Phân tích marketing tại Bitis hunter

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Principles of Marketing- Biti's Hunter
Principle of Marketing (Vietnam National University Hanoi)

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TABLE OF CONTENTS 
 
LIST OF ABBREVIATIONS

 

ABSTRACT

 

CHAPTER 1 INTRODUCTION

 

1.1.

Background of the paper

 

1.2

Significance of the paper

 

1.3

Research objectives

 

1.4

Scope and limitation

 

(Methodology, literature review_ t​ hầy kêu thêm thì thêm) 
CHAPTER 3 DISCUSSION AND ANALYSIS 
2​.1

Executive summary​ k
​ aiPhan 
-

2​.2

Providing  complete  converge  of  each  section  of  your  plan.  The  reader should be 
able  to  have  a  basic  understanding  of  all  aspects  of  your  plan.  The  summary 

assists the reader in understanding your plan. 
Current market situation 

 

2​.2.1 Market analysis  
2.2.2 Company’s profile  
2​.2.3 Product review 
2​.2.4 Competitor analysis  
2​.2.5 ​Channels and logistics review  
2.3 

SWOT analysis  

2.4 

Marketing objectives  
Examples of marketing objectives include: 

2.5

Sales Revenues 
Market Share 
Profits 
Return on Investment 
Customer Satisfaction 
Customer Repeat Purchases 
Advertising Day After Recall 
Salesperson Quotas 
Growth in Distribution Outlets 

Sales by Specific Distribution Outlet. 
Marketing strategy 
2.5.1 Segmentation   

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2.5.2 Targeting 
2.5.3 Differentiating 
2.5.4 Positioning 
2.6

Marketing mix​ (tên gọi khác là Action plan)  
2.6.1 Product  
2.6.2 Price 
2.6.3 Place​ (distribution channels) 
2.6.4 Promotion  
2.6.5 Marketing research 

2.7

Contingency  plan  (​ giống  issues  trong  mục  4  cuối  sách)  ​thầy  yêu  cầu thì thêm 
sau 
-

2.8

Đặt  câu  hỏi  “What  if?”  để  đáp  ứng  kịp  thời  các  tình  huống  có  thể  xảy  ra  khi  sản 
phẩm tung ra thị trường,, và bao gồm hành động xử lí. 
Budget t​ hầy yêu cầu thì thêm sau 

CHAPTER4 :CONCLUSION and RECOMMENDATION  
Thầy kêu thì thêm 
 
REFERENCES

 

 
 
 
 
 
 
 
 
 
 
 
Abstract 
 

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Biti’s,  which  is  known  as  Binh  Tien  rubber  cooperative  in  Vietnam,  is  the  pride of 
Vietnamese  brand  in  footwear  industry.  Once  Biti’s  was  standing  at  the  top  of  this 
industry  in  Vietnam,  Biti’s  had  owned  its  prestige  through  high  durability  sandals.  Until 
the  development  of  the  Internet  during  2010,  Biti’s  sales  experienced  a  significant drop 
in  comparison  with  Nike,  Adidas,  and  other  foreign  brands  started  to  enter  Vietnam 
market  around  this  time.  In  2016,  Biti’s  has  made  a  turning  point  for  Vietnamese 
footwear  market  by  launching  a  completely  new  product,  Biti’s  Hunter  after  a  period  of 
absence  in  the  market.  It  can  be  considered  as  a  good  signal  for  overall  Vietnamese 
economy  at  the  time  Vietnamese  tend  to  use  more  imported  goods  rather  than 
domestic  ones.  To  answer  the  question  of  what  helped  Biti’s  pioneer  Biti’s  Hunter,  the 
report  will  introduce  the  general  information  about  Biti’s  and  its  competitors  in  the 
footwear  industry  in  3.2. The remain parts is to research and analyze steps in marketing 
plan,  including  SWOT  analysis,  marketing  strategy,  4Ps  that  Biti’s  applied  to 
successfully  produce  a  new  type  of  sport  shoes,  Biti’s  Hunter.  Secondary  data  is  opted 
as  a  main  and  useful  source  to  complete  this  Biti’s  marketing  plan.  In  addition,  the 
report  uses  quanlitative/quantitative  method  to  interpret  data  for  the  provision  of 
essential information related to Biti’s and Biti’s Hunter. 
 
