Tiểu luận giữa kỳ Adidas - Biti's | Đại học Ngoại Thương

lOMoAR cPSD| 36066900 UNIVERSITY OF SOLBRIDGE FOREIGN TRADE UNIVERSITY SCHOOL OF BUSINESS
HO CHI MINH CITY CAMPUS ----------***---------- ----------***---------- END-MODULE ASSIGNMENT
Module: Principles of Marketing MID-TERM ASSIGNMENT Student: FOR EXAMINERS ONLY
Nguyen Thi Phung Hoang - 2205125003 Grade (in number): ………………..
Nguyen Pham Hong Chau – 2205125002 Grade (in words):
Ho Nguyen Gia Linh – 2205125007 ………………..
Do Huynh My Trinh - 2205125012 Examiner 1 Cohort: K61SB (Signature & Fullname) ……………….. Semester: II Examiner 2
Academic year: 2022-2023 (Signature & Fullname)
Headteacher: Ms. Nguyen Thuy Doan ………………..
Submission date: 5 Jun 2023 Student’s signature:
Ho Chi Minh City, April 2023 lOMoAR cPSD| 36066900 UNIVERSITY OF SOLBRIDGE FOREIGN TRADE UNIVERSITY SCHOOL OF BUSINESS
HO CHI MINH CITY CAMPUS ----------***---------- ----------***---------- END-MODULE ASSIGNMENT
Module: Principles of Marketing MID-TERM ASSIGNMENT Student’s fullname:
Nguyen Thi Phung Hoang - 2205125003
Nguyen Pham Hong Chau – 2205125002
Ho Nguyen Gia Linh – 2205125007
Do Huynh My Trinh - 2205125012 Cohort: K61SB Semester: II
Academic year: 2022-2023
Lecturer: Nguyen Thi Minh Ha
Ho Chi Minh City, April 2023 lOMoAR cPSD| 36066900
STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the end-module assignment, this
assignment contains no material published elsewhere or extracted in whole or in part
from an assignment which I have submitted or qualified for or been awarded another degree or diploma.
No other person’s work has been used without due acknowledgement in the end-module assignment.
This end-module assignment has not been submitted for the evaluation of any
other modules or the award of any degree or diploma in other tertiary institutions. Ho Chi Minh City, Jun 2023 lOMoAR cPSD| 36066900 TABLE OF CONTENTS
STATEMENT OF AUTHORSHIP .................................................................................. 3
TABLE OF CONTENTS ................................................................................................. 4
I. OVERVIEW .............................................................................................................. 5 II.
COMPETITIVE ANALYSIS .................................................................................. 6
1. Adidas ................................................................................................................... 6
1.1. STP model analysis ....................................................................................... 6
1.2. Marketing Mix - 4Ps ...................................................................................... 7
2. Biti's ...................................................................................................................... 9
2.1. STP model analysis ..................................................................................... 10
2.2. Marketing Mix - 4Ps .................................................................................... 10 III.
COMPARISON ................................................................................................... 13 IV.
CONCLUSION ................................................................................................... 16 V.
REFERENCES .................................................................................................... 17 lOMoAR cPSD| 36066900 I. OVERVIEW
In the era of globalization and intensifying competition, marketing plays a crucial role
in building and developing successful brands. Vietnam, with its rapid economic
development, has attracted the attention of many international brands, including
Adidas - a global brand, and Biti's - a Vietnamese brand. Adidas, established in 1949,
has a long history of global presence and entered the Vietnamese market in 1995.
Biti's, on the other hand, was founded in 1982 as a local brand and has been actively
engaging with the Vietnamese market since then.
The environment scan encompasses a thorough examination and analysis of the
business environment to understand the factors that impact a company's operations.
For Adidas and Biti's in Vietnam, the environment scan includes the following aspects:
- Market Analysis: The footwear and sports market in Vietnam is experiencing
rapid growth, presenting opportunities for both international and local brands.
Adidas entered the Vietnamese market in 1995 and has since built a strong
presence through its distribution networks, partnerships with retailers, and
marketing campaigns. In contrast, Biti's has been actively catering to the
Vietnamese market since its inception in 1982.
