presentation

1. 1. Product concept: New collection flip-flop for the summer which
is a combination of durability and cool, fashionable style
inspired by concept “ Durability in style”.
2. Brand concept: Durability in style
3. Campaign objective:
- Renew the brand Biti’s, make it younger, more modern
- Create the awareness of the new brand/product and product
trial.
4. Creative deliverable: build a new brand, new collection design,
communication plan, creative idea
5. Budget: 20 Billions VND
COMMUNICATION BRIEF

2. CONSUMER PROFILE
• Age: Male and female from 18-30
years old
• Area: Urban, focus on HCM and Hanoi
• Current users of un- branded Flip-flop
market
• Their lifestyle: choice seeker, dynamic,
they want to look cool, fashionable,
experience new things
• Occasion of usage: use at home, with
friends, in informal situations, for
comfort and joy purposes

3. CONSUMER INSIGHT
What consumer look
for in a flip-flop:
1. Design ( cool, high-
fashioned, trendy…)
2. Comfort ( soft, light)
3. Durability
4. Reasonable price
- Random designs,
not in collection
or theme
- It may look cool
but not build in
my own style
- It may be
comfortable in
short time the
comfort ( softy)
decreases
quickly over time
- Not durable,
easy to lose
shape, break
Consumer unmet need

4. Why not to buy Biti’s
What consumer mindset to Biti’s:
- An old- fashioned brand, not for me
- It is a well-known student sandals not a
Flip-flop brand
=> They are brand barriers that Biti’s need to
overcome to win this targeted consumer

5. Brand concept
Biti’s can do best
- Durability
Consumer tension
- Cool, stylish,
fashionable
design
- To win the targeted consumer, Biti’s need to utilize the strength of the brand and
meet the consumer tension by made the durability become more fashionable
and cool
=> Innovate a new brand with the concept: Durability in style

6. Product concept
- Although the current un- branded flip-flop products in the market are diversified in
design but the design is random and don’t follow a certain concept and so they can
not build up my style and un-brand flip flops are not durable
- Introduce a new Biti’s flip-flop collection which is a combination of durability and cool,
fashionable style inspired by concept “ Durability in style”.
- RTB:
+ It’s cool and fashionable because it use hot colors, funny artwork collection with the
concept “ make durable things look stylish” in stead of random designs with no concept
+ it’s more durable with the renovation in the sole of the flip-flop ( add a layer of EVA over
the sole to prevent it from losing shape and breaking

7. Campaign Objectives
1. Business objective:
- Double company flip-flops turn –over in 12 months
2. Marketing objective
- Renew the brand Biti’s, make it younger, more modern -
- Create the awareness of the new brand/product and
product trial.

8. Creative deliverables
1. Build a new brand: brand identity, brand name, logo
design. The new brand must retain the name “ Biti’s”
but make it not a main part of the logo and the brand
identity must create the feeling of young and dynamic
2. Design the collection for new product launch
following the product concept
3. Communication plan: digital/social + activation
4. Creative idea for each activities
KPI
1. Understand and love the new brand, creative idea
and purchase intend (via FGD research)
2. Reach at least 50% target consumer

9. Budget
1. Total budget: 20.000.000.000 VND (10% of expected
turnover) for 2 campaigns in 6 months
Planning and creative : 2.000.000.000 VND
Digital/social + Activation: 18.000.000.000 VND