ELITE DEVELOPMENT PROGRAM 4ASSIGNMENT 0 Hieu An | Thai Hoang | Quynh Phuong | Minh Quang | Yen Anh

1.Market Performance2.Define Problem3.Target Consumer4.Brand Propositon & Communication5.Holistic Plan6.Youtube Advertising7.Social Media8.In-store Activation9.Trade Marketing10.Executive Summary11.Thank You

A G E N D A

A HOLISTIC PLAN TO MAKE H&S MEN THE BEST SAMPOO CHOICE FOR MEN IN URBAN

MARKET PERFORMANCE

DRIVER: ANTI - DANDRUFF DRIVER: FRAGANCE

CLEAR MEN: “Top Performer”Try to beat X-men, focus on Brand building and Trade

X-MEN: “Real Men”Market Leader, following closely by Clear Men and Romano

RAMUS: No Communication, focus on Trade only

ROMANO: “Own the Game”

H&S: “Choice of the champion”No Communication for Men, No trade activity

NOT CLEAR IN FUNCTIONAL CLAIM à DEFINE CLEAR PROPOSITION

29.7

3.0

22.5 35

.6

3.6

4.4

100.

0

29.3

1.8

25.3 32.1

2.2 7.1

100.

0

0.0

20.0

40.0

60.0

80.0

100.0

120.0

Va

lue

Sha

re

13-Sep-15 11-Sep-16

Small volume and value share, dropped criticallyà Immediate action:

Tactics to stop losing share

THE APPROACH: MOVE FIRST & NOW BY TRADE & DISTRIBUTION, FOLLOWING BY BRAND BUILDING IN LONG TERM

20.4

1.0

24.6 36.9

12.9

1.4

100.0

24.9

0.0

27.0

32.0

12.1

2.3

100.0

0.0

20.0

40.0

60.0

80.0

100.0

120.0

Valu

e-Sh

are

13-Sep-15 11-Sep-16

Stop selling in rural from 2016 to focus on urban

FOCUS ON URBAN BY TRADE

Clear Men & Ramus - Key player in Urban: Win by trade

New Route to Market: Ecommerce

Source: Kanta World Panel

PROBLEM: KEY BARRIER FOR H&S MEN TO JOIN THE GAME

BRAND

TRADE

DISTRIBU-TION

VISIBILITY & AVAILABILITY: Shoppers cannot see or find H&S Men at stores.

LOW BRAND AWARENESS ABOUT: • Presence of H&S Men in

Men Hair Care category• Difference between H&S

Men and H&S core

LOW COMPETITIVENESS: No promotion & Gift that makes competitors easily win over

Raise Brand Awareness

Win shopper’s choice

Increase Visibility & Availability

§ 1 TVC§ Digital linked to

Ecommerce§ Sampling and Store

Activation

§ MT & GT: Continuous Gift & Promotion

§ MT: Shopper Advisor team

Build 80% Numeric distribution in urbanGain 25 % share space on shelves from ClearMen

ISSUE

LONG TERM: BRAND BUILDING (FUNCTIONAL & EMOTIONAL) - DRIVE MEDIUM PACKSIZE - GO TO RURAL

Make 80% target audience aware that “H&S Men is the superior solution produced specially for men dandruff problem”.

GOAL

KEY STRATEGY/ CHANNEL

§ Competitive promotion for retailers and customers

§ GT: Move stock forward by sachet and display program

§ MT: Bottle display and POSM

70% in MT and 50% in GT effective sales/ Total times of product pickup

1-YEAR JOB TO BE DONE

TARGETCONSUMER

Men (20 – 27 y/o) Students and 1st jobber who are leaving far from home in 6 Key cities;

Eager to try new things, dare to change, seek for adventures and challenges;

Suffer from dandruff; dedicated AD shampoo user;

Shop for personal care products by themselves;

Target Consumer = Target Audience = Business Target

INSIGHT

The feeling of inferiority in appearance caused by visible dandruff make me

too shy to try new experience.

BRAND TRUTHCATEGORY TRUTH

Superior AD solution, prolong dandruff-free period up to 72 hours

Dandruff is only cleared temporarily and causes visibly white spots on hair and shoulders.

CONSUMER TRUTH

As young person, I seek for new experience but the feeling of inferiority in appearance caused by dandruff makes me too shy to try.

BRAND PROPOSITION &

COMMUNICATION

BRAND IDEAACTUALIZE MEN’S WISHFUL EXPERIENCE

BRAND COMMUNICATION IDEAFree from dandruff, free in experience (Tiễn biệt gàu, thỏa sức trải nghiệm)

ACTIVATION Platform: Wishful experience Idea: Free experience in 72-hour dandruff-free

PROPOSITIONSuperior anti dandruff solution to make men free to experience

HOLISTIC PLAN

Vi r a l c l i p on y ou t ub e

On – g o in g fa n p a g e & “72 - h ou r Ch a l l en g e” R ea l i t y Sh ow

I n - s t o r e Ac t i va t i on

On g o in g T r a d e P r omo t i on

6 MON THS 12 MON THS

YOUTUBE ADVERTISING

S T O R Y L I N E

WHAT’S YOUR WISHFUL EXPERIENCE?

