BỘ GIÁO DĀC VÀ ĐÀO T¾O TR¯àNG Đ¾I HàC HOA SEN FINAL REPORT MEDIA STRATEGY AND TACTICS Đề tài: MEDIA PLAN Group Giảng viên h°ßng dẫn : Võ Hồng H¿nh Sinh viên thực hiện
: Vũ Ngác Nh° Quỳnh - 2175533
Nguyễn Trần Thanh Ngân- 2195577
Trần Thß Kim Ph°ÿng - 2181679 Tp. HCM, tháng 03 năm 2022 THANK YOU Thank Mrs.Hong Hanh,
Our team would like to thank the lecturers for their support during the completion of the report.
This was a very useful course and we learned a lot from the instructor. This is a very useful
subject when we graduate from school and we can use it for work as well as future plans when
we want to join or open a certain project. Thanks to the lessons of the lecturer we have a better
understanding of this subject, which is a subject I think is worth studying.
Finally, I would like to thank my team members for completing this final report together.
Together, they support each other in completing the exercises as well as helping to guide each other in this subject. TABLE OF CONTENT I.
Introduction ......................................................................................................................................... 1 1.
Mission ............................................................................................................................................. 1 2.
Logo/slogan ...................................................................................................................................... 1 3.
Achievements ................................................................................................................................... 1 4.
Product ............................................................................................................................................. 1 II.
Company and market analysis....................................................................................................... 6 1.
Company history ............................................................................................................................. 6 2.
Market overview ............................................................................................................................. 8 3.
Competitive analysis ....................................................................................................................... 9 III.
Marketing Analysis ....................................................................................................................... 11 1.
Marketing Mix strategies ............................................................................................................. 11 2.
SWOT Analysis ............................................................................................................................. 14 IV.
MEDIA PLAN ............................................................................................................................... 15 1.
Brand positioning: ........................................................................................................................ 15 2.
Dirty Coins Target Audience: ...................................................................................................... 17 3.
Media Strategy: ............................................................................................................................. 18 I. Introduction 1. Mission
This is how Dirtycoins brings value to the young streetwear-loving community,
encouraging them to be adventurous in their dressing sense. With a bold
personality, not afraid to take risks, Dirtycoins gradually expands the market
during the development of branches nationwide, bringing a very unique culture of Dirtycoins.
Giving young people the style to create a unique and new style, with the main
colors being black and white, with some other models in many new colors. 2. Logo/slogan
Logo: The brand's logo is taken from the letter "Y". The Y on the coin represents
the predecessor of Dirtycoins, The Yars Shop.
Slogan: bearing the unique character of "blood and blood money". 3. Achievements
Dirty Coins has quickly won the hearts of young people and gained wide
coverage thanks to its delicate, eye-catching and trend-leading designs.
Received great support from young people and quickly reached the top 10 of
the most influential Local Brands in the market today. 4. Product 1
LIST OF COLLECTIONS OF DIRTY COINS
a) DIRTY COINS Shirt: It is easy to see that on the Dirty Coins shirt
versions, whether in the old or new collection, no matter what type of
shirt, it still has its own substance. Bringing users a youthful, dynamic
style with meticulous and unique designs has quickly become the choice
of young people. Surprised that the product has a fairly student price but
has "parent" quality. This comes from the smooth, high-quality materials
and the stitches that are sewn meticulously enough to feel the passion that
the entire Dirty Coins team puts in each product.
Dirty Coins shirts always have a unique value that makes users always
admire and whisper every time they see them.
b) T-SHIRTS & POLO SHIRTS: In the versions of Dirty Coins or Dirty
Coins T Shirts, this brand offers simple T-shirts with designs that are not
too picky and complicated, but only are basic versions of Dirty Coins T Shirts. 2
The simple Dirty Coins T-shirt is already one of the top choices of modern young people
For the boys, we get wide-form Dirty Coins T-shirts that are comfortable to
wear. The motifs on it are also minimalistic so that he can freely mix &
match to create a unique and attractive outfit.
