VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS AMINISTRATIONS

PRINCIPLES OF MARKETING

Analize Biti’s marketing strategy in Vietnam

Lecturer: Phạm Thái Ngọc

Group name: Phượng Buồn
Group members:
Phạm Văn Tuấn - 719K0143
Đỗ Nguyễn Phương Linh - 719K0021
Đoàn Hoàn Mỹ - 719K0129
Đào Nguyễn Ngọc Anh - 218D4000
Phạm Thị Vân Anh - 218D2005
Class: Group 29 Saturday Shift 2
Major: Marketing & Accounting

Ho Chi Minh City, 2021

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MEMBER’S EVALUATION

Student Contribution
No. Name Content Sign
ID

Đỗ Nguyễn Phương
1 719K0021 - Chap 1 100% Signed
Linh

- Chap 2.1
- Chap 3.2
Đào Nguyễn Ngọc
2 218D4000 - Acknowledgement 100% Signed
Anh
- Introduction
- Design report

3 Phạm Thị Vân Anh 218D2005 - Chap 2.4 100% Signed

- Chap 2.2
4 Đoàn Hoàn Mỹ 719K0129 100% Signed
- Chap 3.1

- Chap 2.3
5 Phạm Văn Tuấn 719K0143 - Chap 3.3, 3.4 100% Signed
- Conclution
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LECTURER’S COMMENT
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Table of Contents
MEMBER’S EVALUATION.......................................................................................................... 2
LECTURER’S COMMENT ........................................................................................................... 3
CHAPTER 1. INTRODUCTION ABOUT THE COMPANY ..................................................... 8
1.1. Field of business .................................................................................................................... 8
1.2. Business performance and results ....................................................................................... 8
CHAPTER 2. MARKETING STRATEGY ................................................................................. 10
2.1. STP strategy......................................................................................................................... 10
2.1.1. Segmentation ................................................................................................................ 10
2.1.2. Target consumers ......................................................................................................... 11
2.1.3. Positioning..................................................................................................................... 12
2.2. Competitor of Biti’s (Nike, Adidas) ................................................................................... 12
2.2.1. Strengths ....................................................................................................................... 12
2.2.2. Weaknesses ................................................................................................................... 13
2.3. Positioning ........................................................................................................................... 14
2.3.1. Positioning map ............................................................................................................ 14
2.3.2. Positioning strategy analysis ....................................................................................... 14
2.4. The Marketing mix strategies ............................................................................................ 16
2.4.1. Product .......................................................................................................................... 16
2.4.2. Price ............................................................................................................................... 18
2.4.3. Place............................................................................................................................... 19
2.4.1. Promotion ..................................................................................................................... 21
CHAPTER 3. SOLUTIONS AND RECOMMENDATIONS .................................................... 23
3.1. Product solutions ................................................................................................................. 23
3.1.1. Material ......................................................................................................................... 23
3.1.2. Style and color .............................................................................................................. 23
3.1.3. Product packaging ....................................................................................................... 23
3.2. Price solution ....................................................................................................................... 24
3.3. Distribution .......................................................................................................................... 24
3.4. The media ............................................................................................................................ 25
CONCLUSION............................................................................................................................... 27
REFERENCES ............................................................................................................................... 28
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ACKNOWLEDGEMENT
In order to do this report, we are all surprised of how hard conducting a research
paper is. So far, we can say that this is the hardest assignment we have ever done.
Although this report may not be too valuable but this is the result of enthusiasm of
our group. We think through this report, the knowledge we learned is uncountable.
All the hard work is worthy.

It might be impossible for us if it were not for all the help we received.
Foremost, I would like to show my sincere gratitude to Miss Pham Thai Ngoc for her
continuous support. Beside her enormous specialized knowledge, she is also a
humorous person. Thanks to some of her subject-related videos, we find the
classroom atmosphere less stressful than ever. Everyone in our group felt thankful to
have her as our teacher and instructor.

During the progress of writing in report, our group members were extremely
diligent, enthusiastic and hard-working in order to complete the final one. We want
to thanks ourselves for our stubbornness, trying our best stick with the research till
the end and not giving up. Last but not least is our Ton Duc Thang University. Thank
you for all the handy documents, research papers and informative sources through
library.

