Men who have Sex with Men (MSM) • MSM have intensive sexual life (high frequency of sexual intercourse, high numbers of sexual partners) and significant numbers of MSM selling sex in Vietnam • Many MSM have heterosexual partners • High rate of unsafe sex: inconsistent condom and lubricant use due to: low perception of risk o wrong knowledge (anal sex is safe), and condoms smell and/or insufficient amount of lubricant LGBT is also a target market
Young Marketers 2 - GATO
Break the limits….
OK is a condom brand of Thai Nippon Rubber Industry.
OK condoms were first introduced in Vietnam in 1993. It was the first brand penetrating the
Vietnam condom market.
At the time, Ok condoms were substantially subsidized and made available nation -wide. As a
result, OK then became a first brand people think of when asked “Name any condom brands”.
With the support of Government and NPOs in marketing, “OK”, the brand, is now an
implication of “condoms” in the Vietnamese’ mind.
However, for the time being, OK is losing its dominant position in the market with the import of
strong competitors as Durex, Trojan, Okamoto, Number One, etc.
• Generation Y (born between 1977 and 1994)
• They are very IT literate and have created a large and lucrative teen
and young adult market.
• => a potential market related to sex such as CONDOM
• highly supported by the Government and organisations such as
• “100% Condom Use Program” in 2011 by UNAIDs Vietnam
• DKT Vietnam: social marketing for healthy sexual life and
• Center for Health market innovation
• affected by Western culture
• open-minded with sex before marriage especially for those who live
in the urban areas.
• 36% of people have their first sex at the age of 14 - 17
• 1/3 Vietnamese youth have misconceptions about proper use of
condoms and consider their use an improper conduct.
• young people think condoms are for prostitutes or unfaithful
33 000 VND
- Top 10 best brand condoms in the world
- So thin that looks transparent
- durable condom
- Non-flavoured: No heavy rubbery smell
- Thermal conductivity: Quick
- Spermicide contained: Nonoxynol-9
- Special design
Size (58mm) is far bigger than
Vietnam’s average size.
Non-flavoured may be not
favourable all users
15 000 VND
Diverse category: plain/ribbed/dotted
condoms, flavoured/non-flavoured, extra
lubricant, extra thin
Size variety: 49mm, 52mm, 55mm
Durability: 3 times than OK
- No spermicide
3 000 VND
Category: plain condom with Fruit
flavoured or non-flavoured
Thick condom: 0.9mm (a normal
condom thickness is 0.07mm)
Rubber smell with non-flavoured
One size: 52mm (Vietnam’s average
size is 49mm)
Less choice for customers: 1
category, less additional features
Partially subsidised: 6.9%
Substantially subsidised by the
Extra lubricant pack added to every
One category: Plain latex condom
Heavy rubbery smell
-International brand and reputation
-Global corporation with consistent foundation
-Strong distribution channel in pharmacies in Vietnam
-High brand awareness thanks to that OK is the first brand
penetrating Vietnam’s condom industry
-Duration and quality of OK condoms are lower than its
- Thick condom: 0.9mm (double that of competitors)
-Weak distribution network and availability to young
- The brand does not do any marketing effort to maintain their
position, they rather depends on the promotion from Government
or NPOs through their programs
-Customers are more aware of the brand
-Supported by Government, NPOs to raise awareness
about the importance of avoidance STIs in Vietnam
-Increased Internet usage leading to wider approach to
-Barriers when target market neglects to use condoms
-Competitive environment with other rivals
-Perception of the youth to have sex freely without the
concern of using condoms for protection
-Around one third of Vietnamese youth today have
misconceptions about proper use of condoms and consider
their use as an improper conduct
Male, Female, LGBT
Hanoi and HCMC
Non users, first-time users, potential users
66.25% of the youth having sex doesn’t use condoms
Target 66.25% of the youth population
Availability: The availability of condoms in non-traditional outlets such as
hotels, guesthouses, restaurants, karaoke, massage parlors, truck stops, bus
stations is still limited in VN.
Comfortability: Mostly the youth surveyed replied that the reason making them
not to use condoms is the uncomfortability in having sex.
We demand for a kind of condom that
ensures safety in having sex to avoid
the transmission of sexual infection
and also to ensure the priority of
reaching more pleasant feeling as
condom can be made “invisible” that
doesn’t interrupt our partner.
Source: Understanding Vietnam’s Condom Market: Key findings from an outlet survey
45%-65% increase of demand
Raise brand awareness
Sales rise 15%
Reduce the number of STIs’ patients (including in LGBT)
REACH: 80% of the target
FREQUENCY: 4 times on average
GRP: 80%*4 = 320
CONTINUITY: Pulsing strategy that spread the amount of ads unequally,
focusing on Oct- Dec
BREAK THE LIMITS IN
More sizes: 49mm, 52mm, 55mm
More flavors: fruit, candy, chocolate, vanilla
Thinner condom: 0.07mm
Dots, ribs, twists : enhance sensitivity
Addition of anesthetic: prolong sexual performance
20 000 VND/box ( 3 packs/ box)
Increase the availability by distribution in non-traditional outlets:
Hotels, guesthouses (mainly)
Supermarkets: Coopmart, BigC, Maximark
Convenient shops: Shop&Go, MediCare, K+, etc.
