Final report subject product managemen

Name of the product or enhancement 2-in-1 Jacket Date prepared October 24'", 2020 Name of marketing manager Qué’ Chi, H “ng Phtic, Minh Thy Name of other evaluator Tiến Sỹ, Huỳnh Quang

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ĐẠI HỌC KINH TẾ TÀI CHÍNH

FINAL REPORT

Subject: Product Management

Lecturer: Luu Thanh Thuy

Class: AO5E

Tran Thi Que Chi Bui Thi My Vy

Le Thi Minh Thu Phan Thanh Kim Hue Nguyen Cat Tuong Loan Nguyen Hong Phuc Pham Tien Sy Nguyen Huynh Quang

TABLE OF CONTENT ILOPPORTUNITY STATEMENT TEMPLATE

I.PRODUCT POSITIONING STATEMENT TEMPLATE

TN.MARKET ANALYSIS

Industry environment analysis

Conpetitiors

IV.PRODUCT DESCRIPTION

Product description

Product Requirements Document

Diagrams and other descriptors

V.BASE CASE FINANCIALS-BUSINESS AS USUAL (OR BASE CASE)

VI-MARKETING PLAN

Section 1 — Excutive summary

Section 2 — Strategic context

Section 3 — The marketing evirionment for the product

Section 4— Marketing mix

Section 5 — Product lauches being planned or being carried out

Section 6 — Cross-functional dependencies or deliverables

Section 7 — Intergrated budgets for all programs

Section 8 — Measurements and matrics

Section 9 — Risks

10

18

18

Name of this opportunity 2-in-1 Jacket

Idea type or category Fashion

Source of the idea Based _ on real experience of sunproof skirts and jakets Date of the original evaluation October 24", 2020

Product manager’s name Tran Ngoc Tuyet Ngan

Name of engineer Tuong Loan, My Vy, Kim Hue

Name of marketing manager Que Chi, Hong Phuc, Minh Thu

Name of other evaluator Tien Sy, Huynh Quang

Situation Summary: [What is the customer’s problem? Describe how this need was uncovered.]

- Customers need an item that protects them from the sun but is convenient, easy to carry and has an eye-catching design Therefore, we develop and improve this product based on sunscreen dresses available on the market to help users to easily avoid the harmful effects of sunlight

- We found that even though most of the sun protection clothing products available on the market today have good ability in sun protection, they are still quite cumbersome to carry and take up space when stored Products such as sunscreen skirts, sun protection suits must be brought separately and users have to carry, so it's quite inconvenient

Hence, a 2-in-1 integrated sunscreen product was born to meet the needs of consumers For whom is this opportunity intended? [market segment or customer target type]

Most are women aged 15-30

How would this opportunity solve the customer’s problem?

With smart design, our "2-in-1 jacket" can change style and use depending on each case The foldable suit can turns into a trendy jacket when the weather is cool, and it can also be opened up into a sun protection suit in the sun Consumers only need to bring one product that has two uses and two different ways of wearing, and also does not need to carry too many items

with them

How is this opportunity aligned with the division or campany’s stategy?

Social Media Marketing

What characteristics of this market make it an attractive opportunity?

1 Consumers want products that help them protect against sun

2 Consumers want better designed sun-protective clothing

3 Consumers want sunscreen clothing more convenient.(in carrying, storing )

4 The market currently has almost no product that meets the 3rd thing It only has separate sun-protective clothing

Who are the primary competitors?

