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Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
Young Marketers 2 - E.T Team
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Young Marketers 2 - E.T Team

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  • 1. VIETNAMESE CONTEXT •In Vietnam, in 2012, nearly 75% of young men (aged 14-24 years) have had sexual intercourse before marriage. But among them only about 45% of condom users, and up to half of the users feel awkward every time have to buy this product. •According to estimates, each year Vietnam has about 1 million abortions, of which about 200,000 cases in adolescence. •Approximately one quarter of girls said that "too young" factor to their abortion decision and 15% said that parents do not want others to know that they were pregnant. (*)Understanding Vietnam’s Condom Market: Key findings from an outlet survey – 2012, N = 762 (**)Population and Development No.7/124 – GOPFT Vietnam
  • 2. CHILDREN becomes the BURDEN OF AN PROTECTED SEX CHILDREN are not born from LOVE and EXPECTATION of their PARENTS They DO NOT have a chance to LIVE or GROW UP in LOVE DEPRIVATION of a FAMILY
  • 3. “I want to enjoy the Pleasure of sex but still want to protect My future Babies not to be born in Inappropriate time”
  • 4. BIG IDEA Only have Children when you are READY and have ENOUGH LOVE. If you are not ready, let “OK” protect not only your future but also your babies’ future. Awake the hidden spiritual motherhood inside each women. “Say OK to your Future Child” Campaign
  • 5. TARGET CUSTOMERS Our Customers: •Vietnamese Females and Males from 18 to 25 years old •Students and workers •Internet users •Have concern in sex and condoms Their Characteristics: •Not ready to become parents •Focus on career development •Follow the new/updated trend of society •Respond to thing that offer new sensation, indulgence and new effects •Community Awareness
  • 6. WHY WE CHOOSE WOMEN AS THE CENTER OF OUR CAMPAGIN? •They can require her partner to use condom. •They tend to be more conscious about sexual protection. •Modern women are open-minded about things related to sex before marriage. •They are afraid of consequence of sex without contraceptives (pregnant, surgical abortions, STDs) •They want the best for their future child and reserve motherhood. •Women role have not been mentioned in any previous campaigns for condoms. •They have hardly been mentioned in any previous condom campaigns.
  • 7. WHY ok condom is appropriate for them? •Big Established Brand with guaranteed quality •Reasonable Price •Wide distribution channels
  • 8. -People are embarrassed to buy and use condoms -People are lack of knowledge about using the contraceptives care products in general and condom in particular THINKING: -Negative connotation -Embarrassing products CONDOMS TALKING -Banned topic -Sensitive topic -Rarely talking about it HAVING -Disengage -Spoiled -Irresponsible
  • 9. NAVIGATION Phase1: Introduction •Objectives: Provide background knowledge about condom for customers •Key activities: Webminar, App multiple question “How much you understand about condoms”, Phase2: Promising Campaign •Objectives: Make customers realize about the pure/true meaning of using condom “protect their child’s future” and make a commitment about safe sex •Key activities: “Promise ring “ campaign Phase3: Maintainance Objectives: Enhance understanding lovers and Ennourage buy OK condom. Key activities: Direct and secret advisory services, love chat, Online shop.
  • 10. PHASE 1. INTRODUCTION AWAKE ACTIVITIES TIME OWN Application Introduction “Little finger 1.0” (LFA) Articles appears on prints Application Is launched in 3 versions for Android, iOS , and online Window Phone October 2013 November 2013 ENGAGE REWARD Send e-mails to invites friends to download LFA 10,000,000VND voucher/week for downloader November 2013 December 2013 •Education Function: •Provided background knowledge about condoms •Fun fact about condoms. •Review •Fun test about condoms. •Top 100 highest score will be selected to “Ring Ring Ring” contest on Phase 2. •Consultant •Question-mess online •Webinar
  • 11. PHASE 1. INTRODUCTION AWAKE ACTIVITIES TIME Application Introduction Articles appears on print and online October 2013 OWN “Little finger 1.0” (LFA) Application Is launched in 3 versions for Android, iOS , Window Phone November 2013 ENGAGE REWARD Send e-mails to invites friends to download LFA 10,000,000VND voucher/week for downloader November 2013 December 2013 •When download LFA, user will receive 5 code. •Share to friends by email. •If friends set up LFA successfully, user will receive 1 code for one friend. •Each week there will be a lottery to choose the winner. •More codes, more chances. •Best prize for women in Holiday season: voucher 10,000,000 VND in Shopping center Vincom.
