Break the limits….

G.A.T.O

OVERVIEW

• OK is a condom brand of Thai Nippon Rubber Industry.

• OK condoms were first introduced in Vietnam in 1993. It was the first brand penetrating the Vietnam condom market.

• At the time, Ok condoms were substantially subsidized and made available nation-wide. As a result, OK then became a first brand people think of when asked “Name any condom brands”.

• With the support of Government and NPOs in marketing, “OK”, the brand, is now an implication of “condoms” in the Vietnamese’ mind.

• However, for the time being, OK is losing its dominant position in the market with the import of strong competitors as Durex, Trojan, Okamoto, Number One, etc.

MACRO-ENVIRONMENT

• Generation Y (born between 1977 and 1994)• They are very IT literate and have created a large and lucrative teen

and young adult market.• => a potential market related to sex such as CONDOM

Demographic Forces

• highly supported by the Government and organisations such as• “100% Condom Use Program” in 2011 by UNAIDs Vietnam • DKT Vietnam: social marketing for healthy sexual life and

contraception (http://www.dktvietnam.org/web/?page=about)• Center for Health market innovation (

http://healthmarketinnovations.org/program/government-and-social-marketing-contraception-and-hivaids-prevention)

Political Forces

• affected by Western culture• open-minded with sex before marriage especially for those who live in

the urban areas.• 36% of people have their first sex at the age of 14 - 17• 1/3 Vietnamese youth have misconceptions about proper use of

condoms and consider their use an improper conduct.• young people think condoms are for prostitutes or unfaithful partners.

Cultural Forces

COMPETITIVE ANALYSISBrand Price/item on

averageImported from

Pros Cons

Church and Dwight Company

33 000 VND U.S - Top 10 best brand condoms in the world - So thin that looks transparent - durable condom - Non-flavoured: No heavy rubbery smell- Thermal conductivity: Quick- Spermicide contained: Nonoxynol-9- Special design

- Size (58mm) is far bigger than Vietnam’s average size.

- Non-flavoured may be not favourable all users

London Rubber Company

15 000 VND Thailand Diverse category: plain/ribbed/dotted condoms, flavoured/non-flavoured, extra lubricant, extra thinSize variety: 49mm, 52mm, 55mmDurability: 3 times than OK

- No spermicide

Thai Nippon Rubber Industry

3 000 VND Thailand, Malaysia

Category: plain condom with Fruit flavoured or non-flavoured

Affordable pricePartially subsidised: 6.9%

Thick condom: 0.9mm (a normal condom thickness is 0.07mm)Rubber smell with non-flavoured condomOne size: 52mm (Vietnam’s average size is 49mm)No spermicideLess choice for customers: 1 category, less additional features

Unidus Corporation

1 000VND Korea Substantially subsidised by the Government (57.7%) Extra lubricant pack added to every condom packSize: 49mm

One category: Plain latex condomHeavy rubbery smell

POSITIONING MAP

WEAKNESSES-Duration and quality of OK condoms are lower than its competitors’- Thick condom: 0.9mm (double that of competitors)-Weak distribution network and availability to young people- The brand does not do any marketing effort to maintain their position, they rather depends on the promotion from Government or NPOs through their programs

OPPORTUNITIES-Customers are more aware of the brand-Supported by Government, NPOs to raise awareness about the importance of avoidance STIs in Vietnam-Increased Internet usage leading to wider approach to target market

THREATS-Barriers when target market neglects to use condoms-Competitive environment with other rivals-Perception of the youth to have sex freely without the concern of using condoms for protection-Around one third of Vietnamese youth today have misconceptions about proper use of condoms and consider their use as an improper conduct

SWOT

TARGET MARKET

18-24

Male, Female, LGBT

Hanoi and HCMC

Open-minded

Non users, first-time users, potential users

66.25% of the youth having sex doesn’t use condoms Target 66.25% of the youth population

CUSTOMER INSIGHT

• Availability: The availability of condoms in non-traditional outlets such as hotels, guesthouses, restaurants, karaoke, massage parlors, truck stops, bus stations is still limited in VN.

• Comfortability: Mostly the youth surveyed replied that the reason making them not to use condoms is the uncomfortability in having sex.

