UNIVERSITY OF FINANCE AND MARKETING

MARKETING FACULTY
----------

ESSAY
INTEGRATED MARKETING COMMUNICATION
FINAL REPORT

DEVELOPING AN INTEGRATED MARKETING

COMMUNICATION PLAN OF BITI’S HUNTER
BRAND IN VIETNAM MARKET

Lecturer : Nguyễn Thị Minh Ngọc

Class : CLC_21DMA01

Class Code : 2321702049701

Ho Chi Minh City 2023

 UNIVERSITY OF FINANCE AND MARKETING
MARKETING FACULTY
----------

ESSAY
INTEGRATED MARKETING COMMUNICATION
FINAL REPORT

DEVELOPING AN INTEGRATED MARKETING

COMMUNICATION PLAN OF BITI’S HUNTER
BRAND IN VIETNAM MARKET

Students:
Đỗ Trung Phát 2121000441
Nguyễn Thùy Trang 2121007554
Nguyễn Quỳnh Thanh Trúc 2121000435
Tăng Lâm Mỹ Uyên 2121003748
Hồ Thị Thanh Xuân 2121001848

Ho Chi Minh City 2023

 CONTRIBUTION

Students MSSV Evaluate

Đỗ Trung Phát 2121000441 100%

Nguyễn Thùy Trang 2121007554 100%

Nguyễn Quỳnh Thanh Trúc 2121000435 100%

Tăng Lâm Mỹ Uyên 2121003748 100%

Hồ Thị Thanh Xuân 2121001848 100%

 LIST OF TABLES
Table 1. Target Market .......................................................................................................... 5
Table 2. Insight ..................................................................................................................... 6
Table 3. Phases of Campaign ................................................................................................ 7
Table 4. Production of TVC.................................................................................................. 8
Table 5. Activity of Forum ................................................................................................. 13
Table 6. Detail Timeline of Facebook ................................................................................ 17
Table 7. Detail Timeline of YouTube.................................................................................. 18
Table 8. Detail Timeline of Instagram ................................................................................ 19
Table 9. Detail of E-Commerce Platform ........................................................................... 21
Table 10. Detail Timeline of Website ................................................................................. 21
Table 11. Detail Timeline of E-News ................................................................................. 22
Table 12. Coupons .............................................................................................................. 23
Table 13. Premiums ............................................................................................................ 24
Table 14. Contest ................................................................................................................ 25
Table 15. Loyalty ................................................................................................................ 26
Table 16. Budget of each Program ..................................................................................... 27
Table 17. Total Budget of Campaign .................................................................................. 28
Table 18. Measurement ....................................................................................................... 28
Table 19. Control ................................................................................................................ 29

i
 LIST OF FIGURES
Picture 1. Logo of Biti's Hunter ............................................................................................ 3
Picture 2. Posters of 3 Phases ............................................................................................. 12
Picture 3. Poster of Liveshow Music .................................................................................. 15
Picture 4. Timeline of Campaign ........................................................................................ 27

ii
 TABLE OF CONTENT

1. MARKET AND BUSINESS OVERVIEW ..............................................................1

1.1. Market Status of Sneaker ...................................................................................1
1.2. Binh Tien Consumer Goods Production Co., Ltd. (Bitis) ..................................2
1.3. Bitis Hunter ........................................................................................................3
2. THE COMPANY’S SITUATION ANALYSIS ........................................................3
Direct Competitor.........................................................................................................3
Indirect Competitors.....................................................................................................3
3. MARKETING OBJECTIVE(S) AND RELEVANT COMMUNICATION
OBJECTIVES ................................................................................................................4
3.1. Marketing objectives ..........................................................................................4
3.2. Communication objectives.................................................................................5
4. IDENTIFYING SUITABLE TARGET AUDIENCES FOR YOU CAMPAIGN .5
4.1. Target Customer .................................................................................................5
4.2. Relevant Target Audience ..................................................................................6
4.2.1. Internal ........................................................................................................6
4.2.2. External .......................................................................................................6
5. DEVELOP A DETAILED IMC PLAN FOLLOWING THE IMC PLANNING
PROCESS .......................................................................................................................6
5.1. Creative Strategy ................................................................................................6
5.2. Action Plan .......................................................................................................12
5.2.1. Advertising ................................................................................................12
5.2.2. Public Relations ........................................................................................12
5.2.3. Digital ........................................................................................................16
5.2.4. Sales promotion .........................................................................................23
5.3. Timeline and Budget ........................................................................................26
5.3.1. Timeline: ...................................................................................................27
5.3.2. Budget: ......................................................................................................27
5.4. Measurement and Control ................................................................................28
5.4.1. Measurement .............................................................................................28

iii
5.4.2. Control .......................................................................................................29

iv
1. MARKET AND BUSINESS OVERVIEW
1.1. Market Status of Sneaker

Market research firm NPD Group reports sneakers sales hit $80 billion in 2019 and are
expected to continue growing in the future with fierce competition among top brands like
Nike. Adidas, Jordan, and Puma as they try to dominate the market and capture the attention
of consumers.

The domestic sports shoe market generates annual revenue of over US$1.5 billion, or about
VND35 trillion, according to economic reports. However, domestic enterprises only hold
less than 40% of the market share.

Statista statistics have shown that the global sports shoe market value from 2020 to 2026 is
estimated at $79 billion and is forecast to reach $1195 billion by 2026. With a significant
increase This is not surprising given that the athletic footwear industry is considered big
business. This number is a testament to the incredible growth of the sneaker industry.

The current sneaker market is full of vitality and constantly evolving. Sneakers have
become an indispensable part of modern fashion, applied not only in sports activities but
also as a symbol of creativity and originality. Fashion designers have included sneakers in
their collections, taking advantage of the variety of styles and colors. This success has
helped make the sneaker a coveted fashion item that transcends niche confines and becomes
a star in the best-selling category on the online luxury shopping platform. The great
contribution of sports shoes increases the interest and favor of consumers.

In recent times, the widespread epidemic has made people focus on comfort more than ever,
leading to a significant increase in the global demand for sports shoes. This may be because
people are more aware of the importance of health and feel more clearly the benefits of
choosing the right products for exercise activities such as running, jogging, and
participating in sports.

The resale athletic shoe market was valued at $6 billion in 2019 but is expected to reach
$30 billion by 2030. Sneaker enthusiasts are willing to pay thousands of dollars for those
The original model resells for a retail price in the range of 130–240 USD, which is a huge
spike in this lucrative market.

The popular transformation of the sneaker is in tune with the advancement of technology in
the industry, as brands continuously improve and develop technology to deliver unmatched
levels of comfort and performance. use. Technologies such as Adidas' Boost, Nike's Air
Max, and Asics' Gel are considered to be the first to apply technology to the design and
production of sports shoes.

