1. EXECUTIVE SUMMARY
Bitis is a company, a brand that gains good national image with pride among
Vietnamese. With limited A&P investment, we still accelerated our organic growth is a
strong proven success of leading quality and sustainable brand health.
Flip-flop category is on an continuous upward trend at 5% YoY growth, but we are
under more and more challenging competitive landscape, global brands and imported
brands are switching our loyal Bitis users due to a perception that “Bitis is my Mom’s
choice for me, now I am growing up, I need something new”.
We decide to accelerate our growth by launching a brand new Flip flop which address
youngster need, not only basic needs.
The campaign name: “MOVE YOUNG WITH THE FLIP”
This campaign aims to change the consumer perception with Biti’s, Bitis will
accompany with the youth to leave greatest footprint ever
And we need you help us to generate our Key message, strong product RTB to million
Vietnamese youth!
2. BUSINESS BACKGROUND
Biti’s History
Biti’s was established in 1982 and specialized in making rubber sandals. Annually we
produce more than 20 millions pairs of footwear and have 8.5% local market share.
Product background
Flip-flop is Biti’s featured product since its very first days. After nearly 35 years, this
product has been associated with “very durable” and “reasonable” in consumer
perception.
Turnover from flip-flop is 100 billions VND (unit price appx. 60,000 – 75,000VND). The
consumption mostly from urban area (North and South).
STRENGTH
- Biti’s has nearly 35 years experience in producing
rubber sandals/flip-flop
- Biti’s control the manufacturing process from material
to final design.
- Biti’s brand associated with “very durable” (100%
survey)*
WEAKNESS
- Biti’s brand associated with old-fashion and limited
design (according to U&A survey)*
- Low TOM brand awareness (when asked about flip-
flop brand)
- Low consumption rate (1.44 pairs/person/year)*
OPPORTUNITY
- Category growth is 8% annually (according to Hanoi
Moi newspaper, 8/2015)
- Government strategy to support local business
“Vietnamese use Vietnamese product”
THREAT
- Local competitors also invest in their image and
reputation: Hong Hanh, Hong Thanh
- TOM flip-flop brand: converse, Havaianas, adidas
(80% survey)*
- Thailand flip-flop imported into Vietnam with
diversified designs and distributed widely.
(*) Survey conducted on 22th Apr 2016.
3. CONSUMER USAGE & ATTITUDE SURVEY
90%
36%
48%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Use at home Use to go out Use at the beach Use for gifting
95% 94%
90%
68%
77%
0%
20%
40%
60%
80%
100%
120%
Durable Old-fashion Limited range
of choice
Mom's choice
in the past
Reasonable
price
Conducted with sample size = 50
Female = 28 Male = 22. Age range 18-30, HCMC (f2f interview) and HN (interview via phone)
Average consumption rate: 1.44 pairs/ person/ year.
When ask about TOM flip-flop brand, young people tend to list down foreigner brand like:
adidas, Havaianas, converse or Thailand imported… When ask about local brand, only 58%
pop up with Biti’s. They think Biti’s brand is old-fashion and cannot be associated with flip-
flop which is used by the young people.
Purchase consideration priorities: Fashionable design, quality of material, comfortability.
4. FLIP-FLOP USER CONSUMER INSIGHT
“I like the way that flip flop is easy
going, just slip your feet in then you can
go out catch up with friends, go to the
beach, or just sneak out to purchase
some stuff close to my house.
I enjoy shopping different designs of
flip flops, which uplift my feeling and
express what I like when meet up my
friends”
“I would have flip flop for short distance
moving from home, I feel so comfortable
and cool (shoes will heat my feet), but
sometimes I hesitate to slip in a flip flop
in even casual friends gathering as I
concern that my toe will show off too
obviously, and my friends will recognize
how bad look is my toe!!”
BITIS MOVE YOUNG
USER PROFILE
Core value
A progressive youth have strong desire of
leaving him/her own footprint in the big
world.
• Fun loving, social, precise, fashion savvy,
love exploring and experiencing new things.
• Want to make decision by myself, without
any planned choice offered from parents.
