young marketers 2 - lk

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  • 1. NI DUNG 1. Phn tch tnh hnh ca th trng v sn phm 2. Khch hng mc tiu 3. S tht ngm hiu 4. Mc tiu chin dch 5. tng ln bao qut 6. Thi gian thc hin 7. Chin lc Marketing 8. Phn b ngn sch 9. o lng, nh gi theo di hiu qu

2. TNH HNH TH TRNG Tnh hnh th trng bao cao su Vit Nam Vi s pht trin ca x hi, quan nim v tnh dc Vit Nam thong hn trc rt nhiu. Bao cao su ngy cng a dng v mu m, tnh nng v xut x.Tnh hnh th trng bao cao su H Ni & H Ch Minh Ngoi cc nh thuc th bao cao su c by bn rng ri ti cc ca hng chuyn dng cng nh trn mng online. Du hiu tch cc trong vic nng cao thc an ton tnh dc cng nh k hoch ha gia nh.Nhu cu s dng bao cao su tng ha hn y s l mt th trng rt mnh v y tim nng. 3. SWOTim mnh L thng hiu u tin- dn u th trng Vit Nam. OK i vo tim thc n ni ngi ta gi bao cao su l OK lun. Sn phm c: sc bn v mng. S thnh cng ca chin dch marketing Nh v ch.im yu L loi ph thng: ch yu dng trong gia nh hay trong cc nh ngh. Khch hng khng hi lng v OK mang vo lng lo v lo ngi s d b rch. Thit k n gin b mt trn hoc gai nh li ti, c mi hoc khng c mi. Sn phm cha tht s a dng.Gii tr hin nay mang t tng thong hn v quan h tnh dc v vic s dng bao cao su. Nhu cu s dng ngy cng tng Mua bn bao cao su pht trin mnh. Bao cao su OK c hng chnh sch tr gi ca nh nc. C hiThch thcS cnh tranh bi nhng thng hiu cao cp, a dng v chng loi v bao cao su nhi. a s ngi tiu dng vn cha c thi quen mang bao cao su bn mnh nh vt dng cn thit.Sn phm bao cao su OK 4. im mnh __ C hiVi th trng pht trin hin nay, cng vi suy ngh ang dn thay i trong gii tr th OK i vo tim thc ngi tiu dng s ngy cng tip tc mnh trn th trng thng qua vic y mnh truyn thng.Nh v chim mnh __ Thch thcim mnh ln nht ca OK l hnh nh ca thng hiu n su vo tim thc ca ngi tiu dng. V vy cn phi y mnh qung b hnh nh lun ng vng trong tnh hnh th trng ngy cng xut hin nhiu nhn hng bao cao su khc. 5. im yu __ C hiVn cn mang tnh ph thng, sn phm cha c s a dng, c o nhng y l ngnh hng ang dn pht trin nn cn ci tin my mc, nghin cu v pht trin a ra cc sn phm mi ph hp vi nhu cu hin nay.im yu __ Thch thcTrong iu kin cnh tranh mnh m, cng vi vic ngi tiu dng cha c thi quen s dng bao cao su v c kin cha hi lng v sn phm th vic a ra sn phm mi cht lng v a ngi tiu dng vo thi quen l iu ht sc cn thit. 6. I TH CNH TRANH RT CAOCAOTRUNG BNH Mt trong nhng nhn hiu bao cao su ln nht th gii. C th chu c 40 lt khng kh m khng n. Durex lun mang n nhng loi sn phm tin tin mi l. Sn phm cao cp nn gi thnh rt cao. Sn phm bao cao su lm t m cao su thin nhin cht lng cao: kh mi, em li cm gic hi lng, ko di thi gian. Tuy vy, FUJI vn cha chm cht vo cc chin dch Marketing. Thng hiu bao cao su s 1 ca M, c tin cy hn 90 nm. Tp ch Cosmopolitan nh gi y l k quan th 8 ca th gii. im yu ca Trojan l gi thnh rt cao.TRUNG BNH Kiu dng m kht, thit k c bit vi size 52 mm ph hp vi ngi ng gip ko di thi gian quan h. Tuy nhin, hng vn cha a dng v sn phm. 7. Khch hng mc tiu Nhn khu: Nam N - Ngi Vit Nam - 18 n 24 tui C tr Tp. HCM v H Ni Thu nhp: BCD C QHTD hoc c quan tm n QHTD v bao cao suM t:CHA C THI QUEN: V cha hnh thnh thi quen Khng chun b sn do quan h c tnh ngu nhin Thch cm gic tht khi quan h NGI: Mua trc tip: phi giu gim v s ngi quen, s b nh gi Mua ch l: xa, mt thi gian v lng ngng Ngi cm trn tay 8. Customer Insight Ti rt mun bo v bn thn trong khi quan h nn c nhu cu v bao cao su nhngkhng s dng v cha c thi quen dn n ngi khi phi t mnh i mua. 9. Mc tiu Tng nhu cu s dng bao cao su i tng t 45% ln 65%; Tng nhn bit v v tr dn u ca OK; Tng doanh thu 15%; 10. tng bao qut Thng ip chnhSAY OK TO THE GOOD HABIT 11. Thi gian thc hin PRE-LAUNCHING NI DUNG 11 PUBLIC RELATION Chic hp tin ch Gameshow "Dare to say OK" Truyn hnh thc t "OK Couple" Hi tho - Talkshow Bi vit bo Vn phng phm Ti tr cho cc chng trnh ADVERTISING Print Ads, TVC Bao b mi DIGITAL MARKETING Facebook Forum seeding Hp qu Online Condom Boom DIRECT MARKETING t hng qua in thoiThi gian thc hin12Giai on chun bAFTERLAUNCHINGLAUNCHINGTHI GIAN ( Thng) 1 2 3 4567 12. Pre-LaunchingPublic Relation CHIC HP TIN CH (thit k nhn din theo OK) xut hin cc a im cng cng, trong hp cha ng nhng vt dng thit yu ti ni . GAMESHOW: cc bn tr th thch phi thay i li sng c khng tt v t mnh hnh thnh thi quen mi (Dare to say OK). BI VIT BO trn cc bo v cch ng x ca cc cp i trong nhng tnh hung kh x nh khi t chi quan h tnh dc hnh thnh thi quen giao tip tt trong tnh yu. 13. Pre-LaunchingDigital Marketing FACEBOOK: Chin dch to thi quen share & like c thc trong gii tr qua mt s bi vit v thi quen sng lnh mnh. FORUM SEEDING: Topic tnh cm v t vic t chi quan h tnh dc khng bao cao su Bn lun v cch t chi to thi quen tt khi quan h. HP QU ONLINE: Apps facebook - hp qu c thit k vi logo ca sn phm OK. Ngi tng s chn mn qu click b vo hp click gi. CONDOM BOOM: Apps game smartphone hay facebook. 14. LaunchingPublic Relation KHCH SN, NH NGH: Tin hnh t bao cao su vo cc Hp tin ch t cc nh hng khch sn, nh ngh, nhm to thi quen cho khch hng.BI VIT BO : Gii thiu sn phm, xu th dn u ca OK. Cch to dng thi quen s dng bao cao su cho cc bn tr.HI THO - TALKSHOW: Cch thuyt phc bn tnh c thi quen s dng bao cao su khi quan h. TRUYN HNH THC T OK COUPLE (phi hp thc hin v ti tr): 1 bn nam (n) s c hn h cng 3 bn n (nam) v tham gia cc th thch tm ra ngi ph hp nht vi mnh. Th thch cui cng: nhn vt chnh khi n cuc hn phi mang theo bao cao su bn mnh nhng gi kn v ng li xin c yu, xem cch i phng ng x. Sau , nhn vt chnh phi a ra cc l do khng s dng xem i phng c th thuyt phc c bn s dng hay khng. 15. LaunchingTng cc VT DNG vn phng phm nhn din OK ti cc trng i hc (vd: cc ty hnh v bao cao su OK). nh mnh vo s ph thng, thit k BAO B OK theo hng thn thin, l bn ca mi nh.Digital Marketing Qung b rng ri trn mng x hi, forum v hnh nh sn phm OK. To tro lu Tui tr - Thi quen nhm y mnh thi quen s dng bao cao su ca thanh nin hin nay.Advertising Thit k PRINT ADS: b cc c chia thnh 1 bn n cm trn tay nhng dng thng ngy (lc, son, phn), 1 bn nam cm trn tay nhng dng quen thuc (bn chi, dao co ru, c vt). Ni bt trong s s l chic bao cao su. TVC: ni dung TVC tng t Print Ads, ngi tiu dng s lun mang theo bao cao su nh mt vt dng thng ngy chung vi cc mn linh tinh khc. 16. After-LaunchingPublic Relation TI TR cho cc chng trnh kt ni cp i.Direct Marketing DCH V t hng sn phm bao cao su qua in thoi. Khi khch hng nhn hng l cp i s c nhn c mt Chic hp tin tch v s c tch im i qu.Advertising Tip tc t poster, TVC sn phm ni cng cng. 17. Kinh ph 5.000.000.000 VNPre-launching Public Relation30% 70% Afterlaunching 10%Launching 25%Prelaunching 40%Digital MarketingLaunching 50%15%60%Public Relation Digital Marketing AdvertisingAfter Launching 20% 30%50%Public Relation Direct Marketing Advertising 18. KPI o lng nh gi kt qu KPI v Advertising Mc bit n sn phm: c o lng trc v sau qung co. - T l = s ngi nhn ra sn phm. - T l phn trm nhng ngi nh nhng chi tit trong thng ip qung co. - nh gi v s lng ngi hi mua sn phm do chng trnh qung co. KPI v Digital Marketing - S lng ngi tham gia like & share trn Facebook. - Lt down v s dng apps Facebook & Smartphone. - Lt view topic trn cc Forum S lng ngi tham gia hi tho, talkshow thng qua Forum. KPI v Direct Marketing - S lng ngi t hng qua in thoi trong ngy (thng). - T l ngi bit n dch v. KPI v Public Relation - Hiu qu bi PR, thng co bo ch Phn nh ca khch hng, cng chng v bo ch. - Mc bit n doanh nghip, bit n sn phm v phn hi kin ca i tng v hnh nh ca sn phm v doanh nghip. 19. Thank you