Strategy to promote Biti's group's products in Vietnam market

Abstract

This article dealves into diverse strategies that promote Biti's products in Vietnam market. Additionally, article has shown how diverse are strategies of Biti's and Bita's, the follower of Biti's in Vietnam's footwear market.

Full text

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Int. j. adv. multidisc. res. stud. 2025; 5(1):1067-1076
Strategy to promote Biti’s group’s products in Vietnam market
1 Ebuka Emmanuel Aniebonam, 2 Kenneth Chukwuba, 3 Nomfundo Zama Khoza
1, 2, 3 Southwest Minnesota State University, USA
Corresponding Author: Ebuka Emmanuel Aniebonam
Abstract
This article dealves into diverse strategies that promote
Biti’s products in Vietnam market. Additionally, article has
shown how diverse are strategies of Biti’s and Bita’s, the
follower of Biti’s in Vietnam’s footwear market.
Keywords: Business Group, Vietnam Market, Biti’s
1. Introduction
1.1 History of formation and development:
Biti's Group, established in 1980, is a long-standing and prestigious Vietnamese footwear brand, affirming its leading position
in the domestic market and reaching out to the region. After more than 40 years of establishment and development, Biti's has
made a strong impression on the minds of Vietnamese consumers with high-quality products, diverse designs and reasonable
prices.
Leading position:
• Market share: Biti's holds a 25% market share in the Vietnamese footwear market, far surpassing competitors such as
Nike (10%), Adidas (8%),...
• Brand recognition: Biti's is a footwear brand loved and trusted by Vietnamese consumers, owning a widespread
distribution network with more than 600 stores nationwide.
• Brand reputation: Biti's has been honored to receive many prestigious awards such as "National Brand", "Top 10
Prestigious Brands in the Vietnamese Consumer Goods Industry", etc.
1.2 Reason for choosing topic:
Increasing demand for high quality footwear products:
• The demand for footwear is increasing due to the improvement of people's living standards and the focus on health
awareness.
• Demand for high quality footwear products, meeting diverse usage needs (school, work, sports, entertainment,...)
• Demand for products imbued with Vietnamese cultural identity, expressing national pride.
Potential Vietnamese footwear market:
• Young, dynamic population, willing to spend on quality products.
• High market growth rate, expected to reach 10%/year in the next 5 years.
• The need for online shopping is increasingly popular, opening up many opportunities for footwear brands.
1.3 Purpose of choosing topic:
The purpose of this topic is to research and analyze the theoretical basis of branding, thereby proposing directions and
solutions to promote the Biti's brand to enhance brand awareness and reputation in the Vietnamese market.
2. Theoretical basis
2.1 Brand theory:
A brand is not just a company's name or logo, but also a set of values, impressions and expectations that consumers associate
with that company's products or services. For Biti's, a brand is not just a product of footwear but also a symbol of style, quality
and creativity.
Received: 29-12-2024
Accepted: 09-02-2025

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Branding elements:
Product quality: Biti's is famous for producing high quality
footwear, from raw materials to production process.
Creativity and style: Biti's constantly innovates in design to
meet market needs and consumer styles.
Commitment to customers: Biti's always puts customers at
the center, creating products and services that meet their
expectations.
2.2 Marketing theory:
4P Model:
1. Product
Product in 4P in marketing is the tangible product or service
that a business provides in the market. Some issues to
consider when developing a product strategy.
2. Price
The second P represents the cost of the product in the 4P
model in marketing. Based on the forces of supply and
demand, profit and cost, businesses can implement
appropriate pricing strategies.
3. Place
Another equally important step in the 4Ps is Place, which
can be understood as distribution. This factor provides
circulation, bringing products to consumers quickly. In
addition, the distribution intermediary policy also affects
business profits. Whether a product is consumed or not
depends largely on factors such as the manufacturer,
customers/consumers, and distribution intermediaries.
4. Promotion
The last P in the 4P model in marketing belongs to
commercial marketing, which plays an equally important
role compared to the Ps above. Promotion helps to promote
buying and selling faster and stronger, bringing position to
businesses in the market.
Commonly used marketing tools include:
Advertising: directly calls for certain actions such as
purchasing, registering, and downloading.
Promotion: stimulates consumers to buy and become
attached to the brand.
