To meet the Human –Being demands, Haiphong Footwear Compnay has upgraded their qualified footwear products, SHOLEGA brand with high quality, nice samples, reasonable prices with medium c
Trang 1MARKETING STRATEGIC PLANNING FOR SHOLEGA BRAND OF HAIPHONG
FOOTWEAR COMPANY
Introduction
In Economic World Globalization and Achievements, Human – Being have strongly improved and achieved to match developing chains of Socities and Economic Targets Therefore, the needs of improved living standard increasingly, such as: entertainments, physical cares, that are highly concerned in this modern and busy life.
To meet the Human –Being demands, Haiphong Footwear Compnay has upgraded their qualified footwear products, SHOLEGA brand with high quality, nice samples, reasonable prices with medium class of Vietnam Customers
Our group has choosen this topic to build our Marketing Strategic Plannings for these products on Vietnam Market to introduce our product’s quality, healthy funtions which are conquering Vietnam high quality footwear markets.
Because of limited time schedules and researching documents, we could leave our mistakes in this reasearching report Do hope to receive lecturer’s sympathies and inducts to help us complete our managing experiences and Marketing knowledge
Trang 2PART 1 ENTERPRISE INTRODUCTIONS
Confident steps to the top
HAIPHONG FOOTWEAR COMPANY
Trade Mark: SHOLEGA
Address: 276 Hang Kenh, Phuong Hang Kenh - Quan Le Chan - T.P Hai Phong Tel: 031 3940914; Fax: 031 3940716
Email: ctdagiayhp@hn.vnn.vn
Website: www.sholega.com
Established date: 19/5/1959
Hai Phong Footwear Company is a state-owned enterprises have traditionally been 54 years of production, imported and exported footwear, leather goods, leather, cloth, leather processing and products, with leather and other raw materials, auxiliary materials - Garment technology - Education, training footwear, garments, fashion design templates and other popular craft -Production of packaging, general printing -Import and export of materials, supplies, equipment and spare parts, construction materials, consumer goods industry and other commodities.- Export freight services and logistics - Building industry and civil works, civil works and infrastructure, housing development and real estate business and construction materials business – Trading and services The organizational structure of the company now has 9 rooms, original and professional factory 08 joint ventures and outsourcing manufacturing
Trang 3partners in Taiwan and Japan, exports each year from 4-5 million kinds of products, to countries in the EU and U.S
PART 2 Marketing Strategies for Footwear Products, SHOLEGA brands of Haipong Footwear Company
I Product’ s Name
- SHOLEGA.PASS, Sport Footwear
II Target Markets and Customers
1 Analysis of Target Markets
1.1 Consumption Volume:
After differences of Global Economic Crisis, the World Footwear Markets have overcome Value of Consumption’s Volume has been sharply increased, through these figures:
+ Orders between firms increased significantly;
+ The market Demands in Footwear and Fashion sharply increased, matched with several price levels of customer demands;
+ Industrial Brand is significantly increased;
+ Producer’s Markets are widely expanded;
The speading powers from large markets had entered to small retailed markets creating a major development in the domestic and abroad competitive markets
1.2 Footwear Industrial Trends
Several trends of footwear products that accessing customers:
+ Renewed trends:
Sports shoes products are always accompanied by the more fashionable and technical characteristics for each specific sport disciplines
+ Daily life trends:
The images of the famous sports athletes encourage participation in the sport and the aggressive advertising of the leading brands have affected shopping habits of consumers
+ Market Segment Trends:
Sports footwear segment is dominated by the kind of sports shoes used for regular purposes, used for hiking or sports shoes with high technical characteristics
Trang 4+ Product Trends:
Trends in the use of footwear from formal to relaxed, easy going and continue to increase in the consumer world Weight sandals and lighter shoes become more comfortable and go lighter and brighter colors with black or brown only
1.3 Market Segment
- Luxury Consumption Gorup: They usualy buy in store exclusive, genuine, high price, product quality, luxury design
- Active consumption Group: They usually buy in store, dealer, average price, and fashionable style
- Medium Stylish Consumption: They usually buy at shops, agencies, traditional markets with low prices and simple requirements of styles and designed appearances
1.4 Target Markets:
The market segment with customer groups of active life style and medium income gained
2 Target Customer’s Analysis:
2.1 Demands/Human – Being Need Evaluations
- Beauty products, fashion, quality, affordable suit youthful dynamic style of youth
- Diversified product many kinds, many colors with different sizes to suit each audience
- In addition to, the normal functions dedicated to the technologies associated with the auxiliary
2.2 Product’ Attractive Components:
