The document provides a launching plan for XXX Shampoo in May 2005. It summarizes the shampoo market, noting the market size has reduced slightly in recent years. It analyzes competitors' market shares, with Unilever and P&G being the major players. Unilever brands like Sunsilk and Clear have increased market share through new product launches. The document also shows advertising spending for the top ten shampoo brands, with Sunsilk, Clear, Pantene, and Rejoice the leading brands.

1. LAUNCHING PLAN
XXX SHAMPOO
May, 2005
1 Shampoo launching plan

2. MARKET REVIEW
 Shampoo category slightly reduce in terms of market size during the recent 2 years, only
competitive steal among players.
 Mid segment is confidently increasing in importance recent years while premium tier where
we’re playing seems to be stagnant.
100%
24,000
20,000 80% 45.1 45.3
50.5 49.4
57.2
16,000
60%
3.6 3.3
12,000 4.5 2.5
11.1 11.4 9.0
40% 5.1 9.3
4.2
8,000
20% 35.8 40.2 39.9 39.1
4,000 33.5
0 0%
2000 2001 2002 2003 2004 2000 2001 2002 2003 2004
Volume (000s KG/L) Value (000 USD) High Low Low End Mid
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3. COMPETITION MARKET SHARE
25.0
Double Rich: DR share just increase in
20.0 one period right after launch (JA04), then
reduce sharply to the bottom of 3.0% in
15.0 JF05
10.0
UNILEVER
5.0
Sunsilk: achieve highest growth rate in
0.0
2004 to regain its leading position after a
JF 04 MA 04 MJ 04 JA 04 SO 04 ND 04 JF 05
declining period. Yoghurt and Strong &
X-Men Double Rich Head&Shoulders Healthy launch adding incremental gains
without cannibalization of exising variants.
Novid Rejoice Pantene
Dove Clear Sunsilk Clear and Dove: begins to see the effects
of its launch in 2004 by increase in share
at the beginning of 2005.
P&G
JF 04 MA 04 MJ 04 JA 04 SO 04 ND 04 JF 05
X-Men 0.6 0.8 1.4 2.2 2.8 3.5 3.9
Pantene: receive significant growth
Double Rich 3.6 3.5 3.9 5.1 4.4 3.5 3.0
Head&Shoulders 5.8 5.9 5.5 5.8 6.2 5.9 6.2
thanks to the launch of Amino Proteins
Novid 1.5 1.4 1.5 1.0 1.0 0.8 0.7
Complex.
Rejoice 10.9 12.0 12.1 11.0 11.2 12.6 11.6
Rejoice: keeps stable share at high level
Pantene 7.1 8.4 9.4 8.6 7.2 9.2 10.5
during 2004.
Dove 6.5 5.0 4.9 5.1 4.7 5.2 5.9
Clear 17.2 17.7 16.6 15.0 15.1 15.1 17.5 H&S: keeps stable value share thanks to
Sunsilk 20.2 18.7 18.2 21.0 22.8 20.5 19.7 loyal consumers though not much
investment for the brand.
