1. • Company:
"The queen of EVA Flip-flop".
Oneofthe leading shoemanufacturers with morethan 8.5 %of local market share.
The legendary motto "Nâng niu bàn chân Việt" has been imprintedonthemindsof many Vietnamesegenerations and becometheheritageofBiti’s.
• Category &Competitors:
90% market valuecontribution areunbranded, equivalent with 1.6thousand billion VND (Euromonitor Report2015).
Among Unbranded, low tier (China source) and middletier (Thailand source) aremain players.
• Consumer:
CurrentBiti’s consumers focuses in urban, especially2key cities (HN, HCM).
15-30 is largest groupof consumers (˜)
Overall Landscape
2. Againstthelower arch profileof 80% Asian foot, current flip-
flops aretoo flatthatthey don’t embracethesole– creating
thepainful gapthat causes pressureon ankle& strap-keepingtoes
when youtravel on flipflopfor morethan 15’ (*)
http://blogs.wsj.com/scene/2011/01/11/are-‐asian-‐feet-‐different/ &
http://kenh14.vn/suc-‐khoe-‐gioi-‐tinh/dep-‐xo-‐ngon-‐khien-‐chan-‐phai-‐keu-‐la-‐oai-‐oai-‐2012032911131646.chn
ASTHE SYMBOL OF RELAXATION
FLIP FLOP BECOMESA BURDEN - BREAKS ITS OWN PROMISE AFTER 15’WALKING
Consumer painpoint
3. Target Consumer
• Enjoyingtogether joy is distinctiveculturaltraceof Vietnamese(94,104,871 people)
• Using flipflop& suffer thepain point (10% footwear market – 8,600,000 pairs of feet)
• Love to go for a hangout – young (core as 18-24 – 35% population), South urban focus (Bitis strenth – 15% population)
4. Product Concept
Consumer painpoint Main Benefit RTB
THE PAINFUL GAP Close THE PAINFUL GAP with V-
HUG technology that PERFECTLY
FIT YOUR VIETNAMESE SOLE
LIKE A HUG
(1) Our unique soft EVAthat sink
tothe shape of your feet,
hugging ittightly & perfectly
(2) Massage ballson all interfaces
to maximizecomfort
(3) Anti-slip functiononthesole to
protect users
5. Consumer Insight Product Offer
Every togetherjoy begins with a footstepout
– which shouldn’t beburdened bythepainful
gaponour feet
Close THE PAINFUL GAP with V-HUG
technology that PERFECTLY FIT YOUR
VIETNAMESE SOLE LIKE A HUG
+
Brand Idea
TAILORED MADE TO HUG
VIETNAMESE JOYFUL FEET
6. Positioning statement
Brand communication Idea
Provdie what
Flip flop
To whom Differentiateby RTB
Vietnameseyoungster, 18-24,
Urban, ABC+
Close THE PAINFUL GAP with
V-HUG technology that
PERFECTLY FIT YOUR
VIETNAMESE SOLE LIKE A
HUG, enablingthem to fully
embracetogether fun
Our unique soft EVAthat sinkto
the shape of your feet, hugging
ittightly & perfectly
Massage ballson all interfacesto
maximizecomfort
Anti-slip functiononthesole to
protect users
THE V-HUG MARK
(THE SUN-BURN MARK ON FEET WHEN WEARING FLIP FLOP FORTOO LONG – IMPLYING: “BITIS’ V-HUG
ISTOO COMFORTINGTHAT YOU LOVE WEARING IT FOR VERY LONG WHEN ENJOYING YOUR OUT-DOOR
JOYTOGETHER
7. Creative deliverables
GET
Vietnameseyoungster,
18-24, Urban, ABC+
WHO TO BY
Enjoy goingout and have fun
together, which begins with a
footstep, which shouldn’t be
burdened by any smolderingly
uncomforting experience
Buy BITI’S V-HUG Aggressively communicatingthe
perfectly fit and comfortable
experience with V-Hug in youthful
channels (50% Digital,30%
ActivationTrial,20% sponsorship)
8. Campaign Objectives
- Businessobjective
Doubleturnover to VNĐ200 bil
- Marketingobjective
IncreasingBrand penetration (+50% vs current) by recruiting users from unbranded (Thai flip
flop) & branded (hi-end consumers but wait for Promotion)
- Communicationobjective
MaximizeTA’s awareness (80%) with relevant & distinctive story (TOM: 30%)
10. ExecutiveSummary
Objectives:
-Business: double turnover to VNĐ200 bil
-Marketing objective: increasing Brand penetration (+50% vs current)) by recruiting users from unbranded (Thai flip flop) & branded (hi-end consumers but wait for Promotion)
-Communication: maximize TA’s awareness (80%) with relevant & distinctive story (TOM 30%)
Product Concept: Close THE PAINFUL GAP with V-HUG technology that PERFECTLY FIT YOUR VIETNAMESE SOLE LIKE A HUG
Brand Concept: Hug your feet – Embrace your together joy
Overall Landscape:
1/ Category: Flip flop market approximately values 1.800 bil VNĐ. Branded products account for 10%.
2/ Competitor: Unbranded flip flop pie is ruled by China (low price tier) and Thailand (middle tier).
3/ Company: local leading footware company with longlasting reputation and unique EVA technology (customized for Vietnamese)
4/ Consumer:
- Current Biti’s consumers focuses in urban, especially 2 key cities (HN, HCM).
- Consumer target: 15-30 is largest group of consumers (~32 mil), nationwide, BC+
- Communication target: 18-24, urban, ABC+
Deliverables: IMC campaign (Digital driven)to get communicationtarget who Enjoy goingout and have funtogether, which begins with a footstep, which shouldn’t
be burdened by any smolderingly uncomforting experienceto purchaseBiti’s V-hug by: offeringthem a perfectly fit and comfortableexperienceto freely enjoythefun.
Channels: Digital (500K), Social & PR (100K), Producttrial Activation (70k), Sponsorship(30k)
TotalCampaignBudget: 700k USD
Timing:
- Launching: Apr 2017 – Jul2017
- Sustain: Back-to-school (Sep2017)