In the sneaker market, there are many popular trends, including retro shoes, collaborations
between famous brands, limited edition shoes, and custom sneakers that allow consumers
1
to choose shoes that reflect their light. Sneakers are not only a product but also a cultural
and personal symbol for each person.
1.2. Binh Tien Consumer Goods Production Co., Ltd. (Bitis)

History

Starting from a family with a tradition of footwear since the 1960s. Therefore, in 1982, Mr.
and Mrs. Luu Khai Thanh established Van Thanh Company with 20 workers to produce
footwear for export across the country. Big countries like Eastern Europe or the Soviet
Union followed the barter method during that period.

In 1986, Van Thanh bought Binh Tien Complex and established Binh Tien Rubber
Cooperative, specializing in the production of high-quality Vietnamese footwear and
exporting to Eastern and Western Europe.

In 1990, Mr. and Mrs. Luu Khai Thanh went to Taiwan to learn new technology and invest
in machinery with the aim of improving the quality of Vietnamese products, producing new
products with the highest quality EVA foam at the time.

Finally, in 1992, during the period of national renewal, the company officially changed its
name to Binh Tien Consumer Goods Manufacturing Company, also known as Biti's.

Currently, Biti's has had very proud successes, such as achieving the title of "Top 40 Most
Valuable Corporate Brands in Vietnam 2016 and 2017" by Forbes Vietnam, the "Gold Cup
of Top 10 Prestigious Vietnamese Brands in Vietnam" quality certification organized by
the Vietnam Union of Science and Technology Associations, and many other quality
certifications.

Company size

Currently, Biti's has a large scale; Biti's has 2 member companies, more than 1,500 Biti's
agent stores nationwide, and 7 branch centers (Lao Cai, North, Quang Ninh, Central
Highlands, Da Nang, West, South). Biti's has more than 8,500 skilled, passionate, and
determined employees each year, creating more than 25,000,000 products and offering a
wide variety of products full of novelty. Not only that, Biti's not only appears in the country
but also reaches out to the world with the achievement of imprinting shoes on the territory
of more than 40 countries around the world.

Vision

With a vision to become a strong consumer goods company, maintain its leading position
in Vietnam, actively integrate with the world, and become a strong company in Asia.

Mission

2
Biti's mission is to offer products that are constantly improved, improve in terms of quality,
meet the needs of customers, and build solid trust with consumers, true to the meaning of
"Uy tín – Chất lượng" of the brand.
1.3. Bitis Hunter
Biti's Hunter is a sub-brand of Biti's launched in 2016 with the orientation of specializing
in sports shoes for young people. The brand's slogan is "Be cool. Be Biti's Hunter. The brand
of experiences.’’

Picture 1. Logo of Biti's Hunter

Currently, Biti's Hunter includes the following lines:

− Biti’s Hunter X
− Biti’s Hunter Street
− Biti’s Hunter Core
− Biti’s Hunter Tennis
− Biti’s Hunter Jogging
2. THE COMPANY’S SITUATION ANALYSIS
Direct Competitor
Ananas

Ananas, which was born in 2010, is one of the brands of shoes made 100% in Vietnam
under Hazza Joint Stock Company.

Ananas is known for her unique color-matching work, using materials ranging from canvas
to suede to create a blend of classic and modern styles. Ananas' shoe models often publish
work that focuses on quality and the user's feel. Simple casual shoes are meticulously
crafted for durability while being soft for a tactile feel of love and comfort during the
transition.

Besides, its shoes also have a mid-range price tag (ranging from 300,000 to 900,000 VND),
making Ananas a top choice for young people when choosing local brand shoes.
Indirect Competitors
Nike

3
Nike is one of the most famous sports brands in the world. Nike's predecessor was Blue
Ribbon Sports Company, founded by Phil Knight in 1964. The products from this brand
always show a stylish, unique, and diverse fashion style that is popular with consumers.
favored by children.
Currently, the price of genuine Nike shoes ranges from 2 to 10 million VND, depending on
the type of shoe, style, time of sale, and where the product is sold. In Vietnam, the most
common price is usually in the range of 2–5 million VND. This means that consumers in
Vietnam can easily own genuine Nike shoes.
Adidas

Adidas is a multinational company from Germany. The predecessor of the company was
Gebruder Dassler Schuhfabrik. The advantage of Adidas brand shoes is that they always
show their fashion, personality, and dynamism through their eye-catching designs, but they
can also feel the softness, comfort, and lightness of every shoe.

Adidas offers products to suit all audiences, ages, genders, and classes, and it is this that
creates diversity in their shoe portfolio, with many product lines at different price points. In
Vietnam, the average price of an Adidas product ranges from around 1–10 million VND (or
possibly higher depending on the product line).
Vans

The Vans brand was born in 1966 in California, USA, due to the cooperation between Paul
Van Doren and his teammates. The characteristic of Vans shoes lies in their simple, dynamic,
and strong design style, a style that is very suitable for young people who love sports style
(sporty) and street style (street style).

Vans shoe products are divided into many lines with different prices. However, the Vans
brand is still considered suitable for young people with a reasonable price (ranging from 1-
3 million VND). In Vietnam, this price is suitable for all ages, from students to office
workers who can own a pair of Vans shoes.
3. MARKETING OBJECTIVE(S) AND RELEVANT COMMUNICATION
OBJECTIVES
3.1. Marketing objectives

− Form customers to wear Biti's Hunter every day when going out

− Encourage customers to pay more than VND 1 million for Biti's Hunter’s new,
limited or collaborative products

− Increase retension rate from preferential policies for loyal customers

4
 3.2. Communication objectives

After surveying the target market, reviewing the brand's current metrics, and considering
internal resources, we set out the following communication objectives:

− Increase Preference customer group of target market to 52% in in the first six months
of 2024.

− Increase Conviction customer group of target market to 34% in the first six months
of 2024.

− Increase Purchase customer group of target market to 20% in the first six months of
2024.
4. IDENTIFYING SUITABLE TARGET AUDIENCES FOR YOU
CAMPAIGN
4.1. Target Customer
Table 1. Target Market

Sub -
Segment 1 Segment 2 Segment 3
Segment

Geographic Cities in Viet Nam

12 to 18 years 19 to 24 25 to 30 years
Age Under 40
old years old old

Gender Male and Female

Student (from
Student
Secondary Have a stable Have a
Occupation (from
school or job stable job
university)
High school)
Demographic
Most have
not earned
their own
money and Middle - Middle -
Income Stable
must depend High High
on their
family's
economy.

Love things Love things Want high Want high

Psychographic that are new, that are new, durability durability
creative, creative, and ensure and

5
 dynamic, and dynamic and solemnity, ensure
suitable for show their elegance. solemnity,
personal position. Spend time elegance.
style. Spend more hanging out Invest in
Spend more time with with friends. yourself.
time with friends, Separate Invest in
friends, outside social work time their
outside social relationship. and leisure child.
relationship. Easily time.
Easily affected by
affected by trends.
trends.