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4. MEDIA HIGHTLIGHT
Top Ten Brands – YTD Nov 04
Sunsilk, Clear , Pantene
and Rejoice remain the
4,000,000
leader brands in the
3,500,000 category Double Rich
3,000,000 ranked 7th (vs 4th
in Q2) accounted
2,500,000 for 7% SOS
2,000,000
1,500,000
1,000,000
500,000
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TV PRESS RADIO
4 Shampoo launching plan Ad
Source: Vietnam

5. BRAND POSITIONING
DOUBLE RICH PANTENE DOVE ENCHANTEUR
Segment Top premium seg Premium seg Premium seg Top premium seg
Concept Nourishing Nourishing Moisturizing Perfume
MTC to protect & Pro-V formula with 14 Moist Cream, Distinctive long
nourish hair; hair Amino Proteins moisturizes your hair lasting fragrance /
Selling point
treatment Complex nourish, from within other benefit
strengthen your hair;
hair treatment
Functional Nourishes for soft & Nourishes from root Hair moisturizing Perfumed hair
benefit smooth hair, treat for of hair for strong,
different hair type smooth hair
Emotional Premium & trendy Premium & classical Pampering & Charming, elegant,
benefit tendering romance
•Female, age 18 ~ •Female, age 26 ~ •Female, age 18 ~ •Female, age 20 ~
26 35 30 30
Personality •Sec ABC •Sec ABC •Sec ABC •Sec ABC
•Modern, •Elegant, sociable •Feminine, •Luxurious,
fashionable & trendy vulnerable appearance care
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6. BRAND REVIEW
Shampoo CLEANSING BLACKEN NATURAL NOURISHING MOISTURIZING
DOUBLE RICH
DOVE
PANTENE
ENCHANTEUR
REJOICE
By concept SUNSILK
CLEAR
HEAD & SHOULDER
NOVID
PALMOLIVE
LIFEBOUY
DOUBLE RICH ENCHANTEUR
ROMANO
HIGH H&S PANTENE
NOVID DOVE
CLEAR
ENTRE NOUS
ORGANICS
REJOICE PALMOLIVE
SUNSILK
MID TO HIGH
KOMACHI
By price
LOW TO MID LIFEBOUY
FEATHER
ESSENTIAL
LOW FRESH
MY HAO
LG UNILEVER P&G UNZA OTHERS
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7. SALES REVIEW
Sales of DR Shampoo decrease sharply after launching and stay at the lowest level in Mar 05.
Variant:
 Revitalizing is till the key variant.
 Sales of Moisture care reach the peak right after launching, but then it decrease terribly, esp at the
beginning of 2005. Quality problem is identified.
600,000
500,000
400,000
300,000
200,000
100,000
-
Jan Feb Mar Apr May Jun Jul 04 Aug Sep Oct Nov Dec Jan Feb Mar
04 04 04 04 04 04 04 04 04 04 04 05 05 05
Revitalizing Soft & smooth Moisture care Total sales
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8. BACKGROUND OVERVIEW
 Double Rich rate of sale decline while distribution remains unchange. Very low consumer
Sales
off-take is the main reason for not good performance of DR.
 The product is perceived not good on 2 attributes: “not cause dandruff” & “ not cause itchy
feeling”.
Product
 General satisfaction on the product quality reduce
 The product image in consumer mind is old
 Many launch and relaunch campaign to renew the product.
Competitor
 Aggressive campaign with huge investment, esp on ATL spending
OBJECTIVE
 Improve product quality to overcome current problem.
 Upgrade the product with MKTG support to keep pace with
competitors. PRODUCT LAUNCHING
 Create new image of DR Shampoo in consumer mind to fit its
personality: trendy, modern.
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9. RENEWAL PLAN 4P
MARKETING MIX
DIRECTION
• Improved formula
PRODUCT • New bottle shape, new design
• Variants: Revitalizing, Soft & Smooth, Moisture Care; new variant: Color care
Keep the same price of current DR
PRICE
• Nationwide.
PLACE • HCM and Hanoi focus; more support for HCM to fight back competitors and
get benefit from the largest market size by area.
Consumer focus
PROMOTION Product is preferential promotional gift.
Promotion program has to consistent with brand personality as premium,
trendy, fashionable.
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10. MARKETING MIX Product Price Place Promotion
PRODUCT QUALITY PACKAGING
 Improved formula to correspond to  Bottle shape: new, more premium and
Vietnamese climate, feminine image.
 Overcome the weakness of dandruff  Size: 7ml, 100ml, 200ml, 400ml.
and itchy feeling.
 Shrink sleeve to adapt more attractive
 New, luxurious fragrance for a new and eye-catching graphic design
feeling.
 Language: Eng (Front), VN (Back)
 Technology: MTC (Micro Treatment
 Differentiate point of sell for each
Capsule).
variant.
 Introduce new variant: Color care.
