This document provides a project plan for launching a new product line called MYMY by the fashion brand Phuong My in Singapore and Vietnam. The project objectives are to attract new customers and build the brand image. Key deliverables include market research, defining the product concept and marketing mix, merchandising preparation, marketing implementation, staff training, and establishing distribution channels. The project will be completed over 6 months with a budget of $100,000. A work breakdown structure and time-phased cost estimation are provided to support project execution.

1. 1 | P a g e
PROJECT MANAGEMENT
LAUNCHING SECOND PRODUCT LINE – MYMY BY PHUONG MY
IN SINGAPORE AND VIETNAM

2. Table of Content
1. INTRODUCTION ...................................................................................................... 3
2. PROJECT SCOPE STATEMENT ............................................................................ 4
2.1. Project objective................................................................................................. 4
2.2. Project deliverables............................................................................................ 4
2.3. Milestones.......................................................................................................... 5
2.4. Technical requirements...................................................................................... 5
2.5. Limits and Exclusion .......................................................................................... 6
2.6. Customer review ................................................................................................ 6
3. PROJECT PRIORITIES ........................................................................................... 6
4. WORK BREAK DOWN ............................................................................................ 1
5. PROJECT COST ESTIMATION............................................................................... 1
5.1. Project Cost Estimation...................................................................................... 1
5.2. Time-phased cost estimation ............................................................................. 1
REFERENCES................................................................................................................ 1

3. List of Figures
Figure 1: Work Breakdown of “Launching the second product line – MYMY by Phuong
My in Singapore and Vietnam”........................................................................................ 1
Figure 2: Project Cost Estimation of “Launching new product line – MYMY by Phuong
My” 1
Figure 3: Time-phased cost estimation for the project..................................................... 2
1. INTRODUCTION
PHUONG MY brand is Vietnamese fashion created by Phuong My who is the famous
and the first Vietnamese designer participating World Fashion Designer Recognition in
Paris in 2015. Aiming to Asian women who are affordable for luxury goods and prefer
chic, simple and sophisticate style, Phuong My has created new collections which
emphasize on creative, simple and sophisticated taste. Phuong My has also created the
fashion wave in international fashion industry through developing nearly 30 boutique
stores in many countries such as Kuwait, Japan, Singapore and Vietnam. Recognizing
potential of fashion taste in customers who have embarked the style which is fashion
conscious and contemporary, easy-to-fit in many carrying options and more accessible
price point, Phuong My has decided to launch new product line named “MYMY by
Phuong My”. Owning Phuong My store in Takashimaya Singapore, Phuong My has
planned to launch the second product line MYMY in Takashimaya Singapore and also
open MYMY by Phuong My store in Vietnam. As appointed as Project Manager for the
project “Launching the second product line MYMY by Phuong My in Singapore and
Vietname”, in this report, the writer has developed the project plan which comprises
Project scope, work breakdown and cost estimation.

4. 2. PROJECT SCOPE STATEMENT
According to Portny (2014), project scope statement is defined as the tool to help
project management outline deliverables of one project which need to be delivered and
key points which need to be paid attention to achieve the success
2.1. Project objective
The project “Launching the second product line MYMY in Singapore and Vietnam” has
some objectives:
- To launch new product line MYMY by Phuong My in Singapore and Vietnam to
attract more wider range of customers from medium to upper income level
through reaching customers who love contemporary, simple but still girly style
with more accessible price point
- To build brand image of PHUONG MY as fashion brand which always update
new style and new patterns of customer behaviors and new design
- The launch of second line MYMY by Phuong My is defined as the important
milestone which marks brand development of PHUONG MY
The preparation for the project “Launching the second product line MYMY in Singapore
and Vietnam” will spend 06 months from 01 March 2016 to August 2016. The budget for
this project is $100,000.
2.2. Project deliverables
As defined by Kerzner (2013), project deliverables are project objects which
management team need to produce and then deliver to customers. For the project
“Launching second product line – MYMY by Phuong My in Singapore and Vietnam”,
project team needs to deliver all project deliverables as follows
- Study Singapore and Vietnam market as well as target customer segmentation.
The purpose of this deliverable is to define the ratio of MYMY and PHUONGMY
in origin in each market to maximize the revenue
- Define product’s concept and marketing mix to launch new product line
- Prepare merchandising for each market

