BRAND POSITIONING STRATEGY.ON OFF

Brand of comfort.


BACKGROUND.

Vietnam's underwear market in 2016 is still a relatively new market with great potential. However, many consumers still have a low-interest mindset, making the percentage of underwear products that are replicas and poor quality popular, leading to invested and guaranteed products with higher prices such as Onoff hard to compete for market share. The challenge with On Off is finding the right SOLUTIONS to affirm the brand on the market as well as change consumer awareness about this product line.

SOLUTIONS.

Building a Brand Positioning Strategy for OnOff with the identity: "Brand of Comfort" as the basis for all business development and Marketing - Communication activities for the brand in the period of 03 - 05 years .

RESULTS.

With cooperation with Mibrand Vietnam, OnOff is increasingly expressing its mission in “Providing daily comfort to customers.

 
•After only 1 year, OnOff has affirmed its position in the market with the title "The most favorite lingerie brand in 2017".
 
•Marking a rapid development, ONOFF officially opened its 20th store in Vinh Phuc on October 2018.
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