Tiêu đề CMO T&A 2025 | ROUND 1.2 | BRIEF 18.pdf ✅

category .opportunity Source: Q&Me, 2016 Snipp, 2022 McKinsey, 2018 Nielsen Việt Nam, 2018 Data provided by brand brief Scribd, 2022, with N=265 stores The fact that most Gen Z customers today are not loyal to any toothbrush brand opens up a potential opportunity for CLOSEUP PRECISION CLEAN to capture... Category's key opportunity is: To recruit Gen Z who aren’t loyal to any toothbrush brand and their purchase decisions based on standout designs catching their eye at shelf Gen Z tends to make personal care purchase decisions right at the shelf in MT channels, meaning their buying decisions happen right at the shelf 55% Most Gen Z consumers are not yet loyal to any particular toothbrush brand... Most Gen Z consumers prioritize toothbrushes with eye- catching designs that match their personal style at the shelf rather than making their choices based on brand salience... 62% Gen Z will consider alternative options even when they have a preferred brand Gen Z tends to remain loyal to 25% a single brand over time Instore unplanned purchase decisions are made spontaneously on the shopping trip when reminded by POSM or Activations 95% Consumers cannot recall the Toothbrush communication/branded engagement facing them. 90% category opportunity

Angled and extended bristles target to clean hard-to-reach areas effectively. Reminder to replace brush heads when bristles change color over time. point of Parity Difference point of There are still many competitor's gaps in functionality and packaging that CLOSEUP should close to compete with superiority... Eye-catching packaging with unique and attractive designs is increasingly popular with Vietnamese consumers... competitor's gaps in functionality competitor's gaps in packaging competitor .analysis Flexible handle, ideal for sensitive teeth. Multiple added features such as a tongue cleaner, bristles infused with charcoal, baking soda, Ag+, and more. Curved bristle for effective gum protection. Both meet consumers' basic demand with clean, soft bristles, gum care function. Competitor packaging is not yet attractive & compelling enough to drive instore purchase decisions In contrast to functional benefits, smooth brushing experience is a whitespace that competitors haven't tap into 81% Consumers admit to trying new products because they are attracted by standout packaging designs. However, competitors have not caught up with design preferences and the preference for eye-catching & attractive packaging among Vietnamese consumers. Why do their packaging look so similar? Should I just pick one? Consumers are indifferent in terms of toothbrush choices, mainly choosing based on design preference & 80% price/promotion. Source: Nielsen, 2018 Data provided by brand brief
CATEGORY OPPORTUNITY Category's key opportunity is: To recruit Gen Z who aren’t loyal to any toothbrush brand & their purchase decisions based on standout designs catching their eye at shelf COMPETITOR'S GAPS In contrast to functional benefits, smooth brushing experience is a whitespace that competitors haven't tap into CLOSEUP's competitors' packaging is not yet attractive & compelling enough to drive instore purchase decisions CLOSEUP THREATS WINNING STRATEGY RECRUIT LIGHT COMPETITOR USERS BY: (1) Developing a strong brand proposition to leverage the product's RTB (2) Renovating packaging to better capture attention and attract impulse purchases at the shelf Crafting the Winning Strategy from stated I&O & Competitor Analysis... to-win .strategy Brand salience of CLOSEUP toothbrushes remains low BRAND ISSUE CLOSEUP CHALLENGES QUESTION: How can we develop a brand proposition strong enough to leverage the product’s RTB? j CLOSEUP TASK According to Telos, Gen Z only looks at a product for ~8 seconds, so packaging must be both eye-catching & transparent to keep them interested COMPLICATION: Renovate packaging to better capture attention & attract impulse purchases at the shelf CLOSEUP THREAT HOWEVER, the root cause is brand have not yet build a strong clear brand proposition enough