report topic advertising campaign for bitis

The price of Biti''''s is generally low compared to some of the major competitors in the current sports shoe market such as Nike, Adidas, etc.With Biti''''s Hunter''''s marketing strategy on the

FPT University Major: Digital Art and Design

REPORT Topic: Advertising campaign for Biti's

Subject: Communication and advertising

Member:

TABLE OF CONTENTS

1.Group’s Introduction

2 Brand’s Situation Analysis

2.2 Evaluation of current Marketing Communication Activities

2.3 Competitor Analysis

3 Marketing Research

3.1 Secondary Research

3.2 Primary Research

3.3 Key Insights

3.4 Current Issues and Challenges

4 Campaign Proposal

4.1 Marketing Communications Objectives

4.2 Big Idea

4.3 Communication Message Strategy

4.4 Communication Channel Plan

4.5 Budget & Timing

4.6 Evaluation and Monitoring

2 Brand’s Situation Analysis

2.1 Business/ company Context

2.2 Evaluation of current Marketing Communication Activities

According to the provisions of Biti's agency contract, to be able to enjoy incentives, agents must display Biti's products at least 60% of the store area.However, because Biti's dealer network is so

purchase of products.

- Because they have not really focused on developing in the domestic market but only focused

on export goods, the quantity of goods distributed in the country has changed significantly, leading to a change in the quantity as well as the quality of the products products in direct marketing channels and thousands of other retail distribution establishments across the country This leads to a shrinking number of stores and agents, while also losing market share in the domestic market

- Location :

+ Indirect distribution system

+ International market: exporting more than 40 countries around the world

+ In the domestic market: 07 branch centers, 156 marketing stores and more than 1,500 retail distribution intermediaries Online sales channels such as Lazada, Tiki, Lotte,

- Promotion :

+ Awareness level: attracting attention with famous MVs: "Lac Troi" MV by Son Tung MTP and MV "Back" by Soobin Hoang Son

+ Hobbies: Through the KOLs channel, which are hot stars and online idols, Biti's has created a new trend of wearing shoes Biti's continues to choose Son Tung MTP as a brand ambassador because the male singer's ability to attract young people is great

+ Desire: PR post pause, hit patriotism Next is a series of PR articles directly aimed at the product, published on newspapers that are spreading the beauty trend of typical young people like Channel 14

Action: promotions associated with the e-commerce site and discount codes within a certain time frame

launch of the Biti's Hunter sub-brand, and also the appearance of some new competitors in the market requires Biti's Hunter to improve or innovate a completely new product line The current Bitis Hunter products are designed from the following criteria: Softness, fit, firmness, friction, lightness and aesthetics Biti's products are mainly designed to be simple, comfortable and functional in any conditions such as sports, school, work as well as going out Biti's always aims for designs that are close to Vietnamese people

- Besides, it is a fashionable design with eye-catching colors: blue, pink, black, suitable for young people who love dynamic sports style, not only worn to play sports but also can be used as sportswear an everyday fashion accessory Biti's Hunter also continuously researches, improves and launches new shoe lines such as Hunter Originals, Hunter Liteknit Summer Vibes, Hunter 3, Hunter Feast,

- In general, the prices of Biti's product lines are suitable for people with average incomes with prices ranging from: VND 450,000 to VND 1,000,000 for a pair The price of Biti's is generally low compared to some of the major competitors in the current sports shoe market such as Nike, Adidas, etc

With Biti's Hunter's marketing strategy on the offered price, they build their products to be affordable The price is less than 1,000,000 VND, so that Biti's products will attract more consumers, especially young people, making it easier for users to access their products

- Furthermore, the price of Biti's product is based on the cost of production Therefore, in order

to improve product quality but still ensure prices, the company is forced to reduce the cost of importing raw materials from foreign partners by linking with domestic companies for production, reducing costs input fee Biti's usually does not have special product lines or limited edition products, so the price is not more than 1 million VND With such a price, Biti's products are very suitable for the pocket of Vietnamese people This reflects the essence of the company's

+ Product quality.

