brand audit analysis of vietnamese local brand grimm dc

After more than eight years of operation in the Vietnamese local brand market, Grimm DC has gradually proven its position in the eyes of customers.. Brand Portfolio Grimm DC launched 3 m

BRAND AUDIT ANALYSIS OF

Class: MC1606 Subject: BRA301 (Brand Management) Group Members:

1 Hoàng Anh Thư (SS150411)

2 Nguyễn Th Thiên Ân (SS150253) ị

3 Nguyễn Phúc Lâm (SS150642)

4 Ngô Thanh Thuận (SS150045)

5 Huỳnh Y Bình (CS150694)

2 Brand Resonance Pyramid

IV KEY CHALLENGES

V RECOMMENDATIONS

VI BIBLIOGRAPHY

VII APPENDICES

I BACKGROUND

Young people recognize the Grimm DC brand as a Vietnamese streetwear apparel label Grimm DC's fashion products are all designed in a youthful, lively, yet equally strong and fashionable manner The brand has increasingly established itself among other "heavy" competitors such

as Dirty Coin, BoBui SaiGon, Levents, and others, mostly through unique designs that clearly portray the "characteristics" of the Vietnamese population Our team performed simultaneous surveys and interviews, as well as researching and looking up material on the Internet, in order

to analyze and evaluate the brand in the most detailed and intuitive manner possible We have

a more comprehensive understanding of how brands are perceived in the Vietnamese local brand market segment thanks to the findings of surveys and interviews with consumers and companies

1 Brand History

Mr Phan Thanh Duy founded the Grimm DC brand in 2016, with headquarters in Ho Chi Minh City and branches in Hanoi, Lao Cai, Binh Duong, and Can Tho Mr Phan Thanh Duy claims that he has been aiming to establish and develop the brand since 2015, but he still faced numerous challenges throughout the ideation and branding stages at the time And it was not until 2016, when things started to settle down, that he began to build a brand and branded it

"Grimm DC."

He claims that the term "Grimm DC" comes from his love of fashion and that he prefers a simple yet dynamic style Despite the fact that he has never attended a design school, he feels that with his passion and excitement for fashion, he will be able to achieve his goal Furthermore, he stated that the motivation for founding Grimm DC stems from outsiders' biases and ideas about Vietnamese customs and people Due to foreigners, he claims that foreigners have a poor and inaccurate perception of Vietnam He wants his brainchild, Grimm DC, to disseminate and promote the Vietnamese spirit and image through the product So that people have a clear and true impression of Vietnam, items and designs with bold Vietnamese features are needed

Grimm DC's first product was a basic and well-decorated cap made of magnets in various forms that could be magnetized to the hat according to the customer's preferences However, in the Vietnamese market, this product did not make much of a splash The brand didn't truly take off until February 14, 2019, when it released the "Don Giovanni" collection, which was inspired

by the aroma of roses According to the founder, on the day of the new product's introduction, more than 200 clients joined and purchased the product, exceeding the company's revenue goals

It is thanks to the success of "Don Giovanni", Mr Phan Thanh Duy and his associates are determined to the end and set clear and specific goals: "Create the best products that Vietnamese people can do, for Vietnamese people to use and proudly tell about them.= Since the founding of the brand, it has continued to do so now and will continue to do so in the future After more than eight years of operation in the Vietnamese local brand market, Grimm DC has gradually proven its position in the eyes of customers And now, in 2022, the company will continue to focus on enhancing the value and quality of its products and launching impressive and innovative collections

2 Brand Portfolio

Grimm DC launched 3 main product lines: Grimm DC, Fifty Percent, and Crep Protect Grimm

DC is a line focused primarily on men, and Fifty Percent is a line for women In addition, Grimm DC also imported Crep Protect, a product used to clean shoes But the main product line that the company focuses mainly on is Grimm DC

Each product line will include separate collections Each different collection will include products such as t-shirts, shirts, long sleeved, hoodies, sweaters, trousers, cardigans The common point of these product lines is that they all have a youthful, strong but no less trendy style With each product sent to consumers, the company integrates and conveys the story behind and the product line emotions into those designs

In addition, Grimm DC also launched accessories to accompany the collections such as tote bags, crossbody bags, cap, beanie and socks

Grimm DC Brand Portfolio

II BRAND INVENTORY

Grimm DC's success as a seven-year journey contributing to Vietnamese pride can be attributed

to a variety of factors

Grimm DC's products not only have a new look, but they also reflect human values Furthermore, Grimm DC's marketing strategy contributes to the creation of a distinct brand mark The branding inventory below delves deeper into these elements

1 Brand Elements

Grimm DC's most identifiable branding elements are the name "GRIMM DC" and the logo, which consists of three interlocking infinity circles with the outer circle - symbolizing imagination and limitless creativity These factors were established in 2015 and have remained constant over the last seven years This simplicity, but novelty, has helped to raise brand awareness

