FINAL PROJECT PROFESSION ELECTRONIC COMMERCE NAME OF PROJECT BITI’S HUNTER MARKETING STRATEGY

More than a third of a century has passed, as a “tireless footstep”, Biti's has been constantly improving and innovating, gradually building itself a very diverse footwear brand in form

VAN LANG UNIVERSITY

FACULTY OF COMMERCE

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FINAL PROJECT

PROFESSION: ELECTRONIC COMMERCE

NAME OF PROJECT:

BITI’S HUNTER MARKETING STRATEGY

Group 2 Lecturer: Nguye Hoang Phu

Class: GENERAL ISSUES OF E-COMMERCE

Ho Chi Minh City, April 07th, 2022

GROUP MEMBER

STT Họ và tên đệm Tên MSSV

1 Võ Thành Đạt 207TM22445

2 Nguyễn Đăng Khả 207TM22600

3 Dư Gia Long 207TM58261

4 Nguyễn Lê Phương Mai 207TM58265

5 Phạm Quốc Huy 207TM58252

TABLE OF CONTENT

I General introduction: 3

1 BITI'S company: 3

a Vision: 3

b Mission: 3

2 BITI'S HUTER products: 3

c The structure of a pair of shoes: 4

d Processing quality 5

II Biti’s Hunter analysis 5

1 Recession Period 5

2 The brand " nurturing every Vietnamese foot" has been " swallowing" since the beginning of the 21st century 6

3 Marketing campaign 7

a “Cruising Vietnamese feet” 7

b “Go to return” 8

c “Son Tung M-TP” 9

d “Designer Nguyen Cong Tri” 9

4 Biti's Hunter 4p marketing mix strategy 10

a Product 10

b Price 10

c Place 10

d Promotions 11

5 Nealy Problem 11

CONCLUSION 12

I General introduction:

From a small manufacturing facility that started in 1982 with only 20 workers but had the high determination, willpower and always humility to reform forward, Biti's has gone through a period of subsidized economy with many difficulties to assert its position

More than a third of a century has passed, as a “tireless footstep”, Biti's has been constantly improving and innovating, gradually building itself a very diverse footwear brand in form and design, along with a production and import-export strategy of the era, resources - resources - human resources dynamic, enthusiastic, strong enough to compete with big brands in the world

Become a major consumer goods company in Asia

The decision to build a vision and affirm the appearance to develop Binh Tien Cooperative Co., Ltd into a strong and growing company not only in the country but also around the world, maintaining its leading position in Vietnam and actively integrating with the international community, become a major consumer goods manufacturing company in Asia

Constantly improving, improving the quality of providing products in accordance with the meaning of Biti's brand identity "Prestige - quality"

Binh Tien HTD Co., Ltd is committed to constantly improving, improving the quality of product supply, meeting better and better the increasing and diverse requirements of customers, just as the meaning of Biti's brand identity "Prestige -quality", creating long-term trust for all customers

2 BITI'S HUTER products:

From December 2015, Biti's officially launched the Hunter – Light As Bay high-end sneakers with superior feature designs in line with the consumption trends of Young People in Vietnam

Upper (Shoe body)

Bitis Hunter's current shoe body uses two types of materials: Air Mesh and LiteKnit

-Air Mesh Material

Made up of synthetic fiber fabric with a 3-dimensional structure, besides ventilation from air holes, Air Mesh mesh is lightweight in nature, very quickly dry when wet and reduces blistering when the feet come into contact with shoes

- LiteKnit Textile Materials and Technology

As an upgrade from the Air Mesh version, Liteknit helps to create more air vents better during use or exercise a lot while still bringing a sense of comfort to the feet Also, with this new technology makes color scheme easier, creating a variety of youthful, dynamic grams on the new Hunter, in line with the preferences of many young people today

Midsole – middle base / Outsole – outer sole

Bitis Hunter's middle base/buffer is made from phylon They are created by having EVA particles (Ethylene Vinyl Acetate Copolymer) in the form of compression into the mold, under high temperature and pressure these particles will expand according to the base mold

Phylon gives better performance and qualities than EVA, however after a period

of use they will gradually reduce elasticity as well as appear wrinkles in the most resistant areas