Personal selling/promotion: The distinguishing feature of
personal selling/promotion is the individuality of the
individual, through the creation of a direct relationship
between the sales representative and the customer.
PR: building a good image of the brand and product through
real stories, helping to connect the brand with customers.
Direct marketing: another way of marketing is to use direct
methods to approach customers, allowing them to respond
(give suggestions, reply to letters, place orders).
AIDA Model:
The AIDA model, which stands for Attention, Interest,
Desire, Action, is an important framework in the marketing
field. This model helps marketers better understand the
process of influencing customers' minds, motivating them to
make a purchase.
• Attention: This is the first stage where the goal is to
attract the customer's attention. The task is to create an
awareness of the product or service.
• Interest: Once you have attracted attention, you must
create interest and a deeper understanding of the
product or service. At this stage, you try to convince the
customer that your product or service is of value to
them.
• Desire: Once interest has been created, the goal is to
stimulate a desire to buy. You need to clearly
demonstrate the benefits and value of your product or
service to create desire.
• Action: Finally, you drive a purchase or other action
from your customers. You provide clear calls to action
to encourage them to buy your product or service.
SWOT Analysis:
SWOT Analysis is an important method in business
planning and management, helping organizations or
individuals to assess their overall situation by identifying
internal factors (Strengths and Weaknesses) and external
factors (Opportunities and Threats) affecting a particular
project, product, organization, or decision.
• Strengths: are the outstanding, separate, and unique
factors of a business compared to its competitors, such
as loyal customers, modern technology, famous brands,
unique products...
• Weaknesses: are factors that prevent a business from
operating optimally. These are the points that
businesses need to overcome and improve quickly to
maintain competitiveness in the market such as: higher
prices than competitors, small brand, not yet famous in
the market, defective products,...
• Opportunities: are external factors that have a
favorable and positive impact, giving businesses the
opportunity to develop and build competitive strategies
in the market. For example: Potential for brand
development or sales on social networks such as Tiktok,
increasing customer demand,...
• Threats: refers to current and future factors that have
the potential to negatively impact the business. Such as
increased raw materials, many and strong competitors,
constantly changing customer shopping trends, etc.
2.3 Trends of modern marketing
Digital Marketing is the use of digital channels to promote
products, services and brands to potential customers. Digital
channels include:
Search Engine: SEO (Search Engine Optimization) and
SEM (Search Engine Marketing)
Social Media: Facebook, Instagram, Youtube, Tiktok
Email Marketing: Send emails to promote products and
services
Online Advertising: Google Ads, Facebook Ads, Youtube
Ads
Content Marketing: Blogging, infographics, videos
Affiliate Marketing: Partnering with Influencers
Public Relations (PR): Increase brand awareness
The Role of Digital Marketing
Digital marketing plays an important role in helping
businesses:
Reach Potential Customers More Effectively: Target Your
Desired Audience Precisely
Increase Sales: Attract Leads and Convert Them into
Customers
Increase brand awareness: Introduce your brand to more
people and build credibility
Building Customer Relationships: Engage with Customers
and Increase Loyalty
Cost Savings: More effective than traditional marketing
Characteristics of Digital Marketing
Interactivity: Customers can interact directly with
businesses through digital channels
Measurability: Can track metrics and analyze campaign
performance

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Flexibility: Businesses can easily change their digital
marketing campaigns to suit market needs.
Global: Businesses can reach customers worldwide
Examples of Successful Digital Marketing Campaigns
Coca-Cola's "Share a Coke" campaign: Putting your name
on a Coca-Cola can. The campaign generated over 150
million social media shares and helped Coca-Cola increase
sales.
Customer experience:
Focus on personalization: Create unique experiences for
each customer based on their needs and preferences.
Increase engagement: Create multi-channel touchpoints for
customers to easily interact with businesses.
Satisfaction Guaranteed: Provide good customer service and
resolve customer complaints effectively.
Listen to feedback: Collect customer feedback to improve
products, services and customer experience.
Content Marketing is a form of marketing that focuses on
creating and sharing valuable, relevant, and consistent
content to attract and retain a target audience. The ultimate
goal is to drive beneficial actions for the business such as
increasing brand awareness, increasing leads, increasing
sales, etc.
