UFLL BUSINESS CHALLENGE

SHINE 1 MILLION

VIETNAMESE HOUSES

WITH CIF

#SeeN

Agenda1

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Business Context

Insight Identification.

Insight. Brand Roles.

Big Idea

Communication Plan

Trade Channel Plan

Key Occasions

KPI

CIF is the No.1 Small Surface Cleaner (SSC) in VietnamOnly CIF could make your home not just clean, but beautifully clean.

BUTOnly 20% of Vietnamese people use SSC products in their cleaning

routine.

And only half of them are currently using CIF.

UFLL CHALLENGERecruit 1 million housewives to use CIF

which means increasing CIF’s market penetration to 12,5% more

CURRENTLY,CIF’s market penetration is under 25%.

Such a small number for an effective brand.

THE AMBITION

Get 1 million CIF’s non-user to realize

the effectiveness of CIF

and start using it

to make their house

BEAUTIFULLY CLEAN

TARGETFemale aged 25 – 45

Living in 6 big cities in Vietnam

LSM 10+

Married with children.

Love taking care of her family.AUDIENCE

WHOShe is a confident female

who holds no room for compromising.

Dedicated to beauty

and the perfection of everything she does.

Still, she considers her children as her highest

priority.IS SHE?

WHY CURRENT CIF USER USING CIF

WHILE OUR TARGET DON’T?

Meanwhile,

Non-users are either not aware of CIF’s functions or not believe it.

They are okay with traditional ways of cleaning

because they’ve done it that way for a long time, and there’s nothing wrong happen.

They can’t see the difference between a surface that is cleaned by CIF and one that is

cleaned in traditional way.

Or they don’t see what advantages CIF can bring to their family.

CIF Users choose CIF because:They know about CIF’s effectiveness

They have a chance to experience it

They were proved by Cif’s beautifully cleaning function.

CIF has to prove them its own effectiveness, and also,

what it can do to enhance mom’s lives.

TO SOLVE THE CHALLENGE

THEIR LOVE AND CAREFOR THEIR CHILDREN

WHERE CIF CAN TOUCH TO PROVE THAT?

FACTMoms do lots of things to ensure that their

children are healthy, but they don’t know

that not just health but also well-being is the

key factor that affects their children’s

growing-up journey.

Therefore, moms also has to keep their

home beautifully clean in order for their

child to have a perfect environment to grow.

BB Teamwell-being (n): the state of being comfortable, healthy, or happy

“Creating the perfect environment to enhance my children’s health and well-being”is the key driver that can trigger moms to take action

RAISE

KIDS

DO THINGS

TO PROTECT

KIDS

AFRAID SHE

HAS MISSED

SOMETHING

FEEL

INSECURE

LOOK FOR

ANOTHER

WAY

HOW CAN

CIF HELP?

WHAT MOMS

HAVE TO FACE

CIF can point out what moms lack, help them cover this fault to give

moms the feeling of self-assurance

THE POWER

FROM MOM’S

UNCONDITIONAL

LOVE.-Agatha Christie

The insecurity that she’s not been able to completely protect their kids,

which means she has somehow failed a role of being a good mother.

“As a mother, I’ve always tried my best to protect

the environment around my children so that they

can grow up happily and healthily.

However, I’ve always had a constant fear that I’ve

missed to keep something clean, which can lead

to a harm to my children’s health and well-being.

I wish for a way to help me complete my

protection towards them, and also assure myself

that I’m a good mother for my children.”

INSIGHT

BRAND ROLE

A product that helps moms to

bring the shininess of their home

back in order to completely

protect their kids’ well-being.

FUNCTIONAL

A tool that gives mom the

reassurance that she’s completely

protect their children, and also

ensure mom that she’s indeed a

good mother.

EMOTIONAL

MOTHER-MADE

WORLD

BIG IDEA

WITH CIF’S EXCEPTIONAL CLEANING FUNCTION,

MOM CAN CREATE A BETTER WORLD FOR THEIR CHILDREN.

A world where mom can feel secure about her children’s growing-up condition.

A world where mom can be assured that every decision she’s made is the best decision to her

children’s well-being.A world where enhances the feeling of self-assurance - the best joy of being a mother.

MOTHER-MADE WORLDThe journey to create this can be long, but CIF will always be here to help moms do it.

A BETTER WORLD MADE BY MOTHER

Mom must not only care about preventing

bacteria from harming kids, but also about

creating the most suitable and

enjoyable environment for them to grow

up.

A suitable and enjoyable environment

means the environment that is not just

clean, but beautifully clean that can

have a good impact on kids’ health and

mentality.

CIF Multipurpose Spray with its

exceptional cleaning function will

be the best companion moms can

have in the journey to create a

perfect Mother-Made World.

APPROACHING

STRATEGY

STEP 1Show moms that: The poorly

clean small surfaces in their

houses can harm their

children’s well-being.

STEP 2Introduce CIF to moms as a

effective way to clean all

these small surfaces, which

lead to a perfect world for

their children to grow.

STEP 3Emphasize the advantage

that this perfect world can

bring to mom and CIF’s

role in delivering this

advantage.

Moms aged 25 – 45

Love watching TV, using their

smartphones to surf the internet.

