Phân tích marketing tại Bitis hunter

lOMoARcPSD|7923561 Principles of Marketing- Biti's Hunter Principle of Marketing (Vietnam National University Hanoi) StuDocu is not sponsored or endorsed by any college or university Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 TABLE OF CONTENTS    LIST OF ABBREVIATIONS   ABSTRACT   CHAPTER INTRODUCTION   1.1 Background of the paper   1.2 Significance of the paper   1.3 Research objectives   1.4 Scope and limitation   (Methodology, literature review_ t​ hầy kêu thêm thêm)  CHAPTER DISCUSSION AND ANALYSIS  2​.1 Executive summary​ k ​ aiPhan  - 2​.2 Providing  complete  converge  of  each  section  of  your  plan.  The  reader should be  able  to  have  a  basic  understanding  of  all  aspects  of  your  plan.  The  summary  assists the reader in understanding your plan.  Current market situation    2​.2.1 Market analysis   2.2.2 Company’s profile   2​.2.3 Product review  2​.2.4 Competitor analysis   2​.2.5 ​Channels and logistics review   2.3  SWOT analysis   2.4  Marketing objectives   Examples of marketing objectives include:  2.5 Sales Revenues  Market Share  Profits  Return on Investment  Customer Satisfaction  Customer Repeat Purchases  Advertising Day After Recall  Salesperson Quotas  Growth in Distribution Outlets  Sales by Specific Distribution Outlet.  Marketing strategy  2.5.1 Segmentation    Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com)   lOMoARcPSD|7923561 2.5.2 Targeting  2.5.3 Differentiating  2.5.4 Positioning  2.6 Marketing mix​ (tên gọi khác Action plan)   2.6.1 Product   2.6.2 Price  2.6.3 Place​ (distribution channels)  2.6.4 Promotion   2.6.5 Marketing research  2.7 Contingency  plan  (​ giống  issues  trong  mục  4  cuối  sách)  ​thầy  yêu  cầu thì thêm  sau  - 2.8 Đặt  câu  hỏi  “What  if?”  để  đáp  ứng  kịp  thời  các  tình  huống  có  thể  xảy  ra  khi  sản  phẩm tung thị trường,, bao gồm hành động xử lí.  Budget t​ hầy yêu cầu thêm sau  CHAPTER4 :CONCLUSION and RECOMMENDATION   Thầy kêu thêm    REFERENCES                         Abstract    Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 Biti’s,  which  is  known  as  Binh  Tien  rubber  cooperative  in  Vietnam,  is  the  pride of  Vietnamese  brand  in  footwear  industry.  Once  Biti’s  was  standing  at  the  top  of  this  industry  in  Vietnam,  Biti’s  had  owned  its  prestige  through  high  durability  sandals.  Until  the  development  of  the  Internet  during  2010,  Biti’s  sales  experienced  a  significant drop  in  comparison  with  Nike,  Adidas,  and  other  foreign  brands  started  to  enter  Vietnam  market  around  this  time.  In  2016,  Biti’s  has  made  a  turning  point  for  Vietnamese  footwear  market  by  launching  a  completely  new  product,  Biti’s  Hunter  after  a  period  of  absence  in  the  market.  It  can  be  considered  as  a  good  signal  for  overall  Vietnamese  economy  at  the  time  Vietnamese  tend  to  use  more  imported  goods  rather  than  domestic  ones.  To  answer  the  question  of  what  helped  Biti’s  pioneer  Biti’s  Hunter,  the  report  will  introduce  the  general  information  about  Biti’s  and  its  competitors  in  the  footwear  industry  in  3.2. The remain parts is to research and analyze steps in marketing  plan,  including  SWOT  analysis,  marketing  strategy,  4Ps  that  Biti’s  applied  to  successfully  produce  a  new  type  of  sport  shoes,  Biti’s  Hunter.  Secondary  data  is  opted  as  a  main  and  useful  source  to  complete  this  Biti’s  marketing  plan.  In  addition,  the  report  uses  quanlitative/quantitative  method  to  interpret  data  for  the  provision  of  essential information related to Biti’s and Biti’s Hunter.                                              Chap Introduction    Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 1.1 Background of the paper   In  recent  years,  together  with  the  economic  development  in  Vietnam,  people  desire  a  higher  standard  of  living.  Not only in daily activities, also in dressing, they often  ask  for  high  quality  and  fashionable  products  but  suitable  price.  