Vietnam National University – HCMC

International University

SCHOOL OF BUSINESS

Marketing Plan

BITI’S

Lecturer: Đ T L Trinh

Group 6 members: Ngô Minh Đạt – BABAIU22465

Nguyễn Bùi Phước Tân – BABAIU22464

Võ Minh Nam Thiên – CECMIU22024

Nguyễn Trần Gia Huy – BABAIU22458

Nguyễn Thanh Long – CECMIU23020

Phạm Minh Vũ – BABAWE22352

Ho Chi Minh city, Vietnam

January 2sd, 2023

Principles of marketing

Table of Contents
1. Executive summary........................................................................................................... 2

2. Current marketing situation............................................................................................ 2

2.1. Market descriptions: ...................................................................................................... 2

2.1.1 Macroenvironment: ................................................................................................ 2

2.1.2 Microenvironment: ................................................................................................. 5

2.2. Marketing mix: ............................................................................................................... 5

3. SWOT ................................................................................................................................ 8

3.1 Strengths: ........................................................................................................................ 8

3.2 Weakness: ........................................................................................................................ 9

3.3 Opportunities:............................................................................................................... 10

3.4 Threats: ......................................................................................................................... 10

4. Objectives and Issues...................................................................................................... 11

4.1 Marketing Objectives: ..................................................................................................11

4.2 Key Issues Impacting Attainment: ..............................................................................11

5. Marketing Strategy (4Ps) ............................................................................................... 12

5.1 Product .......................................................................................................................... 12

5.2 Price ............................................................................................................................... 14

5.3 Place: ............................................................................................................................. 14

5.4 Promotions: ................................................................................................................... 17

6. Action Programs ............................................................................................................. 21

7. Budgets ............................................................................................................................ 22

8. Controls ........................................................................................................................... 22

9. Reference ......................................................................................................................... 22

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Acknowledgement
While working on the marketing plan for Bitis, I would like to sincerely thank the enthusiastic help
of teachers and TAs at International University who helped, provided a lot of valuable information
and created conditions for me. during the implementation of this topic. I would also like to send a
special thank you to teacher D T L Trinh for his dedicated guidance, help and guidance in
researching this topic and completing this topic.
Although I tried very hard, due to limited time, knowledge, and experience, and this was also the
first time I was exposed to and actually worked at the company, my work still had many
shortcomings. Present, evaluate and propose opinions. I look forward to receiving the
understanding and feedback from teachers and friends.

1. Executive summary.
This marketing plan is research about Biti’s - one of the biggest footwear companies in Vietnam.
There will be some general analysis and marketing strategies in a year period for Biti’s main
product: sandals. Firstly, Biti’s current market situation will be analyzed through the micro and
macroenvironments. Secondly, we will apply the SWOT analysis to study the strengths,
weaknesses, opportunities, and threats of the chosen products – sandals. Thirdly, SMART
objectives will be based on previous analysis. The fourth section is segmentation, targeting, and
positioning, which identifies Biti’s prospective customers and potential competitors. Furthermore,
one of the most important sections in this marketing plan is the Marketing Mix Strategy for product
which is also called the 4P’s. This part indicates how to attain the mentioned objectives efficiently.
Specifically, we will identify the “Three Levels of Products”, and set the appropriate pricing
strategies, location, distribution channel of intermediaries, and Marketing communication mix.
Finally, the Action program and Control program will specify the implementation progress and
monitoring methods, including budgets, responsible departments, and evaluation procedures.
The objectives of this marketing plan are to position consumers’ perception of Biti’s as a “high
quality and reasonable price”, and achieve a specific percentage increase in market share within
the next year surrounding 5-10%.

2. Current marketing situation.

2.1. Market descriptions:
2.1.1 Macroenvironment:
Demographic:
Vietnam is a developing country with a population of around 97,300,000 in December 2020 and
a population growth rate of 0.91% in 2020 (DanSo). Moreover, we are targeting customers from

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the age of five to 25 who account for the biggest proportion of Vietnamese population. As a result,
Vietnam is a potential market for us to develop our shoe industry.

Economic:
In 2006, Vietnam joined the World Trade Organization (WTO). According to Vietnam
Development Gateway (2006), this offers the country many advantages such as opportunities to
expand market, approach new technologies and create international relations. However, there are
several challenges, for example the increase of competition and WTO regulations.

According to data on WorldBank, VietNam GPD growth rate gradually increase over years.
Although there are economic crisis in 2019-2021 due to covid-19 pandemic, the economy is
recovering now. This leads to the increase in consumption so that the company can expand the
campaign and gain high profit.
Technological:

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The development of new technology may be a factor that helps Biti’s increase productivity and
product’s quality. Additionally, the advantages of Internet could connect us with our
customers online, and advertise products effectively.
Biti's sports shoes apply technology to make them lighter, more breathable, and more comfortable
- encouraging children to exercise more.
·Phylon sole technology makes it lighter: increases the speed of movement to help produce brain
cells, children process information faster.
·EVA footbed makes it more comfortable: skillful movement helps to increase the connection
between neurons, children are more creative.
·Airmesh material makes it more breathable: increases the duration of exercise to help stimulate
the development of the hippocampus region of the brain, children remember longer.
Political:
Biti’s has to follow all the government legislations such as paying the income tax, registering the
company brand name and new designs in order to protect the company itself, consumers and the
society.
Legal regulations on product safety and quality, along with the brand label, have led to the
elimination of counterfeit Biti's products. In Vietnam, relatively good consumer protection policies
have created a sense of security for consumers, and many consumers have become loyal customers
of the brand.
Specifically, the legal regulations on product safety and quality require manufacturers and sellers
to comply with strict standards for product quality and safety. These regulations are enforced by
the government through a variety of means, including inspections, recalls, and fines.
The brand label of Biti's helps to distinguish its products from counterfeits. Biti's products are
clearly labeled with the company's logo, name, and address. This makes it easier for consumers to
identify genuine Biti's products and avoid counterfeits.
The combination of these factors has led to a decline in the sale of counterfeit Biti's products.
Consumers are more confident in the quality and safety of genuine Biti's products, and they are
more likely to purchase them. This has helped Biti's to grow its market share and build a loyal
customer base.
Cultural:
According to the survey we conducted among a sample of 57 people, Vietnamese are now getting
more interested in purchasing Vietnamese goods thanks to the government’s campaign,
“Vietnamese people buy Vietnamese goods”. Consequently, this opens a great opportunity for
Biti’s sandals to gain more market share.
Bitis promotes campaigns with a spirit of national pride combined with promoting locations with
the majestic natural beauty of Vietnam to attract the attention of domestic customers.

