2. EXECUTIVE SUMMARY
PRODUCT CONCEPT
BITOES – THE DESIGNED FLIP-FLOPS GIVE YOU THE BEST CONFORT FOR YOUR FEET
WITH MANY DESIGNS CUSTOMIZED FOR YOUR PERSONALITY and YOUR MOOD
BRAND CONCEPT
BITOES – THE COMFORTABLE FLIP-FLOPS ENCOURAGE YOU TO ENJOY THE FREEDOM
OF BEING ‘A TRUE YOU’
‘BITOES FLIP FLOPS – WEAR FREE STYLE. ENJOY FREEDOM’
CAMPAIGN OBJECTIVE
Build ACTIVE AWARENESS of BITOES Flip-Flops
with strong emotional link with consumers and highlight of functional benefits
CREATIVE DELIVERABLES:
The 2-month Integrated campaign for BITOES in 4 key
touch points for bull eye target
CAMPAIGN BUDGET: 40 BIO VND
3. THE MARKET
The competitive landscape is full of unbranded China, Thailand products and highlighted with Havaianas flip-flops
THE BUSINESS CHALLENGE
• Biti’s is one of the leading shoes manufactures in Vietnam. Biti’s is widely known for its qualified footwear and the
legendary motto “Nang niu ban chan Viet”.
• Currently, the flip flop range of Biti’s is not recognized widely.
THE OPPORTUNITY
2017, with the improvement in technology over the last decade, Biti’s is ready to launch a whole new range of flip-flops
with excellent in quality, affordable price and creativity in design
THE AMBITION
• Long-term Ambition: to become the local loved brand and top of mind of Vietnamese youngsters for flip-flops products.
• 2 year Ambitions: Build awareness for New range of Flip-Flops in targeting group in key urban cities
BACKGROUND
4. TARGET AUDIENCE
> Bull’s-Eye: Male / Female , 22- 28 yo
> Live in urban cities:
Ho Chi Minh City, Ha Noi, Da Nang, Can Tho
> First jobbers, busy office workers,
modern, middle to high income
They are balanced seeker of work
and life.
For them, they want to be the best at
work and care about their
professional look. But in their normal
life, they love being casual and
freedom in wearing their own style.
5. TARGET CONSUMER INSIGHT
The story of a young working lady/gentleman
“I want to enjoy the best of both worlds: work and life
At work, I care about my professional look because ‘at work’ image sharpens my working effectiveness and defines my
professionalism with formal outfits
But in ‘my own moment’ at home or ‘hang out time’ at weekend, I want to UNBLOCK myself in the fixed pattern at work or
anyone’s adjustment.
In ‘my own moment’, all I need is a ‘FREEDOM’
A freedom to do what I want to do
A freedom to wear the outfit which shows my personality/my style and feel comfortable
A freedom to enjoy life the most as the way I want
ROLE OF BRAND
6. Collection
‘Banh Beo’ (Girly)
PRODUCT CONCEPT
Highlighted
Funny words on the body of flip flops, customized by your personality
‘Moody Straps’ collection: Straps can be moveable and customized. One pair of flip
flop can have 3 different straps, so you can replace the straps to fit with your mood
and occasions.
THU
BITOES – DESIGNED FLIP-FLOPS GIVE YOU THE BEST CONFORT FOR YOUR FEET WITH
MANY DESIGNS CUSTOMIZED FOR YOUR PERSONALITY / MOOD
Collection
‘Phuot Thu’ (Roadtriper)
Collection
‘Sang Chanh’ (Elegant)
7. PRODUCT CONCEPT
BENEFITBENEFIT
- Most comfortable and durable flip-
flops (Reason to believe: EVA layer that
help you to prevent from losing shape
and breaking)
- Diversified collection straps and
designs – you can change the straps
depend on your mood/personality
- Feel freedom
- Be a true you
E M ANO T I O LF U N C T I O N A L
8. BRAND CONCEPT
BRAND STORY
BITOES believes You need a balance, for ‘work’ and ‘life’, just like a pair of flip flops
BITOES was born to help you live the most of ‘life’
In ‘your own moment’, BITOES – the flip flops - not only bring the ‘freedom’
(the comfort) for your feet, but also encourage you to enjoy the freedom of
being ‘a true you’
BRAND PROPOSITION
BITOES – THE COMFORTABLE FLIP-FLOPS ENCOURAGE YOU TO ENJOY THE
FREEDOM OF BEING ‘A TRUE YOU’
FLATFORM OF CREATIVITY: SELF FREEDOM
‘BITOES FLIP FLOPS – WEAR FREE STYLE. ENJOY FREEDOM’
BRAND PERSONALITY
Friendly, Happy, Freedom, Inspirational
9. CAMPAIGN OBJECTIVES + DELIVERABLES
TVC ad
Digital
On ground events
Activation in
Modern
Trade / POP
OBJECTIVE: Build active awareness of BITOES Flip Flops
with strong emotional link with consumers and highlight of functional benefits
DELIVERABLES:
The 2-month Integrated campaign for BITOES in 4 key touch points for bull eye
target: M/F , 22-28 years old in 4 key urban cities (Hanoi, HCMC, CanTho,
DaNang)
Role: Source of awareness
Highlight functional benefits and new news of product
Deliverable: 1 TVC ad
Role: Establish the emotional platform
‘Wear freestyle. Enjoy Freedom’
Deliverable: Series of 3 Video content
(Music and Viral platform)
Role: Create awareness linked to emotional platform
Deliverable: 1 event which can register Bitoes brand as ‘Free
style. Freedom’ and can repeat as an annual event
Role: Create trial
in-store by
activation
Deliverable: Idea
for activation
generate trial and
penetration
ONE THEMATIC
INTEGRATED CAMPAIGN
10. KPIs and BUDGET
MARKETING KPIs:
- Double company flip flop’s turnover in 12 months
- 75% of Bull’s-eyes be reached by media
- Awareness level after 6 months launch: 50%
Budget (PRODUCTION & MEDIA SPEND): 40 BIO VND
Launching campaign time: 2 months
Launch time: Apr 2017 (summer 2017)
