UNIVERSITY OF ECONOMICS & BUSINESS - VNU

FINANCE AND BANKING

Principles of Marketing
Final exam
You are working for the chosen company as a marketing manager and are
responsible for building a Marketing Plan for your chosen Marketing Context.
Your Marketing Plan MUST be tailored for the Marketing Context and your
chosen brand and product in Vietnam.

Lecturer: Ph.D. Đào Cẩm Thủy

Msc. RSR. Lê Thanh Hương
Completed by: Nguyễn Thu Huyền
Student ID: 22050453
Class ID: BSA2022-E*5

Ha Noi, January 2024

TABLE OF CONTENT

Table of content............................................................................................................................... 1
I. Introduction.................................................................................................................................. 2
1. Company description............................................................................................................... 2
2. Product description.................................................................................................................. 2
II. SWOT analysis............................................................................................................................. 3
1. Micro-environment.................................................................................................................. 3
1.1. The company............................................................................................................................ 3
1.2. Competitors.............................................................................................................................. 3
2. Macro-environment................................................................................................................. 3
2.1. Economic.................................................................................................................................. 3
2.2. Technology............................................................................................................................... 4
3. SO strategy............................................................................................................................... 4
III. Target Customer.......................................................................................................................... 5
IV. Differentiation and Positioning................................................................................................... 6
1. Differentiation..........................................................................................................................6
2. Positioning............................................................................................................................... 6
V. Current Marketing Mix performance............................................................................................ 7
1. Product.................................................................................................................................... 7
1.1. Three levels of product............................................................................................................ 7
1.2. Product life cycle...................................................................................................................... 7
1.3. Brand development strategy.................................................................................................... 8
2. Promotion................................................................................................................................ 8
2.1. Advertising............................................................................................................................... 8
2.2. Public relations......................................................................................................................... 8
2.3. Sales......................................................................................................................................... 8
2.4. Direct marketing....................................................................................................................... 8
VI. Marketing Recommendations (2Ps)............................................................................................. 9
1. Product.....................................................................................................................................9
2. Promotion.............................................................................................................................. 10
VII. References............................................................................................................................... 11

1
I. INTRODUCTION

1. Company description
Ananas, inspired by pineapple (Ananas in English means “pineapple”), is a Vietnamese footwear brand
that specializes in providing shoes 100% originating from Vietnam. This company has appeared since
the 2010s, under Hazza Joint Stock Company. Having Progone through countless difficulties, Ananas
determined to reborn the brand in 2017, then it has gradually attract customers.

Ananas’ logo is a stylized ananas

2. Product description
Vulcanized shoes have been chosen to be the main products in Ananas’ journey. This kind of shoes has
a minimalist and classic design with the basic sneakers manufacturing technology. As a result,
Vulcanized shoe models such as Basas Bumper Gum - Slip on are highly sought after by young people
every time they are restocked.

The products from Anasas

2
II. SWOT ANALYSIS

1. Micro-environment
1.1. The company
The brand inherited vulcanized shoe manufacturing technology for over 20 years, and they have
cooperated with many famous shoe manufacturers in the world (Reebok, Puma, etc.). Therefore,
Ananas always ensure the quality of each product.
→ Ananas has supplied highly applicable sneakers.
1.2. Competitors
Famous and long-standing shoe brands such as Bitis (1982), Nike (1964), etc. have a large number of
loyal customers. They have diverse designs; the price for a product matches the quality and durability.
→ It would be a challenge for Ananas.
→ Ananas is a young brand in the footwear market.

New collection of Bitis for 40th anniversary

2. Macro-environment
2.1. Economic
Vietnam’s economy tended towards recovery in 2023, so the general income level of the people has
also increased. Besides, CPI (Consumer Price Index) in 2023 was lower than CPI in 2022 (as shown
below), consumers would pay attention to goods which have reasonable prices for their demands.
→ Ananas’ product is suitable (especially on special occasions).

Source: Vietnam+

3
II. SWOT ANALYSIS

2.2. Technology
Emerging technologies (industrial
robots, artificial intelligence) are
advancing at a rapid pace, product
life tends to be shorter. It requires
businesses like Ananas to
constantly absorb technologies,
applying them to products then
increase customer awareness and
perception.
→ The ability to adapt to this
environment is necessary.
→ Ananas should take
advantages (price and digital
technology) to promote products.

