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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES
AND INFORMATION TECHNOLOGY
DEPARTMENT OF FOREIGN LANGUAGE
ꙮLecturer: Nguyễn Thịnh Khánh Nguyên
ꙮMembers:
Châu Trần Gia Tuệ.......................................................................19DH711891
Hồ Đỗ Bảo Vy..............................................................................19DH712899
Trần Hiếu Nghĩa...........................................................................19DH712764
Hà Mỹ Bảo Như ...........................................................................19DH713503
Hà Thúy Nhi.................................................................................19DH712406
Đặng Thị Thi Thi..........................................................................19DH711456
Nguyễn Văn Thảo Phương...........................................................19DH713131
Võ Nguyễn Hoài Thương.............................................................19DH712155
Nguyễn Hồng Tiên .......................................................................19DH711253

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GROUP NAME:
HUNTERS OF BITI'S
Date of finishing: 01/01/2022

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5. I. RESEARCHING:
COMPANY: BITI’S
Slogan: Go with Biti’s to Run with Hunter
1. Corporate Identity
About Biti’s:
Brand Name: Biti’s is abbreviated from the name Binh Tien Consumer Production
Company, a short name that is easy to read and remember, the pride of the
Vietnamese people. Biti’s is the business name and also the brand name.
Brand Slogan: “Nâng niu bàn chân Việt” - “Tender Care of your feet”
Biti’s timeless slogan "Nâng niu bàn chân Việt" has been ingrained in many
generations of Vietnamese people, a product that carries the pride of Vietnamese
people. This saying is famous in the country, but if Biti’s wants to expand further to
the world market, this slogan accidentally becomes inappropriate because it only
cares for the feet of the Vietnamese people. Surely in the future, Biti’s will have
changes to keep up with the pulse of the market.
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6. Brand Logo:
Since its inception, Biti’s has only been loyal to a single logo design. Although this
logo was designed a long time ago, it still has a modern style and is applied
appropriately until the present time. Biti’s logo is designed with strong lettering and
each letter is rounded. Biti’s logo uses two main colors which are blue and red. Blue
symbolizes the vast sky, the color of the immense ocean, as well as the company's
desire to bring products that are not only loved by domestic people but also trusted
by consumers around the world. Besides, blue also shows trust, financial
responsibility and assurance of the brand. The logo appears in a red circle that makes
a strong impression on the viewer. Red always makes a strong impression, attracting
everyone's attention. That red dot also represents the image of the sun always shining,
the two semicircles reaching the sails reaching far out to the sea longing to conquer
new lands.
Brand Identity:
A distribution system of Biti's products stretching from South to North with 07
Branch Centers, 156 Marketing Stores and more than 1,500 retail distribution
intermediaries, has created stable jobs for more than 9,000 employees at Biti's
Corporation and Dona Biti's Company with an annual output of over 20 million pairs,
a wide range of products with a variety of designs and models such as high-grade
sports shoes, fashionable women's shoes, leather western shoes. In addition, Biti's
is also trusted by international customers with famous brands such as Decathlon,
Clarks, Speedo, Skechers, Lotto, etc. to become a processing partner with many
large value orders.
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7. Brand Image:
Biti’s Hunter sneaker, launched in 2016, received little attention only to be
resurrected by marketing campaigns by Son Tung MTP and Soobin Hoang Son,
founded in 1982 by Vuu Khai Thanh and Lai Khiem and dominated the domestic
market with their sandals in the late '80s and '90s. But their comeback over the years
2017- 2018 in a competitive industry is a beacon for local footwear brands. Going
through more than 39 years of production and business activities with many ups and
downs and challenges, now, Biti's has grown and developed with the country,
becoming a prestigious, reliable and familiar brand with consumers. It is the pride
of Vietnamese people about a "National Brand" in the field of prestigious and quality
Footwear.
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8. 2. Background
ADDRESS
22 Ly Chieu Hoang, Ward 10, District 6, HCM City
Gap between Corporate Identity & Corporate Reputation
BREAKING FOR SUCCESS
With the concept of"Innovation for the mission of existence and development of the
company"; now, Biti's company is interested in developing a long-term and
sustainable investment strategy. The company believes that future investment fields
such as hotels, resorts, tourism, commercial centers ... with prestige and service
quality will be the leading principle for all business activities of enterprises Biti's
Industry.
