MARKETING PLAN FOR THE WOMENS FASHION COLLECTION TRE MADE FROM BAMBOO FIBER MATERIAL BY KILOMET 109

UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING

MANAGEMENT MARKETING
2021702006005
FINAL EXAM ASSIGNMENT

MARKETING PLAN FOR
THE WOMEN'S FASHION COLLECTION "TRE"
MADE FROM BAMBOO FIBER MATERIAL
BY KILOMET 109
Student:
Phạm Thảo Nguyên – 1921005570
Huỳnh Anh Tuấn – 1921005749
Hồ Xuân Trường – 1921005745

Class: CLC_19DMA05

Ho Chi Minh City, 2021

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TALBE OF CONTENTS
EXECUTIVE SUMMARY............................................................................... 1
INTRODUCTION............................................................................................. 1
2.1

Achievable Objective ....................................................................................................... 2

2.2

Specific Goals (1 year) ..................................................................................................... 2

SWOT & MACRO- ENVIRONMENT ANALYSIS ..................................... 2
3.1

SWOT .............................................................................................................................. 2

3.2

Macro - Environment Analysis ........................................................................................ 4

SEGMENTATION AND POSITIONING STRATEGY .............................. 5
4.1

Segmentation .................................................................................................................... 5

4.2

Targeting .......................................................................................................................... 6

4.3

Positioning ....................................................................................................................... 6

MARKETING MIX STRATEGIES ............................................................... 7
5.1

Product strategy ................................................................................................................ 7
Product’s attributes ............................................................................................... 7
Value propositions ................................................................................................ 7
Features ................................................................................................................. 7
Style design of products ........................................................................................ 8
Branding ................................................................................................................ 8
Packaging .............................................................................................................. 8
Labeling (stamp) ................................................................................................... 8
Product Support Service........................................................................................ 8

5.2

Pricing strategies .............................................................................................................. 9

5.3

Distribution strategy ....................................................................................................... 10

5.4

Marketing communications strategy .............................................................................. 10
Advertisement ..................................................................................................... 10
Public Relations (PR) .......................................................................................... 10
Personal selling ................................................................................................... 10
Direct marketing ................................................................................................. 11

ACTION PLAN ............................................................................................... 11

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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

CONCLUSION................................................................................................ 12
APPENDIX ...................................................................................................... 13
LIST OF REFERENCES & ORIGINALITY .............................................. 15

TALBE OF PICTURES, GRAPHS, TABLES
Picture 1.1 Kilomet 109’s Logo................................................................................................... 1
Picture 6.1 Marketing plan timeline ........................................................................................ 11
Graph 4.1 Sustainable fashion brand positioning map ............................................................ 6
Table 4.1 Segments that are relevant to Kilomet 109 ............................................................... 5
Table 5.1: Price list of competitors and of Kilomet109 ............................................................ 9
Table 8.1: Built-in web into the Kilomet109 website .............................................................. 13
Table 8.2: Making advertising .................................................................................................. 13
Table 8.3: Introduction of products to the press .................................................................... 14
Table 8.4: Organizing a press conference to introduce products.......................................... 14
Table 8.5: Cost of purchasing machinery used for production ............................................. 14
Table 8.6: The total cost of marketing activities ..................................................................... 14
Table 8.7: Sales Forecast ........................................................................................................... 15
Table 8.8: Break – even ............................................................................................................. 15

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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

Executive summary
Sustainable fashion is a movement and a process that aims to improve the ecological integrity and
social justice of fashion goods and the fashion sector. It looks at the entire system of how clothing is
made, who makes it, and how long a product lasts before it ends up in a landfill. The benefits of
product level initiatives, such as replacing one fiber type with a less environmentally harmful choice,
are a fundamental example of the necessity for systems thinking in fashion.
Kilomet 109 brand have been the first names acknowledged in the field of sustainable fashion in
Vietnam ras a result of their diligent study and creative process. After conducting research from the
macro environment, analyzing competitors, influencing factors, analyzing STP strategies, our team
proceeded to design a Marketing plan for new fashion collection “Tre” includes product strategy,
pricing stategy, distribution strategy, and promotion strategy; action plan and appendix . The plan
will be organized and conducted in 2022.
The market in which the company wishes to participate is still relatively new, with few competitors.
This gives Kilomet 109 a fantastic opportunity to expand its market. Although there are a number of
companies that have launched similar sustainable fashion products with bamboo fibers, we still can
effectively compete with them as our products offer a combination of eco-friendly materials and
unique natural dyeing techniques from local artisans throughout Vietnam throughout the world.
production chain. Using sustainable fashion products is a trendy lifestyle in modern society. We are
targeting specific segments in the customer market, taking advantage of the growing interest in
environmentally friendly products. Kilomet 109 will use a variety of communication channels to
achieve communication goals. The first year, Kilomet109 with the main marketing goal is to build a
brand to reach more customers and stimulate existing customers to buy new products and attract more
new customers. The key financial targets are 15% year-over-year revenue growth.

