• Company:

"The queen of EVA Flip-flop".

One of the leading shoe manufacturers with more than 8.5 % of local market share.

The legendary motto "Nâng niu bàn chân Việt" has been imprinted on the minds of many Vietnamese generations and become the heritage of Biti’s.

• Category & Competitors:

90% market value contribution are unbranded, equivalent with 1.6 thousand billion VND (Euromonitor Report 2015).

Among Unbranded, low tier (China source) and middle tier (Thailand source) are main players.

• Consumer:

Current Biti’s consumers focuses in urban, especially 2 key cities (HN, HCM).

15-30 is largest group of consumers (˜)

Overall Landscape

Against the lower arch profile of 80% Asian foot, current flip-

flops are too flat that they don’t embrace the sole – creating

the painful gap that causes pressure on ankle & strap-keeping toes

when you travel on flip flop for more than 15’ (*)

http://blogs .ws j.com/scene/2011/01/11/are-­‐as ian-­‐feet-­‐different/ &  http://kenh14.vn/suc-­‐khoe-­‐gioi-­‐tinh/dep-­‐xo-­‐ngon-­‐khien-­‐chan-­‐phai-­‐keu-­‐la-­‐oai-­‐oai-­‐2012032911131646.chn

AS THE SYMBOL OF RELAXATION

FLIP FLOP BECOMES A BURDEN - BREAKS ITS OWN PROMISE AFTER 15’WALKING

Consumer painpoint

Target Consumer

• Enjoying together joy is distinctive cultural trace of Vietnamese (94,104,871 people)

• Using flip flop & suffer the pain point (10% footwear market – 8,600,000 pairs of feet)

• Love to go for a hang out – young (core as 18-24 – 35% population), South urban focus (Bitis strenth – 15% population)

Product Concept

Consumer painpoint Main Benefit RTB

THE PAINFUL GAP Close THE PAINFUL GAP with V-

HUG technology that PERFECTLY

FIT YOUR VIETNAMESE SOLE

LIKE A HUG

(1) Our unique soft EVA that sink

to the shape of your feet,

hugging it tightly & perfectly

(2) Massage balls on all interfaces

to maximize comfort

(3) Anti-slip function on the sole to

protect users

Consumer Insight Product Offer

Every togetherjoy begins with a footstep out

– which shouldn’t be burdened by the painful

gap on our feet

Close THE PAINFUL GAP with V-HUG

technology that PERFECTLY FIT YOUR

VIETNAMESE SOLE LIKE A HUG

+

Brand Idea

TAILORED MADE TO HUG

VIETNAMESE JOYFUL FEET

Positioning  statement

Brand  communication  Idea

Provdie what

Flip flop

To whom Differentiate by RTB

Vietnamese youngster, 18-24,

Urban, ABC+

Close THE PAINFUL GAP with

V-HUG technology that

PERFECTLY FIT YOUR

VIETNAMESE SOLE LIKE A

HUG, enabling them to fully

embrace together fun

Our unique soft EVA that sink to

the shape of your feet, hugging

it tightly & perfectly

Massage balls on all interfaces to

maximize comfort

Anti-slip function on the sole to

protect users

THE V-HUG MARK

(THE SUN-BURN MARK ON FEET WHEN WEARING FLIP FLOP FOR TOO LONG – IMPLYING: “BITIS’ V-HUG

IS TOO COMFORTING THAT YOU LOVE WEARING IT FOR VERY LONG WHEN ENJOYING YOUR OUT-DOOR

JOY TOGETHER

Creative deliverables

GET

Vietnamese youngster,

18-24, Urban, ABC+

WHO TO BY

Enjoy going out and have fun

together, which begins with a

footstep, which shouldn’t be

burdened by any smolderingly

uncomforting experience

Buy BITI’S V-HUG Aggressively communicating the

perfectly fit and comfortable

experience with V-Hug in youthful

channels (50% Digital,30%

Activation Trial, 20% sponsorship)

Campaign Objectives

- Business objective

Doubleturnover to VNĐ200 bil

- Marketing objective

Increasing Brand penetration (+50% vs current) by recruiting users from unbranded (Thai flip

flop) & branded (hi-end consumers but wait for Promotion)

- Communication objective

MaximizeTA’s awareness (80%) with relevant & distinctive story (TOM: 30%)

Total Campaign Budget: 700k USD

(Digital (500K), Social & PR (100K), Product trial Activation (70k), Sponsorship (30k))

Timing:

Launching: Apr 2017 – Jul 2017

Sustain: Back-to-school (Sep 2017)

KPI

Reach 10mil target audience @ 3+ frequency

Budget & Timing

Executive Summary

Objectives:

-Business: double turnover to VNĐ200 bil

-Marketing objective: increasing Brand penetration (+50% vs current)) by recruiting users from unbranded (Thai flip flop) & branded (hi-end consumers but wait for Promotion)

-Communication: maximize TA’s awareness (80%) with relevant & distinctive story (TOM 30%)

Product Concept: Close THE PAINFUL GAP with V-HUG technology that PERFECTLY FIT YOUR VIETNAMESE SOLE LIKE A HUG

Brand Concept: Hug your feet – Embrace your together joy

Overall Landscape:

1/ Category: Flip flop market approximately values 1.800 bil VNĐ. Branded products account for 10%.

2/ Competitor: Unbranded flip flop pie is ruled by China (low price tier) and Thailand (middle tier).

3/ Company: local leading footware company with longlasting reputation and unique EVA technology (customized for Vietnamese)

4/ Consumer:

- Current Biti’s consumers focuses in urban, especially 2 key cities (HN, HCM).

- Consumer target: 15-30 is largest group of consumers (~32 mil), nationwide, BC+

- Communication target: 18-24, urban, ABC+

Deliverables: IMC campaign (Digital driven) to get communication target who Enjoy going out and have fun together, which begins with a footstep, which shouldn’t

be burdened by any smolderingly uncomforting experience to purchase Biti’s V-hug by: offering them a perfectly fit and comfortable experience to freely enjoy the fun.

Channels: Digital (500K), Social & PR (100K), Product trial Activation (70k), Sponsorship (30k)

Total Campaign Budget: 700k USD

Timing:

- Launching: Apr 2017 – Jul 2017

- Sustain: Back-to-school (Sep 2017)