report topic advertising campaign for bitis

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FPT UniversityMajor: Digital Art and Design

<b>Topic: Advertising campaign for Biti's</b>

Subject: Communication and advertisingMember:

<b>TABLE OF CONTENTS</b>

<b>1.Group’s Introduction2. Brand’s Situation Analysis</b>

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2.2. Evaluation of current Marketing Communication Activities2.3. Competitor Analysis

<b>3. Marketing Research</b>

3.1 Secondary Research3.2 Primary Research3.3 Key Insights

3.4 Current Issues and Challenges

<b>2. Brand’s Situation Analysis</b>

<b>2.1. Business/ company Context</b>

<b>2.2. Evaluation of current Marketing Communication Activities</b>

According to the provisions of Biti's agency contract, to be able to enjoy incentives, agents must display Biti's products at least 60% of the store area.However, because Biti's dealer network is so

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purchase of products.

- Because they have not really focused on developing in the domestic market but only focused on export goods, the quantity of goods distributed in the country has changed significantly, leading to a change in the quantity as well as the quality of the products. products in direct marketing channels and thousands of other retail distribution establishments across the country. This leads to a shrinking number of stores and agents, while also losing market share in the domestic market.

- Location :

+ Indirect distribution system

+ International market: exporting more than 40 countries around the world

+ In the domestic market: 07 branch centers, 156 marketing stores and more than 1,500 retail distribution intermediaries. Online sales channels such as Lazada, Tiki, Lotte,...

+ Desire: PR post pause, hit patriotism. Next is a series of PR articles directly aimed at the product, published on newspapers that are spreading the beauty trend of typical young people like Channel 14.

Action: promotions associated with the e-commerce site and discount codes within a certain timeframe.

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launch of the Biti's Hunter sub-brand, and also the appearance of some new competitors in the market. requires Biti's Hunter to improve or innovate a completely new product line. The current Bitis Hunter products are designed from the following criteria: Softness, fit, firmness, friction, lightness and aesthetics. Biti's products are mainly designed to be simple, comfortable and functional in any conditions such as sports, school, work as well as going out. Biti's always aims for designs that are close to Vietnamese people.

- Besides, it is a fashionable design with eye-catching colors: blue, pink, black, ... suitable for young people who love dynamic sports style, not only worn to play sports but also can be used assportswear. an everyday fashion accessory. Biti's Hunter also continuously researches, improves and launches new shoe lines such as Hunter Originals, Hunter Liteknit Summer Vibes, Hunter 3, Hunter Feast,...

- In general, the prices of Biti's product lines are suitable for people with average incomes with prices ranging from: VND 450,000 to VND 1,000,000 for a pair. The price of Biti's is generally low compared to some of the major competitors in the current sports shoe market such as Nike, Adidas, etc.

With Biti's Hunter's marketing strategy on the offered price, they build their products to be affordable. The price is less than 1,000,000 VND, so that Biti's products will attract more consumers, especially young people, making it easier for users to access their products.

- Furthermore, the price of Biti's product is based on the cost of production. Therefore, in order to improve product quality but still ensure prices, the company is forced to reduce the cost of importing raw materials from foreign partners by linking with domestic companies for production, reducing costs. input fee. Biti's usually does not have special product lines or limited edition products, so the price is not more than 1 million VND. With such a price, Biti's products are very suitable for the pocket of Vietnamese people. This reflects the essence of the company's

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+ The price calculation and sample code will be a big algorithm for Biti's.

+ Competitor brands have cheap prices, diverse models and are increasingly appreciated.

<b>Opportunity </b>

+ Rapid population growth will expand the market.

+ In the modern new technology era, the young world now quickly approaches and updates new cultural and media trends - creating conditions for Biti's Hunter to easily carry out outreach and advertising campaigns support users.

+ The market is expanding, has a lot of potential and is not constantly expanding and developing.

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● Finland, Spain, Turkey, Sweden, Switzerland,…

● Americas: Brazil, Canada, Chile, Ecuador, USA, Mexico, Panama, Venezuela,…● Australia: New Zealand, Australia .

