TEAM NGÁPMinh Hoang – Bao Nhu – Ai Trang – Cong Dung

FRAGRANCE ANTI-DANDRUFF

ROMANO MAN:A modern elegant manowning every games inlife (from career to party& girls). He is mature. Heis the one taking controlof his life

X-MEN MAN:A real man. He is the one stand formasculinity. He is strong & capable ofanything. He is gonna save the world& his women.

CLEAR MAN:A top perfomance inspite ofdifficulties. He has nothing tohide. He is confident.

HEAD & SHOULDERS MAN:NOT SO CLEAR WITH LOTS OF KEYWORDS:Cool, Greatness, Confidence to getcloser, Win in challenge, Stay underpressure

H&S have not pick a CLEAR & INSIGHTFUL PERSONALITY for consumer to remember & recall.H&S is telling more about functional stories and did not translate it to consumer’s benefits

->How to build a strategy that raise brand awareness which transfer product benefit to consumer’s benefit.

THE BRIEF

Make men realize that H&S is THE BEST shampoo choice for anti - dandruff

Research700meninVN

BEST conscious status to make the right decision

OBJECTIVE: Raise awareness about HnS’s personality

T A R G E TCONSUMER

TARGET CONSUMER of HnS: Using clearmen shampoo but not loyalty

Competitor’s Target Consumer AnalysisClear Men (Why: In the same anti-dandruff segment)Target: 18-25BCDUrban

Why TC choose Clearmen?POP (58 %)Brand love (KOLs such as football player) (22%)Cool & refresh function (10%)Anti-dandruff function (10%)

Inconvenient Truth:Functional problem when using Clear (Scalp hurt, not anti dandruff)Football men image doesn’t make sense in some case (36 % Vietnamese men do not like football)

How HnS win in this segmentation:72 hours anti dandruff will keep men’s head free to concentrate 3 times than Clear(Clear only communicate 24 hours cool head)

Consumer Truth: Everyday I have to make a lots of important decisions in my life

Brand Truth: H&S with 72 hours anti dandruff will keep men’s head free to concentrate 3 times than normal shampoo

Category Truth: Protect your scalp from outside elements

I N S I G H T Men is usually take pressure on their

shoulders cause of making important

decision which highly impact on their life.

With HnS - Men can focus and quickly make effective decisions.

BIG IDEATỈNHTÁOGẤPBA– QUYẾTĐOÁNTỐIĐA

TVCA MEN go out for dinner with his girlfriend. She order for him. And he eat the dishes that he doesn’t like.

He goes to the swimming pool with his girlfriend. She choose swim-suit for him. And he wear it like a 5 year-old boy (funny)

He goes to the supermarket with his girlfriend. She is confusing among lots of men shampoo. And the guy quickly choose & grab Head & Shoulders for himself. He put it in the cart.

The guy is taking a shower. He is washing his hair using H&S.

He goes to the movies with his girlfriend. When the girl is still confusing among lots of films, he has already bought 2 tickets.

H&S slogan show up: "Tỉnhtáogấp3,quyếtđoántốiđa"

(2 more TVCs like it to complete the angle)

SOCIAL INSPIRING ACTIVATIONFLATFORM

H&S organized a forum that invites men who had effective big decision leading to successful achievement in their life now. In that forum, they will share about the stories of how to make quick and effective decision.

We choose Modern Trade for key trading channel

• Potential market to make promotion• Shopper behavior at this channel often

concern with promotion

I N . S T O R E

BUY ONE H&S MEN GET ONE H&S MINIPLUS ONE TOWEL (message on the towel: for decisive man only)

SUMMARYOBECTIVES: Raise awareness about HnS’s personality

INSIGHT: Men is usually take pressure on their shoulders cause of making important decision which highly impact on their life.

STRATEGY: H&S with 72 hours anti dandruff will keep men’s head free to concentrate 3 times than normal shampoo. With HnS - Men can focus and quickly make effective decisions.

BIG IDEA: TỈNHTÁOGẤPBA– QUYẾTĐOÁNTỐIĐAKEY HOOK: DETalk (DECISIVE TALK) – Inspring male youngsters to be more decisive by

successful men’s stories.Supportive tactics: TVC + Instore Activation