1. Kho st trong nhm tui 14-24 Tng qut

2. - Thng hiu tin phong, c nhiu ngi bit n. - Cht lng sn phm tt. - Gi c cnh tranh.- Sn phm cha a dng, khng p ng y nhu cu th trng. - H thng phn phi cha tt. - Gn lin vi cc chin dch marketing x hi ca chnh ph, khin cho mc nh trong tm tr khch hng, OK l dng sn phm bnh dn.SWOT- Tm l, nh kin v bao cao su dn thay i. - S h tr ca chnh ph vn c duy tr. - Lng tin ca khch hng v cht lng BCS OK.- Cnh tranh gay gt t cc nhn hiu khc, c bit l Durex. - Mc nh trong tm tr khch hng, BCS OK l dng sn phm bnh dn, cht lng trung bnh kh. - Tm l chung ca x hi v BCS cha ci m. SWOT 3. Nam N, l ngi Vit Nam, 18-24 tui, ch yu TP.HCM v H Ni. Thu nhp: BCD C quan h tnh dc hoc c quan tm n quan h tnh dc v bao cao su.Nam N 18-24 tuiQuc tch Vit NamCh yu TP.HCM v H NiThu nhp: BCDC quan h tnh dcQuan tm n tnh dc v BCSKhch hng mc tiu 4. nhu cu s dng bao cao su nhm i tng t 45% lnTNG65%. nhn bit v v tr dn u ca thng hiu OK. doanh thu 15%.TNGTNG65%45 %Nhu cu s dngV tr dn u15%V tr dn uV tr dn uDoanh thuMc tiu 5. Ti khng quan tm n an ton tnh dc. Ti xem bao cao su l 1 sn phm nhy cm. Ti mun hiu r hn v cng dng ca bao cao su v mong mun c 1 loi bao cao su phong cch, ph hp vi gii tr, c x hi nhn nhn bng 1 nh mt khc khi mua v s dng n khng cn phi ngi ngng Insights 6. ExpensiveTung dng sn phm OK Style, nh v miYounger buyer, stylishOlder buyerLow Price nh v 7. OK Style l dng sn phm mi, c thit k chuyn bit dnh cho gii tr phong cch vi cht lng vt tri c khng nh.Bao cao su OK t lu c mc nh trong tm tr ngi tiu dng nh l 1 sn phm bnh dn, c cht lng kh tt v gn lin vi cc chng trnh sc khe do chnh ph thc hin.Cng v vy, hnh nh BCS OK tr nn quen thuc v gn gi vi ngi dn Vit Nam. Tuy nhin, iu ny cng hm cha nhng tc ng tiu cc n OK. Vi gii tr, nhng ngi lun mong mun nhng sn phm t ph, phong cch, mi m th OK khng phi l la chn hng u. Do , bt buc phi tung ra dng sn phm mi OK Style nhm chim ly phn khc th trng ny. 8. ` Thng ip chung ca chin dch: WEAR or WORSE? Bin vic s dng bao cao su (OK Style) tr thnh 1 tro lu mi trong gii tr. Nh chnh ngi tr ni v thc trng ca ngi tr. Chin dch WEAR or WORSE? gip ngi tr ci b tm l e ngi khi mua v s dng bao cao su; bin vic s dng bao cao su tr thnh 1 vic bnh thng, hin nhin v y phong cch. Bn cnh , WEAR or WORSE? cn nng cao nhn thc v an ton tnh dc cho nhm i tng ny. c bit, trong WEAR or WORSE?, xy dng chin lc 4P mi nhm ti nh v hnh nh ca nhn hiu OK, ti mi hn, ph hp vi gii tr hn vi dng sn phm mi OK Style. WEAR or WORSE? khai thc cc knh marketing hin i (Social Marketing, Viral Marketing, Mobile Marketing.) tip cn i tng khch hng mc tiu. Cc phng php ny t hiu qu truyn thng cao vi chi ph hp l v tc lan ta mnh, c bit l vi ngi tr. Bn cnh , tn dng cc knh marketing truyn thng (Outdoor,..) nhm to nn hiu qu ng b. BIG IDEA 9. Product Product Price- Dng sn phm OK Style - Hp 5 ci. - 4 mu sc: Xanh, , hng, xanh l cy. 5 in 1: Mua 1 ln s dng c nhiu ln.Price Place- 25 nghn/hp 5 ciPlace Promotion- Shop online, siu th, shop truyn thng.Promotion- Online Banner - Viral Clip - Online Contest - Mobile Ads, App - Outdoor Ads - PR 10. Online Contest: T chc cuc thi nh WEAR or WORSE? (3 thng) trn website chnh thc ca chin dch. tham d, th sinh gi nh ca chnh mnh (1 mnh hoc 1 nhm) vi du hiu OK. Th sinh phi chp nh bng phn mm OK Style. S c 3 gii nht, nh, ba (da trn im s BGK v tng lt like) v 12 gii ta sng dnh cho nh c lt like cao nht mi tun (12 tun) Gii 1: 30 triu v 1 chuyn du lch Hn Quc. Gii 2: 20 triu v 1 chuyn du lch Thi Lan. Gii 3: 10 triu v 1 chuyn du lch Campuchia. Gii ta sng: 3 triu/gii. Gii dnh cho ngi like: 15 triu cho ngi may mn nht (cui cuc thi) + 2000 nn bo him, o thun c ng (hng ngy).Online Contest 11. OK Style l phn mm c xy dng ring cho chin dch WEAR or WORSE? (kh dng cho iOS, Android v Windows Phone) bao gm cc tnh nng: + Chp nh vi hiu ng p v ng watermark WEAR or WORSE? ng thi upload nh trc tip ln trang bnh chn. + T ng to certificate ngi dng nhn c 100MB 3G min ph t mng in thoi khi ci t phn mm. Tng thm dung lng khi share thng tin vi bn b (50 MB mi lt share thnh cng) (kh dng vi khch hng 18-24 