MEDIA PLAN

1

AGENDA

1. Communication Approach

1. Communication Objectives

2. Insight

3. Communication Strategy

2. Creative Concept

1. Idea

2. Execution

3. Media Plan

1. Media Objectives

2. Target Audience

3. Media Mix

4. Schedule

5. Budget

COMMUNICATION OBJECTIVES

10%top of mind

50% brand recall

90% brand awareness

20% brandpreference

INSIGHT

• Category insight: I am willing to use deodorant as long as it is not the same product my girlfriend and sister are using.

• Product insight: I have never tried deodorant stick before. I am not sure if it is as effective as my favorite roll-on.

• Consumer insight: I wish there is a deodorant that can prevent those embarrassing moments caused by bad body odor.

COMMUNICATION STRATEGY

SUPPORTTime-release odor fighter

TONALITYExciting

EnergeticHumorous

PROPOSITIONAround the clock protection

against body odor

CREATIVE CONCEPT

• Idea: Put it on to take off

• Execution: Good things screwed up

MEDIA OBJECTIVES

• 100% reach

• 80% effective reach (3+ exposure) within the first 3 months

• Monthly average frequency of 5 in the first 3 months, and monthly average frequency of 3 throughout the rest of the campaign

All within the media budget limit of US$300,000

COMPETITORS

TARGET AUDIENCE

PRIMARY TARGET AUDIENCE

•Vietnamese male young adults 20 - 29 years old, ABC segment

•White collars, including students and first jobbers

•Single or married without children

•Living in 6 key cities (Ha Noi, Ho Chi Minh City, Hai Phong, Da Nang, Can Tho, Nha Trang)

•Ubersexual

•Aware of men’s grooming, hygiene, personal care, toiletries, and cosmetic products, particularly deodorants. They are actually among the first male users of this category.

•Size: Approximately 3.5 million

TARGET AUDIENCE

SECONDARY TARGET AUDIENCE

•Primary target audience’s mothers: Vietnamese middle-aged women 40 - 65 years old. Being the key care-givers in urban middle-income and high-income families, they are they main purchasers of most personal care and household items although their decisions are often greatly influenced by other family members.

•Primary target audience’s girlfriends and wives: Vietnamese female young adults 20 - 29 years old. Being in the same generational cohort with the primary target audience, they share many common interests and pursue the similar lifestyle of modern youngsters. Their image-consciousness does not limit to only their own images but also extend to their boyfriends’ / husbands’.

MEDIA MIX

Point of Sales

(poster, leaflet, hanging mobile, floor

sticker, lift door sticker)

Point of Sales

(poster, leaflet, hanging mobile, floor

sticker, lift door sticker)

Outdoor

(billboard, bus shelter)

Outdoor

(billboard, bus shelter)

Online

(web banner, microsite)

Online

(web banner, microsite) Print

(newspaper, magazine)

Print

(newspaper, magazine)

TVCTVC

Speed Stick 24/7 holistic campaign

SCHEDULE

BUDGET

Month TVC & Print Outdoor Point of Sales Online Sampling PR Event Total

Jan-10 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0Feb-10 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0Mar-10 $ 30000 $ 10000 $ 5000 $ 5000 $ 20000 $ 0 $ 0 $ 70000Apr-10 $ 30000 $ 10000 $ 5000 $ 5000 $ 0 $ 5000 $ 0 $ 55000May-10 $ 30000 $ 10000 $ 5000 $ 5000 $ 0 $ 0 $ 0 $ 50000Jun-10 $ 10000 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 10000Jul-10 $ 10000 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 10000Aug-10 $ 20000 $ 5000 $ 0 $ 0 $ 0 $ 0 $ 0 $ 25000Sep-10 $ 20000 $ 5000 $ 0 $ 0 $ 0 $ 0 $ 25000 $ 50000Oct-10 $ 10000 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 10000Nov-10 $ 10000 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 10000Dec-10 $ 10000 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 10000Total $ 180000 $ 40000 $ 15000 $ 15000 $ 20000 $ 5000 $ 25000 $ 300000

RISK ASSESSMENT

• Low brand loyalty

• Cultural sensitivity regarding showing underarm

THANK YOU

Q&A