Group 7 – Marketing management:

Lê Thị Huỳnh Giao – 2221001559 (Leader)

Dương Đình Hậu – 2221001579
Đặng Gia Mỹ – 2221001659
Đào Lê Trúc Quỳnh – 2221001775
Khưu Long Vũ – 2221001895

1. Segmentation
Table 1-1: Segment of the clothing market
Segmentation
Segments Segment characteristics
Variables
Geographic
Population High-density areas These are inner-city districts with dense populations, consisting mainly of lower-
Denisty
income neighborhoods. The residents here are young workers, office employees, middle-
income individuals, and young families. High population density leads to a large daily
shopping demand, with common shopping centers, local markets, and retail stores.
Moderate-density areas These are areas with average population density, experiencing rapid development
of new urban zones. The residents in these areas include the middle class and expatriates
with stable incomes, who tend to focus on quality, aesthetics, and modern lifestyles.
 Lower-density areas These are suburban or outlying areas of Ho Chi Minh City, where the population
density is lower due to large land availability and less developed urban infrastructure
compared to the central districts. The population consists mainly of laborers, a small
number of middle-class individuals, and young families looking for spacious, airy living
spaces and products that cater to a modern lifestyle.
Climate Dry season Common products are lightweight, breathable, sweat-absorbent, and comfortable
materials like cotton, linen, and other light fabrics, with sun protection and comfort in
mind.
Rain season Clothing should be waterproof, quick-drying, or come with protective accessories
for rainy weather.
Demographic
Age and life Under 16 School age, not financially independent, primarily interested in children's and
cycle
youth fashion.
16 - 22 Students, interested in youthful fashion, affordable, and aligned with modern
trends.
22 - 35 Newly employed, financially independent, prioritizing workwear and personalized
fashion.
35 - 55 Middle-aged, stable income, focused on materials and quality.
55 and above Elderly, prioritizing comfort, simplicity, not following trends.
Life stage Single Prioritize expressive fashion, showing personal style or following trends.
 Married Interested in family fashion, workwear, or outfits for specific occasions.
Married with kids Focused on quality, safety, and product features (warmth, breathability,...).
Gender Female Diverse styles, feminine, modern, catering to specific purposes (home, work,
parties,...).
Male Focused on comfort, simplicity, practicality, elegant, and sporty styles.
LGBTQ+ Gender-neutral fashion, creative, diverse styles, free expression.
Income Under 10 million VND/month Prioritize affordable fashion, price-conscious.

10 - 20 million VND/month Seek a balance between price and quality.

20 - 50 million VND/month Prefer high-quality, branded fashion.
Above 50 million VND/month Prefer exclusive, custom-designed luxury fashion.
Social class Working Focus on affordable, practical, and comfortable clothing.
Middle Prioritize comfortable office wear and modern fashion styles.
Lower uppers Favor high-end fashion and well-known brands.
Upper uppers Value exclusive fashion, luxury brands, and custom designs.
Psychographic
Personality Relaxed Prefer comfortable, minimalist designs suitable for various occasions.
 Classic Focus on product quality and timeless fashion trends rather than following fads.
Artistic Enjoy creative and unique fashion, preferring outfits that stand out and avoid
trends.
Dramatic Prefer soft, cute, colorful outfits.
Sexy Follow the latest fashion trends, prioritizing style over comfort, often seeking to
accentuate the body.
Modern Favor simple, monochromatic outfits, avoiding flashy or over-the-top styles.
Lifestyle Innovators Embrace new experiences, enjoy self-directed exploration, and are unafraid of
trying new things.
Thinkers Thoughtful consumers who plan ahead, not easily swayed by trends (FOMO), and
have strong personal opinions.
Believer Trust in traditional values, enjoy social interactions, and are resistant to change.
Achievers Family and career-focused, value wealth and productivity, and adapt easily to new
trends.
Strivers Influenced by street culture, seeking social acceptance.
Experiencers Outgoing and dynamic, often introduce new trends to their community.
Makers Strong-willed individuals who enjoy social activities and are practical, not easily
influenced by new trends.
 Survivors Cautious and risk-averse, value familiarity and tradition, prefer safe, trusted
sources of information.
Behavioral
Occasion Sleepwear Prefer comfortable, cozy clothing that allows easy movement at home.
Schoolwear Polite and modest, yet dynamic and age-appropriate, must remain fashionable.
Workwear Polished, formal clothing that exudes elegance and often emphasizes quality and
branded garments.
Social Occasions: going out, Focus on more elaborate, eye-catching outfits compared to everyday wear. Clothes
going to parties with
must reflect personal style and stand out, attracting attention and compliments.
friends/relatives/acquaintances,
going to social parties,...
Benefit Fashion - forward Seek trendy clothes, love dressing stylishly, and have an excellent sense of fashion.
They quickly update their wardrobe with the latest trends.
Reflect personal style Know their personal style and choose clothes that enhance their strengths and hide
flaws. They prioritize what suits them over trendy or fashionable clothes.
Other practical benefits (e.g., They choose to buy these clothes for the simple reason that they suit their current
warmth, absorbency)
needs. For example, when they travel to Da Lat, they will buy jackets or clothes to keep
warm. In the summer, they will choose clothes with absorbent fabric, cooler clothes,...
Usage rate Heavy product user They feel that the clothes are easy to use, highly practical and have many types of
designs for many different desires. They are people who need and need to buy a lot of
clothes and constantly renew their clothes.
 (> 4 times a month)
Medium product user Feeling satisfied with product quality but do not have the need to buy or change
clothes regularly.
(2 to 4 times a month)