Behavioral
4.2. Relevant Target Audience
4.2.1. Internal
Employees of the Firm: The people in the company have made a solid contribution and
have knowledge of the campaign's goals and implications. Thereby providing information
related to customers and people around them.
Community members:
− Everyone in 3 segments in cities in Vietnam is looking for a pair of shoes that ensure
both beauty and durability.
− People who have no knowledge of fashion and sports shoes.
− People are looking for a shoe that can give them confidence.
4.2.2. External
The Media: YouTube, Facebook, TikTok, Instagram, e-newspaper and journalists aim to
inspire life and build confidence.
Educators: Celebrities, KOLs (athletes), Shoes Bloggers, experts, coaches, trainer
5. DEVELOP A DETAILED IMC PLAN FOLLOWING THE IMC
PLANNING PROCESS
5.1. Creative Strategy
Insight
Table 2. Insight

Truth Durable and beautiful are two factors to consider when buying shoes.

Tension The factors of durability and beauty are difficult to go together.

6
 Motivation I want a pair of sneakers that are both beautiful and durable to be confident
every day.

Insight I want a pair of sneakers that are durable for me to wear every day but still
look good so I can wear them confidently.

Big idea Bitis Hunter - The resilient pair of sneakers for young people to wear every
day, yet still exuding a unique charm stemming from their sturdiness.

Key The younger generation is becoming increasingly proactive in choosing

Message their lifestyles, aiming not only to break through norms but also to express
their unique personalities through their daily attire. What could be more
fantastic than the birth of Bitis Hunter to meet the needs of these dynamic
feet? With a foundation in technology ensuring the durability of each
component of the footwear, coupled with meticulous refinement of colors
and details in line with modern trends, Bitis Hunter emerges as the perfect
choice to conquer all journeys alongside the young generation. When
accompanied by Bitis Hunter, you need not worry about anything beyond
the confidence that these shoes bring.

Phase of Campaign
Table 3. Phases of Campaign

Trigger Engage Amplify

01/01/2024 - 16/05/2024 -
Time 01/03/2024 - 15/05/2023
29/02/2024 30/06/2024

Bitis Hunter - The resilient pair of sneakers for young people to wear every
Big idea
day, yet still exuding a unique charm stemming from their sturdiness.

Maintain and spread

Make it clear to the Bitis shoes are the perfect
with Target Audience
Target Audience that choice to help young
Objective the belief that Bitis
Bitis shoes have beauty people confidently
Hunter values will
from durability. conquer every journey.
always be with them.

Tag line of Base durable - Chase

Hunt the confidence Confident radiation
phases beauty

TVC part 2: Hunt the

TVC part 1: Base confidence TVC part 3: Confident
Key hook
durable - Chase beauty Forum – Round 1 – “Hunt radiation
the Confidence”

7
 Live Show Music –
“Khởi động màu hè
cùng Biti’s Hunter”

Poster of Live show

Supporting Forum – Round 2 – “Hunt
Poster of TVC part 1 Games at the Event &
tactics the Confidence”
Reward

Facebook, Instagram, Facebook, TikTok, OOH,

Facebook, Instagram,
YouTube, TikTok, E - news, Sale promotion
Channels TikTok, Public
website, OOH, E - (Contests, premium,
Relations, E - news
news coupons)

Production of TVC
Table 4. Production of TVC

Production of TVC part 1

Mood & Tone Funny, Creative, Fantasy, Modern, Full of color.
Keyword:
− Biti’s Hunter
− Tagline of phase
− Big Idea
Include factor
Image:
− Logo Biti’s Hunter
− Product of Biti’s Hunter
− Production of Biti’s Hunter
A girl opens her shoe cabinet. The shoe cabinet is full of old,
worn, and broken shoes. She was depressed and decided to go
to the e-commerce platform to buy new shoes. Biti's Hunter
poster appeared on the computer screen. She got curious and
Story line clicked on it. Suddenly, she is sucked into a world filled with
color, and before her eyes, the process of creating a great pair
of Biti's Hunter shoes begins. She was so attracted and
impressed by the scene that she froze. A handsome man
appeared, leaned close to her ear, and said, "Còn chờ gì nữa?"
Sender Biti’s Hunter
Main role: Bích Phương
Source
Supporting role: Song Luân
Receivers All segments in Target market
Attractiveness Likability:

8
 − Recently Bich Phuong has gained a lot of attention due
to her comeback after a long time of inactivity.
− Song Luan's most recent project "Nha Ba Nu"
received a lot of attention. Increased his popularity
in the media.
Perceived control: Bich Phuong and Song Luân doesn't have
Power many negative dramas, which makes her have a positive view
of viewers.
Advertising complaints:
Emotional appeal: Satisfying emotional needs with a focus on
quality shoes by Biti's Hunter - By describing the process of
making shoes and their outstanding advantages.
Make an advertisement:
Message Content Dramatization: Using intriguing and exaggerated stories to
express the key message in a compelling and vivid way - We
may utilize dramatic, engaging tales to exaggerate the benefits
of Biti's Hunter shoes to make creative advertising. This not
only captures the viewer's attention, but it also creates a lasting
impact in their minds.
Draw a conclusion: Draw a conclusion that emphasizes that
Biti's Hunter shoes are not only durable but beautiful, and that
beauty is built on perseverance.
Message Structure Include interesting and curious moments at the beginning of the
ad - As this can keep viewers curious and interested.
Then please put together information about the outstanding
advantages of Biti's Hunter shoes in a funny and lively way.
Production of TVC part 2
Mood & Tone Creative, Fantasy, Modern, Mysterious, Attractive.
Keyword:
− Biti’s Hunter
− Tagline of phase
− Big Idea
Include factor
Image:
− Logo Biti’s Hunter
− Product of Biti’s Hunter
− The scene that main role running

The girl continued to run on that road until she met a thick fog
blocking the way. She stopped and started to get scared and
Story line worried. Then she crouched down on the curb and stared at that
thick fog. Then she looked down at her Biti's Hunter shoes and
fell silent. After a while, someone approached her. She raised
9
 her head to look, and it turned out to be the man who had called
her pretty just now. Suddenly, the man said, "Tính ngồi đây bao
lâu nửa?” Everything around her became silent. In an instant,
she seemed motivated to stand up. She was full of confidence
and ran through the fog.