Our group will forever remember and cherish this wonderful experience and
make this become our foundation in business researching path in the future. Once
again thank you all for your help with our paper.

Best regards!
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INTRODUCTION
The country's economy is growing day by day, people are paying more and
more attention to fashion, especially shoes. Since then, a lot of famous international
brands have been imported into Vietnam. However, with the increasing demand of
customers, buyers not only need quality but the product must be combined from many
factors.

Speaking of footwear brands in Vietnam, it is impossible not to mention Biti's.

The brand has made great contributions and returned quality products to customers.
However, in recent times, Biti's has been increasingly faded by competitors from
neighbouring countries. So our team decided to analyse Biti’s marketing strategy in
Vietnam to realize that Biti's marketing advantages and disadvantages.
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LIST OF PHOTOS, TABLES AND FIGURES

Photo Name Page
Photo 1 Biti's store 16
Photo 2 Biti's logo 22
Photo 3 Biti's shoes packging 23
Figure Name Page
Figure 1 Biti's business results in 2019 11
Figure 2 Biti's positioning map 14
Figure 3 Biti's store 20
Table Name Page
Table 1 Segmentation table of Biti’s 10
 8

CHAPTER 1. INTRODUCTION ABOUT THE COMPANY

1.1. Field of business
Biti’s is one of the leading footwear brands in Vietnam, established in 1982
and specializing in making rubber sandals. Since its formation, it quickly became
number one choice because of its durable and high-quality products. The brand its
self was loved by both young children and elder. Everyone in that time owned at least
one pair of Biti’s product. Together with the slogan “Biti’s takes care of Vietnamese
feet”, they were and are doing great job proving that. Although facing some brand
issue at around 2010s but Biti’s had it significant return in 2016 with an impressive
change, introducing newest line at that time called Biti’s Hunter. The product met all
the customers’ requirement such as high-quality, eye-catching appearance and
reasonable price. Along with the impact of KOLs, Biti’s gained back their popularity
and went beyond, having all the young generation attention to them.

1.2. Business performance and results

At first, Biti’s was named Van Thanh Group, formed by Mr. Vuu Khai Thanh
and his wife in 1982. Consisting of 20 employees, it was a family-owned footwear
production with long history. The company was only produced for exporting to
European countries and USSR under goods exchange program. In 1986, the company
was merged with Binh Tien Rubber Cooperative. Then they changed direction,
producing high quality footwear to serve not only to exporting but also to serve the
domestic market.
Knowing that they were competing with other strong competitors, they needed
changes to develop. They decided to go to Taiwan to learn about new techniques and
knowledge to innovate their products. After completing their learning course, they
came back. Applied the EVA technique, which was learnt, they invested to some
modern machines and equipment. Since then, the product quality improved
undeniably. In 1992, the company was officially renamed as Binh Tien Imex Corp or
Biti’s as called nowadays.
 9

Now, Biti’s has grown strongly along with the development of the country. It
is not only the prestigious brand but also a pioneer in exporting to the world market.
Biti’s has their brand marked in more than 40 countries around the world, including
some big and developed countries such as Italy, France, USA and so on. They have
more than 1500 firms across nation and nearly 8500 employees with high skills,
passion with what they are doing and have great sense of responsibility.
Within nearly 40-year journey, Biti’s has achieved lots of big prizes and
accomplishments. They gained gold cup in Top 10 Vietnamese High Quality
Prestigious Brands 3 years in continue, from 2005 to 2007; were recognized as
Vietnam National Brand in 2008, 2010, 2012 and 2014. They were also listed in Top
40 Vietnam Most Valuable Corporate Brand in 2016 and 2017 and more other prizes.
 10

CHAPTER 2. MARKETING STRATEGY

2.1. STP strategy
2.1.1. Segmentation
Market segmentation looks at the nature and extent of the diversity of buyer’s
needs and wants in a market. In particular, the market is a diverse place with many
different products and customers, so normally businesses will not be able to meet the
needs of all subjects. Marketing experts come up with solutions to divide customers
into different segments. Based on that, Biti’s has three different segments:

