MC1709

MKT101

Group 5 Assignment report

Le Trong Minh – HE170488

Ho Thi Viet Hai – HS163203

Pham Hong Luong – HE163070

Le Thi To Uyen – HS173217

Pham Quoc Nam – HE160934

Dao Minh Duc – HE160082

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Contents

1. INTRODUCTION……………………………………………………………………...03
1.1. Company
background……………………………………………………………. 03
1.2. Products
Offerings………………………………………………………………....04
1.3. Target customer and target
market……………………………………………....05
2. MICROENVIRONMENT AND MACROENVIRONMENT……………………….06
2.1. Microenvironment……………………………………………………………….
…06
2.2. Macroenvironment……………………………………………………………….
..10
3. MARKET RESEARCH………………………………………………………………..13
3.1. Secondary
research………………………………………………………………..13
3.2. Primary
research…………………………………………………………………..26
4. MARKETING MIX PROPOSAL….………………………………………………....29
4.1. Product…………………………………………………………………………….
.29
4.2. Price………………………………………………………………………………..
.30
4.3. Place……………………………………………………………………………….
..30
4.4. Promotion…………………………………………………………………………
..31
5. RECOMMENDATIONS AND CONCLUSION……………………….. ……………32

REFERENCES………………………………………………………………………………….33

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PICTURES

Company background:

1. About Bitis:

Biti's (full name is Binh Tien consumer goods company): is a brand specializing in footwear
production in Vietnam, established in District 6, Ho Chi Minh City in 1982.

Biti's was originally two small cooperative groups Binh Tien and Van Thanh located in Ho Chi
Minh City. Currently, besides 2 production bases, the company has 7 branches, 2 trade centers, 2
business centers, 156 marketing stores, and more than 1,500 agents across the country and
exports products to 40 countries around the world including markets such as Russia, Ukraine,
United Arab Emirates (UAE), Bahrain.

2. The process of formation and development:

- 1982: Started from two production complexes Binh Tien and Van Thanh at Binh Tien
Street, District 6, Ho Chi Minh City with 20 workers, specializing in the production of
simple rubber sandals.
- In 1986: two cooperative groups merged to form Binh Tien Rubber Cooperative
operating in District 6, specializing in the production of sandals and slippers, for
domestic consumption and export to Eastern and Western European countries.
- 1989: Binh Tien Rubber Cooperative became the first non-state entity in Vietnam granted
the right to directly import and export by the State.

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 - 1990: Binh Tien Rubber Cooperative invested completely in Taiwanese technology and
produced new products (EVA foam footwear)
- 1991: Established Son Quan Joint Venture Company - a joint venture between Binh Tien
Rubber Cooperative and Taiwan SunKuan Company - specializing in the production of
comedy and slippers for export.
- 1992: Binh Tien Rubber Cooperative transformed into Binh Tien Consumer Goods
Manufacturing Company (Biti's); specializes in manufacturing all kinds of foam sandals,
sports sandals, men's and women's leather shoes, sports shoes, western shoes, comedy,...
for domestic and foreign consumption.
- 1995: Established Binh Tien Dong Nai Co., Ltd (Dona Biti's)
- 2000: Established a representative office in Yunnan, China.
- 2001: Biti's was certified by BVQI and QUACERT to meet the international quality
management system standards ISO 9001: 2000.
- 2002: Established Biti's Central Highlands Trade Center.
- 2005: Established Biti's Northern Trade Center.
- 2006: Established Biti's Lao Cai Trade Center.
- 2006: Established Biti's Da Nang Business Center.
- 2008: Established Biti's Mien Tay branch.
- 2009; established Biti's Southern branch, launched Sapaly Hanoi - Lao Cai - Hanoi train
route
- 2013: opened the first 4-star hotel in Lao Cai: Sapaly Hotel Lao Cai

Description of product/service offerings:

● Bitis's product groups include:

- Sport shoes

- Sandals

- Running shoes

- Football shoes

- Western shoes

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- Fashion shoes

- Sandal

- Handbags-Wallets

- High heels

- Baby walking shoes

● Characteristics of Bitis products:

- Ventilation: there are air holes to create the evaporation of sweat, ensuring no sweat moisture
and odor-free, and at the same time reduce the temperature generated in the shoe, making it cool
and comfortable to wear.

- Outsole hardness: capable of withstanding impact, and high abrasion, but still ensures softness
and does not cause the feeling of foot pain.

- Flexibility: create elasticity, feel easy, and comfortable when using soft, elastic materials, but
still ensure durability according to the standards register.

- Hugging the foot: the strap is designed to fit the ankle according to the parameters exactly the
feet of each different area creating a sense of security when used.

- Shock absorption: The sole is designed with EVA, SBR, genuine leather, and soft elastic Si
creates shock reduction in movement when carrying and avoids causing damage to the foot joints
when operating with high frequency.

- Friction: The outsole is designed with particular patterns, with high friction, anti-be slippery;
Very suitable for sports activities.

