“Let Us

Protect You”

OKDesigned by

LUPY

I. EXECUTIVE SUMMARY

II. SITUATION ANALYSIS

III. OBJECTIVES

IV. TARGET MARKET

V. MARKETING STRATEGY

21 countries

USA

Vietnam

1. HistoryI. EXECUTIVE SUMMARY

• 2. 2. Vietnamese Market

1. The Competitors

DIREC

T COM

PETI

TORS

Over 7

0 bra

nds w

ith p

rice r

ange

from

3,50

0d to

100,

000d

/pie

ce

INDIRECT COMPETITORS

Birth Control

Pills

Female Condoms

Spermicidal foam

[Including Other Condom brands & methods of contraception]

II. SISTUATION ANALYSIS

2.Competitive Positioning MapPlace

Drug store

Specialized shops

Supermarket

Convenience shops

VariabilityOther Condoms

Other methods of contraception

3. SWOT Analysis

STRENGTH- Have their own OK

shops Customers can

receive helpful advices which satisfy

their needs.- Cheap Price

WEAKNESS- Just have mostly in

OK shops. Customers feel shy

and embarrassed when coming in to buy

products- Limited diversified

products- Poor Advertising +

Packing- Cheap Price

OPPORTUNITY- Increase in

customers’ need- Customers prefer

convenient products.

THREATS- Many strong

competitors: Durex, Trust,…

- Fake Products- Hard to maintain

product.

MARKETING GOAL• Increase Sales by 8 million units at the end of campaign

COMPREHENSION GOAL• Increase to 65% the demand of condom at the target

customer• Increase the awareness of OK as a leading brand that focus

on friendliness & convenience , high quality with low price & diversity.

• Increase to 15% the revenue

TIME FRAME• Last for 1 year starting from April 2014 to March 2015

III

IV. TARGET MARKET

Vietnamese Citizens

Interested in Condom

18 – 24 years old

GDP: BCD

Mostly in HCMC + Ha

Noi

Pleasure seeking

Sexually active, “Party” people

Prefer protected sex

Looking for new way to spice up

their sex life

Secondary targetPrimary target

1.Insight

I am a passionate lover

I need to perform well in bed to

satisfy my partner

Great sex will strengthen my

relationship

I need to satisfy my sexual urges

“I want a condom which makes me feel so real and protective while doing it. That condom has to be convenient, friendly and gives me various choices to enjoy that moment. I am willing to

pay more for Quality and Service.”

SO THAT…

Key Barrier: • Buying condoms makes people nervous and awkward.

• The awareness: Low price = Low quality

Key Driver:1. Phase 1: Increase

brand awareness2. Phase 2: Change

customers’ habit3. Phase 3: Promote

sales4. Phase 4: Build loyalty

7Ps

V. MARKETING STRATEGY

Subsidized condom

with

good quality10,0

00 v

nd/

3 pi

eces

May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Magazines X X X X X

E-marketing X X X X X X X X X

Billboards X X X X X X

Street Furniture X X X X X X

TVC

Normal (10s) X X X

Special (15s) X X XEngagement

(10s) X X X X X XEvents + Promotion X X X X X X X X

Sponsor X X X

Peddle X X X X X X X X X

TimeAds

PHASE 1 PHASE 2 PHASE 3 PHASE 4

1.FlowchartIncrease Brand

Awareness Change Habit Promote Sales Build Loyalty

PeriodTheme Message Activities Description Budget

(USD)

Phase 1

Increase the awareness

Increase the awareness of

OK as a leading brand,

which is subsidized by government

TVC: sponsor for program "Tôi là người dẫn đầu"

bring the message based on the name of program "Tôi là người dẫn đầu" 30,000

5,6,7/2014

World Cup

2014

Sponsor for offline marketing (Worldcup schedule, banner, calendar…) Put the logo of OK in each thing.

5,000

World Cup image on OK package Sale OK with the Worldcup image on packagera with the slogan on it "Làm chủ cuộc chơi"

production cost

E-marketing (Kenh 14, facebook,…) create image OK with slogan " Làm chủ cuộc chơi" 2,000

Event at "Nhà Văn Hóa Thanh Niên", Royal City Mega Mall

create activities such as ( bong bóng nước, đá banh, …) made from Condoms OK 20,000

Ads on newspaper Send message on "báo Thể Thao", "thanh niên", "tuổi trẻ" 5,000

Billboard OK on the background of World Cup 25,000

Phase 2Change Habit

Change the habit of

customer when buying

condoms. Bring the

convenience and

friendliness image of OK to

customer mind

TVC: Making a Ad You are shy, you feel embarrassed and akward when you … go to buy condoms???? Don’t worry!! We..OK..here will bring you the best service you've never have before. Just need to pick up your phone and call 083 333 3333. you will receive your product in a blink. 10,000

8, 9, 10/2014

20/10: Happy

Women's Day Magazines Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan 15,000

E-marketing 2,000Event at Sword Lake, Le Thi Rieng Park Event to honour Vietnamese women: Thank for my love 20,000

Billboard Bring the message: "You never know when it will be necessary" 25,000

Peddle (Bán dạo) Sales at time period of 9-11pm; locations: popular parks, Sword Lake, guesthouse areas 2,300

2.Schedule & Budget

Phase 3 Promote Sales

Bring the Varity of OK condom.

11, 12/2014 & 1/2015

TVC: ads on VTV3

OK will make couples enjoy the moment; promote a trip to Korea for lucky couples 10,000

24/12: Merry Christmas Event at 23/9 park Cozy night: activities for couples; Santa

Christmas give presents OK to them, OK - Christmas greeting cards 20,000

Street furniture ( trạm xe buýt)

Banner of OK with the slogan: "Let us protect you" 1,800

Peddle (Bán dạo)Sales at time period of 9-11pm; locations: popular parks, Sword Lake, guesthouse areas 2,300

E-marketing 2,000

Magazines Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan15,000

Phase 4 Build loyalty

Bring the best quality product and service to the customers

with the slogan: "Enjoy

the best"

2, 3, 4/2015Tet holiday, Valentine,

Women's Day

TVC Ads with the topic Sweet Season 10,000Street furniture ( trạm xe buýt)

Banner of OK with the slogan: "Enjoy the best" 1,800

Peddle (Bán dạo)Sales at time period of 9-11pm; locations: popular parks, Sword Lake, guesthouse areas 2,300

Magazines Phụ nữ, Tiếp thị Gia Đình, Cosmopolitan15,000

E-marketing 2,000

Promotion Get gifts from accumulated point 7,000

(Total) 236,400

Using traditional media to reach HER + HIMMagazines & Newspaper: Street Furniture:

Billboa

rd

Campaigns - Events

Sponsor

TVCE-marketing

Peddle

Budget TVCBillboardStreet FurnitureE-MarketingEventsMagazinesPeddle

Phase 1 Phase 2 Phase 3 Phase 40

10

20

30

40

50

60

70

Brand Awareness

Profit

Forecast the increase of awareness & profit