VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

REPORT MID-TERM
Marketing Internet
A 1 year digital marketing campaign for Biti’s Hunter

Teacher ThS Lê Văn Sơn

Class INS303901

Research group’s name Lê Ngọc An - 20070066

Hà Lê Quế Anh - 20070077

Dương Thúy Nga - 20070261

Vũ Thị Ngoan - 20070269

Tiêu Thị Nguyệt Hà - 20070157

Hanoi, December 5, 2023

 Contents
1 Introduction ....................................................................................................................................... 2

1.1 History ....................................................................................................................................... 2

1.2 Company Scale ........................................................................................................................... 2

1.3 Mission Statement ....................................................................................................................... 3

1.4 Vision Statement ......................................................................................................................... 3

1.5 Objectives ................................................................................................................................... 3

2 Digital Marketing Strategy ................................................................................................................... 3

2.1 Target Customer ......................................................................................................................... 3

2.2 Goals (SMART manner) ............................................................................................................. 4

2.3 Key Metrics (Evaluate past efforts) .............................................................................................. 5

2.4 Channels..................................................................................................................................... 6

2.4.1 Influencer marketing ............................................................................................................................. 6

2.4.2 Social media .......................................................................................................................................... 7

2.4.3 SEO ....................................................................................................................................................... 9

2.4.4 Content marketing ............................................................................................................................... 12

3 Digital marketing Channels ............................................................................................................... 13

3.1 Content marketing .................................................................................................................... 13

3.2 Influencer marketing ................................................................................................................ 14

3.3 Social media.............................................................................................................................. 15

3.4 Human Resources ..................................................................................................................... 16

4 Digital Marketing Campaign.............................................................................................................. 17

4.1 Campaign 1 : INCREASING AWARENESS – THE WAVE on SOCIAL MEDIA ....................... 17

4.2 Campaign 2: INCREASED ENJOYMENT ................................................................................ 19

4.3 Campaign 3: Reminds and stimulates the desire to own .............................................................. 22

4.4 Campaign 4: PROMOTE PURCHASING.................................................................................. 23

5 Marketing Budget ............................................................................................................................. 24

5.1 Campaign INCREASING AWARENESS – THE WAVE on SOCIAL MEDIA............................ 24

5.2 Campaign 2: INCREASED ENJOYMENT ................................................................................ 25

5.3 Campaign 3: Reminds and stimulates the desire to own .............................................................. 26

5.4 Campaign 4: PROMOTE PURCHASING.................................................................................. 27

6 REFERENCE .................................................................................................................................. 29

1
 1 Introduction
1.1 History

From a small production facility that started in 1982 with only 20 workers but with great
determination, will and humility to reform and move forward, Biti's has gone through a period of
a subsidized economy. with many difficulties to assert its position.

More than a third of a century has passed, like a "tireless step", Biti's has continuously improved
and innovated, gradually building for itself a footwear brand that is very diverse in form and
design, along with With that is an era-class production and import-export strategy, dynamic and
enthusiastic material - financial - human resources, enough to compete with major brands in the
world.
Established in District 6, Ho Chi Minh City in 1982
In 1986, Merged with Binh Tien Group
In 1992, officially renamed as Biti’s

Biti's Hunter product line, BRAND OF TRAVEL & EXPERIENCE, with "light as air" shoes,
will always accompany and inspire you in the endless and memorable experiential journeys of
youth.

Just go - wherever, whenever, whatever - Biti's Hunter will walk with you.
1.2 Company Scale

2
1.3 Mission Statement
To constantly offer consumers with better choices, committed to our proposition of superior
quality. “Binh Tien Imex Corp., Pte., Ltd. is committed to continuous improvement and
enhancement of the quality of our products towards our proposition of superior quality, in order to
further satisfy higher and more diverse demands of consumers and to build long-term trust with
all customers.”
1.4 Vision Statement
To become a powerful manufacturer of consumables in Asia. “Being dedicated to this broad vision
of developing Biti’s as a worldwide company, we keep on both maintaining the leading position
in Vietnam and proactively reaching out for international opportunities.”

