ỦY BAN NHÂN DÂN THÀNH PHỐ HỒ CHÍ MINH

TRƯỜNG CAO ĐẲNG LÝ TỰ TRỌNG THÀNH PHỐ HỒ CHÍ MINH

KHOA KHOA HỌC CƠ BẢN

SVTH: 1. NGUYỄN LÊ MINH TRANG - MSSV: 22000224

2. TẠ NGỌC PHONG DUY -MSSV: 22000277
3. KHƯƠNG XUÂN HÙNG -MSSV: 22000256

MARKETING SCHEME FOR Y&F COMPANY

Ngành học: Tiếng Anh

Lớp học: 22C2-NNA1
Môn học: Tiếng Anh Marketing

TIỂU LUẬN MÔN HỌC

GVHD: Th.S NGUYỄN THỊ THU HÀ

Thành phố Hồ Chí Minh –20/12/2021

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 ỦY BAN NHÂN DÂN THÀNH PHỐ HỒ CHÍ MINH
TRƯỜNG CAO ĐẲNG LÝ TỰ TRỌNG THÀNH PHỐ HỒ CHÍ MINH
KHOA KHOA HỌC CƠ BẢN

SVTH: 1. NGUYỄN LÊ MINH TRANG - MSSV: 22000224

2. TẠ NGỌC PHONG DUY - MSSV: 22000277
3. KHƯƠNG XUÂN HÙNG -MSSV: 22000256

MARKETING SCHEME FOR Y&F COMPANY

Ngành học: Tiếng Anh

Lớp học: 22C2-NNA1
Môn học: Tiếng Anh Marketing

TIỂU LUẬN MÔN HỌC

GVPB1 GVPB2
Th.S NGUYỄN THỊ THU HÀ

Thành phố Hồ Chí Minh –20/12/2021

1
 TABLE OF CONTENT
Page
Chapter 1: INTRODUCTION 1
1.1. Business Summary 2
1.1.1. Company Name
1.1.2. Marketing Leadership Team
1.1.3. SWOT Analysis
1.2. Business Initiative 3
1.2.1. Initiatives 1
1.2.2. Initiatives 2
Chapter 2: TARGET MARKET 4
2.1. Industry Name
2.1.1. Industry 1
2.1.2. Industry 2
2.2. Buyer Persona
2.2.1. Buyer Persona 1
2.2.2. Buyer Persona 2
2.3. Competitive Analysis 5
2.3.1. Industry 1
2.3.2. Industry 2
Chapter 3: MARKET STRATEGY 6-7
3.1. Product
3.2. Price 8
3.3. Promotion 8
3.4. People 8-9
3.5. Process 9
3.6. Physical Evidence 10

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Chapter 4: RESULTS
4.1. Budget 11
4.2. Marketing Channels 11-12

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 CHAPTER 1: INTRODUCTION

1.1. Business Summary

1.1.1. Our Company
Y&F is a garment industry. Y&F was founded by Minh Trang, Phong Duy, and Xuan Hung.
Our specialty is that designing and making many commodities are related to clothing
especially T-shirts for wholesale and retail sales. Y&F is a company headquartered in Ho
Chi Minh City with offices in 390 Hoang Van Thu, Ward 4, Tan Binh District, and 303 Ham
Nghi, District 1. The company’s mission is to make everyone know about our products. The
company’s vision is in the next one to two years our brand will be widely developed. Our
slogan: “Always be youthful and fresh”.
1.1.2. Our Marketing Leaders
Nguyen Le Minh Trang is working for Y&F company as Chairman position. She will give
final decisions and supervise work of the departments in the company. Her responsibility has
to orient the job to all people in the firm.
Ta Ngoc Phong Duy is working for Y&F company as CEO and Marketing Director position.
He will run the business under the direction of the chairman, manage, and supervise the
process of working in the Marketing Department. His responsibility has to carry out orient
plans in an effective way and develop Marketing potential.
Khuong Xuan Hung is also working for Y&F company as Director of Design. He will design
beautiful and modern clothing models. His responsibility has to always update on the fashion
trend and manage the Design Department on how to submit designs on time to Marketing
Department.
1.1.3. SWOT Analysis
As Y&F’s marketing team, we want to help the brand lean into what it does well, improve
what it doesn’t, capitalize on what it can do, and defend against what could challenge it.
With that in mind, here is our SWOT analysis for 2022.

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 Strengths Weaknesses Opportunities Threats

Our product prices Our firm is a Our country’s We have many strong
are cheaper than small company economy is more and domestic competitors
competitors’ prices. so our capital is more developed, such as Blue, PT200…
The domestic still little. which leads to having Vietnam people prefer
market is a wide Our firm does a higher standard of foreign goods to
market to develop not have living. Customers are domestic goods
products before much-skilled more interested in Fake products are
going to foreign labor. fashion. more and more
market. Our business had an increased.
We are always on opportunity to register
new trends. its own trademark for
our company

1.2. Business Initiatives

Y&F has the ambitious goal of progressing our Y&F brand. To help the business do that, our
marketing team will pursue the following initiatives in 2022.
1.2.1. Initiative 1
Description: Over the next 12 months, Y&F’s T-shirts have to be a best seller in Ho Chi
Minh City.
Goal of initiative: Our firm will spend some money to hire famous KOLs on Facebook
because in Vietnam country Facebook is the most used of all apps, and our products will
certainly have many well know people.