Since  domestic  products  cannot  meet their demands and accidentally take away their trust, Vietnamese  citizens  tend  to  choose  foreign  products  in  preference  to  those  made  in home country.  Hence,  back  to  Vietnamese  brands,  what  Biti’s  reminds  of  anything  and  why  it  fell  behind other foreign brands in the same industry?  Biti’s  is  one  of  leading  footwear enterprises in Vietnam, which was found in 1982  with  only  20  employees  and  specialized in making rubber sandals. Since establishment,  Biti’s  quickly  became  a  No.1  choice  via  its  durable  and  high  quality  products  as  every  children and even adults owned at least one pair of Biti’s sandals during that time. There  was  the  period  that  Vietnamese  economy  was  not  as  developed  as  present,  Biti’s  was  the  first  choice  in  8x,  9x  generation  (people  who  were  born between 1980s  and 1990s)  in  which  they  usually  chatted  to  each  other:  “Wearing  shoes  of Biti’s only when the sole  is  one  centimeter  worn  out  then  it  will  be  replaced;  there  is  no  problem  else.”  Together  with  its  slogan  “Biti’s  takes  care  of  Vietnamese  feet”,  Biti’s  kept  serving  a  significant  number  of  consumers.  But  why  Biti’s  had  to  share  its  market  during  the  first  period  of  Internet  development?  At  the  beginning  of  2010,  this  long-standing  brand,  Biti’s,  was  gradually  faded  out  in  the  eyes  of  Vietnamese  consumers  as  too  many  foreign  brands  jumped  into  this  market.  Biti’s  then  faced  severe  competition  with  Nike,  Adidas,  Converse,  …  whose  quality,  style  are  recognized  over  the  world  and  Vietnamese  consumers  tended to buy more overseas products. Not until 2016 after a particular time  doing  the  market  research  did  Biti’s  made  an  impressive  change  when  introducing  a  new  type  of sneakers called Biti’s Hunter. In addition to good quality and durability, Biti’s  Hunter  has  fulfilled  all  the  requirements:  high  quality,  eye-catching  appearance  and  affordable  price  for  Vietnamese.  Moreover,  just  after  Biti’s  concentrated  much  on  marketing  strategy  such  as  KOLs  (abbreviated  for  Key  Opinion  Leaders),  which  hired  MTP  Son  Tung  and  Soobin  Hoang  Son,  famous  singers  at  that  time,  to  advertise  Biti’s  Hunter,  Biti’s  quickly  caught  community  attention,  especially  young  generation  at  the  end of 2016.  https://vietnam.vnanet.vn/english/bitis-the-pride-of-a-vietnamese-footwear-brand/2632 36.html    1.2 The significance of paper (why people have to read this?)  Trong  thời  đại  ngày  nay,  cụm  từ  “Người  Việt  dùng  hàng  Việt”  không  quá  xa  lạ  khi  hàng  ngày  được  nói  rộng  rãi  trên  các  báo  đài  và  truyền  thông.​(mai  kiếm  sau,  mới  search  ra  Đảng  cmg  đấy,  chết  tao  okiee)  Mặc  dù  việc  sản  xuất  trong nước vẫn cịn gặp nhiều khó  khăn  về  việc  đảm  bảo  chất  lượng  đi  đôi  với  giả  cả,  vẫn  câu  slogan  “Nâng  niu  bàn  chân  Việt”,  Biti’s  mong  muốn  lấy  lại  market  share  cho  thị  trường  giày  dép  ở  Việt  Nam.  Tuy  nhiên,  song  song  với  việc  đảm  bảo  đó,  chuyện  vực  dậy  tên  tuổi  trong  thời  đại  tồn  cầu  hóa  với  q  nhiều  cái  tên  sản  phẩm  ngoại  quốc,  là  điều  q  khó  cho  các  cơng  ty  kinh  doanh,  không  chỉ  riêng  Biti’s.  Nhưng  chỉ  sau  2  ngày  ra mắt sản phẩm Biti’s Hunter, theo  Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 tờ  báo  brandsvietnam.com,  tần  suất  được  giới  trẻ  nhắc  tới  của  Biti’s  trên  các  mạng  xã  hội chí cịn 10 năm qua cộng lại Vậy điều làm nên thay đổi này?     1.3 Research objectives  a) Giới thiệu sơ Biti’s đối thủ gián tiếp, trực tiếp ngành giày dép.  b)  Tìm hiểu marketing plan của Biti’s thơng qua phân tích SWOT, marketing strategy,  4P.    1.4 Scope and limitation   - -        Scope:  This  report  aims  to  demonstrate  a  marketing  plan  of  Biti’s,  especially  Biti’s  Hunter  product  only  in  Ho  Chi  Minh  city,  which  is  known  as  the  largest  city  and  one  of  the  most  important  economic,  political,  cultural  and  traffic  centre  in  Viet Nam.  