ENGLISH FOR MARKETING

ANANAS
REPORT

MEMBER STUDENT ID
Vu Duc Minh Phu 11225125
Ta Minh Anh 11220588
Luong Duc Kien 11223155
Nguyen Ngoc Van Anh 11220404
Tran Le Phuong Linh 11223789
Pham Phuong Linh 11223720

ENGLISH FOR MARKETING

Mr. Tran Viet An
TABLE OF
CONTENTS

COMPANY
INTRODUCTION 1
CURRENT
MARKETING 2
SITUATION

SWOT ANALYSIS 11

MAIN ISSUE 13
MARKETING
OBJECTIVES 14
MARKETING
STRATEGY 15
ACTION PROGRAM 19
ILLUSTRATION 23
REFERENCES 26
 COMPANY INTRODUCTION
ABOUT ANANAS
Ananas under the HAZZA Joint Stock Company, was established in 2017. It is a brand
noticed by specializing in providing Vulcanized shoes products originating 100% Vietnam.
In addition, they also provide other by - products such as tops and accessories. The brand
currently has 10 branches in Ho Chi Minh city, 1 store in Hanoi, and 1 e - commerce
website.

Ananas Vietnam with the brand name

Ananas is inspired by the image of
"Pineapple" (Ananas in English means
"Pineapple"). With the logo of pineapple -
a sweet, healthy fruit that resiliently grows
from arid and harsh soil environments.
That's why 9x young CEO Nguyen Hoang
Duong and his colleagues took this image
to make the Ananas logo - the brand
identity symbol entering the conquest of
the sneaker world.

Although it is only a new brand, ANANAS has very soon captured a certain position in the
sneaker lover community in Vietnam. This success is due in large part to the fact that
ANANAS inherits 20 years of experience from a shoe manufacturer who has collaborated
with many famous brands in the world such as Reebok, Puma, Burberry. Therefore, a new
brand with seasoned experience, the quality of Ananas’ products are able to compete with
existing brands.

ANANAS’S PERFORMANCE
Ananas' 2023 revenue is $6.5 million - the
highest revenue the company has achieved
$6.5M
Ananas’ 2023 revenue
since it was founded.

425.000
In addition, ANANAS’s social networking
activities are being followed by a mass
amount of people. The brand’s Facebook Facebook fanpage followers
fanpage has received more than 425.000
followers. There are posts that reach 45.000
likes and the activities of buying and
45.000
Post engagement
feedback are very active
1
INTERNAL ENVIRONMENT
Ananas fosters a comfortable, dynamic and
professional working environment for their
employees.
The brand regularly updates internal public
activities on its fanpage, such as: basic
overview training, campaign training,
activities for women on International
Women's Day, employee bonding activities,
recruitment activities, etc. Ananas
emphasizes the importance of connection
and teamwork among employees,
considering them key factors to their
success.

The brand shares internal information through posts conveyed in a language that is
very close to Gen Z. Moreover, Ananas also often posts inspiring images of their
employees meticulously tailoring each shoe detail, conveying a message of care and
meticulousness to readers. This demonstrates that the brand cares deeply about its
employees, closely following them every day and not hesitating to share their stories
with the public.

CURRENT MARKETING SITUATION

Ananas' products are simple, fashionable sneakers 4P’s REVIEW
with diverse, youthful colors and materials that suit
the tastes of young people. After all, Ananas still
chooses Vulcanized shoes to rewrite its story.
Vulcanized is a long-standing shoemaking method
that only produces classic shoes with rubber soles and
minimalist designs like Converse Chuck Taylor All
Star, Vans Old Skool, and shoes from Ananas' Basas,
Vintas, Urbas lines...Compared to its competitors, the
price of a pair of Ananas shoes is considered
reasonable and much lower, aiming to suit the brand's
target audience of 16-25 year olds.

