Please help me solve this case , ESPECIALLY QUESTION NUMBER 4

Question 1: Apply the Product/Market Expansion Grid to discuss Viet Tien's plan to rejuvenate the brand Question 2 : Since Vietnam's process of international economic integration has been vigorously, please discuss the impact of FTAs as "open policies" for the fashion industry in general, and Viet Tien in particular. What are other micro and macro-environmental factors that influence Viet Tiens marketing strategy? Question 3 : Discuss how Viet Tien apply market segmentation and targeting to approach customers after their plan to rejuvenate the brand? Question 4: After the launch of the product re-introduction campaign (functional campaign) and the exciting events (occasional movement), draw the Positioning Map to understand how consumers feel about Viet Tien 's brands relative to their competitors and discuss about their Positioning strategies. You should consider the positioning dimensions and identify their competitors to clarify competitive advantages in their business strategy.

VIET TIEN THE REJUVENATION OF A NATIONAL BRAND In 2018, for the first time in more than 40 years, Vietnamese consumers encountered a completely new, fashionable, modern and youthful image of Viet Tien. That campaign was "The Moment of Gentleness - a spectacular milestone, a bold turning point for such a long-standing brand like Viet Tien. Following up the success in that repositioning journey, in 2019, "The Gentle Spirit of Viet" was launched as a reaffirmation for the mission of a Viet Tien - carrying the pride of accompanying and honouring the gentleness of Vietnamese men. CONTEXT Over the last 50 years, Viet Tien has constantly attempted to transform and diversify the fashion product lines for men. The brand deeply researched the behaviour of the target customer group across the country and came up with three designs that are suitable for the body shape and preferences of the audience according to different regions. Viet Tien started implementing a plan to rejuvenate the brand from 2017. With existing product lines, Viet Tien also adjusts to keep up with the constantly changing tastes of users. In addition to the main products of office men's fashion, which are the 'Formal & Very Formal Style', the company develops other products, including 'Smart Casual lines for travel, streetwear, sports, home wear and underwear to expand to other segments of younger customer groups. In addition, in August 2017, Viet Tien officially franchised the sneaker brand of Skechers to expand the segment in the men's fashion field. The reason for bringing Skechers into Viet Tien's domestic store system is that the famous American walking shoe brand can be harmoniously combined with key products of Viet Tien. Therefore, Viet Tien bought the trademark rights for 7 months and then continued to stick with this brand from 2018. "Based on the existing segment of middle-aged customers, we have more products for the age group from 24 to under 35 years old. This is the fastest-changing and most fashionable customer group," said Mr. Phan Van Kiet, Deputy General Director of Viet Tien Company. This strategy is part of the plan to diversify products and trade in international brands that Viet Tien is building, which is expected to contribute the majority of the total annual revenue. Viet Tien is gradually changing to catch up with market trends and move towards a multi-industry model in the future. This is a step in expanding the brand and diversifying product categories to achieve an annual growth rate of over 20%. VIETNAM- The GOLD MINE OF FOREIGN FASHION BRANDS However, the reality of the market shows that when it comes to the image of a man wearing a Viet Tien shirt, consumers have the stereotype of the elder one with not very high income, not holding any managing position, dress simply and have no sense in fashion. According to experts, the Vietnamese market of more than 90 million people with an average growth rate of 15-20% is the "dream" of many foreign enterprises. With sound financial resources and organized business, foreign enterprises are dominating the Vietnamese market. In addition, the tax rate for the domestic garment industry when Vietnam joins the TPP is quite positive, creating more favourable investment opportunities in the Vietnamese market. Viet Tien has been facing increasing competition with both domestic and foreign brands. Suppose 2018 is the race of domestic men's fashion brands (An Phuoc, Owen, ...), then from 2019. In that case, the massive importation and rise of foreign brands in Vietnam (Zara, H&M, Uniqlo,...) makes the competition even more fierce. The first Zara store was opened in Ho Chi Minh City near the end of 2016. On the first days of opening, customers were extremely crowded, there were long lines of customers to try on and checkout. It seems that many Vietnamese people are thirsty for Zara and this brand has hit the hearts of many people. Following in Zara's footsteps, customers also enjoy the entry of H&M. Previously, foreign brands such as CK, Levis, Pierre Cardin, D&G, Gucci, Mango ... have observed the potential Vietnamese market and are distributed by export garment companies. According to incomplete statistics, more than 200 foreign fashion brands are present in Vietnam, accounting for more than 60% of the market, with the most muscular consumption being mid-range brands such as Giordano, Bossini (Asia) high-range. like CK, Mango, D&G... Maintaining a foothold and developing at home is a problem for Vietnamese fashion businesses. Financial resources are generally inferior to foreign competitors, which is a weakness of Vietnamese enterprises. Recognizing the risks, the market boom, and the rapid change in consumers' taste, Viet Tien sought advice from April a creditable agency - working together to find a new direction for the brand. GOALS 1. Renewing consumers' perception of a completely new, advanced, professional and youthful Vietnamese brand. 