individual assignment subject analyze a media plan for a real company in vietnam chapter1 individual assignment topic công ty tnhh bình tiên bitis hunter

This brand was established in District 6, Ho Chi Minh City in 1982.Initially, from a small production facility with a few dozen employees, starting a business in a context where the econ

Individual assignment

SUBJECT: ANALYZE A MEDIA PLAN FOR A REAL COMPANY

IN VIETNAM ( CHAPTER1)

Topic: CÔNG TY TNHH BÌNH TIÊN_ BITIS HUNTER

Full Name: Trần Khánh Ly ID: HS170353

Class: MKT1820 Teacher: HUONGDTT37

1 Introduction 3

1.1 Company 3

1.2 Products/services/customers 4

a Product 4

b Services 5

c Customers 5

2 The situation analysis (MKT) – swot 6

a) Strengths 6

b) Weaknesses 8

c) Opportunities 9

d) Threats 11

3 The Media strategy plan (min 1 month) 11

3.1 Objectives – smart goals 11

3.2 Media strategy 12

3.3 Selecting broad media classes 12

3.4 Selecting media within classes 13

3.5 Media use decision 13

4 Creative strategy plan 14

4.1 Schedule 14

4.2 Evaluation and follow up 15

5 Conclusion 15

6 References 16

1 Introduction

1.1 Company

Biti's, full name is Binh Tien Consumer Goods Manufacturing Company, is a brand specializing in the production of shoes and sandals in Vietnam This brand was established in District 6, Ho Chi Minh City in 1982

Initially, from a small production facility with a few dozen employees, starting a business in a context where the economy still had many difficulties and obstacles, after 40 years of production and business activities with hardships and challenges,

as a " tireless footsteps", now, Biti's has grown and developed with the country, not only becoming a reputable, trustworthy and familiar brand with domestic consumers but also developing other markets

Currently, besides 2 production facilities, the company has 7 branches, 2 commercial centers, 2 business centers, 156 marketing stores and more than 1,500 agents nationwide and exports products to 40 countries worldwide including markets such as Russia, Ukraine, United Arab Emirates (UAE), Bahrain

With the mindset of "Creativity for the mission of survival and development of the company" Currently, Biti's company is interested in developing a long-term and sustainable investment strategy The company believes that future investment fields such as hotels, resorts, tourism, shopping centers with reputation and

quality of service will be the top principles for all production and business activities of the company Biti's career

Continuously improve and improve the quality of providing products true to the meaning of Biti's brand identity "Prestige - Quality" Binh Tien Production HTD Co., Ltd is committed to constantly improving and improving the quality of product supply, better meeting the increasingly high and diverse requirements of customers, true to the meaning of identity Biti's brand "Prestige - quality", creating long-term trust for all customers

1.2 Products/services/customers

a Product

Biti's footwear products have their own unique colors and are adjusted according to the consumer market The fashion and quality of the product are always carefully and thoroughly evaluated by customers before making a purchasing decision Therefore, Biti's products always follow fashion trends, survey the consumer market in each sales area to promptly have the most useful information and provide data for the research and development department company's product

development Biti's always develops and designs new models and launches the latest products, in accordance with customer consumption trends

Some main products that Biti's produces include:

• Running Shoes

• Hunter

• Sandals

• Thongs

• Sport shoes

• Soccer Shoes

• Western shoes

In particular, in early 2016, Biti's made strong and impressive progress when launching a line of multi-purpose sports shoes called Biti's Hunter

Biti's Hunter products are considered by consumers to be beautifully designed, stylish, individual and luxurious Understanding customer needs, Biti's Hunter has followed the trend and launched a series of new and unique designs that bring Vietnamese quality to each of its launched products

Among them, we can mention Biti's Hunter Street shoe model with a simple design, easy to coordinate, or most recently Biti's Hunter x VietMax - a shoe model inspired by Hanoi that is attracting attention among young people Biti's Hunter's communication campaigns are also very serious and focus on the product, bringing the most refined product image to consumers in a creative, extremely impressive and approachable way

b Services

Bitis Hunter not only provides quality footwear products, but also creates a good shopping experience for customers through service Product consulting sales staff are professionally trained and have in-depth product knowledge to advise customers on choosing suitable products

