(Tiểu Luận) Final Project Digital Marketing Strategy For Bitis Collection Bitis Hunter X Spiky Collar.docx

HO CHI MINH NATIONAL UNIVERSITY UNIVERSITY OF INFORMATION TECHNOLOGY FACULTY OF INFORMATION SYSTEM FINAL PROJECT DIGITAL MARKETING STRATEGY FOR BITIS COLLECTION "Bitis Hunter X spiky collar" Subject D[.]

HO CHI MINH NATIONAL UNIVERSITY

UNIVERSITY OF INFORMATION TECHNOLOGY

FACULTY OF INFORMATION SYSTEM

FINAL PROJECT DIGITAL MARKETING STRATEGY FOR

BITIS COLLECTION "Bitis Hunter X spiky collar"

Subject: Digital Marketing Lecture: MSc VĂN ĐỨC SƠN HÀ

Group member:

Ho Chi Minh City, June 2023

First of all, we would like to express our sincere gratitude to the esteemed professors at the University of Information Technology, Ho Chi Minh City National University, and the faculty of Information Systems for providing us with the fundamental knowledge that serves

as the foundation for our project

In particular, we would like to extend our deepest thanks and appreciation to Dr Tran Van Hai Trieu, who taught the Online Marketing (theory) course, and Mr Van Duc Son Ha, who taught the Online Marketing (practical) course We are grateful for their dedicated teaching and guidance, which have been invaluable in helping our team complete our course report

During the project implementation, we applied the accumulated foundational knowledge,combined with learning and researching from our professors, and classmates, as well as various reference materials From these sources, we maximized the information we collected

to deliver the best possible project report However, due to our limited specialized knowledge and lack of practical experience, the content of the report may still have some shortcomings

We sincerely hope to receive your feedback and additional guidance to further enhance our knowledge, enabling us to utilize it for future projects as well as in our future studies and work

Once again, we would like to express our sincere and heartfelt gratitude to our professors and friends!

Ho Chi Minh City, June 15, 2023

Student group

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TABLE OF FIGURE

Figure 1.1 Biti's Logo 1

Figure 1.2 Biti's Hunter Logo 4

Figure 2.1 The global footwear market share from 2011 to 2018 6

Figure 2.2 The trend of searches related to the keyword “sports shoes” in 2021 bases on Google Trends data 8