Outsole – The outer sole combines Phylon material and some shoes also incorporates rubber to increase the durability of the shoe Depending on the model of the shoe, there are separate designs of grooves, motifs to support the shoes and upgrade for each version

Shoe base

The base of the shoe liner, with the gradual change through each version, the size of the shoe base is suitable for the size of the shoe, gradually increasing the thickness and there are also 6-point foot massage technologies, which are thickened in later versions, helping to absorb more foot force

d Processing quality

The quality of processing is perfected in terms of needle lines, nose threads, including glue layers In addition, with the design change, from time to time, up to now limit many shortcomings of Bitis Hunter shoes in the first versions

II Biti’s Hunter analysis

The year 2000 – the time of open competition World-famous shoe brands such

as Nike and Adidas have entered the Vietnamese market, putting great pressure

on Biti's market share With few design limitations, problems with foot odor, together with the psychology of foreigners from outside Vietnam, and the trend

of following the trend of sneaker and sandal weariness of young people, Biti's completely stood out of the battle with international brands The loss of market share and extremely difficult business made Biti's enter a severe recession Biti's needs to change to survive and grow!

According to data from the Vietnam Leather, Footwear and Handbag

Association (Lefaso), in 2015, Vietnam's export turnover of footwear and

handbags reached 14.95 billion USD, but the business sector has foreign

investment capital Foreign enterprises (FDI) accounted for 78.6%, domestic enterprises accounted for just over 21%

In which, the actual turnover received from processing is only 20 -25% of the selling price -> actually = 21% x 14.95 billion x 25% = 784 million USD x 15% market share = 2,352 billion VND

Statistics show that domestic enterprises are losing market share and are weak in the playing field of the Vietnamese footwear market, where foreign brands are popular and appear all over the shelves and shops shoe stores and dealers across the country Revenue and profit are both going down, what future for Biti's?

2 The brand " nurturing every Vietnamese foot" has been " swallowing" since the beginning of the 21st century

An old and somewhat old Vietnamese brand name Born in 1982, Biti's quickly became a legend among students and parents thanks to its durable sandal models that no ink can describe Remember a time when the shoe market in Vietnam was

not as developed as it is now and Biti's was considered the first choice for the first generation of 8x and 9x Among students, they often say that "If you wear Biti's, you will need to wear it until the sole is worn down to 1cm before it can be replaced, but it never breaks the strap or anything" It can be said that almost no one has never owned any product of Biti's, the durable quality shoes are likened to the

"speedy Tay Son footsteps"

And Biti's was diligently "nurturing Vietnamese feet" until the early 2000s, young and strong Vietnamese feet, with the support of an innovative economy, began to know how to pierce into Nike or Adidas shoes Biti's lost, as a matter of course The psychology of foreign buyers is a part, but mainly, quality Adidas and Nike shoes have been recognized worldwide, the design is much better and long-term wearing at least not worried about rotten feet Well, the thing is that in the past, it was okay to have a dry day, but in the drizzly season, the sandals "sparkled", mixing the musty smell with long-term foot sweat mixed with the rubber layer to produce a " incense" haunts young people until now Someone joked that, hanging

up Biti's "rotten feet" sandals, even the dog wouldn't dare come near!

Not to mention the trend of sandals is also gradually being eliminated, young people prefer sneakers while this has never been a piece of the Vietnamese brand

Since the beginning of 2016, Biti's sneaker - Biti's Hunter - has generated a large amount of discussion in the media (over 21,000 discussions), with Facebook being the main source of discussion thanks to the activity Biti's positivity on fanpage Biti's old age has completely given way to a new vitality Biti's is ready to integrate

There is also a give-away, also exploiting pieces from Instagram, also taking advantage of the power of KOLs (influential people on the online community, including: actors, singers, models, comedians) ) such as Duy Khanh, Chau Dang Khoa, Diem My 9x, Huu ViVi - a series of names that are close and easy to create trends among young people Biti's is a rare pure Vietnamese brand that

focuses on communication and invests extremely "considerately" in the promotion campaign

In terms of design, frankly speaking, Biti's is not really excellent But Biti's dare to innovate is welcome Up to now, Biti's is still doing the right thing, going in the right direction The quality of Biti's is considered to be quite good, the colors are diverse, with the smoothness and comfort that have become a trademark

