(Tiểu luận) product positioning statement template

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (3.13 MB, 21 trang )

<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

<b>University of Economics and Finance Economics Department </b>

<b>FINAL REPORT </b>

Subject: Product Management Lecturer: Luu Thanh Thuy Class: A05E

Tran Thi Que Chi Bui Thi My Vy Le Thi Minh Thu Phan Thanh Kim Hue Nguyen Cat Tuong Loan Nguyen Hong Phuc Pham Tien Sy Nguyen Huynh Quang

<b>HCMC, October 29 , 2020 <small>th</small></b>

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<b> Diagrams and other descriptors </b>

<b> Section 3 The marketing evirionment for the product </b>– <b>12 </b>

<b> Section 5 Product lauches being planned or being carried out </b>– <b>16 </b>

<b> Section 6 Cross-functional dependencies or deliverables </b>– <b>17 Section 7 Intergrated budgets for all programs </b>– <b>17 </b>

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

<b>I. OPPORTUNITY STATEMENT TEMPLATE </b>

Name of this opportunity 2-in-1 Jacket Idea type or category Fashion

Source of the idea Based on real experience of sunproof skirts and jakets Date of the original evaluation October 24 , 2020<small>th</small>

Product manager’s name <b>Tran Ngoc Tuyet Ngan </b>

Name of engineer <b>Tuong Loan, My Vy, Kim Hue </b>

Name of marketing manager <b>Que Chi, Hong Phuc, Minh Thu </b>

Name of other evaluator <b>Tien Sy, Huynh Quang </b>

<b>Situation Summary: [What is the customer’s problem? Describe how this need was uncovered.] </b>

- Customers need an item that protects them from the sun but is convenient, easy to carry and has an eye-catching design. Therefore, we develop and improve this product based on sunscreen dresses available on the market to help users to easily avoid the harmful effects of sunlight.

- We found that even though most of the sun protection clothing products available on the market today have good ability in sun protection, they are still quite cumbersome to carry and take up space when stored. Products such as sunscreen skirts, sun protection suits must be brought separately and users have to carry, so it's quite inconvenient.

Hence, a 2- -1 integrated sunscreen product was born to meet the needs of consumers in

<b>For whom is this opportunity intended? [market segment or customer target type] </b>

Most are women aged 15-30

<b>How wo</b>uld this opportunity solve the customer’s problem?

With smart design, our "2- -1 jacket" can change style and use depending on each case. in The foldable suit can turns into a trendy jacket when the weather is cool, and it can also be opened up into a sun protection suit in the sun. Consumers only need to bring one product that has two uses and two different ways of wearing, and also does not need to carry too many items with them.

<b>How is this opportunity aligned with the division or campany’s stategy? </b>

Social Media Marketing

<b>What characteristics of this market make it an attractive opportunity? </b>

1. Consumers want products that help them protect against sun. 2. Consumers want better designed sun-protective clothing.

3. Consumers want sunscreen clothing more convenient.(in carrying, storing,..) 4. The market currently has almost no product that meets the 3rd thing. It only has separate sun-protective clothing.

<b>Who are the primary competitors? </b>

<b>Local brands with well-designed jackets. (LYOS, HBS,…) </b>

<b>II. PRODUCT POSITIONING STATEMENT TEMPLATE </b>

<b>Too long to read onyour phone? Save to</b>

read later on your computer

Save to a Studylist

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

5 Date prepared October 24 , 2020 <small>th</small>

Life cycle phase Development Product manager’s name Trần Ngọc Tuyết Ngân Name of engineer Tường Loan, M Vy, Kim Hu ỹ ệ Name of marketing manager Quế Chi, Hồng Phúc, Minh Thư Name of other evaluator Tiến S , Hu nh Quang ỹ ỳ

<b>Customer target or segment for which this product is designed: The validated needs of this customer type include: </b>

1. Convenience 2. Neatly 3. Fashion

<b>The product meets the needs of this customer with the following features or attributes: </b>

1. Combine two sunscreen products into one 2. Compact as only one jacket

3. Products are designed in a trendy fashion

<b>This customer (target) will benefit from using this product because it helps them: [How will </b>

the customer will be able to achieve some value, either in qualitative or quantitative terms?] Products that save them money, are convenient to carry, meet their fashion needs and protect their skin.

<b>The product is unique because of the following: </b>

The product is unique because it’s two in one.

<b>The product compares favorably to competitive products because of the following: - Products are leaner than products already on the market. </b>

- Products for the convenience of customers.