Limitation:  First  of  all,  it  is  said  that secondary data is a good source of available  information  which  can  be  opted for this research paper. However, some previous  data  is  not  clear  and  specific  enough  to  have  a  more  in  -  depth  analyst.  In  addition,  because  Biti’s  is  a  Vietnamese  brand  name  and  its  Biti’s  Hunter  has  been  on  the  market  for  3  years,  it  is  hard  to  explore  useful,  reliable  information  written  in  English.  Most  of  data  given  in  this  report  are  from reliable and famous  Vietnamese  website.  Moreover,  this  is  the  first  time  our  team  conduct  such kind  of  research,  we  may  lack  of  experiences  and  deep  knowledge,  academic  vocabulary  related  to  marketing  field  for  data  collection  and  analyst.  As  a result,  we  truly  apologize  for  these  mistakes  which  we  may  not  be  able  to  produce  a  persuasive and knowledgeable marketing plan, but we ensure to try our best.                        Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561                 Chap Methodology                                              Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561               Chap Discussion and analysis    3.1 Executive summary​ k​ aiPhan    3.2 Current market situation  3.2.1 Market analysis   According to Ministry of Foreign Affair, Vietnam consumes the amount of 130-140 million pairs of footwear every year, with the value at over $1.5 billion dollars, and occupying for about 30% of the industry's export turnover Realistically, the market is currently dominating by foreign goods ​As a result, the demand for shoes is rapidly increasing in both domestic and foreign market There is a diversity of shoes including dockside, loafer, slip-on, sneakers, ​wedge boot, flip flop and so on Some customers purchase a product based on the fame of the brand such as Gucci and the luxury design making them look more formal and elegant Others prefer the reasonable price and the good quality of a product than the lavishment The most important thing is that people consume different types of shoes because of the nature of the event (tính chất việc) For example, women wears high heels in wedding event or leather shoes are often chosen by men in working environment This is why the shoes market can bring profitable returns and promising prospects in the future On the other hand, although Vietnamese shoes brands have a variety of choices in the size, the form and the price, the domestic brand rarely meet the expectation of buyers In term of Biti’s, sport shoes are targeted Simultaneously, they aim to young generation which we can clearly see in the ​targeting figure http://www.mofahcm.gov.vn/mofa/nr091019080134/nr091019083649/ns1007090806 33/​ (nhu cầu giày dép tăng)   3.2.2 Company’s profile  The tireless steps… From a small manufacturing base started in 1982 with only 20 workers but with a high determination, ambition and humility to reform forward, Biti's has experienced a period of Subsidy Period with many difficulties to assert their position Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 More than a third of a century has passed, as a "tireless step", Biti's has continuously improved and innovated, gradually building up a brand of footwear with diversified designs and models With that, the strategy of production and import-export has echoed the spirit of modern era, the physical - financial resources, dynamic and enthusiastic people, enough to compete with major brands in the world One of Biti's factories in Bien Hoa City Biti's is one of the first shoes company in Vietnam which remains and develops until now In 1982, Biti’s, known as Vạn Thành cooperation, was launched by Mr and Mrs Lưu Khải Thành The first purpose was to exchange goods with Eastern European countries and the Soviet Union The acquisition of Bình Tiên cooperation and Vạn Thành cooperation, happened after years, mainly focused on the high quality of shoes and export which named Bình Tiên cooperatives In order to increase customer's satisfaction, Taiwan was selected for studying the newest technology and transporting such machine and therefore ​manufacturing