Content in content marketing can include:
Blog post
Ebook
Video
Infographic
Image
E-mail
Webinar
Podcast
Popular content distribution channels:
Website
Social networks (Facebook, Instagram, Youtube, Tiktok, ...)
Email marketing
Online advertising (Google Ads, Facebook Ads, Youtube
Ads, ...)
Benefits of content marketing:
Increase brand awareness: Help potential customers know
and understand more about your brand.
Attract leads: Provide useful content to attract leads to your
website or blog.
Customer retention: Provide valuable content to retain
current customers and encourage them to return to make
purchases.
Increase Sales: Drive leads to action.
Increase ROI (Return on Investment): Bring high profits to
the business.
Steps to implement a content marketing campaign:
1. Define your goals: Clearly define the goals of your
content marketing campaign, such as increasing brand
awareness, attracting leads, increasing sales, etc.
2. Identify your target audience: Understand who your target
audience is, what content they are interested in, and what
channels they typically use to access information.
3. Content planning: Make a detailed plan of the content to
be created, including topic, type, publishing time,
distribution channels, etc.
4. Create high-quality content: Provide content that is
useful, engaging, and relevant to your target audience.
5. Content Distribution: Share content on relevant channels
to reach potential customers.
6. Track and measure effectiveness: Track data and analyze
campaign results to evaluate effectiveness and make
appropriate adjustments.
3. Problem status:
3.1 Vietnam footwear market
3.1.1 Consumer needs and tastes
The footwear market in Vietnam has grown significantly in
recent years, reflecting the changing needs and preferences
of consumers. Here are some key points about the needs and
preferences of consumers in this market:
Diversity of styles and materials: Vietnamese consumers are
increasingly interested in the style and materials of
footwear. They want a wide range of choices from
traditional to modern styles, from natural leather to new
synthetic materials.
Quality and Reasonable Price: Although consumers in
Vietnam are quite diverse in terms of income, most of them
still pay attention to product quality. They want to have
quality shoes at a price that fits their budget.
Reflecting personal style and taste: Shoes are not only a
necessary product but also an expression of the wearer's
personal style. Therefore, diversity in design and color is an
important factor.
Brand-conscious: Vietnamese consumers are becoming
increasingly brand-conscious. They trust reputable and
established brands, especially those that are well-known
domestically and internationally.
The growth of the online market: With the development of
the internet and e-commerce, consumers in Vietnam are
increasingly turning to online shopping. This creates a great
opportunity for footwear brands to reach and attract new
customers.
Fashion trends and influencer marketing: Consumers in
Vietnam are constantly updated with fashion trends through
social media and other sources of information. Therefore,
influencer marketing is becoming an important part of
promoting footwear products.
3.1.2 Size and growth rate:
The size and growth rate of the Vietnamese footwear market
have increased significantly in recent years.
Market size: The footwear market in Vietnam is one of the
largest markets in Southeast Asia. With a large population
and increasing consumer demand, this market has great
potential for growth.
Rapid growth: In recent years, the Vietnamese footwear
market has achieved impressive growth rates. Economic
development, improving people's income, and focus on
fashion and lifestyle are factors that have boosted the growth
of this market.
Diversity and competition: The footwear market in Vietnam
is very diverse with a wide range of products from sports
shoes, office shoes to indoor slippers and beach sandals.
Competition between domestic and international
manufacturers also creates a vibrant business environment.
Growth in e-commerce: E-commerce is growing strongly in
Vietnam, and the footwear market is no exception.
Consumers are increasingly shopping for footwear online,
creating new opportunities for businesses in the industry.
Quality and brand: Vietnamese consumers are becoming
more demanding in terms of product quality and especially
brand. Therefore, famous domestic and foreign footwear
brands are having a competitive advantage.
3.1.3 Market structure
a. Customer segmentation

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The Vietnamese footwear market has diverse customer
segments, from low to high income earners, from consumers
interested in basic footwear to consumers looking for
premium products and brands.
Low and middle income consumers: This is a large segment
of the market, mainly looking for affordable casual
footwear. For them, comfort and durability of the product
are often a priority over brand.
Middle and upper middle class consumers: This segment
often focuses on a combination of quality and value. They
may be willing to spend more money to buy shoes from
well-known brands or those of better quality.
Consumers who love brands and premium products: This is
a high-income segment that focuses on quality, brand and
style. They are often willing to spend money on footwear
products from reputable and valuable brands.