Figure 2.3 The export value of Vietnam’s footwear industry from 2010 to 2022 10

Figure 2.4 Product image 13

Figure 2.5 Product image 13

Figure 2.6 Campaigns run by Bitis Hunter 17

Figure 2.7 Footwear Market by Geography, Global 2021 18

Figure 2.8 Products of Adidas Source: adidas.com.vn 22

Figure 2.9 Products of Nike Source: vuahanghieu.com 23

Figure 2.10 Jazico shoe product from Ananas, a competitor 24

Figure 2.11 Product of the Sneaker CLASS 1 in SH line by Shondo 25

Figure 2.12 Vans Authentic Classic Black/White Shoe 26

Figure 2.13 Converse Run Star Hike 27

Figure 2.14 Bitis Hunter X 29

Figure 2.15 Bitis Hunter Street combine with VietMax 29

Figure 2.16 Vietnam Arising Bitis Hunter Street x VietMax Collection 29

Figure 2.17 Distribution channel diagram of Bitis Hunter 31

Figure 4.1 Statistics on customer discussions about Biti's Hunter shoes on 43

Figure 4.2 Chart illustrating the average price range customers are willing to

spend to own a pair of shoes 47

Figure 4.3 Chart illustrating the factors influencing purchasing decisions 47

Figure 4.4 Statistics on customer desires/wishes/preferences 48

Figure 6.1 Budget for Phase 1 59

Figure 6.2 Budget for Phase 2 59

Figure 6.3 Budget for Phase 3 60

Figure 6.4 Budget for Phase 4 60

Figure 6.5 Budget for Physical 61

Figure 6.6 KPI & Budget for Project 61

CHAPTER 1: INTRODUCTION TO THE TOPIC 1

1.1 The Reason for choosing the product: 1

1.2 General Introduction to Biti's Company 1

1.3 Formation and Development Journey 2

1.4 Scale 2

1.5 Historical Development 2

1.6 Mission and Vision: 3

1.6.1 Mission: 3

1.6.2 Vision: 4

1.7 Meaning of the name "Biti's Hunter": 4

CHAPTER 2: SITUATION 5

2.1 Market Segments: 5

2.2 The Potential of the Online Sports Footwear Market 6

2.3 P.E.S.T.L.E: 8

2.3.1 Political 8

2.3.2 Economic 9

2.3.3 Social 10

2.3.4 Technological 11

2.3.5 Legal 14

2.3.6 Environment 15

2.4 Market Trend 17

2.5 S.W.O.T 18

2.6 The current marketing performance 19

2.7 Customer Insight: 20

2.8 Competitors: 20

2.8.1 Direct competitors 20

2.8.2 Potential competitor 23

2.9 Digital resources 27

2.10 Business evaluation 28

2.11 Supplier 29

2.12 Distribution strategy 30

2.12.1 Types of distribution channels 31

2.12.2 Members in the distribution channel 33

CHAPTER 3: OBJECTIVE 35

3.1 Business objectives: 35

3.2 Marketing objectives: 36

3.3 Marketing communication objectives: 37

CHAPTER 4: STRATEGY 37

4.1 STP Model 37

4.1.1 Segmentation: 38

4.1.2 Targeting 39

4.1.3 Positioning: 40

4.2 Describe Target Audience 41

4.3 Competitive advantages 42

4.3.1 Customers circle - What is the customer looking for? 42

4.3.2 Company circle - What do customers think about Bitis Hunter? 42

4.3.3 Competitor circle - What do customers think about our competitors? 43 4.4 Insight & big idea 46

4.4.1 Our customer demand (survey data): 47

4.4.2 Our product role: 48

4.4.3 Conclusion 48

CHAPTER 5: TACTICS 49

5.1 Marketing Mix 4Ps 49

5.1.1 Product 49

5.1.2 Price 50

5.1.3 Place 51

5.1.4 Promotion: 52

5.2 Channel/ social media 53

CHAPTER 6: ACTION 54

6.1 IMC Plan 54

6.2 KPI & Budget 59

CHAPTER 7: CONTROL 62

7.1 Measurement metrics 62

7.2 Analyze the risks: 62

7.2.1 Changing Consumer Trends 63

7.2.2 Marketing and Promotion Effectiveness 63

7.2.3 Quality and Durability Concerns 63

7.2.4 Pricing and Affordability 63

7.3 Solution 63

7.3.1 Product problem 63

7.3.2 Consumer trends 64

7.3.3 Marketing Strategy 64

CHAPTER 8: REFERENCES 65

CHAPTER 1: INTRODUCTION TO THE TOPIC

1.1 The Reason for choosing the product:

The product of sports shoes is increasingly favored and popular among young people However, Biti's is becoming outdated in the eyes of consumers Understanding this, Biti's has undergone a remarkable transformation and introduced Biti's Hunter - Light as a feather, a premium Vietnamese sports shoe line with great potential for development

1.2 General Introduction to Biti's Company

Figure 1.1 Biti's Logo

Biti's is a household consumer goods manufacturing company, officially known as Biti's Joint Stock Company, specializing in footwear production in Vietnam Founded in 1982, the company is renowned for its slogan "Nâng niu bàn chân Việt" (Caring for Vietnamese Feet)

It is a trusted and familiar brand among consumers and a source of pride for the Vietnamese people as a national brand The company consists of two member units: Biti's Joint Stock Company and Biti's Dong Nai Joint Stock Company (DONA Biti's) The company's website can be found at https://www.bitis.com.vn/

In addition, the company has achieved several notable accomplishments, including being awarded the Vietnam Value National Brand twice (in 2008 and 2010) and receiving the

"High-Quality Vietnamese Goods Leading Brand" award It has also been recognized as a Top Ten Trusted and Quality Vietnamese Brand, receiving the Gold Cup for three

consecutive years (2005-2007), awarded by the Vietnam Union of Science and Technology Associations

1.3 Formation and Development Journey

Starting as a small manufacturing facility in 1982, Biti's began as a cooperative named Binh Tien, specializing in rubber footwear production in District 6 with only a few dozen workers Despite facing numerous challenges during the period of a centrally planned economy, Biti's, driven by the dedicated individuals passionate about the country's economic development, persevered Over the course of more than 33 years, Biti's has built a modern production and export strategy, creating a footwear brand that caters to the needs and tastes of consumers Presently, Biti's has become a strong entity, demonstrating breakthroughs in the footwear manufacturing and trading sector, equipped with the necessary human, material, and financial resources to achieve even greater success

