ABSTRACT
This paper presents a new method for RieNevan’s footwear to develop marketing in Ho
Chi Minh's marketplace. The biggest limitation of this industry is the uneven
development in all stages, especially the first stage of the value chain, including: material
production, design and design. This has hindered the development and decreased the
added value of production. Therefore, the sector upgrading strategy will lie in moving
from subcontracting contracts with imported input materials to a more deeply integrated
model, requiring more level of front and back linkages national and regional levels.
Vulcanized shoes (vulcanized rubber shoes) were chosen by RieNevan as the main type
of footwear produced. Vulcanization has existed about a hundred years ago with the
brand Vans or Converese, ...Being a young brand behind many domestic and foreign
competitors. RieNevan chooses curing material because he loves sustainability, wanting
to keep the core of each shoe so it won't be pressured by trends. The market in sight is
also more stable thanks to that. The work presented here has profound implications for
future studies of developing marketing and may one day help solve the problem of
international marketing for RieNevan's footwear.
Keywords: RieNevan, footwear, marketing,..
TABLE OF CONTENT
1. Executive Summary
2. Background of the selected company
3. Research Problem Identification
3.1 Research objectives
3.2 Research methodology
3.3 Scope and limitation
3.3.1 Scope
3.3.2 Limitation
4. Research Design
5. Fieldwork / data collection process
5.1 Secondary data
5.2 Primary data
5.2.1 Focus groups
5.2.2 Data collection approach
6. Data Analysis
7. Time and Cost Estimating
8. References
1. Executive Summary
RIENEVAN is a street-based brand created in 2012 by founder Nguyen Ngoc Tien with a
flourishing of products inspired by Vietnamese Culture. At RieNevan, every day we are
diligent and dedicated, to give you the best quality shoes and every product created has a
pure Vietnamese value. With the spirit of Vietnamese people, the brand has been
affirming the first sneaker brand of Vietnamese people worldwide. Always aim to the
core, preserve and develop the quintessence of traditional culture, bring the quintessence
of measurement into Vietnamese products.
Up to now, after 4 years of researching and developing sneaker, in 2016, RieNevan
established the company and started the transformation, becoming a pioneer brand in
designing, manufacturing and retailing skateboard sneaker in Vietnam. Nam, the brand
has received high praise from the community
RieNevan's products are manufactured by two factories in Ho Chi Minh City and Dong
Nai, Vietnam
With many modern machines and people trained in a professional and friendly
environment.
The first step
The first product named RieNevan “23” was handcrafted and vintage designed for
skateboarding, selling only the first 100 pairs in June 2016 and sold out in just 2 days.
The product cannot then be re-produced because the supplier has left the shoes out of
service. Classic product has become a limited edition. The second version of RieNevan
“23” officially appeared with a shoe sole designed from the concept of Dong Son Drum,
attracting great attention from the community and media across the country. As a product
for skateboarding, however, RieNevan “23” still receives a lot of love from the young
people in Vietnam for fashion purposes.
For the first time in Vietnam, RieNevan has introduced Lifestyle products that apply
buffer technology to increase smoothness and elasticity, usually only applicable to
professional sports products. The new E2-FOAM is on the RieNevan 23 and other
RieNevan models. Marking technological advancement for Vietnamese brands.
2. Background of the selected company
Besides the familiar international shoe brands such as Nike, Adidas, Puma, Converse, ...,
Vietnamese shoe brands are also not medium. The Vietnamese shoe models, also known
collectively as local brand shoes, were often not known by consumers before.
But now, more and more customers are interested and used with many durable and
beautiful products, catching up with fashion trends. Moreover, Vietnamese shoe products
also possess a variety of designs with new and distinctive collections to meet the tastes
and demands of customers, especially young people. This is an important and prerequisite
criterion for customers to choose when buying shoes.
Rienevan's shoe design is considered beautiful and youthful compared to other
Vietnamese shoe brands. This is very suitable for the current generation.
Not only that, Rienevan has also gradually proven its ability and attraction by its durable,
beautiful and affordable products.
3. Research Problem
3.1. Research objectives
The goal of this research is RieNevan’s marketing solution to develop in Ho Chi Minh’s
marketplace. In specific, the analysis would examine the marketing practices of the
organization. Analysis can have a better understanding of the company’s condition from
there and help come up with ways to boost and produce marketing revenues.
3.2. Research methodology
Primary method: Based on the opinions of customers who have purchased RieNevan's
products, it can be seen that the majority of customers are very fond of the product. Most
of them are young customers and really like Vietnamese brands. The product is
considered by many opinions to be very good and very favorable from customers. The
price of the product is also affordable for students and young people. Products with many
different designs and colors. So customers love Rienevan's products. But there are some
conflicting opinions due to preferring Western designs.
