ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2. Marketing Planning and Processes

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Phan Nguyen Lam Nhien - GBD210934

2. Le Thi Thu Hien - GBD210299

Group number:
3. Le Thi Kieu Diem - GBD210550

4. Nguyen Thi Thuy Trang - GBD210606

5. Phan Thi Kim Yen - GBD210471

Class GBD1010 Assessor name Mr. Nguyen Xuan Tho

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Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false
declaration is a form of malpractice.

P3 P4 P5 M3 M4 M5 D2 D3 D4

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 OBSERVATION RECORD

Student 1 PHAN NGUYEN LAM NHIEN

Description of activity undertaken

WRITE:

4.3.1. Product

4.3.2. Pricing

4.3.3. Place/Distribution

4.3.4. Promotion

4.3.5. People

4.3.6. Process

4.3.7. Physical Evidence

Assessment & grading criteria

How the activity meets the requirements of the criteria

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Student
Nhien Date:
signature:

Assessor
Date:
signature:

Assessor name:

Student 2 LE THI THU HIEN

Description of activity undertaken

WRITE:

2. Introduction to H&M group

Part A: Comparison of marketing mix strategy applied by H&M

1. The 7Ps strategy applied by organization H&M and ZARA (P)

2.2 Review of competition

DO: slide

Assessment & grading criteria

How the activity meets the requirements of the criteria

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Student
Hien Date:
signature:

Assessor
Date:
signature:

Assessor name:

Student 3 LE THI KIEU DIEM

Description of activity undertaken

WRITE:

4.1. Target Segnment

4.1.1. Market Segnemntation

4.1.2. Evaluating market segments

4.1.3. Selecting target market segments

4.2. Positioning and Differentiation Strategy

Assessment & grading criteria

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How the activity meets the requirements of the criteria

Student
Diem Date:
signature:

Assessor
Date:
signature:

Assessor name:

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Student 4 NGUYEN THI THUY TRANG

Description of activity undertaken

WRITE:

1. Introduction to report.

Part A: Comparison of Marketing Mix Strategy applied by H&M.

2. Advantages and disadvantages of Zara and H&M’s 7ps strategy.

Part B: MARKETING PLAN.

1. Executive Summary.

2.1 Market analysis.

2.1.2 Growth potential

2.1.3 Market trends

2.1.4 Bussiness enviroment

2.1.5 Custumers segmented

2.3 SWOT analysis.

3. Marketing Plan objectives (based on SMART). [3.1/3.1.1/3.1.2/3.1.3/3.1.4/3.1.5/3.2].

6.2 Monitoring and performance mechanism

Conclusion.

FIX:

1. The 7Ps strategy applied by organization H&M and ZARA (P)

Format: all

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Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Trang Date:
signature:

Assessor
Date:
signature:

Assessor name:

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Student 5 PHAN THI KIM YEN

Description of activity undertaken

WRITE:

5. Action plan and marketing budget

6. Controls and Mornitoring

6.1 Measuring the Marketing Performance

DO: slide

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Yen Date:
signature:

Assessor
Date:
signature:

Assessor name:

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 Summative Feedback:  Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

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Contents
INTRODUCTION ....................................................................................................................................... 13

1. Introduction to report ..................................................................................................................... 13

2. Introduction to H&M Group ............................................................................................................ 13

Part A: COMPARISON OF MARKETING MIX STRATEGY APPLIED BY H&M ................................................. 15

1. The 7Ps strategy applied by organization H&M and ZARA (P) .......................................................... 15

2. Advantages and disadvantages of Zara and H&M 7ps strategy (M): ................................................. 23

Part B: MARKETING PLAN ........................................................................................................................ 23

1. Executive Summary ......................................................................................................................... 23

2. Situation Analysis Fashion Industry .................................................................................................. 24

2.1 Market analysis .......................................................................................................................... 24

2.1.1 Market size in Vietnam ....................................................................................................... 24

2.1.2 Growth potential ................................................................................................................ 26

2.1.3 Market trends ..................................................................................................................... 27

2.1.4 Bussiness enviroment ......................................................................................................... 28

2.1.5 Custumers segmented ........................................................................................................ 29

2.2 Review of competition ............................................................................................................... 30

2.3. SWOT analysis .......................................................................................................................... 33

Figure 10: H&M SWOT Analysis (EdrawMind, 2022) .................................................................. 33

3. Marketing plan objectives (based on SMART) .................................................................................. 34

3.1. Analyst business objective of H&M ........................................................................................... 34

3.1.1 H&M’s business philosophy ................................................................................................ 34

3.1.2 H&M’s business strategy goals ............................................................................................ 35

3.1.3 H&M’s competitive advantage ............................................................................................ 35

3.1.4 The scope of H&M business strategy .................................................................................. 36

3.1.5 H&M business strategy activities ........................................................................................ 37

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 3.2 Propose marketing objective for H&M (SMART analysis) ........................................................... 37

4. Marketing Strategy .......................................................................................................................... 39

4.1. Target Segnment ...................................................................................................................... 39

4.1.1. Market Segnemntation ...................................................................................................... 39

4.1.2. Evaluating market segments .............................................................................................. 40

4.1.3. Selecting target market segments ...................................................................................... 41

4.2. Positioning and Differentiation Strategy ................................................................................... 41

4.3. Marketing Mix 7Ps strategy ...................................................................................................... 42

4.3.1. Product .............................................................................................................................. 42

4.3.2. Pricing ................................................................................................................................ 45

4.3.3. Place/Distribution .............................................................................................................. 47

4.3.4. Promotion .......................................................................................................................... 48

4.3.5. People ................................................................................................................................ 52

4.3.6. Process .............................................................................................................................. 55

4.3.7. Physical Evidence ............................................................................................................... 57

5. Action Plan and Marketing budget................................................................................................... 59

6. Controls and Monitoring.................................................................................................................. 59

6.1. Measuring the Marketing Performance .................................................................................... 59

6.2 Monitoring and performance mechanism .................................................................................. 61

CONCLUSION........................................................................................................................................... 61

REFERENCE.............................................................................................................................................. 63

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 INTRODUCTION
1. Introduction to report

H&M will introduce new items to advance the company's marketing objectives, growth plans, and
product positioning in order to gain domestic market share and strengthen brand position in
comparison to rivals. export products to the Vietnamese market at home. As a member of the H&M
marketing team, we investigated the rivalry between H&M and other significant corporations and
created a thorough marketing plan for the company's new product. In other words, there will be two
key sections to this report: Planning marketing for H&M to accomplish marketing goals and support the
company's marketing campaign involves examining how H&M and rivals employ the components of the
marketing mix to achieve overall business goals.

2. Introduction to H&M Group

Figure 1: Logo H&M (H&M group, 2022)

H&M was founded in 1947 by tycoon Erling Persson in Vaesteras, Sweden. The first establishment is a
women's clothing store by the name of Hennes. To expand men's fashion, Erling Persson acquired
Mauritz Widforss in 1968. Since then, the business has changed its name to Hennes & Mauritz, or HM.
HM has so far produced and traded fashion items for all demographics, including men, women,
teenagers, and children. In 1974, HM was listed on Stockholm stock exchange. In 1976, the HM brand
appeared in the UK. In the 1980s, HM's name spread throughout all of Europe from Northern Europe.
The first HM store in North America opened its doors in 2000 on Fifth Avenue in New York. With the
opening of its first location in Dubai in 2006, HM started to penetrate the Asian market. South America
has become the latest region to have HM outlets as of March 2013. With the help of small-scale

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manufacturing, HM entered the African market in January 2014. Up to this point, HM has 3610 stores
spread over 58 different nations. HM operates online in 21 countries, of which the most concentrated in
Germany with 416 stores. HM has a total of 800 large and small factories, 3,500 stores and nearly
100,000 employees. H&M is a fashion brand that always provides the newest trends and inspiration for
everyone. Customers will discover everything they need, from designer fashions and one-of-a-kind
designer collaborations to budget-friendly wardrobe basics, finishing touches, and inspirational fitness
apparel. All styles and seasons are welcomed! H&M, however, offers more than just clothing. H&M gives
not only the opportunity for everyone to discover their particular style but also the potential to
contribute to the development of a more sustainable fashion future because affordability, quality, and
sustainability are rooted in its DNA. (H&M group, 2022)

MISSION: The H&M mission statement is "to make fashion accessible and enjoyable for all." In the past,
runways, red carpets, and television were the only places where the general public could witness high
fashion. You won't discover high fashion in your own closet or on random people you see walking along
the street. However, as the H&M mission statement makes clear, this multinational clothing
conglomerate wants to change all of that (Edraw mind, 2022).

