TABLE OF CONTENTS

I.Introduction......................................................................................................................................................
1.1. Brief introduction.........................................................................................................................................
1.1.1. Brand Introduction..........................................................................................................................
1.1.2. Brand performance:.........................................................................................................................
1.1.3. Brand positioning............................................................................................................................
1.1.4. Brand image....................................................................................................................................
1.2. Teelab's target consumers (Target market).............................................................................................
1.2.1. Target consumers............................................................................................................................
1.2.2. Customer Persona...........................................................................................................................
II. The internal influences on the behavior of Teelab’s target consumers....................................................
● Personal factors..........................................................................................................................................
● Psychological factors.................................................................................................................................
III. The external influences on the behavior of Teelab’s target consumers................................................
● Culture........................................................................................................................................................
● Social factors..............................................................................................................................................
IV. These internal and external factors shape the behavior and impact the decision-
making process of theses consumers.................................................................................................................
4.1. Step1: Problem recognition.................................................................................................................
4.2. Step 2: Information search..................................................................................................................
4.3. Step 3: Evaluate alternatives...............................................................................................................
4.4. Step 4: Purchase decision....................................................................................................................
4.5. Step 5: Post purchases.........................................................................................................................
V. 4ps of Teelab..................................................................................................................................................
5.1. Product....................................................................................................................................................
5.2. Price.........................................................................................................................................................
5.3. Place.........................................................................................................................................................
5.4. Promotion..............................................................................................................................................
VI. Recommendations for the 4Ps in Teelab's marketing mix.......................................................................
6.1. Product Recommendation.....................................................................................................................
6.2. Price Recommendation..........................................................................................................................
6.3. Place Recommendation..........................................................................................................................
6.4. Promotion Recommendation................................................................................................................
VII. Reference

2
I. Introduction
1.1. Brief introduction
1.1.1. Brand Introduction.
Teelab was born in June 2020, with the desire to serve as a "fashion statement" for
stylish young people and a place where you can be yourself, freely express your
interest and unique in each individual. At Teelab, everything is not simply a fashion
brand, but it brings messages, positive thoughts, and quality stories embedded in each
product.

Founder: Nguyen Tien Hung

(1996) - CEO of TeeLab,
former student of Banking
and Finance at Foreign Trade
University, head of sales of a
real estate company in Hanoi,
currently founder of Teelab.

“Teelab's spirit is best

expressed through the
Brand's story and unique
products. Teelab's young
CEO - Mr. Nguyen Tien
Hung hopes that Teelab will
be able to serve as a "fashion
statement" 1

1.1.2. Brand performance:

TeeLab, the fashion brand of Nguyen Tien Hung (1996), achieved growth of 200-
300%, expanding the number of loyal customers and brand coverage thanks to
focusing on business on Lazada.2
Emphasizing dynamism and personality, Teelab's products are designed with the most
convenient style. It is not difficult to understand why Teelab is highly appreciated by
many young people. Teelab's 5 stores are always crowded with people, 1.6 million
followers on the e-commerce platform Shopee are the clearest proof of the appeal of
this street fashion brand.

1 P.V (2021), Teelab – Thời Trang Của Bạn Trẻ Phong Cách. Báo điện tử Tiền Phong. available at
https://tienphong.vn/teelab-thoi-trang-cua-ban-tre-phong-cach-post1317923.tpo
2 vnexpress.net (2023), Thương Hiệu Thời Trang Giới Trẻ Tăng Trưởng Hơn 200% Nhờ
“Lên Sàn.” available at https://vnexpress.net/thuong-hieu-thoi-trang-gioi-tre-tang-truong-hon-
200-nho-len-san-4558893.html#:~:text=TeeLab%2C%20th%C6%B0%C6%A1ng%20hi
%E1%BB%87u%20th%E1%BB%9Di%20trang,trung%20kinh%20doanh%20tr%C3%AAn
%20Lazada.