- The soles have high elasticity that does not affect the foot, leg joints when moving
- Cushioning, leather massage classes outside the convex and concave design flexibility, hugging both legs but still comfortable to make the move and the maximum limit of common injuries
- Design youthful, elegant, subtle lines brought me to enjoy the intangible value
of the product
2.3.Experienced Benefits:
Trang 5- Good quality and dynamic design, many special colors such as pure white soft, high elasticity, can be cleaned with water, can be used in the case of wet weather event
- Products have many different types of sizes, affordable prices which are suitable for all consumers
- Lightweight, easy to use, convenient, fashionable products that suit the young people
2.4.Consumption Decisional Behaviors:
- Products are displayed and arranged according to a certain style, is placed
in the eye-catching shelf
- To be sold in the supermarkets, fashion shops, shops, business center, exclusive agencies
2.5.Spending Budgets
In medium accasion, monthly there is about 1-1,5 bils VND paid for one individual needs In which, there estimated twice times for their footwear purchasing per year with 300.000- 600.000 VND of potiential customers Therefore, an average consumption is about 600.000-1.200.000 VND for footwear purchasing
6.Customer’s excepted Marketing Organizations:
There are many marketing forms used in branding and product promotion strategy and customers who care more advertising on TV, such as the channel VTV1 & VTV3, the electronic message, such as:tuoitre online, buy & sam.com, thoibaokinhte, In addition, it also has other ways of marketing directly to customers
7 Product’ Beliefs:
Customers who always desire to be servied with high qualified products as well as deversitied styles, reasonable prices and healthily functional products Nowadays, there avalably upgrade products that meet these above requirements so it would be more competitive with Sholega in footwear markets
8 Customer, several evaluations:
- Sholega’s target customers whose belong mostly in active living style with medium aged at under 35 old
- Customers are students, people who have physical life, excercises and habits Usually jointing into Gym Clubs, Sport teams and physical groups
Trang 6- Most of customers who gained medium income that managed enough their monthly spending targets
3 Enterprise ‘s current Situation Analysises:
Organizational outstanding benefits Organizational Weakness Products
- Quality
- Packing and
Styles
There have the toughness, good strength, smooth legs, buffer pads absorb moisture, heating presses soles that should be very sure
There have the trendy, stylish, powerful sporty style that fits the slender shapes of the shoes, along with rising shoe combined with the stability
of the shoes give customers extremely comfortable feeling
Shoes’ sole is slightly rough and heavy
Not many new and varied designs
No improvement in their own methods
Prices Suitable with medium and high
income’s customers
Not having served the low-income customers
Distribution There are extensive distribution
channels in the market
Untapped potential of each distribution channel
Ad &
Promotions
Extensive communication channels, regular promotions
The ad is not totally deep sensity that stimulates customer spirits
Techs Modern techs that apply the advanced
equipments and tech requirements in the world
Brand Bearing in customer’s deep minds for a
long time
Management Being leading industrial experts, with
talented staff and have creative works
No management life's subordinates to motivate employees in their work
Trang 74 Competitive Rivals’ Analysises
Products
- Quality
- Packing &
Styles
Well durable, be sure to adapt in all environmental conditions, whether imported from the best sources in the water, easy to clean, good strength
With young, dynamic, soft colors, stylist
Well durable, surely light and supple good quality and high load-carrying capacity
Elegant and chic, ladylike styles, various designs
Well durable with every occasions that fit in the natural environment gently
Sample code is not diverse and rich, elegant contours and politeness
Distribution Dealers, shops,
supermarkets, network, trade center
Supermarkets, fairs, exclusive agents
Shoppings, business centers
Ad &
Promotions
Through media, such as:
television, radio, newspapers, internet Performances with regular promotions
Media channels, such as: television, newspapers and internet
Promotions often
Televisions, flyers, stickers, posters
Frequency performances with fewer promotion campaigns
III SHOLEGA POSITIONING:
The Usages and benefits of the product:
Trang 8- Sporty styling, dynamic, suitable for all types of customers want to express their own personality
- Applying advanced technology with the aim of protecting their customers' health
- Made from the finest ingredients, in line with international standards
Products SHOLEGA.PASS shoes are differences, such as utility and benefit to our positioning on shoes SHOLEGA.PASS:
"Being the product brand that protects the health, time challenge endurances and space, helping consumers have the best experiences with affordable and appropriate."