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2.1.2 Microenvironment:
Marketing intermediaries:
Biti's has a distribution system that stretches from South to North Vietnam, with 7 branch centers,
156 marketing stores, and over 1,500 retail distributors. This has created stable employment for
over 9,000 workers at Biti's Joint Stock Company and Dona Biti's Company. With an annual
production of over 20 million pairs, Biti's offers a wide variety of products in terms of styles and
designs, including: high-end sports shoes, fashionable women's shoes, leather shoes, fabric shoes,
EVA foam sandals, slippers.
In China, Biti's has established 4 representative offices with 30 general stores and over 300 points
of sale. This is to gradually conquer the country's potential border market. For the promising
Cambodian market, Biti's has an official distributor, Cambo Trading Company, that distributes
Biti's products throughout Cambodia.
Biti's has exported to over 40 countries around the world, including Italy, France, the United
Kingdom, the United States, Russia, Japan, South America, Mexico, Cambodia, etc. In addition,
Biti's has also been trusted by internationally renowned brands such as Decathlon, Clarks, Speedo,
Skechers, Lotto, etc. to become a manufacturing partner with many large-value orders.
Customers:
At the present, Biti’s is serving mainly three types of customer markets: consumer, reseller and
international markets.-Consumer markets: We are targeting customers from 5-25 years old
(children, teenagers and young adults).-Reseller markets: 4000 retailers are making profit from
reselling shoes provided by Biti’s (Biti’s 2009). -International markets: Biti’s products have
been exported to more than 40countries such as: Russia, China and Europe (Biti’s 2009).
Publics:
We show our concern for the general public by sponsoring public events such as offering “Tender
care for Vietnamese talents” scholarships for poor students and sponsoring for “Bring light to
sightless people” (Dung 2010).
Catch attention from the young customers by making these popular singers become the
ambassadors of Bitis (Son Tung Mtp, Soobin Hoang Son,…) through the campaign “Go to return”.
Competitors:
Becoming a member of WTO brings Vietnam an opportunity to join the global market.
However, this is also a chance for exotic product to enter Vietnam (e.g. the influx of Chinese
footwear). Biti’s has to face several direct and indirect competitions from other brands such as
Bita’s, Aldo and Schu as well as some global brand like Adidas, Nike, converse, Vans,
NewBalance… Thus, Biti’s should put more effort to gain back the local market.

2.2. Review:
Product

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Footwear products have their own unique characteristics and are adjusted according to the tastes
of consumers. Consumers drive the evolution of footwear, prioritizing both trend and durability
during their shopping journey.
Therefore, Biti's marketing strategy is to always keep up with fashion trends, survey the tastes of
consumers in each region to promptly have the most accurate information and provide to the
company's product research and development department. Biti's regularly improves designs and
launches the latest products that are suitable for consumers.
Biti's always launches the latest product designs, exploiting them to the maximum in a time that is
appropriate for the short life cycle of fashion footwear products. Biti's footwear products have
been evaluated and recognized by a large number of domestic and international consumers as
products with "trust and quality".
Some of the main products of Bitis include: hunter, sandal, sport shoes, running shoes, football
shoes, oxford shoes, slippers…
In early 2016, Biti's made a strong and impressive change when it launched the versatile sports
shoe line 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 Biti's Hunter light, but it also ensures standard quality and has an eye-catching design.
It can be said that Biti's Hunter sports shoes have really caused a fever in youth from early 2016
to the present.
Biti's Hunter products are famous for their cool design, elegance, lightweight, comfortable soles,
durability and breathable fabric.
Biti's Hunter taps into the self-expression desires of young customers by dropping fresh, funky
footwear that celebrates Vietnam's unique flair.
Among them, we can mention the high-quality Biti's Hunter X shoes, the simple-looking Biti's
Hunter Street with easy-to-match clothes, or the latest Biti's Hunter x VietMax - a shoe inspired
by Hanoi that is making a splash among young people. All Biti's Hunter marketing campaigns are
also very focused on the product, bringing the image of the product to consumers in a creative and
impressive way.
The Biti's Hunter line has been a huge success in Vietnam, and it has helped to revive the brand's
popularity. The shoes are known for their stylish design, lightweight construction, and comfortable
fit. They are also available at a relatively affordable price.
Biti's Hunter's success is due to their undying passion for improvement. They never sit still, always
seeking ways to refine their products and cater to customers' evolving desires.
Distribution
Currently, Biti's products have been exported to 40 countries around the world, including Italy,
France, England, the United States, Russia, Japan, South America, Mexico, and Cambodia. In