As she walked through the fog, she saw around her depressed
and scared people dragging each step down the road. She
stopped and snapped her fingers. Magic circles appeared in the
sky, and four different pairs of shoes fell from those circles into
the hands of the depressed people. After receiving the shoes, in
front of the path they were walking on, different doors
appeared. They put on their Biti's Hunter shoes and continued
to run to different doors.
Sender Biti’s Hunter
Main role: Bích Phương
Source
Supporting role: Song Luân, and Another characters.
Receivers All segments in Target market
Likability:
− Bich Phuong has recently received a lot of attention as
a result of her reappearance after a lengthy period of
Attractiveness inactivity.
− "Nha Ba Nu," Song Luan's most recent endeavor,
has gained a lot of attention. Increased his media
popularity.
Perceived control: Bich Phuong and Song Luân doesn't have
Power many negative dramas, which makes her have a positive view
of viewers.
Advertising complaints:
Emotional appeal: Emphasizing the issue that the journey of
finding customers' confidence is always accompanied by Biti's
Hunter with metaphorical images of beauty that comes from
Message Content Biti's Hunter's persistence.
Make an advertisement:
Dramaticization: Build a compelling, sci-fi and metaphorical
story to convey the main message in a more vivid and relatable
way - Curious and pique the viewer's attention.
Draw a conclusion: Draw a conclusion that on the journey of
everyone's confidence hunting there is always the companion
Message Structure of Biti's Hunter.
The first part will bring a mysterious and ghostly atmosphere,
and also science fiction elements.

10
 Then cleverly put together the message that Biti's Hunter wants
to convey.
Production of TVC part 3
Mood & Tone Practicality, Intimacy, Friendly, Creative.
Keyword:
− Biti’s Hunter
Include factor Image:
− Logo Biti’s Hunter
− Interview scene
Summary of the interview moments with young people of Biti's
Hunter on the following questions:
− Are you a self-deprecating person? If so, what makes
you feel self-conscious?
− Is there anything about yourself that makes you
confident?
Story line − Do you often wear Biti's Hunter shoes?
− Which Biti's Hunter shoes/models do you like the most?
− What do you like most about Biti's Hunter shoes?
− What makes you more confident when wearing Biti's
Hunter shoes?
After credit: On your confident hunting journey, there is always
the companion of Biti's Hunter.
Sender Biti’s Hunter
Main role: Interviewees
Source
Supporting role: MC of Biti’s Hunter
Receivers All segments in Target market
Likability:
Attractiveness Interviews with young people in a style that creates intimacy
and realism.
Perceived control: Interviews with young people in the
Power segment of Biti's Hunter create a close and friendly look for
viewers.
Advertising complaints:
Emotional appeal: Responding to emotional needs by making
Message Content a video that combines short interviews with a young audience,
we are able to appeal to the audience's emotional needs, making
the experience more enjoyable. Biti's Hunter shoe experience
becomes closer and more meaningful.
Draw the conclusion: Spread the message that Biti's always
Message Structure
accompanies your daily self-improvement.

11
 This conclusion is made up of short interviews with young
people.

Picture 2. Posters of 3 Phases

5.2. Action Plan

5.2.1. Advertising
Objective: Reached 10,5 million potential customers in the in the first six months of 2024.
(Equivalent to 70% of the target market).
Target Audience: All semnets of Target Market.
Advertising execution techniques:
➢ TVC: Includes 3 TVCs, each phase has 1 TVC.
➢ Billboard:
− Location:
+ On the roads
+ Near universities like Thu Duc University Village
+ Near major stadiums such as Phu Tho Stadium, Military Zone 7 Stadium
− Expected quantity: 8 billboards nationwide
➢ Elevator LCD Frame:
− Location
+ In universities and private highschools.
+ In shopping centers such as Lote Mart, ViVo city, Aeon Mall,etc.
− Expected amount of position: 40 places nationwide.
➢ Digital Poster: Collaboration for broadcasting on treadmill systems in famous gym
chains such as California, Citigym, and The New Gym.
5.2.2. Public Relations
Objective:

12
 − The rate of brand mentions about connectivity and creativity in the fashion press
increased by 30%.
− Increase positive press engagement between brands and users by 40%.
− Increase the Brand Interest metric by 35%.
Target Audience: Segment 1, 2 & 3.
Public Relation execution techniques:
➢ Forum: “Hunt the Confidence”
− Objective:
+ Increase brand awareness by 10%.
+ Reconnect with customers.
+ Boosting store revenue, reaching 20% of sales in 1 month of the program.
− Target Audience: Segment 1 & 2.
− Time: March 14 – April 26.
− Platform: Facebook.
− Activity:
Table 5. Activity of Forum

Round 1
− Program implementation (March 1-13)
− Everyone posted in the first 3 weeks (March 14 - April 4)
− Summary of posts sent to email on April 5-6
Time − Post on Biti's Hunter (Facebook) fanpage to vote (April 7).
− Voting starts (April 7 - 13)
− Summarize the voting results, select 10 people to go to the second
round (April 14)
− Customers share photos of how you shine with Biti's shoes to mail
− Share a picture or video of how you shine and feel confident
Criteria wearing Biti's Hunter on your fanpage with the hashtags
#SănTựTin and #BitisHunter
− Give a reward to the person with the most votes (like = 1đ, tym =
2d, share = 3d)
Round 2 - The guest is Fabo Nguyen as the representative
− 10 of you will be provided with information about 10 different
shoes, your task is to shoot a Daily vlog to convey the message of
those shoes to viewers via Tiktok with the hashtags
Time #HunConfidence and #BitisHunter (April 15 - 4/25)
− Fabo will be the one to choose the clip that meets the program's
criteria the most and award the prize through a livestream on Biti's
Hunter's official tiktok page. (April 26)
− The clip is no more than 90s long, the content is clearly distributed
Criteria and conveys the message well
− Words are not offensive

13
 − The images are related to the content and the topic, meaningful
− Images: clear, rich, showing the subject well
− Sound: lively, suitable for themes and images
− Effects: rich, diverse, attracting viewers
− Creativity: unique ideas, attracting viewers
− Prize:
+ First Prize: 1 Voucher worth 2 million VND from Biti's Hunter (Exchange to
shoes at the store)
+ Second prize: 1 Voucher worth 1 million VND from Biti's Hunter (Exchange to
shoes at the store)
+ Third Prize: 1 Voucher worth VND 800,000 from Biti's Hunter (Exchange for
shoes at the store)
+ 2 Consolation prizes: each prize is given 1 voucher worth 500,000 VND
(Exchange to shoes at the store)
− KPI:
Media 100,000 reaches.
700 engagements.
200 Brand mention.

Response 650 positive sentiments.