VISSION: The H&M vision statement is "to lead the change towards circular and climate positive fashion
while being a fair and equal company." The H&M vision statement is made up of three primary parts, all
of which accurately express the long-term objectives that this clothing company aspires to in the future.
Let's examine each of these three elements separately (Edraw mind, 2022).

CORE VALUE: H&M is a multinational corporation with thousands of employees all over the world, and
its workforce is extremely diverse in terms of their backgrounds, personalities, and political and social
views. Nevertheless, despite the unavoidable variations, H&M is united by these guiding principles,
which characterize the company as a whole and are demonstrated in all of its operations (Edraw mind,
2022).

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 Figure 2: Statement analysic (Edraw mind, 2022)

Part A: COMPARISON OF MARKETING MIX STRATEGY APPLIED BY H&M

1. The 7Ps strategy applied by organization H&M and ZARA (P)
Compare 7Ps strategy applied by organization H&M and ZARA.

H&M
ZARA

1. Product Worldwide, the H&M group operates One of the top luxury fashion brands in
strategy a variety of retail establishments. The the world is Zara. Products from Zara are
business sells quick fashion items for available for kids, women, and men. It
kids, ladies, and men. The brand first provides shoes, bags, tops, skirts,
presented its apparel, then moved to knitwear, T-shirts, jeans, and other
other fashion products, creating a clothing and accessories. These are all
diverse product portfolio. components of Zara's product strategy.

Today, H&M produces and markets Anyone looking to purchase formals or

apparel as well as accessories, casuals may do it here in one place. Zara

cosmetics, and luggage. Additionally, offers a variety of styles from which to

these products fall into a number of pick. Every year, it introduces at least
categories that cater to certain 10,000 new designs. Both the general

demographics and offer goods of public and high end fashionistas love

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 variable quality. Because H&M Zara's items. The range of items is
focuses on improvement and bringing influenced by the target market's
new trends through its products, preferences. In order to offer the finest
which increases its consumer base current trends, Zara also collaborates with
globally, women, men, and children local talent. The company prioritizes
from all over the world have trusted modern designs and makes sure to
the firm for their quick fashion regularly update its inventory for
demands. (Bhasin, 2019). customers. Zara is devoted to reducing
trash creation and believes in sustainable
development. Both the hangers and the
security tags are recycled. Paper or
biodegradable plastic bags are used by
Zara to package and distribute its items.
Some of Zara's products are made from
environmentally friendly materials like
organic cotton. These products feature a
special and distinctive label that is simple
to recognize. (MBA Skool, 2021)

1. Pricing H&M offers high quality clothes at a Zara’s products are high on fashion and
strategy premium price. GAP and Zara are two low on prices. In comparison to other
of H&M's main rivals. As part of its worldwide businesses that compete with
marketing mix pricing strategy, H&M it, Zara offers the newest fashion at
products are priced relatively lower significantly reduced costs in all of its
than those of both of these brands. stores abroad. Zara employs a strategy of
These are brought on by H&M's low prices. Because it doesn't spend a lot
decreased manufacturing and of money on advertising and raw
shipping expenses (Main focus is given materials, it can afford to do that. In
on cost minimization). H&M offers a comparison to its competitors, it has an
wider range of products than Zara. On overall low cost structure. The pricing at
average, H&M products cost $25, Zara vary by nation. The company markets
whereas Zara items cost $45. Young itself as a producer of reasonably priced,

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 people are drawn to high quality and high-quality clothing. Their products are
significantly reduced pricing, which individually tagged in each market locally.
increases sales for the company. The target price that consumers are
(MBA Skool, 2021) willing to pay is determined by Zara's
market-based pricing strategy. The
production budget based on the desired
price. As a result, every item's profit
margin is fixed. This provides information
on Zara's price and marketing mix
strategy. The company employs a number
of strategies to promote sales. Zara offers
modest discounts throughout the year
and two much anticipated deals with
discounts of 50% or more each. (MBA
Skool, 2021)

2. Place & Through its exclusive stores, which are With stores in almost 90 countries and
Distribution spread out across major cities across more than 2200 outlets, Zara has a huge
the world, H&M offers its goods (4135 global footprint. Additionally, Zara
stores). Due to regulatory conducts business online. The brand is
requirements in some nations, H&M now available on several multi-retail
sells their items through partners in online purchasing platforms thanks to the
franchising. It also makes its products expansion of ecommerce. These all cover
available through online shops, where the brand's role & distribution plan in the
customers may browse the selection marketing mix. The business is vertically
and pay for them using a credit card. integrated. Zara's competitive advantage
Your specified address receives the comes from their supply network. It
delivery of the goods. Selected employs its distinctive business strategy
merchants across the world and to launch new goods and trends on the
freestanding locations, including its market as quickly as feasible. Based on
flagship location in London, sell Cheap the store's sales information and the
Monday products. In order to keep preferences of the customers, store

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 costs down, the goods are produced managers send orders to the corporate
in nations with inexpensive labor. office twice a week. The production hub
H&M and its other brands create their receives the order once it has been
clothing with their target market in assembled by the commercial team. In-
mind. H&M has developed an house designers and the commercial team
excellent supply chain over the years. collaborate to identify emerging trends
The delivery time is instant and the and create fresh goods. Small batch
transportation costs are kept at a production of new products helps them
minimum. The manufactured clothes maintain uniqueness. The majority of Zara
are transported to the warehouse locations are corporately owned and not
from where they are distributed to franchised. This assists in maintaining the
various stores. (MBA Skool, 2021) Zara shopping experience, whether
customers are in London, Paris, or New
Delhi. The stores are in upscale areas and
have a big, contemporary appearance
with walls mirrors and top-notch lighting.
(MBA Skool, 2021)

3. Promotion Depending on the needs, H&M Zara spends very little money on
& Advertising promotion differs in each nation. advertising. It is renowned for being
strategy H&M advertises on billboards, in media-averse. Even the owner never
magazines, at fashion shows, and on grants interviews to the media. It doesn't
social media platforms worldwide. run any extravagant advertising efforts, in
H&M is particularly active on its digital contrast to its rivals. This explains why
platforms, including its website and Zara's television advertising aren't
app, which engages with its present. However, its outdoor advertising
customers, since digital media has is captivating and emphasizes the fashion
grown to be an enormously essential trends that young people find appealing.
channel for promotion. They also use Zara's rapid processing time, wide
celebrity endorsements to market selection of styles, and reasonable prices
their business internationally. They make them stand out from the
are also quite involved in CSR competition. Instead than using pricey

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initiatives, which undoubtedly raises marketing methods, it focuses on social
the value of their brand (Bhasin, media and word-of-mouth advertising.
2019). The H&M Group uses a multi- Zara has a remarkable social media
channel promotional strategy as part presence. It has 30 million Facebook fans
of its marketing mix because it has a and 45 million Instagram followers. It's
broad range of products that cater to noteworthy to note that Zara doesn't
various market segments. brand their merchandise with its logo. The

• TV commercials: H&M produces majority of money at Zara is preferred to

imaginative commercials that go toward opening new stores. The

highlight its most cutting-edge company invests money in both the

designs. Every company makes its expensive real estate and its stores'
own marketing choices. To raise interior design. Zara thinks that their

awareness, the commercials are aired storefronts serve as adequate ads and

frequently on networks that are that they do not require any further.

primarily watched by young people. marketing to promote their goods. The

• YouTube: H&M has a dedicated Zara marketing mix is now complete.

YouTube account where it creates (MBA Skool, 2021)

original ad campaigns to interact with

its audience.

• Digital marketing: To turn potential

customers into customers, it engages
in excessive search engine marketing
and social media marketing.

• Coupons and discounts: During the

end-of-season sale, coupons and
discounts are provided. Both online
and offline retailers are able to offer
the discounts.

• PR: The first H&M store in India was

inaugurated by Parineeti Chopra. Such
stunts give the business instant

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 notoriety.

• Collaborations with pop artists and

athletes, as well as high-end designers
and style icons.

