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PROPOSAL
CEELIN CHEWABLE
VITAMIN C 500mg
PR CAMPAIGN
Prepared for: United Pharma
By : Starlit Group
INTRODUCTION
 Vitamin C plays an important role for human
health.
 Nutrition regimes are not enough to supply
necessary vitamin C level for people.
 New Ceelin Chewable vitamin C is launched to
respond vitamin C need of busy consumers.
 Create brand awareness and generate trial
 Build Ceelin Chewable VITAMIN C (CCVC) as
the friendly (safe, convenient and affordable)
vitamin C for young adult
OBJECTIVE
TARGET AUDIENCE
Young and adults (18-30)
Busy young white-collar workers
Students with high & medium-income
MESSAGE
KHỎE HƠN, TIỆN LỢI HƠN VỚI
VIÊN NG M CEELIN VITAMIN CẬ
KHỎE HƠN, TIỆN LỢI HƠN VỚI
VIÊN NG M CEELIN VITAMIN CẬ
COMMUNICATION STRATEGY
News release
Editorial
TV channel
Advertorial
CCVCCCVC
NEWS COVERAGE (by delivering a
standard News release)
Prepare Press kit (product information & images)
List of journalists
Distribute to target newspapers & magazines
Follow up to have news coverage
Monitor and clip all coverages
Make media report
16 news
coverage
PRESS LIST
Dep
Nguoi
Lao Dong
Saigon
Giai Phong
Thi truong
& Tieu dung
Lao Dong
Thoi Trang
Tre
Cam Nang
Mua sam Tu Van
Tieu Dung
The gioi
Phu Nu
Thoi Trang Tre
SG Dnhan
Thanh Nien
Kinh doanh
& Tiep thi
NĐVN
SG
Doanh nhan
cuoi tuan
TT&GD
NEWS
COVERAGE
EDITORIAL (6 editorials)
Write different editorial for each newspaper
Cooperate with journalist & Follow up
Placement in content section
Press clipping
PRESS LIST FOR EDITORIALS
Nguoi Lao dong
Sai Gon
Tiep Thi
T vanư
tieu dung
Cam nang
Mua sam
Thoi Trang Tre
Dinh Duong
EDITORIALS
ADVERTORIAL (8 Advertorials)
Concept design
Media booking
(in Ad section)
Copy writing
Press clipping
Impressive, brand image
Sharp and short content
Clear date, time
Full collecting
PRESS LIST FOR ADVERTORIALS
DAKT
cuoi thang
Sinh Vien 2!
PN Chu Nhat
Sanh Dieu
Dep
Cam nang
Tieu dung
Thanh Nien
The Gioi
Phu Nu
ADVERTORIAL
EDITORIAL/ADVERTORIAL
CONTENT
 Key content: Vitamin C with fast & busy lifestyle
‫٭‬ High-pressure work and time in modern life
‫٭‬ Increasing Vitamin C needs
‫٭‬ Nutrition regimes not enough to supply Vitamin C level
‫٭‬ Not much time to prepare Vitamin C glass.
‫٭‬ Kidney & stomach problems with more 1g V.C / day
‫٭‬ CCVC – the friendly Vitamin C for maximum health protection
TV CHANNEL
 TV reportTV report (5 minutes): on Newsreel HTV 9 (at
8pm)
 Dynamic life of youngsters
 High-pressure life with more needs of vitamin
 Multi-vitamin products in market
 Products of United Pharma
 Introduction about CCVC 500 mg
 Key benefits make Ceelin different
TV CHANNEL
 TV programTV program : Consumer’s knowledge on HTV 7
(2pm Sunday)
 Subject seminar: “Vitamin C for busy life”
‫٭‬ Participants:
 Producer, Doctor, 2 consumers (1 student, 1 white-collar
worker)
‫٭‬ Content: (20 minutes: 1 feature report, 1 talk show)
 Benefits of Vitamin C (especially in modern life)
 Vitamin C source supplement
 Safe Vitamin C concentration/ day
 CCVC, convenient product for busy life
THANK YOU

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Pr plan for ceelin 29 9-2005

  • 1. PROPOSAL CEELIN CHEWABLE VITAMIN C 500mg PR CAMPAIGN Prepared for: United Pharma By : Starlit Group
  • 2. INTRODUCTION  Vitamin C plays an important role for human health.  Nutrition regimes are not enough to supply necessary vitamin C level for people.  New Ceelin Chewable vitamin C is launched to respond vitamin C need of busy consumers.