The distribution store system of Ananas sneaker brand is very diverse, including
flagship, standard, special, outlet and pop-up stores, mainly concentrated in Saigon.
Additionally, Ananas' products and fashion collections are also introduced through
websites on the internet to help customers quickly update fashion trends and new
products from Ananas. They focus on social platforms like Facebook, Instagram,
Youtube to promote products, new campaigns and raise awareness of their brand.
2
MICRO ENVIRONMENT
CUSTOMER ANALYSIS

PSYCHOLOGY
DEMOGRAPHIC BEHAVIOR
(FASHION INTEREST,
(AGE) (BENEFIT SOUGHT)
SELF-CONCEPT)
The age at which fashion is not of
Simply a "means" of
Below 16 much importance.
wearing
Mainly wear what their parents buy

Start concerning what to wear, fashion

Affordability
is considered as a form of self-
From 16 to 25 Style
expression
Versatility
Self-doubt, highly exploring their identity

They are still interested in fashion Quality

which reflects their overall lifestyle Durability
From 26 to 35 and professional image. Status
More established and certain of their symbol
self-understanding

Not only worry about what they wear Status

but also what their whole family symbol
Over 35
wears, especially the kids. Comfort
Well-defined sense of self Practicality

Market segment
3
 MICRO ENVIRONMENT
CUSTOMER ANALYSIS

TARGETING
ANANAS’s market targeting strategy is concentrated
marketing with only one segment and marketing mix.
According to Ananas, the target audience is teenager or early
adulthood who belongs to Gen Z being the most important for
the following reasons:
To begin with, ANANAS’s products are reasonably priced,
making them accessible to the majority of Vietnamese. Also,
Gen Z is cognizant of rising prices and shifting wages and
tends to be particularly cost-conscious, they research brands
and compare options before buying. This factor has a
significant impact on the amount of money spent on
ANANAS shoes.
Secondly, people belonging to Gen Z are typically concerned
about their looks, they tend to build their self-confidence
through what they wear so looking and feeling good is
important for Gen Z's self-esteem. They will very certainly
think about buying things for themselves so they will
prioritize shoes with designs to showcase their individuality
and creativity. ANANAS understands this mentality and
works hard to appeal to Gen Z.

POSITIONING
High price 1st positioning map: Quality vs Price
ANANAS is reported to have lower pricing when
compared to global brands such as Nike, Reebok or
Converse, as well as a local company such as Bitis’
Low quality High quality
Hunter, which are aimed at upstream clients. Because
Vietnam is a low-middle-income country, however,
this positioning strategy is relatively sufficient.
Moreover, Ananas had experiences with Vulcanized
shoes. Vulcanization is a process that creates a strong
Low price
bond between the sole and upper of a shoe, known for
durability and flexibility.
Fashionable
2nd positioning map: Function vs Style

Leveraging 20 years of expertise from a Vulcanized

shoemaker, Ananas has capitalized on its strengths
and designs to focus on fashion sneakers rather than
Vintage Morden
training shoes. This is also Ananas's competitive
advantage over domestic rivals such as Mot or
Rienevan. Besides, borrowing elements from the past
can create a unique and eye-catching design that
stands out from purely modern styles. Athletic
4
 MICRO ENVIRONMENT
COMPETITORS
Most of Ananas’s direct competitors include domestic and international brands.
According to VIRAC (2023), international brands account for a large market
share in the domestic footwear market, reaching up to 52% of the consumption
market share. The source of products is shaped by two forces: foreign giants
such as Nike, Adidas, Puma, Vans, Converse ... and diverse
footwear products with reasonable prices produced from China.
Not only international brands but also well-known domestic brands like Bitis’s
Hunter, RieNevan, MỘT, and others are also heavy competitors for Ananas.
Indirect competitors: Ananas faces competition not only from other shoe
brands offering similar styles, but also from distinct footwear categories that
can indirectly steal market share such as sandals, high heels, …

All of this shows that the shoes industry in Vietnam has extremely fierce
competition.

5
MICRO ENVIRONMENT
SUPPLIERS
ANANAS works with a number of
companies to supply raw materials such as
BICO, which provides leather, Dong Loc
Rubber Industry Company Limited, which
specializes in producing durable and
comfortable rubber shoe soles and Gia Vi
Sewing Company Limited, which provides
Ananas with laces, threads, glue, and other
accessories needed for shoe production.
Ananas has also collaborated with many
famous brands such as Burberry, Keds,
Puma, and more. This is a unique
advantage as the company's shoe factory
has 20 years of experience working with
these big names and is now transitioning to
serve Ananas' new designs.

