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MINH CƯỜNG PHƯƠNG LINH PHÁT HỒ LÊ VY BABY MARKETEES BIG CASE BIGEN

[Baby Marketees] Big Case - Bigen

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Page 1: [Baby Marketees] Big Case - Bigen

MINH CƯỜNGPHƯƠNG LINH

PHÁT HỒLÊ VY

BABY MARKETEES

BIG CASEBIGEN

Page 2: [Baby Marketees] Big Case - Bigen

BRAND BACKGROUND- No.1 hair color cream in Japan- 120 years heritage of serving Asian people- Product on 70 countries worldwide- Slogan: “Bigen - The Origin of Beauty”- Tagline: “Bring beauty to your hair and your heart”- Three core values: .Inspiration .Invention .Innovation

BRAND CONCEPT- Formula contains high percentage of colorants- Natural ingredients- Outstanding benefits => Safety to use regularly

WOMEN MEN

Page 3: [Baby Marketees] Big Case - Bigen

PRODUCT:Functional: Dye hair to the basic color using natural ingredients. Set the hair color to the origin colorEmotional: Bring back the nostalgia and the youth. Maintain the beauty of the youh.

MARKET:High Quality

High PriceLow Price

Low Quality

BIGENL’oreal

BESSIER&B

Page 4: [Baby Marketees] Big Case - Bigen

PRODUCT TRUTH

- Highest brand endorsement to Vietnamese consumers- Create the most suitable products for Asian hair- High quality and safety- Formula contains high percentage of colorants- Natural ingredients - No chemical smell- Outstanding benefits - Fast and easy to use

DRIVER

- It would be too dark for some people, even darker thantheir natural hair color- May cause terrible allergic reactions for some people

BARRIER

Page 5: [Baby Marketees] Big Case - Bigen

CONSUMER TRUTH- New midd-age people: 40-60 years old- Get used to L’oreal- Nice color, keep the color lasting long, right color in expectation- No side affect- Not reduce hair’s health & conditions

Page 6: [Baby Marketees] Big Case - Bigen

BRAND TRUTH- No.1 hair color cream in Japan- 120 years heritage of serving Asian people- Product on 70 countries worldwide- Slogan: “Bigen - The Origin of Beauty”- Tagline: “Bring beauty to your hair and your heart”- Three core values: .Inspiration .Invention .Innovation

CONSUMER TRUTH- New midd-age people: 40-60 years old- Get used to L’oreal- Nice color, keep the color lasting long, right color in expectation- No side affect- Not reduce hair’s health & conditions

PRODUCT TRUTHDRIVER

- It would be too dark for some people...

BARRIER

- Highest brand endorsement to Vietnamese consumers- Create the most suitable products for Asian hair- High quality and safety...

Originbut

inspire

Page 7: [Baby Marketees] Big Case - Bigen

TARGET CUSTOMER- New midd-age people: 40-60 years old- Male & Female- Urban: Ho Chi Minh City, Ha Noi, Da Nang- Finance: A+, A, B, C- Habits: watching TV, going to public place,...- Hair going grey- Dye hair at home & salon

SOCIAL CONTEXTPeople are keen on working and taking care after their children. They are settle down. Most of the dreams and passion that planned in the past have not done yet. The majority think that new middle-age people should have a peaceful life because of aging progress.

Page 8: [Baby Marketees] Big Case - Bigen

CUSTOMER ATTITUDE- Main purpose of dying hair is changing the hair color.- Moreover, they want to cover grey hair with basic color.- Senior middle-aged people want to dye hair because it makes they look YOUNGER.

DIG DEEPERWHY

YOUNGER ? They do not want to approach old age so soon.They maintain their manners, their YOUTH.

WHYYOUTH ?

INSIGHT

CUSTOMER FACT40-60 is middle-age that people are no longer young and almost approach to old age. It is a term that people have big changes in emotion and physical.The body may slow down and the middle aged might become more sensitive to diet, substance abuse, stress, and rest.They get obsessed with the past including the things they did and plans they have not done

At middle - aged, the turning point is too close that I want to live longer with my youth. I want to be young again, begin from the outside.

It is their glory time of their life. They have dreams and fantastic passions.

Page 9: [Baby Marketees] Big Case - Bigen

BIG IDEABIGEN RECALL YOUR YOUTH

KEY MESSAGEThe origin is your youth. Treasure it.

Page 10: [Baby Marketees] Big Case - Bigen

EXECUTION PLAN

PHASING

Objective

Key message

Key hook

Tactics

“Let Bigen recall the youth for you”

Viral Clip

Youtue/ Facebook/ Fanpage

Remind the middle-aged about what they had missed throught their youth.

Let them know BIGEN

TRIGGER AMPLIFY

We will interview some middle-aged people about what they had missed when they were young, about their feeling. Then, we will help them to get it and record all the process to make this viral clip.This video clip will remind them about their passion, their dream which they have been left behind to try hard to earn their families living.

Viral Clip

Page 11: [Baby Marketees] Big Case - Bigen

THANK YOU !