The document discusses strategies to increase Gillette's market share in Vietnam. It analyzes consumer segments and identifies "often clean-shaven" men as the primary target. The strategy is to position Gillette as making men "always ready" to seize opportunities by being cleanly shaven. A three phase execution plan includes (1) TV ads showing men getting opportunities after shaving, (2) a mobile app and reminders, and (3) an event to introduce a "new ready men generation" and distribute new Gillette razors. Trade marketing tactics are also mentioned. The overall aim is to increase shaving frequency among Vietnamese men from 1.9 to 3 times per week to boost Gillette's profits by 57%.

1. THANH AN – PHONG LÊ – VĂN HIỂN – THANH VY

2. CHALLENGE
What
Vietnam market’s consumption has had underexpected revenue
Objective: Achiecing 20% profitable business growth
Why
Vietnamese men’s shaving ratio is low 1.9 times/week, compared to 4.5
time/week of western men -> low consumption of shaving tool kits
How to solve?
Increase shaving ratio per week of
men
increase
frequency
Add function of shaving for women - if we
communicate publicly, it will affect the brand of
men of Gillete
Expand market to men who
is growing their beard
Just 7% VN men love beard ->
small market -> do not choose
1
3
4
2 Increase value for each purchase -
encourage buying system instead of
disposable
increase frequency from
1.9 -> 3, Total profit
increase ~ 57%
20% user super thin II -> vector:
total profit increase 2%,
Super thin II -> mach 3, total profit
increase 9%

3. CONSUMER UNDERSTANDING
havedfrequency
Self - conscious
SEGMENTATION
Segment size: 7% Segment size: 18% Segment size: 15% Segment size: 60%
Segment Demographic
Profiling:
- Carrier: Artist, Actor or
have artistic soul.
- Income: AB+
- Live in urban
- Current perception about
their beard: Purposeful raise
their own impressive beard
style to get the manly and
attractive appearance.
- Current usage: Take care
their beard carefully. Use
special type of razor to shave
and design their beard.
Segment Demographic
Profiling:
- Carrier: Local bank
employee, business
manager…Carrier driven
- Income: AB+
- Live in urban
- Current perception about
their beard: Do not raise
bread. Confident about their
appearance
- Current usage: Usually
shave their beard to have the
good – looking and attractive
face. Use special type of razor
to shave and design their beard.
Segment Demographic
Profiling:
- Carrier: employee,
business men, university
student, officer, owner at
home
- Income: BC+
- Live in urban
- Current perception about
their beard: Are not so
confident about but do care
about their facial appearance.
Do not aware exactly how
bad their bear are. Current
usage:. Shave 2 time/ week.
Just shave when they find it
so bad in the mirror or other
give feedback about their
beard.
Segment Demographic
Profiling:
- Carrier: Farmer, fisherman
- Income: BCD
- Live in rural
- Current perception about
their beard: Do not care so
much about appearance.
- Current usage: Sometime
shave beard
>> WE CHOOSE OFTEN CLEAN-
SHAVEN FOR THE TARGET
CONSUMER AND THE
CONFIDENT TO BE THE
SECONDARY CONSUMER.
B
C
D
A
Never clean-shaven Always clean-shaven Often clean-shaven Rarely clean-shaven

4. STRATEGY
Find the need/want/desire of
customers and resolve
Outcome
Increase frequency

5. CONSUMER UNDERSTANDING
FACT
He has a occasional shaving habit. But, incident shaving
happens when an event comes
He wants to make sure 100% about the facial
hair matter
He is afraid of being misjudged by the others. Because men with facial hair
matter are easily misjudged of being untidy/unkind or not gentle men -> can
lead to failure of accessing the opportunity
They appreciate every opportunity. That’s why they dont want facial
matter can prevent them from accessing the opportunity.

6. CONSUMER UNDERSTANDING
“I appreciate the opportunity, I want to seize opportunity
anytime it comes. I dont want being not confident in my
appreance prevents me from readily taking this
opportunity.”
CUSTOMER INSIGHT
Show them opportunity
comes to them anytime.
So be ready all time.
STRATEGY
Guadiant for accessing
the opportunity
BRAND ROLE

7. Ready for opportunity
TAGLINE
“Be always ready!”
BIG IDEA

8. EXECUTION PLAN
Phase 1: Don't let a little beard make you hesitate to embrace the opportunity
Key hook : TVC
Seri film about a person when, they confidently embrace the opportunity after shaving
#1 Opportunity to be model/actor
During a casting, director looking for 1 person to the role of the action. The Assistant had
brought to a person but looked not clean with beard hirsute
Johnny Tri Nguyen-an amateur actor, going through saw one robber but is actually in the
script.
he immediately arrest robber and acts as a professional actor
Johnny Trí nguyễn- with the appearance of attraction, beard shaved clean- was paying
attention. and the director gave him the opportunity to become main actors
#2 Office opportunity
In a presentation of the ceo and partner. However near-presentations, CEO phoned suddenly
Hứa Vĩ Văn had the unexpected can not come and ask him to brief the partners.
Hứa Vĩ Văn cheerful received the opportunity because he knows that he is always ready
#3Dating opportunity
After shave JVevermindconfidently flirted with the girl, after one time he was considered old,
not clean when to whiskers
Channels: Youtube, TV, Facebook

9. EXECUTION PLAN
Phase 2: “Be always ready!”
Key hook : App on IOS, Android, Window phone
(1) App “Tôi luôn sẵn sàng” - change Facebook
profile picture
(2) Auto- reminding “are you ready for today?” on
mobile screen every morning
Channels : Website, facebook

10. EXECUTION PLAN
Phase 3: AMPLIFY - “Be always ready! A NEW READY MEN
GENERATION”Key hook : Event
Supporting tactics : Pr, Seeding
Event: “Be always ready ! A NEW READY MEN GENERATION”
• Bring current Gillete as an entrance ticket -> recieve a new one - same type.
At the festival participants, each person carrying razors current was changed razors new. At booth razor
change. There are inscriptions: “it’s time to change a new Gillette to seize the opportunity”
• Gaming: Join the challenge "Cạo râu cùng người mẫu"
Here, the male will be a model of Gillette shave, provided that the model will be blindfolded
"Clean shaven" is considered the ticket to attend the Event Party then
• Evening Party with KOL, Businessmen, Models.

11. TRADE MARKETING

12. THANK YOU