Picture 1.1 Kilomet 109’s Logo

Introduction
Kilomet 109, launched in 2012 by designer Vu Thao, is a high-end fashion line for both men and
women. But what makes Kilomet109 unique in today’s fashion world is the story behind the
garments. Thao collaborates with several teams of local craft artisans around Vietnam to grow, spin,
weave, print and naturally dye Kilomet109 fabrics. Only locally sourced materials and homegrown
eco-friendly colors are used in the whole production chain, which is self-contained inside the creative
communities. This hyper-localized method places a premium on environmental sustainability and
material support for the craftspeople.
The fashion of Kilomet 109 has an environmental and social responsibility objective. Wishing to
introduce innovative and eco-friendly clothing to the market. This is couture from the ground up, and
it defines a new kind of ready-to-wear couture: handcrafted, hand-stitched clothes created by a
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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

designer who collaborates directly with local craftspeople on every detail. And since these practical,
affordable garments are made by human artisans rather than mass-produced by machines, each is like
a work of art - hand-crafted, visionary, unique.

2.1

Achievable Objective

Launched a new fashion line collection: Tre Colection; With materials made from bamboo fibers,
because this is a relatively new product line, we set the following goal: to capture 30% of the market
share of sustainable fashion in 1 year.

2.2

Specific Goals (1 year)

Build and increase brand awareness in the middle-class customer segment, from 10% to 50% in the
first year of product launch.
Achieve a high level of customer satisfaction, approximately 95% of the target customers.
Since the Brand has new products entering the market, it can be expected that sales will grow by 15%
compared to last year. This is the goal to try to achieve to increase the profit guarantee and product
market share in the market.
Maintain quarterly positive and high growth and encourage current customers to purchase the new
product. Set a goal to sell 150 products per week in the first 3 months and sell 3000 products in 1 year
of the plan.

SWOT & Macro- Environment Analysis
3.1

SWOT
STRENGTHS

WEAKNESSES

• The brand has been at the forefront of sustainable
fashion, created a lot of buzz when it was first launched,
won the award: Young Creative Entrepreneur 2014
champion by the British Council; on a prestigious fashion
magazine in Vietnam: style-republik; fashion forum
ELLE Vietnam ; to the New York Times; introduced on
CNN's "Iconic Hanoi" Series and other famous fashion
magazines. This firmly establishes the prestige and
quality of the brand, which will surely be trusted by
consumers for the product.

• This product line is picky, especially in
the middle and lower-middle class
because the price is quite high, so it will
lose a certain part of market share as well
as profit.

• Headquartered and factory located in Hanoi with a team
of experienced, creative workers, professional design
team, able to grasp fashion trends very well, many years
of working experience.
• The brand's production process brings together local
artisans and craftsmen both in Hanoi and ethnic
minorities in the highlands of Hoa Binh, Cao Bang, Lao
Cai...
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• The value of a shirt can be up to 4 or 5
million VND. It is this value factor that
has created the "conservative" mentality
of customers with products of "Kilomet
109".
• High cost of the production process and
a relatively long time to complete the
product
• During the time of the covid epidemic,
which severely affected businesses,
especially fashion brands. The store was
forced to close because of social


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

• Collaborate with typical art spaces in the country such
as Manzi Art Space, Work Room Four and London
College for Fashion Studies, with a new creative learning
channel in New York, USA – VAWAA (Vacation with
an artist), organization British Council, as well as local
and international freelance artists.

distancing, leading to a sharp drop in
sales.

• In particular, for this newly launched product, our
strong point is that the product is made from bamboo
fiber and the design is a combination of the two famous
previous collections, Phieu and Mien.