Fanpage of Ananas on Facebook (989K followers)

3. SO strategy
2.2. Economic

Table 1. Strengths and opportunities of Ananas

→ SO strategy: Based on experience of manufacturing shoes in the past, Ananas can apply the new
technologies to research for a better product that satisfies customers’ demand. As the development of
the Internet, consumers’ need for online shopping is increasing, Ananas can adapt the change and
boost marketing campaigns on occasions like Tet holiday to achieve customers.

A corner in Ananas’ factory

4
III. TARGET CUSTOMER

Segment
Young adults
Demographic
Age: 18 - 29
Gender: all
Occupation: students, officers/professionals
Income: 3.000.000 - 7.000.000 VND
Geographic:
Ho Chi Minh City, Ha Noi
Psychological:
Habit/interest/lifestyle:
- Minimalist lifestyle
- Simple but trendy fashion
- Experience new things
- Express themselves
- Social networks
- Influenced by KOLs
Social class: all
Behavioural:
Occasions: satisfying clothing demand and follow the trend
Benefit sought: diverse products, experience easily with an appropriate price
Loyalty status: neutral
Usage rate: medium to high

Life of the young today

5
IV. DIFFERENTIATION AND POSITIONING

1. Differentiation
Product feature
Since Ananas possess up to 20 years of experience of manufacturing shoes, the quality of shoes is very
good, creating a comfortable feeling.
The strength also focuses on color. There are dozens of different colors from monochrome to ombre
with unique color combinations.
The company’s shoe styles are designed according to Vietnamese foot shape, so they are suitable for
most consumers. In addition, the appearance is taken care of, so they are easy to coordinate.

Samples of products of Ananas (Source: Giffan)

Service
Customer service of Ananas is highly appreciated. When you place an order, you will receive a
confirmation call, an email notification with a link and order tracking code. Moreover, the staff interact
with customers professionally and quickly.

2. Positioning

Ananas’ positioning map Bitis’ shoes

Ananas is a local sneaker brand that shows the young character by uniquely designed shoes at
affordable prices (400.000 - 600.000 VND) for people who are on the path of self-discovery and self-
confidence.
The design of Bitis is suitable for wider segmentation, while Ananas’ design is more customized for
young people aged 18 to 29. Meanwhile, with the same specifications of customers, Nike’s products
are expensive since the brand identity is better (over 2.000.000 VND).

6
V. CURRENT MARKETING MIX PERFORMANCE

1. Product
1.1. Three levels of product
Core product
People use vulcanized shoes for the high applicability, movement and self-expression.
Actual product
Branding: A local brand in Vietnam with over 20 years of experience from a shoe manufacturer
that has cooperated with many world-famous brands.
Quality and feature
- Material: Shoe soles made from natural rubber are biodegradable and highly durable. The shoe
fabric is made from canvas.
- Diverse products with high quality: directly involved in the production process, with many manual
steps meticulously completed.

Vulcanized shoe’s structure

Design and packaging:
- Ananas shoes are unique, minimalist and classic.
- They will use an environmentally friendly paper box to send shoes. Paper boxes are accompanied
by a message card from the brand to each individual to create personalization and improve
relationships with customers.
Augmented product
Ananas offers a 30-day return policy, and a one-year warranty on all products.
1.2. Product life cycle
Ananas is in a growth phase which
potentially increases in sales for the
following years but it has not yet
reached maturity. The brand can
increase profit and attract more
consumers, especially young adults,
with a reasonable promotion plan.

7
V. CURRENT MARKETING MIX PERFORMANCE

1.3. Brand development strategy

The brands are determined to keep their core so the market will be more stable. Currently, Ananas is
continuously expanding and diversifying its product portfolio. In addition to shoes, the brand also
develops other product lines such as shirts, hats, and backpacks.
2. Promotion
Ananas promotes products through means of communication (social media) and offline activities.
2.1. Advertising
They have invested on website advertisements so that information can reach people who care about
the products. Ananas also celebrate selling shoes in special places such as coffee.

Sold products at Circle Coffee Sponsored music festival

2.2. Public relations
In recent years, Ananas has strongly developed values brand through sponsorship of high school, rap
music festivals and new year countdown event. Famous people had the responsibility of promoting
brands during those special events.
2.3. Sales
The brand provides discounts and vouchers via e-commerce platforms and their website to raise
awareness about products and attract customer attention:
Discount directly on the website
Launch discount codes from 10% - 30% when purchasing products
Free shipping

Discount information on Ananas’ website

2.4. Direct marketing

Ananas uses social media (Facebook, Instagram, Tiktok) to promote its brand identity and product
reaching the young.