 
 
 
 
 
 
 
 
 
 
 

 
 
 
 
 
 
 

 
 
 
Chap 1 Introduction 
 

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1.1 Background of the paper  
In  recent  years,  together  with  the  economic  development  in  Vietnam,  people 
desire  a  higher  standard  of  living.  Not only in daily activities, also in dressing, they often 
ask  for  high  quality  and  fashionable  products  but  suitable  price.  Since  domestic 
products  cannot  meet their demands and accidentally take away their trust, Vietnamese 
citizens  tend  to  choose  foreign  products  in  preference  to  those  made  in home country. 
Hence,  back  to  Vietnamese  brands,  what  Biti’s  reminds  of  anything  and  why  it  fell 
behind other foreign brands in the same industry? 
Biti’s  is  one  of  leading  footwear enterprises in Vietnam, which was found in 1982 
with  only  20  employees  and  specialized in making rubber sandals. Since establishment, 
Biti’s  quickly  became  a  No.1  choice  via  its  durable  and  high  quality  products  as  every 

children and even adults owned at least one pair of Biti’s sandals during that time. There 
was  the  period  that  Vietnamese  economy  was  not  as  developed  as  present,  Biti’s  was 
the  first  choice  in  8x,  9x  generation  (people  who  were  born between 1980s  and 1990s) 
in  which  they  usually  chatted  to  each  other:  “Wearing  shoes  of Biti’s only when the sole 
is  one  centimeter  worn  out  then  it  will  be  replaced;  there  is  no  problem  else.”  Together 
with  its  slogan  “Biti’s  takes  care  of  Vietnamese  feet”,  Biti’s  kept  serving  a  significant 
number  of  consumers.  But  why  Biti’s  had  to  share  its  market  during  the  first  period  of 
Internet  development?  At  the  beginning  of  2010,  this  long-standing  brand,  Biti’s,  was 
gradually  faded  out  in  the  eyes  of  Vietnamese  consumers  as  too  many  foreign  brands 
jumped  into  this  market.  Biti’s  then  faced  severe  competition  with  Nike,  Adidas, 
Converse,  …  whose  quality,  style  are  recognized  over  the  world  and  Vietnamese 
consumers  tended to buy more overseas products. Not until 2016 after a particular time 
doing  the  market  research  did  Biti’s  made  an  impressive  change  when  introducing  a 
new  type  of sneakers called Biti’s Hunter. In addition to good quality and durability, Biti’s 
Hunter  has  fulfilled  all  the  requirements:  high  quality,  eye-catching  appearance  and 
affordable  price  for  Vietnamese.  Moreover,  just  after  Biti’s  concentrated  much  on 
marketing  strategy  such  as  KOLs  (abbreviated  for  Key  Opinion  Leaders),  which  hired 
MTP  Son  Tung  and  Soobin  Hoang  Son,  famous  singers  at  that  time,  to  advertise  Biti’s 
Hunter,  Biti’s  quickly  caught  community  attention,  especially  young  generation  at  the 
end of 2016. 
/>36.html 
 

1.2 The significance of paper (why people have to read this?) 

Trong  thời  đại  ngày  nay,  cụm  từ  “Người  Việt  dùng  hàng  Việt”  không  quá  xa  lạ  khi  hàng 
ngày  được  nói  rộng  rãi  trên  các  báo  đài  và  truyền  thông.​(mai  kiếm  sau,  mới  search  ra 
Đảng  cmg  đấy,  chết  tao  okiee)  Mặc  dù  việc  sản  xuất  trong nước vẫn cịn gặp nhiều khó 
khăn  về  việc  đảm  bảo  chất  lượng  đi  đôi  với  giả  cả,  vẫn  câu  slogan  “Nâng  niu  bàn  chân 
Việt”,  Biti’s  mong  muốn  lấy  lại  market  share  cho  thị  trường  giày  dép  ở  Việt  Nam.  Tuy 

nhiên,  song  song  với  việc  đảm  bảo  đó,  chuyện  vực  dậy  tên  tuổi  trong  thời  đại  tồn  cầu 
hóa  với  quá  nhiều  cái  tên  sản  phẩm  ngoại  quốc,  là  điều  q  khó  cho  các  cơng  ty  kinh 
doanh,  khơng  chỉ  riêng  Biti’s.  Nhưng  chỉ  sau  2  ngày  ra mắt sản phẩm Biti’s Hunter, theo 