1.5 Objectives
- Biti’s Hunter goal is to bring a feeling of lightness to the user with structural and technical
features that help the footsteps become “ Light as flying”, can feel the comfort and coolness even
though they have to move continuously all day long.

- Objectives of Biti’s company:

Market leadership: Biti's aims to maintain and strengthen its leading market position in the
footwear industry in Vietnam. They devise strategies to increase market share, expand product
lines and enhance brand recognition.

Quality and Innovation: Biti's focuses on producing high quality footwear products and always
innovates in design, materials and technology. This helps it stay competitive and responsive to
consumer preferences.

Sustainability: Biti's improves its production process to be more environmentally friendly and
uses sustainable materials in its products.

Customer satisfaction: Ensuring customer satisfaction is a common goal of companies. Biti's plans
and implements strategies to improve customer service, collect customer feedback, and tailor its
products to meet customer needs.

2 Digital Marketing Strategy

2.1 Target Customer

- Gender: includes both Male and Female

- Scope:Ho Chi Minh City, Hanoi, Da Nang, Can Tho, Hai Phong, Nha Trang

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 - Age: Teenagers (13 – 18 years old) and Young Adults (18 – 35 years old).
- Income: Group A Class (15 – 150 million VND) and Group B Class (7.5 – 15 million
VND).
- Attitude: target customers like to be active, travel to many places, explore and experience
new things.
- Lifestyle behavior: target customers often travel, play far away, exercise and experience
challenges and sports.

2.2 Goals (SMART manner)

Based on smart manner, we carry out the following goals:

This is important because it will help increase sales and profits. The marketing and website
development team will take care of this goal. We expect to achieve this target within 6 months,
with significant progress in the first 3 months.

We will use Google Analytics to track conversion rates and make improvements. These measures
include website optimization and improving page load speeds to improve user experience. These
measures are directly related to customer experience, including faster loading and an easy-to-use
interface.

4
Increase ROAS in advertising. It will help optimize your marketing budget and generate more
revenue. Our marketing and advertising team will take care of this goal. We expect to achieve this
target within 3 months.
We will calculate ROAS on advertising platforms such as Google Ads and Facebook Ads, and
apply advertising campaign optimization measures. These include increasing impressions,
optimizing keywords, and testing ad performance. All aimed at reducing advertising costs and
increasing advertising performance.

Increase website traffic. Our SEO and content creation team will take care of this goal. We expect
to achieve this target within 6 months, with significant progress in the first 3 months.
We will use Google Analytics or a web analytics tool to monitor traffic and apply measures to
increase content production.

Increase sale revenue. Our sales and marketing teams, along with our operations and logistics
teams, will take care of this goal. We expect to achieve this target within 12 months.
We will use a sales and inventory management system to track and manage sales. To increase the
number of orders, we have planned to launch discount campaigns and loyalty rewards programs
to attract and retain customers' attention.

Create quality content. This is important because quality content enhances effective
communication with our audience and improves the overall customer experience. It helps provide
valuable information that meets customer needs.
Our content production team, including editors and writers, takes care of this goal. We expect to
achieve this goal within 6 months by creating at least 20 quality blog articles. We have started a
content creation project and hired quality editors and writers to ensure that we deliver quality
content and meet this goal.

2.3 Key Metrics (Evaluate past efforts)

In the context of a rapidly changing business environment, measuring and evaluating the
performance of online campaigns has become an essential part of Biti's marketing strategy.
Key Metrics For Performance Evaluation:

Conversion Rate: This metric measures the rate at which users convert from a website visit or
online interaction to a purchase action. In the last quarter, Biti's conversion rate reached 5%,
compared to the industry average of 4%. This shows that marketing campaigns are having a
significant influence on customers' shopping decisions.

Click-Through Rate (CTR): Biti's achieved an impressive CTR of 12% in its latest advertising
campaign, far exceeding the industry average of 8%. This shows that our online advertising and
content has the ability to create engagement and appeal for customers.