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1.4 Scale

Biti's initially consisted of two small cooperatives, Binh Tien and Van Thanh, located in Ho Chi Minh City Currently, in addition to the two production facilities, the company has 7 branches, 2 commercial centers, 2 business centers, 156 retail stores, and over 1,500 distributors nationwide Biti's also exports its products to 40 countries worldwide, including markets such as Russia, Ukraine, the United Arab Emirates (UAE), and Bahrain

1.5 Historical Development

1982: Biti's originated from two production cooperatives, Binh Tien and Van Thanh, situated on Binh Tien Street, district 6, Ho Chi Minh City, with 20 workers,

specializing in simple rubber footwear production

1986: The two cooperatives merged to form Binh Tien Rubber Cooperative, operating

in District 6 and focusing on producing various types of footwear, both for domestic consumption and export to Eastern and Western Europe

1989: Binh Tien Rubber Cooperative became the first non-state enterprise in Vietnam

to be granted direct import-export rights by the State

1990: Binh Tien Rubber Cooperative invested in Taiwanese technology and

introduced new products (EVA foam shoes) to enhance competitiveness against imported goods

1991: The establishment of the joint venture company, Son Quan, between Binh Tien Rubber Cooperative and SunKuan Taiwan, specializing in the production and export ofsandals and footwear This was the first joint venture between a private Vietnamese economic entity and a foreign company (with an 18-year term)

1992: Binh Tien Rubber Cooperative transformed into Biti's Joint Stock Company, specializing in the production of various types of foam footwear, sports sandals, men's and women's leather shoes, sports shoes, dress shoes, and sandals, catering to both domestic and international markets

1995: The establishment of Biti's Dong Nai Joint Stock Company (Dona Biti's)

2000: Opening a representative office in Fujian Province, China

2001: Biti's obtained BVQI and QUACERT certification for meeting the ISO 9001:2000 international quality management system standards

2002: Establishing the Biti's Central Highlands Commercial Center

2005: Establishing the Biti's Northern Commercial Center

2006: Establishing the Biti's Lao Cai Business Center

2006: Establishing the Biti's Da Nang Business Center

2008: Opening the Biti's Mekong Branch

2009: Opening the Biti's Southern Branch and launching the Sapaly Hanoi - Lao Cai - Hanoi train route

2013: Inaugurating the first 4-star hotel in Lao Cai: Sapaly Hotel Lao Cai

1.6 Mission and Vision:

1.6.1 Mission:

Continuously improve and enhance the quality of products, fulfilling the true meaning of Biti's brand identity: "Trustworthy - High Quality"

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Biti's Joint Stock Company is committed to continuously improving and enhancing the quality

of product offerings to meet the increasing and diverse demands of customers, in line with the true meaning of the Biti's brand identity: "Trustworthy - High Quality," and to build long-term trust with all customers

1.6.2 Vision:

To become a strong consumer goods manufacturing company in the Asian region

The decision to establish a vision and affirm the company's identity aims to develop Biti's Joint Stock Company into a strong and continually growing company, not only domestically but also internationally, maintaining a leading position in Vietnam and actively integrating with the international market The company strives to become a strong consumer goods manufacturing company in the Asian region

1.7 Meaning of the name "Biti's Hunter":

Bitis Hunter is a product designed for courageous "hunters" who are constantly on the move, seeking new experiences and expanding their horizons

The name "Bitis Hunter" symbolizes the spirit of adventure and exploration It is targeted towards individuals who are adventurous and constantly seeking new experiences, just like hunters in pursuit of their targets The product is designed to provide durability and

reliability for these adventurous individuals as they navigate through various terrains and environments

Figure 1.2 Biti's Hunter Logo

The meaning of the brand name "Biti's Hunter" is as follows: "Hunter" refers to a skilled and focused individual, symbolizing qualities such as agility, concentration, and precision In life, each of us has goals to strive for, and if we possess the characteristics of a "Hunter," achieving those goals becomes less challenging Biti's hopes that with these shoes as our constant companion, we can embody the spirit of a hunter, always ready to explore and conquer the challenges in life

CHAPTER 2: SITUATION2.1 Market Segments:

The sports footwear market is expected to grow at an average rate of 1.8% from 2011 to

