BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC MỞ TP. HỒ CHÍ MINH



SUN PROTECTION JACKET

“BAMBOO ANTI UV MISSION”

Lecturer: Đỗ Khắc Xuân Diễm

Group Students: Lê Thị Hiền Lương
Lê Thị Mỹ Hương
Lâm Hoàng Hùng
Phạm Quang Huy
Lê Hoàng Dũng

TP. Hồ Chí Minh, April 2023

 MEMBER
NAME TASK CONTRIBUTION IN
THE SUBJECT
Write executive summary
Part B (Macro)
Lê Thị Hiền Lương 100%
Part E (Price, Promotion)
Part G
Part B (Micro)
Lê Thị Mỹ Hương Part C (Target Market) 100%
Part D

Part B (SWOT)
Lâm Hoàng Hùng Part D (Positioning) 100%
Part E (Product)
Part F
Phạm Quang Huy Part E (Place) 100%
Making PowerPoint
Part A
Lê Hoàng Dũng Part D (Segmentation) 100%
Part G
 TABLE OF CONTENTS
EXECUTIVE SUMMARY ........................................................................... 1
A. Introduction of company ........................................................................ 2
1. Company history .................................................................................. 2
2. Company's business ............................................................................. 3
B. Developing new product ........................................................................ 3
1. Microenvironment analysis ................................................................. 3
2. Macro Environment analysis ............................................................... 8
3. SWOT Analysis ................................................................................... 9
C. Financial and marketing objectives ...................................................... 10
1. Financial objective ............................................................................. 10
2. Marketing objective ........................................................................... 10
D. Marketing strategy................................................................................ 10
1. Segmentation ..................................................................................... 10
2. Target market: .................................................................................... 11
3. Positioning ......................................................................................... 12
E. Marketing tactics .................................................................................. 13
1. Product ............................................................................................... 13
2. Price ................................................................................................... 15
3. Place ................................................................................................... 16
4. Promotion........................................................................................... 17
F. Financle projections ............................................................................. 19
G. Implementation Controls ...................................................................... 20
REFERENCE .............................................................................................. 22
 TABLE AND FIGURES
Table B.1: Competitive frame of reference ........................................................... 5
Table B.2: 4Ps of Canifa ........................................................................................ 6
Table B.3: 4Ps of Uniqlo ........................................................................................ 7
Tables B.4: 4Ps of LIME ORANGE ...................................................................... 7
Table B.5: Competior map ..................................................................................... 8
Table B.6: SWOT analysis ................................................................................... 10
Table D.1: Target market ..................................................................................... 11
Table D.2: Positioning map.................................................................................. 13
Figures E.1: Design of B.A.M ............................................................................. 13
Table E.2: Size ..................................................................................................... 14
Figures E.3: Packaging......................................................................................... 15
Table E.4: Cost of Raw materials ........................................................................ 15
Table E.5: Operating costs ................................................................................... 16
Table E.6: Competitor’s price .............................................................................. 16
Figures E.8: VNExpress Marthon Sparking Quy Nhon 2023.............................. 18
Figures E.9: The Open Run 2023 ......................................................................... 18
Figures E.10: Vietnam Environment Projection Fund ......................................... 18
Table G.1: Marketing plan ................................................................................... 21
 EXECUTIVE SUMMARY

Sun Projection Jacket is one of the fashion products that are interested and favored
by consumers in the summer. With sun protection, high aesthetics, this product has
a strong potential for growth in the fashion market. This essay focuses on
researching the marketing plan of WISE “B.A.M – Bamboo Anti UV Mission”
Sun Protection Jacket Collection.
WISE is a fashion brand founded by 5 young people in 2021. After 2 years of
operation, it has a certain position in the minds of customers with products made
of bamboo and environmentally friendly fabrics. We always act with the goal of
bringing Vietnamese fashion products with good materials, good service, and
environmental friendliness to customers in Vietnam and around the world”.
customers' information about Vietnamese products, made by Vietnamese people.
Vietnam is a tropical country with frequent hot weather. Therefore, a sun
protection jacket is an indispensable item when going out. However, most sun
protection outerwear on the market today are made of artificial materials, which
are not environmentally friendly. And that's why, WISE launches a collection of
B.A.M sun protection jackets in the summer of 2023. With stylish, dynamic
designs, environmentally friendly materials and the ability to resist 98% of UV
rays, meets UPF 50+ standards, high ventilation and coolness to keep you
protected. your skin and health.
WISE plans to market 3,000 products in the collection of sun projection jacket
"B.A.M - Bamboo Anti UV Mission". We mainly focus on customers who are
looking for quality products with average prices, who aim to protect the
environment. WISE will promote tradition on all social networks and Websites.
WISE believes that with product quality as well as communication and advertising
plans, the collection "B.A.M Bamboo Fabric Sun Protection Jacket " will achieve
great success in the Vietnamese market.