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Return on Ad Spend (ROAS): Biti's has achieved a ROAS of 4.5 for recent marketing campaigns.
This means that every dollar invested in advertising generated a corresponding profit of $4.50.
This is a clear demonstration of our marketing performance and resource optimization capabilities.

Social Media Engagement: In the last quarter, we attracted more than 50,000 interactions on social
media platforms. This metric includes likes, comments and shares. Thereby demonstrating efforts
in creating participation and connection with the online community.

Customer Acquisition Cost (CAC): Biti's CAC is $10 for each new customer attracted in the latest
marketing campaign. This puts the firm in a competitive position with its cost-effective
performance in attracting new customers.

The combination of these key metrics clearly demonstrates the impressive performance of the
online marketing campaigns we create. Growth in conversion rate and CTR, along with positive
ROAS and effective CAC, all show that the campaign created significant value and profit. Biti's
has been successful in interacting with the social network community and attracting the attention
of online customers.

Due to the impact of Covid-19, in the 2020-2021 period, Biti's growth has been interrupted. By
2022, thanks to smart marketing strategies, the business has bounced back with positive growth,
especially sales of Bitis hunter products in August 2022 reached the highest level of 1.5 billion
VND. So by 2022, Biti's has "printed its shoe footprint" in 40 territories worldwide, with 25 million
products brought to the market each year. Along with that, Biti's continues to be in the Top 100
best places to work in Vietnam with 1,500 agent stores across the country.

Based on these positive results, Biti's can use online marketing strategies to maintain and expand
the market, along with continuously improving customer experience.

2.4 Channels

2.4.1 Influencer marketing

Biti's has paid a fee to promote its products on social networking platforms. This is a way of
attracting a lot of new clients who are eager about Biti's. Typically well-known KOLs such Miss
H'Hen Nie, Soobin Hoang Son, and Son Tung MTP

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 Bitis brand ambassador Soobin Hoang Son and biti's hunter campaign left to return

Son Tung MT-P Biti's Hunter brand ambassador with the slogan "Go and experience".

2.4.2 Social media

These are the main media managed and controlled by businesses, including websites, blogs,
Facebook, and Tiktok.
- Facebook fanpage:

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 Official Facebook Fanpage of Biti's Hunter
The fanpage is presented quite clearly and is specifically optimized so that customers can easily
access and grasp business information.
- Instagram:

Like the Facebook fanpage, Biti's Hunter's Instagram page is invested quite carefully with eye-
catching videos and images aimed at creating a target audience of young people who love attractive
looks.
- Tiktok:

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Bitis owns 2 Tiktok pages, one main page and one page dedicated to children and women.

➔ To promote its brand to clients, Biti's Hunter opened numerous social media accounts on
numerous different platforms, however user participation on these channels varies greatly
and inconsistently. The greatest contact occurs mostly on Facebook, whereas other social
networking sites merely have an online presence.

2.4.3 SEO
- SEO Google
Biti's has used google ads or google shopping so customers can refer to products and easily
shop.

9
 For example, google advertising or google shopping

- SEO Facebook
Increase page interaction by producing key sales articles and viral articles for advertising
and budget purposes.

10
In addition, below each article Biti's will attach purchase links on Shopee, Ladaza, web.

11
2.4.4 Content marketing
Biti's product marketing strategy always keeps up with fashion trends, surveys consumer tastes in
each region, and attracts attention to new brands and products. Objective: everyone knows and
talks about Biti's Hunter. To accomplish this goal, Biti's has chosen Viral Video, the MV "Lac
Troi" by Son Tung MTP and the MV "Di de tro ve" by Sobin Hoang Son, which are the videos
that have been causing fever in the online community in recent days.

The interaction of two viral video clips cleverly integrates the image of Biti's Hunter

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It can be said that Biti's is currently one of the leading brands in Vietnam in terms of marketing
image. The proof is that after more than a decade of living like a "long-gone" old person, it was
marketing that revived Biti's, putting this domestic brand on the same track as international giants
like Nike and Adidas in the segment. Sports shoes for young people

NEW COLLECTION, with 3 versions completely exploited based on Hanoi cultural materials

3 Digital marketing Channels

3.1 Content marketing

In 2017, Biti's earned huge revenue through investing in two MVs "Lac Troi" and "Di de tro ve”.
The "Di de tro ve" campaign was produced in seasons 2, 3,... and is now up to season 6. The proper
combination of sound and visual is used throughout the music items. Work together with well-
known singers. Even though the ad features a unique story each year, after repeated airings, "Going
to Return" has lost its heat compared to seasons 1 and 2.