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Metrics to measure success: Have 400 orders on Facebook in a month
1.2.2. Initiative 2
Description: In six months of 2023, Y&F company has to give products to the northern
region and the central region of Vietnam and increase sales.
Goal of initiative: Y&F will put the products in the mall, and big or small supermarkets.
Because local people don’t usually go to the clothing store, they usually will go to
supermarkets or malls so they can see our products.
Metrics to measure success: 300 T-shirts are sold in a month

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 CHAPTER 2: TARGET MARKET
2.1. Industries
In 2022, we’re targeting the following industries where we’ll sell our product and reach out
to customers:
2.1.1. Equipments
This includes complementing some equipment for garment factory such as overlocking
machine, hemming machine, sample cutter, industrial sewing machine, button machine…
2.1.2. Human Resources
This includes recruitment, many skilled laborers, accountants, customer care staff, telesales,
people operations, etc…
2.2. Buyer Personas
Within our target markets, we’ve identified the following buyer personas to represent our
ideal customers:
2.2.1. Buyer 1
Who: Students are our buyers 1.
Age: 16-22 years old.
Gender: Female or Male.
Job: High school students and undergraduates.
Hobbies: Have an interest in shopping especially buying clothing.
Lifestyle: Healthy and Youthful lifestyle.
Family size: Nuclear family. Because the fewer people in the house, the higher the cost of
living. Therefore, children in the house have pocket money to buy clothing or other things. If
you live in an extended family, your parents will not only spend money to raise you up but
also spend money to take care of your grandparents and you will have not many pocket
money.
2.2.2. Buyer 2
Who: Adults are our buyers 2.
Age: 23-26 years old.
Gender: Female and Male

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Job: Office workers
Hobbies: Have an interest in shopping especially buying clothing.
Lifestyle: Individuality and Elegant lifestyle.
Family size: Nuclear family. However, Y&F is aiming at young people who are still single.
Because young people who are still single, they have time to go shopping, buy
clothing…Young people who are getting married, they don’t have time to do this.
2.3. Competitive Analysis
Within our target markets, we expect to compete with the following companies:
2.3.1. Blue
Strengths: Their products are suitable for the choices of consumers. Blue has a strong
distribution system. Their shops are distributed across the country. For example: Blue has
fifty-seven shops in Ho Chi Minh City They also have enthusiastic and dynamic staff. In Ho
Chi Minh City.

2.3.2. PT2000
Strengths: Their designs are quite impressive. They mix colors extremely stunningly in their
products. Light color mix and match dark color.

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 CHAPTER 3: MARKET STRATEGY

3.1. Product
At present, Y&F’s brand is wanting to come onto the new T-shirt model. The word T-shirt
comes from the shape of this shirt, which has a simple T shape with short sleeves and a
rectangular body. However, our company will innovate the products. We will make
elbow-length sleeves based on the Korean style. On the T-shirt will print words, sentences,
and cartoon figures. Season: spring-summer-autumn-winter. Gender: female and male.

Material: 100% Cotton. Therefore, the T-shirt has soft characteristics and has it is likely to
be elastic. There are many sizes buyers can choose what they like. We have sizes XS – S –
M – L – XL – XXL and they are equivalent to the customer’s height and weight.

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 Gender Size Shoulder Chest Body Height Weight
XS 40 46 65 154-159cm 42-47kg
S 42 48 67 160-164cm 48-53kg
M 44 50 69 165-169cm 53-60kg
Male L 46 52 71 170-175cm 61-68kg
XL 48 54 73 Over 175cm 69-75kg
XXL 50 56 75 Over 75kg

Gender Size Shoulder Chest Body Height Weight

XS 34 40 58 142-147cm 32-36kg
S 36 42 60 148-153cm 37-42kg
M 38 44 62 154-159cm 43-48kg
Female L 40 46 64 160-165cm 49-54kg
XL 42 48 66 Over 165cm 55-60kg
XXL 44 50 68 Over 60kg

Y&F wants to choose three colors including peri color, black and white color. Peri color is
the color of the Year 2022. Black and White color are easy to mix and match and most
young people also like black and white color.
Tips for mixing and matching with T-shirt: T shirt and jeans,
T-shirt and long or short skirt.
T-shirt and short

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3.2. Price
We have determined the cost price of the products in the company. The cost price is about
130.000 (including cost of hiring labor, cost of moving product from our clothing store to
buyer’s hand, cost of the material or cotton fabric, and other costs.)
COST MANAGEMENT
1. Cost of the material or cotton fabric to make products 30.000 VNĐ

