PRINCIPLE OF

MARKETING

BITI'S
HUNTER
REPORT
GROUP 8

2021
 REPORT

TABLE OF
CONTENTS

Group members......................................................................................3
1. Executive summary............................................................................4
2. Introduction.........................................................................................5
2.1 Company description....................................................................
2.2 Product description......................................................................
3. External environment analysis.......................................................6
3.1 Customers........................................................................................
3.2 Competitors....................................................................................
4. SWOT analysis....................................................................................8
5. STDP analysis......................................................................................9
5.1 Segmentation.................................................................................
5.2 Targeting.........................................................................................
5.3 Differentiation................................................................................
5.4 Positioning......................................................................................
6. Marketing mix analysis....................................................................13
6.1 Product.............................................................................................
6.2 Price..................................................................................................
6.3 Place.................................................................................................
6.4 Promotion.......................................................................................
7. Conclusion..........................................................................................20
8. Appendix.............................................................................................21
8.1 Appendix 1: Peer evaluation........................................................
8.2 Appendix 2......................................................................................
 3
REPORT

GROUP
MEMBERS

LÊ THẢO QUỲNH
B1112015580

TRƯƠNG MAI ANH

B1112015495

NGUYỄN QUẢNG PHÚ

B1112015344

DƯƠNG NGUYỄN THẢO DUYÊN

B1112015503

TRẦN NGUYỄN TRÚC VY

B1112015557
 4
REPORT

1. EXECUTIVE
SUMMARY

Biti’s is a widely known brand in the Vietnamese market in particular and

also in parts of the world in general; therefore, Biti’s has been conducting
very effective strategies for the company development. This report aims to
provide detailed information about the marketing strategy of Biti’s Hunter -
Biti's sub-brand with lifestyle for the younger generation. Our group will
discuss the current strategic marketing plan that is being implemented by
Biti's company to attract customers through using the SWOT, STDP analysis
framework, and four features of the marketing mix. Moreover, the Biti’s
Hunter’s micro-environment is also analyzed in detail, primarily focusing on
aspects of competitors and customers.
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REPORT

2. INTRODUCTION

2.1 COMPANY DESCRIPTION

Founded in 1982, Biti's, an acronym standing for "Binh Tien" enterprise, initially
focused on producing simple sandals with the slogan "Tender care of Vietnamese
feet" as a core mission. With 40-year experience, the company is currently
recognized as a top shoe brand made in Viet Nam based on the trust of
Vietnamese consumers. Before having a solid foothold in the footwear market,
especially in 2010, Biti's suffered a financial crisis and became absent in the market.
Then, at the end of 2016, Biti's surprised Vietnamese customers with its comeback
by having a new product and new marketing strategy, which are suitable for global
trends and public tastes. Up to now, Biti's is flourishing with various honor
achievements, including Best Use of Video Gold Award (2017), Southeast Asia PR
Campaign of the Year Bronze Award (2020), etc.

2.2 PRODUCT DESCRIPTION

In some first years of launching Biti’s shoes, although this brand was evaluated as
the top-of-mind Vietnamese shoe brand, some said that the designs seem old-
fashioned compared to social trends. Therefore, Biti’s Hunter was produced as a
sub-brand of Biti’s officially in 2017 to mark their comeback with new appearances.
More specifically, Hunter sneakers focus on young generations in the Vietnam
market by sharing “Experience” messages and creating unique designs such as
innovative, youthful features. Furthermore, most consumers recognized Bitis’s
Hunter as the top of the high-quality national sports shoes with reasonable prices.
As a result, the sales of this product line increased 300% after a year, according to
Hung Vo - deputy general manager of Marketing of Biti's.
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REPORT

3. EXTERNAL
ENVIRONMENT ANALYSIS
MICRO - ENVIRONMENT

1
CONSUMERS

Biti’s has been a popular brand with seniority in Vietnam. However, it was
considered to be outdated or was called parent’s reputable brand. When they
carried out the Biti’s Hunter campaign, the brand gained huge success when
they targeted young customers from 18 to 24 years old. They are people who
have the ability to shop, and they particularly enjoy branded fashion items. With
these target consumers, Biti’s Hunter succeeded in being a mid-priced shoe
brand with a well-known name targeting the average income group. Moreover,
choosing these customers, it created such an opportunity for Biti's Hunter since
there was no popular footwear brand that supplies shoes at 500.000 to
1.500.000 VND. Moreover, when their customers are young generations, they
enjoy exploring, being active, and love to experience. That is why Biti’s Hunter’s
shoes are created to be light, comfortable with modern designs to be
appropriate for their target consumers. Moreover, Biti’s Hunter continually
introduces new, one-of-a-kind shoe models to adapt to the demand of young
people since they love to try and experience new things.
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REPORT

