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Young Marketers 2 - LUPY


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Young Marketers 2 - LUPY

  1. 1. Designed by LUPY
  3. 3. I. EXECUTIVE SUMMARY 1. History 21 countries USA Vietnam
  4. 4. • 2.
  5. 5. II. SISTUATION ANALYSIS 1. The Competitors Birth Control Pills [Including Other Condom brands & methods of contraception] Female Condoms Spermicidal foam
  6. 6. Place 2.Competitive Positioning Map Supermarket Convenience shops Specialized shops Drug store Variability Other Condoms Other methods of contraception
  7. 7. WEAKNESS STRENGTH - Have their own OK shops  Customers can receive helpful advices which satisfy their needs. - Cheap Price - Just have mostly in OK shops.  Customers feel shy and embarrassed when coming in to buy products - Limited diversified products - Poor Advertising + Packing - Cheap Price OPPORTUNITY THREATS - Increase in customers’ need - Many strong competitors: Durex, Trust,… - Customers prefer convenient products. - Fake Products - Hard to maintain product.
  8. 8. III MARKETING GOAL • Increase Sales by 8 million units at the end of campaign COMPREHENSION GOAL • Increase to 65% the demand of condom at the target customer • Increase the awareness of OK as a leading brand that focus on friendliness & convenience , high quality with low price & diversity. • Increase to 15% the revenue TIME FRAME • Last for 1 year starting from April 2014 to March 2015
  9. 9. Pleasure seeking Vietnamese Citizens Interested in Condom Sexually active, “Party” people Mostly in HCMC + Ha Noi GDP: BCD 18 – 24 years old Primary target Looking for new way to spice up their sex life Prefer protected sex Secondary target
  10. 10. I am a passionate lover I need to perform well in bed to satisfy my partner Great sex will strengthen my relationship I need to satisfy my sexual urges
  11. 11. “I want a condom which makes me feel so real and protective while doing it. That condom has to be convenient, friendly and gives me various choices to enjoy that moment. I am willing to pay more for Quality and Service.”
  12. 12. 7Ps Pharmacies Grocery stores 10,000 vnd/ 3 pieces All kinds of OK brand Vending Machines Health Clinics Bars/Nightclu bs Subsidized condom with good quality Convenient store/Gas Station The packaging can be a fun reminder of why we need a condom in the first place. Or it could tell a story what would happen if condoms are not being used. Improve customer service in OK shops
  13. 13. Increase Brand Awareness Ads Promote Sales Build Loyalty PHASE 1 Time Change Habit PHASE 2 PHASE 3 PHASE 4 May Jun Jul Aug Sep Oct Magazines X E-marketing X X X X X Nov Jan X Feb Mar Apr X Billboards X Dec X X X Street Furniture X X X X X X X X X X X X X X X X X X X X X X X X X X TVC Normal (10s) X X X Special (15s) Engagement (10s) Events + Promotion X X X Sponsor X X Peddle X X X X X X X X X X X X
  14. 14. Period Theme Increase the awarene Phase 1 ss Message Activities TVC: sponsor for program "Tôi là người dẫn đầu" Sponsor for offline marketing (Worldcup Increase the schedule, banner, calendar…) awareness of OK as a World leading brand, World Cup image on OK package 5,6,7/20 Cup which is 14 2014 subsidized by government E-marketing (Kenh 14, facebook,…) Event at "Nhà Văn Hóa Thanh Niên", Royal City Mega Mall Ads on newspaper Billboard Change Phase 2 Habit Change the habit of customer TVC: Making a Ad 20/10: when buying Happy condoms. Women's Bring the Magazines Day convenience E-marketing 8, 9, and 10/2014 Event at Sword Lake, Le Thi Rieng Park friendliness image of OK to Billboard customer mind Peddle (Bán dạo) Description bring the message based on the name of program "Tôi là người dẫn đầu" Budget (USD) 30,000 Put the logo of OK in each thing. 5,000 Sale OK with the Worldcup image on packagera with the slogan on it "Làm chủ cuộc chơi" production cost create image OK with slogan " Làm chủ cuộc chơi" create activities such as ( bong bóng nước, đá banh, …) made from Condoms OK 20,000 Send message on "báo Thể Thao", "thanh niên", "tuổi trẻ" OK on the background of World Cup 5,000 25,000 You are shy, you feel embarrassed and akward when you … go to buy condoms???? Don’t worry!! will bring you the best service you've never have before. Just need to pick up your phone and call 083 333 3333. you will receive your product in a blink. Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan Event to honour Vietnamese women: Thank for my love Bring the message: "You never know when it will be necessary" Sales at time period of 9-11pm; locations: popular parks, Sword Lake, guesthouse areas 2,000 10,000 15,000 2,000 20,000 25,000 2,300
  15. 15. Phase 3 Promote Sales TVC: ads on VTV3 24/12: Merry Christmas 11, 12/2014 & 1/2015 Cozy night: activities for couples; Santa Christmas give presents OK to them, OK Bring the Varity Christmas greeting cards of OK condom. Street furniture ( trạm Banner of OK with the slogan: "Let us xe buýt) protect you" Sales at time period of 9-11pm; locations: Peddle (Bán dạo) popular parks, Sword Lake, guesthouse areas E-marketing 2, 3, 4/2015 10,000 Event at 23/9 park Magazines Phase 4 OK will make couples enjoy the moment; promote a trip to Korea for lucky couples Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan 20,000 1,800 2,300 2,000 15,000 Build loyalty TVC Ads with the topic Sweet Season 10,000 Street furniture ( trạm Banner of OK with the slogan: "Enjoy the best" 1,800 Bring the best xe buýt) quality product Sales at time period of 9-11pm; locations: and service to Peddle (Bán dạo) popular parks, Sword Lake, guesthouse Tet holiday, the customers areas 2,300 Valentine, with the Women's Day Magazines Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan slogan: "Enjoy 15,000 the best" E-marketing 2,000 Promotion Get gifts from accumulated point (Total) 7,000 236,400
  16. 16. Using traditional media to reach HER + HIM Magazines & Newspaper: Street Furniture:
  17. 17. Peddle Campaigns - Events TVC E-marketing Sponsor
  18. 18. Budget TVC Billboard Street Furniture E-Marketing Events Magazines Peddle 70 60 Forecast the increase of awareness & profit 50 40 30 Brand Awareness 20 Profit 10 0 Phase 1 Phase 2 Phase 3 Phase 4