• Sponsorships: H&M negotiated a

deal with The Weeknd, sponsors
Caitlyn Jenner, sponsors Musee Des
Arts Decoratifs.

• CSR: Planet, Education, Water, and

Equality

Young children who can serve as role

models were also encouraged by the
brand as part of its social
development awareness.
Here are the final three Ps to
complete H&M's 7Ps marketing mix
since this is a service marketing brand.
(MBA Skool, 2021)

4. People At every level, H&M staff receive Zara is a mid-value point lifestyle brand
excellent training. The workplace that successfully maintains a customer
culture is quite contemporary, and base that transcends age, socioeconomic,
staff rotate through each area. This and regional barriers. The ideal Zara
encourages innovation and the customer is a sophisticated, international
development of the best attire. H&M woman (Ukdiss, 2021).
collaborates with numerous apparel
designers throughout the world to
create the newest fashion trends.
Employees have a variety of
backgrounds and talents. Employee
professional and personal growth is
strongly encouraged. (MBA Skool,

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 2021)

5. Process Customer relationship management is Zara has a creative assembly technique

highly valued. By providing them with that enables them to respond quickly and
superior service and offers, staff put out clothing to its stores. The Zara
members are trained to keep highly Design Group delivers 18,000 different
profitable consumers. The staff at clothing models every year, or around 70
H&M makes every attempt to address per working day, in an ongoing process. In
issues as soon as possible. Customers' just 4 weeks, their product gains
questions are answered by calling a customers. Zara's process development
customer service number. Employees makes this company swift and sensitive to
at H&M stores assist shoppers in the market, which is all anybody could
choosing the right goods. Because of possibly need to maintain their top spot
the speedy service and delivery, there among design companies (Ukdiss, 2021).
are many delighted customers. The
organization is utilizing artificial
intelligence to better understand its
customers' demands and highlight the
best products online as a component
of growing its business. (MBA Skool,
2021)

6. Physical H&M locations have wonderful The display window in front of the Zara
evidence atmosphere, proper lighting, and shop serves a few key purposes, including
friendly employees. The clothing is luring consumers inside and allowing
designed to give a classy appearance them to see the variety of products.
that appeals to customers. The goods Inside Zara uses the standard Free-Form
are top-notch and in line with current (or Boutique) Layout, which makes the
trends. H&M is expanding customer feel more comfortable and
internationally and diversifying its makes browsing easier. Mannequins and
portfolio. It participates in PR exhibits inside the shop that are not
operations to generate buzz in the supported but are meant to attract
marketplace. For instance, celebrities visitors' attention and guide them through

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 were invited to the launch party, the space Zara uses a variety of
which generated buzz among atmospherics to provide customers a real
consumers. Customer involvement shopping experience. They broadcast
with the company is aided by the songs from a Zara satellite radio station
brand's constant acceptance of user (Ukdiss, 2021).
tales and suggestions. In light of this,
the H&M marketing mix is complete.
(MBA Skool, 2021)

SUMMARY:

The overarching objective of H&M is to provide its customers with outstanding value by offering fashion
and quality at the lowest feasible cost. H&M has long been a leader in market segmentation based on
potential customers, concentrating its advertising efforts on the target customer tier to increase sales.
Protecting the environment by teaching customers on the value of wearing clothing that is manufactured
with the objective of raising awareness is the long-term goal of this collection as well as a goal that is
always present in the legendary fashion house H&M. With the intention of attracting customers with
various needs and budgets, H&M Group has been clever in developing different sub-brands inside the
7Ps, such as Cheap Monday, COS, Weekday... Users will have additional options as a result while using
and purchasing the products. Instead of wasting time and energy looking for the fashion that customers
want at other stores, H&M Group has developed a strategy to become a convenient solution for them.
Price plays an equally important role in attracting new and devoted customers to the H&M line of
products as well as to fashion in general. When compared to other fashion companies, H&M has very
affordable average product prices. The product's price is reduced via advertising strategies to an
improbable low level. Additionally, this fashion company is more accountable and successful in providing
training to all levels of workers. This is useful for luring customers with offers of friendship and love. The
products of the collection are displayed by mannequins in two locations that are regarded to be the
easiest to see and encounter: the glass outside the door and the center of the store. Nearly all stores in
the nation have beige walls and white doors. Customers can see how the products are arranged and
whether the colors coordinate or not, which is a brilliant strategy for attracting new clients. Additionally,
this is the quickest approach to draw the user's attention to the collection. In fact, a large number of
people will be going through each day. Customers will be more likely to try new products as a result, and

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repeat purchases will happen more frequently. The percentage discount approach is also frequently used
in huge promotions. The higher the price is marked down from the original price, the more potential
customers H&M will draw in by promoting sales and making money. Since satisfied customers will also
contribute to H&M's successful business, the marketing strategy constantly puts the requirements of
customers first.

2. Advantages and disadvantages of Zara and H&M 7ps strategy (M):

First, let's talk about product design. H&M recently launched the Co-Exist Story collection, a line of eco-
friendly clothing made entirely with natural materials instead of animal hair. H&M's latest collection is
created in a decadent style that recalls the past. For comparison, rival Zara launched the Lime Glam
collection, which includes eight designs for Zepeto's playground and game-inspired apps aimed at the
vast majority of young people. The second is related to price. It can be seen that Zara's price fluctuates
much less than H&M's, showing that H&M's level of investment and refinement for this collection is
undisputed. The third model concerns Zara's global coverage outperforming H&M. First of all, H&M has
5 stores in Vietnam while Zara has only 2. In particular, this collection of both brands is offered in person
and online. Fourth, the promotion model of rival Zara only focuses on store locations and in-store
displays, H&M focuses on offering promotions to attract customers such as Black Friday, gift vouchers or
discounts. for newly launched products, thus being close to customers while low-cost new products
giveconsumers a better view of the new collection. Both companies for 'Process' focus on infrastructure
and high quality stores. Finally, about 'People', H&M and Zara are equal in terms of human resources,
quality and training.

Part B: MARKETING PLAN

1. Executive Summary

For the launch campaign of a new product line called HEULWEN, our marketing team will execute a
detailed plan. The primary responsibility is to assess the market environment, rivals, and target
demographics in order to set objectives for new product lines. The first step is to examine the
Vietnamese fashion market to determine the extent of consumer interest in the sector and its trends.
Additionally, it is crucial to pinpoint the client demographic that H&M wishes to reach. Second,
competition analysis to determine H&M's position in the fashion industry. Then, in preparation for the
launch of the suite, our marketing team produces a SWOT model—a list of the project's strengths,
weaknesses, opportunities, and threats. This line of environmentally friendly apparel. By comprehending

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the context of the target client and developing particular marketing objectives about the target
customer group, or the market the firm wishes to target, we will finally move on to defining the target
for the HEULWEN collection. location, price, routes of distribution, public relations efforts, the layout of
the shop, staff training, and sales procedure. These follow the SMART model and are consistent with
H&M's current business objectives. The new product line will be better able to satisfy and live up to
potential customers' expectations with a well-designed marketing strategy. As a result, H&M is able to
more strongly assert its position in the Vietnamese fashion market and perhaps outperform rivals to win
over fashion-conscious consumers.

2. Situation Analysis Fashion Industry

2.1 Market analysis

H&M gathers data via a variety of means, including surveys, focus groups, and market research, on
circumstances that might have an impact on the market. A market survey is conducted by H&M in order
to assess the market's attractiveness and learn about its changing opportunities and dangers, for
instance in connection to the company's strengths and weaknesses (Ukdiss, 2021).
2.1.1 Market size in Vietnam

Because of the effects of the pandemic, sales in the Vietnamese fashion market fell by more than 10% in
2020 compared to 2019. where apparel continues to contribute significantly to sales, accounting for
more than 50% of overall industry revenue. When consumers develop the habit of buying online,
communication channels and online commerce have both expanded significantly. Lazada leads the pack
of online fashion buying channels in terms of revenue, followed by Sendo, Facebook, Tiki, etc
(Viracresearch, 2021).

