(Tiểu luận) product positioning statement template

Products are designed in a trendy fashion This customer target will benefit from using this product because it helps them: [How will the customer will be able to achieve some value, eith

University of Economics and Finance Economics Department



FINAL REPORT

Subject: Product Management

Lecturer: Luu Thanh Thuy

Class: A05E

Tran Thi Que Chi Bui Thi My Vy

Le Thi Minh Thu Phan Thanh Kim Hue Nguyen Cat Tuong Loan Nguyen Hong Phuc Pham Tien Sy Nguyen Huynh Quang

HCMC, October 29 , 2020 th

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Diagrams and other descriptors

Section 3 The marketing evirionment for the product – 12

Section 5 Product lauches being planned or being carried out – 16

Section 6 Cross-functional dependencies or deliverables – 17 Section 7 Intergrated budgets for all programs – 17

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4

I OPPORTUNITY STATEMENT TEMPLATE

Name of this opportunity 2-in-1 Jacket

Idea type or category Fashion

Source of the idea Based on real experience of sunproof skirts and jakets Date of the original evaluation October 24 , 2020th

Product manager’s name Tran Ngoc Tuyet Ngan

Name of engineer Tuong Loan, My Vy, Kim Hue

Name of marketing manager Que Chi, Hong Phuc, Minh Thu

Name of other evaluator Tien Sy, Huynh Quang

Situation Summary: [What is the customer’s problem? Describe how this need was uncovered.]

- Customers need an item that protects them from the sun but is convenient, easy to carry and has an eye-catching design Therefore, we develop and improve this product based on sunscreen dresses available on the market to help users to easily avoid the harmful effects of sunlight

- We found that even though most of the sun protection clothing products available on the market today have good ability in sun protection, they are still quite cumbersome to carry and take up space when stored Products such as sunscreen skirts, sun protection suits must be brought separately and users have to carry, so it's quite inconvenient

Hence, a 2- -1 integrated sunscreen product was born to meet the needs of consumers in

For whom is this opportunity intended? [market segment or customer target type]

Most are women aged 15-30

How would this opportunity solve the customer’s problem?

With smart design, our "2- -1 jacket" can change style and use depending on each case inThe foldable suit can turns into a trendy jacket when the weather is cool, and it can also be opened up into a sun protection suit in the sun Consumers only need to bring one product that has two uses and two different ways of wearing, and also does not need to carry too many items with them

How is this opportunity aligned with the division or campany’s stategy?

Social Media Marketing

What characteristics of this market make it an attractive opportunity?

1 Consumers want products that help them protect against sun

2 Consumers want better designed sun-protective clothing

3 Consumers want sunscreen clothing more convenient.(in carrying, storing, )

4 The market currently has almost no product that meets the 3rd thing It only has separate sun-protective clothing

Who are the primary competitors?

Local brands with well-designed jackets (LYOS, HBS,…)

II PRODUCT POSITIONING STATEMENT TEMPLATE

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Date prepared October 24 , 2020 th

Life cycle phase Development

Product manager’s name Trần Ngọc Tuyết Ngân

Name of engineer Tường Loan, M Vy, Kim Hu ỹ ệ

Name of marketing manager Quế Chi, Hồng Phúc, Minh Thư

Name of other evaluator Tiến S , Hu nh Quang ỹ ỳ

Customer target or segment for which this product is designed:

The validated needs of this customer type include:

1 Convenience

2 Neatly

3 Fashion

The product meets the needs of this customer with the following features or attributes:

1 Combine two sunscreen products into one

2 Compact as only one jacket

3 Products are designed in a trendy fashion

This customer (target) will benefit from using this product because it helps them: [How will

the customer will be able to achieve some value, either in qualitative or quantitative terms?] Products that save them money, are convenient to carry, meet their fashion needs and protect their skin

The product is unique because of the following:

The product is unique because it’s two in one

The product compares favorably to competitive products because of the following:

- Products are leaner than products already on the market

- Products for the convenience of customers

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* Industry environment analysis:

-Before 2018, Jean clothing brands established in Vietnam were extremely scarce In recent years, especially in 2018, Local Brands have been massively launched in the Vietnamese market Teenegers love this fashion line up to 90% Currently, the gap between the Local Brand and the commercial fashion brands is narrowing Some famous names are mentioned such as: Dirty Coin, Hanoi Riot, All About Him, SSStutter, HBS, LYOS,

* Conpetitiors:

- LYOS:

