Marketing Insight_BH00088

ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 12: Marketing Insights and Analytics

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I. Introduction:

As an analyst at Bitis Group, in this assignment, I will be analyzing consumer's decision-making process and help the organization to adapt its marketing mix and enhance the customer experience. In part A, I wil select the main competitor of Bitis - Ananas in order to investigate characteristics and influences on consumer decision-making processes in the two organisations. And in part B, I design a customer experience strategy for Bitis to enhance customer experience to meet marketing opportunities.

II. Explain decision-making process

2.1. Need recognition:

Need recognition is the perception of a difference between the desired state of affairs and the actual situation sufficient to arouse and activate the decision process. Need recognition referred to as problem recognition, occurs when consumers perceive a difference between their current

state of affairs and some desired or ideal state. Need recognition, therefore, depends on the discrepancy between the consumer's current situation and the situation in which the consumer wants to be. A need is recognized when the discrepancy meets or exceeds a certain threshold, although this does not necessarily imply immediate action.

For example, a consumer feeling hungry (the actual state) would like to eat (The need recognized) to satisfy the hunger (the desired state). The consumer may, however, feel like eating Don’s chicken and decide to wait until leaving for home to purchase Don’s chicken although there are a number of fast-food outlets or cafe’s within a short walking distance from the office (delayed action, although the need was recognized)

Two different types of need recognition styles can be identified among consumers, namely actual state or desired state types. Actual state types refer to need identification as a result of current

unsatisfactory product performance, for example, a wristwatch failing to keep accurate time. Desired state types refer to problems and need recognition for something new that may trigger the decision-making process. Add to the above by stating that needs can either be active or inactive, whereas active needs imply that consumers are aware of the need or will become aware thereof in the normal course of events. Inactive needs simply represent needs the consumer is not yet aware of.

The need recognition can also be viewed as an “opportunity recognition” when the consumer’s ideal state is moved upwards. For example, a consumer who has always been satisfied with HI fi at home may recognize the need for better, high-quality Hifi after listening to a better-quality system from a friend.

2 Information searching:

When researching their options, consumers again rely on internal and external factors, as well as past interactions with a product or brand, both positive and negative. In the information stage, they may browse through options at a physical location or consult online resources, such as Google or customer reviews.

Your job as a brand is to give potential customer access to the information they want, with the hopes that they decide to purchase your product or service. Create a funnel and plan out the types of content that people will need. Present yourself as a trustworthy source of knowledge and information.

Another important strategy is word of mouth since consumers trust each other more than they do businesses, make sure to include consumer-generated content, like customer reviews or video testimonials, on your website.

Example: The customer searches “women’s winter coats” on Google to see what options are out there. When she sees someone with a cute coat, she asks them where they bought it and what they think of that brand.

2.3. Alternatives evaluation

At this point in the consumer decision-making process, prospective buyers have developed criteria for what they want in a product. Now they weigh their prospective choices against comparable alternatives. Alternatives may present themselves in the form of lower prices, additional product benefits, product availability, or something as personal as color or style options. Your marketing material should be geared towards convincing consumers that your product is superior to other alternatives. Be ready to overcome objections e.g., in sales calls, know your competitors so you can answer questions and compare benefits.

2.4. Purchase decision

This is the moment the consumer has been waiting for: the purchase. Once they have gathered all the facts, including feedback from previous customers, consumers should arrive at a logical conclusion on the product or service to purchase. If you’ve done your job correctly, the consumer will recognize that your product is the best option and decide to purchase it.

Example: The customer finds a pink winter coat that’s on sale for 20% off. After confirming that the brand uses sustainable materials and asking friends for their feedback, she orders the coat online.

2.5. Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the consumer and the seller. As a seller, you should try to gauge the following:

 Did the purchase meet the need the consumer identified?

 Is the customer happy with the purchase?

 How can you continue to engage with this customer?

Remember, it’s your job to ensure your customer continues to have a positive experience with your product. Post-purchase engagement could include follow-up emails, discount coupons, and newsletters to entice the customer to make an additional purchase. You want to gain life-long customers, and in an age where anyone can leave an online review, it’s more important than ever to keep customers happy.

III. Analysis of characteristics of the Bình tiên Company - BITIS

3.1. About Bitis:

Biti's or Binh Tien consumer goods manufacturing company is one of the most ancient and famous corporations in the Vietnam footwear business, established in District 6, Ho Chi Minh City in 1982 Products from this local brand were proudly in 'High Quality Vietnamese Goods" and "Vietnam National Brand

After more than 39 years of production and business activities with many ups and downs and challenges Biti's has grown and developed with the country, becoming a prestigious, reliable and familiar brand to consumers, is the pride of Vietnamese people about a "National Brand" in the prestigious and quality footwear manufacture.

Biti'sHunter: In keeping with the purpose of cherishing Vietnamese feet, the quest to conquer new consumers officially begins with the goal of presenting a youthful, modern, and magnificent breeze while retaining the long-standing reputation of quality.

3.2. Analysis of characteristics of the Bình tiên Company - BITIS

In the past, Biti’s adopted the mass targeting strategies that targeted all types of customers in the market. All Vietnamese people became potential customers, and the company could meet any demands with single-designed sandals for kids and adults (Nguyen, TD 2012). However, by the time, this approach resulted in the brand stereotype of “obsolete” and “brand of parents, not for the youth”. The release of Biti’s Hunter in 2019 witnessed the shift in the strategy from mass targeting to differentiated marketing (Tomorrow Marketers 2020).

Before the release of “Di De Tro Ve 3”, Nguyen Phu Cuong, Biti’s brand manager, had given Vietcetera (2018) an interview about the product. He said that in general, Vietnam’s footwear market was separated into three segments: 1) international brands for the high-end including Adidas, Nike and Converse, 2) middle sectors for low-tomiddle income but prefer branded products rather than fake ones, and 3) low-end sector for cheap products with low quality.

He adds that due to the lack of competitors in the middle sector, Biti’s realized the opportunity for Bitis Hunter. Vietnamese consumers need a product that has affordable price-tags, highquality production, and designs that fit to their personality (Phung 2018). Biti’s has divided the middle sector into two targeted segments:

1) Young travel lovers:

The first segment is young travel lovers, who are 20-to-30 years old. The actors’ smiles implies their happiness to go far from home/workplace to experience and learn new things; they are active people and love travelling. By looking at the male actor’s casual outfit, his income might be in between $200- $500/month, a popular rate for young people in Vietnam. He can be an office-worker. He does not have families by his side, but he has friends around him. This can imply that this person is living away from his hometown. His bright hair shows that he is fashionable; he cares about his outlook and how people think about him. He belongs to the “look-at-me” group. The dirty shoes indicate that he travels a lot, so he might prioritize the quality over the designs of shoes.

