Build a disruptive business model to shine

1 mil Vietnamese houses with CIF

TET IS A GOLDEN CHANCE

16 25

65

0

20

40

60

80

Floor

Cleaner

BC/TC SSC

Among 100 SSC

buyers at Tet periods,

65% consumers

buy SSC at first time

• Urban house wives

• 25–45 years old

• Medium to high living standard

• Confident

• Uncompromising

Since I don’t know about the benefit of small surface

cleaning product, cleaning my house, especially at Tet, is

really a nightmare. Sometimes, I want to hire house cleaners

but I’m not so sure about its safety.

Daily day

Tết

60% Vietnamese do not aware of the benefit of

SSC (Unilever)

Consumers associate CIF with tough stain

removal. In their daily life, they use water or

dishwashing liquid in cleaning their houses,

which takes a lot of time and effort.

This becomes a nightmare when it comes

to cleaning a huge area like cleaning their

houses at Tet.

40% Vietnamese Using cleaning services at Tet

17% of those services Are simple tasks like cleaning rooms,

kitchen and toilet

(W&S Research, 2013)

This is a new trend recently.

However, the greatest barriers of hiring

cleaning services is the safety

guarantee.

Insight

Students

Every years, many students look for a part-time

job at Tet to earn money for a ticket to come

home.

Sadly, many of them were cheated and lost their

money.

http://goo.gl/qNPfSo

WHY DON’T WE CONNECT HOUSEWIFE AND STUDENTS?

The demand for cleaning services at Tet is very high and there’s not enough suppliers, though

http://goo.gl/gKCRor

BRAND ROLE

Cùng Cif đón tết

Quẳng hết gánh lo

Vui cho sum vầy

NHÀ SẠCH ĐÓN TẾT

SẺ CHIA SUM VẦY

KEY HOOK

CIF-CARE APP

It’s “Uber” for

house cleaning

which connects

housewife and

students recruited

by CIF

CIF’s promise is “Make the world a better place”.With this big

idea, CIF doesn’t just clean houses, cities.. to make them better

places but also brings the better life for the people live there.

COST STRUCTURE • Salaries to staffs

• Training cost

• Marketing cost

REVENUE STREAMS • CIF sales

• Gain from additional services

KEY

ACTIVITIES

• Hiring

students

• Customer

support

• Marketing

• Product

development

VALUE

PROPOSITION

HOUSEWIFE: • Easy & fast

way to clean

their houses

• Enable them

to do good

things at Tet

STUDENTS: • Good part-

time job.

• Enable them

to have a

fullest Tet

CUSTOMER

SEGMENTS

HOUSEWIFE: • Urban

• 25-45 yo

• Sec AB

• Feel tired with

cleaning at

Tet

STUDENTS: • Study at

urban

universities

• Want to earn

money at Tet

KEY

PARTNERS

• Students

• Payment

Processors

• Map API

providers

• Homecare

Co., Ltd KEY

RESOURCES

• App

• CIF

• Students

CUSTOMER

RELATIONSHIP

• Social media

• Customer

support

• Review, rating

& Feedback

system

CHANNELS

• Websites

• Android App

• iOS App

CIF-CARE

BUSINESS MODEL CANVAS

PLAN

Step 1: Recruit student from

universities, they also receive

ticket to come home at this step

Step 2: Send them to Homecare

in a short course about cleaning

Step 3: Launching CIF-CARE app

on iOS, Android and website

Step 4: Housewife using the app

and pay with:

• Code on CIF bottle (1 codes

for one room cleaned)

• Money (30k/hour via

nganluong.vn)

Step 5: Staffs come and clean

their houses with CIF, shows them

the effectiveness of CIF to

encourage them to use CIF in

their daily life

CARE

TVC The clip shows the fact that women have to do really hard works at Tet, especially in cleaning

their houses. It also shows that many students were cheated in Tet while finding their part-time

job to earn money for coming home. At the end, the clip introduce CIF-CARE and invite

housewife to use it as well as buy CIF to get huge discount in the app (1 CIF – 1 room cleaned).

KOLs

Social Seeding

Online Ads

CIF-CARE

The app officially

launch offer housewife

an easy & fast way in

cleaning their houses

and provide students

best part-time job

=> Students will use CIF

in cleaning houses and

shows housewife the

effectiveness of CIF

• Recap video of the campaign. Then

leverage this video to spread out on

youth affinities: YouTube Masthead,

Online PR, Social.

• Buy PR articles: ex “CIF cùng phụ nữ Việt

giúp sinh viên có Tết đoàn viên”

TRADE & ACTIVATION Trade: We will discount 15% on CIF products, we

also give away poster for the campaign with

the products.

Activation: Interactive booths at supermarket

displays a video of a student who was cheated

at Tet. At the end, the booths ask them to help

him. => If they click “Yes”, our PG will come and

introduce our campaign.

THANK YOU!