3000 users join.
➢ Influencer Marketing:
“Khởi động mùa hè cùng Biti’s Hunter”

14
 Picture 3. Poster of Liveshow Music

− Objective:
+ Convert 20% of participants to know Biti's Hunter.
+ Mini game to convey product information to consumers.
− Target Audience: Segment 1, 2 & 3.
− Time: Hanoi (June 15, 16), Ho Chi Minh City (June 20, 21), Da Nang (June 25, 26).
− Liveshow Music: Takes place in Hanoi, Ho Chi Minh City, Da Nang.
− Locations:
+ Hanoi: Hanoi University Stadium, Km9 Nguyen Trai Street, Van Quan Ward, Ha
Dong District, Hanoi City.
+ Ho Chi Minh City: Nguyen Hue Walking Street.
+ Da Nang: Carnival Street Sun Fest.
− Games at the Event:
+ Team play: create 5 groups of 3 people each, 1 person keeps the Biti's Hunter
shoes and the other 2 keeps the scrambled image. The shoe holder describes to
the other 2 people to choose the matching answer in the shortest time.
+ 5 groups, 5 people each: guest captains each team, each team member in turn
competes with other teams to win points. After 5 rounds, the team with the
highest score wins. players find the answer in the answer box.
+ 5 groups, each group of 5 people: the program gives specific information about
the products, each member divides themselves to study, after 5 minutes of

15
 studying, the MC will ask questions for the groups to win the right to answer.
After 10 questions, the group with the highest score wins.
− Reward:
+ First Prize: Each member gets 1 pair of Biti's Hunter shoes.
+ Second prize: Each member is given a combo bag, shirt, and socks with Biti's
Hunter logo.
− Display: Project TVC part 3 on lead screen.
− Guest:
+ Negav.
+ Le Duong Bao Lam.
+ Isaac.
+ Bich Phuong.
+ Hieu Thu Hai.
+ MC Quang Bao.
− KPI:
Media 300,000 reaches.
5,000 engagements.
2,000 Brand mention.

Response 1,000 positive sentiments.

10,000 users join.
5.2.3. Digital
Objective:
− Reached 15 million potential customers in the first six months of 2024.
− Attracted 6 million engagements in a total 6 months (equivalent to 80% of the target
market).
Target Audience: All segments of Target Market.
Digital execution techniques:
❖ Facebook
− Official Facebook page:
+ Post an advertisement to arrange events.
+ Upload content that supports media programs.
− Community page:
+ Currently Guild of Fools (10K)
+ Fashion addiction - One Outfits Every Day (111K)
+ Nervous Shoes (471K)
− Advertising:
+ The appearance should include a subject line with a maximum of 25 characters
and a link description with a limit of 30 characters.
16
 + Facebook lead ads enable customers to conveniently access your offers directly
within the Facebook app effortlessly obtaining the desired information with just
a few taps all without having to leave the platform.
+ Boosted page posts help businesses extend the reach of their content beyond their
current followers by promoting existing posts to a broader target audience.
+ Videos with special features are prominently showcased at the top of your page
both on the timeline and in the video section.
+ With Event Responses you can easily reach your target audience and drive more
attendees to your event by leveraging the power of your Facebook event page.
− Detail Timeline:
Table 6. Detail Timeline of Facebook

FACEBOOK
Caption:
- There are four forms of media campaign postings:
1. Posting funny trending statuses to remind customers of Biti's.
2. Posting images to promote sales.
3. Posting short clips about programs within 6 months.
4. Posting stories.
a - Official Facebook pages; b - Community pages
TIME WEEK 1 WEEK 2
Post a campaign communication. (a,b) 12
JANUARY Post a campaign communication. (a,b) 124
Publish media content for poster TVC part 1 (a)
Post a campaign communication. (a,b) 24
FEBRUARY Post a campaign communication. (a,b) 124 Post about the launch event of TVC part 1: "Base
durable - Chase beauty" (a).
Post a campaign communication. (a,b) 13
Posting for the event launch: "Săn tự tin" Outfit
Post a campaign communication. (a,b) 13
Photo Contest Poster.
Publish media content for Loyalty program
MARCH Posting for the Coupons program: "Phụ Nữ tỏa sáng,
- Hoạt động tích điểm "Hunter Loyalty
Biti's Hunter offers discounts".
Rewards" (a,b)
Posting for the Premiums program: "Valentine
Trắng Tự Tin - Special Gift from Biti's Hunter". (a)
Post a campaign communication. (a,b)
Post the voting articles of the contestants Post a campaign communication. (a,b)
participating in the outfit photo contest Post announcing the results of Round 1 of the outfit
APRIL
(Round 1). (a) photo contest.
Publish media content for poster TVC part 2 Post for TVC part 2: "Hunt the confidence".
(a)
Post a campaign communication. (a,b)
MAY Post a campaign communication. (a,b)
Publish media content for poster TVC part 3 (a)
Post a campaign communication. (a,b) Post a campaign communication. (a,b)
JUNE Post an announcement about the venue and Post a teaser about the guest singer appearing in the
time of the music concert (a). music concert (a,b).
WEEK 3 WEEK 4
Post a campaign communication. (a,b) 124
JANUARY Post a campaign communication. (a,b) 124
Post about the upcoming launch of TVC part 1. (a)

17
FEBRUARY Post a campaign communication. 124 Post a campaign communication. (a,b) 124
Post a campaign communication. (a,b) 34
Posting announcement for the contest: "Biti's Hunter
Post a campaign communication. (a,b) 14
Confidence Experience", including the rules, time,
Posting announcement for the start of the
and prizes (a,b).
MARCH outfit photo shoot contest, including the
Posting announcement for the start of the program
rules, time,
"Biti's Hunter Confidence Experience" (a,b)
and prizes..(a,b)
Posting for Coupons program "Tự tin chinh phục
đỉnh cao - Ưu đãi giảm giá cùng Biti's Hunter" (a)
Post a campaign communication. (a,b) . 13
Post a campaign communication. (a,b) 23
Post announcing the results of the program: "Biti's
Post voting articles for 50 contestants of the
Hunter Confidience Experience". (a)
program "Biti's Hunter Confidence
Post for Premium Program "Moving Forward" -
APRIL Experience" (a).
Special Offer Southern Liberation Day 30/4 and
Post an announcement to start the timeframe
International Labor Day 1/5 with Biti's Hunter. (a,b)
and rules for Round 2 of the outfit photo
Post announcing the results of the outfit
contest (a).
photography contest "Confidence Hunt"
Post a campaign communication. (a,b) Post a campaign communication. (a,b) 34
MAY Post for TVC part 3: "Confident radiation". Post announcements for upcoming music live shows
(a) on May 6 (a,b)
Post a campaign communication. (a,b) 1234
Livestream Music Liveshow at Ha Noi (a) Post a campaign communication. (a,b) 1234
JUNE
Livestream Music Liveshow at Ho Chi Livestream Music Liveshow at Da Nang (a)
Minh City (a)
− KPI:
+ 10.000.000 reach
+ 2.000.000 engagements
+ 1.500.000 page likes
❖ YouTube
− Activity:
+ Main Platform for TVC.
+ Upload to TVC in 30 seconds or Short in 10 seconds.
+ Post short skippable ads for 30 seconds to 1 minute.
− Detail Timeline:
Table 7. Detail Timeline of YouTube