2) High school and university students:

The fourth market segment is High school and university students, these people are usually in the age group from 15 to 25 years old. This segment has the lowest income compared to other segments, as most of them still rely on families’ financial support. As this age group is still young and have used many fashion brands, they love trying new things, especially with clothes and footwears. Although their income is limited, they are a type of consumer that cares about the brand name of the products

The reason for the choice of “young travel lovers” and “high-school/university students” is that the targeted segments are substantial, profitable, and differentiable to competitors. These groups are sizable, as they have accounted for a large part of the population. Additionally, they like branded and premium fashion goods at affordable prices. While a Nike pair of shoes requires a minimum budget of 2-3 million VND, Biti solves all customers’ pain points by products that are beautifully designed, durable, and affordable with around 600.000 VND/pair. The personality and preferences of these two segments match with the strength of Biti’s Hunters X: cheap, branded, and reliable. It is also important to note most competitors in the market did not have any products that satisfy the purchasing power and the needs of these two groups at that time.

One of the reasons for the choice of young travel lovers is the company’s objective. The brand has positioned itself as the brand for the youth and young people to travel, learn and experience. Hunter X 2k18 was built based on the brand insight that is “Go far to go home” (Phung 2018) meaning that “if you want to return home, you must start going. Going far allows you to learn, experience, and when you return home, you are grown-up, you would understand the importance of home, and the journey of returning home”. The segment that matches with this insight is the young travel lovers. They are young, active and crave for going far, for experiencing to return home.

For Hunter X 2k18, Biti’s has used the concentrated targeting strategy to go after the large market share of the smaller segments. This is clearly evidenced by the background and the actors in the video “Di De Tro Ve 3”. Firstly, the background is set up with 6 young people travelling together, and the place is Dalat, one of the most well-known tourist attractions of Vietnam. The group of 6 young travellers with their colorful outfits implicitly indicated that the product is designed only for young people, especially for the two segments listed above. Biti’s brand manager, Phu Cuong also confirmed this targeting strategy. He explained that there were not many products that successfully satisfied these segments’ needs and wants; they demand for branded, high-quality products but with affordable prices (Phung 2018). Therefore, to capture the potentials, Biti’s had concentrated its resources to create Hunter X, which is affordable but well-designed, and high in quality.

=> Need, Want & Value of Biti: Biti's customers have a range of needs, wants, and values to which the brand must cater. Customers need comfortable and durable sneakers that can withstand daily wear and tear. They also want sneakers that are stylish and trendy, that reflect their personality and lifestyle. Biti's customer's value quality, affordability, and social responsibility. They expect the brand to use eco-friendly materials and ethical manufacturing practices.

In conclusion, Biti's Hunter's customers are diverse and have specific needs, wants, and values that the brand must consider in order to meet their expectations. By understanding their customers, Biti's Hunter's can continue to produce high-quality sneakers that appeal to a broad range of customers.

IV. Explain influences on buyer behavior:

There are many factors that influence the buyer behavior. Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants.

There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes a decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as cultural, social, personal and psychological factors.

4.1. Cultural:

4.1.1.

Culture has a profound impact on why consumers buy, since it affects the individual decisionmaking process, communication within a society and the specific products consumers purchase. More specifically, culture influences certain attitudes and behaviours, for example food and feeding habits, sense of self and space, dress and appearance, time and time consciousness, mental processes and relationships. From a need recognition perspective, culture influences product meanings through advertising and other marketing-dominated mediums, as well as other ways not influenced by marketing, yet important to the consumer.

For example, Consumer culture can influence feedback to marketers regarding satisfaction and dissatisfaction. Consumers from cultures where masculine (competitive) values prevail will, for example, evoke behaviors that are assertive and judgmental and have less concern for the feelings for others. On the other hand, consumers from cultures where there is a tendency for more tenderness and sympathy towards others and where assertiveness is not a desirable characteristic could be overtly moderate as far as providing criticism is concerned. It is therefore important for marketers to understand that culture does not only have an influence on consumer decision-making but also has an impact on the feedback they get.

Cultural

4.1.2. Subculture:

According to Assael (1995: 484), differences in values among groups in the same country refer to subculture and can be defined as: ".. broad groups of consumers who have similar values that distinguish them from society as a whole". members of a subculture possess customs, values and beliefs that distinguish them from other members of the same society, while still adhering to the cultural values, beliefs and behavioural patterns of the larger society.

In contrast to subculture, cross-culture refers to differences in values, beliefs and behaviour across countries. Schiffman & Kanuk (1997: 474) explain the relevance of viewing cross-cultural influences on consumer behaviour by stating that an analysis of the culture of other nations will provide clarity on the psychological, cultural and social characteristics of foreign consumers. An understanding of commonalities between cultures of different nations (and the differences thereof) will provide marketers with valuable information to sell products to consumers of other countries.

4.1.3. Social class:

There are lots of competing definitions of "social class." Some definitions use a numerical basis, such as wealth or income. Others use qualitative data, such as education, culture, and social status. While personal values/attitudes can have a greater influence on buyers' behavior than the amount of money individuals have access to, the concept of "social class" still influences many aspects of our lives, including purchasing behavior. For example, upper-middle-class Americans tend to prefer luxury cars.

4.2. Social: 4.2.1. Reference group:

Reference groups serve as a frame of reference for individuals in their purchase and consumption decisions and should therefore be considered as important input to the consumer decisionmaking process. Any person or group that serves as a point of comparison (or reference) for an individual in forming either general or specific values, attitudes, or behaviour". Reference groups are, furthermore, not limited by group size or membership nor does it require that consumers

should identify with a tangible group (for example owners of small businesses or golf professionals). Reference groups influence its members as follows: - They influence members’ values and attitudes. - They expose members to new behaviours and lifestyles. - They create pressure to choose certain products or brands.

4.2.2. Family

The family is formed by external influences on need recognition. Family is important to users' decisions for two reasons. First, many products are purchased by a family unit, such as both husband and wife (may include children) deciding whether to buy a new car or house. Second, other members of family can influence the purchasing decisions of individuals in the family, because For example, people who buy food from supermarkets may be affected buy what is preferred by other family members. Family is considered as one decision-making unit formed by a large number of products and services part of a family's daily life. Therefore, marketers should understand family decision-making to implement marketing strategies.

It is important to 'first clarify and explain the difference between the family and a household before considering different roles in family purchases and the influence of the family on individual decision·making.

The emotional bonding between family members is called cohesion. It reflects the sense of connectedness to or separateness from other members of the family. Adaptability refers to the ability of the family to change its structure, roles and rules in response to situational changes and developmental stress. The degree of adaptability re'flects the manner in which a family can meet challenges presented by changing needs. Communication portrays a facilitating dimension and is critical to movement on the other two dimensions. Positive communication skills, for example supportive comments and empathy, enable family members to share their changing needs as they relate to cohesion and adaptability, whereas negative communication skills (for example double messages and criticism) restrict the ability to share feelings and needs.

4.2.3. Role & status:

A person performs certain roles in a particular group such as family, club, organisation, and so on. For instance, a person may perform the role of senior executive in a firm and another person may perform the role of a junior executive. The senior executive may enjoy higher status in the organisation, as compared to junior executive.

