Viettien positioning - Quang Huy + Hieu An + Minh Quang + Bao Nhu

1. Quang Huy + Minh Quang + Hieu An + Bao Nhu
Viet Tien
new Positioning

2. We can see that Viet Tien is very good at serving this segment (i.e. it is currently the market leader). But in order to achieve the
objective, there are two ways
- Gain share from competitors in the current segment à are challenging in a tough segment (market leader already) and not
yet capture future opportunities
- Looking for a new potential segment to serve and eat share of competitors in that segment
Looking at the population pyramid of Vietnam, especially working age, we see the 20-30 age range accounts the majority.
Furthemore, youngster spend more in clothing.
à the second option will be a fertile segment to tap into.
J2BD: DEVELOP A NEW BRAND’S POSITIONING THAT CLICKS MORE FOR THIS TA’S DEMAND | NOT TO REPOSITION
VIET TIEN CORE BRAND TO MAKE IT YOUNGER.
Debrief
Objective: gain share up to 30%
Looking into the current situation: Viet Tien holds 9% of
menswear market, serviing its core target 30-45 Y.O. segment.

3. Market
Overview
Too formal for special
events like meeting,
present,
Brands:Viettien (9%), An
Phuoc (2%), Pierre Cardin
(0,6%), Khatoco, N&M, ...
In modern society, male consumers are paying attention to the clothes they wear, as most of them
are becoming more aware of the importance of personal appearance
Menswear market in general is segmented accordting to their usage context (like work, go out,
wedding, ....). The same applying to office menswear market, we have 3 sub-categories:
CASUAL SMART CASUAL FORMAL
Informatl for people
working creative work,
start-up, ...
Brands: Ninomaxx (2,5%),
Blue Exchange (1,3%),
Giordarno(0,4%), ...
For daily working day
Brands: Armani Exchange
and other shops including
local ones such as SSStuter,
Mr.Simple, BILuxury(79,7%)
The smart casual style is prefessional enough for daily working
but not too formal to be offputiting
Hence, the demand space for smart casual is biggest.
à Need to look into smart casual menwear sub-category

4. The smart casual
style is prefessional
enough for daily
working but not too
formal to be
offputiting
-> the demand
space for smart
casual is biggest.
For smart casual
menwear there are a
lot of competitors but
small, local, not
significant -such
competition is
scattered with lots of
brand owning less than
1% share per one
within smart casual
sub-category.
Our competitive advantages
over these scattered local
competitors include:
- Winning quality: Viet Tien’s
products are exported
internationally, proving a
standard of quality..
- Product availability: while
our competitors have to
hand-carry clothes from
neighbor countries
(Thailand), we proactively
make the clothes
- Developed distribution
system
Very potential segment for Viettien to play into
Demand
space
When choosing any demand space for your brand, you must answer two
questions:
1. How big and/or potential it is
2. Your competitive environment & opportunity to win?

5. Viettien
Smart casual
With this strategy to tap into smart casual sub-category
with TA aged 20-30. Viet Tien needs a brand that can
serve well and is relevant with this segment.
Luckily, Viettien created Viettien Smart Casual for the
comfortable office wear for men. However, it needs to
be positioned in the right way to win in the smart casual
sub-category
So, JTBD of this proposal:
POSITIONING VIETTIEN SMART CASUAL to be
NEXT-GEN of VIETTIEN CORE

6. Consumer
Overview
The mega-trend in clothing for Vietnamese youth has become ‘looking
good’. It is very understandable: they are now more willing to spend
exposed to different standards of good looks through media - esp. those
of South Korea - while their parents are more reserved as a result of their
experience in the wartime. The drivers for clothing has been shifted from
protection and coverage to style. Also, young people believe that
looking good will help them build their career.
OBSERVATION:
- Buy multiple quantity of one shirt style.
- Buy the same style but in different colors and patterns/details
- In the morning, men take around 5 minutes while the majority of
women take much more time.
- To the extreme, men feel comfortable repeat outfits within a week, but
women try to wear different styles within a week or fortnight.
- When men are satisfied with a store, they will keep coming back.

