group assignment bitis o

DEMOGRAPHIC:- Biti''''s Hunter''''s target clients are both males and women.- Biti''''s Hunter''''s target clients are centered in two major cities Ho Chi Minh City andHanoi.- Teenagers 13 - 18 year

GROUP ASSIGNMENT

COURSE: MKT101

STUDENT NAME(ID):

Trần Lê Thanh Thảo

Nguyễn Ngọc Đoan Thanh

Nguyễn Thị Bảo Ngọc

Lý Mỹ Phương

Nguyễn Thị Trúc Ly

SS181084 SS181110 SS181128 SS181161 SS181198

LECTURER:

VÕ NGỌC HIỀN

aspects related to their product:

- Biti's, officially known as Binh Tien Imex Corp (Biti's Group), is a prominent Vietnamese footwear and fashion brand with a rich history and a strong presence in the market

- Headquarters: 22 Lý Chiêu Hoàng - Phường 10 - Quận 6 - TP Hồ Chí Minh

1.1 History:

- Biti's was founded in 1982 by Vuu Khai Thanh, The name "Biti's" is derived from

"Binh Tien," which signifies the company's commitment to being a trustworthy and quality-focused brand

- In 1982, Mr and Mrs Vuu Khai Thanh founded Van Thanh, a footwear company, with

20 workers In 1986, they bought the Binh Tien complex and merged it to create Binh Tien Rubber Cooperative, specializing in high-quality shoes and boots In 1990, they introduced EVA technology from Taiwan, resulting in the production of high-quality EVA foam sandals In 1992, the company changed its name to Biti's

- Biti's has earned a solid reputation in the Vietnamese footwear market by focusing on quality, affordability, innovation, and style As a result, it has become a household name and a preferred choice for footwear among consumers in Vietnam and neighboring regions

1.2 Product:

- Biti's - launched in 1992, it is very diverse in products and designs including sandals, flip-flops, sneakers,… but when Biti’s Hunter was appeared became a massive success

in the shoe industry due to its lightweight design, standard quality, and eye-catching design This marked a significant shift in Biti's marketing strategy from traditional methods to digital marketing

1.1 Micro-environment:

1.1.1 Company’s suppliers:

- Imports 60% raw materials from abroad, the rest is domestic: mesh straps, PU fabric, depends on suppliers and raw material prices

- Also cooperates with foreign suppliers: Wei Tai, Tae Sung,a few companies from France

1.1.2 Resellers:

Biti's product distribution system:

- 7 branch centers: Lao Cai, North, Quang Ninh, Central Highlands, Da Nang, West, South

- 1,500 retail distribution intermediaries

- 156 marketing points

- Distributed on online channels: Shopee, Lazada,

1.1.3 Customers:

- Biti's customers play a central role in its micro-environment Understanding their preferences, purchasing behavior, and feedback is crucial for product development and marketing strategies Biti's needs to meet customer demands for style, quality, and price

to remain competitive

1.1.4 Competition:

- Local shoe brands: Bita's, Ananas,Juno,

- International shoe brands:Nike, Adidas, Reebok,

- Small businesses benefit from labor and raw materials: China, Brazil, and other major footwear export markets in the world

1.2 Macro-environment:

1.2.1 Ecological & physical environment:

- Manufacturing and Supply Chain: Efficient resource use, waste management, and sustainable sourcing practices are vital for reducing environmental impact

- Sustainability Initiatives: Biti's can use eco-friendly materials, sustainable packaging, and measures to reduce its carbon footprint

- Physical Locations: Energy-efficient store locations and sustainable store design can contribute to a smaller environmental footprint

- Consumer Perception and Demand: Biti's can attract eco-conscious consumers by emphasizing sustainability and product durability

- Regulatory Compliance: Adherence to environmental laws and eco-labeling standards is crucial

1.2.2 Political & legal environment:

- Enterprises always understand the correct way to do business and supplement the law

- Bitis has signed labor contracts for employees since the first days of establishment

- Vietnamese people are easily influenced by brands and products advertised with a patriotic spirit

- The government encourages "Vietnamese people to use Vietnamese goods"

- Brands that know how to take advantage of that will bring significant success 1.2.3 Economic environment:

- GDP and Economic Growth: Biti's is influenced by the overall economic health of Vietnam Economic growth and increasing GDP can boost consumer spending and, in turn, demand for fashion and footwear products

- Income Levels: As disposable incomes rise, consumers may be more willing to invest in quality and fashionable footwear Biti's may benefit from an expanding middle-class segment

