MARKETING PLAN OF MUA BOUTIQUE FROM OCTOBER 2017 TO MARCH 2018

MINISTRY OF EDUCATION AND TRAINING
HO CHI MINH CITY UNIVERSITY OF
FOREIGN LANGUAGES - INFORMATION TECHNOLOGY
DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION
SUBJECT OF BASIC MARKETING



REPORT PAPER

MARKETING PLAN OF MUA BOUTIQUE
FROM OCTOBER 2017 TO MARCH 2018


HCMC - November, 2018
ADVISOR’S ASSESSMENT
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II. General Information

ABSTRACT
With the slogan "Love at the first sight," Mua Boutique is always a reliable and indispensable
fashion address for ladies who pursuing the style of tenderness princess. Mua Boutique is
famous for beautiful design, exquisite dresses and meticulous technology. The dresses are
very diverse, transformed many different styles from short dresses, elegant dresses to lovely
dresses for weekend coffee with friends. Coming to Mua Boutique, customers will be able to
choose for themselves the appropriate designs, comfortable materials or costume designed on
demand.
The major purpose of this report is to build a marketing plan for customed dresses of Mua
Boutique. Based on the SWOT analysis, our company confidently introduce new styles of
dress fit to the requirements of each customer. In the marketing mix, our company always
focus on how to gain popularity and get people to acknowledge our new product. Our target
consumers are the ladies who are in the age range of 18 to 35. Furthermore, our company
continuously promotes the effectiveness of the 4Ps (Product, Price, Promotion, Place)
strategies. We hope that with our marketing plan, our product will earn customer’s heart and
have a proper place in this large fashion competition.


TABLE OF CONTENTS
Title

Page

ABSTRACT.........................................................................................................................................i
TABLE OF CONTENTS..................................................................................................................ii
LIST OF TABLES............................................................................................................................iii
LIST OF FIGURES..........................................................................................................................iv
I.

INTRODUCTION......................................................................................................................1

II. GENERAL INFORMATION...................................................................................................2
2.1.

Company Profile.................................................................................................................2

2.2.

SWOT Analysis...................................................................................................................2

2.3.

Competition and Customer Analysis...............................................................................3

III. MARKETING PLAN................................................................................................................5
3.1.

Goals and Objectives..........................................................................................................5

3.2.

Market segmenting – targeting – positioning.................................................................5

3.3.

Marketing mix (4Ps)...........................................................................................................7

3.3.1.

Products strategy......................................................................................................7

3.3.2.

Pricing strategy.......................................................................................................13

3.3.3.

Channel strategy.....................................................................................................14

3.3.4.

Promotion strategy.................................................................................................15

3.4.

Marketing budget and financial projection..................................................................21

3.5.

Long-term projection (from 2019 to 2021)....................................................................32

IV. CONCLUSION.........................................................................................................................33
V. REFERENCES.........................................................................................................................34

5


LIST OF TABLES
Title

Pa

Table 1. Marketing budget in October and November............................................................22
Table 2. Marketing budget in December.................................................................................23
Table 3. Marketing budget in January.....................................................................................24
Table 4. Marketing budget in February and March.................................................................25
Table 5. Total revenue..............................................................................................................26
Table 6. Costs of production....................................................................................................28
Table 7. Tailors salary..............................................................................................................29
Table 8. Expected income in October, November and December...........................................30
Table 9. Expected income in January, February and March....................................................31
Y

LIST OF FIGURES
Title

Page

Figure 1. Positioning of Mua Boutique and competitors..........................................................6
Figure 2. Halloween collection................................................................................................8
Figure 3. Christmas collection...................................................................................................9
Figure 4. Year-end and Lunar New Year collection................................................................10
Figure 5. Facebook fanpage of Mua Boutique........................................................................12

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Figure 6. Facebook fanpage of Mua Boutique........................................................................12
Figure 7. MC Cat Tuong with Mua Boutique's dress..............................................................17
Figure 8. Singer Phuong My with Mua Boutique's dress........................................................17
Figure 9. Create Facebook advertising....................................................................................18
Figure 10. Create Facebook advertising..................................................................................19

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I. Introduction
I.