Segmentation table of Biti’s

Geographic Demographic Behavior
Almost every - Age: 5 years old – over - Buy due to personal needs
regions in Vietnam 30 years old - Buy for family needs
- Gender: male and - Buy for work needs
female - Buy for communication needs
Table 1. Segmentation table of Biti’s

2.1.1.1. Geographic
- Nations: Vietnam

- Religion: Vietnam market

2.1.1.2. Demographic
Customers are children from 5-15 years old: this group of customers likes
vibrant colors, with many funny patterns to create excitement for the children.
However, this group of customers is still small, so they are not aware of fashion, so
the decision to buy depends on their parents.
Customers are teenager or young people from 15-25 years old: Customers are
young people from 15-25 years old: mainly students, students, so the income depends
mainly on the family's support. So price is a very important factor. Products of both
quality and reasonable price will decide the choice of customers. This is a very
 11

potential market, because young people at this age usually have at least 2 pairs of
shoes to go to school, hang out, ...
Customers over 30 years old: this is the class with stable income.
2.1.1.3. Behavior
Buy due to personal needs: When buying footwear products, they often pay
more attention to the style, color, and style that the product brings. Selected footwear
must match the personality and accentuate style.
Buy for family needs: The products chosen to buy are usually household
products, and shoes are often purchased with a simple design suitable for furniture.
The product is suitable for everyone and brings the enjoyment of the user.
Buy for work needs: Selected products are required to be rugged and for
maximum safety for the user.
Buy for communication needs: Buyers can pay a premium for the right
products that are polite and formal for them.
2.1.2. Target consumers
Biti’s targets all types of customers from workers with average wages to the
upper class in society, from the elderly to children. Every customer becomes the
target market of the business. The business will meet the needs of all customers for
the types of products they need.

Figure 1. Biti's business results in 2019

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2.1.3. Positioning
Compared with other competitors, Biti's products have higher quality.
Combined with Vietnamese consumers like suitable price go with the quality.
Therefore, the company's positioning strategies mainly focus on the quality of Biti's,
which has successfully built its brand as high-quality Vietnamese goods. Speaking of
Biti's, people immediately remember the slogan "Nâng niu bàn chân Việt". However,
in order not to fall behind other competitors, Biti's needs to maintain the following 3
factors: good quality, good customer service, beautiful designs, rich styles, and trendy
designs.

2.2. Competitor of Biti’s (Nike, Adidas)

2.2.1. Strengths
Give customers a sense of class and luxury when wearing (current competitors
such as Nike, Adidas are considered to bring emotional benefits such as creating a
sense of class and luxury, then Biti's must It takes a long time to build a certain
emotional identity).

Having customers' trust in product quality due to foreign brands (thinking that
has existed for a long time in Vietnam is to only trust imported products, doubt the
quality of domestic products).

Having creativity and breakthroughs in design and design in accordance with

the needs of the market, especially young people. (Nike: Nike has a choice of external
collaborators. These are Yoon Ahn's Olympic capsule collections for AMBUSH ©,
Undercover's Jun Takahashi, Sacai's Chitose Abe, ALYX's Matthew Williams, and
Off-White's) Virgil Abloh Every designer is a big name in contemporary fashion.
"We don't just ask them to rate our products, we want to literally work with them.
Because Nike has the best designers in the world, and when we combine those
designers with really brilliant outside minds and meet in conversations, we all get
better."), (Adidas: tireless efforts, listening to customers' comments when researching
 13

designs and making careful investments, Adidas has built a leading advanced brand
in the market, produce new, innovative products)

High marketing capacity, marketing activities are not regular, clear, and
organized in a systematic way. (Adidas: Promote advertising programs on websites,
television. There are many promotional programs for each product), (Nike: The
company uses promotional tactics to reach target customers and persuading them to
buy the product Nike's promotional activities are sorted by its importance:
Advertising, Personal Selling, Direct Marketing, Sales Promotion, Public Relations)

Have a pricing strategy that makes customers satisfied (Nike: When using a
value-based pricing strategy, Nike considers consumers' perceptions of the value of
its product. This value is used to determine the maximum price that consumers are
willing to pay for the company's sports shoes, clothing, and equipment.), (Adidas:
Depending on the style and design Adidas chooses different prices. To compete with
competitors' products, Adidas will use affordable prices, but for products that are
newly introduced in the market; are uniquely designed, and are "limited" the price of
the products will not be cheap.)