VISION
Deciding to build a vision and affirm the image to develop Binh Tien HTD
Production Co., Ltd. into a strong and growing company not only in the country but
also around the world, increase competitiveness, strongly switch from outsourcing
to self-manufacturing, maintaining its leading position in Vietnam and actively
integrating with the world, becoming a large consumer goods manufacturing
company in Asia.
MISSION
Constantly improving, improving the quality of providing products that are true to
the meaning of Biti's brand identity "Prestige - quality". Binh Tien Production HTD
Co., Ltd. is committed to constantly improving, improving the quality of product
supply, meeting the increasingly high and diverse requirements of customers, just as
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9. the meaning of the identity. Biti's brand "Prestige - quality", building long-term trust
for all customers.
GOAL AND OBJECTIVES
Goal: Biti's has grown and developed with the country, becoming not only a
prestigious brand in the country but also a pioneer in exporting to the world market.
Biti's has marked its brand name in 40 countries around the world, including
demanding markets such as Italy, France, UK, USA, Russia, Japan, South America,
China, Mexico....
3. Corporate Reputation
What consumers discuss about Biti’s Hunter in Social Media and Press
Positive: Discussion about evaluating the products through Design (12%), variety
of beautiful colors (10%), nice and comfortable shoes (5%), affordable price (4%),
…Furthermore, some comments agree to buy Biti’s Hunter with the reason of
advocating to use Vietnamese goods.
Negative: Discussion about expressing to be dissatisfied with a difficult problem in
purchase channel (some versions just buy online). Besides, Biti’s Hunter also gets
some negative feedback about the product’s quality (3%), not compatible size (2%),
…
Neutral: Some question relating to purchase problem or some discussion to share
about price, size, or it is suitable for play sports, isn’t it?

10. BITI'S IS THE ONLY VIETNAMESE BRAND TO BE NOMINATED TO
THE FINAL OF THE PRESTIGE PR AWARDS ASIA 2018 PR AWARDS
ASIA
Biti's is the only representative of Vietnam to receive nominations at the final of the
prestigious PR Awards Asia 2018 with the media campaign of Dragon and Fairy and
BITI'S Hunter U23 Proud Edition #theREDsnow. This marks the continuous
progress and creativity of the Vietnamese brand in general and Biti's in particular in
the field of promotional communication.
Biti's is proud to be the only Vietnamese brand honored in the list of finalists at the
PR AWARDS ASIA 2018. PR AWARDS ASIA 2018 is an award created to honor
successful campaigns, companies and individuals in the media in Asia - Pacific. The
only representative from Vietnam is Biti's with the Dragon Con Tien project, and
#theREDsnow has excellently surpassed more than 200 other campaigns to enter the
nomination lists, occupying all 5 positions in 4 important categories at the award.
PR Awards Asia 2018.
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11. - The products are high quality and are
trusted by the public.
- BITI'S has a wide distribution system (68
marketing outlets and more than 1,500 retail
distribution intermediaries).
- BITI'S is one of the most famous brands
in Vietnam and is used trustfully by the
public BITI'S has a meaningful message
that customers easily remember.
- The company has workshops, laborers,
modern machinery and equipment that
ensure the quantity.
- BITI'S has highly skilled workers and
deep professional knowledge.
- Customers prefer Vietnamese goods.
- Success in the initial branding will be a
solid foundation for the subsequent
business plan.
EAKNESSES
- Raw materials and auxiliary industries are
underdeveloped.
- Sales and customer care are not focused.
- Few types, designs are not suitable for the
new trend.
- Economic depression.
- Competing with much good quality and
fashionable foreign brands.
- It is easy to lose market share when
concentrating too much on exports.
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PPORTUNITIES
TRENGTHS
HREATS

12. II. OBJECTIVES SETTING:
Based on the orientation to help the community for building a better nation, Biti’s
plans to carry out 3 campaigns and hope this plan to touch the hearts of 2 million
people by the end of August 2022.
CUSTOMERS/CONSUMERS:
In December 2021- January 2022, sale 40% for all customers (about 50.000 people).
Cooperating with Vinfast, Biti's once again grateful to customers who dial a lucky
code to receive Vinfast The on the electric motorbike when buying any Biti's Hunter
product from 2 or more products.
