Giảng viên: Nguyễn Đức Công
GROUP 5
Nguyễn Thị Cẩm Tiên
Hồ Thanh Khoa
Đinh Thị Trang
COMPANY
PROFILE
With the slogan "Biti's - cherish Vietnamese feet", Biti's brand of Binh Tien
Consumer Goods Production Co., Ltd has been trusted by consumers for
decades.
Established in 1982, Biti's
was formerly known as
Binh Tien and Van Thanh
production complexes
Every year, Biti's shoes
produce more than 20 million
pairs with a wide range of
products, diverse in designs
and models.
In early 2016, Biti's
launched a line of
versatile sports shoes
called Biti's Hunter
SWOT
High quality and durable
products
Wide distribution system
Experienced management
Unique and creative
marketing strategy
High brand awareness
Too many types make it
difficult for users to
choose
Not proactive about the
source of raw materials
Lack of design
manpower
difficult to control in
distribution
compete with many big
brands
Tightening monetary
policy
Consumers prefer
imported goods
Big A&D budget
Vietnam has a young
population
potential market
development
technology
good policy from the
government
SEGMENTATION
Geographic
Demographic
Purchasing behavior
TARGETING
1. Target market selection
strategy
2. Undifferentiated Marketing
Strategy
POSITIONING
1. Positioning the largest and most
prestigious brand in Vietnam
2. Positioning based on the product
quality
1. PRODUCT
Brand strategy
Product item strategy
Product line strategy
Product development
strategy
PRICE
Pricing strategy
Biti's has chosen a
skimming price strategy
with the aim of
"skimming the good" in
the market.
PLACE
Vertical distribution
strategy
Horizontal distribution
strategy
Strategies related to the
distribution length
PROMOTION
Advertising
Advertising in
Website
Sponsorship for TV
shows
Sponsorship for MV of
singers