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

THE FINANCIAL UNIVERSITY OF FINANCE - MARKETING Class: CLC_20DMA09 CREATING A MARKETING PLAN FOR HNK’S NEW PRODUCT – CHELSEA BOOT IN THE PERIOD 12/2021 – 12/2022 Majors: MARKETING Specialized: MARKETING MANAGEMENT Ho Chi Minh city, 2021 THE FINANCIAL UNIVERSITY OF FINANCE - MARKETING Class: CLC_20DMA09 CREATING A MARKETING PLAN FOR HNK’S NEW PRODUCT – CHELSEA BOOT IN THE PERIOD 12/2021 – 12/2022 Majors: MARKETING Specialized: MARKETING MANAGEMENT Instructors: Master Đặng Huỳnh Phương Student Implementation: Name Student code Trương Quốc King 2021008461 Nguyễn Hoài Nam 2021008483 Trần Hữu Huy 2021007644 Huỳnh Trọng Nghĩa 2021009395 Nguyễn Phúc Bảo Khang 2021007850 Ho Chi Minh city, 2021 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 TEACHER’S COMMENTS Student Implementation: Name Student code Trương Quốc King 2021008461 Nguyễn Hoài Nam 2021008483 Trần Hữu Huy 2021007644 Huỳnh Trọng Nghĩa 2021009395 Nguyễn Phúc Bảo Khang 2021007850 (This part is for teachers to directly guide and comment on students) Score in numbers Teacher signature (Score in numbers) (Teacher signature) MAJORS MARKETING MASTER ĐẶNG HUỲNH PHƯƠNG CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 EXECUTIVE SUMMARY CHAPTER 1: HNK COMPANY OVER VIEW 1.1 1.1.1 1.1.2 1.1.3 1.1.4 1.2 1.2.1 1.2.2 1.2.3 INTRODUCTION Vision Core values Mission Business philosophy STRATEGIC OBJECTIVES Marketing Objectives Brand Objectives Financial Objectives CHAPTER 2: SWOT & MACRO – ENVIROMENT ANALYSIS 2.1 SWOT OF COMPANY 2.2 THE SITUATION OF LEATHER SHOES MARKET IN VIETNAM 2.2.1 2.2.2 2.2.3 Size and growth rate of Vietnam's leather shoes market Trends of Vietnam's leather shoes market Competition in the Vietnamese leather shoes market 2.3 SWOT OF PRODUCT 2.4 COMPETITORS .10 2.4.1 2.4.2 Direct competitors 10 Indirect competitors 10 CHAPTER 3: STP STRATERGY 11 3.1 SEGMENTATION 11 3.2 TARGETING 12 3.3 POSITIONING 12 CHAPTER 4: MARKETING MIX STRATEGIES 14 4.1 PRODUCT STRATERGY 14 4.1.1 Product mix 14 4.1.2 Product Value 15 4.1.3 Packaging 15 4.1.4 Style and Design 15 4.1.5 Product support service 16 4.2 PRICE STRATEGY 16 4.2.1 Valuation target 16 4.2.2 Pricing strategy 17 4.3 DISTRIBUTION STRATEGY 18 4.3.1 Distribution chanel 18 4.3.2 Distribution channel management 19 4.4 MARKETING COMMUNICATION STRATEGY 19 4.4.1 Advertising: Online advertising only 19 4.4.2 Public relation (PR) 20 4.4.3 Promotion 20 CHAPTER 5: ACTION PLAN 21 CHAPTER 6: FINANCE 22 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CONCLUSION 24 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 EXECUTIVE SUMMARY HNK is a start-up company from 2021 specializing in the production of Europeanstyle leather shoes with the leading product of chelsea booths and its variations Our brand name is HNK which is inspired by our shareholders in order to partly appreciate the enthusiastic contribution from the company's shareholders (K: Khang, King – H: Huy – N: Nam, Nghia) Today, there are really few communities for Vietnamese men to express their individuality With the current trend of globalization, when cultures are imported from abroad, "beauty" is no longer only for women, men also have needs in this regard Understanding that, HNK was established to bring classic European-style thick leather shoes, creating a playground for Vietnamese men who are passionate about classic style Therefore, the topic “Creating a marketing plan for HNK's new product, Chelsea boot for the period 12/21 - 12/2022" will be discussed The structure of the thesis consists of main chapters: Chapter 1: HNK Company Overview Chapter 2: SWOT & Macro Analysis - Environment Analysis Chapter 3: STP Strategy Chapter 4: Marketing - mix Strategies Chapter 5: Action plan Chapter 6: Financial CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 4.3.2 Distribution channel management For an enterprise, the consumption of goods is always an important issue, deciding the existence and development of the business In order to manage the distribution channels of enterprises