Coolmate - Midterm - Group 7

GROUP 7
Hoàng Ngọc Lan - 2012150049

Bùi Ngọc Linh - 2013150027
COOLMATE
Lưu Phương Linh - 2013250014
Nguyễn Diệu Linh - 2013150029
Nguyễn Ngọc Linh - 2012150051
MARKETING ANALYSIS
LECTURER
PhD. Nguyễn Hải Ninh
FOREIGN TRADE UNIVERSITY

MARCH 2022
MKTE302.1
Table of
Contents
Market Buying Behavior

03 30
Analysis Process
Customer
16 Analysis Recommendation
37 in the customer
SWOT and TWOS journey

20 Analysis
Stimuli of 40 References
23 Customers
MKTE302.1 - Group 7 Page 02

I.Market
analysis

1.MACROENVIRONMENT
POLITICAL ECONOMIC SOCIAL

- The government - From 2000 to 2020, - Understanding the
promotes a start-up Vietnam’s GDP per Vietnamese market and
culture and assists capita increased by 7.1%, fashion trends in Vietnam:
entrepreneurs to reaching nearly 2,800 Men place a higher
accelerate the USD even in times of the importance on ease and
development process. pandemic, indicating comfort than on
long-term economic trendiness, therefore they
- The government is development. choose for more basic
facilitating e-commerce - There are over 6,000 styles than women. In
enterprises by factories dedicated to addition, they prefer to
implementing new clothing and textiles in buy clothes in bulk for the
legislation protecting e- Vietnam, and the sake of convenience.

commerce, which is industry employs over
Coolmate’s business 2.3 million people - Citizens now prefer
model, and throughout the country. sustainable and
technological activities. - Since the emergence environmentally friendly
of COVID-19, the supply products.

- Coolmate is required to chain and distribution in
pay three types of taxes Vietnam has been - Coolmate pledges to
under the new disrupted. Therefore, donate 10% of the order
government law: Coolmate can facilitate value to underprivileged
company tax, value- distribution and save children for each product
added tax, and license money by operating via with the Care&Share
charge. e-commerce channels. brand sold.

- Coolmate's tax rate in
Vietnam is similar to 3
percent VAT and 1.5
percent personal
income tax because the
company focuses on
textile processing rather
than tailoring.

1.MACROENVIRONMENT
TECHNOLOGICAL LEGAL ENVIRONMENTAL
- The ever-increasing - Vietnam allows and - Rapid economic

trend over shopping encourages foreign development can lead to
online via social media companies to invest in unsustainable
and e-commerce and do business in development of natural
platforms. Vietnam. resources and impact
future growth potential.
- Vietnam has good - Governments have made
manufacturing with it easier by corporate law, - Vietnam is greatly
high-quality and and now limited liability affected by air pollution.
affordable products that companies can be easily There has been a pressing
can compete with incorporated. need in the textile
international brands. industry to produce
- The Vietnamese environmentally friendly
- Lack of high-tech Parliament introduced a products with no or little
materials and fashion new labor law in 2019 and plastic containers.
projects including has been active since
technology. January 2021.

2.MICROENVIRONMENT
In a market dominated by fast fashion players, Coolmate -
a young Vietnamese clothing brand - offers an antidote to
on-trend shopping. The brand has found its niche in
offering high-quality essentials for men’s wardrobes. It
applies the power of technology to the distribution of
products for men so that customers can buy a quality
wardrobe, good price, prompt delivery, and outstanding
care.
ABOUT COOLMATE

TARGET CONSUMER: MALE
They value ease and comfort rather than trendiness. And
when it comes to stocking up on wardrobe essentials such as
shirts, pants, socks and underwear, they prefer to buy in bulk
for the sake of convenience.
CUSTOMER D2C PRODUCT-

SERVICE BUSINESS CENTERED
MODEL
Coolmate enhances Operating through its self- At Coolmate, every

developed e-commerce strategy begins and
customer experience
store with a user-friendly focuses on the product.
through online interaction.
interface, with its two Coolmate apparel
They developed an
operation centers in Hanoi products from designing,
exchange and return policy
and Ho Chi Minh City weaving, dyeing, cutting,
for any reason within 60 shipping orders within the sewing, and finishing are
days of purchasing. city limits in under 24 all done in local factories
Customer service staff are hours. that meet export
trained to be able to handle standards and by skillful
each specific case according hands with mind offers
to the customer's request. products labeled

“Proudly Made in
Vietnam”.


