MARCOM Proposal for ACFC Vietnam May 2024

As the leading fashion retail distributor in Vietnam, ACFC, a division of IPPG, has continually demonstrated its prowess as the premier partner for international brands seeking to penetrate the Vietnamese market. Since its modest beginnings with a select few iconic brands in 2010, ACFC's portfolio has expanded to encompass nearly 30 international brands, predominantly hailing from American and European markets, spanning across mass market to mid-luxury segments. ACFC has played a pivotal role in the rejuvenation of "outdated" US brands, such as Levis and GAP, within the Southeast Asian region.

Nevertheless, even the most successful distributor cannot solely rely on its brand offerings, particularly within the fiercely competitive and pandemic-impacted Vietnamese market. Various challenges, including transportation difficulties, currency volatility, and customs clearance processes, have significantly impacted distribution businesses. While ACFC's value proposition lies in the diversity of brands and products it offers, the lingering question remains: is this sufficient in the current landscape? 



ACFC's e-commerce presence is yet to gain substantial traction, with its technology and online shopping experience trailing behind smaller players, exemplified by Maison JSC. Despite these trials, the situation presents an opportunity for ACFC to elevate its brand presence and foster unwavering loyalty. Despite its success as a distributor, ACFC has yet to solidify its position as a brand that invokes loyalty. However, establishing a beloved brand can yield considerable long-term benefits, complementing short-term performance marketing strategies. 



My proposal introduces a branding approach centered on Archetypes, an under-explored strategy within the Asian market. By defining ACFC and its brand groups as distinct Archetypes, we aim to forge intimate connections with the target audience, recognizing that intimacy is the cornerstone of enduring relationships. 



For any queries or to request a presentation, please do not hesitate to contact me at [email protected].

1. By William Do for ACFC
May 2024
MARCOM
PROPOSAL

2. Brand Substance1.
Brand Positioning2.
Strategy3.
Online4.
Extra ideas5.
Conclusion6.

3. BRAND SUSBSTANCE
WHY?

4. To be part of our customers’ life
celebration moments.
PURPOSE
by William Do - February 2024

5. Becoming the #1 fashion retailing
destination in Vietnam (and SEA).
VISION
by William Do - February 2024

6. Create personalized, parallel, and
enjoyable omnichannel shopping
experience. Repeat.
MISSION
by William Do - February 2024

7. C3
Community
Celebration
Convenience
VALUES
by William Do - February 2024

8. BRAND POSITIONING
WHO? WHAT?

9. ACFC
The clothing destination for every
style, every occasion.
VALUE PROPOSITION
by William Do - February 2024

10. GROUPS1.
INDIVIDUALS2.
COMMUNITIES 3.
AUDIENCE
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11. The largest variety of fashion brands
available in Vietnam for every taste,
for everyone at one place.
USP
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12. The House of Every Style
TAGLINE
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13. STRATEGY
HOW?

14. HUMANIZE ACFC
BIG IDEA
by William Do - February 2024

15. With its focus on e-commerce since
the pandemic, ACFC cannot and
should not be considered any longer
only as a retail distributor.
MORE THAN A DISTRIBUTOR
by William Do - February 2024

16. People get to you know
People are curious about brands
Emotional connection
People fall in love with brands
Price point
When you love you don’t count
Brand benefitsOpportunity
ACFC has the potential to
become a brand
by William Do - February 2024

17. Thus becoming a brand
5 Reasons to
focus on
distributor
branding
increased company equity for investors,
acquisitions, or succession planning.
a stronger platform for talent attraction
and retention
A foundation for private-label product
line
a platform to stand on that’s not
dependent on brands you distribute
strengthens the company through
changing market conditions
by William Do - February 2024

18. ARCHETYPES
STRATEGY
by William Do - February 2024

19. “An archetype is a pattern that connects the
people of the world across time and culture.
In writing, archetypes are characters or
symbols that are recognizable irrespective of
their place or time of origin”.
WHAT IS AN ARCHETYPE?
by William Do - February 2024

