marketing plan group members the old jeans

The name of the brand “THE OLD JEANS” is ordered by the material that we choose to custom, the target of our model bags is mainly have high luxury outlook which is followed the trend, an

THE OLD JEANS

Lecturer: Lai Vinh Phuc

GROUP MEMBERS:

1 Lê Hà Phương e BAACIU20043

2 Tran Ngoc Hoang Khanh e BAACIU20006

3 Quan Truong Hai Van e BAACIU20059

4 Trần Phan Kim Khánh e BAFNIU20333

6 Pham Hoang Phuong e BABAIU20482

7 Tran Thanh Ngoc Thiép e BABAWE20070

TABLE OF CONTENT

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| Introduction:

First, the basic information about jeans and our new shop will be introduced Jean was first invented by Levi, created by the canvas, but then Levi improved to denim, which has softer silk and durable as jeans, he dyed the silk into blue, used a rivet to permanent the bag on the pants, then named it “waist overall”, it is the Jean until now

Jean has become one of the most popular materials for teenagers and working girls because

of the quality, color, and high fashion Global denim jeans market size is over 70 billion dollars today, and it continues to grow with a compound annual growth rate (CAGR) of 2% However, the amount of old jeans that have been thrown away per year is very high, textile waste including denim accounts for nearly 5% of all landfill space, according to the Environmental Protection Agency (EPA) Understanding the convert and the fashion trend of denim, the project decided to recycle the old jean material to make new bags with the eye-catching model The name of the brand “THE OLD JEANS” is ordered by the material that we choose

to custom, the target of our model bags is mainly have high luxury outlook which is followed the trend, and recycled materials to help reduce the amount of waste of environment, we believe our brand will be popular and unique The bags made of jeans might not be strange for the fashion field anymore, but our brand will decide the “one of a kind” model that is suitable for school girls and working women

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About the Logo, the representative colors for the brand is blue and white, explaining:

- Blue: the color of jeans and the main color for our products

- White: represents the clean and pure, easy to C4 match with clothes

Š +

a 2021 The reason why we choose these colors: Two

¿ ky colors with a palette tone can help the customer

¬

SH es feel peaceful and easy to mix and match with

clothes That will be the strength of the brand, helping customers to buy the suitable bags This solution can increase the income of the brand

To the slogan “We care, we share” which is taken around the logo, that is the target of our shop The meaning of these words is to share the old material and recycle it to make new products and give fashionable bags for the customers This not only helps us reduce the amount of old material that is being unused to decrease the environmental damage, but also gives a new style in fashion trending As the slogan, we care about your clothes, your style and your concern about old clothes, we give you a solution

According to the BBC, globally, an estimated 92 million tonnes of textiles waste is created each year By 2030, more than 134 million tonnes of textiles are expected to be discarded

a year It is a noticeable issue to the environment because fast fashion’s biggest costs to the planet include chemicals from textile factories polluting rivers and oceans, rising the consumption of polyester that release nearly three times more C02 in its life cycle than cotton Already present in 60 per cent of clothing, polyester can take decades to degrade, as well as polluting marine environments with plastic microfibres So we want to contribute in reducing textile waste to make a positive impact on our planet Our major material for recycling is denim which we believe is an ideal fabric due to its sustainable,long lasting and durable traits

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Craft items made from old denims that have been shaped with a little creativity add instant flair and style for a low or nearly free cost Cutting the old jeans short and adding laces gives them a fresh look A great quilt is made by cutting the best bits of denims into squares and sewing them together Apart from that, our brand using denim materials ( old pair of jeans, denim jacket ) can be utilized to construct attractive purses, bags, totes bags and handmade products Following the circular economy’s principles, we put it as our origin purposes and also goals:

° Put an end to waste generation and pollution during the design stage

° Keep products and materials in use

e Restore and regenerate natural systems

The development of our brand is textile upcycling.Basically, upcycling creates something new and better from the old or used or disposed stuff Process of upcycling requires a combination of factors like environmental awareness, creativity, innovation and hard work and results in a unique sustainable and handmade product It aims at the development of products truly sustainable, affordable, innovative and creative

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Based on our observation, the demand for consumption items made from denim textiles in urban areas is likely higher than the ones in rural areas because of external factors such as environment, mainly daily activities and lifestyle Most city inhabitants are in favor of active, fashionable and durable stuff, while people living in outskirt areas do not focus much on those types of items but long lasting items with affordable and low price As a result our main areas for conducting and developing our business are central cities such as Ho Chi Minh city,

Ha Noi, Da Nang

ll Market Segment:

1 Market segmentation:

‘The Old Jean’ also has market segmentation in order to divide customers and audiences into groups based on shared criteria like demographics, interests, needs, or location We choose four bases of market segmentation including demographic segmentation, psychographic segmentation, behavioral segmentation, and geographic segmentation

At first, demographic segmentation involves female people who are over 15 years old from middle income to high income They can be middle school girls or college girls The reason for this choice is that people in these circumstances tend to pay attention to our brand and products Moreover, the price of a product ranges from 200.000 to 500.000VND The next is psychographic segmentation It involves people who enjoy protecting the environment and having a zero- waste lifestyle which the brand is aiming for Besides, people who are fans of jeans also are a good solution because the main material of the bag

is jeans

Behavioral segmentation involves people who like second-hand products because our bags are recycled from second-hand Besides, it is suitable for people who prefer collecting unique things as well as follow KOL’ s introduction which is included in our marketing strategy Finally, geographic segmentation focuses on urban areas where population density is high Because the higher the population density, the more likely we are to receive orders Besides, this place will help us reach a lot of potential customers and find the source of goods easier, the transportation is also more convenient

