Bitis Hunter - Tiếng anh chuyên ngành | Đại học Lâm Nghiệp

HANOI UNIVERSITY 01 Executive Summary
For the purpοse οf having a deeper
understanding οf marketing strategies οf a particular cοmpany, we decided to
conduct an analysis of the marketing plan
of Biti's Hunter launch campaign in
Vietnam from 2020 to November 2021.
The current marketing situation of the campaign is discussed in the first part of our
report, and it provides some basic and useful information about the company
including history, size, current development, current product lines, target customers,
micro environment and macro environment. In the second part, we also do a SWOT
analysis to thoroughly enter the company's situation so that we can evaluate the
campaign's progress, achieve major success, and overcome its obstacles. SWOT
analysis has shown the fundamental issue, which is out-of-date design. Following
that, a full analysis of the organization's goals is offered, along with the results and
a time frame. To accomplish the objectives, the campaign has to complete
marketing strategies to launch its new products with attractive promotion,
reasonable price, and convenient place. Next, our report provides an action program
for 4Ps with specific tasks within one month. Last but nοt least, we evaluate the
effectiveness of the marketing plan of the campaign and sοme useful
recοmmendatiοns are made fοr future imprοvement. Company introduction Biti's, which is k g Company, is a brand specializin was founded in
1982 by Mr. Vuu Khai Thanh. Through more than 38 years of production and
business activities with many ups and downs, Biti's has grown and developed with
the country, becoming a reliable and familiar brand to consumers as well as become
a Vietnamese people's pride in "National Brand" in the field of prestigious and
quality footwear. With the vision of becoming a large consumer goods company in
Asia, Mr. Vuu Khai Thanh wants to build a strong and growing company not only in
the country but also around the world, maintain its leading position in Vietnam and
actively integrate with the world, becoming a large consumer goods manufacturing
company in Asia. Therefore, Biti's is constantly changing, improving the quality of
providing products that are true to the meaning of Biti's brand identity "Prestige - Quality".
Continuing the mission of cherishing Vietnamese feet, the journey to conquer new
customers officially begins with the goal of bringing a youthful, modern and
impressive breeze in addition to maintaining the reputation of quality that has been
famous for so long. From December 2015, Biti's officially launched the high-end
sports shoe line Hunter with superior design features suitable to the consumption
trends of young Vietnamese people. With a new purpose to retain the traditional
values while bringing a fresh ambiance in modern style and vivid paint, Biti's Hunter
– Biti's sport shoes brand – was introduced to the market at the end of 2016 with
the unique feature "Light as Flying," offering the optimum comfort for consumers'
daily excursions. Biti's Hunter has effectively established itself as a well-known
brand among the Vietnamese young population. 02 Current ormance
Considered an outdated brand, Biti's has decided to launch a new product line
called Biti's Hunter to bring a new experience to customers. Since its launch, the
Biti's Hunter sneaker line has created a great craze in the youth community and is
constantly "sold out" by its fashion products, matching youth trends as well as
creative promotional campaigns. Therfore, Biti's Hunter is consistently one of
Vietnam's most popular sneakers, so it is understandable that Biti's income is
primarily derived from Biti's Hunter. After its launch, Biti's Hunter's sales increased
year by year and peaked in 2019. Especially, in 2018, Biti's Hunter - #theREDsnow
campaign received 1 nomination in the category of Best Brand Development
Campaign (product) in Asia by PR AWARDS ASIA 2018 which is an award created to
honor successful campaigns, companies and individuals in the media in Asia - Pacific. 03. Marketing Mix
Product Biti's Hunter is a line of high- Price Although owning a high quality,
end sports shoes from the Biti's brand.
Biti’s Hunter offers a reasonable price
With the inheritance of Biti's super-
ranging from 400,000VND to below
durable advantages, supplemented with
1,000,000 VND depending on the style
new technologies and modern youthful
and color. This price is really suitable for
design, Biti's Hunter aims to experience
consumers with a middle income. In
the most comfortable for every step.
comparison with some of today’s top
Light as flying is the feeling that Hunter
competitors in the sports shoes industry
brings to users with structural and
such as Nike, Adidas,& which often have technical features that reduce the
prices of over 2,000,000 VND, the price
weight of each shoe to only 225g, so of Biti’s Hunter is generally low.
that the steps can become the lightest.
