GROUP 3 - MKTE302.

MARKETING
STRATEGY OF
CURNON
 Team Members
1. Trần Gia Bảo 2012250016

2. Trịnh Hải Ngọc Anh 1913340008

3. Văn Mai Anh 2012250013

4. Võ Đức Anh 2013250006

5. Võ Hà Anh 2013250007

6. Vũ Thảo Anh 2012250015

7. Nguyễn Lê Hà Chi 2012250019

 Table of content

1. Market Analysis
2. Customer insight

3. S.W.O.T and T.O.W.S

4. Stimuli and buying behavior process

5. Recommendation
 PEST
ANALYSIS
 POLITICAL
The poli tical situation in Vietnam in
general is stable
Prime Ministers have policies to encourage
development of e-commerce.
Because of the lockdown restrictions in
COVID-19 period, Curnon has difficulty in
logistic processes
3 taxes following Government Law:
company tax, value-added tax and license
tax
ECONOMIC

GDP growth around 6% in recent year

The watch market in Vietnam is worth

around 17 trillion VND.

Few authorized retail stores and warranty

centers for watches => Great demand
with limited supply
 Social
Approximately 97 million people in
Vietnam

The Vietnam middle class has been

growing at an exponential rate, and
it would reach 26% by the end of
2026.

Vietnamese peoples are very

optimistic about their future thanks
to a stable political regime, peace,
and economic growth.
TECHNOLOGY
4.0 industrial revolution results in the technological development of
artificial intelligence, e-commerce, social media platforms, or fin-tech
Customers can benefit from smart searchers and relevant
information with products, payment recommendations
The spread use of e-commerce and social media platforms creates an
opportunity to raise brand awareness, reach more customers and
increase positive brand perception
Fintech nowadays helps customers to pay fast and easily with any
purchases or even receive sale promotions or refunds
MICROENVIROMENT
FACTORS
COMPANY 1

2016 - CURNON is the first start-

up company specialized in watches
in VietNam

2018 - this brand is widely known

when successfully appealing for
funds in Shark Tank

Currently - available nationwide

with 5 stores (Hanoi, Ho Chi Minh)
an online distribution system, and
other e-commerce platforms
COMPANY RESOURCES AND DEPARTMENT
FOUNDER

NGUYỄN QUANG THÁI TRỊNH ANH ĐỨC ĐINH QUANG HUY

CEO Chairman cum CFO R&D Director

MANAGEMENT LEVELS COMPANY CULTURE

- COO W - wow
- Sale Director H - hài hước
- Marketing Director Y - yểm trợ
- Customer Experience Director
N - nguyên tắc
- Administration Director
O - oanh tạc
- Head of Technology
T - thành thật
- Logistics Director
 To achieve the best price, CURNON need to optimize labor costs 2
and watch parts and details are shipped to Hong Kong for assembly

S
U
P
P
L
Design by Using high Buttero ultra- Construction I
VietNam team quality Miyota thin wire and assembly in E
machine made in imported from
R
Hong Kong
Japan Italy
S
3.Marketing Intermediaries

RESELLERS
- 3 stores in Ha Noi
- 2 stores in Ho Chi Minh city
- E-commerce platform (Shopee, Tiki, Lazada)
- Social networks (Facebook, Instagram)
- Website: curnonwatch.com

PHYSICAL DISTRIBUTION
FIRMS
Delivering is handled by some express
companies such as GHTK, Viettel Post, J&T
Express on a national scale
MARKETING
SERVICES AGENCY

CURNON's advertising
cost mostly for running
ads on social networks
and hiring KOLs to PR
their products

FINANCIAL
INTERMEDIATES

- E-wallet, Internet
banking to optimize
customer's payments
- CURNON also need
banks, credit companies
and cash flow from
venture capital funds to
expand their business
COMPETITORS 3

DYOSS
Design Your Own StyleS

Famous for
- Allow buyers to participate in the
production process and customize
watches by themself
Price range
- Watch: >3.000.000 VND
- Straps, cuffs: 500.000 - 700.000 VND
 VIWAT DANIEL WELLINGTON
Khoảnh khắc Việt Minimalistic and elegant
A timeless classic

Famous for Famous for

Giving out Vietnamese vibe by combining
watches with famous places of Vietnam
Price range
1.000.000 - 2.000.000 VND for a watch
- Leading the trend of minimalism
- The fastest company to grow in Europe with a
growth rate 4700% from 2013 to 2015
Price range:
- 3.000.000 - 7.000.000 VND for a watch
- Daniel Wellington also expands to sell jewelry
(rings, bracelet necklaces,...)
CUSTOMER
INSIGHT
Geography
Region: Ha Noi and Ho Chi Minh cities
Focus on urban and sub-urban areas
 GEN Z YOUNG MILLENIALS