THE SUPPLIERS
Coolmate works directly with yarn suppliers to gain
access to the latest materials around the world and
receive direct input from industry experts. Approved
materials will then undergo meticulous testing before
going into production.
Coolmate has 5 main product suppliers including:

1 textile factory
2 garment factories
1 underwear factory
1 socks factory
The dependence on a small number of suppliers
presents potential risks for the business. While getting
more control over product management, Coolmate
can face the risk of disrupting supply chain if
internal conflicts or unfavorable conditions (Covid-19
pandemic) happen.

INTERMEDIARIES
Marketing Intermediaries are

firms that help the company
promote, sell and distribute its
products to final buyers.
Therefore, it plays an important
role as a partner to optimize
the performance.
With Coolmate, there are three

main channels of marketing
intermediaries, which are
website, digital market and
social media.

WEBSITE
Focusing only on e-commerce, the website is an important
touchpoint to the buyers. Coolmate has done a good job with
their web’s interface.
Coolmate’s website provides a modern and eye-catching

interface with the color yellow, basic type font and simple
icon. The color would be changed based on their marketing
campaigns, such as red for Christmas. In the horizontal bar,
Coolmate provides six categories, which are outlet, coolsub,
products, coolxprint, about Coolmate and Sizing. In the
bottom right of the website, there is a message icon allowing
users to directly contact the staff. The information about sales,
new products, key products and customer’s policies are clear
and appear at first.
According to the CEO of Coolmate, in 2021, the total traffic of

website coolmate was nearly a million. After being
established two years, Coolmate’s website reached a ranking
of 692 in Vietnam, according to Alexa Rank.

INTERMEDIARIES
DIGITAL MARKETS
Coolmate builds its E-commerce platforms such as Shopee,
Lazada, Tiki,... where Coolmate runs ads and flash sale
campaigns. Coolmate focuses mostly on Shopee and
Lazada so it gets numerous followers and a high rate of
positive feedback from buyers.

SOCIAL MEDIA
Coolmate focuses on marketing the brand through social media,
especially on Facebook and co-operate with KOLs or influencers on
Youtube platform.
FACEBOOK
Facebook is an effective social
platform to launch marketing
campaigns. Coolmate tends to
choose male influencers, who
have a positive effect on the
community and have good taste
in clothing.
(Vu Van Thanh - Vietnamese
football player)
YOUTUBE
On youtube, a video-sharing
platform, the common content is
receiving gifts from Coolmate and
reviewing the quality of the
products.
(Tan Mot Cu - 495N subscribers)
La Sneaker - 430N subscribers...)

COMPETITORS
UNIQLO
Characteristics:
- maintain the basic designs with
various colors
- high quality, good material (high
percentage of cotton)
- high prices
Price range:
- shirt: 350.000 VND - 600.000 VND
- pant: 500.000 VND - 1.300.000 VND
- accessories: 200.000 VND - 500.000
VND
SSSTUTTER
Characteristics:
- diversified types of products: jacket,
shirt, pant, shoes,...
- eye-catching designs, combination
of vintage and modern lifestyle
- affordable prices
Price range:
- shirt: 300.000 VND - 450.000 VND
- pant: 400.000 VND - 500.000 VND
- accessories: 50.000 VND - 200.000
VND
BOO
Characteristics:
- colorful and trendy patterns,
modern designs
- creative content changes seasonal
- providing many vouchers and sale
campaigns
- not suitable for basic, everyday
wearing
Price range:
- shirt: 300.000 VND - 600.000 VND
- pant: 450.000 VND - 900.000 VND
- accessories: 60.000 VND - 200.000
VND

Publics
General publics
General publics are all the people of an
area, their image of the company is
important to buying. Coolmate’ mission is
to bring “Basic shopping solutions for
men”, somehow making clothes-shopping
easy for men to buy the most necessary
items, such as shirt, pants, socks,...
Coolmate provides the solution of two-
minute shopping in a click online on the
website to have the necessary and favorite
items since most Vietnamese men do not
have much time and money to spend on
shopping themselves.
Media publics
Media publics carry news, features and
editorial opinion. Established as the first
model of “Basic shopping solution for
men” in Vietnam, Coolmate started to
take advantage of Social media Ads with
their own website coolmate.me to
attract buyers.
In addition, Coolmate has been on some
social media platforms such as
Facebook, Instagram, Youtube,...
According to statistics, on 21/3/2022,
Coolmate has 302.230 people liking their
Facebook fanpage and more than 30.4
thousands followers on Instagram.