3. EXTERNAL
ENVIRONMENT ANALYSIS
MICRO- ENVIRONMENT

2
COMPETITORS

The main foreign competitors of Biti's Hunter, obviously, are Nike and Adidas. These
brands have the same segmentation, same target consumers and same style of shoes.
Moreover, Nike and Adidas are famous shoe brands and familiar to consumers in the
world. According to i-Buzz Asia, Adidas was at first place in top 10 most buzzed in Vietnam
in 2019 with 4455 points, followed by Nike 3273 points and Biti's Hunter was at the sixth
place with 536 points. Besides, Chinese shoe brands are considered as noticeable
competitors. Chinese shoes have attracted consumer’s attention by their variety of styles,
colors, and designs. Due to the development of e-commerce, Chinese shoes can be
ordered quickly and easily with cheap prices and shipping fees.

Another competitor that Biti’s Hunter needs to concern is domestic shoe brands.
Ananas, Một are some significant competitors. Both brands have affordable prices and
aim for the same target consumer with Biti’s Hunter. Firstly, Ananas’s shoes have a
trendy color palette, variety of styles from modern to classic. This brand focuses on the
quality and comfortable material of their shoes but still keeps the prices reasonable
range from 400.000 VNĐ to 700.000 VNĐ for a pair of shoes. Moreover, Ananas also
release their unique T-shirts, socks and caps which are easy to mix and match with their
shoes. The second domestic competitor is Một. Một’s price ranges from 700.000 VNĐ to
1.500.000 VNĐ. Their shoes are smooth and appropriate to use daily. Một products tend
to have marks of time, simple and unique messages that catch the attention of young
consumers.
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REPORT

4. SWOT ANALYSIS

To sum up, after four years of release, Biti’s Hunter is a pride of the Biti’s
company since it has various strengths, which generates enormous
opportunities for the company and its sub-brand. However, the company
needs to base on consumers’ comments to find out their weaknesses and
modify them to minimize the threats that could happen to the company.
 9
REPORT

5. STDP ANALYSIS

5.1 SEGMENTATION
In general, the current footwear market in Vietnam is developing
very strong because this is a popular product for everyone. In
order to give customers a variety of choices, Biti's products are
produced in a variety of designs suitable for all ages. However,
with the Hunter product, Bitis clearly emphasizes and focuses on
the young generation. The main age that Hunter products target
is young people from 18-24 years old, who have an active
lifestyle, love to explore. They want to find quality shoes with
fashionable designs at affordable prices.
What is more, most customers buy and use the products for
personal and business needs. When customers buy Biti's Hunter
to serve their personal needs, they often pay much attention to
the creative designs and various colors, and must be sturdy and
bring absolute safety for consumers. However, if Biti’s Hunter
shoes are chosen to support the customer's work needs, they
tend to choose prestigious products that bring formality and
politeness.
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REPORT

5. STDP ANALYSIS

5.2 TARGETING
Nowadays, the young generation who wears shoes or sneakers
very often, focuses on the design and features of the product.
Additionally, they are continually searching for new things,
freedoms to challenge themselves, to step out of their comfort
zone, or even do the things they have never dared to try.
Moreover, these young consumers also want to express their
style and personalities through the brand they use. Hence, Bitis's
Hunter products are always designed in line with modern and
youthful trends to meet the demand of their target customers.
With the price from 500,000 to 1,500,000 VND, BITI'S Hunter is
the company's offer toward the average income group.

Biti's Hunter's marketing strategy aims to promote and draw attention to the brand
and Biti's new products. Using KOL channels (influential people in the online
community such as Son Tung MTP, Huong Giang Idol, Soobin Hoang Son, etc) is a
creative way to promote the company's strategy to stimulate customers' interest for
the product. Besides, the company conducts give-away programs on Instagram and
Facebook to meet the desire to use the product of customers. Moreover, Biti's has
applied discount programs on their campaigns for customers who are still wondering
whether to buy Biti's Hunter.
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REPORT

STDP ANALYSIS

5.3 DIFFERENTATION
Firstly, according to marketing strategies, there are differences between Biti’s
Hunter and other items in Biti’s product portfolio. The company probably created
various promotional activities for Hunter’s product lines rather than apparel, purse,
sandals, etc. Indeed, many campaigns were conducted partly to support Hunter
sneakers, which are less related to other product lines such as “Đi để trở về”, “Tết
chỉ cần được trở về”, “MV Lạc Trôi''.

