YOUNG MARKETERS ELITE PROGRAM – SEASON 3

ASSIGNMENT CA NHÂN

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BackgroundCONCLUSION

44% urban housewives is aware of SSC but are

not currently consuming this product. 36% of

which do not find it necessary and opt for

substitute product like DWL, water, dry cloth

instead

CATEGORY PROBLEM

Low Penetration: Only 6% across Vietnam

Low Consumption: 1.5 is the average frequency

consumer buy SSC in a year

Substitute Product: DWL, Water, Cloth

SURVEY RESULT

Carried out among 64 urban housewife

36%

27%

11%

13%

13%

Why those who are aware of SSC but do not

consume it

Cảm thấy những sản phẩm

như vậy là không cần thiết

Sợ ảnh hưởng của hóa chất,

chất tẩy rửa đến sức khỏe

Không tin tưởng vào khả năng

của những sản phẩm đó

Sợ những tác dụng phụ như ăn

mòn hay làm hại bề mặt

Đã thử sử dụng nhưng không

cảm thấy hài lòng

39%

44%

17%

Awareness and Consumption

Biết và đang sử

dụng

Biết và không đang

sử dụng

Không biết

TET OCCASION

65% SSC buyers are first-time buyers

Higher demand in Tet through the year

Target ConsumerUrban housewives 25-35 years old

Income: AB

Medium to high living standard

Having a strong need for self-

expression

Looking for result that justifies the

effort she puts in keeping her

home looking the best

Cif can get your home not just clean

but beautifully clean, which justifies the

effort you put in cleaning your home

CATEGORY TRUTH

Easily clean stubborn stains on small

surface like grease, rust, burnt on

food, mold, yellow, bacteria

BRAND TRUTH

CULTURAL TRUTH

Cleaning the house in Tet is a cultural habit of

Vietnamese. People see this activity as a ritual to:

- Rearrange things of old year

- Lift up spirit to get ready for new year

- Welcome wealth and luck to the house

- Connect family members

Many hold a belief that the more guests visit their house during Tet, the wealthier and luckier they may become in the new year

Consumer UnderstandingObservation

When asked about what they feel after cleaning the house. The

top-of-mind answer is “tired”, followed by several other emotions

like excited, happy or fulfilled, etc.

Why?

Because I have to set higher standards than usual and try harder

to clean stubborn stains only on this occasion

Why?

I want it to look the best, not just clean as usual when people

visit my home

Why is it important?

A clean house reveals much about the manner and personality

of a woman or a housewife and I want the guests to see it

especially in Tet

INSIGHT:

As a Vietnamese housewife, I

want my house to look the best,

not just clean during Tet as it

reveals much about my manner

and personality when people visit.

However, this means I have to put

a lot of endeavor in dealing with

stubborn stains, which is not

always likely to be removed. I

need a cleaning substance which

justifies my efforts to get my house

beautifully clean so that people

will see me as a good housewife

Category

truth

Brand

truth

Consumer

truth

Culture

truth

Big IdeaLET THE HOUSE REVEAL

ApproachCif will persuade people to change thehabit of using water or other substituteproduct for cleaning stubborn stains byask them to exchange the currentproduct with Cif then help them to cleantheir house

BUSINESS MODEL

Key PartnersOnline newspapersOnline forum (Webtretho)Social seeding

Customer SegmentUrban housewives 25-35 Medium to high living standardHaving a strong need for self-expression Looking for result that justifies the effort she puts in keeping her home looking the best

Value PropositionFunctional: Get your house beautifully cleanEmotional: Let the house reveal about your manner as a housewife

Key ActivitiesActivation: Exchange 1 bottle of water for the shine for your house

Key ResourcesCif multipurpose productsCif cleaner cruise

ChannelPOSM at stores and supermarketsResidential apartment

RelationshipsSupporter and Counsellor for cleaning housesSales

Cost Structure Revenue StreamSales after the campaign

Phase 1 TriggerKey hook: TVC

Objective: Evoke the desire of getting the house

beautifully clean

Content: The TVC illustrates a typical modern family during

Tet when the grandparents pay them a visit. During the

visit, the housewife try to hide several stubborn stain which

she once tried to clean with water but could not, from her

mother in law who is strict one. At the moment the mother

in law enters the kitchen which is not very clean, she

suddenly scream and the time pauses. That is when Cif

cruise appears and tells her that she could have cleaned

such stains easily with Cif

The Cif cruise help her clean the kitchen rust and burnt

quickly before the time starts again. After the kitchen is

beautifully clean, the housewife confidently welcome the

mother to the kitchen and show her gift of cooking

Phase 2 ExeperienceKey hook: Online Activation

Objectives: Help the young people to realize the wishes of their grandparents to make them feel younger

Description: Cif will form a CIF CLEANING CRUISE who will appears at the big apartments and residential areas in 6

big cities with the mission of make 1,000,000 houses beautifully clean. They will ask the housewives to exchange

what the often use to clean stubborn stains (water, DWL, cloth) for a kit of cleaning tools including Cif and help

them clean their house

Phase 3 AmplifyKey hook: Viral clip

Objective: Spread the meaningful messages of the campaign further to the public

Content: The clip is the record of how Cif cleaning cruise help housewives clean their house and how they feel about the house

Trade MarketingDesign package with Tet theme

Add Print-ad and the provide PG at supermarket

Sell Product along with the activation in Phase 2

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