+ Extensive distribution system of long-standing brands

+ Reasonable price

+ Lack of design team and team specializing in product demand research, so the change of design is slow compared to demand

+ A part of human resources still lacks awareness and sense of responsibility

+ Loss of market share in domestic and international markets

Chalenges

+ The demand for quality products is increasing

+ Users' confidence in Vietnamese goods is not high

+ The price calculation and sample code will be a big algorithm for Biti's

+ Competitor brands have cheap prices, diverse models and are increasingly appreciated

Opportunity

+ Rapid population growth will expand the market

+ In the modern new technology era, the young world now quickly approaches and updates new cultural and media trends - creating conditions for Biti's Hunter to easily carry out outreach and advertising campaigns support users

+ The market is expanding, has a lot of potential and is not constantly expanding and developing

+ Superior technology

+ Trade policy support from the Government

Weaknesses

+ Difficult to manage all activities of agents that are not the main source

3 Marketing Research

3.3 Key Insights

Biti's distribution channel is a 3level channel: Producer agent wholesaler retailer -consumer This is an indirect distribution system

- International market: The company has export markets of more than 40 countries around the world:

● Asia: Taiwan, Korea, Malaysia, Japan, Singapore, Thailand,

● Middle East: Saudi Arabia, United Arab Emirates, Israel, Lebanon,

● Europe: UK, Poland, Portugal, Denmark, Germany, Netherlands, Greece, Norway, Russia, France,

● Finland, Spain, Turkey, Sweden, Switzerland,…

● Americas: Brazil, Canada, Chile, Ecuador, USA, Mexico, Panama, Venezuela,…

● Australia: New Zealand, Australia

More specifically, in China, Biti's has set up 04 representative offices with 30 total sales, more than 300 sales points to gradually bring Biti's products to dominate this potential cross-border market With the potential Cambodian market, Biti's has an official distributor Cambo Trading Company to distribute Biti's products throughout Cambodia In addition, Biti's is also trusted by international customers with famous brands such as Decathlon, Clarks, Speedo, Skechers, Lotto, etc to become a processing partner with many large value orders

(information on the company's website) the domestic market: Biti's product distribution system stretches from South to North with 07 branch centers, 156 marketing stores and more than 1,500 retail distribution intermediaries In addition, Biti's also diversified the form

of purchase by combining sales through websites, online sales channels such as Lazada, Tiki, Lotte,…

3.4 Current Issues and Challenges

After a peak in 2019, partly thanks to a successful marketing campaign, in the context of the

specializing in the production of rubber sandals with only a few dozen workers Biti's quickly became a well-known name in the late 90s with sandals or sports shoes that were desired by students at that time with the advantage of being durable Biti's and other domestic brands such

as Thuong Dinh, Bita's are the main players with a large market share in the Vietnamese market

In the stage of opening up, Vietnam's economy gradually developed People's income level has increased, the need for "eating well, wearing durable" has been transformed into "eating well, dressing well" Biti's durable advantage is gradually being ignored Like other domestic brands, Biti's has difficulty in creating products to suit the needs of customers The emergence of big brands along with China has made Biti's gradually lose its advantage at home However, Biti's has found a way back Biti's has applied focused promotion strategies for Hunter product line to increase sales But like many other manufacturing businesses, the Covid-19 pandemic has been a major factor affecting Biti's recent business They have to apply strict distancing measures during complicated epidemic developments, causing high operating costs The retail system, which is the main distribution channel of this brand, was interrupted continuously As a result, the continuous growth chain is interrupted Biti's revenue

declines gradually in 2020 and 2021

● Challenge: After the pandemic, Biti's revenue shows signs of decline The global economic downturn is also one of the reasons why the economy is stagnant After the success of the

#ProundmadeinVietnam campaign, Biti's also had some problems promoting new product lines Biti's causes loss of points in the eyes of users because of dishonesty in raw materials (specifically, using brocade for products representing Vietnamese culture) In addition, the launch of many product lines makes it difficult for buyers to remember and distinguish To revive sales, Biti's needed an innovative new campaign After the pandemic, people's demand for exercise increased, awareness of environmental protection increased, the concept of sustainable fashion gradually became popular, Biti's needed a product that both met the needs of health and fitness as well as contribute to improving the environment

4 Campaign Proposal

viral video form with the MV "Loc drift" by Son Tung MTP and "Go to return" by Soobin Hoang Son The campaign created a great buzz, attracted hundreds of millions of views and caused a fever in the online community

4.2 Big Idea

Media strategy AIDI:

