25-Feb-16

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GROUP 10

MARKETING PLAN

PART 1

• Social context

• Category truth

• Market segmentation

• Target customers

• Insight

PART 2

• Brand context

• Competitors

• Positioning

• Product strategy

PART 3

• Big Idea

• Key message

• Deployment plan

TABLE OF CONTENT

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SOCIAL CONTEXT

97 out of 100 households in the city using gas

stoves and containing gas canister indoors in the

year 2015 Police Department of Fire Fighting

and Prevention, HCMC

150 gas accidents annually, which takes the lives

of over 1.000 people

Vietnam Gas Association reported 30% to 40 % of gas canisters in the

market are the product of illegal gas extraction

Theo Pvgascity.com.vn

VTV online newspaper

SOCIAL CONTEXT

Objective reasons: rough transportation process from the stores tothe housesSubjective reasons: gas canisters are not regularly inspected, leadto gas leaking and explosions

Mr. Nguyen Van Son

Vice President of the Police Department of Fire Fighting and Prevention of Ha Noi

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PRICE OTHERWELKNOWN BRANDS OTHER

23.64%

22.73%

50.91% 34.55%

22.73%

FUEL-SAVING OTHER COOKING EFFICIENCY OTHERSAFETY OTHER

CATEGORY TRUTH Women from 24 to 40 years old

grade their level of importance

from 1 to 5 on 6 following

criteria

MAIN DRIVERS

SUB DRIVERS

SEGMENTATION

Safety

concern

Cost-efficiency

concern

A

B C

D

Women in Urban areas group 24-40 year olds having BC+ level of income.

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Do not matter safetyin kitchen

Care more aboutother criteria inkitchen: kitchenappearance,convenience inusing

Safety is thehighest priority inthe kitchen.

Buy high qualitywith high safetyproducts regardlessof price

SEGMENTATION

Seek for products

worth their money

Very positive about

their family’s safety

Seek for products

worth their money.

Not confident about

the safety of their

kitchen.

Still looking for a

solution that could

relieve their minds

on both safety and

money issue.

A B C D24.02% 12.99% 11.81% 51.58%

TARGET

Do not matter safetyin kitchen

Care more aboutother criteria inkitchen: kitchenappearance,convenience inusing

Safety is thehighest priority inthe kitchen.

Buy high qualitywith high safetyproducts regardlessof price

Seek for products

worth their money

Very positive about

their family’s safety

A B C24.02% 12.99% 11.81%

Seek for products

worth their money.

Not confident about

the safety of their

kitchen.

Still looking for a

solution that could

relieve their minds on

both safety and money

issue.

D51.58%

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TARGET

What they think?

What they do?

Why they do?

Why they think?

Women from D group 24-40 year olds having BC+ level of income.

Kitchen is important and should be the safest place that connects all family members

together.

Because of the long-standing traditions and cultures of Vietnam such as: all family

members gather around in the kitchen, enjoy meals and spend good times together

Strive for kitchen safety by many actions yet most of the families are still using gas

stove and hesitate to change to a safer one.

They save money for other priorities contributing to a better life for their family.

They think infrared stoves are too costly.

Key driver

Key barriers

CONSUMER UNDERSTANDING

Safety for family is top priorityThey always worry about the safety of their kitchen (76.4%)

save more money and use it to satisfy their families’other needs and wants.+They assume infrared stove is too costly.

60% on gas and electricity expense

Spurce: Nielsen , 2016.

79% people saving

40% on postpone changing household devices

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insight

INSIGHTI know kitchen is the most important place that connectsfamily members together. That’s why I keep kitchensafety as top priority and strive for safety solutions. Ialso save as much as possible to bring the best thingsfor my family and hesitate to replace the old stovebecause I am afraid that no new stove will worth mysaving money.

BRAND CONTEXT

BRAND

ROLESaving for family to enjoy better life

70% NOT AWARE OFSource Group’s Research

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BRAND CONTEXT

Reasonable price

with high quality and safety

Product

Truth

COMPETITORS

GAS STOVE INFRARED STOVE

Energy using efficiency

Fit to consumer’s habit

Cleanliness

Safety

Durance

Low High

Low High

Long-time existed in

consumer’s mind

New to consumer, not

significant awareness

- Rusted

- Problems related to

gas emission and leaking

occurs during using

- Easy to get dirty

- Difficult in cleaning

- Ensured electricity wire

- Long time using

- Nice design

- Easy to use and clean

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COMPETITORS

High price

Low price

Low

safety

High

safety

COMPETITORS

Strengths

Weaknesses

Well-known brand,

especially for water

filter

Well-known for high-

quality product with

European Technology

Recognized for

kitchen ware with

Korean technology

- Unclear target

customer

- No significant

awareness

- Strong position in

water filter lead to

difficulties in

position Kangaroo’s

kitchen.

