Young Marketers Elite 4 - Assignment Zero Repositioning and re-launching plan for Head & Shoulders to become best anti-dandruff shampoo for male, in Vietnam market.

1. TEAM 4
Tôn Hạo + Bảo Minh + Minh Trang + Quang Huy

2. BRIEF SUMMARY
BACK
GROUND
H&S is regconised as best anti-dandruff shampoo
in the world. But in Vietnam, male is untapped
segment and Clear is leader for this playground.
GOALS
IN 1 YEAR
 +12% market share
 Get awareness of 80% target in re-launching
campaign
 1 mil consumers involved in activation events
 +40% sales
 Own the keyword “First impression”
Make Men realize that H&S is the best shampoo
choice.  Repositioning plan in 3 years, to make
H&S be the best anti-dandruff shampoo for male.
CHALLENGE

3. MARKET OVERVIEW
CLEAR
- Young male, active,
confident to shine
- T.O.M on male AD shampoo
- Football, run, kick, defense
- 3 key SKUs for male: Deep
cleanse, Cool sport, Hair fall
 Key competitor
ROMANO
- Middle-aged male, rich &
successful
- T.O.M on fragrance shampoo
- Elegant
- Seducing beautiful girls by his
cold but romantic style
X-MEN
- Young male, brave, action
- Fragrance shampoo
- Defeat bad guys, save
beautiful girls
HEAD & SHOULDER
- Male, couple image
- Recognised as unisex
shampoo
- 2 key SKUs for male:
Refreshment & Hair fall
ANTI DANDRUFF
ANTI DANDRUFF
FRAGRANCE
FRAGRANCE

4. TARGET CONSUMER
• Male, 20-30 yrs old, income BCD
• Living in the 6 key cities
• Current anti-dandruff shampoo user
• Believe in the importance of good-
looking appearance to their confidence
• Active living and strike for good
performance in every daily activities.

5. CATEGORY TRUTH
There is no cure for dandruff permanently. Using
anti dandruff shampoo is the best way to facing to
this issue.
PRODUCT TRUTH
H&S shampoo promises to keep the
effect lasting up to 72hrs. No more
worry to see “white spots” on
shoulders.
CONSUMER TRUTH
Dandruff makes my scalp itchy, and the
worst thing is when white spots appear
on my shoulders. They ruin my
appearance and lead to bad first
impression on people I meet.
INSIGHT
As a young man, I always strike for good performance in every daily activities. I also
believe that great start with good first impression is essential to a good performance then.
Therefore, I need an anti dandruff shampoo to keep my confidence up, to start
everything well and smoothly.

6. BRAND PROPOSITION – BIG IDEA
Good Impression, Great Performance
(Đầu Xuôi, Đuôi Lọt)
ACTIVATION PLATFORM
FIRST IMPRESSION
(Ex: First impression in interview, first impression on a date, first
impression when meeting gf’s parents)

7. LAUNCHING PLAN
Objective
Message
Key Hook
Key Tactics
GET TO AWARE (1 MONTH) GET TO KNOW (2 MONTHS) GET TO TRY (2 MONTHS)
Make T.C aware that how
first impressions are important
Make T.C know that dandruff
is the key component to
make a bad impression
Let them experience
making good impression
with H&S Men
First impression is always
important in every moments
to get a great performance
Don’t let dandruff make
a bad impression and
affect your performance
Let’s make a good
impression together with
H&S Men
Clip - “Be careful with first
impression”
“End of the world”
web series and TVCs
Activation Booth
Youtube, Social Media,,
Forum Seeding, KOLs &
Influencers
Adaptive Google Adwords,
PR, Social Media
Sampling, KOLs, Social
Media, Instore
Key message:
With H&S, you will make a good first impression to
have a great performance”

8. KEY HOOK
“Be careful with your first impression”
5 mins clips by Pho - Yeah 1 Youtube
MOOD AND TONES - Humorous, Modern
CONTENT
6 situations how bad effects of bad first impressions
related to dandruff problems: first date, interview,
meet new partners, introduce parents-in-law,
perform some talents. Ending: Waiting a miracle
from Head & Shoulder to turn all bad into good
impressions. Link to microsite.
PHASE 1 – GET TO AWARE
SUPPORTING TACTICS
- Creating social content
- Youtube/Facebook Channel sponsors
- Digital display
- KOLS sharing on their story about
- PR Articles

9. KEY HOOK - “End of the world” web series and TVCs
30s clips of moments where first impression is important: going on first date, job interview, introduction to future parent-
in-law, etc.
SUPPORTING TACTICS
- Adaptive GGAdwords (show ads to related search queries – “lần đầu gặp bố mẹ bạn gái” and FB/Youtube video
preference)
- Creating social content based on TA’s search
- Youtube/Facebook sponsor, digital display
- KOLS sharing
PHASE 2 – GET TO KNOW
EXAMPLE STORYLINE OF CLIP
A men introduced to GF’s dad for the first time
He finds out that her dad is looking over his shoulder
 Start to think he has dandruff/ He then sees her dad frowns
 Start to imagine worse things: get kicked out of home, not given
permission to date the girl, see her marrying another
man,…because he has dandruff/Her dad acts even more fiercely
 He imagines the world ends/It turns out that her dad is seeing a
thief intruding the neighbor’s house through the balcony
 The man realizes and gets back his confidence/Product
appearance

10. GET TO TRY
KEY HOOK | Activation (cinema, artificial football court,…)
Game booth to challenge men (depending on place) to get the gift
- In cinema: carry your GF on your back for 1 minute
- On football court: use your head to hold the ball as long as possible
- In-store: game cleaning dandruff with message together with H&S, make
a good impression to make a great performance
PHASE 3 – GET TO TRY
SUPPORTING TACTICS
- Sampling offline: office buildings, cinemas, malls,…
- Sampling online:
+ Via KOLs: KOL holds minigame on their personal FB to give away
1000 trial product giftsets with a representative miniature of the KOL (Le
Cong Vinh – ball, Binh Minh – suit & tie, Thien Minh photographer –
camera,…)
+ Microsite on FB: play the minigame to receive the product
- Sales promotions: sample with other P&G products (Gilette, OralB,
Crest,…), discount, rewards when buying on E-commerce sites

11. THANK YOU