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LAUNCHING PLAN

 XXX SHAMPOO

    May, 2005




          1      Shampoo launching plan
MARKET REVIEW

   Shampoo category slightly reduce in terms of market size during the recent 2 years, only
  competitive steal among players.
   Mid segment is confidently increasing in importance recent years while premium tier where
  we’re playing seems to be stagnant.



                                                                    100%
  24,000


  20,000                                                            80%                        45.1        45.3
                                                                                  50.5                             49.4
                                                                           57.2
  16,000
                                                                    60%
                                                                                               3.6         3.3
  12,000                                                                          4.5                              2.5
                                                                                               11.1        11.4    9.0
                                                                    40%    5.1    9.3
                                                                           4.2
   8,000

                                                                    20%           35.8         40.2        39.9    39.1
   4,000                                                                   33.5


      0                                                              0%
           2000     2001        2002      2003           2004              2000   2001         2002        2003    2004


                  Volume (000s KG/L)   Value (000 USD)                            High   Low     Low End     Mid




                                                                2                              Shampoo launching plan
COMPETITION                                                                                                                         MARKET SHARE
 25.0
                                                                                                                Double Rich: DR share just increase in
 20.0                                                                                                           one period right after launch (JA04), then
                                                                                                                reduce sharply to the bottom of 3.0% in
 15.0                                                                                                           JF05
 10.0
                                                                                                                               UNILEVER
  5.0
                                                                                                                Sunsilk: achieve highest growth rate in
  0.0
                                                                                                                2004 to regain its leading position after a
            JF 04   MA 04          MJ 04            JA 04         SO 04       ND 04           JF 05
                                                                                                                declining period. Yoghurt and Strong &
            X-Men                                Double Rich                       Head&Shoulders               Healthy launch adding incremental gains
                                                                                                                without cannibalization of exising variants.
            Novid                                Rejoice                           Pantene
            Dove                                 Clear                             Sunsilk                      Clear and Dove: begins to see the effects
                                                                                                                of its launch in 2004 by increase in share
                                                                                                                at the beginning of 2005.


                                                                                                                                  P&G
                      JF 04        MA 04           MJ 04         JA 04     SO 04      ND 04           JF 05
  X-Men                      0.6           0.8             1.4       2.2       2.8            3.5         3.9
                                                                                                                Pantene: receive significant growth
  Double Rich                3.6           3.5             3.9       5.1       4.4            3.5         3.0
  Head&Shoulders             5.8           5.9             5.5       5.8       6.2            5.9         6.2
                                                                                                                thanks to the launch of Amino Proteins
  Novid                      1.5           1.4             1.5       1.0       1.0            0.8         0.7
                                                                                                                Complex.
  Rejoice                   10.9       12.0              12.1       11.0      11.2           12.6        11.6
                                                                                                                Rejoice: keeps stable share at high level
  Pantene                    7.1           8.4             9.4       8.6       7.2            9.2        10.5
                                                                                                                during 2004.
  Dove                       6.5           5.0             4.9       5.1       4.7            5.2         5.9
  Clear                     17.2       17.7              16.6       15.0      15.1           15.1        17.5   H&S: keeps stable value share thanks to
  Sunsilk                   20.2       18.7              18.2       21.0      22.8           20.5        19.7   loyal consumers though not much
                                                                                                                investment for the brand.


                                                                                              3                                Shampoo launching plan
MEDIA HIGHTLIGHT

                                  Top Ten Brands – YTD Nov 04


                         Sunsilk, Clear , Pantene
                          and Rejoice remain the
  4,000,000
                            leader brands in the
  3,500,000                      category                                        Double Rich
  3,000,000                                                                  ranked 7th (vs 4th
                                                                              in Q2) accounted
  2,500,000                                                                      for 7% SOS
  2,000,000
  1,500,000
  1,000,000
    500,000
         0
             LK




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                                            TV       PRESS      RADIO

                                                      4                                 Shampoo launching plan Ad
                                                                                                  Source: Vietnam
BRAND POSITIONING


                 DOUBLE RICH                  PANTENE                   DOVE                  ENCHANTEUR

 Segment         Top premium seg             Premium seg             Premium seg               Top premium seg

  Concept             Nourishing               Nourishing             Moisturizing                Perfume

                 MTC to protect &          Pro-V formula with      14 Moist Cream,              Distinctive long
                 nourish hair; hair          Amino Proteins       moisturizes your hair       lasting fragrance /
Selling point
                    treatment               Complex nourish,          from within                other benefit
                                          strengthen your hair;
                                              hair treatment

Functional      Nourishes for soft &     Nourishes from root       Hair moisturizing            Perfumed hair
 benefit        smooth hair, treat for    of hair for strong,
                 different hair type         smooth hair

 Emotional       Premium & trendy        Premium & classical         Pampering &              Charming, elegant,
  benefit                                                             tendering                   romance

                •Female, age 18 ~        •Female, age 26 ~        •Female, age 18 ~          •Female, age 20 ~
                26                       35                       30                         30
Personality     •Sec ABC                 •Sec ABC                 •Sec ABC                   •Sec ABC
                •Modern,                 •Elegant, sociable       •Feminine,                 •Luxurious,
                fashionable & trendy                              vulnerable                 appearance care

                                                            5                             Shampoo launching plan
BRAND REVIEW

  Shampoo                            CLEANSING       BLACKEN           NATURAL       NOURISHING     MOISTURIZING

               DOUBLE RICH

               DOVE

               PANTENE
               ENCHANTEUR

               REJOICE
  By concept   SUNSILK

               CLEAR
               HEAD & SHOULDER

               NOVID

               PALMOLIVE

               LIFEBOUY



                             DOUBLE RICH                                              ENCHANTEUR
                                                                                      ROMANO
                   HIGH                                          H&S       PANTENE
                             NOVID           DOVE
                                                 CLEAR