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addition, Biti's has also been trusted by international brands such as Decathlon, Clarks, Speedo,
Skechers, Lotto, etc. to become a manufacturing partner with many large orders.
A Biti's product distribution system stretches from south to north with 7 branch centers, 156
marketing stores, and over 1,500 retail distributors, creating stable jobs for over 9,000 workers at
Biti's Corporation and Dona Biti's Company with an annual production of over 20 million pairs.
The product line is diverse in styles and designs, such as high-end sports shoes, women's fashion
shoes, leather shoes, canvas shoes, EVA foam slippers, slippers, etc.
In China, Biti's has established 4 representative offices with 30 general trading companies and over
300 points of sale to gradually bring Biti's products to the border market with great potential. With
the potential market of Cambodia, Biti's has an official distributor, Cambo Trading Company, to
distribute Biti's products throughout Cambodia.
In addition, Biti's has also been trusted by international brands such as Decathlon, Clarks, Speedo,
Skechers, Lotto, etc. to become a manufacturing partner with many large orders.
In addition, Biti's has also diversified its shopping methods by combining online sales. Currently,
the trend of customer shopping has changed, they need convenience in shopping. Therefore, Biti's
products are also distributed through online sales channels such as Lazada, Tiki, Lotte, etc.
Promotion
Advertising:
Biti's steps into the spotlight thanks to its smart marketing collaborations both domestically and
internationally. By striking effective deals, they've turned up the volume on brand recognition,
making their footwear the center of attention in both Vietnam and beyond.
Biti's advertising activities are spread out on many platforms like: television, radio, newspapers,
posters with the aim of promoting to the public to know about their products and serving the
introduction of new products, contributing to increasing market share according to the company's
plan.
Biti's doesn't fly solo – its subsidiaries and agents soar alongside. By fueling them with resources
and strategic advertising, they unlock a powerful network that captivates audiences on social
media.
A notable advertising campaign of Biti's for the Biti's Hunter product line must be mentioned the
campaign: "Go to return".
"Go to return" is probably one of the most successful and talked-about communication campaigns
of a Vietnamese brand. In this campaign, Biti's focused on the desire of young people to go and
experience. Go to explore the world, go to find your true self, go back and appreciate the values
that you have: family, friends.
And on that journey, young people need a comfortable pair of shoes, while helping them to express
their dynamism as well as their style. The core values of young Vietnamese people such as the

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passion for traveling, not afraid of difficulties, and family-oriented have been expressed by Biti's
in a very creative way over the years.
Thanks to the stories that directly hit the emotions of the target audience combined with finding a
very meaningful insight, "Go to return" season 1 and 2 helped Biti's Hunter succeed in conquering
the first customers, opening up many opportunities for Biti's Hunter to become one of the top
choices for Vietnamese youth when choosing shoes.
More than just a marketing coup, "Go to return" was a cultural tapestry woven with vibrant threads
of storytelling. Its creative genius resonated with Vietnamese youth, who embraced the brand's
core values: cherishing family bonds and embracing the spirit of exploration. This masterpiece not
only boosted Biti's Hunter's popularity but also redefined the landscape of Vietnamese footwear
advertising.
Sales/ Discount:
From fireworks of savings on Liberation Day to back-to-school bargains, Biti's keeps the shopping
spirit alive year-round. Their flexible consumption stimulation programs are like a treasure chest,
unlocking discounts for every occasion: April 30 and May 1, September 2, the opening day of the
school year, and even Christmas and New Year's. With Biti's, every holiday is a chance to celebrate
with great deals!
Biti's knows how to make everyone feel like a winner. Agents who conquer revenue targets get
treated to a feast of increased discounts and rewards, while customers walk away with bonus gifts
at every purchase. It's a recipe for smiles and a thriving, loyal community
Social activities:
Organizing social activities is also a marketing strategy of Biti's.
Biti's takes its commitment to community seriously, partnering with local authorities and people
in meaningful ways. From sponsoring education and aiding flood victims to supporting charities
and sporting events, they weave themselves into the fabric of local life, earning trust and goodwill.

3. SWOT
3.1Strengths:
Biti’s has the advantage of a long-standing Vietnamese footwear brand
Established in 1982, Biti’s was dominating the domestic footwear market with some iconic
samples. Through many years accompanying with generations of Vietnamese people, Biti’s
gradually conquered several class of consumers, especially teenager and sport community due to
its flexibility and quality.
Biti's has grown and developed upward with the nation over the course of more than 33 years of
production and business activities, despite many ups and downs and challenges. Vietnamese
people are proud of Biti's as a "National Brand" in the prestigious and high-quality footwear
industry. The brand is recognized by consumers as a reliable and familiar.

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Biti’s products is high quality and affordable

Biti's products are certified for quality assurance through the registration of goods quality standards
at the Bureau of Standards and Metrology of Ho Chi Minh City for all product categories.
Currently, Bitis Hunter is categorized into 5 product lines for men and women, with costs ranging
from 599,000 to 899,000 VND, making it affordable for a wide range of consumers. Given its low
cost, Bitis appears to be steadily emerging as the best option for customers when authentic shoe
merchandise from international labels like Nike, Adidas, Vans, Converse, Puma, and so on is priced
at $1 million or more.
Extensive Distribution System
Domestic market: Consisting of 156 marketing stores, over 4,500 agents, 1 business center, 7
branch centers, 4 trade centers, and 64 provinces and cities nationwide. In terms of International
market: The company exports to over 40 different nations worldwide.in the other hand, Biti’s haves
financial potentials by having operated for almost 40 years, Bitis's capital potential has grown
significantly, negating the need for loans to run the company.

