BRAND MANEGEMENT

GROUP 7

ThaiTuanSilk


Do Thi Hong Nhi
Nguyen Thi Lan Anh
Pham Thi Bich Ngoc
Ho Dac Thien An
Nguyen Hoang Huy


HONG NHI

About Company
Established in 1993, by General Director Chi Thai Tuan
High quality brand
"Quality and continuously innovative designs".
Combine traditional elegance with modern appeal


HONG NHI

Ao Dai - Viet Soul
in Elegant Fabric

CASE SUMMARY

Bringing luxurious materials with

Thai Tuan's Ao Dai always has the soul of

Vietnamese cultural characteristics into

Vietnamese people mixed with modernity

each design, expressing a distinct style
that cannot be found in any other brand.


HONG NHI

CASE SUMMARY

Lencii collection with outstanding
milky white color, the collection
symbolizes the purity and nature of
schoolgirls.

Besides

Lencii,

Thai

Tuan also launched the Giấc Mơ
Hoa collection.

The Gracefullness

of School Girl


HONG NHI

Perfect Collection
for Modern Woman
The Rosshi and Silky collection, featuring work wear and
home wear, is perfect for the modern woman. Comfort
and luxury are at the heart of the collection

CASE SUMMARY


HONG NHI

CASE SUMMARY

Menni's
Collection
Not forgetting to give men a choice of
fashion. With cool materials, Menni's gives
men comfortable clothes to exercise.
Affirming masculine and elegant style


HONG NHI

CASE SUMMARY


CULTURAL VALUES
TO THE WORLD
Thai Tuan's fashion has been recognized by
experts. Large-scale fashion shows have
attracted the attention of fashion and media
circles not only in Vietnam but also in New
York and Paris.
Thai Tuan is honored to be the main supplier
of Ao Dai for beauty contests like Miss
Vietnam. In 2006, Thai Tuan provided
women's clothing for delegates to the AsiaPacific Economic Cooperation summit.
In addition, it also participates in
international textile and garment trade fairs
in Hong Kong and Paris.


LAN ANH

Question 1

What is the distinctive competency of
Thai Tuan Silk? How has this distinctive
competency helped Thai Tuan Silk to
achieve competitive advantage in the
marketplace?


LAN ANH

"STRATEGY"

Strategy is the distinctive
competency helped Thai Tuan
Silk to achieve competitive
advantage in the marketplace.


LAN ANH

Distinctive
competency
1

2

3

From its early days, Thai Tuan has defined

Thai Tuan is well known for its high-

Thai Tuan organizes large-scale

three focal factors for development, namely

quality fabric and the variety of

fashion shows to introduce the

strategy, management, and technology


products that it offers

new line of wear presented.


LAN ANH

Distinctive
competency
4

5

6

Thai Tuan has expanded efforts to

Thai Tuan also pioneered the labeling

The idea to produce the silk right in

bring Vietnamese textile products to

of brand names on fabric selvedges

Vietnam to replace imported silk.

the global stage.

to position Vietnamese brands in the

market.


BICH NGOC

Question 2
How will you describe the product mix of Thai
Tuan Silk? How has the product mix helped to
satisfy the tastes and preferences of different
groups of customers?


BICH NGOC

Product mix
PD FABRIC

Satin


Stretch fabric


Linen-look fabric

JACQUARD
FABRIC
Slub



Metallic look


A range of tone
jacquard fabric


BICH NGOC

How has the product mix helped to satisfy the
tastes and preferences of different groups of
customers?

Thai Tuan makes
customers satisfy their
preferences and tastes by
continuously launching
many collections of
women's wear designed
with their own silk material


BICH NGOC

Strategy

Offering products that can
be served to almost all
different customer groups


Launching collections that
tap into customer insights


THIÊN ÂN & HOÀNG HUY

QUESTION 3

3. How will marketing to international
markets be different from marketing to the
domestic market? What major challenges
will Thai Tuan Silk face in the international
markets? Besides participating in trade
fairs, what other marketing tools can Thai
Tuan Silk use to compete in the
international markets?


How will marketing to international markets be different
from marketing to the domestic market?
Domestic Marketing

International Marketing

Domestic marketing comprises of the marketing

International marketing is the kind of marketing

strategies


that focuses on a wider customer base, one

used

by

a

company

to

attract

customers and compel them to purchase a

that

extends

product or service within a local market. The

Customers from all over the world are targeted

marketing activities in domestic marketing are

in

restricted to the local boundaries, and a limited


marketing is quite complicated and requires

number of customers are served.

significant financial investments.

international

the

national

marketing.

boundaries.

This

kind

of

THIÊN ÂN


Differentiating factors between
domestic marketing and
international marketing

THIÊN ÂN


LANGUAGE

CULTURE

POLITIC & LAW

CURRENCY

TECHNOLOGY

MARKETING
ACTIVITIES


The difference when conducting
marketing activities:

Research: When conducting International
Marketing, it requires a lot of research and
thoroughness.
Area covered: differences in area coverage
require more strict management.

Customer characteristics: Deal with different
types of customers in terms of preferences,
tastes, etc.

Financial resources: Domestic marketing
requires fewer financial resources and capital

investment, whereas significant investments
are needed to carry out international
marketing.

THIÊN ÂN


What major challenges will Thai Tuan Silk face in the
international markets?
Compete with SILK products from
other countries

Culture & Language
Difficult to sell to international people, mainly
the Vietnamese community is many.
Change to adapt to the international market:
Trying to combine world culture without

Price

Colorful

Quality

losing the traditional beauty of Vietnamese

HOÀNG HUY


Besides participating in trade fairs, what other marketing tools can Thai Tuan

Silk use to compete in the international markets?
Digital Tool: Social media (Focus on creating accents for Vietnamese brands, emphasizing Vietnamese culture)
This is not only a garment but also a cultural heritage of the Vietnamese people

Vietnamese Women’s Day

Family collection for Lunar New Year

HOÀNG HUY


PR

E-commerce
flatform

Focus on the Vietnamese community in
other countries
Select KOLs, suitable models, brand
ambassadors such as Kyo York,
Tredene Dobson

Expand the market without
spending too much money
Increase revenue
Update product information
quickly and conveniently
HOÀNG HUY



Thai Tuan's products are mainly ao dai
and fabrics to make ao dai, so it is
necessary to focus on the Vietnamese
community and people who love
Vietnamese culture. And other
customer segments cannot be
overlooked. For the international market,
it is advisable to choose foreigners with
similar appearances to easily
penetrate the international market.

Kyo York is a foreigner who has a strong
love for Vietnam and is also the
ambassador of Vietnamese Ao Dai.


Thankyou