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BITIS 4P ANALYSIS
2,522
Introduction
History
Merged into Binh Tien Rubber Cooperative and began exporting products
Officially changed its name to BINH TIEN IMEX CORP., PTE., LTD (BITI'S)
1982
1986
1990
1992
Established 2 production units (Binh Tien and Van Thanh) with 20 workers
Purchased EVA technology from Taiwan to produce foam rubber sandals
SEO
Company
''
Biti’s Company focuses on improve the quality, to better meet the expanding and diversified requirements of customers, similarly as the meaning of identity of Biti's brand:
"Prestige - Quality" - creating long-term belief for all clients.
Mr. Vuu Khai Thanh (Chairman of the Board)
TARGET MARKET
TARGET MARKET
People love to wear Vietnam’s shoes with suitable price, who live in 6 big cities: HCM, Hà Nội, Đà Nẵng, Cần Thơ, Hải Phòng, Nha Trang
17 to 30 years old
Students, workers
Trendy, style breaks
Attractive by new designs, express themselves
Male and female Single or married
Active, sporty, fashionable Usually move around or like travelling
Low-middle income
Most for middle class
4PS ANALYSIS
4PS ANALYSIS
Product strategies
Product strategies
Core customer value
Three Levels of Product
- Comfort and safety
- Authenticity
- Trendy
- Sustainability
Actual product
- Well-known brand name
- Modern upper design, attractive colors to keep up with the fads
Augmented product
- Offer light-weight, flexibility and durable
- 3 months guarantee
- Return and change product within 7 days
- Using appealing and stylish packaging to impress customers
- Air Mesh net & Phylon, Liteknit technology
Three levels of product
- Lower quality compared to Nike and Adidas
- Delivering comfort and flexibility for customers
- Creating new products following the current trend
Variety of choices
Branding
Line extension
Brand extension
Pros & Cons
- Offer a variety of shoes and related products.
- Products introduced more quickly with less marketing cost.
Line extensions may end up cannibalizing sales from the
existing products
Pricing strategies
PRICE ADJUSTMENT STRATEGIES
NEW PRODUCT-PRICING STRATEGIES
COMPETITION PRICING STRATEGIES
Pricing strategies
>
PRICING STRATEGIES
NEW PRODUCT-PRICING STRATEGIES
MARKET SKIMMING PRICING
12/2015
Price: 650.000VND
Current
Price: 585.000VND
BITI'S HUNTER ORIGINAL
>
PRICING STRATEGIES
COMPETITION PRICING STRATEGIES
NIKE AIR MAX 2016
BITI'S HUNTER ORIGINAL
PRICE: 650.000VND
PRICE: $141.97 ≈ 3.200.000VND
TECHNOLOGY:
- Full-length Air
TECHNOLOGY:
- 6 zones cushioning
- Likeknit
COLORS:
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
PSYCHOLOGICAL PRICING
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
DISCOUNT AND ALLOWANCE PRICING
Encourage customers to buy more
Offering discount with requirements
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
PROMOTIONAL PRICING
- Bitis understands customers’ insights.
- Please customers satisfaction through discounting on special occasions
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
PRICE WAR
PRICE-PRONE
CHALLENGES
Placing strategies
Placing strategies
OffLINE
ONLINE
68 Marketing Stores
06 Branch Centers
OFFLINE
1500 Intermediaries
SUPERMARKETS - SHOPPING MALLS
OFFICAL WEBSITE
OnLINE
ONLINE
e-commerce Websites
DISadvantages
advantages
- Difficulties in managing the distribution channels: store's decoration, product's display, and commodity structure ́
- Lowering Biti's brand image and products' value
- Wide coverange of the distribution system thourghout the country
- Customers can easily access to Biti's Hunter products
- Cost-saving strategy
Promotion strategies
Promotion strategies
How Biti's applies AIDI ?
How the strategy works?
Awareness
175.177.782
65.010.441
Make Vietnamese youth be aware of and talk about Biti's Hunter
Interest
stimulate interests from customers by KOL channels
desire
PR articles aim implicitly at patriotism
PR articles aim directly at the product
Action
Biti's applies gift & discount vouchers on
e-commerce websites
Challenges
successes
- Develop more unique products.
- Update the lastest trend to improve the diversity of design and colours.
- Biti's has made a spectacular comeback.