Publics
Financial publics
Financial publics influences the ability to obtain
funds. Coolmate successfully got an investment
deal in the show “Shark Tank Vietnam” season
4. In that show, Coolmate CEO Pham Chi Nhu
settled his final issue at 500.000 USD for 10% of
the stake, plus 2.5% share advisor and had the
acceptance from shark Binh. With the
companion of shark Binh, Coolmate wishes to
expand the scope of countries in Southeast
Asia in the near future.
Citizen action
publics
Citizen - action publics affect the making
of marketing decisions. Coolmate
provides many customer services.
Specifically, there are Unique service
customer cares, buyers have 60 days to
return products for any reason, fast
delivery with no extra charge or
unlimited duration of customer service
calls to name a few.
Especially, Coolmate creates its own
service that has never appeared in
Vietnam, which is called CoolSub. This
service allows buyers to order once and
get the basic items periodically. It not
only helps men to not spend much time
on shopping every month for underwear
but also protects the buyer’s health.
Buyers can cancel the service anytime
they want.

II.CUSTOMER
ANALYSIS

COOLMATE
TARGET
CUSTOMER
GEOGRAPHY
Region: all over Vietnam, especially
in big cities (Ha Noi, TPHCM, Can
Tho, Da Nang, Hai Phong, Nha Trang)

Density: urban
DEMOGRAPHY
Age: 18-40
Gender: Male
Income: <6M, 6M-11M, 11M-20M, >20M
PSYCHOLOGY
Lifestyle: busy, modern, love
convenience
Personality: any type
PURCHASING BEHAVIOR
Benefit: time-saving, convenience
Using condition: regular
Loyalty status: strong

CUSTOMER
PERSONA 1
General information
Name: Nguyen Hoang Son
Age: 19
Gender: Male
Marital status: Single
Job: College student
University: Academy of Finance
Income: supported by parents ~ 5 million
VND/month
Location: Hanoi
General Interest
Minimalism, hanging out with friends, playing
video games, playing sports

Communication preferences
Platform usage: Facebook, Instagram,
Tiktok
Usage time: every free time (lunchtime,
evening, before bed)

Shopping priorities
Price > quality > brand > packaging
Problems with clothes shopping
limited time and budget for clothes but still
want good quality
Truth CUSTOMER
I do not have much money and
time to spend on clothes
Tension
INSIGHT
I want clothes with affordable I am still financially supported
price but still have good quality by my parents so I cannot
Motivation spend too much on clothes. In
Clothes with good fabric are addition, as a teenager, I love
suitable and convenient for me to hanging out and playing
go out or play sport sports so I need to wear
something comfortable and
simple. However, clothes with
good quality usually go with
high prices..

CUSTOMER
PERSONA 2
Demographic:
Name: Nguyen Dang Quang
Age: 23
Gender: Male
Marital status: Unmarried
Job: Data engineer
Income: 15 millions VND/month
Location: Hanoi
General interests
Minimalism, technology trends and
products
Communication preferences:
Platform usage: Facebook, Instagram,
Tiktok
Usage time: evening
Shopping priorities:
Quality > price > brand > packaging
Budget for clothing:
At least 1.000.000 VND/month for clothes
Problems with clothes shopping:
Limited time, laziness to go shopping and
mix-n-match
Truth:
I mostly prefer basic clothes that CUSTOMER
show maturity and have an
assistant to help me in mixing and INSIGHT
matching styles. I'm a millennial man with a middle
Tension: income and I can't spend much time
I don't have much time for shopping and styling; I also waste lots
shopping so I'm quite lazy to do so. of time and money when buying items
Motivation: in different shops, which caused a
I prefer products with reasonable struggle to mix and match.
So quality, price, convenient shopping
prices, ready-to-wear, high quality,
experience are the three most desired
and a convenient shopping
characteristics of a basic clothing
experience (online payment, fast product; and I want some combo of all
delivery, good customer service). these items that are already well-mixed
by good customer service.

