2. CHALLENGE
• Biti’s is leading shoe manufacturers with 8.5% local market
share.
• Flip flop is signature product of Biti’s with only contribution
10%.
How to increase the revenue for flip flop to TA 18-30 ?
3. • Flip flops is popular item in my house
• I wear flip flops as a pain release after torturing in terrible shoes
• I wear flip flops in hangout moment or travel time to feel relax & comfortable
• But flip flop is a easy choice, I can pick any flip flop as long as it’s beautiful & comfortable
Low tier
< 50,000 VND
High tier
>400,000 VND
Biti’s offering
Fact
Class
ificati
on
• Most volume contribution
• Most of unbranded product,
low quality product
• Consumer not care about
brand when choosing
• Need a flip-flop with eye fit
design & affordable price
• Small volume contribution
• Global brand with high quality
product
• Consumer care about brand,
and being influenced by trend
• Lov
Issue
To low tier, Biti’s not offering too much different product but higher price
To high tier, Biti’s is not qualified for high quality and brand equity
CONSUMER UNDERSTANDING
4. • We will launch the high quality flip flop range to
serve for middle-upper segment.
• Biti’s Unlock is offering the EVA flip flop with
trendy design, high quality perceived (catch up
the trend with Havaianas) with lower price.
• The new launch Biti’s Unlock will be the
combination between the comfortable &
fashionable product.
SOLUTION
5. I usually consider flip flop as a way to feel relax when hangout or release tiredness & pain after
wearing others shoes. But the more I enjoy with the flip flop the more I easily get pain with the
tough sole & hard strap; then I do not feel relax any more.
From the heritage Vietnamese shoe maker, new Biti’s the combination of:
• the EVA sole with feet shape which absorb impact every your movement and more durable
in hash environment
• The unique natural rubber strap only from Biti’s to reduce the stress place on your toes
Which gave you the most comfortable, casual, relaxation state of being.
Biti’s Unlock, unlock your feet with
PRODUCT CONCEPT
6. BRAND CONCEPT
CATEGORY
TRUTH
CONSUMER
TRUTH
PRODUCT
TRUTH
Flip flop liberates us from pressure &
gives us the relaxation.
The authentic flip flop from Biti’s
makes you feel real relaxation.
As a youngster, social pressures hold
me back from being fully myself.
INSIGHT:
I wish a to have real
relaxation to fully
express myself.
• To: 22-30, active life style, catch the
trend, being influenced by social ,media.
• For those want to have stress-release &
relaxation, Biti’s Unlock is the new flip flop
brand which provide you not only the
physical comfort but also the state of
being relaxation to be the authentic you.
• Biti’s Unlock is bringing the authentic you
in the authentic flip flop
• Brand big idea:
AUTHENTIC YOU
IN AUTHENTIC FLIP FLOPS
7. BUSINESS OBJECTIVE: Double revenues for total Biti’s flip
flop with Biti’s Unlock new launch.
MARKETING OBJECTIVE: Build Biti’s Unlock awareness
amongst the target audience (50% Awareness, after 1 year
of launching)
COMMUNICATION OBJECTIVE: Biti’s Unlock makes me
feel the best relaxation to enjoy my life. ( Measured via
brand KPI – Make my relaxed)
CAMPAIGN OBJECTIVE
LAUNCHING BITI’S UNLOCK
8. IMC LAUNCH CAMPAIGN
• Campaign big idea –
Campaign Tagline.
• Digital activation: Facebook,
Instagram, YouTube.
• Online PR Activation.
• On ground/ Experiential
activation
• Other channel proposed (if
any).v
TONE & MOOD
Confident, Inspiration, Up
lifting, Optimism,
Relaxation
WHAT SHOUD WE TELL
CONSUMERS?
With Biti’s Unlock, we will
have the authentic flip
flop that bring you the
real relaxation to be
authentic you
BRANDING
• Campaign key visual for online & offline
• Packaging (for flip flop box).
CAMPAIGN DELIVERABLE