- Weight: Biti's products are moderately light in weight, controlled by registration standards, and
suitable for any commuting or sports activity, but also ensure flexibility, and protect the foot
from impact from the outside.

- Aesthetics: With the motto of continuous development and improvement, Biti's products
always develop and launch many new designs according to each season and the tastes of
customers in different regions.

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Profile of target customer and target market:

- Bitis's target customers will be children (ages 1-15):

Beneficiary customers: Children from 1-15, The audience is divided into several sub-segments
by age:

 Children 1-3 years old: Parents who buy shoes for this age are often interested in the
shape, softness, and sole of the shoe. They are willing to buy expensive but good-quality
shoes to protect the child's feet.
 Children 2-7 years old: Similar to the segment above but the difference is influenced by
the income of the parents and the child's interests. In general, clothing retailers often
combine versions with some accessories, including shoes. Manufacturers began to pay
attention to the difference between boys' shoes and girls' shoes.
 Children aged 7-15: According to this segment, parents often buy according to their
children's preferences. Meanwhile, children are influenced by media ( tapes ) and the
Internet ( Facebook, blogs ). Differences in the preferences of boys and girls also have a
big impact on the decision to choose footwear.
 Target customers: Parents, siblings
 Potential customers: Grandparents, aunts, and uncles

- Target market: Bitis has a wide range of products (wooden clogs, fashion leather shoes, sports
shoes, sponge sandals, western shoes). The variety is diverse, the price of the product ranges
from a pair of foam sandals that cost tens of thousands of dong to a pair of shoes with a price of
millions of dong. Bitis targets all types of customers from workers with average wages to the
upper class in society, from the elderly to children. Every customer becomes the target market of
the business. The business will meet the needs of all customers with the types of products they
need. With the above bases, Bitis has chosen a market coverage strategy.

Unique selling proposition: Shoes for everyone from kids to old people with the best features

for each segment. But the core value is still a long-lasting product.

II. Marketing Environment

1. Microenvironment

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a) Company

- Current Status:

Collecting information about the market in the period of making leather and footwear Vietnam is
having to deal with the EU's tax imposition, many businesses face difficulties because the
traditional market has been lost, the domestic market is being dominated by the EU. made in
China. New markets have not yet been discovered. In addition, Vietnam's retail market is being
highly appreciated by world investors, the fierce competition in the domestic market makes it
difficult for many manufacturers in the leather and footwear sector.

- Solution:

Facing that challenge, Biti's has proactively built a comprehensive development strategy,
invested in brand building and developed a wide distribution system across regions, not only in
Vietnam but also in the international market. . The company always finds new directions, dares
to take risks in business in order to serve the business strategy of "Covering the market".

- Effective :

Thanks to the appropriate and effective marketing policy, Biti's company has been present in
more than 40 countries worldwide and is trusted by many demanding markets such as Russia,
UAE, etc. In any market, Biti's also gain the trust of consumers. Biti's customers are very
diverse, including many famous and famous customers, requiring very high technical standards.
Besides, Biti's also passed the rigorous assessment of the factory by reputable organizations such
as: ITS, SGS, BV, Pricewaterhouse Coopers, ...

b) Suppliers

Currently, according to the need to diversify the types of products involved in business on the
basis of ensuring quality standards for the Company's customers, Bitis is implementing a
business cooperation plan with suppliers. at home and abroad specializes in manufacturing all
kinds of materials and accessories such as: mesh straps, Si PU, Nubuck, PVC, leather, goat skin,
sheepskin, button canopy, plastic (metal) eyelets, metal mark , strap, nylon edge, PP-PE-HD bag,
elastic fabric, Satin, Kaky, 4-way elastic, Heel group, sole, eraser, rubber, EVA foam footwear
industry chemicals: glue, EVA plastic beads -LDPE ink printed on EVA silk. Biti's has a huge

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demand for raw materials, but production materials are very large, but these materials are still
very limited, businesses have production but do not meet the requirements that Biti's has set.
Therefore, up to 60% of Biti's input materials are imported from abroad, only 40% are taken
from domestic manufacturers. With the motto of seeing suppliers as partners "Cooperation and
sharing profits", Bitis offers suppliers the best policies and business opportunities. Currently,
cooperation with Bitis has the following main suppliers:

 About leather:

Bitis chose Wei Tai Leather Joint Stock Company, which is a company with 100% investment
capital of Taiwan, specializing in the production and processing of finished leather products. The
company's head office is located in Nhon Trach III Industrial Park, Nhon Trach District, Dong
Nai Province, led by Mr. Huang Yu Hsiu as Director.

 About buttons, key rings; Bitis prioritizes domestic companies.

With Button, keyring, metal mark, Biti’s chooses Tim Do Trading & Production Co., Ltd. Since
1980, the metal button brand of Tim Do has been trusted by domestic and foreign companies and
customers because of its quality products and always applies the diverse needs of the market.

 About eyelets, plastic buckles,

Bitis chooses Trieu Phong Co., Ltd. Originating from a small facility called "Hoan My
Production Complex" specializing in manufacturing shoes, sponge sandals, leather sandals,
saldal, rubber soles, Trieu Phong Shoes Co., Ltd. was born on October 10. in 1992.