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tờ  báo  brandsvietnam.com,  tần  suất  được  giới  trẻ  nhắc  tới  của  Biti’s  trên  các  mạng  xã 
hội thậm chí cịn hơn 10 năm qua cộng lại. Vậy điều gì đã làm nên sự thay đổi này?  
 

1.3 Research objectives 

a) Giới thiệu sơ về Biti’s và các đối thủ gián tiếp, trực tiếp trong ngành giày dép. 
b)  Tìm hiểu marketing plan của Biti’s thơng qua phân tích SWOT, marketing strategy, 
4P. 

 
1.4 Scope and limitation  
-

-

 
 
  

Scope:  This  report  aims  to  demonstrate  a  marketing  plan  of  Biti’s,  especially 

Biti’s  Hunter  product  only  in  Ho  Chi  Minh  city,  which  is  known  as  the  largest  city 
and  one  of  the  most  important  economic,  political,  cultural  and  traffic  centre  in 
Viet Nam. 
Limitation:  First  of  all,  it  is  said  that secondary data is a good source of available 
information  which  can  be  opted for this research paper. However, some previous 
data  is  not  clear  and  specific  enough  to  have  a  more  in  -  depth  analyst.  In 
addition,  because  Biti’s  is  a  Vietnamese  brand  name  and  its  Biti’s  Hunter  has 
been  on  the  market  for  3  years,  it  is  hard  to  explore  useful,  reliable  information 
written  in  English.  Most  of  data  given  in  this  report  are  from reliable and famous 
Vietnamese  website.  Moreover,  this  is  the  first  time  our  team  conduct  such kind 
of  research,  we  may  lack  of  experiences  and  deep  knowledge,  academic 
vocabulary  related  to  marketing  field  for  data  collection  and  analyst.  As  a result, 
we  truly  apologize  for  these  mistakes  which  we  may  not  be  able  to  produce  a 
persuasive and knowledgeable marketing plan, but we ensure to try our best. 

 
 
 
 
 
 
 
 
 
 
 
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Chap 2 Methodology 
  
  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 

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Chap 3 Discussion and analysis 

 
3.1 Executive summary​ k​ aiPhan 
 

3.2 Current market situation 
3.2.1 Market analysis  
According to Ministry of Foreign Affair, Vietnam consumes the amount of 130-140 million
pairs of footwear every year, with the value at over $1.5 billion dollars, and occupying for
about 30% of the industry's export turnover. Realistically, the market is currently dominating
by foreign goods. ​As a result, the demand for shoes is rapidly increasing in both domestic
and foreign market. There is a diversity of shoes including dockside, loafer, slip-on,
sneakers, ​wedge boot, flip flop and so on.
Some customers purchase a product based on the fame of the brand such as Gucci and the

luxury design making them look more formal and elegant. Others prefer the reasonable price
and the good quality of a product than the lavishment. The most important thing is that
people consume different types of shoes because of the nature of the event (tính chất của
sự việc). For example, women wears high heels in wedding event or leather shoes are often
chosen by men in working environment. This is why the shoes market can bring profitable
returns and promising prospects in the future. On the other hand, although Vietnamese
shoes brands have a variety of choices in the size, the form and the price, the domestic
brand rarely meet the expectation of buyers. In term of Biti’s, sport shoes are targeted.
Simultaneously, they aim to young generation which we can clearly see in the ​targeting
figure bao nhiêu.
/>33/​ (nhu cầu giày dép tăng)

 
3.2.2 Company’s profile 

The tireless steps…
From a small manufacturing base started in 1982 with only 20 workers but with a
high determination, ambition and humility to reform forward, Biti's has experienced a
period of Subsidy Period with many difficulties to assert their position.