  • 12. PHASE 2. PROMISING RING CAMPAIGN PRE-EVENT ACTIVITIES TIME Send invitation through LFA, Event Introduction Article on prints and website January 2014 EVENT Big event “Promise rings” occurs at Phu My Hung District 7 14 February 2014 POST EVENT Create Photobook online for participant February 2014 •LFA receive Invitation message. Choose “OK” – receive a barcode. •Present this barcode in the event – receive a small gift.
  • 13. PHASE 2. PROMISING RING CAMPAIGN PRE-EVENT ACTIVITIES TIME Send invitation through LFA, Event Introduction Article on prints and website January 2014 EVENT Big event “Promise rings” occurs at Phu My Hung District 7 14 February 2014 POST EVENT Create Photobook online for participant February 2014 •Every participants will receive a free plastic “Promise Ring” •LFA users with the bar code receive small gift in addition. •Photo Booth: Each couples (friends or lovers) take free picture in romantic background with the “Promise Rings” pose.
  • 14. PHASE 2. PROMISING RING CAMPAIGN PRE-EVENT ACTIVITIES TIME Send invitation through LFA, Event Introduction Article on prints and website January 2014 EVENT Big event “Promise rings” occurs at Phu My Hung District 7. 14 February 2014 POST EVENT Create Photobook online for participant February 2014 •“Ring ring ring” Contest with the similar format to “Ring the Golden Bell” Gameshow with 100 couples in Phase 1. •Prize for winner: Free tour to Haiwaii and a couple platinum “Promise Rings”
  • 15. PHASE 2. PRE-EVENT ACTIVITIES TIME Send invitation through LFA, Event Introduction Article on prints and website January 2014 EVENT Big event “Promise rings” occurs at Phu My Hung District 7 14 February 2014 POST EVENT Create Photobook online for participant February 2014 •Photobook with “Promising” Pictures will be the commitment of the participant to their child’s future. •Photobook will be uploaded to Fanpage Facebook.
  • 16. PHASE 3. MAINTAINANCE •Secret Shopping •Find the nearest OK Condom store through Maps in LFA. •Order and wait for delivery or Call and take-away later. •Love chat •Instant Message for only couple. Password required to access. •Enhance love and understanding through direct secret conservation between lovers.
  • 17. OBJECTIVES •Changing the outdated way of thinking about condoms •Increase the knowledge about reproductive health and safe contraceptives care products to •Target customers •Enhance women’s freedom to avoid unwanted or frequent pregnancy •Increasing Brand Awareness of “OK” •Increasing Revenue 15% •Increasing the demand of condom use from 45% to 65%
  • 18. BUDGET ALLOCATION Phase 3 Application update and maintenance Online order application Love chat application development Advisors/Consultants Total Unit(VND) 100,000,000 300,000,000 200,000,000 200,000,000 800,000,000 Phase 1 App development/ Maintainence Prize for winner in app Experts for conceptives education Advisors/Consultants Total Unit(VND) 500,000,000 80,000,000 100,000,000 50,000,000 730,000,000 Phase 2 TVCF/online viral clip making cost Phase 3 TOTAL COST: 4,960,000,000 VND 100,000,000 Advertising on TV (Yan TV, VTV6, Phunutoday) Phase 2 300,000,000 Press (Newspapers, Magazines) (2! Magazines, sinhvienvn) Online advertising(Website/ University Forum…) Phase 1 Unit (VND) 200,000,000 Production of 1000 plastic "Promise rings" and 2 Platium rings for Prize Hawaii trip package for 2 people 40,000,000 Cost for running Events in Hochiminh and Hanoi(Venue, Design, Light, Music…) Singers/ Music bands Total 300,000,000 120,000,000 2,000,000,000 100,000,000 3,160,000,000
  • 19. EVALUATION Channel “Little finger” Application Expectation 1,000,000+ Total people have participated in Webinar, read fun facts, joined Fun Test to get prizes 800,000+ Virality Total share on facebook about this app 800,000+ Virality Total view on Youtube 3,000,000+ Total like, share, comment about this clip on Fanpage “Promise rings Day” Description Total people have down loaded this app Engaged users Marketing clip for “Promise ring campaign” KPIs Participants 1,000,000+ 5000+ Popularity Total number of articles/posts by press 4+ Total posts /comments on facebook/fanpage about this event after it “Little finger” app version 2 Total people have attended the event and receive “Promise rings” Engaged attendants Total people take photos at photo booth and share on fanpage Total people print their little print to make commitments Total people participant in games 2000+ Total number people access OK booth to know aboout their product lines Total people have accounts in “Love chat” 2000+ Total people discuss about sex and using condoms in app 500,000+ Total revenue from online order +15% Participants OK Products Understanding Participants Sales 4500+ 1,000,000+

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