YOUTUBE
TIME
JANUARY Campaign media advertising
Campaign media advertising
FEBRUARY
Post TVC clip part 1: Base durable - Chase beauty
MARCH Campaign media advertising
Campaign media advertising
APRIL
Post TVC clip part 2: Hunt the confidence

18
 Campaign media advertising
MAY
Post TVC clip part 3: "Confidient radiation"
Campaign media advertising
JUNE
Live Music Live Show
− KPI:
+ 2.000.000 views
+ 1.000.000 engagements
❖ Instagram
Instagram serves as a visual content platform primarily showcasing images and videos.
− Post: Each post comprises two elements: the caption and the accompanying visuals.
+ Caption:The caption limited to 400 words follows a specific structure starting
with the program name engagingly introducing the content providing a link to
Biti's website and incorporating relevant hashtags.
+ To highlight details benefits and merchandise related to each movie image ads
are employed featuring the phrase "learn more" along with a website link to
provide further information within a specified timeframe.
+ The proposed post includes videos ad (proposed post contains video)
− Reels:
+ Includes TVC in terms of mere value, announcing short-term programs to spread.
+ Run as suggestions in Reels section.
− Story:
+ The Reels section to promote short-term programs.
+ Approximately 60 stories will run as Story Ads while the rest will rely on organic
reach depending on the content's attractiveness. The aim is to engage consumers
by reminding them in a close humorous or impactful manner.
− Detail Timeline:
Table 8. Detail Timeline of Instagram

INSTAGRAM
Caption:
- There are four forms of media campaign postings:
1. Posting funny trending statuses to remind customers of Biti's.
2. Posting images to promote sales.
3. Posting short clips about programs within 6 months.
4. Posting stories.
a - Official Instagram pages; b - Community pages
TIME WEEK 1 WEEK 2
Post a campaign communication. (a,b) 12
JANUARY Post a campaign communication. (a,b) 124
Publish media content for poster TVC part 1 (a)
Post a campaign communication. (a,b) 24
FEBRUARY Post a campaign communication. (a,b) 124 Post about the launch event of TVC part 1: "Base
durable - Chase beauty" (a).

19
 Post a campaign communication. (a,b) 13
Posting for the event launch: "Săn tự tin" Outfit
Post a campaign communication. (a,b) 13
Photo Contest Poster.
Publish media content for Loyalty program
MARCH Posting for the Coupons program: "Phụ Nữ tỏa sáng,
- Hoạt động tích điểm "Hunter Loyalty
Biti's Hunter offers discounts".
Rewards" (a,b)
Posting for the Premiums program: "Valentine
Trắng Tự Tin - Special Gift from Biti's Hunter". (a)
Post a campaign communication. (a,b)
Post the voting articles of the contestants Post a campaign communication. (a,b)
participating in the outfit photo contest Post announcing the results of Round 1 of the outfit
APRIL
(Round 1). (a) photo contest.
Publish media content for poster TVC part 2 Post for TVC part 2: "Hunt the confidence".
(a)
Post a campaign communication. (a,b)
MAY Post a campaign communication. (a,b)
Publish media content for poster TVC part 3 (a)
Post a campaign communication. (a,b) Post a campaign communication. (a,b)
JUNE Post an announcement about the venue and Post a teaser about the guest singer appearing in the
time of the music concert (a). music concert (a,b).
WEEK 3 WEEK 4
Post a campaign communication. (a,b) 124
JANUARY Post a campaign communication. (a,b) 124
Post about the upcoming launch of TVC part 1. (a)
FEBRUARY Post a campaign communication. 124 Post a campaign communication. (a,b) 124
Post a campaign communication. (a,b) 34
Posting announcement for the contest: "Biti's Hunter
Post a campaign communication. (a,b) 14
Confidence Experience", including the rules, time,
Posting announcement for the start of the
and prizes (a,b).
MARCH outfit photo shoot contest, including the
Posting announcement for the start of the program
rules, time,
"Biti's Hunter Confidence Experience" (a,b)
and prizes..(a,b)
Posting for Coupons program "Tự tin chinh phục
đỉnh cao - Ưu đãi giảm giá cùng Biti's Hunter" (a)
Post a campaign communication. (a,b) . 13
Post announcing the results of the program: "Biti's
Post a campaign communication. (a,b) 23. Hunter Confidience Experience". (a)
Post an announcement to start the timeframe Post for Premium Program "Moving Forward" -
APRIL
and rules for Round 2 of the outfit photo Special Offer Southern Liberation Day 30/4 and
contest (a). International Labor Day 1/5 with Biti's Hunter. (a,b)
Post announcing the results of the outfit
photography contest "Confidence Hunt"
Post a campaign communication. (a,b) Post a campaign communication. (a,b) 34
MAY Post for TVC part 3: "Confident radiation". Post announcements for upcoming music live shows
(a) on May 6 (a,b)
JUNE Post a campaign communication. (a,b) 1234 Post a campaign communication. (a,b) 1234
− KPI:
+ 1.000.000 engagements
+ 10.000 followers
❖ TikTok

20
Reinforcement advertising: focuses on reaffirming the decisions of current purchasers as
the correct ones.
Engage with Key Opinion Leaders (KOLs) for interactive engagements with the audience.
The primary objective is to stimulate discussions and refresh consumers' memories about
their Biti's Hunter experience.
− Commence video uploads containing promotional codes or significant terms.
− Secure partnerships with KOLs to disseminate emerging trends.
− Roll out gradual deciphering.
− KPI:
+ 2.000.000 likes
+ 50.000 followers
+ 3.000.000 views
+ 1.000.000 engagements
❖ E-commerce Platform
− Approach: The Homepage Display Service is a feature of these E-commerce
platforms that allows businesses to pre-book advertising slots on the shopping
homepage. This helps increase campaign and brand visibility. Costs are based on the
number of impressions (CPM) and can be easily managed. This service attracts
interested buyers and is only available for official accounts.
− Detail Timeline:
Table 9. Detail of E-Commerce Platform

BANNER
6 MONTHS
SHOPEE Run main banner ads 1 million appearances / week
TIKI Run main banner ads 1 million appearances / week
LAZADA Run main banner ads 1 million appearances / week
− KPI: 1.500.000 clicks.
❖ Website
− Approach:
+ Post Biti's promotions and upcoming events.
+ Advertisement for sale of Biti's Hunter line.
− Detail Timeline:
Table 10. Detail Timeline of Website

WEBSITE
TIME
Run Ads for your campaign
JANUARY
Post announcing poster TVC part 1
FEBRUARY Run Ads for your campaign

