PITCH PRESENTATION

N&M Advertising Agency

Account executive : Dong Thi Bao NganCreative director : Ngo Thuy Ha MyCopywriter : Le Hue ManArt director : Nguyen Bao Ngan

Content1. Client background 2. SWOT Analysis3. Target audience4. Problem + Solution5. Big idea6. Objectives7. Key message + IMC8. Timeline + Budget

Client Background

● 1988 : Trinh Thanh Nhon founded Son Hai Co.

● Later : Son Hai Da Lan● 1993 - 1994: golden era of Da Lan● 1995 : sold to Colgate.● 2010 : T.T.Nhon recovered the brand name.

Strengths● Vietnamese iconic brand in the 90s.● guarantee product safety ● herb long-lasting breath freshening● 10 - 20% cheaper

Weaknesses● no budget for:➔ research team➔ promoting communication● difficulties in distribution system● not strong in financial aspect

Opportunities● Government’s campaign “Vietnamese

people use Vietnamese goods”.● previous consumers happy with Da Lan’s

return

Threats● Colgate and P/S: 90% of the market● Vietnamese prefer foreign products

SWOT Analysis

Target Audience● Demographic:

married women, 30 - 45, low - middle income● Geographic:

Ha Noi, Ho Chi Minh City● Buying behaviors:

once per 2 months● Benefit sought:

whiten + strengthen your teeth, reasonable price

Problem

Vietnamese prefer foreign to domestic products.

SolutionChanging Vietnamese’s attitude.

Big IdeaPATRIOTISMVietnamese love Viet Nam.➔ confident, loyal to Vietnamese product.

Tone of mood:● emotionally inspired, gentle, mature.● Creative techniques:

○ find an emotion○ music

Objectives

● Communication Objective:○ Raise the target audience (TA)’s awareness of Da Lan’s

remarkable return by 30% after 3 months.

● Action Objectives:○ Reach 5% of the TA using samples after watching the TVC.○ Have 2500 people of the TA attending the relaunch event.

(Population of HCM city: 7.629.815 people)

Key Message + IMC ToolsWe are proud to be Vietnamese using a Vietnamese

product.● Slogan: Da Lan - Proud to be Vietnamese● IMC tools:

o Advertising - Print ads + TVCo PR (Publicity) - Relaunch evento Sales promotion - Sampling events

PR - Relaunch Event

Vietnamese concert Trade exhibition / Fair

Sales promotion - Sampling events

Print Ads

Women World magazine Marketing and Family magazine

Timeline and Budget● TVC:

○ During the campaign○ Prime time: 20h - 20h30 (pulsing pattern - first 3 weeks)○ Budget: 750 million dong

● Launching event: ○ 2 September○ Budget: 600 million dong

● Product sampling event + Point of purchase:○ During October○ Budget: 400 million dong

● Print ad: ○ During the campaign○ 200 million dong

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>