4.3. Personal:

4.3.1. Age & Life cycle stage:

Different age subgroups of the total population of a country can form subgroups since different purchase behavior can often be distinguished between age groups as the demand for products and services shift during a person's life. For example ages 13 to 19 (recognising the need for a bicycle or motor cycle), ages 20 to 30 (relatively inexpensive small motor vehicle with low running costs), ages 30 to 40 (need recognized for a larger, family motor vehicle), ages 40 to 50 (more expensive, lUxury vehicle) and ages 50 and above (recognise the need for a reliable motor vehicle that will last for many years). This over-simplified example shows that subcultures, based on age, can be identified that will influence consumer behaviour in terms of decision-making and purchase behaviour

4.3.2. Occupation

The importance of occupation as an indicator of social class becomes clear when considering how often the question, "what do you do for a living?", is asked when people meet for the first time. The response to this question serves as a guide to infer about the life-style and, therefore, the social class of a person. The work people perform greatly influences their life-styles and is the single most important basis for according honour, prestige and respect. From a marketing perspective, occupation often serves as a tool to define a market for products, for example Waterman pens for professionals or vacation resorts for executives and professionals.

4.3.3.

Income Level:

Normally, higher the income level, higher is the level of spending and vice-versa. But this may not be always the case in developing countries, especially in the rural areas. When a person has a

higher disposable income, the purchasing power increases simultaneously. Disposable income refers to the money that is left after spending towards the basic needs of a person.

When there is an increase in disposable income, it leads to higher expenditure on various items. But when the disposable income reduces, parallelly the spending on multiple items also reduced.

4.3.4. Lifestyle

Lifestyle is an attitude, and a way in which an individual stay in the society. The buying behavior is highly influenced by the lifestyle of a consumer. For example when a consumer leads a healthy lifestyle, then the products he buys will relate to healthy alternatives to junk food.

4.3.5. Personality:

Personality and other related characteristics affect the way people behave, period. And that also goes for our behavior as consumers. As consumers, we tend to buy not only products that we need, but those we see as being consistent with our "self-concept." In other words, we generally want our products to match, or to blend in, with who we think we are

4.4. Psychological:

4.4.1. Motivation

Motivation actually becomes a considerable defining factor influencing a person’s buying behavior. A popular motivation theory is Maslow's theory of hierarchy of needs in which he developed a model that lays the foundation for 5 different levels of human needs where he lays the base with psychological needs and moves on to safety needs, social needs, esteem needs and finally heading to self-actualization needs. Amongst these requirements, our basic requirements and security needs are generally put above all needs.

For instance, The U.S. Army’s famous “Be All You Can Be” slogan and advertising campaigns encouraged young adults to join the army (self-actualization).

4.4.2. Perception

Our perception is shaped when we gather information regarding a product and examine it to generate a relevant image regarding a certain product. Whenever we see an advertisement, review, feedback or promotion regarding a product, we form an image of that item. As a result, our perception plays an integral role in shaping our purchasing decisions.

Being in the times where we are gathering constant information by simultaneously surfing through the Internet, watching TV, and exploring through our cell phones, the perception we gain through all these resources plays a definite role in regulating our consumer behavior.

4.4.3. Learning:

It refers to changes in individual behaviour that are caused by information and experience. For example, when a customer buys a new brand and is satisfied by its use, then he/she is more likely to buy the same brand the next time. Through learning, people acquire beliefs and attitudes, which in turn influence the buying behaviour.

4.4.4. Beliefs & attitude

Beliefs and values are considered accumulated feelings and priorities of consumers regarding possessions and "things". Consumer's mental and verbal statements reflecting their knowledge and assessment of something (for example a person, brand or store) form their beliefs. Values are also seen as beliefs but differ in a number of ways. They are relatively few, are difficult to change, are not tied to specific situations and objects, offer a guide for appropriate behaviour in accordance with the culture and are widely accepted by the members of society.

V. Evaluate influences on buyer behavior of Bitis:

5.1. Life style:

a, Healthy and active lifestyle

According to Saigoneer, from 2010 to 2014, Vietnamese obesity increased by 38% due to growing wealth and changing eating habits. According to this growing number, The government

intervened by introducing new policies and campaigns to encourage people to lead a healthy and active lifestyle (Euromonitor 2018). Increase The popularity of sports has given way to sportswear as an upcoming fashion trend. It has It is noted that sales of sneakers have increased over the years and will continue to increase in the future (Euromonitor 2018).

Street style is noticed by young Vietnamese when combines youthful, dynamic, and diverse appearances. With the influence of celebrities like Rihanna, Gigi Hadid, etc. popularizing street fashion with their collaboration with giants sports brands like Puma, Nike, etc., it quickly became a trend to combine sports shoes in people's street style. Sneakers are sportswear until people use them designed to wear in daily life thanks to their comfort and convenience.

Therefore, this lifestyle will affect Bitis's sports shoe line. This lifestyle will make Bitis have to invest more in their sports shoe product line, which is Bitis Hunter - a new sports shoe product line launched in 2016 by Bitis. This will be both a challenge and an opportunity for Bitis of Bitis's flagship product line, which is currently sports shoes. Therefore, if you know how to take advantage of healthy and active lifestyle, Bitis will be able to promote the sports shoe product line in terms of quality, design to launch improved versions of Bitis Hunter to the market. However, other competitors of Bitis such as: One, Nike, Adidas, ... will also focus on this product line, making competition in the market will increase, putting pressure on Bitis.

b, Clean and eco-lifestyle:

In a survey, it was reported that six out of ten consumers are concerned about the environmental impact and willing to change their way of shopping to reduce it (Haller, Lee & Cheung 2020, p.1). This means more than half of the consumers are leaning toward a sustainable living lifestyle. In another survey by the same group, 40% of the consumers are ‘purpose-driven consumers’, who buy products and brands that fit their lifestyles and provide wellness benefits (Haller, Lee & Cheung 2020, p.3). This group of consumers made up 35% of apparel/footwear shoppers (Haller, Lee & Cheung 2020, p.4). The trend of living a clean and eco-lifestyle has changed people's shopping habits and many have been noted to be willing to pay extra for sustainable items.

This is a threat to Bitis. They have not disclosed the materials used for production and have been focusing on design and prices compared to their competitors in Vietnam. Biti’s just recently released its Hunter collection and needs more improvement on the quality of its sneaker designs. With their inexperience in the sneaker industry, it will take a while to utilize the environmental awareness trend to create a sustainable pair. As it can be costly when using quality recycled materials when they are aiming for an inexpensive but fashionable footwear image.

5.2. Reference group

Reference group influences on the consumption process: consumers use the behaviors and opinions of reference group members (friends, peers, colleagues, or stylistic reference groups) as potentially useful information. The target customers of Bitis are High school and university students. Therefore, the reference group greatly influences on buyer behavior of Bitis. If in a class 8 out of 10 students were asked to recommend their friends to use Bitis shoes or to use bitis shoes, those students would definitely use Bitis shoes. Because they are afraid of being different in the group.