INTRODUCTION

Vietnam is the world’s fourteenth most-crowded nation and the eighth-most-crowded Asian
country. Therefore, it becomes a potential market for any fashion brand, domestic as well as
foreign and Mua Boutique is not an exception.
Mua Boutique is a fashion shop specializing in selling princess-style dresses with delicate
and beautiful designs, established in Ho Chi Minh City in 2013. Not only selling princess
dresses, Mua Boutique is also expanding into accessories, handmade jewelry with pretty and
femininity items, imported in limited quantities or handmade in great detail and unique.
Our marketing plan will be started from October 2018 to March 2019 with the main purposes
are that we can expand target customers and increase revenue. This report will bring the
details of our marketing plan that includes:



General Information of Mua Boutique.
Marketing plan includes Goals and Objectives, Market Segmenting – Targeting –
Positioning, Marketing Mix, Marketing Budget and Financial Projection and Long
Term Projection.

1


II. General information

II.
2.1.

GENERAL INFORMATION

Company Profile

About us, Mua Boutique fashion brand – which was first established in 2013, wishing to
differentiate choice for customer in searching demand-based clothing. We have only one
store located in 49 Tran Quang Khai Street, Tan Dinh Ward, District 1, Ho Chi Minh City. In
those first day, we are only being well-known by custom dresses. After 5 years in developing,
special thanks to customer supporting, our products are having good reputation and positive
effect day by day. Leading to upper-middle class, we always want to diversify our items,
design as many suitable and attractive dress to provide satisfaction to women in many age.
On top of that, our brand most focus on slogan “Not only design clothes, we also design
customers’ trust”. Mua Boutique’s design patterns must be bold and light blended with the
perfect created of a given created for each product made a private slice is not duplicated.
Design samples are carefully selected from material selection, modeling and finishing.
Therefore, the products to customers are always the best products. With a team of highly

skillful and well-trained designers, the Mua Boutique brand hopes to satisfy the customers'
high quality clothes. No matter who you are, your style of fashion, Mua is fully confident to
meet all your needs. The designs of Mua are innovative, new and unique. Moreover, Mua
always updates new products every week so you can "update" your wardrobe in the most
cutest and trendy way. Mua always wants to bring convenience, comfort and friendliness to
customers during the shopping process. Do not hesitate any more, come to Mua to become a
fashionable lady you the most.
2.2.

SWOT Analysis

2.2.1. Strengths

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II. General Information
As a demand-based design fashion brand, we have many strengths in the variety of designs.
These are very suitable for customers in many cases such as prom, wedding or birthday
parties. Moreover, we accept to change and customize on customers’ requirement if there is
possible for them. After four years of establishment, our products is being well-known and
voted for many customers. A loyal-customers based has developing strongly and increasing
every years. Mua Boutique mostly focus on online marketing so high quality images is the
key elements of us to attract customers. All of the pictures of the collection were planned for
shooting at least 1 months before releasing and uploading into social media. Not only focus
on seasonal collection, we also focus on trendy, new arrivals every week. It doesn’t have to
be a completely new one, with our strengths, just change some details or material, we can
now have a new dress to broader both current and potential customers in every week.
2.2.2. Weaknesses
First of all, our clothes have a long producing time – this is the biggest weakness in our

business. Normally it will take us three to four week to finish completely a dress for
customers. With some cases more special, two to three months may be happen. Another point
is Mua Boutiques only have 1 store which located in District 1, and pretty small, we also
have only three consultants. We use Facebook is the only one to connect with online and
potential customers. All of these reasons lead to our difficulties in customer service quality.
Last but not least, our items are limited due to the customized and rare materials. We cannot
adapt all of customers too many dress in a same time.
2.2.3. Opportunities
Differently with other competitors, we focus mainly on demand-based dress so we have good
reputation about the products. Besides, in the same market segmentation with middle-upper
class clothing, Mua Boutiques has only a few rivals compete directly. Coming along with the

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II. General information
good reputations, we now starting to associate with celebrities and KOLs to use our products
and then show up in their special events. Ho Chi Minh City is not the only market we have
loyal and potential customers, most of them are from big cities such as Ha Noi, Da Nang,
even though we don’t have any official showrooms in those. Internet marketing is one of our
opportunities, with high quality images we have invested, this tool really attract more.
2.2.4. Threats
Our products is being copied by others with poor materials so it cannot express the form or
the unique of a collection. Secondly, competition from new entered foreign brands that offer
very fast fashion styles at more affordable prices. Another threat to us is negative impact on
celebrities’ endorsement campaign – debate on their choices. In opening another store, it is
hard to find very good locations in order to be accessible, to expand brand knowledge and
image.
2.3.

