YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Assignment 5.1]

Ngọc Khánh + Nhật Minh + Trường Liêm

Step 1: Objective

Create a communication

campaign for launching new

product – Downy Romance to

increase 30% awareness and

gain 2% share by end of 2015

S.M.A.R.T.

Specific: Contain enough details to point out the problems or

opportunities

Measurable: Applied with quantitative or qualitative attribute

Achievable: Accepted by the staff in charge of it

Relevant: Align with corporate objectives/brand positioning

Time-bound: State the deadline or timeframe

Case 1 to illustrate methods

Review

Listening

Consult

Experience

Connect

59% of those who wash by machine

use fabric conditioner

Q&Me Research

They agree that fragrance is one of the key signs

showing that the laundry is clean

Observation

Many housewives have the need of reheat their love

after getting married

Webtretho

Women agree that their

husband love it when the laundry has a good scent

Focus Group

Information – Facts without interpretation

Information + Source

1 sticky note for 1 information

Own a wall to post all information in it.

This is officially called the evidence wall

HOW TO WRITE ORGANIZE

THESE INFORMATION

Evidence Wall

PASSIVE

ENGAGEMENT

ACTIVE

ENGAGEMENT

INFORMATION2

INSIGHT

PLATFORM

Many housewives have the need of reheat their love

after getting married

Webtretho

59% of those who wash by machine

use fabric conditioner

Q&Me Research

Long after getting married, couples have less

romantic moments and emotions as they don’t

know how to reheat their love

So what?

Fragrant provide a way to

remind people of their sweet

beginning moments of love

and thus reheat their love

Why?

Housewives have more

workload in laundry after

getting married

Using washing machine is not as

good as washing by hand so

they need more support from

fabric conditioner

Housewives usually look for a

good scent in the results of

laundry workPeople appreciate Downy for their

strong fragrance which can make

them feel satisfied when using it

Both the housewives and their

husband love it when their

clothes have a good scent

What does

it mean?

Why?

• LOOK at the CONNECTION between each

information • ASK WHY they are together, what’s the possible

explanation behind the action • Then ASK WHY, SO WHAT, WHAT DOES IT MEAN till

you get to inside the shopper mind

3

Long after getting married, couples have

less romantic moments and emotions as

they don’t know how to reheat their love

Fragrant provide a way to remind people of

their sweet beginning moments of love and

thus reheat their love

Housewives have more

workload in laundry after

getting married

Using washing machine is not as good as

washing by hand so they need more

support from fabric conditionerHousewives usually look for a

good scent in the results of

laundry work

People appreciate Downy for their

strong fragrance which can make

them feel satisfied when using it

Both the housewives and their

husband love it when their

clothes have a good scent

CLASSIFY CONNECT THE ANSWERS BASED ON THE HOLLY TRIANGLE

CONSUMER CATEGORY

BRAND

Insight

INSIGHT

PLATFORM3

Long after getting married, I and my husband have less romantic moments and emotions than during the

beginning period of marital life. I need a something sweet enough to remind us of the emotions we used to

have and thus reheat our love.

INSIGHT

1. Must be recognized by TC as true and a real issue.

2. Must be clear for the target consumer, using their language

3. Should start with the context

4. Use the words “Consumers need”…. or “Consumers want… “

5. Should close with a desired end-state

WHAT IS A GREAT INSIGHT

True & Clear

Exciting

Fresh

What: What is the situation?

Why: Why is this a dilemma?

WOW: Desired End State!

Long after getting married

I and my husband have less romantic moments and emotions than during

the beginning period of marital life

I need a something sweet enough to remind us of the emotions we used to

have and thus reheat our love.

BASIC

GOOD

GREAT

INSIGHT

PLATFORM

HOW TO WRITE INSIGHT

INSIGHT

3

The Big IdeaDOWNY CA ̉M XU ́C

DETAIL ACTION PLAN

TVC

launching

Viral Clip

on YouTube

Cuộc thi:

Gởi cảm xúc trao

yêu thương

Event “Đêm

cảm xúc”

4

5

PLACE

PROMOTION

PRODUCT

PRICE

Distributed in all GT, MT channels

Display: Décor and POSM at supermarkets and

hypermarkets using Love theme

Same price for all variants in portfolio

Small Pack: 2000 VND

1.6 liter Pack: 96000 VND

1.8 liter Bottle: 105000 VND

Three-layered fragrance changing with time

Portfolio include 5 variants with different

perfume scents named after 5 kinds of

emotions in love

OBJECTIVEINSIGHT

Business objective

Background: Sunlight is market leader in DWL but experiencing stagnancy as the portfolio is limited (2 variants only). It needs a new variant for new segment

Objective:Insights to launch new DWL variant under brand master Sunlight in Q4’2015- Gain share of 8% till the end of Q3’2016- Gain penetration of 8% till the end of Q3’2016

Specific

Measurable

Achievable

Realistic

Time-bound

Insight

innovation

processCase: Sunlight Nature

Case 2 to review

Information generate

Review Listening Consult Experience Connect

Past consumer research:

Consumer barrier: consider negative effect of chemical

liquid in HHCConsumer trend:

Permiumnisation and more health concern.

Social media listening to spot trend

Retailer interview:Shopper heads more on product with high credibility: Thailand

product, product with nature origin

Consumer observation:Parent uses more

premium product for baby care cause they are worry about bad

effect of chemical products on their child

Accompanying shopping: shopper in MT look carefully the ingredient on label of

DWL to choose the safe one for family. Skew

more to family with kids

Insight platform

Connect information Premiumnization Health concernTrade up for baby care

More product with nature ingredients

Why they are together:

As people are enhancing living standard, they care more about health and concern bad effect of chemical in HHC product

InsightsFor consumers with high LSM, they care more about health and worry of DWL liquid

with too much chemical. They want a product with nature and health-friendly origin

but complete full cleaning function

Back to nature

Step 4: Big Idea

Sunlight thiên nhiên – Sunlight Natura

Product Place

MT channel where high LSM consumer skew to

Price

Average price index 120 vs Sunlight

core reflect added value

Promotion

TVC highlighted nature extract

Give away wooden cooking utensils

Step 5: Detail action plan

Extract: lemon, white

tea and mineral

Transparent liquid

Action platform under 4Ps

Investigation Preparation Incubation Illumination Verification application

Investigate that consumer are worry about

chemical liquid in DWL

Qualitative research understand root core for this barrier

Brainstorm alternative way to address this issue

Come up with Nature origin DWL, which is an innovative finding for this category

Quantitative research to concept and product testQuantify the need

Launch Sunlight Nature with holistic 4Ps

Insight-driven Innovation

Another example

Need for instant bright teeth after brushing

Need for multi-purpose cleaner

Fabric conditioner for sensitive skin

Shopper trend

Multi-screen

E-commerce

Video dominance

More mature users

Media trend

Consumer trend

Thank you.