DIGITAL MARKETING PLAN

WHAT IF THERE IS A CONTRACEPTION METHOD? Prepared by OhYeah Communications

A digital strategy to get the adult
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THE QUESTIONS

WHY WHO WHAT

who we are going to
why we need to what we want them to
talk to
communicate to help remember, what we
and what is the are going to say to
communication task them

WHEN WHERE HOW

when we are going to where we are going how we are going to
communicate with our to communicate with measure our success
target our target
THE QUESTIONS

WHY WHO WHAT

who we are going to
why we need to what we want them to
talk to
communicate to help remember, what we
and what is the are going to say to
communication task them

WHEN WHERE HOW

when we are going to where we are going how we are going to
communicate with our to communicate with measure our success
target our target
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

3500 3,600

3000

2500

2000

1500 1,600

1000

500 480
390 260
170 260
20 50 140 70
50 110
0
Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number Viva
One

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

5%
Sagami
4%
Jex
Durex
22% True-X
ROCK
Innova
50% Power Men
4%
Sumo
7% OK
Herman

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 3,600 3% 1% 0%
3,500
2,900 bao cao su gai
3,000
2,500 bao cao su 12 con
39% giáp
2,000
bao cao su nữ
1,500
48% bao cao su bi
1,000
590
500 260 bao cao su mỏng
70 10
0 8%
bao cao su bao cao su bao cao su bao cao su bao cao su Bao cao du
gai 12 con giáp nữ bi mỏng dày

Dot condom & woman condom are the function that audience looking for
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

44%

11% 12%
8% 6%

Đặt vòng Tránh thai cổ Bao cao su Dùng thuốc Cấy/dán/tiêm

điển

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
120 110 110

100 90
10%
80 70
Thuốc tránh thai cấp
60 50
tốc 40 40
Viên tránh thai hằng 40 30
20 20 20
ngày 20 10 10
0
0
90%

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

533,000
447,000 440,000 397,000
500,000

90,900 105,000 95,000 130,000 78,100

33,900 14,700
0
Sagami Jex Durex True-X ROCK Innova Power Sumo OK Herman VIP Number Viva
Men One

Durex & Sagemi have the most advertising information online

Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE

Sagami
1% 2% 1%
Jex
8% Durex
26% True-X
6%

ROCK
6%
Innova
2%
1% 7% Sumo
OK
VIP
39% 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
804,000 856,000

500,000 203,000
167,000

0 32,800
BCS gai BCS 12 con giap BCS nữ BCS bi BCS mong BCS dày

Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
7,000,000

6,050,000
6,000,000 5,700,000

5,000,000 4,770,000

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

2,000,000 1,720,000

1,000,000 572,000

0
Táo Dâu Chuối Bạc Hà Dứa Không mùi

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%
3% 5%
3%
Hà Nội

4%
Hồ Chí Minh
Đà Nẵng
Cần Thơ
Vũng Tàu
56%
25% Đà Lạt
Nha Trang
Hải Phòng

Hanoi is the place that sell condom online highest

Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

120,000
108,000

100,000 96,800

80,000 76,900

63,600
60,000

40,000
26,900
21,000 22,600
19,400
20,000 13,400
10,100
1,630 2,350 672 1,450 3,060
0

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
1%
0% Yasmin
5%
Gracial

23% Diane 35
14%
Drosperin
0%
Mercilon
2%
Lindynette 20
Triregol
6% 4%
1% Postinor
Regulon
0% 4%
Gynera

16% Marvelon
3%
Novynette
New Choice
21%
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 MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM WHO CAN PAY FOR THEM
KNOW EXCITED
THE QUESTIONS

WHY WHO WHAT

who we are going to
why we need to what we want them to
talk to
communicate to help remember, what we
and what is the are going to say to
communication task them

WHEN WHERE HOW

when we are going to where we are going how we are going to
communicate with our to communicate with measure our success
target our target
THE TARGETING STRATEGY

MALE
MAKE THEM KNOW AND EXCITED
TO TRY
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 WHO WHAT

who we are going to
why we need to what we want them to
talk to
communicate to help remember, what we
and what is the are going to say to
communication task them

WHEN WHERE HOW

when we are going to where we are going how we are going to
communicate with our to communicate with measure our success
target our target
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

DON’L 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 YOUR LIFE,
the risks to keep the life safety
YOUR DREAM
– LET KEEP IT
CATEGORY CONVENTIONS
Golden Choice provide the wide range of product to any needs SAFE

CONSUMER CONCERNS
Vietnamese consumers are becoming savvy and smarter over
time
THE STRATEGY

FROM THE STRATREGY TO

Communicate Golden Choice as the

Everybody always have the dream and answer of “if only there is an easy way I can feel free and joyment with my
wish to have a good life, but sometime to keep your dream and not ruin your prtner that not ruin my life in the future
we often make mistakes future life”

INSIGHT
Engage in wishful thinking “if only I can “If only there is an easy way to protect Use Golden Choice products keep my
feel free and joyful with my partner” me and my partner, if only …” future not to be ruined
SINGLE MINDED PROPOSITIONS