tui TP.HCM, H Ni) + Cung cp cc thng tin tuyn truyn v an ton tnh dc menu chnh. 12. Viral Clip: Phase 1: Thc hin clip Cuc ua k qui (phng theo Cuc ua k th) vi ni dung nh sau: 2 i tham gia vo cuc thi yu cu ngi chi vt qua 1 hnh trnh y kh khn. Trn ng i, 2 i (i Hng, i en) s phi bng qua nhng khu vc nguy him (thc nc, ng gai nhn,) tham gia vo nhng cng vic (ly mt ong,). Trong , i Hng lun trang b y o phao (thc nc), giy ng (ng gai nhn), qun o bo h (ly mt ong). Ngc li, i en th khng chun b bt c th g. Hu qu l i en v n ch trong tnh trng ti t. Cui clip l thng k v t l mc bnh STIDs, HIV khi khng s dng BCS. Kt thc clip l thng ip Wear or Worse? Choose smart! Sau l m QR Code download app OK Style. Phase 2: V-blog Jnevermind v vn an ton tnh dc v s dng bao cao su. Phase 3: Clip mt thi nh, nh nhng ngi tr ni v qu kh huy hong ca h trc y v cuc sng hin ti ca h (do quan h tnh dc khng an ton). Phase 4: V-blog An Nguy v vn an ton tnh dc v s dng bao cao su.Viral Clips 13. Mobile Marketing:ng dng LINEGame Temple Run 2Game Candy Crush 14. Outdoor Advertisement: Qung co pano, qung co trong nh ch xe but vi thng ip chnh WEAR or WORSE?. qung co trong nh ch xe but. Qung co Poster, Flyer cc trung tm anh ng, nh vn ha, cc trng H, C, TCNN, rp chiu phim PR: Lin kt vi Lotteria, Galaxycine thng tin v chin dch WEAR or WORSE? trn ly nha, v xem phim vi tinh thn chung tay gii quyt cc vn x hi. Outdoor, PR 15. Online Banner: Qung co banner trn cc trang: zing.vn, kenh14.vn, vozforum, vnexpress.net, 24h.com.vn, youtube.com (qung co khi xem video + banner) vi thng ip chnh WEAR or WORSE?. Khi ngi xem click vo s dn n trang ch cuc thi. Qung co Pop-up 15 giy (khi xem video) trn tv.zing.vn, qung co banner Zingme,qung co banner trn facebook, mp3.zing.vn, vi thng ip qung b cho cuc thi WEAR or WORSE?. Social Marketing: Cp nht fanpage ca chin dch thng xuyn vi cc thng tin lin quan n an ton tnh dc, nhn mnh v th ca OK, sn phm OK Style. Thu cc Blogger ni ting, cc thnh vin ni tri (hot girl, hot boy,vi lng friend, follower ln) trn Facebook, Zing,chia s thng tin v cuc thi.Banner, Social Marketing 16. Tng hp 1 s hnh nh v chin lc trin khaiTng hp 1 s hnh nh phc tho cho chin dch Hnh nh 17. Engineering Timeline PR 20/1228/9 Viral ClipBiu thi gian thc hin chin lc Promotion23/917/10T10T928/115/11T12T112013 27/1227/9 Online Contest,Mobile Marketing tTask 2 Here Social Marketing Online Banner, 7/9Social Marketing 2014Task 3 Here Pano 15/915/12 Nh ch xe but 29/98/107/115/12 Task 5 Here1/3/2014Flyer, Poster Timeline 18. Cng cMc tiuGhi chChi phOnline ContestKhi gi s yu thch, to nn tro lu mi trong gii tr, nng cao nhn thc v an ton tnh dc (thng qua phn mm OK Style)Bao gm c chi ph duy tr phn mm OK Style (200 nghn ngi ti)2 tViral ClipTo n tng tt p v sn phm, nng cao nhn thc v an ton tnh dc.Mobile MarketingQung b cho Online ContestLine, Candy Crush, Temple Run 2750 triuPanoTo ra s nhn bit, yu thch OK Style3 pano500 triuPoster, FlyerTc ng nhn thc v OK Style ca khch hng, qung b cho Online Contest5 nghn Posters 30 nghn Flyers100 triu100 triu4 clipOnline BannerKhi gi s t m, to n tng tt v sn phm, qung b cho Online Contest1 tSocial MarketingDuy tr n tng tt v Ok Style, qung b cho Online Contest, nng cao nhn thc v an ton tnh dc, khng nh v th ca OK200 triuPRNh trnChi ph khcHp tc cng Galaxy, Lotteria gii quyt thc trng x hi200 triuSeeding,150 triu Tng cng5 t 19. -Thc hin kho st trc tuyn, theo di phn hi t pha cng ng. Kho st thng qua mng x hi. nh gi nh hng ca chin dch n truyn thng, bo ch. Tng kt doanh s bn hng sau khi chin dch kt thc. nh gi tng quan phn ng ca gii tr. nh gi tng quan bin i tm l x hi. Kho st chung v vn an ton tnh dc gii tr.Ch chung cho ton chin dch: + Upload Viral Clip ln Youtube vo ti th 6 tc lan truyn trong cng ng nhanh hn (lng ngi truy cp internet vo 3 ngy cui tun cao hn hn so vi ngy thng). + Thc hin seeding trn cc trang mng ni ting hin nay nh vozforum, vn-zoom, haivl, tng sc lan ta. + Thu cc Blogger ni ting, cc thnh vin ni tri (hot girl, hot boy,vi lng friend, follower ln) trn Facebook, Zing,chia s thng tin v clip.nh gi