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 Figure 3: Revenue in Viet Nam fashion market (Viracresearch, 2021)
The age group of young people who spend the most on fashion is 25 to 34. This makes sense given that
young people are always interested in and willing to invest in their looks. Additionally, this is the group
that swiftly adopts new fashions and whose shopping habits are shaped by celebrities and the media.
Particularly, Vietnamese women spend more on fashion than men do, with that percentage expected to
exceed 50% by 2020 (Viracresearch, 2021).
Market share of some typical fashion companies.
International companies like H&M, Zara, Uniqlo, and others are steadily dominating the Vietnamese
market (Viracresearch, 2021).

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 Figure 4: Market share of Vietnamese clothing and footwear enterprises 2020 (Viracresearch, 2021)

As customers reduced their spending in 2020, the average revenue per product somewhat fell. based on
a study conducted by Asia Plus. Price is usually a more important consideration when it comes to
Vietnamese consumers' fashion consumption habits than brand popularity, and the impact of the
pandemic has resulted in a significant drop in luxury sales (Viracresearch, 2021).
2.1.2 Growth potential

"Sales growth for the H&M group during the quarter may be attributed to well-received collections that
saw a rise in full-price sales and a decrease in markdowns. We are completely focused on satisfying
consumers' rising expectations for cost-effective and sustainable fashion thanks to a well-positioned
customer offering and mutually supportive physical and digital sales channels "CEO Helena Helmersson
made a statement. In the second quarter of the current fiscal year, gross profit reached 29.84 billion
Swedish Krona (2.79 billion euros), while gross margin increased to 54.8% from 53.9%, equivalent to the
same period of fiscal 2021 (WorldFootwear, 2022).

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2.1.3 Market trends

Figure 5: H&M

Figure 6: Sales of the H&M Group worldwide from 2006 to 2021 (Smith, 2022).
H&M has been in operation for 70 years, so it is hardly a fresh player in the fashion industry. They have
however succeeded in becoming recognized as the industry's leader. H&M strives to be a leader in

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sustainable, ethical fashion in addition to being a key supplier of current trends at competitive prices, or
so-called fast fashion. This alone persuades us to take a deeper look at H&M's current marketing
approach. H&M has maintained the popularity and relevance of its fashion brand despite decades of
fierce competition. The Swedish textile powerhouse has become an icon of "quick fashion" thanks to its
motto of high quality at affordable costs. H&M uses cutting edge marketing to ensure that they are
ready to take on emerging trends within their target audience (Ramsenthaler, 2022).

Figure 7: Number of stores of the H&M Group worldwide as of 2021 (Smith, 2022).
2.1.4 Bussiness enviroment

After Zara and Gap Inc., The H&M Company is the third-largest fashion house in the world. The
corporation is worth more than $45 billion on the market. The business, which has more than 2000
locations throughout the world, is now the industry leader in the fast fashion sector of the market (H&M
Company 2015). Customers of all ages who are interested in fashionable clothing are the company's
target market. The business focuses on low-cost, fast-fashion items for girls, boys, and adults (H&M,
2022).

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2.1.5 Custumers segmented

Figure 8: H&M and Zara’s gender segmentation (Phong, 2017).

Consumer needs change as they become older. As a result, businesses always have a tendency to offer a
selection of goods that usually cater to the demands of a specific age group. The customers are
combined based on their age, taking into consideration how they demonstrate comparable needs and
react to market activities. This investigation led H&M to decide to focus on the younger generation,
especially those between the ages of seventeen and forty. This age group accounts for more than 75%
of the market for fashionable clothing (IvyPanda, 2022).

The company will specifically target ladies between the ages of seventeen and twenty-five. The
company will also concentrate on younger guys, between the ages of 18 and 30. The company mostly
targets younger generations of both genders. The younger generations account for around 63% of the
global garment market (IvyPanda, 2022).

Market segmentation based on revenue is typical among businesses. Most businesses, especially those
that provide high-end and stylish goods, target clients that have high incomes. H&M, however, caters to
both high- and low-income clientele. In other words, both high- and low-income consumers are drawn
to the company's products (IvyPanda, 2022).

29
2.2 Review of competition
The difference of 3 companies H&M, Zara, Uniqlo.

H&M ZARA UNIQLO

Target audience Divided into classes - from the middleThe Zara target market Both male and female, age
class to the upper class. includes women and men, 18-40

Age Segmentation - Includes all mainly younger adults in (Uniqlo, 2022)

genders from age group 15 to 30 the age range of 18 to 40.

years old. (Pham Han, 2022) (Bota, 2019)

Positioning “Affordable clothing and accessories “Cheap quick fashion” “Made for all”
retailer for trendy clothes”.

Offering Men's and women's clothing, Clothing, beauty and Clothing

dresses, bags, shoes, perfumes and perfumes, accessories,
fashion accessories. shoes, swimwear.

Key competitive H&M has become one of the leading ZARA has chosen fashion Uniqlo has a clear vision of
advantage fast fashion companies using its trends in a smarter way by its brand. Its fabric
supply chain and techonology as core creating a supply chain that innovation and in-house
competitive advantages. responds to trends more design provide exceptional
quickly. This has made theirand unique functional
success in many European performance. Uniqlo
and Asian countries. provides “made for all'
clothing that can be worn
whenever and wherever. It is
not, like some competitors, a
firm that sells copies of the
latest runway fashions.

Sales channels Website, stores Online stores, stores Stores, online stores

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shipping FREE STANDARD SHIPPING OVER $50 Standard delivery - 5.95 $7.99-22
USD / FREE FOR ORDERS
OVER 50 USD (applicable to
non-discounted items only)

Strength Effective Strategy Fashionable clothing 1. Uniqlo is Japan's leading

Global Presence Global reach clothing retail chain in terms

Competitive Pricing Brand valuation of both sales and profits.

Variety of Products Fast and efficient 2.The company also

production operates innearly 15

Valuable brand
countries worldwide
Strong Online Channels Affordable prices
3.Offer very discounted
Efficient Supply Chain Spacious stores
prices which increase footfall
Community-Centered Approach Visual merchandising
in store
Sustainable manufacturing
4.Strong presence in
international market

5. Uniqlo had begun

outsourcing their clothing
manufacturing to factories in
China where labor was
cheap, a well-established
corporate practice
6. A strong workforce of
over 30,000 employees

Weaknesses Overdependence on Outsourcing Inadequate supply chain 1.Despite being a popular

Controversial Products Limited advertising brand it has a limited brand

Uninspired Fashion Insufficient product recall

information 2.Bargaining power of

customers is high hence
brand switching affects value

Opportunities Diversify Products Wide global market 1.Good brand image could

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 Exploit e-Commerce Fully Online channels leverage on that and

Focus on Emerging Markets Creating a trademark increase product portfolio

Expand through Acquisition and design along with clothing

Mergers 2. The brand can promote

itself by viral advertising and
aggressive social media
usage

3.High opportunity in
campaign in various sports
events

4. Increase global presence

Threat Impending Recession Fast fashion competition 1. Increasing competition

Intense Competition Imitations and fakes from domestic market and

Increase in Counterfeits COVID-19 pandemic global players

Rising Operation Costs 2.Strategic cost leadership is

not long term sustainable
Trade Tariffs
3. Brand switching could
Global Pandemic
happen easily as only
concentrated target
segment for clothing

4.Regulation in different
countries for FDI pull on
aggressive growth

Source: Created by Group 4

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 Figure 9: Picing Strategy

2.3. SWOT analysis

According to (EdrawMind, 2022), a straightforward examination of H&M's strengths and limitations, as

well as a study of the chances and dangers that occur, may undoubtedly start with the success of the
fashion company. it encounters in the sector. A more visual depiction, like a mind map, might be
beneficial in addition to reading about these components in depth. Check out the mind map of H&M's
SWOT analysis in the example below.

Figure 10: H&M SWOT Analysis (EdrawMind, 2022)

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 STRENGTH WEAKNESS

 Their business plan is to offer stylish clothing  Low level of product quality
at a cost that practically everyone can afford.
 High levels of client returns due to subcontracted
 Availability. production and lack of oversight

 Products of high quality and reasonable cost  H&M's clothing isn't all that expensive.

 Favourable interactions with consumers  Limited stock

 High levels of patronage powerful and

responsible brand perception

 celebrity and high-end designer partnerships

OPPORTUNTIES THREATS

 High level of product demand  Customers in the fast fashion sector are impacted
by the economy.
 Online market expansion into new nations
and globalization of online purchasing  High level of competition

 Global brand presence is expanding through  Rapidly evolving fashion trends

digital and mobile media platforms.
 Asia's rising production costs

 If businesses can't keep up with the developments

in technology, it may potentially be a danger.

