Elite young marketers assignment 18.1 phu cuong_ngoc tram

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Elite young marketers assignment 18.1 phu cuong_ngoc tram

  1. 1. ASSIGNMENT 18.1 N G U Y E N N G O C T R A M N G U Y E N P H U C U O N G On-ground Activation
  2. 2. CASE STUDY: ACNES – SUMMER ACTIVATION AT MT CHANNELS
  3. 3. Target Audience Bio • 13-20 years old • Teen girls • Mass/ Mainstream • Urban & Rural, Vietnam Lifestyle/ Habit • Start caring about their appearance • Outgoing, active in life - study, but conservative in the physical & mental changing from puberty • Face troubles come from puberty – getting nervous but lack of advice/ knowledge to take care of themselves and to bring themselves confidence • Look up to their idols
  4. 4. CONTEXT Hot weather comes with acne – teen girls’ phobia. It’s time Acnes – the hero, to appear and introduce a new formula to protect teen’s skin: 3S Formula for this summer without acne – easy, quick and complete solution. Acnes also provide solutions/ advice for teen girls as an expert. REASON TO BELIEVE 3S Formula 3S is not only stand for 3 steps to erase acne completely, but also 3 pharmaceutical factors: Sulfur, Sallicytic Acid, Stearyl. ACTIVATION UMBRELLA IDEA Organize activation at MT channels (supermarkets) to deliver: “As expert, we understand your concern about skin, and present 3S formula with deep & scientific understanding, give each of you a complete solution for acne concern.” Umbrella idea & Key message Umbrella idea
  5. 5. Umbrella idea & Key message Key message “As expert, we understand your concern about skin, and present 3S formula with deep & scientific understanding, give you a quick & complete solution for acne concern.”
  6. 6. Activation Deployment Invite Experience Amplify The booth is designed as a small clinic – clean & bright PG invites customers to test their skin
  7. 7. Activation Deployment Invite Experience Amplify PG test customers’ skin, tell them the situation & give advice. Then present the Acnes whole portfolio
  8. 8. Activation Deployment Invite Experience Amplify After giving customer the Acnes solution (advice which kind of Acnes they should use) – PG presents the promotion: “Buy 100k Acnes get 1 bag”
  9. 9. Our Feedback Traffic effectiveness & Reach right target Message Delivery Brand Image Not attract lots of people because don’t reach right target (teen girls are not in supermarkets  wrong channel, should be school), the content is not outstanding, and the method is not attractive enough. PGs are not proactive, not understand well what they’re selling. The reason should be that they have to remember too much knowledge.  Not effective, low traffic – wrong channel Failed in delivering message, PGs even don’t mention about 3S formula, they just test the skin, present the portfolio, let customer experience some products, and introduce the promotion. While the TVC, the booth visual all talking about 3S formula. Activation’s activities are so scattered.  Message not delivered The booth is like a clinic, clean & bright, well designed to build Acnes’ brand image. PG is nice, patient, confident when giving advice  Deliver good brand image
  10. 10. Our Feedback Other Should have leaflet to capture information, esp. highlight key message about 3S formula. Need more tactics to attract target customer: make loud, give samples, play game with prizes,… Giving advice at booth is helpful, but should amplify by link this activity to facebook fanpage, which is also have the same topic at the booth: Give teen girls advice to take care of their skin. Activation now has no link to the social world  weak amplification.

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