3
 1.1.3. Brand positioning

Aiming for a professional operating model with the mind of a garment designer
stemming from love and passion for beauty, Teelab built for itself a model of service
and after-sale support. Extremely professional, dedicated and thorough. Thanks to
that, Teelab is gradually creating a strong foothold for itself in the Vietnamese fashion
market

1.1.4. Brand image

When mentioning Teelab, we think of a symbol of a youthful, dynamic but also very
sophisticated lifestyle. TeeLab always takes customers as the center, creating by
innovating products with diverse designs, good materials, reasonable prices, and good
after-sales service. As a brand for young people, Teelab is proof that passion,
creativity and the right business strategy will create success. Those are also messages
associated with each of TeeLab's unique designs.Starting with products with local
imprints such as Hanoi Tra Da Via He t-shirts, Saigon Hip Hop..., Teelab quickly
made a splash in the streetwear world because of its unique design and
meticulousness.

The Teelab logo printed with a four-leaf flower symbolizes the 4 criteria that the
company aims for: material, style, simplicity and street.

1.2. Teelab's target consumers (Target market)

1.2.1. Target consumers.
Teelab targets fashion-loving customers who desire comfortable, dynamic products
with a strong, individual Street Style. Especially young people aged 16-25 - people
with great purchasing power but not financial abundance.

4
 They can be students, office workers, even young artists with an income of 5,000,000
VND or more or have the ability to pay from 150-500 VND

1.2.2. Customer Persona

II. The internal influences on the behavior of Teelab’s target consumers.

● Personal factors
○ Age: Each age group has different purchasing habits and needs. People
change the goods and services they purchase through the stages of their lives.
When they are children, they eat baby food and eat most types of products
when they grow up and mature and eat dietary foods when they are old and
weak. Their interests in fashion and entertainment also change. Marketers

5
 often select customer groups according to their life cycle and life
circumstances as their target market.

○ Occupation: Each occupation also has different shopping needs to suit the
profession. A person's occupation also affects their shopping and
consumption of goods. A worker will buy clothes, shoes, to serve their work...
But marketers need to identify occupational groups that are most interested
in their products and services.

○ Lifestyle: Even if people are in the same social class, age or culture, there
will be people with different lifestyles, leading to different shopping needs.
A person's lifestyle is his or her self-expression expressed in his or her
activities, interests, and perspectives in life. Even though consumers belong
to the same particular cultural group or social class and even have the same
occupation, they may also have differences in lifestyle.

○ Economic circumstances: A person's economic circumstances will greatly

influence that person's product choice. A person's economic situation
includes consumption income, savings and assets, including borrowing
capacity and attitudes toward spending and saving. In addition, especially for
product groups that are sensitive to income, marketers need to regularly pay
attention to changing trends in personal income, savings and interest rates.

● Psychological factors

○ Motivation: A person can have many needs at any time in their life. Some
needs are instinctive in nature, they arise from physiological states of stress
in the body such as hunger, thirst, fatigue, etc. Others are psychological in
origin, they arise from stressful states of the body. Psychological stress such
as the need for recognition, admiration or respect. Every need becomes a
motive only when it is increased to a sufficiently strong level.

A motive or drive is a need that is pressing enough for the person to seek to
satisfy that need, and need satisfaction is a reduction in tension.
Psychologists have developed many theories about human motivation,
typically A. Ma Slow's theory of motivation and F. Herzberg's theory of
motivation.

○ Perception: According to B. Berelon and G. Steiner, perception can be

defined as “The process by which an individual selects, organizes, and
interprets incoming information to create a meaningful picture.” meaning of
the world".
Perception not only depends on a person's personal characteristics and the
impact of influencing factors, but also depends on the correlation between

6
 that factor and the surrounding environment and the person's personal
characteristics.

○ Knowledge: Knowledge theorists believe that a person's knowledge comes

from the interaction of impulses, stimuli, cueing situations, responses, and
reinforcement. An urge is an internal stimulus that motivates action. A
consumer may have an urge to be proactive about transportation; his urge
becomes a motive when it is directed at a specific stimulus that can relieve
the urge. in this case a motorbike or a car.