  • 3.  Create brand awareness and generate trial  Build Ceelin Chewable VITAMIN C (CCVC) as the friendly (safe, convenient and affordable) vitamin C for young adult OBJECTIVE
  • 4. TARGET AUDIENCE Young and adults (18-30) Busy young white-collar workers Students with high & medium-income
  • 5. MESSAGE KHỎE HƠN, TIỆN LỢI HƠN VỚI VIÊN NG M CEELIN VITAMIN CẬ KHỎE HƠN, TIỆN LỢI HƠN VỚI VIÊN NG M CEELIN VITAMIN CẬ
  • 7. NEWS COVERAGE (by delivering a standard News release) Prepare Press kit (product information & images) List of journalists Distribute to target newspapers & magazines Follow up to have news coverage Monitor and clip all coverages Make media report 16 news coverage
  • 8. PRESS LIST Dep Nguoi Lao Dong Saigon Giai Phong Thi truong & Tieu dung Lao Dong Thoi Trang Tre Cam Nang Mua sam Tu Van Tieu Dung The gioi Phu Nu Thoi Trang Tre SG Dnhan Thanh Nien Kinh doanh & Tiep thi NĐVN SG Doanh nhan cuoi tuan TT&GD NEWS COVERAGE
  • 9. EDITORIAL (6 editorials) Write different editorial for each newspaper Cooperate with journalist & Follow up Placement in content section Press clipping
  • 10. PRESS LIST FOR EDITORIALS Nguoi Lao dong Sai Gon Tiep Thi T vanư tieu dung Cam nang Mua sam Thoi Trang Tre Dinh Duong EDITORIALS
  • 11. ADVERTORIAL (8 Advertorials) Concept design Media booking (in Ad section) Copy writing Press clipping Impressive, brand image Sharp and short content Clear date, time Full collecting
  • 12. PRESS LIST FOR ADVERTORIALS DAKT cuoi thang Sinh Vien 2! PN Chu Nhat Sanh Dieu Dep Cam nang Tieu dung Thanh Nien The Gioi Phu Nu ADVERTORIAL
  • 13. EDITORIAL/ADVERTORIAL CONTENT  Key content: Vitamin C with fast & busy lifestyle ‫٭‬ High-pressure work and time in modern life ‫٭‬ Increasing Vitamin C needs ‫٭‬ Nutrition regimes not enough to supply Vitamin C level ‫٭‬ Not much time to prepare Vitamin C glass. ‫٭‬ Kidney & stomach problems with more 1g V.C / day ‫٭‬ CCVC – the friendly Vitamin C for maximum health protection
  • 14. TV CHANNEL  TV reportTV report (5 minutes): on Newsreel HTV 9 (at 8pm)  Dynamic life of youngsters  High-pressure life with more needs of vitamin  Multi-vitamin products in market  Products of United Pharma  Introduction about CCVC 500 mg  Key benefits make Ceelin different
  • 15. TV CHANNEL  TV programTV program : Consumer’s knowledge on HTV 7 (2pm Sunday)  Subject seminar: “Vitamin C for busy life” ‫٭‬ Participants:  Producer, Doctor, 2 consumers (1 student, 1 white-collar worker) ‫٭‬ Content: (20 minutes: 1 feature report, 1 talk show)  Benefits of Vitamin C (especially in modern life)  Vitamin C source supplement  Safe Vitamin C concentration/ day  CCVC, convenient product for busy life