Marketing Strategy

Plan

INTRODUCTION

I. Introduction
1982
Established

Openness

1990

1989

Renovate
Tech

ISO
9001:2000

2001

2016
Leading footwear
company in
Viet Nam

Milestones of Bitis

Bitis includes 2 members: Bitis and DONA Bitis

I. Introduction

Hunting for Experience

A quality sport shoes with fine design at reasonable price

As light as a feather 225g
Color: Blue, orange, gray, and black
Price: boy shoes - 650k and girl shoes - 460k

SITUATIONAL ANALYSIS

II. Situational analysis

1. Internal analysis

Competitive advantages:

Deep-rooted in Viet Nam market

Distribution system
Vietnam high quality goods
Brand awareness
Low cost comparing with Nike, Adidas

Brand equity

The youth
loyal to
Hunter
Soft cushioning Comfortable
Gender-specific Elegant looks
Good stability

Good quality
Lower price

Fashionable
Energetic

Leader in the footwear for youth in Viet Nam

II. Situational analysis

2. External analysis

DEMOGRAPHY

Vietnam have more than 95 million people

18% in the age of 16-25 and 33.6% are urban citizen.
Urban population: 33.6% of total population (2015)
Major cities population
Ho Chi Minh City 7.298 million;
Ha Noi (capital) 3.629 million;
Can Tho 1.175 million;
Hai Phong 1.075 million;
Da Nang 952,000

II. Situational analysis

2. External analysis

ECONOMY

Joined the WTO in 2007 - more competitive, export-driven industries.

Vietnam was one of 12-nations that concluded the Trans-Pacific Partnership free trade
agreement negotiations in 2015
During 2015, Vietnam's managed currency, the dong, depreciated about 5%
GDP - real growth rate: 6.7%

Footwear industry:

Majority of the companies are owned by the Vietnam government and private sectors.
119 enterprises: 72 private ones and 44 FDIs that produce raw materials and
machinery for the footwear manufacturers.
The total footwear suppliers, 23 % are FDIs that share 77 % of the countrys total export
sales. Nearly half of them are from Taiwan and South Korea. Exports of footwear Vietnam in
2015 is $12 billion

II. Situational analysis

2. External analysis

Fashion styles
preference (Teenagers)

Vietnamese teenagers
choose fashion style that
is trendy, but at the same
time, must reveal their
character.

Want to be different and live

true to their personality, while
still being acceptable and trendy.

II. Situational analysis

2. External analysis

Fashion styles
preference (20-29)

Although the need to show their personality via

fashion is less than the teenagers, these young
Vietnamese adults still prefer characterized, but trendy
clothings.

II. Situational analysis

2. External analysis

Behavior trends

Selfie trend

Social media allows people to express

themselves

Conclusion: Vietnamese youth begin to realize the need to be heard,

to stand out among the crowd and to build a favorable personal image among
the community.

II. Situational analysis

2. External analysis

Behavior trends

Phuot or backpacking is popular among young people

Vietnamese youngsters show an interest in daring and adventurous
entertainment activities
Quick and easy-going relationship is a norm.
Conclusion: Vietnamese
youngsters like to take risks in
their lifestyle and behavior.
They adopt trends that are
daring and adventurous very
fast, as long as it is not too
dangerous.

II. Situational analysis

2. External analysis

TECHNOLOGY
Media and Communications: The international
communications system (telephone, telefax and telex) and
internet infrastructure (broad band, optical cable, wifi) are
very popular in Vietnam.
52% population use Internet in Vietnam.
Mobile broadband Internet have 36.28 million subscribers,
with the rate of 40.1 subscribers per 100 inhabitants.
In 2015: Mobile broadband Internet have 36.28 million
subscribers, with the rate of 40.1 subscribers per 100
inhabitants.

II. Situational analysis

2. External analysis

ECOLOGY
Rapid development combined with deforestation, few or
nonexistent vehicle emission standards, polluting gasoline
motorbikes, and poor urban planning have caused poor air
quality in major cities.

II. Situational analysis

2. External analysis

Competitors analysis
Direct competitors as international sport shoes
brands:
Other direct competitors: Vina Giy, Hng Thnh,
Converse

II. Situational analysis

2. External analysis

Positioning map- sport shoes

4

Shoe
quality

3
2

6
7

8
http://runrepeat.com/ranking/rankings-of-overall-running-shoes

Price

SWOT ANALYSIS

 Good price
Good quality
Fashionable
design
Large
distribution
channels
High awareness
of Bitis brand

Target customers Vietnamese prefer

International
domestic brand due
are not the loyal
competitors
to cheap price and
one
The same design
affordable quality
Social online
but lower price
Policy to develop the
interaction
non-brand
economy with
Vietnamese
Marketing
Chinese product.
products-driven
campaign
On the market

VN
market
are
lack
of
Young marketing
footwear - sandals
product with high
team has few
domestic rivals
quality, fine design,
experience
company: Bita's;
various models at
Ligamex; Vina
good prices.
shoes.
Potential for export

OBJECTIVES

IV. Objectives

1. Mission

Create the high quality and fine design sport

shoes with affordable price especially for
Vietnamese
50% target audience is aware of the campaign
Gain 10% market share in the 1st year

IV. Objectives

2.Vision

Gain market share 30% in 2020

Become the international brand
Main gaining sale brand for the company
Spread to the Europe and America market
Become the leader in Vietnam medium
segment sport shoes market

IV. Strategies

IV. Strategies

1.Marketing objectives

30% target customer is aware of Bitis Hunter

5% of them buy the product
15 times engagement on social media, digital platform in the 1st year
10 million reach, 1 million engagement (like, share, comment) for online
content on fan page
150 articles on online newspapers (80% is earned media)
7 PR clips appear on Youtube Trend Dashboards
Number 1 topic about sport shoes which have most discussion and
comment on social media in Vietnam

IV. Strategies

2. Financial objectives

500 million lost at most for the 1st 6 months

Earn revenue after the 1st 6 months
Reach break-even point in 1 year

IV. Strategies

3. Marketing strategy
PENETRATION
STRATEGY

Price
Adjustment

Increasing
Promotion

Product
Improvement

IV. Strategies

a. Price Adjustment:

Lowering of price of the product with the aim of increasing sales, getting the
number of customers
After getting a stable number of loyal customers, the price of the product will
increase to gain revenue, improve the product

IV. Strategies

b. Increasing Promotion:

Age from 16 to 25

Dymamic

Nationalism

Show-off ego

Enthusiasm

Passion of Tourism

Target customer: Young people who aged between 16-25

Target cities: 6 big ones (HCM, HN, Hi Phng, Cn Th, Hu, Nng)

IV. Strategies

b. Increasing Promotion:

=>Invest to digital marketing to reach them easier. Digital platforms include social
media, viral clip, online articles, pay per click, mobile engagement
=>Invest to event sponsorship, choose the right KOL

IV. Strategies

c.Product Improvement:

Improve quality, develop more designs by recruiting new young design team
Upgrade the product, expand to many product lines, such as sport shoes for
football, basketballetc.

Thank you
for listening
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