ACADEMIES AUSTRALASIA POLYTECHNIC

Principles of Digital and Social Media Marketing

REPORT
DIBLOW Fashion Company

Name Student: Tran Khanh Linh Bui

Student ID: 202369584

Subjects: Principles of Digital and Social Media Marketing

Types: Assessment 3

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I. Introduction
1.1 General introduction about DIBLOW fashion distribution company and
New Era fashion brand
1.1.1 DIBLOW fashion distribution company
 Established: March 11, 2018 on Facebook group platform.
 Specializes in exclusive distribution of fashion imported from NEW ERA
factories located in China and Vietnam.
 DIBLOW products are high quality at affordable prices, always updated with
the latest fashion trends from famous teams of the American professional
baseball league such as New York Yankees, LA Dodgers, Boston Redsox
 The main business activity is online business. DIBLOW also distributes to other
wholesale and retail agents in the country.
I.1.1. Brand thời trang New Era

New Era (Full name is New Era Cap Company) is a company with a tradition
of producing and distributing hats for major tournaments around the world.
Established in 1920 in Buffalo, New York. New Era recently marked a
historical milestone of more than 100 years. This brand has products that are
very popular and are distributed worldwide.

This brand is mostly based on the special appeal of the teams in the MLB
organization, New Era also produces accessories (especially hats) and baseball
costumes with the influence of the teams. baseball of the American professional
baseball league MLB.

This is the only official partner brand of the three major sports leagues (MLB,
NFL, NBA).

Thanks to keeping up with fashion trends for young people, New Era produces
and supplies many other accessory products such as clothes, backpacks,
accessories, bags, etc.

I.1.2. Vision and mission of DIBLOW fashion distribution

company
 Vision: Become the leading exclusive fashion distributor in the region, loved by
young people and trusted by customers
 Mission: Committed to providing customers with unique, high quality fashion
products, consistent with international fashion trends & competitive prices.
I.1.3. Distribution channel system
Business activities are mainly online business on social networking sites such as
Facebook, Tiktok, Shopee,...
 Direct distribution:

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 - Through DIBLOW's offline store system
 Indirect distribution:
- DIBLOW also distributes to other wholesale and retail agents in Vietnam and
abroad
- Shopping centers and convenience stores. Specifically, SAIGON SQUARE (is a
large shopping center in Ho Chi Minh City with many booths specializing in
providing famous brands in the world).
- Retail without going through stores (Facebook, Tiktok shop, Shopee,...)
- Provide wholesale orders for customers in the Indian market.
- Through Influencers and KOLs or Affiliates on e-commerce platforms.
I.2.Main purpose of the report

Analyze the company's digital media mix and recommend improvements.

II. Content of the report

II.1. Analysis of Micro and Macro environment

II.2. Marketing Models

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  We can further analyze the business environment using Porter's Five
Forces model to understand the competitive landscape:
 Threat of New Entrants:
In the Vietnamese market, the current fashion market is becoming saturated and it is a
time of economic recession, making it very difficult for competitors with DIBLOW to
enter the market.
With DIBLOW having many years of experience and having a foothold in the
Vietnamese market, this is a huge barrier and pressure for competitors wishing to enter
this market.
 Bargaining Power of Suppliers:
- When online shopping and selling began to develop, DIBLOW
seized the opportunity and was proud to be the leading company
in exclusive distribution of New Era fashion brand in the
Vietnamese market.
- -Since then, it has been a stepping stone for DILOW to hold most
of the Vietnamese market. DIBLOW's main suppliers come from
2 sources:
 From factory in China: High-end product segment, limited
edition products.
 From factory in Vietnam: Unisex product segment, produced
in large quantities
 After many years of cooperation and working with suppliers to build long-term
cooperative relationships based on mutual trust and cooperation. This can help
DIBLOW get better prices and conditions, while ensuring stable input quality.
 Currently DILOW affirms that it is the sole exclusive company of New Era
fashion brand in Vietnam.
 Bargaining Power of Buyers:
DIBLOW focuses very much on customers and always provides the best products to
customers, creating a comfortable and trusting mentality when customers use
DIBLOW products.
Product prices are listed and have never changed since the company's founding.
Suitable for customers' needs and budget.
Currently the company has a very large customer file throughout Vietnam with more
than 100,000 customers at Facebook, wholesale and retail distribution to agents across
the country and abroad,...
 With the above conditions, the company will ensure product output for
customers.
 Threat of Substitutes:
Currently, in Vietnam in particular and the world in general, there are many fashion
brands that are growing rapidly and developing rapidly. Can affect the output of the
product, or customers will switch to another product or brand.
In particular, in Vietnam there are many fashion brands that copy New Era's designs
and designs. But that does not affect the company, the management board has
anticipated and come up with the perfect strategy to retain customers. The company
focuses on improving customer support to the maximum to create the best feeling for
customers. Build e-commerce and social media channels for product marketing. Offer
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vouchers and special offers to customers. Focus on communication and cooperation
with celebrities and influencers to create customer trust in the product
- Competitive Rivalry:
In Vietnam, currently there is no New Era fashion distribution company that
competes with DIBLOW. There is only competition between DIBLOW and local
brands but it is not significant thanks to the company's reasonable strategy.
The proportion of loyal customers accounts for up to 80% because the company's
customer policy is highly effective, creating trust with customers.
Profit about 50%
II.3. Analysis of digital media
Target:
DIBLOW's target audience is customers of all ages. Can be men, women,
teenagers or adults. The youth community likes to express their individuality
and style in particular. People who love exclusive fashion, trends,... in general.
They mostly operate on the platform
Facebook (Group and company Fanpage)
Instagram , Threads (Company account)
Tiktok shop or on e-commerce platforms,...
Digital media platforms:
Website: Currently the website has stopped working after a period of testing,
the cost of running advertising is high but the effectiveness is much lower than
social media platforms. So the company decided to stop operations to focus
costs on social media platforms.
Social Media: Here about social media DIBLOW can fully use platforms like
Instagram, Facebook or even the hottest app on social networks like Tiktok can
be fully used by sharing images and videos. as well as videos about DIBLOW's
newly released products with many of today's modern fashion and outfit trends.
Email Marketing: DIBLOW 100% uses email to provide necessary
information related to incentives, new product information as well as many
programs with super promotional prices.
Online advertising: In addition to using other online advertising tools, the
company also launches online advertising such as Facebook, Tiktok,... to reach
customers easily and effectively. .
Interactive content: DIBLOW always creates a unique identity, always has
interactive content steps, polls opinions each year and each season to stimulate
audiences who want to use it like that. on social media platforms.