2 Product

Beginning with a small shop with no facade or reputation, Grimm DC's pioneering product is

a charmed Snapback hat, which allows young people to completely transform and express themselves while remaining in quantity Moreover, the brand's products are always of high quality and long-lasting due to the 5-step process: cut - print - sew - check in stock - before delivery If one product fails, the brand will immediately remove and repair it

Another advantage is that the products are meticulously designed in every detail, from needle stitches, textures to fabric materials such as sweat absorbent, deodorizing, and anti-UV Likewise, each product has a size, color, and description to assist customers in clearly understanding information and selecting the appropriate outfit or accessories for themselves Grimm DC is more than just a fashion brand, each product contains stories about Vietnam, including the honor of being Vietnamese As a result, while most other local brands choose designs with a "West" influence, Grimm DC draws inspiration from national culture and history

3 Pricing

Grimm DC's products range in price from 350,000 to 500,000 VND on average, depending on the quality, product line, and collection In fact, the price of Grimm DC is quite high when compared to many other brands, but this is completely acceptable due to its exceptionally high quality Every detail, from the fabric material, the design to the core value, is carefully invested with the desire to reach the user at the highest level

4 Distribution

Currently, the brand distributes through two main forms: online distribution channels and direct distribution through official stores Grimm DC conducts online sales taking advantage of two social networking platforms, Facebook (359k followers) and Instagram (following numbers up

to quite 156k followers) Under the influence of the Covid-19 epidemic, the brand also took advantage of Shopee (24,2k followers) to distribute goods more easily Beside that, the brand also owns a sales website with the official link grimmdc.com At the instant, the website only supports domestic delivery and doesn't have a distant delivery policy Grimm DC's official showroom has the brand's trendy and genuine personality Currently located at 13c/9 Ky Dong, District 3

5 Communications

Is a brand that from the start has always affirmed the brand image around "We create the simplest products, for Vietnameses, by Vietnameses" The brand's media posts always share stories revolving around positive messages and articles associated with Vietnamese cultural traditions Creating a particular character belongs only to Grimm DC That's why Grimm DC chooses a unique direction, not collaborating with influencers to push its image, but only sharing stories that hit the insight that customers want to grasp This builds connections with young customers who have many confidants and creates strong associations in their mind

a Advertising

Like other local brands, Grimm DC's advertising expenditure is especially focused on the team building content and marketing on social networks like Facebook or Instagram The advertisements are mainly images and videos that concentrate on expressing the brand's personality, and therefore the articles are associated with Vietnamese cultural traditions

b Contest and Music

Grimm DC is a sponsor of a street fashion contest: #PhotoAttack2Onfeetbattle is a photo contest organized by JVC Jordan Vietnam CLUB With the arrival of #IronFlame socks Grimm DC sponsors to form as many synergies, originality and creativity as possible to make beautiful, real photos Each photo may be a unique style within which Grimm can see the brothers' intense passion for shoes, feel each story he wants to inform, his desire to prove himself And this is often to push the brand to the road fashion community of Vietnam and support the road fashion community to possess more opportunities to develop Grimm DC sponsors music products for teens to extend accessibility more effectively to customers In 2018, Grimm DC sponsored a rap product called "Drop by" and it absolutely was a huge success with over 74 million views on Youtube and was a hit during that time

6 Brand Positioning

Brand Mantra

<We create the best products, for Vietnameses, by Vietnameses=

Points-of-Parity Points-of-Difference

● A local fashion brand

● Target on young customers

● Made in Vietnam

● Direct distribution

● Telling a different perspective,

● Products always come with a story about traditional Vietnam

● Innovative and unique collections

● Impressive stories about brand name and logo

III BRAND EXPLORATORY

1 Consumer Knowledge

Grimm DC has succeeded in building a close and friendly brand image with Vietnamese customers, always listening to the feelings and thoughts of customers along with youthfulness and strength Based on the survey, the positive associations from customers about this brand are: Youthful,Active,Modern,Energetic In addition, the statistics show that customers also have negative associations about the brand because the awareness is not high and it is not reliable

Grimm DC Mental Map

2 Brand Resonance Pyramid

The image of the Grimm DC brand resonance pyramid model shows that the brand is quite strong on the left and right sides of the pyramid The emotions and functions that Grimm DC wants to bring back to customers are in proportion to the customer's image and perception of the brand Looking from the bottom of the tower to the top, Grimm DC brand has not much popularity and brand positioning is not high, but they still have a certain satisfaction and preference from customers who already know or have shopping experience at Grimm DC brand, through survey, interview and find out Grimm DC has a fairly high level of customer loyalty Although the brand was not successful in making consumers recognize the brand quickly, and the communication campaign was limited, the products and services helped Grimm DC retain customers

