On the other hand, because the State does not impose any technical restrictions on the importation of footwear products into the Vietnamese market, it is also one of the factors contribu
Overview
About Biti’s
- Biti’s, also known as Binh Tien Imex Corp, Pte., Ltd, was founded in Ho Chi Minh City in 1982 It was the leading manufacturer in Vietnam's footwear industry and the first company that success in promoting Vietnamese footwear products worldwide
- Since its publishment, Biti’s were popular in Vietnam and other Southeast Asian nations for its durable and high-quality products
- Biti’s sets a significant value on design and innovation, and it has a committed research and development staff that seeks to create shoe designs using modern technology and materials The company also utilizes the use of environmentally friendly products and production techniques whenever possible
- With more than 200 locations around Vietnam, Biti’s has a significant domestic presence and developing international sales in nations like Japan, Korea, and the
Biti’s products
- Biti’s offer a varied range of products, from athletic shoes, casual shoes, sandals, and slippers for men, women, and children, all are available at stores - The company had great success with sandals and slippers Since the products launched, Biti’s slippers and sandals have been used in almost every household, associated with the childhood of many generations
- However, the Biti’s Hunter collection is the one that received the most recognition for Biti’s efforts in refreshing their brand image
- Biti’s Hunter is a popular athletic shoe that is designed for running and other sports It features a lightweight and breathable design, as well as Biti’s "Air
Cushion" technology for added support and comfort.
Biti’s development
- 1982: Biti’s is founded by Mr Tran Van Thoi, who starts the business by producing and selling slippers in local markets
- 1986: Mr Vu Khai Thanh and his wife took over Binh Tien Group and merged it with the already-existing organization to form Binh Tien Rubber Cooperative The business then concentrates on developing a range of premium footwear products for the domestic market as well as for export to Eastern and Western Europe - The 2000s: Biti’s witnessed a dramatic fall in sales because of the strong influence in the domestic market of foreign brands such as Nike, Adidas, and Puma,
Since 2016, Biti's has undergone a comprehensive transformation in its marketing and commercial strategies to align with evolving consumer trends and demands Through this strategic shift, Biti's has successfully regained its position as one of the leading shoe brands in Vietnam.
Vision and mission
- Vision: Offering fashionable, reasonably priced footwear that satisfies consumer demands in Vietnam and around the world is Biti’s' message The company has many slogans that emphasized its determination such as
- “Embrace Vietnamese’s step” which shows its appreciation to customers in their home country and their desire in making a Vietnamese brand become worldwide popular as competitors like Nike or Adidas
- "Start a Biti's life" highlights its commitment to offering footwear that is not only functional but also stylish and enjoyable
- Mission: Biti’s wants to develop new products and broaden its product line while being committed to sustainability and high quality They aim to create distinctive and advanced footwear designs that appeal to younger customers
- Besides concentrating on product development, Biti’s is devoted to supporting communities The company has organized several charity projects, including giving away free shoes to Vietnamese children from impoverished families and supporting environmental preservation.
Overview of Vietnam's sneaker industry
How big is Vietnam’s sneaker industry?
Vietnam's footwear industry holds a prominent position, ranking among the top four nations globally in shoe and footwear production This sector boasts an impressive average annual export value exceeding $10 billion USD, highlighting its significance in the international market.
Difficulties and Opportunities for Vietnam’s sneaker market
However, since products from abroad hold a 60% market share, the market for
"domestic" shoes and sandals is being left unexploited Since the production of
"domestic" goods requires significant investment and high inventory risk At the same time, the market size is small, and domestic consumers' support does not appear to be sufficient to ensure that "Made in Vietnam" shoes and sandals dominate the market
The Vietnam Leather-Footwear-Handbag Association claims that because there hasn't been adequate planning for the development of ancillary industries, the leather and footwear industries have long been predominately outsourced and domestic businesses haven't been able to take the lead and improve the value added to the raw material supply chain and lessen reliance on imported raw materials
On the domestic market, there are about 150 million pairs of shoes consumed each year Nevertheless, this is still an insignificant amount and the market primarily consumes "Made in Vietnam" footwear products in the low-end price ranges Mid- and high-end goods are available, but they are few and are still not as quality as leading international brands According to industry experts, the domestic market for footwear products is small in terms of both market size and consumption volume, but it still requires domestic market investment This is why there hasn't been much of a change in domestic footwear product consumption As a result of the size of the design, the quick capital turnover, and the high inventory capacity, numerous business risks could arise
As a result of China's abundant supply of raw materials that completely satisfies the needs of businesses, as well as their ability to change models quickly, "domestic" footwear products are also subject to fierce competition from products imported from China On the other hand, because the State does not impose any technical restrictions on the importation of footwear products into the Vietnamese market, it is also one of the factors contributing to the competition that "domestic" footwear products face disparity in the "home yard" versus imported goods of the same type… b Opportunities
In fact, the trend toward domestic footwear consumption offers industry businesses a good opportunity to increase profits, promote production, promote product consumption, and compete with imports of products in the same segment Over 10 million pairs of shoes and sandals will be consumed each year as the average consumption rises by about 8% annually in the upcoming years At that time, the domestic market will offer plenty of chances for manufacturing businesses in the sector to grow.