 Synthetic resin beads,

The company mainly imports from the Netherlands and France. In addition, the company also
chooses a number of domestic suppliers. Typical in this selection is Vietnam Polystyrene Co.,
Ltd

 With a supplier of heels, soles,

Bitis chose Tae Sung company. Since its establishment, Tae Sung company has always been a
leading company in the production of plastic products. In addition, Bitis also chooses Trieu
Phong Co., Ltd. as one of its sole suppliers

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c) Customer

Many group customers come to Biti's:

 Slippers distribution businesses

Customer characteristics:

+ Customers from 0 to 5 years old often prefer vibrant colors and interesting textures.

+ Customers are young people from 15 to 25 years old, mainly students. For their footwear, it is
not only a garment that serves as a travel requirement, but it also contributes to the expression of
personality. High subject comfort, convenience and cooperation time.

+ Customers who are over 30 years old are working people with stable income. They are suitable
to use products that are already reputable in the market.

d) Competitors

 Foreign opponents:

+ Famous footwear brands such as Nike, Adidas, Vans, Converse,… ..

+ Chinese slippers

 Domestic

+ Vina shoes, Thuong Dinh, and Bitas especially are Biti's biggest domestic competitors.

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+ There are not many sample designs, not yet started from the market of tastes.

+ Wide variable not offset

e) Marketing intermediaries:

Biti's Hunter is distributed through various online shopping channels such as Lazada and Shopee
and domestic distribution system including 156 marketing stores and more than 1500 retail stores
nationwide (Biti’s n.d.). Wide market distribution from offline to online, which is very
convenient for consumers to purchase and stay connected with the consumers and sustain their
profit regardless of Covid -19

f) General public:

- Around the end of 2016 and the beginning of 2017, Vietnamese youth were buzzing with the
campaign "Go to return", marking the excellent return of Biti's with its sub-brand Biti's Hunter
Bitis was very smart when quickly creating viral effect for the whole campaign, hitting on the
psychology of wanting to go, experience and explore the world around the modern youth but
always remember their family, where they have to go wherever they go.

- Especially, Bitis knows how to capture the psychology of young people, when popular idols
like Son Tung MTP, Sobin Hoang Son are brand ambassadors. Along with other singers like
Erik, Suni Ha Linh, and Dalab group are very popular with young people with songs that inspire
people.

- The spread of this campaign was very successful. Because it is not only on the Internet but also
transmitted from hand to hand through many different ways.

- Season 1, to lead young people to the story of Going to Return and realizing their insight, Biti's
created a debate on the topic of "Go or return" on Facebook, with the participation of KOLs such
as: Pho, Giang Hoang, Phan Y Yen, etc. use the hashtags #teamđi, #teamtrởvề.

- Season 2, Biti's opened a contest to share the most meaningful trip of the year on Facebook to
give 500 lucky young people a chance to reunite during Tet. The program called "Share the most
meaningful trip of the year - Start your journey to return with Biti's Hunter" has attracted more
than 12,000 shares.

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- In a media campaign, the support of the press is indispensable. With the role of updating
information on debates as well as campaign activities, Kenh14 always has shared articles
throughout the entire campaign, in both seasons 1 and 2.

2) Macroenvironment

a. Demographic environment

 In Viet Nam:

The current population of Vietnam is 97,239,469 people, accounting for 1.27% of the world
population. The population density of Vietnam is 314 people/km2. With the total population
living in urban areas, accounting for 34% of the total population. The population structure is
young, mainly in the working age (69.3% of the population aged 15-64). The average life
expectancy is 77 years. The average income per capita is about 50 million/year.

Vietnam's population tends to age.

 In the world:

Large and highly fragmented population, especially in areas like China and Southeast Asian
countries

b. Cultural environment

In general, in Vietnamese culture, shoes, especially sandals, are the most popular. The
Vietnamese people of the 8.9X generation are mainly interested in the durability and reasonable
price of footwear. Sandal shoes have long been a mandatory part of school uniforms. But about
the second half of 2016 until now, with the interference between Western culture and the trend of
young people, Sneaker shoes are becoming more and more popular and widely used not only for
young people but also for the target audience. old. Customers are increasingly favoring sneakers
with sleek, lightweight and high-quality designs. Not only serving the primal need for mobility
support, today's sneakers are also a symbol of style and ego. of young people.

c. Economic environment:

The market needs purchasing power and the public. The purchasing power of the economy
depends on people's income and spending.

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  Income:

- According to statistics, GDP growth rate in 2018 increased income, per capita income also
increased, leading to attractive purchasing power, people's purchasing power for goods. Bitis has
increased significantly.

