A survey of 1,000 adults found that 13% get their news from social media, 17% from print newspapers, 29% from online news websites, 26% from television news, and 15% from radio news. The survey also found that people trust different types of news sources at different rates, with public radio and television news being the most trusted and social media being the least trusted.
This proposal summarizes a marketing plan to promote condom use in Vietnam. The plan has 5 parts:
1. Conduct research to understand target audience and identify a key insight that condoms are not seen as a "must."
2. The objective is to increase condom awareness, use, and sales of the OK brand by being the first campaign to openly discuss condom use and its consequences.
3. The execution plan includes a charity initiative, digital content, a reality TV show with celebrities, and expanded distribution.
4. The communication message will feature real stories of people affected by unsafe sex in a direct, fearless tone to show audiences "what they don't want."
5. The
This document proposes launching a new branded rice brand called Lành targeting health-conscious mothers in Vietnam. It begins with an agenda that includes business analysis, customer understanding, brand positioning, and launch. It then provides background on the Vietnamese rice market and an opportunity for a branded rice focused on health. Customer segmentation and consumer journey maps are presented, identifying an insight that mothers worry about family health but rice safety is unaddressed. The brand is positioned around "authentic rice for good health" with benefits of traditional farming practices. A marketing strategy is outlined including a TV series, exhibition, and sampling to promote the message of giving children the same authentic rice their mothers had in the past. Financial projections estimate over 300 billion VND
This document discusses the launch plan for a new rice product called AROVIET Rice. It begins by analyzing consumer preferences for rice qualities like aroma. It positions AROVIET as a fragrant rice with natural and specific aromas. The document outlines the product portfolio, target consumers, and brand positioning. It then provides details of the launch campaign including objectives, timeline, tactics, and budget. The campaign aims to increase trial through sampling and promotions to achieve purchase and loyalty among target consumers.
Elite Young Marketers Assignment 21.1 Ba Loc_Ngoc TramYoungMarketers2
This document outlines the process for producing a television commercial (TVC). It discusses the key roles of the client, advertising agency, and production house. The process involves 4 main steps: 1) the client briefs the agency on the project objectives, 2) the creative team develops concepts and tests them, 3) the production house handles pre-production, shooting, and post-production, and 4) the finished TVC goes through censorship before publication and broadcasting. The goal of a TVC is to introduce, convince, remind or switch consumers regarding a product or service within a short time duration, typically 30-45 seconds.
Elite young marketers assignment 19.1 ba loc_ngoc tram_finalYoungMarketers2
Corporate PR involves managing a company's reputation through effective internal and external communication strategies. It encompasses media relations, corporate social responsibility initiatives, internal communication, and protecting the company during critical situations. The key elements of Corporate PR include corporate citizenship, corporate communication, and corporate ethics. Corporate citizenship focuses on a company's responsibilities toward society and positive impact on stakeholders. Corporate communication oversees messaging strategies and developing relationships with media, employees, and investors. Corporate ethics ensures trust and transparency between a business and its customers.
Elite young marketers assignment 18.1 phu cuong_ngoc tramYoungMarketers2
The document describes an activation campaign by Acnes skincare brand at MT Channels supermarkets in Vietnam to target teenage girls. It outlines the target audience, context, and umbrella idea of providing a quick and complete 3S formula solution for acne concerns. The activation was designed to have booths like small clinics where product guides (PGs) would test customers' skin, give advice, and present the Acnes product portfolio and promotion. However, the feedback noted the activation was not very effective as supermarkets were the wrong channel, the PGs did not clearly deliver the key 3S formula message, and there was a lack of tactics to attract customers and amplify the messaging through social media.
Ym3 warm up marathon - grand interview - simple teamYoungMarketers2
Vinacafe aims to establish its brand role of reviving forgotten Vietnamese values and inspiring youth pride. Younger Vietnamese agree their country has negative images and they do not feel proud or knowledgeable about Vietnamese culture. The campaign will collect 20,000 stories from youth about how to improve Vietnam. It will use influencer videos, interactive machines, and exhibitions to trigger awareness of values, engage youth to share stories, and amplify positive images of Vietnam. The goal is to make 70% of youth feel proud to be Vietnamese and introduce their nationality.