The most important is "CHEAP" While sneakers from Adidas, Converse, Puma, Nike all cost from 1.5 to 2 million VND, with Biti's, you only have to spend

500-700 thousand VND That is also the reason why this brand's shoes are gradually being interested by many young people

a “Cruising Vietnamese feet”

Biti's - the name associated with the image of a long-standing Vietnamese

brand The appearance of Biti's Hunter is like a breath of fresh air blowing into the sports shoe market and is considered to be the spectacular ascent of the Vietnamese shoe brand

Biti's has experienced many lessons, difficulties and overcome many obstacles from domestic competition to pressure from overpowering international brands strategy and vision that the pioneers have placed their trust in the young

generation Biti's Hunter, continues to write the dream of "Cruising Vietnamese feet"

In 2001, the campaign "Carrying Vietnamese feet" with the image of Lac Long Quan going up the mountain and Au Co into the sea has created great success Biti's slogan and promotional video lasting about half a minute is considered one

of the most successful advertising programs of Vietnamese enterprises

Biti's wants to make a breakthrough for its footwear product with a particularly impressive advertising program Therefore, they did not hesitate to spend $ 15,000 to hire the famous American advertising agency Leo Burnett

Unfortunately, after that impressive advertisement, Biti's disappeared and seemed to miss the opportunity to enter the modern market and when customer tastes are gradually changing Young, dynamic sneakers associated with famous sports stars are gradually becoming popular, and Biti's sandals are also becoming obsolete

However, with the determination to transform to regain its position, besides giving birth to a new sneaker product line to satisfy customers, Biti's 2016

version returned to the track with big brands

Facing a lot of obstacles not only in terms of budget but also as a "newbie" in the marketing market Biti's does not invest much in offline activities, but takes advantage of the available virtual world to stimulate young people's interaction and attract public opinion

"Go to return" not only brought unimaginable marketing results with more than

170 million "brand mentions" when uploading Soobin Hoang Son's MV in

season 1 but also went hand in hand with increasing sales

Season two was also implemented with the strategy of "hit fast, win fast" when releasing the MV "Go to return 2" and the contest "Share about the most

meaningful trip of the year - Start your journey Go to return" with Biti's

Hunter” with about 12,000 shares participating

Biti's Hunter products are not only positioned in terms of functionality like Biti's

in the past, Vietnamese products are manufactured with goods nurtured in the minds of customers and highly durable But it is also associated with an entity with vivid emotions, which is the idol of Vietnamese youth Instead of attaching the entire brand to the idol, Biti's only applies to the new product line, Biti's Hunter

After a long series of days of losing market share to foreign brands of shoes and

line, with a fashionable design, suitable for modern young people The launch of Biti's Hunter shows its ambition to compete directly with foreign shoe and footwear brands such as Adidas or Nike

Biti's decided to collaborate with the most popular music star at that time, Son Tung M-TP with only a few seconds appearing in the hit "Lac troi" and "Noi nay co anh" to help bring back the campaign The result is very significant when the sales of Biti's Hunter have increased 3 times in just 1 week

In July 2019, Son Tung M-TP officially released the MV "Hay trao cho anh", with the combination of one of the world's rap legends, Snoop Dogg At the time of its debut, the image of Son Tung M-TP "on the foot" of Biti's Hunter shoes "without a name" flooded newspapers and social networks Although sold out, in fact, the business results of 2019 grew insignificantly compared to the previous year

d “Designer Nguyen Cong Tri”

As a person with a big name in the Vietnamese fashion industry, every product

of designer Cong Tri is warmly received This time, he gave the audience a big surprise when he teamed up with Biti's Hunter to create a combination of Biti's Hunter Nameless Edition x Cong Tri

Not beyond fans' expectations, this sneaker design is a smooth intersection between trendy high-fashion and liberal streetwear The chunky shape but

present in the friendly white color will surely please you in the exciting style transformation journey

A bold feature of "limitless" - beyond all frameworks, liberal of this sneaker is the size range is larger than the standard version And it became even more popular when celebrities took turns posting pictures on social networks

4 Biti's Hunter 4p marketing mix strategy

Biti's marketing strategy is to always monitor fashion, probe the tastes of consumers in each region to promptly have the most accurate information and provide the company's product research and development department company