- The core inflation rate of our country in August 2018 only increased by 1.54% over the same
period, currently still at a low level, the average core inflation in the first 8 months of the year
increased by 1.38% compared to the same period last year. than 1.47% in 2017. In general, our
country is performing well the role of controlling inflation. Moreover, lending interest rates of
banks are kept at an acceptable level, this affects people's consumption activities, including
footwear (Bitis) because interest rates are an important demand for customers. customers borrow
to pay for their purchases.

d. Legal and political environment:

- The law minimizes the problem of buying and selling fake and poor-quality goods. This helps
the fashion market in general as well as Bitis in particular to eliminate unhealthy competitors.

e. Technology environment:

- When customers use technology to interact with businesses, businesses will benefit greatly
because this is an effective way to help Biti's build an image in front of the public.

- A business that has the ability to use technology for research will always be one step ahead of
its competitors. To survive, businesses must grow and win new opportunities. The Internet
allows businesses to explore new markets without spending too much.

- The development of technology shortens the product life cycle. When modern machines race
together, it also means that footwear manufacturing technology has also improved significantly.
Businesses competing with Biti's can seize this opportunity to launch products with more diverse
materials, designs and quality.

- Machinery and equipment is one of the factors directly involved in the production process, so
the modernization of machinery and equipment or technological innovation is very important for
each enterprise. An industrial production enterprise that wants to survive and develop needs to

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develop a plan for technological innovation. This requires Biti's to accept to pay more for
equipment investment to keep up with the trend of the new technology era.

f. Natural environment:

- The natural environment provides raw materials for Biti's production process.

- If Biti's knows how to create a large market for pollution control solutions, look for ways to
produce and package products that do not damage the environment such as air purification
towers, regeneration centers and systems. landfill, Biti's will make changes in the direction of
environmental protection to show that it cares about the future of the world environment.
Thereby creating a good impression in the hearts of consumers, helping Biti's have a higher
position in the domestic market as well as for export.

III) Analyze the results of the market research

a) Secondary research

 Marketing research
In the domestic market, Vietnam is also recognized for its great development potential due to its
growing population. As of 7/2022, Vietnam's population is about 99 million people with an
estimated demand for footwear of up to 190 million pairs. So on average, each Vietnamese
person will consume 2 pairs of shoes in a year.

Moreover, it is predicted that in the coming time, the demand for footwear consumption of
domestic consumers will continue to increase. Increasing income levels will boost people's
demand for footwear. At the same time, the trend of customers using footwear as a fashion
accessory will stimulate the consumption of this item and create motivation for products that are
carefully invested in style and design.

2016 and 2017 can be considered as the "Years of Biti's" with spectacular comebacks and
campaigns in the spirit of "rejuvenation", leaving a deep mark in the minds of young people:
collaborating with Son Tung M -TP in "Loc Troi", with Soobin Hoang Son in "Going To
Return", photo contest "Go and love"... Biti's has won in regaining its glory with strategic steps.
smart. The success of the Hunter line has helped Biti's achieve the No. 1 position in the sports

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shoe market in Vietnam. The children's shoe segment is no less competitive when this brand can
maintain the No. 1 position here with more than 20% market share.

The return of Biti's is a bright spot in the current Vietnamese shoe market, which is considered to
be somewhat "loose". In terms of business, buying, and selling-consumption, many fake goods,
"Chinese" goods are still flooding everywhere, many young people still prefer to choose this item
because of its low price, and beautiful design but Few people think about the aspect of low
durability, materials, and design that can adversely affect the user's health.

 Strategy
About 15 years ago, Biti's was almost a Vietnamese brand holding a unique position in the shoe
market. As imprinted in the subconscious, those of the 8x, and 9x generations must be hard to
forget the image of Biti's through "Tay Son's footsteps" and the timeless slogan: "Biti's cherishes
Vietnamese feet". But as the market grows more and more dynamic, foreign brands appear more
and more, consumers have more and more choices. Biti’s gradually sank into memory and was
almost forgotten by young people.

It was not until the end of 2016 and the beginning of 2017, being in the "falling position", that
Biti's suddenly "rose" and became a "storm" brand during that time through media channels and
KOLs. Thanks to this spectacular comeback campaign, Biti's won big at the 2017 PR Awards.

Mr. Hung Vo, CEO of Redder Advertising, at the award ceremony. Photo: Campaign Asia.

Biti's Hunter products are not positioned by features like the way Biti's used to do, planting in the
minds of customers a pure Vietnamese product, durable and sure. It is associated with a living,

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emotional entity, which is the idol of young people Son Tung MTP. But Biti's only applies to the
new product line Biti's Hunter.

Biti's has applied the AIDA communication formula to its strategy in a very methodical and
attractive way.

 Awareness

Biti's communication strategy is aimed at promoting and drawing attention to new brands and
products. Objective: family members know and talk about Biti's Hunter. To accomplish this goal,
Biti's has chosen Viral Video, which as Son Tung MTP's "Lac Troi" MV and Soobin Hoang
Son’s "Travel to Return" MV, which are videos that are causing fever in the online community in
recent days.

