Marketing strategy for Biti's Hunter X Made by Luong Thi Nguyet Hang

1. Luong Thi Nguyet Hang

2. Outline
 Introduction
 SWOT analysis
 Marketing goals
 Marketing strategy
 Estimated costs

3. INTRODUCTION
 1. Product background:
Biti’s Hunter X
(Source: http://kenh14.vn/bitis-hunter-x-at-chu-bai-vuot-troi-
20170809035439324.chn )
Cage TPU & Upper 6 zones cushioningPhylon sole

4. INTRODUCTION
 2. Target customer:
- Age group: 18- 30 years old
- Income: AB+ (focus on Upper mainstream group)
- Scope: HCMC, Hanoi, Da Nang, Can Tho, Hai
Phong, Nha Trang.

5. SWOT Analysis
Strengths
- Customer loyalty
- The success of
Biti's Hunter
- Production quality:
features& design of
Biti’s Hunter X
- Competitive price
Weaknesses
- New brand
- Low customer
retention
- Production quality
Opportunities
- Technological
advances
- New target social
class/ customer
taste
- Expand to new
markets
Threats
- Competitors: Nike,
adidas, Converse,…
- New markets/ New
distribution channels
- Technological
advances

6. MARKETING GOALS
 In 1 month (08/08/2017- 08/09/2017)
1. The number of products will be sold: 20,000
2. Attract middle-income target customers &
persuade Biti's Hunter's existing customer
to use this premium line
3. Create & build brand awareness about Biti's
Hunter X: quality improvement & excellence
and more fashionable

7. MARKETING STRATEGY
 1. Customer insight:
- Direction: Identify target customer and marketing
goals
- Data collection method:
 Quantitative: observation and survey (at least 100
responses)
 Qualitative: interview (at least 5 people)
- Analysis:
Analyze the data to find the customer insight

8. MARKETING STRATEGY
 1. Customer insight:
 “Tôi thích giày thể thao có thiết kế thời trang vì nó
phù hợp, thuận tiện và thoải mái trong mọi hoạt
động.”
- Results:
 Target customers are young people who use
shoes, sneakers very often, focus on features and
design of product. Besides, they are always
looking for new things, opportunities to challenge
themselves

9. MARKETING STRATEGY
 2. Big idea:
Biti’s Hunter X- Cùng bạn vượt qua mọi giới hạn
- Key point: #StepOut
1st step to find something new is STEP OUT of
your comfort zone.
Biti’s Hunter X is a high quality product, desire to
develop into the world should be very suitable for
the Step Out concept

10. MARKETING STRATEGY
 3. Implementation:
- Marketing channels: online and offline
 Online: TVC, Facebook, Google adwords, Youtube,
Instagram
 Offline: Product testing, Campaign Step Out, Tour
concert, exihibition
- Activities: giveaway, minigame, discount 10%,…
- Crowd sourcing: Kỳ thực tập trong mơ
- The promotion mix strategy: we will use combination of
pull and push strategy
- Concept: Step Out
 Mọi thứ vẫn luôn là ẩn số, cho đến khi bạn dám bước
ra tìm hiểu nó

11. ESTIMATED COSTS
 I will define budget by Objective-and-
task method
Type Expense
TVC 200,000,000
Facebook ads+ Google adwords 100,000,000
Offline activities 150,000,000
Redundancy costs 50,000,000
Total 500,000,000