                                                                                       ENTRE NOUS
                                                 ORGANICS
                                                                 REJOICE                            PALMOLIVE
                                                 SUNSILK
               MID TO HIGH

                                                                                                    KOMACHI

   By price
                LOW TO MID                   LIFEBOUY

                                                                                                    FEATHER


                                                                                                    ESSENTIAL

                   LOW                                                                                FRESH

                                                                                                         MY HAO


                                  LG              UNILEVER             P&G             UNZA            OTHERS




                                                             6                                      Shampoo launching plan
SALES REVIEW
  Sales of DR Shampoo decrease sharply after launching and stay at the lowest level in Mar 05.
  Variant:
   Revitalizing is till the key variant.
   Sales of Moisture care reach the peak right after launching, but then it decrease terribly, esp at the
  beginning of 2005. Quality problem is identified.


       600,000


       500,000


       400,000


       300,000


       200,000


       100,000


             -
                   Jan   Feb    Mar    Apr     May   Jun   Jul 04   Aug   Sep   Oct    Nov   Dec    Jan    Feb   Mar
                    04    04    04     04       04    04             04    04   04      04    04     05     05   05

                                      Revitalizing    Soft & smooth        Moisture care     Total sales


                                                                    7                              Shampoo launching plan
BACKGROUND OVERVIEW
                  Double Rich rate of sale decline while distribution remains unchange. Very low consumer
  Sales
                 off-take is the main reason for not good performance of DR.

                  The product is perceived not good on 2 attributes: “not cause dandruff” & “ not cause itchy
                 feeling”.
 Product
                  General satisfaction on the product quality reduce

                  The product image in consumer mind is old

                  Many launch and relaunch campaign to renew the product.
Competitor
                  Aggressive campaign with huge investment, esp on ATL spending




OBJECTIVE
 Improve product quality to overcome current problem.
 Upgrade the product with MKTG support to keep pace with
competitors.                                                             PRODUCT LAUNCHING
 Create new image of DR Shampoo in consumer mind to fit its
personality: trendy, modern.



                                                         8                            Shampoo launching plan
RENEWAL PLAN                                                                           4P


                              MARKETING MIX
                                DIRECTION

            • Improved formula
PRODUCT     • New bottle shape, new design
            • Variants: Revitalizing, Soft & Smooth, Moisture Care; new variant: Color care

            Keep the same price of current DR
  PRICE

            • Nationwide.
  PLACE     • HCM and Hanoi focus; more support for HCM to fight back competitors and
            get benefit from the largest market size by area.

            Consumer focus

PROMOTION   Product is preferential promotional gift.
            Promotion program has to consistent with brand personality as premium,
            trendy, fashionable.

                                             9                      Shampoo launching plan
MARKETING MIX                                 Product      Price       Place     Promotion




          PRODUCT QUALITY                                          PACKAGING




   Improved formula to correspond to           Bottle shape: new, more premium and
  Vietnamese climate,                          feminine image.
   Overcome the weakness of dandruff           Size: 7ml, 100ml, 200ml, 400ml.
  and itchy feeling.
                                                Shrink sleeve to adapt more attractive
   New, luxurious fragrance for a new         and eye-catching graphic design
  feeling.
                                                Language: Eng (Front), VN (Back)
   Technology: MTC (Micro Treatment
                                                Differentiate point of sell for each
  Capsule).
                                               variant.
   Introduce new variant: Color care.
                                                A glance of the full set 3 variants
                                               (Revitalizing, Soft & Smooth, Moisture
                                               care) on each variant


                                         10                          Shampoo launching plan
MARKETING MIX                                                    Product            Price             Place             Promotion




                                                                                    Consum er       Retail                      Rtl price
                                                                                                                Margin (%)
                                                                 Product     Size     price         price                     exclude VAT
  35000
                                                                                        A             B         C = (A-B)/A     D = B/1.1
                                                                           7ml              1,000         800          20%             727
  30000                                                                    40ml             6,300      5,728            9%            5,207
                                                             Double Rich 100ml          16,000        14,500            9%          13,182
  25000                                                                    200ml        32,000        29,000            9%          26,364
                                                                           400ml        55,000        50,000            9%          45,455
                                                                           9ml               500          400          20%             364
  20000
                                                                           200ml        29,000        24,800           14%          22,545
                                                                  Dove
                                                                           300ml        39,000        31,630           19%          28,755
  15000                                                                    400ml        50,000        40,500           19%          36,818
                 Nourishing     Moisturizing   Natural
                                                                           7.5ml             500          400          20%             364
                                                                           100ml        15,500        14,000           10%          12,727
          Doule Rich          Dove                Pantene        Pantene
                                                                           200ml        29,700        27,000            9%          24,545
                                                                           400ml        49,000        44,500            9%          40,455
          Enchanteur          Rejoice             Sunsilk




                                                            11                                      Shampoo launching plan
MARKETING MIX                                                    Product       Price      Place      Promotion



 STEP I : Stabilization
 STEP II: Expansion




                                                                                         HCM            HN
   STEP II                          HCM + HN expansion
Aug 05 – Oct 05                                                      MCP                    8,000         3,000
                                                                     Display           2,200 shops        1,000
                                                                     MCP                    6,000         2,000
    STEP I
                            Coverage all current XXX shop            Display           2,000 shops        1,000
Jun 05 – Aug 05




       Focus SPM and grocery as first priority, then Market Stall channel




                                                            12                           Shampoo launching plan
MARKETING MIX                                                                        Product                Price             Place             Promotion