Difficulties and opportunities for Biti’s
In light of the aforementioned ambiguous and dependent situation, Biti's, a 100% Vietnamese footwear company, has emerged as a ray of hope for the domestic manufacturing industry after making an impressive comeback in recent years Since its founding in 1982, Biti's has consistently accompanied the 7x and 8x generations while dominating the domestic market with traditional sandal models Biti is in danger of losing market share as the Vietnamese economy gradually becomes more open to the entry of foreign companies As a result, Biti's CEO must take on the challenge of guiding the business through the process of rebranding, reviving Biti's return to young consumers, and continuing to "take care of Vietnamese feet."
Market research
Macroenvironment
Accordingly, Vietnam's GDP in 2023 will be approximately $435.59 billion based on the 6.5% growth projection made by the ADB (the GDP in 2022 will be $409 billion based on data from the General Statistics Office) Vietnam's economic growth is anticipated to reach 6.3% in 2023, according to a World Bank (WB) Review report released on March 13 As a result, Vietnam's per capita income will be nearly twice as high by 2030 as it is today, and eight times higher by 2050
There is a greater need for fashion-oriented goods like shoes and clothing in addition to necessities when citizens’ income increases b Cultural environment
It is believed that the younger generation aspires to create their own unique language through aesthetics It is important to view streetwear as a movement rather than a trend because it is a cultural phenomenon According to the fashion industry, the younger generation and other fans of popular culture are known to wear sneakers as trendy, casual clothing Streetwear is more than a passing trend in casual attire for Gen Z Whether or not sneakers remain in style is irrelevant; what matters is the mindset that has supported the growth of the popular culture
Street fashion and sneaker culture have become mainstream over the past decade, and this has served as a rallying cry for Gen Xers Men in the Gen X generation have experienced this phenomenon the most profoundly →
Consumers today want to be able to express their sense of style while still dressing comfortably, as they are now capable of being tastemakers c Technological environment
Due to the pandemic, shoppers have shifted significantly to online shopping Consumer preference research revealed that the ease of online shopping (53.33%) was the most important factor 90% of consumers browse the internet for 0 to 5 hours to purchase online Customers no longer need to physically visit markets and stores Having easy access to the market, expanding the market, reducing costs, eliminating the need for pricey retail locations and customer-facing staff, responding as well as boosting growing sales, and more are all made possible by online retailing
As a result of the application of cutting-edge machinery and equipment in production lines brought about by technological advancement, businesses constantly introduce new product lines to cater to a wide range of consumer needs This serves as both a drive for Biti’s Hunter to keep learning the latest advances and a pressure to constantly advance product development and strengthen market position
The creation of new materials has been one of technology's most important contributions to the sneakers industry Businesses may find it simpler to produce lighter, more durable, and more fashionable shoes with their use of new materials d Natural environment
Environmental concerns are paramount in the footwear industry, encompassing resource management, waste disposal, and climate change Climate change poses a significant threat, necessitating alterations in product design to adapt to changing conditions For example, extreme weather events may require sneakers engineered for durability and protection, achieved through innovative materials or design modifications.
