Biti's Style is proposing a new line of fashionable and comfortable flip flops targeted at urban millennials in Vietnam. The line aims to provide limitless fashion inspiration for everyday occasions while still ensuring comfort. The flip flops will be made of lighter EVA plastic and feature Vietnamese designs. The proposal recommends launching a digital and event-based marketing campaign from Q2 2017 to Q1 2018 to raise awareness of the brand, convince consumers of its fashion and comfort benefits, and engage them through experiences with the product. The total proposed budget is 30 billion VND over the launch period.

1. BITI’S STYLE
Daily in-style flip flop for Millennials
Team: TULIPES
Team ID: 24175
Team hash value: eb8d99edd6f237b1d907626b12a10310

2. 1 page Executive Summary
Brand Concept:
An daily in-style brand that gives Millennials an limitless fashion making them
special individuals.
Product Concept:
Limitless fashion inspiration for EVENTFUL DAYS To be INCONIC, IN-STYLE yet
COMFORTABLE Offline & Online
Made by EVA plastic. Lighter & Softer. Durable Anti-Slip.
Dedicated Vietnamese designed for Vietnamese pride
Dedicated Vietnamese designed
for Vietnamese pride
Campaign Objective:
MMO: +3% penetration 8 key urban cities
Financial Impact: Innovation Gross TO: 100 bio VND
Market to Win: 8 key urban cities
Creative Deliverable:
- Branding Identification for Biti’s STYLE
- Holistic Digital-led campaign: FY2017
Planning phase: Q3- Q4’2016
Launch time: Q2’2017
Budget Estimation: 30 bio VND FY1
Recruit Urban Millennials 18-25 YO to buy Biti’s STYLE by
a) Convincing them on Ultimate Fashion of BITI’S STYLE
b) Reassuring with the relaxing and comfort benefit of BITI’S STYLE
Through redefining BITI’S STYLE as an unmissable FASHION item that can be
applied for various occasions and associate it with fashion via fashion events

3. Brand Concept| Biti’s STYLE
ROOT:
the 35 year-old Vietnamese shoes brand for Vietnamese foot care
PRODUCT TRUTH:
Vietnamese designed flip-flops that give Vietnamese millennials
all-day comfort but don’t compromise on style.
HUMAN TRUTH:
Urban millennials who want to always look uniquely fashionable
all the time, online & offline
THE PEOPLE WE SERVED:
Urban millennials who are sociable, fashionable and tech-savvy.
Outlook plays a critical role as it creates the potential for status and for the social influence effect.
THE PURPOSE OF THE BRAND:
To inspire Millennials to limitless fashion by delivering the best in-style comfort
BITI’S STYLE believes that everything can be a source of fashion inspiration, that makes them special individuals.
FUNTIONAL BENEFITS:
BITI’S STYLE pleasurably delivers superior comfort for all day
escapade in Vietnam whether whilst meld the phenomenal style
for fashion-forward millennials
EMOTIONAL BENEFITS:
By offering all millennials the most comfortable and in-style flip
flop in daily occasions, BITI’S STYLE helps them feel proud as a
trendsetter.
DISCRIMINATION:
BITI’S STYLE – a daily in-style flip- flop range of BITIS
BRAND IDENTITY:
Urbanista, In style, Youthful, Self-esteem

4. Target Consumers
• Urban Millennials 18 – 25 YO, LSM 7+
• Sociable. Energetic. Tech-savvy. Social- attached.
• Fashion-lovers. Keep themselves updated on new trend.
INSIGHT
I need daily in-style look because it tells people who I am.
Flip flop to me is such a great source of comfort, which I love to wear it
on daily basis, but, how can I be in-style in flip flop?
My peers can laugh at me.

5. Job to Be Done
CURRENT DESIRE
THINK
DO
Flip flop is casual fashion
stuff which does not light
up my outlook
Biti’s STYLE flip flop is the
right piece to complete
my daily casual look as its
looks of in-style fashion
Don’t pick up flip flop in
daily hang-out fashion
checklist
Choose Biti’s STYLE flip
flop
• Recruit Urban Millennials 18-25
YO look for Trendy-Functional flip
flops
• To buy Biti’s STYLE
• By a) Convincing them on the
ultimate fashion quality of BITI’S
STYLE
b) Reassuring with the relaxing
and comfort benefit of BITI’S STYLE
Through Redefining BITI’S STYLE as
an unmissable FASHION item that
can be applied for various occasions
and associate it with fashion via
fashion events
JOB TO BE DONE

6. Product concept| Biti’s STYLE
Limitless fashion inspiration
for EVENTFUL DAYS
To be INCONIC, IN-STYLE yet COMFORTABLE
Offline & Online
Made by EVA plastic
Lighter & Softer. Durable Anti-Slip
Dedicated Vietnamese designed
for Vietnamese pride

7. Pricing Strategy vs. competitors
Trendy
Individuals who follow fashion
trend and willing to pay for
products that serve as status
symbols
Functional
Individuals who purchase flip flop
mainly for such functional
benefits as comfortable, light in
casual occasions
Convenience
Individuals who make impulse
purchase due to spontaneous
needs
Price tier Key players
>100,000 VND
50,000 VND
100,000 VND
<50,000 VND
Imported flip flops from
Thailand, China
Imported flip flops from
Thailand, China
Both low cost local and
imported flip flops
Biti’s STYLE

8. Communication Framework
Awareness Conviction Engagement
OBJECTIVE
Create awareness about
BITI’S STYLE as the
comfortable in-style flip
flop
Convince consumers of
BITI’S STYLE ultimate
fashion quality and the
comfort benefit
Get consumers to
engage and experience
BITI’S STYLE
MESSAGE
CHANNEL
BITI’S STYLE always
carries your foot with
style
BITI’S STYLE is trusted
as giving the greatest
fashionable and
comfortable footwear
by fashionista
See BITI”S STYLE worn
by fashion icon and get
chance to experience it.
DIGITAL
SOCIAL
PR
EVENT/ ACTIVATION

9. Deliverables and Budget allocation
Q2’2017 Q3’2017 Q4’2017 Q1’2018
AWARENESS CONVICTION ENGAGEMENT
Channels
Type of
content
Deliverables
Digital, Social, PR, On-ground event/ activation
HERO CONTENT with a
digital-led campaign
Holistic digital-led
campaign following by an
On-ground event/
activation campaign
HUB CONTENT with a
digital-led campaign
Holistic digital-led
campaign, following by
an on-ground activation
at youngster’s hubs.
HYGIENNE CONTENT
with digital-led
campaign
Holistic digital-led
campaign, following by
an on-ground activation
at youngster’s hubs.
HYGIENNE CONTENT
with digital-led
campaign
Holistic digital-led
campaign, following by
an on-ground activation
at youngster’s hubs.
BRANDING: DIFFERENTIATED LOGO AND TAGLINE
BUDGET: 30bio
VND (*)
15 bio VND 8 bio VND3 bio VND 3 bio VND
* Total budget is approximately at 50% Gross Margin