• Marketing activities have not been
diversified and popularized much.
Therefore, this is a weak point that needs
to be improved if you want to have a
successful product launch campaign.

OPPORTUNITY

THREATS

• This is a new product with a unique idea, the company
will have the advantage of being a leader in this potential
field.

• The sustainable fashion market is
gradually getting more attention, with
strong competitive brands emerging,
including the two biggest competing
brands of Kilomet109, Moi Dien, and
Metiseko, which requires kilomet 109 to
always innovate strategies. marketing to
maintain its leading position.

• During the period of social distancing due to the
epidemic, customers are spending more time online than

ever before. For sustainable fashion brands, this is a great
opportunity to experiment and connect with customers on
a wide range of online channels such as Facebook,
Instagram, Pinterest… and use it to increase customer
sentiment towards the brand. with its brand.
• Currently, customers tend to spend more on sustainable
and high-quality products even though the products are
expensive. Brands with stories - visions - ethical values
are preferred by consumers.
• Sustainable brands like Kilomet109 always share
stories behind them as the brand's founder took the time
to research how the product is made, the ingredients that
make up the product are grown by local farmers. and how
they are paid fairly, how the process of making products
is handmade… This creates trust and love of customers
for the products that the company makes. At the same
time, it also promotes customers' purchasing decisions,
making them feel that spending on a useful and
environmentally friendly product is completely worth it.

• Currently there is only one store in
Hanoi, which leads to a disadvantage
when customers want to visit the store in
another location.

• Reaching high-end customers and
consumer trends change towards being
more careful in purchasing products,
requiring brands to know how to build
effective "content", such as providing

consumers with information practical,
useful, and reliable information,
convincing customers to buy the
product.
• Prices in the market today are very
diverse, counterfeit goods on the market
are born very quickly at very cheap
prices, this is also a huge challenge for
the company when trading this product.

Competitors:
-

Indirect competitors: fashion brands that are in line with current trends and are favored by
many customers, using synthetic fibers, familiar and popular with customers.
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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

-

3.2

Direct competitors: brands dealing in sustainable fashion products, using environmentally
friendly materials: Môi điên, Metiseko, ...

Macro - Environment Analysis

● DEMOGRAPHICS ENVIRONMENT: Vietnam has more than 90 million people, increasing to
about 1 million people every year, the highest population density is in big cities, the population
structure is young, the number of people of working age is large, all factors The above makes Vietnam
a market with abundant labor resources, cheap labor and also a promising and fertile market for
consumer goods and garments in particular. Besides, the majority of the population lives in urban
areas, so Kilomet109's products are aimed at the middle class, who prefer to use high-end products.
● ECONOMIC ENVIRONMENT: According to a 2017 survey by Asia Plus market research
company, young Vietnamese are currently significantly increasing spending on clothing. According
to the report, 26% of people surveyed said they shop for clothes 2-3 times per month, 52% said they
usually shop for clothes once a month. It is estimated that the value of Vietnam's textile and garment
consumption per year is about 5-6 billion USD, equivalent to nearly 120,000-140,000 billion VND.
According to industry experts, the consumption value is much greater, because on the market today,
goods of unknown origin, imitation goods, hand-carried goods ... are also strongly consumed,
especially in rural areas that cannot be fully enumerated. According to Nielsen's report in the second
quarter of 2018, the Vietnamese fashion market will have a growth rate of 15-20% per year in the
coming years.
In particular, according to another survey, the women's fashion segment in Vietnam for the age group
20-45 is worth about 2 billion USD by 2022 and has an average growth rate of about 30%/year. .
Grasping this, Kilomet109 has planned to launch a collection of Tre collection to serve this segment.
● TECHNOLOGY ENVIRONMENT: Today's technological environment is changing rapidly. It
includes research and development, the rapid pace of technological change, and unlimited innovation
opportunities. However, Kilometers still apply traditional weaving techniques because this is the
difference and affirms the meticulousness in each quality with each product made.
● POLITICAL LEGAL ENVIRONMENT: The country is now politically stable as the

government has taken steps to address security issues and is a good investment opportunity. Current
conditions also indicate the future stability of the country. The internal affairs of Vietnam are always
smooth and present good business opportunities.
● SOCIAL-CULTURAL ENVIRONMENT: Kilomet109 is a company that is currently a leading
brand in the sustainable fashion market in terms of products made from environmentally friendly
green materials. Very good sales. Day by day, the more the economy develops, the higher the life and
income, the more people focus on consumer products, including clothing. In addition, the current
trends and aesthetic tastes of consumers towards apparel products also change, typically they will
prefer to use products of high quality and especially useful for the environment and safety.
Kilomet109's upcoming Tre Collection is sure to match this trend and help customers satisfy their
needs.