 A glance of the full set 3 variants
(Revitalizing, Soft & Smooth, Moisture
care) on each variant
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11. MARKETING MIX Product Price Place Promotion
Consum er Retail Rtl price
Margin (%)
Product Size price price exclude VAT
35000
A B C = (A-B)/A D = B/1.1
7ml 1,000 800 20% 727
30000 40ml 6,300 5,728 9% 5,207
Double Rich 100ml 16,000 14,500 9% 13,182
25000 200ml 32,000 29,000 9% 26,364
400ml 55,000 50,000 9% 45,455
9ml 500 400 20% 364
20000
200ml 29,000 24,800 14% 22,545
Dove
300ml 39,000 31,630 19% 28,755
15000 400ml 50,000 40,500 19% 36,818
Nourishing Moisturizing Natural
7.5ml 500 400 20% 364
100ml 15,500 14,000 10% 12,727
Doule Rich Dove Pantene Pantene
200ml 29,700 27,000 9% 24,545
400ml 49,000 44,500 9% 40,455
Enchanteur Rejoice Sunsilk
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12. MARKETING MIX Product Price Place Promotion
STEP I : Stabilization
STEP II: Expansion
HCM HN
STEP II HCM + HN expansion
Aug 05 – Oct 05 MCP 8,000 3,000
Display 2,200 shops 1,000
MCP 6,000 2,000
STEP I
Coverage all current XXX shop Display 2,000 shops 1,000
Jun 05 – Aug 05
Focus SPM and grocery as first priority, then Market Stall channel
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13. MARKETING MIX Product Price Place Promotion
Integrated MKT Communication – Launching Period
Communication concept: Target Audience Communication tool IMC goal
Premium, Young, Trendy Female, aged 18 - 30 (Maximize B/A: TOM= 7 / Unaided :45
Urban cities, SEC:ABC synergy effect) Total: 98
TVC Print AD PR Publicity Music Out door POP Sampling Consumer
event show promotion
Generate awareness, public announcement Trial encouragement
Strategic
Maximize Awareness Differentiated information Trial Stimulate
Role
Build credibility delivery, maximize synergy encourage First
Stimulate consideration effect Purchase
Expected Positioning - Preference attitude – Increase brand awareness, trial WOM relationship
effects
Budget 235 50 5 35 100 27 18 90
(000 Usd)
Plan 238 57 10 35 100 10 27 18 90
(000 Usd)
This is not included production cost for TVC (NA), Print (10,000 USD) Total plan: 585,000 USD
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14. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
CONCEPT
 Key concept: Nourishing, additional benefit for each variant.
 Selling point:
 Functional: Protect hair by MTC for a shiny, soft hair
New, premium fragrance
Refresh, comfortable, free feeling
 Emotional: New, premium packaging  confirm trendy, fashionable, premium image
“Quite new”  developing, trendy, young & dynamic  brand personality.
 Differentiation from competitors:
 Brand image: emotional focus: young, premium, trendy, fashionable
 Functional: Refresh feeling, carefully research & improve to fit Vietnamese consumers
 Primary target: Female, age 18 ~ 30, SEC: ABCD (new classification), dynamic, trendy
PRODUCT RANGE
Revitalize Soft & smooth Moisture Care Color Care
Healthy & full of vitality Dampish & burnished Soft & smooth Hair with vitality & lively color
To be confident with full Refreshing with a Gentle feeling with Healthy & full of vitality hair
of healthy & vitality hair dampish and soft & smooth hair together with lively color
burnished hair
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15. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
 Objective:
Increase awareness of new product.
Create impression and preference with the brand
Generate interest with new development from Double Rich
 Time: Jul, Aug, Sep
 Place: HCM, Hanoi focus, 4 provinces suggested
 Way to do:
Story: - Still emotional focus: trendy, premium image.
- More attention to functional: shiny, soft hair with refreshed feeling.
- Inform “new” identity.
Broadcast film: - Jul: Shampoo only
- Aug, Sep: Add a panel introducing DR umbrella brand (SP + BS)
Spot: - 30’’ spot should be used July to show the whole story.