Especially with the spread of the MV "Loc Drift" with more than 17 million views after 4 days
of posting, it can be confirmed that Biti's has succeeded with this first strategy. Just sending a
few words of encouragement to Son Tung's anti-fans "Son Tung wears antique clothes but wears
sneakers", the battle will explode between fans and anti-fans, and it's not difficult to make
everything go viral. people who pay attention to Biti's.

 Interest

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Biti's is very smart when using the KOL channel to communicate the next strategy, stimulating
the love and affection of customers for the product.

 Desire

This is the time when Biti's uses a series of PR articles for its strategy to stimulate customers'
demand and desire to use products.

The first is the underground PR articles, hitting on patriotism: The world's top leather and
footwear exporter, but Vietnamese people are wearing less and less Vietnamese shoes. In the
near future, when the Metro Cash & Carry and Big C systems are completely owned by Thai
retail groups, the prospect of Vietnamese people wearing Thai shoes is completely inevitable.

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Next is a series of direct PR articles aimed directly at products, published on newspaper sites
spreading typical youth beauty trends such as Kenh 14.

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  Action

To stimulate action for customers who are still wondering about the decision to buy Biti's
Hunter, Biti's has launched discount programs. This strategy is even more successful when Biti's
combines e-commerce websites with discount codes within a certain time frame.

This is a spectacular comeback of Biti's and all eyes are looking forward to the rise of a
Vietnamese brand. The brand "Courage of Vietnamese feet'' has created a great resonance in the
market, marking a mark. the transformation of sales as well as positioning in the minds of
customers. When typing the keyword Biti's Hunter, google will return 1650 results in 0.25
seconds, and this keyword always appears with the image of the talented singer who is loved by
many people Son Tung MTP, the singer that will transmit emotions, injecting fire into Biti's
products.

 Campaign

Biti's Hunter - 4-year journey makes the story: Seeing "Travel to return" is seeing Tet

CAMPAIGN SUMMARY

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At the end of 2016, although facing many obstacles not only in terms of budget but also as a
"newbie" in the Tet holiday marketing market, Biti's cooperated with Dentsu Redder - one of
three " brand agencies” of Dentsu in Vietnam to create a Tet communication campaign that
brings a breakthrough to the brand and raises awareness of the Biti's Hunter sub-brand.

With the special product of active sports shoes, the entire campaign focuses on emphasizing the
"go-to experience" element, which is not simply an experience in the product but also
experiences from outside. In, new lessons are learned, metaphorical maturity through the image
of old shoes (at the end of the MV "Going to return") imprinted on the journey.

With a limited budget, Biti's does not invest much in offline activities but takes advantage of the
available virtual world to stimulate young people's interaction and attract public opinion. More
specifically, with only about $ 100,000 to $ 500,000 (as estimated by Brands Vietnam) for both
seasons, Biti'sxRedder has made extremely accurate moves in the first season from the "product
placement" in the MV "Lac Troi" by Son Tung until a heated debate on social networks with two
hashtags #teamdi - #teamreturn. Season two is also implemented with the strategy of "hit fast
and win fast" when releasing the MV ‘Go to return 2" and the contest "Share the most
meaningful trip of the year - Start your journey to go back". with Biti's Hunter” with about
12,000 shares participating.

THIS TET, SHOULD I GO OR STAY?

“According to a survey by Biti’s, there are more than 87,000 conversations on the topic of “Go
or Go” on social networks. In particular, during the Tet holidays, the story of traveling or
returning to the family is even more interesting and debated by young people." (BrandsVietnam)

With the iconic message "go" associated with "experience", Biti'sxRedder has unified the entire
two seasons of the campaign with a familiar tagline "go to return". Biti's has caught the right
frequency of many people when they have to choose between family on one side and work,
friends on the other, to decide whether to "go home for Tet" or not.

Tet 2017 - The journey of building the story of "Going to return" is seeing the Tet of Biti's
Hunter officially begin
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From the very beginning, "Going back" was oriented to be a long-term, continuous campaign
for many years with the aim of building awareness for the Biti's Hunter brand. After 3 seasons,
the message "Go to return" has been deeply engraved in the minds of young customers. Now,
when hearing the familiar tagline "Go to return", people will immediately understand that this is
a trip on Tet holiday, all trips have the same destination, which is home.

"Đi Để Trở Về" mùa thứ tư là một bước chuyển mình cho cuộc hành trình dài hạn

Biti's Hunter's Tet 2020 advertisement, although still writing the "Go to return" journey, this
product brings a whole new breeze. According to Mr. Hung Vo - Vice President of Marketing for
Biti's brand, being able to continue on the same insight platform in a new direction after 3
extremely successful seasons is a huge challenge for the brand and the team. creative team. All
long-term campaigns need to have a change so that consumers do not have to be bored with a
message, an advertising motif, every year as well as every year. Anh Hung Vo also added: “This
year is an important pivotal year to be able to continue to expand this iconic Biti's Hunter
platform for many years to come, while at the same time transforming and keeping the emotional
connection. contact with consumers”.

