6. 1. BACKGROUND
About brand…
Strengths: Good quality, high brand awareness, No direct competitors
Weakness: Packing has not been changed for a long time
KNOW but not BUY
7. 2. PROBLEM AND BIG QUESTION
Problem are…
Company want to GROW SALE OF IZZI PERFUME by:
• Change product because unchanged package of IZZI make
consumer bored
• Communication: Bring the recent trend to IZZI communication
8. 2. PROBLEM AND BIG QUESTION
BIG QUESTION is…
Past: IZZI with the platform “Get IZZI get love” built a strong brand awareness,
and teenager was very interested in IZZI and IZZI became “TOP of MIND” in
perfume field. However, this could not insurance for converting to SALE.
(Source: Case study).
So the bigger problem in this case is CHANGING PRODUCT.
9. 3. BIG DIRECTION
BIG QUESTION is…
So the bigger problem in this case is CHANGING PRODUCT.
The 1st position in the market field just help us communicate easily when WE
HAVE A BREAK THROUGH PRODUCT.
BIG DIRECTION is…
We will have a break through product WITH A INTERESTING TREND.
10. 3. BIG DIRECTION
But what trend… THE KOREAN TREND. (Hallyu)
Why we pick this trend..
• Korean style is the most popular trend in the ASEAN because it‘s
dynamic, young, creative apting to young generation
• This change from time to time toward audience
• Supported strongly by Korea government like a national policy. So, it
surely will develop in the future
It’s the most popular trend. It will develop in the future
BECAUSE
11. 3. BIG DIRECTION
So what exactly is Hallyu …
Media communication: Film, Music branch, Cloths
Past : around romantic
cute, nice, vulnerable, shy,
Now: around IDOL
Dynamic, cool, creative, crazy
RECENT IZZI FUTURE IZZI
NEXT ???
12. 4. TARGET CUSTMER
• Girl, urban, 13 -18, teen age
• Begin to be attracted by other gender
• Think: “ I am the centre of universe”
• Pay attention to appearance
• Build their own Korean idol
• Build unique personality in this period
Who love this trend…
CHIC GIRL
15. 5. INSIGHT
In the school, she feels invisible in the environment in
which everyone is the same . It makes her have nothing
special in other gender’s eyes. She needs something
that highlight her UNIQUE and attract other gender.
She tends to pick the trendy product which bold her
personality and perfume is one of most key important
things bold a personal style.
What she think…
What she does…
16. 6. BIG IDEA
CHIC
YOUR UNIQUE PICK YOUR CHIC STYLE
SEDUCTIVE DISCOVER CONFIDENT INNOCENCE HAUGHTY
Vanilla flower Citrus Musk Green apple Peony
Chic feminie Chic unisex Chic tomboy Chic minimal Chic preppy
PORFOLIO OF CHIC
Aroma
STYLE
18. 6. BIG IDEA
CHIC Price suggest…
Around: 120.000 VND. Why it will work?
• Average budget of teenager in urban around: 939,683
vnđ/months. 18% for shopping: nearly 169,000 vnđ (FTA)
• The average price of Eau de Toilette: 150 vnđ, 100ml
19. 6. BIG IDEA
CHIC
Place suggest…
Bonus: convenient store and canteen, fashion chain
convenient store canteen fashion chain
20. 7. COMMUNICATION IDEA AND EXECUTION
Communication idea: IZZI CHIC – LET’S PICK YOUR UNIQUE
Choose UU MIX UU Pick UC
OBJECTIVE
MESSAGE
TACTICS
HOOK
Attract audience Engage audience Amplify
Every one is the same
with a Korean idol
How to mix your style
and your idol style
Your unique is unique
App Stylist Concert
Youtube, Zing,
nhac cua tuiPaper magazine, fast
food chain
Digital magazine, Zing,
nhac cua tui, theater
21. 7. COMMUNICATION IDEA AND EXECUTION
Who is endorsement for all campaign…
Famous singer, an idol of teenager
• Appearance: cute, dynamic, active, kind, just
teen style
• Different with a high voice in the teen music
field.
• Her videos, mp3 always have high reach. The
newest song: buông tay: 7.613.270 views, 21,584
like and 1,0568 dislike
• MC with so funny style in “2!dol”in Yeah1 TV (an
interactive show between idol and teen).
• CHIC TYPICAL GIRL in Viet Nam
• No scandal