The document outlines YoLove, a Valentine's Day digital marketing campaign in Vietnam by Yomost. The campaign's objectives were to inspire people to fully experience Valentine's Day and increase customer engagement with the Yomost brand. The target audience was young urban Vietnamese aged 18-24 who are active online and interested in love stories. The campaign concept was to encourage people to express their love through a viral video and mobile app. It saw over 200,000 video views and wide sharing of a featured quote on social media. While the campaign spread the brand's message, its impact appeared limited as Yomost struggled against larger competitors.
The document summarizes a public relations campaign in Vietnam called "My Kool Vietnam" conducted over the summer to promote the haircare brand Clear. The campaign aimed to refresh the brand's image and position it as innovative and relevant to youth. It created an interactive website and mobile app where young people could share cool spots around Vietnam, with the goal of building pride in the country's beauty and encouraging domestic tourism. The campaign saw positive engagement and viral videos, achieving its objective of differentiating Clear in the haircare market through an association with concepts of "summer" and "cool".
Nhom 2 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
The document outlines a brand launching plan for a new instant coffee brand that aims to remove consumers' morning wake-up phobia by offering a unique packaging innovation that creates an "explosion of aroma" upon opening. The plan includes pre-launch marketing activities like ambient coffee scents in public areas, sampling events on university campuses and in offices, and a launch event called "Crash the Enjoyment" featuring aroma and product experiences.
Nhom 3 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
This document outlines the agenda and content for Assignment 10.2 Group 2. It includes sections on background, business opportunity, segmentation, overall truths, consumer insights, and brand idea. The key insights are that the target customer is urban female youth aged 20-29, especially achievers who drink coffee for concentration but prefer a milder 3-in-1 coffee. The proposed brand idea is to position the product as providing a "Bittersweet Blending for Life Indulgence" through a special formula that balances bitter authentic coffee with milk and sugar for a bittersweet taste and aroma, with suitable calories and caffeine for women. The objective is to develop a variety of products to meet women's needs for indulgence and l
Young Marketers Elite 2013 - Assignment 6.1 - Thien An - Thao NghiYoungMarketers2
Brand innovation is the process of harnessing creative ideas to meet business needs. It includes six main types: 1) Product innovation - developing new or improved products. 2) Pricing innovation - innovating pricing strategies. 3) Channel innovation - innovating distribution channels. 4) Communication innovation - innovating ways of connecting people. 5) Process innovation - implementing new production or delivery methods. 6) Packaging innovation - innovating materials or processes used for packaging. The innovation process involves generating ideas, assessing feasibility, building capability, launching, and evaluating outcomes.
Young Marketers Elite 2013 - Assignment 6.1 - Ba Loc - Ngoc TramYoungMarketers2
1) The document discusses brand innovation, defining it as incremental changes to products, processes, or services that successfully exploit new ideas.
2) It provides examples of different types of brand innovation mixes including product, communication, packaging, channel, pricing, and process innovation.
3) McDonald's brand innovation process is used as a case study, where they launched the "Vitamac" burger to address parents' concerns about kids' nutrition while maintaining enjoyment. Ideas were evaluated for feasibility and capabilities before market launch.
Young Marketers Elite Program - 1st Grand Presentation - Nhom 1 YoungMarketers2
The document provides research findings from focus groups and surveys conducted with young Vietnamese coffee drinkers aged 18-30. Key insights include:
- Youth prioritize their social lives and status but also feel pressure to focus on careers, though they lack confidence in career preparation.
- Coffee provides a moment for youth to slow down, think, and focus amid busy lifestyles and late nights working or studying.
- While coffee tastes bitter, youth see potential for sweetened coffee flavors to make the drinking experience more enjoyable.
- Popular coffee brands are chosen based on taste, advertising that sparks curiosity, and recommendations from friends.
