Major basic marketing marketing plan for yi closet company limited

INTRODUCTION Yi Closet Company Limited is a young company that was launched in 2023, specializing in the production and supply of fashion for children aged 3 to 6 years.. With the slogan

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

Major: Basic Marketing

MARKETING PLAN FOR YI CLOSET COMPANY LIMITED

Task Assignment Table

Tran Doan Diệu Thư | 70%

Nộp bài sơ sài: 2 bài

Có tham gia tông hợp bài hoàn chính để nộp

II OBJECTIVES 2

2.1 Sales growth 2 2.2 Market expansion -0- 2020-00202 ne nee ne nes 2 2.3 Increase brand awareness 3 II MARKETING SEGMENTATION, TARGET MARKET AND POSITIONING IN YI CLOSET’S MARKETING STRATEGY 3 3.1 Market Segmentation 3 3.2 Target market - nn nnnn nnn cence ene nnn 4 3.3 Posifioning -~ -~-=~==============rr=rrr=rrrrrrmrrerrmrrrmrrrrrmrrrrrrmemmermerimem 4 IV MARKETING MIX (4Ps) 5

4.1, Product -5

4,2, Price - 2-222 nnnn nnn nnn nn nnn nnn nnn ence cen eens 7 4.3 Place 8 4.4, Promotion - 2-2-2 ono nnn nnn nnn nnn nn ncn ncn nce 8 V SWOT ANALYSIS FOR YI CLOSET COMPANY LIMITED - 9

5.1 Strengths 9 5.2 Weaknesses - 7-2 nnn nnn nnn nn nnn nnn nnn nnn nner nee 10 5.3 Opportunities II 5.4, Thr€afS -~ ~ -~-~~========r=rr==rrrmreerrmmeemeemrmmermer none II VI TAKE ADVANTAGE OF OPPORTUNITIES AND HANDLE CHALLENGES IN THE EXTERNAL MARKETING ENVIRONMENT - 12

VII ACTION PLAN - 14

7.1 Implementation Steps 14 7.1.1 Market Research and Data Collection (January - February 2025) - 14

7.1.2 Marketing Campaign Development (March - April 2025) - 15

7.1.3 Product Launch Events at Kindergartens (May - June 2025) - 16

7.1.4 Sales and Distribution Channel Expansion (July - September 2025) - 16

7.1.5 Evaluation and Strategy Adjustment (August - December 2025) - 17

7.3.4 Distribution Channel Expansion: - 19 7.3.5 Monitoring and Adjustments: 19 7.4 Measurement and Evaluation 20 7.4.1 Sales Performance: 20 7.4.2 Digital Engagement: - 20 7.4.3 Customer Satisfaction and Retention: - 20

I INTRODUCTION

Yi Closet Company Limited is a young company that was launched in 2023, specializing

in the production and supply of fashion for children aged 3 to 6 years With the slogan

“Selling innocence, giving outfits”, the company not only focuses on providing quality products but also aims to bring spiritual values, innocence, and joy to children through fashion

Figure 1.1 Yi Closet’s logo

Source: Yi Closet’s Facebook page The products of Yi Closet are diverse and rich, catering to the needs of parents with young children with various styles The company offers traditional products such as the

“Ao dai” and “Ao ba ba”, providing children with a sense of closeness to national culture

In addition, Yi Closet has also launched everyday clothing items like flower dresses and clothes to wear at home, suitable for children’s play and study activities Notably, products inspired by popular cartoon characters are also favored, making children more

excited and enthusiastic when wearing them Furthermore, the company provides some accessories such as shoes, sandals, and hats to complement the outfits

As of now, YI CLOSET has achieved sales of approximately 2,000 products each month This is a significant success for a new brand, demonstrating positive reception from customers The company aims to continuously improve and develop to expand its scale and increase revenue in the future

In summary, Yi Closet Company Limited was established with the mission of providing children with outfits that are not only beautiful but also safe and practical Yi Closet will continue to develop and innovate, continuously listening to and meeting customer needs,

in order to create sustainable values in the future

IL OBJECTIVES

The objectives of Yi Closet Company Limited for the period from January 2025 to December 2025 are clearly defined and specific, armed at promoting the sustainable development of the company

2.1 Sales growth

First, one of the most important objectives is to increase sales revenue Yi Closet aims to add 600 products sold each month, corresponding to a 30% growth in total monthly sales compared to the current time, reaching approximately 2,600 products sold by June 2025

To achieve this, the company will need to implement effective marketing strategies, combined with improvements in product quality and customer service This goal is not solely about increasing the number of customers but also requires Yi Closet to enhance the shopping experience for customers (e.g., delivery service, purchase consultation, post-sale support, etc.)

