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H E L L O
Young Marketers Elite Development 4
Positioning Assignment 2
Thái Hoàng – Quỳnh Phương – Công Dũng – Hoàng Yến –...
AGENDA
Category Understanding
Consumer Understanding
Company Understanding
Positioning - BrandKey
Competition Understandin...
DEBRIEF
BUSINESS BACKGROUND CHALLENGE
• Vietnam is the world's top exporters of textiles and garments and a well-known
man...
OCCASION-BASED FASHION OVERVIEW
Enabling a formal and standard outlook that be well-
accepted and recognized in the profes...
C A T E G O R Y U N D E R S T A N D I N G
KEY DRIVER - STYLE
Simple and elegance
Modern and trendy
Gentleman
C O M P E T I T I O N A N A L Y S I S
COMPET IT IV E
LANDSCAPE
Foreign
brand
Domestic
brand
Low prire High price
Merriman
...
Vietnamese fashion brands are having their own
place in the domestic market by:
• Their influence is more widespread and w...
STRATEGIC APPROACH
We do not position Viet Tien in these driver.
• UNDIFFERENTIATED
As competitors here and there have alr...
• Find an appropriate VALUE that speaks for the men at their
workplace – A BENEFIT PLATFORM to inspire VNese men in
their ...
It’s a combination of finance and law
The clothes that make men feel
they’re growing up
The clothes that make every man a
...
CONSUMER TRUTH
• For men at all times, career is biggest goal to achieve in
their life. Career stands for their “social st...
“For me, success is to be BETTER DAY BY DAY so
that I’m always trying for the PROGRESS in my
career to be LEVEL-UP”
CONSUM...
COMPANY - BRAND
In Vietnam, Viet Tien has become a well-known brand to Vietnamese consumers thanks
to its long establishme...
COMPANY - BRAND
• The number of its store outlets was still at around 500 in 2015. They
represented the company’s extensiv...
Consumer truth
Category truth
Brand truth Designed for VIetnamese men’s progress
I N S I G H T
“I want a ready-made office...
POSITIONING STATEMENT
To… the Vietnamese men, class ABC, who always look for a progress in
their career to be level-up
Việ...
INSIGHT
Top domestic menwear brand
since 1977
ROOT STRENGTH COMPETITIVE ENVIRONMENT
• Foreign
• Domestic brands with high ...
Ho Chi Minh City May 19th, 2017
THANK
YOU
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Young Marketers Elite 4 | Brand Positioning | Công Dũng - Hoàng Yến - Quỳnh Phương - Thái Hoàng - Lan Chi

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Young Marketers Elite 4 | Brand Positioning | Công Dũng - Hoàng Yến - Quỳnh Phương - Thái Hoàng - Lan Chi

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Young Marketers Elite 4 | Brand Positioning | Công Dũng - Hoàng Yến - Quỳnh Phương - Thái Hoàng - Lan Chi

