Group 8 member

Đoàn Yến Nhi

Chu Gia Hân
Lưu Hoàng Hiệp
Phạm Quốc Nam
Phạm Ngô Nhật Hùng

1. Explain and provide examples for each possible value proposition on

which a company might position its products. Then identify your best
approach for your chosen company/brand and specify your reasons.

Value Proposition

- A company's value proposition tells a customer the number one reason why a
product or service is best suited for that particular customer. 
- A value proposition should be communicated to customers directly, either via the
company's website or other marketing or advertising materials.
- Value propositions can follow different formats, as long as they are "on brand,"
unique, and specific to the company in question.
- A successful value proposition should be persuasive and help turn a prospect into a
paying customer.

 Ex : Without stating so, Uber deftly shows all of the drawbacks of getting a
traditional taxi and emphasizes how great its service is. The above content, taken
from the Uber homepage, brilliantly expresses the simplicity and ease that lies at the
heart of what makes it such an attractive service:

● One tap and a car comes directly to you

● Your driver knows exactly where to go
● Payment is completely cashless

Everything about this directly contrasts with the typical taxi experience – no phone
calls to disinterested dispatchers, no painful conversations trying to explain where
you need to be to a stressed-out cabbie, and no fumbling for change or worrying
about having enough bills in your wallet. Just a quick and efficient way to get where
you're going. This is reinforced by the aspirational messaging at the top of the Uber
homepage, which states, "Your day belongs to you."

For our chosen company

Biti's value proposition for products is to always monitor fashion, probe the tastes of
consumers in each region to promptly have the most accurate information and
provide it to the research and development department. of the company. Biti's
regularly improves designs and launches the latest products, suitable for consumers.

Some of the main products that Biti's manufactures include:

Hunter
Sandal
Sport shoes
Running Shoes
Soccer Shoes
Western shoes
Sandal
In particular, at the beginning of 2016, Biti's had a strong and impressive
transformation when it launched a line of multi-purpose sports shoes called Biti's
Hunter.

Biti's Hunter weighs only about 225g and is one of the lightest Vietnamese sports
shoes to date. Not only is it lightweight, but Biti's Hunter still ensures standard
quality and has an eye-catching design. It can be said that Biti's Hunter sports shoes
have really created a craze among young people from the beginning of 2016 until
now.

Biti's Hunter products are considered to have beautiful design, follow fashion, light
weight, soft sole, durable and breathable fabric.

Biti's always launches the latest product range, making the most of it in a time that is
suitable for the short life cycle of fashion footwear. Biti's branded footwear products
have been evaluated and recognized by a large number of domestic and foreign
consumers as having "Prestige and Quality".

Understanding the expectations of young customers in asserting themselves, Biti's

Hunter constantly launches new, unique and unique shoe models when presenting
their own images of Vietnam's designs.

Among them, we can mention the high-quality Biti's Hunter X shoes, Biti's Hunter
Street with a simple design, easy to coordinate, or most recently, Biti's Hunter x
VietMax - a shoe model inspired by Hanoi being made. storm in the youth. All of
Biti's Hunter's media campaigns are also very product-focused, bringing product
images to consumers in a creative and impressive way.

To wrap it up, here are the value propositions of Bitis for products:
+ Bitis possess a sustainable brand image ( in terms of marketing promotion, brand
awareness, also products development )
+ Products of Bitis are highly-qualified and exquisite ( sustainable for long-term,
appropriate durability, affordable prices)
+ Distribution systems are enormous in Vietnam ( supermarket, shopping centre,..
+ Care about promotion plans and sustainable development for each product

2. Draw your perceptual mapping for your chosen company/brand and

explain.

The first competitive advantage of Biti’s Hunter is the existent reputation of Biti’s.
Biti’s – one of the oldest domestic footwear brands – was established in 1982. Over
time, Biti’s is well-known for durability and affordability products. Its products are
associated with the childhood of many youngsters (Redder, 2016). Therefore, when
Biti’s Hunter was established with new products, customers’ sympathy was a reason
for its success. As one of the leading brands in improving products and prices
through the campaign "Vietnamese people use domestic goods", Biti's has
successfully built a foothold in the market and Biti's Hunter is one of the leading
product lines targeting the young customer segment.

In comparison with Biti’s Hunter, there are 2 international brands (Nike and Adidas)
and 1 local brand (Dincox) that also have seniority in the Vietnamese footwear
market. However, Dincox provides only physical value (focus on good material and
comfort marketing strategy). Nike and Adidas do provide psychological values (young
and sporty lifestyle) but they do not catch Vietnamese youngsters’ insight as Biti’s
Hunter. As a brand originally from Vietnam, Biti’s totally understands the domestic
customer behavior (adaptable price, insight, favorite, drawback). Therefore, Biti’s
Hunter has chosen the right combination of values to serve targeted customers
which results in higher consumer loyalty, greater buyer willingness to try its
products, and higher profit.