Group 1

Marketing
Research
(Word count:
7978)

Re-invigorating campaign:
Proudly made in Viet Nam
Table of Contents
Executive Summary 6

I.Research background 6

II. Research objective 6

III. Sample and Methodology 6

IV. Key findings 7

V. Recommendation 7

Research proposal 8

I.   Background 8

1. The Reality 8

2. Covid-19 affects GDP 9

3, Footwear industry Global and VN 9

4, The effect of Covid 19 on footwear industry 10

5, Overview of BITI’S: 11

6, Overview of Campaign “Proudly Made in Vietnam” 11

II, Central Business Question 12

III, Key research objectives 12

1. Stage 1 13

2. Stage 2 13

3. Stage 3 14

IV, Methodology 14

V, Method 14

1. Secondary research 14

2. Focus group 15

3. Survey 15

VI, Respondent recruitment method & incentives 16

2
 VII, Use of data collection tools 16

1. Focus group 16

2. Survey 17

VIII, The proposed sampling procedures 17

IX, The intended method & techniques of analysis17

1. Secondary research 17

2. Focus group 17

3. Survey 18

X, Limitation of proposed methods 18

1. Secondary research 18

2. Focus group 18

3. Survey 18

XI, Report & presentation 18

XII, Timings & Fees 18

Key Findings 19

I, Competition/ Youth Perception with sneakers 19

1. Secondary research 19

2. Qualitative research 21

3. Quantitative research 23

II. Perception of youth towards Biti’s  25

1. Secondary research 25

2. Qualitative research 26

3. Quantitative research 27

III. The engagement of campaign “ Proudly Made In Vietnam ” 30

1. Secondary research 30
2
 2. Qualitative research 31

3. Quantitative research 33

Summary & Recommendation 34

I, Summary 34

II. Recommendation 35

Reference Lists 36

Appendix 40

2
Executive Summary: 

I. Research background : 

 The Vietnamese leather and footwear industry has grown very rapidly and is
considered to be one of the major industries that fuel Vietnam's economic
development. Leather and footwear are one of the three sectors with the highest
export turnover today after crude oil and textiles, accounting for more than 10% of the
overall export turnover. With some 240 companies in business, the leather and
footwear sector is the main export business, employing about 500,000 workers [1].
 Given the direction of stable growth in recent years and the fact that the segment has
not yet achieved saturation, the market has not been able to draw further consumers
and is beginning to suffer from negative consequences as a result of slowing demand.
Early 2020 to the present-the moment when the pandemic of COVID19 extends to the
market and many household products.
 The spread of the epidemic has led many companies to accept the fact that an online
business is not only a turnaround to achieving sales in a tough time, but still needs to
spend and come up with a long strategy. term for growth. Data from online market
support networks indicate that human consumption patterns have changed
significantly since the outbreak of the epidemic, which arises more clearly from the
point of view of online use. . And the footwear industry is no exception.

II. Research objective 

 As a national footwear brand, Biti's did not hibernate like other brands but launched a
campaign called Proudly Made in Vietnam, not only helping Biti's to increase brand
awareness but also creating the premise of rebounding the brand's economy after a
pandemic. We desired to understand after a period of time the campaign has been
conducted, how effective it has been. In addition, whether this campaign expands the
market for Biti's or not

III. Sample and Methodology

 Secondary research has been performed to gain consumer insight into research goals.
 Focus groups and surveys were conducted amongst people between the ages of 18-22.
2
 IV. Key findings

 When it comes to sneakers, most people tend to think of Nike or Adidas. Other brands
are also mentioned, but somewhat less than the two companies mentioned above.
 Almost all of the respondents agreed that Biti's is a national brand and Biti's Hunter
also resonates with young people
 Although the number of people who know about the “Proudly Made In Vietnam”
campaign is much less than our expectation, respondents decide to support the
campaign once they know about it when doing our survey has made up for this. And
from the reasons why they support Biti’s campaign, we can say Biti’s has already
won, not in the sale, but in their customer mind
 According to the result, brand name and product name are better to have well-
designed stories or meanings.

V. Recommendation: 

 Biti's should mainly focus on young people aged 20 to 25. Moreover, the product
need to be improved by better quality material and a more attractive design. On the
other hand, the campaign " Proudly Made In Vietnam", needs to be improved by
digital marketing strategy.

Research proposal

I.   Background

1. The Reality

Coronavirus, also known as COVID-19, COVID19 had an initial effect in February (after the
Lunar New Year) and started to intensify in March, creating customer life uncertainties. The
number of people infected with the latest coronavirus disease (COVID-19) in 2019 has risen
worldwide since the first
case of COVID-19 was
identified in Wuhan, China,
in December [2]. COVID-
19 has been widely
2
featured in both conventional and social media, contributing to a high degree of public
exposure to previously overlooked respiratory diseases and risk awareness [2].  And Vietnam
is no exception. Vietnam has also been hit hard by the covid-19 pandemic. The first identified
case of COVID-19 was registered in Vietnam on 23 January 2020.[3][4] As of 23 September
2020, the country had 1,069 confirmed cases, 991 recovered cases and 35 fatalities. More
than one million checks have been carried out[5][6] As of September, Da Nang is the most
affected city with 394 reported cases and 31 deaths [7].

2.     Covid-19 affects GDP

The current epidemic of COVID-19 affects Vietnam and other growing Asian economies in
several ways, including dramatic
reductions in domestic consumption,
decreased tourism and business travel,
trade and development ties, supply
disturbances, and health consequences.
According to the new ADB study
reported yesterday (March 6), Vietnam
is predicted to endure loss of about
0.41 percent of GDP, much stronger
than other emerging economies such as
Taipei (0.44%), Singapore (0.57),
Mongolia (0.74), the PRC (0.76),
Hong Kong (0.85), Thailand (1.11),
Cambodia (1.59) and the Maldives
(2.05) [8].

3, Footwear industry Global and VN

2
The Footwear industry consists of firms involved in the manufacture of footwear such as
cotton platforms, sneakers, slippers, hats, gauntlets, sandals and recreational and industrial
footwear. The business also contains footwear pieces such as shoe laces, buckles, clasps,
inner soles, heels and padding. The Footwear industry excludes leather goods for shoes
classified in Textiles & Leather Goods [9]. According to the report published by Allied
Market Research,the global footwear market generated $365.5 billion in 2020 [10].

4, The effect of Covid 19 on footwear industry

The spread of epidemics has driven

many companies to accept the fact
that online business is not only a
way of turning around to gain sales
in times of trouble, but still needs
to spend and bring into a long-term
strategy for growth. Data from
online market support networks
indicates that human consumption
patterns have shifted significantly
since the emergence of the disease,
which has arisen more explicitly from the point of view of online usage [11]. 

Therefore, the Covid-19 outbreak also has seriously damaged the global economy and the
shoe industry. Many of the panel
members agree that over the next
six months, the amount of footwear
sold will fall and costs will fall.
Perspectives are pessimistic
everywhere, but especially in
Europe, where 9 out of every 10
respondents expect the quantity of
footwear sold to be decreased.
According to the Business Conditions Survey, when directly asked about the effect of the
2
outbreak on demand relative to a non-epidemic situation, our panel members are predicting
an overall reduction of 22.5 per cent, with some geographical variance. Estimates for Europe
(-27%) are significantly more negative than those for North America (-21%) and Asia (-20%)
[12].

5,  Overview of BITI’S:

BITI is one of Vietnam's leading

domestic footwear brands. Established
district 6, Ho Chi Minh City, 1982. In
2016, BITI 'S accounted for 15% of the
domestic footwear market. BITIS
goods have a respected reputation for
being highly robust. BITI 'S Hunter is a
product range introduced to the
company's portfolio. Since its
introduction in early 2016, it has been
the most sought-after product in a wide
variety of products that the company
has to sell and has so far become the
most productive product line of the
company.

-Mission Statement: "Nâng niu bàn chân Việt." The slogan indicates that BITI is tailored not
only to elegance but also to longevity. Slogan also emphasizes the concept of "Vietnamese
utilizing Vietnamese products."

6, Overview of Campaign “Proudly Made in Vietnam”

With the task of arousing national pride, Biti's Hunter landed hard on the slogan 'Vietnamese
customers will support Vietnamese products.' Suddenly, the movement in favour of domestic
2
demand appeared strongly as COVID-19 influenced the global economy. Understand why,
Biti 's focus is on the pride of the country joining hands to rally against the pandemic.

