Final Report International Maketing Plan Of Biti's.pdf

lOMoARcPSD|38542684 FINAL REPORT INTERNATIONAL MAKETING PLAN OF BITI'S Group 1: Nguyễn Thị Thu Huệ - 20070148 Trần Thị Linh Chi - 19071320 Vũ Thị Lan - 19071394 Đinh Thị Trang Nhung - 19071459 Nguyễn Thị Ngọc Linh - 20070231 Instructor’s name : Hồ Nguyên Như Ý Course Code : INS 3042 Course Title : International Marketing 13 June, 2022 1 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 EXECUTIVE SUMMARY This marketing plan is a study on Biti's - one of the largest footwear companies in Vietnam First, the current market situation of Biti's will be analyzed through the micro and macro environment Second, we will apply the SWOT analysis to study the strengths, weaknesses, opportunities and threats of the selected product - slippers Third, SMART goals will be determined based on previous analyses The fourth part is Biti's segmentation, targeting and positioning, identifying potential customers and potential competitors Furthermore, one of the most important parts of this marketing plan is the Integrated Marketing Strategy for the product also known as the 4P's This section shows how to achieve the mentioned goals effectively Specifically, we will define the “Three Levels of Product”, establish appropriate pricing ratios, locations, distribution channels of intermediaries and marketing communication channels Finally, the action plan and control program will outline implementation progress and convincing methods, including budgets, responsible departments, and evaluation procedures 2 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 TABLES OF CONTENTS INTRODUCTION 4 MAKETING PLAN .5 I Current situation analysis .5 1 Micro Environment 5 2 Macro Environment 6 II SWOT Analysis 8 III Goals and objec琀椀ves of the entry mode 10 1 Company’s entry mode 10 2 Objec琀椀ve 11 IV Marke琀椀ng strategy in the Interna琀椀onal market 11 1 Segmenta琀椀on 11 2 Targe琀椀ng 12 3 Posi琀椀oning 12 V Marke琀椀ng Mix 14 1 Product 14 2 Place 15 3 Price 16 4 Promo琀椀on .17 VI Ac琀椀on program - projected marke琀椀ng budget for the company 18 VII Control program - action Programmer 1 Year for the company 20 CONCLUSION 22 REFERENCES .23 INDIVIDUAL CONTRIBUTION 24 3 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 INTRODUCTION Since 1982, Biti's has been the top footwear brand in Vietnam, producing and marketing shoes and establishing a reputation for high-quality goods Biti's - Vietnam's biggest footwear company – features a wide range of product categories, including flip flops, sandals, stylish shoes, and athletic shoes, for both men and women, to meet its objective of "Embracing every Vietnamese foot." Biti's is the outsourcing arm of well-known worldwide companies, and owing to our high-quality goods, we are the first and only Disney footwear licensee in Vietnam Since 1982, Biti's products, particularly children's footwear, have been immensely popular in Vietnam, with the slogan "Embrace pleasant steps of childhood." Furthermore, Biti's Hunter, a Biti's sport shoe brand, was introduced to the market at the end of 2016 with the unique feature "Light as Flying," offering the optimum comfort for consumers' life adventures Biti's Hunter has become a well-known brand among the Vietnamese youth Biti’s product has also arrived in many other countries such as Russia, US andUAE (Biti’s 2009) In China, Biti's has set up 4 Resident Representative Offices in Guangzhou, Kunming, Nanning and Hekou The trademark “Biti’s” was registered in the People's Republic of China in 1999, has the right of trade protection and has 25 General Brands and more than 300 Brands 4 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 MAKETING PLAN I Current situation analysis 1 Micro Environment a Business Biti's (Binh Tien Consumer Goods Production Company) is a Vietnamese footwear manufacturer that was founded in 1982 - Biti's has grown from a small start-up with only 20 employees to a prominent footwear brand in Vietnam and the Asian market after more than 33 years of constant efforts and success -Finance, production, supply, research and development, and accounting are important groups that work closely together and share information at work to create the company's internal environment - General Director Vuu Khai Thanh (87 percent of shares), finance, production, supply, research and development, and accounting are important groups that work closely together and share information at work to create the company's internal environment b Supply - Biti's imports 60% of its raw materials from outside the country and produces the remainder in- house: wire mesh, si PU, elastic fabric, and so on, depending on suppliers and global raw material pricing - Biti's also works with a number of foreign suppliers, including the leather joint stock company Wei Tai, Tae Sung, and a few French firms c Intermediaries in marketing - With the strength of being Vietnam's most prominent footwear brand, Biti's has expanded its reach to include: + 1500 retail distribution agencies around the country, + 7 branch centers: Lao Cai, regions North, Quang