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Biti's should continue to maintain consistency in brand communication messages as well as
product design strategies and take advantage of the influence of celebrities, cleverly integrating
product images, suitable for the target audience. The target audience is young, dynamic people.

3.2 Influencer marketing

Influencer marketing is no stranger to marketing campaigns on social media. With a target
audience of young customers, a series of posts about Biti's Hunter created by KOLs with large fan
bases such as Diem My, Duy Khanh, Huu Vi, Nguyen Ngoc Thach,... received many positive
responses from the youth side. Biti's should maintain association with old KOLs as well as new
faces such as Fabo Nguyen, Hieu Thu Hai…

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3.3 Social media
Numerous activities are still being done as part of the Biti's Hunter social media campaign. This is
not a very exceptional campaign in terms of brand recognition when compared to other companies,
but for the first time a Vietnamese brand. It's impressive how you're paying attention to social
media and actually supporting the cause. Social media user feedback for Biti's Hunter campaign
has a high level of relevancy to the brand and the campaign, with the majority of conversations
being Positive and Neutral.

Businesses should combine social media growth with PPC marketing to achieve true social media
growth. PPC sites give companies the ability to track advertising analytics like visitor counts and
ad clickthrough rates. Businesses can also carry out advertising research to determine which
advertisements are most and least effective. Businesses can then decide whether or not their
campaigns are profitable.
- Facebook
Biti's Hunter has created a large amount of discussion on social media (more than 21,000
discussions), in which Facebook is the main source of discussion thanks to Biti's active activity on
the fanpage.

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 Attaching a purchase link under each post on the fanpage is quite effective. It not only increases
interaction on social media but also increases interaction on e-commerce platforms as well as
business websites.
- Tiktok
Although Biti's Tik Tok interactions are not high, we should still try to develop in this segment.
According to statistics, Tik Tok has visits second only to Facebook. Currently, Tiktok has also
developed very well when combined with KOLs and links to buy tik tok shops.

3.4 Human Resources

Biti's digital marketing team is one of the strongest teams in the footwear industry in Vietnam.
This team is responsible for implementing digital marketing campaigns to promote Biti's brands
and products to consumers. There are some of the key human resources that play a role in Biti's
digital marketing activities:
-Creative team: This group is in charge of writing blogs, social media postings, videos, and emails,
among other content and marketing pieces. The following jobs are included in this category:
+Creative team leader: charge of organizing and overseeing the group.
+Designer: Produces visuals and graphic designs for advertising campaigns.
+Editor:Write blog entries and social media updates as material for marketing initiatives.
+Director: Produce advertising videos.
+Photographer: takes images for advertisements.
- Technical team: This team is responsible for developing and implementing digital marketing
campaigns, such as paid advertising and search engine optimization (SEO). Group includes:
+Technical team leader: Responsible for managing and supervising the technical team.

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+Web engineer: Develop and maintain Biti's website and applications.
+SEO Engineer: Optimize Biti's websites and applications for search engines.
+Paid advertising engineer: Manage Biti's paid advertising campaigns.
+Email marketing engineer: Manage Biti's email marketing campaigns
-Analytics team: This team is responsible for analyzing data and performance of digital marketing
campaigns. This group includes the following positions:
+Analysis team leader: Responsible for managing and supervising the analysis team.
+Data Analyst: Analyze data from Biti's digital marketing campaigns.
+Performance Analyst: Evaluate the performance of Biti's digital marketing campaigns
-Management team: This team is responsible for planning and implementing digital marketing
strategies. The following tasks are covered in this category:
+Digital Marketing Manager: Overall responsible for the digital marketing team.
+Assistant manager of digital marketing: Supports the director of digital marketing

