- The document outlines a marketing plan for Biti's, a Vietnamese shoe brand, to address the lack of independence in urban Vietnamese children aged 5-7. - It notes that Vietnamese parents are too impatient and do not allow children to solve problems on their own, hurting their development. - The proposed approach is to open cycling parks where children can learn cycling skills and problem-solving through physical activity, boosting confidence and independence. A special cycling course and contest will launch in three cities to promote this.

2. Agenda
• Biti’s heritage
• Target audience
• Social issue
• Insight
• Brand role
• Approach
• Platform
• Launching plan
• Key hook
• Summary

3. 1982 2016
Deliver ONLY ONE commitment
QUALITY
ONLY ONE mission
Guarantee SOFT & COMFORTABLE FEELINGS FOR YOUR FEET
BRAND
CONSUMER Biti’s is a TRUSTED Vietnamese brand with HIGH QUALITY
COMFORTABLE
QUALITY TRUST

4. TARGET
AUDIENCE
Age: 5 - 7
Living in 6 key cities
Family income: BCD+
During physical & mental development stage
Given excessive care from parents

5. SOCIAL ISSUE Vietnamese URBAN KIDS
are lacking of INDEPENDENCE
For children, being independent means learning how to
effectively solve common, day-to-day problems on their own.
(brany-child.com)
They lack an ability to analyze different options to solve problems
More than 80% of primary children in HaNoi & HCMC lack acumen,
weak in analyzing & solving problems.
(According to a survey conducted by Institute for Educational Research,
vietnamnet.vn)

6. WHY DOES IT MATTER?
The 20-year study showed that children who could resolve problems
on their own
Far more likely to EARN A COLLEGE DEGREE &
HAVE A FULL-TIME JOB by age 25 than those who lack that skill.
(Researchers from Pennsylvania State University and Duke University tracked
more than 700 children from across the US between kindergarten and age 25)

7. INSIGHT
observation
Vietnamese parents are too
impatient to let their children
solve their problems slowly,
clumsily
They habitually lead their child to
a solution they assume it is
correct
I want my child to do things
independently BUT I don’t absolutely
believe that they could give a good
solution to the problem on their own.

8. BRAND ROLE
Biti’s encourages
Vietnamese parents to give
their children a chance to
FUNCTIONAL
Kids shoes:
soft & comfortable
EMOTIONAL
Biti’s boost
kid‘s confidence to
STAND & MOVE FORWARD ON THEIR OWN FEET

9. APPROACH
PHYSICAL ACTIVITIES
PROBLEM SOLVINGFact no.1
Kids (5 - 11 years old) are having moving
consciousness crisis called idée motrice.
They need to be active all the times.
(thamvantamly.net)
Fact no.2
Physical activity facilitates the birth
of new brain cells  boost creativity
 help come up with new solutions
to problems . It also produces smart
chemicals that promote learning.
(The Revolutionary New Science of Exercise
and the Brain)

10. PLATFORM
CYCLING PARK

11. LAUNCHING
PLAN
April May SeptemberAugustJulyJune
KEY HOOK: Special cycling course
TP.HCM Đà Nẵng Hà Nội
OPENING
CONTEST to get “Bicycle Degree”

12. KEY HOOK
Provides specialized models in the park
supporting kids to learn cycling

13. Context
Target
Insight
Issue
Big idea
Brand role
• 5 - 7 years old
• Urban
• Given excessive care
CYCLING PARK
2017 - Biti’s celebrate 35 years journey:‚Nâng Niu Bàn Chân Việt‛
Vietnamese URBAN KIDS are lacking of INDEPENDENCE
I want my child to do things independently BUT I don’t absolutely believe
that they could give a good solution to the problem on their own.
Biti’s encourages Vietnamese parents to give their children a chance to
STAND & MOVE FORWARD ON THEIR OWN FEET.
Key hook Special cycling course

14. Thank you
Dương Thị Lan Chi
Trần Bảo Như