# MadeinVietnam not only means that

Vietnamese people use Vietnamese
products, but also affirms stories about the
sympathy, energy, and hope of Vietnamese
people to contribute to the battle against
Covid. This time of crisis is an occasion to
focus on the good and proud stuff of the
Vietnamese people in the hearts of each
person and in the gratitude of foreign
friends [13]. Based on that foundation, the
campaign “Proudly Made in Vietnam” was
born. And to execute the campaign, You x
Biti's Hunter x VietMax project opens a
platform for the young generation of
Vietnamese to unanimously guide Biti's Hunter's belief in a Vietnamese beauty filled with
values of solidarity and humanity Literature, most positive [13].

II, Central Business Question:

The central business question is ‘Whether the campaign “Proudly made in Vietnam” is
effective to their previous objectives? ’ ; It has been broken into the following sub-objectives

1. What is the scale of the consumer's engagement with the campaign?

2. Have consumers been satisfied with this Biti's campaign?

3. Does this campaign expand business opportunities for Biti’s?

III, KEY RESEARCH OBJECTIVES

2
The main purpose of this research is to determine whether the campaign “Proudly made in
Vietnam” is effective to their previous objectives which is the increasing sales revenue of
Biti’s hunter or whether this campaign can raise the brand awareness for Biti’s and thereby
creating a premise to expand business opportunities for biti after the covid-19 pandemic

 Moreover, this campaign may raise brand awareness after Covid-19 pandemic.    

●   Stage 1: What is the scale of the consumer's engagement with the campaign?

Ø  Engagement of customers is characterized as activities that go beyond sales, and

can be clearly defined as behavioral manifestations of the customer that have a
brand or firm emphasis, beyond purchase, resulting from motivations [14].
Ø By measuring customer engagement, the data can be collected and analyzed to
enhance customer experience. For example, social media such as Facebook,
Twitter or Reddit are quality platforms for directly interacting with customers. By
keeping track of how they respond with the brand's social media pages and
focusing on what they're doing, an organization will learn more about the

customer's needs.

●   Stage 2: Have consumers been satisfied with this Biti's campaign?

Ø  Customer satisfaction of specific services is generally the evaluation of customers

between the quality of the offered services and the anticipated performance
evaluation of the services [15]. If consumers are provided with relevant services
2
 that meet their required expectations, they will have positive perceptions and
positive emotions about the services [16]. 
Ø A detailed understanding of the satisfaction of customers can help an organization
to determine its particular needs and also might find out what customers dislike or
what leads to dissatisfaction. For instance, a company can provide multiple-choice
question sheets,  customers are expected to take one of the given responses and
there is no limit of how many choices they can use.

●   Stage 3: Does this campaign expand business opportunities for Biti’s?

Ø Business opportunities means any employer's specialized information or proposals

relating to the provision of financial services to the public, along with all relevant
information relating to the nature of any financial services contemplated
regardless of whether the Employer has met or interacted with the target person or
company. 

Ø  When a company creates opportunities for entrepreneurs and businessmen to create

better products and services. Coca Cola is entirely reliant on logistics and the
supply chain with an integrated supply chain infrastructure. The cost of transport
and the price of fuel are still on the rise [17]. So it can be a business opportunity to
build some advanced and enhanced delivery systems.

IV, Methodology
2
There are three major research goals in the project; we use various research methods, which
include secondary data, focus group, and survey, according to the situation with each goal.

V, Method

1, Secondary data

 Secondary analysis will explain the customer's challenges and opportunities. It is

stressed that businesses are able to use data mining in their consumer base to discover
distinct segments and the product features that fulfill customer requirements [18].
Thus, secondary analysis is used in this marketing research to define future clients,
products and platforms.
 Through reviewing secondary data such as company accounts, revenue information
and related business customer profiles. The target consumers, the distribution
platform and the function of the most famous brands can easily be identified. The
NeoVista alternatives, for instance.Companies use the existing databases of the
dealers to combine the historic market pattern of the district to identify explanations
and solutions [18].

2, Focus Group

 A focus group is simply the study that organisations conduct, either to sell or to create
new concepts, goods or services, in order to collect input on consumer perspectives
and perceptions. In an immersive atmosphere, focus group members are asked
questions and are allowed to speak openly with others [19]. Focus group analysis shall
be used to create or enhance products or services.The primary aim is to provide
information to improve, alter or develop a product or service for a core community of
consumers [19]. 
 One of the most noticeable benefits of using secondary data processing is its cost-
effectiveness. Since someone else has already collected the data, the researcher does
not need to spend any money, time or effort in the data collection process of his or her
analysis [20]. Another advantage of processing secondary data instead of gathering
and analyzing primary data is the overwhelming amount and scope of data accessible
to the public today. For example, using the results of experiments undertaken by the
government offers researchers with access to an amount of data that would actually
have been difficult for the researcher to amass [20].
2
 3, Survey 

 Surveys or questionnaires are an important part of many types of research, especially

in marketing research, and usually gather information by asking a sample of people
questions on a specific topic and then generalizing the results to a larger population
[21]. Through surveys customers can voice their concerns and it also helps companies
know which problems they are dealing with for finding out solutions for them [22].
Using online surveys for data collection appears to have the potential to collect large
amounts of data efficiently, economically and within relatively short time frames [23].
The key aim of market research is to understand what your clients want in order to
retain them with you and to gather new consumers. To do this, you need thoughts
from customers to gather data that will help you to remain ahead of the market. Using
surveys to gather information will give useful insights into fields such as target
markets, consumer response and satisfaction, habits in consumer behavior, brand
awareness, product feedback, your customer loyalty. Moreover, it is very important to
use survey in assessing difficult and sensitive topic like eating habits, beliefs,
knowledge, attitudes, opinions

VI, Respondent recruitment method & incentives

Participants are selected between 18 and 22 years of age. For the focus group, participants
were scanned from the internet and used sneakers previously, they were recruited by phone
and messenger. The participants were volunteers to thank them for their participation. As for
the survey, we recruit respondents from several Ho Chi Minh City colleges, who are between
18 and 22 years old, if they are able to help us finish the questionnaire. 

VII, Use of data collection tools

1. Focus Group
 We will discuss with the customers in various small groups that contain about 5 to
7 respondents in about 2 to 2,5 hours. By using the Qualitative techniques
including projective techniques, we will discover the experience of the consumer
of their footwear consumption, before - during - after the campaign. Therefore, we
can do more in-depth research on the effectiveness of the “Proudly made in
Vietnam”.
2
  We will divide the respondents into 2 main groups: one group contains 3-4 
freshmen and sophomores, the other has 2-3 juniors and seniors. These groups will
come from various universities and colleges in Ho Chi Minh City. The
interviewees are passionate about fashion, especially sneakers and have knowledge
about global and local sneaker brands, such as Nike, Adidas, Puma, Thượng Đình,
Biti’s, RieNevan, etc. Besides, another requirement is the respondents used to
purchase Biti's products and know or have donated to the “Proudly made in
Vietnam” campaign.
 Each focus group was led by the members of the group. The questions to be
answered by the participants were already planned to promote the dialogue of the
participants. Both focus groups were audio-recorded and transcribed later. Once
the study plan is approved, two additional focus groups will be set up based on
various groups of individuals.
2. Survey 
 We will send the survey, which is created on Google Form, to about 150-200 people,
all of whom are concerned about fashion especially sneakers, Biti’s consumers and
know about the campaign in HCM city (mostly to students in the university) by email,
social media and they finished it online. The questionnaire contained demographic
questions (gender, age, and occupation), motivation and attitude and perception
toward Biti’s Hunter X shoes questions, and also some questions about brand name
and channels.

VIII, The proposed sampling procedures

Non-probability sampling

We use a non-probability sampling method or a technique called non-randomness to

obtain our sample. On the basis of funding for secondary data analysis, persons
between the ages of 18 and 22 years are the target demographic of Biti's Hunter, so
we plan to use that age range as one of our tests. 10 consumers aged between 18 and
22 years who used a sneaker were chosen as a representative of our focus group.

IX, The intended method & techniques of analysis

1. Secondary data
2
  Secondary data can be gathered from directories, sneaker sales analyses and
information from a reputable internet organization that will offer recommendations
for more primary analysis.
2. Focus group 
 Audio recordings shall be prepared prior to interviews with the approval of each
respondent. In addition, the transcript of these recordings will be included in the
appendix.
 Pictures of the Biti product and the summary of the campaign will be shown in
interviews to help moderators connect with participants and hold comments in line
with reality.
 Respondents' quotes can be used to evaluate and summarize the behaviors,
perceptions, motives, thoughts and desires of the consumers of the commodity.
3. Survey 
 The questionnaire design and process will be completed online, in particular via the
google form, the outcome of which will be easier to analyse.
 The bar chart and pie chart will be used to show the results of certain questions.

X, Limitation of proposed methods

1. Secondary data 
 For secondary data, because the campaign was recent, information about the
campaign is limited
2. Focus group 
 Lack of video recording ensures that body language and micro speech knowledge can
only be recorded during interviews, which put more work and responsibility on
moderators.
 The evaluation of interviews cannot be replicated since the findings can vary
considerably among different focus groups.
3. Survey 
o The online questionnaire will increase the lack of realistic answers, since the
respondents will lie when they have not been examined. Therefore a random sampling
error can increase by using the online questionnaire. 
2
 o There are 24 questions, including demographic questions in the questionnaire, which
will take respondents for a long period of time to complete, as a result of which the
response rate may decrease and trigger some error. 

XI, Report & presentation

The data would be delivered in the form of an oral presentation and a written report. The
presentation will be outlined in the advice segment, which is helpful to Biti's. In addition, we
will quickly explain the entire process of how we perform market research. Starting with the
clarification of our research goals, the explanations for the choice of research methods and
designs, the sampling process and the means of gathering and evaluating data.

XII, Timings & Fees

All members of the Discover Marketing Research Community will perform focus group
interviews, conduct questionnaires, and complete secondary research.

This marketing research would last for three months, beginning with the time of approval of
the plan.

Key Findings

1. Competition/ Youth Perception with sneakers 

a. Secondary data

Essentially, sneakers' rising status within the world of fashion has permitted enormous brands
like Nike and Adidas to proceed to offer “first class” shoes over a number of high price tiers.
An extravagance sneaker that might've sold for $70 a decade back will now go for $100.
Which upward drift is likely set to proceed since of a straightforward truth: individuals are
willing to drop a clean entirety on quality, fashionable sneakers. [24]

Collaboration between celebrities is really nothing new when it comes to sneakers. The shoe
business has historically relied on athletes - especially basketball players - to sell sneakers.
But DePaula, creative director at Nice Kicks, a media focused on sneakers, says a relatively
new change in this paradigm has allowed sneaker culture to expand even further. [24]

Entertainers can leverage a wider existing fanbase, and by moving the focus from
performance to fashion, they have helped increase the prestige of sneakers. A fan of a star
2
basketball player may be attracted to the nature or stamina of a shoe on the court, but
someone who idolizes artists such as Kanye West or Travis Scott's styles seems to be more
interested with what their sneakers express to the public. [24]

Kanye West's foray into the world of sneakers really changed the game. (Mike
Lawrie/Getty Images)

The fans and the lovers of sneakers have always had a passion for rare shoes, versions that
combined with famous brands or famous stars. However, when brought to the Vietnamese
market, there are a certain number of limits, forcing the company to come up with its own
rules so that lucky people can own their favorite shoe line and not lose value. [25]

(Source: Zing News)

2
Adidas is one of those brands that are pretty professional about how they are organized, and
buyers have tacit rules in the queue for shoes.  [25]

Specifically, the brand used to distribute the Yeezy Boost 700 line of shoes in limited
quantities. This design is sold for the 4th time at a price of 8 million VND per product. The
story seemed simple when the buyer just came in early in line to receive the number and
everything went according to the correct process. However, the "rules of the game" are much
more difficult than that.  [25]

The company conducts the roll call 3 times a day, whoever is not on time will be disqualified.
The list of friends lined up according to the number available from 10 days ago was
acknowledged by a team leader fairly, without bias against anyone. Shoe campers must
always be on duty in front of the store to receive information from the company about any
changes.  [25]

Not only Adidas or Converse, Nike is also a brand that regularly launches rare versions of
shoes combined with famous stars or international fashion houses. Recently, the brand
created a worldwide craze with the Air Jordan 1 pair cooperating with Dior.  [25]

According to shares of the company, all buyers will leave personal information on the official
website of the French fashion house as a way to "report". Each phone number and address is
registered once. Then, the brand uses the lottery to find the lucky person. Dior revealed the
earlier who registers, the higher the chance of winning.  [25]

However, there are marginal rules when 5,000 pairs are distributed exclusively to the top
customers of the French luxury fashion house. They are all wealthy, having spent about $
50,000 on previous Dior designs. The brand will specially send invitations to qualified
customers. [25]

b. Qualitative research 

For everyone who has been interviewed in the focus group discussion, when it comes to
sneakers, they tend to think of Nike or Adidas. Other brands are also mentioned, but
somewhat less than the two companies mentioned above.

People love to use these two brands because of the smoothness and durability of the shoes,
and the comfort they bring, even with a lot of exercises.
2
There are also other reasons why they chose these brands such as the company's inherent
popularity, shoe quality, affordable prices especially during the sale seasons and beautiful
designs.

“With Nike, I feel comfortable going to school and going to work, and for Adidas I use it to
run because it is smooth and supports my heels well.

For example, when I run a distance of about 5–12km, it is easier to run with Adidas' shoes.” –
Group 1

“I think it would be nice for Nike to bring it around, but when it comes to sports, Adidas is
still better.” – Group 1

“Although I don't follow many ads of shoe companies, I see that these two brands are
successful in terms of advertising because of their strengths and popularity.” – Group 1

“Many people use the product and I also use it.” – Group 1

“Just seeing the frequency is knowing how popular they are, wherever I go, I can see the
products of these two shoe brands.” – Group 1

“Those are the two leading brands, if it doesn't succeed, no one can surpass it.” – Group 1

“I choose Adidas or Nike for its very good shoe quality, smooth feel and nice design.” –
Group 2

“My shoe lockers usually have brands such as Nikes, Under Armor, Adidas, etc.” – Group 2

“My go-to-shoes is Adidas because it's famous and I've been using it since middle school.” –
Group 2

“When it comes to Nike and Adidas, it spans almost all over the world. Not to mention the
sparsely populated cities, its coverage is mostly known.” – Group 2

“With brands like Nikes or Adidas, it's quite successful in the shoe segment because it has
special models such as Ultraboost, Stan Smith. When it comes to sports like soccer, Adidas is
quite popular because there are famous people using it such as Messi and Ronaldo. Referring
to basketball shoes, we remember Nikes or Jordan, generally these brands that have become
big brands that are no longer casual fashion items.” – Group 2
2
“I often wear sneakers from Converse for convenience, for gymnastics, and to go out,
depending on what I wear. In addition, I also wear high neck shoes.” – Group 2

However, Biti's is still known and remembered by some of the interviewees alongside other
strong competitors in the market.

“I chose Biti’s because it is the cheapest in the Vietnamese shoe market but its quality is not
inferior to Nike or Adidas, it just differs in that the other two are international brands, Biti’s
is a brand of Vietnam. Their products have affordable prices but good quality so I choose to
wear more Biti’s shoes. – Group 2

“In the past, I used mainly Biti’s shoes, I also found it quite popular, especially after the
release of Biti’s Hunter, it became even more popular.”- Group 2

“Biti's are competing fairly fairly with international brands, and it's easy to see the frequency
of Biti's popularity increasing. Biti's may lose, but is closing the gap with international
brands” – Group 2

c. Quantitative research

Through the survey questions, we have more data on age of consumers, the number of shoes
they own, the intended use and other factors that determine their buying behavior.

It can be seen that most of today's youngsters aged 18-25 are passionate about sneakers, and
the number of shoes owned can be up to 5 pairs, accounting for 49%, which is half of the 100
survey respondents.

In the survey, there are 3 most mentioned reasons when talking about the purpose of using
sneakers: going to school (86%), hanging out (83%) and playing sports (30%), for other
reasons, accounting for 6%.

When it comes to shoe brands that make young people willing to spend money, Nike comes
in 1st with 69% of votes, Adidas comes in second with 66%, just 3% away from the top. And
the last position mentioned is Converse with 55%.

Survey results on age

2
Survey results on the number of shoes the respondents own

The main purposes of using sneakers

2
Brands make the respondents willing to buy

Factors that change their decisions while choosing shoes brands

2
2. Perception of youth towards Biti’s 

a. Secondary data

Biti's is one of the oldest footwear brands in Vietnam and has been associated with the
childhood of many generations in Vietnam. However, Biti's shoe style is said to be not too
prominent and somewhat outdated for today's youth. To innovate, Biti's Hunter was born and
their target audience is the youth which is a front that they almost haven't won yet. By the
beginning of 2017, the selection of Son Tung and Soobin Hoang Son for the branding
campaign has attracted a great deal of attention from the media and the public [27]. Its heat
generated 21,000 discussions, more than 3.7 million views on social networks in just 4
months from its launch (Buzzmetrics data). Also, statistics of customers' discussion about
Biti's Hunter shoes showed positive results.

Not stopping there, they simultaneously invited the KOLs, caught the trend with the shoes
"The Red Pride", combined with the Avengers, ... and the effect of overlapping effects, Biti's
just regained the image in young Vietnamese eyes. According to Brands Vietnam [26], Biti's
biggest success has been to get young consumers looking to buy a pair of these branded
sneakers on their own. The shoe brand that was chosen by parents for decades ago is now
actively chosen by them again because of their feelings of intimacy, trustworthiness - but no
less interesting and fashionable. In addition to the outstanding durability of Biti's shoes so far,
Biti's Hunter has launched shoes with striking, youthful colors and modern designs.
Therefore, Biti's Hunter's absolutely do not underperform when placed alongside other
brands' products.
2
 

b. Qualitative research 

Almost all of the respondents agreed that Biti's is a national brand and Biti's Hunter also
resonates with young people. That's thanks to good design and affordable prices that are
suitable for young people

"Of course." (Group 1)

"Mostly in the past, I used to use Biti's mainly, I found it quite popular, especially
after releasing Biti's Hunter, it became more popular." (Group 2, Minh)

"I think Bitis should be a national footwear company of Vietnam, 10 years ago when I
was a child, Biti's was famous among young people for beautiful, quality and durable sandals.
Through the sneaker, we find the quality is also quite good, the design is luxurious, and also
suitable for students' budget, because we have not made a lot of money. I think Biti's is a
national brand."(Group 2, Thang)

However, when it comes to shoe brands, Biti's is not the first brand to appear in the
minds of the respondents. On a positive note, some respondents said that Biti's Hunter is
closing the gap with international brands.

"At a low age, Biti's is hitting it quite well. However, from high school to university,
the international brand is more suitable for young people's style now." (Group 2, Nguyen)

"Biti's is competing fairly with international brands, and the frequency of Biti's
appearance is increasing, Biti's may lose, but is closing the gap with international brands."
(Group 2, Thang)

 
2
 Biti's Hunters often use KOLs for their campaigns and it has been very effective.
However, the respondents divided into two streams of opinions about whether celebrities
influence the purchasing decision.

"They don't affect their buying habits and demand. Because it depends on other
factors too." (Group 1, Tien)

"Yes, because if a fan sees an idol they buy, they will buy more. Celebrity
endorsement will make the product trendy, more beautiful and make me prefer to buy."
(Group 2, Minh)

"If this is my idol, it will affect me, otherwise I feel normal." (Group 1, Ngan)

c. Quantitative research

According to the survey, respondents know Biti's Hunter a lot through brand ambassadors
(such as Soobin Hoang Son, ...), social media, advertising on radio, TV and friends.

2
When asked about how much money respondents were willing to spend on a pair of Biti's
Hunter shoes, more than half of them were willing to spend 500,000 - 1,000,000 VND. 31%
are only willing to spend less than 500,000 VND and no one is willing to spend more than
1,500,000 VND on a pair of shoes Biti's Hunter. It means they haven't really appreciated
Biti's Hunter to the point where they can spend much money on the brand. 

Most of the respondents felt satisfied with the quality, price, and materials of the brand. As
for the design, many people find it normal. However, there is no factor that makes many
respondents feel completely satisfied.

2
When asked more about the evaluation of the shoe's design, factors such as eye-catching,
easy-to-see, easy-to-spot, and easy to match received a lot of satisfaction. Meanwhile, beauty
and eye-catching colors factors are quite normal for them.

According to the chart, nearly 80% of respondents want to reduce product prices if Biti's
Hunter organizes a promotion. That shows that the price is very noticeable when shopping for
shoes.

3. The engagement of campaign “ Proudly Made In Vietnam ” 

a. Secondary data

COVID-19 has created many challenges, especially for companies all over the world. Not
only facing the economic crisis, they also struggle on finding out how to maintain their
2
business during this time while enhancing their brand image for recovering after the
pandemic. Dealing with these challenges Biti’s, a renown shoe company from Vietnam, has
launched their Marketing campaign called “proudly made in Vietnam'' [28]. Knowing
quarantine time would facilitate domestic consumption, Biti’s landed hard on the slogan
“Vietnamese customers will support Vietnamese products” to encourage their product
consumption and also honors the compassion, spirit and optimism of Vietnamese people on
the war against the global pandemic [29]. The campaign began with the release of 3 works of
VietMax’s artists to inspire creativity among artists and each work will be printed on Biti's
Hunter Street Black Line sneakers. Together with the instant support for Biti’s from famous
people in the art world such as Huong Giang, Thanh Bui, Dong Nhi, Ong Cao Thang; the
from Biti’s to their campaign through social media, newspaper, the viral music video about
the campaign has finally help them solve the problem and also got 2 Bronze prize at PR
Awards Asia 2020 [30].

b. Qualitative research 

Majority of the respondents agreed that KOLs affect their buying decision. However, there
are differences between males and females. Most of the females admit they will buy the
product immediately if their idol represents it, while many of the males prefer to buy a
product that is recommended from experts in a specific field or match with their taste, style
and need.

“If they are my idol, they will effect to my buying decision” (group 1, respondent 1)

“Yes and no, since sporty people will be affected by the recommendations to buy the product
from professional sport people, but buying for their idol is not a wise choice as it will depend
on your taste, affordability and preservation.” (group 2, respondent 2)

All of the respondent in both groups have same thought and feeling the meaning of the
campaign that it is not only for the brand but also to society and claim that through this
campaign, Biti's wants to convey national pride through the Covid19 pandemic event at the
2
 same time calling on Vietnamese to use Vietnamese goods. Besides, Biti's has also partly
raised the trust of customers.

“I think this campaign arouses pride and a positive sense that each person must be for a team,
raise a sense of protection for themselves and the community so as not to spread diseases
anymore.” (Group 1, Respondent 3)

“In my opinion, the message that the brand wants to convey is that during the COVID
epidemic, Vietnam is one of the best epidemic winners and control countries in the world,
considered as an event to honor the efforts and health success in Vietnam. Proud of being
Vietnamese and Vietnamese, we have products like Biti's to honor the achievements that the
Vietnamese have achieved.” (Group 2, Respondent 3)

“ The campaign has a pretty big meaning, plus the motifs of the story, it's not like going
anywhere, it's very strange vs sneaker, and has a great childhood meaning for Vietnamese
people, when I was a child reading stories paintings, making me want to return to my
childhood.” (Group 1, Respondent 4)

In both focus groups, the participants pointed out that the campaign was very meaningful,
making a brand-to-consumer connection. However, when the moderator mentioned product
purchases, no one answered that they would support this campaign, because according to
them this campaign is not very practical since people feel that it only follows a trend but the
trend is only valid for a certain period of time.

 “I was quite appreciative of the campaign this time because of its practicality but I will not
choose to buy trend products because it is only valid during that period. If I have a job now, I
will buy the product to support Bitis to continue broadcasting because the message is quite
meaningful this time, but currently I will not choose to buy.” (Group 2, Respondent 3)

 “I find the message very meaningful, showing that the Vietnamese people have done very
well COVID 19 but rarely see the reality because due to the translation, it takes a lot of work
and worries about the job, but buying shoes is a bit irrational.” (Group 2, Respondent 2)

Most people are quite interested in the personalization trend and are pursuing it as well.
Because according to everyone, this trend highlights their personality, making them an
2
individual with a distinctive color. On the other hand, some people still don't like this trend
because you think in this world there will be people like you

“I do not like to follow that trend so that the world is round, it will coincide with me, I also
recognize that the personalization trend is unique.” (Group 1, Respondent 4)

“I myself am a person who does not follow personalization, but I find this trend very good to
help young people shine in their own way, in general it is quite impressive.” (Group 2,
Respondent 1)

While people advocate for Biti's personalization, most people don't want to buy a product
because it's unnecessary right now and the way Biti's design for this trend is rather
complicated makes it difficult to match.