 Competitors like ZARA, Mango, and Gina Tricot

share the same type of business concept: to offer
stylish clothing at a discount.

(Ukdiss, 2021)

3. Marketing plan objectives (based on SMART)

3.1. Analyst business objective of H&M

3.1.1 H&M’s business philosophy

H&M's business philosophy is "fashion triangles". Manage and sort clothes & accessories. There are
three main principles in the business philosophy behind H&M (H&M, 2013).
Highly efficient and low-cost dual supply chain: H&M believes that "reasonable delivery times are
conducive to finding the best balance between price, time and quality". This resulted in M&M's delivery

34
time 5 days later than Zara's 15 days, but gained a cost advantage, and product prices were 30%-50%
cheaper by 30%-50%. Three-in-one interaction of physical stores, online shopping malls and mail orders,
so that global consumers can experience the joy of shopping whenever and wherever they want to
(H&M, 2013).
Premium cross-border marketing by H&M to build a brand: For its second seasonal fashion, H&M hires
strong designers and buyers to react as swiftly as possible to seasonal trends and minimize autumn
inventory risk. Additionally, H&M has worked closely with celebrities, and enormous print
advertisements with well-known models rule the industry (H&M, 2013).
Global layout of H&M: H&M will work with the designer on the third category of upcoming fashion
trends. The H&M queueing frenzy of recent years is a result of international partnerships with designers
(H&M, 2013).
3.1.2 H&M’s business strategy goals
The objective of H&M's product strategy is to offer fashionable items of the highest caliber at the most
competitive pricing. Introduction, Growth, Maturity, and Decline are the four product phases that the
firm maintains. By keeping labor and shipping expenses as low as possible, H&M focuses on providing
clients with high-quality clothing at affordable rates. Additionally, they are constantly prepared to
introduce new
product lines on schedule and offer European-influenced clothing in the US market since it promotes
international fashion in this particular demographic (Shilpa sharma, 2021).
These elements have given H&M a position in the international fashion industry, where they are
renowned for their cutting-edge designer clothes that follow current trends (Arangarajan, 2022).

3.1.3 H&M’s competitive advantage

H&M is able to succeed in the fast fashion industry thanks to a variety of resources. For a business to
succeed in the fast fashion sector, it must be able to create and make clothing quickly while also selling a
lot of it for little profit. H&M's business plan, in particular, is to sell goods at very cheap rates, allowing it
to compete with the fashion industry by providing comparable fashion models at lower prices while
saving money on the creative process. This indicates that it's challenging for small businesses to succeed
in this industry since scale counts. With more than
2,200 outlets in 43 countries, H&M is a sizable worldwide corporation. H&M is now among the world's
largest garment companies, giving it the size it needs to thrive as a fast fashion shop. Using this scale,
H&M can sharpen its other skills and dominate the quick fashion industry. In essence, the scale enables

35
them to divide the expenses of fast getting rid of designs across a big volume of clothing sales (Case
Study, 2022).
After design, production is the second "quick" component of fast fashion. Production is an important
component of the fast fashion industry's goal of reducing the time between design and buyer. Although
H&M does not have any manufacturing facilities of its own, it does hire contractors from all over the
world. In order to uphold the high caliber of its contractors, H&M also maintains local offices in the
nations that produce its products to monitor the production procedures. using current suppliers and
seeking for new ones. To send items to H&M shops worldwide, this production capability is matched
with logistics expertise. H&M often wants to open more stores in a certain city when it enters a nation in
order to cut down on storage and import expenses as much as feasible. Since much of what makes H&M
great is behind-the-scenes management, all of this quality is only achievable with outstanding people,
especially in management. The firm has been able to enable robust talent system that draws talented
individuals and trains them in H&M processes thanks to its reputation and success (Case Study, 2022).

3.1.4 The scope of H&M business strategy

H&M's retail business (Retailing): H&M is committed to offering high-caliber goods at competitive
costs. The most prominent cities in the UK and other parts of the world are home to H&M's retail
network's outlets. These shops have the potential to bring the business enormous riches. The ability for
stores to draw people from a certain area is crucial for merchants.
H&M employs a variety of strategies for advertising and sales promotion. As was previously said, the
corporation must employ effective advertising tactics to increase sales and get a competitive edge. For
H&M, the product's price plays a significant role and should be reduced in order to draw buyers. H&M is
frequently portrayed in ads as a quick shop where customers can get lovely dresses at reasonable prices.
The main shop should expand its selection of apparel to provide both men's and kids' items.
Additionally, H&M needs to add apparel for the elderly and conservatives to their product selection
(ivypanda, 2022).

Flexible Marketing Activities: H&M presently provides "Next Day" and "Express Shipping" delivery in 14
of its territories as part of its customer service objectives. Additionally, shoppers of H&M may simply
determine if an item of their choosing is offered in-store or online using a "Find in Store" feature, which
is accessible in 22 regions. Additionally, clients in 13 markets may use "In-Store Mode" on their
smartphones to view what products are offered both in-store and online; in 14 areas, "Click & Collect"

36
service is offered. Customers of H&M may use QR codes to find things online and buy them. H&M
created the Higg Index, a product-level sustainability metric, in collaboration with the Sustainable
Apparel Alliance (SAC) and other businesses to assure product transparency. Customers in a few areas
will soon be able to check the environmental ratings of more than 7,000 product pages on the
company's website for the first time. There were almost 7 million views as a consequence.
(Fibre2fashion,2022).

3.1.5 H&M business strategy activities

To dress well, you don't need to spend well. This assertion is being supported by the company H&M.
H&M provides inexpensive access to a line of high-quality clothing. Due of this, several nations like this
brand. The brand's excellent quality items appeal to its 25 to 35 year old target market. The pricing at
H&M are often less expensive than those at its top rivals, GAP and Zara.
H&M executes this low pricing approach through lowering production and delivery expenses. H&M's
price is one aspect that sticks out for its successful sales.
Numerous celebrities are invited by H&M to promote their goods. Customers frequently follow
celebrities and research their products, which
is the problem with celebrity endorsements. The list of famous people who promote H&M is pretty vast.
The best way for H&M to sell its items is through celebrity endorsements, which help draw customers to
the retailer's merchandise (Agarwal, 2021).

3.2 Propose marketing objective for H&M (SMART analysis)

Figure 11: SMART Objectives

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SMART goal: The major objective of H&M Home is to take 10% of the home décor industry within the
next 24 months.
Specifically: H&M, one of the major sellers of accessories and home décor, aspires to take 10% of the
market.
Measurable: Market Research, a New York City-based marketing research firm, and consumer surveys
will be used to gauge the success of this objective. will use these two techniques to concentrate on both
quantitative and qualitative data.
Achievable: According to experts, H&M Home's main objective is very attainable because it currently
has a sizable and loyal customer base in NYC. H&M is becoming more well-known, and H&M Home has a
chance to retain current clientele. Since H&M home appliances are reasonably priced for customers, the
economic slump is not perceived as a significant barrier to their purchase.
Relevant: In order to be regarded as a successful subsidiary of H&M, H&M Home must acquire a sizable
market share.
Time limited: This objective must be accomplished within 24 months following the debut of the New
York City home décor line. (rachelsipes70, 20154.

A key component of a business's growth and development is the establishment of specific goals. It is
much more crucial when a company in any field launches a new initiative or product. When launching a
new HEULWEN product line, H&M has to set goals that are acceptable for the industry and scale of the
company. Before releasing the new collection, H&M must clearly outline its aims in order for the firm to
stay on course and generate strong sales. First, the H&M strategy division wants to increase daily sales
of 200 new HEULWEN goods per shop. This year's spring-autumn collection's sales goal is established for
the product launch window of late December 2022 to early March 2023. According to reports, the 200
things sold each day are in accordance with the daily traffic to H&M's retail locations and sales online.
Second, H&M is likewise concerned with and sets the objective of customer pleasure. Usually, H&M
aims to boost consumer preference for new goods and satisfaction with brand offers. till all new goods
are sold out, striving to receive 4 stars for both product and service quality. This objective is evaluated
using replies to in-store quality reviews and an online platform for customer input. The ability to build
brand value and attract customers who have not yet used the new product line would enable H&M to
compete with businesses in the same sector. Thirdly, H&M wants to increase customer interaction on
social media platforms, with specific targets for Facebook product posts (likes, hearts, care, wow, share),
Instagram heart reactions, and YouTube likes, which will rise by 10% for a little over 2,000 likes during

38
the HEULWEN launch period until the new product line is sold out. For H&M to improve customer
relations, increase sales of new product lines, and reaffirm its position in the Vietnamese fashion sector,
the aforementioned objective is acceptable and doable.