3.2Weakness:
Shortage of labor resources: The shortage of labor resources in the footwear industry in Vietnam
has been a big challenge which can lead to disruption of supply chain.
Labor shortage will continue to be a difficult problem for businesses in the leather and footwear
industry, while leather and footwear is an industry that uses a lot of labor in Vietnam's economic
sectors (the leather and footwear industry alone needs about 1.4 million more). labor per year,
accounting for 18% of the entire processing and manufacturing industry). Pou Yuen Vietnam
Factory, one of the shoe processing enterprises with the largest number of workers in the city. Ho
Chi Minh also falls into a labor shortage situation.
After the Covid-19 pandemic, the company could only fill 65% of the 8,800 workers needed; The
recruitment process is very difficult. Currently, additional sources of young labor are scarce, while
workers are willing to change to another industry or leave the city for the province. The majority
of workers working in the industry are unskilled, performing simple steps such as product
processing; Even qualified workers in the industry doing jobs such as machine control, model
design... are rare. This will continue to be a challenge for the leather and footwear industry in the
process of transferring and applying modern technology to production and improving the
localization rate.
Limited Marketing capacity: Being stable from the long-standing footwear brand base and the
psychology of people who are used to Bitis' product quality, marketing activities have not been
focused on promotion, so the organization is few and infrequent as well as not systematic and
professional, mainly through direct marketing at dealerships and stores. This is a notable weakness
when analyzing Biti's SWOT model.

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3.3Opportunities:
E-commerce Growth: Leverage the increasing trend of online shopping by enhancing your digital
presence and optimizing e-commerce channels.
While most nonessential retailers saw a similar drop-off in margins last year, the footwear
industry has shown to be more susceptible to the EBIT changes brought on by ecommerce growth.
Size and fit inconsistencies mean that footwear traditionally sees higher return rates than apparel
and other categories. Return rates can be as high as 35% in footwear, three times more than in
general ecommerce. This exacerbates the already higher shipping costs of shoes and the resulting
differential in rates between cartons and apparel mailing envelopes.
Several other factors can worsen footwear’s margin erosion. Among these are higher storage costs
due to boxing requirements and elevated opportunity costs when packing and shipping from the
store, given the high-service sales model of selling shoes. There is also higher inventory risk
caused by both out-of-stock and obsolescence due to the additional number of product sizes.
In other hand, we can take advantages from E-Commerce by preparing:
Drive for fit consistency to reduce returns
Evaluate and improve how returns are handled
Plan inventory for omnichannel operations
Leverage stores as points of distribution
Sustainability: Embrace eco-friendly practices and products to tap into the growing market of
environmentally conscious consumers.
Innovation: Invest in research and development to create innovative and unique shoe designs,
materials, or technologies that can differentiate your products.
Global Expansion: Explore opportunities to expand into new markets or collaborate with
international retailers to increase your customer base.

3.4Threats:
Competition: Intense competition in the footwear industry could pose a threat. Stay vigilant about
market trends and competitors' strategies.
According to VIRAC, a Vietnam Industry Research and Consulting Joint Stock Company. In the
domestic market, foreign products account for 52% of the consumption market share. Competition
is also increasing as ASEAN countries and China seek to increase footwear exports to Vietnam
when import tax is reduced to 0%. In this context, domestic footwear businesses have had
strategies to improve products to meet the diverse needs of consumers. "Made in Vietnam"
footwear brands such as Biti's, Juno, Hong Thanh, Dong Thinh, Vina Giay... are focusing on
innovating designs, targeting young customers with well-organized communication campaigns.
copy.

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Specifically, in recent years, Biti's has created a fever thanks to elaborate promotional campaigns,
bringing Biti's Hunter, Biti's Disney, and Biti's Folklore products to a large number of customers.
Economic Downturn: Economic fluctuations may impact consumer spending on non-essential
items like shoes. Prepare for potential decreases in demand during economic downturns.
According to Lefaso, the export situation in 2023 of some industries, including footwear, will be
greatly affected by the world market. Specifically, main export markets such as the US, EU, and
Japan are all in decline due to inflation, declining consumer power, and especially large inventories
of fashion items. These factors affect the order situation of the leather and footwear industry.
Changing Consumer Preferences: Rapid shifts in fashion trends or consumer preferences may
impact the market demand for specific types of shoes.

4. Objectives and Issues

4.1Marketing Objectives:
Launch Innovative Products and Designs: Introduce a new line of innovative and trendy shoes,
capturing the attention of fashion-forward consumers and driving product differentiation. Thanks
to the affordable prices and high quality which make Biti’s great, another branch which should be
payed more focuses is model. Besides providing consumers a large range of specialized lines
including athletic, running, sandal, ect, choosing designs or eye-catching color combination do not
really persuade the consumers.
Enhance Brand Visibility: Improve brand recognition and visibility through strategic marketing
campaigns, social media presence, and collaborations with influencers.
Boost Online Sales: Increase online sales by a certain percentage through website optimization,
digital marketing, and a seamless online shopping experience.
Increase Market Share: Achieve a specific percentage increase in market share within the next year
by expanding the customer base and outperforming competitors.
Customer Retention: Implement customer loyalty programs and excellent customer service to
enhance customer retention rates by a specified percentage.

4.2Key Issues Impacting Attainment:

Economic Factors: Economic downturns or fluctuations can affect consumers’ disposable income,
influencing their purchasing decisions.
Supply Chain Challenges: Disruptions in the supply chain, including delays in production or
shortages of materials, can impact the ability to meet demand and fulfill orders.
Bitis currently has a significant demand for fuel and raw materials due to the necessity of
diversifying the sorts of products involved in business in order to ensure quality for the company's

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clients. Up to 60% of Bitis's input materials are imported from overseas since domestic producers
are unable to meet the company's demands despite the fact that these raw materials are still
extremely scarce. 40% usage at home. When examining Biti's SWOT model, this is a clear
weakness.
Competitive Landscape: Intense competition may require constant adaptation of marketing
strategies to stay ahead and differentiate the brand effectively.
To begin with, Bitis Hunter's rivals are Chinese shoe companies. Their offerings satisfy middle-
class clients' demands in terms of both price and quality. Their designs are continually changing
in response to market demands, and their affordable pricing are affordable for individuals with
typical incomes.
In addition, there are several native brands available, including Vina shoes, Ligamex, and Bita's.
They are also becoming more and more valued, affordable, and have a variety of designs.
Technology Changes: Rapid advancements in technology may necessitate continuous updates to
digital marketing strategies and online platforms.
Consumer Trends: Shifts in consumer preferences and fashion trends may require agility in product
development and marketing to align with what’s in demand.
Vietnamese consumers are becoming more and more interested in using higher-quality goods as
their living conditions continue to rise. Because of this, Bitis needs to upgrade relevant and cutting-
edge technologies.