PUBLIC
Ananas has made a significant mark in Vietnam's footwear industry through a
combination of public relations events, sponsorships, and corporate responsibility
activities. These activities specifically and strongly target youth, constantly raising
their brand awareness.
Press: Ananas is often mentioned in articles that target and attract young audience,
along with the sneaker, footwear community. These articles include Vietcetera’s,
Malu’s, MarketingAI’s, Kenh14’s, Extrim, L’officiel’s, etc. Their brand, including
products and campaigns, is often mentioned as youthful, modern, stylish, and
appealing to youth.
The overarching strategies and initiatives by Ananas suggest a robust engagement with
their community and audience through meaningful brand actions and
communications.

6
 MACRO ENVIRONMENT
POLITICAL

Political Environment and Business Government Support for Small and Medium-Sized
Development in Vietnam: Vietnam's Enterprises: The Vietnamese government provides
political environment is considered financial, technological, and training support
stable, fostering an environment programs to small and medium-sized enterprises
conducive to business growth. This (SMEs) to enhance their competitiveness and enable
stability ensures the protection of them to participate in the international market.
consumer rights and the interests of These support programs aim to:
businesses. The Vietnamese government Facilitate access to capital: SMEs often face
and the Ministry of Industry and Trade challenges in obtaining financing for their
have launched the "Người Việt ưu tiên operations. Government support programs
dùng hàng Việt” (Vietnamese People can provide loans, grants, and other
Prioritize Vietnamese Goods) campaign financial assistance to help SMEs overcome
to support the development of domestic these challenges.
enterprises. Enhance technological capabilities: SMEs
may lack the resources or expertise to adopt
advanced technologies. Government support
Impact of Tariff Barriers on the Footwear programs can offer training, workshops, and
Industry: Import tariffs on footwear technology transfer initiatives to help SMEs
products directly impact the upgrade their technological capabilities.
competitiveness of domestic footwear Improve business skills and knowledge:
companies. These tariffs can make it SMEs may require training and development
more expensive for Vietnamese opportunities to enhance their business
consumers to purchase domestic management skills and market knowledge.
footwear, putting domestic producers at a Government support programs can provide
disadvantage compared to foreign training courses, seminars, and mentorship
competitors. opportunities to address these needs.

7
MACRO ENVIRONMENT
MACRO ENVIRONMENT
ECONOMIC
POLITICAL

Vietnam's Economic Performance in 2023 Despite the positive economic indicators,

GDP growth: Vietnam's economy is businesses may face challenges due to rising
estimated to have grown by 5.05% in inflation. Higher inflation could lead to
2023, surpassing the growth rates of reduced consumer purchasing power,
2.87% and 2.55% in 2020 and 2021, making consumers more cautious in their
respectively. This represents a positive spending choices. This could pose a
trend for the Vietnamese economy. challenge for Ananas, as consumers may be
Inflation: Core inflation averaged 4.16% less inclined to purchase non-essential items
in 2023, while the Consumer Price Index like footwear.
(CPI) increased by 3.25% compared to Labor cost: Vietnam's lower labor costs
the previous year. Within the CPI, the compared to other countries provide a
price index for the footwear group rose competitive advantage for footwear
by 0.18% and footwear services increased manufacturers operating in Vietnam.
by 0.12%. These figures indicate that This advantage can contribute to higher
inflation is under control. profit margins for these businesses.

8
 MACRO ENVIRONMENT
SOCIETAL
Demographic Overview:
The percentage of the
population in the 15-24 age
group in 2023 is 23.9%. This
means that approximately
one in four people in
Vietnam are between the
ages of 15 and 24. This bring
the benefits to ANANAS as
its target market belongs to
this age group.

