marketing strategy for biti’s hunter in vietnam group 5a

THE UNIVERSITY OF FINANCE AND MARKETING
INTERNATIONAL BUSINESS

MARKETING STRATEGY FOR
BITI’S HUNTER IN VIETNAM
GROUP 5

Ho Chi Minh City, 2rd November, 2018
BITI’S Hunter

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DANH SÁCH NHÓM SINH VIÊN THỰC HIỆN

STT

HỌ VÀ TÊN

MSSV

CHỮ KÝ

GHI CHÚ

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BITI’S Hunter

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LAYOUT
I.

INTRODUCTION

AI. SWOT & Macro-environment Analysis:
1. SWOT of the company
2. The Macro environment
2.1 The Demographic Environment
2.2 The Economic Environment
2.3 The Political and Social Environment
3. Competitors
3.1. Direct competitors:
3.2 Indirect competitors:
III.Segmentation and Positioning Strategy

1. Market segmentation
1.1Geographic segmentation Nations: almost in Vietnam Religion: every part of Vietnam
1.2Demographic segmentation
1.3Psychographic Segmentation
1.4. Behavioral segmentation

2. Market targeting
3. Positioning strategy
3.1 Advantages of competitor’s companies:
3.2 Choosing the right Competitive advantages:
3.3 Selecting an Overall Positioning Strategy:
IV. Marketing Mix (4Ps) Strategy

1. 4Ps Analysis:
2. 4Ps Proposal:
2.1. Customer's feedback
2.2 4Ps Proposal:
Print ad
1.Main Purpose
2.Symbols
3.Promotion campaign
a.Objective:
b.Strategy:
c.Timeline:
V. Conclusion:

BITI’S Hunter

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I. INTRODUCTION
- Company: BITI’S one of the biggest Vietnamese domestic brand on footwear.
Established in District 6, Ho Chi Minh City, 1982. BITI’S accounted for 15% of the
domestic footwear market in 2016. BITIS’S products have a renowned reputation
of being extraordinarily long-lasting.
- Business leaders have a great influence on the operation and regulations of the
marketing department must work closely with other functions in the company such as
finance - accounting, materials - production, succession planning, upgrading and
development, design department, human resources department. These units must be
closely coordinated within the Company to accomplish the plan set forth in the Company.

-The company now has relationships with hundreds of companies in the country
and abroad. The company imported raw materials for production of footwear from
Korea, Taiwan and China.
-BITI’S is rated one of the companies with a large distribution network with seven branch
centers, 68 marketing outlets and more than 1,500 retail distribution intermediaries.

- BITI’S Hunter is a new line of products added to the company’s portfolio.
- Since its release in early 2016, it has become the most sought after products of
a wide range of products that the company has to offer and become the
company’s most efficient line of products thus far.
- With a sudden burst popularity of the company after the release of this line of
products, we believe that this particular line has a lot of potential.
- Mission Statement: “Nâng niu bàn chân Việt”. The slogan shows that BITI’S
geared toward not only beauty but also reliability. Slogan also highlights the idea
"Vietnamese use Vietnamese goods".

- Objective:

Increase sales revenue by 10% by the November 2019
Increase market share and customer equity by 2.5% by November 2019

BITI’S Hunter

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II. SWOT & Macro-environment Analysis:
1. SWOT of the company
Strengths:
- The products are high quality and are trusted by the public
- BITI’S has wide distribution system (68 marketing outlets and more than
1,500 retail distribution intermediaries)
- BITI’S is one of the most famous brands in Vietnam and is used trustfully by the public
- BITI’S has a meaningful message that customers easily remember.
- The company has workshops, laborers, modern machinery and
equipment that ensure the quantity.
- BITI’S has highly skilled workers and deep professional knowledge.

Weaknesses:
- Raw materials and auxiliary industries are underdeveloped.
- Sales and customer care are not focused
- Few types, designs are not suitable for the new trend.

Opportunities:

- Customers prefer to Vietnamese goods.
- Success in the initial branding will be a solid foundation for the subsequent business

plan
Threats:
- Economic depression.
- Competing with many good quality and fashionable foreign brands.
- It is easy to lose market share when concentrating too much on exports.
2. The Macro environment

2.1 The Demographic Environment
Here is some information on the Population Demographic of Vietnam
0-14 years: 23.55% (male 11,909,326/ female 10,735,324)
15-24 years: 16.23% (male 8,098,019/ female 7,509,021)
25-54 years: 45.56% (male 22,087,095/ female 21,719,615)
55-64 years: 8.55% (male 3,798,928/ female 4,419,837)
65 years and over: 6.12% (male 2,281,923/ female 3,601,075)
(2017 EST.) As for BITI’S Hunter, we aim to ages from 17 to 25 years old.

