Plan for launching biti’s hunter x individual assignment ThachVN SE04094 MKT101 IB1203 final

MARKETING RESEARCH
Plan for launching Biti’s Hunter X

Vũ Ngọc Thạch



REFERENCES
Introduction .......................................................................................................................................... 2
Definitions and Background Information .......................................................................................... 2
BINH TIEN IMEX CORP., PTE., LTD (BITI'S) .......................................................................................... 2
Sơn Tùng M-TP ................................................................................................................................... 2
Key Opinion Leader (KOL) .............................................................................................................. 3
Marketing Strategy 4P ..................................................................................................................... 3
Analysis ................................................................................................................................................. 4
Milestones of Biti’s............................................................................................................................. 4
Situational Analysis ........................................................................................................................... 5
Objectives ......................................................................................................................................... 8
Strategies ........................................................................................................................................... 9
The Impact of KOL on Biti’s Hunter launching plan ................................................................... 10
Conclusion and Suggestion ............................................................................................................. 12
References .......................................................................................................................................... 13

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Introduction
BINH TIEN IMEX CORP., PTE., LTD (Biti's) campaign "Tay Son spirit speed" took place in 2002
has brought back the successful and create a great impression in the mind of customers.
After 15 years, by the country's expanding integration, Biti's is dying day by day in the old
trail, until the launch of Biti's Hunter sports shoes in December 2015. It is a depth investment

in design and competitive pricing, Biti's truly transformed itself and came back strongly.

Definitions and Background Information
BINH TIEN IMEX CORP., PTE., LTD (BITI'S)
Binh Tien Imex Corp., Pte., Ltd, the brand name – Biti’s, were established in Ho Chi Minh City
from 1982; former two production units called Binh Tien and Van Thanh with 20 employees,
and specialized in producing rubber sandals. In 1986, the two units has merged into Binh
Tien Rubber Cooperative which started producing high-quality footwear for the domestic
market and exporting to Eastern and Western Europe. It then changed to BINH TIEN IMEX
CORP., PTE., LTD Company.
At present, Biti’s is the leading footwear manufacturer in Vietnam. With the strong growth,
Biti’s have also penetrated to real estate investment field. They built trade centers and
many apartments in the North, in the Middle and in the South of Vietnam in order to meet
the requirement of Vietnamese people in doing business and requirement of houses to live
in the situation of integrating to the world market.
Biti’s has become a group of 02 companies: Binh Tien Imex Corp., Pte., Ltd (Biti’s) and Binh
Tien Dong Nai Imex Corp., Pte., Ltd (Dona Biti’s)

Sơn Tùng M-TP
Nguyễn Thanh Tùng (born July 5, 1994), known professionally as Sơn Tùng M-TP, is a
Vietnamese singer-songwriter and actor. Most of his songs, such as "Cơn mưa ngang qua",
"Em của ngày hôm qua", "Chắc ai đó sẽ về", "Chúng ta không thuộc về nhau",… became
big hits and earned the top ranking in Vietnamese music charts.
His debut leading role, Đình Phong, in the movie Dandelion won Golden Kite Awards for
Best New Actor and received overwhelming positive feedbacks from the media, movie
reviewers and public audiences. In 2015, he won the MTV EMA Milan 2015 for Best Southeast
Asian Act.
In the early of 2017, Sơn Tùng M-TP became Biti’s Brand Ambassador. His influence, especial
in the young Vietnamese people, has made a big help in Plan for launching Biti’s Hunter X
by wearing a pattern of Hunter Feast on his MV “Lạc trôi”.

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Key Opinion Leader (KOL)
KOL, better known as Key Opinion Leaders, are what consumers are gravitating towards in
hopes to filter the clutter that digital advertising has created. They are seen as having more
importance and relevance than mass media because they are able to connect and relate
to their audience in a way that’s intimate and authentic.
Key Opinion Leaders work double-duty: they not only connect with their audience, but in
most cases, they also have a specific target demographic. This allows brands to effectively
allocate their marketing budget because of the targeted, niche audience the influencer
has access to.
In this research, we will take the point on Sơn Tùng M-TP as a KOL in Biti’s Hunter Launching
plan.

