Digital marketing strategy for bitis collection bitis hunter x spiky collar

HO CHI MINH NATIONAL UNIVERSITY UNIVERSITY OF INFORMATION TECHNOLOGY FACULTY OF INFORMATION SYSTEM FINAL PROJECT DIGITAL MARKETING STRATEGY FOR BITIS COLLECTION "Bitis Hunter X spiky collar" Subject: Digital Marketing Lecture: MSc VĂN ĐỨC SƠN HÀ Group member: PHẠM TIẾN ĐẠT 20521176 VŨ MINH HOÀNG 21520244 NGUYỄN ĐẶNG HOÀNG HÀ 21520801 MAN NGÔ THỦY TIÊN 21521526 NGUYỄN THỊ THÙY TRANG 21521557 Ho Chi Minh City, June 2023 ACKNOWLEDGEMENT First of all, we would like to express our sincere gratitude to the esteemed professors at the University of Information Technology, Ho Chi Minh City National University, and the faculty of Information Systems for providing us with the fundamental knowledge that serves as the foundation for our project In particular, we would like to extend our deepest thanks and appreciation to Dr Tran Van Hai Trieu, who taught the Online Marketing (theory) course, and Mr Van Duc Son Ha, who taught the Online Marketing (practical) course We are grateful for their dedicated teaching and guidance, which have been invaluable in helping our team complete our course report During the project implementation, we applied the accumulated foundational knowledge, combined with learning and researching from our professors, and classmates, as well as various reference materials From these sources, we maximized the information we collected to deliver the best possible project report However, due to our limited specialized knowledge and lack of practical experience, the content of the report may still have some shortcomings We sincerely hope to receive your feedback and additional guidance to further enhance our knowledge, enabling us to utilize it for future projects as well as in our future studies and work Once again, we would like to express our sincere and heartfelt gratitude to our professors and friends! Ho Chi Minh City, June 15, 2023 Student group LECTURE’S FEEDBACK ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… TABLE OF FIGURE Figure 1.1 Biti's Logo Figure 1.2 Biti's Hunter Logo Figure 2.1 The global footwear market share from 2011 to 2018 Figure 2.2 The trend of searches related to the keyword “sports shoes” in 2021 bases on Google Trends data Figure 2.3 The export value of Vietnam’s footwear industry from 2010 to 2022 10 Figure 2.4 Product image 13 Figure 2.5 Product image 13 Figure 2.6 Campaigns run by Bitis Hunter 17 Figure 2.7 Footwear Market by Geography, Global 2021 18 Figure 2.8 Products of Adidas Source: adidas.com.vn 22 Figure 2.9 Products of Nike Source: vuahanghieu.com 23 Figure 2.10 Jazico shoe product from Ananas, a competitor 24 Figure 2.11 Product of the Sneaker CLASS in SH line by Shondo 25 Figure 2.12 Vans Authentic Classic Black/White Shoe 26 Figure 2.13 Converse Run Star Hike 27 Figure 2.14 Bitis Hunter X 29 Figure 2.15 Bitis Hunter Street combine with VietMax 29 Figure 2.16 Vietnam Arising Bitis Hunter Street x VietMax Collection 29 Figure 2.17 Distribution channel diagram of Bitis Hunter 31 Figure 4.1 Statistics on customer discussions about Biti's Hunter shoes on 43 Figure 4.2 Chart illustrating the average price range customers are willing to spend to own a pair of shoes 47 Figure 4.3 Chart illustrating the factors influencing purchasing decisions 47 Figure 4.4 Statistics on customer desires/wishes/preferences 48 Figure 6.1 Budget for Phase 59 Figure 6.2 Budget for Phase 59 Figure 6.3 Budget for Phase 60 Figure 6.4 Budget for Phase 60 Figure 6.5 Budget for Physical 61 Figure 6.6 KPI & Budget for Project 61 AGENDA CHAPTER 1: INTRODUCTION TO THE TOPIC 1.1 The Reason for choosing the product: 1.2 General Introduction to Biti's Company 1.3 Formation and Development Journey 1.4 Scale 1.5 Historical Development 1.6 Mission and Vision: 1.6.1 Mission: 1.6.2 Vision: 1.7 Meaning of the name "Biti's Hunter": CHAPTER 2: SITUATION 2.1 Market Segments: 2.2 The Potential of the Online Sports Footwear Market 2.3 P.E.S.T.L.E: 2.3.1 Political 2.3.2 Economic 2.3.3 Social 10 2.3.4 Technological 11 2.3.5 Legal 14 2.3.6 Environment 15 2.4 Market Trend 17 2.5 S.W.O.T 18 2.6 The current marketing performance 19 2.7 Customer Insight: 20 2.8 Competitors: 20 2.8.1 Direct competitors 20 2.8.2 Potential competitor 23 2.9 Digital resources 27 2.10 Business evaluation 28 2.11 Supplier 29 2.12 Distribution strategy 30 2.12.1 Types of distribution channels 31 2.12.2 Members in the distribution channel 33 CHAPTER 3: OBJECTIVE 35 3.1 Business objectives: 35 3.2 Marketing objectives: 36 3.3 Marketing communication objectives: 37 CHAPTER 4: STRATEGY 37 4.1 STP Model 37 4.1.1 Segmentation: 38 4.1.2 Targeting 39 4.1.3 Positioning: 40 4.2 Describe Target Audience 41 4.3 Competitive advantages 42 4.3.1 Customers circle - What is the customer looking for? 42 4.3.2 Company circle - What customers think about Bitis Hunter? 