UNIVERSITY OF EINANCE - MARKETING FACULTY OF MARKETING — t-@&C ]@»s@-—-—- TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING FINAL EXAM
MARKETING MANAGEMENT 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
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Table of Contents
1.0 2.0 2.1 2.2 243 3.0 3.1 3.1.1 3.1.1.1 3.1.1.2 3.1.1.3 3.1.1.4 3.1.1.5 3.1.2 3.2 3.2.1 3.2.2 3.2.3 3.2.4 3.3 3.3.1 3.3.1.1 3.3.1.2 3.3.2 3.3.2.1 3.3.2.2 3.4 4.0 4.1
Executive Summary: 4
Introduction: 4
History of establishment and business activities of Bitt'S: 0.0 cccecccceeseseetseteees 4 088 ï 0 5 0à 00s 00v 5 Situation Analysis : 5 0/65 <2830an ri 00777 Ö Ö ` -.-+£1lẰÍa 5
Demographic: Economic: Natural: Techonological:
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Trang 34.2 4.2.1 4.2.2 4.2.3 43 4.3.1 4.3.1.1 4.3.1.2 4.3.1.3 4.3.1.4 4.3.2 4.3.3 4.3.3.1 4.3.3.2 4.3.4 4.3.4.1 4.3.4.2 4.4 4.4.1 5.0 6.0 7.0 7.1 7.2 7.3
la 15 SEGMENTATION: c1 ve 15 I1 (C200) SA 16 9509/9006 .ằ 17 Ra NINH 17 PTOUCE: nhìn nh ghe 17 EUTCIOH: nh nh HH HH HH HH 1e, 17 D€SIØN: ch HH HH HH2 111111 18 PackagIng: ch HH HH H10 Hee 18 WWATTATẨY: cà Làn HH HH HH HH HH Hải 19 PTICG: nh HH HH Hà HH Hà Hà HH H211 19 Place: Franchise, Biti’s agent (Sele€fIV€) che e 20 ro nh 20 600100 0n 20 PTOInOẨIOH: th nhà HH HH H11 121221111 20 00 20 8ì) 0 21 Marketing ÌMIX: 2 11 219 91021911 1101111111111 01 H1 HH TH HH Hà HH 22 i0 1100 ố 22 Financials: 27 Control: 27 Appendix: 29 Profitability COnITOÌ: 2 2211 11211 11 111101211111101111 0111111101111 E11 1H kh 29 plagiarism cheek: ác 2c k1 2112111112101 1111 128110110111 11 1111110111110 11 1x yết 31 štici vs AA aA.a ẼẽẼẽ 31
Trang 4Table:
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
I0 20 22
Table 6-1: Risks and Solutions 2.00.0 28
Table 7-1: Expected costs and revenue oo ccc ceceeceeeeeeeteesceeeeeeneenesneseeeetnesnesaeees 29 Table 7-2: Promotion budget 0.0000 ccc cc eecceceecseeceeeteeeeeeeeeeseescnesneseeeeeneeseeeeenesnesaeees 30 Figure Figure 4-1 :Color pattern of Biti’s Hunter BÏoom . ¿252222552222 18 Figure 4-2: Sample of the box decoratIon - - - : 2: 22122012211 121 1121115111511 se 19 Figure 7-1: Plagiarism Check an 31
Member contributions
Trang 51.0 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 2.0 INTRODUCTION: 2.1 HISTORY OF ESTABLISHMENT AND ~— BUSINESS ACTIVITIES OF BITT'S: Established in 1982 (From two production complexes Binh Tien and Van Thanh at Binh Tien Street, District 6, Ho Chi Minh City) 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
Trang 6America, 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
3.0 SITUATION ANALYSIS :
3.1 MARKET SUMMARY: 3.1.1 MACRO ENVIRONMENT:
3.1.1.1 DEMOGRAPHIC:
As of December 13, 2021, the population of Vietnam is 98,523,689 people, ranking 15th in the world population rankings Especially, Vietnam is in the period 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
Trang 7is 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
Trang 8different 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 3.1.2 CUSTOMER’S TREND: Athletics is the second most popular sport in the world, and so is Vietnam Therefore, this is a potential market that sports businesses always target Especially during the covid-19 epidemic, the trend of running and exercising is gradually increasing It can be said that in the past few years, the jogging activities in Hanoi and many other provinces and cities of our country have developed very strongly This is also the reason why we proposed the development strategy of running shoes for the Biti's Hunter brand
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
Trang 9and 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
Targeted Customer Corresponding Features/Benefits Segments needs 18-30 years Trendy - The product is equipped with diversity in colors old products along with a simple and easy-to-custom design to help the shoes match the personality of the customer - Besides, this is a pair of shoes specializing in running sports 30-45 years Products - The product is designed specifically for the old suitable for |running sport, providing features that meet the
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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Trang 10» 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: