This document provides a holistic plan to make H&S Men the best shampoo choice for men in urban markets. It outlines strategies across multiple areas including brand proposition, communication, advertising, social media, in-store activation, and trade marketing. The plan aims to address key barriers like low brand awareness, visibility, and competitiveness by focusing first on trade strategies in urban areas and building brand awareness through digital and in-store activities. The goal is to increase H&S Men's market share over 1 year by improving distribution, visibility at points of sale, and driving growth through pack sizes and sales promotions.

1. ELITE DEVELOPMENT PROGRAM 4
ASSIGNMENT 0 Hieu An | Thai Hoang | Quynh Phuong | Minh Quang | Yen Anh
1.Market Performance
2.Define Problem
3.Target Consumer
4.Brand Propositon & Communication
5.Holistic Plan
6.Youtube Advertising
7.Social Media
8.In-store Activation
9.Trade Marketing
10.Executive Summary
11.Thank You
A G E N D A
A HOLISTIC PLAN TO MAKE H&S MEN THE BEST
SAMPOO CHOICE FOR MEN IN URBAN

2. MARKET
PERFORMANCE DRIVER: ANTI - DANDRUFF DRIVER: FRAGANCE
CLEAR MEN: “Top Performer”
Try to beat X-men, focus on
Brand building and Trade
X-MEN: “Real Men”
Market Leader, following
closely by Clear Men and
Romano
RAMUS: No Communication,
focus on Trade only
ROMANO: “Own the
Game”
H&S: “Choice of the champion”
No Communication for Men, No trade activity
NOT CLEAR IN FUNCTIONAL CLAIM à DEFINE CLEAR
PROPOSITION
29.7
3.0
22.5
35.6
3.6
4.4
100.0
29.3
1.8
25.3
32.1
2.2
7.1
100.0
0.0
20.0
40.0
60.0
80.0
100.0
120.0
ValueShare
13-Sep-15 11-Sep-16
Small volume and value
share, dropped critically
à Immediate action:
Tactics to stop losing share
THE APPROACH: MOVE FIRST & NOW BY TRADE &
DISTRIBUTION, FOLLOWING BY BRAND BUILDING IN
LONG TERM
20.4
1.0
24.6
36.9
12.9
1.4
100.0
24.9
0.0
27.0
32.0
12.1
2.3
100.0
0.0
20.0
40.0
60.0
80.0
100.0
120.0
Value-Share
13-Sep-15 11-Sep-16
Stop selling in rural
from 2016 to focus
on urban
FOCUS ON URBAN BY TRADE
Clear Men & Ramus - Key
player in Urban: Win by trade
New Route to Market:
Ecommerce
Source: Kanta World Panel

3. PROBLEM: KEY BARRIER FOR H&S MEN TO JOIN THE GAME
BRAND
TRADE
DISTRIBU
-TION
VISIBILITY &
AVAILABILITY:
Shoppers cannot see or
find H&S Men at stores.
LOW BRAND AWARENESS
ABOUT:
• Presence of H&S Men in
Men Hair Care category
• Difference between H&S
Men and H&S core
LOW COMPETITIVENESS:
No promotion & Gift that
makes competitors easily
win over
Raise Brand
Awareness
Win
shopper’s
choice
Increase
Visibility &
Availability
§ 1 TVC
§ Digital linked to
Ecommerce
§ Sampling and Store
Activation
§ MT & GT:
Continuous Gift
& Promotion
§ MT: Shopper
Advisor team
Build 80% Numeric
distribution in urban
Gain 25 % share
space on shelves
from ClearMen
ISSUE
LONG TERM: BRAND BUILDING (FUNCTIONAL & EMOTIONAL) - DRIVE
MEDIUM PACKSIZE - GO TO RURAL
Make 80% target audience
aware that “H&S Men is the
superior solution produced
specially for men dandruff
problem”.
GOAL
KEY STRATEGY/
CHANNEL
§ Competitive
promotion for retailers
and customers
§ GT: Move stock
forward by sachet
and display program
§ MT: Bottle display
and POSM
70% in MT and 50%
in GT effective
sales/ Total times of
product pickup
1-YEAR JOB TO BE DONE

4. TARGET
CONSUMER
Men (20 – 27 y/o)
Students and 1st jobber
who are leaving far from
home in 6 Key cities;
Eager to try new things,
dare to change, seek
for adventures and
challenges;
Suffer from dandruff;
dedicated AD shampoo
user;
Shop for personal care
products by themselves;
Target Consumer = Target Audience = Business Target
IN SIG HT
The feeling of inferiority in
appearance caused by
visible dandruff make me
too shy to try new
experience.
BRAND TRUTH
CATEGORY TRUTH
Superior AD solution, prolong
dandruff-free period up to 72 hours
Dandruff is only cleared
temporarily and causes
visibly white spots on hair
and shoulders.
CONSUMER TRUTH
As young person, I seek for new experience but the feeling of inferiority
in appearance caused by dandruff makes me too shy to try.

5. BRAND
PROPOSITION &
COMMUNICATION
BRAND IDEA
ACTUALIZE MEN’S WISHFUL EXPERIENCE
BRAND
COMMUNICATION IDEA
Free from dandruff, free in experience
(Tiễn biệt gàu, thỏa sức trải nghiệm)
ACTIVATION
Platform: Wishful experience
Idea: Free experience in 72-hour
dandruff-free
PROPOSITION
Superior anti dandruff solution to make
men free to experience

6. HOLISTIC PLAN
Vir a l c l ip on y out ub e
On – g oin g fa n p a g e & “72-h our Ch a l l en g e” R ea l it y Sh ow
I n -s t or e A c t iva t ion
On g oin g Tr a d e Pr omot ion
6 M ON THS 12 M ON THS

7. YOUTUBE ADVERTISING
S T O R Y L I N E
WHAT’S YOUR
WISHFUL EXPERIENCE?
I U SED TO TH I NK TH AT
WHY HAVEN’T YOU TAKEN
ACTION YET?
I U SED TO TH I NK TH AT
I T’S NOT BECA U SE MY A BI LI TY NOR MY D ESI RE
I T’S A BOU T MY A PPEA RA NCE TH A T MAK E MESH Y
DON’T LET SUCH A SMALL
IMPERFECTION LIKE A BEADS OF
DANDRUFF DISCOURAGE YOU
FROM HAVING NEW EXPERIENCE
Register on hnsmen.com and share
your wishful experience. H&S will
help you actualize them!
BANNER
IN-STREAM
IN-DISPLAY
Objective: to educate functional benefit of H&S Men
TIỄN BIỆT GÀU, THOẢ SỨC TRẢI NGHIỆM
72 GIỜ THOẢ TRẢI NGHIỆM
TIỄN BIỆT G ÀU, THOẢ SỨC TRẢI N G HIỆM
72 G I Ờ TH OẢ TRẢ I NGH I ỆM
H & S

8. SOCIAL MEDIA
PRODUCT TAG
FANPAGE H&S MEN FANPAGE H&S AND
OTHER PAGES
E-COMMERCE
Showcase moments of
wishful experience:
clip recap from 72hrs
challenge reality show
CLIP RECAP
Theme: Wishful Exxperience
Content: Recap from “72-hour Challenge” Reality Show
Brand Endorsement: Within 72 hours, brand will help
men actualize their wishes

9. IN-STORE
ACTIVATION
FIX BOOTH: Shopper will have
chance to enjoy their experiences
when they’re carefree about
dandruff through virtual glasses. They
can enjoy the feeling of dancing
without shy, wearing dark-color
shirts… in their virtual world
H&S MEN GATE IN-STORE
72 HOURS – TIỄN BIỆT GÀU, THOẢ SỨC TRẢI
NGHIỆM

10. 12.9
1.0
10.2
17.0
2.6
3.9
35.2
11.2
0.6
9.8
13.0
1.8
4.5
31.4
0.0
10.0
20.0
30.0
40.0
Penetration%-Actual
13-Sep-15 11-Sep-16
Sampling by
Pack Sachet 2.3
1.9
3.0
3.8
8.0
1.5
4.3
2.3
1.5
3.3
3.3
7.9
1.5
3.9
0.0
2.0
4.0
6.0
8.0
10.0
Frequency-ActualYron
Yr
13-Sep-15 11-Sep-16
Consumers buy
big pack
50.96
79.92
37.61
28.66
8.95
38.87
33.55
55.92
99.86
39.14
37.36
7.67
50.45
40.13
0.00
20.00
40.00
60.00
80.00
100.00
SpendperTrip(000VND)-Actual
13-Sep-15 11-Sep-16
DRIVE GROWTH BY 2 PACK SIZE: SACHET & BOTTLE 650G
Focus on gain share by
direct competing strategies
H&S Men has
Low
penetration
Total Men has
significantly higher
penetration than H&S
Men
Low frequency,
high volume and
spend per trip
Grow by Pack Size 650g

11. TOTAL FIT TO WIN
ACTIVATION, CONSUMER PROMOTION
& DISPLAY PROGRAM
77% of hair shoppers decide in-store => focus on TRADE +
IN-STORE ACTIVATION to drive sale
Through Male-shopper
journey… Display massive
sachet and 10
650g bottle faces
Main shelf
Key Island display
Gate
TV Frame display
Wobbler
Many products +
un-organized shelves
→ self-confusing
→ We need to DISPLAY
H&S Men catchily to
draw male-shopper
attention
GT
MT

12. Various choices for
male shampoo
Win consumer’s
choice
60% products chosen
thanks to shopper advisor
MT
GT
Increase shopper advisors
In MT
70 % products
chosen thanks to
promotion
Clear, Xmen, Romano has more
than 3 options for consumer =>
Increase portfolio to compete
with them
ADD 1 FRAGRANCE VARIANT
4
.
Sales
Promotion
+
- Buy 1 sachet 12 packs get 2 free packs
(Sachet 14 packs)
- Buy big pack H&S Men + Gillett
- Buy 1 combo bottle
H&S Men + H&S Core with
20% discount

13. BARRIERS FOR H&S TO GROW
Low Brand
Awareness
Low product visibility
and availability at
POS
Low competitiveness
at POS with minor
share
Focus first on Urban with trade strategy for now, brand building for future
Build brand awareness by Digital and Instore Activation
Build offtake and brand visibility by promotion and display program
BRAND
COMMUNICATION IDEA
Free from dandruff, free
in experience (Tiễn biệt
gàu, thỏa sức trải
nghiệm)
H&S Men: the Superior anti
dandruff solution to make men
free to experience
EXECUTIVE
SUMMERY

14. THANK YOU