42 4.3.3 Competitor circle - What customers think about our competitors? 43 4.4 Insight & big idea 46 4.4.1 Our customer demand (survey data): 47 4.4.2 Our product role: 48 4.4.3 Conclusion 48 CHAPTER 5: TACTICS 49 5.1 Marketing Mix 4Ps 49 5.1.1 Product 49 5.1.2 Price 50 5.1.3 Place 51 5.1.4 Promotion: 52 5.2 Channel/ social media 53 CHAPTER 6: ACTION 54 6.1 IMC Plan 54 6.2 KPI & Budget 59 CHAPTER 7: CONTROL 62 7.1 Measurement metrics 62 7.2 Analyze the risks: 62 7.2.1 Changing Consumer Trends 63 7.2.2 Marketing and Promotion Effectiveness 63 7.2.3 Quality and Durability Concerns 63 7.2.4 Pricing and Affordability 63 7.3 Solution 63 7.3.1 Product problem 63 7.3.2 Consumer trends 64 7.3.3 Marketing Strategy 64 CHAPTER 8: REFERENCES 65 CHAPTER 1: INTRODUCTION TO THE TOPIC 1.1 The Reason for choosing the product: The product of sports shoes is increasingly favored and popular among young people However, Biti's is becoming outdated in the eyes of consumers Understanding this, Biti's has undergone a remarkable transformation and introduced Biti's Hunter - Light as a feather, a premium Vietnamese sports shoe line with great potential for development 1.2 General Introduction to Biti's Company Figure 1.1 Biti's Logo Biti's is a household consumer goods manufacturing company, officially known as Biti's Joint Stock Company, specializing in footwear production in Vietnam Founded in 1982, the company is renowned for its slogan "Nâng niu bàn chân Việt" (Caring for Vietnamese Feet) It is a trusted and familiar brand among consumers and a source of pride for the Vietnamese people as a national brand The company consists of two member units: Biti's Joint Stock Company and Biti's Dong Nai Joint Stock Company (DONA Biti's) The company's website can be found at https://www.bitis.com.vn/ In addition, the company has achieved several notable accomplishments, including being awarded the Vietnam Value National Brand twice (in 2008 and 2010) and receiving the "HighQuality Vietnamese Goods Leading Brand" award It has also been recognized as a Top Ten Trusted and Quality Vietnamese Brand, receiving the Gold Cup for three consecutive years (2005-2007), awarded by the Vietnam Union of Science and Technology Associations Odd pricing is a well-known pricing strategy used by many brands worldwide Although the difference between the original price and the market price is a very small value, it gives consumers a sense of gaining a benefit Example: 639,990 VND Discount and Subsidy Pricing: Bitis Hunter offers discounts with the requirement of "if you buy a pair of Bitis Hunter shoes, you will receive a membership card for a 20% discount on subsequent Bitis Hunter products." This encourages consumers to buy more Overall, Bitis Hunter's pricing strategy aims to provide a competitive advantage by offering attractive prices that cater to the target market segment and provide value for customers Furthermore, the prices of Biti's products are based on production costs In order to improve product quality while maintaining affordability, the company has to reduce the costs of importing raw materials from foreign partners by collaborating with domestic companies for production and reducing input costs 5.1.3 Place  Offline Bitis Hunter has over 4,000 distributors nationwide Its products are present in more than 40 countries worldwide, with the most notable markets being the United States, Australia, and China  Online Bitis Hunter utilizes various distribution methods to reach customers effectively through online channels It partners with online bookstores and offers home delivery and payment through intermediaries Additionally, Bitis Hunter collaborates with online shopping websites such as Lazada, Tiki, and Shopee When consumers browse these shopping platforms, they 51 can find Bitis Hunter's products, prices, and information They can then place orders online, and the products will be delivered to their doorstep With a distribution network comprising hundreds of stores spanning from the North to the South, Bitis Hunter ensures a stable supply to meet the increasing shopping demands of customers  Distribution Strategy: Biti's Hunter aims to target customers nationwide, so distributing the company's products to all locations across the country is crucial Advantages and disadvantages: Currently, Biti's has a considerable number of stores in the market, including branch centers, 68 retail stores, and over 1,500 retail distribution centers, indicating that the company's product distribution has been successful However, there are still some issues that the company has not effectively addressed in distributing products to consumers, such as:  Some Biti's product models frequently go out of stock, leading customers to visit Biti's retailers but unable to