2. Make consumers aware that Viet Tien is an all-in-one brand for men which has anything related to fashion that a man may need. 3. Increase consumer awareness and brand love for Viet Tien. Hence, make the keyword "gentle" become the identity characteristic of the brand. 4. Rejuvenate the target audience's brand image and fashion style, specifically the middle-aged, from 35 to 50 years old. 5. Inform and impress consumers about the launch of Viet Tien House system together with E-store- the online shopping channel. INSIGHT To solve the problem, April used the information provided by Viet Tien and began to dig deep into the insight of the target audience, thereby classifying the target groups as follows: Main target group: Middle-aged men (35-50 years old), account for 60-70%. - In terms of fashion, men may need comfortable and formal products that can express their confidence and maturity and reflect themselves as successful people with a strong fashion sense. - The group includes an audience with stable fashion needs with a wide selection of design, textures and essential outfits. Besides, they also want to express themselves through small changes in the style when it is necessary Secondary target group: Relatives (Wife/Lover/Children) of the main group, account for 30-40%. - People who believe that they are the ones who understand their husband father's style of dress and will choose the right clothes for them. - Have a particular interest in fashion trends and often pay attention to promotions. Expanded target group: Young people (23-29 years old) - In the period of starting work and career development, they need to change their style for the office environment, more gently and thoughtfully. However, they still want to show dynamism, youthful and trendy fashion - Perceive Viet Tien as a fashion brand for middle-aged people, not suitable for young customers like them. With the specific insight of each target group, April offers different creative approaches according to each stage, gradually repositioning the brand image in the minds of consumers. STRATEGIES With the philosophy of a Creative Partner, April saw themselves as an assistant of Viet Tien, sharing the same goal of finding the most effective strategy. Back in 2018, April cooperated with Viet Tien to start changing the brand image in the eyes of consumers. The campaign "The Moment of Gentleness" was established, informed users about Viet Tien - the all-in-one fashion brand for Vietnamese men. In 2019, Viet Tien and April continued to deploy the campaign " The Gentle Spirit of Viet " to affirm the position of accompanying Vietnamese gentlemen in the context of constantly moving towards success; offer solutions to increase the emotional value of the brand and brand love; express the fashion message and elegant temperament of Vietnamese men with modern images and content, keeping up with the trend. BIG CONCEPTS The big concept "The Moment of Gentleness": In the first year - 2018, to change the stereotype of "only office fashion" about Viet Tien, the product re-introduction campaign (functional) went along with the interesting events (occasional) to impress the market with the variety of designs, all-in-one fashion meets all the needs of men of all ages/stages in life. The image of a gentle, modern and dynamic Viet Tien man in the minds of consumers is the new positioning the brand wants to aim for and is determined to achieve. The social concept "Go Vietnam" was established according to the AFF Cup series of events with a big idea showing the spirit of always moving forward with the gentleness of Vietnamese men resonating with the spirit of the long-standing Vietnamese brand. The message "Vietnam Tien Len" itself is also a play on words with the brand name itself. Big concept "The Gentle Spirit of Viet": Following up the success of the first and second year of 2019, besides continuing to communicate about products, the brand focuses on using emotional values and inspiration to create brand love to connect with buyers in order to build a brand image associated with Vietnamese men's characteristics, thereby cleverly affirming the national pride. IMPLEMENT STAGES 2018 This is the stage of rejuvenating Viet Tien's image through social networks such as lookbooks, videos, and content to create a new, modern feeling and constantly update trends. At the same time, Viet Tien continuously diversified the designs and materials of the product lines to increase the reason-to-believe for consumers. Thereby, Viet Tien gradually increases emotional value and functional value, creating persuasion, engagement, and brand loyalty. 