x-liquidBao Minh – Cong Dung – Quynh Phuong – Hoang Yen – Quang Huy - Lan Chi

Brand Ideation

• Level 1: Functional

agendaProduct Insight

Product Concept

Brand Idea

Market Overview

Brand Essence

Marketing Mix

Attribute: Stain Removal

Emotional: Dirt is good

Mostly using

machine

Powder still

dominants

Attribute: Whitening

Emotional: Add more fun to family life

Attribute: “Sạch tinhtươm từ năng lượng

nhiệt Aba”

Functional driven

Attribute: Stain Removal

Emotional: Encourage Vietnamese Women to

confidently move forward

Attribute: Bright Whitening (Trắng sáng)

Purpose: New white uniform for Poor students

is so competitve with some key drivers being established already:Stain Removal, Whitening, Aroma.

Attribute: Aroma & Stain Removal

Emotional: Gently Scented Life

is the growing market with the growth of using washing machine. They gain some benefits:

- easily dissolved in water

- good for washing machine

- Better for cotten cloths then powder

Category

Liquid Detergent

Powder Detergent

observationHow do people wash their panties?as we observe...

Washing process

7 out of 10 people will have the same washing process..

powder laundry detergentCons: not dissolve well and stuck in underwear => easily harmful to vulnerable body part of girls/women

Other detergent ingredients...

shampoo/ shower gelCons: not designed for washing under and not strong enough to kill bacteria

Fill a bucket with water

Prewash by water/ hot water

Wash with detergent

Wash again with other clothes by washing

machine (if any)

Fill a bucket with water

Each washing way is not hygiene enough for our underwearBut we still prewash underwear in own way...

We always need a PREWASH SOLUTION for our pantiesà BIG UNMET NEED

24 – 45 ,AB CLive in urban Demanding and always seek for better solutions for family.Care for health and gynecological problems.Combine machine wash & hand w.ashBehavior: Pre – wash panties

D

E, F

C

B

ASA

Women 24 -45 : 16,4% = 15, 58 triệu (population : 95 milion )= > Estimate Women 24 -45 ABC : 15,58 *0,65 = 10,127 triệu

target consumer

Profiling

Market Size

Strategy Fact

Consequence

• 90% Vietnamese women are infected common gynecological disease. (Ministry of Public Health )

• Among them, the number of women have high income and knowledge is accounting for 70%

• 75% of women of reproductive life at least once suffered from vaginitis and 40-50% of these women were infected by two or more times. (the World Health Organization )

Losing confidence Negatively affect married lifeDeclining health Risk of infertility

à Women, especially married women easily to get gynecological diseases.

That why women are often interested in products related to the sensitive area, especially panties.

Brand Positioning• PRODUCTTRUTH:InheritedtheheritageofVietnameseshoebrand&enduringqualityfromBiti’s.Light&activeproductdesign.

• COMPETITION:competinginsportsfootwear,especiallysport-inspiredsub-category;competingmainlywithunbrandedsportsfootwear&othermainstreambrands,benchmarkingwithinternationalbrandsasNike,Adidas

• CONSUMERS:Vietnamesepeople,aged15-35,corerange18-24,nationwidebuturban&sub- urbanfocus,incomeBC

• INSIGHT:AsayoungVietnamese,Ilovetolivefullofnewexperiences,travellingtonewplaces,meetingnewfriends,doingnewthingstofulfillmylife,andIneedafootwearthatshowsupmycoolness,myactivelifestylesandIcanuseitcomfortably&confidentlyondifferentexperiencingjourneys.

product insightAs women, I desire a prewash solution for my panty. It

should be designed to serve for my desire there but can

wash throughouly

product conceptThe formulation consists of jasmine (natural

antiseptic), ion-based & tea tree extracts (dirt

wash + prevent itchiness)

PREWASH DETERGENT – HYGIENE & GENTLE

Liquid detergent is easily soluble in water, which helps wash away bacteriums remaining in each interstitial fabric.

Women always have their own unmentionables. When those unmentionables are kept, they feel more secure.

I need a soulmate who understands and cares for my unmentionables in my daily life.

CARING FOR UNMENTIONABLE

brand ideaBrand Truth

Category Truth

Consumer Truth

Caring for unmentionables

BRAND IDEA

INSIGHT

TO WHOM WHAT NEED DIFFERENTIATED BY RTBsVietnamese marriedwomen, aged 24-45, income ABC.

Care for health especially gynecological problems.

Function: A hygiene and gentle prewash detergent.

Emotion: A soulmatecaring for women’s unmentionables.

Vietnamese first high-quality brand with the product designed & best match for unmentionable needs of Vietnamese women in their daily life with an empowering spirit.

The formulation consists of jasmine (natural antiseptic), ion-based & tea tree extracts (dirt wash + prevent itchiness)

positioning statement

Tailored for caring

Vietnamese Women's

unmentionables

Emotional Benefit: be a soulmate of

understanding and caring for

unmentionables

Values, beliefs and pesonalities: reliable,

gentle, caring, friendly,

understanding, light

Differentation: Vietnamese first high-quality brand with the product designed &

best match for unmentionable needs

of Vietnamese women in their daily

life with an empowering spirit.

Functional Benefit: hygiene and gentle,

natural autiseptic, dirt wash, prevent

itchiness

brand essence

• 70% MT• 30% GT

6PsPackaging

Product

Price

Place

• Format: Pump bottle with appropriate amount of liquid detergent for each pump• Pack size:

112 ml ( 1 using month/person )250 ml

• Liquid detergent which specially designed for washing painting with the highest hygiene formulation of combination from jasmine, ion-based and tea tree extract

• Small size: 16.800 VND• Big size: 34.000 VND

• Communication: • Connect with Dermatology Hospital to

prove our product function • TV show: Interview with Dermatologist• PR: Advice articles from Dermatologist

on family/women magazines, newspapers

• Social media: KOLs sharing• Trade:

• Sampling : increase trial usage• Shopper advisor• Main shelf : increase awareness of

product

6PsPromotion

Proposition

• Hygenie and gentle prewash liquid detergent

Brand Development Roadmap

• 2017: Launching X-Liquid and educate the target consumer

on the importance of using our prewash detergent

• 2018: continue on building X-liquid as the best prewash

detergent for Vietnamese women. Emotional: build X-liquid

as a soulmate of unmentionable stories of them

• 2019: Recruite male users and new innovation for male

unmentionables.

• 2020: Leverage and own the platform “unmentionables”

brand communication roadmap

thank youBao Minh – Cong Dung – Quynh Phuong –

Hoang Yen – Quang Huy - Lan Chi