2.2.2. Weaknesses
There is no home-field advantage in Vietnam (with more than 36 years in the
market, Biti's is confident that it can understand the thoughts and spending
psychology of Vietnamese consumers).

In terms of communication and product deployment, foreign brands do not

have the flexibility and ability to make decisions as quickly as domestic brands.
(Because at multinational corporations, the working processes are very systematic
and scientific, so the speed of improvisation and being able to launch a campaign in
one night is impossible. However, Biti's, as well as other brands in general, can be
flexible in deciding, helping to process work faster.)
 14

No competitive advantage in terms of price. (The price of genuine sports shoe

products on the market today is from 1 million or more, while Biti's Hunter only costs
from 500,000 VND.)

Have to borrow capital to start a business. (Compared to other brands, Biti's

has abundant financial resources without having to borrow capital to do business)

2.3. Positioning
2.3.1. Positioning map

Good
quality

The best form

and design
Figure 2. Biti's positioning map

2.3.2. Positioning strategy analysis

Compared to competitors (especially suppliers from Taiwan, China), Biti's
products proved to have superior quality: high durability, smoothness, beautiful
design, … Because Biti's is manufactured using modern technology with imported
materials, ensuring international standards. Biti's achieved ISO9001 certificate by
BVQI organization of the United Kingdom and Quacer of the General Department of
Metrology of Vietnam. Something that few Vietnamese footwear enterprises have
achieved (Thuong Dinh company has only obtained ISO9002 certificate issued by
Quacer). Combined with the psychology of Vietnamese consumers in previous years,
they like to "eat well, wear durable". Therefore, the company's positioning strategies
mainly focus on quality criteria. And Biti's has partly succeeded in building in the
 15

minds of customers that they are "high-quality Vietnamese goods". The positioning
according to product quality has shown high breakthrough thinking and
professionalism compared to other competitors. To implement this positioning
strategy, Biti's has adopted communication campaigns, pricing based on quality and
direct consumption by consumers. Referring to Biti's, people immediately remember
the slogan "nurturing Vietnamese feet", it partly orients Biti's to be Vietnamese
goods, suitable for Vietnamese consumers. This slogan has hit the national pride,
evoked Vietnamese cultural identity, and positioned a beautiful brand in the hearts of
consumers. However, if you don't want to be lagging behind other competitors, Biti's
needs to rethink its positioning strategy because today, being durable is not enough.
Shoes have become fashion products, expressing each person's style and personality.
Biti's products in the future need to be positioned according to all 3 factors: Good
quality; form, beautiful design, rich in style, trendy and good customer service.

Biti’s should continue to position by quality as this is a successful positioning

strategy. Moreover, the income and living standards of consumers are increasingly
improved, and the trend of consuming good quality goods is increasing. In the
integration trend, consumers have more and more diversified choices, so if Biti's does
not build a fashionable and trendy image, it will be difficult to retain customers. New
Biti's products must be oriented towards good quality and stylish products. To do this,
Biti's design team needs to invest more. If successful, this will be a big difference
between Biti's and domestic competitors because the disadvantage of design is the
common weakness of most Vietnamese leather and footwear businesses. Currently,
the footwear companies in the Vietnamese market do not have or have a customer
care department, but it is not really good. Biti's should focus on promoting this
feature. Biti's future customer care services should aim to: advise on choosing the
right product, collect and listen to feedback from customers, return the product if not
satisfied or defective
 16

2.4. The Marketing mix strategies

2.4.1. Product
2.4.1.1. Universal Series
Universal line, Biti's footwear includes the following types: foam sandals,
sports sandals, fashion leather, sports shoes, fashion leather, sports shoes, western
shoes, medical sandals, comedy, wooden clogs. Biti's products cater to all ages and
needs, usually divided into children's products, men's and women's products. In terms
of new product development, Biti's has a large design team, averaging 2 to 3 products
of each type annually. This is a huge effort by the fledgling design team. The design
is sometimes difficult, and in general, the product has not had a breakthrough like
using only old materials, only changing and colors and a few small details.