Young and Trendy Consumers: This segment is often
interested in expressing themselves through style and
fashion. They may choose to buy footwear based on the
latest trends, often seen through social media influencers.
Sports and Active Consumers: For this segment, footwear is
not just an accessory but also a tool to support daily sports
and active activities. They look for products that are
flexible, breathable and resistant to pressure during
movement.
Each of these customer segments has its own needs, desires
and perspectives, creating a diverse and competitive market
in the footwear industry in Vietnam.
b. Competitors
Biti's is one of the leading footwear brands in Vietnam,
however, the footwear market in Vietnam also has many
competitors. Below are some of Biti's main competitors in
the market:
Vans: Vans is a famous sports shoe brand, loved by young
people in Vietnam. This brand is famous for its canvas shoes
and sneakers.
Nike and Adidas: These two brands are two of the biggest
sports brands in the world. They offer a wide range of high-
quality and stylish footwear products, attracting the attention
of many consumers in Vietnam.
Converse: Converse is another famous shoe brand, known
for its high-top footwear products such as the Chuck Taylor
All-Star, which are very popular among consumers in
Vietnam.
Puma: Puma is also a competitor of Biti's in the sports and
fashion shoe market in Vietnam. This brand is famous for its
unique designs and the combination of sports and fashion.
New Balance: New Balance is a reputable sports shoe brand,
especially in the running shoe and fashion sports shoe
segment. New Balance products are also highly appreciated
by consumers in Vietnam for their quality and style.
For Biti's, competing with these rivals requires not only
product quality but also marketing strategy, product
diversity and customer service.
3.2 Biti's brand position
Biti's brand is one of the leading footwear brands in
Vietnam, recognized by the following factors:
Product Quality: Biti's is renowned for providing quality
footwear products, made from good materials and through a
caring manufacturing process.
Product diversity: Biti's offers a wide range of footwear
products from sneakers, slippers to loafers and beach
sandals. This helps the brand cover many different customer
segments and usage needs.
Affordable: Biti's often has products at affordable prices,
making the brand a popular choice for many customer
segments in Vietnam.
Familiar brand: Biti's has existed in the Vietnamese market
for a long time, and has become one of the familiar brands
to consumers. Stability and reputation have helped Biti's
build a community of loyal customers.
Diverse marketing strategies: Biti's often uses creative and
diverse marketing strategies such as collaborations with
celebrities, sports and cultural events to enhance brand
awareness and create connections with customers.
Market adaptability: Biti's has the ability to adapt to market
changes, adjusting products and business strategies to meet
consumer needs.
In short, Biti's is recognized for its product diversity,
quality, reasonable prices and stability in the market. These
are important factors that have helped Biti's build a strong
position in the footwear industry in Vietnam.
- Competitive advantage
Long-standing brand heritage:
Biti's is a Vietnamese shoe brand with a history of over 40
years, associated with the childhood of many generations of
Vietnamese people.
Famous for its durability, good quality and reasonable price,
Biti's has built the trust and love of a large number of
customers.
Understand the domestic market:
Biti's has an advantage in capturing the needs and tastes of
Vietnamese consumers.
The brand regularly launches products that suit Vietnamese
tastes and culture, meeting the diverse needs of customers.
Strong production and distribution capacity:
Biti's owns a modern factory system, advanced production
process, ensuring product quality.
The nationwide distribution system helps Biti's bring
products to customers easily.
Effective marketing strategy:
Biti's regularly deploys creative marketing campaigns,
attracting the attention of young people.
Keeping up with modern media trends, Biti's effectively
uses social media channels to reach potential customers.
Competitive price:
Biti's always maintains reasonable prices, suitable for the
income of the majority of Vietnamese consumers.
Competitive pricing strategy helps Biti's attract customers
and increase market share.
National pride:
In the context of the increasing trend of supporting high-
quality Vietnamese products, Biti's is considered a national
brand, representing national pride.
Product diversification:
Biti's constantly expands its product portfolio to meet the
diverse needs of customers.
From sports shoes, Biti's has developed into product lines
such as sandals, slippers, backpacks, handbags, etc.
Innovation:
Biti's always focuses on innovation and creativity in design,
applying new technology to production and improving
product quality.
Biti's collaborates with famous designers to create
impressive fashion collections.
