TABLE OF CONTENT

1.

INTRODUCTION

2.

INNOVATION, TARGET MARKET AND COMPETITIVE ADVANTAGE....................1

2.1 Innovation

...............................................................................................................1

.......................................................................................................................1

2.2 Competitive Advantage

2.3 Target market

3.

....................................................................................................2

..................................................................................................................3

a.

Customer profile...............................................................................................................3

b.

Media used by the Target Market ................................................................................5

c.

Competitors Profile

.....................................................................................................6

BRAINSTORM STRATEGIES (Marketing Mix).................................................................7

3.1

SWOT Analysis .............................................................................................................7

3.2

Product

3.3

Price

............................................................................................................................8

3.4

Place

.............................................................................................................................9

3.5

Promotion

.......................................................................................................................7

..................................................................................................................10

4.

ACTION PLAN

5.

MARKETING CAMPAIGN..................................................................................................15

6.

.................................................................................................................11

5.1

Promotional tools, strategies and media .....................................................................15

5.2

Promotional Concept

.................................................................................................16

PROMOTION EXECUTION................................................................................................17
6.1

Logo ...............................................................................................................................17

6.2

Business card

6.3

Membership card

6.4

Flyer.................................................................................................................................20

6.5

Poster...............................................................................................................................21

............................................................................................................18
.......................................................................................................19

REPORT
1. INTRODUCTION

(Prepared by Mai)
Task 3 that we are going to do somewhat relates to what we have done in
task 2. In task 3, we are required to create a report which details the
marketing campaign for the business that we have chosen to open in task
2. Our business is a fashion shop, where all the cheap but high quality
clothes are sold. After doing a lot of calculations in task 2 for our business,
we will move on to the next stage which is promoting our businesss image
to our target audience. We are all aware of the importance of marketing to
a businesss success. Therefore, in this task 3, we will create an effective
promotional strategy to advertise our business to our customers and make
our brand become popular. We are required to discuss various ways and
media that we are going to use for our marketing campaign and create
some designs to illustrate such as business card, flyer, poster, etc. Finally,
we will have an exhibition at our school where we will actually advertise our
shop to the students and teachers by doing the strategies that we have
discussed in this report.

2. INNOVATION, TARGET MARKET AND COMPETITIVE

ADVANTAGE
2.1 Innovation

(Prepared by
Quyen)
There have already been a lot of fashion shops around so weve come up
with an innovation in order to be different from the competitors. We
decided to hire good-looking employees to wear our products and stand at
the window as living mannequins posing and waving at passengers in order
to attract their attention. This is more interesting than using stiff and
emotionless mannequins as other shops do. We havent seen any shops
doing this strategy so we are confident that many people will be curious

and come to our shop. They can take pictures with the mannequins if they
want. We will also have cameras in the shop to control, supervise the staff
and look for the goods to prevent thefts. However, this strategy might not
work well on competition with other big and well-known shop such as Blue,
PT 2000, Nino Max, etc. We have learnt about the consumer, they feel like
to buy more when ever they feel healthy, we know that there are some
light bulb can make people feel healthier or at least they look like healthier.
We will put it in the changing room, and when a customer come in and
changes their clothes, they will look at themselves in the mirror and feel
healthy and it will make the customer want to buy more. More than that,
we will put speaker around the shop. These speaker not only for playing
music to the customer, but also they will tell the customer whenever we
have a discount. We will have a discount everyday, so the customer dont
need to wait until there are discount season to come to our shop, they can
come anytime they want, it will make the customer slightly want to go to
our shop more. The final innovation is called Mortgage Makeover it is a
method where all people come together and help one person to choose the
best clothes that suit for them. We use, this method to attract teenage
customer, we will ask for some employees have skill in choosing clothes
and make-up. It can be divided into two ways of Makeover. First we will
make it public that mean other customers can help this customer to choose
clothes and make-up, its all their decision, the employees just need to give
advises. The second way is to make it private if the customer feel shy
about themselves, we will keep the Makeover secret, no-one will know
about it, and again the customer will freely to choose the advise that they
feel comfort with.