Bitis Hunter's return and warranty policy commits to returning products within a certain period of time and provides a long-term warranty policy, helping customers feel secure about product quality Diverse contact channels customers can communicate with Bitis Hunter through website, hotline, email and social networks, facilitating support and consultation

c Customers

With beautiful designs and bold Vietnamese style, Biti's Hunter has attracted and approached many customers Biti's targets both male and female customers, emphasizing diversity in both designs and uses as well as aesthetics of each customer gender Biti's brand focuses on customer segments mainly in big cities such as Ho Chi Minh and Hanoi, where there are a large number of potential customers

Biti's targets young adults and teenagers, especially those between the ages of

18-30 These are people who often want to buy fashion and sports products Biti's divides two customer groups into A (15-150 million) and B (7.5-15 million), helping them provide products with prices and quality suitable to the financial capabilities of each group

Biti's targets young singles, this group often has independent personalities and is willing to try new things that appeal to their needs The Biti's brand focuses on the high needs and psychology of consumers about fashion and sports

Thereby, Biti's also has policies for its loyal customers When customers make purchases on the website or at the store, they will accumulate a suitable number of points that can be redeemed for meaningful incentives and gifts

2 The situation analysis (MKT) – swot

a) Strengths

Biti's has the advantage of a beautiful image of a long-standing Vietnamese brand

Established in 1982, operating in the field of footwear production Biti's is also the largest and most important company in the world Biti's is a leader in the fashion industry in Vietnam

During 40 years of development, Biti's oriented to develop a sustainable brand with six fundamental values: Prestige, quality, change and improvement, solidarity for development, and promotion of company development

After more than 40 years of production and business activities with many ups and downs and challenges, now, Biti's has grown and developed along with the country, becoming a reputable, trustworthy and familiar brand with consumers use and leave pride in the minds of Vietnamese people about a "National Brand" in the field of prestigious and quality footwear

Good quality products, affordable prices

Applying one price policy Biti's is one of the very first businesses in the country to implement a one price policy for everywhere in the domestic market

The current Bitis Hunter brand is divided into 5 product lines for both men and women with prices ranging from 599,000 - 899,000 VND suitable for the financial capabilities of many customers With this reasonable price, Bitis Hunter seems to

be gradually becoming the optimal choice of Vietnamese consumers when the prices of genuine sports shoes from foreign brands such as Nike, Adidas, Vans are low , Converse or Puma, etc on the market are all 1 million or more This is a strong point that Biti's has done very well

Biti's products are certified for quality assurance through registration of product quality standards at the Ho Chi Minh City Quality Measurement and Standards Department for all product categories Biti's products are manufactured according

to the quality management system meeting ISO 9001: 2000 standards certified by QUACERT and BVQI Consumers always trust the quality of Bitis In 2006 Bitis was one of the 200 most powerful enterprises This is a notable strength of Biti's,

as Biti's is a long-standing brand with many unique achievements

Widely distributed system

Biti's product distribution system through domestic agents and stores develops strongly in each period according to the direction set by the company, in addition, export business is also expanded

Domestic market: comprising four commercial centres, one business centre and seven branches, 156 marketing stores and over 4,500 agents - stores throughout 64 provinces and cities in the country International market: the company has export markets in more than 40 countries around the world

b) Weaknesses

Poor control of dealer activities reduces marketing effectiveness with consumers

According to the terms of cooperation in Biti's agency contract, to be able to enjoy incentives, agents must display Biti's products in at least 60% of the store area However, because Biti's dealer network is so widespread, it is difficult to manage all of the dealers' activities, which can greatly affect Biti's reputation and ultimate profits, and at the same time It also reduces customers' access to and purchases of products

Biti’s has not been proactive in sourcing raw materials

Currently, the type of products concerned needs to be diversified thein business on the basis of ensuring quality for the company's customers, Bitis has a huge demand for raw materials and fuel However, these raw materials are still very limited

Domestic enterprises produce but cannot guarantee Bitis's requirements, so up to 60% of Bitis's input materials are imported from abroad 40% domestic use

After many years of dominating the domestic market, due to some problems in the distribution channel, Biti's has gradually lost market share

Due to not really focusing on development in the domestic market but only paying attention to the flow of exported goods, the quantity of goods distributed domestically has changed significantly, leading to changes in quantity as well as quality of marketing Market goods in direct marketing channels and thousands of other small distribution facilities across the country This leads to the number of stores and agents gradually shrinking, while also losing market share in the domestic market