20. TimelessUniversal
InstinctiveAppealing

21. Archetypes help the target forming
a connection with the brand
by William Do - February 2024

22. The Ruler
The Professional ($$)
Dockers Mango Parfois
Polo RL French C Sisley
Stylish clothing with
clean cuts for both men
and women,
monochrome
Elegant, premium,
stylish clothing for
urban women + men
Young women’s
accessories + clothing,
vribrant, colorful
Masculine, premium
clothing, authentic
khaki, young men
Classy american
heritage apparel for
men and women,
signature polo knit
The Executive ($$-$$$)
Banana R
high-end clothing and
basics, carrying suits,
personal care, and
intimates
Fashion conscious
women, lifestyle brand
+ men, kids
by William Do - February 2024

23. The Lover
The Cool Kids ($$-$$$)
Tommy H CK GUESS
Karl L Swavroski
Unique and innovative
jewelry for women,
high pricing
High quality,
quintessential
American style with a
twist, young target
Fashion centric, symbol
of young, bold &
adventurous lifestyle
Classy urban premium
apparel and
accessories,upper-
class, famous designer
The Star ($$$-$$$$)
signature jeans,
underwear for rich
urban upper class
youth
by William Do - February 2024

24. Every Man
Every generation ($-$$)
Gap Old Navy Cotton On
fast fashion, Australian
lifestyle, sustainability
focus, high presence in
Asia
Complete family store,
everyday clothes and
accessories for all
Family apparel,
affordable, casual,
aspirational brand in
Asia
OVS Levi’s Typo
Cotton:On group, all
sorts of accessories +
stationary + gifts,
collaborations
American culture,
original jeans brand,
revival in Asia,
subcultures
Classy urban premium
apparel and
accessories for upper-
class
OWNDAYS
Japanese eyewear,
creaftmanship, in-
house brands, high
quality,
SUNNIES S
Filiipino eyewear,
inexpensive, famous
for sunglasses, low
brand penetration
FITFLOP
UK, ergonomic and
wellness footwear,
women customers,
rebranding phase
by William Do - February 2024

25. Caregiver
Hero
Leading sports
brand,international,
sponsor athletes,
inovvative products
Nike
The Parent ($-$$$)
Mothercare
Uk franchisee business,
clothing and products
for expecting mothers
& young children
The Champion ($-$$$)
by William Do - February 2024

26. ACFC
INNOCENTEVERY MAN
HAPPINESS
SPONTANEITY
OPTIMISM
POSITIVITY
UNCONDITIONAL LOVE
DESIRE: To experience paradise
CONNECTION
TOGETHERNESS
EQUALITY
COMMUNITY
INCLUSION
DESIRE: Connection with others
by William Do - February 2024

27. of our purchasing decisions
are made in the subconscious mind”
Harvard School Professor - Gerald Zaltman
by William Do - February 2024

28. Community: Family, friends, colleagues1.
Celebration: Public holidays, graduation,
karaoke night, company party
2.
Convenience: Stores proximity in cities, In-
app/website shopping, delivery,
3.
THEMES
by William Do - February 2024

29. Honest, positive, and down-to-earth
communications with a touch of joy
and laughter.
=> Focused around simple moments
shared by all Vietnamese individuals.
COMMUNICATIONS
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30. THE BENCHMARK
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33. CELEBRATE IN STYLE!

34. A SPARK OF STYLE!

35. EVERY STYLE IN STOCK

36. "Get ready to rock any event with the perfect
outfit! We've got you covered with our amazing
collection of trendy and comfortable clothes that
will make you look and feel fabulous! So
whether it's a formal dinner or a casual
hangout, just pick your favorite outfit and slay
the day like a boss!"
by William Do - February 2024

37. GAP Levi’sOVS

38. Tommy CKDockers

39. Every Style In-stock
Polo RL Banana

40. Mango Parfois

41. GAP Nike

42. Mango OwndaysDockers

43. Levi’s
Cotton
On
Old
Navy

44. Every Style In-stock
Mother
care Typo

45. ACFC
BRAND
ARCHETYPE
50%
30%
20%
MARCOM PRIORITY
by William Do - February 2024

46. KOLs
ARCHETYPE AMBASSADOR
by William Do - February 2024

47. SELECTING KOLs
Does the KOL fit the brand image?1.
Can the KOL drive the brand, and
sales forward?
2.
Is he or she willing to work with us
as a partner?
3.
by William Do - February 2024