Any industry can be significantly impacted by political factors, and the footwear sector is no exception These elements include laws, forms of government, the political environment, levies, and trade agreements Vietnam Government regulations may severely affect the footwear market by limiting or outlawing particular practices or goods Taxes must also be taken into account because they can raise production costs and make it difficult for businesses to compete
Finally, it's crucial to consider trade policies when examining the sneakers sector The Government may increase the cost of imports and exports to make it more challenging for companies to conduct cross-border business They might also enforce limitations on the kinds of goods that can be exported or imported, which would make it challenging for companies to penetrate certain markets f Demographic environment
Demographics can affect the Vietnam market because they can predict the most popular product categories Bitis may tailor its marketing and product offerings to specific demographic segments based on their preferences, needs, and purchasing power
For example, the company may target younger consumers with trendy and fashionable designs while offering more classic and comfortable options to older consumers It may also consider the purchasing power of its target audience, offering more affordable options in regions with lower average incomes
By analyzing demographic trends such as the aging population and growing health consciousness, Bitis gains insights to inform its business decisions This knowledge enables the company to develop footwear specifically tailored to meet the evolving needs of these demographics, such as designing supportive and comfortable shoes for older individuals or those with foot ailments.
Overall, understanding the demographic environment is a crucial aspect of Bitis' market research and product development strategy, allowing the company to stay relevant and competitive in the footwear industry.
Microenvironment
- Biti's has a charter capital of VND 270 billion
- The production line is applied with modern technology
- Coming from a famous brand in Vietnam, Biti's human resources and potential are quite strong With the purpose of becoming a Vietnam's leading footwear brand, Biti's boldly spent 5 million USD to invest in technology and machinery and 3 billion VND for the Marketing campaign
Biti's prioritizes its diverse workforce of over 12,000 employees, fostering a positive and supportive work environment across its operations in Vietnam and international markets Recognizing the value of its employees, Biti's invests in their professional development through training and advancement opportunities To maintain a competitive edge, the company offers attractive compensation packages and benefits to attract and retain top talent, positioning itself favorably against its competitor, ANANAS.
- Ethical and sustainable production: Ananas uses sustainable materials such as pineapple leaves to create its products, which can appeal to environmentallyconscious consumers
- Unique and innovative design: Ananas' products have a distinct and eyecatching design that can set them apart from other footwear brands
- Socially responsible: Ananas is a socially responsible brand that invests in local communities and supports social causes
- Limited product range: Ananas currently only offers a limited range of shoe styles and sizes, which may limit its appeal to some customers
- Higher pricing: Ananas' products are priced higher than some other footwear brands due to the use of sustainable materials and ethical production practices
- Limited availability: Ananas' products are currently only available for purchase through its website or select retail partners
- Sustainable materials: Ananas uses pineapple leaf fibres to create its products, which are an eco-friendly alternative to traditional leather
- Comfortable fit: Ananas' products feature cushioned insoles and other comfort features to provide a comfortable fit for customers
- Unique design: Ananas' products have a unique design that can appeal to consumers looking for something different and fashion-forward
- Handcrafted production: Ananas products are handcrafted by skilled artisans, which can enhance the quality and uniqueness of the products.+ Feature: Products are diverse in design and design, light and smooth, creating a comfortable feeling for users Affordable price is suitable for all classes
-Wide range of products: Blue Wind offers a diverse range of footwear products, including sneakers, sandals, boots, and dress shoes, that can appeal to a variety of customers
- Affordable prices: Blue Wind's products are priced competitively, making them accessible to a wider range of customers
- Fashionable designs: The brand offers a variety of stylish and trendy designs that can appeal to fashion-conscious customers
- Responsive customer service: Blue Wind provides responsive customer service and support, which can help build brand loyalty and trust
- Limited brand recognition: Blue Wind may not be as well-known as some established footwear brands, which may limit its reach and appeal to some customers
- Limited product information: Some of Blue Wind's product listings may have limited information about materials, construction, or other details that could be important to customers
- Limited international shipping: Blue Wind's website indicates that they currently only ship within Vietnam, which may limit their potential customer base
- Quality materials: Blue Wind's products are made with high-quality materials, such as genuine leather and durable rubber soles, which can enhance the comfort and durability of the shoes
- Comfortable fit: Many of Blue Wind's shoes feature cushioned insoles and other comfort features to provide a comfortable fit for customers
