Case study 123112313

NEW PRODUCT LAUNCH PROPOSAL OSAHI VIETNAM 2017 TARGET CONSUMER Demographic • • • • Age: 25-35 Occupation: office Personal income: A/B Area: urban Behaviour • Young – active – self-confident – trend to express herself • DIY girl, natural attraction, like to be unique CONCEPT Benefit s Your unique smell Scent extracted from nature DIY shower gel CONCEPT Reaso n to believ e Natural essential oil 100% is the export ingredients anually for perfume manufactures in Europe – America Did you know that essential oil cannot dissolve in water or chemicals? Only in other essential oils, it will dissolve itself! You can also buy another essential oils in the market, however, they cannot be mixed with any other shower gels and create such a special fragrance like this product KEY MESSAGE MEDIA HABITS Wake up Internet surfing Chit chat Mouth to mouth On the way to work – see billboard inside elevators Office work hours Internet surfing Nightlife Coffee shop – cinema Weekend Spa, shopping, gym center, internet surfing IMC PLAN Digita l Google search SEM: “DIY mỹ phẩm”, “sữa tắm tự nhiên”, “sữa tắm nước hoa”, sữa tắm Nhật” GDN: cosmetics & beauty pages Facebook fan page: daily posts, mini-game (characteristic guessing…) Youtube ads IMC KOL Chi Pu – Gil Lê Event – Social media TVC IMC Activatio n Experience at supermarket: mix & match the scents, handling samples Launching event at Vivo city POSM supermarket shelves - Scent of shower fling the fragrance around display shelves (by essential oil) Workshop about fragrance by Ms Huỳnh Hải Yến – author of the book “Bí mật mùi hương” & “Ốc đảo mùi hương” Release some voucher to have this signed book when buying Osahi IMC TV C Chi Pu & Gil Lê Mix & Match song IMC Partnershi p California fitness Soul Yoga/ Yoga Sculpt n Shape/ Yoga Nhất dáng nhì da/ Pour vous center… Cinema: CGV/ BHD BREAKTHROUGH • SCENT OF SHOWER FLING THE FRAGRANCE AROUND: ELEVATOR (NEXT TO THE TV SCREEN) • COOPERATE TO CREATE SOME SPECIAL FRAGRANCES 6P’ - PRODUCT Core Be self-confident with valu your unique shower scent, nurture your skin e from inside 6P’ - PRODUCT Actu al value Brand name: Osahi DIY Quality level: middle Packing: 01 bottle size 400ml+ perfume pack 50ml Consumer can multi-choice perfume pack And Travel kit size 100ml ( including function bath and shampoo) Design: use paint art for label, vintage color 6P’ - PRICE Unit pric e Full size 400ml: 190.000đ/ pcs Perfume pack 50ml:40.000đ/ pcs Travel kit size 100ml: 50.000đ/ pcs 6P’ - PLACE Distributi on GT: Market Ecommerce: Adayroi, lotte.vn, Lazada, MT: Coop, bigc, aeon mart, convenience store (mini stop; coop extra, vin mart,…) 6P’ - PROMOTION Sales promoti on Buy full size get free 01 perfume pack Buy full size get free 01 travel kit special price for bundle 01 full size + 01 perfume pack bill 300K of mart get coupon 50K for 01 bundle full size bottle