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Group:
Nguyn M Linh
Phng Tho
Nguyn Ngc Huyn
Nguyn Th Hoi Linh
Chu H Phnng
Nguyn Trng Sn
Content
2 3 4
1
1992 2000
Binh Tien rubber cooperation converted Established Representative Office in
into Binh Tien comsumable production Yunnan, China, after that is in Guangzhou,
company, referred to as BITIS. Kunming, Nanning and Hekou
1986 2001
2 complexes unified in one call Biti's has been certified ISO 9001:
Binh Tien rubber cooperation 2000 by BVQI and QUACERT.
Core value
- Prestige comes first
Mission - Quality assured
- Become large and growing company - Do not stop innovation
both domestically and internationally - Together make a profit
- Maintain its leading position in Vietnam - Promote the company's
- Integrate actively into the international development
market, grow in Asia - Contribute to building a strong and
prosperous society
Vision
Continuously improve the quality of product
supply, meet better and higher requirements of
customers in order to target "Prestige - Quality
Company scope
International
Americas: Brazil, Canada, Chile,
market
01 04 Ecuador, Mexico, Panama
Asia: Taipei, Korea, Malaysia,
Japan, Singapore, Thailand, China
05 Australia: Australia
Product portfolio
Divined into 4 types: Women, Men, Girl, Boy
Sneakers fashion sandals Doll shoes High heels
Targeting
-Age: Kids about 2-10
- Vietnamese people prefer domestic high
quality products.
03
- Young generation
-> Targeting differentiate
02 Positioning
-Slogan: Tender care Viets feet ( Nng
niu bn chn Vit)
Segmentation
01 -Focus on high quality of steady &
durable
-Good quality with affordable price
-Demographic: Age: 2-10 , mix gender. -Diverse design & fashionable
-Psychological: Middle class, active and
young lifestyle
-Behavioral: Comfortable, Steady,
Fashionable, Durable, High quality.
Advertising
Sales promotion
Direct marketing
Public relations
II. Situation analysis
1. Macro environment
PEST
Economic Socio - Cultural
The economic growth rate in 2017 is forecasted to About 26 million youths under 15
reach 6.3%. Annual average inflation is about 4%
(in 2016 is 2.7%)
03 years of age
Opportunity for Bitis
Opportunity for Bitis
02
01
Political 04
Technological
Vietnam joined the WTO and removed tariff
barriers with international countries Technological advances - the design of
Opportunities and Challenge for Bitis the shoes can osmotic maximum sweat
A big challenge for Bitis
2. Micro environment
Domestic competitors:
5 forces
Customers are usually children, students -
> large number of customers
International competitors:
about 10 %
Challenge:
- Biti's aims to target the children and hit the sports shoe for
children segment which has fierce competition among big brands
like Nike, Adidas
Build a new product for kid with high quality and affordable price
Campaign roadmap
Phase 1 INSPIRING Phase 2 INTRODUCTION Phase 3 ENGAGE Phase 4 - SELLING
W1 June W3 June W3 June W3 June
profile Distribution
Broadcast live on TV and
Celeb endorsement internet
Videos of famous kids Canifa Store
wearing Hunter Kid to join Cooperate with Canifa
outdoor activities to organize Catwalk show and Moms interview/ sharing
exhibition Super market
Moms parenting stories: Livestream Kids interview
why Moms care of Kids Website Livestream
outdoor activities, how to
help Kids confidence
activate more Key Message : Steady steps for the future
Phase 1:
Inspire
Give some article about childrens health and
Outdoor activities
Videos of Celebrities about how they
grow up children
Interview families in Dad,
Where are we going? about
experience when they
enjoyed the show.