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

Don’t 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„

BUT„HOW 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 don’t use SSC

products (Group 2)

• Attitude: care for her children’s

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

Don’t 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 don’t 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 a“CIF Children Kit” to

clean house with their children

A letter “Thư gửi con gái

của mẹ 10 năm nữa” (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

Bức thư gửi con gái 10 năm nữa của hotgirl gây xôn 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

• Người Việt có đang dạy con đúng cách?

• Công nghệ có làm thụ động hóa một thế hệ trẻ Việt

Nam

• Con tôi 10 tuổi chưa biết gấp chăn màn, tôi thấy bình

thường!

Phase 2: Experience

Mẹ ơi, sắp đến

Tết rồi, sao con

thấy trên tường

nhà mình vẫn

còn vài vết dơ

vậy mẹ?

À à„Mẹ để

dành cho con

gái mẹ phụ lau

dọn với mẹ

bằng CIF đó!

Tập làm cho

quen đi 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, B’s mart

Tạo lập

nền tảng

thành

công cho

con từ

việc nhà

OOH

“Tạo lập nền tảng

thành công cho con

từ làm việc nhà”

Seminar

Young Marketers Elite 3

NGUYEN DINH GIANG Assignment Individual

Tet 2016

Thank

you!