Young Marketers Elite 3

INDIVIDUAL ASSIGNMENT

by Nhat Minh

Disruptive business model to shine 1

million VN household with CIF

TARGET AUDIENCE

• Confident female

• Uncompromising

• Dedicated to beauty and the importance of things looking their best

With Cif woman, beauty is uncompromisable

What are their

personality?

• Urban housewives 25 – 45 years old

• Medium to high living standard

• She is looking for a result that justifies the effort she puts in keeping her home

looking the best

Who are they?

WOMAN IN HOUSEHOLD CLEANING TASK

How she thinks and does cleaning at Tet? How she uses HHC product?

80%

80% woman do cleaning by their owns

although they are so busy at Tet

Why?

She appreciates support from others

(husband, children…), but she believes

that only her can keep the home

looking at best

Why?

Home care is supposed the manor of

woman, which she’s so proud of. She is

uncompromising to bring back the

beauty of her masterwork

as the quote “Men makes house, woman makes home”

1 SKU2 SKU

>3 SKU She normally uses 1 or 2 SKUs for

cleaning all the house despite many

kinds of stain on different surfaces. DWL

stands out as the most popular product

Why?

She thinks all HHC stuffs are the same

and provide the common result as

“cleaning”. So DWL fits all situation

* DWL: dish washing liquid

Why?

She doesn’t care about product,

actually she desires a superior cleaning

solution that help her do cleaning task

effectively

CONSUMER INSIGHT: My home is my masterwork

CONSUMER TRUTH:

The tension happens during

busy Tet holiday while woman

want to do cleaning by their

own but get limited support

from current HHC products she

uses

BRAND TRUTH

Cif is a powerful brand

helping restore the beauty of

human’s masterworks to their

sparkling beauty all over the

world. Now Cif comes to

Vietnamese home to bring

back the beauty of every

woman’s masterwork at Tet

CATEGORY TRUTH:

HHC includes multiples

products for different

cleaning purposes, making

ease to this task

“Despite busy days before

Tet, I want to do cleaning

by myself as the only way

to ensure restoring the

beauty to my home at

best. I desire a cleaning

solution that helps

accomplish this task

effectively”

Big Idea

Cif Completed Cleaning Solutionto bring back the beauty of every woman’s masterwork

Brand role:Cif would create a completedcleaning packages that help womanbring back the shininess and restorethe beauty of their home at fingertips

Completed

Cleaning

Solution

Completed

Cleaning

Solution

__ The package __

With online cleaning platform

The Model

Completed

Cleaning

Solution

Target consumer

Subscribe to CifCompleted Cleaning Solution websiteor Install app

Order the package

Get technique for different

cleaning needs

Refill product after the first order

Get the cumulative point to receive free cleaning products

Benefit from this model- Increase penetration for SSC - Increase basket size- Retain consumer loyalty

Deployment plan

Phase 1

Trigger the awareness

Phase 2

Launch Cif Completed

Cleaning Solution

Key message Home is Vietnamese woman’s

masterwork

Let Cif help bring back the

shininess and beauty to

woman’s masterwork

Key hook Viral clip “Woman’s

masterwork”

Viral clip “From Rio de janeiro

to your home”

Supporting tactics Social debate on Internet In-store activation

Promotion code on bottle

Communication message: Let Cif bring back the shininess and beauty

to every woman’s masterwork by Completed Cleaning Solution

Objective: Catch attention and attract appreciation of target audience with the key message: Home is woman’s masterwork

Key hook: Viral clip

Wow factors:How female celebrities choose what is their most proud-of masterwork

Supporting tacticsSocial debate on Internet

PHASE 1

Celebrity endorsement: Tang Thanh Ha, Thuy Hanh & their husband and children

Viral clip content brief: How woman define the most proud-of masterwork:- Not the successful acting career for Tang Thanh Ha or glamour in catwalk for

Thuy Hanh, their devoted effort to home and family is what they’re proud of most

How their effort is appreciated by husband and family:- Sharing and thank from their beloved husband and children

Social debate:- Leading social debate by Trang Ha and Le Hoang

PHASE 1

Objective: Launching Cif Completed Cleaning SolutionEngage the message: Cif CCS can bring back the shininess and beauty to your home, your masterwork at fingertips

Key hook: Viral clip “From Rio de janeiro to your home”

Wow factors:Inspired by what power Cif has to restore the beauty of human’s masterwork all over the world

Supporting tacticsActivation in storePromotion code on bottle

PHASE 2

PHASE 2Viral clip: From Rio de janeiro to your home

Content brief• Cif has go around the world the restore the beauty of human’s masterwork,

now it comes to your home, your own masterwork• Introduce Cif Completed Cleaning Solution with such power• Demonstrate how Cif help restore beauty of home at your fingertips• Stimulus people to try Cif Completed Cleaning Solution

Supporting in-store activation:Demonstrate the power of Cif Completed Cleaning Solution with different kinds of stains

Promotion code on bottle:Buy 1 package get promotion code with 100% winning chance

Completed

Cleaning

Solution

__ Thank you __