Marketing Strategy 4P
Marketing is simplistically defined as “putting the right product in the right place, at the right
price, at the right time”. Though this sounds like an easy enough proposition, a lot of hard
work and research needs to go into setting this simple definition up. And if even one
element is off the mark, a promising product or service can fail completely and end up
costing the company substantially.
The use of a marketing mix is an excellent way to help ensure that “putting the right product
in the right place, at the right time” will happen. The marketing mix is a crucial tool to help
understand what the product or service can offer and how to plan for a successful product
offering. The marketing mix is most commonly executed through the 4P’s of marketing:
Price, Product, Promotion, and Place.
These have been extensively added to and expanded through additional P’s and even a
4C concept. But the 4Ps serve as a great place to start planning for the product or even to
evaluate an existing product offering.

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Analysis
Milestones of Biti’s

1982
Established

1982
Openness

1990
Renovate Tech

2001
ISO 9001:2000

2016
Leading footwear
company in
Vietnam

The process of formation and development:
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In 1982, Biti’s has established in Ho Chi Minh City, former of two units called Binh Tien
and Van Thanh with 20 employees, focusing on simple sandal production.
In 1986, two units had joined into “Hợp Tác Xã cao su Bình Tiên”, production force to
domestic consumption, and exports to Eastern Europe and Western Europe.
In 1989, “Hợp Tác Xã cao su Bình Tiên” has become the first Vietnam Non-state units
of which has grant the right to imports and export directly.
In 1990, “Hợp Tác Xã cao su Bình Tiên” has renovate production technology (EVA).
In 1991, Sơn Quán joint-venture company has established. This is the first Vietnam’s
joint-venture company between a Vietnamese private sector and a foreign
company (for 18 years).
In 1992, “Hợp Tác Xã cao su Bình Tiên” has transformed into Consumer Goods
Manufacturing Company Bình Tiên (Biti’), producing foam slippers, sandals, shoes…
for consume inside and abroad.
In 1995, Bình Tiên Đồng Nai Co., Ltd (Dona Biti’s) has established.
In 2000, Representative office in Yunnan, China has established.
In 2001, Biti's has been certified ISO 9001: 2000 by BVQI and QUACERT.
In 2002, Biti's Tây Nguyên Trade Center has established.

In 2005, Biti's Northern Trade Center has established.
In 2006, Biti's Lao Cai Trade Center has established.
In 2008, Biti's West Branch has established.
In 2009, Biti's South Branch has established; Launch of Hanoi - Lao Cai - Hanoi Sapaly
railway.
In 2013, Launches the first 4-star hotel in Lao Cai: Sapaly Hotel Lao Cai.

Achievements and Evaluation:
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Top 40 The most valuable corporate brand in Vietnam 2016, 2017.
Become Vietnam National Brand Value twice(2008 and 2010).
Received "Top Brand in Vietnam High Quality Brand" in 2007.

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Won the Top Ten Gold Cup of Vietnamese prestige brand by the Union of Science
and Technology Associations of Vietnam 3 years in a row (2005, 2006 and 2007).

Situational Analysis
The growing of economy standard goes along with higher competencies. In the years of
2000-2014, Vietnam’s Ministry of Industry and Trade has increase in actions of foreign trade.
Which mean, any Domestic Corporation like Biti’s has to face with a problem of to be in
competition with others Foreign Enterprises. As a long-standing Domestic Corporation, Biti’s
has their unique advantages, in specifically is Biti’s Hunter.

Internal Analysis:
Competitive advantages:
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Deep-rooted in Vietnam Market.
Distribution system.
Vietnam high quality goods.
Brand awareness.
Lower cost, to be compared with Nike, Adidas.

Brand equities:
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Leader in the footwear for youth in Vietnam.
Good quality, lower price.
Energetic, Comfortable design.
Gender-specific.
The youth loyal to Hunter.