BITI’S Hunter

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2.2 The Economic Environment
Vietnam is a densely populated developing country that has been
transitioning from the rigidities of a centrally planned, highly agrarian economy
since 1986 to a more industrial and market based economy, raising incomes

substantially. In 2016 and 2017, Vietnam missed its yearly growth target of 6.7%
due to environmental issues – drought and salinization - impacting the agricultural
sector, and low oil prices affecting the extractive sector. However, annual GDP
growth reached 6.3%, reflecting strengthening domestic demand and strong
manufacturing exports.
With average monthly wages at just over 5,000,000 VND (215 USD), most
Vietnamese would be able to afford BITI’S Hunter if they deem the value worth it.

BITI’S Hunter

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2.3 The Political and Social Environment
BITI’S company always grasp the spirit of doing business in accordance with the
policy of according to the law, the company has paid attention to the lives of laborers
and applied the policy to the laborers right from the first day of the labor law. The
signing of collective bargaining agreement is a concrete demonstration.

One special feature of the Vietnam Market is that Vietnamese can
easily be influenced to be biased toward products and brands with
Vietnamese origin out of patriotism and nationalism. Brands that have
successfully utilized this feature have seen significant success.
3. Competitors
3.1. Direct competitors: Adidas and Nike are direct competitors of BITI’S because of the same
footwear, high fashion and same customer segmentation. For example, BITI’S Hunter and
Adidas Ultra boots are aimed at young people who are dynamic and catch the trend.

3.2 Indirect competitors: Juno, Bershka, Zara are potentially indirect competitors
of BITI’S although these are not only the major brands in the clothing, fashion
handbags but also are investing the production of shoes for young people.
III Segmentation & positioning strategy:
1. Market segmentation
1.1Geographic segmentation
Nations: almost in Vietnam
Religion: every part of Vietnam
1.2Demographic segmentation
- Age: 17-25. Generally, young generation have a tendency for time and want
to assert themselves. They are attracted by the new trend, beautiful design.
- Gender: male and female
- Income: medium income, who are less price sensitive.

1.3Psychographic Segmentation
Social class: middle and upper middle class
Life style: dynamic young people today love exploring, have passion of tourism. They
are looking for a quality sport shoes with fashionable design at reasonable price.

1.4. Behavioral segmentation
- Personal needs: When they buy a product, they often pay much attention to
many styles; colors ... Selecting shoes should suit for personalities and lifestyle.
- Work needs: The product is required to be highly specialized, reliable
and safe for users.
- Communication needs: The product must be polite and formal to the users

BITI’S Hunter

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2. Market targeting
- Today, young consumers wants to express their style and personalities through
the brand they use. And to attract the attention of customers, BITI’S Hunter sports
shoes with optimal features for consumers are born.
- So far, most BITI’S products have been targeting customers in the lower middle
class and working class. With the 500,000- 1,000,000 VND (21.5 USD to 43
USD) range price, BITI’S Hunter is the company’s offer toward the middle and
upper middle class who are less price sensitive.

3. Positioning strategy
3.1 Advantages of competitor’s companies:
* Direct competitors:
ADIDAS:
+ Good durability, sturdy, adaptable in all environmental conditions
+ Easy to clean, good force
+ Trendy, stylish, sporty style, comfortable for the user
+ Adidas has travelled a long way to establish itself as a youthful brand.
+ Celebrity endorsements & sponsoring major sports organizations
+ Adidas has an effective distribution system for their products available through
different channels.

NIKE
+ Durable, lightweight, good quality, high strength
+ Youthful, dynamic, light color
+ Utilize modern tools and rate 1st place of technology
+ Celebrity endorsements & sponsoring major sports organizations
+ Regular promotions are available at the end of the year

* Indirect competitors:

Bershka - Dedicated canvas sneaker: Although it is not one of the famous
names in sports shoes, it has reasonable prices and designs that catch
the trend; Bershka has conquered the hearts of people who love shoes.
Costs only 29.99 Euro (about 710 thousand VND)
BITI’S Hunter

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Zara - Ultra light sneaker: Although not prominent in color, Zara sneakers still have
plus points thanks to its weight. With the base is made from synthetic rubber and
body garments from fabrics waterproof, this shoes not only bring a slight sense but
also comfort the users. Shoes are sold for 29.95 euros (about 710 thousand VND)

