MINISTRY OF FINANCE
UNIVERSITY OF FINANCE AND MARKETING
INTERNATIONAL MARKETING
ANANAS INTERNATIONAL
MARKETING PLAN IN THAILAND
MARKET
Lecturer: Ngô Minh Trang
Group : Lê Nguy n Mai Anhễ
Nghiêm Th Thanh Ph ngị ươ
Nguy n Th Thu Ph ngễ ị ươ
Nguy n Ng c Thu Ph ng ễ ọ ươ
Vũ Trung Anh Sang
TABLE OF CONTENTS
LIST OF TABLES
LIST OF FIGURES
1. Introduction
1.1. Brief overview of the company
Ananas was first launched in 2012, is a brand belonging to Footwear
Corporation Dong Hung Group - the "big man" in the shoemaking industry. However,
the company's marketing strategy at that time was not effective, causing the brand to
fail for the first time. It was not until 2017 that Ananas finally turned the tables, started
to be recognized and held its position among the young generations.
As Ananas's target customers aging from 18 to 25 who are energetic, dynamic
and always in motion, Ananas brand’s top priority is customer's convenience and
comfort when wearing our shoes but still trendy and being able to reflect their own
personalities. Hence, "high quality" and "reasonable price" are core values that we
offer to our dear customers.
With the message DiscoverYOU, Ananas wants to remind everyone that
"Whatever you do, you need to know yourself and know what you want". The more
you understand who you are, the easier life will be. Ananas is also on the journey to
discovering the brand itself, finding our originalities, and building our own path.
1.2. Company’s main product
Ananas product's are vulcanized shoes and sneakers. Vulcanized is a long-
standing shoe manufacturing method, reflected in vintage shoes with rubber soles and
minimalist designs such as Converse Chuck Taylor All Star, Vans Old Skool. This
type of shoes is considered an everyday sneakers for its basic design and concept.
Customers can wear it to school, to work, friends meetings or even their skateboard
practices. By using this material and design, Ananas wants to integrate sustainability
into our products, focusing on the original attributes of a shoe but still keeping up with
the current fashion trends, as it is the brand lifestyle that we are aiming for. All of
Ananas products are manufactured by our parent brand Dong Hung Group and
directly distributed at Ananas stores in Ho Chi Minh City. In addition to the 4 main
shoe lines currently available in stores which are Basas, Vintas, Urbas and Pattas,
Ananas also sells other clothing products.
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