2018, reaching $84.4 billion in 2018 The non-athlete sports footwear market is also a significant market segment, with an expected higher annual growth rate compared to the sports footwear market The global footwear market is divided into men's, women's, and children's footwear The men's footwear market leads the segment with a 52% market share The children's footwear market is expected to grow at a rate of 3.7% due to high convenience and the design of footwear for children

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Some of the largest footwear brands in the global market include Nike Inc., Adidas AG, Puma

AG, Under Armour Inc., Skechers USA Inc., Jones Apparel Group, Asics Corporation, Geox SpA, Wolverine Worldwide Inc., Ecco Sko A/S, The Timberland Company, Deckers Outdoor Corporation, Genesco, Inc., Crocs, and New Balance

Figure 2.1 The global footwear market share from 2011 to 2018

According to the Population Report in 2021, Vietnam's population is 98.47 million people The urban population accounts for approximately 37% of the total population The large population leads to a high demand for shoes/footwear, making it a potential market for Biti's The population structure is predominantly young, with a majority in the working age group, which means there is an abundant labor force with creative thinking and easy integration Here

is some demographic information about the population of Vietnam:

0-14 years: 23.55% (males 11,909,326 / females 10,735,324)

15-24 years: 16.23% (males 8,098,019 / females 7,509,021)

25-54 years: 45.56% (males 22,087,095 / females 21,719,615)

55-64 years: 8.55% (males 3,798,928 / females 4,419,837)

65 years and over: 6.12% (males 2,281,923 / females 3,601,075)

BITI'S Hunter targets the age group from 17 to 25 years old.

2.2 The Potential of the Online Sports Footwear Market

In the past, sports shoes were considered accessories that simply made physical activities morecomfortable and easier, often seen only during physical education classes However, in recent years, these shoes have become extremely popular and have become an essential item in the wardrobe of both men and women Regardless of your personal style, owning a pair of sports shoes has become a necessity

The high demand for these products indicates that selling sports shoes is a promising business idea that can generate significant profits for entrepreneurs In contrast to the saturated clothingmarket, the sports footwear industry is seen as a highly potential direction for business in Vietnam at present

The potential of the online sports footwear market is particularly noteworthy With the rapid growth of e-commerce and the increasing number of online shoppers, selling sports shoes online opens up new opportunities Online platforms provide convenience, a wide range of

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choices, and the ability to reach a larger customer base Moreover, the online market allows for effective marketing strategies and targeted advertising campaigns to reach potential customers.

In addition, the online sports footwear market offers flexibility and cost-effectiveness for both sellers and buyers Sellers can showcase their products without the limitations of physical store space, while buyers can easily compare prices, read reviews, and make informed purchasing decisions

The online sports footwear market in Vietnam holds great potential for entrepreneurs who are looking to tap into the growing demand for sports shoes With the right strategies and a focus

on customer satisfaction, businesses in this industry can thrive and achieve substantial success

Figure 2.2 The trend of searches related to the keyword “sports shoes” in 2021 bases

on Google Trends data

2.3 P.E.S.T.L.E:

2.3.1 Political

The law to minimize the problem of counterfeit and low-quality products in Vietnam is aimed at protecting consumers and ensuring the quality of products It includes strict regulations and penalties for those involved in the production and sale of counterfeit or substandard goods This helps create a fair and competitive market environment where businesses that offer genuine and high-quality products can thrive

In terms of politics and legislation, the Vietnamese government has implemented policies andlaws to safeguard consumer rights These regulations cover various aspects such as product safety, labeling, advertising standards, and consumer protection By enforcing these laws, the government aims to build consumer trust and confidence in the market, promoting a sense of security among customers when purchasing products This, in turn, leads to increased consumer loyalty and a willingness to spend more to support trusted brands like Biti's

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Furthermore, the government, in collaboration with the Ministry of Trade, has launched the campaign "Người Việt Nam ưu tiên dùng hàng Việt Nam" (Vietnamese prioritize using Vietnamese products) This campaign aims to raise awareness among Vietnamese consumers about the importance of supporting local businesses and using Vietnamese products It encourages consumers to choose and prioritize Vietnamese brands, fostering the growth and development of domestic companies and helping to build a strong national brand identity By emphasizing the benefits of using Vietnamese products and creating a favorable environment for local businesses, the government aims to boost the competitiveness of Vietnamese brands both domestically and internationally This initiative not only supports economic development but also promotes national pride and a sense of unity among Vietnamese consumers.