Secondary method: The predecessor "23 Originals" sold for about 850,000, while E2-
Foam has been upgraded so it costs about 900,000 VND (1000 more expensive than Biti's
Hunter). Is it worth buying? Definitely Yes, if you love the tough, sturdy durability of old
materials like leather and rubber. Not to mention the simple, basic lines on this shoe that
are very well suited to the current trendy nostalgia trend
3.4. Scope and Limitations
Scope: This study covers the preferences of HUFLIT students on different shoe brands
with selected brands of shoes based on the thought of researchers which are: RieNevan,
Converse, Vans, and Keds for sneakers; and Nike, Adidas, and Advan for rubber shoes.
The study will also cover the factors a person considers when buying shoes and rated by
the respondents: price, comfort, design, durability, and its overall quality. The
respondents are one hundred HUFLIT students that are chosen randomly and surveyed
through a survey website through sending links by means of Facebook.
Limitations: The study is not limited to the selected given brands of shoes. The
respondents have an option to state their preferred brand over the selected given brands.
Thus, this study will only be conducted only on HUFLIT students with having 50 male
students and 50 female students not limited to their program major or year level that will
focus on rating the preferred brands’ comfort, design, durability, affordability and overall
quality.
4. Research Design
It can be said that RieNevan has taken great care of the Casual shoe line from its style,
color to its features. The first highlight of Casual is certainly not to mention its design.
For shoe designs, the Casual line has been tweaked, expanding the toe section to match
the Vietnamese feet. In addition, the sole is also pressed monolithic rubber with the sole
design including zik zak grooves to maximize grip when moving.
Besides, the shoe surface is made from Cool + 3D Mesh material. This is a material that
provides optimum ventilation for the user and is extremely soft. In particular, the middle
layer is 3D woven fiber that helps the user to be flexible in movement without fear of
foot pain or discomfort.
With their products, RieNevan always pays attention to blow the cultural soul of the
country into it. Maybe the product is not "stretchy", not too picky with motifs, the Casual
line tends to the two main white / black colors and is mixed with red / gum to create a
new and sophisticated pattern.
5. Fieldwork / data collection process
5.1. Secondary data
Secondary data will come from published materials and existing literature regarding the
research topic. The internet will be useful in the collection of data regarding the B2B and
B2C markets. Published materials such as books and journals are useful in order to assess
the characteristics as well as the needs and requirements of the target markets. Secondary
research will also aid in the analysis of the developments and characteristics of the shoes
industry and the competitors of RieNevan.
5.2. Primary data
5.2.1 Focus group
Surveyors in HUFLIT, it can be divided into two subjects:
- Female students
- Male students
About brand awareness, product experience of RieNevan, imprints of products..
The surveyor will be facilitated by a skilled moderator.
5.2.2. Data collection approach
The primary objective is a student's brand awareness on RieNevan's shoes. A
questionnaire will be sent to students that asks about the RieNevan brand during their
time.
6. Data Analysis
Through the servey of students at HUFLIT showed the results:
- Brand awareness of male students is higher than female students.
- Brand outreach towards male students is higher than female students.
Activities in the future to promote the brand to a wider audience ( especially those who
are female students):
- Designs suitable for girls
- University advertising such as posters, projection screen in the elevator..
7. Time and Cost Estimating
Time Date Task Cost
Week 1-3 23/2 – 9/3 Find research topic 0VND
Week 4-5 16/3 – 23/3 Submit abstract 5.000VND
Week 6-7 30/3 – 6/4 Submit reasearch 5.000 VND
Week 8-9 13/4 – 20/4 Presentations on the 20.000VND
reasearch topic
Week 16 8/6 Submit final test 50.000VND
TOTAL COST: 80.000VND
8. References
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rienevan.com:
https://rienevan.com/category/tin-tuc-34.html
Le B. (2019). Chan duong 5 nam van hung du dinh tuong lai cua RieNevan – local
sneaker – brand Viet Nam dau tien. Retrieved from hnbmg.com:
https://hnbmg.com/chang-duong-5-nam-va-nhung-du-dinh-tuong-lai-cua-rienevan-
local-sneaker-brand-viet-nam-dau-tien-41353.html?
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Blog BOXME Asia. (2019). Nhung dieu ban co the chua biet ve RieNevan va HNBMG
https://blog.boxme.asian/post/NHUNG-DIEU-CO-THE-BAN-CHUA-BIET-VE-
RIENEVAN-X-HNBMG-33.html
Davis, F.D. (1989). Perceived usefulness, perceived ease of use and user acceptance of
information technology. MIS Q. 13, 319–340.
Long J. (2017). Tu thiet ke, tu san xuat giay thuong hieu rieng, chang trai sinh nam 1993
mang khat vong bao ve doi chan Viet. Retrieved from genk.vn.
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Deluna N. (2018). Shopee RieNevan - The largest e-commerce platform in Southeast
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