- Versatile designs: Blue Wind's products are designed to be versatile and wearable in a variety of settings, from casual to formal occasions
- Affordable pricing: Blue Wind's products are priced affordably, making them accessible to customers who may be looking for quality shoes at a reasonable price point
Sure, here are more specific descriptions of the strengths, weaknesses, and features of both imported brands (Nike, Adidas, Converse, etc.) and Chinese shoes:
INTERNATIONAL BRANDS (Nike, Adidas, Converse, etc.):
Strengths: These brands are known for their high-quality products and cuttingedge designs that are always in line with the latest fashion trends They use top- notch materials and advanced manufacturing techniques to create products that are both stylish and durable
Weaknesses: The prices of these brands are often higher than average, making them more accessible to customers with higher incomes This can limit their appeal to a wider range of consumers
Features: Imported brands are constantly evolving to stay on top of the latest trends and serve the needs of their customers They offer unique and distinctive designs that aim to set their users apart and make a statement about their identity
Strengths: Chinese shoes are often very affordable, making them accessible to customers with lower and middle incomes They also offer a wide range of styles that are designed to resemble popular imported brands
Weaknesses: The quality of Chinese shoes can be hit or miss, as there are many imitation products available that may not meet the same standards as authentic brands. This can make it difficult to know what you're getting when you purchase Chinese shoes
Features: Chinese shoes are often crafted with care and attention to detail, and they come in a wide variety of styles to suit any user's preferences They can be a great option for consumers who are looking for a budget-friendly alternative to imported brands c Marketing Intermediaries
Biti's retail presence in Vietnam is substantial, boasting over 5,000 sales points across various store models and dealership networks Notably, Biti has also established an international footprint in Southeast Asia, extending its distribution and retail channels to China, Cambodia, Laos, and Myanmar, solidifying its position as a prominent footwear brand in the region.
Social media: Biti's may use social media platforms such as Facebook,
Instagram, and TikTok to promote its products and engage with its customers The company may also work with social media influencers to reach a wider audience
Online advertising: Biti's may use online advertising channels such as Google Ads and Facebook Ads to target specific audiences and drive traffic to its website and online stores
Email marketing: Biti's may use email marketing to send promotional offers and newsletters to its subscribers and customers
In-store promotions: Biti's may use in-store promotions such as discounts, free gifts, and loyalty programs to incentivize customers to make purchases and increase brand loyalty
Events and sponsorships: Biti's may participate in events such as fashion shows, sports events, and music festivals to increase brand awareness and engage with its target audience The company may also sponsor events or sports teams to further increase its visibility and brand recognition d Customers:
Biti's diverse product line caters to a wide range of demographics, encompassing individuals of all ages and genders From toddlers and teens to young adults, middle-aged professionals, and seniors, Biti's offerings provide practical footwear solutions for every need Notably, the company specializes in children's shoes tailored for the rigors of school and play, making it an ideal destination for grandparents, parents, and others seeking durable and stylish footwear for their young ones.
- In Biti's Hunter line, Bii's target audience is teenagers, young people who are active and have a strong desire to express themselves
Biti's has expanded its global reach by exporting to 40 countries, including China, Italy, France, UK, USA, and Russia The company has gained recognition from international customers such as Decathlon, Clarks, Speedo, and Uniqlo, who trust Biti's as their outsourcing partner for large orders These collaborations further establish Biti's reputation as a reliable supplier in the footwear industry.
- At the moment, Biti’s has a great need for raw materials and resources due to the necessity to diversify the sorts of products involved in business based on quality assurance for the company's clients Although enterprises can make these materials, they cannot guarantee that they will meet Biti’s needs, therefore up to 60% of Biti’s input materials are imported from overseas, with only 40% being used domestically Currently cooperating with Biti’s there are the following main suppliers:
+ Leather: Wei Tai Leather Joint Stock Company (Company with 100% investment capital)
+Taiwan- Headquarter in Dong Nai)
+ Buttons, metal key rings: Tim Do Trading & Production Co., Ltd
+ Eyelets, plastic buckles: Trieu Phong Co., Ltd (Headquarter is located in Tan Binh district)
+ Synthetic plastic beads: Mainly imported from the Netherlands and France, in addition, the company also chooses a number of domestic suppliers, typically Vietnam Polystyrene Co., Ltd
+ Heels and soles: Tae Sung Company, Trieu Phong Co., Ltd f Publics
Social networks and communication channels are evolving rapidly, presenting both immense opportunities and obstacles for businesses in an era where news disseminates globally in seconds Recognizing this transformative landscape, Biti's has dedicated itself to community engagement through initiatives such as scholarship sponsorship and support for educational enrichment programs and social welfare initiatives.
