Final Exam Marketing Management Marketing Plan For Biti’s Hunter Bloom.pdf

Our Biti’s Hunter Bloom has a very competitive value-based price which means we can effectively compete with many sports shoes in the market.. The first marketing objective is to raise a

MARKETING PLAN FOR BIT?’S HUNTER BLOOM

Lecturer: Ngo Minh Trang

Students: Nguyen Viet Huy 2021006382

Nguyen Duc Trung 2021001736 Nguyen Thị To Uyen 2021000150 Class: CLC 20DMA0I

Ho Chi Minh City — 2021

Executive Summary: 4

Introduction: 4

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Table:

Table 3-1: Customer needs and corresponding Íeatures -s55-ss 55552 8

Table 3-2: Competitors of Biti’s Hunter Bloom in Vietnamese shoes market 13

Table 4-1: Segmatation nh - 15

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Table 6-1: Risks and Solutions 2.00.0 28

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Member contributions

Name ID Percentage 1 | Nguyen Viet Huy 2021006382 100% 2 | Nguyen Duc Trung 2021001736 100% 3 | Nguyen Thi To Uyen 2021000150 100% Page 3

1.0 EXECUTIVE SUMMARY:

Biti’s is preparing to launch a new Biti’s Hunter products with the newest technology (The sole is made from Pebax material) that Biti’s have researched and developed The product is called Biti’s Hunter Bloom We are confident to be a Vietnamese company that develops a new technology in our sneakers that can hugely contribute to the running filed of Viet Nam Our Biti’s Hunter Bloom has a very competitive value-based price which means we can effectively compete with many sports shoes in the market We are targeting specific segments in the consumer market, taking advantage of the growing interest in new technology going along with affordability

The first marketing objective is to raise awareness in customers about the newest technology of Biti’s and the presence of Biti’s Hunter Bloom The primary financial objectives are to achieve first-year sales revenues of 30 billion VNDs through the unit sales volume of 23,095, keep first - year losses to less than 7 billion VNDs and break - even in the early second - year

Chairman & General Director: Mr Vuu Khai Thanh

Director (CEO) and legal representative: Ms Vu Le Quyen

Over 33 years, as a Binh Tien Consumer Goods Production Company Limited (Biti's), has gradually built up a production strategy and Export is up to the times, creating a Biti's Footwear brand associated with consumer needs and tastes Biti's has marked its brand name in 40 countries around the world, including demanding markets such as Italy, France, the UK, the USA, Russia, Japan, South

America, China, Mexico Every year, Biti's shoes produced more than 20 million pairs with a wide range of products, diverse in designs and models

2.2 BITI'S MISSION:

Constantly improving the quality of providing products that are true to the meaning of Biti's brand identity "Prestige - quality" Binh Tien HTD Production Co.Ltd is committed to constantly improving, improving the quality of product supply, and better and better meet the increasing and diverse requirements of customers, just as the meaning of the identity Biti's brand "Prestige - Quality", building long-term trust for all customers

2.3 THE BIRTH OF BIT?S HUNTER:

In early 2016, Biti's had a strong and impressive transformation when it launched a line of sports shoes multi-use called Biti's Hunter Biti's Hunter weighs only about 225¢ and is one of the lightest Vietnamese sports shoes to date Not only

is it lightweight, but Biti's Hunter still ensures standard quality and has an eye- catching design It can be said that Biti's Hunter sports shoes have created a craze among young people from the beginning of 2016 until now

of the golden age population structure, with the proportion of the population aged 15-

64 years accounting for 68.0%, the average age is about 32.9 years old

Besides, the urban population accounted for 37.34% (about 36 million people) concentrated mainly in big cities such as Ho Chi Minh City, Hanoi, Da Nang., are key economic regions of the country In which, the population of Ho Chi Minh City

is nearly 9 million people, which is an appropriate place for Biti's to locate its headquarters and develop its products

3.1.1.2 ECONOMIC:

Vietnam is known as one of the countries with the fastest-growing economies

in Asia thanks to its economic reform policies combined with the adaptation of global trends From 2002 to 2020, GDP per capita increased 2.7 times to nearly 2800 USD/year Thanks to a solid foundation, Vietnam's economy has shown remarkable resilience in times of crisis, most recently the COVID-19 pandemic In 2020, Vietnam

is one of the few countries that recorded positive GDP growth when the pandemic broke out However, the Delta variant has caused a shock for Vietnam, Vietnam's economic growth forecast in 2021 is only 2-2.5%, 4 percentage points lower than the world average

3.1.1.3 NATURAL:

Currently, the situation of the Covid-19 epidemic is becoming more and more complicated Although there are vaccination and isolation measures according to the government's handling, it is still fearful for Vietnamese people That's why people are paying more and more attention to health and environmental issues According to a report on sustainability by market research company Nielsen, up to 86% of Vietnamese consumers are willing to pay more to buy products from companies that have a positive impact on society and the environment school Compared to the Southeast Asian region's average of 76%, Vietnamese consumers have the highest social and sustainable development spirit in the region