III.SWOT
and TOWS
Analysis

SWOT Analysis
Strengths Weaknesses
1. Technology applied products: CleanDye;

ExCool; HeiQ Viroblock 1. Lack of direct experience due to purely
2. Optimized shopping solution: create men’s online platform
wardrobes through ready-to-use boxes 2. High upfront cost including development
3. Great customer and after-sales service: expenditures, salary for web developers,...
CoolReturn, 24/7 hotline,... 3. Undiversified product models
4. D2C online business model: cost
optimization and better customer

experience
5. Competitive price compared to other local
brands

Opportunities Threats
1. Online shopping trend due to Covid-19

pandemic => Coolmate can reach a larger 1. Competitors: SSStutter, Uniqlo, Boo,...
customer base 2. Material shortage due to dependence on
2. Minimalism male fashion trend => only 1 supplier per product
consistent with Coolmate’s products
3. Media coverage after Coolmate’s success in

Shark Tank


External
External Threats (T)
Opportunities (O)
1. The rising of
TOWS
1. Online shopping
competitors
trend
2. Dependence on
2. Minimalism male
only 1 supplier per
fashion trend
product
3. Media coverage

SO (Maxi-Maxi)
Internal Strengths (S)
1. Push online
1. Technology applied ST (Maxi-Mini)
branding
products
campaigns 1. Use cost
2. Optimized
2. Optimize website advantage to
shopping solution
quality compete with
3. Great customer
3. Renovate competitors
and after-sales
technology in 2. Diversify
service
producing suppliers
4. D2C online
products
business model
4. Maintain good
5. Competitive price
customer service

Internal WO (Mini-Maxi) WT (Mini-Mini)

Weaknesses (W) 1. Create creative
1. Diversify
1. Lack of direct marketing
product designs
experience strategies
in minimalism
2. High upfront cost 2. Opt for cross-
3. Undiversified
trend platform
product models 2. 3D Fitting room development


IV.STIMULI OF
CUSTOMERS

01
A VARIETY OF PRODUCTS
MARKETING Coolmate offers a range of essential clothing

items for men’s everyday life (T-shirts, polo
4PS
shirts, accessories, underwear, bucket hats,
socks, etc)
Coolmate also runs some projects such as
CoolxPrint (customers can have their self-
made items with personalized logos) and
Coolsub (a periodic delivery service in which
customers can receive underwear
periodically and they can cancel the
subscription at any time).
1. PRODUCTS
02
HIGH QUALITY AND PROUDLY
MADE IN VIETNAM PRODUCTS
Coolmate monitors the fiber and cloth
supply chain, as well as focusing on
building strategic relationships with
reputable manufacturing partners with
unchanged cooperation philosophies
from the very beginning.
Each product is publicly disclosed in
terms of manufacturing processes,
production technology and fabric
quality. In fact, Coolmate’s monthly
collection features products that
incorporate new, cutting-edge
materials.
03
MINIMALISTIC DESIGN
Coolmate’s products are consistent in
terms of design, with solid colors, no
textures and a simple logo. These
simple designs allow consumers to
easily incorporate into their daily
closet and they are also easy to mix
with products from other
manufacturers.

04
FUNCTIONALITY
Comfort and practicality are extremely

important for men and Coolmate’s
founders have added extra details to
ensure that. For example, the addition of
pocket zippers to keep personal items
more secure.
05
ENVIRONMENTAL FRIENDLY
PACKAGING
With a commitment against plastic

packaging, Coolmate’s products are put
in boxes made from recycled
cardboard, which are decorated in
white and black with the Coolmate logo
occupying the majority of the outside
area. Inside these boxes, the products
are neatly folded and arranged.

