TEAM 4Ton Hao + Minh Trang + Quang Huy + Bao Minh

BRIEF SUMMARY

BACKGROUND

H&S is regconised as best anti-dandruff shampoo in theworld. But in Vietnam, male is untapped segment and Clearis leader for this playground.

GOALIN 1 YEAR

• +12% market share• Get awareness of 80% target in re-launching campaign• 1 mil consumers involved in activation events• +40% sales• Own the keyword “First impression”

Make Men realize that H&S is the best shampoo choice.Repositioning plan in 3 years, to make H&S be the bestanti-dandruff shampoo for male.

CHALLENGE

MARKET OVERVIEW

CLEAR• Young male, active,

confident to shin, football, run, kick, defense

• T.O.M on male shampoo• 3 key SKUs for male: Deep

cleanse, Cool sport, Hair fall

à KEY COMPETITOR

ROMANO• Middle-aged male, rich &

successful• T.O.M on fragrance shampoo• Elegant• Seducing beautiful girls by his

cold but romantic style

X-MEN• Young male, brave,

action• Fragrance shampoo• Defeat bad guys, save

beautiful girls

HEAD & SHOULDER• Male, couple image• Regconised as unisex

shampoo• 2 key SKUs for male:

Refreshment & Hair fall

ANTI DANDRUFF

FRAGRANCE

NOT PRODUCT’S STRENGTHS IN ANTI-DANDRUFF

FRAGRANCE

Answer: Why they need a product for male when H&S is already unisex?à Maybe decrease sales value of H&S original (already small – 6%)

Answer: What are we different from Clear?à Large share – 31%

STRATEGY FOR H&S

1. Convince males using H&S Original into H&S Male

2. Compete with Clear

GO WITH THIS

CLEAR – KEY COMPETITOR- Breakthrough Technology: Bio

Nitrum 10

- Deep Cleanse

- Nourish from the hair root

- Preventing dandruff shield

HEAD & SHOULDER- Breakthrough Technology: Zinc

Pyrithione

- Classic Cleanse

- Nourish the scalp

- 72 hours preventing dandruff

from coming back

72 hours does not make sense to our consumer because 80,5% men wash their hair everyday (W&S, 2014)

Moreover, communicate 72 hours is not good for business (frequence of usage is 1 per day)

72 HOURS PREVENTING DANDRUFF FROM COMING BACK

HOW CAN WE COMMUNICATE IN ANOTHER WAY?72 hours free from dandruff= 72h scalp protected from dandruff-causing factors= Long-lasting & strong protection

COMMUNICATE OUR FUNCTIONAL BENEFIT?

BOLD PROTECTIONBrand language

WORRY-FREE FROM DANDRUFF Consumer benefit

APPROACHING

TARGET UNDERSTANDING

Men always desire to conquer challenges in life. But

dandruff problems deter them from taking on the

challenge they want.

HOW ABOUT TARGET?

TARGET CONSUMER

• Male, 20-30 yrs old, income BCD

• Living in the 6 key cities

• Current Clear user

• Active lifestyle and dare to do

H&S Men provides the bold protection from

dandruff to give them a worry-free state of mind.

H&S takes on the dandruff challenge, for men to

take on their challenge in life.

Dandruff leaves men with much discomfort and loss of confidence

CATEGORY TRUTH

PRODUCT TRUTH

FUNCTIONAL LEVEL72 hours of bold protection (cleaning and long lasting effect)against 4 dandruff causing factors with RTB - Zinc PyrithioneTechnology

BRAND IDEA

EMOTIONAL LEVELBold spirit to accept and conquer the challenge

KEY MESSAGEH&S will take on dandruff challenge for men to take on their next challenges in the life

THE MEN WE ARE LOOKING FORMEN with BOLD SPIRIT

LAUNCHING CAMPAIGN

CAMPAIGN IDEA 1 YEAR#liveboldly- Sống đậm hơn –

KEY MESSAGEWith H&S, feel free to conquer any challenge life may throw at

you. Be bold, as you are.

CREATIVE IDEA

Key competitor is Clear Men, market leader in anti-dandruff shampoos. Unilever have a huge budget for advertisement of Clear Men. Although we are different in proposition, we need a strategy to win with small budget.

From our research, nearly 80% satisfy H&S products à trial experience

So how we push our consumer to trial related to our proposition: Bold spirit?

An Interactive Experiential Trial Campaign

UNLEASH THE BOLD IN YOU

UNLEASH THE BOLD IN YOUThe machine that inspires the men to overcome the challenge and get H&S Trial Product

KEY HOOK

An Interactive Experiential Trial Machine

Tactics: Viral Recap Clip, Social Media, PR

Machine is placed at shopping mall. Trigger male audience by “Touch to get free H&S for Men”

Touch to get free H&S for Men”

Machine ask the men to move to floor 3 to get H&S free in 70s

The men have to overcome all challenges of H&S from floor 1 to floor 3

The men get H&S Shampoo free with end message: With H&S, feel free to conquer any challenge life may throw at you. Be bold, as you are. #liveboldly

EXECUTIVE SUMMARY

Challenge

Make Men realize that H&S is thebest shampoo choice. Propose the proposition to make H&S be thebest anti-dandruff shampoo formale.

Target Consumer

• Male, 20-30 yrs old, income BCD• Living in the 6 key cities• Current Clear user• Active lifestyle and dare to do

Product Offer

H&S Men provides the boldprotection from dandruff to givethem a worry-free state of mind.H&S takes on the dandruffchallenge, for men to take on theirchallenge in life.

Insight

Men always desire to conquerchallenges in life. But dandruffproblems deter them from takingon the challenge they want

Campaign Idea

• Strategy: An Interactive Experiential Trial Campaign

• Campaign Idea: #liveboldly • Key Mess: With H&S, feel free to

conquer any challenge life may throw at you. Be bold, as you are.

Key Hook

An Interactive Experiential Trial Machine: UNLEASH THE BOLD IN YOU. The machine that inspires the men to overcome the challenge and get H&S Trial Product

THANK YOUTon Hao + Minh Trang + Quang Huy + Bao Minh