  1. 1. H E L L O Young Marketers Elite Development 4 Positioning Assignment 2 Thái Hoàng – Quỳnh Phương – Công Dũng – Hoàng Yến – Lan Chi
  2. 2. AGENDA Category Understanding Consumer Understanding Company Understanding Positioning - BrandKey Competition Understanding Bebrief
  3. 3. DEBRIEF BUSINESS BACKGROUND CHALLENGE • Vietnam is the world's top exporters of textiles and garments and a well-known manufacturer for many famous brands. However, the domestic market is left open and marginalized than foreign brands. • In the context of free trade agreements (FTA, AEC and TPP), Vietnamese brands in general and fashion brands in particular are facing more difficulties and challenges. Their competitive edge is becoming a "major market" for home ownership. • In the menswear market, Viet Tien plays a role as market leader but also has to compete with other global brands penetrating into the domestic market. Now Viet Tien need to not only maintain its leading position but also enhance and lead the development of domestic apparel industry, become “the second Vinamilk” of the country's apparel industry. BRAND’S AMBITION AND OBJECTIVE • Occupy 30% market share in men office wear category in 2020 JOB TO BE DONE • REBUILD POSITIONING FOR VIET TIEN BRAND
  4. 4. OCCASION-BASED FASHION OVERVIEW Enabling a formal and standard outlook that be well- accepted and recognized in the professional environment Business fashion Casual fashion At-home fashion Party fashion Enabling a comfortable and pleasant feeling, free the body Enabling a stylish outlook, show the personal taste and personality Enabling a flashy, highlighted and glamorous outlook, show the social class
  5. 5. C A T E G O R Y U N D E R S T A N D I N G KEY DRIVER - STYLE Simple and elegance Modern and trendy Gentleman
  6. 6. C O M P E T I T I O N A N A L Y S I S COMPET IT IV E LANDSCAPE Foreign brand Domestic brand Low prire High price Merriman An Phước Owen Manhattan Buss Figo Mattana Pierre Cardin Novelty May 10 John Henry Monda Vietthang San Sciaro Paul Smith
  7. 7. Vietnamese fashion brands are having their own place in the domestic market by: • Their influence is more widespread and well received everywhere. • Knowing how to tap into a niche market that foreign fashion companies have little or no interest in exploitation, it is a product line which is suitable for Asian fashion culture, high class but not too expensive. • Reasonable price • Variety of designs with young customers • Some brands are more successful when building a fashion style towards the dynamic, modern and powerful in their own way. C O M P E T I T I O N A N A L Y S I S COMPET IT IV E EDGE
  8. 8. STRATEGIC APPROACH We do not position Viet Tien in these driver. • UNDIFFERENTIATED As competitors here and there have already positioned their brand in those “Style” way, Viet Tien with its ambition to lead the category must come up with a different and outstanding positioning – which represents a value that is well perceived by target consumers but not too generic like “Confidence” nor too niche like “Style” • BENEFIT PLATFORM IS NOT BIG ENOUGH “Style” is too niche, and in some certain extend, we consider it’s quite disconnected with the men consumers. - Is the majority of men chase for the style in an office wear? - Is office wear well linked to the “style” concept? WHY STYLE DOESN’T WORK?
  9. 9. • Find an appropriate VALUE that speaks for the men at their workplace – A BENEFIT PLATFORM to inspire VNese men in their career and professional environment • Own the concept of #MATURE (T.O.M in the category truth, together with #Formal) so that no other players can compete with STRATEGIC APPROACH
  10. 10. It’s a combination of finance and law The clothes that make men feel they’re growing up The clothes that make every man a mature men when putting it on CATEGORY TRUTH
  11. 11. CONSUMER TRUTH • For men at all times, career is biggest goal to achieve in their life. Career stands for their “social status”, “ego” and “signal of success”. • Clothes, or office wear to be specific, has a big role in enabling a presentable and formal appearance for men to be well-accepted and recognized by others • Thanks to the developing economy, people are increasingly spending more on clothes, especially office wear so that they can appear more confident at the workplace
  12. 12. “For me, success is to be BETTER DAY BY DAY so that I’m always trying for the PROGRESS in my career to be LEVEL-UP” CONSUMER TRUTH
  13. 13. COMPANY - BRAND In Vietnam, Viet Tien has become a well-known brand to Vietnamese consumers thanks to its long establishment. In 2015, the company continued to be a leading player in menswear with a value share of 9% and enjoyed a healthy growth rate in current terms.
  14. 14. COMPANY - BRAND • The number of its store outlets was still at around 500 in 2015. They represented the company’s extensive distribution network in Vietnam, which penetrated into the majority of cities and provinces in the country. • Viet Tien Garment’s internet retailing was still under development at the end of the review period. In 2015, this was limited to its own website and third party internet retailers. Viet Tien Garment keeps investing to IMPROVE its TECHNOLOGY
  15. 15. Consumer truth Category truth Brand truth Designed for VIetnamese men’s progress I N S I G H T “I want a ready-made office wear that is presentable and formal that is A SIGNAL THAT I’M ALWAYS IN THE PROGRESS TO LEVEL-UP at my workplace” B R A N D P U R P O S E Encourage young professional men to progress and level-up B R A N D V I S I O N The best ready-made brand with for Vietnamese men in their professional environment “For me, success is to be BETTER DAY BY DAY so that I’m always trying for the PROGRESS in my career to be LEVEL-UP” The clothes that make men feel they’re GROWING UP The clothes that make every man a MATURE men when putting it on
  16. 16. POSITIONING STATEMENT To… the Vietnamese men, class ABC, who always look for a progress in their career to be level-up Việt Tiến is… the best choice that… gives them a ready-made office wear that is presentable and formal so they can be well recognized in the professional environment. That’s because… Việt Tiến is a top domestic brand with continuous improvement in technology Vietnamese men, class ABC, Urban and suburban Forward-looking, on-the-go Continual learning and developing Accelerating, escalating What need Uniqueness RTBs a ready-made office wear helping them to appear presentable and formal at their workplace Good technology in textiles and garment craftmanship Vietnam high quality certificated brand Continuous improvement in technology For whom
  17. 17. INSIGHT Top domestic menwear brand since 1977 ROOT STRENGTH COMPETITIVE ENVIRONMENT • Foreign • Domestic brands with high price TARGET CONSUMER “I want a ready-made office wear that is presentable and formal that is a signal that I’m always in the progress to level-up at my workplace” Cải tiến vì những nỗ lực tiến bộ của bạn Designed for the progress ESSENCE BENEFITS • Functional: Comfortable Emotional: Elegant, Confident, Well-organized RTBs Leading brand Continuous improvement in technology VALUE/ PERSONALITIES • Value: Idealism & Elegance • Personalities: standard- oriented, thoughtful, moderate DISCRIMINATOR Good technology in textiles and garment craftmanship • Men (22-45 y/o), ABC, urban and suburban • Forward-looking, on-the-go • Continual learning and developing • Accelerating, escalating INSIGHT
  18. 18. Ho Chi Minh City May 19th, 2017 THANK YOU

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