Analysis of Bitis Hunters PR strategy

An introduction to Bitis Hunter, how Bitis Hunter executes their PR strategy with evidence and examples. • Ggovernment relations • Employee Relations • Media • Community relations • Consumer relations The local art museum foundation wants a fundraising gala for 300 patrons held in the sculpture garden on the grounds of the museum in Ho Chi Minh city. Answer the following questions:Who are target audiences? Describe them. Define the target audience in a very detailed picture? Bitis Hunter “Đi để trở về 6” – Tết ở lại hay trở về, chỉ cần hướng về gia đình là đủ

TABLE OF CONTENTS

LECTURER REMARK I THANKFUL II TABLE OF CONTENTS III TABLE OF PARTICIPATION LEVELS OF MEMBERS IV

I INTRODUCTION 1

1.1 About Biti’s Hunter 1

1.2 About the final exam 2

II MAIN CONTENT 3

2.1 Part A: Discussion Questions 3

2.1.1 Question 1: 3

2.1.2 Question 2: 3

2.1.3 Question 3: 6

2.1.4 Question 4: 8

2.2 Part B: Case Study 10

2.2.1 Question 1: 10

2.2.2 Question 2: 11

III CONCLUSION 21

IV REFERENCES 22

I INTRODUCTION 1.1 About Biti’s Hunter

Bitti's Hunter is a brand appearing since 2016 that has created a buzz in theVietnamese shoe market Before the 1980s, founded by grandparents "Vuong KhoiThanh" and "Lai Khiem", Bitti's began to be established and is famous for its sandals,sandals and associated with all images of the "7x generation, 8x” ago

Up to this point, Biti's is still " Nâng niu từng bước chân Việt" with the old way offocusing on product quality Facing that situation, Biti's realized that it was time tochange because quality alone was not enough when more and more new trendschanged people's preferences, attracting young people Biti's acted immediately, thebrand tried to find ways to once again connect firmly not only in awareness but alsoingrained in the public's mind, especially with young people This is the reason whyBiti's Hunter was officially born and became a brand known to many younggenerations

It was at this time that PR articles and campaigns were launched, such as: Going toreturn in the MV of singer Soobin Hoang Son, a collaboration with Son Tung M-TP in

"Lac Troi", a series of songs version "Đi để trở vể" 1,2,3,4,5 is shown every year withmany diverse combinations with favorite Vietnamese singers However, based on thestatistics that our team found, we found that versions 1,2 have the highest resonanceand decrease over time over the seasons Therefore, we decided to carry out thecampaign " Đi để trở vể 6" in 2022, marking the milestone of regaining the popularityand popularity of this meaningful campaign series that Bitti's Hunter created

1.2 About the final exam

It can be seen that the implementation of Public relations is an effective way for thedevelopment process such as promoting the brand, increasing revenue,… for abusiness or brand Public relations has a lot of functions and tools to performdifferently based on the purpose and operational strategy set forth by the business Through the process of learning and practicing in class, our team will in turn solvethe problems posed in the next section based on the theory of the subject At the sametime, the group will solve creative questions and build an action plan according toPencil tools and relations that the group has learned, the main content in this part willremain the same values and strategies that the group has learned Bitti's Hunter hasbeen doing for many years, thereby building more new content, suitable for the generalcontext and choosing trends as well as issues that attract attention and controversy tospread the message of the campaign in the most attractive way

II MAIN CONTENT 2.1 Part A: Discussion Questions

However, there are many approaches, for example: R.O.S.I.E or R.P.I.E, but theyconvey the same meaning In fact, they are just divided into many small steps withdifferent labels, with little or no difference between the models The R.A.C.E is thefirst widely-used process approach in public relation

2.1.2 Question 2:

List and describe various ways you might categorize publics?

The public can be classified into several categories together such as:

 Internal and external

Internal public relations are people who work and have a certain role in anorganization or business such as employees, managers, supervisors, clerks, managers,stockholders and the board of directors

External public relations are those that do not directly connect and deal withcommunications outside the organization such as press releases, government,educators, customers, suppliers, and the community.[ CITATION Fra17 \l 1033 ]

 Primary, secondary, and marginal

- Primary publics can mostly influence (help or hinder) the efforts and goals

of the organization Because they have high power, it is necessary to payattention and clearly define when we build a strategy or campaign

- The secondary audience is less important and not as useful to theorganization as the primary audience

- The marginal public is the least important of all, often the organization willnot pay much attention to [ CITATION Fra17 \l 1033 ]

For example, for Tik Tok:

- Employees, leaders, people who often use FB (post, interact,…), mostlyyoung people are the primary public

- Those who know Tik Tok through the recommendations of friends, rarelyuse or prioritize other social networks like Zalo, Youtube will be thesecondary public

- Those who have not used tik tok at all or randomly received arecommendation and want to try this app would be the marginal public

 Tradition and future

- The traditional public will be the current employees and customers of theorganization or business.