2.3.2 Economic

According to the statistics from the General Department of Customs, Vietnam's footwear exports in October 2022 are estimated to reach over 1.96 billion USD, an increase of 9.54% compared to September 2022 and a significant surge of 109.42% compared to October 2021

As of the end of October 2022, the total export value of this product reached 20.12 billion USD, a rise of 41.36% compared to the same period last year, accounting for over 6.43% of the country's total export turnover of goods in the first 10 months of 2022

Figure 2.3 The export value of Vietnam’s footwear industry from 2010 to 2022

Until the end of the first quarter of 2022, Vietnam's economy continues to be regarded as the

"fastest-growing economy in Southeast Asia" as a result of key prerequisites such as widespread vaccination and effective prevention of COVID-19 This reality allows Vietnam's recovery policies to be implemented with confidence, with a projected GDP growth of 6.5% in

2022 The strong commitment from the government, approved by the National Assembly with nearly 90% of votes in favor, provides additional momentum for the

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economic machinery International rating agency Fitch Ratings has also upgraded Vietnam'srating to BB with a positive outlook, forecasting an accelerated GDP growth of 6.1% in 2022and 6.3% in 2023 (compared to 2.6% in 2021).

=> Economic growth leads to increased consumer spending, allowing companies to expand their operations and achieve higher profits.

2.3.3 Social

In Vietnamese culture, footwear holds a significant place, with sandals being particularly favored by people of all ages Sandals are considered comfortable and suitable for the Vietnamese climate, allowing the feet to breathe in hot weather

For the 80s and 90s generations in Vietnam, who are now in their 30s and 40s, durability and affordability are key factors when choosing footwear They prioritize practicality and seek value for their money This consumer group values products that can withstand daily wear and tear, as well as provide long-lasting comfort

However, the younger generation of Vietnamese consumers, especially those in their 20s and early 30s, have different preferences They are more dynamic, adventurous, and focused on self-expression This group seeks unique and fashionable footwear that aligns with their personal style They are willing to explore new designs, colors, and trends

Moreover, young Vietnamese consumers are increasingly influenced by global fashion andfootwear trends They are active on social media platforms, follow fashion influencers, andstay updated on the latest international footwear brands This exposure has broadened theirhorizons and opened their minds to diverse styles and designs

As a result, there is a growing market segment in Vietnam for innovative and stylish footwear that caters to the preferences of the young, fashion-conscious consumers This presents an opportunity for both local and international footwear brands to tap into this market and offer products that combine quality, style, and affordability

To succeed in this evolving market, companies need to understand the preferences and aspirations of Vietnamese consumers, especially the younger generation They should focus

on creating trendy and durable footwear that aligns with the dynamic lifestyles and fashion sensibilities of Vietnamese youth

Overall, the Vietnamese footwear market offers immense potential for brands that canprovide a balance between quality, style, and affordability, while keeping up with thechanging consumer preferences and trends

2.3.4 Technological

The rapid advancement of technology in the 21st century has greatly influenced theoperations of Biti's Technology has revolutionized various aspects of the company'sprocesses, from design and production to customer engagement and sales

In terms of design and production, technology has allowed Biti's to enhance efficiency and precision Computer-aided design (CAD) software enables designers to create detailed and innovative shoe designs, streamlining the design process and reducing the time required to bring new products to market Additionally, advanced machinery and automation have improved the manufacturing process, resulting in higher productivity and consistent quality control

Knits technology:

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Knits technology refers to a type of fabric that is created by interlocking loops of yarn The process involves linking the loops together by holding the old loops while new loops are formed in front The old loops are then passed through the new loops to create a specific knitting pattern The sequential actions include horizontal rows, vertical columns, and circular rows.

Knits technology provides a comfortable experience for users, especially in footwear products with innovative features The knitted fabric surface is soft, breathable, stretchy, and resilient

It also has thermal insulation properties and does not wrinkle easily

Outsole Liteflex 3.0 technology:

Outsole Liteflex 3.0 is an advanced rubber formula used for the shoe sole It is an

improved rubber compound with optimized characteristics such as flexibility, good

friction, and abrasion resistance, which enhance the durability and long-term usability of the product

Figure 2.4 Product image

The insole is made of premium 3D molded O-foam material, featuring 6 massage points that provide a snug fit and support for the feet The crocodile-patterned elastic fabric is

antimicrobial, ensuring a comfortable and moisture-wicking sensation while reducing sweat and unpleasant odors