                                        Integrated MKT Communication – Launching Period

  Communication concept:                          Target Audience                        Communication tool                              IMC goal
    Premium, Young, Trendy                 Female, aged 18 - 30                                 (Maximize                   B/A: TOM= 7 / Unaided :45
                                           Urban cities, SEC:ABC                           synergy effect)                  Total: 98



              TVC         Print AD        PR       Publicity       Music        Out door           POP              Sampling             Consumer
                                                     event         show                                                                  promotion

                                     Generate awareness, public announcement                                          Trial encouragement

Strategic
            Maximize Awareness                                             Differentiated information         Trial                     Stimulate
  Role
            Build credibility                                             delivery, maximize synergy          encourage                 First
            Stimulate consideration                                                  effect                                             Purchase

Expected                  Positioning - Preference attitude – Increase brand awareness, trial                              WOM relationship
 effects

 Budget        235              50         5           35            100                            27                18                        90
(000 Usd)
   Plan        238              57         10          35            100            10              27                18                        90
(000 Usd)

This is not included production cost for TVC (NA), Print (10,000 USD)                                          Total plan: 585,000 USD
                                                                               13                                           Shampoo launching plan
IMPLEMENTATION                          Concept     TV     Print    PR     Outdoor Sampling     POP      Promotion


       CONCEPT

 Key concept: Nourishing, additional benefit for each variant.
 Selling point:
      Functional: Protect hair by MTC for a shiny, soft hair
              New, premium fragrance
              Refresh, comfortable, free feeling
      Emotional: New, premium packaging  confirm trendy, fashionable, premium image
             “Quite new”  developing, trendy, young & dynamic  brand personality.
 Differentiation from competitors:
      Brand image: emotional focus: young, premium, trendy, fashionable
      Functional: Refresh feeling, carefully research & improve to fit Vietnamese consumers
 Primary target: Female, age 18 ~ 30, SEC: ABCD (new classification), dynamic, trendy

   PRODUCT RANGE

 Revitalize                   Soft & smooth              Moisture Care         Color Care
 Healthy & full of vitality   Dampish & burnished        Soft & smooth         Hair with vitality & lively color
 To be confident with full    Refreshing with a          Gentle feeling with   Healthy & full of vitality hair
 of healthy & vitality hair   dampish and                soft & smooth hair    together with lively color
                              burnished hair

                                                          14                           Shampoo launching plan
IMPLEMENTATION                   Concept     TV    Print   PR    Outdoor Sampling    POP    Promotion



    Objective:
       Increase awareness of new product.
       Create impression and preference with the brand
       Generate interest with new development from Double Rich

    Time: Jul, Aug, Sep

    Place: HCM, Hanoi focus, 4 provinces suggested

    Way to do:
       Story:          - Still emotional focus: trendy, premium image.
                       - More attention to functional: shiny, soft hair with refreshed feeling.
                       - Inform “new” identity.
     Broadcast film:   - Jul: Shampoo only
                       - Aug, Sep: Add a panel introducing DR umbrella brand (SP + BS)
       Spot:           - 30’’ spot should be used July to show the whole story.
                       - Alternative 30” & 15’ could be considered in July, Aug

                                                  15                         Shampoo launching plan
IMPLEMENTATION                            Concept          TV      Print       PR     Outdoor Sampling             POP   Promotion



                           Avg                Jul                       Aug                       Sep
          Channel
                         cost/spot
                                     Est. spots     Cost        Est. spots     Cost       Est. spots    Cost
                    30 sec
       HTV 7                 1,582           21     33,228              14     22,152            10     15,823
       HNTV                  1,266            8     10,127                 4    5,063                          0
       VTV                   1,772           16     28,354              11     19,494              8    14,177
       DA NANG                                       1,500                      1,000                          0
       CAN THO                                              0                   1,000                          0
       NHA TRANG                                     1,500                      1,000                          0
       BINH DUONG                                    1,500                      1,000                          0
       Total 30 sec                                 76,209                     50,709                   30,000
                    15 sec
       HTV 7                 1,013                          0           12     12,152            22     22,278
       HNTV                    823                          0              5    4,114              8     6,582
       VTV                   1,139                          0           10     11,392            17     19,367
       DA NANG                                              0                       800                    800
       CAN THO                                              0                       800                    800
       NHA TRANG                                            0                       800                    800
       BINH DUONG                                           0                       800
       Total 15 sec                                         0                  30,858                   50,628


       Total cost                                   76,209                     81,567                   80,628



                                                                 16                                     Shampoo launching plan
IMPLEMENTATION                                  Concept     TV        Print         PR       Outdoor Sampling          POP        Promotion


 JUNE: Product & functional benefits focus                                Inform great change from DR, esp in terms of
                                                                          product (new formula, packaging)
                                                                          More functional focus  clearer reason to buy
JUL - AUG:
- Print cutting from TVC (model appearance)                               Premium, trendy image.
- Print for DR umbrella (SP + BS), packaging                              Emotional focus.
focus

                                    Rate/                                     Jun                    Jul                    Aug
    Magazine         Size                      Discount   Price
                                  insertion
                                                                     Insertion      Cost     Insertion     Cost     Insertion     Cost
               Cover 2                 3,402                 3,402            1      3,402           1      3,402                    -
     TT & GD
               Full page               2,722        40%      1,633            2      3,266           3      4,899           2      3,266
      VHTT     Full page               1,835        35%      1,193            2      2,386           3      3,579                    -
               Cover 2                 3,481        30%      2,437            1      2,437           1      2,437                    -
      TGPN
               Full page               4,747        30%      3,323            2      6,646           3      9,969           2      6,646
               First right page        2,152        30%      1,506            1      1,506           1      1,506                    -
       TTT
               Full page               1,582        30%      1,108            1      1,108           1      1,108           1      1,108
 TUOI TRE      1/2 page                                                                  -                    -                      -
 HANOI MOI     1/4 page                                                                  -                    -                      -
 THANH NIEN    1/2 page                                                                  -                    -
 Total print                                                                        20,751                 26,900                 11,020

