Build and develop a fashion brand case study mattana brand

TR NG I H C M TP HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL MBAVB3 _ NGUYEN DANG HUNG BUILD AND DEVELOP A FASHION BRAND CASE STUDY: MATTANA BRAND MASTER PROJECT MASTER IN BUSINESS ADMINISTRATION (PART-TIME) Tutor’s name: Dr Bui Thanh Trang Ho Chi Minh City (2010) i DECLARATION I, Nguyen Dang Hung, hereby declare that this master thesis is my own original work and efforts Other sources of information used have been acknowledged Signature: NGUYEN DANG HUNG Date: February 20th, 2011 ii ACKNOWLEDGEMENTS First of all, I would like to thank my tutor, Dr Bui Thanh Trang, for his valued guidance and comments I want to thank Mr Dinh Quang Thien for his help in giving comments and helps I also would like to thank Ms Le Thi Ha Chi, supplain chain manager of Nha Be Corporation and her commercial group for their cooperation and spending time for this thesis My unforgettable thanks go to my wife who always support and encourage me during this time Finally, I’m grateful to my parents, my family whose patient love inspires me to complete this MBA program iii SUPERVISOR’S COMMENTS iv TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Introduction -1 1.2 Background -1 1.3 Statement of problem 1.4 Objective of study 1.5 Research questions -4 1.6 Data and Methodology 1.7 Scope of study 1.8 Structure of study CHAPTER 2: LITERATURE REVIEW -6 2.1 Introduction -6 2.2 Definition and role of brand 2.3 Different of Band in B2C and B2B 2.4 Build a brand 2.4.1 Brand building process: model of Philip Kotler -7 2.4.2 Brand building 2.4.2.1 Brand positioning -8 2.4.2.1.1 Targeted customer -8 2.4.2.1.2 Frame of reference -8 2.4.2.1.3 Point of difference 2.4.2.2 Designing Brand 2.4.2.2.1 Customer perception -9 2.4.2.2.2 Evaluating brand design -9 2.4.2.2.3 Brand systems -10 2.4.2.3 Brand meaning 10 2.4.2.3.1 Brand perspective 10 2.4.2.3.2 Triangulating brand meaning -11 v 2.4.2.3.3 Manage brand meaning -12 2.5 Marketing plan to develop brand -12 2.5.1 Product 12 2.5.1.1 Product quality -12 2.5.1.2 Product design -13 2.5.1.3 Product-support service -13 2.5.2 Price 14 2.5.2.1 Cost-based pricing -14 2.5.2.2 Competition-based pricing -14 2.5.3 Promotion -15 2.5.3.1 Sales promotion 15 2.5.3.2 Public relation 16 2.5.3.3 Advertising -16 2.5.4 Place -18 2.5.4.1 Channel organization 18 2.5.4.2 Location -19 CHAPTER 3: METHODOLOGY OF RESEARCH 21 3.1 Introduction 21 3.2 Research Design 21 3.2.1 Qualitative Research -22 3.2.2 Quantitative research -23 3.3 Questionnaire 23 3.4 Sample 24 CHAPTER 4: BUILDING PROCESS AND MARKETING PLAN TO DEVELOP MATTANA BRAND -25 4.1 Introduction of Nhabeco and Mattana brand -25 4.1.1 Company profile -25 4.1.2 The brand identity system of mattana -27 4.2 Sample description -28 vi 4.3 Brand building result -28 4.3.1 Brand positioning 28 4.3.1.1 Targeted customer -28 4.3.1.2 Frame of reference 30 4.3.1.3 Point of different -31 4.3.2 Designing brand 31 4.3.2.1 Customer perception 31 4.3.2.2 Brand system -32 4.3.3 Brand management 33 4.4 Marketing plan to develop brand -34 4.4.1 Product 34 4.4.1.1 Product quality 34 4.4.1.2 Product design -35 4.4.1.3 Product-support service -36 4.4.2 Price 38 4.4.3 Place -39 4.4.4 Promotion -40 4.4.4.1 Sales promotion 40 4.4.4.2 Public relation 42 4.4.4.3 Advertising -43 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 45 5.1 Conclusions and recommendations 45 5.1.1 General 45 5.1.2 Building process -46 5.1.3 Marketing plan -47 5.2 Limitation of the thesis 48 vii REFERENCES APPENDIX 1: QUESTIONNAIRE -APPENDIX 2: SURVEY RESULT -APPENDIX 3: AWARDS AND ACCOLADES -APPENDIX 4: ORGANIZATION CHART APPENDIX 5: BOARD OF DIRECTOR -APPENDIX 6: PRODUCTION CAPABILITY APPENDIX 7: LIST OF PROMOTIONS USED IN 2010 -APPENDIX 8: EVENTS PARTICIPATED IN 2010 -APPENDIX 9: MATTANA SHOP CHAIN viii LIST OF ABBREVIATIONS NBC Nha Be Corporation Nhabeco Nha Be Corporation B2B Business to Business B2C Business to Consumer BOD Board of Director ix LIST OF FIGURES Figure 2.1: cost plus pricing model -14 Figure 2.2: Channel organization models 19 Figure 3.1: Research design -21 Figure 3.2: Research process 22 Figure 4.1: The history of NBC from 1975 to 2008 -26 Figure 4.2: Key markets 26 Figure 4.3: Export turnover 26 Figure 4.4: targeted customer – age range 28 Figure 4.5: Targeted customer - Job function -29 Figure 4.6: Targeted customer - income level -29 Figure 4.7: Product charactestics -30 Figure 4.8: Point of difference -31 Figure 4.9: Customer perception – logo 31 Figure 4.10: Customer perception on logo’s color -32 Figure 4.11: Brand systems 32 Figure 4.12: Brand management 33 Figure 4.13: Product satisfaction range 34 Figure 4.14: customer loyalty 34 Figure 4.15: Product design -35 Figure 4.16: Fashion trend -36 Figure 4.17: product changing system 36 Figure 4.18: customer satisfaction on service -37 Figure 4.19: market segment -38 Figure 4.20: Price comparision -38 Figure 4.21: location of mattana shops -39 Figure 4.22: Sales promotion 40 Figure 4.23: Promotion perception -41 Figure 4.24: Promotion tools 42 53 – What is the logo of mattana? M Y AP P VT – What is the color of this logo? Black Grey Red Grey-Red Green – Can you select the products of mattana as below: T-shirt Tie Veston Coach Shirt Skirt Pant 10 – Have you ever bought any product of mattana? Yes No If yes, what kind of characteristics of mattana products you prefer? Business casual Look old Other (please specify): … Young-active Attractive 11 - According to you, what is the difference between mattana shop and other fashion shops? Same No idea Better service Nicer Higher standard 12 - Please indicate your level of agreement or disagreement to each of the following statements (1: strongly disagree, 2: Disagree, 3: Neither agree or not agree, 4: Agree, 5: Strongly agree) Satisfy when buying mattana products Mattana has a lot of design to allow customers have goods selections Mattana products follow the world fashion trend Continue to buy mattana products 13 – Have you ever changed any mattana product after bought it? Yes No If yes, Did you meet any problem for this changing? Where did you change this product? Same shop Different shop but in same city Yes No Different city 54 14 – Do you feel comfortable with the service of mattana? Yes What kind of services you like when buying from mattana shops? Consulting Attitude Selling style clean Fair Other (please specify)… No 15 – Have you ever gotten any sales promotion when buying mattana products? Yes No If yes, what kind of sales promotion did you receive? Discount Free gift Free service Other Where did you aware this promotion? Did not know until got it From internet From friends From newspaper Bonus Other 16 – Do you know any promotion that mattana used as below: Voucher Free gift Coupon Discount Commission Free service Loyalty bonus 17 – How you positioning mattana products (market segment)? Cheap Normal High level Luxury Other 18 – Compared to other brands in the same group, what you think about its price? Very low Low Acceptable High Very high 19 – Who is the image