- Customer Analysis: Understanding the needs, preferences, and behaviors of
Vietnamese consumers is crucial for both Adidas and Biti's. Adidas, leveraging
its global reputation and premium positioning, targets consumers seeking high-
quality and branded sports footwear and apparel. Biti's, as a local brand, has
focused on providing affordable yet stylish and reliable footwear options that
resonate with the preferences of Vietnamese consumers.
- Competitive Analysis: Adidas, as a global brand, faces competition from other
international players such as Nike and Puma, who have a strong presence in the
Vietnamese market. Biti's, as a local brand, competes with both local
Vietnamese footwear brands and international brands.
- Technological and Innovation Analysis: Embracing technology and innovation
is crucial for brands to stay relevant and meet changing consumer expectations. lOMoAR cPSD| 36066900
Both Adidas and Biti's have adapted to technological advancements, such as e-
commerce platforms and digital marketing, to reach and engage Vietnamese consumers effectively. II. COMPETITIVE ANALYSIS 1. Adidas
Adidas entered the Vietnamese market in 2009 and has since become a leading
sportswear brand in the country. Adidas is growing fast and strong in the Vietnam
market. After only 2 years of official operation, Adidas has opened a total of 50 stores
in major cities, stretching from North to South. Adidas currently has about 80,000
employees in Vietnam. The company has implemented a comprehensive marketing
strategy to effectively reach its target audience and maintain a strong brand presence. 1.1. STP model analysis
- Segmentation (based on demographic, psychographic, and behavioral factors)
Its targets customers from all age groups, genders, and income levels who are
interested in sports, fitness, and seeking a trendy look. Behaviorally, Adidas segments
its market based on the types of sports and activities that consumers participate in. - Targeting:
The target market for Adidas is typically sports enthusiasts; amateur athletes and
professional athletes, who train or participate in sports on a regular basis leading to
the product models of this section are less fashionable but more focusing on being
professional. Adidas offers this market sector a wide range of quality products for
many different sports such as soccer, basketball and running. The main age group
aimed towards is athletes and young individuals who are fond of sports between the
ages of 20 and 30. However, due to the high quality and durability of this product
category, it is also suitable for serving older customers aging from 40 to 65.
The brand also appeals to those who view sport and fitness as part of their lifestyle
and self-image. The goods for this market of fashion-conscious buyers are intended to
be stylish, trendy, and everyday wear rather than athletic. Young people between the
ages of 15 and 25 are the target age segment. A smaller category for this segment is lOMoAR cPSD| 36066900
products for those who are interested in pop culture, Adidas’s collaboration with
famous celebrities, fashion designers, and icons are considered to perfectly meet the
requirements of this category. - Positioning:
Adidas positions itself as a premium brand for medium to high income customers that
offers diverse, top quality and innovative products for athletes and fashion enthusiasts.
It emphasizes its commitment to sustainability and social responsibility, which
resonates with consumers who are environmentally conscious and socially aware. In
order to establish its image as a significant athletic brand, Adidas creates and markets
high-quality products, offers good customer services. The business also views itself as
a top choice for those who aspire to be great athletes, because of this, the majority of
their advertising is motivating and encouraging. 1.2. Marketing Mix - 4Ps
- Product: Adidas offers a wide range of sportswear and footwear products for
various sports. The company also has a line of lifestyle products including
stylish shoes, clothing, accessories, perfumes and so on. Some of the popular
products in Vietnam include the Ultraboost running shoes, Predator soccer
cleats, and Superstar sneakers. The brand successfully attracts new customers
and turns many of them to be their loyal ones by high quality goods which are
applied on advanced technologies in the production process such as BOOST, Springblade and Primeknit.
- Price: Adidas's pricing strategies are skimming pricing strategy in which newly
launched products are kept at high prices and only discounted when products
are released for a while or no longer fashionable and competitive strategy for
regular goods. The brand offers economy choices such as their Advantage
Collection including shoes for casual streetwear with prices ranging from 1 to 2
millions VND. With higher quality shoes using better materials, more
meticulous processing, the price will be from 5 to 10 millions VND. However,
depending on the style, color and version, the price will also be different, there lOMoAR cPSD| 36066900
will even be a pair that costs more than 10 millions VND. Adidas’s superior
quality goods do deserve that high range of price, furthermore, it serves another
purpose of making a statement that their customers are paying for top quality
products because the brand’s consumers are people who willingly pay more for quality and style.