More specifically, in China, Biti's has set up 04 representative offices with 30 total sales,more than 300 sales points to gradually bring Biti's products to dominate this potential cross-border market. With the potential Cambodian market, Biti's has an official distributor Cambo Trading Company to distribute Biti's products throughout Cambodia. In addition, Biti's is also trusted by international customers with famous brands such as Decathlon, Clarks, Speedo,Skechers, Lotto, etc. to become a processing partner with many large value orders.(information on the company's website) the domestic market: Biti's product distributionsystem stretches from South to North with 07 branch centers, 156 marketing stores andmore than 1,500 retail distribution intermediaries. In addition, Biti's also diversified the formof purchase by combining sales through websites, online sales channels such as Lazada,Tiki, Lotte,…

3.4 Current Issues and Challenges

After a peak in 2019, partly thanks to a successful marketing campaign, in the context of the

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specializing in the production of rubber sandals with only a few dozen workers. Biti's quickly became a well-known name in the late 90s with sandals or sports shoes that were desired by students at that time with the advantage of being durable. Biti's and other domestic brands such as Thuong Dinh, Bita's are the main players with a large market share in the Vietnamese market. In the stage of opening up, Vietnam's economy gradually developed. People's income level has increased, the need for "eating well, wearing durable" has been transformed into "eating well, dressing well". Biti's durable advantage is gradually being ignored. Like other domestic brands, Biti's has difficulty in creating products to suit the needs of customers. The emergence of big brands along with China has made Biti's gradually lose its advantage at home. However, Biti's has found a way back. Biti's has applied focused promotion strategies for Hunter product line to increase sales. But like many other manufacturing businesses, the Covid-19 pandemic has been amajor factor affecting Biti's recent business. They have to apply strict distancing measures duringcomplicated epidemic developments, causing high operating costs. The retail system, which is the main distribution channel of this brand, was interrupted continuously. As a result, the continuous growth chain is interrupted. Biti's revenue

declines gradually in 2020 and 2021.

● <b>Challenge: </b>After the pandemic, Biti's revenue shows signs of decline. The global economic downturn is also one of the reasons why the economy is stagnant. After the success of the #ProundmadeinVietnam campaign, Biti's also had some problems promoting new product lines. Biti's causes loss of points in the eyes of users because of dishonesty in raw materials (specifically, using brocade for products representing Vietnamese culture). In addition, the launch of many product lines makes it difficult for buyers to remember and distinguish. To revive sales, Biti's needed an innovative new campaign. After the pandemic, people's demand forexercise increased, awareness of environmental protection increased, the concept of sustainable fashion gradually became popular, Biti's needed a product that both met the needs of health and fitness. as well as contribute to improving the environment.

<b>4. Campaign Proposal</b>

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viral video form with the MV "Loc drift" by Son Tung MTP and "Go to return" by Soobin Hoang Son. The campaign created a great buzz, attracted hundreds of millions of views and caused a fever in the online community.

4.2 Big IdeaMedia strategy AIDI:

● Awareness: Biti's communication strategy is aimed at promoting and drawingattention to new brands and products. Objective: Family members know and talkabout Biti's Hunter. To accomplish this goal, Biti's has chosen Viral Video, which isthe MV "Lac Troi" by Son Tung MTP and the MV "Go to return" by Soobin Hoang Son.With just one sentence "Son Tung wears antique clothes but wears sneakers" it's notdifficult for everything to go viral, and everyone's family pays attention to Biti's.● Interest (interested in brands and products): Using KOL channels to communicate thenext strategy, stimulating customers' love and affection for the product. With thecharacteristic that the potential customers are young people, through the KOLs arehot stars and idols on the internet, Biti's has created a new trend of wearing shoes.Regarding the brand ambassador for the proposed product group, Biti's continues tochoose Son Tung MTP as the brand ambassador because the male singer's ability toattract young people is great. In addition to previous successful campaigns such as“Going to return” or “Going to come back” in early 2017.

● Desire (stimulating customer demand): Using a series of PR articles for stimulationstrategy customer needs and wants to use the product. The first is the undergroundPR articles, hitting on patriotism: The world's leading footwear exporter, butVietnamese people are wearing less and less Vietnamese shoes. In the near future,

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completely inevitable. Next is a series of direct PR articles aimed directly at theproduct, published on newspaper sites that spread beauty trends of typical youngpeople such as Kênh 14.