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More than a third of a century has passed, as a "tireless step", Biti's has
continuously improved and innovated, gradually building up a brand of footwear with
diversified designs and models. With that, the strategy of production and import-export
has echoed the spirit of modern era, the physical - financial resources, dynamic and
enthusiastic people, enough to compete with major brands in the world.

One of Biti's factories in Bien Hoa City.

Biti's is one of the first shoes company in Vietnam which remains and develops until now. In
1982, Biti’s, known as Vạn Thành cooperation, was launched by Mr. and Mrs. Lưu Khải
Thành. The first purpose was to exchange goods with Eastern European countries and the
Soviet Union. The acquisition of Bình Tiên cooperation and Vạn Thành cooperation,
happened after 4 years, mainly focused on the high quality of shoes and export which named
Bình Tiên cooperatives. In order to increase customer's satisfaction, Taiwan was selected for
studying the newest technology and transporting such machine and therefore ​manufacturing
new footwear - EVA foam slippers. As a consequence, these products were the best quality
at that time. From 1992 till now, Biti's (Bình Tiên manufacturing goods company) was
renamed by the director. Mr. Vưu Khải Thành stated a vision that: ”Becoming a strongest
consumer goods manufacturing company in Asia region”. According to Mrs. Lai Khiêm, the
mission of the company is that: “Innovating and improving the quality of providing products
with Biti's brand identity-Prestige and Quality”.

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Figure ?: ​Biti's logo and slogan
Becoming a large scale of company makes everybody jealous. Thanks to wise strategies,
Biti's plays a vital role in Vietnamese footwear market. This means that there is around 25
million footwears produced per year. This company also offers 8500 working opportunities for
people who are on the verge of unemployment by training them to become high-skilled
labour. In domestic market, 1500 retail distribution intermediaries are allocated around
Vietnam especially mountainous areas. There are 7 branch centers and over 150 marketing
stores within Vietnam. In China, Biti's has set up 4 representative offices. With a potential

Cambodian market, Biti's has an official distributor of Cambo Trading Company to distribute
Biti's products throughout the territory of Cambodia. Biti's has exported to 40 countries
around the world such as Italy, France, England, USA, Russia, Japan, South America,
Mexico, Cambodia and so on.
/>Biti's has received various awards from 1997 till now. In 1997, the brand is granted by local
and international people as the 22nd International Award (Leader's Club from Spain). It was voted as
a prestigious and quality brand and consumers have voted this brand to become one of the most
quality products in Vietnam's market. Biti's has been granted ISO 9001: 2000 by BVQI & QUACERT
in the year of 2001. The brand was recognized by the party and the state and it was awarded the
third-class labor medal after 23 years. It has contributed to the development of many businesses in
particular and the country of Vietnam in general. In 2005, Biti's was awarded a medal by the
Vietnamese Chamber of Commerce because its thriving. In 2006,the brand received the most
famous award in fashion industry in 2006. It was one of 45 enterprises receiving the Golden Globe
Award by the Vietnam Union of Science and Technology in collaborate with the Vietnam Chamber of
Commerce and Industry. It was one of seven enterprises receiving the super cup of "prestigious and
quality products" organized by the Vietnam Intellectual Property Association, Vietnam Business
Association and Central Emulation and Reward Magazine. In the next year, the company was one of
48 enterprises receiving the Vietnam best Brand Award 2017. It has been one of 11 enterprises
receiving the corporate social responsibility award - the footwear and textile industries in Vietnam.
The brand won the gold cup in the top 10 prestigious Vietnamese brands organized by the Vietnam
Union of Science and Technology. In terms of education, Biti's has contributed 1 billion VND to gifted
students in Can Tho, Da Nang, Ho Chi Minh City, and Hanoi for the study encouragement
movement organized by the Vietnam Study Encouragement Association in 2006. In the year of
2008, 2010, 2012 and 2014 Vietnam Trade Promotion Agency - Vietnam Ministry of Industry and
Trade voted this brand as a national brand. In two consecutive years-2016, 2017, It became one of

