ABSTRACT

This paper presents a new method for RieNeVan’s footwear to develop marketing in Ho Chi Minh's
marketplace. The biggest limitation of this industry is the uneven development in all stages, especially
the first stage of the value chain, including: material production, design and design. This has hindered
the development and decreased the added value of production. Therefore, the sector upgrading
strategy will lie in moving from subcontracting contracts with imported input materials to a more deeply
integrated model, requiring more level of front and back linkages national and regional levels.
Vulcanized shoes (vulcanized rubber shoes) were chosen by RieNeVan as the main type of footwear
produced. Vulcanization has existed about a hundred years ago with the brand Vans or Converese,
...Being a young brand behind many domestic and foreign competitors. RieNeVan chooses curing
material because he loves sustainability, wanting to keep the core of each shoe so it won't be pressured
by trends. The market in sight is also more stable thanks to that. The work presented here has profound
implications for future studies of developing marketing and may one day help solve the problem of
international marketing for RieNeVan's footwear.

1. Executive Summary

2. Background of the selected company

3. Research Problem

3.1. Research objectives

The goal of this research is RieNevan’s marketing solution to develop in Ho Chi Minh’s marketplace. In
specific, the analysis would examine the marketing practices of the organization. Analysis can have a
better understanding of the company’s condition from there and help come up with ways to boost and
produce marketing revenues.

3.2. Research methodology

Primary method: Based on the opinions of customers who have purchased RieNevan's products, it can
be seen that the majority of customers are very fond of the product. Most of them are young customers
and really like Vietnamese brands. The product is considered by many opinions to be very good and very
favorable from customers. The price of the product is also affordable for students and young people.
Products with many different designs and colors. So customers love Rienevan's products. But there are
some conflicting opinions due to preferring Western designs.

Secondary method: The predecessor "23 Originals" sold for about 850,000, while E2-Foam has been
upgraded so it costs about 900,000 VND (1000 more expensive than Biti's Hunter). Is it worth buying?
Definitely Yes, if you love the tough, sturdy durability of old materials like leather and rubber. Not to
mention the simple, basic lines on this shoe that are very well suited to the current trendy nostalgia
trend

3.4. Scope and Limitations

Scope: This study covers the preferences of HUFLIT students on different shoe brands with selected
brands of shoes based on the thought of researchers which are: RieNevan, Converse, Vans, and Keds for
sneakers; and Nike, Adidas, and Advan for rubber shoes. The study will also cover the factors a person
considers when buying shoes and rated by the respondents: price, comfort, design, durability, and its
overall quality. The respondents are one hundred HUFLIT students that are chosen randomly and
surveyed through a survey website through sending links by means of Facebook.

Limitations: The study is not limited to the selected given brands of shoes. The respondents have an
option to state their preferred brand over the selected given brands. Thus, this study will only be
conducted only on HUFLIT students with having 40 male students and 60 female students not limited to
their program major or year level that will focus on rating the preferred brands’ comfort, design,
durability, affordability and overall quality.

4. Research Design

It can be said that RieNevan has taken great care of the Casual shoe line from its style, color to its
features. The first highlight of Casual is certainly not to mention its design. For shoe designs, the Casual
line has been tweaked, expanding the toe section to match the Vietnamese feet. In addition, the sole is
also pressed monolithic rubber with the sole design including zik zak grooves to maximize grip when
moving.

Besides, the shoe surface is made from Cool + 3D Mesh material. This is a material that provides
optimum ventilation for the user and is extremely soft. In particular, the middle layer is 3D woven fiber
that helps the user to be flexible in movement without fear of foot pain or discomfort.

With their products, RieNevan always pays attention to blow the cultural soul of the country into it.
Maybe the product is not "stretchy", not too picky with motifs, the Casual line tends to the two main
white / black colors and is mixed with red / gum to create a new and sophisticated pattern.

5. Fieldwork / data collection process

5.1. Secondary data

Secondary data will come from published materials and existing literature regarding the research topic.
The internet will be useful in the collection of data regarding the B2B and B2C markets. Published
materials such as books and journals are useful in order to assess the characteristics as well as the needs
and requirements of the target markets. Secondary research will also aid in the analysis of the
developments and characteristics of the shoes industry and the competitors of RieNevan.

5.2. Primary data

5.2.1 Focus group

Surveyors in HUFLIT, it can be divided into two subjects:

- Female students
- Male students

About brand awareness, product experience of RieNevan, imprints of products..

The surveyor will be facilitated by a skilled moderator.

5.2.2. Data collection approach

The primary objective is a student's brand awareness on RieNevan's shoes. A questionnaire will be sent
to students that asks about the RieNevan brand during their time.

6. Data Analysis

Through the servey of students at HUFLIT showed the results:

- Brand awareness of male students is higher than female students.

- Brand outreach towards male students is higher than female students.

Activities in the future to promote the brand to a wider audience ( especially those who are female
students):

- Designs suitable for girls

- University advertising such as posters, projection screen in the elevator..

7. Time and Cost Estimating

The first sneaker named "23" Classic version was the biggest change event of my life. I have been
pursuing the project for 4 years now, the first years when I just thought of the idea was very difficult,
from drawing up to actual products.

The luckiest thing is probably when it is released to the market, "23" classic is very interested and want
to own a lot of friends, but there is a big problem when I just produced 100 limited pairs, I the order was
cut off by the shoe sole company without giving the cause. That event almost stopped the project
because there was not enough raw materials for production.

The many opportunities for contact with beautiful shoes plus the love of shoes available in Tien made
him eager to design and sell his own shoe brand. The designs of the dream shoes were completed by
Tien during this time.

9 months later, Tien returned to his hometown with the accumulated amount of 25 million VND.
It took Tien and his friends 5 years to find the solution to the puzzle: "How to create a shoe with a good
shape and quality right here in Vietnam with capital and experience in shoe production. almost zero? ".

Limited budget, time waiting for anyone .... There are times when Tien gave up the project when he
brought the blueprint to many workshops but was repeatedly rejected. If you are lucky enough to have a
workshop, Tien's eager anticipation is often met with a pair of model shoes that are far from the sky
compared to the design.

8. References