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
Pene
trat
ion
%-Ac
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
0.0
2.0
4.0
6.0
8.0
10.0
Freq
uenc
y-Ac
tual
Yr o
nY
r
13-Sep-15 11-Sep-16
Consumers buybig pack
50.9
6
79.9
2
37.6
1
28.6
6
8.95
38.8
7
33.5
5
55.9
2
99.8
6
39.1
4
37.3
6
7.67
50.4
5
40.1
3
0.00
20.00
40.00
60.00
80.00
100.00
Spen
d p
er T
rip (
000
VN
D)-A
ctua
l
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