Competition and Customer Analysis

2.3.1. Competitions
In the same market segmentation and levels, we have many competitors. There is two of them
which can be considered as a fierce competitor to us: Poxi Fashion and Little Paris. Little
Paris is an brand which was developed about eight to ten years, and have wide range of loyal
customers. About Poxi Fashion, they mostly focus on elegant, simple white dress, don’t have
any specific or some little customized details on their dresses.
2.3.2. Customer analysis
Targeting customer of Mua Boutique is female from eighteen to thirty five. This range is
considered as a potential customer. We do have some customers over forty, but it is a rare
number. Customers come to Mua those are want to first find a unique, customized dress.
Moreover, they want a perfectly fit dress with twinkle and floral details in a dress for their

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II. General Information
special occasion. On top of that, some of them are in a pretty big size which can find any
dress in fast fashion stores, we can also adapt their need.

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III. Marketing Plan
III.
3.1.

MARKETING PLAN

Goals and Objectives

First, Mua Boutique long-term goals are able to provide a premium brand to the middle class
of Vietnam and become the leading high-grade fashion brand with other rivals. The
objectives of this marketing plan in 4 months are: increasing revenue in the end of 2018
(from October to January to 30%), reaching 20% new and potential customers to broader
numbers of customers ordering new dress.
3.2.

Market segmenting – targeting – positioning

3.2.1. Segmenting
With our level in products, pretty high price, our demographic are female from 18 to 35 years
old living in Ho Chi Minh City. Specially, their incomes must be more than 15 million VND
per a month and being attracted in unique, customized clothing. This is an appropriate
segmenting for us. They all have psychographic is a requirement in having perfectly fit form
up to their bodies shape.
3.2.2. Targeting
15% is the target we focus mainly on to achieve this target. This number means that definitely
fifteen percentage of women from 18-35, in need of dress for special occasions will become
our customers to order a dress. Many holidays are coming, with our seasonal collection and
promotion campaign in this marketing plan, 15% of the total will be gained in the revenue
after. Though this is just an expected data in targeting after we had completed this marketing
plan. 15% is not too difficult to get due to the demand of girls, women. They definitely
willing to pay at any price to become more beautiful and attractive.

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III. Marketing Plan

3.2.3. Positining
We choose 2 element in comparing Mua Boutique with two other rivals: Little Paris and Poxi
Fashion: price and quality. Quality in here is combined with models, form, materials, quality.
Starting with Little Paris, their price of product are the same with us. Some items of Mua is
higher and lower in about 300,000 VND to 500,000 VND. That’s is a negligible numbers in
gaining revenue. And about the quality elements, they have the same service providers in
material of us, but their supply chain is weaker due to the forms or some details to make the
dress more unique and fashionable. Another rival is Poxi Fashion, this brand is not only focus
in dress. They are more likely fast-fashion brand such as Zara or H&M, but their do also
provide simple, basic dress but not too focus on them. Besides, they only have 3 particular
size: S, M, L. It’s very hard for some woman with a special body shapes to fit on their
product. That’s why with the quality element, Mua Boutiques has a stronger positioning in
the market coming along. But with the “price” element, Poxi Fashion is higher than us.
Customers can pay a dress with twinkle and floral in Mua Boutiques about 2 million VND,
but with Poxi, only simple and plain white dress can cost up to 3 million VND.
Figure 1. Positioning of Mua Boutique and competitors
Price
POXI
Mua Boutique

Little Paris

Quality

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III. Marketing Plan
3.3.

Marketing mix (4Ps)

Having a clear vision about the target customers and goals for Mua Boutique is not enough,
we have to define an appropriate marketing mix to guarantee the possibility of our decision.
The marketing mix (4Ps) is a crucial tool to help understand what the product or service can
offer and how to plan for a successful product offering.
3.3.1. Products strategy
3.3.1.1.Promoting product images in social media
We would like to use our strengths and opportunities as padding steps to develop this
strategy:



S1: Variety of designs.
S5: High quality.



