THAI NGUYEN UNIVERSITY

INTERNATIONAL SCHOOL
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REPORT

Students : Nguyen Trong Đat

Tran Thi Thanh Hoa
Trinh Thi Lan Anh
Group : 02
Class : Basic Marketing - 01
Lecturer : Vu Thuy Ha

Thai Nguyen,9/2022
I. Overview of Biti’s Footwear Brands
1. About Biti's
Started in 1982, the precursors are two small production complexes Binh Tien and
Van Thanh located in Ho Chi Minh City. At that time, only 20 workers specialized
in producing simple rubber footwear. In 1986, it was merged into Binh Tien rubber
cooperative which specializes in producing high-quality footwear for domestic
consumption and export to foreign markets.
Currently, a Biti's product distribution system stretches from South to North with
07 Branch Centers, 156 Marketing Stores and more than 1,500 retail distribution
intermediaries, which has created jobs for 9,000 employees at Biti's Corporation
and Dona Biti's Company with annual large production of over 20 million pairs.
In China, Biti's has set up 04 representative offices with 30 total sales and more
than 300 sales points to gradually bring Biti's products to dominate this potential
cross-border market. With the potential Cambodian market, Biti's has an official
distributor, Cambo Trading Company, which distributes Biti's products throughout
Cambodia. Biti's has exported shoes to over 40 countries in the world such as Italy,
France, UK, USA, Russia, Japan, South America,....
In addition, Biti's is also trusted by international customers with famous brands
such as Decathlon, Clarks, Speedo, Skechers, Lotto, etc. to become a processing
partner with many large value orders.
2. Market Segmentation of Biti's
Originally a brand of Vietnamese people and also using the message "Vietnamese
people use Vietnamese goods", Biti's still identifies its main market in the country.
In order to maintain its position in the Vietnamese market, Biti's has focused on
improving the quality of products, diverse designs, reasonable prices in line with
Vietnamese consumption and especially the innovation in its products when Biti's
develops more lines such as shoes, fashion shoes.So there will be two market
segments where Biti's are oriented for the product

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2.1. Market segmentation by age

- Under 7 years old

At this stage, the buyers are mainly parents who want to buy thick blankets for
their children. They will choose products with beautiful shape, softness, high
safety and comfort for children when using the product. Often, with this audience,
they are willing to spend high prices for quality products, suitable for demand.
- Youth
At this age, most people start to form their own preferences and desires about the
product to be used. They're fascinated by patterns, new styles, styles. They prefer
products with their own identity that match the taste or follow trends.
- Middle-aged
They often care a lot about the style and color of the product. The required product
has a simple style, giving the user a comfortable and friendly feeling. The product
may be slightly stylish but must still ensure elegance. At the same time, affordable
prices are also the focus of buyers.
» The Elderly
They often choose to buy products with slightly subdued colors. They emphasize
the comfort that footwear provides, especially when it comes to having a wellness
feature.
his/her
2.2.Market segmentation by Behavior
Buy due to personal needs: Buyers often pay a lot of attention to the style, color
and style that the product brings. The product selected must match the personality
and highlight the style.
Buying for family needs: the product chosen is usually the products used in the
home. Footwear is usually purchased in the same type with a simple design and
color. The product selected must be suitable for everyone and provide comfort for
the user.

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Purchase for work needs: The product selected requires high specificity: such as
climbing shoes, running shoes,... The product requires certainty and provides
maximum safety
3.Target market:
Rich for each age group
The price of products ranges from porous slippers with a price of tens of thousands
to shoes with a price of millions of VND, all divided accordingly.
Directs all customers with an average salary of people with higher income, from
children to older people. That's why every customer becomes the target market of
the business.
II. Biti's marketing strategy
1. Item
For footwear products, consumers tend to choose according to their specificity and
aesthetic taste. The fashion and quality of the product are always carefully
considered by customers before making a purchase decision.
Therefore, it is always necessary to monitor the outstanding trends and update the
tastes of each region to promptly have the most accurate information and provide
the research and product development department of the company. The brand
regularly improves the model and brings out the latest products to meet the needs
of consumers.
Biti's branded footwear products have been highly appreciated and recognized by
many domestic and foreign consumers as products with" Reputation and Quality".

A strong and dramatic turn of Biti's in 2016 was that Biti's Hunter caused a fever in
the shoe community in particular and among consumers in general.
Besides, fashion styles with eye-catching colors: blue, pink, black,... are suitable
for young people who love dynamic style, not only for playing sports but also can
use as a daily fashion accessory. Biti's Hunter is also constantly researching,
improving and launching new shoe lines such as Hunter Originals, Hunter Liteknit
Summer Vibes, Hunter 3, Hunter Feast,...

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2. Price
Always hit the consumer's mind when there are prestigious quality products with a
relatively soft and reasonable price.
The advantage that biti's has is the prominence and reputation in the market, based
on which we offer a great advantage, which is the affordable price, the prestigious
quality, only ranges from 650,000 VND depending on the model style. Meanwhile,
shoes imported under foreign brands have a price of VND 2 million or more.
As can be seen, with less than VND 1 million spent, consumers already own a pair
of “quality-cheek” shoes, which is suitable for the income and expenditure of the
people.
3.Distribution network
It will be distributed mainly in Thai Nguyen city center, specializing in footwear
products from adults to children. new models will be launched every month. The
audience will be focused on the age under 30.
Then expand the branch in other regions, using a multi-channel distribution
strategy to cover the market and reach users as often and quickly as possible .
Thereby, use online distribution such as: buying via the website, or social
networking sites with great influence such as: laza, tiki....
4. Advertising
focus on launching advertising campaigns as well as encouraging customers to
choose their products accompanied by attractive promotions.
Advertising activities of Biti's coverage on TV media, radio, newspapers,... with
the goal of promoting to the public to know their products and serve the
introduction of new products and brand coverage.
at the same time, combining with many celebrities, KOLs to promote the image,
improve the brand's level of identity.
In order to increase the quantity consumed, the discount program is flexible such
as discounts on major holidays, opening days of the school year, Christmas
holidays and New Year's Eve.

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have reasonable discounts and bonuses for agents, distributors, etc. In addition,
implement sales program with gifts for customers when buying products of the
company...
to devise a number of large programs, linking with the people and local authorities
such as sponsoring disadvantaged students, supporting flooded people, sponsoring
sporting events... thereby promoting the image of products and making a good
impression on customers.