Light product user It is possible to feel satisfied with the product but forget about the business due to
buying less clothes or wanting to experience many other businesses. On the other hand,
they feel the product does not meet their needs.
(<2 times a month)

2. Targeting

2.1. Target market

Table 2-1: Target Market of our brand

Segment
Sexy seeker
Segment
variables
Geographic Population High-density areas (such as Gò Vấp, Bình Thạnh, Tân Phú,...): These are inner-city districts with dense
Density
populations, consisting mainly of lower-income neighborhoods. The residents here are young workers,
office employees, middle-income individuals, and young families. High population density leads to a large
daily shopping demand, with common shopping centers, local markets, and retail stores.
Demographic Age and Newly employed, financially independent, prioritizing workwear and personalized fashion.
life cycle
Life stage Single: Prioritize expressive fashion, showing personal style or following trends.
Married: Interested in family fashion, workwear, or outfits for specific occasions.
Gender Female: Diverse styles, feminine, modern, catering to specific purposes (home, work, parties, etc.).
Income Under 10 million VND/month: Prioritize affordable fashion, price-conscious.
10 - 20 million VND/month: Seek a balance between price and quality.
Social Working: Focus on affordable, practical, and comfortable clothing.
class
Psychographic Personality Sexy: Follow the latest fashion trends, prioritizing style over comfort, often seeking to accentuate the
body.
Lifestyle Innovators: Embrace new experiences, enjoy self-directed exploration, and are unafraid of trying new
things.
Behavioral Occasion Focus on more elaborate, eye-catching outfits compared to everyday wear. Clothes must reflect
personal style and stand out, attracting attention and compliments.
Benefit Fashion - foward: Seek trendy clothes, love dressing stylishly, and have an excellent sense of fashion.
They quickly update their wardrobe with the latest trends.
Reflect personal style: Know their personal style and choose clothes that enhance their strengths and
hide flaws. They prioritize what suits them over trendy or fashionable clothes.
 Usage Medium product user: Feeling satisfied with product quality but do not have the need to buy or change
state
clothes regularly. (2 to 4 times a month)
Light product user: It is possible to feel satisfied with the product but forget about the business due to
buying less clothes or wanting to experience many other businesses. On the other hand, they feel the product
does not meet their needs. (<2 times a month)

2.2. Targeting Strategy

Our brand will choose Niche Marketing for the following reasons:

• The brand is still new, with limited capital, so this will help optimize resources in terms of capital, workforce,
facilities, etc.

• It reduces direct competition with large competitors in the market.

• Increases the ability to customize and personalize for each customer.

• Enhances the company’s specialization in the sexy fashion line for women.

3. Positioning

3.1. POP and POD

3.1.1. Competitor
• Direct competitor: Elise, Chic-land, NEM Fashion
• Indirect competitor: Routine, MarC
 3.1.2. Points of Parity (POP)
• Sexy, modern style: Sexy fashion brands all focus on bringing sensuality, allure, and confidence to the wearer.
• Breathable and stretchy fabrics: Use fabrics like silk, satin, lace, and other comfortable, soft materials, allowing the
wearer to feel comfortable while still fashionable.
• Variety of designs: Offer a wide range of clothing styles such as mini dresses, deep-cut tops, jumpsuits, sexy lingerie,
bikinis, etc.

3.1.3. Points of Difference (POD)

• Exclusive, personalized designs: Deliver limited collections with exclusive sexy designs, helping the wearer feel
unique and stand out.
• Diverse fashion for all body types: Expand the product line to cater to all body sizes, enabling all women to showcase
their alluring beauty.
• Personal style consultation: Provide personalized styling services based on customer needs, offering outfit
coordination tailored to each customer, helping them choose clothing that suits their body shape and personality.

3.2. Positioning map

3.2.1. Customer ratings of competitions

Below is a comparison table evaluating factors (Sexiness, Product quality, Design variety, Personalization, Sales staff,
Available stock) with the brand’s direct competitors in the clothing market. The factors are rated on a scale with levels 1 (Very
poor), 2 (Poor), 3 (Average), 4 (Good), 5 (Very good).
 Table 3-1: Customer ratings of competitions
Product
Sexiness Design Variety Personalization Sales Staff Available Stock
Quality
Our 5 3 3 5 4 2
brand (Positioning (Quality (Importing various styles (Exclusive (Professional, stylish, (Lack of resources for
the brand as matches the to meet diverse customer designs make and ready to offer warehousing)
extremely target needs. However, products customers feel advice based on
sexy and customers' do not fully cater to unique and customer needs)
bold) spending smaller groups within the stand out)
capacity) segments)
Elise 4 4 5 2 2 3
(Elise (Product (Elise offers a wide range (This brand is (Sales staff may need (Elise products are
products quality is quite of products and designs) not well known improvement in fairly easy to find but
are good, using for attitude or expertise) not always available)
fashionable premium customization
but not too materials) to customer
bold) needs)
Chic- 3 5 2 3 5 4
land (Neutral (Very high (Lack of variety in (Moderate level (Sales staff are (Products are easily
style, less quality, designs) of professional and found in Chic-land
emphasis targeting personalization highly skilled) stores)
on upscale service)
sexiness) customers)
NEM 3 2 3 4 3 5
Fashion (Casual (Quality is (NEM Fashion offers a (Some (Sales staff are (NEM products are
style, not average, not variety of designs)) customization acceptable) usually always
too sexy) reaching high- services, but not available, rarely out of
end segments) very prominent) stock)
 3.2.2. Positioning map

Picture 3-1: Positioning map

Based on the analysis of the “Customer ratings of competitions” table and the Positioning map above, we will position
ourselves as a “Sexy and personalized” clothing brand, a destination for women who worship sexy look.