(English) Phân tích hành vi người tiêu dùng sản phầm giày MLB tại Việt Nam

CONTENTS
PART 1: INTRODUCTION...............................................................................1
1.1. Short profile of MLB................................................................................1
1.2. Target customer and target market.........................................................2
1.3. Aims: make a research and analyze the current marketing strategy
and some suggestions.......................................................................................2
PART 2: ANALYSIS ABOUT THE CURRENT 4PS MARKETING
STRATEGY OF MLB.........................................................................................4
2.1. Secondary research...................................................................................4
2.1.1. Product.................................................................................................4
2.1.2. Price.....................................................................................................5
2.1.3. Promotion.............................................................................................6
2.1.4. Place.....................................................................................................7
2.2. Primary research.......................................................................................8
PART 3: SUGGESTIONS A MARKET CAMPAIGN AND CONCLUSION
FOR MLB...........................................................................................................11
3.1. Suggestions a market campaign.............................................................11
3.2. Conclusion...............................................................................................12


PART 1: INTRODUCTION
1.1. Short profile of MLB

MLB stands for Major League Baseball, is a Korean fashion company founded in
1997, developing and producing sports fashion trends and mainly in the direction of
baseball sports. Over 23 years of operation, the company has achieved many successes
for itself. Today, MLB operates 280 stores in Korea and also operates overseas
business in the Asia region.
In 2019, this fashion brand has an official store in Vietnam. MLB is known to
many Vietnamese people when it launches Authentic MLB Shoes designed in sneaker
style but still slightly oriented with Asian characteristics and especially suitable for

young Vietnamese people.
Korean MLB shoes possess a modern,
fashionable design made from high-quality
leather, which is durable and long-lasting. MLB
shoes are easily combined with many different
outfits to create a beautiful set of clothes when
going out, going to school or walking on the
street, etc. The high padded sole helps to
enhance the wearer's figure, the seams are
delicate and sharp.
If you love Sneakers, the MLB is a great
choice with many styles and designs that are
very trendy and always ahead of their time.
1.2. Target customer and target market
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MLB's target customers are in the age group of 18 – 35;
Who are dynamic, personality, love street style and looking for sporty
footwear;
They have a moderate income or higher, living in big cities such as Hanoi,
Hai Phong, Ho Chi Minh City...

Recently, MLB sneakers are dominating the street fashion style in Korea. Not
only young people, but also many Korean celebrities are conquered by this sports
shoe. MLB Korea collaborated with top famous groups such as TWICE, EXO... to
create extremely wide coverage product promotion campaigns.
Today, the influence of the Korean cultural wave "Hallyu" on the young

Vietnamese generation is extremely strong. Therefore, MLB's target customers are
young (Vietnamese) people who love Korean idols. They are willing to spend money
to buy the sneakers that their idols wear in the advertisement.
1.3. Aims: make a research and analyze the current marketing strategy and some
suggestions
One of the most important things a business does to drive brand recognition to
customers is the campaigns of marketing strategy. According to the United Nations
Refugee Agency, a campaign is critical to the success of any planned registration
exercise, whether initial registration, verification or other activity. Regarding MLB,
they also design their own campaign that has made a strong impression on customers.
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Many of their strategies up to now have been reworked for many time, which has
shown the success of campaign-building in their marketing strategy.
As a young fashion brand that is loved by many
young people, MLB originates from the famous
baseball game. The company's products all carry the
symbol of baseball such as logos, initials or the name
of the most famous and favorite football team, in the
NY Yankees shoe model is the New York Yankees
football team. NY Yankees shoes with youthful,
dynamic and personality designs are "loved" by
young people. Among them, the most popular model
of MLB is Bigball Chunky New York Yankees shoes.
Not only because of coincidence that many young
people like it so much, MLB's NY shoes are designed
to be not only youthful, dynamic but also very fashionable.
MLB Korea collaborated with top famous groups such as TWICE, EXO... to
create extremely wide coverage product promotion campaigns. Twice’s contract with

NBA Style led to a full-on partnership and collaboration with MLB Korea where I'm
confident in saying that all nine members of Twice redefined the term hypebae (how
K-Pop insiders refer to “girl crushes”). MLB Korea's revenue in the first half of 2018
reached 135.2 billion Won, up 56.66% from the first half of last year (83.3%). This is
the result after this brand invited EXO to be MLB’s representative model, causing the
purchasing power of consumers to grow positively in different markets.