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A. Introduction of company

Brand Name: WISE

Year of establishment: 2021
Logo:

1. Company history
We are students from different provinces coming to Ho Chi Minh City to study, with
the desire to protect the environment and a passion for fashion. We decided to do our
research and research to create products that are safe for health, environmentally
friendly, and affordable. And from there, the WISE brand was born.
WISE is a combination of 4 elements:
 W: Wisdom
 I: Innovation
 S: Sustainability
 E: Eco-friendliness.

Experiencing a problematic and challenging development, WISE was established in

2021 to build a leading sustainable fashion brand in Vietnam. WISE wishes to become a
"Leader" in the responsible business model by doing business methodically and
profitably while bringing practical and long-term values to customers, employees,
partners, the community, and society. Since then, WISE has not stopped growing, and
after only two years, WISE has sold more than 70,000 products in Vietnam.
WISE MISSION: "Bring Vietnamese fashion products with good materials, good
service, and environmentally friendly to customers in Vietnam and around the world".
WISE wishes to bring to all customers across the country fashion products made by
Vietnamese people. Therefore, WISE has researched product materials and launched
optimal product lines in terms of price and quality to customers. Additionally, WISE
always spends most of its time training the culture of service for all employees.

WISE CORE VALUES

At WISE, we always uphold the 4 Core Values so that every step is more solid and rich
in value.
 Caring for customers: Caring for customers with Dedicated service.
 Passion: I love what I'm doing, enthusiastically serving and supporting
customers, and always have a positive mindset and caring attitude when
serving customers.
 Proudly Vietnamese and sharing the community: developing the
community by giving and sharing the Vietnamese identity, culture, and
people.

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  Team spirit and cooperation: the ability to cooperate with others when
working in a team.
WISE'S VISION: Bringing the best of Vietnam to the world and bringing the best of
the world to Vietnam.
2. Company's business
WISE emphasizes minimalism, sustainability, and product quality. Therefore, the
products WISE provides to the market are the best and safest products. Bamboo fiber
fabric is the main ingredient of the product. The above factors help our brand create an
impression in customers' minds, giving consumers new and diverse experiences.

List of items:
 The main product of 2023: “B.A.M Sun Protection Jacket”
 Shirt (Tee, Polo, Shirt,...)
 Accessories (Bags, Wallets, Hats,...)

B. Developing new product

1. Micro environment analysis
Company analysis
MARKETING
 Company Reputation: WISE successfully built a foothold in the hearts
of customers through neighboring areas
 Quality: Environmentally friendly materials, uniform quality, meet
consumer needs.
 Price: WISE uses a D2C (Direct to Customer) business model without
intermediaries, so the price will be 25 - 40% cheaper than the
traditional business model.
 Service: explicit warranty, return and exchange policies, 24/7
consulting service.
 Brand: WISE "Proud to be a Vietnamese brand" is known to
customers through charity campaigns, bringing environmentally
friendly products to more Vietnamese people.
 Achievement: The most favorite local brand in 2021, voted by We
choice Awards.
 Market Share:
 Customer satisfaction: 4.8/5 (aggregated on all e-commerce
platforms).
 The customer return rate is 51%.
 It is expected to expand to Southeast Asia, including Indonesia,
Malaysia, and Thailand, in 2024.

