Group Assignment

1. “Little Ruăn Bros”
Designer
Le Ngoc Anh
Researcher
Nguyen Ngoc Linh
Copywriter
Nguyen Ngoc Tu
Logistic
Hoang Minh Thanh
Leader
Pham Ngoc Anh

2. BROADCAST ADVERTISING PLAN
for SUNSLIK Hair Conditioner

3. 1. Executive Summary
2. SUNSILK hair conditioner situation analysis
3. Consumer research
4. Recommendation
TABLE OF CONTENT
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION

4. 1 EXECUTIVE SUMMARY

5. • Relevant & compelling to a bigger group of SUNSILK users
to drive penetration.
• Link to Soft and Smooth 25 hours let your dream shines.
THE BRIEF
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION

6. 2 SITUATION ANALISIS

7. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
COMPANY & BRAND CONTEXT
ADVANTAGE DISADVANTAGE
• With the long history started in 1954, SSK is
present at over 80 countries.
• Has advanced technology and well skilled
professionals.
• SSK has various type of hair need
•
age group.
• Customers are offered better alternatives
by the competition.
• - Customers have alternative choices with
other brand.

8. 3 CONSUMER RESEARCH

9. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
Secondary Research
• Social demographic:
Female, ABCD Class, 15-29 years old, 20 million people, living in urban and rural
• Attitudinal:
- 20th girls who is playful, optimistic
- Rural 20sth girls are more simple, practical
• Using Hair Conditioner Habit:
The
- Lack of affordability and time:
- Lack of awareness:
- Lack of tangible benefit of usage
- Problems in usage: Only Sunsilk HC can help
to reduce hair fall from 100 to 2.

10. Primary Research
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
DIRECT INTERVIEW ONLINE SURVEY
In online survey, we used social network (Facebook),
the target is young people 16-30years old (both man
and women), in both urban and rural.
We have the result:
- Women: 52.6%
- Urban: 72.3%
- Used to use HC: 84.7%
- Care about function: smooth & reduce tangled:
62.1%
- Care about function: provide nutrition for hair:
21.6%
- Used SP and HC the same brand: 68.1%
- Acceptable price: 83.6%
- Medium quality: 63.8%
- Know Sunsilk by TVC: 47.4%
- Know Sunsilk by Retailer: 38.8%
In direct interview, we have 24 women (from 19-23
years old), all of them are in urban. Place: Big C
Supermarket.
We have the result:
- Used HC: 19/24 - 80%
- Using SSK HC: 16 67%
- Have problems with wrong way use HC: 62%

11. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
TARGET AUDIENCE
15-29 y.o girls who is progressive, playful, optimistic , active, fun loving and likable
To her, hair plays a very important role in her personality and beauty. It is her unique
expression tool. She is always on the look out for the latest trend and help in getting her
hair right. She looks for inspiration and advice in fashion and beauty.
also quite beauty-oriented.

12. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
SWOT ANALYSIS
s w
o T
+ Owned by Unilever Corporation, stable
finance.
+ Copious Human Resource.
+ Effective Research and Development process
+ Acceptable price
+ PR is invested
+ Modern production line
+ Wide retail network all over country
mind.
because high price
+ Company from Europe, some
West culture
+ Numbers of potential consumer
is high, high need.
+ Misunderstanding about features of product.

13. 4 RECOMMENDATION

14. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
BIG
IDEA
Sunsilk Hair Conditioner
the right way will make your
hair dream soft &

15. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
MEDIA OBJECTIVE
• Information
Using product: Smoothly, not itchy, not flatten.
Fix wrong image.
Reduce fear of consumer.
Established build corporate images -> Create demand
• Convince
Change fixed of consumer about product.
• Remind
Remind consumer to need product in the future.

16. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
MEDIA OBJECTIVE
• 90% women in target market are seen or listen our advertising.
• 70% women in target market understand the message and know how to use
HC the right way.
• 70% women in target market like the advertising
• 50% women after approach the advertising, want to use SSK HC trial.
• Use the budget 4.4 billion VND to buy media.

17. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
RADIO
MEDIA
STRATEGYTV

18. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
BUDGET
TV
74%
RADIO
25%
OTHERS
1%
BUDGET ALLOCATION = 4.440.000.000 VND

19. WHY DO WE NEED TVC ?
• Adventage:
A lot of audiences than magazine and radio.
Coming when they are high attention.
Help you convey message and emotion.
Give you creation, personality.
• Viet Nam:
Traditional channel reputation -> Standard in psychology and subconscious.
Only one
• SSK HC
A little TVC
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
TACTICS & TOOLS
TVC

20. RESEARCH CHANNEL
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
TVC

21. COMMUNICATION CHANNEL PLAN
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
COMMUNICATION CHANNEL PLAN
TVC

22. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
TVC
• Storyboard
MC Thanh Tâm
Chào m các b ã v salon tóc Sunsik! Hôm nay, hãy
cùng Sunsilk tr nghi ba cách g ph bi hi nay nhé
tiên, ba mái tóc s g v d g . Nhi ch em ch s
d d g mà không s d d x nên mái tóc s m ã
xong ngay sau tiên.

23. EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
TVC

24. COMMUNICATION CHANNEL PLAN
RADIO
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION

25. DEMO ADVERTISING ON RADIO
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION

26. EVALUATION AND MONITORING
EXECUTIVE SUMMARY SITUATION ANALYSIS CONSUMER RESEARCH RECOMMENDATION
Questions
1. Age
2. Do you know SSK HC of Unilever?
3. Which media do you approach the ads of SSK HC?
4. List some details which you remember in SSK HC Ads
5. Did you impress by images in Ads?
6. How frequency do you see the Ads of SSK HC?
7. Do you want to trial the product after see the Ads?
The success of campaign is measured by:
• Number of audience see the ads
• Number of audience like the ads
• Number of audience remember the ads
• Frequency see the ads of 1 audience
• Form of survey to evaluate campaign: The evaluation will
process in 3 months after the campaign finish. (April June)

27. “Little Ruăn Bros”