IV EVALUATIONS OF REVENUES AND INCOMES
1 Market Segments and Target Market Choice Analisises:
1 Market Segment:
Researching
Benefits
Good quality product, durable, beautiful, sophisticated designs and luxurious
Demonstrating individual style and class
Product quality durable styling is youthful, energetic, colorful, rich variety of species suitable for young people
Good quality, durable, simple sensitive designs
Customer
Behaviors
Supermarket, exclusive agents, commercial centers
Buy low-frequency
Supermarkets, shops, exclusive agent
Average purchasing frequency
Markets, supermarkets, shops and dealers
high purchasing frequency
medium
Medium, under medium
Brands Nike, Adidas, Puma Sholega, Biti’s Vento
Trang 92 Target Market, Choosing Analysing:
Growth & Size Small percentage
Increased growth, small volume
Large proportion Growth, large volume
A higher percentage Slow growth
Attractive
Coponents
Competing with the leading brands
Technology in the saturation stage and research should not be able
to compete in this segment
Competing with products inferior position
Modern technology available, easy to price stability, high
competitiveness
Compete with cheap products of average quality Low up date technology
Capacities and
Targets
Investing all resources for
R & D, not enough resources for this client group
Sufficient resources to acquire middle-income market pretty, get resources invested in R
& D activities
Not eligible to meet the target of attracting
investment resources for R &
D activities
Market Targeted Dynamic Market Segment
3 Marketing Segment Targets:
Terms Targets Market Shares 20 %
Market Segment Thu nhập trung bình và khá thuộc nhóm đối
tượng năng động
Communication channels
TV: VTV1 & VTV3 THP Newspaper: Marketing and family, sports, youth, youth
Internet: mua&sam.com, 123mua.com,
Doanh số Marketing and family, sports, youth,
youth
4 Product Demand Forcasting
Domestic Footwear Market.
Trang 10Facing changing trends of footwear industry in the region and the world, leather industry Vietnam continuous development, innovation, intensive investment for export and domestic consumption In recent years, many companies produce new footwear business was established, the investment in new businesses, expand production and constantly growing both in width and depth, especially in the business leading the footwear industry in Vietnam such as Vento, Biti's has developed a powerful, they have a team of skilled workers machinery and modern style to work better, so they're going to dominate the domestic market The product development of domestic companies with foreign products imported into Vietnam market (with different paths) has created a diverse, rich product on the market footwear and creating fierce competition in the market
Vietnam market with over 80 millions population, of which up to 60% of the population of working age children (demographic), if only the number of shoes for the youth, the number of annual consumption is 48 to 72 million pairs (if the user average
1 1 to 1.5 pairs / year)
With this demand shows the demand of this market can be up to 80 to 120 million pairs sold each year Meanwhile, the current consumption in this market now about 65 million pairs of new (equivalent to 65% of needs), of which only about 25 million pairs of the product by the domestic business real production, the rest is imported illegally occupied
To see the actual situation, we can see the data table below (surveys of Footwear Association)
Year Total
Consumption (1000pair)
Total Domestic Consumption ( 1000pair)
Looking at the above table shows annual sales volume to grow at an average rate of 10.8% of consumption by the manufacturing companies increasingly tend to rise faster (with growth of 27% / year) With this growth in forecast 2016 production of shoes by the domestic producers supply in the domestic market and the proportion accounted for the company's market:
Table of forcasting Marketing Demands