O1: Good reputation about the products.

By the time our Marketing Plan takes place (from October 2018 to March 2019), there are
four events to focus on: Halloween (31 October), Christmas (24 December), Year-end party
and Lunar New Year (October to February), we are going to release 4 collections for each
event including Look book and short video.
a) Content
 Halloween look book: This collection is made for Halloween occasion with these
particular characteristic.
Name: Spooky Halloween.
Number of product: 8
Main concept: Sexy, fierce and mysterious city girls.

Releasing day: 05 October.
Preparation: 20 – 30 September.

Source: Mua Boutique, 2018

8


III. Marketing Plan
 Christmas look book: This
collection
is made
for Halloween occasion with these
Figure
2. Halloween
collection

particular characteristic.
Name: Cloches de noël.
Number of product: 12.
Main concept: Elegant, modern French ladies.
Releasing day: 15 November.
Preparation: 20 October – 10 November.
Figure 3. Christmas collection

9


III. Marketing Plan

  Year-end and Lunar New Year:

Source: Mua Boutique, 2018

Name: Blossom.
Number of product: 22.
Main concept: Elegant, girly, innocent Vietnamese girls.
Releasing day: 01 December.
Preparation: 01 October – 25 December.
The preparation time of these collections is based on the importance of each event and the
estimated revenue it will bring. In the three events listed above, Year-end and Lunar New
Year event is expected to bring the most revenue because in the end of the year and Lunar
New Year, customers tend to spend more on shopping, especially on clothings. Christmas and
Halloween are also expected to bring in revenue, but not too much. So, while preparing and

10


III. Marketing Plan
running the project for those two collections, Mua Boutique is also preparing the necessary
steps for the Year-end and Lunar New Year collection.

b)
By

Result
doing

so, we

hope

the

brand

will be

more

well-

known

by the

Source: Mua Boutique, 2018
customers. Moreover, constantly making quality collections can help us nurture a highly
intimate relationship with our target customers. With Halloween and Christmas collections,
we estimate the revenue will gain more than 20% and there will be more than 50% with the
Year-end and Luna New Year collection.
3.3.1.2.Focusing on product title
We would like to use our weaknesses and opportunities as padding steps to develop this
strategy.
 W5: Web shopping – no specific information about the product.
 W3: Weak in consulting services.

11

III. Marketing Plan
 S1: Good reputation about the products.
a) Content
Mua Boutique is just a medium shop and from the beginning up to now, we only focus on
caring the customers visiting shop. The fact that there is about 40% the amount of order
comes from online customers. Our Facebook fanpage does have all the pictures of our
product but the information is not enough, which makes customers confused and they have to
send messages to ask for more detail. Moreover, the amount of work in shop is quite big and
the staffs are not so effective in answering online messages. Therefore, we would like to
improve our Facebook fanpage by updating more specific information about product: Name,
material, price, color, production time, product status,… The hotline number of our shop will
be also added below the product titles so that if customers are bored of waiting for messages,
they can call us right away to ask for information. Our staffs will be assigned to check
email/Facebook messenger/hotline frequently to make sure all the messages will be replied
within less than 20 minutes.
Figure 5. Facebook fanpage of Mua Boutique

Source: Mua Boutique, 2018
The valid day of this strategy will be 01 October, 2018.
Figure 6. Facebook fanpage of Mua Boutique
Source: Mua Boutique, 2018
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III. Marketing Plan
b) Result
By doing so, we hope the brand will be more well-known by the customers. In addition,

updating the product titles can meet the satisfaction of the customers for the product
information and brand policy. All in all, we do hope we will get more than 650 orders through

Facebook and Instagram fanpage/hotline.
3.3.2. Pricing strategy
We would like to use our strength and opportunities as padding steps to develop this strategy:
 S4: Loyal-customer based.
 O3: Not too much competitors in the same market segmentation.
 O4: Target in the middle-upper class.
3.3.2.1.Pricing at a premium
a) Content
We would set the price not too low to be able get profit but high enough for customer to buy.
For example with an item same Ariel, stores sell with the following prices:




A little Paris: 1.700.000 VND.
POXI: 2.500.000 VND.
Mua Boutique: 1.900.000 VND.