2.2 Competitive Advantage

(Prepared by Vy)
The competitive advantage of our business is that we and our employees
have certain knowledge about fashion and good communication skills so

we can give advice to customers on how to combine different clothing,

what types of clothes will suit their body shape. We will provide to our
customers high quality products but with affordable price to our target
audience which is teenagers. We also keep up with the latest fashion trends
around the world to satisfy our customers needs for the latest clothing
styles and make sure that our products wont become old-fashioned. We
will have discount regularly from 5-15% which can be an advantage
because other competitors only have discounts according to special
occasions. The innovation that we intend to do is also an important
advantage of our shop. We will have living mannequins standing at the
window of our shop to attract customers. This strategy is still new and not
widely used here so we can gain advantage over our competitors. We also
have a new service called Mortgage Makeover that we have discussed
above. This is a completely new method because no competitors have
come up with the similar one to ours.

2.3 Target market

(Prepared by

Mai)

1 Customer profile

o Demographic analysis

Age: 14-22
Gender: Female
Location: District 1, 3, and 5
Education: Secondary qualifications
Marital status: Single
Occupation: Students
Income level: 100,000 500,000 VND (we considered this to be
allowance or pocket money because most students still depend on their

parents). As for university students who have already had a part-time

job to earn their own money, we aim the income level is: 1,000,000
2,000,000 VND.

Our products are fashionable clothes designed especially for young people.
Thats why we choose our target audience to be teenagers at the age 1322. We decide to focus only on female customers because they tend to
have higher demand for the products that we sell (the products are
imported from popular brands of Korea, Thailand) and spend more time on
going shopping. Our business is still new so it will be easier for us to restrict
the target market at first and then expand to male customers when we
become more popular. Our shop is located at District 5 so we expect most
of our customers to live in the surrounding areas and districts near our
location. If they live near our shop, they can see our shop easily and visit it
more often. Our customers are students who are studying from secondary
schools to universities so their education level is supposed to be at least
secondary qualifications. Students have to concentrate on studying and are
still dependent on their parents. They will receive allowances or pocket
money from their parents to buy anything they want and we estimate the
amount is 100,000 500,000 VND. As for university students who have
already had a part-time job to earn their own money, we aim the income
level is 1,000,000 2,000,000 VND. We will set the prices for our products
rather cheap so our young customers can afford to buy them.

o Psychographic analysis

Social class: Medium to high class

Interests: fashion, shopping, designing, and browsing the Web

Buying patterns: summer holidays, special occasions such as Tet

holidays and Christmas
Personality: active, confident, ambitious and fashionable
Lifestyle: appearance conscious, always keep up with the latest fashion
trends from around the world

Our products are not from famous and luxurious brands and have
affordable price so we expect our customers to come from medium class.
For this psychographic analysis, we have made surveys and give them to
female students at schools and universities to analyze the interests, buying
patterns, personality and lifestyle of our potential customers. From the
results, we come to a conclusion that most of them are interested in
fashion, going shopping, designing clothes and browsing the web. Our
business provides a wide range of products which are updated regularly to
keep up with the latest fashion trends. Hence, we think the interests will
make these potential customers want to visit our shop to satisfy their
needs and wants. In terms of buying patterns, the customers will come to
our shop most regularly in summer holidays and special occasions (Tet
holidays and Christmas) because they will have more free time at these
periods to buy new clothes. Our target audience is young people so their
personality is fashionable, active, confident and ambitious to be successful
in the future. A majority of them is appearance conscious and enjoy
updating the latest fashion trends from around the world to bring in their
clothes so we can focus on this kind of lifestyle to do our promotions and
advertising.

2 Media used by the Target Market

(Prepared by Quyen)
There are many kinds of media that we can choose to advertise our
business. After doing more thorough research about our target market
which is teenagers, we eventually choose two mediums that are most
commonly used by them: TV and Internet. We are certain that these
mediums are used by teenagers almost everyday in their daily life. They
usually spend hours each day on watching TV and browsing the Internet.
Therefore, we think it will be an effective way to advertise on TV and
Internet which have large number of teenage users. We can easily and
quickly get peoples attention to our fashion shop with Internet and TV
advertising. On TV, we might decide to have a short advertisement on
famous channels in Vietnam such as Yeah1 TV and YanTV. These channels
are meant for young audience and they are very popular among teenagers
so it will be easier for us to promote our products to the right target
market. On the Internet, we might create a banner to display on popular
websites and forums for teens like 2T, zing.vn or ask news website like
kenh14.vn to have an article that introduces about our shop and post to
their website. We will provide more details about the marketing strategies
used with these types of media in the later sections.