3.2 Choosing the right Competitive advantages:
Based on the strengths of two great competitors such as Nike and Adidas, BITI’S
has launched the BITI’S Hunter product with outstanding colors, youthfulness
along with modern designs and Hunter will give you the character the merits of
craftsmanship. Hunter: fast - focused - accurate to be your companion,
conquering the challenges of the future journey.
3.3 Selecting an Overall Positioning Strategy:
Selecting “MORE FOR THE SAME “for positioning strategy:
- BITI’S can attack a competitor’s more-for-more positioning like Nike or Adidas
by introducing a brand offering comparable quality at a lower price.
- The price of 650.000VND for men and 495.000VNĐ for women is considered
attractive compared to the quality and make the difference between Hunter

and sports shoes are available in the market.
- BITI’S has made great use of social networks including Facebook and Instagram. A
good communication strategy with good content, persuasive messages, beautiful images
and highly interactive activities helped BITI’S speak the same voice to young people.
Various online activities such as giveaway, online sales, Uber Move (chance of getting
BITI’S Hunter shoes when traveling by Uber); BITI’S also used Influencer.

3.4 Developing a positioning statement
- So far, most BITI’S products have been targeting customers in the lower middle class
and working class with 500,000- 1,000,000 VND (21.5 USD to 43 USD) range price.
- With the Hunter product, BITI’S are clearly aiming at conquering young customers (17 – 25).
- Experience the feeling of "Light as flying" with Hunter is an activity that is
extremely consistent with the brand "modern - surprises - overcome the
challenge" that BITI’S is looking forward to.

IV. Marketing Mix (4Ps) Strategy
1. 4Ps Analysis:
Price: As stated before pricing of this particular type of products is ranging
from 500,000 to 1,000,000 VND (or about 21.5 to 43 dollars). This price segment
allows the product to be considered by the working class and the middle class
when seeking out for a good price for value while also allow for the product to be
qualified of a small percentage of customers with higher incomes.

BITI’S Hunter

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The price range allow BITI’S to development well-designed, relatively high
quality products that stand up to its promise to “Fostering your feet” and its
former reputation as a brand with reliable and long-lasting products.
Place: BITI’S Hunter, together with most BITI’S products can be found in
regional retailers, shopping malls, and distributers in most part of Vietnam. The
products can also be acquired through online shopping sites such as Tiki and Lazada.

As for now, BITI’S is one of the most accessible footwear brands in
the Vietnamese market. So this is by far not a huge problem.
Product: The BITI’S Hunter has a relatively well developed portfolio with
products such as the Hunter Originals, Hunter Lite-knit Summer Vibes, Hunter 3,
Hunter Feast, etc. These products offer a wide choice in term of fashion and
functionality, together with the durability that BITI’S was once famous for.

BITI’S aim is to promote youthfulness, energy, and experience to the youths
with the Hunter. Backed with such core values, BITI’S is aiming at the
younger market which can potentially be very profitable.
Promotion: The Hunter product line of BITI’S has frequent
promotion marking down the price of products by 10%, 15%, or 20%.
There are also other promotions at different times at the year.
Recent promotion strategies have been quite successful with “Đi để trở
về” Marketing campaign using Key Opinion Leaders (KOL) getting a total
of 1.2 million interactions on social media which can certainly be a very
good indicator that promotion efforts are being effective.

BITI’S Hunter

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The campaign made BITI’S, especially the BITI’S Hunter being one of the
most talked about from mid-December 2017 to mid-January 2018.

The after effect came months later as searches for the BITI’S Hunter surge in
late March, early April 2018.

BITI’S Hunter

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2. 4Ps Proposal:
2.1. Customer's feedback

The feedbacks of customers show the biggest of the Hunter and BITI’S as
a whole is problems during purchases. Of 100 people who were surveyed, up to
21% found issues at purchasing the product, which is a paradox comparing to
the number as well as the variety of sale channels that BITI’S currently have.
From personal experience, we also found that BITI’S is lacking behind in terms of
professionalism and customer service at retailers. The issues that we had personally
faced were that the sellers are neither knowledgeable about the products, enthusiastic,
nor able to make a pleasant first impression toward buyers. There is also a problem with
the Hunter’s stockpile with a lot of models with the suitable sizes sold out.