We demand for a kind of condom that ensures safety in

having sex to avoid the transmission of sexual

infection and also to ensure the priority of reaching more pleasant feeling as condom can be made “invisible” that doesn’t interrupt our partner.

Source: Understanding Vietnam’s Condom Market: Key findings from an outlet survey (2012)

OBJECTIVES• IMC OBJECTIVES

45%-65% increase of demand

Raise brand awareness

Sales rise 15%

Reduce the number of STIs’ patients (including in LGBT)

• MEDIA OBJECTIVES

REACH: 80% of the target

FREQUENCY: 4 times on average

GRP: 80%*4 = 320

CONTINUITY: Pulsing strategy that spread the amount of ads unequally, focusing on Oct- Dec

4PS

Enhance Comfortability of users

BREAK THE LIMITS IN

Product • More sizes: 49mm, 52mm, 55mm• More flavors: fruit, candy, chocolate, vanilla• Spermicide added• Rubber deorization:• Thinner condom: 0.07mm• Features:

Dots, ribs, twists : enhance sensitivity Addition of anesthetic: prolong sexual performance

Price 20 000 VND/box ( 3 packs/ box)

Place Increase the availability by distribution in non-traditional outlets:• Hotels, guesthouses (mainly)• Massage parlors• Bus terminals• Supermarkets: Coopmart, BigC, Maximark• Convenient shops: Shop&Go, MediCare, K+, etc.

Promotion “Break the limits” Campaign (1 Jun – 31 Dec 2014)

CREATIVE STRATEGY

• CAMPAIGN STRATEGY

• Our target market includes both male and female customers from the age of 18-24 living in urban areas and value open-minded characteristics. Their demand is to purchase a product that ensure safety in having sex and also not to interrupt their extreme feeling or make their partner unendurable

OUR BIG IDEA:

• “Break The Limits”. This campaign will promote OK condom as a brand that satisfies customers’ demand of providing fun, safe sex without any obstacles that prevents users from reaching pleasant feeling, thus encouraging target market to break their sex boundaries with OK.

• Also LGBT community is encouraged to participate and use OK for reduction in STIs through “Break The Limits” campaign, which across the boundaries of prejudice from society.

ADVERTISINGONLINE MARKETING

• ONLINE MARKETING VIDEO

http://www.youtube.com/watch?v=linoAp5jsb8&feature=youtu.be

Click the link to watch the demo of initial idea for this viral video

The online clip will be promoted for

the new product in “Break The Limits”

line of OK – TiMax condom in:

• ONLINE

HOMEPAGE

• SOCIAL NETWORK

Information will be updated on social network as well as useful tips for safe sex. Also, visitors can have FAQ session online.

• ONLINE NEWSPAPER

Place the ads, news on online newspapers

(webtretho.com, eva.vn, giadinh,net,vn)

OUT-OF-HOME ADVERTISING

• Printed Advertisement

For product innovation of adding more flavor, we will create an ad with the slogan of “Even Ants Love It” to emphasize the new feature of OK condom not only attract their sex partner but also other creatures, to enhance the attractiveness in having sex and create a pleasant feeling for lovers.

The ad will be designed with the condom putting on the table and surrounded by ants. The ad will also attach Ok’s logo, the slogan of “Even Ants Love It” and the theme “Break the Limit” and provide the new added flavors to inform the audience.

ELEVATOR ADVERTISING

• In the front, a normal horizontal condom is

designed and attached as printed ad on the doors

• At the back of the elevator, a different condom

with new features of ribs, knobs is attached, included

the sentence of “New Look, New Experience” and the

theme of the campaign “Break The Limits”

Cause effect as the elevator doors open new look

for OK condom’s product line.

SALES PROMOTION

POP DISPLAYSCreate an outlet with the aim to let consumers experience new product features as well as to motivate them to use by designing an outlet with the shape of a huge giant condom in horizon and put under Bitexco Tower in HCMC and in Vincom Center in Hanoi. Inside the condom outlet, products and samples will be displayed and the target market can visit the outlets for more information.