5.3. Personality

Targeting customer of Bitis is the youth and young people to travel, learn and experience. Bitis has a separate product line, Bitis Hunter, for the above segment. The segment that matches with this insight is the young travel lovers. They are young, active and crave for going far, for experiencing to return home. Personality is extremely important for the long-term development strategy of Bitis Group. In order to keep up with the trend of "backpacker" of young people, Bitis will have to improve the quality of the shoes, design the shoes to be more suitable for the young people. long trips, discoveries of young people. These shoes must have good durability, good friction and ease of use. Besides, personality also affects the brand identity and packaging design of Bitis products. So that when customers see Bitis's brand identity, they must exude the sporty, dynamic but equally trendy in Bitis's products. Some of the customer's personality are as follows:

1, The mega trend of the youth in core range of 18-24 is to move, live, explore & experience. Moving, travelling & experiencing is both a pleasure and a tension of them at the same time. Therefor, Bitis should talk about moving, traveling and experienceing.

2, Connecting with the other parts of the world or in other words, international lifestyle is highly penetrating among Vietnamese youth, especially for the future. Bitis design of hunter should be of international looks.

3, Looking cool, active and ahead of new experiences, challenges are top imagery these youth want to associate with. Bitis spirits of hunter should be all about conquering and exciting

5.4. Cultural

“Vietnamese people preferring Vietnamese products”

The campaign "Vietnamese people give priority to using Vietnamese goods" has been effective, helping to raise awareness of Vietnamese consumers' habits and behavior of consuming Vietnamese goods. This is a great opportunity for Bitis, because Bitis is a Vietnamese shoe brand with an age of up to 40 years with proven quality over many generations. Vietnamese people will tend to use Bitis products partly because of their good quality, partly because they support Made in Vietnam products. Bitis orients its brand as a product for Vietnamese people - "Creating Vietnamese feet", belonging to a high-quality product line with beautiful design but lower price compared to foreign giants such as: Nike , Adidas, Converse,.... Therefore, the buying behavior of customers will also be greatly influenced by this perception.

Protect Environment

Understanding the psychology of shoe wearers and responding to the trend of environmental protection, a factor that consumers are increasingly interested in to evaluate the brand's image. On November 4, 2021, Biti's Hunter officially launched the Biti's Hunter Street "Con gi dung do" collection with sneakers that are randomly paired from “leftover” supplies. These sneakers have

a reuse rate of up to 60% along with the soles using the brand's own recycled rubber formula. In this collection ‘Con-Gi-Dung-Do 2.0: Ky nguyen Xanh’, they are aware of environmental protection, a green atmosphere on the Earth and care about the children. They use left-over materials to make the shoes and for each order, the customer will contribute 50,000 VND to Green Fund Biti’s.

5.5. Economic:

Sales of Vietnamese’s footwear industry decreased significantly in 2020 (passport). Moreover, approximately 45% of Vietnamese households reported a decrease in disposable income in 2021 compared to 2020 (The World Bank 2021). This will impact consumers’ purchasing power and purchasing trends since they have to prioritize savings rather than spending on footwear products (Euromonitor International 2021). This is a challenge for Bitis to research the price strategy that is suitable for the current Vietnamese economy.

5.6. Technology:

Each Vietnamese spent an average of USD $225 on online shopping in 2020 (Nguyen Quy 2020). Moreover, Vietnamese internet users who used e-commerce account for nearly 77% of the population, and most of them are 18-35 years old (Nguyen Quy 2020). The government encourages people to participate in e-commerce and expects 55% of the population to shop online by 2025 (Nguyen Quy 2020). This is an opportunity for Bitis to further promote Ecommerce sales channels to increase revenue and profit.

VI. Campare with Ananas - Direct competitors of Bitis:

To evaluate how internal versus external factors affect different organizations, we will compare Bitis with Ananas - an indirect competitor to Bitis.

6.1. About Ananas:

Ananas is a 100% Vietnamese-made retail shoe brand, under Hazza Joint Stock Company. Ananas, meaning ‘pineapple’ in science, is a brand name that seemed quite strange to the Vietnamese market for the last 2 years although it has been established since 2010. But, recently, it has become a popular shoe brand and well-liked by young people.

6.2. Income Level:

With the advantage of being a domestic enterprise, Ananas' products have low prices that are suitable for young people such as students, students, and those with average incomes. In terms of price, there doesn't seem to be a big difference between the two brands Biti's and Ananas. In general, both of these competitors have affordable prices, suitable for the income of Vietnamese people, especially young people. The product lines of these two brands range in price from 300,000 to 900,000 VND depending on the model, style and along with the quality of the shoes commensurate with the price.

6.3. Personality:

Ananas is a possible competitor with their affordable price. However, their meaning and target audience of them are not the same as Bitis so they are just indirect competitors. If Bitis's target customers are young people who love to experiment and love to discover new things, then Ananas wanna bring benefits to the customers in regards to diverse lifestyles such as hanging out, schooling, skateboarding on normal days or workplaces, party, and traveling in a more formal way. Thanks to that, Ananas also do notice that they need to enlarge product lines with different designs and functions. As a result, some of them are Track 6, Vintas, Basas, and Pattas,. Therefore, Ananas mainly focuses on customers in GenZ and Millennials, they are middle-income people who are passionate about beauty like to shop, have Urban style, and like local brands. If customers are young people who are passionate about sports with trips across Vietnam, then Bitis will certainly be a better choice than Ananas.

6.4. Cultural:

In Vietnam, the culture of favoring famous brands greatly influences the shoe-buying community. A large part of customers accept to buy Fake products of famous brands. This cultural factor has adversely affected Ananas because this brand has just been established and is still a relatively new name for customers. However, this factor is an advantage and a great opportunity for Bitis.

Because Bitis is a big man with more than 40 years of debut in Vietnam, Bitis has become a familiar brand with Vietnamese customers.

It’s very important for marketers to understand who their customers are and to understand their influence and impact on buyer behaviour. Marketing strategies that need to appeal to the preferences and meet the needs of their target market.

7.1. Problem Recognition

The first stage of the buying process is problem recognition, where the consumer of Bitis identifies the need for a new pair of sneakers. This can happen for a variety of reasons, such as the desire for a new style, the need for a specific type of sneaker for a sport or activity, or the need to replace a worn-out pair of sneakers. In order for customers to recognize their "problem", Bitis has conducted advertising activities on the means of television, radio, newspapers, panels, posters with the aim of promoting public awareness of its products and transmitting information to the public. Sending a meaningful message and mission "Go far to go home", "Craising Vietnamese feet", ... Communication channels at the point of sale or outdoor advertising such as: Bus, Taxi, OOK Ad, etc was used to recall the brand's message as well as to focus the emphasis on the product.