Ninh, Central Highlands, Da Nang, West, and South, and, + 156 marketing outlets - Biti's currently collaborates with online distribution platforms such as Tiki, Shopee, Lazada, and others to provide consumers with the most convenient shopping experience d Competitors - Domestic shoe companies such as Juno, Vina Giay, Bita's, Thuong Dinh, Ananas, - Well-known foreign sports shoe companies such as Nike, Adidas, Reebok, This is the company's main competitor - Small businesses in the world's major footwear export markets, such as China, Brazil, , have many advantages in labor and raw materials 5 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 e The general public - Expressing a willingness to reach out to the community by supporting study promotion funds, social charity initiatives, and scholarship sponsorship "Biti's - Nurture Vietnamese Feet." The program's goal is to establish company culture (internal PR) through jobs: communicate the mission and brand vision to all employees; implement policies to boost employee morale; For recruiting employees, there is a brief training session In addition to the general audience, Biti's Hunter line has been viewed as the brand's blood-changing revolution since its inception in January 2016 with a completely different and pioneering marketing campaign Biti is integrating its products into the products of musicians such as Son Tung and Soobin Hoang Son, as well as viral video on social networks with the message, by leveraging the heat and celebrity power The Hunter line, as well as this brand, has become more popular as a result of its connotation f Customers - Biti's consumers are diverse in terms of gender and age, ranging from men to women, children to teenagers, youth to middle-aged and elderly The company focuses on producing shoes that are suitable for learning and entertaining for children aged 1 to 15 years old As a result, Biti's target market includes grandparents, parents, and those who wish to buy their children shoes that are both attractive and durable - Biti's Hunter line is aimed for teenagers, young people who are active, enjoy moving about, and want to express themselves - Biti's has been exported to 40 nations throughout the world, including China, Italy, France, the United Kingdom, the United States, Russia, Japan, and South America International customers such as Decathlon, Clarks, Speedo, Skechers, Uniqlo, Jack Wolfskin trust Biti's and choose to become a processing partner with numerous significant value orders 2 Macro Environment a Demographic environment - Vietnam's population is aging (the population aging rate is among the highest in the world), posing significant issues for the company when the target client demographic is children, potentially lowering revenue and the market in the long run Biti's needs to devise a strategy for launching product lines aimed at middle-aged and senior individuals b Economic environment 6 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 - Our country's GDP growth in 2018 was 7.08 percent (the highest since 2008), providing chances for Bitis to expand their manufacturing and economic activities - Not only did the economy achieve the dual target, but inflation also remained low in 2018, at less than 4%, exactly 3.54 percent This allows the company to save money on things like electricity, water, middleman costs, production costs, and so on, while also increasing the number of items available - A relatively steady currency rate aids in the promotion of exports and the formation of business relationships with worldwide brands c Natural environment The rising scarcity of raw materials and degradation of the environment instill a sense of environmental responsibility in firms that produce consumer goods and pay for waste treatment Furthermore, government action and regulatory regulations around the utilization of natural resources force the corporation to seek for other raw materials A better grasp of the state of the natural environment However, Biti's has boosted its efforts to assist environmental conservation in recent years, such as the "Go and Experience Green" project, which aims to raise environmental consciousness at tourist locations by spending substantial quantities of money on social activities, d Technology environment Biti's face significant hurdles as a result of modern scientific and technological progress Many innovative footwear approaches have emerged, such as the development of breathable shoes, particularly for sports shoes, with shoe design technology that can absorb maximum foot sweat As a result, Biti's has had to increase product quality in order to sell goods to the EU, which is the target market At the same time, it provides Biti's with an opportunity to interact with and implement innovative technology in materials, designs, and other areas, allowing them to keep up with global trends and increase their competitiveness with multinational brands e Political and social environment According to the state's export promotion strategy, footwear exporters in Vietnam benefit from favorable import