Young Marketers 2

Tran Thuy Quynh NhuKhau Nguyen Du Linh

AGENDAStage 1

• Product Overview • Competitor Analysis• Positioning Map• SWOT • Target Audience • Customer Insights • Problem Statement &

Marketing Objectives

Stage 2• Big Idea• IMC Program• Implementation Plan • Costing• Evaluation

PRODUCT OVERVIEW• Distributed by DKT Viet Nam • Available in 11,000 outlets; including 9,000

pharmacies• Normal condom brand • 4 types (normal, long shock, dotted, flavored)

with 6 different flavors: plain, orange, strawberry, apple, mint and banana

• The price is cheaper than other brands in the market: – 9.000 VND per small box– 144.000 VND per large box

COMPETITOR ANALYSIS

Based on the popularity of condom brands in Vietnam, we choose Durex, Okamoto and Sagami as OK’s direct competitors.• Durex is a popular brand not only in Vietnam but

also internationally famous. Therefore, Durex is OK’s biggest competitors due to their huge customer base and high brand awareness.

• Okamoto is a Japanese brand famous for their high quality and super thin condoms. With medium price range, Okamoto attracts many buyers in Vietnam.

• Sagami is a luxury brand from Japan that targets a higher price range with a wider range of products. Due to its high price, their customer base is quite selective.

POSITIONING MAP

High Price

Availability of Condom Types

Compared with Durex’s competitors in Vietnam, OK lacks in the availability of condom types(fragrance, longshot, dotted and natural) while Okamoto, Sagami and Durex has a wider range of choices (ultrathin, peak performance, performa and ribbed..). On the other hand, OK condom has a price advantage (only 9,000VND/per box) thanks to government support.

SWOT

STRENGTHS WEAKNESSES

• First condom brand in Viet Nam• Received Financial Support policy by

Vietnamese Government• Cheap – not to receive profit• Have strong ethical goals – focus on

Young adult• Natural latex, without color

• Hard to find in online market and convenient shops

• Hard to Information about OK company because the web address was under another name.

OPPORTUNITIES THREATS

• Will be a suitable brands for normal and low income people

• Have to compete with different foreign brands like Durex, Okomoto, Sagami to find its position in the market

• Create doubts among Vietnamese consumer about its quality

CUSTOMER INSIGHTSegmenting Variables

Sub-categories

Target Segments

Geographics Country Mainly urban areas in Vietnam:- Ho Chi Minh City: 7.386 million- Ha Noi: : 6.561 million (govn 2010) 13.947 million of total population in 2010 (86.927 million)

Demographics Age 18-24Gender Male & FemaleFamily life-cycle

Single

Income B, C and D class incomeBehaviour-graphics

User Status Current users: young sexually active people who are dissatisfied of the current condom brand they are using.Potential users: 55% of Vietnamese youth have premarital sex without condoms.Non-users: People who have interest in sex and condom.

User Rate Medium to high Benefit sought

Pregnancy and sexually transmitted diseases (HIV/AIDs) prevention Different options of condom types to choose from Safe and enjoyable sex, level of pleasure not affected by wearing condom

Psychographics Social class Lower to middle classLifestyle Modern young people who are not much affected by the elder generation’s

conservative thinking about premarital sex. They are people who want to experience new and exciting things and a bit influenced by Western culture.

PROBLEM STATEMENTIn 75% young people who have premarital sex, only 45% use condoms. This has led to a huge concern regarding sexually transmitted diseases in Vietnam.

MARKETING OBJECTIVES• Enhance OK’s brand image• Bring back OK’s number one

condom brand position in Vietnam• Increase 15% sales revenue• Develop demand from 45% to 60%

of the target audience

BIG IDEA

• Theme: Using the funny concept of puzzle (xếp hình), a well-known slang among young adult for sexual intercourse, to promote the idea of safe sex and enhance OK’s brand image in Vietnam.

