xây dựng kế hoạch marketing cho sản phẩm giầy thể thao mang nhãn hiệu SHOLEGA của công ty da giầy hải phòng eng

Xây dựng Kế hoạch Marketing cho sản phẩm Giầy Thể thao mang nhãn hiệu SHOLEGA Công ty Da Giầy Hải Phòng MARKETING 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 PART 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 rooms, original and professional factory 08 joint ventures and outsourcing manufacturing partners in Taiwan and Japan, exports each year from 4-5 million kinds of products, to countries in the EU and U.S PART Marketing Strategies for Footwear Products, SHOLEGA brands of Haipong Footwear Company I Product’ s Name - SHOLEGA.PASS, Sport Footwear II Target Markets and Customers 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 + 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 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: - 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 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 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 - Most of customers who gained medium income that managed enough their monthly spending targets Enterprise ‘s current Situation Analysises: Organizational outstanding benefits Organizational Weakness Products - Quality There have the toughness, good Shoes’ sole is slightly rough strength, smooth legs, buffer pads and heavy absorb moisture, heating presses soles - Packing and that should be very sure Styles There have the trendy, stylish, Not many new and varied powerful sporty style that fits the designs slender shapes of the shoes, along with No improvement in their own rising shoe combined with the stability methods of the shoes give customers extremely Prices comfortable feeling Suitable with medium and high Not having served the low- Distribution income’s customers There are extensive income customers distribution Untapped potential of each Ad & channels in the market distribution channel Extensive communication channels, The ad is not totally deep Promotions regular promotions sensity that stimulates customer spirits Techs Modern techs that apply the advanced equipments and tech requirements in Brand the world Bearing in customer’s deep minds for a Management long time Being leading industrial experts, with No talented staff and have creative works management subordinates to life's motivate employees in their work Competitive Rivals’ Analysises Organization Biti’s Well durable, surely Products - Quality Vento Well durable, be sure to light and supple Well durable with adapt in all environmental good quality and every occasions that conditions, whether high load-carrying fit in the natural imported from the best capacity environment gently sources in the water, easy to clean, good strength - Packing & Styles With young, dynamic, soft Elegant and chic, colors, stylist ladylike styles, Sample code is not various designs diverse and rich, elegant contours and Prices Distribution Highly Medium Dealers, shops, High supermarkets, network, trade center politeness Medium Supermarkets, fairs, Shoppings, business exclusive agents centers Ad & Promotions Through media, such as: Media channels, Televisions, flyers, television, radio, such as: television, stickers, posters newspapers, internet newspapers and Performances with regular internet Frequency promotions Promotions often performances with fewer promotion Techs Brands Management Up-dated Leading Experienced Up-dated Leading Experienced campaigns Outstanding Professional Medium III SHOLEGA POSITIONING: The Usages and benefits of the product: - 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 Market Segments and Target Market Choice Analisises: Market Segment: Life Style Luxury Good quality product, Dynamic Product quality Simple Good quality, durable, beautiful, durable styling is durable, simple sophisticated designs youthful, energetic, sensitive designs Researching and luxurious colorful, rich Benefits Demonstrating variety of species individual style and suitable for young class people Customer Behaviors Supermarket, Supermarkets, Markets, exclusive agents, shops, exclusive supermarkets, shops commercial centers agent and dealers Buy low-frequency Average purchasing high purchasing frequency Medium frequency Low Quitely high Loyal Volume Over medium, Medium, under Nike, Adidas, Puma medium Sholega, Biti’s medium Vento 45% 15% 10% Incomes Brands high Market Shares Target Market, Choosing Analysing: Customer Groups Luxury Dynamic Small percentage Large proportion A higher Increased growth, small Growth, large volume percentage Attractive volume Competing with the Slow growth Competing with products Compete with Coponents leading brands inferior position cheap products of Technology in the Modern technology average quality saturation stage and available, easy to price Low up date Growth & Size research should not be able stability, high Capacities and Targets Simple technology to compete in this competitiveness segment Investing all resources for Sufficient resources to Not eligible to R & D, not enough acquire middle-income meet the target of resources for this client market pretty, get attracting group resources invested in R investment & D activities resources for R & D activities Market Targeted Marketing Segment Targets: Dynamic Market Segment Terms Market Shares Targets 20 % Market Segment Thu nhập trung bình thuộc nhóm đối Communication tượng động TV: VTV1 & VTV3 THP channels Newspaper: Marketing and family, sports, youth, youth Doanh số Internet: mua&sam.com, 123mua.com, Marketing and family, sports, youth, youth Product Demand Forcasting • Domestic Footwear Market Facing 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 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 10 Association) Year Total Total Domestic Consumption (1000pair) Consumption ( 1000pair) 2011 2012 2013 53.800 58.600 65.000 18.057 21.645 25.000 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 Year Target Total Demands 2014 2015 2016 ( 1000 pair) ( 1000 pair) ( 1000 pair ) 72200 79781 88397 144000 159562 176794 Although the domestic market, enterprises have the ability, the capacity to produce Market Share ( 20%) large quantities to meet demand, but not actually occupy the market and meet the needs of even in its domestic market, the main reason is due to the solvency of the people, the domestic producers have not focused on developing the domestic market, the production cost of enterprises higher domestic According to the recent reports of the Vietnam Leather and Footwear Association, the 2016, the only business in the country to supply about 50% of