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Figure 2.5 Product image

Furthermore, technology has played a crucial role in enhancing customer interactions and sales channels for Biti's The widespread use of the internet and e-commerce platforms has enabled the company to reach a larger customer base beyond physical store locations Biti's has developed its online presence, providing customers with the convenience of browsing and purchasing products from the comfort of their own homes Online shopping platforms and mobile applications have made it easier for customers to explore the product range, read reviews, and make informed purchase decisions This has not only expanded Biti's customer reach but also created a seamless shopping experience for consumers

Moreover, technology has facilitated efficient and secure payment methods for customers Online payment gateways and mobile payment solutions have made transactions faster, more convenient, and less reliant on cash Customers can now complete purchases with just a few clicks, eliminating the need to physically visit a store or handle cash This convenience has contributed to attracting a broader customer base and increasing sales for Biti's Additionally, technology has played a significant role in improving supply chain management for Biti's Theimplementation of inventory management systems and data analytics has enhanced forecastingaccuracy, optimized inventory levels, and minimize stock outs or overstock situations This streamlined supply chain ensures that products are readily available to meet customer demand,improving customer satisfaction and loyalty

Overall, the integration of technology in Biti's operations has brought numerous benefits, including improved design capabilities, enhanced manufacturing processes, expanded sales channels, and optimized supply chain management Embracing and leveraging technology has allowed Biti's to stay competitive in the market, attract a diverse customer base, and provide a seamless and convenient shopping experience for consumers

2.3.5 Legal

In each business sector, there are specific legal regulations governing its operations The laws concerning product safety and quality, along with branding, contribute to the elimination of counterfeit Bitis products In our country, the policies for protecting consumer rights are relatively good, creating a sense of reassurance for consumers As a result, many consumers have become loyal customers to the brand

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Biti's Return Policy:

Customers can exchange the shoe size if the product doesn't fit

Returns are accepted for defective products

The cost of shipping for size exchanges and returns due to defects is covered

Biti's Warranty Policy:

Free warranty coverage is provided for cases such as open glue, torn stitching, broken hooks, and detached decorative patterns

Customers need to provide the invoice (delivery note) and the warranty card of the product

Biti's Loyalty Program:

With every purchase at Biti's stores, Biti's Hunter stores, and the Bitis.com.vn website, customers accumulate points that can be redeemed for attractive rewards and gifts The Biti's Loyalty app makes it easy to earn points and track them

E-commerce Payment Policy (source: Ministry of Finance, Vietnam):

Many modern technologies have been researched and applied to payment operations, such as biometric authentication, QR codes, digital card information, contactless payments, and using smartphones as payment devices These advancements contribute to enhancing transaction safety, security, and convenience while reducing costs, which have been positively received byconsumers and suppliers of goods and services

By the end of the first quarter of 2019, there were 18,668 ATMs and 261,705 POS machines installed in various establishments, distribution chains, retail stores, large hotels, healthcare facilities, hospitals, and schools across the country The number of domestic card payment transactions reached 65 million, with a total value of 171,000 billion Vietnamese dong Commercial banks have integrated additional features into bank cards for purchasing goods and services, thereby improving the safety of card payments

2.3.6 Environment

The natural environment plays a crucial role in Biti's production process by providing various raw materials These raw materials are essential for creating their products, such as footwear However, the availability of these resources is gradually diminishing, which poses challenges for the company

As the resources become scarcer, the costs associated with sourcing and acquiring them increase Biti's needs to invest more in securing and transporting these resources, which can

be expensive This additional cost puts pressure on the company's budget and affects its overall investment strategy

Furthermore, the issue of environmental pollution and waste management also impacts Biti's operations The company needs to invest in technologies and processes to treat and dispose of waste properly, in line with environmental regulations These investments not only require financial resources but also require dedicated infrastructure and trained personnel Addressing environmental concerns and complying with regulations can result in additional expenses for Biti's This expenditure can include implementing eco-friendly practices, adopting sustainable manufacturing processes, and ensuring proper waste disposal These measures are essential for minimizing the company's ecological footprint and preserving the environment

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However, while these investments may incur significant costs, they are necessary for the long-term sustainability and reputation of the company By prioritizing environmental responsibility, Biti's can mitigate potential risks, enhance its brand image, and attract environmentally conscious customers.