Vincom Center (HN) Bitexco Tower (HCMC)

SAMPLING:Samples will be distributed by salespersons in 2 outlet locations in Vincom Center (Hanoi) and Bitexco Tower (HCMC). The distribution will be held in 1 week

POP Display

Permanent for sale at non-traditional

outlets

- Hotels- Guesthouses- Bus terminals

- Massage parlor-clubs/pubs

-SupermarketsConvenience shops

Temporary for sampling

Shopping centers: Bitexco Tower,

Nowzone, Diamong plaza, Windsor Plaza

PUBLIC RELATIONS• Human Billboard for Buzz Creation

• With a huge graphical billboard put in slope, human dancers are hang over with the strings holding them behind. Dancers will perform with the theme of breaking the limit of the desire to have fun and safe sex, protecting them from the infection of STI viruses and also stimulating their pleasant feeling. Dancers will also be dressed appropriately with the theme of “Break the Limits” in having safe sex with minimum obstacles with condoms.

• Also this event is to encourage LGBT community to have safe sex by using OK condom, as STIs are still transmitted between gays, lesbians, bisexual and transgender.

• The human billboard will contain 4-5 dancers and will be displayed in Ben Thanh Market and it will be held one month before the main PR event

PR EVENT- BREAK THE LIMITS FAIR

• Cause-related Marketingorganized on 15 Nov, 2014 in HCMC as following the event of World Aids Day

a. Games

• OK will design booths of games with the shape of giant condoms, each booth will contain basic game such as golf, bowling, hit the STI’s heads with condoms….

b. Condom Café

• In the event, a café court is created for participants to join and find out more information of condom as well as sharing tips for having safe, fun sex among participants.

• The cafe will have the decoration of a normal, original café shop with tables, flowers from outdoor to indoor. However, instead of just providing food, drinks, we will specify with a condom wardrobe at the bartender’s location, where visitors can come, have a drink and discussion for specific condom product. New product line “Break The Limits” will be displayed in the condom cafe, and useful tips for fun, safe sex will be shared by experts of OK as well as from participants.

c. Final Challenge - BREAK THE LIMITS- WOMEN TAKE ALL.

• There will be a significant challenge provided for female participants with the description that only 1 participant that can dress our latest condom product of “Break the Limits” line for the model of the penis in the fastest period of time will be the winner. To enhance the level of difficulties, Ok will create accident disturbance that cause annoy for participants and also to test their concentration on different situations. They will also have eyes folded. The person finishing the challenge in the shortest time will receive the finale prize of 50 mil VND.

UNAIDS NPO

EVALUATION AND CONTROL

• Online Marketing Video:

• Online Homepage: viewed by Access Number

• Social Network:

• Out-Of-Home Advertising, Sales Promotion and PR

Use of focus group (age:18-24) for evaluation, memory test for brand awareness

A group of 4-5 people will be exposed by the ads and test their ability of understanding the message as well as their memory and exposure of the brand.

• For the evaluation of achieving targeted sales evaluate based on the forecasted sales

Buzz Creation

with Human

Billboard

Marketing

PR

Finance

2 days ◘

800 million

PR Event

Break The Limits

Fair

Marketing

PR

Finance

1 day ◘ 1.65 billion

Total 5,000,000,000

MEDIA PLAN

Task Department Frequen

cy

Time frame (from 1 June to 31 Dec 2014) Budget (VND)

Jun Jul Aug Sep Oct Nov Dec

Advertising

Online Marketing

Video

Marketing

PR Daily ◘ ◘ ◘ ◘ 380 million

Homepage Marketing

PR Daily ◘ ◘ ◘ ◘ ◘ ◘ ◘

40 million Online advertising

on Fan page,

Social websites

Marketing

PR Daily ◘ ◘ ◘ ◘ ◘ ◘ ◘

Printed

Advertisement

Marketing

PR

Finance

Daily ◘ ◘ ◘ ◘ ◘ 15 million

Elevator

Advertising

Marketing

PR

Finance

Daily ◘ ◘ ◘ ◘ 115 million

Sales promotion

POP Displays Marketing

PR 1 week ◘

1.3 billion

Sampling PR 1 week ◘ 700 million

Public relations