BLM 12 - TÒ TE TÍ

SUPER FAMILY KIT

EXECUTIVE SUMMARY MỖI NGƯỜI MỘT VẺ CHĂM RĂNG
ĐÚNG KHOẺ CẢ NHÀ CÙNG VUI
PORTFOLIO
BIG IDEA

SITUATION ANALYSIS KEY Chăm răng đúng khoẻ Cả nhà cười xinh
Vietnam Electric Toothbrush market is soon to be more MESSAGE
similar to China: a fast growing yet prone to become PHASE KEY HOOK
fragmented...
With no significant differences in functionality, brands can SITUATION
INNOVATION ANALYSIS
win with their credibility and if their promise align with
MỖI RĂNG MỘT VẺ, CHĂM SAO CHO KHOẺ?
their customers...
1. Social discussion & Interactive OOH: Răng ải bà
ai?
Trigger &

TA: THE MODERN PARENTS Awareness

2. Partner with the show “Mẹ vắng nhà, bố là si
to feature a segment where dads and kids are ch
to choose the right toothbrush for their family.
Parents become more conscious of health issues when
they have children
CHĂM RĂNG ĐÚNG KHOẺ, CẢ NHÀ CƯỜI XINH
While parents might be frugal with their own needs,
1. Launching Event X Worksho .
they are more inclined to invest in high-quality The workshops can feature: Family Dental Check-
products for their family's benefit. Launch Dental Games, Product Demos

2. Photobooth Cười Xinh: A photobooth designed

INSIGHTS
families to capture and share their smiles

As a modern parent, I want to do everything I can to keep my TIKTOK CHALLENGE: CẢ NHÀ CƯỜI XINH, AI CŨ
family healthy, including their teeth. However, I've noticed that SÁNG
everyone has different dental needs, so I worry about finding encouraging families to share videos of their brus
P/S Superfamily Kit: Your Family's Engage &
the right care for each person. I just want a comprehensive routines and moments of family fun with the Sup
Comprehensive Dental Solution Amplify
solution that helps us all stay protected and get the Kit. Feature a prize for the most creative and enga
personalized care we need. video
MEGA LIVE STREAM EVENT
Market Overview: Vietnam Electric Toothbrush market is soon to be more
similar to China: a fast growing yet prone to become fragmented...

3 ...yet it also enable new

players to join the market
as well...
(1) ModorIntelligence, 2023 (2) YouNet Media, 2022

1 As a rather new category, oral care

market in Vietnam is experiencing a healthy
growth, with people becoming more Electric Toothbrush (EB):
interested in good oral health... As it serves a simple task,
2 The rise of e- 4 Besides big Yet it is high-cost,
commerce has international brands, local And lasts a long time
boosted the Vietnamese brands and (no easy trial),
electric toothbrush new Chinese brands are => EB is a difficult category
market.... also appearing. to break into new market
(3) Kantar, 2023 (2) YouNet Media, 2022

=> How can P/S expands the market while staying the market leader?
02
Market Overview:
What are other players also doing in the industry?
With no significant differences in functionality, brands can win with their credibility and if their promise align with their customers...
Oral B Colgate Brushie Panasonic
Brand Promise Nha sĩ thế giới Nụ cười rạng rỡ Bàn chải điện Làm sạch mạnh mẽ
khuyên dùng tương lai tươi sáng tích hợp máy rửa mặt mà vẫn nhẹ nhàng

Brand Essence (Clinically

(Confident smile) (Multi-functional) (Technology-focused)
recommened)

Key Product

How is P/S different?

Price Range 600.000 1.300.000
900.000VND~ 700.000VND~ P/S: “Protect Vietnamese Smile”
-3.000.000VND -3.000.000VND
P/S, after 35 years protecting
Distribution No official distributor D2C, Ecom, No official distributor Vietnamese smile with diverse
Channel Mainly pharmacies, D2C, Ecom,..
Social Com,.. Tech retailers product portfolio, now aims to
dentists,.. protect the new generation smile
with advanced technology of electric
Positioning toothbrush:
Focusing on Sonic Vibration, P/S EB
Dental care Technology
offers an effective yet gentle and
convenient way for oral care.
02
Market Overview:
Who could be P/S customers?
In order to expand the market, we need recruit NEW CUSTOMERS - the NON-USER group that hasn’t used EB yet...

