Biti's 2017

Abstract

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 In the mid 2000s, they faced a flop in brand image and was terribly perceived as “out of date and unfashionable” brand.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.

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