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Elite young marketers 4 viettien - quang minh - ai trang - minh trang - yen anh - bao minh

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Elite young marketers 4 viettien - quang minh - ai trang - minh trang - yen anh - bao minh

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Elite young marketers 4 viettien - quang minh - ai trang - minh trang - yen anh - bao minh

  1. 1. Q U A N G M I N H – B A O M I N H – A I T R A N G – M I N H T R A N G – Y E N A N H
  2. 2. D E B R I E F C A T E G O R Y O V E R V I E W The category of office menswear in Vietnam is observing a healthy growth. (In 2015, men’s suits experienced a healthy value growth rate of 10%; Men’s shirt also witnessed the strongest value growth rate in menswear category - 13%) Source: Passport – Menswear in Vietnam, Feb 2016 C A T E G O R Y D R I V E R Key driver: Price Other drivers: Product, Brand B R A N D O V E R V I E W Viettien is the market leader not only in the men office wear but also menswear category in Vietnam B R A N D A M B I T I O N Viettien wantto have 30% share in male office wear category in Vietnam B R A N D I S S U E • Viettien’s users are gettingolder andno longer wear office clothes as a must while preferring wearingcasual daily • To youngpeople, Viettien is perceived as a bit “old” with its stifflook and feel A P P R O A C H I N G To make Viettien a fresher andyounger brandfor the right groupof potential users Age Pierre Cardin LV, Valentino Creations CK Owen John Henry An Phuoc Chinese, counterfeit Armani Price Viettien
  3. 3. K E Y P L A Y E R S High quality with medium price. ‘Thành công từ đườngkim mũi chỉ’ High quality, high price. Classic and detail oriented in every product. Fashion, style, young. Fashion for everyone. Owen offers colors and styles according to their own preferences – Make their own style. American classic. Fashion, style for both office and street style. Combine between European style and Asian fashion.
  4. 4. CONSUMER OVERVIEW To middle-aged men, besides businessmen or politicians, most consumers just tend to wear casual clothes on special occasions and do not care much about their appearance. To young men, the awareness of a good personal appearance was gradually increasing because they believe it affects their status in society and careers OPPORTUNITY Making Viettien a younger brand for young men aging 22-35 (first-jobbers and white-collars) The 20-35 is the largest group of age in male population Source: Passport – Menswear in Vietnam, Feb 2016
  5. 5. TARGET Aging 22-35 Living in cities Success-oriented, achievers - Their ultimate concern at this stage of life is career success Educated, ambitious but humble
  6. 6. I N S I G H T CATEGORY TRUTH Office wear is linked to formal work occasions. The moment the man buttons the wrist, straight up the collar is when he feels man up and more confident. BRAND TRUTH Viettien is considered as the Vietnamese’s standardized choice in office wear category – formal and manly. CONSUMER TRUTH Men aging 22 to 35 are at the stage of starting to building a stable career. He ultimately seeks for success and needs things that boost his image up to be confident for the quest. I believe that good appreance affects my carreer. I need a formal wear that boost my image up to be confident
  7. 7. BRAND POSITIONING COMPETITION PRODUCT TRUTH CONSUMER PRODUCT TRUTH COMPETITION CONSUMER INSIGHT Formal & elegant design, often be used in office and linked with career life of men Competing in office clothes, especially office clothes for men sub-category Aging 22-35 Living in cities Success-oriented, achievers - Their ultimate concern at this stage of life is career success Educated, ambitious but humble I believe that good appreance affects my carreer. I need a formal wear that boost my image up to be confident INSIGHT
  8. 8. B R A N D E S S E N C E FUNCTIONAL BENEFIT EMOTIONAL BENEFIT VALUES PERSONALITIES FOSTER THE OPTIMISM for success Formal & elegant design, make men change into a professional & gentle image Confident to complete job in the best way, Feel- like-success, more professional & high status Successful, Office Life, Confident, Formal DIFFERENTIATE Studied the physical parameters of Vietnamese men to get the general specifications when deploying industrial production, perfect fit for Vietnamese men
  9. 9. P O S I T I O N I N G S T A T E M E N T To young Vietnamese men achievers, Viettien office wear FOSTERS THE OPTIMISM for success through providing wearing solution which is formal & elegant, make men feel more confident and change into a professional & gentle image, at affordable price, with wide range of choices perfect fit for Vietnamese men size
  10. 10. TO WHOM WHAT NEED DIFFERENTIATED BY RTB Aging 22-35 Living in cities Success-oriented, achievers - Their ultimate concern at this stage of life is career success Educated, ambitious but humble Functional: Formal & elegant design, make men change into a professional & gentle image. Emotional: Confident to complete job in the best way, Feel-like- success, more professional & high status Heritage brand High quality and nationally recognized Studied the physical parameters of Vietnamese men to get the general specifications when deploying industrial production, perfect fit for Vietnamese men
  11. 11. T H A N K Y O U !

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