing market trends and customer feedback will help refine the approach, ensuring that the Chelsea Boot resonates with consumers and stands out in a competitive market.
When it comes to value, the quality of our boots consistently meets consumer needs, ensuring satisfaction Priced at an average of just 1 million VND, you can acquire a stylish and high-quality pair of boots that offers both durability and aesthetic appeal.
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 organization purchases used shoes to repurpose valuable materials, which are then sent to leather shoe factories for recycling This process not only reduces the cost of acquiring new materials but also contributes to environmental protection.
HNK prioritizes exceptional customer service to strengthen relationships built on trust By offering a range of services such as shoe cleaning, repair, and polishing, HNK ensures that it remains connected with its customers Each type of service is designed to meet specific customer needs, enhancing the overall experience and satisfaction.
DISTRIBUTION STRATEGY
• Distribution Channel Length: Zero Level
• Type of intermediaries joining the channel: None
• Distribution channel width: Modern distribution channels and traditional distribution channels
HNK, a new entrant in the market, faces the challenge of effectively reaching customers with its products To enhance customer experience, the company plans to utilize traditional distribution channels, allowing consumers to engage with authentic products through resellers To facilitate this, HNK will establish a small store designed in a classic style, where customers can personally try on their shoes.
The rapid growth of the internet has led to a rising demand for social network usage, necessitating a shift from traditional distribution methods To effectively reach specific markets, businesses must innovate by embracing online sales through e-commerce platforms, social networks, and websites.
HNK aims to enhance its distribution channels on leading e-commerce platforms like Tiki, Shopee, and Lazada The company will also establish a dedicated website featuring user-friendly and visually appealing design To effectively engage consumers, product images on e-commerce sites must be clear, realistic, and adhere to specific size regulations.
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 This plan should focus on identifying target audiences, utilizing digital marketing strategies, and leveraging social media platforms to increase brand awareness Additionally, incorporating influencer partnerships and engaging content will enhance customer interest and drive sales Monitoring performance metrics will be crucial for optimizing marketing efforts and ensuring a successful product introduction.
For an enterprise, the consumption of goods is always an important issue, deciding the existence and development of the business
To effectively manage distribution channels, HNK must possess a deep understanding of its products, target markets, and distribution methods while staying attuned to market changes Key strategies for managing these channels include optimizing product knowledge, identifying target demographics, and adapting to evolving market trends.
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
HNK prioritizes a meticulous recruitment process, emphasizing a deep understanding of its employees to identify the company's strengths and weaknesses This strategic approach allows HNK to effectively target and attract the right talent, ensuring alignment with the organization's goals.
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
To enhance customer satisfaction in online shopping, HNK prioritizes the swift and accurate processing of orders Understanding that modern consumers often make quick purchasing decisions, HNK commits to confirming orders, packaging items, and dispatching them to the shipping unit within 24 hours of receipt.
FINANCE
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 This plan should focus on identifying target audiences, setting clear objectives, and utilizing various marketing channels Emphasizing the unique features and benefits of the Chelsea Boot will attract potential customers Additionally, leveraging social media, influencer partnerships, and targeted advertising will enhance brand visibility and engagement Regularly analyzing market trends and consumer feedback will help refine strategies and ensure the product's success throughout the year.
CHAPTER 1 HNK COMPANY OVER VIEW :
In today's global fashion landscape, elegant and luxurious dress styles are gaining popularity To help Vietnamese people compete on an international stage, we are dedicated to crafting high-quality leather boots that reflect exceptional design and style This commitment to excellence is the foundation of HNK's establishment, aiming to support the "Children of the Fairy and Dragon" in every aspect of their lives.
Our aim is to achieve sustainable development and establish ourselves as the leading shoe manufacturing and distribution company in Vietnam We prioritize enhancing our brand's influence, striving to be the number one choice in the Vietnamese market In addition to strong domestic growth, we are committed to promoting international integration and expanding into promising markets across Asia.
Providing quality finished leather shoes with outstanding design and elegance in classic style for Vietnamese men so they can shape their own style
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:
At our company, we view customers as close friends rather than distant deities This relationship allows us to genuinely understand their needs and emotions, fostering open communication As dedicated friends, we are committed to delivering the best possible experiences and solutions for them.
Embrace innovation and creativity by welcoming change and continuously seeking learning opportunities Don't fear failure; instead, view it as a chance for improvement Strive to be inventive in all aspects of your work, aiming to create breakthroughs that ultimately benefit your customers.
Experience unparalleled satisfaction with our commitment to "Quality, Prestige, Service." We prioritize exceptional product quality, ensuring precision machining and flawless finishing for an outstanding user experience Our strong reputation is a key factor in choosing our brand, providing customers with reliable solutions to any challenges they may encounter.
In addition, there are three factors that form the foundation of the corporate culture
• “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
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan for the period of December 2021 to December 2022 is essential This plan should focus on identifying target audiences, utilizing digital marketing strategies, and creating engaging content to build brand awareness Additionally, leveraging social media platforms and influencer partnerships will enhance visibility and drive sales Monitoring performance metrics and adjusting strategies accordingly will ensure the campaign's success and maximize return on investment.
"Đoàn," which translates to "unite," reflects the essence of teamwork An old Vietnamese proverb states, "one tree can't be young, three trees together make a high mountain," highlighting the importance of collaboration The solidarity among all company members is crucial for achieving success.
HNK aims to boost brand awareness by increasing product visibility, targeting 20,000 media channel visits within three months This strategy leverages current capital and expertise to enhance consumer perception and strengthen brand value.
HNK aims to enhance brand value by becoming the go-to choice for stylish, personalized, high-quality, and affordable leather shoes among consumers The goal is to establish HNK as one of Vietnam's leading leather shoe manufacturers.
• Reaching a total revenue of about 50000 USD ~ 1.1 billion VND in the first 1 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
To effectively launch HNK's new Chelsea Boot, a comprehensive marketing plan is essential for the period from December 2021 to December 2022 This strategy should focus on identifying target audiences, utilizing digital marketing channels, and leveraging social media platforms to enhance brand visibility Additionally, incorporating influencer partnerships and engaging content will drive customer interest and boost sales Regular analysis of market trends and customer feedback will ensure the plan remains adaptable and effective throughout the campaign.
CHAPTER 2: SWOT & MACRO – ENVIROMENT ANALYSIS 2.1 SWOT OF COMPANY
The team is composed of young, dynamic, and enthusiastic individuals who are passionate about their work Their deep understanding of contemporary Vietnamese fashion allows them to introduce innovative trends that resonate with customer psychology.
HNK targets fashion-forward men in the emerging Vietnamese shoe market, offering innovative dressing solutions that enhance personal style By providing unique and creative footwear options, HNK stands out among local brands, fulfilling a niche that few others address.
The research team lacks extensive experience in understanding product demand, resulting in slow design changes that do not keep pace with the evolving preferences of young customers This demographic seeks footwear that reflects their desire for style, vibrant colors, and a youthful aesthetic.
• 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
• 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
Recently, there has been a growing trend among consumers to prefer "Vietnamese people use Vietnamese goods," as local products have significantly improved, demonstrating quality that rivals international brands.
• Many Vietnamese companies process and export the leather industry, but few brands focus on the domestic market