BE your style

1. Insight
Big Idea
Plan
01
02
03
Marketing Specialist
Name: Nguyen Quang Khoa
December 27th, 1995
Product: Biti’s Hunter X
Type: Footwear - sneaker
Objective: The launching plan
Target customer: Age of 18-30,
income – AB+ living in cities (HCM,
Ha Noi, Da Nang, Can Tho, Nha
Trang)
1

2. Current Situation
• Biti’s Hunter X will be the new product for the first Premium
segment releasing in August 8th, 2017.
• Biti’s Hunter X has the position in the high quality and the
fashion features.
• The competitors are sneakers from Nike, Adidas, New Balance,
Converse.
• The customer prefer the famous branded product to the
Vietnamese brand like Biti’s
2

3. Insight – How to get?
According to Harmankaya et al., (2013), the paper: “Factors Affecting University Students in Shoes
Selection: Turkey Example” discovers the factors affected to the young consumers prefer on shoes by the data
obtained from the college students. :45.7% for 21-25, 36.7% for 18-25, 12.7% for 26-30, that means nearly 95% of
the respondents are in the age of the group target customer of Biti’s Hunter X (except the age of 18-20).
By the result of the research about “The Main Factors on Preferring Shoes” (slide 4), comfort (83%) and
quality (81.7%) have great importance for most students, It is especially aimed that the comfort is primary for daily
conditions and usage for this group in the new era, it isn’t the brand (38%). Besides these factors, durability
(74,7%), being suitable for dressing (%73) and being in the desired shape and color (63,7%) are also playing role on
purchasing.
With more than 27 factors affect to the choice of shoes made by the Harmankaya et al., (2013), the result
aims that the high popularity (41.3%) was emerged as an important factor for the college students when the factors
affecting the selection of shoes were examined. In addition to this, non-sweating (39.7%), colorfast and stainless
(31%) products have great importance. It is also seen that, the products which are good in price (39.7%) and the
products in price promotion are partially preferred.
3

4. 83% 81.7%
74.70% 73%
30% 26%
38%
Main Factors on Preferring Shoes
Main Factors on Preferring Shoes
Source: Harmankaya et al., 2013
27%
12%
4% 4% 3%
50%
Express
yourself
Follow
the new
trend
Follow
the artist
Different
from the
others
Follow
the
famous
brands
The
trend or
the
personal
style
The Wearing style
Source: Viettrack, 2011 4

5. Insight – How to get?
According to Viettrack from FTA Research & Consultant about the habit and behavior of the young
customer in the age of 20-29 with the 600 respondents in HCM Ha Noi, Da Nang, Can Tho City in 2011. The great
point for this research is to find out the customer behavior through the wearing style. Although the research is just
to discover the trend of selecting the wearing style of customer which isn’t included the footwear (not mention),
this research could be the great reference for the Biti’s to find out the insight of consumer (Slide 4).
By the result of Viettrack from FTA Research & Consultant, 2011, there are the differences between the
customers from the various cities in Vietnam in the wearing product selection:
• Ho Chi Minh City: Prefer the unique in their style and the decision maker for their fashion style.
They are the independent and hope-to-be- impressive people by their style.
• Ha Noi: Prefer the well-known brand, high quality products. They are the hope-to-be-
impressive people by their own fashion style.
• Da Nang: Prefer the affordable products and famous brands. They are the realistic people and
head to the fulfilled life.
• Can Tho: Prefer the famous brand, new fashionable products, they can pay more for the unique
feature of products. They are inspired by their favorite artists, the price is the considerable
feature for them.
5

6. Insight – What?
I want to be unique , impressive, confident with my personal
style and the pair of sneakers is just a part of it.
6
According to various posts from Luxury Daily, The Asian people purchase the branded
product is to express themselves and give them a high level in the others’ mind among the
high quality. According to “The Wearing Style” database (Slide 4), the wearing style of the
people in the age of 20-30 is the new trend or just the personal style. To express yourself,
your personal style is very important.
For the sneaker industry in Vietnam, top of the most favorite brands of sneaker in Vietnam
is from the international brands like Nike, Adidas,… (Fandy, 2016). The Vietnamese brand of
sneaker isn’t so much popular. People in the age of 18-30 in Vietnam , with the unstable
income, purchasing the branded products is luxurious while price and quality is the great
factor for them to consider to head to express their own level.