○ Beliefs and opinions: Beliefs are positive meanings that people have about
certain things. Beliefs can be based on knowledge or public opinion or trust
and can be influenced or influenced. Not influenced by emotional factors.3

III. The external influences on the behavior of Teelab’s target consumers..

● Culture

○ Culture: Is the most basic factor that determines the wishes and behavior of
shoppers. For example, when Vietnamese people buy products, they are
always influenced by cultural factors of national identity that affect the value
of choice. Marketers need to pay attention to these factors when designing
marketing strategies or advertising messages, product colors and designs, or
sales staff attitudes.

○ Specific culture: Each culture contains small groups or specific cultures,

which create unique characteristics and levels of social integration for those
members. Specific cultural groups include ethnic groups, races, religions,
beliefs, and geographical regions.

○ Social class: Social classes are relatively homogeneous and durable strata in
a society, arranged in a hierarchical order and members of those hierarchies
all share the same values, similar interests and behavior.

○ Social class is not based on a single factor such as income, but a combination
of occupation, income, education, wealth and other factors. Marketers need
to pay attention to studying social class because people belonging to a social
class often tend to exhibit relatively similar behavior, including shopping
behavior.

3 Tcct (2021), Các Yếu Tố Ảnh Hưởng Đến Hành vi Của Người Tiêu Dùng. Tạp chí Công
Thương. available at https://tapchicongthuong.vn/bai-viet/cac-yeu-to-anh-huong-den-hanh-vi-
cua-nguoi-tieu-dung-81246.htm?
fbclid=IwAR39RQxsBcJpdAiH2_oP0xSfswLJq6IDLcQesyhlc3xFC1NQHSkx0OcMEjo

7
 ● Social factors
A consumer's behavior is also influenced by social factors such as family, social role
and status, and reference groups.

○ Family: From parents, someone receives direction on politics, economics,

and the meaning of personal desires, love, and virtue. Even for buyers who
no longer have much of a relationship with their parents, their influence on
buyer behavior can still be significant. In families where parents continue to
live with their adult children, their influence is somewhat more decisive.
In the case of expensive products and services, husband and wife often
discuss together to make a joint decision. Marketers need to determine which
member usually has greater influence on purchasing different products and
services.

○ Geographic roles: Each role is associated with a status that reflects the
general respect of society appropriate to that role. Therefore, buyers often
choose products that reflect their role and status in society. Marketers need
to be aware of the ability of products and brands to express social status.
However, statuses vary not only according to social classes, but also
according to geographical regions4

IV. These internal and external factors shape the behavior and impact the decision-
making process of theses consumers
4.1. Step1: Problem recognition
This is the first and most important step, which occurs when a customer recognizes a need or
desire for a particular product or service. This need can be influenced by various factors:

4.1.1. Internal factors:

● Motivation: Consumer motivation stems from their needs, desires, and goals,
such as purchasing Teelab products for gift-giving, wear, show-off, and
personal expression

According to research that the group conducted with a total of 65 people: up to

50% choose to buy only when they have a desire or need, also known as
motivation. This shows that need is a prerequisite in the purchasing process

4 Tcct (2021), Các Yếu Tố Ảnh Hưởng Đến Hành vi Của Người Tiêu Dùng. Tạp chí Công
Thương. available at https://tapchicongthuong.vn/bai-viet/cac-yeu-to-anh-huong-den-hanh-vi-
cua-nguoi-tieu-dung-81246.htm?
fbclid=IwAR39RQxsBcJpdAiH2_oP0xSfswLJq6IDLcQesyhlc3xFC1NQHSkx0OcMEjo

8
4.1.2. External factors:

● Culture: The fashion industry is seeing a growing interest in Vietnamese

domestic products, particularly among young consumers. Teelab T-shirts offer
diverse and rich designs that showcase modern fashion trends, showcasing the
unique, youthful style of Vietnamese local brands.

