This document proposes a marketing campaign for Biti's Happy Home Wearing, a new line of in-home flip flops from Biti's. The campaign aims to capture the growing 600 billion VND market for in-home footwear. Key elements include: 1. Partnering with celebrities like Victoria Beckham to promote the new product line 2. Engaging customers through a co-design competition where they can design their own flip flop model and get friends to vote on it. Winning designs will be mass produced. 3. Launching on International Happiness Day with a 20 billion VND integrated marketing budget focusing on branding, PR, influencer marketing and paid social media.

1. Home is where our story begins
Biti’s Happy Home Wear flip flop

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SUMMARY: BITI’S HAPPY HOME WEARING – A 600BIL VALUE
MARKET SIZE
1. Total campaign value: 600bil Value market size
2. Product concept: In home foot wearing flip flop with advanced technology to protect & care
for your feet. The design is modern and trendy co-creating by consumers
3. Brand concept: Wear your every step at home with happiness
4. Campaign objectives: Get families 18-30 to start using Biti’s Happy Home WearingTM
as their in-house footwear by giving them happy product experience
5. Creative deliverables: Logo branding and KV, launching strategy and campaign, Celebrities
endorsement
6. Campaign budget: 20 bil VND

3. Business opportunity | more than 600bil VND business size for in-home
footwear
3 mil
households
in Urban
aged 18-
30*
Currently occupied by cheap imported
footwear or using bare-foot
600bil
VND
business
size
Assuming we can sell 2 flip flops to each
household (100k VND per flip flop)
*Vietnam Statistics & World Panel Online
What is in-home footwear? Consumers are using footwear at home to protect their feet.
Researches have proved that wearing barefoot can cause join pain, germs infection and more
risk of foot injury (Footwear science - www.tandf.co.uk/journals/TFWS).

4. INSIGHTS | HAPPY HOME AND HAPPY FEET
Insights: Everyday we have to put on high heels,
leather shoes, trainers…making feet very tired…
Home is the place…
…where our soul and feets want to be caressed and happy!

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PRODUCT CONCEPT |
BITI’S RANGE HAPPY HOME WEARINGTM
1. With EVATM rubber, Biti’s flip flop is shock absorbing
and deliver extraordinary comfort
2. Vietnam locally sourced rubber to ensure no harsh
chemical inside rubber and thereby gentleness for skin
3. Premium charcoal mixed in rubber ingredients to help
germ kill
3. Anti-slipTM function makes the Biti’s wearable in
bathroom, kitchen or any location of the house and
protects from being slippery
4. Modern & updated state of art design endorsed by
celebrities as well as DIY design co-creation

6. Purpose
Wear your every
step at home with
happiness
Social impact
Sustainable
sourcing of
Vietnamese rubber
Personality
Happy, caring,
family orriented
Discriminator
Only Bitis Home’s longevity
and caress can make you
happy at home with your
loved one
Functional benefits
Durable, comfortable &
100% genuine
Vietnamese materials
Emotional benefits
We put comfort and
caress at your feet and
bring to you the
happiness
Brand Concept | Wear your every step at home with
happiness

7. CAMPAIGN OBJECTIVE | GET FAMILIES 18-30 TO START USING BITI’S HAPPY
HOME WEARINGTM AS THEIR IN-HOUSE FOOTWEAR BY GIVING THEM HAPPY
PRODUCT EXPERIENCE
3 steps consumer journey
Aware
Invite Victoria Beckham to endorse Biti’s
Happy Home WearingTM
Thru her social page
Engagement
Get consumers to co-design their own flip
flop with Vietnamese celebrity
Amplify
Share their designs on Instagram and
Facebook and get their friends to vote.
Most voted designs will be mass-
produced

8. BRAND GROWTH
• Renew Biti’s brand perception to be
modern and innovative, to increase
brand equity
• Creating chance for Biti’s to engage
with young consumers and then, having
their co-creation in the end
FINANCIAL GROWTH
• Creation of new Biti’s range with potential
for expansion in many ways
• With the current buyer based of ~4 mil,
the total market size can be
BENEFITS FOR BITI’S
OUTCOME: BRAND SALES INCREASE DRIVEN BY PRODUCT
PURCHASE

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DELIVERABLES & BUDGET
Branding
• Design product logo
• Product and Thematic
Key Visuals
• Video online
Launch strategy
& campaign
• Digital activation
• PR activation
• Event
Celebrity
endorsement
• Negotiate with Victoria
Beckham to have her
endorsement
• Negotiate with
Vietnamese celebrities to
invite them to the co-
design event and get
their image rights
Launch date
International happiness day 20th Mar 2017
Budget
Strategy, Production & celebrity rights: 6bil VND
Media : 14bil VND

10. THANK YOU f0a1a529f475b1900279e921
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