Age: 18 - 24 Age: 25- 30

Income: <6 million VND Income: 6 - 10 million VND

Rather buy a product with

They values self-expression
affordable price providing more
Likely to choose brands/ products
benefits than others having
that reflect their personal
cheap price
identities, matter of ethical
Have favors for brands/ products
concern,...
Spend time on finding out
Easily adapt to new technology
information before purchasing
 Customer Persona
Name: Nguyen Dinh Viet
Age: 29
Gender: Male
Marital Status: Single
Occupation: Sale Manager
Income: 10 million/month
Location: Cau Giay District, Ha Noi

"I have been researching and finding different watch brands. I

would likely buy watches with high quality, simple but elegant
design which suitable for my job. I don't wanna look not too old
and still update with the new brands, generation as well.

The watches with well-known brands, long warranty and have

brand stores is suited me most."
Customer Persona
"I enjoy surfing the Internet and
shopping online. I want to find
watches that look classy but still
Name: Tran My Linh luxurious that fit my style and
Age: 19 characteristics.
Gender: Female However, I don't have
Status: In a relationship enough money to afford
Occupation: College famous foreign brands but I
Student really like the idea of
Income: 2 million/ month choosing local brands with
Location: Dong Da District young, talented start-up
generation"
Customer Insight

"I want to own a well-known watch band with the

young spirit, elegant design - high quality and
affordable price. It's great to use and develop
Vietnam brand but I still want to have a unique
breakthrough in the design following "Made in
Vietnam"
S.W.O.T
with
T.O.W.S
analysis
 (S) Strengths
S1: The first Made by Vietnam watch brand
S2: Launch products quickly
S3: 5 stores in 2 big cities (HN and HCM)
S4: Large network of KOLs and influencers
(W) Weaknesses
W1: Focus on expansion not quality
W2: Lack of innovation
W3: Young, inexperienced leadership team

S-O: Maxi Maxi W-O: Mini Maxi

(O) Opportunities
O1: Large market size
S1 + O2: Diversifying models W1 + O3: Developing products on online platforms
O2: No Vietnamese official
S2 + O1: Producing more products W2 + O2: Design more Vietnamese related products
watch brand
S4 + O3: Search and cooperate with KOLs and
O3: High level of social
influencers
media usage by customer

S-T: Maxi Mini W-O: Mini Mini

(T) Threats
T1: Foreign brands
T2: Replica products
S1 + T1: Create superior values W2 + T1: Promote breakthroughs in products
S1 + T2: Spreading authentic brand image W3 + T1: Emphasize the spirit CURNON
 Stimuli and
Buying behavior
process
Customer behavior Buyer Decision Process
1. Needs Recognition
- An jewelry to ear in occasions, daily life
Stimuli - Reasonable choice for gifts

Product: Curnon Watch 2. Information search

Price: >2 million VND
Promotion: many sale off campaigns
Place: online, offline (3 stores HaNoi, 2
stores Ho Chi Minh)
Word of mouth, public advertising, crowd
effect, KOLs,...
Variety seeking buying
behaviors
- There are many different brands range from
low class to first class
- Low involvement but significantly brand
differences
- Consumers do quite a lot of switching
- Website online /go to brand-stores
- Search the information on Internet,
Social media, blogs of influencers,...
- Reviews from friends, other customers,..
3. Evaluation alternatives
- Consider some factors (style, price,
warranty policy, brand's reputation,...)
4. Purchase decision: online/ offline - ask
seller to confirm/ payment methods
5. Post purchase behavior
- Evaluate watch (satisfy or not?)
- Exchange, return policy
- After sale service: discount, free
cleaning, insurance,...
 CURNON TOUCH POINTS
Search Engine Online support
Delivery
Word of mouth
Website/ Landing page
Loyalty
Read reviews/
KOLs, Thanksletter Program
Sale Promotion feedback
Inflluencers Promotion

Offline Product Catalogs Product

Social Media
TV ads
PURCHASE feedback LOYALTY
Blog/ Group
engagement
Surveys
Online
(Ecommerce,...)
 RECOMMENDATION

Adding Create superior, Increasing the Developing and

Vietnamese different values quality of optimizing
collections or when compared watches shipping/logistic
making limited with foreign processes in
watches with brands by different areas in
new line unique design Vietnam
product products
Thank you for listening!