UFLL 2015 Finale - ScholarCif
- 2. Agenda • Insight Identification • Big Idea – Disruptive Business Model • Idea Description • How Cif benefits from this model • Deployment Plan • Marketing Communication Plan • Trade Channel Plan
- 4. Target Consumer • - Urban housewives aged 25-45 • - Medium to high living standard • - Looking for a result that justifies the effort she put in keeping her home looking the best.
- 5. “Using the dishwashing liquid is clean enough for me” Why non-user don’t use Cif
- 6. FUNCTIONAL There are a lot cleaning products with different functions in the market. It makes me confused & tend to stick to the “safety choice”: familiar products that solve my basic problems. EMOTIONAL As a modern women, I always want to excel in all aspects of life. Cleaning home plays an important role in my family life, but the busy social life make it difficult for me to do it easily. I need a superior solution for cleaning home effectively. I don’t care much about product, I actually care about the solution.
- 11. How Cif benefits from this model ? • Clarification on functions • Educate consumers • Increase penetration
- 14. CHANNELS STAGE 1 Trigger Awareness Awake the hidden desire of women to excel in every aspect of their life. STAGE 2 Launch the “Modern Woman Kit” Let “Modern Woman Kit” help women to do their best in even the smallest things. Social Network (Facebook, Youtube) - KOL raise controversial opinion about the concept of a modern woman. - Public Debate Series of 3-5 Youtube videos Media Leverage the conversation TVC Shorten the videos OOH Build the image of the new solution as an assistant and representative of women in a complex and busy life.In-store
- 15. Trigger Awareness SOCIAL NETWORKS KOLs raise controversia opinions about the concept of a modern woman -> Open the public debates. MEDIA Leverage the conversation between parties with different opinions about modern women. Trang Hạ Lê Hoàng
- 16. Launch the “Modern Woman Kit” SOCIAL NETWORK A series of 3-5-minute videos, portraying different characteristics of women, thus showing the profound understanding of the “Modern Woman Kit” to women and how it will successfully support them. TVC Shorten the viral video to a 30-second TVC version. Demonstrate how “Modern Woman Kit” not only support but also represent women’s characteristics in modern life.
- 17. Launch the “Modern Woman Kit” OOH + INSTORE VISIBILITY Build the image of the new solution as an assistant and representative of women in a complex and busy life.
- 19. FUNDAMENTAL CHANNELS • Main Trip Channel (Hypermarket, Supermarket) • Partnership
- 20. MAIN TRIP CHANNEL BIG IDEA A gift from Cif to woman that provide them a superior solution for cleaning home - Primary Placement - Secondary Placement - Message Tag - Activation
- 21. Primary Placement • Cif gifting corner • Display MWK in 4 collections represent 4 personalities of modern woman on 3D picture background
- 23. Activation
- 24. PARTNERSHIP