new footwear - EVA foam slippers As a consequence, these products were the best quality at that time From 1992 till now, Biti's (Bình Tiên manufacturing goods company) was renamed by the director Mr Vưu Khải Thành stated a vision that: ”Becoming a strongest consumer goods manufacturing company in Asia region” According to Mrs Lai Khiêm, the mission of the company is that: “Innovating and improving the quality of providing products with Biti's brand identity-Prestige and Quality” Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 Figure ?: ​Biti's logo and slogan Becoming a large scale of company makes everybody jealous Thanks to wise strategies, Biti's plays a vital role in Vietnamese footwear market This means that there is around 25 million footwears produced per year This company also offers 8500 working opportunities for people who are on the verge of unemployment by training them to become high-skilled labour In domestic market, 1500 retail distribution intermediaries are allocated around Vietnam especially mountainous areas There are branch centers and over 150 marketing stores within Vietnam In China, Biti's has set up representative offices With a potential Cambodian market, Biti's has an official distributor of Cambo Trading Company to distribute Biti's products throughout the territory of Cambodia Biti's has exported to 40 countries around the world such as Italy, France, England, USA, Russia, Japan, South America, Mexico, Cambodia and so on https://bitis.com.vn/ Biti's has received various awards from 1997 till now In 1997, the brand is granted by local and international people as the 22nd International Award (Leader's Club from Spain) It was voted as a prestigious and quality brand and consumers have voted this brand to become one of the most quality products in Vietnam's market Biti's has been granted ISO 9001: 2000 by BVQI & QUACERT in the year of 2001 The brand was recognized by the party and the state and it was awarded the third-class labor medal after 23 years It has contributed to the development of many businesses in particular and the country of Vietnam in general In 2005, Biti's was awarded a medal by the Vietnamese Chamber of Commerce because its thriving In 2006,the brand received the most famous award in fashion industry in 2006 It was one of 45 enterprises receiving the Golden Globe Award by the Vietnam Union of Science and Technology in collaborate with the Vietnam Chamber of Commerce and Industry It was one of seven enterprises receiving the super cup of "prestigious and quality products" organized by the Vietnam Intellectual Property Association, Vietnam Business Association and Central Emulation and Reward Magazine In the next year, the company was one of 48 enterprises receiving the Vietnam best Brand Award 2017 It has been one of 11 enterprises receiving the corporate social responsibility award - the footwear and textile industries in Vietnam The brand won the gold cup in the top 10 prestigious Vietnamese brands organized by the Vietnam Union of Science and Technology In terms of education, Biti's has contributed billion VND to gifted students in Can Tho, Da Nang, Ho Chi Minh City, and Hanoi for the study encouragement movement organized by the Vietnam Study Encouragement Association in 2006 In the year of 2008, 2010, 2012 and 2014 Vietnam Trade Promotion Agency - Vietnam Ministry of Industry and Trade voted this brand as a national brand In two consecutive years-2016, 2017, It became one of Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 Top 40 most valuable enterprise brands in Vietnam According to Forbes Vietnam, Biti's is one of the fifty leading brands in the year of 2019 More importantly, Vietnamese people are proud to know that Biti'’s is the only Vietnamese brand with the project Con Rong Con Tien and #theREDsnow to be honored in the final nomination list at PR AWARDS ASIA 2018-designed to honor successful campaigns, companies and individuals in the Asia-Pacific media As a result, the Biti's - Con Rong Con Tien Project won nominations in the categories:The best brand development campaign (product) in Asia, Media campaign with positive values ​for the