Secondly, compared to other brands named Một, Ananas - Vietnamese brands, Biti’s Hunter has a
unique selling point about the innovation. Specifically, they always keep up with the community’s
trend to research seasonal collections such as Valentine, Tet Holiday. While Một and Ananas follow
the simple and classic style, Biti’s Hunter shows youthful and innovative designs based on art, color
mix, and details. On top of that, Biti’s Hunter also collaborated with many famous brands like Pepsi,
H&M, etc. That is a success of a Vietnamese shoe in becoming a partnership with foreign names,
which seems to be a rare opportunity for local brands.
 12
REPORT

STDP ANALYSIS

5.4 POSITIONING
In terms of positioning, Bitis’s Hunter was considered a product
line having high seniority and high physical values because it
always ensured seriously durable quality and comfort when
wearing their shoes. Furthermore, Hunter also has a top-level of
providing psychological worth for buyers. In contrast, Ananas
and Một are new brands that seem to have less psychological
value in satisfying the insights. With Hunter’s products,
consumers may consider some common attributes such as the
price, the designs, and the KOLs before buying. For example,
many fans of Son Tung MTP decided to buy Bitis’s Hunter shoes
when they knew he was an endorsement. Especially, Bitis’s
Hunter towards to Vietnamese consumption mainly with its
prestige associated with Bitis’s slogan “Tender care of
Vietnamese feet ''.
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REPORT

6. MARKETING MIX
ANALYSIS
6.1 Product

1 First released in early 2017, Biti’s Hunter, which became a new

product in the previous product line of Biti’s footwear, is
PRODUCT currently the best seller of the company.
LINE

In the footwear market, it is obvious that customers

2
choose to purchase a pair of shoes to have protective CORE
products for customers’ feet. Moreover, with Biti’s Hunter, CONSUMER
the product also expresses the character of each VALUE
customer and plays as a fashion accessory, which is also
the additional core value of Biti’s Hunter.
 14
REPORT

6. MARKETING MIX
ANALYSIS
6.1 Product

Firstly, in terms of features, the most remarkable one is the

weight of a pair of shoes. At a weight of 225 grams, Biti’s
3
Hunter is evaluated as one of the lightest shoes in the ACTUAL
Vietnamese footwear market. Moreover, matched with their PRODUCT
initial concept - Hunter, this weight allows users to move more
conveniently, which looks like a real hunter.

Secondly, in terms of quality, Biti’s is evaluated as one of the best companies that
guarantees the quality consistency of each product is good enough to gain more trust of
customers. The product life of every item of Biti’s Hunter usually lasts for 3 to 5 years,
compared to the average product life, from 2 to 3 years only.

Thirdly, in terms of styles and designs, it is clear that Biti’s Hunter was a considerable
milestone of Biti’s as soon as it was first released because of its style and design. Unlike
old versions of Biti’s products, Biti’s Hunter was created based on the global trend, which
needs the energetic, sporty, and fashionable look; thus, this product can attract
numerous young customers. Biti’s Hunter Nameless Edition x Công Trí as an example,
with the help of the popular designer of VietNam, this product has been sought-after
since it was first released because of its unique style. Besides, the company also creates
various designs for every collection with a lot of functions and looks. For instance, Biti’s
Hunter Street has leather skin, which helps customers clean more easily or brings a good
feeling whenever using the products.
 15
REPORT

6. MARKETING MIX
ANALYSIS
6.1 Product

Beside Biti’s Hunter’s core value and actual product, the

4 company also provides customers with numerous augmented
AUGMENTED products functions. Similar to other brands, Biti’s company also
PRODUCT has a warranty policy for every product which billing information
was issued no more than three months ago. As long as buyers
have their invoices for their products, the company will accept to
apply its warranty policy. Not only warranty policy, but
customers can also use the no-more-than-seven-day receipt to
change and return the products.

In 2017, Biti’s Hunter was in the introduction stage of the

5 product life cycle when it was first published. Luckily, with the
PRODUCT precise marketing strategy, their revenue increased to 300%
LIFE CYCLE as the company had expected within a week. After other
campaigns, Biti’s Hunter started to convert into the growth
stage since the company witnessed significant sales in every
campaign as the brand had conquered the heart of their
customers.
 16
REPORT

6. MARKETING MIX
ANALYSIS

6.2 Price
Since Biti’s Hunter is categorized as a shopping product, buyers do not frequently
buy this kind of consumer product. As a result, a pair of Biti’s Hunter shoes usually
costs a relatively high price, from 500.000 to 1.500.000 VND.

