LECTURERS: Nguyen Thi Ngoc Dung

FINAL
PROJECT
• Vũ Trần Thanh Quyên - 195040563
• Lê Nguyễn Minh Thông - 195091377
• Nguyễn Trung Hiếu - 175040174
• Phan Ngọc Hiền Minh - 175090047
• Lê Ngọc Lam - 195030623
• Bùi Hoàng Phúc - 195040005
• Nguyễn Duy Dương - 195040303
• Thân Trọng Tùng - 195040780

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 ANANAS
Marketing chanel

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 1
COMPANY
INTRODUCTION

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• With a launch date of 2017,
this Vietnamese shoe brand
has only been in existence
“
for three years. Ananas also
had the first retail storefronts
in Saigon, in addition to
manufacturing.
• Ananas goods are created
entirely in Vietnam and target
young people aged 18 to 26.

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Ananas aims to remind everyone that
"whatever you do, you need to understand
“
yourself and know what you want," with the
tagline "DiscoverYOU." The more you know
about yourself, the easier and more decisive
your life will be.
Every employee, every shoemaker, receives
the leaders' knowledge, and every shoe
created is meticulously investigated before
production. Ananas wants people to think of
her as a low-cost, high-quality shoe business
that is dedicated to helping young people as
much as possible

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Ananas’s
product

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URBAS

VINTAS

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 BASAS

PATTAS
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 2
SERVICE
CUSTOMER
SEGEMENTATION

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 Service Store
-Choosing a starting date in 2017, this
Vietnamese shoe brand has only been
developed for 3 years. In addition to production,
Ananas also had the first retail stores in Saigon

Store

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 -Ananas owns an online
sales website and is a
Other service partner with other e-
commerce sites.
-After buying an ananas
product, shoe products,
Ananas support warranty
within 06 months from
the date of purchase in
case of glue release

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 Studens find their own shoes Parents looking for shoes for their children
Service output
demand  
Service
Service Output
differences Descripton Output
Demand Level
Descripton
Demand Level

Bulk - breaking
-I'm looking for a pair of black shoes
-I'm looking for a new pair of shoes
Medium for my child to wear to school so High
to replace the old one
they don't get dirty when playing

Spatial convenience -My school is in District 3 and I'm

-I have free time so I can easily move
looking for the nearest branch to High Low
to Ananas branches
find shoes
Waiting and delivery -I order shoes on the website for my
-I don't have time to go to the store,
time so I want to buy shoes on the High
children to wear at the end of the
Low
year, so the waiting time of 3-5 days
website and get same-day delivery
is still fine for me
Assortment and
-I want to find a cheap casual shoe
variety -I need to find the 50th anniversary
High for my child to wear to school that Low
version of the Doraemon manga
doesn't have to be limited edition

Customer service -I'm studying abroad but the store's

-I like to choose my own shoes and
High don't need the staff to consult at the Low
delivery is limited
store
Information sharing -I want to learn more about -I want to buy this version of shoes.
information, materials, and designs My son's friend already wears this so
High Low
directly from the staff before I don't need to find out much about
choosing to buy a product. it

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Price Strategies
▹ All businesses ▹ As a result, having a ▹ To achieve the
consider price to be suitable pricing policy goal of becoming a
an important is especially important well-known and
competitive factor in assisting Ananas in popular shoe brand
in attracting developing an with rapid and
customers. effective business long-term growth.
strategy.

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▹ Ananas accepts prices to the extent that it
can reach a large market size throughout
the country => to stable product lines
and long-term competitive advantages.
▹ Ananas has a stable price policy;
regardless of the profit race, Ananas will
keep their price stable.
▹ Consumers' general psychology is to
compare the prices of products from
different brands before making a
decision.

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Sneaker prices for competing brands such as Bitis and One range from 700 to 1 million and a
half where the price of ananas is currently between 400 and 700 Ananas has a competitive
price advantage over rival brands.