1.2.4 Socio-cultural & demographic:

1.2.4.1 SOCIO-CULTURAL:

- Fashion Trends: Biti's must stay attuned to changing fashion preferences and cultural trends Vietnam's rapidly evolving fashion landscape impacts the design and style of its products

- Consumer Lifestyles: Understanding how consumer lifestyles and preferences change, including a growing interest in fitness and sports, helps Biti's tailor its product range 1.2.4.2 DEMOGRAPHIC:

- Biti's Hunter's target clients are both males and women

- Biti's Hunter's target clients are centered in two major cities (Ho Chi Minh City and Hanoi)

- Teenagers (13 - 18 years old) and Young Adults (18 - 24 years old) are Biti's Hunter's target clientele

- Income: The income groups of Biti's Hunter's target clients are Group A (15 - 150 million VND) and Group B (7.5 - 15 million VND)

- Biti's Hunter's target clients are single young individuals at the beginning of their family life cycle

- Biti's Hunter's target clients are primarily from primary schools, secondary schools, high schools, colleges, and universities

1.2.5 Technological factors:

- E-commerce and Digital Platforms: The growth of e-commerce in Vietnam provides Biti's with opportunities to expand its online presence and reach a wider customer base Leveraging technology for online sales and marketing is vital

- Innovations in Footwear: Keeping pace with technological advancements in footwear design, materials, and manufacturing processes is crucial for Biti's to maintain product quality and innovation

2 Target customers and Positioning, i.e., consumer behavior analysis and how the company executes:

2.1 Target Customers:

old These are young customers who like to explore, experience, express and conquer 2.1.2 Fashion-Forward Shoppers: Biti's Hunter, a shoe company catering to the affordable income group of Vietnamese people, offers comfortable materials, modern styles, and a youthful, healthy style The slogan "Nâng niu bàn chân Việt" resonates with many generations of Vietnamese people, promoting their individuality and dynamic lifestyle 2.1.3 Sports Enthusiasts: Biti's offers a variety of sports shoes, making it appealing to people who participate in sports and live active lifestyles

2.1.4 Younger Generation: With its attractive and inventive footwear designs, the company caters to the younger market, which includes teenagers and young adults

2.1.5 Budget-Conscious Shoppers: Biti's sells products at a variety of pricing points, making

it appealing to customers who are on a tight budget and looking for economical footwear solutions

2.1.6 Families: Biti's offers footwear for the entire family, including children's, men's, and women's footwear, making it an ideal choice for family shopping

2.2 Positioning:

Bitis positions itself as a brand that offers quality, style, and innovation, while also focusing

on affordability and accessibility Some key elements of its positioning include:

2.2.1 Quality and Comfort: Bitis emphasizes the quality and comfort of its products, ensuring that customers receive value for their money

2.2.2 Trendy Designs: The company positions itself as a provider of fashionable and trendy footwear options for those who want to stay in style

2.2.3 Innovation: Bitis incorporates innovative features and technologies in its products, showcasing a commitment to continuous improvement

2.2.4 Affordability: By offering products at various price points, Bitis positions itself as a brand that can be accessible to a wide range of consumers, not just those with high budgets 2.2.5 Local and Global Blend: Bitis combines local market knowledge with global fashion influences, providing a unique blend that resonates with its target customers

2.3.1 Product Diversification: Bitis continually diversifies its product range to offer a wide variety of footwear options, catering to different tastes and preferences

2.3.2 Marketing and Promotion: The company uses various marketing channels, including social media, advertising, and collaborations with influencers to promote its products and engage with its target audience

2.3.3 Retail Presence: Bitis has an extensive network of retail stores and outlets across Vietnam, enhancing its accessibility to customers

2.3.4 E-commerce: The official website and partnerships with popular e-commerce platforms enable customers to conveniently purchase Bitis products online

2.3.5 Customer Engagement: Bitis engages with its customers through feedback collection, loyalty programs, and excellent customer service

2.3.6 Innovation: Bitis invests in product innovation to ensure it stays aligned with changing consumer preferences and technology advancements

3 Segmentation/ Differentiation:

3.1 Segmentation:

Biti's market segmentation strategy effectively targets diverse consumer groups:

- Demographic: Caters to all ages and genders

- Psychographic: Focuses on different lifestyles and fashion preferences

- Behavioral: Addresses price sensitivity and specific usage occasions

- Geographic: Adapts to regional preferences

- Family: Offers footwear for the entire family

- Online/Offline: Engages both in-store and online shoppers

- Seasonal: Tailors products for seasonal needs

=> Biti's tailors its offerings to meet the unique needs of each group, expanding its reach and appeal in the competitive footwear market