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PART 2: ANALYSIS ABOUT THE CURRENT 4PS MARKETING STRATEGY
2.1. Secondary research
2.1.1. Product
MLB shoes are a Korean-origin brand, inspired by baseball, this is also a new
trend, created from the perfect combination of many modern fashion elements. The
love that young people have for MLB shoes is undisputed when most of MLB's
collections are always sought after by fans all over the world. Although Vietnam does
not have baseball, Vietnamese young people quite love the dynamic and fashionable
style that MLB brings.
Although the age of the MLB shoe brand is
still very young, it has great attraction not only in the
Vietnamese market but also welcomed all over the
world. If you love Sneakers, the MLB is a great
choice with many styles, very trendy and always
ahead of its time.
Therefore, to keep up with the current youth
trend, every year MLB will launch a new shoe
model so that customers can add to their collection
more and more rich.

With a design that is more fashion than sports shoes. MLB is a line of shoes
with a big baby style design with a rather high sole, respecting the shape and full of
personality. In addition to the unique and breakthrough in design, MLB is like a new
"wave" to save trendy sneakers that are gradually becoming out of fashion. The buzz
of these loafers has been around for a few years, but it's still at the top. Although it is a
pair of sports shoes, they are very fashion-oriented, so the height of the shoes is also
calculated a lot in the design to reduce the cost for the user and support the maximum
height for those who can. short. So these shoes are designed with a sole height of up to
5 cm with rubber material for comfortable use.
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2.1.2. Price
The price of MLB shoes is quite cheap when compared to the general level of a
sneaker like Nike, Gucci or Jordan. If you like the big look at an affordable price, then
the MLB is the right product for you.
In Vietnam, the price of authentic Nike shoes from 3-5milion VNĐ, specialty
limited edition can be up to more than 10 million VND. Or genuine Adidas shoes must
be from 3 million VNĐ or more.

Authentic MLB shoes are priced from 1 - 3,000,000 VNĐ for a pair depending
on the product line. With this price range, you can easily own authentic MLB shoes.
As for other shoe brands like Yeezy or Nike, you can only buy Fake rep 1:1.

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And the following is the price of each line of MLB Shoes sold in Vietnam:
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MLB Mickey : 2,600,000 VND
MLB NY : 1,100,000 VND - 2,200,000VND (up to version)
MLB Boston: 2,400,000 VND
MLB LA : 2,400,000 VND
MLB Dodger : 2,100,000 VND

This price can fluctuate in a small range depending on the supplier.
2.1.3. Promotion
The goal of promotion for MLB is to create long-lasting relationships with
customers. Besides that, MLB wants to keep a positive image of the shoes. One way of
promoting MLB shoes is advertising by collaborating with KOLs. With the
competitive advantage of Korean brands, MLB collaborates with K-Pop idols to
promote products worldwide. They use online advertising and social media, which are
cheaper due to the increasing internet usage. After that, they attract customers to shop
with huge discounts every year or even monthly.
- They launch discounts up to 50-70% for all items at the end of the year or
special occasions.
- Giving limited gifts on the occasion of Grand opening.

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2.1.4. Place
The goal of MLB is to become an international brand, so their products are
available in most countries. Distribution channels include distributors and some stores
in some shopping malls in the countries. Consumers can directly transact through this
retail channel. Besides, they also have a global commercial website, customers can
order directly and use international. Because there are no major distribution channels
in some countries, the problems of product return with customers are through several
stores receiving and processing.

Nowadays, with the development
of digital social networks, people's
shopping needs not only direct
shopping but also online shopping.
Customers' shopping behavior is also
influenced by their environment and
culture.
In Vietnam, MLB' products are
distributed at genuine stores located at
Vincom Center in HCM and Hanoi, a
number of large shopping centers and a
number of genuine MLB retail stores in
some other provinces such as Da Nang, Hai
Phong, Vung Tau.

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In addition, with the trend of online shopping due to the impact of the Covid
epidemic, consumers can shop through MLB's Shopee Mall or MLB’s Lazada Mall.

2.2. Primary research
After conducting secondary research methods and having some overview of the
4PS MARKETING STRATEGY of MLB, we also apply the primary research method
to gain more insight into the market as well as the MLB 4Ps strategy.
The primary research method we choose here to analyze the current 4Ps
marketing strategy is: setting up an online survey questionnaire with the help of google
forms. Name of the survey we work on: survey a group of consumers through the
selection of MLB products. The aims of using this method are less time consuming
and lower associated costs for collecting personal data of each individual and