According to research that the group conducted on 66 individuals, up to 78.8%

of customers are young people who want to buy clothes, they are students,
they buy clothes according to modern trends accounting for 63.3%. %.It can
be said that trends have a great impact on shoppers' search behavior for new
products.
● Marketing and Advertising: Teelab Runs Regular Advertisements, including
product positioning, branding and promotional activities, which can shape
consumer behavior. Effective marketing campaigns can create awareness,
generate interest and influence purchasing decisions.

9
4.2. Step 2: Information search
Stage 2 is when consumers search for information about a product or service to help them
make the best decision. So how do customers search for information?

4.2.1. Internal factors:

● Learning and Memory: This is when consumers try to search their memory
to see if they recall past experiences with a product or service. Bad
experiences and lack of satisfaction can destroy repeat purchases.

Customers may have knowledge about Teelab's products or previous positive

experiences with the brand that help them create trust and influence purchases.

4.2.2. External factors:

● Social media: Many companies use social media to empower consumers to

find information.
For example, Teelab uses Google, Facebook, Instagram, Tiktok to
communicate information and deepen relationships with customers.

According to a survey of information search behavior after customers have

recognized their needs, 65.2% of them tend to search for information on social
networking sites such as Facebook and Instagram rather than other
information sources. Therefore, investing in social networking sites is an
effective marketing strategy because it affects the customer's purchasing
process. Customers' trust and choice of products also depends on interactions
on social networking sites.

● Customer reviews: Customers will often refer to comments, ratings on a

company's website or watch YouTube videos for more information about the
product. The information on these websites greatly affects their decision

10
 whether to trust this brand.

● Word of mouth: Customer information flow is mainly done through word of

mouth from friends, family, and colleagues. Many purchasing decisions come
from recommendations from people who have used a particular product. If
your parents or friends tell you about a positive experience they had with a
Teelab t-shirt, their opinion probably carries a lot of weight.

● Influencer marketing: A celebrity endorsement of a product leaves an

impression in the consumer's mind that the product is authentic, useful, and
creates confidence that the product is of the highest quality. For example,
customers may be watching a celebrity review video about a Teelab T-shirt,
this helps customers have clearer information about the product, creating trust
for customers to decide to purchase.

4.3. Step 3: Evaluate alternatives

This stage is when a customer is comparing options to make the best choice

4.3.1. Internal factors:

● Personality and Lifestyle: Consumers' personality traits and lifestyle choices

significantly influence their purchasing behavior, such as customers
comparing their favorite local brands. They may choose Teelab's T-shirt
product because they know they want a T-shirt that is black and white but still
shows a youthful, dynamic street style that complements the rest of their
wardrobe.

4.3.2. External factors:

● Price: Customers can compare prices between the products they are targeting
from different brands. Customers can choose Teelab's t-shirt products because
they have reasonable prices. Teelab is the brand with the best products in the
price segment, suitable for young customers.

● Features: Buyers evaluate the product's features and uses before making a
purchase. They evaluate the extent to which the product meets their specific
needs, solves a problem, or improves their lifestyle. Customers are comparing
t-shirt products they are aiming for. They may choose Teelab's T-shirt product
because they both want to spend less money and also want to find a jacket
made from sustainable materials.

● Brand reputations: A brand's reputation can significantly impact a

customer's decision to purchase a product or choose one brand over another. A
brand with a positive reputation can increase customer loyalty and increase
sales. For example, customers are more likely to choose the Teelab brand
because it has a positive reputation for providing high-quality products and

11
 excellent customer service.

● Packaging: The use of beautiful and elegant packaging can effectively

impress and attract customers during the product selection process.

● Promotions: Teelab effectively attracts customers with attractive advertising,

promotional discounts, and affordable prices, allowing them to compete with
other brands.

● Availability: Availability of a product or service can also affect the

purchasing decision, consumers may choose Teelab's product because it is
available, with the most optimal shipping time.
According to the survey, for customers to choose or prefer one brand over

another, they depend on quality, accounting for 60%. Therefore, today, young
people care more about whether the quality is good or not than other factors
when deciding to choose that brand.

4.4. Step 4: Purchase decision

When customers have received all the necessary information, they will choose your brand
over other brands.