- Place: Adidas products are sold through various channels in Vietnam,
including its own branded stores, online stores, and through third-party
retailers. The company has over 70 branded stores in Vietnam, with the
majority located in Ho Chi Minh City and Hanoi. Adidas products are also sold
through major department stores and sporting goods retailers.
- Promotion: The company uses a variety of promotional strategies to market its
products, including advertising, sponsorships, and public relations. In Vietnam,
Adidas has sponsored major campaigns, sports competitions, such as Runner
Saigon, VN Express Marathon, Move For The Planet, and so on. In terms of
globally marketing campaigns, Adidas created many creative ones and gave
marvelous positive brand’s impressions. One of the most significant is the “All in or Nothing”.
Hình 1. ADIDAS ‘ALL IN OR NOTHING’ CAMPAIGN, 2014
The campaign was launched on May 28, at the same time for the 2014 FIFA World
Cup in Brazil. The campaign's concept was that "all-in" players are the greatest
because football is a game of passion and dedication. Moreover, Adidas inspired the
idea of “go all in” for your dream to viewers. Their series of short films in the
campaign would show the athletes' strong effort and determination throughout the
tournament, and highlighted the importance of going "all in" on your goals. Adidas lOMoAR cPSD| 36066900
requested viewers choose between the "All in" and "Nothing" buttons at the end of
each film. While the "Nothing" option indicated that viewers would not join, the "All
in" button directed viewers to another website where they could sign up to follow
Adidas during the World Cup and be a part of all its fascinating social media activities. Results:
● 1.7 million brand mentions on Twitter (22% higher than other sports brand competitors)
● 967,000 hashtag uses on Twitter (three times more than any other brand)
● 32 million views of tournament content on YouTube and 246,000 subscribers
added to our YouTube channel (making it the fastest growing brand on YouTube),
➔ Adidas was the most talked about brand at the World Cup 2014. Benefits:
● Increased brand awareness and recognition among football fans.
● Enhanced the brand's image as a high quality brand in the football market.
● Generated positive buzz and excitement around the brand.
● Boost sales of Adidas football products.
Adidas promotes its products through various marketing channels in Vietnam,
including digital advertising, sponsorships of high-profile athletes and sports
teams, and collaborations with designers and celebrities. They also runs the
"Ready For Sport" campaign in 2020, which celebrated the return of sports after the
COVID-19 pandemic. Additionally, Adidas has sponsored major sporting events in
Vietnam, such as the Vietnam Football Federation and the Ho Chi Minh City
Marathon. (Anon., 2016), (Anon., n.d.) 2. Biti's
Biti's has gained popularity among Vietnamese consumers with its affordable and
stylish products in the Vietnamese sportswear market. Over the years, Biti's has
achieved many remarkable achievements such as: Vietnam's leading retail distributor lOMoAR cPSD| 36066900
with 7 Brand Centers and more than 1,500 retail distribution intermediaries, certified
by the prestigious gold cup brand for the quality of the leather and footwear industry,
15 consecutive years won the title of High Quality Vietnamese Goods, Recognized as a National Brand… 2.1. STP model analysis - Segmentation:
Biti's segments its market based on demographic, psychographic, and behavioral
factors. It targets customers from all age groups, genders, and income levels who are
interested in sports and fitness. It also targets consumers who are fashion-conscious
and seeking a trendy look. Psychographically, Biti's segments its market based on
consumers who have an active lifestyle and are health-conscious. Behaviorally, Biti's
segments its market based on the types of sports and activities that consumers participate in. - Targeting:
Biti's targets its products to consumers who are interested in sports, fitness, and
fashion. It has a range of products for different sports such as soccer, basketball,
running, and training. Biti's also targets consumers who are fashion-conscious and
looking for trendy footwear and apparel. It targets consumers who value quality and durability in their products. - Positioning:
Biti's positions itself as a brand that offers high-quality and innovative products for
athletes and fashion enthusiasts at an affordable price. It emphasizes its commitment
to using advanced technology to create products that enhance performance and
comfort. Biti's also emphasizes its association with top athletes and sports teams to
reinforce its image as a performance-driven brand. 2.2. Marketing Mix - 4Ps
- Product: Biti's primarily offers basketball and running shoes in Vietnam, with a
focus on performance and affordability. The company also offers lifestyle lOMoAR cPSD| 36066900
products, such as sneakers and apparel. Some of the popular products in
Vietnam include the "Sky" basketball shoe and the "Go Run" running shoes.