Social responsibility:
Biti's actively participates in social activities, demonstrating
responsibility to the community.

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Biti's charity and environmental protection programs
contribute to enhancing brand image and building reputation
with customers.
Limitations and challenges
Ability to compete with international brands:
Biti's is facing fierce competition from international shoe
brands such as Nike, Adidas, Puma, etc.
These brands have advantages in terms of brand,
technology, financial resources and international market.
Research and development capacity:
Biti's needs to invest more heavily in research and
development to create breakthrough products to meet the
increasing needs of customers.
Limited R&D capacity makes it difficult for Biti's to
compete in terms of technology and creativity.
International market:
Biti's is in the process of penetrating the international
market, but still faces many difficulties such as:
Counterfeit goods:
Counterfeit goods are a burning issue affecting Biti's
reputation and revenue.
Biti's needs to strengthen measures against counterfeit and
fake goods to protect its brand and customer interests.
Online sales system:
Biti's needs to upgrade its online sales system to meet
customers' increasing online shopping needs.
Improve customer experience on websites and mobile apps.
Increasing customer demand:
Customer demands are increasing for quality, design,
features and convenience.
Biti's needs to continuously improve products and services
to meet the increasing needs of customers.
3.3 Effectiveness of promotional activities
Media channels:
Television: Biti's regularly advertises on national and local
television channels.
Press: Biti's also regularly posts product advertisements and
press releases on reputable newspapers.
Internet: Biti's has its own website and regularly posts
articles about products, services, promotions, etc. Biti's also
advertises on social networks such as Facebook, Instagram,
Youtube, Tiktok.
Stores: Biti's has a nationwide store system and regularly
organizes promotions and discounts at the stores.
Promotional campaign:
Campaign "Go to return": This is considered Biti's most
successful campaign in recent years. This campaign was
carried out through the music video "Go to return"
performed by singer Soobin Hoang Son. This MV attracted
millions of views on Youtube and helped Biti's increase
sales significantly.
“Biti's Hunter – The Chosen One” Campaign: This
campaign targets young people with the message “Be
yourself”. This campaign is carried out through promotional
videos, promotional images and online activities.
Campaign “Biti's – Cherish Vietnamese feet”: This
campaign aims at Biti's core value of "Cherishing
Vietnamese feet". This campaign is implemented through
promotional videos, promotional images and offline
activities.
Biti's is using many effective communication channels and
promotional campaigns to reach customers. Thanks to that,
Biti's has become one of the leading footwear brands in
Vietnam.
Effectiveness of campaigns
Campaign "Go to return"
“Biti's Hunter – The Chosen One” campaign attracted
more than 10 million interactions on social networks. Sales
revenue of Biti's Hunter product line increased by 200%
compared to the same period last year.
Biti's Hunter becomes a shoe brand loved by young people.
Campaign “Biti's – Cherish Vietnamese feet”: The campaign
received many positive responses from customers because
of the humane values that the campaign brought. Increase
awareness of the Biti's brand and Biti's core values. Enhance
Vietnamese pride in the Vietnamese footwear brand.
Overall, Biti's promotional campaigns are highly effective.
Biti's has been successful in reaching customers, increasing
sales and raising brand awareness.
Customer Feedback
With the first campaign being a music video, it can be seen
that this is a new promotional campaign, which can create
excitement for customers, impress with beautiful videos and
also convey meaningful and close messages of the
campaign. Through this campaign, Biti's also received many
positive feedbacks from customers, as well as highly
appreciated the quality of the product. However, there are
also some customers who think that the advertising
campaign is a bit long and think that the price of Biti's
products is a bit high.
The second campaign impressed customers with its
youthful, dynamic image, and customers also loved the
message "Be yourself", a message that brings confidence,
doing what you want, has a positive impact on yourself, it
can be seen through this campaign that Biti's designs are
also highly appreciated for their quality. With this
campaign, some customers think that the advertisement is
more aimed at young people, because it focuses on young
people, so the products are not diverse.
With the final campaign, customers appreciate the
meaningful message and core values that Biti's brings,
through the message showing that customers feel proud of
the Vietnamese footwear brand, making customers trust in
the quality of Biti's products. However, this advertising
campaign makes many customers feel that Biti's has not
made a breakthrough, customers want Biti's to have more
promotional programs.