3 Competitors Profile
Vy and Mai)

(Prepared by

Competiti
ve
Advantag
e

Alohas
Business
(our
business)

Blues
business

Ninomaxx

PT 2000

Depth of
product/ser
vice line

Wide range of
products with
unique styles
(latest trend)

Concentrate
on T-shirt
products

Wide range of
products with a
variety of styles

Many types of
clothes with
suitable styles
for the young

Quality of
products/
services

Good quality

Good quality

High quality

Good quality

_Unique and
latest products
_Have
innovation
Staffs have
good
knowledge
about fashion,
design, can
guide and give
advice.

_Suitable with
many people.
_No unique
styles

Flyers, banners
on websites
and advertising
on TV

Have
discounts on
special
occasions

Not well-known
(new business)

Good
reputation

Satisfactory

Uniqueness
of products/
services
Specialist
knowledge,
skills and
experience
Unique
marketing
approach
and
strategies
Brand
strength
Level of
customer
service
Location
Price

99/9 Nguyen
Trai St, Ward
11, District 5
Affordable,
medium price.

Unique and
creative products

There are some

unique products

Staffs are helpful,

and have certain
knowledge about
fashion.

Friendly but not

all employees
have enough
knowledge
about fashion.

Have collections
to introduce new
products,
customer loyalty
cards
Long-established,
high reputation

Have
collections to
introduce new
products,
discounts
Rather popular
to teenagers

Medium

High level of
service

Good customer
service

136 Nguyen
Trai, District 5

54 Nguyen Trai
St, Ward 3,
District 5

249A Nguyen
Trai, Ward 2,
District 5

A little
expensive

Too expensive.

Affordable

Not all staffs

are
experienced.

Availability
sales/
service

Always have
products
available in
stock.

Days and
hours of
opening

8h-22h30, open
all 7 days/week

Parking
facilities

Wide enough
place for
parking, have
security to look
for customers
vehicles

Sometimes
run out of
products
8h-22h, open
all 7
days/week
Rather small
parking
facilities on
the sidewalk,
have
securities

Always have
products
available in
stock.

Usually run out

of sizes of a
particular
product.

8h-23h, open all

7 days/week

8h 22h, open
all 7 days/week

Parking facilities
on the sidewalk,
have securities,

Have a
separate large
place for
parking, have
securities

3. BRAINSTORM STRATEGIES (Marketing Mix)

3.1

SWOT Analysis

(Prepared by Mai)

STRENGTH
-

Doesnt require many staff,

easy to control
Wide range of products
Good communication skills
=> can give customers
advice on fashion
Can get low cost but high
quality products
Customers can order online
through a website

WEAKNESSES
-

OPPORTUNITIES
-

High demand
More people tend to choose
cheap but good quality
clothing.
Provide new service
(Mortgage Makeover) and
other unique innovations.
Can expand product lines

Have no experience
Have to deal with difficult
customers.
Returned products
Not getting enough
inventories => the products
are not always available in
stock when customers
require.
Some products need to be
ordered in advance.

THREATS
-

Rapid fashion change

Downturn in economy
Many strong competitors
around
Change in customer lifestyles
Foreign exchange rate
changes affecting imports of
products
8

such as shoes, handbags.

3.2 Product
(Prepared by
Mai)
Features: We will provide a wide range of products with youthful and
dynamic look so that our customers can freely choose any types of clothes
they want. Our products include many types of clothes: T-shirt, shirt,
blouse, hoodies, jeans, shorts and dress. These clothes are made from high
quality materials which not only make you look more attractive but also
help you feel comfortable when wearing. Our products have a variety of
styles and colors so that the customers can combine different clothes more
easily and suitably. We update the fashion trend regularly to make sure our
products wont be old-fashioned so all clothes sold in our shop are
guaranteed to be fashionable and up-to-date.
Benefits: We allow our customers to return the products within 1 day after
purchasing if they are not satisfied with their decisions as long as the tags
attached to the clothes are not removed. We will refund the money to them
or they can choose another type of clothes that have equivalent price to
the returned products. Besides, any problems encountered about the
quality of the products will be solved within 3 days after purchasing. We are
willing to fix any errors on the products and return them to you in good
condition.
Customers can also have other benefits when purchasing at our shop such
as discounts, benefits for owning membership cards and other special
promotions.
Packaging: At first, we will use good quality plastic bags for the packaging
of our products. The main color for all of the bags is blue because that is
the theme color of our shop. We will have our logo and brand name printed
on the bags so that anybody looks at them can immediately identify that
9

they come from Aloha Shop. However, when we become more popular and
expand our business, we will change the packaging from plastic bags to
cloth bags because they are environmentally friendly and also looks more
beautiful.
3.3