One of the most successful campaigns is "Go far to go home" by Bitis Hunter - Bitis's 2016 launch sports product line. The campaign to capture the right customer insight is: "Young people, choosing to "go" is a way to fill in your experiences and fill your life. They yearn to explore the vast world out there, explore the unknown, discover their own world when stepping out of the familiar safe sky. That's why young people just keep going, keep starting new journeys, starting new adventures, that they themselves can't resist” - Mrs Phu Cuong - Group Brand Manager of Bitis Hunter.

VII. Examine the stages of the consumer decision-making of Bitis Group Consumer decision-making of Binh Tien Company - Consumers buy sneaker

Biti's has focused on young people's desire to go and experience. Go to explore the world, go to find your self, go to return and appreciate more the values that you have: family, friends. And on that journey, young people need a pair of comfortable shoes that help them express their dynamism and style. The core values of young Vietnamese such as passion for travel, not afraid of difficulties, and family orientation have been expressed extremely creatively by Biti's year by year.

Bitis has taken advantage of the "passion point" of the customer, Music, using music to make the brand easy to enter the customer's mind. Bitis has artistically and subtly integrated the product in Music Video with Soobin Hoang Son (MV “Going back to 1&2), Son Tung MTP (MV “Lost drift”). The product image has been known to consumers through Touch points such as: AD public transportation, AD newspaper, TV - Short film & TVC, Media, Shop online, Website, Mobile phone,... Because of the goal The clarity and the constant reminder of the product makes young people whenever they think of high-quality sports shoes made in Vietnam, they think of Bitis first.

7.2. Information Search

Once consumers have recognized the need for new sneakers, they begin to search for information about different brands, styles, and features. This can involve searching online, reading reviews, asking friends and family for recommendations, and visiting stores to try on sneakers. Bitis already knows its target audience after being aware of the “problem” will find a way to solve it by searching for information.

Bitis has taken advantage of social media as well as cooperated with famous singers, actors, and models to give customers more information about Bitis's product line. Bitis's fanpage is always updated with the latest information about new product lines. Besides, creating a large amount of discussion in the media (more than 21,000 discussions), in which the social network Facebook is the main source of discussion thanks to the active activity of Bitis on the facebook fanpage.

Fanpage is not only a place for customers to find information about products such as brands, styles, and features, price... but also a place for people to give recommendations and feedback about sneakers by Bitis.

Through the 3 main communication channels: Facebook, Website and Instagram. Biti's has successfully contributed to creating value for the product. Not only producing a beautiful and fashionable product, Biti's also emphasizes the humanity in its products, which is environmental protection. "Biti's and you, together, step into the sustainable green era", "60% of thoughtmissing pieces, creating 100% of value", which has received many people’s interest and support on Facebook.

Not only that, Biti's also sagacious when stimulating customers to "create action" by emphasizing that for each order, the buyer will contribute VND 50,000 to Green Biti's fund. The fund was established to invest in innovations, research and apply materials, design and manufacture environmentally friendly products. Convey to customers a message that customers not only beautify themselves but also the surrounding environment, which stimulates customer wants and needs and thereby take action with the product. Biti's also took advantage of buyers' social media sites when it launched a Surprise box, which contained products in a random color scheme, and encouraged customers to match outfits with it and participate with the hashtags #mixmatchchallenge #con-gi-dung-do.

7.3. Evaluation of Alternatives

After gathering information about different options, the consumer evaluates the alternatives and decides which sneaker to purchase. This decision can be based on factors such as price, comfort, style, brand loyalty, and availability. Pricing is chosen, as it is the main attribute when consumers evaluate the product. Bitis believes that every purchasing decision must be first based on the superior value that the customers receive. Therefore, Bitis gave very convincing reasons for its price.

The average price of Biti’s Hunter is around 600.000-750.000 VND, an affordable price for owning a high-quality sneaker that is made in Vietnam. However this collection is limited and it has a meaningful message that the brand wants to provide to the customer so that is the reason for the brand to choose 829.000 VND for the mid-top version and 899.000 for the low-top. Although this collection is a little bit higher than the normal version but lower than other limited editions

that are produced by this brand, it is still a good deal for people that want to express their personalities as well as take care about environmental problems.

To encourage customers to act and buy products, Biti's marketing strategy is to offer attractive promotions and incentives. The consumption promotion program is focused on flexibility by Biti's such as discounts on the occasion of April 30 and May 1, September 2, the first day of the school year, Christmas and New Year's holidays. This strategy is even more successful when Biti's has combined with e-commerce websites to offer discount codes in certain time frames.

Customer Service of Bitis:

 When you buy online on the website, the company will give you an email to keep track of your order.

 Support through Facebook (main channel), emails or Instagram.

 Seply in detail and provide as much information as customers need.

=> Customer Service of Bitis is very good. Customers are supported promptly when they have any questions about the product. Support takes place on a channel, cross-platform to make it easier for customers to access products.

7.4. Purchase

Once the consumer has decided on a specific sneaker, they make the purchase either online or in-store. This stage involves completing the transaction, including entering payment information and providing shipping or pickup details.

Bitis’s form of purchase by combining sales through websites Convenience in shopping (distributed through online sales channels such as Lazada, Tiki, Lotte,... ). Maximize the use of distribution intermediaries to sell products throughout the market area with the goal of bringing as many goods into the market as possible.

Distribution of Bitis:

The point-of-sale system spread across the country is also an advantage for Bitis. Because after researching information on social networks and deciding to buy Bitis products, customers may want to go to a Bitis store to try the product. However, the store is too far from home sometimes makes customers feel uncomfortable. Buyers are mainly young people from 18-24 such as students, college students,...Biti's distribution system is multi-channel for the purpose of covering the market and reaching consumers in the most frequent and fastest way. Biti's stretches from South to North with 07 Branch Centers, 156 Marketing Stores, and more than 1,500 retail distribution intermediaries. Biti's products have been exported to 40 countries around the world such as Italy, France, the UK, the USA, Russia, Japan, South America, Mexico, Cambodia, etc

Bitis have a warranty and Exchange Policy: In three months from the date of purchase, if there are any defects occurring with the product, customers can bring sneakers to store or retail distribution intermediaries to get free warranty

Shipping and Payment Method of Bitis:

At the store: Cash, Credit or Debit Card.

Online:

 Customers pay the shipping fee (20.000 VND)

 Cash on delivery

 Payment card

 E-wallet

7.5. Post-Purchase Evaluation

After receiving the sneakers, the consumer evaluates their purchase and decides whether they are satisfied with their choice. This evaluation can lead to repeat purchases and brand loyalty if the consumer is happy with their experience.

By understanding each stage of the buying process, businesses can create a more effective customer experience strategy for the sneaker industry. This can involve focusing on factors such as product information, customer service, delivery options, and post-purchase support to create a positive and memorable experience for sneaker buyers.