13


III. Marketing Plan
Because this is a customized-dress, it is not a problem if the price is a little high. People tend
to spend more money on products they think them represent people’ value such as mobile
phones, motorbike,… Moreover, women only wear this kind of customized-dresses for
special events so it is not a big deal for spending lots of money for a special dress. Customers
need to perceive our products as being worth the higher price tag and our brand must work
hard to create a value perception. Along with creating a high-quality and unique products,
Mua will also ensure marketing efforts, the product’s packaging and the store’s décor all
combine to support the premium price.

b) Result
By doing so, we will increase the brand value on the customers’ perception and gain more
revenue.
3.3.2.2.Psychology pricing
a) Content
It refers to techniques that marketers use to encourage customers to respond on emotional
levels rather than logical ones.
For example: Instead of 1,600,000 VND - 1,590,000 VND.
1,400,000 VND - 1,390,000 VND.
b) Result
We can increase revenue without losing customer. This is a subtle way to earn more money
from the customers.
3.3.3. Channel strategy
3.3.3.1.Content
With Mua Boutique, we choose developing direct relationships and personalize with
customers. We sales our products directly to the customers without any middle man. By
doing product strategies at the same time with this place strategy, it would help the customers

14


III. Marketing Plan
can go through all the products at their leisure and order via internet. This has resulted in
huge amount of sales.
For its product distribution channel, Mua has followed the policy of direct purchase of raw
materials from the suppliers and selling the finished items directly to the store. It also has set
up a network for online sales through Facebook.
3.3.3.2.Result
By cutting off intermediate stages of buying materials or distributing products to customers,
Mua Boutique will save more money to invest in other essential needs for the store and more

time spent on customers and products.
3.3.4. Promotion strategy
3.3.4.1.
Updating customer services
We would like to use our strengths and threats as padding steps to develop this strategy:
 S4: Customer’s loyalty.
 T2: Fierce competition.
a) Content
There will be a Collecting point program for customers. Whenever they purchase our product,
they will get 1 point/100,000 VND.


Having lower than 50 points: 10% off on total bill.



Having lower than 75 points: 20% off on total bill.

Customers will get 10% off for total bill in their month of birth when providing their ID,
driving license,…
All products will have warranty in 2 months for technical errors.
Customers will get 2 free times laundry for bills more than 2 million VND.
b) Result

15


III. Marketing Plan
By doing so, we hope the brand will be more well-known by the customers. With satisfying
the customer needs of product information and consultant, we can have more loyal

customers. Moreover, because customers tend to share their membership card with their
friends, we can increase the number of new customers and that will be our competitive
advantages.

3.3.4.2.

Using KOLs/celebs

We would like to use our weaknesses and opportunities as padding steps to develop this
strategy:


W5: Limited items.



O3: Not much competitors.



O5: Association with celebs/ KOLs.

a) Content
Our products are customized-dresses so the number of available items is limited. Sometimes
customers have to wait for 3 weeks to have a restocked- dress. Moreover, we are confident
that our products have excellent quality and unique form, which are our competitive
advantages comparing with our competitors such as POXI or Little Paris. We decide to use
KOLs as a way to get the customer attention as much customers as possible. KOLs should
have styles match with our girly, elegant,… like singer Phuong My, MC Cat Tuong, singer
Hoa Minzy,… and their fans/followers must be our potential customers. We will send

celebs/KOLs our limited products such as Ariel, Ruby Ocean, Floral,… to make these
products more popular and gain value in the customer perspective. We also restock these
products with limited version and increase the price. The customers will be willing to buy

16


III. Marketing Plan
these products because it is limited and worn by celebs even though the prices are not cheap.
The budget for using KOLs is 14 million VND for 2.
Figure 7. Singer Phuong My with Mua Boutique's dress

Source: Mua Boutique, 2018
Figure 8. MC Cat Tuong with Mua Boutique's dress

Source: Mua Boutique, 2018

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III. Marketing Plan

b) Result
We are so positive that using KOLs will help increase the number of new customer and
crease 30% revenue comparing with other products. By doing so, we will make the brand
more popular.
3.3.4.3.

Promotion campaign

Our target is to viral 3 collections Halloween, Christmas, Year-end and Lunar New Year. The
general activities include Facebook and Instagram advertising and PR activities for each look
book.
a) Facebook and Instagram advertising

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Figure 9. Create Facebook advertising