Health Concious
=> Is there a way to
The EB Lover Tech-Savvy Health Enthusiasts
Highly concerned about health Highly concerned about health find a group that
and oral hygiene. and oral hygiene.
Embrace the latest technology in Prefer traditional methods and has both attributes?
their health routines. may be skeptical of new
Already using electric technology.
toothbrushes
=> We can recruit this group

EB user Never used EB

The Technology Geek Tech-Savvy Health Enthusiasts

Interested in new technology, but
Interested in new technology for
not particularly concerned about
its own sake, less focused on
health.
health benefits.
Not currently using electric
Currently using electric
toothbrushes but open to trying
toothbrushes, attracted to
new gadgets.
gadgets and innovations.
=> We can recruit this group

Tech-savvy

02
LET’S TAKE A LOOK AT OUR CUSTOMER - THE MODERN PARENTS
Demographic: Values:
Millennials parents (Age: 28-35 years old) Prefer high-quality products even if they come at a premium, believing that
Marital Status: Married better quality contributes to their family's overall well-being
Children: Aged 4-7 years Believes in value investment, willing to pay more for an innovative product
Income Level: B-A group (middle to upper-middle class) that has long-term life convenient value
Behavior:
They are comfortable with using technology, looking for modern and
effective solutions

WHY THIS GROUP?

OBSER- Vietnamese people did not pay attention to disease
prevention until:
VATION
They got health ...they got children
OR
problems...
(current-user) ((yet-to-be-user)

Parents become more conscious of health issues when

they have children
While parents might be frugal with their own needs, they
are more inclined to invest in high-quality products for
their family's benefit.
Families play a crucial role in establishing habits
=> A potential market for long term development
 Ever since becoming a parent, my protective instincts have ignited...

As a modern parents, I always want to With each family member having With each family member having
go the extra mile to keep my family unique dental needs, I'm worried unique dental needs, I'm worried
healthy and protect them from the about finding the right way to care for about finding the right way to care for
smallest threat everyone's teeth. everyone's teeth.

As a modern parent, I want to do everything I can to keep my family healthy, including their teeth. However,
I've noticed that everyone has different dental needs, so I worry about finding the right care for each person. I
just want a comprehensive solution that helps us all stay protected and get the personalized care we need.
To provide the right care for each dental needs ...

BRAND ROLE BIG IDEA

There always an hidden
S(uperhero) in PS MỖI NGƯỜI MỘT VẺ
P/S has always been the CHĂM RĂNG ĐÚNG KHOẺ
protector for Vietnamese smiles
across generations. CẢ NHÀ CÙNG VUI

KEY MESSAGE
CUSTOMER INSIGHT Chăm răng đúng khoẻ
As a modern parent, I want to do
everything I can to keep my family healthy, Cả nhà cười xinh
including their teeth. However, I've noticed
that everyone has different dental needs, so
I worry about finding the right care for each
person. I just want a comprehensive
solution that helps us all stay protected
and get the personalized care we need.
P/S Superfamily Kit: Your Family's Comprehensive Dental Solution

PROPOSITION Whitening mode gently

removes stains, giving mom's
teeth a luminous shine
The P/S Superfamily Kit provides the right dental care for young
families with parents aged 27-35 and children aged 4-7,
differentiated by three distinct electronic toothbrushes tailored Thorough
to the unique needs of mom, dad, and kids, featuring advanced cleaning
ultrasonic technology and adaptive brush heads & Multi modes mode
effectively
removes
plaque
Designed to cater to the unique dental needs of every family
member, the P/S Superfamily Kit offers a personalized and
innovative approach to oral care. This all-in-one kit includes three
specialized electronic toothbrushes, ensuring that everyone from
mom and dad to the little ones receives the optimal dental care

FEATURES
Adaptive Brush Heads & Multi Modes:
Soft bristle head and a
Customizable brush heads and modes cater to the specific
gentle cleaning mode
needs of each family member, from gentle care for to care for sensitive
sensitive teeth to intense cleaning for tougher plaque. teeth and gums.