SWOT analysis
- Brand Reputation: Biti's has built a strong brand reputation in the Vietnamese footwear market, known for its quality and reliability
- Product Innovation: Biti has demonstrated a commitment to product innovation, constantly introducing new styles, designs, and technologies to meet customer preferences and stay ahead of competitors
- Extensive Distribution Network: The brand has established an extensive distribution network with a presence in major cities and retail outlets throughout Vietnam, allowing for wide accessibility to customers
- Strong Customer Loyalty: Biti's has successfully fostered a loyal customer base over the years through its consistent product quality, customer service, and brand loyalty programs b Weaknesses:
- Limited International Presence: Biti primarily operates within Vietnam and has limited international reach Expanding into global markets could be a challenge due to increased competition and market dynamics
- Limited Product Differentiation: While Biti's offers a diverse range of footwear, there may be a need to further differentiate its products to stand out in a highly competitive market c Opportunities:
- E-commerce and Online Sales: Biti's can leverage the growing popularity of e- commerce platforms to expand its reach and tap into the increasing number of online shoppers in Vietnam
- International Expansion: Exploring opportunities to expand beyond Vietnam and enter new markets could help Biti access a larger customer base and increase brand visibility globally
- New Target social class/customer taste: The potential to tap into a previously untapped market segment, tailor products to their specific preferences and needs, and establish a strong foothold in this new customer base, thereby expanding the brand's market share and revenue potential d Threats:
- Intense Competition: The footwear market in Vietnam is highly competitive, with both local and international brands vying for market share Biti needs to continually innovate and differentiate itself to stay ahead of competitors
- Economic Factors: Changes in economic conditions, such as fluctuations in currency exchange rates, consumer spending patterns, and inflation, could impact consumer purchasing power and affect Biti's sales and profitability
- New markets and distribution channels: Increased competition from local and international brands vying for the same customer base, the need to adapt to local market dynamics and consumer preferences, and potential challenges in establishing an efficient and effective online distribution network to ensure product availability and reach.
MARKETING’S MIX 4P
Target
To harness the potential of innovation and global economic integration, the Board of Directors and Executive Board at Binh Tien HTD Production Co., Ltd have formulated a vision and brand identity aimed at propelling the company towards sustained growth both domestically and internationally The company aspires to maintain its leadership position in Vietnam while actively integrating into the global market, ultimately establishing itself as a leading consumer goods manufacturer in the Asia region.
In order to achieve the goal of "Prestige - Quality" which is true to the meaning of Biti's brand identity, building long-term trust for all customers, Binh Tien HTD Production Co Ltd is dedicated to continuously improving the quality of product supply and meeting the diverse demands of customers.
Positioning
Biti’s is known for their famous slogan "Nang niu ban chan Viet" Following this slogan, Biti's is still working on developing their brand This company has made strides in the Vietnamese apparel industry by concentrating on repositioning
The brand's positioning is focused on producing durable and comfortable shoes that can withstand tough conditions and provide support for the feet during physical activity Bitis shoes are designed with features such as breathable materials, shockabsorbing soles, and slip-resistant treads to enhance performance and ensure safety
Bitis embraces sustainability by incorporating recycled rubber into their shoe production This eco-conscious approach aligns them as an eco-friendly brand Their focus on using sustainable materials not only minimizes their environmental footprint but also ensures the delivery of high-quality footwear that meets customer demands.
In terms of style, Bitis shoes feature a modern and sleek design with a focus on functionality rather than fashion The brand's product line includes shoes for various outdoor activities such as hiking, running, and trekking, as well as casual styles for everyday wear
Biti's has achieved significant growth over the past 38 years, with a workforce exceeding 8,200, an annual production of over 20 million pairs of shoes, and a global reach spanning 40 countries Its strategic marketing approach has attracted reputable international partners such as Decathlon, Clarks, Speedo, Skechers, and Lotto, who outsource their orders to Biti's.