“Going back to 4” continues the old insight platform in a different direction

"Special Journey of Tet" - the first Tet short film of the Vietnamese sneaker brand after the
success of 3 seasons of music videos with Soobin Hoang Son is the "cannon sound" signaling the
2020 Tet campaign. 4 minutes but packed with all the breaths of life, the hustle and bustle of the
city, the calm and cozy house when young people return.

Với Biti’s về nhà chưa bao giờ là xa. Vì khi về là bạn mang cả Tết trở về!

It is a special journey of Tet, a new journey of #DiDeTroVe. With Biti's coming home is never
far away. Because when you come back, you bring the whole Tet back! It is probably the
simplest but most meaningful return for each person and family. The typical materials for Tet
advertising such as: the happiness of reunion, the traditional values still handed down, the
excitement, the pride... all have been exploited very well by the brands. good. Coca-Cola, Pepsi,
Neptune...are typical. In order to continue to make an impression in the hearts of consumers,
especially young people, Biti's is forced to look for other Tet materials that are different from the
stories that "Go To Return" of the previous 3 seasons did. The answer to this season is sound.

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The Biti's Hunter brand and the creative agency Dentsu Redder realize that the Tet sound is an
original material that has not been exploited much by the brand.

" Sound is a powerful material to recall memories, recall connections, and emotions. So the
sound is a new, familiar platform of Going To Return that can create a catch. the beginning, as
well as the continuation" - Anh Hung Vo, shared.

However, to stand out in the Tet advertising season, if only developing insight in terms of
sound, this material is not enough to convince viewers' emotions. Another interesting insight that
can connect to the sound and bridge the #DiDeTroVe story has been tapped by Biti's:

“For parents, Tet only touches the door when they hear their children come home. Young people
do not simply return home during Tet, they bring the whole Tet back to their families. At the
same time, Tet in the hearts of young people is also beautiful memories, memories between them
and their parents. The real meaning of Tet is meeting and celebrating Tet with parents.

Biti's was very subtle when conveying the sound of Tet to the audience with extremely touching
details in "Tet's special journey". On his return trip, the guy in the film tried to capture all the
sounds of Tet to bring back to his mother who had lost her eyesight. When he returned, he
brought the sound of Tet, he really brought Tet with him.

A most special and meaningful journey of Going To Return: Parents' Tet only really begins when

their children return home.

Talking about exploiting audio topics to convey messages to customers, it can be said that Biti's
is doing well with this content. The product Biti's Hunter Street - Street pride was launched a few
months ago is a testament to the above statement. At the end of the video, the last verse plays
both a message reminding young people of Tet to return to their families early, as well as a sign
that Tet is coming very close, the expectation of parents will be a call. with the question: Have
you booked your tickets yet?

“Have you booked your tickets yet?” – familiar sayings become valuable insights

Not only stopping at short films, this year's campaign continues to promote the strength of music
marketing. The change of musician and performer Go To Return 4, no longer the successful duo
Tien Cookie, Soobin Hoang Son of the first 3 seasons, Biti's Hunter released a lyrics video of the

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song "Tet Come Back Soon" with musician-singer Phan Manh Quynh. This is a very clear
intention of Biti's Hunter when "taking back" and claiming ownership of its #DiDeTroVe
journey. Each song of Phan Manh Quynh is played as a story with full meaning, deep content is a
strength that makes him different in the current Vietnamese music market. And with a
collaboration with Biti's Hunter, he did not disappoint his audience.

The lyrics are true details, empathy, insights close to the hearts of young people and melodies
with many emotions. Even though the song was only released as a lyric video, it has proved its
charm when it has 6 days of popularity on youtube, up to now, nearly 11 million views, more
than 15 covers, 2 weeks in a row since its debut is in the list. ZingChart Ranking. Meaningful
sentences from the opening seconds quickly capture the viewer's emotions:

Đặt vé chưa con? Quên quên vài bữa đến Tết không khéo sát ngày khó mua. Đâu đâu người ta
đều mong về quê cuối năm như mình. Gác việc riêng toan tính để lo chuyến đi gia đình
On the endless journey of pursuing their dreams, many young people are forced to leave their
families to build a life of their own. Maintaining the orientation as a "Go and Experience" brand,
Biti's Hunter wishes the trips of young people will continue. But Tet is about coming back,
parents are not looking forward to Tet but expecting their children to come home. Therefore, this
year's campaign "Go To Return 4" only targets young people who are far from home. With
emotional footage, "The special journey of Tet" was positively received by the audience because
the message and insight were too close, causing the anxious mood of many children to return
home to celebrate Tet. land.