effectively, HNK must be knowledgeable about products, target markets as well as distribution channels and grasp market changes Here are some ways to manage distribution channels for HNK: According to the traditional distribution channel • Evaluating business activities: HNK needs to regularly evaluate employees and make detailed reports to be able to understand the development and development of the business • Careful in recruiting and using people: HNK will focus on getting to know its employees and from there find out the company's strengths and weaknesses to put in the search for employees for HNK According to the modern distribution channel • Applying technology to distribution channel management: The application of software can help HNK overall manage all business activities of the company, from employee monitoring, customer’s oreder management • Process orders carefully and quickly for customers buying online: Customers today tend to make purchasing decisions quite quickly Therefore, HNK will always try to process quickly: confirm with the customer, package, send to the shipping unit These should be completed within 24 hours of receiving a new order 4.4 MARKETING COMMUNICATION STRATEGY 4.4.1 Advertising: Online advertising only Use ads on Facebook and Instagram • Use ads on facebook and instagram to let users know the brand name more • Use facebook and instagram as a conversion channel: increase click-through rate on fanpage and website Channel Facebook Format Time (week) Quanity Unit Post: Video Ads - Create a short TVC to reach consumers Post Post: Link Click Ads - Use to bring users to the Website 20000 Click 20000 Click Story: Link Click Ads - To bring users Instagram to the Website 19 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 Using Tik Tok ads: Using TVC on products to increase brand awareness Time (month) Quanity Unit Note 1 Video Reach at least 50,000 views 4.4.2 Public relation (PR) Influencer • Contact two Influencers who pursue the classic style to collaborate on reviewing and promoting products • Use facebook and instagram as a conversion channel: increase click through rate on fanpage and website Create a Youtube chanel • Create videos to introduce products • Educating consumers on how to coordinate and preserve products Create a Facebook group • Create a community where vintage people can socialize • Support, interact with consumers about their feelings in the process of using the product 4.4.3 Promotion During the period: 5/2022-7/2022 • Promotion form: Every week Give away for the luckiest customers, when participating in the following steps: Subscribe to youtube channel and comment on Youtube After customers receive the gift about months, invite them to share their experiences when using the product • Purpose: To increase the consumer experience on HNK shoes Increase brand awareness • Quanity: 15 product During the period 7/2022-9/2022 • Promotion form: Organize a contest about matching on shoes of HNK HNK will be partnering with two influencers who have an understanding of the classic style and are following the trend • Purpose: Create a playground for consumers, so that they know HNK as a community rather than a relationship between a seller and a buyer • Quanity: o First prize: 10 million cash pair of shoes of HNK year shoe cleaning service o Second prize: pair of shoes from HNK year shoe cleaning service o Third prize: year shoe cleaning service 20 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CHAPTER 5: ACTION PLAN 12 2021 Category Time Create Fanpage Facebook, Instagram & Website 1/12/2021 Post in Facebook, Instagram & Website 1/12/2021 Run Ads in Facebook & Instagram 1/12/2021 Cooperate with Influencers 18-25/01/2022 and 21-28/11/2022 Create TVC 1/1/2022 Create Tik Tok chanel 1/2/2022 Run Ads Tik Tok about TVC 1/2/2022 Run Ads Facebook & Instagram about TVC First week in months Create Youtube Chanel 1/3/2022 Create Facebook Group and Invite every one to join 1/4 Run Give away Promotion 1/5/2022 Competition announcement 1/7/2022 Run Competition 1/8/2022 Awards 