“Because it was so unique, it was very difficult to match it because it was a mixture of colors
so it was very challenging. That's why I don't like it” (Group 1, Respondent 4)

“Currently, I really like a pair of shoes that very few people know, but I can't afford to buy
them now and I also think it's unnecessary now so I don't buy them, but because I like, I will
try to get these shoes.” (Group 2, Respondent 3)

c. Quantitative research 

42% of participants know about the “Proudly Made In Vietnam” campaign of Biti’s. Among
of those, majority know the campaign through social medias and TV advertisements

And for the message, according to the two bar charts, lots of people feel it encourages
Vietnamese to use Vietnamese goods and enhances the spirit of Vietnamese during the
prevention of COVID-19 among Vietnamese all over the world
2
 With the higher percentage than we expected, 49% (compare to 35%), in the customers
decide to support the campaign once they know about it

Or the product if Biti’s brings out their new premium high-end products 43% (100% people
answers, including who just know about it and see the sneaker of the campaign image, they
decide to buy it in the future 21%)

Summary & Recommendation 

a. Summary

In conclusion, most of respondents say that they wear shoes for walking, playing sports or
doing exercise so they think shoes should have a nice form, comfortable wearing, smooth
movement and high durability. Moreover, almost all of them buy shoes because of its brand,
the fashion trend and clothing coordinates. When it comes to famous brands for shoes, they
immediately think about Nike and Adidas because both of them are so popular in the world
with nice designs, durability, smoothness and inspiration slogans. Besides, some of
2
respondents mention lesser popular brands such as Converse and Vans, they presume that
those two brands are very successful with their sneakers, they are classic, stylish and easy for
mixing clothes.

In focus group, when asking about what the respondents think of Biti’s as a long-standing
brand name, they all have used its products since they were kids, they used to wear sandal
which was colorful, cheap and durable; until Biti’s launches new products such as Biti’s
hunter in market of sneaker, some of them still believe Biti’s only produces sandals and small
price shoes, so it brings childhood memories to customers.

Furthermore, in both focus groups and questionnaires, shopping behavior are affected by the
price, design and brand; especially, KOLs or celebrities that appear on advertisement are not
really the strong motives for them to buy new product of Biti’s because the customer’s
buying behavior mostly depends on price and quality of shoes. Also, there are other factors
affected by shopping behavior of customers such as needs for a specific purpose like running,
mixing clothes, dancing, working out, etc. In addition, many participants are very interested
in the trend of personalization and are even following it. Since this trend reflects their
personality, according to everyone, making them a person with a distinctive color. Some
participants on the other hand, still don't like this trend because they believe there would be
people like them in this world.

About the message of the campaign, respondents in the survey often agree with meaning of
the campaign is not only for raising the brand image of Biti’s but also for society by claiming
that through this campaign, Biti's wants to convey national pride through the Covid-19
pandemic event at the same time calling on Vietnamese to use Vietnamese goods. However,
in the focus group, all participants pointed out that the campaign was very meaningful,
making a brand-to-consumer connection, they refused to purchase products since the
campaign was not practical, people feel that it only follows a trend but the trend is only valid
for a certain period of time.

b. Recommendations

Based on the research, some of these recommendations are listed below to help Biti’s
evaluate the satisfaction of customers and its expansion of business opportunity:
2
 ●  The target customer should mainly focus on young people aged 20 to 25, who like
wearing stylish or trendy sneakers with affordable prices.
●  The product needs to be improved by better quality material and more attractive
design. Biti’s should develop and apply more technology on their products to make
them more durable and smooth.
●   Biti’s needs to create a new design that can be easy for mixing clothes, the design
should be minimalistic with neutral colors such as white, gray and brown color, they
are all very suitable for casual clothes or bright colors like red and navy-blue to match
the wearer’s personality.

●   The campaign needs to be improved the marketing strategy by analyzing and

approaching target audiences; using social media to spread the campaign's message
more effectively and the marketing campaign has to make the message clearer such as
increase anti-pandemic spirit, not to be subjective and underestimate Covid-19. To
attract more potential customers and increase the brand image, companies should
make minigame and giveaway on social media.

Reference Lists:

1. Khái quát về ngành da giày Việt Nam - giay da nam tai ha noi [Internet].
Sites.google.com. 2015 [cited 25 September 2020]. Available from:
https://sites.google.com/site/giaydanamtaihanoi/khai-quat-ve-nganh-da-giay-viet-nam
2. Itaya T, Furuse Y, Jindai K. Does COVID-19 infection impact on the trend of
seasonal influenza infection? [Internet]. 2020 [cited 24 September 2020]. Available
from:
https://www.sciencedirect.com/science/article/pii/S1201971220303957#bib0035
3. Justine C. Vietnam reports first coronavirus cases [Internet]. TheHill. 2020 [cited 24
September 2020]. Available from: https://thehill.com/policy/healthcare/public-global-
health/479542-vietnam-reports-first-coronavirus-cases
4. Cục y tế. COVID-19 DASHBOARD [Internet]. Ncov.vncdc.gov.vn. 2020 [cited 24
September 2020]. Available from: https://ncov.vncdc.gov.vn/pages/viet-nam-1.html
2
5. VTV B. Sự hy sinh thầm lặng - 22/7/2020 - Video đã phát trên VTV1 | VTV.VN
[Internet]. BAO DIEN TU VTV. 2020 [cited 24 September 2020]. Available from:
https://vtv.vn/video/su-hy-sinh-tham-lang-22-7-2020-450076.htm
6. Y tế b. Công suất xét nghiệm COVID-19 của Việt Nam được nâng lên rõ rệt - Bộ Y tế
- Trang tin về dịch bệnh viêm đường hô hấp cấp COVID-19 [Internet]. Bộ Y tế -
Trang tin về dịch bệnh viêm đường hô hấp cấp COVID-19. 2020 [cited 24 September
2020]. Available from: https://ncov.moh.gov.vn/web/guest/-/cong-suat-xet-nghiem-
covid-19-cua-viet-nam-uoc-nang-len-ro-ret
7. Nga L. Bệnh nhân tử vong do suy thận sau ba lần âm tính nCoV [Internet].
vnexpress.net. 2020 [cited 24 September 2020]. Available from:
https://vnexpress.net/benh-nhan-tu-vong-do-suy-than-sau-ba-lan-am-tinh-ncov-
4155869.html
8. VIR V. ADB: COVID-19 impact cost 0.41 per cent of Vietnam’s GDP [Internet].
Vietnam Investment Review - VIR. 2020 [cited 24 September 2020]. Available from:
https://www.vir.com.vn/adb-covid-19-impact-cost-041-per-cent-of-vietnams-gdp-
74520.html
9. Company. Business - NYTimes.com [Internet]. Markets.on.nytimes.com. 2020 [cited
24 September 2020]. Available from:
https://markets.on.nytimes.com/research/markets/usmarkets/industry.asp?
industry=53223
10. Research A. Global Footwear Market to Reach $530.4 Billion by 2027: AMR
[Internet]. GlobeNewswire News Room. 2020 [cited 24 September 2020]. Available
from: https://www.globenewswire.com/news-
release/2020/05/13/2032784/0/en/Global-Footwear-Market-to-Reach-530-4-Billion-
by-2027-AMR.html
11. Ngọc K. Kinh doanh trực tuyến: từ xoay xở trong mùa dịch đến chiến lược dài hạn
[Internet]. Forbes Việt Nam. 2020 [cited 25 September 2020]. Available from:
https://forbesvietnam.com.vn/tin-cap-nhat/kinh-doanh-truc-tuyen-tu-xoay-xo-trong-
mua-dich-den-chien-luoc-dai-han-10851.html
12. Footwear W. Footwear consumption to decline 22.5% in 2020 [Internet]. World
Footwear. 2020 [cited 25 September 2020]. Available from:
https://www.worldfootwear.com/news/footwear-consumption-to-decline-225-in-
2020/4746.html
2
13. Vietnam B. Campaign: Bitis - Canvas of Pride - Tự hào Made In Vietnam [Internet].
Brands Vietnam. 2020 [cited 25 September 2020]. Available from:
https://www.brandsvietnam.com/campaign/432-Bitis-Canvas-of-Pride-Tu-hao-Made-
In-Vietnam
14. Gummerus J, Liljander V, Weman E, Pihlström M. Customer engagement in a
Facebook brand community. Management Research Review [Internet]. 2012 [cited 21
September 2020];35(9):859. Available from:
https://www.emerald.com/insight/content/doi/10.1108/01409171211256578/full/html
?src=recsys&journalCode=mrr
15. Nimako S. Linking quality, satisfaction and behaviour intentions in Ghana's mobile
telecommunication industry. European journal of business and management
[Internet]. 2012 [cited 21 September 2020];4:2. Available from:
http://www.academia.edu/download/29441162/Quality_-Satisfaction-and-Behaviour-
Intentions-in-Ghanas-Mobile-Telecommunication-Industry.pdf
16. Belanche D, Casaló L, Guinalíu M. Website usability, consumer satisfaction and the
intention to use a website: The moderating effect of perceived risk. Journal of
Retailing and Consumer Services [Internet]. 2012 [cited 21 September
2020];19(1):124-132. Available from:
https://doi.org/10.1016/j.jretconser.2011.11.001
17. 1.     Bhasin H. SWOT of Coca Cola [Internet]. Marketing91. 2019 [cited 22
September 2020]. Available from: https://www.marketing91.com/swot-coca-cola/
18. Rygielsk C, Jyun-Cheng W, C.Yen D. Data mining techniques for customer
relationship management [Internet]. sciencedirect. 2002 [cited 12 December 2020].
Available from:
https://www.sciencedirect.com/science/article/pii/S0160791X02000386 
19. Lotich P, Lotich P. What is the Purpose and Advantages of Focus Group Interviews?
[Internet]. Social Media Today. 2011 [cited 12 December 2020]. Available from:
https://www.socialmediatoday.com/content/what-purpose-and-advantages-focus-
group-interviews 
20. Foley B. Benefits of Using Secondary Data Analysis for Your Research [Internet].
Alchemer. 2018 [cited 12 December 2020]. Available from:
https://www.alchemer.com/resources/blog/secondary-data-analysis/ 
2
21. PMC E. Europe PMC [Internet]. Europepmc.org. 2020 [cited 26 September 2020].
Available from: https://europepmc.org/articles/PMC3149080/
22. Top Reasons Surveys Are Important For Market Research - Obsurvey | Obsurvey -
Free Online Survey Maker - No.1 Web Survey Software [Internet]. Obsurvey - Free
Online Survey Maker - No.1 Web Survey Software. 2020 [cited 25 September 2020].
Available from: https://obsurvey.com/blog/5-top-reasons-surveys-are-important-for/
23.  Guide to the design and application of online questionnaire surveys. [Internet].
PubFacts. 2020 [cited 26 September 2020]. Available from:
https://www.pubfacts.com/detail/28804676/Guide-to-the-design-and-application-of-
online-questionnaire-surveys
24. Cain Á. Shoppers are now willing to drop hundreds of dollars on sneakers - and they
might need to spend even more in the future [Internet]. 2019 [cited 2020Dec12].
Available from: https://www.businessinsider.com/sneaker-prices-costs-expensive-
shoes-footwear-2019-7 
25. Vu T. Xô đẩy, chen lấn là cách giới trẻ mua giày hiếm tại Việt Nam? [Internet].
ZingNews.vn. Zing; 2020 [cited 2020Dec12]. Available from: https://zingnews.vn/xo-
day-chen-lan-la-cach-gioi-tre-mua-giay-hiem-tai-viet-nam-post1104890.html  
26. Brands Vietnam. Bitis Hunter - Thắng trái tim, thắng tất cả [Internet]. Brands
Vietnam. 2016. Available from: https://www.brandsvietnam.com/9489-Bitis-Hunter-
Thang-trai-tim-thang-tat-ca 
27.  Huyen My. Cuộc cách mạng trắng Biti’s: đánh vào lĩnh vực trắng tay [Internet].
Cafebiz.vn. 2017. Available from: https://cafebiz.vn/cuoc-cach-mang-trang-cua-bitis-
cach-de-thuong-hieu-danh-vao-linh-vuc-minh-hoan-toan-trang-tay-va-thanh-cong-
vang-doi-20170105093642068.chn
28. Vietnam B. Campaign: Bitis - Canvas of Pride - Tự hào Made In Vietnam [Internet].
Brands Vietnam. 2020 [cited 12 December 2020]. Available from:
https://www.brandsvietnam.com/campaign/432-Bitis-Canvas-of-Pride-Tu-hao-Made-
In-Vietnam  
29. 2. [Case Study] Học được gì từ hành trình truyền cảm hứng “Proudly Made in
Vietnam” của Biti's Hunter giữa bão Covid-19? [Internet]. Marketing Admicro. 2020
[cited 12 December 2020]. Available from: https://marketingai.admicro.vn/case-
study-hoc-duoc-gi-tu-hanh-trinh-truyen-cam-hung-proudly-made-in-vietnam-cua-
bitis-hunter-giua-bao-covid-19/ 
2
 30. Be đồng loạt “bắt tay” với Biti’s, MoMo, tham vọng tạo liên minh Việt đấu lại ông
lớn nước ngoài [Internet]. Cafebiz.vn. 2020 [cited 12 December 2020]. Available
from: https://cafebiz.vn/be-dong-loat-bat-tay-voi-bitis-momo-tham-vong-tao-lien-
minh-viet-dau-lai-ong-lon-nuoc-ngoai-20200725115609205.chn 

Appendix

1, The questionnaire focus group

Moderator: Phuong Anh

Take note: Duy & Minh Anh

Record: Đăng & Hoàng Anh

Section  Description
1: Introduction & warm-  Moderator’s self-introduction:
up ( 10mins)  Thanks to the respondents for
2
 deciding to engage in the study
 Notify the audio , video and observation
 Reassure secrecy
 No correct or wrong answers; feel free to
express your opinions;
 Brief introduction to the intent of the topic 
 Respondent’s introduction:
 Yourself? Hobbies/leisure?
 Your hobbies/interest?
 What social media you are following? What
do you use those kinds of social media for
(information, following trends, or shopping,
etc.)
 What kind of shoes are you wearing and at
what occasion?
 Do you like sneaker?
 Can you tell me some footwear brands?
 As a national footwear brand, recently, Biti’s
have a campaign “ Proudly Made in
VietNam, have you already known this
campaign ?
 Have you already bought product from this
campaign?

 Discuss around the table – try to understand where they are

coming from
Section 2: Competition  A. What are your opinions on the following
(20 mins) brands/companies? 
a. Nike
b. Adidas 
c. Converse 
d. Vans 
 When it comes to such big brands, what's the
first thing that comes to your mind? (using 3
2
 words to describe these brands respectively) 
 Are these brands successful? Why?
 B. How would you rank the companies, including
Biti’s, with first being the best and fourth being the
worst? (Of these five brands, including Biti's, when
it comes to sneakers you will remember the first
one?)
 a. Why would you rank them in that order?
  b. What makes a sneaker brand appeal to
you? 
 C. What is your opinion on Biti’s identity within the
marketplace vs. it’s competition? 
 a. Where is Biti’s excelling, or where is it
failing?
Section 3: Marketing  For you, which idol often affects your buying
strategy (20 mins)( How habits? 
using celebrity affect  If yes,Do celebrity endorsements make you perceive
during PR process?) a sneaker brand as being better, more high-quality?
 Do you find other types of advertising more or less
effective than celebrity endorsements?
 If they don’t have idol, which elements affect to
their shopping behavior and why?
Section 4: Message of  Watch the video which summary all of executive
Campaign (15 mins) process of this campaign
 What do you think the message Biti’s want to
express through the campaign?
 How do you feel about these messages?
a. To the biti’s
b. To the audience 
Section 5: Be unique  As far as I know, today's young people tend to want
(15mins) to own things for themselves, so what do you think
( Why Biti’s applies the about this personalization trend?
personalization trend?)
2
  As far as I know that, in this campaign, Biti's use
telling stories through pictures design to message the
insight to audiences. So what are you feeling about
Biti's execution?
Section 6: Close-ended (5 1. Do you use this product?
mins) 2. Would you say you are satisfied with the
performance of this product?
3. Would you recommend this product to a friend?

Wrap-up (5 mins)    Before you leave, is there anything else that you
want to ask or add?
 Thank you again for joining the discussion with us
today.

2,Transcript:

20-10: Group 1

As we can see in the video, this campaign was launched to improve the VieThảo
Nguyênamese spirit of national solidarity. Do you guys know that our country has
overcome the Covid-19 pandemic quite soon? So can you guys introduce yourself?