tax on raw materials (for export items) and a 0% export tax on finished products Biti's now has additional options to export its products internationally as a result of the aforesaid policy 7 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 Footwear is one of the National Major Trade Promotion Program's key industries As a result, Biti's is one of the state-sponsored firms producing this product, receiving preferential loans and commercial assistance f Cultural environment Folklore has long been regarded as spiritual nutrition for children's souls, as it provides them with many profound humanistic teachings through simple stories With this in mind, Biti's has released a "Folklore" collection to commemorate the 35th anniversary of its founding and progress (Con Rong Chau Tien doll shoes, Thanh Giong sandal, Tam Cam flip-flops) The winning of the Vietnamese team in the AFF Suzuki Cup has boosted everyone's national pride Biti's Hunter product line has debuted X version #theREDpride as a result of this Given the current trend of easily changing secondary cultural values to match the trend, Biti's Hunter used well-known people (Son Tung, Soobin Hoang Son, etc.) to promote a new product line consumers - young people - more broadly II SWOT Analysis  Strength Bitis has a firm grasp of China’s legal system and customs business of this country’s merchants and from there can make the right decisions such as timely registration and protection of trademarks Chinese merchants always want to have a special interest, enjoy preferential treatment over others and vice versa, they do not want to lose to anyone So, when dealing with them, Biti’s has been able to persistently convince customers with a unified business policy That makes Chinese entrepreneurs more respect and believe in long-term stability in cooperation Products and technology: Biti’s products are 100% Vietnamese shoes with high quality, diverse items and reasonable prices Biti’s has more than 40 years in shoe manufacturing and is the first company in the footwear industry to invest in a technology line from Taiwan, and the first to launch high-quality footwear products in the market For many years, Biti’s has been voted by consumers as a high quality Vietnamese product Biti’s reputation is not only recognized in the domestic market but also has been recognized for its quality by prestigious foreign organizations such as BVQI, Bitis is very concerned about the rights of workers and respects them to the fullest Making shoes is not an easy job, to make a seemingly simple pair of scandals It’s simple but actually it takes more than 20 stages of production, not to mention the design stages and through many hands of labor to complete In 8 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 the production team, it only takes one person to lose focus and those standards will become waste products Therefore, creativity, professionalism, love of the job and especially a sense of responsibility are the important factors contributing to the Biti’s of today That helps Biti’s products to be high quality, always delivered on time and meet the needs of customers to the fullest even in orders with designs Here is one of the very important factors to contribute to improving competitiveness of firms in the industry So, when entering the Chinese market, the Biti’s products can meet the design needs of this market Experience in the international market: After many years of development in the international market Bitis has accumulated many lessons and experiences, that’s why when wearing footwear to a large footwear export market like China, Biti’s has a place to stand firmly Moreover, these experiences don’t just stop there, but are constantly drawn by Biti’s  Weakness Currently, the technological level of the Vietnamese leather and footwear industry, in general, is at an average level and premium level But it is quite dependent on foreign countries for equipment and machinery The ability to invest and transfer new technologies depends on limited financial resources, the team of experts with deep knowledge and technology updates is too small and has not met the development needs of the business, experience and the ability to negotiate and sign contracts on technology is still limited This is one of the reasons for limiting labor productivity and efficiency in footwear production and business Moreover, the general situation of our country’s footwear industry is that it is not possible to take the initiative in the source of input materials, but most of them have to be imported from countries in the region with high prices, the product price depends greatly on fluctuations of the raw market auxiliary materials  Opportunity Opportunity: S-O W-O -Preferential policies for border -Biti’s has a great advantages -Biti’s can make new trade activities in border areas, for business selling in China products with the new preferential import tax for - Biti’s has had active materials in order to make a neighboring countries activities to strengthen difference propaganda and promote the - Conduct