GROUP 8

TABLE OF
CONTENTS
Executive Summary

Current Situation

SWOT Analysis

Objectives and Issues

Marketing Strategy

Action Program

Budget

Control
 I. EXECUTIVE
SUMMARY
This report is all about demonstrating a marketing plan for Bitis's Hunter products; with
reference to prior offers, the paper demonstrates how Biti’s Hunter may provide new
items in the market.
In this regard, the report contains comprehensive marketing plan components such as
company analysis (Biti’s Hunter's current and future status), situation or market analysis,
and competitor analysis; the report depicts Biti’s Hunter's objectives and marketing
strategies, demonstrating that Biti’s Hunter can offer and expand its product range by
offering other related products such as sport products to its customers and setting value-
based pricing strategies.
 II. CURRENT SITUATION
OVERVIEW
The footwear business in Vietnam is now obviously divided
Footwear market into two distinct marketplaces. The home market and the
export market are two distinct markets, with the export
in Vietnam market accounting for a substantially bigger share of total
value than the domestic market.

Demand and Trend The demand in the domestic market for footwear is over 1.5
billion USD per year. However, at present, domestic enterprises
only meet about 40%.
 II. CURRENT SITUATION
OVERVIEW
Footwear market in Vietnam
- Vietnam's leather and footwear export turnover fell 9.6% in 2020 compared to 2019,
to USD 16.6 billion, reverting to 2018.

- During the pandemic, the double-digit rise in the first month of 2021

- The footwear business in Vietnam is now obviously divided. into two distinct
marketplaces
 *THE BREAKTHROUGH OF THE SNEAKER
MARKET IN 2022
Air Force 1 Sneaker Hot Step Air TerraDrake
Created by Virgil Ablo NOCTA Sneaker

Why Not? Zer0.5 Sneaker XII Retro Playoffs Kobe Bryant Crazy 97 EQT
Sneaker
 II. CURRENT SITUATION
COMPETITIVE
REVIEW

Direct competitors

Indirect competitors
 Biti's Hunter X: the
company's most advanced
shoe segment with an
impressive design style, Biti's Hunter Football: is a
bold personality. segment of football shoes,
designed for training needs
on artificial turf fields.

PRODUCT
Biti's Hunter Core is
positioned as its flagship
shoe line with a wide range
of products at a more
affordable price than Biti's
Hunter X
REVIEW
Biti’s Hunter Street: are
designed with a low neckline,
Biti's Hunter Running: has
creating a youthful and
been researched and
convenient style when
developed by Biti's based on
walking around, going to
the typical Vietnamese foot
school or going to work.
size and sole, providing
maximum fit and comfort.
 LOGISTIC REVIEW
IMPORT
- Bitis imports 60% of its input materials
from outside the country, while just 40%
comes from domestic suppliers.
- Bitis's footwear production technology
is imported from modern technology of
Korea and Taiwan
EXPORT
- Vietnam is currently one of the 5 largest
shoe producing countries in the world. In
some markets such as the US and EU,
Vietnamese footwear has the second
largest export turnover after China.
- Vietnamese leather and footwear
industry had an export turnover of over
1.3 billion USD in January 2014. Footwear
exports alone reached US$859.73 million,
up 4.44% over the same period last year,
but down 7.13% from the previous month
 S - STRENGTHS W - WEAKNESSES
- Poor control of agency activities
- A brand based on the national pride of
- Needs more development in the areas of
the Vietnamese people
raw materials and auxiliary industries
- Low prices and good product quality
- A part of human resources still lacks
- Has effective product promotion
awareness and responsibility
campaigns, from online to offline
- Lost market share due to some troubles
in the distribution channel

III. SWOT ANALYSIS

O - Opportunities T - Threats
- Has the opportunity to tap into the
notable trend of these generations - Consumers' demand for quality
- Easy to carry out advertising campaigns products is increasing day by day
to reach and assist customers in - Biti's was one of the first brands to
personalizing and differentiating products invest in Vietnamese products seriously
- Young Vietnamese spend 25-30% of their
income on shoes and clothes
- Has technology and government support
 IV. OBJECTIVES & ISSUES
OBJECTIVES ISSUES
- Enhance the sales revenue for the - Enormous Targets and hard to focus on
upcoming period (12%)
- Occasionally, youngsters do not pay
- Levitate the market share and customer much attention or interested in
equity in the course of time (3%) Vietnamese product ( the quality,
promotion plan,the tendency)
- Expand the Brand Awareness towards a
plethora of individuals across Vietnam - Promotion plan towards the Gen Y and
(especially to show the solidarity of Gen X (due to the fact that these types of
Vietnamese community) Gen don’t use the social media
frequently)
- To constitute a sustainable development
throughout the period of time (exquisite
promotion plan, CSR between customers
and the firm, Brand Awareness)