Grimm DC Brand Resonance Pyramid

IV KEY CHALLENGES

1 Media Campaign

• Communication campaign for new products => coverage in the local brand market

• Brand coverage is not high => Lack of potential customers

• Interaction with customers is not high on communication platforms

• Retain loyal customers, have products (take care of customer comments + post fanpage content + have product promotions)

• Not able to attract new customers (based on surveys (many people do not know the brand, have not had the opportunity to experience/buy products, customers have not recognized the brand, affected by media scandals) (Youtuber Vo) Ha Linh)

2 There are many competitors in the market

➢ Competition on models:

• Similar products, no features yet

• Competitive price and service: 350-500,000 per product

➢ Advantages:

• Grimm DC has a story behind every design product, listens to customers' suggestions and needs, often launches creative products, invests in images + product quality (fabric, prints, sunscreen) )

• Enthusiastic advice, quick customer response

• Competitive price, stable in the market

➢ Disadvantages:

• No customer has seen the reason why they should choose Grimm DC's products, customers find out for themselves, but the company does not communicate to customers

• lost interaction with customers when launching new products

• The new product has not yet made an impression on customers

V RECOMMENDATIONS

1 Make a specific plan for the media campaign

Grimm DC should have specific communication strategies in order to attract customers before launching a new collection The firm can accomplish this in a variety of ways, including: Build communication events and campaigns at places with a large concentration of young people, such as weekend fairs, The New Playground, and also make an official announcement about the product's opening date on online communication channels such as Facebook, Instagram, and Tik Tok

Invest in product content to attract customers who are more interested in the product (content and image design of content posts suitable for young people, catching up with current trends) Collaborate with celebrities and key opinion leaders (KOLs) to promote new product campaigns and invite reviewers/youtubers to give product feedback on social media channels (Youtube, Tiktok, Instagram, Facebook)

2 Increasing brand coverage in the Vietnamese local brand market

Through the results of the survey, we found that at present, the Grimm DC brand has not been widely covered by the brand Many potential customers still do not know this brand, which means they have not been able to reach the set of potential customers The firm can accomplish this in a variety of ways, including:

Develop and take advantage of minigames, giveaways, and livestreams to increase interaction and attract more customers

Sponsor products for celebrities, KOLs, streamers to wear in events, live streams, at the same time, these people will post on social networks to advertise the product

Collaborating with celebrities, KOLs, streamers to promote between the brand and that individual, created limited fashion collections, and receive product pre-orders => stimulate customer interest and attract fans

3 Increase interaction with customers on media platforms:

We discovered that the company does not have a high quantity of contact on social networks, mainly interactions from former customers, but not many new customers approach the brand, based on the number of likes, shares, comments on articles, and surveys

➢ Retaining loyal customers:

• There are promotions, special incentives for loyal customers; purchase of the target quantity; and inviting new customers to the brand

• Organize events, preferential programs for customers on birthdays, company events, major holidays, proactively send email notifications when launching new products

➢ Attract new customers:

• Create minigame programs, giveaway new products to customers who have not had the opportunity to experience them Through the form of sharing articles, commenting, and tagging friends to increase their chances of winning, the winning customer will receive the product and then review it and provide feedback on the social media platform using the brand's hashtag

BIBLIOGRAPHY

By admin, P (2020, December 15) Mẫu Bảng hỏi khảo sát về Thương Hiệu - brand tracking survey Của McDonald's Retrieved June 20, 2022, from https://dtmconsulting.vn/brand-tracking-survey-cua-mcdonalds/

Local brands là GÌ? Grimm DC LÀ AI? Grimm DC CÓ Phải là một local brand thời trang? (n.d.) Retrieved June 20, 2022, from https://grimmdc.com/blogs/news/local-brands-la-gi-grimm-dc-la-ai-grimm-dc-co-phai-la-mot-local-bra

JSC, H (2021, March 09) Grimm DC - Tham vọng trở thành niềm tự hào dân tộc Retrieved June 20, 2022, from https://smartfashion.ai/vi/thuong-hieu-grimm-dc.html

Giới Thiệu (n.d.) Retrieved June 20, 2022, from https://www.grimmdc.com/pages/about-us

Fifty% (n.d.) Retrieved June 20, 2022, from https://www.facebook.com/fiftypercent.ts/

Grimm DC việt nam (n.d.) Retrieved June 20, 2022, from

APPENDIX A

Grimm DC's Brand Awareness Survey Responses

Surveyor and Data Analyst: Hoàng Anh Thư

Nguyễn Th Thiên Ân ị

Nguyễn Phúc Lâm Section 1 General Information

We surveyed 50 people between the ages of 16 and 28 to assess brand awareness and their consumer behavior towards the local fashion brand Grimm DC

Age:

Gender:

Occupation:

Income:

Section 2 Detail Information

1 Purchase Frequency

2 Brand Salience

3 Brand Performance