Bitis (full name binh tien consumer goods manufacturing company) is a brand specializing in manufacturing shoes and sandals in vietnam

Untitled MKT304 Group Assignment IMC Plan for Bitis Intergrated Marketing Comunication (MKT304) 3 0 BITIS IMC Program MKT304 Group project Class MKT1601 Group members Đoàn Lê Phương Linh Phan Bằng An[.]

MKT304 - Group Assignment - IMC Plan for Bitis Intergrated Marketing Comunication (MKT304)

BITIS IMC Program MKT304- Group project

Class: MKT1601

Group members:

Đoàn Lê Phương Linh

Phan Bằng An

Lê Tuyết Anh

Nguyễn Trang Nhung

Ngô Mạnh Trường

Table of contents

1 Introduction

1.1 Company

1.2 Product

1.3 Objectives

2 Analysis of Promotional Program Situation

2.1 Internal analysis

2.1.1 Promotional/ Marketing Department organization

2.1.2 Firm’s ability to implement the promotional program

2.1.3 Agency evaluation and selection Review of previous program results 2.2 External analysis

2.2.1 Consumer behavior analysis

2.2.2 Market segmentation and target marketing Market positioning

3 Analysis of Communication Process

3.1 Analyze receiver’s response processes

3.2 Analyze source, message, channel factors

3.3 Establish communication goals and objectives

4 Develop Integrated Marketing Communications Program

4.1 Advertising

4.2 Direct marketing

4.3 Digital/Internet marketing

4.4 Sales promotion

4.5 Public relations/publicity

4.6 Personal selling

5 Budget Determination

5.1 Set tentative marketing communications budget

5.2 Allocate tentative budget

6 Evaluate promotional program results/effectiveness (How/ tools)

7 Conclusion

1 Introduction

1.1 Company:

- Biti's (full name: Binh Tien Consumer Goods Manufacturing Company) is a brand specializing in manufacturing shoes and sandals in Vietnam, established

in District 6, Ho Chi Minh City in 1982

- Slogan:Tender Care of your feet - Nâng niu bàn chân Việt

1.2 Product:

- That Central - the source of creativity for the most advanced design - Biti's Hunter Street x VietMax | Bloomin' Central, accompanying artist Viet Max:

- 1 pair of SHOES – 3 VARIABLES (3-in-1) Diverse style variations from Low-Top to Mid-Top & Mid-Top Reverse

- FLEXIBLE VERIFYING APPLICATIONS: The exterior is rough but opens with brocade brocades of various colors - like the soul of the Central people from extreme poverty, still romantic to sharp, talented, unique, and proud

- UNIQUE CULTURE INSPIRATION As the "real" husk, first incorporated into the sole, rough but elastic, high strength - As human capital is optimistic, constantly rising

- MEDICAL MANUFACTURING, MULTIPLE DETAILS - This is the shoe that invests in creativity & explores the most diverse materials in every detail, all aimed at portraying the harsh but quintessential gut And especially, the brocade woven fabric represents cultural interference - a combination of the motifs of the Central Highlands ethnic groups & the patterns of Cham ethnic origin - creating diversity and strong spread of Vietnamese culture Culture of the Central region - depicting a person who is sharp, talented, unique, and proud

1.3 Objectives

- Bitis targets all types of customers from workers with average wages to the upper class in society, from the elderly to children Every customer becomes the target market of the business The business will meet the needs of all customers for the types of products they need

2 Analysis of Promotional Program Situation (NHUNG)

2.1 Internal analysis

2.1.1 Promotional/ Marketing Department organization

Biti's organizational structure follows a hierarchical org chart which is the pyramid-shaped organizational chart It's the most prevalent organizational structure, with a chain of

command that runs from the top (e.g., President, Vice President) to the bottom (e.g.,

entry-level and low-level employees), with each employee reporting to a supervisor

Mr Cuong Nguyen is the head of Biti's marketing department, which employs 80 people, including managers and staff In the areas of market research, consumer behavior, product marketing, and product promotions, the Marketing Department advises the Board of

Directors

2.1.2 Firm’s ability to implement the promotional program

Biti's, which was founded in 1982, creates designs and manufactures for the domestic and international mass market Biti's is Vietnam's No 1 footwear brand, producing and retailing shoes and establishing a reputation for high-quality products Biti's is a 34-year-old footwear brand that also contributes significantly to Vietnam's economic development

To assess the ability to apply for the company's promotion program, let's take a look at Biti's SWOT A SWOT analysis is a list of your company's strengths, weaknesses, opportunities, and threats The fundamental goal of a SWOT analysis is to assist firms in developing a complete understanding of all the aspects that go into making a business decision

STRENGTHS

Biti's is a long-lasting brand with a

memorable slogan: "Biti's looks after

Vietnamese feet."

