Young Marketers Elite 3 - Assignment Individual (CIF) - Giang

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  • Young Marketers Elite 3

    NGUYEN DINH GIANG Assignment Individual

    Tet 2016

    What if?

    =

  • 60% 20%

    20%

    SSC category in Vietnam (https://prezi.com/xpsx0akfcunx/cif-/)

    Group 1

    Group 2

    Group 3

    PROBLEM TO CONCERN Numbers can talk

    Dont get aware there are specialized product

    (SSC products) to remove surface stains (60%)

    Get aware of SSC products but do not use (20%)

    Use SSC products in cleaning routines (20%)

    Low penetration due

    to low awareness

    BUT, in group 3, 90% CIF users claim that CIF is the best product they have used. (http://www.cifvietnam.com/su-tich-cif)

    CIF has high quality

    Increase penetration of CIF through converting

    consumers from Group 2 to Group 3

    Recommended Direction

    How? Trigger the need of using SSC products

    Persuade them to use CIF

    Turn them into loyal consumers

  • 67%

    33%

    Vietnam (Kantar worldpanel Vietnam 2015)

    Rural

    Urban

    HOW THIS DIRECTION CAN SATISFY

    BUSINESS CASE IN ROUND 2? Yes, it can

    Vietnam now has 24 million households, with

    8 million households in urban area (33%)

    Group 1 (60%) Do not aware

    4,8 million

    households

    Group 2 (20%) Aware, do not use

    1,6 million

    households

    Group 3 (20%) Use SSC

    1,6 million

    households

    CIF converts 1 million households from Group 2

    to Group 3 in urban area

    Clearer Direction

    a disruptive business model

    to shine 1 million Vietnamese

    houses with CIF By

  • BUTHOW TO CONVERT? Is it easy?

    TARGET AUDIENCE

    Urban housewives 25 45 y.o

    ABC+

    Have children aged from 3 to 15

    Usage: get aware but dont use SSC

    products (Group 2)

    Attitude: care for her childrens

    development (Top concern)

    Observation

    Fact

    But, there are still lots of small stains on

    their house walls. Consumers feel a little bit

    unpleasant whenever see those stains, but

    then they ignore them

    90% satisfy with their results of household

    cleaning tasks because of their busy life

    BARRIER to use SSC

    Dont have the need to use

    DRIVER to use SSC

    I feel a little bit unpleasant when I see small stains on the

    wall of my house, but I tend to ignore them due to my

    busy life. Therefore, I just clean my house to have

    acceptable results.

    Insight

    Moment of truth: unpleasant feeling

    when realize small stains on wal.l How can CIF can tap to this

    moment of truth? BUT

  • CIF USE CHILDREN TO SOLVE THE TENSION How?

    Vietnamese parents education on their children in modern world

    Start by

    social

    problem

    So, Why dont moms teach their children to

    use CIF to remove all small stains on the

    walls of their houses?

    BUT

    (http://www.yeutretho.vn/loi-du-duong-khi-de-be-tu-lam-viec-

    nha-som-216019.html)

  • DISRUPTIVE BUSINESS MODEL Appear

    With 100.000 VND, moms can buy a CIF Children Kit to clean house with their children. By

    doing housework, children can learn a lot and comprehensively develop.

    CIF Children Kit

    CIF for mom CIF for kid Kid mask Kid cleaning

    toolkit Handbook

  • DEPLOYMENT PLAN how to raise awareness about this big idea?

    Trigger Experience

    Objective

    Key hook

    Channel

    Trigger the need of

    educating children about

    doing housework

    Moms buy aCIF Children Kit to

    clean house with their children

    A letter Th gi con gi

    ca m 10 nm na (Raise controversy about how

    Vietnamese parents teach

    children nowadays)

    1.000.000 CIF Children Kits

    are launched

    Social/ News/ PR TVC/ Trade/ OOH

  • Phase 1: Trigger

    Bc th gi con gi 10 nm na ca hotgirl gy xn xao!

    A letter of 14 year-old hot girl written for her child in the next 10

    years will be released on social networks, online news, forum.

    CONTENT of this letter

    _ Hardships of her childhood: poor family, help her mom do

    business since young

    _ Now, her family gets rich because of hard-working

    _ Her mom gives birth to a new baby. Then, she has a brother.

    _ But, her younger brother is fat, lazy, addicted to games on

    Ipad, inactive and can not do any housework well. She is very

    disappointed.

    _ She promises herself to educate her child better in the future

    like Western culture: encourage her kid to do housework, to be

    active in discovering environment, promote self-independence,

    etc

    Provoke a social debate/ controversy

    about how Vietnamese parents teaching

    their children nowadays. PR News

    Ngi Vit c ang dy con ng cch?

    Cng ngh c lm th ng ha mt th h tr Vit

    Nam

    Con ti 10 tui cha bit gp chn mn, ti thy bnh

    thng!

  • Phase 2: Experience

    M i, sp n

    Tt ri, sao con

    thy trn tng

    nh mnh vn

    cn vi vt d

    vy m?

    M

    dnh cho con

    gi m ph lau

    dn vi m

    bng CIF !

    Tp lm cho

    quen i con!

    TVC Youtube, LCD, Social Network, Forum

    Launch 1.000.000 CIF Children Kits

    Display at Hypermarkets, Supermarkets, Grocery Stores,

    Convenient Stores with PG/PB

    Partner with Co.opmart, Big C, Circle K, Family Mart, Bs mart

    To lp

    nn tng

    thnh

    cng cho

    con t

    vic nh

    OOH

    To lp nn tng

    thnh cng cho con

    t lm vic nh

    Seminar

  • Young Marketers Elite 3

    NGUYEN DINH GIANG Assignment Individual

    Tet 2016

    Thank

    you!