Young Marketers Graduation - Canifa Repositioning - Nhóm 7

1. X
NGUYÊN KHÁNH QUANG HUẤN HUY HOÀNG

2. PROPERTY OF HIGHLANDS COFFEE - CONFIDENTIALPROPERTY OF HIGHLANDS COFFEE - CONFIDENTIAL
Share of Value
Value Share in Fashion market
2%
Canifa
Only 15% Vietnamese Fashion market’s
value share is dominated by Fashion Chains
while Independent Stores is holding biggest
piece of pie in term of market share.
83%
Others Independent
Stores & Wet-market
15%
Branded
Fashion Chains
HAUTE
COUTURE
LUXURY
MIDDLE MARKET
(40% Value Share)
Dominated by Independent
Store & Branded chains
MASS MARKET
(33% Value Share)
Dominated by Independent
Store & Wet-Market
UNORGANIZED (24%)
Dominated by Wet-Market
Canifa already
2nd place in
this segment
Middle market segments is the biggest & the most potential segment
Independent Fashion Stores within Middle Market are potential source of business
→ Aggressively convert customer from them to expand our Customer base
2018
2017
2016 49.633
54.575
60.208The Vietnamese
fashion market is highly
potential with average
growth of 10% annually
Market
Value
Store count
Nationwide Store Counts of Key Branded Competitors
in Fashion market from 2018 –2019
Implication: Set source of growth as follows Position Canifa in the Middle Market
• 70% from Independent Fashion Stores – Primary Competitor
• 30% from Fashion Chains (Share of Mind) – Secondary Competitor
Canifa positions itself as top 6 fashion chain in terms of stores count
To maximize opportunity to win in market segment, Canifa should also pay attention in
other chains competing on Share of Mind.
CATEGORY
ANALYSIS

3. MILLENNIALS ARE
POTENTIAL CONSUMERS
Millennials are not only attracted by good deals,
but also to inspiring and stylish clothes.
SEEK AFFORADABLE HIGH QUALITY
They are young adults just started to settle down
or started a career
MILLENNIALS ARE DISCERNING
35% OF THE VIETNAMESE
population are millennials
→ Shop smarter not cheaper; they seek products with most benefits at a fairer price
CONSUMERS ANALYSIS
Thanks to the positive growth of the
economy, they are gradually
spending more money for
fashion & clothing by increasing
the value & frequency they bought
Clothing is the 3rd
product type Millennials
buy the most frequently
(Euromonitor)
Millennial is the potential target segment
with large size of prize due to their dominance of population & increasing consumption expenditure
→ Expand TA to reach Millennials & Early Millennials to sustain growth in next 5 years

4. Customers have 04 KEY drivers & “confidence” is
the biggest Should we leverage this opportunity?
WOMEN FIRST
Sources: Kantar, Statista
CORE Target Segment for Canifa Business is Millennial Women
who has the highest demand for affordable high quality product for family with the largest market size
To grow significantly, Canifa must continuously penetrate in women segment to leverage potential of it
alongside with paying more attention in connecting with younger segments
Women are the main customers in apparel market, and the
womenswear category is the biggest market among all
WomenSWEAR MenSWEAR ChildrenSWEAR
28.747 20.142 9.427
bil. VND
Confidence
Comfort
Self-
expression
Recognized with
a fashionable
image
CONSUMERS ANALYSIS

