1.

Target segmentation
a. Customer Analysis
Geographic:
 Area: all over the country
 Density: urban

User positioning:

 Age: 10-45 years old

 Occupation: Student, student, employee, etc
 Stable income
b. Target group of sports shoes

Demographic:
 Male/female: both
 Age: 15-30
 Income: 3-5 million on the month
 Job: All occupation

Psychology:

 Lifestyle: Flexible, love sports, active, comfortable, working by group.

 Personality: agile, friendly, etc
Demand:
 Bring to society high quality shoes at low prices for Vietnamese people.
 Grow out to provide more comprehensive services.
c. Target group of luxury shoes
Demographic:
 Male/female: both
 Age: 20-45
 Income: 5-10 million on the month
  Job: All occupation

Psychology:

 Lifestyle: Love the formal, elegant and sophisticated

 Personality: Polite, elegant
Demand:
 Bring to society high quality shoes at low prices for Vietnamese people.
 Grow out to provide more comprehensive services.
d. Target group on other accessories

Demographic:
 Male/female: both
 Age: 10-45
 Income: 3-5 million on the month
 Job: All occupation

Psychology:

 Lifestyle: Flexible, love sports, active, comfortable, working by group.

 Personality: agile, friendly, etc
Demand:
 Bring to society high quality shoes at low prices for Vietnamese people.
 Grow out to provide more comprehensive services.
 2. Positioning
a. Positioning comperitor

Currently on the market, Bitis Hunter's competitors are Ananas, Vans, Converse,
Adidas, Nike.

Comparing Biti's Hunter with foreign shoe brands, it can be seen that although Biti's
Hunter shoes have a relatively low price compared to those shoe brands, at the same time,
the models, fashion styles and product quality have not been shown. through Biti's shoe
designs.

In conclusion, Biti's Hunter needs to change the quality of the product, update the
good materials in the sports shoe industry to apply to the following products. Biti's
Hunter also needs to investigate the market, research the style of young people and apply
it in the innovation of shoes.

b. Brand positioning

Biti's has done a great job in promoting the brand and making it the number 1 shoes
brand in Vietnam.
 In each period of production and business, Biti's provides orientations and action
targets through slogans such as: Towards the future; Always with you; With you every
step of the way…

Slogan "Biti's – Tender care of your feet" is the noble mission that Biti's is aiming
for: Humanistic and artistic products - must create beautiful products, enhance value and
class for users Design activities must meet the tastes of consumers while being safe,
gentle, and comfortable to use.

As a "Tired Step", Biti's confidently strode out onto the big playground, has
become a "National Brand" in the field of Footwear - prestige and quality with 06
consecutive times being honored with the title. National brand.

3. Marketing mix (4P)

a. Product

About the material:

 Should continue to use old materials and look for new materials from domestic
sources to develop a "pure Vietnamese" product, and at the same time, it is
convenient to improve product design and reduce costs.
 Strongly develop the production of foam slippers, because in Vietnam market,
almost only Biti's company has the technology to produce foam slippers.
 The material for the production of shoes for children and teenagers must be
especially cool and not occlusive. Because this is an active subject, having a lot of
fun, often sweaty feet.

About style and color:

 Current Biti's products when placed next to Chinese shoes are often less eye-
catching.
 The noticeable point in women's Biti's products is that they often use large straps,
causing a rough feeling. Biti's should design smaller, slimmer straps, decorative
 motifs need to be sophisticated, prominent, can be attached with stones... For the
group of children, the colors should be rich and diverse, can decorate pictures
Cartoon characters that children love.
 It is advisable to coordinate with clothing designers to create harmonious outfits
because currently in Vietnam, clothes and shoes seem to develop independently of
each other.

About product packaging:

 Except for Gosto high-end fashion products that have their own packaging, when
buying Biti's products, we are usually only packed in blue bags with Biti's logo
printed. This is easy to get boring, moreover, today's trend is to use bags made of
environmentally friendly materials.
 Therefore, Biti's should produce more bags for its products, suitable for different
audiences. The bag should be beautiful and eye-catching, with a clear Biti's logo
printed, made from environmentally friendly materials such as paper so that
consumers can reuse it many times. For children, packaging should be colorful,
girls' bags should be printed with dolls or funny animals, boys' bags should be
printed with superheroes... generous. For women, soft design, sharp patterns,
choose pink or yellow-brown. For men, choose brown or blue… The production of
more bags may increase the price a bit but it is very meaningful to stimulate
customers.

About function:

 Developing special footwear with medical functions such as massage, acupressure,

stimulating blood circulation for the elderly, office workers, people who are often
active ...
b. 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 labor and material costs. If it is possible to 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".

c. Place

Continue to use the 3-level distribution channel: "Manufacturer - agent - wholesaler -

retailer - consumer" as before because this system is operating effectively.

Thoroughly research the target market, make a reasonable decision on the location
such as: characteristics of the target market's customers: age, occupation, education level,
income...; In addition, it is necessary to study the population density, the convenience of
buying as well as the guarantee for the display and sale; consider other factors such as the
network of unofficial private agents of the branch stores as well as the stores and agents
of other competitors.
 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,
creating favorable conditions for planning and saving. Cost effective distribution
network.

At present, the rampant development of new agents has caused many difficulties for
business activities, causing fierce objections from agents to the branch's policies. Biti's
does not have a detailed plan on sales network, affiliated stores and direct agents.
Therefore, Biti's should conduct the planning of retail points to organize rationally
between channels to avoid competition and mutual destruction.

It is necessary to maintain customer conferences and open sales training classes for
agents every year, thereby listening to customers' opinions as well as improving the
branch's sales skills to create favorable business conditions. fruit.

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

Expand product distribution in supermarkets, commercial centers, especially on

weekends or holidays of the year because biti's often focuses on distributing products in
big cities with many systems. supermarket system and for the people in the city, going to
the supermarket has become an indispensable habit.

d. Promotion

Still using and keeping the slogan "to cherish Vietnamese feet". 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. This ad was designed and staged by a famous French advertising
agency with a cost up to 50 000 dollars. However, the success it brings to Biti's is not
small. Therefore, there is no need to change the slogan that has been deeply rooted in the
hearts of Vietnamese people for a long time.

There should be some more forms of rewards to encourage agents and employees to
generate high revenue to sell goods in large quantities.

Carrying out advertising campaigns, launching new products on the media, especially
on holidays such as April 30, May 1, early September on the occasion of the opening of
the new school year, and on the occasion of the Lunar New Year…. to promote and
introduce new products. It is even possible to organize a show to launch new products at
some parks, major theaters and invite famous singers and actors to participate in the
product introduction.

Using KOLs/Influencers and celebrities to promote the brand

Apply promotions and discounts on holidays; on special occasions there is also a

sweepstakes program, especially for young customers who can give gifts with hats, shirts,
and ballpoint pens at the beginning of the school year; There may be gratitude activities
for loyal customers with products such as giving out Vip cards, membership cards to
enjoy discounts when buying, when there is a new product, the company will distribute
catalogs and have staff deliver home if required. Customers who buy Biti's products when
they bring them home that do not fit their feet or discover product defects, they can
exchange them at the dealer that bought them.