The document discusses strategies to increase sales of Bitis flip-flops among young professionals in Vietnam aged 20-30. It analyzes perceptions of flip-flops as cheap, comfortable products for relaxation and outlines objectives to build awareness of Bitis as a high-quality brand through social media campaigns, PR, digital marketing, events, activations and a viral video clip. The proposed 3-month campaign aims to acquire 2 million new customers and double annual flip-flop revenue to 200 billion VND.

1. vs
KEY DRIVERS IN CATEGORY PERCEPTION ABOUT FLIP-FLOPS
Consumer seek for these benefit when purchase a flip-flops
Flip-flop is perceived as a product that not necessary
to spend high money and easy to have with all people
Flip Flop market become a huge potential but challenging to make quality products stand-out
So that we have a ambition to make Bitis’s flip-flop become an accessories to wear in
everywhere, every time and occasions when people want to relax and enjoying lives
Penetration of flip flop is high, but because of many
competition from China has low price and acceptable
quality, Bitis’s are hardly to transform product to sell
at high-value in the consumer mind
Flip-flop is just only flip-flop, and must be cheap
Comfortable
Fashion from various design
Convenient
Wear in relax moments
Easy to wash
Every household own at least one pair
Use to wear at home, at work, go to
beach, hangout with friends People buy high value flip-flops because of fashion &
inspiration value, not buy for their function
MARKET BACKGROUND

2. OBJECTIVES
BUSINESS OBJECTIVE
Revenue
+ Get $200 billions in 12 months by convert users
from unbranded competitor to use Bitis flip-flops
CAMPAIGN OBJECTIVE
 Gain awareness of a new & unique flip-flops
which’s high quality & comfortable
 Encourage the young white-collar to try out &
sense the differentiation of Bitis flip-flops
 Raise the awareness & appreciation for the
traditional brand Bitis & its quality benefits
 Get the young white collar who are always full
of stress to live, work and play with their toes
exposed in order to awaken their sense of
freedom of flip-flops on their feet
MARKETING OBJECTIVE
+ Make the target audience truly understand the
value of new Bitis flip-flops

3. Demographic
• Youngsters in Vietnam, both male &
female, mostly urban & working in the
professional fields
• 20 – 30 y.o – age with the most hard –
work
• Youthful, fresh, energetic, active, busy &
quite stressful life
• Spend most of their time on
studying/working in school/office with
friends/co-workers
• Live with a traditional plus modern
lifestyle: eager to adapt but still
appreciate the tradition
• Follow many trends of fashion created by
international brands
Fact:
 72% people bring flip-flops to their work
and when they working, they dress out
their shoes and wear flip-flops

87% people own at least one flip-flops at
their home
 92% people said that when they go travel,
especially go to the beach, they bring
along the journey at least one flip-flops
=> Just because they want to feel more
comfortable, relaxation when they come
home; feel freedom with their body (toes ) at
the beach or wherever they come
WHAT THEY THINK & SAY ABOUT
FLIP-FLOPS ??
TARGET CONSUMER
*Research by FLIRTSTORY Flip-flop company

4. Bitis is a heritage brand of Vietnam. Whenever
mentioning Bitis, we think about the childhood, a
free period and the time that we’re not bound with
harsh lives.
However, today, the longstanding reputation and
value of Bitis' brand is losing connection with
youngsters because young people have a tendency
to update with high fashion trends, the glitz
generated by international brand.
Fact:
When people were a child, parents buy for them a best quality
products to nurture them but when they grow up, people don’t want
to be enforced by their parents and want to be free to choose fashion
=> Because when they grow up, they want to be freedom to define
who they are and what they want
=> Just because they want to feel more comfortable, relaxation and
feel freedom with their body (toes ) at the beach or wherever they
come
CATEGORY

5. CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH
Functional:
With the high quality and anti-slipping function,
you will feel more comfortable when wearing
Bitis’s Comfort
Emotional:
Bitis’s Comfort help you get freedom on your
toes by give you the fashion & quality flip-
flops whenever you want to relax and
enjoying lives
The “after-effect” of tiring & stressful job make
me feel extremely tired and want to relax as
soon as possible,
but the pressure of uncomfortable when
wearing shoes, boot, high heel… to get a
temporary style & look fashion make me feel
more uncomfortable and get stuck in them
When people grow up and become an fashion
slaves, They feel not freedom like they were a
child
So they seek for a brand that help them feel more
comfortable with fashion & get freedom from
tiring work places and the messy world
With Strong reason to believe:
Bitis’s comfort with the new secret formula can make a flip-flops more
comfortable and durable
Bitis’s Comfort will release the freedom in every Vietnamese youth without
any concern about fashion quality or any uncomfortable
HOW BITIS CAN BE RELEVANT WITH THE YOUTH

6. even during a tiring working hours, when you go to the beach, come back home, hang-out
with friends….. Whenever you want to relax and enjoying lives, Bitis’s Comfort will help you
live, work and play with your toes exposed and the comfortable of slippers on your feet.
PRODUCT CONCEPT
PRODUCT CONCEPT:
Bitis’s Comfort
can help you feel more
comfortable on your toes by
give you the fashion & high
quality flip-flops whenever
you want to relax and
enjoying lives