PRICE
Affordable items compared to competitors such as H&M,
Uniqlo, SSStutter, etc: Coolmate applies D2C (direct to
customers) commerce transactions, thereby cutting down
on costs for third-party intermediaries and rental costs.
Seasonal discounts, discounts for a group of customers (top

fans, Coolclub, thank you cards and #coolmate buying
experiences) and discounts made when buying in combo
(up to 40% discounts and free shipping are available for
orders exceeding 300,000 VND).
Coolmate operates through its self-developed website

coolmate.me.
Coolmate also has indirect distribution channels on e-
commerce platforms such as Shopee, Tiki, Lazada, etc to
minimize shipping costs.
Coolmate has in total 10 factories in Vietnam to produce and
distribute their products.
Coolmate offers a range of transaction methods, from cash to PLACE
online payment through mobile banking and digital wallets.

PROMOTION
01. SOCIAL MEDIA
Coolmate has their own Facebook page

and groups with 298k likes and 31k
members. Coolmate also runs other
social media platforms such as
Instagram with 30k followers and a
Youtube channel. The traffic generated
by Coolmate is mostly organic and
consistent. There are monthly events to
attract new followers such as
minigames, tips, prizes for top fans, etc.
02. KOLS
03. DIVERSE PROMOTION POLICIES
Coolmate joins hands with KOLs to
further advertise their products. Some Coolclub (group of Coolmate’s loyal
KOLs that have collaborated with customers), Thank You Card (for every
Coolmate are KIENPHAM, Lạ Sneaker, customer buying Coolmate’s products on
Benjamin Trần, etc, who are influential websites and e-commerce platforms), Top
among their target audience. Fans (for users actively participating in
Coolmat’s events on Facebook, not necessarily
ones that have bought Coolmate’s products
before), flash sales, vouchers, outlets
(products with odd sizes, odd colors or no
longer in production with discounts over 30%),
one-lost-sock giveaway, etc.

EXTERNAL ENVIRONMENT
ECONOMIC
Due to the COVID-19 pandemic, people have had their income cut off
and gravitated toward online shopping. Needless to say, they certainly
now have a smaller budget for clothing and apparel compared to in
the past, leading to an ever-increasing demand for clothing items at a
relatively lower price range.

Even during the pandemic, Coolmate’s monthly growth rate has
remained stable at 20-30%, with its two operation centers in Hanoi
and Ho Chi Minh city shipping orders within 24 hours.
CULTURAL
According to a survey of Vietnamese urban millennials,
over 65% of men chose to dress in minimalist design
styles. An item can be paired in a variety of ways to suit
a variety of dress codes, allowing the wearer to save
money.

TECHNOLOGICAL
- Coolmate operates under the D2C model, without intermediaries,
gaining direct access to customers and their data as well as lowering
prices by 25% to 40%.

- Coolmate is the first company in Vietnam to create a "One Stop
Online Platform" to sell products solely to males through D2C and B2C
models. Coolmate focuses on creating an official online sales channel
and optimizing by cultivating a loyal customer base who returns to buy
products.
- Coolmate focuses on providing a complete online purchasing
experience: beautiful packaging, quick delivery, door-to-door exchange,
and so forth.
- Coolmate provides males with a comprehensive and secure online
shopping experience. Coolmate features a mobile-friendly website, a 4-
hour rapid delivery service in Hanoi and Ho Chi Minh City, and
afterwards support, in addition to the ability to buy a lot of products
(buy by combo) and save time and money. Sales are good (60 days
free return).

V.BUYING
BEHAVIOR
PROCESS

1.PROBLEM RECOGNITION
Usually, people have to go to many places to shop

for their wardrobe so Coolmate offers you all kinds
of basic clothing to shop at one place.
When buying online, new customers can have
problems choosing a size, checking the product
before buying. For customers who have bought at
Coolmate, we have recommendations based on
your favor, so it would be easier to choose, time
saving.
Customers who buy in store, they also have to
exchange in some cases. However, customers tend
to feel inconvenienced about exchange and
refunds as the terms and regulations do not allow
them to do this under some circumstances.
Coolmate has a Unique return policy: return within
60 days for any reasons, even used products.
If you are concerned about being environmentally
friendly, Coolmate replaces plastic bags with paper
box packaging.
Maslow's hierarchy of needs

Physiological needs: Buying clothes to cover
their body
Love and belonging needs:
Items that share love: Coolgift: birthday
box with wish cards
items that increase unity: CoolxPrint:
uniforms with chosen design
Self-esteem and self-actualization
Items that have your own design: CoolxPrint
Items that are easily adjusted by the interest:
Coolsub: adjust sizes, colors, patterns of
products in the box.