Biti's is one of the brands with an internationally designed logo in Vietnam, so the meaning of the Biti's logo is very important It can be said that Biti's is the first brand to have the idea of making a logo of international stature, so this brand has really reached out to the world and has become a familiar brand for many countries in both South- East Asia and East Asia Biti's logo stands out with the image of two birds flying high, expressing the brand's desire to reach out to the world The image of a bird is also a winged sail that brings Biti's boat to the international market
SLOGAN “Nang niu ban chan Viet" - “Embrace Vietnamese’s step”
Whenever mentioning Biti's, the phrase "Embrace Vietnamese's step" comes to mind right away, partially positioning Biti's as a Vietnamese product which is best suitable for Vietnamese consumers This slogan appeals to consumers' sense of pride in the country and evokes the cultural identity of the Vietnamese people
Biti's products shown excellent quality when compared to competitors
(particularly suppliers from China and Taiwan): high durability, smoothness Biti has an ISO9001 certification from the General Department of Metrology of Vietnam and the BVQI organization in the UK This is a thing that few Vietnamese shoe companies have achieved this (Thuong Dinh Company has only got the Quacertissued ISO9002 certificate)
The trend "eat well, wear durably" is beloved by Vietnamese consumers, being suitable with their mindset from past years Therefore, quality standards are the primary emphasis of the company's positioning initiatives Additionally, Biti's has made some improvements in convincing buyers that their products are "high-quality
Vietnamese goods." In comparison to other companies, the positioning based on product quality has shown high levels of innovative thinking and professionalism Biti's has applied advertising campaigns, quality-based pricing, and direct customer use to implement its positioning strategy
Biti offers a diverse range of footwear products, catering to different customer segments and preferences The brand focuses on quality, durability, and comfort, ensuring that its products meet customer expectations
- Durability: The Hunter Girl's Step is made from high-quality materials that make it strong and long-lasting This ensures that it can withstand harsh outdoor conditions and last for a long time
- Comfort: The shoe is designed to provide maximum comfort to the wearer It comes with a soft and cushioned insole that provides excellent support to the feet and minimizes fatigue The shoes also have a breathable upper that allows air to circulate, keeping the feet cool and dry
The footwear's traction capabilities are engineered to excel on diverse surfaces, allowing for seamless navigation regardless of terrain This design empowers wearers with unwavering stability and confidence, preventing slips and ensuring effortless movement across any path.
- Stylish: The Biti’s Hunter Girl's Step is available in a range of colours and designs that are both stylish and trendy This makes it ideal for girls who want to look good while enjoying outdoor activities
For outdoor enthusiasts seeking mobility, the lightweight design of this shoe proves advantageous Its manageable weight allows for effortless movement, making it an ideal companion for activities like hiking, trekking, and camping The shoe's portability empowers wearers to navigate trails with ease and agility, ensuring a comfortable and efficient outdoor experience.
Marketing plan
Customers’ insight
- Women have traditionally been defined as having to balance work and family ever since and they often have to face a lot of pressure and prejudice from family and society about marriage and childbearing
- Women are expected to play a supporting role, being behind the success of men This mentality is ingrained in every woman, preventing them from shining on their own
- However, as the feminist movement has expanded and the public has become more aware of it, the way that people in Vietnam view women has gradually changed Today's women are no longer limited to household duties; they are free to pursue their careers and do whatever they want
=> Therefore, Biti’s started the campaign “Girls' Steps: Towards the Sun” (on March
+ To create a society without any discrimination and injustice in the future, we must educate the young generation, especially girls about their value.
=> Biti’s focuses on the problem's root and changes the conceptions of children's upbringing
=> They release many unique collections that aim to support and empower young women to pursue their passions and dreams, and to break down gender stereotypes and barriers.
Big Idea
+ #ChangeYourGirlsDestiny - This is the main hashtag for the campaign It focuses on altering the youth, who will eventually lead our nation, in terms of awareness and knowledge Additionally, it encourages millions of contemporary mothers and young women in Vietnam to prioritize nurturing their daughters' self-worth and dignity.
Key message
Today's mother's words could influence her daughter's destiny tomorrow The first and most crucial lesson to impart to every young girl is to be intelligent, strong, confident, and brave, in addition to a mother's love for her daughter To be the "Step forward the sun" girl who is constantly eager to be independent, improve themselves, and pursue their dream, they need to respect and believe in themselves.