5. Marketing Strategy (4Ps)

5.1Product
- Describe Your Product:
Which has a wide range of product lines, from sport shoes, casual shoes, slippers. Moreover, they
serve different sizes from kids to adults, leading to everyone having a Bitis.
Bitis has 3 products lines:
Sneaker: focus on stylish, fashion, comfortable (63 models)
Running shoes: specific products support the specific goals (6 models)
Sandals: convenience, easy to wear (28 models)
-> They have focused more into the sneaker line (Bitis Hunter), which is the main income for
them. The sneaker market has increased dramatically. The youth tend to wear sneakers whenever
they go outside to show their characteristic and personality.
- Market segmention Biti's Hunter is a Biti subsidiary, market research to determine the demands
and the target consumer group—also referred to as the market segment that the brand targets is

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crucial to the successful launch of the business. The market niches in which Biti's Hunter operates
are listed below.
Segmentation by geography Area: almost in Vietnam Religion: irrespective of faith
Segmentation by demographics:Targeting users between the ages of 15 and 25 is important since
they are the younger, potential customers who are beginning to have the means to spend and who
are particularly fond of branded fashion items.o Ages 5 to 14: As a "preemptive strike" against
their prospective future market, Biti's Hunter began introducing its Junior product line in early
2021, with sizes ranging from 24 to 34. Gender: No bias towards any gender.Income: Earnings
from low to middle class
Psychographic Segmentation: Middle and higher class social classesLifestyle: A group of youthful
individuals that relish discovery, embrace new experiences, and rise to the challenge are seeking
reasonably priced, exquisitely crafted sneakers.
Segmenting behavior: Fulfilling individual needs: People frequently focus a lot on the design,
color, and appeal of footwear goods while making purchases. The shoes that are chosen should
accentuate their style and fit their personality.Purchases made for job-related purposes: When a
person travels frequently for business and requires things that will suit their demands for comfort,
convenience, and safety.
-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
consumerswere born.
Evaluating Market Segments: Segment size and growth, Segment structural attractiveness, and
Company objectives and resources
Selecting Target Market Segments: The brand Biti is specifically targeted at men and women
between the ages of 15 and over, focusing primarily on the main group aged 15 to 25:Young people
who are enthusiastic, innovative, and eager to embrace the chances and difficulties of a new period
are ready to greet the new air. This client niche has grown quite quickly in the last many years.
Youth that are more up to date want to show off their sense of style to others through the accessories
they use and wear on their bodies, which drives up demand for the already expensive yet thriving
fashion business. Therefore, as long as Biti's has the ample resources amassed over the course of
more than 39 years of conducting business in this sector in Vietnam, there is no need to disregard
such a promising market.
- Position Your Product:
Bitis tries to position their product more comfortably, durability, and also stylish rather than a
luxury one. When the customers heard about this brand, they immediately thought that the brand
is reasonably priced with a high quality product and a little fashion.
- Consider Product Lifecycle:

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The business is in the Cash Cow state, which is the mature business. The strategy for a mature
business is holding them to get the stable revenue.
-> Until now, Bitis Hunter really took a place in the sneaker market. Their loyal customers tend
to be students who do not have a large budget for the footwear, and parents who want to buy a
good pair of shoes for their children.

5.2Price
- Set Pricing Strategy: Value-based Pricing
Firstly, they assess customer needs and value perceptions, then they set the target price to match
customer perceived value. Finally, they design products to deliver desired value at the target price.
Cost: The production cost for a pair of shoes is really not much, especially here in Vietnam where
there are thousands of manufacturers that can do so.
Competitors: Nike, Adidas, Puma, Asics (Those sneaker brands have spreaded around the world
for a long time. For Bitis, it just a young brand name compared with others. However, the potential
of Bitis is that they are a Vietnamese brand which means that in the Vietnamese market they can
earn a share if the customers want to support the local brand.)
Perceived Value: Like almost all local brands, Bitis brings to customers the feeling of pride,
satisfaction when they can support their own economy. With the slogan “Nâng niu bàn chân Việt",
the message is very clear that Bitis takes care of Viet foot, and in exchange Viet people support the
company.
- Determine Pricing Goals:
Due to the large number of competitors, Bitis decided to prioritize the market share. By that, they
can increase revenue by selling more products with an affordable price.

5.3Place:
GT channels:
Biti's has strategically expanded its presence across Vietnam with seven branch centers, 156
marketing outlets, and an extensive network of 1,500 retail stores spanning from the southern to
the northern regions of the country. Specifically, within Ho Chi Minh City, the bustling economic
hub of Vietnam, Biti's boasts an impressive 19 stores, contributing to the brand's widespread
recognition and accessibility in one of the three main economic cities. At the International field,
the company has established a significant foothold in China, boasting 4 representative offices and
an extensive network of 300 stores.
MT channels:
Bitis has partnerships with Co.op Mart, Winmart, Lotte Mart, and GO!, among other commercial
centers and supermarkets, in addition to the items offered at Bitis-owned enterprises and branches.
These agreements are deliberately crafted to enable accessibility to a broad range of customers,