- Alternative 30” & 15’ could be considered in July, Aug
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16. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
Avg Jul Aug Sep
Channel
cost/spot
Est. spots Cost Est. spots Cost Est. spots Cost
30 sec
HTV 7 1,582 21 33,228 14 22,152 10 15,823
HNTV 1,266 8 10,127 4 5,063 0
VTV 1,772 16 28,354 11 19,494 8 14,177
DA NANG 1,500 1,000 0
CAN THO 0 1,000 0
NHA TRANG 1,500 1,000 0
BINH DUONG 1,500 1,000 0
Total 30 sec 76,209 50,709 30,000
15 sec
HTV 7 1,013 0 12 12,152 22 22,278
HNTV 823 0 5 4,114 8 6,582
VTV 1,139 0 10 11,392 17 19,367
DA NANG 0 800 800
CAN THO 0 800 800
NHA TRANG 0 800 800
BINH DUONG 0 800
Total 15 sec 0 30,858 50,628
Total cost 76,209 81,567 80,628
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17. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
JUNE: Product & functional benefits focus Inform great change from DR, esp in terms of
product (new formula, packaging)
More functional focus  clearer reason to buy
JUL - AUG:
- Print cutting from TVC (model appearance) Premium, trendy image.
- Print for DR umbrella (SP + BS), packaging Emotional focus.
focus
Rate/ Jun Jul Aug
Magazine Size Discount Price
insertion
Insertion Cost Insertion Cost Insertion Cost
Cover 2 3,402 3,402 1 3,402 1 3,402 -
TT & GD
Full page 2,722 40% 1,633 2 3,266 3 4,899 2 3,266
VHTT Full page 1,835 35% 1,193 2 2,386 3 3,579 -
Cover 2 3,481 30% 2,437 1 2,437 1 2,437 -
TGPN
Full page 4,747 30% 3,323 2 6,646 3 9,969 2 6,646
First right page 2,152 30% 1,506 1 1,506 1 1,506 -
TTT
Full page 1,582 30% 1,108 1 1,108 1 1,108 1 1,108
TUOI TRE 1/2 page - - -
HANOI MOI 1/4 page - - -
THANH NIEN 1/2 page - -
Total print 20,751 26,900 11,020
Budget: 50,000 USD (VAT excluded)
Plan: Print ad release: 57,000
Production: 10,000 (3 layouts)
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18. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
MAGAZINE ARTICLE
Item Budget (USD)
• Develop brand credibility
Press release 4,500
• Provide related information: variant, DR umbrella brand article 5,000
product improvement.
Tips (announcement) 500
• Promote new talent
(VAT excluded)
LAUNCHING CONFERENCE MUSIC EVENT
 Place: HCM, Hanoi.  Place: stadium at
 Candidate: Customers (DT, shop owner) HCM area: Quy Nhon, Buon Me Thuot,
Kien Giang, Ca Mau
 Introduce new product launching, new TVCF
Hanoi area: Hai Phong, Quang Ninh,
 Timing: 8th, 9th July 2005. Thanh Hoa, Nghe An
 Budget: 25,000 USD  Candidate: customers, consumers
 Introduce new product.
