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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 D[.]
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 .2 1.4 Scale 1.5 Historical Development 1.6 Mission and Vision: 1.6.1 Mission: .3 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: .8 2.3.1 Political 2.3.2 Economic .9 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 "High-Quality 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 1.3 Formation and Development Journey Starting as a small manufacturing facility in 1982, Biti's began as a cooperative named Binh Tien, specializing in rubber footwear production in District with only a few dozen workers Despite facing numerous challenges during the period of a centrally planned economy, Biti's, driven by the dedicated individuals passionate about the country's economic development, persevered Over the course of more than 33 years, Biti's has built a modern production and export strategy, creating a footwear brand that caters to the needs and tastes of consumers Presently, Biti's has become a strong entity, demonstrating breakthroughs in the footwear manufacturing and trading sector, equipped with the necessary human, material, and financial resources to achieve even greater success