- Price: Biti's positions itself as an affordable brand in Vietnam, with an average
selling price of around 500,000 to 1 million VND ($22 to $43) for footwear
and 300,000 to 500,000 VND ($13 to $22) for apparel. This pricing strategy
has allowed Biti's to gain a strong foothold in the Vietnamese sportswear market.
- Place: Biti's products are sold through various channels in Vietnam, including
its own branded stores, online stores, and through third-party retailers. The
company has over 600 stores in Vietnam, with the majority located in Ho Chi
Minh City and Hanoi. Biti's products are also sold through major department
stores and sporting goods retailers.
- Promotion: Biti's promotes its products through various marketing channels in
Vietnam, including digital advertising, social media, and collaborations with
athletes and influencers. The company has sponsored major sporting events in Vietnam, such as the Vietnam.
Hình 2. Đi để trở về (MVs), Soobin Hoang Son, 2017
In 2016-2017, Vietnamese youth were buzzing with the campaign "Đi để trở về",
marking the excellent return of Biti's with the Biti's Hunter sub-brand. Starting from
the controversial product placement in Son Tung MTP's hit MV "Lac troi", triggering lOMoAR cPSD| 36066900
with hashtags #teamdi and #teamtrove debated on social networks, and officially
releasing the MV ""Đi để trở về"" is the brand's complete answer, along with rising
young singer Soobin Hoang Son, Season 1 of the campaign has created a great
resonance for Biti's in the Tet media war that is only for big brands.
In early 2018, Biti's continued Season 2 with the MV ""Đi để trở về" 2" also
performed by Soobin Hoang Son and achieved certain successes, increasingly
affirming the image of the Biti's Hunter sub-brand in mind of consumers. Insight
“ Có đi mới có trở về. Đi thật xa, để khám phá, để trải nghiệm, để trưởng thành hơn và
trân trọng sự trở về, trân trọng hành trình trở về hơn. Đi thật xa để trở về!” is a great
insight that Biti's has made. Not only a campaign insight but is considered a platform
insight, throughout season 1, season 2, and the following campaign seasons of Biti's Hunter.
Insight in season 2 is: young people have many trips during the year, but the most
meaningful and anticipated trip for them is the trip back home. Strategy
Biti's focuses on building and reinforcing the message of "Đi để trở về" with two main
MVs "Đi để trở về" 1 and 2 both performed by Soobin Hoang Son, clearly stating the
insight in the lyrics to convey the message in the most intimate way.
In season 1, Biti's opened the campaign by creating a debate about the issue of ""Đi
hay về"" on social networks to attract young people. Then there was the brand's
answer "Di that xa de tro ve" (Go far way to come back) with Soobin Hoang Son's
""Đi để trở về"" MV and controversial product placement in Son Tung MTP's MV
Lac Troi. Biti's reinforces the brand's message in season 2 with the MV “"Đi để trở về"” 2. Result Season 1:
■ 2 MVs stood in Youtube Trending for 21 consecutive days lOMoAR cPSD| 36066900
■ The MV “"Đi để trở về"” alone has generated 1.7 million interactions on social
networks, of which brand mention accounts for more than 10%.
■ Reached 300% sales target in just 7 days.
■ Số 1 Youtube Ads Leaderboard Tet 2017 Season 2
■ The MV ""Đi để trở về"" 2 reached more than 38 million views within 1 month.
■ Ranked 3rd in the top 10 outstanding campaigns on social media for Tet 2018
(according to YouNet Media's ranking)
■ More than 3,500,000 interactions and nearly 300,000 mentions on social
networks (as ranked by YouNet Media)
■ Sales increased by 250% compared to Tet 2017, 60% higher than target
■ No. 1 Youtube Ads Leaderboard Tet 2018
After two campaign seasons with two songs ""Đi để trở về"", the campaign of the
same name of the Biti's Hunter sub-brand has increasingly engraved in the minds of
consumers with a very meaningful message: Go far, to explore, to experience, to grow
more and to cherish the return, to appreciate the return journey more. (Anon., n.d.) III. COMPARISON
Adidas and Biti's have unique segmentation, targeting, and positioning strategies that
cater to different segments of the Vietnamese market. While Adidas targets a
relatively high-end market, with a focus on innovation and style, Biti's caters to a
wider audience with a focus on affordability, practicality, and reliability to create high-quality products. Evaluation Biti's Adidas criteria Segmentation Customers who place
greater High-end segment of customers who
emphasis on affordability and are willing to pay a premium price for practicality.