Digital and Social Media Influence: The rise of digital platforms and social media has
transformed consumer behaviors and marketing strategies. Social media allows things to
blow up or whittle away faster than ever. However, Ananas has not seized this opportunity.
Cultural and Fashion Trends:

About 10 years ago, Vietnamese consumer culture was predominantly guided by the
principle of "an chac mac ben" (eat well, wear durable) associated with childhood staples
like Biti’s sandals and Thượng Đình shoes. Since the end of 2016, there has been a cultural
fusion between Eastern traditions and the youth's trendsetting, making sneakers
increasingly popular and widely used. Consumers now favor sneakers that are not only
aesthetically pleasing, lightweight, and high quality but also serve more than the basic need
for mobility. Today's sneakers are also symbols of style and personal identity among the
youth.

9
MACRO ENVIRONMENT
TECHNOLOGICAL

As technology continues to advance, Moreover, with the development of

the lifecycle of products tends to Industry 4.0, digital platform-based
shorten, and people constantly communication is an opportunity for
demand something new and better. businesses to promote and publicize
This is both a condition and a their brand image, increase customer
challenge for domestic footwear awareness and perception of the brand,
companies like Ananas to continually and enhance competitive abilities.
reach out, learn, and adopt new Additionally, the explosion of e-
technologies, applying them to their commerce post-COVID-19 has led to an
production lines and product increase in online sales in the
designs. Vietnamese market.

10
SWOT analysis
STRENGTHS
Production line: Ananas's shoe factory has 20 years of experience having collaborated with
many big brands (Burberry, Keds, Puma, ...).
Reasonable price: Ananas possesses quality shoes at a reasonable price point compared to
the general market of shoe brands. This aligns with the target customer group that the
brand is aiming for, which is young people belonging to the Gen Z generation seeking good
products at reasonable prices.
Convenient and easily accessible web system: Young people tend to seek information online
more than going to physical stores, so an Ananas website with comprehensive product
information will leave a good impression on buyers.
Youthful spirit team: Beyond its manufacturing prowess, Ananas's dedicated team of young
and passionate individuals plays a pivotal role in shaping and propelling the brand forward.

Limited store system: Ananas' store system mainly focuses on Ho Chi Minh City, with the
first store in Hanoi not until 2023. This prevents potential customers in other areas from
directly trying the products, resulting in the loss of a significant target customer base.
Weak marketing and promotion activities: Ananas needs to invest more in marketing and
promotion to increase brand recognition and attract customers.
Lack of creative design: The designs are too basic to create differentiation compared to
influential brands. In fact, when launching products, Ananas has been criticized by many
for imitating Vans or Converse.
Product quality: Many Ananas users have complained about the hard soles and faded fabric
of their shoes.
WEAKNESSES
11
SWOT analysis
OPPORTUNITIES
Large consumer base: Vietnam has a young
population structure, which is a great advantage
for Ananas as its target market is young people,
aged between 16 and 25.
Young people tend to use local brand products
to support domestic fashion. Therefore, new
Vietnamese brands like Ananas can be strongly
noticed and recognized by young consumers
The trend in recent years among young people is
for classic-style shoes (Adidas Samba). This
allows Ananas' designs to meet their needs.
Low production and processing costs in
Vietnam: Ananas's closed-loop production
process can minimize cost and maximize
resource utilization.
The explosion of online retail: allows ananas to
enhance customer reach across multiple
platforms and provide valuable customer data
on preferences, browsing behavior, and
purchasing habits.

THREATS
Competitive shoe market in Vietnam: Due to
the growing shoe market in Vietnam, Ananas
faces high competition not only from domestic
competitors but also from brands from abroad.
+ Foreign: Adidas, Nike, Vans, Converse, NB
+ Vietnam: Biti’s, MỘT, DinCox …
The relaxation of import taxes on footwear is
intensifying competition from foreign brands.
Additionally, Ananas faces challenges from
various indirect competitors, such as Boots and
Crocs.
Ananas may face a decline in sales due to
increased consumer caution.
12
 MAIN
ISSUE
Inconsistent Marketing Decisions and Activities
Ananas has demonstrated some inconsistencies in its marketing strategies that have
impacted its brand awareness and competitive edge. The brand has occasionally
launched campaigns that vary widely in theme and execution, which may confuse
consumers and dilute brand identity. While some campaigns like "DiscoverYOU"
have been successful in engaging with the local youth, others have not maintained a
consistent message, causing Ananas to fall behind competitors who present a more
unified marketing front. To address this, Ananas needs to develop a coherent
marketing strategy that aligns with its core values and ensures consistent
communication across all channels.