Budget: 50,000 USD                                                                                                (VAT excluded)
Plan: Print ad release: 57,000
       Production: 10,000 (3 layouts)
                                                                     17                                      Shampoo launching plan
IMPLEMENTATION                             Concept   TV    Print   PR    Outdoor Sampling     POP   Promotion



  MAGAZINE ARTICLE
                                                           Item                      Budget (USD)
 • Develop brand credibility
                                                 Press release                 4,500
 • Provide related information: variant,         DR umbrella brand article     5,000
 product improvement.
                                                 Tips (announcement)           500
 • Promote new talent

                                                                                           (VAT excluded)


      LAUNCHING CONFERENCE                                                 MUSIC EVENT

    Place: HCM, Hanoi.                                         Place: stadium at

    Candidate: Customers (DT, shop owner)                        HCM area: Quy Nhon, Buon Me Thuot,
                                                               Kien Giang, Ca Mau
    Introduce new product launching, new TVCF
                                                                 Hanoi area: Hai Phong, Quang Ninh,
    Timing: 8th, 9th July 2005.                               Thanh Hoa, Nghe An
    Budget: 25,000 USD                                         Candidate: customers, consumers
                                                                Introduce new product.
                                                                Timing: June 2005
                                                                Budget: 100,000 USD

                                                          18                           Shampoo launching plan
IMPLEMENTATION                                          Concept           TV      Print       PR     Outdoor Sampling               POP       Promotion



      Objective:
                Enhance brand present outdoor
                Enhance brand premium image
      Time: July 2005
      Place: SPM, Department Store
      Way to do:
     - Banner at SPM (hanger inside for synergy effect)
     - Streamer outside Department Store

                                               Production                   Other (hanging    Am ount      Am ount
         Item          Quantity    Unit cost                 Rental fee                                                            Rem ark
                                                  cost                       fee, license)     (VND)        (USD)

 A. BILLBOARD
 Diamond                                                                                                              current renting, change new image
 B. BANNER
 SPM                                            20,000,000     30,000,000                     50,000,000      3,165
 C. STREAMER
 Diamond                      30                 5,000,000     45,000,000         2,500,000   52,500,000      3,323
 Saigon Square                30                 5,000,000     45,000,000         2,500,000   52,500,000      3,323
 (or Saigon Tourist)
 Total                                                                                                        9,810


                                                                                19                                      Shampoo launching plan
IMPLEMENTATION                                                    Concept           TV          Print        PR      Outdoor Sampling        POP   Promotion
                                        Sam ples/   Days to         Total                    Am ount      Am ount
               Place         Quantity                                           Cost
                                          day        visit        sam ples                    (VND)        (USD)

  A. PRODUCT
  1. Sampling event
                                                                                                                      Objective
  Office building                  10         300             1       3,000
  SPM                              15         600             3      27,000
                                                                                                                     -Develop trial
  Household                                                           6,000
  Hanoi                                                              15,000                                          - Provide information on product
  2. M agazine sampling
  TTGD Magazine                                                      70,000
                                                                                                                     benefit
  3. Shop owner
                                                                                                                     - Build credibility
  - DT HCM                      2,768           1                     3,500
  - Province                    3,475           1                     4,500
                                                                                                                      Time: end of July to induce trial
  - HN                          2,414           1                     2,500
  Total sam ples needed                                                                                              after creating awareness through TVC
  2 sachets/sample                                                  121,000            600   72,600,000      4,595
  Bottle 100ml                                                       10,500        5,800     60,900,000      3,854
                                                                                                                      Place:
  B. SACHET HOLDER
  Printing                                                          121,000            500   60,500,000      3,829
                                                                                                                     - Office building
  Creative, design                                                                                            300
  C. MAGAZINE FEE                                                    70,000            350   24,500,000      1,551
                                                                                                                     - SPM
  (Insertion fee)
                                                                                                                     - Household recommended (door to
  D. BOOTH IN SPM                   2                                         15,000,000     30,000,000      1,899
  E. PART TIME                                                                                                       door)
  - Wage                            6                    20                      50,000       6,000,000       380
  - Uniform                        12                                           300,000       3,600,000       228
  - Supervisor                      1                    20                      70,000       1,400,000        89
  (for household sampling)                                                                                                 Budget: 18,000 USD
  Other                                                                                                      1,000
  Total cost                                                                                                17,724
  By product                                                                                                 8,449
  By cash                                                                                                    9,275


                                                                                              20                                      Shampoo launching plan
IMPLEMENTATION                   Concept    TV    Print     PR     Outdoor Sampling   POP   Promotion



   Objective                                      Way to do:
  - Enhance consideration.                        Focus on “new” identity: new product,
  - Create synergy with display program           packaging.

   Time: June                                    Private POP for shampoo and conditioner.

   Place: SPM, shop.                             POP for umbrella brand go later.