4. Marketing Strategy

4.1. Target Segnment

Business analysts claim that the quick fashion model, sometimes known as "fast fashion," is one of the
secrets to H&M's success. Fast fashion is a commercial strategy that quickly transfers huge quantities of
goods from the designer's workstation to the checkout counter. By consistently procuring products in
accordance with the most recent fashion trends and benefiting from period-by-stage differential
profitability, clothing providers like H&M can accomplish this goal (Maneko, 2021).

Figure 12: The Marketing Process: Creating and Capturing Customer Value (Kotler & Armstrong,
2018)

4.1.1. Market Segnemntation

H&M does not internally produce any of its apparel. This brand in particular has a network of
independent suppliers globally, primarily in Europe and Asia, as well as a network of up to 900
outsourced manufacturers (outsourcing) production facilities. Throughout H&M's operations, 30
supervisory offices are responsible for managing these manufacturers (Maneko, 2021).

In particular, H&M bought all of the output in 2013 from factories in Bangladesh and Cambodia. As the
only customer, H&M thinks it can ensure working conditions. At these plants, production organically
rises while safety improves (Maneko, 2021).

Entering the Vietnamese market in 2017, H&M initially achieved success. In 2019, this fast fashion
company earned 1,116 billion VND, reported a profit of 57 billion VND.

Business results of H&M in Vietnam (H&M tai thi truong viet nam, 2021).

39
 Figure 13: Business results of H&M in Vietnam

4.1.2. Evaluating market segments

Figure 14: Evaluating market segments

The classification of consumer classes throughout the execution of a marketing strategy will depend on
factors such as financial capability, age, marital status, geographic region, sexual orientation, and
interpersonal communication skills. various people in society.... Additionally, H&M makes considerable
use of economic and sociological data to learn more about the target market (Maneko, 2021).

40
Since H&M is a particularly well-known brand worldwide, it always takes religion, culture, and lifestyle
into serious consideration. Because of this, brand and product advertising is carried out differently in
various regions (Maneko, 2021).

4.1.3. Selecting target market segments

Three H&M marketing objectives exist:

Expand your market share in the fashion industry

Obtain new stores

introducing new brands

H&M has always been a market pioneer in market segmentation, focusing on advertising on the target
customer tier in order to increase earnings in order to be able to achieve the aforementioned three
marketing objectives (Maneko, 2021).
When a brand separates the market into various Customer segments, this is surely not something new.
Then concentrate your advertising efforts on segments that could be pertinent to your brand's goods
(Maneko, 2021).
This tactic works particularly well in the immensely diverse fashion sector. Additionally, it appears
impossible to meet all of the customer's needs. For instance, some fashion-conscious consumers are
willing to spend a lot of money to receive the things they want. While others focus only on price, not
design (Maneko, 2021).

4.2. Positioning and Differentiation Strategy

Chosing positioning & differentiation strategy

The Swedish fashion label has a unique business strategy as well. H&M does not produce its clothing in-
house, unlike Zara or any other fast fashion company (Maneko, 2021).

Another interesting fact about H&M is that only roughly 80% of its products are always in stock, with the
remaining 20% being created and rotated in smaller batches based on fashion trends. H&M relies on its
cutting-edge information technology network, which enables communication between the main office
and the satellite plants, to guarantee quick delivery and delivery times (Maneko, 2021).

Developing a positioning statement

Exclusive stores housed in significant global cities are where H&M sells its goods. Due to regulatory
concerns in some nations, H&M sells its products through franchise partners via an online store where

41
customers may select from a list of available products, buy, and make payments. After that, the
merchandise will be delivered to the address the customer has specified (Maneko, 2021).
To cut expenses, H&M products are produced in nations with inexpensive labor. In order to reduce
delivery times and shipping costs, H&M also makes every effort to create a superior supply chain that
adheres to time constraints (Maneko, 2021).
4.3. Marketing Mix 7Ps strategy

4.3.1. Product

Name of Collection: “HEULWEN - Be yourself, shining like the morning sun - "

A new addition to our collection called 'HEULWEN' comes from the H&M brand with organic linen. The
main ingredient of HEULWEN products is flax fiber, which is 100% plant-based and eco-friendly. , cotton
thread, pure silk... Our designs bring the most comfortable and dynamic feel to the wearer, soft to
human skin, durable stitching, and definitely improve the life cycle of the product. This product not only
ensures breathability, but also fulfills one of the two top criteria in this collection: sustainability and
environmental friendliness. . Linen is made from the fibers of the flax plant and the final product
depends on growing conditions and harvesting techniques. In order to produce the longest fibers
possible, flax is harvested by hand either by harvesting the whole plant or by cutting the stems. After
harvesting, the same seeds are separated by a mechanized process called 'ripple' or sieving. Next, you
need to separate the fiber part from the stem. After sowing, the culms are ready for furrow work, which
he does from August to December. The fiber part is extracted and other parts such as flaxseeds, flakes
and short foams are used for other purposes. In addition, sustainable cotton can support producer
livelihoods and viable communities and can do so in the face of long-term ecological constraints and
socioeconomic pressures. HEULWEN wants to convey the message "be yourself". For better or worse, be
your own version of yourself as bright as the morning.

42
 Figure 15: CANARY LINEN , 2021(LINEN – MATERIAL TO TOUCH NATURE
a. The core values
This collection is designed in normcore style. Normcore is a combination of two words normal and
hardcore, meaning the desire to express individuality through simple things, one of the bold fashion
styles of Generation Z, in line with the trends. current world fashion trends and bring sustainable value.
In addition, it also provides convenience because you can wear this product anywhere, such as work,
school and even going out.

b. Actual product
The collection includes basic and mixable items: skirts, pants, t-shirts and blazers. Every product will be
launched

With a simple design and color scheme that never goes out of style.

c. Augmented products

Returns and exchanges are accepted if the product is original, uworn, unused, In unwashed condition
.Customers who no longer use HEULWEN items can bring them back to H&M. Each product is redeemed
with a 15% discount voucher for your next purchase. recycle them for other collections

43
 Figure 16: Product manufacturing process (Supply,2022).

Lanin fabric will be created with H&M lanin, then colored and sewn according to the designer's
demands. The products will subsequently be displayed in stores, customers will purchase them, and
when they are no longer needed, they will be able to return them to H&M in exchange for a
discount ticket to be used the next time they shop at H&M. After receiving the goods, H&M will
process them and use technology to convert the fabrics back into lanin so that they can be colored
white and used as raw materials for future seasons.

Figure 17: (VED SHANKAR,2020)

We also conducted a survey to see if customers were interested in using this new product. 50.8% of
customers are interested and willing to buy, and 31.7% want to know more about HEULWEN.

44
 Figure 18: (Care of customers about HEULWEN)

4.3.2. Pricing
H&M is a Swedish fashion brand that has captivated fashionistas all over the world not only with its
liberal style, personality but also by its luxury and extremely "popular" prices. H&M was founded by
Erling Persson in 1947 and after more than 65 years of discovery, he has grown into a famous and
powerful brand with a system of 550 stores across many countries. Stepping into an H&M store, it's
easy to be overwhelmed with the most trendy clothes and accessories at affordable prices. Shirts, T-
shirts, sweaters or cardigans are only from 18 USD, trench coats are 50-70 USD or denim products
are 15-20 USD. In addition, the company also launches accessories such as shoes, bags, towels,
bracelets at reasonable prices, and cooperates with big names like Beckham or famous models to
create popularity. customer's peace of mind in terms of quality."popular" prices. H&M was founded
by Erling Persson in 1947 and after more than 65 years of discovery he has grown into a well-known
and powerful brand with a system of 550 stores in many countries.

