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Assignment 1 of the Marketing Planning and process subject will make readers understand the role of marketing in an organization, which main research object is HM company. It is a global fashion group and has a significant influence on the fashion industry. Marketing is known as a department responsible for representing the companys image in front of the community and society. In the current context, the Covid19 epidemic is still very complicated. Therefore, marketing becomes more critical for every company to pay attention to new customers and maintain relationships with loyal customers. This article will dig deep into modern marketing research and its process to demonstrate its necessity for businesses, especially HM.
ASSIGNMENT FRONT SHEET Qualification BTEC Level HND Diploma in Business Unit number and title Unit Marketing Planning and Processes Submission date 26/10/2021 Date Received 1st submission Re-submission Date Date Received 2nd submission Student names & codes Pham Van Luong- GBD201449 Group number: Final scores Signatures 1.1 Bui Quang Huy- GCH200751 Dang Thuy Trang- GBH200743 Dinh Hai Trang- GBH200790 Le Quang Hiep- GBH200777 Class Student declaration GBH1007 Assessor name Dang Son Tung I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism I understand that making a false declaration is a form of malpractice P3 2.1 P4 P5 M3 M4 M5 D2 D3 D4 OBSERVATION RECORD Student Pham Van Luong 3.1 Description of activity undertaken Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Date: Assessor Date: signature: Assessor name: Student Bui Quang Huy 4.1 Description of activity undertaken Assessment & grading criteria How the activity meets the requirements of the criteria Student Date: signature: Assessor Date: signature: Assessor name: Student Dang Thuy Trang Description of activity undertaken 5.1 Assessment & grading criteria How the activity meets the requirements of the criteria Student Date: signature: Assessor Date: signature: Assessor name: Student Dinh Hai Trang Description of activity undertaken 6.1 Assessment & grading criteria How the activity meets the requirements of the criteria Student Date: signature: Assessor Date: signature: Assessor name: Student Le Quang Hiep Description of activity undertaken 8.1 Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Assessor signature: Assessor name: Date: Date: ❒ Summative Feedback: ❒ Resubmission Feedback: 9.1 Grade: Assessor Signature: Internal Verifier’s Comments: Signature & Date: Date: Part A: Competition Analysis (H&M and Zara) 11 Product 11 Price 12 Place 13 Promotion 13 People 14 Process 15 Physical Evidence 16 Part B: Marketing plan 17 Executive summary 17 Situation analysis 18 2.1 Market analysis 18 2.2 Major segments 18 2.3 Review customer needs 19 2.4 Marketing environment 19 2.5 Review of competition 19 2.6 SWOT analysis and Competitive advantages 19 2.6.1 Strengths 20 2.6.2 Weaknesses 20 2.6.3 Opportunities 20 2.6.4 Threats 21 (Donaldson, 2021) Collaboration with KOLs Vietnam has a large number of young people between the ages of 18 and 24 who are young, vibrant and eager to learn They like to follow trends set by influencers, often referred to as key opinion leaders or KOLs Therefore, influencer marketing is increasingly popular in Vietnam On average, an effective influencer marketing campaign The result can bring 6.5 times more revenue expenses spent (7SAT, 2020) The company will invite KOLs to combine fashion influencers such as Chau Bui, Khanh Linh Chau Bui is an influence on young people and has a trendy style of dress, so in this collaboration with KOLs, Chau Bui will make a vlog to introduce new products and how to mix clothes And Khanh Linh is a follower of fashion, with a trendy dress style, Khanh Linh (Co em Trendy) will take the cover photo for the magazine and take a set of photos for the winter photo series To create a boom in image as well as customers in Vietnam can identify the brand and the product is clearer Furthermore, the business is considering supplying KOLs with a comprehensive variety of limited-edition Zara items to offer as gifts to their followers or to promote the line a brand-new episode As a result, the brand will be able to attract a wider range of clients, increase its appeal, and contribute to the development of the KOL market in Vietnam (Do, 2020) (Bao nien, 2021) Social media promotions Digital marketing is crucial to the success of any marketing campaign Times have changed and so has the way businesses interact with consumers We live in a world where anything can spread on the Internet at breakneck speed For example, Facebook has about 68 million users in the Vietnam market, this is the most popular and leading social network in Vietnam with users of all ages Next is Instagram with million users (mostly female users) with the 18-24 age group being the largest Finally, Tik Tok with 10 million users and becoming more popular (Fellinirose, 2021) Zara's target audience is the majority of Instagram users Therefore, Zara will focus on advertising through them The Vietnamese market is seeing significant economic growth, Vietnam's fashion market has changed and grown in terms of awareness Today's young people pay a lot of attention to dress and