2019 Following up the success in 2018, Viet Tien implemented the campaign "The Gentle Spirit of Viet". This campaign was deployed on social networks with many youthful, trending contents, and portrayed the message "Viet Tien will accompany the success of Vietnamese men". Moreover, Viet Tien continuously launched new products through dynamic, youthful but equally gentle lookbooks for consumers of all ages. SOCIAL 2018 Content on social networks, specifically Facebook, began to change towards the rejuvenation of Viet Tien's image by using a youthful model image with a more dynamic concept. Creative content quickly caught the trend effectively and follows the fashion topics that men are interested in (for example, the concept of new men's fashion trends, how to choose clothes, mix & match clothes, ...). In particular, the highlight is the AFF Cup event, which led to the post "6 styles of shirt collars in Vietnam Tien Len" which gained enthusiastic attention and encouragement on social networks. The series of creative posts "Go Vietnam" was established, then cleverly integrated national pride with topicality in football matches with products from Vietnamese brands. A series of social posts are highly effective in increasing brand love, such as: 1001 reasons to love Vietnamese football, 6 types of football fans, 3 tactical maps of Vietnam Tien Len. 2019 HI NGH THU G CNH 2017 COSTA Vit Nam Tin Ln COMETRE MY TRIU TIEN EU FANCO BONG DA VIETNAM Besides AoC content, Viet Tien continued the success of 2018 creative content, closely following many topical events. The content "Set pride, connect desire" with the image of a bright red Viet Tien shirt with a yellow star button had been supported to the point of inspiring Viet Tien to launch the Vietnam Tien Len collection in response to the Favorite from fans. It can be said that this is an example of seizing the opportunity to create brand love from content to products and increase sales. Another impressive trend-catching event conducted by April for the Viet Tien brand at the beginning of 2019 is a creative post when the US-North Korea summit in Vietnam. CONTENT VIDEO 2018 Thematic video "The Moment of Gentleness" 2018 was the first step to mark the transformation of Viet Tien. The TVC told about moments in the lives of two male protagonists representing Viet Tien's target audience: middle-aged men (35 - 50 years old) and young men (23 - 29 years old). Throughout the video were the daily moments of Vietnamese men, including: working, relaxing, spending time with family. In any situation, they were always elegant and brave with the companions of Viet Tien. Thereby expressing the diversity of products, as well as the youthful, modern and fashionableness that Viet Tien is aiming for in the upcoming journey. The problem of creative product-focused communication, especially for brands with multiple product lines, is always challenging. In the past, April themselves had also implemented an innovative project to solve a similar problem for the high-end kitchen solution brand Hfele from Germany. 2019 Thematic video "The Gentle Spirit of Viet" The video was successful in inspiring men with elegant and well-mannered fashion styles, constantly moving towards achievements, thereby demonstrating Viet Tien's understanding and companionship role. The image of men moving forward is a connection with the social concept "Go Vietnam" 2018. Constantly changing and increasingly asserting an elegant style. The video once again showed the diversity of Viet Tien product lines and the high applicability in the ability to mix & match outfits suitable for diverse contexts and fashion styles. TII KHC CA S LCH LM ito LCH LM KH CHT VIT vi 2019 Similar to 2018, all Viet Tien lookbooks had their own concepts and diverse themes (Summer Shirt, Timeless elegance, Smart shirts for Vietnamese gentlemen...) showing their quickness to update trends, trendy nuances but still keeping a constant elegance, focusing on outstanding topics that are attractive to target customers. IN-STORE ACTIVITIES In order to improve the user experience, Viettien House was established to create a uniformity of quality between stores, opening a luxurious, modern and quality shopping space where Vietnamese gentlemen are free to choose for their favorite style. The introduction video about Viettien House was also impressive thanks to its new content and perspective. The main creative hook lay in the use of mannequins to replace real human actors, resonating with music and vivid angles, recreating the environment. Impressive product application field right in Viettien House space. RESULTS The media: In 2019, the campaign achieved 11,000,000 impressions and 5,000,000 social media hits, 260% higher than the initial set KPIs. Business: In 2019, Viet Tien's domestic revenue reached VND 1100 billion, the highest in history, counterbalanced with export revenue. Prize: In 2018, Viet Tien became one of the top 50 brands in Vietnam voted by Forbes. CONCLUSION This is not only a campaign to refresh the brand image, but also a successful "gentleman" rejuvenation campaign of Viet Tien. Through that, Viet Tien can help Vietnamese men feel young, comfortable, but equally gentle in life, significantly increasing the pride of Vietnamese products