Young Marketers Elite 4 - Assignment 4.1 - Hiếu Ân + Minh Hoàng + Ái Trang + Minh Trang + Bảo Như + Minh Châu

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

2. C H A L L E N G E
MASAN 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 S
10% market share in 3 years
M A R K E T I N G O B J E C T I V E S
Convert competitors’ consumers

3. → 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

4. CATEGORY
OVERVIEW
UNTAPPED SEGMENT BY BIG BRANDS
Trend: 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

5. 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…

6. TARGET CONSUMER
Urban modern fresh mom / AB
Have kids from 0 - 5 years old
Already liquid detergent users
Family’s health care oriented
CONSUMER TREND
Household 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 TREND
Anti-bacterial formulations are at their highest level of category’s key
drivers in APAC region.
FACT
Babies from 0 - 5 yo are easily catch germs and get sick because their
immune system is still developing.
CONSUMER OBSERVATION
As 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.

7. 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

8. 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

9. 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, expert
7. RTB: an innovative pro-active agents mask remaining in fibre
offering prolonged anti-bacteria protection
8. Discriminator: the first local anti-bacterial liquid detergent
which has no toxic for babies
9. Brand essence: Anti-bacterial expert for Vietnamese baby
fabric

10. Product
Concept
Clothes is the good environment for bacteria spreading
and my baby has to wear them all day long so I need a
liquid detergent which does not only remove the stain but
also anti harmful bacteria for my baby.
Portfolio Original holistic baby anti bacteria
Pack-size Bottle 2.4kg
Price 150,000 VND
Place
50% 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

11. THANK YOU