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Audience's perception of the short film "The special journey of Tet"

"Go To Return 4" is not just an inspirational story, Biti's Hunter continues to act to support
young people to bring Tet home earlier with the online event Tet Come Back Soon, in
conjunction with Dinogo partners in providing tens of thousands of discount vouchers for air

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tickets and train tickets so that young people can return home early. In addition, the message of
Tet Come Back Soon, Bring Tet Back is spread by Biti's Hunter by promoting:

Hi-jacking ad audio ads on Spotify

On the local ad network system

LCD advertisements in office buildings and large coffee shops throughout December

At the same time, the product was also launched with one idea throughout: shoes that bring you
back to Tet sooner

RESULTS AFTER 2 WEEKS

In just 2 weeks from November 27, the Go To Return 4 campaign has achieved impressive
numbers:

Over 30 million views on Youtube & Facebook of the short film Special Journey of Tet (Go To
Return 4)

More than 15 million views and listens on Youtube and music platforms of Tet Come Back Soon
(Go To Return 4)

Over 100,000 shares of movies & songs

More than 1,200,000 interactions (like/share/comment)

Increase more than 30,000 subscribers on Youtube, more than 50,000 fans on Biti's Hunter fan
page

More than 10,000 people attended the online event Tet Come Back Soon

6 days in the top trending Youtube

More than 2 weeks into the ZingChart chart

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  TREND

1. Digitizing
Starting with the concept of Industry 4.0, companies in the shoe industry, like many other
sectors, are in a phase of transformation. Digitization seems to be the new buzzword these days
and also a challenge for all footwear manufacturers. The question of how the production line can
be made faster, more flexible, more economical, more efficient and higher quality with a
digitally integrated end-to-end value chain has always been a priority. at the forefront of the
growth strategies of companies in this industry.

2. Renew
In the footwear industry, it has been confirmed through LCA (product life cycle analysis) that
production efficiency is increased by optimization through innovation and reduction in
production processes, and this has a direct impact on sustainability. However, how to innovate

26
for mass production while customizing demand for shoe products is increasing? To find this out,
footwear industry experts are thinking of the “Automated Factory Model’’, which will be
automatically run by robots and differentiate products through 3D printing technology (additive
manufacturing). These innovations are clearly related to the acceleration of digitalization, as
mentioned before.

3. Sustainability
The main CO2 contributors for shoes are materials (40~50%) and manufacturing process
(40~50%), among others (<10%). Aware of the root cause, we know that innovation is essential
to reduce CO2 through process optimization and emission reduction, by using fewer raw
materials or having formulations that allow for emissions reductions. CO2 emissions during
production or during product use.

b) Primary research

1) Age

2) Occupation

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3) Band acknowledgement

4) Product consuming

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5) Which product in product line are used

6) Diversify

7) Products Image

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8) Product quality

IV) Marketing Mix Proposal

1. Product
About the material:
- To build a "pure Vietnamese" product, one should keep using old materials and look for
new ones from domestic sources, while also making it easier to improve product design
and lower prices.
- To significantly expand the production of foam slippers, as nearly no other company in
the Vietnam market has the necessary production equipment.
- Shoes for kids and teenagers need to be made of materials that are very cool and aren't
occlusive. Because this is a topic that encourages activity and fun, there are frequently
sweaty feet.
About style and color:
- When compared to Chinese shoes, the current Biti models are frequently less striking.
- The use of thick straps frequently, which gives the products by Biti for ladies a rough
feel, is what stands out about them. Bitis should create straps that are leaner and smaller,
and their decorative elements should be elegant and conspicuous. Children's favorite
cartoon characters can be decorated in vibrant, diverse colors for the group of kids.
Because shoes and clothing currently appear to be developing independently in Vietnam,
it is advised to work with clothing designers to produce cohesive ensembles.
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 About product packaging:
- When purchasing Biti`s products, we typically only receive blue bags with Biti's emblem
emblazoned on them, with the exception of Gosto's high-end fashion items, which come
in their own packaging. Biti's should therefore manufacture more bags for its products
that are appropriate for various audiences. The bag should be gorgeous and eye-catching,
with a distinct Biti's emblem printed on it, and constructed from sustainable materials like
paper so that customers may reuse it repeatedly.
About function:
- Creating customized shoes for the elderly, office employees, and those who are
frequently active that have medicinal features like massage, acupressure, and blood
circulation stimulation
2. Price:
- Continue to use the one-price strategy to give consumers peace of mind, without
worrying about being overpaid, afraid of pitfalls, or buying the wrong thing.
- Currently, the price of Biti's products is still much higher than other competitors,
mainly due to labour and material costs. If you can find and use local materials, the
cost will be lower. However, it is still advisable to use the policy of setting a higher
price than other competitors because of the Vietnamese mentality that "you get what
you pay for".
3. Place:
- Continue to use the 3-level distribution channel: "Manufacturer - agent - wholesaler -
retailer - consumer" as before because this system is operating effectively.
- It is necessary to study the population density, the convenience of buying as well as the
guarantee for the display and sale. Thoroughly research the target market, make a
reasonable decision on the location. Consider other factors such as the network of
unofficial private agents of the branch stores.
- Repair and upgrade the infrastructure of the store to be spacious, clean and beautiful,
arrange reasonable and eye-catching signs, highlighting the image of the Company's
products.
- When choosing to open a new branch, it is necessary to take into account the location
where they will arrange the store, the ability to compete with the old agent of the branch,