8
VI. MARKETING RECOMMENDATIONS (2Ps)

Launching a new product for Tet 2024

1. Product
Product concept: “Back to ourselves” Collection
Production line: Target customers are young people in Ha Noi, Ho Chi Minh city. Since Vintas manage
to embrace the antique looks yet maintain the youthful spirit of Ananas, Vintas line is the most
potential line to be promoted to reach targets.
Color: brown, white and red. Vintage palette reminds us of the past and comfortable feelings.

Sample of new product

Story behind: After many days, people have to face countless problems like work, food, clothing, etc.
to catch the changes of life. Perhaps Tet holiday is the occasion they look forward to the most, when
they can have time to come back home. It’s time that they can enjoy the joy of reuniting with family
and spending time for themselves. Ananas will launch a new collection titled “Back to ourselves”, the
color palette coupled with the title will remind Gen Z about who they really are after all.
Packaging for the new Collection: paper box which is environmentally friendly in red and white.

Ananas’ packaging for new collection

9
VI. MARKETING RECOMMENDATIONS (2Ps)

2. Promotion
In first 3 weeks
TVC - collaborated with KOL Khanh Vy (a famous MC, 24 years old).
Content: feelings in Tet holiday when she comes back home.
Mood and tone: delightful, inspiring.
Duration: 1-2 minutes.
On TV, youtube ads, fanpage.
→ Raising awareness of customers about the arrival of new products.
In next 3 weeks
Minigame: Memories in Tet 2024
Content: Customers post photos about themselves and their families during Tet holiday with the
companion of Ananas’ shoes.
Contestants with the most post engagement will receive gifts from Ananas.
KOL: Hieuthuhai (on top fashion trend).
On social media.
→ Encourage customers to express themselves with brand sponsorship.
In last 3 weeks
“For You” sales day
Release new products.
Discount for product (buy 2 get 30% OFF).
KOL: Khanh Vy, Hieuthuhai.
On social media and physical stores.
→ Motivate customers to buy products.

Influencers in Gen Z today

10
VII. REFERENCES

1. Ngọc Lên, Yến Nhi, Thu Quỳnh, Hải Trà, Thanh Tuyền, Nhật Vy. (2023). Phân tích giày thể thao
Ananas và đề xuất chiến dịch IMC cho sản phẩm mới. [Thesis, Ho Chi Minh Open University].
Studocu https://www.studocu.com/vn/document/truong-dai-hoc-mo-thanh-pho-ho-chi-
minh/intergrated-marketing-comunication/bai-tieu-luan-ananas/64370700/download/bai-tieu-
luan-ananas.pdf
2. Khánh Hưng, Đức Hoàng, Thu Hiền, Ngọc Như, Bảo Thy. (2022). Product management Ananas.
[Thesis, UEB-VNU]. Studocu https://www.studocu.com/vn/document/truong-dai-hoc-kinh-te-dai-
hoc-quoc-gia-ha-noi/chien-luoc-marketing/product-management-mgt1103e-a02e-group-1-vintas-
jazico-l-ananas/74421070/download/product-management-mgt1103e-a02e-group-1-vintas-jazico-
l-ananas.pdf
3. Ngọc Anh. (2021). Tiết lộ về Ananas - Thương hiệu giày Viêt truyền cảm hứng cho giới trẻ. Giffan
Business Households. Retrieved 18 August 2021, from https://giffan.vn/blogs/thuong-hieu-
ananas/tiet-lo-ve-ananas-thuong-hieu-giay-viet#th-hai-thay-v-t-t-o-cho-m-nh-p-l-c-khi-ch-y-theo-
xu-h-ng-li-n-t-c-ananas-t-p-trung-ph-t-tri-n-t-t-h-n-m-ng-gi-y-m-nh-ang-theo-u-i-t-o-s-n-nh-cho-th-
tr-ng
4. Tìm hiểu và phân tích chiến lược Marketing của Ananas. (2022). Navee JSC. Retrieved 15
November 2022, from https://www.navee.asia/kb/chien-luoc-marketing-cua-ananas/
5. Phân tích chi tiết chiến lược Marketing của Ananas - Thương hiệu giày nội địa nổi tiếng tại Việt
Nam. (2021). Misa JSC. Retrieved 19 November 2021, from https://amis.misa.vn/30363/chien-
luoc-marketing-cua-ananas/
6. Vietnam’s economic performance in 2023. (2024). Vietnamplus. Retrieved 21 January 2024, from
https://en.vietnamplus.vn/vietnams-economic-performance-in-2023/275953.vnp

11