21
 Run Ads for your campaign
Post an announcement of the Loyalty program - Hoạt động tích điểm
"Hunter Loyalty Rewards"
Post an announcement of the Coupons program "Phụ Nữ tỏa sáng, Biti's
Hunter tặng ưu đãi"
Post an announcement of the Coupons program"Tự tin chinh phục đỉnh
MARCH
cao - Ưu đãi giảm giá cùng Biti's Hunter"
Post an announcement of the Premiums program"Valentine Trắng tự tin -
Món quà đặc biệt từ Biti's Hunter"
Post an announcement of the Contests programt "Biti's Hunter Confidence
Experience"
Post announcing the "Săn Tự Tin" outfit photography contest
Run Ads for your campaign
Post announcing pooster TVC part 2
Post announcing program results "Biti's Hunter Confidence Experience"
APRIL Post announcing the results of the "Săn Tự Tin" outfit photography contest
Post announcing "Tiến về phía trước" Premiums - Special Offer Southern
Liberation Day 30/4 and
International Labor Day 1/5 with Biti's Hunter.
Run Ads for your campaign
MAY Post announcing pooster TVC part 2
Post announcing upcoming music live show on May 6
Run Ads for your campaign
JUNE Post revealing the guest singer of the music live show and the time and
location of the event
− KPI:
+ 1.000.000 clicks
+ 500.000 views
❖ E-News
− Approach:
+ Post PR articles for Biti's as well as Biti's Hunter.
+ Posting Reviews for Biti's live shows.
− Detail Timeline:
Table 11. Detail Timeline of E-News

E-NEWS
ELLE.VN Synthesis and analysis of current fashion 6 posts
"Comprehensive synthesis and analysis of
marketing campaigns, special page
Brandvietnam 3 posts
layouts, many videos and images... Highly
specialized in nature, for research archives"

22
 Introduction, PR of major programs, important
Vnexpress 7 posts
events in 6 months
Introduction, PR of major programs, important
Tuổi trẻ online 7 posts
events in 6 months
Introduction, PR of major programs, important
Kênh 14 7 posts
events in 6 months
Post an analysis of insights in advertising
advertisingvietnam 3 posts
campaigns, with TVC.
− KPI:
+ 1.500.000 clicks
+ 1.000.000 views
5.2.4. Sales promotion
Objective:
− Increasing customer consideration to 30%.
− Increase customer preference to 25% in the Vietnamese market.
− Increase customer awareness of Biti's Hunter brand by 20% and create connection
with customers.
Target Audience: All segments of Target Market.
Time: Hanoi (June 15, 16), Ho Chi Minh City (June 20, 21), Da Nang (June 25, 26).
− 08/03/2024 - Coupons - "Phụ Nữ tỏa sáng, Biti’s Hunter tặng ưu đãi" Program.
− 27/3/2024 - Coupons - "Tự tin chinh phục đỉnh cao - Ưu đãi giảm giá cùng Biti's
Hunter" Program.
− 11/03/2024 - 17/03/2024 - Premiums - "Valentine Trắng Tự Tin - Món Quà Đặc Biệt
Từ Biti’s Hunter" Program.
− 30/04 - 01/05/2024 - Premiums - "Tiến Về Phía Trước" - Special promotion program
for Southern Liberation Day 30/4 and International Labor Day 1/5 with Biti's Hunter.
− 20/03 - 21/04/2024 - Contest - "Biti's Hunter Confidence Experience" Program.
− 01/03 - 15/05/2024 - Loyalty - “Hunter Loyalty Rewards” Loyalty Card Activity.
❖ Coupons:
Table 12. Coupons

“Phụ Nữ tỏa sáng, Biti’s Hunter tặng ưu đãi" Program

Time From 12am to 23.59pm, March 8, 2024.

− Customers who purchase Biti's Hunter products on the official
Activity website or at partner stores during the International Women's Day
(08/03) event for 1,800,000 VND or more will receive a coupon to
use for their next purchase.

23
 − Value: 200,000 VND discount coupon for Biti's Hunter shoes when
purchased during the promotion period.
− Note:
+ The offer is valid only during the promotion period.
+ The number of coupons is limited, and the price is not
exchangeable for cash.
+ Other coupons and offers are not valid in conjunction with
other promotions.
"Tự tin chinh phục đỉnh cao - Ưu đãi giảm giá cùng Biti's Hunter" Program

Time From 12am to 23.59pm, March 27, 2024.

− Customers can purchase any Biti's Hunter sports products on the
official website or at partner stores.
− Instant discount of 150,000 VND for Biti's Hunter sports shoes
when purchased during the program period.
Activity − Note:
+ The coupon can be used for the next purchase with a total value
of 1,000,000 VND or more.
+ The number of coupons is limited, and the price is not
exchangeable for cash and cannot be used in conjunction with
other offers.
❖ Premiums:
Table 13. Premiums

"Valentine Trắng Tự Tin - Món Quà Đặc Biệt Từ Biti’s Hunter"

Program
Time March 12 - March 14, 2024.
− Customers who buy any two pairs of Biti's Hunter shoes
at partner stores during this time will receive an
exclusive Biti's Hunter gift, including two pairs of
sports socks and two tote bags.
− Value: Extra products are worth 160,000 – 360,000
VND.
Activity − Note:
+ The offer is valid only during the promotion period.
+ The number of gifts is limited, and the price is not
exchangeable for cash.
+ Other coupons and offers are not valid in conjunction
with other promotions.
"Tiến Về Phía Trước" Program - Special offer for Southern Liberation
Day (30/04) and International Labor Day (01/05) with Biti's Hunter

Time April 30 - May 1, 2024.

24
 − Customers who purchase products at all Biti's Hunter
stores nationwide and on the official website with a
purchase bill of 1,500,000 VND or more will receive a
gift set of a T-shirt and hat designed exclusively by Biti's
Hunter for the event April 30 and May 1.
− Value: Biti's Hunter T-shirts and Hats are from 180,000
VND to 377,000 VND.
Activity − Note:
+ The promotion is only applicable on the two days of
Southern Liberation Day (30/04) and International
Labor Day (01/05).
+ The number of gifts is limited, and the price is not
exchangeable for cash.
+ Other coupons and offers are not valid in
conjunction with other promotions.
❖ Contest:
Table 14. Contest

"Biti's Hunter Confidence Experience" Program

Time March 20 – April 23, 2024

Platform Facebook
− Step 1: Like and tag three friends in the
announcement post.
− Step 2: Participants share their experiences and
stories of feeling confident when using Biti's Hunter
products on their personal Facebook accounts in
public mode with the hashtags #BitisHunter and
Rules #ConfidenceExperience.
− Step 3: Fill in the information and copy the link to
the account that posted the contest entry into the
form provided by the program organizers.
− Step 4: Invite your friends to vote (react and share)
Activity for your share to receive super attractive and
valuable prizes from the program. For each
reaction, you get 1 point, share 2 points.
− March 2 0– March 26, 2024: Deploy the program
"Experience the belief of Biti's Hunter."
− March 27 – April 9, 2024: Contestants will post
their story content on Facebook.
Timeline − April 10 – April 23, 2024: Check, select, and
announce the results.
− April 10 – April 15, 2024: The organizers will select
the best 50 songs and post them on Biti's Hunter's
Facebook page.

