1. One-Year Marketing Plan S.O.S clothing store.
EXECUTIVE SUMMARY
This one-year marketing plan for S.O.S Clothing has been created by its 6 founders to secure additional
funding for growth and to inform employees of the company’s current status and direction. Research has
shown that the target market of printed-shirts consumers and retailers would like to buy more casual simple
T-shirt than the blouse. They are also interested in extending their personal style as well as adding self-
slogan. In addition, S.O.S plans to explore opportunities for online sales. The marketing environment has
been very receptive to the firm’s high-quality goods—casual clothing in trendy colors with logos and
slogans that reflect the interests of outdoor enthusiasts around the country. Over the next one year, S.O.S
company can increase its distribution, offer new products, and win new first customers.
CORE COMPETENCIES
S.O.S company seeks to use its core competencies to achieve a sustainable competitive advantage, in which
competitors cannot provide the same value to consumers that S.O.S company does. Already, S.O.S
company has developed core competencies in (1) offering a high-quality, branded product whose image is
recognizable among consumers; (2) creating a sense of community among consumers who purchase the
products; and (3) developing a reputation among retailers as a reliable manufacturer, delivering the
requested number of products on schedule (4) open more small store in events to introduce the self-design
T-shirts. By forming strong relationships with consumers, retailers, and suppliers of fabric and other goods
and services, creating a sustainable competitive advantage over its rivals is possible.
DISTRIBUTION STRATEGY.
Currently, S.O.S company aimed to marketed through regional and local specialty shops scattered in Ho
Chi Minh City. Fortunately, climate and season affected customers to tend to order the sales at specialty
shops, which sell more T-shirts during warm weather but other products (jackets, gleeves,etc) during colder
months. Thus, S.O.S will open some different types of retail outlets to solve the inventory during these
rainy days.
In addition, S.O.S company plans to expand online sales by offering the customized product line through
Internet only. Eventually we may be able to place internet kiosks at some of the more profitable store
outlets so consumers could order customized products form directly at the stores (123mua.com,
nhommua.com, muabanonline.com). Regardless of its expansion plans, S.O.S company fully intends to
monitor and maintain strong relationships with distribution channel members.
PROMOTIONAL STRATEGY.
S.O.S communicates with consumers and retailers about its products in a variety of ways. Information
about S.O.S —the company as well as its products—is available via the Internet, direct mailings, and in
person. The firms’ promotional efforts also seek to differentiate its products from those of its competitors.
The company relies on personal contact with retailers to establish the products in their stores. This contact,
whether in-person or by phone or directly face to face, helps convey the S.O.S message, demonstrate the
products’ unique qualities, and build relationships. S.O.S actively searches the first customers such as
youth union, organization or clubs in schools, universities. It may happened in October because there are a
lot of events or competition during the following months ( teacher’s day, Tet Holidays, youth union
anniversary, etc)
Sales promotions and public relations currently make up the bulk of S.O.S’s promotional strategy. S.O.S
staff works with retailers to offer short-term sales promotions tied to event and contests. Because S.O.S
also engages in cause marketing through its contribution to environmental programs, good public relations
have followed.

2. During the next year, the company plans to engage in the following marketing efforts:
• Hold open day of S.O.S store system with brochure, post restante or bill-board in which
customers can easily take a look into the brand of us. Especially, small kiosk in flea-market or
events helps show our technology in printing T-shirts. The customers draw their ideas or picture
that they want to show on their shirt first then our experts helping design on computer come in
second. All the process of printing T-shirt completely shows off to the customers and bring final
product in 15 minutes after designing.
• Attend in some high-schools and universities (their youth union or clubs, groups) to set long-
relationship in providing event-shirts , also giving discount coupons for the large amount of
orders.
• Hold a S.O.S design contest, selecting a winning slogan, logo or painting to be added to the
customized line.
• Giving small gift or discount for customers who give feedback after using S.O.S products.
PRICING STRATEGY. As discussed earlier in this plan, S.O.S products are priced with the competition
in mind. The firm is not concerned with setting high prices to signal luxury or prestige, nor is it attempting
to achieve the goals of offsetting low prices by selling high quantities of products. Instead value pricing is
practiced so that customers feel comfortable purchasing new clothing to replace the old, even if it is just
because they like the new colors. The pricing strategy also makes S.O.S products good gifts—for
birthdays, graduations. The customized clothing will sell for 150.000VND to 200.000VND more than the
regular Blue Sky logo clothing. The luggage ill be priced competitively, offering a good value against it
competition.