Case study 123112313

NEW PRODUCT LAUNCH
PROPOSAL
OSAHI VIETNAM 2017


TARGET CONSUMER
Demographic
•
•
•
•

Age: 25-35
Occupation: office
Personal income: A/B
Area: urban

Behaviour
• Young – active – self-confident – trend to express herself
• DIY girl, natural attraction, like to be unique



CONCEPT
Benefit
s

Your unique smell
Scent extracted from nature
DIY shower gel

CONCEPT

Reaso
n to
believ
e

Natural essential oil 100% is the export
ingredients anually for perfume manufactures
in Europe – America. Did you know that
essential oil cannot dissolve in water or
chemicals? Only in other essential oils, it will
dissolve itself! You can also buy another
essential oils in the market, however, they
cannot be mixed with any other shower gels
and create such a special fragrance like this
product.


KEY MESSAGE


MEDIA HABITS

Wake up
Internet surfing

Chit chat
Mouth to mouth

On the way to work –
see billboard inside
elevators

Office work hours
Internet surfing

Nightlife
Coffee shop – cinema

Weekend
Spa, shopping, gym
center, internet
surfing


IMC PLAN

Digita
l

Google search SEM: “DIY mỹ phẩm”, “sữa tắm tự nhiên”, “sữa tắm
nước hoa”, sữa tắm Nhật”
GDN: cosmetics & beauty pages

Facebook fan page: daily posts, mini-game (characteristic
guessing…)
Youtube ads

IMC

KOL

Chi Pu – Gil Lê
Event – Social media
TVC


IMC
Activatio
n

Experience at supermarket: mix & match the scents, handling samples

Launching event at Vivo city

POSM supermarket shelves - Scent of shower fling the fragrance around
display shelves (by essential oil)

Workshop about fragrance by Ms. Huỳnh Hải Yến – author of the book
“Bí mật mùi hương” & “Ốc đảo mùi hương”. Release some voucher to
have this signed book when buying Osahi.


IMC

TV
C

Chi Pu & Gil Lê
Mix & Match song


IMC
Partnershi
p

California fitness

Soul Yoga/ Yoga Sculpt n Shape/ Yoga Nhất dáng nhì
da/ Pour vous center…
Cinema: CGV/ BHD


BREAKTHROUGH
• SCENT OF SHOWER FLING THE FRAGRANCE
AROUND: ELEVATOR (NEXT TO THE TV
SCREEN)
• COOPERATE TO CREATE SOME SPECIAL
FRAGRANCES.


6P’ - PRODUCT

Core Be self-confident with
valu your unique shower
scent, nurture your skin
e

from inside.


6P’ - PRODUCT

Actu
al
value

Brand name: Osahi DIY

Quality level: middle

Packing: 01 bottle size 400ml+ 1 perfume pack 50ml. Consumer can multi-choice
perfume pack And Travel kit size 100ml ( including function bath and shampoo)

Design: use paint art for label, vintage color


6P’ - PRICE

Unit
pric
e

Full size 400ml: 190.000đ/ pcs
Perfume pack 50ml:40.000đ/ pcs
Travel kit size 100ml: 50.000đ/
pcs

6P’ - PLACE
Distributi
on

GT: Market

Ecommerce: Adayroi, lotte.vn, Lazada,

MT: Coop, bigc, aeon mart, convenience store (mini
stop; coop extra, vin mart,…)


6P’ - PROMOTION
Sales
promoti
on

Buy 2 full size get free 01 perfume pack
Buy 2 full size get free 01 travel kit
special price for bundle 01 full size + 01 perfume pack
bill 300K of mart get coupon 50K for 01 bundle 2 full size bottle