Local brands with well-designed jackets (LYOS, HBS., )

Name of the product (or enhancement) 2-in-1 Jacket

Date prepared October 24'", 2020

Name of marketing manager Qué’ Chi, H “ng Phtic, Minh Thy

Name of other evaluator Tiến Sỹ, Huỳnh Quang

Customer target or segment for which this product is designed:

The validated needs of this customer type include:

1 Convenience

2 Neatly

3 Fashion

The product meets the needs of this customer with the following features or attributes:

1 Combine two sunscreen products into one

2 Compact as only one jacket

3 Products are designed in a trendy fashion

This customer (target) will benefit from using this product because it helps them: [How will the customer will be able to achieve some value, either in qualitative or quantitative terms?] Products that save them money, are convenient to carry, meet their fashion needs and protect their skin

The product is unique because of the following:

The product is unique because it’s two in one

The product compares favorably to competitive products because of the following:

- Products are leaner than products already on the market

* Industry environment analysis:

-Before 2018, Jean clothing brands established in Vietnam were extremely scarce In recent years, especially in 2018, Local Brands have been massively launched in the Vietnamese market Teenegers love this fashion line up to 90% Currently, the gap between the Local Brand and the commercial fashion brands is narrowing Some famous names are mentioned such as: Dirty Coin, Hanoi Riot, All About Him, SSStutter, HBS, LYOS

* Conpetitiors:

- LYOS:

Inspired by the mark of "infinity" that was rebuilt vertically with the desire to develop sustainably and always move forward, LYOS is a Local Brand formed with the purpose of joining hands to build the community of Streetwear Vietnam Male

LYOS's style is towards sophistication and a bit of Hi-end, a little bit of emphasis but not cumbersome and fussy Drawings that are a bit more liberal, not sacred to the realism are often appeared in LYOS products to satisfy the desire to give the product a bit of depth, as well as have valuable stories behind each design

- HBS:

From the name HBS a.k.a Hanoi Boyz Swagg, we can feel the boldness of Hanoi style in this Local Brand Established in 2012, HBS is a Hanoi Local Brand with many variations in products from darkwear style items to creative graphic tee

One of the most prominent items of HBS is the Coat Jacket “THERE IS A METHOD TO OUR MADNESS” This Local Brand Jacket is part of a collection combined with Vietnamese Street Style Group, which is highly appreciated by the fashion community for its ability to design and use ingenious materials.Item Coat Jacket is inspired by X- images Optical is unique in

medicine

Name the competitor

and the products with

What is the source

of this competitor’s

What are their main weaknesses?

How do you capitalize on what you know and have

which you intend to, | advantage? researched to beat the

investment?

- LYOS's style is

towards

LYOS

sophistication and a bit of Hi-end,a little bit of emphasis but not cumbersome and fussy

- There are valuable stories behind every design

- Not diverse in designs

- Lauching few products

variations in the product from darkwear-style items to creative graphics Print quality is

still quite low

- 2 in 1 product

- Both have fashion value and have sun protection effects

- Is anew product on the market

- With 1 money, customers will have more value compared to other brands

Describe the market segments and customer types:

Demographics:

- Geography: Distribution of products for major urban areas of the country such as Da Nang, Nha Trang, Ho Chi Minh City, Hanoi

30 years old

- Sex: Female

- Stable income

Analysis according to the response characteristics of the customer:

- Product benefits:

+ Fashion: Bring a creative dynamic style to teenagers

+ Sun protection: Better skin protection than conventional products

- Demand: High

IV PRODUCT DESCRIPTION

¢ Product description:

Customer needs in market segment :

+ Gender: Female

+ Age: 15-30

In the above segment, the audience's needs are oriented towards fashionable and convenient products

Description: The product is a combination of jacket and sunproof long skirt Create a 2-in-

1 product Inside the jacket has a zipper, which is connected to the other zipper on the side of the jacket to turn the sunscreen long skirt into a jacket

BLUE PASTEL

PINK PASTEL

reference models that will add clarity to the product description.]

