MKT304 - Group Assignment - IMC Plan for Bitis
Intergrated Marketing Comunication (MKT304)
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BITIS
IMC Program
MKT304- Group project
Class: MKT1601
Group members:
Đoàn Lê Phương Linh
Phan Bằng An
Lê Tuyết Anh
Nguyễn Trang Nhung
Ngô Mạnh Trường
Table of contents
1. Introduction
1.1. Company
1.2. Product
1.3. Objectives
2. Analysis of Promotional Program Situation
2.1. Internal analysis
2.1.1. Promotional/ Marketing Department organization
2.1.2. Firm’s ability to implement the promotional program
2.1.3. Agency evaluation and selection Review of previous program results
2.2. External analysis
2.2.1. Consumer behavior analysis
2.2.2. Market segmentation and target marketing Market positioning.
3. Analysis of Communication Process
3.1. Analyze receiver’s response processes
3.2. Analyze source, message, channel factors.
3.3. Establish communication goals and objectives
4. Develop Integrated Marketing Communications Program
4.1. Advertising
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4.2. Direct marketing
4.3. Digital/Internet marketing
4.4. Sales promotion
4.5. Public relations/publicity
4.6. Personal selling
5. Budget Determination
5.1. Set tentative marketing communications budget
5.2. Allocate tentative budget
6. Evaluate promotional program results/effectiveness (How/ tools)
7. Conclusion.
1. Introduction
1.1. Company:
- Biti's (full name: Binh Tien Consumer Goods Manufacturing Company) is a
brand specializing in manufacturing shoes and sandals in Vietnam, established
in District 6, Ho Chi Minh City in 1982.
- Slogan: Tender Care of your feet - Nâng niu bàn chân Việt
-
1.2. Product:
That Central - the source of creativity for the most advanced design - Biti's Hunter
Street x VietMax | Bloomin' Central, accompanying artist Viet Max:
- 1 pair of SHOES – 3 VARIABLES (3-in-1). Diverse style variations from Low-Top to
Mid-Top & Mid-Top Reverse.
- FLEXIBLE VERIFYING APPLICATIONS: The exterior is rough but opens with brocade
brocades of various colors - like the soul of the Central people from extreme poverty, still
romantic to sharp, talented, unique, and proud.
- UNIQUE CULTURE INSPIRATION. As the "real" husk, first incorporated into the sole,
rough but elastic, high strength - As human capital is optimistic, constantly rising
- MEDICAL MANUFACTURING, MULTIPLE DETAILS - This is the shoe that invests in
creativity & explores the most diverse materials in every detail, all aimed at portraying the
harsh but quintessential gut. And especially, the brocade woven fabric represents cultural
interference - a combination of the motifs of the Central Highlands ethnic groups & the
patterns of Cham ethnic origin - creating diversity and strong spread of Vietnamese culture.
Culture of the Central region - depicting a person who is sharp, talented, unique, and proud.
1.3. Objectives
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Bitis targets all types of customers from workers with average wages to the
upper class in society, from the elderly to children. Every customer becomes
the target market of the business. The business will meet the needs of all
customers for the types of products they need
2. Analysis of Promotional Program Situation (NHUNG)
2.1. Internal analysis
2.1.1. Promotional/ Marketing Department organization
Biti's organizational structure follows a hierarchical org chart which is the pyramid-shaped
organizational chart. It's the most prevalent organizational structure, with a chain of
command that runs from the top (e.g., President, Vice President) to the bottom (e.g.,
entry-level and low-level employees), with each employee reporting to a supervisor.
Mr. Cuong Nguyen is the head of Biti's marketing department, which employs 80 people,
including managers and staff. In the areas of market research, consumer behavior, product
marketing, and product promotions, the Marketing Department advises the Board of
Directors.
2.1.2. Firm’s ability to implement the promotional program
Biti's, which was founded in 1982, creates designs and manufactures for the domestic and
international mass market. Biti's is Vietnam's No. 1 footwear brand, producing and retailing
shoes and establishing a reputation for high-quality products. Biti's is a 34-year-old footwear
brand that also contributes significantly to Vietnam's economic development.
To assess the ability to apply for the company's promotion program, let's take a look at Biti's
SWOT. A SWOT analysis is a list of your company's strengths, weaknesses, opportunities,
and threats. The fundamental goal of a SWOT analysis is to assist firms in developing a
complete understanding of all the aspects that go into making a business decision.
