Young marketers elite 4 -assignment zero - minh hoàng - bảo như - ái trang - công dũng

1. Team HuVo
Minh Hoàng – Bảo Như – Ái Trang – Công Dũng
ASSIGNMENT ZERO

2. 0%
20%
40%
60%
80%
100%
H&S Clear Ramus Medical
Product
Other
Rate of satisfaction in antidandruff
product
High satisfaction
High quality
Unpopular among
Vietnamese men
><
Research in 100 anti dandruff shampoo men users
Research in 700 Vietnamese men (Age 16-59)
Increase market share by 5%
Increase consumer’s trial experienceOBJECTIVES

3. TARGET AUDIENCE
87% H&S user admit that they trust & continue to use H&S for
a long time after the first time
83% women shop shampoo for their men
71% men continue to buy the same shampoo brand as his
women’s previous choice
Women
Age: 20 - 35
Urban in 6 key cities
Have boy friend/ husband suffering dandruff
TARGET AUDIENCE
 SOLVE H&S BUSINESS PROBLEM BY
APPROACHING WOMEN

4. Research in 100 women
85% women regconized all the daily hard work
(“chuyện phái mạnh phải làm”) are obligations
man has to do. And 77% women don’t say thanks
to their men
INSIGHT:
“Women think there are specific works for
both genders and that’s fair. So of course,
men has to do the daily hard work"
But, 74% men say that they need recognizing.
Of 400 males, 74% said that if they were forced to
choose, they would prefer feeling alone and
unloved rather than feeling disrespected and
unregconized
(p.49) Emerson Eggerichs, best-selling author of ‘Love and Respect’.
-> Make women realized “men need recognized”

5. Women always want to take
care for men scalp
Observation:
65% men do hard work -> tend to sweat more -> produce more sebum on the scalp
=> Women should take care of their men’s scalp
=> H&S is the best tool for women to respect and care for their men
AUDIENCE
TRUTH
#1 dermatologist
recommended dandruff brand
Anti-dandruff shampoo
takes care of your scalp
CAT
DRIVER
BRAND
TRUTH

6. BIG IDEA
“NGÀY ĐÀN ÔNG QUỐC DÂN”
Key message: Make women realized “men need recognized”
FACT:
There are many days taking & caring for women (20/10, 8/3)
but NO FOR MEN
OBSERVATION:
Men also need a day for respect them

7. Phase 1: TRIGGEROpening scene: women step into the studio.
TEXT: “What do you think about all the daily hard work
(“chuyện phái mạnh phải làm”) are obligations man has to do?”
Interview scene Contrast scene
Desired answers among women: “I think they’re obligatory
things that men have to do”
Men are feeling unhappy and tired while
doing daily hard work
TEXT: “On women’s special day like 20/10 or 8/3, what do your
men usually do for you?”
Interview scene Contrast scene
Desired answers among women: “He gave me presents,
hanged out with me or did something special to surprise
me”
Men are busy thinking & preparing gifts for
their women on women’s special occasions.
TEXT: “I think those occasions is the time for my men to prove
his masculine”
Interview scene Contrast scene
Desired answers among men: “All I need is my women to be
happy” & “She is the most wonderful thing that I have & I
have to protect her no matter what”
Men worry and take care of his women in a
silent way but she doesn’t notice.
Call to action: TEXT: “Let’s respect your men”.
TEXT: “So do men need a day for their own?”

8. Phase 2: EXPERIENCE
Event for respect Men:
“NGÀY ĐÀN ÔNG QUỐC DÂN”
“Em gội đầu cho anh”
“Con gội đầu cho bố”
“Tôi gội cho Anh Xã”
 1st Event never ever had in the
World
 1st time in Viet Nam – A DAY FOR
RESPECT MEN
 Join with Head&Shoulder to
respect your Man by “take care” for
their hair
 Receive Title “Đàn ông quốc dân”
for men and receive many gift for
both
Location : 3 Key Cities
CHỨNG NHẬN
“ĐÀN ÔNG
QUỐC DÂN”

9. PR:
-The Viet Nam Guiness record the biggest
event “Women wash hair for men”
-First time ever
SỰ KIỆN :
NHIỀU NỮ GỘI ĐẦU CHO NAM NHẤT
Supporting Tactics
 KOLs participate in the event and sharing
their feeling and their “washing hair for their
men clip”
 Create a “TREND” in social media about
“Bạn muốn kiểu đầu nào khi gội đầu cho
người đàn ông của bạn”
Let’s H&S know by using Facebook reaction – Tag
your men – and receive gift for both
Avartar Changing Apps
(Girl change their avartar
by using their men
avartar)
“Chồng tôi là tuyệt nhất”
“Người yêu tôi tuyệt nhất”
“Bố tôi tuyệt nhất”
“…..”

10. Below the Line
Traditional Trade:
-Buy ONE “Head & Shoulder Normal” get ONE “H&S
MEN” (BOGO)
Objective:
-Change mindset shopper about “MEN Shampoo”
-Increase Trial Use
ModernTrade:
-Buy ONE “Head & Shoulder Normal” get ONE “H&S
MEN” (BOGO)
-PG In-store giving free H&S sample which in
impressive box with “women’s wishes for men”
Objective:
-Change mindset shopper about “MEN Shampoo”
-Increase Trial Use

11. Team HuVo
Minh Hoàng – Bảo Như – Ái Trang – Công Dũng
ASSIGNMENT ZERO
THANK YOU