5. PROPERTY OF HIGHLANDS COFFEE - CONFIDENTIAL
Canifa is having a strong force in trying to win consumers’ choice by 03 attributes
PORTFOLIO
01
Vietnamese Origin
3rd flagship that helps to increase value per
build as average check builder
• Suitable to serve the need of buying
for husband of core TA
• Help to reach broader audience: Men
→ Leverage as average check builder and
to connect with men.
Womenswear Menswear
Potential portfolio based on total market share of throat
analysis. Good to explore not just average builder but
transactions builder
• Match with TA: Moms (Women)
• Potential in building frequency based on TA behavior
→ Should build Womenswear to become 2nd flagship that
helps to widen customer base as well as increase
frequency of TA.
Kidswear
Current winning portfolio which is
contributing 43% in total revenue &
51% in total sales unit
• Lowest Price that help to recruit
users
• Easily catch attention of current TA
→ 1st flagship that Plays role as
transaction builder & customer recruiter
Implication In order to grow significantly, beside strengthen 1st Flagship,
Canifa should pay attention in Womenswear that will open opportunity for expanding customer base as well as increasing frequency of purchases
02
Fabric Expert & Top Notch Tech
03
Store Network (123 stores)
Others
98%
2%
Canifa dominates 2% of the
total market share in
Vietnamese fashion industry and
position itself as 2nd fashion brand
To grow in sustainable way
and to dominate share within
market, Canifa should
expand customer base and
flagship category based on
current core strengths
2016 2017 2018 2019
1307
1432
1180
836 Revenue was continuously
growing during 2016-2018 but
suddenly dropped in 2019 due
to seasonal/weather effects
22%
23%
51%
CURRENT PERFORMANCECOMPANY ANALYSIS

6. 01
We have room to win within Middle Segment plus trend of
organic shift from Mass Segment to Middle Segment
02
Strong force in competition among direct Competitors (within
Middle Segment) since our “Vietnamese Fabric Expert” attribute
03
We are already the champion in Childrenswear category yet have
not fully penetrated in Womenswear that is potential to explore
Urge the need for Canifa to Constantly grow by
winning Childrenswear + Menswear
&
Aggressively penetrating into
womenswear sub-cate
with a strong product proposition

7. Business
Grow Sales Revenue
To grow the total revenue of Canifa
to 2500 bil. VND by 2022
WIN MARKET SHARE
To expand into 30% of the Ready-to-
wear Fashion for Family category
Source of
Growth
70% from Independent
Fashion Stores
30% from Fashion Chains
(Share of Mind)
Portfolio Share of throat Volume:
￭ 70% from Kidswear &
Menswear
￭ 30% from Womenswear
MARKETING
Recruit New Customers
by strengthen our winning category
of Childrenswear
Increase Frequency and
value per bill of customers
by leverage the opportunity from
Womenswear

8. PRIMARY CONSUMER SECONDARY CONSUMER
Moms with young children
25 to 45 — Bullseye 28 to 35
Income: A, B, C+
Live in urban & sub-urban cities
Lifestyle
Family-oriented, prioritze husband and kids’ needs
Simple & active
BEHAVIORS
￭ Wear oversize clothes, easy to wear/can hide their body
￭ Price-sensitive, look for sales seasons
￭ Care about clothing quality with passion
PROGRESSIVE YOUTHS
22 to 30
Income: A, B
Live in urban cities
Lifestyle
Minimal & active
Casual & inclusive
BEHAVIORS
￭ Look for high-quality/durable casual clothes
to wear daily for a long time
￭ Appreciate the minimality and smartness in their clothes

9. Despite Vietnam being seen as a ‘fit country’
according to the global standards
BODY IMAGE IS A KEY TENSION
TO INFLUENCE OUR TARGET
AUDIENCES’ CONFIDENCE
￭ Over 55% of Millennials (20-39) actively monitor what they eat to manage weight
￭ Millennials are the most-concerned group in tracking calories intake (35-43%)
￭ One out of five youths from 20 to 29 is being on a diet to lose weight
BODY SHAMING IS AN UNDERLYING ISSUE
IN our VIETNAMESE CULTURE
44%
56%
▶︎ % of Vietnamese students being
body-shamed in a 2018 reserach
￭ The number of students being
bullied wins over by a simple majority
￭ 22.4% of body-shamed students
are subjected to repeated defamation
VICTIMS OF BODY SHAMING CARRY AN INTERNAL
FEAR OF JUDGEMENT INTO ADULTHOOD
▼ Millennials change
body shape drastically
due to pregnancy, change in
metabolism & life priorities
10
20
30
40
2829
36
39
Fit & Healthy
Make Money
Family Time
Fulfilling Career
▶︎ Millennials set
“Fit & Healthy” as
the No. 1 future
aspiration