In this project, my group is a core team, each person will be a charge of a main department
- Management team: Duong Thuy Nga
- Assistant manager of digital marketing: Le Ngoc An
- Analytics team: Vu Thi Ngoan
- Creative team leader: Ha Le Que Anh
- Technical team leader: Tieu Thi Nguyet Ha

4 Digital Marketing Campaign

Based on the above analysis, below we would like to propose a 1-year digital marketing campaign
for Biti's Hunter product line.
We divide the plan into 4 campaigns as shown in the slide:

4.1 Campaign 1 : INCREASING AWARENESS – THE WAVE on SOCIAL MEDIA

Duration: 3 months (from 1st Sep to 30th Nov)
Objectives:
- Promote advertising of the new product line positioning HIGH-LEVEL SPORTS called
"Biti's Hunter" on social media sites
- Increase Biti's brand awareness, especially with the target customer market
- Build relationships between Biti's and potential customers and partners of Biti's
- Increase revenue from the domestic target market

Activities:
1. Vinamilk & Biti’s: Collaborative campaign between Biti's and Vinamilk, in which
customers who buy Vinamilk dairy products will have the opportunity to receive Biti's
Hunter children's shoe models.

17
 Detail:
The purpose of this activity is to increase brand recognition for Biti's Hunter Junior product
line.
Operations will begin in September 2023. Biti's will contact Vinamilk to propose
cooperation, documents, profits and other terms of the contract. After the contract is signed,
Biti's and Vinamilk will start making viral videos to introduce the event, and post
introductory content about this event on social media platforms including Facebook,
Instagram, Youtube and Tiktok.
The reason for choosing Vinamilk is because it is the leading brand in the dairy industry in
Vietnam, aiming to improve the quality and health of Vietnamese people, with customers
who are middle-income parents and is suitable for Biti's Hunter Junior's target customers.

2. Giveaway: Give away free shoes to 3 lucky customers when participating in the giveaway,
attracting the attention of young people.
Detail:
This activity aims to enhance interaction between customers and Biti's. Participants will
follow the Giveaway steps on Biti's IG page and wait until the result announcement date.
Prize: The 3 people who do it right, enough and fastest will receive a free pair of shoes in
the gift list of Biti's Hunter products.

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4.2 Campaign 2: INCREASED ENJOYMENT
Duration: 4 months (from 1st Dec to 30th Mar)
Objectives:
- Raise customer awareness of the Biti's brand
- Continue to position Biti's as a domestic product with good quality products. Aiming to innovate
new product lines to suit consumer tastes.
- Build relationships with potential customers. Increase sales of Biti's products
Activities:
1. Sponsor Double2T's new MV
Duration: 4 months
Detail:
Reason for choosing Double2T: he is the champion of Vietnamese Rap season 3, successful
with the image of a “người miền núi chất” ("cool mountain man") with rap songs imbued
with national identity. He dared to step beyond his comfort zone and strive to pursue his
passion. In addition, his style matches the image of Biti's shoes: simple, rustic but
groundbreaking and individual.
Advertising content: Emphasizes the durability of Biti's shoes when traveling on long and
bumpy journeys. The advertisement focuses on Biti's shoes having high quality, unique
design, personality and fashion. Thereby conveying the message “Người Việt chất” "Cool
Vietnamese people" with Biti's Hunter shoes. In particular, the MV will be filmed in the
Northwest mountains of Vietnam to show the majesty as well as the desire to bring the
brand to the top in the footwear industry in Vietnam.

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 2. Promote advertising on social networks via FB, IG, Youtube, Tiktok
Detail:
Promote activities through Google Ads, Facebook Ads, Tiktok Ads and Youtube Ads tools.
Promote product advertising to increase brand recognition, and post articles about cross-
country journeys, travel and sports-related issues.
3. Influencers marketing: Hire famous people to post product advertisements with the
message "Cool Vietnamese people"
Detail:
On the online platform, Biti's continues to carry out advertising activities and maintain interaction
with customers. In addition, Biti's applies a campaign to cooperate with influential people to
widely promote the image of Biti's and call on everyone to join in spreading the message "Cool
Vietnamese people". Biti's will focus on the FB and Tiktok platforms because these two platforms

20
have a large number of users in Vietnam.

