Tài liệu Kế hoạch xây dựng thương hiệu Kotex 2003 doc

ACTION PLANon Kotex Softina Public Sampling January 2003 Conducted for Kimberly Clark Shaping OUR FUTURE together... Technique: F2F intercept sampling, giving samples in one way to only

ACTION PLAN

on Kotex Softina Public Sampling

January 2003

Conducted for Kimberly Clark

Shaping OUR FUTURE together

1. Fieldwork Process 11

2. Recording Form 12

PROJECT DESCRIPTION

1. Technique: F2F intercept sampling, giving samples in one way to only target respondent going in

or out location

2. Product: Kotex Softina.

3. Target respondents:

 Female white collar aged 22-40.

 Student girls aged 19-25

 Other active women aged 18-40

4. Number of samples given to each respondent:

One sample per target

PROJECT DESCRIPTION

5 Kind of public location, Area and Sample Size:

a) Kind of public location:

- Universities/ Colleges/ Night learning

centers

- Women clubs, cultural houses, water parks, women aesthetic and sport centers, beauty salon,

discotheque…

 Shopping Centers

- Hypermarkets/ Trade Centers.

- Supermarkets.

(Note: Hypermarkets/ Trade Centers are in top priority of doing sampling).

b) Areas & sample size:

HA NOI 50,000 DANANG 11,000 CANTHO 9,000 HCMC 90,000

TOTAL 160,000

PROJECT ORGANIZATION

1. Sample Size for each kind of location:

Note: In each area, the sample size of each kind above may be shared together

2. Quality Control:

No back-check on Public Sampling

The project quality will be controlled at sampling points

3. Timing: 01 March 2003 – 12 March 2003

SAMPLE SIZE 50,000 11,000 9,000 90,000 160,000

Offices 6,000 1000 700 17,000 14,000

Universities/ Colleges/ Night learning

centers 29,000 6,000 5,800 25,000 65,800

Entertainment Locations 5,000 3,000 2,500 3,000 33,500

Shopping Centers 8,000 1,000 - 25,000 34,000

Sampling Location 500 110 90 900 1,600

PROJECT ORGANIZATION

4 Location Frequency:

a) Offices: One office / 01 sampling session

morning, and/or in the afternoon, and/or in the evening

Sampling at weekend is preferable

Working time: from 10:00 to 20:00

5 Staff & Uniform

  Promoter 36 18 18 40 112

I K.C SUPPLY REQUIREMENT:

1 Samples, delivered on 26 Feb 2003 at following addresses:

2 Equipment, delivered on 18 Feb 2003 at 177/35 Nguyen Van Dau, Binh Thanh, HCMC:

3 Others, delivered at the latest of 26 Feb 2003 at 126D Phan Dang Luu, W3 Phu Nhuan, HCMC:

 Product information for training

 Documents prove the quality and origin of the samples: Certificate of Origin, Certificate of

Quality, legal transport documents for each area (i.e Commercial Invoice or Internal Goods

Issued notes stipulated by The Ministry of Finance, etc.)

PREPARATION

T-shirt 236   Cap 150   Bag 130 Use old bag, in MSV stock

sample

II MSV:

1 Recruiting

2 Training

3 Project announcement to Trade Services

4 Facilities necessary for fieldwork organization

5 Uniform transportation to area

6 Mapping system for fieldwork

7 Recording forms

8 Fieldwork organization

REPORT

I DAILY REPORT:

1 Time: 4:00 p.m.

2 Content:

 List of conducted locations (updated).

 Process of each area.

 Any problems arisen.

 Any information from consumers collected during fieldwork.

II FINAL REPORT:

1 Time: 07 after the last area completion.

2 Content:

 Fieldwork Result.

 List of conducted locations.

 Any information from consumers collected during fieldwork.

 Inventory Report.

APPENDIXES

FIELDWORK PROCESS

RECORDING FORM

LOCATION:

KOTEX SOFTINA PANTILINER PUBLIC SAMPLING PROJECT

PROMOTER:

GROUP: GROUP LEADER:

SUPERVISOR:

APPROVAL

The Active Plan is approved by K.C.

Phan Ngoc Thuy