Topic marketing plan for ananas shoes brand

Manager Functions and tasks of Marketing Department: Building and developing brands Market research and forecast Implement new product development program Cleverly target market segmenta

Brand name meaning

The brand name "Ananas" is derived from the French word for "pineapple" The inspiration behind choosing this name comes from the qualities associated with the pineapple fruit Despite thriving in harsh and arid environments, the pineapple remains sweet and resilient Its exterior may appear prickly, but on top, it resembles a crown, symbolizing strength and pride These qualities of resilience and strength align with the brand's journey and the challenges it has overcome CEO Nguyen Hoang Duong and his colleagues chose the name Ananas to reflect these qualities and the brand's commitment to standing tall in the face of difficulties

In addition to the meaningful Ananas brand name, Ananas also has a very enthusiastic slogan, bringing the vitality of youth - "DiscoverYOU" - Slogan calling on young people to "Discover yourself" Everyone in their youth has times when they are "unsettled", young people today often fall into a state of emptiness, confusion, not knowing what they are doing, what they want and dream about, everyone has to go through a period of time This time to "find yourself" Sympathizing with those feelings of confusion and loss,

"DiscoverYOU" is the message that Ananas wants to spread to young people, especially Vietnamese youth: "Whatever you do, you need to understand yourself and understand what you want”, the more you understand yourself, the easier and more decisive your life will be This is not only a message to the young generation but also a message for the Ananas brand to remind itself of its efforts in the journey of developing the brand, reaching for more perfection Perhaps this is the reason why, despite receiving many offers for franchising, Ananas still temporarily put it aside, waiting for a more suitable time.

Organizational Structure ố

Manager women Finance Marketing Business esouces Departmant Department Department

The Marketing Department is extremely important to help increase business profits for businesses Businesses that focus on investing in new Marketing Departments can develop strongly to capture future success Because Ananas is a domestic Vietnamese brand with many domestic and foreign competitors, Ananas' Marketing Department faces many difficulties in how to highlight its shoe brand in the Vietnamese market

Functions and tasks of Marketing Department:

Implement new product development program

Cleverly target market segmentation and brand positioning

Advise the Board of Directors on brand and product marketing strategies

Develop & conduct Marketing Strategies for new products

Build good relationships with press & media

Functions of the Sales Department:

Advise and promote opinions with the company's Board of Directors on product distribution to markets for goods and services to businesses

Responsible for directing the research and development of products and expanding consumer markets

Deploy the task of building and developing a network of potential customers, and synthesize reports according to given regulations

Plan to organize and carry out business activities, calculate cost reports to create contracts with customers

Providing information and performing interpretation and translation of documents to serve the work of company and business leaders

Monitor and accelerate the progress of implementing business strategies of departments in the company, workshops, and enterprises to ensure timely progress as well as product quality according to the contract

Contribute ideas about marketing strategies, as well as measures to improve business efficiency in each stage

Create, maintain, and develop relationships with customers

Participate in the process of developing sales policies, including policies on pricing, promotions, discounts and advertising and marketing programs Prepare business plans and goals for each week, month, quarter, depending on the company, and submit them to the Board of Directors

Collect and manage customer profile information to serve customer rating, appraisal and re-appraisal of customer profiles.

Ananas market share in the Vietnamese market 0 0 0 cccccsssecsesetsseeeeeeeeee 6

As a relatively new and youthful brand, Ananas has a modest market share in the Vietnamese market But Ananas also showed its bravery with 9 stores in Ho Chi Minh City, strategically located in central districts and bustling streets such as Su Van Hanh, Le Van Sy, Nguyen Trai, and more Additionally, Ananas offers diverse store formats including Standard, Outlet, Pop-up, and flagship stores, catering to the varied preferences of our customers Not only selling at stores, Ananas' social network activities are being followed by many people The company's Facebook fanpage has more than 425 thousand follower There are posts with 45 thousand likes And purchasing activities and feedback are very exciting.

