III.

STP:
 
1. Market segmention
Biti's Hunter is a sub-business of Biti's, to successfully launch, the market research to identify the
needs as well as the target customer group, also known as the market segment that the brand targets
is very important. The following are the market segments in which Biti's Hunter is operating.
1.1. Geographic segmentation:
 Region: almost in Vietnam
 Religion: regardless of religion
1.2. Demographic segmentation:
 Age:
o From 15-25 years old: aimed at users of this age because these are young, potential
customers who start to have the ability to shop, and especially like branded fashion
products.
o From 5-14 years old: In early 2021, Biti's Hunter started launching Biti's Hunter Junior
product line with sizes from 24 to 34 as a "preemptive strike" to their potential segment
in the future. 
 Gender: No sex discrimination.
 Income: Low or middle-income earner
 
1.3 Psychographic segmentation:
 Social class: middle and upper class
 Lifestyle: A section of young people who like to explore, enjoy the experience and conquer are
looking for a pair of beautifully designed sneakers with reasonable prices.
 
1.4 Behavioral segmentation:
 Satisfying personal needs: When buying footwear products, they often pay a lot of attention to
the style, color, style that the product brings. The selected footwear should match the
personality and highlight their style.
 Buy due to work needs: When the work is active, traveling a lot and users need products to
meet the convenience, comfort and safety when using.
 
2. Target Market Selection:
Today, young consumers want to express their style and personality through the brand they use.
And to attract the attention of customers, BITI'S Hunter sneakers with optimal features for consumers
were born.
2.1. Evaluating Market Segments:
 Segment size and growth
 Segment structural attractiveness
 Company objectives and resources

2.2. Selecting Target Market Segments:

Although Biti's Hunter lines range in size 35 to 45, diverse for a variety of ages, the brand is
especially aimed at both men and women between the ages of 15 and over, focusing mainly on the
main group aged 15 to 25: creative, passionate young people who bring their youth enthusiasm ready
to welcome the new breeze of the era full of opportunities and challenges. This is a segment of
customers with very fast growth in recent years. The more modern the youth, the more they want to
express their style to others with the accessories they use and wear on their body, making the
demand for the fashion industry already high, now more vibrant. Therefore, there is no reason to
ignore such a potential market while Biti's is owning the abundant resources accumulated during more
than 39 years of doing business in this industry in Vietnam.
 
2.3. Target Marketing Strategies:
Biti’s Hunter uses the Concentrated Marketing strategy, which targets a small part of the large
market, also known as the niche, more specifically the inspirational popular sneakers niche segment.
Despite a large number of resources from the parent company, Biti's Hunter has chosen a
Concentrated Marketing strategy to suit the potential audience that the brand is targeting. Choosing
that strategy helps Biti's Hunter:
 Limited company resources: Although the parent company has the largest footwear distribution
channel in Vietnam, in addition to Biti's Hunter's popular footwear products, Biti's also produces
many other products such as Sandals, sandals, specialized sneakers, high heels for women,...
The limits of Biti's Hunter's production line are extremely reasonable.
 Knowledge of the market: After more than 30 years of stomping in the old market, Biti's has
made new advances. Launched Biti's Hunter and began to have a foothold again in the target
market thanks to a better understanding of the consumer needs the brand is serving.
 More effective and efficient: After more than 4 years of launching, Hunter's products are
improving compared to the past. Launching many new, seasonal designs and keeping up with
the trend along with promotional offers or discounts. Hunter has adopted a focused marketing
strategy effectively, only towards those who have the best service conditions and are most
likely to make a profit.
"Di de tro ve" is probably one of the most successful and mentioned media campaigns of
Vietnamese brands. During this campaign, Biti's focused on the young people's desire to go and
experience. Go to explore the world, go to find your ego, go to return and appreciate more the values
that you have: family, friends. And on that journey, young people need a comfortable pair of shoes,
while helping them show their dynamic as well as their style. The core values of young Vietnamese
such as a passion for translation, not afraid of difficulties, towards the family, have been expressed
extremely creatively by Biti's over the years. Thanks to the stories that hit the emotions of the target
audience directly combined with finding a very meaningful insight, "Di de tro ve" seasons 1 and 2
helped Biti's Hunter succeed in conquering the first customers, opening up a lot of opportunities for
Biti's Hunter to become one of the top choices of Vietnamese youth when shoe selection. This quick
success also comes from the smart combinations of Biti's Hunter with Son Tung MTP, Soobin Hoang
Son, Huong Giang Idol ... A-list idols of young people, or starting a trend with the shoes "The Red
Pride", combined with Avengers make this brand quickly leave the old of the Parent Brand, and put on
a new image cool and trendy.