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 ▹ Budgeting
-In phase 1: Ananas invests mainly in
“
running ads Marketing communication
costs Increased Awareness Stage
-Content Google display ads Facebook
ads Instagram ads Image contracts with
Den Vau In-kind sponsorship for
university programs Create inspirational
videos, upload them to Youtube,
fanpage.
-Increasing the Desire to Own

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Increase sales
-Promote Google, Facebook, and
Instagram Purchase articles from online
newspapers. Influencers / KOLs reviews
and promotions make viral videos that
are inspirational.
- The revenue of Ananas is estimated to be
around 5 billion VND in the first year of
campaign implementation, and 10 billion
VND in the second year. 
- The plan must include information on the
estimated return on investment in e-
marketing, such as: Benefits and expenses
are compared.
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3 Pricing strategies:

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3 Pricing strategies

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 4
A. CURRENT
STRATEGY

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•
-

-
Physical possession
“
There are 9 branches in all and the average area
of ​each branch is about 100m2
Average receive 200 orders in 1 day
- The order structure is managed through
Ananas's own application, on which the order
can be managed and processed as well as the
quantity of goods in the warehouses and has
been regularly inspected by the government.
- Ananas has cooperated with many big brands to
launch and promote in the international shoe
market such as Vans, Converse, Reebok,
Adidas,...

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“
•
-
Promotion
The sales process will go through the sales staff
to advise and have the most realistic view of the
product.
- Employees will receive two months of free
training and trial, after which they will learn each
new product model once a month.
- Sales staff will have an account in the order
management app in order to close orders more
quickly.
- To be able to work for a long time, the majority of
the sales staff must be passionate about the
Ananas tradition.

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• Nagotiation
- Ananas is not only a shoe sales “
company, but it also collaborates with
domestic and foreign shoe brands to
supply and receive shoe sole production.
Since then, the shoe's sole in particular,
as well as the Ananas brand, have been
widely worn and recognized by a large
number of people.

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• Financing
Because Ananas has its
“ •
-
Risk
We want to
own factory, its revenue represent
rotates monthly, and Vietnamese shoes
the production stage
has followed the
monthly sales schedule
over the years.

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“
• Information sharing
- Collects information on which
manufacturers’ computers can best
solve specific customers’ needs
- Store warranty information on each
customer’s product to facilitate
servicing

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 SWOT Ananas
Analysis

STRENGTHS WEAKNESSES
 Good quality, diverse design, prices  Having trouble in reading to new
vary customer
 Product 100% vietnamese shoes with  Having less loyal customer
international quality

 Shoes are considered one of the

strengths of Vietnam
 Attracting a lot of attention and THREATS
foreign investment
 Small market share, strong and wealthy
OPPORTUNITIES competitor

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• Although inferior in terms of market share,
Ananas' store system is mainly
“
concentrated in Ho Chi Minh City, so it will
be difficult for customers who want to
experience the products in the store.
• Regarding social media channels, Ananas
has a pretty good marketing strategy
compared to competitors in the same
segment as Biti's, Mot,,…. Expressed by
numbers like:

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 “
Facebook Instagram
Brand

Like Follower Post Follower

Ananas 785,996 822,563 476 195K

Biti's 372,784 387,688 359 98,7K

Một 69,266 71,627  -  -

 Competitor Matrix
MARKET GROWTH

ADIDAS

NIKE

Converse/
Vans
MARKET SHARE

Ananas
BITI’S

Một

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.
“
Problem encountered:

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Geographical
location

▹ Has only eight stores

in Saigon.

▹ Demand everywhere
nationwide.

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Human
Resources
On special occasions such as
holidays, or the discount season,
the number of customers coming
to Ananas is very large, and
human resources cannot meet
the quality of service for
customers. In stores, there will
be chaos when customers come
to buy too many goods, and
online channels will be
overloaded with orders, leading
to the website crashing and
unable to place orders.

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▹ Ananas' online packing
department receives over
200 orders per day on
average.

▹ Major holidays, New

Year's, and discount
season, more than 1000
orders from all over the
country are placed each
day.

