Agenda • Biti’s heritage

• Target audience

• Social issue

• Insight

• Brand role

• Approach

• Platform

• Launching plan

• Key hook

• Summary

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

TARGET

AUDIENCE Age: 5 - 7

Living in 6 key cities

Family income: BCD+

During physical & mental development stage

Given excessive care from parents

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)

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)

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.

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

APPROACH

PHYSICAL ACTIVITIES

PROBLEM SOLVING Fact 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)

PLATFORM

CYCLING PARK

LAUNCHING

PLAN

April May September August July June

KEY HOOK: Special cycling course

TP.HCM Đà Nẵng Hà Nội

OPENING

CONTEST to get “Bicycle Degree”

KEY HOOK Provides specialized models in the park

supporting kids to learn cycling

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

Thank you

Dương Thị Lan Chi Trần Bảo Như