A good reputation in durability

Manufacturing technologies and a strong

workforce: Skilled and dedicated workers

with Taiwanese technology application

Having a wide network of retailing and

stores: 7 franchise centers and over 2300

local stores in 40 countries

WEAKNESSES Poor product design combined with a lack

of eye-catching color results in an unattractive product

Inadequate client service: Channels of consulting that haven't been completed, websites for online sales that aren't good, and limited sales channels – no company with an internet presence

Marketing tactics are still being developed: Inadequate digital marketing and marketing strategy on target consumers is unclear

Lower price than international brands and

suitable for young people

OPPORTUNITIES

"Vietnamese people emphasize using

made-in-Vietnam Goods," according to the

customer's viewpoint

Government advice encouraged people to

buy more domestically produced goods and

Vietnamese consumers' faith in the brand

Market development in the mid-range

market category

Extends to markets: Market-opening

policies as a foundation and government

and other country motivation

THREATS Low-cost footwear imported from China Domestic labels like Thuong Dinh

International brands like Adidas, Nike, and Converse

The shift in client preferences

Decreased demand

2.1.3 Agency evaluation and selection and Review of previous program results

The previous marketing program of Biti's is the “Biti's HUNTER MARKETING

STRATEGY - VIETNAMESE SPORTS SHOES”

Biti's brand has long been associated with the notion of an established if rather old

Vietnamese brand The arrival of Biti's Hunter, on the other hand, is like a breath of fresh air

in the Vietnamese sports shoe market, and it is seen as a remarkable rise of the Vietnamese shoe brand

Biti's has a fresh look and a new look from Vietnamese customers thanks to fearlessly

choosing a new direction in comparison to the past, as well as employing an effective

marketing plan

Biti's Hunter is designed for "skillful hunters" and is as light as a feather Biti's Hunter is one

of the lightest Vietnamese sports shoes available while maintaining a high level of quality and design Depending on the design and color, the pricing ranges from 400,000 VND to 650,000 VND This captures the essence of the company's popular slogan, "Beware of Vietnamese Feet."

Biti's distribution system in the domestic market includes two branches, two trade centers, two business centers, 33 marketing stores, and over 2300 agents - stores dispersed across the

country, making purchases very convenient This is a system of indirect distribution Agent for the manufacturer, and retailer Consumer Wholesaler is also available through online retailers like Lazada, Tiki, and Lotte Biti's uses a centralized distribution approach to sell products throughout the market region, to bring as many things into the market as possible Biti's gains market share and revenue as a result of this

Through this strategy, Biti's can have some advantages: Creating a vast coverage area and quickly introducing the Biti's Hunter brand image to consumers without Biti's having to invest a lot of money On the other hand, for starters, managing such a distribution system will be challenging Stores can compete on pricing to sell a large number of items, resulting

in distribution channel conflicts Biti's stores may be present in the market, thereby allowing buyers to compare the quality of Biti's Hunter products to that of potentially inferior goods, thus impacting the Biti's Hunter brand

2.2 External analysis

2.2.1 Consumer behavior analysis

Buying Behaviour

Currently, the trend of globalization is increasing, and people's living demands are

continually evolving, necessitating individuals to be active, dynamic, and on the go to

harmonize with the rest of the world, to adapt to the present world Young people like

students Students, who are healthy young individuals with lots of energy, have a greater need

to be active than the general population Not only that, but they are also eager to demonstrate their characteristics through their appearance In addition to their appearance with trendy clothes, they need to invest in a fashionable pair of shoes that match their style and

personality, giving them self-confidence as well as comfortability

The Reason For Buying Shoes

According to research, when it comes to buying shoes, the model is the most important factor for 66.4 percent of online survey respondents and 56.1 percent of offline survey respondents This demonstrates that young people enjoy following fashion trends and pay close attention

to models The design of the shoes can assist the wearer in expressing their particular style or revealing a portion of their personality As a result, design is crucial and has a significant influence on consumer purchase decisions When accounting for 37.4 percent in online surveys and 24.4 percent in offline surveys, the price element is equally relevant

Brand Awareness

According to the survey, there are 100% "Yes" answers in the offline survey, 88.8% in the online survey, which shows that the advertising or communication activities of Biti's Hunter products are quite effective Moreover, the majority of people who know about Biti's Hunter products are young people

Most people know Biti's Hunter through advertising, with 50% in the offline survey, 44.9% in the online survey, showing that the advertising campaign of Biti's Hunter products is quite successful Thereby showing that advertising campaigns are very important when you want to bring products closer to customers Knowing about the product through a celebrity accounted for 31.8% of the online survey, and 24.4% of the offline survey This is understandable because the audience of Biti's Hunter product is young people, so in the PR campaigns and advertisements of the product, there are singers who are very popular with young people like Son Tung MTP in the MV "Lac Troi" brought the product Biti's Hunter or similar to Soobin Hoang Son in the MV "Di de tro ve" And this campaign is quite effective as shown by the survey results as well as causing fever among young people in the second half of 2016 In addition, the survey subjects also learned about Biti's Hunter products through their friends 2.2.2 Market segmentation, Target market and Market positioning