Starting the campaign, Biti's will contact KOLs, KOCs and influencers to cooperate in testing.
KOLs/KOCs will have the opportunity to try the products and share their experiences with a large
audience. Prioritize influential people in the field of sports, exercise and health. Some prominent
KOLs that Biti's targets are:
Tri Thit Boa: a tiktoker that emerged with diverse content around fitness, cooking and nutrition,
he has conquered the hearts of many young people, especially the Gen Z generation.

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Hana Giang Anh: She is a famous female fitness trainer in Vietnam. Take the lead in inspiring women to
improve their physiques by exercising, sharing about eating and resting.

4.3 Campaign 3: Reminds and stimulates the desire to own

Duration: 3 months ( from 1st Apr to 3th Jun)
Objectives:
- Raise customer awareness of the brand and build a distinct image
- Improve customer understanding of Biti's shoe brand
- Promote the desire to purchase, increase sales.
Activites:
1. Invite Double2T to be a brand ambassador
Detail: After collaborating in Double2T's new MV, Biti's continued to invite him to be the
brand representative for their own "Cool Vietnamese People" collection and announced it
to customers.
At the same time, Biti's continues to promote communication through social media
marketing and content marketing to increase accessibility to as many customers as possible.

2. Organize the contest "Long-distance endurance"

Detail:

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 The contest was held on the FB platform, people shared about their journey accompanying
Biti's on trips, experiences or across Vietnam. Specifically, participants will share their
experiences when using Biti's shoes on their personal page and set it to public, including
the hashtags #Biti'sVietnam and #NguoiVietchat to participate in the contest.
Through the contest, the new message "Long-distance endurance" will be conveyed
through content marketing articles about the adventure journey accompanying Bitis.
Promote posts within the travel enthusiast community. From there, creating a community
of people with the same passion and a large number of potential and loyal customers.
Prize:
- 1 first prize: receive a pair of Biti's Hunter shoes from the "Cool Vietnamese
people" collection and a 40% discount coupon when purchasing Biti's products.
- 2 second prizes: given a pair of Biti's Hunter shoes in a separate list.
- 3 third prizes: 60% discount coupon when buying Biti's products

4.4 Campaign 4: PROMOTE PURCHASING

Duration: 2 months (1st Jul to 30th Aug)
Activities:
1. Launch discount promotions to stimulate shopping
Detail: Biti's will cooperate with e-commerce websites. Use discount codes when watching
livestreams within certain time frames at Lazada and Shopee.

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 2. Evaluate and adjust plans
Analytics is a critical pillar for successfully optimizing digital marketing spend and performance.
Biti's must measure every action using KPIs to find out whether it is achieving the expected ROI.
Measure the effectiveness of the strategies and activities they have implemented in their digital
marketing strategy, this will help Biti's overcome what is not working to achieve the set goals.

5 Marketing Budget
5.1 Campaign INCREASING AWARENESS – THE WAVE on SOCIAL MEDIA

SCOPE TIME PRICE REASON

(1000
VND)

Facebook 3 112,000 - The average price of CPC*: 0.2

Ads (months) - The average price of CPM*: 3
- Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 500,000 clicks): 250,000
=> CPM cost (for 4M impressions): 12,000

Instagram 3 125,400 - The average price of CPC*: 0.25

Ads (months) - The average price of CPM*: 0.01
- Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 500,000 clicks): 125,000
=> CPM cost (for 4M impressions): 400

Tiktok Ads 3 87,000 - The average price of CPC*: 0.15

(months) - The average price of CPM*: 3
- Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 500,000 clicks): 250,000
=> CPM cost (for 4M impressions): 12,000

SEO 3 12,000 4,000 per month

website (months)

Content 3 21,000 7,000 per month

marketing (months)

Display 3 30,000 10,000 per month

advertising (months)

Viral video 3 100,000 - Colab with Vinamilk to produce a video to viral

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 marketing (months) marketing
-> Cost: 100,000

