4. CUSTOMER’S
UNDERSTANDING
? 1 A PRODUCT FOR
HEART BREAKERS ON NEW YEAR’S
EVE
2 Stages from grieving to
healing after a breakup:
Desperate for Answers Denial
Bargaining Accept and
move on
3 Psychology of New
year’s eve reflections
and resolutions
• People psychologically
programmed to reflect back on
the past year.
• At this special time of the year,
they will generally become
more motived to start their
plans and often stick to “new
beginning/fresh start”.
4
Homework 2
TEAM 3
5. CUSTOMER’S INSIGHT
CUSTOMER’S PAIN
Inspirationa
l insights
Reflect consumer’s feeling
if using
Emotional
insights
I want to be healthy
and energetic even
when being alone,
which is expressed by
the product I choose to
carry everywhere I go
( to work, to gym, to
hang out…)
Few Competitors
Functional
insights
I want to renew
myself by changing
my drinking routine
which is detoxed,
healthy and
refreshing.
5
The desire to renew
myself after a breakup
to become more
attractive and
energetic
Homework 2
TEAM 3
7. KEY MESSAGE: “DETOX YOUR MIND – DETOX
YOUR LIFE”
After a broken love, you will return to your initial life
when you are independent, attractive and shine.
Thus, there is no need to regret the foregone, keep
your head up, renew your-self and listen to your
body to become more beautiful, energetic and
health-conscious starting by simply changing to a
better drinking habit and detox the negative in your
life.
True beauty comes from the inside and when you
are beautiful and confident, there is no reason to be
afraid of loneliness.
Homework 2
TEAM 3
12. 12
PRODUCTBRIEF
Homework 2
TEAM 3
Detox Bottle Accesories
User guide
Lanyard
1. Pour in fresh.
2. Add slices of fruit
(if preferable).
3. Open the lib and
enjoy.
4. Match your
missing halve.
13. Product ideation
The Use of
this product
Designs
Insert
• Unique design, compact,
convenient to use, easy to
carry.
• The body is designed based
on the idea of two half pieces
matching. But there is no
problem if your are alone.
Find yourself a new
relationship to complete and it
can be a friend or some other
love ones.
• These are the two typical
colors of Yeu La Du Shop
• Stand for the Cutiness, youth
and dynamic spirit.
• Create pleasant feeling.
Color
Blue, Pink
13
Homework 2
TEAM 3
• Adding fresh fruits to water
make it become more eye-
catching and taste yummier.
• -Toxins excreted which is
better for health
• Create a healthy lifestyle
(drinking water at certain
hours)
• Search for other half
14. Homework 2
TEAM 3
1. Market review
Market trends and opportunities:
. With the large number of couples, the F.A always
wanted to be interested.
. Having had too many items for the couple to be
released before, the items for F.A would certainly be a
huge demand for the members being alone.
. New Year's Eve is the time for people to rest, travel ...
but those who are lovelorn alone, learning just had to
overcome a great pain should need more attention,
sharing -> they need a focus, innovation in life
Competitive landscape:
There are not too many brands to pay attention to the
F.a by the market of the pair of relatively large.. New
Year will always aim for innovation, travel, couple so
there will not be many competitors
15. Homework 2
TEAM 3
1. Market review
Customer needs
• There is a product
dedicated to the
audience just had a
broken love.
• Understand, share,
empathize.
• Motivation to overcome
pain, change life better.
Make yourself beautiful,
newer.
• Prove that F.A is not
forgotten. Find better
relationships.
• Confirm the value
yourself
.
16. 2. Financial review
16
1. Company Performance
• Yeu La Du Shop brand has a position
and certain influence .
• The market of Yeu La Du Shop is quite
high . The ability to attract large
customers
2. Sales Channel Performance
• The members of the group are quite
high (Chao Co Chao 16+, Khoe Cua
Quy). The number of customers to
weight through the pages (Yeu La Du
Shop, Tizi n Dich Lep, Tizi Dat Lep). .
• Combined with the regular MIB
distribution channel
.
Vision
3. Corporate strategy
• Focus on the new, fare-break customer
segment, F.A. .
• Will focus on F.A in the group by posting
topics on F.A, E, ... .
• Make customers see the interest and
prominence of the product .
• Create a healthier, more active lifestyle .
Beauty comes from within .
• Convinced member "Why buy products of
Yeu La Shop"
Homework 2
TEAM 3
,
17. Financial Ojectives
Realease 300 bottle (50/50)
Cost Price Amount Total price Price
Cost of
producing
vases
30.000 vnd 150 convex 9.000.000 vnd
149.000
vnd/sp
150 concave
Cost of
production
lanyards
15.000 vnd 300 4.500.000 vnd
Total cost
of
production
45.000 vnd 300 13.500.000 vnd
Advertising
costs
330.000 vnd 3 bài post 1.000.000 vnd
Total
capital
14.500.000 vnd
17
Homework 2
TEAM 3
18. Produce Stratery
Products and pricing
• Detox version couple only for
lover / F.A
• The 149k retail price is only
available for F.A
18
Target markets and
customers
• Targeting customers who
are lovelorn / F.A 2.
• Customer Resources from
MIB, Yeu La Du Shop, Khoe
Cua Quy 14+, Chao Co
Chao 16+
Homework 2
TEAM 3
1
19. Timeline
01
Design
02 03 04 05
Manufacturing
06 07 08 ... 15 ... 23 24 ... 28 29 30
Out product
31 01 02 03 ... 14 15
Summary
19
December January
Homework 2
TEAM 3
Post the product preparation notice
20. 20
Total capital 14.500.000 vnd
Expenses collected 44.700.000 vnd
Interest 30.200.000 vnd
Financial Ojectives
Realease 300 bottle (50/50)
Homework 2
TEAM 3
