ABLE OF CONTENTS01INTRODUCTION1.1. Short profile1.2. Target customer + Target market 1.3. Aims024PS MARKETING STRATEGY2.1. Secondary research 2.2. Primary research03SUGGESTIONS3.1. A Market campaign 3.2. Conclusion 01Introduction MLB stands for Major League Baseball, is a Korean fashion company founded in 1997 and mainly in the direction of baseball sports.Over 23 years of operation, MLB operates 280 stores in Korea and also operates overseas business in Asia. MLB launches Authenetic Shoes designed in sneaker style but still slightly oriented with Asian characteristics and especially suitable for young Vietnamese people. MLB shoes modern, fashionable design made from high quality leather, which is durable and longlasting.MLB shoes are easily combined with many different outfits to create a beautiful set of clothes when going out, goingto school or walking on the street, etc.The high padded sole helps to enhance the wearers figure, the seams are delicate and sharp. TARGET CUSTOMER TARGET MARKET01 02 03 Age: 18 35Dynamic, personality, love street style and looking for sporty footwearModerate income or higher, living in big cities such as Hanoi, Hai Phong, Ho Chi Minh,... MLBs target customers are young (Vietnamese) people who love Korean idols.They are willing to spend money to buy the sneakers that their idols wear in the advertisement. AIMS:Make a research and analyze the current marketing strategy and some suggestions1.3 MLB design their own campaign that has made a strong impression on customers.Many of their strategies up to now have been reworked for many time, which has shown the success of campaign building in their marketing strategy. The companys products all carry the symbol of baseball such as logos, initials or the name of the most famous and favorite football team, in the NY Yankees shoe model is the New York Yankees football team. MLB originates from the famous baseball game. MLB Korea collaborated with top famous groups such as Twice, EXO, HUYNA... to create extremely wide coverage product promotion campaigns.MLB Koreas revenue in the first half of 2018 reached 135.2 billion Won, up 56.66% from the first half of last year (83.3%). This is the result after this brand invited EXO to be MLB’s representative model, causing the purchasing power of consumers to grow positively in different markets.
The Consumer Behavior on MLB’s SHOES and its 4Ps Marketing Strategy TEAM - Consumer Behavior ABOUT US Hi! We’re TEAM To Thi Binh (Leader) Dinh Huyen My Ha Quynh Anh Ngo Quang Huy Mai Thi Kieu Trang Pham Thi Van Anh Dinh Hoang Hanh Trang TABLE OF CONTENTS 01 02 03 INTRODUCTION 1.1 Short profile 1.2 Target customer + Target market 1.3 Aims 4PS MARKETING STRATEGY 2.1 Secondary research 2.2 Primary research SUGGESTIONS 3.1 A Market campaign 3.2 Conclusion 01 Introduction MLB stands for Major League Baseball, is a Korean fashion company founded in 1997 and mainly in the direction of baseball sports Over 23 years of operation, MLB operates 280 stores in Korea and also operates overseas business in Asia MLB launches Authenetic Shoes designed in sneaker style but still slightly oriented with Asian characteristics and especially suitable for young Vietnamese people MLB shoes - modern, fashionable design made from highquality leather, which is durable and long-lasting MLB shoes are easily combined with many different outfits to create a beautiful set of clothes when going out, going to school or walking on the street, etc The high padded sole helps to enhance the wearer's figure, the seams are delicate and sharp TARGET CUSTOMER TARGET MARKET 01 02 03 Age: 18 - 35 Dynamic, personality, love street style and looking for sporty footwear Moderate income or higher, living in big cities such as Hanoi, Hai Phong, Ho Chi Minh,… MLB's target customers are young (Vietnamese) people who love Korean idols They are willing to spend money to buy the sneakers that their idols wear in the advertisement 1.3 AIMS: Make a research and analyze the current marketing strategy and some suggestions The goal of promotion for MLB is to create longlasting relationships with customers MLB collaborates with Kpop idols to promote products worldwide PROMOTION They launch discounts up to 50-70% for all items at the end of the year or special occasions Giving limited gifts on the occasion of Grand opening PLACE The goal of MLB is to become an international brand, so their products are available in most countries Distribution channels include distributors and some stores in some shopping malls in countries Place MLB' products are distributed at genuine stores located at Vincom Center in HCM and Hanoi, a number of large shopping centers and a number of genuine MLB retail stores in some other provinces such as Da Nang, Hai Phong, Vung Tau Consumers can shop through MLB's Shopee Mall or MLB’s Lazada Mall Primary Research OUR WORK PROGRESS 01 02 03 04 The primary research method is: setting up an online survey questionnaire with the help of google forms Name of the survey: SURVEY A GROUP OF CONSUMERS THROUGH THE SELECTION OF MLB PRODUCTS We focus on brand’s feedback, the needs of customers, the ideas put forward, feedback about the color of the product and how much customers are willing to pay 10 respondents which correspond to 10 observations including people who were using a genuine MLB’s product living around Hanoi From among 10 forms, 60% are female and the percentage of male is 40% All respondents had used MLB’ product We went deeper into demographics by gathering these audiences' earnings (including family allowance) data for a month 01 About 4Ps, there are questions about Product, questionnaire about Price, questionnaires about Promotion and questionnaire about Product 02 About Product, we focus on main issues: design + quality About Price, our question is “Are you satisfied with the price listed on MLB’s product in the market?” 03 About Promotion, we make questions about the advertising, customer relationship and the annual sale/discount policy About Place, because MLB is a foreign brand, so we set up a satisfaction survey on this issue with a question "Are you satisfied with MLB'S current marketing and sales funnel?" From the primary survey questionnaire data, we can conclude that out of 10 respondents, most people feel normal and satisfied with the problem of products, prices, promotions and places of MLB in the Vietnamese market 03 SUGGESTIONS A MARKET CAMPAIGN AND CONCLUSION SUGGESTION a market campaign Since MLB is an imported brand, they have very few stores and branches in Vietnam Currently, in Vietnam, they only have 08 branches, but mainly in franchised stores in large commercial centers MLB should open more franchised and genuine stores in Vietnam, so that consumers can easily access and avoid buying fake and inferior goods quality in the market 3.2 CONCLUSION MLB has made its name, not only focusing on clothes and accessories, but the brand's sneakers are also outstanding in design, full of sophistication and strangely attractive to customers Although the brand is still very new, it has great appeal not only in the Vietnamese market but also welcomed all over the world It can be said that MLB achieves such success because of their excellent marketing strategy This essay clearly analyzes some marketing strategies that make MLB successful in the international market and analyzes the marketing strategies of MLB in Vietnam market as well as the reasons why MLB has not yet achieved success as expected in the Vietnamese market and solutions THANKS for LISTENING ! Do you have any questions? CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon and infographics & images by Freepik Please keep this slide for attribution ... make MLB successful in the international market and analyzes the marketing strategies of MLB in Vietnam market as well as the reasons why MLB has not yet achieved success as expected in the Vietnamese... Place MLB' products are distributed at genuine stores located at Vincom Center in HCM and Hanoi, a number of large shopping centers and a number of genuine MLB retail stores in some other provinces... places of MLB in the Vietnamese market 03 SUGGESTIONS A MARKET CAMPAIGN AND CONCLUSION SUGGESTION a market campaign Since MLB is an imported brand, they have very few stores and branches in Vietnam