2.INFORMATION
RESEARCH
Personal sources:
Word of mouth from friends,
family, neighbors etc.

eg: Asking where they buy
clothes, how they evaluate each
brand
Coolmate, however, has no
specific actions to encourage
customers to share their
experience with others.
Public sources:
Internet search:
Keywords: Áo tshirt nam, thời trang
nam tối giản: No result
-> Recommendation: Create more

SEO articles in Coolmate, which can
be one of the top results when top
customers search the Internet →
Increase traffic in website - the
main selling channel of Coolmate

3.EVALUATION OF
ALTERNATIVES
Brand

Coolmate

biLuxury

Uniqlo

Criteria
Shirt, Pants,
Shirt, Pants, Shirt, Pants,
Products Underwear,

Underwear, Underwear,
Socks, Clothes
Formal wear Sportswear
set
Set of clothes for

convenience: Products varies
Special

offer
Ready-To-Use
Sell suit
in style
Boxes
Price range 150.000- 150.000-

100.000-500.000
(VND) 3.000.000 3.000.000
Free shipping for Free shipping for Free shipping for

Delivery

bills over bills over bills over
200.000VND 500.000VND 1.500.000 VND
Product description, product picture (zoom in and in full

Product detail body) sizes (S-XXL), colors, ‘add to cart’ option, quantity,
prices, rating

Overall, Coolmate’s products are cheaper and easier to choose for casual
wear.
-> Recommendation: Most of Coolmate Ready-To-Use boxes are for casual
events, Coolmate could diversify itself by adding boxes with clothes to wear to
work, or boxes following the weather.

4.
PURCHASING
DECISION
Variable payment method:

Cash on delivery,
E-wallet: MOMO, ZaloPay,
ShopeePay
ATM/Internet banking
On Coolmate’s online website,

products mostly received good
feedback. (usually 4.5/5 stars)
-> Legit, help encourage new
customers to buy
Unforeseen situations
Weather affects delivery
Discount
Internet access affects
customers’ decisions

5.POST-PURCHASE
BEHAVIOR
CRITERIA CUSTOMER BEHAVIOR
Product quality
Satisfied Dissatisfied
Delivery
Introduce the products, May not buy again
brand to people Exchange/refund
Packaging Tend to buy again the product
Positive feedback Negative feedback
Customer service

Coolmate's responses to
dissatisfied customers
For product quality related feedback: Offer to help

customers in exchanging and refunding within 24 hours
For delivery related feedback: Coolmate explains in detail for

every feedback.
Recommendation: Improve customer

service, attach brief information about
return and exchange policy to products

VI.RECOMMENDATION
Stage Touchpoint Reaction Recommendation
Coolmate’s logo is
minimal, shaping the
concept of
minimalism and ease
Brand/logo of of menswear items in
Coolmate customers’ eyes
Pay more attention to

Advertising on Coolmate has
develop SEO so that
social media collaborated with
new customers can
through KOLs KOLs who are
know the brand more
influential among
easily
Promotion their target customers
Awareness
campaigns and
Develop posts on the
discounts for newly- Customers are
website so that
launched products encouraged to share
customers can be
their buying
well-informed of the
Word of mouth experience with
brand
from loyal friends and family
customers
SEO and blog content
are not appreciated
Lack of paid ads

VI.RECOMMENDATION
Coolmate, despite not

Conduct short virtual
paying social ads,
product demo events
receives organic and
Organic social through Facebook
consistent social
media
media traffic
Create an IT styling
Reviews on assistant on website
Consideration Plenty of favorable
websites and e-
reviews
commerce Incorporate the
platforms review section into
Lack of product
the website for buyers
demos and case
on the website
studies
Self-developed
Enhance website
website:
coolmate.me
Open its offline store
when the pandemic is
E-commerce
contained
platforms: The website is user-
Purchase Shopee, Lazada, friendly and easy to
Develop its own
Tiki, etc navigate
mobile app so that
customers can
User experience
purchase and look for
support faster
Contact center