● Awareness: Biti's communication strategy is aimed at promoting and drawing attention to new brands and products Objective: Family members know and talk about Biti's Hunter To accomplish this goal, Biti's has chosen Viral Video, which is the MV "Lac Troi" by Son Tung MTP and the MV "Go to return" by Soobin Hoang Son With just one sentence "Son Tung wears antique clothes but wears sneakers" it's not difficult for everything to go viral, and everyone's family pays attention to Biti's

● Interest (interested in brands and products): Using KOL channels to communicate the next strategy, stimulating customers' love and affection for the product With the characteristic that the potential customers are young people, through the KOLs are hot stars and idols on the internet, Biti's has created a new trend of wearing shoes Regarding the brand ambassador for the proposed product group, Biti's continues to choose Son Tung MTP as the brand ambassador because the male singer's ability to attract young people is great In addition to previous successful campaigns such as

“Going to return” or “Going to come back” in early 2017

● Desire (stimulating customer demand): Using a series of PR articles for stimulation strategy customer needs and wants to use the product The first is the underground

PR articles, hitting on patriotism: The world's leading footwear exporter, but

Vietnamese people are wearing less and less Vietnamese shoes In the near future,

completely inevitable Next is a series of direct PR articles aimed directly at the product, published on newspaper sites that spread beauty trends of typical young people such as Kênh 14

● Action (stimulating action): To stimulate action forFor customers who are still wondering about the decision to buy Biti's Hunter, Biti's has launched special

discount programs This strategy is even more successful when Biti's combines with e-commerce websites with discount codes within a certain time frame Since 2017, Biti's has steadily created many interesting and smart advertising campaigns with celebrities, continuously earning high amounts of interaction on social networks as well as being highly appreciated by marketing experts for their ideas thought done The product lines are also constantly renewed, they have collaborated with Walt Disney to create versions of Biti's Hunter x Marvel released on the occasion of the premiere of "Avengers: Infinity War" (2018), collaborating with Pepsi with Biti's Hunter

x Pepsi with 2 versions related to player Lionel Messi and player Xuan Truong, or Street version with street style combined with artist VietMax…

4.3 Communication Message Strategy

Message: Using Biti's shoes goes hand in hand with environmental protection Spreading awareness about sustainable fashion, encouraging people to use sustainable fashion Raise environmental awareness through shopping actions

This is an opportunity for big brands, especially "national" brands like Biti's, to stand up to connect and spread, to not only contribute to environmental protection but also increase intimacy with customers client With the goal of sustainable fashion, Biti's wants each product not only through the hands of one person, it can become someone else's product Thereby increasing the life cycle as well as saving procurement costs Biti's will also produce shoe accessories such as shoe soles, shoelaces, etc so that people can replace them Create “Restore Old, Renew”

environmental protection fund, from which each individual indirectly contributes to the campaign.To educate people about the harmful effects of sneakers on the environment, it is advisable to create campaigns that provide information to many people There are many harsh realities in Tansy's book: toxic chemicals are used to dye leather, large-scale animal exploitation, factories have contaminated work environments - reducing the lifespan of animals Workers are unlikely to reach more than 50 But perhaps the most horrifying truth from Footwork is the size

of the industry's footwear production In 2018 alone, 66.3 million pairs of shoes were produced every day – that's 24.2 billion pairs per year Despite the fact that sports shoes will inevitably wear out after use, in today's context, sneakers are not merely functional, rather, it is perceived

is a fashion item that enhances social status New designs are introduced every week, and collaborations between individuals and brands have become a common practice The sportswear industry has developed a new ecosystem – one that continually stimulates customers to own limited edition shoes as a way of life Biti's holds a contest for consumers to customize their own shoes Create bundles of shoes and brushes that come with them Reducing the use of ink in the production process, creating a playground for users to unleash their creativity, bring their personal imprint on the shoes they use every day

4.4 Communication Channel Plan

Media channels

● Social: The brand continuously promotes posts on Biti's Hunter fanpage with images

of paintings from the community as well as product sets from the response of other

brands

● Website: To spread the word, Biti's cooperates with e-commerce site Shopee to

launch a collection of "Green Paint", including Biti's shoes and accompanying color

brushes

● Viral clip: Collaborate with young, famous artists to produce TVC ads for the

campaign to upload to Youtube

● Electronic newspaper: promote communication (PR) on many mainstream

newspapers to spread campaign information : Newspaper Nguoi Lao Dong, Tuoi Tre,