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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

Segmentation and positioning strategy
4.1

Segmentation
Table 4.1 Segments that are relevant to Kilomet 109

Segmentation

Office Worker

Demographic

 Female
 Age: 23-35
 Income: > 10
millions
 Having job, stable
income

Psychographic

 Lifestyle:
 Busy, usually dress
up and make.up;
interested in fashion
and beauty
 Fashion style: chic,
elegant
 Personality:
 Feminine, gentle

Single

Middle-age

 Female

 Age: 20-30
 Income: > 7
millions
 Studying university,
having job, stable
income

 Female
 Age: 40-60
 Income: > 20
millions
 Having job, stable
income

 Lifestyle:
Freedom, love the
health and fashion
Have a sense of
style
Fashion style:
trendy
 Personality:
Feminine, gentle

 Lifestyle:
 High requirements
for product quality
 Fashion style:
classic
 Personality:

 Sophisticated






Behavioral

 Like promotional
items
 Price goes hand in
hand with quality
 Usually pay for
products from
affordable to
intermediate

 Like promotional
 Pay much attention
items
to the quality of the
products
 Price goes hand in
hand with quality
 Use products
according to habits
 Requirements on the
price of fashion
 Willing to buy a

products
product of good
quality but a bit
high price
 Usually pay for
mid to high-end
products

Demand

 Usually use and
necessary for
working
 Products with
reasonable prices

 Quite necessary
because they are
single, they want to
become more
confident in life and
work
 Products with
reasonable prices

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 Very essential
(Used in business
like going to meet
customers and
partners. Help
yourself more
confident in the
relationships
around)
 Not too concerned
about the price just
quality


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

4.2

Targeting

 Demographic segmentation:
Gender: Female
Age: 25-45
Income: middle class, well-off, good income > 15 000 000 VND
Education: Highly educated, knowledgeable, have a stable job
 Psychographic segmentation:

Customers with aesthetics of fashion and interested in quality of life. Pursuing a meaningful, balanced
and healthy lifestyle; taking good care of health
Appreciating the sustainable values of the product
Loving the environment and willing to change shopping habits to reduce environmental impact
Customers prefer brands that are sustainable and environmentally responsible and use eco friendly
products
 Behavioral segmentation:
High requirements for price and product quality
Willing to buy a good quality product but a bit high price

4.3

Positioning

Positioning strategy is more product based in the sense that it has tried to emphasis individual product
properties rather than a common brand image
Kilomet 109 still inherits and promotes traditional handicraft techniques of ethnic minorities in the
Northern mountainous region. Kilomet 109 using differentiation strategy to position “Tre Collection”
as a high-end sustainable fashion line for women, with eco-friendly materials such as bamboo fibers.
High price

Less quality

High quality

Less price
Graph 4.1 Sustainable fashion brand positioning map
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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

Marketing Mix Strategies
5.1

Product strategy
Product’s attributes

Kilomet 109's products are a closed design process, from planting cotton, hemp, silkworms,
silkworms, weaving, and dyeing by hand from organic materials, flowers, and plants. Especially this
time using a new material which is high-quality bamboo fiber fabric with the following
characteristics:
-

It is a natural fabric synthesized from the wood pulp of the bamboo tree with the most
advanced process.
Has extremely good hygroscopicity, superior to cotton fabric by 60%, and high colorfastness.
Bamboo fiber has anti-mildew and anti-bacterial properties. According to the results of
scientific tests, bamboo fibers have achieved a bactericidal rate of up to 75%.
The finished bamboo fabric does not contain any harmful chemicals. According to the OekoTex standard assertion. Especially, it does not cause allergies or irritation to the user's skin,
even those with sensitive skin, so it can be used for all ages.