purchase the products  Collaborating with individuals to expand stores as company distributors is ongoing, but some regulations have not been fully implemented  The online distribution channel is still limited, and there is a need to improve the coverage of Biti's Hunter items on e-commerce platforms and social media to reduce costs related to physical stores, staff, and gather more customer data through web statistics 5.1.4 Promotion: Promotional strategy for the collection can include various marketing methods and campaigns to attract customer interest and build trust Advertising: Apply the AIDA communication formula 52  Create attention: Utilize popular media channels such as Facebook, Instagram, YouTube to reach potential customers Create engaging posts, images, videos, and stories to capture viewers' attention  Generate interest: Present compelling information about the product, emphasize the benefits and value that customers can gain from purchasing the product Use testimonials from successful students or individuals who have experienced the course to build trust and generate interest  Create desire: Utilize email marketing campaigns and advertisements to introduce attractive images, videos, and information about the collection  Encourage action: Create special offers, discount programs, or gifts for customers to incentivize their purchase Collaborate with partners and influencers:  Seek young partners and influencers who have a large fan base within the target audience's age group This can involve posting articles, video reviews, and sharing information about the collection on their social media channels Support official media platforms:  Bitis currently has its own social media platforms and website, which should be actively managed to increase likes and engagement 5.2 Channel/ social media Platform Facebook Ads Advantages Wide range of user Disadvantages However, Facebook is a highcompetitive platform Facebook platform is optimized for structure and automatically displays products based on Cost paid for advertisements search history and customer behaviors will be very high if we not identify goals clearly Customers can easily interact with the brand through comments, reactions, shares, messages,… 53 Google Ads Youtube Ads Tik Tok Ads Google Ads allows businesses to reach a massive audience as Google is the most popular search engine worldwide, with billions of searches conducted daily We have control over their budget and only pay when someone clicks on their ad (Pay-Per-Click) This makes it cost-effective, especially for small businesses with limited marketing budgets Popular keywords and competitive industries can drive up the cost-perclick (CPC) for Google Ads, making it more challenging and expensive to achieve top ad placements Users who employ ad-blocking software or browser extensions may not see Google Ads, limiting their reach to certain segments of the audience Ads on Youtube can be skipped or users install block ads on youtube Limited time Need to make the video really attractive from the first seconds The video platform makes it easy for brands to convey messages in a complete and detailed manner Young target audience Very relevant in our target customer group Easily share the message conveyed through short videos Can connect with many young influencers to create product trends The ability to go viral is high if the advertising content is attractive and attractive -> increase brand recognition Table Channel/social media CHAPTER 6: ACTION 6.1 IMC Plan Link: IMC Plan Campaign TimeLine: Starting from the beginning of June and lasting until mid-October 2023 Campaign Objective: Make Biti's Hunter X - SPIKY COLLAR collection become top of mind among Gen Z youth during this summer vacation and the beginning of the school year Campaign road map:  Stage 1: Attention (01/6-06/7) Key Hook: TVC: Don't wait Activities 54 Support Activities: (01/06- 14/06)  Create a series of social media posts in Facebook groups dedicated to sneaker enthusiasts, introducing the latest collection with a dynamic street style.Create content about must-visit travel destinations or sports activities to engage in during this vacation period Support Activities: ( 15/06- 25/06)  Organize a debate to discuss the topic: "Are a portion of today's youth becoming increasingly passive and lazy like 'zombies'?"  Introduce the topic:  As society develops and people's lives improve, especially for families living in city centers, new technologies such as ChatGPT, TikTok, WhatsApp, etc., have played a significant role These technologies have led to a certain level of passivity and dependence among some young people, gradually diminishing their proactive abilities and personal creativity Debate flow: o Flow 1: Technology cannot be blamed; it has provided us with many benefits o Flow 2: Because technology has already fulfilled our needs, why bother with mental exertion? o Flow 3: What would we without technology?  