Assessment Task – Assignment 2

MKT10007 - SWH00090 – Dinh Quang Dung

Fundamentals of Marketin0067

Bitis
1. Summery
- The story of Bitis in VietNam:
Originating from a family with a tradition of making shoes since the 1960s.
In 1992, Mr. Vuu Khai Thanh established Van Thanh Company with 20
workers to produce footwear exported to Eastern Europe and the Soviet
Union by line barter program at that time. From the money saved, Mr. and
Mrs. Vuu Khai Thanh bought the Binh Tien complex and merged with the
old complex, established Binh Tien Rubber Cooperative, which specializes in
manufacturing all kinds of shoes, comedy with high quality for Vietnam and
exported to Eastern Europe, Western Europe. After a period of research
with the aim of improving product quality, Mr. and Mrs. Vuu Khai Thanh
boldly went to Taiwan to learn new technology and then invested in
machinery from Taiwan, producing new products - shoes. EVA foam sandals
with the best quality at that time. In 1992, in the new hill period of the
country, the General Director officially changed the business name to Binh
Tien Consumer Goods Manufacturing Company - or Biti's.
- Market size:
Biti's is currently one of the leading leather and footwear enterprises in
Vietnam, accounting for 15% of the domestic market with domestic
revenue of VND 1,000 billion in 2012. The growth rate of the domestic
market, according to Biti's share, reached about 20% per year.
Branch Center in Viet Nam (2020): 7
Dealer shop in Viet Nam (2020): 1500
- Market share:
This is the chart of the revenue of shoe businesses in the 2016-2019
period ( billion VND )
- Sub brand:
Bitis Hunter is the sub brand of Bitis. This sub brand often cooperate with
many brand and famous name such as Marvel, Pepsi and H&M. This sub
brand was released in 2016 and because of the amazing marketing
strategy, the products of this brand bring the great success for Bitis. This
Brand also appeared in Son Tung MTp "Lac Troi" mv with 236 million views
and in Soobin Hoang Son's "go-to return" mv with nearly 90 million views
on “Youtube”.
 - Product line
The famous product line of Bitis is Bitis Hunter X. This is Biti's premium line of
premium products featuring innovative designs and state-of-the-art technologies
from Biti's. Strong inspiration for a "cool", stylish and bold youthful experience.
This product line has many cooperation products with many famous name such as
marvel or pepsi. With the price. With prices ranging from 1 to 2 million VND, Bitis
Hunter X is considered suitable for the income of Vietnamese people and thanks
to effective marketing tactics, sales of Biti's Hunter in 2017 increased 300%
compared to 2016.<5> This is some product’s names of this product line: Summer
2k19 BKL DSMH01000DEN, Vietnam Arising R8 Black DSMH05700DEN, Biti's
Hunter X Festive Aurora Black DSMH03401XDG.
- Brand positioning
With other competitors (especially suppliers from Taiwan, China), Biti's products
have superior quality: high level, admiration ... By Biti's produced by modern
technology with imported materials, guaranteed by international standards. Biti's
achieved the ISO9001 certificate by BVQI from the UK organization and Quacer of
the General Department of Metrology of Vietnam. Something that few
Vietnamese footwear companies achieve (Thuong Dinh company has just
achieved ISO9002 certification by Quacer). Combined with the psychology of
Vietnamese users in previous years like "eat sure, default". Therefore, the
company's positioning strategies mainly focus on quality. And Biti's have been
successful in building the position of customers who think they are "high-quality
Vietnamese goods". <6>
- Marketing mix: