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BRANDAHOLIC Young Marketers 2 Nguyen Hoang Vu Duong Ngoc Huong Thao

Young Marketers 2 - Brandaholic

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Page 1: Young Marketers 2 - Brandaholic

BRANDAHOLIC

Young Marketers 2Nguyen Hoang Vu

Duong Ngoc Huong Thao

Page 2: Young Marketers 2 - Brandaholic

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

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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

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Price (VND)

Quality

8,000/3 pcs3,500/3 pcs

45,000/3 pcs

150,000/3 pcs

Direct Competitors

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Indirect Competitors

Intrauterine device Rhythm Pill

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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.

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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

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Insight

Vietnamese young adults feel embarrassed about buying & using condom because they associate this sensitive product with promiscuous people & sex workers

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Big Idea

OK Condom – Privilege of the Bold(Bao cao su OK – Đặc quyền của người bản lĩnh)

+

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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

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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

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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

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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.

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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.)

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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.

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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

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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.

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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.

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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.)

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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