1) The document proposes a "Completed Cleaning Solution" product package by Cif to help Vietnamese women restore the beauty of their homes, which are considered their "masterworks", during the busy Tet holiday period. 2) It involves launching a subscription-based online cleaning platform that provides cleaning techniques and refill products. The goal is to increase brand penetration, basket size, and consumer loyalty. 3) A two-phased promotional plan is outlined, beginning with celebrity endorsements and social media debates to bring awareness to the message that "home is a woman's masterwork". The second phase focuses on launching the product and driving engagement through an inspirational "From Rio to your home" viral video.

1. Young Marketers Elite 3
INDIVIDUAL ASSIGNMENT
by Nhat Minh
Disruptive business model to shine 1
million VN household with CIF

2. TARGET AUDIENCE
• Confident female
• Uncompromising
• Dedicated to beauty and the
importance of things looking
their best
With Cif woman, beauty is uncompromisable
What are their
personality?
• Urban housewives 25 – 45
years old
• Medium to high living
standard
• She is looking for a result
that justifies the effort she
puts in keeping her home
looking the best
Who are they?

3. WOMAN IN HOUSEHOLD CLEANING TASK
How she thinks and does cleaning at Tet? How she uses HHC product?
80%
80% woman do cleaning by their owns
although they are so busy at Tet
Why?
She appreciates support from others
(husband, children…), but she believes
that only her can keep the home
looking at best
Why?
Home care is supposed the manor of
woman, which she’s so proud of. She is
uncompromising to bring back the
beauty of her masterwork
as the quote “Men makes house, woman makes home”
1 SKU
2 SKU
>3 SKU She normally uses 1 or 2 SKUs for
cleaning all the house despite many
kinds of stain on different surfaces. DWL
stands out as the most popular product
Why?
She thinks all HHC stuffs are the same
and provide the common result as
“cleaning”. So DWL fits all situation
* DWL: dish washing liquid
Why?
She doesn’t care about product,
actually she desires a superior cleaning
solution that help her do cleaning task
effectively

4. CONSUMER INSIGHT: My home is my masterwork
CONSUMER TRUTH:
The tension happens during
busy Tet holiday while woman
want to do cleaning by their
own but get limited support
from current HHC products she
uses
BRAND TRUTH
Cif is a powerful brand
helping restore the beauty of
human’s masterworks to their
sparkling beauty all over the
world. Now Cif comes to
Vietnamese home to bring
back the beauty of every
woman’s masterwork at Tet
CATEGORY TRUTH:
HHC includes multiples
products for different
cleaning purposes, making
ease to this task
“Despite busy days before
Tet, I want to do cleaning
by myself as the only way
to ensure restoring the
beauty to my home at
best. I desire a cleaning
solution that helps
accomplish this task
effectively”

5. Big Idea
Cif Completed Cleaning Solution
to bring back the beauty of every woman’s masterwork
Brand role:
Cif would create a completed
cleaning packages that help woman
bring back the shininess and restore
the beauty of their home at fingertips
Completed
Cleaning
Solution

6. Completed
Cleaning
Solution
__ The package __
With online cleaning
platform

7. The Model
Completed
Cleaning
Solution
Target consumer
Subscribe to Cif
Completed Cleaning
Solution website
or
Install app
Order the package
Get technique for different
cleaning needs
Refill product after the
first order
Get the cumulative
point to receive free
cleaning products
Benefit from this model
- Increase penetration for SSC
- Increase basket size
- Retain consumer loyalty

8. Deployment plan
Phase 1
Trigger the awareness
Phase 2
Launch Cif Completed
Cleaning Solution
Key message Home is Vietnamese woman’s
masterwork
Let Cif help bring back the
shininess and beauty to
woman’s masterwork
Key hook Viral clip “Woman’s
masterwork”
Viral clip “From Rio de janeiro
to your home”
Supporting tactics Social debate on Internet In-store activation
Promotion code on bottle
Communication message: Let Cif bring back the shininess and beauty
to every woman’s masterwork by Completed Cleaning Solution

9. Objective:
Catch attention and attract appreciation of target audience with the key message:
Home is woman’s masterwork
Key hook: Viral clip
Wow factors:
How female celebrities choose what is their most proud-of masterwork
Supporting tactics
Social debate on Internet
PHASE 1

10. Celebrity endorsement: Tang Thanh Ha, Thuy Hanh & their husband and children
Viral clip content brief:
How woman define the most proud-of masterwork:
- Not the successful acting career for Tang Thanh Ha or glamour in catwalk for
Thuy Hanh, their devoted effort to home and family is what they’re proud of
most
How their effort is appreciated by husband and family:
- Sharing and thank from their beloved husband and children
Social debate:
- Leading social debate by Trang Ha and Le Hoang
PHASE 1

11. Objective:
Launching Cif Completed Cleaning Solution
Engage the message: Cif CCS can bring back the shininess and beauty to your home,
your masterwork at fingertips
Key hook: Viral clip “From Rio de janeiro to your home”
Wow factors:
Inspired by what power Cif has to restore the beauty of human’s masterwork all over the
world
Supporting tactics
Activation in store
Promotion code on bottle
PHASE 2

12. PHASE 2
Viral clip: From Rio de janeiro to your home
Content brief
• Cif has go around the world the restore the beauty of human’s masterwork,
now it comes to your home, your own masterwork
• Introduce Cif Completed Cleaning Solution with such power
• Demonstrate how Cif help restore beauty of home at your fingertips
• Stimulus people to try Cif Completed Cleaning Solution
Supporting in-store activation:
Demonstrate the power of Cif Completed Cleaning Solution with different kinds
of stains
Promotion code on bottle:
Buy 1 package get promotion code with 100% winning chance

13. Completed
Cleaning
Solution
__ Thank you __