Group 3:
Huỳnh Thảo Phương 2221001755
Lê Hoàng Mai Khanh 2221001609
Phạm Ngọc Diệp 2221001539
Trần Nguyễn Kiều Vy 2221001908
Nguyễn Thu Trâm 2221001845
MARKETING MANAGEMENT
Scenario: You are planning to build a clothing brand in HCMC
1. Segmentation: Use four distinct segmentation variables (demographic, geographic,
psychographic, and behavioral) to effectively segment your market.
2. Targeting:
a. Based on the market segmentation, identify and describe your ideal target
market(s).
b. Outline the specific target marketing strategy your clothing brand will adopt (e.g.,
mass marketing, segmented marketing, niche marketing, or micro-marketing).
Explain how this strategy aligns with your chosen target market.
3. Positioning:
a. Identify the points of parity (POP) that your clothing brand will share with
competitors and points of difference (POD), which are the unique attributes or
services that will set your brand apart.
b. Based on your POP and POD, create a positioning map and define the positioning
strategy your clothing brand will use to create a distinct image in the minds of your
target customers.
1. SEGMENTATION
1.1 Geographic Segmentation
- Neighborhoods:
+ Urban Areas: Districts 1, 2, 3, 4, 5, 6, 7, 8, 10, 11, Binh Thanh, Phu Nhuan,
Tan Binh, Tan Phu, Go Vap
+ Suburban Areas: Binh Chanh, Hoc Mon, Nha Be, Cu Chi, Can Gio, District
12
- Climate:
+ Rainy Season: May to November
+ Dry Season: December to April
1.2. Demographic Segmentation
- Age and Life Cycle:
+ 0 - 5 years old
+ 6 - 15 years old
+ 16 - 22 years old
+ 23 - 35 years old
+ 35 - 55 years old
- Gender: Male/Female/Others
- Generation: Gen X, Gen Y, Gen Z, Gen Alpha
1.3. Psychographic Segmentation
- Social Class:
+ Lower Class: Income depends on the family, and purchasing decisions are
influenced by others (parents, guardians).
+ Working Class: Starting to earn income, considers spending, prioritizes
quality products and functionality.
+ Middle Class: Stable income, able to afford higher quality products, diverse
needs from essentials to quality-of-life improvements.
+ Upper Class: High income, focuses on quality, brand, and uniqueness of
products. Willing to spend on premium items and tends to purchase iconic
products of status.
- Personality:
+ Openness: Fantasy-prone, open to feelings, various values and beliefs, and
new and different ideas.
+ Conscientiousness: Competent, orderly, achievement-oriented,
self-disciplined.
+ Extraversion: Gregarious (sociable), warm, active, positive emotionality.
+ Agreeableness: Trusting, straightforward, altruistic, modest.
+ Neuroticism: Anxious, angry, vulnerable, self-conscious.
- Lifestyle:
+ Active lifestyle may prefer sporty, casual, and comfortable styles.
+ Luxurious lifestyle may prefer glamorous, trendy, and expensive styles.
- Value:
+ Values sustainability: prefer eco-friendly, ethical, and minimalist styles.
+ Values achievement: prefer prestigious, sophisticated, and professional
styles.
1.4. Behavioral Segmentation
Occasion:
- Clothing for special events (parties, attending events): Customers seek luxurious,
intricate, and stylish outfits, sometimes even custom-made.
- Homewear: Consumers look for comfortable clothing for daily activities at home.
- Work/School attire: Customers purchase clothing for daily activities such as office
wear or school uniforms.
Benefit:
- High quality: Customers care about the fabric quality and durability of the product.
- Fashionable styles: Customers seek clothing that follows the latest fashion trends.
- Affordable prices: Some customers focus on reasonable prices, prioritizing
clothing that offers good value.
- Comfort and convenience: Customers look for easy-to-wear clothing with
practical designs, such as multi-pocketed outfits, stretchable fabrics, ease of
movement, and suitability for daily activities.
- Sustainability and eco-friendliness: Customers seek clothing made from
environmentally friendly materials, produced through sustainable processes that do
not harm nature.
- Easy maintenance: Some customers prioritize clothing that is easy to wash, and
doesn't fade, or wrinkle easily after washing.
- Good service policies: Customers value flexible return/exchange policies and
product warranties.
- Versatility: Customers want clothing that can be worn in various settings, such as
from the workplace to parties or outdoor events.
- Market novelty: Customers look for products with creative, unique designs or
made from new, unconventional materials that are not widely available.
