This document summarizes Biti's plans to launch an upgraded durable and fashionable new line of flip flops in summer 2017 to appeal to younger consumers in Vietnam. It outlines Biti's history and market leadership since 1982. The new line will feature exclusive EVA foam technology, a sole without buttons, and locally sourced materials. It aims to be both durable and fashionable for casual outdoor activities. The target market is men and women aged 18-24 who want comfortable, casual fashion. The marketing campaign will build on Biti's brand heritage of durability at affordable prices while announcing the new product benefits. Objectives include increasing brand awareness, trials, and social media followers among the target segment. Activities include TV,

1. BITI’S UPSTREAM

2. Biti’s has been Vietnam’s leading shoes manufaturer since 1982. Reputated thanks to the
durable EVA foam rubber scandals launched in 1990s, Biti’s has maintain as “The queen
of EVA flips flops” as well as well known for durable shoes products at a reasonable price
range for Vietnamese. Biti’s heritage has been imprinted in consumers’ mind as a quality
shoes by Vietnamese and for Vietnamese.
While shoes & flip flop market have been blooming over years in Vietnam, Biti’s has spent
times & resources to invest in technology in order to keep its leading position in the
market. In summer 2017, new technology- flip flop line will be launched with the mission
to bring Biti’s proud product to new millenials customers. With new technology & design,
Biti’s will not only ultimately durable but also highly fashionable.
SUMMARY

3. PRODUCT
CONCEPT
FUCTIONAL
1 Up grated durable
+ EVA foam exclusive technology
+ Sole without 3 buttons
+ Material locally source in Vietnam
EMOTIONAL
1 Carefree
+ Durable
+ Comfortable
+ Safety
+ Hygiene
2 Fashionable
+ Casual trendy fashion design
+ Upper strap can be renew
(by accessories attached)
Anti slip
+ Increase number of thorns
+ The shape to withstand
friction
100.000VND
3
Bacteria reduction
+ New design: no strap through
the sole
2

4. BRAND
CONCEPT
TARGET
CUSTOMER
POSITIONING
“Men (key target) & women (sub-target) from 18 – 24 years old who enjoys
casual fashion, comfortable, freedom & outdoor activities”
Durability
Price

5. BRAND
CONCEPT
“With Bitis’s upgraded durable & design,
no road is too rough.
You just need to walk upstream.”

6. BRAND
CONCEPT
Brand
Essence
Walking
upstream
Competitive
environment
Target
Insight
Indirect competior from imported flip
flop brands: Havaianas.
Other local & Thai Lan flipflop
Men (key target) & women (sub-
target) from 18 – 24 years old who
enjoys casual fashion, comfortable,
freedom & outdoor activities.
“Biti’s flip flop is getting dirty due
to strap through to the sole &
not fashionable”
1. Ultimately durable sole
(up by 50%)
2. Bacteria-proof new design
3. Renewable fahsion design
Reason to
believe
Values &
personalities
Unique
Selling Point
Benefit
- Carefree
- Comfortable
- Fashionable
- Safety
- Hygiene
- Extremely durable with rough
road condition in Vietnam
- Comfortable when travel in any weather
condition (hot or rainy)
- No dirty or wet get through strap to the
surface
- More fashionable than before
An ultimate durable sole and
upgraded design with a locally
affordable price.

7. CAMPAIGN
OBJECTIVES
QUALITATIVE
1) Announce to target customers about Biti’s new flip flop lines
2) New product’s brand message is recalled along with Biti’s brand heritage
3) Educate & convince target customers about new flip flop’s USP
4) Maximize consumer’s product trials
QUANTITATIVE
1) Achieve at least 3rd rank in target consumer’s flip flop Top Of Mind
(apply with target customer at Ho Chi Minh & Ha Noi)
2) 70,000 trial reaches in HCM & 50,000 trial reaches in HN
3) Fanpage likes increases to 150,000.

8. ATL: May –> Aug, 2017
1) i- TVA airing: 20,000,000 impression (reaches + 5) – 4,000,000 views
2) Digital activation: Facebook, Instagram
+ Page likes: 150,000 (facebook) + 10,000 follow (instagram)
+ Ads Impression: 5,000,000/ Reach: 2,000,000
+ ERrate: 3%
+ Online –contest: 5,000 flip flops as gift
1) Summer –Festive season activation: sampling & activation at summer music
festivals & outdoor events in HCM & HN
2) Biti’s in - stores promotion: buy new flip-flop get discount voucher & tickets
to music festivals
CAMPAIGN
DELIVERABLES
BTL: May –> Aug, 2017

9. ATL
CAMPAIGN
BUDGET
ACTIVITY BUDGET (USD)
ATL
TVC production 20,000
i-TVC airing 30,000
Digital communication 30,000
BTL
Sampling & Activation 30,000
In-store promotion 10,000
Total Budget 120,000

10. THANK YOU!