MAKE CLEAR MEN BECOME THE NO.1 MEN SHAMPOO IN VIETNAM tie OnE aera cea ene ee fo} THE PROBLEM OBJECTIVES Py il ° Business Objectives rir OU Ue ea eo aeMarketing Objectives Peet Toner ee eee eet ee Ed rare ee) COU eRe (ra aha reece eee aac) CHALLENGE OVERVIEW CP Cue ue td GEN Z Vietnam will rise to 15 W] ce Re Reed CTPA ET) 4 let eae ee RAGA eee ele Tete) os D> yi Reece gee ond ata a) ara Ree une ees ee ey Ce en enc one those with attractive scents and used alternately. But. Ce Meee reed eet te eur eee cud OC ue eS ce See eee at See ee ed eae cd are better for their problemTaal Perit aa aa eee Those who may not be picky in choosing products, they Sede en kamen Se eye éducts purchased by their mother, their girifriend or eee! vu hae 1 es) oan yA fo) CeO ae Rh Or aU re eee eee Ty Domne es PO un ery ema etsy SOR RS ncn ane Td too strong for their scalp and that can result shampoo brands. Because they don't have any Sm ek og ets specific needs therefore they just don't care. ees) % Pee eed THE TARGET AUDIENCE THE STEREOTYPE BREAKERS BEHAVIORS Dees nce ey Peg ee eRe mei Cee ee en at ett They don't have a specific need or problem with their hair and Ce kn ie ; x They explore the world of a grown man through friends, family, S Ee ee Their interests: gaming, sports, technology, etc. 7 \ D y Praag As becoming more mature boys with more selfchoices, they Z palegai oie ip elie ee ee ae ee ee ee IK They want to express and explore their identities, yet they are ene eel De ee gee eeeoe l-ee seal ee acne oy about the "standard" man: They must ER eRe er rca4 eee eee acs CeO Cae) Pee eee ay SL ee ny OO gC mea ees THE STRATEGY PURE OSIE c CU: CCE ena) Pee eC Cur uC R ty aL oa V a We show them that the “ideal man” shouldn't be framed eau ren CN Aaa ee Uy for the type of man they want to be and win the world. THE CONCEPT TSErat “What should an ideal man look like?” SOc nce ers Cee tee ees Meanwhile, Clear Men with the outstanding anti-dandruff feature will be a reliable Pe tee ae ee ees KEY MESSAGE: ‘An ideal man is a man fighting for the ideals regardless of his i “Théch thitc ngogi hinh, hét minh vi ly tung” (Challenging appearance, delicate to the ideals) THE PLATFORM «Easily to approach the target audience: MOBA games are the, na ee Ss ec ea ed ed Cea nerd Pe me Mee oe DO Se Ca ae ee eco with the proper target audience. eke eae ek a Ce eee! ee eae uu o nay Dee ne eee ey Pee ee eae Dee eae ae cree v PHASE 1: TRIGGERING (— ea fe] Key Hook: Anonymous donation for gaming streamers Oe ieee COG ae Ce ee ee ed the same question: "Within 5 seconds, please think about an idea! man and describe them in a few words". Then, Peer eae eee neeed Cet ee ee ee cca) ae cur eC rae ls) 1 Key Hook: MV Rap “The Ideal Man” ° BU a eR CML Lee DU ee es ea Sc My Pee Sena eee ER ur ee RUS Sc fashion style, which is different from most Ce es Each guy represents different masculine De eee eng Pe Rae ota res Together, they affirm a message: “An ‘ideal man is a man fighting for the ideals regardless of his images”. ay‘The story of young players with different appearance: Cit Ae ce ee eS Ss ce ee Pee ee CAC I Ree oe Rad highest achievements and representing Vietnam in De a es rl RT a cad Bert seed eR Cer Ee ete Bey PHASE 3: INFORMING o > ps Ct ee Une CCR URC ec) DecayDOR rere ead ee ead eerie ea ec a . oe Eee ey a CC a cS Se oe ao If skill: "Thanks for believing that my skill can help you. SR eck Seed ea een Cc Neer eae Ce ad ee aed ee eee ee a See eed eRe a EN Re Sen ea en ee ce AS un ee Aco feu ee Ue OR oy a) v3 ae ee ayy > jie Pali a Sea Cun oe) ACE Ba a une aeeesret Cir es Be eg ga ae Lue Supporting Tactics EXO AMINED aR Cas est Ee rote a) Nem Leu Ream sea ee Cs Cs > OOH Use billboards in crowded places, ee TI ole Ea Na MELEE Pea ence Ca ee eo Théch thie ngogi hinh, hét minh vi ly tuéng eee a ae a se ML a Sena Ure egTMI oor Pry pened Pes Ee prt panes) mel ee) Ce ee a eee ey om eee porte ed eo) oe) Captre the otetion ofthe torge eudiece Te Peete tetas THE BUDGET rt