Prepared by:Account executive : Dong Thi Bao NganCreative director : Ngo Thuy Ha MyCopywriter : Le Hue ManArt director : Nguyen Bao NganProduct : Da Lan ToothpastePinterest URL : http://www.pinterest.com/s3461781/Title of brief : Re-launch Campaign for Da Lan ToothpasteDate of brief : 26th August 2014

DA LAN TOOTHPASTEI. Client Background

According to ThanhNien online (Nguyen, N & Hoang, V 2013) and ICC (n.d.):

History:

➔ In 1988, Trinh Thanh Nhon founded Son Hai Company producing toothpaste in Ho Chi

Minh City. Later, he changed the brand name into “Da Lan”.

➔ From 1993 to 1994, Da Lan used to be a famous brand accounting for 70% toothpaste

market.

➔ In 1995, after being sold to Colgate, Da Lan developed for 3 more months.

➔ Then Colgate announced that Da Lan went bankrupt to dissipate the name “Da Lan” in

the market.

➔ In 2010, Trinh Thanh Nhon recovered the brand and joined the International Cosmetics

Company (ICC).

Insights:

➔ popular in the north of Vietnam.

➔ exported to Laos, Cambodia and China.

➔ defeated Chinese products.

➔ Thanh Nhon did not take building the brand seriously. (He intended to sell the brand if it

did not bring profits.) (Tien Phong 2013)

I. Key facts

Strengths:

➔ Brand:

◆ experienced a long history (since 1988)

◆ used to be an iconic Vietnamese brand in 1990s (Son Nhung 2011)

◆ Founder T.T.Nhon improves the long-term strategy: develop the distribution

system through agents (South-East Newspaper 2014)

◆ invested more on modern technology and machine in the factory, careful

research on producing formula (ICC n.d.)

➔ Product:

◆ whitening, preventing tooth decay, healthy teeth (ICC n.d.)

◆ with the use of herb, Da Lan brings us long-lasting breath freshening (ICC n.d.)

◆ guarantee product safety and reasonable price (Thai News Service Group 2010)

◆ high-quality ingredients (ICC n.d.)

◆ 10% - 20% cheaper than other toothpaste brands (ICC n.d.)

◆ Packaging: changing from an old man with a “white” smile to a young woman

with attractive white and healthy teeth => appropriate with modern age

Weaknesses:

According to Vietnam Association of Consumer Goods Development 2012:

➔ still not enough budget for research team compared with other brands

➔ no budget for promoting communication

➔ distribution system to customers faces a lot of difficulties of time and budget

➔ not strong compared with competitors in financial aspect (Vietnam Association of

Consumer Goods Development 2012)

Opportunities:

➔ not many Vietnamese toothpaste brands in the market

➔ follow the Government’s campaign “Vietnamese people use Vietnamese goods”

➔ previous customers are happy with Da Lan’s return (high level of loyalty) (Son Nhung

2011)

➔ Consumers ranked Da Lan as “Vietnamese brand with high quality” (ICC n.d.)

Threats:

➔ compete with other famous foreign brands, especially when Colgate Palmolive, Unilever

and P&G multinational companies entered Vietnam market

➔ Colgate and P/S account for 90% of the market (Nguyen, N & Hoang, V 2013)

➔ Vietnamese prefer foreign products to domestic ones (Quynh Anh 2013)

I. Target audience Demographics

➔ married women➔ 30 to 45 years old➔ low and middle income

Geographic:➔ Ha Noi - the capital of Vietnam➔ Ho Chi Minh City - the biggest city in Vietnam

Psychographics ➔ prefer domestic products➔ caring for family➔ love free samples

Buying Behaviour➔ buy the product once per 2 months➔ brand loyalty➔ have the habit of buying each consumer goods in large quantities

Benefits Sought➔ whiten and strengthen your teeth➔ lower price but good quality

I. Objective: ➔ Communication objective:

◆ Raise awareness of the target audience about Da Lan’s remarkable return by 30% after 3 months.