Bitis has clearly stated return and exchange policies through channels such as: Fanpage, website, online shop, store, ... as follows:

1, Resize:

After receiving the wrong size, you can exchange it at all Bitis marketing stores nationwide, or send it back to the delivery center. However, the conditions to be refunded are:

 The product is 100% new, unused or washed, with original warranty card, product label, not dirty, scratched.

 Customers must have a delivery invoice (delivery note, order confirmation email).

 Within 7 days of receipt of goods.

 Apply 01 product, change 01 size from the purchased size and change 01 time.

2, Return goods when the product is defective:

The customer may request a new product provided that:

 When Biti's delivers the wrong color, wrong size, wrong product, or damaged product by the manufacturer. Customers send the received product images with the order code to email: tuvan_online@bitis.com.vn for support.

 The product to be exchanged is 100% new, unused or washed, with original warranty card, product label, not dirty, scratched, full packaging, box bag (if any).

 Customers must have a delivery invoice (delivery note, order confirmation email).

 Within 7 days of receipt of goods.

3, Shipping costs for sizing and defective items

In case of errors from Biti's delivery of wrong product information (wrong size, wrong product), damage during transportation or from the manufacturer, customers are completely free of shipping costs. The customer sends the goods within 7 days (excluding Saturday and Sunday) from the date of receipt, the customer brings the goods to the post office and chooses the recipient to pay.

In case the error is caused by the customer in placing the wrong order, Biti's has delivered the correct product according to the information on the ordered order, the two-way shipping cost when sending and exchanging will be paid by the customer.

=> Bitis's return policy is very good. Meet the needs and desires of customers. A good, clear return policy as above will make Bitis's customers extremely happy.

In addition, bitis also has a loyalty policy that aims to make repeat purchases of customers turn customers into loyal customers of Bitis: A loyalty program for customers who purchase all Bitis product lines. , Loyalty program for loyal customers with 3 levels: Silver, Gold, Platinum with a maximum discount of 7% of the total order value.

VIII. Important for marketers to map a path to purchase and understand consumer decision making.

It's important to understand the consumer decision-making process because it allows marketer to anticipate the needs of consumers , which in turn helps marketer plan marketing or sales strategies based on those needs.

By understanding how buyers think, feel and decide, marketer can determine how best to market their products and services. This helps marketers predict how their customers will act, which aids in marketing existing products and services. It also enables innovative businesses to identify new opportunities before others do.

One way that marketers look at consumer behavior is by analyzing demographics. Knowing statistics such as age, income and education level can help predict behavior. For example, a 2022

survey of buyer preferences found that millennials respond best to word-of-mouth recommendations.

Moreover, Insider Intelligence reports, "Most consumers now proactively avoid advertising, whether by using ad blockers, paying for ad-free digital media experiences or skipping ads." Specifically, younger adults (Gen Z, millennials and the brunt of Gen X) are "more likely to use ad blockers." So, marketers know that a push (outbound) marketing campaign is generally not a good online marketing strategy for these age groups.

Marketers attempt to identify buyers' needs through various research methods such as surveys and interviews that probe how often consumers buy, where they shop, where they get their information, how they share this information with others and so on. Knowing the right questions to ask, and how to ask them, is an important part of consumer behavior research.

Marketers also leverage modern analytics technologies to better understand and predict various aspects of consumer behavior. Such technologies can aggregate and analyze vast amounts of data on consumers, drawing relationships between demographics, buying habits and targeted marketing techniques. The power of modern analytics enables the scalable, personalized marketing methods consumers have come to expect, from automated product recommendations on ecommerce platforms to direct engagement through social media marketing

Understanding buyers can help marketers connect with consumers and influence their behavior. This approach to marketing is important today because in the competitive global market, personal relationships can mean the difference between sales and wasted advertising dollars. In many ways, the world is smaller now than it was a few decades ago, but the behavior of consumers has only grown more complicated.

IX. Evaluate how marketers understand the consumer decision- making process of Bitis:

Bitis marketers have researched and used what they see as the link between a consumer's personality and buying behavior. For this reason, products are often created to have a "brand

personality" that marketers believe align with the key personality traits of the people they consider to be the best prospects to buy the product of Bitis. Biti’s has positioned this product as “Brand for young-people, brand for travelling and experiencing”. The “Go far to go home” of Bitis campaign is a successful campaign that shows that Bitis marketers who have researched and analyzed clearly understand the consumer decision-making process.

Marketer of Bitis has captured the right insight of young people as travel, adventure.Biti's marketing is well aware of the “Recognition of Need” of customers. Bitis has built a Brand Role for Bitis Hunter - Bitis's main product line "Biti's Hunter wishes to become a part of the journey of drawing youth and young people's life, but also indispensable in the journey of young people. their most meaningful journey, the journey of Going to return, so that the word Go becomes very important”. Hunter X 2k18 was built based on the brand insight that is “Go far to go home” (Phung 2018) meaning that “if you want to return home, you must start going. Going far allows you to learn, experience, and when you return home, you are grown-up, you would understand the importance of home, and the journey of returning home”. The segment that matches with this insight is the young travel lovers. They are young, active and crave for going far, for experiencing to return home.

After becoming aware of the problem that the customer is facing, the marketer of bitis has determined the next actions that the customer will take, which is to find a way to solve the "problem". Bitis has given customers the solution to solve their problems through the Bitis product lines. Product improvement in design and quality, which will allow customer to be readily mixed and matched for a distinct outstanding look.

After finding a solution for the customer, Bitis found a way to get the product into the hands of the customer. A series of Promote activities such as: advertising, promotion, social activities, ... to increase Bitis's brand recognition with customers. Bitis's successful campaigns such as "Go to return 2&3" combined with Soobin Hoang Son, "Lac troi" combined with Son Tung MTP,... mark the spectacular return of Bitis with a new product line Bitis Hunter sneakers.

After having information about the product, the distribution system helped Bitis products reach customers quickly. Bitis has a distribution system of Biti's products stretching from South to North with 07 Branch Centers, 156 Marketing Stores and more than 1,500 retail distribution intermediaries. This is an advantage of Bitis compared to other shoes made in Vietnam.

Bitis has had an extremely large number of loyal customers after more than 40 years of launching in the Vietnamese market. This is partly thanks to Bitis's excellent warranty, return and customer care policies. These policies are outlined above.

Therefore, it can be concluded that it is extremely important for marketers to understand the consumer decision- making process for a range of products. Bitis is a typical example of having an investment, carefully studying the factors that affect the buying behavior of customers. Understanding those influencing factors gives Bitis an advantage over competitors such as Nike, Adidas, Ananas, etc. Besides, understanding the importance of customer decision making also plays an important role in understanding customers. What needs and desires do their customers have in each stage to be able to build a successful marketing plan like Bitis Hunter.

X. Campare decision making Bitis with Ananas:

10.1. Need recognition:

Ananas has been aware of the needs of customers to need a shoe change that helps them be confident in their style, giving the wearer a feeling of comfort and convenience. During this period, both companies, Bitis and Hazza, were well aware of the problems faced by customers. Seizing that opportunity, Hazza and Bitis both launched different product lines to solve the problems faced by customers. For Ananas, it is a walking shoe product line with typical products such as Vintas and Bitis with a line of sports shoes with a strong product, Bitis Hunter.

