Marketing Stra Strategy tegy Plan
INTRODUCTION
I. Introduction 1982 Established
Openness
1990
1989
Renovate Tech
ISO 9001:2000
2001
2016 Leading footwear company in Viet Nam
Milestones of Biti’s
Biti’s includes 2
members: members: Biti’s and DONA Biti’s
I. Introduction Hunting for Experience •
A quality sport shoes with fine design at reasonable price
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As light as a feather 225g
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Color: Blue, orange, gray, and black
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Price: boy shoes - 650k and girl shoes - 460k
SITUATIONAL ANALYSIS
1. Internal analysis
II. Situational analysis •
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Competitive advantages: –
Deep-rooted in Viet Nam market
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Distribution system
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Vietnam high quality goods
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Brand awareness
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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
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18% in the age of 16-25 and 33.6% are urban citizen.
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Urban population: 33.6% of total population (2015)
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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 • •
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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. •
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The total footwear suppliers, 23 % are FDIs that share 77 % of the country’s 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
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
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
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
II. Situational analysis
2. External analysis
TECHNOLOGY •
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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 •
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Direct competitors as international sport shoes brands: Other direct competitors: Vina Giày, Hồng Thạnh,
Converse…
2. External analysis
II. Situational analysis
Positioning map- sport shoes 4
Shoe quality
5
3 2
6 7
1 8
SWOT ANALYSIS
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Good price Good quality Fashionable design Large distribution channels High awareness of Biti’s brand
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Target customers are not the loyal one Social online interaction Marketing campaign Young marketing team has few experience
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Vietnamese prefer domestic brand due to cheap price and affordable quality Policy to develop the economy with Vietnamese products-driven VN market are lack of product with high quality, fine design, various models at good prices. Potential for export
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International competitors The same design but lower price non-brand Chinese product. On the market footwear - sandals domestic rivals company: Bita's; Ligamex; Vina shoes.
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 1 st 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
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30% target customer is aware of Biti’s Hunter
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5% of them buy the product
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15 times engagement on social media, digital platform in the 1st year
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10 million reach, 1 million engagement (like, share, comment) for online content on fan page
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150 articles on online newspapers (80% is earned media)
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7 PR clips appear on Youtube Trend Dashboards
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Number 1 topic about sport shoes which have most discussion and comment on social media in Vietnam
IV. Strategies
2. Financial objectives
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500 million lost at most for the 1 st 6 months
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Earn revenue after the 1st 6 months
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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
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,
Hải Phòng, Cần Thơ, Huế , Đà Nẵng)
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, basketball…etc.