community, The best video campaign in Asia, The best media campaign in Southeast Asia As for Biti's Hunter campaign - #theREDsnow received nomination in the Best Brand Development (Product) Campaign category in Asia https://forbesvietnam.com.vn/danh-sach/forbes-viet-nam-cong-bo-50-thuong-hieu-dandau-nam-2019-6949.html  https://www.linkedin.com/company/biti%27s  3.2.3 Product reviewđang dịch   Until 2016, with a new mission statement that Biti's will maintain its old quality, but brings new breeze to modern design and colourful look, things are starting to change The brand new series named HUNTER was officially launched – essential sports shoes of high quality with revolutionary design and style that fit many Vietnamese consumers After that, the company spent $5million re-creating the technology system and marketing the new product This set a new milestone in the overall Biti's history when switching from traditional methods to digital marketing     A typical product from Biti's Hunter series that attracts Vietnamese youth.  Biti's  released  new  line  of  sport  shoes  -  Biti's  hunter,  which  has  outstanding  features:  Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 - - - - - Chất  liệu hồn tồn được làm từ cơng nghệ knit. Sự êm ái và đàn hồi sẽ co  giãn  theo  từng  chuyển  động  của  bàn  chân,  giúp  tối  ưu  sự  linh  hoạt  và  thoáng mát vận động.  Để  giúp  người  mang  giày  khơng  cảm  thấy  nóng  bức,  tạo  sự  thơng  thống  ngăn tình trạng ẩm ướt, thân giày phối với lớp lưới Air Mesh.  Phiên  bản  Biti’s  Hunter  X:  Khung  nhựa  TPU  đặc  biệt  ở  giữa  thân  giày  và  phần  gót,  là  cấu  trúc  quen  thuộc  đã  thấy  trên  các  phiên  bản  giày hiện đại,  giúp ôm chân hơn, tăng khả hỗ trợ cho người mang.   Phiên  bản  Biti’s  Hunter  Feast:  giữa  thân  giày  là  một  đường  ‘xương  sống’  lõm  vào  trong,  kéo  dài  từ  giữa  thân  đến  tận  gót,  chi  tiết  này  chưa  hề  có  trên  các  phiên  bản  trước  đây.  ‘Khung  xương’  này  giúp  phân  tán  lực  ra  hai  bên  mỗi  khi  gót  giày  chạm  đất  và  giảm  đi  lực tác động lại lên gót chân, từ  mà bàn chân trở nên thoải mái hơn.  Đế  Phylon  nhẹ  êm  vốn  nổi  tiếng  trên  các dòng sản phẩm Biti’s Hunter tiếp  tục  được  cải  tiến  với  chức  năng  giảm  sốc  tại  gót  chân,  đem  đến  trải  nghiệm mang “nhẹ như bay”. Thiết kế rãnh cao su chống trượt ở đế giày có  dạng  hình  chữ  nhật  nhỏ,  tạo  độ  bám  phù  hợp  với  bề  mặt  đất  và tạo sự an  toàn  cho  người  sử  dụng.  ​Biti’s  đã  sử  dụng  những  đường  cắt  để  nâng  cao  khả  năng  uốn  cong  và  biến  dạng  của  đế,  điều  này  đồng  nghĩa  với việc đôi  giày có thừa độ linh hoạt bạn dùng chúng để chạy liên tục  Đa dạng màu sắc size (24 - 45) cho nam nữ    son/ https://snkrvn.com/lo-doi-sneaker-bi-trong-mv-moi-nhat-cua-son-tung-mt-p-va-soobin-hoanghttps://tintucvietnam.vn/bitis-hunter-la-gi-va-bitis-hunter-vi-sao-hot-17281 https://bitis.com.vn/collections/hunter-nu?page=6 https://snkrvn.com/phan-tich-chi-tiet-bitis-hunter-x-buoc-tien-nho-tren-hanh-trinh-lon/   3.2.4 Competitor analysis đ ​ ang dịch     ​Vietnam mở cửa cho nhiều nước xuất khẩu hàng hố -> người dân có thể dễ dàng  mua  1  sản phẩm ngoại quốc chỉ ngay tại một cửa hàng bất kì tại Việt Nam. Bởi vì sự linh  hoạt  trong  việc  chọn  lựa  sản  phẩm,  việc  1  doanh  nghiệp  Việt  Nam  đứng  vững  trong thi  trường  hiện  nay  là  việc  khơng  hề  dễ dàng. Để có được vị thế đáng tự hào như ngày hơm  nay,  Biti's  phải  đối  mặt  với  rất  nhiều  đối  thủ trong nước và ngồi nước trong những năm  qua  vì  cùng  mục  đích  target  vào  người  trẻ.  Các  hãng  trong  nước  tuy  còn  khá  mới  mẻ,  nhưng  có  thể  nói rằng, họ đều có những thiết kế sáng tạo, độc đáo, hợp thời trang để trở  thành  một  đối  thủ  đáng  gờm  với  công  ty  lâu  đời  như  Biti’s.  