the actual needs of the entire domestic shoes market Thus, the space of the domestic market and the future is now very large, and must be exploited and satisfy (at risk of being overwhelmed import market As such, the current import market accounting more than 40% of the domestic market) Expected Revenue and Income Table of projected sales, costs, profits based on sales forecast of 10,000 pairs / month and total investment of 20 billions Year 2014 2015 11 2016 Target ( VND, bils) ( VND, bils ) ( VND, bils ) 36 39,6 43,5 21,6 23,7 26,1 14,4 15,9 17,4 Expected Revenue Expected Expense ( 60% revenue) Expected Income Capital Controls With the Break – even equation, below: Break-even point= Fixed costs/(1-Variable costs)= Break-even Sales = 20000000000đ/180000đ =111.111 products V MIXED MARKETING DETAILED PLANS • Along with SHOLEGA brand, product line strategy SHOLEGA.PASS use "market leader" sneakers for dynamic objects above average income • Based on the following basis: • PASS product line is high quality, applying modern technology with affordable prices of the majority of the people of Vietnam • Designs fashion, elegance is enhanced and upgraded regularly in line with today's dynamic market • Sponsored the brand's 54 years of professional production of sports shoes of Hai Phong Footwear Company Product Name: SHOLEGA.PASS Dêp benefits: Self characteristics and dynamic appearences Expected targets: Satisfy the desire for good quality shoes, dynamic designs at the right price The meaning of SHOLEGA.PASS, following: + PASS is SHOLEGA new product lines to provide high-quality products to market dynamics with incomes above the average in the domestic market + As the compound word: POWER-ACTIVE-STRONG-SPORT + PASS meaning: "Overcome challenging matter who you are." + PASS tonal readability closer to Vietnamese accent 12 + PASS converge all the spiritual elements that bring products to customers + PASS wish everyone in the audience to join them in social dynamic, healthy, thriving and overcome all challenges Products Characteristics: + Structures: sawn lengthwise, PVC material, suede, durable, supple, cool, flexible outer shell is a three-dimensional sphere + Its product Natures: lightweight, durable, good moisture absorption, flexibility in use + Designed Style: powerful, dynamic, elegant, youthful trends with more colors and variety of shapes, continuous improvement + Functions: used in sport activities, fashion in streetwear + Suitable volume: Consistent with all of the objects in the target market + Product durability: highly durable, suitable for all operating environments Price Objective: Deeply Access Fully capture and manage active sports shoes markets for middle-income class and above Adjustment: The first step will make the average price to match the chosen target market, then the price will be adjusted depending on business performance, the elasticity of the market in the near future The price ranged: 300000-600000 VND / pair Producers Place, distribution Channels Business Agencies Importers and Retailers Sale Agencies Large Retailers Super Markets Sport Stores Franshing Shops Footwear Shops 13 Customers Business organizations Footwear Shops Internet Product Distribution are delivered and applied to each business terms and Be adjusted depending on the business seasons, by the time sensitive events to suit customer needs Advertising and Promotion Campaigns Advertising Schedule : Through Advertising Channels - TV: + VTV1 alternating at 8:30 in the primetime drama + VTV3 at 7:30 before the sports program + THP at 7:45 before the program The Hai Phong - Radio: + FM broadcast at 10:30 on the show sporting events - Newspaper: + Sports, Marketing family, youth, youth - Internet: + Site Sholega.com, tuoitre online, vatgia.com, buy & ban.com, 123 mua.com - Letter to the organization offers - Financial support for sports programs on television like Sports 360 - Invite a spokesperson for the product (invite promising young players in the domestic sport markets) Promotion Campaigns: - The sweepstakes when buying products - Sales BONUS: All, Hats, T-Shirts - Discounts for buyers of the major holidays * Marketing budgets : The company expects to spend budgets for marketing activities is: 10% of total revenue 14 CONCLUSION In the market economic context, Marketing Strategies concerned the important strategies that could not lack from any organizations during their operating and developing processes With the requirements that evaluated highly increased with qualified products and satisfied supplies, customers always feel comportable and loyal with enterprise products and Sholega brand To get these above outstanding benefits, enterprise not only concerns about qualitified products but also its strategic marketing purposes Sport Footwear SHOLEGA is kind of dynamic, lightweight, durable athletic shoes that fit is evaluated in accordance with the athletes, sport, more affordable prices are also consistent with the Viet Nam Consumption Market However, to be able to dominate the markets, enterprise needs a marketing strategy that is reasonable to attract new customers To make a successful marketing strategy, need effective collaboration among the members of the Marketing and Market Management They must correctly identify the target market and offer appropriate products in design, price, promotional and reasonable advertising programances Within this report, IV Group has concentrated on plan “Marketing Strategic Planning for Sholega Brand of Haiphong Footwear Company” based on theorical knowledge that we have received from sybject and lecturer During our research, we could get our mistakes of knowledge and supporting ideas, thus we would like to receive lecturer enthusiasm and helps And then, we would improve our knowedge and experience helpful to our management and business Once more time, we are grateful 15 to our lecturer, Dr Dang Ngoc Su for his love and lecturing enthusiasm to spead us his Marketing techniques and knowledge REFERRENCES Marketing Management Stydying Sources Lectuers of “International Marketing Management ” Philip Kotler Documents from Haiphong footwear Company 16 ... the best capacity environment gently sources in the water, easy to clean, good strength - Packing & Styles With young, dynamic, soft Elegant and chic, colors, stylist ladylike styles, Sample code... Management Up-dated Leading Experienced Up-dated Leading Experienced campaigns Outstanding Professional Medium III SHOLEGA POSITIONING: The Usages and benefits of the product: - Sporty styling, dynamic,... 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