1/9/2022 21 4 2022 10 11 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CHAPTER 6: FINANCE Break-even analysis • Number of products sold by quarter to break even: 94 products • Quarterly breakeven revenue: 93,750,000 (VND) Assumptions: • Average revenue per product: 997,000 (VND) ~ 1,000,000 (VND) • Average variable cost per unit: 200,000 (VND) • Estimated quarterly fixed costs: 75,000,000 (VND) Sale Forecast Dự báo doanh số bán hàng Time 1st quarter (12 - - 2) 2nd quarter ( – - 5) 3rd quarter (6 - - 8) 4th quarter (9 - 10 - 11) Sales (products) 80 110 130 180 Revenue (VND) 80,000,000 110,000,000 130,000,000 180,000,000 Cost (VND) 64,000,000 88,000,000 104,000,000 144,000,000 As expected, sales from December 2021 to December 2022 are 500 products with total expected revenue of 500,000,000 (VND) and total cost is expected to be 400,000,000 (VND), so the expected profit in year is: 500,000,000 - 400,000,000 = 100,000,000 (VND) Cost Forecast Format Process Quanity Unit Unit price (VND) Cost (VND0 Note TVC Create TVC PER 2,000,000 2,000,000 DIY Per Creation fee: 1,400,000 Maintaining fee: 450,000 * 12 6,800,000 Easy to use and beautiful Website Create website Total fee of TVC and Website MEDIA Post: Video Ads – Use TVC to 8,800,000 Post 22 5,000,000/ post 20,000,000 In one quarter CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 reach customer on Facebook Post: Link Click Ads - Used to bring users to the Website from Facebook 20000 click 700/ click 14,000,000 First week in every quarter Story: Link Click Ads - Used to bring users to the Website from Instagram 20000 click 500/ click 10,000,000 First week in every quarter Using TVC on products to increase brand awareness from Tik Tok 50,000 View 230,000/ thousand view 11,500,000 Total fee of Media Promotion 55,500,000 Give away 15 Product 800,000/ product 12,000,000 Organize a contest Prize Cash: 10,000,000 Product: 11,600,000 Total fee of Promotion PR Contact with Influencers 23,600,000 People 5,000,000 30,000,000 Total fee of PR 30,000,000 Total fee 117,900,000 23 Young people and often review leather shoes CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CONCLUSION The above pricing strategies, product strategies, distribution strategies as well as communication plans are analyzed based on the company's strengths, weaknesses, and challenges as well as that of the product With the desire to build for Vietnamese men a place to exchange and learn about classic style, HNK builds an image in consumers' minds as a friend who brings the best to consumers "Thousands of beginnings are difficult", so the start of HNK will face many difficulties in the initial steps of building its business It is extremely important to closely monitor communication and promotion activities and train dynamic staff to easily reach consumers In the following years, HNK will continue to deploy many other communication activities as well as invest more in production activities “A good marketing strategy must first have a good product” - Donald Trump, so HNK will try to invest in the production of products in the future In order to launch a new product effectively and accepted by consumers, it is required that HNK understand the market and be agile in recognizing and catching market trends If the above criteria are well implemented, perhaps HNK will achieve its vision in the future to become the number one leather shoe brand in Vietnam, as well as not only develop strongly in the country but also strengthen the association international import 24 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 REFERENCES Chapter 2: • Bộ Cơng Thương Việt Nam (2021) Sản phẩm giày dép Việt Nam tăng sức cạnh tranh nhờ ứng dụng công nghệ 4.0 Truy cập ngày 31/10/2021 tại: https://moit.gov.vn/tin-tuc/phat-trien-cong-nghiep/san-pham-giay-dep-cua-vietnam-tang-suc-canh-tranh-nho-ung-d.html 25 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022 CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022CREATING.a.MARKETING.PLAN.FOR.HNK’S.NEW.PRODUCT.–.CHELSEA.BOOT.IN.THE.PERIOD.122021.–.122022