grooming when outside is extremely special This is a chance for the company's commercial operations to be exposed to customers The brand will provide customers with a trendy, straightforward fashion style that retains its individuality Marketers may utilize successful people's pictures to attract more consumers by demonstrating the value we provide them beyond the product The initial stage in advertising is to spread the product's image They already have the product in mind; just give them a little nudge, and they'll attempt to obtain it New goods are required for publishing discounts, launching promotional campaigns, and beginning a new trend Zara will opt to post the new collection on social media platforms so that buyers can quickly understand and access it Advertising Zara is very smart when it comes to choosing places that are centrally located, eye-catching and attract viewers Focus on opening large, evenly distributed stores Using larger and more prominent signage than neighbouring stores has a huge impact on image promotion The secret of an effective advertising campaign of ZARA is considered as a breakthrough strategy because of its effectiveness and difference compared to other brands Trang Tien Plaza is the first and only luxury trade centre in Vietnam, home to more than 200 famous brands of fashion, cosmetics, bags, shoes and accessories, among which there are more than 50 leading international brands and most of the brands are in the Top 10 fashion legends in the world This is a crowded and bustling place that is suitable for placing billboards Zara will put up a large sign to attract customers' attention so that people can remember and attract their eyes Event To attract more customers interested in Zara products, the company plans to hold an event to launch the winter collection called "The Wonder story" When customers buy products, they will be provided with a lucky number, they can check-in and post on social networking platforms such as Facebook, Instagram and with the hashtag #ZaraVietNam #The wonder story of participating in the sewing game this luck Organizing this event will help stimulate curiosity and interest in this collection as well as increase the rate of people knowing about the product 4.4.5 People Zara's fashion products in this campaign are targeted at 18- to 39-year-olds with a target audience of women and men and a small segment for children, in which the women's segment accounts for the biggest number of products Currently, the stressful situation of covid 19 is still happening, leading to a downward trend in customer income, so zara will focus on product segments with average price ranges to satisfy customers Zara's employees in the Vietnam market have to go through high selection and training processes because, in the campaign, Zara's goal is to lead the Vietnamese market share in fast fashion, so the staff factor plays an important role This position is very important for this task, these people must have work skill, discipline, teamwork, experience in fashion and have salesman skills Therefore, when coming to zara, customers will be able to communicate with people with high expertise in fashion and professionalism 4.4.6 Process The goal of targeting young customers, who love fashion Zara will be a brand that brings the latest trendy fashion products The products of Zara coming out this November will be produced with European standard processes with quality and environmentally friendly fabrics such as polyester, wool, and high quality cotton After the products are launched, they will be sold on Zara stores in Vietnam and Zara's Vietnam website, with a variety of payment methods: via POS, direct payment, payment via Credit card, online payment In addition, shipping, inventory, customer list management, and daily revenue are all handled by the computer system, making it easier to control information and save time 4.4.7 Physical Evidence Stores in two key cities of Vietnam, Ho Chi Minh City and Hanoi, with convenient locations and well-known brands, Zara stores have a certain position in the market mind of many clients When entering the store, it is decorated in a clean, professional manner and new products are always prominently displayed, discount products will be placed in the back of the store so customers will go from outside to inside, and see all of the store's products, and regularly change the product layout to follow the latest trend Besides, it will change websites to bring beautiful and easy-to-see interfaces to bring beautiful influence to online customers Action program The Covid 19 outbreak in Vietnam is exceedingly intricate and dangerous; many provinces and towns across the nation have cases of Covid 19, and the country is in a period of social distancing The two economic centers of Hanoi and Ho Chi Minh City, in particular, have difficult pandemic conditions that are adversely impacting the country's economy As a result, Zara will create and distribute new goods in the last two months The brand eyes the winter collection and targets clients aged 18 to 40 Zara also focuses on marketing using social networking platforms and information channels in order to present items to clients Due to the impact of the epidemic situation, online communication channels