External Analysis:
Demography:

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Vietnam has more than 90 million people.
About 18% Vietnam population in the age of 16 - 25.
About 33.6% of total population are Urban citizen.

Economy:
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In 2007, Vietnam has joined WTO – more competitive, export-driven industries.
Vietnam was one of 12 nations that concluded the Trans-Pacific Partnership free
trade agreement negotiation in 2015.
During 2015, Vietnam’s managed currency, the dong has depreciated about 5%
GDP growth with the rate of 6.7%.

Footwear Industry:
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Majority of the companies are owned by Vietnam government and private sectors.
119 enterprises (72 private enterprises and 44 FDIs) that produce raw materials and
machinery for the footwear manufacturers.
Total footwear suppliers: 23% are FDIs that share 77% of the country’s total export
sales. Nearly a half of them are from Taiwan and South Korea. Exports of Vietnams’

footwear in 2015 is $12 billion.

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Fashion styles preference (Teenagers):

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Vietnamese teenagers choose fashion styles that are on trend, but they must reveal
theirs characteristic at the same time.
 Want to be different and live true to their personality, while still being acceptable
and trendy.
Fashion styles preference (20-29):

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Although the need to show their personality via fashion is less than the teenagers, the
Vietnamese Young still prefer characterized, but trendy clothing.

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Behavior trends:
• Social media allows people to express themselves.
 Vietnamese youth begin to realize the need to be heard, to stand among the crowd
and to build a favorable personal image among the community.
• Backpacking is popular among young people.
• Vietnamese young people show an interest in daring and adventurous
entertainment activities.

• Quick and easy-going relationship is a norm.
 Vietnamese young people like to take risks in their lifestyle and behavior. They adopt
trends that are daring and adventurous very fast, as long as it is not too dangerous.
Technology:
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Media and Communications: The international communications system and internet
infrastructure are very popular in Vietnam.
About 52% population use Internet in Vietnam.
In 2015, mobile broadband Internet have 36.28 million subscribers, with the rate of
40.1 subscribers per 100 inhabitants.

Ecology:
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Rapid development combined with deforestation, few or nonexistent vehicle
emission standards, polluting gasolines motorbikes, and poor urban planning have
caused poor air quality in major cities.

Competitor Analysis:
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Direct competitors as international sport shoes brands: Nike, Adidas, Reebok, Puma,
Vans…
Other direct competitors: Vina Giày, Hồng Thạnh, Converse…

Positioning map-sport shoes:

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SWOT Analysis:

Objectives
Missions:
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Create the high quality and fine design sport shoes with affordable price especially
for Vietnamese.
About 50% target audience is aware of campaign.
Gain 10% market share in the first year.

Vision:
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Gain 30% market share in 2020.
Become the international brand.
Main gaining sale brand for the company.

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Spread to the Europe and America market.
Become the leader in Vietnam medium segment sport shoes market.

Strategies
Marketing Objectives:
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About 30% target customer is aware of Biti’s Hunter.
About 5% of them buy the product.
15 times engagement on social media, digital platform in the first year.
About 10 million reach, 1 million engagement (like, share, comment) for online
content on fan page.
About 150 articles on online newspapers (80% is earned media).
7 PR Clips appeared on Youtube Trend Dashboards.
Number 1 topic about sport shoes which have most discussion and comment on
social media in Vietnam.|

Financial Objectives:
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500 million lost at most for the first 6 months.
Earn revenue after the first 6 months.
Reach break-even point in 1 year.

Marketing Strategies:
Plan for launching Biti’s Hunter X focus on 3 aspects:
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Price Adjustment.
Product Improvement.
Increasing Promotion.

Price Adjustment:
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Lowering product price with the aim of increasing sales, getting the number of
customers.
After getting a stable number of loyal customers, the price of the product will
increase to gain revenue, improve the product.