more promotion 9 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 - China and Vietnam are image of Vietnam’s footwear campaigns to approach the member of WTO industry as a potential international market as well - Trade promotion has been footwear producer and as the domestic market begun to be focused exporter - Providing better services - In recent years, the number of - Biti’s sale method has had by training staff, and service consumers who shop online or many innovations/ take after selling products use e-commerce sites has advantage of the social media increased significantly Social sites in China: forming many media is driving e-commerce wholesalers and retailers networks, participating in distribution channels, developing forms ecommerce  Threat S-T W-T -Chinese footwear looks -Attach Anti-counterfeiting stamps Threat: nice, various and cheap into products to prevent imitations -The Chinese are inherently but very low quality Biti’s from China capable of counterfeiting with good quality, -Creating an interacting system with - China’s low-cost production fashionable design and customers on Biti's website to get has caused the production of still maintain good quality their opinions, thus the manager can goods in many countries to and reasonable price know what to improve and which struggle, including Vietnam need to be maintained - Moreover, famous international competitors such as Adidas, Nike, Italian and American brands,… III Goals and objectives of the entry mode 1 Company’s entry mode Biti’s will expand into the foreign market using direct exporting, direct sales and online sales With preferential policies for border trade activities in border areas, preferential import tax for neighboring countries; trade promotion,…Biti’s has a great advantage for business selling in China 10 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 Biti’s is doing a great job in Southwest China The Southwest is a province with 420 million people but is left open by China because they are too focused on exports People’s living standards here are lower but they need high-quality products This demand of Southwest consumers is completely consistent with products manufactured on EVA material that Biti’s is having Therefore, Biti’s aims at quality, with diverse designs, products that are suitable for all climatic and geographical conditions here to gradually conquer consumers in the Southwest provinces Besides Southwest province, Biti’s will penetrate the footwear market of other provinces of China with a new diversified model and products If China penetrates the Vietnamese market with a cheap price; Biti’s will launch a bolder move that is to conquer the opponent’s market with high quality and expensive products Because Biti’s has also imported some products to China, the company understands and is knowledgeable about the Chinese market so it is easier to build a stronger and more popular brand Biti’s can take advantage of online sales channels to promote products such as live stream on douyin, douyin video, Taobao,…Biti’s can participate in trade fairs, conducting market research, finding distributors, finding and serving customers, etc With the advantage of product design and quality, the approach to customers and product promotion,… Biti’s will gradually be more accepted by Chinese people; in detail that is Chinese young people Biti’s will gradually establish national headquarters and distribution centers 2 Objective In the short run: In the long run: -Maintain current value of good quality footwear -Diversify designs of sandals with seasonal with suitable price for segmented customers collection in China - The monthly sales range from 500-800 pair of -Build a fashionable and good quality image by shoes for online shopping and 1000- 1200 pairs frequent promotional campaigns of shoes for direct sales in the first years -Within the next 3 years, Biti’s can be compared - Biti’s will reach break even point after 3 years to famous shoe brands in China IV Marketing strategy in the International market 1 Segmentation a Geographic: -Local market (Vietnam): quality 11 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 -Foreign market: Italy, France, UK, USA, Russia, Japan, South America, Mexico, Cambodia, b Demographic: - Age: 5-25 years old Generally, the younger generation have a tendency for time and want to assert themselves They are attracted by the new trend, beautiful design - Gender: male and female - Income: medium income, working class and higher who are less price sensitive c Psychographic: -Personality: teenagers like to catch up with new fashion trends - Social class: middle and upper middle class - Life style: dynamic young people today love exploring, have a passion for tourism They are looking for quality sports shoes with fashionable design at reasonable price and proactive, convenient d Behavioral: -Occasions: Tet, Summer vacation, New school year - Personal needs: When they buy a product, they often pay much attention to many styles, colors, and fashion Selecting shoes should suit your personality and