 Timing: June 2005
 Budget: 100,000 USD
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19. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
 Objective:
Enhance brand present outdoor
Enhance brand premium image
 Time: July 2005
 Place: SPM, Department Store
 Way to do:
- Banner at SPM (hanger inside for synergy effect)
- Streamer outside Department Store
Production Other (hanging Am ount Am ount
Item Quantity Unit cost Rental fee Rem ark
cost fee, license) (VND) (USD)
A. BILLBOARD
Diamond current renting, change new image
B. BANNER
SPM 20,000,000 30,000,000 50,000,000 3,165
C. STREAMER
Diamond 30 5,000,000 45,000,000 2,500,000 52,500,000 3,323
Saigon Square 30 5,000,000 45,000,000 2,500,000 52,500,000 3,323
(or Saigon Tourist)
Total 9,810
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20. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
Sam ples/ Days to Total Am ount Am ount
Place Quantity Cost
day visit sam ples (VND) (USD)
A. PRODUCT
1. Sampling event
 Objective
Office building 10 300 1 3,000
SPM 15 600 3 27,000
-Develop trial
Household 6,000
Hanoi 15,000 - Provide information on product
2. M agazine sampling
TTGD Magazine 70,000
benefit
3. Shop owner
- Build credibility
- DT HCM 2,768 1 3,500
- Province 3,475 1 4,500
 Time: end of July to induce trial
- HN 2,414 1 2,500
Total sam ples needed after creating awareness through TVC
2 sachets/sample 121,000 600 72,600,000 4,595
Bottle 100ml 10,500 5,800 60,900,000 3,854
 Place:
B. SACHET HOLDER
Printing 121,000 500 60,500,000 3,829
- Office building
Creative, design 300
C. MAGAZINE FEE 70,000 350 24,500,000 1,551
- SPM
(Insertion fee)
- Household recommended (door to
D. BOOTH IN SPM 2 15,000,000 30,000,000 1,899
E. PART TIME door)
- Wage 6 20 50,000 6,000,000 380
- Uniform 12 300,000 3,600,000 228
- Supervisor 1 20 70,000 1,400,000 89
(for household sampling) Budget: 18,000 USD
Other 1,000
Total cost 17,724
By product 8,449
By cash 9,275
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21. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
 Objective  Way to do:
- Enhance consideration. Focus on “new” identity: new product,
- Create synergy with display program packaging.
 Time: June Private POP for shampoo and conditioner.
 Place: SPM, shop. POP for umbrella brand go later.
Quantity estimated
Item Specification
Shampoo Umbrella brand
Line sticker NA 15,000
Wobbler NA 14,000
Hanger NA 2,000 2,000
Poster NA 10,000 8,000
Budget: 27,000 USD
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22. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion
CONSUMER PROMOTION
 Objective
 Adding benefit to consumer, enhance purchase intention, induce trial.
 Make it more convenient to push new product to shop
 Time: July.
 Place: nationwide
 Exchange gift: handbag, necklace, bedrobe, cosmetics.
Suggested  Product attach:
ideas - Set Shampoo + Body Shower: preferential price, free handbag.
- Shampoo free Body Shower (small size)
Budget: 90,000 USD
22 Shampoo launching plan

23. TIMELINE
Apr May Jun Jul
Des.
Product Details contents PIC W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4
Producing Factory Launching
Finis h product Factory
Make cover by film s trans parent Fac, Supplier
Packaging
Tes t bottle color, printing m atters Fac
Tes t color s achet Fac
Bottle producing Fac ,Supplier
License
Product Licens ing(bottle s hape) Fac
MOH Product Licens ing Mktg, Fac
CF Briefing BM/Agency
Fram e Ad ( Storyboard) reques t Agency
Ad s trategy MKT/Agency
Tentative developm ent
/ evalutation/ confirm ation Korea, MKT
PPM MKT/Agency
Shooting Agency
Pos t production Agency
Preview, confirm BM
Airing BM
Media
Tentative plan for print BM
Layout Agency
Final artwork Agency
Print releas e BM
POP layout Agency
POP m erchandis ing MKT, SP
Media plan : Print, BM
Media plan : CF BM, agency
Media booking( 2 weeks after launch) Agency
Print booking
CF Cens ors hip by TV s tation( draft m ixed) Agency
SOH CF Cens ors hip( after MOH licens e) BM
23 Shampoo launching plan

24. TIMELINE
Apr May Jun Jul
Des. Details contents PIC W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4
Materials for introduction products Korea
Edu
Training docs Edu
Training Sales Girls Edu,MKT
New uniforms Edu
Event briefing Mktg
Event
Event plan, approve & execution Mktg
Music event Mktg
Launching event (conference) Mktg X
Basic Launching plan BM
Detail action plan BM
Budget plan and approve BM
Sale - in plan: Trade promotion, sale plan TM
Merchansing plan S.S
MKT Plan
Displaying, shelf rental S.S
Shelf execution S.S
Detail activities BM
Trade promotion plan BM-TM
Sampling plan BM
Consumer promotion plan, approve TM
Consumer promotion preparation TM
Consumer promotion (execution) TM
24 Shampoo launching plan