Untitled MKT304 Group Assignment IMC Plan for Bitis Intergrated Marketing Comunication (MKT304) 3 0 BITIS IMC Program MKT304 Group project Class MKT1601 Group members Đoàn Lê Phương Linh Phan Bằng An[.]
MKT304 - Group Assignment - IMC Plan for Bitis Intergrated Marketing Comunication (MKT304) 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 Introduction 1.1 Company 1.2 Product 1.3 Objectives 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 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 Develop Integrated Marketing Communications Program 4.1 Advertising 4.2 Direct marketing 4.3 Digital/Internet marketing 4.4 Sales promotion 4.5 Public relations/publicity 4.6 Personal selling Budget Determination 5.1 Set tentative marketing communications budget 5.2 Allocate tentative budget Evaluate promotional program results/effectiveness (How/ tools) Conclusion 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: - pair of SHOES – 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 - 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 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 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: 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 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 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 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 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) 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 - - - Desire is the next step (stimulation, wants, and needs of customers) - 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 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 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 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 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 PR activities 3.3 Establish communication goals and objectives Communication goals: ● 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 million interactions on social media ● Increase sales by 15% by the end of summer ● Increase market share by 5% 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 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 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 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: ►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 of voting ▼ Round 3: At around 2, contestants will be chosen to go to round 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 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 Budget Determination Month Advertising Out 100,000, door 000 Outdoor 100,000, 000 Outdoor Budget Perce ntage 100,000, 1,132,500,00 60.84 000 % 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 (UGC) C) 2,000,00 Contest (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 1,861,500,00 100% Total Outdoor advertising : https://ssm.vn/bao-gia-cho-thue-bien-quang-cao-ngoai-troi-sixth-sense-media-7970.ht ml https://quangcaongoaitroi.org/tham-khao-bang-gia-quang-cao-ngoai-troi-3475.html - Billboard: 567tr – tỷ 268/spot/year ( 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 : https://eva.vn/lang-sao/cong-khai-dong-thue-hon-2-ty-thu-nhap-cua-hhen-nie-sau-khithanh-hoa-hau-khung-co-nao-c20a427226.html https://kol.com.vn/blog/bang-gia-kol-viet-nam/ 200tr- 350tr Banner : http://vietwave.vn/article-221/bang-gia-thiet-ke -in-an https://bitis.com.vn/pages/ve-biti-s Design: 500k-1tr Print: 2000 banner ( 07 center, 156 stores 1.500 intermediaries) 100k/ banner - total: 200tr Online articles: https://webmedia.com.vn/quang-cao-online/quang-cao-tren-cac-bao-dien-tu/ https://hapodigital.com/bang-gia-quang-cao-dang-bai-pr-tren-bao-kenh14-vn/ Elle 2tr5 Kênh 14 15tr Vn express 3tr Vtv 12tr Quảng cáo shopee, tiki, https://muatukhoa.shopee.vn/learn/faq/87/134 https://tiki.vn/quang-cao#:~:text=CPC%20 Tiki 3k click ( month: 3tr ) Shopee 1k click (1month: 5tr) Total : 8tr/ month Quảng cáo mxh https://go.iris.marketing/chi-phi-chay-quang-cao-facebook-bao-nhieu-tien/ http://hoangpr.vn/bang-chi-phi-quang-cao-facebook-ads/ Facebook 10tr Instagram 10tr tháng : 20tr Sản xuất video quảng cáo: https://www.brandsvietnam.com/campaign/209-Bitis-Di-de-tro-ve https://quangcaotruyenhinh.com/dich-vu-san-xuat-phim/dich-vu-lam-phim-quang-cao 474,5tr - 4tỷ 436,5 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 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 – page views, peak traffic times, visitor demographics, and more Conclusion 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 References https://corporatefinanceinstitute.com/resources/knowledge/other/hierarchy-of-effects/ chủ, T., học, T and tế, K., 2021 Sơ đồ 3.1: Cơ cấu tổ chức phịng ban cơng ty Biti's - Tài liệu text [online] Toc.123docz.net Available at: [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: [Accessed 30 October 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: [Accessed 30 October 2021] ATP Software 2021 Phân tích chiến lược Marketing đưa Biti's vực dậy thành công vang dội | ATP Software [online] Available at: [Accessed 30 October 2021] ... 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... 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... 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,