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

<b>* Industry environment analysis: </b>

-Before 2018, Jean clothing brands established in Vietnam were extremely scarce. In recent years, especially in 2018, Local Brands have been massively launched in the Vietnamese market. Teenegers love this fashion line up to 90%. Currently, the gap between the Local Brand and the commercial fashion brands is narrowing. Some famous names are mentioned such as: Dirty Coin, Hanoi Riot, All About Him, SSStutter, HBS, LYOS,...

<b>* Conpetitiors: </b>

- LYOS:

Inspired by the mark of "infinity" that was rebuilt vertically with the desire to develop sustainably and always move forward, LYOS is a Local Brand formed with the purpose of joining hands to build the community of Streetwear Vietnam. Male.

LYOS's style is towards sophistication and a bit of Hi-end, a little bit of emphasis but not cumbersome and fussy. Drawings that are a bit more liberal, not sacred to the realism are often appeared in LYOS products to satisfy the desire to give the product a bit of depth, as well as have valuable stories. behind each design.

- HBS:

From the name HBS a.k.a Hanoi Boyz Swagg, we can feel the boldness of Hanoi style in this Local Brand. Established in 2012, HBS is a Hanoi Local Brand with many variations in products from darkwear style items to creative graphic tee.

One of the most prominent items of HBS is the Coat Jacket “THERE IS A METHOD TO OUR MADNESS”. This Local Brand Jacket is part of a collection combined with Vietnamese Street Style Group, which is highly appreciated by the fashion community for its ability to design and use ingenious materials.Item Coat Jacket is inspired by X- images. Optical is unique in medicine.

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

7 Name the competitor

and the products with which you intend to,

How do you capitalize on what you know and have researched to beat the competition using this - Both have fashion value and have sun protection effects.

- Is a new product on the market.

- With 1 money, customers will have more value compared to other brands. still quite low

<b>Describe the market segments and customer types: </b>

Demographics:

- Geography: Distribution of products for major urban areas of the country such as Da Nang, Nha Trang, Ho Chi Minh City, Hanoi ...

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

+ Fashion: Bring a creative dynamic style to teenagers

+ Sun protection: Better skin protection than conventional products

Description: The product is a combination of jacket and sunproof long skirt. Create a 2- -in 1 product. Inside the jacket has a zipper, which is connected to the other zipper on the side of the jacket to turn the sunscreen long skirt into a jacket.

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

<b>• Diagrams and other descriptors : [If needed, add pictures, diagrams, or </b>

reference models that will add clarity to the product description.] Product information :

- Materials: Polyester , cotton Fabric - There are 4 size : S, M, L, XL

- And 4 colors: Black, White, Pink Pastel , Blue Pastel

Vision We want our products to be exclusive and as a pioneer in this product line Goals To become the market leader in Sunscreen fashion

Initiatives Collab with other brand such as Lime Orange , Uniqlo to upgrade our

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

11 Purpose To be fashionable in the sun.

User problem The design may not afford to elder.

User value Our product helps the customer to protect their skin from sun ray. Not doing The product can not use as a raincoat or coat

Acceptance criteria Affordable price, unisex design, multiple size,..

<b>V. BASE CASE FINANCIALS-BUSINESS AS USUAL (OR BASE CASE) </b>

Use this fanancials profile to show how the business might perform if no investment is made.

</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">

<b>Section 1 Excutive summary </b>–

<b>Marketing program summary: </b>

- Design drawing board templates to test customers

- I send suggestions to my best friends to spread the word as possible.

- We will run ads on facebook, integration, zalo ... to get interaction through social networking applications.

- Build a simple promotional video, but impress customers.

- Search for stores that buy and sell sun protection products to recommend this new product

- Offer coupons on the first purchase.

<b>Alignment: </b>

- These investments are the basic steps that a business needs. - Plan to complement the product's development strategy

- For people to know about a new product will take a lot of time and my product itself also knows that I do not have customer confidence.

- The first step: We can only do everything we can to make the product as known as possible and running the above ads is the most reasonable and effective thing.

Assumptions and Risks:

- Spending a lot of money on running tvc.

- Information is easily diluted and washed away if there is not enough money to run tvc on the websites.

<b>Key Marketing Investments and Expected Returns: </b>

Current year Expected returns Next year Expected

<b>Section 2 Strategic context </b>–

The 2 in1 jacket will be released on November 11, 2020 as the first product of Herecome the sun. Today, sunscreen is very popular and essential especially for women.