Về  mặt  đối  thủ  ngồi  nước,  khơng  thể  khơng  kể  đến  các  brand  lớn  như  Nike,  Adidas  -  những  thương  hiệu  nổi  tiếng  của thế hệ trẻ cho giày running, sport, hay Vans đánh mạnh vào kiểu dáng streetstyle với  nhiều mẫu mã đa dạng và phân phối rộng khắp thế giới. Dưới đây là một vài chi tiết phân  tích đối thủ Biti’s năm gần đây.  a) Domestic competitors (direct competitors) Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 Vietnamese shoes branches General information Một- Neat, simple, and durable ​MỘT was born in 2018 in Ho Chi Minh city by co-founder H ​ uỳnh Quang Ngọc Hân - - - - Ananas-​Affordable prices, dynamic design, youthfulness and solid quality Ananas was born in 2012 - - RieNevan-Vietnamese shoes branch inspired by Vietnamese culture.Released the first 100 pair of shoes in June of 2016 RieNevan is a dedicated company founded by Nguyen Ngoc Tien in 2012 in Da Nang City   - - Illustration Một's shoes feature a smooth, simple hug, highly experimental memories and packed with unique messages Một's shoes feature a slippery, sleek shape A pair of shoes target the youth for daily uses who have a simple lifestyle and favour in subtlety The price is ranging from 700.000 VND to 1.400.000 VND ($30.14 - $60.29) Each design carries color and has white soles Ananas’s shoes has fancy color schemes, fabric and suede styles from classic to modern Ananas designs are mainly made up of low-slip slip-on shoes that hold and respect the foot, firm seams, soft soles that create a sense of smoothness and comfort in moving Ananas has also produces T-shirt, caps and socks The price is ranging from 400.000 VND to 700.000 VND ($17.23 $30.14) T​he shoe is useful for young people who are passionate about skateboarding, or simply want a personal highlight when they go to school or play every day In order to mark and spread the Vietnamese Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 - - cultural heritage, the RieNevan team has researched and put Vietnamese typical symbols into the design, such as Lac birds, or common patterns on the Dong Son drum.​ The price is ranging from 650.000 VND to 1.250.000 VND ($27.99 - $53.83) Ananas has a diverse collection in T-shirt, caps and socks https://vietcetera.com/nhung-thuong-hieu-giay-viet-san-sang-canh-tranh-voi-thuong-hieu-quo c-te/ https://rienevan.com/index.php https://ananas.vn/ https://motdoigiay.vn/ b) Foreign competitors (indirect competitors) Foreign shoes branches General information Nike- Just it The branch is known as the most famous sport shoes in the world The mission statement is that to bring inspiration and innovation to every athletes in the world - - Illustration The design is durable with light colors which is suited for all characteristics The price is quite expensive comparing to low middle income in Vietnam However, it is worth for the foreign quality Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 Adidas stated that: “We believe that through sports we have the power to change lives” Adidas has an effective distribution system for their products available through different channels - Vans- “Off the wall" 66’ One of the most common shoes branch for Vietnamese students - - - The first good point is that the shoes are durable in long-term uses Adidas produces shoes which are easy to clean, good force Liked Nike, the price Adidas offered is also high The design is simple which specialize for skateboard users but also suit for students to go to school and hang out It is a famous branch which the price is cheaper than Nike and Adidas because Vans target students https://www.nike.com/vn/  https://www.adidas.com.vn/vi  https://www.vans.com/  Although  Biti's  has  a  variety  of  competitors,  Biti's always improve the quality and  learn  from  competitors.  In  addition,  the  branch  recognises the importance of marketing  to  promote  a  new  product.  Therefore,  Biti’s  hunter  can  catch  the  eyes  of  customers.  More and more factors contribute to the success of Biti’s hunter up to years now.  3.2.5 Channels and logistics analysis ​cịn loại hình hông  Bitis  hunter  products  is  purchased through online and offline channels which can afford  domestic and foreign customers:  Biti's  official  webpage-​https://bitis.com.vn/​:  This  webpage  is  accessed  in  Vietnam, allowed to online purchasing.    