Young marketer-elite-4-assignment-zero-minh-hoang-ai-trang-bao-nhu-cong-dung.compressed

TEAMBAMIMinhHoàng– ÁiTrang– BảoNhư– CôngDũng

ASSIGNMENTZERO

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100%

H&S Clear Ramus MedicalProduct

Other

Rateofsatisfactioninantidandruffproduct

HighsatisfactionHighquality

UnpopularamongVietnamesemen

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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

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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”

Thankyou,TEAMBAMI