Young Marketers Elite 2013 - Assignment 3.1 - Thuy Tien - Ngoc TramYoungMarketers2
This document provides information about brand positioning, brand essence, and brand keys. It includes examples for the oolong tea brand Oolong Tea Plus and female underwear brand Triumph. The document discusses what brand positioning, essence, and keys are and how they define the central nature and promise of a brand. It also analyzes example brands to demonstrate these brand strategy concepts.
Young Marketers Elite 2013 - Co hoi du thinh Tuan 2 Market Research - Nguyen ...YoungMarketers2
The research brief outlines key elements for a market research project, including:
1. Market and strategic overview to understand the context and objectives.
2. Background and role of the research to specify how findings will inform decisions.
3. Objectives including business goals and specific research questions.
4. Suggested approach and target groups to provide guidance on methodology.
5. Reporting requirements to establish deliverables.
6. Timing and budget constraints to ensure feasibility.
7. Existing information to refine the scope and build on past learnings.
2. Bạn biết gì về bao cao su OK?
OK là nhãn hàng bao cao su nổi tiếng thế giới
thuộc sở hữu của tổ chức phi lợi nhuận DKT
International
Năm 1993, lần đầu tiên bao cao su OK có
mặt tại thị trường Việt Nam
Năm 2013, Cty TNHH Sự lựa chọn vàng trở thành đối
tác của DKT, phân phối bao cao su OK tại thị trường
Việt Nam
Thiết kế đơn giản, tiện dụng, bảo vệ
tối ưu, thoải mái, mức giá bình dân.
Là thương hiệu bao cao su đầu tiên có mặt tại Việt
Nam, chất lượng quốc tế, được người tiêu dùng
Việt Nam tin tưởng trong suốt thời gian qua.
O
3. Bối cảnh
Nhãn hàng được
sử dụng thường
xuyên nhất
1600
100%
1.2
1400
Tăng trưởng
thị phần
Thị phần so
sánh
Doanh thu 2012
90%
1200
1
80%
70%
1000
0.8
60%
800
50%
0.6
600
40%
30%
0.4
400
20%
200
0.2
10%
0
0%
0
Durex
OK
Romantic
Playboy
Rock
Dulexe
Drex
Sumo
Cowboy
Trojan
True X
Sagami
Khác
Doanh thu
Tăng trưởng thị phần
Thị phần so sánh
Đối thủ cạnh tranh
O
4. Bản đồ định vị
giá
Độ an toàn, tiện dụng
Lợi thế cạnh tranh
- Độ nhận biết cao, thương hiệu tạo được
niềm tin lâu dài cho người tiêu dùng.
- Giá thấp hơn các đối thủ cạnh tranh.
- Chất lượng tương đương các đối thủ
cạnh tranh.
- Đa dạng chủng loại.
- Thương hiệu Hoa Kỳ.
- Mạng lưới phân phối bao trùm thị trường.
O
5. Chân dung khách hàng mục tiêu
Dân số học: Nam Nữ, là người Việt
Nam, 18-24 tuổi, chủ yếu ở TP.HCM và
Hà Nội. Thu nhập BCD
Xã hội và tâm lý: Có quan hệ tình dục
hoặc có quan tâm đến quan hệ tình dục
và bao cao su. Tâm lý ngại đề cập đến
tình dục, ngại khi mua bao cao su.
Muốn tiếp cận và sử dụng bao cao su
một cách tiện lợi, thoải mái, an toàn.
Hành vi: Người ra quyết định mua, sẵn
sàng tư vấn cho người khác. Mức độ
trung thành cao.
O
6. Mục tiêu
Tăng nhu cầu sử dụng bao cao su ở
đối tượng từ 45% lên 65%
Tăng nhận biết về vị trí dẫn đầu của
thương hiệu OK
Tăng doanh thu 15%
O
7. Sự thật ngầm hiểu
- Mang bao cao su bên mình là không
đứng đắn?
- Bạn gái/trai tôi đâu có HIV/STDs gì
đâu! Có thuốc tránh thai rồi, cần gì bao
cao su nữa?!