- Brand Positioning of positive impact

towards Gen Z
MARKETING
STRAGEGY

1. Segmentation
Demographic segmentation
-Gender: male and female
-Main customer type: Young generation (from 15-25 year old)
who are energetic, dynamic and attracted by fashion trends as
well as want to shows the individuality of his style.
Income: medium class, who are less price sensitive but still
looking for some affordable costs
Customer behavior
-Looking for product with high quality but reasonable price
-Eye-catching designs, in line with current trends
-Young people who are attracted by popular singer, famous
actors, artists today such as Son Tung M-TP, Soobin Hoang Son,
etc.
Geographic segmentation
-Nation: almost in Vietnam, and some countries in Southeast
Asia
-City: large flagship stores are concentrates in key economic
cities (Ho Chi Minh city, Ha Noi, Da Nang, ect) and some sale
stores in small province
-Religion: there is no discrimination here.
Elements affect buying behavior
of customers
-Internal factors:
+ Concerned about quality, design, color, etc.
+ Well-trained staff and customer service
+ Stores location
-External factors:
+Get attention from online advertisements, reviews from
relatives, friends, etc.
+Offline marketing campaign activities in supper market,
central mall.
+ Influences of famous people
STDP
2. Targeting
-Increase brand awareness
-Increase revenue
-Increase order and purchases
-Increase customers’ trust on product and brand. (loyal
customers)
-In crease brand and product value.
3. Differentiating
BITI'S HUNTER have created many line of products, especially on
sneakers market that suitable for young people's income. Before
that, there is no famous and influence brand like Biti’s had
products with mid-range prices. With a price of 500.000 VND to
1.000.000 VND, we can already own a pair of shoes with a
youthful and dynamic design suitable for today's youth.
4. Positioning
4.1 Competitor
* Direct competitors:
-Adidas
+ Long-lasting, durable, and adaptable to all environmental
impact
+ Simple in cleaning and good force endurance .
+ Comfortable for the user, trendy, fashionable, and athletic style
+ Adidas has taken a long time to build trust and fame as a
youthful brand for young generation.
+ Endorsements from celebrities and sponsorships from big
sports organization and competitions
+ Adidas has a well-organized distribution system for its
products, which is available through a variety of channels.
-Nike
+ Long-lasting, lightweight, high-quality, and high-strength
+ Impressing in youthful, vibrant, and light colors
+ Make use of new tools and place technology in first position
+ Endorsements from celebrities and sponsorships from big
sports organizations and competitions
+ End-of-year promotions are given on a regular basis.
Indirect competitors:
-Bershka
In recent years, Bershka has gained the hearts of people who
love shoes, despite not being one of the most well-known
names in sports shoes with some following strong point:
+ Affordable cost, just only 29.99 Euro (about 710 thousand
VND)
+ Trendy designed
+ Basic and eye-catching colors
-Zara
Despite the lack of color, Zara sneakers offer advantages due to
their weight, materials and the practical uses
+ Ultra light sneakers
+ Fabrics waterproof due to making from synthetic rubber
+ Bring a slight sense and comfort the users.
+ Affordable cost, 29.95 Euro (about 710 thousand VND)
4.2 Develop positioning strategy
·Product:
-Take advantage of a local brand, Biti’s can attack its
competitors by offering customers product with comparable
quality at a lower price compared to Nike, Adidas
-Use domestic material to increase customers’ sympathy.
-Focus on developing product line for young customers (15 – 25)
·Price:
-Have been targeting customers in the lower middle class and
working class, so the cost will be between 500,000- 1,000,000
VND (21.5 USD to 43 USD) range price.
·Promotion campaign:
-Facebook and Instagram were used extensively. BITI'S made
good customer communication strategy thanks to good
content, convincing words, stunning graphics, and engaging
activities. The brands also invite influencer for a variety of online
activities, including giveaways, online sales, marketing
campaign
 1. Demand for sneaker 2. Trends of searching for “sneakers” on
google in the past 30 days

3. Trends of searching for “Gen Z” about the

attention to Culture

MARKET
RESEARCH
ACTION
PROGRAM
 1. CUSTOMER INSIGHT
The young generation, especially Gen Z today, always want to own a pair
of shoes with their own personality, but still carry the typical imprint of a
domestic brand from Vietnam. Different from the development of
technology, the fast pace of life, the elements of traditional culture and
lifestyle or national pride are increasingly strongly revived and
welcomed back. However, there has not been so many famous brand
that can spread the beauty in the spirit of solidarity of Vietnamese
people in the most complete way.