Moreover, this price results from cost-based pricing, which has to evaluate the cost
of production before the company can provide that price. Aside from cost-based
pricing, the company also applies a psychological pricing strategy since most of its
product price ends with 99.000 VND, which impacts on customers’ decisions
whether to buy or not.
 17
REPORT

6. MARKETING MIX
ANALYSIS
6.3 Place

LOCATION ONLINE CHANNELS

- Biti's Hunter's target clients are from all -As Biti’s Hunter targets young customers,
across the country; hence the company's they also use non-store retailing by online
items are available everywhere. websites such as Amazon, Shopee, Lazada.
- Biti’s Hunters are distributed in 7 Branch As a result, their customers can purchase
Centers, 156 Stores, and over 1,500 retail their product more conveniently.
distribution intermediaries. - Biti’s also developed the non-store
- Most of their stores’ locations in Ho Chi retailing strategy by using Showroom as a
way to display their products, specifically
Minh city now are in central business
Biti’s Hunter Street. In this way, they can
districts such as Nguyen Hue street, Le Van
build a modern image of the brand and
Sy street, Nguyen Trai street, etc…
become more attractive for young
Moreover, their stores are also located in
generations.
shopping centers such as Vincom, Van Hanh
Mall…
- This is a way for them to attract more
LOGISTICS
customers since when consumers cannot - Transportation: Biti’s provides delivery
find the products easily, the firm’s profit service throughout Vietnam within 1 to 5
might be impacted negatively. Moreover, days, depending on the customers’
Biti’s also spends more effort on designing location.
and decorating the layout of the stores so - Biti’s also applies reverse logistics so that
that the brand can create a higher-grade customers can return the products if there
image. is any problem such as wrong size or
defects within seven days.
 18
REPORT

6. MARKETING
MIX ANALYSIS

6.4 Promotion

Key Indicator Activities

Advertising Since they released Biti’s Hunter, there have been many
campaigns that were carried out to deliver a lot of meaningful
messages with unique concepts for ìnforming and also
persuading purposes. Some of their remarkable campaigns are “
Di de tro ve”, “Proudly made in Vietnam” or “ Go for love”
campaign. Since their target customers are young generations,
Biti’s Hunter implements mostly the online ad, retail ad and
mobile ad. They gained greatest successes through media
channels and KOLs when the brand collaborated with Son Tung
MTP in 2017. The music video “ Lac Troi” received 7 million views
just on the first day and the Biti’s Hunter shoe design that Son
Tung MTP wore in the video got sold out in just one week
(VnExpress, 2017). Moreover, Biti’s Hunter also collaborated with
Soobin Hoang Son in “ Di de tro ve” music video and gained lots
of success. Through this campaign, they gained an award in the
PR award Asia 2017.
 19
REPORT

6. MARKETING
MIX ANALYSIS

6.4 Promotion

Key Indicator Activities

Public Relation Biti’s Hunter establishes positive interactions with the public and
creates a positive corporate image by using Internet, Social
Media and News, etc. Biti's Hunter also carried out the Buzz
Marketing strategy successfully since Son Tung MTP became
their ambassador. Collaboration with Son Tung MTP, Biti's Hunter
wants to deliver the message "Go to experience, go to broaden
the globe”. Using celebrities who have such a massive influence
on Vietnamese people helps Biti’s Hunter create such a modern
image and appeal to lots of young customers.

Sales Promotion Since Biti’s Hunter usually provides discounts to customers

during special occasions. During Black Friday, one of the biggest
shopping events each year, Biti’s Hunter offers 20% off for
products when customers visit the stores. Moreover, during the
Tet holiday, there are 30-50% discounts so that they can attract
an enormous amount of customers. Furthermore, the Back to
school period is also an event for Biti’s to promote sales when
they offer interesting gifts for every bill that customers
purchase.
 20
REPORT

7. CONCLUSION

In conclusion, after losing position on the footwear market in Vietnam, people can
clearly see a "spectacular wading" of Biti’s corporate by the "Biti's Hunter"
appearance. Indeed, the achievements of this product line boosted Biti’s up to one of
the top Vietnamese shoe brands because of quality and the company's prestige about
their corporate mission - Tender care of Vietnamese feet. Moreover, Biti’s Hunter
ensured the best quality for customers as their commitment and still sell at a
reasonable price. However, a limitation is they mostly conduct promotions on the
Internet instead of other tools such as posters, vouchers, and events. This can restrict
the access of some subjects. Eventually, Biti’s Hunter always tries to develop
nationally and worldwide to become the pride of the Vietnamese brand.
 REPORT 22

8. APPENDIX 1

Feedback on team dynamics:

1.How effectively did your group work?
My group worked well. We divided the tasked into small equal parts and we can choose the
part that suitable with ourselves. Therefore, we have our report finished on time.