Photo 1. Biti's store

2.4.1.2. Premium series

Premium Line, GOSTO is a premium brand that competes with other
international brands. GOSTO already has the best lines available for the production
of its product lines, including shoes, bags, jewelry accessories and fashion clothing.
 17

Although Biti's products are not appreciated by consumers in terms of

aesthetics, they are very popular in terms of quality, product durability as well as
supply system. In terms of product quality, we can see that Vietnam's current
footwear market is very rich, including products from high-end foreign brands,
domestic companies, With the explosion of the low-priced footwear market of
unknown origin, consumers have more and more choices, but to choose for
themselves a product with good durability, brand and reputation. In general,
customers rate Bitis products as durable but not fashionable. Although these are just
some of the opinions of customers evaluating Bitis products in the summer, it also
reflects a relatively complete picture of Biti's current product picture: focusing only
on product quality In other words, the fashion in Biti's products is not much and is
somewhat inferior compared to competing products.

Should continue to use old materials and search for new materials from
domestic sources to develop a "pure Vietnamese" product, and at the same time, it is
convenient to improve product design and reduce costs. Strongly develop the
production of foam slippers, because in Vietnam market, almost only Biti's company
has the technology to produce foam slippers. The material for the production of shoes
for children and teenagers must be especially cool and not occlusive. Because this is
an active subject, having a lot of fun, often sweaty feet.

In terms of design, color, and noticeable point in women's Biti's products is

that they often use large straps, causing a rough feeling. Biti's should design smaller,
slimmer straps, decorative motifs need to be sophisticated, prominent, can be attached
with stones... For the group of children, the colors should be rich and diverse, can
decorate pictures Cartoon characters that children are interested in. It is advisable to
coordinate with clothing designers to create harmonious outfits because currently in
Vietnam, clothes and shoes seem to develop independently of each other.

Biti's should produce more bags for its products, suitable for different
audiences. The bag should be beautiful and eye-catching, with a clear Biti's logo
 18

printed, made from environmentally friendly materials such as paper so that

consumers can reuse it many times. For children, packaging should be colorful, girls'
bags should be printed with dolls or funny animals, boys' bags should be printed with
superheroes... generous. For women, soft design, sharp patterns, choose pink or
yellow-brown. For men, choose brown or blue… The production of more bags may
increase the price a bit but is very meaningful to stimulate customers.

2.4.2. Price
Continuing to use the one-price strategy to give consumers peace of mind,
without worrying about being overpaid, afraid of pitting, or buying the wrong thing.
Currently, the price of Biti's products is still much higher than other competitors,
mainly due to the cost labor, raw materials. If you can find and use local materials,
the cost will be lower. However, it is still advisable to use the policy of setting a
higher price than other competitors because of the Vietnamese mentality that "you
get what you pay for".

With a reasonable price, Biti's is still a top choice that consumers can consider.
Besides, the widespread coverage of the distribution system to all regions has made
it easier for consumers to access product sources and save time. And a brand value
that cannot be ignored is the slogan "Carrying Vietnamese feet" which shows the
deep concern for Vietnamese consumers as well as the long-term strategy of Biti's
when it wants to maintain investment and development. seriously develop in the
Vietnamese market. Therefore, consumers can be assured of quality as well as be
proud of a prestigious Vietnamese brand. In the past few years, the Vietnamese
market in general as well as the Vietnamese fashion market in particular has made
great strides and has a tendency to internationalize. Therefore, the demand for
branded and classy products of Vietnamese consumers is getting higher and higher,
well aware of that need as well as the desire to provide customers with high quality
products, Being competitive in both brand and aesthetics, Biti's has launched
GOSTO, a high-end fashion brand in Vietnam. After 5 years of establishment and
 19

