[baby marketees] big case - bigen
TRANSCRIPT
MINH CƯỜNGPHƯƠNG LINH
PHÁT HỒLÊ VY
BABY MARKETEES
BIG CASEBIGEN
BRAND BACKGROUND- No.1 hair color cream in Japan- 120 years heritage of serving Asian people- Product on 70 countries worldwide- Slogan: “Bigen - The Origin of Beauty”- Tagline: “Bring beauty to your hair and your heart”- Three core values: .Inspiration .Invention .Innovation
BRAND CONCEPT- Formula contains high percentage of colorants- Natural ingredients- Outstanding benefits => Safety to use regularly
WOMEN MEN
PRODUCT:Functional: Dye hair to the basic color using natural ingredients. Set the hair color to the origin colorEmotional: Bring back the nostalgia and the youth. Maintain the beauty of the youh.
MARKET:High Quality
High PriceLow Price
Low Quality
BIGENL’oreal
BESSIER&B
PRODUCT TRUTH
- Highest brand endorsement to Vietnamese consumers- Create the most suitable products for Asian hair- High quality and safety- Formula contains high percentage of colorants- Natural ingredients - No chemical smell- Outstanding benefits - Fast and easy to use
DRIVER
- It would be too dark for some people, even darker thantheir natural hair color- May cause terrible allergic reactions for some people
BARRIER
CONSUMER TRUTH- New midd-age people: 40-60 years old- Get used to L’oreal- Nice color, keep the color lasting long, right color in expectation- No side affect- Not reduce hair’s health & conditions
BRAND TRUTH- No.1 hair color cream in Japan- 120 years heritage of serving Asian people- Product on 70 countries worldwide- Slogan: “Bigen - The Origin of Beauty”- Tagline: “Bring beauty to your hair and your heart”- Three core values: .Inspiration .Invention .Innovation
CONSUMER TRUTH- New midd-age people: 40-60 years old- Get used to L’oreal- Nice color, keep the color lasting long, right color in expectation- No side affect- Not reduce hair’s health & conditions
PRODUCT TRUTHDRIVER
- It would be too dark for some people...
BARRIER
- Highest brand endorsement to Vietnamese consumers- Create the most suitable products for Asian hair- High quality and safety...
Originbut
inspire
TARGET CUSTOMER- New midd-age people: 40-60 years old- Male & Female- Urban: Ho Chi Minh City, Ha Noi, Da Nang- Finance: A+, A, B, C- Habits: watching TV, going to public place,...- Hair going grey- Dye hair at home & salon
SOCIAL CONTEXTPeople are keen on working and taking care after their children. They are settle down. Most of the dreams and passion that planned in the past have not done yet. The majority think that new middle-age people should have a peaceful life because of aging progress.
CUSTOMER ATTITUDE- Main purpose of dying hair is changing the hair color.- Moreover, they want to cover grey hair with basic color.- Senior middle-aged people want to dye hair because it makes they look YOUNGER.
DIG DEEPERWHY
YOUNGER ? They do not want to approach old age so soon.They maintain their manners, their YOUTH.
WHYYOUTH ?
INSIGHT
CUSTOMER FACT40-60 is middle-age that people are no longer young and almost approach to old age. It is a term that people have big changes in emotion and physical.The body may slow down and the middle aged might become more sensitive to diet, substance abuse, stress, and rest.They get obsessed with the past including the things they did and plans they have not done
At middle - aged, the turning point is too close that I want to live longer with my youth. I want to be young again, begin from the outside.
It is their glory time of their life. They have dreams and fantastic passions.
BIG IDEABIGEN RECALL YOUR YOUTH
KEY MESSAGEThe origin is your youth. Treasure it.
EXECUTION PLAN
PHASING
Objective
Key message
Key hook
Tactics
“Let Bigen recall the youth for you”
Viral Clip
Youtue/ Facebook/ Fanpage
Remind the middle-aged about what they had missed throught their youth.
Let them know BIGEN
TRIGGER AMPLIFY
We will interview some middle-aged people about what they had missed when they were young, about their feeling. Then, we will help them to get it and record all the process to make this viral clip.This video clip will remind them about their passion, their dream which they have been left behind to try hard to earn their families living.
Viral Clip
THANK YOU !