Brief: UFLL 2016_CIF_Round 2

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment Individual - CIF]
Ngọc Khánh

2. - Raise awareness about CIF can make
your home beautifully clean
- Increase penetration
Tet is a golden chance to drive CIF
Cultural truth:
In the time before Tet, everybody
cleaning their house to prepare
for Tet
OBJECTIVE

3. Urban housewife 25-45 years old
Medium to high living standard
Dedicated to beauty.
She is looking for a result that justifies the effort she puts in
keeping her home looking the best.
Respected the cultural values in Tet
TARGET
CONSUMER

4. 85% TC spend the most effort to cleaning the living room
to prepare for Tet
Why?
I want the living room beautifully clean to prepare for Tet
It made me feel ready to welcome our guests in Tet occasion
According Tet culture, welcoming the guests that means get good
fortune for the new year
Why is that important?
Why is that important?
In Tet occasion, everybody want to get the good fortune for
the new year.
So, I want our living room beautifully clean to ready get the
good fortune in Tet occasion.
Consumer Insight

5. Brand Value
Function
A product can help TC
to bring the beautifully
clean of their house
Emotion
Made TC feel ready
to get good fortune
in Tet occasion

6. GOOD FORTUNE
TOOL KIT
Business Model Idea

7. Objective
Key
message
Key hook
Supporting
tactics
PR
KOL
Social media
How to get good fortune in
Tet?
Comedy Clip
“Táo Quân version before
going to the Thien Dinh”
Trigger desire ready to get
good fortune of TC
Retailer, Wholesaler
In-store activation
Let’s make your house
beautifully clean with CIF
Good fortune Tool Kit
Trade Marketing
Launching “Good fortune
Tool Kit” and put sale
Social media
PR
KOL
Share your beautifully clean
house to get good fortune
Photo contest
“Get good fortune with CIF”
Amplify the beautifully
clean house clean up by
CIF
PHASE 1 PHASE 2 PHASE 3
Deployment Plan

8. Comedy Clip
“Táo Quân version before going to the Thien Dinh”
- Tao Quan played an important in Tet cultural
and Tao Quan Comedy is the program has
always attracted the attention and wait
during Tet occasion
- Content: revolve around the story about the
reparation of Tao Quan before going to Thien
Dinh to report for Ngoc Hoang. Finally, Tao
Quan will make decision is the beautifully
clean house will be receive good report and
get good fortune in new year.
- At the end, introduce solution from CIF to link
with Phase 2

9. Trade Marketing
Channel
Supper market, hyper market
In-store activation
When Target Consumer buy products of
CIF, they will receive
- a handbook “How to get good fortune
in Tet"
- have the opportunity to receive basic
cleaner tool kit from CIF

10. Photo contest
“Get good fortune with CIF”
- Trigger TC share the photographs of their
house after it has been cleaned by CIF with
hastage #beautifullyclean #ready
#getgoodfortune
- Awards: Tao Quan ekip will be coming home
of the lucky consumers for happy lunar new
year with their family

11. Thank you.