Promotion can also be improve with more proactive campaigns to
build a strong brand image rather than just focusing on brand awareness which

had been done quite well in recent campaigns. Good relations with the press and
the public should also be emphasized or more capitalized.
2.2 4Ps Proposal:
Price: We find the price range for now is reasonable and no changes should be
made. The mid-tier footwear market, which is the sub-50$ price range doesn’t have
much competition and such fact should be utilized to position this line of product.
Product: Research and development should focus on improving the Air Mesh sole
or the rubber lining to improve the look, feel, and structure of the future models.
Approach focusing on product development, adding a new product the Hunter line

BITI’S Hunter

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over the span of 6-12 months would be necessary for the company to
keep its competitive advantage.
Place: Vietnam Market can still be further penetrated. It is not yet time to join
foreign markets, with a relatively incompetent sale staff and relatively uncompetitive
business practices. Further development in the system is needed.

Promotion: Maintaining the usual, on-and-off price promotions or combo
discounts or price reduction on certain lines of Hunter. Utilizing online
retailing intermediaries such as Lazada, Adayroi, and Tiki to offer short time
promotion and attractive flash sales is also advisable.
Promotion campaign: “BE A REAL HUNTER- HUNT FOR REAL
EXPERIENCE” on big media networks and systems; spreading the slogan
“HERE WE GO.” Use Key Opinion Leaders to spread the message and to

gain exposure. Public arts on the theme with the tagline “be a real hunter”.

BITI’S Hunter

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Print ad
Campaign: “BE A REAL HUNTER- HUNTING FOR REAL EXPERIENCE”
1.Main Purpose
Vietnam is famous for beautiful landscapes and spectacular scenery. Let’s
live fulfill with our youth without wasting a moment and always trying to
find experience as much as possible.
- Encourages the youth hunting the real experience
- Encourages Vietnam Youth naturally share the proud of country; explore
their own real and unique experience.

2.Symbols
- The flash of lightning is the symbol of speed, dynamic and an
obsession for boldness.
- Breaking the stone expresses strength, power, and being firm to face
with all challenges.

3.Promotion campaign
a.Objective:
1. Achieving at least 1.2 million interactions on social media
2. Increase sales by 10% in the next quarter
3. Gaining 5% market share and equity

b.Strategy:
- Gaining tractions through the use of Key Opinion Leaders
-

Running promotions over the span of the campaign on the latest
Hunter product
Online photo contests with prizes on social media

c.Timeline: Summer 2019 (06/2019- 07/2019)
-

From 01/06 to 07/06:
o

Kick starting the promotion program with promotional video, new
product introduction, and price promotion follow shortly after.

Get Key Opinion Leaders (KOLs) involved through
music video, Youtube, and Facebook.
From 08/06 to 22/06:
o

-

o

Introduce the slogan “be a real hunter” with more imagery about
actions and adventures, making BITIS Hunter become not just a
line of footwear but rather a symbol for action, energy, and youth

BITI’S Hunter

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o

KOLs should be shifting from general youth images to less
conventional KOLs who are actually involved with an energetic
lifestyle. This process should be pace out to only about 2-4 KOLs

each week
o

This is also a good time to get online distributors and retailers
involved with special promotion through online orders.

-

From 22/06 to 01/07:
o Send out a closing message implying the image of youths and
boldness that BITIS Hunter want to bring.
o

Conclude the photo competition and declare winners,
interview them if possible.

V. Conclusion:

In conclusion, BITI’S has done an exceptional job getting themselves back
into the market over that last 2 years through the BITI’S Hunter. There are a lot of
things that they have done right such as raising brand awareness or creating
conversations. However, most of the Promotion efforts still revolve around
awareness rather than preference and actual purchase.
The perceived values from BITI’S products remain relatively low with bad retail
services and short warranty time. This can be tweaked, changed, or improved so as to
provide customer more values and build profitable relationships with customers.

BITI’S Hunter

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References:
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%2Finsomarketing.vn%2Fbiti-s-hunter-giai-ma-suc-nong-thuong-hieu-viet-tren-social-mediatt5&psig=AOvVaw1itHpOiIvOaYGAE7sShSax&ust=1540092269461608

/>uact=8&ved=2ahUKEwje2pP2jZTeAhUbdt4KHTkbBksQjRx6BAgBEAU&url=http%3A%
2F%2Fwww.younetmedia.com%2Finsights%2Fbitis-hunter-giai-ma-suc-nong-thuonghieu-viet-tren-socialmedia.html&psig=AOvVaw1itHpOiIvOaYGAE7sShSax&ust=1540092269461608

BITI’S Hunter

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