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including both male and female demographics and accessible to all age groups, from young
children to adults and the elderly. This cooperative strategy is consistent with Bitis's dedication to
reaching a wide variety of customers through well-established retail channels and making sure its
goods meet the requirements and interests of a diverse range of demographics.
Online channels:
Digital marketing is a new area of marketing strategy that has evolved with the progress of
technology. Customers may connect with distributors using this method, all they need is access to
digital devices for convenience.
Digital marketing:
The execution of marketing initiatives on digital platforms is known as digital marketing.
Traditional approaches are no longer trendy to be used by businesses to contact their clients.
Rather, electronic information channels are used, such as Facebook, websites, and email, among
others. Marketing professionals use these digital channels to develop and enhance the company's
brand image.
Ads:
One of the main elements of digital marketing is advertising. Any social media account or website
can be used as a platform for product advertising. These days, Facebook, Instagram, Google, and
other platforms are among the most popular ones. Furthermore, there are other forms of
advertising, such advertising on broad casting devices and geo-targeted advertising.
Content marketing:
Content marketing is different from typical advertising in that it emphasizes offering customers
value and knowledge instead of just pushing a product or service. In order to achieve success with
content marketing, companies must precisely identify who their target audience is, produce
material that speaks to them, and efficiently disseminate that information.
SEO (search engine optimization):
The technique of improving a website's exposure for users on data retrieval apps like Google,
Edge, and others. This improves both the number and quality of website visitors. Enhancing search
results on websites without charging for them to show up on browsers. Both display advertising
and direct traffic sources are excluded from SEO. SEO strategies may also be used for other kinds
of searches, such as those for news, academic material, images, videos, and industry-specific
search engine results.
Online marketplace:
In the age of cutting-edge technology, Bitis has adopted a digital marketing strategy. The company
has developed a special website for its sales channel and collaborates with e-commerce sites like
Shopee and Lazada,... This calculated action is explained by the broad coverage these e-commerce
sites, especially Shopee, provide at the moment.

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Principles of marketing

Below are the statistical figures for the first quarter of 2022 to rank the leading e-commerce
websites in Vietnam

(Iprice.vn)
That amounts to more than 230,000 visits to the Shopee website every day, with an annual figure
of 84,520,000. This is a significant and extremely encouraging figure for putting into practice a
product promotion plan to reach a large number of customers.
Below here are website and e-commerce sites of Biti’s:
Website: www.bitis.com.vn
Shopee:https://shopee.vn/bitisvn
Lazada:https://www.lazada.vn/shop/bitis/
Tiki: https://tiki.vn/cua-hang/bitis-official-store
The indispensable channels for creating engaging content for social media users cannot be
overlooked. Social media is an addictive element, making its usage an indispensable part of
everyone's daily routine. Down here are the main channels:
facebook:https://www.facebook.com/bitishunter/
instagram: https://www.instagram.com/bitis.hunter/?hl=en
Tiktok:https://www.tiktok.com/@bitis.hunter
https://www.tiktok.com/@bitisshop
Biti’s products in the world map:
Biti's has achieved a remarkable global footprint, successfully exporting its diverse range of
products to over 40 countries worldwide. Biti’s products have now penetrated markets with
enormous potential such as China and the United States. In addition, Bitis products are also

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Principles of marketing

showcased at prominent events on continents leading the fashion industry - Italy, France, the
United Kingdom, Russia, Japan. In addition, Bitis demonstrates a strategic approach that extends
beyond merely targeting high-potential regions, it actively expands into areas characterized by
unique cultural facets such as South American nations, Mexico, Cambodia, and etc. By venturing
into regions with distinctive cultural identities, the brand not only broadens its market reach but
also fosters a deeper connection with diverse consumer bases to understand communities and build
lasting relationships with consumers around the world.

Moreover, To earn the trust and collaboration of esteemed international brands, Biti’s claims
collaborative partnerships with globally acclaimed names such as Decathlon, a leading sports retail
giant; Clarks, a venerable British footwear brand; Speedo, a renowned swimwear and accessories
brand; Skechers, an international lifestyle and athletic footwear brand; Lotto, a famous sportswear
manufacturer, and more. The collaboration with these international brands of Biti’s marketing plan
aligns with the diverse needs and preferences of a global market.
Flexibility in distribution and transportation processes:
Biti’s is stepping up its efforts to expand its distribution network across the country. To quickly
maximize market share and income, the firm is intensifying partnerships with intermediate
merchants and even local markets in addition to expanding its market coverage through established
distribution branches. Specifically, in the Ho Chi Minh City area, Biti’s now operates 45 branches
in different parts of the city, most of them are centered in the city's center and many intermediate
merchants. Otherwise, the deficiencies in the chain management process, which might result in
more rivalry among middlemen looking to boost their profit margins for middle-tier retailers.
To deliver products to clients, Bitis has a committed staff. Furthermore, Bitis enhances the delivery
process to clients by working with prominent Vietnamese e-commerce sites like Shopee, Lazada,
and others. By working together, we hope to increase the number of product orders and the
channels by which customers may access our items.