2. 4PS PROPOSAL

Price Product
Biti’s Hunter main customer segment are working and middle class
the appearance, feel, and structure of
To improve
and a small number of higher-income clients, the product price range
future models, research and development should
from 500.000 VND to 1.000.000 VND (about 21.5 to 43 dollars). Due to
focus on upgrading the rubber lining. In order for
this pricing strategy, BITI'S HUNTER is able to manufacture well-
the firm to maintain its competitive edge, it must
designed, reasonably high-quality items that stand up to its promise to
focus on product development and add a new
"Fostering your feet" and its previous reputation as a brand with
product to the Hunter line during the last months
trustworthy and long-lasting products.
of the year.

Place
All products are displayed on both online and
offline platforms. On e-commerce platforms, BITI’S
has Mall system stretching from Tiki, Lazada,
shopee and official website. If any customer have
demand to buy goods directly, they just go to the
nearest stores and branches to try and enjoy the
whole service.
Promotion
-Brand ambassador: H’Hen Niê
H'Hen Niê, an Ede ethnic and the first ethnic minority in Vietnam to win the
crown of Miss Universe Vietnam 2017. After winning the competition, H'Hen
Niê spent 100% of her prize money for the volunteering, awarding
scholarships to poor students as she had wished. Moreover, She made all
people were on the cloud nine when she was the first Vietnamese
representative to enter the Top 5 finalists of the the Miss Universe World
2018 contest in Thailand. retains our inherent identity and national pride.
New customer experience
service when buying
When completing the purchase procedure, each customer can
ask for a number representing for the name of one city he live, or
his hometown so that the staff or buyer can customize on own
shoes. At the same time, customers can also set up an account
with a personal illustrating picture and simple introduction lines
of themselves, words they want to send to friends, relatives or to
the community.

-Running advertising campaign on various social media such as Facebook,

Youtube, TikTok and others.

-KOLs and Influencers have good reputation in fashion field as well as

famous artists are also the critical elements help this campaign become
more well-known to customers.

Humanitarian purpose of this project

Promotion campain
-BITI’S HUNTER will set aside 10% of revenue
“VIỆT NAM TRONG TÔI LÀ NHƯ VẬY” (VIETNAM from this campaign for volunteer activities,
IN MY HEART) will be run on all big media hospital support, and children's aid centers,
networks and system, spreading the slogan “VÌ etc.
TÔI LÀ NGƯỜI VIỆT NAM!” (JUST BECAUSE WE
ARE VIETNAMESE!).
BUDGET

-Although many young people are interested in cultural
identity, the other small part are still not.
=> A big in securing the number of customers as well as the
recalling business.
-Foreign acquisition is an indispensable difficulty for BITI’S
HUNTER. Bitis Hunter when many people think that foreign
goods are good products.
=> barriers on the number of customers when production
capital hits the market to attract young people.
-It spends a large amount of money to invite KOLs or
influencers while our selling level is still unstable. To invite
influential people like singer Hoang Thuy Linh, we will have to
spend from $ 13,000 to $ 22,000 with each collaboration.
CONTROL
SOLUTION
+ Organize more campaigns with bold meaning of national
pride with preferential prices but still have to ensure the
model and quality => attract customers as well as honor the
beauty of the communication system, the high password of
"I'm proud to be Vietnamese"
+ New change in each product is an effective step to
diversify products of different ages to be able to expand the
market.
+ Consolidate and increase the materials to be produced,
invite young professional designers to come up with new
models such as breakthroughs and new changes in each pair
of shoes.
+ Rebalance the cost of each shoe to suit your pocket and
still ensure revenue.
REFERENCE
Danh, N. T. (2021). Some marketing strategy changes: A case of Vietnamese companies from 2000 until now. International Journal of Modern Agriculture, 10(2), 1235-1243.

Vy, V. K. (2019). The impact of brand image fit on Vietnamese young consumers' attitude towards co-branded product (Doctoral dissertation, International University-HCMC).

Mizen T. (2021, September 3). Review những mẫu Giày Bitis Hunter ” Đẹp” & các Địa chỉ Bitis chính hãng tại TPHCM. Momo Shop. https://momoshop.com.vn/giay-bitis-hunter/