Title EXCLUSIVE PACKAGE | P/S PACKAGE | Bài làm team HẠT NHÀI ƠI | Thí sinh Lương Thị Phương Hoa & Phạm Ngô Diễm Quỳnh.pdf ✅

6-MONTH MARKETING PLAN Focus on ATL: Digital Video: DAILY “AWARD” HABIT Focus on Ecom & BTL Teeth Exhibition: CHECK VAR PLAGUE Focus on Trade & Sales EXCLUSIVE MEGA LIVESTREAM AWARE (1 month) ENGAGEMENT (3.5 months) CONVERSION (1.5 months) WIN IN PROPOSITION WIN IN PRODUCT WIN IN PLACE WIN IN PACKAGING WIN IN PROMOTION Reshape “Chuyên gia sóng âm đánh bay mảng bám sau 1 lần chải” Launching app connected with E-Toothbrush MT: Opening pop - up store in key cities Ecom (purchase): Stock availability Box design: Emphasing “Loại bỏ mảng bám” beside “Sạch vượt trội” The very first trial experience activity in the category Toothbrush case for easy - to - go OOH advertising for brand awareness POSM investment Hanger for convenience Ecom mega livestream The Young (22-35), Tech Savvy Fast- immediate efficiency Seeker for dental hygiene concern BIG IDEA Short-term plan: follow China market, focus Starter Kit Long-term plan: mix with The US market, focus Replacement Heads EEXXEECCUUTTIIVVEE SSUUMMMMAARRYY TARGET AUDIENCE WHERE TO PLAY INSIGHT VIETNAM MARKET FORECAST HOW TO PLAY Key message Upgrade the Toothbrush, reward your cleanliness Nâng đều nhịp chải, sạch bóng trao tay When I grew up, my teeth-brushing habits have evolved, cleaning ability is my top priority. As skincare, I seek an oral hygiene product that sanitize effectively, giving me a feeling of SPOTLESS CLEALINESS (SẠCH KIN KÍT) However, I can not find this upgraded experience with a manual toothbrush, and still have issues with plaque Recruit new SOG - spotless-effectiveness seekers by P/S Sonic Expert with an affordable price and distribute on Ecom (for purchase) & MT channel (for trial) collaboration, follow to China market in short-term & mix The US in the long term DDAAIILLYY ““AAWWAARRDD”” HHAABBIITT
MARKET ANALYSIS people who do not use electric toothbrush have periodontal disease (**) 11.3% for people who use electric wh toothbrush every day (**) ile it’s only 35M € market size (*) 54.9% 25% significant growth year - over - year (*) A responsible role for any leader brand to reshape this category by increasing the penetration rate. Market Overview Where to play Innovative Strategies Customer Understanding Creative Idea Marketing Plan Despite high potential growth and evidence of the effectiveness in using electric toothbrushes in the Vietnam oral care market, the penetration rate is still low at 5% (*)... HOWEVER, THIS CATEGORY STILL HAS LOW PENETRATION RATE Hardly affordable for low, middle - income family (***) Slow adoption rate due to... To educate those who even do not know the appearance of electric toothbrush in oral health care Mostly 500,000 - 800,000 then there is a need... To re - educate against those who have misunderstanding about electric toothbrush Source (*): Statista Report (**): Euromonitor Report (***): Case stury DOUBLE-DIGIT GROWTH E -TOOTHBRUSH CATEGORY NOT TOO MUCH PEOPLE USE E-TOOTHBRUSH TO PROTECT ORAL HEALTH “Electric toothbrush is too strong for teeth “Tech is hardly used and afraid of risk (electric shock, quickly damage,...)” “Dont really believe of electric toothbrush benefits” Expensive for PRICE - CONSCIOUS CUSTOMERS and even HIGHHER!
Fittable room for market leader Longer battery life A variety of customized brush heads Additional advanced technologies (app connection,...) Higher vibration frequencies Better battery life (20 - 30 days/charge)" Market Overview Where to play Innovative Strategies Customer Understanding Creative Idea Marketing Plan Besides, the market witnessed the blooming of E-commerce and other opportunities from customer trends to grow in the E-Toothbrush category Increasing awareness of oral health & hygiene The adults are the potential growth of E-Toothbrush and prefer Starter Kit: Using it for the first time Have no awareness for replacement heads/ habits for replacement Non-users outweigh the current users Mainstream Economic Premium Limited cleaning modes ( 2 - 3 Mostly oscillation Basic design (white/black) No advanced features (timer,...) Source (*): Euromonitor (*): Youthnet.media (***): Case study MARKET ANALYSIS Focus on YOUNG ADULT in the MAINSTREAM segment, with STARTER KIT & highlight FUNCTIONAL ENHANCEMENT Starter Kit is the best for new adult users About E-Toothbrush Category & its offerings (***) 1 Cleaning efficiency compared to traditional toothbrush 2 3 Dental professionals' recommendations Customers prioritise concern in functional features of E-Toothbrush (**) WINNING SPACE