7. BE your style
1. The short videos about the guys who are unconfident because of the bad style
just which isn’t his/her correct personal style. After several times trying, he/she
returns to his/her suitable personal style with the Biti’s Hunter X which can make
his/her much more confident.
Objective: Express that Biti’s Hunter X can be a part of any personal style by its
fashion features.
2. The short videos about the guy who are tidying up his/her house and finds out
the old Biti’s Hunter X. After cleaning, the old Biti’s Hunter X looks better and still
maintains the high quality. That guy decides to wear them again after years.
Objective: Express that Biti’s Hunter X has been and will be always a part of
your style by its high quality.
3. The short video about the guy who is wondering in the mall and looking for
the best sneakers to suit with his outfit. He is very considerable because of the
price ( higher than 1,500,000 VND). When he sadly sit in the park with his friend,
his friend gives him a try with Biti’s Hunter X and says “You look good with this.”
Objective: No need the expensive brand of sneaker, Biti’s Hunter X can be the
best part of your style
Communication
Big Idea
7
Innovating from the slogan of Biti’s
(Nâng niu bàn chân Việt) as the
brand Big IDEA, Communication Big
Idea for Biti’s Hunter X isn’t the
message about how high quality,
fashionable the product is but it also
the inspiration for the audience,
encourage them to follow their own
style and be themselves. The
message educates the customers
that the style needn’t to be
expensive, it must suit to their style
and make them confident.
The advertising Big Idea can be used
as the main concept in the future
with the different new releases of
Biti’s.

8. You are so GREAT
The competition: “You are so GREAT” – ask the Facebook users share their
favorite style by their images. Top 10 participants having the highest vote will
receive Biti’s Hunter X as the one of the awards.
2. The “ You are so GREAT” exhibition will be held after the competition finishes.
The exhibition will show mannequins with the style of top 10 and more while
wearing the Biti’s Hunter X. At the exhibition, the audience can take a try with
Biti’s Hunter X and purchase.
Communication
Big Idea
8
The competition is to encourage the
Advertising Big Idea and the
audience to “Be your Style”. The
participant will share the post from
Biti’s (Hunter X) fanpage to get the
vote. This strategy head to the
brand awareness.
The exhibition will show the
participant and the other audience
how great their style is with the
fashion features of Biti’s Hunter X.
The exhibition can effect to the
customer behavior to take a try and
purchase Biti’s Hunter X.
This campaign will last for 1 month
from Aug 8th, 2017

9. 9
N
o
Work Channel Objective Timeline
Support/
Method
Budget Note
1
Making video of
“BE your Style”
x3
YouTube
Facebook
Instruction of Biti’s
Hunter X and take the
attention of target
audience about the
competition
From Aug
8th,
Uploading 1
video/week
Facebook
ads
Content
Marketing
80,000,000
VND
There will be
the cost for
the detailed
plan. For this
overview
one, the
budget is
relative.
2
“You are so
GREAT”
competition
Facebook Launching the
competition
From Aug
10th
Facebook
ads
Content
Marketing
100,000,000
VND
3
Promoting for
the competition
Facebook
Online newspaper (
Kenh14, YAN)
Launching the
competition and
encourage to join.
From Aug
10th
To Aug 30th
Facebook
ads
Content
Marketing
4
Event Holding in
Ha Noi and HCM
Offline Holding the exhibition for
Biti’s Hunter X and sell
products
Sep 8th -
Sep 11th
300,000,000
VND
5
Promoting for
the event
Online newspaper (
Kenh14, YAN)
Attract the audience Sep 8th -
Sep 11th
Content
Marketing

10. 10
Reference:
• fandy. (2016). “Top of the most favorite brand of sneaker in Vietnam”.
https://fandy.vn/nhung-thuong-hieu-giay-the-thao-noi-tieng/
• Harmankaya, H., Guzel, S., & Filiz, A. Y. (2013), “Factors Affecting University Students in Shoes
Selection: Turkey Example,” Mediterranean Journal of Social Sciences, 4(10), 394.
https://drive.google.com/open?id=0B4m0hfK5veiQREdIZnNRc1J0SGM
• Viettrack (2011).“Understand consumer behavior and lifestyle of young consumers, aged 20 - 29 ″
https://drive.google.com/open?id=0B4m0hfK5veiQTXBOTzJNLXVvaU0
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Your Reading