Figure 2.6 Campaigns run by Bitis Hunter

In summary, the depletion of natural resources and the need to invest in environmental sustainability pose challenges for Biti's The company must navigate these issues by balancingthe costs associated with resource acquisition, waste management, and sustainable practices toensure its long-term profitability and contribute to a healthier environment

2.4 Market Trend

The increasing awareness of health benefits among consumers after the COVID-19 pandemic has brought a certain number of customers to the Bitis Hunter product line After a period of isolation, people tend to engage in more outdoor activities, and choosing a pair of shoes that are both stylish and suitable for their journeys becomes essential

The retail e-commerce sector has been growing tremendously in recent years, and the rising disposable income in society also brings certain advantages to the footwear industry.The Asia-Pacific market is expected to witness significant growth during the forecast period from 2021 to 2028, driven by the strong economic development in this region

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Figure 2.7 Footwear Market by Geography, Global 2021

Inclusion: The demand for fashion is an essential need in society, and for young consumers,

this demand is quite high and has a growing trend in both quality requirements and innovativedesigns

2.5 S.W.O.T

Strengths

BITI'S is one of the most famous brands

in Vietnam that produces durable and

high-quality products trusted by the public.

BITI'S has an extensive distribution

system with 68 marketing points and over 1,500

retail distribution intermediaries.

BITI'S carries a meaningful message that

customers can easily remember ("Nâng niu

bàn chân Việt" - "Caring for Vietnamese feet").

The company has modern factories, skilled

labor, and advanced machinery and equipment to

ensure production capacity.

BITI'S has a team of highly skilled and

knowledgeable workers and a young design

team that quickly captures trends.

WeaknessesThe poor control over agency operations has reduced the effectiveness of marketing with consumers.

There is a lack of proactive control over the source of raw materials The availability of raw materials is limited, and domestic companies that produce them cannot meet Biti's requirements

As a result, up to 60% of Biti's input materials are imported, with only 40% sourced domestically The sales and customer care department has not been given enough attention.

After dominating the domestic market for many years, Biti's has gradually lost market share due to distribution channel issues.

Biti's has introduced too many products (multiple different lines), causing some lines

to become diluted and lose distinctiveness.Opportunities

Customers prioritize using Vietnamese

products, especially attracting a large number of

young customers Vietnam is currently in a golden

population phase, with a high proportion of people

from Generation X, Generation Y, and Generation

Z Advertising campaigns in the new technology

era attract the younger generation.

ThreatsThe demand for product quality from consumers is increasing: as their living standards improve, they expect higher quality products and demand that products are updated with advanced and modern technology.

Consumer trust in Vietnamese products

is not yet high.

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The market is vast, with great potential

and continuous expansion and development.

Collaboration with various influential figures

and celebrities leads to effective marketing.

Success in building an initial brand will

provide a solid foundation for future

Considering the cost and design will be a significant challenge: competitors who meet the needs of consumers in terms of both price and quality in the middle segment They are very responsive to the market and constantly change in terms of design and offer affordable prices

Table 1 SWOT

2.6 The current marketing performance

Summarizing the performance of two seasons campaign:

Season 1:

Two MVs stood in the YouTube Trending for 21 consecutive days

The music video "Đi để trở về" by Soobin Hoàng Sơn appeared on Zing's rankings for 6 consecutive months

The MV "Đi để trở về" alone generated 1.7 million interactions on social media, with brand mentions accounting for over 10%

Achieved 300% of the sales target within just 7 days

Ranked #1 on the YouTube Ads Leaderboard for Tet 2017

Won the Silver Award for Outstanding Communication Campaign in Asia and the Gold Award for Best Use of Video at the PR Asia Awards 2017

Season 2:

The MV "Đi để trở về 2" reached over 38 million views within 1 month

Stayed in the top YouTube Trending for 18 consecutive days

Ranked 3rd in the top 10 prominent campaigns on social media during Tet 2018 (according to YouNet Media's rankings)

Generated over 3.5 million interactions and nearly 300,000 mentions on social media (according to YouNet Media's rankings)

Sales growth of 250% compared to Tet 2017, surpassing the target by 60%

Ranked #1 on the YouTube Ads Leaderboard for Tet 2018

Through two seasons of the campaign with two songs, "Đi để trở về," the campaign of Biti's Hunter brand has increasingly engraved itself in the minds of consumers with

a meaningful message: Go far, to explore, to experience, to grow and appreciate the act of coming back, valuing the journey of returning

Easy to clean and has good load-bearing capacity.