- Great number of interactions
- Enhance the preference for domestic products
4PS ANALYSIS
4PS ANALYSIS
Product strategies
Product strategies
Core customer value
Three Levels of Product
- Comfort and safety
- Authenticity
- Trendy
- Sustainability
Actual product
- Well-known brand name
- Modern upper design, attractive colors to keep up with the fads
Augmented product
- Offer light-weight, flexibility and durable
- 3 months guarantee
- Return and change product within 7 days
- Using appealing and stylish packaging to impress customers
- Air Mesh net & Phylon, Liteknit technology
Three levels of product
- Lower quality compared to Nike and Adidas
- Delivering comfort and flexibility for customers
- Creating new products following the current trend
Variety of choices
Branding
Line extension
Brand extension
Pros & Cons
- Offer a variety of shoes and related products.
- Products introduced more quickly with less marketing cost.
Line extensions may end up cannibalizing sales from the
existing products
Pricing strategies
PRICE ADJUSTMENT STRATEGIES
NEW PRODUCT-PRICING STRATEGIES
COMPETITION PRICING STRATEGIES
Pricing strategies
>
PRICING STRATEGIES
NEW PRODUCT-PRICING STRATEGIES
MARKET SKIMMING PRICING
12/2015
Price: 650.000VND
Current
Price: 585.000VND
BITI'S HUNTER ORIGINAL
>
PRICING STRATEGIES
COMPETITION PRICING STRATEGIES
NIKE AIR MAX 2016
BITI'S HUNTER ORIGINAL
PRICE: 650.000VND
PRICE: $141.97 ≈ 3.200.000VND
TECHNOLOGY:
- Full-length Air
TECHNOLOGY:
- 6 zones cushioning
- Likeknit
COLORS:
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
PSYCHOLOGICAL PRICING
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
DISCOUNT AND ALLOWANCE PRICING
Encourage customers to buy more
Offering discount with requirements
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
PROMOTIONAL PRICING
- Bitis understands customers’ insights.
- Please customers satisfaction through discounting on special occasions
>
PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
PRICE WAR
PRICE-PRONE
CHALLENGES
Placing strategies
Placing strategies
OffLINE
ONLINE
68 Marketing Stores
06 Branch Centers
OFFLINE
1500 Intermediaries
SUPERMARKETS - SHOPPING MALLS
OFFICAL WEBSITE
OnLINE
ONLINE
e-commerce Websites
DISadvantages
advantages
- Difficulties in managing the distribution channels: store's decoration, product's display, and commodity structure ́
- Lowering Biti's brand image and products' value
- Wide coverange of the distribution system thourghout the country
- Customers can easily access to Biti's Hunter products
- Cost-saving strategy
Promotion strategies
Promotion strategies
How Biti's applies AIDI ?
How the strategy works?
Awareness
175.177.782
65.010.441
Make Vietnamese youth be aware of and talk about Biti's Hunter
Interest
stimulate interests from customers by KOL channels
desire
PR articles aim implicitly at patriotism
PR articles aim directly at the product
Action
Biti's applies gift & discount vouchers on
e-commerce websites
Challenges
successes
- Develop more unique products.
- Update the lastest trend to improve the diversity of design and colours.
- Biti's has made a spectacular comeback.
- Great number of interactions
- Enhance the preference for domestic products
Objectives
OBJECTIVES
Short Warranty
6 months warranty
Solution : Extended warranties
- Provide shoppers financial protection and peace of mind
- Help improve customer retention and loyalty for retailers
improve customer loyalty and improve sales.
Misunderstanding vabout the segment target
Are biti's a male shoe store ?
The lack of a "female idol", which inadvertently shaped Hunter's product line for men, meanwhile Biti's Hunter is for both men and women.
Đoàn Đỗ Ngọc Thi - Marketing expert in Vietnam.
The product lines of Biti's Hunter
Male
Female
Solution : Biti's Hunter should have female representatives
- More consumers will know Biti's Hunter's female product linesline
- Attract more customers
Revenue and profits will increase
Few limitations about the product designs
Long-standing brand
Familiar with kids of the 1990s
Biti's are famous for making sandals
Many consumers think that Biti's Hunter does not bring them luxury and rich feeling
Solution : Need more celebrities promotion
- Many supports from celebrities can affect the choice of consumers
Attact the attention of customers