Marketing StrategyPlan 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: Biti’s and DONA Biti’s 460k . Introduction • • • • Hunting for Experience A quality sport shoes with fine design at reasonable price As light as a feather 225g Color: Blue.I. gray.650k and girl shoes . orange. and black Price: boy shoes . SITUATIONAL ANALYSIS . Internal analysis • Competitive advantages: – – – – – Deep-rooted in Viet Nam market Distribution system Vietnam high quality goods Brand awareness Low cost comparing with Nike. Situational analysis 1.II. 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 . Urban population: 33. Da Nang 952.175 million.6% of total population (2015) Major cities – population Ho Chi Minh City 7. Hai Phong 1.6% are urban citizen.000 . Can Tho 1. External analysis DEMOGRAPHY • • • • Vietnam have more than 95 million people 18% in the age of 16-25 and 33.075 million. Situational analysis 2. Ha Noi (capital) 3.629 million.298 million.II. the dong. External analysis ECONOMY • • • • Joined the WTO in 2007 . export-driven industries. 119 enterprises: 72 private ones and 44 FDIs that produce raw materials and machinery for the footwear manufacturers. Exports of footwear Vietnam in 2015 is $12 billion . Nearly half of them are from Taiwan and South Korea.II.7% Footwear industry: • Majority of the companies are owned by the Vietnam government and private sectors. Vietnam was one of 12-nations that concluded the Trans-Pacific Partnership free trade agreement negotiations in 2015 During 2015. Situational analysis 2. depreciated about 5% GDP .real growth rate: 6. • The total footwear suppliers. Vietnam's managed currency. 23 % are FDIs that share 77 % of the country’s total export sales.more competitive. but at the same time. must reveal their character. Want to be different and live true to their personality. Situational analysis 2. .II. External analysis Fashion styles preference (Teenagers) Vietnamese teenagers choose fashion style that is trendy. while still being acceptable and trendy. II. 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. Situational analysis 2. but trendy clothings. to stand out among the crowd and to build a favorable personal image among the community. External analysis Behavior trends “Selfie” trend Social media allows people to express themselves Conclusion: Vietnamese youth begin to realize the need to be heard.II. . Situational analysis 2. II. as long as it is not too dangerous. They adopt trends that are daring and adventurous very fast. 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. . wifi) are very popular in Vietnam. . • In 2015: Mobile broadband Internet have 36. with the rate of 40. with the rate of 40. • Mobile broadband Internet have 36.II. optical cable. External analysis TECHNOLOGY • Media and Communications: The international communications system (telephone.28 million subscribers. Situational analysis 2. telefax and telex) and internet infrastructure (broad band. • 52% population use Internet in Vietnam.1 subscribers per 100 inhabitants.1 subscribers per 100 inhabitants.28 million subscribers. II. Situational analysis 2. and poor urban planning have caused poor air quality in major cities. few or nonexistent vehicle emission standards. polluting gasoline motorbikes. External analysis ECOLOGY • Rapid development combined with deforestation. . Converse… . Hồng Thạnh. External analysis Competitors analysis • Direct competitors as international sport shoes brands: • Other direct competitors: Vina Giày. Situational analysis 2.II. External analysis Positioning map.II. Situational analysis 2.sport shoes 4 Shoe quality 5 3 2 6 7 1 8 http://runrepeat.com/ranking/rankings-of-overall-running-shoes Price . SWOT ANALYSIS . various models at Ligamex. experience company: Bita's. fine design.sandals product with high team has few domestic rivals quality. • Potential for export . products-driven campaign • On the market • VN market are lack of • Young marketing footwear . shoes.• Good price • Good quality • Fashionable design • Large distribution channels • High awareness of Biti’s 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. Vina good prices. OBJECTIVES . Objectives 1.IV. 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 . 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 . Objectives 2.IV. Strategies .IV. IV. 1 million engagement (like. 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 . share. Strategies • • • • 1. digital platform in the 1st year 10 million reach.Marketing objectives 30% target customer is aware of Biti’s Hunter 5% of them buy the product 15 times engagement on social media. IV. 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 . Strategies 2. Strategies 3. Marketing strategy PENETRATION STRATEGY Price Adjustment Increasing Promotion Product Improvement .IV. Strategies a. improve the product . 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.IV. the price of the product will increase to gain revenue. 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.IV. Đà Nẵng) . HN. Strategies b. Cần Thơ. Hải Phòng. Huế. online articles. mobile engagement =>Invest to event sponsorship. choose the right KOL . pay per click. Strategies b.IV. Increasing Promotion: =>Invest to digital marketing to reach them easier. Digital platforms include social media. viral clip. develop more designs by recruiting new young design team Upgrade the product.IV. such as sport shoes for football. . Strategies c. expand to many product lines. basketball…etc.Product Improvement: Improve quality. Thank you for listening ??? .