IMC plan
Based on the AIDA model:
Phase Attention Interest Desire Action
- Promote and spread the campaign's key message
- Boost participation in the campaign - Draw attention to new brands and products
- Motivate customers to make purchase decisions
Strategy - Introduce the campaign through social media with the hashtag
Towards the Sun (Biti's x H'Hen Niê)
- Release the Girl’s Step and Biti’s Hunter Captain Marvel collection
- Promote the hashtag via KOLs posts about the mother’s love for her child
- Use the KOL channel to arouse customers' love and affection for the product
- Post a series of direct PR articles about the product on well-known websites like Kenh14, Advertising Vietnam, and BrandVietnam.
- Corporate with ecommerce websites and discounts within certain time frames
- Achieve 4 million views on YouTube
- Have 10+ articles about the collection
- Introducing the campaign through the hashtag #ChangeYourGirlsDestiny to promote and raise people’s awareness about the woman's role in the society +Content: change people's perspective on women
#unstereotyp e #ChangeYourGirlsDestin y # Biti ’ sForWomen + # Biti ’ sHunte r #CaptainMarvel #ThuongHieucuaDivaTraiNghiem
=> Biti's has quickly received positive effects from the community After only 14 hours of posting, the article received a quick interaction with more than 1,600 interactions, 369 comments, and 130 shares
+ Channel: 1989s Ent, Van Mai Huong official, BITI’S,
Biti's, a footwear brand, empowers girls through its "Towards the Sun" campaign The campaign showcases girls breaking societal barriers by participating in typically male-dominated activities The shoes they wear, adorned with symbols of empowerment, accompany them from childhood to adulthood, representing their unwavering determination to reach their dreams Biti's supports girls in their pursuit of extraordinary goals, regardless of the obstacles they may face.
=> Miss H'Hen Niê's presence, a prime illustration of the women’s power to alter destiny, has increased the significance of Biti's feminist project
+ Girls' Steps is a collection of shoes that is designed for women who love a sweet and feminine look, but also want to feel youthful and energetic The colour scheme for this collection is bright pink, which is meant to be eye-catching and impressive The shoes are also optimized for comfort and performance, with features like the exclusive LiteFoam sole and Phylon material that provide over 40% elasticity and a height of up to 4.3 cm
=> Suitable for all women of all ages, a special gift choice for our beloved women
Biti's Hunter Captains Marvel collection celebrates the intrepid and influential women of the world Inspired by the iconic superhero, this unisex line empowers both men and women to embody Captain Marvel's courage, strength, and unwavering determination Each pair pays homage to the resilience and power that resides within women, fostering a sense of unity among Marvel enthusiasts and inspiring individuals to champion what's right.
- Continuing to cover Facebook and online publications with reviews, PR articles, and posts from KOLs
+ On Biti’s’ website or at stores: 15% discount on every female’s product and free towels for any purchase
+ On Tiki: discount of 200K for bills over 900K from March 6-10, 2019.
Risk Management
Hazard element Risk assessment Likelihood Risk management Economic risks Although the textile, apparel, and footwear sectors have the highest potential for growth and exports, they also rely heavily on Chinese supply
Biti's Hunter faces risks when trying to locate the source of the raw materials needed for production
Finding a domestic fabric source that satisfies the specifications for quality and design is a challenging and expensive task
Possible Observing the upkeep of the supply chain, Biti's
Hunter needs to find remedies to have a backup supply
Focus more on the in-depth analysis of other impacts on market recovery, domestic supply capacity, and other factors, both direct and indirect.
-There are many shortcomings wit h Vietnam's economic administrative management system The prevalence of
Possible - To be able to comply with the Law's rules and regulations, businesses need to have effective growth and competition bureaucracy and corruption continues to impede business' operations.
-The legal system, particularly the Enterprise Law, continues to be plagued by numerous overlapping phenomena and legal conflicts, which impede the law's transparency and coherence and present challenges for business.
-The market environment is also altered by the economy's growing degree of democratization and the growing significance of social organizations. strategies.
- Strictly abide by the law when conducting business.
Customers claim to be becoming more environmentally conscious.
Consumers are dedicating greater attention to the brand aspect and the long-term
Technological advancements and improved equipment play a crucial role in ensuring businesses keep pace with evolving trends By adopting innovative tactics and leveraging technology, businesses can enhance their competitiveness and ensure sustained growth The retail industry, in particular, has benefited significantly from these advancements, leading to an increase in its value as consumers enjoy higher living standards.
