Young Marketers Elite 3 - Individual Assignment - Chu Minh Thông

  • Published on
    16-Apr-2017

  • View
    214

  • Download
    1

Embed Size (px)

Transcript

  • 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

    2545 years old

    Medium to high living standard

    Confident

    Uncompromising

  • Since I dont 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 Im not so sure about its safety.

    Daily day

    Tt

    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 DONT WE CONNECT HOUSEWIFE AND STUDENTS?

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

    http://goo.gl/gKCRor

    http://goo.gl/qNPfSohttp://goo.gl/qNPfSohttp://goo.gl/gKCRorhttp://goo.gl/gKCRor

  • BRAND ROLE

    Cng Cif n tt

    Qung ht gnh lo

    Vui cho sum vy

    NH SCH N TT

    S CHIA SUM VY

    KEY HOOK

    CIF-CARE APP

    Its Uber for

    house cleaning

    which connects

    housewife and

    students recruited

    by CIF

    CIFs promise is Make the world a better place.With this big

    idea, CIF doesnt 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 cng ph n Vit

    gip sinh vin c Tt on vin

    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!