3.1.1.4 TECHONOLOGICAL:

In the era of 4.0 technology, people have more access to different cultures, that's why the fashion style of Vietnamese people is constantly changing Especially young Vietnamese become more interested in technological reforms in the surrounding life That is also one of the reasons why businesses race with each other in product research and development This helps to create unique product lines with many

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different fashion styles or different technologies continuously In particular, in the shoe industry, new technologies launched in recent years are Boost (Adidas), Air Max (Nike), Zoom (Nike), Phylite foam (Nike)

3.1.1.5 CULTURAL:

Vietnam is a nation famous for its patriotism, solidarity, creativity, pride, and national pride Therefore, Vietnamese people often prioritize using Vietnamese goods, according to statistics of the Department of Domestic Market (Ministry of Industry and Trade), Vietnamese goods now account for a high percentage of distribution facilities of domestic enterprises (over 90%) This is an advantage for f Biti's in launching new products and bringing high-quality Vietnamese products to the world market

Biti's operates in the market with two main forms: franchising for businesses and selling directly to consumers The goal is to provide customers with a product of good quality, durable, and at a reasonable price provides a wide range of products from sandals, sandals to all kinds of sports shoes with specialized functions suitable for users

The following table will analyze more clearly how Biti's solves customer problems, helping businesses come up with a specific product strategy and at a reasonable cost With specific and clear orientations, Biti's can offer a quality product

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and attract the attention of target customers Besides, the product is capable of competing with other brands in the market

Table 3-1: Customer needs and corresponding features

sports needs of customers in this sport

Over 45 years | - Good quality | - The product is equipped with new technology, old product with a leg-hugging design and good quality fabric,

- Safe design | besides the durability of the product is the part that

to limit injury | Biti's is always appreciated by customers (Which

makes customers trust and choose products)

3.2 SWOT:

3.2.1 STRENGTH:

* High durability has gained a lot of trust and reputation for customers

¢ Bitis products are very diverse to suit the needs of all ages and all classes

¢ Price and quality are suitable for the Vietnamese people's strong-wearing mentality

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» Modern factorles, machinery, and equipment Besides that Biti`s also has a young design team who catch trends very quickly and many skilled workers (8500 employees)

« There is a message "Nang niu ban chan Viét" - embrace Vietnamese feet

3.2.2 WEAKNESS:

¢ Sales and customer care are not focused on by the company

« Launching too many products (many different lines) some lines are easily blurred

¢ Wide distribution system throughout the country => Difficult to manage (1500 agents, 7 centers)

3.2.3 OPPORTUNITY:

¢ The market in Hanoi and Saigon has a large enough scale and high growth rate

« Vietnam has a young population of over 50%

¢ Vietnamese labor is low-cost but highly qualified

« Ifthe design is improved, it can completely compete with Chinese products

¢ Biti’s can hire foreign designers because Biti's has great resources

3.2.4 THREAT:

¢ Direct competitors are Chinese footwear manufacturers, they are constantly changing and especially low prices (which is suitable for average living standards)

« The design team is young, inexperienced

¢ Fake shoes, low prices, beautiful designs but poor quality are rampant

« Many strong competitors because footwear is a growing, highly profitable industry

3.3 COMPETITION:

3.3.1 COMPETITORS OF BITTY:

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Vietnamese consumers are constantly updated with new and unique fashion shoe trends, so more and more foreign brands are imported into Vietnam, besides that, brands are constantly releasing new products with new technologies and fashionability to attract their customers The main competitors of Biti's today are:

3.3.1.1 DOMESTIC:

Asia: Asia Co., Ltd., established in 1994, is famous in the market for its Asia shoe product line With a price of less than 50000 VND, Asia shoes are attractive many Vietnamese consumers The product has won the title of High-Quality Vietnamese Goods voted by consumers for many years in a row

Thuong Dinh: After nearly 50 years of construction and growth, the Thuong Dinh Shoes brand has been known and preferred by many consumers for regular use This is reflected in the figures of production and consumption growth over the years, through awards (TOPTEN product, the most preferred product by consumers, Hanoi gold award, Hanoi gold cup, etc.) .) That has proved that the value of the Thuong Dinh Shoes brand is extremely great, and has won the trust and preference of

consumers

Ananas: Ananas is an emerging shoe brand in the Vietnamese market in recent years The main products are vulcanized shoes (vulcanized rubber shoes), Vulcanize has a classic shape with rubber soles, minimalist design This type of shoe has been around for more than a century but is still very popular and has never been forgotten

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Adidas: Adidas is a multinational corporation from Germany Adidas always takes care of each of its products with the application of many modern technologies for products (BOOST Technology, Springblade Technology, Primeknit Technology) thereby attracting many customers around the world Consumers know Adidas with its delicate design, lightweight, durable, comfortable to move without worrying about occlusion, foot pain and for all types of customers: men, women, children