⇒ WISE has a particular place in customers' minds regarding product quality and
customer service.
FINANCE
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  Cost or availability of capital: VND 10 billion
 Cash flow: Data collected at the end of 2022

Initial investment amount: VND 7 billion

Amount received: VND 10 billion
→ Net cash flow: VND 3 billion
Net cash flow ensures the business has enough capacity to continue to grow, promote
brand building, and expand the market.
ORGANIZATION
The scale of our company currently has ten people, including 5 Co-Founders and five
part-time employees.
 2 Co-Founder specializing in Marketing: responsible for PR activities,
building communication plans, advertising for products, and measuring
communication results,...
 2 Co-Founder specializes in R&D: responsible for research, market
analysis, design, and development of new products.
 1 Co-Founder specializing in Finance: responsible for sales control,
business planning, and tax management.
 3 part-time employees are responsible for consulting, caring for
customers, and taking orders.
 2 part-time employees: responsible for order packing, stock control

Customer Analysis (5W)

What?: The product is Sun Protection Jacket

 Eliminate 98% of UV rays, light penetration 0.6%, sun protection index

UPF 50++
 Bamboo fabric is soft, comfortable, lightweight, breathable, and moisture-
winking.
 Bamboo fiber is pleasant to the touch, absorbent, and dries quickly. And
they are also mildew resistant.
 Wrinkle and ruffle resistant, available in multiple gloss finishes and color
options

When? : Product promotion start date: expected to market in mid-April. During this time,
the climate will be continuously hot and humid, so the company will conduct strong
marketing because customers will have a high demand for Sun Protection Jacket.

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Where?: Products are sold on WISE website and all e-commerce platforms.

Why?:
 Sun Protection Jacket using bamboo fiber fabric have outstanding features
over other materials such as cotton, spandex, and polyester, with skin-
friendly, environmental protection, softness, fast absorption, deodorant,
and antibacterial.
 Production is based on two criteria: quality and fashion.
 Diverse in color, suitable for the fashion needs of many people.

Who?: Potential customers include men and women, especially those who often go out.
 All age categories and genders
 People with middle and high income are mainly.
 Bring the satisfaction of a Sun Protection Jacket with full features (good
sun protection, health safety, environmental protection, high durability,
comfortable wearing feeling) at a reasonable price.

Competitor Analysis

Customer Product Customers

Brand Social Media
Awareness Quality Service
Uniqlo E E G E
Canifa G G E E
Lime Orange F F G G
Table B.1: Competitive frame of reference
E = Excellent; G = Good; F=Fair; P: Poor
 Canifa

PRODUCT
-With the slogan "Fashion for all", Canifa
targets customers of all ages, regardless of
gender. Therefore, at present, Canifa's
product lines are divided into 4 main
categories: men, women, boys and girls.
In addition, the differentiation is also
shown in the product material. If in winter,
products from Canifa stand out with
woolen materials and fabric coats, in
summer, users can choose to buy
dynamic, youthful T-shirts, or cool khaki
fabrics.
PRICE
-As a garment brand targeting the popular
market, Canifa's products have an average
price of VND 200,000 - 700,000/product.
-Psychological pricing strategy: according
to the “9-digit effect”,
-Accordingly, Canifa's products are also
divided according to each selling price
such as VND 99,000, VND 149,000, VND
199,000, VND 249,000…

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 -In terms of quality, Canifa establishes a
system of international quality standards
applied to all quality management and
control processes from the selection of
raw materials to the design and production
stages (Oeko-tex, Cotton). USA,
Woolmark,…).
PLACE
Regarding the distribution system, Canifa
expands its distribution system to help
customers access its products in the
easiest and most convenient way. The
products of this brand have built a system
of 110 stores nationwide.
Table B.2: 4Ps of Canifa
 Uniqlo
PRODUCT
As a leading line of clothing and apparel,
with a strong market presence, high
quality casual clothing. Uniqlo has a
diverse product portfolio in its marketing
and caters to all age groups and genders.
PLACE
Sold through its special stores in most Sold through its special stores in most
major cities worldwide. In addition, it also major cities worldwide. In addition, it also
sells online through its own website and sells online through its own website and
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PROMOTION
-Advertising: This brand advertises its
products on TV channels with a large
number of viewers such as VTV1, VTV3,
…
-Program sponsorship: This can be said to
be a smart move of Canifa when it
sponsors a series of programs such as
Vietnam's Next Top Model, Cotton
USA™ Fashion Design Contest, Project
Runway Vietnam... is all about the field of
fashion, through which Canifa not only
increases its recognition but also wants
customers to refer to Canifa when it comes
to fashion.
-Promotion: The company implements
many customer appreciation programs
such as seasonal product discounts, or
special holidays.
PRICE
Uniqlo is a mid-range and affordable
product. Low competitive prices help
Uniqlo set itself apart from the
competition through the quality of its very
good products and attract the average
consumer as well as the savvy shopper,
with numerous promotions.
PROMOTION
 app. Uniqlo also maintains optimal app. Uniqlo also maintains optimal
inventory levels and releases any needed inventory levels and releases any needed
inventory at promotional prices. inventory at promotional prices.