The debate leads to a question: Can individuals develop their thinking without relying on technology? Main Activities: Launch a TV commercial (TVC) addressing the issue of overcoming obstacles (26/06-06/7) TVC's Name: Don't wait 55 Key message: Don't let difficulties hinder your progress; turn them into motivation, trust in your own abilities, and ignite your unique passion Tone and mood: Confidence-creativity-and explosive energy Actor: A new face guy TVC details: John is a young individual who loves sports, particularly basketball John embodies the typical characteristics of today's youth: active, ambitious, and enthusiastic about new things Next Sunday, there is a basketball competition among students in the Information Technology department John decides to run for it During halftime, with the opponent leading by a score of 15-5, John suddenly remembers the pair of sports shoes his sister gave him a few months ago, accompanied by meaningful words of encouragement He puts on those shoes (Biti's Hunter X - SPIKY COLLAR collection), which provide flexibility, lightweight comfort, and a snug fit around the ankles Inspired by the shoes, John comes up with a brilliant idea to leverage the shoes' bounce to enhance his speed Consequently, he performs exceptionally well in this game The final result is 16-17, with John's team winning, and he scores goals TVC duration: 60 seconds, consisting of:  + seconds of intro: A monologue by John  + 47 seconds of the main idea  + seconds of outro: Introducing the product with the key message: "Don't wait." Platform: Facebook ads, Youtube Ads, Tiktok Ads, Google Ads Objectives:  Increase traffic by 20%  Achieve a total view count of 5,000,000 across all platforms 56  Increase product sales by 20%  Increase the number of followers on the main page to 10,000  Stage 2: Interest (15/7-20/8) Key Hook: Sport Scholarship Activities: Main activities: (15/07- 20/08)  In response to the FIFA 2023 season, with the first participation of the Vietnamese women's football team  Organize a scholarship fund: Biti's Hunter accompanies the dreams of young sports enthusiasts, promoted on Biti's Hunter's official page  Provide 20 fully sponsored 6-month professional sports courses to financially challenged Gen Z individuals passionate about sports  Each scholarship is valued at 150 dollars and includes course certification and gifts from sponsors Support Activities: (Same time)  Seeding the campaign in sports enthusiast groups Platform: Google Ads, Facebook Ads, Tiktok ads Objectives:  Increase traffic by 10%  Achieve a total view count of 5,500,000 across all platforms  Increase product sales by 5%  Increase the number of followers on the main page to 5,000  Stage 3: Desire (22/08-12/09) 57 Key hook: Challenges play non-stop with Bitis Hunter Activities: Support activities: (22/08- 01/09)  Booking KOCs (Key Opinion Customers) and KOLs (Key Opinion Leaders) to build channels that align with youth trends, dynamism, and knowledge about sports shoes to review the product Main activities: (02/09-12/09)  Launch a trend: Play non-stop with Bitis Hunter Participants will share dance moves, photos, or vlogs (about 30-60 seconds) showcasing moments with the new Bitis Hunter SPIKY COLLAR collection The top most impressive submissions will receive 213 dollars (~5,000,000 VND), be featured on Biti's fanpage and TikTok Platform: Google Ads, Tiktok Ads, Facebook Ads, Youtube Ads Objectives:  Increase traffic by 20%  Achieve a total view count of 6,000,000 across all platforms  Increase product sales by 20%  Increase the number of followers on the main page to 5,000  Stage 4: Action Key hook: Deal sales with Biti’s Hunter Activities: Main activities: (15/09-15/10)  Expand the online shopping campaign on Bitis Hunter's official website to receive vouchers and discounts of up to 20% 58 Support activities: (15/10-25/10)  Utilize affiliate marketing through KOLs, KOCs, and targeted audience groups to bring the product closer to customers  Platform: Google Ads, Tiktok Ads, Facebook Ads Objectives:  Increase traffic by 30 %  Achieve a total view count of 6,500,000 across all platforms  Increase product sales by 25%  Increase the number of followers on the official page to 10,000 6.2 KPI & Budget Figure 6.1 Budget for Phase Figure 6.2 Budget for Phase 59 Figure 6.3 Budget for Phase Figure 6.4 Budget for Phase 60 Figure 6.5 Budget for Physical Figure 6.6 KPI & Budget for Project Link:KPI & Budget 61 CHAPTER 7: CONTROL 7.1 Measurement metrics Facebook: Measurement of Reach and Engagement from the official Brand Fanpage, controlling the narrative to avoid toxic comments and redirecting the discourse in a direction that aligns