customer. We focus on brand’s feedback, the needs of customers, the ideas put
forward, feedback about the color of the product and how much customers are willing
to pay.
There are 10 respondents which correspond to 10 observations including people
who were using a genuine MLB’s product living around Hanoi. This offers us obvious
insights into consumer behavior of MLB.
From among 10 forms, 60%
are female and the percentage of
male is 40%. All respondents had
used MLB’ product. 8 respondents
are aged above 18-25, the above 25
is 2 people. From this data, we can
see that the target group of the
MLB brand is none other than
young people, accounting for more
than 80% of the market share of MLB.
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We went deeper into demographics by gathering these audiences' earnings
(including family allowance) data for a month. Specifically, the group of income from
3 to 5 million reaches nearly by a half, while the group of income below 3 million
accounts for 30%. The group of over 10 million accounts for just over 20%. And the
other group is from 5 to 10 million, just 10%. From the above numbers, we can see
that MLB is focusing on people with mid income.
To better understand this issue and study micro-consumer goods in-depth, This
section uses some optional questions and does not require the user to be a dictionary.
About 4Ps, there are 2 questions about Product, 1 questionnaire about Price, 2
questionnaires about Promotion and 1 questionnaire about Product. The total is 8
questions.

About Product, we focus on 2 main issues: design and quality. We can see that 6
people (60%) are quite satisfied with the quality of MLB products. The number for the
normal is only about 1 person (10%) and absolutely no one is dissatisfied. The
majority of customers (50%) feel quite satisfied and even completely satisfied with the
design of MLB products.

About Price, our question is “Are you satisfied with the price listed on MLB’s
product in the market?”. The answer “Quite satisfied” is more than a half. 3 people
feel “Normal” about the price of MLB. The number of people who choose
“Completely satisfied” is 1. And no one feel “Dissatisfied”.

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About Promotion, we make 2 questions about the advertising, customer
relationship and the annual sale/discount policy, and is this really suitable for the
customer? From the figures, about 10% of respondents choose “Quite satisfied” for
both sale/discount policy and advertising, sale and customer relationship.

The number of people who feel “normal” for the annual sale/discount policy of
MLB is 4 while the percentage of people who feel “normal” for advertising, sales and
customer relationships is lower, just 2. The number of people who choose “Satisfied”
is the highest for advertising, sales and customer relationships, 60%.
About Place, because MLB is a foreign brand, in Vietnam MLB has only main
sales channels such as selling through dealers and a number of franchised stores in
shopping centers. Foreign websites will make it difficult for people to buy and
experience the product. So we set up a satisfaction survey on this issue with a question
"Are you satisfied with MLB'S current marketing and sales funnel?". From the figures,
about 40% of respondents choose “Quite satisfied”. The number of people who choose
“Completely satisfied” and “Normal” account for 30%.

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From the primary survey questionnaire data, we can conclude that out of 10
respondents, most people feel normal and satisfied with the problem of products,
prices, promotions and places of MLB in the Vietnamese market. However, MLB
should still pay more attention when approaching the Vietnamese market to improve
customer experience. Some suggestions and solutions we will mention in the next
section.
PART 3: SUGGESTIONS A MARKET CAMPAIGN AND CONCLUSION
3.1. Suggestions a market campaign
Since MLB is an imported brand, they have very few stores and branches in
Vietnam. Currently, in Vietnam, they only have 08 branches, but mainly in franchised
stores in large commercial centers such as Vincom Center, Aeon Mall and Van Hanh
Mall, and have 02 their own stores in Hanoi, Da Nang,....

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From here we can see that MLB’s marketing level in Vietnam is not high,
customers cannot access genuine products, which leads to widespread fake products in
the market. If consumers want to buy MLB's products, they will have to order or ask
relatives to hand-carry them from Korea to Vietnam at a high cost.
Therefore, our recommendation for this brand is: MLB should open more
franchised and genuine stores in Vietnam, so that consumers can easily access and
avoid buying fake and inferior goods quality in the market.
3.2. Conclusion
MLB has made its name from a fashion brand that develops and produces
according to sports fashion trends and mainly in the direction of baseball sport, MLB's
products are a combination of utility and fashion. Not only focusing on clothes and

accessories, but the brand's sneakers are also outstanding in design, full of
sophistication and strangely attractive to customers.
Currently, MLB has become a brand trusted by many celebrities. Although the
brand is still very new, it has great appeal not only in the Vietnamese market but also
welcomed all over the world. If you are a lover of Sneaker shoes, then MLB is a great
choice.
It can be said that MLB achieves such success because of their excellent
marketing strategy. This essay clearly analyzes some marketing strategies that make
MLB successful in the international market and analyzes the marketing strategies of
MLB in Vietnam market as well as the reasons why MLB has not yet achieved
success. as expected in the Vietnamese market and solutions.

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