VI.RECOMMENDATION
Coolmate guarantees
Customer
responding to 100%
services through
calls services through
hotline and Giving customers
hotline
email incentives to do the
survey, such as giving
Personalized reply
Customer’s vouchers, sale codes,...
messages
satisfaction
Retention survey Sending customers
Unlimited duration of
newsletters and
calls
Customer loyalty information of new
programs products or sale
Problems would be
(discounts up to campaign
solved quickly,
10% for Coolclub
satisfied and
members)
memorably
Ratings on
Facebook fan
page and
Coolmate’s
website Offering case study
Coolmate offers
participation
programs to share
Sharing user
their experience of
Advocacy experience with Referral programs
your product by
the hashtag (apply discounts and
posting user
#coolmate vouchers)
generated content
within a month
after purchasing
Word-of-mouth

REFERENCES
1. https://www.coolmate.me/cau-chuyen-ve-coolmate?
itm_source=navbar
2. https://ictvietnam.vn/chon-mo-hinh-thuan-online-coolmate-
tang-truong-gan-4-lan-so-voi-nam-2020-
20211210143515476.htm
3. https://advertisingvietnam.com/coolmate-chien-dich-don-
song-truyen-thong-hieu-qua-hau-chuong-trinh-shark-tank-
p16782
4. https://vietcetera.com/en/a-brands-story-coolmate--a-smart-
solution-for-the-male-wardrobe
5. https://atpsoftware.vn/coolmate-su-hai-hoa-giua-cong-nghe-
va-thoi-trang.html
6. https://doanhnghiep.quocgiakhoinghiep.vn/en/doanhnghiep/2
628-2/
7. https://vietnambiz.vn/giai-ma-thanh-cong-cua-coolmate-nen-
tang-mua-sam-thoi-trang-nam-duoc-shark-binh-chot-deal-
500000-usd-nhanh-nhat-lich-su-shark-tank-
20211122081827184.htm
8. https://forbes.vn/startup-ban-do-nam-gioi-coolmate-di-len-
nho-nen-tang-can-ban/


Coolmate - Midterm - Group 7

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Coolmate - Midterm - Group 7

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GROUP 7

Hoàng Ngọc Lan - 2012150049

FOREIGN TRADE UNIVERSITY

Market Buying Behavior

SWOT and TWOS journey

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POLITICAL ECONOMIC SOCIAL

promotes a start-up Vietnam’s GDP per Vietnamese market and

culture and assists capita increased by 7.1%, fashion trends in Vietnam:

entrepreneurs to reaching nearly 2,800 Men place a higher

accelerate the USD even in times of the importance on ease and

development process. pandemic, indicating comfort than on

long-term economic trendiness, therefore they

- The government is development. choose for more basic

facilitating e-commerce - There are over 6,000 styles than women. In

enterprises by factories dedicated to addition, they prefer to

legislation protecting e- Vietnam, and the sake of convenience.

model, and throughout the country. sustainable and

technological activities. - Since the emergence environmentally friendly

of COVID-19, the supply products.

under the new disrupted. Therefore, donate 10% of the order

government law: Coolmate can facilitate value to underprivileged

charge. e-commerce channels. brand sold.

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TECHNOLOGICAL LEGAL ENVIRONMENTAL

- The ever-increasing - Vietnam allows and - Rapid economic

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CUSTOMER D2C PRODUCT-

Coolmate enhances Operating through its self- At Coolmate, every

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access to the latest materials around the world and

receive direct input from industry experts. Approved

materials will then undergo meticulous testing before

going into production.

Coolmate has 5 main product suppliers including:

The dependence on a small number of suppliers

presents potential risks for the business. While getting

more control over product management, Coolmate

can face the risk of disrupting supply chain if

internal conflicts or unfavorable conditions (Covid-19

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Marketing Intermediaries are

With Coolmate, there are three

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Coolmate’s website provides a modern and eye-catching

According to the CEO of Coolmate, in 2021, the total traffic of

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Tho, Da Nang, Hai Phong, Nha Trang)

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video games, playing sports

evening, before bed)

want good quality

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