Young Marketers Elite 4 - Assignment Chợ tốt - Yến Anh + Thái Hoàng + Lan Chi + Bảo Minh + MInh Hoàng

1. E L I T E D E V E L O P M E N T P R O G R A M 4
V I E T N A M Y O U N G L I O N S 2 0 1 7 A S S I G M E N T
C Y B E R L E A G U E
Thái Hoàng - Yến Anh - Lan Chi - Minh Hoàng - BảoMinh

2. D E B R I E F
OBJECTIVES
• Uplift 50,000 sellers/ 3
months
• Building brand
- Brandpositioning: Most well-
known and reliable c2c online-
trading marketplace
- Brandpersonalities: Youthful,
cheerful, helpful and meaningful
TO-BE-TAKEN ACTION
• Tackle the group of people who
do not sell their redundant items
• Address their issue: Selling as
an action doesn’t come to their
minds
• Target audience (business
target also)
- 25 - 30 y/o; urban and key big
cities;
- Digital-native; trend-adopter and
mass market-influencer;
THE
CHALLENGE
- Chợ Tốt is on the growth phase but currently shaking due to the lack of supply though there’s
a huge demand (2nd-handitems offer people an alternative to satisfy a specific need with a
lower price compared to the brand new ones)
- This is the first time – first campaign to promote the supply side (previous campaignssince
launching just target in the demand side (buyers) not in the supply side yet so the perception
that Chợ Tốt is an online platform to sell 2nd-hand items usually comes as an association, an
obvious consequential thought)

3. 1 2 3 4K EEP G I V E AWAY S EL L T HR O W
To rescue the items
from abandonment and
depreciation. Don’t
throw away/ get rid of
the items due to the
feeling of regret
To appreciate the value
and benefits brought by
those items and want to
transfer them to others
to continue using
To take back part of
money they consumed,
in another saying is to
convert the remaining
value of those items into
money
Broken or disliked
items (whether they
are usable or not)
mainly
SEGMENTATION
OF THE ITEMS
- Awaiting (used/unused): Items that are rarely in
use/ not use yet but be set asides for special
need/occasions
- Memories: Items that are so attached to people
that mark a chapter of their lives and become
their keepsake, remarkable and indispensable
- Redundant (usable but no more using): Usually
be kept at home or give away, rarely be sold
Usable but no more using => SEGMENTATION OF PEOPLE’S ACTIONS
P R O B L E M

4. Why an act of selling only comes at the 3rd?
WHY PEOPLE DON’T SELL THEIR REDUNDANT ITEMS?
• Vietnam is a developing countries, the average of
residents have low and middleincomeso they tend to take
full advantage of each items they bought (especially
elderly and old-fashion people) =>Few chances for the
items to be re-sold
• The income gap (the rich and the poor gap) between
people is not so big which leads to the lack of supply side
VIETNAM
MARKET
Vietnamese don’t have
the habit of selling their
belongings (redundant
items)
TARGET AUDIENCE
DO NOT have the habit of sellingsomething
• Selling sth = An act of earning money: They earn their
money by doing other jobs, using the money to buy
things so they are more familiar/interested in buying
than selling things
• Selling sth = Selling sth new not a 2nd-hand items: Most
of the items they bought are for the purpose of
consumption (perceived as a sunk cost) not for the
purpose of trading/ commercializing (not a cash –
generating source);
• Selling sth = Selling 2nd-hand items: If there’s a need of
re-selling 2nd-hand items, they would rather sell high
value items (ex: house, vehicles) which are only
accounted for a small percept of their belongings due
to their limit of earning and accumulating. Small value
items (the majority of their belongings) is not worth re-
selling (low margin)
DO NOT think that theycan sell
those items to any other one
(They don’t believe in the
success of 2nd-hand items trade )
When it comes to the role of
a seller, people just INSIST
ON playingTHE ROLE OF A
BUYER
P R O B L E M