4.4.1. Internal factors:

● Shopping experience: Customer experience is an important factor in both the

purchasing decision as well as the likelihood of repurchase. This may involve
purchasing online, visiting a store to make a purchase, or contacting a sales
representative.

A positive customer experience can be influenced by the variety of

merchandise, interactions with staff, atmosphere or emotions evoked while in

12
 the store, which in turn influence purchasing decisions. product and
repurchase intention.

4.4.2. External factors:

● Attitudes of people around (friends, family, other customers,...): Before

deciding to purchase, consumers tend to seek opinions from people around
them about that product. . For example, consumers can consult friends about
Teelab t-shirts before they decide to purchase. If their friends have positive
feedback, or the ratio of positive feedback is higher than negative, users are
often more certain in their buying action.

● Promotion: This decision can also be influenced by promotions. For example,

customers who choose to buy Teelab t-shirts instead of other t-shirts may be
influenced by Teelab promotions such as special discounts, bargain deals from
only 99k,...

● Payment Process: Payment process with convenient, easy-to-use payment

methods can create a positive impression during the customer's shopping
decision process, especially in today's online shopping environment. more
popular. Suppose customers can decide to buy Teelab t-shirts because the
payment methods in the online store as well as the physical store are easy to
understand, convenient and safe for them. This helps them have a positive
buying experience and make a purchasing decision.

● Delivery and return policy: fast, free delivery, return and refund support will
be what consumers always want when buying a certain product. Let's say a
customer decides to buy a Teelab product because of its flexibility in shipping
options and return policy.

● Unexpected situations: Unforeseen factors can affect the user's purchasing

decision such as finance, psychology, time, etc. Users are aware of the risks
they may encounter when making a purchase, causing them to pause or cancel
their purchase intention.

4.5. Step 5: Post purchases

The final stage of the consumer decision-making process involves the consumer's reaction
after making a purchase

4.5.1. Internal factors:

● Expectations: Customers will compare the product with their previous

expectations and will be satisfied or dissatisfied.

● Satisfaction: Satisfaction leads to loyalty and positive reviews while

dissatisfaction can lead to product returns or negative reviews.

13
 4.5.2. External factors:

● Strategy and campaigns: loyalty programs, customer surveys, follow-up

emails with discount codes for new products, and effective retargeting
campaigns focusing specifically on past customers. Teelab compiles a list of
potential customers to establish relationships and offer products (ask for
personal information and interests)

V. 4PS OF TEELAB
5.1. Product
● Teelab's products are aimed at comfort, dynamism and youthfulness. Teelab's t-shirt
models always have bright colors, either personality or eye-catching. A big innovation
of Teelab is the combination of classic and modern, Eastern and Western fashion.
Teelab always focuses on how the world fashion industry operates to stay ahead of
trends and bring fashionistas the most "trendy" and highest quality items.

● Outstanding design that does not match any local brand is the difference here, quality
is always top priority with 100% 2-way cotton elastic. To bring a spacious and airy
feeling, suitable for the weather in Vietnam. Elaboration in choosing materials,
sophistication in every needle and thread. Every step is meticulously completed from
A - Z, meeting three criteria: "beautiful, unique, quality".

● Teelab pays special attention to product and service quality. Through every shopping
experience, customers can feel the care in packaging, the meticulousness in each seam
and the enthusiastic care of the staff. Through that, Teelab helps customers build a
trendy style that is unique, novel but still simple, suitable for many different
situations.

5.2. Price
5.2.1. Pricing method:

● TEELAB enterprise calculates the total cost (including fabric, processing,

labor,...) to make a Teelab t-shirt product as 110,000 VND. Based on the
current competitive situation of the market, TEELAB sets a profit margin of
60,000. Then list the price of the TEELAB t-shirt product at 169,000 VND.

● According to Teelab's survey on the target group that Teelab is targeting,

young people, they are willing to pay from 150,000 VND to 500,000 VND for
a T-shirt product from Local brands. Therefore, Teelab's t-shirt prices
fluctuate within a specific range of 160,000 VND to 179,000 VND for 1
product.
● TEELAB's target market is fashion products and TEELAB's target customers
are young people. Determine that and research other local brands such as
Levent, Sadboiz,...