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Top 40 most valuable enterprise brands in Vietnam. According to Forbes Vietnam, Biti's is one of the
fifty leading brands in the year of 2019. More importantly, Vietnamese people are proud to know that
Biti'’s is the only Vietnamese brand with the project Con Rong Con Tien and #theREDsnow to be
honored in the final nomination list at PR AWARDS ASIA 2018-designed to honor successful
campaigns, companies and individuals in the Asia-Pacific media. As a result, the Biti's - Con Rong
Con Tien Project won 4 nominations in the categories:The best brand development campaign
(product) in Asia, Media campaign with positive values ​for the community, The best video campaign
in Asia, The best media campaign in Southeast Asia. As for Biti's Hunter campaign - #theREDsnow
received 1 nomination in the Best Brand Development (Product) Campaign category in Asia.

/> />3.2.3 Product reviewđang dịch  
Until 2016, with a new mission statement that Biti's will maintain its old quality,
but brings new breeze to modern design and colourful look, things are starting to
change. The brand new series named HUNTER was officially launched – essential
sports shoes of high quality with revolutionary design and style that fit many Vietnamese
consumers. After that, the company spent $5million re-creating the technology system
and marketing the new product. This set a new milestone in the overall Biti's history
when switching from traditional methods to digital marketing.
 

 

A typical product from Biti's Hunter series that attracts Vietnamese youth. 

Biti's  released  new  line  of  sport  shoes  -  Biti's  hunter,  which  has  outstanding 
features: 

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-

-

-

-

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Chất  liệu hồn tồn được làm từ cơng nghệ knit. Sự êm ái và đàn hồi sẽ co 
giãn  theo  từng  chuyển  động  của  bàn  chân,  giúp  tối  ưu  sự  linh  hoạt  và 
thoáng mát khi vận động. 
Để  giúp  người  mang  giày  khơng  cảm  thấy  nóng  bức,  tạo  sự  thơng  thống 
và ngăn tình trạng ẩm ướt, thân giày được phối với lớp lưới Air Mesh. 
Phiên  bản  Biti’s  Hunter  X:  Khung  nhựa  TPU  đặc  biệt  ở  giữa  thân  giày  và 
phần  gót,  là  cấu  trúc  quen  thuộc  đã  thấy  trên  các  phiên  bản  giày hiện đại, 
giúp ôm chân hơn, tăng khả năng hỗ trợ cho người mang.  
Phiên  bản  Biti’s  Hunter  Feast:  giữa  thân  giày  là  một  đường  ‘xương  sống’ 
lõm  vào  trong,  kéo  dài  từ  giữa  thân  đến  tận  gót,  chi  tiết  này  chưa  hề  có 
trên  các  phiên  bản  trước  đây.  ‘Khung  xương’  này  giúp  phân  tán  lực  ra  hai 
bên  mỗi  khi  gót  giày  chạm  đất  và  giảm  đi  lực tác động lại lên gót chân, từ 
đó mà bàn chân trở nên thoải mái hơn. 
Đế  Phylon  nhẹ  êm  vốn  nổi  tiếng  trên  các dòng sản phẩm Biti’s Hunter tiếp 
tục  được  cải  tiến  với  chức  năng  giảm  sốc  tại  gót  chân,  đem  đến  trải 
nghiệm mang “nhẹ như bay”. Thiết kế rãnh cao su chống trượt ở đế giày có 
dạng  hình  chữ  nhật  nhỏ,  tạo  độ  bám  phù  hợp  với  bề  mặt  đất  và tạo sự an 

toàn  cho  người  sử  dụng.  ​Biti’s  đã  sử  dụng  những  đường  cắt  để  nâng  cao 
khả  năng  uốn  cong  và  biến  dạng  của  đế,  điều  này  đồng  nghĩa  với việc đơi 
giày có thừa độ linh hoạt ngay cả khi bạn dùng chúng để chạy bộ liên tục 
Đa dạng màu sắc và size (24 - 45) cho cả nam và nữ 