Distribute  to  chain-store:  Consumers  can  find  the  produce  in  their  hometown  and purchase it.    3.3 SWOT analysis    3.4 Marketing objectives    3.5 Marketing strategy    Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 3.6 Marketing mix   3.6.1 Product   To come out the best product, Biti's produces shoes in many stages In the first stage, it is mainly in Dona Biti's Product Research & Development Department Design is considered a stage that accounts for 50% of the product's success According to Mr To Ngoc Khanh - hunter design department says that to have quality products, the team must learn about market trends and fashion trends Based on various researches, the whole team decided to choose fresh colors, prevailing materials to produce Over the years, bitis has been greatly improved to use materials that are smooth, comfortable and bouncing Moreover, the rubber has a better grip for greater elasticity All relevant parameters are brought to Asian standards Moving forward to next step, after the design, we will test the materials Through the traction machine, testing the elasticity of rubber, leather used to design shoes is easier Testing machine for durability of each material The last and important step is sewing shoes Neck straps were sewn with specific woven fabric After the first few stitches, the shoes will go through the steaming stage-help the straps soft and relax There are prosthetic legs for each size, which are transferred to the stage of hip lifting so that the height of the shoe body is in accordance with the set parameters Then through the vacuum-let the surface of the material breathe, hugging the fake leg to create a better shoe shape In term of the variety of Biti’s hunter, there are a diverse in design and colors.  - - - Bitis hunter feast: a small, compact, foot-bound form The shoes just have a single color mixed and white sole which are simple and sophisticated design This is a remarkable pair of sports The price offered for male is VND650000 and female is VND495000 Bitis hunter originals: Appeared quite early in late April 2016 Biti's Hunter Originals shoes have a traditional design but the creation of two sides of the shoe has a dark, light design that makes the shoes more fashionable This version is bigger and more solid design than hunter feast The price offered for male is VND650000 and female is VND495000 The price should be higher if you choose the special colors Bitis hunter Liteknit III: An improved version of the Biti’s Hunter Liteknit and 2, released around November 2017 The Liteknit shoe series has been very focused on the looks of Biti’s The price offered for male is VND899000 and female is VND829000 which is more expensive than the old VND200.000 and VND300.000 respectively Bitis hunter X: Launched with liteknit This new version has Phylon cast base and special design which make it is light and good leg lifting when moving fast Through five upgraded, hunter x versions with a more sophisticated design and eye-catching color scheme The male version costs VND 900,000, while the male version costs VND 800.000 3.6.2 Price  Biti’s  target  students  and  people  who  are  middle  income,  thus  their  products  provide  reasonable  price  with  the  high quality. Specifically, the price of products is  ranging  from  500.000  VND  to  1.200.000  VND  (from  $21.53  to $51.68). To provide  more  options for customers, biti's allow buyers exchange the size of shoes already  purchased in any stores in Vietnam​.   3.6.3 Place   For  online  shopping,  Biti's  official  webpage-​https://bitis.com.vn/  is  available.  It  takes  from  one  to  six  days  to  deliver  the  chosen  products  to  customers  and  the  fee  is  optional  based  on  location.  Biti's  also  have  accounts  in  Lazada,  Tiki,  Shopee.  It is more  Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 easy  for  buyers  to  choose  the  variety  of  goods.  Avoiding  the  products  which  are  out of  stock  is  helpful.  Buyer  can  save  their  time  and  buy  by  a  click.  In  terms  of  offline  shopping,  distributing  to  chain-store  is  the  traditional  way  to  sell  products,  therefore  consumers  can  find  the  produce  in  their  hometown  and  purchase  it.  With  the  widespread of Biti’s, there is no crucial problem to expose to Biti's products.    