➔ Action objective:◆ Increase the number of trials by 5% after watching the TVC.◆ Reach 2500 people of the target audience who come to Da Lan booth and care

for Da Lan toothpaste. (Population of Ho Chi Minh city: 7.629.815 people)

I. Key message : ● We are proud to be Vietnamese using a Vietnamese product.● Slogan: Da Lan - Proud to be Vietnamese

I. Tone of mood:

➔ strong but emotionally inspired, gentle, soft and mature➔ Creative techniques:

◆ Find a feeling or emotion◆ music

I. Timing / Deadline of Deliverables budget:Campaign: 3 months from August 20th to November 20th

➔ 1 x TVC

◆ 20 August to 20 November

◆ Prime time: 8 p.m. - 8h30 p.m. (pulsing pattern in the first 3 weeks). 25,000,000

VND/30s (TVAds 2014)

➔ Launching event:

◆ at Le Thi Rieng Park, Hochiminh City

◆ on 2 September

➔ Product sampling:

◆ free toothpaste delivery

◆ during October (on the weekends)

◆ at BigC and Coopmart supermarket

➔ Print ad:

◆ Tiep Thi va Gia Dinh magazine, The Gioi Phu Nu magazine

◆ during the 12 weeks of the campaign

➔ Point of purchase

Budget: (unit: 1,000,000 vnd)Materials Cost

TVC 750 Launching event: 600 Product sampling event: 400 Print ad + POP: 200Total 1950

I. Mandatories: ➔ In The local law No.16/2012/QH13 of Congress:

◆ Ethics:

● Advertising content has to ensure accuracy and honesty and does not

damage producers, businessmen and consumers.

◆ Liability:

● Ensuring that products, goods and services’ quality is appropriate with

advertising content.

Reference list:

ICC 2013, ‘3 characteristics of Da Lan’, viewed 1 August 2014, <http://iccdalan.vn/vi/products/da-lan-3-chuc-nang.html >

ICC 2013, ‘Da Lan toothpaste: Entering the international market’, viewed 1 August 2014, <http://iccdalan.vn/vi/news/kem-danh-rang-da-lan-vuon-ra-thi-truong-quoc-te.html>

News Board VnExpress 2013, ‘Map of Vietnam population’, viewed 15 August 2014, <https://maps.google.com/maps/ms?msid=210628486161604615336.0004e9dc1104976e8acb4&msa=0&dg=feature>

Nguyen, N & Hoang, V 2013, ‘The battle of Vietnamese brands - Part 2: Bitter Da Lan’, Thanhnien Online, 2 July, viewed 7 August 2014, <http://www.thanhnien.com.vn/pages/20130701/cuoc-chien-thuong-hieu-viet-ky-2-nang-da-lan-dang-cay.aspx>

Quynh Anh 2013, ‘Consumers Increasingly Prefer Local Products’, National Times, 9 December, viewed 18 August 2014, <http://www.nationaltimes.vn/economic-news/consumers-increasingly-prefer-local-products-120724.html>

SOCIALIST REPUBLIC OF VIET NAM - GOVERNMENT PORTAL 2014, The local law No.16/2012/QH13 of Congress: ADVERTISING LAW, President of Congress, Viet Nam, <http://www.chinhphu.vn/portal/page/portal/chinhphu/hethongvanban?mode=detail&document_id=163008>

Son Nhung 2011, ‘Da Lan: Back into live’, CafeBiz, 23 August, viewed 2 August 2014, http://cafebiz.vn/cau-chuyen-kinh-doanh/thuong-hieu-da-lan-tu-coi-chet-tro-ve--20110822112718789ca47.chn.

South-East Newspaper 2014, ‘Difficulties in Da Lan business’, DOANH NHÂN VÀNG - Tổng hợp tin doanh nhân, viewed 4 August 2014, <http://www.doanhnhanvang.com/kinh-doanh/lan-dan-duong-kinh-doanh-cua-cha-de-da-lan-4120.html>

Thai News Service Group 2010, ‘Vietnam: Distribution key to cosmetic market’, Asia News Monitor, Jan 5, viewed 31 July 2014, ProQuest Central database, <http://search.proquest.com.ezproxy.lib.rmit.edu.au/docview/1239988780/1EDCD9E53E824A0FPQ/1?accountid=13552>

Tien Phong 2013, Father of Da Lan toothpaste in the past and now, tienphong.vn, 12 July, viewed 3 August 2014, <http://www.tienphong.vn/Kinh-Te/cha-de-kem-danh-rang-da-lan-ngay-ay-bay-gio-636431.tpo>

TVAds 2014, ‘ Advertinsing Costs’, viewed 8 August 2014 <http://tvad.com.vn/images/files/so2.2014.pdf>

Vietnam Association of Consumer Goods Development 2012, ‘The journey of looking back Da Lan toothpaste brand’, VACOD, viewed 2 August 2014, <http://vacod.vn/hanh-trinh-tim-lai-thuong-hieu-cua-kem-danh-rang-da-lan-d-6646>