Ananas is one of the famous domestic shoe brands in Vietnam. To achieve this success, Ananas has implemented effective marketing strategies. Let’s analyze and learn about Ananas’ Marketing strategy in the article below.

Overview of the Ananas brand

Ananas is a retail shoe brand 100% made in Vietnam, under Hazza Joint Stock Company. Appearing since 2010, this brand has quickly conquered the shoe community in Vietnam.

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Although at the time of its launch, Ananas encountered countless obstacles due to fierce competition from many famous foreign brands, however in 2017, this shoe company made a breakthrough and returned to its path. Vietnamese sneaker racing with more youthful and friendly colors.

Inheriting 20 years of experience from a shoe manufacturer that has cooperated with many world-famous brands such as Reebok, Puma, Keds and Burberry… Ananas succeeded in repositioning the brand, affirming its position on the map. Vietnamese shoes. At the same time, this brand is also directly involved in the production process, with many manual steps meticulously completed.

Not only does Ananas take care of each design, but Ananas’ customer care process is also very professional. From those factors, Ananas is gradually becoming one of the leading local brands in Vietnam, as well as being able to fully compete with international competitors.

SWOT analysis of the Ananas brand

The SWOT model is a famous tool known and applied by many businesses because of its usefulness in helping managers analyze important factors inside and outside the business from which to establish strategies. appropriate strategy and business plan.

SWOT stands for 4 words: Strengths, Weaknesses, Opportunities and Threats – is a famous model that helps businesses analyze and build your business strategy effectively.

Through SWOT analysis, businesses will clearly see their goals as well as factors inside and outside the organization that can positively or negatively affect the goals set by the business, from which they can develop sales strategies. suitable products to increase revenue.

>>Read more:  What is SWOT model & 7 steps of SWOT analysis

Regarding the SWOT analysis of Ananas, this brand has a number of strengths that need to be promoted, weaknesses that need to be overcome as well as opportunities that can be seized and challenges that need to be faced as follows.


The brand has inherited Vulcanized shoe production technology for 20 years, and they have cooperated with many world-famous shoe brands such as Reebok, Puma, Keds and Burberry… Therefore, Ananas always ensures the quality of its products. each product.

In addition, the staff also plays an important role in building and developing the brand. They are young people with enthusiasm, exploring themselves to create value for the product. This shows that this is a brand with vitality and the ability to stick with customers for a long time.


Due to the pursuit of calmness, with each “slow but steady” step, we are not too aggressive in brand communication. Therefore, market coverage is still limited, and it is not yet a “top of mind” brand for customers. Compared to its competitors, Ananas cannot compete for market share (typically Biti’s).

Not only is it inferior in terms of market share, Ananas’ store system is mainly concentrated in the Saigon market. This will cause difficulties for far away customers who want to come directly to see the product.

Opportunities (Opportunities)

Culture or customs are values ​​that are deeply ingrained in the subconscious of local people. Therefore, this is also a decisive factor in the survival of the business. Understanding the local culture will help businesses consider product or communication strategies that suit the tastes and customs of the locality.

As a domestic brand, Ananas has the advantage of understanding local culture better than foreign brands. Thanks to that, they can come up with product designs suitable for their market.

Nowadays, with society developing more and more, the demand for fashion also increases. The shoe market in Vietnam has since become increasingly open. If you know how to grasp it, this is a good opportunity to help the brand grow.

Threats (Challenges)

Because the shoe market in Vietnam is increasingly growing, Ananas has also faced high competition from not only domestic competitors but also foreign brands.

Additionally, the design is so basic that it’s difficult to differentiate yourself from other names that have already made an impact. In fact, when bringing the product to market, many people thought Ananas was copying Vans or Converse.

>> Read more:  SWOT analysis of Vinamilk


Analyzing Ananas’ Marketing Mix strategy 

Ananas is one of the most famous shoe brands in Vietnam. To achieve this success, Ananas has effectively deployed Marketing Mix strategies according to the 4P model. So what is Ananas’ marketing strategy? How did Ananas implement the Marketing Mix strategy?

Ananas’s Marketing Strategy for Products

ananas products

Ananas products are simple fashion sneakers with diverse, youthful combinations of colors and materials, suitable for tastes.

After all, Ananas still chose Vulcanized shoes (vulcanized rubber shoes) to rewrite his story. Vulcanized is a long-standing method of shoe production, only classic shoes with rubber soles, minimalist designs such as Converse Chuck Taylor All Star, Vans Old Skool… and shoes of the Basas line , Vintas, Urbas… from Ananas.

It can be said that Vulcanized is a shoe making technology that lays the foundation for the future development of Sneakers. For that reason, these shoes are often not as comfortable as Cold Cement shoes – shoe models made from the cold sole gluing method that were born with the function of serving sports activities such as Nike Air Force 1, Adidas Originals Stan Smith, Puma Suede…

However, shoes produced by the Vulcanized method have more original characteristics of a pair of shoes, so they are often used in a variety of applications in everyday life.

