EXECUTIVE SUMMARY

Recently, within the growing market economy, capturing trends and promoting strengths
are the minium necessary for the long-term progress of enterprises in the world in general and
specifically Vietnam. Thus, it is also one of the strong enthusiasm that inspired Re:ONE to be
launched in the fashion market with the recycled sports shoes category through the
environmental campaign “Ocean Alive” in Vietnam. Indeed, the company spent all its capacity
and time for more than two years in order to complete this project with a detailed market
analysis strategy. Furthermore, businesses will determine the target market as well as the
demographic profile that we decided to concentrate, then it divided into two main groups
includinig private and corporate partners. Besides, it is can not fail to mention that the data
reporting on SWOT analysis of the product and the feasibility of this strategy by the media to
promote the impact of recycled goods on domestic and international countries. Since, this is a
new product for consumers in recent market, the company has considered using most of the
support tools in communication strategies such as PR, personal selling, advertising, direct mail
and other methods. Then, it is also accompanied by Internet social networks, digital TV stations
and printed publications directly to potential KOLs in order to maximize the influence of
Re:ONE.

INTRODUCTION

Ocean Alive is a media campaign that is currently the most expected company after over
two years of researching and assessing the situation of the footwear market in general and sports
shoes in particular. According to statistics of the Institute of Natural Resources and
Environment of Hanoi National University, Vietnam is the 4th largest country in the world with
plastic waste discharged into the environment and this has put enormous pressure on businesses
that are the main cause of serious pollution. Therefore, this plan will focus exclusively on
recycled materials Re:ONE sports shoes in the Vietnamese market with media spending a lot of
money for the Ocean Alive project. As a result, interacting with social networks will be the first
step for building a positive brand image through diverse psychological advertisements and
special promotions for local consumers.
 THE SHOES MARKET

Footwear is one of Vietnam’s key export items, along with other industries such as
textiles and agricultural products (including coffee and vegetable). Based on the statistics of the
Ministry of Industry and Trade, Vietnam ranks second in the world in terms of annual footwear
export value after China with the amount of shoes more thhan one billion pairs of each year
(MinhDuyen, Feb 7, 2019). Therefore, the Re:ONE shoe recycling category will be one of the
initial brands in using recycled materials in order to reduce environmental pollution thanks to
the support of businesses in Vietnam.

Returning to the domestic situation, the data for searching sports shoes over the past five
years (2014-2019) clearl showed the interest of consumers in terms of footwear products,
namely sports shoes. Also, it is obviously that the growth rate gradually increases year by year
according to Vietsoftgroup research.
 Google Trends, Statistics of trends in sports shoes search over the past 5 years in
Vietnam.

In order to perform the global manufacturers in the worldwide market, domestic

companies are now required to build their own product lines. Vietnam is presently a general
contractor of 46 per cent of FDI-induced Asian developed countries (Japan, Korea and Taiwan).
Investors extract almost all of the manufacturing considerations required to their production due
to the lack of framework in the supply of raw materials, apparel and facilities.

In fact, nearly 40 per cent of the population is medium and high and their numbers are
increasing steadily. The project emphasizes on two largest groups capable of leading Re:ONE to
grow more than other goods, such as private buyers ( specific consumers) and fleet buyers
(normal customers). It means that the first concept will receive authorization from the brand and
purchase large quantities of products to create a small distribution channel that directly resells to
an other customers. Contrary to the second definition of fleet buyers, customers can also
become buyers directly get warranty policies from the manufacturer and surely not through
intermediaries as agent.

TARGET AUDIENCE

Re:ONE is a new initiative for product lines from recycled materials but in the mid-range
segment above. Although the manufacturing cost is still quite high when there is no alternative
solution, the enterprise believes in the decision to launch this type of sports shoes and c

ompete directly with other brands such as Nike, Puma and Under Amour. Besides several
collection shoes with different price segments, this goods will only focus on the target market
with the unique design of the sole of shoes by plastic bottles and fiber cloths made from coffee
grounds, that consist of middle-income and high-income level in Vietnamese market.

