YME7 - Quan James Tran

1. 1
GRAND CASE
JAMES TRAN - ANH NGUYEN - NGOC THAO - NGOC PHUOC - HOAI THUONG
YOUNG MARKETERS ELITE DEVELOPMENT SEASON 7
ĐÀN ÔNG ĐÍCH THỰC

2. 2
TABLEOFCONTENTS
01.
02.
03.
CATEGORY
UNDERSTANDING
BRAND
AUDIT
CONSUMER
UNDERSTANDING
04.
05.
06.
STRATEGIC
APPROACH
BRAND POSITIONING
BRAND KEY MODEL
EXECUTIVE
SUMMARY

3. 3
01.
02.
KEY TASKS OF THIS GRAND CASE
Expand to full portfolio, open category
Repositioning to become more relevant, meaningful
and also help to expand category

4. CATEGORY
UNDERSTANDING
4
1.

5. MALE-GROOMING CATEGORY STILL HAS
ROOMS TO GROW MORE
5
Source:
Statista-Which type of grooming products would you be interested in the most in
2016? https://bit.ly/2QOG6Jo
Euromonitor International: https://bit.ly/2wGr4ie
1. Vietnam male-grooming
penetration is still low, comparing
with the other Asian nations
2. In Vietnam, only 15% of men
use men-grooming product
3. Even the biggest
sub-category shampoo, it
can’t reach 50% penetration

6. AS MARKET LEADER, X-MEN SHOULD DO THE JOB OF
RECRUITING NEW USERS
TO EXPAND THE POTENTIAL MALE-GROOMING CATEGORY
X-MEN is the market leader of
male-grooming category
X-men already has strength in the two biggest
sub-categories, which are shampoo and deodorant
Source:
DI Marketing:
https://bit.ly/2UK4EEz
QandM:
https://bit.ly/2WMNskv

7. Intensive fragrance
-
Strong fragrance associated
with shiny images is a taboo
for a man, which says that a
man caring for his appearance
is glossy & flashy.
7
In the early of puberty, boys
use ‘for-men’ products as
the evidence of a mature man
They have Driver to enter however, they meet Barriers
The taboo of ‘a man caring much about his appearance’
prevents boys from entering men-grooming category from the early stage.
CHALLENGES FOR MALE GROOMING CATEGORY IN VIETNAM
Discouraged to
care about look
-
From secondary to high
school, teachers and
parents don’t evoke the idea
of boys taking care much
about their appearance.

8. Luckily, society begins opening its mind.
Men don’t need to bear many taboos like they used to do.
8
DRIVERS FOR MALE GROOMING CATEGORY IN VIETNAM
2. More men are confident to
accept that they are
metrosexual*
1. The #MeToo and other
movements paved a global
mindset for gender equality
3. Women have more open
perception about men with
shiny outlook and fragrance
It’s a chance for X-Men to direct men-grooming category joining this shift.
(*) A young, urban, heterosexual male
with liberal political views, an interest in
fashion, and a refined sense of taste.

9. X-MEN should define a brand idea
1. that cracks men’s barrier and liberates them to
step into men grooming from early stages
2. but still makes them masculine, which is the
feature that X-Men owned for a long time
9
STRATEGIC INTENT

10. BRAND AUDIT
10
2.

11. 11
‘Meaningful’ is the key contribution to
Brand Power Score
X-men has the biggest brand equity share in the market coming
from dominant saliency and difference. It’s Meaningfulness that
needs further push to win more (especially from Clear men and
Nivea men). Romano is the second biggest competitor in the
category.
X-MEN IS WEAK ON ITS
MEANINGFULNESS
However
Source:Kantar X-men research 2016
https://drive.google.com/open?id=1mSDI
ab88fzw2O1LhSB74VgAai-2cS0nW

12. 12
Launch
-6
-5
-5
-6
Help me feel more confidence
Help me feel more attractive to women
Help me show my style and personality
Provide me with a clean and fresh feeling
Gap vs avg.
endorsement
Brand Imagery should
be refined to be more
relevant to improve
these attributes
FUNCTIONAL BENEFITS & CONFIDENCE
Have long lasting scene 3
Encourage men to feel more confidence in
taking care of themselves
5
To drive meaningfulness, X-MEN should focus on Functional Benefits and
Confidence with key attributes “confident, attractive to women, show style
and personality”
80
69
70
70
78
80
-3Help me feel manlier 71
-4Effective 72
-3
Have various product lines matching well
with my personal care needs
72
Source: Kantar X-men research 2016
https://drive.google.com/open?id=1mSDIab8
8fzw2O1LhSB74VgAai-2cS0nW
“Functional benefits and
Cònidence” contributes the most to
Meaningfulness

13. 13
Heroic Man
From 2003 to 2015, X-Men built up the
MAN OF ACTION
WITHOUT A SINGLE
WORD
ATTRACTIVE
LOOKING
HANDSOME, PHYSICAL
STRENGTH
who is
COURAGE
DARING SPIRIT
TO DO IMPOSSIBLE
THINGS.
OVERCOME
CHALLENGE
DANGER, ATTACK...
PROVE HIMSELF BY
SAVING THE
WOMEN
LET’S DIG DEEP ON WHAT WORKED AND NOT WORKED ON THE REAL MEN IMAGE