Ultrasonic Technology
Each brush utilizes ultrasonic waves to clean even the
smallest areas with the gentlest care, ensuring a deep and
thorough clean.
OBJECTIVE

Expanding the business by BEHVORIAL

expanding the market Establish Market Leadership: Make P/S the number one choice for
first-time electronic brush users.
400,000 new users, with an initial Enhance Brand Affinity: Increase brand love and loyalty among
goal of securing 10,000 pre-orders. customers.
Shift Consumer Habits: Transform the perception of oral care,
highlighting preventing step and brushing importance and
BUSINESS encouraging investment in electronic brushes

Hashtag Usage: Achieve 5,000,000 uses of the campaign hashtag.

Event and Workshop Participation: Attract 10,000 attendees to events MARKETING
and workshops.
Total Engagement: Reach 10,000,000 engagements (likes, shares,
comments) across social media platforms.
Livestream Viewership: Attain 500,000 viewers for live streams.
BIG IDEA MỖI NGƯỜI MỘT VẺ, CHĂM RĂNG ĐÚNG KHOẺ, CẢ NHÀ CÙNG VUI
KEY MES Chăm răng đúng khoẻ, Cả nhà cười xinh

Phases Trigger & Awareness Launch Engage & Amplify

Duration 2 months 1 month 2 months

Spark curiosity and raise Lan toả độ phủ của chiến dịch,
Successfully launch the product, drive sales, and
awareness that each family thúc đẩy lượt mua hàng, tăng độ
Purpose establish the P/S Superfamily Kit as a
member needs a different trust và yêu thích với sản phẩm
comprehensive solution for family dental care
toothbrush. mới

MỖI RĂNG MỘT VẺ, CHĂM

SAO CHO KHOẺ?
CHĂM RĂNG ĐÚNG KHOẺ, CẢ NHÀ CƯỜI XINH TIKTOK CHALLENGE: CẢ NHÀ
1. Social discussion &
1. Launching Event X Workshop partner with CƯỜI XINH, AI CŨNG TOẢ SÁNG
Interactive OOH: Răng ải
school and organization, and invite well-known encouraging families to share
bàn chải ai?
family influencers like Nhà Pam and Nhà Khủng videos of their brushing routines
Long Family to participate. and moments of family fun with
Key hook 2. Partner with the show
The workshops can feature: Family Dental Check- the Superfamily Kit. Feature a
“Mẹ vắng nhà, bố là siêu
ups, Dental Games, Product Demos prize for the most creative and
nhân” to feature a segment
engaging video
where dads and kids are
2. Photobooth Cười Xinh: A photobooth designed
challenged to choose the
for families to capture and share their smiles MEGA LIVE STREAM EVENT
right toothbrush for their
family.

Community page, Forum seeding,

Supporting tactic Social Ads
Social Ads, PR, KOL, KOC, Offline trial booth Social Medi, Community Page
 DISTRIBUTION CHANNEL EXPANSION
Ultilizing P/S reputation and wide product portfolio, asides from the current key channel E-Commerce, P/S could further expand to MT channels

Trade Strategy

POSM at point of sale: Posters, flyers

advertising, standee, booth, divider, display
island
Displaying goods: In a place within reach
customer's eyes - easy to see: The shelves are
at the top - middle, near the cashier,
Promotional activities: buy one get one,
bundling with existing products available
Supermarkets, Hypermarkets,... Specialty Health and Beauty Retailers from Unilever,...
Point-of-sale activation: Activation (at sales
channels, primary schools, product trial (feel
the speed of the brush)

Pharmacies, Dental Clinics,... Mom-and-Pop Shops

PHASE KPI BUDGET

- Achieve at least 10000 social media posts and

discussions related to "Răng ải bàn chải ai?"
- Reach a total of 2 million likes, shares, and
Trigger &
comments across social media platforms. 0.3M Euro
Awareness
- Ensure the campaign hashtag #BanChaiChoAi
reaches 5 million impressions

KPI &
.- Recive 1000 Pre-order

- Achieve at least 10,000 attendees at the

Launch
launching event and workshops.
- Reach a total audience of 5 million through
influencer posts and stories 0.5M Euro
BUDGET
.- Reach a total of 500,000 likes, comments, and
shares on photobooth images.
- Sell 300,000 P/S Superfamily Kits

- 15 million views, 3 million likes, and 500,000

comments on challenge videos and other social
discussion post
Engage &
- Target 500,000 live stream viewers. 0.2M Euro
Amplify
- Achieve 100,000 interactions (comments, likes,
shares) during the live stream.
- Drive 100,000 P/S Superfamily Kit sales