Sales Numerou 50,250 Deal: 15 percent-off voucher to a gift

promotion, s Quantity: 700pcs
gifts Average price of an product sales pair: 50
100 gift ( a product has average price: 450)

Other 5,000
expenses

Estimated 542,650
total costs

5.2 Campaign 2: INCREASED ENJOYMENT

SCOPE TIME PRICE REASON

(1000
VND)

Facebook 4 515,000 - The average price of CPC*: 0.2

Ads (months) - The average price of CPM*: 3
- Wanted quantity of audiences interacting: 3M
=> CPC cost ( for 1M clicks): 500,000
=> CPM cost (for 5M impressions): 15,000

Instagram 4 250,500 - The average price of CPC*: 0.25

Ads (months) - The average price of CPM*: 0.01
- Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 1M clicks): 250,000
=> CPM cost (for 5M impressions): 500

Tiktok Ads 4 116,000 - The average price of CPC*: 0.15

(months) - The average price of CPM*: 3
- Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 500,000 clicks): 250,000
=> CPM cost (for 4M impressions): 12,000

Youtube 4 144,000 - Skippable In-stream Ads (TrueView Ads)

Ads (months) advertising price: 2480 VND/view (70%
discount)
The number of registered views is over 300,000 views.
Estimated views: 1M - >= 3M

SEO 4 16,000 4,000 per month

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 marketing (months)

Content 4 28,000 7,000 per month

marketing (months)

MV Numerou 600,000
sponsorship s

Other 5,000
expenses

Estimated 1,674,500
total costs

5.3 Campaign 3: Reminds and stimulates the desire to own

SCOPE TIME PRICE REASON

(1000
VND)

Facebook 3 112,000 ● The average price of CPC*: 0.2

Ads (months) ● The average price of CPM*: 3
● Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 500,000 clicks): 250,000
=> CPM cost (for 4M impressions): 12,000

Instagram 3 125,400 ● The average price of CPC*: 0.25

Ads (months) ● The average price of CPM*: 0.01
● Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 500,000 clicks): 125,000
=> CPM cost (for 4M impressions): 400

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 Tiktok Ads 3 87,000 ● The average price of CPC*: 0.15
(months) ● The average price of CPM*: 3
● Wanted quantity of audiences interacting: 2M
=> CPC cost ( for 500,000 clicks): 250,000
=> CPM cost (for 4M impressions): 12,000

Google Ads 3 45,000

(months)

SEO 2 (phase) 21,000 7,000 per month (4,000 per phase 1; 3,000 per phase 2)
Marketing

Content 2 (phase) 30,000 10,000 per month (7,000 per phase 1; 3,000 per phase 2)
marketing

Influencer Numero 91,775 ● According to GlassDoor, the estimated total pay for
marketing us a Media and Brand Influencer at Bitis is 22.18 per
hour. Quantity: 10 people, 8 hours each -> Cost:
1,775
● Celebrities: average 10,000 per day. Quantity: 1
people
-> Cost: 90,000

Other 5,000
expenses

Estimated 391,775
total costs

5.4 Campaign 4: PROMOTE PURCHASING

SCOPE TIME PRICE REASON

(1000
VND)

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SEO 2 8,000 4,000 per month
marketing (months)

Affiliate Numero 1,040,000 The commission for each linked product is:
marketing us ● 8% for new customers
● 2% for existing customers
Wanted quantity of audiences interacting:
● 1000 new customers
● 1M existing customers
Average price of 1 product: 500

E- 2 290,000 - Lazada: 50,000

commerce (months) - Shopee: 90,000
Marketing - Tiktok: 60,000
- Tiki: 40,000
- Other: 50,000

Other 5,000
expenses

Estimated 1,343,000
total costs

● CPC: Cost per click; CPM: Cost per mille; CPE: Cost per engagement
● The set prices are the average prices for interest “Bitis.Inc” in 2021.

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6 REFERENCE
1. Brademar. (2021). Khách hàng mục tiêu của Bitis Hunter. https://brademar.com/khach-
hang-muc-tieu-cua-bitis-hunter/
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