48. The selected KOL needs to organically fit the
associated brand
The Ruler

49. KOL
Shop the Look
Complementary pieces
Interview
KOL favorite pieces
Weekend favorites
Website
Social
Media
App
All The Way
Archetypes can act as
shortcuts for consumers
to build an emotional
attachment to brands thus
to ACFC.
by William Do - February 2024

50. Quang
Đại
Sisley
Quỳnh
Anh Shyn
Tommy H

51. “Archetypes are inherently aspirational,
helping consumers create their own identities
and live vicariously through a brand. They
represent how we would like to see ourselves in
the world, fostering the belief that we too can
be a hero if we buy some Nikes, or have
enduring love if we gift fine chocolates. “
by William Do - February 2024

52. THE HOUSE OF EVERY STYLE
Seasonal
family
look

53. ONLINE
WHERE?

54. 1. LOADING SPEED
People have a short attention
span
2. LOYALTY PROGRAM
Simple, immediate benefits
3. CREATIVE DIRECTION
Archetypes all the way
Reminder
ACFC standards and
services should apply
equally off/online
by William Do - February 2024

55. SEO
by William Do - February 2024

56. Poor
Performance
by William Do - February 2024

57. Poor
Performance
by William Do - February 2024

58. TOO
COMPLEX
by William Do - February 2024

59. Kotn is a Canadian clothing brand whose
products are made in the Nile Delta. Quality
basics made of 100% Egyptian cotton make the
core of its product mix.
Kton.com
by William Do - February 2024

60. Fast
loading

61. Native
content

62. Aloyoga.com
by William Do - February 2024

63. Loyalty
Program

64. 1% improvement is an improvement
Small changes
bring big
results
Apply ABC method
Categories: best sellers, last
pieces, start your wardrobe
Catch trends faster + launch trend
More native content / ads
Use UGC, testimonials, own
content
by William Do - February 2024

65. SLIDE SHOW: ARCHETYPES / SALES / BIG NEWS / UU DAI TAI APP
50%
MEMBERSHIP
HOME
NUNAM TRE EM CUA HANG
LAST ITEMS
TAI APPBLOG
BEST SELLERS
LATEST BLOG
POST / NEWS
UGC / TESTIMONIALS / SOCIAL MEDIA / LATEST COMMENTS / LAST BOUGHT
BRAND A
BRAND B
NEW ARRIVAL
BRAND C BRAND D
by William Do - February 2024

66. EXTRA IDEAS
WHY NOT?

67. “I’am a fashionista, so of
course I...”
CATCH TRENDS FASTER
by William Do - February 2024

68. IN-STORE EXPERIENCE
BOOK A STYLIST TO HELP YOU SHOP
by William Do - February 2024

69. ONLINE EXPERIENCE
LIVESTREAM WITH KOLS
THE HOUSE OF EVERY STYLE
by William Do - February 2024

70. ACFC x NINJA VAN
UNEXPECTED COLLABORATIONS
by William Do - February 2024

71. COMPANY SOCIAL RESPONSIBILITY (CSR)
by William Do - February 2024

72. CONCLUSION
WHEN?

73. Brand Archetypes are for where
ACFC is heading (not what ACFC has
historically represented in the past).
KEY TAKEAWAY
by William Do - February 2024

74. UNIFY
Build further foundations
for later new business
prospects (i.e. home
brand, international
markets)
Long
Term
Short
Term
IDENTITY
PARTNERSHIP
MARKET
LOYALTY
PROSPECT
Simplify & unify all
marcom efforts across
all channels, for better
impact, unique voice
Clarify ACFC's brand
identity with the
audience and build a
stronger connection
ACFC will attract
strategic opportunities
in terms of investment,
collaborations
Higher market
penetration, solidify
existing customer base
while expanding
People enjoy buying
from brands.
People enjoy working for
brands.
by William Do - February 2024

75. THANK YOU
IF YOU WOULD LIKE A PRESENTATION
PLEASE, CONTACT ME AT
[email protected] OR
LINKEDIN.COM/IN/DOWILLIAM