COMMUNITY
- Giving support on medical equipment and foods : give 2.000 boxes of face masks
and 10 tons of rice for 115 field hospitals and people in difficult circumstances or
without support on January 2022 for 10.000 people
( Estimated cost: 40.000.000 VND for face masks, 100.000.000 VND for rice)
- Supporting the most vulnerable community (children). Biti’s will organize a
campaign to help 8.000 poor children in remote areas ( DAK LAK, KON TUM,
LAO CAI) by giving 8.000 gifts including backpacks, Biti’s Hunter shoes, books
(570.000VND/ gift). The event with the participation of young volunteers and artists
will occur in June 2022. Moreover, we will propagate this event by posting videos
on Youtube to reach more people.
(Estimated cost: 4.560.000.000VND)
THE MEDIA
- Launching the movie Tet 2022 – Go back home (Leave to come home season 6).
This story of returning to Tet is told by director "Rom" Tran Thanh Huy, musician
and singer Phan Manh Quynh & the brand of Biti's Hunter. We will show on
Youtube of Biti’s, and not limit the audience. We expect that this movie will gain
more than 1.5M viewers on Youtube. Besides that, this program will be supported
by Tuoi Tre new, Thanh Nien new, VNexpress,… to attract more people.
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13. III. PLANNING:
1. Identify and Prioritize Target Stakeholder Groups
The important stakeholders in this campaign will be: consumers/customers,
the community, and the media
- Customer: Customers are the people to whom we wish to offer our best services.
The success of the products and services we offer will be reflected in customer
pleasure and loyalty. Biti’s has created a promotion cooperating with Vinfast in
2020-2021 to reach to Vinfast audiences to open up the target of Biti’s.
Promotion name: "HUNT BITI'S – WIN VINFAST” Promotional goods and
services.
- The community: 2021 is a difficult year for everyone due to the serious impact of
the world pandemic. Helping poor people was developed a long time ago and
associated with Biti’s’s CSR activities. In this plan, this message has a deeper
meaning, to raise the living standard of Vietnamese children in epidemic area.
Together with government, Biti’s joins hand to help the nation get through this
difficulty for a better Vietnam.
- The media: The press, particularly online newspapers, is a communication tool to
advertise the message that we want to convey our changes and new products to
customers. As a result, one of the objects with which we hope to establish a long-
term connection is the press.
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14. 2. Themed Message(s)
Un-getting-tired Feet
From a small production base started in 1982 and became a cooperative named Binh
Tien specializing in the production of Rubber sandals in District 6 with a few dozen
workers and above all a heart for the economic development of the country. With
dedicated owners, Biti's has experienced the period of the subsidized economy with
many difficulties. However, more than 33 years have passed, like a "tireless
footstep", Binh Tien Consumer Goods Production Co., Ltd (Biti's) has gradually
built for itself a production and export strategy of the times, creating a Biti's
Footwear brand associated with consumer needs and tastes. Currently, Biti's
company has become a strong unit, demonstrating a breakthrough in the field of
footwear production and business; has enough human, material and financial
resources to develop the profession and bring about higher results.
3. Develop Message Styles
The message "touching" young people: When you are ready to give, BITI'S
Hunter will join you in contributing
The battle with the pandemic is still ongoing, people in Ho Chi Minh City and
southern provinces are both spreading positive things and looking forward to a day
when the city "frees from illness" and returns to a normal new state. More than ever,
joining hands to support and share difficulties together, even with the simplest
actions, becomes more meaningful and also a noble gesture between people.
All orders of "Hunt Sale or Hunt Care" users from Biti's on Shopee are deducted 5%
of the value and pooled in Biti's fund. Biti's Hunter also contributes 5% respectively,
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15. doubling the value of "care" and collaborating with the Central Committee of the Ho
Chi Minh Communist Youth Union to convert it into "loving welfare bags". These
gift bags will be given to disadvantaged people in HCMC.
Turn sale hunting into care hunting - Biti's initiates the welfare bag program
with every order
Last September's sale, Biti's Hunter launched the campaign "Hunting sale or
Hunting care" in conjunction with Shopee platform, encouraging young people to
join hands towards the community during the sale season. Accordingly, for each
successful order, Biti's Hunter brand deducts a portion of the value, doubles the
contribution and converts it into Security Bags. These gifts were given by the Central
Committee of the Ho Chi Minh Communist Youth Union to people who are facing
difficulties due to the epidemic, under the program "Million Bags of An Sinh".