14. for the following reasons
Strong belief that outlook
is an advantage
14
REAL MEN OF X-MAN HAS BECOME THE PHENOMENON
Deploy Universal Truth: Boys
want to prove that they are a
man, not a boy anymore

15. 15
And the influence of pop
culture - Hollywood films:
fantasy, cool, heroic
format: saving the world

16. X-Men movie-like characters
→ Evoke the unreal feeling
THE OLD “REAL MEN" GRADUALLY BECOMES LESS
RELEVANT TO THE NOWADAYS CONSUMERS
16
Feminism revolution
→ Saving women is not
suitable/ necessary anymore
Challenges do not come from
external factors, but rather internal
→ Men care more of their inner self
THE PROBLEM
However
Category Consumer Brand

17. 17
THEREFORE
SINCE 2016, X-MEN HAS SHIFTED
FROM “MEN WITH OUTER STRENGTH”
TO “MEN WITH SUBSTANCE”

18. 18
Besides X-Men,
SUCCESSFUL MAN BOLD MANSPORTY MAN
Outer appearance
NIVEA MEN HAS ALSO TAPPED INTO THE
COMMUNICATION ROUTE “MEN WITH SUBSTANCE”
Men’s substance

19. 19
SO HOW X-MEN CAN
INHERIT FROM THE PAST AND MAKE X-MEN’S
“MEN WITH SUBSTANCE” DISTINCTIVE?

20. 20
MAN OF ACTION
COURAGE/DARING SPIRIT
OVERCOME CHALLENGE
STAND UP TO SAVE OTHERS
Express outer strength
External challenges
OVERCOME CHALLENGE
Internal challenges
MAN OF ACTION
Express inner substance
STAND UP FOR HIMSELF
Proving himself by
saving others
COURAGE/DARING SPIRIT
WHAT WE INHERIT
FROM THE PAST
Proving himself by expressing
what he believes in
HOW WE LEVERAGE

21. 21
STAND FOR
WHAT HE
BELIEVES IN
STAND FOR
OTHERS
FROM TO
MORE PROGRESSIVE, MORE AUTHENTIC

22. CONSUMER
UNDERSTANDING
22
3.

23. 23
TARGET CONSUMERS
LATE MILLENNIAL
EARLY GEN Z
18 - 29 Y.O
Confident
Expressive
Liberal
Upbeat
Digital natives
KEY UNDERSTANDING

24. 24
AGE 18-27 IS A CRITICAL STAGE WHEN MEN WANT TO PROVE
BOTH THEMSELVES AND THEIR MASCULINITY
THEY HAVE THE URGE TO TRULY
PROVE THEIR MASCULINITY
They want to appear masculine and
mature towards girls.
They want to prove their independence
and coolness towards girls.
THEY HAVE THE URGE TO
TRULY PROVE THEMSELVES
They have high attention to their
self-image.
They are more aware of people’s
judgement towards them..
01. 02.

25. 25
THIS STAGE ALSO TRIGGERS ONE OF THE GREATEST FEAR OF MAN -
FEAR OF RIDICULE
One of men’s greatest fears is becoming an object of ridicule. They fear of being ridiculous, as they
believe that “being ridiculous” will damage their self image and masculinity, turn them into a joke
for other people.
AS A RESULT, THIS FEAR PREVENTS MOST MEN FROM
EXPRESSING WHAT THEY ARE ACTUALLY THINKING
Expressing themselves
and being judged
ridiculous
Wonder whether there is
something wrong with them
Doubt their
personal qualities

26. 26
However , standing up for what they
believe in makes a Real Man
That is also what makes his attractiveness:
Overcoming his fear of ridicule, embracing
his authenticity and showing his
masculinity.
NOTHING IS
RIDICULOUS
WHEN
IT IS ORIGINAL
When a man is not afraid to stand up for
what he believes in, he has a natural
self-assuredness that makes him stand out
head and shoulders above other men.

27. CATEGORY TRUTH
27
I avoid expressing
my belief as I am
afraid of being an
object of ridicule,
which will ruin my
self image and
masculinity.
Personal care
products that
boost up male
confidence
As a Millennials man, I do not often express out what I actually believe in
as I fear of being ridiculous, which will damage my self image.
Therefore, I need personal care products that boost up my confidence
so that I can overcome my fear and stand up for what I believe in.”
X-MEN TOTAL BRAND INTRODUCES OUR PHILOSOPHY
TO MEN’S FEAR OF BEING AN OBJECT OF RIDICULE
CONSUMER TRUTH
Male Grooming
Products with
distinctive
masculine
fragrance
BRAND TRUTH
“
”