7. With this new brand concept, Bitis’s Flip-Flop is not only an outdoors product, use for the beach, at home like others...v.v.
but also an accessories that will bring you freedom in relaxing-moments
Consumers will understand the brand motto of Bitis : “ Nâng niu bàn chân Việt “ in a news friendly ways with the youth
because by wearing Bitis, they are making a statement for the world about who they are and how they live to get freedom
Because Life is a journey, get comfy though the slip with Bitis’s Comfort
BRAND CONCEPT
Like a Bitis’s umbrella brand has get through tough times in a durable ways to help
every Vietnamese people feel happy & get freedom on their toes

8. • What are the specific business goals?
- Double the annual turnover for flip-flops in 12 months,
from 100.000.000.000 to 200.000.000.000 VND
• Where will the business come from?
- Come from acquired 2 mil people buy flip-flops from all
channels
• Who are the people associated with this growth? Where
can we find them?
- Age: 20 - 30
- Income: ABC
- Living in key cities, Ho Chi Minh City & Ha Noi.
- They are students, first jobbers, officers, workers.
• What do they think, feel, do today,?
Now, they are:
- Busy with working and studying everyday.
- Under so many pressure in life.
- Extroverted, dynamic, modern, follow & update the
trend in fashion.
- Knowledgeable, caring about the health.
- Prefering using high quality items.
- Active life with many activities.
CREATIVE DELIVERABLES
• What do we want them to think, feel, do?
- Know how to enjoy more in life.
- Spending more time for themselves and their families.
- Their lives will be more meaningful if they’re full of
beautiful memories & relaxing moments with their
beloved people
- Look Bitis as a trustworthy friend to make them feel
more enjoyable & faithfully
So Bitis have to:
- Make them realize that life is short. Take it easy with
Bitis just by wearing flip-flops and enjoying every moment.
- The beautiful moments with their loved ones will
support and encourage them to fight with busy and
stressful lives.
• When and where are they receptive to the
brand/communications?
- Social Media (Facebook, Instagram)
- PR (Online newspaper)
- Website, E-Commerce
- Event
- Activation
- Viral clip

9.  This campaign will be running for 3 months.
 Social Media (Facebook, Instagram): Reach 2.000.000 users through:
Facebook page content with 3-4 posts/week.
Facebook page setup and management.
Engagement contest/minigame/activites on fanpage
Facebook ads/ Facebook Promoted Post
Facebook Retargeting
Budget suggested: 1.000.000.000 VND
PR (Online Newspaper)
Using a series of about 10 online newspaper channels with 3-4 articles/site.
Budget suggested: 1.000.000.000 VND
 Digital (website, ecommerce, GDN)
Daily updates of Bitis’ flip-flops website in both English and Vietnamese with
texts and images provided by Bitis.
Revise/add website functions based on Bitis requirements (if any)
Using GDNs to reach 2.000.000 users
Budget suggested: 500.000.000 VND
 Event
Using a key event with the gathering of big stars.
Budget suggested: 500.000.000 VND
 Activation
Activations through series of universities. Suggesting 10 universities in Ho Chi
Minh City & 10 universities in Ha Noi.
Budget suggested: 1.000.000.000 VND for alls.
 Viral clip
Using a short film and using ads to promote this film
Budget suggested: 500.000.000 VND for a clip and 200.000.000 VND for ads.
Total: 4.700.000.000 VND
 Social Media (Facebook, Instagram)
- Create a campaign with interesting content and some contests on Bitis
Fanpage, using KOLs to impress users.
- This is a closely advertising channel with youngsters. Just because they
have to go university, officers everyday so this channel will be a media that
connect them fast with entertainment world.
 PR (Online Newspaper)
- Increase the number of articles , especilally on young and trustworthy
online newspaper.
- Because our user are knowledagble. They’re mature to know what they
want so online newspaper will be reference sources.
 Digital (website, ecommerce, GDN)
- Create a new website for this campaign, integrated contests on Bitis
Fanpage, update interesting stories on campaign.
 Event
- Create an event to connect with youngsters, especially who wearing Bitis.
How are they associated with their memories? Invite famous guests to
attend the event.
 Activation
- Create activation’s activities with KOLs and their stories related with flip-
flops through series of big university in Ho Chi Minh City and Ha Noi.
 Viral clip
- Create a short firm to spread out interesting stories about flip-flops and
youngsters.
- This is such a hot channel because it is easy to be intergrated with other
channels like Facebook, Online Newspaper.
CREATIVE DELIVERABLES BUDGET

10. CODE RED
TEAM
JUDGING
CRITERIA
1. Simplicity of the product concept
2. Strength of branding concept
3. Clarity of written brief
4. Clarity of deliverables
5. Specificity of aim or outcomes
6. Strength of benefits to corporate brand & reputation
7. Budget realism
8. Strength of presentation
Product concept: Bitis’s Comfort can help you feel more comfortable on your toes
Brand concept: Life is a journey, get comfy though the slip with Bitis’s Comfort
Campaign Objectives: 2.000.000 people use Bitis Flip-flops
Creative deliverables: Number of sales in each channels
Campaign budget: 4.700.000.000 VND