SEO Master Class - Steve Wiideman, Wiideman Consulting Group
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1. BITI’S UP
Flip-flop is just flip-flop. Every
flip-flop is the same.
BITI’S UP
• Safety attribute (anti- risk of fungus and bacteria) of Bitis Up
Is at + 700 bps
Getting them aware of the Un-branded flip flop harness convincing them about the safety feature (anti- risk of fungus and bacteria) of Bitis
Up
Vietnamese young adult from 25 to 35 y.o, living in urban, LSM 7+,
They are in very first step to affirm themselves. They have lots of burden, pressure on their shoulders, most coming from even themselves as concerns about: future career, how to become
success…
Exclusive material
Credibility
Advanced technology
(PercoverTM tenchnology)
New launched flip-flop from Bitis
brings about the safety-feeling.
BEAT UNSAFE FLIP-FLOP, STEP UP WITH SAFE BITI’S UP
Enabling thoughts:
We define “safety flip-flop from Bitis” is both functionally
safe and emotionally secure to step up.
2. MMO:
Penetration: + 6% (in urban)
TO: 50 bio in 1st 3 months
(among 17 youngster 1 will buy you)
To buy new launched flip-flop
from Biti’s Up
By Getting them aware of the Un-branded flip flop
harness and Convincing them about the safety feature
(anti- risk of fungus and bacteria) of Biti’s Up
Get Un-branded flip-flops users
MCO:
Safety attribute (anti- risk of fungus and
bacteria) of Biti’s Up is at + 700 bps
JTBD + MMO +MCO
3. TARGET AUDIENCE
.
Vietnamese young adult from 25 to 35 y.o, living in urban, LSM 7+,
They are in very first step to affirm themselves. They have lots of burden, pressure on their shoulders, most coming from
even themselves as concerns about: future career, how to become success…
Current behavior
I’m buying any flip-flops without considering
about the brands, as long as it’s convenient, it’s
all fine.
Future behavior
Buy new launched flip-flop from Bitis.
Trigger
Do you know that the more wearing un-branded
flip flop, the higher risk of fungus and bacteria
infect your feet skin ?
Current perception
Flip-flop is just flip-flop. Every flip-flop is the
same.
Future perception
New launched flip-flop from Bitis brings about
the safety-feeling.
Barrier
Low awareness about un-safety of un-branded
flip flop
4. Flip flop – the daily young adult buddy. However, do you know that the more wearing un-branded flip flop, the higher risk of
fungus and bacteria infect your feet skin ?
Introducing the new premium flip flop Biti’s Up!
The advanced PercoverTM technology is applied 1st time ever in the new premium flip flop Biti’s UP
All the dots underneath are covers by firm and light sole which prevent dirt and bacteria infecting from environment. The new
generation of flip flop is the perfect protection choice for your feet.
Give you the safe feeling for your all day.
The new premium flip flop Biti’s UP! Gentle care Vietnamese feet
PRODUCT CONCEPT
5. BRAND KEY
Brand Personality:
Values: trust-worthy, innovative, dare, challenges
Personality: Friendly, happy, inspirational
Benefits:
Functional benefit: Secure and durable products
Emotional Benefits: Bitis helps them feel more
brave to take any challenges in the journey to step
out of their comfort zone
Product truth:
Secure and durable through Exclusive material,
credibility, advanced technology
(eg. EVA is made from Bitis secret formulation,
Bitis is a long time establish brand)
Human truth:
Vietnamese young adult don’t dare to step up
out of their comfortable zones because
they’re afraid of challenges and failures.
Discriminator:
Only Bitis helps you dare to take any challenge by
secure, durable product and trusted feeling
The people we serve:
Vietnamese young adult from 25 to 35 y.o, living in urban, LSM 7+
They are in very first step to affirm themselves. They have lots of burden, pressure on their shoulders, most coming from
even themselves as concerns about: future career, how to become success…
BRAND PURPOSE
when you do dare to step up out of your comfortable zone. All challenges and failures along the journey
will unleash your potential to success. This thousand-miles journey only starts up with a first single step.
Bitis will bring out the superior care steps to empower you to step up out of your comfortable zone.
6. BRAND PURPOSE
BRAND
COMMUNICATION
IDEA
CAMPAIGN IDEA
(Key message)
RECOMMENDED
CHANNELS
Bitis empowers you to step
up out of your comfortable
zone
Dare to step up
With Biti’s
OHH
ONGROUND
EVENT&PR
iTVC
BEAT UNSAFE FLIP-FLOP
STEP UP WITH SAFE BITI’S UP
CAMPAIGN IDEA
Digital
Activation
7. BITI’S UPCAMPAIGN IDEA
BEAT UNSAFE FLIP-FLOP, STEP UP WITH SAFE BITI’S UP
What it is?
Long-term benefit recognition of safety.
Safety function that bring out secure feeling at first to explore
more
Exploring the world to know more about the world to equip for
on-going journey
Self-developmentSelf-development
What it isn’t?
Short-term use
focus solely on function
Just go for fun without personal development
Self-indulgence