16. 4. Develop a Media Strategy
Biti’s Brand identity strategy includes many various activities on both online and
offline channel such as Giveaway (a kind of popular method on Facebook and
Instagram) combining with other partnerships for launching some activities like
Hunter Online, Uber Move or University Tour, …
Uber Move: a strategy combining between Biti’s and Uber which customers have
opportunity to get a couple of Biti’s Hunter when using Uber service.
Giveaway: Instagram gradually becomes an important channel for advertising with
many different brands in the market and Biti’s promptly takes advantage of this for
expanding marketing strategy. Giveaway is using a kind of interesting method as
screenshot animation by capturing some favorite couples of Biti’s Hunter which
attract the interest of young generation.
Experience virtual-reality for Hunter & University Tour: Experiencing Virtual-
Reality Program was organized at many Mall & University with a special gift as
Limited Black Biti’s Hunter which got a lot of positive feedback for young
generation with hoping to share valuable information together.
Stay open to the wide range of media options available: meeting with stakeholders
or free publicity Biti’s Hunter on Youtube, Facebook, Instagram…
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17. IV. EXECUTION
The purpose of corporate communication: To become a major consumer goods
manufacturing company in Asia.
Audience: Vietnamese and Asian
Message: Go with Biti’s to Run with Hunter
Media
tools
Communication
Expected
outcomes
Time
and
place
Slogan
CUSTOMERS Facebook,
Instagram
and
Teenagers
&
VNExpress
Newspaper
Sale off 40% for all
customers.
Cooperating with
Vinfast, Biti's once
again grateful to
customers who dial a
lucky code to receive
Vinfast The on the
electric motorbike
when buying any
Biti's Hunter product
from 2 or more
products.
About
50.000
customers
will have
new shoes
to prepare
for the
Tet
holiday.
23/12/
2021-
30/01/
2022
All
stores
of
Biti’s
Accompan
ying with
Biti's
COMMUNITY Recording
videos on
Social event:
- Giving support on
115 field
hospitals
15/1/20
22
Biti's - Join
hands for
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18. Youtube medical equipment
and foods :
+ Give 1.000 boxes
of face masks and 5
tons of rice for 115
Field Hospitals.
+ Give 1.000 boxes
of face masks, 5 tons
of rice for people in
difficult
circumstances and
without support.
and
10.000
people in
difficult
circumsta
nces will
receive
support
from ours.
115
Field
Hospita
l
District
1,4,6,7,
8, and
Nha Be
District
,..
the
community
to repel
COVID-19
epidemic
- Supporting the most
vulnerable
community
(children). Biti’s will
organize a campaign
to help 8.000 poor
children in remote
areas ( DAK LAK,
KON TUM, LAO
CAI) by giving 8.000
gifts including
backpacks, Biti’s
Hunter shoes, books .
10.000
poor
children
will have
enough
school
things to
prepare
for the
new
school
year.
6/06/
2022-
31/06/
2022
Biti's -
always love
Vietnamese
children
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19. MEDIA Fan pages,
Instagram.
Youtube,
News,
Kenh14
Launching the movie
Tet 2022 – Go back
home (Leave to come
home season 6). This
story of returning to
Tet is told by director
"Rom" Tran Thanh
Huy, musician and
singer Phan Manh
Quynh & the brand of
Biti's Hunter.
Attracting
more than
1,5 million
views of
customers
and buying
everyday
from
Youtube,
Facebook,I
nstagram,
and
website.
8:00 PM
17/12/
2021
Youtube
: BITI’S
Just let's
go home
with Biti’s
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20. V. TOOLS OF MEASUREMENT &
EVALUATION
TOOLS
- Surveys/ online survey: To measure and evaluate the results of the success of our
events, we use the following tools: Online survey: We will conduct an online survey
for those who join in our 1st
& 3rd
event.The form will be posted on Bitis' Facebook
page and widely distributed to about 20% of customers. After three days, the survey
form will be closed and the customer satisfaction check will be performed.
Questionnaire:
1. Did you attend our events?
2. Did you know which company organize it?
3. Did you see our message? If yes, can you recall it?
4. Did you find it impressive? Can you give us some explanations for your answer?
5. How did feel about the event in general?
6. Do you have any other comments about this? If yes, what are they?
7. If we organize such events again, will you join in?
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21. Advantages Disadvantages
- Using an online survey form is
simple, inexpensive, and quick.