2.2 Market expansion

The second objective is to expand Yi Closet's market The company plans to penetrate two major cities, Hanoi and Da Nang, within the next 12 months This expansion will not only help increase brand awareness but also create opportunities to reach a larger potential customer base, especially parents with children aged 3-6 years To achieve this,

Yi Closet will need to conduct local market research, understand consumer trends, and adjust marketing strategies to suit each region Activities such as organizing events at kindergartens will be implemented to introduce products and build relationships with local customers

2.3 Increase brand awareness

Brand awareness 1s the level of familiarity and memorability of a target customer with a brand's product or service (X-DMAIC, 2023)

Another important objective is to enhance brand awareness Yi Closet aims to achieve 45,000 followers on social media platforms within the first six months of 2025 Building

a strong online community will not only improve the brand image but also strengthen relationships with customers, creating opportunities for interaction and feedback from consumers To achieve this goal, the company will implement creative and engaging communication campaigns, along with collaborations with influencers in the children's fashion sector

In summary, the objectives of Yi Closet Company Limited focus not only on increasing sales but also on building and reinforcing the brand in the minds of parents with young children These objectives will be executed consistently and continuously throughout

2025, laying a solid foundation for the company's sustamable development in the future Ill MARKETING SEGMENTATION, TARGET MARKET AND POSITIONING

IN YI CLOSET’S MARKETING STRATEGY

3.1 Market Segmentation

Yi Closet Company Limited identifies its market segmentation based on important criteria to optimize customer reach and meet their needs The primary target audience for the company consists of parents with children aged 3 to 6 years These parents are typically highly conscious of safety and product quality for young children Specifically, the target customer base focuses on two age groups of parents:

¢ Young Parents (under 35 years old): This group tends to seek modern, stylish, and trendy fashion products They are more receptive to information through social media channels and have a high capability for online shopping

«ồ Middle-Aged Parents (35-45 years old): This group prioritizes safe, durable products that align with cultural and traditional values They often look for products that can be used long-term and offer good value for money

3.2 Target market

The target market of Y1 Closet Company Limited includes those customers interested in children's fashion Additionally, they have a habit of online shopping and frequently participate in events for children, such as fairs and fashion shows This opens up opportunities for YI CLOSET not only to provide products but also to create an enjoyable shopping experience for both parents and their children

The brand with the slogan "Selling innocence, giving outfits" demonstrates YI CLOSET's commitment to bringing innocence and joy to children through each outfit Yi Closet wants each product to be not simply clothing but also a part of children's beautiful childhood memories, helping them express their own personality and style

To have this position in the customers’ points of view, the company will focus on effective communication through online channels such as social media, online advertising, and e-commerce platforms Product imagery will be meticulously crafted to convey freshness, creativity, and safety

Through these efforts, Yi Closet aims to establish itself as a trusted destination for parents seeking fashionable products for their children, while also creating a community that loves children's fashion This will not only enhance brand recognition but also foster

a deep connection with customers, promoting sustainable growth for Yi Closet in the future

IV MARKETING MIX (4Ps)

In the increasingly competitive landscape of children's fashion, the marketing mix, commonly known as the 4Ps, plays a crucial role in shaping the market entry strategy of

Yi Closet Company Limited The 4Ps include product, price, place, and promotion, all designed to align with the needs and desires of the target customer

4.1 Product

Yi Closet Company Limited proudly offers a diverse range of children's clothing designed not only to meet aesthetic needs but also to ensure safety for young children The product line includes traditional garments such as "áo đài” and "áo ba ba," everyday outfits like floral dresses and sets, as well as clothing inspired by beloved cartoon characters Yi Closet meticulously crafts each product using safe, soft, and breathable materials to ensure maximum comfort for children

Figure 4.1 “Ao ba ba” product

Source: Yi Closet’s Facebook page Figure 4.2 Floral dresses product

Source: Yi Closet’s Facebook page Figure 4.3 Costume inspired by the cartoon character Ponyo

Source: Yi Closet’s Facebook page Product quality is paramount, with the goal of creating beautiful yet durable clothing Yi Closet's design team continuously monitors the latest fashion trends and listens to customer feedback to improve and innovate products Additionally, the company implements a 15-day return policy, allowing parents to feel more secure when selecting items for their children The combination of quality, safety, and aesthetics has led to unique products that cater to the needs of children while meeting parents’ expectations