 
son/

/> /> />
 
3.2.4 Competitor analysis đ
​ ang dịch  
 
​Vietnam mở cửa cho nhiều nước xuất khẩu hàng hố -> người dân có thể dễ dàng 
mua  1  sản phẩm ngoại quốc chỉ ngay tại một cửa hàng bất kì tại Việt Nam. Bởi vì sự linh 
hoạt  trong  việc  chọn  lựa  sản  phẩm,  việc  1  doanh  nghiệp  Việt  Nam  đứng  vững  trong thi 
trường  hiện  nay  là  việc  khơng  hề  dễ dàng. Để có được vị thế đáng tự hào như ngày hơm 
nay,  Biti's  phải  đối  mặt  với  rất  nhiều  đối  thủ trong nước và ngồi nước trong những năm 
qua  vì  cùng  mục  đích  target  vào  người  trẻ.  Các  hãng  trong  nước  tuy  còn  khá  mới  mẻ, 
nhưng  có  thể  nói rằng, họ đều có những thiết kế sáng tạo, độc đáo, hợp thời trang để trở 
thành  một  đối  thủ  đáng  gờm  với  công  ty  lâu  đời  như  Biti’s.  Về  mặt  đối  thủ  ngồi  nước, 
khơng  thể  khơng  kể  đến  các  brand  lớn  như  Nike,  Adidas  -  những  thương  hiệu  nổi  tiếng 
của thế hệ trẻ cho giày running, sport, hay Vans đánh mạnh vào kiểu dáng streetstyle với 
nhiều mẫu mã đa dạng và phân phối rộng khắp thế giới. Dưới đây là một vài chi tiết phân 
tích về các đối thủ của Biti’s trong những năm gần đây. 
a) Domestic competitors (direct competitors)

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Vietnamese shoes branches

General information

Một- Neat, simple, and
durable. ​MỘT was born in
2018 in Ho Chi Minh city by
co-founder H
​ uỳnh Quang Ngọc
Hân.

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Ananas-​Affordable prices,
dynamic design, youthfulness
and solid quality. Ananas was
born in 2012.

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RieNevan-Vietnamese shoes
branch inspired by Vietnamese
culture.Released the first 100
pair of shoes in June of 2016.
RieNevan is a dedicated
company founded by Nguyen
Ngoc Tien in 2012 in Da Nang
City.

 

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Illustration

Một's shoes feature a
smooth, simple hug,
highly experimental
memories and packed
with unique messages.
Một's shoes feature a
slippery, sleek shape.
A pair of shoes target
the youth for daily uses
who have a simple
lifestyle and favour in
subtlety.
The price is ranging

from 700.000 VND to
1.400.000 VND
($30.14 - $60.29).
Each design carries 1
color and has white
soles.
Ananas’s shoes has
fancy color schemes,
fabric and suede styles
from classic to modern.
Ananas designs are
mainly made up of
low-slip slip-on shoes
that hold and respect
the foot, firm seams,
soft soles that create a
sense of smoothness
and comfort in moving.
Ananas has also
produces T-shirt, caps
and socks.
The price is ranging
from 400.000 VND to
700.000 VND ($17.23 $30.14)
T​he shoe is useful for
young people who are
passionate about
skateboarding, or
simply want a personal
highlight when they go

to school or play every
day.
In order to mark and
spread the Vietnamese

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cultural heritage, the
RieNevan team has
researched and put
Vietnamese typical
symbols into the
design, such as Lac
birds, or common
patterns. on the Dong
Son drum.​.
The price is ranging
from 650.000 VND to
1.250.000 VND
($27.99 - $53.83).
Ananas has a diverse
collection in T-shirt,
caps and socks.

/>c-te/
/> /> />b) Foreign competitors (indirect competitors)
Foreign shoes branches

General information

Nike- Just do it. The branch is
known as the most famous
sport shoes in the world.. The
mission statement is that to
bring inspiration and innovation
to every athletes in the world.

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Illustration

The design is durable
with light colors which
is suited for all
characteristics.
The price is quite
expensive comparing
to low middle income in
Vietnam. However, it is
worth for the foreign
quality.

