1. SUMMARY
1
4
2
5
3
6
Understanding of What to sell?
And How to achieve?
Product Concept
The journey of the From-
Invisible-to-Top-of-mind
demonstrated in 3 phases
Branding Concept
1.000.000 items sold? How
possible?
Campaign Objectives
AISAS model in detail
Creative Deliverables
Lift your step to the paradise!
Big Theme
Reasonable cost for an effective
campaign?
Timeline and Budget
2. S
O
T
W
Weakness
• Higher price in the category
• Not-yet-effective communication strategy
• Limited distribution channels- a shortage
compared to others undefined goods.
Strenghts
• Reputated umbrella brand- Biti’s
• Light and soft material with upper strap
made of PVC & TPU rubber
• Suitable for Vietnam weather conditions
• Anti-Slip sole for uers’ safety
• USP: Durable designed at a reasonable
price.
• Guaranteed sales policy
Opportunities
• No. 1 and unique brand of flip-
flop in the market
• Better living conditions allow
consumer to have higher
requirements when
purchasing goods
Threats
• Flip-flop hasn’t been seen
as an important and
deserved-to-concern
product
• Floating products with
competitive price and
diverse designs
PRODUCT CONCEPT
BITI’S NEW FLIP-FLOPS
3. Promotion
Buy a couple for
parent get 1 free
for children.
Voucher/ Coupon
Discount policy
for supplier in order
to promote sale.
Giftsfor
participants of
online contest
Product
USP: Light and soft
flip-flop with anti-flip
sole which is safe
for usersin harsh
conditions. A
durable and safe
product with an
acceptable price
and stunning design.
Price
Upper segment
compared to others
product in the same
category.
Focus on the mind
set of “You get
what you pay
for”
Place
Outlet: The whole
market covered by
over 1,500 stores
Online: Website
store
Express storesat
tourism location:
based on the
mindset of
convenience
purchasing on the
go.
PRODUCT CONCEPT
4. BRANDING CONCEPT
Phase Phase2 3
Convert flip-flop, in general, and Biti’s, in specific, from an
invisible partner into a visible friendin the mindset of
consumer.
“Do you have this flip-flop in your daily journey?”
1Phase
“A perfect pair of flip-floplift you up to the
paradise, another bad one can lead you to the hell.
Be thoughtful when choosing your friend!
A qualified pair of flip-flopimplies Biti’s as
the way Honda did with motorcycle, when every
bike is called Honda!
5. Characteristic
Dynamic, lively, youthful
Concern of self health
Concern of family’s health
Personality:
Age: 18 – 30
Sexual: Female
Place: Living in major city
Touching Points:
Online: Social Network, websites
Offline: Outlets, Express store,
Promotion Event, Airport,
Tourism Location.
Insight
I want to live my daily life, as
well as to have a travel to be
entirely perfect from the
smallest thing, of which is the
flip-flop I am wearing.
TARGET AUDIENCES
6. BIG THEME
Lift your step to the paradise!
An online competition
associated with viral
content on media (such as
viral videos & images)
about destinations in
Vietnam to
ingeniously imply high
qualified Flip-flop image,
getting attention around
the product.
Promote buyer through
promotion campaign
associated with awards
from the competition to
attract potential
customer to prepared
touching points such as
outlets and websites.
Officially kick-off
discounted policy for
sellers and
distributors in order
to optimize the
conversation rate at
touching points.
Maintain the effects of
previous activities in
the aftersales and
guarantee policy &
customer care
Strangers Visitors Leads Customers