4.2 Price

Yi Closet Company Limited's pricing strategy is built on the foundations of competitiveness and flexibility The price range for products varies from 100,000 to 250,000 VND, which not only attracts average income level is quite good customers but also creates a perception of value for the products The company understands that in

today's market, parents are not just looking for clothing; they want to invest in their children's development and comfort

In addition to establishing reasonable prices, Yi Closet also applies discount policies for bulk orders and seasonal promotional campaigns These initiatives not only encourage customers to buy more but also provide opportunities for them to experience a wider variety of products from the company's collection A well-calibrated pricing strategy and flexible promotional tactics will help YI CLOSET strengthen customer loyalty and expand its market share

4.3 Place

Yi Closet Company Limited employs a diverse distribution strategy to effectively reach its customers The company has a physical store in Ho Chi Minh City, where parents can not only view and try on products but also recetve personalized advice from sales staff However, to meet the increasing demand for online shopping, Yi Closet places significant emphasis on developing its online sales channels through major e-commerce platforms such as Shopee, TikTok Shop, This approach not only broadens market reach but also facilitates convenient shopping for customers, especially in this digital age

Additionally, the company also partners with mom and baby stores to increase the brand's presence in the community Building partnerships with these stores will help Yi Closet expand distribution channels and build trust with customers through reputable retail locations

4.4 Promotion

The promotional strategy of Yi Closet Company Limited is designed to create a strong brand identity and attract the attention of parents The company will implement online advertising campaigns via social media platforms such as Facebook andTikTok, where the target customers are highly active The advertising content will be creatively crafted

to be engaging and informative, reflecting the brand's dynamic and modern spirit

Yi Closet also plans to organize events at kindergartens, directly introducing products to parents and children This not only provides an opportunity to enhance customer interaction but also helps the company make a positive impression through real-life experiences Promotional programs such as "Buy 2 Get | Free" and discounts for larger orders will be implemented to encourage customers to try out the products Notably, collaborating with influencers in the children's fashion industry will help boost credibility and draw attention from parents, thereby fostermmg a community that loves and engages with the brand

Overall, the marketing mix of Yi Closet Company Limited is designed to be cohesive and flexible, effectively meeting customer needs while creating sustainable brand value in consumers’ hearts The strategies within the 4Ps not only help the company maintain competitiveness in the children's fashion market but also contribute to the long-term development of the brand With a clear strategic vision, Yi Closet will continually strive

to affirm its position in the eyes of customers and within the children's fashion industry

V SWOT ANALYSIS FOR YI CLOSET COMPANY LIMITED

SWOT analysis is an important tool that helps businesses assess their position in the market, thereby developing appropriate strategies For Yi Closet Company Limited, conducting a SWOT analysis not only helps identify internal factors but also explores opportunities and challenges from the external environment

5.1 Strengths

Yi Closet Company Limited possesses several notable strengths that help the company secure a solid foothold in the children's fashion market First, the company’s products are known for their high quality and unique designs The clothing is made from safe materials, friendly to the sensitive skin of young children This not only meets parents’ safety needs but also establishes trust and loyalty among customers, a crucial factor in the children's fashion industry

Secondly, Yi Closet has a creative design team that continuously updates trends and market demands The products are not only diverse in style but also exhibit attention to detail The company offers a wide range of clothing, from traditional outfits like the ao dai and ao ba ba to modern styles like floral dresses, casual wear, and outfits inspired by cartoon characters, catering to the varied needs of children aged 3 to 6 This diversity not only attracts many parents but also allows Yi Closet to easily create new collections that

capture customer attention

Another strength is the flexible and creative marketing strategy Yi Closet has utilized social media platforms like Facebook and TikTok to promote its products, fostering interaction and connection with customers This helps enhance brand recognition within the community of young parents

5.2 Weaknesses

However, Yi Closet faces several notable weaknesses First, this brand is still new to the market, with low brand recognition This can pose challenges in attracting customers, especially in a landscape filled with established and beloved brands The lack of a compelling brand story can make it difficult for Yi Closet to build trust with potential

customers

Additionally, the limited distribution channels are another hindrance to the company’s growth Currently, Yi Closet has only one physical store in Ho Chi Minh City and sells through a few e-commerce platforms like Shopee and TikTok Shop The lack of presence

in major cities, such as Hanoi and Da Nang, may reduce the potential to reach a larger customer base Expanding distribution channels and building a retail network are

necessary steps to strengthen market presence