5. - Implement marketing mix strategy
- Staff training for product launching
- Establish distribution channel: store opening in Vietnam and launching new
collection in PHUONGMY store in Takashimaya Singapore
2.3. Milestones
Milestone can show the duration and the date in which project deliverables start and
finish (Thiry, 2002)
Deliverables Date to start Date to finish
Number of
days
Study Singapore and Vietnam market
and segment target market
01 March 2016 01 April 2016 30 days
Define product’s concept and
marketing mix to launch
02 April 2016 02 May 2016 30 days
Prepare merchandising for each
market
15 April 2016 15 July 2016 30 days
Implement marketing mix strategy 03 May 2016 30 July 2016 57 days
Staff training for product launching 01 July 2016 30 July 2016 30 days
Establish distribution market 03 May 2016 30 June 2016 28 days
2.4. Technical requirements
- Accurate study of Singapore and Vietnam market to forecast demand and target
customer in each market and then to forecast merchandising and collections for
each market
- Marketing campaign and marketing materials must meet requirements and
related laws as well as be suitable with local culture and awareness

6. - To launch new product line MYMY by Phuong My, project needs wide range of
marketing activities: Brochures, Profile, Show window, PR content, etc
- Staff training needs to achieve objectives: good soft skills and deep
understanding of new product line to consult to customers
2.5. Limits and Exclusion
Limits and exclusion are defined as something beyond project team’s capabilities and
cannot be included into project management (Turner, 2009)
The project “Launching the second product line MYMY by Phuong My” has some limits
and exclusion as follows
- Limits in predicting unexpected mistakes which can unexpectedly happen in the
process of implementation
- Lack of training documents for staff
- Difficulties in finding suitable and effective distribution channels
- Phuong My has invested high capital to launch the second product line, thus
facing the difficulty in failing to reach the market.
2.6. Customer review
Customer review is defined as the process to receive feedbacks from customers on new
product line – MYMY by Phuong My. MYMY by Phuong My is planned to launch in
Phuong My store in Takashimaya Singapore first and then, after reviewing customer’s
responses, Phuong My has changed or adjusted the launch of product line MYMY in
Vietnam market
3. PROJECT PRIORITIES
Project priorities are factors which help firms access trade-offs and alternatives during
the process of implementation and project management (Kendrick, 2012). For example,
the project has been in trade-off between scope and cost, in details, the higher the
investment cost is, the wider the scope of the project is. Aiming to achieve wider scope,
project management must trade-off with higher cost of investment.

7. There are three priorities which the project “Launching new product line – MYMY by
Phuong My” need to satisfy, such as scope, time and cost.
Scope Time Cost
Constraint 
Enhanced 
Acceptable 
 Scope with constraint level
MYMY by Phuong My – the second product line of PHUONG MY has been invested
with high capital and the aim of reaching wide range of Asian customers. Hence, scope
of the project is the most important priority, thus leading to be prioritized as constraint
level.
 Time with enhanced level
New product line – MYMY by Phuong My is expected to be launched in August, 2016
which is the starting month of Fall/Winter 2016 and also the most suitable shopping
season in one year so time is really important but not urgent. Hence, time is prioritized
at enhanced level
 Cost with acceptable level
In term of cost, with high investment and focus, even though sticking into the budget as
high as possible, raising over budget is still acceptable, but not desired.

8. 1 | P a g e
4. WORK BREAK DOWN
Work Breakdown is defined as the structure which decomposes all works necessary for firms to finish the project
(Gardiner, 2005)
Work breakdown explains that to implement each deliverable of the project, Phuong My has implement some smaller step
(Figure 1)
Figure 1: Work Breakdown of “Launching the second product line – MYMY by Phuong My in Singapore and
Vietnam”
LAUNCHING SECOND PRODUCT LINE - MYMY BY PHUONG MY IN
SINGAPORE AND VIETNAM
Study Singapore and
Vietnam market and
segment target
customers
1. Research plan
design
2. Research
preparation
through survey
3. Collect data,
analyze
Define product's
concepts and
marketing mix
1. Identify and
Understand key
features of
products
2. Goals and
Objectives Setting
3. Defining 4Ps:
Products, Price,
Promotion and
Placement
Prepare
merchandising for
each market
1.Forecast
customer demand
from research
2. Handling buying
for each market
Implementing
marketing strategy
1. Set timeline for
marketing
campaign
2. Traditional
marketing
3. Social media
advertising
4. Conference
and launching
event
Staff training for
product launching
1. Set training
plan
2. Prepare
training
documents and
materials
3. Organizing
internal courses
for training
Establish distribution
channels
1. Launching new
product line in
PHUONG MY
Store in
Singapore2. Studying
Vietnam market
and define
location of new
store
3. Opening
MYMY by Phuong
My in Vietnam

