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YOUNG MARKETERS ELITE PROGRAM – SEASON 3
ASSIGNMENT CA NHÂN
Trường Liêm
BackgroundCONCLUSION
44% urban housewives is aware of SSC but are
not currently consuming this product. 36% of
which do not find it necessary and opt for
substitute product like DWL, water, dry cloth
instead
CATEGORY PROBLEM
Low Penetration: Only 6% across Vietnam
Low Consumption: 1.5 is the average frequency
consumer buy SSC in a year
Substitute Product: DWL, Water, Cloth
SURVEY RESULT
Carried out among 64 urban housewife
36%
27%
11%
13%
13%
Why those who are aware of SSC but do not
consume it
Cảm thấy những sản phẩm
như vậy là không cần thiết
Sợ ảnh hưởng của hóa chất,
chất tẩy rửa đến sức khỏe
Không tin tưởng vào khả năng
của những sản phẩm đó
Sợ những tác dụng phụ như ăn
mòn hay làm hại bề mặt
Đã thử sử dụng nhưng không
cảm thấy hài lòng
39%
44%
17%
Awareness and Consumption
Biết và đang sử
dụng
Biết và không đang
sử dụng
Không biết
TET OCCASION
65% SSC buyers are first-time buyers
Higher demand in Tet through the year
Target ConsumerUrban housewives 25-35 years old
Income: AB
Medium to high living standard
Having a strong need for self-
expression
Looking for result that justifies the
effort she puts in keeping her
home looking the best
Cif can get your home not just clean
but beautifully clean, which justifies the
effort you put in cleaning your home
CATEGORY TRUTH
Easily clean stubborn stains on small
surface like grease, rust, burnt on
food, mold, yellow, bacteria
BRAND TRUTH
CULTURAL TRUTH
Cleaning the house in Tet is a cultural habit of
Vietnamese. People see this activity as a ritual to:
- Rearrange things of old year
- Lift up spirit to get ready for new year
- Welcome wealth and luck to the house
- Connect family members
Many hold a belief that the more guests visit their house during Tet, the wealthier and luckier they may become in the new year
Consumer UnderstandingObservation
When asked about what they feel after cleaning the house. The
top-of-mind answer is “tired”, followed by several other emotions
like excited, happy or fulfilled, etc.
Why?
Because I have to set higher standards than usual and try harder
to clean stubborn stains only on this occasion
Why?
I want it to look the best, not just clean as usual when people
visit my home
Why is it important?
A clean house reveals much about the manner and personality
of a woman or a housewife and I want the guests to see it
especially in Tet
INSIGHT:
As a Vietnamese housewife, I
want my house to look the best,
not just clean during Tet as it
reveals much about my manner
and personality when people visit.
However, this means I have to put
a lot of endeavor in dealing with
stubborn stains, which is not
always likely to be removed. I
need a cleaning substance which
justifies my efforts to get my house
beautifully clean so that people
will see me as a good housewife
Category
truth
Brand
truth
Consumer
truth
Culture
truth
Big IdeaLET THE HOUSE REVEAL
ApproachCif will persuade people to change thehabit of using water or other substituteproduct for cleaning stubborn stains byask them to exchange the currentproduct with Cif then help them to cleantheir house
BUSINESS MODEL
Key PartnersOnline newspapersOnline forum (Webtretho)Social seeding
Customer SegmentUrban housewives 25-35 Medium to high living standardHaving a strong need for self-expression Looking for result that justifies the effort she puts in keeping her home looking the best
Value PropositionFunctional: Get your house beautifully cleanEmotional: Let the house reveal about your manner as a housewife
Key ActivitiesActivation: Exchange 1 bottle of water for the shine for your house
Key ResourcesCif multipurpose productsCif cleaner cruise
ChannelPOSM at stores and supermarketsResidential apartment
RelationshipsSupporter and Counsellor for cleaning housesSales
Cost Structure Revenue StreamSales after the campaign
Phase 1 TriggerKey hook: TVC
Objective: Evoke the desire of getting the house
beautifully clean
Content: The TVC illustrates a typical modern family during
Tet when the grandparents pay them a visit. During the
visit, the housewife try to hide several stubborn stain which
she once tried to clean with water but could not, from her
mother in law who is strict one. At the moment the mother
in law enters the kitchen which is not very clean, she
suddenly scream and the time pauses. That is when Cif
cruise appears and tells her that she could have cleaned
such stains easily with Cif
The Cif cruise help her clean the kitchen rust and burnt
quickly before the time starts again. After the kitchen is
beautifully clean, the housewife confidently welcome the
mother to the kitchen and show her gift of cooking
Phase 2 ExeperienceKey hook: Online Activation
Objectives: Help the young people to realize the wishes of their grandparents to make them feel younger
Description: Cif will form a CIF CLEANING CRUISE who will appears at the big apartments and residential areas in 6
big cities with the mission of make 1,000,000 houses beautifully clean. They will ask the housewives to exchange
what the often use to clean stubborn stains (water, DWL, cloth) for a kit of cleaning tools including Cif and help
them clean their house
Phase 3 AmplifyKey hook: Viral clip
Objective: Spread the meaningful messages of the campaign further to the public
Content: The clip is the record of how Cif cleaning cruise help housewives clean their house and how they feel about the house
Trade MarketingDesign package with Tet theme
Add Print-ad and the provide PG at supermarket
Sell Product along with the activation in Phase 2
THANK YOU