Changes in Product Structure Management and Strategy of Biti’s

1. About the past:

With the traditional marketing, Biti’s produced footwear products with the core value is “The Most
Quality shoes”. Biti’s products are durable, high quality. A Biti’s product has a shelf life of 3 to 5 years.
They are also diverse and plentiful that can serve the needs of all ages. Biti’s was very famous with the
familiar slogan "Nâng niu bàn chân Việt". Thereby, Biti’s wanted all customers to understand that when
using Biti’s products, they felt comfortable and bitis always cherished and respected customers through
all their products.

Throughout the times and their policy to expand the market share, Biti’s achieved a huge succeed in
profit and increased their consumer from 1982 to 2001. The brand had its own customer base, the
amount of products produced is about 12 million pairs per year but up to 40% is for export. In this time,
applying the 4Ps strategy to Bitis company, we have an overview of how Bitis managed their marketing
process.

- Price: With reasonable price with the high quality, Bitis shoes got the price enough to compete with
some producer from China or Taiwan

- Product: with a wide range of product line, from sports shoes, casual shoes, slipper, different sizes
from kids to adults. Everyone can have a Bitis shoes.

- Place: Their product distribute in their retail store from all over the countries, some supermarket also
sell their products.

- Promotion: Having some program to promote customer is not a priority of Bitis. It was rarely to see
promotion from their store, only on some special occasions like Tet Holiday.

2. Reason for changing

After 2001, Bitis gradually lost its unique position. About the Biti’s internal environment, they have
somes weaknesses that make they lost market share and decrease the profit. First of all, their Marketing
is not good enough, marketing activities are not regular, clear and organized systematically. Besides,
there is no research team on product demand, so the design of footwear changes slowly compared to
demand, especially for young people - customers always want to change their appearance, prefer
stylish, rich, youthful shoes.
The continuous release of products that are out of style, not attractive leads to high inventories. The
price of Biti’s products is very high compared to similar products. This is a very significant weakness that
Biti’s is suffering from. Although the price is high because the product is manufactured with good
material to create a high quality product, it becomes a point that other competitors exploit to compete.
Biti’s competitors use a way to create good products and affordable prices to compete. Especially, shoes
are products that contain fashion elements, so in addition to quality, design, color are also important
points to stimulate customers to make a purchase decision. Each year there is a different fashion trend
so a product may be fashionable this year but next year it becomes obsolete and not selected to buy.
Therefore, it is not necessary to create a durable product with high aging time. Although the quality of a
pair of Chinese sandal can only be used in one summer, it makes guests feel that they are always
innovative. Biti’s products have many bright colors so it is easy to get dirty. In addition, some types of
BiTi’s sandals have poor ventilation making foul odor when we use for a long time.

The external environment brings lots of threats to Biti’s. First of all, the challengers come from its direct
competitors.
The researcher has shown that the sports shoes market in Vietnam is currently divided into 3 main
segments. The first is the international names such as Nike, Adidas, Vans, Converse ... with an average
price of 1,000,000 VND or more, with the strengths of diverse designs, trendy, high quality and
especially brand influence. The second is the segment below 500,000 VND, including domestic products
with little names or counterfeit goods - fake goods, which do not guarantee quality or style. Secondly,
the challenge comes from the footwear industry in Vietnam. Footwear enterprises often seek to export
to the international market for a higher profit. That is enough to offset production costs, have enough
money to expand production and invest in new equipment. However, due to focusing on export to the
international market, it is not possible to concentrate resources to meet domestic demand, resulting in
domestic products that are often outdated in style and color. This is a challenge not only for biti’s, but
also most of Vietnamese businesses face with.

3. Changing process

All of these things have contributed to pushing Biti's out of this challenging game. Many people even
wonder, where did Biti's go? Because we didn't care about it or it really disappeared from the
Vietnamese footwear market. But the answer is No, Biti's didn't disappear, it just stood outside the
playground for a while to cherish a rousing comeback plan. It can be said that the DIGITAL MARKETING
strategy of Biti's has great significance to it in particular and leaves many valuable lessons for other
businesses when building the brand.

