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Biti's 2017

#Family Business


アブストラクト

Even though being one of the most famous brand name in Vietnamese footwear market during 1990s, Biti’s – a top-of-mind Vietnamese footwear company couldn’t prevent themselves from being hurt by fierce competition from both high-end international brands and the dominating counterfeit segment. In the mid 2000s, they faced a flop in brand image and was terribly perceived as “out of date and unfashionable” brand. This period also witnessed a power transition from the founder to his daughter Cindy Vuu who had a more open-minded leadership and customer-centric approach. Cindy decided to launch their sneakers sub-brand Biti’s Hunter and hire Hung Vo as a CMO for Biti’s in 2017. This line was totally aimed for the middle segment – for those who wanted authentic designed shoes but didn’t want to spend too much money. Not only did it meet a gap in the market, but this new product in the portfolio was also an attempt to revitalize the brand image. With Hung Vo’s experience and expertise, Biti’s made a huge milestone with the campaign by being able to get a deep and insightful understanding of Vietnamese people, putting it in a perfect context of Tet holiday and utilizing the social media platforms to get the best result possible. Despite having only very low budget; smart, swift and online-focused strategies brought them more attention than 10 recent years counting, striking first headlines of a biggest new portal to the new campaign. This beacon broke down their misconceptions from customers and built up so much trust for Vietnamese people in Vietnamese footwear’ quality and design.

詳細情報

ケースID 20-1186
登録 2020
業界 フットウェア
分析領域 マーケティング
ページ数 22
言語 English
ティーチングノート あり