14
 ● The price of a Teelab t-shirt product is relatively reasonable, ranging from
159,000 VND to 179,000 VND, suitable for target customers who are young
people - an audience with large purchasing power but not too much finance.

5.2.2. Pricing strategy:

● The fashion market is one of the most crowded markets today. Famous brands
such as Grimm DC, ClownZ,... have had certain positions in the world. But as
a fashion company, when Teelab decided to launch its first products in June
2020, they chose market-skimming pricing as the best move for the business.
Up to now, the business has used the following pricing strategy:

● Product line: TEELAB has the same price for the following T-shirt models:
TEELAB x TGOD T-shirt: price 169,000 VND
Local Brand Unisex Teelab T-shirt: price 159,000 VND

● Pricing by package: When buying a Teelab premium basic tee TS063 + Teelab
Special Collection Tote Bag, the price is 244,000 VND instead of 260,000
VND and there are many other packages when purchasing on shopee.

5.3. Place.

15
With careful investment in quality, design, affordable prices as well as a reasonable
marketing program in just 6 months, Teelab has 5 stores in Hanoi and stores in Thai Nguyen
and Vinh. Phuc, Thai Binh and Hai Duong. It was a whole team's hard work and tireless
efforts.

● Some information about Teelab store:

5.4. Promotion
The brand has regularly applied promotions such as discounts, gifts, free shipping, to attract
customers to Teelab products:

● Online promotions: ”What's

HOT on Mid-month SALE
15.03??? 50% OFF on all
products. More than 1000
VOUCHERS up to 100K”

● Direct promotion program:

Program "Festival at the same
price 69k" applies only at store
235 Quang Trung, Thai Nguyen.
At facility 161 Hai Ba Trung,
Thai Binh City, Teelab offers 300
gifts to new customers.
The program "Celebrate the new
school year, hunt for great sales,
up to 70% discount" applies to all
Teelab items at 06 Me Linh
facility, Vinh Yen City, Vinh Phuc.

16
● Social networks: Teelab has made good use of social networking platforms such as
Facebook, Instagram, TikTok... to advertise its products (The company's Facebook
platform achieved 210k followers, Instagram reached 112k followers, Tik Tok
reached 196,400 followers and 146,600 likes). On these social networking sites,
Teelab posts articles, images, videos about new products, promotions, information
related to its brand and events to help customers better understand the product. In
addition, the brand also uses paid advertising on social networks to increase the reach
of its articles.

● Influencer marketing: Teelab has cooperated with a number of Influencers

(Tiktoker: Quynh Alee, Duc Cuong, Minh Hieu daily...) in the fashion field to
promote its products. The videos have up to 400k views and 4000 likes, and there are
many positive reactions in the comments section of the videos. On the Tik Tok
platform, Teelab t-shirt sales have reached 15.5k with a rating of 4.7/5.

● Direct marketing: Currently, Teelab only markets directly through social networks:
Teelab has many social media to connect with customers and its community such as:
Facebook, Instagram, Tik Tok, LinkedIn. Teelab sends customers discount codes and
notices about promotions to customers via messages on e-commerce platforms after
customers make a purchase.

● Personal selling: Teelab has applied a number of personal selling tools to enhance
connection and direct interaction with customers, including:

○ Online chat: Brands use

online chat tools to assist
customers in choosing
products, answering
questions and placing orders.
On the Shopee platform,
Teelab's chat response rate is
99% (within a few hours)

○ Direct consultation: At
Teelab's 5 physical stores, the
store staff always warmly
welcome and advise
customers on the most
complete product
information, helping them
find the right product. best suited to your needs.

○ Customer care Teelab has a good customer care and good return policy such
as "Apply 1 exchange per order for online orders and in-store orders", "free

17
 exchange". Goods for customers buying at Teelab in case of errors from the
manufacturer, wrong delivery, or damage during transportation." At the same
time, when there are low reviews, the company will respond to unsatisfactory
customer experiences.