representative for mattana brand? Mr international Tien Doan Thuy Tien Ly Hung Hoai Linh specify) No one Other (please 20 – Where you often see advertisings of mattana? From newspaper Television Other (please specify) Magazine Fashion show 21 – Where can you find mattana shops? (multi choices) Department store Market Not easy to find Main street Supermarket 55 APPENDIX SURVEY RESULT Question number Answers Number of response Mattana 230 An Phuoc 230 Viettien 230 VietLong 130 F.House 50 Female 90 Male 140 Under 18 18-25 70 25-35 90 35-50 50 Over 50 17 Office 130 Technical field 50 Freedom 30 Managing 15 Others Under 50 5-10 110 10-15 40 15-30 20 Over 30 10 Nhabeco 150 Phu Thai 56 10 a 10 b An Phuoc Foreigner 15 Viettien 30 Others 35 M 150 Y AP P VT Don’t know 76 Black 67 Grey 31 Red 15 Grey-red 37 Green Don’t know 80 T-shirt 170 Tie 50 Veston 180 Coach 60 Shirt 230 Skirt 185 Pant 225 Yes 200 No 30 Business casual 190 Look old 15 Modern 40 Young-active 55 Other 57 11 12 a 12 b 12 c 12 d 13 a 13 b 13 c Same 40 No idea 25 Better service 45 Nicer 47 Higher fashion shop standard 43 Strongly disagree Disagree 23 Neither disagree or agree 142 Agree 30 Strongly agree Strongly disagree 40 Disagree 80 Neither disagree or agree 60 Agree 20 Strongly agree Strongly disagree 15 Disagree 40 Neither disagree or agree 89 Agree 47 Strongly agree Strongly disagree Disagree 15 Neither disagree or agree 120 Agree 50 Strongly agree 10 Yes 10 No 190 Yes No Same shop 58 14 15 a 15 b 15 c 16 17 Different but in same city Different shop in different cities Good consult 160 Professional service 70 Clean 190 Clear 130 Promotion 15 Other Yes 65 No 135 Discount 15 Gift 16 Added service 31 Other Card Until got promotion 50 From friend Others From internet From newspaper Coupon 25 Gift VIP card Discount 45 Commission Free service 47 Don’t know 130 Low level Normal 30 Mid-high level 155 59 18 19 20 21 High level 40 Luxury Very Cheap Cheaper 34 Same 145 Higher 45 Very high Mr International Tien Doan 145 Singer Thuy Tien Don’t know 85 Ly Hung Hoai Linh Other Newspaper 135 Television 89 Other Fashion magazine 145 Fashion show 25 Trade center 210 Market 35 Not easy to find 31 Main street 198 Supermarket 154 60 APPENDIX AWARDS AND ACCOLADES 1995 - 2002: Labour Medals of First, Second and Third ranking 1996 - 2009: "Vietnamese High Quality Product" Awards (organized by Saigon Marketing Newspaper; selected by consumers) 1998 - 2008: Competitive Flags of Government 2004: Received the title “Labour Hero” from the President for especially excellent achievements in the renovation period 2004 - 2008: Top 10 businesses in garment industry selected by the poll named “Typical businesses in Vietnam’s garment industry” (cooperate organized annually by Saigon Times and Vietnam Textile & Apparel Association) 2006: Independence Medal of First ranking 2008: One of the first 30 businesses were selected into the Vietnam Value program (presided over by the Ministry of Industry and Trade) 2008: “Total Excellent Business In Asia-Pacific” Award 61 APPENDIX ORGANIZATION CHART Production units  • • • • • • • Song Tien Garment JSC Binh Thuan - Nha Be Garment JSC Phu Thinh - Nha Be Garment JSC Garment JSC Binh Dinh Garment JSC An Nhon Garment JSC Cuu Long Garment JSC 62 • • • • Da Lat Garment JSC Tam Quan JSC NBN Nha Be JVC Newell Nha Be JVC Internal production units  • • • • • • • • Zone I Zone II Zone III Zone IV Binh Phat Factory Pleiku Factory Kontum Factory An Giang Factory Departments  • • • • • • • • • Planning, Trading, Import and Export