- Assures catching up and even creates trends for their products through specialized departments in market research. Brand risk Design risks result from improper cultural appropriation The reputation of the brand has been harmed by the lack of a thorough understanding of national culture
Customers' perceptions of the brand are negatively impacted by the use of inexpensive Chinese fabrics that are promoted in the media as an homage to
Probable - Remove all materials and patterns used on the shoes, and replace it with a brand new material.The value of the collection is unaffected by the addition of this new material, which is drawn from Huean culture and artwork.
- Permit product returns and design exchanges for customers
- Correcting all media representations and images within 24 hours and keeping their promise to contribute to the Central region's talent development funds.
- Due to a lack of consumer awareness of environmental or product origin
Probable - Recognize where the brand stands in the marketplace.
- Advocate the issues, Biti's Hunter has experienced numerous brand communication crises.
- The Biti's brand is currently present in China, Cambodia, Russia, and Ukraine, but has ceased operations in two of those markets—Russia and Ukraine— due to an incorrect perception of the global market. fundamental principles of Vietnamese business and their products.
- The majority of the primary input materials must be imported from abroad at high costs and under pressure from suppliers, lowering the competitive position of businesses. s- In addition, Bitis is concerned about the market's big players like Nike and Adidas because they are investing greater sums into the sector to supply consumers and satisfy their growing
Probable -Invest in research activities to create a variety of trendy products with unique designs Selecting the ideal supplier of raw materials to lower product costs and boost competition. demands production and distribution methods, as well as active brand promotion
Above all, these large corporations already have a certain number of loyal customers.
Only a few of Biti's 156 retail locations—located all over the country—have been thoughtfully designed The majority of retail establishments have dated, uninteresting aesthetics Customers and potential customers may feel that their brand is being presented haphazardly and incoherently as a result Biti's should concentrate on enhancing the exterior and interior of their stores in order to attract more customers and give their brand a better opportunity to further develop their brand image The brand should continue to expand its presence across the country, focusing on high- traffic areas and strategic locations Additionally, Biti's can explore partnerships with online marketplaces and e-commerce platforms to reach a wider customer base, particularly in remote areas
Photo: Biti’s store in HCM city
Photo: Biti’s store on To Hieu street – Hanoi
Despite using the slogan "Proudly made in Vietnam," Biti's still heavily relies on Chinese supply chains Biti's concentrate on locating domestic supply chains and choosing the best local raw material supplier in order to improve distribution channels and better their pricing By doing so, they can reduce both the cost of their products and their retail prices It will also be an excellent way to enhance a Vietnamese brand's ethnic and cultural diversity They can also reach out to customers frequently and quickly to dominate the market
The footwear is a fashionable and elegant item for many people However, this version has some drawbacks
Aesthetics play a pivotal role in shoe design While the model's elegant appeal is undeniable, it lacks a distinctive flair or innovative aesthetic Conversely, for individuals seeking a minimalist and contemporary style, these shoes may align with their preferences.
Photo: Design of Biti’s Hunter for Girls’ Step campaign
- Biti’s’ advertisement strategy had some limitations:
+ They only posted and updated about the campaign on Facebook
+ Though the hashtag was meaningful and special, it was not short and catchy enough to become a trend on social media Therefore, there were only a few posts from KOLs sharing their stories
- To strengthen brand awareness and drive sales, Biti's can implement various promotional strategies These may include advertising campaigns across different media channels, social media marketing, celebrity endorsements, and sponsorship of sports or cultural events Biti's can also engage in targeted marketing efforts, such as collaborations with influencers and digital marketing campaigns, to reach specific customer segments
+ They can cooperate with different E-commerce platforms such as Lazada, Tiki, and Lotte with its physical stores
To enhance brand visibility and recognition, particularly among the target audience of young women and girls, Biti's can leverage social media channels by creating engaging challenges One effective approach is to launch a dance challenge utilizing the campaign's song, encouraging participants to showcase their moves and share their videos online Additionally, a fashion challenge could be implemented, inspiring followers to unleash their creativity by styling various outfits using Biti's shoes and sharing their creations.
+ By giving customers a small gift or voucher for the next purchase, Biti’s can encourage customers to share their stories and experiences or even feedback on the products => positive media coverage and PR for the brand
- If Biti's want to build an image of a quality Vietnamese brand at an affordable price, it is necessary for Biti's to overcome the long-standing thinking in
Vietnam that only uses imported goods, doubting the quality of products in the domestic market.