3. Positioning Strategy:
Product position is the way the product is defined by consumers on important attributes—the place
the product occupies in consumers' minds relative to competing products.
Compared to other competitors (especially suppliers from Taiwan, China), Biti's products proved to
be of superior quality: high durability, smoothness ... Because Biti's is manufactured using modern
technology with imported materials, ensuring international standards. Combined with the psychology
of Vietnamese consumers in previous years who liked to "comfort is better than pride", the company's
positioning strategies mainly focused on quality criteria as the main. And Biti's has been somewhat
successful in building in the minds of customers that they are high-quality Vietnamese goods.
Referring to Biti's, people immediately remember the slogan "Tender Care of your feet", it somewhat
oriented Biti's is Vietnamese goods, suitable for Vietnamese consumers. The positioning according to
product quality has shown high breakthrough thinking, professionalism compared to other competitors.
After the launch of Biti's Hunter product line, Biti's has upgraded its positioning strategy to a new
level, Biti's Hunter products are oriented as good quality and stylish products, catching up with the
trend. Implementing this positioning strategy, Biti's has adopted communication campaigns, quality-
based targeting, and direct consumer use.

• Positioning strategy on price and product

quality: Product quality is always the core value that
Biti's pursues, reasonable price (only from VND
500,000 to VND 1 million) with good quality. With
outstanding colors, youthful along with modern
designs, Biti's Hunter is completely unsweetened when
placed next to other brand products that make the
difference between Hunter and 2 groups of sneakers
on the market: Million-dollar "high-priced" shoes and
sleek but quality cheap shoes are not strengths.

• The strategy to promote Biti's Hunter product on social media: make good use of social
networks including Facebook and Instagram. Variety of online activities such as Give away, online
shoe hunting (combined with many online newspapers),... In addition, Biti's Hunter's media boom was
marked starting with the "Di de tro ve" campaign at the end of 2016 – early 2017. Biti's campaign has
been successful with the appearance of Biti's Hunter shoes in Son Tung MTP's “Lac troi” MV and
Soobin Hoang Son’s “Di de tro ve " MV and Social Marketing campaigns that helped Biti's Hunter
create a great reputation both season 1 (2017) and season 2 (2018).

Season 1 is Biti's first step in Tet media, so Biti's wants to get a lot of attention in the community
and create a kick for the brand to rise. Starting from the controversial product placement performance
in Son Tung MTP's hit music video "Lac troi" released on January 1st, 2017, to lead young people to
the story Go to return and realize 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 Italy Yen,... use hashtags
#teamđi, #teamtrởvề. Soon after, on January 2, 2017, the music video "Di de tro ve" of young rising
singer Soobin Hoang Son was officially launched, which is the complete answer of the brand to
consumers: "Go far to return".

When building this Tet communication campaign, Biti's also aims to raise consumer awareness
about the brand. The idea of "Going far to return" is a new aspect of Homing, which does not go
against the crowd because there is still the implication of "returning" and has the potential to become a
trend that is already available among young people. The campaign has created a great buzz for Biti's
in the Tet media war which is only for big brands. "Di de tro ve" not only brings unimaginable
marketing results with more than 170,000 brand mentions when posting Soobin Hoang Son's music
video in season 1 but also goes hand in hand with increasing sales (reaching 300% of the sales target
in just 7 days), giving Biti's prestigious awards such as: No. 1 Youtube Ads Leaderboard Tet 2017;
Best Media Campaign In Asia, Gold Best Use of Video at PR Asia Awards 2017.
Following the success of the campaign " Di de tro ve "- 2017, Biti's opened a contest to share about
the most meaningful trip of the year on Facebook to allow reuniting the Tet season for 500 lucky
young people. The program titled "Sharing about the most meaningful trip of the year - Start your Go
to Return journey to Biti's Hunter" has attracted more than 12,000 shares. On January 1, 2018, Biti's
Hunter continued to launch the “Di de tro ve 2” campaign with the participation of Soobin Hoang Son
Brand Ambassador to inform "Young people have a lot of trips, but the most meaningful journey is the
come back home". Compared to season 1, the music video " Di de tro ve 2" also received a lot of
positive feedback from the community with more than 38 million views within 1 month; ranked 3rd in
the top 10 outstanding campaigns on social media Tet 2018 (according to YouNet Media rankings);
over 3,500,000 interactions and nearly 300,000 mentions on social media (according to YouNet Media
rankings); No. 1 Youtube Ads Leaderboard Tet 2018; Sales grew by 250% compared to Tet 2017,
exceeding 60% compared to the target.

Most recently, in the days approaching the New Year of the Ox 2021, Biti's also promptly sent the
audience the music product " Di de tro ve - Tet chi can tro ve". This is almost the only brand that
attaches its media story to the current context: the feelings of children far from their homeland, unable
to return to reunite with their families because of the Covid-19 pandemic. Going to return 5 with the
message "Tet just needs to be returned" is the wish of all children who are abroad, are in epidemic
areas, quarantine, social distance and blockade prevent them from returning reunite with relatives.

Biti's has relentlessly cemented its "Go and Experience" brand position for Biti's Hunter along with
the message " Go far to return " which has been associated with the brand image after its success
from season 1. Biti's aims to bring " Go far to return " to become an iconic message for the iconic
brand every Tet holiday in the hearts of young Vietnamese. 

 
Tham khảo: