My name is Anh Dang and this is my brief marketing plan for Bitis Hunter X, Pleasure to receive the good comment or feedbacks below Anh Dang

1. BITIS
HUNTER
X
Marketing plan in Aug 2017Marketing plan in Aug 2017
Dang Truong Thuy AnhDang Truong Thuy Anh 1

2. CONSUMER BEHAVIOUR
 Qualitative Research
 Number of respondents: 10 (06 Males and 04 Females)
 Aged: 19-21
 Job: Students
 Findings:
- Comfort is essential when purchasing new sport shoes
- Price is a key factor that influences the buying decision process
- Young generation preferred shopping instore than shopping online
- Few of them were brand- loyal and sort of them were affliated
2

3. SWOT ANALYSIS
STRENGS
-Long term brand name
-Affordable prices
-Good marketing campaign in
recent times: Bitis Huner
WEAKNESS
-New product –
low brand awarenes
-Low product quality
OPPORTUNITIES
-Generation X: Customer
perception of Bitis Brand Name:
durable
-Millenials: affected and
attracted by Son Tung Singer
THREATS
-Strongly competitive market:
Adidas, Nike, Puma, etc.
-Customer perception of
Vietnamese brands: not
compared with other foreign
brands
3

4. CUSTOMER INSIGHT
For AB+: those who love sport or outdoor activities,
love running and busy during weekdays, only free
on Weekends
For Youngster: those who own middle or low
income, fashion style, love running
4

5. MARKETING OBJECTIVES
Time: Within one month (08/08/2017- 08/09/2017)
Objectives:
- Reach the quantity of 20,000 Shoes within 1 month
- Attract the AB+ and persuade the current customers to buy Bitis
Hunter X
- Increase brand awareness for Bitis Hunter X and emphasise the
image of ‘’superior quality’’ and ‘’ more fashionable’’ for Bitis
Hunter X
Tools:
-Digital marketing
-Event
5

6. MARKETING STRATEGY
A. DIGITAL MARKETING
A.I.S.A.S Model. This stage is Awareness. The aim of this stage is
attract the potential customers.
Conversion rate: 1% (100 visits accumulates 01 order)
No Tool Aim
1 Viral Clip -About the event: ‘’Bitis HunterX- Đường chạy sắc
màu 2017’’
-KOL: Phan Anh (target for AB+ rather than Son
Tung)
- Content: Phan Anh Wearing Bitis Hunter X and
introduce the event and the product
-Hashtag and seeding in working office fancebook
groups
2 Facebook
ads
- 5 ads before the events
- Target audience: Generation X, Hochiminh City
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7. MARKETING STRATEGY
A. DIGITAL MARKETING (CONTINUE)
3 Content
Marketing
- About the event (time, place, benefits, price,
KOL,etc.)
- About The product (promotion, price, product –
quality, design)
4 Affiliate
Marketing
-Search other website and give a commission for
them for order (Suggested 5%)
5 Website -Upload the product information on website
- Pop up website for the new product
6 SEO - Keywords:
For example: giày sneaker cho nam giá 1 triệu
Giày sneaker cho nữ giá 1 triệu
7 GDN&
Youtube
ads
- Youtube ads: promote about viral clips to target
more audiences
7

8. MARKETING STRATEGY
B. EVENT
Time: 09/09/2017
Place: District 7, Hochiminh City
Pre-launching event:
-Offline: Booth at office building ( Etown 1 &2, Sunhwa- Nguyen Hue
Street, TimeSquare) and target AB+, collect their database and invite
for the event
- Online: Email marketing, SMS marketing for reminder the event,
Facebook ads
Launching event:
-Name: ‘’Đường chạy sắc màu 2017’’
-Partner: Cleaning sneaker
-Benefits:
•For the 20 early birds, you can run on this runway of 1 km
•If you go with couple, you can a bag costing 500,000 VND. It will be
applied for next 30 early birds
•Voucher of cleaning sneaker (50%)
8

9. MARKETING BUDGET
9
Tool Budget (VND) KPI
1. Digital
1.1. Viral clip 15*3=45 Million
(3 Viral clips production)
Likes increase 5000-6000
likes for 01 month
1.2. Facebook ads 1*5=05 Million Reach at least
30,000/post
1.3. Content 0
1.4. Affiliate Mkt Apprx= 45 million Use other website to
increase orders
1.5. Web 0
1.6. SEO & Seeding 0
1.7. Email 0
1.8. Google display
network
50 Million
1.9. Youtube ads 50 Million
Sub-total 195 million

10. MARKETING BUDGET
10
Tools Budget (VND) KPI
2. Event
2.1. Pre-event: Booths at
office buildings
80 Million Reach 200 visits per day
3 buildings 1 day per building
2.1.1. Pre-event: PR
articles/ Banners
40 Million
(Vnexpress)
2 PR articles
Each article costs 20 mil VND
Target: white collar, tab:
kinhdoanh
2.2. Event
2.2.1. Drinks & beverage 10 Million Target 200 attendees
2.2.2. KOL 20 Million
2.2.3.Collaterials 5 Million
2.2.4. Rent 10 million
2.2.5. SMS 4 million
2.2.6. POSM 15 Milion

11. MARKETING BUDGET
11
Tools Budget (VND) KPI
2.2.6. Product gifts 10 * 800=8mil
2.2.7. Vouchers (early
birds)
20*500= 10 mil
2.2.8. Bags 30*500= 15 mil
Sub-total 413 mil
Additional expense (5%) 21 mil
TOTAL 434 Mil

12. Thank you
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