45
Figure 19: H&M fashion products are trendy and affordable

46
 Figure 20: H&M fashion products are trendy and affordable

4.3.3. Place/Distribution

The HEULWEN collection will be sold at the following shopping centers and Vincom centers: AEON Mall
Hadong, Crescent Mall, Vincom Dong Khoi, Vincom Mega mall Tao Dien and 7 stores in Vietnam. These
items are also available on the H&M website.

47
 Figure 21: (H&M VINCOM THAO DIEN HO CHI M,2022)

Figure 22: (WEBPAGE H&M , 2022 ).

4.3.4. Promotion

One of H&M's recent advertising campaigns should include the HEULWEN advertising campaign, which
contains a strong message about the value of difference in everyday life. In Vietnam, the campaign's
message is conveyed through heartfelt moments of people who inspire and positively impact

48
Vietnamese youth. The H&M HEULWEN collection will be available from January 7, 2022 in his H&M
stores in 15 select markets worldwide and all his H&M stores in Vietnam. H&M's HEULWEN for H&M's
collection promotion campaign brings a whole new highlight with the message: 'Respect the value of
differences'. This expresses the feeling of welcoming different beauties of different personalities. Let's
embrace each other's differences and celebrate our individuality, instead of creating distance between
us.

The campaign features prominent and inspirational faces of Vietnamese youth such as Co em Trendy,
singer her Issac, French-Vietnamese model her couple Anthony Hoang and her boyfriend, young people
in her group dancing. is featured. code. They all represent different personalities and absorb different
trends.

In addition, H&M collaborates with many famous designers and models to promote their products.
Starting with a joint collection with designer Karl Lagerfeld in November 2005, H&M collaborates with
famous fashion houses to present special collections every year. These collections are limited edition
and only available in select stores. As a result, products often sell out quickly.In addition to well-known
fashion houses, H&M regularly collaborates with well-known artists to bring their style closer to
buyers.H&M collaborated with American singer Madonna and Australian singer Kylie Minogue in her
2007, and Lana Del with her Ray in 2012. A small collection of accessories and jewelery has been
designed in collaboration with our editors. 2012, starring Vogue's Anna Dello Russo. Beyoncé, Zara
Larsson, Naomi Campbell and footballer David Beckham have also collaborated with his H&M.

49
 Figure 23: (Poster BST HEULWEN ,2022 )

a. Advertising
With this collection, we aim to maximize mass goals. As such, we focus on three major
platforms.First, commission an appropriate fan page or group on Facebook to use program support
communications and Instagram such as:L'Officiel Vietnam's official fan page (currently over 120,000
followers) and Maybe We Should Talk' About Fashion Group (currently over 463,000 members). this
is the place in vietnam

Many people of different ages gather to discuss fashion and fashion trends. So this is a good
opportunity for usThe crew that posts and sows about our new collection. We also pay for KOLs and
fashion influencers.Industry such as Co Em Trendy, Son Tung M-TP, so that they can update new
collections for their followers,They are also Gen Z influencers, so they can be our target

50
customers.The team will focus on magazine advertising, including his two major fashion magazines
and daily magazines.Vietnamese, namely L'Officiel and Vn.express. Third, we are reorganizing our
program through outdoor advertising easily accessible to most citizens, even those who are not yet
interested in our brand.

b. Sales Promotion

Offline

Split your sales promotion into one main event. For each event, we provide our customers with
specific policies. This is made clear at each event in the PR strategy .

Online

Coupon codes are provided on H&M's website where you will find a list of coupons. If possible
coupons, our website allows customers to use coupons to receive discounts on their orders.

c. Direct/Online Marketing

Increase our advertising to you by sending you newsletters. We believe this is a way for you to
subscribe to the latest on our new arrivals, discounts, in-store events and stay informed about our
company, products and services. At the same time, you maintain your brand and product image by
reposting that image, providing information, and responding to customer criticism and concerns
about your collection on social media. it appears first in us.

Facebook page, and our website. The second is to project a positive image by having ambassadors
wear our products and show off their attractiveness. Finally, combine posts from Facebook,
Instagram, Tiktok, magazines from promotions, and fashion sites for all three strategies above to
create posts as throwbacks to the site.

Send a fan page to Shakeholders via email to show your gratitude to Shakeholders, especially our
customers.

d. Public Relations

Our team will hold events to communicate about the Reage collection to attract customers.

51
 Figure 24: Poster even HEULWEN

Event (Online): The first event will take place in January 8, 2022 fashion week to launch the spring-
summer collection of 2022. The scale is a fashion show with the theme of "Be yourself" for the birth
of the new product line HEULWEN, the design of the new product line will be inspired by paintings
of flower throughout the items. This online event is applied AR (Augmented Reality) website based
via virtual show and is published on youtube as well as social networking sites such as Tiktok,
Facebook, and Instagram.

4.3.5. People
a. Hiring the People

If Everyone are not included, all other P will be unable to complete a successful marketing recipe. Based
on the experience of the H&M Stores (Ho Chi , Vietnam) team, we have a good understanding of how
this works and how it affects business growth. We recognize that the people in this business have the
capability, but their enthusiasm is limited and needs to be gradually increased through recruitment.
Therefore, prior to the launch of this HEULWEN collection, our human resources team has recruited
people with skills, expertise and attitudes in the fashion industry and related fields, from management

52
level to unskilled workers in stores increase. This allows companies to offer the best products and
services to their target customers and provide the best service for customer satisfaction. These people
who represent the H&M brand believe they give the company a positive image in the eyes of
consumers. It goes without saying that a positive image, especially for our collection, and for our
company as a whole, attracts sales.

b. Enable our People

Extensive training and development related to organizational culture is central to our efforts. After the
actual investigation, we interviewed the person in charge of the warehouse department. He talked
about an extensive training program at his H&M store in HCM. In fact, H&M offered her two types of
training to employees.One for new hires and one for promoted employees. These training courses are
held every few months. However, we believe that the survey does not adequately examine the staff's
level of information and practice, resulting in impaired customer service. As a result, we will update our
product training policy to include product flow knowledge training in each batch.Product information
training in early batches for each department. Each department then meets every other week to present
reports and new plans to promote their products based on consumer feedback. There is a feedback
form at the end of each meeting to indicate what employees would like to know more about or what
issues they need our help with so we can make quick improvements and understand their psychology.
Hold interdepartmental bond sessions to deepen bonds between departments. This reduces workload,
increases cohesion within the company, and improves cross-departmental collaboration, thus improving
work efficiency.

53
 Figure 25: (H&M, 2022)

c. Motivate and Energize our Employees

During the testing and sales phase, we offer special discounts on the HEULWEN collection. This is
another discount (25%) related to the company's internal staff. The first two family members of our
employees received . Gift-wrapped like the rest of the family, but worth a coupon (15%). We don't
currently plan to use KPIs, but employees who actively contribute to the media will. Awarded self-
designed certificate for product marketing efforts. If employees perform well at the end of each quarter,
we want to bring spiritual value to them in addition to the mandatory income and bonuses. Motivate
you to reach your goals.

54
 Figure 26: (H&M, 2022)

4.3.6. Process
A typical fashion supply chain

From raw materials to finished garment, our products pass through many different suppliers on
their journey to our stores. These suppliers are arranged into several tiers to make our supply chain.
Each tier does business with its immediately adjacent tiers.

Not all supply chains are the same and they can vary according to product type or materials used.
Some of our supply chains are vertical – short with few tiers. Others can be horizontal and comprise
several tiers.

Tier 1 are the companies we do business with directly and work with product manufacture or
processing.

Companies working with component production and processing tend to fall into tiers 2 to 4.

Raw material production can cover tiers 4 to 6.

55
 Figure 27: (H&M Group, 2022)

Our supply chain in numbers

We work with over 602 commercial product suppliers who manufacture our branded products in
over 1519 Tier 1 factories in Europe, Asia and Africa.

China and Bangladesh are the largest manufacturing markets for apparel.

The European Union is the largest production market for our beauty products.

Eight years is the global average length of our relationship with a supplier since 2006, but some have
been doing business with us for over 25 years.

Around one and a half million people are employed by the supplier factories we work with. 63% of
them are female and less than 1% are migrant workers.

We operate 16 local production offices, employing over 2,000 colleagues who work daily with our
suppliers.

37% of tier one factories have trade union representation**.