25
 − April 16 – April 20, 2024: Start voting to find the
top 5 best articles.
− April 23, 2024: Announcement of results.
− 1 First Prize:
+ 01 Shopping voucher worth 2,000,000 VND
+ 01 Macbook Air M2 2023, 15-inch, 8GB–512G
− 1 Second Prize:
+ 01 Shopping voucher worth 1,500,000 VND
Reward + 01 AirPods 3 2022
− 3 Third Prizes:
+ 01 Shopping voucher worth 1,000,000 VND
+ 01 Pair of Biti's Hunter shoes
− 45 Consolation prizes: 45 Shoping voucher worth
500,000 VND
❖ Loyalty:
Table 15. Loyalty

“Hunter Loyalty Rewards” Loyalty Card Activity

Time March 1 – May 15, 2024

− Customers participate in the program by
registering an account on the official website or at
the store.
− Shop for Biti's Hunter products on the official
website or at a partner store during the promotion
How to period.
− Every time you buy Biti's Hunter products,
Join
customers will receive bonus points according to
the value of the order.
− For every 1,000,000 VND purchase, you will get 10
points.
− Rewards points can be accumulated and used for
Activity the next purchase.
− Bonus points reaching 50 points: Receive a coupon
worth 500,000 VND for your next purchase.
Promotion − Bonus points for reaching 100 points: Instantly
receive a coupon worth 1,000,000 VND for your
Milestones
next purchase.
− Bonus points reach 150 points: Get a coupon worth
1,500,000 VND for your next purchase.
− Accumulated points are only valid during the
promotion period and are not transferable to
Note others.
− Other coupons and offers are not valid in
conjunction with other promotions
5.3. Timeline and Budget

26
 5.3.1. Timeline:

Picture 4. Timeline of Campaign

5.3.2. Budget:
Table 16. Budget of each Program

ADVERTISING

KPI
Type of ads Budget
Reach Engagement
TVC production 1.200.000.000
GENERAL
Billboard 2.000.000 1.600.000.000
Elevator Adveertising 30.000 1.200.000.000
Digital Poster 40.000 670.000.000
Total 4.670.000.000

PUBLIC RELATIONS

KPI
Type of ads Budget
Reach Engagement
GENERAL
Forum 100.000 5.000 84.800.000
Influencer Marketing 10.000.000 200.000 137.719.000
Total 222.519.000

SALE PROMOTION

27
 KPI/ngày
Type of ads Budget
Reach Engagement
Coupons 2.000.000 15.000 700.000.000
GENERAL
Premiums 1.500.000 10.000 1.077.000.000
Contest 67.895.212
Loyalty 2.750.000.000
Total 1.777.000.000

DIGITAL

KPI/campaign
Type of ads Reach Engagement Budget
Instagram 1.000.000 7.000 engagement 95.850.000
Facebook 550.000 reach 12.000 engagement 952.000.000
GENERAL YouTube 600.000 reach 20.000 195.000.000
Website 75.000.000
E-Commerce Platform 504.000.000
E-News 400.000.000
Tiktok 605.000.000
Total 2.826.850.000

Table 17. Total Budget of Campaign

Tools Budget
Advertising 4.670.000.000
Public Relations 222.519.000
Sale Promotion 4.594.895.212
Digital 2.826.850.000
Grand total 12.314.264.212

5.4. Measurement and Control

5.4.1. Measurement
Table 18. Measurement

Measurement
Set of evaluation criteria Details
Measured by the number of vehicles passing the
Advertising Billboard
billboard as well as the number of pedestrians.
28
 TVC Measured by TVC views and clicks.
Elevator Measured by the number of target customers in the
Advertising advertising area using the elevator.
Measured by the number of target customers use
Digital Poster
Internet.
Measured by the number of participants and their
Forum
Public responses.
Relations Influencer Measured by the number of participants and their
Marketing responses.
Measured by the number of people interacting with
Facebook
posts (Likes, shares, comments, ...)
Measured by the number of people interacting with
Instagram
posts (Likes, shares, comments, ...)
Measured by the number of participants and the number
Tiktok
Digital of interactions for videos.
Youtube Measured by the frequency of TVC broadcasts.
E-Commerce Measured by the number of E-Commerce Platform
Platform users.
E-News Measured by the number of people visiting the E-News.
Website Measured by the number of website visitors.
Loyalty Program Measured by the number of loyal customers.
Measured by the number of customers participating in
Sale Premium
the giveaway.
promotions
Contest Measured by the number of participants.
Coupons Measured by the number of participants.
5.4.2. Control
Table 19. Control

Phase Objects Interval/Time Method

Headlines
Layouts of Focus group with
POSM, Body copy
Before launching 3 Comprehension &
content
Rough days Reaction Tests (for
Pretest posts,
pictures illustration special/key posts). In-
house team (for normal
Storyboard Before finishing 3 posts).
iTVC
Animatics days
Weekly Tracking platforms:
During &
Effectiveness Advertising Every 3 days
Post test Google Analytics.
Weekly

29
 Weekly Facebook Analytics.
After launching Instagram Analytics.
under 3 days
PR YouTube Analytics.
Daily
After launching
under 3 days
Daily with special
posts.
Weekly with
normal posts.
Monthly with all
posts.
Digital Monthly with all
posts.
Daily with special
posts.
Weekly with
normal posts.
Weekly
Weekly
Sale Promotions
Weekly

30
 REFERENCES
[1]https://tuoitre.vn/dan-so-trung-quoc-lan-dau-giam-trong-hon-60-nam-
2023011709480009.htm
[2]https://laodong.vn/the-gioi/bao-dong-ti-le-tu-tu-cua-thanh-thieu-nien-trung-quoc-1214475.ldo
[3]https://www.vietnamplus.vn/trung-quoc-trai-qua-mua-he-va-thu-nong-nhat-trong-hon-60-
nam/840314.vnp#:~:text=Trong%20n%C4%83m%202022%2C%20Trung%20Qu%E1%BB
%91c,nh%E1%BA%A5t%20k%E1%BB%83%20t%E1%BB%AB%20n%C4%83m%201961.
[4]https://dangcongsan.vn/the-gioi/tin-tuc/kinh-te-trung-quoc-tang-truong-vuot-du-bao-
635911.html#:~:text=N%C4%83m%202022%2C%20GDP%20c%E1%BB%A7a%20Trung,t
%C4%83ng%20tr%C6%B0%E1%BB%9Fng%20v%E1%BB%81%20ng%C6%B0%E1%BB
%A1ng%205%25.

[5] https://www.batastyle.com/

[6] https://ir.anta.com/sc/about.php

31
32