development, thanks to well grasping the increasing needs and tastes of Vietnamese
consumers, GOSTO has a certain position in the current fashion market. Using
GOSTO's products, consumers can not only use high-class products but also see the
professionalism as well as the solemnity that the brand brings through the distribution
system located in the centers. High-class care, the professionalism of the service staff
in consulting and sales and also in terms of packaging and customer service are not
inferior to any leading brand in the world, so Customers can rest assured to choose
for themselves a high-end Vietnamese fashion brand. Price The selling price of Biti's
is also quite diverse, ranging from 50,000 VND (children's products) to 800,000 VND
(adult shoes). Biti's does not have special products, "limited production" products, so
the price does not exceed 1,000,000 VND. Compared with similar Chinese shoe
products.

2.4.3. Place
To be able to optimize profits more, Biti's needs to clearly segment the market,
have pricing policies for each segment and the right time. Continue to use the 3-level
distribution channel.

Producer - Agent - Wholesaler -

Retailer - Consumer

The current distribution system in the domestic market, Biti's distribution

system includes 2 branches, 2 trade centers, 2 business centers, 33 marketing stores
 20

and more than 2,300 agents - stretching goods. across the country. Biti's distribution
system operates in the form of an indirect distribution channel, specifically a
centipede type: in major cities there will be a distribution center, which will combine
with local retailers and retailers will distribute to consumers.

The advantage of this way is to create a large coverage, easily bring Biti's
brand image to consumers without Biti's side needing to spend a lot of money to
invest. With more than 2300 agents-stores spread across the country, it can be seen
how large the market coverage of Biti's is. If Biti's invests in stores and agents by
itself, Biti's will have to spend a lot of money. huge cost in terms of capital and human
resources. Besides the advantages, there are also disadvantages. The first
disadvantage with such a dense distribution system will be difficulty in managing
distribution channelsThe criteria for choosing a distribution channel of Biti's is just
how Biti's can sell as many products as possible. Biti's needs to set specific rules for

Figure 3. The product that offer each year

stores and agents and negotiate with distribution channels suitable regulations for
both parties. Stores must commit to comply with regulations on store layout, product
display, merchandise structure and prices. This makes there uniformity between
stores and avoids conflicts between stores and agents. Diversify the form of purchase
by combining sales through stores and websites. Currently, the buying trend of
 21

customers has changed, they need convenience in purchasing. Therefore, Biti's needs
to diversify the form of purchase to bring convenience to customers.

Selling over the internet is a trend that many manufacturers are applying, Biti's
can apply this sales form to attract more customers. Select qualified dealers and stores
and invest in more fashionable decoration and presentation to attract customers.

Currently, although Biti's has a lot of stores, there are stores that are just kiosks
in the market. These places do not qualify as a store because they do not have enough
space to display products and may not have enough financial resources to invest in
product display and store decoration. Bitis needs to re-select qualified agents and
stores so that these places can invest in more fashionable decoration and attract more
customers.

Thoroughly research the target market, make a reasonable decision about the
location such as the customer characteristics of the target market, age, occupation,
educational level, income. Repair and upgrade the store's infrastructure to be
spacious, clean and beautiful, arrange reasonable and eye-catching signs, highlighting
the image of the Company's products.

When choosing to open a new branch, it is necessary to take into account the
location where they will arrange the store, the ability to compete with the old agent
of the branch, creating favorable conditions for planning and saving costs.
distribution network costs effectively. It is necessary to maintain customer
conferences and open sales training classes for agents every year, thereby listening to
customers' opinions as well as improving the branch's sales skills to create effective
business conditions.

2.4.1. Promotion
Television communication strategy It can be said that in its heyday, Biti's paid
great attention to advertising communication. At that time, Biti's products were very
 22

popular with consumers, it can be said that Biti's is currently leading the market in
footwear products.

The ad with the idea: "Creating Vietnamese feet" by Biti's has resonated with
customers. It can be said that this is the most successful marketing strategy of Biti's
at that time. With a trusted product foundation, strong Biti's brand, the use of
emotional marketing strategy hits the consumer's psychology.