STRENGTHS
WEAKNESSES
Biti's is a long-lasting brand with a
memorable slogan: "Biti's looks after
Vietnamese feet."
Poor product design combined with a lack
of eye-catching color results in an
unattractive product.
A good reputation in durability.
Manufacturing technologies and a strong
workforce: Skilled and dedicated workers
with Taiwanese technology application.
Inadequate client service: Channels of
consulting that haven't been completed,
websites for online sales that aren't good,
and limited sales channels – no company
with an internet presence.
Having a wide network of retailing and
stores: 7 franchise centers and over 2300
local stores in 40 countries.
Marketing tactics are still being developed:
Inadequate digital marketing and marketing
strategy on target consumers is unclear.
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Lower price than international brands and
suitable for young people.
OPPORTUNITIES
THREATS
"Vietnamese people emphasize using
made-in-Vietnam Goods," according to the
customer's viewpoint.
Low-cost footwear imported from China.
Government advice encouraged people to
buy more domestically produced goods and
Vietnamese consumers' faith in the brand.
International brands like Adidas, Nike, and
Converse.
Domestic labels like Thuong Dinh.
The shift in client preferences.
Market development in the mid-range
market category.
Decreased demand.
Extends to markets: Market-opening
policies as a foundation and government
and other country motivation.
2.1.3. Agency evaluation and selection and Review of previous program results
The previous marketing program of Biti's is the “Biti's HUNTER MARKETING
STRATEGY - VIETNAMESE SPORTS SHOES”
Biti's brand has long been associated with the notion of an established if rather old
Vietnamese brand. The arrival of Biti's Hunter, on the other hand, is like a breath of fresh air
in the Vietnamese sports shoe market, and it is seen as a remarkable rise of the Vietnamese
shoe brand.
Biti's has a fresh look and a new look from Vietnamese customers thanks to fearlessly
choosing a new direction in comparison to the past, as well as employing an effective
marketing plan.
Biti's Hunter is designed for "skillful hunters" and is as light as a feather. Biti's Hunter is one
of the lightest Vietnamese sports shoes available while maintaining a high level of quality and
design. Depending on the design and color, the pricing ranges from 400,000 VND to 650,000
VND. This captures the essence of the company's popular slogan, "Beware of Vietnamese
Feet."
Biti's distribution system in the domestic market includes two branches, two trade centers,
two business centers, 33 marketing stores, and over 2300 agents - stores dispersed across the
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country, making purchases very convenient. This is a system of indirect distribution. Agent
for the manufacturer, and retailer Consumer Wholesaler is also available through online
retailers like Lazada, Tiki, and Lotte. Biti's uses a centralized distribution approach to sell
products throughout the market region, to bring as many things into the market as possible.
Biti's gains market share and revenue as a result of this.
Through this strategy, Biti's can have some advantages: Creating a vast coverage area and
quickly introducing the Biti's Hunter brand image to consumers without Biti's having to
invest a lot of money. On the other hand, for starters, managing such a distribution system
will be challenging. Stores can compete on pricing to sell a large number of items, resulting
in distribution channel conflicts. Biti's stores may be present in the market, thereby allowing
buyers to compare the quality of Biti's Hunter products to that of potentially inferior goods,
thus impacting the Biti's Hunter brand.
2.2. External analysis
2.2.1. Consumer behavior analysis
Buying Behaviour
Currently, the trend of globalization is increasing, and people's living demands are
continually evolving, necessitating individuals to be active, dynamic, and on the go to
harmonize with the rest of the world, to adapt to the present world. Young people like
students. Students, who are healthy young individuals with lots of energy, have a greater need
to be active than the general population. Not only that, but they are also eager to demonstrate
their characteristics through their appearance. In addition to their appearance with trendy
clothes, they need to invest in a fashionable pair of shoes that match their style and
personality, giving them self-confidence as well as comfortability.
The Reason For Buying Shoes
According to research, when it comes to buying shoes, the model is the most important factor
for 66.4 percent of online survey respondents and 56.1 percent of offline survey respondents.
This demonstrates that young people enjoy following fashion trends and pay close attention
to models. The design of the shoes can assist the wearer in expressing their particular style or
revealing a portion of their personality. As a result, design is crucial and has a significant
influence on consumer purchase decisions. When accounting for 37.4 percent in online
surveys and 24.4 percent in offline surveys, the price element is equally relevant.
