Báo cáo cuối kỳ môn học quản trị marketing

Have 1.000.000 social media visits across Facebook, Instagram and Tiktok Earn 5.000 interactions on Facebook, Instagram and Tiktok Achieve 20.000 followers on Facebook, Instagram and Tik

BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH TP.HCM

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UEF ĐẠI HỌC KINH TẾ TÀI CHÍNH

BAO CAO CUOI KY

Môn học: Quản trị Marketing

Giảng viên: Bùi Anh Dũng

Mã môn học: MKT1102E

Lớp: A03E

PHIẾU THEO DÕI VÀ ĐÁNH GIÁ LÀM VIỆC NHÓM

Học phân: Quản trị marketing - MKT1102E - A03E

HIỆN (%)

1 Đồng Quốc Hưng | 215012000} Nhomtruéng | Làm mục 7, mục 100%

9 và tông hợp, chỉnh sửa nội

dung

2 | Ngô Công Khám | 215018237| Thành viên | Làm mục 1, mục 100%

2

3 Lê Trường Vũ 215016560) Thanh vién Làm mục 8 100%

4 Bùi Đức Hảo 205010105} Thanh vién | Làm mục 4, mục 100%

5

5 Nguyễn Ngọc Tú | 205013009 Thành viên | Làm mục 3, mục 100%

1.1 _ Briefly introduce your company and the new product/servioe - eee eres 4 1.2 Summarize the marketing plan's key objectives and target audience 4 1.3 Highlight the anticipated outcomes of the marketing campaign 4

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10 References

1 Executive Summary:

1.1 Briefly introduce your company and the new product/service

Sneakool is an innovative roller skate brand from Vietnam, offering a unique combination of regular walking shoes and roller skates The product's outstanding feature is the wheels attached

to the sole, allowing the wearer to move flexibly - both walking normally and gliding like using roller skates SneaKool not only meets the needs of fashion but also brings a new and exciting experience in daily movement, suitable for the dynamic lifestyle trend of young people (More in Appendix A)

1.2 Summarize the marketing plan's key objectives and target audience

Our objective for 2025 marketing campaign will focus on creating brand awareness, create leads and educate our customers of the new product Campaigns will take place on both online platforms, medias, and offline channel We aim to target young customer age range from 20-28 years old with dynamic, sporty lifestyle, with a interest of discovery and trying out new things

1.3 Highlight the anticipated outcomes of the marketing campaign

We intend to have 1.000.000 social media visits across Facebook, Instagram and Tiktok with 5.000 interactions and 20.000 followers by the end of the year 2025 10000 shoes sales would be made, with projected revenue is 15.000.000.000 VND

combining cutting-edge technology with personalized design, we deliver a convenient and

versatile product that enhances movement while meeting the evolving needs of today’s active individuals

Quality: To ensure roller skate shoes are long-lasting, reliable, and safe

Lifestyle: To inspire positive and active living by encouraging movement, health, and well- being

Population statistics: According to (OpenDevelopment Vietnam, 2019) and (Population Stat,

2023), there are 23.3% of the population aged 20-29 and 54% aged 18-48, which makes Ho Chi Minh City is an ideal market for SneakKool product, as this group tends to look for new and dynamic products

Low cost: With Vietnam low labor cost, skilled workforce, and cheaper material, SneaKool can

easily compete with international brand (Thu, 2024) (Statista, 2024) (More estimated market data

on Appendix B)

Customer perceptions: It is necessary to gradually change customers' perceptions of this new product, especially in relation to the safety and durability of the product

Competition: There’s an intense competition with both local brand and international brand Local

include Bitis, Juno, Vascara and international consists of Nike, Adidas, Jordan (Thu, 2024)

2.3 Market Analysis

Industry Background

Footwear Market in Ho Chi Minh City: According to a report from (Euromonitor, 2023), the footwear market in Vietnam is estimated to reach about 6 billion USD by 2024, with Ho Chi Minh City being the largest consumption center The increase in urban population and per capita income are the main factors driving the demand for footwear here

Opportunities for New Products: With a vibrant and sporty lifestyle, consumers are increasingly

looking for new and convenient products Based on a report from (InvestVietnam, 2022),

SneaKool can exploit this opportunity to introduce its exclusive products

Target Market Trends

People 20-30 years old: This is the main customer group for wheeled shoes They love to experiment with new products and are constantly looking for new ways to entertain and exercise

A 2022 survey found that 65% of young consumers want to try out innovative and unique products

in fashion (InvestVietnam, 2022)

Hiking, sport and health concerns: Hiking has been increasingly popular in Vietnam, with more

people are now aware of health concerns after Covid-19 pandemic, leading to a growth surge in sport industry (Duong, 2024)

Weaknesses: Premium product prices and lack of innovation in some designs, which may not suit the needs of young people looking for differentiation (Fashinza, n.d.)