Photo 2. Biti's logo

With only the simple image of a footstep, but a step of the Vietnamese people
through each historical period, Biti's steps with the care of Biti's step into the new
millennium of outstanding development. Through those images, Biti's has aroused
the national pride of Vietnamese people, and with the last image, when Biti's feet
enter a new era, it increases trust and peace of mind for consumers. However, it is a
pity that when creating a buzz, Biti's remained silent without taking any action to
continue to maintain that position in the minds of customers, making Biti's image in
the minds of consumers from always at the top has now become a vague silhouette.
Although advertising with the message "Craising Vietnamese feet" is very good, if
there is no plan to maintain and develop it, no matter how good it is, it will be boring.
 23

CHAPTER 3. SOLUTIONS AND RECOMMENDATIONS

3.1. Product solutions
3.1.1. Material
Should continue to use old materials and search for new materials from
domestic sources to develop a "pure Vietnamese" product, and at the same time, it is
convenient to improve product design and reduce costs. In addition, the material for
the production of shoes for children and adolescents must be especially airy and not
occlusive. Because this is an active subject, having a lot of fun, often sweaty feet.

3.1.2. Style and color

Current Biti's products when placed next to shoes of other brands such as
Adidas, Nike, ... are often less eye-catching. It is advisable to coordinate with clothing
designers to create harmonious outfits because currently, clothes and shoes seem to
develop independently of each other in Vietnam.

3.1.3. Product packaging

Photo 3. Biti's shoes packging

Except for Gosto's high-end fashion products that have their own packaging,
when buying Biti's products, we are usually only packed in blue bags with Biti's logo
printed. This is easy to get boring, moreover, today's trend is to use bags made of
environmentally friendly materials. Therefore, Biti's should produce more bags for
its products, suitable for different audiences. The bag should be beautiful and eye-
catching, with a clear Biti's logo printed, made from environmentally friendly
 24

materials such as paper so that consumers can reuse it many times. The production of
more bags may increase the cost a bit but is very meaningful to stimulate customers.

3.2. Price solution

Continue to use the one-price strategy to give consumers peace of mind,
without worrying about being overpaid, afraid of pitfalls, or buying the wrong thing.
Currently, the price of Biti's products is still much higher than other competitors,
mainly due to labor and material costs. If you can find and use local materials, the
cost will be lower. However, it is still advisable to use the policy of setting a higher
price than other competitors because of the Vietnamese mentality that "you get what
you pay for".

3.3. Distribution
Continue to use the 3-level distribution channel: "Producer - agent -
wholesaler - retailer - consumer" as before because this system is operating
effectively. When choosing to open a new branch, it is necessary to take into account
the location where they will arrange the store, the ability to compete with the old
agent of the branch, creating favorable conditions for planning and saving costs.
distribution network costs effectively. At present, the rampant development of new
agents has caused many difficulties for business activities, causing fierce opposition
from agents to the branch's policies. Biti's does not have a detailed plan on sales
network, affiliated stores and direct agents. Therefore, Biti's should conduct the
planning of retail points to organize rationally between channels to avoid competition
and mutual destruction. It is possible to open more agents or combine with some
wholesalers in new urban areas where population growth is likely to occur, where
many young people will live in the coming years.

Thoroughly research the target market, make a reasonable decision on the

location such as: the customer characteristics of the target market: age, occupation,
educational level, income...; In addition, it is necessary to study the population
density, the convenience of buying as well as the guarantee for the display and sale;
 25

consider other factors such as the network of unofficial private agents of the branch
stores as well as the stores and agents of other competitors. It is necessary to maintain
customer conferences and open sales training classes for agents every year, thereby
listening to customers' opinions as well as improving the branch's sales skills to create
effective business conditions.

Expand product distribution in supermarkets, commercial centers, especially

on weekends or holidays of the year because Biti's often focuses on distributing
products in big cities with many supermarkets. In urban areas and for people in the
city, going to the supermarket has become an indispensable habit. Repair and upgrade
the store's infrastructure to be spacious, clean and beautiful, arrange reasonable and
eye-catching signs, highlighting the image of the company's products.

