1. Bitis is launching a new line of flip flops on June 1st 2017 to target young consumers and refresh its brand image. 2. Its current flip flop sales are declining and only contribute 5% of total revenue. The new line will feature updated designs to appeal to youth as well as non-slip soles for protection. 3. The marketing campaign will use digital channels to reach its target of 1 million new young users and 1% market share, with an awareness goal of 70% among 18-25 year olds in Hanoi and Ho Chi Minh City.

1. PROJECT BACKGROUND
Brand: Bitis Product: Flip Flops Launching date: 1st Jun 2017
Market background
• Shoe market in Vietnam is very dynamic with diversify of both cocal and inported product. The trend
from imported product from Thaid, Indonesia… make the share of local brand reduced every year
Current situation
• Bitis reffered as “The Queen of EVA Flip-Flop” and specialist in making simple rubber sandals with special
EVA form rubber has set up a long history of 35 years in Vietnam. The legendary Motto “nâng niu bàn
chân Việt” has been imprinted on the minds of many Vietnamese generation and become the heritage of
Biti’s
• Flip-flops used to be the signature product of Biti’s since establishment with most durable yet reasonable
flip-flops. However, the other side of long establish brand is Biti’s flip flops become old brand and has less
attract to young target user. The flip flops sales contribution is reduced significantly and only contribute 5%
of total Biti’s turnover.
• To refresh the brand and get back the sales lost flip flops, Bitis’ is going to launch a completely new flit flogs
range that is not only anti-slip function on sole to protect user but also updated design trend to fix with
target young user.
• We are going to make a new disruptive launch to creative new young flip flops generation user for Biti’s

2. Product concept
Flip-flops is the most convenient and comfortable footwear. It is not only easy to
flip on & off but they also free my toes. However, most of the flip-flops is too boring
with design look, which barely matches my outfit and style.
The Biti’s New Generation Flip-Flop, developed by our state-of-the-art technology,
which is authentic designed to young generation, updated trend that suit my style
with unbeatable comfort.
RTB
1. EVA material and advanced technology that make flip- flogs durable, light &
soft, anti-slip for optimal comfort
2. Hot Summer collections will be launch in this summer
Biti’s New Generation. When Comfort Meets Style!

3. Brand Concept
THE PEOPLE WE SERVE
Men & women, 18-22 y.o, living in urban
Dynamic, active, carefree, self-aware,
strong sense of style.They want to be
always comfortable in their own skin to
experience life the most. That’s why their
approach to outfit, including flip flops is to
seek for comfort with a touch of personal
style.
BRAND PURPOSE
TO ENABLE YOUNG PEOPLE TO
FREELY ENJOY LIFE BY OFFERING
THEM THE UNBEATABLE COMFORT.
BRAND DISCRIMATOR
Only Bitis New Generation’s
Unbeatable Comfort offers young
people the happiness of freely
enjoying life.
BRAND PERSONALITY
Values:
Freedom, Uniqueness, Be
Yourself
Personality
Friendly, Happy, Inspirational,
Family-Oriented
FUNCTIONAL BENEFITS
Durable design
Unbeatable comfort
User protection
EMOTIONAL BENEFITS
By helping them freely experience
life, Bitis New Generation help
stimulate their free spirit and live
a happier & memorable life

4. Campaign goal and objective
Campaign objective:
Refresh brand image by launching Flip Flop for youth which is comfortable, durable, non-slip, water resistant
but in updated trend design
Marketing objective:
Recruit new young user for new range flip flop (KPI: 1,000,000 new users)
Market share: 1% (currently flip flops is only 5% of 8.5% maket share)
Communication objective:
New bitis flip flops awareness: 70% young user from 18-25 Yos, frequency 3+, in HCM & HN
Brand recall - Bitis flip flops for youth: 40% (assumption: current index is 20%)
Purchase intention of flip flop among young target: 40% (assumption: current index 20%)
Creative deliverable:
Communication channel prioritization and communication concept for total campaign
Communication deliver by channel

5. CHANNEL LED CAMPAIGN & BUDGET
2. Digital can reach 50% of target young user – 2,600,000 users in 6 keys cities
Source of growth Number of youth people
Youth from 6 key cities (HCM, HN, Da Nang, HN, Can Tho) 5,200,000
target new buyer have to achieve 1,000,000
19%
1. Budget spending for marketing: 20% of expected turn over = 20 Bil VND
2. We only need to reac 1,000,000 user to achieve KPI
WE WILL USE
DIGITAL AS THE
CHANNEL LED
CAMPAIGN