Table B.3: 4Ps of Uniqlo

 LIME ORANGE

PRODUCT PRICE

- Sun protection jacket brand from The target customers that the brand wants
Korea. Dynamic youthful style with bright to target are dynamic young people who
colors. love to explore, so Lime Orange's
products range in price from VND
-Wide-form parachute water-skiing jacket 259,000 - 399,000.
with water-repellent and wind-resistant
features, improved from previous
parachute jackets, wide form, ultra-light
mesh lining and other convenient features.
-High-grade zipper, zipper with special
feature "stopping function" - prevents the
zipper from falling down during use.
-The bag system includes 4 pockets, 2
inner pockets with strong tape and 2 outer
pockets with high-grade zipper.
-The umbrella jacket also has 3 sizes for
customers to easily choose.

PLACE PROMOTION
Lime Orange uses a system of diverse -Returns within 10 days.
distribution channels to help customers
easily buy products: Website, E- -Free shipping.
commerce. And there are 12 stores -Lime Orange regularly has promotions
nationwide. from 20-40%
Tables B.4: 4Ps of LIME ORANGE

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Table B.5: Competior map

2. Macro Environment analysis

Economic
 Textile and garment are critical production industries of the economy,
accounting for 12 - 16% of the country's total export turnover.
Correspondingly, the Vietnamese fashion industry is also estimated to
increase to $68 billion per year.
 Vietnam's economy is developing fast, and GDP growth is about 6-7
%/per year. This creates opportunities for businesses in the fashion
industry to grow and expand their business.
 The average monthly income of Vietnamese workers in 2022 is VND 6,7
million, an increase of VND 927,000 compared to the previous year and
an increase of VND 759,000 over the same period in 2019. Especially in
2022, income in almost All economic sectors increased.

⇒ The large consumption market and increasing per capital income means people will
set higher standards for consumer products in general and fashion products in particular
- good quality, environmentally friendly, and stable prices. “Green fashion” is a potential
industry soon.

Natural
 Climate: Vietnam is located in the tropics, with hot sun and high
humidity, which increases the need to use a Sun Protection Jacket daily.
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  Materials: Most commonly used in the garment industry today harm the
natural environment. Therefore, WISE uses bamboo to make the product's
material.
⇒ The appearance of "Green fashion" using environmentally friendly fabrics, specifically
bamboo fabrics, will help limit the possibility of pollution and use natural materials in
Vietnam while still ensuring the environment's safety. Product features, as well as many
other outstanding advantages, are a practical and urgent solution.

Cultural
In Vietnam - a tropical country where people use motorbikes as the primary means of
transportation, the large amount of emissions into the environment causes most of the
"greenhouse effect" phenomenon, causing the temperature to become increasingly hot.
Increasingly, radiation and UV rays penetrate more and more directly through the ozone
layer and cause grave danger to consumers' skin. That makes Sun Protection Jacket
products used very popular and preferred than ever.

Technology
Vietnam's fashion industry thrives with superior domestic materials, taking advantage of
a country with substantial agricultural development. Designs are increasingly trendy,
youthful, and beautiful and meet the industry's requirements high consumer demand for
fashion and aesthetics. Many "green fashion" products, specifically those made from
environmentally friendly materials, have been gaining great sympathy in the minds of
consumers for their design, technology, coloring, and functionality.

Legal
 Environmental pollution is a matter of global concern, and so is Vietnam.
It is at an alarmingly high level. Vietnam has more than 183 industrial
parks in the country, and more than 60% of industrial parks do not have a
centralized wastewater treatment system. The rapid rate of
industrialization and urbanization, along with the increase in population,
increased pressure on the environment of Vietnam.
 Agencies and organizations have tried their best to implement policies and
laws on environmental protection. The government has applied stricter
rules and penalties to those who pollute the environment.
 Fashion manufacturers have also taken steps to protect the environment
for this industry, especially the "Green fashion" industry - anticipating
future trends.

3. SWOT Analysis
STRENGTHS
-WISE successfully establishes a quality
fashion brand with medium-high prices.
-New products are unique,
environmentally friendly, and designed to
meet current trends.
WEAKNESSES
-Compete with many fashion brands in
the market.
-WISE is not yet widely known
-The company is still young and needs to
gain experience in production activities.