During this period, if Bitis launched strategies such as "Going to return to 1&2", "Lost drifting", etc., Ananas also approached customers with touchpoints such as: Social media (Facebook, instagram), website,... Besides, there is a rather special touchpoint that Ananas used during this period, which is AD public - Ananas is also very interested in public relations activities (PR).

Typically, Ananas has cooperated with concerts and sneaker festivals. On May 5 in 2019, Ananas opened a booth to sell a total of 500 pairs in ‘Thom x Ananas’ collaboration with Thom Music Festival.

10.2. Information searching:

Like Bitis, Ananas all use touchpoints as websites and social media for this stage. Ananas uses the website to update product information such as: price, design, message, ... The web interface of Biti's and Ananas are intuitive and have bright colors. Product information such as size, color, price, etc. are presented fully and clearly. In addition, products are also divided into categories by gender, material, product line for customers to easily search. This helps customers better understand the brand value that Ananas brings.

10.3. Evaluate alternatives:

Ananas always has promotion strategies to attract customers. Regarding coupon, Ananas has released several coupons for a painting event organized by them. Also, there will be a freeship promotion for over 800,000 VND invoice as a default promotion. Additionally, on Black Friday 2019, Ananas discounted 30% off some items across all branches. Most recently, Ananas opened its 10th store at Su Van Hanh store, discounting 10% off all shoes when buying di- rectly at the store. Can be easily seen, every time opening a new store, this is the plan of Ananas for their Promotion.

=> In general, during this period, both companies, Bitis and Hazza, have quite successful strategies and plans to reach customers. Both Bitis and Hazza have launched sales and product discount strategies to promote the buying process of customers. However, in the evalate alternative period, Bitis must have an advantage over Ananas because Bitis has a distribution system stretching from North to South. While Ananas's store system is mainly concentrated in the Saigon market. This will make it difficult for distant customers to come and see the product in person and is a big disadvantage that Ananas needs to improve to increase the customer experience.

Customers in other provinces and cities who want to own Ananas shoes can only order through online sales channels. This is also a huge disadvantage of this "rookie". But in return, Ananas has a variety of store formats such as Standard, Outlet, Pop-up and Flagship to suit each customer's needs.

10.4.

Purchase:

Ananas's warranty policy is slightly better than that of Biti's competitor with a period of up to 6 months from the date of purchase for cases of glue release, chipped threads, broken soles or errors from the manufacturer. However, Ananas' warranty receipt process is somewhat more complicated when customers have to bring the product to the right store they bought it for warranty support. For online purchases, when customers want warranty, customers must manually send the product back to the online warehouse with personal information and the condition that needs to be warranted in order to receive support.

In addition, the sales staff of Biti's and Ananas are mostly students or young people, with a dynamic, youthful and suitable fashion style. The number of employees in the stores of both companies fluctuates around 3-4 people with agile style, cheerful attitude. Staff are always interested, ask questions and enthusiastically advise customers on shoe designs and sizes.

10.5.

Post purchase:

At this stage, both Bitis and Ananas also have good return and exchange support policies and good after-purchase care policies. However, because Bitis's distribution system stretches from North to South, it is easier to exchange directly at Bitis stores than Ananas.

As can be seen, understanding consumer decision making plays an extremely important role in each different organization. Overall, understanding consumer decision making helps businesses Learn more about the needs of business target market. Besides, it also helps Improve their products by taking action on information. Organisations may use the buyer decision-making process to improve their products because it provides them with information that helps

consumers make more informed decisions. They may do this through marketing campaigns and advertisements or by making the product's packaging informative and easier to read. To aid this process, an organisation may give its customers a chance to try the product out before they buy it. Besides, Understanding consumer decision making helps businesses save resources when improving the quality of their offerings và Gain insight into how their target audience feels about current offerings. By understanding what drives each stage of the buyer decision-making process, organisations tailor their marketing strategies to appeal to their target audience.

XI. Design a Customer Experience Strategy of Bitis:

11.1. Customer Journey Map:

11.2. Moments of truth:

Stimulus: Bitis will create debates on media such as Facebook, instagram, website, newpaper... to attract everyone's attention. Communication channels at the point of sale or outdoor advertising such as: Bus, Taxi, OOK Ad, .. was used to recall the brand's message as well as to focus the emphasis on the product. Followed by campaigns with celebrities such as Soobin Hoang Son, Son Tung MTP, KOL, KOC, performing music videos and product reviews of BITIS. Moment of truth must leave a good impression in the customer's mind, helping customers have a good initial idea of the product.

After the customer has a good impression of the product, during the first moment of truth, Bitis will continue to increase customer touch points to enhance the customer experience with a series of activities as follows:

1, For customers who buy online at Online Shop, Website: Bitis will have to train customer care staff to always be ready to respond to customer messages as quickly and enthusiastically as possible. Develop customer care policies, return policies to increase customer experience. Information about products as well as company policies must be publicly available on websites, online shops, and fanpages.

2, For customers who buy at the store - Shop products on shelf: Train sales staff at the store to understand product information to easily advise customers when coming to try at the store. The return and warranty policy should be notified to the customer so that the customer can understand the information.

Besides, in the first moment of truth, discounts, promotions, big sales on special days like 8/3, 20/10,... to promote the buying process of customers.

Finally, in the buying stage, Second of Truth is needed to enhance the customer experience: At this stage, the advantage of a distribution system stretching from North to South will help increase the customer experience. . Customers can come directly to the store to test products and listen to advice from staff. Employees must enthusiastically advise customers, warranty and

return policies during this period also need to be clearly communicated to customers in order to make the customer experience the best.

11.3. Customer touch points

Brand will continue to increase customer touchpoints with Static touchpoints such as: AD public transportation, AD newspaper, TV - Short film. Brand will increase the touch point with customers with outdoor billboards: Bus, taxi, OKK ad, ... People on the way to school, work, going out or while waiting for black and red will pay attention to these billboards. Next, the music videos associated with famous singers, CTVs, short films will also be effective touch points for Bitis' customers.

Interactive: Media, Shop online, Website, Mobile phone. With interactive touch points, customer interaction is the most important factor. If these interactions are effective, the brand has increased the customer experience. Customers can interact with the brand through facebook fanpage, instagram, website, ... to exchange information about products. Online shops will interact with customers to advise them on suitable products.

Human: through shop products on shelf. Employees at the store are responsible for advising customers on products with the most enthusiastic attitude possible. Bitis has also carefully selected the employees at the store. They are mainly young people with similar fashion styles to the customer file that Bitis aims to help customers more easily sympathize with people who have the same style as them. From there, it's easier to share and select products. This helps customers to have a good experience with Bitis and potentially become loyal customers to the brand.