Brand Awareness
According to the survey, there are 100% "Yes" answers in the offline survey, 88.8% in the
online survey, which shows that the advertising or communication activities of Biti's Hunter
products are quite effective. Moreover, the majority of people who know about Biti's Hunter
products are young people.
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Most people know Biti's Hunter through advertising, with 50% in the offline survey, 44.9% in
the online survey, showing that the advertising campaign of Biti's Hunter products is quite
successful. Thereby showing that advertising campaigns are very important when you want to
bring products closer to customers. Knowing about the product through a celebrity accounted
for 31.8% of the online survey, and 24.4% of the offline survey. This is understandable
because the audience of Biti's Hunter product is young people, so in the PR campaigns and
advertisements of the product, there are singers who are very popular with young people like
Son Tung MTP in the MV. "Lac Troi" brought the product Biti's Hunter or similar to Soobin
Hoang Son in the MV "Di de tro ve". And this campaign is quite effective as shown by the
survey results as well as causing fever among young people in the second half of 2016. In
addition, the survey subjects also learned about Biti's Hunter products through their friends.
2.2.2. Market segmentation, Target market and Market positioning.
Market Segmentation
Demographic
- Gender: male and female
- Age: 17-25
- Income: from middle-class people who aren't as price sensitive.
Psychographic
- Lifestyle: today's vibrant young people enjoy exploring and are enthusiastic about tourism.
They want high-quality sneakers in a trendy design at a reasonable price.
Behavioral
- Personal needs: When purchasing a product, customers frequently consider a variety of
styles, colors, and other factors. Shoes should be chosen following one's personality and way
of living.
- Work needs: The product must be highly specialized, durable, and user-safe.
- Communication needs: The product must be courteous and formal to the users.
Target Market
Most of Biti's products have so far been aimed at people in the lower middle and working
classes. But Biti's Hunter targets young people in the medium and higher middle classes who
are less price-sensitive, with a price range of 500,000 -1,000,000 VND (21.5-43 USD).
Market Positioning
Selecting the Most Effective Competitive Advantages
Biti's has developed the Biti's Hunter product with spectacular colors, youthfulness, and
modern designs, and Hunter will give you the character the merits of craftsmanship.
Choosing an Overall Positioning Strategy: "THE SAME FOR LESS"
By launching a brand that offers equal quality at a lower price, Biti's can challenge a
competitor's more-for-more positioning, such as Nike or Adidas. The price from 400.000
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VND to 650.000 VND is regarded as reasonable when compared to the quality and
distinguishes Hunter from other sports shoes on the market.
Market Positioning through Social Media and Promotion:
Biti's has made extensive use of social media sites such as Facebook and Instagram. Biti was
able to speak with one voice to young people because of a superb communication strategy
that included good content, convincing words, stunning visuals, and highly participatory
activities. Biti's used Influencer as well as various online activities such as giveaways, online
sales, and Uber Move (a chance to obtain Biti's Hunter shoes when traveling by Uber).
3. Analysis of Communication Process
3.1. Analyze receiver’s response processes
- Biti's has used the AIDA communication formula to develop an approach that is both
logical and appealing.
- The first step is Attention.
- Biti's communication strategy aims to reach, promote, and attract people's attention to
new brands and goods to arouse curiosity and interest. Biti's has adopted Viral Video
as a significant approach in its marketing plan to achieve this goal. And the viral
videos here are Son Tung MTP’s "Lac Troi" and Soobin Hoang Son "Di de tro ve,"
which have been causing a fever in the online community for a long time.
- Interest is the second step (Create interest in brands and products)
- Biti's is also highly astute in harnessing the power of the KOL channel to
communicate the next plan, hence increasing consumer love, affection, and faith in
the product. Biti's has "educated" customers and the market by using the KOL channel
to choose potential clients as young people, resulting in the creation of a new shoe
trend. Biti's sneaker, Biti's Hunter, has sparked a lot of media attention (over 21,000
comments) since its release in January 2016, with Facebook serving as the primary
source of discussion due to its active activity. of Biti's on fanpage
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-
-
Desire is the next step (stimulation, wants, and needs of customers)
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This is when Biti's employs a series of public relations pieces as part of its plan to
increase client demand and desire for items.
The final step is Action (Stimulate customers to take action on the product)
Biti's Hunter has developed discount programs to entice clients who are still
undecided about purchasing Biti's Hunter. This strategy is even more effective when
Biti's is combined with e-commerce websites that offer discount codes for a limited
time.
3.2. Analyze source, message, channel factors.
- Source: The first and most important source would be the company, it has been
around for more than 40 years, therefore, they have established a certain amount of
credibility in consumer awareness. They also do charity work to give back to the
community. They make Vietnamese people proud to have their Viet-branded shoes.
Considering it to a source, it could be relatively trustworthy, believable, expertise but
might be biased. Next, we have influencers and endorsers that work to promote Bitis
products such as Son Tung, Soobin Hoang Son, H’Hen nie, and Vietmax. They are
celebrities, which is the highest level of influencers. Therefore, they have an
influential impact on people who follow them on social media, which could be
millions of them. However, since they are being paid to promote their products, it
could be fair to say it is believable and trustworthy but to a certain degree, and still
biased. Lastly, we have micro-influencers and macro-influencers who buy products
from Bitis and review them on their channel. Needless to say, since they are paying
for the products with their own money, their review would be more honest and
unbiased, moreover, some of them could be experts in shoes and technology of shoes
as well.
Analyze message factors:
● Content: Our marketing campaign this time still appeals to the feelings and emotions
of consumers. To be more specific, it aims at Vietnamese patriotism which can attract
and grab the attention of customers as nowadays they are moving towards the trend of
domestic consumption “Vietnamese people use Vietnamese goods”. This also follows
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other previous campaigns named as Hanoi Cultural Patchwork inspired by different
cultures of Hanoi or Vietnam Arising with dragon pictures.
● Design: The message and shoe designs of Bitis always go well together. Looking at
the campaign “Vietnam Arising” as an example. “Vietnam Arising” with an
inspirational message about a Vietnam rising strongly with the aspirations and
potentials of the young Vietnamese generation proud of the country. With the image
of "Flying Dragon", the collection carries a strong, sophisticated, and unique design to
every detail such as leather scales, edging, eyelets, shoelaces. In particular, the
Dragon symbol on the reed is created from the familiar pattern of the Bronze Drum,
representing the parallelism of Vietnamese identity. As our ideas are from fabrics
from traditional craft villages, it has to be light, delicate, and somehow elegant. Thus,
the slogan must be designed based on it too.
Analyze channel factors:
● Personal channels: There are 3 types of personal channel Bitis use:
Face-to-face communication: Salespeople serve as personal channels of
communication when they deliver their sales message to a buyer or potential
customer.
Social channels of communication such as friends, neighbors, associates, co-workers,
or family members, which often represent word-of-mouth communication. Bitis has
taken advantage of this kind of channel to promote marketing campaigns. To
elaborate, taking advantage of Buzz Marketing, Biti's kicks off its
#ProudlyMadeInVietnam marketing campaign, turning #ProudlyMadeInVietnam
shoes into colorful posters, together with the whole country capturing positive love
stories, united to help in our difficult situation. And the campaign quickly gained
popularity from society. Various celebrities such as Huong Giang, Thanh Bui, Dong
Nhi, Ong Cao Thang, a series of leading brands such as Canifa, Boo, Minh Long,
Thien Long, Vin ID… enthusiastically responded, printed impressive designs on their
products, and contributed revenue to the general fund – creating an extremely
synchronized and powerful resonance. Thus, in our marketing campaign, we also aim
at using user-generated content to attract people through patriotism.
● Nonpersonal channels are generally referred to as mass media or mass
communications. Bitis has many kinds of online platforms such as its official
websites, Instagram, Facebook account with thousands of followers. Whenever it has
something new, maybe new campaigns, events or discounts,... Bitis will post the
information on the Internet so that no customers miss them. Our IMC campaign is not
an exception. Furthermore, Bitis has used TVC throughout their campaigns, some can
be named as 3 seasons of “Di de tro ve” or MV Bitis for Women with the appearance
of Model H Hen Nie. To make a successful marketing campaign, the support of the
press is of importance in non-personal channels nowadays. Kenh14 Biti chose Kenh
14, one of the most popular online press to do PR activities.
3.3. Establish communication goals and objectives
Communication goals:
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● Increase awareness of Bitis in general and the special edition for summer in particular
throughout Vietnam.
● Create a positive brand image, which is “Vietnamese people use Vietnamese goods.”
Communication objectives:
● Achieving at least 1 million interactions on social media
● Increase sales by 15% by the end of summer
● Increase market share by 5%
4. Develop Integrated Marketing Communications Program
“HOA TRONG ĐÁ - PHỤC VIỆT”
4.1. Advertising
This promotional tool will be used to increase customer awareness and Bitis' market share.
To begin with, Bitis will promote directly through retail arrangements as well as rent and
build high-altitude outdoor billboards such as Pano, Billboard, and Trivision Billboard.
Regarding KOL advertising, Bitis will invite H'Hen Niê to become the face of the Bitis
Hunter shoe product line with BITI'S HUNTER STREET X VIETMAX shoes | BLOOMIN'
CENTRAL, appearing with the image created by heritage quintessence, combining the motifs
of the Central Highlands ethnic groups & the patterns of Cham ethnic origin - creating
diversity and strongly spreading the culture. Central region culture - showing a person who is
clever, talented, one-of-a-kind, and proud.
The contents of product promotion videos will be separated into three stages:
- Stage 1: Making and sharing short movies on the shoe-making process using
materials from Van Phuc silk village with "Gấm" embroidery and Tay Nguyen
textile factory with "thổ cẩm" embroidery. Create a narrative about the history of
creation and evolution, as well as the significance of the motifs.
- Stage 2: Create and share a one-minute video introducing the sBITI'S HUNTER
STREET X VIETMAX shoes | BLOOMIN' CENTRAL and the significance of the
narrative behind it.
- Stage 3: Create and share a video of H'Hen Niê's representative face utilizing the
product and expressing her opinions on the product and its meaning.
To entice potential clients, the films will be distributed on Facebook, Instagram, and
YouTube, as well as shown on outdoor billboards.
4.2. Direct marketing
Direct sales and advertising at storefronts and pop-up stores around the country, as well as
on Bitis' online platforms.
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Email marketing: Customers will be requested to submit an email address while purchasing
at the store, from which Bitis will send information on discount programs and new items. At
the same time, information regarding promotions and discounts is delivered to clients who
register on the website to get information,...
Customers can personalize their sneakers at the store: Bitis has a program that allows
consumers to personalize their shoes right at the store by changing the color of the shoelaces
and changing the coin form to their taste, embroidered names at the request of the customer
4.3. Digital/Internet marketing
Bitis will develop and publish product posters and photographs on social networking sites
such as Facebook, Instagram, YouTube, and Website. Furthermore, it strengthens
advertising on shopping apps like Shopee and Lazada. Run adverts indefinitely for
trending searches. Besides, promotional articles regarding the campaign are extensively
distributed on Vietnamese online publications such as Kenh14 and Brandsvietnam.
- Organize a shoe design competition (UGC):
Shoe design competition “Hoa trong đá - Phục Việt” –The contest is being held to
stimulate design activities and to promote innovative ideas in the sector of shoe fashion,
which is presently gaining popularity and has the potential to become a trend in the
future. Extremely hot at a period when ingenuity and human taste are constantly required.
Simultaneously, the contest seeks to restore the traditional values of the Vietnamese
people over thousands of years through the use of "Gấm" embroidery and "Thổ cẩm"
embroidery in the ethnic region.
Therefore, “Hoa trong đá- Phục Việt” will be a playground that provides numerous
possibilities to discover, cultivate, and develop creativity while also arousing the Vietnamese
people's patriotic spirit.
Entrants: All legal citizens between the ages of 18 and 30 who live and work in Vietnam
who are passionate about the shoe fashion industry.
All shoe designs must fulfill the following requirements: Fashionability, national cultural
characteristics
Rounds of competition:
▼ Round 1:
How to Participate:
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►Step 1: To participate, go to this link and fill out the registration form.
►Step 2: Send drawings to the following address:
The following are rules are required:
- The drawing is presented on A3 paper
- Display product features from a variety of angles. Particularly the left and right shoe
corners.
- A brief introduction of the drawings.
- Attach the registration form:
- "Shoe design contest submission......" is clearly stated on the cover with the contestant's
name
- The following admissions will be announced by the Organizing Committee
▼ Round 2:
The following 15 contestants have been chosen by the organizers will continue to
participate in round 2 of voting
▼ Round 3:
At around 2, 3 contestants will be chosen to go to round 3
The submissions of the participants will be assessed by 50 percent of the votes cast and
50 percent of the judges' scores in this round of the competition.
The list of winners will be announced by the Organizing Committee after the conclusion of
the second round on (ngày, tháng).
The winning designs will be produced and returned to the competitors.
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The winning designs will also be produced on a limited scale as gifts for influencers.
Some of them will be offered for sale and the profits will be donated to the charity.
4.4. Sales promotion
In terms of the sale promotion, the first 1000 clients who pre-order the product will
receive a pair of shoes with a limited gold coin face and a 10% discount.
Concerning the design contest, ten finalists in the second round will win a purchase
coupon worth 30% off.
4.5. Public relations/publicity
Bitis will continue to deduct 100,000 VND from the proceeds of each product sold and
donate it to the Central talent development funds.
According to the World Health Organization (WHO), around 20,000 Vietnamese people die
each year as a result of illnesses caused by polluted water and a lack of sanitation. There is
frequently no flowing water in some isolated regions, particularly during the dry season.
As a result, Bitis will undertake a campaign to provide clean water to residents in the
Central Highlands through clean waterwork or innovative water purification systems,
resulting in a better living environment and the prevention of illnesses caused by
contaminated water sources. safeguard the cause, as well as aid in creating public
awareness about the need for clean water. Simultaneously, Bitis will use this occasion to
arrange some fun activities and distribute presents to youngsters in the Central Highlands.
4.6. Personal selling
Salespeople and consultants are in charge of counseling consumers, introducing them to
appropriate shoe models, and leading them in the selection of bespoke shoes.
5. Budget Determination
Month
Advertising
1
Out 100,000,
door
000 Outdoor
2
3
100,000,
000 Outdoor
3
0
Budget
Perce
ntage
100,000, 1,132,500,00 60.84
000
0
%
Onli
ne
artic 32,500,0
00
les
KO
L/E
ndor 100,000, KOL/En 100,000, KOL/En 100,000,
000 dorsing
000 dorsing
000
sing
Vid
eo
prod
ucti 500,000,
on
000
Direct
Marketing
In-st
14.77
ore 200,000, E-comm 25,000,0 E-comm 25,000,0
000 erce ads
00 erce ads
00 275,000,000
%
ads
E-c
om
mer
25,000,0
ce
00
ads
Digital
Marketing
Onli
50,000,0 Online
ne
00 ads
ads
50,000,0 Online
00 ads
50,000,0
10.96
00 204,000,000
%
Con
test
(UG 2,000,00 Contest
0 (UGC)
C)
2,000,00 Contest
0 (UGC)
50,000,0
00
Promotion
Vou
cher
Disc 50,000,0 Voucher 50,000,0 Voucher 50,000,0
ount
00 Discount
00 Discount
00 150,000,000
8.06
%
PR
Cha 100,000,
rity
000
5.37
%
Personal
Selling
100,000,000
0
1,861,500,00
0 100%
Total
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Outdoor advertising :
/>ml
/>-
Billboard: 567tr – 2 tỷ 268/spot/year ( 3 tháng : 142tr - 567tr)
Pano: 340tr – 567tr/spot/year
Led screen advertising: 181 tr – 453tr/screen/month (For 30s/spot and 1h/day)
Market spot advertising: 68tr – 340tr /spot/year
KOL :
/> />200tr- 350tr
Banner :
/> />Design: 500k-1tr
Print: 2000 banner ( 07 center, 156 stores và hơn 1.500 intermediaries)
100k/ banner - total: 200tr
Online articles:
/> />Elle 2tr5
Kênh 14 15tr
Vn express 3tr
Vtv 12tr
Quảng cáo trên các shopee, tiki,
/> />
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Tiki 3k 1 click ( 1 month: 3tr )
Shopee 1k 1 click (1month: 5tr)
Total : 8tr/ month
Quảng cáo mxh
keting/chi-phi-chay-quang-cao-facebook-bao-nhieu-tien/
/>Facebook 10tr
Instagram 10tr
1 tháng : 20tr
Sản xuất video quảng cáo:
/> />
474,5tr - 4tỷ 436,5
6. Evaluate promotional program results/effectiveness (How/tools)
Reviewing Sales Numbers
Reading sales numbers can be the fastest and the simplest way to determine whether our
promotional campaign is working or not. The more detailed your sales reports, the more
information you can generate about your marketing efforts. For example, we can compare the
total sales last year with this year, or we can compare with our targeted sales at the beginning
in order to see that our current marketing plan is having some sort of positive effect.