3.4. The media

Still using and keeping the slogan "Nâng niu bàn chân Việt". Vietnamese
consumers are very familiar with the advertising " Nâng niu bàn chân Việt ". This
can be considered a successful advertisement of Bitis and becomes a lesson for many
Vietnamese businesses. This ad was designed and staged by a famous French
advertising agency with a cost up to 50 000 dollars. However, the success it brings to
Biti's is not small. Therefore, there is no need to change the slogan that has been
deeply rooted in the hearts of Vietnamese people for a long time.
Carry out advertising campaigns, launch new products on the media,
especially on holidays such as April 30, May 1, early September on the occasion of
the new school year, and on the occasion of the new school year. Lunar New Year….
to promote and introduce new products. It is even possible to organize a show to
launch new products at some parks, major theaters and invite famous singers and
actors to participate in the product introduction. Apply promotions and discounts on
holidays; on special occasions there is also a sweepstakes program, especially for
young customers who can give gifts with hats, shirts, and ballpoint pens at the
beginning of the school year; There may be gratitude activities for loyal customers to
 26

the product such as giving out Vip cards, membership cards to enjoy incentives when
buying, when there is a new product, the company will distribute catalogs and have
staff deliver home if required. Customers who buy Biti's products when they bring
them home that do not fit their feet or discover product defects, they can exchange
them at the dealer they bought, …
The media and mass information that can be used are television (maybe after
news programs on VTV1, TV gameshows on VTV3, between movies...); posters,
posters (large billboards mounted on the streets, near bus stops to impress while
waiting); newspapers (especially newspapers for young people like Hoa students,
Vietnamese students..., for women like the women's world, family marketing because
these are the main buyers, and posting information on trusted newspapers that they
often read will help increase the credibility of the product for them)
 27

CONCLUSION
After completing this project, we have achieved certain goals. Biti's is a typical
example that Vietnamese fashion brands still have the opportunity to dive in today's
vast market if they focus on capturing trends and communication methods. However,
up to now, although the name Biti's has won more or less affection from fashion fans,
the emotional factor is still a great obstacle to this brand compared to Adidas or Nike.
In the process of learning about Biti's brand, we have noticed many gaps in customer
survey to find new positioning strategies that are more suitable with the trend of the
times that the company needs to change. In addition, the search, market expansion
and customer care service... also need to be improved and changed. Through this
project, we learned how to analyze a problem, draw experiences, make judgments
with the right view of the brand value and the benefits it brings.

From there, our team gathered the necessary ideas and solutions to help Biti's
brand orient its future development.
 28

REFERENCES
Phân tích chiến lược Biti’s
(https://coccoc.com/search?Query=ph%C3%a2n%20t%C3%adch%20chi%E1%BA
%bfn%20l%C6%B0%E1%BB%a3c%20marketing%20c%E1%BB%a7a%20Bitis)

Lượng khách hàng tiêu thụ Biti’s ở Việt Nam

(https://www.google.com/search?Q=l%C6%B0%E1%BB%a3ng+kh%C3%a1ch+h
%C3%a0ng+ti%C3%aau+th%E1%BB%A5+Biti%27s+%E1%BB%9F+Vi%E1%B
B%87t+Nam&sxsrf=alekk01gwgiodzya5wp30i12h0eh8eiwaa:1621863838329&so
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ecaeqaw&biw=1236&bih=576)

Nike 2020: Điểm mạnh, điểm yếu, cơ hội và thách thức

(https://luxuo.vn/businessofluxury/nike-nam-2020-diem-manh-diem-yeu-co-hoi-va-
thach-thuc.html?Fbclid=iwar0rbz-8w5i-ndymjbvtv9trunsnbwwj9vdrnvtwcedpgs-
2Xj6w1mW1es0)

Biti’s hunter - giải mã sức nóng thương hiệu việt trên social media
(https://vietnammarcom.edu.vn/tint%e1%bb%a9c/chiti%e1%ba%bfttin/tabid/521/ar
ticleid/18849/categoryid/10/default.aspx?fbclid=iwar3x2bqxgxz0r_fqqifugay5deft-
zdcup04vbvn7bfafhnbzlukmk8jx2u)