- Personalization: is a benefit that customers desire, especially when they are
looking for products designed according to their own style and preferences.
User status:
- Nonusers customer: are customers who do not need to join the industry.
- Potential customers: These are individuals who have not purchased yet but are
aware of the brand through marketing channels or advertisements and have shown
interest. They are researching and considering buying the product.
- 1st time customer: Customers who are making their first purchase from the brand.
This group is just beginning to experience the brand's products and services.
- Regular customers: Customers who have purchased multiple times and habitually
return to buy from the brand. They have had a positive experience with the product
and often make periodic purchases, possibly weekly or monthly.
Loyalty:
- Hard Core loyals: Customers who are strongly attached to the brand, regularly
return, and are minimally influenced by competitors' advertising campaigns.
- Split loyals: These customers are loyal to a few selected brands rather than just one.
They may purchase from your brand but also buy from competitors when necessary
or convenient.
- Shifting loyals: These customers change their loyalty from one brand to another
over time. They might have been loyal to one brand in the past, but due to factors
such as price, quality, or service, they switched to another brand.
- Switchers: This group of customers is not loyal to any brand. They easily switch
between brands without any strong attachment.
2. TARGETING
2.1. Target Market
SEGMENTATION VARIABLES GEN Y WOMEN
Geographic Neighborhoods
Urban Areas: Districts 1, 2, 3, 4, 5, 6, 7, 8, 10,
11, Bình Thạnh, Phú Nhuận, Tân Bình, Tân Phú,
Gò Vấp
Demographic Age and life cycle 29 - 43 years old
Gender Women
Generation Gen Y
Psychographic Social class
Upper Class: High income, focuses on quality,
brand, and uniqueness of products. Willing to
spend on premium items and tends to purchase
iconic products of status.
Personality Their style aligns with the Conscientiousness
trait, characterized by exceptional work
performance and strong organizational skills,
enabling them to manage time efficiently. They
constantly strive for achievement in all areas,
while possessing self-discipline that allows them
to control their emotions and actions. These
qualities blend together, creating a life full of
planning and goal orientation, helping them
shine in any situation.
Lifestyle Luxurious: The lifestyle may prefer glamorous,
trendy, and expensive styles.
Value Values sustainability: prefer eco-friendly,
ethical, and minimalist styles.
Values achievement: prefer prestigious,
sophisticated, and professional styles.
Behavioral Occasion
Segmentation Clothing for special events (parties, attending
events): Customers seek luxurious, intricate,
and stylish outfits, sometimes even
custom-made.
Work attire: Customers purchase clothing for
daily activities such as office wear.
Benefit
High quality: Customers care about the fabric
quality and durability of the product.
Fashionable styles: Customers seek clothing
that follows the latest fashion trends.
Easy maintenance: Some customers prioritize
clothing that is easy to wash, and doesn't fade,
or wrinkle easily after washing.
Good service policies: Customers value flexible
return/exchange policies and product warranties.
Market novelty: Customers look for products
with creative, unique designs or made from new,
unconventional materials that are not widely
available.
Personalization: is a benefit that customers
desire, especially when they are looking for
products designed according to their own style
and preferences.
User status
Potential customers: These are individuals who
have not purchased yet but are aware of the
brand through marketing channels or
advertisements and have shown interest. They
are researching and considering buying the
product.
1st time customer: Customers who are making
their first purchase from the brand. This group is
just beginning to experience the brand's
products and services.
Regular customers: Customers who have
purchased multiple times and habitually return
to buy from the brand. They have had a positive
experience with the product and often make
periodic purchases, possibly weekly or monthly.
Loyalty
Split loyals: These customers are loyal to a few
selected brands rather than just one. They may
purchase from your brand but also buy from
competitors when necessary or convenient.
2.2. Targeting Strategy
The niche marketing strategy was chosen for this segment for the following key reasons:
- Clear and Specific Target Audience: Our target group is Generation Y women
(ages 29-43) living in vibrant urban areas. They prioritize quality and luxury,
seeking premium, unique products, creating a distinct market with both challenges
and appeal.
- Value Focus: Niche marketing allows the brand to develop and promote tailored
products that meet the expectations of this group.
- High Spending Potential: With high incomes and a willingness to spend on
premium products, this group promises frequent purchases and higher profits.
Niche marketing helps the brand focus its resources on meeting the specific needs of this
valuable customer segment, creating differentiation and competitive advantage.
