Tài liệu tham khảo Strategy - Tài liệu tham khảo | Đại học Hoa Sen

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