Nike: Nike is one of the largest shoe manufacturing companies in the world and spends the most on communication activities With the brand's face as famous figures

in the sports field (Michael Jordan, Cristiano Ronaldo, Kobe Bryant., ), this has inspired many people in the world to play sports and own a pair of Nike shoes The Nike co-founder once shared: "A shoe has to have three things, It has to be light, it has to be comfortable and it has to go a long way." Therefore, Nike is famous for providing professional sports products in the market

3.3.2 COMPETITORS OF BIT?S HUNTER BLOOM:

3.3.2.1 DIRECT COMPETITORS:

@® Vans: all classic vans product lines

« This is a skate shoe company founded in California (USA), with a long-standing name in the fashion world thanks to its durable quality and simple design

* Price: From 1.500.000 VND

» The simple design is easy to coordinate with a variety of colors to help consumers have many choices

@ Ananas: all Ananas product lines

« This is a skateboarding shoe company that was established and has a production line in Vietnam Ananas' target customers are young Vietnamese, low- and middle-income They are people looking for diverse, trendy, and affordable products Ananas is famous for its unique design but extremely affordable price

¢ Price: From 400.000 VND

Many unique designs and diverse colors meet the needs of young Vietnamese people looking for something new

@Ø Adidas: Adidas running and Adidas Boost product lines Adidas is the 2nd largest sports equipment manufacturer in the world Established

in Germany Adidas running products come with advanced technology and beautiful design, aiming for the best experience for sports enthusiasts and sports enthusiasts

Price: The price is quite high compared to the income of Vietnamese people (from 1.400.000 VND for running lines, and 3,000,000 VND for Adidas Boost lines) Adidas is committed to bringing durable and good-quality running shoes to consumers Besides, Boost technology is highly appreciated in the field of running in particular and sports in general (lightweight, durable, and good energy return)

@ Nike: Nike Zoom product lines

Nike is an American corporation specializing in the production of sports-related goods Nike focuses on innovative technologies for the sports field with eye- catching designs that attract young people/sports lovers

Price: From 1.500.000 VND

Nike Zoom comes with technology (Zoom technology) considered Nike's most successful as well as extremely modern design Zoom technology is designed for runners with a powerful energy return (run faster, save fitness on long runs)

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Thượng | Ananas Vans Adidas Nike

Dinh

Product line | Sports Allline | Classic line | Adidas Running | Nike Zoom

line & Adidas Boost

Specialize | Running Skating Skating Running Running Technology - - - Boost (light, soft | Zoom (Have

and durable) the ability to

resonate

energy) Product High - High - High - High - High Quality | Durability | Durability | Durability | Technology Technology

- Diversity | - Simple - High durability | - High inmodels | Designs Durability

& colors - Diversity in

colors and models Price - From - From - From - Running line: | - From 100.000 | 400.000 1.500.000 From 1.500.000 | 1.500.000 VND VND VND VND VND

- Boost line:

From 3.000.000 VND

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3.3.2.2 INDIRECT COMPETITORS:

Ø Sandal:

The sandal is a line of products that is chosen by many Vietnamese In recent years, sandals have gradually returned to fashion as young people gradually come up with unique ways to wear clothes, such as bringing the trend of wearing sandals with socks The combination of all with sandals makes the fashion style not boring and is the priority of the majority of young people

Some famous brands in Viet Nam: Đông Hải, Juno, ZX, Sondo

® Slide/flip-flop:

Like sandals, slides are extremely familiar with the life of Vietnamese people Nam because of the comfort it brings Recently, the influence of the Covid pandemic has changed the dressing habits of most people, and people tend to love simplicity and comfort And slides/flip-flops become a reliable choice The style of mixing sandals with socks of global stars around the world (Justin Bieber, Kanye West, Kendall, .) has made young Vietnamese people see slides/flip-flops as a fashion accessory

Some famous brands in Viet Nam: Crocs, Nike, Adidas, Juno,

« The knitted neck provides a soft, non-constrictive feel, good sweat absorption

® Biti's Hunter Bloom upper (body):

¢ Solid knit upper

* Lightweight, minimizing unnecessary plastic details, making the shoe fitter

¢ High strength, comfort, and performance

@ Biti's Hunter Bloom soles

« Shoe soles developed with Bloom technology

* Bloom technology: Made of Pebax material, lightweight as foam but smooth and extremely durable Relatively reduce the weight of the midsole

4.0 MARKETING STRATEGY:

41 OBJECTIVE:

First-year objectives, raise customer awareness about the newest technology

of Biti’s and the presence of Biti’s Hunter Bloom and achieve the unit sale volume

Demographic State/ City or Village City or Village City or Village

Province

Demographic Income | Low or middle High income High income

income Psychographie | Personality} Active, like Patience, elegant, | Patience, closed-

new things, careful minded strong

personality

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