- Tôi rất ngại khi hỏi mua bao cao su.
- Có những địa chỉ nào đáng tin cậy để
tôi mua bao cao su không?
O
8. concept
Make it
visible
message
Be OK
with OK
Bao cao su OK rất gần gũi với giới trẻ, đã ăn sâu vào tiềm thức của mỗi người và
nó hiện diện ở khắp mọi nơi, chỉ là chúng ta đang lờ đi, không dám thừa nhận mà
thôi.
O
9. Chiến lược thực hiện – Giai đoạn 1
Strategy
Tactics
Tăng độ nhận biết và nhu cầu sử dụng bao cao su OK
Tạo sự chú ý và tranh luận về chủ đề “chiếc áo vô hình”
tồn tại trong lòng xã hội Việt Nam
PR online
Billboard
Social Media +
Viral Clip
Tools
Forum seeding, SEO
O
11. PR Online – Hot Vlogger
Xã hội Việt Nam không cởi
mở về vấn đề tình dục, tâm
lý giới trẻ còn ngần ngại khi
nói về bao cao su.
Văn hoá Mỹ - Tình yêu, tình dục và
“chiếc áo” vô hình
O
12. Chiến lược thực hiện – Giai đoạn 2
Strategy
Tactics
Tăng doanh thu
Sử dụng bao cao su là
việc bình thường
trong xã hội hiện đại.
Billboard
Sales Promotion
Event + Vật
phẩm
Mobile Apps
Tools
POSM + vật phẩm
PR Online
O
14. TVC
Những vật dụng “bảo vệ” thường bị chúng ta xem
nhẹ. Tương tự, bao cao su cũng không phải là thứ xấu
xa mà nó thực sự là sản phẩm dành cho thế hệ của
chúng ta.
O
15. Mobile Apps – OK Everywhere
Ứng dụng di động “OK Everywhere” có thể nhanh chóng tìm thấy
các địa điểm bán bao cao su OK gần nhất trên địa bàn TPHCM và
Hà Nội và dễ dàng post hình lên fan page.
O
16. Event – Use OK condom, Be ok with OK
5 gian hàng với 5 “thiên
thần” tượng trưng cho
5 mùi hương của bao
cao su OK
Sử dụng mobile apps vượt
qua các thử thách để tìm các
địa điểm bán bao cao su OK
ở TPHCM hoặc Hà Nội.
Đại diện: Ông
Cao Thắng &
Đông Nhi
O
17. POSM và các vật phẩm
Phát bao cao su miễn phí ở
các khu công nghiệp, khu
dân cư,KTX trường học
O
18. Thời gian thực hiện và phân bổ ngân sách
Kênh
Awareness
2013 - Dec'
2014 - Jan
Sales
2014 - Feb
2014 - Mar
2014 - Apr
Cost
2014 - May
Billboard
800,000,000
Forum seeding
50,000,000
SEO
400,000,000
Social Media
TVC online
500,000,000
PR Online
1,000,000,000
Hot Blogger
100,000,000
Event
1,000,000,000
Mobile Apps
200,000,000
POSM + Vật phẩm
200,000,000
Promotion
200,000,000
Tổng cộng
(*)Dự trù ngân sách là 5% và chi phí cho hoạt động
nghiên cứu, đánh giá là 300,000,000 VNĐ
O
4,450,000,000
19. Đánh giá theo dõi hiệu quả
• Việc đánh giá, giám sát được tiến hành đồng thời
tại các thời điểm trước, trong và sau khi truyền
thông cùng với báo cáo do công ty nghiên cứu
được nhãn hiệu bao cao su OK thuê với chi phí là
300,000,000 VNĐ để biết được mức độ nhận
biết, chấp nhận và hành động của người tiêu
dùng.
• Đối với phía nội bộ nhãn hiệu sẽ đánh giá đựa
trên tình hình kinh doanh tại các kênh phân phối:
Doanh số bán hàng
Số lượt khách ghé qua
Phản hồi của khách hàng.
O