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 With multi-dimensional approach strategies, DIBLOW is able to clearly
identify target audiences and fully optimize digital communication strategies to
communicate effectively with customers.
2.4 Discuss the effectiveness of the digital social media technology tools used:

Increase interaction and influence: Tools such as Instragram and Facebook

have helped BIDLOW have more interaction with customers and target
audiences through promoting products, images, videos and content. no less
interesting about fashion products. The number of people liking, commenting
and sharing the article is a measurement to determine the level of interaction
and also the extremely strong influence of DIBLOW on these platforms.

Increase brand awareness: Always appearing on social media platforms not

only helps DIBLOW attract the target audience but also strengthens DIBLOW's
brand and reputation. The number of interactions and likes is increasing day by
day, showing the interest and following of customers for DIBLOW on social
networks.

Increase interaction and communication: Here, thanks to communication

tools such as Instagram or Facebook, especially the hottest social network
today, Tiktok, DIBLOW can enhance the ability to respond to comments using
directly, including texting customers quickly. Thanks to customer feedback,
DIBLOW shows that DIBLOW's prestige as well as thoughtful customer care.

Data Collection and Feedback: With today's Social Media Management

Tools, it is a springboard for data to clearly show the performance of the media
segment. Showing that this data can be used to evaluate and adjust DIBLOW's
communication strategy to reflect customer needs and feedback.

3. Proposal on Redesigning posters/flyers or brochures as a

Strategy to enhance customer communication and increase
efficiency
3.1 Create attractive design:
Using high quality images, products, and interesting content about DIBLOW
fashion brings attraction and interest from customers. Use as many layouts,
graphics, colors or even fonts as possible to create a harmonious, easy-to-read
brand feeling for consumers.

3.2 Create attractive and convincing content:

Use very short, sharp title sentences that leave an impression on customers from
the first moment they notice the product. Create models and content that
describe DIBLOW's existing products and services in a convincing and
attractive way.

3.3 Offer a series of attractive incentives and promotions:

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 Here, it is recommended to offer many special offers, deep discounts on major
holidays, or accompanying gifts and accessories to stimulate interest. attention
and encourage customers to shop. Display many descriptions, special
announcements with promotions or special events and festivals of DIBLOW to
create a lot of curiosity for customers.

3.4 Provide contact information and instructions:

To ensure customers know more about the information and contact information
about DIBLOW, it is recommended to display a lot of information on a poster
or even flyers. Full information appears such as address, email or contact
methods such as Facebook, Instagram,...

4. Recommendation:

4.1 Relationship:
Use Digital Marketing and online sales channels to attract potential customers.
Use customer service programs, promotions,... to build close relationships with
current customers.
4.2 Segment:
The youth community likes to express their own personality and style in
particular.
People who love exclusive fashion, especially sports fashion products, trends...
in general.
Depends on whether it is male, female, teenager or adult
Competitive advantage: Completely exclusive products from famous American
professional football teams
=> Attraction to fans from different countries around the world.
Products are exported entirely using quality materials nationwide.
=> Thanks to high quality, products and services meet the needs of international
customers.
The price is completely lower than other famous brands.
=> Competitive prices, attracting international customers.
Consumer trends: The world's exclusive fashion market is on a strong growth
trend. According to a McKinsey report, revenue will reach $452 billion by
2025.