- High price

- Limited distribution

channels and

consumer touch

points

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POSITIONING

Category

Truth

BRAND

ESSENCESolution for safe

and cost-effective

kitchen

I always want an effective

solution for my kitchen’s safety

concerns. Yet, I am still

reluctant to change my stove

to a safer stove because I’m

not ensured about new stove’s

cost efficiency.Consumer

Truth

Reasonable price

with high quality

and safety.

Product

Truth

Safety is the “top of

mind” criteria when

it comes to

choosing kitchen

P

P

P

P

ProductInnovative infrared stove with sensor that

can track, set, report energy using level

Price10,000,000 VND for 2-stove

1,500,000 VND for 1-stove (portable)

PlaceTV shopping, supermarket, kitchen

ware/household ware center, Sunhouse’s

branches, Sunhouse’s ecommerce

channelPromotionTrigger consumer’s need towards a

safety and cost-efficiency solution for

their kitchen and offer them channels

to experience this solution by social

network, offline events and mobile

application.

PRODUCT STRATEGY

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KEY MESSAGE Saving that saves your family

BIG IDEA

Better saving

Safer cooking

>= 20%7% 35%

Reduce the

accident rate

caused by gas

stove in 2016

Brand’s awareness

Sales and

Brand’s equity

OBJECTIVES

Company revenue

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TRIGGER ENGAGEMENT AMPLIFIER

Objective

Enhance the customers' awareness of the serious consequences of gas stove risk

Raise the brand’s awareness to at least 20%

Push the company’s revenue for infrared stove up to 7% during the campaign.In one year, decelerate the

accident rate caused by gas stove by 35% (2300 to 1500 cases in 2016).

Key message"Don't let saving kill your family!"

"Saving that saves your family!"

"Beyond safe and save!"

Key hook

Viral clip "What are you saving for?“ on social network

Event "SUNHOUSE Family Day“ (co-organize with Webtretho)

Mobile application "Safe & Save"

Supporting tactics

+ PR+ Print ad+ Banner

+ PR

+ Social network

+ Clip review+ Point of purchase

+ PR+ Social network+ Point of purchase

DEPLOYMENT PLAN

The stories of married women about their family’s losses in gas stove ‘s accidents just because of their “saving”: “I save money for long to […] I think that this saving is for […] but finally […]”

109,911 views for the latest commercial

296,643 views for Sunhouse Group channels on Youtube22,554 followers on Sunhouse Fanpage.

Phase 1: Don’t let saving kill your family Time: April

Budget: 3 billions

Viral clip "What are you saving for?"

Goal:

Supporting tactics: PR + Print ad + banner

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Event "SUNHOUSE Family Day”“Effective safety and spending for my beloved family”

Co-organize with Webtretho

Over 500 families

Vivo CitySunday 15 May

2016

Activities to strengthen families’ ties. Training and sharing safety &saving skills for all members

of families by talkshow with KOL& experts, physical games, …

Launching & Experiencing of Sunhouse’s new product.

Phase 2: Saving that saves your family Time: May – JuneBudget: 12 billions

+Measure your electric spending on 3S stove+Set, Measure your cooking time+Alarm and give you advice for more efficient cooking+Integrated with other technologies and Sunhouse’s products.

+ Booths for visitors to see, try and purchase new products + Using new products as a supporting tool in games and trainings.+ Lottery or entertaining games for families to find 200 lucky families to receive new products for free.

Launching the Innovated “3S Stove” - Smart-Safe-Saving Infrared Stove

Experiencing

New Product : “3S Stove”

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A mobile app for everyone who concerns about their home safety & saving.General instructions and tips to safe & save.

Tool to note down your home spending (electric, gas,…) -> customized advice and tips just for your home’s safety and safety.

Foundation to build Sunhouse housewives community

Phase 3: Beyond safe and saveTime:

Budget: 5 billions

Mobile App “ Save& Safe”

What is it

"Safe&save“ is connected with your “Best Saving Stove” to:Update information from your “Best Saving Stove” +Keep track of your goal of saving and efficient cooking +Send customized advice for your home directly to the chip to remind you.

+ An instructor from Sunhouse for specific help ( text & call).* 200 free “3S Stoves” in phase 2 will share their results and satisfaction*

+ Raise brand’s awareness and equity+ Enhance customers’ decisions of buying SUNHOUSE’s products

+ Customer relationship management .

What’s more?

We use it for?

Phase 3: Beyond safe and saveTime: July-

August/2016

Budget: 5 billions

Promotion for app: socialnetwork, point of purchase, PR