marketing management topic marketing plan bitis allbe transformation shoes

Mission: The company is committed to constantly improving and improving the quality of product supply to better meet the increasingly high and diverse requirements of customers, just as

MINISTRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING

FACULTY OF MARKETING

MARKETING MANAGEMENT TOPIC: MARKETING PLAN BITI’S ALLBE

TRANSFORMATION SHOES

GROUP 4 CLASS: CLC_20DMA08

Ho Chi Minh City, November 2021

MINISTRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING

FACULTY OF MARKETING

Lecturers: Dang Huynh Phuong

Class: CLC_20DMA08

Students: Bui Thanh Chuc 2021008416

Vo Vuong Kim Ngan _ 2021008490 Doan Gia Khanh Nhu 2021008511

Le Thi Ha Vy _ 2021008594

Ho Chi Minh City, November 2021

CONTENTS

MARKET AND PRODUCT 5

1 PROJECT OVERVIEW 5

1.1 About Biti’s 5

1.2 About Biti’s AllBe 5

2 MARKETING ENVIRONMENT 6

2.1 Micro environment 6

2.2 Macro environment 6

3 MARKET RESEARCH 7

3.1 Research issues 7

3.2 Research objectives 7

3.3 Research tools 7

3.4 Research methodology 8

3.5 Research report 8

4 SWOT ANALYSIS 9

4.1 Strengths 9

4.2 Weakness 9

4.3 Opportunities 9

4.4 Threats 9

5 STP STRATEGY 10

5.1 Segmentation 10

5.2 Targeting 12

5.3 Positioning 12

MARKETING CAMPAIGNS 13

1 GOALS 13

2 MARKETING MIX 13

2.1 Product 13

2.2 Price 14

2.3 Place 15

2.4 Promotion 16

MARKETING TIMELINE 21

FINANCIAL DISTRIBUTION PLANNING 22

REDUNDANCY CAMPAIGNS 25

1 Forecasting emergencies and serious events 25

2 Improve brand value 25

Effective activities from advertising investment sources, public relations 25

Control, promote and improve the efficiency of distribution channel operations 25

REFERENCES ………26

MARKET AND PRODUCT

1.1 About Biti’s

Biti's (Binh Tien IMEX CORP., PTE., LTD) is a brand specializing in manufacturing shoes and sandals in Vietnam, established in District 6, Ho Chi Minh City in 1982 Biti's was originally two small cooperative groups Binh Tien and Van Thanh located in Ho Chi Minh City Operating with the slogan “Biti’s nâng niu bàn chân Việt”

Vision: Deciding to build a vision and affirm the appearance to develop Binh Tien Consumer Goods Manufacturing Co., Ltd into a strong and growing company not only in the country but also around the world leading position in Vietnam and actively integrating with the world, becoming a large consumer goods manufacturing company in Asia

Mission: The company is committed to constantly improving and improving the quality of product supply to better meet the increasingly high and diverse requirements of customers, just as the meaning of Biti's brand identity "reputation-quality" builds long-term trust for all customers

Core values: Prestige is at the forefront, quality is guaranteed, innovation is constant, all working together to create profits, promoting the development of the company and contributing to building a rich and strong company

1.2 About Biti’s AllBe

“Ready for the next level?”

Are you ready for a new vision? A pair of shoes that have never appeared or appeared in Vietnam? The first time you can design your own shoes every day? Special shoes because of the integration of modern Led screen technology? It can only be Biti's AllBe

Biti's AllBe is the pride of Biti's Vietnam's young creative and production team during 8 months of ideation and implementation Eight months is not too long a time, but it is enough for the product to be launched in the best possible way

We see “Biti’s AllBe” like a breath of fresh air interspersed with Biti’s shoe collection creating the most impressive overall look Biti's AllBe has a special mission to be able to create a delightful companion on your way

We're creating a shoe that includes an external display that can change images With it, you can customize the look of your shoes to match the outfit that day This uniqueness ensures that you are always the center of attention when you step foot

on the street

2.1.2 Suppliers

Biti's raw materials are often imported from Taiwan, China, and South Korea Currently, raw materials are becoming scarce, forcing Biti's to look for higher-priced supplies, which makes Biti's competitiveness somewhat reduced

2.2 Macro environment

2.2.1 Economics environment

The economy in Vietnam is still in the developing group, but in big cities such as HCM, Hanoi, or Da Nang, people's living standards are increasing and incomes are gradually improving Allbe with a unique design will still have a price that is suitable for the economic situation of most Vietnamese people

2.2.2 Technology environment

Currently, Vietnam's industry is developing more and more modern, which makes it possible for a technological shoe like AllBe to be fully produced and developed here