quality products and innovative lOMoAR cPSD| 36066900
Their products are targeted towards designs.
individuals who are looking for Their products are typically targeted
value-for-money footwear that can towards athletes, fashion enthusiasts,
withstand daily wear and tear. and trendsetters. Target
A wider age range, including A younger demographic in Vietnam, families and older adults.
with a focus on Generation Z and
They focus on promoting their millennials.
brand as a reliable and trustworthy Their marketing campaigns are geared
option for those seeking affordable towards promoting a message of footwear.
confidence, individuality, and self- expression. Positioning
Practical, affordable, and reliable Premium brand that provides high
option for individuals seeking basic quality, stylish products that cater to
footwear. They pride themselves on the needs of athletes, fashion
offering a wide range of products enthusiasts, and trendsetters. Their
that cater to different tastes, emphasis on innovation, quality, and preferences, and needs.
performance sets them apart from other brands in the market. Product
- Diverse products for different
- Diverse products for many different
sports such as soccer, basketball,
sports such as soccer, basketball, and running, and training. running.
- Primarily offers basketball and
- Primarily offers sportswear and running shoes in Vietnam. footwear products.
- Lifestyle products: sneakers and
- Lifestyle products: shoes, clothing, apparel.
accessories, perfumes, and so on. Price
An average selling price of around
- Adidas's pricing strategies are 500,000 to 1 million VND for skimming pricing strategy.
footwear and 300,000 to 500,000
- Casual streetwear with prices lOMoAR cPSD| 36066900 VND for apparel.
ranging from 1 to 2 millions VND,
higher quality shoes can cost more than 10 million VND. Place Biti's has a more limited
Adidas has a wide distribution
distribution network, with their
network, with their products available
products primarily available at their in premium sportswear stores, their
physical stores and a few online
own branded stores, and e-commerce
retailers. They have a greater
platforms. They also have a strong
presence in more affordable retail
presence in specialty stores and high-
locations, such as markets and end department stores. budget department stores. Promotion
Biti's relies heavily on promotions
Adidas is known for its strong
at physical stores, highlighting their marketing campaigns that emphasize
products' affordability, durability,
their products' performance, quality, and comfort. They use sales
and style. They use celebrities such as
promotion tactics such as discounts, athletes and musicians to promote
in-store displays, and loyalty
their brand, showcase their innovative
programs to attract customers.
technologies, and collaborate with
designers to create new fashion trends. lOMoAR cPSD| 36066900 IV. CONCLUSION
Adidas is one of the most well-respected premium global brands in the sport industry
that offers a wide range of high-quality sportswear products. The company is
committed to high performance, innovation, diversity, and style, and its products are
worn by many professional athletes and fashion-conscious consumers around the
world. Adidas's promotion campaigns raise awareness of the brand focusing on
creativity, authenticity, and social responsibility has helped to make its marketing
campaigns more touching and engaging with customers. Adidas eventually ranked
amongst the top leaders in the sport industry and becomes one of the most
recognizable brands in the world.
Bitis is a domestic brand which offers a large number of different products from sport
to life-style with affordable prices . Although Bitis’s lines of sport products are not
considered as high performance as international brands, their stylish goods segment
has certain appreciations and being a mark in the domestic sporty fashion market . The
company also has a strong commitment to social responsibility, it is shown in many of
their marketing campaigns and public relation activities. From those factors, Bitis
gains a lot of support and has a spot in the heart of Vietnamese customers alongside with other global brands. lOMoAR cPSD| 36066900 V. REFERENCES
Anon., Brands Vietnam. [Online]
Available at: https://www.brandsvietnam.com/campaign/209-Biti-s-Di-de-tro-ve
Anon., Brands Vietnam. [Online]
Available at: https://www.brandsvietnam.com/6659-Adidas-tung-chien-dich-quang- cao-quy-mo-nhat-lich-su
Anon., 2016. Digcomfashion. [Online]
Available at: https://digcomfashion.wordpress.com/2016/11/26/adidas-all-in-or- nothing-campaign/
Anon., The shorty awards. [Online]
Available at: https://shortyawards.com/7th/adidas-allin-or-nothing