Product Quality Concerns

There are growing concerns about the quality of its products. Feedback from
consumers indicates that improvements are necessary to meet expectations and
match the quality offered by leading competitors. Issues such as durability and
comfort have been highlighted, particularly in comparisons to international brands
that use more advanced manufacturing techniques. Enhancing quality control
processes and investing in better materials could help Ananas elevate its product
standards and customer satisfaction.

Lack of Creative Designs

Ananas has faced criticism for its conservative approach to design, which may
prevent it from standing out in a market where uniqueness and innovation drive
consumer interest. The brand’s heavy reliance on its traditional Vulcanized method,
while honoring its heritage, does not cater to the evolving tastes of a diverse, fashion-
forward audience. Introducing more creative and diverse designs that still reflect the
brand’s Vietnamese roots but also incorporate contemporary trends could help
capture a broader market segment.
13
MARKETING
OBJECTIVES
VISION
Ananas desires to provide customers with a wide variety of beautiful and high-
quality shoes. They hope that in the future, Ananas shoes will become more
common on the streets.

MISSION
Ananas is initially targeting the Saigon market for success. The company then
plans to expand nationwide, then to the region and the world.

BUSINESS OBJECTIVES
Increasing domestic market share (to 20% within the next 5 years), while
expanding to potential international markets (such as Southeast Asia, Japan,
and South Korea).
Achieving annual growth in revenue.

MARKETING OBJECTIVES
Ananas’s image has been associated with “simple - fashion vulcanized shoes”,
aiming to young generation segmentation…
Ananas' promotional activities focus on websites and social media platforms,
especially Facebook. Ananas' communication style is often simple but effective.
They actively convey meaningful and inspiring messages in their
communication, rather than resorting to flashy advertising or relying on
celebrities and influencers.
=> Become an ideal choice for youngsters when it comes to buying high - quality
Vietnamese local brand sneakers.
14
 MARKETING
STRATEGY Actual product
PRO
DUCT
Brand name and Logo: Slogan: The slogan of Ananas Materials: Ananas
Ananas Vietnam takes is "DiscoverYOU". Since its selects the Vulcanized
its brand name from inception, this message has Sneaker as the "core"
the image of the been discussed and analyzed product throughout its
"pineapple" (Ananas in several times on brand journey. As the first
French meaning forums. According to Ananas, and most fundamental
"pineapple"), with its young people (especially in design technology,
logo depicting a Vietnam) often find Vulcanized helps
pineapple - a sweet themselves in a state of Ananas shoes carry a
fruit that thrives and confusion, not knowing what classic and easy-to-
grows resiliently in they want, stemming from a wear, easy-to-style vibe.
harsh and arid soil lack of understanding of The trend of footwear
conditions. That's why themselves. DiscoverYOU among young people in
CEO Nguyen Hoang could be Ananas speaking to recent years, especially
Duong and his team customers, Ananas speaking from late 2023 until
chose this image to to itself, or customers now, has been towards
represent Ananas - the speaking to themselves. shoes with retro and
brand identity Therefore, DiscoverYOU is minimalist designs,
symbolizing their the message that Ananas with less emphasis on
journey to conquer the wants to remind everyone of: the technology inside
sneaker world. "Whatever you do, you need the shoes. Therefore,
to understand yourself and Ananas is offering
what you want." The better products directly
you understand yourself, the aimed at its target
more accurate your decisions customers.
will be.