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Adidas stated that: “We believe
that through sports we have
the power to change lives”.
Adidas has an effective
distribution system for their
products available through
different channels.

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Vans- “Off the wall" 66’. One of
the most common shoes
branch for Vietnamese
students.

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The first good point is
that the shoes are
durable in long-term

uses.
Adidas produces shoes
which are easy to
clean, good force.
Liked Nike, the price
Adidas offered is also
high.

The design is simple
which specialize for
skateboard users but
also suit for students to
go to school and hang
out.
It is a famous branch
which the price is
cheaper than Nike and
Adidas because Vans
target students.

/> /> />Although  Biti's  has  a  variety  of  competitors,  Biti's always improve the quality and 
learn  from  competitors.  In  addition,  the  branch  recognises the importance of marketing 
to  promote  a  new  product.  Therefore,  Biti’s  hunter  can  catch  the  eyes  of  customers. 
More and more factors contribute to the success of Biti’s hunter up to 3 years now. 

3.2.5 Channels and logistics analysis ​còn loại hình nào nữa hơng 

Bitis  hunter  products  is  purchased through online and offline channels which can afford 
domestic and foreign customers: 
.Biti's  official  webpage-​ This  webpage  is  accessed  in 

Vietnam, allowed to online purchasing. 
.  Distribute  to  chain-store:  Consumers  can  find  the  produce  in  their  hometown 
and purchase it. 
. 

3.3 SWOT analysis 
 
3.4 Marketing objectives 
 
3.5 Marketing strategy 
 

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3.6 Marketing mix  
3.6.1 Product  
To come out the best product, Biti's produces shoes in many stages. In the first stage, it is mainly
in Dona Biti's Product Research & Development Department. Design is considered a stage
that accounts for 50% of the product's success. According to Mr. To Ngoc Khanh - hunter
design department says that to have quality products, the team must learn about market
trends and fashion trends. Based on various researches, the whole team decided to choose
fresh colors, prevailing materials to produce. Over the years, bitis has been greatly improved
to use materials that are smooth, comfortable and bouncing. Moreover, the rubber has a better
grip for greater elasticity. All relevant parameters are brought to Asian standards. Moving
forward to next step, after the design, we will test the materials. Through the traction machine,
testing the elasticity of rubber, leather used to design shoes is easier. Testing machine for
durability of each material. The last and important step is sewing shoes. Neck straps were

sewn with specific woven fabric. After the first few stitches, the shoes will go through the
steaming stage-help the straps soft and relax. There are prosthetic legs for each size, which
are transferred to the stage of hip lifting so that the height of the shoe body is in accordance
with the set parameters. Then through the vacuum-let the surface of the material breathe,
hugging the fake leg to create a better shoe shape.

In term of the variety of Biti’s hunter, there are a diverse in design and colors. 
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Bitis hunter feast: a small, compact, foot-bound form. The shoes just have a single color
mixed and white sole which are simple and sophisticated design. This is a remarkable pair of
sports. The price offered for male is VND650000 and female is VND495000.
Bitis hunter originals: Appeared quite early in late April 2016. Biti's Hunter Originals shoes
have a traditional design but the creation of two sides of the shoe has a dark, light design
that makes the shoes more fashionable. This version is bigger and more solid design than
hunter feast. The price offered for male is VND650000 and female is VND495000. The price
should be higher if you choose the special colors.
Bitis hunter Liteknit III: An improved version of the Biti’s Hunter Liteknit 1 and 2, released
around November 2017. The Liteknit shoe series has been very focused on the looks of
Biti’s. The price offered for male is VND899000 and female is VND829000 which is more
expensive than the old VND200.000 and VND300.000 respectively.
Bitis hunter X: Launched with liteknit 3. This new version has Phylon cast base and special
design which make it is light and good leg lifting when moving fast. Through five upgraded,
hunter x versions with a more sophisticated design and eye-catching color scheme. The
male version costs VND 900,000, while the male version costs VND 800.000.