Market Segmentation

Demographic

- Gender: male and female

- Age: 17-25

- Income: from middle-class people who aren't as price sensitive

Psychographic

- Lifestyle: today's vibrant young people enjoy exploring and are enthusiastic about tourism They want high-quality sneakers in a trendy design at a reasonable price

Behavioral

- Personal needs: When purchasing a product, customers frequently consider a variety of styles, colors, and other factors Shoes should be chosen following one's personality and way

of living

- Work needs: The product must be highly specialized, durable, and user-safe

- Communication needs: The product must be courteous and formal to the users

Target Market

Most of Biti's products have so far been aimed at people in the lower middle and working classes But Biti's Hunter targets young people in the medium and higher middle classes who are less price-sensitive, with a price range of 500,000 -1,000,000 VND (21.5-43 USD)

Market Positioning

Selecting the Most Effective Competitive Advantages

Biti's has developed the Biti's Hunter product with spectacular colors, youthfulness, and modern designs, and Hunter will give you the character the merits of craftsmanship

Choosing an Overall Positioning Strategy: "THE SAME FOR LESS"

By launching a brand that offers equal quality at a lower price, Biti's can challenge a

competitor's more-for-more positioning, such as Nike or Adidas The price from 400.000

VND to 650.000 VND is regarded as reasonable when compared to the quality and

distinguishes Hunter from other sports shoes on the market

Market Positioning through Social Media and Promotion:

Biti's has made extensive use of social media sites such as Facebook and Instagram Biti was able to speak with one voice to young people because of a superb communication strategy that included good content, convincing words, stunning visuals, and highly participatory activities Biti's used Influencer as well as various online activities such as giveaways, online sales, and Uber Move (a chance to obtain Biti's Hunter shoes when traveling by Uber)

3 Analysis of Communication Process

3.1 Analyze receiver’s response processes

- Biti's has used the AIDA communication formula to develop an approach that is both logical and appealing

- The first step is Attention

- Biti's communication strategy aims to reach, promote, and attract people's attention to new brands and goods to arouse curiosity and interest Biti's has adopted Viral Video

as a significant approach in its marketing plan to achieve this goal And the viral videos here are Son Tung MTP’s "Lac Troi" and Soobin Hoang Son "Di de tro ve," which have been causing a fever in the online community for a long time

- Interest is the second step (Create interest in brands and products)

- Biti's is also highly astute in harnessing the power of the KOL channel to

communicate the next plan, hence increasing consumer love, affection, and faith in the product Biti's has "educated" customers and the market by using the KOL channel

to choose potential clients as young people, resulting in the creation of a new shoe trend Biti's sneaker, Biti's Hunter, has sparked a lot of media attention (over 21,000 comments) since its release in January 2016, with Facebook serving as the primary source of discussion due to its active activity of Biti's on fanpage

Desire is the next step (stimulation, wants, and needs of customers)

- This is when Biti's employs a series of public relations pieces as part of its plan to increase client demand and desire for items

The final step isAction(Stimulate customers to take action on the product)

- Biti's Hunter has developed discount programs to entice clients who are still

undecided about purchasing Biti's Hunter This strategy is even more effective when Biti's is combined with e-commerce websites that offer discount codes for a limited time

-3.2 Analyze source, message, channel factors

- Source: The first and most important source would be the company, it has been around for more than 40 years, therefore, they have established a certain amount of credibility in consumer awareness They also do charity work to give back to the community They make Vietnamese people proud to have their Viet-branded shoes Considering it to a source, it could be relatively trustworthy, believable, expertise but might be biased Next, we have influencers and endorsers that work to promote Bitis products such as Son Tung, Soobin Hoang Son, H’Hen nie, and Vietmax They are celebrities, which is the highest level of influencers Therefore, they have an

influential impact on people who follow them on social media, which could be

millions of them However, since they are being paid to promote their products, it could be fair to say it is believable and trustworthy but to a certain degree, and still biased Lastly, we have micro-influencers and macro-influencers who buy products from Bitis and review them on their channel Needless to say, since they are paying for the products with their own money, their review would be more honest and unbiased, moreover, some of them could be experts in shoes and technology of shoes

as well

Analyze message factors:

● Content: Our marketing campaign this time still appeals to the feelings and emotions

of consumers To be more specific, it aims at Vietnamese patriotism which can attract and grab the attention of customers as nowadays they are moving towards the trend of domestic consumption “Vietnamese people use Vietnamese goods” This also follows