Design:
Introducing various Releases shoe collections aimed at Collaborating with famous
unique shoe collections: the LGBTQ+ community: Every virtual influencers: By
In order to attract target June, Ananas consistently unveils launching shoes in
customers who are young products with LGBTQ+ themes to collaboration with popular
people seeking out support this community and characters like Doraemon or
distinctive footwear, demonstrate the brand's openness Lucky Luke, Ananas has
Ananas has released and concern for social issues, successfully captured the
several shoe collections something that modern youth are attention of young people due
such as Vintas Saigon seeking. Prominent collections to designs featuring
1980s or Urbas Corluray introduced in the past include characters closely associated
Pack, featuring stylish "Love Wins" in 2020 and "Love For with their childhood.
15 and youthful products. All, All For Love" in 2021.
 Customers can pay for delivery and credit via bank account, E-
wallet, Zalopay, and so on.
Ananas also offers Cash on Delivery (COD) payment method,
allowing customers to pay upon delivery, with free shipping for
Augmented orders over 900.000 VND and only a small fee for remaining
Product orders.
After-sales service: Ananas aims to ensure customer satisfaction
by offering a 7-day return policy for in-store purchases and a 14-
day return policy for online purchases, applicable to footwear and
fashion items.

P
a
y
m
e
n
t

PRODUCT
MARKETING STRATEGY 16
 PRICE Price Adjustment Strategies
Compared to competitors in the same industry, the price of Ananas shoes is considered
reasonable and significantly lower. For just 400,000 - 700,000 VND, you can own a pair of
high-quality shoes from the brand. This price range is also deemed suitable for the target
demographic aged 16 - 25 that the brand aims to reach, as they typically have lower incomes
and seek quality products at affordable prices.
More expensive price for better
Buy more - pay less: Promotional Pricing: Ananas quality: In addition to basic
Ananas implements a provides promotional prices product lines with affordable
continuous policy for for select products when prices, Ananas also introduces
customers with bulk purchased online through the the Track 6 product line at a
purchasing needs, company's website. These higher price point, doubling the
offering discounts of discounted products become cost, but with significant quality
up to 15%. much more accessible, with improvements. Specifically,
prices reduced by up to 50% within this price range,
compared to in-store customers receive a Cold
purchases. Celment sole for a more
comfortable walking experience,
glossy Nappa leather for a
premium feel, and breathable
Mesh fabric.

MARKETING STRATEGY
Direct marketing channels:
cost - effective for the brand and
helps Ananas build strong - direct relationships with customers.

PLACE
Offline:
Ananas currently has 8 stores in 2 cities
(7 stores in Ho Chi Minh City and 1 store in Hanoi).
Flagship store: The company will focus on the most prime locations in Saigon, where it can
reach its target customer group the fastest. This is also considered the brand's face, helping
the brand express its personality and the spirit of its products. Products here are often sold
in limited quantities.
Standard store: The company's standard store.
Special store: A specialized store that only sells one product line. If they are shoes,
customers will shop and choose the model they want easier and faster.
Outlet store: This will be where Ananas sells items that are in stock or are on sale. This type
of store will help the brand quickly recover capital and quickly resolve outdated items.
Pop-up store: Only appears for a short time, in special and unexpected locations.
Online:
The company also expands its online distribution channels through websites, fanpages and
Instagram. Especially, a user-friendly website with visually appealing and diverse product
images will provide customers with more options and a more convenient online shopping
17 experience.
PROMOTION
Social media marketing: Utilizing
social media platforms like
Facebook and Instagram to launch
new products and reach target
customers.
Sales promotion: Ananas aims to
Event: The brand has participated in
boost customer spending through
events like Sneaker Fest Vietnam,
attractive promotions. These include
using its Vulcanized High Top shoes
online discounts when shopping on
in the design inspired by the festival's
Ananas's website, discounted items for
mascot, Peeping. This showcases
Black Friday, offering discounts on
Ananas's active involvement in
the brand's anniversary and giving
popular culture and community
gifts on holidays (March 8th, October
events that resonate with their target
20th, …)
demographic.
Public relations (PR): Ananas has
Sponsorship: Ananas has sponsored
made a significant mark in for many youth-related events, such as
Vietnam's footwear industry Le Hong Phong’s festival in 2020,
through a combination of public AIESEC’s YouthSpeak program in
relations events, sponsorships, and 2019, Tuoi Hong Minh Khai in 2022,
corporate responsibility activities. Ngot’s Band music video in 2022, etc
Press: Ananas is making waves in the
youth and sneaker scene. Articles in
popular publications like Vietcetera,
Malu, MarketingAI, Kenh14, Extrim,
and L'officiel frequently mention the
brand. These articles praise Ananas
for its youthful, modern, and stylish
products and campaigns, making it
highly appealing to young consumers.
The overarching strategies and
initiatives by Ananas suggest a robust
engagement with their community
and audience through meaningful
brand actions and communications.