                                                          Quantity estimated
                      Item       Specification
                                                  Shampoo          Umbrella brand

                Line sticker           NA                 15,000
                Wobbler                NA                 14,000
                Hanger                 NA                  2,000             2,000
                Poster                 NA                 10,000             8,000


                               Budget: 27,000 USD


                                                 21                           Shampoo launching plan
IMPLEMENTATION                   Concept   TV    Print   PR   Outdoor Sampling     POP   Promotion



  CONSUMER PROMOTION


   Objective
   Adding benefit to consumer, enhance purchase intention, induce trial.
   Make it more convenient to push new product to shop
   Time: July.
   Place: nationwide


                   Exchange gift: handbag, necklace, bedrobe, cosmetics.
Suggested          Product attach:
  ideas                     - Set Shampoo + Body Shower: preferential price, free handbag.
                            - Shampoo free Body Shower (small size)



                               Budget: 90,000 USD


                                                22                          Shampoo launching plan
TIMELINE
                                                                                Apr        May         Jun            Jul
  Des.
   Product                      Details contents                     PIC       W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4

               Producing                                       Factory                             Launching

               Finis h product                                 Factory
               Make cover by film s trans parent               Fac, Supplier
   Packaging




               Tes t bottle color, printing m atters           Fac
               Tes t color s achet                             Fac
               Bottle producing                                Fac ,Supplier
   License




               Product Licens ing(bottle s hape)               Fac

               MOH Product Licens ing                          Mktg, Fac
               CF Briefing                                     BM/Agency
               Fram e Ad ( Storyboard) reques t                Agency
               Ad s trategy                                    MKT/Agency
               Tentative developm ent
               / evalutation/ confirm ation                    Korea, MKT
               PPM                                             MKT/Agency
               Shooting                                        Agency
               Pos t production                                Agency
               Preview, confirm                                BM
               Airing                                          BM
   Media




               Tentative plan for print                        BM
               Layout                                          Agency
               Final artwork                                   Agency
               Print releas e                                  BM
               POP layout                                      Agency
               POP m erchandis ing                             MKT, SP
               Media plan : Print,                             BM
               Media plan : CF                                 BM, agency
               Media booking( 2 weeks after launch)            Agency
               Print booking
               CF Cens ors hip by TV s tation( draft m ixed)   Agency
               SOH CF Cens ors hip( after MOH licens e)        BM

                                                                                      23                       Shampoo launching plan
TIMELINE


                                                                              Apr      May          Jun           Jul
      Des.                       Details contents                      PIC   W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4

                  Materials for introduction products          Korea
       Edu




                  Training docs                                Edu
                  Training Sales Girls                         Edu,MKT
                  New uniforms                                 Edu
                  Event briefing                               Mktg
       Event




                  Event plan, approve & execution              Mktg
                  Music event                                  Mktg
                  Launching event (conference)                 Mktg                                          X
                  Basic Launching plan                         BM
                  Detail action plan                           BM
                  Budget plan and approve                      BM
                  Sale - in plan: Trade promotion, sale plan   TM
                  Merchansing plan                             S.S
       MKT Plan




                  Displaying, shelf rental                     S.S
                  Shelf execution                              S.S
                  Detail activities                            BM
                  Trade promotion plan                         BM-TM
                  Sampling plan                                BM
                  Consumer promotion plan, approve             TM
                  Consumer promotion preparation               TM
                  Consumer promotion (execution)               TM




                                                                              24                           Shampoo launching plan

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ISC Marketing - example of launching plan

