Fujahtooh Condom Project

1. IC6301 : Internet Marketing
Pattana A. ID: 491-9630
Sompong P. ID: 493-9604
Koko Naing ID: 493-9625
Woraphan A. ID: 493-9644
Pathinya P. ID: 493-9646
Liang Tao Sun ID: 493-9650
Tuanchai N. ID: 493-9651
Napa L. ID: 493-9654

2. • Myanmar population : 55 Million
• Internet users in Myanmar number more than 300,000
• Most of Internet users in Myanmar are live in Yangon.

3. 300,000
63,700
Source: http://www.internetworldstats.com

4. • In Myanmar, condom use has more than tripled since 1999
In Myanmar, condoms have become
available to even the most rural
populations.
Nighttime vendors, like this one in
Mandalay, provide convenient access to
condoms and information for high-risk
groups.
Condom usage has been boosted by use
of this chameleon symbol - well
known throughout the country

5. Million
7.6 ML
4.4 ML
Source: National AIDS Project (public sector), PSI market research
(private sector), PSI Management Information Systems

6. • Branding : “ FujahtoohCondom.com ”
• Meaning : “Shock - Action of people, especially women, when
someone touch her from the back” (Myanmar Slang)
• “ FujahtoohCondom.com ” : The First & Largest Condom Shop
Online

8. • Myainghaywun Supermarket : Traditional supermarket located in
Yangon, Myanmar since 1996.
• Provide delivery service [ 4 Trucks ]
• We expand marketing channel to E-Commerce, focus on
“ONLINE CONDOM STORE” named as “FujahtoohCondom.com”

10. • Physiological Needs : Basic human's physiological needs
such as eating, drinking, sleeping and sex that can control
thoughts and behaviors, and can cause people to feel
sickness, pain and discomfort.
• Safety Needs : Need condom to safe themselves from
sexual diseases. People needs condom to help them to
fulfilled the Physiological Needs & Safety Needs at the same
time.

11. • Privacy : Don't want anyone know when, what, how much
and frequency they buy.
• Product Variety : Higher variety of Products / Brands /
Favor.
• Pioneer : Being the first group who try the new products.
• Product Visibility : Want to see product before buying.
• Convenience : Can order anywhere, anytime can connect
internet.

12. • To provide easier way to customer for getting condom.
( Being a channel for customer who shame to buy condom in
tradition store and want to try the new / variety products )
• To support safety sex campaign.
• To provide the most variety of condom to customers. ( Many
colors, Tastes, Skins )

13. • “ FujahtoohCondom.com ” : The Ideal Place to
shop for condoms, Dental dams, and other safer
sex products online.

14. • Condoms : Durex, Okamoto,
Crown, Pleasure & so on
• Styles : Safer Sex Kits, Colored,
Dental Dams, Flavored, Thin,
Smaller, Non-Latex.
• Lubes & More : Contraceptive
Gels, Durex Play Lubes, Liquid
Lubes, Warming Lubes and
Intimate Books.

15. • Compatibility : Same or better standard of products &
experience that people have ever met.
• Complexity : Usage information & suggestion are available.
• Trialability : Provide free sample of new products to
customers.
• Observability : Public can recognize the website by radio
ads & community website.

16. • Advertisement :
– Online :
 Link Exchange
 Cost per Click Ads (CPC)
on Search Engine
eg. Google® AdWords
 Banner Ads

17. • Advertisment :
– Offline :
 Ads on supermarket
 Handbills
 Trucks

18. • Public Relations :
– Words of mouth [Viral Marketing]
– Online Community
and Events

19. • Sales Promotion :
– Discount
– Premium

20. • Products can purchased through :
– Cash on Delivery : Customers has no credit card
Why?  Instant purchase
 Everyone can buy
– PayPal : Credit card
Why?  Fraud prevention
 Full protection against unauthorized payments

21. • Pricing :
– Volume Discount
 Combo Set
– Seasonal Discount :
eg. On February (Valentine’s)
• Penetration Strategy :
– Low price to capture customer base
and expand community size quickly.

22. • Acquisition & Retention :
 Each new customers get
Free Product Sample
 Every 100 bht shopping get 1 Point
 1 point = 1 bht discount for next
shopping
• Post-Sale Service :
Live Chat


23. • Expectation :
- Information Privacy
- Fast Delivery
- Qualified Products (Original)
• Monitoring :
- Web Board
- Reorder Record

24. • Demographic :
– Gender : Male & Female
– Age : 15-40 years
– Education : Minimum high school & can use English
Language to communication
• Geographic : Live in Yangon, Myanmar.

25. • Psychographic : Myanmar culture
• Behavioral : Health concerns.

26. • Individuals :
– Buyer who is a user & a decider to buy the product for
their own benefit.
– Influencer affect on customers' purchasing behavior
( the spouse / partner ).
• Innovators
• Early Adopters

27. • We Focus on :
Teenage (Students)

Adults (Workers)


28. Internal Factors
• Strength • Weakness
 First Mover Advantage
 Limit Delivery Area
 Access Service Easily
 New Website
 Our own delivery
 Good Inventory Management

29. External Factors
• Opportunity • Threat
 Growth of Internet Player  New competitors of Home
 Customer Age-Range Market
Expanding
 Encourage of Condom Use
by Many Organizations

30. Threat of
new
entrants First mover advantage
[LOW]
Enjoy Profit as First Mover
Bargaining Bargaining
Competitive
power of power of
Rivalry
suppliers buyers
[HIGH]
[LOW] [LOW]
Very Few competitors
Major threat is traditional store Threat of
substitute
products
[HIGH]

31. • Mass Marketing Strategy : One Marketing Strategy for all
segment
• Why ?  FujahtoohCondom.com offer many ranges and
types of products to every customer in Yangon, Myanmar.

32. • Customer will recognize us as …
“ FujahtoohCondom.com
Make Buying Condoms Online Private and Easy! ”
 “FujahtoohCondom.com” : The #1 Myanmar Condom Shop
 “FujahtoohCondom.com” : Provide Consistent Service

33. • Product differentiation :
– Providing condom using &
safety sex knowledge
– Personalized web pages
by customer records

34. • Service differentiation :
– GPS Tracking
– Discreet shipping policies
– Same day shipping guaranteed
– Live Chat Support

35. • Personnel differentiation :
– Virtual Advisor (Training)
• Image differentiation :
– First & Largest online
website sell
condom online in Myanmar.

36. • Product Value : • Personnel Value :
 Product Varity  Live Chat Support
 Product Suggestion • Image Value :
 Product Visibility  Knowledge Purpose
• Service Value :  Social Activity / Event
 Fast & Trackable  Safety & Correctly Usage
 Privacy Concerns Approach

37. • Time Cost :
• Monetary Cost :
 No Transportation Time
 Cheaper than Market Price
 Faster Searching
 Point Accumulation
 Quick Reorder
• Energy Cost :
• Psychic Cost :
 Products Searching
 Product Visibility

38. • Future Plan :
 Expand Market to All Provinces
in Myanmar
 Keeping Improve Both Website
Interface & Service
 Increase our own condom brand

40. Pattana A. ID: 491-9630
Sompong P. ID: 493-9604
Koko Naing ID: 493-9625
Woraphan A. ID: 493-9644
Pathinya P. ID: 493-9646
Liang Tao Sun ID: 493-9650
Tuanchai N. ID: 493-9651
Napa L. ID: 493-9654