MARKETING STRATEGY 18
 ACTION PLAN
Back to School Campaign
This campaign focuses on increasing target customers’ brand awareness and promoting the
Ananas - Track 6 line, featuring comfortable shoes with soft soles, durable fabric, and a
simple design. These shoes are perfect for students who are active throughout the school day,
traveling between classes and participating in physical activities.

Collaborate with: Hoa Xù and Chí Hiển:

Both Hoa Xù and Chí Hiển are passionate about
dance and regularly share their dance videos on
TikTok. They recently gained popularity with their
viral "vinahey" dance video.
Chí Hiển is currently a member of the Fire Junior
dance crew, while Hoa Xù has been passionate
about dance since a young age and has
participated in various dance clubs at school.
Their energetic, modern, and individualistic
style aligns perfectly with Ananas' brand image.

TIMELINE: 15/08/2024 - 15/09/2024

Activities Review Promotion Time Work

Facebook & Instagram:

Share the captivating photos
from the "Schoolas" shoot.
TikTok:
+ Ananas's official page: Post a
Featuring Chí short dance video presented by
Hiển and Hoa Xù: Chí Hiển and Hoa Xù wearing
Capture their Ananas’s shoes.
1. “SCHOOLAS” Media
vibrant and 15/08/24 + Influencer Outreach:
photo shoot Coverage
youthful energy Collaborate with TikTok KOLs
with playful to review the Track 6 line,
interactions. highlighting the ongoing sale
with trendy captions like
"Hottest local shoe brand for
students in 2024!" and "Broke
19 but want fresh kicks?"
 ACTION PLAN
Back to School Campaign
Activities Review Promotion Time Work

Offer a compelling Facebook & Instagram:

2. Extended 16/08/24
30% discount on the Maintain campaign
Promotional Social -
Ananas - Track 6 momentum with regular posts
Discount Media 15/09/24
line to grab student promoting the "Up to 30% off
Push
attention. on Track 6" sale.

20
 ACTION PLAN
Back to School Campaign
Activities Review Promotion Time Work

Facebook & Instagram:

Announce the
workshop with eye-
Ananas is hosting a catching visuals.
free, limited-space Pre-
17/08/ TikTok: Ananas's page,
shoes customization Workshop
24 Chi Hien's page, and
workshop called "Draw Promotion
Hoa Xu's page will all
Your Style." Free be promoting the event
3. registration (limited and inviting followers
"Draw spots). to join.
Your Students can customize
Style" plain white Ananas
Facebook & Instagram:
Shoes shoes, providing
Share live updates and
Customiza valuable feedback to Live
25/08/ interviews with
tion the brand. Workshop
24 participants, capturing the
Workshop Special Guests: Chí Coverage
fun and creative
Hiển and Hoa Xù will
atmosphere.
join the fun by
customizing their own
shoes and interacting Facebook & Instagram:
Post-
with participants. 26/08/ Express gratitude to
Workshop
24 attendees and share a
Wrap-Up
photo recap of the
workshop's highlights.

D
R
A
21
W
 ACTION PLAN
Back to School Campaign
ACTIVITIES Review Promotion Time Work

Facebook & Instagram (August 28th):