2.2.3 Politics environment

Vietnam's economic management system has many shortcomings The phenomenon of corruption and bureaucracy is still rattling hindering However, the legal system, especially the Law on Enterprises, has made positive changes Businesses today are not only interested in profit but also pay attention to social issues, which is the challenge of Biti's in general and AllBe in particular

3 MARKET RESEARCH

3.1 Research issues

These days, appearance is more interesting and focused than ever before As a result, shoes not only serve a functional purpose of being worn, but they also serve

a fashion or personal expression function

There are many famous shoe manufacturers in the market, and more and more models of shoes in diverse colors are updated every day Therefore, the issue of researching the need for Biti's Allbe shoes was carried out by the team to assess the feasibility of the product and the level of acceptance of the product in the market

3.2 Research objectives

Exploration objectives:

- We determined that Biti's AllBe shoes are exactly the product that customers are looking for

- How much consumer reaction there is to the product on the

- Brand awareness and brand knowledge among customers

- The level of market acceptance for the product

Described target:

- Determine the customer's shoe needs

- Learn the tastes and extent of the impact of shoe design on the customer's purchasing decision

- Customers will only pay for the product at this price

Test objectives: Does the change affect customer behavior?

3.3 Research tools

Survey slips, questionnaires The questionnaire is quoted in the appendix The main research instruments in the course of the study include questionnaires and mechanical instruments During the new product research, the team selected the questionnaire tool to gather information because the questionnaire was the most common tool for collecting initial data

The questionnaire includes open-answered questions and closed questions (questions with pre-answered answers) with the number of choices for answers that can be one (single answer) or multiple answers The questionnaire is built quantitatively, to see consumer needs, reactions, and thoughts in a certain way The questions must be arranged in a logical order And the questions ranged from simple to complex, and using simple words to answer could be easily answered during the survey

3.4 Research methodology

Preliminary research was conducted through a method of quantitative research

by finding documents and information online about Bitis, especially Biti's hunter shoes, then synthesizing and building an official questionnaire to collect quantitative data Formal research is conducted through quantitative research by collecting data in a survey by questionnaire and in-depth interview (offline) In addition, the group also collects information from a survey on Google Form (online) From that quantitative research data, the data collected (offline) will be processed using SPSS software From those two datasets, we will evaluate the actual results and conclude

3.5 Research report

a When did you decide to buy shoes?

With this question, the team better understands the shoe-buying behavior of the subjects surveyed

The majority of buyers when the product matches the preferences accounts for 70.4% in KS online and 65.9% in KS offline, which shows that this opinion is subjectively dependent on the customer preferences that require the design team

of the company Next, the number of online KS votes to buy when there is a promotion, accounting for 13.9%, is also understandable because, according to the Nielsen Survey, Vietnamese consumers are the most promoted buyers in the Asia-Pacific region

Vietnam has the highest number of shoppers interested in promotions, with 87% regularly buying promotional goods, compared to an average of 68% for the region

b Do you know about Biti's Hunter?

According to the survey, up to 100% of the "Yes" answers in offline KS and 88.8% in KS online, show that the advertising or communication activities of Biti's Hunter products are quite effective This result makes the survey more accurate than the majority of young people who know Biti's Hunter products

c Do you think Biti's Hunter is a quality product?

Most of the respondents were "satisfied" with the quality of products when accounting for 46.8% of online KS and 61% of offline KS, besides having a

"Completely satisfied" opinion with 36.6% of offline KS, 23.9% of online KS, and the remaining "No opinion" There were no "dissatisfied" or "completely dissatisfied" choices This is a very optimistic result about the quality of Biti's Hunter, but it is not popular, partly because of the design

4 SWOT ANALYSIS

4.1 Strengths

- This is an outstanding product, different from competitors Affirming that the core competencies are outstanding innovation in technology and superior quality

- High quality products, trusted by many people

- They have modern, diverse factories and machines Many flexible marketing strategies that capture trends quickly

- The company's brand marketing is effective It's slogan: "Biti’s nâng niu bàn chân

- Qualified and sustainable human resources that are always well- trained Bitis is

a private enterprise with the most complete and clear sense of human resource development

4.2 Weakness

- The products are not too suitable for vigorous exercises such as professional sports arenas

- The product has a relatively high price and is not suitable for low-income people

- The product needs to be charged before use, which is quite inconvenient compared to traditional sneakers

- The sales and customer care departments are not too focused

- Biti's AllBe distribution stores are few and far from over, especially at the early stage