5.4Promotions:
Sense of a dynamic message:
Over the course of more than 40 years, like a "step without fatigue," With each product that is
exhibited for sale, Binh Tien Consumer Goods Production Company Limited (Biti's) has skillfully
strengthened its brand and communicates a strong message. The user experience of their goods
clearly demonstrates the integration of comfort and dynamism. The shoes that are sold on the
market are a concrete result of a company that has worked hard to build a name for itself and to
engender confidence in its goods by consistently keeping its word and producing goods that
accurately reflect the message. The organization has committed more than 40 years to the phased
adoption and execution of many approaches, signifying a notable turning moment in its
development. Requiring careful evaluation of client input throughout a range of time periods. This
is coupled with a deep understanding of market demands at each stage of the fashion industry. The
brand not only follows current fashion trends but also incorporates them into culturally significant
designs that capture the spirit of Vietnamese history. Providing a sense of uniqueness and

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Principles of marketing

distinctiveness through design elements when compared to high-priced footwear models in the
market.
The enthusiastic campaign:
With its spirit and meaningful philosophy that every journey is an opportunity for personal growth,
to cherish the most beautiful family relationships, and to live better every day. Biti's Hunter is a
purely Vietnamese brand that has given the youth a profound and accurate perspective on the idea
of traveling and freedom.
The youth are divided about the "Đi để trở về" ("Go to Return") ad campaign, which is the
collaboration of singer Soobin Hoàng Sơn and the sub-brand "Biti's Hunter”, go through seven
seasons. By the conclusion at the end of season 2, Biti's sales had increased by 250% thanks in
large part to this campaign, which also helped the company hold the top spot on the YouTube Ads
Leaderboard of the traditional Tet theme during periods of 2017 and 2018.
Season 1: "Travel for Experience"
Biti's Hunter accompanies Soobin Hoàng Sơn in this meaningful music video, helping convey a
different definition of "traveling." According to Biti's Hunter, "traveling" is about discovering new
things, growing, and experiencing them all so that each young person may grow to understand the
importance of family bonds and the unique meaning of family. Additionally, Biti’s has succeeded
in creating contrast and divergence in the mindset of the youth when faced with the choice between
family on one side and work, friends, etc., on the other side, to decide whether to "come home for
Tet" or not.
Season 2: "After all, the journey home is the most special journey"
Biti's maintained to reinforce the brand strength of "Go and experience" for Biti's Hunter in season
two, coupled with the tagline "Go to return." Biti's wanted to imprint "Go to return" as a memorable
saying in the minds of young Vietnamese people for each Tet celebration. Go To Return 2 is given
a song that has become more than just an enduring trend message throughout time. It reminds those
who are working outside that it's time to "come home."
Season 3: "This Tet, we promise to go together"
A component of the lesson for the young in "Go To Return" season three is to spend their childhood
traveling with their loved ones. Together, Go To Return 3 leads the young people to promise their
family, close friends, and lover that they would travel on amazing youth adventures to a happy
ending, demonstrating their devotion to one another in addition to expressing their feelings via
music.
Season 4: "Come home early for Tet - The special journey of Tet"
"Go To Return 4" emphasizes the youth's role in making their parents happy during Tet, acting as
a kind of encouragement from Biti's to them. Furthermore, the short video "Special Journey of Tet"
has also been quite popular since it speaks to the feelings of many youngsters who are studying

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Principles of marketing

abroad. Even with its little runtime, the movie does a good job of raising important issues and
partially addressing young people's worries about this traditional Tet.
Season 5: "For Tet, just coming back is enough"
Hương Tràm was once again selected as Biti's name in 2021. Biti's wise choice in choosing Hương
Tràm is a given model of the campaign's significant background. Hương Tràm is a long-time
resident of Vietnam who is currently studying abroad. Her inclusion in "Go To Return 5" with the
message "For Tet, just coming back is enough" speaks to the aspirations of all overseas people
who are unable to reunite with their families, including those in quarantine, lockdown, social
distancing, and pandemic areas, because of Covid-19. It's enough for them to be able to return
home.
Season 6: "Whether success or empty-handed, just come back home first"
The sixth season of "Go To Return" has done a great job of capturing the "precious" and "life"
parts of our emotions, such our sensitivity to unfulfilled expectations for ourselves. Understanding
this inner turmoil, the Go To Return 6 - Biti's Hunter campaign seeks to encourage those who must
go far from home in order to make a living to return while there is still a place to call home, despite
the difficulties and potential for returning empty-handed after a trying year.
Season 7: "This Tet, the house is ready and waiting for you to come back"
For people who are far away, this campaign season brings to mind simple yet heartwarming visions
of what a Vietnamese traditional Tet may be like. It helps them imagine their homeland. In addition
to the parents, there are other things that are looking forward to your homecoming during these
upcoming Tet days: the Tet market, the jar of persimmon wine, the apricot orchard, and the bitter
melon soup. The preparations for your Tet homecoming are captured in these pictures, and they
provide a powerful message about Tet holidays.
The Rising time
Besides of the influencer marketing campaign "Go to Return" featuring Soobin Hoàng Sơn, Biti's
has teamed up with a powerful force to support its PR strategy by incorporating the idea of
featuring their shoes in a music video of Sơn Tùng MTP, one of the most well-known and iconic
V-pop artists at the present.
"Within just the first 48 hours of its release, the MV 'Lạc Trôi' performed by Sơn Tùng M-TP
reached 7 million views on YouTube. Within 7 days, the singer's shoe model featured in the video
was completely sold out" said by Mr. Hùng Võ, the Deputy Director of Marketing at Biti’s
Vietnam, describing the frenzy around the Hunter shoes at the beginning of 2017.
Biti's goods have been selling out since the Sơn Tùng and Soobin music videos craze, with demand
even outpacing supply because of the high level of customer demands. In fact, Biti's is estimated
by Forbes Vietnam to be worth over 17 million USD.
Minor advances:

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Principles of marketing

Though the "Go to Return" campaign is a long-term project that will run until 2023, but it only
serves to promote Bitis' products at a general level without highlighting any distinctive features or
unique characteristics in the product line. Biti’s Hunter sneakers in both famous music videos
where there is a lack of emphasis on the special qualities of Bitis' products, such as comfort or
unique and recognizable design elements.To enhance the effectiveness of the campaign, in addition
to incorporating the existing distinctive features of the product, during the Tet holiday season, it is
essential to change the shoe boxes cover to create a unique appearance during the festive period.
Designing packaging and boxes should reflect the colorful and festive atmosphere of Tet. It's
crucial to use images on boxes and packaging that capture the vivid hues of the Tet holiday. Besides
that, Including cards inside the shoe boxes that convey the day's theme and the main ideas of the
"Go to Return" campaign to evoke emotions and bring a sense of empathy and warmth to
customers. . With example, "Hãy về nhà, nơi ấm áp và tình yêu chờ đón bạn.” Biti’s mong bạn
được sum vầy trong ngôi nhà của mình, xin gửi lời chúc an lành và hạnh phúc. Chúng tôi luôn
đồng hành cùng bạn trên mỗi bước đi, từ cánh cửa nhà đến những cuộc phiêu lưu xa xôi. Những
khoảnh khắc đáng nhớ bên gia đình và tận hưởng không khí của cái Tết đoàn viên. ("Come home,
where warmth and love await you." Biti's wishes you peace and happiness in your home, sending
you warm wishes. We are always with you every step of the way, from the doorstep to adventurous
journeys. Cherish memorable moments with family and enjoy the festive atmosphere of Tet, the
time for family reunion.)
Incentive programs:
Recently, on December 26, 2023, Biti's introduced the Biti's Hunter Midnight K23 collection,
featuring an all-black appearance complemented by reflective leather on shoes such as Biti’s
Hunter X Dune, Biti’s Hunter X Liteflex 2.0, and Biti’s Hunter Street.

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Principles of marketing

6. Action Programs
Biti’s Hunter will be introduced in January. The following are summaries of action programs that
will be used during the first six months of the year to achieve the stated objectives.
January: Biti's Hunter representatives will work with both distributors and independent retailers to
guide them on trade promotion campaigns. Representatives will also ensure that distributors are
trained on product benefits as well as instructions for use at the point of purchase. The brand
website and other sites such as Facebook and Instagram will feature product information as well
as availability dates and locations. Biti's Hunter will step up by providing product samples to
selected product reviewers, opinion leaders, influential bloggers, and celebrities.
February: Biti's Hunter will release new products on Tet holidays, on the day of availability, new
product samples and point-of-purchase displays will be located in in-store branches. The full brand
website and social media campaign will launch with full efforts on Facebook and Instagram. Biti's
Hunter delivers more than expected products, desired benefits, and values by reducing prices on
sports shoes and soccer shoes by 20-30%.
March: Music Video "Di De Tro Ve" will be released on YouTube in collaboration with famous
singer Soobin Hoang Son. Wishing to bring newness to this year's products, we encourage users
to choose Biti's Hunter products.
April: A mobile ad campaign will provide additional support, driving traffic to the brand website
and social network sites as well as driving traffic to retailers.

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Principles of marketing

May: To enhance online and social marketing campaigns, Facebook rating services and Music
Video influencers will be used to drive traffic to retailers. Point-of-purchase displays and signage
will be updated to support these efforts and continue to support retailers.
June: The event marketing campaign will partner with singer Soobin Hoang Son for concerts and
sporting events. This will provide additional visibility to the brand as well as create an opportunity
for customers and prospects to try out the product.

7. Budgets
Biti's Hunter has set a first-year retail sales target of $35 million with an expected average retail
price of $40 per unit for a total of 875,000 units sold. At an average wholesale price of $30 per
unit, this represents $18 million in revenue. Biti's expects to break even in the last quarter of the
first year. The break-even analysis assumes unit wholesale sales of $30 per unit, variable costs per
unit of $7, and estimated first-year fixed costs of $10,500,000.

8. Controls
Bitis plans to monitor sales, revenue, and product growth rate after sales promotion programs,
determining specific data to track and evaluate the success of marketing goals. Implement systems
for collection and analysis such as analytics websites, CRM software, social media monitoring
tools. Regularly evaluate the performance of marketing campaigns and initiatives against
predetermined KPIs. Analyze data to identify trends, patterns, and areas for improvement. Stay up
to date on industry trends and changes to adjust your marketing plan accordingly. Encourage
feedback from customers, sales teams, and other stakeholders involved in marketing efforts. New
product creation always requires using this feedback to identify opportunities for improvement
and adjust strategy accordingly. Stay flexible and be willing to modify and test marketing
approaches to maximize success. Due to market volatility, contingency plans are also in place to
address rapid environmental changes such as changing consumer preferences, new products and
new technologies.

9. Reference

Hà Nguyễn (2023) Chiến lược marketing của biti’s Việt Nam Retrieved December 29,
2023:https://amis.misa.vn/30259/chien-luoc-marketing-cua-bitis/
Bitis.com Sản phẩm của bitis Retrieved December 29,
2023:https://bitis.com.vn/collections/hunter-nam?page=2
Danso.org (2023)Số tuổi việt nam khi sử dụng sản phẩm Bitis: https://danso.org/viet-nam/#thap
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P.KD.ZG?end=2022&locations=VN&start=2010&view=chart
vietcetera.com (2023) A small campaign bitis hunter Retrieved December 29,
2023:https://vietcetera.com/en/bitis-hunter-how-a-small-budget-campaign-rebirthed-a-brand

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Principles of marketing

Vnexpress.net (2023) Sơn Tùng và Bitis hunter Retrieved December 29,

2023:https://vnexpress.net/son-tung-giup-biti-s-ban-sach-giay-trong-mot-tuan-3629081.html
https://marketingtrips.com/brand-story/cu-loi-nguoc-dong-cua-de-che-bitis/
insight:https://iprice.vn/insights/mapofecommerce/en/

Brandsvietnam.com đi để trở về
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l%E1%BB%9Bn,chuy%E1%BA%BFn%20%C4%91i%20tr%E1%BB%9F%20v%E1%BB%81
%20nh%C3%A0%E2%80%9D.

Spiderum sức hút của bitis Retrieved December 29, 2023 https://spiderum.com/bai-dang/STEPPS-
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