10. STYLE
WITHOUT COMFORT
Style ComfortConfident
Comfort Style
Comfort
to boost your
inner mood
&
Style
to dismiss
outer critique
Then, why not choose
COMFORT
WITH STYLE
In addition to that,
no brand has
ever owned
confidence
Everyday, out tas need
to choose between
COMFORT
WITHOUT STYLE
They are…
￭ Look trendy but feef stiff to wear
￭ Unnecessarily show unwanted curves
￭ Quick to not fit your sizes
They are…
￭ Oversize to hide your body
￭ Ease for movement but not for the attitude
￭ Look plain, boring or cheap

11. CURRENT BRAND IDEA
EMBRACING VIETNAM’S
DYNAMIC LIFESTYLE
DYNAMIC + CONFIDENT =
WHAT KIND OF LIFESTYLE?
?
COMFORT
EQUITY
Fabric expert
with global
technology
20-year
expertise
in wool
Made
for
Vietnam
WE CREATE
CLOTHES
THAT MAKE
YOU FEEL
CONFIDENT
DYNAMIC
STYLE
Focused
on casual,
daily wear
Varied
assort-
ments
Active &
on-the-go
imagery
VIETNAMESE
ORIGIN

12. CONSUMER CONFIDENCE INDEX 2019
94th
156
HAPPINESS INDEX 2019 STARK CONTRAST
Vietnam is
the 4th most
POSITIVE country
but it is also the
94th most happy
IN THE WORLD
It Is well-known that
POSITIVITY
IS A VIETNAM’S CORE VALUE

13. AS A INDIVIDUAL,
we are…
PESSIMISTIC
SELF-SHAMING
UNHAPPY
FOLLOWING THE SAME PATTERN, our tAs
KEY TENSION
SELF-CONSCIOUS OF
BODY IMAGE
with (comfortable and
stylish) clothes that
make you feel confident
POSITIVE LIFESTYLE
INSPIRED BY
VIETNAMESE’S SPIRIT
AS A NATION,
we are…
OPTIMISTIC
PROUD
CHEERFUL
(Deloitte Global Millennial Survey, 2019)

14. CATEGORY TRUTH
People choose and wear clothes that
make them feel confident
BRAND TRUTH
Canifa is a Vietnamese clothing brand
that makes people feel confident and
positive about themselves
CONSUMER TRUTH
Millennials, especially moms, are
self-conscious of their body image
Insight
I want to live optimistically and happily,
however, I am often too conscious of my body
image to the point of losing confidence

15. POSITIONING STATEMENT
TO WHOM WHAT NEED DIFFERENTIATED BY RTB
Vietnamese young moms
and progressive youths
Age 22 to 45, ABC Income
Live in urban & sub-
urban cities
￭ Simple & active lifestyle
￭ Care about/be self-
conscious of body image
I always seek for clothes
that help me overcome
my body inferiority
￭ Canifa creates
comfortable-and-stylish
clothes that make their
wearers feel confident
￭ The brand leverages
the Vietnamese spirit to
encourage a positive
lifestyle
￭ Canifa’s strong equity
as a TOM comfort brand
￭ The brand’s fashion
style for a dynamic
lifestyle
￭ A fashion brand of
Vietnamese origin (#3
TOM in VN fashion brand)

16. BRAND-WAIT-FOR-IT-KEY

17. EMBRACE
VIETNAM’S
POSITIVE
LIFESTYLE
Root strengths
Competitive
environment
Target
consumer
Perso
n
ality
RTB
BenefitS
Discrim
in
ato
r
￭ Fabric expert w/ global technology
￭ Dynamic-style fashion
Young moms and progressive youths
￭ Simple & active lifestyle
￭ Self-conscious of body image
Independent stores & Fashion retail
chains in the middle market segment
I want to live positively but am too
often conscious of my body image to
the point of losing confidence
Functional Comfort-with-style
Emotional Confidence &
positive attitude towards life
￭ Positive
￭ Cheerful
￭ Confident
Comfort-with-style
clothes that encourage the
Vietnamese positive spirit
￭ TOM comfort clothing brand
￭ Current brand equity of a
brand for dynamic lifestyle
Insight
￭ Convenience (CS & store networks)
￭ Top 3 TOM in Vietnamese local brand
￭ Proud
￭ Self-rewarding
￭ Inclusive

18. THANK YOU