Ngân: My name is Ngân, student of University of Technology and Education

Thảo: I’m Thảo, student of Pham Ngoc Thach University of Medicine (19 years old)

Phương Anh: I’m Phương Anh, junior of University of Economics of Ho Chi Minh (19 years
old)

Tiến: I’m Tiến, student of University of Economics of Ho Chi Minh (19 years old)

Thảo Nguyên: I’m Thảo Nguyên, student University of Economics of Ho Chi Minh (20 years
old)

Ngọc Hà: I’m Ngọc Hà, student of University of Economics of Ho Chi Minh (19 years old)

Interest:
2
Tiến: play games, sometimes I play sports

PHƯƠNG ANH: listen to music

Thảo: watch movies and using Facebook

Ngân: play games and watch movies

Which social networks do you usually use?

Tiến: Facebook, Instagram sometimes

PHƯƠNG ANH: Youtube, Instagram, Facebook and LinkedIn

Thảo: Youtube, Facebook, Twitter sometimes and Instagram

Ngân: Tiktok, Facebook and Instagram

Do you use social media for shopping?

Tiến: I just using social media for checking newfeeds

As you all know, shoes are necessary for human, so may I ask you what you wear shoes
for? For example, you wear sneaker for what purpose?

Ngân: I wear sneakers for walking and hanging out with my friends and I don’t wear high
heels.

Thảo: I wear sport shoes for PE class and walking.

Phương Anh: I wear high heels for usual and wear sneakers for doing exercise.

TiếnI use two types of sneaker, one for walking and one for playing sports.

I can see that everybody likes sneakers so can you tell me some famous sneaker’s brand.

Phương anh: Nike, Adidas

Thảo: Nike, Adidas and Biti’s

Ngân: Nike, Adidas and Biti’s

2
Tiến: Nike, Adidas and Biti’s

I’ve heard that you guys mentioned a lot about Nike and Adidas, can everybody use
three words to describe your feelings and your impression about these brands: Nike,
Adidas, Biti’s, Converse and Vans?

Thảo: nice form, comfortable to wear

Phương Anh: About Nike, I feel comfortable when going to out to school or work. About
Adidas, I wear for running because of its smooth movement and it can support my heels

Ngân: I usually wear shoes that have a smooth movement and high durability.

Usually, in your opinion, what is the best shoe in terms of smoothness với durability?

Ngân: For me it’s Nike

Tiến: I think it's good for Nike to take it around, but when it comes to sports, Adidas is still
better.

In your opinion, are those brands successful in promoting or in their strength like
Adidas is good at sport shoes?

Tiến: Two companies are successful in terms of advertising because of their strengths

Ngân: I rarely see the ads

(Moderator: It’s not the ads, for example, people knows that Biti’s is a national brand.
Do you see it succeeding in the footwear sector)?

Ngân: yes, I think so

(Moderator: Why do you think so?

Ngân: Many people including me is using their product.

Thảo: Yes, I think so too, it depends the popularity of the brands, you can see them
everywhere you go.
2
Phương Anh: Yes, I think so too, because Nike and Adidas have already been the two leading
brands. If they both fail, no brand can surpass them.

Among the 5 brands above I mentioned (Converse, Adidas, Nike, Biti's, Vans), when it
comes to sneaker, which brand is the first.

Thảo: I think it’s Nike

Phương Anh: Nike

Ngân: Nike

Tiến: Adidas

Why do you think Adidas stands out from the rest?

Tiến: Because I like playing sports more than walking so I prefer Adidas over other brands.

(Moderater: How about you Ngân, why do you like Nike?)

Ngân: Because I’ve really liked its style and high quality for a long time, also, people that I
knew uses Adidas more than others

Thảo: Because of its durability and high quality

Phương anh: Because of its design, materials with marketing campaigns and an inspirational
slogan “Just do it”

You have mentioned about durability, so the durability will help people trust those
brands the most, right? Do people also care about the price or customer service?

All: Yes

Is Biti’s the national brand of the footwear industry

Phương Anh: Yes of course

2
In the video, we could see that Biti’s invited many KOLs, actors and celebrities such as
Đông Nhi and Noo Phước Thịnh for brand promotion. Do KOLs effect to your buying
decision?

Tiến: They usually don’t effect to my buying decision or needs although I like the product

Ngân: If they are my idol, they will effect to my buying decision

Thảo: If they are my idol, they will effect to my buying decision

Can you name a few of the artists that influenced your buying decision

Thảo: BTS and Sơn Tùng MTP

PHƯƠNG ANH:

There are no KOLs effect to my decision, it depends on the form, style and my needs

Tiến: There are no KOLs effect to my decision, I am not like person who follows his idol

As we know, famous artists and KOLs influence to our buying decision. Do you have
any comments about Đi để trờ về campaign, which is represented by Sơn Tùng?

Ngân: I think it’s normal because I am not a fan of Sơn Tùng

Thảo: When I saw the video, that's when I needed to buy new shoes so I bought them

Phương Anh: I remember that campaign was a long time ago, I only remember Street
inspiration campaign, I really liked it so I bought them

Then, besides the need, is there anything else that makes you want to buy immediately?

Tiến: The most important thing is still money

Does Biti's pricing have any impact like it fits everyone's pockets

All: affordable price

2
What do you think about the message in video?

Tiến: I think the message is that Vietnamese people use Vietnamese products, I think that this
campaign is not really about culture, it is about spreading the Vietnamese spirit in Covid-19
prevention

Phương Anh: the video raised the pride and a positive meaning that each person must raise
the sense of protection of themselves and the community to prevent the spread of diseases.

Thảo: This campaign calls to support Vietnamese product

Ngân: This campaign calls to support Vietnamese product and encourages the spirit of
Vietnamese

So, what do you feel this message means to Biti's?

Tiến: For person who doesn't care much about Biti's like me, I think Biti’s is successful
because I don't know Biti's through sneakers, it's because this campaign made me know about
it.

Phương Anh: I think in this campaign, Biti's competitive advantage is very high because it
launches products with new details and does not follow the market trend, they only focus on
the pride of Vietnamese people. The Covid-19 outbreak is a great opportunity so I can be sure
that Biti’s revenue will be very high

Hà: There are many sneakers in the world, but Vietnamese young people are increasingly
preferring sneaker from big brand so Biti's wants to create sneaker that is suitable with young
people but still meaningful, not for beauty

Thảo: This campaign helps Biti's to confirm its position in the Vietnamese market

Ngân: In my opinion, the campaign to create a beautiful image in the eyes of consumers, as
well as affirm the quality of Made in Vietnam shoes, (Moderator: why do you think so?)
because I see a slogan’s meaning is proud Vietnamese people.

Thảo Nguyên: Biti's create an image that is closer to young people with its brand affirmation,
Biti's want to create a more youthful and more dynamic image than in the past
2
For a viewer and a customer, what do you feel about the message?

Phương Anh: I feel touched because it deepens my emotions and motivates me to think that I
should support Vietnamese goods rather than using other foreign brands.

Tiến: It has a great meaning with the motif of the story, which is very unique. It is very
special to sneakerhead, and has a great childhood meaning for Vietnamese people, when I
was a child, I used to read comics. Makes me want to return to my childhood

Thảo: In my opinion, Bit'si has a new unique design and the content of the video elevates the
Vietnamese spirit

Ngân: I find it normal to use Covid 19 in my campaigns because I have a lot of people but I
like the design of the comic theme

Hà: For young customers, they do not like to be look alike, so the new model have to produce
different styles or colors to meet the demand

I see that many of you talk a lot about the designs, they are based on the Personalization
trend, I wonder if you guys follow this trend?

Tiến: I do not like to follow that trend because there will be someone who has have the same
idea as me, I also recognize the personalization trend is unique.

Phương Anh: I find it very interesting, (Moderator: do you follow trends?) because each
person is a unique body so the trend should be stronger so that everyone can find their
strengths and weaknesses

Thảo: I like personalization because I’d like to be unique

Ngân: Everyone wants to stand out from the crowd, so I like this theme

Hà: I like personalization, everyone wants something unique, made only for them

Thảo Nguyên: I think Biti’s focus on young people’s mind, they like expressing thierir own
personality and I is one of them (Moderator: Do you find the design this time attractive or
not?) Yes, but a little flashy, basically the design is a bit difficult to coordinate with basic
style clothes, so I am not really like it
2
Tiến: Because it is so unique, I find it difficult to match the clothes, like a mix of color and
very challenging for me so I don’t like it

Phương Anh: This style is not for me; I just find it beautiful

Thảo: I don’t actually like this style

Ngân: I feel suitable for me because I am a strong personality person

Hà: it suits my personality, like it has a story for that sneaker (Moderator: do you intend to
have a pair?) not yet, I mean that there is a distance between perception and behavior, so if I
choose to buy it, I will consider many things. (What influence on your buying decision?)
the first priority is convenience when used in many cases, second is price

Thảo Nguyên: (shopping demand) first its function is like when going to school, shoes are
smoother, second is the combination of that pair is easy to match color scheme or not
(Moderator: Does the price affect to your buying decision?) I rarely see the price tags

So you (Ngân) said you liked this product line this time, so do you intend to buy yourself
a pair?

