Marketing priniciples topic strategic marketing analysis of vascara

Nguồn tham khảo:...Introduction: Founded in 2007 Global Fashion Company Limited GF, owner of the Vascara brand of women's shoes and handbags.. Known as the first women's fashion brand t

VIET NAM MINISTRY OF FINANCIAL UNIVERSITY OF FINANCE -MARKETING

FACULTY OF MARKETING

oOo

MARKETING PRINICIPLES

TOPIC: STRATEGIC MARKETING ANALYSIS OF

VASCARA

COURSE CODE: 2331910003002

LECTURER: Mr Diep Long Phu

MEMBERS

1 Nguyễn Cao Gia Thịnh

2 Nguyễn Thị Xuân Phương

3 Cao Thị Quỳnh Ngân

4 Nguyễn Hoàng Minh Ngọc

5 Trần Vương Mỹ Duyên

6 Dương Nhã Quyên

CLASS: IP_22DKQ02

Mục lục

Introduction:

Leaders: 3

Background and motivaton: 3

Core values: 3

Mission: 4

DEVELOPMENT STAGES 4

1 5C 4

1.1 Company 4

1.2 Customer: 5

1.3 Collaboration: 5

1.4 Competitor: 5

1.5 Context: 5

2 SWOT 6

2.1 Strengths: 6

2.2 Weaknesses: 6

2.3 Opportunities: 6

2.4 Threats: 6

3 STP 6

3.1 BEHAVIOR SEGMENTATION: 6

Regions: 6

3.2 FUNCTIONAL SEGMENTATION 7

Middle class to average income: 5-25 million VND 7

Gender : Female 7

Age: Adult to middle age from 20-50 years old 7

Fashion style: Modern,elegent, trendy and luxurious 7

3.3 TARGETING: 7

3.4 POSITIONING: 7

4. 4P: 7

4.1 PRODUCT 7

4.2 PLACE: 8

4.3 PRICE: 8

4.4 PROMOTION: 8

 Campaign for customers to learn more about the product: 8

 Social Media Marketing 8

Nguồn tham khảo:

Introduction:

Founded in 2007

Global Fashion Company Limited (GF), owner of the Vascara brand of women's shoes and handbags Known as the first women's fashion brand to

and leading in the appreal retailer in Vietnam

Leaders:

Currently, Vascara is run by CEO Le Canh Bich Hanh

Background and motivaton:

Vascara was born in Vietnam in 2007 and has become one of the most

popular fashion brands of shoes, handbags and accessories in Vietnam

Starting with only 4 stores, Vascara is the first fashion brand to own more

than 130 stores in most provinces and cities nationwide Vascara is a

franchise brand from Brazil, but all of this brand's products in Vietnam are

designed and produced by domestic designers

Core values:

When shopping at the Vascara fashion system, customers will not have to

worry about mixing fake, counterfeit or poor quality goods Since its

inception, the Vascara brand has always guided and developed alongside

Vietnam's vibrant fashion scene Because of this, Vascara is always the

destination to compete with famous designers such as: Adrian Anh Tuan,

Cong Tri, Le Thanh Hoa for its classy collection

Mission:

Vascara is designed to bring you with effortless fashion accessories and

functional silhouettes to make you achieve your best look

Their mission is simple - a beautiful fashion lifestyle Their immerse

ourselves in creativity and modernity which is why they are constantly

seeking out new possibilities and latest aesthetics trends to accompany you

in your everyday journey

DEVELOPMENT STAGES

2007 Vascara was founded in 2007 by Hanh's

uncle and a friend That year, the company

only had 4 stores

2017

In February 2017, Bich Hanh officially took

on the position of CEO of Vascara After becoming leader, Vascara's revenue grew significantly by 60% compared to 2016 The number of stores increased by 66% (opened

40 more stores), reaching a total of 100

stores

2019 Vascara officially merged with Stripe International (Japan) through the form of Currently, Vascara is run by CEO Le Canh

Bich Hanh

1 5C

1.1.Company

just four stores Over the years, it has grown to become the first brand to own 137 stores nationwide, covering various provinces and territories, along with an online sales platform (As of September 2019 in Ho Chi Minh City)

1.2.Customer:

moderate income, Vascara focuses on brand positioning rather than mere communication Emphasizing the in-store experience, the brand's core values revolve around the quality and design of its products

1.3.Collaboration:

merged with the Japanese fashion retail company, Stripe International With the investment and increased capital from Stripe International, Vascara aims to strengthen its brand, introducing a variety of trendy and reasonably priced shoes and handbags for Vietnamese consumers In terms of collaboration, Vascara extends its reach by partnering with major

commercial centers for direct sales and collaborates with e-commerce platforms like Shopee and Lazada to meet the growing demand for online shopping

1.4.Competitor:

notable direct competitors for Vascara include Juno, Zara, Uniqlo, Charles

& Keith, among others

1.5.Context:



According to statistics from Juno and Vascara, the estimated annual scale of the women's shoe and handbag market in Vietnam is around 1 billion USD Companies like Juno and Vascara currently hold a 1-2% market share, with the industry's gross profit ranging from 30-40%

general economic downturn, Vascara faces challenges as consumer purchasing power declines, significantly impacting its revenue

2.SWOT

Strong brand reputation in the [industry]

High-quality products/services

Established customer base and brand loyalty

Efficient supply chain and distribution network

Skilled and motivated workforce

Limited product/service range

Dependence on a specific market or region

Lack of technological innovation

High production costs

Limited financial resources for expansion

- Market Expansion: Expanding into new geographic areas provides opportunities for growth and tapping into new customer segments

- Partnerships and Collaborations: Strategic partnerships can bring in new resources, expertise, or access to new markets

