Download - Sunhouse final
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