Marketing campaign

DOOR-IN-DOOR Group O-O

Nguyen Thi Hoang HieuLe Thao Ly

Young Marketers 2

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50% feel SHY when self-buy

condom

800,000 – 1,000,000 STIs patients in 20 different diseases (1/70 mature)

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Objectives

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Target

- Not be controlled by family.- Lack of love, concern from beloved people.- Experience demanding.

- Lack of education and awareness.- Financial constraint: low income & high

living expenses live together with boyfriends. 4Door-in-door

Theme: Door-in-door

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Strategic planning1. Advertising:

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Students (Far away from family)

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One-day event: “Being students for community”

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One-day event: “Being students for community”

Free paper bags with campaign logo for

each charity

item

Fashion show with

clothes made from condoms *

Music and cheerleadin

g performanc

e from universities 9Door-in-door

Chain of seminars: How to lead your life “ chất” in new culture?

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Workers (in industrial zones)

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Talk shows:

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Health checking:

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2. Distribution channel

Budget allocation: VND1,000,000,000 * (store decoration, negotiation with supermarket, convenient stores and local stores) 14Door-in-door

Marketing channels for campaign

Common channel: Radio (Xone FM, VOV Giao thong)15Door-in-door

Time planned & Budget allocationDuration: 4 months. Budget: for the entire campaign in 2 cities

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Time Action Method Budget

1st week

-Popularize information of seminar- Invite guest speakers

-Contact universities-Youth Union, Students’ Association

VND2,000,000 (posters for seminar and leaflets for student day)

2rd -7th week

-Organize seminar in universities-Spread information about student day and ask for reservations of booth and performance

-In university campuses.- Leaflets about student day in universities.-Enroll volunteer position at seminar

VND100,000,000 (scholarship)VND15,000,000 (guest speaker)VND5,000,000 (organization expense)

8th week

-Preparation time-Recruit volunteers.- Condom collection

-Available information in FB, website.-Advertising in Xone, VOV

VND220,000,000*VND200,000,000 **

9th week

- Organize student day VND8,000,000 (meal, drink and certificates printing)

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Time Action Method Budget

10th week

-Prepare for WORKER campaign-Medicine sponsors and checking health support-Print handbooks and make paper bags

-Contact BoD of industrial zones for approval.-Contact guest speakers and doctors.- Contact social organizations for sponsor-Volunteer recruitment

VND5,000,000 (guest speakers)VND8,000,000 (handbooks and paper bags)

11th-15th week

- Talk shows combine with health check in 10 industrial zones in both HCMC and Hanoi

VND600,000,000 *VND100,000,000**

16th week

- Press release - Charity activities

-Articles and pictures about Door-in-door campaign.-Give charity to HIV/AIDS patients and orphans

VND50,000,000

Condom used: VND50,000,000Advertising costs: VND1,363,000,000Distribution cost: VND1,000,000,000

Total costs: VND2,363,000,000

Control and evaluation

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Thank you19Door-in-door