- The AllBe product warranty is quite complicated and has many limitations

4.3 Opportunities

- Global technology trends in general and Vietnam in particular are growing and modernizing Vietnam is experiencing the 4.0 revolution More and more consumers prefer high-tech products in order to keep up with the times And the company's products perfectly meet that

- The product is a step forward in science These are sneakers that integrate unique technology unprecedented in the Vietnamese market

- The demand for creativity, innovation, and self-affirmations of consumers, especially young people, in the Vietnamese market is very high The product captures and makes the most of this need

- Vietnam has a young and dynamic population structure This is an opportunity for Biti's AllBe when the product focuses mainly on young people

- Priority is given to the use of Vietnamese goods

4.4 Threats

- The situation of the COVID-19 epidemic in Vietnam has affected economic life and restricted movement Sneaker products have also encountered obstacles

- Some competitors or the press may transmit false information about the

product such as risks faced when applying the technology to footwear

- Many strong competitors, such as Nike and Adidas,

5.1 Segmentation

5.1.1 Demographic

Age From 7 to 15 years old

Teenagers already have their own interests and opinions

Parents will be convinced and buy sneakers for their kids depending on their child's preferences In particular, the preferences of children are susceptible to mass information

Outstanding images and interesting features with visual attraction will attract the children effectively

From 16 to 35 years old

They almost always go to buy and pay for the product

themselves In general, Vietnamese youth have fashion trends and want to assert

themselves This is also the age that determines the image of your body the most They are attracted

to new things and beautiful designs They like special products with their own identity that suit their aesthetic taste A very common phenomenon in the psychology of young people is that they tend to imitate the person they love They will run after the product promoted by those reference groups Others followed the trend

economic growth is rapid, and some remarkable economic achievements have been achieved People at the upper middle and rich class (Grade B and A) are the subjects that AllBe wants to target The segment of consumers is shown as follows

World Bank estimates show that "Vietnam's middle class currently approximates the population of some countries in the "Four Asian Tigers" group combined This means that the Vietnamese market has great potential for high-end items such as AllBe:

(The number of middle-class and well-off households in Vietnam)

(The middle class and well-off (thousand households) AllBe mainly focus on large urban areas in Vietnam It will first be sold

in Saigon and Hanoi, which have the most middle- and upper-class residents in Vietnam

Profession The career market segment is divided into 5 main segments:

students, arts activities, content creation (YouTube/TikToker/Streamer), and office workers

5.1.2 Psychology (Life style)

❖ Based on the Vals model:

People with relatively high resources (especially in terms of dynamism) They are motivated by a sense of self-expression, want to be out in the crowd, and a

unique pair of sneakers like AllBe will easily grab their attention They are very active, enthusiastic, and full of "youth" They seek diversity and dare to face the new and risky In particular, AllBe is geared towards entertainment and partying, giving them the opportunity to add "prominence" on the dance floor They are very strong shoppers in the fields of fashion, entertainment, and technology, especially in line with AllBe's fashion technology products

❖ Based on Robert Starch Worldwide's global lifestyle segment:

- Fun seekers: are people who like to face risks and like to experience novel products in search of joy and excitement They like electronic media, and they like to go to bars There are many young people of this type in Vietnam They won't miss a novelty product like AllBe

- Creatives: Interested in technology? Use the media a lot They are at the forefront

of technology They will consider collecting a pair of quality fashion shoes like AllBe

5.2 Targeting

From 18 to 32 years

old

Major cities: HCM, Da Nang,

Can Tho and Hanoi

Middle class to upper

class

Content creators,

students

Experiences Fun seekers (especially love

partying and technology)

Creative, like to express

yourself

5.3 Positioning

Shaping the Allbe brand will be a high-tech fashion accessory that helps consumers express their ego, similar to other advanced products

MARKETING CAMPAIGNS

1 GOALS

- Success launch product

- Sell 10,000 pairs of shoes

- Access 10 million customers

- Make a big impression with the product launch

Materials:

Upper: use antibacterial PE fabric helps limit odors and mold Multi-layer lining structure combines thick and smooth foam

Insole: use 3D molding technology made by EVA rubber, according to the shape

of the foot, hugging and positioning well, avoiding slipping when exercising

strongly Combined with antibacterial elastic material, it helps to absorb sweat, limit odors and mold

Outsole: made by EVA rubber and R.E rubber , which is much more flexible and lighter than traditional rubber, but still ensures resistance to abrasion and impact Shore fit, smoothness and good bounce help protect and support the foot

Weight of shoes: about 300g

Connect app: Use to change the images that will appear on your shoes The images that appear could be available on your phone or you can download them from the image store in the app