4.3 Target markets:

United States with an estimated market size of $370 billion by 2023, estimated
sales of $100 billion by 2023.
Japan with an estimated market size of $230 billion by 2023.
China with an estimated market size of $170 billion by 2023

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4.5 Data sheet: EFE Matrix

STT External factors Critical Classify Important

level points
1 Source of imported goods: 0.2 4 0.8
- From China, import tax is low
- In Vietnam there are almost none
2 Abundant customer base 0.15 4 0.6
-Odd: Facebook group 100
-Wholesale: private group (Saigon Square)
3 Collab with Celeb, famous brand 0.1 3 0.3
(Catch up with world fashion trends)
4 Pressure from substitute products such as 0.05 1 0.05
local brands

STT External factors Critical Classify Important

level points
1 Strong brand value 0.15 4 0.6

2 MKT is only word of mouth and does 0.1 3 0.3

not focus on promotion campaigns
3 The professional team has extensive 0.05 3 0.15
knowledge of the fashion market
4 Effective inventory management system 0.05 2 0.1

5 Experience and customer service are not 0.1 2 0.2

properly trained
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6 Manage shipping costs effectively 0.05 3 0.15

7 The store has not yet opened directly so 0.05 2 0.1

customers can have a better overview of
the product

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4.6 Attached Digital Posters for Social Media platforms
4.7 Conclusion
Here about the Social Media platform, DIBLOW has shown the use of social platforms
such as Facebook, Instagram or even Tiktok to share information, content, images or
videos about products at DIBLOW. , creating a lot of interaction and communication
with customers, increasing DIBLOW's brand to a new level. With the strategy of
interaction on social networks, DIBLOW has worked hard, focusing on issues such as
sharing content in an attractive, attractive way, making it easier to interact with
customers and provide feedback. fast. DIBLOW has learned to control, compare
annual costs, check and evaluate strategy implementation processes. We should have
direct headquarters and invest more in designing our own website to serve the needs of
customers. There needs to be a backup plan in case strategies fail.
Regarding Marketing Mix-Promotion strategy: DIBLOW can fully use promotion
strategies, create many bargain vouchers, and advertise to attract attention from
customers, goals include bringing Offering many special offers and discounts. The
company should create many special and shocking events with many incentives and
promotions to stimulate customer interest. Expanding the market to new areas:
Expand the market to developing countries, such as Southeast Asia, Africa or high-
income regions, such as Europe, North America.
Cooperate and exchange with local or even foreign partners to expand the market.
Research the market clearly to understand the goals and needs of customers in new
markets.
Enhance competitiveness:
Cooperate with partners to provide additional services for products, such as after-sales
service, warranty service,...
Provide attractive promotions to attract customers.
Should increase operational efficiency as well as enhance customer service, Apply
new technologies to automate processes
Hire and train a team of Livestream experts to sell on e-commerce platforms (TikTok,
Shopee,...)
Build systems and simulation features to serve customer needs
Provide good after-sales services
For example: Giving Vouchers to loyal customers, opening sales and flashsales,...
Regarding functional level strategy: including finance and human resources.
Regarding finances, DIBLOW always uses strategies such as cost management from
many places, especially effective warehousing and transportation costs to minimize
cost, profit or investment problems. about projects with the potential to generate high
profits. Regarding human resources: DIBLOW always recruits qualified employees
with 1-2 years of work experience or more, training to build an effective working
environment, focusing on loyalty issues. , actively reaching out to customers.
Regarding Digital Marketing: For this issue DIBLOW has built a Digital marketing
strategy with many online tools to let customers and those with consumer needs know
all information about products. , incentives come to DIBLOW house. Or in other
words, help customers better understand product news as well as update product news
to customers. DIBLOW mostly uses online media advertising tools such as Instagram,
Facebook or even Google Ads to reach most customers or audiences through pre-
planned advertising strategies and campaigns. ready. To develop a comprehensive
technical communication strategy, fully integrated with social media platforms to
enhance social media platforms and promotional strategies, Digital marketing to
enhance communication continue and enhance reputation, the brand creates the
stimulation expected from customers.
4.8 References
[1] Program for Yakult Lady Customers - Yakult Vietnam (n.d.).
https://www.neweracap.com/
https://en.wikipedia.org/wiki/New_Era_Cap_Company
[2] Introduction - Yakult Vietnam (n.d.). https://www.yakult.vn/gioi-thieu.html
[3] History of formation - Yakult Vietnam (n.d.). https://corporate.yakult.vn/lich-
su.html
[4] Vietnamese Yakult. (n.d.). PPT. https://www.slideshare.net/0673504457/thuyt-trnh-
tham-quan-nh-my-yakult-vit-nam
[5] VTV24. (2022, July 18). What's in a Japanese standard factory? | VTV24 [Video].
YouTube. https://www.youtube.com/watch?v=lNBwUAED62U
[6] Yakult Vietnam - Visit acecook ajinomoto yakult factory
(n.d.). https://123docz.net/trich-doan/3115004-yakult-viet-nam.htm

https://www.b2binternational.com/2024/04/04/competitive-landscape-analysis-porters-
five-forces/