Young Marketers 2 - Brandaholic

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Young Marketers 2 - Brandaholic

  1. 1. BRANDAHOLIC Young Marketers 2 Nguyen Hoang Vu Duong Ngoc Huong Thao
  2. 2. 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
  3. 3. SWOT Analysis Strengths 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
  4. 4. Price (VND) Direct Competitors 45,000/3 pcs 150,000/3 pcs 3,500/3 pcs 8,000/3 pcs Quality
  5. 5. Indirect Competitors Intrauterine device Rhythm Pill
  6. 6. Target Audience I trust my boyfriend with all my heart – there’s no way he has STD. I want to protect my girlfriend, but I’m afraid using condoms would make her feel insulted. Open yourself up to new experiences, why not? You only live once! Everytime I buy a condom, people look at me as if I was a bad guy. • Male & Female, 18-24 • Income BCD • Hanoi & HCMC • Have sex & concern for sex health
  7. 7. 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
  8. 8. Insight Vietnamese young adults feel embarrassed about buying & using condom because they associate this sensitive product with promiscuous people & sex workers
  9. 9. Big Idea OK Condom – Privilege of the Bold (Bao cao su OK – Đặc quyền của người bản lĩnh) +
  10. 10. 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
  11. 11. Marketing Strategy Product Price Currently, OK Condom has 2 sizes and 3 smells: Wholesale price: 617 VND/pc  OK Condom should diversify the product’s texture & re-design the packaging Retail price: 5,000 VND/3 pcs Place Promotion • Guest houses/Hotels • Condom boutiques/Online shops • Supermarkets/Convenience stores • Health clinics/Pharmacies • Bars/Nightclubs Phase 1: Public Attention Phase 2: Public Engagement Phase 3: Product Trial
  12. 12. 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
  13. 13. 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.
  14. 14. 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.)
  15. 15. 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.
  16. 16. Phase 2 – Public Engagement (Feb 2014) Primary tactic: “Dare to love” (Ngại gì yêu) guerrilla event b) Pool party Date: 14/2/2014 Venue: - Kim Cương Island (HCMC) - Tuổi Trẻ Park (Hanoi) Guests: Celeb couples & brand ambassadors Secondary tactics: PR - Editorial - Social networks - Word-of-mouth Advertising - Online banner - Microsite - Viral video - Cinema advertising - POSM
  17. 17. 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.
  18. 18. 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.
  19. 19. 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, backpack s, etc.)
  20. 20. Budget & Evaluation Quantitative Evaluation Sales Total: 5 billion VND Bold as Backpackers 30% 34% Dare to Love Condom Tour & App 16% 20% Other - Survey - Sales figures - FB views & followers - Microsite visitors - Online ad pay-perclick - Event participants - Market share & mind share - Return on investment (ROI) Qualitative Evaluation - Focus group - Interview - Free media coverage

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