Especially, Biti's Hunter also has a lot of
The lightweight Phylon sole technology
incentive programs when customers
provides comfort, and the rubber sole
pre-order new shoe models, seasonal
improves friction, allowing active young
promotions or on special occasions to
people to tackle any surface. Biti's p
Hunter also strives to enhance quality,
design, and develop numerous new
product lines in order to meet market
demands. The product line includes:
Biti’s Hunter X, Hunter Originals, Hunter
Liteknit, Biti’s Hunter Feast, Biti’s Hunter
Camo. Hunter stands out from the
crowd by using a bright orange color for
boxes and bags to identify products.
With careful investment in packaging,
Biti's has created a "luxury" for its product line. P L A C E
Offline market Biti's is one of the companies
with a nationwide distribution system, with
seven major branches, 68 marketing stores, and over 1500 retail distribution intermediaries, demonstrating that the
company's product distribution has done
exceptionally well. In addition, in order to
project a more premium image, Biti's Hunter
also creates its own independent stores on
prominent streets in Hanoi and Ho Chi Minh
City. This is a fresh and vibrant shopping
environment exclusively for Biti's Hunter fans. Online market Biti’s Hunter takes full
advantage of the official Biti’s website to
display products as well as drive sales.
Moreover, Biti's also diversified the form of purchase by combining sales through
Biti's Hunter's target customers
websites. Customers' buying habits have
are nationwide, so it is important changed recently, and they now seek
that the company's products are
convenience in their purchases. As a result,
distributed all over the country.
Biti's Hunter is also available through E-
commerce channels such as Lazada, Tiki, Shopee,etc. Attention
Biti’s Hunter makes great effort to catch social attention by using
a variety of advertising methods. Not only do they use social
PROMOTION medialikeFacebook,Zalo,Instagram,andsoonbuttheyalso
use leaflets and flyers so as to communicate their product's
value. Furthermore, via commercials on high television coverage
channels such and VTV and HTV, they also attract public attention.
Predominantly, < Đi đß trở vß'' is one of the most common
campaigns. Specifically, they want to illustrate the journey the
youth travel to find themselves, their ego in order to recognize
and appreciate Interest It is obviously an operativ proach when Biti’s Hunter uses and influencers to raise cu mers’
awareness and catch their interests.
Precisely, they invite celebrities to
promote so that they can create new
shoe trends since Biti’s Hunter target
audience is Vietnamese youth. Some
celebrities can be named are Soobin
Hoàng S¡n, S¡n Tùng MTP, Hư¡ng Giang, and so on. PROMOTION Desire
On the other hand, Biti’s Hunter
released a tremendous amount of
articles on Kênh 14 which is an
online news site for young people to stimulate consumer demand.
Particularly, the appearance of KOLs
accompanied with fashion trends
create a great influence on the customers. Biti’s Hunter simultaneously conveys the
goods = message on social media which encourages consumers to purchase. Action Furthermore, to deal with
customers who are hesitant about
purchasing or not, Biti’s Hunter come to a blow of discount
programs. That they collaborate
with e-commerce sites to launch discount codes on specific and special occasions also has wonderful responses. Moreover, Bitis Hunter change and return policy to some extent fortify customer trust and loyalty. 04. Micro Environment
The company Biti’s Hunter owns their robust human resource and well- trained
staff at about 8500 employees, which possess a design team made of the young.
This helps Biti’s Hunter catch up with new trends then launch various new
products. However, that they release a tremendous array of products as well as
product lines makes some of their product lines get blurred.
Suppliers At the time being, Biti’s Hunter is in a desperate need of
production materials but the domestic supply cannot meet their needs owing to
limited resources. Thus, 60% of Biti’s Hunter materials is imported and the amount
of domestic materials make up a small portion of 40%.
Intermediaries Binh Tien opens a few Bitis Hunter independent stores, as well
as outlets at shopping centres such as Vincom. This results in customers’ difficulties
when seeking out and purchasing their products. Moreover, not having
independent online stores on e-commerce exchanges makes their consumer reach and approach hard.
Competitors Biti’s Hunter has to face two types of competitors. The first one is
international competitors such as Nike, Adidas, Vans, Converse,...offering high
prices with diverse product lines as well as high quality and especially the influence
of trademarks. Moreover, foreign companies demonstrate a wide range of design
variations in comparison to Biti's basic designs. They target a certain demographic
with each design and have their own unique imagery. Nike, for example, has a
variety of collections, including Nike Air Yeezy and the Supreme x Nike NBA
Collection. The second competitors are from our country namely Mßt,
Ananas,...which own a lower price compared to Biti’s Hunter. Although the price of
Biti’s Hunter is quite reasonable with good quality, many customers still want to
find products with their low income.
Publics Biti’s Hunter has conducted various activities to draw the attention of
their customers. The most prominent campaign is < Đi đß trở vß=. However, after
four years, this campaign are increasingly losing their appeal to young people. The
communications are seen to be obsolete or replicated over years, necessitating
Biti's Hunter to seek fresh consumer insights or adjust its communication method.
