Individual Assignment - Chu Minh Thông

2. Build a disruptive business model to shine
1 mil Vietnamese houses with CIF
TET IS A GOLDEN CHANCE
16
25
65
0
20
40
60
80
Floor
Cleaner
BC/TC SSC
Among 100 SSC
buyers at Tet periods,
65% consumers
buy SSC at first time

3. • Urban house wives
• 25–45 years old
• Medium to high living standard
• Confident
• Uncompromising

4. Since I don’t know about the benefit of small surface
cleaning product, cleaning my house, especially at Tet, is
really a nightmare. Sometimes, I want to hire house cleaners
but I’m not so sure about its safety.
Daily day
Tết
60% Vietnamese
do not aware of the benefit of
SSC (Unilever)
Consumers associate CIF with tough stain
removal. In their daily life, they use water or
dishwashing liquid in cleaning their houses,
which takes a lot of time and effort.
This becomes a nightmare when it comes
to cleaning a huge area like cleaning their
houses at Tet.
40% Vietnamese
Using cleaning services at Tet
17% of those services
Are simple tasks like cleaning rooms,
kitchen and toilet
(W&S Research, 2013)
This is a new trend recently.
However, the greatest barriers of hiring
cleaning services is the safety
guarantee.
Insight

5. Students
Every years, many students look for a part-time
job at Tet to earn money for a ticket to come
home.
Sadly, many of them were cheated and lost their
money.
http://goo.gl/qNPfSo
WHY DON’T WE CONNECT HOUSEWIFE AND STUDENTS?
The demand for cleaning services at Tet is very high and there’s not enough suppliers, though
http://goo.gl/gKCRor

6. BRAND ROLE
Cùng Cif đón tết
Quẳng hết gánh lo
Vui cho sum vầy
NHÀ SẠCH ĐÓN TẾT
SẺ CHIA SUM VẦY
KEY HOOK
CIF-CARE APP
It’s “Uber” for
house cleaning
which connects
housewife and
students recruited
by CIF
CIF’s promise is “Make the world a better place”.With this big
idea, CIF doesn’t just clean houses, cities.. to make them better
places but also brings the better life for the people live there.

7. COST STRUCTURE
• Salaries to staffs
• Training cost
• Marketing cost
REVENUE STREAMS
• CIF sales
• Gain from additional services
KEY
ACTIVITIES
• Hiring
students
• Customer
support
• Marketing
• Product
development
VALUE
PROPOSITION
HOUSEWIFE:
• Easy & fast
way to clean
their houses
• Enable them
to do good
things at Tet
STUDENTS:
• Good part-
time job.
• Enable them
to have a
fullest Tet
CUSTOMER
SEGMENTS
HOUSEWIFE:
• Urban
• 25-45 yo
• Sec AB
• Feel tired with
cleaning at
Tet
STUDENTS:
• Study at
urban
universities
• Want to earn
money at Tet
KEY
PARTNERS
• Students
• Payment
Processors
• Map API
providers
• Homecare
Co., Ltd
KEY
RESOURCES
• App
• CIF
• Students
CUSTOMER
RELATIONSHIP
• Social media
• Customer
support
• Review, rating
& Feedback
system
CHANNELS
• Websites
• Android App
• iOS App
CIF-CARE
BUSINESS MODEL CANVAS
PLAN
Step 1: Recruit student from
universities, they also receive
ticket to come home at this step
Step 2: Send them to Homecare
in a short course about cleaning
Step 3: Launching CIF-CARE app
on iOS, Android and website
Step 4: Housewife using the app
and pay with:
• Code on CIF bottle (1 codes
for one room cleaned)
• Money (30k/hour via
nganluong.vn)
Step 5: Staffs come and clean
their houses with CIF, shows them
the effectiveness of CIF to
encourage them to use CIF in
their daily life

9. CARE
TVC
The clip shows the fact that women have to do really hard works at Tet, especially in cleaning
their houses. It also shows that many students were cheated in Tet while finding their part-time
job to earn money for coming home. At the end, the clip introduce CIF-CARE and invite
housewife to use it as well as buy CIF to get huge discount in the app (1 CIF – 1 room cleaned).
KOLs
Social Seeding
Online Ads

10. CIF-CARE
The app officially
launch offer housewife
an easy & fast way in
cleaning their houses
and provide students
best part-time job
=> Students will use CIF
in cleaning houses and
shows housewife the
effectiveness of CIF
• Recap video of the campaign. Then
leverage this video to spread out on
youth affinities: YouTube Masthead,
Online PR, Social.
• Buy PR articles: ex “CIF cùng phụ nữ Việt
giúp sinh viên có Tết đoàn viên”
TRADE & ACTIVATION
Trade: We will discount 15% on CIF products, we
also give away poster for the campaign with
the products.
Activation: Interactive booths at supermarket
displays a video of a student who was cheated
at Tet. At the end, the booths ask them to help
him. => If they click “Yes”, our PG will come and
introduce our campaign.

11. THANK YOU!