Inspired by the mark of "infinity" that was rebuilt vertically with the desire to develop sustainably and always move forward, LYOS is a Local Brand formed with the purpose of joining hands to build the community of Streetwear Vietnam Male

LYOS's style is towards sophistication and a bit of Hi-end, a little bit of emphasis but not cumbersome and fussy Drawings that are a bit more liberal, not sacred to the realism are often appeared in LYOS products to satisfy the desire to give the product a bit of depth, as well as have valuable stories behind each design

- HBS:

From the name HBS a.k.a Hanoi Boyz Swagg, we can feel the boldness of Hanoi style in this Local Brand Established in 2012, HBS is a Hanoi Local Brand with many variations in products from darkwear style items to creative graphic tee

One of the most prominent items of HBS is the Coat Jacket “THERE IS A METHOD TO OUR MADNESS” This Local Brand Jacket is part of a collection combined with Vietnamese Street Style Group, which is highly appreciated by the fashion community for its ability to design and use ingenious materials.Item Coat Jacket is inspired by X- images Optical is unique in medicine

7

Name the competitor

and the products with

which you intend to,

or already compete

What is the source

of this competitor’s advantage?

What are their main weaknesses?

How do you capitalize on what you know and have researched to beat the competition using this investment?

LYOS

- LYOS's style is towards sophistication and a bit of Hi-end, a little bit of emphasis but not cumbersome and fussy

- There are valuable stories behind every design

- Not diverse in designs

- Lauching few products

- 2 in 1 product

- Both have fashion value and have sun protection effects

- Is a new product on the market

- With 1 money, customers will have more value compared to other brands HBS

- There are many variations in the product from darkwear-style items to creative graphics

Print quality is still quite low

Describe the market segments and customer types:

Demographics:

- Geography: Distribution of products for major urban areas of the country such as Da Nang, Nha Trang, Ho Chi Minh City, Hanoi

+ Fashion: Bring a creative dynamic style to teenagers

+ Sun protection: Better skin protection than conventional products

Description: The product is a combination of jacket and sunproof long skirt Create a 2- -in

1 product Inside the jacket has a zipper, which is connected to the other zipper on the side of the jacket to turn the sunscreen long skirt into a jacket

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• Diagrams and other descriptors : [If needed, add pictures, diagrams, or

reference models that will add clarity to the product description.]

Product information :

- Materials: Polyester , cotton Fabric

- There are 4 size : S, M, L, XL

- And 4 colors: Black, White, Pink Pastel , Blue Pastel

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Purpose To be fashionable in the sun

User problem The design may not afford to elder

User value Our product helps the customer to protect their skin from sun ray Not doing The product can not use as a raincoat or coat

Acceptance criteria Affordable price, unisex design, multiple size,

V BASE CASE FINANCIALS-BUSINESS AS USUAL (OR BASE CASE)

Use this fanancials profile to show how the business might perform if no investment is made

Current Year (CY)

Forecast Unit Volume 500 1500 1000 600 Unit Price 500.000 500.000 450.000 420.000 TOTAL REVENUE 250.000.000 750.000.000 450.000.000 252.000.000 Cost of Goods 117.500.000 337.500.000 225.000.000 141.000.000 Gross Profit 132.500.000 397.500.000 225.000.000 111.000.000

DIRECT EXPENSES

- Marketing 36.000.000/

6months 30.000.000

42.000.000/

6months 30.000.000

30.000.000/

6months 30.000.000

18.000.000/ 6months 30.000.000

12

Section 1 Excutive summary –

Marketing program summary:

- Design drawing board templates to test customers

- I send suggestions to my best friends to spread the word as possible

- We will run ads on facebook, integration, zalo to get interaction through social networking applications

- Build a simple promotional video, but impress customers

- Search for stores that buy and sell sun protection products to recommend this new product

- Offer coupons on the first purchase

Alignment:

- These investments are the basic steps that a business needs

- Plan to complement the product's development strategy

- For people to know about a new product will take a lot of time and my product itself also knows that I do not have customer confidence

- The first step: We can only do everything we can to make the product as known as possible and running the above ads is the most reasonable and effective thing

Assumptions and Risks:

- Spending a lot of money on running tvc

- Information is easily diluted and washed away if there is not enough money to run tvc

on the websites

Key Marketing Investments and Expected Returns:

Current year Expected returns Next year Expected Product

investments

127,500,000

VND

127,500,000 VND

150,000,000 VND

185,000,000 VND Promotional

65,000,000 VND

60,000,000 VND

Section 2 Strategic context –

The 2 in1 jacket will be released on November 11, 2020 as the first product of Herecome the sun Today, sunscreen is very popular and essential especially for women