• Theme colors: Red and white• Tone of Voice: Friendly, Funny, Attractive• Message behind: Using condom for safer sex.• Slogan: Match your love puzzles with OK. ( Cùng gắn kết tình yêu

của bạn với OK.)• Timeline: 6 month campaign, from the beginning of November

2013 till the end of May 2014.

IMC PROGRAM

• Time: November 2013 to the beginning of December 2014 • Objective:

– To enhance curiosity among people in the city about the upcoming event of OK.

– Let them go to OK website for more information through QR code• Description:

– The private van in red with puzzle theme will be driven around district 1 and 3. It will have white sentence: ‘Coming soon’ to make people concern about the event and its product. The bus will go around District 1, 3 and 5 where has many people around to attract their attentions.

• Quantitative explanation: – To attract people about what is coming with the puzzle theme and make them

surprise after access OK’s Facebook fanpage through QR code. The more people come to OK’s fanpage, the more successful this tactic will be.

Guerilla Marketing Van Advertising

IMC PROGRAM

• Time: from the begin of November to December 2013• Objectives:

– To increase mass awareness among men and women walk by the bus station or in the park about the up coming event.

– To allow young people to buy condom publicly without hesitations.• Description:

– Together with each decorated bus waiting area, a instant OK condom selling machine will be located. There are 8 condom slots to choose from: normal, dotted, long shock and 5 scents. Each box will have different quote for encouragement, for example: I love you more, Nothing can Stop Us. The machine will be put in the local park, Main Bus Stop of District 1, 3 and 5.

• Qualitative explanation:– To lessen the awkward feelings among the youths while buying condoms

through instant condom machine. This tactics will enhance their excitement and make them become familiar with condom’s existence with its attractive packaging design and various encouraging quotes.

Guerilla Marketing Instant condom selling machine

IMC PROGRAM

• Time: from Dec 2014 to April 2014• Objectives:

– To attract mass TV viewer’s awareness about OK condoms and its up-coming campaign

– To make teenagers and young adults feel comfortable and be familiar with OK condom.

• Description: – The TVC will have a romantic concept between a Vietnamese young adult couple. The

guy is waiting for the girl, then when she comes, the girl will give a guy a box of OK condom with an encouragement on it ‘We can do it’. Like she agree to make love with him till they use OK condom. The TVC will be broadcasted after famous TV series or shows for teenager on MTV Viet Nam, Yan TV, VTV3 and HTV 2 from 6pm to 10pm

• Qualitative explanation: – The launch day of the TVC will be on Christmas and this TVC will be applied as the

main TVC of condom till the end of the campaign. The TVC attract young adult not only because of its similar, friendly plot like in Korean cinema but it also teach them to use condom for having safe sex.

TVC

IMC PROGRAM

• Time: November 2013 to May 2014• Objectives:

– Raising awareness among journalist about the campaign’s mission for save sex through using condoms.

– Attract newspaper and magazine readers about the event that they can go to OK’s Facebook fanpage to take a look.

• Media chosen:– Print newspaper: Dep Magazine, Esquire Magazine, Elle Magazine, 2! Magazine and Tuoi

Tre newspaper.– Online newspaper: Channel 14 (Kenh 14) and 24h.com.vn and forums (vozforums.com,

yeah1.com, taoxanh.net).• Description:

– Newspaper and Magazine will be chosen to attract mass Vietnamese readers. The PR tactics will be separate into 2 stages: Opening stages with ‘Coming soon’ – Printed poster, Promotion stages with News article about Instant condom selling machine and young adult’s safe sex and the press release about the Journey to University campaign. These 2 stages will attract viewers about OK’s core missions and its products.

Public Relations

Social Networking

• Time: Throughout the campaign• Objectives

– Enhance customer engagement with OK condoms– Create awareness about OK and the current promotional activities of OK

• Description– QR code on the van will lead to OK’s Facebook fanpage. Information

about the campaign will be updated frequently together with PR-ing the “Love Puzzle” app. Interaction between the page and the subscribers is also very high.