Or for trendy girls, it is completely possible to think of crop tops that flatter
their super top. Still the basic design of Dirty Coins T Shirts, but when used
in a Dirty Coins crop top, it gives her a personality full of personality and youthfulness. 3
The croptop shirt with the familiar basic design is super flattering for young and modern girls
In the series of Dirty Coins or T Shirt Dirty Coins, there are also youthful
and dynamic versions of polo shirts. When you own a T Shirt Dirty Coins
polo shirt, you will be able to wear it in any activity while still ensuring
fashion as well as luxurious and eye-catching beauty. 4
T Shirt Dirty Coins polo shirt has always brought a certain attraction to the
majority of young people today c) SHIRTS
Not only has the advantage with T-shirts, but Dirty Coins also has a few
versions of shirts, also known as Dirty Coins Shirts. Having both the elegant
look of a traditional shirt and a bit of personality, dynamism and modernity,
the Dirty Coins standard is interwoven to help the Dirty Coins Shirts impress young customers. . 5
Dirty Coins Shirts is a perfect combination between elegant beauty and youthfulness and dynamism II.
Company and market analysis
1. Company history
Dirty Coins is a local brand launched in 2017, formerly is The Yars Shop. Like its
name, Dirty Coins are coins earned from hard work from the early days, and since
then developed into a style of dress which is street style.
Streetwear is the word to talk about Dirty Coins. The brand focuses on building a
dynamic street style, breaking with different tones instead of just black and white like other streetwear styles.
Dirty Coins were featured at Sneaker Fest (an annual sneaker and streetwear event)
in 2017 and 2019. In 2020, the brand comeback with the collection associated with
BOBUI and is one of the most attractive factors in that event. 6
Dirty Coins was also voted by WeChoice Award as the favorite local brand in
2020, surpassing competitors such as BOBUI, Ananas, Degrey,... 7
Up to now, Dirty Coins has gained more than a million followers on both
Facebook and Instagram platforms and has proven to be a favorite local brand among young people.
Dirty Coins is still expanding its trading range across the country and has shops
located in major cities such as Ho Chi Minh, Hanoi, Bien Hoa, and Can Tho.
2. Market overview 8
A few years ago, local brand wasn’t something familiar to young Vietnamese
people. Young people at that time often chose for themselves Guangzhou clothes,
whoever was richer would buy global brand clothes. Local brands at that time were
still not appreciated because of the fear of price, design and quality.
Along with the development of the world's fashion industry, in 2018, local brand
became a very hot market in Vietnam and still maintains its attraction to young
people nowsaday. A series of local brands were born such as 5theway, Degrey, ...
with unique designs as attractive as global designs. Vietnam’s local brand has one
outstanding advantage, the price. Products are made in Vietnam, so the price will
be much cheaper. In addition, local brand captures the shopping habbits and
psychology of young Vietnamese people, so they are more and more successful.
Currently, according to the voting results at WeChoice Award 2020, the top 10
favorite local brands in Vietnam belong to Dirty Coins, Ananas, Uncover, BOBUI,
Paradox, Degrey, Clownz, Sonb Streetwear.
3. Competitive analysis a) Supplier Power
Suppliers' Power is not too high because there are many places that provide
tailoring services, and what makes Dirty Coins special is not in the fabric but in the
designs. As long as the designs are still suitable for young people, it is not too difficult to find suppliers. b) Buyer Power
For those who love to use local brands, buyers require the brand to update its
fashion continuously so that it is not out of date with world fashion. At the same
time, because the customers who use local brands are young people who have low 9
incomes, they will give priority to choosing products that are both cheap and
trendy. Thus, buyers' power is so huge that Dirty Coins needs to constantly change
and reduce product prices to satisfy its customers. c) Competitive Rivalry
Dirty Coins has rivalries that are global brands and other local brands. For global brands.
Global brands (Supreme, Off-white, ...) is a fashion brand that has been famous for
a long time and has a certain customer base, the annual profit is very large, so the
amount of money poured into advertising will also be ratio to it. By hiring
influential KOLs around the world, Global brands have the ability to easily make their clothes trending.
In contrast to Dirty Coins, this is just a newly established brand, still on the way to
asserting itself in the Vietnamese market, so the amount of money spent on
advertising is still limited. The choice of KOL is also only around the Vietnamese
market, making it difficult for the brand's products to become a trend, affecting
other young people who are not interested in local brands. With other local brands.
Local brand market is still a trend so the competition between brands is fierce.