3.6.2 Price 
Biti’s  target  students  and  people  who  are  middle  income,  thus  their  products 
provide  reasonable  price  with  the  high quality. Specifically, the price of products is 
ranging  from  500.000  VND  to  1.200.000  VND  (from  $21.53  to $51.68). To provide 
more  options for customers, biti's allow buyers exchange the size of shoes already 
purchased in any stores in Vietnam​.  
3.6.3 Place  
For  online  shopping,  Biti's  official  webpage-​ is  available.  It 
takes  from  one  to  six  days  to  deliver  the  chosen  products  to  customers  and  the  fee  is 
optional  based  on  location.  Biti's  also  have  accounts  in  Lazada,  Tiki,  Shopee.  It is more 
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easy  for  buyers  to  choose  the  variety  of  goods.  Avoiding  the  products  which  are  out of 
stock  is  helpful.  Buyer  can  save  their  time  and  buy  by  a  click.  In  terms  of  offline 
shopping,  distributing  to  chain-store  is  the  traditional  way  to  sell  products,  therefore 
consumers  can  find  the  produce  in  their  hometown  and  purchase  it.  With  the 
widespread of Biti’s, there is no crucial problem to expose to Biti's products. 
 
3.6.4 Promotion  
Ø​ ​Advertising 
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​The most important advertising strategy is advertised through KOLs (key opinion leaders). The
story is all about a shift. Shifting is the way of exploration the world of youth generation, thus Go
far to come back is coming through this idea.A report shown that in 2016 there is 87.000 talks
about why don't we come home in Tet holidays. Simultaneously, music is chosen as a tool to
send messages which avoids specification and easy to take hearts of listeners. To catch more

attention, Biti's cooperates with Sơn Tùng MTP and Soobin Hoàng Sơn who are famous at that
time and have a huge impact on the youth. Specifically, Lạc trôi music video of Sơn Tùng MTP,
the highest viewers- 7.000.000 views in Youtube within first 48 hours. In this music video, Biti's
hunter is outstanding in costume drama.Moreover, the other music video named Go far to come
back with Soobin Hoàng Sơn create the same effects. ​Even the title of the song becomes the
mouth of many young people, the song that people hum and share a lot on social networks.

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​ ber Move is a combination of Biti’s and Uber campaign, in which customers using Uber service
U
on the first of April will have a chance to receive Biti’s Hunter shoes. Unluckily, Uber was out in
Vietnamese market recent years.

- Hunter & University virtual tour experience: The virtual reality experience program is held at
commercial centers and universities with the gift of a pair of Biti's Hunter in black limited edition
black attracts many Attention from young people. Visits to universities receive a lot of positive
feedback because many young people say they want an event to be held at their school or share
information with their classmates and call for participation.
Ø Discounts:
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Discounts is offered through various special occasions, especially Tet holiday. There are two
discount programs in Biti's official page for online shopping currently. Biti's has discount 30% for
Back to school event. Moreover, 30% off is for Gosto products-line of goods made from leather,
including sandals, high-heels, sport shoes and purse.
Ø Sales promotion

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​Giveaway: Instagram is gradually becoming an important channel for many brands and Biti’s
although only focused on social media in recent years, but quickly expanded its communication
channel to Instagram. Giveaway has a fairly interesting combination of screenshots (capturing
double color, favorite Biti’s Hunter) that attracts the participation of many young people.

- Public relation: The KOLs participating in the discussion about Biti’s Hunter: Influencer marketing is
no stranger to social media marketing campaigns. With a target group of young customers, a

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series of Biti's Hunter posts created by KOLs with a large fan base like Diem My, Duy Khanh,
Huu Vi, Nguyen Ngoc Thach, ... received a lot of positive feedback from young people.

 
3.6.5 Marketing research 
To  meet  the  expectation  of  targeting  customer,  Biti's  must  remain  researches  about  the  quality, experiences 
of  existing  products.  As  far  as  company  concerned,  study  about  the  trend  is  not  limited.  It is essential to 
ask  about  the  attitude  of  staffs  and  store.  The  research  is  not  only  beneficial  for  now  but  also  useful for 
future product development.  

3.7 Contingency plan 
 
3.8 Budget 
 

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