  • 1. LAUNCHING PLAN XXX SHAMPOO May, 2005 1 Shampoo launching plan
  • 2. MARKET REVIEW  Shampoo category slightly reduce in terms of market size during the recent 2 years, only competitive steal among players.  Mid segment is confidently increasing in importance recent years while premium tier where we’re playing seems to be stagnant. 100% 24,000 20,000 80% 45.1 45.3 50.5 49.4 57.2 16,000 60% 3.6 3.3 12,000 4.5 2.5 11.1 11.4 9.0 40% 5.1 9.3 4.2 8,000 20% 35.8 40.2 39.9 39.1 4,000 33.5 0 0% 2000 2001 2002 2003 2004 2000 2001 2002 2003 2004 Volume (000s KG/L) Value (000 USD) High Low Low End Mid 2 Shampoo launching plan
  • 3. COMPETITION MARKET SHARE 25.0 Double Rich: DR share just increase in 20.0 one period right after launch (JA04), then reduce sharply to the bottom of 3.0% in 15.0 JF05 10.0 UNILEVER 5.0 Sunsilk: achieve highest growth rate in 0.0 2004 to regain its leading position after a JF 04 MA 04 MJ 04 JA 04 SO 04 ND 04 JF 05 declining period. Yoghurt and Strong & X-Men Double Rich Head&Shoulders Healthy launch adding incremental gains without cannibalization of exising variants. Novid Rejoice Pantene Dove Clear Sunsilk Clear and Dove: begins to see the effects of its launch in 2004 by increase in share at the beginning of 2005. P&G JF 04 MA 04 MJ 04 JA 04 SO 04 ND 04 JF 05 X-Men 0.6 0.8 1.4 2.2 2.8 3.5 3.9 Pantene: receive significant growth Double Rich 3.6 3.5 3.9 5.1 4.4 3.5 3.0 Head&Shoulders 5.8 5.9 5.5 5.8 6.2 5.9 6.2 thanks to the launch of Amino Proteins Novid 1.5 1.4 1.5 1.0 1.0 0.8 0.7 Complex. Rejoice 10.9 12.0 12.1 11.0 11.2 12.6 11.6 Rejoice: keeps stable share at high level Pantene 7.1 8.4 9.4 8.6 7.2 9.2 10.5 during 2004. Dove 6.5 5.0 4.9 5.1 4.7 5.2 5.9 Clear 17.2 17.7 16.6 15.0 15.1 15.1 17.5 H&S: keeps stable value share thanks to Sunsilk 20.2 18.7 18.2 21.0 22.8 20.5 19.7 loyal consumers though not much investment for the brand. 3 Shampoo launching plan
  • 4. MEDIA HIGHTLIGHT Top Ten Brands – YTD Nov 04 Sunsilk, Clear , Pantene and Rejoice remain the 4,000,000 leader brands in the 3,500,000 category Double Rich 3,000,000 ranked 7th (vs 4th in Q2) accounted 2,500,000 for 7% SOS 2,000,000 1,500,000 1,000,000 500,000 0 LK S H R E E E E ER R ER N V U IC IC V A SI LI TE TE O TH E R O LD D CL N O N EJ N LE A SU LM U A A FE R O P B CH A SH U P O EN D & D EA H TV PRESS RADIO 4 Shampoo launching plan Ad Source: Vietnam
  • 5. BRAND POSITIONING DOUBLE RICH PANTENE DOVE ENCHANTEUR Segment Top premium seg Premium seg Premium seg Top premium seg Concept Nourishing Nourishing Moisturizing Perfume MTC to protect & Pro-V formula with 14 Moist Cream, Distinctive long nourish hair; hair Amino Proteins moisturizes your hair lasting fragrance / Selling point treatment Complex nourish, from within other benefit strengthen your hair; hair treatment Functional Nourishes for soft & Nourishes from root Hair moisturizing Perfumed hair benefit smooth hair, treat for of hair for strong, different hair type smooth hair Emotional Premium & trendy Premium & classical Pampering & Charming, elegant, benefit tendering romance •Female, age 18 ~ •Female, age 26 ~ •Female, age 18 ~ •Female, age 20 ~ 26 35 30 30 Personality •Sec ABC •Sec ABC •Sec ABC •Sec ABC •Modern, •Elegant, sociable •Feminine, •Luxurious, fashionable & trendy vulnerable appearance care 5 Shampoo launching plan
  • 6. BRAND REVIEW Shampoo CLEANSING BLACKEN NATURAL NOURISHING MOISTURIZING DOUBLE RICH DOVE PANTENE ENCHANTEUR REJOICE By concept SUNSILK CLEAR HEAD & SHOULDER NOVID PALMOLIVE LIFEBOUY DOUBLE RICH ENCHANTEUR ROMANO HIGH H&S PANTENE NOVID DOVE CLEAR ENTRE NOUS ORGANICS REJOICE PALMOLIVE SUNSILK MID TO HIGH KOMACHI By price LOW TO MID LIFEBOUY FEATHER ESSENTIAL LOW FRESH MY HAO LG UNILEVER P&G UNZA OTHERS 6 Shampoo launching plan
  • 7. SALES REVIEW Sales of DR Shampoo decrease sharply after launching and stay at the lowest level in Mar 05. Variant:  Revitalizing is till the key variant.  Sales of Moisture care reach the peak right after launching, but then it decrease terribly, esp at the beginning of 2005. Quality problem is identified. 600,000 500,000 400,000 300,000 200,000 100,000 - Jan Feb Mar Apr May Jun Jul 04 Aug Sep Oct Nov Dec Jan Feb Mar 04 04 04 04 04 04 04 04 04 04 04 05 05 05 Revitalizing Soft & smooth Moisture care Total sales 7 Shampoo launching plan
  • 8. BACKGROUND OVERVIEW  Double Rich rate of sale decline while distribution remains unchange. Very low consumer Sales off-take is the main reason for not good performance of DR.  The product is perceived not good on 2 attributes: “not cause dandruff” & “ not cause itchy feeling”. Product  General satisfaction on the product quality reduce  The product image in consumer mind is old  Many launch and relaunch campaign to renew the product. Competitor  Aggressive campaign with huge investment, esp on ATL spending OBJECTIVE  Improve product quality to overcome current problem.  Upgrade the product with MKTG support to keep pace with competitors. PRODUCT LAUNCHING  Create new image of DR Shampoo in consumer mind to fit its personality: trendy, modern. 8 Shampoo launching plan
  • 9. RENEWAL PLAN 4P MARKETING MIX DIRECTION • Improved formula PRODUCT • New bottle shape, new design • Variants: Revitalizing, Soft & Smooth, Moisture Care; new variant: Color care Keep the same price of current DR PRICE • Nationwide. PLACE • HCM and Hanoi focus; more support for HCM to fight back competitors and get benefit from the largest market size by area. Consumer focus PROMOTION Product is preferential promotional gift. Promotion program has to consistent with brand personality as premium, trendy, fashionable. 9 Shampoo launching plan