Overall, Biti's promotional campaigns have been highly
effective and received positive feedback from customers.
Biti's has been successful in reaching customers, increasing
sales and raising brand awareness.
Problem Solution:
Bitis product strategy:
Footwear products have their own unique characteristics and
are adjusted to the tastes of consumers. The fashion and
quality of the product are always carefully evaluated by
customers before making a purchase decision.
Therefore, Biti's Marketing strategy is to always follow
fashion trends, survey consumer tastes in each region to
promptly have the most accurate information and provide it
to the company's product research and development
department. Biti's regularly improves designs and launches
the latest products, suitable for consumers.
Biti's always launches the latest product models,
maximizing the exploitation of those models in a time
suitable for the short life cycle of fashion footwear products.
Footwear products with the Biti's brand have been widely

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evaluated and recognized by domestic and foreign
consumers as products with "Prestige and quality".
Some of the main products that Biti's produces include:
• Hunter
• Sandal
• Sport shoes
• Running Shoes
• Soccer Shoes
• Western Shoes
• Sandal
In particular, in early 2016, Biti's made a strong and
impressive change when it launched a line of multi-purpose
sports shoes called Biti's Hunter.
Biti's Hunter weighs only about 225g and is one of the
lightest Vietnamese sports shoes to date. Not only is it light,
Biti's Hunter still ensures standard quality and has an eye-
catching design. It can be said that Biti's Hunter sports shoes
have really created a fever among young people since the
beginning of 2016 until now.
Biti's Hunter products are rated as having beautiful designs,
trendy, light weight, soft soles, durable and breathable
fabric.
Understanding the expectations of young customers in
asserting themselves, Biti's Hunter constantly launches new,
unique and unique shoe models by incorporating
Vietnamese images into its designs.
Among them, we can mention the high-quality Biti's Hunter
X shoe model, Biti's Hunter Street with a simple design,
easy to coordinate with clothes, or most recently Biti's
Hunter x VietMax - a shoe model inspired by Hanoi that is
making waves among young people. All of Biti's Hunter's
communication campaigns are also very focused on the
product, bringing the product image to consumers in a
creative and extremely impressive way.
Bitis's pricing strategy:
For Biti's Marketing strategy on price, this brand has used
the Price Skimming Strategy.
Skimming price strategy or fast price strategy is that the
seller sets a relatively high initial selling price for new
products to exploit the needs of a group of customers with
high purchasing power, to quickly recover investment
capital and make immediate profits.
After exploiting this customer group, the business gradually
reduces prices to exploit customer groups with lower
purchasing power.
Biti's has adopted a skimming price strategy to "skim the
cream" of the market. The company launches new expensive
shoe designs, then gradually introduces simpler, lower-
priced designs to attract new price-sensitive customers.
Biti's products all have labels clearly stating the size, color,
type and price of the product. Biti's branded footwear
products are always promoted in terms of quality, reputation
and are recognized and trusted by consumers. This is an
important basis for the company to price its products based
on objective perception, in line with the company's product
positioning idea.
Bitis distribution strategy:
In recent years, Biti's marketing strategy for the distribution
system is to continue building a chain of stores specializing
in selling footwear products from adults to children,
stretching from the South to the North, with about 40
models/month launched to the market.
Every year, Biti's shoes produce more than 20 million pairs
with a wide range of products, diverse in style and design.
Biti's fashionable women's shoes, elegant men's Biti's shoes,
convenient Biti's sandals or Biti's children's shoes are always
chosen by many Vietnamese consumers, whether for school,
work or picnics.
Currently, Biti's products have been exported to 40 countries
around the world such as Italy, France, UK, USA, Russia,
Japan, South America, Mexico, Cambodia, etc. 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.
A Biti's product distribution system stretching from the
South to the 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 rich product range, diverse
in designs and models such as high-end sports shoes,
fashionable women's shoes, leather shoes, canvas shoes,
EVA foam slippers, indoor slippers, etc.
In China, Biti's has established 04 representative offices
with 30 general sales offices and more than 300 points of
sale to gradually bring Biti's products to dominate this
potential border market. With the potential Cambodian
market, Biti's has an official distributor, Cambo Trading
Company, distributing Biti's products throughout Cambodia.
Biti's has exported to 40 countries around the world such as
Italy, France, England, America, Russia, Japan, South
America, Mexico, Cambodia, ...
