YM Elite 4 Assignment 0 Tôn Hạo - Bảo Minh - Minh Trang - Quang Huy
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Transcript of YM Elite 4 Assignment 0 Tôn Hạo - Bảo Minh - Minh Trang - Quang Huy
BRIEF SUMMARY
BACKGROUND
H&S is regconised as best anti-dandruff shampoo in theworld. But in Vietnam, male is untapped segment and Clearis leader for this playground.
GOALIN 1 YEAR
• +12% market share• Get awareness of 80% target in re-launching campaign• 1 mil consumers involved in activation events• +40% sales• Own the keyword “First impression”
Make Men realize that H&S is the best shampoo choice.Repositioning plan in 3 years, to make H&S be the bestanti-dandruff shampoo for male.
CHALLENGE
MARKET OVERVIEW
CLEAR• Young male, active,
confident to shin, football, run, kick, defense
• T.O.M on male shampoo• 3 key SKUs for male: Deep
cleanse, Cool sport, Hair fall
à KEY COMPETITOR
ROMANO• Middle-aged male, rich &
successful• T.O.M on fragrance shampoo• Elegant• Seducing beautiful girls by his
cold but romantic style
X-MEN• Young male, brave,
action• Fragrance shampoo• Defeat bad guys, save
beautiful girls
HEAD & SHOULDER• Male, couple image• Regconised as unisex
shampoo• 2 key SKUs for male:
Refreshment & Hair fall
ANTI DANDRUFF
FRAGRANCE
NOT PRODUCT’S STRENGTHS IN ANTI-DANDRUFF
FRAGRANCE
Answer: Why they need a product for male when H&S is already unisex?à Maybe decrease sales value of H&S original (already small – 6%)
Answer: What are we different from Clear?à Large share – 31%
STRATEGY FOR H&S
1. Convince males using H&S Original into H&S Male
2. Compete with Clear
GO WITH THIS
CLEAR – KEY COMPETITOR- Breakthrough Technology: Bio
Nitrum 10
- Deep Cleanse
- Nourish from the hair root
- Preventing dandruff shield
HEAD & SHOULDER- Breakthrough Technology: Zinc
Pyrithione
- Classic Cleanse
- Nourish the scalp
- 72 hours preventing dandruff
from coming back
72 hours does not make sense to our consumer because 80,5% men wash their hair everyday (W&S, 2014)
Moreover, communicate 72 hours is not good for business (frequence of usage is 1 per day)
72 HOURS PREVENTING DANDRUFF FROM COMING BACK
HOW CAN WE COMMUNICATE IN ANOTHER WAY?72 hours free from dandruff= 72h scalp protected from dandruff-causing factors= Long-lasting & strong protection
COMMUNICATE OUR FUNCTIONAL BENEFIT?
BOLD PROTECTIONBrand language
WORRY-FREE FROM DANDRUFF Consumer benefit
APPROACHING
TARGET UNDERSTANDING
Men always desire to conquer challenges in life. But
dandruff problems deter them from taking on the
challenge they want.
HOW ABOUT TARGET?
TARGET CONSUMER
• Male, 20-30 yrs old, income BCD
• Living in the 6 key cities
• Current Clear user
• Active lifestyle and dare to do
H&S Men provides the bold protection from
dandruff to give them a worry-free state of mind.
H&S takes on the dandruff challenge, for men to
take on their challenge in life.
Dandruff leaves men with much discomfort and loss of confidence
CATEGORY TRUTH
PRODUCT TRUTH
FUNCTIONAL LEVEL72 hours of bold protection (cleaning and long lasting effect)against 4 dandruff causing factors with RTB - Zinc PyrithioneTechnology
BRAND IDEA
EMOTIONAL LEVELBold spirit to accept and conquer the challenge
KEY MESSAGEH&S will take on dandruff challenge for men to take on their next challenges in the life
THE MEN WE ARE LOOKING FORMEN with BOLD SPIRIT
LAUNCHING CAMPAIGN
CAMPAIGN IDEA 1 YEAR#liveboldly- Sống đậm hơn –
KEY MESSAGEWith H&S, feel free to conquer any challenge life may throw at
you. Be bold, as you are.
CREATIVE IDEA
Key competitor is Clear Men, market leader in anti-dandruff shampoos. Unilever have a huge budget for advertisement of Clear Men. Although we are different in proposition, we need a strategy to win with small budget.
From our research, nearly 80% satisfy H&S products à trial experience
So how we push our consumer to trial related to our proposition: Bold spirit?
An Interactive Experiential Trial Campaign
UNLEASH THE BOLD IN YOU
UNLEASH THE BOLD IN YOUThe machine that inspires the men to overcome the challenge and get H&S Trial Product
KEY HOOK
An Interactive Experiential Trial Machine
Tactics: Viral Recap Clip, Social Media, PR
Machine is placed at shopping mall. Trigger male audience by “Touch to get free H&S for Men”
Touch to get free H&S for Men”
Machine ask the men to move to floor 3 to get H&S free in 70s
The men have to overcome all challenges of H&S from floor 1 to floor 3
The men get H&S Shampoo free with end message: With H&S, feel free to conquer any challenge life may throw at you. Be bold, as you are. #liveboldly
EXECUTIVE SUMMARY
Challenge
Make Men realize that H&S is thebest shampoo choice. Propose the proposition to make H&S be thebest anti-dandruff shampoo formale.
Target Consumer
• Male, 20-30 yrs old, income BCD• Living in the 6 key cities• Current Clear user• Active lifestyle and dare to do
Product Offer
H&S Men provides the boldprotection from dandruff to givethem a worry-free state of mind.H&S takes on the dandruffchallenge, for men to take on theirchallenge in life.
Insight
Men always desire to conquerchallenges in life. But dandruffproblems deter them from takingon the challenge they want
Campaign Idea
• Strategy: An Interactive Experiential Trial Campaign
• Campaign Idea: #liveboldly • Key Mess: With H&S, feel free to
conquer any challenge life may throw at you. Be bold, as you are.
Key Hook
An Interactive Experiential Trial Machine: UNLEASH THE BOLD IN YOU. The machine that inspires the men to overcome the challenge and get H&S Trial Product