The "SCHOOLAS"
Launch the "SCHOOLAS" campaign
Dance Tour is all
with a fun guessing game. "Hanoi
about empowering
high school students, can you guess
students to step
28/08/ which 5 schools we'll be visiting?" Ten
confidently into the
24 fastest commenters with the correct
new academic year. Pre-Tour
- hashtag win 500k VND vouchers!
We will be organizing Buzz
02/09/ Facebook & Instagram (August 29th):
random dance parties
24 Reveal those schools.
and battle dance
Facebook & Instagram (September
competitions with the
30th): Announce Chi Hien and Hoa
participation of Chi
Xu's participation in the
Hien, Hoa Xu at 5 high
"SCHOOLAS" Dance Tour.
schools in Hanoi,
4. including:
"SCHOOLAS" 1. Thang Long: 6/9
Ananas' Social Media (Ongoing):
- Dance 2. Kim Lien: 7/9
Provide live updates and photos from
Tour: Step 3. Phan Dinh Phung:
each school visit.
Up And 9/9 06/09/
Chi Hien & Hoa Xu's Social Media
Show 4. Viet Duc: 13/9 Touring 24
(Ongoing): Share their experiences
Yourself 5. Chu Van An: 14/9 the -
and interact with students on their
Student Perks: Schools 14/09/
own pages.
+"Discover You" 24
TikTok (Ongoing): Feature fun dance
message flyer
and interaction videos by Chi Hien
handwritten and
and Hoa Xu at these schools.
signed by Chí Hiển
and Hoa Xù + product
introduction
+ 30% discount
coupon on Track 6 Ananas' Social Media: Express gratitude
shoes exclusively for to students, Chi Hien & Hoa Xu, and
Post-Tour 15/09/
students participating school administrators for making the
Wrap-Up 24
in the "SCHOOLAS" "SCHOOLAS" tour a success.
Dance Tour (valid
until September 30th)

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poster 1
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poster 2
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poster 3
 REFERENCES
1. Ananas’ s revenue: https://ecommercedb.com/store/ananas.vn (2024,
January 28)
2. Phân tích chi tiết chiến lược marketing của Ananas
https://amis.misa.vn/30363/chien-luoc-marketing-cua-ananas/ (2021,
November 19)
3. Thương hiệu giày Việt Biti's, Bita's, Ananas... đứng đâu trên sàn đấu nội
địa, khi các đối thủ ngoại Adidas, Nike cũng đều "made in Vietnam"?
https://cafebiz.vn/thuong-hieu-giay-viet-bitis-bitas-ananas-dung-dau-
tren-san-dau-noi-dia-khi-cac-doi-thu-ngoai-adidas-nike-cung-deu-made-
in-vietnam-176231003083819994.chn (2023, October 3)
4. Phân khúc thị trường của Biti's và chiến lược kinh doanh bài bản
https://www.brandsvietnam.com/congdong/topic/337833-Phan-khuc-thi-
truong-cua-Biti-s-va-chien-luoc-kinh-doanh-bai-ban (2023, December 20)
5. Giới thiệu về Ananas: Ananas là gì? Giày Ananas của nước nào?
https://sneakerdaily.vn/ananas-la-gi-gioi-thieu-ve-ananas/ (2024, January
15)
6. CHỈ SỐ GIÁ TIÊU DÙNG, CHỈ SỐ GIÁ VÀNG VÀ CHỈ SỐ GIÁ ĐÔ LA
MỸ THÁNG 12 NĂM 2023 https://www.gso.gov.vn/du-lieu-va-so-lieu-
thong-ke/2023/12/chi-so-gia-tieu-dung-chi-so-gia-vang-va-chi-so-gia-do-
la-my-thang-12-nam-2023/ (2023, December 11)
7. Vulcanized sneakers https://ananas.vn/product-list/?
utm_source=google&utm_medium=pmax&gad_source=1&gclid=CjwKCAjw_
e2wBhAEEiwAyFFFo7FKUMdZesmDJ478aNreeIHqbSpKOpcI7mrTIJTVC
iE3NCWpZN435BoCQGUQAvD_BwE (2023, April 16)
8. Footwear - Vietnam
https://www.statista.com/outlook/cmo/footwear/vietnam (2024, March)
9. Trends come and go, but can businesses capitalise?
https://vietnamnews.vn/economy/business-beat/1520498/trends-come-and-
go-but-can-businesses-capitalise.html (2023, April 17)
10. Sneakers - Vietnam
https://www.statista.com/outlook/cmo/footwear/sneakers/vietnam
(2024, March)

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