Throughout different approaches on various
situational analysis made based on a
thorough and deep look into the situation,
we have drawn out our plan and marketing
campaigns on how to make the best of the 5
million VND budget with the final target to
widely spread out the use of condoms, OK
condom in particularly, while having
intercourse by the Vietnam youth, aged
between 18 to 24. In overall, from ideas to
plans, we have finalized actions with the
involvement of diversified partners from such
various fields in the economy, including
media, service providers, retailers, IT and
many to be named. Step by step, reaching
customers to analyze customer insights
which is to identify the problem, then to give
them the best answers by planning the best
solution, at the end, we are not only building
a bigger brand of OK versions, but also
Why don’t they use condoms?
Which condom brand do people use?
Why do they use OK and why not?
85% uses Durex as
their first choice
50% thinks quality is
the most important
30% thinks of brand
20% thinks of
Age: 20 -24
10% uses OK as their
5% uses other brands
87% is shy to buy
They often see OK
Bunch of fake products
Low price =low quality
High competitive market
Long standing in
Red color brand = easy
Cheap price for all
Chance for brand extension
Bring more services for
Raise awareness about
Unvaried in product
20 – 24 aged
In Ha Noi and Ho Chi Minh
Increase the use of
condoms up to 70%
Raise awareness of OK
condoms to the audience
as a leading brand in the
revenue by 15%
What are people thinking?
“BEST BRAND FOR ME IS DUREX”
“OK IS EASILY TORN”
“ OK’s package is too red and
Likes: convenient, safe, trendy
Dislikes: low quality, expensive, old-fashion
Top, expensive brand brings good quality
OK condom is bad.
Willing to pay more for the better one
Hesitate to go buy a condom, especially OK.
Why we are choosing them as our target
This segment accounts for the most proportion in
those who have sex for the first time in Vietnam
Their knowledge is at average or above average
and most assessable.
They are the youth and the most active ones in
the whole society.
They want to be the most trendy person. They can
make trends and can easily spread the trends.
They are easier and more willing to change.
They have smartphones and are the most updated.
They can easily get assess to information and
With thorough market
intelligence, we draw out
the Big Umbrella of
approaching our potential
consumers by AIDS model. We
raise their awareness, make
them interested, touch
their desires and call out
for their actions.
We raise awareness of OK condoms and
how to use condoms
FESS (First-Ever Safe Sex) campaign: OK Fair, OK sex
education conference, OK trial products campaign, etc…
+ SEO on Google
+ Facebook sponsorship on our OK fanpage
+ OK’s website to give consultancy and online purchase
+ YanTV to be the main media channels for OK’s events
+ Youth and Family newspaper and magazines such as Tap chi
phu nu, Tiep thi gia dinh…
We make them interested in our products
OK application for Android smartphones with 2
functions: consultancy and online purchase.
Short films with about sex education with OK’s
sponsorship. 5 minutes each week on YanTV and
Celebrity endorsements: Couple endorsement to be OK
We make them feel the need and desire for
Diversify sizes & packages (i.e a package of 2, of 5, of 10)
ABC (Automatic Box of 20 Condoms) (estimated to be used in a
month). Just press the button and one condom will
automatically emerge from the box. No need to tear the
packages, much easier and time-saving.
=> more convenient. The box can also be a household
A special material which makes it thinner but stronger. We
will make an experiment at our booths in front of consumers
to prove that OK condoms are good and safe even exposed to
rough surfaces many times.
Add scents or perfumes into the condoms in addition to other
features such as colors…
Bundles: Make partners with other brands to make bundles
(i.e Gillette, Kotex, Triumph…)
We make them purchase our products.
When buying a set of 10 condoms, one will get one toy for their
child/ a pregnancy tester for your wife.
Be partners with other brands such as Triumph, Vascara, Yame to use
the type of point accumulation to be a VIP member in those stores.
Be the sole and monopoly supplier of hotels, motels. These hotels will make up
two kinds of accommodation packages: One would be with OK condoms already and
the other will be without.
=> Make it more convenient and easier for consumers to purchase condoms without
Diversify and open the distribution channels to convenient
stores, drugstores, supermarkets with the friendly consultancy of our PBs
Set up small vending machines at the bus stations or train stations together
with the use instruction.
Direct Marketing (Offline)
1,5 billion VND
50 million VND
Brand Partnership ( Gillette, Kotex,
Channel Partnership (Yeah1TV, Yantv)
200 million VND
300 million VND
2, 500,000,000 VND
Direct expense total
Overhead ( 15% of direct expenses)
Condom fair (fashion show, sex
education – Normalize Condom, …)
OK Ambassador (celebrity)
Product add-in (smell, taste, new
Distribution Channel ( convenient
store, bus-stop, vending machine…)
50 million VND
150 million VND
300 million VND
400 million VND
100 million VND
300 million VND