They also love reading newspaper and

magazines, especially Tiep Thi & Gia

Dinh, Elle, Hanh Phuc Gia Dinh.

They mostly visit webtretho, youtube,

Zing.vn, Vnexpress, Dantri

MEDIA USAGE

TRIGGER ENGAGEMENT AMPLIFY

Emphasize the advantage that

this perfect world can bring to

mom and CIF’s role in

delivering this advantage.

Show moms that: The poorly

clean small surfaces in their

houses can harm their

children’s well-being.

Introduce CIF to moms as a

effective way to clean all

these small surfaces, which

lead to a perfect world for their

children to grow.

“Because of poorly cleaning

surfaces in your house, your

children might not have a

good environment to grow up”

“CIF is the most effective

cleaning product that helps

you create a perfect world for

your children to grow up

healthily and happily”

“Not only creating a perfect

world for children, but also

giving moms a sense of self-

reassurance is CIF’s mission in

this journey””

TVC CIF ACADEMY “GREENIZE THE WORLD”

Viral

OOH

Banner

PR articles

KOLs

Magazine

Booth

In-store activation & visibility

KOLs

Event

KOLs

Fanpage

Recap video

OBJECTIVE

KEY

MESSAGE

KEY HOOK

SUPPORTING

TACTICS

PHASE

DEPLOYMENT PLAN

TRIGGERTVC

A story about a mother and her beloved daughter. She’s always looking for a way to

completely protect the environment around her child so that she can grow up healthily and

happily. Along the way, she realized that a good world for her daughter to grow is not only

safe from bacteria, but also beautifully clean so that her child can have the most enjoyable

childhood. And only CIF with its exceptional cleaning function can help her do that.

And that’s the moment she decides to take action, together with CIF, to create a perfect

world for her beloved children.

KOLs

GÀO (VŨ PHƯƠNG THANH)

ỐC THANH VÂN

ENGAGEMENT

CIF ACADEMYCIF Academy is a mini course

provided by CIF to gives mom

knowledge about enhancing her

kids’ lives.

CIF Academy Introduction Booths

will be set up at parks, crossroads or

supermarkets to invite them to the

journey.

In this 2-week ‘away’ course, moms have to signed in the

course online or at the introduction booth.

Tips about cleaning the house, raise her kids will be

delivered to her day in day out by mails together will CIF

samples.

By doing this, we create a habit of using CIF for her, and

also familiarize CIF with her process of taking care of the

family.

AMPLIFYGREENIZE THE WORLD

A series of digital banner put

in front of supermarkets,

hypermarkets

The banner includes 2 part:

C - City and child

S – symbol of Viet Nam.

When moms buy a CIF Multi-purpose

spray, she’s invited to scan the code at

the banner.

When she scans, one gray point on the C

part - City map will be changed to green.

And so do the S part – Vietnam map.

WHAT?

SOCIALEvery scanning will distribute 1000 VND to

the fund “Shining 1 million Vietnamese’s

house” – help to repair difficult condition

houses in rural of Vietnam.

WHERE?

A thank you card will be sent to every

mom who has done the scan to praise

her on being the perfect mother for

her children

AND?

TRADE CHANNEL PLANChannel – Activation

Promotion – Shopper Relationship

ACTIVATION

DIGITAL STANDEEE CIF (Big Size) CIF GlOVE

Standee’s front is covered by several types of stains. Moms and their kids are

invited to clean them

When playing, the child will stand behind the CIF multipurpose model, and

use it to spray CIF on the dirty standee. When the screen’s covered with CIF,

moms will use the CIF’s gloves to remove stains.

At the same time, the kid’s picture will be captured and transferred to the

standee so that it will turn up little by little during the game. The more stains

are removed, the more parts of the picture will be showed.

DIRTY CORNER

PROMOTION

CIF GLOVEFrom the shopper insight: feel wet, uncomfortable

and fear that stains or detergents harm their hand,

CIF give the manipulate glove with product. CIF

Glove’s basically same to normal glove but

attached the wipe which can be changed after

using.

CIF Call is the name of CIF Hotline.

Instead of receiving orders, this hotline will be used to CIF Team to call

mom and remind them about tips on raising her kids and also, usage of CIF.

Our goal is to make CIF Call the favorite talk in the week of moms.

CIF CALLDISTRIBUTION CHANNEL

Tet is a holiday that drives a huge

demand for CIF usage

“New Year, New World”Create a new world with CIF this new year

CIF CLEANING BUSCIF’s buses go to moms’ home, clean the houses

and teach moms about CIF’s New World –

Mother-Made World.

TET HOLIDAYJAN – FEB – MAR

TRADE MARKETING PLANCOMMUNICATION PLAN

KEY OCCASIONS

KPIs MEASUREMENT

TRACKING

BUSINESS

OBJECTIVES

SOCIAL

OBJECTIVES

• Engage non-users

• 45% target became aware of CIF

• 30% get trial

• 10% purchase

• Enhancing Vietnamese children

by taking action to protect not

only their health but also their

well-beings.

• Number of article,

attendant

• Feedback on media

channel

• Number of trials

• Sale reports

• UNICEF’s reports

• Other appropriate

authorities’ reports

With 3 months

after campaign

THANK YOU

FOR WATCHING!!!