Product information

- Materials: Polyester , cotton Fabric

- There are 4 size :S,M, L, XL

- And 4 colors: Black, White, Pink Pastel , Blue Pastel

¢ Size chart:

Chest (cm) 78-82 83-87 93-97 103-107

Waist(cm) 65.5-66.5 67-69 72-74 77-99

Hips(cm) 82.5-84.5 85-87 90-92 95-97

Height(cm) 149-151 152-154 158-160 164-166

Product Requirements Document:

1 Objective:

Vision We want our products to be exclusive and as a pioneer in this product line Goals To become the market leader in Sunscreen fashion

Initiatives Collab with other brand such as Lime Orange , Uniqlo to upgrade our

sunscreen material

Persona(s) For female , age 15-30

2 Release:

Release Here Comes The Sun

Initiative Uniqlo- Here Comes The Sun

Features 2-in-1 jacket

3 Features

Feature Protect skin from ultraviolet ray and make the person who wear more

fashionable

Description With the new marterial developed by AntiSun and uniae design

Purpose To be fashionable in the sun

User problem The design may not afford to elder

User value Our product helps the customer to protect their skin from sun ray

Not doing The product can not use as a raincoat or coat

Acceptance criteria | Affordable price, unisex design, multiple size

V BASE CASE FINANCIALS-BUSINESS AS USUAL (OR BASE CASE)

Use this fanancials profile to show how the business might perform if no investment is made

(CY)

Cost of Goods 117.500.000 337.500.000 225.000.000 | 141.000.000

DIRECT EXPENSES

EXPENSES

Amortization

Indirect/Uncontrollable

Expenses

VI MARKETING PLAN

Section 1 — Excutive summary

Marketing program summary:

- Design drawing board templates to test customers

- I send suggestions to my best friends to spread the word as possible

- We will run ads on facebook, integration, zalo to get interaction through social networking applications

- Build a simple promotional video, but impress customers

- Search for stores that buy and sell sun protection products to recommend this new product

- Offer coupons on the first purchase

Alignment:

- These investments are the basic steps that a business needs

- Plan to complement the product's development strategy

- For people to know about a new product will take a lot of time and my product itself

also knows that I do not have customer confidence

- The first step: We can only do everything we can to make the product as known as possible and running the above ads is the most reasonable and effective thing

Assumptions and Risks:

- Spending a lot of money on running tve

- Information is easily diluted and washed away if there is not enough money to run tve

on the websites

Key Marketing Investments and Expected Returns:

Current year Expected returns | Next year Expected

Section 2 — Strategic context

The 2 inl jacket will be released on November 11,2020 as the first product of Herecome the sun Today, sunscreen is very popular and essential especially for women

The product will release the first 500 units on the market for testing with a total investment of 450,000,000 million VND and expect to recover capital within 3 months The product will be invested in running ads continuously through websites such as Facebook, instagram, zalo, 10% discount for the next order Rent kol to model the product In addition, products will be sold onlline through the store's own page, customers can freely choose their products without going to the store directly With these strategies we estimate that we will suffer

* Industry environment analysis:

Before 2018, Jean clothing brands established in Vietnam were extremely scarce In recent years, especially in 2018, Local Brands have been massively launched in the Vietnamese market Teenegers love this fashion line up to 90% Currently, the gap between the Local Brand and the commercial fashion brands is narrowing Some famous names are mentioned such as: Dirty Coin, Hanoi Riot, All About Him, SSStutter, HBS, LYOS

* Conpetitiors:

- LYOS:

Inspired by the mark of "infinity" that was rebuilt vertically with the desire to develop sustainably and always move forward, LYOS is a Local Brand formed with the purpose of joining hands to build the community of Streetwear Vietnam Male

LYOS's style is towards sophistication and a bit of Hi-end, a little bit of emphasis but not cumbersome and fussy Drawings that are a bit more liberal, not sacred to the realism are often appeared in LYOS products to satisfy the desire to give the product a bit of depth, as well as have valuable stories behind each design

- HBS:

From the name HBS a.k.a Hanoi Boyz Swagg, we can feel the boldness of Hanoi style in this Local Brand Established in 2012, HBS is a Hanoi Local Brand with many variations in products from darkwear style items to creative graphic tee

One of the most prominent items of HBS is the Coat Jacket “THERE IS A METHOD TO OUR MADNESS” This Local Brand Jacket is part of a collection combined with Vietnamese Street Style Group, which is highly appreciated by the fashion community for its ability to design and use ingenious materials.Item Coat Jacket is inspired by X- images Optical is unique in

medicine