mkt304 boo team 6

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<b>2023MKT304</b>

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<b>CONTENT</b>

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VISIONMISSION

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Design colorful t-shirts and dynamicmotifs, very suitable for thepersonality of the target customergroup of Dairy Cow

Various models and sizes suitable forall different age groups. Therefore, T-shirt products of Dairy Cow areabsolutely the perfect choice for allfamily members.

Material 100% organic cotton, notonly safe for health but also cool,bringing a pleasant feeling.Instead of following the trend of profitable business, selling mass products, producing aseries of cheap t-shirts, BOO chose for itself a separate development direction -producing extremely high quality designer t-shirts. quality to suit the user's taste (theclient file that the business is targeting).

Each product line of the fashion brandBOO meets 3 criteria:

Realizing that buyers would be bored with just T-shirts, in 2013, Boo continued to changeby selling many new product lines to young people such as accessories, shoes, bags,backpacks...

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Facebook and blog content: create engaging visual content and articles on facebookchannels and blogs

Studio: make photos and videos of fashion products and collectionsDesign: implement and manage graphic images for Online and Offline ChannelAnalysis of goods and promotions: The report evaluates the best-selling and slow-selling goods groups by time and place to offer programs to optimize sales, minimizediscounts and inventory.

Offline display: Create an attractive space at the point of sale with goods, banners,and signs at the store -Events and Affiliates: Organize events and affiliate programswith other brands to create opportunities for brands to expose new customer groups.Customer care and programs: Organize old customer loyalty programs throughadvertising channels for old customers such as SMS marketing, Email Marketing, AppMarketing, gifts. Handling customer complaints.

Customer analysis: Make reports on customer behavior by event, time with revenue,profit, product, region, demographic views.

Implement and optimize advertising: Deploy and optimize advertising effectivenessthrough digital channels

Website management: Monitor, operate and manage the website systemOrder Operations: Organize and coordinate the supply of goods for orders acrosschannels ( 2018)

The structure of BOO's marketing department

Content team: responsible for creating image and video content, designing and managinginteractive channels

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Vietnamese people's shopping behaviour increases every Tet holiday: Vietnamesepeople attach great importance to the Lunar New Year, so Tet is considered thebiggest shopping occasion throughout the country. According to the 2021 Tetstatistical survey, 72% of shoppers spend more time shopping during Tet. 51% usedFacebook applications during the holidays to find deals/promotions.

Vietnamese people tend to be more open to new brands during Tet: According to a2022 survey, 95% of shoppers on shopping festivals in Vietnam tried buying abrand they had never tried before, 83% of shoppers in Vietnam said they would buynew brands that they discovered during shopping festivals again

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Segment: Initially BOO focused on middle and high school students, now BOO has expanded to sell to working customers,young people and customer service. The main segment is still 15-28 years old. They are people who like street style and lovecomfort and dynamism. The price of BOO products is quite expensive (about 599,000 VND for a t-shirt), so BOO targetscustomers with intermediate to high-end affordability.

Research potential customers:

Demographics: Men and women aged 18-25. Students, young people of generation Z across the country, especially Hanoi,Ho Chi Minh City, Da Nang, Bac Ninh, Hai Phong, Quang Ninh, Hoa Binh, Thanh Hoa, Nghe An, are places where thereare off stores of BOO.

Personality and interests: Young people have personality, like street fashion, environmental protection fashion, and wantclothes to wear for Tet that are not tied to traditional ao dai. Most young people who are obedient, polite, and love theirfamilies always want to have an outfit that suits their personality, so Boo always has products that, although not toocolorful and fussy, still know how to attract customers. most outstanding.

The problem customers are facing: Wanting to wear beautiful clothes to go out for Tet, but not necessarily ao dai to still beable to stand out. BOO's 2024 Tet collection with 3 outstanding colors red, blue, yellow is both outstanding and shows thecharacteristics of Tet, can be worn with family, friends, and relatives. There are also young people who live far away fromhome, away from their mother's protective arms, entering an independent environment, so if they don't know anything,they call their mother to ask. This shows that being away from your mother means everything is unstable and Boo willremind customers that Tet is the time to return to their mother and reunite with their family.

Influenced objects: Friends (those who have bought and used BOO shirts before), KOLs, idols (Lang LD and Karik)wearing BOO shirts to promote the campaign. Lang LD and Karik are emotional people and have extremely meaningfulsongs about their mothers.

Touch point: Maybe everyone has at least one friend in the wardrobe of the BOO brand. When we go out to meet eachother, there will probably be at least one of our friends who will wear them and others will find them beautiful and askabout the outfit. Or maybe it's because my own idols wear them so I feel impressed and wear them. Or it's simply ameaningful gift to give to relatives on Tet.

Communication channels: Tiktok, facebook, instagram reels, BOO website, outdoor OOH advertising, Billboard...1.

1.MARKETSEGMENT:

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3.MARKETPOSITIONING:

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Increase brand awareness: Make good useof communication tools such as FaceBook,Tiktok, BOO website and KOLS... topromote the latest Tet collection to at least800,000 young people from 18-25 yearolds will know this collection in particularand the brand in general within 3 months(from November 2023 - February 2024)from the launch of the collection.

Increase sales revenue: Increase salesby 30% compared to the revenue ofthe 2023 Tet collection for BOO onTet 2024. At the same time, BOO alsohas incentives and promotions forcustomers who have purchasedproducts from BOO.

Increase access to the main website ofthe BOO: The number of websitevisitors must increase by 30%compared to the third quarter of 2023;Increase 100k followers on BOO'sofficial Facebook page by 4th quarter2023

Create customer interaction andparticipation: 80% of customers whosee BOO's articles will leave aninteraction and at least 500 youngpeople participated in thecommunication contest of campaign.