“Break the limits” Campaign (1 Jun – 31 Dec 2014)
Our target market includes both male and female customers from the age of 18-24
living in urban areas and value open-minded characteristics. Their demand is to
purchase a product that ensure safety in having sex and also not to interrupt their
extreme feeling or make their partner unendurable
“Break The Limits”. This campaign will promote OK condom as a brand that satisfies
customers’ demand of providing fun, safe sex without any obstacles that prevents
users from reaching pleasant feeling, thus encouraging target market to break their sex
boundaries with OK.
Also LGBT community is encouraged to participate and use OK for reduction in STIs
through “Break The Limits” campaign, which across the boundaries of prejudice from
ONLINE MARKETING VIDEO
Click the link to watch the demo of initial idea for this viral video
The online clip will be promoted for
the new product in “Break The Limits”
line of OK – TiMax condom in:
Information will be updated on social network as well as useful tips for safe sex. Also, visitors
can have FAQ session online.
Place the ads, news on online newspapers
(webtretho.com, eva.vn, giadinh,net,vn)
For product innovation of adding more flavor, we will create an ad with the slogan of “Even Ants
Love It” to emphasize the new feature of OK condom not only attract their sex partner but also
other creatures, to enhance the attractiveness in having sex and create a pleasant feeling for lovers.
The ad will be designed with the condom putting on the table and surrounded by ants. The ad will
also attach Ok’s logo, the slogan of “Even Ants Love It” and the theme “Break the Limit” and
provide the new added flavors to inform the audience.
In the front, a normal horizontal condom is
designed and attached as printed ad on the doors
At the back of the elevator, a different condom
with new features of ribs, knobs is attached, included
the sentence of “New Look, New Experience” and the
theme of the campaign “Break The Limits”
Cause effect as the elevator doors open new look
for OK condom’s product line.
Create an outlet with the aim to let consumers
experience new product features as well as to
motivate them to use by designing an outlet with the
shape of a huge giant condom in horizon and put
under Bitexco Tower in HCMC and in Vincom Center
in Hanoi. Inside the condom outlet, products and
samples will be displayed and the target market can
visit the outlets for more information.
Samples will be distributed by salespersons in 2 outlet
locations in Vincom Center (Hanoi) and Bitexco
Tower (HCMC). The distribution will be held in 1
Permanent for sale
- Bus terminals
- Massage parlor
Vincom Center (HN)
Bitexco Tower (HCMC)
Human Billboard for Buzz Creation
With a huge graphical billboard put in slope, human dancers are hang over with
the strings holding them behind. Dancers will perform with the theme of breaking
the limit of the desire to have fun and safe sex, protecting them from the infection
of STI viruses and also stimulating their pleasant feeling. Dancers will also be
dressed appropriately with the theme of “Break the Limits” in having safe sex
with minimum obstacles with condoms.
Also this event is to encourage LGBT community to have safe sex by using OK
condom, as STIs are still transmitted between gays, lesbians, bisexual and
The human billboard will contain 4-5 dancers and will be displayed in Ben Thanh
Market and it will be held one month before the main PR event
PR EVENT- BREAK THE LIMITS FAIR
• Cause-related Marketing
organized on 15 Nov, 2014 in HCMC as following the event of World Aids Day
OK will design booths of games with the shape of giant condoms, each booth will contain basic
game such as golf, bowling, hit the STI’s heads with condoms….
b. Condom Café
In the event, a café court is created for participants to join and find out more information of
condom as well as sharing tips for having safe, fun sex among participants.
The cafe will have the decoration of a normal, original café shop with tables, flowers from
outdoor to indoor. However, instead of just providing food, drinks, we will specify with a condom
wardrobe at the bartender’s location, where visitors can come, have a drink and discussion for
specific condom product. New product line “Break The Limits” will be displayed in the condom
cafe, and useful tips for fun, safe sex will be shared by experts of OK as well as from participants .
c. Final Challenge - BREAK THE LIMITS- WOMEN TAKE ALL.
There will be a significant challenge provided for female participants with the description that
only 1 participant that can dress our latest condom product of “Break the Limits” line for the
model of the penis in the fastest period of time will be the winner. To enhance the level of
difficulties, Ok will create accident disturbance that cause annoy for participants and also to test
their concentration on different situations. They will also have eyes folded. The person finishing
the challenge in the shortest time will receive the finale prize of 50 mil VND.
EVALUATION AND CONTROL
Online Marketing Video:
Online Homepage: viewed by Access Number
Out-Of-Home Advertising, Sales Promotion and PR
Use of focus group (age:18-24) for evaluation, memory test for brand awareness
A group of 4-5 people will be exposed by the ads and test their ability of
understanding the message as well as their memory and exposure of the brand.
For the evaluation of achieving targeted sales evaluate based on the
Time frame (from 1 June to 31 Dec 2014)
on Fan page,
Break The Limits