Based on the Ocean Alive campaign, this communication plan will meet customer
demand through special features and affects to customer who have already known about Adidas
brand. Also, it is not denying that Adidas organized many advertising from traditional media to
social networks (Facebook, Instagram) and it created more and more followers after each annual
project. After the cooperation with China, which produces Adidas orders, we have achieved a
growth rate of more than 27% in the international market, and Vietnam will be the next country
to help Adidas believes in the essential decision becauses of abundant labor resources. Since
then, investors have also continued to become private buyers in order to partner with Adidas
and boost the number of recycled sneakers based on anticipation of new trends in the future.

1. DEMOGRAPHIC

Along to a statistics of over 58% market share in Vietnam, Re:ONE is determined to

continue to dominate the level of product consumption similar to the previous generation Ultral
Boost. Following to the company expectations, this item is concentrate on young, middle-aged
and elderly segments because these are the three level that have a direct correlation in
perspective and lifestyle nowadays. Also, compared to the previous hard time, people have
more comfortable in the idea of choosing appropriate personal consumer goods and ensuring
health safety. Thus, Re:ONE is either available for both males and females and between 20 to
70 years old.

PSYCHOGRAPHIC

Depending on demographic part, this plan is identified to three main group through the
examination of customer behavior.

 Early Adopters
+ Those who are interested in updating fashion trends constantly and desire to assert
themselves.
+ They are intrigued by the innovation designs, or unique features of item in
accordance with personal taste.
Media usage:
+ Print: fashion newspaper (Elle, Vogue, Style, Harper’s Bazaar, Cosmopolitan)
+ TV: Shopping TV, VGS shop, FOXlife, FashionTV, HiTV, STYLE TV
+ Social network: Facebook, Instagram, Pinterest, Youtube, Snapchat
 Environmentally friendly
+ Those who are interested in environment and desire to use quality products.
+ They want to reduce plastic items and recycle/ replace by another raw materials.
Media usage:
+ Print: quality daily newspapers
+ TV: VOV TV, National Geographic
 Communication need
+ Users are willing to pay a high price to buy products that suit the needs of daily
communication.
+ Elegant, comfortable and satisfy in nicely with any outfit of the day.
Media usage: the same media usage in Early Adopters part.

ADIDAS
In 2018, there were a few changes in the business strategy of the Adidas Group, when
sales slowed to about 4 % compared to an average rate of 10%, the enterprise’s experts had
revitalizing sales and improving results through new version innovation to the old ad parallel
product lines that is preparing the launch of goods from recycled materials Re:ONE.
On the other hand, Adidas has also begun to enter the era of new technology with
electronic applications that the brand launched immediately captured a large number of users
continously downloading within two days of introduction. Next, thanks to the World Cup
football event that has contributed to promoting Adidas’s marketing to over 13 nations
worldwide and in the future will be a big advantage compared to other rivals such as Nike,
Puma.

After that, this communication plan will identified the SWOT analysis of Adidas in
Vietnamese market:

Internal factor
Strengths
 Top three most famous brands of
sports shoe products in the world
 There are diverse portfolios in
different market segments
 Strong financial situation that
ensuring capital budget rotation for
media campaign projects
 High quality brand image and high-
quality product
Weaknesses
 High price range due to tax in
Vietnam
 The distribution network is not
diversified, only focusing on
shopping malls instead of opening
retail stores
 Excessive dependence on outsourced
manufacturing, namely China.

External factor
Opportunities Threats
 Integrate with changing new updated  Face-to-face with other rivals in
style trends every segment (Nike, Pume,
 Engage in new markets and expand UnderAmour, Skechers, etc.)
globally  Restrictions from manufacturer/
 Create alternative recycled materials supplier
 Improve marketing department  Government policies
through online activities
 Campaign objectives

Target audience (who) : 1. people currently living big cities HCMC, Hanoi, Da Nang.
Income above 10 million/month. Lifestyle : lively, dynamic personality and care about the
environment.