Purpose and scope of the repOrFÍ - cà cà cà HH 112101121110 0101111121126, 7 0ì) 028/0.) 8 0:12 i10

The purpose of the marketing plan report for the Ananas shoe brand is to outline strategies to promote the brand, increase sales and target target customer groups The report aims to provide a comprehensive analysis of the market, competitors and customer preferences to develop effective marketing strategies

The scope of the marketing plan report includes:

Market analysis: Conduct a thorough analysis of the sneaker market in Vietnam, including trends, customer preferences, and competitor analysis This analysis will help identify opportunities and challenges for the Ananas brand

Identify target customers: \dentify and understand the target customer groups of the Ananas brand This includes analyzing demographics, psychographics and purchasing behavior to tailor marketing strategies to specific target groups

Marketing goals: Set clear and measurable marketing goals for the Ananas brand, such as increasing sales, expanding physical and online presence, and improving conversion rates change

Marketing strategy: Develop strategies to reach and attract target customers This can include expanding sales locations, creating engaging advertising campaigns, leveraging online marketplaces, enhancing the online shopping experience, and improving customer service

Implementation plan: Outline a detailed plan for implementing marketing strategies, including timelines, responsibilities, and budget allocations

Evaluation and measurement: Establish methods to evaluate the effectiveness of marketing strategies

Using all the above methods, our marketing plan report aims to provide a comprehensive roadmap to promote the Ananas shoe brand, increase sales and achieve marketing goals in 2025.

Mission 8

Ananas' mission is to provide consumers with shoe products of good quality and reasonable prices

Objective

Ananas' goal is to provide consumers with “more than a product’, striving to give customers a product value significantly higher than its price Ananas determines not only to compete on price; instead, it invests in human effort to create value for its products

Currently, Ananas has received many franchise offers but chose not to pursue them The brand believes it is still in the process of taking care of itself and wants to ensure it maintains its brand values While franchising can bring immediate profits, Ananas remains vigilant in preserving the positioning and integrity of its brand.

Strengths 9

Expertise in Vulcanized shoe manufacturing: Ananas has inherited 20 years of expertise in Vulcanized shoe manufacturing The brand's collaboration with renowned global footwear companies such as Reebok, Puma, Keds, and Burberry further ensures the quality of each product

Enthusiastic and passionate workforce: The brand's workforce consists of young individuals who are passionate about self-exploration and incorporate their own stories into the shoes This adds value to the products and helps establish long-term connections with customers

User-friendly e-commerce website and active social media presence: Ananas owns a simple yet highly functional e-commerce website that provides a seamless purchasing experience The website is visually appealing and easy to navigate Additionally, Ananas maintains an active presence on social media platforms such as Facebook, Instagram, and Tiki, allowing the brand to engage with its customers effectively

SANPHAMy NAMv NỮv SALEOFF YOU a

⁄ HÀNG 2 TUẦN NHÂN ĐỐI - GIÀY NỬA NẮM BẢO HÀNH

Reasonably priced products: Ananas offers footwear products at reasonable prices, catering to its target audience of students and office workers The brand's pricing strategy aligns with the affordability expectations of its customer base, making its products accessible to a wide range of consumers

Unique color combinations: Ananas products attract creativity with their unique color combinations, appealing to many young people who seek individuality and self- expression through their footwear choices

Superior return and warranty policies: Ananas goes above and beyond its competitors by offering superior return and warranty policies This commitment to customer satisfaction adds value to the brand and enhances the overall customer experience

These strengths contribute to Ananas' ability to provide high-quality footwear, establish a loyal customer base, and differentiate itself in the competitive footwear market

Basas Evergreen - Mule Basas Evergreen - High Top

Basas RAW - High Top Urbas Irrelevant NE - Low Top

Basas RAW - Low Top Rustic 610.000 VND

Urbas Irrelevant NE - Low Top Storm/A.Gold 650.000 VND

Limited retail network: Ananas currently focuses primarily on the Ho Chi Minh City market, which limits its physical presence in other regions of Vietnam In contrast, its competitor Bitis has stores spanning across the Northern, Central, and Southern regions

10 of the country This limitation poses challenges for customers residing far away who may prefer to physically inspect the products before making a purchase