  • 10. MARKETING MIX Product Price Place Promotion PRODUCT QUALITY PACKAGING  Improved formula to correspond to  Bottle shape: new, more premium and Vietnamese climate, feminine image.  Overcome the weakness of dandruff  Size: 7ml, 100ml, 200ml, 400ml. and itchy feeling.  Shrink sleeve to adapt more attractive  New, luxurious fragrance for a new and eye-catching graphic design feeling.  Language: Eng (Front), VN (Back)  Technology: MTC (Micro Treatment  Differentiate point of sell for each Capsule). variant.  Introduce new variant: Color care.  A glance of the full set 3 variants (Revitalizing, Soft & Smooth, Moisture care) on each variant 10 Shampoo launching plan
  • 11. MARKETING MIX Product Price Place Promotion Consum er Retail Rtl price Margin (%) Product Size price price exclude VAT 35000 A B C = (A-B)/A D = B/1.1 7ml 1,000 800 20% 727 30000 40ml 6,300 5,728 9% 5,207 Double Rich 100ml 16,000 14,500 9% 13,182 25000 200ml 32,000 29,000 9% 26,364 400ml 55,000 50,000 9% 45,455 9ml 500 400 20% 364 20000 200ml 29,000 24,800 14% 22,545 Dove 300ml 39,000 31,630 19% 28,755 15000 400ml 50,000 40,500 19% 36,818 Nourishing Moisturizing Natural 7.5ml 500 400 20% 364 100ml 15,500 14,000 10% 12,727 Doule Rich Dove Pantene Pantene 200ml 29,700 27,000 9% 24,545 400ml 49,000 44,500 9% 40,455 Enchanteur Rejoice Sunsilk 11 Shampoo launching plan
  • 12. MARKETING MIX Product Price Place Promotion STEP I : Stabilization STEP II: Expansion HCM HN STEP II HCM + HN expansion Aug 05 – Oct 05 MCP 8,000 3,000 Display 2,200 shops 1,000 MCP 6,000 2,000 STEP I Coverage all current XXX shop Display 2,000 shops 1,000 Jun 05 – Aug 05 Focus SPM and grocery as first priority, then Market Stall channel 12 Shampoo launching plan
  • 13. MARKETING MIX Product Price Place Promotion Integrated MKT Communication – Launching Period Communication concept: Target Audience Communication tool IMC goal Premium, Young, Trendy Female, aged 18 - 30 (Maximize B/A: TOM= 7 / Unaided :45 Urban cities, SEC:ABC synergy effect) Total: 98 TVC Print AD PR Publicity Music Out door POP Sampling Consumer event show promotion Generate awareness, public announcement Trial encouragement Strategic Maximize Awareness Differentiated information Trial Stimulate Role Build credibility delivery, maximize synergy encourage First Stimulate consideration effect Purchase Expected Positioning - Preference attitude – Increase brand awareness, trial WOM relationship effects Budget 235 50 5 35 100 27 18 90 (000 Usd) Plan 238 57 10 35 100 10 27 18 90 (000 Usd) This is not included production cost for TVC (NA), Print (10,000 USD) Total plan: 585,000 USD 13 Shampoo launching plan
  • 14. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion CONCEPT  Key concept: Nourishing, additional benefit for each variant.  Selling point:  Functional: Protect hair by MTC for a shiny, soft hair New, premium fragrance Refresh, comfortable, free feeling  Emotional: New, premium packaging  confirm trendy, fashionable, premium image “Quite new”  developing, trendy, young & dynamic  brand personality.  Differentiation from competitors:  Brand image: emotional focus: young, premium, trendy, fashionable  Functional: Refresh feeling, carefully research & improve to fit Vietnamese consumers  Primary target: Female, age 18 ~ 30, SEC: ABCD (new classification), dynamic, trendy PRODUCT RANGE Revitalize Soft & smooth Moisture Care Color Care Healthy & full of vitality Dampish & burnished Soft & smooth Hair with vitality & lively color To be confident with full Refreshing with a Gentle feeling with Healthy & full of vitality hair of healthy & vitality hair dampish and soft & smooth hair together with lively color burnished hair 14 Shampoo launching plan
  • 15. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion  Objective: Increase awareness of new product. Create impression and preference with the brand Generate interest with new development from Double Rich  Time: Jul, Aug, Sep  Place: HCM, Hanoi focus, 4 provinces suggested  Way to do: Story: - Still emotional focus: trendy, premium image. - More attention to functional: shiny, soft hair with refreshed feeling. - Inform “new” identity. Broadcast film: - Jul: Shampoo only - Aug, Sep: Add a panel introducing DR umbrella brand (SP + BS) Spot: - 30’’ spot should be used July to show the whole story. - Alternative 30” & 15’ could be considered in July, Aug 15 Shampoo launching plan
  • 16. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion Avg Jul Aug Sep Channel cost/spot Est. spots Cost Est. spots Cost Est. spots Cost 30 sec HTV 7 1,582 21 33,228 14 22,152 10 15,823 HNTV 1,266 8 10,127 4 5,063 0 VTV 1,772 16 28,354 11 19,494 8 14,177 DA NANG 1,500 1,000 0 CAN THO 0 1,000 0 NHA TRANG 1,500 1,000 0 BINH DUONG 1,500 1,000 0 Total 30 sec 76,209 50,709 30,000 15 sec HTV 7 1,013 0 12 12,152 22 22,278 HNTV 823 0 5 4,114 8 6,582 VTV 1,139 0 10 11,392 17 19,367 DA NANG 0 800 800 CAN THO 0 800 800 NHA TRANG 0 800 800 BINH DUONG 0 800 Total 15 sec 0 30,858 50,628 Total cost 76,209 81,567 80,628 16 Shampoo launching plan
  • 17. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion JUNE: Product & functional benefits focus Inform great change from DR, esp in terms of product (new formula, packaging) More functional focus  clearer reason to buy JUL - AUG: - Print cutting from TVC (model appearance) Premium, trendy image. - Print for DR umbrella (SP + BS), packaging Emotional focus. focus Rate/ Jun Jul Aug Magazine Size Discount Price insertion Insertion Cost Insertion Cost Insertion Cost Cover 2 3,402 3,402 1 3,402 1 3,402 - TT & GD Full page 2,722 40% 1,633 2 3,266 3 4,899 2 3,266 VHTT Full page 1,835 35% 1,193 2 2,386 3 3,579 - Cover 2 3,481 30% 2,437 1 2,437 1 2,437 - TGPN Full page 4,747 30% 3,323 2 6,646 3 9,969 2 6,646 First right page 2,152 30% 1,506 1 1,506 1 1,506 - TTT Full page 1,582 30% 1,108 1 1,108 1 1,108 1 1,108 TUOI TRE 1/2 page - - - HANOI MOI 1/4 page - - - THANH NIEN 1/2 page - - Total print 20,751 26,900 11,020 Budget: 50,000 USD (VAT excluded) Plan: Print ad release: 57,000 Production: 10,000 (3 layouts) 17 Shampoo launching plan
