Marketing plan to launch A clothing brand in DaNang market

STATEMENT OF ORIGINALITY

This work has not been submitted for a degree or diploma in any university. To the best of

my knowledge and belief, the project contains no materials previously published or written

by another person except where due reference is made in the project itself.

Le Quang Truong

February 15th, 2011

ACKNOWLEDGEMENT

Firstly, I would like to express my appreciation to Dr. Bui Thanh Trang, my project tutor,

for all his valued guidance and expert advice in the preparation of this project.

Special thanks to my mentor for his personal encouragement and and unlimited support in

sharing marketing experience which motivated me to work harder on this project.

Last but not least I would like to send my deepest appreciation to my family and my

company for their emotional support and spiritual encouragement throughout my MBA

study.

TUTOR’S COMMENTS

(anh attached trang co chu ky cua thay Trang vao)

TABLE OF CONTENTS

EXECUTIVE SUMMARY.......................................................................................................1

CHAPTER 1: INTRODUCTION ............................................................................................4

1.1. Reasons to Research........................................................................................................4

1.2. Objectives of Research....................................................................................................4

1.3. Methodology ....................................................................................................................4

1.4. Scope of Research ...........................................................................................................5

1.5. Structure of Research ......................................................................................................5

CHAPTER 2: LITERATURE REVIEW ...............................................................................6

2.1 Process to launch a new product .....................................................................................6

2.1.1 Concept Development................................................................................................6

2.1.2 Concept Testing .........................................................................................................7

2.1.3 Prototype and Product Development ........................................................................7

2.1.4 Pilot Launch...............................................................................................................7

2.1.5 Commercialization ....................................................................................................8

2.2 Target consumer ..............................................................................................................8

2.3 Positioning........................................................................................................................9

2.4 Marketing Activities To Build And Develop A New Product.......................................9

2.4.1 Product ......................................................................................................................9

2.4.2 Price.........................................................................................................................13

2.4.3 Distribution..............................................................................................................15

2.4.4 Promotion ................................................................................................................17

CHAPTER 3: RESEARCH DESIGN...................................................................................19

3.1 Framework of Research ................................................................................................19

3.2 Methodology and Sampling composition .....................................................................20

3.2.1 Qualitative Research ...............................................................................................20

3.2.2 Quantitative Research .............................................................................................21

CHAPTER 4: MARKET ANALYSIS, RESULT OF RESEARCH & MARKETING

ACTIVITIES............................................................................................................................23

4.1 Market Analysis.............................................................................................................24

4.1.1 Market situation.......................................................................................................24

4.1.2 Introduction of Garment Resource Company .........................................................26

4.2 Result of Research.........................................................................................................27

4.3 SWOT Analysis..............................................................................................................33

4.3.1 Strengths ..................................................................................................................33

4.3.2 Weaknesses ..............................................................................................................33

4.3.3 Opportunities ...........................................................................................................34

4.3.4 Threats .....................................................................................................................34

4.4 Target Consumers..........................................................................................................35

4.5 Positioning......................................................................................................................36

4.6 Marketing Activities to launch ZIK ZAK.....................................................................37

4.6.1 ZIK ZAK...................................................................................................................37

4.6.2 Pricing of ZIK ZAK..................................................................................................38

4.6.3 Distribution of ZIK ZAK..........................................................................................39

4.6.4 Communication Strategy of ZIK ZAK .....................................................................40

4.7 PROFIT/LOST in 5 YEARS..........................................................................................43

CHAPTER 5: CONCLUSION................................................................................................44

REFERENCE

A. BOOKS ..................................................................................................................................46

B. DOCUMENT OF MBMM-4 COURSE .................................................................................46

APPENDIX ..............................................................................................................................47

Appendix 01: Discussion Guidelines.....................................................................................47

1) CONSUMERS’ LIFESTYLE............................................................................................47

2) APPEARANCE & U&A OF FASHION/CLOTHING.....................................................47

3) IF RESPONDENTS DON’T MENTION CLOTHING, PROBE:....................................48

4) For BRANDED CLOTHES WEARER.............................................................................48

5) PURCHASE HABIT:.........................................................................................................48

6) BRAND ASSESSMENT ...................................................................................................49

Appendix 02: Quantitative Questionnaire...........................................................................49