Ngân: I intend to buy a pair

When brands usually invite celebrities to advertise them, does it affects your buying
decision?

Hà: Celebrity is very influential in advertising, but not enough, because the brand's story
must be related to that celebrity's insight to affect customers' psychology.

THẢO NGUYÊN: I buy things based on product’s performance so I don’t care much about
KOLs. (Moderator: So are there any celebrities that affect you?) No, I’m very steady

Hà: From my objective point of view, the way famous people talk about the product will
influence our buying decision (Moderator: So are there any celebrities that affect you?)
There was a time when Huong Giang advertised Biti's so I ordered a pair of sneaker but had
problems so I couldn't buy it, but I honestly had a buying behavior.
2
Would everyone of you want to own a pair of shoes for this campaign?

Thảo: This sneaker doesn't suit my taste so I won't buy it

(Moderator: Would you introduce this campaign to your friends to support?)

Ngân: yes

Thảo: I’d definitely recommend to my friends

Hà: Yes, because its design looks good, on the other hand Biti's hunter's always stick with the
slogan that cherishes Vietnamese feet and more affordable than global sneaker

Thảo Nguyên: I don't think I need to buy a new pair, but if I recommend yes, because I like to
support domestic products

Tiến: I will not buy it because it is not suitable for me, but I would recommend it because this
campaign I think is quite good, it gave an impression to me and I want everyone to have the
impression as me

Phương Anh: If I feel sad one day, I will renew myself, I will buy those shoes and introduce
that campaign to those with strong personality

Do you think Biti's popularity in people's hearts has improved or not? Can you believe
in using this product or not?

Ngân: There is a little but I still have to consider before buying

Tiến: In general, I think Vietnamese products can compete with other global brands
(Moderator: Are you satisfied with this campaign?) Yes, absolutely

Thảo: I've got a pair of Biti's hunter's that have been great until now

Hà: I’m satisfied with this campaign (Moderator: If there is another campaign, do you
believe in using the product?) If Biti’s has a new campaign, I must consider the story and
the way they approach targeted customers.

THẢO NGUYÊN: Since seeing the advertisement, I've been attracted by it.

22-10: Group 2
2
So do you guys have any hobbies in your free time?

Kiet: I’ll just lie on my bed and surf Facebook

Thang: I’ll play games, read some books and news, surf on social network sites

Nguyen: I will hang out or sleep

Minh: same as Nguyen, sometimes watch anime and read manga with my friends.

Do you often use social media sites like FB, Instagram, Twitter and Youtube?

Thang: yes, I do

Kiet: I just use FB but not much

Nguyen: I use FB and Instagram more

Minh: I use all of them everyday

So do you often you those social media sites for online shopping?

Thang: if it is just for online shopping, I’ll use Shopee and Tiki

Kiet: I would rather go to the store than online shoping

Nguyen: I often use Shopee and Tiki

2
Minh: I’ll use Tiki

As you guys have already known shoes is an important thing to everyone, so when will
you wear your shoes? And what kind of cloths will go with these shoes?

Minh: I prefer wearing Converse and half-boot for comfortability, when hanging out,
studying physical education, and it’s up to what I’m wearing.

Kiet: I’m a simple man, wearing any shoes I have with T-shirt and Jean when going outside. I
have been wearing like this for 2 years

Nguyen: I’d love to wear sport shoes and cloths when going outside.

Thang: if it is for going out with my friends or going to class, I will choose sandal for
convenience. But if it is for special occasion like dating, traveling, I’d rather choose sneaker
for formality and comfortability.

Which brand of sneaker do you often use?

Nguyen: Adidas, Nikes for its quality, consonant and style

Thang: Biti’s for its high quality and low price compare to famous brands like Nikes, Adidas,
Converse

Kiet: I don’t have any particular liking for any sneaker brands, my shoes and sneakers are
Nikes, Under Armour, Adidas, and they are all gifts from my family.
2
Minh: Adidas as it is a famous sneaker brand and I have worn it since high school

Do you think Biti’s is a national brand?

Minh: yes I do, I usually use Biti’s shoes when I was a kid, Bitis’s is a famous brand, I think,
especially after the Biti’s Hunter series model came out, it became more renowned

Nguyen: To me Biti’s just a sandal brand. I often wore sandal on my childhood, but the more
I grow the more I wear sneaker than sandal

Thang: I think Biti’s should become a national brand in Vietnam. Biti’s has already been
known for its quality, durability and style for children. Then they began to produce and
develop sneaker, I think their sneakers are nice, suitable with high school and university
student.

Kiet: When it comes to Biti’s, I myself already had a good memory about it on my childhood.
My feet is kinda big, at that time just Biti’s sandal can fit me. Its price is becoming cheaper
and cheaper to many people. I think Biti’s is a national brand in Vietnam

Have you ever heard about their recent campaign for Hunter series model, called
“Proudly made in Vietnam”?

Minh: no, I haven’t

Nguyen: me, too. But I know their previous campaign

Kiet: I have heard it a lots on Spotify promotion

2
Thang: yes, I have

So I’ll open their video about this campaign for those who don’t know – Watching the
Video

Mention to Converse, Nike and Adidas, can you talk about your feelings about your
favorite brand through 3 words?

Nguyen: Adidas: durable, comfortable, style

Thang: Biti’s: durable, high quality, low price

Minh: Adidas: beautiful model, customizable

Kiet: Adidas and Nikes: convenient, enduring, affordable

Do you think your favorite brand is a successful brand?

Nguyen: kinda success

Thang: just in Vietnam, Biti’s have already been renowned in our country for years, they
occupy a particular share in the market shoes and have a place in the ranking board compare
to other famous brands like Nikes or Adidas

Minh: I think it is quite successful as people have known it for a long time
2
Kiet: to me Nikes or Adidas, they are very successful in sneaker market since they have their
own special model for their customer likes Ultraboost and Standsmith. Adidas has their own
popular sneaker for Messi and Ronaldo, while Nikes has many sneakers for basketball likes
the Jordan model. When talking about basketball sneaker you will immediately think about
Nikes, it has become a trademark not just an ordinary fashion accessories.

Nguyen: yes, Nikes and Adidas have already extended and overspread all over the world.

So when mention about sneaker which brands will spring into your mind?

Minh: Converse or Van

Nguyên: Converse or Van

Thắng: Adidas

Kiệt: Converse or Van

Why do they first appear on your mind?

Nguyen: because it is a fashion more than sport accessories

Minh: simple, style, popular, easy to mix and match

2
Kiet: because sneaker is the most successful product of these 2 brands

Thang: I just like it :v

In Vietnam market, how do compare the popularity of Biti’s to other brands?

Minh: international brands still have the bigger parts

Kiet: Biti’s is becoming more and more popular to everyone in VN

Nguyen: Biti’s is still have a bigger proportion in shoes for children market, but for high
school to college student international will be more suitable and get more percentage in the
circle.

Thang: Biti’s is having an even trade with world big brands, and the appearance of Biti’s on
people’s feet is becoming more and more, our national brand maybe lose at the present but
they are shortening the gap between other worldwide brands

Do you think brand ambassador will affect consumer buying behavior, especially when
they are used for PR the new campaign or product?

Kiet: I think it does, because if Son Tung appear, he will attract a large number of buyers

Minh: Yes, since their fan see their idol advertise for the brand, they will buy more products
of the brand
2
Nguyen: No, it depends on many other factors

Kiet: Yes and no, since sporty people will be affected, but buying for their idol is not a wise
choice as it will depend on your taste, affordability and preservation.

So the certification of the product from the famous people will make the brand better in
your eyes?

Minh: yes, I’ll feel it is trendy, fashionable, and makes me want to buy it more

Kiet: yes, famous sport person affected me very much

So how do you guys think about the price of Biti’s sneaker?

Minh: cheap

Nguyen: not too expensive

Thang: high quality but low price vey suitable for college student

Kiet: reasonable, cheap compare to other brands, especially when it is for sales

3, Questionnaire of survey:
2
2
2
4, Data of survey:
2
2
2
2