are currently the most effective method to reach customers To prepare for the marketing, design and sales departments, the company spent about billion VND Of which, billion will be spent and the reserve budget is billion November November launched a new collection in Vietnam, the collection is called "The Wonder Story" Zara will advertise at sales locations and on social media platforms The product launch program will take place at Trang Tien Plaza, and new products will be displayed here Zara will launch new products and deliver to customers who have pre-ordered and have promotional policies to attract customers, increase sales and increase loyalty To rent the product launch stage and product display space, Zara has to spend billion to rent Trang Tien Plaza The marketing department will design and hire to make billboards to place at Trang Tien Plaza and crowded places, to make billboards and to place Zara has spent 450 million The company will hire media to email product launches and promotions to customers, Zara has spent 200 million on this At the same time, Zara also markets its products on social networks such as Facebook, Instagram, Twitter to introduce and promote new products to customers Advertising on social networks is very important and to hire to run ads, it costs 350 million This month Zara will create an event to sell new products, in the event it is possible to create minigames and give gifts to customers This will increase the attraction of the product to everyone and this event has spent 300 million on Zara In order to attract more customers, Zara has partnered with Chau Bui as a media ambassador for this new product Chau Bui will produce promotional photos and videos for new products and post them on Facebook, Youtube, Tiktok Because Chau Bui is very famous on social networks, to cooperate with her, Zara has spent 500 million At the same time, Zara also invited an influential person in the fashion world, Khanh Linh, to model for this new product To invite Khanh Linh as a model, Zara spent 300 million to work This month, Zara will develop sales on e-commerce sites such as Shopee, Lazada, Tiki with another name, Zara Mall When customers shop at Zara Mall, they will have the opportunity to receive discount vouchers, freeship To promote products and promotions Zara has to spend 400 million The total budget used for this month is 3.5 billion VND December December is the month of acceleration on media channels After launching its winter collection in November, the company will ramp up marketing this month to boost product sales This is the month to start implementing social goals The marketing department continues to promote products on social media channels while creating direct attention with customers on Facebook, Tik Tok and Youtube channels To continue advertising on social networks, Zara also spent 400 million for this month This month, Zara will hold a Black Friday event, an event with many product discounts and many special promotions for customers, this event Zara had to spend 400 million To reach and attract customers on those channels, the media must create their own trends for Zara products, the cost of communication channels is 300 million The target audience is female customers aged 18 - 39 The advertising content focuses on highlighting the quality of Zara's fashion products The new set of products catches up with modern trends with beautiful designs made from environmentally friendly materials Zara does this to increase engagement, expand markets, and increase customer access to products This is the right time for new customers to know and learn about products and manage customer loyalty Customer management through loyalty helps to retain customer loyalty as well as marketing strategies to attract other customer segments Promote marketing on e-commerce platforms such as lazada, shopee, tiki this helps to meet the maximum needs of customers, to continue promoting marketing on e-commerce channels, Zara needs to spend 400 million for this activity Besides marketing activities, the distribution department needs to distribute products to Zara's stores in Hanoi and Ho Chi Minh City The total budget used for this month is 1.5 billion VND Controls Zara company has quality plans that ensure the parameters of the marketing strategy to achieve the KPIs of each product milestone control marketing activities by analyzing sales, market share, customer perception, then compare with original sales target and analyze market share with rival companies to know the position of Zara company from which to come up with effective follow-up tactics In order for the timelines to go as planned, Zara needs to change and receive feedback from customers continuously and find good markets and customer tastes to focus on development Zara will compare actual results monthly The revenue target is 150 billion VND (down 50 billion compared to 2018), because of the covid 19 epidemic November This month is the key month when launching the product Media websites must reach about - 3.5 million visits because using Kols and promotional methods, the number of customer feedback increases to about 200 thousand people (up 150 thousand compared to October) Continue to maintain relationships with customers, because