BITI’S HUNTER – AIDA (ÁI DÀ) STRATEGY

2017 was an outstanding milestone of Biti’s – a Vietnamese shoes and footwear company. Many
viral videos were released and lots of events were held during the year. The brand also worked in
collaboration with famous influencers and celebrities in order to catch attention from the
community. Altogether they succeeded in making a hit in the Vietnamese shoes and footwear
industry.

Recently, our group has been doing a research on Biti’s marketing stategies and we noticed that the
brand has methodically followed “AIDA” – a combination of different strategies that led the
company to success.

1. A for Awareness:

Biti’s has popularized its products through influencers and their viral videos/projects.

Take “Lac Troi” as an example. “Lac Troi” is a music video produced and performed by Son Tung M-
TP, one of the most famous and impactful celebrities in Vietnam. During the video, Son Tung wore a
pair of Biti’s sneakers, which was re-launched at the same time. The video went viral after the
release and so did the Biti’s sneakers. They were sold out in just a week.

It is clear that Biti’s knows how to keep all buyers’ eyes on their products.

2. I for Interest:

Biti’s also uses KOL marketing tactics to capture the community’s interest.

KOLs (stands for Key Opinion Leaders) will share with followers their experience, thoughts, opinions,
review of the products on their social media accounts and encourage them to purchase the
products.

3. D for Desire:

Beside social network, online newspaper website is also an effective marketing tool. Biti’s products
are mentioned in many different online newspaper websites, such as VnExpress, Kenh14,
Vietnamnet, in order to build consumers’ trust.

4. A for Action:

Finally, in order to encourage consumers purchase their products, Biti’s works in collaboration with
many other official online shopping sites such as Tiki, Lazada, Shopee, etc. On these sites, the brand
offers discount codes, valuable deals, extra gifts, freeshipping, etc. Thanks to the strategy, the brand
succeeds in improving their sales.