● Action (stimulating action): To stimulate action forFor customers who are stillwondering about the decision to buy Biti's Hunter, Biti's has launched specialdiscount programs. This strategy is even more successful when Biti's combines withe-commerce websites with discount codes within a certain time frame. Since 2017,Biti's has steadily created many interesting and smart advertising campaigns withcelebrities, continuously earning high amounts of interaction on social networks aswell as being highly appreciated by marketing experts for their ideas. thought done.The product lines are also constantly renewed, they have collaborated with WaltDisney to create versions of Biti's Hunter x Marvel released on the occasion of thepremiere of "Avengers: Infinity War" (2018), collaborating with Pepsi with Biti's Hunterx Pepsi with 2 versions related to player Lionel Messi and player Xuan Truong, orStreet version with street style combined with artist VietMax…

4.3 Communication Message Strategy

Message: Using Biti's shoes goes hand in hand with environmental protection Spreading awareness about sustainable fashion, encouraging people to use sustainable fashion. Raise environmental awareness through shopping actions.

This is an opportunity for big brands, especially "national" brands like Biti's, to stand up to connect and spread, to not only contribute to environmental protection but also increase intimacywith customers. client. With the goal of sustainable fashion, Biti's wants each product not only through the hands of one person, it can become someone else's product. Thereby increasing the life cycle as well as saving procurement costs. Biti's will also produce shoe accessories such as shoe soles, shoelaces, etc. so that people can replace them. Create “Restore Old, Renew”

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environmental protection fund, from which each individual indirectly contributes to the campaign.To educate people about the harmful effects of sneakers on the environment, it is advisable to create campaigns that provide information to many people. There are many harsh realities in Tansy's book: toxic chemicals are used to dye leather, large-scale animal exploitation,factories have contaminated work environments - reducing the lifespan of animals. Workers are unlikely to reach more than 50. But perhaps the most horrifying truth from Footwork is the size of the industry's footwear production. In 2018 alone, 66.3 million pairs of shoes were produced every day – that's 24.2 billion pairs per year. Despite the fact that sports shoes will inevitably wear out after use, in today's context, sneakers are not merely functional, rather, it is perceived. is a fashion item that enhances social status. New designs are introduced every week, and collaborations between individuals and brands have become a common practice. The sportswear industry has developed a new ecosystem – one that continually stimulates customers to own limited edition shoes as a way of life. Biti's holds a contest for consumers to customize their ownshoes. Create bundles of shoes and brushes that come with them. Reducing the use of ink in the production process, creating a playground for users to unleash their creativity, bring their personal imprint on the shoes they use every day.

4.4 Communication Channel Plan

<b>Media channels</b>

● Social: The brand continuously promotes posts on Biti's Hunter fanpage with imagesof paintings from the community as well as product sets from the response of otherbrands.

● Website: To spread the word, Biti's cooperates with e-commerce site Shopee tolaunch a collection of "Green Paint", including Biti's shoes and accompanying colorbrushes.

● Viral clip: Collaborate with young, famous artists to produce TVC ads for thecampaign to upload to Youtube

● Electronic newspaper: promote communication (PR) on many mainstreamnewspapers to spread campaign information : Newspaper Nguoi Lao Dong, Tuoi Tre,

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● 3 months in the summer, when people have a lot of free time, want to go out andexercise

● Tet holiday, when shopping demand increases

<b>Budgets and Others</b>

● Budget (30% sales): 25 billion VND

● Budget allocation: TVC 60%, Digital 10%, Mobile 5%, Social post 15%, Newspaper10%.

4.5 Budget &amp; Timing

<small>Commercial </small>

<small>VTV315s before the movie showtime.(50.000.000/Month)</small>

<small>AugustSeptember </small>

<small>The first day of the campaign (1/8 .)</small>

<small>CPD Expand Fullsrceen (18.500.000/week)</small>

<small>The first 2weeks of the campaign (1-14/8)</small>

<small>Top Banner (12.000.000/Week)</small>

<small>1st month of the campaign(1-31/8)</small>

<small>3Social mediaFacebook Use the service to promote posts on the page.(12.000.000/month)</small>

<small>Use reel on facebook about mother-oriented video series, using the film's casting </small>

<small>16.000.000</small>

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<small>TikTokBuild a oriented video series, using the film's casting cast.(Use Facebook reel above )</small>

<small>top of search after typing keywords</small>

<small>SEO: 2 monthAugustSeptember</small>

<small>August September</small>

<small>Shopping mall</small>

<small>Vincom Hanoi (16.000.000/Floor 1/Month)</small>

<small>Mega Market(20.000.000/ Lager Banner/Month)</small>

<b>Total cost</b> <small>1.044.500.000</small>

4.6 Evaluation and Monitoring

· Use facebook adds to evaluate the effectiveness of this campaign on this social network· Use surveys and questions related to products and campaigns

<b>toa-sang-9d51a54/ (3.1)</b>

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