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

CAMPAIGN THEME:• Overcome the challenges and difficulties • Held an event to launch a new collection • The collection is a combination of ethnic motifs especially the Muong ethnic - Ha G

MARKETING Presentation

Overview company

Founded by Hoang Duong Campany in Czech Republic.

CANISHOP

Launched the first store in

Ha Noi.

CANI + FA(FAMILY)=CANIFA

Launched a new brand from 2 -

12 years old

CANIFA KIDS

Developed history:

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

POSITIONING

Winter

Summer

Seasonal

Male Female

Sex

Kids 18-45 years old

Short run: Dominating dosmetic market

Long run: Conquering international market TARGETING

differentiate

“ Fashion for all”

Slogan

B

D C A

Positioning

Woolen products

Leading company

National clothing brand

with good quality

More price more benefits

No scandal

• Sales promotion

Public relation

Brand association: “Kill two birds with one stone”

Increase brand awareness and reach to new

customers.

Youthful, dynamic, trendy brand

Direct marketing

• Personal selling

Vietnamese fashion brand

but international style

Take care of the customer’s life

Shopping psychology

Understand

Canifa’s Image

Situation analysis

Macro environment

Stable governmentPolitical

Sharply recoveredEconomic

Opportunities: Create confidence

and peace of mind for businesses

the fashion industry.

Great opportunity for

domestic industry.

Improved productivity

management

Convey information to customers

Higher quality, richer designs products

• Microenvironment:

Five Forces

Suppliers:

Strong

Competitors: Strong

Substitutes: Weak

New entrants:

Strong Buyers:

Moderate

Opportunities & Challenges

Opportunities: With the "Vietnamese

understanding", it is easy to produce

products that fit the consumer market

Let’s review some other challenges

- Not many loyal customers

- Not many specific activities aim at targeted customers

- Simple and easy - to - use.

MARKETING CAMPAIGN

CAMPAIGN THEME:

• Overcome the challenges and difficulties

• Held an event to launch a new collection

• The collection is a combination of ethnic motifs (especially the Muong ethnic - Ha Giang pattern) Focus on age from 18 - 30

• The event also reinforces the image that the company always looks forward to

 When using the motifs of the Muong people, Canifa also made a new move that is bringing the culture of ethnic minorities across the country, from which more pride in the cultural traditions of Vietnamese

New collection

“Minority touches majority”

One-layer wool – suitable for North and South weather

Pattern: Brocade motifs taken from Muong ethnic group – catch up global

trend , colorful, less boring.

Designer: Thuy Nguyen Material:

Campaign roadmap

Phase 1 – INSPIRING Phase 2 – ENGAGE

Share, post articles about the latest fashion trends today: fashion mix pattern.

- Highlight strong with images of fashionistas, influential celebrities

on social networking on these clothes.

Objective

Key Message

Tactic

Video Social Buzz, PR leverage

Celeb endorsement

“ Canifa Color Your Life ”

CAMP

Sales promotion

Camp Live report

FB live stream

Introducing the new collection – a combination of Muong ethnic fashion patterned with contemporary fashion

CANIFA with the new collection “Minority touches Majority” is a chance for people enjoy the beauty of national culture

Comment of the famous designer Minh Hanh about the ethnic design.

Introduce pictures of the

fashionista when wearing

clothes combined with the

texture

PHASE 1: INSIRE

Clothes combined with the pattern

Designer Minh Hạnh

“Là người Việt đầu tiên

 

Ý thức về văn hóa dân tộc, NTK Minh Hạnh đi sâu vào tìm hiểu thời

trang truyền thống, tìm hiểu chất liệu, kiểu họa tiết của các dân tộc

thiểu số rồi thiết kế sáng tạo màu sắc hoa văn táo bạo bằng cảm

quan hiện đại vào trong những bộ trang phục tơ tằm vốn là những

sản phẩm mĩ nghệ thủ công truyền thống lên một tầm cao mới Đây

không phải là sự kế thừa theo truyền thống đơn thuần mà bà có ý

thức "tương đối hóa" sự ảnh hưởng của thời trang Âu Mỹ ngày càng

tăng lên, nhận thức một lần nữa giá trị của văn hóa trang phục cũng

như tay nghề đặc sắc của người thợ Việt Nam để cho ra đời những

mẫu sáng tạo đa dạng và phong phú.”

She argues that every nation, every ethnic has its

own culture, which is reflected in the patterns they

create Italians are very proud of their stamp

designs and have put them in a lot of fashion, why

do not Vietnamese people put the national motifs

on their clothes?

PHASE 2: ENGAGE

• Location: Nguyen Hue Walking Street – Ho Chi Minh City – Vietnam

• Time: 9/9/2017 at 7pm

Brand ambassadors –

Quang Hùng & Quỳnh Châu

Some famous stylists and fashionistas

Tùng Dương Bích Phương Noo Phước Thịnh

Facebook Livestream

Likes, shares & hastag

#Canifa#newcollection

Discount 20%

 Motifs of ethnic Muong pattern become a trend in young Vietnamese.

 Attracting at least 1000 participants

 Increase brand awareness

 Expand market share

 Revenue from sales reaches

1 billion dong

Objectives

 20 media partner press agencies report about event.

 Create good impression

 Change customers’ old attitude

Evaluate: The amount of social interaction (share, hatag), the amount of article coverage of the event. Positive press coverage ,good feedback

The volume of orders in the premiere are large, reaching 60% of participants.

Conclusion

• In the winter 2017, Canifa collaborate with designer Thuy Nguyen to launch new

collection “Minority touches majority” with Muong patterned made from wool

• Canifa's investment in media for this new product line is the right move for the company on the road to achieving market dominance ,outstanding sales and reputation

• Promising to achieve the following goals:

 Changing customer perceptions about business products

 Change the need to buy Canifa products for customers

 Change the attitude of customers to products and businesses

• New campaign will take place between August 1 and September 20 with

estimated total is estimated in budget as well as the possible risks are

also anticipated

https ://www.canifa.com

Sources:

https://www.cafef.vn

https://www.dantri.com

Thanks!