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2 Target customer:

According to Granzin and Olsen, educational levels and environmental concerns have a positive relationship Compared to other groups of age, the group from 18 - 35 years old has higher educational levels, has more qualified jobs and earns higher income Additionally, people who live near or in the urban areas tend to act more pro-environmental behavior and

be more concerned with green issues than other areas Therefore, The Old Jeans’s main target customer is people from 18 to 35 years old in the urban areas

“If you’re marketing a new green product, go for the middle-class segment first,” advice from Hean Tat Keh Our products’ prices range from 200.000 to approximately 500.000VND, which are affordable for middle-class individuals, so we focus on these customers who have eco- friendly lifestyles in society The gender varies from men and women because our design of products are suitable for anyone who loves unique bags We segment our product line by women (60%) and men (40%)

3 Positioning map:

Differentiation:

Unlike our competitors, we not only use jeans but also use other recycling fabrics to make our products more colorful and special Moreover, customers also have a chance to make their own bags from the available materials at our workshop We will guide our customers step by step to create their own unique bags We promise a wonderful experience at our place

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Positioning map:

QUALITY

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KIM NGAN

HAI ‘

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We’ve searched in the market and found out there are 4 competitors that also do business

in our field That is Meo Tom handmade, Hai Duong and Kim Ngan The products’ quality between their brands and ours are not too different We all use second-hand jeans from donations and second hand markets The difference is that we use our own way to clean and renew the jeans, which leads to the difference between our prices Meo tom handmade stands the lowest position in the price map (from 100.000 - 400.000VND) whereas Hai Duong and us share the same price, from about (200.000 - 500.000VND)} The top’s price brand comes from Kim Ngan, which cost from 150.000 to 650.000VND

Ill Internal Analysis:

1 Strength:

- Customization: We allow customers to design their future product with various patches Customer's satisfaction is our first and foremost priority, this product will

be tailored to customer's specific needs, requirements and desires, and customer- friendly Flexibility allows customers to combine multiple options to create the final product

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Source of cheap materials: Our business searches and collects materials manufactured of jeans from factories with defective jeans, secondhand goods, sale returns, old clothing establishments that are out of the trend, and other sources of low-cost raw materials These materials must be burnt in order to open up space and pick up more stuff Because burning has such a negative influence on the environment and causes many serious wastes, our business looked for signs to apply

or purchase back in order to protect long-term development of society

Unique material: Each pair of jeans has a unique line pattern, which is also long- lasting Especially, the bags will be sublimation printed when ordered, resulting in a one-of-a-kind design that is perfect for each personal taste Furthermore, jeans are usually a sturdy and fashionable fabric with a particular aesthetic Jeans' durability is fairly strong compared to other textiles even though it was used before Particularly, the jeans bags aid in the reduction of counterfeit items and sale inventories due to the production in certain quantities

Advertisement: Instead of spending a lot of money on various marketing campaigns, our firms will spend less money on marketing KOLs who are relevant to our message and deliver immediate results Taking advantage of the rising "Green living" trend, our company promotes our projects with influencer (Chau Bui) to help push the trend forward Promotions for those who buy on our platforms or use a specific product can also encourage and attract people to try new and interesting habits

2 Weakness:

Limited product portfolio: Our product line significantly concentrate on bag, consisting of tote bag, Baguette Bag, and Haversack, which is limited in the apparels and fashion segment , while many other companies had broaden their product line

to Home décor and furniture, Beauty products & Accessories and other segments, which reduce competitive advantage compared to other rivals

Financial position: To run our business, we need a huge amount of initial capital to keep our website up to date and promote it, as well as invest in modern technologies

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to develop a smooth system, which reduces the inefficiencies in working As a result, the production flow is still slow, and the number of products produced per day is not stable enough in order to meet market demands on time Moreover, finding enough investors interested in participating in The Old Jeans is hard in the new market Therefore, lack of capital might make it difficult to take advantage of new opportunities, as well as acquire inventory and pay our employees

- Poor penetration in all-aged segment: In comparison to competitors like Levis, etc The Old Jeans has a very minimal presence for people under 18 or above 35 who are finding difficulty in searching products online due to not opening direct stores, resulting in difficulty in approaching customer’s behavior, which is a market that shows a lot of promise

- Skilled Labor Force: The Old Jeans needed a qualified workforce to help the company come up witha variety of ideas and methods, skilled in apparel design, management, and have a common goal for long term growth

3 Opportunity:

- Green lifestyle trending: Within those undeniable impacts of environmental issues on our life, people tend to care much about the environment and pursue a green lifestyle Especially, the new generation-gen Z is often more socially aware of what they consume, and because of that; they are willing to buy our eco-friendly products Moreover, our products are all affordable, customers can also have their own style bags when buying at our Old Jeans brands

- Online shopping trending: Many ecommerce platforms like Tiki, Shopee, Lazada, etc are crowded with a million access per day In this day and age, people would prefer the convenience of staying at home and with just one click, they could buy any products they want As a result, the demand for shopping online has been increasing significantly

- Digital media marketing: With the new rise of the 4.0 era industry, consumers can easily check out for the products they favor with just one look wandering around

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