assignment 4.1 - quynh phuong
TRANSCRIPT
x-liquidBao Minh – Cong Dung – Quynh Phuong – Hoang Yen – Quang Huy - Lan Chi
Brand Ideation
• Level 1: Functional
agendaProduct Insight
Product Concept
Brand Idea
Market Overview
Brand Essence
Marketing Mix
Attribute: Stain Removal
Emotional: Dirt is good
Mostly using
machine
Powder still
dominants
Attribute: Whitening
Emotional: Add more fun to family life
Attribute: “Sạch tinhtươm từ năng lượng
nhiệt Aba”
Functional driven
Attribute: Stain Removal
Emotional: Encourage Vietnamese Women to
confidently move forward
Attribute: Bright Whitening (Trắng sáng)
Purpose: New white uniform for Poor students
is so competitve with some key drivers being established already:Stain Removal, Whitening, Aroma.
Attribute: Aroma & Stain Removal
Emotional: Gently Scented Life
is the growing market with the growth of using washing machine. They gain some benefits:
- easily dissolved in water
- good for washing machine
- Better for cotten cloths then powder
Category
Liquid Detergent
Powder Detergent
observationHow do people wash their panties?as we observe...
Washing process
7 out of 10 people will have the same washing process..
powder laundry detergentCons: not dissolve well and stuck in underwear => easily harmful to vulnerable body part of girls/women
Other detergent ingredients...
shampoo/ shower gelCons: not designed for washing under and not strong enough to kill bacteria
Fill a bucket with water
Prewash by water/ hot water
Wash with detergent
Wash again with other clothes by washing
machine (if any)
Fill a bucket with water
Each washing way is not hygiene enough for our underwearBut we still prewash underwear in own way...
We always need a PREWASH SOLUTION for our pantiesà BIG UNMET NEED
24 – 45 ,AB CLive in urban Demanding and always seek for better solutions for family.Care for health and gynecological problems.Combine machine wash & hand w.ashBehavior: Pre – wash panties
D
E, F
C
B
ASA
Women 24 -45 : 16,4% = 15, 58 triệu (population : 95 milion )= > Estimate Women 24 -45 ABC : 15,58 *0,65 = 10,127 triệu
target consumer
Profiling
Market Size
Strategy Fact
Consequence
• 90% Vietnamese women are infected common gynecological disease. (Ministry of Public Health )
• Among them, the number of women have high income and knowledge is accounting for 70%
• 75% of women of reproductive life at least once suffered from vaginitis and 40-50% of these women were infected by two or more times. (the World Health Organization )
Losing confidence Negatively affect married lifeDeclining health Risk of infertility
à Women, especially married women easily to get gynecological diseases.
That why women are often interested in products related to the sensitive area, especially panties.
Brand Positioning• PRODUCTTRUTH:InheritedtheheritageofVietnameseshoebrand&enduringqualityfromBiti’s.Light&activeproductdesign.
• COMPETITION:competinginsportsfootwear,especiallysport-inspiredsub-category;competingmainlywithunbrandedsportsfootwear&othermainstreambrands,benchmarkingwithinternationalbrandsasNike,Adidas
• CONSUMERS:Vietnamesepeople,aged15-35,corerange18-24,nationwidebuturban&sub- urbanfocus,incomeBC
• INSIGHT:AsayoungVietnamese,Ilovetolivefullofnewexperiences,travellingtonewplaces,meetingnewfriends,doingnewthingstofulfillmylife,andIneedafootwearthatshowsupmycoolness,myactivelifestylesandIcanuseitcomfortably&confidentlyondifferentexperiencingjourneys.
product insightAs women, I desire a prewash solution for my panty. It
should be designed to serve for my desire there but can
wash throughouly
product conceptThe formulation consists of jasmine (natural
antiseptic), ion-based & tea tree extracts (dirt
wash + prevent itchiness)
PREWASH DETERGENT – HYGIENE & GENTLE
Liquid detergent is easily soluble in water, which helps wash away bacteriums remaining in each interstitial fabric.
Women always have their own unmentionables. When those unmentionables are kept, they feel more secure.
I need a soulmate who understands and cares for my unmentionables in my daily life.
CARING FOR UNMENTIONABLE
brand ideaBrand Truth
Category Truth
Consumer Truth
Caring for unmentionables
BRAND IDEA
INSIGHT
TO WHOM WHAT NEED DIFFERENTIATED BY RTBsVietnamese marriedwomen, aged 24-45, income ABC.
Care for health especially gynecological problems.
Function: A hygiene and gentle prewash detergent.
Emotion: A soulmatecaring for women’s unmentionables.
Vietnamese first high-quality brand with the product designed & best match for unmentionable needs of Vietnamese women in their daily life with an empowering spirit.
The formulation consists of jasmine (natural antiseptic), ion-based & tea tree extracts (dirt wash + prevent itchiness)
positioning statement
Tailored for caring
Vietnamese Women's
unmentionables
Emotional Benefit: be a soulmate of
understanding and caring for
unmentionables
Values, beliefs and pesonalities: reliable,
gentle, caring, friendly,
understanding, light
Differentation: Vietnamese first high-quality brand with the product designed &
best match for unmentionable needs
of Vietnamese women in their daily
life with an empowering spirit.
Functional Benefit: hygiene and gentle,
natural autiseptic, dirt wash, prevent
itchiness
brand essence
• 70% MT• 30% GT
6PsPackaging
Product
Price
Place
• Format: Pump bottle with appropriate amount of liquid detergent for each pump• Pack size:
112 ml ( 1 using month/person )250 ml
• Liquid detergent which specially designed for washing painting with the highest hygiene formulation of combination from jasmine, ion-based and tea tree extract
• Small size: 16.800 VND• Big size: 34.000 VND
• Communication: • Connect with Dermatology Hospital to
prove our product function • TV show: Interview with Dermatologist• PR: Advice articles from Dermatologist
on family/women magazines, newspapers
• Social media: KOLs sharing• Trade:
• Sampling : increase trial usage• Shopper advisor• Main shelf : increase awareness of
product
6PsPromotion
Proposition
• Hygenie and gentle prewash liquid detergent
Brand Development Roadmap
• 2017: Launching X-Liquid and educate the target consumer
on the importance of using our prewash detergent
• 2018: continue on building X-liquid as the best prewash
detergent for Vietnamese women. Emotional: build X-liquid
as a soulmate of unmentionable stories of them
• 2019: Recruite male users and new innovation for male
unmentionables.
• 2020: Leverage and own the platform “unmentionables”
brand communication roadmap
thank youBao Minh – Cong Dung – Quynh Phuong –
Hoang Yen – Quang Huy - Lan Chi