III.

CONSUMER BEHAVIOR:

Juno is a product line with diverse designs and suitable costs. Therefore, Juno likes
with all subjects including students, working people, business people or office
workers,... In Juno's strategy, they do not focus on any object, but the face can be
seen the general level of Juno fashion products as well as the number of customers
from many industries and female office workers, also known as office workers.

When it comes to Juno, people will immediately think of the following

characteristics: Elegant - Beautiful - Convenient. This brand has carefully
researched the needs of customers, this is also a necessary element for Juno fashion
to win the hearts of office ladies. Nowadays, office workers are paying more and
more attention to the combination of shoes, bags and clothes. This has helped Juno
win big when the products are all modern and very harmonious, in line with
current fashion trends.

Investing in shoes and bags, Juno chooses the mid-market segment, which is the
largest customer segment today. According to Juno's marketing strategy, their
customer group is still very large, 5 years may not be over. That's the group of
customers who have a demand for shoes with a price of over 300,000 VND and
buy at least a few pairs of shoes in a year. With this segment, currently, the
Vietnamese fashion market is mainly made of Chinese goods. Meanwhile,
consumers are very "thirst" for Vietnamese-branded products with affordable
prices and guaranteed quality. So Juno is the perfect choice for that customer
segment.

1. Market Segments:
 According to location: Viet Nam
 According demographics:
  Age: 16 – 18, 18 – 25, 25 – 40, 40+
 Income: over 5 million VND
 Occupation: students, employees, civil servant, housewife
 Gender: male and female
 According to consumer psychology & behavior, there is at least one of the
following factors:
 Customers buy randomly
 Love fashion and knowledgeable about fashion
 Passionate about shopping, addicted to shoes and accessories
 Have a need to use new shoes and fashion accessories
 Buy to give gifts to friends, colleagues, relatives…
 Received a voucher to buy products
2. Main segmentations of Juno:
After analyzing products and market segments, Juno identifies the target
market into 2 main groups at 2 age groups.
Juno's target customer table:

Factor Group 1 Group 2

Age 17 – 25 (Gen Z) 25 – 40 (Millennials)
Location In Vietnam. Especially in big cities like Ho Chi
Minh, Hanoi, Da Nang...Districts with high
population density like in HCMC: Tan Binh
district, Go Vap district, district 1, district 10,
Phu district Profits
Gender Female Male and female,
especially female
Income Average Above average
 Occupation Students Employees, students,
commuters, civil
servants and
housewives
Consumer psychology Fashion-loving and fashion-savvy people.
and behavior Shopaholics, addicted to shoes and accessories.
People who have a need to buy new shoes and
fashion accessories for personal use often. Those
who buy to give gifts to friends, colleagues,
relatives…

Focusing on the target market on the above two age groups, Juno mainly
focuses on women, middle-income customers and above, having a love and
understanding of fashion trends, and a passion for buying purchase and have
personal enjoyment needs. Especially Juno cares about the target customers
in the age group of 24-40 years

3. Differentiation:
Juno is a product of good quality and has a price for the middle-income
people. Juno has positioned its product range as well as other brands as
follows:
 Yellow - The mid-range of small and large foreign brands like
Burberry, Sergio Rossi, YSL, Prada,...=> High-end women's rich
product line with high price and high quality
  Pink - The average area of small and retail Vietnamese domestic
brands => products with stable quality at cheap prices because there is
no brand name
 Green - Average range of Chinese products with or without brand =>
Most of the products are cheap and of medium quality but with a
variety of designs

In general, Juno has a relatively clear positioning strategy for its shoe
products. In recent years. Juno has tried very hard in its marketing activities,
in order to affirm to consumers and build in customers' minds that Juno
products are high quality Vietnamese goods for women. Juno's specific
actions are as follows:

 Positioning through product characteristics: Juno's shoes are different

from other products. Juno chose to position products clearly with the
segment of women's fashion shoes, bringing a sense of luxury and
fashion. Besides, with a distinct and impressive fashion style, this
brand also gives women confidence and shines anytime, anywhere.
Not only focusing on smoothness and affordable prices, Juno products
are always well-thought-out in every detail, diverse designs, suitable
for all situations and bring a breath of domestic and international
fashion... Juno's difference from competing brands can be listed as
follows:
 Products "Made in Vietnam", honoring Vietnamese values
 Retail price in Vietnam ranges from 300,000-650,000 VND
 Honoring women: creating confidence, luxury and fashion
 Handcrafted products made by skilled craftsmen
 Location through service
  Friendly marketing staff: Juno's customer service is very well
positioned. The marketing staff always have a warm, friendly attitude
from the moment customers enter the store until they leave. Juno
made a very good first impression with the customer by greeting,
observing the customer and providing the necessary assistance.
Friendly attitude is the core factor to bring comfort to customers when
shopping
 Online staff dedicated service: on online sales channels, Juno's
customer care staff are always dedicated, trying to satisfy customers
when consulting. They are guaranteed to be highly qualified and
knowledgeable employees.
 Professional customer care and support policies: Juno positions its
services through product return support policies, even with
promotional products. At the same time, the CRM program is
personalized such as offers on customers' birthdays, loyalty card
points,...
 Positioning through images: Juno shoe brand targets the target group
of women, who have fashion style and like to update trends. This
customer group buys a lot and often, has many different types of
fashion to coordinate with each other. Grasping that trend, Juno used
the image of women, independent, brave and knowledgeable about
fashion such as Ngoc Trinh, Ninh Duong Lan Ngoc, Toc Tien.
4. Targeting of Juno:
The goal of the strategy is to create a distinct advantage in products and
services. Since then, to increase the output and market share of the Juno shoe
product line in the market, Juno clearly states the following goals:
 - The first is to improve product quality: create product differentiation.
Juno wishes to improve product quality further. Emphasis on product
quality such as durability; At the same time, create a product image of
"Made in Vietnam" - "Vietnamese people use Vietnamese goods" to
stimulate consumers
- The second is to improve Juno's customer service through good
customer care policies and improve quality. Juno's goal is to develop
service quality along with product quality.
In general, Juno chooses to orient its product strategy in the direction of the
enterprise's product diversification strategy, specifically concentric product
diversification. The basic goal of Juno's product strategy is very clear. Juno's
products are all focused on a single goal: fashion accessories for women and
are related to each other, consumed through the same distribution channel.

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