The product will release the first 500 units on the market for testing. with a total investment of 450,000,000 million VND and expect to recover capital within 3 months. The product will be invested in running ads continuously through websites such as Facebook, instagram, zalo, ... 10% discount for the next order. Rent kol to model the product. In addition, products will be sold onlline through the store's own page, customers can freely choose their products without going to the store directly. With these strategies we estimate that we will suffer a loss in the first 3 months and will pay back in the 4th month.

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

<b>Section 3 The marketing evirionment for the product </b>–

<b>* Industry environment analysis: </b>

Before 2018, Jean clothing brands established in Vietnam were extremely scarce. In recent years, especially in 2018, Local Brands have been massively launched in the Vietnamese market. Teenegers love this fashion line up to 90%. Currently, the gap between the Local Brand and the commercial fashion brands is narrowing. Some famous names are mentioned such as: Dirty Coin, Hanoi Riot, All About Him, SSStutter, HBS, LYOS,...

<b>* Conpetitiors: </b>

- LYOS:

- HBS:

</div><span class="text_page_counter">Trang 14</span><div class="page_container" data-page="14">

<b>Name the competitor and the products with which you intend to, or already </b>

<b>How do you capitalize on what you know and have researched to beat the competition using this </b> - Both have fashion value and have sun protection effects.

- Is a new product on the market.

- With 1 money, customers will have more value compared to other brands. still quite low

<b>* Describe the market segments and customer types: </b>

Demographics:

- Geography: Distribution of products for major urban areas of the country such as Da Nang, Nha Trang, Ho Chi Minh City, Hanoi ...

- Age: The target customers that the company is targeting are between the ages of 15 and 30 years old

- Sex: Female - Stable income

</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">

15 - Product benefits:

+ Fashion: Bring a creative dynamic style to teenagers

+ Sun protection: Better skin protection than conventional products

The target customers that the company is targeting are female between the ages of 15 and 30 years old

Women on the street often wear dresses or short skirts,… they need something more fashionable when they wear clothing that protect their skin and easy to take with them. Besides that they also care about how they look, for that reason they need a comfortable and stylish outfit.

The product is added with a long sun-proof skirt to the lower inner part of the

A product bring not only convenience but also fashion

Stable income A price worthy of the quality

Affordable price Save money ( instead of buying a jacket and a sunproof long skirt , the customer just have to buy 1 product)

<b>The Value Proposition for the Product: </b>

<b>Here Comes The Sun </b>

In today's market, it is very easy for us to find a kind of sunscreen long skirt and a fashionable jacket. But it is impossible to find a product that contains both things in one, we are the pioneer in combining those two products together.

The product is: • Fashionable • Easy to wear • Easy to carry

</div><span class="text_page_counter">Trang 16</span><div class="page_container" data-page="16">

<b>The Positioning Statement for the Product: </b>

For people look for a combination of fashion and convenience, 2- -1 jacket is the fashionable in product with youthful style that give an outfit that can both shade the sun and is well-designed and convenient so they can go out comfortably with only our product. We will bring out the product that have never existed in the market, and that make us unique. jacket and sunproof

long skirt. Create a

</div><span class="text_page_counter">Trang 17</span><div class="page_container" data-page="17">

<b>Materials </b><b> Garment factory Company Customer </b> 

<b>Section 5 Product lauches being planned or being carried out </b>–

Since all product projects need to be launched, it might prove helpful to include a Launch Plan. If a new product or enhancement is being readied for market, then this section should be

linked to the launch profile presented in the Business Case.

<b>Section 6 Cross-functional dependencies or deliverables </b>–

</div><span class="text_page_counter">Trang 18</span><div class="page_container" data-page="18">

<b>Section 7 Intergrated budgets for all programs </b>–

Corporate Program Support 0 0 0

</div><span class="text_page_counter">Trang 19</span><div class="page_container" data-page="19">

Customer Councils/Advisory Boards 0 0 0 Beta or Field Trial Support Prorgams 0 0 0 Other Marketing Service and

Competitors will join in our field Show the customer who is the leader in this field, Our products are confirmed to be the best with trendy designs with convenience . And ready to launch the new product to make our product line wiser.

Can not sell the product because it’s not popular yet

Increase marketing activities , running advertisement with the denser density Lockdown because epidemics and natural

disasters such as Covid 19 , hurricane , flood

Convert our business mainly to online, increase attraction by adding promotions

</div>