YOUNG MARKETERS ELITE 4Hieu An – Minh Chau – Minh Trang – Ai Trang – Minh Hoang – Bao Nhu

C H A L L E N G EMASAN wants to enter the liquid laundry detergent market (Head to head with Omomatic and Ariel)

B U S I N E S S O B J E C T I V E S10% market share in 3 years

M A R K E T I N G O B J E C T I V E SConvert competitors’ consumers

→ BIG FISH COMPETING IN A SMALL PUDDLE…WHY NOT BE THE BIGGEST FISH IN A DIFFERENT PUDDLE?

CATEGORY OVERVIEW

OMO - Sức mạnh 3X xoáy bay vết bẩn

Products are customized for specific laundry methods (hand wash, Front-Loading Washer, Top-Loading Washer)

Inherit reputation from the mother brand OMO powder (Big chain of retailers (170 in Vietnam),

Recommended by 11 leading machine manufacturers (Panasonic, Toshiba, LG, Electrolux, Maytag, Sanyo, Toshiba, Bosch, ...)

Ariel – Sức mạnh một bước giặt

Innovation in category. New format and good product performance (PnG product)

Using KOLs having big impact on TC (My Linh, Jennifer Pham, Minh Hang, …). Guiness Record.

Big promotion on trade.

PLAYERS

CATEGORY OVERVIEW

UNTAPPED SEGMENT BY BIG BRANDSTrend: Vietnamese moms are buying international liquid detergents for their babies.

Downsides:- Weak distribution; low availability- Relatively high pricing- So-called “softeners” are actually toxic

chemicals→ THE PERFECT PUDDLE FOR US TO INVEST IN?

JAPAN THAILAND

CATEGORY UNDERSTANDING

Key driver BETTER CLEANING POWER by adding bleacher which actually toughens fabrics.

Key driver SOFTNESS OF CLOTHES for baby clothes by adding softening

chemicals which are toxic.

LIQUID DETERGENT CAT DRIVERS BABY LIQUID DETERGENT IN VIETNAM

KNOWING WHAT NOT TO DO: We don’t choose head-to-head way by owning powerful stain remover OR softness.

Let’s study a mom’s needs & wants first…

TARGET CONSUMERUrban modern fresh mom / ABHave kids from 0 - 5 years old Already liquid detergent usersFamily’s health care oriented

CONSUMER TRENDHousehold Care Giver: Extreme Hygiene Trend - Rising concerns over allergies and superbugs mean that people are seeking total hygiene, not just 99.9% - often resulting in weakened immune systems.

CATEGORY TRENDAnti-bacterial formulations are at their highest level of category’s key drivers in APAC region.

FACTBabies from 0 - 5 yo are easily catch germs and get sick because their immune system is still developing.

CONSUMER OBSERVATIONAs a fresh mom, I always look for the best way to treat my baby’s clothes. I don’t use detergents that claim POWERFUL STAIN REMOVER because it roughens my baby clothes. Neither do I use other softening products because softeners actually contain toxic chemicals.

WHAT I DO?I use hot water to rinse my baby’s clothes with the belief that hot water can kill bacteria.

I don’t realize that only some bacteria can be killed by hot water.

I use a multi-purpose cloth to wipe my kid’s saliva & falling foods, etc.

I don’t realize that those pieces of fabrics contain a lot of germs.

MARKET GAP

INSIGHT FOR BRAND IDEA

Liquid detergent for baby clothes that can give both softness & non-toxic disinfectant.

As a fresh mom, I look for reliable & scientific source of information to help me keep my baby healthy & specifically alert me of my wrong-doings.

WE ARE ANTI-BACTERIAL EXPERT

POSITIONING STATEMENT

TO: Urban modern fresh moms who want the best protection for her treasured baby WE ARE: a liquid detergent specialized for newborn babies THAT: disinfect bacteria in baby's clothes to protect their health RTBs: by creating a long-lasting & pro-active nano mask for baby's clothes with no toxic which continue to fight bacteria after washing

BRAND KEY 1. Root strength: disinfectant for fabric in non-toxic way & corporate financial capability

2. Competitive environment: competing with trusted imported international liquid detergent brands for babies

3. Target: Urban modern fresh mom, AB, have kids from 0 - 5 years old, already liquid detergent users, family’s health care oriented

4. Insight: As a fresh mom, I look for reliable & scientific source of information to help me keep my baby healthy & specifically alert me of my wrong-doings.

5. Benefit: deep & complete long-lasting protection for newborn babies

6. Values - Belief - Personalities: caring, innovative, expert7. RTB: an innovative pro-active agents mask remaining in fibre

offering prolonged anti-bacteria protection8. Discriminator: the first local anti-bacterial liquid detergent

which has no toxic for babies9. Brand essence: Anti-bacterial expert for Vietnamese baby

fabric

Product Concept

Clothes is the good environment for bacteria spreadingand my baby has to wear them all day long so I need aliquid detergent which does not only remove the stain butalso anti harmful bacteria for my baby.

Portfolio Original holistic baby anti bacteria

Pack-size Bottle 2.4kg

Price 150,000 VND

Place50% Mom & Pop ( Concung.com, Kid Plaza, Bibo Mart,Shop Tre Tho,…) & 50% E-commerce

Promotion Sampling for increasing trial, Give in-needed baby promotion items (baby’s towel, pacifier, baby’s gloves)

6Ps

THANK YOU