Furthermore, since 2010, Vietnam has officially become the largest shoe factory of the "giant" Adidas, with a market share of more than 40% of the company's output The same thing is happening to Nike's shoe supply chain, as Vietnam gradually takes over China's "production throne" The foreign-loving mentality along with changes in people's ideology and consumption habits also caused Bitis

to gradually retreat and narrow its market share

c) Opportunities

Vietnam is in a golden population period with a very high proportion of people belonging to generation X, generation Y and generation Z

Through this, Biti's Hunter has the opportunity to tap into the outstanding psychology of these generations, which is "You only live once" - you only live once in your life, emphasizing the expression of personality and living with the passion of the world young generation

Marketing Campaign

The new era of modern technology along with the psychological characteristics of today's youth - quickly accessing and updating new media culture trends - creates conditions for Biti's Hunter to easily carry out advertising campaigns Advertising approaches and supports users in personalization, personality, and product differentiation through social networking sites and Bitis's official website When using technology to interact with customers, businesses will create a positive public image

The market is large, has lots of potential and is constantly expanding and developing:

In general, our country is doing a good job of controlling inflation Furthermore, banks' lending interest rates are kept at a level that affects people's consumption activities, including footwear products (Bitis) because interest rates are an important need for borrowers to pay for their purchases

Supportive trade policies from the Government

The government proactively reforms administrative procedures, simplifies tax procedures, has solutions to deduct input VAT for raw material purchases, and optimizes production time and costs

d) Threats

Consumers' demand for product quality is increasing: With Vietnamese people's living standards gradually improving, they increasingly want to use better quality products

Confidence in Vietnamese products among consumers is not high: Especially for sports shoe products, because it is one of the first brands to seriously invest in quality and design, there is still limited in terms of diverse designs as well as unique, new and trendy designs

Considering price and design will be a big challenge for Biti's: Starting from Bitis Hunter's competitors, which are shoe brands from China Their products meet the needs of consumers in the middle segment in terms of price and quality They are very responsive to the market and constantly change designs, with low prices suitable for average income levels

3 The Media strategy plan (min 1 month)

3.1 Objectives – smart goals

As a Vietnamese brand that has been silent for many years but dares to bravely step into the Tet media war, Biti's faces many challenges but also sets specific and big enough goals to create success breakthrough for the brand

Season 1 is Biti's first step in participating in Tet media, so Biti's wants to attract great attention in the community and create a push for the brand to rise

Furthermore, before that, the sub-brand Biti's Hunter was also launched a few months ago but was not yet known to many people Therefore, when building this Tet communication campaign, Biti's also aims to raise consumer awareness of the brand

Season 2, Biti's constantly strengthens the brand positioning "Go and experience" for Biti's Hunter along with the message "Go to return" that has been associated with the brand image after the success of season 1 Biti's aims to bring “Going to return” becomes a symbolic message every Tet holiday in the hearts of Vietnamese young people

Like many other brands participating in Tet communications, Biti's long-term goal

is to want consumers to remember and become the Top of Mind brand every Tet season, and at the same time, own the "Homing" platform

3.2 Media strategy

While many brands worry about the risk of "putting all their eggs in one basket", Biti's believes that spreading the budget is a trap many people fall into Biti's believes that, in today's information age, customers do not like to follow a campaign that is too long Therefore, the brand focuses on building and reinforcing the message "Going to return" with two main MVs "Going to return" 1 and 2, both performed by Soobin Hoang Son, clearly stating the lyrics to convey the message convey the message in the most intimate way

Season 1, Biti's opened the campaign by creating a debate on the issue "Go or Go"

on social networks to attract young people Then came the brand's answer "Going far to return" with the MV Going to Come Back by Soobin Hoang Son and the controversial product placement in the MV Lac Troi by Son Tung MTP Biti's further reinforced the brand's message in season 2 with the MV Go to Return 2

3.3 Selecting broad media classes

Biti's is very interested and focused on advertising and marketing contracts in domestic and foreign markets Many contracts have been effective in making the public aware of Biti's products, thereby increasing product brand recognition Biti's advertising activities are expanded on television, radio, newspapers, billboards, and posters with the goal of promoting its products to the public and serving the introduction of new products, contributing to the public's awareness of its products market share increase according to the company's plan

The social network channel Facebook is the main source of discussion thanks to Biti's active activities on the Facebook fanpage In addition, Biti's also takes full advantage of other social networking sites such as Instagram with KOLs who have great influence on the community, including actors, singers, models, and artists such as Duy Khanh, Chau Dang Khoa, …