This document outlines a marketing plan for Head & Shoulders anti-dandruff shampoo for men in Vietnam. The objectives are to increase market share by 5% and trial among Vietnamese men aged 16-59. The target consumer is urban men aged 18-30 who are dedicated to treating dandruff. The plan includes launching a media campaign to raise awareness that dandruff cannot be cured permanently. It also details strategies for trade marketing, modern trade activations, sales team engagement contests, and in-store displays and samplings. The key message is Head & Shoulders' ability to prevent dandruff for 72 hours.

1. TEAM BAMI
Minh Hoàng – Ái Trang – Bảo Như – Công Dũng
ASSIGNMENT ZERO

2. 0%
50%
100%
H&S Clear Ramus Medical
Product
Other
Rate of satisfaction in
antidandruff product
High satisfaction
High quality
Unpopular among
Vietnamese men
><
Research in 100 anti dandruff shampoo men users
Research in 700 Vietnamese men (Age 16-59)
Increase market share by 5%
Increase consumer’s trial experienceOBJECTIVES

3. C
TARGET CONSUMER
MEN
18 - 30
Urban in 6 key cities
Dedicated to dandruff issue
Suffering dandruff
Usually use social media

4. C
Fact 1: Dandruff cannot be curedbut it can be
controlled by using anti-dandruff shampoo.
Dr. Nicole Rogers, M.D., a professor of dermatology at Tulane University
School of Medicine.
http://www.menshealth.com/grooming/how-to-get-rid-of-dandruff
Fact 2: 81% men don’t know that there is no cure
dandruff symptom permanently.
Make men realize that inconvenience truth
So, how this bring benefit
to Head and Shoulder?

5. CT
STRENGTH
- Cool
- Refresh
- Performance
- NUTRIUM 10
FORMULA
STRENGTH
- Mild
- Proven by scientists
- Expert
- 72 HOURS PREVENT
DANDRUFF ISSUE
TEMPORARILY
Tell the “cool keeping time”
NOT guarantee about the ”dandruff controlling time”
THIS WARRANTY “72 HOURS”
Is the STRONGEST BENEFIT OF H&S
compared to Clear
This is the only weapon that H&S can beat Clear

6. Fact: Human usually worry about the unknown especially
when the crowd discuss it around them. => INSIGHT
BIG IDEA: DANDRUFF OBSSESIVE MEDIA
Step 1: Lauching 10000000 TVC, Viral clip about issue “Dandruff
cannot be cured” and making more forums discuss this
C
Step 2: Invite P&G Scalp Experts to VN for proving this truth
Step 3: Create market: men need a product that can protect
their scalp from dandruff in long term.
Phase 1: Trigger

7. ?
77% of hair shopper decide in-store
Have difficult in choosing shampoo products
because of the display
Only 19% enjoy shopping hair products
Trade marketing help penetrate product &
increase visibility in order to increase sales &
raise brand awareness to shoppers
• Traditional Marketing: 60%
• Modern Marketing: 30%
• Convenience store: 10%

8. CHANNEL STRATEGY
PENETRATION, VISIBILITY MAXIMIZATION AND TRIAL BUILDING FOR H&S MEN
• Leverage Sales System to
fast build penetration
• Sampling for retailers
• Increase visibility with
Incentives for extra display
(carton rack and small
product string)
• Excite shoppers with
visibility & extra
product display
• Gain supports from key
customers
• Building off-take via
sampling and in-store
activation
TT MT

9. Traditional Trade
Table carton
rack display
Retailers will receive incentives/ month with each “carton rack” or mini
“shampoo string” display
Mini Shampoo
String
Increase visibility through
“72h no danruff”
“72h no danruff”

10. Modern Trade is the place where consumer/ shopper can be highly
engaged through many experiences
Modern Trade
We need to distract “shopper behavior” like “Auto pilot”
By
Disruptive POSM In-store / Engagement Activation
Shopper Engagement
- In-store visibility – basic & overwhelming
POSM
- Attractive gifts when purchasing Revive
- Interactive with shoppers via brand
ambassadors & in-store sampling
Customer Engagement
- Sampling new product at customer’s head
office.
Sales team:
Display contest

11. SALES TEAM ENGAGEMENT – Display Contest
Objective:
• Create big impact of H&S MEN in MT stores
to get more shoppers’ attention.
• Engage sales team spirit
Activity:
• MT stores compete each other for creative
display of H&S MEN during 2-3 weeks.
• Winner will get team reward.
PUSH SAMPLING in All Sub channel of MT
Objective:
• Increase penetration of H&S MEN
• Raise Awareness for trial using products
Activation
- PG In-Store communicate “72h no danruff”
- PG help consumer/ shopper trial use
product at Store by washing their head at
store and ask for their feeling
“72h no danruff” “72h no danruff” “72h no danruff”

12. SHELF TALKER with light : “72H NO DANDRUFF”
Objective:
• Distract shopper / Prevent auto pilot
• Communicate Message “72h no dandruff”
Extra Display on Collumn & Commnunication
Objective:
• Stock more product on
shelf
• Communicate message
• Disrupt “auto pilot”
shopping behavior
“72h no danruff”

13. Thank you,
TEAM BAMI