I U SED TO TH I NK TH AT

WHY HAVEN’T YOU TAKEN ACTION YET?

I U SED TO TH I NK TH AT

I T’S NOT BECA U SE MY A BI LI TY NOR MY D ESI RE

I T’S A BOU T MY A PPEA RA NCE TH A T MAK E ME SH Y

DON’T LET SUCH A SMALL IMPERFECTION LIKE A BEADS OF DANDRUFF DISCOURAGE YOU

FROM HAVING NEW EXPERIENCE

Register on hnsmen.com and share your wishful experience. H&S will

help you actualize them!

BANNER

IN-STREAM

IN-DISPLAY

Objective: to educate functional benefit of H&S Men

TIỄN BIỆT GÀU, THOẢ SỨC TRẢI NGHIỆM72 GIỜ THOẢ TRẢI NGHIỆM

TIỄN BIỆT G ÀU, THOẢ SỨC TRẢI N G HIỆM

72 G IỜ TH OẢ TRẢ I NGH I ỆM

H &S

SOCIAL MEDIAPRODUCT TAG

FANPAGE H&S MEN FANPAGE H&S AND OTHER PAGES

E-COMMERCE

Showcase moments of wishful experience: clip recap from 72hrs challenge reality show

CLIP RECAP

Theme: Wishful ExxperienceContent: Recap from “72-hour Challenge” Reality ShowBrand Endorsement: Within 72 hours, brand will help men actualize their wishes

IN-STORE ACTIVATION

FIX BOOTH: Shopper will have chance to enjoy their experiences when they’re carefree about dandruff through virtual glasses. They can enjoy the feeling of dancing without shy, wearing dark-color shirts… in their virtual world

H&S MEN GATE IN-STORE72 HOURS – TIỄN BIỆT GÀU, THOẢ SỨC TRẢI NGHIỆM

12.9

1.0

10.2

17.0

2.6 3.9

35.2

11.2

0.6

9.8 1

3.0

1.8 4

.5

31.4

0.0

10.0

20.0

30.0

40.0

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trat

ion

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tual

13-Sep-15 11-Sep-16

Sampling by Pack Sachet

2.3

1.9

3.0 3

.8

8.0

1.5

4.3

2.3

1.5

3.3

3.3

7.9

1.5

3.9

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2.0

4.0

6.0

8.0

10.0

Freq

uenc

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13-Sep-15 11-Sep-16

Consumers buybig pack

50.9

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6

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38.8

7

33.5

5

55.9

2

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13-Sep-15 11-Sep-16

DRIVE GROWTH BY 2 PACK SIZE: SACHET & BOTTLE 650G

Focus on gain share by direct competing strategies

H&S Men has Low

penetration

Total Men has significantly higher

penetration than H&S Men

Low frequency, high volume and spend per trip

Grow by Pack Size 650g

TOTAL FIT TO WINACTIVATION, CONSUMER PROMOTION & DISPLAY PROGRAM

77% of hair shoppers decide in-store => focus on TRADE + IN-STORE ACTIVATION to drive sale

Through Male-shopper journey… Display massive

sachet and 10 650g bottle faces

Main shelf Key Island displayGateTV Frame displayWobbler

Many products +un-organized shelves→ self-confusing→ We need to DISPLAY H&S Men catchily to draw male-shopper attention

GT

MT

Various choices for male shampooWin consumer’s

choice

60% products chosen thanks to shopper advisor

MT

GT

Increase shopper advisorsIn MT

70 % products chosen thanks to

promotion

Clear, Xmen, Romano has more than 3 options for consumer => Increase portfolio to competewith them

ADD 1 FRAGRANCE VARIANT

4.

Sales Promotion

+

- Buy 1 sachet 12 packs get 2 free packs (Sachet 14 packs)

- Buy big pack H&S Men + Gillett

- Buy 1 combo bottle H&S Men + H&S Core with20% discount

BARRIERS FOR H&S TO GROW

Low Brand Awareness

Low product visibility and availability at

POS

Low competitiveness at POS with minor

share

Focus first on Urban with trade strategy for now, brand building for futureBuild brand awareness by Digital and Instore Activation

Build offtake and brand visibility by promotion and display program

BRAND COMMUNICATION IDEAFree from dandruff, free in experience (Tiễn biệtgàu, thỏa sức trảinghiệm)

H&S Men: the Superior anti dandruff solution to make men free to experience

EXECUTIVE SUMMERY

THANK YOU