The product will release the first 500 units on the market for testing with a total investment of 450,000,000 million VND and expect to recover capital within 3 months The product will be invested in running ads continuously through websites such as Facebook, instagram, zalo, 10% discount for the next order Rent kol to model the product In addition, products will be sold onlline through the store's own page, customers can freely choose their products without going to the store directly With these strategies we estimate that we will suffer

a loss in the first 3 months and will pay back in the 4th month

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Section 3 The marketing evirionment for the product –

* Industry environment analysis:

Before 2018, Jean clothing brands established in Vietnam were extremely scarce In recent years, especially in 2018, Local Brands have been massively launched in the Vietnamese market Teenegers love this fashion line up to 90% Currently, the gap between the Local Brand and the commercial fashion brands is narrowing Some famous names are mentioned such as: Dirty Coin, Hanoi Riot, All About Him, SSStutter, HBS, LYOS,

* Conpetitiors:

- LYOS:

Inspired by the mark of "infinity" that was rebuilt vertically with the desire to develop sustainably and always move forward, LYOS is a Local Brand formed with the purpose of joining hands to build the community of Streetwear Vietnam Male

LYOS's style is towards sophistication and a bit of Hi-end, a little bit of emphasis but not cumbersome and fussy Drawings that are a bit more liberal, not sacred to the realism are often appeared in LYOS products to satisfy the desire to give the product a bit of depth, as well as have valuable stories behind each design

- HBS:

From the name HBS a.k.a Hanoi Boyz Swagg, we can feel the boldness of Hanoi style in this Local Brand Established in 2012, HBS is a Hanoi Local Brand with many variations in products from darkwear style items to creative graphic tee

One of the most prominent items of HBS is the Coat Jacket “THERE IS A METHOD TO OUR MADNESS” This Local Brand Jacket is part of a collection combined with Vietnamese Street Style Group, which is highly appreciated by the fashion community for its ability to design and use ingenious materials.Item Coat Jacket is inspired by X- images Optical is unique in medicine

14

Name the competitor

and the products

with which you

intend to, or already

How do you capitalize on what you know and have researched to beat the competition using this investment?

LYOS

- LYOS's style is towards sophistication and a bit of Hi-end, a little bit of emphasis but not cumbersome and fussy

- There are valuable stories behind every design

- Not diverse in designs

- Lauching few products

- 2 in 1 product

- Both have fashion value and have sun protection effects

- Is a new product on the market

- With 1 money, customers will have more value compared to other brands

HBS

- There are many variations in the product from darkwear-style items to creative graphics

Print quality is still quite low

* Describe the market segments and customer types:

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- Product benefits:

+ Fashion: Bring a creative dynamic style to teenagers

+ Sun protection: Better skin protection than conventional products

The target customers

that the company is

targeting are female

between the ages of

15 and 30 years old

Women on the street often wear dresses or short skirts,… they need something more fashionable when they wear clothing that protect their skin and easy to take with them Besides that they also care about how they look, for that reason they need

a comfortable and stylish outfit

The product is added with a long sun-proof skirt to the lower inner part of the jacket to create 2 in 1 product In addition, the design is also eye-catching, attracting women

A product bring not only convenience but also fashion

Stable income A price worthy of the

quality

Affordable price Save money ( instead

of buying a jacket and

a sunproof long skirt , the customer just have

to buy 1 product)

The Value Proposition for the Product:

Here Comes The Sun

In today's market, it is very easy for us to find a kind of sunscreen long skirt and a fashionable jacket But it is impossible to find a product that contains both things in one, we are the pioneer in combining those two products together

The product is:

• Fashionable

• Easy to wear

• Easy to carry

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The Positioning Statement for the Product:

For people look for a combination of fashion and convenience, 2- -1 jacket is the fashionable inproduct with youthful style that give an outfit that can both shade the sun and is well-designed and convenient so they can go out comfortably with only our product We will bring out the

product that have never existed in the market, and that make us unique

Product Forecast:

Existing Product New Product or

Enhancement

Total Existing + New

jacket and sunproof

long skirt Create a

2-in-1 product.)

500.000 10% discount in

customer’s birthday month (50.000/product)

Goal of Campaign

Media Channel to

Be Used

Call to Action Budget

Campaign Metrics to

Creating a good relationship with customers

Social media (Facebook, Instagram)

The link in the introduction

of the page

Taking from capital

number of customers increased 40% compared

to 6 months since the product launch

2 Warranty

policy for

6 months

To gain customer trust while maintaining product quality