28. CATEGORY TRUTH
I want to be
attractive, yet have
to avoid taking care
of my appearance
from such a young
age as I am afraid of
being an object of
ridicule, isolating me
from my friends.
Personal care
products that
boost up male
confidence
CONSUMER TRUTH
Male Grooming
Products with
distinctive
masculine
fragrance
BRAND TRUTH
28
As a Gen Z boy, I do not often take care of my appearance (though I want to) as
I fear of being ridiculous which will isolate me from my friends. Therefore, I
need personal care products that are natural and boost up my confidence so
that I can freely take care of my appearance without anyone’s notice.
Our gen Z - to be our TA, share the same fear of X-MEN core. they also fear of
being ridiculous, but for taking care of their appearance from such a young age
“
”

29. BRAND POSITIONING STATEMENT
BRAND KEY MODEL
29
5.

30. 6. VALUE, BELIEFS &
PERSONALITY
Authentic, Brave, Assertive,
Daring, Open
Beliefs: nothing is ridiculous if it is
authentic and original
30
5. BENEFITS
● Functional: The unmistakable
masculine super-scent for
Real Men
● Emotional: Boosting up your
men’s confidence to stand up
for what he believes in
8. DISCRIMINATOR
● The signature timeless ‘Real man’
imagery
● Masculine super-scent
4. INSIGHT
As a Millennials man, I do not often express
out what I actually believe in as I fear of
being ridiculous, which will damage my
self image. Therefore, I need personal care
products that boost up my confidence so
that I can overcome my fear and stand up
for what I believe in.
3. TARGET
● Young men (18-29 YO)
● On the journey of defining their own
ideal men and his quality
2. COMPETITIVE ENVIRONMENT
All players in men grooming (Romano,
Clear Men, Nivea Men,...) as well as
unisex grooming (Clear, Rejoice…)
1. ROOT STRENGTHS
The pioneer and leader since day one
of male grooming category. Master in
extracting masculine scent for
generations of Vietnamese men.
9. ESSENCE
Boost up men
confidence to stand
up for what he
believes in
7. REASONS TO BELIEVE
X-MEN with the longest heritage in male
grooming own the secret formula that
connect the famous masculine scent
with your original body scent

31. HOW WE TRANSLATE IT INTO BRAND COMMUNICATION?
31
STANDING UP FOR
Communication Idea
A man’s attractiveness lies in
his willing to stand up for
what he believes in.
The way he confidently
express himself and fight for
his belief makes him stand
out from others and truly
proves him a real man.
Key Message
REAL MAN STAND UP TO STAND OUT
A real man goes against the crowd to
follow his own path
A real man dares to speak up for his
opinion
A real man do things crazily in his own
way
REAL MAN STAND OUT BY
WHAT HE BELIEVES IN
HIS OWN PATH
HIS OWN OPINION
HIS OWN MIND

32. HOW NEW BRAND POSITIONING HELP TO RECRUIT USERS AT EARLY STAGE
32
Communication Idea
REAL MAN STANDING OUT BY
LEARNING TO STAND UP
Young boy can learn to be a man by standing up for
what he believes in. The way he confidently stands up
for his belief makes him stand out from his peer and
truly proves that he is prepared to be a real man.
A boy confidently express himself to
prepare to be a real man
A boy dares to follow his own style to
prepare to be a real man
A boy speaks up his opinion to prepare to be a
real man

33. EXECUTIVE SUMMARY
● Expand category
● Brand repositioning that relevant
and able to open the category
2. STRATEGIC INTENT TO
EXPAND CATEGORY
1. KEY TASKS 3. BRAND AUDIT
HOW X-MEN CAN
INHERIT FROM THE PAST AND DISTINCTIVE
X-MEN’S “MEN WITH SUBSTANCE”?
4. CONSUMER UNDERSTANDING
LATE
MILLENNIAL
EARLY GEN Z
5. BRAND POSITIONING
Brand essence:
Boost up men confidence to
stand up for what he believes in
REAL MEN STANDING OUT BY
STANDING UP
FOR WHAT HE BELIEVES IN
X-MEN should define a brand
idea
1. that cracks men’s barrier
and liberates them to
step into men grooming
from early stages
2. but still makes them
masculine, which is the
feature that X-Men
owned for a long time
“As a Millennials man, I do not
often express out what I
actually believe in as I fear of
being ridiculous, which will
damage my self image.
Therefore, I need personal care
products that boost up my
confidence so that I can
overcome my fear and stand up
for what I believe in.”
Proving himself by
saving others
WHAT WE INHERIT
FROM THE PAST HOW WE LEVERAGE
STAND UP FOR OTHERS STAND UP FOR HIMSELF
Proving himself by
expressing what
he believes in
BRAND POINT-OF-VIEW
NOTHING IS RIDICULOUS
WHEN IT IS ORIGINAL
6. BRAND COMMUNICATION
REAL MEN STANDING OUT BY STANDING
UP FOR WHAT HE BELIEVES IN
● A real man goes against the crowd
to follow his own path
● A real man dares to speak up for his
opinion
● A real man do things crazily in his
own way

34. THANK YOU
34