• Qualitative explanation– Facebook is no doubt one of the most effective way to reach to the

young people. By using social media as one of the main tools in this campaign, also the longest, we hope to not only promote the safe sex awareness but also engage with our customers.

IMC PROGRAM

Mobile Application• Time: from Feb 2014 to March2014• Objectives:

– Gain word of mouth marketing and raise awareness– Increase customer interaction and create positive attitude towards the brand

• Description– Following the QR code on the bus, the audience with be led to a link to download a mobile

app called “Love Puzzle”. “Love Puzzle” will first ask the user’s name then the person’s name and email he/she wants to give the ‘missing piece’ to. The person will open his/her mail with the message “A has sent you her/him ‘s puzzle piece. Are you her/his missing piece? ;)”.”. Under the message will be a big icon encouraging the receiver to share this on their Facebook with the description “B was sent a special puzzle to match someone special’s. How about you?”.

• Qualitative explanation– The launch date of “Love Puzzle” is during Valentine and White Valentine holidays, which are

the ideal festivals for couples to express their love to each other. The app’s main color theme will be red and white, with OK’s logo at the bottom of the app. The layout will be changed depending on the upcoming festival. By integrating social media and modern tech, “Love Puzzle” aims to create viral marketing and WOM, also excitement for the target audience. Thus, a metaphoric message sent between users together with OK logo will somehow increase the audience’s safe sex awareness.

IMC PROGRAM

Billboards• Time: from January 2014 to May 2014• Objective

– Increase brand awareness of OK and letpeople become familiar with the brand.– Reach 65% of total target market

• Description– Digital billboard would be chosen as a tool to inform OK’s campaign. Streets

which meets the high traffic level includes Nguyen Hue Street, Nguyen Van Cu street, 3/2 traffic-circle, Hang Xanh roundabout, Phu Dong traffic-circle, Cach Mang Thang Tam street (HCMC) and crowded streets in Hanoi.

• Qualitative explanation– At the beginning of the year, especially on Tet holidays, there are a lot of

cultural events occurring on these streets, which leads to the implication that a great deal of people will get exposed to these billboards. Moreover, setting billboard in the digital form would carry a high probability of grasping attention from people.

IMC PROGRAM

Journey to Universities in HN & HCMC• Time: 2014April 2014 to May • Objectives

– To increase brand awareness and brand image in the target customers’ perception– To give samples to universities students

• Description– Target: 27 big universities in HN and HCMC. A group of 4 promotion girls and boys

(carefully selected PGs with sexually attractive appearances) wearing OK uniforms will give out free OK condoms to students.

• Qualitative explanation– This event can attract many students to participate in because the time we choose to

conduct this event is after examination period of most universities, so they have time to relax and excited. Moreover, with 2 decorated buses, we can expose the brand image of OK to the streets that the buses have been to, the brand awareness also increase.

– University journey also can create WOM and viral marketing effect because most students want to take pictures with/of beautifully decorated buses and with their friends to post on social networks such as Facebook, Instagram or Zing me.

IMC PROGRAM

IMPLEMENTATION PLAN

ESTIMATED BUDGET

5%

10%

10%

10%

5%

20%

15%

25%

Campaign budget: 5.000.000.000 VND

Van AdvertisingSocial NetworkUniversity tourBillboardMobile AppsPRCondom selling MachineTVC

EVALUATIONTactics How

Social Network • Number of fans on Facebook• Comments and like rate among each posts

Van Advertising • The increase of Facebook visit and number of Fan page per day

PR • Number of Articles on newspaper and online newspaper• Positive and Negative comments of viewers

TVC • Numbers of Viewer• Online survey

Instant condom selling machine

• Interview• Survey • The number of box’s condom has been sold

Billboard • Survey • Interview

Mobile Applications • Download rate

Journey to University • Number of Attendant• Number of comdom’s boxes have been sent• Interview