The reason Ananas chose Vulcanized shoes as the core is because that has been the factory’s production strength for more than 20 years. Besides, Vulcanized shoes have existed in the world for more than 100 years, and they believe that it will bring lasting, sustainable value over time. By standing on the back of giants, it helps brands keep their core so they don’t have to constantly follow trends, and so the market will be more stable.

Currently, Ananas is continuously expanding and diversifying its product portfolio. In addition to shoes, the brand also develops other product lines such as shirts, hats, socks, and backpacks.

Ananas’s Marketing Strategy on Price (Price)

ananas marketing strategy 1

Price is one of four important components in the marketing mix. It plays a decisive role in consumer purchases, and for companies, price plays a decisive role in competition in the market. Introducing a pricing strategy in marketing is important for businesses because it directly affects the sales and profits of the business.

According to McKinsey, just improving the price factor by 1% will increase profits by 6%. That has more impact than a 1% reduction in variable costs (which increases profits by 3.8%) or a 1% reduction in fixed costs (which increases profits by 1.1%). 

In terms of design differences, Vulcanized is a very basic shoe style, so it’s really difficult to make a difference compared to names that have created such a great influence like Converse or Vans. Because there is no difference in the fierce shoe market, the quality is not too outstanding, so the main competitive factor is price.

The average price for an Ananas product ranges from 400,000 VND to 600,000 VND. This can be considered a price suitable for the income of Vietnamese people. At the same time, Ananas’ target market is around 18-25 years old when this audience’s economy is still unstable, so at such a price, this market can be reached.

In addition, compared to competitors, Ananas’s price is somewhat cheaper, helping this brand to be more competitive not only with foreign competitors but also with domestic shoe brands.

Ananas’ Marketing Strategy on Distribution System (Place)

he informed the analysis of ananas

Through using the right distribution system, a company can increase sales and maintain positive figures over a longer period of time. This means a larger market share and increased sales and profits.

Precise positioning is an important activity that is focused on reaching the right target customers at the right time.

Currently, Ananas has opened a diverse chain of stores to distribute its products, including flagship, special, standard, outlet and pop-up stores. With the flagship store, this is considered the face of the brand, helping Ananas express the personality and spirit of the product. Located in the most prime location in Saigon, it will be easier to reach customers.

If the flagship store is a gathering place for targeted products, sold in limited quantities, then the outlet store is different. Here are concentrated items that are in stock or are on sale. This type of shopping helps brands quickly deal with outdated goods.

Even though it is in the process of perfecting the franchise policy, Ananas still welcomes all cooperation opportunities and offers incentives to dealer partners who want to stick with it long-term.

Along with traditional sales channels, Ananas also expands online distribution channels. In this way, the brand can reach many far away customers who do not have the opportunity to go directly to the store.

Ananas’s Marketing Strategy on Mixed Promotion (Promotion)

Promotion is a necessary business activity to keep pace with the consumer market. Ananas’ strategy is that with each shoe line, they incorporate the personality of Vietnamese youth.

It can be seen that the throughout and impressive message of this brand is “DiscoverYOU” (Discover Yourself). Since its inception, this message has been discussed and analyzed many times on branding forums.

According to Ananas, young people (especially in Vietnam) often fall into a state of confusion, not knowing what they want, this comes from the fact that they do not clearly understand who they are. DiscoverYOU can be Ananas’ words to customers, Ananas’s words to Ananas’s words, or customers’ words to themselves.

Therefore, DiscoverYOU is the message that Ananas wants to remind everyone: “Whatever you do, you need to understand yourself and understand what you want.” The more you understand yourself, the more accurate your decisions will be.

Ananas's marketing strategy

In addition, with the launch of the Ananas x Lucky Luke product line, it shows strong and different personalities along with the characters in the series with positive thinking, humble thinking, and always seeing yourself correctly. personality ink – “poor cowboy”; It seems to portray the philosophy and mission in business that Ananas is still pursuing every day.

Worth mentioning, besides the product lines that carry the brand’s personality, Ananas is also very concerned with social issues. Typically, it is designing a shoe line that honors the LGBTQ+ community year after year. If in 2020 it was Urbas product set called Love Wins “Pride Flag”, then in 2021 it was Urbas Borderless with the message “Love For All, All For Love”.

Ananas's high-level vision


Ananas is one of the famous domestic shoe brands in Vietnam. To achieve this success, Ananas has implemented effective marketing strategies.

In this article, we have provided you with detailed information such as:

  • Overview of the Ananas brand
  • SWOT model analysis
  • Analyzing Ananas’ Marketing Mix strategy

Hopefully you have learned useful knowledge from Ananas’ marketing strategy, thereby helping to implement effective marketing strategies for your business!

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