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Case

Biti's Hunter: reaching young buyers through two music videos (2016)

Biti's started in 1982 making rubber sandals (company website). Its Hunter sports shoe launched in early 2016 at 225 g (Vietnam News Agency), but drew attention only after appearing in Sơn Tùng M-TP's music video Lạc trôi and Soobin Hoàng Sơn's Đi để trở về. The firm spent almost VND 3 billion on the Hunter strategy; a Biti's representative said stock sold out within 7 days, at 300% of target. Priced at VND 550,000–650,000 a pair for the mid-to-upper segment (Nhịp Cầu Đầu Tư).

Industry
Footwear (Vietnam)
Frameworks applied
Entrepreneurial vs traditional marketingSTP: segmentation, targeting, positioningMarketing mix (4Ps)
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Frameworks applied

This case is read through the frameworks below.

  • Entrepreneurial vs traditional marketingAs an owner of a small, cash-poor firm without the budget for formal research or mass advertising, how should I market differently from a large company?
  • STP: segmentation, targeting, positioningA founder launching a product on a tight marketing budget has to decide which customer group to serve first and what the brand should be remembered for.
  • Marketing mix (4Ps)When preparing to launch a new product, how should a marketing team combine product, price, place and promotion to reach its target customers?

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Biti's (n.d.) Về Biti's.No DOIbitis.com.vnSource page
  2. Đức Tài (2017) Biti's sau cú nhảy Hunter. Nhịp Cầu Đầu Tư.No DOInhipcaudautu.vnSource page
  3. Nguyen, V.T.D. (2016) Biti's - The Pride of a Vietnamese Footwear Brand. Vietnam Pictorial, vietnam.vnanet.vn.No DOIvietnam.vnanet.vnSource page