- Industry Trends: Responding to and capitalizing on industry trends can keep the business ahead of the curve

- "The Vietnamese Preferred to Use Vietnamese Goods" Strategy: Aligning with local preferences can enhance brand loyalty and market share

- Large Domestic Fashion Market: Exploiting the potential of a large domestic market can be a significant growth driver

Intense competition in the industry

Economic downturn affecting consumer spending

Regulatory changes impacting operations

Fluctuations in raw material prices

Rapid technological advancements making current products obsolete

3 STP

3.1.BEHAVIOR SEGMENTATION:

Regions:

- Most of the stores are in the South From success in the southern region Vascara tries to conquer the demanding market in the north because the Northern market is one of the places with an abundant customer base with a large number of women working in office jobs in the golden age of the fashion industry

- In addition, customers here often have to use products that are not guaranteed in quality and service from brands of unknown origin or do not enjoy preferential policies on warranty and support when problems arise product problems

3.2.FUNCTIONAL SEGMENTATION

Middle class to average income: 5-25 million VND.

Gender : Female.

Age: Adult to middle age from 20-50 years old.

Fashion style: Modern,elegent, trendy and luxurious.

Vascara's goal is to focus on development in the domestic market, expanding its distribution network and experience store system This requires perfecting processes, systems, stores, and brand identity

Vascara also focuses on building a chain of luxury stores to serve the best user experience That shows us that Vascara chose a strategy that

emphasizes user experience rather than branding communication

3.4.POSITIONING:

- Vision:

Become a leading company in Vietnam in the field of fashion

shoes and handbags in the mid-range segment and target the

Southeast Asian market by 2020

-Mission:

For Vietnamese fashion: Providing high quality fashion products according

to international standards, with diverse and sophisticated designs

For customers: Providing the most optimal choice in terms of quality, style and price

For employees: Providing a good working environment, stable and long-term income

For society: Contribute to the community through charitable activities and environmental protection

Core values: professional production and business processes, nationwide distribution system, friendly, community-oriented, unique corporate cultural management system, pioneering technological innovation to bring high added value for shareholders, employees and the entire society

4 4P:

4.1.PRODUCT

-Product line (product line strategy): Bags

During the production process, Vascara provides the latest fashion products

to VAA Productions, along with communication materials on logos and synchronous brand identity Besides, with a unique, youthful design that honors the owner's personality, many people mistakenly think this bag belongs to an international brand

-Reputable for more than 10 years, ensuring quality and service from the same time enjoying preferential policies on warranty - support when there are product problems, maintaining the position of a high-quality brand

4.2.PLACE:

Distribution model

than 130 stores, concentrated in busy shopping centers, big malls

=> Encourage customers to test new products more easily as well as recognize the brand and access the latest incentives easily, especially small provinces

methods or e-commerce channels Shopee Mall,

4.3.PRICE:

customers who want to use luxuriously designed products

usage needs and user income

fashion weeks, events, etc with the position of a high-end brand

4.4.PROMOTION:

 Campaign for customers to learn more about the product:

2 workshops in the Reuse Renew program in City Ho Chi Minh and Hanoi -> Recycle paper bags and old handbag covers -> Understand the origin of raw materials

→ Environmentally friendly products, extremely meaningful about green lifestyle

 Social Media Marketing

1 Accompanying Ms Dep Pedaling the Wind and Turning the Waves

2023

As a familiar fashion brand that always accompanies women on the journey

to improve their style, Vascara's support for the 2023 program is

understandable Vascara's presence further affirms that the brand will always support programs that honor women and beauty

2 Combined in episode 9 of The New Mentor 2023

The New Mentor 2023 - one of the hottest fashion shows in 2023, Vascara has sponsored costumes and accessories.

Special offer:

week for customers such as 20%, 30%, 40%, etc On holidays and Tet, this brand also organizes many events big sale off You can update Vascara Vietnam's promotions at the website: Vascara.com in the Sale Off section

so you don't miss out on the brand's promotions

Current promotions:

21% discount all products (except some newest products)

Golden Hour Frame , product price from 299,000 VND.

& 12.11)

Standard shipping fee for orders from 799K (maximum 20K)

100% Free

Vietnamese Teacher's Day

10% and 15% discount with product price from 1.000.000đ

5 Recommend for business:

Condition:

have tendency to tighten belt, avoid go over budget

an efficient supply chain and distribution network

 Analysis Place (4P), although Vascara has development on many e-commerce trading floor, most of gorgeous, new commodities are sold on the official page and offline mall → cause criminal expensive cost and less diversification in productions

 The product will no longer reasonable, suitable with the high tendency of buyers

Solution: Propose a campaign to reposition the distribution system to switch

to online form, developing and offering more affordable products (a cheap

or environmentally friendly product line), can be returned within 10 days with the original tag intact

Nguồn tham khảo:

https://www.vascara.com/thong-bao/vascara-sap-nhap-vao-cong-ty-ban-le-thoi-trang-nhat-ban-stripe-international

https://vinid.net/blog/tin-tuc-khac/review-thuong-hieu-vascara/

https://www.vascara.com/tin-tuc/

https://baodautu.vn/xay-dung-c

huoi-ban-le-lon-vascara-quyet-tam-thau-tom-thi-truong-bang-uu-dai-va-kenh-phan-phoi-d102600.html

https://momoshop.com.vn/vascara-la-gi/

https://www.vascara.com/worldwide/about-us

https://123docz.net/document/14624959-tieu-luan-tieu-luan-mon-marketing-can-ban-doanh-nghiep-vascara.htm

https://sti.vista.gov.vn/tw/Lists/TaiLieuKHCN/Attachments/316752/CVv146S12021255.pdf