Like other famous brands, Biti's Hunter also takes advantage of KOLs by inviting
them to join discussions about Biti’s Hunter’s products. Moreover, the rapid
development of social networks, media networks (Facebook, Youtube, Instagram)
are creating very significant opportunities for Biti’s Hunter when the speed of news
is measured in seconds and the scope is wide globally.
Customer The target market of Biti’s Hunter consists of young individuals who
often use shoes and sneakers and place a premium on product features and design.
Furthermore, they are constantly on the lookout for new experiences and ways to push themselves. 05. MACRO ENVIRONMENT PHIC
In terms of population size and age,
Vietnam currently has a population of
almost 100 million people, with youths accounting for a third of the total.
Furthermore, this age range is the target
audience for Biti's Hunter, so Vietnam is a
market worth exploring. Regarding gender,
it is one of the most essential aspects
influencing a company's product strategy
and target client selection for any fashion product.
Biti's Hunter items, on the other hand, can be described as "unisex" which can be
worn by both men and women, hence the increasing gender disparity in Vietnam
does not affect the brand much. NATURAL
The Covid 19 epidemic has had a significant impact on produ When the
epidemic spread rapidly, businesses' output was reduced as a resu having to
reduce the number of employees working to implement the distan nd they
also incurred numerous costs as a result of the disruption of the raw material
supply chain, as well as the cost of Covid-19 prevention (testing, vaccination, food
and accommodation for employees). In addition, during the complicated
development of the epidemic, border gates and air routes were closed, severely
limiting Biti's Hunter shoe export to overseas markets. The epidemic also has an
impact not just on production but also on consumer attitudes. People are not
allowed to go out or travel due to the disease, and they must follow the
government's instruction 16 to stay at home, therefore the need for shoes is limited TECHNOLOGICAL
The Covid 19 epidemic has had a significant impact on production. When the
epidemic spread rapidly, businesses' output was reduced as a result of having to
reduce the number of employees working to implement the distance, and they
also incurred numerous costs as a result of the disruption of the raw material
supply chain, as well as the cost of Covid-19 prevention (testing, vaccination, food
and accommodation for employees). In addition, during the complicated
development of the epidemic, border gates and air routes were closed, severely
limiting Biti's Hunter shoe export to overseas markets. The epidemic also has an
impact not just on production but also on consumer attitudes. People are not
allowed to go out or travel due to the disease, and they must follow the
government's instruction 16 to stay at home, therefore the need for shoes is limited ECONOMIC
Affected by the covid pandemic, sales
of Vietnamese’s footwear industry decreased significantly in 2020. Besides, people's income also decreased. Approximately 45% of
Vietnamese households reported a
decrease in disposable income in 2021
compared to 2020 (The World Bank
2021). This will impact consumers’ purchasing power and purchasing
trends since they have to prioritise savings rather than spending on footwear products (Euromonitor International 2021). 06. SWOT ANALYSIS STRENGTH WEAKNESSES
The company: Biti’s Hunter have modern
Marketing Intermediaries: There are few
machinery and equipment, as well as a team independent stores and their own stores
of skilled employees. Moreover, Biti’s Hunter in malls. Besides, Biti's hunter does not caught the trend very quickly.
have its own channels on e-commerce
Customer: Capturing the Vietnamese platforms.
mentality with national pride is the topic
Competitors: Competing with domestic
Biti's Hunter have been aiming.
brands such as: Mßt, Ananas,.. and
Publics: The rapid development of social
famous foreign brands such as: Nike,
networks. KOLs participate in the discussion Adidas,..
about Biti's Hunter. Biti’s Hunter also has
Suppliers: Raw materials are needed a
some activities such as giveaways,
lot, but domestic supply is limited. discounts&
Public: The <Đi đß trở vß= campaign is considered old and duplicated OPPORTUNITIES THREATS
Demographic: Vietnam is in a period with a
Natural : In covid- 19 pandemic, shoes
young demographic that Bitis Hunter can
are not essential products so the
benefit from since Bitis Hunter's targeted number of buyers decreased.
customer is the young, a generation of
Economic: Economy is influenced
unisex trends- things that Bitis Hunter also
directly and significantly due to the aiming at. . pandemic
Technological: The upward trend in online shopping. 07 MAIN ISSUES
Place: The number of negligible Bitis Hunter independent stores limits their
potential in approaching and communicating with customers. To be more
accurate, that Bitis Hunter has a few independent stores, independent online
shops on e-commerce exchanges like shopee are excused for product finding and purchasing difficulties.