Expectancy : base on the figure of KOL contract : 2,000,000 Reach / month min

Time 3 month : 80% population from 3 cities to aware the brand

40% population from 3 cities experience the product

20% population from 3 cities would have the purchase intention

Creative strategy

RE: one has the same characteristics and colors as other shoes. But the difference is that
RE: one is made from cheap, readily available, almost free materials because it's just the garbage
collected from beaches around the world. The plastic then undergoes thermo-processing, shrinks
the pellets to a micro resin, then spins. Finally, they are woven into uppers and complete the
recycling process. If we didn't say they were made from recycled materials, customers wouldn't
know it. With Ocean Alive campaign, we want to provide products that are both comfortable and
environmentally friendly.

To appeal to the target market promotions should promote the shoes and its users to be
innovative, bold, intelligent, intelligent and pioneering. Initially RE: one will not face barriers to
high initial costs, however, barriers are identified when buying (the model is not different from
conventional products, customers do not really understand ) should be overcome by highlighting
differences in product material/product explanation. It is important to emphasize that the RE: one
is made from recycled waste (different from ordinary shoes) and provides comfort like a normal
shoe, so RE: one should be considered a real product. "green" products should be used while the
world is joining hands to protect the environment today. The campaign is intended to reduce the
amount of waste that goes into the sea, making it "live" again (Ocean Alive).
It would make sense to create different executions to target one of the three mindsets identified
in the target market and emphasize their reasons to buy and refute their individual barriers to
buy. This is done through the races organized by the campaign, the promotions will appear in the
media to change customer psychology, causing customers to change shopping habits. Use RE:
one to protect the environment instead of other products (tests that already have a place in the
market)

Communication mix

Based on the characteristic of the product in the product type categories, stage of product
life cycle and the statement of product, therefore those communication mix would be built and
adjust to be suitable for those characteristic.

Briefly about the characteristic of product, RE:One is a product usually would be

compared on perceived value attributed such as price, quality , design and social trend to other
competitor in Vietnam such as Nike, Adidas, well-known as international brand, and Bitis, a local
brand in providing fashion shoes. Therefore, it could be said that RE:One is in the Shopping
product in type of product categories. About the stage of product life cycle and product statement,
our product is entirely fresh in the market. So far, the customer behavior in Vietnam mainly focus
on the price, design and brand of Shoes, they rarely comprehend the quality of product. Our
product would come into the market with the statement of “Healthy Environment” Shoes, recycle
material in manufacturing, even though, our product is in the introduction stage of product life
cycle.

Advertising, the advertising campaign are made to fit the target market. The target market
of RE:One is focus on people with sporting and dynamic personality, moreover people who care
about the environment and the activity in recycling. Advertising can be used to increase the brand
awareness and information of RE:One. The Advertising mainly focus on the internet Platform
such as Social Network, Youtube Channel and Website .

Personal selling is an importance in communication mix, because the salesperson is the

one who directly contact and build up the relationship with customer. Therefore, the salesperson
need to understand how and what should they ask to catch the ideal insight of customer. The
salesperson also need to be trained the skill to drive the demand of customer to meet the product
quality.in the market that exist many competitor such as Nike, Adidas or Reebook and even local
brand, salesperson is the one who would guarantee the experience of customer when they think of
purchase product.
 Sales promotion,monetary voucher is much more attractive in the first stage of product life
cycle, coming along with that would be the coupon with discount rate for the next purchase with
the purpose to tempt customer to comeback or recommend friends

Internet marketing, using the internet marketing advantage such as social network to reach
the demand of customer. Additionally, the social network is the platform that could rapidly and
easily catch the concern of people with dynamic personality and concern significantly about their
appearance.

Public relation is significantly important, cause this method could be a thing to widely
develop and maintain the relationship and statement with customer ,(Smith, 1997). according to
the product statement, “using recycle material”, a wide and heated topic in the society recently,
company would create some offline campaign to restrict the reputation and statement of the
product.

Packaging, even the Box of Shoes would be made of recycle material as well. The
package would be design to recall the imagination toward a clean and healthy ocean, therefore,
the Blue color would be chose as the core. Even those, the design still express the dynamic
lifestyle.

Recommend campaign

Because the company and product is entirely new to the market, therefore, the company
would focus on the social respond to examine the efficiency of the campaign.