lifestyle - Work needs: The product is required to be highly specialized, comfortable, active, reliable and safe for users - Communication peeds: The product must be polite and formal to the users 2 Targeting Today's youthful customers want to exhibit their style and personalities via the brands they use And, in order to draw customers' attention, BITI'S Hunter sports shoes with ideal characteristics for consumers are born So far, the majority of BITI's goods have been aimed towards clients in the lower middle and working classes BITI'S Hunter is the company's offer to the medium and higher middle classes who are less price sensitive, with a price range of 500,000- 1,000,000 VND (21.5 USD to 43 USD) In terms of segmentation, we ultimately opt to employ Differentiated marketing and target the age and gender segments Our target market consists of men and females aged 5 to 25, which represents a very promising market owing to the vast market size 3 Positioning 3.1 Advantages of competitor's companies: Direct competitors: ADIDAS: 12 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 + Good durability, sturdy, adaptable in all environmental conditions + Easy to clean, good force + Trendy, stylish, sporty style, comfortable for the user +Adidas has traveled a long way to establish itself as a youthful brand + Celebrity endorsements & sponsoring major sports organizations +Adidas has an effective distribution system for their products available through different channels · NIKE +Durable, lightweight, good quality, high strength + Youthful, dynamic, light-color +Utilize modern tools and rate 1st place of technology + Celebrity endorsements & sponsoring major sports organizations + Regular promotions are available at the end of the year Indirect competitors: Bershka-Dedicated canvas sneaker: Although it is not one of the famous names in sports shoes, it has reasonable prices and designs that catch the trend; Bershka has conquered the hearts of people who love shoes Costs only 29.99 Euro (about 710 thousand VND) Zara-Ultra light sneaker: Although not prominent in color, Zara sneakers still have plus points thanks to its weight With the base is made from synthetic rubber and body garments from fabrics waterproof, this shoes not only bring a slight sense but also comfort the users Shoes are sold for 29.95 euros (about 710 thousand VND) 3.2 Choosing the right Competitive advantages Based on the strengths of two great competitors, such as Nike and Adidas, BITI'S has introduced the BITI'S Hunter product, which has excellent colors, youthfulness, and current designs, and Hunter will provide you with the character and qualities of workmanship Hunter: a fast-focused-accurate partner for overcoming the problems of the future voyage 3.3 Selecting an Overall Positioning Strategy Selecting "MORE FOR THE SAME "for positioning strategy:  BITI'S can attack a competitor's more-for-more positioning like Nike or Adidas by introducing a brand offering comparable quality at a lower price  The price of 650.000VND for men and 495.000VNĐ for women is considered attractive compared to the quality and makes the difference between Hunter and sports shoes available in the market 13 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684  BITI'S has made extensive use of social media platforms such as Facebook and Instagram A excellent communication strategy with good content, powerful messaging, attractive graphics, and highly participatory activities assisted BITI's in speaking to young people in the same voice BITI'S utilized Influencer as well as various online activities like as giveaways, online sales, and Uber Move (the possibility of receiving BITI'S Hunter shoes while traveling by Uber)  So far, most BITI'S products have been targeting customers in the lower middle class and working class with 500,000- 1,000,000 VND (21.5 USD to 43 USD) range price  With the Hunter product, BITI'S are clearly aiming at conquering young customers (17-25)  Experience the feeling of "Light as flying" with Hunter is an activity that is extremely consistent with the brand "modern - surprises - overcome the challenge" that BITI'S is looking forward to V Marketing Mix 1 Product Biti's staff slogan is "Tireless Steps," which implies we strive to provide our best items to clients in a convenient and satisfying manner a Core benefit The importance of footwear, especially sandals, is not only to help you walk and prevent injury, but also to fashion and its ability to boost customer confidence b Actual product  Quality level: Biti's objective is always to serve high-quality items Recently, we have been successful in providing high-quality sandals, as evidenced by 56 percent of respondents to our study  Name of the brand: 93 percent of those who responded to our study are familiar with the brand, and 71 percent choose Biti's because of its high quality and low pricing  Features: Softness, fit, sock-off, friction, low weight, and aesthetics are all important factors  Design: Biti's goods are primarily created to be simple, comfortable, and lively in a variety of