Characteristics
Believes
The way I dress up, include everything from top
to toe, is the truest language to tell people who
I am.
Being perceived as an old-fashion.
Being heritage brand choice from elderly
generation which I don’t think fit with me any
more.
What I don’t like
Demography: 18 – 30 years old, living in Urban area.
5. PRODUCT CONCEPT
New Launch – MOVE YOUNG flip-flop
Based on the Brand Awareness Survey and SWOT, we decide to launch a new flip-flop
product with improvements as:
• Technology: - Remove 3 holes on the sole where the Y straps sticking in.
- Adding a new layer of EVA over the sole to prevent it from losing
shape and breaking.
• Fashionable design:
- More fashionable design for the flip-flop: 3 collections per year
with the theme of Summer Beach, Quotes for Youth and Sporty
Winter.
- Innovation with the “letterpress printing” on the sole to create
impressive footprint when walking on sands or relevant surface.
Product RTB: Fashionable, Diversified and Durable.
The footprint created with new sole design
6. ATTRIBUTES
Apply new technology to
enhance product function: anti-
slippery, hygiene and safety
YOUNG
Innovative design lets young
people to express their feeling
and lifestyle in a cheerful and
diversified way.
INSPIRATIONAL
To become NUMBER ONE
Vietnamese brand in footwear
industry
TRUST
Experiences in producing high
quality product with long
durability and trustworthy
values.
MOVE YOUNG FLIP-FLOP
Accompany with
Vietnamese youth to
explore the world
BRAND CONCEPT
7. MOVE YOUNG WITH THE FLIP
LAUNCHING CAMPAIGN PLAN ON A PAGE
Double flip flop revenue up to 200bil VND
1. DRIVE BRAND
AWARENESS AND
DIFFERENCIATION
2. DRIVE ENGAGEMENT
AND WORD OF MOUTH
AMONG TARGET
CONSUMER
3. INCREASE VOLUME
BY MAXIMIZING
BRAND USAGE
OCCASIONS
• Equity: Own “Diversified”, “fashionable” & maintain “durable”
• Volume Share: 20% in National Urban age 18-30 yo (+5pt vs year 2015*);
• Value Sales : +100% growth for total Bitis flip-flop, Incremental revenue from
Moving Forward = 135 bil VND (cannibalized with current flip flop portfolio control
at 35%)
Successfully Launch new product range of “Moving forward” Flip flop in Urban
(commercial launch in May’2017)
Note: (*) Volume share base on ration between Bitis number of flip flop sold out versus Total Urban sold out at average consumption
1.4/head/year (in age range 18-30
No. 1 TOM among
target consumers.
Top brand
associations:
• Diversified choices;
• Fashionable
collections
• Durable usage
Conversion rate
from since Month 3
• Aware -> Trial: 50%
• Trial -> BUMO: 20%
No.1 SOV during 12
months;
Recruit 613,636
users in year 2017
Increase consumption
volume from 1.4 -> 2/
head/ year in Urban
cities
8. MOVE YOUNG WITH THE FLIP
LAUNCH CAMPAIGN DELIVERABLES
Creative deliverables
(1) Based on product
concept (3 collections),
develop artwork to be
printed on Move Young
flip flop.
Deadline: July2016
(2) Based on product
concept and product
visuals, develop
communication
materials across touch
point: ATL and POSM in
stores.
Deadline: all finished by
Jan’2017
IMC campaign deliverables
Principle: drive traffic to land at Brand’s fan page.
Note: Product to be available in stores Urban cities since Apr’2017
Deliver IMC plan addressing current brand weakness and accelerate product
RTB, tight up to Launching goals and KPIs.
Deadline for first proposal: 30 May 2016
AWARENESS
Terrestrial &
Digital
WORD OF
MOUTH
Digital
campaign
POS
PROMOTION
& TRIAL
GENERATION
TESTIMONIAL
Brand
ambassador
9. MOVE YOUNG WITH THE FLIP
LAUNCH CAMPAIGN BUDGET
Item Budget (mil VND)
Creative package 300
POSM production 2,000
Viral video production 800
Media 3,000
Digital 3,300
Activation 5,500
Ambassador 800
Total 15,700
