WHAT IF THERE IS A CONTRACEPTION METHOD?

A digital strategy to get the adult

DIGITAL MARKETING PLAN

Prepared by OhYeah Communications

Tool check trnh Marketing digital

ca bn

Trc khi c Slide, hy b 2 pht

check trnh Digital Marketing ca
bn Click link
http://www.surveymonkey.com/s/digital-marketing

THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

WHAT
what we want them to
remember, what we
are going to say to
them

WHERE

HOW

where we are going

to communicate with
our target

how we are going to

measure our success

THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

WHAT
what we want them to
remember, what we
are going to say to
them

WHERE

HOW

where we are going

to communicate with
our target

how we are going to

measure our success

CONSUMERS CONCERNS: CONTRACEPTION METHODS

Using condom is the first choice for contraception among target audience
Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: REASON TO USE CONDOM

Ease to use is the reason people prefer to use condom

Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE

Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use
Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS

Reason to choose using condom between material status difference but target to contraception, ease to use
Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM

Beside the benefits, consumers are feeling not comfortable by using the condom
Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: PREFERABLE BRAND

Durex & OK have the high preferable by consumers

Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: PREFERABLE FUNCTIONS

Thin condom is the one target audience looking for

Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: PREFERABLE FUNCTIONS

Thin condom is the one target audience looking for

Source: Vinaresearch, 06/06/2013

CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND

4000
3600

3500
3000
2500
2000

1600

1500
1000
500

480
390

0
Sagami

170

50
Jex

Durex

True-X

ROCK

260
20
Innova Power Men

50

110
Sumo

OK

Herman

260

VIP

140

70

Number One

Viva

Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online
Source: Google Search, 2013

CONSUMERS NEED: SEARCH VOLUME BY MARKET SHARE

4%

5%

22%

50%

4%
7%

Sagami
Jex
Durex
True-X
ROCK
Innova
Power Men
Sumo
OK
Herman
VIP
Number One
Viva

Durex & OK are 02 brands that have the high search volume in market share
Source: Google Search, 2013

CONSUMERS NEED: SEARCH VOLUME BY FUNCTION

4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0

3600
2900

3% 1% 0%

bao cao su gai

39%

590

260

bao cao su 12 con

gip
bao cao su n

70

10

48%

bao cao su bi
bao cao su mng
8%

Bao cao du dy

Dot condom & woman condom are the function that audience looking for
Source: Google Search, 2013

CONSUMERS NEED: SEARCH VOLUME BY FUNCTION

44%

11%

8%

t vng Trnh thai c in Bao cao su

12%
Dng thuc

6%
Cy/dn/tim

Among 80% women in reproductive age, we have are 12% using contraception pill
Source: Google Search, 2013

CONSUMERS NEED: SEARCH VOLUME BY BRAND

140
120

110

100

90

80
10%

90%

Thuc trnh thai

cp tc
Vin trnh thai
hng ngy

70

60
40
20

120

110

40

50

20

30
10

40
20

10

20

New choice is the Brand preferable among target audience

Source: Google Search, 2013

CATEGORY CONVENTIONS: ADVERTISING INFORMATION

3,000,000
2,680,000

2,500,000
2,000,000

1,760,000

1,500,000
1,000,000
500,000

447,000

440,000
90,900

105,000

397,000

533,000

33,900

14,700

95,000

130,000

78,100

Durex & Sagemi have the most advertising information online

Source: Google Search, 2013

CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE

Sagami
Jex
Durex
True-X

1% 2% 1%
8%
6%

26%

ROCK
Innova

7%
2%
7%

1%

Sumo
OK

40%

VIP
Number
One
Viva

Durex (39%) & Sagami (26%) have the most advertising information online
Source: Google Search, 2013

CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION

3,000,000
2,850,000
2,500,000

2,000,000

1,500,000

1,000,000
856,000

804,000
500,000

167,000
0
BCS gai

203,000
32,800

BCS 12 con giap

BCS n

BCS bi

BCS mong

BCS dy

Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013

CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION

7,000,000
6,000,000

6,050,000

5,700,000
4,770,000

5,000,000
4,000,000
3,220,000
3,000,000

1,720,000

2,000,000
1,000,000

572,000

0
To

Du

Chui

Bc H

Da

Khng mi

No Smell Condom & Mint Smell Condom have the most advertising information online
Source: Google Search, 2013

CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL

120
100
80
60
40
20
0

HCM

Hanoi

Da Nang

Vung Tau

Quang Ngai

Nha Trang

Hai Phong

HCMC have the need consume condom highest compare with other region
Source: Google Search, 2013

CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

0%3%

5%

3%
3%
4%

56%
25%

H Ni
H Ch Minh
Nng
Cn Th
Vng Tu
Lt
Nha Trang
Hi Phng

Hanoi is the place that sell condom online highest

Source: Google Search, 2013

CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

120,000

108,000
96,800

100,000
76,900

80,000

63,600
60,000
40,000
20,000

19,400

26,900

21,000
13,400

10,100
1,630

22,600

2,350

672

1,450

3,060

Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
Source: Google Search, 2013

CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

Yaz Tab
Yasmin
Gracial
1%
0% 5%

Diane 35
Drosperin

23%

14%

Mercilon
0%
2%
6%

Lindynette
20
4%

1%
0%
4%

Triregol
Postinor
Regulon

3%

16%
21%

Gynera
Marvelon
Novynette
New Choice
Love Choice

Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013

WHAT COMMUNICATION SHOULD DO

COMMUNICATION
OBJECTIVES

MAKE THE TARGET & PEOPLE

WHO CAN PAY FOR THEM
KNOW

MAKE THE TARGET & PEOPLE

WHO CAN PAY FOR THEM
EXCITED

THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

WHAT
what we want them to
remember, what we
are going to say to
them

WHERE

HOW

where we are going

to communicate with
our target

how we are going to

measure our success

THE TARGETING STRATEGY

MAKE THEM KNOW AND EXCITED

TO TRY

MALE
15 YO AND ABOVE
ABC CLASS

ONLINE ACTIVIES OF TARGET AUDIENCE

Online information gathering and

online entertainment are the main
activities of audience on internet

Source: Cimigo Netcitizens, 2012

ONLINE ATTITUDES OF TARGET AUDIENCE

Internet is the important source for

audience and help them to find out
new products & brands

Source: Cimigo Netcitizens, 2012

METRO ONLINE COMMUNICATION TRENDS

Visiting social network is increasing

over the time

Source: Cimigo Netcitizens, 2012

ONLINE CONSUMERS ARE NETWORKED & SOCIAL

Facebook is the preferable social

network

Source: Cimigo Netcitizens, 2012

THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

WHAT
what we want them to
remember, what we
are going to say to
them

WHERE

HOW

where we are going

to communicate with
our target

how we are going to

measure our success

THE BIG IDEA

EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE

THE BIG IDEA

BUT SOMETIME WE CANNOT CONTROL OUR LIFE

THE BIG IDEA

WE MAKE A MISTAKE AND A LOF OF MISTAKES

THE BIG IDEA

THE BIG IDEA

THE BIG IDEA

THE BIG IDEA

THE BIG IDEA

THE BIG IDEA

THESE MISTAKES WILL RUIN YOU LIFE

THE BIG IDEA

DONL LET THE PAST MISTAKES RUIN THE FUTURE OF

YOUR LIFE & YOUR DREAM

THE BIG IDEA

YOUR LIFE, YOUR DREAM LET KEEP IT SAFE

THE BIG IDEA

LET US ALONG TO BRING UP A GOOD FUTURE LIFE

THE BIG IDEA

CULTURAL TRENDS
People always dream about a good life

GOLDEN CHOICE PRODUCTS

Golden Choice provide the full solutions to protect people from
the risks to keep the life safety

CATEGORY CONVENTIONS
Golden Choice provide the wide range of product to any needs

CONSUMER CONCERNS
Vietnamese consumers are becoming savvy and smarter over
time

YOUR LIFE,
YOUR DREAM
LET KEEP IT
SAFE

THE STRATEGY

FROM

THE STRATREGY

TO

Everybody always have the dream and

wish to have a good life, but sometime
we often make mistakes

Communicate Golden Choice as the

answer of if only there is an easy way
to keep your dream and not ruin your
future life

I can feel free and joyment with my

prtner that not ruin my life in the future

Engage in wishful thinking if only I can

feel free and joyful with my partner

INSIGHT
If only there is an easy way to protect
me and my partner, if only

Use Golden Choice products keep my

future not to be ruined

SINGLE MINDED PROPOSITIONS

OK
CONDOM

WHAT IF I CAN
FEEL FREE AND
JOYMENT WITH MY
PARTNER THAT
NOT RUIN MY LIFE
IN THE FUTURE

ROCK
CONDOM

NEW CHOICE
CONTRA CEPTION PILL

THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

WHAT
what we want them to
remember, what we
are going to say to
them

WHERE

HOW

where we are going

to communicate with
our target

how we are going to

measure our success

COMMUNICATION TIMELINE
TEASER
02 WEEKS

LAUNCH
01 WEEK

REVIEW
01 WEEK

AMPLIFICATION
08 WEEKS

PLATFORM

YOUTUBE CHANNEL
FACEBOOK FANPAGE

ACTIVITIES

TEASER CLIP

YOUR LIFE, YOUR DREAM CLIPS

TALK ABOUT THE FUTURE LIFE GAME

OBJECTIVE

CHANNELS

FACEBOOK
GOOGLE
FORUM

Raise awareness about dream &

life

Viral the video clips

Build up the engagement about not make mistakes to have a good future
life

Official launch the campaign

Introduce the Golden Choice

products

Keep the conversation about the dream & life

Push up the conversation about keep the life apart

with mistakes

TALK ABOUT YOUR FUTURE LIFE GAME

WHAT IF
People will visit the application,
then view the video clips before
attending the game
Then they need to submit an
photo show of the thinking about
future and an testimonial about
the dream life

