AGENDA

CANIFA 1. Business model canvas

CASE STUDY
Group 7 – MBA 30 2. Blue ocean strategy
Corporate strategy

3. Strategy map
 INTRODUCTION

Canifa is a brand under Hoang Duong Textile Group Joint Stock company- a major fashion company in Vietnam.
Currently, the brand is widely known for designed-clothing, accessories and retails casual wear.

Group 07
 BUSINESS MODEL CANVAS
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER CUSTOMER SEGMENTS
o Design casual clothes for all RELATIONSHIP
Canifa = Cani + Family o Keep the image of a family Socio-demographic
o Key supplier: Cotton member of the family to go
shopping together
“Fashion for all” brand, highlight the core criteria
USA o value of a symbol of o Age: 2 to 40
Create products with good
quality (Cotton USA, OEKO-
o Offering a variety of quality, honesty and o Gender: Men, women,
Tex-100 certificate) at clothes for all responsibility kids
affordable price members in family at o Through Social Media, o Location: urban & sub-
an affordable price Public relations and On- urban
o With a convenient site event Psychographic criteria
retail system for o Class: Middle, Upper
o Business Strategic KEY RESOURCES CHANNELS
consumers class (mid-tier price)
partners: PIAGGIO, o Top fashion brand in Viet o Life style: Comfortable,
MSB, VIB, KPMG, Got Nam o Physical store (110
fashionable, high-
It,.. o Globally recognized stores in VN) quality
quality material o Website (canifa.com)
o In-house facilities and o Mobile App
 Target: The millennial
out- house o Social media
family: Every member in
o Wide retail system (Facebook, Instagram) young family with the
o Strong financial which is o E-commercial
mom as key decision
supported by share-holder platforms (Lazada, maker (woman, 25-35)
and financial institutions Shopee, Tiki...)

COST STRUCTURE REVENUE STREAMS

Production Cost (Raw material, Depreciation, Salary) Most revenue from selling clothes
Rent expense
Marketing cost
Cost of Right (Disney)

Designed for: CANIFA Designed by: • TEAM 07

• 2.1. Non – Customer canvas

Tier 3 customer:
Tier 1 customers:
o Online faithful: who is
Current customers: o Tier 2 customers:
Chinese fast
o The faithful of looking for convience way
o Millennial family: Young family need fashion products
to buy via online shop or
utimately comfortable, high quality international brands
with cheap price
E-commerical like Shoppe,
clothes in everyday routine like Zara, H&M,
and
Tiki, Lazada
o The young people: Fast fashion Uniqlo
fashionableness
o Young foreigners people
demand but the quality is o New generation
o Local user brands
or tourists in Vietnam
guaranteed consumers
and traditional
customers

Group 07
 2.2 SIX PATHS FRAMEWORK

1. Industry 2. Strategic Groups 3. Buyer Group

- Textile and garment industry play At a general level, there are two main - The millennial family: every
an increasingly important role in strategic groups in the textile and member in young family with the
the economic growth of the clothing industry: mom as key decision maker
country. - Clothing operators (manufacturers or (woman, 25-35) (The World Bank
estimates that 60% of the whole
- The Vietnam Fashion market size retailers).
Vietnamese population will be
is approximately 5.6 billion USD, - Companies that are part of the under 35 by 2035).
with an increase of 8.8% per year supply chains.
in the 2019-2023 (Statista). - The young people: age range
Competitors: 200+ foreign fashion from 22 – 28 and potential
- The fashion industry will focus brands including Zara, H&M, Uniqlo, customers are following young
more on sustainability including Viettien etc and chinese fast fashion and active style.
materials produced from products with cheap price and
environmentally friendly sources, - People are in the middle, upper
fashionableness
recycled materials, and fewer class (mid-tier price) class and
chemicals. having comfortable, mordern and
high-quality life-style.

Group 07
 2.2 SIX PATHS FRAMEWORK

4. Complementary 5. Functional-emotional 6. Time/Trends

Services and Offerings appeal for buyers Online Shopping is becoming more and
more popular
- Launching DYO app, which custom- Collaborate with KOLs (actors,
printed T-shirt to faclitare singers, or other social media - Developing online app and website with
creativities and customer influencers) to promote the #sayit promotion to attract online purchase
engagements campaign (photoshoot, music video, - Open online-stores in E-Commerce:
photo contest, …) shopee, lazada, tiki
- Private Sales for VIP member to
promote customer loyalty.

Group 07
2.3 FOUR ACTIONS FRAMEWORK
Eliminate Reduce Raise Create
• The competition in the • The CO2 footprint of • Convenient location is the • To remain being the
formal office wear is too fashion collections could be strength of Canifa that it is “fashion for family”, Canifa
harsh that Canifa should reduced to make the brand suggested to increase shoud add more social
eliminate its formal wear more sustainable and regional coverage: a benefits, provide a
products (shirts, blazers, environmentally friendly. flagship store to perfectly shopping experience that
polo..) to focus on casual • Since the price remain integrate the physical and connects the brand to the
wear lines (everyday relatively high for target digital dimensions of retail customer in a
clothes, family uniforms, customers, it is suggested and create an omnichannel  meaningful and memora
sleeping wear,..). That to reduce the luxurious dimension of shopping. ble way
helps lower production cost. product line (the product • Technology renovation is
• Canifa should find the with price over 1.000.000 the key to gain customers • Also, it’s important to offer
solution to eliminate issues VND) purchases and lower the customers more functional
with sizes. distribution cost. benefits, such as 
modular design

Pain Gain
Relievers Creators

Group 07
Group 07
 3. CRITICAL EVALUATION

Let us reflect on the marketing campaign and answer this question : was it worth it ?

Group 07
 25% Increase in audiance discussion in the
media

114% of KPI achieved in engagement volume

881,247
Media Results
Total interactions, content sharing 

Newspaper shared about the campaign

43 within a month

40,000 Views in PR articles

49% Increase of new customers under 28 years old

Business
between September and October

54% Increase of t-shirt product growth over the

same period last year
Results
 THANK YOU
FOR LISTENING