Product Improvement:
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Improve quality, develop more designs by recruiting new young design team
Upgrade the product, expand to many product lines, such as sport shoes for
football, basketball…

Increasing Promotion:

• Target customer: Young people who aged from 16 to 25.
• Target cities: 6 big ones (Ho Chi Minh, Ha Noi, Hai Phong, Can Tho, Hue, Da Nang).
 Invest to digital marketing to reach them easier. Digital platforms include social
media, viral clip, online articles, pay per click, mobile engagement.
 Invest to event sponsorship, choose the right KOL (Sơn Tùng M-TP for this case).

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Diversity Activity Plan:
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Uber Move: A co-operate campaign between Biti’s and Uber on 01 Apr 2017, that
every Uber customers on this day has a chance to receive a pair of Biti;s Hunter.
Giveaway: This is an activity on fan page, where follower need to capture their
favorite colors of Biti’s Hunter in a graphic interchange image, like and public share
for the chance win to a pair of Biti;s Hunter.
VR Hunter Experience and University Tour: Experiment activities in commercial center
and university, where participant can join to win a pair of Hunter in black – a limited
version of Biti’s Hunter shoes.
Team Hunter T-shirt Giveaway: Giveaway T-shirt of Biti’s Hunter Team on fanpage.
Hunt Hunter Shoes Online: Giveaway sale off code on popular website like
Dantri.com, Kenh14.vn, Soha.vn …

“Happiness to me is…” Campaign: It’s became a trend during International Day of
Happiness - 20 March 2017, where people share what is the happiness to them.

The Impact of KOL on Biti’s Hunter launching plan
The successful KOL strategy has bring Biti’s a great result for Biti’s Hunter launching plan

In 2017, as the release of Lạc Trôi, Biti’s Hunter became one of top 10 Business Strategy has
mentioned the most on social media in January 2017. The mini games, competition and the
news has updated usually updated on fan page which is influence on Vietnamese youth
community (Kenh14.vn, YAN, Yeah1…) also help brand getting closed to their customers.

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Sơn Tùng M-TP has released a powerful new video for his song: “Lạc Trôi”, he became the
most mentioned singer in social media, he also became the famous who has the most
reach and like from the news, picture and video about this song.

In the first 4 months of 2017, Biti’s had made a good interact on social media (more than
500 discussions). Almost of these come from Facebook because of fan page. It’s not a huge
number of discussion on 4 months, but the effectiveness is need to be count. Nearly 4 million
views, 20.000 comments, 4.5 million likes, 2.000 share are really good number to show the
success on approaching target consumer.

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Biti’s spent 3 billion Vietnam Dong on the launching of Biti’s Hunter to win confide of middle
and low consumer segment. Only one week after the release of MV “Lạc Trôi”, Biti’s Hunter
goes on a fire sale in the whole country; 300% is the number of quantity sales that Biti’s

received, to be compared with quantitative sales target. Even more, Biti’s has the contract
with Walt Disney for Vietnam’s Fairy Tale image on production.

Conclusion and Suggestion
Plan for launching Biti’s Hunter X, to be compared with other brands, this is not a truly a
recognizable campaign. It’s a Vietnamese brand is focused on social media for the first
time and has the right invested in the campaign.
Biti's Hunter has the advantage of price, design and love for domestic brands, but in terms
of emotional benefits - a very important element in the sport production, Biti's has many
disadvantageous compared to competitors. The market of sports shoes in Vietnam with the
fierce competition between the major brands such as Nike, Adidas, Puma... now has the
name Biti's.
However, the question of whether the Vietnamese brand is upstream or not still a big
mystery and needs a lot of time to answer.

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References
1. Biti’s Homepage [online]. Available at: />2. RunRepeat.com ranking of shoes [online]. Available at:
/>3. Social Listening Buzzmetrics. Social media rankings in January 2017 [online]. Available
at: />and Decode Vietnamese brand name on social media [online]. Available at:
/>4. Đứ c Tài, August 2017. Biti’s After “The Jump” Hunter [online]. Available at:
/>5. FTA Research & Consultant. Explore Teenage Behavior and Lifestyle (10-19).
Available at: page 9/40.
and Explore Young People’s Behavior and Lifestyle (20-29). Available at:
page
10/38.

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