After complete the game, people

will receive a lucky code to have
chance to win lucky gifts

During the time join the game, its

automatic share to their
Facebook Wall

JOIN THE GAME:

GIFT REDEEM:

SHARE & SPREAD

Talk about your future life

Each week, Golden Choice will

announce the winner for lucky
gifts

Facebook Sharing
Ann just visited the Your
dream, your life and have
chance to receive lucky gifts

After that, they need to invite 10

person to join the game

TALK ABOUT YOUR FUTURE LIFE GAME

PRIZES

10 TOUR VOUCHERS FOR

COUPLE

100 DINNER VOUCHERS @

FIVE STARS HOTEL

EVERY 02 VOUCHERS PER

WEEK

EVERY 10 VOUCHERS PER

WEEK

EVERY 10 BOOKS PER WEEK

GRAND PRIZES

LUCKY PRIZES

LUCKY GIFTS

100 BOOKS ABOUT HOW TO

PLANNING YOUR LIFE

THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

WHAT
what we want them to
remember, what we
are going to say to
them

WHERE

HOW

where we are going

to communicate with
our target

how we are going to

measure our success

MASTER PLAN

CONTENT STRATEGY

For Facebook Fanpage, we will have 05 posts per day

For Facebook Ads & Google Adwords will run 02 months from week 03 to week 10

VIRAL CLIPS

The clip about the 02

old people meet
together by chance on
a train.
During the trip they
remember the young
age when they are the
lover with a lot of joyful

CLIP 01

The clip about the man

life with a lot of
mistakes make him
have a poor
performance in current
life

The clip about the

woman with the careful
make her a happiness
life

By the end of the trip,

they say goodbye and
feel sorry about the
past, what if we do the
right thing in the past
now we did have a
happy ending.

CLIP 02

CLIP 03

CLIP 04

ALWAYS ENDING WITH THE SLOGAN

YOUR DREAM, YOUR LIFE LET KEEP IT SAFE

YOUTUBE CHANNEL

SAMPLE

OBJECTIVE:
Use to Viral video
CONTENT:
Product TVC
Product Review
Viral Clips
Clips about Dream & Life

FACEBOOK FANPAGE

SAMPLE

OBJECTIVE:
Use to viral the clips
CONTENT:
Product TVC
Technical explanation
Product Review
Viral Clips

FACEBOOK APPLICATION

HOMEPAGE

RULES & REGULATIONS

FACEBOOK
APPLICATION

PLAY GAME

WINNER LIST

FACEBOOK INFLUENCERS

OBJECTIVE:
Use to build awareness about the campaign
CONTENT:
Sharing the viral clip & comedy series
Sharing information about the products
Invite people to join the game on Facebook
Fanpage
FREQUENCY:
Average 01 post / 02 weeks
INFLUENCERS:
Macy Pine
Da Leo
Duy Khnh
Helly Tng
Ribi Sachi

FACEBOOK BIG FANPAGE

OBJECTIVE:
Use to build awareness about the Campaign
CONTENT:
Sharing the viral clip & comedy series
Sharing information about the products
Invite people to join the game on Facebook
Fanpage
FREQUENCY:
Average 01 post / 02 weeks
CHANNELS:
Hy ni nhng li yu thng
p+
Nhp sng tr
Caf Ci
Thng ip yu thng

FACEBOOK ADVERTISING

OBJECTIVE:
Use to build awareness
about the campaign
Use to increase the number
of fans
CONTENT:
Ask to join the FB Fanpage
Ask to play the game
Introduce the products
FREQUENCY:
02 months for Facebook Ads

YOUTH FORUMS

OBJECTIVE:
Use to build awareness about the campaign
CONTENT:
Sharing the viral clip & comedy series
Sharing information about the products
Invite people to join the game on Facebook
Fanpage
FREQUENCY:
Every 02 weeks / 01 topic
CHANNELS:
Pro9x.com
Trasua.vn
9xvn.vn
Beat.vn
Viethiphop.com

Uhm.vn
Kenhsinhvien.net
360kpop.com
Sinhvienit.net
Chiplove.biz Ngoinhachung.net
Rap.vn
Svkt4rum.com
Hihihehe.com
Bka.vn

GOOGLE ADWORDS

OBJECTIVE:
Target to audience who having a need of
finding contraception products
CONTENT:
Product Advertising
FREQUENCY:
02 months Google Adwords
CHANNEL:
Google Adwords

THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task

WHEN
when we are going to
communicate with our
target

WHO
who we are going to
talk to

WHAT
what we want them to
remember, what we
are going to say to
them

WHERE

HOW

where we are going

to communicate with
our target

how we are going to

measure our success

KEY PERFORMANCE INDICATORS

Tool check trnh Marketing digital

ca bn

Hy b 2 pht check trnh Digital

Marketing ca bn Click link
http://www.surveymonkey.com/s/digital-marketing

THANKS FOR YOUR ATTENTION

Su tm : http://sachmarketing.vn
http://digitalmarketingplan.net