Restricted market coverage: Ananas has adopted a "slow but steady" approach with minimal emphasis on brand promotion and communication As a result, its market coverage remains restricted compared to competitors like Biti's Ananas has not been able to capture a significant market share, which hinders its growth potential

Lack of design diversity: Ananas primarily focuses on simple and classic designs, which may limit its ability to differentiate itself from established brands such as Nike and Adidas While simplicity can be appealing, it may make it challenging for Ananas to stand out in a market where brands like Vans and Converse have already secured their positions with a wide range of design options

These weaknesses present hurdles for Ananas in expanding its market presence and capturing a larger market share However, by addressing these challenges and implementing strategic initiatives, Ananas can work towards overcoming these weaknesses and strengthening its position in the footwear market

Improving consumer perception: The steady improvement in consumer perception of Ananas' product quality, particularly with their high-quality Vulcanized footwear range, provides an opportunity for the brand to solidify its position in the hearts of customers

By continuing to deliver high-quality products, Ananas can further enhance its reputation and attract more loyal customers

Tapping into Vietnamese youth trends: Vietnamese youth tend to follow trends and express their individuality, identity, and personal stories Ananas can leverage this by creating shoes that carry unique narratives, showcasing the essence of the younger generation By aligning with the preferences and values of Vietnamese youth, Ananas can establish a strong connection with its target market

Rise in online shopping: The rapid advancement in technology has led to a significant increase in online shopping This provides more opportunities for users to purchase Ananas products from afar, expanding the brand's reach beyond its limited retail network

By optimizing its online presence and providing a seamless online shopping experience,

Ananas can tap into this growing trend and reach a wider customer base

E-commerce market value in Vietnam from 2014 to 2022 (in billion U.S dollars)

Figure 3.3.1 E-commerce market value in Vietnam from 2014 to 2022 Increasing affordability: With stable economic growth and increasing incomes in Vietnam, individual needs and purchasing power are on the rise This makes it easier for people to afford footwear purchases Ananas can take advantage of this opportunity by offering a range of products at different price points, catering to various segments of the market

Deep understanding of Vietnamese culture: Ananas, being a domestic brand, has a deeper understanding of Vietnamese cultural traditions and customs compared to foreign brands This understanding enables Ananas to devise more suitable product strategies and communication methods that resonate with the local market By leveraging its cultural insights, Ananas can strengthen its brand positioning and appeal to Vietnamese consumers

Opportunity for international expansion: Sportswear, including athletic footwear, is one of Vietnam's high-export industries This presents an opportunity for Ananas to

12 expand internationally, attract foreign investments, and enhance brand recognition beyond the domestic market By leveraging its expertise in manufacturing and the growing demand for Vietnamese sportswear products, Ananas can explore new markets and establish itself as a global player in the footwear industry

Threats 13

Intense competition: As the footwear market in Vietnam continues to grow rapidly, Ananas will face intense competition not only from domestic brands but also from international ones Established brands with strong market presence and brand recognition pose a challenge for Ananas to gain market share and attract customers

Economic challenges: Businesses must respond to an economy that has recently experienced an epidemic and recession Economic downturns can impact consumer spending habits and purchasing power, which may affect the demand for footwear products Ananas needs to adapt to the changing economic landscape and adjust its strategies accordingly

Counterfeit products: Ananas faces the threat of fake goods and counterfeit brands appearing on the market with low prices Counterfeit products not only undermine the brand's reputation but also compete unfairly by offering lower-priced alternatives Ananas needs to actively protect its brand and educate consumers about the importance of purchasing genuine products

These threats highlight the need for Ananas to stay competitive, adapt to economic conditions, and protect its brand integrity By continuously improving its product quality, maintaining a strong brand presence, and implementing effective anti-counterfeiting measures, Ananas can mitigate these threats and position itself for long-term success

Chapter 4 Marketing goals and objectives Marketing Goal: Increase overall sales revenue, both online and offline, by 10% before January 2025, aiming to achieve this goal within the next year

Objective 1: Increase the number of sales from offline stores by 4% before January

Expand sales locations: Open stores in large commercial centers such as Vincom, Plaza, places that attract a significant number of customers This expansion will allow the brand to reach target customers who are familiar and interested in the brand By having a presence in these locations, brands can attract customers who prefer hands-on experiences and trying out products before making a purchase