In addition, Biti's is also trusted by international customers
with famous brands such as Decathlon, Clarks, Speedo,
Skechers, Lotto,... to become a processing partner with
many large-value orders.
In addition, Biti's also diversifies its purchasing methods by
combining sales through websites. Currently, customers'
purchasing trends have changed, they need convenience in
purchasing. Therefore, Biti's products are also distributed
through online sales channels such as: Lazada, Tiki, Lotte,
...
Bitis's communication strategy:
1. Building diverse communication channels
Biti's uses a variety of communication channels to reach its
target audience, including:
Social networks: Facebook, Instagram, Tiktok are the
channels that Biti's focuses on exploiting. Biti's regularly
posts creative content that attracts young people such as
product images, promotional videos, music videos, etc.
Youtube: Biti's conducts advertising campaigns, product
reviews, music videos, etc. on Youtube.
Website: Biti's provides product information, promotions,
news, etc. on the website.
Cooperate with celebrities and KOLs: Biti's cooperates with
singers, actors, and hot instagrammers loved by young
people to promote the brand.
Organizing events and minigames: Biti's regularly organizes
events and minigames to increase interaction with
customers.
Creative and engaging content:
Biti's focuses on creative content that appeals to young
people's tastes. Content is often entertaining, inspirational,
personal, and trendy.
Customer Interaction:

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Biti's always focuses on interacting with customers on
communication channels. Biti's regularly responds to
comments, messages, and answers customers' questions.
Measure effectiveness:
Biti's uses effective measurement tools to evaluate the
effectiveness of its communication strategy. From there,
Biti's can adjust its strategy accordingly to achieve its goals.
Reach potential customers
SEO (Search Engine Optimization) and SEM (Search
Engine Marketing) are two effective tools for Biti's to reach
potential customers.
SEO:
Biti's optimizes websites to increase rankings on search
engines like Google.
Biti's focuses on keywords related to its products and
services.
Biti's uses SEO techniques like content optimization,
backlink building, etc.
SEM:
Biti's uses paid advertising on search engines like Google
Ads.
Biti's targets ads to people who are searching for its products
and services.
Biti's uses different types of ads like text ads, image ads, etc.
Create engaging content
Some of Biti's successful video content that attracts users
"Go to return" - Music video conveys message about love
for homeland and family.
"Biti's Hunter Street - The Next Chapter" - Short film about
the journey of young people to conquer their dreams.
"Go and Experience" - Video series introducing beautiful
tourist destinations in Vietnam.
Measure performance
Analyze advertising campaign effectiveness:
Click-through rate (CTR): Tracks the percentage of people
who click on your ads.
Conversion Rate (CVR): Tracks the percentage of people
who click on your ad who take the desired action.
Cost per click (CPC): Track the cost per click on your ad.
Cost per Acquisition (CPA): Track your cost per conversion
"Go to return" campaign: Video "Go to return" reached
more than 10 million views on Youtube.
"Biti's Hunter Street - The Next Chapter" Campaign: Short
film "Biti's Hunter Street The Next Chapter" reached over 5
million views on Youtube.
"Go and Experience" Campaign: "Go and Experience" video
series attracts more than 1 million views on Youtube.
4. Conclusion
Brand and product promotion strategies play an important
role in driving business success.
An effective strategy will help businesses:
Increase brand and product awareness.
Attract potential customers.
Increase sales.
Build customer loyalty.
Build competitive advantage.
Directions for effective strategy implementation:
Define clear goals: What is the goal of your promotional
strategy? Increase brand awareness? Attract leads? Increase
sales?
Understand your target audience: Who are your potential
customers? What are they interested in? What channels do
they use to access information?
Choose the right promotion channel: There are many
different promotion channels, for example:
Online advertising (Google Ads, Facebook Ads, Youtube
Ads, ...)
Traditional advertising (TV, radio, newspapers, etc.)
Content marketing (blogs, ebooks, videos, …)
Public Relations (PR)
Marketing influencer
Create compelling content: Ad copy needs to grab the
attention of potential customers and convey the message
effectively.
Measure and track performance: Track metrics and analyze
campaign results to evaluate effectiveness and make
appropriate adjustments.
To implement an effective promotional strategy, businesses
need to invest time, resources and creativity.
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