31
 creating favorable conditions for planning and saving. Cost effective distribution
network.
- Biti's should conduct the planning of retail points to organize rationally between channels
to avoid competition and mutual destruction. At present, the rampant development of new
agents has caused many difficulties for business activities. Biti's does not have a detailed
plan on sales network, affiliated stores and direct agents.
- It is possible to open more agents or combine with some wholesalers in new urban areas
where population growth is more likely, where many young people live in urban areas
next year. It is necessary to maintain customer conferences and open sales training
classes for agents every year, thereby listening to customers' opinions and improving
sales skills.
- Because Biti's frequently focuses on distributing items in large cities with plenty of
supermarkets, increase product distribution in supermarkets and trade centres, especially
on weekends and holidays. Going to the supermarket has become a necessity for those
who live in cities and urban areas.
4. Promotion:
- Vietnamese consumers are very familiar with the advertising "care for Vietnamese feet".
This can be considered a successful advertisement of Bitis and becomes a lesson for
many Vietnamese businesses. There is no need to change the slogan that has been deeply
rooted in the hearts of Vietnamese people for a long time.
- Launch new items and run advertising campaigns in the media, especially around
holidays like April 30 and May 1. Also, launch these campaigns in early September to
coincide with the start of the new school year. Lunar New Year is an opportunity to
advertise and debut new goods. It is even possible to plan a show to introduce new
products at some parks or significant theatres and invite well-known singers and actors to
take part.
- The media and mass information that can be used are television, posters, posters (large
billboards mounted on the streets, near bus stops to impress while waiting) and
newspapers (especially newspapers for young people like Hoa students, Vietnamese
students. Posting information in trusted newspapers that they often read will help increase
the credibility of the product for them).

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 - Apply holiday promotions and discounts; on special occasions, there is also a
sweepstakes program, particularly for young customers who can give gifts with hats,
shirts, and ballpoint pens at the start of the school year; There may be appreciation
activities for devoted customers with products like giving out VIP cards, membership
cards to enjoy incentives when buying, when there are new products, the company will
distribute catalogs, and have staff deliver home if necessary. Customers can exchange
Biti items at the retailer where they purchased them if they don't fit their feet or they have
product flaws when they get them home.
V) Recommendations and Conclusion

I. RECOMMENDATION:

It is suggested that Biti's capitalize on previous cooperation with celebrities. It may learn from
the experiences of other businesses, like Nike's success in collaborations with Michael Jordan.
This is not just a continuation of earlier initiatives, but it also raises client awareness in the
market. Public relations may be a successful promotional technique. Despite the fact that it has
the ability to raise market awareness and interest. News, events, presentations, written materials,
public activities, hotline services, and other public relations instruments are among the most
often used. This implies that Biti's should select a public relations objective as well as an
appropriate slogan, undertake research before implementing, and evaluate the outcomes.(Morgan
et al., 2019)

II. Conclusion:

Overall, this essay provides a brief overview of Biti's strategic management process and how
this organization operates in practice. Their market approach has resulted in a landslide, with
access to a big number of potential clients. The media campaign has been praised for its
effectiveness, as the choice of KOL (key opinion leader - the influencer in the Internet
community) has piqued consumers' interest and piqued their curiosity. In addition, Biti's runs a
huge number of digital marketing efforts, one of which is a partnership with online buying sites.

Also, as a result of the preceding thorough investigation, we have a better grasp of Biti's
business methods and market positioning, particularly when Biti's "returned" to the competitive

33
market with the product line Biti's Hunter for young consumers. The following recommendations
are made to help Biti's Company perform better.

III. References

H. T. N. Minh and nnk (2020). Marketing environment analysis, Report, Da Nang University of
Economics [online]. Available: https://www.academia.edu/42268071/B%C3%A1o_c
%C3%A1o_marketing_nh%C3%B3m

L. K. Thủy and nnk (2021). The Principle of Marketing, marketing essay, University of Finance
and Marketing.

Huyen T.(2021) .The application of online marketing strategies to improve customer

Minh NG (2018). Biti’s Hunter – Cú lội ngược dòng của đế chế giày dép Việt. [online]
Vietcetera. Available: https://vietcetera.com/vn/bitis-hunter-cu-loi-nguoc-dong-cua-de-che-giay-
dep-viet

Campaign case studies (2018). Biti’s – Đi để trở về. [online]. Brandsvietnam. Available:
https://www.brandsvietnam.com/campaign/209-Biti-s-Di-de-tro-ve

TOMORROW MARKETERS (2020). Case study: Thành công của Biti’s Hunter.[online]. Diễn
đàn doanh nghiệp. Available: https://diendandoanhnghiep.vn/case-study-thanh-cong-cua-biti-s-
hang-giay-dep-voi-thuong-hieu-con-biti-s-hunter-179053.html

Vission, Mission, Core Value, Size Development, Products. Biti’s [online]. Available:
https://bitis.com.vn/

Development History. Wikipedia. [online]. Available: https://vi.wikipedia.org/wiki/Biti%27s

https://vietcetera.com/vn/bitis-hunter-cu-loi-nguoc-dong-cua-de-che-giay-dep-viet

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