1. Vietnam with young population (30% are 18 – 25 y.o group) contributes more
than 50% total turnover of footwear industry.
70% our core users are
belonged to 35+ y.o
Mass flip-flop has been our heritage for 35 years since establishment.
However, the flip-flop category is now facing fragmentation, with no leading brand.
=> Opportunity for more source of growth by focusing on YOUNG target
group, and refresh the young brand look
2. Imagine this is you, the flip flops, at the best relaxing feeling of yourself.
We call this the: “THE NAKED MOMENT”
in the modern life, we have to
adapt to fit in Different Roles
A Student, a Officer
A Youngster in love
Everyday, you have to run to catch
the first bus to school,…
Then rush to prepare for the date
with the hottest guy/girl in town
A Friend
And the birthday party of the BFF
at your favorite bar right after that
But
I want to start with a story
3. As a youngster, I feel more pressure than ever because I have to face to many tensions of racing to fulfill different
roles. Deeply inside, I’m looking for slow-down moment, when I can live a “ME” time and get re-charged to keep
moving forward
4. Ultimate Fit, Pleasant Comfort
BITI’S FLIP-FLOP CONCEPT
1. Soft and tendered EVA base
2. Highly elastic upper strap, to fit with your feet size.
3. Design young and stylist, suitable for YOUNGSTER
4. Advantaged base R&D technique, without 3 holders,
to ensure LONGEVITY.
5. Get RECHARGED in every “me” moment
We will encourage them to find more energy by getting out of their intensive
multiple-role lives to
Biti’s flip-flop
RELEASE TENSION. ENJOY THE WALK!
6. A new innovation campaign to launch the new flip-flop range targeting for youngster to:
- Double the company flip-flops’ turnover
- Refresh young look of Biti’s brand
Profile of target audience:
- Core age group: 18 – 25 years old, male and female
- Living in Urban, LSM 4+
- Personality: Dynamic, Lively, Active
Campaign deployment time:
- Launch time: Summer 2017
Key successes look like (after one-year launch):
1. 1 million new youngster flip-flops to be sold
2. Biti’s awareness increases by 20%
3. Brand love sentiment score among youngster increases by 10% (3X vs. norm)
CAMPAIGN OBJECTIVE
7. Propose creative execution campaign idea to turn the brand concept tick to target audience.
Propose communication plan to deploy that creative campaign idea, including channel
planning.
Channels priorities:
1. Social + Mobile – main awareness and engagement platform
2. Interactive OOH – build awareness and excitement
3. Activation – trigger product trial and link to sales
*Note: Agency is freely to propose relevant channels with the brief
CREATIVE DELIVERABLES
8. Social &
Mobile
Key channels KPIs Cost
OOH
Activation
- Facebook
- Mobile
- Cinema
- Building banner
- CVS
- Universities
- Bus stations
- Cinema
- Universities
- CVS
Urban reach (8mil
people) in 6
months
10 shows in
HN + HCM
100 locations in
HN + HCM within
3 months
8bil VND
10 bil VND
2bil VND
TOTAL ADVERTISING BUDGET 20bil VND
P&L
Current range
P&L
New range
Price per pair
(VND)
50,000 100,000
Turnover (bil
VND)
100 100
% Gross
margin/ TO
50% 65% *
% Advertising/
TO
(20%) (20%)
% Promotion/
TO – Standard
in-store POSM
(5%) (5%)
% Net profit 25% 40%
* Assuming SCC
increase 50%
for new range
CAMPAIGN BUDGET
9. INSIGHT:
As a youngster, I feel more pressure than ever because I have to face to many tensions of racing to fulfill different roles. Deeply
inside, I’m looking for slow-down moment, when I can live a “ME” time and get re-charged to keep moving forward
PRODUCT CONCEPT: Biti’s flip-flop – ULTIMATE FIT, PLEASANT COMFORT
BRAND CONCEPT: RELEASE TENSION. ENJOY THE WALK!
CAMPAIGN OBJECTIVE:
A new innovation campaign to launch the new flip-flop range targeting for youngster to:
- Double the company flip-flops’ turnover
- Refresh young look of Biti’s brand
CREATIVE DELIVERABLES:
1. Propose creative execution campaign idea to turn the brand concept tick to target audience.
EXECUTIVE SUMMARY SLIDE