3.2 Differentiation:Biti's differentiates itself from its competitors in a number of ways, including:Focus on quality:

- Biti's uses high-quality materials and production processes to produce footwear This results in shoes that are durable, comfortable and stylish

- Affordable price: Biti's shoes have competitive prices so they can reach a wide range of consumers

- Strong brand identity: Biti's has a strong brand identity rooted in Vietnamese culture and values This resonates with consumers who are looking for a brand that is authentic and represents their values

- Attractive marketing campaigns: Biti's marketing campaigns are often creative, attractive and resonate with the target market

3.3 Targeting:

3.3.1 Demographic Targeting:

- Age: Biti's targets a wide age range, from children to adults For children, it offers comfortable and durable shoes, while for teenagers and young adults, it focuses on fashionable and trendy footwear

- Gender: Biti's caters to both men and women It offers gender-specific products designed

to meet the unique style and comfort preferences of each group

3.3.2 Psychographic Targeting:

- Lifestyle and Fashion Preferences: Biti's appeals to fashion-forward consumers who seek stylish and trendy footwear The brand positions itself as a choice for those who value aesthetics and wish to stay in vogue

- Sports Enthusiasts: Biti's targets consumers with an active lifestyle by offering sports and athletic footwear This is an ideal choice for individuals engaged in sports and outdoor activities

3.3.3 Behavioral Targeting:

- Price Sensitivity: Biti's caters to price-conscious consumers It offers products at various price points, making it accessible to consumers with different budgets

- Usage and Occasion: Biti's provides a range of footwear suitable for various occasions, from casual wear to sports and outdoor activities This targeting approach aligns with specific consumer needs and usage patterns

3.3.4 Geographic Targeting:

- Domestic Market: Biti's primarily focuses on the Vietnamese market, leveraging its local knowledge to understand consumer preferences and cultural trends

3.3.5 Family and Household Targeting:

- Families: Biti's caters to families by offering a variety of footwear options for different family members This approach simplifies family shopping and ensures that everyone's needs are met

3.3.6 Online and Offline Targeting:

- Biti's targets customers through both physical retail stores and online platforms This omnichannel approach caters to consumers who prefer in-store shopping and those who favor online purchasing Biti's effectively targets these segments by adapting its product range, pricing, marketing messages, and distribution channels to meet the unique needs and preferences of each group This detailed market targeting strategy allows Biti's to serve a broad customer base and remain competitive in the Vietnamese footwear market

4 Analysis of the marketing mix, i.e., 4P (Price/Product/Promotion/Place)

4.1 Product:

- Bitis primarily focuses on producing and marketing high-quality sneakers and athletic footwear They offer a wide range of products with different styles, colors, and designs to cater to various customer preferences Bitis emphasizes innovation and uses advanced technologies in their products to ensure comfort, durability, and performance 4.2 Price:

- Bitis positions itself as a premium brand and sets its prices accordingly Their pricing

strategy is based on the value and quality they offer to their customers While their products are priced higher compared to some competitors, Bitis justifies this by highlighting the use of premium materials, craftsmanship, and cutting-edge technology

4.3 Place:

- Bitis operates through a combination of physical stores and an online presence They have flagship stores in major cities, allowing customers to experience the brand and try out the products before making a purchase Additionally, Bitis has a user-friendly e-commerce website that enables customers to conveniently shop online and have their products delivered to their doorstep

4.4 Promotion:

- Bitis employs various promotional strategies to create awareness and attract customers They collaborate with popular athletes and influencers to endorse their products and increase brand visibility Bitis also engages in social media marketing, utilizing platforms like Instagram and Facebook to showcase their products, share customer testimonials, and run targeted advertising campaigns They also participate in sports events and sponsor teams to enhance their brand image and connect with their target audience

=> "Bitis" is a Vietnamese footwear and fashion brand known for its sneakers, shoes, and related products When analyzing the marketing mix (4Ps: Product, Price, Place, Promotion) for Bitis, we can get a better understanding of how the company positions and markets its products

4.5 Biti's strategy follows the AIDA model:

4.5.1 Attention:

- To attract customer attention to increase brand recognition, Biti's has cooperated with celebrities to launch Viral Video - an outstanding method in marketing strategy The MV

"Lac Troi by Son Tung MTP and the MV "Going to Return" by Soobin Hoang Son are