▹ The online department is

always "in debt."

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To "repay"
orders for
customers,
the packing
department
must
always
operate at
full
capacity.
 4

E. NEW CHANEL
STRATEGIES

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• Physical possession:
“
Ananas has only one distribution method, which is
from the main website of the genuine store or going
to the direct store to buy from consumers, so in
terms of physical possession, only Ananas has
possession. 

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“
• Promotion
- The main advertising method of Ananas is
based on the social network Facebook:
https://www.facebook.com/Ananas.vietnam/
- Ananas has implemented many communication
programs such as advertising, promotions,....

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• Financing
- Free shipping nationwide
with invoices reaching the
“
specified level, applicable to all
products at a website
HTTPS://ananas.vn/ 
- Buy More - Pay Less program
applies to all Ananas products
and accessories when
purchased directly at the store
or ordered on Ananas' main
website. 

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• Negotiation
“
-  It is not
possible to negotiate or negotiate the pric
e because this is the listed price, so it
cannot be changed 
- The intermediary distribution side is not
available because Ananas hasn't
opened yet 

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• Risk
- Ananas often encounters
a number of problems
“ • Information sharing: 
- Purchase – order – Lookup
orders
- When in the process of
shipping the delivery order, - Payment method
the goods will - Promotions
be delayed even not - Delivery – Shipping
delivered to the customer. - Exchange Product warranty
-
The risk can’t be shared, an
d they have to bear all
the inventory, distribution,
and operating costs

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• Disadvantages:
“
- Currently, Ananas mainly produces warehouses in Binh
Duong and supplies stores in Ho Chi Minh City and
consumers. Delivery time in the inner city from 2 to 3
days is quite long
- For Pre-order products, the Cod payment method will
not apply but must be paid online.
- The delivery date of the products will show a successful
payment from 2 to 3 days and also change for
unexpected reasons. 

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• Solution:  “
- Optimize transit time in the inner city by setting up
- Open more stores in areas that
are likely to be in contact with the
most central areas such
a team of same-day delivery shippers 
as university
- When there is an online order, the staff will take
villages, large markets,...
advantage of closing
the order and preparing the product so that the shippers
only need to receive the goods and then deliver
the goods.
- The shipper teams are well trained in product
knowledge, friendly communication skills,
and professional advice
for customers when customers encounter problems

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• Proposal: “
- The retail channel that is currently developing can
- Create a collaborator model
for many shoe enthusiasts
who can collaborate and help
easily access potential markets, markets that Ananas
each other grow. 
may not know yet
- Vietnam's e-commerce platforms are currently
developing such as Shoppe, Lazada, tiki, TikTok,
Facebook, Instagram, ...)
- Provide  more retailers, sellers to attract  more  people 
to know.
- Create promotional combos when buying combos, you
will receive gifts, discounts, and installments that are
beneficial for both parties.

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 Chanels
“
Description Budget/Month
Same- Receive orders ,training and manage shipper, take Manager:15m
day delivery s care of orders
hippers  Delivery, guide customers to use and preserve Shipper :12mx5
products, take care of customers
Ecommerce Run ads, reply to messages, feed back, manage Digital marketing:15m
orders, set up customers on e-commerce platforms Package staff:8m(quantily
Packing goods, receiving refund orders Manage base on orders)
orders, check order status, check packaging quality, Package Manager :15m
assign work to packers

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 “
CAPITAL FOR
NEW
STRATEGY
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 Chanels
“
Description Budget/Month
Retailstoressup Work with retailers, deal with contracts, manage retail Retail manager:2x20m
ermarket experience space, help store owners build sell space

Collaborator Manage collaborators, distribute commissions, recruit Collaborator

more collaborators, manager:7m+5% sales

Cooperation Find the right partner, deal with contracts, manage retail Retail manager:3x20m
with clothing experience space, help store owners build sell
stores space ,Build customer experience ,Manage partners

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THANKS FOR
WATCHING