Elite Development Program 4

Assignment 0

Hiếu Ân – Thái Hoàng – Minh Quang – Quỳnh Phương

Agenda

Brand Communication Idea

Activation Idea

Background analysis Target Audience’s InsightBrand Idea & Positioning

Holistic Activation Plan Executive Summary

Background Analysis

Low Brand awareness (H&S Men is unknown, out of Men Special Hair Treatment in consumers’ mind)

Small Volume and Value share, even less than Ramus (Total share lost of rural > total contribution of urban in 2016)

Low Visibility & Availability (Stop selling in rural in 2015, but Urban still lost share;

Rural men suffer more from dandruff issue due to outside working environment)

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

Pro

duct %

of C

ate

gory

Valu

e-

Actu

al

13-Sep-15 11-Sep-16

XMenReal men(Đàn ông

đích thực)

Clear MenTop

Performace(Đỉnh caophong độ)

RomanoOwn the

game(Làm chủ

cuộc chơi)

Head&

ShoulderBarcelona’s

choice

Fragrance Anti-dandruff

Positioning

A triple-effect formula AD shampoo

prolong the dandruff-free

period up to 72 hours for

family men

Brand Idea

Embrace men’s reliability

Root strength

Global entrusted AD shampoo brand, scientific-based formula,

tailored for men

Competitors

Direct: Clear Indirect:

Men Ramus

Men (30 – 45 y/o); Responsible, simple; Dedicated AD userbut not a frequent shopper

Target consumerInsight

make my spouse feel pleasant, safe & sound whenever we’re getting close

Consumer truth

The most of those having scalp concern

are dedicated AD shampoo users

Category truth

Superior AD efficacy ensure

72-hour dandruff-free period

Brand truth

“I want to perform

consistently good in every situation. A

dandruff-free shoulder make

me more confident in the

moment I’m with my spouse and

make her believe that I’m a

reliable man”

InsightEmbrace

men’s reliability

Brand essence

Benefit

Value, belief

Family man, truthful, reliable

Discriminator

Prolong the AD period up to 72 hours

RTB

Triple-effect AD formula

Dandruff-free to look more convincing

TARGET AUDIENCE

Insight“As a wife, I always desire for the completely peaceful moment in love like a rest on my husband’s shoulder. However, just small imperfection of a little dandruff on his shoulder can ruin my mood down”

Women (The shopper)

What they say? “I want to see my husband as a family

man when he’s at home”

Why they say? They want feel his intimacy, his care and

support – the feeling that she can lean on him

What they do? Buying AD

shampoo for their husbands

Why they do? To see him in the best of his tidiness after

showering so as to comfortably rest their heads on their husbands’ shoulders and enjoy peaceful moments in love as a return

Activation platform: Mental fulcrum

Many couples are so busy dealing with home&house tasks in the evening after work

that almost forget the symbolic moment in love they used to have before marriage

Activation Idea: Love rests on my man’s shoulder

Reignite love by reviving symbolic moments (wife’s headrest on husband’s shoulder) in

family reunion time after work

“A shoulder to lean on”

Communication Idea

30s TVC

Where’s my Mr. Shoulder(Tìm về những cái tựa vai)

In-store Activation

Love rests on my man’s shoulder

Drive sales (8 months) Buy 01 combo bottle [H&S Men

+ H&S Core] Get 01 gift set of[Canvas bag + Towel]

Buy 01 sachet 12 packs Get 02free packs (Sachet 14 packs)

Build at least 80% Numericdistribution nationwide

Re-launch in Rural with theapplication of GeographicTargeting partnership with Zalo

Raise awareness (4 months) Make people realize that H&S

Men is the best shampoochoice (functional benefits)

Trigger T.A’s attention throughemotional communication

Supportive tactics“Tình về Vai nghiêng” concert duetsing love songs to celebrate thecampaign’s message and recap thesymbolic gestures in love – a headreston shoulder of the participants

Supportive tactics Online discussion and forum

seeding with the “Tìm vềnhững cái tựa vai” story

Photo booth at Nguyễn Huệpavement + activation on social media platforms (Facebook, Instagram, Utube)

Advertising

A Narrative of A Married Couple. The woman has long lostthe connection with her husband due to the fact thatthey become partners after marriage: each does theirown responsibilities at home. But when her husbandoffers his shoulder for her to rest on, everything becomesclear: they are loving souls, working towards a commongoal that is to build their family.

Couples come to take picture of their symbolic gesture in love – a headrest on shoulder. The album collection will be shown

at the celebrating event “Tinh ve Vai nghieng” concert(love songs sing in duet music show)

H&S Booth integrates with the functions of Automatic Photo booth andVending machine. Couples can take photos from this Photo booth throughangle-detecting system which is activated when the women lean on theirman’s shoulder. They will instantly get their pictures with a code on it.

When they scan the code right back at the H&S Men Booth, they will get 10%discount on the chosen H&S shampoo(s).

Photo booth at

Nguyen Hue pavement

In-store Activation

Packaging: The packaging for all H&S Male Product Line will have their

arc redesigned from left to right. This is to resemble symbolic head restbetween partners as demonstrated in outer packaging of our KOLs -Cong Vinh and Thuy Tien

Shelf-presence: Pair-bottle displaying for bundle buying at discount price

Executive Summary

Brand

Trade

Distribution

VISIBILITY & AVAILABILITY: People cannot see or find H&S

Men at stores.

LOW BRAND AWARENESS: H&S Men is unknown, out of Special Men Hair Treatment in consumers’

mind.Men don’t know the difference

between H&S Men and H&S core/ Other Men Brands

LOW COMPETITIVENESS: No promotion/ Gift to attract

shoppers

Raise Brand Awareness [Win in Mind]

Add Relevant Incentives[Win in Store]

Visibility & Availability

Leverage on H&S Core (on its channels with image attached) to drive H&S Men (Halo Effect) through sending tailored message to female shoppers

In meantime, build private channel/ TVC for H&S Men, treat it as a Sub-brand

Continuous Gift & Promotion to Attract Female Shoppers

Shopper’s Advisor team

Build at least 80% Numeric distribution nationwide

Move stocks forward by different male line packaging in different forms

Issues 1 year job to be done

Strategy: - Short term: Gain share by Trade and build product functional awareness, focus on shopper (wife, women)- Long term: Build brand love, focus on both consumer and shopper

Thank youThank you