environments However, presently, the aesthetic component is regarded as your second most important consideration As a result, we've asked the R&D department to take a look, in 14 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 order to stay on top of the newest trends and design a new generation of high-fashion sandals  Packing: Using brand-name plastic bags to package items is increasingly considered unprofessional and even harmful to the environment As a result, we highly advise you to utilize recycled paper bags in order to create a fresh image of environmental stewardship c Augmented product For consumers' convenience, Biti's has opened hundreds of locations and franchisees around the country Customers may also update information about Biti's on official websites (www.bitis.com.vn and www.donabitis.com.vn) For consumer comments and inquiries, direct emails and hotlines are also accessible Using such tools to collect feedback can assist them in identifying problems and resolving them quickly, as well as improving product and service quality, satisfaction, and loyalty in the future d Brand Development Strategy Biti's present success is due in large part to successful branding As a result, the Biti'sbrand name, which is a precious and strong asset, must be properly managed and cultivated Customers are immediately identifiable and eager to try out Biti's new line expansions, owing to the brand's proven popularity 2 Place Biti's distribution strategy in recent years has been to create and build a network of chain stores specialized in trading and trading footwear items from adults to children ranging from the south to the north, with roughly 40 samples each month presented to the market Biti's shoes produce around 20 million pairs every year, with a varied product range rich in patterns and models Many Vietnamese customers, whether going to school, work, or on a picnic, prefer fashionable female Biti's shoes, courteous men's shoes, or handy Biti's sandals or Biti's children's shoes Biti's product samples have been shipped to 40 nations across the world, including Italy, France, the United Kingdom, the United States, Russia, Japan, South America, Mexico, and Cambodia Biti's is also well-liked by overseas customers Decathlon, Clarks, Speedo, Skechers, Lotto, and other well- known international companies believe in selecting to become a processing partner with many large orders With an annual output of over 20 million pairs, a network of Biti's sample distribution systems stretching from South to North, with 07 Head Offices, 156 Marketing Stores, and over 1,500 small business distribution intermediaries, Biti's Corporation and Dona Biti's Company have maintained jobs 15 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 for over 9,000 employees, with a rich and diverse product range, rich in designs and designs such as luxury sports shoes, fashion women's shoes, leather shoes, and more Biti's has established four representative offices in China, representing 30 total sales points and more than 300 sales locations, in order to gradually deliver Biti's products to this potential cross-border market Biti's has an official distributor, Cambo Trading Enterprise, that distributes Biti's product samples throughout Cambodia's sovereignty due to the prospective Cambodian market Biti's has exported to 40 nations across the world, including Italy, France, the United Kingdom, the United States, Russia, Japan, South America, Mexico, Cambodia, and so on Biti's is also trusted by worldwide purchasers with well-known brand names like Decathlon, Clarks, Speedo, Skechers, Lotto, and others to be a processing partner for many major orders Biti has also expanded the types of purchases available by arranging sales on the internet Buyers' shopping habits have shifted recently, and they are looking for ease while making purchases Biti's product samples are therefore supplied via online sales channels like Lazada, Tiki, Lotte, … 16 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 3 Price Bitis employed a price skimming tactic A "skimming" or "flash" price strategy in which merchants establish relatively high initial prices for new product models to capitalize on the demands of a group of consumers with significant shopping demand, in order to immediately seize investment funds and generate instant income Businesses steadily drop prices to exploit groups of customers with lesser shopping demands after abusing one group of purchasers Biti's has adopted a skimming pricing approach in order to "skimm the good" in the market To cater to new price-sensitive consumers, the corporation first developed pricey new footwear styles, then progressively offered simpler, lower-priced variants Biti's items are all stamped with the product model's size, color, kind, and price Biti's branded footwear goods are constantly improved in terms of quality, prestige, and consumer recognition and trust This is a critical foundation for the corporation to price its product samples based on objective perceptions that are compatible with the one-of-a-kind invention