customers are the decisive factor for success The first 15 days of November caused a storm of trends on websites, attracting a large number of customers, besides good product feedback and word of mouth can attract and retain customers Castle The last 15 days of the month offer discount vouchers when buying more than products and there will be more mini-games for customers Sales of products with marketing methods in November sold more than 175 thousand products and earned approximately VND 83 billion December Still maintaining and promoting more advertising on communication channels, giving information, and targeting society and environment to keep a good relationship with customers Besides, this December, customers are tending to buy Lunar New Year items December's sales were approximately 190 thousand products, earning 87 billion VND (an increase of approximately 4.9% compared to November) Total revenue in the last months of the year is: 170 billion VND With the initial goal of 150 billion VND, after completing the Zara campaign, 170 billion VND will be collected, a surplus of 20 billion VND compared to the original plan Risks: KoL not achieving the KPI set out in the contract will have to have policies such as deducting 20% of salary and posting the company's post after the campaign The negative effect of too much advertising, leading to backlash such as boredom with the advertisement, and putting the product value above the real value leads to disappointment Must control the level of advertising moderately, give priority to word-of-mouth advertising, besides, only advertise product quality that is lower than or equal to the value of the real product If the covid 19 epidemic breaks out again Provide social strategies and increase promotions References Donaldson (2021) Choose happy Zara larsson "I like to write about love, but in a sexy way" [online] Available at: https://www.hellomagazine.com/fashion/hfm/20210105103644/zara-larsson-hello-fashion-interv iew-photos/ (Accessed 16 October 2021) 7SAT (2021) State Of Influencer Marketing in Vietnam 2020 Available at: https://resources.7saturday.com/hubfs/State%20Of%20Influencer%20Marketing%20in%20Vietna m%202020_7SAT.pdf Do, M., 2020 Chân dung Châu Bùi – Fashionista bật làng thời trang Việt Nam [online] Style-Republik.com Available at: https://style-republik.com/chan-dung-em-a-chau-bui-fashionista/ [Accessed 18 October 2021] Báo Thanh Niên 2021 'Cô em Trendy' Khánh Linh làm giám khảo thời trang [online] Available at: https://thanhnien.vn/co-em-trendy-khanh-linh-lam-giam-khao-thoi-trang-post1388900.html [Accessed 18 October 2021] Thong, N., 2019 Hướng dẫn mua hàng Zara Việt Nam chỉnh chủ ưu đãi mùa sale off [online] Blog Review Available at: [Accessed 23 October 2021] Team, M., 2021 H&M Marketing Strategy & Marketing Mix (4Ps) | MBA Skool [online] MBA Skool Available at: https://www.mbaskool.com/marketing-mix/services/16924-h-and-m.html [Accessed 22 October 2021] Fellinirose, 2021 Phân tích mạng xã hội phổ biến Việt Nam [online] So awkward-Rose Available at: https://so-awkward-rose.com/2021/05/23/phan-tich-cac-mang-xa-hoi-pho-bien-tai-vietnam/ [Accessed 24 October 2021] Luong, N., 2021 10 tạp chí thời trang tiếng giới [online] Khoa học Phát triển Available at: https://khoahocphattrien.vn/kham-pha/10-cach-su-chu-y-cua-bo-nao-phan-ung-trong-thoi-ky-bat -on/2021101306211291p1c879.htm [Accessed 25 October 2021] H&M (2021) Available at: https://www.hm.com/entrance.ahtml?orguri=%2F (Accessed: 27 October 2021) 10 Zara.com 2021 Price [online] Available at: [Accessed 27 October 2021] 11 Thomas, S., 2021 Zara Marketing Strategy - The World's Top Fashion Retailer [online] AVADA Commerce Available at: [Accessed 27 October 2021] 12 Nguyen, M., 2021 How H&M does business in Vietnamese market? [online] Vietnam Times Available at: [Accessed 20 October 2021] 13 H&M Group at a glance Available at: https://hmgroup.com/about-us/h-m-group-at-a-glance/ (no date) ( Accessed: 20 October 2021) 14 Hanbury, M., 2018 We went inside one of the sprawling factories where Zara makes its clothes Here's how the world's biggest fashion retailer gets it done [online] Business Insider Available at: [Accessed 20 October 2021] 15 Commerce, Q., 2018 Zara supply chain analysis - the secret behind Zara's retail success [online] Tradegecko.com Available at: [Accessed 20 October 2021] 16 H&M CAREERS (2021) Available at: https://career.hm.com/content/hmcareer/vi_vn/workingathm/what-can-you-do-here/corporate/ buying-and-design-/designer.html (Accessed: 21 October 2021) 17 Zara (2021) Available at: https://www.zara.com/vn/en/help/exchanges-and-returns-h36.html (Accessed: 21 October 2021) 18 H&M Group (2021) Available at: https://hmgroup.com/about-us/h-m-group-at-a-glance/ (Accessed: 21 October 2021) 19 Inditexcareers (2021) Available at: https://www.inditexcareers.com/portalweb/en/how-we-are (Accessed: 21 October 2021) 20 H&M CAREERS (2021) Available at: https://career.hm.com/content/hmcareer/vi_vn/workingathm/what-can-you-do-here/sales/salesadvisor.html (Accessed: 21 October 2021) 21 H&M CAREERS (2021) Available at: https://career.hm.com/content/hmcareer/en_se/workingathm/what-can-you-do-here/corporate/ production.html (Accessed: 21 October 2021) 22 Kenh14.vn (2015) Đột nhập nhà máy tìm hiểu bí mật sản