Sporty, fashionable, trendy designs that provide a comfortable feeling for users Adidas has gone through a long journey to establish itself as a youthful brand Endorsements from celebrities and sponsorships of major sports organizations Adidas has an efficient distribution system for their products available throughvarious channels

Prices range from 1,000,000 VND (on sale) and above

Users know that Adidas shoes are intricately designed, lightweight, durable, andprovide comfortable movement without the worry of getting stuck or experiencingfoot pain They are suitable for all customer segments: men, women, and children.This is achieved through the application of the following technologies:

BOOST Technology: Introduced in 2003, this technology focuses on utilizing a new compressible plastic material in the shoe's midsole This new material has advantages such as excellent heat resistance, lightweight, durability, and high elasticity

Therefore, this technology represents a breakthrough in Adidas' sports shoe

manufacturing process

Springblade Technology: Implemented by incorporating 16 elastic polymer blades into the outsole, this technology generates a propulsion force that pushes the shoe forward The polyester material used is soft, avoiding brittle breakage and providing long-lasting comfort

Primeknit Technology: By employing Primeknit technology, Adidas footwear products have a seamless one-piece shoe construction, high aesthetic appeal, and excellent durability This technology is developed based on the principle of

specialized knitting It is considered a competitive technology against Nike's shoe brand

These technologies contribute to the overall quality, comfort, and performance of Adidas shoes, catering to the diverse needs of their customers

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Figure 2.8 Products of Adidas Source: adidas.com.vn

2.8.1.2 NIKE:

Durable, lightweight, high-quality, and long-lasting

Youthful, dynamic, and gentle colors

Utilization of modern tools and recognition as a leader in technology

Endorsement by celebrities and sponsorship of major sports organizations

Regular year-end promotional programs

Nike shoes are meticulously crafted with exquisite attention to detail by skilled artisans in the world of fashion and sports accessories In particular, Nike shoes use highly durable materials that are difficult to peel, crack, or damage A pair of Nike shoes can have a long lifespan, remaining in good condition for over 3 years

Furthermore, Nike's newly released shoes always incorporate the most advanced technologies in the fashion industry, such as Nike Zoom, Nike Free, Nike Shot, Lunarlon, Flywire, and more Each technology carries its own unique features, contributing to the excellence of each individual pair of shoes, never disappointing customers Price ranges from 2,000,000 VND

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Figure 2.9 Products of Nike Source: vuahanghieu.com

Inclusion: The weakness of the two aforementioned competitors lies in price competition

compared to Biti's Hunter Biti's Hunter maintains a stable price in the mid-range segment even without a sale, with prices ranging from approximately 660,000 VND to below 1,600,000 VND

2.8.2 Potential competitor

2.8.2.1 ANANAS:

Brand: Ananas - known as a Vietnamese shoe brand It was introduced to the market

in the 2010s, but in recent years, Ananas has gradually gained the trust of young people With minimalist designs that are suitable for various outfits and styles, Ananas has brought a fresh breeze to Vietnamese shoe fashion and gained popularity among young people Additionally, Ananas has collaborated with many famous brands such as Puma, Burberry, Keds, and more

Competing product: Jazico product line

Price range: 580,000 VND - 1,200,000 VND

Simplified design, basic colors that can be matched with any clothing style

The Jazico line of shoes from Ananas is designed to be suitable for all genders It combines canvas and suede materials, providing a soft yet sturdy feel Customers can comfortably move while still maintaining a fashionable look

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Figure 2.10 Jazico shoe product from Ananas, a competitor

2.8.2.2 SHONDO:

Brand: Shondo - Entered the footwear fashion industry in 2014, and since then,

Shondo has become a popular Vietnamese shoe brand among young people, especially for its fashionable sandal models In recent years, Shondo has continuously improved and introduced new sneaker products, particularly the CLASS 1 Sneaker line, with stylish designs and reasonable prices, which are highly preferred by many young customers

Competitive product: Sneaker CLASS 1 in SH

Price range: 600,000đ - 700,000đ

Minimalist design with modern checkered patterns and prominent SH logo

Super lightweight, approximately 400g

Full-length phylon sole with patterned grooves for enhanced traction and slip resistance

Microfiber upper material, premium woven Webbing straps, and logo with new technology transfer printing

Soft and breathable Mesh fabric lining combined with snug EVA cushioning for comfort and foot protection during movement

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