7. Consumer
Insight
Product truth: simple solution for next-
gen office wear.
Category truth: men office wear exists
to make the man look professional and
well-accepted.
Consumer truth: men are simple
creatures
Insight: As an office worker, I want to
look professional. But I don’t want any
complication in choosing my clothes. All
I need is a simple solution (something
that I can repeat, neutral styles, etc.)

8. SIMPLIFYING CHOICE FOR MEN IN
OFFICE MENSWEAR
Strategy
HOW? We offer real value – less for more to simplify choice
for men.
Easy to wear/repeat outfit: neutral colors and modern details
Affordable quality: benchmarking pricing w/ competitors
but keeps core quality as expected in a Viet Tien’s
product
Easy to find: leverage on current developed distribution
system and expand to more relevant channels (e.g. old
apartment stores, etc.)

9. Root Strengths: Standingfor high quality, famous for Shirt
– product line, wide distribution with owned stores
nationwide
Competitive
environment: market is
promising with
unbranded players;
huge opportunity in
office millennials market.
Target: Millennials office
men, 20 – 30 years old,
urbanite who want to
achieve a professional
look with simple solution
at affordable price
Insight:
As an office worker, I want
to look professional. But I
don’t want any
complication in choosing
my clothes. All I need is a
simple solution (something
that I can repeat, neutral
styles, etc.)
.
Benefits: Simple,
neat design & high
quality materials at
affordable price (a
little higher than
middle price, lower
than premium) that
makeusers get
easier in
everyday
choice of
wearing
Values, beliefs&
personality: Simple,
Manly, Modern,
Modest, Safe,
Typical, Neutral
Discriminator: Simple,
youngstyle & design,
available atmany
stores to buy at
affordable price
BRAND ESSENCE
SIMPLICITY
Reason to believe:
Heritage brandwith
quality promise, new
simple, youngdesign
Brand key
BRAND PHILOSOPHY: In the sophisticated
and tough world, SIMPLICITY matters

10. Viettien smart casual provide SIMPLICITY-DRIVEN wearing
solution at affordable price: Young, Neat, Simple Design
with high quality materials that available to buy at many
Viettien owned stores for millennials office men.
Positioning
statement
PROVIDED WHAT NEED TO WHOM DIFFERENTIATE BY REASON TO BELIEVE
Functional: Simple wear solution for
professionlook with affordable quality
Emotional: Simplify choice of wearing
everyday to office and outside world
Millennials office men, 20 – 30 years
old, urbanite who want to achieve
a professional look with simple
solution and affordable quality
Simple, young style & design,
available at many stores, assured
by well known brand made in
Vietnam (stand for quality)
Long established brand with
credible quality

11. PLACE
PRICE
PACKAGING
PRODUCT
Simple but modern
Simple & modern box
Modern flagship store
Simple, neutral color tone
Ecommerce channels for brand
building and In-store for brand
experience & reinforce the new
extended positioning
400.000 – 500.000VND
Compare to local clothes retailers
Ex: Instead of Classic collar,
creating Mandarin collar
Marketing mix
399.000
499.000
369.000
469.000

12. SIMPLE SOLUTION FOR WORKLIFE
Build awareness about new line of
products that provide a simple and
relevant wearing solution for office
men to refresh Viet Tien brand.
ACTIVATION PLATFORM SIMPLE SOLUTION
FOR WORKLIFE
COMMUNICATION ROADMAP
Continue with simple and relevant
office wear.
Build the platform ‘Simple Solution for
Worklife’ for Viet Tien Smart Casual
with workshops.
Continue with simple and relevant
office wear.
Build Viet Tien as the inspirer of being
Mr. Simple – promoting the simplicity
mindset in worklife.
2017 2020 - 20212018 - 2019
Functional story Emotional story Aspirational story
At Viettien, we believe that life is simple, it’s just people who make it complicated.
#simple worklife
#simple lifestyle
#simple appearance
proposition

13. Quang Huy + Minh Quang + Hieu An + Bao Nhu
Thank you