xuất “hàng hiệu giá rẻ” ZARA [online] Available at: [Accessed 21 October 2021] 23 Dahan, G.S and Peltekoglu, F.B., 2011 The effects of Zara to the SMEs of an emerging market Journal of Global Fashion Marketing, 2(1), pp.1-10 24 Danso, 2021 Danso [Online] Available at: https://danso.org/viet-nam/ [Accessed 2021] 25 Ferdows, K., Lewis, M and Machuca, J.A., 2003, January Zara In Supply Chain Forum: An International Journal (Vol 4, No 2, pp 62-67) 26 Ha, A., 2021 Zara earns over US$129 million in Vietnam after three years [online] Available at: [Accessed 22 October 2021] 42 Shabir, S and Ali AlBishri, N., 2021 Scientific Research Sustainable Retailing Performance of Zara during COVID-19 Pandemic, [online] 09(03) Available at: [Accessed 22 October 2021] 43 Sitaro, T., 2020 Fordham Research Commons Fast Fashion and Sustainability - The Case of Inditex-Zara, [online] Available at: [Accessed 22 October 2021] 44 Roll, M., 2020 Martin Roll Business & Brand Leadership The Secret of Zara’s Success: A Culture of Customer Co-creation, [online] Available at: [Accessed 22 October 2021] 45 Huong, N., 2021 Tác động dịch Covid-19 đến tình hình lao động, việc làm quý III năm 2021I [online] Consosukien.vn Available at: [Accessed 20 October 2021] 46 DanSo.Org 2021 Dân số Việt Nam [online] Available at: [Accessed 21 October 2021] 47 Minh, T., 2017 H&M Zara chênh lệch giá nào? [online] Zingnews.vn Available at: [Accessed 12 October 2021] Powered by TCPDF (www.tcpdf.org) Index of comments 1.1 Merit (Pass for Presentation) Pass (Pass for Presentation) Pass (Pass for Presentation) Refer (2nd Q&A required) Pass (Pass for Presentation) 2.1 P3,4,5 M3,4,5 D3 achieved 3.1 For Pham Van Luong: Questions: Why choose to reach millions customers?v Why choose to target people from 18-39 years old?v Which feature of your new product might make the customer impress? v Result: - The student was able to answer all questions Final Grade: Pass 4.1 For Bui Quang Huy: Questions: How does the strength of fast delivery and good quality of your company contribute in this plan? Which weakness might pose a biggest threat for this marketing plan? You mentioned that you will inform the customer about the next collection, how you plan to that?v Result: - The student was able to answer the last question Final Grade: Pass 5.1 For Dang Thuy Trang: Questions: How does the promotion strategy of your competitor affect your strategy? Why choosing short ads as a mean of communication? Why choosing the message “leading the trend”?v Result: - The student was able to answer the last question Final Grade: Pass 6.1 For Dinh Hai Trang: Questions: How does the intermediaries affect the purchasing behaviour of your target segment? Index of comments How does the market trend affect the overall decision of your company? Is there any effect from the public to the purchasing decision of the customer? Result: - The student was not able to answer any question Final Grade: 2nd Q&A required 8.1 For Le Quang Hiep: Questions: How you plan to train your employee to improve the sales quality? How you plan to improve the process in Zara to improve the overall experience of the customer?v How does the Physical evidence strategy affect the customer purchasing decision? Result: - The student was able to answer the second question Final Grade: Pass 9.1 Overall, you have pointed out all key required theories in your assignment with good analysis and application Strengths: - The marketing mix application by different organisation has been illustrated (P3+M3) - A detail marketing plan has been developed (P4+M4+D3) - The situation analysis part was good with the understanding of the market, the major segment of the market, the customer need, the impact of the marketing environment factors to the purchasing behaviour, competition review and SWOT analysis - The Objectives and Issues part has been well presented - Marketing Strategy has been written in detail with the analysis for segmentation, positioning and the marketing mix closely linked with the set objectives - A detail media plan has been provided (P5+M5) - A detailed action program has been provided - Budget part has been developed with details - Control part has been sufficiently written Weaknesses: - The comparison between the two companies' marketing mix did not show the link that led to the marketing objectives for this marketing plan Area to improve: - A justified integrated multimedia plan based on quantitative and qualitative criteria should have been included by thinking thoroughly about the repetitiveness of each chosen method and how to plan for the quality of each channel choice Final Grade: Merit Assessor: Dang Son Tung (29/10/2021) Powered by TCPDF (www.tcpdf.org) ... Interbrand, 2021 Best Global Brands [online] Available at: [Accessed 21 October 2021] 32 Jiang, J., Lu, J.L., Wang, Z.A and Yu, H.L.,(2019) Marketing. .. initially available in Spain, UK, Portugal, Italy, Germany and France, and has been extended to Austria, Ireland, the Netherlands, Belgium and Luxembourg 2.4.1.6 Competitors Offering the latest fashion... cultural and ethnic diversity is leading to a lot of opportunities and challenges for choosing product criteria and business strategies Consumers are more and more interested in the quality and reputation