5. Why an act of selling only comes at the 3rd?
WHY PEOPLE DON’T SELL THEIR 2ND-HAND ITEMS?
• Vietnam is a developing countries, the average of
residents have low and middleincomeso they tend to take
full advantage of each items they bought (especially
elderly and old-fashion people) =>Few chances for the
items to be re-sold
• The income gap (the rich and the poor gap) between
people is not so big which leads to the lack of supply side
VIETNAM
MARKET
Vietnamese don’t have
the habit of selling their
belongings (redundant
items)
DO NOT have the
habit of selling
something
TARGET AUDIENCE
Do not think that they can sell their items
Segmentation in the group of people who don’t sell:
• Mr/Ms. Selfish: “I don’t want to loss the feeling of
owning something” => Keeping things means owning
the value of that things. They don’t want to sell nor
give them away as they hateand fear the feeling of
losing belongings/possessions/ownership
• Mr/Ms. Haughty: “It’snot worth selling my
belongings” => They think the others will pay for theirs
at a lower price than that in their expectation which
depreciate the items and make an act of selling
become meaningless (no more than getting rid of
them)
• Mr/Ms. Shy: “I think my belongings is not worth the
others’ buying” => They depreciate and have low
respect for their items that they think the other’s are
their like-mind people, though in fact they are not.
When it comes to the role of
a seller, people just INSIST
ON playingTHE ROLE OF A
BUYER
P R O B L E M

6. Why an act of selling only comes at the 3rd?
WHY PEOPLE DON’T SELL THEIR 2ND-HAND ITEMS?
• Vietnam is a developing countries, the average of
residents have low and middleincomeso they tend to take
full advantage of each items they bought (especially
elderly and old-fashion people) =>Few chances for the
items to be re-sold
• The income gap (the rich and the poor gap) between
people is not so big which leads to the lack of supply side
VIETNAM
MARKET
Vietnamese don’t have
the habit of selling their
belongings (redundant
items)
DO NOT have the
habit of selling
something
DO NOT think that theycan sell
those items to any other one
(They don’t believe in the
success of 2nd-hand items trade)
When it comes to the role of a seller, people just
INSIST ON playingTHE ROLE OF A BUYER
Inconvenient truth (comes as a result of the
business category’s nature): A c2c trading model
always face the of dual-role effect which means
people have the mindset of both sellerand buyer
and the buyer mindset buyer tends to dominate and
infringe the seller mindset.
• What they think? => I’m obsessed of what make
others not to buy my items instead of what make
them buy
• Why they think? => They are using a buyer’ mind,
thinking the way of a buyer (include their judge),
• What they do? => They rather keep those items
at home or give them away (if there’s a request)
instead of call for others’ purchase
• Why they do? => They perceive their to-be-sold
items are not worth the other’s buying
TARGET AUDIENCE
P R O B L E M

7. I don’t want to sell my belongings (usable but
no longer in use/ redundant items) because I
think they are not valuable enough for anyone
to buy them
S E L L E R ’ S I N S I G H T
C r e a t i v e i n s i g h t
That people think the item is not sellable
doesn’t mean that the item is not worthy of
the others’ buying

8. B I G I D E A
You can sell
every thing!
(Bán tất, quá chất!)
• Twist, guide and show them a new
angle of thinking to:
- Change their mindset about an act of
selling from a failure mission to an
successful mission
- Change their perception about their
redundant items from low value,
hopeless to desirable items
• Build up and reinforce the belief in the
2nd-hand items trading success,
making them believe that “They can
sell everything” even their items
STRATEGIC
APPROACH

9. E x e c u t i o n
r o a d m a p
P h a s e 1 Series stories
VIRAL CLIP
Bán tất, quá chất!
STORY 1
BÁN THÂN!
1 anh đứng cầm bảng ghi chữ “Rao bán! Cần người
nuôi, hứa sẽ ngoan.”
1 chị lại gần hỏi “Hàng second-hand?”
Anh: *gật*
Mặt chị có vẻ suy nghĩ, mặt anh lo lắng
Chị: Không sao! Còn dùng được! Mua!
2 người vui vẻ nắm tay nhau đi, anh cười vô cùng hạnh
phúc
Kết thúc đoạn 1 logo Chợ tốt + tagline Bán tất, quá
chất! Hiện lên cùng voice over (Bạn có thể bán mọi thứ
tại Chợ tốt)

