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) The 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