YM Elite 4 Assignment 0 Tôn Hạo - Bảo Minh - Minh Trang - Quang Huy

1. TEAM 4
Ton Hao + Minh Trang + QuangHuy + Bao Minh

2. BRIEF SUMMARY
BACK
GROUND
H&S is regconised as best anti-dandruff shampoo in the
world. But in Vietnam, male is untapped segment and Clear
is leader for this playground.
GOAL
IN 1 YEAR
• +12% marketshare
• Get awareness of 80% target in re-launching campaign
• 1 mil consumers involved in activationevents
• +40% sales
• Own the keyword “First impression”
Make Men realize that H&S is the best shampoo choice.
Repositioning plan in 3 years, to make H&S be the best
anti-dandruff shampoo for male.
CHALLENGE

3. MARKET OVERVIEW
CLEAR
• Young male, active,
confident to shin, football,
run, kick, defense
• T.O.Mon maleshampoo
• 3 key SKUs formale: Deep
cleanse, Cool sport, Hair fall
à KEY COMPETITOR
ROMANO
• Middle-aged male, rich &
successful
• T.O.Mon fragranceshampoo
• Elegant
• Seducing beautiful girls by his
cold but romantic style
X-MEN
• Young male, brave,
action
• Fragranceshampoo
• Defeat bad guys, save
beautiful girls
HEAD & SHOULDER
• Male, couple image
• Regconised as unisex
shampoo
• 2 key SKUs formale:
Refreshment & Hair fall
ANTI DANDRUFF
FRAGRANCE
NOT PRODUCT’S STRENGTHS IN ANTI-DANDRUFF
FRAGRANCE
Answer: Why they need a product
for male when H&S is already
unisex?
à Maybe decrease sales value of
H&S original (already small – 6%)
Answer: What are we
different from Clear?
à Large share – 31%
STRATEGY FOR H&S
1. Convincemales usingH&S
Originalinto H&S Male
2. Compete with Clear
GO WITH THIS

4. CLEAR – KEY COMPETITOR
- Breakthrough Technology: Bio
Nitrum10
- Deep Cleanse
- Nourish from the hair root
- Preventingdandruff shield
HEAD & SHOULDER
- Breakthrough Technology: Zinc
Pyrithione
- Classic Cleanse
- Nourish the scalp
- 72 hours preventingdandruff
from coming back
72 hours does not make sense to our consumer
because 80,5%men washtheir hair everyday
(W&S, 2014)
Moreover, communicate 72 hours is not good
for business (frequence of usage is 1 per day)
72 HOURS PREVENTING
DANDRUFFFROM COMING BACK
HOW CAN WE COMMUNICATE IN
ANOTHER WAY?
72 hours free from dandruff
= 72h scalpprotected from dandruff-causing factors
= Long-lasting & strong protection
COMMUNICATE OUR FUNCTIONAL BENEFIT?
BOLD PROTECTION
Brand language
WORRY-FREE FROM
DANDRUFF
Consumer benefit

5. APPROACHING
TARGET UNDERSTANDING
Men always desire to conquer challenges in life. But
dandruff problems deter them from taking on the
challenge they want.
HOW ABOUT TARGET?
TARGET CONSUMER
• Male, 20-30 yrs old, income BCD
• Living in the 6 key cities
• Current Clearuser
• Active lifestyle anddare to do
H&S Men provides the bold protection from
dandruff to give them a worry-free state of mind.
H&S takes on the dandruff challenge, for men to
take on their challenge in life.
Dandruff leaves menwith much discomfort and loss
of confidence
CATEGORY TRUTH
PRODUCT TRUTH

6. FUNCTIONAL LEVEL
72 hours of bold protection(cleaningand long lasting effect)
against 4 dandruff causing factors with RTB - Zinc Pyrithione
Technology
BRAND IDEA
EMOTIONAL LEVEL
Bold spirit to accept and conquer the challenge
KEY MESSAGE
H&S will take on dandruff challenge for men to take on their
next challenges inthe life
THE MENWE ARE LOOKING FOR
MEN with BOLD SPIRIT

7. LAUNCHING CAMPAIGN
CAMPAIGN IDEA 1 YEAR
#liveboldly
- Sống đậm hơn –
KEY MESSAGE
With H&S, feel free to conquer any challenge life maythrow at
you. Be bold, as you are.

8. CREATIVE IDEA
Key competitor is ClearMen, market leaderin
anti-dandruff shampoos. Unileverhave a huge
budget for advertisement of Clear Men. Although
we are different in proposition, we need a
strategy to win with small budget.
From our research, nearly 80% satisfy H&S
products à trial experience
So how we push our consumer to trial relatedto
our proposition: Bold spirit?
An Interactive ExperientialTrial Campaign
UNLEASH THE BOLD IN YOU

9. UNLEASH THE BOLD IN YOU
The machine that inspires the men to overcome the
challenge and get H&S Trial Product
KEY HOOK
An Interactive Experiential Trial Machine
Tactics: Viral Recap Clip, Social Media, PR
Machine is placedat shopping mall.
Trigger male audience by “Touch to get
free H&S for Men”
Touch to
get free
H&S for
Men”
Machine ask the men to move to floor 3
to get H&S free in 70s
The men have to overcome all
challenges of H&S from floor 1 to
floor 3
The men get H&S
Shampoo free with end
message: With H&S,
feel free to conquer any
challenge life may
throw at you. Be bold,
as youare. #liveboldly

10. EXECUTIVE SUMMARY
Challenge
Make Men realize that H&S is the
best shampoo choice. Propose the
proposition to make H&S be the
best anti-dandruff shampoo for
male.
Target Consumer
• Male, 20-30 yrs old, income BCD
• Living in the 6 key cities
• Current Clearuser
• Active lifestyle anddare to do
Product Offer
H&S Men provides the bold
protection from dandruff to give
them a worry-free state of mind.
H&S takes on the dandruff
challenge, for men to take on their
challenge in life.
Insight
Men always desire to conquer
challenges in life. But dandruff
problems deter them from taking
on the challenge they want
Campaign Idea
• Strategy: An Interactive
Experiential Trial Campaign
• Campaign Idea: #liveboldly
• Key Mess: With H&S, feel free to
conquer any challenge life may
throw at you. Be bold, as you
are.
KeyHook
An Interactive Experiential Trial
Machine: UNLEASH THE BOLD IN
YOU. The machine that inspires the
men to overcome the challenge and
get H&S Trial Product

11. THANK YOU
Ton Hao + Minh Trang + QuangHuy + Bao Minh