DAME TEAM

PRESENTATION

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Trinh Chan Khoa htrinhkhoah@gmail.com
UEL - VNUHCM

Trinh Ngoc Bao Tran tngbtr.baotran@gmail.com
UEL - VNUHCM

Nguyen Thanh Hoa nhoa59874@gmail.com
IU - VNUHCM

Source: Statista

Viet Nam Haircare Market

Revenue in the Hair Care segment amounts to US$217.7m in 2022. The market is expected to grow annually by 1.81% (CAGR 2022-2026) (Source: Statista)

Dandruff is one of the most common hair problems people face in Vietnam Hair Care market.

Clear was market leader in Anti-dandruff shampoo.

GenZ use many different type of shampoo, not just anti-dandruff shampoo → From NO.1 anti-dandruff shampoo brand among the total population to NO.1 brand among Gen Z by constantly innovating our products and driving emotional relevance through purpose.

The Challenge

How will Clear – as the No.1 Anti-Dandruff shampoo brand inspire Vietnamese youth (18 – 25, male & female) to clear their mind off peer pressure anxieties and show the world what they are made of.

The BIGGEST SOURCE of ANXIETY

Social anxiety, especially peer pressure is magnified in the face of uncertainty, within today’s Covid context and among Gen Z - Students (18-22) & First jobbers (22-25). The influence exerted by a peer group on its individual members to fit in with or conform to the group’s norms and expectations. Peer pressure may have positive socialization value but may also have negative consequences for mental or physical health.

* Source:
Arming youth with resilience, Clear White Paper, 2020.
APA Dictionary of Psychology: Peer Pressure

Business Objective

Gain market share of Clear from ~20% to 35%

Marketing Objective

50% Vietnamese GenZ, especially 70% GenZ First Jobber can aware that Clear is an motivational and inspirational anti-dandruff shampoo which can help people refresh their mind & push themselves to do whatever they like.
Achieve 40% Target Customer (TA) trial & purchase intent.

Communication Objective

Insprire Vietnamese GenZ (18-25, male & female) to clear their mind off peer pressure anxieties and show the world what they are made of

Source: qandme.net

Communication Task

Get Vietnamese Youth to use Clear with the message “Clear them off, Show off yourself” to break all barriers in thought to satisfy their burning passion by clearing their mind off peer pressure anxieties and show the world what they are made of.

Target Audience

Split into two groups

Primary

Gen Z First Jobber (22-25)

○ Be able to pay for themselves.
○ Be active on social media.
○ Heavily affected by “peer pressure”
○ Be dynamic and eager to learn.

○ Most of them are not able to pay for themselves.
○ Heavily influenced by social media.
○ The desire to express themselves is great.

Secondary

Gen Z Student (18-22)

Insight

Truth - Tension - Motivation Framework

TRUTH

Generation Z (GenZ) is dynamic, overenthusiastic, likes to break through and always wants to live with fullest passions.

TENSION

The peers around them have been and are achieving with their own choices that give you a lot of pressure in thinking.

MOTIVATION

You want to get rid of all the limits of your thinking, the pressure you are facing, the social prejudices and being passionate about your passion.

INSIGHT

As a GenZ First Jobber, I have a need to devote my youth to my passions rather than spending my times with jobs that I don't like.

But my friends have had achievements with their pre-planned plans, so I feel unsecured with my cherished passions.

I feel pressured and do not dare to force myself out of your comfort zone.

I WANT TO BE BRAVE ONCE
TO ALL BARRIERS
TO SATISFY MY
BURNING PASSION

Big Idea

Big Idea and Key Message

BIG IDEA

Be whoever you are, Do whatever you want

KEY MESSAGE

Clear them off - Show off yourself

We want GenZ to realize a message that as long as they get rid of the misconceptions about peer pressure and make good use of its positive side, new opportunities will surely come to them for them to express themselves and live a life to the fullest with passion.