Dept Financial Accounting Dept Personnel Dept Administration Dept Quality Control Dept Technology Dept Investment and Legal Dept Fashion Design Center Marketing and Supply Center Trading and investing units  • • • • • • • • • Nha Be Trading JSC Nha Be Commerce JSC Nha Be Garment Trading JSC Nha Be Northern Trading JSC Nha Be Consultancy and Technology JSC Nha Be Industry Construction JSC Nha Be Investment JSC Nha Be Real Estate JSC Nha Be Wash JVC 63 APPENDIX BOARD OF DIRECTORS – MANAGEMENT BOARD 64 APPENDIX PRODUCTION CAPABILITY • Key markets • Export turnover (mils USD) • Volume (monthly) o 200.000 Mens suits o 300.000 Womens suits o 500.000 Mens and Womens shirts o 600.000 Mens and Womens trousers o 150.000 Mens and Womens wool coats and jackets o 250.000 Mens and Womens Blazers o 150.000 Dresses o 250.000 Casual Pants and Denim o 100.000 Seam Seal and Casual Jackets o 1.200.000 Knitwear 65 APPENDIX LIST OF PROMOTIONS USED IN 2010 Celebration days of year: “Buying mattana products to get automotive motorbike” held in whole its shops, the event held from 20.12.2010 to 20.1.2011 Celebration of teachers’ day: “Buying mattana products to get motorbike and laptop” held from 8.11.2010 to 21.11.2010 Celebration of independent day: “Get T-shirt mattana products”, held from 20.8.2010 to 5.9.2010 free when buying 66 APPENDIX EVENTS PARTICIPATED IN 2010 Warm with mattana: an event to celebrate a new fashion collection of mattana with new coach, warm clothes focus on the northern market Attended “Vientnam high quality product tradeshow in Dongnai province”, from 10.8 to 15.8.2010 Attended “Fair for high quality products” held in Danang city from 31.8 to 5.9.2010 Attended “Made in Vietnam tradeshow” held in Haiphong from 26.11 to 30.11.2010 “Fun with mattana to get free gifts to celebrate world cup” held with the co-operation of 24h.com.vn newspaper, the event had successfully with over 55.000 people joined to predict the best team of 2010 Attended “International fashion fair” held in Hochiminh City from 3.7.2010 to 9.7.2010 Attended “High quality products fair” held in Nhatrang from 15.6 to 20.6.2010 Attended “Vietnam high quality products fair” held in Binh Dinh from 25.5 to 30.5.2010 Attended “Vietnam high quality product and export to PhnomPenh fair” held in Cambodia from 3.4 to 7.4.2010 10 Attended “Vietnam high quality products” held in Hochiminh City from 27.4 to 2.5.2010 11 “Mattana vs Calisto” event 12 Celebration chrismas and new year event, whole month of 12, 2010 13 Mattana gala dinner event 14 Attended “Vietnam golden star fair” in Hanoi 67 APPENDIX MATTANA SHOP CHAIN - Northern Ha Noi Lao Cai Yen Bai Phu Tho Hung Yen Quang Ninh Bac Ninh Hai Duong Hai Phong Thai Binh Nam Dinh Thanh Hoa Nghe An Ha Tinh Vinh Yen Centre Hue Da Nang Quang Tri Nha Trang Binh Thuan Southern Ho Chi Minh Vung tau Bien Hoa Long An Dong Thap Tra Vinh Can Tho An Giang Soc Trang Bac Lieu Kien Giang Ca Mau ... planning, brand analysis, brand strategy, brand building, and brand audit And brand building will be focused on this thesis to be analyzed the building result of mattana brand 2.4.2 Brand building According... analysis and evaluate the current situation of mattana brand based on: brand building process and marketing plan to develop brand - To provide recommendations to NBC in building and developing brand. .. of brand positioning, brand design, brand meaning and 4Ps (Product, Price, Promotion, Place) 2.2 Definition and role of Brand “Consumers view a brand as an important part of a product, and branding