- There is no charge.
- A large number of customers
participate in the survey.
- Control and statistic the level of
customer satisfaction with ease.
- Survey participants may miss out on
important information or have
difficulty completing the survey.
- The survey process takes time.
- Inability to fully observe the
customer's feelings and emotions
toward products and events.
- Observation: During organizing the 2nd
event, we will observe if we can attract
enough participants as our expectations. We can measure how much they feel
satisfied with our event through their facial expressions, body movements and
conversations with others (about 30% of people).
This kind of measurement can be conducted easily and economically because we
just require some employees to stay beside and take a closer look on them. However,
we can’t get enough feedback this way.
EVALUATION
Based on the results from the surveys, if more than 70% of the comments are positive
from everyone, we will evaluate the effectiveness of the communication. Besides
that, the increasing interactions on social networks Facebook, Instagram, … after
communication plan also show the success of this plan.
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22. VI. RISK MANAGEMENT
CUSTOMERS/CONSUMERS: HUNT BITI’S – WIN VIN FAST
Risks:
- Customers complain that the winner who is a staff of the company.
- Unable to contact the customer to receive the reward.
Solution:
- Double-check and disqualify the winner if it's a company employee because this
is the campaign for customers.
- Try to contact 3 times and if there is no response we will switch to another lucky
code.
COMMUNITY : Biti’s - always love Vietnam children and Join hands for the
community to repel COVID-19 epidemic
Risks:
- Lack of gifts and medical equipment.
- Due to the outbreak of Covid 19, the campaign could not be oraganized . Thereby
affecting the reputation and image of company.
- Rain and storm are things that the company cannot predict. In remote areas, bad
weather may be difficult to come or return home.
Solution:
- Always check ( number and quality of products) and have a backup plan.
- Be prepared (masks, hand sanitizers,..) and test PCR for each person in team.
- Ensure that everyone is safe by checking a backup place that can be covered in
the event when bad weather comes.
MEDIA: Launching the movie Tet 2022 - Go Back Home:
Risks:
- The press gives unclear messages and make it difficult to attract customers.
- Live stream on Youtube: unclear image and internet connection is not stable.
Solution:
- Confirm the information with the press and request them to correct all
infomation.
- Interact or live chats to answer questions for the audience.
- Prepare network technicians and regular check to ensure network connection .
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23. VII. BUDGET:
Content Quantity
Initial price
(VND/ Unit)
Total
(VND)
Gift for 115 Field
Hospitals
1.000 boxes of
face masks
5 tons of rice
20.000/ box
10.000/ kg of rice
70.000.000
COVID 19 - Gift
for people in
difficult
circumstances
1.000 boxes of
face masks
5 tons of rice
20.000/ box
10.000/ kg of rice
70.000.000
Help 8.000 poor
children in remote
areas ( DAK
LAK, KON TUM,
LAO CAI)
8.000 gifts
including
backpacks, Biti’s
Hunter shoes,
books
570.000/ gift 4.560.000.000
The movie Tet 2022 – Go back home (Leave to come home season 6)
Content Quantity Date Initial price Total
MV
Recording
Service
Recording audio 2 1.300.000 VND
60.300.000
VND
Production team /
Filming
equipment
9 people
/1 combo
55.000.000
VND
Makeup 2 people 5
2.000.000
VND/ a person
Artist
Tran Thanh Huy
(Director)
52.000.000
VND
145.600.000
VND
Pham Manh
Quynh
87.000.000
VND
Actors 3 people 5
300.000 VND/ a
person / day
Extras 7 people 1
150.000 VND/ a
person / day
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24. Costs
Incurred
10.000.000
VND
10.000.000
VND
TOTAL COST FOR COMMUNICATION PLAN
Gift for 115 Field Hospitals 70.000.000 VND
COVID 19 - Gift for people in difficult
circumstances
70.000.000 VND
Help 8.000 poor children in remote
areas ( DAK LAK, KON TUM, LAO
CAI)
4.560.000.000 VND
The movie Tet 2022 – Go back home
(Leave to come home season 6)
215.900.000 VND
Total 4.915.900.000 VND
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