Customer Response and Reactions
Customers' responses in various ways can assist us in determining the kind of reactions our
marketing elicits. Customers' opinions of our marketing effort can be revealed through online
and in-person surveys, general customer service reviews, or even commentary. Simple
questions like "How did you find out about our seasonal sale?" can indicate which initiatives
are reaching the customer and which market segments are making purchases.
To be more specific, we can create a survey asking about customer experiences with new
models like user-generated content and evaluate the number of customers answering satisfied
or dissatisfied to measure the effectiveness of our promotional plan.
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Or we can ask for customers' feedback in person when they enter our stores or through email,
call, etc,... And directly get their feelings from our plan.
Outside Salespeople Feedback
Outside salespeople are one of the good ways the measurement of marketing effectiveness.
We will ask for feedback from outside salespeople in the same field to determine whether the
message we are conveying and the ways we are providing it is effective.
Coupons
Coupons can show how well a marketing campaign is working, but they don't always tell the
entire picture. If a coupon promotion in a certain magazine or newspaper has a positive
reaction, we might assume we made a good media buy.
Website Statistics
The utilization of website traffic data is one of the most recent methods of analyzing
marketing campaigns. Our company's website should contain a traffic data package that
shows us where the traffic came from, which pages had the most views, what keywords
people used to locate the campaign, and how much time they spent on each page over a given
period.
We can calculate the number of people taking part in the customizing shoe campaign, is it a
large or small number? Are their creative products uploaded to waterworks our pages
received much attention or not?
Moreover, we can learn many things about our visitors, such as whether they are male or
female, old or young, one-time visitors or frequent guests. How many orders have we got
since we launched the product? We can also look at where visitors come from to see whether
our banner advertisements are bringing them in or if they are coming from search engines
using certain keywords.
Tools: We can use these digital tools to support our way of evaluating our promotional plan.
The first tool we'll use is Google Trend. Google Trends, which was launched in 2004, is a
global trending search engine. It shows consumers the most popular information, keywords,
and subjects on Google. Based on this, you may quickly grasp new trends and refresh hot
information to launch efficient marketing efforts.
When we enter the Google Trends interface, we will notice the real-time option, which allows
us to observe which subjects are being searched the most.
Google Analytics is the second tool we may employ. Google Analytics is a free website
analytics tool supplied by Google that assists webmasters in gaining insight into the operation
of their websites through the statistical services it offers.
In addition, a tool on the most popular social platform today is Facebook Analytics. It
measures lots of the same fun data that other analytics platforms do – page views, peak traffic
times, visitor demographics, and more.
7. Conclusion
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Bitis handled the media crisis so that netizens turned the car from throwing stones to praise
and support. After the question of using taobao brocade through products honoring the spirit
of Vietnam, bitis recently quickly gave feedback to consumers, in a post bitis frankly
admitted the error and offered extremely changing solutions. Reasonable, adjust 24-hour
media images, update new textures on shoes, support customers to refund if the product is not
suitable for customers' preferences and commit to inject 100 thousand VND to contribute for
the talent development fund of the central region, especially the Cham people. Public opinion
immediately turned 180 degrees from stoning bitis to support. Many people also affirm that
they will support bitis to wear shoes because the level of crisis handling is too high and it is
the first time made in Vietnam shoes dare to stand up and apologize.
8. References
/>chủ, T., học, T. and tế, K., 2021. Sơ đồ 3.1: Cơ cấu tổ chức các phịng ban cơng ty Biti's - Tài
liệu text. [online] Toc.123docz.net. Available at:
< />-biti-s.htm> [Accessed 30 October 2021].
Vietcetera. 2021. Biti's Hunter: How A Small Budget Campaign Rebirthed A Brand. [online]
Available at:
< />[Accessed 30 October 2021].
Businessnewsdaily.com. 2021. [online] Available at:
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2021].
khotrithucso.com, K., 2021. Phân tích mơ hình SWOT doanh nghiệp BITIS. [online]
Khotrithucso.com. Available at:
< />[Accessed 30 October 2021].
Hbr.edu.vn. 2021. CHIẾN LƯỢC MARKETING CỦA Biti's HUNTER - BIỂU TƯỢNG GIÀY
THỂ THAO VIỆT. [online] Available at:
< />g-giay-the-thao-viet.html> [Accessed 30 October 2021].
ATP Software. 2021. Phân tích chiến lược Marketing đưa Biti's vực dậy và thành công vang
dội | ATP Software. [online] Available at:
< />g-doi.html> [Accessed 30 October 2021].
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