Customers are not only attracted by the design of the brand but also by the content
that the brand brings, so creating for Dirty Coins a unique content is something that
they should aim for. In addition, local brands hardly pay much attention to running
advertising campaigns on a large scale, but only around online media, so Dirty
Coins can take this opportunity and increase advertising in more places to be able
to make their impression on customers. d) Threat of New Entry 10
Global brands like Supreme, Off-white,... so far have not had official stores in
Vietnam. However, the economic situation of Vietnam is growing, GDP per capita
is also increasing, so it is likely that in the future, these brands will open stores in
Vietnam to develop. Therefore, Dirty Coins needs to prepare carefully to be able to compete with these brands. e) Threat of Substitution
Substitution products are Guangzhou clothes and second-hand clothes.
When the fashion industry is changing more and more rapidly, spending a pretty
large amount of money to buy a piece of clothing that does not last long will cause
a lot of hesitation for low-income customers. This is a big advantage from
Guangzhou clothes because it also captures the trend well, but the price is
relatively cheap because the fabric is not good. Besides, the more developed
trading floors, the easier ordering from abroad.
If Guangzhou goods guarantee customers a good trend catch, second-hand goods
guarantee customers about fabric. Because the second-hand goods on sale are all
carefully selected products, although there will be some outdated items, in return,
the quality of the products is very high. This will be a very good alternative for
customers who are not interested in fashion trends. III. Marketing Analysis
1. Marketing Mix strategies a. Price
- The price is from average income and above, a t-shirt ranges from 250,000 VND
to 450,000 VND, from 13 to 18 years old, most of them are middle and high school
students can buy 70% of the sales, the rest is 19 age – 25 years old accounts for only 20% of sales. 11 Listed price b. Place
- To meet the shopping needs of a large number of its hardcore fans, Dirty Coins
has opened a series of DC shop branches across the country, in big cities like Ho
Chi Minh (7 branches), Bien Hoa, Can Tho, Hanoi (4 branches). 12 STORE c. Promotion
- Discount Codes & Promo Codes 13
2. SWOT Analysis a. Strengths
DirtyCoins is a local brand full of personality with leading fashion products. Dirty
Coins is actually a clever way of integrating the birth of the brand, has been
operating for many years and is quite sensitive to the development and constant
changes of the market, especially the fashion industry, DirtyCoins has had In their
hands, the great advantages that are focused on listening as well as meeting the
needs and tastes of customers.
During the 4-year development journey, Dirty Coins has released a variety of
models and different collections. Still ensuring the applicability in the daily life of
young people while still bearing the unique character of "Blood and blood money".
With any product when it is launched, it is meticulously and carefully cared for. 14
With the biggest strength that is focused on listening to the needs of customers as
well as grasping trends quickly. These are the important elements of a fashion
brand to have and maintain if it really wants to survive in today's rather harsh environment. b. Weakness
The quality of the product has not been appreciated, especially the fabric and the
print are not good. Therefore, DC is gradually losing customers, if not promptly
remedied, will lead to later consequences for loyal customers. c. Opportunities
Dirty Coins has a high number of followers in the local brand, on the fanpage's
instagram link page is currently nearing 1 million followers and is the first local
brand business to reach 1 million followers. Promote brand image through KOLs
trending at the time of sale (Personal Branding). It is easy to see that Monday Hieu,
Binz, wowwy, young people in the underground all own an item of the DC family.
- The basis of the vast majority of local brands today and this is also the similarity
the fashion industry must have. Constantly launching new products and increasing
categories helps the brand increase sales. d.Threats
- In the fashion market, an industry that is known for its constant and rapid change,
especially in the local Brand world, it is imperative that Dirty Coins always try to
transform every day to be able to develop and grow. further in the future. IV. MEDIA PLAN
1. Brand positioning:
Dirry Coins gives consumers a sense of dynamism without restraint through design
styles, communication methods on social media platforms and KOL selection.
In terms of design, Dirty Coins's design not only uses black and white colors like
most other streetwear brands, but also uses tough colors like orange, red to beo 15
colors like pink and purple. Besides, the company also diversified its designs with
skirts, crop tops, cardigans,... With Dirty Coins, any item can become bold streetstyle.
Regarding how to communicate on social media, Dirty Coins uses trendy and
humorous words, along with graphic images with filters that are bright but still
retain the dusty nature of street fashion. Dirty Coins is also trying their hand at the
Tiktok platform through trending videos from their samples.
About KOLs, most of them are people who don't have too high a profile, each
person has each aspect, each style, but all use DC to make the brand's design more versatile. Picture: Social 16 Picture : Design Picture: KOL
2. Dirty Coins Target Audience: 17