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 -Use the direct-to-customer (D2C) sales
model to reduce product costs.
-24/7 customer service and support.

OPPORTUNITIES
-The fashion market in Vietnam is
overgrowing, so WISE can take
advantage of this opportunity to expand
the market and increase sales.
-The abundant source of raw materials
-We are meeting the tastes of current
customers who prefer to use products that
are good for themselves and the
environment.
-Currently, no brand makes Sun
Protection Jackets from bamboo fabric.
THREATS
-Consumer tastes are constantly
changing.
-Effects of inflation and economic crisis.
-Customers always demand high-quality
products but go with low prices =>
creating price pressure on businesses.
-Customers need a better impression of
domestic products.

Table B.6: SWOT analysis

C. Financial and marketing objectives

1. Financial objective
 30% increase in sales compared to 2022
 By the end of 2023, expand by 1% market share
 Maintain profit growth rate of 20%/month

2. Marketing objective
 Increase social media impressions among new target audience by 30% by
the end of spring
 WISE website reaches 3 million visits in 2023
 Reach 700,000 followers on Tiktok
 Increase conversion rate by 3% by increasing website traffic with 3 new
posts per week at the end of the year
 Increase customer loyalty: create many discount programs for loyal
customers
D. Marketing strategy

1. Segmentation
Demographic
 Customer market: WISE is aimed at customers who appreciate the
quality of the product. And with WISE, customers really understand the

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 product they are about to buy and they will easily enjoy it with
excitement.
 Age: The product is suitable for all ages
 Gender: Unisex
 Income: WISE is aimed at customers with medium and high income.
Behavioral

 Those who have to move, drive motorbikes often outside in the hot sun.
 Have an understanding of environmental issues as well as an interest in
"green fashion".
 Focus on personal health, aesthetics, and environmental protection.

Psychographic

 Desiring to choose high quality products, average price and less impact on
the environment.
 Pay attention to the composition, quality, and creation process of the
product.
 Support Vietnamese products and brands.

2. Target market:

Target Segment Customer need Product Features

People who are often Avoid direct damage from Bamboo fiber fabric has
exposed to the sun. UV rays good absorbency,
Cool material coolness, high
Good sweat absorption antibacterial properties,
eliminates 98% of UV
rays, 0.6% light
penetration, UPF 50++ sun
protection index
People who care about Using environmentally The product contains 95%
environmental protection friendly materials bamboo fiber fabric and
in fashion. Durable 5% spandex fabric to
Good price increase product durability
Estimate selling price is
630,000 VND → suitable
for customers with
medium/high income
Table D.1: Target market

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 3. Positioning
PODs:
 B.A.M sun protection jacket is a pioneer product in sustainable fashion
development. With the mission of being a green fashion brand, WISE is
always a pioneer in using new environmentally friendly materials and in
its products.
 Product material: Different from other sun protection jackets available on
the market with polyester material. WISE products are made of 95% eco-
friendly bamboo fiber and 5% spandex for good stretch.
 Sun protection jacket ability of the product: Eliminate 98% of UV rays,
light penetration 0.6%, high sun protection index up to SPS++
 Product quality: The product is perfected, checked for errors and removed
all redundant threads. Commitment to each product when it reaches the
customer is the most perfect.
 Customer care:
 WISE has a professional customer care team 24/7, always listening
and meeting customers' wishes.
 Return service: Customers can return products within 10 days and free
shipping.
 Product warranty: Lifetime warranty on the zipper of the product.
Besides, WISE also receives warranty for customers in case the
product is damaged during use.
 Commitment to accompany environmental protection organizations

POPs
 Style: Sun protection jacket s often have the same design
 Color: Sun protection jackets will usually have neutral colors like white,
black, gray or bright colors like yellow, purple, green.
 Production process: All must comply with environmental and
occupational safety standards
⇒ Brand position built in the mind of customers: WISE brings high
quality, medium price, and environmental friendliness.

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Table D.2: Positioning map

E. Marketing tactics

1. Product

Figures E.1: Design of B.A.M

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Core value
 Protect skin from UV rays: Natural bamboo fiber fabric is highly UV
resistant, helping users avoid health risks related to sun damage.
 Eco-friendly: Bamboo fiber fabric is a renewable and environmentally
friendly resource. It helps to reduce negative impacts on the environment
and, at the same time, helps customers have a more environmentally
friendly spirit.
 High strength: Bamboo fiber fabric has high strength and good wrinkle
resistance. Besides, Spandex fabric helps reduce shrinkage during use.
Bamboo fiber Sun Protection Jacket products can be used for a long time
and retain their new and beautiful appearance.