3. POSITIONING
3.1. Customer Ratings of Competitors:
Focus Product Customer Personalization Manufacturing Varied
on the quality service quality product
design lines
model
KTPVD E G G E G F
(Group 3)
CONG G G E G G E
TRI
DO LONG G G G G G E
3.2. POD
- Focus on Design Model: This approach prioritizes specialization
over-diversification, with an emphasis on perfecting a select range of clothing items
like dresses. Rather than expanding into multiple product lines, the focus is on
enhancing designs, colors, and quality, ensuring each piece stands out in terms of
craftsmanship and aesthetic appeal.
- Personalization: Offer custom designs based on customer preferences, ensuring
each product reflects their unique style and fit.
3.3. POP
- High Product Quality: Emphasize exceptional materials and attention to detail for
superior products.
- High Manufacturing Quality: Focus on handcrafting techniques to ensure
meticulous construction and long-lasting durability.
3.4. Direct/Indirect competitors
In competitive analysis, separating direct and indirect competitors is essential to
understanding the market landscape more effectively. Do Long and Nguyen Cong Tri are
direct competitors as they share a similar target audience and product range, focusing on
high-end and customized fashion. On the other hand, Valenciani and SIXDO fall into the
category of indirect competitors because, although they operate within the same industry
and target the same customer segments but offer products that differ in style, price point, or
brand positioning
3.4.1. Direct competitors: DO LONG & CONG TRI
- DO LONG: Do Long is a renowned luxury fashion brand for women in Vietnam. It
proudly offers two main product lines: Ready-to-Wear and Evening Wear. With a
focus on enhancing beauty through sensuality and elegance, Do Long's clothing has
become a symbol of intricate tailoring and high-end embroidery techniques. The
brand confidently stands as a top choice for celebrities at major events.
- CONG TRI: The philosophy behind CONG TRI’s collections is developed on the
foundation of elegance, poise, and finesse. The exceptional craftsmanship
manifested in each piece is the core value that allows women to become shining
stars at every special moment of their lives. Through the delicate embroideries,
exquisite draping techniques, and intricate embellishment, CONG TRI’s creations
accentuate an inherent beauty of women who gracefully bring the touch of absolute
elegance, modernity yet, femininity and empowerment.
3.4.2 Indirect competitors
● VALENCIANI: Valenciani, the renowned fashion brand founded by visionary
designer Adrian Anh Tuan in 2007, goes beyond creating garments of timeless
elegance and luxury. Adrian seamlessly weaves elements of culture into his
collections, resulting in designs that celebrate diversity and create a sense of
cultural fusion. Drawing inspiration from Vietnam and around the world, Adrian
Anh Tuấn infuses his creations with a rich tapestry of colors, patterns, and motifs.
By incorporating cultural influences, Valenciani’s designs capture the essence of
different traditions, breathing new life into age-old aesthetics. Through his
meticulous craftsmanship and attention to detail, Adrian pays homage to the
heritage that inspires him. Each Valenciani piece becomes a unique expression of
cultural fusion, reflecting the beauty and diversity of our interconnected world.
● SIXDO: inspired by the six adopted children of designer Do Manh Cuong, reflects
not only beauty but also community-driven values, promoting empathy and
self-love in women. The goal is for #SIXDO to become a way of life, helping
women spread their unique beauty while encouraging positive humanism in society.
Established to make Do Manh Cuong's designs more accessible with mid-range
pricing, #SIXDO blends elegance, minimalism, and luxury. Every product is crafted
with quality and women's needs in mind. SIXDO aspires to reach a nationwide
audience, offering youthful charm for younger women and elegance for
middle-aged women, all with a focus on minimalism and serenity.
3.5. Positioning Map
Define the positioning strategy: “Tailored to Perfection”
The "Tailored to Perfection" positioning strategy highlights a brand's commitment to
delivering flawless garments through refined designs and superior craftsmanship. Each
piece is custom-made, meticulously crafted to celebrate individual style and offer a unique
elegance. The artisanal production ensures not only beauty but also durability and comfort,
catering to customers who appreciate perfection in every detail.
REFERENCE
Sixdo. (2021). Câu chuyện thương hiệu. https://sixdo.vn/cau-chuyen-thuong-hieu-ste31
CULT MIA. (2024). About Valenciani. https://cultmia.com/pages/about-valenciani
Đồ Long. (2024). From https://dolong.com.vn/
Công Trí. (2024). From https://congtri.com/
Valenciani. (2024). From https://valenciani.com/