11.4. Service satisfaction

The policies implemented by Bitis very well are as follows: Warranty policy: Conditions apply when

 Customers who buy Biti's products will receive a free warranty in the following cases: Open glue, thread break, keychain broken, decorative motifs (bows, buttons, flowers, ...)

 When warranting, the customer must provide the invoice (delivery note) and the product's warranty card.

Warranty processing time: From 1 to 20 working days from the date the factory receives the product, depending on the degree of damage of the footwear. No support for products with the notice: do not apply return - warranty.

Warranty support period from the date of purchase: 3 months from the date of purchase. Customers can exchange and return at all Bitis stores nationwide or at online warehouses. Return policy: Customers who buy Bitis products will be returned in the following cases:

1, Change shoe size:

 The applicable conditions are:

 The product is 100% new, unused or washed, with original warranty card, product label, not dirty, scratched.

 Customers must have a delivery invoice (delivery note, order confirmation email).

 Within 7 days of receipt of goods.

 Apply 01 product, change 01 size from the purchased size and change 01 time.

 No support for products with the notice: do not apply return - warranty.

 Does not support changing templates on demand.

 Refunds are not supported.

2. Return goods when the product is defective:

Condition:

 When Biti's delivers the wrong color, wrong size, wrong product, or damaged product by the manufacturer. Customers send the received product images with the order code to email: tuvan_online@bitis.com.vn for support.

 The product to be exchanged is 100% new, unused or washed, with original warranty card, product label, not dirty, scratched, full packaging, box bag (if any).

 Customers must have a delivery invoice (delivery note, order confirmation email).

 Within 7 days of receipt of goods.

Except for the case of exchange of goods as above, Biti's does not accept to handle other issues.

3. Shipping costs for sizing and defective goods

 In case of errors from Biti's delivery of wrong product information (wrong size, wrong product), damage during transportation or from the manufacturer, customers are completely free of shipping costs. The customer sends the goods within 7 days (excluding Saturday and Sunday) from the date of receipt, the customer brings the goods to the post office and chooses the recipient to pay.

 In case the error is caused by the customer placing the wrong order, Biti's has delivered the correct product according to the information on the ordered order, the two-way shipping cost when sending and exchanging will be paid by the customer.

4. Return address:

The return support period is 3 months from the date of purchase. Customers can exchange at all Bitis stores nationwide or Send to Biti's delivery center at: 95/6 Tran Van Kieu, Ward 10

Preferential policy for loyal customers: With each purchase bill at Biti's store, Biti's Hunter store and Website Bitis.com.vn, you will accumulate a corresponding number of points, which are valid for exchange. attractive offers and gifts. For every 10,000 VND on the bill, the system will automatically accumulate 1 point into your points. Every 50 points = 01 discount coupon with a discount corresponding to your membership tier. The higher the score, the more your coupon.

Happy birthday program: Give 01 15% discount code to all members on their birthday: Customers receive a discount code via text message with the phone number used to register as a member; Customers use within 10 days from the date of receiving the discount code from the program; Applicable for bills less than or equal to 1,000,000 VND; Applicable when shopping at Biti's, Biti's Hunter stores

Loyalty program: Loyal customers for 1 year get 50 points. Loyal customers for 2 years get 100 points; Loyal customers N Years give N x 50 points

Customer program to accumulate high orders: Customers with accumulated revenue of VND 10,000,000 get 100 POINTS; Customers who accumulate revenue of 15,000,000 VND will receive 150 POINTS; Customers who accumulate revenue reaching x 1,000,000 get n x 10 POINTS (n > 10)

Inaddition to the previous policies, in order to increase the customer experience and make customers feel happy every time they buy Bitis products, this assignment will propose a number of customer care policies and services as follows:

Service of changing shoelaces according to the customer's liking: The campaign “Step choose your choice”. When a customer buys any pair of shoes, they can exchange the laces they don't like for that pair of shoes and change them to their favorite style or color. How to deploy the following needs: Apply to customers who buy at the website and store; Communication method: Create images, videos to coordinate shoelaces with unique clothes Organize the contest "Unique shoe combination - Bring bold play";

=> This campaign not only helps customers express their personality but also helps customers have a better experience with Bitis products. Brand is well aware of the importance of customer satisfaction. Customer satisfaction is important because it demonstrates whether your customer base likes what you're doing. High satisfaction leads to greater customer retention, higher lifetime value, and a stronger brand reputation.

XII. Recommend for marketer to develop a strategic customer experience:

Bitis will take these 4 steps to measure and improve moments of truth and the customer experience:

1. Identify each touchpoint customer has with Bitis. A touchpoint can be digital (website, social media, email, statements, self-help, online chat), or offline (telephone, event contact, direct mail – including invoices and statements).

2. Determine overall satisfaction. Customer satisfaction is consistently one of the most important key indicators for Bitis. Invest in regular customer satisfaction research. A highly satisfied

customer is extremely valuable because of the greater likelihood of future product purchases, the willingness to be a referral source and the likelihood of renewing maintenance and support contracts. Bitis will work with collects some form of customer assessment, either formal or informal. Satisfaction surveys vary widely in both breadth and depth, but Bitis narrow down to two types:

Transactional Satisfaction. This survey measures customer satisfaction across all types of interaction with your company including sales calls, support calls and emails.

Image-Based Satisfaction. This survey measures the image Brand customers have regarding Bitis product and the likelihood of repeat purchases and recommendations to friends. Address problems – as quickly as possible. When problems arise, speed and completeness of resolution are critical. For many customers, time is more important than money. Determine how long the most frequent problems take to resolve, and benchmark these against both leading firms and customer expectations so you know which ones to tackle first.

3. Collect and Analyze Data. Measuring and analyzing how Bitis’s customers experience each moment of truth provides marketer with the insight need to determine what to change and where to invest to keep best customers. Syncing Marketing, Account Managers, Customer Service and the customer-facing personnel against these three capabilities will enable you to consistently deliver the positive experience you want your customers to have.

4. Establish performance targets for each touch point. Marketers need a way to determine how well you are delivering the expected service quality for each touchpoint. Set performance targets, monitor Bitis performance, and create a process for addressing gaps when they occur

XIII. Conclusion:

In this assignment, as a marketing analyst on the Bitis team, I investigated the characteristics and influences of consumer decision making in different organizational contexts. These are the Bitis company and the Hazza company with the Ananas brand. In addition, I have applied techniques to enhance customer experience and develop customer relationships for marketing purposes.

During the analysis, I pointed out the challenges and opportunities for both organizations in the current Vietnamese shoe market context. In addition, the advantages and disadvantages of both organizations in understanding consumer decision making are also only one way in particular in the comparison between Bitis and Hazza. Mission Design a detailed customer experience strategy to enhance the customer experience to maximize marketing opportunities. And finally, to take measures to improve goodwill and develop strategic customer experience for Bitis Group. These are the strengths that the above task has achieved. Having done that, with what I have done in this mission, I deserve a Certificate of Merit

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