Digital marketing plan Durex Kế hoạch Marketing Durex

Kế hoạch Marketing luôn luôn cần thiết với tất cả mọi doanh nghiệp, dù đó có là một công ty chuyên về sản xuất, phân phối sản phẩm hay cung cấp dịch vụ. Vậy thế nào là một kế hoạch Marketing đủ hiệu quả? Làm thế nào để xây dựng kế hoạch Marketing thành công? Bạn sẽ tìm thấy câu trả lời trong đây

WHAT IF THERE IS A CONTRACEPTION METHOD?

DIGITAL MARKETING PLAN

THE QUESTIONS

WHY

why we need to communicate to help and what is the

WHAT

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

HOW

how we are going to measure our success

THE QUESTIONS

WHY

why we need to communicate to help and what is the

WHAT

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

HOW

how we are going to measure our success

CONSUMERS CONCERNS: CONTRACEPTION METHODS

Using condom is the first choice for contraception among target audience

CONSUMERS CONCERNS: REASON TO USE CONDOM

Ease to use is the reason people prefer to use condom

CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE

Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use

CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS

Reason to choose using condom between material status difference but target to contraception, ease to use

CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM

Beside the benefits, consumers are feeling not comfortable by using the condom

CONSUMERS CONCERNS: PREFERABLE BRAND

Durex & OK have the high preferable by consumers

CONSUMERS CONCERNS: PREFERABLE FUNCTIONS

Thin condom is the one target audience looking for

CONSUMERS CONCERNS: PREFERABLE FUNCTIONS

Thin condom is the one target audience looking for

CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND

CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE

Durex & OK are 02 brands that have the high search volume in market share

OK

Herman

CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

Dot condom & woman condom are the function that audience looking for

bao cao su nữ bao cao su bi bao cao su mỏng

bao cao su mỏng

Bao cao du dày

CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

Among 80% women in reproductive age, we have are 12% using contraception pill

CONSUMERS’ NEED: SEARCH VOLUME BY BRAND

New choice is the Brand preferable among target audience

10%

90%

Thuốc tránh thai cấp tốc

CATEGORY CONVENTIONS: ADVERTISING INFORMATION

Durex & Sagemi have the most advertising information online

CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE

Durex (39%) & Sagami (26%) have the most advertising information online

CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION

Spikes Condom & Zodiac Condom have the most advertising information online

CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION

No Smell Condom & Mint Smell Condom have the most advertising information online

CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL

HCMC have the need consume condom highest compare with other region

CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

Hanoi is the place that sell condom online highest

Đà Lạt Nha Trang Hải Phòng

CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine

Drosperin Mercilon Lindynette 20 Triregol Postinor Regulon Gynera

Marvelon

Novynette New Choice Love Choice

CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

Yaz Tab & Diane 35 acquires 40% advertising information on search engine

WHAT COMMUNICATION SHOULD DO

COMMUNICATION OBJECTIVES

MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM

EXCITED

MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM

KNOW

THE QUESTIONS

WHY

why we need to communicate to help and what is the

WHAT

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

HOW

how we are going to measure our success

THE TARGETING STRATEGY

MALE

15 YO AND ABOVE ABC CLASS

MAKE THEM KNOW AND EXCITED

TO TRY

ONLINE ACTIVIES OF TARGET AUDIENCE

Online information gathering and online entertainment are the main activities of audience on internet

ONLINE ATTITUDES OF TARGET AUDIENCE

Internet is the important source for audience and help them to find out new products & brands

METRO ONLINE COMMUNICATION TRENDS

Visiting social network is increasing

over the time

ONLINE CONSUMERS ARE NETWORKED & SOCIAL

Facebook is the preferable social

network

THE QUESTIONS

WHY

why we need to communicate to help and what is the

WHAT

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

HOW

how we are going to measure our success

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

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

YOUR LIFE, YOUR DREAM – LET KEEP IT

SAFE

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

THE STRATEGY

INSIGHT

“If only there is an easy way to protect

me and my partner, if only …”

Engage in wishful thinking “if only I can

Communicate Golden Choice as the answer of “if only there is an easy way

to keep your dream and not ruin your

future life”

Everybody always have the dream and

wish to have a good life, but sometime

we often make mistakes

I can feel free and joyment with my

prtner that not ruin my life in the future

SINGLE MINDED PROPOSITIONS

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

OK CONDOM

THE QUESTIONS

WHY

why we need to communicate to help and what is the

WHAT

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

HOW

how we are going to measure our success

“TALK ABOUT THE FUTURE LIFE” GAME TEASER CLIP

AMPLIFICATION

08 WEEKS

“YOUR LIFE, YOUR DREAM” CLIPS

FACEBOOK GOOGLE

Raise awareness about dream &

life

Viral the video clips

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

life

Keep the conversation about the dream & life

Push up the conversation about keep the life apart

FORUM

COMMUNICATION TIMELINE

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 that, they need to invite 10

person to join the game

After complete the game, people will receive a lucky code to have chance to win lucky gifts

JOIN THE GAME:

“Talk about your future life”

During the time join the game, it’s automatic share to their Facebook Wall

SHARE & SPREAD

Facebook Sharing

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

EVERY 10 VOUCHERS PER

WEEK

GRAND PRIZES

100 BOOKS ABOUT HOW TO PLANNING YOUR LIFE EVERY 10 BOOKS PER WEEK

LUCKY PRIZES

“TALK ABOUT YOUR FUTURE LIFE” GAME

LUCKY GIFTS

THE QUESTIONS

WHY

why we need to communicate to help and what is the

WHAT

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

HOW

how we are going to measure our success

MASTER PLAN

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

CONTENT STRATEGY

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

The clip about the man life with a lot of mistakes make him have a poor performance in current

life

CLIP 01

The clip about the woman with the careful make her a happiness

life

VIRAL CLIPS

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

ALWAYS ENDING WITH THE SLOGAN

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

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

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

• Thông điệp yêu thương

FACEBOOK BIG FANPAGE

• Ask to join the FB Fanpage

• Ask to play the game

• Introduce the products

FREQUENCY:

• 02 months for Facebook Ads

FACEBOOK ADVERTISING

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 360kpop.com Chiplove.biz Rap.vn Hihihehe.com

Kenhsinhvien.net Sinhvienit.net Ngoinhachung.net Svkt4rum.com Bka.vn

YOUTH FORUMS

THE QUESTIONS

WHY

why we need to communicate to help and what is the

WHAT

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

HOW

how we are going to measure our success

KEY PERFORMANCE INDICATORS

• 30% consideration will be join the facebook fanpage

Purchase

• Facebook Application: 3000 players

Retention

• Facebook Fanpage: 15.000 fans

THANKS FOR YOUR ATTENTION