3.6.4 Promotion   Ø​ ​Advertising  -  ​The most important advertising strategy is advertised through KOLs (key opinion leaders) The story is all about a shift Shifting is the way of exploration the world of youth generation, thus Go far to come back is coming through this idea.A report shown that in 2016 there is 87.000 talks about why don't we come home in Tet holidays Simultaneously, music is chosen as a tool to send messages which avoids specification and easy to take hearts of listeners To catch more attention, Biti's cooperates with Sơn Tùng MTP and Soobin Hoàng Sơn who are famous at that time and have a huge impact on the youth Specifically, Lạc trôi music video of Sơn Tùng MTP, the highest viewers- 7.000.000 views in Youtube within first 48 hours In this music video, Biti's hunter is outstanding in costume drama.Moreover, the other music video named Go far to come back with Soobin Hoàng Sơn create the same effects ​Even the title of the song becomes the mouth of many young people, the song that people hum and share a lot on social networks - ​ ber Move is a combination of Biti’s and Uber campaign, in which customers using Uber service U on the first of April will have a chance to receive Biti’s Hunter shoes Unluckily, Uber was out in Vietnamese market recent years - Hunter & University virtual tour experience: The virtual reality experience program is held at commercial centers and universities with the gift of a pair of Biti's Hunter in black limited edition black attracts many Attention from young people Visits to universities receive a lot of positive feedback because many young people say they want an event to be held at their school or share information with their classmates and call for participation Ø Discounts: - Discounts is offered through various special occasions, especially Tet holiday There are two discount programs in Biti's official page for online shopping currently Biti's has discount 30% for Back to school event Moreover, 30% off is for Gosto products-line of goods made from leather, including sandals, high-heels, sport shoes and purse Ø Sales promotion - ​Giveaway: Instagram is gradually becoming an important channel for many brands and Biti’s although only focused on social media in recent years, but quickly expanded its communication channel to Instagram Giveaway has a fairly interesting combination of screenshots (capturing double color, favorite Biti’s Hunter) that attracts the participation of many young people - Public relation: The KOLs participating in the discussion about Biti’s Hunter: Influencer marketing is no stranger to social media marketing campaigns With a target group of young customers, a Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) lOMoARcPSD|7923561 series of Biti's Hunter posts created by KOLs with a large fan base like Diem My, Duy Khanh, Huu Vi, Nguyen Ngoc Thach, received a lot of positive feedback from young people   3.6.5 Marketing research  To  meet  the  expectation  of  targeting  customer,  Biti's  must  remain  researches  about  the  quality, experiences  of  existing  products.  As  far  as  company  concerned,  study  about  the  trend  is  not  limited.  It is essential to  ask  about  the  attitude  of  staffs  and  store.  The  research  is  not  only  beneficial  for  now  but  also  useful for  future product development.   3.7 Contingency plan    3.8 Budget    Downloaded by Kieu Anh Nguyen (kieuanhng289@gmail.com) ... https://snkrvn.com/lo-doi-sneaker-bi-trong-mv-moi-nhat-cua-son-tung-mt-p-va-soobin-hoanghttps://tintucvietnam.vn /bitis- hunter- la-gi-va -bitis- hunter- vi-sao-hot-17281 https:/ /bitis. com.vn/collections /hunter- nu?page=6 https://snkrvn.com/phan-tich-chi-tiet -bitis- hunter- x-buoc-tien-nho-tren-hanh-trinh-lon/... b)  Tìm hiểu? ?marketing? ?plan của Biti’s thơng qua? ?phân? ?tích? ?SWOT,? ?marketing? ?strategy,  4P.    1.4 Scope and limitation   - -        Scope:  This  report  aims  to  demonstrate  a  marketing? ? plan ... system and marketing the new product This set a new milestone in the overall Biti's history when switching from traditional methods to digital marketing     A typical product from Biti's Hunter series