that characterizes the product category 4 Promotion With Biti's mixed deployment (Promotion) marketing approach, this brand has concentrated on running advertising campaigns as well as encouraging customers to select their product samples with extra promotions that intrigue a Advertising Biti's pays close attention to advertising and marketing contracts in both domestic and international markets Many high-performance contracts have increased public awareness of Biti's product line, resulting in increased product brand recognition Biti's advertising initiatives span television, radio, and newspapers, with the opportunity to educate the public about its product model and promote new products Biti's also supports the Permanent Headquarters, content agencies, and ad expenditures The company's entertainment and advertising activities on the trucks are methodically and properly conducted, making them appealing to spectators The campaign "Go to return" must be included in an excellent typical Biti's advertising campaign for Biti's Hunter product range "Going back" is undoubtedly one of the most well-known and well-received brand advertising efforts in our country Biti's has placed a strong emphasis on young people's desire to go out and have fun in this campaign 17 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 "Going to return" seasons 1 and 2 have aided Biti's Hunter in conquering the The first customer, opening up many opportunities for Biti's Hunter to become one of the top choices of Vietnamese youth when choosing shoes, thanks to stories that directly hit the target audience's emotions while also providing a meaningful insight b Promotion In order to speed up the implementation of the sales plan, the sales promotion program is focused on flexibility by Biti's such as discounts on the days of April 30 and May 1, September 2, the first day of the school year, Christmas Day and New Year's Eve Biti's also raises the appropriate discount and rewards for the agency functions that complete the excess of the price difference In addition, this brand name also implements a sales program that gives gifts to buyers when buying the company's products… c Social activities Organizing social entertainment activities is also a Marketing strategy of Biti's Biti's has set up a few large programs, linking with the people and the local government on a permanent basis for the purpose of propagating and supporting the local government and local people through the activities of solving problems such as: financial support for poor students and students who study well, support for flood victims, charity contributions, financial support for sports events… Thereby for the purpose of honoring the image of this type of product Biti 's products make a good impression on buyers VI Action program - projected marketing budget for the company Task Department in Time frame Budge (KRW) charge (Month/2022) 11 12 1234567891 10,000,000 0 3,500.000 Product Diversify the R&D products 3,500,000 Price New year Marketing Discount School- year Marketing discount 18 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 Trade-in Marketing 15,000,000 20,000,000 Discount for Marketing 15,000,000 1st order 4,000,000 Promotio Instagram Advertising 11,000,000 n Facebook- 2,000,000 Tiktok ads 5,000,000 6,500,000 Outdoor Advertising 1,500,000 advertising 2,000,000 1,500,000 Video series Advertising 30,000,000 Tiktok PR 6,000,000 challenges =136,500 Events PR sponsoring Issue coupons Marketing Minigame/ PR Giveaway Contest PR Web page IT upgrade Staff training HR Place Upgrade HR, outlets and Accounting store Control action HR Total VII Control program - action Programmer 1 Year for the company 19 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com) lOMoARcPSD|38542684 Perspectiv Action Measurement Evaluation Corrective Action e Financial Monitor Gross profit, net Ensure the efficient If not eficient, find out the budge profit/ net loss allocation of budget possible reasons of failure to the plan and make further correction Boost the Compare the Ensure the and change revenue by revenue during objective is 10% the campaign achieved Find out the problem and time with the rest give solution to solve it in Customers Increasing months Feedbacks from time customers’ Make a survey of customers either Take further action to settle satisfaction customer directly or through the gaps between the plan satisfaction official websites and performance if having Marketing Campaign Sale in the next problems Increase brand months after the Contest, awareness by campaigns Recruit talented designers Mini game 15% Number of and motivate the staff to Attract customers participants and Event and find out new quality of the work sponsoring ideas for shoe designs Receive responses Product Customer Sponsor for from the general loyalty program public/ media programs Produce Evaluate the growth Issue coupons to rate in financial Develop loyal customers reports new Feedbacks from R&D department consumers through produces new 20 Downloaded by Toilatoi Nguyen (phamhalinh.16@gmail.com)