Promotional campaigns during major festivals: Create attractive promotional campaigns during major annual festivals such as Tet, September 2, International Women's Day, etc These festivals are the time when customers have more free time to visit shopping centers such as Vincom and Plaza By offering attractive discounts, special offers or limited edition products during these festivals, Ananas can attract more customers to its offline stores and increase sales sell

Objective 2: Increase the number of orders from online sales channels by 4% before January 2025 lake advantage of online markets: Take advantage of online markets to reach and promote your brand to a wide audience of internet users Platforms such as Lazada, Shopee, and Tiki are very popular in Vietnam and have a large customer base By listing its products on these platforms, brands can reach a wider customer base and increase online sales

Enhance online shopping experience: Focus on improving online shopping experience to encourage more customers to place orders This can be done by upgrading the existing website, changing the main color scheme and updating website images according to festivals to increase appeal Creating an attractive shopping environment will encourage customers to browse and purchase

Objective 3: Increase conversion rate from leads to actual customers by 2% by January 2025

Customer service team training: We invest in training a customer service team that is friendly, enthusiastic and knowledgeable about products A well-trained customer service team can provide excellent information and support to potential customers, address their concerns, and boost their shopping enthusiasm

Implement a chat or instant messaging feature: Implement a chat or instant messaging feature on your website This feature will allow potential customers who cannot come to the store in person, especially those who live far away, to receive the necessary support and information Responding quickly and helpfully via chat or instant messaging can increase the likelihood of a lead becoming a serious buyer

Guaranteed refund policy: Implement a clear and customer-friendly refund policy in case of errors or discrepancies on the company's part This will give potential customers the confidence to make a purchase, knowing they have recourse if a problem arises

5.1 Market segmentation for Ananas based on demographics, psychographics, and behavior:

Residence: Ho Chi Minh City, Hanoi, major cities

Appreciates fashion, with refined aesthetic taste

Engages in cultural and artistic activities

5.2 Customer groups based on market segmentation

5.2.1 Group 1: Young and dynamic customers

Fashion enthusiasts with refined aesthetic taste

Keen on following popular fashion trends

Higher spending capacity compared to Group |

Interested in following the latest fashion trends

Income: Over 20 million VND/month

Value premium product quality and services

Keen on following the latest fashion trends

5.3 Comparison and analysis of similarities and differences among customer groups 5.3.1 Similarities

All customer groups have an interest in fashion and possess refined aesthetic tastes

All customer groups appreciate comfort and dynamism in their fashion choices

All customer groups prefer online shopping as their primary mode of purchase

All customer groups enjoy following the latest fashion trends

Group | and Group 2 differ in age and spending capacity Group | consists of younger individuals with limited spending capacity compared to Group 2

Group 3 exhibits a higher spending capacity than both Group l and Group 2

Group 4 differs in residence, being comprised of international customers residing in various countries worldwide

This customer group holds a significant and rapidly growing market share Statistics indicate that young, dynamic customers comprise approximately two-thirds of Vietnam's population They represent a substantial buying power and are increasingly fashion- conscious

This customer segment tends to access information and make purchases online more frequently than other customer groups This trend aligns perfectly with Ananas, given its status as an online fashion brand

Furthermore, this customer group favors fashion products that are reasonably priced This preference aligns well with Ananas' approach of providing high-quality products at affordable prices

Chapter 6: Target market The 18-25 age group represents one of the most promising customer segments for the Ananas brand This demographic is in a developmental stage, exhibiting high shopping demands, especially for fashion products

Location: Domestic, primarily focused on urban areas like Ho Chi Minh City and Hanoi Income: Medium or dependent on family finances

Frequent social media usage: Young individuals in this age group frequently use social media platforms, specifically Facebook, TikTok, and Instagram, to connect with friends, family, and stay updated They often seek opinions from friends, family, and influencers on social media before making purchases

Market segmentation cccccccccccsscssecsssessecssecsssccssessssecssessssssssesssessessecsseatsesesses 16

Customer ứroups based on markef seứmenfafion 5< s55 55<<++ 1ú