  • 18. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion MAGAZINE ARTICLE Item Budget (USD) • Develop brand credibility Press release 4,500 • Provide related information: variant, DR umbrella brand article 5,000 product improvement. Tips (announcement) 500 • Promote new talent (VAT excluded) LAUNCHING CONFERENCE MUSIC EVENT  Place: HCM, Hanoi.  Place: stadium at  Candidate: Customers (DT, shop owner) HCM area: Quy Nhon, Buon Me Thuot, Kien Giang, Ca Mau  Introduce new product launching, new TVCF Hanoi area: Hai Phong, Quang Ninh,  Timing: 8th, 9th July 2005. Thanh Hoa, Nghe An  Budget: 25,000 USD  Candidate: customers, consumers  Introduce new product.  Timing: June 2005  Budget: 100,000 USD 18 Shampoo launching plan
  • 19. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion  Objective: Enhance brand present outdoor Enhance brand premium image  Time: July 2005  Place: SPM, Department Store  Way to do: - Banner at SPM (hanger inside for synergy effect) - Streamer outside Department Store Production Other (hanging Am ount Am ount Item Quantity Unit cost Rental fee Rem ark cost fee, license) (VND) (USD) A. BILLBOARD Diamond current renting, change new image B. BANNER SPM 20,000,000 30,000,000 50,000,000 3,165 C. STREAMER Diamond 30 5,000,000 45,000,000 2,500,000 52,500,000 3,323 Saigon Square 30 5,000,000 45,000,000 2,500,000 52,500,000 3,323 (or Saigon Tourist) Total 9,810 19 Shampoo launching plan
  • 20. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion Sam ples/ Days to Total Am ount Am ount Place Quantity Cost day visit sam ples (VND) (USD) A. PRODUCT 1. Sampling event  Objective Office building 10 300 1 3,000 SPM 15 600 3 27,000 -Develop trial Household 6,000 Hanoi 15,000 - Provide information on product 2. M agazine sampling TTGD Magazine 70,000 benefit 3. Shop owner - Build credibility - DT HCM 2,768 1 3,500 - Province 3,475 1 4,500  Time: end of July to induce trial - HN 2,414 1 2,500 Total sam ples needed after creating awareness through TVC 2 sachets/sample 121,000 600 72,600,000 4,595 Bottle 100ml 10,500 5,800 60,900,000 3,854  Place: B. SACHET HOLDER Printing 121,000 500 60,500,000 3,829 - Office building Creative, design 300 C. MAGAZINE FEE 70,000 350 24,500,000 1,551 - SPM (Insertion fee) - Household recommended (door to D. BOOTH IN SPM 2 15,000,000 30,000,000 1,899 E. PART TIME door) - Wage 6 20 50,000 6,000,000 380 - Uniform 12 300,000 3,600,000 228 - Supervisor 1 20 70,000 1,400,000 89 (for household sampling) Budget: 18,000 USD Other 1,000 Total cost 17,724 By product 8,449 By cash 9,275 20 Shampoo launching plan
  • 21. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion  Objective  Way to do: - Enhance consideration. Focus on “new” identity: new product, - Create synergy with display program packaging.  Time: June Private POP for shampoo and conditioner.  Place: SPM, shop. POP for umbrella brand go later. Quantity estimated Item Specification Shampoo Umbrella brand Line sticker NA 15,000 Wobbler NA 14,000 Hanger NA 2,000 2,000 Poster NA 10,000 8,000 Budget: 27,000 USD 21 Shampoo launching plan
  • 22. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion CONSUMER PROMOTION  Objective  Adding benefit to consumer, enhance purchase intention, induce trial.  Make it more convenient to push new product to shop  Time: July.  Place: nationwide  Exchange gift: handbag, necklace, bedrobe, cosmetics. Suggested  Product attach: ideas - Set Shampoo + Body Shower: preferential price, free handbag. - Shampoo free Body Shower (small size) Budget: 90,000 USD 22 Shampoo launching plan
  • 23. TIMELINE Apr May Jun Jul Des. Product Details contents PIC W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 Producing Factory Launching Finis h product Factory Make cover by film s trans parent Fac, Supplier Packaging Tes t bottle color, printing m atters Fac Tes t color s achet Fac Bottle producing Fac ,Supplier License Product Licens ing(bottle s hape) Fac MOH Product Licens ing Mktg, Fac CF Briefing BM/Agency Fram e Ad ( Storyboard) reques t Agency Ad s trategy MKT/Agency Tentative developm ent / evalutation/ confirm ation Korea, MKT PPM MKT/Agency Shooting Agency Pos t production Agency Preview, confirm BM Airing BM Media Tentative plan for print BM Layout Agency Final artwork Agency Print releas e BM POP layout Agency POP m erchandis ing MKT, SP Media plan : Print, BM Media plan : CF BM, agency Media booking( 2 weeks after launch) Agency Print booking CF Cens ors hip by TV s tation( draft m ixed) Agency SOH CF Cens ors hip( after MOH licens e) BM 23 Shampoo launching plan
  • 24. TIMELINE Apr May Jun Jul Des. Details contents PIC W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 Materials for introduction products Korea Edu Training docs Edu Training Sales Girls Edu,MKT New uniforms Edu Event briefing Mktg Event Event plan, approve & execution Mktg Music event Mktg Launching event (conference) Mktg X Basic Launching plan BM Detail action plan BM Budget plan and approve BM Sale - in plan: Trade promotion, sale plan TM Merchansing plan S.S MKT Plan Displaying, shelf rental S.S Shelf execution S.S Detail activities BM Trade promotion plan BM-TM Sampling plan BM Consumer promotion plan, approve TM Consumer promotion preparation TM Consumer promotion (execution) TM 24 Shampoo launching plan