Young Marketers Elite 4 | Brand Positioning | Công Dũng - Hoàng Yến - Quỳnh Phương - Thái Hoàng - Lan Chi

1. H E L L O
Young Marketers Elite Development 4
Positioning Assignment 2
Thái Hoàng – Quỳnh Phương – Công Dũng – Hoàng Yến – Lan Chi

2. AGENDA
Category Understanding
Consumer Understanding
Company Understanding
Positioning - BrandKey
Competition Understanding
Bebrief

3. DEBRIEF
BUSINESS BACKGROUND CHALLENGE
• Vietnam is the world's top exporters of textiles and garments and a well-known
manufacturer for many famous brands. However, the domestic market is left
open and marginalized than foreign brands.
• In the context of free trade agreements (FTA, AEC and TPP), Vietnamese brands
in general and fashion brands in particular are facing more difficulties and
challenges. Their competitive edge is becoming a "major market" for home
ownership.
• In the menswear market, Viet Tien plays a role as market leader but also has to
compete with other global brands penetrating into the domestic market. Now
Viet Tien need to not only maintain its leading position but also enhance and
lead the development of domestic apparel industry, become “the second
Vinamilk” of the country's apparel industry.
BRAND’S AMBITION AND OBJECTIVE
• Occupy 30% market share in men office wear category in 2020
JOB TO BE DONE
• REBUILD POSITIONING FOR VIET TIEN BRAND

4. OCCASION-BASED FASHION OVERVIEW
Enabling a formal and standard outlook that be well-
accepted and recognized in the professional
environment
Business fashion
Casual fashion
At-home fashion
Party fashion
Enabling a comfortable and pleasant feeling, free
the body
Enabling a stylish outlook, show the personal
taste and personality
Enabling a flashy, highlighted and glamorous
outlook, show the social class

5. C A T E G O R Y U N D E R S T A N D I N G
KEY DRIVER - STYLE
Simple and elegance
Modern and trendy
Gentleman

6. C O M P E T I T I O N A N A L Y S I S
COMPET IT IV E
LANDSCAPE
Foreign
brand
Domestic
brand
Low prire High price
Merriman
An Phước
Owen Manhattan
Buss Figo
Mattana
Pierre Cardin
Novelty
May 10
John Henry
Monda
Vietthang
San Sciaro
Paul Smith

7. Vietnamese fashion brands are having their own
place in the domestic market by:
• Their influence is more widespread and well received
everywhere.
• Knowing how to tap into a niche market that foreign
fashion companies have little or no interest in
exploitation, it is a product line which is suitable for
Asian fashion culture, high class but not too
expensive.
• Reasonable price
• Variety of designs with young customers
• Some brands are more successful when building a
fashion style towards the dynamic, modern and
powerful in their own way.
C O M P E T I T I O N A N A L Y S I S
COMPET IT IV E
EDGE

8. STRATEGIC APPROACH
We do not position Viet Tien in these driver.
• UNDIFFERENTIATED
As competitors here and there have already positioned their brand in
those “Style” way, Viet Tien with its ambition to lead the category must
come up with a different and outstanding positioning – which represents
a value that is well perceived by target consumers but not too generic
like “Confidence” nor too niche like “Style”
• BENEFIT PLATFORM IS NOT BIG ENOUGH
“Style” is too niche, and in some certain extend, we consider it’s quite
disconnected with the men consumers.
- Is the majority of men chase for the style in an office wear?
- Is office wear well linked to the “style” concept?
WHY STYLE DOESN’T WORK?

9. • Find an appropriate VALUE that speaks for the men at their
workplace – A BENEFIT PLATFORM to inspire VNese men in
their career and professional environment
• Own the concept of #MATURE (T.O.M in the category truth,
together with #Formal) so that no other players can
compete with
STRATEGIC APPROACH

10. It’s a combination of finance and law
The clothes that make men feel
they’re growing up
The clothes that make every man a
mature men when putting it on
CATEGORY TRUTH

11. CONSUMER TRUTH
• For men at all times, career is biggest goal to achieve in
their life. Career stands for their “social status”, “ego” and
“signal of success”.
• Clothes, or office wear to be specific, has a big role in
enabling a presentable and formal appearance for men to
be well-accepted and recognized by others
• Thanks to the developing economy, people are increasingly
spending more on clothes, especially office wear so that they
can appear more confident at the workplace

12. “For me, success is to be BETTER DAY BY DAY so
that I’m always trying for the PROGRESS in my
career to be LEVEL-UP”
CONSUMER TRUTH

13. COMPANY - BRAND
In Vietnam, Viet Tien has become a well-known brand to Vietnamese consumers thanks
to its long establishment. In 2015, the company continued to be a leading player in
menswear with a value share of 9% and enjoyed a healthy growth rate in current terms.

14. COMPANY - BRAND
• The number of its store outlets was still at around 500 in 2015. They
represented the company’s extensive distribution network in
Vietnam, which penetrated into the majority of cities and
provinces in the country.
• Viet Tien Garment’s internet retailing was still under development
at the end of the review period. In 2015, this was limited to its own
website and third party internet retailers.
Viet Tien Garment keeps investing to
IMPROVE its TECHNOLOGY

15. Consumer truth
Category truth
Brand truth Designed for VIetnamese men’s progress
I N S I G H T
“I want a ready-made office wear that is
presentable and formal
that is A SIGNAL THAT I’M ALWAYS IN THE
PROGRESS TO LEVEL-UP at my workplace”
B R A N D P U R P O S E
Encourage young
professional men to progress
and level-up
B R A N D V I S I O N
The best ready-made brand
with for Vietnamese men in
their professional environment
“For me, success is to be BETTER DAY
BY DAY so that I’m always trying for
the PROGRESS in my career to be
LEVEL-UP”
The clothes that make men feel
they’re GROWING UP
The clothes that make every man
a MATURE men when putting it on

16. POSITIONING STATEMENT
To… the Vietnamese men, class ABC, who always look for a progress in
their career to be level-up
Việt Tiến is… the best choice
that… gives them a ready-made office wear that is presentable and
formal
so they can be well recognized in the professional environment.
That’s because… Việt Tiến is a top domestic brand with continuous
improvement in technology
Vietnamese men, class
ABC,
Urban and suburban
Forward-looking, on-the-go
Continual learning and
developing
Accelerating, escalating
What need
Uniqueness
RTBs
a ready-made office
wear helping them to
appear presentable
and formal at their
workplace
Good technology
in textiles and
garment
craftmanship
Vietnam high quality
certificated brand
Continuous
improvement in
technology
For whom

17. INSIGHT
Top domestic menwear brand
since 1977
ROOT STRENGTH COMPETITIVE ENVIRONMENT
• Foreign
• Domestic brands with high price
TARGET CONSUMER
“I want a ready-made office wear that is
presentable and formal
that is a signal that I’m always in the
progress to level-up at my workplace”
Cải tiến vì những
nỗ lực tiến bộ của
bạn
Designed for the
progress
ESSENCE
BENEFITS
• Functional: Comfortable
Emotional: Elegant, Confident,
Well-organized
RTBs
Leading brand
Continuous improvement in
technology
VALUE/ PERSONALITIES
• Value: Idealism & Elegance
• Personalities: standard-
oriented, thoughtful, moderate
DISCRIMINATOR
Good technology in
textiles and garment
craftmanship
• Men (22-45 y/o), ABC, urban and suburban
• Forward-looking, on-the-go
• Continual learning and developing
• Accelerating, escalating
INSIGHT

18. Ho Chi Minh City May 19th, 2017
THANK
YOU