Local brands:

Biti's, Juno, Vascara

Strengths: Competitive pricing strategy, accessible products for domestic consumers They often launch highly localized products

Weaknesses: May lack new changes in technology and design, not attracting the attention of consumers who love unique products

3 Objectives:

3.1 Business objective:

Number of sales: Start selling from March 2025

Total products sold in 10 months: 10000 products

Have 1.000.000 social media visits across Facebook, Instagram and Tiktok

Earn 5.000 interactions on Facebook, Instagram and Tiktok

Achieve 20.000 followers on Facebook, Instagram and Tiktok

A (Achievable):

Allocate 10% of projected revenue to social media advertising, campaigns and influencer partnership

Compared to a specific competitor like Biti’s: Biti’s Facebook page was established 13 years ago

(2012-2015) and has 480,000 followers So, Biti’s has about 37,000 followers each year

R (Relevant):

Increasing customer awareness in HCM and establishing brand presence will help SneaKool engage with customers, build brand recognition and loyalty, this is aligned with SneaKool long- term vision

T (Time-bound):

1/2025 - 31/12/2025 (1 year)

Phase 1: Anticipation buildup (January — February)

Phase 2: Product launch (March)

Phase 3: Brand development (April - December)

4 Target Market & Buyer Persona:

Geography: Ho Chi Minh city

Demography:

- Age: 20-28 years old

- Gender: All Gender

- Income: 8,000,000 VND and above / month

- Education: College, University and Post-graduate

Psychological:

- Lifestyle: Modern, youthful, dynamic, convenient

- Personality: Confident, independent, liberal

Behavior:

- Looking for uniqueness: Customers always want to own unique, different shoes that express their own personality

- Prioritize convenience

- Prioritize functionality: Choose shoes based on factors such as durability, comfort, and

support when using

Buyer persona:

- Name: Nguyen Hoang Long (LowG)

- Age: 27 years old

- Career: Rapper

Reasons to choose LowG:

Rapper Low G has a liberal, dynamic, youthful and modern lifestyle and style, suitable for buyer persona Besides, LowG has a large fan base and high coverage among young people

5 Marketing Mix Strategy:

Product:

Sneakool 2025 is a modern sports shoe line, combining street and modern fashion styles The highlight is the hidden wheel inside the shoe sole

USP:

Hidden wheeled shoes

Customers can design their own shoe color and pattern through the store's Facebook page and website In particular, customers can send their signature and we will print it on the shoe

Online: Shopee, Lazada, Tiktok, Instagram, Facebook

Retail: at own stores in Ho Chi Minh City

Retail partners: Cooperate with other fashion stores such as Dottie, Routine, Concept stores to increase brand coverage and reliability

Content marketing:

Produce and screen quality promotional videos, take beautiful product photos to post on social networks to create a good impression on customers

Public relations:

Build relationships with fashion magazines such as Fashionnet.vn, Elle Vietnam, reputable electronic newspapers such as VnExpress, ZNews, Tuoi Tre

Participate in fashion weeks to introduce products directly to customers

6 Marketing Implementation and budget:

6.1 Specific marketing plans:

Year round marketing:

Advertising on social networks Facebook Ads, Tiktok, Threads, Google Ads (January 9, 2025-

Approximate budget: 250,000,000 VND

February:

Create hashtag challenge: SneaKool will stimulate community participation with a creative challenge: “Sneakool - Cool with Sneaker x LowG: Design the look of shoes Sneakool in your own style” Sneakool will present the original white product model on social platforms, participants will create the look of the shoe and post it on social media platforms (at least on 1 platform) with the hashtag #SneaKool #Cool_cung_Sneaker #SneakoolxLowG in each post Then calculate the score based on likes, comments and shares The first prize will go to the 10 people with the most interactions and the prize is a pair of SneaKool shoes with the look of the winner's

own design and a signature of LowG printed on the shoe And award prizes at the product launch event (February 1, 2025 - February 28, 2025)

May:

+ Collaborate to design and launch a limited shoe collection, with the brand and Dirty Coins co- developing the product Including the logo and signature style of both parties to create special collections (12/5/2025)