Actual product
 Material: The main fabric is made of 95% bamboo fiber fabric, and uses
double spinning technology, which significantly improves the strength and
evenness of the yarn, reduces ruffles, and Blended with 5% spandex yarn
to form a smooth functional fabric with outstanding advantages such as
good absorbency, odor control, and high UV protection.
 Design: This fabric is used to design styles and designs of Sun Protection
Jacket according to dynamic, streamlined, fabulous designs, pastel colors
suitable for outdoor activities, hats, and sleeves. Ao dai and the body of
the long dress should cover the wearer's waist, with a logo on the chest.
Use the world's best YKK zipper.
 Color: The leading pastel tone, but there are still primary colors like
white, black, and gray.
 Size: Freesize

MEASURE

SIZE Freesize under 70kg

SHOULER WIDTH 36 – 40 cm

SLEEVE LENGTH 60 – 65 cm

CHEST WIDTH 45 – 50 cm

LENGTH OF GRAMENT 65 – 70 cm
Table E.2: Size

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  Packaging: The product is designed
in a paper box that simulates the
shape of Vietnamese bamboo tubes

Augmented Product
 All products are warranted for 60
days
 Lifetime free replacement jacket Figures E.3: Packaging
zippers
 Return if the wrong size or manufacturer error is 14 days.

2. Price

WISE uses the D2C (Direct to Customer) sales model, without intermediaries, so the
product price will be 25-40% better than the traditional sales model.

WISE uses the Maximum market skimming method:

 Unique product, not yet available in the market

 Environmentally friendly products
 Quickly recover capital to reproduce investment
 Easy price adjustment
Determine the cost of production

 Cost of Raw materials

Cost of Raw materials Price Unit
Average bamboo fiber 200.000 1,3m
fabric
YKK zipper 20.000 Pcs
Strap 500 String
Cloth bag (including 10.000 Pcs
drawstring )
Cardboard box with 4.000 Pcs
bamboo pattern
Processing 40.000 Pcs
Total 275.000 Pcs
Table E.4: Cost of Raw materials
 Operating costs
Operating Costs Price Unit
Warehouse and office 4.000.000 Month
Employee cost 25.000.000 Month
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 Employee salary 30.000.000 Month
Shipping cost 5.000.000 Month
Marketing 100.000.000 Month
Cost incurred 40.000 Pcs
Table E.5: Operating costs
- Competitor’s price

UNIQLO CANIFA LIME ORANGE

500.000 – 400.000 – 500.000 259.000 – 399.000
PRICE
1.230.000
Table E.6: Competitor’s price
Markup pricing:

Adapting the price

 Promotional pricing:
 Special event pricing: brand birthday, customer birthday, double day
 Special customer pricing: loyalty/silver/gold/diamond

BRAND MANTRA: "HAVE WISE, HAVE FUTURE

Expressing the brand's ambition, bringing customer's values beyond expectations. WISE
aspires to become one of the leading sustainable fashion brands in Vietnam. Therefore,
we always provide quality products, leading to the "Green Fashion" trend. This is also
something that customers will remember when mentioning WISE.
3. Place
Supply chain model:

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Exclusive distribution: direct distribution to customers through e-commerce platforms
focusing on building and developing online stores with the goal of enhancing the
shopping experience and convenience of customers:
 Website
 Online business on major e-commerce platforms

→ WISE has full control over the product. Ensure product image and user experience
will also be under control.

Transportation: truck

→ WISE choose Truck because it is only necessary to transport goods from the factory
to the warehouse in District 12 and the quantity is about 3000 pieces. Therefore, the truck
is the most suitable choice.

