Title GIVEAWAY | PANASONIC PACKAGE | Bài làm nhóm thí sinh Hải Tuấn - Tâm Uyên (2023) ✅

EXECUTIVE SUMMARY Within Oral Irrigator Competition, we prove the security place of Top-of-mind and features, Our job is develope the market and increase penetration of oral irrigator To-win Strategy #1. By capitalizing on its market leader status, Panasonic can reframe these limitations as a strategic entry point to navigate evolving landscape of oral irigator #2. This strategy not only drive Panasonic's market expansion but also empowers the brand to establish new oral health practices for the category We target core group wih Gum-sensitivity and High oral care concern level Age: 25 - 40 years old Gender: Both Location: Urban Income: Middle to Upper-middle class Psychology: Have concern for any hygiene solutions that are easy to make their gum irritated Behaviour: Spend more on high-quality items that promise lasting value and functionality, especially those related to health and well-being Engaging in a variety of self-care practices, demonstrating the commitment to a healthier lifestyle First-time users , non-category user Sức mạnh công nghệ từ nước Không để bạn phải đau Positioning Product Value Proposition Brand Campaign High-quailty performance water flosser with transformative technology Tăm nước Panasonic Làm sạch thông minh, không làm đau răng Key Message. Tăm nước Panasonic là một sản phẩm chăm sóc răng miệng cao cấp với công nghệ sóng siêu âm giúp biến nước bình thường thành dạng sóng âm để làm sạch hiệu quả hơn. Sản phẩm này có thể làm sạch và gỡ bỏ cả những nguy cơ không thấy như nước áp lực cao có thể gây hỏng lợi hoặc đau rát Brand Positioning D2C Strategy Key Incentives Referral program: Program for current consumers on website to receive discount voucher when referring their friends or family to our website Appliance subscription: Offer a subscription option where customers can receive 5% discount when purchasing products of other categories on our own website Protective subscription: Offer a subscription option where customers receive replacement nozzles and oral care products at regular intervals. Loyalty program: Accummulate reward points for each order on website to redeem for small customized gift on special occasion Bank Collaboration for payment: Exclusive voucher/discount for current user of partnered bank when making transaction on EC website Create community to tap into path-to-purchase of consumer from the beginning, utilizing Affiliate Model 1
Willing to pay higher for 2.36% ANALYSIS STRATEGY RE-BRAND SOLUTION D2C SOLUTION FULL YEAR PLAN Although oral care is witnessed to grow year-over-year, Panasonic ' s oral irrigator is slowing down In Vietnam, oral care industry is seen to have booming growth and promises to continue developing in the next years Besides, Vietnamese people are showing their willingness to pay higher for oral care products (Premiumization trend impacts almost categories in personal care industry) 1 With CAGR (2023 - 2028) 2.19% Source: Statista, 2023 2 Cosmetics Oral Care Body Care 43% 37% 36% However, Panasonic's oral irrigators volume sale growth has stagnant in FY 2022, even when Panasonic has captured premiumization trend through premium offerings 3 From the brief, we could determine the issues coming from: (1) Being top-of-mind brand on search engine but sale conversion ratio is decreasing vs YA (2) ODM from China are flooding EC platform, taking more revenue from premium products Source: Vietnam NielsenIQ Consumer Outlook, 2022 But are they actually the core issues? 2
Mainstream segment Premium segment H2OFloss Lock&Lock Phillips Water mode and nozzle are the only RTBs to demonstrate features Own unique technology to demonstrate product features Panasonic Oral-B ANALYSIS STRATEGY RE-BRAND SOLUTION D2C SOLUTION FULL YEAR PLAN Low tier products are taking revenue from premium products on EC due to the trap in consumer recognition CHALLENGE 1 Consumer can not recognize the difference between cheap-price product and high-price product. They think their current unmet need can be easily served by the cheap-price product because all of brands in the industry are offering the same function with diversified RTBs Oral Irrigator Product USP Communi -cation 360-degrees nozzle, eliminating bacteria in hidden corners Various modes of water pressure Oxyjet technology: enriches the water with micro-fine bubble airs for enhanced cleaning action Ultrasonic technology: The bubbles burst and generate shock waves flushes away food debris on the surface of teeth Triple burst technology: Creates a high-pressure water jet for cleaning but still quiet Brand communication through large scale campaign is notinvested (The activities that all brands focus on to create awareness from consumers are only around social posts or review/recommendation from KOLs/KOCs) Almost all brands use the common benefits of water floss to convince consumers. Although, not all brands really have strong enough RTBs to prove those rational benefits, brands in the premium segment have not yet highlighted their technological strengths. 3
50% 10% ANALYSIS STRATEGY RE-BRAND SOLUTION D2C SOLUTION FULL YEAR PLAN Moreover, Panasonic has not yet utilized the opportunities of EC own distribution channel CHALLENGE 3 Own EC channel - even having the most potential to build engagement with customer and leverage their WOM as our loyal customer to recruit new users - are unexplored and unutilized On online channel, Panasonic's Oral Care is mainly capturing Ecommerce platform only Meanwhile, Own Ecommerce channel is also potentialto optimize sales but still not developed Case study from competitor: Maxcare (one of top 3 sellers in the industry) via their own EC channels via EC platforms 68% online shopper in the age of 25-34 prefer to directly purchase products from brand own website Moreover Source: Global-e, 2022 What consumer needs when purchasing oral care product Product advice from expertise Post-service after purchase Always-on customer service center How brand own website can help them PANASONIC 4