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Big Idea for the new collection is"Cùng Boo đón t t sum v y". BOOế ầhere is understood as the brandBOO, and read as "Bu", meaningmother.

BOO hopes that with thiscampaign, young people will wearBOO's shirts during Tet 2024, withtheir mothers, families, andrelatives to happy new year.

In the front of the T-shirt,the letter BOO is createdfrom B - dragon, the twoletters O are createdfrom Tet holiday featuressuch as banh chung andTet jam box.

In the back of the T-shirtis a animation picture ofthe family happy newyear together, eating theyear-end meal towelcome the year of thedragon.

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Based on the biggest festival event in Vietnamevery year - the traditional Tet, Boo has built anadvertising campaign with the launch of thelatest Tet clothing collection, Boo clothing thatmaintains its street quality, Comfortable, suitablefor many ages and rich in Vietnamese Tetidentity. Besides, the main color tones that Boochose for this Tet collection are the colors of Tetsuch as: red - luck and prosperity, yellow -warmth and happiness, green - abundant vitalityand fertility. ,.. . Besides colors, Boo alsocombines typical images for Vietnamese Tetholidays such as banh chung, banh tet, jamboxes, dragons - the zodiac animal of 2024 orgood sayings and quotes about Tet through Bigidea "Cùng BOO đón t t sum v y", spend a warmế ầTet season with mother and family. Through thecampaign, BOO hopes to bring consumers abreath of fresh air about "Tet fashion" as well asstrengthen its streetwear brand position.

Time: 3 months from November 15,2023 - February 15, 2024

Campaign message: “T t này hãyếcùng BOO, không ch m c áo, màỉ ặcòn t o nên T t sum v y tr n v nạ ế ầ ọ ẹbên gia đình - M i kho nh kh cỗ ả ắcùng gia đình là kho báu quý giá"Means of implementation: Posting onBOO's official page social platforms onFacebook, Tiktok combined with famousinformation posting channels: Kênh 14,VnExpress (Kênh 14 - entertainmentchannel, social oriented The main targetaudience is young readers such asteenagers, students, VnExpress - the mostviewed Vietnamese newspaper). At thesame time, combine with pages that havegreat influence on audiences from 18-25years old is C t s ng Gen z (133kộ ốfollowers, Trường người ta (3.3 millionfollowers). These are influential pages andhave a huge following for the audiencethat BOO is targeting.

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Run ads for the image collection "Cùng BOO đón t t sum vế ầy"on 2 social networking platforms: Facebook, Tiktok. In Vietnam,there are currently about 66.2 million Facebook users and49.86 million Tik Tok users. (Báo pháp lu t TPHCM 2023).ậAmong them, the youth group accounts for the majority.Furthermore, with the advantage of having up to 879kfollowers on Facebook and more than 18k followers on Tiktok,creating an advertising campaign on the two most popularplatforms in Vietnam will effectively reach the group. BOO'starget customers. Bring new products closer to customers asquickly as possible. Specifically:

+ Post quality images and videos introducing newproduce 1 post/day on Facebook and Tiktok

+ Hire FanPages that have many target customersfollowing posts such as Truong Nguoi Ta, Cot song GenZ,Kenh 14, Hanoi News,...

+ Hire an article published in Kenh 14's newspaper+ Use Facebook Ads to run ads for new products to reachat least 800,000 young people in the target audience whoknow about the new collection in the first month oflaunch.

+ Run the media campaign "Cùng BOO đón t t sum v y" - go home to happy new year with “bu” -ế ầmother, release a music video, invite rapper Karik to be the ambassador for the Tet campaign.The MV was released to promote the new product and encourage young people to quickly returnhome with their friends and families to celebrate a warm Tet season. The goal is to have at least500,000 young people in Vietnam watch Karik's new MV and know BOO's new products throughthat MV. The MV also carries a melody with a message to remind children who go to school orwork away from home that home is a place to return to, a place to gather every Tet season.

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Telling stories with Lang LD: Trend initiatedby the image ambassador for the newproduct - Lang LD. Lang LD is a famousrapper in Vietnam. He is known and famousfor his touching rap song about his mother inRap Viet season 1 and has had a stable fanbase until now. Trending content shares thestory about his mother. Encourage youngpeople to follow the trend and sharingpersonal stories of their mothers, theirmothers' sacrifices for their family and lovefor their mothers, desires and wishes toreturn home with their mothers to celebrateTet posted on personal Facebook in publicmode.

Trending with the hashtag #CungBoodontesumvay #BOO #Suhisinhcuame #Tet2024, thegoal is to attract at least 200 young people to share stories about their mothers in the first2 weeks and at least 500 young people to catch the trend throughout the campaign.

Create tiktok trend"BOO đi ch i Tơ ết".BOO will sponsorfamous tiktoker Cinwearing BOO'scollection dancingBOO's Tet 2024 songin collaboration withrapper Karik. Theyoung people willcover Cin's danceversion in the newsong. The 3 mostimpressive covers willreceive 1 shirt BOO's2024 Tet collection.Also book 5 moretiktok influencers toreup trend to create atrend.

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Use banners to introduce BOO's newproducts, convey the product's messageto customers, and place them at thedoors of BOO stores across the country.Use Billboard: Bus stop billboard andplace it at 10 places, 4 places in Hanoi, 6places in HCM.

Offering special incentives for membercustomers, customers have BOOaccounts will receive 10% discount onproducts in the 2024 Tet collection andearn points for purchased products. Witheach purchase, customers willaccumulate 3% of the order value todeduct money for the next purchase.

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WARDIERE INC.

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