Young marketer-elite-4-assignment-zero-minh-hoang-ai-trang-bao-nhu-cong-dung.compressed
Post on 12-Apr-2017
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H&S Clear Ramus MedicalProduct
Other
Rateofsatisfactioninantidandruffproduct
HighsatisfactionHighquality
UnpopularamongVietnamesemen
><
Researchin100antidandruffshampoomenusers
Researchin700Vietnamesemen(Age16-59)
Increasemarketshareby5%Increaseconsumer’strialexperienceOBJECTIVES
C TARGETCONSUMERMEN18- 30Urbanin6keycitiesDedicatedtodandruffissueSufferingdandruffUsuallyusesocialmedia
C
Fact1: Dandruffcannotbecured butitcanbecontrolledbyusing anti-dandruffshampoo.Dr.NicoleRogers,M.D.,aprofessorofdermatologyatTulaneUniversitySchoolofMedicine.
http://www.menshealth.com/grooming/how-to-get-rid-of-dandruff
Fact2: 81%mendon’tknowthatthereisnocuredandruffsymptompermanently.
Makemenrealizethatinconveniencetruth
So,howthisbringbenefittoHeadandShoulder?
CT
STRENGTH- Cool- Refresh- Performance- NUTRIUM10FORMULA
STRENGTH- Mild- Provenbyscientists- Expert- 72HOURSPREVENTDANDRUFFISSUETEMPORARILY
Tellthe“coolkeepingtime”NOTguaranteeaboutthe”dandruffcontrollingtime”
THISWARRANTY“72HOURS”Isthe STRONGESTBENEFITOFH&S
comparedtoClear
ThisistheonlyweaponthatH&ScanbeatClear
Fact: Humanusuallyworryabouttheunknownespecially
whenthecrowddiscussitaroundthem.=>INSIGHT
BIGIDEA:DANDRUFFOBSSESIVEMEDIA
Step1:Lauching10000000TVC,Viralclipaboutissue“Dandruffcannotbecured”andmakingmoreforumsdiscussthis
C
Step2:InviteP&GScalpExpertstoVNforprovingthistruth
Step3:Createmarket:menneedaproductthatcanprotecttheirscalpfromdandruffinlongterm.
Phase1:Trigger
?
77%ofhairshopperdecidein-storeHavedifficultinchoosingshampooproductsbecauseofthedisplayOnly19%enjoyshoppinghairproducts
Trademarketinghelppenetrateproduct&increasevisibilityinordertoincreasesales&raisebrandawarenesstoshoppers• TraditionalMarketing:60%• ModernMarketing:30%• Conveniencestore:10%
CHANNEL STRATEGY PENETRATION,VISIBILITYMAXIMIZATIONANDTRIALBUILDINGFORH&SMEN
• Leverage Sales System to fast build penetration
• Sampling for retailers • Increase visibility with
Incentives for extra display (carton rack and small product string)
• Excite shoppers with visibility & extra product display
• Gain supports from key customers
• Building off-take via sampling and in-store activation
TT MT
TraditionalTrade
Tablecartonrackdisplay
Retailerswillreceiveincentives/monthwitheach“cartonrack”ormini“shampoostring”display
MiniShampooString
Increasevisibilitythrough
“72hnodanruff”
“72hnodanruff”
ModernTradeistheplacewhereconsumer/shoppercanbehighlyengagedthroughmanyexperiences
ModernTrade
Weneedtodistract“shopperbehavior”like“Autopilot”By
DisruptivePOSMIn-store/EngagementActivation
ShopperEngagement- In-storevisibility– basic&overwhelming
POSM- AttractivegiftswhenpurchasingRevive- Interactivewithshoppersviabrand
ambassadors&in-storesampling
CustomerEngagement- Samplingnewproductatcustomer’shead
office.
Salesteam:Displaycontest
SALES TEAM ENGAGEMENT – Display Contest
Objective:• CreatebigimpactofH&SMENinMTstores
togetmoreshoppers’attention.• EngagesalesteamspiritActivity:• MTstorescompeteeachotherforcreative
displayofH&SMENduring2-3weeks.• Winnerwillgetteamreward.
PUSH SAMPLING in All Sub channel of MT
Objective:• IncreasepenetrationofH&SMEN• RaiseAwarenessfortrialusingproductsActivation- PGIn-Storecommunicate“72hnodanruff”- PGhelpconsumer/shoppertrialuse
productatStorebywashingtheirheadatstoreandaskfortheirfeeling
“72hnodanruff” “72hnodanruff” “72hnodanruff”
SHELF TALKER with light : “72H NO DANDRUFF”
Objective:• Distractshopper/Preventautopilot• CommunicateMessage“72hnodandruff”
Extra Display on Collumn & Commnunication
Objective:• Stockmoreproducton
shelf• Communicatemessage• Disrupt“autopilot”
shoppingbehavior
“72hnodanruff”
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