 Product: Vans places a high emphasis on the quality and durability of their products.

They use high-

quality materials such as canvas, suede, and leather, and their shoes are known for their vulcanized rubber
soles that provide excellent grip and traction. Vans also offers a variety of styles to suit different tastes,
from classic low-top sneakers to high-top skate shoes.
 Price: Vans uses a mid-range pricing strategy that targets the middle tier market. This means that their
shoes are more affordable than high-end brands like Nike or Adidas, but they are also more expensive
than budget brands like Converse. Vans also uses a localized pricing strategy, adjusting their prices based
on the cost of living in different regions.
In Vietnam, Product and Price are crucial for Vans' success due to the following reasons:
 Product:
o Quality and Durability: Vietnamese consumers value quality and durability. Vans' focus
on high-quality materials and construction resonates well with this preference, ensuring
the shoes last and provide good value for the price.
o Style and Design: Vans offers a wide range of styles, appealing to diverse fashion
preferences in Vietnam. The classic designs and collaborations with popular brands
enhance the brand's desirability.
o Comfort: Comfort is essential, especially for everyday wear. Vans' focus on features like
ComfyCush and UltraCush technology provides the necessary comfort for Vietnamese
consumers.
 Price:
o Competitive Pricing: Vans' mid-range pricing strategy makes them accessible to a
broader segment of the Vietnamese market, positioning them as a desirable yet attainable
brand.
o Localized Pricing: Adjusting prices based on the Vietnamese market's purchasing power
ensures affordability and competitiveness.
o Value Perception: While prices are competitive, Vans maintains a premium brand image,
ensuring consumers perceive the value they are getting for their money.
These two Ps are essential for Vans' success. By offering high-quality products at a reasonable price, Vans
has been able to build a loyal following among customers who appreciate both style and function.

Based on the Vans Half Cab and Wayvee launch, here are some key initiatives that should be included
when launching a new product:
1. Comprehensive Market Research & Trend Analysis:
 Deeply understand your target audience:
o Demographics, psychographics, interests, behaviors, and online habits.
 o Identify their needs, pain points, and aspirations.

 Conduct thorough competitor analysis:

o Analyze strengths, weaknesses, pricing, marketing strategies, and customer reviews of
competitors.
 Stay abreast of market trends:
o Identify emerging trends, technologies, and consumer preferences that could impact your
product.
2. Robust Product Design and Development:
 Focus on innovation and differentiation:
o Develop unique features and functionalities that address customer needs and stand out
from the competition.
 Prioritize quality and durability:
o Use high-quality materials and ensure rigorous testing to ensure product longevity and
customer satisfaction.
 Consider sustainability:
o Incorporate eco-friendly materials and manufacturing processes whenever possible.

3. Rigorous Testing and Refinement:

 Conduct thorough product testing:
o Gather feedback from target users through beta testing, user interviews, and focus groups.

 Iterate and refine based on feedback:

o Make necessary adjustments to the product design, features, and functionality based on
user feedback.
4. Integrated Marketing Strategy:
 Define clear brand positioning:
o Determine how your product will be perceived in the market and communicate this
message effectively.
 Identify target customer segments:
o Tailor your marketing efforts to reach specific customer groups with relevant messaging
and channels.
 Develop a multi-channel marketing campaign:
o Utilize a mix of online and offline channels, including social media, email marketing,
influencer marketing, public relations, and experiential marketing.
5. Leverage Social Media and Digital Platforms:
 Create engaging content:
o Develop high-quality visuals, videos, and interactive content that showcases the product's
features and benefits.
o Utilize user-generated content and influencer marketing to amplify your reach.

 Run targeted social media campaigns:

o Leverage social media advertising to reach specific demographics and interests.

 Monitor and respond to customer feedback:

o Actively engage with customers on social media, address their questions and concerns,
and gather valuable feedback.
6. Build Strong Partnerships:
 Collaborate with key retailers and distributors:
o Ensure wide product availability and reach your target audience effectively.

 Partner with influencers and brand ambassadors:

o Leverage their reach and credibility to promote your product to their followers.

 Explore potential collaborations with other brands:

o Create exclusive partnerships or limited-edition products to generate excitement and
buzz.
7. Focus on Customer Experience:
 Provide excellent customer service:
o Be responsive to customer inquiries and address any issues promptly.

 Gather customer feedback and act on it:

o Continuously monitor customer feedback and use it to improve your product and
marketing efforts.
 Build a loyal customer base:
o Offer exclusive rewards, loyalty programs, and personalized experiences to encourage
repeat purchases.

By implementing these initiatives, businesses can increase their chances of successfully launching new
products and achieving their marketing goals.
These chapters gave me a clearer picture of marketing as a blend of strategy and creativity. In Chapter 1, I
learned that marketing is about creating value and adapting to changes like digital transformation and
globalization. Chapter 2 showed how external factors like culture, technology, and competition shape
marketing strategies.
Chapter 3 was fascinating—it explained how people make buying decisions and how culture, psychology,
and social factors influence behavior. Chapter 4 stressed the importance of data-driven decisions through
market research, which ensures businesses truly understand their customers.
Chapter 5 introduced segmentation, targeting, and positioning (STP), highlighting the importance of
focusing on specific audiences. Chapter 6 explored product development, branding, and sustainability,
while Chapter 7 emphasized efficient and sustainable distribution channels.
Pricing strategies in Chapter 8 taught me how companies balance costs, competition, and customer value.
Chapter 9 made promotion feel like the fun part of marketing, where creative campaigns build strong
customer connections. Finally, Chapter 10 reminded me that great customer experiences depend on well-
trained people, efficient processes, and the right physical environment.
These lessons made me see marketing everywhere—how brands connect with customers and create
memorable experiences. It’s inspiring and practical for real-world use!