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

NEW CHOICE
CONTRA CEPTION PILL
THE QUESTIONS

WHY WHO WHAT

who we are going to
why we need to what we want them to
talk to
communicate to help remember, what we
and what is the are going to say to
communication task them

WHEN WHERE HOW

when we are going to where we are going how we are going to
communicate with our to communicate with measure our success
target our target
COMMUNICATION TIMELINE
TEASER LAUNCH REVIEW AMPLIFICATION
02 WEEKS 01 WEEK 01 WEEK 08 WEEKS

YOUTUBE CHANNEL
PLATFORM

FACEBOOK FANPAGE

TEASER CLIP “YOUR LIFE, YOUR DREAM” CLIPS

ACTIVITIES

“TALK ABOUT THE FUTURE LIFE” GAME

FACEBOOK
CHANNELS

GOOGLE
FORUM

Raise awareness about dream & Build up the engagement about not make mistakes to have a good future Keep the conversation about the dream & life
OBJECTIVE

life life

Viral the video clips Official launch the campaign Introduce the Golden Choice Push up the conversation about keep the life apart
products 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 After complete the game, people During the time join the game, it’s
photo show of the thinking about will receive a lucky code to have automatic share to their
future and an testimonial about chance to win lucky gifts Facebook Wall
the dream life

After that, they need to invite 10

person to join the game
JOIN THE GAME:
“Talk about your future life”
GIFT REDEEM: SHARE & SPREAD
Each week, Golden Choice will Facebook Sharing
announce the winner for lucky “Ann just visited the “Your
gifts dream, your life” and have
chance to receive lucky gifts”
“TALK ABOUT YOUR FUTURE LIFE” GAME

PRIZES

10 TOUR VOUCHERS FOR 100 DINNER VOUCHERS @

100 BOOKS ABOUT HOW TO
COUPLE FIVE STARS HOTEL
PLANNING YOUR LIFE
EVERY 02 VOUCHERS PER EVERY 10 VOUCHERS PER
EVERY 10 BOOKS PER WEEK
WEEK WEEK

GRAND PRIZES LUCKY PRIZES LUCKY GIFTS

THE QUESTIONS

WHY WHO WHAT

who we are going to
why we need to what we want them to
talk to
communicate to help remember, what we
and what is the are going to say to
communication task them

WHEN WHERE HOW

when we are going to where we are going how we are going to
communicate with our to communicate with measure our success
target our target
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 By the end of the trip,
The clip about the man
together by chance on they say goodbye and
life with a lot of The clip about the
a train. feel sorry about the
mistakes make him woman with the careful
past, what if we do the
have a poor make her a happiness
During the trip they right thing in the past
performance in current life
remember the young now we did have a
life
age when they are the happy ending.
lover with a lot of joyful

CLIP 01 CLIP 02 CLIP 03 CLIP 04

ALWAYS ENDING WITH THE SLOGAN

“YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE”
YOUTUBE CHANNEL

OBJECTIVE:
• Use to Viral video
CONTENT:
• Product TVC
• Product Review
• Viral Clips
• Clips about Dream & Life
SAMPLE
FACEBOOK FANPAGE

OBJECTIVE:
• Use to viral the clips
CONTENT:
• Product TVC
• Technical explanation
• Product Review
• Viral Clips
SAMPLE
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
• Dưa Leo
• Duy Khánh
• Helly Tống
• 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:
• Hãy nói những lời yêu thương
• Đẹp+
• Nhịp sống trẻ
• Café Cười
• Thông điệp yêu thương
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 Uhm.vn Kenhsinhvien.net

Trasua.vn 360kpop.com Sinhvienit.net
9xvn.vn Chiplove.biz Ngoinhachung.net
Beat.vn Rap.vn Svkt4rum.com
Viethiphop.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 WHO WHAT

who we are going to
why we need to what we want them to
talk to
communicate to help remember, what we
and what is the are going to say to
communication task them

WHEN WHERE HOW

when we are going to where we are going how we are going to
communicate with our to communicate with measure our success
target our target
 KEY PERFORMANCE INDICATORS

Awareness Consideration Preference Purchase Retention

• Facebook • Facebook Ads: • 6% consideration • Facebook • Facebook Fanpage:

Influencers: 200 30.000 clicks will be join the Application: 3000 15.000 fans
likes / 30 comments • Google Adwords: facebook players
/ 01 post 20.000 clicks application
• Facebook Big • 30% consideration
Fanpage: 200 likes will be join the
/ 30 comments / 01 facebook fanpage
post
 Tool check trình độ Marketing digital của bạn

• Hãy bỏ 2 phút check trình độ Digital Marketing

của bạn – Click link
• http://www.surveymonkey.com/s/digital-marketing
THANKS FOR YOUR ATTENTION

Sưu tầm : http://sachmarketing.vn

http://digitalmarketingplan.net