967 factories reported that worker representatives are freely chosen by the workers.

How we work with our suppliers

As a global fashion company, we have a responsibility to manage the impact of our supply chain. We
work with our suppliers to continuously improve their environmental and social performance
beyond compliance. We have the greatest impact where our relationships are strongest. That's why

56
we focus on building long-term partnerships with suppliers who share our vision of a more
sustainable industry.

Figure 28: (H&M Group, 2022)

Based on the H&M process described above, stores will install temperature monitors along with
disinfectants for customers to minimize contact and help customers feel safer. Instead of selecting
items and placing them in a basket, H&M will now place a QR code on each product holder. Like a
product, scan the QR code and choose the size; The goods will be delivered to the fitting room for
you. If you try it and it doesn't work fit, you can re-select the size directly on the QR code of this
product, the staff will bring you the size you require. After finding the product you like, you pay at
the cashier. You can use an e-wallet or swipe a card instead of paying with cash. As the new
collection is eco-friendly, the money spent on the paper bags will be donated to a charity dedicated
to improving the environment.

4.3.7. Physical Evidence

Specific evidence is that H&M stores apply the form of direct purchases as well as the purchase through
the website to ensure that customers' buying psychology is hit. They carefully prepared good lighting
and relaxing sounds for an open space with lots of mirrors. Not only capture the psychology of
customers when entering the store thanks to appearance, but they attract visitors from outside the
shopping mall by displaying seasonal products and meaningful messages about environmental
protection. With the file that customers buy online, the company ensures the security of information in
the safest way that I have created creating a comfortable psychology for customers, fashion consumers

57
do not hesitate to buy products of this brand online. However, besides the good material values that
H&M has served to customers, this brand also needs to overcome some material weaknesses to
increasingly maintain its position and improve its potential to dominate the market. fashion school with
the No. 1 position. In Vietnam. With the new HEULWEN product line launch campaign, they can
decorate items such as bamboo, sewing items as well as cotton plants to attract customers to pay more
attention to the launch of a new collection in a friendly spirit. . Also, they can use light fragrance of
theair in the store thanks to naturally scented essential oils such as bamboo to stimulate the customer's
sense of smell during the purchase process to draw attention to their new collection. In addition, the
layout of the number of items on the shelves is not wide, making it difficult for customers to try on
clothes as they want. becomes entangled, which also deserves more attention from employees
regarding product placement. In addition, H&M must make room for a fitting room in case a large
number of customers come to shop. Above all, during the time when the Covid-19 epidemic is still there,
brands should fully equip with a disinfectant solution at the entrance to the store so that customers can
be assured of their absolute safety. Through the real-world evidence that H&M applies to its online and
physical stores, the brand is increasingly demonstrating how much they care about their customers.
That's why H&M always makes customers happy when shopping through physical methods that affect
the five senses to create the most comfortable for customers. In addition to the physical flaws that H&M
needs to improve shortly, they have served their potential customers very well. This brand is getting
closer and closer to the goal with the message "be yourself". For better or worse, be your own version
of yourself as bright as the morning.

58
5. Action Plan and Marketing budget

Figure 29: An action plan for the HEULWEN Collection

6. Controls and Monitoring
6.1. Measuring the Marketing Performance

In an age where consumers increasingly have multiple channels of information, multiple devices,
purchasing decisions can be on multiple channels, or go through many different touchpoints before
making a final decision. So, before starting a campaign, set goals for the channels before and every week
based on running data and how the results compare. The effectiveness of a marketing strategy directly
affects the business results of a business.
CAC – Customer Acquisition Cost: This is the cost a business needs to spend to acquire a new customer.
To calculate the CAC, it is necessary to determine the exact revenue generated from new customers and
the total marketing costs that the business has to spend in a given time and the number of new
customers acquired during the same period time

Formula:

Marketing and Sales Costs = Marketing Costs + Labor Costs + Commissions + Bonuses + Incidental
Expenses

Number of new customers = Number of new customers in a month, a quarter or a year.

Cost of Acquiring New Customers – CAC = Marketing and Sales Costs/Number of New Customers (hana,
2021).

ROI (Return on Investment): This is just the most optimal marketing performance measurement to
measure the effectiveness of Marketing activities.

59
Formula:

ROI = Sales Budget spent (Hana, 2021).

CPW (Cost per order): This metric shows how much you spend, per order. This index is suitable for
businesses marketing and advertising on many different channels such as Google, Facebook, Instagram
or Youtube, etc. to determine which is their strong market.

Formula:

PW = Budget spent Number of orders received (Hana, 2021).

In addition, there are many effective measurement methods

Cost to have customers: There are many businesses that only track the cost of creating an order but pay
very little attention to the cost of acquiring a customer. This cost is actually quite difficult to calculate
and quantify with a specific formula. However, if the cost of acquiring a customer is higher than the
long-term value, your business is at risk (Hana, 2021).

Rate of customer acquisition from advertising: Whether you're running your own ads or outsourcing
them, keep in mind that you still need to calculate the customer acquisition rate from your campaigns.
The ultimate goal of advertising campaigns is to attract customers to click or register, call the business.
This marketing metric will help you decide and evaluate the cost and success of your advertising (hana,
2021).

Click-through rate: The success of online marketing campaigns lies in the click-through rate. Therefore,
the click-through rate is a very important measurement, considered as one of the basic metrics when
evaluating the level of success. The higher the click-through rate, the lower the marketing costs will be.
It is used in Google Adwords and Facebook Ads (Hana,2021).

Customer engagement rate: Most businesses, whether starting or growing, focus on attracting
customers, but do not pay too much attention to customer engagement rates. Ask questions, like: “How
often do customers use the product? When will they buy the next product?” (Hana, 2021).

Businesses with a high customer engagement rate can focus on taking care of and earning more from
loyal customers. Therefore, right from the start of the business, marketing metrics are extremely
important.

60
6.2 Monitoring and performance mechanism

Our marketing team will create a form that will be delivered to consumers who have purchased a new
product three days after the product launch to review their evolving demands for the new product.
Next, make prompt adjustments to new items to ensure their excellence and consumer pleasure.

We will have a weekly internal meeting to involve customers. In this meeting, we also track sales income
every week. If sales remain steady and we hit our daily sales target of 150 new goods per shop, we will
continue to step up our marketing initiatives in an effort to boost sales even more. We will get together
to discuss changing the consumer outreach activities if the revenue is not hitting the objective.
Our marketing team will meet once a month to analyze KPIs like sales of new items after a month and
which sales channels have the most consumer reach. The objective of 1,000 engaged users per article
was most likely met in terms of audience size. We will manage the development status and market
potential of new items from the materials that need to be summarized after each month as stated
above. From this point on, we will have options for adapting the strategy to the demands of the market
in Vietnam, clients, and rival companies while still achieving the objectives.

After three days of the product introduction, after a week, after a month, and so on, until the HEULWEN
product line is completely sold out, through internal meetings of the marketing division. In order to
contact customers, promote the new collection more widely, boost product sales, and get favorable
customer feedback, we will be able to modify our approach and suggest the best possible alternatives.
customers to accomplish our initial objectives.

According to our research team at H&M Danang Store, the average number of customer orders per hour
is about 15 orders. In fact, H&M is open from 8 am to 10 pm. With clearing, we predict that the store
will be open approximately 12 hours per day, with an average of 15 bills per hour, with each bill
including at least two items sold. Therefore, on any given day, at least 180 invoices will be charged and
about 360 things will be sold. With our promotional approach at product launch, we feel we have a solid
foundation to sell at least half of all products. This means that in a day we will sell at least 180 pieces of
this new collection.

CONCLUSION
In summary, as revealed in our study, testing, and comparisons, H&M has more flaws than rivals.
Despite several shortcomings that still need to be fixed, there are still some strong qualities that should
be highlighted. Additionally, our team wants to create and discover a fix for such issues. The business

61
and our team have just finished developing the HEULWEN collection after studying the market, learning
about client demands, and discovering competing products. By lowering garbage, the HEULWEN
collection aims to save the environment. The business offers goods that are both environmentally
friendly and safe for consumers, with styles that follow current youth trends. The collection is
aggressively promoted to increase customer market share, customer lifetime value, and customer assets
for H&M while also achieving financial, brand recognition, and customer satisfaction goals.

62
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