- The future public will be students and potential customers of organizations andbusinesses [ CITATION Fra17 \l 1033 ]

For example:

At a clothing store, employees and existing customers will be the traditionalpublic The future public will be potential customers such as customers who havereceived a good recommendation from friends and family or seen good reviews andwant to try shopping here from social networking sites

 Proponents, opponents, and the uncommitted

Any organization must have different ways of dealing with its supporters andopponents

- Proponents are people who are always supportive, have faith in them, or ifthey have any suggestions, they are ready to recommend the organization.Therefore, the organization should communicate with them to strengthentheir trust in the organization

- Opponents are those who do not support the organization They may betreacherous, make negative comments, or may compete directly or indirectlywith the organization

- The uncommitted that is not committed to being neutral may or may not besupportive Especially in politics they are important subjects, because theirvotes will have unexpected results, affecting the win/loss outcome of atopic Therefore, they should be taken seriously [ CITATION Fra17 \l 1033]

For example:

For users who prefer to use the android system, they will always give "winged"compliments or give positive advice to upgrade the system to be better, they are called

the proponents The opponents will be people who don't like to use android, they willgive negative words and compare it with IOS to bring it down Of course androidpeople may also like IOS, they will be neutral the uncommitted, they may be interested

in both android and IOS system when buying

Public relations with lobbyists, contact allied parties, allied factions, or acommunity/business group to create close relationships.

Working with officials, giving interviews from journalists

Particularly in capitalist countries like the US, there is a specialized industry forgovernment PR is called Public Afairs [ CITATION Kha18 \l 1066 ] [CITATIONFra13 \l 1066 ]

 Employee Relations

Making Public relations who person must send information about the company'srights and benefits to the employee so that he or she can try to connect them with thecompany/boss There are many different objects and groups of employees and theirrights are also different PR people must know how to distinguish and selectinformation according to their characteristics

There are 6 characteristics to be able to do a good job in this function as follows:

- Express opinions clearly

- Show a sense of humour

- Friendly and approachable voice.

- Create closeness, shorten the distance between boss and employee

- Friendly and approachable voice

- Communicate with the c outside more

- Clear and coherent

Promote a better relationship between employees and the organization Internalcommunication about the future, vision and mission that the company will bring…[ CITATION Sho21 \l 1066 ] [CITATION Fra13 \l 1066 ]

 Media

Mplement relationships with journalists in order to create relationships to bring thepositive aspects of the business to the public through mass communication channelssuch as newspapers, television, radio, blogs [ CITATION Jan08 \l 1066 ]

 Community relations

There is type of PR is the form in which PR practitioners will convey theirmessage in a concise and easy-to-understand way so that information can betransmitted quickly and accessible to a group of people that they want to aim for, this

is a form of two-way communication that satisfies mutual needs A certain business orindividual wishes to build up its image to become better, the purpose may be for asales business or something like that [ CITATION MrL13 \l 1066 ]

Representing Corporate Social Responsibility, PR activities in this function helpbusinesses communicate to the public with a series of images that a certaincompany/business/organization or individual has taken responsibility for of business

to society Example: Vinamilk Company in 2020 carried out a CSR campaign todeliver milk cartons to remote highland areas to help disadvantaged children andimprove nutrition for young children In addition, Vinamilk also contributed medicalequipment to the state Vinamilk has been awarded the Global CSR Award as theenterprise with the best community activities in Vietnam [CITATION Tha21 \l 1066 ]

Representing Corporate Social Responsibility, PR activities in this function helpbusinesses communicate to the public with a series of images that a certaincompany/business/organization or individual has taken responsibility for of business

to society Example: Vinamilk Company in 2020 carried out a CSR campaign todeliver milk cartons to remote highland areas to help disadvantaged children andimprove nutrition for young children In addition, Vinamilk also contributed medicalequipment to the state Vinamilk has been awarded the Global CSR Award as theenterprise with the best community activities in Vietnam [CITATION Fra13 \l 1066 ]