As mentioned as above, there is the middle segment - with a price of about 500,000 - 1,000,000 VND - is
still left open. Consumers in this segment do not want to use knockoffs, but are also unwilling to spend a
large investment on footwear. Biti’s recognizes that the Vietnamese market is still in short supply of
locally made sneakers, with reasonable prices, high quality and trendy designs. That's why Biti’s Hunter
was born. Not only does it meet a gap in the market, this series of sneakers is also an effort to help us
change the perception of customers, especially young people, about a brand that is only known for
producing pairs of cheap sandals are durable but outdated.

Compared to its predecessors, Biti's Hunter is almost completely different. Despite the appearance of
foreign sneaker styles, Biti's Hunter still has something very unique, very Vietnam. This can be
considered as a rather selective learning. In addition, the price only ranges from 600,000 - 700,000 VND
for a pair of quality sneaker is also praiseworthy of Biti's.
However, sometimes, just pointing out a good product is not enough, you need to make use of the
external factors to make it stand out. This statement, once again, is true of Biti's. In fact, they had
launched Biti's Hunter a long time ago, around 2016, but that day, young people are still immersed in
the kingdom of Adidas, Nike, Vans ... not many people know the existence of representatives of our
country, except for those who have been to Biti's for many years.

By this time, Biti's began to leverage the power of the media. And their subtle key is to cooperate with
Son Tung MTP in early 2017, so that the black and white Biti's Hunter appeared in Son Tung's "Lac Troi"
MV, raising the curiosity of Son Tung’s audience. Son Tung actually helped Biti's return to the race
spectacularly, making Biti's Hunter comparable to adidas Stan Smith or Nike Roshe Run.

Taking advantage of that success, Biti's continued to build an advertising campaign, including Soobin's
"Di de tro ve" MV with a meaningful message of the same name. Next, they also sponsored Son Tung's
"Noi nay co anh" MV. They also simultaneously invited KOLs like Duy Khanh, Chau Dang Khoa, Diem My
9x, Huu Vi ... to advertise their products. Moreover, don't stop there, Biti’s has cooperated with many
other brands to produce many shoes with unique designs and quality assurance. When considering a
“handshake” with another brand, they analyze the passion points—the trends in social media, movies,
music, and fashion. Biti’s figured that this collaboration could open up more opportunities in the future
regarding foreign branding while leaving a positive impression on young people. Attack on the media
and attack on all fronts - clever strategy that helps the bright star Hunter revive the Biti's empire for
many long years of collapse.
In short, AIDA model was applied to marketing for many brands in Vietnam. But with Biti’s Hunter is one
of the most successful company apply this model perfectly.

- Awareness: At the first stage, their goal is more and more people know and recognizethis footwear
brand. To do this task, they using Viral Video which is “ Lac Troi “ and “ Di De Tro Ve”. There’s a conflict
between fan and anti-fan, that’s how they bring people’s awareness.
- Interest: They using KOLs channel to stimulate consumer’s interest in the product. With young people
is target consumer, by creating trend via celebrities and idols. Biti’s has controlled the market, make a
new trend in shoe brand.

- Desire: They put some PR post which plays on people’s patriotism like Vietnamese consumer not
wearing Internal Brand’s shoes even we export the shoes atthe top in the world. Then, they put direct
PR post on some famous news on theinternet, some news can start a new trend in youth.-

- Action: to convince people to buy their product. Bitis have many discount and promotion, they
combine with some online website and have a massive discount in a stable period of time such as selling
off the Bitis Hunter U23 product line or the campaigns in Mid-2017 are combined with the blockbuster
movie Marvel. Biti’s launched the product: Biti’s Hunter X Marvel with 3 new models attached to 3
superheroes: Captain America, Iron Man and Thor in April 2018. After Marvel, Biti’s have continued to
collaborate with Pepsi to create a shoe line for the World Cup 2018. This project helped Biti’s to work
alongside some of the biggest names in sport such as Lionel Messi.
True to the spirit of his campaign, Biti's has come a long way far, only to return so magnificently like
that.

(Này ko biết nên để phần đánh giá kết luận hay ở đây: For each company and enterprise, they will have
different marketing strategies suitable to the situation of the company and budget, but through what
Biti's has done, we can draw a few small lessons for businesses when doing a Marketing campaign:

- Positioning and customer segmentation properly

- Create marketing plans that suit the most potential customers, for example how Biti's has done)