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BRANDAHOLIC
Young Marketers 2Nguyen Hoang Vu
Duong Ngoc Huong Thao
Client Background
• Belongs to Thai Nippon Rubber Industry Co., Ltd (Thailand)
• First launched in VN in 1994 by the Department for International Development (DFID)
• Approx. 300 millions OK condoms are sold in VN every year
SWOT AnalysisStrengths Weaknesses- Market leader in VN (59% market share)- Cover 90% pharmacies across VN - Top-of-mind, brand name becomes synonym for “condom” in VN little need to create brand awareness- Affordable price, fair quality able to target young consumers, BCD income
- Unattractive packaging, weak visual identity- Although high, sales slightly decrease over time
Opportunities Threats- Young population with high percentage of premarital sex Potential condom market- Subsidy policy from government competitive price
- Cheap price may imply low-quality- In VN, it’s still taboo to talk openly about sex- 15-17% Vietnamese young people regard condom as “tool” for the promiscuous & sex workers
Price (VND)
Quality
8,000/3 pcs3,500/3 pcs
45,000/3 pcs
150,000/3 pcs
Direct Competitors
Indirect Competitors
Intrauterine device Rhythm Pill
Target Audience
• Male & Female, 18-24• Income BCD• Hanoi & HCMC• Have sex & concern for sex health
I trust my boyfriend with all my heart – there’s no way
he has STD.
Open yourself up to new experiences, why not? You
only live once!
I want to protect my girlfriend, but I’m
afraid using condoms would make her feel
insulted.
Everytime I buy a condom, people look at me as if I was a bad guy.
Objectives
• To reinforce OK’s top-of-mind awareness among 80% of the target public at the end of the campaign (after 6 months)
• To generate brand preference among 70% of the target public after 6 months
• To condom use among the target audience from 45% to 65% after 6 months
• To brand profit by 15% after 6 months
Insight
Vietnamese young adults feel embarrassed about buying & using condom because they associate this sensitive product with promiscuous people & sex workers
Big Idea
OK Condom – Privilege of the Bold(Bao cao su OK – Đặc quyền của người bản lĩnh)
+
Reasons to Believe
• The bold take responsibility for their own ways of living, without caring much about what other people may think
• Conventional prejudice against condom turns out to be unreasonable and anti-scientific in modern society
Having condoms in hand shows one’s strong will, maturity & good sex knowledge
Marketing Strategy
ProductCurrently, OK Condom has 2 sizes and 3 smells:
OK Condom should diversify the product’s texture & re-design the packaging
PriceWholesale price: 617 VND/pc
Retail price: 5,000 VND/3 pcs
Place• Guest houses/Hotels• Condom boutiques/Online shops• Supermarkets/Convenience stores• Health clinics/Pharmacies• Bars/Nightclubs
PromotionPhase 1: Public Attention
Phase 2: Public Engagement
Phase 3: Product Trial
Phase 1 – Public Attention (Dec 2013 – Jan 2014)
Primary tactic: “Bold as Backpackers” (Bản lĩnh phượt thủ) reality webisodes
a) Contestant: 10 key influencers within Vietnamese “phượt” community
Rosie Nguyen Quy Coc Tu Thanh Tina
Phase 1 – Public Attention (Dec 2013 – Jan 2014)
“Bold as Backpackers”b) Format: 10 contestants compete in a cross-country
travel race (from HCMC to Hanoi). Audiences decide what roads and challenges each has to go through by voting on FB.
c) Airing period: 1/12/2013 (World AIDS Day) – 26/1/2014
d) Brand placement: logo & brand color on bikes, logo as GPS navigator (journey maps publicly updated), product as prize, earned media & secondary tactics.
Phase 1 – Public Attention (Dec 2013 – Jan 2014)
Secondary tactics:
PR- Press conference- Editorial- Social networks (Facebook, contestants’ blogs)
Advertising- Print ad- Online banner- Microsite- Billboard- Transit ad (bus & taxi)- POSM (flyer,brochure, guidebook for backpackers, etc.)
Phase 2 – Public Engagement (Feb 2014)
Primary tactic: “Dare to love” (Ngại gì yêu) guerrilla event
a) Unexpected invitation: OK’s salespeople
disguise as street flower sellers 2 days
before Valentine (12-14/2/2014) with two
different buckets (normal flowers &
condom-based flowers). When a buyer
picks a condom-based flower, the seller
will congratulate him/her and give him/her
a pair of tickets to the “Dare to love” pool
party.
Phase 2 – Public Engagement (Feb 2014)
Primary tactic: “Dare to love” (Ngại gì yêu) guerrilla event b) Pool party
Secondary tactics:
Date: 14/2/2014
Venue:- Kim Cương Island (HCMC)- Tuổi Trẻ Park (Hanoi)
Guests: Celeb couples & brand ambassadors
PR- Editorial- Social networks - Word-of-mouth
Advertising- Online banner- Microsite- Viral video - Cinema advertising- POSM
Phase 3 – Product Trial (Mar – May 2014)
Primary tactic #1: “Condom tour” mobile classrooms in universities
Activities:- Screening short films about condom use & safe sex (*)
- Exhibiting comic illustrations of STD viruses- Open talk with experts and celebrities- Introducing “Condom Rebellion” mobile app- Handing out condom samples
* Prior to this tour, an amateur film-making competition will be held among university students, so that they can either participate or vote for their fellows’ works.
Phase 3 – Product Trial (Mar – May 2014)
Primary tactic #2: “Condom Rebellion” mobile app
In this game, the player uses a condom to catch misleading prejudices and destroy them to step up to the next level.
Phase 3 – Product Trial (Mar – May 2014)
Secondary tactics:
PR- Press conference- Editorial- Social networks- University forum seeding- Celebrity endorsement
Advertising- Print ad- Online banner- Microsite- Transit ad (bus & taxi)- POSM- In-store TVC
Other- Sampling- Merchandising (umbrella, backpacks, etc.)
Budget & Evaluation
30%
16%
20%
34%
Sales
Bold as BackpackersDare to LoveCondom Tour & AppOther
Total: 5 billion VND
Quantitative Evaluation
Qualitative Evaluation
- Survey- Sales figures- FB views & followers- Microsite visitors- Online ad pay-per-click- Event participants- Market share & mind share- Return on investment (ROI)
- Focus group- Interview- Free media coverage