 Consumer relations

The person doing PR in this function has the task of keeping a connection andbuilding it in a sustainable way with his or her customers, in many ways, for example:writing documents to report to customers, gratitude, communications From there,lawsuits and complaints can be resolved to maintain the relationship [CITATIONFra13 \l 1066 ]

2.1.4 Question 4:

The local art museum foundation wants a fund-raising gala for 300 patrons held in the sculpture garden on the grounds of the museum in Ho Chi Minh city Answer the following questions:

Who are target audiences? Describe them

d Behavioral segmentation: 300 customers will be:

- People who are often interested and participate in activities organized by themuseum

- They have specific contributions to art in general and museums in particular

- Participated in charity activities for the arts

- Usually participate in exhibitions, or visit art museums,

2.2 Part B: Case Study

- Diverse, young, dynamic lifestyle, love to travel and experience new things

- As Generation Z, what they look for is trends that match their interests andexpress their individuality

- Young people on Tet holiday both want to go far away, travel, but at the sametime they also want to go home to their family

d Behavioral segmentation:

- Customers who have purchased Bitis products or intend to use Bitis shoes in thefuture

- They care more about quality than brand name

- Customers who love to travel, experience new things and follow trends thatsociety cares about

There are controversies surrounding the issue of whether we should go home tocelebrate Tet with our families or should stay in the city to avoid spreading the disease.Therefore, we have put the current hottest topic to convey the message about this issue

to everyone, in order to strengthen and encourage those who "stay" or "return" Nomatter how they choose, it is correct and carries a certain meaning

b Big idea

“Đi để trở về 6” – Tết ở lại hay trở về, chỉ cần hướng về gia đình là đủ

When people are debating whether to return to their hometown or stay where theyare, both decisions are the right choices, as long as it is safe for themselves and thosearound them So instead of arguing right or wrong for the issue, give yourself a choicethat you feel is right and responsible for that choice, because no matter which way youchoose, you are still family oriented

We will not discuss the right or wrong of the matter, but only talk about theimportant meanings of each choice, which are the efforts and personal stories of eachperson

c Objectives

Campaign implementation period: 3 months from November 2021 to January 2022.20% increase in total reach, interaction, discussion on social media sites compared

to the previous campaign "Đi để trở về 5" and ranked in the top 5 campaigns of Tetseason, based on data from the ranking of YouNet Media (because of using influentialartists Den Vau and T Linh)

60 million mentions of the brand when the MV “Đi để trở về 6” collab with DenVau ft TLinh debuted Because in the MV “Đi để trở về” of Soobin Hoang Son, thereare 170 million mentions of the brand name With the combination of Den Vau ft.TLinh, we expect 60 million mentions

Sales increased 30% year over year (In 2016, Biti's revenue reached VND 1,291billion, grew in the following years and peaked in 2019 with VND 1,954 billion Then,Bitis plunging to VND 1,672 billion in 2020 In 2021, the COVID-19 pandemic hasdirectly affected many economic sectors in Vietnam In particular, during the 3rdoutbreak, many localities have implemented social distancing and travel restrictions.This has had a negative impact on Vietnam's footwear industry) With the combination

of Den Vau ft TLinh, we expect to be able to increase revenue by 30% compared to2021.[ CITATION Qua21 \l 1033 ]

d Target Audience

Demographic segmentation:

- Age: Gen Z, born from 1995 - 2012

- Gender: All gender

- Income: from low to medium

Geographical segmentation:

Focusing on a group of young people living and working in Vietnam and studyingand working abroad

- Those who care more about quality and fashion than brand names.

- Young people on Tet holiday both want to go far away, travel, but at thesame time they also want to go home to their family

Behavioral segmentation:

- Customers who have purchased Bitis products or intend to use Bitis shoes inthe future

- The products they buy are often more about quality than brand names

- As customers who love to travel, experience new things

- Prefer Vietnamese products, support domestic products Paying attention tothe element of Vietnamese national value with many shoe models associatedwith Vietnamese symbols (design inspiration from Vietnam)

- Catching up on trends that are of interest to society, partly because ofpopularity of the campaign through recommendations from friends.Friendswear shoes to school, go out with trends, get results with past success (fromprevious campaigns) or form an invisible habit that goes deep into thecustomer's mind

- Biti's Hunter has increased its value in the eyes of consumers through manycampaigns when combined with famous singers Therefore, when acustomer owns a product that is recognized as a high-end product withfashion value from the Vietnamese brand - Biti's (based on Maslow'shierarchy of needs [CITATION Ald69 \l 1033 ]), not merely the need tobring go [ CITATION Cus \l 1033 ]