In the public relation, company would associate with the marathon union to extend the
advertising billboard and banner. Those Marathon Union established for an social purpose such as
children donation. VnExpress currently cooperate with Marathon Union to establish many
tournament such as Quy Nhon Marathon , HCMC Marathon to raise a fund for heart-condition
children, and RE:One would be likely to be a sponsor for those event and concurrently spread out
the statement of company, “ to a clean ocean”. the billboard and banner about the product
statement would be attach along the event

Moreover, following the flow of society, there are many Non-government organization
doing activity in environment such as WWF Vietnam, CHANGE, WildAid, AFEO, those are big
group integrated a large amount of member, doing activities such as environment reservation ,
propagandize the status of environment. RE:One would come aside with them as the sponsor who
do care about the environment status.

Taking the advantage of social network, social network such as Facebook and Youtube are
the platform that connect people widely online. RE:One would use that advantage to spread the
statement and characteristic of RE:One and concurrently collect the responds of society. The
Statement would be put in some Viral Video with 2 phrase, “ We do care about the environment
and ocean” and “ we also care about the customer’s experience”.

Moreover with the characteristic of Social Network, the Electronic word of mouth,
RE:One aim to use all the idea, opinion about the quality , experience of customer to spread it
widely as an practical evidence of product.

About the sales promotion, the discount budget for the first month after launching would
be $100,000. which means that the discount rate would be at 15% on each product. The
information about the promotion would be widely spread on the internet and event campaign.

In term of personal selling, the salesperson would be trained to understand all the process
of manufacturing, that is the key point of product. They have to understand not only learn it by
heart, to deliver the message to individual customer, even the RE:One literally made of trash but
the quality is not trash. The salesperson have to converse the perception of customer that each
RE:One that they purchase would be a donation to environment and society. They also would be
trained to clearify all the inquiries relates to product from customer. Because RE:One is a
Shopping product which means that we would be compared with other competitor such as Adidas,
Nike or Bitis about price and quality.

Media strategy

RE:One not focus on TV advertisement, cause of the behavior of customer, they rarely
watch TV programme at the moment. Therefore, we mainly focus on the Social Advertisement
and Internet advertisement.

We plan to cooperate with “Vietnam Sach va Xanh” organization to bring up a viral video
about harmful influence of plastic bottle. And it would be worse if the plastic bottle could not be
appropriately handled.

Furthermore, recently CHANGE organization has many video on social network with the
purpose of propagandizing people stop using plastic in daily. Take the flow of that, our company
would cooperate with them to public a viral that we have solution for that problem, cause we
know that it is hard to get grid of plastic in using.

The internet play an significant role in the campaign because of its spreading ability, all
the activities of the company toward environment would be posted online and collect the respond
of society.

Moreover, air pollution is another heated topic which is leaded by Dua Leo channel, and
he has a quite influence to young generation, therefore, RE:One would associate with him to do a
“Review” about the product.

In term of offline advertisement, public relation, as we mentioned above, we would come

along with Marathon Union in their event to set up our product billboard, and do the special
promotion for attendance.

Additionally, RE:One would establish some event to let customer have a chance to
experience the product themselves. For instance, a mini challenge, wearing RE:One and run 100m
. all the opinion would be collected form that event for the following model.

Our purpose for this campaign is bring the image and statement of RE:One into a visual
image that all the customer could see it and experience it.

Timing and Budget

The public relation and internet marketing would be deployed before the launching stage
of product for 2 months.
 REFERENCES

http://www.kinhtenongthon.vn/nhieu-quoc-gia-dau-dau-vi-van-de-rac-thai-nhua-dai-duong-
post25649.html

https://vietsoftgroup.com/blog/phan-tich-chien-luoc/70-phan-tich-thong-ke-truyen-thong-giay-
the-thao-tai-viet-nam.html

https://atpsoftware.vn/phan-tich-swot-cua-adidas-thuong-hieu-thoi-trang-cua-nhung-nha-vo-
dich.html

https://bnews.vn/nganh-da-giay-nam-2019-giu-toc-do-tang-truong-10-/111710.html

http://cres.vnu.edu.vn/viet-nam-xa-rac-thai-nhua-ra-bien-nhieu-thu-4-the-gioi/