Product: It can be witnessed that limited domestic supplies do not meet Bitis
Hunter material needs, that's why most of their materials are imported from
foreign sources. This brings about an issue recently with the Bitis Hunter new
collection which is advertised as focusing on traditional values but using Chinese
materials. To be more specific, on October 10th, Bitis launched their collection
named Blooming Centre in honour of the Central region's cultural values. They
introduced this collection as a creation with creative investment, a range of
materials experiments and great efforts of manufacturing. Blooming Centre,
however, rapidly become a talking point when a buỷe found that brocade fabric
used to make shoes is a common Chinese product can be purchased on Taobao-
an ecommerce platform at a wholesale price from 40.000VND per meter. Besides,
that buyer also pointed out the lack of similarity between embroidery patterns
on brocade patterns and Vietnamese culture, particularly the court art of the Nguyen era.
Promotion: Biti's Hunter must either uncover new insights from customers or
adjust its communication strategy because the messages are regarded to be stale
or duplicated over years. < Đi đß trở v =
ß , for example, is a campaign assessed to
be outdated over the four years period. The emotional concentrated messages
this campaign conveys gradually fade away and are not attractive as the former at present. Marketing objectives
The plan will be conducted in one month from 10/01/2021 to
11/01/2021. To begin with, after launching the latest product
lines named BLOOMIN’ CENTRAL, Biti’s Hunter received
negative reactions from the customers about the materials
used to make these shoes and the brand’s reputation is being
affected considerably. Therefore, it is urgent to change the
source of supply immediately and rebuild the brand image.
After that, driving sales to reach 20.000 pairs of Bitis Hunter
shoes is one of the most important targets. Moreover, to help
consumers easily access Biti’s Hunter products on the
Internet, it is crucial for Biti’s Hunter to open independent
channels on E-commerce exchanges such as Shopee, Lazada,... 09. MARKETING STRATEGIES Product Place
Biti's Hunter presents an enhanced
Biti's Hunter will establish independent
version of Biti's Hunter BLOOMIN'
channels on E-commerce exchanges like
CENTRAL using brocade materials
Shopee, Lazada, Tiki, and others to assist
inspired by Hue culture and art to
customers in quickly finding the required
effectively represent the product
Biti's Hunter items. Furthermore, Biti's
message. Simultaneously, Biti’s Hunter
Hunter will create independent stores
continues to market its items that
specially in shopping malls to attract more
have already been released: Biti's
potential customers as well as ensure that
Hunter X, BITI'S HUNTER FOOTBALL,...
clients get the best in-store experience. P P rice romotion
Biti’s Hunter continues to offer a
Implement advertising campaigns, reasonable price ranging from
launch new products on social media
400,000VND to below 1,000,000 VND
platforms Collaborate with E-commerce
depending on the style and color.
sites to run promotions and discounts on
Furthermore, Biti's Hunter provides
October 10 and October 20. There may
incentive programs for clients who pre-
be gratitude activities for loyal customers
order new shoe models or on special
such as giving out VIP cards to enjoy
events to encourage customers' buying
preferential treatment when purchasing. demands.
Customers who purchase Biti's Hunter
products and discover that they do not
fit their feet or have product defects can exchange them at the dealer 10. ACTION REFERENCES
CHIẾN L¯ỢC MARKETING CþA BITI’S HUNTER. (2021, August 24).
Retrieved from https://caohonmoingay.com/chien-luoc-marketing-cua- bitis-hunter/
Dan, Q. (2021, October 15). Biti's dùngg¿mTrungQußctrêns¿nphẩm
Việt:Doanhthumỗinămlênđếnhàng nghìn tỷđßng,lợinhu¿n"teo
top".Retrieved from https://danviet.vn/bitis-dung-gam-trung-quoc-tren-
san-pham-viet-doanh-thu-moi-nam-len-den-hang-nghin-ty-dong-loi-
nhuan-teo-top-20211015115140765.htm
Hanh, L. (2020, August 06). Biti’s Hunter – Thư¡ng hiệu Việt duy nh¿t
giành gi¿i t¿i PR Awards Asia 2020. Retrieved from
https://marketingai.vn/bitis-hunter-thuong-hieu-viet-duy-nhat-gianh- giai-tai-pr-awards-asia-
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Hanh, L. (2020, November 11). Chiến lược marketing: Biti’s th¿ng lßn nhß chiêu bài viral khôn khéo. Retrieved from
https://marketingai.vn/chien-luoc-marketing-bitis/
Quy, N. (2020, August 08). Nearlyhalf ofVietnameseshoponline:report. Retrieved from
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