Price

(Prepared by Vy)

Items

Selling price per item (vnd)

T-shirt

104,000

Shirt

120,000

Blouse

143,000

Hoodies

150,000

Shorts

165,000

Jeans

255,000

Dress

270,000

Legging

90,000

Setting the right price for our products is extremely important because it
will determine if we will be able to gain profit and cover costs incurred. Our
target audience is teenagers so the price needs to be affordable because
they are still students and arent old enough to make their own money
(most of them are dependent on their parents). Therefore, setting a high
price for the products is not a wise way to do. We need to have an effective
pricing strategy, that is penetration pricing. Initially, a low price is set for all
of our products to attract customers. Of course they might doubt about the
quality if the price is too low so the price we set is only slightly lower than
other competitors price. Once we have created a good reputation to
customers, we might raise the price depending on the market.
We intend to have discount regularly for customers instead of having a
discount season like other competitors. The discount amount will vary

10

depends on the types of products and occasions, usually from 5 to 15%. We

also have discount vouchers of 30-40% which are given to the guests in our
parties held for loyal customers. Owners of membership cards receive
discount of 20% and especially 25% on their birthday.
3.4 Place
(Prepared by Quyen)
We get our products from wholesale suppliers or sometimes directly from
the manufacturers. We will establish a long-term relationship with them to
get the regular inventory for our shop if we can negotiate with them to get
a reasonable price and make sure that they provide good quality products
to us. To create diversity for our products, we also contact distributors of
imported clothing to get the products from different countries such as
Korea, Taiwan, Thailand, etc.
Our shop is located in District 5 which is a populated district. The address is
on Nguyen Trai Street which is a main road always full of vehicles and
passengers. This is a good location for our shop because the shop can be
seen by anybody on the street and there is a high chance that they will
visit our shop one day. Our premise is a two-floor house to create a wide
space for our shop so that our customers will feel comfortable and relaxed.
We receive orders from customers who stay within HCM City so we will
need several motorbikes to deliver the products to them. In the future, we
hope to expand our business by opening more branches in other districts
such as District 1 and 3.
3.5 Promotion
(Prepared by Quyen)
We are a new business so we are aware that we are disadvantaged
compare

to

long-established

competitors

who

have

created

good

reputation to everybody. Therefore, to make our brand become more wellknown, we have come up with a detailed marketing strategy for our
business. The media we will use for advertising is TV and Internet. We will
broadcast a short advertisement about our shop on Yeah1 TV and YanTV

11

which are popular channels to young people. We will also have a Facebook
page for our shop which updates new products and prices regularly so
anybody interested can follow. We will post short videos on our Youtube
account on a regular basis to introduce our new collections, events or other
special promotions.
For TV advertising, we need to create a short advertisement (about 30s)
which is unique and meaningful to get peoples attention and leave a good
impression on them about our fashion shop. The advertisement has to
convey the message of our business to the potential customers. We intend
to broadcast our shops advertisement on popular channels for teenagers
which are YanTV and Yeah1 TV.
Besides, we will take advantage of other promotional materials and tools to
promote our business. We will design our own flyers and distribute them to
people on crowded streets in District 1, 3 and 5. We also give business
cards which contain necessary information about our shop to customers or
anyone we meet so they will remember our business. Membership cards
will also be applied for customers and bring many benefits which can make
the customers want to come back other times.
We will hold parties with buffet and fashion show for our loyal customers
and give out discount and gift vouchers to them on these occasions. The
fashion show will demonstrate the latest collection of our shop and
performed by teen models.

