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Ninomax Marketing Plan

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Submitted By penny6918
Words 5898
Pages 24
Vu Huynh Thi –s3357726
Nguyen Mai Ly –s3360714
Nguyen Thanh Huong Thao – s3357633
Bach Gia Tien Dat –s3357524
G2-Kieran Tierney
Vu Huynh Thi –s3357726
Nguyen Mai Ly –s3360714
Nguyen Thanh Huong Thao – s3357633
Bach Gia Tien Dat –s3357524
G2-Kieran Tierney
MARKETING PLAN
MARKETING PLAN

Table of Contents I. Executive Summary 2 II. Introduction 3 III. Situational Analysis 3 1) Micro-environment 3 a. Marketing Intermediaries 3 b. Competitor 3 c. Customers 4 2) Macro-environment 5 a. Demographic 5 b. Economic 6 c. Cultural 9 3) Product Life Cycle 9 IV. SWOT Analysis 10 V. Objectives (SMART) 11 1) Business Objective 11 2) Marketing Objective 11 3) Product Objective 11 VI. Market Segmentation, Targeting and Positioning 11 1) Market Segmentation 11 2) Market Targeting 12 3) Market Positioning 13 a. Perpetual map 13 b. Positioning strategy 14 VII. Marketing Mix Strategies 15 1) Product 15 a. Level of product 15 b. Brand Development Strategies 17 2) Price 17 a. New-product Pricing Strategies 17 b. Product-mix Pricing Strategies 17 c. Price Adjustment Strategies 18 3) Place 18 a. Marketing channel systems 19 b. Channel Design Decisions 19 4) Promotion 20 a. Personal Selling: 20 b. Public relations: 20 c. Advertising 20 d. Sales Promotion 22 e. Direct marketing: 22 VIII. Action Program 22 IX. Control Program 25 X. Reference List 27

I. Executive Summary

Ninomaxx is established in 1998, which is a Vietnamese fashion brand. Due to an advantage of founding for many years, it becomes a well-known brand among Vietnamese consumers.

However, the emergence of other fashion brands like Blue Exchange, Foci or PT2000. This leads to a decrease in market share of Ninomaxx from 1.6 to 1.5 by 2010. This figure is much lower than Blue Exchange which is a

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