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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