2.Were the behaviors of any of your team members particularly valuable or detrimental
to the team? Explain.
All members’ performance are great. Since there was no conflicts between us when doing
task. Moreover, we also helped each other to have better performance.

3.What did you learn about working in a group from this project that you will carry into
your next group experience?
In my opinion, the most thing that I want to carry into the next group work is my and my
teammate’s responsibity. Since I had to do a lot of teamwork in university, this current
group is my top 2 my favorite. And the responsibility when doing group task is the thing
other groups do not have, so I expect to have a responsible team in the future.
 26
REPORT

8. APPENDIX 2

Biti’s was ranked in top 50 Most

Valuable Corporate Brands by Forbes
Vietnam in July 2019, at 9.3 billion
USD in total of company value.

#theRedsnow is a version of Biti’s

Hunter to show the pride of
Vietnamese football in the semi-
final match of U23 players in the
snow-white Changzhou Stadium in
2018. This version also helped Biti’s
to be awarded the only
Vietnamese brand in the list of
finalists at the PR AWARDS ASIA
2018.

There are some popular

activities of Biti’s Hunter on
social media such as Uber
move, Giveaway on Biti’s
fanpage, promotion of
influencers, university tour,...
 27
Biti's Valentine 2020
Campaign: Live to love
or love to live!
The main message of this Biti’s Hunter collection
is Go for love - with the meaningful idea is let
Bitis’s Hunter be your companion on your way
to love. Moreover, Hương Giang idol was invited
to become the KOL, because she was a famous
influencer at that time. Bitis invited her to send
the message of equal love to everyone,
especially transgender customers in this
Valentine's Day collection. In terms of product,
an extremely simple shoe that is suitable for
everyone, regardless of age, gender...it is
equality.

DI DE TRO VE Campaign
Di de tro ve is popularly known as the first step of
Biti’s Hunter to build the brand image and
become the “Top of Mind” every Tet season in the
Vietnamese market. Many brands and companies
tend to choose the message “Tet is coming
home” which means that all people should come
back home during the Tet holiday. Likewise, Biti’s
Hunter turned this common message upside
down and strongly emphasized the message of
“go, experience and come home”.

Biti’s Hunter applied the KOL marketing in Di de tro ve campaign. Before releasing MV Di de de
ve, Biti’s Hunter created an argument on Facebook with two hashtags #teamdixa and
#teamtrove in order to attract the consumer’s attention. They also booked KOLs to post their
products on social media platforms including Biti’s Hunter shoes, website and product links.

In this campaign, Biti’s Hunter successfully conveyed their message “Young people have a lot
of journeys, but the most meaningful journey is home” and also received 87.000 arguments
about #teamdixa and #teamtrove on Facebook. Moreover, Di de tro ve MV reached 1.7 million
reactions after releasing on Youtube. To sum up, it is undoubted that this advertising campaign
is a huge success for Biti's Hunter to increase their brand awareness.
 28

"PROUDLY MADE IN VIETNAM"

Campaign

This campaign was carried out from March to April in 2020, when the Covis-19 pandemic
first spread in Vietnam. It stressed on the spirit, pride and the solidarity of Vietnamese
people during such a hard time. By that way, Biti’s Hunter also wants to encourage
Vietnamese people to support compatriots and products made in Vietnam. Biti’s is a
popular brand with high seniority and they want to catch young people’s insight and in
this campaign they target young customers. A lot of familiar images of people from
different situations who are fighting with the covid-19 were used.

With unique, colorful designs and affordable price, it creates such a competitive
advantage for Biti’s Hunter compared to other competitors, especially when the
demand for footwear decreased during the pandemic. It created Unique opportunity for
Biti's Hunter to champion local pride, enhancing its brand imagery and increasing sales.
Moreover, they also collaborated with popular influencers and celebrities such as Huong
Giang, Thanh Bui, Dong Nhi, Ong Cao Thang, etc and helped the project become more
familiar with Vietnamese people. As a result, Biti’s Hunter not only gained big success in
sales but also enhanced their brand image since they received two bronze awards in PR
AWARD ASIA 2020.
 PRINCIPLE OF
2021

MARKETING

BITI'S
HUNTER
REPORT
GROUP 8