4. ACTION PLAN

(Prepared by Mai)

12

Mont
h

11/20
11

12/20
11

Event name

Durati
on

Create and post

banners on zing.vn,
2 weeks
truongton.vn
(1 Have an article on
15/11)
kenh14.vn to introduce
about Aloha Shop
Internet
Create a Facebook page
advertisi
for Aloha shop
ng
Create an account on
Youtube. Start posting
videos on this account
to promote the
products and Aloha
shop.
2 weeks
Send invitation to chosen target
(16audience.
31/11)
Prepare for grand opening party
Hold the first party for target
audience from 13 18 (secondary
and high school students)
Hold the second party for target
audience from 19-22 (university)

24/12

Division of work

Vy: design banner

and contact 2
websites to post
banners.
Mai: discuss to have
an article on
kenh14.vn
Quyen: post videos
on Youtube account

Mai: send invitations

Quyen, Vy: find
location, prepare for
the party

Vy, Quyen, and Mai:

host the parties.

25/12
Vy: design business
cards

Start giving out business cards

Open Aloha Shop
Membership cards
1/201
1

2/201
1

Start advertising on TV (YanTV,

Yeah1)

1 month

Distribute flyers in District 1, 3,

and 5.

10 days

Hold a third party for customers

who have membership cards

After Tet
holiday

Mai: design
membership cards
and go printing
Mai, Quyen: produce
ad and contact the
TV station to
broadcast
Vy: design flyers
Hire part-time
employees to
distribute flyers
Vy: send invitations
and prepare
13

vouchers
Quyen, Mai: prepare
for the party

Give discount vouchers to

attenders

Overall campaign

(Prepared by Mai and

Quyen)

Internet
advertising

Prepare for
grand opening
party + Send
invitation

Hold 1st and 2nd

parties for 2 groups of
target market +
Business cards

Open Aloha
Shop +
Membership cards

Hold 3rd party for

members + discount
vouchers

Advertising on TV
+ Flyers

The chart above lists out all the specific steps that we are going to follow
throughout our marketing campaign. From the action plan and the overall
campaign that we have created, we will explain with more details about
each process:

First of all, we decide to advertise on the Internet because thats the

quickest way to approach our target market (teenagers). We will have the
banners of our shop displayed on popular websites for teenagers such as
2T (truongton.net) and Zing (zing.vn). We have a member who is good at
designing so we can create our own banner and make it stand out on these
websites to attract attention. We also ask kenh14.vn (which is a popular
news website for teens) to post an article to introduce about our shop to
the readers in its Fashion section. In addition, we will open a Facebook

14

page for our shop where we can update new products regularly and receive
comments from the users. All new collections, events and other special
promotions will be announced on our Facebook or via short videos posted
on our own Youtube account.

After that, we will move on to preparing for the grand opening parties

which will take place on Christmas Days (24,25/12). When giving out
surveys to students, we have asked them to write their names, addresses
and phone numbers so that we can contact them to send invitations to our
parties. The chosen ones are actually randomly selected from the lists and
limited to a certain number. To prepare for the parties, we have to find the
right location, look for teen models and arrange the fashion show. We make
use of Christmas occasion because thats the time when people usually go
out and have fun. Therefore, we also hope that our guests will have a great
time at our party on Christmas holiday.

We divide our target market into two groups: secondary and high school
students (13-18) and university students (19-22) so there will be two
separate parties for them. There will be a buffet in our parties and a fashion
show which we can use to introduce our first collection to potential
customers. We try to fill the parties with exciting activities so that they will
leave a deep impression on the attenders and make them want to come to
our shop. We want our guests to feel satisfied and entertained at our
parties. Besides, we will start giving the business cards to everybody who
takes part in our parties to promote our shop and remind them to visit
Aloha shop if they are interested.

Tet holiday starts from 23/1/2012 so we decide to open our shop at the

beginning of January, a few weeks before Lunar New Year. People tend to

15

have high demand for new clothes before Tet holiday because they want to
have a new look when New Year comes. Therefore, opening our shop
around this period can be an advantage to attract a lot of customers and
quickly make our brands name become well-known among teenagers. As
soon as we have our first customers, we will apply the membership cards
right way. This promotional material can bring many benefits to customers
so they will be tempted to come back again.

At the same time our shop is opened, we will proceed to TV advertising.