Value propositions

 Relevancy:
Tre Collection products are produced in line with the trend of using environmentally friendly and
socially beneficial products, besides satisfying the need to buy high quality fashion clothes, good and
safe. Solve the problem of customers wondering if this product is worth the price
 Quantified value:
First, the product is made from bamboo fiber material, so it has extremely good features such as antiultraviolet rays, moisture absorption, softness, which will help consumers feel comfortable, protect
their skin but also suit their needs. The demand for using environmental protection products, fast selfdegradation also meets the desire to limit environmental pollution. In addition, this is also a high-end
fashion collection with prestigious brands like Kilomet 109 that surely highlights the wearer's
elegance and brings the benefit of satisfying customers' desire to be admired by others.
 Unique differentiation:
Firstly, Kilomet 109 is a brand that is one of the famous sustainable fashion brands known. Especially
the success from the previous 2 collections, Mien and Phieu, is the basis for customers to be assured
of the quality and reliability of the products. In addition, with a closed production process, traditional
weaving techniques and skilled artisans to create each product are the special and different points of
Kilomet 109 compared to other brands. When holding the product in hand, customers will both feel
the excitement in each shirt, dress or skirt and see how meticulous and delicate the product is.

Features
- With bamboo fiber material meticulously woven by skilled artisans in the northern mountains
- Special design with the bold traditional culture of regions
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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

- The designs are inspired by techniques of weaving silk, cotton, hemp or indigo dyeing, traditional
beeswax painting of Nung, Dao, Thai, Tay, Muong, H'Mong women... in Mai Chau, Hoa Binh, Cao
Bang...

Style design of products
Products that embody the "zero-waste" qualities of Kilomet 109's transformative "multi-purpose"
designs. Clothes with adjustable shapes, new inspiration, and fun in dressing, diversifying styles and
minimizing the need to own too many similar clothes – one of the problems that lead to the
overabundance in the garment industry today.

Branding
Kilomet 109 brand was founded by designer Vu Thao in 2012, is oriented to be a high-end fashion
line for both men and women, with eco-friendly materials from farming, handling, and processing.
yarn management to dyeing and designing and manufacturing. In Hanoi, the designs of the Kilomet
109 brand are available at Module 7 Studio (83 Xuan Dieu).
Kilomet109's logo is a letter logo, black letters on a white background with the highlight of the
number 109 in the middle of the letter O.
Sustainable fashion brand image is the goal of Kilomet 109. Therefore, customers when looking at
the Tre Collection will easily imagine the effects they will get when using this product.
Each design of Kilomet 109 has its way of telling a story. Bringing the essence of East Asia combined
with practical details of the American fashion style, Kilomet 109 applies hand-embroidered sewing
techniques to modern cuts and designs. With a close, simple inspiration from Vietnamese life, nature
and people, conveying a series of intertwined feelings: Urban - minimalism - tradition - ethnicity,
Kilomet 109 appears as an "eccentric" in the myriad of fast-cheap-mass fashion recipes today

Packaging
Products will be put in paper bags to protect the environment and affirm the brand's environmental
friendliness. Paper bags can easily be recycled into creative products such as bookmarks, cards,

decorative products, ... The packaging also has the brand's logo. This helps Kilomet 109 to promote
its brand and products more widely to everyone.

Labeling (stamp)
Because the product is Vietnamese, on each garment Kilomet 109 will use Vietnamese to illustrate
information with the name, weight, and image of Kilomet 109 printed on the front and instructions
for use printed on the back.

Product Support Service
Kilomet 109 also includes support services to help consumers have a better shopping experience,
increase customer loyalty, boost customer decision-making, as well as support customers in the postpurchase process, address their wants and concerns.
Professional staff of well-trained advisors available in-store or online to answer product queries and
assist customers in selecting the product that best meets their needs and situations.
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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

Official website: Kilomet109 will provide information about ingredients, materials, and processes to
create products to help consumers clearly understand that each shirt, dress, and dress they wear is
worthy of their value. and.
Shipping: Free shipping via EMS for all orders in Vietnam. Kilomet 109 will send orders to customers
within 5 days from the date of purchase, excluding weekends and Vietnamese holidays. If the