Approximate budget: 100,000,000 VND

June:

Organize a Giveaway event: Sneakool will organize a Giveaway, participants will like, comment any number, share SneaKool's Giveaway post on any personal page (Facebook, Instagram) Sneakool will draw a lucky draw, the prize will belong to 5 people who win a pair of shoes in SneaKool's new collection (June 1, 2025 - June 15, 2025)

6.2 Budget

Limited sale on “SneaKool x LowG” 70.000.000 VND

Total estimate: Approximately 1.500.000.000 VND

7 Metrics & Measurement:

No | Campaigns KPIs Channel | Result) Rate} Evaluation) Note

1 | Teaser 150.000 visits on Facebod Online:

SneaKool + #SneaKool used in 500 posl Online:

Cool with} 300 reactions, and commen Facebook

Sneaker x 250.000 visits on Facebod Instagram

LowG and Instagram page

4.000 followers on Faceboo

Vincom 1000 visitors to booth Online:

Booth x| 150 likes and share qd Facebook,

LowG Facebook and Instagram | Instagram

Limited 5% conversion rate fron Offline:

Livestream| 50.000 total viewers oj Online:

Facebook, TikTok and Facebook,

Create 50.000 visits to Facebod Online:

loyalty fanpage, tiktok and website) Facebook

programs | 100 interactions on Facebo; Tiktok and Tiktok

1.5% converstion rate

visitors

Sneakool | 100.000 visits on Faceboo Online:

X Dirty | Tiktok and Instagram Facebook

650 interactions on 3 medial Instagram

3000 followers on 3 medias) Offline:

Physical 2% conversion rate of visitor store x

1% conversion rate of visito

Vincom 5000 store visits Offline:

store 50.000 visits on Facebook | store

5% of store visitors Online:

Facebook Halloween| 100.000 visits on Faceboo Online:

event Tiktok and Instagram Facebook

10 | Black 200 store visits Offline:

Friday 100.000 visits on Faceboo Physical

Tiktok and Instagram store,

Authorized

400 interactions retail

1500 follows on 3 medias _ | Online:

Facebook, 2% of conversion rate qd Tiktok,

11 | End of| 100.000 visits on Faceboo Online:

year -| Tiktok and Instagram Facebook,

Launching a new sneaker product is a competitive and complex process, especially in the context

of the rapidly growing modern footwear market While this is a great opportunity for brands to make their mark, manufacturers also face a series of potential challenges Factors such as fierce competition, high customer expectations, and constant changes in fashion trends all require careful preparation

Customer perception:

The sneaker market in HCMC is dominated by big brands such as Nike, Adidas, Biti’s and many others, with products that have built strong customer loyalty Therefore, to launch a new product, the brand must find a way to create a prominent difference, not only in design but also in

communication messages, customer experience, and product quality According to a market share research from VIRAC, 2022 there is not much difference in market share between domestic and foreign brands for international brand only takes up 52% of market share This shows that Vietnamese consumers have many choices in terms of products, prices, and quality

Solution: Differentiation strategy SneaKool focus on delivering the product USP, which is retractable wheels, and product customizability, including printing their own signature onto the product Marketing campaigns stated above will also help to educate more of our product

Product counterfeit

Product counterfeit has always been a problem, even for big brands like Nike, Adidas or Biti’s Many stores in Hanoi and other major cities in the country sell products labeled with world-famous fashion shoe brands such as Nike, Adidas, Converse, Vans, etc with unclear quality and origin, making it difficult to distinguish between fake and real shoes Such problem can also affect Sneakool, especially when there’s no strong brand that capitalize on wheeled shoes product in Ho Chi Minh city

Solution: SneaKool will offer customer support and product information on our website, and encourage customer to buy our shoes from trusted sources — our own store and websites We also intend to use blockchain technology to help our customer identify if the product is counterfeit (More on Appendix C)

9 Conclusion:

In conclusion, SneaKool aims to deliver a unique product in the competitive footwear market of

Ho Chi Minh City Our 2025 marketing plan focuses on establishing brand awareness, driving customer engagement, and differentiating our product through innovative features such as retractable wheels and customization options

By targeting young, dynamic consumers who prioritize individuality and functionality, SneaKool has the potential to create a presence the market and build a loyal customer base Our comprehensive marketing strategy—including experiential marketing, influencer partnerships, and content creation—ensures that we will effectively reach and resonate with our audience With clear objectives and performance metrics in place, we are confident that our plan will drive substantial growth in sales, brand recognition, and long-term customer loyalty