10. E x e c u t i o n
r o a d m a p
P h a s e 1 Series stories
VIRAL CLIP
Bán tất, quá chất!
STORY 2
BÁN XE!
1 anh lái chiếc xe hơi đang cười tính tứ với
người yêu chạy ngang qua ven đường bỗng
phanh gấp lại, xuống xe hỏi mua 1 thứ.
Anh xe hơi: Hàng second-hand? *nhướn mày*
Anh bán hàng: *mặt căng thẳng*Đúng ạ.
Anh xe hơi nhìn ý tứ sang chị người yêu đứng
cạnh, chị bẽn lẽn cười.
Anh xe hơi: Không sao! Còn dùng được! Mua!
(Chuyển sang cảnh sau thấy anh xe hơi chở
chị người yêu trên chiếc xe đạp cọc cach
cười hạnh phúc “Lâu rồi mình không tận
hưởng tư vị cuộc sống như này em nhỉ" . Đi
một lúc thì té sấp mặt)
Kết thúc đoạn 2, logo Chợ tốt + tagline
Bán tất, quá chất! hiện lên cùng voice
over (Bạn có thể bán mọi thứ tại Chợ tốt)
STORY 3
BÁN TẤT!
1 người đàn ông có khuôn mặt khả nghi, lấm la
lấm lét đứng ôm 1 bịch giấy.
1 người chạy lại mặt cũng căng thẳng không kém.
2 người mặt căng thẳng nhìn nhau.
ĐO2: Hàng...second-hand?
ĐO1: Đúng. Ông thực sự muốn mua? *căng thẳng*
*2 người nhìn nhau căng thẳng*
ĐO2: Không sao! Còn dùng được! Mua!
Sau đó ĐO2 lấy cái bịch từ người đàn ông kia, rút
ra 1 đôi tất cũ, vui vẻ mang lên chân mình
Kết thúc đoạn 3, logo Chợ
tốt + tagline Bán tất, quá
chất! hiện lên cùng voice
over (Bạn có thể bán mọi
thứ tại Chợ tốt)
MECHANISM: air on fanpage & youtube channel of
Chợ tốt, then seed by page Robbey and Phở
Follow up by PR post on comics page like Thăng Fly,
Thỏ bảy màu, Bà già kêu ca. Quote lines (Không
sao! Còn dùng được! Mua!; Bán tất) in a funny way
to make it viral

11. Step 1: Scan you items you want to
sell
Step 2: Chotot show number
of people want to buy the
item (Base on Big Data and
Cho Tot’s Data)
Có 100 người
muốn mua sản
phẩm này
Step 3: Chotot give you advice
about estimate price
CHO TOT Super Soi
Button
E x e c u t i o n
r o a d m a p
P h a s e 2

12. E X E C U T I V E
S U M M A R Y
• Objectives: Change people perception of their items and recruit
50,000 sellers/ 3 months
• Target audience
- 25 - 30 y/o; urban and key big cities;
- Digital-native; trend-adopter and mass market-influencer
• Insight: I don’t want to sell my belongings because I think there is
no one to buy them
• Idea: You can sell every thing! (Bán tất, quá chất!)
• Key hook: Viral clip + New feature on mobile app
• Key channels: Youtube andFacebook
CAMPAIGN
SUMMARY
CREATIVE
INSIGHT
That people think the item is not sellable doesn’t
mean that the item is not worthy of the others’ buying
You can sell any thing as long as you have a thing to sell!
Do not worry about the demand side, let Chợ Tốt take care of that issue
Use the big data tracking algorithm and analyzing tool to launch a new
feature of mobile app as a measure of the demand for every items
SOLUTION
• Viral clip aired on YouTube and shared on Facebook: Fun,
awakening message telling in a gentle way that direct resonate
to target audience
• New feature on mobile app: Enforce audience trust, give them a
new, interesting experience anddrive trial/ register at the same
time

13. THANK YOU!
MARCH 18TH 2017