2. Cost of hiring labor (including salary, bonus, insurance) 50.000 VNĐ

3. Cost of moving 20.000 VNĐ

4. Other costs 30.000 VNĐ

Sale price: 150.000-170.000 VNĐ for many different model T-shirts. Our firm will apply
fixed price for the branches of our store. For example, if you want to buy a T-shirt that has
an SMB2502 code, you will have to 150.000VNĐ even you are at any store of ours. This
policy can help our business feel easy to control sale prices on the system.
3.3. Promotion
Y&F will use Facebook, Instagram, and Twitter to post our products online.
We also will discount some products on holiday days such as Christmas Day, Black Friday
Day, New Year’s Day…We will sale off about 30%-50%. Our company believes that if our
designs are more and more beautiful, and strangle, our products also will be more and more
attractive to many customers. Therefore, design is content will drive value into our products.
3.4. People
Phong Duy as Marketing Director of the company. He will collect many market strategies
from his team and give a final market strategy which sends to Chairman. His team has eight
people including two content marketing staff, two public relation staff, two search engine
optimization staff, and two digital marketing staff.

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 ● Content Marketing Staff will write content and manage content systems on all
channels of business and brands. They also will come up with ideas and develop
contents for potential marketing channels to have an effective customer approach.
● SEO Staff will research businesses, competitors, markets and build completely Y&F
business SEO plan.
● Digital Marketing Staff will organize advertising campaigns, communication
marketing, and events. They also will manage the marketing channels of businesses
and brands.
● Public Relation Staff will make a communication plan with objectives consistent
and with marketing orientation and develop the brand. They will print and release
communication documents of the brand and the business.
3.5. Process
We sell products in two ways:
● Sell products directly through social media like Facebook, Twitter, Instagram, and
Email.
● Sell products indirectly through malls, big or small supermarkets, and other clothing
shops.
When Y&F decided to sell products online, Y&F also formed Logistics services and
Customer services. Logistic service will help the company pack and ship goods to the
buyer’s hand. Customer services will help the company receive information from customers
and answer customers’ questions and complaints. We form Logistics services and Customer
services as a way to support our success with our products.
Phone number in Customer Care Department: 0708695989
Email: duy26062003@gmail.com.- krazyhung1102@gmai.com.

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3.6. Physical Evidence
Website: www.y&fgreatsite.com is the place where Y&F will display products and here is
our evidence.

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 CHAPTER 4: RESULTS
4.1. Budget
Over the course of 2022, given the cash allotted to the Marketing team, we expect to invest
in the following items to ensure we meet the objectives outlined in this marketing plan:

Marketing Expense Estimated Price

Advertise products on social media such as Twitter, 2,000,000 VND/year for one app.
Facebook, and Instagram. 6,000,000VND/year

Advertise and come onto products on the market 15,000,000VND/year

online such as our website

Public event. Y&F organizes event twice a year. 15,000 VND for one event
30,000,000VND/year

Content Sponsorship 2 years 2,000,000VND/10,000 followers

Cost of researching and analyzing market 20,000,000VND/year

Total 71,000,000VND

 4.2. Marketing Channels

Over the course of 2022 we will launch/ramp up our use of the following channels for
educating our customers, generating leads, and developing brand awareness:
Website
Purpose of channel: Y&F’s website.
Metrics to measure success: 500 unique page views per month.

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Facebook
Purpose of channel: well know by everyone and easy to access.
Metrics to measure success: 600 likes and 200 shares
Twitter
Purpose of channel: advertise products for foreigners
Metrics to measure success: 200 retweets.
Instagram
Purpose of channel: advertise products for domestic and foreign people. Vietnam people also
like to use Instagram for online shopping.
Metrics to measure success: 300 likes and 100 orders on Instagram.

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 REFERENCE

1. Business Initiative
Goal of inititave 1:
https://hocvien.haravan.com/blogs/social-media/tong-quan-cac-mang-xa-hoi-pho-bien-nh
at-tai-viet-nam
2. Analyse Competitors
Blue: https://theblues.com.vn/
PT2000: https://pt2000.com.vn/
3. Product
T-shirt with word similar:
https://khosiquanaogiare.com/sp/ttl1018-ao-thun-tay-lo-similar-ksqa/
T-shirt with Winbeen
:https://tiki.vn/ao-thun-tay-lo-winbeen-vai-cotton-gau-rong-ao-thun-tay-lo-unisex-nam-nu-de
u-mac-duoc-p115602646.html?spid=115602666
Material:
https://hoang-phuc.com/thoi-trang/kien-thuc/vai-cotton-trang-vi-sao-duoc-yeu-thich-6561.ht
ml
Color:
https://vareno.vn/mau-sac-chu-dao-cua-nam-2022-theo-pantone-xanh-tim-very-peri.html
and https://flagman.ie/product/black-and-white-flag/
Evidence:https://www.canva.com/design/DAFUnCVfI9E/CuCjddVXZyCORGk3ZpdOZw/edit

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 APPENDIX

−This is the survey table that helped Y&F identify the target market and the chart
which concludes the target market.
https://docs.google.com/forms/d/1PqQqwskCXWqHuXwqoKX2TJ1XolFdlVa4II1f1aZ-
DSI/edit

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