Tiểu Luận - Nguyên Lý Marketing - Đề Tài - Chiến Lược Marketing Canifa

MARKETING Presentation Content Overview Company Situation analysis 1 Marketing Campaign 2 Conclusion 3 4 Overview company Developed history: 1997 2001 2007 CANISHOP CANI + FA(FAMILY)=CANIFA CANIFA KIDS Founded by Launched the Launched a new Hoang Duong first store in brand from 2 - Campany in Czech Ha Noi 12 years old Republic Mission:  Bring domestic consumers diversified and high quality experiences, honor the Vietnamese fashion brand Vision:  Fast fashion but the quality is guaranteed, diversified in size Core value:  RESPECT, CREATE, PRIORITY, SHARE Company Scope • Domestic market: 68 stores across 24 provinces in VN • International market: German, England, American, Taiwan, Poland and Czech Republic Product portfolio Summer: Elastic, cool khaki products Winter: The product is made from wool, traditional yarn and warm cloth coat Kids: Product is made from wool, yarn, cotton for winter and summer Canifa’s STP SEGMENTATION TARGETING POSITIONING Segmentation Demographic Age: 2 – 40 Psychologic Middle, upper class Behavioral Comfortable, Fashionable, High quality Seasonal Sex Age Carrer Winter Male Kids Summer Female 18-45 years old Short run: Dominating dosmetic market TARGETING Long run: Conquering international market differentiate