This document proposes a new liquid detergent brand called X-Liquid targeted at Vietnamese women aged 24-45. It identifies a need for a gentle pre-wash solution for undergarments. The brand positioning is as a soulmate that understands and cares for women's "unmentionables". The product concept is a liquid detergent with natural extracts to remove dirt and prevent itchiness. Marketing strategies include partnerships with dermatologists and social media influencers to establish the brand's hygiene and care benefits. The roadmap is to launch in 2017 and build emotional connections with customers through 2020.

1. x-liquid
Bao Minh – Cong Dung – Quynh Phuong – Hoang Yen – Quang Huy - Lan Chi

2. Brand Ideation
• Level 1: Functional
agenda
Product Insight
Product Concept
Brand Idea
Market Overview
Brand Essence
Marketing Mix

3. Attribute: Stain Removal
Emotional: Dirt is good
Mostly
using
machine
Powder
still
dominants
Attribute: Whitening
Emotional: Add more fun
to family life
Attribute: “Sạch tinh
tươm từ năng lượng
nhiệt Aba”
Functional
driven
Attribute: Stain Removal
Emotional: Encourage
Vietnamese Women to
confidently move forward
Attribute: Bright
Whitening (Trắng sáng)
Purpose: New white
uniform for Poor students
is so competitve with some key drivers being established already:
Stain Removal, Whitening, Aroma.
Attribute: Aroma & Stain
Removal
Emotional: Gently
Scented Life
is the growing market with the growth of using washing machine. They gain some benefits:
- easily dissolved in water
- good for washing machine
- Better for cotten cloths then powder
Category
Liquid Detergent
Powder Detergent

4. observation
How do people wash their panties?
as we observe...
Washing process
7 out of 10 people will have the same washing process..
powder laundry detergent
Cons: not dissolve well and
stuck in underwear => easily
harmful to vulnerable body
part of girls/women
Other
detergent
ingredients...
shampoo/ shower gel
Cons: not designed for
washing under and not strong
enough to kill bacteria
Fill a bucket
with water
Prewash by
water/ hot water
Wash with
detergent
Wash again with other
clothes by washing
machine (if any)
Fill a bucket
with water
Each washing way is not hygiene enough for our underwear
But we still prewash underwear in own way...
We always need a PREWASH SOLUTION for our panties à BIG UNMET NEED

5. 24 – 45 ,AB C
Live in urban
Demanding and always seek for better solutions for family.
Care for health and gynecological problems.
Combine machine wash & hand w.ash
Behavior: Pre – wash panties
D
E, F
C
B
A
SA
Women 24 -45 : 16,4% = 15, 58 triệu (population : 95 milion )
= > Estimate Women 24 -45 ABC : 15,58 *0,65 = 10,127 triệu
target
consumer
Profiling
Market Size

6. Strategy Fact
Consequence
• 90% Vietnamese women are infected common
gynecological disease. (Ministry of Public Health )
• Among them, the number of women have high
income and knowledge is accounting for 70%
• 75% of women of reproductive life at least once
suffered from vaginitis and 40-50% of these women
were infected by two or more times. (the World
Health Organization )
Losing confidence Negatively affect married life
Declining health Risk of infertility
à Women, especially married women easily to get gynecological diseases.
That why women are often interested in products related to the sensitive area, especially panties.

7. Brand Positioning
• PRODUCT TRUTH: Inherited the heritage of Vietnamese shoe brand &
enduring quality from Biti’s. Light & active product design.
• COMPETITION: competing in sports footwear, especially sport-inspired
sub-category; competing mainly with unbranded sports footwear & other
mainstream brands, benchmarking with international brands as Nike,
Adidas
• CONSUMERS: Vietnamese people, aged 15-35, core range 18-24,
nationwide but urban & sub- urban focus, income BC
• INSIGHT: As a young Vietnamese, I love to live full of new experiences,
travelling to new places, meeting new friends, doing new things to fulfill
my life, and I need a footwear that shows up my coolness, my active
lifestyles and I can use it comfortably & confidently on different
experiencing journeys.
product
insight
As women, I desire a prewash solution for my panty. It
should be designed to serve for my desire there but can
wash throughouly
product concept
The formulation consists of jasmine (natural
antiseptic), ion-based & tea tree extracts (dirt
wash + prevent itchiness)
PREWASH DETERGENT – HYGIENE & GENTLE

8. Liquid detergent is easily soluble in water, which helps wash
away bacteriums remaining in each interstitial fabric.
Women always have their own unmentionables. When
those unmentionables are kept, they feel more secure.
I need a soulmate who understands and cares for
my unmentionables in my daily life.
CARING FOR UNMENTIONABLE
brand idea
Brand Truth
Category Truth
Consumer Truth
Caring for unmentionables
BRAND IDEA
INSIGHT

9. TO WHOM WHAT NEED DIFFERENTIATED BY RTBs
Vietnamese married
women, aged 24-45,
income ABC.
Care for health especially
gynecological problems.
Function: A hygiene and
gentle prewash
detergent.
Emotion: A soulmate
caring for women’s
unmentionables.
Vietnamese first high-
quality brand with the
product designed & best
match for unmentionable
needs of Vietnamese
women in their daily life
with an empowering spirit.
The formulation consists of
jasmine (natural
antiseptic), ion-based &
tea tree extracts (dirt wash
+ prevent itchiness)
positioning statement

10. Tailored for
caring
Vietnamese
Women's
unmentionables
Emotional Benefit: be
a soulmate of
understanding and
caring for
unmentionables
Values, beliefs and
pesonalities: reliable,
gentle, caring,
friendly,
understanding, light
Differentation:
Vietnamese first high-
quality brand with the
product designed &
best match for
unmentionable needs
of Vietnamese
women in their daily
life with an
empowering spirit.
Functional Benefit:
hygiene and gentle,
natural autiseptic, dirt
wash, prevent
itchiness
brand
essence

11. • 70% MT
• 30% GT
6Ps
Packaging
Product
Price
Place
• Format: Pump bottle with appropriate amount of liquid detergent for each pump
• Pack size:
112 ml ( 1 using month/person )
250 ml
• Liquid detergent which specially designed for washing painting with the highest hygiene
formulation of combination from jasmine, ion-based and tea tree extract
• Small size: 16.800 VND
• Big size: 34.000 VND

12. • Communication:
• Connect with Dermatology Hospital to
prove our product function
• TV show: Interview with Dermatologist
• PR: Advice articles from Dermatologist
on family/women magazines,
newspapers
• Social media: KOLs sharing
• Trade:
• Sampling : increase trial usage
• Shopper advisor
• Main shelf : increase awareness of
product
6Ps
Promotion
Proposition
• Hygenie and gentle prewash liquid detergent

13. Brand Development Roadmap
• 2017: Launching X-Liquid and educate the target consumer
on the importance of using our prewash detergent
• 2018: continue on building X-liquid as the best prewash
detergent for Vietnamese women. Emotional: build X-liquid
as a soulmate of unmentionable stories of them
• 2019: Recruite male users and new innovation for male
unmentionables.
• 2020: Leverage and own the platform “unmentionables”
brand
communication
roadmap

14. thank you
Bao Minh – Cong Dung – Quynh Phuong –
Hoang Yen – Quang Huy - Lan Chi