with the Brand's goals  Tool: Facebook Analytics Google: Measurement of Reach, Engagement, CTR (Click-Through Rate), CR (Conversion Rate), CRR (Conversion Rate by Reach), and Bounce Rate from displayed advertisements, regularly monitoring and controlling poorly received ad feedback to adjust the frequency of appearance and target different target audiences  Tool: Google Analytics TikTok: Measurement of metrics such as views, likes, comments, followers, shares, average viewing time, and views through hashtags Regularly monitoring and promptly addressing toxic comments and finding quick solutions when a video shows signs of underperformance compared to the plan  Tool: TikTok Analytics YouTube: Statistics on views, controlling the nature of organic comments, measuring content response levels, audience retention, CTR, engagement rate, link clicks, and conversions  Tools: Google Analytics, YouTube Analytics Contests: Tracking sponsors and media partners who can collaborate to enhance attractiveness and the number of participants using a specific hashtag Events: Tracking landing page registrations and the rate of customers leaving their information 7.2 Analyze the risks: 62 7.2.1 Changing Consumer Trends Consumer preferences and trends in the sports shoe industry can change rapidly There is a risk that the Bitis Hunter X - Spike Collar collection may not align with evolving trends, resulting in reduced demand and market relevance 7.2.2 Marketing and Promotion Effectiveness There is a risk that the marketing and promotion strategies for Bitis Hunter X - Spike Collar may not effectively reach the target audience or generate sufficient awareness and interest It is important to monitor and evaluate the effectiveness of marketing efforts to make necessary adjustments if needed 7.2.3 Quality and Durability Concerns If the quality and durability of Bitis Hunter X - Spike Collar shoes not meet customer expectations, it can lead to negative reviews, customer dissatisfaction, and a damaged brand reputation Ensuring high-quality standards and addressing any durability issues is crucial to mitigate this risk 7.2.4 Pricing and Affordability The pricing of Bitis Hunter X - Spike Collar shoes should be competitive and aligned with the target customers' budget and perceived value If the price does not align with the market, it may hinder customer acquisition and sales 7.3 Solution 7.3.1 Product problem In the process of communicating, we cannot avoid risks Must always be in a state of readiness to handle, discuss and resolve the situation and identify the situation in a comprehensive way Handing direction: Step 1: Risk analysis to confirm correctness 63 Step 2: After identifying the mistake, quickly speak up, accept the error, send the sincerest apology and thanks to the customer Step 3: Give a way to solve your mistake Commit to adjusting and delivering on promises 7.3.2 Consumer trends Step 1: Do Market Research Again to find the suitable time: Conduct continuous market research to stay updated on consumer preferences and trends in the sports shoe industry This includes monitoring fashion and sports-related publications, online forums, social media discussions, and competitor analysis By understanding the changing landscape, Bitis can proactively adapt its product offerings to align with evolving trends Step 2: Create a new trend: Collaboration and Partnerships - Establish partnerships with influencers, athletes, and sports organizations to gain insights into emerging trends and preferences Collaborating with individuals or entities who have a deep understanding of the market can provide valuable guidance in staying relevant 7.3.3 Marketing Strategy Step 1: Implement tracking tools to monitor campaign performance and analyze relevant metrics regularly Step 2: Compare different versions of marketing materials to identify the most effective messaging, design, or call-to-action Step 3: Collect insights through surveys, focus groups, and online reviews to understand customer perspectives and identify areas for improvement Step 4: Stay updated with industry trends, consumer preferences, and emerging marketing techniques, and regularly review and optimize marketing strategies 64 CHAPTER 8: REFERENCES Sneakers Market Size, Share & Growth Analysis Report (2022-2030) Export from Grandviewsearch Tomorrow Marketers (2020) Case Study: Success of Biti’s Hunter Brands Vietnam (n.d) Campaign: Biti’s – Di de tro ve Retrieved Decemver 17, 2020 Lam Tuyet Nhi (2022) Marketing Mix of Bitis – Magnificent comeback SimilarWeb (2023) Biti’s data ATP (2021) Experience in sneaker market in Vietnam CSMO Vietnam (2021) Biti’s Stories – National brand in the verge of onlivion Tran Ngoc Chau (2022) Post-pandemic economic recovery: How to recover faster? Export from Government Electronic Newspaper 65