processing takes longer, Kilomet 109 will contact the guest via the email address they provided at
checkout. Customers will be notified with a tracking number when their order has been shipped. If
an item suddenly sells out before we can ship it to a customer, they'll be notified by email and offered
to exchange for another item or get a cash refund.
Currently, the default payment channel on Kilomet 109's website is PayPal.
Return policy: Besides, Kilome 109 also has a return policy to facilitate customers. Items purchased
from Kilomet109 may only be returned to store credit within 15 days of receipt provided they are in
their original condition, unworn, unworn, with tags and packaging original.
Privacy policy: Kilomet109 pledges to never sell or share customer information with outside parties
company or a third party.
 Product strategy: With the product features we described above, we will be launching our
first Tre collection in Spring 2022 (March), which will be the right time for Tre Collection to
bring. to the best experience for customers because this is the time when fashion consumption
trends are on the rise, as well as the sustainable fashion sector, is growing stronger than ever,
along with the beginning of the month of Season change also increases the need to change the
fashion style of some customers and this is an opportunity for the brand to increase sales after
having built awareness from the previous product.

5.2

Pricing strategies

Vietnam, a purely sustainable fashion brand that counts only on the fingers. The three sustainable
fashion brands that are developing and making a name for their name in Vietnam are Kilomet109,
Moses and Metiseko. As Kilomet109 has great merit in inheriting and promoting the traditional
handicraft techniques of ethnic minorities in the Northern mountainous region; Môi Điên always
makes full use of all old materials to make designs and accessories for new collections and deducts
revenue to do charity work useful to the society; while Metiseko operates as a professional sustainable
fashion business model, applying advanced technology and imported materials.
Kilometer 109 spends time researching and searching for natural, environmentally friendly materials

and takes a lot of time to process its products, and uses craft techniques from artisans in the mountains
in the north. So the price of fashion products of Kilomet 109 is quite expensive.

Trouser
Top
Dress
Skirt

Table 5.1: Price list of competitors and of Kilomet109
Moidien
Metiseko
Kilomet109
63$
150$
159$
37$
100$
189$
67$
150$
249$
126$
126$
139$

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MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109


MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109MARKETING.PLAN.FOR.THE.WOMENS.FASHION.COLLECTION.TRE.MADE.FROM.BAMBOO.FIBER.MATERIAL.BY.KILOMET.109

Psychological pricing is a very good price strategy for fashion industry products. Because this price
strategy is that we will set a completely higher price forcompetitors in the same industry and will give
them the feeling that among the products with less money, the most expensive one will be the one of
the highestquality.

5.3

Distribution strategy

Kilomet 109 is on display at the only address Module 7 (83 - Xuan Dieu) in Hanoi. This main street
gathers a lot of passersby, both locals and foreigners. In addition, Kilomet 109 also sells products
online on the company's own website.
Kilomet 109 builds its own stores and sells fashion products manufactured by the business itself.
Kilomet 109 uses chanel 1, is a direct marketing channel. Kilomet 109 manufactures products and
transfers them to retail store located in Hanoi and sells to customers.
Kilomet 109 uses an exclusive distribution strategies for its products. As Kilomet 109 is a high-end
fashion brand, Kilomet 109 wants to maintain a strict control for itself to ensure customer satisfaction
on product or service

5.4

Marketing communications strategy
Advertisement

When “Tre Collection” is launched, Kilomet 109 will announce the product widely on the media by
TVC. Kilomet 109 introduces the Tre collection with the story of the image of bamboo tree as the
symbol of our country to evoke the culture in the product. On Facebook, Youtube, Tiktok: upload
TVC on Kilomet109's official page and combine with running ads for audiences aged 25 - 45 years
old. Besides, we also regularly upload the lookbook on Facebook. Kilomet 109 also advertises LCD
screens at the elevator of apartments. In addition, Kilomet 109 also runs wifi advertising at major
airports as well as Vincom commercial centers, The Garden, AEON Mall, ... to increase collection
awareness

Public Relations (PR)
Kilomet 109 sents articles to introduce products to the press with the same message content as TVC's
in order to: attract customers' attention to the product, make customers aware of its superiority as well
as its features and benefits. product benefits and increase customer preference for the product Kilomet
109 organized a fashion show during the launch of Tre Collection and invited representatives of
journalists, influential KOLs in the fashion industry: Chau Bui, Quynh Anh Shyn, DeCao as well as
singers, actors, fashion channel representatives and loyal customers of Kilomet 109 to bring real
experiences to show guests and attract more potential customers to experience new products and
increase brand awareness

Personal selling
When choosing products at Kilomet 109, customers can easily get advices from staff. The staff is
knowledgeable about the materials and characteristics of the products, identifies customer needs
and consults customers to buy products.

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