4. Promotion

Digital marketing

 Book KOC/KOL/Influencer
 KOL: Combined with people who regularly exercise outdoors,
influential gymers in the field of sports and healthy life: Hana Giang
Anh, Shinphamm, DangBeoo, Tri Phan. Besides, it is possible to
cooperate with Giang, Chau Giang, ... are KOLs who have a healthy
lifestyle and have many activities to protect the environment.
 KOC: Send products to KOCs that are suitable for B.A.M (followers
and good interaction, towards green living and environmental
protection) for them to create review videos.
 Website development: The web interface that WISE aims to is
"Impressive, Easy to remember and Easy to use".
 Regularly update content on the Website: Use tools such as Open
SEO status, Google webmaster tool, Google analytic… to monitor
activity status, visits, URL errors… and have appropriate adjustment
methods.
 Run Ads: Expected to reach 10k people through ads on Youube,
Facebook, Instagram, TikTok

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Public Relationship

 Join the sponsorship

"Cuc Phuong Jungle Paths" - The

longest trail running race through the
national park and buffer zone in
Vietnam across 3 provinces of Ninh
Binh, Thanh Hoa, and Hoa Binh
Figures E.7: Cuc Phuong Jungle
Paths

Running "VNExpress
Marathon Sparking Quy Nhon
2023" - The race takes place in
the middle of a sunny and windy
summer in Quy Nhon, Binh Dinh
Figures E.8: VNExpress Marthon
Sparking Quy Nhon 2023

“The Open Run 2023”: The traditional

cross-country tournament of the Open
University of Ho Chi Minh City
Figures E.9: The Open Run 2023

Campaign "Green Eco": Deduct 3%

of product profits to contribute to
"Vietnam Environment Protection
Fund": established by the Vietnamese
Government in 2008, the purpose of
supporting environmental protection
and development projects in Vietnam.

Figures E.10: Vietnam Environment

Projection Fund

 Advertising: TVC about the product “B.A.M sun protection shirt”

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  Sale Promotion:
 Discount: Double day,
Holiday, Flash sale on
e-commerce platforms
 Coupons: Wise's birthday,
customer's birthday, 5% off
next order
 Gift: Free mask for the first
1000 orders

Figures E.11: Mask

F. Financial projections

Sales Forecast:

After market research and SWOT analysis of competitors, we realize that users are really
in need of good quality sun protection jackets and converge the characteristics that
B.A.M owns.

We estimate that the number of products sold each month will be approximately 1,000
units. With the price of 630,000/piece, Wise's monthly revenue will be 630,000,000
VND/month.

This level of revenue will vary depending on climate conditions. In times when
consumers are faced with intense hot weather, sales of sun protection jacket will surpass
expectations.

Expense Forecast:

We divide costs into two categories as follows:

Cost of Raw Material: 275.000/pcs  275,000 x 3,000 pieces = 825,000,000 VND

Operating Cost: 164,040,000 VND/month

⇒ Total cost of materials and operation: 439,040,000 VND

Break - even analysis:

Cost for the production of 3,000 products: 825,000,000 VND

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Operating cost for 3 months: 492,120,000 VND

→ Capital spend: 1,317,120,000 VND

→ Therefore, it is expected that within 2 months, WISE will recover its capital and start
making profits

G. Implementation Controls

Month 4 Target Budget

Website,
Communication Digital Youtube, Facebook, 1M hits on all 50Million
marketing Instagram, Tiktok platforms VND

PR Sponsoring the “Cuc Increase 40 million

Phuong Jungle Paths brand VND
2023” Run awareness
30%

Advertising TVC of new product Trending on 4 million

all platforms dong

Activation Contributing to 9.450.000 0

“Vietnam
Environment (3% profit of
Protection Fund” 1000
products)

Promotion Give a gift Free masks for the 1000 pcs 1 million
first 1000 orders VND

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 Loyal 5% off next bill 100 new loyal 5 million
customers customers VND

Table G.1: Marketing plan

Specify goals and budget for each month/quarter:
 Identify shopping trends in each period (holidays, climate conditions)
 Offer trendy types of advertising
⇒ Identify additional costs (e.g., during peak periods, more products will be produced
than usual, or new promotion markets will enter in time.)

Measurements of results to take corrective actions:

 Continuously survey the market through online / face-to-face customer

satisfaction surveys about brands / products.
 Observe social media interactions.
 Sales tracking → If almost 3000 products are exhausted, plan to re-
produce.

If sales have not been achieved as planned:

 Assessment of market and customer needs for sun protection: Ensure that
B.A.M sunscreen fully meets the needs and desires of customers
 Strengthen marketing activities
 Create useful content about the benefits of sunscreen
 Advice on how to choose the right sunscreen
 Enhance advertising campaigns to increase product awareness

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