○ Public relations: Teelab cooperates with electronic and online newspapers,

providing information for the newspapers to write media articles for the brand,
bringing credibility to customers, thereby influencing their purchasing
decisions. Surname

VI. Recommendations for the 4Ps in Teelab's marketing mix.

6.1. Product Recommendation

● TEELAB will create a new collection with diverse and rich beachwear models,
including T-shirts, shirts, shorts and beach dresses.
● The product will be designed with high-quality, light, breathable and water-resistant
materials to ensure comfort when outdoors.
● TEELAB will create new unique designs but still retain TEELAB's fashion style
characteristics, combined with bright colors and outstanding patterns, reflecting the
stylish and diverse beach fashion style.
● Example:

● Reason:
○ The State promotes and creates conditions for the tourism industry to

develop more after a series of years of epidemics. → create business

conditions for tourist areas nationwide → attract more tourists

18
 ○ Searches for summer travel products increase sharply over a 1-year cycle →

demand for summer travel products, including travel fashion, increases

sharply again.
○ Currently, there are not many famous brands for young people (genZ) that
have not been successful with their travel fashion collections.

● Evidence: Circular No. 44/2023/TT-BTC dated June 29, 2023. At the same time, in
2023, travel businesses will continue to reduce deposits by 80% according to Decree
No. 94/2021/ND-CP dated October 28, 2021.
The travel fashion trend will return soon before summer, to create public opinion and
stimulate increased demand for pre-summer travel fashion.

6.2. Price Recommendation

● TEELAB will establish a competitive pricing policy while still ensuring high product
quality.
● There will be discount packages, deals or product combos to encourage more
shopping, such as discounts when buying the entire collection or free beach
accessories.

6.3. Place Recommendation

● TEELAB should continue to develop a diversified distribution strategy, including
online sales through their website and other e-commerce platforms, as well as direct
sales in retail stores and agents.

6.4. Promotion Recommendation

● TEELAB will focus on building creative and engaging advertising campaigns on
social media platforms such as Instagram, Facebook and Pinterest, with high-quality
images and videos of products and a sense of the marine lifestyle with emerging
KOLs in the tiktok market.

19
VII. Reference
1. P.V (2021), Teelab – Thời Trang Của Bạn Trẻ Phong Cách. Báo điện tử Tiền Phong.
available at https://tienphong.vn/teelab-thoi-trang-cua-ban-tre-phong-cach-post1317923.tpo
2. vnexpress.net (2023), Thương Hiệu Thời Trang Giới Trẻ Tăng Trưởng Hơn 200%
Nhờ “Lên Sàn.” available at https://vnexpress.net/thuong-hieu-thoi-trang-gioi-tre-
tang-truong-hon-200-nho-len-san-4558893.html#:~:text=TeeLab%2C%20th
%C6%B0%C6%A1ng%20hi%E1%BB%87u%20th%E1%BB%9Di%20trang,trung
%20kinh%20doanh%20tr%C3%AAn%20Lazada.
3. Tcct (2021), Các Yếu Tố Ảnh Hưởng Đến Hành vi Của Người Tiêu Dùng. Tạp chí
Công Thương. available at https://tapchicongthuong.vn/bai-viet/cac-yeu-to-anh-
huong-den-hanh-vi-cua-nguoi-tieu-dung-81246.htm?
fbclid=IwAR39RQxsBcJpdAiH2_oP0xSfswLJq6IDLcQesyhlc3xFC1NQHSkx0OcM
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4. Tcct (2021), Các Yếu Tố Ảnh Hưởng Đến Hành vi Của Người Tiêu Dùng. Tạp chí
Công Thương. available at https://tapchicongthuong.vn/bai-viet/cac-yeu-to-anh-
huong-den-hanh-vi-cua-nguoi-tieu-dung-81246.htm?
fbclid=IwAR39RQxsBcJpdAiH2_oP0xSfswLJq6IDLcQesyhlc3xFC1NQHSkx0OcM
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