We intend to create a short but meaningful advertisement to convey the
message which can leave a long-lasting impact on the audience about our
shop. YanTV and Yeah1 TV are two popular channels for teenagers so we
decide to broadcast the advertisement of our shop there. The length for TV
advertisement is 1 month which we consider to be appropriate because it
can be very expensive to promote on TV for a long time. In addition to TV
advertising, we also use flyers to promote our business. We can design our
own flyers and make them look appealing so that when they are
distributed, people cannot take their eyes off the flyers and are urged to
come to our shop. We will hire part-time employees to give flyers on main
streets in District 1, 3 and 5 where we have our target market.

In February, after Tet holiday, we are going to have another party for our
customers who have already had their own membership cards. This is one
of the benefits that our customers can have once they own a membership
card. We hold this party to send our New Year greetings to them as well as
express our gratitude towards the first customers that we have. In this
party, we will give discount vouchers (30-40%) to all participants

16

The initial marketing strategy of our business will last for about 4 months
as we have presented in the action plan. This campaign helps promote our
businesss image and brand to the potential customers so that we can
attract them to our shop. However, we wont stop our marketing campaign
once our business has become popular. Instead, we will concentrate on
advertising on a bigger scale to enhance our reputation when we have the
ability to expand our business.

5. MARKETING CAMPAIGN
5.1

Promotional tools, strategies and media

(Prepared by Mai)

Media

TV

Radio

Advantages

Disadvantages

- Can reach large number of

people on a national or regional
level in a short period of time
- Quickly get peoples attention
by sight, sound and motion.
- Can target a specific group of
audience base on the channels.

- Cost a lot of money

- Advertisements can be an
annoyance as they interrupt people
when they are watching something.
- Limited length of airtime, as most
ads are only thirty seconds long or
less, which limits the amount of
information you can communicate

- Cheap
- Can convey our
advertisements to customers
who are commuting on cars and
buses
- Easy to create ads because
you only need to use sounds
and voices
- Can select audience according
to different stations.

- Not many young people listen to

radio
- Can only impress people by
sounds, lack of images
- Listeners cannot go back to your
ads to go over important points

17

- Popular media to teenagers

- Doesnt cost a lot of money
but very effective
- High interactivity with users
Internet - Ads can be placed in selected
locations, available 24/7
- Having your own website

Newspa
per

Flyers

5.2

- Allows you to reach a huge

number of people in a given
geographic area
- Have flexibility in deciding the
size and position of the ad in
the newspaper.
- Readers can go back to your
ads again and again whenever
they want
- Printed words are highly
believable
- Low cost to create flyers
- Easy to read as flyers are
usually designed with a lot of
white space, larger letters and a
limited number of words to
attract attention
- Easy to distribute and design

- Short message life

- Marketing materials (logos,
images) are exposed to the risk of
being copied by anyone on the
Internet.
- Requires Internet access
- Huge amount of ads on Web
pages makes users choose to
ignore them.
- Short existence
- Difficult to distinguish among
other ads unless you create a large
and remarkable one to get
attention.
- Lack of movement and sound
- May be limited to have only black
and white colors in the ads which
might appear unattractive to
readers.
- Dont have long-term impact
- Easily thrown away by people as
they consider them to be merely
pieces of paper.
- Many people tend to take flyers
for granted
- When dealing with large group of
target market then they can be
costly

Promotional Concept

(Prepared by Quyen)
Most of our promotional tools are used a lot by teenagers so we
concentrate on those tools. They are:
TV advertising: we need to create a short advertisement (about 30s) which
is unique and meaningful to get peoples attention and leave a good
impression on them about our fashion shop. The advertisement has to
convey the message of our business to the potential customers. We intend
to broadcast our shops advertisement on popular channels for teenagers
which are YanTV and Yeah1 TV.

18

Internet: We will broadcast a short advertisement about our shop on Yeah1

TV and YanTV which are popular channels to young people. We will also
have a Facebook page for our shop which updates new products and prices
regularly so anybody interested can follow. Also, we will put some video,
game, and some special event, all the information about our shop are
provided in our main webpage. We will post short videos on our Youtube
account on a regular basis to introduce our new collections, events or other
special promotions.
Parties for customers: We need to prepare for the party, we decide to use
Tet holiday as our advantage, on Tet, people travel around and go to party,
so we use it as our advantage. Right after 1 st and 2nd of Tet, we start to hold
the first and second party in day 3 rd and 4th, because that is when people
off their house and go out to have fun. This is the perfect time. We will run
the party and provide information to our customer, the location, the
innovation in our shop, etc. then we have buffet and fashion show
Membership card: customers who come to our shop for the first time will
receive a membership card. This card provides them many benefits such as
discount 20%, have the eligibility to take part in our parties (buffet
+fashion show)
Business card: we give business card to all customers and anyone we know
to introduce about our business. We provide necessary information on our
business card so customers can know the location and contact us if there is
anything they want to know.
Flyers and posters: we will design our own flyers and distribute at crowded
streets and district 1, 3 and 5. We also create posters to display our
products at places where our target market usually come.