9. 1 | P a g e
5. PROJECT COST ESTIMATION
5.1. Project Cost Estimation
For each deliverable and smaller steps in deliverables, project management has spent different percentage of budget with
the value of $100,000 (Figure 2)
Figure 2: Project Cost Estimation of “Launching new product line – MYMY by Phuong My”
LAUNCHING SECOND PRODUCT LINE - MYMY BY PHUONG MY
IN SINGAPORE AND VIETNAM
Study Singapore and
Vietnam market and
segment target
customers
10%
1. Research plan
design
2%
2. Research
preparation
through survey
5%
3. Collect data,
analyze
3%
Define product's
concepts and
marketing mix
5%
1. Identify and
Understand key
features of
products
1%
2. Goals and
Objectives Setting
1%
3. Defining 4Ps:
Products, Price,
Promotion and
Placement
3%
Prepare
merchandising for
each market
35%
1.Forecast
customer demand
from research
5%
2. Handling
buying for each
market
30%
Implementing
marketing strategy
25%
1. Set timeline for
marketing
campaign
2%
2. Traditional
marketing
10%
3. Social media
advertising
7%
4. Conference
and launching
event
6%
Staff training for
product launching
10%
1. Set training
plan
2%
2. Prepare
training
documents and
materials
3%
3. Organizing
internal courses
for training
5%
Establish distribution
channels
15%
1. Launching new
product line in
PHUONG MY
Store in Singapore
5%
2. Studying
Vietnam market
and define location
of new store
2%
3. Opening MYMY
by Phuong My in
Vietnam
8%

10. 1 | P a g e
5.2. Time-phased cost estimation
Table: Time phased cost elimination for the project “Launching second product line –MYMY by Phuong My”
No. Category
Rati
o
Absolu
te
Value
Mar-
16
Apr-
16
May-
16
Jun-
16
Jul-
16
% USD
1
Studying Singapore and Vietnam market and segment
target customers
10% 10,000
10,00
0
0 0 0 0
1.1 Research plan design 2% 2,000 2,000
1.2 Research preparation through survey 5% 5,000 5,000
1.3 Collect data and Analyze 3% 3,000 3000
2 Define product's concepts and marketing mix 5% 5,000 0 4,100 900 0 0
2.1 Identify and Understand key feasures of products 1% 1,000 1,000
2.2 Goals and Objectives setting 1% 1,000 1,000
2.3 Defining 4Ps marketing mix 3% 3,000 2100 900
3 Prepare Merchandising for each market 35% 35,000 0 2,500
23,50
0
9,000 0
3.1 Forecast customers demand from research 5% 5,000 2,500 2500
3.2 Handling buying for each market 30% 30,000 21000 9000
4 Implementing marketing strategy 25% 25,000 0 0 9,667 7,667 7,667
4.1 Setting timeline for marketing campaign 2% 2,000 2,000
4.2 Traditional marketing 10% 10,000 3,333 3,333 3,333
4.3 Social media advertising 7% 7,000 2,333 2,333 2,333
4.4 Conference and launching event 6% 6,000 2,000 2,000 2,000
5 Staff training for product launching 10% 10,000 0 0 0 0
1000
0
5.1 Set training plan 2% 2,000 2,000
5.2 Prepare training documents and materials 3% 3,000 3,000

11. 5.3 Organizing internal courses for training 5% 5,000 5,000
6 Establish distribution channels 15% 15,000 0 0 1,667 5,333 8,000
6.1
Launching new product line in PHUONG MY store in
Singapore
5% 5,000 1,667 3,333
6.2 Studying Vietnam market and define location of new store 2% 2,000 2,000
6.3 Opening MYMY by Phuong My in Vietnam 8% 8,000 8,000
TOTAL
100
%
100,00
0
10,00
0
6,600
35,73
3
22,00
0
25,66
7
As shown in Figure 3, even though the total cost for preparing the launch of second product line – MYMY by Phuong My
in Singapore and Vietnam is $100,00, Phuong My does not need to spend such total amount at the same time, but spend
with different amount for each month.
Figure 3: Time-phased cost estimation for the project
10,000
6,600
35,733
22,000
25,667
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Mar-16 Apr-16 May-16 Jun-16 Jul-16

12. 1 | P a g e
REFERENCES
Gardiner, P.D. (2005). Project Management: A Strategic Planning Approach. US:
Palgrave MacMilan.
Kendrick, T. (2012). Results Without Authority: Controlling a Project When the Team
Doesn’t Report to You. 2nd
Eds. US: American Management Association.
Kerzner, H. (2013). Project Management: A Systems Approach to Planning, Scheduling,
and Controlling. 11th
Eds. Canada: John Wiley & Sons, Inc.
Portny, S.E. (2014). Project Management for Dummies. 4th
Eds. Canada: John Wiley
and Sons, Inc
Thiry, M. (2002). Combining value and project management into an effective program
management model. International Journal of Project Management, 20(2002), 221 – 227
Turner, J.R. (2009). The Handbook Of Project Based Management: Leading Strategic
Change in Organizations. 3rd
Eds. New York: McGraw-Hill Companies, Inc

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