Thank you Huy for an excellent speech!

I’m Ngân - the company’s co-founder and business specialist. In the next section, I’m giving to you a
description of our Marketing Plan and Competitive Strategies.

1 As a business, getting customer engagement and value is the key ingredient in the marketer’s
formula for success. So, considering the potentials for generating greatest customer value profitably
and sustainably, our company defined teenagers and adults between 20 and 30 years old as target
customers. Why?
 Firstly, you see, today’s consumers are reaching for their smartphones before their
computers as the default means of shopping online. According to the report of Episerver – a
digital commerce company, over half of millennials (58%) default to smartphones when
shopping online and Gen Z followed at 49%.

It is possible for iTry to enter the market since the platform is designed to optimize online
buying activities on Smartphones.
 Secondly, in reality, most consumers want more personalized content. It’s worth noting
that a quarter of Gen Z suggests to place more of a priority on personalization in future
efforts.
 Younger generations expect content that’s tailored to their needs or preferences. And we
believe that iTry can strike expectations with its incredible features and wide-ranging
accessibility.

 Finally, these two groups of customers are expected to have regular shopping habits and
average income.
2 However, as I’m showing you the competitor analysis table on screen, 2 biggest competitors
including Shopee & Lazada offer similar products as well.

FEATURES/COMPETITORS iTry Shopee Lazada

Segmentation Gen Z, Millennials All ages All ages
Goods Clothing Diversity Diversity
AI Technology for Virtual Try-On ✓ x x
Generally, our company has more narrow segment, provides more specific goods and technology in
comparison with the others. Despite the contrast of market share, taking advantage of focusing on
customer’s demand for hi-tech trends (AI) can create absolute advantage and finally results in winning
over the segmentation.

In conclusion, while customer’s needs are met, the company benefits from partiallly approaching the
market that it can serve best and most profitably.

References:

https://www.optimizely.com/globalassets/03.-global-documents/reports/reimagining-commerce-2020-
episerver.pdf