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6. PROMOTION EXECUTION
6.1 Logo

(prepared by Vy and

Quyen)

Alohas logo & slogan

Alohas mascot

That was the final design of our fashion shops logo: a beach on an island
theme just like describe the word Aloha. Aloha means welcome in
Hawaii word, when come up with this word, my mind are remind of
something about Hawaii theme. So,I draw a small coconut tree nearby
Aloha word, from the tree I made a black border to describe a opening
theme of a small background of an island. The sun is shining to describe
something brand new, something that made you felt more relax and
refreshing and catch peoples eyes. Aloha word also I made the color look
like a beach color like blue and white, the word its talking at all, a
welcoming word to the brand new fashion life style. Also the slogan : Aloha
to our shop, Aloha to new you mean Aloha fashion shop is welcome to
everyone and Aloha will also change your new life style of your fashion
choice.
But of course, we open a fashion shop so when done this logo, the island
theme didnt fit enough of the full meaning of fashion, then we decide to
made a mascot, an animal from the island : Monkey. The monkey also I
want to made it more adorable and funny so that will made people fall from
the cuteness and the attractive its will be the main thing to control them. I

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want the monkey to wear something because its a fashion shop, that
mean it will have clothes. He wears a white T-shirt, its white because its not
colorful and simple, also its have logo of fashion shop in it. This mascot
monkey also its will be a main picture for me to do flyer and poster.

6.2

Business card

(prepared by Vy)
Front of Alohas business card

Back of Alohas business card

Front size of business card in our shop: its very simple because business
card didnt to be need colorful and the contact are more important. I also
add some icon (found in internet) instead of the text tel or address. The
background only mix white and blue, the contact I wrote in

blue color

because its more easy to see in white background.

Back size of our business card: Its will be show the map of Nguyen Trai
Street and the star icon it will be the location of our shop. The map will be
the main direction to show people where to find our shop more easily. Next
to the map its our logo and slogan, this slogan look more colorful to attract
people to come our shop in the map. And below of the map and logo its a

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website of our shop, I also take the icon in Internet to look more
interesting

6.3 Membership card

(Prepared by Mai

and Vy)

Front of Alohas
membership card

Our membership card looks more simple and dont need to have more
information. We only add the card number blank box and expiry date blank
box. The word Membership card I also made it looks like beach color to
catch peoples eyes.

Back of Alohas
membership card

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At the back its only show some rules and benefit of Alohas membership
card. Under its decorate some picture of monkey head to made them just
like they are happy and welcome you anytime you use this card. For the
background its look like a christmas theme with some snow to made its
more attractive

and

catch

eyes.

people

6.4
(Prepared by

Flyer
Vy)

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This is our flyer, its will be have 3 colors: green, blue and organe. Because
when do the flyer, we can made the color are different to look its less
boring and people felt interesting with only these 3 colors.We have logo
and our slogan and then next its a header Aloha fashion shop with
organe highlight color. Then its have some big red words with the question
Why to come to our shop. So, then with some shirt icon and some small
blue words and I made the number of 5-15 %, cheap-quality more bigger
to show the discount. Next to the words ia a sample picture of T-shirts and
under its a sample picture of jeans. I want to put those main picutre
because they wil be the product that we are going to sell. Under its a
monkey that attact people with some cute words I promise we will have
nice clothes, pertty please?.And then, the contact its always important and
they will be the main reason people can contact with us after seen all the
information in flyer.

6.5 Poster

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This is a hidden poster of our shop.Its hidden because this poster want to
made a secert of the shop before exhibition date. That mean before the
exhibition date, we will made this poster to made people noticed whats
going on and whats happen to this poster etc like Is there a event that
coming up soon and whats is it, why this poster have a big question mark
and what this black image hidden, its something that coming up soon?
People will felt curious of this poster and they cant wait to see whats
happen to the event that coming up.

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