Campaign

Group:
Nguyn M Linh
Phng Tho
Nguyn Ngc Huyn
Nguyn Th Hoi Linh
Chu H Phnng
Nguyn Trng Sn
 Content

2 3 4
1

Company New Conclusion

review campaign
 I. Company review

Nng niu bn chn Vit

 Developed history

1992 2000
Binh Tien rubber cooperation converted Established Representative Office in
into Binh Tien comsumable production Yunnan, China, after that is in Guangzhou,
company, referred to as BITIS. Kunming, Nanning and Hekou

1986 2001
2 complexes unified in one call Biti's has been certified ISO 9001:
Binh Tien rubber cooperation 2000 by BVQI and QUACERT.

1982 2001 until now

First established in District 6, Open many branch in Viet Nam, Biti's
Ho Chi Minh City
History
products are distributed to more than 40
countries and regions in the world
 Mission, Vision, Core value

Core value
- Prestige comes first
Mission - Quality assured
- Become large and growing company - Do not stop innovation
both domestically and internationally - Together make a profit
- Maintain its leading position in Vietnam - Promote the company's
- Integrate actively into the international development
market, grow in Asia - Contribute to building a strong and
prosperous society

Vision
Continuously improve the quality of product
supply, meet better and higher requirements of
customers in order to target "Prestige - Quality
 Company scope

Domestic market: 4500 stores in 64 provinces in Viet

Nam
International market: Have export market more than 40
countries in the world
 Europe: England, Germany, France,
Middle East: Saudi Arabia, 02 03 Portugal, Poland, Holland, Finland,
Israel, United Arab Emirates, Greek, Norway, ..

International
Americas: Brazil, Canada, Chile,
market
01 04 Ecuador, Mexico, Panama
Asia: Taipei, Korea, Malaysia,
Japan, Singapore, Thailand, China
05 Australia: Australia
 Product portfolio
Divined into 4 types: Women, Men, Girl, Boy
Sneakers fashion sandals Doll shoes High heels

Sandals Bags Slippers

Sneakers Leathers shoes Slippers Sandals
Doremon Sneakers Doll shoes Sandals

Slipper s Frozen Disney princess Folk culture

Batman Sneakers Sandals Slippers

Spiderman Car Folk culture

STP analysis
 STP

Targeting
-Age: Kids about 2-10
- Vietnamese people prefer domestic high
quality products.
03
- Young generation
-> Targeting differentiate
02 Positioning
-Slogan: Tender care Viets feet ( Nng
niu bn chn Vit)

Segmentation
01 -Focus on high quality of steady &
durable
-Good quality with affordable price
-Demographic: Age: 2-10 , mix gender. -Diverse design & fashionable
-Psychological: Middle class, active and
young lifestyle
-Behavioral: Comfortable, Steady,
Fashionable, Durable, High quality.
Advertising
Sales promotion
Direct marketing
Public relations
 II. Situation analysis
1. Macro environment
 PEST
Economic Socio - Cultural
The economic growth rate in 2017 is forecasted to About 26 million youths under 15
reach 6.3%. Annual average inflation is about 4%
(in 2016 is 2.7%)
03 years of age
Opportunity for Bitis
Opportunity for Bitis
02
01
Political 04
Technological
Vietnam joined the WTO and removed tariff
barriers with international countries Technological advances - the design of
Opportunities and Challenge for Bitis the shoes can osmotic maximum sweat
A big challenge for Bitis
2. Micro environment
 Domestic competitors:
5 forces
Customers are usually children, students -
> large number of customers

Buyers Competitors 20%

International competitors:
about 10 %

- Purchases are still based on quality,

durability, and style -> Many companies
can provide
- Low switching cost -> Easy to switch to
another brand
Competitive intensity in the industry is high
Bargaining power of buyer is high
 Opportunity:
- long-standing brand, Biti's is a Vietnamese brand. It is well-known
for all vietnamese people
- Cheap is also an advantage of Biti's

Challenge:
- Biti's aims to target the children and hit the sports shoe for
children segment which has fierce competition among big brands
like Nike, Adidas
Build a new product for kid with high quality and affordable price
 Campaign roadmap
Phase 1 INSPIRING Phase 2 INTRODUCTION Phase 3 ENGAGE Phase 4 - SELLING
W1 June W3 June W3 June W3 June

- Inspire parents to improve their

childrens health Introduce new product:
Objective

- Inspire children to enjoy Show the appearance, Increase revenue

BITIS HUNTER KIDS qualities, functions
outdoor activities
- Vietnamese use Vietnam
product

Social experiment video Video commercial

OLYMPIC Games For Kids
Share, post articles about Website
news features of Bitis TV, News release
Invite celeb families to join the
Hunter Kid Store
Olympic
Internet News
Moms testimonial. Video FB
Tactic

profile Distribution
Broadcast live on TV and
Celeb endorsement internet
Videos of famous kids Canifa Store
wearing Hunter Kid to join Cooperate with Canifa
outdoor activities to organize Catwalk show and Moms interview/ sharing
exhibition Super market
Moms parenting stories: Livestream Kids interview
why Moms care of Kids Website Livestream
outdoor activities, how to
help Kids confidence
activate more Key Message : Steady steps for the future
Phase 1:

Inspire
Give some article about childrens health and
Outdoor activities
Videos of Celebrities about how they
grow up children
Interview families in Dad,
Where are we going? about
experience when they
enjoyed the show.

Let the fathers share about

the importance of Childrens
outdoor activties.
Use advertising for new features of Bitis
Hunter Kids
ACTICLES POP UP