THANH AN – PHONG LÊ – VĂN HIỂN – THANH VY

CHALLENGEWhat

Vietnam market’s consumption has had underexpected revenueObjective: Achiecing 20% profitable business growth

WhyVietnamese men’s shaving ratio is low 1.9 times/week, compared to 4.5 time/week of western men -> low consumption of shaving tool kits

How to solve?Increase shaving ratio per week of men

increase frequency

Add function of shaving for women - if we communicate publicly, it will affect the brand of men of Gillete

Expand market to men who is growing their beard

Just 7% VN men love beard -> small market -> do not choose

1

3

4

2 Increase value for each purchase - encourage buying system instead of disposable

increase frequency from 1.9 -> 3, Total profit increase ~ 57%

20% user super thin II -> vector: total profit increase 2%, Super thin II -> mach 3, total profit increase 9%

CONSUMER UNDERSTANDINGha

ved

freq

uenc

y

Self - conscious

SEGMENTATION

BSegment size: 7% Segment size: 18% Segment size: 15% Segment size: 60%

Segment Demographic Profiling:- Carrier: Artist, Actor or have artistic soul.- Income: AB+- Live in urban- Current perception about their beard: Purposeful raise their own impressive beard style to get the manly and attractive appearance.- Current usage: Take care their beard carefully. Use special type of razor to shave and design their beard.

Segment Demographic Profiling:- Carrier: Local bank employee, business manager…Carrier driven- Income: AB+- Live in urban- Current perception about their beard: Do not raise bread. Confident about their appearance- Current usage: Usually shave their beard to have the good – looking and attractive face. Use special type of razor to shave and design their beard.

Segment Demographic Profiling:- Carrier: employee, business men, university student, officer, owner at home- Income: BC+- Live in urban- Current perception about their beard: Are not so confident about but do care about their facial appearance. Do not aware exactly how bad their bear are. Current usage:. Shave 2 time/ week. Just shave when they find it so bad in the mirror or other give feedback about their beard.

Segment Demographic Profiling:- Carrier: Farmer, fisherman- Income: BCD- Live in rural- Current perception about their beard: Do not care so much about appearance.- Current usage: Sometime shave beard

>> WE CHOOSE OFTEN CLEAN-SHAVEN FOR THE TARGET CONSUMER AND THE CONFIDENT TO BE THE SECONDARY CONSUMER.

C DAB

CD

A

Never clean-shaven Always clean-shaven Often clean-shaven Rarely clean-shaven

STRATEGYFind the need/want/desire of customers and resolve

OutcomeIncrease frequency

CONSUMER UNDERSTANDING

FACTHe has a occasional shaving habit. But, incident shaving

happens when an event comes

WHY

WHY IT IS IMPORTANT

WHY IT IS IMPORTANT

He wants to make sure 100% about the facial hair matter

He is afraid of being misjudged by the others. Because men with facial hair matter are easily misjudged of being untidy/unkind or not gentle men -> can

lead to failure of accessing the opportunity

They appreciate every opportunity. That’s why they dont want facial matter can prevent them from accessing the opportunity.

CONSUMER UNDERSTANDING

“I appreciate the opportunity, I want to seize opportunity anytime it comes. I dont want being not confident in my appreance prevents me from readily taking this opportunity.”

CUSTOMER INSIGHT

Show them opportunity comes to them anytime. So be ready all time.

STRATEGY

Guadiant for accessing the opportunity

BRAND ROLE

Ready for opportunity

TAGLINE“Be always ready!”

BIG IDEA

EXECUTION PLAN Phase 1: Don't let a little beard make you hesitate to embrace the

opportunityKey hook : TVC

Seri film about a person when, they confidently embrace the opportunity after shaving#1 Opportunity to be model/actor

During a casting, director looking for 1 person to the role of the action. The Assistant had brought to a person but looked not clean with beard hirsuteJohnny Tri Nguyen-an amateur actor, going through saw one robber but is actually in the script.he immediately arrest robber and acts as a professional actorJohnny Trí nguyễn- with the appearance of attraction, beard shaved clean- was paying attention. and the director gave him the opportunity to become main actors#2 Office opportunity

In a presentation of the ceo and partner. However near-presentations, CEO phoned suddenly Hứa Vĩ Văn had the unexpected can not come and ask him to brief the partners.Hứa Vĩ Văn cheerful received the opportunity because he knows that he is always ready#3Dating opportunity

After shave JVevermindconfidently flirted with the girl, after one time he was considered old, not clean when to whiskers

Channels: Youtube, TV, Facebook

EXECUTION PLAN Phase 2: “Be always ready!”Key hook : App on IOS, Android, Window phone

(1) App “Tôi luôn sẵn sàng” - change Facebook

profile picture

(2) Auto- reminding “are you ready for today?” on

mobile screen every morning

Channels : Website, facebook

EXECUTION PLAN Phase 3: AMPLIFY - “Be always ready! A NEW READY MEN

GENERATION” Key hook : EventSupporting tactics : Pr, Seeding

Event: “Be always ready ! A NEW READY MEN GENERATION”• Bring current Gillete as an entrance ticket -> recieve a new one - same type.

At the festival participants, each person carrying razors current was changed razors new. At booth razor

change. There are inscriptions: “it’s time to change a new Gillette to seize the opportunity”

• Gaming: Join the challenge "Cạo râu cùng người mẫu"

Here, the male will be a model of Gillette shave, provided that the model will be blindfolded

"Clean shaven" is considered the ticket to attend the Event Party then

• Evening Party with KOL, Businessmen, Models.

TRADE MARKETING

THANK YOU